25 Ways That Publishing Blog Posts Can Help Your SEO
Blogging is a critical component of today’s modern organic SEO. It’s a core element of inbound marketing, and every aspect of blogging has some benefit on your website as a whole.
I’m not going to prevaricate here – let’s just get right into the benefits.
Direct Google Benefits
First up, let’s talk about the benefits to your site that come directly from Google. Remember, Google’s algorithm for ranking sites is fantastically complicated, such that just about anything you do correctly on your site can give you a positive impact. Here are some of the most important and influential aspects of having a blog.
1. More Blog Posts Means Better Overall Content Quality
A lot of the basic pages on your site – the homepage, the About page, product pages – don’t have a lot of high-quality content or SEO value. Others, like landing pages and system pages, should be “noindexed” in the first place.
To increase the overall average quality level of the pages on your site, you need to publish high-quality content in bulk and on a regular schedule. Blogging is the best way to do this, though it’s not necessarily the only way.
2. More Content Means More Indexation
Every time you publish a piece of content, Google will eventually discover it (barring a reason they won’t, like a
noindex tag). As more and more content is discovered and indexed on your site, Google will start to check more often. This, combined with using a sitemap that you submit to Google and keep up to date, means you’ll have a relatively fast turnaround time from creation and publication to indexation and distribution.
3. Regular Fresh Content Earns Better Rankings
One thing Google likes, and which has been both empirically demonstrated and explicitly stated, is a regular flow of content. I’ve written about the subject before. An ongoing flow of content is a sign of a well-maintained, cared-for website, and Google generally prefers promoting active sites over sites that have no maintenance.
This isn’t just to ensure that the content is likely as up to date as possible; it’s also to prevent potential security issues and the threat of a site disappearing one day with no warning.
4. Every Post is a Keyword to Target
Every single post you write should target a keyword you haven’t targeted before on your site. Thus, every single post you write should be a new place where your site can rank in a search, where it didn’t before. This fills in gaps in coverage for your site, makes you more of a total resource rather than a partial resource, and builds more robust brand awareness. Your eventual goal is to make sure that nearly any search a user could make related to your industry has a relevant post somewhere in your archive, though this can take years to achieve in practice. I’m still working on it myself – a blog is always growing.
5. Every Post is a New Source of Traffic
I often say that every post is an opportunity. Every single post you write is a chance to rank in Google search and is a chance for users to find you. The more disparate sources of traffic you have (even if they all come from Google), the more traffic you’ll build over time. It’s also more resilient as long as Google doesn’t de-list you.
If you rely on one viral high-traffic page, interest can pass and traffic can dry up. If you have a thousand posts with a small traffic income, you’ll have high traffic forever.
6. More Content Fills in Gaps in Coverage
I touched on this earlier; your goal is to appear for every search a user could make. Every new post you publish is a new topic you hadn’t covered before. Granted, some of those topics are too high competition to rank for right away, but you can leave those for later. Work on the low-hanging fruit first, and build up your total site value so you can start ranking higher for more competitive keywords, working your way up the ladder until you can hang with the big boys.
7. Posts are Opportunities for Schema Markup
Another thing Google likes is websites that use Schema.org rich markup.
Any time you can find an opportunity to use this stuff – like writing reviews with star ratings, recipes, writing instructions with steps flagged, or even just writing rich content – you’ll find that post performing better than the same post without that markup. Repeat this often enough and you can see significant benefits to your SEO.
Secondary Benefits to Your Site
While the above section is about the blogging benefits that you get directly from Google, the secondary benefits are about the benefits of the extra traffic and visibility you’re getting on your website. They’re benefits that are proven to help your SEO but that don’t come directly from search engines. They are, however, just as important.
8. Blogs Serve as Bait for Links
Linkbait posts are one of the 12 types of blog posts that you can find on a blog. They’re posts that are specifically engineered to be linkable resources; they are kept up to date, made to be as evergreen as possible, and are designed to be irresistible to link to.
The goal with them is to get people within your industry to link to those posts because of the value they represent. Links, of course, are foundational to Google’s algorithm and are immensely valuable and important. Without links, the results on search engines would not be as valuable. They’ve tried it in the past, and search quality suffered.
9. Each Post Helps Build Internal Links
One thing many webmasters overlook is internal links. Linking from one blog post to another within your site has SEO and user experience benefits such as improved relational awareness, improved indexation, and some tertiary benefits that I’ll mention later. Every post is a chance for a handful of internal links to help spread value throughout your website as a whole.
10. Blogs Build Thought Leadership
One of the most important intangible aspects of SEO is thought leadership. If I say a name like Brian Dean, Neil Patel, or Seth Godin, you know who I’m talking about, because they’re respected and well-known people.
For the most part, they became respected and well-known because of blogs. One of the primary goals of content marketing as a whole is to position yourself as a thought leader within your industry, which opens up doors to opportunities, partnerships, and more.
11. A Better Site Encourages Guest Post Trust
The better your site is, the more opportunities you have to network with other blogs. Blogs smaller than you might be more than happy to post for you, or to let you post on their sites. Blogs around the same size as you can be open to sharing posts and partnerships. Blogs larger than you will always be looking at your site to see what kind of quality content you create. This happens before they even begin thinking about whether or not they’ll let you write for them. The better your blog is, the more doors that will open for you.
12. Blog Comments Increase Page Content
When you build a blog, one of the things you build is a community. I’ll talk more about that specifically later, but first, one thing that community does for you is leaves comments on your blog. Blog comments are always an excellent resource for you.
They add word count to your page, they can add keywords that are related to your content but you couldn’t fit in, and they help you build a sense of community by responding to and fostering them.
13. Blogs Include CTAs for Newsletters
Every good blog post has some form of a call to action to another page on their website. It might be a product, a service, an eBook, or just a newsletter, but it has to be there. Calls to action are the core of what makes a blog actively work for you. These help your business and your site in general and can boost your SEO by encouraging users to stick around and do more on your site. They help to reduce your bounce rate, and visitor engagement is measured by search engines.
14. Blog Posts Improve EAT Scores
Google’s Expertise, Authority, and Trust scores are part of the overall ranking of quality and utility a site has, and are a reflection of how well a site can rank.
The more content you publish – as long as the content is relevant, on-topic, and accurate – the more you’ll build up that EAT score and rank higher for it. Every blog post helps with this, no matter how much or how little traffic it gets.
Benefits to Your Ecosystem
Your ecosystem, in this case, is your extended network of assorted profiles, audiences, and communities you build. Your Facebook page, your Twitter profile, your community groups; all of them can benefit from your blog posts.
15. Every Post Helps Grow Social Media Profiles
Every time you publish a new blog article, you can share that post on your social media profiles. To most people’s surprise, you can often share that post more than once, or even more than a few times, and continually get more traffic and value out of it. Since social media is heavily reliant on fresh, new posts, it’s more relevant than ever to get as many posts as you can on your social profiles. Social media users are all logging into their profiles at different times of the day, and by posting the same article a handful of times, you’re reaching a larger percentage of your fanbase. This generates more exposure to your content, brings more eyes to your profile, and draws more people into your ecosystem.
16. Every Post Users Discover is a Chance for Them to Share Organically
Remember, not all users visit your social media profiles directly. Many of them log into their social media accounts every day but don’t necessarily care enough to follow you. If you write interesting content and they find that content – either because they visit your blog, follow an RSS feed, or just found it through search – they might decide to share it with their friends, family, and followers.
That, too, benefits your social media presence and your blog in general. Add some social media sharing buttons to your blog posts – this encourages every new visitor to your article to share it with their fans. We’ve seen a single tweet drive tens of thousands of visitors in a single day. You never know what kind of influencer will stumble across your post.
17. Embedding Videos Gives Benefits to Both Blog Posts and the Video Itself
A more specific version of an ecosystem benefit is from videos in your article. Creating and posting a video to YouTube has a lot of benefits, but embedding that video in a blog post can help it immensely. Not only will your blog post engagement improve from increased dwell time and engagement, but your article will be more valuable, and your video will generate extra views from every visitor to your blog post who watches it. It’s a great symbiotic relationship.
You can consider expanding on your YouTube videos in greater detail and providing sources to cite your claims, then embed your video (or multiple videos) throughout the blog post. Monitor your “Session Duration” metrics as well as your video views over the next 6-12 months. You’ll be surprised by the results.
18. Blog Posts Can Be Repurposed
I’m a big fan of repurposing and recycling content that you’ve already created. Whether you convert them into audio for a podcast or a video, or you reduce them down into smaller chunks for tweets or slide decks, taking a piece of content that you’ve already created and using it for other purposes is a great way to get more value and mileage out of it.
For example, we’ve recently written an article about how you can turn a collection of blog posts into an eBook. Get creative and take advantage of the content that you’ve already written.
19. You Can Create Feedback Loops with Communities
Publish a piece of content on your site, then go to promote it in communities like LinkedIn Groups, Facebook Groups, web forums, and Reddit. Listen to what those people have to say, iterate upon it, and grow. That feedback can guide more posts in the future, for example, and it can inspire further engagement from those communities, building a feedback loop between their hub and your blog.
Many benefits aren’t directly tied to Google but are instead tied to your users. Strong performance on search engines is great, but it’s only as good as the users you get from it. You need to capture and engage those users, keep them in your orbit, and draw them deeper every chance you can get. Blogs are great for doing all of the above.
20. More Interlinked Content Improves Dwell Time
Internal links keep users floating around within your site. The longer they’re on your site, the higher your user dwell time is. Dwell time is a semi-controversial metric, some people don’t think it matters directly to SEO, while others do.
I think it’s good to boost one way or the other, so getting more content and interlinking it with other content on your blog is always going to be a good thing to do.
21. Better Content Reduces Bounce Rates
One of the elements I mentioned above was trying to make sure that every search a user could make has a corresponding post on your site about it. Part of this is accuracy.
Finding what people are searching for through keyword research, then providing for those needs, helps ensure that every user who clicks through to your site finds exactly what they want. This reduces bounce rate, which is an SEO metric, albeit a minor one.
22. Content Builds Trust and Leads to Conversions
If you’re going to buy a product, would you rather do it from a company that has no blog, or one that constantly writes about how to use the product, how to maintain it, and what problems it can solve? By showcasing that you can provide more than just a product, you build trust in your brand, and that trust encourages conversions.
23. Responding to Comments Builds a Community
Building a community centered around your site helps grow traffic, add content, target more keywords, and generally build a brand.
You become more than just another blog, you become an entity that people recognize, engage with, and enjoy. Blogging is, as usual, the foundation of accomplishing this.
24. People Talk About You with Brand Mentions
The more you post on your site, the more awareness of you spreads. More and more people begin to recognize your name and, more importantly, talk about you in other locations. Whether it’s on social media or on another blog, even an unlinked mention can be valuable to your brand and to your SEO.
25. Customer Questions Give You More Topic Ideas
One of the best things you can do as a blog owner is to encourage users to ask follow-up questions about your content. When they do, you can give them both a short answer in the comments (which increases topic and word count coverage) and write a longer follow-up post on your blog later. After all, if someone asked the question, it proves demand exists.
All of this is to say that a blog can benefit your site in a million different ways. Any one of them, isolated and taken alone, doesn’t add up to much. All of them together are how you get major powerhouse sites and brand names known nationally or globally. So, get working on that blog!