When done correctly, blogging does not only build trust between your brand and potential clients, but it’s also a great way to boost your website’s SEO results. Search engine optimisation consists of a series of activities that optimises your website’s content in order to improve your organic traffic.
If your blog posts are all optimised for SEO, the higher your webpages will be listed on Google and other search engine result pages. If your webpages are listed higher on search engines, this means more people can find your site and get to know about your business or brand. Companies that blog atypically get twice as much web traffic than those that don’t.
Not convinced? We’ve detailed the reasons below as to why blogging is important and how you can optimise your posts for SEO purposes.
Why is blogging important?
In the modern world of marketing, blogging is a crucial part of any business’ digital marketing strategy. It doesn’t matter what kind of company you run, whether it’s a small local business or a multi-national franchise, you should still have a blog. Here are a few reasons why:
- Attracts new clients
- Creates a community around your brand
- Builds your brand reputation
- They advertise and promote your services or products
- Makes you appear more trustworthy to clients
- Establishes thought leadership
Reasons to optimise your blog posts for SEO
Now that you understand why having a blog is important, you can now begin to understand how you can use it to boost your website’s SEO results.
Frequent content posted on your website
Google and other search engines’ algorithms love websites that are updated frequently. To them, it shows that the websites are relevant and fresh, compared with sites that might be outdated. They don’t want to list outdated websites to their users, as the content on them might now be irrelevant. Search engines want to rank the most up to date content possible, so they can ensure it’s as useful as possible to their users.
Unfortunately, it’s unlikely that you will update other pages of your website as frequent as Google and others would like. That’s where the benefit of starting a blog comes in. It gives you the opportunity to publish new posts frequently on your website, multiple times a day if you wish! The fresher the content posted, the more pages you’ll have for search engines to index, which means you have a better chance at ranking at the number one spot on their results pages.
Blogging gives you the opportunity to include links to other relevant websites to your brand. In return, these relevant websites or organisations might also link back to your site, which will help to generate even more web traffic that you couldn’t otherwise generate on your own. Building these relationships with relevant companies are key, and relevance is important. Websites that link to your site that have nothing to do with your industry will look strange to Google. In turn they can penalize you as a result, which will hurt your rankings.
Every blog entry that you post gives you a new opportunity to use SEO keywords in your website’s content. You can boost your search engine optimisation results by performing keyword research, finding the keywords and phrases that searchers looking for a business like yours would most likely use, and then using them strategically in your blog posts. To improve your outcomes, you can use ‘long-tail’ keywords that your target audience will likely use a part of the buyer’s journey.
For example, an FF&E business in Manchester might be trying to rank for the keyword ‘Manchester FF&E’ but is also targeting the long-tail keyword ‘Manchester FF&E for hotels.’ The hotel could then write up a blog post titled ‘The importance of asset tagging in hotels’ and tie it back to their business using their select long-tail keyword.
Important tip: Remember to avoid keyword stuffing!
Blog posts Are sharable
Blog posts are a staple sharer on people’s social media pages. More people are going to share a blog post that is relevant to them, than a company’s service page. It’s important when blogging to think about your target audience and write posts about things that they care about in a way that is understandable to them.
The more shares a blog post gets, the more people will click, re-share and explore other pages on your website. Blogs are also great for sharing on your own social posts too! While search engines will likely show the most relevant content first, they also like to show popular and frequently shared content too.
Need help with your blog’s SEO?
If you don’t have a blog on your website yet, then why not enlist the help of a B2B marketing agency? At List & Found, we’ll set up and run your website’s blog which will help to boost your Google rankings, outperform your competitors, drive more of your ideal customers to your site, and turn your visitors into customers. Sound good? Then get in touch!