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Why You Should Have a Blog on Your Website

October 19, 2011

Like Social Media Marketing everyone seems to be talking about blogs too, so why should you have a blog on your website?

First, let’s look at what a blog is:
Blogs provide your business with a chance to share your expertise and knowledge with a wider audience. They can be used as a news interface or to create excitement around a service or product that your business offers, allowing you to interact and create dialog with your audience around topics of interest to your business.

How does a blog help from a Search Engine Marketing point of view?
A blog increases the amount and freshness of content on your site as well as increased traffic to your site. Search Engines monitor the frequency of updates and the growth of a website’s content. These updates are a part of the ranking algorithms which the Search Engines use when considering how visible your site should be to their audience i.e. a searcher.

Having quality informative blog entries also means that you increase your likelihood of building backlinks to the blog itself too, which from a SEO perspective is an all important part of helping to make your site visible in the Search Engines.

Ultimately your goal is to drive targeted visitor traffic to your website. A website is built for people to use it to find out more about your business and your products/services, so of course you want traffic. If people conduct a search in a Search Engine and then click on a search result that takes them to your blog, then you have traffic. If they find your blog post interesting or informative, they may even take a further look at the rest of your site after reading the blog. That means you have potential to sell your products or services to these people, who might not have found your site if it were not for your blog post.

How do I make my blog successful?
Part of a successful blog means gaining exposure to the blog itself. This means building a following by exposing your blog to the Blog Directories and having tools such as RSS feeds, social media sharing functionality and such like available on your blog.

You also need to blog regularly. At least once a month is a good start, but more than that is great, and this is what you should be aiming for. The beauty of blogging is that all of your staff (if you wish) can write an entry each month and then you will easily have a number of entries to upload without placing the responsibility on one staff member only.

When writing blogs, try and write about hot topics and include keywords where you can (without getting carried away!). This can all help with allowing your blog to show in search results for relevant search queries.

Also don’t forget to write to your target audience i.e. don’t fill it up with a whole lot of jargon that only you and your staff understand – you want potential customers to be able to understand what you are talking about so that they will look at your blog as an expert resource and keep coming back for more.

If you are blogging about products or services be sure to include links back to relevant pages on your site. This will provide opportunity for your readers to look further into your site to find out more and also help with the internal linking structure of your site.
If you are interested in finding out more about blog marketing and how you might be able to use it to benefit your business, talk to us today.

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Filed under Digital Marketing

Written by

Jess joined Apex in 2005 after graduating from Massey University with a Bachelor of Business Studies majoring in Marketing. As an Account Manager at Apex, Jess is responsible for the management of a large number of Search Engine Marketing campaigns. Jess is a Google Adwords Qualified Individual managing numerous campaigns for our clients across a broad range of industries and a...

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