A website is one of those essentials your business needs in order to be successful, but you need to take it a step further too. When it comes to websites, quality is king.
One of the best ways to make your website work for you is to add a blog and to publish new posts on a regular basis. From search engine optimization to conversion rates, a blog can make all the difference in how successful your site is.
Not convinced yet? Check out the great benefits you stand to gain when you add a blog to your website.
Why Add a Blog to Your Website
If you’re not sure if you have the time to create and maintain a blog, here are the advantages you’ll miss out on if you’re blogless:
Keyword Usage Opportunities
As you probably know, SEO is the life-blood of any successful website. After all, you can’t make money from a website no one finds. Blogging is a powerful tool when it comes to SEO.
Each blog is one more opportunity to use the keywords you want to optimize for. For instance, if you have a clothing boutique, you might want to optimize for popular styles like the term “oversized sweaters.” Instead of only having that term on your homepage and your product pages, you can use it in a blog too to optimize for it even more.
New Pages to Appear on Search Results
Before we go further, we should note that there are several ways to have a blog in terms of how you lay out your website.
One option is to have a solitary blog page where you post new on-page content with every blog post. The result is a single page that’s very long with months or years of blogs.
The second option is to have a central blog page that previews each new post. Every post, though, has its own page as well. The main blog page just previews your posts and links to their individual pages.
It’s always better to go with option two. When you do that, each of those blogs is a new page on your website that can rank for your chosen keywords.
Let’s look at that boutique example again. If you use blog option one and someone searches for oversized sweaters, you only have one or two pages that could show up on their search results.
If you use option two, on the other hand, each blog in which you’ve mentioned oversized sweaters has a chance to appear as its own page. Instead of one or two opportunities to rank, you could have dozens.
Get More Specific
When it comes to the product pages on your website, there’s only so much content you can have without getting too wordy and cumbersome. Blogs, on the other hand, give you the opportunity to take on more specific topics.
For instance, you might write a blog about the best ways to style an oversized sweater or how to identify the right sizing. That allows you to better optimize for the long-tail keywords users are actually searching for. In this example, you can rank for “how to wear an oversized sweater” or “what to wear with an oversized sweater.”
Build a Conversation
A blog is a useful way to start getting to know your customers on a more personal level.
Product pages tend to have a more professional tone, while your blogging voice should sound more conversational and casual. This gives you the opportunity to show your personality and give your brand a more human, relatable voice.
At the same time, the topics themselves are more relatable. Rather than just talking about the products you offer, you’re giving more specific topics and offering tips that benefit your customers directly. From a branding standpoint, it’s a great way to build loyalty.
Show Off Your Expertise
As we mentioned, there’s a limit to the amount of text you can put on your product pages without turning readers off. That amount of text doesn’t even scratch the surface of your professional expertise in your field.
In a blog, you can get more specific and show off that knowledge in more depth. Readers who find the information useful will realize that you really know what you’re talking about. Before you know it, you’re the expert they trust and the company they’ll turn to when they need your products or services.
Display Recent Activity
One of the ways a search engine determines any page’s relevance and trustworthiness in a search is the recent activity. They assume a website that was updated yesterday is more reliable than one that hasn’t been updated in a year, and rightfully so.
Every time you post a blog, you’re logging more and more recent activity, contributing to your search result rankings.
On top of search engines, customers pay attention to your recent updates too. A dated website that doesn’t appear to have any recent content will make users wonder if you’re even still in business.
A fresh site with a new blog every week, on the other hand, says that your business is active and engaged. It gives the impression of better customer service.
Better Conversion Opportunities
Most of the benefits we’ve mentioned have focused on getting more people to your site. When you get that traffic, though, a blog can also help you convert them to paying customers.
The more time a user spends on your site and the more familiar they get with you, the more likely they are to convert. If your site is rich with great blogs, it will attract users to stay longer for a few reasons.
For one, you’ll have more pages and a better internal linking structure, so there are more places for users to go. Second, as we mentioned, blogs provide a more familiar tone. The more comfortable customers get with your business, the more likely they are to trust you by making a purchase.
Setting Up Your Blog
By now, there shouldn’t be a question as to whether you should add a blog to your website. There are plenty of clear benefits you can enjoy. It should be a question of how.
To learn how to add a blog to your website, check out our web development tips blog.