Whether you are a home improvement company, fire protection service provider, or a general business owner, blogging can help you generate more visits to your site—resulting in more leads and sales. If you already have a blog for your company, I’m sure you have asked yourself, “Do I have to blog every day?” or “How often should I blog?” If your company does not currently have a blog, you’re a few years behind so call us ASAP for some copywriting services to catch up.
So, how often should you blog? Below I have outlined simple tips that will better help you understand how often your company should be posting blogs.
Why You Should Blog
Think blogging is a waste of time? Think again. There are many reasons why you should be blogging for your business:
Blogging and SEO
Google does not rank websites, it ranks website pages. What a lot of business owners don’t realize is that every blog post is a website page. The more relevant, high-value content you create, the more Google first page visibility you’re likely to receive. Increased first page visibility for keyword phrases related to your core products and services means more website traffic, leads, and sales. Blogs provide websites with fresh content and give business owners the opportunity to rank with new keywords.
Blogging to Build Authority
Blogs are a great resource for current or potential customers. If a homeowner Googles, “Why is my air conditioner making a loud noise?” and you run an HVAC company, this is an excellent opportunity to demonstrate your expertise, build positive brand impressions with a possible prospect, and maybe even land a lucrative equipment replacement job.
A blog is a great opportunity to show you are an expert in your field. By having credible content and answering questions your customers are asking, you become a trusted source of information. This is absolutely key but often overlooked by small-medium sized businesses.
Gaining credibility increases your Google ranking, which in turn, increases your perceived authority with current and prospective customers. Being THE authority for what you do in the markets you do it provides a powerful marketing advantage.
Blogging and Website Freshness
A business blog shows that your company is active and is up-to-date with industry standards and ideas. This is key in the eyes of visitors as well as Google. Did you know that Google gives every webpage a “freshness” score based on what day that page was created? Obviously, this freshness score decays over time. Updating a webpage can reset its freshness score, and creating new content on a consistent basis also makes sure your entire domain never goes stale.
While Google still favors older pages for certain queries, having your SEO company update your website and its content can help you outrank your competitors, who might not update their site as frequently.
Think about that for a minute. We eat our own cooking. Everything I’m recommending you do, we do—to market our business as well as our clients’ businesses. Several of our clients have been featured on the Inc. 500|5000 list (and we just made the list for the fourth consecutive time).
How much more proof do you need??
Blogging Frequency Depends on the Industry
Hopefully you are now convinced to start blogging for your company if you haven’t already. So, how often should you blog for your business? Here at Blue Corona, we blog A LOT! Not because we like to hear ourselves talk, but because the online marketing industry is constantly changing. SEO tactics are always improving and Google comes out with updates hundreds of times each year that sometimes change the way we use SEO.
So how often you blog can depend on the industry you work in. If your industry often has updated laws or trends, it may be helpful to blog multiple times per week, especially if your blog is new and fresh. Some companies blog multiple times per day.
If your industry is fairly steady, you may be tempted to blog less frequently; however, remember the reasons why you are blogging. Each blog is an opportunity for you to get ranked by Google and gain more leads for your business. Also, visitors want to see fresh content, so don’t let your blog go weeks without something new!
At Blue Corona, we serve a lot of different types of companies, but we’ve developed a real niche in the home service world—HVAC, plumbing, landscaping, building and remodeling, roofing, etc. For companies in these industries, we typically recommend starting with one blog post per week and adjusting the frequency based on initial results after 3-6 months of testing.
Blogging Depends on Company Goals
Remember each blog is an opportunity to get more rankings, visits, leads, and sales. Generally, the more frequently you post new content and implement proper SEO tactics, the better. Choosing a goal and writing blog posts around it may be the most challenging aspect for business owners.
For example, at Blue Corona, we know—on average—how many leads each blog generates and can plan our content schedule accordingly to meet a specific leads goal. Thank YOU data!
Instead of a leads goal, maybe your goal is to rank for a particular keyword. If you want your website to rank as the top SEO company for HVAC companies, you would write blog posts using that keyword (but be sure to avoid keyword stuffing), analyze each blog post to see how many visits you receive, and see if those visits turn to leads.
After deciding what your company goals are and the industry norm for blogging, follow these simple tips when creating your company’s blog!
Make sure you create a social media friendly alt-title tag too.
Keep each blog post concise. Don’t jump around from topic to topic in one post.
Most importantly, make sure your webpage’s code and structure is functioning properly so search engines are able to crawl and index your page.
Blogging is a relatively easy way to market your business. Chances are, your competitors have already started blogging, so you should too! If you would like help generating more business through online marketing, including blog posts, contact us.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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