One big challenge for small businesses is keeping their web site up-to-date. Smaller businesses will often outsource the building of the website and, once it is complete, rarely update the content. Oftentimes, this is because the website is not built on a simple-to-use CMS, and the business owner or marketing team has little or no knowledge on how to properly update pages on the site. This is a major problem, especially for those businesses who recognize that their target audience is online searching and researching for their products or service.
An article from today's Entrepreneur Magazine's Daily Dose reminds us of this challenge in the face of recent updates to Google's search algorithm:
Matt McGee goes on to provide a suggestion for small businesses that need an easy way to publish frequent and recent updates about their business:
This is fantastic advice that Compendium supports. A business blog is an easy and effective way to publish frequent content and stay relevant to your online audience. It also helps humanize your marketing and makes it easy for your customers to share your content in other digital channels like Facebook and Twitter. It certainly doesn't guarantee search engine rankings, but the search industry continues to stress the value of a quality content-marketing strategy.
So if you're a small business and need to start a blog, here are some questions you should answer first:
An article from today's Entrepreneur Magazine's Daily Dose reminds us of this challenge in the face of recent updates to Google's search algorithm:
"It seems to me that the biggest impact on small-business owners will be that, in some industries, it will be near impossible to get visibility with a small, rarely-updated website," says Matt McGee, executive news editor at SEO-focused news site Search Engine Land. "If the business is in an industry where there's regular news, where things change on a frequent basis, it looks like never-updated websites won't have much chance of being visible on a lot of queries."
Matt McGee goes on to provide a suggestion for small businesses that need an easy way to publish frequent and recent updates about their business:
"One effective way for businesses to generate fresh content for their website is to create and frequently update a business blog, McGee recommends. You can write short, informative posts on topics such as industry news or new on your business's new products or services." "Blogs have always been great SEO weapons," McGee says, "and this change only seems to emphasize the value of publishing quality content on a regular basis."
This is fantastic advice that Compendium supports. A business blog is an easy and effective way to publish frequent content and stay relevant to your online audience. It also helps humanize your marketing and makes it easy for your customers to share your content in other digital channels like Facebook and Twitter. It certainly doesn't guarantee search engine rankings, but the search industry continues to stress the value of a quality content-marketing strategy.
So if you're a small business and need to start a blog, here are some questions you should answer first:
- How will my blog be set up on my web site?
- Who will design my blog to look professional?
- Once my blog is built, what will my content strategy be?
- When a customer lands on my blog, what do I want them to do?
- Who will maintain my blog with proper updates and fix it if something breaks?
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