Blogging and SEO – Why It’s Important


Many business websites are static, that is to say they have pages of content that never changes. This is not good for SEO, Search engines much prefer active websites with content that is updated on a regular basis. If you’re an architect for example, if all the search engines can see is a list of your services it will have a negative impact on your ranking.

Writing regular blog posts adds fresh and hopefully valuable content to your website, not only improving your freshness score, but giving you something to share to your social media platforms resulting in more engagement, more inbound links, increased credibility and more traffic to your site.

So, if the architect writes regular blog posts about planning permission or cutting-edge design techniques, he’ll almost certainly see his site rise in the rankings.

So, it's all about fresh content, right? Well not really, the architect could just list some new materials he's using, but what he really needs to be doing is answering questions, solving problems and creating informative, interesting and newsworthy articles that are relevant to his niche and that people are searching for. For example; "10 contemporary homes built from concrete and glass" " Midlands couple convert public toilet into seaside retreat" "New build V self-build" these posts would be more likely to be shared and more likely to see said architect become an influencer within his industry.

If you aren’t blogging already, you should be.

Here's 4 reasons why;​




Keywords are the foundation of SEO and the most often misused, In the not so distant past some unscrupulous marketers placed specific keywords throughout their content, in an effort to increase their ranking, resulting in poor quality articles that held little or no interest to the reader and if visitors to the site don't like your content, believe me, neither with the search engines.

Keywords should be:​

  • A combination of long and short phrases that potential customers may use when searching for information on the topic
  • Used only a handful of times throughout the content
  • Conversational and flow naturally

Blogs give your business the ideal platform to target a wide range of keywords and create appropriate around them. Blogging about your particular industry and answering questions will allow keywords both long and short, to be incorporated into your content in a natural way.

Blogs are also fantastic for creating pages dedicated to specific keywords, the resulting traffic allows insight into what queries and questions users are asking for example; our architect may have 200 hits/shares on the "10 contemporary homes built from concrete and glass post" but 547 on the "New build V self-build" This gives him an idea of what his visitors like and he can adapt future posts accordingly.


Fresh Content

We've touched on this, Google wants to provide the best experience possible for their users which is why they reward fresh, newsworthy and up-to-date content. So much so they have something called Query Deserves Freshness or QDF, where more weight is given to trending or recent topics. A website that has not been updated for months is given less relevance than one which has regular pertinent updates.

Don't be afraid to get onboard with trends either, going back to our architect, just imagine Prince Harry is getting married to Taylor Swift (he isn't as far as I know) it would be all over the news and trending across the internet, now just suppose they were having a cutting-edge, eco-friendly home built for them. Not only would a post about the new home, be informative and relevant in the world of architecture it would also be newsworthy, killing two birds with one stone.​



Google have cracked down on backlinks over recent years and for good reason as in the past a common "Black hat" SEO tactic included buying backlinks or spamming to get them, that is not to say backlinks are not a valuable resource when it comes to your company's SEO efforts, but these days it's about quality not quantity.

Google still rewards websites with quality backlinks that are relevant and useful, believing they are an authority within their field. Readers that have found your blog interesting will reference and link to the post and if you focus on the right resources and target audience, blogging can build quality backlinks that will make the search engines sit up and take notice.


Bigger website- More pages

Having a larger website does not automatically guarantee a higher ranking in the search results, what it does do, is give you an increased opportunity to rank for different keywords, to obtain PageRank, to engage with more people and naturally increase internal links.

Make sure you create a new page for every post as every page you add will add to the value of your site and this a great way of boosting your SEO and content strategy. Beware of adding pages for the sake of it though, search engines are looking for quality and originality, so adding poorly written drivel will have a negative impact on your SEO, one or 2 quality posts a month are better than a badly construed one every day.

10 tips for a successful blog

1 Number One

Research and use long tail keywords

Including words and phrases that users are likely to key-in when researching or looking for information on your topic will boost your SEO significantly.

2 Number Two

Include a call to action

The user has read your fabulous post, now what? A call to action is essential for readers to engage. What do you want them to do? Download an Ebook? Request a quote? Visit another page? A call to action gives them a push in the right direction.

3 Number Three

Utilise an editorial blog calendar

A content calendar is a great tool, it enables you to jot down ideas when they come to you, plan ahead for seasonal posts, keep your core message consistent across a variety of topics and avoid duplicate content.

4 Number Four

Get the right man/woman for the job

Not everyone has the inclination or the time to write their own blog posts, the good news is; there are plenty of writers out there conversant with blogging and SEO who can do a great job, just be aware of the old saying about peanuts and monkeys and hire the best you can afford.

5 Number Five

Oyez Oyez!

One of the key factors of your blog is getting more traffic to your site so shout from the rooftops and share it everywhere, social media, mailing lists, RSS, the more people who see and engage with your post the better.

6 Number Six


Everyone makes mistakes and no article is without the odd grammatical error, however, one that is littered with spelling mistakes will be a turn off for readers and screams unprofessionalism which is not what you are trying to achieve.

7 Number Seven

Size is everything

It's a fact, long-form content performs better when it comes to search-indexing, sharing, organic traffic and conversions and for that reason your posts should be at least 1000-1500 words for maximum impact.

8 Number Eight

Use 3-10 internal links per post

Increasing internal links keeps people on your site longer and boosts the value of your website, of course you need to have the content to link too, don't just keep directing users to your home-page, deeper links to other interesting articles around the same topic are best.

9 Number Nine

Cross promote

A great way to increase visibility cross promote with business which are not in direct competition but which have customers that may use your service for example our architect may cross promote with a building or interior design company.

10 Number Ten

No copy and paste here!

Above all make sure your content is unique, the topic doesn't need to be but try to give an original angle. The internet is a wonderful place but it does tend to offer a lot of the same information, think outside the box, stand out from the crowd and you will see the benefits.


So, there you have it, blogging and SEO are a marriage made in heaven and having a blog is a vital part f your content strategy. Like all marriages they have their ups and downs, but keeping it fresh and putting some effort in will ensure a relationship that is built on solid foundations (back to the architect again) and continues to grow.

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