Blog articles provide a number of essential benefits for small business owners. This article highlights the various benefits of blogging and identifies a list of ways to best optimise your blog posts and blogging efforts.

1) More potential sales and leads

Blogging is a great way to attract more relevant visitors to your site through search engines and in the process, create more potential sales and leads.

2) Increases the total volume of content on your site

Search engine algorithms are forever updating, but one thing that remains unchanged is that new content for your website always has a positive effect on rankings. Blogging is a great way to achieve this.

3) Can strengthen rankings for existing pages

Not only are blog posts a great way to attract more relevant users, internal links can be used to highlight other products and services offered on your site, while increasing their page rank (the ability for that page to rank in search engines).

4) Ideal for link building purposes

Since the dawn of time, backlinks have been a crucial factor in determining search engine rankings. The most valuable backlinks are ones that originate from prominent sites that are relevant to your niche/industry. The best way to improve your chances of obtaining these high quality links is to publish outstanding blog articles.

5) Great for customer retention

Blog posts are a great way to keep your existing audience engaged, either through social media or email marketing. Giving them a reason to regularly visit your site, improves the chances of them buying (in the case of e-commerce sites) or enlisting your services.

6) Additional business exposure through social media sharing

When you publish your blog posts on social media, it has two big benefits for your business. First, it enables existing customers to engage with your site and secondly, it allows them to share your posts with their friends and family, generating further exposure for your business.

Getting the most out of each blog post

benefits blogging small business

In order for your company blog to prove successful and allow you to enjoy the benefits of everything listed above, it should obey the following essential rules:

1) It must be useful and informative

In order for a blog to drive traffic and improve the value of your business in the eyes of prospective customers, it must supply them with useful information. If the majority of your blog posts are little more than advertisements or press releases concerning your company’s most recent endeavours, then they aren’t going to generate more visitors or sales leads. If reader’s feel that they can trust what you’ve written, then trust will invariably transfer to your business as a whole.

2) It should be updated regularly

Posting regular articles has a number of important benefits for your business. Firstly, freshly updated content is great from an SEO perspective. Search engines reward websites that publish high quality content on a frequent basis. Secondly, blog articles enable you to link to important products or services that you wish to highlight. The internal links from your articles help those target pages to rank better in search engines. The more regularly you post articles with links to your desired products, the faster those product pages will rank.

3) It needs to make use of keywords

Creating a blog article about a popular topic, has the potential to yield a lot of additional organic traffic to your site. Be warned though, that the more popular the topic, the more competition and therefore harder it is going to be to rank well in the search engines for it. Ranking well for a particular topic requires well written copy of considerable length. It’s Page Rank (PR) also needs to be enhanced by both internal and backlinks.

4) Each blog post must be suitably long

As pointed out in point (3), the length of the post will depend on the level of competition for the topic that you wish to rank for. One thing you can be certain of; whether you’re writing blog posts or content for your landing pages, the greater the number of words you have, the better it will rank. From past experience, this is without exception.

5) Add Images and Videos where possible

Images and video content help to maintain a user’s interest, increasing the time they spend looking at your blog post and therefore the total time spent browsing your site. The average time spent by each user on your site is a rankings factor, so this is very important.

6) Boost its visibility

When publishing a blog post, it’s important that you don’t solely rely on traffic from the search engine. This is because it can take quite some time before it begins to rank well (page 1). Instead, look to utilise other platforms that can immediately drive traffic to your new blog post, such as social media (Facebook, Twitter, LinkedIn) and email marketing campaigns.