If you happen to have been searching for why it is essential to have a blog and found this post - that is precisely why having a blog is vital for businesses.
Every minute of the day, people are searching for products, for advice, for services - and for you. And one of the ways that they can find you is through the content you create.
Blogging as a business brings in traffic, allows you to showcase your products or services, and establish yourself as a leader or expert in the market.
The first benefit of having a blog is that you will be bringing in traffic. And, each person that visits your site gives you insights that you need to refine your content offerings further.
There are a few ways that people might visit your website. They might already be qualified and aware of your brand, so simply type your brand name into a search engine. Or, they may have typed in something in the search bar that your blog content answers.
Your blog content will be optimised for search traffic, meaning it covers all of the keywords and questions most asked by your audience.
Consider that most websites rarely have more than ten static pages that usually look like:
Those pages won’t need to be updated unless you rebrand or add new products, people or others to your company. Once they are indexed - that is it.
But blogging brings in a dynamic part of your website; the continuously updated content will keep search engines indexing your website - and offers more opportunity to make the front page on search.
Turning blog traffic into conversions is one of the most important things about your blog content. While some blog content can simply be informative, others can be with a more sales angle - and both are perfect.
Even informative blog posts will bring in traffic, and usually from interested parties. There will often be several calls-to-action within the blog, and those will direct readers to products, services, instant contacts opportunities, or other blog posts.
Here is a rough idea of the journey:
If the service performs, they will likely come back, and you have created a loyal customer from a single blog post.
Looking at Google specifically, about 200 different factors are taken into account when websites are ranked. Quality backlinks are one of the factors.
When you create blog content, it should be high-quality, with linking opportunities for others. Link building only works if you have a curated content strategy that allows you to position yourself as an authority in the market.
Other companies, content creators, and industry leaders may link back to your blog posts within their own to make their content more robust. These are inbound links, also called backlinks.
Once you have created blog content, it keeps working even when you are doing something else. For example, imagine you are working on a client project. Your blog content will get traffic, establish you as an expert, increase your brand awareness, and increase your rankings.
Sales can come from fresh content or old content - as long as it is optimised, of course.
A blog for your business is one of the most important ways to keep bringing in traffic and see plenty of conversions.