Author: W&P Marketing
Date: 14/11/2024

Many companies are asked whether they want a blog section added when they have a website designed.

As this blog post will inform you, having a blog section can be beneficial to a business in terms of helping to draw in more customers.

However, managing a blog, in terms of keeping up with writing blog posts, can be massively time-consuming, and the blog posts may need updating. For example, if you have added, let’s say, “10 best tents for camping in 2018”,- well if this attracts many organic visitors, you may want to update the blog posts occasionally.

Writing and keeping blog posts up to date can be time-consuming. Yet, a blog can be your business’s opportunity to show off your knowledge and expertise. This is precisely what Google E-EAT advises: It wants a company to show it has real expertise and knowledge about the products or services you are selling.

These websites, which have a high Google E-EAT score, will be the businesses that rank higher on Google’s organic results.

Freshness

As any good SEO business and web design agency will know, it’s essential not to let a website get delayed if you want to improve the business’s organic search engine optimisation (SEO). The website needs to be kept fresh; one way to do this is to add blog posts regularly. For example, you may want to add a social media feed that shows your business’s latest Instagram posts on a page.

The benefits of adding a blog to your company website

SEO and rankings

So, why do businesses spend a lot on creating content marketing every year?

The answer is simple: If done right and the work is high-quality, it can potentially help attract many organic visitors. If the marketing business attracts many organic visitors, the company can turn those visitors into paying customers. So, for example, if you have expert knowledge about a product or service, you can turn this into helpful and engaging blog posts.
Whether it’s about how to change a car’s oil filter or which hair conditioner to buy for split ends, what matters is if the customer finds the work valuable and helpful.

If content marketing offers the following, it can help improve your company’s SEO.

• The work should have:
• High dwell time
• Low bounce rate
• Good CTR from the meta title and meta description

Building backlinks

If you were to ask a top web design agency or an SEO expert, what’s the most challenging part of improving a business’s organic search engine optimisation? They would probably say, “Building backlinks.”

The reason is that backlinks need to come from another website, and the backlinks must have the following attributes if they are to improve your company’s SEO: they are:

• Must be good quality
• Built using white methods
• The websites they come from must be relevant

Now, by writing numerous high-quality blog posts, you can earn backlinks.

So, for example, if you have written an excellent, well-written article that’s high quality, then readers may want to link to you.

So, for example, let’s say you sell oil filters and parts for servicing high-performance cars. If your business writes a series of blog posts saying why your car parts, such as the oil filters, are high quality, this will likely interest many people who own high-performance cars. For example, they may own blogs regarding track day racing, rally cars, and car tuning. These websites may link to your website, meaning that you obtain backlinks.

Gaining leads

Google has released a significant update called the “Google Helpful Content Update.” This means that Google’s algorithms now reward pages and blog posts that offer helpful information.

Also, from a business standpoint, if your business offers helpful advice that helps customers with questions they may have, they are more likely to buy from you.

It could be “Which are the most energy-efficient washing machines in the UK?” or ” Which is the best kitchen blender to buy?” No matter what it is about, if you write helpful advice, customers will likely read it. They are more likely to purchase from you if they find the information useful.

So, what are some of the downsides/drawbacks of owning a blog?

Well, we wouldn’t recommend using A. I do write blog posts. If you want to write high-quality blog posts, you must do the work manually.
A significant downside is the time it takes to write this work. Consider, for example, the top solicitor practices in any significant city in the United Kingdom.

You will see on these solicitor websites that, because the business sector is so competitive, they regularly invest huge time and marketing budgets in writing helpful guides and articles.
If you want good quality work that’s well written and has a high Google E-EAT score, 20+ hours could be spent writing just one long blog post. It might involve a lot of solicitors or a partner in the company. Then, the SEO agency has to do its bit and optimise the work, which costs quite a lot when done right.

So, what’s the downside of having a blog?

We would say the time and expense of writing and creating the work. Some businesses don’t have the time to write, say, 2500 words and then monitor the SEO performance of that work in Google Analytics to monitor the bounce rate, the time on site, and the number of links obtained using an SEO tool such as Moz.

It is half-baked

So, writing blog posts and well-written content marketing needs to be well written. It needs to tick all these boxes:

– Very low bounce rate
– High dwell time
– High Google E-EAT score
– Have many good quality do-follow and no-follow links
– Needs to be written by an expert
– Have good on-page SEO, such as meta titles, meta descriptions, anchor text, etc

The work cannot be half-baked, but that’s exactly what many businesses and even some web designers produce for their clients.
It becomes a bit like a production line. The main competitors publish three blog posts a month, so they feel they need to keep up.

However, this is not the approach to take when creating content marketing. It’s not about quantity or writing blog posts as regularly as possible; it doesn’t work like that.

Quality always pays

It’s, therefore, better to publish quality work than to try and write, say, four blog posts a month that are rubbish and half-baked.
So only publish good quality work.

Have an evident vision of the visitor/shopper you want to attract?

So why are you writing 2,500 words?

What’s the purpose of writing such long blog posts?

That is the question you must ask: what customers do you want to attract?

What are the questions that they most often ask your business?

Then, can you write a perfect answer to that question? If it ranks on the first page of Google, it may attract thousands of organic visitors, and you could potentially convert some of those shoppers into paying customers.
So, don’t just write, say, 700 words of absolute marketing waffle; instead, put yourself in your customer’s shoes and ask yourself:

– What are the questions they most often ask?
– How can you answer that question in the best way possible
– How can you create a piece of content marketing that your shoppers will find helpful?
This is why we always say it’s better to write a perfect piece of content marketing than to try multiple low-quality pieces that will not help your business attract customers.

Google E-EAT.

Have multiple staff member’s input.
You know earlier that we mentioned Google E-EAT. Well, Google now wants the author of any blog posts or pages to show that they are experts on whatever they are writing about.

This is why it is a good idea to have multiple people within your company provide input or completely write the work.

We say that because within your company, you will likely have different experts in your services or products.
For example, a large solicitors’ practice will likely have family, employment, and business lawyers.

Now, all of these skill sets are different, so we recommend having a “content calendar,” which ensures that you write about your business’s different services.

So, let’s return to the example of a solicitor’s practice. You might want to obtain more work for the employment law team, the family law department, and the business law staff. So, to optimise the business’s organic SEO, it’s a good idea to create a content calendar that sets out who’s writing what and when.

This means you can optimise your organic SEO for multiple keywords rather than writing many blog posts about one thing.

How we can help:

WordPress web design

Many businesses in Cardiff have come to us to get a WordPress website constructed. Whether you run a construction business or accountancy practice or are about to start your law practice, we are here to help. We can build quality WordPress websites, often in less than three weeks.

SEO: Our business can also offer SEO services, such as organic and local SEO, which require a monthly payment. We have some of the best

SEO consultants working for us.

Would you like a quote?

If you would like a quote to design a new website or perhaps you would like help improving your business’s organic search engine optimisation, why not give our web design agency a call?