Because the internet is important in 2016!
Even more so than when I was dialing it up on AOL in high school. Traditionally blogs were kept as internet diaries, but where’s the money in that? Today, businesses run blogs to drive interest in their products.
But why bother? Why write all of that?
Well in short, because it’s easy. Not easier for the business necessarily but for the consumer. And today’s consumer loves when it’s easy. When a blog is run properly it can essentially become a one-stop shop for a diverse source of information. A blog is something that can have personality and also create a relationship. When done correctly, blogs can be a very efficient channel of communication between consumers and businesses. Consumers tend to feel more assured when the information is coming straight from the source. However, it’s not just the consumer that will appreciate what blogs have to offer. A good blog will prove beneficial for businesses as well.
The act of blogging alone will boost site traffic. It’s the nature of search engines. And everything is searched and new searches happen every day. Search engines, like Google, rank search results based off of a couple important factors like: keywords, original content, relevance, and quality.
Blogging is also a way to spread a message through other social media sites. If you’ve been on Facebook within the last five years I’m sure you’ve came across at least one Buzzfeed blog post. Those posts generate interest through Facebook that will eventually lead to a Buzzfeed landing page. It’s a very clever, easy, and cheap way to get people on Buzzfeed.
IMPROVE YOUR SEO
Keywords! Keywords! Keywords!
These are very important. The keywords chosen will be the flag for which search engines will use to find relevant articles. The more relevant the information is, the higher it will appear on search engines. The higher its page rank, the more chances it has to be clicked.
HOWEVER, and this is important, flooding Google with keywords and unhelpful articles will not help. Google knows all and will actually punish websites for playing the system. Creating a blog post with relevant and informative content, no matter how small, will improve page rank. This, consequently, will help SEO and generate more site traffic.
SLOW AND STEADY
Blog post generate traffic in a very tortoise-type of way. Which means slow and steady will win this race. Rarely will a blog post explode into an internet firestorm, complete with its very own meme. Blog posts need time to show any real returns. A blog post today could have 75 views with 10 shares but that same blog post two months from now could have 800 views with 500 shares. As long as your blog article remains relevant, search engines will continue to rank your page according to your content. Over time, more and more people will search your keywords and click your company’s article. This will continually generate traffic to your site.
Blogging is not as flashy as most other social media but what it lacks in flare it makes up for in depth. A business’ culture can be transmitted through blogs, in part because blogs generally have so much more to pull from. In a time where public opinion holds so much power over a business, it’s nice to at least be able to help influence that opinion.
READY. SET. BLOG!
So, when it comes to an online presence and interacting with consumers, the blog should be at the head of it all. Like that saying “All roads lead to Rome,” all (many) links should lead to blogs.
By William Thompson