If your audience is small, you might feel the temptation not to blog because you feel that no one will read it anyway. Don’t give in. Not blogging is one way to ensure that your small audience stays small.
Blogging, even when you’re not breaking new ground, helps your site in terms of SEO. This is especially true if you create content that people want to link to.
Why does it help? For the following reasons.
First, blogging means more pages for your site. More pages means more internal links pointing to your homepage.
Internal links are great, but links from other sites are much better. When an article of yours gets shared on social media and gets linked to on other sites, then your page rankings really improve. It’s easier to generate links from interesting content than from your product pages. And the more links you can generate back to your site because of the content you create, the higher you’ll climb in the search engines.
Keeping a regular blog also signals that your site is being updated. Search engines track these changes. Each new page is a sign that your site is active. Google rewards that by ranking your site more highly.
Blogging also gives you the opportunity to rank for more key phrases because it gives you a way to create content around the keywords you’re targeting. Any product page you link to in your blog post will also benefit if someone links to your post. It isn’t just the fact that someone searching for what you write about will have a better chance of coming to your site. You’ll also give yourself the opportunity to create strong internal links with rich anchor text that link to your product pages.