June 28th, 2012
Whether it’s being your own accounting department, HR department (if you’re lucky enough to afford employees), customer service department, etc., as a small business owner you have many hats to wear–sometimes all at once. You may not want to add blog writer on top of all that, but let me tell you why I think adding a blog to your website is one of the best things you can do for your business.
There are two main reasons why I believe adding and maintaining a blog are essential:
Real estate has the catchphrase “Location, location, location.” Search engines should have their own catchphrase: “Authority, authority, authority.” Blogs will help you build that authority.
Back in November 2011 Google updated their search algorithm with the “Fresh” update, meaning Google favors fresh new content in its search results. Having a blog will allow you to create new content pages that will show Google you’re offering a “fresh” perspective on your industry which in turn helps increase your authority with them.
Bonus points if you have a sound link building strategy in place as well. Adding blogs to supplement your link building is a great way to help build potent authority. These two strategies work together to tell Google, “People are linking to me because they think I’m an authority on this subject and I’m always updating my website with new content on this subject. So, I really am an authority. Now put me up on that first page.”
Now, don’t get me wrong. Adding that blog to your strategy won’t guarantee you first-page rankings. If it did then I would be out of a job. I can say with certainty that having those in your SEO arsenal will significantly increase your chances of ranking higher than ever before. When it comes to your business why would you not want to try everything to help it succeed?
Whether you’re a fan of it or not we live in a social world. Buyers are constantly on the lookout for businesses that speak to them from both a product standpoint and now a personal standpoint. I’ve discussed previously that a blog is the quickest and most effective way of adding your personality to your website.
The blog is a tool that helps you connect with your visitors on a more personal level and shows them there is a face to the business that isn’t always “trying to sell them something” but cares about what they want. It’s basically a tool that helps the visitor feel comfortable with your business.
Now that we’ve established that blogging is a must for your site, let me briefly touch on the setup for a blog. Depending on how your website was built you may or may not already have blogging software. If you don’t have anything I highly recommend WordPress as it’s one of the most intuitive, customizable, and easy-to-use blogging platforms I’ve worked with. Make sure it’s set up on the site in the root directory, meaning the blog URL will be www.yourwebsite.com/blog. This will make sure to give your root domain authority that the blog may gain.
Now that we’ve got the blog set up, what do you write about? The easy answer to that is…Anything! Hopefully, you’re passionate about the business you’re in and you can provide insight that the average visitor can benefit from. This means not always talking about and/or overtly selling your products or services on your blog. The rest of your website is the sales pitch let your blog be about you helping and connecting with visitors. People are bombarded with sales pitches thousands of times a day. Let your blog give them information that will help them out. The visitor will recognize you being genuine and in turn will be more likely to purchase from someone they “know.”
Remember that a blog is a tool and you’ll only get out of it what you put into it. Good blogging is a skill and only comes with time and practice. One of the missing ingredients most people don’t understand with blogs is consistency. It’s that consistency that will help to add the most value for the blogs. Shooting out of the gates with 4 posts in one month is great but unless you keep that up it’s almost not worth it. That’s why you should start conservatively and ease your way into it. It’s better to add posts over time as opposed to decreasing or dropping it two months in.
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