In the 21st century, digital marketing is one of the most powerful ways to jumpstart your business’ online and marketing presence. There are many different ways for companies to market in the digital realm: PPC or email campaigns, exchanging backlinks, efficiently coded websites, and many others. But the most important aspect of your online presence, the one thing that will help people find your site organically or keep them coming back time and again, is a foundational concept.
This one magical piece of the puzzle is content. Relevant, optimized content with well-chosen keywords is the primary driving force channeling traffic to your website and keeping it there. The best way to inject fresh, up-to-date content on your site is in the form of blogs. With more than 57 million American adults (39% of internet users) reading blogs, it should come as no surprise why they’re so useful. But, how can blogging be so powerful as to alter your ranking in search engine results?
The Different Powers of Blogging
Blogging has seen a continual increase since the inception of the internet to the present. As of 2017, Tumblr alone has over 350 million blogs with the total number of websites nearing 2 billion. That’s a pretty vital ratio to consider. Nearly one in six sites is a blog. Why exactly is blogging so powerful a tool in attracting people to your website then?
First and foremost, search engines love quality unique and original content. Duplicated content does nothing to help your ranking and can even penalize you. Even if the product or topic is one that’s been done before, you can always put an exciting twist on it to revitalize the discussion
The more blogs you have, the more content and the more pages you have, giving search engines more to crawl through and index. This gives them a better idea of what your website is all about helping you rank higher for those particular areas. This brings about another important point.
The more content you have, the more you can write for different keywords. Because of the way search engines operate, you can usually only have one or two different keywords per page unless you want to dilute each keyword’s effect. Too many keywords will often alert search engines to keywords stuffing, the practice of overloading content with as many keywords as you can fit to artificially rank higher, which usually causes them to overlook your pages, decreasing your presence on the web and likely ranking you lower. Because blog posts are generally about a single topic, it gives you more real estate to use the keywords you want and to include different ones without affecting current ones.
Blogs will also increase the time people spend on your website. This has the combined effect of increasing the amount of time a person spends on your site and signaling to search engines that the quality of the content is excellent. In addition, the longer a person lingers on your site, the more likely they are to convert into a paid customers.
More content, provided by blogs, is a great way to drive inbound links to your site. The higher quality site you have, the more likely other sites will want to link to your site (backlinks) as a reference. Search engines see these links and use them to understand your site more and qualify you to rank higher. This can be a potent tool to help you rank higher, but be careful. Websites who intentionally abuse backlinks by creating artificial networks with other sites they know or own will be heavily penalized.
For more information on the powers of blogging or if you need help with any of your online marketing needs, contact Performance First Marketing.
By Performance First on September 5th, 2018 in News