As this is my first post on the Uplift blog I thought it’d be a good idea to talk about blogging itself and, in particular, why it plays such an integral part in a successful SEO campaign.
First of all, a few pointers.
To get the most out of blogging for your business, the blog should ideally be located in a subfolder. As you can see from the Uplift blog, it is located at www.upliftdigital.co.uk/blog.
This means that all of the great, relevant, useful content you add to the blog has a direct influence on your main domain. If you add your blog to a subdomain e.g. blog.upliftdigital.co.uk then your main domain (which hosts all the category, service and product pages that you want to rank!) doesn’t benefit as much from all the great content you add to the blog.
Worse still, some businesses still host their blog on a completely different domain – typically on a .blogspot or .wordpress domain. If you have the resources to run an external blog as well as an internal one hosted on your own domain, then by all means do it. If your resources are already a bit stretched then your best bet is to focus on your internal blog.
Now, why is blogging so great for SEO?
The reason I, and many other SEO professionals, keep going on about blogging so much is because it ticks so many boxes in terms of convincing search engines that you, your site and your business are real, trustworthy and active.
You don’t need to take my word for it though, check out these stats from Hubspot’s 2013 State Of Inbound Marketing report:
Hard to argue with those stats – a good blog that is regularly updated with fresh content has a direct influence on your ROI.
One thing spammy, fly-by-night websites have in common is that they don’t invest the time, money and effort into adding quality, unique content to their sites on a regular basis. So if you do, you immediately disassociate yourself with those static websites that offer no new information to their audience.
Blogging also helps to increase the perceived relevance of your site. Writing regular blog posts focused on whatever industry you’re in will help search engines get a better idea about what your site is about.
Your blog posts will also bring in new, long-tail traffic, as well as provide your regular visitors with more information and new updates to read. All of this helps reinforce your brand values and offering to prospective customers in different stages of the buying cycle.
If that wasn’t enough, blogging is your best route to earning those all-important high quality links. Webmasters in your industry are not likely to naturally link to your category or service pages, but they may well link to a brilliant blog post that adds value to your industry as a whole.
The same goes for attracting social shares. People are much more likely to share funny or informative blog posts than they are sales pages.
Developing and implementing an effective blog strategy that ticks all of the above boxes isn’t easy. It takes a lot of hard work and dedication. It can be done though, no matter what industry you’re in.
If you want help with developing a blogging strategy or with writing content for your site, get in touch with Uplift today about our SEO consultancy service: