Successful SEO campaigns always include an active blog. A properly planned blog, compared to the rigidity of a website’s static pages, boosts the potential of your online presence and propels your marketing strategy to greater heights and improved conversions.
Jack & Bean’s professional content writing, when coupled with our potent keyword research and other SEO services, empowers your blog and website content and delivers a steady climb towards Search Engine Results Page (SERP) domination.
We also believe in sharing our insight. So read on if you’re interested in successfully cultivating your own professional-grade blog. You’ll learn why it’s a crucial component for any business’s organic online presence.
What a Blog is: and What it is Not
Perhaps it’s easiest to define a blog by what it isn’t. By our professional definition, a blog can include all article topics except a website’s core static content, that being essential pages: products, services, about, etc.
Static content pages (SCP) must convey crucial information directly related to your business brand and offerings. SCPs are distinctively different from peripheral (blog-appropriate) topics. From a direct business perspective, static pages are the most important elements on your website because they sell your product or service value to prospective customers.
But on the other hand, a blog can serve as a “catch all” when sharing relevant information with your customers. Most focused blogs do just that, being careful not to mirror a website’s static (or core) content page topics. Blog pieces can include articles that support your SCPs: how-to guides, trend topics, recommendation listicles, and virtually anything that’s relevant.
Blogs are typically written in a conversational, casual tone when compared to the more formal content found on business SCPs. And ours is certainly no exception. Sometimes, that casual flair can produce a topical “randomness” in some blog posts. That can work, if properly categorized to strengthen your website’s overall core mission.
Though we believe focused SEO audience and keyword research should be utilized, it shouldn’t come at the expense of well written content that engages your target niche. We like what Over the Top SEO’s Guy Sheetrit has to say when it comes to blog content – he’s right on the money!
Why is a Blog Vital to Your SEO Success?
Sadly, just about all business websites’ SCPs have limited SEO value due to their necessary relevance. That need for accurate core static information severely limits their SEO conversion rate potential in two critical ways:
- The quantity of necessary content can hobble keyword value.
- Inability to factor-in accurate keyword research.
And though you could research relevant keywords for your core pages, it becomes a fool’s errand because regardless of how difficult a topic may or may not be for the purposes of ranking, keyword restrictive static content is necessary. You have no choice.
On the other hand, a conversational blog offers limitless organic exposure. Blogs by their very nature strengthen your core information, while simultaneously bypassing your webpage content restrictions.
Over time, everyone discovers their website’s static pages have content quantity limitations. In years past, many would try to continuously build-out their static content pages and subpages by just tossing in more words to increase organic potential. Some still do.
But as SEO algorithms evolve, this tactic has the opposite effect when it comes to rankings. And a consumer engagement “sweet spot” has emerged that rewards succinct and concise core webpage’s and penalizes superfluous build-outs.
Your brand, products, and services information must be conveyed quickly and accurately lest you bore or confuse prospective customers. And when too many website words get in the way, they further undermine your online marketing goals by diluting the message as you get knocked further down in search engine rankings.
In contrast – and in an organic sense – a blog has no such limitations so long as the topics are discussed in-depth, and organized fashion. Blog readers crave organic content. Such helpful information can justify their decision to buy/convert. Longer articles rank better, which we’ll discuss in a moment.
Moreover, the number of blog articles you create can be limitless. But again, don’t sacrifice quality for quantity in word counts or your number of articles. In both cases, “better” is better than “more,” especially if your objective is to nurture a professional looking blog.
Organically, Longer Blog Articles Rank Better
Your blog articles are free to be lengthy once you’re no longer concerned with being concise for the purpose of sales. This empowers you to provide in-depth commentary that is useful for consumers, and offers the added opportunity to engage, subscribe, or convert them.
At some point in a Google search you’ve likely landed on a high-quality article, only to find it’s just a mere few hundred words. It probably left you wanting more information because it could (and should) have been lengthier. This high-quality piece should have engaged you longer with more in-depth discussion; it could have left a more positive and memorable impression. You weren’t “engaged” like you hoped. Nor were you converted into a subscriber or customer.
Blogs also typically have more backlinks, more social shares, and more organic traffic, according to SEO giant Neil Patel. His long blog article about long blog articles goes over these facets in great detail, and he just got another backlink from us – which is good for him because search engines love backlinks. He also reiterates that quality, depth, comprehensive coverage, and topic focus are all correlating factors to effective blog articles. We also cover these same basic principles in our own blog article on the anatomy of successful website content.
When crafting blog articles, be thorough and comprehensive. Don’t overwrite just to rack-up word count. But don’t hold back if you have something of value that engages the reader. A good median “target” is 1,500 words with a minimum of 1,000. If you can’t write that much on any topic, you might not have enough to say. But don’t take that minimum word count as gospel. We’ve found superb shorter articles that offer great value even if they might not rank well with Google.
A Blog’s Topical Freedom Allows for Keyword & Audience Targeting
Topical freedom allows competitive keyword research to guide its content towards sought-after organic search results. Unlike those keyword restricted core SCPs, blogs give you freedom to write about whatever related (or occasionally unrelated) topics you deem relevant.
Moreover, a blog’s topical freedom offers the opportunity to perform greater keyword and audience research on topics with maximum organic traffic potential. If done properly, your blog can attract much less competitive traffic than your SEO static pages. This produces more “bang for your content-writing buck.” Small wonder that high-quality blog content converts incidental site visitors into subscribers, and often, paying customers.
Blog Articles Topics Are Limitless
But limitless doesn’t mean you can write about anything. Topics that are too distant from your business offerings are discouraged. If a visitor is impressed by an article but finds little relevance in your other posts, products, or services you offer, then any sort of conversion is likely to fail.
But there’s good news, there is limitless potential for appealing blog articles in any industry. You just have to know where to look for those ideas, and how to properly vet them for SEO viability.
More high-quality content with keywords means higher organic rankings. And good solid content delivers these desired rankings. But again, unlike with your core SCPs, your blog needn’t be concise or careful with its topics for the exclusive purpose of rankings. Organic visitors won’t concern themselves with the importance of your blog posts, relative to your site as a whole.
Let’s assume your blog’s main goal is cultivating SEO-rich content and increasing organic website traffic. If your blog is positioned correctly, the vast majority of its visitors arrive from a relevant organic SERP – Google for example. That “hit” likely comes from someone’s prominent backlink because the visitor asked Google for specific keyword information. This focused intent means many visitors won’t necessarily care how relevant your article is, relative to the rest of your website. They just want credible, focused, and useful information. And they don’t care where Google finds it.
If you (or we, on your behalf) write your blog content well, visitors will successfully digest your article’s information and find what they seek. A generous number of them will further interact with your site. They may then want to read even more related (or unrelated) articles. Or better yet, the reader may want to know more about your services. Some will then convert into consumers. And that’s your goal: organic engagement with increased conversions.
The amazing thing is you can produce this conversion without being overly concerned about the relevance of the article’s content to your website. And even if you write about topics that might not convert, they can still bolster your website’s ranking capability if the visitor interactions with your blog article are genuinely high quality.
Organic Traffic: a Business Blog’s Nirvana
Your business blog typically attracts visitors for one of two reasons.
- You have useful “news” about your products and/or services.
- You have revenue generating ads that produce income through impressions and “clicks.”
Many successful blogs subsist just by displaying ads along with information. Some make millions with this formula. Paid ads on huge reputable news sites like CNN and The Huffington Post reap millions from organic traffic which is why they have massive blogs that are updated daily or even hourly.
We usually don’t recommend this option for business blogs because ads can compromise the perceived quality of your content. How often are you turned off by a reputable site with a banner ad for some bottom-feeding product or service you would never buy; or some “click-thru jail” that sticks its greasy hand in your pocket the moment you arrive? We are all judged by the company we keep. There are niche applications for banner ad business sites. But the vast majority must avoid this model.
Our sustainable SEO service offering depends solely on quality blog content. A business blog’s success is geared towards ongoing engagement and driving organic traffic. The unlimited content potential of a blog is crucial to SEO success and a pillar of our SEO services. Over time, a blog can also bolster the rankings of your firm’s overall online business presence.
Get your Business Blog Right the First Time with Jack & Bean
Blogging is our SEO first-love. Our mission is to help you reap the full benefits of proven SEO processes. Jack & Bean’s “white hat” SEO strategy can virtually assure steady increases in high-quality organic traffic to your total online business presence.
This proven blogging formula combines professional content writing services with continuous organic keyword research and quality link building for maximum SEO results. We do this by working with you, the business owner, to create long-term content strategies that align with constantly evolving internet search protocols to leverage steady organic traffic growth.
A few words of caution though. A successful blog doesn’t build momentum overnight. Jumping in with both feet by creating tons of content is not enough. You must:
- Ensure your desired keywords are deftly folded into your content through proper keyword research.
- Create your website’s backlink profile to empower your blog to rank high for your selected keywords.
The time and expertise your business blog needs to properly succeed requires either a host of in-house specialized employees, or a seasoned content marketing agency partner – like the professionals at Jack & Bean. We deliver all forms of content creation that include our highly-valued static business content writing services.
And even after the content has been carefully crafted, it still needs some promotion and quality link building to organically stand out with Google and other search engines.