The Importance of Blogs for SEO
Why Blog Posts will help you to get more Conversions!
One of the discussions we have with our clients most often is the value of blogging. The first question that pops up usually is: why are blog posts important when they provide valuable information but don’t necessarily convert?
Before we dig into the importance of blogging for SEO and Conversions, let’s clear up some misunderstandings that exist around blogs.
Blogs in the Past
Around 20 years ago, blogging became extremely popular. Tens of thousands of bloggers were popping up like mushrooms. The blogs were simply referred to as personal websites. These blogs were often journals and diaries of single people or celebrities – mostly talking about their day to day routines, experiences, and thoughts.
As I said, that was 20 years ago.
In the information technology space, this is considered to be a decade. This is due to Moore’s law – it states that technology advances exponentially faster than society and culture, and therefore one year in information technology equals to 10 years of social and cultural development.
Following that logic – if you still think that blogging is about writing diaries and journals, you may have missed 100 years of the information revolution.
Don’t worry – let me bring you up to date in a blink of an eye!
More and more, blogging became popular among users. Shortly after, companies started blogging, and Enterprise Blogging was born. Also, it has become common for most marketers who want to do a product release, as it is a much easier option than pitching a story to a journalist.
The truth is, blogging has become a significant share of the online landscape. Instead of blogging about your weekend trip, companies started to blog about their products. Blog posts started to contain how-to-guidelines and valuable articles all around the business. News organizations such as TV websites and magazines started to blog as well, and eventually, blog posts became articles, news, and even video posts (vlogs).
What is the purpose of a blog?
Generally, a blog attracts traffic to your site in multiple dimensions like social media, SEO, and word of mouth. A blog will help a business understand its persona better.
Let’s fast forward with this.
Today, a blog post can be an article around your space. It’s not about you anymore unless you are Jack Welch or Oprah and don’t have to worry about marketing anymore as everybody around the world knows you already for life.
Nowadays people don’t really want to know what you did yesterday, how successful you are, or what you have been eating this morning. It’s also not about your product as blogs are not considered tools of advertisement anymore.
Consequently, blogging about how cool your product is and why people should buy it is even considered spam, not just by readers, but by search engines as well.
So, what is a blog post in the 21st century?
Blogging in 2020 & beyond
A blog post today is a valuable article that helps the reader – either to solve a problem, to provide valuable knowledge, or to entertain. Though blogging is young in age it has become mainstream and every company engaged in online marketing, especially SEO, has at least one active blog. However, to be successful, your blog posts need to stay great.
How does this help to make a sell, then?
Let me explain:
The SEO value of a blog post
This is the most frequently asked question of all. When you provide a valuable article for your reader, and if it doesn’t advertise, how can you convert? Why in the hell would you write a valuable blog article if it’s free brain food?
Let me tell you first that a consistent blog strategy that consists of continuous blog posts based on professional SEO keyword and thorough target audience research will drive traffic to your blog posts – lots of traffic! However, that traffic is not necessarily converting users as they tend to read the article, be grateful, and then leave.
If you create that much traffic to your website, it means that Google has started to trust your content and website!
It gets better when the search engine notices the blog entries are shared frequently, and the click rate is high. This definitely helps the blog move higher up the search engine ranks. It is like a popularity contest. Reaching out to a larger audience also helps you increase your ranking positions on Google.
And this is all it comes down to: signalizing to Google that your website is providing valuable content and is worth ranking high on the search engine result pages.
Once you have established that trust – it’s time to come up with a sales strategy around your website – this is called Sales Funnel in online marketing. Your marketing funnel requires amazing content at all levels.
Now that Google acknowledges your website as a highly valuable resource for the user and that specific business, it will also start ranking all the other product & service pages of your website as well!
Wait a minute, does this mean…
SEO Blog Strategy
Yes, the blog is just a tool to get Google to trust your site. Every SEO will tell you (or at least should tell you) that your blog is not necessarily a conversion channel as it doesn’t lead to conversions often. But the blog becomes a part of the overall SEO strategy because it’s needed in order to get your whole website ranked high.
All in all, the SEO strategy has to be solid. It will do a lot better if you combine that strategy with social media, content optimization as well as a landing page.
If you have 3 product pages and 300 valuable blog posts – don’t forget that these 3 product pages now will rank much higher on Google. Your persuading content in the blog posts will make your overall website resourceful for Google. You will also signal to Google the importance of your product pages by linking to them throughout your blog posts, building link equity for those product pages over time.
How often should I blog?
You are in the best hands if you can create great content at least four times a week.
Once you have that trust, your other pages will rank high – which you wouldn’t have if you hadn’t had a blog in the first place!
Blog posts provide insightful pieces of content, brand awareness, and turn your loyal visitor into raving fans!
But more important, blog posts will help rank your website better in search engines overall.
And that’s why blogs are the most important resource for SEO, even if you don’t expect direct conversion from them!
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