Why blog on a website?
A company blog is a sensational way to promote your business. Blogging allows you to easily increase the content on your site, and allows you to interact with your readers. In addition, blogs are often crawled by search engines, which can help increase traffic to your site. Learn why both an online store and other sites need a blog.
What kind of results can you get by blogging?
- Increase visibility
- building a relationship with the user
- increase website traffic
- creating the image of an expert
- increase sales
Company blog vs SEO
Having a blog on your website helps increase your site’s visibility, traffic, and thus has a significant impact on increasing sales. We know from experience that high visibility of the site in organic results for specific phrases, has a significant impact on conversion. Sales results are particularly important when it comes to positioning an online store. Blog and how-to posts are the most frequently searched for information by users. It’s easy to include a comprehensive answer to a user’s query in a long block of text, and that’s what Google does – provide answers to the question asked. Blog positioning will help draw traffic and have a real impact on search ranking results.
How does Google see it?
Even if a person doesn’t read the blog, Google’s indexing robots will certainly do so, to see what the site is about and assess the value of your site to a user who is looking for information. Google recognizes the document and its quality and associates it with the user’s query. The action of Google’s indexing robots:
- text selection
- recognition of the sentence
- cut for tokens
- recognition of parts of speech
- looking for known elements, e.g., name, color
- Evaluating whether a user query has something related to the indexed text
Therefore, the more content included on the site, the greater the chance, to increase the visibility of the site in search results. Visibility is defined as the number of phrases for which a website appears in search results. If your site matches a potential customer’s query, Google will raise its authority and display it high in the search engine. By blogging regularly and increasing the amount of content on your site, robots have to crawl and index more pages, which naturally increases the chances that Google will find something a user is looking for, and it’s your site they want to show them.
Positioning of the online store
Users entering an online store’s website focus their attention mainly on the graphics. If they are interested, they are likely to read the description to gather more information about the product. Long content can discourage a potential customer, so the product description should be concise, readable and include key phrases. As I wrote above, a blog is a good place to expand product descriptions or give advice, regarding purchasing choices. This is a great potential, definitely worth exploiting.
Blog as a company portfolio
For many in industries such as architecture, it is important to visually showcase the services it offers. You may find that adding photos to a gallery will not be enough to get a customer interested in your product. It is then worth giving the user more complete information, which can easily be included in a blog. Maintaining a company blog additionally can act as an ongoing portfolio of past work.
Gaining contacts to potential customers
Often on blogs you will see a box that encourages you to sign up for a newsletter. If the content on the blog is of interest to the user, once they sign up, they will receive information from you about new posts or promotions. This, in turn, increases your mailing list, which gives you a chance to stay in touch with your customers and further encourage them to take advantage of your company’s offerings. A blog encourages new readers to follow or “like” your profile on social media, for example. You can also use your blog to create content that your audience is eager to share with their contacts. Companies that blog get 97% more links to their site from other online sources (source: Hubspot). When people publish your content on their feeds, it’s another source of external link acquisition. In addition, your brand recognition automatically increases, at a relatively low cost.
Internet users seek expertise
The blog allows you to share your knowledge and the latest information. This will make you an expert in your field in the eyes of a potential customer. You will inspire confidence by writing tips and advice on what the customer will gain from using your company’s services. A blogger is often a role model for people surfing the Internet looking for inspiration. Maintaining a blog is the foundation of content on any website. By creating a separate tab rich in content, you’ll gain a space to share your knowledge, without visually compromising or overwhelming users on the homepage with content.
Systematic blogging gives both users and Google’s indexing robots a package of valuable information they are looking for. For this reason, taking care to add content regularly will bring many benefits. It will help raise your site’s visibility, inspire customer confidence and help them in their purchasing decisions.
