The Power of Blogging, Part 3

The folks at Prompt Proofing, a copywriting, editing and proofreading service that also offers blogging services, finish off their 3-part guest post on the power of blogging:

We have talked about two major benefits of business blogging in Part 1 and Part 2 of this blog series. We have discussed how a blog allows you to have your own voice on the world wide web, and how you have the opportunity to become known as an expert in your field through informative and interesting blog posts. Today we finish up with a major benefit of business blogging – this benefit is the main reason many businesses start a blog in the first place:

INCREASE TRAFFIC TO YOUR SITE

That’s right, that elusive Google ranking can start creeping up without the expense of an SEO consultant or a huge marketing campaign. It could be as simple as keeping a blog. How does that work?

There are several factors to improving your SEO rank, and here are a few:

  • Increase the number of quality ‘backlinks’ to your site (backlinks are other sites linking to your website)
  • Get your website indexed by Google and other major search engines (this means they will ‘spider’ or ‘crawl’ your website and log your individual web pages as results to potential searches in their search engine)
  • Refresh your content regularly – new content leads to an increase in indexing, which leads to an improvement in your SEO ranking as websites whose content never changes tend to get pushed down in relevance by search engines

How can blogging help? Well, congratulations if you thought that the last bulletpoint above is the most important benefit of blogging. If you have a professional, attractive-looking business website, it probably took you some time to put it together. You may have used a website copywriting service (which Prompt Proofing offers) to ensure your content was word-perfect, and that’s a great idea. But that means you don’t want to change it much once it is posted. Therefore, your content is not going to be regularly updated, meaning you will miss out on that crucial benefit to SEO ranking. The search engines will continue to push your website down the rankings until it barely even factors anymore.

Well, simply add a blog page to your site. Update it once a week or – at the very least – once a month, and bingo! Your website is suddenly being regularly refreshed with new content and will start to crawl its way back up the search engine rankings.

As for the first two bulletpoints above, the statistics below will help show how blogging helps out with these.

The statistics below are courtesy of Janet Meiners Thaeler, an SEO consultant who provided them in her article, Blogging: The Best SEO Tool for Small Businesses:

Bloggers see:

  • 55% more visitors to their websites (people will be finding your site who wouldn’t have before because they are looking for the information provided in your latest blog post – as discussed in Part 1)
  • 97% more links to their website (people will link back to your blog if they think it’s worth a read)
  • 434% more indexed pages (more blog posts means more pages for the search engines to crawl and index!)

You can’t fight statistics! Get blogging now to see a huge improvement in your business website’s performance.

Blogging for Business

In this week’s guest post, Pat Wootton from Prompt Proofing, a copywriting, editing and proofreading service, discusses blogging for business:

Why should your business start and maintain a blog? It seems almost obligatory to write a blog if you have a business nowadays, but what is the purpose? How will it help your business and what should you include or not include? We will endeavour to answer these questions in this week’s blog post.

Why?
A blog can increase public awareness and enhance your search engine optimization. Your main goal, presumably, will be to increase sales and/or your client base. Increasing your visibility is one of the main stepping stones towards that main goal, and a major way to increase your visibility is to have a presence in social media. A blog provides an excellent public relations opportunity and can also serve as a forum, if you choose, to invite feedback from your clients.
Social media is hugely important; if people see something they like then they may well share it. A well-written blog will give you the opportunity to increase your keyword exposure and may help drive traffic to your site.
When?
Having new content on a regular basis contributes to an effective SEO strategy. A weekly blog might be a good rule of thumb for many businesses but you should blog as often as you can so long as your posts are of a high quality. There are many services out there that produce articles loaded with keywords but they are of a low quality. Having readers take interest in what you have to say will prove more valuable than simply being associated with a barrage of keywords.
What?
A blog serves as a teaser, leaving your readers wanting to know more. It does not need to be too detailed and should avoid being blatantly advertorial. You may want to inform your clients about new products or services, or to share your goals or achievements. Write what you are passionate about and what you are knowledgeable about, and that will come across to your readers.
Remember that you are writing for the screen and that concentration spans, when reading online, are notoriously short. Divide your writing into short paragraphs, separated by plenty of white space. Unbroken blocks of text are off-putting and rarely read.
Your reader may not be your customer, but converting every reader of your blog into a customer should not be your ultimate goal; it’s not realistic and it will affect what you write – and not in a good way. You need to bear in mind that providing information is far more valuable and that although many readers may not ever be customers, they may well help you gain other customers, through word of mouth or sharing on social media.
Still not sure? Hiring someone to write blogs for you may relieve the pressure for many business owners. A lackadaisical blog, written out of a sense of obligation, will probably not serve your business well. Consider using a blogging service if you are not sure you want to take this task on yourself.