Written by Jessica Ann on February 12th, 2014
Why Your Business Should Have a Blog
If you are wondering why your business should have a blog, consider this analogy. Imagine your favorite television channel broadcasts your favorite show. That would be great, wouldn’t it? Now imagine they put every show from every series back-to-back. That would be even better.
But now, imagine if that was the only show that it broadcast for one year, two years, or more. You would quickly become tired of your favorite show, and you’d most definitely change the channel.
In the eyes of search engines like Google, websites that do not consistently blog are just like this. Do you want the same information presented in the same way day after day, month after month, and year after year? Not so much.
The solution is blogging.
Blogging allows you to publish regularly updated content on your website. Like in the example of the television channel, the objective of a blog is to get users to your website and to keep them there.
Here are some of the benefits of having a blog on your website.
Blogs Are Good For SEO And They Increase Traffic
Search engines do not like content that is old, and neither do users. Think of your own searching habits. When you search you will probably click on the result with the more recent date than an article that has been published months or years ago.
Because of the way Google analyses how people interact with its search results, it knows this better than anyone. That is why it wants new, fresh content and likes websites that are regularly updated with quality content.
So here are the first two reasons for publishing a blog on your website:
1. SEO should be a part of your marketing strategy for 2014. Search engines will be more likely to display your pages in their search results.
2. Users will be more likely to click on your fresh new links, which gives you more opportunities to pick up new sales or leads.
But that’s not all.
Blogging Establishes Credibility And Trust With Your Customers
Once on your website your blog will continue working for your business as having a busy and interesting blog helps to build credibility and trust with your customers and users. They will be able to see that you are an expert in your field and that you are working hard to answer their questions. All of this will move them closer to a buying decision.
The trick is to publish interesting and helpful articles that are written from the perspective of your customers.
Improves Knowledge In Your Business
The benefits that a blog brings to your business do not end with your customers. Getting them to your website and converting them into leads and sales will usually be the main reason for having a website in the first place. But there are other less direct benefits that can be hugely helpful for your business.
The first is the feedback you get from customers. You will obviously need to allow comments on your blog posts. This is often a valuable source of information. You will be able to find out what your customers like, what they don’t like, what they are unsure about, and what problems they would like you to solve.
Another benefit a blog will bring to your business is knowledge. The discipline of writing a regular blog will force you and others in your team to not only have a full understanding of your industry, products, and customers, but to also stay up-to-date with the latest developments and trends. And you will become better at communicating about your business, which will help in the sales process and in interactions with your customers.
As you can see there are many tangible as well as indirect benefits that come from having a blog on your business website. The good news is a blog is easy to set up and in many cases this can be done free. The frequency of your blogs will depend on your business but once a week will suit most situations. Remember that more is not always better. Focus on quality content and articles that provide depth, context, and substance. This keeps you on the good side of the Google Hummingbird changes.
So, why not reap the benefits and start blogging today? Google will reward you down the line.