Conveying the importance of blogs, couldn’t be more important. When it comes to blogs our clients are often shocked at the impact that blogs can have for their site and more importantly, their business and ROI.

Oftentimes clients view blogs as a rather old-fashion and outdated practice and are quite shocked that it is something we highly recommend. Blogs are so much more than words on a page. They really can transform your rankings.

Search Engines (Google) Explained

Firstly, in order to understand why we recommend certain SEO beneficial efforts (like blogs), it’s crucial to understand the way Search Engines work, I will be referring to Google throughout this blog as the search engine. Google operates by crawling each page on your site, not by crawling your site as a whole or just the homepage. This is where the importance of content on the pages of your website comes in. Google needs enough content on a page to understand what your business is all about!

Ultimately Google is a business, its business as a search engine is to deliver the most relevant information to the customer (us) and it wants to do this by answering our questions as accurately as possible and by giving us all the relevant information we are asking for. Think of a library, if you were to walk in and ask a librarian for a novel by Jane Austen and she gave you the Very Hungry Caterpillar book, not only would you be confused but you probably wouldn’t return to that library, and you would go to another library that gave you the book you were looking for.

With this in mind, you might be thinking why are blogs relevant to this, the reliance with blogs is the content. As Google needs to be really clear about what search results it provides and it only wants to provide the most relevant searches. This is why one thing high ranking sites have in common is lots of content, google needs to crawl your page to understand what you are all about. One way to improve content is through blogs.

Blogs as an Opportunity for Showcasing & Connecting with a Customer

A blog page gives your business an opportunity to have some more unique industry-specific content which when done well, can attract new customers and ultimately convert into purchases. For all types of business blog pages can be goldmines here are some examples:

E-Commerce Trainer Business

A company selling running shoes could post articles such as “How to choose the right trainers for marathon training” or “Best running shoes for beginners in 2025.” These blogs not only answer common customer questions, but also naturally include search terms people are using, increasing the likelihood of ranking higher and attracting the right audience.

This is why Google prioritizes sites that clearly demonstrate relevance and authority. If someone searches for “sports trainers,” Google wants to ensure they see sports trainers and not slippers. One of the common traits among high-ranking websites is a strong library of content that allows Google to understand exactly what that site is about. However, blogs aren’t all about search-engines, they’re also about the user.

Wedding/Events Venue

Writing blogs about “Top 10 tips for planning a summer wedding” or “How to choose the perfect wedding photographer” not only attracts couples searching for advice but also provides helpful answers for your target customer and demonstrates to them that your business knows the industry inside-out. This authority helps build trust and could encourage a couple to even book a tour.

How Blogs Help Rank in AI Search results

It’s no secret that the way of searching has dramatically changed, now pretty much every search generates an AI result. Just as a quick explanation AI Search engines (chat-gpt) work by answering the prompt from the user and generating longer form content from Google & Bing – ChatGPT Bot crawls the sites (again looking for the most relevant information to answer the users question – just like Google) If you want a deeper explanation of AI, read our AI blog. What we have observed is that with AI users (us) act differently to generate AI search results in Google, or when asking AI directly, they tend to ask longer questions. For your business, appearing in AI Search results is a ranking opportunity! To get ranking in AI search-results there is no blueprint at the present moment, however detailed longer-form content is what seems to be working. Another good reason to have a blog page, in this ever-changing landscape!

Blogs as Active Updates and Optimisation Opportunities

When it comes to the frequency of blogs, whether that’s weekly, bi-weekly, or monthly by adding the extra blog page this signals activity to Google. Activity is another ranking factor Google takes into consideration. A blog provides a natural way to add meaningful content to your site without constantly re-arranging your main pages on your site.

Back to the business examples to illustrate:

E-Commerce Trainers Business: Can use blogs to announce new arrivals, industry trends, or style guides, keeping content fresh and audiences engaged.

Furthermore a blog page allows us to further optimize for SEO in ways we might not be able to otherwise with Technical SEO elements. Blogs provide an opportunity to add schema to a site. Schema is a code that helps the search engine understand more about the content of the page. There are different types of schema, but they are all relevant for helping the search engine understand more, to illustrate there is faq schema, local schema, structured schema, and article schema. Blogs allow opportunities for adding schema which in turn helps your site increase its rankings.

• Electrician’s FAQ blog (“Do I need an electrician to install outdoor lighting?”) could use FAQ schema, potentially landing them a featured snippet in Google search.
• Local wedding venues could benefit from local schema, ensuring they appear in searches like “wedding venues near me.”
• E-commerce articles can leverage article schema to improve visibility for product-related blogs, making them more likely to appear in rich results.

The Long-Term Power of Evergreen Content

Depending on the content the effects of blogs never die! Unlike modern social media posts, the long-term impact of blogs can be really strong. With what we call ‘evergreen’ content, evergreen content is any type of content that remains relevant over time, it can attract readers indefinitely as the topic/question/issue never goes out of style. To illustrate this there is a blog which Front Page Advantage wrote in 2014, that ranks every single month in the search results!

Unlike a social media post, which typically has a short shelf life, blogs can continue to deliver results for years. For example, an electrician writing “How to prepare your home for winter” could see traffic every year when cold weather hits. A wedding venue’s “How to create the perfect wedding day timeline” blog will always be useful for engaged couples, no matter the year. And for e-commerce businesses, a timeless blog like “The ultimate guide to caring for leather shoes” can rank indefinitely as customers search for answers year after year. That’s the beauty of evergreen content: it acts like a long-term investment, paying dividends well beyond its original publication date.

Conclusion

At the end of the day, blogs are not just filler content. They are one of the most versatile and impactful tools you can use to strengthen your online presence. From boosting rankings and building authority to creating long-term visibility and trust, a well-managed blog is an SEO powerhouse.

So, while some may see blogging as a relic of the past, in reality, it’s one of the smartest, most future-proof strategies you can implement for your business today