Are blog posts the best SEO strategy today?

In the ever-evolving landscape of search engine optimization (SEO), one question continually arises: are blog posts the best SEO …

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(chime ringing) – This is Neil Patel, helping you succeed through online marketing. So we’re going to talk about if blog posts are the best SEO strategy today. I need to sneeze, but I’m holding it. So let me show you this post from LinkedIn. So this guy, Peter Caputa, CEO of Databox. So he said this. "So the other day an agency owner told me they were going to ramp up their content production for their own marketing from four to eight articles per month." This is the exact advice I used to give in 2010. Publish more blog posts to get more search traffic. The problem, it doesn’t work anymore. Neil, you want to read some of these? – All right. So instead of going down all of these, I would actually tell you what I would do. I do think writing more content isn’t a bad idea If you have already really good SEO traffic. If you have no SEO traffic, you’re going to have to write blog posts too. But I would actually look at it a very little different way. I would actually look at it based on your authority. If you have low domain authority, call it 20, 30, 40, even 50, which isn’t that high, I would figure out what free tools you can offer on your website to naturally build links. And you’ve seen this, you’ve done the analysis on this Eric. What are my most popular link pages on my site? – UberSuggest. – Yep, UberSuggest, and all my other tools like Answer the Public, UberSuggest. When you look at how many links, free tools get, it blows out of the water any type of content that most people could ever write. And it just continually builds links. You’re continually get that residual effect without much work. With content, you get links early on or later if you’re manually building them, but like it slows down for those blog posts while tools, you just keep getting them and they keep generating more and more traffic over time. Second thing I would do is if you already have domain authority and you already have traffic, I would first focus on, and we had an episode on this a few days ago, so make sure you listen to it. Updating your content. And what we found is when you focus on updating your content, because there’s already enough content on most topics on Google, we found that you generate way more traffic just keeping your old content updated and fresh. Because when someone does a search, they don’t want to read something that’s a year old or five years old. They want to read something that’s a week old, two weeks old. And this is why Wikipedia ranks for a lot of terms. It’s not that it’s a best source of content on animals or presidents or whatnot. There’s probably a website that has better content on those subjects than Wikipedia. But what Wikipedia does well is they keep their content fresh and up to date. So what we do is we’ll go into Google Search Console, look at that page, its traffic compared to a year ago, and compare it to three months ago. And when we do a comparison to either of those you know, date points, if the traffic has gone down for either of those date points, we update the content and make it fresh. And when I say update it, we look at who’s ranking above us, what do they have that we’re not including. We look at that subject and poke holes and figure out all right, what can we do to make that content about that topic more fresh, up to date, better, more valuable to users? Does it need videos? Does it need more images? How’s the conversational tone? We look at literally every aspect to try to improve the content. And then of course, we do mix in new content as well, whether you have a low domain authority or a high domain authority. Because without content, you’re just not going to do as well. And not every topic has already been written about, because there’s always new things in most industries that you could be writing on. – You know what’s interesting? This is something I’m in the middle of debating on right now. It’s to bring back the piece of our software that shows where you’re decaying traffic and just giving it away for free, because that’s something that’s helpful, right? But like even rewinding back into how I’m thinking about YouTube right now, the way we used to create videos for YouTube probably worked really well five, six years ago. This is why we got a lot more views because the quality bar was a lot lower, but the quality bar has actually risen quite a bit more. But this also applies to SEO as well. Everyone’s writing blog posts. Everyone’s doing the same stuff from 10 years ago. Sure, you can talk about trending news. Yes, absolutely, that works. We do that with marketing school. Yes, you can share data, you can share reports, that’s cool, but it’s still not as linkable from like an asset standpoint as a free product, right? Like back in the day, by the way, maybe 10 years ago, everyone’s talking about infographics. In fact, Neil would spend like $30,000 on an infographic and it would get a ton of links, right? But right now, if he did it, he’d be a dumbass if he did it. – Don’t care if with infographics, like they’re cool to look at, but you’re not going to get a ton of links like you used to. – How many links do you think that those infographics got on average? – I don’t know. I had a blog post, I broke it down. But like, some got like 20, 30, 50, some 100, some more. The problem is when you look at the Link tools you’ll start seeing like a lot of junk links in there too. But if you actually look at like how many unique good sites link to you, I would say like 20, 30 at least, per infographic. – I mean, look, I’m looking at neilpatel.com/UberSuggest right now. So referring domains is about close to 21,000 or so. And you can certainly go look at the quality of links, but at the end of the day, it’s something that provides utility. We’ve got links from Google, Adobe, GitHub, Shopify, Wix, Reddit, PayPal, Trustpilot, everything. So anyway, it is what it is. Sure, it’s going to cost you more money, it’s going to cost you more time, but at the end of the day, it’s actually going to cost you less. So think of it that way. (whoosh) – If you have any questions, leave a comment below. I’m here to answer them and help you out. If you enjoy the video, like it, share it, tell people about it. Thank you very much.

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