For as long as I’ve been working in SEO, I’ve been telling everyone I meet who wants to have a successful website that they need to have a blog on their site. Sometimes this is met with enthusiasm, often it’s met with dread. And occasionally I encounter business owners who don’t see the value in having a blog for their organization.
But despite the resistance, here I am again, encouraging you to blog. And now I have Google’s support.
Why Should I Blog?
This past week Google’s algorithm got an update. Known as the “Freshness” update, Google now values fresh and recent content over older content, even if that older content has more rank or authority.
This is a big deal.
What this means for businesses is that it’s even more crucial to have a blog on your site in order to maintain a relevant web presence. And I can tell you from experience that some of my biggest SEO successes have come from sites with active blogs.
If you’re still asking why should I blog?, let me give you a personal example. My partner in crime (a.k.a. husband) is a stand-up comedian. He blogs relatively often on his website, and now he ranks in the top ten for lots of relative keyphrases AND Ikea Cinnamon Rolls.
Um, what? He blogged once about Ikea cinnamon rolls (stupidly delicious, by the way), people shared the blog on Twitter and Facebook, he had all the correct meta-data, and now his site is seen by thousands of people searching for more information about Ikea Cinnamon rolls.
So why is this a good thing? Well, as a comedian whenever his name is seen and people read his witty writing, he benefits. He benefits from name recognition (i.e. brand recognition), and from establishing himself as an authority in an area that people care about.
You’re not a comedian (probably?), so how does this relate to you? Let’s discuss.
How to Blog for Business
You might remember a post I made a couple months ago about blogging on relevant topics. If not, here’s a refresher: find out what people are searching for in your field and try to address that need for information with your own expertise.
Don’t limit yourself to blogging on topics based on making a sale, necessarily (though you should always consider having a call to action in your blog). For example, if you sell bathroom sinks, see what information people are interested in about bathroom sinks, bathrooms, home repair, DIY designs, and anything else related to bathroom sinks, and not just “buying bathroom sinks.”
Maybe they want to know how to repair or install a bathroom sink. Maybe they want to hear funny stories about bathroom sinks exploding. Who knows! But you can respond to people’s curiosity with your own knowledge and your own insights.
This is one excellent way to approach blogging for business. Another way is to blog about things that interest you and your company. A blog can incorporate personal elements without over sharing.
If your company had a holiday party or a fun outing, then don’t be afraid to blog about it. People like to see the human side of businesses, and your blog is your chance to share both your knowledge and your personality.
Finally, if you don’t like the idea of a blog for one reason or another, please let me convince you otherwise. Or, if I can’t, then consider adding a “News” or “Events” section to your site that you update regularly, at least for the sake of Google’s Freshness update.
Still not convinced? Check out this article about Google’s Freshness algorithm update.
If you’d like to get a blog going for your business but are unsure how, contact us and we’ll help you get started!