How Writing a Blog Can Improve Your SEO

Back when the internet was bright, shiny and new, blogging was simply an online journal; a space for sharing personal thoughts or writing about a topic of interest. But if you still think that’s all they are used for, you’re missing out on one of the most powerful tools you can use to boost your website’s search engine optimisation (SEO).

In previous posts we’ve touched on SEO in various contexts, from on-page optimisation tips to discussions on targeting long-tail keywords. So now, let’s look at why blogging is essential for SEO and give you some actionable tips you can implement TODAY!

5 Ways Blogging Helps SEO

1. Blog Posts Keep Your Website Fresh and Updated

Search engines love websites that are active. A website that’s frequently updated with fresh, relevant content is more likely to get noticed than a static site that doesn’t change for months. Writing regular blog posts tells search engines that your website is active and providing current, valuable information to users.

When you blog, you're essentially telling Google that your website is "alive" and deserves attention. Google’s algorithm rewards this, meaning a regular blog schedule can help your site rank higher over time. One study found that websites that blog regularly have 434% more indexed pages than those that don't. More indexed pages give you a better chance of being ranked for various keywords.

For example, if you’re a small business owner, writing about industry trends, answering frequently asked questions, or sharing how-tos can show both your audience and search engines that you’re in tune with current topics.

2. Blogging Helps Target Long-Tail Keywords

Keywords are still a critical part of SEO, but competition is getting tougher – especially for broad topics (e.g. SEO or web design in our industry). Instead, content now needs to be tailored to what people are actually searching for.

This is where long-tail keywords come in - these are longer, more specific phrases that people type into search engines. Because they are more detailed, they tend to have less competition and a higher chance of conversion.

For example, let’s say you’re an accountant who specialises in small business accounts and VAT. Instead of just trying to rank for "accountant," you could write blog posts targeting long-tail keywords like "best accounting practices for small businesses" or "why your business shouldn't be scared of VAT."

Blog posts give you the space to naturally incorporate these keywords in a way that feels conversational and helpful, which makes both readers and search engines happy.

This is how we write our own blog posts here at Web Goddess – with an emphasis on the importance of using keywords naturally whilst explaining things in the way our clients find most useful.

3. Blogging Builds Internal Links, Which Strengthens Your SEO

Internal linking (linking to other pages on your website within your blog posts) is important for SEO. When you write a blog, you can naturally add links to other relevant content on your site. For example, if you mention a product or service in your blog post, you can link directly to its page.

Internal links are great for two main reasons:

1. They help search engines understand the structure of your website and find your content more easily.
   

2. They keep users on your site longer by directing them to more of your content, reducing bounce rates and encouraging engagement.
   

For example, if you’re writing a post about the benefits of using social media for small business marketing, you could link to your main social media services page or other posts about optimising social media profiles for SEO.

Not only does this help search engines, but it also improves the user experience by making your site more navigable.

4. Blog Posts Generate Backlinks from Other Websites

Backlinks are links TO your site from OTHER websites and are a major ranking factor for Google. When other websites link to your content, it’s a way of telling search engines that your website is trustworthy and authoritative. So, one way to earn backlinks is by producing high-quality, informative blog posts that other websites want to reference.

When you consistently write insightful blog posts that are useful to your audience and a wider readership, there’s a higher chance that other websites will link to your posts.

For example, if you write a comprehensive guide on “how to boost SEO for local businesses,” another website focused on small business marketing might link to your post as a valuable resource rather than trying to rewrite the post themselves.

5. Blogging Increases Social Media Opportunities

One of the often-overlooked benefits of blogging is that it creates content you can share on social media. While social shares themselves don’t directly impact SEO, they can indirectly help by increasing visibility, which can lead to more backlinks and website traffic - both of which do improve SEO.

Every time you publish a blog post, you have an opportunity to share it across your social media platforms. This drives more traffic to your website and can get your content in front of new audiences. If your post resonates with people, they may share it with their networks, which could generate even more traffic and potential backlinks.

AND, don’t forget that a well-written ‘evergreen’ blog post can be shared multiple times not just on social media but with clients and colleagues, thus meaning that one piece of content can have a very long shelf life.

This example The Evolution of a Blog Post is what we share with clients to show how a blog post can evolve to be an important part of your website and marketing strategy.

How to Make the Most of Your Blog for SEO

Now that you know the benefits of blogging for SEO, here are our most practical tips on how to maximise its impact:

• Target relevant keywords: Research and include long-tail keywords naturally within your post. Write about what you know and make sure that your post provides VALUE to readers and is not just an attempt to please Google.
  

• Write regularly: A frequency of at least once a month is a great place to start, but whatever you choose, make sure it is consistent – so don’t start out once a week if you only get a couple out before realising it’s unrealistic!
  

• Make your content readable: Use short paragraphs, bullet points, and headers (like we’ve done here!) to make your posts easier to digest. You’ll only keep people interested and willing to return if they can actually read what you’ve written.
  

• Add visuals: Include images, infographics, and videos to make your post more engaging and visually appealing. A whole page of text isn’t very exciting so put some effort into demonstrating the points you make with visual elements.
  

• Promote your blog: Share your posts on social media and other platforms to increase exposure. And remember – evergreen content can be shared multiple times and not just when you first post it.

In Summary

Blogging isn’t just about filling up your website with content - it’s an essential strategy for improving your SEO, driving traffic, and building authority in your niche. By writing regular blog posts, targeting long-tail keywords, adding internal links, and creating content that others will want to share and link to, you can dramatically boost your site’s SEO performance.

Remember, SEO is a long game. But by consistently adding valuable content through your blog, you’ll set your website up for sustainable, long-term growth. If you need help with SEO, be sure to check out our SEO Services. We’d love to help you improve your blogging game!