Search engine optimization (SEO) is what drives the bots from the search engines to your blog and/or your web site. SEO is the tool that gets, and keeps, the bots checking out your blog every few days to see what is new.
SEO puts all of the most important information out there where the search engines can find it and determine your rankings in the search engine results. As we all know, the higher your ranking, the more likely people are to visit your site; not very many people are going to go through pages and pages of search results checking out each one. It is not uncommon to get many millions of hits from a single search and no one has the time–or the interest–to comb through even a small portion of that many sites.
Most people will usually visit only the sites they find on the first page of the search results, so it is important to be as close to number one on the rankings as possible! Bots are always looking for the ‘latest and greatest’ in terms of new content; the more often you can post new content to your blog, the more often the bots will be crawling all over your site and, usually, the higher you will rank!
The very act of blogging on a regular basis, usually once a day or at least several times a week, gives the search engine bots new ‘food for thought.’ The more often they can get new information from your site, the higher you will rise in the all-important rankings. Since blogging usually lets you, your personality, your viewpoints, and your thoughts come through, they often have a high readership and retention rate, far better than just static, unchanging web text does.
And people will come back more often to a website that has a constantly changing blog than to a site that’s made up strictly of static pages. Those static pages don’t change often (the definition of static means not changing!), if at all, during a year’s time so the search engine bots have no ‘latest and greatest’ to focus on.
For one thing, blogs make a site more interesting to visit; the blogger usually has something to say that people are interested in reading and learning. So, if you blog on a site about photography, you will have both budding and experienced shutterbugs coming back to your site to read your latest post about new equipment, old and new techniques, and different happenings in the world of photography. And the more visits a site gets, the higher their rankings in the search engines tend to be.
Again, it’s the SEO that often catches the reader attention in the first place and prompts them to visit your site for the first or the fiftieth time. It’s the fresh content that the search engine bots want that helps you move up in the rankings, attract more visitors, and start the whole process over again.
Blogging also gives your site more keywords for searchers to hit on, and they are constantly being added to as you continue to write. So the combination of new material and new keywords both help to increase your visibility and visitors and help you move up the all-important search engine rankings.