Struggling with organic search results? Improve your SEO with a company blog

Ready to rank higher in organic search results? When done well and consistently, B2B company blogs can boost search engine rankings, help communicate expertise and even generate leads to fuel business growth.

Why is SEO important?

Ninety-three percent of online experiences begin with a search engine. And even though top search engine results are usually paid ads, organic results are just as (if not more) important. With the average cost per click of Google Ads currently hovering between $1-2, many companies simply don't have enough budget to continuously finance clicks. Organic traffic, on the other hand, is free as long as you have the right content strategies in place to fuel it.

SEO sounds great!

Where does blogging come in? Blogs enable companies to publish more content which has a really positive effect on SEO. In fact, websites with a blog have 434 percent more search engine-indexed pages – making content more accessible to potential customers.

Of course, marketing isn't just about increasing visibility via online impressions, it's also about gaining and nurturing leads. B2B marketers who use blogs generate 67 percent more leads than those that do not. By offering quality content relevant to your industry, viewers can easily turn into customers.

How do we get started?

First, conceptualize content ideas that will be valuable and interesting to your audience. Ideas should be rich in insights, tips and perspectives on a well-defined industry topic.

Second, leverage trending SEO keywords to get the most out of blog content. Tools such as SEMrush or Moz's Keyword Explorer can offer easy access to common, relevant search terms in your industry. But be careful not to over-use or stick keywords in where they don't belong. Google can sense that and will penalize sites for not writing with the user as top priority. And remember: keywords should be incorporated all over the webpage, not just the body content, so don't neglect your page title, URL, image alt text, etc.

Third, encourage social sharing. The more times a blog is shared, the more search engines will serve it as a top organic result. Post your blog on your company's social channels, but also incorporate social sharing tools on the blog page itself. Make it easy for your audience to share your content with their colleagues and industry friends.

More than 50 percent of companies maintain blogs as part of their content strategies. So, what are you waiting for? Start putting pen to paper – or in this case fingers to keyboard – to increase search rankings and nurture leads.