Why A Business Blog is a “Must-Have” For SEO

Written by Nick Stamoulis

If you're a marketer (which you must be if you're reading this blog!) we shouldn't have to tell you what the marketing reasons are to operate a business blog. Essentially, it's an outlet to share your expertise, gain trust among target audience members, gain followers and a community, engage with others, and share company and product/service updates and news. This should be enough incentive for you, but if you're still dragging your feet you need to understand how important a business blog is for SEO reasons, too. A business blog is truly a " must-have" for SEO and here's why:

Blog posts rank in search

When someone is searching specifically for a product or a service, a company's homepage and/or product/service pages are most likely to rank. But think about all of the other types of searches. What about people that are looking for information instead of looking to buy right away? Maybe they're new to the topic and are conducting initial research. Blog posts tend to rank well for these types of informational searches. And if you think a visitor only looking for information (and not to buy) isn't worth it, think again. These people in their initial research phase will eventually enter the transactional phase of the sales cycle and if your blog post resonated with them, your company will be top of mind in their consideration set.

Blog posts generate inbound links

Inbound links pointing to your website remain a top SEO ranking factor. It's not a secret. Google has confirmed this, which is why link building remains an important part of SEO. When you write high quality, thought leadership blog posts, other website owners may choose to link over to them. These "earned" inbound links occur naturally over time and help establish search engine trust for the whole website. And in addition to helping SEO, these links can also help drive traffic from target audience members.

Blog posts keep the website "fresh"

A website is considered "fresh" when it is updated often. Yes, the age of a domain plays a role in the search engine ranking algorithms, but that doesn't mean that an old website should just sit idle without adding any new, relevant content over time. Every time a new blog post is added to the website, it's another link added to the website, and it gives the search engine spiders a reason to come back and crawl and index the page and the website overall.

Committing to blogging is a big piece of the SEO puzzle. Optimizing existing content and finding local/industry directory links is certainly a good start, but operating an SEO friendly blog over the long term is what continues to give an SEO program the boost it needs over time.

Categorized in: SEO

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