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1.Content
2.Customer interaction
3.Branding
4.Authority
5.Traffic
Website content: Content is king, I'm sure you've heard this catch phrase. It's plastered on every consulting site on the web. But it is true. Your website needs frequent additions of fresh, unique content for several different reasons.
The search engines are looking for new content additions to your website, so when the search spiders find constant new content on your site, they often 'fall in love' with it. Coming back again and again. Taking you higher and higher in the search rankings.
Customer interaction: Your customers and potential customers are looking at your and your company with a magnifying glass. They need assurance to buy your product or service. They need to know that they have a place to come after they've made their purchase for support.
Having a blog that is current is a psychological soother to these would be buyers because they want to know that they have a place to come if they need help or have a problem. They want to see that you are available to them. A blog can give them that feeling they need to become a customer. It can help them make buying decisions.
Branding: The more you write about your products and services on your business blog, the more you tie in your brand names with the proper keywords associated with whatever it is you sell. With a new company, or a lesser known company, most of your potential users do not search for your brand name. In order to change that, you need to associate the actual words they DO in fact search for with your company or brand name/names.
As your company blog grows over time, more and more brand recognition comes to your company.
Almost like magic.
Authority: There are very few products or services sold on the internet that are competitor free. Your company most likely has competition, and you need to set yourself apart from the rest. By becoming the expert, your company consistently stands out from the crowd.
One of the things I hear often from my new clients is that when they were searching for someone to handle their SEO, website design, or other services that we offer, my company and my name 'just kept popping up'... It's because I write a lot and my company blogs are all over the search engines for the services we provide.
Having a corporate blog is one way you can set yourself apart from your competition. People generally want to deal with the very best in a given field or for a specific product or service. So BE the best. Be the authority.
Traffic: Website traffic is a must. In order to survive, your company website needs visitors. It needs web traffic. Blog posting is one way to generate that much needed traffic. The more you blog, the more your site saturates the search engine result pages. The more your business saturates the SERP's the more traffic your site receives. The more traffic your website receives, the more sales your company makes. It's simple, cheap, and extremely effective.
Like I said, there are a million other reasons your business website needs a blog and needs it now. You need an edge to compete on the internet today.
A blog for your website is that edge your company needs.