Having had a few weeks earlier this year when we didn’t publish a new blog article because we were busy with client work, I was determined to get momentum around the SEO+ blog back up and running.
Having posted a new article a few weeks ago – Our 10 favourite free SEO tools to optimise your website – and several since, I noticed a sudden and significant surge in enquiries. When I checked my Google Analytics, I found that this one article had increased traffic to the SEO+ website by 238.51% (with most of the traffic coming from Google and social media). Visitors were staying on the site for an average of 11.94% minutes longer and visiting more pages. There had also been a 75.58% increase in people visiting our Contact page.
The stats don’t lie and reinforce my belief that blogging and content creation are not only an essential part of good search engine optimisation but also fantastic for connecting with potential customers.
The benefits of blogging and content creation
Before you write a new article, it’s important to understand who your customers are and what they would like to know more about. What would give them extra value? How can you help solve a problem? What do they want, not just need? What do you know about that inspires your customers? These are all questions to ask.
Writing a blog article gives you a chance to talk about a topic in more depth than anywhere else on your website. This has several benefits:
- You can give customers more information about something that interests them.
- Customers find themselves thinking, ‘If you give this much information away for free every week/fortnight/month, I would get so much more from working with you’.
- You can build your reputation as an expert in your field.
- You can link to other content of interest and drive traffic to other areas of your site, to increase the number of enquiries or sales.
- You can demonstrate your relevance to your customers, showing that yours is the right business for them and that you’re talking their language.
As the stats above show, there are clear SEO benefits of blogging and content creation too:
- Posting free content to your website encourages the search engines to re-crawl and index your site.
- Blog articles take longer to read than most web pages, which increases the average time people spend on your website.
- If people come to your website to read an article, they are less likely to bounce away from it, while links to further information within the article may take them to other pages, also decreasing your bounce rate.
- The factors above show Google that your website is well maintained and that you care about providing content that your customers will find useful. These are all ranking signals.
Blogging, content creation and social media
Blogging and content creation are integral to a successful social media strategy because they help give your customers fresh content and set you apart as an expert.
If someone reads and finds value in one of your blog articles, they’re likely to share it with their social media network. You can help facilitate this by adding social sharing options to each article (the GetSocial or Flare plugins are great for this if you have a WordPress website) and by sharing a link to each new blog on all of your social media platforms. In next week’s SEO+ blog, I will be looking at how you can promote your content for maximum visibility.
Consistency is the key to blogging success
Once you make a commitment to blog, it’s important to be consistent. We would advise that’s it’s better to blog just once a month and do it consistently, if that’s all you have time for, than to randomly blog to no schedule. Ideally, you want your customers to know when they can expect new content from you because then they’ll look out for it, reading your blog as part of their routine.
If you have time to blog more regularly – once a week is typical for many businesses – then you have weekly content that you can share on your social media pages. You can also use your blog as inspiration for Facebook statuses, Tweets, memes, LinkedIn posts, or set up a Pinterest board that features all of your articles.
Another way to get value from blogging is to use your weekly articles as the focal point for a free e-newsletter that you send out to your customers (we’ll talk about this in more detail next week). Again, people will come to expect a weekly correspondence from you, keeping your business at the forefront of their inboxes and their minds.
As you can see blogging and content creation have many SEO and wider business benefits. If you think blogging would be great for your business but you’re stuck for time or not sure where to start and would like to know more about how SEO+ can help, please give us a call on 01626 270 085 or take a look at our Optimised Content Package.
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