A vastly underutilised but powerful function that you should have and update on your website is a blog.
When you’re in the “I only need a simple website” mindset you might opt for not having a blog. This may seem like a good idea but I highly recommend having a blog as part of your marketing strategy for many reasons, two of which I delve into below.
1. SEO (Search Engine Optimisation)
When it comes to SEO you want your website to rank highly in your chosen keywords.
A huge part of ranking highly for your chosen keywords is decided by how often do you update your website with useful and relevant content i.e. blog posts. Writing blog posts can seem like another thing to add to your to-do list, but if you’re serious about ranking highly you do have to put in the time.
- Google won’t just magically float your website to the top of their results, unfortunately.
There has to be a ranking system and there are lots of other elements that make up the Google results algorithm. But what is most in control for you as the business-owner is how often you add fresh new content of the site.
Once you get into a good rhythm of doing this, Google will eventually start to see you as an authority on your chosen topic i.e. whatever industry you’re in/the type of client you serve.
Google will begin to trust your site as a source of good quality information on that topic. That’s the point of Google in the first place, to provide good quality answers to the questions or queries are people ask.
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2. The AI of it all
Do you even need to consider SEO with when Chat GPT exists??
With the arrival of AI and people using Chat GPT to spit out blog posts for them in minutes, Google needs a system to to figure what is quality enough to rank in their results and what is absolute robot rubbish.
- Google is actively looking for posts it considers to be written by a human being with actual real life knowledge on a given subject.
This gives a real opportunity to the business-owners who commit to writing regular informative and genuinely helpful blog posts, they’ll have a real chance of ranking well for their chosen keywords and to be seen as an authority on their topic.
AI is also a tool people use for more personalised search results
When people turn to AI instead of Google to search for a service provider or information on a certain topic, it can often go deeper and be more specific. The AI bot will scoure the internet to come up with a helpful and accurate answer. And you guessed it – if you have a helpful post, aimed at the type of person searching, that is already doing well on Google it is more likely to be referenced in an AI search result answer.
- I’m not an AI expert but in my opinion, adding your real human voice and perspective to your website regularly, will only improve the connection potential clients feel when they land on your site. And that’s a win in my book!
Don’t dismiss the humble blog too quickly
A “bare bones” type website with no blog, is far less likely to show up in key places in Google and AI search results or stand out as a source of helpful insights from an expert.
- I know you’re an expert at what you do, it’s time to use blog posts to your advantage and make sure your ideal clients know this too!
