Why your business needs to produce content regularly
Producing high-quality optimised blog content is an essential part of any marketing strategy. However, too often blogging plays second fiddle to more ‘aggressive’ and risky paid strategies such as PPC or social media adverting. Using a your company’s blog in the correct way can yield excellent results in the short-term and improve your websites ranking in the long-term.
This article explains the benefits of blogging for businesses of all sizes and why it should be integrated into their content strategies.
We’ve broken down the blogging benefits down into two caregories: ‘SEO’ and ‘customer‘. However, it’s important to mention that the two overlap.
Here are some of the top line blogging benefits this article addresses:
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The SEO Benefits of Blogging
You’ve heard of search engines like Google and you know that ranking on the first page for search terms, or ‘keywords’, relevant to your business will increase the traffic to your web pages. Search engines have incredibly complex algorithms which decide how to display content most relevant to the search. Luckily for us as SEO copywriters, we know the techniques to both flag up your content as being highly relevant to the user, but also support your website’s overall SEO.
Overall Site Health
When considering the benefits of blogging for businesses, it would be natural to assume that the blogs themselves are the primary reason for an increase in traffic. Well, think of your website is one big machine composed of individual parts that fit together. Any updates or changes will have an impact on the site as a whole and its rankings. Improvements to your websites overall SEO therefore will naturally result in a rise in traffic.
Just like your website copy, blog copy should be of the same high standard of optimisation. Here’s why blogging for your business will improve your site’s authority in the eyes of search engines.
Google rewards websites that produce fresh, optimised content regularly. They are seen to be more active and relevant. We’d recommend publishing two or three times per month to get the most out of this ranking factor.
Intelligently placed links help Google to index your site.
Easily indexed sites are preferable to search engines.
Knowing how and when to link out to other sites is a skill. Getting the balance
right can make or break an article.
Aside from targeting the keywords of the article’s subject, it’s important to
use this opportunity to include some of your website’s core keywords naturally within the copy.
Creating Linkable Content
Having an insightful blog will encourage other websites to link to your
content. The more links pointing to the pages of your website, the greater the validity of site in the eyes of search engines.
Increasing Overall Website Content
Websites with high amounts of useful and relevant information are likely to be ranked higher than websites with few words and images.
Few businesses appreciate the underlying SEO benefits of blogging and when they don’t see immediate spikes in traffic coming through the content they recently published, they struggle to see the benefits. Remember, SEO is a long game and the benefits of blogging will be reaped over time.
Customer: Scoping out those traffic-driving topics
Creating Blogs Attracts New Visitors
Giving your content a fighting chance of being seen is essential and when optimised correctly, blog articles can drive a great deal of traffic from search engines over time. If your article ranks on the first page of Google it will receive a high number of new, or unique, visitors who may then click through to other part of your site.
Knowing which subjects to approach to achieve this is key. You might have seen a really interesting article by a competitor that you can put your own spin on, or perhaps you know of a trending topic that your target market is searching for. Whatever the subject is, it’s important to ensure that the article is optimised to maximise its exposure.
Article optimisation techniques include:
Keeping Users on the Page
Once you’ve got the users on there, it’s all about giving them the information they are looking for to make sure they stay on your site. If users do not get the information they need immediately, then they’ll leave without taking any actions on the page. This will result in a high ‘bounce rate’ which will affect your rankings.
Ensuring you put the user’s interest first will mean you provide the right information. If you or anyone in your business is a confident and engaging writer with SEO experience, then the only resource you are using to create articles is time. However, most companies and agencies tend to outsource their content creation to freelance digital blog copywriters which are able to maintain a high publishing frequency without sacrificing the quality needed to impress your target market.
- Reader Service: If you are looking for professional affordable blog copywriters in London then get in contact with Eagle Copywriting for a no-obligation quite.
One of the main challenges of blogging for business is striking the sweet spot between highly optimised content to benefit your website’s SEO and forming copy that will increase click through rates, create a buzz around your brand and ultimately increase conversions. Including links to your main service pages can usher traffic around your site and lead them to the purchasing areas.
Blog articles offers users a natural gateway into your brand.
If you can see a natural segway from the topic of your article into the product or services you sell, then including a Call to Action (CTA) somewhere at the end can help usher users to the actionable areas of the site. However, this is not always appropriate and shouldn’t be done for the sake of it. Sometimes it is better to keep the integrity of the article by avoiding the ‘hard sell’.
If the article does not flow seamlessly into describing your products or services, then you can include natural looking links to other pages of your site for users to click on. The longer the users stays on your website the greater affinity they build with your brand’s look, message and tone of voice increasing the likelihood of them revisiting.
Supporting your Social Channels
Producing blogs frequently provides excellent content to publish on social media (along with other articles, images, company updates etc).
If your brand has a strong social following, you can drive visitors from the profile to the website. Even if your social following is smaller, then posting your articles with relevant hashtags will amplify its exposure, increasing the number of impressions, leading to a higher number of followers.
Some businesses place advertising budget behind their article posts to help achieve this. You never know, the article you published might even go viral!
Case Study Example
To help put the points above in context, here’s a hypothetical example of a blog article. Pretend you own an eco-friendly soap website called Eco Soap, selling bathroom products. Here’s an example of a blog which hits the sweet spot between supporting your site’s SEO performance, driving traffic and engaging your target readers.
“How shower gel manufactures are contaminating our water supplies”
Why does this work?
- Highly relevant to product offering
- Easily targets core keywords (e.g. sustainable soap, eco-friendly soap, bio-soaps)
- Targets keywords around trending topics (e.g. water contamination, urban water supplies)
- Will remain relevant for a long time (evergreen)
- Targets audiences who might consider buying Eco Soap products
- Segways into Eco Soap product offering as a solution to the problem (allows for a strong CTA)
- Simple internal linking opportunities
This article demonstrates that blogging for business has multiple short and long-term benefits. By spending a small portion of marketing budget each month on blog creation your business can ensure high levels of organic traffic for the future, as well as attracting new dedicated users in the present.
Are you looking to reap the benefits of your business’s blog? Eagle Copywriting provides SEO copywriting services which are designed to increase traffic and cultivate a dedicated readership. With years of digital marketing experience, we know what makes users and search engines tick.