Why do I need a blog on my business website?
A blog is extremely important for several SEO-related reasons:
Keeps Your Website Fresh
A blog allows you to consistently update your website with new and pertinent information about your business or the industry that you are in. Google favours sites that are fresh and current, and continually updated websites are an important indicator to Google of relevance when ranking your site in search results. It also gives the search engine algorithms more reason to index your website more often, keeping it more on their radar over time.
Increases average time spent on pages
The time people spend on a website page is another SEO ranking factor. Google’s priority is to provide users with the information they’re looking for (so they’ll keep coming back to use Google again). When someone who does a search clicks on a link, finds it unhelpful and immediately leaves to go back to the search page, this indicates to Google that this result wasn’t as helpful.
Blog articles, being largely text-based with upwards of 500 to 1,000 words on average, will typically keep visitors on the page for longer than other pages. Someone who comes to your website from a blog post that shows up in the search results is going to have more reason to stick around for a while and read the whole thing than someone who lands on a page with less text or information.
And that becomes even more the case with longer, more comprehensive posts. SEO researchers have found that longform blog posts tend to perform better than shorter ones—the average first-page result on Google is nearly 2,000 words long.
Helps you target SEO optimized long-tail keywords
In building your main website, our focus is on selecting keywords most pertinent to your business. For instance, if you’re in the electric bicycle market, we strive for a page one ranking for “electric bicycles.”
But since there are hundreds of ebike brands, achieving a top-ten spot is challenging due to intense competition in SEO. A more viable approach for most brands is to identify and target more detailed, niche-specific keywords that potential customers are searching for.
These specific, often longer phrases are known as long-tail keywords and are vital to an effective SEO strategy since they make up half of all searches, typically extending to four words or more. Integrating them seamlessly into product pages can be tricky, but they are ideal for targeting in blog posts. For example, a store specializing in ebikes might feature blog content on “best bikes for cold weather” or “which ebike offers the longest range?”
Targeting these less trafficked, but more focused searches may not pull the same volume as “electric bikes,” yet they attract a more defined demographic of cycling enthusiasts. Achieving a first-page ranking for these niche topics can significantly boost traffic compared to a lower ranking for more generalized, competitive keywords.
Provides opportunities for internal linking
A significant aspect of SEO involves link building, and internal links are the most accessible type because you can create them yourself. Not incorporating internal links that guide users from one page to another is a basic yet common SEO oversight.
While your website’s main pages may offer some opportunities for internal linking, the real potential unfolds with regular blog post publishing. As your site grows with additional pages covering various related topics, you create numerous chances to interlink these pages naturally.
Each time you establish such a link, you have the opportunity to use specific anchor text, helping to clarify for Google the content and context of the linked page. This strategy enhances the page’s relevance to your target keywords as perceived by the search engine’s algorithm.
Helps you connect with your audience
Blog articles give you the opportunity to show that you are an expert in your specific industry by posting articles about specific topics that are related to your business.
When your audience engages with a compelling post, they’re likely to share it, increasing traffic, revisiting for more content, and potentially subscribing to your email list. High traffic and returning visitors signal to Google that your site is valuable, enhancing your authority in its algorithm.
This not only benefits your SEO but is fundamentally crucial for your website’s success. Having visitors from your target demographic who connect with your site and become loyal followers holds more intrinsic value than securing the top position on Google. After all, the primary aim of vying for that coveted spot is to attract and retain such an engaged and dedicated audience.