Is a Company Blog Worth It?
You’ve got a website. Now how do you get visitors?
The answer: consistent, quality content.
By Alex Herbert
Alex is a content marketing enthusiast with a passion for international travel, the Spanish language, and Starbucks coffee.
A blog is one of the best and most economical ways to get started with online content marketing. Useful web content, like blog posts, can improve your rank in search engines, helping you get seen by your target audience and potential customers. Starting a blog also gives you content to promote across the web and on social media channels, encouraging more user engagement, web traffic and brand building.
So What’s The Verdict?
If you’re wondering whether a blog is worth the time and effort, the answer is a resounding yes! Companies that blog regularly get 55% more visitors to their website on average than those that don’t. Blogging can be even more important for small businesses: it is estimated that small companies that blog get up to 126% more lead growth than small businesses who don’t.
Here’s the basic premise: the more valuable content you create and share, the more you’ll be seen as an authority in your field and the more users will start to trust your brand. (And the higher you’ll begin to place in search engines, like Google.) Quality, readable content that is relevant to your business is key. Your content should be engaging and written for a human audience, as well as optimized for those Google spiders.
A Blog Boosts Search Engine Optimization (SEO)
Blogging is undoubtedly one of the best ways to boost your search ranking. It’s one of the most cost effective ways to improve SEO while simultaneously showcasing your expertise and establishing yourself as an industry leader.
Posting new content consistently is great for users, but even greater for search engines like Google. Google’s algorithm puts fresh content at the top of search results. Instead of creating a website and abandoning it to grow stale, blogging ensures that your site always has fresh content that will attract search engine spiders. Posting regular content helps you get seen by search engines, ultimately driving more traffic to your site.
Blogs also provide the perfect space for establishing links and creating content other websites will want to reference and share. And content that is shared widely online boosts your SEO efforts, reach and visibility.
A link to your site from another site is called an external link, and they weigh heavily in search engine rank. External links leading back to your site show Google that users on the internet value your content and therefore, it must be important and worthy of sharing. The more people out there who link to your content, the better you’ll rank with search engines like Google.
A link from one page on your website to another page on your own website is called an internal link. Internal links keep people interested, clicking and engaged with content on your site. For example, in a blog post about web design tips, internal links may drive you to a page on web design services (like this) or a related blog post you created on responsive web design basics.
Internal links help provide useful organization and navigation on your site. The longer people spend on your website, the longer they’re spending getting to know you, your content and your brand. And the longer users stay on your site, the better you’ll perform in search results, too. Google measures how long users stay on your website. If you have high abandonment or bounce rates, the rate at which users leave your site, Google will score your site poorly (and your site rank won’t be as high).
Now that you know why your company should be blogging, let’s take a look at how to create posts that are optimized for search engines.
How To Create a Search Engine Optimized Blog Post
- Write long posts. Generally speaking, lengthy posts rank higher on search engines. A little over 1,000 words is a good mark to aim for, but it’s perfectly fine if your post is longer or shorter than that. What’s most important is that your content is easy to digest, high quality and worthy of sharing, as Google is looking for posts that create good experiences for readers.
- Choose 1-2 keywords to focus on in your post. Keywords are words that are relevant to your company and are searched often online. Using keywords throughout your post will help Google understand what your post is about, and rank and categorize it accordingly when people search for those terms. For example, this post uses the keywords “SEO” and “blogging,” as we want to share valuable information on these topics in the hopes that users will see our post in search results and take our advice! You can use a tool like Google Keyword Planner to help you choose related or trending words that will help your site be seen and ranked in the right places.
- Include your keywords in four specific parts of your post: title, headers, URL, and meta description. The title of your blog post will be the first thing both your readers and search engines see, so be sure to include your keywords here. The same thing goes for headers. Include your keywords in the URL of your page (i.e., beckdigital.com/blog/improving-seo-with-blogging) and the meta description. The meta description is the snippet that appears underneath your blog title in search results, and is meant to clue in your readers on what your post is about.
- Avoid keyword stuffing, or overusing your keywords in ways that seems unnatural and forced. You don’t want to pack in keywords, as you’ll likely get flagged by Google. Google’s algorithm takes user experience into account, and inserting keywords haphazardly throughout your post won’t make your reader or search engines happy. Only include your keywords in places where it seems natural and makes sense to your reader.
- Include images, and give them descriptive names. Google likes to see images in blog posts, especially original images that you’ve created yourself. Give the image a descriptive title, including your keywords in the image title (if they’re relevant). Images, along with video and other multimedia formats, count as content. And as we mentioned before, the more content you have, the better.
Ideas for Your Company Blog
Blogging doesn’t have to be difficult. Start small and aim to share content regularly. Here are some ideas to kickstart your blogging:
- Talk about industry trends. Discussing trends that impact your field help to convey you as an authority.
- Share a company highlight. Tell the story of an important event that took place in your company.
- Create a how-to or informational post. Posts that teach people how to do something tend to do very well online.
- Disagree with a popular opinion. Your contrary position will pique reader’s interest and generate traffic to your site.
- Answer some of your frequently asked questions. This will show that you are listening to your customers and are able to provide them with helpful answers.
Read more blogging ideas here.
By consistently putting out quality content on a company blog, you can boost your SEO and reach a larger and more targeted customer base.
Confused about blogging or digital marketing in general? Let our experts take care of it for you.
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