The Cosmic Importance of a Business Blog
At this point, you’ve probably heard from somewhere that you should be blogging for your business. The list of reasons why goes on forever, but maybe you’re still not convinced? Or maybe you get that it helps your SEO, it helps give a voice to your business, it helps you display your thought leadership…still not convinced?
Here’s an analogy I use with some of my customers:
Think of the internet like outerspace. It’s huge. It’s largely unchartered territory with a lot of crap floating around. Navigating it can be tricky, unless you have the right equipment and strategy.
Think of all the stars and planets like websites. They’re not all created equal. Some websites are huge gas giant planets like Saturn or Jupiter. Others are mid-sized planets like Earth or Venus, and others are even smaller planets like Pluto.
Now think of search engines like space stations capable of launching shuttles and satellites at warp speed. They’re bounding across the universe at light speed with a single purpose in mind: finding information.
What kind of website does your business have? A gas giant or a Pluto sized spec? More importantly, what kind of website do you want to have? A website with a massive gravitational pull that pulls in everything that reaches its orbit or a website that’s barely visible in the midst of all the other stars and debris floating across the universe?
The best way to increase the gravitational pull of your planet (or build your online authority in the eyes of the search engines) is to blog! Every new blog post you write is an opportunity to create a new indexed page optimized for keywords specific to your customer persona. The difference between a website with 100 indexed pages and 1,000 indexed pages is Pluto to Earth. 1,000 indexed pages to 10,000 indexed pages is the difference between Earth and Jupiter. 10,000 to 100,000 is Jupiter to the Sun.
Just adding indexed pages only takes you so far. Search engines give deference to big, authoritative websites but only if those websites are full of content that’s attractive to their users. Blog posts are the best kind of content to add to your website on a consistent basis because they send a clear message to the search engines: our website has great content that your users will love, and we add more and more of it all the time!
The internet, like the universe, is enormous. In order for spaceships to land on planets (or search engines to find your website) they have to be able to chart an attainable course. Blog posts chart that course in two important ways:
1. Keywords – keywords are like landing pads for space ships. When a search engine scans your website, they’re looking to match the users’ search words with the keywords on your site. If they find a landing pad on your planet, they’ll come in to dock their space ship.
2. Inbound links – an inbound link is like a flight plan. It sends a clear message to the search engine that someone has already made that voyage, they landed successfully, and they left a detailed map behind to pave the way for future travelers.
Blog posts are great ways to rank for keywords and attract inbound links. By placing a keyword in the title of your blog post, you’re tagging an indexed page on your site with a keyword the search engine will be able to recognize. If you write blog posts tagged with that same keyword on a consistent basis, it won’t take long before the search engine takes notice.
Blog posts attract inbound links like a great restaurant attracts new customers. People share ideas they find remarkable. An idea can start a revolution. Your blog post could be the seed that grows into a brand new way of thinking that shapes your industry (don’t underestimate the power of viral technology). The more inbound links your blog post accumulates, the more authority your website gains in the eyes of search engines. You never know which blog post is going to start that fire. The more you fill your company blog with remarkable content, the more likely you are to set off that chain reaction.
By now you should be convinced to start blogging (or sign up for space camp). If you want people to find your business online, you have to help them. Blogging is a great way to do it.