Blogging and the use of content

Content Strategies: Blogging and how to ruin a website or win a prize.

In the beginning

Google once said that it would reward websites that are kept up-to-date and current.

How this was interpreted by the SEO community was that all websites require (and this is set in stone) a news section of the website and a blog. You may be interested in ‘content and how much is required.’

This posed a problem.

Not many websites are actually newsworthy. Nor are most companies of sufficient size to have any news that could even remotely be described as news.

Roll on five years

OK so roll on five years and the concept of news has been quietly shelved. As a company, you will no longer need to have news, however, you have to have an active blog.

This again was taken as gospel. A website without a blog is a canoe without a paddle. If you mentioned in a meeting with a group of SEO digital marketers the thought that having a blog was a bit of a waste of time, there would be a sly chuckle, shakes of the head and pity for this poor misguided website owner.

Ok, so why is a blog so important?

Similar to news the idea of a blog was to show expertise around the subject and to, more importantly, engage in user content generation. What this means is that you would find other people who are also amateur or explore on your subject who would be interested in reading your opinions on XY and Z and would comment.

This would lead to discussion and you would get to know these people and share in your and their common interest.

Unfortunately, this also posed a problem for the majority of companies with websites on the Internet as not experts in their subject nor claim to be. They either provide a service that will provide products. They do not have any deep philosophy or cunning USP they are merely businessmen and businesswomen who just want to sell online.

How come some blogs are effective and have worked so well in a number of cases

Have a look at this page positioning content. What it talks about is a website architecture that involves technically aesthetic and functional criteria.

Thinking of your website as a pyramid with the homepage of the top about service pages etc on the second level and then perhaps a shop or other services on the third level is very helpful when understanding why a blog can and has been in the past very successful.

For a website with no structure i.e. every single page is what a blog did for a website is give it structure. You may have seen a website which is more now.html. What you can see here is a clear hierarchy.

A site without structure is missing out on some of the most important optimisation metrics that Google uses in its algorithm to rank websites. So if you add a blog that has a similar structure to the above then suddenly your content is rewarded with a high Google position. But this does not mean that all blogs equate to more traffic.

How a blog can ruin a website

So if it is ‘gospel’ the website must have a blog, and if all blogs result in high Google positioning then how exactly is the practice of creating in writing a blog undertaken in the UK.

Most businesses have been lectured by some young SEO guru who will be shaking their heads. Who has the time or the inclination to the dreaded blog?

Along comes a solution shape of an SEO agency. They have done keyword research they are expert at creating generating user-friendly content that engages and encourages the user to buy the clients products.

However the truth; please bear in mind that we get five calls from companies where this has been the case every single day. is very different. What tends to happen is the clever snake oil SEO salesman goes home, contract in hand and a young content writer is employed to create content that the new client’s website as cheaply as possible.

Poor direction, zero research, zero results

The content writer in their defence is not given any direction, or any target keyword grouping to aim the content at nor are they given any hub pages to link to.

The result is that the blog is uninformed and uninterested. What to write becomes a chore. There is no research there are just loosely themed articles that are unlikely to ever be of interest. They cannot be professionally written as the content writer knows nothing of the client nor has any correspondence with the client. There are no targets other than in the contract, “we will write 10 blog posts a day.”

How a website and win prizes of traffic and #1 on Google

Engineering a successful blog is both science and art.

  1. The science is the correct positioning of pages and SEO friendly URLs.
  2. The art is deciding on relevant themes that support core hub pages and the keywords that those pages represent.

Then science comes back into play in the form of correct interlinking between not only blog posts but also pages further up in the structure of the website, correlating the anchor text the words within a link with the page themes.

You will know when your blog has been successful by looking at Google Analytics and tracing reverse goad funnels and seeing which entry pages generated the most enquiries or sales.

  1. A rule of thumb when writing or blog content is to ask yourself simply how does this blog post help sell my products does this paint my products or services in a better light if so how and why.
  2. Can I easily navigate to a theme related page is both logical and reasonable? With the user expect to see this link, or to possibly make a buying decision from reading this content.

If any of the above is not true, then your content is costing your business both money and time.
Your content would be adding to the belief that the Internet and all its information is free. We know, that on average, an article/new web page costs £50  + £10 worth of SEO.

This means, that your company needs to generate nearly £150 to have the profit to pay for this work. The Internet is definitely not free, and your content needs to work as hard as possible to generate revenue.

Read 8 steps of a successful SEO content strategy.

Last checked and updated on May 21, 2021

Last checked and updated on May 21, 2021