An earlier HubSpot study shows that small businesses that blog get 55% more website visitors. While the article provides a well-supported analysis of the power of blogging, harnessing that power is not as easy as it seems.
Does setting up a blog alone result in more site traffic?
A follow-up study shows that the mere act of blogging does not guarantee more site traffic. Anyone can set up a blog and leave it idle as initial excitements fade. Businesses that actively manage a blog, however, fare much better than those without blogs.
A study of 2,168 HubSpot customers shows that businesses that published at least 5 blog articles in the last 7 days draw 6.9 times more organic search traffic and 1.12 times more referral traffic than those who don't blog at all.
The chart conveys a clear message -- active blogs are associated with and likely have an impact on site traffic. This finding coincides with common sense: out of large chunks of business-relevant content (1 post per weekday), blog readers will likely find something engaging and proceed to learn more about a company.
How do companies that already blog compare to each other? Does the frequency of blogging affect the number of site visitors?
The answer is yes. Among companies that blog, organic search and referrals traffic are high for those who published more blog articles up to date.
We can infer from the chart that blogging, which is equivalent to content building, helps attract more site visitors. The rationale is similar: more blog articles mean more chances to create something that grabs readers' attention and indirectly build up a company's reputation.
Everything takes time, but only if time is well-spent. Start blogging today if you haven't, and continue blogging if you have. In other words, take the next step whenever you are ready. Just as we HubSpotters strive to provide you more relevant, in-depth, and thoughtful analyses, we hope you carry on in the world of online marketing with courage and persistence.
Photo: Temari 09 on Flickr