Whether you’ve already got a business blog in place or you’re debating getting one started, you’ve probably asked yourself if you’re making the right decisions. The truth is that while a well-run blog is an invaluable asset to your company, a stagnant or improperly managed blog might be holding you back. As in every aspect of your business, you want to make sure you’re getting the most return out of the effort you’re putting into your blog. One of the most vital ways to do that is by examining its impact on your website’s SEO.
HOW OFTEN SHOULD YOU BLOG?
Experts agree that when it comes to making the most of your business blog, posting more frequently is a good decision. The goal is to create a resource that offers your customers regular updates, so they have a reason to keep coming back. However, as with any resource, it’s important to be mindful of the quality and diversity of your content. The best way to build readership is by providing a variety of substantive, interesting content. Don’t fall into the trap of blogging about insignificant or irrelevant topics just to fill a spot on the calendar.
Blogging less frequently will provide you with a slower growth rate in readership, but that might be the right fit for your company. Consider how much time and energy you want to devote to your blog. A few blogs a month might be a better choice for you than blogging every day, even though the latter is likely to grow your readership at a much faster rate. Specifically, research shows that the impact of blog posts tends to grow most successfully when you post four or more blogs per month, with website traffic increasing exponentially the more often you post after that. Whatever you decide, remember to prioritize consistent posting and quality content, and your blog should thrive.
HOW DOES BLOGGING HELP YOUR SEO RANKING?
SEO is all about showing search engines that your site is the best answer to the questions your customers ask. But how does a blog help with that?
- Frequent updates. If you’re managing your blog correctly, it should be the part of your website that gets new content most often. That does more than keep your customers coming back – although their repeat visits are a crucial component to strengthening your SEO. It also alerts search engines to the fact that your website is a going concern. Google analytics show that frequent updates directly correspond to higher SEO rankings.
- As previously mentioned, broad readership and repeat visits to your blog increase your overall SEO. That’s because search engines analyze things like how many times a post of yours is shared as part of the algorithm to determine your SEO. Getting your words in front of an audience is tremendously valuable to you.
- Keyword use. While blogs are often built around a keyword or phrase, good blogs incorporate these terms in a way that sounds like natural speech. This is a good strategy because that tends to be the way people phrase their internet searches as well. If your blog contains a phrase that matches a search term someone uses, that’s a huge boost to your SEO.
Think about the ways in which potential customers might be searching for you online. What questions do they have? Your blog should be arranged as an answer to a question. Try to keep a natural voice when you write, and let your content flow.
WHAT MAKES GREAT BLOG CONTENT?
Your blog is not the place to advertise. Potential customers won’t return to your site to read a series of ads about the services you provide. Instead, you want to put together meaningful content that they can benefit from. A great blog serves as an informative and relevant resource.
Do your research. The last thing you want to do is give your customers information that’s out of date or just plain wrong. Make sure you have the facts straight and cite sources (providing links is a great boost for your SEO!) Make sure, as well, that the topics you choose to write about are newsworthy. You don’t want to produce a blog that just tells people something they already know.
Your next order of business is to create a voice and tone for your company. Think about who your customers are and how you want to speak to them. You would address a crowd of millennials differently than you would baby boomers, and the way you write should reflect that. No matter who you’re writing for, keep it functional but friendly. Create a relatable tone that people will want to read, but make sure you’re still imparting great information.
Be mindful of the fact that many internet users don’t sit and read entire articles online—they skim. In fact, over half of your blog’s visitors will probably scroll through without stopping to read what you’ve written word for word. That’s okay! Make the most of scanners’ short attention spans by using descriptive headings and bulleted lists to catch the eye.
GET STARTED BLOGGING TODAY
Having a blog that’s regularly updated will be a boon to your business! If you need help getting started or are looking for top-notch writers who can provide you with content while you focus on other aspects of your business, contact Firestarter SEO today.