What’s the Real Value of a Blog?

So much has changed in the last few days, never mind the years that I’ve been working in the digital marketing world. When I first started, I would spend anywhere from three to five hours writing one blog, from topic selection to research to writing and rewriting because a client didn’t approve, to finding images and inputting alt tags, meta descriptions, and ensuring full SEO value has been implemented.

With the flood of content that continuously streams through our devices, our team has genuinely questioned the value of blogging for our clients. AI has automated so much of what we do, and satiating Google or any other search engine seems like a fruitless endeavor. 

The questions we found ourselves asking…

• Can we honestly tell our clients that blogs make a difference to improve their rank in search?

• Does anyone even read the blogs we write?

• Do the hours we put into writing a blog translate to the best ROI for our business and for our clients’ businesses?

• Should we just shorten the blogs so we’re still writing them but perhaps not putting in so much effort?

• Are we posting enough blogs per month to actually get some value in search?

• Ultimately, what’s the value of a blog nowadays for a business?

For some of these questions, the answers are fluid, ever-evolving as the digital landscape morphs and changes. What I did find out, after doing my due diligence in Googling, leveraging AI, and reading from trusted sources like Neil Patel on LinkedIn®, is that without a doubt, blogs can positively impact search engine ranking, so don’t abandon them just yet!

Do Blogs Make a Difference When it Comes to Ranking in Search?

Yes. Because…

1. Fresh content is uploaded as it signals to search engines that your website is active and relevant. Google especially favors fresh, updated content.

2. For every new blog that you post, more of your pages will get indexed, which will increase your opportunities to rank for different keywords.

3. Blogs are a natural way for your business to incorporate long-tail keywords and answer search questions from potential customers.

4. When structured well, with internal linking and high-quality backlinks, your SEO value and domain authority increase across the site.

5. Dwell time is essential, meaning how long a person stays on your website. If it’s a good blog, chances are the person who got there will read the entire piece, which signals to Google that the content is valuable.

Businesses shouldn’t expect a blog to increase their ranking overnight; they’re a piece to the long-term SEO strategy where the ROI comes over time.

Do People Even Read Blogs Anymore?

Yes. What’s changed is how they consume them. Long-form blogs don’t get the same engagement or hold a reader's attention as much as they used to but when done well, a good blog will help answer specific questions in a way that engages the reader while not droning on for thousands of words.

Do the Hours Put into Blog Writing Translate to the Best ROI for a Business? 

Yes! But there’s a BUT.

There’s a strong ROI for blogging, but it depends on the business, industry, and content strategy. When it’s strategic and aligned with SEO, customer intent, and content marketing goals, they’re highly effective and are a long-lasting investment.

Blogging is best when it’s:

• Tied to your business goals, SEO, and a clear content strategy

• Well-optimized to drive organic traffic without ad spending

• Written wel, has CTAs, and is unique as it can drive traffic for months or even years (unlike ads that stop working when you stop paying)

• Consistently done and establishes expertise, trust, and credibility in the industry

• Repurposed for other marketing channels

Blogging is worth your time if you want long-term results, sustainable organic traffic, brand authority, and lead generation.

What’s the Ideal Length of a Blog?

Ok, so the answer here isn’t yes or no, but it is rather confusing; at least, I’ve found it so. There seems to be a general consensus online that blogs should be around 2,000 words, but then that number is contradicted with the fact that people today don’t want to read long-form content, which, to me, is long-form content!

In leaning on ChatGPT for this answer, I appreciated this simple and logical breakdown.

In general, it’s important to note that longer blogs do perform better for SEO; we’re talking 1,500+ words. They provide more opportunities for keywords and rankings, can increase dwell time, have a higher chance of backlinks and social shares, and are preferred by Google when looking for comprehensive answers to people’s searches.

How Many Blogs Per Month Should My Business Post?

Producing enough content to make blogging worthwhile is important. The best strategy for most businesses is anywhere from four to six blog posts per month, as this will provide a strong balance of consistency and quality. Whatever frequency you decide to post, stay consistent and stick to a schedule; search engines like that. 

However, what should be your main priority?

SEO-driven, High-Value Content!

So, What’s the Value of a Blog Today for a Business?

Blogging is still considered one of the most valuable tools to drive long-term organic results. The biggest takeaway is that it must be done strategically, or everything I’ve written above is a waste of time, energy, and resources.

Well-written blogs will drive organic traffic and SEO rankings, help establish authority and build trust, generate leads and conversions, support other marketing channels, and even compete with AI to future-proof your brand, as they are a flexible and sustainable way to engage audiences.

Now for the plug: Blogs are needed, but they take time you may not have. So…

Let’s collaborate! 

At eQuil Digital Media, we offer customized digital media packages for your business. CONTACT US to elevate your digital brand as we work together to boost your online presence and drive tangible results.