Most of the websites we create include blogs. We consider them a critical component of most websites and most successful SEO strategies.
However, blogging usually represents foreign territory for our clients. They’re unsure why it’s important or what they should write about. And if they’re not IT people, the whole process can seem intimidating.
For those just venturing into business blogging, here’s a basic explanation of why it’s is so darn important — and some quick tips on what to write about.
Why blog at all?
First off, there are too many websites for search engines to monitor in real time. Therefore, how often they crawl a given website depends in large part on how often new content is added.
For example, Google might crawl your website after an absence of three weeks. If new content has been added since then, Google will be more likely to return after only two weeks. And if there’s always new content, that’s a sure sign to Google that someone cares about this website. They’ll start crawling even more frequently.
Conversely, if Google never finds any new content on your site, their spiders might not return for a month or even longer. That means your site is going to do poorly in search results.
So adding new content to your site is a critical way of promoting your search rankings. And what’s the easiest place on a website to add new content? Your blog.
What in the world should I write about?
Once our clients get the importance of new content, they’re willing to start blogging. The next stumbling block? Figuring out what to write about.
Here are some fail-safe suggests.
Client problems and the solutions you provided
New developments within the company — new employees, a new office
Developments within the industry — Is there a new product available? What technology is pushing your industry to change?
Fun topics — company parties, company pets, a particularly interesting project
Writing specifically for keyword phrases. For example, a client of ours specializes in exterior home improvements and is interested in acquiring roofing leads. He and I created an article on energy-efficient roofing solutions, frequently linking from the article to his roofing page.
How do I do it?
I’m not going to belabor this point. Suffice it to say that once I sit down with a new blogger and show them the incredibly easy GUI that modern blogging platforms provide, they’re sold. They can see the parallels between Word and WordPress, and see how easy it is to make the leap.
A final suggestion
So this is the basic information I give to our clients about getting started with blogging. One final suggestion: In terms of content, don’t limit yourself —remember that nearly any content is helpful.
After all, Google learned what you’re selling the first time it crawled your site. It also probably knows 500 other websites selling the same thing. Start blogging and differentiate yourself by out-content-ing your competitors.
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