Which email address should we send this to?
Another SEO question that frequents my email inbox quite regularly is:
Does blogging help SEO and how?
Answering the first part of that question is simple.
Yes. Yes, it does!
Now, answering the second part requires a bit more input. But the concept is simple.
Google provides answers to questions that are being actively searched for by consumers and readers.
In order to have your content provide answers to all the variable questions being searched for in your industry, is difficult. This is where blogging comes in.
Although blogging is not a Google ranking factor in itself. It does help with other SEO factors that are essential to Google’s algorithms.
By keeping an active blog updated with fresh valuable content can have a huge impact on your SEO strategy.
Blogging is highly important and helps SEO for the following reasons:
One major factor that Google considers when ranking sites are bounce rates.
If someone searching for content clicks on a website link from Google’s search page, but immediately returns. Google will assume that this content was not helpful to that visitor.
But when the visitor clicks on a different website’s link and hangs around consuming content for a longer time. Google will consider that website to be more helpful than the previous one.
This could also be another factor to consider when writing blog posts. If you provide quality content over a longer-form blog post, your average visitor duration should increase.
And although not a direct SEO factor considered in Google’s algorithm. It’s a factor that can help your SEO performance. The longer people stay on your site, the more helpful Google considers your content to be.
Blogs that are out of date or haven’t been updated lately, can witness huge bounce rates.
When Google sends its bots to crawl a website it searches for fresh content. If they find outdated content that hasn’t been updated, it’ll send signals back to Google.
This content would’ve been indexed on the previous visit. Google might then rank the website lower than that of a website with newer, fresher content.
Web copy on static pages such as your home page or contact page may not change that often. This is why having a blog updated regularly is the perfect way to provide fresh content for Google to crawl, index and rank.
But more importantly, it’ll provide new content for your readers to consume on a regular basis.
One of the most difficult things to do in SEO is to earn quality backlinks. Especially from quality authoritative websites.
Backlinks are essential to your SEO strategy.
When you write quality blog posts that ooze valuable information. Other websites may feel that your content is also valuable to their audience. This is where you can earn a backlink.
If your blog post is that good. The website will then provide a link pointing their readers to that content.
And, if that website is considered a trustworthy source of information, then that trust is paid forward.
Google should then increase your authority value when calculating your ranking.
The more quality blog posts you write, the better chance your website will be linked to.
Backlinks aren’t the only links that are important to your website.
Internal linking is another important SEO strategy.
What are they?
They’re hyperlinks you create within web copy and blog posts, that point to other pages within your website.
Not only does this allow your audience to navigate your content more efficiently. It also allows Google to crawl your site easier.
On top of that, it creates information hierarchy and helps spread ranking power around your website.
Every time you use internal links within your blog posts, you’re essentially reinforcing what that blog post is about.
And, if you link to similar content, you can strengthen the relationship between your content and your targeted keyword. Boosting your SEO efforts.
Ok, what exactly are long-tail keywords?
They’re longer strings of words entered into search engines that have lower search volumes. But less ranking competition.
The longer the string of keywords. The more specific the results.
Take the following for example.
“SEO strategy” versus “SEO strategy for small business.”
The latter is more specific and may appeal more to your intended audience. Long-tail keywords are worth optimizing for as they can be more profitable.
If you were to rank for say “cost of SEO strategy for small businesses,” the person searching will be more intent on spending money. As they are searching for costs.
This can be compared to someone searching for the broader search term “SEO strategy.”
Blogging gives you a greater opportunity to inject long-tail keywords into your content. Driving more quality traffic to your website. Especially traffic that is more intent on making purchases.
By incorporating long-tail keywords into your SEO strategy, you can increase organic traffic levels. This is due to the lower level of competition for these keywords.
When people ask, does blogging help SEO? I tell them…it most definitely does. Not only does it help your SEO, but blogging also helps your business hands down.
It helps connect your brand with your audience and develop a community. By providing educational content on a regular basis, your readership will always return for more information.
Thinking about starting a blog? Something you’re not sure of, holding you back? We can help. Let us know in the comments below.