Why Start A Blog For Your Company?
Director of Content
There are many reasons why you need to have a blog on your company website. Apart from sharing company news and promotions, helping earn trust among your customers and building your reputation as an industry expert, one of the best reasons to blog is because it helps boost your search engine optimization (SEO) rankings.
With the first five organic results getting 67.60% of all the clicks and 70-80% of users ignoring paid ads for organic results, simply blogging or publishing blog posts for the sake of it will not work magic. There’s a sort of science and chaotic discipline to blogging that will only work if you know the basic ingredients. Here are some ways how blogging benefits your SEO game.
Apart from your audience, guess who loves fresh, unique content? Google! And other search engines for that matter. Search engines want to provide relevant and updated information to their users, so regularly updated pages signal that they’re most likely to have the most time-relevant content.
Additionally, putting out content regularly gives the search algorithms more opportunities to index your site and keep it on their radar. In this sense, blogging is by far and large the easiest, fastest, and most cost-efficient way of publishing new pages and content on your website.
On the flip side, 30% of consumers rate quality content as the top factor that adds credibility to a blog. Making content that’s both fresh and high quality is more likely to get your readers to stay longer on the page, working wonders for your search rankings. It also increases your ‘authority’ potential for your industry’s main keywords, making it more likely for Google and other search engines to recommend your page for expert knowledge on related topics.
Keywords are crucial in getting products and services in front of the eyes of your target market. However, while using relevant keywords may be a no-brainer, the competition is fierce for the top-ranking spots. So, unless you’re the biggest known brand in your industry, you’re better off aiming to rank for long-tail keywords.
Blogging provides the perfect opportunity to target long-tail keywords. Long-tail keywords are often more specific and therefore have less competition in the rankings. This also allows your content to reach more qualified leads as they’re already searching for a particular solution or query.
Of course, the key to effectively using keywords is to avoid over-saturating your content with it. Insert your long-tail keyword when it’s relevant and natural to the flow.
Backlinking can be beneficial for companies—each link back to your content tells Google that your blog offers valuable and credible content. The more backlinks your page gets, the more likely your content is to rank higher on the results pages. In fact, Ahrefs found in a study of over one billion webpages, 90.63% got no organic search traffic from Google. 66.31% of the indexed pages had zero backlinks.
These figures mean that the 2000-word research report you worked hard on could be missing out on pageviews due to lack of links. However, it’s important to aim for high quality links, as lower-quality backlinks may not be as effective in boosting your rankings (and can even harm them). The best way to tell a quality backlink from a lower-quality one is if it has the following traits:
- It comes from a reputable and authoritative website.
- It includes your target keywords in the link’s anchor text
- The site linking to you aligns with your covered topics and themes
- The link has a “Dofollow” tag attached to it.
- The link comes from a domain that hasn’t linked to you previously
At SmartSites, we know how to blog like a pro. If you want to find out the benefits of blogging for your business, do contact us today.