Why is having a blog on your website important?

When designing a website, there always comes a time when you ask yourself whether or not to include a blog on it. A section dedicated to current news and information provides an additional lever for attracting traffic through natural referencing.

What is a blog for?

For starters, blogs appeal to search engines. A blog represents a space dedicated to communication on specific subjects. Readers can interact with the articles by posting comments. Companies use the blog to report and provide expertise on various topics. A blog section also allows them to promote their services and products in an intelligent way. The blog continues to prove its worth as an effective marketing tool for generating leads on a website.

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One of the only ways to add pages to your website

Your site has a firm and definitive architecture. When it is created, integrated and developed, it it is not meant to be changed or altered. Once uploaded, the pages of your site are rarely modified thereafter. Search engines such as Google, Bing and Yahoo are crazy about new products, so the more new pages a site publishes through its blog, the better it will be favored and therefore referenced by search engines. Updating your website is an essential step for good natural referencing.

The article is a key element for good SEO

The characteristics of an article play a big role in how your website is ranked. Each article has the following attributes, which need to optimized in order to work to the benefit of your website’s natural referencing:

• Title
• Body
• Inbound links, outbound links = internal mesh
• Image optimization
• Strategic keyword integration

The article pushes the service pages

In a well-tuned SEO strategy, each article is designed to promote a service page. Articles should point to the most important pages of the site. The articles will effectively elevate the indexing of the main pages of the site. In addition, articles can help improve the time spent by a user on a website.

Here is an example of a targeted user journey on a classic website that contains a blog:

The user arrives at the article -> They continue by going to a related service page to complete their reading -> They finally ends on the “About us” page to learn more about the history of the company.

In this example, we can clearly see that the article will engage the SEO and highlight the existence of service pages. The article serves the service pages.

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Integrated or separate blog: what to choose?

There are two possibilities for creating a blog for your website:

• You can integrate the news section directly into your company site under the same domain name, for example: nomdevotresite/blog.com.
• Or the blog can have its own domain name (therefore a domain name different from your main business page) and will therefore be hosted outside your website.

Having a blog on a different domain than your main site’s can give you more freedom, that is, more freedom of expression. Existing independently from your main site, your blog will have the opportunity to go further when it comes to your expression and communication – compared to if it were directly attached and therefore bound by the continuity of your business site. However, an independent blog will contribute less to the enhancement of the image of the company than if it were directly integrated in the company site.

As explained previously, choosing to integrate your blog directly into your business site means activating various levers that can really promote your natural referencing:

• You create articles that include target keywords. These keywords should be directly related to your company’s services.
• You strengthen the internal network and linkages.
• You enhance and communicate the expertise of your brand.
• You increase the time that a user spends on your website.

E-commerce sites: a blog helps you sell your products

A key tactic to deploy on your e-commerce site’s blog is to publish articles that align with the theme of the products you are selling.

Each blog post should refer to your products and each article will therefore incite the user to buy from you rather than the competition. Each article should encourage your visitors to a conversion (purchase). A marketing strategy developed around good quality content really proves its worth in the medium to long term, and brings a recurring and solid income.

The definition of an editorial line for your blog

When designing your blog, it is very important to think about the editorial line you want to have.

The editorial line should consider everything your blog will contain:

• The topics that will be discussed.
• The type of content will be published in the blog: article, video, infographic, files etc.
• What is the intended target?
• What will the user’s journey be from the blog to the other pages of the site, and from the other pages of the site to the blog?
• What will be the tone of the language?

Steps for setting up an SEO strategy on your blog

Step 1: Determine your editorial line.

Step 2: Attach your blog directly to your company’s domain in order to directly benefit from the benefits of the blog’s content and SEO.

Step 3: Create an editorial calendar.

Step 4: Select and list content that responds to the issues and concerns of your target.

Step 5: Optimize articles for natural referencing: keywords, links, images, etc.

Step 6: Publish in-depth articles that highlight your expertise and bring qualitative and useful information to your visitors.