There are 2 key ways to get found by the search engines:
- On-page optimization: how the words and phrases on your web pages match the search phrases being typed in.
- Off page optimization: mainly through the number and quality of inbound links from other websites, directories, Blog posts etc to your pages.
Although we were being badly let down on all counts we had started the process to improve our web content but we needed to come up with some pretty quick fixes towards the downloadable content and blog that we had planned.
I decided that the next step should be to introduce a blog – and fast.
Because every time you introduce a blog post you add another web page and that’s an opportunity to get ranked for your key terms in the search engines. In addition a blog provides an opportunity to add fresh, compelling and relevant content to your site on a regular basis.
There are additional advantages of blogging, a blog can be used as a platform to differentiate your offering from your competition through, perhaps, a thought leadership stance. Once the content is published it can continue to offer results to the search engines months after publication. Blog posts can be re-purposed as enewsletter content or to answer customer questions or to promote intellectual content such as technical papers or eBooks. And a blog offers the opportunity to entertain your audience in a way you could never do through your website.
The Social Media Examiner blog post “Ultimate Blogger’s Guide to Search Engine Optimization” offers some additional arguments and reasons on the importance of blogging.
It was a reasonably easy task to get our corporate marketing team to set up a blog for us, and then it was just down to me to get the content written. I’ll discuss the importance of an editorial calendar in a later blog.
It’s never too late to start blogging so if you haven’t started yet I’d recommend you get to it right away.
If you’ve had business success through blogging or if you can add to the discussion, let me know on 01803 413481.