Every business is online these days. It’s just a normal part of business DNA, from the smallest kitchen-table hobby enterprise to the largest corporation. But just having a website or being on social media isn’t enough anymore. Because to be found on search engines, and to get cut through in the ever-evolving and sophisticated world of SEO (search engine optimisation), every business needs to focus on quality digital content.

If we just think about on-page content (i.e. what your customers see on your web page), how do you make sure the content on your site is packed full of the fresh and original material that makes search engines sit up and pay attention?

For most small businesses (or big ones for that matter) the requirement to constantly update their online content – products, propositions or services – just for the sake of it isn’t feasible or even desirable. You may have a finite list of services to promote and there’s only so much tweaking of product descriptions you can do. So how can you stay ahead in the SEO game?

This is where business blogs come in. Blogging – if done right – has been tested and proven to deliver concrete results for all kinds of businesses. Blogging has the potential to reach your target market – and beyond – in ways that traditional advertising no longer can. And for far less money. That can only be good news, right?  

Blogging ticks SEO boxes all day long. In short, blogging is no longer optional.  

If you remain to be convinced about why you should start a blog or how to start a blog for your business, I’ll explain. 

Why should you write a blog? 

Let me count some of the ways business blogs are a good thing (with thanks to iMPACT for the stats):

1.    It helps with SEO – your website has 400%+ better chance of being indexed on Google if you have a blog that gets regularly updated
2.    47% of buyers will read up on your business before making a purchase, and an informative blog will feed into that pre-purchase decision-making process
3.    Blog articles with images get a higher hit rate than plain text alone
4.    Businesses who use blogs get 67% more sales leads than those who don’t
5.    Businesses who use blogs get a 97% improvement in inbound links
6.    Blogs have been rated as the 5th most trusted source for accurate online information.
7.    45% of marketers say blogging is the #1 most important element of their content strategy.

Blogging makes your site more visible in search engines.
For your website to rank high in Google searches, the following factors are crucial:-
1.    Keywords (and phrases, and synonyms)
2.    Fresh content
3.    Links (within your site, from your site, to your site)
4.    Social signals (plug-ins, likes, follows, shares) 

Where does blogging fit in? 
1.    First, with the use of keywords. A blog can incorporate keywords, phrases and synonyms in a natural non-spammy, non-keyword-stuffing way. Tick
2.    Every new, original blog post is fresh content as far as Google is concerned. Tick
3.    By adding links into a blog post your website becomes instantly more visible in searches. Tick
4.    By spreading the word about a new blog post on social media not only are you expanding your target audience but you’re also improving your SEO visibility. Tick

Do you see where I’m going with this? 

Blogs are used for all kinds of commercial reasons. With a blog, you can write about whatever you want, within reason. You can explore your interests, your passions, and the things you care about most. Your blogs needn’t even be directly pushing your business but you can certainly use them to build brand awareness and promote your expertise, your portfolio, testimonials and case studies. 

But blogging can also inspire, both for you as the writer and your readers. It can entertain and inform.  It establishes your credibility and authority. It creates opportunities for making connections and building relationships. Where else do you get the chance to show off on a regular basis?

How to start blogging

If I’ve convinced you to start a blog, here’s what you do next.

1.    Set some goals, e.g. how often to publish a blog*
2.    Think about the tone of voice e.g. strictly business or showing your personality
3.    List the keywords that have to be included with every blog
4.    Brainstorm ideas for topics, themes, areas of focus (as I said, it doesn’t have to be strictly business every time)
5.    Consider sharing the duties, good for varying the tone and subjects 

*For example, I try to do a weekly blog and I have an alert in my calendar to remind me 
Don’t get me wrong. Blogging requires discipline. It requires research into ideas, topics, images, references, citations, links. Not forgetting the time to write, edit and publish. 
But if the mere thought of writing a blog brings you out in a cold sweat then help is at hand! I’m a copywriter after all, I’ve written dozens of blogs for all kinds of businesses and will happily do the same for you. Just take a look at my portfolio for a taster of the many varied industries I’ve covered and subjects I’ve written about. 

Contact me today and I will show you how blogging can help with your SEO and give your creative side a new and exciting place to shine!

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