You might have noticed that pretty much any company also features a blog on its website. There’s a reason for that and ultimately it comes down to reeling in more clients through SEO.
We’re going to take a quick look at why blogs are essential for your business and how they work toward helping your business grow.
Keeping your website current
New content shows someone is still updating the website and it’s not forgotten. Think about it, if you visit a website and see that the last time they updated their blog was 3 years ago, that’s going to raise some questions. You almost immediately lose trust in that company and whatever it is they’re trying to sell you.
On the SEO side of things, Google’s always looking to provide searchers with the most relevant and up-to-date information it can. If your website is updated regularly, Google sees this, and it knows you are constantly adding fresh content to it. This leads to it being indexed more frequently and also shown to searchers more often.
Plus, when people see you are constantly adding new and useful content to your blog, they have an incentive to subscribe and come back for future articles.
Adding a blog to your website allows you to reach a wider range of queries in search engines. For example, if you search for “how blogging helps with SEO” (maybe you that’s how you actually got here), you are guaranteed to get search results that are filled with blog posts.
The myriad of subjects discussed on your blog will generate more diverse results than your landing pages otherwise could. This means that if you’re not blogging, there are a lot of potential visitors you will be missing out on.
Holding on to visitors for longer
Google naturally wants to provide searchers with the best possible results, so if someone clicks a link in a SERP (search engine results page) and then immediately comes back and clicks another one, then that tells Google that the first link wasn’t relevant for those specific search terms.
Someone who lands on a blog post from the results will likely spend more time on your website as they go through your post. If you link to other blog posts within your blog post (internal linking), that will do even more in the way of keeping visitors on your website. If the information is relevant and of good quality, they will jump from article to article looking for more information.
One way of keeping visitors on your website for longer and getting them to consume more of your content is to write somewhat less detailed articles on several inter-connected subjects at once and then write other, individual articles on each of those subjects. The initial article will act as a sort of central hub that does a decent job on its own of informing readers, but also expands into other articles for those who want more in-depth information.
This is kind of like writing articles which are part of a series, with the addition of that central hub article which will also be a good opportunity for more internal links to all those other articles.
When Google assesses a website’s value, it looks at your expertise, authority, and trustworthiness – or EAT.
Maintaining an active blog shows your website visitors that you are an expert on the topics you write about.
An active blog and expertise lead to incoming links and mentions, and this earns you authority. In turn, this will lead to earning Google’s trust and improving your trustworthiness.
Securing all these factors will automatically improve your ranking in SERPs, and the best way to do this is through blogging.
Having more indexed pages
As we’ve already established, search engines like websites that are trustworthy. Their goal is to offer relevant and reliable information to people and one of the ways they measure credibility is by the number of indexed pages a website has.
Search engines correlate more pages with being a richer source of information. While their algorithms are much more complex than this, if you do have more indexed pages that are blog posts, it will certainly help you with SEO.
Improving internal linking
The whole idea behind internal linking is to help visitors with navigation between relevant pages, establish hierarchies, and spread “link juice.”
Blogging is great for internal linking. The more you write, the higher the chances that you’ll mention subjects in your posts that you’ve already written about. This is a great opportunity to direct your readers to those posts for more information on that subject.
Targeting more keywords
Writing about subjects relevant to your niche is a great way to target keywords which you otherwise couldn’t through your landing pages.
For example, let’s say you’ve already optimized your landing pages for each of your services and you’ve also optimized your homepage for your main keywords. That alone won’t be enough to get you more organic traffic because there are likely hundreds of other websites in your niche already targeting those keywords.
Getting backlinks is a good way to improve your rankings, but if you’re not offering content that is valuable to people, few webmasters will want to link to your website.
This is where blogging comes in; you start a blog, perform keyword research to see which search terms are most used in your niche, and start using them in the content you publish.
You can target either long-tail keywords, which are longer and more specific keywords with lower search volumes but higher conversion rates, or short-tail keywords which can be very competitive and expensive with huge search volumes, but less specific and which don’t convert as well. Or you could target both long-tail and short-tail keywords for optimum performance. After all, it’s free. The tricky part comes when you want to advertise with PPC and you have a budget you need to manage. More on that here.
Engaging your audience on social media
It’s not uncommon for companies to struggle with the content they should share on their social media channels, and blog posts are a great option:
- they keep your social media channels updated and relevant
- they keep your target audience engaged
- they improve your social media presence which in turn is a signal to Google that you are trustworthy
You should always share blog posts on your company’s social media accounts. When you do, be sure to also include a short summary of the post, preferably also including some of those keywords you are targeting.
In a nutshell, backlinks are links from other websites to yours. While internal links are important for SEO, external links or backlinks can help a lot more with ranking high in search results. Incidentally, backlinks are also the toughest to acquire.
When a reputable website links back to yours, it tells Google that you’ve clearly got something good to offer too. The first step to getting backlinks is having quality content on your blog; that’s the whole reason other websites will link to you. Sure, you can get backlinks without having a blog too, but it’s much more difficult and simply cannot be achieved to the same extent as when you’ve got a blog with constant and quality content published on it.
If you’ve got that, other authors will notice you and begin linking to your content when they believe it can offer something to their own readers. The good thing is you don’t have to wait to get noticed; it’s common practice to reach out to other authors that you think might benefit from knowing about your content. The bad thing is that this takes up a lot of time and not everyone you reach out to will necessarily go on to link back to your website.
Your main focus when blogging is to be a source of good information for your visitors and lend a helping hand with whatever they are looking to learn.
Being helpful to your visitors means your website is valuable to them. They will be more likely to trust you in the future, come back to read more of your content, and share your content with their online friends.
They will also be more likely to become customers or recommend you to potential customers if you win them over with your content.
Getting more traffic
The more quality content you publish on your blog, the more useful it will be, and people will want to read it and share it.
The better you rank in SERPs if you follow the advice above, the more traffic you will get to your website, which in turn is also a ranking factor for search engines. They see that your website is visited often and assume that people are interested in your content. As such, the algorithms they use will boost your position in the results and further improve the traffic you get to your website.
Blogging about industry specific topics can not only build a following, but it builds your credibility with both current and prospective clients – not to mention search engines love it too. Blogging gives you more ways to be found and it gives people reasons to keep coming back to your site.
If you write well enough and become an authority on the topics you write about, people will turn to you for information and help and will also refer to your work when they need to – so this helps with getting backlinks, too.
All this attention will inform Google that people care about your writing. It will see that they are attracted to your website and will know to push you higher in their SERPs.
Getting guest writers to write content
Partnering with someone on a guest post is a great way to diversify your content and capitalize on that person’s popularity and credibility.
You do, of course, have to be vigilant when screening potential writers and ensure that whoever you end up reaching out to is well versed on the subject they will write on and most importantly, relevant to your target audience.
Getting someone to write for you is kind of like an endorsement, which means you earn credibility. It also gets you more exposure to more potential customers within your guest writer’s following.
Answering your customers’ questions
Answering your potential customers’ questions and concerns before even speaking with them is a great opportunity to increase sales and improve user engagement.
Blogging about your products or services will go a long way toward proving your expertise and showing visitors what they stand to gain by choosing you over your competitors. Think of any potential questions or concerns they may have and try to address them in your content, so they feel satisfied with what they’ve learned without even having to contact you.
Connecting with your audience
As you can tell from the points above, blogging also helps with connecting with your audience. If people in your audience keep visiting your website, interacting with you through your articles, and overall establishing a connection with you and becoming regular followers, then you’ve pretty much accomplished what you set out to do. After all, this is the point of all the SEO work you’re doing.
Before we finish up, it’s important to remember that having a blog alone is not enough if you don’t make efforts to publish quality content on a regular basis and optimize it for search engines.
Follow all the advice mentioned above and bundle blogging with other SEO strategies such as mobile-friendliness, accessibility, pleasant visual design, and UX to really get the most out of search engines.