There comes a time when every company realizes, “We need to improve our presence online.” The solution for this many times can be simple, a blog. A blog will give your site a consistent stream of new content, creates pages for targeted keywords, contains more content to share over social networks, allows people to interact with your website through comments and positions yourself or company as an expert in the field.
Many companies debate on whether or not to spend money and time on creating a blog. The scope of the project can be larger than life. First you need to find a platform, then make the platform look and feel like your existing site, come up with content and maintain the blog as a whole.
|Constant Stream of New Content||Creating Blog|
|Establish yourself as an expert||Blog Maintenance|
|More Pages to appear in SERP|
|Keeps People on Site Longer|
Do not let these factors intimidate you, finding a platform is as easy as saying “WordPress.” This CMS is easy to implement, in fact many hosting providers give a 1 click install. Making your WordPress blog look like your current site is simple: find a template, reference your CSS file and make any changes necessary. Many WordPress templates are built on the 960 Grid system so customization is easy. Maintaining your blog is a breeze; WordPress’s content editor is a lot like Word or any other word processor. You can write your post and then copy and paste it into the editor, press update and you are done.
Now that your blog is installed and customized it is time to reap the rewards. Imagine all of those long tail or absentee keywords you have wanted to take advantage of — they now have a home. While coming up with post ideas look into your targeted keywords and match your titles to these terms. While creating new content for your site you can optimize these pages for a specific set of keywords helping your site move up in the SERPs, in places you never were before.
In turn these blog posts will also add much-needed fresh content to your website on a consistent basis. Many sites struggle with content; the blog gives you a great place to put any new content and a dedicated page for your users to find this content. Search engines love new content: they will crawl your site more frequently and are more likely to rank your pages higher if you continue to have content updates. These new pages will provided new places for people to link back to as well.
When you come up with new content it opens up opportunities for people to become involved with your site. Comments are a great way for people to voice their opinion on specific subject matter. By adding social sharing buttons your content can spread through the web, and perhaps go viral. If your site has a lot of social engagement it is sure to move up in the SERPs as search engines put more and more emphasis on social signals in their rankings. When people interact with your content through systems like commenting and social sharing they spend more time on your site and less time on your competitors’.