A business blog today is much more than an online journal for companies to share news and views. An effective blog can change the way your customers perceive your business. As your credibility becomes increasingly evident, a growing audience starts to recognize the distinction between you and your competitors.

Your business blog can truly transform the way the world sees you - and the best part is, you are in control to shape and nurture this image for greater profitability and to establish yourself as a leader and authority. Like most people, I am much more inclined to purchase from someone who I perceive as an authority in their field.

Humanizing your business

We encourage blogging at least once a week, especially since it will increase SEO ranking by on-page optimization, off-page optimization (link building), and content creation. The value of a handshake and a smile is priceless. A blog shows the human side of your business, and that you aren't just an anonymous Internet entity.

Blogs are an excellent tool to share your expertise, inform your visitors about trends and developments, build additional web traffic, and connect with potential customers on a personal level. Blogs will make you more reputable, conveying to your audience that you "really know your stuff".

Remember, we are at the mercy of Google's algorithm rules, and blogging makes your website more active and content rich (great for SEO). It's another medium to promote new products and will offer quicker feedback than other methods.

What should I blog about?

- Social Media. The business blog should link to your social media such as Facebook, Linkedin, and Twitter.

- Promotions and Contests. If you run frequent promotions, you can use a blog to highlight them. Contests and games are great for your blog. They are fun, and bring your customers back for more.

- Frequently Asked Questions (FAQs). If you get a lot of inquiries and comments via your website, you can post the most common questions on a blog.

- News. The most common use for business blogs is news, usually about industry news and your company.

- Photo Blog. A daily photo and a short description can be quite compelling for your customers.

- "What's New?" If you add new articles, information, or products regularly, it can be difficult for your customers to find out what's new. A quick summary blog of "What's New" is the solution.

- "What's Coming?" You can use a blog to pique interest in future products or projects. Also, a "Comments" feature on your blog will invite feedback and testimonials.

Content is king

Ultimately, even though increasing organic traffic is important, for a blog to succeed and last long, it is more important to write clear, compelling content for human readers. Add links within your blog posts pointing back to other important pages that will help your rankings. Make sure the information you provide on your business blog is meaningful to customers and updated frequently, so they have a reason to return. Engage visitors in a dialogue. Filter out spam and profanity, but encourage comments, views and opinions without moderating them too much.

Every blog article and post is an SEO opportunity. You can't realistically optimize your site for every long search term, but you can certainly target niche keyword phrases. Each keyword or phrase should be within the first sentence or two of your blog.

Common mistakes to avoid

Don't just talk about your products; instead offer useful, free information that people can use. Blog articles garner links because they are interesting and informative. Google will see that and increasingly see you as a reputable site.

Don't use corporate rhetoric and jargon that only a few will comprehend. Use common terms, and keep the sentences simple and concise. Don't procrastinate! Search engines are constantly looking for new content, so blogging consistently ensures freshness on your site. Be confident that transparency is the best policy, and customers will reward your candor.

Remember, your blog is not the platform to emphasize a "call to action." We will do that elsewhere. You are blogging to inform your visitors and to become a credible source, both for your customers and for Google. Blogging will help your SEO, increase traffic, and generate more leads and sales. The evidence is clear. Our clients who blog regularly see a quicker rise to the top of their search rankings.

Jacob Myong is a WSI Internet Consultant with The Coeur d'Alene Press. He has worked in digital media for over 15 years. Email Jacob@cdapress.com or call 208-416-5173. www.cdainternetmarketing.com