• Tom Kubank

5 reasons blogging helps SEO

Does blogging help SEO?

For just about any question or need you have, you know Google is there. For many people, the wildly popular search engine is their first stop when trying to look for just about anything and everything.

That means that no matter what type of website you have, if you want people to find it, you need it to show up in the search engine. And that’s hard.

One of the best things you can do to improve your chances of ranking high in the search engines is to start a blog.

So, does blogging actually help SEO?

The short answer is yes. However, having a blog isn’t in and of itself a ranking factor.

Blogging is good for SEO because it helps with a number of things that are important ranking factors in the eyes of the almighty Google algorithm. When you have a blog that’s updated regularly with posts that are great quality and relevant to your audience, it will usually make a gigantic difference to your websites performance.

So without further ado, listed below are the five main reasons why blogging can help differentiate you from your competitors and drive your business amazing amounts of digital growth.

1. Your blog will keep people on your website for longer.

It’s pretty common sense but Google’s main priority is providing their users with the information they’re searching for; so they’ll keep coming back to their search engine again. If someone who performs a search clicks on the first link, but quickly exits to the page, it tells Google that the first result wasn’t as beneficial as they thought.

In contrast, when someone clicks on a result and browses the website for a while, that signals to Google that the website is extremely helpful and has what the searcher was looking for. Google has made it abundantly clear in the past that session duration, otherwise known as “dwell time”, is a factor they pay attention to and place value upon.

Someone who comes to your website from a blog post that shows up in the search results is more likely to stick around for a while and read the whole thing compared to someone who lands on a page with less text.

This becomes even more apparent with longer, comprehensive posts. SEO researchers have found that long-form blog posts tend to perform better than shorter ones – the average first-page result on Google is nearly 2,000 words long.

2. Blogging keeps your website fresh and modern.

People that utilise the internet daily develop an eye for subconsciously recognising when a website has not been updated. It’s a real thing. Chances are over the years that you’ve clicked off a page more times than you could imagine, simply because the content doesn’t look fresh or relevant to your needs.

Google doesn’t want to deliver its users outdated information. Websites that are regularly updated signal to them that the website is alive and offering fresh content. Another benefit is that it also gives the search engine algorithms more reason to index your website more often, keeping it more on their radar over time.

For many, updating your homepage regularly probably isn’t feasible or practical because let’s face it, you’re usually busy running your business. Setting up a blog and posting articles relevant to your audience is a far more practical tool for adding fresh content to your site.

3. Blogging helps you target long-tail keywords.

So many people engage in SEO wanting to rank for the most relevant keywords in their business niche. For example, if you’re a small brick and mortar sports store selling Nike basketball shoes, you want to show up on page one for search term “basketball shoes.”

However, unless you’re one of the biggest shoe retailers in the country, you’re definitely going to have a difficult time landing a spot on the first page for that search. SEO is insanely competitive and the best bet for small-to-medium business owners is to target longer, more specific keywords and aim to rank for those.

These long, specific keywords are known as “long-tail” and they’re crucial for any functioning SEO strategy. In 2019, half of all searches were for terms that were four words or longer. This issue with long-tail keywords is they can be difficult to place on your product pages. However, blogging provides a more functional way to provide information on these keywords. The small brick and mortar selling Nike basketball shoes could create some blog posts on search terms like “best Nike shoes for basketball” or “best Nike basketball shoe features.”

Whilst these searches don’t attract as much traffic as “basketball shoes” does, they do come from people in your target audience, and if you can make it onto the first page, you’ll get monumentally more traffic from these topics than if you would on page ten for broader, more popular search terms.

“Where’s the best place to hide a body? The second page of a Google search.”

Sounds pretty grim but it shows that people rarely look beyond the first few results of a search, so wanting to rank on the first page is an understandable and noble goal for most business owners.

4. It gives you opportunities for internal linking.

A huge component of effective SEO is about links. Creating internal links are one of the easiest types to create for yourself. If you aren’t currently including internal links on your site that direct users from one page to another, you need to start ASAP.

While you can probably identify some good internal linking possibilities on the main pages of your site, once you start regularly publishing blog posts, the opportunities to internally link will really start to become prominent. As you add more posts on related topics, you’ll naturally add more opportunities to link those pages to each other. Every time you do this, strategically use the anchor text to let Google know what the page you’re linking to is about. This helps strengthen your target keywords in the eyes of the algorithm.

5. A blog gives others more reasons to link back to your site.

Internal links matter, but one of the hardest parts of SEO is earning external links. Simply put, if another website links to you, this is considered an external link to your site. Similarly, if you link out to another website, this is also considered an external link. It’s not impossible to gain external links without a blog, but once again, it’s much harder to do.

Google has often conveyed that what others say about your website is a more important ranking factor than what the content on your site says. Google uses many metrics to determine the value of external links. Some of these metrics include:

  • The trustworthiness of the linking domain.

  • The popularity of the linking page.

  • The relevancy of the content between the source page and the target page.

  • The anchor text used in the link.

  • The number of links to the same page on the source page.

  • The ownership relationship between the source and target domains.

Filling a blog post with valuable information will inherently help your chances of another website deciding to link to that post to convey the value to their readers. It will be a slow process, but consistently publishing posts with value will pay off in the long run.

According to HubSpot, companies that have a blog on their website earn up to 97% more external links.

What are you waiting for? Get blogging!

When your audience reads a post they love, they’re more likely to share it, drive more traffic to it and then come back to your website again to see more of your content. When your website is crushing it traffic-wise and experiencing an up-tick in repeat visitors, Google will identify people like your website – raising your authority in the eyes of the algorithm.

And while that’s great from an SEO perspective, it’s ultimately more important to the success of your website and business than where you are in the rankings. People in your target audience visiting your website, connecting with it, and becoming regular followers is more valuable than any #1 spot on Google.

A blog is a good way to make those connections and start a continued relationship with the people you want to reach. So don’t wait, start blogging and let your creative juices flow. It might seem daunting at first but don’t let fear paralysis stop you from driving your website to the first page!

If you don’t have the time to blog regularly, we’ll happily take over the content creation process for you! We can help you save time and increase your revenue through our blogging service! Contact us at Nitric Marketing and lets chat about how we can help you draw your audience in with well-written blog articles that can boost your online traffic.

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