Google appreciates “a site that is useful and rich in information, with pages that clearly and accurately describe the contents”. Blog articles, being insights into specific topics, often respond to these needs with obvious advantages in terms of positioning on search engines. The blog helps to generate more traffic, not only from a quantitative point of view, but above all from a qualitative point of view. People who come to the blog because they are attracted to an article are already highly interested in what the company has to say and propose. Therefore they can be more easily converted into customers.