Stop Flogging and Start Blogging

5 reasons every business

desperately needs a blog

By Stefano Capacchione


Type in any question to your favourite search engine. Skip past the ads. What responses come up on the first page?

Without knowing your question, I can almost guarantee that you will see a mixture of videos and blogs. This isn’t a magic trick; it’s just the way that search engines are programmed.

In this article, I’m going to show you 5 benefits blogging can have for your business.


Increase Search Engine Traffic

Everybody has heard of Google (if you haven’t, you can look it up on Google) but what most people don’t know is how Google’s search engine works. It uses something called an algorithm in order to check websites and decide which ones deserve to be noticed. You may disagree but they have the power. Google is constantly making small alterations to what it deems to be worthy of a high ranking, but occasionally it makes a huge change with drastic effect.

The most recent, “Hummingbird”, has many layers but the important part for us to consider is what it looks for when a search is made.

Since Hummingbird’s introduction, Google looks for the likely meaning of a search. It takes every word into consideration, uses synonyms and then displays a result with a representative answer to the whole question. Therefore typing “How to search for the best flights” would be likely to show a blog explaining the best way to search for flights, or another blog explaining how to book the cheapest flights.

With this in mind, Google is constantly looking at questions, which your business can answer. If Google finds one of your blogs that is relevant to a user’s search, you could achieve a higher ranking. If Google finds many blogs that answer many questions within your website on a particular topic, your whole site could rank higher.

Of course, paying Google can also make you rank higher and there are benefits to this but to get truly worthwhile results using PPC (pay per click) costs a lot of money. With 94.95% of web traffic coming from organic results and just 5.05% for paid results, you can decide for yourself, which option looks better.

Connect on an emotional and personal level with your clients – Build trust & authority

As a consumer, if somebody you had never met said they had the best prices with the best quality, how would you react? Would you believe them? I wouldn’t and I wouldn’t try to find out if they were telling the truth. Every day, someone new says the same thing, they can’t all be right.

It’s the same in business, clients won’t trust you because you tell them to. You have to build a relationship over time. One of the most effective ways is with a blog.

In the U.K., the top result from typing “how to choose the best car is Car Buyer UK

At no point does this blog tell you that they are the best and you should buy from them. They only offer advice. There are links to other guides that keep you on their site and over time, you will start a relationship without realising it. They are there to help, not sell, so most consumers will feel like they are trustworthy.


Makes social media marketing a lot easier

Whether you like it or not, your business now depends on social media to survive.

The problem is, finding enough material for each platform can be extremely difficult. Posting blogs from others in your industry helps you to build trust but it doesn’t send people directly to your website. Your blogs, hosted on your website, will give your readers a lot fewer hurdles to jump through to reach the pages that you want them on. You can also post a version of them on almost every platform to save your time.

Helps Discussion & Interaction

Imagine how great it would be to have leads coming in rather than having to search for them all the time. Well, great blogs can help make this happen. Blogs spark discussion and create an interest. This gives clients an incentive to contact you and if that is the case, your well-trained sales people can take it to the next stage.

Keeps a continuous presence

If you post regular blogs, customers will know that you are alive. Potential clients are not going to remember you just because you will them to. A client is not always ready to buy straight away but if you are always talking to them, when the time is right, you will be at the top of their supplier list.


So… what are you waiting for?  Start blogging today!

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