Why Every Business Needs a Blog

Why blogging is good for your business.
writer blogging with a coffee
In a world dominated by software, consumers access search engines to get most of their information.

The question is this: what's the easiest and most efficient method to get customers on search engines like Google?

The answer is blogging.

Every business needs to make a blog. Not only to inform their consumers, but to also get them to begin with. Blogging is truly the best way to rank high on search engines.

In this article, we will examine why your business should have a blog and how to make one to get more customers from Google.

Reasons to Start a Blog for Your Business
What Every Company Blog Needs to Have
Should Every Industry Have a Company Blog?
Conclusion

Reasons to Start a Blog for Your Business

There's a multitude of benefits to having a blog for your business.

The first of these benefits is SEO, or search engine optimization. SEO is about how to get your site to rank higher on search engines such as Google. Google is still the market leader for consumers to discover products and services no matter what industry you're in, which is why SEO is so important.

SEO is huge when it comes to getting your brand out there to the masses. Having a blog is one of the best ways to do that because you can post frequently on your site. These posts are then published, which makes them searchable by search engines like Google and Bing. Since Google is the most popular search engine out there, having good SEO will ensure your brand is visible in Google searches.

One of the best things about blogging is that it's an excellent way to increase your website's SEO. Search engines love fresh content and blogs are all about providing new content regularly.

To have a winning SEO strategy for your blog, you need to write content on your company's most important keywords. Keywords are the search terms that people use when they are doing a Google (and other major search engines) search, and then clicking on the links that appear in their results.

For example, if you run an online flower delivery company called "Flowers R Us" you should post articles with keywords like "local flower delivery near me," "buy flowers online," and more.

By ranking high for your most important keywords, you will get more organic traffic to your website which can create more leads, more demos, and more customers.

A benefit of blogging for keywords is that the inbound organic traffic you get from it is compounding. There's typically an average amount of searches for every keyword per month, and if your content is high quality, your content will rank for the top of those keywords every month. When you rank for the top of your keywords every month, your organic traffic compounds.

If your ten target keywords each have an average of 200 searches per month, and if you rank in the top ten for all of those keywords, then there'll be 2,000 searchers per month who at least see your content on Google. Because your content will remain informative and relevant, it will more than likely remain highly ranked, making the organic traffic compounding.

One month it's 2,000 searchers, the next month it's 4,000 searchers, and so on. By the sixth month, as many as 12,000 searchers can see your content on Google!

Compounding organic traffic via keywords bar chart
One of the best parts of blogging is that once you've published high-quality content, there isn't much maintenance needed to be done. That's why many of the Google searches you've made show content from as long ago as 2010.

If the content remains relevant, it will keep on ranking high.

What Every Company Blog Needs to Have

The first thing your company blog should have is content optimized for keywords. This means doing keyword research before you begin the writing process. Once you have your keywords and can start writing on them, be sure to mention your keywords several times throughout the body of your content as well as your headlines.

Speaking of which, your content must be optimized for technical SEO. This means telling search engines your content's meta description, header tags (H1/H2/etc), and more. You can do these things through HTML code or your site builder if you are using Wix, Tilda, or something of the like.

While winning keywords is crucial for having a successful blogging strategy, an important part of the equation is producing interesting and informative content for your customers. That's because SEO only brings traffic to your website. Just because someone visits your site doesn't mean that they will stay on it and check out what you're selling.

It's the quality of your content that gets them to book a meeting and buy.

When thinking about what you should blog about, first consider what would be interesting to you as a customer if you were looking for information about your product or service. That might seem like backward thinking at first, but it will help ensure that you are creating useful and relevant content for your target customers.

A good way of doing this is writing a list of questions that your potential customers might ask themselves - or on Google - when they're looking to tackle the pain point that you're solving.

For example, if you're selling to photographers, maybe it's something like "tips for taking better photos." Or for a blog aimed at small business owners in the retail industry, maybe it's something like "How do I transition from brick-and-mortar to e-commerce?"

Articles like that are not only helpful but are also interesting to read.
tips for taking better photos Google search
A good part of writing a lot of interesting content is that the more interesting content you have, the more likely your target customer will stay on your website. The thing that gets people to stay on your website is valuable content. The more value you offer, the better the chance of getting them to convert into leads and eventually paying customers.

Another thing you should consider is blogging evergreen content. Evergreen content is content that is not time-sensitive. Instead of publishing something that is only related to this year, publish content that your target customers will want to read about regardless of what year or month it is.

Another big part of having a winning SEO strategy for your blog is getting backlinks. Backlinks are incoming links to your blog by other sites. They're a very important part of getting noticed by the search engines.

There are many ways to get backlinks. Ways to get backlinks include guest blog posts, product reviews, forum posts, and more.

The best way to get backlinks is to write the highest quality content possible. Most writers source their content from typical Google searches. Writing good content kills two birds with one stone: you rank high on Google while being informative enough to be cited. Writers don't want to source poor content as their sources are a reflection of their writing.
Ways to get backlinks checklist
A best practice for company blogs to follow is having internal links. This means adding links to other pages on your site to broaden the user's knowledge of your content. Users are already searching for more information after reading an article, so internal linking is a way to have your readers keep reading.

If you already have other content published on your site, you might as well create a web out of it.

A final best practice every company blog should follow is having infographics. Infographics can help your blog appeal to your audience more. There's more content published today than at any other point in history and visual content is much easier to consume. Infographics are also a great way to get backlinks and appear on Google Images, another potential source of inbound organic traffic.

Should Every Industry Have a Company Blog?

Because it's common for companies in software industries to have a blog, a valid question you may have is whether or not you should have a company blog if you aren't in tech.

Should your cafe have a blog? Or your food truck company? Or anything that is brick-and-mortar or doesn't serve digital goods?

The answer is yes.

Regardless of what industry your business is in, you should make it a point to have a blog because of Google.

Many goods and services, both physical, digital, and in-person, are first discovered by their target customers on Google.

A good example of a company blog that sells physical goods and services is The North Face. They post stories and content on their blog that drive awareness of their brand and services without actually pitching anything in their articles. The North Face ranks highs for keywords related to what they sell such as "walking boots," "warm work pants," and even "big travel blog."

And another good example is Dole, a brand known for selling fruits. Their company blog has posts with recipes featuring Dole ingredients and/or fresh fruit. They even show readers how to make fan-favorite recipes such as DIY Dole Whip. Since Dole shares informative content for its target customers, it's no surprise that Dole ranks high for keywords related to its recipes.

An example of a company that sells services, not goods, that has a blog is GrowingStars, a tutoring service. GrowingStars ranks in the top for keywords related to what they're selling - the writer here found them through a simple Google search.

You can imagine how much easier it is to be discovered when you rank high for your desired keywords.

If blogging is the best way to get your company more traction on Google, then you should start one despite whatever you're selling.

Conclusion

Blogging is an easy and effective solution to being discovered on Google. Though it requires a lot of know-how, it's worth it at the end.

Want to get your blog started so you can rank high on Google and get more business? Reach out to us and we'll be in touch.
Post by Noah Levy, cofounder at FoundCopy.