Bear with me on this one.
In response to my post about the importance of a having a blog, people have asked me if adding a blog to a website is like putting a bandage on SEO wound.
My response: it’s actually more like a wig. A wig can change, and even improve someone’s appearance, but it doesn’t cure baldness.
In an ideal world, a blog complements a website that is already intuitive and informative. The blog’s content is completely original, helping the website cast a wider net in the search engines for that business’ most valued keywords.
But the world is not always ideal. When it comes to spending money to improve a website’s search engine positioning, a lot of companies either can’t reinvest in a revamped website that includes a new blog or they just don’t want to make the effort to do both. In cases where a website has poor SEO fundamentals and history, then the addition of a blog is like throwing a wig on. It will help, but it doesn’t undo mistakes previous made when the website was launched.
The bottom line is this: the value that a blog brings to the table from an SEO-perspective can’t be argued. Whether a blog is added to a website that is performing well or poorly in the search engines, it will bring value by way of more indexed paged, traffic, and links.