Blogging is one of the best, and easiest, ways to get your website noticed. With many e commerce platforms now offering a built-in blog, and with many plugins available, there is no reason not to reap the many benefits that blogging can offer your business.
Writing a blog for your website is fantastic for search engine optimisation (SEO), which has fast become the holy grail of internet marketing. Search engines award priority to sites which provide regularly updated content which is relevant to visitors and has a high engagement rate. A few years ago the search engines’ comparatively primitive algorithms used to respond to techniques such as ‘keyword stuffing’, resulting in reams of poorly written content spread throughout the web. Modern algorithms are far better designed and respond best to genuine, relevant and interesting writing making a high-quality blog essential for a successful site.
As well as being well placed in search listings, your website needs to offer something to keep visitors from clicking away. If you don’t offer anything other than a product and a price then your visitors will have no reason to stay on your website unless you’re literally the cheapest company in the world. A well written blog can offer customers a reason to stay, to come back or even to recommend your site to other people. If you can provide useful information and make your website and make your site a valuable resource, then you can become a go-to authority in your field. This will give you the opportunity to pitch your product or service to a much larger range of potential customers than you otherwise would.
Writing a blog for your business can also help to bring a human face to your digital profile: owners and key members of staff can allow their personalities to shine through and turn a sterile website into a welcoming and unique centrepiece for your brand. Engaging your staff also helps to bring focus to your business. Writing a blog is an excellent opportunity for you and your staff to think about your customers. Who are they? What motivates them? What information do they need to help convert their visit into a sale?
There are many different techniques to experiment with and different ways to appeal to your customers but, since a blog is continually evolving anyway, the most important thing to do is to get it started!