Search engines like domains that continually produce content. It makes sense. As a search engine, you are going to want to send your users to the most relevant, most up-to-date information available on the Internet. If you consistently send your users to stale, out-of-date, irrelevant information, they are likely to go try out the competition next time they perform a search.

One of the most effective and easy ways any business can ensure that their website demonstrates this continuous activity is to write a blog. Writing content about the type of work your business does helps establish your domain as an authority on that subject.

Say you are a company that sells gardening supplies (services apply to this example as well), and you want to rank well in search engine results pages for the keyword ‘watering systems.’ In order to show up in search results, your site is going to need to have relevant information about water systems on it.

“But I have plenty of content about what I sell…”

This garden supply company might say, “We have content about watering systems on our product pages.” However, product pages don’t update all that often. A newly released product probably won’t get a new product description for years in most industries. So, unless you plan on constantly updating your product descriptions, this won’t help much. Furthermore, content like this is taken directly from the manufacturer, which makes sense. Why spend your time reinventing the wheel when there is a good description out there already?

The problem with manufacturer product descriptions is that they already occur on the manufacturers website, as well as websites of other retailers. Unoriginal content like this does very little, if anything, to establish your domain as an authority.

Capture more general search queries

Even if the content is original, it may not lend to making you an authority on ‘watering systems.’ The products might be called things like “The Douser 9000” or “The eight-piece SprayTech water distributor.” These product pages don’t discuss “watering systems” specifically, so while they are helpful for capturing search engine users looking for a product by name, they aren’t much help with capturing users interested in “watering systems” in general.

A blog gives you the opportunity to discuss something like “watering systems” in depth. Writing articles like “how to get more coverage from your watering systems,” “five ways to improve your watering system,” or “how to choose the perfect watering system” demonstrates to search engines (and your customers!) that your company knows something about watering systems and that you have fresh information about them.

Higher rankings in search results for your target keywords leads to more traffic on your website. If your site is setup correctly, some of this traffic will convert into business. So if you haven’t already, it’s high time you add a blog to your website!

Customer service benefits

An added bonus of blogging about blogging is now whenever a client asks me why they should blog (they all do), I can send them this blog about blogging. Blogging can have this same benefit in any industry.

If you find yourself answering the same questions over and over again to your clients, write a blog article that answers this question, and share  it with them instead of writing a big long email about it. The added traffic to your site never hurts!