I originally published this at my Bloglines blog, Supak Blogs about Small Business Blogs. The limitations of the old bloglines system have encouraged my to set up as much of that information here, where it can be better organized and more accessible.
I like to think of blogging as a kind of automatic newsletter. It’s a very direct way for you to connect with your customers and your potential customers. Writing posts directly to people who might hire you is a way to show them that you are competent and professional. You can talk about all the reasons why they should hire you or purchase your products. You can link to the pages on your main site that support what you’re saying, or give more information. You can highlight particular customers and what they say about you (testimonials). You can link to sites that mention you, as a kind of pay-back.
The possibilities are limited only by your imagination and marketing skill.
From my point of view, as a search engine marketer, I see blogs as a gold mine of fresh content that Google, and other search engines, just love. If you write a few paragraphs a week, you’ve created 52 posts by the end of a year. That’s a lot of content, and a lot of keywords and phrases. These words and phrases, no matter how obscure, will eventually be searched for by someone, and your blog will show up on the search. If you’ve linked those words to your web site, that searcher might follow the link, and you’ve sent traffic to your site.
Plus, Google sees that link, and the text in it, and the site to which the link links is given higher relevance for that term. So, there’s this multiple whammy going on with your blog at the search marketing level. You’re providing content that shows up for search, but you’re also lending credence to every thing you link to. And, you’re expanding the search terms for which you appear in the results. The more content you have, the more search terms for which you will appear.
As your blog becomes an authority on a subject, people will subscribe to your “feed.” That means that every time you write something, it will show up in people’s “readers” – usually RSS, or feedburner.com. There are many brands of reader. The point is that when these people read what you, now a known authority on your subject, they will link to it from their own blogs. In this case, your content has become what is known as “link bait” and you will start attracting links to your posts. This causes google to see you as even more of an authority, thus improving your blog’s PageRank (PR, or google’s way of ranking pages on a scale of 1-10), which imparts more PR to everything the blog links to. So, you’ll be getting higher search engine ranks!
Furthermore, as people link to you, there are more pathways to your site, and your traffic will increase from referals as well as from searches.
So, what are you waiting for? Contact me and start blogging!