The importance of having a blog on your website

By Shan Balasuriya Posted Date: 2016-06-20

Why is it important to have a blog?

Is blogging really a necessary part of a business website? One of the first things that business owners would find when researching on search engine optimization (SEO), are blogs. Blogs have gained a reputation for being a very useful tool in order to boost website SEO and improve search rankings. The purpose of blogs are not just limited to SEO, they have a few other advantages to your business too. Some people would debate about whether blogging is still relevant, especially with the use of social media as a marketing platform. It is important to understand what a blog does, why it helps and why it should be an integral part of your website and online marketing strategy.

What is a blog?

A blog is no more than a collection of articles or posts about certain topics. Blogs generally provide readers with information, news, tips and guides about a specific topic or range of topics.

So what is the importance of a blog and how can it help?

Discussed below are four of the main reasons why blogging is integral to your online marketing strategy regardless of whether you are a small business or large organization.

  1. Drive traffic to your website:
    The blog gives you an opportunity to create relevant content for your customers. You can make informational posts related to the services your business provides or the products you sell. This can then be used as a marketing tactic to drive traffic back to your website. You can share the posts on social media platforms like facebook and twitter as well as send out email newsletter campaigns. When sharing your blog posts on social media accompany the links with a visually appealing image, since social media users will be more likely to engage and click through.

    It is also important to include links within your blog posts back to relevant pages on your website. This type of linking must be done using anchor text that is relevant and uses some of your target keywords. For instance if you are discussing a specific type of service and providing tips, you can link the keywords back to the relevant page on your website, this way readers will be able to discover what services you provide simply by clicking through.

  2. Increase your SEO:
    An important part of SEO is fresh content and linking. If you make blog posts that discuss your business services and products while providing users with useful information, it can generate traffic and improve rankings with search engines. Be sure to use target keywords and topics that are relevant to your business, this way the search engine crawlers will recognize that your website blog is in relation to a specific topic. As a result you are more likely to be found on search engines such as Google.

  3. Improve brand recognition:
    Well written articles that readers find useful can demonstrate your business as an industry leader and improve your brand recognition. By posting topics that resonate with your target customer base and showing off your knowledge, you are essentially marketing your business skills and brand. The more you show that your business is well-versed in your particular industry the more trust you build in your brand.

  4. Build better customer relations:
    Blogs can be a great way to improve the connection your business has with its customers. By visiting your blog, customers can get to know your business product or service from the comfort of their home. When you are a source of quality information it builds trust with the reader. Customers like to be informed and will appreciate that you are the one enlightening them about a particular topic related to your business service or product.

    Including a comments section on your blog pages will improve engagement with the customer. This will allow them to ask questions they may have about a topic and will give you a platform to directly communicate and clarify things for them. This sort of direct engagement with customers will improve brand recognition and trust.