What is the purpose of a business blog?
Though nearly every company maintains some form of professional blog, relatively few business owners can explain what function their blog exactly serves.
Indeed, when pressed, it’s reasonable to assume most pros would say that blogs enhance a site’s visibility online and that the main role a blog plays is to boost SEO.
While that’s true to a degree, there’s actually more to blogging than SEO.
In fact, some would argue that blogging strictly for the purpose of SEO is a bad business tactic.
But is it really?
Keywords & Page Content
Years ago, many companies employed some form of “keyword stuffing” to bolster their site’s position on search engines.
Keyword stuffing was a crude practice by today’s standard, but it was effective –– for a while.
Now, Google and other search engines are much too sophisticated to reward sites that repeat a keyword fifty times in a 400-word post.
Still, the idea of prioritizing the keyword has persisted in content creation, for better or worse.
On one hand, keyword optimization still carries value; making smart optimization choices can help a blog increase its reach online.
However, businesses can fixate too much on keywords and lose sight of the “bigger picture” of the online landscape.
Consumers vs Search Engines
When businesses focus solely on blogging for SEO, they run the risk of alienating their consumer base. Indeed, blogs that include high-volume keywords in their titles, but don’t actually address those keywords in a meaningful way, will frustrate viewers who come to a site looking for answers.
Remember, most search engines factor in metrics like bounce rate when determining page rankings.
What’s more, blogs provide profitable opportunities.
More than ever before, consumers use blogs as resources to educate themselves on everything from polystyrene tubes to bubble-bath lotion.
This desire for information allows progressive marketers to create blogs that generate leads –– and ultimately sales!
Limitations of SEO
Inexperienced business owners sometimes assume that an SEO strategy will act as a cure-all for their company’s woes.
This is not the case, though. SEO requires time to take effect, and it could be months before a business sees tangible ROI from their blogging efforts.
What’s more, businesses starting out from scratch should recognize that they have a mountain to climb before they can begin to consistently rank in the “money positions” (top 3) for lucrative search-engine queries.
Therefore, it’s typically a smarter play to write content that will satisfy actual viewers and consumer first, and search engines second.
The good news is, blogs don’t require much maintenance and can remain viable for years after they’re published. Plus, the more you blog, the better your chances are of reaching a qualified lead!