It’s a digital world.
We don’t remember phone numbers anymore because they are stored in our phones. We don’t memorize or keep volumes of data around anymore (when was the last time you were visited by a door to door encyclopedia salesman?) because information changes rapidly and is instantly available online. And we don’t look up businesses in the white pages anymore, because when we want to buy a product or hire a professional for a service, we Google “landscaper near me” or “best roofer” for our zip code.
All of this means that for businesses, the strategy for gaining and growing visibility and a loyal customer base has changed. And in this new world of online searches, SEO is king.
What is SEO?
SEO stands for search engine optimization. When you Google something, or enter a question into another search engine, the results show up according to how that search engine ranks the relevance of the answers. For example, a search for “auto insurance PA” will give results that include the websites for various auto insurance providers in Pennsylvania, but those results will be prioritized according to a variety of factors. The higher up you are on the search list, the better the chance that someone searching for auto insurance provider will see your site and click on it.
SEO then is a strategy for increasing your ranking in searches so that you show up more frequently in results, and higher up in the results list. And that translates into more traffic on your website, which in turn can lead to more calls and customers.
How can a company blog help?
There are many ways to increase your SEO so you move up higher on that search results list, but one that is relatively easy and highly effective is incorporating a company blog. Company blogs that are updated regularly can form a key piece of your SEO strategy, helping you gain greater visibility and more visitors to your website. Here are a few of the ways consistently publishing a company blog can increase your SEO:
- It keeps your website fresh and relevant.
How often do you update your website? Most companies don’t have a need to update their website very frequently, but that presents a problem. To Google and other search engines—and to your customers—a website that rarely has new content can come across as stale and no longer relevant. People might event wonder if you are still in business if the website hasn’t seen any update or activity in years.
Blogs are an excellent solution to this problem, as they are a regular source of new content. This accomplishes two things: first, it gives the search engines something new to index on a regular basis, which keeps you on their radar as a viable, active site that is managed by real people who care about providing value to their customers. Second, it gives your customers—both existing customers and people considering hiring you or buying your products—an ongoing source of new and valuable information.
- It is a great source for internal and external links.
Search engines love links. The algorithms that rank your website react very favorably to content that has internal links—that’s when you insert links in your blog to other pages on your own site—and external links—that’s when other sites link back to you.
Internal links are important because they help your website visitors find other pages on your site with information related to their search, and because they help Google and other search engines better connect you with the key words you are highlighting through those links.
External links are a major way that Google establishes your legitimacy and credibility. When another reputable site links back to you, that shows you are trustworthy. And a great way to up your chances that another site will link back to you is to make your website a reliable and valuable resource by including a regularly updated blog.
- It helps you engage with your audience.
Providing your audience with content that is valuable to them will help them feel more connected to you and convert them not only into buyers but into advocates for your brand. If your blog is well done, readers may post comments on it and reshare it, increasing your reach and exposing you to a wider audience.
Besides the SEO benefit, a recent study shows that customers are 131% more likely to buy from a company whose informative content they have previously read. This means that people are more likely to buy from companies they already trust from the helpful information they have been putting out in resources like a company blog.
Is it time for your business to up its SEO and customer connection with a company blog? Contact the marketing experts at RedKnight Marketing today to find out how!