I want you to look at five random business websites. What do they have in common? I’m fairly certain that at least 4/5 will have a blog or a dedicated content writing section (It could be called something different).
This is not coincidence – it is because blogging and content creation are effective marketing strategies, and they work together to boost your SEO. Below, I want to explain the relationship between content writing and SEO and show why you should incorporate something like a blog into your content marketing strategy.
5 Ways Content Writing and Blogging Can Boost SEO
Let’s jump right into it and look at the relationship between SEO and content marketing. There are four tangible ways that SEO and content writing work together, and one that is a by-product of the processes and I explain each one below.
1) Consistent Content Shows Search Engines You are Active and Relevant
Google loves using acronyms in their search engine guidelines and one of their current phrases is EEAT (Experience, Expertise, Authoritativeness, Trustworthiness). Essentially, Google wants you to show that you know what you’re talking about and are a trusted voice in your industry.
Creating regular blog posts and written content is one of the best ways to do this. Firstly, you are signalling to search engines that you are active and relevant. If Google looks at two businesses – one of which has published 5 blog posts in the last month, and the other hasn’t made any new content in a year, you can guarantee that it’s going to give more weight to the first business.
Secondly, the content of your blogs and static web pages such as your contact page and about page help show your authority and expertise which ultimately make you more appealing to Google.
2) Blogs Can be Used to Optimise Keywords
After demonstrating your EEAT, SEO content writing and blog writing is also incredibly important for keyword usage and optimisation. While keywords can be used in things like product pages and category pages, you can also include them in your blog content to further boost their usefulness and thus enhance your SEO campaigns.
While you can include short term keywords in your content writing, blogs also give you the chance to experiment with longtail keywords, and keywords that have a lower search volume. This is because you have more words to work with and can easily insert multiple keywords into a 1000-word long blog post as opposed to a 250-word product description.
If you create blogs on a regular basis (many businesses aim to produce between 4-8 blogs per month for example), you have a steady stream of keywords to show to Google and other search engines.
3) Content Writing Helps Build Your Internal Link Structure
Internal links are website links that point towards different pages within your overall website hierarchy. For example, a blog post might have an internal link to one of your products or services. Internal links are incredibly important for SEO as they help Google understand your site structure and the subject of your content.
Of course, including internal links in your content writing also has the added benefit of directing readers to your products and services to hopefully snag a sale!
Ideally, your SEO content writing and blog writing should aim to include 1-3 internal links per article. Just make sure that you don’t spam the links and they should always fit naturally within the context of the article subject.
4) Blogs Also Help Build Your External Link Profile
Internal links are great, but external links are equally as important. An external link is a link to a third-party webpage that is not part of your overall website hierarchy. For example, if you were writing a blog post on a travel guide for Australia, you may want to include an external link to Tourism Australia which is their official government tourism board.
External links must be used carefully though and with consideration. Firstly, the external link should be in a proper context and make sense in its surrounding paragraph. You can’t just insert a random link onto any word in your article!
Secondly, it’s advised to only link to high-authority websites that have a great reputation and also demonstrate EEAT. Don’t just pick a random website from a Google search and link too it – make sure the brand is well-known and that the content of the external link is relevant to the subject of your writing.
5) The Posts are Great for Social Media Content
Now onto the intangible. Social media activity and content does not have a direct impact on search engine rankings. However, social media activity, user engagement, and regular posting does help demonstrate the principles of EEAT.
How does blogging fit with this? Firstly, you can add social media sharing buttons to your blog posts to boost engagement and your social media activity. Secondly, you can link to your blog posts in your social media content. This all helps drive activity, engagement, and building your brand reputation and authority.
Incorporate an SEO Content Writing and Blog Writing Strategy Today
As you can see, blogging and content writing can provide a superb boost to your SEO. The frequent creation of written content helps show your authority and expertise and is a place where you can include keywords. Not only that, but blog posts and other written content are fantastic locations to build your internal and external link profiles and boost your social media content generation.
When looking at SEO and content marketing, the key is to make your blogs interesting and of real value to your customers. Think about what information they may need to enhance their understanding or enjoyment of your products and services. This could be a how-to guide, a real-life case study, or a listicle of tips for example. Also, make your content shine, ensure it is well-written, and 100% original.
If you require any content writing or SEO services. contact one of our friendly team today.
