Blogging is part of an ongoing content marketing strategy, and because of this, publishing blog content will have long-term benefits for SEO, search visibility and website traffic.
What is a blog?
A blog is an (often informal) archive of timely content. Pages – typically called ‘posts’ – can be about news relevant to your website, your own latest news and activities, good causes you support, or just your personal opinions about anything.
The word comes from the original term ‘web log’, literally an online diary, and was originally just a way for individuals to write regular updates about their personal life, before it was adopted as a form of content marketing strategy by businesses.
It’s also the origin of the social network Twitter, which launched as a ‘microblogging platform’. Essentially, every tweet in the early days was a 140-character blog post.
How does a blog help my content marketing strategy?
Content marketing can use several techniques, for example including more detailed product descriptions for SEO, search-optimised landing pages and, in this case, regularly published blog content.
The more you publish to your blog, the more visible you will become, assuming your content marketing strategy is done right – but it is possible to compare businesses that blog with those that don’t in order to identify the average benefit of doing so.
In fact, Rick Burnes at HubSpot did just that, comparing more than 1,500 businesses with a broadly 50/50 split between those that published blog content as part of their web marketing strategy, and those that did not.
Hallmarks of SEO-optimised blog content
Well optimised blog content can actually boost your SEO in lots of ways, not just by giving you more pages for the search engines to find.
A well structured blog will also make use of some or all of the following methods:
- Unique optimised page title tags
- A unique meta description tag for each blog post
- Post URLs that include your SEO keywords
- SEO optimised page header and subheadings
- Frequent updates to show that your website is regularly active
Blog content also works well as part of a social media content marketing strategy, and it’s normal to see social sharing buttons, so readers can click to post a link to your website from their own Facebook, Twitter or other social network profile.
Should my business have a blog?
If you want people to find your website, yes. It’s not impossible to appear in search results without a blog, but it’s much easier with one, especially for generic phrases rather than people searching for your brand name.
A blog has many benefits, including but not limited to:
- Stops your website from looking ‘abandoned’ if your static content is rarely updated
- Gives you a voice and increased authority in your industry or niche
- Can make you more approachable, encouraging customers to get in touch
- Directly increases your site’s size, number of indexed pages and overall SEO value
- Lets you showcase your products or services, latest offers, case studies and so on
What if I can’t write well (or can’t write fast)?
We can do it for you. The Content Marketing Team have experienced writers who are experts in the relaxed but professional tone of voice that best fits a business blog, and we can put the necessary time into each post if you are too busy to do it yourself.
You can trust us to publish blog content on your behalf, or if you want the final say before anything is published to your site, that’s fine too – we’re happy to work in a way that suits you, so you’re always in control of the content you publish.
Contact us to find out more about how we can help. We’d love to help.