Back in April of 2014, we published a post about why you should have a blog on your website. All of that information is still accurate and super relevant, but I want to break down some of the finer points here and really get into the nitty-gritty of how a blog can drive traffic to your site in noticeable, measurable ways.
First of all, Google LOVES new content. A frequently updated blog makes your website look relevant, active, and exciting to search engines. You don’t have to suffer through writing an awkward, forced essay about a specific product or some aspect of your company, either. Your posts can be references to industry-specific, recent local news; photos, testimonials, and case study-style blurbs featuring recent work; or reasons why your company’s services are relevant now. For example, we recently recommended that a disaster restoration company write a blog post suggesting ways to secure your house against potential flooding to publish just before Hurricane Matthew’s arrival.
These posts will be naturally full of keywords and can be optimized and interlinked just like any of your other content. And it’s not just Google who likes fresh content; site visitors are more likely to stick around if your posts are current and your site looks updated and active.
Let’s revisit posting recent work with images, testimonials, and text blurbs. These case studies or featured projects items can also be tagged by location. This is a great way to optimize for multiple service areas, especially if you are interested in optimizing for a secondary tier of locations that are not mentioned as often in your pages.
Social Media Shortcuts
Back to prepping for Hurricane Matthew: a post like that is a great opportunity to link to your website on social media. It’s quick, easy, and drives traffic to your site. Simply write a Facebook (or Instagram, Twitter, LinkedIn, etc.) post with an attention-grabbing header (“Hurricane Matthew is headed our way—here’s how to protect your house against flooding”), great image, and the link to your blog. The post is relevant and informative, two qualities of posts people share or “like” often, and it leads traffic directly to your site. Even better—posts like this are ideal for boosting on Facebook in mini ad campaigns.
It’s (Probably) Free and (Fairly) Easy
You may rely on an SEO specialist to optimize your site, but posting to a company blog is something you can do on your own to boost your search engine results page (SERP) ranking. At Key Web, we educate our clients during a training session just prior to launch for precisely this reason. The back end of a site can be intimidating at first, but with a little guidance and some practice it can become fairly easy to publish blog posts.
That’s it, folks—short and sweet. Bottom line: get familiar with the back end of your site and boost your SERP rankings. The people want to hear from you!