Being relatively new to blogging, I have observed seven similar mistakes being made with this marketing strategy as with the traditional ones.
First, there are not enough updates (think contacts). Each posting is a message and a potential contact with your target audience. Given the plethora of websites, estimated to be well over 200 million, your blog must be updated on a daily basis. Once a month or once a week will not improve SEO rankings and definitely will not increase sales.
For example, when I started my blog I started tracking my Alexa.com ranking along with Compete.com. These free tools are great for trending analysis. What I initially observed when posting once a week was some improvement, but not significant. Then as I started writing 3 times a week, I noticed trending was improving. Finally after watching the traffic from my own C-Panel, I made the determination to write six out of seven days. After almost six months, the results have been dramatic including a 30% increase in unique visitors and 100% improvement in time on the site (stickiness). Now I post a minimum of seven times a week.
Second, content is King as they say or as I prefer Queen. Many blogs lack relevant content. There is nothing new for the reader to consume or better yet reflect upon. By subscribing to a variety of feeds, your blog can become a social media net catching great content for visitors to your site.
Not enough anchor text or hyperlinks is the third reason for failure. Linking to outside sources from the feeds you subscribe to (see second reason) confirms your point and only enhances your expertise. Also these links may improve your SEO rankings as well.
Fourth reason for failure is the lack of pictures or pictures that fail to reflect the content. All those Internet robots love graphics. Since people read or hear words and think in pictures, you have an incredible opportunity to strengthen your message by including a relevant picture. Also when you have the ability to post your blog to Facebook, this graphic can be included and may be just enough of a nudge for someone to read your words of wisdom or observation.
Using the wrong platform can be is the fifth reason for failure. From my observations, my belief is WordPress is probably the better platform at this time. First, robots appear to love it and second it is easy to use specific to reasons three and four. As I am not a SEO expert or IT specialist, this reason is based 100% on my opinion from everything I have read.
The sixth reason is not linking your blog directly to your website. By taking this action you gain a two for one advantage. Your overall website increases in SEO ranking as does your blog. Almost any competent IT person can handle this for you and if you are daring you may even be able to do it yourself.
Failure reasons one through six are for the most part logistical ones. This final reason is all about marketing and selling. The seventh reason is the on going confusion between marketing, selling and the overall sales process.
Blog are about attracting attention and building a relationship. Yes you can provide links back to your main site or a special offer. However, using at least a three to one ratio is a great guideline. For every three outside anchor links include one self serving one. This link should be near the bottom of the page and not in the first paragraph.
Blogs are very much like speaking platforms. Very few people want to be sold from the stage. And why would visitors to your site be any different?
By taking these 7 reasons why blogs fail to improve traffic and increase sales to heart, you may find within a couple of months considerable improvement to your bottom line.