When Bill Gates coined the term ‘content is king,’ even he didn’t realise the power of great content in an online world.
Current research shows that regular, quality business blogging is one of the most effective tools in your digital market plan.
So what exactly are the outcomes an effective blog can create?
- Improve the ranking in Google of main keywords
- Win new searches in Google of new keywords
- Build more traffic on your website
- Build more trust
- Win more business
And the way to do that is to ensure your content is regular, fresh, original, and of interest to your audience.
Sadly, many blogs do none of these things so really hold no value.
So, if you’re just starting your own business, haven’t used blogs before or are yet to see any benefit from your existing blogs, we encourage you to read our blog!
Let’s have a look at:
- How blog content is the perfect vehicle for on-going communication on your website
- How internal links from your blogs can improve the other page ranking on your site
- How high quality blog content is read and shared by your readers
- How great blogs will ensure a great ranking, win searches and secure business
1. Blogging is typically the only place on your site you can update all the time.
Where else on a website do you have the opportunity, format or space to provide constant content updates to your audience? Where else on your website can you consistently drive your ranking for key words? Where else do you have the opportunity to consistently provide fresh content?
Search engines such as Google use an algorithm that measures hundreds of on-page metrics such as keyword density, relevance, comprehensiveness and writing-quality.
Therefore, it’s only natural to want a place where you have more space & creative license to write comprehensive content without upsetting the balance of the UX (user experience) or dilute any marketing message.
Unlike website pages that have content that is largely static, blog content can be fluid and ever changing, ranking for more key words and driving search rankings.
Here’s a really good example;
The Bookkeeping Store offers a remote bookkeeping service to small business owners. With some research, we were able to identify that thousands of small business owners would probably research how to record the KMs and fuel usage on the company cars.
We therefore wrote an article explaining everything about vehicle log books. The idea being that the great content would satisfy the query, “what is a vehicle log book?” when searched for in Google and that ‘X’ percentage of those people would be interested in learning more about outsourced bookkeeping.
It’s a bit of a niche area, so it has no place on the main website content pages, but sits really well in the blog section and has gained a high ranking in Google and continues to win searches, and new business, for the client.
2. Use internal links from your blogs to improve the rankings of other pages
Ever wondered why links are so important? A good blog that includes internal links will work to drive traffic and authority to other pages of your website, boosting your online visibility. It’s called cornerstone content. As a copywriter, our cornerstone content is this website’s homepage and, in a way, this blog article is reinforcing that page by the links we’ve created back to that homepage.
So in addition to the importance of high value content, and ranking for keywords independent of the main site, linking from the blog to those other pages is a vital step to gaining additional exposure.
The other positive factor is that it helps the user have a better experience on the site. They get to navigate their own way through the site clicking on content that matters to them. Creating links to your other web pages encourages readers — your potential customers — to click through to your service and product pages and increases your chances of gaining new custom.
3. How quality blog content is more likely to be read, shared and used to create even more links
Think about the last time you did an online search. Chances are you typed in a question.
Current analysis shows blogs that answer questions and solve problems are more likely to win searches, drive sharing and ultimately result in sales. Anticipating what your audience needs is essential, as is offering solutions to those needs.
Take time to think, research and provide content of value. This could be market intelligence, to information of value on the use of your products services. This creates genuine reader engagement which drives sharing, linking and, in turn, a higher position in the rankings.
We know that this very blog you’re reading has been shared and linked to from many other business resources on the web, from digital marketers to start-up advisors, which helps us rank well.
Originally published at www.bld.com.au.