Why a blog is critical to your firm’s web site

While numerous books, courses, and seminars exist that cover the wonderful world of Search Engine Optimization, there are really only a few things you need to know in order to get free visitors to your site via the search engines.

Keep in mind that search engines go about their business by reading through a web site and taking notes about what’s there. In particular, search engines love web sites that have a LOT of content, particularly content that is updated frequently. The more frequently you update the content on your web site, the more frequently the search engines will come visit you again to see what new stuff is there, and the higher you will ultimately rank in search results.

By far the easiest way, in my opinion, to have a lively, dynamic web site is to simply have a blog. Personally, every web site that I operate (including this one) is built entirely on the WordPress blogging platform. In other words, the blog itself is actually the entire web site.

By having a blog, either attached to your web site or as your entire web site, you are taking advantage of a technology that Google, Bing, and other search engines love to see. The caveat to this, of course, is that you then have to actually USE that blog, and post to it regularly.

How often should you write on your blog? Ideally, I would suggest every day. Since very few people are actually going to do that, it’s helpful to know that case studies from numerous industries show that a weekly blogging frequency is adequate to achieve most of the results that you will gain from blogging at all.

With a blog attached to your web site, and with frequently written articles appearing on that blog, you are giving the search engines stuff to chew on — which is good. But on top of that, you are also creating material that other people can link to from their web sites. This linking is a very important part of the formula for how most search engines, and Google in particular, determine your web site rank. The more articles you write and post, the more linking opportunities you create for yourself.

Next time, we’ll take a look at one of the other key components of making your web site rank well: Keywords.