Terry Corbell, The Biz Coach
To blog, or not to blog – that is the question.
With apologies for paraphrasing the famous opening line in William Shakespeare’s play, Hamlet, it seems apropos in debating the merits of blogging vis-à-vis hiring search-engine optimization (SEO) experts.
If you’re like most business owners, budgets are tight. So you have to make sure to get the best return on your marketing investment. That means a strong ROI from online and traditional marketing.
With all due respect, you’ll find millions of people online who have proclaimed themselves as SEO gurus. And every day, they contact me or my associates looking for work. Many, possibly, are successful. But many can’t back up their claims. Why?
If you have to choose between hiring an SEO person or blogging, the former simply doesn’t lay a long-term foundation for Web prominence as well as good blogging.
To use a sports metaphor: If you launch a great blog, you won’t have to look over your shoulder as much, and worry about your online competition. You can focus on aggressively running your race.
Blogging is a platform for content marketing, and there are valid reasons why savvy B2B marketers like content marketing. SEO should only complement a blog.
So if you have budgetary constraints, and you have to make a choice, your best branding bet is to budget time for a blog and to add it to your Web site.
- Ironically, regular blogging is inherently a SEO best practice, especially for B2B marketing. Meaningful blogging on a regular basis and promoted on Google+, LinkedIn, Twitter and Facebook serve as catalysts for highly prized links in business. (Pinterest works for women readers, in particular.) Links are an SEO objective.
- Frequency of change is an important criterion for search engines. After you post a blog, search-engine crawlers are all over your Web site noting the change. The crawlers along with choice keywords, generate valuable traffic and links. The more you write, the more links you get.
- Google, in particular as the No.1 search engine, places even a higher premium on quality content. In evaluating your Web site, Google asks itself 23 key questions about your Web site.
- You can get added credibility by using Google’s author program.
- Internet users crave information. They especially will appreciate your checklists, tips and strategies.
- A blog ties in well with press releases. If used correctly, they’re a great tool to promote blogs, and strategic press releases will help you beat your competition. However, don’t use the same verbiage in your blog as in your press release.
- Blogs are a platform to display rich media, eBooks, and white papers that you can sell. (For example, see the 11 best practices to profit from writing a business white paper.)
- You will be able to create opportunities to interact with your visitors — it’s a great idea to engage your potential customers or clients.
Further, blogging is easy if you can write. It will be a source of great satisfaction for you.
“The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.”
Author Terry Corbell has written innumerable online business-enhancement articles, and is also a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.