Why Business Blogging and SEO Matter
Most content marketing strategies are built around creating and sustaining engagement with a target audience. Most brands are looking to develop a relationship with potential customers, and eventually, be viewed as a credible industry authority.
Blogging is a great content marketing and search engine optimization (SEO) tactic because it allows you to provide value to potential customers while growing the authority of the website. Visitor benefit from learning more about your industry and products and your content will attract links and new visitors. Proper business blogging is a win-win for everyone involved.
Here are a few reasons why business blogging can be so impactful your online results.
More Pages in Search
The more quality content your blog has, the more pages Google can crawl and index. As a result, you’ll likely receive more traffic and visibility.
In fact, websites that contain a blog have 434% more indexed pages. Once a page is indexed it has the opportunity to rank. Ranking increases visibility and the opportunity for potential customers to find your website. There is an entire chain reaction that all starts with creating something valuable.
New & Relevant Content
Search engines prefer new, fresh content and see it as an indicator of an active and growing site. After all, Google wants to present the most up-to-date and new content possible for their customers, the searcher.
This is known as Query Deserves Freshness or QDF, where Google ’s algorithms determine if a search deserves an up-to-date result. For example, if you are looking for the score for an NBA game and you search for “What’s the score for the Laker game.” Most of the time, Google will deliver up-to-date results of the score for the current game. This may also be the case for an industry event or topic you are discussing on your blog if it’s timely and popular.
Unfortunately, you can’t keep changing your company’s history and about us page. But starting a blog gives you the opportunity to publish new content, posts, and images to keep your site fresh and top-of-mind for search engines.
Relevance is also critical when talking about quality content. Your content should be useful to your audience(s) and obviously relevant to your industry. Writing about pellet guns if you are a photographer is not going to help you rank.
Once the content is indexed and starts to rank in search results, it will naturally start to receive links from other websites. Well, it will if it is useful and relevant, which is all the more reason to make sure it is.
A link from a quality and relevant website is like a vote, it communicates to Google your website is trustworthy and someone else thinks so.
But link earning and building has changed over the years, you can just spam the internet and expect your website or pages to rank anymore. You have to build relationships and promote your content to influencers and people who would benefit. This can be time-consuming, but not as time-consuming if Google determines that you have been trying to manipulate the system. So, do your best to earn links and find opportunities to promote your best content.
Know there are two different types of links:
- External links – are links from other websites linking to your web pages.
- Internal links – Internal links connect pages or resources within your website and improve the user experience. You have complete control over these links and should link to other helpful resources within your content whenever possible. One of the best examples of internal linking is Wikipedia.org. Wikipedia links to other pages frequently and this also improves the time spent on the website and other engagement metrics.
Targeting Different Customers and Audiences
Each blog you post is an opportunity to target a different customer or customer need. The keywords you focus on will help with targeting, but the actual content topic and or theme is what will attract the visitor.
However, if you have a clear idea of whom you are talking and the problems that arise, you can technically target a different customer with every article. For example, if your business audience is both local business and b2b, the same problem may require a different approach. For instance, the two industries may use different keywords to search for answers to their questions. This may lead to a completely different article or angle on the same topic.
Business Blogging and SEO Takes Time
Blogging and SEO is not the cure-all and it will take time, so don’t expect miracles to happen overnight. Developing and publishing a regularly updated blog should be a part of your business blogging strategy. As long as you are committed to creating quality content that better serve your clients and willing to do it consistently, you’ll be in a better position to climb in the search rankings and enjoy the benefits of increased traffic and brand exposure.