There’s no doubt whatsoever that blogging will be crucial to SEO, social media, and content marketing activity in 2013. As a result of 2012 developments, business blogs are no longer optional, but are now essential.
But why must you blog in 2013? In addition to significant changes to Google’s algorithm, you have no doubt noticed, Google Analytics no longer displays keyword information from logged-in users. This “not provided” data means that a significant chunk of a site’s keyword data is no longer available to help the effectiveness and strategy of an SEO program.
Business blogs however thrive in this environment, because:
Blog posts add relevant, authoritative content to a site, something that Google always loves to see. Also, well written, authoritative, relevant, and useful posts encourage visitors to stay on the page and click deeper into the site rather than bounce, which contribute to better rankings.
A lot like your social media tools, a blog can be your company’s voice to the world. But unlike the character limits imposed by Twitter, Facebook and other social networks, a blog allows you to provide more detailed information and adds the ability to include pictures, videos, etc. to illustrate your point.
In many respects, SEO, social media, and content marketing are all rolled up into one big, internet marketing strategy. It’s increasing difficult to have an strong SEO program without a content marketing component.
It’s tough to have an effective social media program without a strong SEO component. And, it’s tough to have an effective content marketing grand strategy without solid SEO and social strategies supporting it.
I’ve already talked a bit about how blogs relate to SEO, but blogs also play a vital role in social media marketing and content marketing as well.
It may not be essential to have a blog to be successful in social media … but it sure helps. Business people who use social media are socially oriented, and are probably more interested in checking out a businesses blog than its product listing, at least at first.
A business without a blog undercuts its credibility in todays world. In addition, without a blog, a company must rely completely on third-parties like Facebook and Twitter for its community hubs. If Facebook happens to make changes (without asking you, haha ), what happens to your community, and all of the content you’ve published there and do not own?
So are you ready to get serious in 2013? This is where the rubber will meet the road for many firms in 2013. Now I realize many small and mid sized firms are not staffed or organized for serious blogging, they lack the time, resources, knowledge base, and in-house talent. And who wants to expand a marketing department in an uncertain economy? I get all that. But at the same time, a businesses SEO, social and content marketing results will suffer without a powerful blog, and in an uncertain economy, can you afford to under-perform? It’s time stop marketing like you did in the past (the past is gone ) and it’s now time to get serious.