Study Shows Blogs Appear Most Often in Top Google Positions

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Study Shows Blogs Appear Most Often in Top Google Positions

In 2024, leveraging Google as a marketing platform is essential for every business. However, it is crucial that every business publishes content that not only enhances the brand, but also delivers tangible rewards.While video content has become quite popular in recent years, written content still remains supreme. 

The recent few years have seen increased hype on video content in terms of visibility and ranking. However, recent studies show that written content remains on top. 

Why It Matters

Studies have shown that blogs make up five percent of the top Google positions in search results. This is important  as a marketer because you only want to invest in a strategy and content that guarantees the best results. Given the findings, it is recommended to prioritize blogs while leveraging other types of content. 

Focus on Quality 

According to data from BrightEdge, one of the companies conducting the studies, 19 percent of the pages that appear on the first 10 positions in the SERPs are blogs. 

“Blogging itself may not deliver the results you hope to see. You have to work on the quality and your content’s usefulness to users. Remember, the study was conducted in August 2023, way before the September useful content update and the 2024 core update by Google, which have since brought massive changes in how Google ranks content,” says attorney Seth Price, a Washington, DC-based digital marketing consultant.

Artificial intelligence (AI) has made content creation easy, but you cannot rely on it alone as a marketer. It can help your research, but you will need human creativity expertise and a special skill set to set the tone and the voice you want your brand to project. Google tracks users’ interactions with your content and uses metrics such as bounce rates to determine its usefulness. You can solve this problem by improving the quality of the content you publish.

What the Numbers Suggest

The findings were based on a dataset of 10,000 keywords tailored to mimic different user intents across multiple fields, such as retail software, higher education, banking insurance, travel and hospitality, and manufacturing. 

Contrary to the belief that video-based content is taking over, a good chunk of Google users still prefer reading, with at least 54 percent of users reading a blog post at least once every week. 

Other types of content have also left their mark on the SERPs, with the closest competitor being general and product pages at 16 percent. Top-level pages and internal search results, both at 14 percent, were in third and fourth positions. Articles comprised 12 percent, Wikipedia and similar pages comprised 9 percent, and videos comprised 7 percent.  Local listings and reviews took five and four percent, respectively. 

What It Means to Your Content Creation Strategy

One reason why users prefer reading is the ability to scan through the content. In most cases, users will go through the content of a blog by looking over it to determine if it contains the information they are looking for, which is not possible with video. 

As a marketer, you must increase your reach by diversifying content creation. However, if you only have the resources for one, it’s best to focus on blogs. 

Creating quality and helpful content takes time, and juggling between running a business and content creation may not be feasible. Your best chance of getting the results you hope to achieve is by seeking the services of experienced digital marketing agencies.