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Newbies to Blogging - Unleash the Power!
By - Rebecca Appleton
A web
phenomenon, search marketers are switching onto the power of blogs and
increasingly including them in their search engine optimization strategy. As an
online journal, blogs are powerful marketing tools and can be leveraged for SEO
purposes in a number of ways. They are a more informal medium than many web site
marketing tools and as such, reach the target audience in a number of different
ways.
1. Build
Links
While blogs
started out as personal online diaries of individuals, they were quickly adapted
to the corporate world. Now, many major corporations and smaller companies
working with a lower marketing budget have adopted the blog. Finding an easy
alliance between an informal chat and a corporate sales pitch, the blog allows
web site publishers to interact with the web user in a way that was previously
unsustainable.
From a
marketing viewpoint, a good company blog gives the reader an insight into the
mechanics of the company. It goes behind the scenes and engages readers to
comment and interact by providing an honest, open space for communication. In
the midst of this dialogue, events such as new product launches, appearances at
trade shows, new staff hires and the inauguration of new business premises make
good blog postings. Company takes on business headlines and calls for consumer
feedback are all good blog fodder. With so much diverse content so related to
the company and its operations, strategic links can also be included. As the
publisher, the blogger selects when and how to link to other pages, creating an
attractive tool within the search engine optimization process.
Links placed
within a blog are picked up by search engines and contribute to the web site's
ranking in returned search results. A good blog sending relevant traffic to the
web site will make a significant contribution to search engine optimization
success. Blogs which have something interesting to say will also find other web
sites linking back to the original post, a situation which will see link numbers
thrive.
2. Drive
Traffic To Your Web Site
Even though
you may already have covered much of the ground included in the company blog on
the main web site, a well-thought out blog can give web traffic levels a real
boost. Just as a second shop will attract clientele not previously tempted to
venture into the original retail outlet, a blog will attract web users who have
not yet visited your web site. This new traffic and potential sale opportunity
can be redirected through the blog to the main web site using marketing
techniques such as special offers and blog promotions.
To harness
this web traffic for better search engine optimization performance, strategic
anchor text and deep linking to secondary pages within the main web site will
push the company name through the search engine rankings.
3. Build Your
Credibility (Also Known As Another Way To Build Links)
After dinner
speakers find themselves in demand because they are a knowledge source of
comment and opinion. They educate and provoke thought because they are well-read
and keep on top of developments in their industry. These are exactly the same
functions a well-written, updated and well-thought out blog can perform.
Regularly added content, user surveys and measured, intelligent response to
industry news and product development will underpin company credibility. The
blog poster will also develop a reputation and a knowledgeable reliable source,
making other web sites and blogs more likely to link back to those on topic
postings. These third party links will again help with the search engine
optimization process. Aside from the obvious SEO benefits, this seal of approval
will also help to drive sales and traffic.
--------------------------------------------------------------
About The
Author:
Rebecca
Appleton is head of the search engine
optimisation department at Top Position, a Google-certified company offering
PPC and SEO services.
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