Back in 2015 there were around 47 billion pages that were indexed by Google, a number like that could be somewhat frightening for someone looking to leverage the internet to promote their business. So in order for your business stands out from the rest you need to ensure that you become the industry standard in your business’s field. By developing strong and quality relationships with your web visitors they will come to trust your website and search engines will reward this engagement.
Search engines are programmed to deliver the most up to date and fresh and content from a website as well as sites that provide an optimal user experience. This is known as a QVD, (Query Deserves Freshness)! This entails more “brownie points” being given to trending topics or more current content, sites that have not been updated in months will find they will start to lose their ranking or place on Google, Bing and other search engines.
Once your site has reached its maximum potential in terms of quality content relating to your business, then what? All arrows point to Google looking for new and quality content to help maintain or boost your sites SEO. A Facebook post as a life span of about three hours while a Tweet is even less at only two hours. An average blog lifespan is around two to three years and sometimes even longer, so what does this mean? It means that you should prioritise your time accordingly and spend what free time you do have on something that is going to benefit you long-term. And by this, we mean blogging.
How does blogging help your business?
There are many benefits maintaining a blog on your website, one of which is capitalising on the Search Engine Optimisation Benefits. Since many business’s in the same industry offer similar products and services, a business that takes its blogging seriously can quickly become dominant in their given field.
Creating reputable content will allow you to promote links, if your post is if a valuable nature then others will reference and link to your post back. Or when something interesting and related to your business happens in the news, you can jump on board and engage your users in the topic. This enables readers to actively engage with you on your post, thus perhaps developing regular readers and possible subscribers. Additionally, blogging has the added benefit of allowing your site to rank in Blog Searches, regular keyword search results as well as Local maps.
As you add to your blog and your website grows richer in content, you will be creating more and more opportunities to rank for keywords. Previously some websites would use a tactic called “keyword stuffing”, as the name suggests, the writer would create an article with as many of their desired keywords inserted into the piece as possible in the hopes that it would help to rank their site better. But for obvious reasons this can really turn a reader off and is looked upon very unfavorably by the search engines too. So, when you write an article try to ensure that your keyword and phrases are used in a more natural manner. Stick to blogging about your industry as this will allow you to target an audience appropriate to your brand thus allowing you to write fluidly and without intention. Another quick tip is to ensure you add links to your posts to allow users to move from page to page on your site thus improving user engagement.
The term “evergreen” (derived from the evergreen trees that retain their leaves all year round) refers to content that is continuously relevant. Writing in this manner can help ensure that your content never becomes old outdated, and in all likeliness can easily be recycled with fresh and updated information on the subject.
How often should you be blogging?
So how often does one really need to be posting fresh blog articles? Well content frequency depends on the size of your business and the results you hope to achieve. If you are a micro to small sized company with under 10 employees and looking to boost your rankings you should be publishing 11+ posts a month, studies have shown that would generate 3 times more traffic than a company who only post 0 to 1 article a month. It may sound like a lot of work, but in reality, it’s probably one of the easiest and most cost effective tools for promoting your business online.