The Benefits of Blogs for Business

You’ve probably been told, at some point in the evolution of your business, that the benefits of blogs for business are HUGE and you need to start one ASAP.

You probably thought, “of course! I’ll get right on that…tomorrow.”

Blogs are a hugely useful tool that can help you to win over the Google-Gods so customers can find you at the top of their search results.

the-benefits-of-blogs-for-business-lessons-from-a-lifelong-love-of-dolphinsHere's why.

Bop to the Top (of Google Search)

Organic search remains one of the biggest opportunities for you to get in front of potential clients, but it’s not going to help you if you’re way down the search rankings when clients look for your services.

So, we try to promote ourselves up those rankings with various strategies.

Google will only show people the highest quality results. That’s how they get their customers to trust them and come back next time they want to navigate the web.

So how do you go about demonstrating to Google that you are one of those tip top pages that their users want to see? 

Blogging It

The answer is this: you have to SHOW Google that you’re a subject expert.

How does blogging help you do that? Well, let me explain through the medium of extended metaphor.

Enter, my dolphin obsession. 

(I promise this is going somewhere.)

So, Dolphins…

Beginnings

At some point in my early childhood, I must have just started talking about dolphins. Enough that someone noticed.

I must have been glued to the TV every time they appeared on screen. Enough that someone noticed.

Slowly, those around me formed an association. What does Lucy like? Dolphins.

“I Saw This and Thought of You”

You know when you show an interest in something, and suddenly you are inundated with themed gifts?

That was stage two.

I was gifted dolphin ornaments, dolphin calendars, dolphin soaps and dolphin candles. 

But I was also given books, DVDs and an “adoption” package which included a newsletter.

I consumed it all. The more I consumed, the more I learned and the stronger that association grew.

How Did You Know That?

When I was probably around 11 years old, I found myself spending an evening watching University Challenge with my Grandma. 

There was a picture round on whale and dolphin species. 

Needless to say, I aced it. A clean sweep.

My Grandma was blown away, thinking I was a regular Einstein.

Whilst I'd love to say that's true, the reality was, I just knew A LOT about this specific subject…

…and in a small way, I had just proved it.

One Day in Folkestone

One fairly overcast day, we inexplicably decided that today was the day to visit the beach in Folkestone.

I was now about 13- that awkward stage when you think you know everything but adults assume you know nothing.

There I was, just looking out to sea, when I noticed a fin rise out of the water.

Now, by this time, I was quite the expert. I knew enough to be certain it was a dolphin fin and also enough to know that there were no resident pods around this coast.

But there it was again! My eyes weren’t tricking me!

I shouted to my Grandma, and told her to watch where the birds were going. The dolphin appeared to be searching for food. It would corral fish to the surface where the birds would be ready to pick them off.

She trusted my information without question.

Why? 

Because I had spent years proving knowledge and commitment to the cause. I had built authority on the topic.

Then, a strange thing happened.

Other people, other adults, started to listen to me too. Before long I was telling a small crowd about how he* must have been separated from his pod.

These people, who didn’t know me and who saw nothing but a child with a big mouth spouting about dolphin behaviour, listened.

Why? Because my Grandma, a trustworthy adult, had vouched for me.

And that is exactly what you want Google to do for you.

*Dave the dolphin actually turned out to be a girl and was renamed Davina.

The Benefits of SHOUTING

Sowing the Seeds

It took me the best part of a decade to build up my dolphin-related authority with my Grandmother.

Thankfully, Google doesn’t need that level of commitment from you, but it does want you to prove you know what you’re talking about.

Every time I mentioned dolphins, that association built a little more. Every time you mention your expertise, Google will associate you with it a little more.

I’m talking about blogs, because I want Google to recommend me to people who might want blogs (although maybe I'll just end up ranking for dolphin searches).

If you want Google to believe that you are amazing at selling tents, you’d better find every opportunity you can to mention how clued up you are on tents.

A blog gives you that opportunity to build authority in your area of expertise.

Building Google’s Trust

Over time, you can show Google that you are serious about your specialisation. You’re in it for the long haul and you know what you’re doing.

One of the biggest benefits of blogs for business is that they can be used to show Google that you’re a real person, doing a real thing, and that if they send people to your site, you’ll deliver.

Once you win that trust, it’ll start propelling you right up those rankings and hopefully into the consciousness of your ideal customer.

Benefits of Blogs for Business

A blog is really a must-have for any business hoping to use search engines to garner clients.

Unless you have really hit on something special, you are probably one of MANY people with your exact job title, or you have a title too specialised for anyone to directly search for.

Use this tool to your advantage to gain trust from your clients and from search engines, and get your business SEEN!

No Time? No Inspiration?

That’s where us copywriters come in. We can do it for you!

We save you time, headaches, and the trauma of blank-page syndrome, by taking this task off your plate.

Check out my portfolio or get in touch to discuss your needs.

Or, if my content isn’t your cup of tea (and it’s perfectly fine if it’s not), I have plenty of copy-contacts to refer you onto!