Projects You As An Authority = Turn More Visitors Into Customers
If you are indeed the expert within your industry that you claim to be, and if this expertise is one of your key competitive advantages, don’t just tell people that you’re an expert, show them that you’re an expert by disseminating some of that knowledge through a blog!
A blog that includes meaningful content shows that you’re not simply a business that sells a particular set of goods/services, but rather, it shows that you’re an expert. Demonstrating this expertise helps build trust and credibility. And anything that you can do to instill more trust & credibility in your brand will improve your website’s conversion ratio – how many website visitors turn into leads or customers.
Earn Links/Link Earning
Recently there has been more talk, notably from Rand Fishkin of SEOMoz, on the death of link building and the rise of link earning. The old tactics of link building largely did not concern themselves with content, and content marketing. Now, the majority of link earning tactics involve content.
When you have truly valuable content, and you market that content effectively through social media & email marketing, people will take notice of your content, and over time, if the content is truly valuable, it will attract links from other websites. Links that are earned, rather than the link that was built (think things like directory submission, buying links, article marketing sites) are the types of links that are going to tell search engines that your site is an authoritative one, and is one that deserves to rank for competitive keywords.
Brings Longtail Organic Search Traffic
Blogs are a great source of longtail keyword traffic. Just so we’re on the same page, the phrase ‘longtail’ can refer to keywords with a lower search volume than your target/trophy keywords and/or keyword phrases that are actually long, i.e, it’s a phrase that has 3 or more words. For most businesses, there’s a very large breadth of keywords that could/should be driving traffic to their website. However, in reality, most businesses have a small number (in relative terms) of keywords driving traffic to their site. If you want to drive traffic to your site for a particularly keyword, the best on-page SEO tactic to get your hands on that traffic is to have a page dedicated to that content. You can’t, however, have a ‘regular’ or static page on your website for every single keyword phrase that is relevant for your website. This would result in a very cumbersome site that probably wouldn’t be that user friendly. But targeting a variety of phrases in your blog is a very natural fit – just don’t write a blog post entirely for SEO reasons. Your primary reason for blogging should always be because you’ve got something of value to say.