Whether your company has an established blog, or you are just starting one, you may have asked yourself: How do blogs improve SEO?
Are they actually an effective part of your marketing strategy? Do people still read stuff online?
The answer to these questions is: Yes! In fact, over 409 million people view blogs every month!
Dan Lok, global business influencer, says, "Attention is the new currency."
And with WordPress alone publishing over 70.5 million new blog posts a month, you can see just how in-demand this attention currency is.
You see, your customers are relying more heavily on Google for solutions to their problems. And every time your customers search online, they get hit with thousands and thousands of articles offering solutions.
So, when your blogs aren’t SEO optimized, your customers land on your competitors’ blogs. But, when your blogs are SEO optimized, you’re more likely to be seen over your competitors, when your prospects search for a certain topic.
So, the more attention you can capture from your audience, the more traffic your website will receive, and the more growth your company will have.
Now, although blogs improve SEO, it’s not just a matter of pumping out tons of blogs every day to meet a quota. This is what used to work. It doesn’t work anymore.
Today’s market requires a more strategic approach, in order for your blogs to work in your favor.
Working smarter, not necessarily harder, on your blogs will generate the results you’re after.
So how do blogs improve SEO and increase traffic to your website? Here are some ways blogs help to do just that.
When it comes to SEO ranking, the two most important factors with Google's ranking algorithm are relevance and authority.
What this simply means is:
Is the content you’re putting out relevant to what people are searching for?
Are you seen as an authority in this specific space? Are people talking about your content, sharing it, and linking back to it?
To be optimized, your content must meet both criteria. If your content isn’t relevant, you’ll rank low, no matter how authoritative it is. And vice versa. If your content isn’t authoritative, it’ll also rank low, no matter how relevant it may be.
The link between your content relevance and visitors’ search queries is what allows your website to rank higher in Google search results.
When you publish blogs, you’re essentially indexing another page on your website, so your online presence is growing.
What does this mean for you? Your visibility in search results is growing, so more traffic will arrive at your website as a result.
This ties into the first stage of your inbound marketing strategy: attracting visitors to your page. When your blogs contain valuable information for readers, they’re more likely to read through the whole article, share it, or even visit your website for more solutions.
But without the use of effective, helpful information throughout your blogs, it’s like shooting blindfolded, hoping to hit something.
That’s why it’s important to publish quality content that’ll help you get noticed—by searchers, first, and Google, second.
When asking yourself, how do blogs improve SEO, take a look at your blog posts. See if they follow Dan Lok’s criteria for great content. It should do one of the following:
Have you ever been on a website that had completely outdated information—or even worse, was inactive?
Unfortunately, this is quite common as many businesses fail to maintain a consistent content creation strategy.
What results is a feeling of distrust from customers as it shows a lack of interest and willingness for the company to address searchers’ problems.
By blogging regularly, you’re always on Google's radar. You’re constantly showing up with new and fresh content that’s relevant to searchers.
It remains well-known among marketers that one of the fundamentals of SEO content optimization lies in keyword research.
Securing authority for keywords is a goal worth chasing. Why? Because the more keywords you rank for, the higher your visibility.
But, there’s a catch.
If you’re aiming for authority for broad keywords, you might not find the success you’re looking for. For example, when someone searches “B2B marketing”, unless you’re the Apple of B2B marketing, you probably won't land a top spot in the search results for that keyword.
Since the boom of online content, millions of blogs and various other forms of content are being published every day. With Google indexing countless pages every day, aiming for the top broad keyword is no longer an effective SEO strategy.
Rather, targeting specific long-tail keywords is your best option.
So instead of aiming for the “B2B marketing” keyword, aim for targeted long-tail keywords. You’re much better off securing your top spot for something like “best B2B lead-generation strategies” or “how to convert B2B leads into sales”.
Not only is this specific, but those searching this highly-targeted keyphrase will be your most ideal customers. It's from these searches that blogs improve SEO and help you gain prospects.
And so begins the lead-generation process.
As we mentioned before, the essence of SEO comes down to relevance and authority. And when talking about blogs, nothing supports that goal more easily than internally linking articles to each other.
The more relevant blogs you publish for your audience, the more links you can build between your articles. This way, you’re keeping your readers engaged and flowing through your ecosystem.
The longer visitors hang around, the higher the chances of them finding more relevant and valuable content. This leads to increased authority and those visitors turning into customers.
Google will also see the information you’re providing is relevant and valuable to readers, thus increasing your ranking within their algorithm.
This internal linking strategy allows Google to continually index your pages and tells them that your website is a valuable resource for its users.
Higher relevance leads to a higher ranking.
Now, I did mention how creating valuable content is a key ingredient to a higher ranking? But when answering the question: "how do blogs improve SEO", there’s something more important.
And that’s link building.
What this essentially means is when others are linking to your website or articles from their own blog, they think your content is worth sharing or referencing.
High-quality external links directly tell Google that you have a resource that others want to link and refer to.
However it’s not easy to earn those high-quality external links at times. But once you have them, it’ll do wonders for your ranking authority.
Think about an over-the-top fan watching this year’s Super Bowl. Now, without all the banners and loud cheering, that’s what you call a brand advocate.
Brand advocates are people who love your brand, what you stand for, and root you on. They do more than just cheer you on, though. They help generate leads for you, cut your marketing costs, and oftentimes become forever loyal customers.
And they do all this organically. Why? Because you delivered something of great value to them, most times, through helpful blog posts.
An easy way to win these brand advocates is to maintain a constant, long-term content strategy. Helpful blog posts that revolve around solving your customers’ problems will keep them interested in what you have to say.
If you can do this effectively, you will gain droves of loyal customers who genuinely care about your brand. And they’ll want to share it with everyone they meet.
How’s that for organic traffic and lead generation?
So, now that you know the answer to: how do blogs improve SEO and increase traffic to your website, how can you implement this information into your blogs?
Here are some key ingredients which should be in your blogs going forward. They’ll help you develop long-lasting, SEO-friendly content.
After applying these simple steps in your blog posts, you’ll no longer be asking yourself: how do blogs improve SEO?
In order to keep your audience’s attention long enough to read your entire article, you must speak their language. What does that mean?
Research. What problems do your prospects have? What are their pain points? What are their biggest hurdles? What objectives are they trying to meet?
Match their tone and style while addressing their problems throughout your article. This will garner higher engagement from your audience and a reason for them to read through to the end.
Again, as mentioned earlier, keyword optimization helps build your website’s authority. To do this effectively, integrate your target keyword(s) or long-tail keyword throughout your article—especially in the headline.
Along with your headline, which is a must, your long-tail keyword should appear in these key places:
Headings and subheadings
Most importantly, scatter your long-tail keyword naturally throughout your article body. Avoid keyword stuffing though, or else you risk having your website penalized or even banned from search engine results pages. This is the exact opposite of what you want.
You want your article to flow naturally. Naturally scattered keyword integration allows for a more positive and user-friendly reading experience.
As we mentioned before, inbound links to your other blog posts and website pages are a must. Don’t forget this simple step in your blogs.
Even more, striving to land high-quality backlinks to your blogs will boost your authority— favoring your readers and your SEO ranking.
The most effective copy is short, concise and conversational.
Don’t get caught up in complicated language, long paragraphs, and run-on sentences, just to make a point.
In order for your readers to benefit, your best bet is to stick to short paragraphs and sentences, everyday language, and concise points.
Also, try to keep your article conversational. Ask questions every so often. Use some humor when you can. These little tips go a long way in gaining trust and a loyal customer base for your brand.
An effective way to convey concepts is with the use of analogies and examples.
Metaphors, short stories, analogies, etc. are all great ways to get your message across in a unique but concrete way. Including these in your blogs improve SEO and add more creativity and personality to your posts.
The main point of your blog is to increase traffic to your website and build a loyal customer base. Wouldn’t you agree?
So what better way than by giving your readers a chance to share your content with their connections and platforms!
Think of shareable content as things that “click” in your readers’ minds. Push emotional triggers, ask burning questions, share a new unique perspective and ask thought-provoking questions.
This allows for an engaging experience for your readers. No one likes a boring, dull lecture.
If your readers resonate with your blog, they’ll most likely share it in some way with others, increasing your visibility. This shareable content is another way that your blogs improve SEO.
Evergreen content is the kind of content that will live on forever. It stays relevant and isn’t affected much by trends and events.
Some examples of evergreen content are FAQs, how-to’s, case studies, etc.
It stays tried and true over a long period of time. Your audience can always refer to and benefit from its valuable information.
So now you know the answer to how do blogs improve SEO. You understand the steps to take to make your blogs SEO optimized in order to increase traffic to your website.
SEO optimization is a game of constant improvement and adjustment.
If prioritized, you will see your efforts pay off in increased traffic and more customers. But like many other business owners, you may not have all the time to analyze metrics and data from your blogs. This is especially true if you’re maintaining a daily blogging schedule.
That can be even more stressful for you.
So why not think about investing in a highly-trained, SEO-certified content writer? SEO-certified content writers can do wonders in improving your ranking and visibility online.
See how we can help increase your website traffic today.
Yusuf Kapoor is a certified copywriter / content writer from Toronto, Ontario. He uses his writing to artfully transition cold traffic into loyal action-taking customers for his clients.His passion for writing engaging copy and connecting with his audience is what fuels him. Yusuf uses his skills in email marketing, funnels and profitable Facebook ad copy to help businesses scale.Hire Yusuf