One of the most constant factors of Google search rankings is that they change. Each change brings about new rules and requirements to keep your website at the top of search engine result pages.

However, while things are continually changing, there are also elements that remain constant – continually leading to more traffic, a higher ranking and increased conversions.

However, not just any blog will do. You have to create interesting, informative content on a regular basis in order to see any SEO effects with your blog. When you do this, some of the benefits you will see include the following. Top web design agencies always maintain active blogs on their sites – and their clients’ sites – for the following reasons:

Fresh Content = Increased Rankings

When you add two to three new blog entries to your blog every week, you will be showing Google that your website is up-to-date, active and worthy of the good rankings. If you leave your website unchanged for weeks or months on end, Google will eventually start ignoring your site. However, if you are constantly adding new and fresh content, you will be rewarded with higher rankings all across the board.

Helpful Tip: Blogging can actually affect your SEO ranking negatively if you use scraped or low quality content. You need to ensure that only high quality, unique and relevant posts are published. If you are short on time to write, consider hiring a freelance writer.

More Content = Increased Traffic

Every new blog entry that you post on your blog adds another page on your website that Google will index and then send to searchers. In a number of cases, the blog pages can rank very well for the long-tail keyword phrases, even if you aren’t even trying to rank for them. While individually the phrases may not perform significantly, collectively the traffic can add up quite a bit.

Helpful Tip: Use the Keyword Research tool from Google’s AdWords KeyWord planner to discover blogging topics ideas on current search behavior that is related to your services or products.

New Blog Pages = New Internal Links

When you configure your blog properly, each page will include “internal links” to the site’s home page, brand pages, category pages and other important pages that you are attempting to rank for. These internal links will help to increase your blog’s authority, as a result your PageRank to these pages, which increases their importance according to Google and will also result in more visitors to your page.

Interesting Blogs = A Larger Social Hub

It can be virtually impossible to get visitors to “follow,” “share,” or “like” a link for a commercial product page where you are attempting to sell something. While you may be able to get a few friends and family members to do this, it doesn’t go much further. The only way that you can successfully build a following socially is to build a social following and have people post the links to your site is by creating an on-site blog. When you have interesting and trending topics, people will naturally follow and like, even link to the blog entries.

Remember, your blogs do not always have to be directly related to what you are trying to sell. Take some time to discover the topics that are trending to create relevant content that creates a buzz.