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01.26.10 How Blogs Can Affect SEO  By
Lee Odden Recently I posted a series of informal poll questions about blog SEO on Twitter to gain insights and feedback which were leveraged to construct a more in-depth survey. I used the longer survey to collect information on how companies are using blogs for search engine optimization purposes and what kind of impact those efforts have. Essentially, I wanted to get opinions on and answers to: "Are blogs still important for SEO and why?". The topic of business blogging and search engine optimization as distinct and synergistic tactics have been explored here many times. A large number of companies are familiar with the process of starting a blog, but few have experienced the challenges of maintaining and growing a blog for more than a year. Understanding long term benefits is key to sustainable business blogging. Part of the goal was to tap into a variety of experience levels with this survey and capture insight into the SEO impact blogging. Participants were solicited here, on social networks and vial email that blog. Here's a simple breakdown of the 326 survey respondents: • 28% Internal Corporate: Advertising, Marketing or PR • 42% Agency: Advertising, PR, Search Marketing, Social Media, Marketing • 30% Independent Consultant or Small Biz CEO One of the biggest questions we were looking to get insight on was the degree to which marketers are using blogs as a SEO asset. 95% of survey respondents indicated that they do incorporate blogs as part of their search engine optimization efforts While the majority of respondents indicated SEO as a benefit to blogging, several comments indicated that there are resource issues: "We did but resources became an issue. Will be bringing it back in 2010." And that the applicable use of blogging for SEO outcomes depends on the market: "Sometimes… depends on client and market and product/service".
Blogs at the most basic level are straightforward or "easy" to start. But the real question is whether they deliver on the SEO promise so many blog marketers make. Our survey results show that 87.4% of respondents "successfully increased measurable SEO objectives as a direct result of blogging". Savvy SEO practioners made comments like, "Absolutely. In fact, we make sure to create a small, quality cluster of blogs on different platforms and Class C IP's to support their communications initiatives." Of the 12.6% that didn't find measurable SEO results from blogging, comments like "starting to but since we don't post comments from readers on our blog I think we stall any momentum that we are generating from our posts" and "Site owners are not able to follow through on keeping up with their blog." provided insight as to possible reasons why. Continue reading this article. About the Author: Lee Odden is CEO of TopRank Online Marketing, a digital marketing and public relations firm in Minnesota that specializes in search, social and online PR consulting and training for companies worldwide. Odden has been cited for his internet marketing expertise over the past 10 years by the Economist, Forbes and U.S. News and contributed a chapter to the book, "Online Marketing Heroes" published by Wiley. For the past 5 years he has also been the editor of TopRank's Online Marketing Blog, a Technorati 100 favorite blog and one of the top marketing blogs according to Advertising Age. |
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