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6 Reasons Why Blogging Is Still Important For Marketing

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Is blogging still relevant? The numbers certainly say so.

There are 70 million new posts each month, and 42% of the web is built on WordPress alone. As a result, blogging is still a prominent part of an online marketing strategy.

In fact, in a recent survey, out of all the content marketing modes out there, such as videos, infographics, ebooks, and online events, 90% of businesses used blogs to help market their brands within the last 12 months.

But, how are they accomplishing this with the overload of content on the internet?

Well, they can achieve this with the right strategy and by focusing on the priorities surrounding blogging, such as SEO, and taking time to understand their customers, which we’ll discuss in a bit.

But if you’re getting into SEO or have been a content marketer, you may wonder if it’s still worth building out blog strategies or spending time outsourcing blogs. Well, it is.

Even though social media has become an essential part of content strategy, that doesn’t mean blogs have been left in the dust.

Blogging brings in more traffic and can help build brand awareness and authority. And those leads and traffic turn into customers and help create an audience.

But making influential blogs that meet your company’s objectives is another topic.

So, while they are important, it’s crucial you take time to create an effective strategy that engages and grows your audience and entices people back to your brand’s website.

Why Is Blogging Still Relevant?

Now, let’s learn why blogging is essential for brands and the strategies top brands use to ensure their blogs are influential in the ever-evolving age of online marketing.

1. Blogging Builds Loyalty And Trust

As mentioned, blogs help build loyalty and trust. But how?

Providing advice and reliable information that consumers can use will establish authority on the topics you discuss.

Blogs are a great way to slowly nurture your audience and prove your expertise when it comes to your industry and product line.

An essential part of improving content is the E-A-T concept, which stands for expertise, authoritativeness, and trustworthiness.

While it’s not a ranking factor, Google shares that E-A-T is essential to its algorithm and how it analyzes and recognizes content.

This means your content needs accurate, informative, and helpful information throughout the content and site.

2. Blogging Increases Visibility

The next part of building great content is making sure it is search engine optimized. Blogs that answer the questions consumers are asking about in your industry are helpful for SEO.

Additionally, incorporating keywords throughout your captivating and unique headings and subheadings, as well as your well-researched unique content, is a sure-fire way to help increase visibility.

Internal linking is another way to increase visibility. Link building throughout other pages, blogs, and product pages on your site can help build brand visibility, awareness, and authority.

It’s also important to look at the length of the blogs that are comparable to the topic you are discussing to ensure you’re fully covering the topic and meeting the length that will help you rank on search engine results pages (SERPs).

Images are another great way to enhance your content and visibility, which we’ll talk more about later. Now, let’s get into brand awareness.

3. Blogging Creates Brand Awareness

New and original content can make your brand more prominent amongst the rest of your competitors.

When they are searching for answers to their questions or want to learn something more, your brand is at the top of SERPs, giving them the information they need.

The more you invest in blog strategy, the more potential you have to grow brand awareness not only for SERPs but through shares across social media.

4. Blogging Generates New Leads

If consumers like your content, they will likely want more.

It’s an excellent way to get new leads by having them subscribe to your email listing.

This way, it’s less intrusive than having them like an ad that prompts them to sign up for an email listing to get a coupon.

While this can be a great tactic for leads, blogs help build a connection before asking for their information.

If they choose to read through your content on your site, they already like your content and want to learn more. There’s more of a relationship with your brand through the unique, helpful content.

You can then incorporate the subscription opt-in pop-up at the end of the blog or when they scroll, so they can quickly enter their information and keep reading.

5. Blogging Drives Engagement

One of the goals for most content marketers is to continue building relationships with new and existing customers.

Blogs provide more shareable content than just your products or service posts for consumers to share with others across social media.

It’s a great way to educate customers, provide tips or how-tos, and create more connections with your brand.

Over time, slowly reminding consumers of your brand through your content can help convert readers to long-term customers.

In addition, blogs can add interesting points to the customer journey and offer different opportunities to share your content.

Finally, it engages consumers with topics they are already interested in or want to learn about, creating more excitement for engagement.

6. Blogging Allows You To Understand Customer’s Needs

Generally, consumers don’t have ample amount of time to read blogs, so it’s important to find what will resonate with them to keep them on the page.

Trying to put yourself in the customer’s shoes and answer their queries is what blogs are made for and can benefit both you and the customer.

This way, you have taken the time to further research and understand your target market, and they get the information they need.

Blogs also offer an inviting space to leave reviews and feedback. You can find great areas for improvement and new ideas for blog engagement.

For example, maybe someone left a question, and that question creates a great topic for another blog post.

It is excellent for future inspiration, connecting with customers, and understanding their needs.

What Is The Future Of Blogging?

Blogging has undergone quite a transformation over the years in the strategies to optimize it and the best practices to engage with readers.

Google Trends shows that content marketing and blogging merge at some point, although the focus is now shifting to content as a whole.

Simply inputting keywords and what you think Google wants to hear isn’t enough.

All content needs to be expertly crafted and well thought out.

So now, let’s dive into how you can reinvigorate your blog content to ensure it’s hitting the mark.

How Can You Adapt To The Changing Times?

When it comes to blogs, the baseline to focus on is quality over quantity.

Don’t produce blogs just to produce them because you think it might help with your brand’s visibility.

Search engines have evolved just like blogs have and are better at evaluating content.

Also, people don’t have time to read long, never-ending content either, where it’s difficult to find the key points.

Content needs descriptive and engaging headings and subheadings, as well as clear, concise content with effective keywords.

It’s valuable to fully discuss a topic so someone can understand it but also get to the point – no additional fluff.

Additionally, it’s crucial to create a long-term content strategy to make sure you’re not just meeting general business objectives but truly reaching and understanding your target market.

Multi-Channel Storytelling Is The Way To Go

Content is still king, but the channel is now queen. Multi-channel storytelling is about how you spread content across different platforms. There are numerous social media sites and business listings where you can tailor and share your content.

See where your target market engages.

Maybe it’s Facebook or Instagram, and you can create copy that promotes the blog and brings them back to your site.

You can also check out business listings or directories where you can share content, such as your Google Business Profile, where you can share Google Posts.

Visual Content Attracts More Readers

Entwining pictures, infographics, short videos, and other visual content can help break up your topics.

It can also help you better highlight topics, describe difficult concepts, and keep readers engaged.

Be Visible In Search

To create visibility, it’s crucial to produce unique content and focus on keeping the readers engaged.

In addition, it’s vital to keep the customer in mind when creating content, so the content doesn’t fall on SERPs or get lost among other similar content.

Researching what your competitors are doing and what’s ranking well on SERPs is a start to growing your brand’s visibility.

Then finding a unique angle or building on what they are talking about while still answering what consumers are searching for, is the perfect balance for creating engaging ranking blog content.

Are Blogs Still Relevant In 2022?

Yes, but as with SEO, it is evolving. At the center of an effective blog strategy is SEO best practices.

It’s important to evaluate your strategy as SEO develops to make sure your content and overall website have the expertise, authoritativeness, and trustworthiness that search engines require.

Even with all the changes in online marketing strategy, blogs remain a pillar.

Blogs can not only bring in leads but also grow brand awareness for your target market. If you take the time to understand simple SEO tactics and how to reach your audience, you will surely have a thriving foundation of blog posts.

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Featured Image: ESB Professional/Shutterstock



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State Of Marketing Data Standards In The AI Era [Webinar]

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State Of Marketing Data Standards In The AI Era [Webinar]

Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings.

Want to learn how you can mitigate privacy risks and boost ROI through data standards?

Watch this on-demand webinar and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns.

In this webinar, you will:

  • Gain a better understanding of how your marketing data management compares to enterprise advertisers.
  • Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs.
  • Walk away with tactics and best practices that you can use to improve your marketing data now.

Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards.

Learn the key ways to level up your data strategy to pinpoint campaign success.

View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend

Join us and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year.

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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

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GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]

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96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker

TLDR

96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂



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