If You Don't Want To Blog, Don't Bother With SEO
Let's Be Real, The Importance of Blogging For SEO Cannot Be Emphasized Enough
Here at WWD, we say "If you don't want to create a consistent blogging routine, then SEO isn’t even worth doing". That’s how vital we believe blogging to be as part of a successful SEO strategy.
Blogging and SEO go hand-in-hand. Without blogging, it is difficult or impossible to consistently increase the size of the site, increase counts of keywords and inbound links, and feed those pesky, hungry SEO spiders.
Many business owners cringe over the idea of blogging. “Do we really need to have a blog?” is a question we get asked all the time. The answer is “Yes.”
If you truly find the concept difficult there is good news, we can do it for you. However, we always encourage business owners to find their voice and rhythm first. If it's out of your comfort zone or you'd rather outsource to someone like us, we certainly won't judge! We love blogging and we love helping businesses thrive.
5 Ways Blogging is Important for SEO
Here are five ways that blogging and SEO go hand-in-hand.
1. Blogging recharges your website's batteries
Google tends to favor large sites that have a LOT of content. Blogging provides a way to consistently increase the number of URLs (pages or articles) on your site with high-quality content.
Focus on creating a routine of writing high-quality blog articles on a regular basis, and ensure that you’re optimizing each article for different keywords. It doesn’t really help much to write multiple articles about the same keyword, as that just makes them compete against each other and limits the number of keyword ranking opportunities you’re creating (more on that later.)
A HubSpot study showed that the more often a company writes blog articles on their site, the more organic search traffic that site gets.
2) Google is Now a “Topical Match Engine”
Beyond favoring sites with a large quantity of URLs, Google likes sites that are essentially whole encyclopedias on their topic. They have changed their algorithms so that they try to understand the context of whole topics and be more of a topical match engine, as opposed to being just a simplistic keyword match engine. This is evidenced by Google’s “Topical Search System” patent, which indicates that their search engine “…can perform a search based on topics appearing in a query, rather than simply keywords included in the query.”
This means that it’s no longer sufficient to have a single page or article with a single keyword about a topic on your site. In order to come up in Google’s search results, your site needs to represent your topic more holistically.
Blogging provides an excellent way to not only demonstrate thought leadership about your topic to human readers but also show Google that your site represents your topic comprehensively. Writing multiple articles about the various aspects of your subject can show Google your site is worthy of coming up as a search result for that subject.
3) Blogging Can Help “Boost” Important Site Pages
To take the “topical match engine” concept even further, blogging can help you not only represent an entire topic comprehensively, but it can also help you boost the rankings of more competitive content on your site.
Let’s say you have an e-book about beauty tips that you really want people to download or buy. “Beauty tips” is a pretty broad, and therefore competitive, topic. Getting that main e-book page to rank for the broad topic “beauty tips” would be very difficult without that page having a lot of supporting content linking to it. That’s where blogging can come in, and provide that support.
Google looks at pages that have a lot of other pages linking to them as more important, and therefore more worthy of being ranked.
Additionally, subtopics, which tend to have key phrases that are longer (more words in the phrase, a.k.a. “long tail”) are easier to rank for than high-level main topics.
Therefore, you can use blogging to create articles about subtopics, with longer and easier-to-rank-for keyphrases, and link all of those blog articles back to the main topic page that you want to promote the most. This essentially “boosts” the main topic page, and makes that main topic page more likely to rank than it would without the support of those blog articles linking to it.
4) Blogging Increases Your Quantity of Keywords
The traffic opportunity created by blogging is simply unmatched by any approach that doesn’t include consistently adding to the site’s keyword profile in this manner.
5) Blogging Increases Inbound Links
Blogging increases your opportunity to earn inbound links from other websites, which is very impactful for SEO.
Simply having a large quantity of high-quality articles on your site greatly increases the likelihood that other people will discover your content. Some of those people will be compelled to link to it if they found it helpful to them.
How To Start?
Create a routine of producing high-quality blog articles as often as you can, and that will eventually result in your site earning natural inbound links.
To accelerate that process, build a strong following on social media and share each new article as it comes out. Consider also boosting (paid sponsorship for) certain pieces of particularly high-quality content, to get more people to discover (and therefore link) to it.