Why Blog?
By Kyle McCabe | January 19, 2010
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Blogging is a waste of time?
Seriously, why bother? Isn’t this kind of a waste of time? It’s not like blogs really matter – it’s just throwaway content, after all. What really matters is the website.
False.
Look, the web is about two things: content and search. Content because that’s what you’ve come for, and search because that’s how you find the content. Nothing else matters.
In light of this, a blog can be the most important tool you employ for two reasons:
1. A blog is all about content. But you have to make that content matter. It needs to be quality content; relevant content. Guess who loves quality content? That’s right: your customers and the search engine they used to find you. This content is useful to them; it helps them make decisions, helps solve their problem. It gives them a reason and a method to engage you.
2. Blogs are inherently search-engine optimized. They make you much more findable, which can drive a lot of traffic to your website. But SEO needs to be strategic. You have to pay attention to your audience and the keywords they use to make this work well (no, using random keywords based on intuition is not optimization – that’s called blind guesswork; fumbling in the dark).
Your website is important, to be sure. It is the hub around which all your online activity orbits (and often the blog *is* the website). But a blog can be an “orbital” with one hell of a gravity well, attracting searchers to your content and your website, so don’t write it off too quickly.
Alright, you’ve got my opinion on it. What do you think? Are blogs just a place to toss extra content that doesn’t matter? Why bother?
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