We know that search engines like blogs. But how does this relate to your company and getting found in search? Corporate blogs help you get found through organic search. That happens by targeting a broad spectrum of keyword phrases related to your business and related to what your prospects are searching for. With blogs you're able to cast a super large net of keywords. The larger the net, the better the chance to catch a prospect and get found! Read this research to learn about corporate blogging and the impact it can have on your organization.
Ask yourself the
following questions:
Do you want to drive demand for your organization's product or services?
Do you want to start personal relationships with prospective customers?
Do you want to acquire more customers?
If you answered "yes" to any of these goals,
keep reading.
2 | Considering corporate blogging?The answer is:
Getting found online.
As a marketer, you need to be waiving your arms with the solution to the prob-lems prospects are searching for.
According to the Pew American Internet Study, search is now tied with email as the number one online activity. 91% of Internet users search regularly.
What does this mean for marketers? It means that a significant key to your success is being found when someone is searching across a wide spectrum of keyword phrases that are relevant to your business.
Not only is getting found online huge for your business, it is important for searchers to be re-warded in their search experience by finding what they are looking for... YOU.
3 | Considering corporate blogging?Traditionally, there have been two
ways for marketers to get found online:
Search engine optimization PPC (pay per click), or
(SEO) for a corporate website. bidding on keywords. Getting found through SEO is ideal On average, marketers tar-
because it's 24/7 free placement. Not get over 1,000 terms through
only that, it's estimated that nearly PPC. This creates a variety of
99 out of 100 clicks take place in this paths a searcher can take to
area of the search engine results page find your organization.
(MarketingSherpa Search Engine Op-
timization Guide, 2008). This area is
also called Organic Search.
4 | Considering corporate blogging?Both traditional
SEO and PPC have
limitations.
The huge problem with SEO for a corporate website is its narrowness in scope. A typical website with "good SEO" will usually show up for a dozen or so keyword terms.
And remember, you want to be found on as many keyword phrases as possible that are related to your organization.
Lack of specificity, lack of fresh content, and lack of inbound links all play a role here. Even with a major redesign, most cor-porate websites will drive the majority of their traffic through searches that require the visitor to have knowledge of the com-pany's name or brand.
On the other hand, the major problem with PPC is the lack of activity happening in the organic area of a search engine results page. With only 1 out of 100 clicks estimat-ed to take place in the PPC area, it gener-ates significantly less traffic than SEO.
5 | Considering corporate blogging?How do you combine
SEO and PPC strategies
and get found as
often as possible?
There are three important factors to
consider when solving this challenge:
It is ideal to appear in the organic results because the vast majority of action takes place there.
It's in your best interest to cast a wide net and tar-get as many keywords as possible. A broad list of terms gives a searcher several ways to find you.
You must deliver on the things that both a search
engine and searcher are looking for: fresh, fre-
quently updated, and highly relevant content
that fulfills the searcher's needs or problem.
6 | Considering corporate blogging?Blogs are the solution.
And, here's why: Blogs are content-rich, specific, relevant, and personal - all of the qualities a search engine is looking for when determining which results to deliver in organic search.
By nature, blogs have more of the positive variables that search engines are looking for when compared to a website.
7| Considering corporate blogging?Cast your net with
blogs and get found.
Ok, we know that search engines like blogs. But how does this relate to your company and getting found in search?
Blogs help you get found through organic search. That happens by targeting a broad spectrum of keyword phrases related to your business and related to what your prospects are searching for.
With blogs you're able to cast a super large net of keywords. The larger the ... [download for more]
