Pretty much every website nowadays has a blog. It doesn’t matter how interesting the topic may seem to the outside eye, if the site owner is engaging in search engine optimization, you can almost guarantee that they’ve got a blog on their site. But why is it that a blog is so crucial for SEO?
Depending on how much time is spent on your blog, a blog can serve anywhere from a single basic purpose to several important purposes. Even if you don’t have the time or knowledge to achieve the highest goals for blogging, it’s still important to produce one to at least hit the lowest one or two goals. (If you are producing your blog in-house, we’ve got some additional tips for you.) Below, I’ll run through the 4 tiers of goals for blogging so you can see just how important a blog is for SEO and why that’s the case.
1. Keeps Your Site Active
Sometimes, businesses close down, but they don’t stop paying for their websites. Google doesn’t want to keep these inactive companies at the top of the search engines. To ensure that the highest-ranking sites are still in business, Google looks for activity such as occasional page edits or new page uploads.
You don’t want your site to be mistaken for an inactive site if it’s not. A simple way to show that your business is still active is to produce a regular blog. One blog a month is plenty for proving that your website is not inactive. This is the most basic purpose of a blog.
2. Boosts Your Keyword Authority
A common mistake of business owners who are managing their SEO in-house is to use their website’s blog as a personal blog. While this does do the job of keeping your website active, it misses the second tier of blogging goals (and it can actually be detrimental by confusing Google as to the purpose of your site).
Every instance of a keyword on your site helps to boost Google’s confidence that your business performs that service or sells that product. However, just shoving a keyword a hundred times onto a single page is actually detrimental to your site’s performance; you need to spread it out over many pages. A blog can be a very valuable tool for boosting your site’s keyword authority for your most important keywords. For example, in this blog, I’ve already mentioned “SEO” twice, “search engine optimization” once, and “digital marketing agencies” once — these are all keywords that Everyday Media Group would like to rank highly for. If I want to add location information to my keywords for Everyday Media Group, I might also refer to “Digital Marketing Agencies in Fort Worth, TX.
Let’s take a look at an example from a client of ours, who is a real estate investor. For this client, we produced a blog entitled “Six Tips for Selling Your House Quickly in Fort Myers.” Here are the top 10 keywords that they are getting impressions for:
As you can see, the blog is helping the site get impressions for some of the client’s highest-value keywords, in addition to their geo.
3. Gets Your Site Clicks (Users)
It’s not too hard to get impressions for a blog, but that’s often the only goal of low-quality blog content producers. Those who go the extra mile for their clients will always aim to get clicks. This usually requires getting to at least the second page of search results.
Some clients don’t see the value in getting clicks on their blogs. After all, it’s not their homepage or one of their service pages, and the clicks often aren’t from potential clients. However, blogs can have a profound positive effect on your site’s domain authority. As long as the blog is relevant to your products/services, clicks will help signal Google that you are an actual authority in your space. And our studies have shown that there is, indeed, a correlation between a blog performing well and the related service page rising in the search rankings.
Furthermore, a good content manager will make sure that the majority of blogs do target potential clients.
4. Gets Your Site Conversions
It’s true: A well-designed blog can actually get you conversions. This is the hardest goal of blogs, but it’s one that our content team works towards every day. To reach this goal, a blog must check 3 important boxes.
First of all, it has to rank very highly in the search results. It’s pretty much required that the blog ranks number 1 and/or be in the featured snippet position for a targeted search term. That in itself is a pretty lofty goal, but it’s not enough to turn a visitor into a customer.
Secondly, it has to be the right kind of topic — the kind searched by someone who’s on the fence about or trying to avoid calling a professional. These topics may address questions such as:
Do I have enough cause to call a lawyer?
Can I fix this myself or do I have to call a professional?
Can I treat this myself or do I need to see a doctor?
And the blog will lead them to the conclusion that they should call a professional.
Finally, the company’s geographic area must be made clear in the blog’s call to action. If the reader gets all the way through the blog and comes to the conclusion that they should call a professional, won’t they be pleasantly surprised to find that the professional who produced this blog serves their location? At the very least, they may find it convenient.
So there you have it: A blog can do anything from serving a single basic purpose to being a huge booster for your site and business. And if you want your best bet at getting your blog to tier 4 of performance, you want the team at Everyday Media Group managing the SEO for your site. Contact us today for a free audit of your website and to learn more about our SEO services.