Could your business benefit from more web visitors organically arriving at your site and engaging with your content? The answer to that question is most likely a resounding yes. Search Engine Optimization, or SEO, is a main and commonly understood reason to blog. But are there others? We thought you’d never ask.
Here are five reasons why your business should absolutely be blogging regularly, ranked in no particular order:
1. Broadcast the Company Voice
There are millions of companies online, and a grand majority of them come across as bland, outdated businesses that blend into the ever-growing ocean of brands trying to be found. Apart from your website design and copy, blogging is one of the most effective ways of broadcasting a unique and memorable voice to web visitors. Regular blog posts that are filled with strong writing, helpful tips, and sharable content are great steps to standing out from the crowd.
2. Display Expertise
Despite differences in product or industry, all companies would like to be presented as true experts in their given field; nobody wants to spend their hard earned dollars on shoes from a business that admits it has no idea how to make shoes. Regular blog posts that are packed with expert content and advice are an excellent points in the case for your brand’s expertise in your field.
One of the main factors search engines consider in ranking sites is backlinking. If a site has zero backlinks, Google assumes the website is useless. However, if the domain has thousands of backlinks, Google can see that the website and content are useful.
One caveat, though: link quality matters. Thousands of links from unrelated or low-quality websites won’t help you. In fact, they can hurt you. You want links from high-quality websites, or social networks, that are related to your industry.
That’s where blog content comes in. Each blog post gives readers yet another link to share. It also allows you to generate your own backlinks by sharing each post on your social media. Additionally, some posts will be shared more than others, which helps you understand what type of content to provide to your audience.
4. More Indexed Pages
When you blog, every post is indexed in search engines as a single page. Having more pages doesn’t necessarily correlate with a better ranking, but it does keep Google’s robots on your site longer, which improves your chances for a better ranking from the algorithm.
5. Audience Barometer
Regular blog posting also allows a company to keep a feel for their audience and what type of content they engage with and share. If your brand believes it should be writing about SEO but every time you post about Facebook Advertising it gets shared 10x as many times, you should consider steering your content creation across all channels towards Facebook Ads. Blog analysis and tracking is just as important in this regard as the actual posting.
If your company isn’t blogging regularly, you’re leaving affordable web traffic, and thus leads or customers, on the table. If, like many busy decision makers, don’t have the time to commit to weekly blog posts, you should consider outsourcing the work to an agency such as A Design Partnership, where we build out a detailed keyword research plan, define your company voice, and provide helpful data insights into your blog’s progress. Contact us to chat about setting up a blog program for your brand!