Have you noticed that the majority of websites you visit include a blog? It doesn’t matter if it’s your favourite clothing brand, an online wine shop, or a chauffeur service. They’ve probably all asked a Digital Marketing expert and got the answer “Blogging boosts SEO so start right now!”. Like any Digital Marketing strategy, it’s not just about doing it… you have to do it right. But this is a fundamental approach for anyone who wants to improve their website’s search engine rankings.
Many think writing a blog post is just sharing your thoughts or knowledge. In reality, it is much more, it is a powerful tool that plays a critical role in SEO. Each blog post acts as an additional page that search engines can index, offering more opportunities to rank for various keywords and topics related to your business. So yes, blogging boosts SEO. But how exactly? The answer lies in the multi-faceted approach that blogging brings to the table.
Understanding how blogging boosts SEO
Consistent and fresh content
Search engines, such as Google or Bing, are designed to provide the most relevant and up-to-date information to users. Websites that are regularly updated with fresh content are considered more valuable resources. A blog is an ideal platform for these regular updates. By constantly posting new articles, you are indicating to search engines that your website is not only active but that it is a source of up-to-date information. This constant activity is key for SEO, as it can cause search engines to index it more frequently. The more often your website is indexed, the more chances it has of appearing in the SERPs. In addition, fresh content encourages visitors to return, which increases organic traffic, improves engagement, reduces bounce rate, etc. All of these are also favourable signals for Google and Bing algorithms to love your website.
But the impact of fresh content goes beyond pleasing the search engines. It helps to establish a brand voice, build a loyal audience (who may become your loyal customers) and provide valuable information that can be shared across multiple platforms, amplifying your online presence. For example, you can share your posts or parts of them on social networks such as LinkedIn or Facebook. Or even record a video version and upload it to your YouTube channel or create reels for Instagram!
Relevant keywords and topics
It is hard to imagine a better strategic use of keywords and topics than in blogging. By focusing on specific keywords and topics that are relevant to your niche, you are increasing your website’s relevance and authority for those keywords. This doesn’t mean indiscriminately stuffing blog posts with millions of keywords. Rather, it is about creating content that naturally incorporates those keywords in a meaningful and engaging way. Remember that Google is placing much more importance on “human aspects” than “technical aspects” in its algorithms.
A blog allows you to explore topics in your niche comprehensively. This depth of content enriches the user experience and also shows search engines that your site is a comprehensive resource on specific topics. The higher your site’s authority on these topics, the higher your chances of ranking well in search engine results pages.
When talking about keywords, it is important to mention long-tail keywords: those specific and often longer phrases that users are likely to search for. They can be especially beneficial for blogs. Long-tail keywords tend to have less competition and a higher conversion rate, as they target a more specific audience.
Building precious backlinks
Another way in which blogging boosts SEO is backlink building. This acts as a key indicator to search engines of the value and trustworthiness of a website’s content. High-quality and informative blog posts are particularly effective in attracting these backlinks, which serve essentially as votes of confidence from other websites. Content that is well-researched, informative and offers unique value is more likely to be cited and shared by other sites, fostering organic backlink opportunities.
The importance of backlinks in SEO is profound, as they increase a site’s visibility in SERPs and enhance its credibility. But quality is crucial when it comes to backlinks. A few high-quality links from high-authority websites are far more beneficial than numerous low-quality links. What’s more, search engines prioritise and reward backlinks from authoritative sites within the same sector or niche.
Backlink building is not just a product of content creation, it also involves networking and building relationships within the industry. Engagements such as participating in community discussions, guest blogging and connecting with other bloggers and industry leaders can generate natural backlink opportunities. It is important to adhere to ethical SEO practices in this process, avoiding penalties from search engines. So forget about buying backlinks on Fiverr for a few euros…
“Blogging has transformed the way we approach SEO. By consistently delivering valuable content, we’ve seen a significant increase in our website’s organic traffic and ranking.”
Statement from your future You
Conclusion: blogging is essential to your website
Blogging boosts SEO (and therefore other aspects of your business) in ways that other strategies cannot. If you understand and apply the best practices described in this post, you can significantly improve your website’s visibility, authority and ranking in search engine results.
Remember that blogging is not a one-off effort, but an ongoing process. The more you invest in creating quality content and optimising your blog for SEO, the more rewards you will reap in terms of improved website rankings.
