Six Reasons Your Business Site Needs a Blog - Four more reasons to blog
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The third reason to have a blog on your business website is the chance to use outbound links. Outbound links help your site build credibility. You're not just a company out to make money; you offer real resources to your visitors by linking to additional information. Blogs naturally link to other websites. And sometimes, other sites notice that you link to them. While you shouldn't depend on this, it could lead to a review or at least a link back.
The fourth reason you should maintain a blog on your website is the keyword potential it offers. A business website can only grow so big before it starts to overwhelm visitors with its sheer size. Since you can typically target only a couple of keywords on each page, this limits the number of keywords for which you can try to show up in the search engines. A blog, on the other hand, is not nearly so constrained. You're expected to keep adding regular content to it. You can use those additional pages to target more keywords or even branch out to attract a wider audience.
This leads neatly to the fifth reason you should keep a blog on your business website; it's an opportunity to keep your content fresh. As Laycock noted, “While blogs tend to be updated weekly (or even daily), corporate sites tend to be fairly stagnant.” That makes a huge difference in the eyes of the search engines. If you add content frequently, the search engine spiders will visit frequently, and they're quite likely to crawl deeper as well. Search engines will index more of your content if you keep it fresh, giving you a better chance of showing up in the search engines for your chosen keywords.
The sixth reason you should maintain a blog on your business website boils down to credibility. Think about the last time you went shopping online for a product with which you weren't very familiar. The first thing you wanted was information, not a hard sell. If you were looking for a laptop, for example, you knew that if you went to Toshiba's or Dell's site, they'd mainly offer specs and information on only their models, because that's what they're trying to sell you. So if you searched for the word “laptop,” you'd be less likely to click Dell's site and more likely to click a review website.
If your corporate website features a blog, you have a better chance of showing up in the search results for the more general terms, attracting potential customers while they're still trying to figure out what to buy. Offer them information that helps them make up their mind, without hard selling them, and you gain credibility in their eyes. They'll be more likely to bookmark your site – and remember you when they're closer to making their decision.
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