Blogging is the most difficult and time-consuming aspect of a long-term SEO strategy, but it is also a valuable business tool if managed well. Keeping up with a blog requires dedication, creativity and focus, which is why so many authors falter and quit after only two or three months. Rather than invest in a blog, many businesses now rely on social media, reasoning that short tweets and status updates are easier to maintain and reach a wider audience. Integrating both blogging and social media use, however, is the most effective way to bring in potential customers and keep them coming back for more.

Attracting New Readers

The trouble with social media marketing is that it only reaches those individuals who have already chosen to follow a business. Promotions and contests encourage sharing but do not always result in conversions. A blog, on the other hand, targets new readers with specific answers and promises those more. More importantly, a blog prompts greater interaction than social media because it is hosted on the same domain as the business itself. A well-written post invites readers further into the website. It may generate a bookmark, newsletter subscription or even a sale. Facebook and Twitter reach out to users, but a blog brings them in and keeps them engaged.

Building Brand Loyalty

Once a reader has decided to follow a business, social networks become more important. A link to the latest announcement or sale can be broadcast over Twitter as an easy reminder to subscribers, but it shouldn't be the end of a company's retainment efforts. Regular blog updates provide valuable information and keep a brand fresh in customers' minds. A person who has invested hours reading a blog is more likely to turn to that business when in need of a product or service. A website is forgettable; a blog gives visitors a reason to come back.

Establishing a Reputation Online

Besides entertaining readers, a blog also creates a reputation of authority and can be used to improve name recognition within a niche. For any market, there are thousands of would-be amateurs making false claims and disappointing consumers. Thanks to these competitors, proving your knowledge and reliability is more important than ever before.

A seasoned blog combats skepticism more effectively than reviews and testimonials. It is tangible evidence of consistency and experience. It says, "I've been here a while, I'm motivated and I'm not going anywhere." Guest posts on similar blogs act as an endorsement by other experts and are also invaluable for boosting SEO through back links.

SEO Benefits

Google and other search engines place a premium on fresh, useful content, meaning blog posts are more likely to rank well than a static page. Each new post can be targeted toward a new keyword phrase, without having to worry about its place in the site's navigational structure. Tagged pictures appear on image searches, offering yet another way for traffic to reach the page. Guest blogging is now a critical SEO method, as it is one of the only legitimate ways to build back-links. No matter how much or how little time you put into a blog, its benefits are too numerous to be ignored, and it should be part of any business' online strategy.