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Regardless of your industry, maintaining a blog allows you to speak directly to your site users about your about your products and services and the value they can provide. Put effort and resources towards maintaining a high-quality blog and discuss your target keywords and terms in-depth. High-quality blog content, or content that discusses relevant topics in an engaging and thoughtful manner, both drives and retains traffic to your site. If you are able to create content of this quality about target keywords and terms, it signals to search engines that your content deserves to among the top search results for that and related terms. For example, let’s say your company sells watch bands, and you are targeting the key phrase “fitted leather watch bands”. With this phrase in mind, you can author a blog post that compares various types and brands of leather bands and their lapses in and out of fashion trends over the decades. Given the topic of this piece, there is ample opportunity to include your target term both in the body of your content in addition to your title tag and meta description (see above). This sort of content production engages your target customers, who are likely interested in learning more about leather watch bands before deciding to purchase on for themselves. That being said, the value of blogging can sometimes be clouded by the fact the content exists on your site, as readers may have a tough time separating your content from purely sales or marketing efforts. This is especially true for companies that blog irregularly. If readers notice that your site’s blog posts only sparingly, they will be less likely to view your post as an authority on a topic. This makes sense: If you are an expert on a subject, the last thing you want to do is avoid talking about it.
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