Six Reasons Your Business Site Needs a Blog
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If you're trying to make your business website more visible on the search engine results pages, you should give serious consideration to creating a blog. If you already have a blog, you should put real effort into maintaining it. Facebook, Twitter, and other social media may be getting the marketing attention now, but few things can do as much for your site as a blog.
Jennifer Laycock covered many of these points for Search Engine Guide some months ago. She noted a study from HubSpot which revealed that small businesses who blog boast nearly twice as many links, more than four times as many indexed pages, and more than half again as many visitors as small companies that don't. Those numbers almost have to translate into more sales and conversions.
So what is it about having a blog that makes it such a powerful site engine? Let's go over that now, so you'll be motivated to maintain it even when you just don't feel like blogging.
The first, most powerful advantage of a site with a blog is the speed with which you can build inbound links. If you want to gain that advantage for your own blog, you need to make sure it features the kind of content that people want to link to. It's hard to put that kind of content on a straight business site, but once you start blogging, the information can flow more naturally. A blog is a more natural place for humor, too, and visitors love to laugh.
The second advantage to a site with a blog is that those links you gain will be deep links. With a straight business site, most links simply point to your home page. A visitor referred to your site will need to hunt around for the product they want. If someone links to particular blog entries, the “link juice” is more evenly distributed, indexing more of your site.
But just as importantly – at least, in my opinion – a direct link followed from another site to your blog entry will attract someone who is genuinely interested in that topic. So if you've written a blog entry about how to deal with chinch bugs, and a visitor came to your site via another link because he genuinely wants to learn how to deal with them, you're helping them solve a problem. You might even win their trust enough for them to buy a product from you. (This is why it's a good idea to link to other parts of your site from your blog, when you can).
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