They not only get your message out, they add to your online presence
Do you wonder why blogs are important to businesses?
Well, you’re reading this, aren’t you?
While some have declared the demise of the blog as businesses turn to other trendy delivery platforms, consider what Mark Twain said at news that he had died: “The reports of my death are greatly exaggerated.”
That also applies to the rumored death of blogs. They are alive and well, gaining readership and bringing traffic to your website.
There are several ways to bring attention to your blog.
First, businesses must be proactive. Blogs must be updated frequently to continue to drive readers – who may become customers – to their websites. And the writing must be about a specific subject using a ton of relevant keywords, which will increase your “findability” on major search engines.
“A great way to author a blog is to answer an unanswered industry question from a Google-rich snippet,” said Mark Warner, creative manager at M3 Group. “If you can answer the questions users are seeking and add new content to your website, it’s a win-win.”
Take Google, for example. Google adapts to what shows up in a search based partially on how relevant a business is to its industry. So, even if you don’t pay for a Google Ad (which would put a business at the top of search results), you can still show up prominently in a search if you have timely and relevant content on your website – like a blog.
Blogs also increase search engine optimization or SEO. While it is nearly impossible to show up on the first results of an online search unless you pay for an ad or are one of the big players in an industry, using what are called long-tail keywords can increase the chance that you will be found by searchers looking for a specific niche.
Here’s how that works: An accounting firm might not show up early in a search for “accounting firms near me,” but if someone is searching for “accounting firms near me for nonprofit organizations” and you have written a blog about being an accounting firm that works with local nonprofits, you have a better chance of fitting into that search engine’s algorithm and popping early up in a niche search.
By publishing a blog, a business can also set itself up as an expert in its industry, regardless of how small the company might be. Give readers some solid expert advice that they can actually use and sharing your expertise will set you up as the go-to source for whatever your blog is about.
A blog that enables readers to comment is a way to get to know your audience and reveal what interests readers, enabling you to continue to target content. By including blogs on your other social media platforms, driving readers to your website, you can identify your audience and build trust with them, which could result in a business relationship.
You can also keep readers on your domain through internal links. Let’s say you are reading the aforementioned accounting firm’s blog about nonprofits. The text mentions changes in the 2017 federal tax act that affects nonprofits, and you refer readers to an earlier blog on your domain that deals with how the new law impacts nonprofits.
“It’s important to remember that the link should be relevant to the content on the page,” Warner explained. “Internal links and backlinks from external sites all play a major role in SEO rankings. Google’s algorithm tracks a variety of factors, so it is important to try to check off as many of the SEO factors when authoring content, such as placing images, titling the page or selection of tags.”
Warner said the H1 tag is an HTML tag that indicates a header on a page – a snippet of code that tells your web browser how to display the content. An H2 tag is a subheading and should contain similar keywords to your H1 tag.
Now, how often should you post a blog? Research indicates a minimum of 11 blogs per month is ideal. Post the blog not only to your website but link the writing by including the posting on the other social media sites, including Facebook, Twitter, Instagram and LinkedIn.
If you feel you don’t have the know-how or the time for writing blogs and posting on social media platforms, M3 Group can do the heavy lifting. Not only can we create professional and relevant blogs that hit the mark in terms of SEO optimization, we also can craft effective social media posts and set up a social media schedule, posting at optimal intervals to keep your company in the minds of consumers.
M3 Group has had success in conducting online surveys, man-on-the-street evaluations and assembling focus groups to better learn what your customers want.
Those are just a few of M3 Group’s proven specialties. Call us at (517) 203-333 to discuss these services and more!