Many think that having a blog is a superfluous accessory for the website. Maybe even your customers or your boss believe that blogs and SEOs are two completely different worlds. In fact, the common belief is that blogs are only useful for communicating business news that nobody cares about.
In reality, the combination of blog and SEO is undeniable and if your boss is not convinced, ask him to read this post. You will see yourself decide to invest in the production of content and will be super happy to have hired you after you see the benefits on SEO.
Blog and SEO: 8 things you need to know
Here are summarized all the reasons why you should not waste any more time and start writing a post.
1) Indexing of several keywords
The blog gives you the opportunity to use more keywords on your website and therefore more opportunities to appear on the search results list. The blog is also the best way to target interesting topics and long-tail keywords that are not strictly connected with business activities. Furthermore, the recurrence of similar keywords gives a clear signal to the search engines of the topic of your website.
2) Freshness matters
With the update to the Caffeine algorithm, called Freshness, precisely freshness, Google has declared its preference for new and updated content, especially for what concerns research for which timing is important, such as the search for news stories just happened. So when something relevant in your industry happens, you should rush to write a blog post optimized.
3) Publish content = website update
Search engines love sites that are updated frequently, so a new blog post is seen as a positive factor. In addition to publishing content to improve a site’s indexing, you can update existing content even by changing a few words and you can even republish the same updated content by changing the date.
Even the number of updates counts, so the more a web page is updated over a certain period of time, the higher the chances of receiving organic visits.
The quantity or even better the quality of backlinks of a web page or blog post is an undeniable ranking factor. Nobody, but everyone is willing to donate a link to well-made and interesting content even if hosted at a company blog. So, the secret is to create really useful content for the blog that does not expire in self-reference.
5) Useful contents
It is known that Google loves unique, original and quality content. Rumors say the search engine would also be able to identify useful content.
What is the best post to publish really useful content? As guides, infographics, insights, videos and more? The blog!
If you choose the right keywords that reveal this desire to help users, the chances of being indexed quadruple.
6) Site architecture
Blog posts are also very useful for improving website architecture, what is website architecture? This is the organization of the contents in a hierarchical and well-structured way, taking into account the keywords and topics of each macro area.
One of the most suitable types of site architecture is the silo one. This means dividing the contents of the website into topic areas that normally reflect the services or products of your company, in each silo, there will be a mother page that talks about the topic and then many other subpages and blog posts that talk about the same service /product. The blog helps you to strengthen the silo structure because it gives you the possibility to:
- create content that strengthens the silo
- create categories in the blog that reflect the silos.
How to implement it in practice?
Take the example of an e-commerce company specialized in selling plants, the silos could be outdoor plants, indoor plants, flowering plants, and evergreen plants.
The site will have the main page for each silo, for example, a page that talks about all outdoor plants. Then there will be content referring to the silo:
- “How to take care of outdoor plants” [web page]
- “The best outdoor plants for harsh winters” [blog post]
- “The best outdoor plants for the summer” [blog post]
- “Catalpa: the tree that makes your garden unique” [blog post]
In addition to writing content related to the silo, it is necessary to place an internal link to each sub-content that refers to the main web page and possibly also to the same blog posts/pages of the same silo. Doing this means strengthening a website’s ranking for that topic, which is why the blog is so important for SEO.
7) Organic CTR
Google favors websites with good organic Click Through Rate (CTR). This indicates the ratio between the number of impressions a web page receives on search engines and the number of clicks.
Logically, it is easier to index a blog post than a page of services/products because the keywords are usually more generic and have less commercial intent and therefore are more useful and of quality. From this, it can be deduced that the CTR for a web page can drastically improve thanks to the indexing and the value of the website perceived by the search engines.
8) Number of comments
The amount of comments a web page has is a quality signal. In fact, if a page has interactions it means that it is of quality and users appreciate it. Undoubtedly receiving comments on a blog post is much easier than receiving them on a business page. Thus, the production of useful and valuable content stimulates user interaction which in turn improves a page’s SEO positioning.