OK, there are probably a few exceptions. But for the most part, small businesses—say, 98%—that have either static websites or websites that are separate from their blogs are missing out on two huge advantages:
- search engine traffic
- an inexpensive, easy-to-use content management system
Search Engine Traffic and SEO
Attracting search engine traffic is the difference between a website that’s an asset and one that’s nothing more than an expense. If your website is not a search destination for your prospective customers, it’s not helping you very much. Oh sure, if you have a website people can go to when they see the URL on your business card or your Yellow Pages ad, that has some value. But the old idea of a website being a sign alongside the information superhighway pointing to your business is outdated and not very effective.
The key to a website that helps you build your business is search engine traffic, even if your business is exclusively local. I wish I had a dollar for every time I’ve heard a local business person say they don’t need to be found in online searches, because their business is all local. Yet, they spend (lots and lots of) money on local newspaper ads and local radio ads. I guess they think local people don’t have an internet connection and don’t use it to look for local businesses? Think again!
The number one way people look for places to buy goods and services is by internet search, overtaking the Yellow Pages more than a year ago and widening the gap on a daily basis. And that includes checking out local businesses that people intend to drive to and do business with after they’ve determined online that the business offers what they’re looking for and appears to know what it’s doing (the quality of your site and blog posts have some influence on that one).
Blogs are search engine magnets, IF they contain focused, frequently updated content that your potential customers search for. Google’s algorithms favor focused, frequently updated content, the kind of knowledge and information you already have your head. Put it into some blog posts (frequently, and focused) and watch your business benefit from additional traffic from online searches.
Having your blog integrated with your website (what we often refer to as a blogsite) gives the non-blog portion of your website a higher pagerank than if the blog is completely separate from the website, moving it higher in search results.
Inexpensive, Easy-to-use Content Management
Secondly, a blogsite makes it easy for small businesses to update any part of their website using the same backend used to publish blog posts. The days of calling the “webguy” for simple content updates will be over. You may still need the webguy to add certain kinds of functionality or to make fundamental changes in the structure of your blogsite if and when that becomes necessary, but you will have full day-to-day control over the information it displays. And that’s important, because if people are finding your site, the last thing you want them to see is outdated information.
But beyond that, the information on your site can reflect what’s happening currently and can make your website an integral part of your sales and promotion strategy. Suppose you offered a daily special to the first person each day to say the word of the day that they could only get on your website? Suppose you gathered email addresses on your website from people who wanted to be made aware when there was a sale? You could email these opt-in, prequalified customers and save yourself the expense of a radio ad or newspaper ad announcing the sale.
These are just a couple of examples of how having greater control over the content on your website can lead to more business. There are other strategies, likely some that would fit your business perfectly.
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{ 5 comments… read them below or add one }
Good article . it its true that google give advantages for users of the blogger plataform?
Fantastic article, Ray. This is really good stuff. I plan on starting a local blog-building business in my area for small businesses and your post is a perfect way for me to begin crafting my marketing campaign. Thanks so much for Rocking Social marketing!!! I look forward to coming back and reading more and also really look forward to connecting with you. Thanks again for being my rockstar for today!
Rod
Good points Ray, thank you for sharing. I agree with most of what you’ve said. But just to expand, blogging is as much an art as a science, and businesses benefit from a cohesive structure plan that puts blogging into context of their overall marketing and communications strategy.
That is, I would caution against simply jumping in and starting a blog without understanding the bigger picture. You could still succeed, but there would be a lot of hard knocks along the way. A plan will break things into manageable chunks and put each part into perspective: the writing, design, promotion and integrating into other social channels spring to mind.
So, good article, and helpful to businesses that understand blogging is a part of their larger business and communications goals.
Arnaldo: Google favors focused, frequently updated content. Especially if there are links to it from other websites (that’s why you want to spend time cultivating your online contacts).
Rod: Good luck with your business!
Roger: You are so right. Plans are a good thing.
I strongly disagree. Blog content gets indexed faster than static web content, but web content outlasts blog content in the engines. It’s a HUGE mistake to blog as a replacement. HUGE!
There are a lot of other reasons why blogs are a bad choice, including their security vulnerabilities, the costs for servers when you hit significant traffic, and in general the format is amateurish. It takes expertise to design a GOOD blog, and most people don’t have it.
And perhaps worst of all, the blog format encourages people to post without proper thought and editing, since it’s “easier”, and in small business you ALWAYS put your best foot forward. The large majority of blogs I see aren’t worth reading and make their authors look unprofessional.
Sorry. Do a blog AFTER you have rich evergreen content on your website, if you feel you want interaction (which is the strength), NEVER to replace.
Robert Bacal
Author: Perfect Phrases For Managing Your Small Business (McGraw-Hill)