For small businesses, having a good website is vital if you want to be found online. Your website is one of the best ways to advertise your products and/or services, especially in a society that has gravitated to the Internet and relies on the Web rather than flipping through the Yellow Pages when trying to find the best plumber, doctor, remodeling company, etc. (fill in the blank with anything!).
Now the question becomes, “How do I get found online?” There are a number of ways to improve search engine ranking for your site, including creating unique content, having a good website design and proper coding (making sure no content is hidden, having an XML sitemap, etc.), and link building. Link building can be tricky, as you can’t control the search engines, but creating unique content is something you CAN control. It’s a great way to rank better online, increase traffic to your website, and, ultimately, get more leads and book jobs!
Business blogging is an easy way to crank out unique, relevant content. One Rockville chiropractor has been blogging for the past year and has seen a surge in website traffic because of it. In November 2010 (no blog had been added to the site yet), there were 200 non-branded organic visits to the website. In November 2011, just 11 months after the blog was implemented, the traffic more than doubled – jumping to 533 non-branded organic visits.
Business blogging is a surefire way to get more visitors to your site – think about it…you’re creating unique, relevant content that people are searching for online. Own a plumbing company? Write blog posts about common plumbing problems, what to do if your toilet overflows, etc. You will rank better than a plumbing site that has just a Homepage, About page, and Contact page.
If you want to be found online for a particular phrase, more specific, “long-tail” keywords in particular (i.e., Power Plate training), writing a blog post about it (what Power Plate is, why it’s beneficial, what it entails, etc.) is a good way to be found more easily for it. Going back to our chiropractor’s blog, posts included specific topics like that – core strengthening tips, correct sitting posture, etc.
Other Benefits of Business Blogging
A blog is almost guaranteed to bring in more unique (and qualified) visitors – provided the content is original, the blog is updated on a regular basis, and the posts cover relevant topics people are searching for. Though driving more traffic to your website is a huge benefit, business blogging can also:
Increase the authority of your company
Help you connect with customers
“Humanize” your brand
Boost your conversion rate
Increasing Authority: Adding a blog to your site and writing blog posts on a monthly (or, better yet, bi-weekly or weekly) basis can establish your company as a trustworthy source. Especially if you’re in a competitive industry, distinguishing yourself as a good authority will not only have a positive impact on consumers, but it can eventually help boost your organic rankings.
Connecting with Customers: Business blogging allows you to engage with both prospective clients and existing customers. In such a competitive industry, this will help you stand out and make your company seem more appealing, whether you’re a veterinary clinic, an HVAC company or a home build-design firm!
Many companies do both blogging and social media, and this is a great concept. Tweeting or sharing your blog posts on Facebook allows you to reach a wider customer base and is an extremely easy way to promote your content. Google+ is also rapidly growing, so putting up new blog posts on your page can get you even more website traffic!
“Humanizing” Your Brand: The more personal and friendly you can be, the more appealing you’ll seem to prospective clients. Business blogging can be a great way to convey the “soft” side of your brand and seem more accessible. You can achieve this through blog posts about testimonials (a client success story, for instance) and personal posts that are still related to your business (like this).
Boosting Your Conversion Rate: Which one is more likely to catch the eye of someone who searched for “correct posture for public speaking” – a blog post about the correct posture for public speaking or a page that is about posture in general? You guessed it…the correct posture for public speaking page! A more focused page is not only likely to get more clicks, but it’s also likely to convert better!
Blogging is a fantastic way to make your website (and company) not only better in the eyes of the search engines, but also in the eyes of prospective clients and existing customers. Particularly if you’re a small business owner, you’re missing out on great opportunities by not blogging!
About The Author: Ben Landers is the President and CEO of Blue Corona, a data-driven, inbound internet marketing company. Submit an inquiry to book Ben to speak at your next conference or event.
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“Would you ask a plumber to install a air conditioner? As a mechanical contractor we are technically literate in our field of HVAC not SEO. This is why we chose Blue Corona. After phone interviews with several SEO companies we chose Blue Corona based on their professionalism and confidence to design and deliver a site based on our needs. The entire process to date has been more than expected and we are extremely happy with the staff's expertise, friendliness and professionalism. All expectations were clearly defined from the beginning and everyone at Blue Corona has been awesome to work with. It is very refreshing to work with a professional group that delivers on their word. ”