by Dr. William Sen | Founder of blue media

The Role of Blogs in SEO

Using Blog Posts to generate better conversion results for your SEO!

Engaging clients about the benefits of blogging is a common occurrence that comes with questions centered on information about blogs that are misconstrued. Telling clients about the importance of blogs without showing the conversions they generate is almost like carrying coal to Newcastle.

As evident, everyone quite agrees that blogs are a perfect outlet to disseminate information; a whole lot of it in fact but often more than not, there are many question marks hanging on the importance of blogs for the purposes of conversion.

This article hopes to lay this to rest but prior to highlighting the value around blogs especially how it aids the success of SEO campaigns, there is the need to lay misinformation about blogs to rest, while setting a clear definition for blogs and their roles in yielding SEO conversions.

Blogs for SEO: Memory lane

A few years into this millennium, blogging started and began to find its feet owing to the growing ease of using the internet. The first couple of bloggers that emerged operated their blogs as personal websites and blogs were seen as memoirs detailing people’s everyday life experiences and opinions.

In the real sense, that was nearly two decades ago, but merely 10 years in the IT world. Confusing right? Let me explain. Moore’s law ascribes to the fact that technological advances happen faster than social and cultural advances. The law believes that technology catches up with society faster and therefore relates ten calendar years to one year in IT. This is not just some mathematics designed to favor IT so, if we consider that in light of blogging being an IT endeavor, you should see that blogging is beyond keeping memoirs and journals.

It is a painful thing to belittle the effects of an IT endeavor because of the lack of information about it. You do not have to blame yourself further for it. All you need do is read this article to get informed real quick.

Blogs in 2024: The Present

In a matter of time, the popularity of blogging grew and rather than being used by individuals alone, companies, organizations and businesses embraced blogging. Blogging today, owns a significant portion of information sharing on the internet and marketers of products even prefer sharing information about their new products through blogging rather than drawing up a sales pitch to journalists who will thereafter help them disseminate information about the product. Today, our blogosphere is inundated with various information about companies and their products, details about their business and scope of operation and are very different from what blogs used to depict before now.

One fact is – it is almost impossible to survive as a business organization without a committed blog to share valuable information about your business and this is why even news outlets have embraced blogging. As expected, blogs today infuse a whole lot to make the information shared wholesome with articles, news, and even video posts (vlogs) springing up simultaneously.

The function of a blog is not hard to miss. Blogs attract and drive traffic to your website through several media points including social media, SEO and direct referrals. This traffic is the soul and determinant of a business’ success in many ways today.

Except you are Kardashian or from the Royal family, people these days appear to be less bothered about what you’ve been up to. In the same guise, advertising your products on blogs is also considered archaic and discordant on many fronts. It would seem that it is not only the readers of the blog sites that believe so; search engines regard blogs as a medium to disseminate spam.

This may be confusing to you but all indications points at it as a valid result of Moore’s law explained above. What does a blog post mean in light of all these?
The main directives of blog posts today, are to entertain, provide relevant information and to especially help the readers solve a debacle. As you will see that this was not the initial focus of blogging but according to the demands of our society, blogging became better because it could be used to meet these demands and offer solutions. The online marketing endeavor of any company involved in online marketing and SEO without blogging is in fact a futile endeavor. Beyond these, the success is still reliant on other factors one of which is having very great blog posts.

In relation to making sales, I am sure you are itching to know how they converge with blog posts.

We will get to that shortly:

Adding Value to SEO with Blogs

How does blog posts add value to SEO? How can you make the most of blog posts and convert to sales without infusing adverts in them? How do you know a valuable blog article if it is free? Questions like these are too common and why many people do not seem to get a hang of it, here’s why in very explicit terms.

Running a blog with the intent of attracting considerable traffic requires consistent posting and a viable blog strategy. For this kind of strategy, it is not appropriate to appear “salesy” to the visitors to your page rather, the strategy needs to center around giving them great value and attracting them using professional SEO keywords and detailed target audience research. It is okay when the visitors to your page only read the articles, explore the information, show appreciation and leave your page for some other time when you will post valuable stuff again.

Here is the real icebreaker:

Retaining a consistent flow of traffic to your website means just one thing. It means Google does not feel that your content is intended to spam visitors to your page!

Better yet, a regular update of content on your page will yield a high click rate, which will get your blog to shoot up the search engine ranks quickly. Having real traffic on your side is the best thing that can happen to your website as it sets the ground running for engagements with a larger audience, which will boost your ranks on Google.

The long and short of this is making sure that Google picks signals that your website is providing visitors with rich content that needs to be pushed high up the ranks on search engine page results in order for such content to reach more people.

This is a threshold point that you must cross first and after crossing the threshold barrier with Google, there is no better time to develop a sales strategy around the content on your website. The essence of making rich content available is to gain the trust of the search engine amongst the many mischievous, unreliable content churned out per minute and being able to leverage this trust with your Sales Funnel. Sustaining this funnel requires traffic, traffic requires valuable content updated regularly. Do you get the picture now?

The moment Google recognizes your website as a resource point for valuable content, in extension; it will recognize all other aspects of your website including your product and services page and drive the same traffic to those pages. It is tantamount to urging the visitors to be acquainted with more information on your page and this is exactly how you advertise your products and services.

Strategizing Blogs for SEO

Clearly, if a blog were defined as a tool to gain Google’s trust, no one would be wrong. It is therefore important that you understand that keeping a blog for your business should not necessarily be for conversion yielding purposes. This is the unwritten golden rule of SEO and it should be made plain that your blog only plays a part (getting your website ranked) in the bigger SEO picture.

A great blog with very useful content and a flawed SEO strategy will not yield impressive results and vice versa. This is why in order not to allow loopholes, you do not rest your oars on the dividends of SEO alone rather you combine it with social media, content optimization and an intuitively built landing page with all the elements that reflects the core of your business.
Example:

Suppose you have five product and services page and you have been able to publish about 350 highly informative and valuable blog posts, your product and services page will automatically rank higher on Google because of your blog. Being able to hold down your audience through the sharing of persuasive content on your blog posts will altogether make your website a resource where Google will drive bountiful traffic.

This sail is sure to fly if you remain consistent with the quality of the content you put out and its regularity.
The trust is all you need to ensure is in place although it may seem difficult not to pay attention to the conversions at first but if you do not establish the reputation of your blog first, then every other page will fall apart like a pack of cards.

There are so much amazing benefits inherent in sharing beautiful content on your blog. One of this is the growth of your brand’s awareness and loyalty from visitors to your page. However, you must not forget that pushing your website to the highest ranks attainable in Google and other search engines is the biggest break you need to achieve conversions and sales.
Blogs are excessively important for the success of SEO but direct conversion is one of the results it yields later.