As a result of the current situation, many businesses are seeing a major uptake in online interest, or have had to modify their offering to allow customers to use it remotely.
Therefore, many companies will be exploring the improvements they can make to their site to boost its useability and get it ranking at the top of relevant searches.
One great way to boost your readership and SEO is to start a business blog. They can take a lot of effort, but the results are well worth it.
Internet users read blogs and check out news platforms to find out more about their favourite companies and the updates from the industries they are interested in.
For companies that don’t already have a blog, then now is the best possible time to start one. You’ll probably have at least one member of staff who has extra time, so put them to good use and share updates and information with your readers.
If you’re not sure how a business blog will benefit your organisation, read on, and I’ll show you why they’re so crucial and how you can build a popular blog that pushes your firm’s online presence forward.
Why Are Business Blogs Important?
During the Coronvirus pandemic, when the global lockdowns began, online news publishers and informative blogs saw a sharp increase in traffic.
That’s because readers were keen to find out what was going on, and so they turned to trusted and high-ranking news sources to learn about how various industries and companies were responding to the crisis.
If readers want to find out about your business, or the sector it’s operating in, then they’ll seek out blogs in that niche. These include business blogs attached to websites just like yours.
Followers of your business will see these updates either via newsletter or social media post, but new leads will have to find your blog.
That means that your website and its content needs to be ranking high on search engine results pages (SERPs) for your chosen keywords.
Read on, and I’ll tell you why that’s so important and how a blog can help with that.
How Can A Business Blog Boost A Website’s Rankings?
It’s an established fact in the SEO market that the websites that are on the first page of a relevant Google SERP receive the majority of traffic.
So, if you want your website to be seen, then you need to rank highly for your chosen keywords and topics related to your niche.
Ranking for your chosen keywords revolves around creating relevant, readable content which includes your chosen keywords and associated terms.
Blogs are a great way to share this content and get your website ranking for the keywords that you want to target.
They are also an ideal way to create resources that can be used to build organic backlinks for your website.
Backlinks are central to SEO, as they help search engine algorithms to assess your website and view it as a respected, relevant and insightful space for users to find the information they need.
These backlinks can be external, so from other sites to yours, for which blog articles are ideal. Your work might catch the eye of a content creator who wants to back up their point, so they will use your work as a reference and include a link.
Internal backlinks are also vital for your company’s SEO, and you can include these in your content. Whenever you write about a topic related to one of the other pages on your site, you can include an internal backlink and help search engines to see the relevance of other pages on your site.
You will also be encouraging readers to click on these links, boosting your traffic to pages throughout your website.
How Can A Blog Save Your Business Time And Effort?
Business blogs are not just essential tools for SEO; they can also save your business time and hard work.
While you do have to invest a lot of time, effort and expertise into building a popular, beneficial blog, this will all be worth it when you are able to reap the rewards and enjoy a high-ranking, time-saving website.
The reason blogs can save you time is because you will be creating a resource that can be shared with your social media following and newsletter subscribers, meaning that you don’t have to create individual content for each platform.
You can simply create a brief post to accompany and introduce your blog post content, then share the link for interested readers to click on.
This approach will earn your website more traffic, as well as saving you time and hard work creating original content for each platform.
Your business updates are now streamlined: all you have to do is write a blog post about the development your company is introducing, and then share the link to the content.
Everyone can easily find the information and updates they need on every topic, including your newest company updates.
Blog articles can also be tailored around the frequently asked questions that your business encounters so that they can be used as a resource to inform potential clients.
When they ask about a particular topic, you can simply point them towards the blog post that discusses it, saving you time explaining the same concepts time and time again.
Blog posts can also serve as the start of a sales funnel, pulling readers in and getting them interested in your offering, meaning that you will be saving time in the sales process by posting blog content that can form part of the funnel.
How Do You Start A Business Blog?
Now that I’ve convinced you that business blogs are worth your time and effort, the question remains: how do you get started?
The first thing you need to do is to contact your website developer and have them incorporate space for the blog onto your existing website.
If it is hosted by WordPress, then this should be a relatively simple process. For custom sites, it might take longer, but it is crucial that your blog is hosted on your website.
Blogs on separate sites or blog hosting platforms won’t benefit your corporate website’s SEO and could confuse readers.
Once the website has the space to host your blog, you need to write a blog post. Make sure that you proofread it thoroughly before you post it, and that you have permission to use any photos you share alongside it.
What Is A Good Topic For An Inaugural Blog Post?
Writing a blog post on a relevant, engaging topic can be a challenge for even experienced copywriters, and it’s even harder when it’s the first post on your blog.
Your first blog post needs to welcome readers to your blog and share information or updates about why you started a blog.
Consider discussing the current situation and what your business is doing to overcome the challenges it faces. You should also explain how your company’s offering can benefit customers in these trying times.
If you don’t want to bring up the Coronavirus so early on in your relationship with readers, then you should consider offering an overview of your business as your first blog post.
You can offer an introduction to your firm, the services it provides and more, so that new readers know why they should follow your company and, potentially, work with your organisation.
How Can You Optimise This Content For SEO?
From the beginning, you want to get into the habit of optimising all of your business blog content for SEO.
The first step is to find the keywords that your website needs to rank for. This should have been a key part of your website content development, but if you want fresh data then use an SEO tool, such as SEMrush’s Keyword Magic Tool or Ahrefs’ Keyword Explorer to find keywords related to your chosen topic.
You can start by focusing on the most asked questions for your topic.
You can also use sophisticated SERP analysis tools, such as SEO Surfer, to find out what words the content at the top of relevant searches has included, and then emulate it.
For the final part of your optimisation process, you should give your work one final read-through, to make sure that it is grammatically correct and doesn’t contain any glaring errors.
Typos could diminish readability and result in your work being overlooked by search engine algorithms, so make sure you eliminate them by proofreading your work or using an editing tool like Hemingway Editor.
During your final proofread, you should also explore any additional opportunities to add in internal backlinks, so that you can maximise your site’s potential.
What Should You Do To Promote Your Blog?
One of the easiest ways to promote your blog and its content is to use your existing network.
You can share all of your posts with your newsletter subscribers, to earn yourself extra clicks and show them that your business is still distributing updates and insight.
Social media is also an ideal vehicle through which you can reach a wide range of potential and existing customers.
Both your followers and social media users that don’t currently engage with your business can see your posts, so you have the opportunity to boost your reach on social media platforms like Facebook, Twitter, LinkedIn and more.
Using PPC advert campaigns on these platforms, as well as using Google ads can allow you to get your blog content under the noses of even more readers.
A really good tool for content promotion is Quuu Promote.
If your blog content is part of a sales funnel, then it is perfect for an advert, as you can entice potential customers and then build a profile to inform your sales process, as well as pushing them through the process towards the perfect outcome: an order.
How Often Should You Post On Your New Business Blog?
Once you start blogging for your business, it can be hard to stop. There’s no set minimum or a maximum number of posts you should be sending out at any given time; the key is to be consistent.
Try to create a content schedule and provide relevant updates on your industry and business on a weekly, fortnightly or even monthly basis.
As well as producing new content, you also need to be constantly promoting your blog. You also need to be continually reviewing your existing content, to make sure that it remains relevant and rankable.
As highlighted in this article, a business blog is essential for any company that wants to grow its digital presence and reach its target audience.
It can take a lot of time and effort to research, plan and write quality blog posts, so consider outsourcing your content creation if you become too busy. Work with experienced writers to ensure that your blog remains relevant and interesting.