Blogging has proven very beneficial for my small business clients
My clients often ask how to improve their search engine rankings and drive more traffic to their website. Ultimately, they’re looking for more leads and sales from their website. In addition to tightening up existing pages by reviewing and optimizing the design and copy, we recommend creating a blog and posting educational articles on the topics and questions their customers are searching for.
How does blogging produce leads?
Many online searches are phrased as a question, and at its core, a search engine connects people with answers. When a professional blog article is expertly written to answer a common question, it can rank competitively in search results and drive inbound traffic to the website. When the website is thoughtfully designed with calls to action (CTAs), the reader can land on the article, learn the answer to their question, click the CTA (Book Now, Schedule a Call, etc.), and become a lead for the company.
How do I know my blog is being read?
Thanks to website analytics data, I can confirm that for several of my clients, blogging is their #1 source of inbound traffic. In other words, the most popular page on their website might be an old blog article written years ago that now ranks well in search engines. We can also drill into the reports to see that visitors don’t just land on the article; they click around the site and spend time there afterward.
What if I’m not a writer?
Not everyone is an English major or enjoys writing. If that describes you, we recommend hiring a professional copywriter.
cop·y·writ·er (noun): a person who writes the text of advertisements or publicity material.
At Pioneer Media, we’ve teamed up with several professional copywriters who produce high-quality content that people enjoy reading and sharing. This is especially important from Google’s standpoint: its search algorithms penalize low-quality content and promote content that’s easy to read and more likely to be shared.
The verdict: blogging is a worthy investment in the success of a website!
About the author
Leighton Smith is Pioneer Media’s website designer, web developer and webmaster, based in East Tennessee. As a solopreneur, he is each client’s one point of contact and has built hundreds of websites since learning to code in 2006.
