Cheryl Tan
The introduction of blogging in the early days of the internet was probably one of the most prevalent reasons for the internet’s rise in popularity. Self-generated posts were in line with topics relevant to the average person, which caused the demand for exciting content to skyrocket as more users went online to read blog posts.
The internet started as an academic hotspot for scholars to share their work. It has since transformed into a global, interconnected web for the public, giving rise to massive user-based social media and video-sharing websites. Although dedicated blogging websites are no longer the most visited sites on the internet, blogging remains relevant to this day. According to HubSpot, businesses that consistently write and publish blogs receive 67% more leads than those that don’t. A blog post on your company website is a fantastic way of connecting with your audience and improving organic website traffic growth without spending thousands of dollars on monthly ads. We discuss the benefits of blogging and why you should incorporate it into your marketing efforts.
How Has Blogging Changed in Recent Years?
A blog post is a platform to publish crafted content and share it with a community of like-minded individuals without going through gatekeepers like publishing houses or news platforms. This allows the user freedom of speech to post what they want wherever they are and still reach a broad audience.
No longer just a form for passionate individuals to write about things they love and connect with a community, blogging is becoming a beneficial content marketing tactic for many businesses to share expertise on their products and services. Brands can connect with their audience more personally with full control over the published content and how they want to portray their image.
What are the Benefits of Blogging?
Increases Your Visibility
A blog post creates a vital point of interaction with your customers and makes it easier to increase your organic SEO volume. Relevant short-tail keywords, while standard practice, may not improve your website ranking much compared to other competing brands using similar keywords.
Incorporating low search volume longtail keywords into your posts like ‘how do I reduce my carbon footprint’ will target specific users in your audience who are searching for these queries. This ensures that you reach your targeted audience, who are more likely to click through. It will also help you appear much higher in the rankings and get more website traffic than if you were competing to rank with high-difficulty short-tail keywords.
Be Rewarded by Google for Staying Relevant
There could be a risk that a company has gone out of business or provided inaccurate information if its website hasn’t been updated in ages. Google doesn’t want to promote outdated information to its users. Websites with regular refreshes signal that they are alive and producing new content, giving Google’s search engine algorithms more reason to index your website and keep it on their radar.
A blog post is a more practical way of adding new content to your page over time as compared to changing the information on your home or product pages periodically, which can confuse your customers.
Provides Linking Opportunities
Backlinking by including reputable sites relevant to your topic creates relationships with other websites, helping yours grow. Providing authoritative and crucial information also gives reputable websites reasons to link to your site, making Google see your website as a trustworthy source.
One of the benefits of blogging is the increase in opportunities for internal linking, which points users from one page on your site to another. Utilising your anchor text well tells Google what the page you’re linking to is about and impacts the algorithm regarding your target keywords.
Builds Authority
Establishing yourself as an expert in your field will attract new visitors and retain a loyal following, all of whom will appreciate and enjoy your content. Useful information is highly valued. If your post is well-received and liked by a visitor, they are more likely to become regular followers of your brand and share it with others.
Quality content and reading material increase the time users spend on your page. Dwell time on a website is a vital metric to Google. If someone clicks on a result and stays on the page for a while, it signals that the website offers helpful content and is more likely to be recommended by Google’s algorithm.
Content is King
With all these benefits of blogging together with being efficient and low cost, there should be no reason businesses should not be incorporating it into their marketing efforts. Content marketing is the future.
