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Home > Digital Marketing Blog > Why Landing Pages are Down and Blogging is Up

Why Landing Pages are Down and Blogging is Up

Why Landing Pages are Down and Blogging is Up
April 2, 2019

Why Landing Pages are Down and Blogging is Up

Apr 02, 2019
Jaren Nichols
Jaren Nichols is Chief Operating Officer at Zipbooks, free accounting software for small businesses. Jaren was previously a Product Manager at Google and holds an MBA from Harvard Business School.

One of the primary goals of digital marketing is getting prospective customers to your website—where conversions happen. Landing pages are created specifically for this purpose, and they work well for targeting specific keywords and locations. 

However, blogs (hosted on your business website) can drive even more traffic and sales if they are done right.

While landing pages have a clear call-to-action, blogs appeal to the modern consumer’s desire for authenticity. As the cornerstone to your content marketing strategy, blog posts tout the benefits of your product while creating a natural, informational, and engaging experience. 

Still not convinced? Here are 5 reasons why landing pages are down and blogs are up.

1. Provide Real Value

Odds are, users are finding your pages through a search engine. Google alone process more than 70,000 searches per second. And search algorithms are beginning to favor quality, in-depth posts over fluff. Landing pages may be chock full of promotional content, but if they offer nothing of real value to your readers, they won’t rank in search results.

As you blog for improved rankings, shoot for 1000 words or more. The average content length for high-ranking posts is around 1900 words, though you may not have that much to say on a particular topic. That’s okay, short is better than substanceless. Keep your reader in mind and provide practical, detailed information.

Users also favor visuals over dense blocks of text. Many landing pages do this well, but blogs sometimes miss the mark. Remember that you are writing for a human, not a machine, and try to catch their attention with rich media elements. 

When you include videos and images, however, be sure to include image descriptions in your markup. Media files are more and more appealing to the modern internet user, but Google still cannot read these files, so it’s crucial that you take the time to include titles and keywords that make sense and are relevant to your page.

Whoever stumbles across your blog post should be able to get real value out of it, even if they are not in the market for your product. Giving away free information is a great way to build positive associations with your brand and credibility for your website

2. Boost SEO

Neil Patel described SEO and content marketing as PB & J—delicious on their own, but so much better together. Business owners who maintain regular blogs, don’t have to hire someone else to boost SEO for them, they are doing it for themselves every time they write a new blog post.

The content you are creating for your blogs will improve your chances of ranking in search engine results when you focus on the best keywords. Create blog posts that target keywords that are within your reach: good search volume, low competition, and relevant to your business.

And focus on developing high-quality posts—articles, lists, and long-form content have risen in the rankings while landing pages focused on products and features have fallen.

Besides, business owners often create their landing pages and then forget about them. Blog posts are published often and show the search engine (and the user) that you are active and relevant. Every time you post a new article, you are creating a new, indexed page on your website, meaning that there is more searchable content for your prospects to find. 

A blog that looks like a graveyard will be an immediate turn off to readers and to search engines. Try to post as often as you can, at least a couple times a month. If old content becomes dated, take the time to update it—bloggers who update older content are 74% more likely to report strong results

Search engines value fresh content and customers value an authentic brand voice.

3. Build Links

A critical part of SEO has always been link building — even Google has admitted that backlinks are one of their top three ranking factors. And while you can try to build backlinks to a landing page, linking back to a genuinely relevant and helpful blog post is more effective (and way less salesy).

According to an Ahrefs study, 55% of pages don’t have a single backlink. Their research proved that a linear correlation exists between the number of referring domains and search traffic. Which means link building needs to be a crucial element of your digital marketing strategy. Blogs fill this need, not landing pages.

Building backlinks on your own depends on doing a little bit of keyword research so you can target things that people are actually searching for. Obviously, if no one is searching for what you talk about in your blogs, you’re not going to get any search traffic. So create blog posts that are relevant to those topics and seek out opportunities to link back to your post. 

A popular way to get inbound links is by guest posting.  Regularly produce content for sites similar to your own and collect guest posts from others—it is most successfully done as a partnership.  Focus on writing and collecting high quality, insightful posts that have real value for your followers. Guest posting increases backlinks to your site, creates good faith between business owners and adds greater value to your niche audience.

You can also build up the integrity of your own site by integrating internal links to your own blog posts and webpages. 

4. Track Consumer Engagement

While simple landing pages are great for giving your customers a taste of your business, they don’t provide much data for you. Blogging, on the other hand, provides valuable insight into your target readers’ behaviour and interests.

Tracking which blog posts perform the best will help you create content in the future that your customers actually want. If you have a comment section, your readers can engage with the post and with each other, and you will be able to respond to any questions they have. These comments and your responses are another way to show Google that you are active on your blog, providing fresh content to the search engine and establishing you as an expert in your industry.    

There are lots of great tools that help you to explore the volume and difficulty of your keywords as well as monitor the engagement of your target audience. Google Analytics is probably the most popular SEO tracker and for small businesses, it’s free! Other tools like Moz, SEMrush and Ahrefs will also help you stay up-to-date with traffic, demographics and keywords.  Whatever tool you choose, tracking engagement data will help you better understand your human audience and create content better suited to them.

5. Establish Brand Voice

A consistent tone of voice is paramount in any business. It gives your business a personality—letting your customers know who you are, why you are different and why they should trust you. Brand loyalty is one of the strongest motivators for return customers.

If you’re a sole proprietor or freelancer establishing brand voice is easy—after all, your brand is just you!  But even if your business is larger, you should take the time to create a consistent voice that resonates with your target audience.

Give careful consideration to the words and phrases used in your written content. If you haven’t done so already, shift from highly technical jargon to conversational, straightforward answers. Infuse your writing with personality and be wary of spamming.

Your voice should be consistent across every marketing channel. If your social media pages are professional and informative, then your blog should match that tone. If you host a podcast that is light-hearted and humorous, then followers should be able to come to your blog for similar content. 

While landing pages have their place when it comes to showcasing your business, nothing is quite as effective as blogging when it comes to engaging with your customers on a personal level and letting them know that you are on their side.  

Choose to Blog

While landing pages have their place in marketing, it’s no longer enough. To engage with your customers on a personal level and give them the authenticity they crave, you need to keep a blog. 

Blogging is the first step in an effective content strategy and a powerful tool in lead generation. Brands who blog are 13 times more likely to experience a positive return on investment. If you can blog consistently, you will find even more success. In a recent study, Hubspot found that companies with over 400 pages of content got 6x more leads than those with less than 100 pages.

Businesses need to make an extra effort to stand out from the crowd and communicate with their customers. While blogging may seem like it doesn’t produce immediate results, it will pay off well in the long run.
 

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