How Consistent Blogging Boosts SEO and Increases Traffic

by | Sep 14, 2021 | Business, Content Marketing, writing

There are many misconceptions about the role of a blog on a business’s website and how it relates to that business’s online presence and sales. Some businesses feel their website would have no use for a blog or that the money and time put into maintaining one will not see a return on investment (ROI). The idea of blogging may sound like something that influencers or artists do and would never lead to sales in a serious business. Other businesses may feel that, because they are small and local, blogging has no value and is something that only benefits larger companies.

Furthermore, businesses feel that their website is professionally structured, easily navigated, and conveys all the relevant information related to their products and services. New product descriptions are maintained, and, therefore, a blog would have little value.

The truth is, when a business buys into one or more of these misconceptions, they are likely losing out on substantial sales. Without a blog, websites are much more likely to bring in junk traffic to their website that will not convert or may begin to see their internet traffic steadily decline. Maintaining and regularly updating a blog is a proven way to substantially increase a business’s search engine optimization (SEO) and increase traffic to a website. Let’s take a closer look at why blogging is so lucrative for a business.

Quality Blogging Increases SEO

Using keywords to boost a website’s SEO is a tactic that has been used since the early days of the internet. For example, let’s imagine a user was searching for “rollerblades.” This user would type in the keyword “rollerblades” into their search engine, and the results would pop up onto their Search Engine Results Page (SERP). From the SERP, they would go on to explore websites that would inform them about rollerblades, as well as to websites that would sell them. The idea of keywords was simple: pack your website’s content full of related words (“roller skates,” “roller rinks,” “inline skates,” etc.), and this would generate traffic to your site.

That was known as “Keyword Stuffing,” Businesses did this by throwing every keyword they could think of into their website content to draw in as much traffic as possible. Surprisingly, decades later, many businesses believe this tactic is all that goes into SEO and then fail to understand why they are not seeing their internet traffic increase or convert.

The truth is improper keyword use is not only ineffective at bringing in traffic to a website but may be detrimental to their online presence altogether. Below are some common reasons for this and describes how blogs can remedy the situation.

Google Punishes “Keyword Stuffing”

If your website feels like it is simply there to sell someone something, potential customers will see right through it. In a day and age where everyone is bombarded with ads on their computers, apps they use on their phones, and online games they play, they have little patience for anything that does not give them useful information or tell them something they do not already know. Google feels the same way.

To give users relevant information, Google continually updates its complex methods of indexing websites to reward websites with useful, regularly updated content and help users steer clear of sites that don’t. When Google deems that a website is up-to-date and relevant, it gives that site a higher ranking on its SERP. As you may be aware of because of your own browsing habits, not many users dive deeper into an internet search than the first or second page of SERP when querying a topic. Where a business lands on these results pages can make all the difference between heavy traffic and few visitors to a website at all.

Google’s algorithms are becoming more sophisticated each day and actually punish websites for keyword stuffing or containing poor quality or rarely updated material. Because Google’s method of indexing websites has become so good at identifying quality, some industry leaders have gone so far as to say keywords are no longer relevant at all. However, nothing could be further than the truth.

When keywords are used in blogs that match the user’s search intent, Google not only recognizes relevant keywords within these well-written blogs but will reward the site with a high SERP ranking. Simply put, quality blogging increases SEO.

Blogging Organically Boosts SEO

The keywords that will bring relevant users to your website can literally change overnight. If your website does not stay relevant with current trends, it is safe to say that your competitors are beating you to it. What brought in traffic last week may not necessarily bring in the same traffic this week. This can be caused by changing seasons, popular new trends taking off on social media, brands name-dropped by celebrities; in truth, the reasons for rapid change are endless. Consistent blogging is a sure-fire way for websites to put out content specifically geared for that moment in time.

Let’s return to the example of rollerblades. A customer looking to buy a pair of rollerblades in the spring will likely be interested in the brands and styles work best on outdoor bike paths and sidewalks. A business with a blog addressing something such as “The Top Ten Rollerblades for Summer Months” will keep a potential customer engaged in the website. On the other hand, an outdated blog from the fall discussing indoor rollerblade equipment would not fair as well in the springtime.

To look at a more extreme hypothetical, a famous social media influencer may turn a youthful demographic onto roller skates with a single Tik-Tok video. A company failing to recognize the newfound interest in roller skates in lei of advertising roller blades will miss out on sales to a competitor with an up-to-date blog about roller skating.

Blogging Creates Interaction (But the Content Must Be Quality!)

Thinly veiled ads don’t cut it when it comes to blogging. Potential customers won’t stay engaged with the generic content and move onto other competitors whose blogs convey to them unique, insightful, and specialized knowledge. Thoughtful content keeps people’s attention and leads to further interaction.

Blogging is an effective means to show that a company is the authority on a subject, relay information to a target audience while not boring them, and convey a sense of shared values between the business and consumer. Furthermore, a blog is a perfect opportunity to internally link customers to other parts of your website that might interest them and lead to more conversions.

Local and Small Businesses Should Have Blogs

It is a common misconception that small, local businesses will not benefit from a blog on their website. The truth is, SEO is just as important for a small business as it is for a large one. For any local person searching for services in a regional area, a tourist, or visitor new to the area, where a small business lands on a SERP is important for more localized queries. A local business with a blog is likely to outrank a local business with stale content. Blogs can further increase sales for a local business when they utilize their blog to showcase why they are unique to an area and give unfamiliar users more information about the local culture.

Regularly updated blogs with quality content are a must-have tool for your website, whether your company is big or small. Recognition from customers, as well as Google, can do wonders for your traffic and boosting your SEO.


Cameron Contois