Knowledge Bank

A Guide to Blogging for Businesses

by on Posted in SEO and PPC Marketing

Business Blogging

Improve Your Google Rank

SEO is arguably not the best reason to start a blog (there are a lot of other important elements to consider), but it's definitely one of the most appealing. If you write a relevant, regularly updated blog on your business website, you should see it rise within Google and other search engines results – meaning your customers will be able to find you more easily when they search for what you sell.

Position Yourself as an Expert

Getting potential customers to your site is only half the battle, of course. Once they've arrived, it's up to you to persuade them you're as good as your word. A blog is an excellent way to help you do this. By writing about things relevant to your industry, people will be able to see that you're as competent as you say you are. This is one of the most compelling (but most overlooked) reasons to start a blog on your business site. A blog is a great way to really connect with your audience, and if you do this on an emotional level, they're far more likely to buy from you.

Update Regularly

If you want your blog to have a positive impact on your Google ranking, it's important to update it regularly, because search engines love fresh content. If your blog becomes stagnant, others are sure to take the lead in the results pages.

Keep on Top of Industry

Trends Posting relevant, up-to-date content about the latest trends in your industry is a surefire way to assert your authority – but it's also a great way to keep your customers informed, which means you could become their go-to source for the latest news if you keep it up.

Be Helpful

There's absolutely no point in starting a blog if all you're going to use it for is bolstering your own ego or directing what you say to other people who work in your industry. You need to be writing things that are useful to your target audience, as they're the ones who will determine whether your business sinks or swims.

Tell a Story

One of the easiest ways to connect with your audience – something we know can benefit your business hugely – is to tell a story. Ideally, yours! We're not talking about writing your memoir here, but peppering some personal details and stories into your blog posts will make you seem more real, more human (which, of course, you are – but sometimes that's difficult to portray through a computer screen). And coming across as a real live person is the best way there is to make that elusive connection with your audience – because people want to do business with people, not companies.


About the author

Hannah Lippitt

A former broadcast journalist, Hannah’s worked across three continents as a producer and reporter for some of the largest media outlets in the world. She enjoys writing copy on a range of topics – from tech to business to the housing market – and loves how social media is reshaping the social and economic landscape.

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