There seems to be many rules about Web site maintenance these days. Twitter this, SEO that – sometimes it’s hard to keep up. Of all of the rules of thumb to obey, one rule stands out above the others: your company needs a blog.

Blog writing is important for many reasons. For starters, generating new content keeps people coming back. For your current customers, think of blogging as a way to write press releases in a way that will engage them and keep them updated on your products and services in a more personable way. Also, continuously writing articles about your business and industry can make your customers (both current and future) feel confident that you are well-researched in your field. Subscribing to a few blogs by other professionals in your field is not only a great way to learn more about your industry, but network with other people.

Blog writing also allows your site to be noticed by search engines. By constantly providing new content with specific keywords, it is more likely to move up the results list on Google.

Finally, blogs give you an opportunity to bookmark each entry on a social networking site like Digg, Delicious, StumbleUpon or Reddit. By reposting each entry on different sites, you increase the chance of being discovered by different audiences, all of which will be directed back to your company’s home page. Providing the opportunity for site visitors to bookmark each page on each entry also expands your potential audience.

While it may seem like a big responsibility, blogging pays off in a big way.

Jessica Swink is a freelance writer specializing in articles about SEO for travel Web sites and professional SEO writing services.

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