Recently, there has been so much focus around social media sites such as Facebook and Twitter, it is making it easier and easier for companies to neglect one of their most important, powerful online marketing methods; their blog. In fact, for companies looking to increase their SEO efforts, or improve their sales cycle, a well-crafted blog can make a huge difference.
In this post, I’m going to explain to you 3 reasons each why Marketers and SEOs love blogs.
Education – While some business sites do try to incorporate education in their site, there is only a limit to the distance they can go; so as to not distract the prospect from the sales cycle. On a Blog, however, you can educate the reader for as long as they want to be educated. A prospect is also a lot more likely to buy from you after your blog has helped him solve a problem he had. Data from HubSpot says that websites with blogs generate, on average, 67% more leads!
Conversation – It’s not rocket science to know that if you have a relationship with someone, they are a lot more likely to want to do business with you. A blog gives you the opportunity to build this, through comments.
Viral – Blogs are so much more likely to go viral, and in turn bring in staggering amounts of traffic, than a website. The reason for this is simply that people would rather share an informative article than a sales message.
So, that’s why Marketers love blogs; but why do SEOs?
Building Links – A Blog is a very easy way to build links. Like I said for marketers, a well-written Blog is likely to go viral, and the result of this could be either people are tweeting it, sharing on Facebook or Linkedin, linking directly to your post and adding a comment on their own blog, or simply linking to you because they liked the article and want to share it with their audience. The speed in which a blog can build links back to it is astonishing compared to a business website.
Depth Of Links – Not only will the links build up quickly, but they will also be spread out nicely. Think of it like this; a business website would have directed the vast majority of their inbound links to their main page, whereas on a Blog, they spread out, because other people are linking to the individual page, and not your main/homepage. This means that individual pages have higher rankings, and can bring in a lot more traffic.
Keywords – Where on a business website, you have a certain set of keywords, on a Blog, you can go deeper and deeper into your keywords, for example if you were an IT company, on your website you wouldn’t want to optimise keywords that you could optimise for on your blog. The reason for this would be that you want to keep the traffic going to your website as targeted as possible.