Is the sky blue?
Blogging is one of the absolute best activities you can do to improve your website’s organic search rankings. It’s impossible to overstate how important it is for your business to put out great, relevant content on a continuous basis.
Your site’s blog is the easiest place to do that. Let’s dig deeper.
Your Blog as Your Megaphone
Blogs are nimble. They can quickly and efficiently be updated to reflect what’s going on in the world and, more importantly, what’s going on in your industry. If the point of your website’s content is to answer your clients’ most commonly asked questions, your blog is the best place to do that.
Blog content should be relevant but it should also meet your customers where they are. Remember that most people won’t read your blog like a book, one post after another, but will instead land on an individual blog page after a pointed online search. That means your blog can be a tool to talk to a lot of different audiences at once.
Your Blog as a Google Signaling Tool
It’s important to remember that although you want to create content that people will be excited to read, at least half of the reason your business is blogging in the first place is to tell Google what you’re all about. Your blog answers customers’ questions, yes, but it should be answering Google’s questions, too.
The best way to use a blog is to address “longtail” Google searches that you might not have otherwise focused on within the other pages of your site. For example, if you’re a general attorney, you might want to write a blog post called “9 Questions About Trusts to Ask Your Probate Attorney.” A post like that is going to remind Google that A) Your business has something to do with trusts and B) Your business has something to do with probate attorneys. That way, when people search for highly-specific longtail terms like “should I use a probate attorney to help with mother’s trust,” your content is more likely to show up.
Your Blog as a Transportation Hub
The way each of your blog posts connects to other content on your site (and all across the web!) tells search engines a lot about your business. Those connections are also incredibly useful for readers. Your blog posts are great places to put links to related internal blog posts, to landing pages, to contact forms, and even to other relevant websites.
Google loves a good link network because a network of links is like a map. It tells them who your site is associating with, how you want customers to move around your site, and how your expertise can be valuable to web users outside of the post in question. Internal and external linking is critical for great SEO performance from blogs.