I recently came across a company that creates blogs for home improvement service firms. They post two articles each week and to their clients’ blogs.
They have a video that promotes this “super-duper” service. It emphasizes how important it is to blog regularly. “Google LOVES frequent updates,” they say. “It’s important to blog frequently in order to get your business found,” they continue.
Well…. not so fast. They are right in one way. But they are very wrong in another.
BEWARE OF COOKIE-CUTTER blogging services!
Yes. Blogging is important. It’s an excellent way to update your website often. And, yes, Google does, indeed, like to see websites that are frequently updated because it signals that your site is active and therefore more likely to be relevant, engaging and valuable to humanity.
But here’s where the plan falls short. It’s not real! And you can only “fake it” for so long before people (and search engines) wise-up.
If you want your website to rank high in the organic search results, you can’t just throw up cookie-cutter blog articles. You can’t let someone who isn’t part of your business write it.
Google and the other search engines are smart. Their job is to help us (the searchers of the world) find stuff. Google’s job is to figure out what’s real and what’s a scam. Google will see that your blog is just like 20 other companies who are also buying the same copy and posting it online. They will be confused and/or (worse) they will downgrade your website in the search results.
Blogging is about offering valuable information to the rest of the world. It’s about giving without any hope of receiving. It’s about helping people.
It’s about personality, uniqueness, and distinction.
In the old days (two years ago), companies had to spend tons of money to carve-out their uniqueness with fancy ad campaigns and quirky concepts like clowns (McDonalds), cowboys (Marlboro), and guys dressed as fruit (Fruit of the Loom).
A blog is the perfect tool to create a unique selling proposition… a differentiator…. a competitive advantage for your company in the new era of marketing. A blog helps potential customers learn about you, your company, your staff, your philosophy.
We (at MarketSmart) use our blog to help humanity. But our strategy is also one that was created with the hope that prospective clients will read the blog to see that we’re real. We care. We understand stuff they don’t want to understand.
Also, we use our blog to help current clients keep up with the right way to engage in marketing and sales these days.
We do it because we like to do it. We do it because it helps the rest of the world.
And… of course, we know that Google likes helpful, useful, original content. We realize that drives traffic to our website and delivers leads through our conversion funnels. But first and foremost, we blog because it’s good for humanity.
So beware of cookie-cutter blogs. You can’t fool Google. And you can’t fool the world. Not for long at least. Attempting to “game the system” will only hurt you and your business in the long-run.