The 5 Biggest SEO Benefits of Blogging

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Blogging has changed dramatically over the past
decade. What was once considered a niche hobby or small point of
differentiation has become a common practice in nearly every industry. It’s no
longer a rudimentary aspect of business, either. It’s a very strategic
mechanism with a wide range of benefits – enhanced SEO chief among them.

The
State of the Blogosphere

Blogs, bloggers and blogging; these are
heavily-discussed topics of conversation in the world of business and
marketing. Are you blogging, and do truly know what it entails? The facts will
astound you if you aren’t familiar with the pervasiveness of blogging.

According
to this infographic, 61 percent of American consumers have
made a purchase based on a blog post. In total, 6.7 million people use formal
blogging sites, with another 12 million blogging via social networks like
Facebook. Nearly 77 percent of Internet users read blogs on a regular basis.

A massive 81 percent of consumers trust advice and
information they read on blogs, while 90 percent find the content useful. As
far as long-term benefits go, nearly two-thirds of consumers relate with a
company’s positivity, long after reading a post.

The business person inside of you is probably
starting to connect the dots. The same infographic further reports some
impressive statistics from organizations that participate in blogging. Research
shows that small businesses that blog generate 126 percent more leads, develop
more trust with consumers, and have 434 percent more indexed pages.

Why
People are Blogging

The fact that more than six million people blog is
incredible, but why are they blogging? From the high school student sharing her
thoughts to the budding entrepreneur building his business, people blog for all
different reasons. In the business world, however, it generally comes down to
three main motives. Sometimes it’s a combination of the three, other times the
focus is on only one of the reasons, but here they are:

The
5 SEO Benefits of Blogging

Why people blog and what they actually get in return
are two different things. The statistics are certainly interesting, but what
tangible benefits does blogging provide to organizations? In many cases, the
SEO benefits bring the highest return. Here are a few of the top SEO benefits
of blogging for small businesses and large corporations alike:

·        Control
over content. One of the top SEO benefits of blogging
is control. By producing original content, you essentially control your message
to the masses. Unless there’s some other source pushing out more content about
your own company than you are, your commitment to regular blogging will
overpower the rest of the content out there and allow you to position yourself
according to the keywords you desire to be ranked for.

·        
Quality
and variety. Search engine algorithms have evolved
over time. They’ve steadily adapted to changing consumer demands, and now
reward pages able to provide valuable content that answers questions and adds
value to important topics and conversations. By developing blog posts that
answer questions and provide relevant information, you can naturally move up in
the rankings and drive traffic to your site. Once again, you’re in control.

·        
Developing
backlinks.  Google
pays attention to many factors when procuring search results, but one of the
primary factors is backlinking. The search engines look at backlinks as
recommendations and referrals. A site that only has 20 or 30 backlinks doesn’t
look reputable or valuable. On the other hand, a website with thousands of
backlinks to quality websites and industry sources is obviously reliable. By
consistently producing high-quality, engaging blogs, you increase your chances
of building backlinks and improving your search engine rankings.

·        
Increased
social signals. While nobody outside of Google knows how
their search algorithms specifically function, it’s pretty clear that social
signals impact search rankings. As a result, blogging is that much more
powerful. When you publish a blog post and people share it via social media, it
appears the search engines consider that to be a social statement about the
validity of the content and nudges the page up the rankings.

·        
Humanizes
your organization. Albert Scaglione, CEO of Park West Gallery,
knows a thing or two about passion and believes it’s important for everyone,
everywhere to do what they love. And while he cautions that the “road to
success is a road strewn with failure,” he firmly believes that you should
share your ups and downs with those around you. A blog is an ideal channel for
revealing your organization’s passion and sharing both successes and failures. It humanizes your brand and provides a nice
alternative to typically stale SEO copy and salesy content.

Make
Blogging a Priority

There are plenty of other advantages to be found in
business blogging, but these are five of the most important SEO-related
benefits you’ll find. While you may find yourself strapped for time and short
on resources, don’t make the mistake of ignoring the power of blogging; it has
the potential to greatly benefit your organization. Start small, aim big, and
always remain true to your brand. 

Jayson DeMers is the founder & CEO of AudienceBloom, a Seattle-based content marketing & social media agency. You can contact him on LinkedIn, Google+, or Twitter.

Hi Jayson, I noticed you are also on Search Engine Journal and I enjoy reading your articles on SEO. Blogging has certainly changed in terms of attracting more visitors to our website. I believe it does humanizes our organization especially when writers add their own stories into the mix as well. I curated your article here if you are interested in commenting: http://blog.bizcravemarketing.com/5-seo-benefits-of-blogging-to-enhance-your-business-strategy

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