As a blog writer, I couldn’t help notice WFYI’s magazine feature about Avon car dealer Terry Lee, and Lee’s approach to what he calls "the car buying experience".
"We recognize that our customers’ first visit should be a fact-finding mission," Lee says. "So, right off the bat, we give them all of the information they’ll need to make an intelligent buying decision."
That advice is right on target for corporate blogs. Online searchers arrive at your blog on a fact-finding mission, looking for information about what you do, what you sell, and what you know about. Give ’em the information they came to find – and quickly. Posting fresh, original, and relevant blog content that relates directly to the purpose of the reader’s search is exactly how you’ll reassure search engines – and ultimately searchers – they’ve come to the right place to get the facts.
Make no mistake about the importance, for any business, of winning "organic search" (meaning non-paid advertising on the Web). Since 2002, according to the Pew Internet and American Life study, the number of Internet users who search at least once a day has risen to more than 60% of U.S. adults, beating out other online activities such as reading the news, checking the weather, researching a hobby, surfing for fun, and visiting social networking sites.
It is still true that most businesses do not blog today, as blog mavens Shel Holtz and Ted Demopoulos point out. Yet the number of businesses that do, and gain benefits, is growing steadily. Different blogs can have different purposes. But if you are blogging for business, which is the area of my expertise as a professional ghost blogger, remember that your readers are on a fact-finding mission. The earlier, and the more completely, you give ’em the facts (remember Dragnet, the old radio show – "Just the facts, Ma’am!"), the more likely you are to convert searchers into customers and clients!