When business owners speak to web marketers about search engine optimization (SEO), there are a number of SEO activities that always come up in the conversation. In the past, SEO was a small piece of the marketing pie. More and more, SEO commands more interest, respect, and a larger cut of the marketing budget than other traditional marketing efforts. Some of the key SEO components in any successful campaign are Keyword Research (and leverage), Link Building, and Social Media. Blogging, that is setting up a blog attached to your company or business website and actually writing for it, has also been a component of a typical SEO campaign. Strangely enough, blogging has often been the last SEO component that marketing agencies would recommend. But things have changed in recent years.
Blogging has become one of the most impactful SEO activities any business can incorporate into their marketing program. In some respects, blogging has become the newSEO. And with the wide use of mobile devices among every type of consumer, corporate blog articles are being read on the go and receiving links and shares and word of mouth. This kind of marketing response is priceless. If your company doesn’t have a blog – and you want to stay competitive in your market – it’s high time you thought about it.
“But we don’t see the importance of blogging,” you say. Oddly enough, it’s something heard more often than not. To illustrate the importance of a company or business blog – along with a standard website – let’s make an analogy.
Not too long ago, companies used to do a lot of business face to face. Whether your company sold vacuum cleaners, aluminum siding, or typewriters, you typically had a “face” in the field doing the grip and grin with the public. Most deals were orchestrated by a sales or marketing representative that would first offer prospective clients their business card. Before the days of the World Wide Web, your business card was one of the best introductions to your company. But business cards don’t make sales by themselves. If you wanted to convert prospects, you needed to strike up a conversation. A good sales or marketing representative would always tell the prospective client a little bit about how their company was approaching the needs of the market. They’d explain how the features, advantages, and benefits associated with their products or services were in direct alignment with prospect needs. They’d build commonalities with prospects through conversation. They’d overcome objections. They’d give real-world examples. They’d convert.
The analogy comes to this:
1. Your business cards have been replaced by your website. Your website is the best outward-facing representation of your business. But a website is impersonal. It states only facts. Who we are. What we do. How you can get in touch. It speaks in a voice stripped of depth and emotion. But that’s okay. It’s only a website.
2. Your blog, however, is representative of the soul of the sales and marketing representative in the field. Your blog opens a casual conversation with your prospective customers and clients. It has its own voice and speaks to them in a language they can easily understand. Your blog builds commonalities, overcomes objections, gives real-world examples, and converts.
“But this article is about blogging and SEO,” you say. Yes it is. In brief, your blog articles are directly tied to many of your SEO and web marketing objectives because they accomplish so much in terms of keyword usage, link building, and growth in social media channels.
Yes, blogs are often seen as a one-sided conversation – and they will never completely replace a human element in the field – but every blog article is an opportunity to approach the market with valuable content. In respect to SEO, your blog content grabs the attention of the search engines. Your blog screams “This is what we’re all about. We’re the experts. We have something to say.” And when your company becomes a resource of valuable content, your readers, and markets will react with links to your content and social media sharing. Suddenly, the markets, the search engines, the social media channels, and the prospective clients are all spending a little face time with your blog. Conversion follows.