Content marketing has been a very popular term for several years. Adding regularly new and comprehensive content to your company website will definitely help you broaden your visibility on the Internet. One of such solutions is to run a company blog.
By increasing the content on the page, you also increase the number of keywords that are on it. It is one of the main reasons why Internet users find your site. And it works very well - we see it on our page - on our blog and customer blogs. Although this does not provide the highest positions for very competitive phrases, but traffic from the so-called long tail is. And this is often several times higher than on the subpage responsible for sales. You can direct this move to product or contact pages. Running an expert blog additionally shows you as an expert and builds trust in your brand.
Sometimes we meet the question from our clients: is it better to start a blog on your company website, on a subdomain, or maybe on a completely different domain? In this article I would like to share my insights on each of these solutions.
If you intend to run a company blog and want to directly identify with it, you can create it on your domain as a subpage, e.g. https://www.silence.pl/blog/. Thanks to this, the company website will appear for many keywords related to the content posted on the blog. The phenomenon of so-called long tail. Thanks to this you can reach people who do not yet know that they need your products.
Expert blog allows you to broadly reach people who are in your receiving group. You can differentiate content by reaching people at different levels of the sales funnel. If you do research on frequently searched phrases related to your business before you start writing, you can stuff your content with keywords and thus support positioning - of the whole page. In addition, each entry is a place where you can implement internal linking, strengthening the structure of your website.
A company blog on the subpage enables effective remarketing and retargeting. Thanks to properly prepared marketing lists, you can reach people who were on your blog, in a specific section or even on a specific article. This is a very useful advertising option.
You want to reach people who were looking for a solution to your blog on your blog, but did not enter the subpage with the offer - these people are most likely in your target group.
It is worth using this knowledge!
Your blog may contain highly valuable content that users can distribute and link naturally. If, in addition, we took care of the unobtrusive use of keywords and the appropriate structure of the entire subpage - we can count on the natural positioning of the entry in high positions in Google. Such "boost" in the form of external links supports the link building of the entire company website.
Content cannibalization is a phenomenon that occurs when several subpages compete with each other for ranking on Google for a given keyword. You can try to avoid this by writing texts with slightly different phrases than your offer page. However, if you still position a blog entry for a given phrase - you don't have to worry too much about it. Using CTA (call to action), banners or buttons you can redirect traffic to the offer page.
This solution gives you the opportunity to get more links. Most website catalogs take subdomains, which gives you the opportunity to get dozens or even several hundred more links than for a blog established on a company website. However, this does not affect natural linking by Internet users.
Such traffic is also easier to use for remarketing or retargeting later down the road. It is easier to prepare a dedicated creation separately for people who were on our sales page and separately for blog users. If you run a blog on a subpage, this traffic may mix - for example: a user who was looking for advice has switched from curiosity from the blog to the subpage with the offer - however, he or she is not at all interested in buying at the moment, so there is no point in displaying sales ads.
We also know from experience that content and SEO activities on a subdomain can affect SEO on the main domain. And it's both negative and positive. Therefore, if they lead good links to the subdomain, it will also translate positively into the page's positions. On the other hand, if the links are worthless and spamming pages lead to your blog, then the authority of the homepage will also fall.
Running a blog on a separate domain is a solution that we recommend to clients who for some reason do not want to directly identify with the content on the company website or want to acquire content from other authors - from other industries, who do not necessarily want to identify directly with the company. This solution is often used by companies that have a website that cannot be expanded with a blog when the customer does not want to change their company website.
Company blog on a subpage, subdomain or a separate domain - each solution has its pros and cons. We use the first method, thanks to which we directly strengthen our entire website. Long tail traffic and natural linking have a positive effect on our domain's authority.
In terms of the use of traffic and the strength of links leading to your blog, with each solution proposed you can find a way to use them to the best. Learn the specifics of your industry - check how the competition works, but also think about what goals you set for your website.
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