Using Blogs For Small Business Seo
Blogs are probably one of the easiest, cheapest and most effective marketing tools out there for small businesses today. They have so many benefits, especially in terms of search engine optimisation (SEO).
Google, and the other search engines love fresh content; same as humans, we don’t want to read out of date content, and neither do the search engines (not that they actually ‘read’ the content, but they don’t want to present old content to searchers). Because of this, Google will prioritise fresh content over old content in their results. So imagine you have recently created a blog post all about the benefits of your product – such as your particular brand of easy clean paint brushes. When someone searches for ‘easy to clean paint brushes’ in Google, there’s a good chance that your blog post on your super easy to clean paint brushes will show up high in the search results. Your result is likely to be higher than some of your competitors who just have a product page featuring their brushes, that they’ve not updated in six or more months. In terms of search engine optimisation, you must remember that search engines don’t rank websites, they rank pages – and they love brand spanking new pages! Having a site with regularly updated content and regular new pages also means that overall your site gets more ‘trust’ from the search engines. So some of the benefit from the new content will roll over to other pages as well, even if they haven’t been updated in a while.
Another benefit of adding fresh content to your site on a regular basis is that the search engine bots will crawl your site on a more regular basis – meaning that any crucial updates you’ve made to your site/content will be refreshed in the search engine results a lot quicker. Have you ever wondered what the ‘cached’ link means when you look at search results in Google? Clicking on this will show you the last time Google crawled that web page – so you can see exactly what Google is seeing. If you have updated your website with some new product pages, Google will not know about it until the next time it comes to crawl your site. So if you hardly ever update your site, Google will be in the habbit of only crawling your site on a monthly (or so) basis. This means that none of your new product pages will appear in the search engines results during this month – not until Google crawls your site again. However, if you constantly add new content to your site, Google will get into the habit of crawling your site a lot more often – the ideal crawl amount is daily, but realistically, weekly will do. Having your site crawled on a regular basis, means your brand new product pages will show up in the search engine results a lot quicker.
So we’ve established that the search engines love fresh new content. However, it can be difficult to continually add new content to your site – you don’t to be adding pointless pages to your site just for the sake of it – this is where blogs come in. Each time you add a new blog post, that creates new content and a new page on your site. Ensuring that you update your blog at least once a week means that the search engines will start to crawl your site on a regular basis and will start to prioritise your new pages (and pages in your site in general) in their results.
After a few months of blogging you really will start to see the benefits.