Blogging's Impact on Website Traffic and Leads

Posted on December 1st 2012

Blogging's Impact on Website Traffic and Leads

Blogging has long been touted by marketers as a powerful business marketing tool. Personally, my bias generally takes me to the Search Engine Optimization benefits of blogging . . .

  1. Blog articles provide linkable content for developing backlinks.
  2. Search engines like large websites. As each published blog article is considered a webpage, your website performs better in search as you publish more articles.
  3. Each blog article gives you the opportunity to highlight, and show up in search for, a different set of keywords.

. . . but there are many other benefits, including positioning yourself or company as an industry thought leader, customer relations, building trust with clients and prospective clients, establishing an open communication channel with your community, potential cost savings when compared with traditional marketing, and increased traffic and leads.

“Did you say Traffic and Leads?”

Ahhh . . . the magic words for small business owners everywhere. When I speak with small business owners, they typically want to know what impact (blogging) will have on the bottom line – their website traffic and lead generation?

HubSpot recently released research data that will help answer this question for business owners. The study was based on the analysis of over 7000 businesses that are active in blogging and social media.

* The numbers on the vertical axis on the following graphs, represent indexed numbers rather than absolute numbers. The index numbers standardize the results across the 7,000 businesses and make them easier to compare.

Impact of the Amount of Website Content on Traffic

This is one of the SEO benefits of blogging that I always go back to. Every blog page you create is another webpage that can be indexed by the search engines – search engines like content – the more the better. In addition, more content will mean more keywords that your site could rank for.

Content and Website Traffic

You can see that traffic increases as the website grows, but really begins to accelerate at about 400-500 pages. Although this is true of B2B businesses, it is even more pronounced in B2C companies.

Blog Traffic: B2B vs B2C

The Impact of Website Content on Leads

As would be expected, more website content results in more leads.

Website Content and Leads

Interestingly, although B2B companies receive a smaller boost in traffic from the increased content production, after about 400 pages, they typically generate more leads from the content.

B2B blog leads vs B2C blog leads

How Often Should You Blog?

This a commonly asked question, and not surprisingly,the simple answer is that the more often you post, the more traffic your website will get.

number of blog posts and traffic

Both B2B and B2C companies see a substantial increase in traffic once blog production moves to an average of 15 articles per month.

B2B vs B2C monthly blog traffic

Total Number Published Blog Posts

Traffic increases become more significant after 50-100 blog posts. Keep this in mind when you first begin a company blog. Be patient and consistent. Give it time to grow.

Total number of blog posts and traffic patterns

 

B2B vs B2C web traffic compared to total blog posts

Impact of Total Published Blog Posts on Different Sized Companies

The data reveals that blogging increases traffic at small, mid-sized, and large companies, but it is has its greatest impact on small businesses.

Impact of Total Published Blog Posts by Company Size

 Impact of Total Published Blog Posts on Leads

Impact of Total Published Blogs on Leads

Again, leads will begin to increase more quickly after 50-100 posts, so be patient.

Smaller companies will see a greater benefit, but companies of all sizes can gain leads through blogging.

blog leads by company size

Other Amazing Stats!

  • Websites with 51-100 pages generate 48% more traffic than websites with 1-50 pages.
  • B2B and B2C companies with 101-200 webpages generate 2.5X more leads than those with 50 or fewer pages.
  • Companies that increase their blogging from 3-5x per month, to 6-8x per month almost double their leads.
  • B2B Companies that blog only 1-2x per month, generate 70% more leads than those that don’t blog at all.
  • The average company will see 45% growth in traffic when increasing blog articles from 11-20 to 21-50.
  • B2C companies see an average increase in traffic of 59%  in moving from a total of 100 articles to 200.
  • Companies with over 200 blog articles have 5x the leads of those with 10 or fewer.

Thank for reading. As always, your comments and questions are welcomed and appreciated!

Related Work:

 Better Blogging: Strategies for Advisors

Financial Blogging Round Table Discussion (Webinar)

2012 Top 10 Financial Blogs

7 Financial Blogs to Follow

Brent Carnduff

Brent Carnduff

President, Echelon SEO

Brent is the founder and president of Echelon SEO - an Idaho based Search Engine Optimization firm.

I am a husband, father to 2 great teens, business owner, holder of 2 master's degrees, wanna be writer, aspiring speaker, and out of shape cyclist.

See Full Profile >

Comments

Samuel Chan
Posted on December 5th 2012 at 3:06AM

Hi Brent,

Thank you very much for the above post. The article is very neatly written and data well presented. I've read that report first hand from HubSpot but your summary makes a very refreshing and easy read.

The most interesting finding, for me at least, has to be this,
"B2B Companies that blog only 1-2x per month, generate 70% more leads than those that don’t blog at all."

While a lot of the above statistics shows only part of the picture and are not definitive on its own (the selection bias, the effect-causation bias etc.,) the idea is clear and unmistakable. Blogging IS crucial to lead generation and conversion.

Thanks again Brent, good work!

Samuel Chan
www.OfficialSamuel.com

Brent Carnduff
Posted on December 5th 2012 at 4:48AM

Hey Samuel,

Thanks for reading and taking the time to comment. Absolutely agree - "Blogging IS crucial to lead generation and conversion" - that's the message that small business owners need to take from this - it works!

cathlynP
Posted on March 21st 2013 at 3:56PM

Interesting statistics. The online market is getting more and more competitive each day and companies who can take full advantage of blogging will definitely generate more leads. Blogging, which may look easy to do, can also be challenging to master. Just like a website, blogs also need to be designed well. I’d like to share this article about the 3 Cs of driving website traffic: http://smallbusiness.printplace.com/2012/12/14/the-3-cs-of-driving-website-traffic/. The Cs can also be applied to blogs. Check it out. It’s a great read.