Is Blogging REALLY That Important?
Updated: Jul 31, 2020
By Stephanie Ball
YES! With the rapid evolution of web and technology trends, it would be easy to assume that blogs are a dated concept, judging by their inception date alone (even though the word “blog” wasn’t adopted by Miriam Webster until 2004, weblogs have been around since 1994), but blogs are anything but out of date. Blogging is one of the most important web marketing tools you have at your disposal.
But how are blogs such a huge benefit to your business?
First, let’s talk about Keywords and Search Terms. When you type words into a search engine, the search engine spiders through the millions of websites out there to find your search terms in the content of a website. The more keywords you have within your content, the higher the chance that your site will come up in search results. Be careful- don’t start adding pages of unordered words in nonsensical order. Your content must make sense, or you will be penalized by search engines. The easiest way to logically add a large variety of search terms to your site is to have a blog. Each blog post you publish adds to your site’s keywords through its content, which, of course, increases the likelihood your site will come up in a search!
Next, let’s talk about Search Engine Optimization and Content. Search Engine Optimization (SEO) is the process of improving your website’s ranking within the results of a search. After search engines have spidered for appropriate keywords (see above), they then evaluate your site for relevancy, currency, and accuracy. If your site has the right keywords, but it hasn’t been updated in a few months, you are going to be pushed to the bottom of the search results. Updating your blog regularly ensures that you are consistently adding new and helpful content to your site, which will improve your overall ranking.
Now, as a basic business practice, you want to Establish Yourself as an Expert in Your Field. Everytime you publish a blog post, you are providing more evidence that you have experience in your area. You know what you are talking about and you have something to offer! You have services and products worth paying for and using. Your blog will help turn site visitors into sales by showing them that you are an expert in your field.
Lastly, blogs provide Opportunities for Customer Interaction. With the world going virtual, online interactions are more common than in-person interactions; face time with customers is continuing to decrease. When you are able to meet with customers face to face, you can build a rapport with them, genuinely and organically. When you’re separated from your customer by a computer screen, you have to come up with ways to invoke moments that provide the same opportunity to develop a connection with your potential customers. Every blog is a way of sharing your knowledge with your customer. Every blog is a chance to field questions and provide answers (via the blog’s comment section, or on whatever social networks you share your blog) without asking for anything in return. Every blog reader is a potential customer.
Let’s get blogging!
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