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Mistake #3: Not Using Blogging As A Strategy
Not long ago, I had a conversation with a marketing director at a Fortune 500 company. She asked me to write a series of blog posts for her that would drive traffic to their new initiative.
I asked her, “How long would you like the post to be?” To which she said, “It doesn’t matter; it’s not like anybody is actually going to read it.”
This is what’s wrong with how businesses and old-school marketers view blogging. They view blogging as low value — and it’s a view that’s rubbed off on lots of SEOs, too.
But not blogging is a big mistake. In fact, it can be one of the highest-value strategies you can use.
Look at it this way: How often is the content on your site updated? Not often. Because you can’t really update your About Me or Services page more than a couple of times a year.
That means your site is just sitting there dormant. And Google doesn’t like inactive sites.
But if you have a blog, you’re adding another page to your site at least once a month — if not once a week or once a day.
That says to Google, “Hey, look at us! We’re working our butts off over here. Come and see what we’ve made.”
And if you’ve got more pages in your index, there are more pages to rank with that you can work your SEO magic on for a little extra traffic.
Take a look at HubSpot, for instance: 70 percent of their traffic comes from old blog posts — that is, content they didn’t create that month. That’s a ton of visitors for work they did months ago.
And with every month that they grow their content index, the bigger that 70 percent becomes — because they’re bringing strangers into their site and converting them with great blog content.
You don’t have to focus on your blog as much as some big sites like HubSpot or Buffer to get the most out of your SEO. But even having a blog you update with relevant content twice a month is better than having no blog at all.
But, as you’ll see next, relevance is the key.
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