“I’m paying for SEO, isn’t blog content separate from that?”
We hear it all the time, “If I’m paying for SEO shouldn’t that be back-end web fixes and link-building?… why is blog writing a part of the package?”
Sure, optimization of your website’s code and increasing backlinks (etc., etc.) certainly all has to do with SEO. I would also agree that it’s the real focus of search engine optimization, but as Google continues to advance, so does its requirements for increase in rank. That’s why there has been a shift in digital strategy over the years to move towards an inbound method of ranking and gaining more customers through web.
First off if you are reading this, hopefully you understand that when we are talking about increasing in rank for Google search results we are speaking specifically to whichever keyword is entered into the search bar. This is why there is an emphasis on targeted keywords that your company would like to rank for with potential customer searches. With that in mind, let’s say you are a fencing company that wants to come up as an option for “best weatherproof fencing material”. Maybe you have a full page dedicated to all types of options for weatherproof fencing, or maybe you have only a full product page with basic product information under each one. If this potential customer is looking for some in-depth information about comparing the best fencing materials for weatherproofing, your website probably isn’t going to be the answer that has that.
Now consider that this remains the case, but you do have a blog for a year back on which materials are listed as the best for weatherproof fencing and have a comparison of each. That one blog post has a much better chance of ranking in Google for that search result, even though it isn’t one of your main webpages. With a couple of internal links added within that blog for more information on where to purchase these “weatherproofed fencing materials”, your audience now has a place to go and make a serious purchasing decision on your website.
That’s the basic inbound methodology behind the importance of blogging for any business website. As far as SEO is concerned, blogging is a puzzle piece within the whole sitewide equation because Google will always favor the more relevant and informative content related to a particular keyword. Hence the importance of adding well worded, in-depth content that is useful to your target audience. Blogging isn’t the only way to help ranking within search engines, there are so many other forms of providing information to customers that may be more user friendly to them like:
- White papers
- Case Studies
But blogging is usually regarded as a quick way to professionally add information to a site on a regular basis. This is key because by adding fresh and updated pages to your site, it essentially sends a message to Google saying (in Jason’s words) “the lights are on”. Meaning this website is actively being updated with new content as often as possible. Blogging also provides an opportunity to include external links as well from highly-ranked pages increasing your site’s authority. Companies that do keep up with a regular blogging schedule average about 55% more website visitors monthly than companies who don’t blog at all.
When it comes down to it, search engine optimization is all about increasing your ranking in Google and other web browsers in order to increase traffic to your site. This is all complete in the client’s interest and desire to gain more qualified leads with minimal advertising spending and minimal work on their part. So while blog writing is created content, it is directly involved in the search engine ranking process. Any coding expert or SEO consultant can fix your sites basic problems and discover roadblocks – and that’s a necessary step to get accomplish, but finding the right marketing partner who understands your business and your customer is a long-term relationship that brings long-term benefits.