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. Furthermore, the Google Search Console has been revamped to include a new Search Console Insights page. This addition is specifically designed to aid content creators in understanding how their website’s content is performing in terms of engagement and reach.
Creating high-quality content for your website, complemented by regular blog posts, is the gold standard for achieving optimal SEO results. But, if you’re constrained by time or budget, the dilemma arises: should you invest more in page content or focus on blogs? Let’s delve into the distinct advantages of each.
Your website’s main pages are the primary touchpoints for visitors. It’s where you present your value proposition and aim to convert visitors into customers. Given their importance, prioritising content for these pages is logical.
Website pages are static, ensuring consistency. This static nature means they remain unchanged, making it easier for Google to index them, leading to stable keyword rankings.
Enriching your site’s pages with high-quality, relevant content not only informs visitors but also drives actions. Calls to action like ‘buy now’, ‘learn more’, or ‘get in touch’ can guide user behaviour.
Moreover, keyword-optimised content on your landing pages provides Google with more context. This can enhance your visibility in search results, potentially boosting click-through rates and conversions.
Consistently updating your content ensures your website remains relevant. It’s an opportunity to refine your marketing message, incorporate new product details, and keep your site aligned with current trends.
Blogs, in contrast to page content, are dynamic. As you add new content, older posts move down, affecting their visibility and ranking.
Whilst blogs can initially rank well on Google, their position might wane over time. However, they serve as a platform to delve deeper into topics related to your products or services, potentially driving traffic to your main pages.
Blogs also bolster your social media strategy. Sharing them on platforms like Facebook or LinkedIn can attract an audience already interested in what you offer. Moreover, insightful blogs can earn backlinks, enhancing your site’s authority.
However, it’s worth noting that whilst informative blogs can educate, they might not always lead to immediate conversions.
So which should I choose?
Both page content and blogs offer unique advantages. The main pages should be your primary focus if your goal is to bolster keyword rankings. Once you’ve achieved the desired rankings, blogs can help sustain them. But, be wary of keyword cannibalisation. Overusing the same keywords can lead to ranking inconsistencies.