One of the questions I often get asked is why do I need a blog on my website? It probably ranks right up with, what is SEO? And believe it or not the two are related. In a nutshell the number one reason for having a blog on your website is that it drives search engine traffic.
How does it do that? Well, for one it enriches your content, but secondly and of equal importance it keeps your site updated.
If you think about the way Google and other search engines work, they constantly look for indexed pages. So every time you put up a blog it’s one more indexed page on your website, which means there is a greater opportunity for it to show up in search engines.
Blogging also shows search engines that your site is active and they should be checking back regularly for new content, even better it puts more keywords on your site, all of which help it rise up the page rankings; in the trade it’s known as organic SEO!
But it’s not all about SEO, blogging is one of your best sales tools helping increase leads and improving conversion rates.
I don't know many people who advocate using a blog for a direct sales message, but it is your big chance to really tell your organisation’s stories, to show your credibility and to prove your authority in your marketplace. In many ways blogging is your chance to show off, to really convey that you are an expert.
If you have a new product or service, you can talk about it, but don't tell us what it is, tell why you've created it, tell us about the journey it's been on, tell us about the challenges and frustrations. That's way more interesting than a pure sales message.
I always get a real buzz when reading a blog that teaches me something new, written by someone passionate about their subject, it’s such a great opportunity to get inside the personality of a business; to hear its human voice..
Don’t make it too long though (around 500 words is optimum), but tell compelling stories in your voice, which help customers and potential customers understand something about what you do, how you work, your industry or what you’ve learned on the way.
Your blog therefore is the enrichment you put into your site, the thing you do to change it from a showroom into a friendly business.
The big benefit of this rich content is that readers love to share new, fun and interesting material they’ve learned from. Which means that not only do you have something to put up on your social media channels every time you blog, but so do your clients and potential clients.
Think about it, if a potential client has read your blog and has even linked to it on social media, how much more likely are they to buy from you than if all they’d seen were the static “services” or “about us” pages on your website?
And you know I said its not all about SEO, well actually those social media links are great for creating inbound links to your website, something search engines absolutely love.
Of course it's no good just posting the occasional blog. To keep your site active; to keep enriching your content; to keep those pages being indexed, and to keep crawling your way up the search engine rankings - you need to keep posting regularly.
Write a list of the interesting things you want to talk about then plan into your diary when you're going to write and post each blog. Once a month is OK, fortnightly is better.
This is my first blog on this site so I'm trying to practice what I preach!