One metaphor to help you understand how it can work is to think of each blog post as a fish hook in the water. More hooks = more fish.
In your case, the “bait” is content to help someone solve a real world problem.
In the real world, generally, we search for things in this order:
- Problem-aware phrases. At this time we know we have a problem, but not what possible solutions yet exist much less what brand or company to buy from. Example phrases you’d write from might include “How to naturally cure a headache”, or “what’s eating my avacado tree”, or “how to make veggie burgers”. Whatever it is, you’re searching for a problem. To go back to the fishing analogy, getting phrases like this ranked is like fishing upstream of everyone else. It’s often easier to rank, less competition, and more search traffic than brand-aware phrases.
- Solution-aware phrases. At this point, you get clear there is a solution, but haven’t yet decided whom to buy from. Examples include “Acetaminophen” (active ingredient in Tylenol (R)), “Avocado tree pesticides”, and “veggie burger recipes”. When searchers are on this step, this is when they notice brands appearing over and over again and thus get a sense for who is the market leader. This is also the most competitive area to rank for.
- Brand-aware phrases. After seeing a brand or provider several times, the searcher becomes aware of a specific product or provder, and then might search for things like “Tylenol closest to me” or “24 hour drug stores” or “avocado pesticide prices” or “quinoa cook time” (where quinoa is a common ingredient in veggie burgers).