A client wants to develop a content strategy so they can rank for more keywords but isn’t sure if they can muster the resources to create a blog. Sound familiar?

When budgets are tight, it’s often tempting to put more money behind your paid media campaigns; after all, you can actually see which ads and optimizations are generating the most revenue each month.

Earned media is not so cut-and-dried. However, creating and developing blog content should be regarded as a long-term investment. And as any good financial advisor will tell you, it’s best to start saving early. There is evidence to suggest that investing in a blog today will pay dividends for years to come.

Why should I have a blog?

No matter if your website is focused on e-commerce, lead-gen or self-service, there is what I like to call a “finite keyword set” that constrains you, whether you realize it or not. This concept of a finite keyword set is dictated by the fact that you want to serve the most relevant content to users at all times. By this notion, you would never post a recipe for lemon ricotta cookies on your fashion e-commerce site. (Or would you? We will revisit this idea later.)

Ideally, at the most basic level, your website should provide an expert level of knowledge about your subject matter — this will help ensure you meet Google’s quality guidelines. However, if your goal is to truly dominate the SERPs and outrank the competition, you need to start thinking outside the box to expand the breadth and depth of your content.

Simply put, a blog allows you to gain search engine results page (SERP) real estate, which can provide additional touch points for users to discover your brand. In creating new content, you will inevitably be expanding your keyword set — though I highly recommend performing keyword mapping (using Google’s Keyword Planner tool) and pre-planning your strategy to avoid keyword overlap and URL confusion.

Do note that recent changes have made it increasingly more difficult to get accurate keyword data from Google. In order to see “normal” search volume ranges, you will need to have a significant amount of ad spend with Google. It may be helpful to sync up with your paid search team to create a workaround.

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