It is understood that to help your website succeed, you need to be involved in the ongoing process of Search Engine Optimization (SEO). There are a variety of components to Search Engine Optimization, ranging from technical aspects like site speed to other, harder to measure things like quality content. One question that is asked quite often is whether blogs help SEO. If they do, how do they do it, and what is the best way to make use of them?
The short and quick answer is yes, blogs do help SEO. Let’s take a look at how they help and why you should be using them.
What Does Blogging Do for Your SEO?
Blogging, some will say, isn’t a factor when determining your site’s ranking. While that may technically be true, it does influence your SEO by helping with things that are ranking factors. Here are some of the ways that blogging can help your SEO:
- It Keeps Your Website Current. By blogging on a regular basis, you are also keeping it up to date. Too often, we can stumble across a site that hasn’t seen any new activity in weeks or months. It can be hard to know if the company behind it is still in business, and any information found on the site could be no longer relevant or accurate. Google doesn’t like outdated information, so blogging signals that there is new content, and the site is active.
- It Allows You to Demonstrate Expertise. When Google evaluates the value of a website, they look at EAT—Expertise, Authority, and Trustworthiness. Blogging on relevant topics gives you the opportunity to demonstrate your knowledge on a particular topic. This will in turn lead site visitors to have more trust in you.
- Visitors Will Stay on Your Site Longer. A well-written, informative, or entertaining blog encourages visitors to stay on your site longer, perhaps leading them to read your other posts. When visitors spend time on your site rather than clicking away, it suggests to Google that they have received value. Google hasn’t specifically said that dwell time is a ranking factor, but they have indicated that it is something to which they ascribe value.
- It Gives Opportunities for Internal Linking. A large part of Search Engine Optimization involves links, both internal and external. Internal links are easier by far since you create them yourself. The more you blog, the more opportunities you will create for internal links, leading visitors from one page to another, increasing dwell time. Using anchor text to inform Google about the content of the page you are linking to can be used to strengthen connections to targeted keywords.
- It Can Encourage Other Sites to Link to You. If you are constantly providing high-quality and relevant information that demonstrates your expertise, other sites may begin to link to you. While internal links are useful, earning external links shows Google that your site is authoritative and trustworthy.
- It Builds a Connection with Your Audience. While this isn’t necessarily something that Google can measure, when someone likes, trusts, and finds value in your site, they are more likely to share links that can bring you more visitors, which can, in turn, lead to even more shares, driving traffic to your site.
Blogging should definitely be a part of your strategy as it benefits you in a number of ways, not the least of which is improving your SEO.