Often when we think of web development, we think of the back end. Putting together a site map, a wireframe, and deciding what is going to go where. However, when offering a client the complete solution, we should also talk about the front end of web development: content, photos, logos, and of course blogging.
Here are some reasons blogging is an essential part of web development.
From the start, the purpose of web development is to give a company an online home. This is much like building a physical location. The domain name your client chooses is like their sign, it is often the first impression a user has of their site.
The same principles apply to page names and designations, especially those of the home page and any landing pages. The photos and content on the homepage serve as the front door and the lobby of the virtual location, but the blog content often serves as the salesman who shows the customer what they are looking for.
Gaining Organic Traffic
One of the other keys to web development is to keep in mind that organic traffic is typically the goal.
Businesses and individuals would spend resources for web development to increase website traffic – the more traffic a website has, the easier it’ll be for the website to accomplish its goals. Additionally, higher website traffic means more paying customers and/or loyal readers.
Blog updates are one thing that keeps a site fresh. Google will visit more often if there is newer content posted regularly. This means that those performing searches will see the site more often in site searches. (More on that in a moment)
From a web development standpoint, the theme and setup of the blog, the SEO properties, and default naming conventions all matter to making the blog attractive to search engines and therefore to searchers. To gain organic traffic with a blog, the initial development is vital.
The Ever-Vital Search Engine Rankings
Yes, search engine rankings matter, and as good of a metric as MOZ’s DA is, it doesn’t cover everything, nor is it the definitive determination of what a site’s Google rank will be. There are plenty of lower DA sites that rank high in SERPS for various topics. The key is to answer questions thoroughly, and the questions customers or clients in that niche are asking.
This ties into the market research that is key to good web development. The same research that tells you the persona marketing and web efforts should be aiming for will also inform blog development right from the beginning.
This influence on search engine rankings, including the vital local results to physical businesses, is tied directly to the development of the rest of the website. The more blogging ties into the rest of a robust and well-built site with the right SEO metrics, the better initial and building search rankings will be over time.
Aside from making sure that the website adheres to the algorithms set by search engines, blogs can also improve a website’s SEO rank. This works because search engines, such as Google, can identify websites that publish high-quality and accurate blogs, and then reward them with a better SEO rank online. Search engines are looking after the quality of the blogs present on a website, which means that copying a blog from other online platforms won’t do any good to a website’s SEO rank.
Increasing Conversion Rates
What is a website for, if not for making money? For most businesses, this means increasing conversion rates. A blog does that because each post contains, in one way or another, a call to action. If done well, these calls to actions will pull the reader down the sales funnel toward ultimate conversion.
While increasing conversion rates is a long-term goal, the better the start the more likely the end game will be a win. SEO plugins and other tools can make this easy for the content creation team in the long run.
Support is Essential
So why is blogging a vital part of web development? Because blogging supports the rest of what you are doing with the website. A blog post will lead to a landing page, a product page, or even a shopping cart, all of which must match and clearly be a part of the overall web strategy.
This blog support is essential, just like the structure of the rest of the site is essential to the success of the blog. The overall site is filled with balance, and the support of each part is essential to the success of the others.
While we might not think of blogging as a vital part of web development, it is, and we need to take it into account when constructing the other parts of the site to ensure they all work well together.