In short, adding blog posts to your website on a regular basis helps improve the business’s search engine optimisation (SEO). However, as with all things related to organic SEO, there is a caveat is attached.

That caveat is, the work must be high quality. Once good quality content marketing, such as blog posts are added to your website over a sustained period, it can help boost the number of organic visitors received.

So, this means a business can increase its sales, however, the written work, such as the blog posts, must have a high Google E-EAT score.
In matter of fact, before you start beavering away writing long articles, here’s the qualities the work must have if it rank on first page of Google:

– High Google E-EAT score
– High dwell time
– Low bounce rate
– A lot of good quality backlinks
– Must be generally above 700+ words to rank well
– Must have good on-page SEO

 

Helping people to find answers to questions

The large substantial online retailers and small businesses alike can’t just set up a website; click their fingers, then overnight, it ranks on the first page of Google’s organic results (it just doesn’t work like that). Instead, a lot of work needs to take place, and that’s in order to improve organic search engine optimisation.

Now, to do that, you need to write a lot of helpful guides, blog posts, evergreen content marketing, that help your customers answer questions that they might have.

These questions can vary, from how to remove the scratch on the car door to what the most energy-efficient oven is on the market today!

 

What exactly is a blog page? What does it look like?

Often, customers looking to purchase a product or service will find an answer to a question via a blog post, yet not sometimes know that they have visited on blog section of a website.

They may have just asked Google.co.uk a question, such as where the “best live music venues in Cardiff are”.

You might land on a blog post explaining different music venues available in Cardiff’s city centre; then, you might book a ticket using online booking form.The website has therefore written a helpful article to help the customer solve a problem.

As the customer didn’t know originally where the live music venues work. Then, they are informed about several venues and then the business can make a sale, by offering dates when need live music is available.

So it’s all about helping the customer by offering helpful information. Since the Google Helpful Content update, this has been more important than ever.

 

Showcasing expertise is now very important (Google E-EAT)

Ever since the Google E-EAT update, and the Google Helpful Content update its now more important than ever to show expertise in what you are writing about. To do this, the work normally needs to have high word count, plus, well written, and clearly written by someone that know what there talking about. Yet again, the work must be white hat.

 

In what ways do blog posts help improve the businesses organic search engine optimisation?

When you purchase any good SEO tool, such as Moz Pro, they will show the website’s domain authority often shown as a pie chart on a scale of one to 100%.
One way to improve your domain authority is to write high-quality content marketing and have good-quality backlinks leading to the website.

 

Featured Snippet’s

So, for those who haven’t got the foggiest clue what featured snippet is, you’ve probably seen one hundreds of times; it is when Google answers a question directly in the SERPs; that’s the search engine results pages.

So, for example, you might ask Google- “Where the best place in South Wales for a glamping weekend?”

What might be presented in Google’s results is a featured snippet for a business that might have received a local award or a national award, say from a newspaper, as the number one place to go glamping in Wales.

The benefit of having a featured snippet is that it directs the shopper’s attention directly to your business, because your business stands out in Google’s SERPS, because normally there’s only one featured snippet result.

One way to gain a featured snippet is to produce good quality content marketing. Then, Google’s algorithm might use a snippet of the text and display it directly in the SERP’s.

 

Earning backlinks rather than asking for them

Building backlinks is one of the most important aspects of search engine optimisation (SEO), yet it is also one of the most complex and time-consuming tasks of any SEO consultant. You may get rejected 100 times, before a publisher agrees to publish the piece of content marketing, in return for a do or no follow backlink.

 

Backlink profiles.

A lot of the businesses in the top positions on Google they often have extensive and high-quality backlinks. This is often one of the main reasons for why that business ranks on page one of Google, and that’s often due to quality of the backlinks, the business has accumulated.

You can use many backlink checking tools, such as Ahrefs, Google Search Console and Moz Pro to check your businesses backlink profiles.
If you have good quality links, this can send a tremendous amount of quality link juice and link equity through to the domain, which then if the backlinks are quality, will drastically improve your businesses organic SEO.

As we mentioned earlier, building backlinks involves a lot of work. Sometimes, you must do a huge amount of outreach work and potentially contact hundreds of different businesses to get just one backlink! Yes one!

Now, a way which Google’s approves of, and best way of building backlinks is actually to earn backlinks.

To receive a backlink, you have to provide a piece of content marketing to a publisher.

For example, if you wrote an extremely detailed article on how to service a BMW M3 between 1997 and 2001.

This is very exact piece of content marketing. It addresses a specific issue: that is helping someone who wants to service their BMW.

However, even though, it’s a very precise question, how to service a BMW M3 within this date range, your often still competing with many other businesses, to get your blog post onto page one of Google.

So you must push the boat out to provide quality advice to the end customer. In return for your efforts, of writing quality content marketing, you might earn backlinks from BMW enthusiasts’ pages, or you might earn them from other product manufacturers that make aftermarket products for that car.

They have therefore recognised, that you have published a well-written and informative guide, that’s useful to there readers also. So they may link to your business without you even asking them to, which means you get more backlinks, and if your business has a strong backlink profile, this is one of the main ways you get any company onto page one of Google.

 

However, the backlinks, must meet the following criteria:

• Be good quality
• Be relevant
• Mixture of do-follow and no-follow links
• Well written anchor text
• Not too many links from one website
• Follow, always Google’s Webmaster Guidelines, and follow white hat SEO methods when building backlinks

Internal links

It is rather essential to link your work internally, because you can direct visitors to different pages or blog posts on your website. This can further improve the businesses SEO, by improving their dwell time and the number of pages they visit.

So, for example, when we use a third-party SEO tool, or you may be using Google Analytics. You will want a high dwell time or time on the site to be as high as possible.

This shows to Google’s algorithm you can get shoppers into the website and keep them interested for a long time in terms of product, servives you offer, or just by offering quality advice via, say the blog section of your website.

 

Aim to lower the bounce rate

In order to improve your user experience; think about offering Good old fashioned customer service
This is where brick-and-mortar businesses on the High Street are similar to online companies today in someways, that you need offer a good user experience and customer service.

This often transcends writing a lot of helpful blog post content marketing in terms of having e-commerce business.
Answering questions your customers often ask is a way to offer good customer service and help solve a question or query.

This is the same as good old fashion customer service when a staff member or a sales representative is answering a customer’s question in store. This is the same with your website. You have to think about answering questions via your blog posts, that a customer often asks your company regarding your products and services you sell. Then answer these questions the best you can. This will help you improve the amount of organic traffic you receive to your website.