Blogging is hard work. It takes time and lots of perseverance to keep blog content regular and on schedule, and not burn out in the process of trying to sound fresh, informational and engaging when you’re basically going round and round the same topic. So do you absolutely need to do it? And really, does blogging help SEO?
The short answer is: yes!
Blog is not just a good-to-have sort of content platform on your business website. It is a must-have for SEO, brand building and user experience (UX).
HOW DOES BLOGGING HELP SEO?
Here are some stats that will quickly explain the strong link between the two:
• The more frequently you update your website with new blog content, the more frequently Googlebot (Google’s crawling bot) will visit your site. This gives you an incredible opportunity to win better rankings.
• Small businesses that blog get 126% lead growth than those that do not blog.
• Business blogging leads to 55% more website visitors.
• On average, companies that blog receive 434% more indexed pages.
• B2B marketers who use blogs generate 67% more leads than those that do not.
• 60% of consumers feel more positive about a company after reading custom blog content on its site that isn’t just about hard-sell. The more inclusive and broad-based its blog content, the more caring and trustworthy they seem.
• 78% of chief marketing officers think custom blog content is the future of marketing.
• 61% of U.S. online consumers have made a purchase based on recommendations from a blog.
HOW DOES BLOGGING HELP BRAND BUILDING?
• Blogging helps to position your business as an expert in the industry. With regular blogging, you stand a good chance of emerging as a `voice of authority’ in your field – and this image sticks in people’s minds even if they are not actually reading your blog regularly.
• Blogging is the number one tool that establishes your presence on social media. While it is fine to post links to interesting blogs from other people on your Facebook page, all you’re really doing to building traffic for other people when you should be building your own. Over time, if your social media strategy is based on simply outsourcing instead of creating your own original content, a casual scroll down your page will immediately establish your business as a lightweight. You don’t want that.
• Blogs can be multi-purposed for direct email marketing as well. Reusing fresh content across every available communication channel is a hallmark of excellent marketing strategy.
• Blogging `humanizes’ your business in a way that no About Us page can. It increases your likeability quotient exponentially.
HOW DOES BLOGGING HELP USER EXPERIENCE?
• Half of every business is “show business”. A prominently featured blog button is an indispensible showpiece that gives weight to your business presence. Users respond to the fact that you’re taking time out to build content for them and not just using your website to sell products or services.
• Broad-basing your blog to capture a cross-section of your industry builds user trust. It is quite expected that you will use blogging to answer questions, give information and other essential resources to back up your business. But if you move beyond that scope and include related topics within the industry, the choice makes users feel looked after and important.
For example, you sell car accessories. Obviously you’re going to talk at length about car accessories in your blog. But if you channel some of that space to talk about daily problems, tips and solutions about maintaining a good car, users will take note of that.
Also, your related topics will get indexed by search engines, and a lot of traffic will visit your website when they were searching `tips on how to winterize my car’, for example. These users are also interested in car accessories — or will be in the future. By attracting them to your website with topics that are not directly related to car accessories, you are broadening the reach of your customer-fishing net quite effectively.
As writer and editor, Nabanita (Nita) has worn many hats. She started her career as a magazine journalist – and launched and edited India’s largest-selling weekend magazine (`Brunch’) before moving to the United States in 2007. She has also written travel books (for the award-winning `To Asia With Love’ series) and countless columns and articles for newspapers and magazines in the United Kingdom, United States and Asia. She has been working in digital content marketing for over 10 years now with a relentless curiosity about what drives and motivates people when they’re interacting in the online space.