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3 Reasons to Write a Blog (Especially for Businesses)

30 August 2015

There are many reasons that individuals decide to write a blog whether it’s personally or commercially.

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But is it really necessary for businesses?

What would a business even blog about?

Is there any benefit if your business did dedicate time or resources towards blogging?

Short answer: Yes!

There is one very strong factor that should force you to consider starting a blog for your business. It’s the exact same reason why I have started posting for my own website.

It’s for Search Engine Optimisation purposes.

And within that one reason, there are three major ways that blogs help your website’s SEO.

A business blog, when done right, will:

  • Get your website found more often
  • Boosts your own websites domain authority
  • Strengthens your brand

Let’s dive straight in!

Note: Some basic SEO knowledge will be required to digest the below.

1. Long Tail Keywords

 

shutterstock_215466352Long tail keywords are search queries that people enter into a search engine (such as Google or Bing) that are usually a bit longer such as “how to…” or “how does…”, has a small level of search volume (typically around 10 local searches per month) and is very light on competition.

So when you look to write your next blog post we would like it to rank almost instantly for these long tail keywords because of the lack of competition. But what exactly are we trying to rank for?

These are the following areas of opportunity when you are blogging and targeting long tail keywords

  • Consumers who are in the research phase of products that you sell
  • You’re writing content in the industry to help people out

Example

For an example on this, you can just do a few searches for terms like “content for location pages” to bring up my last blog post about Writing Unique SEO Content for Location Pages. It’s something that I personally have searched for in the past and was disappointed with the material I had found – so I know from experience that the topic is useful to others in my industry.

2. Backlinks

A while back I wrote an article on LinkedIn stating that link building is dead…however, links (from the right sources) are still extremely valuable towards the overall search engine ranking factor of a website. So if you shouldn’t build backlinks, how do you get them?

A blog on your business page is a great way to generate natural backlinks.

When I say natural backlinks, it means people linking back to your website because they want to. Not going around and posting your link on random websites.

But…Why would people want to link to your blog?

Well, you need to be helpful. As stated above, reviews are helpful and so is helping out others who are studying, just entering or veterans in the industry looking for validation of their own viewpoints.

Example

I first saw just how powerful this can be when I was looking at purchasing a course called “SEO That Works” from Brian Deane (the author of Backlinko). I didn’t end up buying his course, but I did notice a testimonial from someone who had; McCoy Productions .

McCoy Productions is a voice actor over in the United States of America and had taken the “SEO That Works” course. So immediately I went snooping around his backlink profile using ahrefs and it didn’t take long to see what he had done.

McCoy Productions had a fully customised resource page on How to Find Free Music for Videos.

This. Was. Awesome.

If you wanted to learn what music you could legally utilise for free; this was your one stop resource. It listed:

  • Types of Licenses for Music Use
  • A Breakdown of Creative Commons Licences
  • Understanding Commercial vs Non-Commercial Projects
  • How to Give Proper Attribution to Music
  • 31 Sites with Free Music (and a small review of each one)

Jason McCoy knew that people were after this kind of information. This first line in his post is “A question I’m often asked by my clients is where to look for the perfect background music for their video projects.”

PERFECT. He is giving people exactly what they want. Useful information that they’re actually looking for.

Do you think that people want to link back to a page like this?

Yes! And not just people, educational resources are referencing it too, including Universities.

 

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These are no links in the comment section of a small blog. Big and established American Universities are referencing McCoy Production’s Free Music for Videos page because it is useful information and helps their students.

In total (from what I could see in ahrefs) McCoy Productions had 16 .edu domains pointing to his website. All of them except one are dofollow links!

 

mccoy-edu-backlinks

This website belongs to a single Voice Over Actor. He doesn’t run a big, established, and well-known website. Yet, he has been able to generate this level of interest in his resource.

How Do You Replicate This?

Think of common questions you’re often asked people your consumers or students who are hoping to enter your industry. What is some really good advice that you could give them?

It has to be information that people actually WANT or NEED. Sometimes you have to be comfortable giving away a little bit of intellectual property to do this, you will have to weigh up if this is worth the potential reward.

3. Display of Knowledge and Authority

Lastly, one of the benefits of giving some intellectual property away for free gives the impression that there is a lot more where that came from.

Showing some of your cards, especially if you are offering an intangible service, really helps potential consumers feel comfortable with you as their provider.

Example

HubSpot has been absolutely killing it with their blog posts. Search for almost anything related to online marketing and they are sitting pretty at the top 1 to 3 positions most of the time.

You begin to get pretty comfortable with their brand fairly quickly.

The fact that they have so many high ranking articles that are actually helpful to a lot of leads people to believe that they would be the leaders in their field in their Marketing Software too.

I searched for “examples good business blog” looking for a prime example for this post and sure enough a Post by HubSpot comes up first.

Psst! I actually find their dominance in this area a little bit annoying to be perfectly honest.

Before You Start Blogging

Do your research.

You need to address issues that actually exist and you want to be able to have it come up in a search result.

  • Something people in the real world need answered
  • Find out what phrases people are searching for in relation to this topic (Tool: KeyWord Planner)
  • Do a manual search for these terms in Google. What is the competition like? If there are a lot of articles by strong and established websites like Forbes and HubSpot you may want to think about another topic to blog about so you can actually be found.

Accelerating Things

Content Marketing is a whole other topic on its own.

But, basically, you can reach out to people or establishments that could find your resource useful and may even link back to it.

Do you think McCoy Productions (in our example in Backlinks) just sat back and watched the links roll in after hitting “Publish”?

No. Absolutely not.

He would have gotten in contact with as many Universities, colleges, music centres, music blogs, well known YouTubers, and other Voice Over Actors as possible to get his article out there, shared, and eventually linked back to.

And if you already have a strong social media following, utilise it to promote your helpful/informative blogs.

Did this motivate you to get your own business’ blog going? Has this changed your approach to how you blog? Get involved in the comments below and let me know if you have any other tips or thoughts on this article!

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