Can the omission of a blog influence my rankings?
Theres a lot of chatter around whether your site should include a blog or not. Unfortuantley whatever conclusion you may come upon, setting up and running a blog can take a large amount of resources and time, possibly that you dont have. So, the question is, do i need one? and why?
What is a blog?
Plainly, a blog is a collection of articles and posts most commonly found on a website. It is the shortening of “weblog” and is classed as an online journal. Usually these posts will be shown in reverse chronological order (the most recent appearing at the top)
Does a blog help SEO?
Ideally, at the most introductory of levels, your website should include more than enough information for your client and any visitors you may have, so why do i need as blog if everything is already there you ask? A blog isn’t just about providing “enough” information to your visitors, its ensuring you fully dominate the competition.
In its simplist form, a blog allows you to move up the SERP’s and grow your presence. Constantly providing new content for your websites ensures you stay relevant and up to date, which google loves may i add. It’s a huge chance to increase your keyword volume at an alarming rate without stuffing into small bodies of text on pages it may not belong. However, it’s easier said than done, as well as time consuming and resourceful, it can prove quite difficult to grind out the “perfect” content. Most people would recommend keyword mapping and a heavy pre-planning stage. (for this you can use sites such as Googles Keyword Planner)
Without going in to great detail about why a blog is good for your website, its obvious that more content leads to better SEO. For example, think about what a potential client is asking themselves before looking for your business. If you sell camping equipment, someone may be asking (even out of sheer curiosity) how do you replace a tent beam? without a blog, your potential customer is now on someone elses website looking down their blog for the answer. Covering this topic in your own blog not only increases the likelihood of them of coming across your site but will also keep it in mind for anything else they may need; including an eventual purchase.
When creating content for your blog you must be make sure it is directly re-latable to your business, but on the odd occasion, loosely include indirectly related topics. This will help increase the broadness of your keywords. However, this notion can be at both ends of the scale, being a good and also terrible idea. I have seen many companies, particularly on social media, share their new blog content with articles and topics that don’t relate to the business in any way. As mentioned above this can be good in the sense that it will grow your keywords map thus broadening your presence. But on the other hand, this can also pull a lot of viewers away from your content due to a number or reasons, as people may relocate to somewhere total focused on the topic they are after, not wanting to search through endless posts about a new car when they are looking for cake recipes. So remember not to flow too far away from your business nature.
Frankly i could sit here all day and explain the thousand reasons why blogs will help SEO, as it’s no secret to any SEO agency that they will help your website tremendously. But, unless crafted properly, it may do no good at all and be a huge waste of your time. So without further ado, below are 5 benefits of having a blog on your website.
1. Increasing your site traffic
This may be the most obvious but it is also one of the biggest. As mentioned above google loves websites that continually update and stay “fresh”. Having a blog and posting new articles on a periodic basic will do exactly that. The more pages you have on your blog, the more pages that become indexed in googles search engine, and you don’t need me to tell you that’s a good
thing! (I hope). More indexed pages leads to a higher online presence and visibility which leads to more traffic and so on.
2. Helps your social media
If you already have your own social media pages set up you will know how difficult it is to get any actual engagements and visibility without a lot of work. Having a blog gives you the opportunity to feed any posts you have straight to your social media profiles. As most business start out you may well be sitting there sharing posts and articles of the “higher power” on twitter, but eventually you will want that to happen to you. Sharing your own content is definitely a push in the right direction, and as obvious as it may be, increasing your social popularity will lead to more traffic to your website directly from those accounts.
3. Building authority
A lot of the time authority is often overlooked when it comes to a business’ online presence. Having your own platform to share content you have created, builds that authority and people start to take you more seriously than if you were sharing someone else’s blog. People will believe in your business and trust more that what you share is right, so when the time comes, they know where to take their purchase. That being said, i’m not just talking about authority to competitors and followers. Google loves it. Showing google your business can be trusted by connecting with other well known people, business’, and social media accounts is a huge bonus to your SEO. The more Google trusts your site the higher the authority, the higher the ranking.
When starting social media or anything of the sort, people are often lazy, or just don’t know where to start, so they often begin with a basic logo as the display picture and possible their building as the cover photo. In most cases there social media doesn’t differ from there website. Now, you can see the problem here right? to visitors your nothing more than a “suit” or an empty shell. You do your work, you get paid, no more no less. This can be good in a sense as it does show professionalism, but that’s not just what people want to see. The mass majority of buyers want to put a face to the brand, know that you care and look after your customers. With a blog your not just pushing out the latest bulletin via generic black and white emails, your addressing concerns that people may have, while at the same time also sharing yours and your employees passion for the work they do. It gives you the opportunity to touch on issues and concerns potential customers may have. Also having ability to share your voice and personality once again builds trust and likability.
5. Internal Links
Having a blog is also a powerful tool to include internal links. When you add new content to your blog this is a chance for other bloggers, journalists etc. to include your content as reference or cite it in their own material. These links are hugely important for SEO, while they may not be necessary to rank high, they will certainly ensure your way to the top. It can also generate a large amount of traffic from the external pages over to your site.
So in conclusion, a blog is a tasking addition to add to your website, but it is worth it? absolutely. If your not going to commit to a blog on a regular basis then it would essentially be a waste of time starting one. Periodic articles need to be posted and you must put your full attention to such a thing for it to work to the best possible outcome. Create a plan, stick to it, and your blog will be one of the best things you’ve ever done for your website. On the other hand, all this being said, a blog doesn’t have to be all that time consuming if you don’t do it yourself…there are many business’ out there willing to provide such a service, at a price of course.