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Just imagine… you’ve invested in a beautiful website, you’ve got great products and services, you’re ready to sell, with knowledge to share, but no one is finding you.

It would be a bit of a disaster, wouldn’t it? But it happens.

And you’ve probably heard us say this before but we’re going to say it again (and for good reason): this is why blogging is SO important when it comes to your website.

Did you know… your chances of ranking in search engines increase 434% when you add a blog to your website?!

Think of search engines as Pacman. Yes, that little yellow fella who munches his way around a maze searching for more to eat, avoiding those colourful ghosts at all costs. Well, the likes of Google do exactly the same; search engines are constantly munching their way around the web looking for new content. Seriously, that’s exactly what they do!

So if you’re not updating your website with new information regularly, then your website simply isn’t going to rank as highly as it could in search results. If you’re not signposting a path with more for him to eat, Pacman will get very hungry and turn away to find food!

“I can’t change my website content very week!” we hear you cry… and it does sound alarming, doesn’t it? But it doesn’t have to be, because this is where a blog really makes a difference. Your blog IS your new content.

Ideally, publishing just one quality blog a week is enough to keep those search engines satisfied.

But how do you know you’re publishing the right ‘stuff’? Those search algorithms are mysterious (even tricky!) things: they’re constantly changing; it can be hard to keep up; but there are some consistent factors you can use to your advantage.

It works something like this (very basically)… most users are looking to either know, go, do or buy: that’s their search ‘intent’. And search engines use a smart algorithm to provide users with the most helpful results to fit that intent. They also take into account historical data and how ‘helpful’ they perceive your content to be.

The more relevant and new content you provide, and the more visits and engagements your pages (including your blog) get, the more the algorithms will like you.

There are over 200 factors used to rank web pages!

Fortunately they don’t all hold equal weight, but content quality and content length are always in the top 5… and they’re two which you can target easily with your blogs.

In terms of length…

Your blog needs to be long enough to give an in-depth answer to whatever users are looking for. Long-form content provides long-term performance!

Long-form blogs actually generate 9x more leads than short-form blog posts – so it’s certainly worth it. Check out our Guide to Blogging for more about length.

And when it comes to quality…

Remember your blog must provide value. Search engines don’t like content which doesn’t. And from a user’s point of view, it’s far more engaging to offer value via a blog post, rather than scaring them off by pushing ads in their face. Putting in the time to provide detailed, informative, helpful and free content proves you care about your readers; and it can boost brand loyalty too. It means your potential customers perceive you as the experts and appreciate you’re capable of delivering great solutions, so they’re more likely to choose you when they actually need to make a purchase.

60% of customers feel engaged/positive with a brand or company after reading custom content on their blog. (ContentPlus)

Aside from increasing loyalty, blogs also give you a chance to be more conversational in your communication, which might not be appropriate in other areas of your business. This type of chatty writing helps show off your personality too, particularly if you’re a large corporate company. As the saying goes: people buy from people. Potential customers resonate better with an actual person, or at least a chattier blog, than the usual ‘stodgy’ corporate language.

On average, companies with blogs produce 67% more leads per month than those without. (DemandMetric)

Blogging is also fantastic for positioning your business as an industry leader. By sharing expert insights with your readers, over time you’ll become their first port of call for helpful, informative content in your industry, which can really improve your customer conversion rates. Many businesses we work with are small, but regular blogging helps them gain the credibility needed to compete with larger companies.

47% of B2B buyers read 3-5 blog posts or content pieces prior to talking with a salesperson. (DemandGenReport)

So, what about keywords?

Well, yes, they are taken into account by search engines and will help improve your overall ranking, but search engines have got wise to keyword ‘stuffing’… so you can’t just fill your web pages with keywords and hope for the best.

However – the good news is – you can use keywords in all your blogs without jeopardising your website; just don’t overdo it! You should also include links to a variety of your website pages, rather than just your home page (again without overload and remembering relevance).

All these factors and issues mean that creating great content does take time, but one of the best things about writing a quality blog is that you can repurpose it! Doing this will really help you maximise your hard work. Why not rework it for your social media, convert it into a podcast or video version, create infographics… there’s loads you can do (we do it all the time for clients, and it really does work!)

Still not sure where to start with blogging? Download our handy guide to structuring your blog for success.

Or why not get in touch to find out how our team of experts can help your website perform better. We’ve got loads more ‘tricks of the trade’ to share!

Sources: TechClient | Responsive Inbound Marketing | ContentPlus | DemandMetric | DemandGenReport


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