Metrics Prove Employers (and Other Sites) Need to Blog
I've long been a strong advocate that employers should not only blog, but blog on their corporate web sites. Why? Because search engines like Google love blogs. They love blogs for the same reason that people love blogs: they tend to be very current, frequently updated, sources of information. In short, they're relevant and search engines rank pages based upon relevancy.
The logic made sense to me and, I think, most of the people that I talked with about blogging but until now I didn't have the empirical evidence to back up my beliefs. Now I do because a study was just released by HubSpot which found that organizations with blogs on their web sites have:
- 55% more visitors. More visitors mean more people to convert to leads and sales if you're a consumer marketer or more candidates and hires if you're marketing your employment opportunities.
- 97% more inbound links. These are critical to your site coming up at or near the top of the search engine rankings because inbound links signal to search engines that your pages and therefore your entire site is authoritative.
- 434% more indexed pages. This is also important because the more pages you have on your site, the more chances you have of getting found by your target audience when they use Google or any of the other search engines.
So, if you'd like to blog to better connect with your audience but your I.T. or marketing people are fretting, tell them that you appreciate their concern, remind them who is the boss (you are as they are mere advisors) and then force them to do what is best for the organization, for which you now have cold, hard proof.
Leave a comment