Why blogs are important for your website

In this case study we look at why blogs are important for your website. You could be thinking that having a website is enough, especially if your SEO specialist is impressing you with lots of backlinks.

But does the backlinks really help? Truth is, backlinks help but it’s effect is negligible without content and a content strategy guided by keyword research.

The Challenge

This website was created July last year and they were keen on improving their website’s visibility.

This Ahrefs graph above shows the backlinks (blue line) and organic keywords (orange line) that the website is ranking for before I started working for them.

On the graph below is the Google Search Console metric of the website.

• Blue line represents the organic clicks of the website (means the website showed up as a search result and a user clicked on the result)
• Violet line represent impressions (or when the website shows as a search result but no use clicked on it).

These website metrics show that the website built backlinks (blue line from Ahrefs) from the very start (July 2023), and it produced great impressions (violet line in GSC) but it didn’t help getting clicks for the website and thus the website found it hard to rank for keywords (orange line in Ahrefs).

While it does show that the website had a spike of organic keywords in Ahrefs last September 2023, the Google Search Console shows no spike in clicks and impressions on that date range.

The Solution

I first audited on their website last March 2024 and what I proposed was a keyword realignment, content creation guided by my keyword research, technical SEO fixes and on-page SEO optimizations.

The Result

The first few days of optimization involved keyword realignment which at first created a dip as it shook off keywords that are non-relevant to our targeted terms.

Technical and on-page SEO optimizations were done on the next month and it was on April 29 that their first article was published.

In a span of three months their website had a great improvement.

As of June 15, 2024, they have already published 5 articles and you can see from the graph below that after consistent publishing of keyword research guided content, their clicks and impressions simultaneously trended upwards which also means that they were able to create content that were relevant for their target market.

This is a clear example of how backlinks can definitely create visibility for your website but creating blogs guided by keyword research can create more traffic and relevant clicks from your target market.

If you’re thinking that maybe the website just drove clicks and impression due to increase of backlinks, see below and you might be surprised to know that backlinks are not that powerful.

You can see from the above Ahrefs graph that the website’s backlinks were definitely not the driver of clicks and impressions. It was the organic keywords that drove those, which also is a great example how having quality content is the best way to get traffic for your website than just having backlinks.

THROUGH THIS CASE STUDY, ONCE AGAIN, WE PROVED THAT QUALITY CONTENT IS A GREAT DRIVER OF TRAFFIC AND ONLINE VISIBILITY THAN BACKLINKS.

More Reasons Why Blogs Are Important For Your Website

Here are additional reasons why blogs are important for your website:

1. Engages Visitors: Blogs create opportunities for engagement through comments, shares, and discussions, fostering a community around your brand.
2. Showcases Expertise: Detailed and insightful blog posts demonstrate your knowledge and expertise, positioning you as a thought leader in your field.
3. Supports Social Media: Blogs provide content that can be shared across social media platforms, driving traffic from those channels back to your website.
4. Improves Conversion Rates: By addressing common questions and concerns through blog posts, you can guide visitors through the buyer’s journey, improving the likelihood of conversions.
5. Builds Internal Linking Structure: Blogs allow for internal linking, which can help distribute page authority and enhance the SEO of your entire site.
6. Provides Value to Customers: High-quality blog content offers valuable information to your customers, helping them make informed decisions and improving customer satisfaction.
7. Generates Leads: Blogs can be used to capture leads by including calls-to-action (CTAs) that encourage visitors to subscribe to newsletters, download resources, or contact your business.
8. Supports Long-Tail Keywords: Blogging allows you to target long-tail keywords, which are specific phrases with lower search volumes but higher conversion rates.
9. Keeps Your Audience Informed: Regularly updated blogs keep your audience informed about industry trends, company news, and new products or services.
10. Enhances Brand Voice: Blogs help in developing and maintaining a consistent brand voice, strengthening your brand identity.
11. Offers Evergreen Content: Some blog posts remain relevant and valuable over time, continuously attracting traffic long after they are published.
12. Improves User Experience: Well-structured and informative blog posts enhance the overall user experience by providing helpful and engaging content.
13. Supports Link Building: High-quality blog posts are more likely to be linked to by other websites, improving your backlink profile and domain authority.
14. Increases Dwell Time: Engaging and relevant blog content can increase the amount of time visitors spend on your site, which can positively impact SEO.
15. Provides Shareable Content: Blogs create shareable content that can increase your website’s visibility and reach when shared by readers across social networks.
16. Facilitates Personal Connections: Blogging offers a platform to share personal stories, insights, and experiences, fostering a deeper connection with your audience.
17. Enables Content Repurposing: Blog posts can be repurposed into other formats like videos, podcasts, infographics, and e-books, maximizing the value of your content.
18. Supports Customer Service: Blogs can address common customer questions and issues, providing a resource that supports customer service efforts.
19. Strengthens Email Marketing: Blog content can be used to enhance email marketing campaigns by providing subscribers with valuable information and updates.
20. Offers Analytics Insights: Analyzing blog performance through metrics such as page views, time on page, and conversion rates provides insights into your audience’s preferences and behavior.
21. Enhances Credibility: Consistent, high-quality content can enhance your website’s credibility and reputation in the eyes of your audience.

Frequently Asked Questions