The rise of blogging came about in the late 1990s when websites like LiveJournal and Blogger made easy-to-use tools for non-technical users to share their thoughts, opinions and passions with simple presses of buttons. Over time, savvy businesses began blogging to demonstrate authoritative knowledge of their products and services. At the same time, well-written company blogs created more website engagement with their customers. When a company writes blog posts, the traffic and time spent on their website goes up and bounce rates have a tendency to drop.
Why is Blogging Important For SEO?
A major benefit search engine optimization (SEO) professionals see from blogging is that it can hypercharge optimization efforts. Blogs provide a site with fresh content, relevant internal links, more pages for other sites to link back to, a natural way to incorporate keywords and when shared on social media, it can create social signals that are evaluated in search engine ranking algorithms.
Let’s take a closer look at five reasons you should blog for SEO sake:
Fresh Content
The spirit of searching something on the Internet is to get the most up-to-date, factual information on the topic you are interested in. In 2010, Google’s Caffeine update added an element of “freshness” to particular search results. Freshness results are given to trending topics, scores, schedules for events and other “real-time” events happening. A search for “football scores” will now give you the latest scores at the top of the page and scholarly articles about scoring in football come after.
Search engines must provide results for up-to-date, factual content or they lose trust with the public. Therefore, making regular updates to your company blog will force crawlers to recognize fresh content that search engines are going after. This gets the site noticed, but does your blog content utilize relevant internal links that present more information?
Internal Links
Linking between pages on your site gives the Googlebot a better sense of your site structure, can indicate important pages to search engines and strengthens keywords used in your link’s anchor text.
The important thing to note here is the relevance of pages between internal links. Say your blog post is about a recipe; good internal links would link to related recipes using similar ingredients or blogs about the equipment used to prepare the food.
Backlinks To Blog Posts
Having popular, well-written content that appeals to website visitors is valuable. When you have valuable content for your markets or industry other sites may link back to yours. Links back to your website are one of the highest indicators of popularity to search engines.
Semantic Writing, Keywords And Those With Long Tails
If you’ve done your keyword research, you know what terms “should” attract your visitors to your site. By posting blogs about your products and services, you create more content that uses those search terms to flag search engines that your site is relevant to the user’s query.
Google is looking for well-written, grammatically correct content. The tone of which should be educational, yet somewhat conversational and easy to read. As you write blogs, you have more freedom to expand on topics.
Semantic Writing
If you write in semantic style, you leverage the importance of the keyword you write about by creating a relationship with other words on the page to give meaning to the sentence it’s in.
Let’s say a sports bar in Milwaukee, WI wants to focus on “popular sports bar” as a search term.
Not so semantic example:
“George went to our popular sports bar in Milwaukee.
A semantic example:
“George walked into our popular sports bar in Milwaukee looking for a drink and a place to watch his favorite football team.” Semantically, drink relates to bar, football relates to sports.
Long-tail keywords
Your blogs may rank easier with long-tail search terms as they are specific phrases with less competition. Though long-tail terms may be used less in search, web searchers that do use them are more likely to stick around on your site and convert into customers.
An easy example of a long-tail keyword with a focus on football fans:
“George walked into our popular sports bar in Milwaukee for watching football. He had the bartender turn on ESPN.” (There are semantics and long-tails in this last one).
Spread Blog Content On Social Media
SEOs are to understand that Google doesn’t pass link equity from social media links to a website. Though, we do see businesses’ profiles on Facebook and Twitter in the top rank positions. Active social profiles can rise in search results. In turn, they may influence your website’s own ranks.
Once content is shared on social media, your post is available where Internet users are spending a lot of their time and are more apt to click on items of interest. So, you’ll want to spread your content at every social avenue you can. Through the social chatter of the web, users may find your fresh content quicker, where pages are effectively linked together, knowledgeable enough that others may write about your content and link back … because you wrote like a pro.
2024 Update:
Aligning with the SEO Gods: How Blogging Boosts User Intent and EAT
In the ever-evolving landscape of SEO, two crucial factors reign supreme: user intent and Expertise, Authoritativeness, and Trustworthiness (EAT). Gone are the days of keyword stuffing and robotic content; Google now seeks pages that truly answer searcher queries and demonstrate authority in their niche. And guess what? Blogging is your secret weapon for conquering both these SEO titans.
User Intent Demystified: Imagine someone asking, "How to bake the perfect sourdough bread?" Google wants to connect them with content that goes beyond a simple recipe. They crave in-depth guides with troubleshooting tips, scientific explanations, and maybe even historical context. Blogging allows you to dive deep into user queries, catering to specific needs and providing comprehensive information. You're not just throwing keywords around; you're becoming a trusted resource, answering the "why" and "how" behind the "what."
The EAT Equation: Expertise. Authoritativeness. Trustworthiness. These aren't just buzzwords; they're the currency of Google's trust meter. Regularly publishing high-quality blog posts demonstrates your proficiency in your field. You become a voice of knowledge, sharing insights, data, and experiences that solidify your authority. Consistent blogging builds a loyal readership, fosters engagement, and encourages positive reviews and testimonials – all vital components of building trust. Remember, Google wants websites that users can rely on, and your blog becomes your digital soapbox to showcase your expertise and earn that coveted EAT badge.
Voice Search Symphony: The search landscape is no longer confined to typed queries. "Hey Google, tell me about the Great Barrier Reef" is the new norm. Optimizing your blog for voice search keywords and conversational language becomes crucial. Blog posts with natural, user-friendly phrasing become easily digestible by voice assistants, putting your content front and center for this ever-growing search method.
Mobile-First Focus: Let's face it, most searches happen on our phones. Google prioritizes websites that offer a seamless mobile experience. Blogging allows you to tailor your content for smaller screens, using concise language, captivating visuals, and intuitive formatting. By crafting mobile-friendly blog posts, you ensure your content reaches even the most tech-savvy users on the go.
Ultimately, blogging isn't just about churning out content. It's about strategically aligning with Google's focus on user intent and EAT. By providing insightful, relevant, and mobile-friendly content, you position your website as a trusted authority, ensuring your voice resonates with both search engines and users. So, grab your keyboard, unleash your inner wordsmith, and start crafting blog posts that not only rank high but also leave your readers informed, engaged, and eager for more.
Your Questions Answered: Blogging for SEO Success
Here are some common questions readers might have after reading your blog post "5 Reasons Why You Should Blog for SEO Sake":
Q: How often should I blog to see SEO benefits?
A: Consistency is key! Aim for at least 1-2 blog posts per week. However, quality over quantity is crucial. Focus on creating insightful, well-researched content that truly engages your audience.
Q: I'm not a writing expert. Can I still blog for SEO?
A: Absolutely! There are ways to create great content even if you're not a professional writer. Use bullet points, images, and videos to break up your text. Consider guest blogging or hiring a freelance writer to assist you.
Q: Should I have a separate blog site or host my blog on my main site?
A: When it comes to SEO, nesting your blog within your main site often reigns supreme. Why? You leverage your site's existing domain authority, like piggybacking on a seasoned SEO champion. Internal linking becomes a breeze, weaving a web of discoverability for both users and search engines. Plus, you create a unified brand experience, keeping visitors comfortably within your online home.
Sure, a separate blog offers some design freedom, but the SEO and efficiency benefits of a single site often outweigh that perk. So, channel your inner content alchemist and transform your main site into an SEO magnet – blog posts and all! Remember, consistency is your secret weapon. Regularly publish high-quality content, and watch your website become a haven for readers and search engines alike.
Q: How can I track the SEO impact of my blogging?
A: Use tools like Google Search Console to monitor your rankings, website traffic, and keyword performance. Track how your blog posts are performing over time and adjust your strategy based on the data.
Q: I don't have time to blog myself. Are there any alternatives?
A: Feeling the SEO benefits calling your name but squeezed on time? You're not alone! Don't let busy schedules hold you back – there are clever ways to unlock the power of blogging without the daily writing grind.
First, consider partnering with content creation experts like copywriters or strategists. They can craft engaging blog posts on your behalf, leaving you free to focus on other priorities. Alternatively, unleash the repurposing powerhouse within! Transform existing webinars, podcasts, or interviews into fresh blog content, maximizing your valuable resources. And hey, if you're looking for a complete content solution, Foremost Media offers SEO-driven copywriting and strategy services to handle the heavy lifting, so you can reap the SEO rewards without the writing woes. Remember, consistency and quality are key – these options help you unlock the SEO magic, even when time is tight. Let's get your website buzzing with valuable content!
Q: My website is already ranking well. Why should I bother blogging?
A: Blogging helps you maintain and even improve your ranking in the long run. It also establishes you as an industry leader, attracts new leads, and fosters audience engagement.
Remember, successful blogging is an ongoing process. By consistently creating high-quality content and addressing your audience's needs, you'll reap the SEO benefits and establish yourself as a trusted voice in your field.
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