Essential to Have a Blog to Rank Well?

[Kingalan1]

I have noticed that several competitors that rank very well rarely update their blogs, www.42floors.com for instance.

We are redesigning our commercial real estate Wordpress website in the hopes of improving traffic, ranking and conversions.

How critical is it to invest resources on creating and categorizing blog posts? Is frequently updating a blog post less necessary in late 2018?

Curious to hear how much effort we should take to create new blog content and whether or not it will assist us in a competitive niche.

Thanks,

Alan

[GastonRiera]

Hi there!

In my personal and professional opinion, either have a blog or you dont. If you have, you must destine the resources needed and be part of the strategy. Having a content site just for the sake of having it is useless and can tell users that you dont care and/or that you are lazy with other parts of your products/services.

There is no experiment (to my knowledge) that proves the need of a blog to rank well in the principal keywords.
Usually, blogs or content sites are a part in a big content strategy, where you can target other more semantic and/or answer questions about your products. I'd like to think it as you are creating a conversion funnel, where blog posts, content in other sites or any content is somewhat convincing users about your products/services.
Having a correctly structured content site (or blog) could help somehow through internal linking to express more clearly the anchor/keyword intent for some specific pages. Also, always consider that if you can attract users a little interested in some of your products, you are getting a share of visibility that you didnt have without the content site.

Hope it helps.
Best luck.
GR