Building site relevance with regular blog content

In the ever changing and highly competitive world of online business, it is becoming increasingly important for businesses of every size to develop a strong web presence so that they can properly engage with the people that matter to their business.

There are many effective approaches to achieving this end, such as by having a highly optimised website and a strong social media presence. But sometimes, having a website is not enough. People have to visit this website, engage with the content on the website, and move forward in the conversion funnel in order for the business to meet its marketing goals.

Unfortunately, the competitive nature of doing business online makes it difficult to attract high quality traffic to small business websites, but as with everything else, there is always a way out for people willing to take the step.

One of the most effective ways to build brand awareness, and create site relevance is by providing relevant and useful content to your target audience via regular blogging.

Blogging is a really affordable way for businesses to attract traffic to their website, encourage inbound marketing, attract quality leads, and convert visitors to customers. In fact, according to one report by Inbound Marketing, about 80% of businesses that post regular blog content as part of their marketing strategy see an increase in customer acquisition as a result of their blogging efforts. Another 82% say that blogging is an integral part of their business.

This and many more reports underscore the big role blogging plays in helping businesses build brand relevance on the internet. So, regardless of whether you are a small business or a multinational corporation, if you want to improve your fortunes on the internet, you should seriously consider making consistent blogging an integral part of your online marketing efforts.

Below are some of the ways you can build your site relevance when you blog regularly:

Blogging drives traffic to your website

If your business has an active social media profile, you are on the right track, but that may not be enough to drive quality traffic to your website, after all, there is only so much content you can share on your social media pages.


Every time you create a new blog post on your website, or update an existing content, it translates into one more webpage on your site indexed by search engines, which in turn translates into extra visibility in search results, which ultimately translates into more organic traffic.


Apart from the indexing opportunity, blogging also provides other SEO benefits to your website. For example, when you blog, especially when you create long-form blog content (between 2000 to 5000 words), you can liberally sprinkle keywords and search phrases search users use when searching for the type of things your business offers. This also helps build your search page ranking as that particular blog post will show up in search results whenever the keywords and search phrases are used in search engines.


Regular blogging also help with your social media efforts, because instead of always coming up with new content for your social media, you can always pick from your blog posts, meaning that you can also drive traffic to your blog and website from your social media pages.

Blogging converts traffic into useful leads

Your website is only relevant when it helps you business grow, and this is possible with consistent blogging. When you begin to get organic traffic from search engines and your social media pages, the fresh content on your blog is what will keep the visitors long on your site, then your well placed call-to-actions will help move them further down the conversion funnel.


As you can see, virtually every well crafted blog content is an opportunity to generate new leads. In fact, properly done, your call-to-actions will compel your visitors to carry out the actions you have designed for them, some of which will eventually translate into sales.


Note though that not everyone who finds your blog content will convert into a lead. That is okay. In fact, you will be hard-pressed to find a website that has 100% visitor-to-lead conversion. The point is that the more you create and share high quality, fresh and relevant blog content on your website, the higher the chances of getting an impressive conversion rate.


Remember also that the more people that visit your website and appreciate the content on your blog, the easier it will be to attract more visitors via user-to-user advertising. Therefore, not only does blogging put your website in the hearts of your target audience, it also significantly reduces your spending on marketing.

Blogging positions you as the brand leader

Studies have shown that consumers rarely want to do business with brands that are not credible or those they don’t know. While this is a good thing as it helps consumers filter the wheat from the chaff, it is not so good for small businesses and start-ups.


As a small or new business, you have zero credibility until someone somewhere decides to take the leap of faith and transact with you. Even if you run a blog and don’t do business that involves the exchange of money, very few people will believe that you have something to say, and will be willing to leave already known names to visit your website.


Fortunately, this is a state of affairs that can be corrected quickly and efficiently. When you blog on your website regularly, you are slowly but surely showing that you know what you are talking about, while demonstrating your brands place as the industry leader.


By creating quality topics that resonate with your industry and posting knowledgeable content regularly, you are marketing your brand, business skills, and slowly improving the credibility of your business. This is especially true when you consistently create original content that resonates with your target audience.


For example, as an online retailer, if you create and share regular blog posts that talk about the benefits of the products you sell, people will see that you are knowledgeable about the products and see you as an authority in the field. It gets even better when you begin to create and share explainer videos and how-tos on your blog page.


If you are in the service related field of a particular industry, blogging about trends and topic about your service and industry will make people see you as an authoritative source for useful information. This will boost your credibility so that people get to become comfortable doing business on your website.


The more people that connect with your blog posts, the more people that see you are a credible source and the quicker they will come to trust you and your brand. Besides, your audience will also learn a lot from the content you regularly post on your blog.

Blogging gives other sites a reason to link back to your website

When it comes to building site relevance in search engines, one of the keys is link building - building internal links that lead to other relevant sections of your sites, as well as building quality link backs from authoritative sources.


While the internal link building is easy enough, getting people to link back to your site can be an uphill task, especially for small websites and start-ups.


Established websites are only interested in linking back to blogs that carry the kind of content, lots of them, that is useful to their own readers, and blogging intermittently is not the way to attract their attention.


When you blog quality content on a regular basis, you attract the attention of established blogs in the same industry and niche. Because your blog is carrying authoritative content that is relevant to their users, they link back to that content so that their users can get the full information. This can tremendously increase your online credibility not just with search engines, but also with human users.


To put it in perspective, imagine The New York times linking back to an article on your blog. This will not only skyrocket your search ranking, it will also increase site relevance in the eyes of your target audience.

Wrapping up

If you have been following so far, you will agree that blogging does a lot to improve your site relevance both for human users and search engines. It is therefore definitely something you should consider as part of your marketing strategy.


Admittedly, blogging on a regular basis is difficult, but once you can make a habit out of it, you will find that it is a lot easier than you expected. However, be sure to only blog well researched, relevant and high quality content so that you can get the results you desire for your website.