How to fix your blog to boost SEO
Algorithms shift. Trends go viral. How on earth are we supposed to keep up with all the marketing BS, let alone run a successful business? Welcome to the relentless world of marketing your business online.
But here’s the hard truth.
Whether you’re a marketing manager working for a healthcare brand or a founder in charge of a small lifestyle business, there is simply no escaping it: publishing effective, engaging and (most importantly) consistent content is a no-brainer.
It’s the only way your people are going to find you, learn about what you do, be inspired by your mission, engage with your brand and ultimately spend money with you.
We know: publishing long-form content is time-consuming (the average blog post takes just under four hours to write). It’s not easy. We get it.
As the lovely Tan, founder of healthy snack brand NOSH, told us recently:
“Who wants to read yet another blog by yet another female founder? I mean how many times can I talk about flavour combinations and ingredients?”
She has a point. But trust us, your blog is the answer. In this article, we’re going to show you why you absolutely need to invest in your blog in 2025.
Maybe you’ve got a blog section on your website that resembles a dusty, forgotten attic, filled with cobwebs and old ideas. Maybe you’re already writing a blog (well done you) but it’s not working for you. Or maybe the brand you work for has tasked you with boosting SEO and you’re wondering how the hell to fix the company blog so that people actually read it.
Let’s dive into the juicy details.
Your blog: your own home in a rented digital world
This bit is important: social media platforms are borrowed spaces. A single algorithm change can instantly erase your hard-earned reach. But your website, your emails and especially your blog? These are yours. Forever. And that’s pretty huge.
No external control, no sudden shifts masterminded by tech bros. Just your platform, your voice and a warmed-up audience ready for whatever it is you’re selling.
That’s because when people land on your blog, they’re already searching for the thing that you do or the product you sell. Maybe you’ve Googled “how to write a blog that boosts SEO” and found this article. Hopefully we’re going to show you we know our shit.
This autonomy is particularly important for healthcare, wellness and lifestyle brands, because those sectors are busy and there’s a lot of content to compete with. So if you’re looking to develop your brand identity, demonstrate your expertise, build trust, start conversations, connect with your customers and (let’s not forget) improve your SEO, then a beautifully researched, evidence-based and anecdotal, story-led article is going to be a powerful tool in your marketing toolbox. This is why blogging for business is so crucial.
Our take? Your blog is an asset that should become the foundation of all your marketing efforts.
Your blog is a dynamic platform that keeps your audience engaged, establishes your authority, gives you a voice without fighting for attention in a chaotic social feed and ultimately drives sales.
The numbers don’t lie
If you’re still wondering if blogging is worth it, let’s take a look at the stats.
Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog (DemandMetric). That’s not a typo. Imagine the impact that could have on your business.
Brands that prioritise blogging see 13 times more ROI than brands that don’t (OptiMonster).
Websites with active blogs have 434% more indexed pages and 97% more inbound links than those without (BKA Content). We’ll explain what indexed pages and inbound links are further down, but in a nutshell, both of these things lead to better visibility in search results.
Here’s a juicy case in point. We wrote a blog for Pish-Posh Baby, a high-end US baby gear retailer, via our client Swanky Agency. The article? Your Comprehensive Guide to Baby Strollers: Where to Begin – a soft, supportive, genuinely helpful piece designed to inform, not overwhelm.
Then Swanky’s senior SEO and content manager, Anna Giles, told us something wild: one email linking to that blog pulled in $8K in just six days. Why? Because the article didn’t scream “sales pitch”. It built trust. It positioned Pish-Posh as a calm, confident authority in a noisy, high-stress parenting market. That trust translated into results – a 38% average email open rate, improved brand perception and, crucially, more sales.
Your blog isn’t just a vanity project or a safe space for you to ramble on (check out Substack if that’s your vibe).
No, your blog is a dynamic platform that keeps your audience engaged, establishes your authority, gives you a voice without fighting for attention in a chaotic social feed and ultimately drives sales.
How does blogging boost SEO?
It’s not a dark art; it’s strategy. Blogging boosts SEO by consistently providing Google and other search engines with fresh, relevant and authoritative content. Let’s explain the marketing jargon:
Organic click-through rate
An organic click-through rate (CTR) is a metric in digital marketing that measures the percentage of users who click on a search engine result when it appears in search results. It indicates how appealing and relevant your site appears to users based on the search query they entered.
This is the clever bit: your blog page (which is inherently designed for ongoing content creation and to address specific queries) allows you to create relevant content for a wider range of keywords than a normal web page, improving your organic clicks. People search for many reasons – informational, navigational and transactional. A well-crafted blog can answer them all.
Index coverage
Imagine Google as a gigantic library of every page on the internet. For Google to show your page in search results, it first has to know about it and “put it on the shelf” in its library. That’s what “indexing” means.
If your website has an active blog, it means Google finds and shelves over four times as many of your website’s pages compared to a website that doesn't have a blog.
More pages in the library means more chances for people to find you when they search. Note: this takes time… SEO takes six to 12 months to show results, so be patient and consistent.
Backlinks or inbound links
An “inbound link” is simply when another website puts a link on their page that points to your website. Think of it as a recommendation or a “vote” for your content. These “votes” tell Google that your content is valuable, trustworthy and worth showing higher up in search results.
Educational and highly informative blog posts naturally attract more quality backlinks. What’s more, if your website has an active blog, it means other websites are linking to it almost twice as often as they would a website without a blog.
Internal links
Blogging creates a wealth of opportunities for internal linking between other pages on your website. By connecting your blogs by themes or content pillars (we call them narrative threads), you create a “tapestry” of content that strengthens your authority in your niche and helps search engines understand the structure of your site.
This also keeps readers on your site longer, exploring related content. Like this… >>We go deep on our “content tapestry” approach in this blog, for instance. See what we did there? ;-)
Outbound links
High-quality outbound links are like your blog’s well-read friends – they point to credible, trustworthy sources that back up your claims. Think peer-reviewed studies, respected publications or top-tier industry voices. Why do you need them? Because they build your authority, boost your SEO and show your readers (and Google) that you’ve done your homework.
How to keep your blog page fresh
At Salt & Sage, we like to think of your blog as a well-curated wardrobe – each piece serving a purpose: some tried-and-true, others ready for a refresh and a few experimental gems.
Here’s how to apply this thinking to your blog for maximum SEO impact:
1. The little black dress (trusty pieces)
These are your high-performing blogs that consistently drive traffic and engagement. They’re the evergreen content your audience keeps coming back to. Keep these polished and relevant with regular updates and internal links to newer, related content. They’re your foundation.
2. Old favourites (needs a refresh)
Identify older blogs that are still relevant but need optimising. This means:
Updating statistics and facts: ensure all data is current.
Adding fresh insights: what new developments have occurred in your niche since you first published?
Improving readability: break up long paragraphs, use headings and subheadings generously and incorporate bullet points.
Optimising visuals: ensure images are high-quality, relevant and have descriptive alt text for accessibility and SEO.
3. New trends (experimental pieces)
Test new blog topics and formats to see what resonates. This is where you can explore emerging trends in your sector, whether it’s sustainable beauty, mindful travel or innovative health tech. Don’t be afraid to experiment with:
“How-to” guides: solving specific problems for your audience.
Listicles: easy to digest and share, and often perform well. (Many business bloggers argue that listicles are the most popular blog post format, according to HubSpot).
Thought leadership pieces: owning the conversation within your niche by showcasing your unique insights.
Nine practical tips to fix your blog today
Ready to roll up your sleeves and get to work? Here are nine actionable tips to help you fix your blog to boost SEO:
Know your audience: before you write a single word, define your target audience. What’s the transformation they’re looking for? What words and phrases are they putting into Google and how can your blog provide the answers? This insight will guide your content and ensure it resonates on a personal level. Our Mini BRAND ESSENCE DIY workbook can help you with this.
Make your blog the Wikipedia of your world: pack it with useful, relevant info about working with you, as well as the bigger picture your audience cares about. We’re copywriters, but we often write about women in business and the impact of AI – because great content serves your people, not just your offer.
Be clever with your keywords: don’t over stuff your blog with keywords, it will show and it will put people off. Try and use keywords that are searched for but not oversaturated. Long-tail keywords (three words or more) often outperform shorter ones and are less competitive. Remember to keep your keywords updated, as search intent can shift.
Craft a clever headline: this is your hook, the powerful words by which your blog lives or dies. Use data, ask questions or lead with curiosity. A compelling title heavily influences click-through rates.
Prioritise readability and formatting:
Break up long text walls into short, digestible paragraphs (3-4 sentences).
Use clear headings and subheadings (H1, H2, H3 etc.) to organise your content and make it scannable.
Incorporate bulleted lists and numbered lists to present information clearly.
Visuals are non-negotiable: include high-quality, relevant images and videos and always include descriptive alt text for SEO and accessibility. Original visuals, such as infographics, perform best.
Don’t forget the call-to-action (CTA): every blog post should have a clear, relevant CTA. What’s the next step you want your reader to take? Subscribe to a newsletter? Download an e-book? Read another related blog?
Quality over quantity: while longer posts tend to rank better (the average blog post is 1,400 words, according to Orbit Media), don’t sacrifice quality for word count. Focus on comprehensive, valuable content. Posts with fewer than 300 words often fly under the radar, so aim for a baseline of 500 words or more.
Be consistent (and patient): SEO takes time. Expect to see results in 6-12 months. Consistency in publishing new, high-quality content is crucial for sustained growth.
Ready to own your story?
At Salt & Sage, we write strategic, story-led content that establishes you as a thought leader in your field. For healthcare, wellness and lifestyle brands – from sustainable beauty to coastal design to luxury travel – we ensure every word lands with intent.
We’re your antidote to bland, AI-generated noise: together, we’ll write stories that supercharge your SEO. It’s time to own your content.
>>Our S&S Storyteller Bundle is your all-in-one solution for consistent, high-quality content creation in the health and lifestyle niche.
