You’ve probably already been told that your company, whether it cleans carpets, prepares taxes or trains sea lions, needs a blog. Maybe you’ve even got one – complete with content as old as the Internet itself. In which case, of course, the blog is all but useless. In fact, it’s probably even hurting your site rankings.
Having a company blog is important, but it’s not enough. In addition to just having a blog, you must maintain it, with fresh, relevant and lively content posted on a regular publishing schedule.
To find out just how important fresh blog content is, we checked in with our go-to SEO experts at one of our favorite performance Internet marketing and advertising companies, LSF Interactive, to see what they had to say.
Said Hamaid, LSF’s Senior Project Manager for SEO notes, “The time and age where content was just another instrument to improve rankings through repeated submissions is long gone. The search engines have gotten smarter and today, only unique content prevails. Unique quality content is not only good for search engines, but it’s also good for users. Content must be seen as way to captivate and convert your visitors more than a tool to rank.”
Still not convinced? Here are three more reasons you need a company blog, and more importantly, fresh content posted to it.
- Interaction With Readers. Everyone knows that the best part of a juicy blog post is the comments section. Whether your posts are stirring up controversy or answering questions about your industry, a blog is a great place not just to talk to customers, but to get them to talk back. And the way to achieve that wonderful back-and-forth is to give your blog readers new, compelling content that they can interact with and comment on regularly. LSF’s Director of Social Media, Fumi Matsubara, gives us the low down: “A regular publishing schedule turns readers into loyal readers.” The least you can do is give those loyal readers something new to share and respond to!
- Opportunity to Share What Your Business Does Best. A blog is simply the best way to share the collective wisdom of your company or organization with the customers you serve. From tips on how to care for pets at home from a veterinary office, to fashion advice from a local boutique, there are so many skills, insider tricks and tidbits of wisdom your business has to offer. Regularly producing fresh blog content is the perfect way to get that information into the hands of consumers, and to have them remember your business’ name and function.
- Search Engine Rankings Boost. From an SEO standpoint, regularly generating new blog content is simply a must. Notes Matsubara: “Publishing new content on regular basis will help increase the ranking of your website that the blog is attached to. (Meaning, the blog needs to be located at your domain, not on a third-party URL). This is primarily due to the search engine seeing that the blog’s URL is indexing the same as the main website, and associate(ing) the two together. The majority of websites are static, meaning they are not updated regularly. If you think from that perspective, updating your blog, even once a week, can improve your website’s ranking.”
So what are you waiting for? Dust off that old company blog and breathe some life back into it! Your search rankings and, most importantly, your loyal customers will be the better for it.
Need help? We’ve got you covered…iCopywriter’s seasoned bloggers and project managers can help you with everything from brainstorming and researching topics, to creating and managing your publishing schedules, to writing and editing your copy. We’ll even write a free sample blog for you.
Have you checked out iCopywriter.com lately?