I guess it makes sense that’s there are a lot of blog posts out there about what else? Blogging. The more organic/technical SEO (search engine optimization) work we do for clients, the more we’re witnessing and truly appreciating the very great influence that an authentic and well-maintained website blog can have on where, in search engine results, a listing to an organization’s website appears. In fact, we often now find — when reviewing our own or our clients’ Google Analytics data — that the top page(s) on which website visitors land or enter a site are blog posts vs. the site’s home page.
You never want to use your blog to randomly store a bunch of search terms (keywords) for which you want your website to be found if those terms aren’t really relevant in any way to the products or services you offer or the solutions you provide. That’s known as “keyword stuffing” and both Google and website visitors will pick up on it. Google will likely ding you for it from an SEO standpoint, and those who visit your site may find it too sales-y or view or it as just plain spammy. That said, regularly creating and publishing topic-specific blog posts that are in keeping with your organization’s mission, the products and services you offer, and the problems to which you offer solutions is a great way to:
- Include appropriate keywords for which you want your organization to be found in blog post content to enhance and support other organic/technical SEO strategies, such as incorporating those keywords in your page title tags and in non-blog website content
- Be recognized as someone who understands your target audiences’ “pain points” and who can literally and/or figuratively eliminate or reduce their pain
- Be viewed as a subject matter expert (SME) or thought leader by both individuals who can directly buy your products and services or engage you for work, and by individuals or organizations who can refer the right target audiences to your organization
In addition to the primary benefits of blogging described above, drafting and issuing honestly-written blog posts at least once every six weeks that are relevant to you and your target audiences, will reap the following benefits:
- Having great fodder for social media that you can continue to reuse/re-purpose, particularly if most of your blog posts are ever-green in nature, meaning their content never gets outdated. Simply post the link to your blog post on social media with an enticing teaser lead-in to get your social media followers to click on the link and visit your website
- Creating a block of time in your work life to step away from day-to-day tasks and employ your creative skills. Writing can be relaxing and it also:
- Reminds you of your expertise, i.e., that you are a SME
- Causes you to pat yourself on the back for all you know and all you’ve recently learned
- Forces you to take a stand on a particular topic and recognize what your beliefs are related to it
- Causes you to understand what makes you different from your competitors
Finally, while, in general (think at least 75% of the time), you want your blog to discuss topics related to the products, services and solutions you provide, you can create good will among your various target audiences and with other individuals or organizations who might refer them, by blogging once in a while about topics that are tangential, but benefit society/communities at-large. Examples of good will blog topics include:
- Physical health and mental well-being
- Safety – including holiday, such as Fourth of July and Christmas tips
- Benefits of volunteering, mentoring, helping in your community, etc.
- How and why to be kind to others
- How to find your passion
- Ways to balance personal and work life
In addition to regularly writing our own blog posts, clients can and do engage us to ghost-write their blog posts for them. Whether you’re just looking for our help getting started and with creation of a blog editorial calendar, or you’re looking for someone to serve as your blog voice, we’re always available for a complimentary chat.
We’d love to hear your thoughts on the benefits of blogging, particularly anything we may have missed!!!