How blogging impacts SEO efforts

Often when we speak to a prospect interested in lead generation with digital marketing, we hear the questions, “We should be blogging, shouldn’t we? How many blog posts should we write to be on the top of Google? As part of your SEO deliverables/ service level agreement (SLA), how many blogs will you write each week?”.  These questions betray the ignorance of the rationale or spirit of blogging to attract visitors or leads through organic search results.

When SEO experts talk about blogging being effective as a SEO tactic, the message that one should take away from it is that “creating good content frequently is effective”. A blog is purely a method and format in which content is created, and technically it shouldn’t matter whether the content you create is labelled as a blog or as something else. This fundamental fact is often overlooked or misunderstood and people get stuck-up on the idea of blogging.

Of course, there are reasons for this too. Blogs are generally extremely easy to be created using easy-to-use and open-source blogging platforms such as WordPress that can be easily integrated on to one’s website. Moreover, most of these platforms and content management systems come equipped with plug-ins that take care of several universally-accepted SEO-best practices, including custom titles, controllable and keyword-rich URLs, auto-generation of related content, and so on. Another reason is the perception of “blogs” as being more informal and consequently, eliminating one of the big barriers to good content generation: good writing skills.