One thing that has remained constant with Google over the years is that content is king. The latest Google algorithm updates have even incorporated page experience as a ranking factor and Google Search Console has been updated to include a new Search Console Insights page aimed at helping content creators to understand how the website’s content is performing.
Creating high-quality content for your website and supporting it with regular blog posts is the ideal combination for best results. However, if you have limited time or budget and need to choose between creating page content or a blog, which should you prioritise? Here we’ll discuss the benefits of each.
The main pages of your website are generally the pages you want your visitors to land on and the place where you focus on convincing them to buy your products or services, so it makes sense that adding content to these pages would be the priority.
Website pages are static pages, that means they don’t tend to change or move around on your website, so it’s easy for Google to consistently locate them which contributes towards more stable keyword rankings.
By adding high-quality content to your website’s pages, you can provide specific information about what you’re offering and how to get it. You can include a targeted call to action such as buy now, enquire here, watch our video, or call us.
Improving your landing pages with keyword rich content also provides Google with additional information that it can use to display your site in associated search results and generate personalised search results based on the search query. These additional appearances in search results can help to improve your click through rate and in turn, your conversions.
The information provided on your web pages can also help to build credibility and trust. Including content that demonstrates your expertise and authority can help to convince your visitors that you’re the man (or woman) for the job!
Reviewing and updating your page content at regular intervals is also a great way to identify gaps in your marketing message, add in new and updated product information, and generally give your website a fresh focus.
Unlike page content, blog posts aren’t static. As new posts are uploaded, they are pushed down the list and often drop onto another page meaning that Google has to rediscover the location and re-rank the page.
Initially, blog posts can achieve great rankings on Google but after a while they gradually begin to drop.
Blog posts are a great way to discuss different tips and elements of your product or service. Depending on your product, they might just encourage your visitors to hop over to your shop and purchase your product.
Blogs are excellent for supporting your social media activities. Posting your latest blogs on sites such as Facebook, LinkedIn, and Twitter can help to generate new traffic from people that are already interested in your products or services. High-quality blogs that answer a question are also a good way to attract new backlinks from other websites as well as creating internal links to other pages on your website.
Often though, more informative blogs don’t tend to convert, they answer a question and then the visitor leaves the website without even interacting with you.
So which should I choose?
Both page content and blog posts have value, but we would recommend that the primary focus of any new content should be the main pages of your website if you are trying to build your keyword positions. If you have great keyword positions already for your main pages, then creating regular blog posts will work to support and maintain that – just be careful not to create keyword cannibalisation by using the same keywords in multiple places on your website as this can cause your keyword positions to fluctuate as Google bounces between different pages.