What is a blog on the Internet

A blog is an online journal, an Internet diary, the main content of which is systematically added entries. Recordings contain text, photos, graphics, or media. Blog entries are usually short and grouped in reverse chronological order. Most often, blogs are public, with readers engaging in polemics with the blog author through comments on a post or on their personal blog.

Comments on the blog have made it a means of communication on the web, which surpasses e-mail, forums and chats in a number of ways.

Personal sites, consisting of the owner’s posts and comments on them, are also often referred to as blogs.

Blogging began to gain popularity in 1996. In 1999, San Francisco-based Pyra Labs launched Blogger.com, the first free blogging service.

Not only the structure of posts, but also the ease of adding them is a feature of blogs. It is enough for the owner of the blog (blogger) to identify himself on the web server to add a new entry. The server places the most recent messages at the top.

A blog provides an opportunity to state something once, so that many people hear it. Everyone will read the entry at a convenient time for him, or ignore it if he has such a desire.

Site structure optimization

What is an IT company website? Often the structure consists of a main page, a catalog with services, several service pages with information about the brand and contacts. For each language version of the site, there can be only a few dozen of such pages. And in cases with a unique technological product, even less.

If the number of services does not change or the business is based on the promotion of one product, then the structure remains static for a long time. This leads to restrictions on the number of key phrases for which it is planned to promote the site in search engines. At the same time, commercial keywords remain highly competitive in the information technology niche, and it is difficult for beginners to break into high positions in search results for high-frequency, but competitive phrases.

How can you beat your competitors and drive more traffic to your site? It is worth optimizing the structure and increasing the number of landing pages. How to do this with a limited set of tools? Create a blog section on the site or information media on a separate subdomain and fill it with articles with useful information for the user. For implementation, you can choose:

  • subfolder – if the CMS allows you to implement all the necessary elements of content optimization, taking into account the current requirements of UI / UX and SEO;
  • subdomain – if the site engine has restrictions on technical and visual implementations or there are other integration restrictions, including system security.

Semantic core extension

What content is suitable for creating new landing pages? The blog will help to enrich the limited core of commercial queries with a wider set of keywords in the information niche. These can be high-frequency queries related to the description of specific services, common questions from users in a certain niche, hype topics about industry trends. Or low-frequency longtail queries, clarifying the subtle details of technological processes, revealing the complex nuances of narrow-profile tasks.

Properly organized technical on-page optimization, internal linking, collection of CL and writing optimized texts will allow the site to rank in search engines for more queries in the subject and attract more potential customers to the site, bypassing competitors who do not use the blog as an additional tool to attract traffic .

Brand Expertise Confirmation

Confirmed expertise is gaining more and more weight when ranking content in search engines. Therefore, when creating a blog, you need to pay attention not only to writing articles on frequency queries, but also to confirm the expertise of the information.

Involving company employees and external experts in the niche in writing articles and comments will positively affect the ranking of the created content and raise it in the search results. In addition, not only search bots, but also site visitors will receive a positive signal. And this, in turn, will help to win the trust of users and increase customer loyalty.

Content seeding

It is worth noting that an IT blog is not only about SEO to attract organics. This is an important link in the chain of assisted conversions. One blog article becomes the basis for reposting to other brand communication channels: social networks, instant messengers, mailing lists, external platforms. This reduces the cost of generating ideas and creating a unit of content, and the number of channels for attracting traffic increases.

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