The term itself feels so 2004, back when everyone you knew was creating a personal blog to talk about the interesting thoughts they had about the ending of Friends. But the blog has come a long way, from being a selfish way to get your ideas out into the universe.
Small businesses that blog get 126% more lead growth than small businesses that do not blog. (HubSpot)
Valuable Resource For Your Customers
First and foremost your business blog needs to be respected source of information. Take Marcus Sheridan’s swimming pool company, River Pools.
Back in the crash of 2008, they were struggling to bring in new business. No one was building new pools during the housing crisis. Business was down, and it looked like River Pools was going to go down with many “luxury” companies that targeted the middle class. That’s when Marcus had an idea – his clients may not be building new pools, but they had pools that needed service. So he started a blog answering all the common pool maintenance questions his customers were asking him.
It was that simple, his last appointment asked a question about the best way to winterize a pool, and he put the answer on the blog. River Pools is now the most trafficked website in the pool/spa industry with over 500,000 visitors a day.
Be that resource for your clients – answer their questions, teach them something new and when the time comes to talk about buying a new pool? You’ve already built up a level of trust and authority that your competitors can’t match.
New Content for the Search Engines
Search Engines like Google are always looking for new information on a site. Fresh content on your site plays into the algorithm, telling it that this company is engaged, an expert in their space, and looking to drive real value for their users.
Once a site has over 300 indexed pages, traffic generation increases by 236%. Blogs greatly increase the number of indexed pages a site has. (Source)
Search Engines are designed to deliver their users the most up-to-date and relevant content. While your website might be beautiful with extremely relevant content, if it hasn’t seen an update in the last year, the search algorithms will dock you for it. Your business blog not only ups your page count but it keeps your content fresh and relevant.
Keywords are critical when it comes to Search Engine Optimization. It is a delicate balance optimizing your site on focus keywords but still covering keywords your potential clients might be using. That’s where your business blog can help. A local dentist office may concentrate on “dental check-ups” their future patients may be searching for “yearly cleaning.” Using the blog, you can optimize for both keywords without compromising the effectiveness of either.
Your blogs don’t have to all be 1,000 words. Start small by addressing questions you answer every day. From there, you’ll learn what can drive visits and increase your rankings.