The Blog
One of the pillars of any marketing strategy that includes search engine optimization (SEO) for a website is the Blog. However, it is necessary to distinguish between personal blogs (which deal with personal experiences and reflections) and business blogs, designed to achieve commercial goals.
These are two of the main advantages of business blogs:
- It makes it possible to share the knowledge (or expertise) of the company or of the professionals who work there. According to one study, this practice increases the number of visits by 55%, which explains the importance it has acquired.
- It offers the opportunity to provide valuable content that is fresh and current, which helps attract new business opportunities, whether through other companies or through potential customers who generate sales opportunities or leads.
For all these reasons, companies that launch a blog and update it regularly, as part of their Inbound Marketing efforts, gain a major competitive advantage over the rest. According to figures from another recent report, 57% of companies gain at least one customer through their blog. Likewise, these companies get 70% more leads than those without a blog.
This technique is especially recommended for companies whose main asset is a high level of expertise in a specific area of knowledge, as in the case of law firms or consultancies. In fact, if these firms manage to resolve questions, problems or needs on a topic they specialize in through their website, they will attract people who are looking for answers to these questions and who will be potential customers.
Therefore, incorporating a blog into the Inbound Marketing strategy will benefit not only the quality of the content the company generates, but also the volume of traffic the website receives.
How Does a Blog Help an SEO Strategy?
Aside from all the previous considerations, a blog is a way to generate a large amount of content in a short time and on an ongoing basis (if possible, it is advisable to publish new posts daily). Keep in mind that each new post is a new page, which will be indexed by the main search engines. In addition, each of them has a new link, which will help increase the site's level of authority or relevance.
To increase its effectiveness, it is important for the blog to be located in a subfolder of the main domain. For example, the URL www.digitalegia.com/inbound-marketing-blog/ is preferable to blog.digitalegia.com. If you choose the first option, the authority is not split up but stays on the corporate website, which is very valuable from an SEO standpoint.
Finally, here are some of the types of content that can be included in a blog:
- Articles on a specific topic, one that matches the company's field of expertise.
- Podcasts or audio files. This option is ideal when you want to capture the attention of people who don't have time to read (for example, people who spend a lot of time in the car, on public transportation or traveling).
- PowerPoint presentations, which can be shared on platforms such as SlideShare.+
- Updates, news and press releases.
- Videos, through channels such as YouTube. This option will not only attract many more visits but also make the blog much more attractive.
- Photos, which can be shared on social networks such as Facebook or Instagram.
- Ebooks.
We hope these tips have been very helpful. Don't forget to leave us your comments and questions in the box below this post.
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