Bigger Business Blogs Better Lead Bringers

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Business blogs begin generating significantly more leads when they have a median of 24 or more articles posted, according to research by internet marketing firm Hubspot.

Businesses with blog article numbers above this critical threshold are likely to have enough content to make a significant impact on search engines through additional indexed pages and new keywords with which to associate. In addition, other sites are more likely to link to a blog that offers a steady stream of content. Businesses with blogs of 24-plus articles are more likely to be committed to updating their blog frequently and, thus, are likely to generate more traffic from referring sites.

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Business blogs that have 0-11 articles posted will generate a median of three leads. Once blogs reach the 12-23 posted article threshold, this median dramatically rises to 10. However, blogs with 24-51 posted articles generate a median of 13 leads, and will generate a median of 23 leads when the posted article threshold reaches 52. This represents 77% lead growth, more than twice the 30% lead growth that occurs when the number of posted blog articles reaches 24.

Businesses with Blogs Generate 67% More Online Leads
Businesses with blogs generate 67% more online leads than businesses without blogs. A business with a blog will generate a median of 15 online leads, compared to a median of nine online leads for a business without a blog. Blog size does matter to a degree, as businesses with a median of 10 blog entries or less report similar online generation numbers to businesses without blogs.

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Advice for Bloggers
Based on its research, Hubspot offers the following advice to business bloggers:

  • Increase the number of keywords marketers rank for in Google. Through blogs, marketers have the opportunity to create unique content that can be different from their web site content. They have the potential to significantly increase the number of keywords they rank highly for in Google.
  • Generate inbound links. These are a central factor in Google’s organic search ranking algorithm. Other related sites are likely to link to a blog that provides interesting and fresh content.
  • Increase repeat visitors.Blogs give visitors a reason to come back and interact with sites.

Google Page Indexing Creates Leads
In addition to blogging to generate online leads, the more pages a company has indexed by Google, the more leads it will generate, according to related research by Hubspot. There is a strong positive correlation between the number of Google indexed pages and median leads. An incremental increase of 50-100 pages indexed by Google can cause lead growth in double-digit percentages. For example, going from 60-120 indexed pages to 121-175 indexed pages can increase a company’s median leads from seven to 12, creating 58.3% growth.

The most significant improvement in median lead growth comes when a company increases its indexed pages from the 176-310 range to the 311-plus range. Median leads skyrocket from 22 to 74, representing triple-digit 236% growth. After exceeding the 311 indexed pages mark, median lead growth subsides.

Google Page Indexing Creates Leads

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Getting your site ranked highly on search engines is one of the fundamentals of SEO, just how you go about that is a topic which creates a lot of discussion, which method works best, and is off page optimisation more effective than on page optimisation, and how valuable are links or votes that are directed to your site from other web sites on the net.

I’ve always worked on the premise that I get as many of these factors working for me when optimising a site and a very effective tool to get high rankings is relevancy to the subject you’re trying to rank for. Getting as many of your URL’s or pages indexed by the search engines can lead to an increase in both traffic and conversions. So I thought this research from HubSpot would be of interest to you.

The more pages a company has indexed by Google, the more leads it will generate, according to research by internet marketing firm Hubspot.

Incremental Indexed Pages Can Cause Double-digit Lead Growth
There is a strong positive correlation between the number of Google indexed pages and median leads. An incremental increase of 50-100 pages indexed by Google can cause lead growth in double-digit percentages. For example, going from 60-120 indexed pages to 121-175 indexed pages can increase a company’s median leads from seven to 12, creating 58.3% growth.

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The most significant improvement in median lead growth comes when a company increases its indexed pages from the 176-310 range to the 311-plus range. Median leads skyrocket from 22 to 74, representing triple-digit 236% growth. After exceeding the 311 indexed pages mark, median lead growth subsides.

Size Not Critical Factor
Overall, Hubspot research indicates that size is not a critical factor for achieving significant volumes of Google indexed pages. Size and number of pages are mildly positively correlated, mostly in the extreme categories of indexed pages.

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While HubSpot’s large customers formed the biggest group with 311 or more indexed pages in Google, small and medium-sized customers together outnumbered large ones in this category, 57% – 43%. In addition, small customers formed the largest group with 176 to 310 Google indexed pages (39%).

As might be expected, small customers do form the largest group within the less than 60 (53%) and 61-120 (54%) indexed pages categories.

Marketing Takeaways
Hubspot advises marketers considering a Google page indexing program to use the following techniques:

  • Build page volume: Consider starting a blog to quickly increase the number of indexed pages.
  • Improve each page’s optimization as per Google’s methodology to maximize chances of having all corporate web pages included in the index.
  • On-page search engine optimization: Place keywords in the right places on web pages such that Google and other search engines know what each page of a company’s web site is about, and what keywords to rank it for.
  • Off-page search engine optimization: Build inbound links from reputable sites, thus demonstrating a company’s popularity to search engines.
  • Inbound links do not generate more leads, but do generate more unique visitors.

Google Dominates Core Search
Google Sites clearly dominate US internet users’ core search activities, according to comScore. In March 2010, Google Sites led the core search market with 65.1% market share and 10.05 billion core searches, up 6% from February 2010. Both of these statistics represent the continuation of long-term core search trends.