Philip Ellis
News & Views
The blog is still boss when it comes to SEO

To a business, social media is a vital way of pulling in readers and/or viewers from a wide range of channels – but one should never confuse the medium for the message. Social sites like Facebook and Twitter offer a great platform, but once you’re up there, what is it you have to say? This is where blogs come in.

The blog is a strange creature. Originating as an online diary for angst-ridden teenagers, it has evolved into a powerful business tool. The majority of organisations have a blog, and there’s a good reason for that: in SEO, trends can change as fast as the weather, but there is no surer way to please search engines than to publish regular, relevant and authoritative content.

This, of course, is not news. But with 2013 almost upon us, now is the ideal time to take stock of your current blogging practices. If you have let your company blog fall by the wayside, or have yet to start one at all, it’s not too late to get on board. Below is a list of the benefits that a blog can bring to your business, and a few pointers to get you off to a good start:

  • In our recent piece The Golden Rule Of Content Marketing, we outlined the importance of content in today’s digital landscape, as dynamic, informative blog posts will help to position you as an expert in your field. The new Google Authorship scheme will also boost your credibility as an industry authority.
  • If you are a large corporation or well-known brand, a blog goes hand in hand with social pages in terms of putting your best foot forward and showing the public your personable, friendly side.
  • Blogs can also be incredibly useful for relationship building. By inviting other industry professionals to write guest posts, and guest posting on other sites, you cement your status as a company with comprehensive sector knowledge (in addition to gaining authoritative links). The important thing to remember here is quality over quantity – you may find that a large number of bloggers are keen to collaborate, but each guest blog needs to be about providing genuine value first and link-building second.
  • Keyword optimisation is the backbone of any successful blog, as is an in-depth understanding of the products and services on offer. This means that maintaining a company blog is no longer simply a case of outsourcing to a social agency or handing over to an intern. In a perfect world, the blog will be a fully integrated aspect of the company’s overall business strategy; top-level product knowledge, high quality writing, and a familiarity with the commercial landscape are all contributory factors.
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