In this age of the internet, every business should have an online presence no matter the niche, field, or focus. For any business with that online presence, having a blog is an invaluable asset.
That is quite a big statement. Is it really an “invaluable asset?” Does blogging help your company’s SEO?
The answer is a resounding yes. A well-run blog is limitless in its online outreach and marketing potential. It is one of the best ways you can measure your website’s success, and it gives you new doorways to break into all kinds of audiences you wouldn’t have even thought to target.
In this post, we are digging deep into how blogging helps your company’s SEO and how to prevent your blog from becoming stagnant. An improperly managed blog can end up hurting you more than helping in the long run. We are here to help make sure this doesn’t happen to your business.
What is a Blog?
First, let’s start by addressing what exactly a blog is. There are all kinds of online content, formats and media forms that you can use. A blog can use a mix of all these things, but for the most part, it is something that is itself distinct.
A simple definition of a blog is that it is a form of online media that consists of brief posts using applicable information concerning your business and the information needed by your audience. Often, a blog is primarily written word augmented by images and infographics.
A blog should never be a “one-and-done” form of media on your site but will be one of the areas that get updated consistently to stay on the search engine’s good side.
Does Blogging Help Your Company’s SEO?
Now that you have a clearer idea of what a blog might look like, it is time to answer whether a blog is worth it for your company.
The general answer is yes. Blogging on your website can be a beneficial aspect and improve your website’s overall ranking and trustworthiness in all kinds of ways.
“Those marketers that have prioritized blogging are 13 times more likely to see a positive sitewide ROI.” (Hubspot, 2020)
Getting a business set up involves all kinds of decisions and new systems being put into place. When you want to add new aspects to your business, analyze their value.
Ask yourself these questions:
- Do they push your business forward towards set goals?
- Can they help you gain a larger audience?
- Do they increase the value of your services?
Any new addition to your business should be worth the man-hours and time you need to put into it. A company blog can help you improve in all of the ways addressed by the above questions.
However, one that isn’t managed correctly will end up doing more damage to your search rankings than good.
So, is a company blog worth it? What can it do for you that your business might not already be doing for itself?
How Does Keeping a Company Blog Help Your SEO?
Blogging helps with your SEO in all kinds of ways, and we outline the critical concepts for improvement below. Blogging targets key ranking factors that search engines like Google use to rank search results.
Each search engine uses a slightly different algorithm to rank the websites that will show up each time you conduct an online search. Depending on which search engine you want to rank for, you should research its key ranking factors. Ideally, you will rank on any of them that your audience decides to use, which will most likely be Google.
Google controls 92.41% of the Search Engine Market Share Worldwide as of March 2021. Compare that to the closest shareholder, Bing, at 2.46% and then Yahoo! At 1.48%.
According to these statistics, it is best to try and rank using Google’s current algorithm and leave ranking factors according to other search engines second or third on the list of priorities.
Pay attention to the word “current” as well. Google is constantly working on updating and improving its algorithm. Google’s goal is:
“…to provide you the most useful and relevant information.” (Google.com)
That means that you shouldn’t only be working on adding content to your blog but that you should also pay attention to Google’s algorithm changes so that your content can perform optimally.
Now that we have had a brief overview of how algorithms and search engines work let’s look at the specific ways blogging content could improve your website’s ranking.
1. Updated Content Helps You Rank on Search Engines.
Google pays attention to how much effort you put into your website and how up-to-date it deems your content to be. Since it wants to show you the most relevant information, it also wants to provide you with updated information.
If you haven’t updated your website in years, you have likely noticed a steady decline in the traffic directed to your site. The truth is that only fresh content helps to keep your website current.
Blogs help facilitate consistent updates to your site that Google wants to see in its top-ranking websites. It is pretty unlikely that you will have a reason to continuously update our homepage or contact information, which will likely be a bad idea for your business anyway.
Instead, utilize a company blog as a practical tool for adding new content to your website regularly. Keep it fresh with an updated blog.
2. An Informational Blog Decreases Your Bounce Rate.
Blogs promote user engagement by answering specific questions that copywriting on your home pages won’t be able to do. An informational blog that relates to your audience members should be a treasure trove of helpful content, adding value to your overall brand and website.
A bounce rate is determined by how long a single-page session lasts on your site. A high bounce rate is typically not a good indicator of the success of your website. You want people to stay on one page for a long while and on your website for a cumulatively long period for the rate to stay low.
This metric indicates a user’s interest in your content, brand, products, and usefulness of the information.
“As a broad rule of thumb, you want a website’s bounce rate to be under 40%. A rate between 40 to 55% is alright, but any higher than that should evidence significant room for improvement.” (Exposure Ninja, 2016)
The bounce rate will automatically be higher on “gateway pages” like your homepage. These pages link to all of the other long-form content, like your services pages or your blog.
A company blog is an excellent way to lower your bounce rate. It is longer-form content than almost any page based on web copy will be, meaning if people are interested in the topic, they will likely take the time to at least skim through all of the content on that page, lowering the overall bounce rate of your site.
3. A Blog Allows You to Support Link Outreach.
When you create web copy, you will quickly find that there is very little space for you to use backlinking without distracting people away from your brand or website.
However, creating a company blog allows you to capitalize on backlinking, perhaps even partnering with other websites to build up strong link outreach.
Each time you use a link in your pages, you build up the architecture of your site with internal linking, or you augment the information of your blog with external linking. It can be challenging to build backlinks naturally, but using a company blog as a medium is a great way to get started.
4. Blogging Allows You to Target More Keywords.
One of the most significant reasons that blogging helps improve your website’s SEO is keyword targeting. Varied topics and long-form content allow you to target keywords you want to rank for, but that don’t naturally fit into your copy pages.
For example, in this article alone, we have focused on targeting keywords and phrases like “does blogging help your company’s SEO,” “company blog,” and “blogging.”
All of these relate to your company’s success regarding their SEO rankings, which we are very interested in improving. We want to rank for as many aspects of SEO improvement as possible, just like a cupcake business would want to rank for almost any queries related to baking, specifically cupcakes.
It can be challenging to choose keywords sometimes. However, specific tips and tricks are needed to choose the right keywords that help you select those that will help you rank higher according to the general public’s typical queries.
The more queries you show up for on the first page of a search engine results, the more clicks and the larger audience you will reach. Just make sure not to be too broad or wide-reaching. Your content should always relate to your business and be informationally rich.
5. High-Quality Content Lets You Build Customer Trust and Brand Authority.
One of the primary focuses of Google’s algorithm is E-A-T, or Expertise, Authoritativeness and Trust. Although you can satisfy these criteria well enough with website copy, it is much easier to establish and maintain through a blog.
The three considerations specified in E-A-T are what will give you a high online ranking ultimately. You need to prove yourself with a suitable set of credentials, establish your authority using citations, sources, and gaining backlinks, and provide your audience with valuable information through your website.
A blog is one of the best ways to establish trust with your audience. It gives you the chance to supply them with all kinds of valid information and pile it full of credible links established as an authoritative source on the web.
6. Blogs Expand Your Target Audience.
Finally, and we have already touched on this one a little, blogs can expand your target audience. If you have ever used Facebook Ads, you will understand how a “target audience” works.
You refine who your marketing content reaches out to and who will see your ads. You can enter in what ages, gender and other demographic factors you want to see your ads. Ideally, this would target the groups of people most interested in your products or services.
You can’t figure out every single person or demographic that will be interested in your brand, services or products. A blog is a passive activist for your brand. It helps you to show up on anyone’s radar if they search for an applicable term.
That means you no longer have to worry about as much audience research and demographic development.
How Often Should You Blog?
Interested in starting a blog but unsure about the amount of time it will take to make it successful? Frequency is one of the most significant influencers in your blog’s success in boosting SEO.
If you post to your blog infrequently, you may as well not have it. Research by the Marketing Insider Group has found that publishing 2 to 4 times each week will provide you with the highest results. That translates both to results in traffic and conversion.
Beyond blogging frequently, what are some other considerations for a great company blog?
Characteristics of a Great Company Blog
Investing enough time and energy in a blog might seem like a big commitment at first, but it doesn’t have to be. Once you get started, you will likely find your flow and efficiently move through the blogging process from week to week.
You always have the option to step up your blogging game. You can dig into your keyword research, targeted audiences and desired lengths to rank higher steadily. But first, start with the basics to get the ball rolling.
1. Create a Captivating and Applicable Title for Your Blog.
Start at the very top, with the title of your blog. A blog title isn’t an essential ranking factor for search engines. However, once a search engine helps someone find your blog, a good name will make it that much easier for them to remember and return to later.
Your blog’s title should be in line with your brand and how you uniquely define yourself. Ask yourself what the theme or aim of your blog is? What is a captivating, short and catchy description you can use? Can you incorporate primary keywords into the title?
Always remember your audience. If there is a specific thing that they might be coming to your blog to find, make it relatable.
2. Research Your Audience.
Digging deeper into your audience is never a bad thing. Although the broad reach of a company blog can help you expand your audience, it is always a good thing to have a target audience in mind.
Straightforward ways to research your audience further include using tools like Google Analytics. If you already have a somewhat established audience, try to connect with them. You can send out fun or incentivized email questionnaires. If you do utilize Facebook, check out the Facebook Insights page to get a better idea of who is looking at what on your page.
3. Use Targeted Keywords.
Finding keywords that will target your audience and help people find your brand is essential. If your blog doesn’t do this, you miss out on one of the most significant pros a company blog has for your business.
You can try to put yourself in your audience’s shoes, meaning imagine what their queries might be and how they would search them. What words would they typically use? Make sure your keywords sound natural and make sense. Google’s algorithm is getting much smarter and can quickly spot content full of grammatical flaws or keyword stuffing.
If you are new to using and implementing keywords, check out tools like Ahrefs or have a good, old-fashioned discussion with your SEO guy to come up with a list of keywords you can effectively target.
4. Come Up With a Frequent Posting Schedule.
You need to post consistently. We can’t cover that enough. No matter how much keyword and audience research you do, if you let your blog slack off, Google simply won’t rank you. Your content will be out-of-date, especially if many other authority sites cover similar content.
If you don’t post consistently, you might as well not have a blog since it will only have a fraction of the effect if you don’t post regularly.
The easiest way to get into the flow of blogging and maintain that flow is to develop a posting schedule and assign yourself or others deadlines for their blogs. Come up with a blogging calendar and stick to those assigned dates.
5. Keep a Consistent Voice.
Although a consistent voice isn’t essential as a ranking factor, it is when it comes to the real, live audience on the other side of the computer screen. People will generally read your blog for one, or a combination of, these three reasons:
- They like the voice of your blog.
- You deliver your posts in an easily digestible way.
- They find the information useful, regardless of the way it is delivered.
So, if your blog is influenced by all kinds of voices, formats and ways of writing, you will lose those people interested in your voice. The loss of the second point is the worst since finding clearcut content on the internet can be quite a challenge for anyone.
6. Get Creative with Your Content.
The written word is a great way to communicate a wide range of topics, ideas and thoughts. However, there is a reason for the phrase “a picture is worth a thousand words.” Including visuals in your blog content can do all kinds of things to enhance your content.
Visuals pull people in, keep people scrolling, and help to explain more of the challenging content you have. Visuals also have a significant impact on how you market your brand. Some brands will use GIFs and memes in their blog content, while others utilize infographics.
Choose your graphics wisely to stay in line with your brand content. Ultimately, you want them to supplement the information, not draw the focus away from it or give it a different tone.
Start Your Company Blog Today
Are you sold on the worth of a company blog? Are you convinced that blogging helps your company’s SEO? It is never too late to get started! If getting a blog rolling feels like a heavy task or a bit too overwhelming for where you are currently at, contact Firestarter SEO today.