Blogging; Is It Still A Thing?
-Clarissa Burrows
Businesses have been using blogs on their websites for ages, which poses the question, are they still valuable anymore? In today’s internet hustle and bustle, are blogs still valid?
We say, absolutely yes!
Blogging is an art form really, and done right, can offer a business a great deal of benefits. Perhaps not immediate sales as soon as the first blog goes out, but certainly blogging can help to build up your company’s reputation and work towards making you a household name.
There are many ways that blogging can help you achieve your business’s long term goals, however one of the most important facets of why blogging is good for your business, is the SEO side of things.
Search engines like to show off websites that are chock-o-block full of relevant, interesting and valuable information. When people do a Google search for something, Google will helpfully offer what it thinks are the most relevant or valuable websites first. Most people will never look at sites beyond the first page of results or indeed the first five or so websites that are listed.
Blogging helps you ensure that your website contains absolutely all the words people might search for that relate to your business, allowing Google to offer up your website as one of the first websites people see. This is how SEO works, in a nutshell. If the blogs you have on your website are regularly updated with well written, relevant and interesting content that relates to your various services, Google will offer your website as one of the first websites in the search results (which is what you want). More blogs, equals more words for Google to find and make it more likely to assume you’re a valuable search result.
If your website has no blog section, you’re limited in the words you can use on your website, which in turn, makes Google think your site is less relevant or valuable than others that have a higher concentration of relevant words or phrases. Obviously, you’re trying to beat the competition, and it’s easier with a blog section on your site.
Blogging can be used to position your company as an industry thought leader or authority, which in turn, makes those in your industry trust you and think of you when they need your products or services, leading to eventual sales. This is usually done through writing educational blogs that offer some of your knowledge, without giving it all away for free. Just enough that people can try the things you tell them to, experience your info being correct and then trusting your future advice too.
Opinion piece blogs are also a good way to gain notoriety within your field. Discussing your company’s (well thought out) opinions on problems, news or updates within your industry, provided these opinions are interesting and steeped in facts, will also work to make you look like “the company in the know”.
There’s the lifestyle aspect of blogging too, you can use blogging to promote an aspirational lifestyle or what a customers’ life would be like if they purchased your product or service. This would work as a way to personify your offering in the customer’s mind and make it something they actually aspire to. Making people imagine how much happier or better their lives would be if they had your offering can be done through well written, descriptive blogs.
Blogging helps to make people trust your company, it also helps Google and thus people, find your website. Which increases the likelihood of them wanting what you sell. Blogging is a valuable tool for brand awareness and building loyalty, trust and confidence in your business.
So yes, blogging is perhaps more important now than it was in years past.
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