ImagesMagUK_June_2024 JUNE2024 images 29 BUSINESS DEVELOPMENT AAdding a blog to your website and publishing regular blog posts can be a great way to grow your business. Here are just some of the benefits that come from blogging. 1. Drive more traffic to your website Blogs are brilliant for generating website traffic. By targeting popular keywords and providing answers to the questions that your target audience is asking, you boost your chances of showing up in the organic Google results and capturing more clicks. Publishing frequent updates on your company blog will also help your website’s SEO (search engine optimisation). Plus, you can share blog posts on social media, potentially driving even more traffic to your site! 2. Generate conversions Blog posts typically provide informational content, but there are lots of ways to casually promote your business at the same time. An easy way to do this is by including a ‘call to action’ (CTA) somewhere on the page. This could be a simple button at the end of the blog linking to your product or service, or the inclusion of your contact information so the reader can ask you for more info. 3. Grow brand authority/trust By creating well-researched, trustworthy blog content, your business can show search engines and potential customers that you are an authoritative source. This will not only help with SEO, but builds trust with your audience, too. Research topics that your potential customers are interested in or answer common questions about your product or service. Ranking highly for related keywords means your potential customers will see your company name in the search results again and again – making your business look like an industry leader. 4. Build links Of all the seemingly endless number of factors the Google algorithm considers when ranking your website, an important one is how many web pages link to yours. Blog posts can give you lots of opportunities for internal links, ie links that point from one page of your website to another. These links help users to navigate your website, plus they make the linked page look stronger in the eyes of search engines like Google and Bing. Creating useful, authoritative blog content also encourages other trustworthy sources to link back to you. This not only increases brand awareness and drives more traffic to your site, it also helps to grow your domain authority – another key ranking factor for search engines. How blogging can boost your business Royal Mail and our post service is something ingrained in our nation’s routine. Many have built their business models around it, too. Being able to package small items in a regular letter to arrive whenever suits their customer is priceless. It’s the very thing that keeps many in business, allowing them to reach markets far and wide. So, when Ofcom, which regulates Royal Mail, published a call for evidence on the future of the UK’s postal service, at the FSB we were concerned about the impact any changes might have on the economy. The Universal Service Obligation: what is it? The Universal Service Obligation (USO) means Royal Mail is legally bound to deliver letters six days a week and parcels five days a week. It’s also required to offer first class delivery and second class delivery. This requirement hasn’t changed since 2011. From 2011 to 2024 Despite the growing number of ways we can communicate, there are still more than seven billion letters a year sent through Royal Mail. On top of that, a billion more parcels were sent in 2022/23 than were mailed in 2018/19. Our figures show that 25% of businesses rely on Royal Mail. While we understand the importance of modernising a service to fit the needs and expectations of today’s society in a sensible way, that must not leave small firms feeling short changed. Changes to the USO In January, both Ofcom and Royal Mail pushed to ditch Saturday first class post deliveries. However, after FSB campaigning, this now appears to be off thecards. Now we are proposing cost-saving measures to bulk mail to safeguard regular, affordable post, preventing Ofcom and Royal Mail from downgrading second class post – which would be the beginning of the end for second class UK post. Trading essential services for shortterm savings is a slippery slope that may compromise the trust small firms place in Royal Mail. Ofcom’s role Small firms have already had to handle Royal Mail cyber-attacks and strike action and they do not deserve any more disruption. Regardless, this raises a fundamental question about who Ofcom is for: consumers, or the organisation it’s supposed to regulate? JoelDear is from ETrader, one of the industry’s leading suppliers of websites to garment decorators across the UK. The future of Royal Mail… It’s in the post Tina McKenzieis the policy and advocacy chair at the Federation of Small Businesses (FSB), which offers members a wide range of vital business services, including advice, financial expertise, support and a powerful voice in government.