It’s common for businesses to come to us requesting help improving their search rankings (we do offer SEO and SEM services, after all). Among all of our suggestions, the one that always creates the biggest question is the idea of blogging.
“Will that really help my search rankings?” they ask. “Yes!” is our quick reply.
Make no mistake about it; blogging is one of the easiest, most cost-effective ways to improve your search rankings.
All search engines, including Google, Bing and Yahoo!, use complex algorithms (a fancy word for math) to serve up what they deem the most relevant content to their users. Blogs improve your search engine rankings by displaying your company’s expertise through fresh, relevant content full of keywords.
Blogs provide fresh, relevant content
A website shouldn’t be something you create and leave alone. Great websites are like living organisms; they are constantly growing and changing. (And they need to be fed!)
A blog allows your site to grow by providing content that wouldn’t otherwise be contained on your site. When customers are looking for a product or service, they want to purchase from the leader in the industry, a blog allows you to establish that authoritative voice by providing your customers with the relevant, factual information they are looking for.
Fresh content has become even more important recently. Google tweaked their algorithm to push fresh content to the top of rankings for many searches.
Blogs attract external and internal links
When search engines crawl the web, one of the things they weigh heavily is the number of external sites linking to your website. External links prove your site is providing helpful, relevant information. A great blog is great link bait that other websites will be inclined to reference, creating important external links.
Blogs also serve the critical function of providing internal links to pages that are deep within your site. Search engines want to see that your pages reference each other and are coherently tied together. Blogs can reference your product, service and company pages and help create that internal linking structure.
Blogs allow you to expand on your keywords
Anyone even remotely interested in SEO has heard the importance of keywords. One of the ways search engines rank websites is based on the keywords contained in the sites. All other things being equal, websites that contain more of the searched keywords will rank higher than other similar sites because it is assumed they have more relevant content related to the subject.
Sites with regularly updated, relevant blogs will undoubtedly have more related keywords to their industry than sites without a blog.
But wait, there’s more
Not only do blogs play a key role in improving your website’s search rankings, they are also a great way to increase your customer’s engagement, establish yourself as a thought leader, keep your visitors coming back for more and build trust within your community. They even integrate perfectly with your social media marketing.
Most web users are now expecting companies to have a helpful and relevant blog. Will they be disappointed?