Mastering the balance between giving information without spilling all of your trade secrets can be difficult task, but the SEO benefits that an integrated blog strategy can have for a business’ website may be surprising. Let’s take a look at the benefits of creating an effective blog strategy.
Having a strategic blogging schedule that hosts shareable content can have positive impacts on your natural link profile, as well as providing your customers with advice that keeps them coming back.
The phrase ‘quality over quantity’ is important when it comes to blogging and although consistency is key, it’s important to ensure that you’re churning out content that is rich in information and adds worth to your business’ website.
Sam Allcock, director and founder of Custard Online Marketing, shares why an integrated blog strategy is beneficial to your business:
Engaging your audience and establishing authority
When done right, an effective blogging strategy is one of the most cost-effective ways to promote, grow and engage your audience with your business.
Filling your blog with articles about your niche is a proven way to help your customers feel like you’re the experts – which can help when converting impressions into engagements. If a customer clicks on your DIY tool website and reads an article about how to safely mount a photo frame to a wall, it can help to gain trust and let the audience know that you know what you’re talking about.
Bonus tip: Ask your customers a question at the end of your articles to encourage comments. This can help to foster a community around your business’ blog – ideal considering that 60% of consumers feel more positive about a company after reading custom content on its site.
Driving traffic to your website
Blogging content can help to enhance your business’ promotional strategy by providing articles that can be shared. Implementing links to the blog posts you produce in your social media updates can help to boost your reach across different platforms and expose yourself to a new audience.
There are many powerful tactics to increase your blog traffic but when your site, articles and general structure of your website has been optimised, natural SEO can help to organically bring first-time visitors to your site.
Smart uses of keywords on your page as well as answering common questions can help your article to naturally rank for search queries, whilst optimising the use of meta data (i.e. title and description tags) can draw a customer to your website as opposed to a competitors’ when found though Google.
Increasing indexed pages
On average, company website that produce regular blog content have 434% more indexed pages than those who don’t; which can give your site supercharge-power when it comes to determining rankings.
The internet currently has at least 4.67 billion pages indexed, so the more pages you have means the more prominent your business will be in search engines.
Spiders and crawlers that search engines use to sieve through your site are one of the most significant ways in which an engine can find a page that a customer is looking for.
The more relevant indexed pages you have; the more chance you have of your site appearing in organic search results. Although the number of pages your website has isn’t the main factor in Google’s algorithm, they can state that a site with a large number of pages is going to be more valuable than a site with only a handful!
Converting traffic into leads
Great – you’ve set up your company blog and you’re posting regularly. You’re slowly gaining a following and increasing impressions, but how do you turn that traffic into leads in order to further your income?
The number one tip to convert traffic from your blog posts into leads is to add a call to action at the ending of every post. Opening up a discussion, offering special discounts and encouraging the reader to buy your services is a proven way to convert, but it can be a tricky to find the compromise between over-selling and still sounding friendly.
Something like “buy roller blades now” is not likely to have much impact. Instead, try using the same tone of voice you have used throughout the article to make it sound as genuine and sincere as possible.
If you scroll down to the very end of this blog post, you’ll see the call-to-action feature that we use to increase engagements and conversions.
Companies that blog have 97% more inbound links than those who don’t, so it’s the ideal practice for businesses that want to increase their online profile and reach a new audience without compromising their current customer-base.
To find out more about how your business can benefit from having a company blog (and how to improve it!), get in touch with Custard. Our Manchester-based team has more SEO and content marketing expertise than you can shake a stick at!