There are many great reasons for businesses to blog but one clearly stands out, increasing your keyword rankings and growing your organic search traffic.

via How to Use a Blog to Increase Organic Traffic.

Both on-page and off-page factors are important in building traffic from search engines.  Obviously there’s more you can do immediately about on page factors. Here HubSpot discusses how to optimize blog posts for keywords for which you’d like to rank well.  Selection is important, because you don’t want keywords that are overly competitive, but neither do you want keywords no one will search for.  The route advocated here is to think “long tail” and grow a large set of optimized pages that slowly bring in traffic.