The elephant in the room has been and continues to be SEO. Every client asks me about SEO. Everyone wants their site to “rank” high on Google (i.e. Found on search engines for free) and they heard that blogging was the way to do it.
Our philosophy/policy at Anansi Webworks is Don’t Blog For SEO. Blog To inform your audience. Let us break this down.
The role of a blog was never to get ranked on search engines. Blogs were created to catalog the ideas and information of individuals and businesses for their specific audiences. Blogs are a powerful communication tool to engage your audience and prospects about what you offer.
Search engines analyze the content of your site to assess how relevant it is to the keywords and search terms and ranks your site accordingly. It is true that your blog plays a major role in this process. The problems with relying on your blog as a tool for ranking in on search engines are:
- Competition
- Changes to a search engines Algorithm
There are very few niches or industries left in the world that don’t have many players all competing to be found online. The amount of monitoring and shifting in order to stay at that top of this pack in regards to search engine rankings is a full-time job by itself and is not worth the effort.
Furthermore, all marketers have had to manage a small crisis when a search engine changes it’s algorithm and have had to watch their sites lose its rankings overnight because of this change. Similar to the competition, trying to continually satisfy these changes which are out of your control is just not worth it.
The solution is to strategically and intelligently pay for targeted traffic and use your blog to engage and convert that traffic into paying customers.