Blogging: What You Need to Know

With the amount of chatter surrounding how effective the social channels of Facebook, Instagram, and Twitter are within an online marketing strategy, many business owners are often surprised by the fact that the vast majority of their web traffic still comes from Google and other search engines. And even with this knowledge, many are perplexed on how increase traffic through Google.

There are many tactics that can accomplish this, but one of the easiest and most cost effective is blogging.

What is a blog?

Blogs were originally used as logs or journals on internet sites. However, they have evolved into a much more mainstream tactic that marketers implement to keep websites updated with fresh, insightful, and proprietary content.
While blogs mean different things to different authors, most blogs have a single focus or theme for their content (i.e., law, real-estate, stocks, etc.), and if used effectively, will create an engaging and meaningful relationship with a target audience. In business, blogs are typically created with the goals to improve communication with clients and prospective clients, strengthen a brand, and enhance a marketing plan.

Why does your company website need a blog?

The main sources for internet traffic include inbound links, search engines, and social media. By adding a blog to your company website, the content posted will be indexed by search engines, linked to by other websites, and likely shared through email and various social media channels.


Blogs provide timely, fresh content. Both web traffickers and search engines prefer fresh content, and as we mentioned before, blogs are the best way to go about updating your site’s content. Monthly, bimonthly, or weekly blogs provide current and prospective clients with timely, new information and send a signal to search engines that your page is active. Also, every post provides search engines with an additional URL to crawl.

Blogs cultivate leads. While it may take some time and audience growth to generate leads, within just a couple months of starting a blog, it can assist in cultivating them. By providing regular content through a blog, you are creating an additional layer to your business’ sales collateral and portfolio. A blog will illustrate to prospective clients your business isn’t stagnant. They are a great way to show off new projects, awards and accomplishments, as well as new employees and equipment.

Blogs help turn web visitors into paying customers. If your blog is providing consistent posts and valuable information, readers will become regular visitors to your website—and regular, interested visitors tend to produce regular customers.

In conclusion, blogging is an increasingly powerful marketing and SEO tool. If your business does not have a blog on its website, it may be time to rethink your online marketing plan. If you’d like assistance in developing content as well as a messaging strategy that will help drive brand awareness and increased search performance, contact Baer Performance Marketing at 920-632-7648.