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Does my website need a lot of content? Does it need a blog? How important is website content and blogging for SEO? These may seem like no-brainers to some of you, but many business owners aren’t experts in content marketing. The owner of one company we’re building a new website for thought his 5-page site was good—no joke.
You can see where we’re going with this, right? Five pages of website content is most definitely not good enough if you want to rank on page one (and probably page two or three) of Google and other search engines. “But I only have two line of business. How many website pages can I possibly build?” Glad you asked!
How Much Content Do I Really Need?
Let’s go back to the question above for a sec. We write website content for plenty of companies with limited service offerings. In fact, one of our clients is an insulation company and for months and months, all they offered was residential and commercial insulation. And for months and months, they ranked in search engines and received qualified website traffic and leads. How? We built out their website, of course!
Keep in mind that Google ranks webpages, not whole websites—so as part of maximizing your online real estate, you need to have pages for all your lines of business and more specific pages related to those services (i.e., home insulation, attic insulation, spray foam insulation, etc.). But I get it, you can’t do that forever. Your service offerings end at some point. So what do you do? Psst…check out the title of this blog post.
Does My Site Need a Blog?
The answer to that is a big, fat “absolutely!” Let me give you two huge benefits blogging can offer for any business. Yes, any business (I did mention we blog for multiple insulation companies, right?).
Maximized ORGANIC Online Presence
Why is this important? Blogging allows you to target keywords consumers use to find your business or answer questions they have about your industry or products. Going back to the insulation thing, some examples include:
- What is insulation R-value?
- Best type of insulation for attics
- Blown-in vs. batt insulation
Remember, pages rank, not sites. So to rank as much as possible for as many keywords as possible, you need to build out website content. Blogging is a smart, simple way to do this.
Higher Chance of Qualified Traffic & Leads
Long-tail keywords, which blog posts can target, are extremely useful! Although they don’t have the same search volume as broader keywords, they have their benefits. In fact, in a recent analysis of converting Blue Corona blog posts (props, Jenny!), the posts targeting more specific, long-tail keywords generated the most leads. Plus, if you’re targeting a less competitive keyword, you’re more likely to rank higher and get more clicks.
Now, blog posts aren’t always going to generate qualified traffic, but that’s fine (and is to be expected). One of our client’s organic visits jumped from 2,582 in July 2015 to 13,301 in July 2016. Crazy, right? That insane increase is the result of a nationally ranking blog post! What’s so great about that, you may ask? Authority, authority, authority. The higher a page ranks and the more people click the listing—and other websites start linking to it—the more authoritative it is in Google’s eyes. And the more consumers see the company as a trustworthy, reputable authority online (and in their market—if they’re local).
Still Need Some Convincing?
Let me leave you with this case study about an HVAC company who has been with us for more than four years. When they came to us, their website wasn’t built out. But we created more pages and started blogging, and today they are just killin’ it! P.S. The example above about the nationally ranking blog post is from this particular company. On a monthly basis, their blog posts generate thousands of organic visits and over 30 organic leads (it’s usually much more, in the 50 – 80 range). Last year, the blog alone generated 21,765 organic visits and 406 organic leads. If that doesn’t impress you, I don’t know what will!
Enough talking (writing?). It’s time for some action. Could your website use more content, including a blog? Let’s find out!
About The Author: Alanna is the Quality Assurance Manager in Blue Corona's Maryland office. When she's not triple-checking websites and content for errors and consistency, you can find her at the gym with her twin sister or urban exploring with her husband.
View more blogs by Alanna Hernandez