Is the blog coming back?
News flash: Blogs never left. While the landscape of digital information sharing and consumption has changed due to social media’s popularity, people still read blogs, and blogs still provide businesses with an opportunity to boost authenticity, improve SEO, and engage with a specific audience.
A few elements of the traditional blog post have evolved to better fit the framework of today’s highly visual landscapes, however. If your business is looking to revamp an old blog on the company website or launch a completely new one, note the important tips, below.
Long form is now the name of the game
Gone are the days of cranking out 500 to 700-word blog posts several times a week in an attempt to capture readers through frequency. Now, it is recommended that blog posts extend between 800 and 1,000 words, significantly boosting a brand’s SEO through its details. And, in turn, a reader taking more time to absorb the blog post will lead to better search engine ranking, higher engagement, and increased online visibility.
Another goal of quality long form content is the establishment of trust through an expert voice. With so many online information options available for consumers, a business that steps forward with expertise and authority on a particular topic will take the lead. People want to know why they should choose one business over another, and a blog is the perfect opportunity to explain it.
Keywords are more important than ever
Keywords are the foundation of SEO because they help search engines like Google and Bing understand what your website is about. When people search for specific terms or phrases, search engines match those queries with relevant content. By choosing the right keywords for which your target audience is searching, you can increase the chances that your website will appear in search results. This can lead to more traffic to your site, resulting in higher conversions, sales, and overall brand awareness.
How-to tip: Avoid the common tactic of stuffing your blog post with relevant keywords. It’s obvious and often shows a lack of effort. Remember, you are the owner of this blog and your words will be considered the authority of a particular topic. So write what you know, address what your customers or guests need to understand, and then return to the unpublished post later and see what may be swapped out for a keyword.
Remember that your topic, written well for the audience, is the most important element of any blog post.
High-quality blog content can naturally attract backlinks to your content from other websites, further boosting SEO.
Quality content can encourage other site owners, bloggers, or influencers to create these backlinks to your site if your blog provides valuable, informative, and shareable material. When these authoritative websites link to your content, it signals to search engines that your site is credible and valuable, which boosts your rankings in search engine results. Plus, your site may gain additional visitors from people following these links to your blog.
How-to tip: Social media is another way to promote and share blog posts, and will drive traffic to a website. Many people search topics and companies directly from social media, so utilize this important tool. Google also crawls and indexes major social media sites frequently, so sharing a blog post on social media is a great way to have it appear in search results sooner.
Keywords are important, but they aren’t everything
Yes, Google has a hold on most things related to search engines and analytics, but that doesn’t mean that numbers and statistics are the be all, end all. There are always exceptions to recommendations, and blogs fit well within this category.
Writing a blog is an excellent way to connect with potential customers and add a splash of brand personality. While it is considered best practice to combine storytelling with Search Engine Optimization, we know it doesn’t always work out that way.
How-to tip: Tell your story in your voice, and don’t worry too much about SEO. Who founded the company? Are there fun facts about the industry or location of the business? Show the world the ‘Why’ through a description of the company’s mission, vision, and values. If it’s important to you, it will be important to readers.
Keep content fresh and up to date through a blog
Search engines love to see active websites with compelling content updated on a regular basis. Does this mean a company needs to post weekly? Not at all. The important thing is to remember consistency and regularity when it comes to blog posting in 2025.
A steady flow of quality content signals to search engines that your website is active and continually providing value to its visitors. This consistent activity helps boost your search engine rankings over time. Whether it’s blog posts, articles, or other forms of content, regular updates keep your site relevant and engaging, encouraging both search engines and users to return. Have a fun story about your company? Celebrating an important milestone or launching a new product? Besides providing important information, anecdotes help personalize a brand’s uniqueness and are a way to connect with potential customers.
How-to tip: It’s likely to be easy for the first few months to come up with blog topics and write posts, but over time, maintaining the consistency necessary for SEO and reader engagement often becomes difficult. One way to mitigate this challenge is to craft a spreadsheet of blog topics from across the company, noting things like frequently asked questions from customers, new products or services, or important trends you think readers should be aware of. If there are dates of significance or upcoming events, calendar those too. A schedule will also provide a visual representation of the blog’s future, and make sure topics are not repeated.
Add engagement through multimedia options
The blog reader today is going to expect quality visuals to go along with expertly written content. It’s easy to embed such elements as podcasts, video, and high-quality photography into a blog post, offering people a visual “ah-ha” moment and providing context to the written word. Especially for businesses that operate within the travel and hospitality industry, or other highly visual enterprises, the addition of video and photography can make the difference between simply attracting, and keeping readers.
How-to tip: All website platforms can host a single, or full gallery, of images that augment the words of a blog post. Even though much of today’s storytelling is through video, it’s important to remember the impact of photographs. Choose images that fit with your topic, and be sure to post them with subtitles.
Including a relevant video to your topic might help deliver the message further. If you already have a YouTube channel with relevant videos, pull the code of the video to embed in the post or simply provide a link to the company’s YouTube channel. You can also pull the code of the video from Instagram videos.