It’s time to admit that SEO driven, high quality content converts. In this blog we highlight the value of having a company blog and explain the pitfalls of managing a company blog yourself.
Blogs Power SEO Efforts
The biggest reason businesses invest in blogs is to reap the rewards of improved organic ranks.
Posting interesting and relevant blogs to your website alerts search engines like Google to the fact that your website is active, relevant and trustworthy. When your website is seen as a reliable source of information, Google will position you at the top or very close to the top of the organic search results.
When you appear organically on the first page on Google potential customers are likely to click on your website. Some Google users still mistrust paid ads, and would prefer to seek the information they require about a product or service by scrolling below the fold. This is why a mix of PPC and SEO/Content Marketing is often recommended to power any digital marketing campaign.
Blogs Maximise Reputation
Blogs enable a business to inform and educate people about their company. Having a blog is like having an online voice. Through a well-managed blog page a business can make key announcements, share exciting product news, pose interesting questions and share any and everything related to their industry in a relaxed and informal way.
Blogs Convert Socially
Blogs are often distributed via social media, this encourages readers to engage and interact with a business in real time. Strategically distributed blogs can interrupt and engage a potential customer who may be scrolling through their social profiles at a particular time of day.
If the blog posted is interesting and optimised enough it can convert to a sale from a social platform on a mobile device.
Pitfalls of DIY Blogging
Many blogs/newsfeeds start out great but soon run out of steam due to lack of real writing skills, lack of relevant topics to pluck from, lack of enthusiasm and lack of time. A poorly maintained blog/news feed can harm your online reputation, long gaps in the time between posts suggests that your website is not active and your business is not exciting enough to write about on a regular basis.
Creating frequent and engaging posts that power your SEO efforts requires strategy and a skilled SEO trained content writer working alongside an analytical team. This will ensure you not only have an abundance of scheduled relevant content to post but that each blog post is relevant to what your target audience is searching for online and that the performance of each post can be tracked via Google analytics and social analytic tools to let you see that all important ROI.