There has been a lot of discussion as to whether or not a business blog is worth the time. Blogs are supposed to build SEO, generate leads, and reinforce brand recognition. But I still encounter many naysayers who grumble a resounding “Bah!” at the mere mention of the four-letter word. However, it doesn’t take long to realize that they are just not doing it right.
A blog shows active content, which captures the notice of search engine spiders that are crawling the Web in search of new, relevant information worth sharing as search results. The newer the post, the more notice it gets. The more keywords integrated relevantly, the more notice it gets. And this added notice pushes your blog higher in the search engine results page (SERP), which is the SEO goal of everyone on the Web.
The facts are out there. People are not just reading blog posts; they’re voraciously devouring this content! U.S. Internet users spend three times more minutes per day on blogs and social networks than on their email. The global population of blog readers is almost one-third larger now than three years ago.
About 40 percent of companies in the U.S. use a blog as a marketing tool—and for good reason. Research published by Hubspot reported that companies that blog have 434 percent more indexed pages than those who don’t invest the time in a blog. And Hubspot’s 2010 State of Inbound Marketing Lead Generation Report stated that companies that blog have 97 percent more inbound links and get 236 percent more leads!
But that still leaves 60 percent of companies blog-less. For the time being, I would relish this reality and blog my heart out, because I’m gaining the SEO value that they’re missing—this wonderful forum for communicating with my prospects, referral sources, colleagues, and guest bloggers.
What kind of results do you get from your blog? Let me know how it’s doing for you!