If you own a business and you wish to sell a service or product then the answer is yes. In order to be found on search engines and have some sort of hook to bring prospects to your site and/or stick around for awhile, a blog is a must have component of your online strategy.
Blogs can be daunting as many people are not great writers and most feel that they don’t really have anything compelling to say. A blog (web-log) that captures content and makes it available for consumption is a very straightforward proposition. We believe it is basically just a receptacle for anything OTHER THAN the product or service you want to sell. You should have static pages on your website (which should be updated from time to time too) but you then need a more dynamic component where you continuously add new content.
You don’t need to be Shakespeare by any means. You just need to commit to the cause and continue to write things about your business, your brand and perhaps just trends in your industry. Keep the content short and to the point, but stick to the program and remain committed to consistency above all else. Adopt a website first philosophy and always ask yourself “how,when and where can I run that piece of content through my domain” and then execute.
Use social and other channels to distribute the blog content and even target people with Facebook Ads who would be specifically interested in a point of view on a specific topic. This is where Facebook’s excellent targeting capabilities can pay real dividends.
A lot of my clients assume that Social Media (or at least the use of social networking sites) has somehow replaced the need for having an SEO program for their website. That couldn’t be further from the truth! In fact messaging on Social Media sites has become one of the mission critical components to a successful SEO plan. It is definitely not an either or type situation, a combo of the two will do the trick.
If you have already given up on using SEO for your site or just dont know whether or not you should, consider these things:
There is competition in your business
Your problems don’t just end with your site, you also have to deal with businesses that are the same as yours and who might have well developed products, services and strategies to hog the market and steal prospects away from you. How will you compete even locally when you do not use SEO? Fundamental, but important techniques like keyword placement and improving site content will help your drive more traffic to your site and will also ensure better visibility for your new campaigns.
Social Network Platforms are the “ace in the hole”
Social Networks have become tremendous platforms for the sharing of relevant content. It is the literally the definition of “Social Media” (Shareable content). Most brands and businesses have made the move to Facebook and Twitter, (though most do a terrible job with these platforms) but now with new social networking sites like Pinterest and Google+ you can direct even more visitors to check out your site. You have a distinct advantage if you are employing a Community Management Strategy on Social Networks, while your competitors are not. Sometimes the best first step to SEO is Social.
Search Engines make changes and so must you
Major search engines are constantly changing their methodology to outsmart those who are trying to “game” the system with strange techniques. If you have an SEO strategy in place with a partner who “gets it” then they will adjust their plan to be in sync with the changes put out by companies like Google. This navigator will help your ship stay on course and not allow it to crash and burn.
SEO-friendly = Increased Visibility
It is an ongoing necessity to update your website to be SEO-friendly by using current day techniques to boost visibility. If you produce content and then distribute it in a make sense way then you will be found more often in search than those who do not. Plain and simple. It is a comprehensive plan, but a worthwhile venture!
So before you implement a Social Strategy OR an SEO Program, consider the fact that you MUST do both together to see real results!