Reasons Why Your SEO Campaign Needs a Blog
There are many reasons to have an active blog on your website. Publishing informative blog posts is a way to convey your authority in your niche and build a following. A blog is also a great place to share company and product news and updates. These are great reasons to have a blog regardless of SEO. But for SEO specifically, there are plenty of other reasons why blogging is worthwhile. Here are the top 3 reasons why your SEO campaign needs a blog:
To target long tail keywords
Keywords are still the foundation of SEO, but how the search engines understand the intent of a search and their ability to match it up with relevant content has improved immensely over the years. Fewer searches include only one keyword, because it’s usually just too broad. People are searching for very specific things and very specific answers to questions. While it still makes sense to target a more broad (but not too broad!) keyword on product/service pages, a blog is a great place to target long tail keywords. They might have less search volume, but you know that any visitor from the search engines who searched using a long tail keyword is a highly targeted visitor that you want on your website.
To earn inbound links
Every website owner should actively be looking for inbound link opportunities from relevant websites, but blogging is a way to naturally earn inbound links over time. Other website owners will link over to an interesting blog post, whereas they might not be as likely to link over to one of your product or service pages that were created for sales. But, it’s still an inbound link that counts towards your overall link portfolio!
To increase time spent on the website
The search engines have hundreds of signals in their algorithms that determine where a website ranks for a specific query. One of these signals that they pay attention to is time spent on the website and bounce rate. If a visitor hits the back button in their browser to go back to the search results immediately after landing on a website, it clearly wasn’t a good fit. If they spend some time on the site (browsing blog posts, for example), it conveys to the search engines that the website is relevant to their needs.
Blogging just makes sense for a number of reasons, SEO reasons and otherwise. But we get it, it’s not the easiest thing to do. You need to think of topics, write the content, edit, publish, and promote which all takes time. If you aren’t able to do the work in house, you can always outsource it to an experienced writer, ideally someone who also understands SEO.
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