What does the comments section do for you? Traditional thought is the more the better, speaking very generally. It’s an indication of blog popularity, can be helpful in regards to site backlinks, etc. But a few recent examples I’ve come across cast a different light on the traditional thought process. Bottom line: just because you’re not getting a ton of comments on each post doesn’t mean your blog isn’t working for you.
(First, let me point out that this post is in no way scientific. The minutia of comments in relation to SEO benefits, for example, will not be explored in this post.) Having said that, a few things to think about:
2) Researchers from the Warsaw University of Technology have a new study out that shows people who actually take the time to leave an online comment tend to leave a negative one. What’s more, the longer the comment; chances are the more likely it will be negative in nature. (Per this week’s inc.com tounge-in-cheek article, Permission To Dump Online Comments.)
3) Via Mack Collier’s October post (Something interesting is happening in Atlanta) that I’ve mentioned in a previous post, NCI outsources social media for upwards of 1200 clients and interestingly, the blog comments for each of their clients’ blogs are many times non-existent. Yet, the clients are extremely happy, why? Customer leads for clients.
If comments are working for you and driving those inbound leads-fantastic. But if not, don’t fret over the traditional mindset that without a steady comment flow your blog is unnoticed/ineffective.
This blog being a case-in-point. As you can see from a quick perusal of The ANB’s comments section per post, we get one or two comments every fourth or fifth post. About every tenth or fifteenth we’ll hit the jackpot with three or four comments.
The numbers aren’t blowing you away are they? But Google Analytics and the open and click rates on our weekly newsletter tell a different story. Not a lot of comments left on our blog, but we consistently receive feedback via other channels from clients and prospects and can point to at least two clients that specifically attribute the thought leadership represented in The ANB to partnering with us as a client.
So sure, comments are still important (and personally I like reading them), but more importantly, keep consistently writing the content that shows your prospects how smart you are as an agency. You’ll see the benefits, even without a 50 comment string.