Have you ever found yourself Googling something like “Why is my air conditioner making a weird noise,” only to find yourself three articles deep on weird noises air conditioners make published by a heating and cooling company located not even anywhere near your area? That is the power of a good blog post.

I know that adding to your workload is perhaps not ideal, but honestly, if you often find yourself wondering if you should add a blog post to your website, the work to reward ratio of blogging may just be enough to make it all worth the extra effort.

And while it may seem like your company isn’t one that needs a blog, no matter what your business’s niche is, there is something worth blogging about. Whether you are a construction company, medical practitioner, artist or anywhere in between, there’s no doubt that people are Googling questions in your niche that you, the expert, could be answering in a blog post.

But why? What’s the point of blogging and answering people’s questions for free?

Well, let’s go back to my opening question. Undoubtedly you have at some point found yourself Googling a question, recipe, place, etc, only to have ended up clicking on the first link or two that popped up without really caring about what the site name was that you clicked on, assuming that if it’s the “top link” it must be “the best source.” By the end of the article, you may have also found that the entire article was written as a pitch for you to buy their product(s) and really wasn’t all that knowledgeable about your topic of concern anyways. How did it get to the top spot on Google?

Well, the answer is easy. They had a great knowledge of how to create an SEO-worthy post.

Recently I was looking up if I should turn my air conditioner off while I went on vacation. The only answers I could really find for this particular question were written by air duct cleaners and installers who, for one, wrote a very biased blog post trying to convince me that I need to have my air ducts cleaned every year to make sure I wasn’t breathing in mold.

I mention this because their post did exactly what they intended, it sold me on the idea that “hey, I probably should get those looked at, maybe I’ll call them,” duly, giving them an extra pageview. For them, it was a win-win and all they had to do was post a well-written, keyworded article answering questions that people may ask. Even if someone read that article and didn’t end up calling them for service, they may have bookmarked that page to come back to later or shared it with someone else. There are endless reasons why even if the blogger’s post doesn’t make a direct sale, a pageview can still benefit them, be it through ads, shares, etc.

While the possibilities of how a blog page on your site may help your business in the long run are nearly endless, there is no denying that it takes time and effort to research and write a post that search engines will rank in their top few links (where it matters most). It’s possible, believe me, but it takes a comfortable knowledge of keywords, metadata, backlinking and SEO.

So, with that being said, to answer if you should add a blog page to your site, my recommendation is this: if you don’t have time to dedicate yourself to learning the insides and outs of those vital components –plus writing– then a blog page probably won’t benefit you much.

However, I always tell clients that a few quality blog posts are better than a large number of mediocre posts. If you can afford a periodical SEO blogger to take on the responsibilities of producing very high-quality posts for you a few times a month, that should be enough to make a massive difference in your organic reaches, and ultimately, sales.