Dead Blogs: Less Conversions

Content is an important SEO tool. But one of the reasons that we encourage content marketing is because content is more than simply SEO. Content increases conversions. Content builds trust with readers. Content shows expertise. Content can help you relate to their specific needs. These are all benefits that you do not get with a bare bones website. It’s one thing to try to get more people to your site, but unless you can turn those people into sales, those benefits are lost.

Dead Blogs and Content

That is why it is painful to see a dead blog on a website of an active company. As someone that writes a lot of content for small business owners, I can’t tell you how often I’ve come across psychologists, accountants, pest control companies, and more that all have a blog that hasn’t been updated in years. Not weeks, not months, but years.

Now, this may not seem like a big deal. After all, the secret truth about blogs is that no one reads them regularly. Blogs are great for marketing, keyword targeting, and site building, but very few blogs have followers. Their benefits are largely the result of their effect on SEO.

However, when people are looking at your company’s website, they’re absolutely clicking around. If they happen on a blog that hasn’t been updated since 2013, a lot of thoughts are going to go through their head, including:

  • “Are they still in business?”
  • “Are they unsuccessful?”
  • “Do they not care about their website?”

These thoughts aren’t necessarily conscious, but they’re all there, and that means that your dead blog can actually hurt, not help, your ability to get customers.

Maintaining an Active Blog

This is why blog writing is so important. Ideally, you want to post at least once per week, and more if your budget can afford it. But even if your budget is small, posting once every two weeks or even once per month can ensure that customers don’t see an inactive blog, and can trust that you’re still active and interested in their business.

Even if it doesn’t improve hits, an active blog will improve conversions, and since we know that blogs improve hits as well, there is essentially no downside. It’s important that you maintain an active blog, and Great Leap Studios can help. Contact us today to find out more.