Yes, You Really Do Need a Blog
There. I said it. No tap dancing; no sugar coating. If you want to organically boost your website’s SEO, your site needs a blog. Here’s why:
Google Ranking Factors
I touched on GRF in my last post about backlinks. But a quick recap if you didn’t read it (wait, why didn’t you read it!?).
Google Ranking Factors are the elements in which Google analyzes your site, and the cumulative score means a higher rank. Basically, if you can make your site easy for Google to “get,” then it will give a more favorable score. Some of these factors include:
- Freshness of the site (i.e., how often content is updated)
- Magnitude of updates (i.e., how much content is added or changed. Blogs are the perfect way to achieve a higher score here)
- Quality (spelling, grammar, sentence structure)
- Formatting (headers, bulleted lists, titles)
- Internal and external links
- Images and completed information (Google can see images, so having all image information completed is key)
- Mobile first site structure
Looks like a lot, huh? And really it is if you’re trying to apply these levels of changes to your site content frequently. But! A blog post hits on all of these areas and is far easier than reworking your site’s content each week.
Why Blogs Are Awesome
Part of my onboarding process is to drill down where the company’s business comes from (i.e., where do their clients find them most). My goal is always to foster that channel but then begin to explore new channels as well in order to maximize exposure in relationship to budget.
One of my clients said that each of their customers came from different places; there was no one channel that worked even 50% of the time, except word of mouth. After further digging, we found that most of their new business came from someone who heard about their company and then went to their site to learn more. Bingo! The perfect place to start: the website. And an even bigger opportunity: adding a blog.
Why It Works
Say your site says your company’s name and what you do roughly 10 times. However, with multiple blog posts, now your site uses your company’s name and what you do exponentially more. The more posts, the more opportunity to utilize all of the components that Google Ranking Factors will use to analyze your site. Better SEO means more traffic to your site.
Social Media Isn’t Enough
Yes, having a robust social media presence is beneficial for your business. But relying on that alone isn’t going to cut it. The difference in micro and macro content is huge. Micro content—social media, newsletters, etc.—are best with small bites of information. Overloading a post may be overwhelming to readers, or worse, they may get filtered out by the platform algorithm. Macro content—blog posts, long-form sales pitches, or even infographics—are big meals of information. This is the perfect place to go into great detail about a topic.
Here’s the good news: these two play very well together. Break up your macro content from blogs to create multiple social media posts that all point back to your website. Win win!
I am an expert at developing strategic content for small businesses that feed not only blogs but social media posts and newsletters too. I make each of these aspects work together to create interesting, attractive, and—most importantly—effective digital content. So, let’s talk! Visit my contact page, and let’s discuss your business goals and how BW Concepts can help you achieve them.