The Case for Business Blogging
If you have made the decision to begin a blog for your business, or have one in place already, congratulations. You are one of a growing number of people who are realizing just how valuable blogging can be to your business. Study after study has shown that businesses who blog receive more than 50% more traffic on average than businesses that don’t.
A business blog can also be a huge draw for search engine bots as well. Providing fresh original content for them to consume on a regular basis is the easiest and most effective way to attract search engine bots to your website and to keep them coming back, therefore increasing your website’s visibility in search results, attracting even more human visitors.
Business blogging is only effective if you go about it in the right way. The purpose of this ebook is to alert you to some of the of the biggest mistakes that others have made that you should avoid at all costs, and suggestions for fixes for those mistakes if you have already made one of two of them.
Blogging Mistake Number One
Failing to Host Your Blog on Your Website
The Problem: Your blog is hosted on its own URL and is separated from your main website. Or, even worse from a business blogging perspective your company blog is hosted on a free platform like Blogger, WordPress.com or Tumblr.
Why This is a Mistake:
There are a number of different reasons why separate hosting for a business blog is a mistake, and a big one at that:
SEO – A business blog potentially offers a huge SEO boost for your website. Every time you add content to your blog you are creating a reason for the search bots to come back to your website to index it. If it is good, original content that has just the right mix of value to the reader and targeted keywords then the impact on your SERPs rankings can be huge.
If your blog is hosted separately from your website it will be missing out on all those SEO benefits as they will only go to the blogging platform, not your business’ website and therefore your company.
Brand Value – A good business blog builds your company brand, something that is essential to the success of any business, however large or small in the 21st century. If your blog is hosted away from your website you are asking your readers to navigate away from your blog, not to it. Having them type in a url that is completely different than your company’s website is counterproductive from a branding point of view.
And if you host your blog on a free platform then you give the impression that your company is unprofessional and not very serious about what it is doing, both in the eyes of the readers – your current and potential future clients and customers – and the search engines for whom things like url and domain ownership are ranking factors that matter.
The Best Case Scenario
The very best way to integrate your blog into your website is to add it is a subdomain– ie http: blog/xcompany.com or alternately add it as a folder to your main website’s architecture – ie: http:xcompany.com/blog. Either alternative is a good solution and it will give your blog its own “space” while still keeping it on your website so that it can benefit from all adding a blog has to offer.
Which blogging platform you use is a matter of personal choice for the most part. Self hosted WordPress is the most popular paid blogging platform at the moment and it is easy to use and very, very flexible. Joomla is another popular choice and Drupal and Expression Engine are gaining in popularity as well. Take the time to do a little research and figure out which platform works best for you.
Fixing This Mistake If You Have Already Made It:
If you have a blog already that is hosted separately from your main website all is not lost. With a little bit of effort (and maybe the help of a good programmer) you can salvage the content you have and maybe even keep any SEO “juice” you have already generated from it. There are ways to migrate content from both WordPress.com and Blogger to your new self hosted platform but unless you are very confident in the programming realm you may need some help in order to transfer any of that all important SEO juice from your free blog to your website.
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