By Becky Zemlicka, VP of Marketing & Creative Services, Mindz Eye Marketing
When many clients think about blogging, they imagine a hopeful scenario: someone wakes up one morning, decides they want to read a blog, searches for one by name, and intentionally lands on their website.
That can happen — but that’s not really the point of a blog.
The real value of blogging isn’t about people proactively searching for your blog. It’s about people searching for answers, ideas, solutions, and information — and your business showing up at exactly the right moment.
Blogs Are About Being Found — Not Being Famous
(And How Search Engines Actually Use Them)
At its core, a blog is a powerful SEO tool — but only when it’s written strategically.
Search engines don’t rank websites just because they exist. They rank relevant, helpful, clearly written content that aligns with what people are searching for. Blogs give you the space to intentionally use:
- Targeted keywords and phrases.
- Related (semantic) search terms.
- Clear explanations that demonstrate expertise.
- Internal links to your core service pages.
When all of that is done well, blogs help your website appear in search results for the words and phrases your audience is already typing into Google.
Think about how you search:
- “How often should I fertilize my lawn?”
- “What does a marketing agency actually do?”
- “Best time of year to refinance?”
- “How long does landscaping season last?”
People aren’t searching for your company — yet. They’re searching for information. A well-written blog bridges that gap by introducing your brand while answering their question.
That’s how blogs work: they pull people in organically.
Push vs. Pull Marketing (And Why You Need Both)
In digital marketing, we often talk about push and pull strategies:
- Push marketing is advertising. You’re pushing your message out through ads, emails, social posts, and promotions.
- Pull marketing is SEO-driven. You’re creating content that attracts people to you when they’re actively searching.
Blogs live squarely in the pull category. They work quietly in the background, building visibility, credibility, and traffic over time — even when you’re not actively running ads.
The most effective marketing strategies use both.
Why Your Business Should Be Writing Blogs (From an SEO Perspective)
Here’s what consistent, optimized blogging does for your business:
- Improves search engine visibility by giving Google more high-quality pages to crawl and index
- Positions you as an industry expert, not just a service provider
- Brings new visitors to your website who may never have heard of you otherwise
- Supports sales conversations by educating prospects before they ever contact you
- Builds long-term value — a blog written today can generate traffic for years
In other words, blogs work after they’re published. They’re one of the few marketing tools that compound over time.
The Most Valuable Blog Topics (Hint: Write for Google and Humans)
A Simple Framework for Writing Blogs That Actually Work
When we’re developing blog strategies for clients, we often use a very simple rule:
Every strong blog should:
- Answer one specific question someone is actively searching for
- Target one primary keyword or phrase (with related terms supporting it)
- Support one core service or area of expertise on your website
This keeps blogs focused, searchable, and valuable — instead of vague or overly broad.
For example, a landscaping company might write a blog that:
- Answers: “When does landscaping season start?”
- Targets: “landscaping season start” and related terms
- Supports: Their landscaping or seasonal services page
That clarity helps both search engines and readers understand exactly why the content exists.
One of the biggest mistakes businesses make is assuming people already know what they know.
They don’t.
Some of the best-performing blog topics are answers to common questions — especially those that align with search intent (informational, comparison-based, or problem-solving searches):
- “What should I expect when hiring a [your industry] professional?”
- “How much does [service] typically cost?”
- “When is the best time of year to [do the thing]?”
- “What’s the difference between ___ and ___?”
If people are Googling it — it’s worth writing about. And it’s worth writing about clearly, thoroughly, and honestly.
From an expert standpoint, strong blogs typically include:
- A primary keyword focus
- Supporting related terms woven naturally throughout
- Clear headings and subheadings (which Google uses to understand structure)
- Straightforward explanations written for non-experts
- Links to relevant internal pages (services, contact, related blogs)
This helps search engines understand what the page is about — and helps readers trust what they’re reading.
General, educational topics are not boring. They’re searchable. And searchable content is what brings new people to your site.
Think Seasonally — And Think Ahead (This Is Where Many Blogs Fall Short)
Another key blogging strategy is preemptive content.
Search engines need time to discover, index, and rank your content — sometimes weeks or even months depending on competition and authority. That means you should write seasonal blogs before the season arrives.
For example:
- Write about landscaping season in February, not March
- Publish summer travel or home improvement content in early spring
- Post year-end financial planning articles well before December
By the time people start actively searching, your blog already has a head start.
Blogs Build Trust and Authority Before the First Conversation
When someone lands on your website from a blog, something important happens: they’re learning from you.
You’re no longer just a company making claims — you’re a knowledgeable resource. That credibility matters.
Blogs help differentiate your business from competitors who rely solely on ads or generic website copy. Over time, they also contribute to domain authority, which makes all of your website pages more likely to rank — not just the blogs themselves. They show depth, expertise, and a willingness to educate — which builds trust long before a form is filled out or a call is made.
So… Why Are You Reading This? (Proof the Strategy Works)
Here’s the full-circle moment:
You didn’t come to our website because you were searching for our blog. You came here because you were interested in understanding why blogs matter — and this article helped answer that question.
That’s exactly how blogging is supposed to work.
If you’d like help developing keyword-driven blog topics, mapping content to search intent, planning seasonal content in advance, or turning your expertise into SEO-driven articles that actually get found — that’s what we do at Mindz Eye Marketing.
Connect with us – we’ll help you turn content into customers.