Why blog? What are the benefits of blogging to a business and its marketing?

Published: 16/12/2024

Author: Ryan Walsh

Most company websites have a dedicated blog or article section. Why?

Why are businesses writing such long posts as part of their marketing strategy?

Why do copywriters work with businesses to write long-form content marketing, and what are the benefits of giving away free advice?

Well, in this article, we shall explain why, despite the innovation in AI, that’s artificial intelligence, we don’t think good copywriters will be out of business just yet.

 

What are the benefits to businesses of publishing blog posts?

Two reasons: more organic traffic and more potential customers; let’s tackle each one separately:

More organic traffic (monitor this using Google Analytics)

So, the main reason businesses, from construction companies to solicitors, publish blog posts frequently is simple: to draw in more organic traffic from Google.

The benefits of this are vast. If you answer commonly asked questions relating to your industry, you can draw in more shoppers, and the more shoppers, the more opportunities to make more sales.

So, good content marketing cuts the mustard, has a very high Google E-EAT score, and is useful. People normally read the blog post and then click an internal link on the website.

So, lets say they are researching which kitchen blender to buy.

They click the top result on Google, which says “top 10 bestselling kitchen blenders”.

Then on your website, you have internal link to each product, this way your publishing helpful and useful content marketing.
Your also, then converting that customer from a blog post, to a product page, where you may make a sale.

What is business blogging?

Let’s take the example of the “magic circle” in the U.K.

An area where some of the U. K’s top solicitors are.

Now, a top solicitor or barrister could earn, let’s say, 1k an hour representing their clients, so why would they be giving away free advice on their website?

Why would they be paying top digital marketing agencies, like us, to write 2,000, 2,000-word blog posts crammed full of helpful advice?
Well, it’s all due to online visibility.

Regardless of which business sector you are in, whether you are a top solicitor or in another sector, you will want to attract as many customers as possible, the right sort of customers who are interested in your products or services.

Usually, you will have a Google AdWords campaign running simultaneously to maximise visibility.

But you also want to be in the top three results, say, in Google’s organic results, for as many keywords as possible.

So, this is where blogging comes into its own.

You want to publish content marketing, aka blog posts, to draw in as much organic traffic as possible. This will increase your business’s online visibility and brand awareness.

 

 

Google E-EAT, building authority and backlinks

Copywriters working at various SEO agencies globally churn out thousands, well, probably millions, of new pieces of content marketing daily.
So when Googlebot indexes this work, how does it know where to place it?

Should Google’s algorithm rank the work as 1st on Google or 100th place?

How does Google make this this decision?

Well, Google’s algorithm works out how good that blog post is. It uses something called Google’s algorithm, which is made up of many ranking factors and AI and has been programmed with a set of guidance set out by Google E-EAT—sound complex?
Well, that’s because it’s very complex.

Google employs many engineers who constantly fine-tune and improve their algorithm, which is good because it keeps SEO agency owners like us on our toes. That’s because the core algorithm updates can come around as often as four times a year.

Google’s core algorithm updates majorly change where businesses rank on Google.

So, we are deviating from the main point: how do you improve a business’s authority?

Well, you do that by building quality backlinks.
That’s how you improve a page’s authority by getting quality backlinks, say from BBC News, because, let’s say, your company has just won an award.

 

How do you earn backlinks?

Well, let’s say you write a blog post that is high in word count and aimed at being really useful.

So, let’s say, for example, you run a garage.

You specialise in serving Mercedes cars.

You publish a detailed blog post, including embedded YouTube videos and text, explaining how to service yourself a Mercedes 330d.

Now, you might think, why would an independent Mercedes garage spend time producing this work? Well, here’s why:

– More organic visitors, so people who don’t want to service the car themselves may hire you
– You can backlinks
– These backlinks improve your SEO across many keywords
– you rank number 1 in Google in your local area
– you gain more customers
– you’re seen as an authority when it comes to car repair and car servicing in that area due to the blog posts you have published, which have high Google E-EAT scores
– You can gain more business locally due to your helpful and valuable guides.

 

Long term benefits

So, what are the long-term benefits of blogging?
Well, there are many. For example, you could have, let’s say, over 100 articles that Google has placed in its index.

This article could bring in a steady stream of people interested in your products or services.

Sometimes, these people may not want to purchase the item immediately and may need to do some more research.

Yet, by offering helpful advice, you are improving your business’s “brand awareness.” By doing this now, that person may return to your business at a later date and purchase from you.
Alternatively, some shoppers may be ready to buy the item there, so they may click the internal link and then purchase there.

Improve Keyword Coverage

So, one of the main purposes of any SEO agency adding blog posts to their clients’ websites is to help that business appear for different keywords.

For example, a solicitor’s practice often offers many services, perhaps over 10, and there will be variations in how these services are described. So, by adding content marketing, such as blog posts, you are improving your chances of appearing for different keywords.
Enhanced SERP Presence

Take our SEO company. Ryan Walsh manages it, and over the years, we have published many blog posts about search engine optimisation. We now appear on Google for hundreds of different keywords related to SEO; this wouldn’t be possible without regularly publishing content marketing.

 

Attract more organic traffic

Blog posts help a business obtain more free, organic traffic from Google.

 

Strengthen site authority & trust signals

To improve its Google E-EAT score, a business must show experience, expertise, authority, and trustworthiness. To do this, it must publish high-quality blog posts and content marketing.

Improve user engagement metrics

High-quality content marketing is essential for improving user engagement metrics, such as dwell times and bounce rates.

 

Refine internal linking structure

Internal links and anchor text must be written in a white-hat way.

Strengthen brand positioning & thought leadership

If you are an expert at what you do, publishing blog posts and offering helpful advice will make you recognised as the “go-to” expert in that industry.

Because of the semantic web, Google will recognise you as the expert in your industry, and you are likely to rank higher on Google.
Attract More Qualified Leads

If you regularly offer helpful advice about golf clubs and the sport of golf in general, and you also sell golf products, by adding well-written blog posts, you can attract more shoppers to your website.

 

Incorporate target keywords

So, this must be completed in a white-hat way. Yet you can add SEO keywords to your content marketing, such as titles, anchor text, and meta descriptions. This can help improve your business’s organic search engine optimisation.
Use proper on-page optimisation.

Long blog posts, such as evergreen content marketing, allow for improving on-page SEO, such as the titles, anchor text, meta title and meta description, H1-H6 tags, alt text, etc.

This helps Googlebot and Google’s algorithm to understand what that page is about better.

Align content with user intent.
If you sell fireworks online and write helpful blog posts to help shoppers, choose the proper fireworks display, you will attract more organic visitors.

Rank for long-tail & niche keywords

So, especially when a business is opening its doors, it is sometimes best to target long-tail keywords.
The shorter keywords, such as “car insurance”, can be challenging, well extremely hard, to get a business onto the first page of Google for these keywords.

However, with that said, longer tail keywords, such as “car insurance for classic cars”, will be easier to get that keyword on the first page of Google. It’s still hard, but it often requires less work. The reason is the short keywords, i.e. “car insurance” Well, across the U.K., businesses are spending millions to get their companies on page one for that keyword.

 

A steady flow of organic visitors

Well-written blog posts with a high Google E-EAT score can help bring in a steady flow of organic visitors from Google.

Fresh, quality content signals authority.

So, as any good white hat SEO agency will tell you, Google’s algorithms reward businesses with higher organic rankings if they regularly add high-quality blog posts.

 

Naturally earn backlinks

Rather than doing outreach, which takes up a ton of time, your content marketing can earn you backlinks by businesses choosing to link to the work.

When you accumulate a lot of good quality do-follow and no-follow links, these can help push your business higher up on Google’s SERPs.
Improve E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

• You can improve your business’s Google E-EAT score by writing high-quality blog posts.
• Longer dwell time
• Higher dwell time is good for SEO.
• Lower bounce rates
• It would be best if you aimed to lower the bounce rate across as many pages as possible.