Why are blogs important for SEO?

Blog SEO should be an important part of any website and digital marketing strategy. But why are blogs important for SEO? Writing blogs on a regular basis will help your website stay higher up on search engine listings like Google. Your website will be more visible to potential customers. Every time you add a blog to your website, you are sending a signal to Google telling them your website needs reindexing. Let’s look at why you need to have a solid SEO strategy in place before you start blogging.

The importance of blog SEO

Optimising blogs for SEO involves choosing suitable keywords that reflect the user intent of the people you wish to visit your website. This involves detailed keyword research, and a good understanding of the phrases people are using to find offerings like yours. These keywords need to be included within your metadata, headings and the body content. You’ll also need to optimise any images you use within the blog, as well as adding some logical weblinks.

Blogging is one of the most cost-effective strategies for organic SEO. If you’ve carried out the right keyword and audience research, you can use your blogs to answer customer questions. You can provide solutions to their queries and extra information about your business. This will increase the number of clicks on your pages, which improves your SEO.

One of the main benefits of writing a regular blog is the fact that it sends a signal to Google to say “hello, I’m a new page, please index me!” This encourages Google to crawl your website and index your new blog. But if you really want to warm up the algorithms based on Google’s E-E-A-T (Experience, Expertise, Authority, Trust) principles, then you need to add value.

Google looks for interesting content, which genuinely appeals to people. If you start producing high-quality content, people are more likely to share your content with others. And they are also more likely to stay on your website for longer. The longer they stay, and the easier you make their journey around your website, the more likely they will buy from you.

Use your blog to educate customers about your products and services, so they feel compelled to buy from you. You could also use your blog to entertain people by sharing real-life experiences or fun facts about your industry. But most important of all, make sure your blog is engaging for readers.

Blogging for SEO tips

  1. Think about your customers and any regular questions you are asked. We recommend keeping a notebook to jot down these questions, then compare these with search engine queries. This will help you determine your SEO strategy, as well as deciding on suitable headings and subheadings for your blogs.
  2. Writing an engaging article is vital, but also make sure you include a compelling meta description. The meta description is the paragraph displayed in the Google or Bing search engine listing when you are searching for something. This acts as a mini advert for your business when people are looking for relevant websites from the search engine listing. Although not a ranking factor, meta descriptions encourage clicks through to your blog.
  3. Add some internal weblinks to help people (and SEO crawler bots) travel easily across your website, instead of being stuck on your blog page. Ideally, lead them to a relevant product or service you’re providing. A clear path across your website will create a smooth user journey.
  4. If you are giving your expertise on a specific topic, then add an external backlink to an authoritative website. This can help to build trust (important for the E-E-A-T algorithm).
  5. Our own content formula is the Three E’s: Educate, Entertain and Engage. If you can tick one or more of these categories when you write your blog, you will be onto a winning article!

A blog SEO strategy is essential

Develop your SEO strategy before you spend hours trying to write a blog. You can then align your blog ideas to your business objectives and seasonal trends within your marketplace. A strategy will give you focus, and you can then build a content plan for the year ahead. We categorise our blogs to ensure we cover different areas of our clients’ businesses, which also helps with idea generation.

It’s always better to use a human to write regular blogs, as you avoid the risk of writing duplicate content and cannibalising your keywords. This is where multiple pages are targeting the same keywords and end up competing against each other. In the long term, this could really hurt your website’s SEO performance. We recommend listing keywords within a date-based blog schedule.

Blogs are important for SEO, but they are also an affordable way to promote different aspects of your offering to both existing and prospective customers. If you sell products, read our previous blog: How to Create a Blog Strategy for Selling Products.

Bright Owl writes blogs for a wide range of businesses across the UK, from furniture retailers to award-winning financial firms. If you need regular blogging support, please contact us to book a chat.