Although many people think of a blog as a place where people voice their opinion whether anyone wants to hear it or not, the blog has become the best way to drive traffic to a website. The blog is a page that seemingly has nothing but facts, tips, and some information.
But, embedded in the blog page is the secret to driving people to your website. If you can drive them there, they get the information about your event. And, ultimately, you have a high likelihood that it entice them to sign up.
A blog is a separate page on your race website that you update weekly or even bi-weekly. It is a page where you put tips and tricks along with information for racers. But, it is also a tool that triggers search engines like Google to match people looking for an event in an organic search to find you. The information contained on your other pages like “about us” or “contact us,” are static and unchanging. The blog, however, is there to trigger search engines on a continual basis.
The way that search engines work is when someone types in a keyword or key phrase like “marathon in Chicago,” the search engine's job is to find the most relevant sites to direct the viewer. But, it isn’t a once and done proposition. Google has algorithms that work while you sleep, even right now, that continually resort and reclassify according to the most current matches.
Your static information pages aren’t going to change, because they give information that is necessary, and they shouldn’t. If you aren’t adding new content, however, then your site is going to be left in the dust.
If other races in your category are continually churning out new pings and matches, that is going to push you down pages. What statistics indicate is that if you aren’t found on page one, 97% of the time no one is going to see you. Only about 3% of internet users go to page two. So, if you aren't on page one you have lost an enormous chunk of your niche target
Keywords are words that people who are looking for you will probably enter into their search to find your organization or race. If you are running a 5k, that would be a keyword you would use, "5k". A key phrase is a long-tailed keyword, which means that it involves a string of words like “5k in Chicago”. But, there are a host of keywords and key phrases that will drive traffic to your site, you just have to know how to formulate them.
Your blog is also a page that connects you with the race-industry to further your credentials. When you are updating your blog, you want to add links to highly accredited sites to show that you are relevant. By adding links to pages on your website, you are also increasing the potential for viewers to click onto another one of your articles. And, those clicks count as repeat visits.
Unfortunately, yes, if you don’t know what the blog page is for and you chalk it with words that don’t relate, you tie yourself to other industries that are nonsensical, or you use misinformation or mediocre content, it can hurt you.
Google calculates something called the “bounce rate.” It is the amount of time that someone views your website before they bounce to another website. If your bounce rate is high because you aren’t providing the consumer with anything of value, that is going to be a hit to your site ranking.
But, the good news is that if you use relative and value-added content, that will not only decrease your bounce rate, it will likely have people return to your blog again and again. Every time that you have someone return, it is called a repeat hit. A repeat hit is calculated and considered a better mark to your website’s relevance than a first-time view. So, the blog can hurt, or it can help you in many ways.
The website information about your event isn’t going to change. But, if you want to increase your website ranking so that people not only find you easier but find you on page one, you have to use your blog to trigger Google on a frequent basis.
Choose blogs that are value-added and relevant like “5 Ways to Heal Heel Blisters for a Marathon". That way, you are giving runners information they need, and, at the same time, increasing viewer traffic who will eventually sign up and register. If you use the blog right, it can be your greatest asset. Beware, however, if you use it wrong, it can be your race's demise.
If you are looking for ways to drive traffic to your race event, try a blog. To gain even more viewers, advertise your event on world marathons today. If you use all the best tools at your disposal, you will get your website ranking and your participation rates where you want them to be.