Now, I know a lot of you say, well, there’s a component of SEO that goes into blogging, and while you are correct in that you should optimize your blog posts, I’m talking about the off page SEO versus traditional content marketing.
I’ll take blogging over SEO a hundred times out of a hundred times for this reason and this reason alone:
Let’s say you get a hundred search results showing up on your doorstep every day from SEO. The problem with just a straight organic SEO result is that the visitor coming to your construction website has no context, has no relationship with you, no skin in the game in your business.
On the other hand, if they’ve read a blog post, two blog posts, five blog posts, ten blog posts, twenty blog posts, (and if you think I’m kidding, I’m going to tell you that we have over a thousand posts and I see the stats) they get a good feeling for who you are, what your company is about and how they want you to help them!
The more time somebody spends on your website looking at your content, the closer the relationship is that you develop, which makes the sales process a lot easier.
As long as you can do that, the better the chance is that they’re going to call you because, as you all know, people buy from people they know, like, and trust. SEO can’t do that.
SEO is only half the battle. SEO has only achieved one thing: it’s only gotten them to your doorstep. What SEO didn’t do was convert.
Even advertising is better than SEO and here’s why; If somebody calls you, comes into your location or sends you an email from an ad they saw, that was an offer that means you now have an opportunity to sell them. SEO has gotten them to your door, but now you better hope your site and the page they landed on does the selling on your behalf.
A blog post gives you the ability to create that intimate conversation that you would normally have with somebody that comes in or calls you, but you get to have it with just words on a page. SEO doesn’t give you the ability to do that. So that’s why I’ll take blog posts and content marketing over SEO every day and I hope you do too.