On-Line Visibility Benefits of Writing a Blog (vs Website)

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Book of Kells“Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.” Leo Burnett

Advertising Your Business through On-Line Visibility

Small Businesses need to continually advertise and communicate their business products or services, to maintain / increase awareness and to extend the coverage to reach their target audience. Small business can achieve this for FREE,  by effectively managing their on-line visibility.

Writing a Blog to complement the company website or as your  main internet communication / connection, can gain you and your business significant on-line visibility i.e. advertising.

Keeping up to date on business issues, changing acronyms and the ongoing dynamic Google algorithm scenario, makes writing a Blog more relevant and effective to promote your business on-line.

The website has developed into the “business catalog” for Medium to Large businesses displaying everything in one place, and generally with a dedicated staff or employee / consultant to ensure its kept in order and up to date for best search rankings and optimizing conversion rates.

For most Small to Medium size businesses the website is a “must have” the modern version of  distributing a business card, displaying the company image, products and services and contact details, but unfortunately the website is low on the priority list at this point and treated like a “duty” for most fledgling business operations.

So why write a Blog as well to support your business?

On-Visibility benefits of Writing a Blog

1. Speed – Blog Posts are generally listed in search results within hours. Changes or updates to websites generally take 4 -5 days to be indexed and listed in search, but still 60 – 70% of visits will be to the Home Page not the update.

2. Tone / Image – Blog posts can be informative  and more personal, and interactive.

3. Subject Specific – Posts can be targeted to a specific audience or subject and will appear in search results on that subject.

4. Search Results – The Goal is to achieve maximum share of on-line search visibility, gaining extra listings, gaining share of the results page means greater reach and increased awareness by your audience.

5. Promoting “the short term” – Blogs can promote short term messages and announcements, maybe not suited to changing or updating web pages e.g. special promotions, new product launches, price deals.

6. Softer Sell – as with my own Blog, it’s free information and advice, it communicates beyond just outlining my services and my skills, it allows me to take a point of view and hopefully connect with people or a person, a website tends to be a more direct business approach – hard selling, with the focus on converting the Visitor, to Buyer.

7. Testing – testing Keywords and Key Topics in a Blog allows you to “Test” the reaction of search engines in listings and the response in views.

8. Promoting Niche Products & Services – over promoting niche subjects on a website, can alter the business positioning and message of your website with search engine robots, a Blog can provide information on niche, lower priority or even seasonal products / services on your independently from the website.

jccullen@proteusism.com

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