SEO Content Strategy – is blogging still relevant?

Content Marketing

What are you doing here?

Didn’t you hear?

Nobody reads blogs anymore.

At least not according to some marketing agencies on LinkedIn who have decided the fact they can sell you video for more than the price of a blog means they have to dissuade you that blogs still work for SEO and are a critical part of your SEO content strategy.

This of course, is complete rubbish.

In fact, according to research by Databox the vast majority of content marketers now find blogs more useful and effective than they did two years.

Hang on, doesn’t that mean that blogs aren’t just still relevant today? This suggests they’re becoming more relevant.

Blogs are as relevant today to SEO as they have always been.

Whether they’re long form or short copy, a well written, informative (possibly even vaguely entertaining) blog can be a powerful tool in your SEO content arsenal.

Maintaining a blog on your website (along with other types of content like guides, graphics and – yes – videos) can help your business’ performance is a number of ways from both an SEO perspective, but also as part of your wider marketing strategy.


Blogs allow for fresh content

It’s well known, and accepted, that Google favours websites that post new content regularly.

It’s one of the reasons “content marketing” became such a thing because suddenly everyone realised they needed more content.

Most websites have a problem trying to create this content. Unless you’re lucky to enough to have an internal content team.

Or the services of a content marketing agency.

E-commerce websites in particular struggle with content and search.

This is because E-commerce websites are largely focused on products and keywords around those products. This risks creating duplicate content (which is punished by search engines) and not being able to target long tail keywords.

That’s why having a blog is so important for these websites.

Because by having a blog attached to your E-commerce website you can target those longer tail search terms, and fill your website with fresh, bright, engaging content without risking duplicating another product description.

These blogs are also good for giving your customers information, and raising your brand awareness.

Let’s say, for example, you own a website selling pet care products.

Any customers who aren’t your customers yet (they might not even know you exist) aren’t going to Google you to find what they’re after. They’re probably not even going to Google particular brands (if they know which brand they like they’ll just go to a place they know sells it).

But what they will do is Google questions and phrases around the topics they’re looking for.

Like “Dog grooming tips”, or “best dog shampoo” etc etc.

If you’ve written a good blog on the topic then that blog is what these customers will find when they Google questions.

And, having realised you also sell the products they’re looking for as well as being this great source of information, they’ll buy them from you.


Blogs give a great opportunity for links

As your blogs are likely to discuss similar information to your web pages, it allows an excellent opportunity for you to link to relevant services and products throughout your E-commerce websites.

Search engines like Google recognise these links and your webpage will be given higher authority as a result, and in turn, higher rankings.

If your blogs are of value then there is also potential that other websites will link to the information you have provided.

External links are a great way to show search engines that you are providing helpful content and are also likely to dramatically increase traffic to potential customers.


Keyword expansion

As discussed earlier, keywords are the foundation of SEO for local businesses and of vital importance when attempting to display your website to Google.

But blogs also give you an opportunity to target long tail keywords that you otherwise wouldn’t be able to just using product and category pages.

Long tail keywords are Google searches with typically three or four words which are related to a more specific short tail keyword.

While “running shoes” are a short tail keyword – which typically have higher search volume, but more competition – the majority of searches on Google are focused around long tail searches, such as “best women’s running shoes 2020”.

Without a blog, you wouldn’t be able to target these searches and could be missing out on a tonne of extra traffic that you could turn into more customers.


Create blogs that matter

Just one quick note on blogs.

While, yes, it’s important to have some SEO architecture around them so Google can crawl and rank them, you’re writing blogs for people.

That means you should write in a style that makes it easier for them to understand what you’re talking about.

You also need to focus on what interests them, and what they need answers to, not what you feel like writing about that day.

Remember, you are not your customer. And what interests you, might not be the same thing that interests them.

All your blogs should focus on answering a key question your customers have, giving them information and advice they need to solve problems.

Within that, you can add some keywords and SEO architecture to increase the chance of your blog getting found on Google.

But always remember you’re writing for people, not search engines.

Want to see how blogging for SEO fits into your wider SEO strategy? Read our complete SEO content strategy guide for more information.

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