A blog (a truncation of the expression weblog) is a discussion or informational website published on the World Wide Web consisting of discrete, often informal diary-style text entries, known as “posts”. Another typical feature of blogs are the comments of the readers, which facilitate the creation of a community of interest that enables communication bilaterally .
The modern blog was created as an evolution of the first personal diaries that were published in the network. Like Justin Hall’s, who created his first personal blog when he was a student at Swarthmore University. At the same time, the blog is also the prelude of some social networks. Such as Twitter, which was conceived as a microblogging network, with 140 characters’ posts.
Professionals, companies and organizations use blogs primarily for one goal: to position themselves on the Internet and, ultimately, to get more conversions (followers, customers, sales and the like). This could be done by means of:
Positioning in search engines: SEO (Search Engine Optimization)
To update regularly our blog can progressively help us to optimize our position in search engines. One of the key elements to position our blog through search engines is the proper use of keywords and meta-descriptions of the articles. In this sense, we should follow the basic instructions of SEO, using the key concepts to position them. There are many tools and plugins that could help us, such as YoastSeo, that could be integrated to our web admin to measure the level of compliance with these rules.
Positioning as a knowledge reference
Blogs are also a useful tool to highlight our daily work and corporate expertise in certain topics. The aim is to show our new and recurring visitors (our target audience) the added value we can produce so they can become the potentials buyers of our products and services. Moreover, they allow us to do it in a more colloquial and fluid style than the rest of the website, which will facilitate us to reach new audiences.
Another option we should not neglect is the degree of interaction with the users, whether it is through free comments in the articles or sharing the contents in the social networks. If we achieve a high degree of interaction and shares we will achieve a multiplier effect, and reach a new audience beyond our most loyal followers. RSS subscription is another alternative to keep our public updated.
On the other hand, it is essential to work the blog day by day, to be constant. Positioning in both areas is not a one-day task: Rome wasn’t built in a day! But once we do that, we will discover that it is an investment reporting results in a nearby future. Blog will facilitate us to reach new audience, stimulating the transit to our webpage. And, ultimately, to get more conversions, that is, new users keen on what we offer.