Site blogs have turn into a standard feature on websites today. But because the blog has turn into so common, many organizations are missing the mark when it comes to blogging the right way.
The blog has in years past been a benefit platform, where you could put keyword-targeted content fluff and actually gain search rankings from it. Now, considering SEO is becoming all around, along with content marketing, here's a checklist of why you need a blog and why you don't.
You Got to Have It
Content power
I joked above about how keyword-rich content fluff-filled posts have gained rankings in the past. But, from another point of view, if you're writing enticing, informational content surrounding organizational connected topics, you're likely covering keyword relevant topics.
Over time, when you consider the quantity of content you have blogged about, you have created quite a bit of content surrounding certain themes under the umbrella of your area. It is also a great chance to build a stronger internal linking "web" within your site.
Social Sharing/Fodder
I'm maybe not the first person you have heard say that you have to be active in social media. It is where people "are" today.
Adding social sharing functions on your blog allows your audience to be the judge. Is your content good enough for shares and tweets? If so, you've just created free promotion of your content to the masses.
Link Love
We know we need good links to live/advance in the SEO world. How many links can you attain to those product pages, that homepage or About Us page without some additional supporting content?
Appointment
Granted, you may have other on-site social sharing propellants and link generating pieces, but aside from a forum, a blog is a great way to give people attending your site a tone. It can be a good way to produce community but this only will travel as far as your diligence in responding to comments.
Breadth of Visibility/Funneling/Goal Conversions
Just because you make a piece of blog content does not mean it is going to rank nor does it mean it is going to drive traffic. However, a great piece of well-thought-out blog content has the skill to take benefit from the factors above of social attention and link attainment to give it some legs in regard to "rankability."
You Don't Need It
Brand primacy
You're the site other small- to medium-sized organizations and webmasters hate. You're the 800-pound gorilla in the SERPs.
You have field authority via links just on your name alone. You have a social presence to die for. My mom wants to join Facebook just to like your Page. You likely have got here from multi-millions if not billions in offline and TV advertising.
Insane Social status
If you're lucky enough to have this problem, then most likely you're akin to the aforesaid brand supremacy topic – or you've worked very hard to attain and nurture a large scale social audience over time.
Other On-site Asset Channels
You have done a great job of generating a lot of on-site content via a riches of resourceful "evergreen" content or informational series of content/articles that has led to mass link generation. You may have also integrated social allocation functionality on these pages, which has led to increased social virality. You don't need a blog.
What's the Verdict?
Bottom line: 98 percent of organizations won't become social media rock stars or big brands, but blogging can still be of benefit.
On the other hand, for those with the most benefit potential, you can't rely on blogging solely for success. It is a platform to aid in the pursuit of attaining success in all the pillars mentioned above.
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