The Importance of Blogs for SEO

One of the discussions we have with our clients most often is the value of blogging. The first question that pops up usually is: why are blog posts important when they provide valuable information but don’t necessarily convert?

Some people still think that blogging is about writing diaries and journals. Another misconception is that blogging is considered a Social Media Campaign which is not. Let me bring you up to date in terms of blogging and its SEO power.

What is the Purpose of a Blog?

Today, a blog post can be an article around your space. It’s not about you and writing diaries anymore like it was 20 years ago. It’s also not about your product as blogs are not considered tools of advertisement in 2024. Consequently, blogging about how cool your product is and why people should buy it is even considered spam, not just by readers, but by search engines as well.

So, what is a blog post in the 21st century?

Blogging in 2024 and Beyond

A blog post today is a valuable article that helps the reader — either to solve a problem, to provide valuable knowledge, or to entertain. Therefore blogging has become mainstream and every company engaged in online marketing, especially SEO, has at least one active blog. However, to be successful, your blog posts need to stay great.

How does this help to make a sell, then? Let me explain:

The SEO Value of a Blog Post

This is the most frequently asked question of all.

• When you provide a valuable article for your reader, and if it doesn’t advertise, how can you convert?
• Why in the would you write a valuable blog article if it’s free brain food?

Let me tell you first that a consistent blog strategy that consists of continuous blog posts based on professional SEO keyword and thorough target audience research will drive traffic to your blog posts — lots of traffic! However, that traffic is not necessarily converting users as they tend to read the article gratefully.

However:

If you create that much traffic to your website, it means that Google has started to trust your content and website!

It gets better when the search engine notices the blog entries are shared frequently, and the Click Through Rate is high. This definitely helps the blog move higher up the search engine ranks. It is like a popularity contest. Reaching out to a larger audience also helps you increase your ranking positions on Google with all the other pages you have — such as your product pages!

And this is all it comes down to: signalizing to Google that your website is providing valuable content and is worth ranking high on the search engine result pages.

Once you have established that trust, it’s time to come up with a sales strategy around your website. This is called Sales Funnel in online marketing. Your marketing funnel requires amazing content at all levels.

Why?

Now that Google acknowledges your website as a highly valuable resource for the user and that specific business, it will also start ranking all the other product & service pages of your website as well!

Wait a minute, does this mean…

SEO Blog Strategy

Yes, the blog is just a tool to get Google to trust your site entirely, not just to the blog. Every professional SEO should be able tell you that your blog becomes a part of the overall SEO strategy because it is needed in order to get your whole website ranked high.

Example:

If you have only 3 product pages and 300 valuable blog posts — don’t forget that these 3 product pages now will rank much higher on Google thanks to the blog. Your persuading content in the blog posts will make your overall website resourceful for Google. You will also signal to Google the importance of your product pages by linking to them throughout your blog posts, building link equity for those product pages over time.

How Often Should I Blog?

You are in the best hands if you can create great content at least four times a week. One blog post per week is considered a healthy growth. One blog post per month is better than nothing but is a very slow pace.

Once you have that trust, your other pages will rank higher — which you wouldn’t have if you hadn’t had a blog in the first place!

Blog posts provide insightful pieces of content, brand awareness. Don’t expect to turning visitors into raving fans, though. Blogging is not considered a Social Media Campaign in 2024. More important, blog posts will help rank your website better in search engines overall.

And that’s why blogs are an important resource for SEO, even if you don’t expect direct conversion from them.

By building a topic funnel on your website through blogs, your other pages will rank better on Google. 

History of Blogging

Around 20 years ago, blogging became extremely popular. Blogging became popular among users. Shortly after, companies started blogging, and Enterprise Blogging was born. Also, it has become common for most marketers who want to release a product, as it is a much easier option than pitching a story to a journalist.

The truth is, blogging has become a significant share of the online landscape. Instead of blogging about your weekend trip, companies started to blog about their products. Blog posts started to contain how-to-guidelines and valuable articles all around the business. News organizations such as TV websites and magazines started to blog as well, and eventually, blog posts became articles, news, and even video posts what we today know as vlogs.

Tens of thousands of bloggers were popping up like mushrooms. The blogs were simply referred to as personal websites. These blogs were often journals and diaries of single people or celebrities — mostly talking about their day to day routines, experiences, and thoughts.

In the information technology space, this is considered to be two decades. This is due to Moore’s law — it states that technology advances exponentially faster than society and culture, and therefore one year in information technology equals to 10 years of social and cultural development.

Today in2024, blogs are used mainly to drive traffic to your website, engage your readership, and to increase the SEO value of your website.