A Guide to Business Blogging
We’re told pretty much every day that “Content is King” and that you need a blog, but no one is really answering the questions that you should be asking.
Do I really need a blog for my business?
Yes! Always yes! It doesn’t matter what industry you are in, whether you are selling products or services, a blog is an essential part of ensuring that your website stays relevant in the eyes of Google.
I’ve heard a lot of people saying things like; “but no one reads my posts”, “I’m not getting hits” etc. However, whilst yes, customer engagement is an essential part of why you should be creating blog posts, it’s just one of th0ose things that is not going to happen overnight.
Plus, even if people aren’t (yet) reading your posts, you never know when they might be looking for the answers you hold. Plus, Google IS reading your blog posts, or should I say, Google Crawlers are reading them.
Crawlers, sometimes called Spiders, are little robots that read your content trying to gauge what pages and websites are about, to ensure that search engine results pages show the most relevant information.
Most importantly, these Crawlers are looking for websites that consistently offer fresh and relevant content. Hence why blog posts are key to the growth of your website, even if it feels like a slow process.
How often should I blog?
Ultimately, there is no right or wrong answer, if you are consistent. As a minimum, my advice would be to try to post at least once a month to ensure that your website has regular content, which Google is a huge fan of.
The more often you post, is obviously going to be better for engagement, however it is crucial that you don’t get yourself into a rut of posting every week or posting for the sake of it, because you’re unlikely to produce content that is of a high quality. Your audience won’t read your posts, and Google won’t rate them highly either.
Aim to blog once a month, but don’t be afraid to post more often when you have something that you want to talk about.
Essentially, it’s best to stay flexible with your posting, because you never know when a news story that is relevant to your industry or business will appear.
What should I blog about?
Don’t blog about yourself, because no one gives a shit about you. Harsh but true.
So many people advise you that your blog is yours, and you should blog about what you want.
This might be true for a personal blog, however if you want a blog to serve your business, you need to forget this advice. Don’t write about what interests you, because you are not your target audience and you are not going to bring money into your business.
Of course, blog posts are not going to make you money directly (unless you place adverts or links, but that’s something else), so you need to think about what the goals are for your blog.
Your goal should always be to give something to your audience, you just need to understand what you want to offer them. Do you want to:
Explain how something works
Where should I put my blog? Separate or part of the main website?
My advice would be to have your blog as a part of your website if you can. This is particularly so if your website contains a lot of static pages that don’t change often. As stated above, adding fresh content to your website is essential to keeping it well-positioned by Google because search engines are constantly changing, so your website needs to keep up.
If you are not able to add a blog to your website, ensure that Google knows that the blog is connected to the website. Link to the blog from the website wherever possible and vice versa.
Every time a post mentions a specific product or service, ensure that you include a link to the relevant page from the post.
Include links to the main website as part of your standard Call to Action (CTA).
Need help with your blog? Get in touch with questions, advice or for a chat.