The answer to the question, "Why is blogging so important to inbound marketing?" is easy. The more you blog, the more visitors you’re going to drive to your website.
That’s the high level why. Here are the steps you need to know to turn all that blogging into website visitors for your company.
More pages on your website – Once you know your keywords, the more pages on your website that include your most important keywords help you rank on Google, Yahoo and Bing. These are called indexable pages. Each blog post is an indexable page. Your keywords need to be in the blog title and in the first line of text in the blog post.
Fresh educational content – Google’s most recent change is rewarding websites with fresh content. The more frequently you add content to your website, the better chance you have to be ranked highly for your keywords. The educational element is important, too. The more people who share your content, the better chance you have to rank highly. Think about it. It makes sense. Higher quality content gets read and shared more, so when search engines are looking for quality content to share with their users, they're looking to see if your readers and site visitors have found your content relevant and engaging.
Links back to other pages on your site – The more links to your pages, the higher you will rank. While links from a blog post to your content pages aren’t as valuable as links from highly respected outside sites, they still count. Plus, blog readers click on these links to get additional information from your website.
Content that can be shared – Your blog should be considered a company asset. Make sure you take time to create really great content marketing materials. Then put some best practices in place to make sure your content gets shared—proactively. Everyone in your company should be subscribed to your blog and everyone should be sharing it—everyday and with everyone they are connected to. This takes seconds and delivers a significant amount of additional traffic—if your content is amazing.
Content with calls-to-action (CTAs) – Traffic is great, but leads are the real goal here. If you include a call-to-action button in every single blog post, your leads will increase. Now, the more you blog, the more leads you get.
Authority equals rankings – Finally, there is a concept called Google Authority. This is where you might be able to get your blog posts ranked. Imagine, someone searches for your keywords and not one but two or three of your blog posts come up in the search results. If you can attain Authority with Google this is a real possibility. The challenge is that no one really knows how Google defines Authority. We do know it has something to do with blogging, Google+ and the quality of your content. You will know when you get there, because Google reaches out to tell you. Keep blogging.
While blogging isn’t an instant solution for website traffic, this effort does increase website traffic over time. Month over month, visitors increase and leads typically follow. As compared to PPC (pay per click), this type of organic growth from blogging doesn’t stop when you stop paying your PPC bill.
Start Today Tip – The best advice we could give you is to follow the steps above. Make sure you know what keywords your prospects are using to find businesses like yours. This step is important before you start blogging. You are also going to want to create an editorial calendar. It can be daunting to come up with blog topics day-in and day-out, but a list of possible post ideas gets you writing. Remember, you only need 600 words or so. Anything longer might actually be two posts.
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