by John Jantsch
Every so often I get asked if blogging still matters now that we have Tumblr, Facebook and Twitter. That question used to frustrate me greatly until I started making this distinction.
No, the act of blogging itself does not matter any more, but the act of consistently creating education based content that is easy for search engines to find and index, easy to share, attracts links, creates a searchable and archivable body of work on a subject and will never be seen as inorganic by Google has never, ever been more important.
It just so happens that what I’ve described is easily accomplished through the use of blogging software that runs your entire site. Every aspect of this site is built on WordPress – landing pages, contact pages, about us pages and this page. It puzzles me why people still fight this notion or why they would ever consider entrusting their content assets to Facebook or some other social network flavor of the month.
Using blogging software is not a trend or tool or even a behavior, it’s the single most important marketing element of your Total Online Presence and attempting to build a business today without using blogging software as your foundation is simply indefensible.
No matter what the excuse – we don’t have the time, we don’t know what to write, we tried it once, our customers don’t read blogs, our dog ate it – the cost of not actively creating and housing valuable content online is too high and you are absolutely kidding yourself if you think engaging prospects on Google+ with the occasional profound bit of banter is enough.
Blogging is stablest form of SEO
Google likes to keep the SEO community on its toes and every so often adjusts how it ranks sites often penalizing some practice it sees as an unnatural attempt to gain an advantage.
To my knowledge, high quality, keyword rich, education based, properly formatted, highly linked to and consistently updated original content has never been penalized.