Business Blogging 101 Part 2
In Business Blogging 101, you learned about some extremely important facts dealing with blogging for business and how it can positively affect your bottom line. That article also covered in more detail the very reasons ‘why’ you need a blog for your business, no matter what industry you are in.
But that was just the very tip of the iceberg! The benefits and rewards of having an actively growing business blog is an often overlooked and mostly underutilized marketing tool that business owners ignore, underestimate or simply do not know about or maybe even understand. Whatever the case may be, the bottom line is that if you are not blogging about your business, your products or services and the people that make it happen, you are leaving money on the table for your competition to snatch from right under your nose!
#1 – Search Engine Optimization (SEO)
One of the biggest and best reasons to have a business blog is to boost your search engine ranking. The more posts or articles you publish, the more search engine spiders will visit your site and index content, the more indexed links are created pointing to your website, the more your business turns up in search engine results, the more traffic you will have going to your website. This is a purely simple example of cause and effect.
For example, as was previously mentioned in the first business blogging article, blogs that have at least 20 published articles per month average more than double the amount of traffic of websites that do not have a blog or only post 3 or 4 times per month. Yes, you read that correctly, MORE THAN DOUBLE!
But lets take that a step further. Its great to be publishing that much content in the course of a month, but targeting the titles and content of those articles will help boost your search engine ranking too. This is called optimizing your website content. This is an essential part of garnering more traffic to your website, by using industry-specific keywords that your customers use to find the products or services that they are looking for. If more of your content is coming up in the top ten or even top five search results, guess who gets the lion’s share of the traffic; YOU DO!
But while we are discussing keywords, think about what keywords you have not used yet on your website. Each article, just like the pages on your website, should focus primarily on one or two main keywords and perhaps a few related ones. Each time you do this, you are leveraging an amazingly powerful tool to boost your search engine ranking as well as increase the number of visitors to your site that are looking for the products and services that you offer.
Business Blogging Case Study
A few years ago, RVHWD completed a major website redesign project for a fire department (see Web Development – Custom Fire Department WordPress Theme). Prior to the redesign and migration to WordPress, the fire department did not do a lot of blogging and then it was only about the latest emergency that they responded to. The website really only appealed to the members of that organization and some of the neighboring fire departments, but created very little interest from the community that they served.
This adversely affected their bottom line!
However, when that fire department used the principles of writing for their community and using optimization for search engines, the website’s popularity virtually exploded over night with a lot more traffic. This in turn created more interests in their public safety/fire prevention programs as well as increasing volunteer recruitment and better participation in their fundraising efforts. In other words, they made a lot more money.
As a feather in the cap, both RVHWD and the fire department were applauded by one news agency for creating a website (and blogging content) that the general public actually WANTED to use!
Business blogging is a greatly under-used tool that can more than double your website traffic. Keywording your website and your blog posts will drive more qualified traffic to your site, creating more leads for your products or services. This in turn increases sales and positively affects your bottom line! It is no longer a question of if your business needs a blog, but a question of when you will start using one.
In Business Blogging 101 Part 3, we will take an in-depth look at another fantastic benefit of blogging for your business.