How Your Business Could Benefit From Blogging

One could be forgiven for thinking that web logs (blogs) are the latest Internet fad, ranking right up there with online chat rooms - just another way for people to express their opinions (or rantings!) on any topic they wish to discuss. Indeed, when blog sites first started appearing a few years ago, the people who signed up for accounts on these sites were primarily using them to record personal daily journals online, making them available for all the world to read.

Since that time, however, a new and powerful use has emerged for blogs: they are increasingly used by businesses as a tool for improving both marketing communications and search engine rankings. How? Well, the idea is simple - instead of using a blog to record a personal daily journal, businesses are using blogs to provide product information updates, news, tips and hints, or even personal commentaries. OK, now you might ask, "This is just standard marketing communications that I can do on my regular web pages - why do I need a blog to do this?" Well, there are several advantages to using a blog.

First, blog communications have a very different style than standard marketing copy. Blog communications are usually more punchy and concise, less formal and more personal in nature. It is a great way to speak more directly and openly to your customers.

Second, blogs are cheap and very easy to update. You can create new blog entries (called "posts") within minutes after setting up an account at a blog site. The text editors that the blog sites offer are wonderfully easy to use - no need to know HTML or any other code in order to update your blog page!

Third, blogs allow you to interact with your customers. Blogs offer the ability for readers to post comments or questions to what you've written, and you can respond to them either via a comment of your own or via e-mail. It's a great way to facilitate customer relationships.

Fourth, blogs allow you to position yourself as an expert. You can use the blog to articulate your opinions, knowledge and expertise on a given subject or industry - providing useful information to others can lead people to create links from their site to yours (called "cross-links"). Cross-links are the single most powerful way to improve your search engine rankings - the more cross-links there are to your web site, the more relevant Google will assume your site is, and the higher your Google ranking will be.

Lastly, blogs can help improve your search engine rankings in other ways. Many search engines - and Google in particular - use automated software that periodically scans the contents of your page looking for keywords or phrases. The more times your keywords or phrases are used on your site, the more highly a search engine like Google will rank your site for those keywords or phrases. A blog gives you just one more opportunity to use your keywords or phrases on your web site as you discuss your product, business or industry.

So remember: Your blog should be well-written and concise, with a friendly, personal tone. It should include your keywords and phrases as often as possible. The information you provide should be of value to your readers. And it should be updated at regular intervals because search engines like Google can detect how old your information is - old information will lower your rankings, so keeping your blog updated at regular intervals will only help your search engine rankings.

This blog post is a lot longer than a typical post should be, but I have a lot of information to convey. If you have any questions or want help in setting up a blog on your site, let me know.

All the best!