Increase Web Traffic in 3 Easy Steps (Part 2)
Step 2. Take advantage of blogsIn the last post, I discussed the ways small businesses can utilize Google’s web tools to increase traffic on their site. A second way to attract visitors is to create a blog strategy. Blogs give visitors a reason to return to a website. Leaving comments on other blogs can help increase traffic on your site, too. A new breed of “aggregator” sites can also help extend the reach of a website featuring a blog. A good blog strategy will incorporate all three elements.Build a business blog Not all blogs are created equal. Everyone has heard of the “blogosphere” - that tempest in a teapot filled with ranting crazies. Business blogs are very different. When well-crafted, they can offer an insider’s view of a company and extend a brand persona beyond advertising and media efforts.A blog must be supported by an underlying strategy. Without a mission, the blog will wander and readers will lose interest. Aspiring business bloggers should ask themselves questions like:
- “What are my recurring messages and themes?”
- “What personality should my blog adopt?”
- “How open should my blog be in discussing my company or products?”
- “How can I keep my posts relevant to my readers?”
Business bloggers should be prepared to deal with negative or inappropriate comments posted to their blogs. Eliminating the negative feedback universally can backfire, but all comments should be moderated to eliminate inappropriate or unnecessarily harsh commentary.Blog entries must be frequent and relevant enough to keep readers interested. If posts appear less than once a week, readers will stop returning. Understanding readers’ interests is also critical. Blogs should address issues readers care about. If business bloggers understand their customers and their market, they should be able to comment on relevant topics easily.Comment on other blogsThe blogosphere is full of blogs discussing business issues. There are many people commenting on topics relevant to your business. The keys to making this work for you are:
- Find the appropriate blogs to connect with.
- Leave relevant, insightful comments.
- Include your blog address in the comment so readers can find your blog.
- Be active. One comment once in a while is not enough to make this work.
Connect with aggregatorsMany websites aggregate blog posts into categories. These sites are popular because they filter the millions of blog posts and return those that are of interest to readers. Business blogs should be connected to these aggregators. Some examples include:
Each post should be tagged to match the key words in the post as well as the key search for your company. Those tags will allow readers to find your posts more easily.Blogs can drive significant traffic to a website. They add visibility and provide a forum for extending a company’s brand. They also give visitors a reason to return to a site frequently, giving brand owners more opportunities to connect with their audiences.