This is our weekly Question Of The Week piece. Every week we will take a question we have been asked by a client, a prospect, a friend or even just some nice stranger when we try to explain what we do every day!
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This weeks question was answered with input from the whole team.
Almost every business knows now that every company should have a website. It has become as required as an ABN, a logo and a phone number. Yet what site after site doesn’t have and desperately needs is a blog.
Hold on, why would your accounting firm, plumber or dentist’s website need a blog? What thoughts are they going to share? The benefit of having a blog for all of these businesses is not because the quality of content will attract millions of readers or for them to journal their travels, instead it serves as a source for Google.
When you go ahead and write your blog, you will use numerous industry terms. For instance a law firm might write blog posts on family law, wills, estate management, criminal law and the list goes on. By doing so they are associating their site with these keywords which allows Google to rank these posts for the keywords.
Now aside from creating a blog post on all of these topics, some companies create pages on their site where they have content for all of the terms they want to appear for. Take this mechanic’s website below:
Instead of this process which looks to a customer, quite overwhelming, it is far easier to instead set up a blog which 90% of customers won’t see anyways, and post the content there. Not only is it prettier to do this but Google’s ranking algorithm which decides what sites appear where, encourages ‘fresh’ content ie. consistent, new updates of content. Therefore a blog gives you all the benefit of having plenty of content pages PLUS cleans your site up PLUS adds to the freshness of your site.
How To Create Content For Your Blog
Now even with the overwhelming number of positives, you might ask how you should go about sourcing all of this content.
Well, there are a number of options for getting the content:
- You could choose to write these posts yourself which is obviously the cheapest choice but is labor intensive
- You can pay a freelancer to write the content for you. This gives you good quality content for a small cost. The quality of the content you receive though will be indicative of the money you pay.
- Finally,there are also services out there which can provide low quality, keyword heavy, content for your blog. This kind of content is useful for SEO purposes but if you expect potential clients to read it, there will be issues. If you go this route, try and spend 10 to 15 minutes an article cleaning it up and ensuring it is acceptable.
All in all, it should be extremely clear that if your site doesn’t have a blog you need one and you need one now. Take the time and invest it into one of the easiest on-page efforts for SEO you can do for your business.
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