A business blog is an extension to a website, which can actively help a business to succeed online.
Where a website is an organised showcase for products and services; a blog consists of useful articles, explanations or ‘how to’ instructions around an industry.
Your business blog exists to provide advice to your client, show a personal interest and display your knowledge. A digital client conversation.
In turn your site will gain a higher position on search engine result pages.
Why do so many business blogs fail? Some business owners write fabulous pieces, but have not researched key terms. Others write boring, badly executed articles and expect people to read them.
Posts must be written around topics that potential clients search for and find beneficial.
Valuable content for real people.
Increase website ranking with a business blog
A small business blog is a long term strategy to provide Google with the content it craves.
Google strives to present the audience with the most relevant search result. This is what business owners must deliver.
Google rewards informative, well written content that provides an answer to a question.
A blog helps search engine rank when it is an extension of a website on the same web address.
Informative, related articles optimised around industry topics inspire search engines to rank the domain highly. The company is considered knowledgeable in a professional field or geographical location.
Great content also encourages shares and natural backlinks from other websites.
An engaging blog is a sure, steady and compelling way to increase search engine position.
How I improve your blog
I can give your blog purpose and direction.
Firstly I brainstorm with you to become acquainted with your industry.
Then I research and carefully choose key terms, for which the site has potential to rank.
Now a blog post is written. I edit and optimise it for search engines. I then add it to your blog and can include an image or video.
I achieve better search engine position with intelligent tools and experienced web knowledge.
The domain can be analysed on to review results.
How a blog can help your business
A useful blog will benefit a business website by boosting domain rank on search engines. This organic increase is much longer lasting than Pay Per Click.
Helpful posts grow the trust of an audience and builds long term relationships.
Useful content will encourage backlinks - an important part of any SEO campaign.
Regular blogging can traject a business towards becoming an authoritative online voice, increasing exposure.
Blogging provides material that can be posted on social networks - something businesses often struggle with.
How long should a blog post be?
At minimum a blog post should be 600 words. Better still make your posts longer, exploring topics in depth. Background information and your own professional points are great additions. But stick to the point. People do not read waffle and Google penalises badly written, fluffy content.
Be informative and structured.
If you have something short and sweet to say, why not Tweet it instead? Link back to your blog to support the arguement.
How to start a business blog
One of the best free content management systems available to start a blog is WordPress. It is easy to use and generally really good on search engines, if you choose the right theme and limit plugins.
WordPress was originally built for blogging, and will organise posts into categories at the click of a button.
Business blog setup.
Set the blog up on the same address as your website. That way the blog increases the authority of the domain and supports the site. I like to keep my blog inside a folder, for example /blog, so visitors know where they are.
What can you blog about?
For blog post ideas brainstorm within the company, or with family and friends. Look through client emails to rediscover their questions and concerns. Use industry websites and social media to study your audience.
Blog or blog post?
Let's clear up the difference between 'blog’ and 'blog post’.
A blog is much like a website - but generally contains articles (posts) not pages (services, products, about). Although both can contain either.
A blog post is one article on a blog. Also simply known as 'post'.
How to write a business blog
Once you have a topic, create a draft without publishing it. You can do this within WordPress, but I use Google Docs to formulate my articles so I can edit them on my computer or device. Include links to interesting websites. Once you are happy publish the post to your blog.
If you are not a confident author employ a content writer to produce the blog posts for you, but try to contribute yourself and include your own ideas.
A business blog is perfect for the passionate business owner.
- When writing a blog business owners must always have their audience in mind.
- Write well - check spelling and grammar and get to the point.
- Never copy content. If you reference content, credit the source.
- Curation is fine but do research what you curate and put into your own voice.
- Include both internal and external links to relevant articles.
- Optimise the post using meta tags and markup.
- Images, videos, infographics and podcasts will strengthen any page or blog post.