Blogging. Reason #2. Increases search engine optimization
Increasing organic traffic to a website - attracting users, not through advertising - is an important part of SEO and search engine optimization. Search engines increase website rankings by tracking: new content, number of indexed pages and relevant and quality content. Ahrefs, Google Search Console, Semrush or Answer the Public help to track and analyse both your own and your competitor sites.
Links to blog content on social networks, asking people to share or like posts are all activities which help to promote the site, increase its reach and visibility.
Blogging. Reason #3. Attracts new customers
A link to useful and well-written blog content can show up in Google search results for years, generating new leads. A new article is another page indexed by the search engine. Don't forget to include calls to action on your blog pages. Offer free downloads of useful content or registration in exchange for user information (email address, social media profile).
Blog. Reason #4. Audience trust
A blog builds the reader's perception of a business as a whole. A well-written article "between the lines" can talk about a company's values, unobtrusively promote its services, products, successes and experiences.
Blogs can answer common customer questions, demonstrating professionalism in their answers, offering help in solving problems, encouraging potential customers to give their contact details. Demonstrating empathy and personalising content to reach multiple generations helps build trust.
Blogging. Reason #5. The blog is a bridge
A blog is a bridge of sorts between a potential customer and a business. It can be used to show the human side of a business, to talk about everyday concerns, problems and joys. Readers can learn about businesses they may never have thought of or known about.
If readers leave comments under a blog post, respond to them, answer questions, and keep the conversation going. Remember that business should not be the central theme of every blog post. Win your readers' trust with reliable information, interesting articles and useful content.