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Your company blog: important online real estate

Having a well-maintained blog is important to a company’s long term SEO success, and this is something often overlooked by small-to-medium-sized businesses.

High quality content that is engaging, educational and well written is much more likely to engage with people, have them trust your brand and return to your site. It also brings all-important shares and links into play, helping you perform better in the search engine results pages (SERPs).


Since the implementation of Google’s Panda update, creating high quality content has become one of the central most important factors to a successful SEO campaign. Search engines are designed with the aim of allowing the best user experience, meaning that sites offering original, high calibre content will perform well in SERPs. Websites that are full of poorly written, keyword-heavy content are now at risk of being penalised by the new algorithm. It’s never been a better time to start a new quality focused blog.

What you can do

By maintaining a steady flow of original content through your business blog, you can target a number of different keywords or key phrases whilst expanding your web presence. The internet is a hugely competitive space, with many well-established sites and blogs having a firm control on the majority of traffic.

Unless you are one of the major companies within your sector, chances are that your blog won’t become the most popular within your niche, but this shouldn’t discourage you. Having a well maintained blog can help bring in your target audience as well as help your current clients understand what you do. You can also get imaginative and add to the debate with freedom.

Industry blogs are a great way of educating your clients as well as showing that you’re an authoritative, knowledgeable body within your sector. Create content geared towards your target audience as these are the people you are trying to build connections with. By focusing on your audience, making interesting, educational content becomes much easier.

Stay up to date

Not only is having a well maintained blog good for your audience, it can help keep you and your company engaged within your sector. To become a respected source of information, you need to be aware of current trends and what direction industry is moving in. Doing this requires research, time and effort, meaning that, by blogging, you are committing to staying at the forefront of knowledge in your industry.

Having a website full of high quality content is essential to the long term success of your business. Regularly maintaining a business blog can therefore be a great way of engaging with your target audience and clients, whilst enhancing your own business’s performance in SERPs.