You’ve been in business for quite some time. You’ve gone through a few different website designs. You recently met a savvy web developer, and she was able to build you a beautiful website. Your coworkers love it, and you’ve shared it with friends and family. You may even be getting compliments from current clients and, if you’re lucky, drawing traffic from search engines and other websites. But, there’s more. When the developer built the site, it also came with a shiny new blog. You may have heard that blogging is what all the kids are doing these days, but how is it relevant to your business, and how can leveraging the content posted there help your business grow? Good question!
While a company blog typically lives on the site’s root domain, it serves a different purpose. Here are a few ways to leverage your company blog for SEO purposes.
Opportunity to add new and fresh content to your site
Search engines love great content. Just ask this guy. By consistently adding content to the site, you’re not only proving that your site is consistently maintained, but that you are also taking your e-business seriously. In doing so, you’re also encouraging the search engines to visit the pages on your site more often. If your site has a significant amount of SEO, the engines will return to index your content more often than your competitors. By doing this, your site has the potential to rank higher for keywords that your competitors are also targeting. This will increase the potential for leads and sales.
Opportunity to introduce new keywords to target
Let’s say you are a psychologist in an American city. You’re ranking pretty well for the term “psychologist in [YOUR CITY]” but you’re looking to attract more local clients. Check out what happens when I visit Google.com and I start typing “psychologist for…”
You already have some great content on your site, but if you want to find other ideas and different keywords to target, you can create a blog post about each of these topics. Over time (and as your site’s ranking potential increases) you will increase organic traffic to the blog. As a bonus, add a call to action at the end of each post and turn those readers into actual clients.
Position yourself as an industry leader
I’m the type of guy who believes actions trump words. If someone tells me that they’re passionate about something, I expect consistent performance at a high level. For instance, if you’re a sneakerhead, I wouldn’t be surprised if you had a sneaker blog, a podcast, or if you were a moderator on a few well known sneaker blogs. Let’s say that you’re an accountant, and you want to earn a client’s trust and business. A blog may be what separates your business from your competitors. Trust me, people research before making decisions. By keeping a fresh perspective on industry trends and a commitment to speaking about them, your potential clients will see you as an industry expert. Your competitors will even take notice.
Showcase talent on your team
While you started the business, there are plenty of people that work with you to run it. And while you know it, the rest of the world may not know just how smart your team really is. By providing your coworkers with a platform to express their thoughts, you’re showing that XYZ Company is greater than one person. You know how the game works: a client signed on because they thought that you were going to work directly on their project. However, your schedule is so full with speaking engagements, other clients and running the actual business; you need a team member to pick up the slack. It’s a lot easier to qualify a coworker’s capability to handle that account when they have been building their own brand on the blog. Imagine being able to say “Hey, client, you want to know how qualified so-and-so is, check out this informative blog post about your industry. It got shared X times on Y blogs and even got shared by an industry leader.”
Links are clickable references from one site to another. By linking to a site, I am giving a vote of confidence. By getting enough “votes” on the web, you are increasing your website’s ranking potential, which will help drive traffic, leads and sales. If your content is stellar, other websites will want to reference you for argument support. Let’s say that you are a food blogger, and you came up with a great recipe for homemade mozzarella cheese. You include some great photos and even some video on your blog and share it with the world. Another blogger, who is blogging about their pizza recipe, wants to use your mozzarella recipe for the pizza. The blogger then links to your recipe from their blog. Now, all of those readers will visit your blog to see what you have to offer. Over time, other bloggers will take notice and do the same. At this point, you will have so many bloggers linking to your recipe that when someone Google’s the term “homemade mozzarella recipe,” your site ranks #1 from all the “votes,” and you get to enjoy all the traffic to your site…..for free!
Do you have a blog that doesn’t get enough love? Are you looking to start one? Contact us today and let us help you!