The Importance of Blogging for Businesses

SEO. You’ve probably heard the term. What it means to you could be one of a few things – changing your web content so it contains key words, paying Google to display your site in it’s sponsored listings, tweeting and facebooking the day away – all these things contribute to the dark art of Search Engine Optimisation – or getting your site to the top of the search engine charts. Your business may pay somebody to get you up the rankings, and they’ll do a good job – but there’s one thing you can do to help yourself. And that thing is blogging.

Since 2013 Google has placed greater importance on fresh, relevant content. The search giant’s recent algorithms have prioritised regularly updated websites in an effort to reduce spam sites from clogging up their results. As a result, the old adage of a ‘static’ website is no longer a realistic way to promote your business online – you need to find ways to keep it fresh.

Regular blogging means you’re adding fresh content to your website on a consistent basis, not only improving your ranking with Google but also providing talking points to share with your customers – who might just pass it around their social networks, which has the knock-on effect of creating more inbound links to your site – more Google juice for your business!

The owner of Edwards’ Cleaning regularly blogs about issues surrounding the local area and shares them on social media – this inspires their Twitter followers to share the stories amongst their friends, and so on – creating a network of backlinks to their site. Google sees this as important and – hey presto! – instant rankings boost!

Its important to remember that the content not only has to be fresh and up to date, it needs to be quality and relevant. Here are some tips:

  • Focus: Specific topics and relevant keywords help to make sure your odds are improved.
  • Freshen: The more fresh content you produce, the more you become recognised as someone who knows what you’re talking about.
  • Relevance: The best blogs answer questions and keep it relevant, this leads to more engagement and that’s the name of the game.