Why Your Business Needs a Quality Blog for SEO

A successful SEO effort always includes an active blog. With limitless potential for organic traffic in comparison to the rigidity of a website’s static pages, a properly planned blog can keep your organic traffic growth fueled indefinitely. At Jack & Bean, when our professional content writing is coupled with our potent keyword research and other SEO services, we can ensure your blog and website content experiences a steady climb towards SERP domination! But we also don’t mind sharing our insight, so read on if you are interested in cultivating a professional-grade blog on your own and learning why it’s a crucial component for any business with an organic online presence.

What a Blog Is – and What a Blog Is Not

It’s perhaps most easy to define a blog by what it is not. By our professional definition, a blog can encompass all article topics except a website’s core static content, such as products, services, about, etc. Those static content pages are written to convey crucial information directly related to the business’s offerings and brand, and thus have several distinctions from all other peripheral (blog-appropriate) topics. These static pages are naturally the most important on a website from a direct business perspective, as they sell your business offerings to potential customers. As a content marketing agency, we offer all types of content creation, including such static business content writing services.

On the other hand, a blog can appropriately encompass everything else. Although most focused blogs will exclusively cover topics closely related to the business’s industry, excluding the core content pages, the distinction will remain. A blog is appropriate for any article topic outside the confines of the website’s self-descriptive core static pages. This commonly includes supporting articles for central services and pages, how-to guides, trend topic exploration, recommendation lists, and virtually anything else the blog authors deem relevant to write about.

Some businesses even get quite random with a portion of their posts, which can be appropriate with proper categorization. Although we recommend there be a focused SEO purpose behind “random” posts via proper audience and keyword research, we also know we’re extra sensitive to content relevance due to our content marketing niche. Blogs also tend to be more conversational and casual in tone in comparison to the professional writing of core business content copy, and our blog is no exception.

wordpress blogging software cms free

Although the WordPress platform is often synonymous with a blog, it isn’t the only Content Management System (CMS) capable of functioning as a blog. However, we do find it to be the best blog and website solution for most businesses – we’ve built hundreds of websites using WordPress – and the core installation is free.

TL;DR: a blog is everything that the core static pages of a website are not.

Why a Blog is Necessary for SEO Success

Unfortunately for virtually all business websites, core static pages have very limited SEO potential on their own due to their necessary relevance. The need for core static pages to be accurate for information and conversions ends up severely limiting the SEO potential in two main ways: the quantity of content and the inability to factor in keyword research. Although you could research relevant keywords, it’s basically a moot point because regardless of how difficult a topic may or may not be to rank for, you’ll need static content about it on your site. Conversely, a blog gives you two keys to limitless increased organic exposure by removing these restrictions.

A Blog Has No Limit to the Amount of Content Allowed

A website’s static pages have a relative content quantity limitation. You could, in theory, try to continuously build out your static content pages and their subpages for increased organic potential through quantity. However, we have found there is an consumer engagement sweet spot that sides heavily with remaining succinct and concise for these kinds of pages. Your brand, products, and services need to be conveyed quickly and accurately, lest you bore or confuse your potential customer. Writing too much risks compromising the potency and accuracy of your company’s website message. You can essentially undermine your online marketing goals by being too verbose with these crucial pages.

In contrast, a blog has no limitation, particularly from an organic perspective, and because the ability to discuss topics in-depth in an organized fashion is what most organic consumers will be craving. Longer articles rank better, as we will discuss in more depth below, and a blog has no limit to how many articles you can publish. In either case though, as we’ll reiterate time and again, do not sacrifice quality for quantity, whether for word count or article numbers. Both are great to bolster, as long as professional-grade is maintained.

blog content quantity no limits

Longer Blog Articles Rank Better Organically

Without the concern of being concise towards sales purposes, blog articles are free to be lengthy. This has the added benefit of being able to provide large, in-depth articles that can be very useful for consumers and have a much higher chance of a visitor engaging, subscribing, or converting.

You’ve likely had the experience of landing on a high-quality article after a Google search, only to find it’s only a few hundred words long or less. You were left wanting more information. That short blog article probably could have and should have been lengthier. Even if it was high-quality, it could have engaged you longer with more in-depth discussion and possibly left a more positive and memorable impression. With a larger quantity of useful information for you to consume, you might have been more likely to engage with other pages. Under the right circumstances, you might have even converted into a subscriber or customer.

Longer articles also will rank for more keywords on average just by nature of having more content and keywords on a page, which also results in longer engagement with that content by visitors, furthering its SEO success.  For example, longer articles are also more likely to have more backlinks, more social shares, and more organic traffic, according to SEO giant Neil Patel. His large article about long articles just got another backlink from us there too. He also reiterates that quality, depth, comprehensive coverage, and topic focus are all correlating factors that you need to focus on. We cover these basic principles as well in our own blog article on the anatomy of successful website content.

Without the concern of being concise towards sales purposes, blog articles are free to be lengthy. This has the added benefit of being able to provide large, in-depth articles that can be very useful for consumers and have a much higher chance of a visitor engaging, subscribing, or converting.

So when crafting blog articles, aim for useful comprehensiveness. Don’t overwrite just for the sake of racking up word count⁠—but if you have something useful to discuss, don’t hold back. We recommend shooting for 1,500 words and accepting no less than 1,000 words. If you can’t write that little about your topic, you don’t have enough to say in most cases. But never sacrifice quality for any other metric. A superb short article can rank well, we just recommend against it as a standard.

blog article organic rank google

A Blog’s Topical Freedom Allows for Keyword & Audience Targeting

A blog has topical freedom which allows competitive keyword research to guide a blog’s content towards sought-after organic search results. Unlike core static content pages, which are restricted to being about relevant business information, a blog gives you the freedom to write about whatever related (or even at times unrelated) topics you deem relevant. Therein lies the key: topical freedom.

With this topical freedom of a blog comes the opportunity to perform keyword and audience research, and choose article topics that have maximum organic traffic potential. When done properly, your blog can attract much less competitive traffic than your static pages might be competing for, which means more bang for your content-writing buck. And if your content is of high-enough quality, you just might convert a happenstance site visitor into a regular blog subscriber, and in some cases, even into a customer!

Blog Articles Topics Are Limitless

Limitless doesn’t mean you can write about anything, though. We do caution against writing about topics that are too distant from your business offerings. If a visitor is impressed by an article and begin to poke around only to find no relevance in your other posts, products, or services you offer, then conversion of any kind is virtually guaranteed to fail. The good news is that within any industry, there is still limitless potential for blog articles. You just have to know where to look for blog ideas, and how to properly vet your blog ideas for SEO viability.

thinking blog topics writng ideas

The more high-quality content you produce, the more keywords you will rank for organically. This positive correlation is inevitable, assuming your content is solid. But as we discussed above, unlike with your core static content pages, your blog doesn’t need to be concise or careful with its content topics. Organic visitors will not concern themselves with the relevance of your blog posts in relation to your site as a whole.

We’ll safely assume your main goal with your blog is to cultivate SEO-rich content and increase organic website traffic. If you are blogging correctly, the vast majority of site visitors viewing your articles will arrive at those articles directly from a relevant organic SERP (Search Engine Results Page) from… let’s just say, Google. If you’re properly promoting your blog, a portion of visitors could also be arriving through prominent backlinks, but the premise is the same⁠—they’re seeking information. This focused intent means visitors won’t care how relevant the article they are reading is in relation to the rest of your site, necessarily. They just care about determining how credible and useful the immediate information⁠, the article itself, is to them.

If you (or we, on your behalf) have written the content well, visitors will successfully digest your article’s information and find what they’re seeking. Most will leave never to return. But a portion of site visitors will interact with your site further. They may to read more related (or even unrelated) articles or⁠, better yet⁠, want to know more about your services. An even smaller number of those will convert into consumers. That’s the goal with an SEO blog⁠—organic engagement with occasional conversion.

The amazing thing is you can accomplish this conversion without much concern about the relevance of the article’s content to your website. And even if you write about topics that are highly unlikely to convert, they can still bolster your websites ranking capability if the interactions visitors have with the content are genuine and of high quality.

A Business Blog’s True Purpose: Organic Traffic

A business blog is attracting visitors for one of two reasons typically. Either they have products and/or services they’re trying to build value and sell, or they have ads that generate revenue for impressions and clicks. In fact, many successful blogs subsist just by displaying ads alone, with no “product” to offer except information. Some make millions doing just this. Even huge reputable news sites like CNN and The Huffington Post have paid ads all over their sites to bolster income potential from organic traffic. Sites like these are still just massive blogs by nature. We personally don’t recommend ads in most cases because they can lower the perceived quality of your content offering, and our sustainable SEO model is dependent on quality blog content writing. There are niche applications for sites like this, but the vast majority of businesses need to avoid such models.

Most importantly of all, in comparison to a website’s static content, a business blog should be geared towards ongoing engagement and driving organic traffic. Although high-quality static website content is extremely important for organic rankings, the unlimited content potential of a blog is crucial to SEO success and is a pillar of our SEO services. Over time, a blog can also link into and bolster the rankings of your ever-important core static pages as well.

At Jack & Bean, blogging is our SEO first love because it allows us to continually implement all of the effective aspects of our proven SEO process for clients. With our white hat SEO strategy, we can guarantee a steady increase in high-quality organic traffic to your website. Our proven blogging formula combines our professional content writing services with continual organic keyword research and quality link building for maximum SEO results. We do this by working with you, the business owner, to develop long-term content strategies that align your expertise with the trending interests of internet searchers to ensure steady organic traffic growth.

Blogging is Hard and Time-Intensive

blogging hard time intensive

A word of caution though: a successful blog takes time to build momentum and just creating tons of content is not enough. You have to ensure that keywords your content is written around is actually being sought out with proper keyword research. You must also ensure that your website’s backlink profile will allow it to rank competitively for the keywords you’ve selected. And even after the content has been carefully crafted, it usually will need some promotion and quality link building in order to truly stand out organically with Google. For most businesses, the time and expertise needed to properly succeed with a blog is something that requires multiple specialized full-time employees⁠—or the expertise of a content marketing agency like us at Jack & Bean.

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