Blogs and SEO
With almost 2 billion websites on the Internet, it can seem like a miracle that anyone manages to stumble across your business. But it’s not magic. It’s science. While Google is not the only search engine, more than 85 percent of people searching online use Google. And while Google doesn’t publicly release the full nature of the algorithms that decide which websites show up where, there is quite a bit of information that can be used to optimize your site to help ensure you stay on top of your SEO game. And one of those indicators is E-A-T. Let’s explore what that means and how a business might use a blog to increase its placement on Search Engine Ranking Pages (SERPS).
Blog Posts for SEO
What is SEO for blogging? Expertise. Authoritativeness. Trustworthiness. These three words are integral to your SEO strategy. And they demonstrate why blogs are important for your content marketing strategy. But what exactly do those words mean? Well, first you have to start with a fundamental understanding of “beneficial purpose.” While you may think the purpose of your website is to sell products or services, Google would disagree. Websites that don’t have a beneficial purpose rank lower. As far as Google is concerned, websites should exist to help people. That’s one of many reasons to use blog posts for SEO. Blogs provide information. Information is typically helpful. Typically. Which is where E-A-T comes in. Let’s take an example of a company that sells unique and fun candles.
Expertise & Authoritativeness: Who writes your blogs? Are they an expert on the topic? Do they have the credentials to prove their expertise? For our fictional candle blog, they decide to write a blog about candle safety for dog owners. That’s definitely in line with the beneficial purpose requirement. But what might signal higher expertise—a blog written by a dog owner or vet? Probably a vet, right? Now, what if we made that even more specific—a rural large-animal vet or urban dog/cat vet specialist? What about a dog ER vet that has specific experience treating dogs that have been hurt or made sick by candles?
Trustworthiness: This is where consistency and strategy really come in. A lot of the trustworthiness of sites is determined by what sites you’re linking to and what sites are linking to you. Guest blogs on your site by recognized experts in your field can increase your trustworthiness as can writing guest blogs on other sites (or other high-quality, trusted sites linking to blogs on your site).
Regardless of your industry, a sound and consistent blogging strategy can boost your rankings on search engines and drive new customers to your site. Globe Runner has the SEO and digital marketing know-how to develop a strategy that helps your search engine rankings take off. Blogging is an ongoing process that keeps you relevant, and Globe Runner keeps track of how your blogs are performing with detailed analytics that allow for shifting to meet changing paradigms. Check out some case studies and then get in touch for more information!
Frequently Asked Questions
Are blogs still relevant?
Blogs can bring people to your website looking for important information and build your reputation as a trusted expert in your field. Blogging for companies can go a long way toward boosting your search engine rankings.
Is a blog necessary?
While a blog is not necessary, not having one could mean more work on other kinds of SEO to maintain the same rankings and conversions. Blogs keep your website and content fresh in a way that other strategies may not. And it humanizes your company and gives your brand a voice that your current, potential, and future clients will feel like they’re able to have a meaningful relationship with.
What is the purpose of blogging?
Blogging has many purposes. For the purposes of your SEO strategy, your blog can go a long way to boosting your placement on SERPs while simultaneously establishing you as an expert in your industry and creating a relationship with potential customers before they’re ready to buy your product or service.
How long should blogs be for SEO purposes?
As with most things about SEO, the answer is, “It depends.” Quality over quantity is always important, but a blog that is under 600 words tends not to be able to demonstrate the E-A-T qualities that can help with SEO. Your best bet? Go for a mix—shorter 750-1000 word blogs that provide necessary information on specific topics and longer 1000-2400 word blogs that cover larger or multiple subjects.