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Can a Blog Improve my Site’s SEO?
Blogs have become a major part of the way we read and report news. With the real-time distribution of information, made possible by the spread of social media, bookmarking and improved search engine indexing, the sharing of information has become far easier and more popular.
A blog may not have much in the way of a direct boost for your website’s SEO; however it will help you tap into the lucrative stream of online users seeking news and services. By attracting visitors to your blog, you can then redirect them to the monetising areas of your site, thus boosting your overall traffic.
By keeping your blog engaging, relevant and full of news from within your industry, you can ensure a core following of readers whilst also attracting casual searches too. You can also top-up your visitors by promoting through the various social media channels, including Twitter and Facebook, as well as bookmarking tools such as Digg and StumbleUpon.
Like most things on the Internet, a blog post can be active for an indefinite period of time. Therefore, years in the future, you could be gaining traffic from a single post; giving an even greater incentive to get on and produce quality articles regularly.
So will it help your site’s SEO? It’s marginal. Of course new information will always attract search engine spiders, helping your pages to get indexed quicker, which may in turn boost your rankings elsewhere on the site. However, the real benefit comes in the form of increased traffic, which can then be diverted to the areas on your site that you really need it.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.