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Posted On: 18th February 2021

Does My Website Need a Blog? And Why?

A HubSpot study found that businesses who had a regularly updated blog on their website received 55% more website visitors and had 434% more indexed pages. So if you’re looking for increased online visibility and more traffic to your website – there is your answer!

Both large and small businesses can benefit from blogging, though it’s important to carefully plan and create content that is relevant to your audience. You’ll definitely need to focus on quality, not quantity.

Why does my website need a blog?

  • Supports your SEO strategy with relevant content

Blogs posts are a brilliant way to support your current SEO strategy. Are you an accountancy firm trying to increase your ranking position for tax returns? Start planning and creating blog posts around your current topic of focus to increase the amount of unique and helpful content on your website in that area.

By creating more content, you’re signalling your website as a relevant and updated source of information on that topic, which means search engines are more likely to rank you higher within the results page. Higher rankings = better online visibility.

Top Tip: It’s no good creating a post which is rushed, random and hasn’t been optimised, as it’s likely this won’t resonate with your audience and it won’t be seen. Take time to create a content plan that compliments your SEO strategy. Yes – that means completing keyword research to find relevant phrases or questions that your target audience are already asking. It takes time, but that’s how you’ll achieve increased organic traffic.

  • Catches your customer or audience on part of their conversion journey

Not all pages on your website have to be focused on converting, and if they are… you’re missing out on increased traffic! Writing informative and helpful blogs helps to catch your target audience when they are asking a question or looking for information on a product or service you provide. These include long-tail phrases or keywords you may have otherwise missed.

This helps to build awareness for your business and builds trust, increasing the likelihood of that user converting with you when they are ready.

On top of that, once you’ve got them on your website, it’s easier to encourage users to click through onto the more conversion-focused pages on your website with a carefully planned internal linking strategy.

  • Internal linking opportunities

In short, blogs can gently guide your prospective customer through the conversion journey.

Blogs offer a great opportunity to improve your internal linking strategy and create a clear structure between your related pages. This helps search engines, such as Google and Bing, to understand the link between the pages on your website.

Even better, internal links help to keep a user on your site by pointing them to interesting or relevant pages. If you’ve written an informational post on tax returns, make sure to include an internal link pointing towards your tax return service page – you may have just convinced a new client to get in touch with you.

  • Easy, shareable content

Finally – with every new blog you write, you also have an interesting and great piece of content to share across all your social media platforms. This helps to keep your business and profiles regularly updated, an important part of staying connected with your audience. Take a look at our Get Help article on why social media and SEO go hand-in-hand.

TL;DR? Well-researched, quality content can help increase your business’ online visibility and gently guide prospective customers through the conversion journey.