I will continue to say this until I no longer have a voice – business blogging leads to increased traffic to your website. Period. We can debate this forever, but stats prove it time and time again.
An article posted by Hubspot in 2009 found that of 1,531 customers, 795 of them blogged; the other 736 did not. What they found was astonishing! There was 55% more traffic for those customers that blogged. While you may not want to get hung up on how many visitors you have on a daily basis to your site, the bottom line is that more visitors means more opportunities to turn leads into customers. Without customers, there is no reason to have a website or a business. Further, the bloggers had 97% more inbound links and 434% more indexed pages. Again, we’re talking about a finding in 2009 with only a handful of customers. There are far more business websites and bloggers today than there were back then!
Rick Burnes, the author of the article, stated, “We had a very minimal definition of blogging; they simply had to have blog software installed and more than one post written. Obviously, this is a very low bar. I suspect that if we had had a more rigorous definition of blogging, we would have found that there is an even great[sic] benefit to blogging than we reported here.” So imagine that. These blogs weren’t even identified as top of their industry or as blogging particularly well. They simply…blogged.
So let’s say there are two websites launched at the same time. Both are equal in design, great content and good layout. One user never blogs at all and the other does once a week or every other week. A site that has no regular updates doesn’t get crawled by Google (or other search engines) as frequently so even if the same keywords were used throughout two sites marketing the same service or product, the one that’s just sitting there looking pretty is falling lower and lower in search rankings. And we’re not even taking into consideration the thousands of new sites popping up daily that are trying to get a slice of the same market and audience. They would crush that site and we all know when we use Google to search we rarely get to page 3, 4 or 5 of the results. We don’t care about the sites that didn’t rise to the top.
A few years ago I interviewed Dr. Sandra Dupont who is a Los Angeles-based teen therapist. I’m always excited to interview various professionals to highlight their businesses and reveal how they use social media to give them greater visibility. It was interesting to find how professionals who wouldn’t normally be lumped together (chefs, web developers, counselors) were all using social media to their advantage.
I was pleased to contact Sandra to share something that fascinated me. Just days before my website stats reported that a Google search on the phrase “interview teen counselor” ranked my blog interview in the 8th position. On the same day my site was in the 3rd position for another phrase related to that same post. My website is clearly not targeted to teens, counselors, teen counselors or the like but my site ranked that highly.
I share this example to demonstrate the power of consistent blogging over time that even I couldn’t have predicted back then. If I’d stopped years ago with just that blog post and never posted again, that Google search wouldn’t have had me anywhere near the top.
And I can hear you thinking, “But what does it matter? What did you get out of it?”
- Traffic is traffic is traffic. You don’t know who you can serve if they’re not finding you.
- Comments. While I didn’t get a comment this time (that post already has some) without traffic I won’t get any…ever.
- In this case one of the visitors stayed on my site for just over 8 minutes. That’s better than good considering the average bounce rate for sites. Something kept that visitor on my site, clicking other links including my Services and Rates page. Sounds like someone is curious. While that’s no guarantee, in business nothing ever is.
- I might earn a white hat backlink (good, well-earned, not spammy) if my site is referenced in a page elsewhere.
- Referrals. This is very indirect, but after I contacted my associate about this with a screenshot, we exchanged a few friendly emails. The very next morning I received an email that I was cc’d on. It was another doctor friend that she referred me to for services along with a very flattering mention of how I’m worth every penny over an overseas Virtual Assistant. When an article you’ve written about another product, service or person gets attention in any way, let them know. It keeps you top of mind when opportunities arise. I send a friendly message every single time. It’s just good business.
- Authority. Every time an article I’ve written about a subject matter gets attention, it helps to brand me as an authority in that area. Over time as a blog grows, there’s great collateral that reinforces what you know. For me that’s led to radio interviews, new business and collaborations with individuals whom I may never have met otherwise.
Listen, I could go on about the benefits of blogging. If you’re banging your head about why no one is signing up for this or mentioning that or struggling to come up with ways to get more traffic, just blog and get social. If you don’t have the time or writing style to do it yourself, hire a professional (like me – plug-plug-plug), stick to a schedule and be patient. This isn’t magic and it doesn’t work overnight. But it works! Just keep doing what you’re doing and add your blog to the mix. Great content partnered with a steady stream of social media is a winning combination.
Check out Rick’s article Study Shows Business Blogging Leads to 55% More Website Visitors at HubSpot.
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