Often people wonder if blogging is really a necessary part for the promotion of a business. This question mostly comes from small business owners who simply do not want to create high quality content for themselves or lack the abilities to do so. Even if they find the time to get this done, they are often clueless about what exactly they need to write about.
A business owner, who has built several large websites and managed a lot of blogging and content publications, has seen the difference it can make in terms of leads, sales and even search visibility or SEO. While we advocate hugely on the content production strategies, we also believe it all starts with a blog.
Are you still on the fence about blogging for your business? Then let us help you get over the dilemma by answering the most popular question.
Do We Host the Blog on the Business Website?
Blogging has more than one benefit for a business, and hence hosting the blog on your site is important. Hosting it anywhere else often times eliminates the purpose of blogging. While many businesses opt for external sites like, WordPress.com or Weebly.com, to meet their business needs, they do it mainly to meet their simplicity standards. The blog domains thus, are named by the company name followed by ‘wordpress.com’ or ‘weebly.com’. Although such external blogs are are better than having no blog at all, yet most benefits are achieved by blogs that are hosted under the name of the company itself.
So now that you know that your blog has to be on the website itself, here are the top 10 benefits of having a blog on your website :-
- Increasing search engine traffic
In terms of search engine rankings, blogging can be compared to fishing and the SEO field is a pond where you can fish from. The more hooks you have on water, the better are your chances with fishing always. In the same way, adding in more content to your site can help search engines index the page better. This helps in increasing your website traffic and organic search visibility.
Every new page you add is equivalent to dropping yet another hook in the water. More the opportunities in your target market to find your bait or the more blog pages you add in, the better are the chances of your website’s ranking.
- Humanizes your business
A blog to your business is just what a canvas is to painting. While some argue that this can be done on the ‘Home’ and ‘About Us’ pages of the website itself, a complete page titled ‘Blog’ brings a new dimension to your voice and personality. It helps you build up trust and increase the brand’s likeability factor.
- Supports the social media initiatives
It often becomes difficult for people to maintain an active social media presence with regular updates. A blog is where you can write about subjects related to your business. Social media often misses out on effective, unique and high-quality content, which is often the key to an amazing Search Engine Optimized site. While sharing other people’s ideas often comes to make a great piece of content, however, sometimes it becomes essential to have something unique on your site. Only unique and truly captivating content can generate leads to your business. You can share the link to your blog post on social media. This increases traffic to the blog and consequently helping popularize your business website. This would prove to be real yet difficult without relevant, topical information found in any of the blog posts.
- Builds authority in the industry
Blogging is one of the ways to establish you about the brand and as an expert in the field. It further gives you a platform to share important industry related insights and information. As this increases the trust and familiarity factor, keeping you on top of mind when prospects are ready to buy, helps generate significant increase in conversion rates.
- Improves Conversion Rates
Active blog pages signify that a website is alive, functional, maintained and loved by fellow customers. It is therefore important to update the blog page regularly if you actually have one, otherwise it is best to not have one. High-quality content that is interesting to read, and generates good amount of traffic to your business, is the right type of content for your website. According to SEO market leaders, overall ROI is more likely to increase for companies that do hold a blog page experience 13 times increase in ROI, consecutively, every year.
- Helps generate inbound links
High-quality inbound links to a site come to form the base of SEO for a business. However, when a blog is missing it becomes really difficult to attract authoritative links to a business website. New content can act as a resource for other bloggers, columnists, journalists and authors. They can use the same article as a means to develop their own article. They acknowledge your blog as “reference” or as a source of information. Once people start referring to your blogs, you will automatically start generating back links or inbound links to your own blog. Such back links help driving traffic to your business site.
- They help you rank on long-tail search queries
A site without a blog often has a hard-time ranking their long-tail keywords; keywords that consist of three or four words. A typical business website can very often rank for business-specific keywords but not for highly specific long-tail keywords. Blog posts containing such long-tail keywords can be one option to ranking them on the website.
- Increase in leads
Your site will definitely have lesser traffic with 51-100 pages in comparison to a site of 401-1000 pages. Blog is like a thick book full of pages with a lot of informative articles attracting diverse readers. This is why they benefit on lead generation. In other words, greater content means more form submissions; more quote requests, more e-mail opt-ins followed by enhanced sales.
- Facilitates valuable discussion
Through a two-way conversation, blogging presents businesses with the opportunity to connect to prospects and other customers. It informs visitors that your website is open to feedbacks, comments and criticisms. Learning what your target audience thinks about you, is the key to success for business owners. This context can be used to further ask questions, gain newer insights to customer’s needs. You can structure the content and your marketing initiatives based on what you have just learned.
- Allows you to gain “freshness”
Fresher the content, better the affect it will have on its readers. Google loves the quotient of new and improved content added on a regular basis in a given website. In fact, they also reward sites that generate this sort of content with better visibility. Fresh content also happens to be more related to news and are updated information, generating greater value. More content further means more opportunities to add internal links.
Blogging in a company’s website is the best way to differentiate yourself from your consumers. With your unique ideas and thoughts, one naturally grows their search traffic, customer trust and sales in the end. In fact there have also been instances, where really small businesses have generated unprecedented traffic compared to big-budget businesses with no blog or ill-maintained blog.