Blogs And New Content Development
Everyone seems to be blog-happy nowadays and, I agree, blogs can be a great tool. But don’t run off and start a blog just for the sake of having a blog. First and foremost, you need to determine your broader content development strategy. Does everyone else in your industry have a blog or some sort of regularly published content? Are potential customers looking for additional information on your industry? Do you have the time and resources as a business owner to write new quality content on a regular basis or pay someone else to do it for you? Lots of content isn’t always required. For instance, my wife and I briefly ran a custom tailored suit business in. I built a bare-bones site with only 6-7 pages of content and the longest page had 293 words on it – most pages had 50-100 words.
I got less than a dozen links from other websites. No blog, no articles, no new content added after the initial site was built. Just targeted use of keywords in my content, title tags, URLs and anchor text. Within a few weeks the site ranked #1 for all local custom tailored suit keywords and in the top 5 for non-location-specific phrases. The business was profitable, but we abandoned the business after a year when we had a baby. And yet, the site still ranks well today. Why was it so easy to get that website to the top of the rankings? Even though there were a lot of custom tailors in my area, none of them were doing SEO! Most of them either had the same title tag on every page or made their website completely in flash. If in a market where SEO isn’t practiced by most businesses, then consider yourself lucky.
Most businesses, however, are in much more competitive markets. In this case, frequently publishing content is good idea. Here are some benefits:
- More content = more indexable text for the search engines to crawl = more opportunity to rank for long tail phrases that will result from naturally writing about your topic
- Frequently updated content gives the bots a reason to return to your site often to make sure the index is updated
- Quality content is a great way to attract links from other websites
- Frequently updated content is a great way to establish yourself as a thought leader in your industry, which will help build up your authority, attraMost businesses, however, are in much more competitive markets. In this case, frequently publishing content is good idea. Here are some benefits:ct positive press, build your brand and build trust with your viewers
Also, keep in mind that a blog isn’t the only way to accomplish this goal. Calling it a blog sort of creates the expectation that updates will be very frequent, you will allow user comments and posts will be a little less formal. There’s nothing wrong with that of course – in fact, that may be the best option for you. Just make sure your blog posts stay relevant to your business. If maintaining a blog seems too difficult or misaligned with your business objectives, then an article section might work for you. Articles tend to be a bit more formal than blogs and there isn’t as much expectation to publish on a regular basis. I have built many websites that start with 20-30 articles at launcMost businesses, however, are in much more competitive markets.
In this case, frequently publishing content is good idea. Here are some benefits:h time and then never publish any more, or only publish when a specific industry topic (or newly discovered profitable keyword!) needs to be addressed. Other options for new content development could be video or podcast. These could be blog-like in tone, or maybe a how-to series or some other useful content for visitors. If you go this route, it’s usually a good idea to also transcribe (or at least summarize) the video or podcast and put the text on the page too. This gives visitors another way to consume the content and lets the search engines index all that juicy content. Ultimately, your content development strategy will depend on what kind of resources you’re willing to devote to it, how competitive your industry is for online market share and how enthusiastic you are to look for content opportunities that your competitors haven’t taken advantage of yet.