First, let’s recap why people even blog. It started as a way for individuals to share journal like entries online. It actually still is basically the same thing today. Visitors can read, share and comment on the blog post. Interesting fact: According to Web Designer Depot, the term “weblog” was created in 1997. Small business blogging quickly became the new thing to do. It was being used by companies and organizations to share articles, especially after learning it positively affected search engine rankings.
Unfortunately, most small business blogging was abused by publishing regurgitated content that was copied and tweaked. The user experience sucked and led to high bounce rates. That transitioned to outsourcing content from overseas writers. I tried that personally. You get what you pay for…
Then, there was this brief period, like 2005 – 2012 (I think), where blogs were having a heavy impact on search engine listings. User generated content was big deal, especially in the form of bulky replies and conversations happening in the comments section. At one point with Google Plus, you could even have your profile picture display next to your blog listing on the SERP page. Write a blog post about your favorite keyword, then it would rank well, with your image next to it. Click-thru rate double digits. Engagement was great. Conversions were high. Yeah…those were the good ole days…SEO was easy then.
Does Blogging Still Work?
I still believe blogging works. If you create original content that has value, and present it in a way that is informational and easy to digest, you should experience higher engagement. Blog post present an opportunity to do that.
Not only that, but as a growing company, you need a dedicated area to share new information, company updates, and thought leadership.
Since this is the second blog post for MoSerious Marketing, I figured I’d discuss why blogging still works.
Blogging for SEO
SEO, you know that stuff I do to help websites get found in search engines. Blogging is part of the process. It’s just necessary. The key is, having something to say. At every agency and marketing firm I’ve worked at, we’ve written, and purchased blog post for clients. The main purpose was to generate website traffic and share information. Forbes said, “businesses with blogs get 59% more traffic.”
According to Hubspot, blogging is “one more cue to Google and other search engines that your website is active and they should be checking in frequently to see what new content to surface”.
Usually, the main products and services that a client provides will have their own target page within the website menu. That page should be optimized for 1-2 main keywords about that product or service. Blog post create opportunities to write new content, that targets long tail keyphrases relevant to the target page.
Blogging For Link Building
Speaking of links…there is also value in the link building opportunities created by blogging. It starts with the anchor text link, within the blog post that links back the target page. That link informs the search engines that the page being linked to, is related and important. When other companies and individuals find value in the post and link to it from their website, that “link juice” passes to your optimized target page and helps it rank higher.
Matter of fact, you want to get at least 3 different links within the blog post.
- Inbound Link. This is a link to your post from another website. When others find value in what you presented, and it can help their audience, they’ll link to it.
- External Link. This is a link where you’re linking to another website, from yours. If you’ve cited sources, or quoted someone, show some “link love”, and link to their website where you got the information.
- Cross Link. This is a link to another page on your website. You want to strategically link to the page using anchor text in a natural way. For example, blogging is part of the SEO strategy when we work to improve rankings. See how I did that…
Building quality links to your blog post is very important, if you want it to rank well. There are plenty of tactics used to generate links. I’m not a fan of link outreach. Who likes to send emails begging people to link and share content. I’m not saying it doesn’t work, I’m saying I don’t like doing it. I prefer to create great content and publish it in a way that gets engagement. Usually that engagement is likes, shares, comments and inbound links.
The work is actually promoting the blog post in a way that people can find and engage with it.
Blogging To Showcase Expertise
Let’s say, a major event happens that is directly related to your business industry. There is a bunch of buzz concerning it online, in the news, and everyone is talking about it. A blog post gives you the chance to carefully share your thoughts and expertise about that event, in relation to your industry and company. Where does your company stand on this issue? How do you handle it? What recommendations do you have? What experiences have you had with it? Answer questions like these in your blog post. It will be original, have value and showcase your company’s expertise in the subject matter.
Blogging For Social Media Content
You must make blogs shareable, and do the work of sharing them (or pay someone to do it). After you’ve invested the time and resources into creating the blog post and supporting content (infographics, videos, social post, etc…), you must share and promote it. Do this using social media, email, text, everything…
How To Share Your Blog Content On Social Media
- Create a hashtag that supports the blog post. Something like #BloggingStillWorks
- Create long summary of your blog post, and a supporting video, then share it on your company Facebook page. Be sure to include the hashtag and a link at the end of the Facebook post to the blog post.
- Write a slightly different version of the summary and share it on the company LinkedIn page with a link to the blog post and the hashtag.
- Create a short summary and 1 minute promotional video of the blog post, and share it on the company Instagram page. Include the blog post link in the company bio and use the hashtag #LinkInBio and #BloggingStillWorks.
- Use Twitter and tweet the short video and 140 character summary. Include a link to full blog post, and you guessed it…use the hashtag
If you actively engage with social media, your followers and subscribers should engage with the new social media post. They will like and share your expertise. At the very least, your friends, and your friends friends, will like, share, and comment. A decent percentage of them will actually click the link and visit the entire blog post.
Blogging For Company Updates
As a growing company, you’ll likely experience all kinds of milestones. These could include anniversaries, new hires, new products, new services, relocation, promotions, mergers, and more. A blog post section gives you a location to post these types of updates publicly. You want your clients and potential customers to see and be aware of your company growth and changes.
Blogging For Dynamic Content
Most websites have an area for recent blog post, or a home page slider, or some type of dynamic content. A regularly updated blog section give your website the chance to have dynamic content that updates automatically.
Consistent blogging will keep your website alive, updated and fresh looking. It’s great for SEO, providing expertise and sharing information. Start blogging. Contact me if you need help choosing topics or finding direction. Free consultation.