• Adam Morris

Growing A Brand's Online Presence Through Blogging

Updated: Jun 18, 2019

Despite existing since the early ages of the internet, the power of blogging hasn't been fully capitalized on by the majority of brands. A blog is often thought of as something a writer does as a hobby. The truth is, a blog can be about anything (not just fashion, food, travel, etc.) and written by anyone. Part of what makes blogging so critical to increasing a website's online presence is that Google favours websites that are updated frequently. Continue reading to learn more about growing a brand's online presence through blogging.

Increasing the website's keyword content

Writing blog posts that are relevant to a business' consumers iterates to Google exactly what the website's topic is, positively affecting its SEO (Search Engine Optimization). For example, if a Toronto-based Italian restaurant specializing in hand-tossed dough writes blog posts about the Toronto community, Italy, its pizza, and the process of hand-tossing dough, their website's blog posts will contain the keywords Toronto, Italy, Italian, pizza, and hand-tossed dough. These keywords (especially when combined) are very practical search queries people will be using to find Italian restaurants in Toronto or pizza in Toronto. Google recognizes this and favours websites that consistently use relevant keywords throughout their site. A blog is perhaps the most practical way to continually write engaging and appropriate content that increases a website's keyword count. Two birds, one stone.

It is important, however, to write for humans, not just Google. Google's algorithm can pick up on suspicious keyword spamming (the intentional, repetitive use of keywords) which will negatively affect search results ranking. A healthy integration of keywords dispersed throughout a blog post does just fine.

Search engines love up-to-date websites

Which website do you think will appear higher in search results?

Website A, which hasn't been updated in a few years
Website B, which blogs on a weekly basis

The answer is the latter, as Google's primary goal is to sort its search results based on a simple hierarchy; the websites it believes people want to see the most will appear first, based on its complex algorithm. More simply, Google treats the web as a popularity contest.

While there are numerous factors that can help or hinder a website's search results performance, regular content uploaded to a website is a beneficial way of saying to Google "We are actively in business, we have value to offer, and we are engaging with our website viewers." Google favours this, as the digital world is fast-paced and consumers demand fresh content. A website that's posting content by blogging frequently (compared to a site that isn't) will do much better in their efforts to appear higher in search results because of fresh content and relevant keywords.

Establishing your brand as an industry expert

The essence of blogging is providing written content to a brand's target audience that is of value to them. This means a brand should not write about topics that aren't relevant to its consumers or the brand itself. By writing about subjects that are relevant to a brand's customers and industry, it can further establish itself as an industry expert.

If you were to view two online shoe stores (with no prior knowledge of them), which of the following would you trust more?

Shoe Store A has a brief "About Us" page, describing their business' history in a paragraph.
Shore Store B has hundreds of blog posts providing valuable information on shoe structure, orthotics, knee pain associated with shoes, choosing the ideal type of shoe, their own business and products, and the footwear industry as a whole.

It's clear that Shoe Store B will give off the impression that they're much more knowledgeable about the shoe industry while also answering many of their audience's questions or concerns. Regular blog posts that are relevant to the brand's customers and industry will allow the brand to share some of the knowledge it's gained over the years. This will positively educate and inform its target audience. Ultimately, relevant blog posts increase a brand's value in the marketplace by strengthening brand awareness and customer understanding of its products or services.

Any brand continuing or beginning to blog should focus on writing quality content that appeals to its audience. The keywords should come naturally, as the blog topics will be relevant to the brand's product or service and the ultimate benefit gained by its consumers. ▲


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