Although it is a bit ironic to write a blog about blogs, I could not refrain in this case. Many of my clients have really started to take notice of blogs, have incorporated one onto their site, or are very interested in doing so.
Let’s start with the basic definition of a blog, for those of you who are afraid to ask! Blogs, (short for web log) are defined by wikipedia as a website where entries are written in chronological order and displayed in reverse chronological order. My 92 year old Grandma actually called me the other day, wanting to know what a blog was! I was shocked that she knew enough to even ask, which prompted me to inquire where she had heard the term. She recently read an article in the Sun Sentinel, which made mention that a 7 night Carnival Cruise had been specifically created for readers of their blog, which was started by a cruise director and contains advice to future passengers, amongst other cruise related topics. Their blog has become increasingly popular, and has received over 200,000 visits in less than 3 months! Click here to view full article.
Blogs have fresh and regular content on them, which Engines love when crawling, as this helps to improve organic (free) results in the search engines, as well. The Blog can either be placed on your website or hosted offsite by a blog software host. In most instances it is preferred that the blog be placed within your domain to achieve the best results possible.
If you have not yet started a blog, you definitely should! It is just another effective way of communicating with your clients, customers and/or prospects, and is an excellent branding tool, as well.
If you are a B2B business, this engine is exactly for you! Business.com was founded in 1999 and serves over 25 million US businesses and advertisers looking for them. It is a directory that has a network of partnership sites like Forbes.com, Businessweek.com Entrepreneur, Allbusiness, Hoovers, Globalspec, and more. In October 2006, Business.com launched Work.com, a social-media community site that is targeted to executives, business owners, and entrepreneurs. The site offers “how to” guides — in the form of user-generated content — to a variety of challenges, issues, and opportunities. It covers a variety of topics from how to start your own business to management styles and techniques. All the content and articles are written by business executives and experts ready to share their knowledge in their fields. Business.com currently has 6 million unique visitors every month and 30 million monthly unique visitors to their network partners.
When you submit your site to Business.com you should expect about 20% the traffic you would normally get from Google, only this traffic is 80% more likely to be c-level executives and 40% more likely to be business purchasers or decision makers. Also, your average searchers are two times more likely to start their own business in the next year. So when submitting a listing to Business.com you reach a more qualified, educated audience looking exactly for your product/service. Business.com is user friendly, has a clean easy-to-understand interface, and offers “multi-linking,” which is an option that allows you to add links to up to 5 pages on your site in one listing. If you are a Business owner, looking for more sources of qualified traffic, Business.com is the right choice for you!
Amazingly, many companies think they are so well known that they don’t require any form of search marketing. They have a marketing department and a website and a significant budget, but don’t think they need to be competitive online. I would argue differently.
Case in point: Last year I spoke with a major player in the field of Treasury Management Software Solutions. Their webmaster realized that there was SEO work that they needed and they did not have the ability or expertise to handle in house. Great: Tech is onboard. When we brought in the marketing side of the house, it was a different story. The response I received to online marketing was “All of our prospective clients know all about our capabilities and about our company.” Even after seeing search data on very descriptive terms that were related to their business; they were still not convinced that any financial institution would look online for information to help them meet a critical need. I was even told that they only have maybe 100 or so prospective clients because their product was so expensive.
Maybe I’m a poor salesperson, but sometimes you can’t break the mold of old thinking. When a company with a multi-million dollar product can’t see the benefit of being in front of 3,000 searchers every month who are looking for their service, I’m not sure how to react. Especially since one sale would pay for their optimization efforts many times over.
What’s interesting is that now their competitors are catching on. Today there are 3 relevant ads displayed alongside some of their core keywords while 6 months ago there were none.