SEM: Competitive on a Budget
Make It Easy to Publish and Promote New Content
Most business Web sites are maintained through a content management system, administered by an outside Web design agency or for larger organizations, updated by in-house IT staff. There can be difficulties with all three scenarios when it comes to adding optimized content. One of the easiest ways to publish and promote search engine-friendly content is through blog software. Tools like Blogger.com or WordPress.org offer free methods for marketers to add keyword-rich, useful information to their sites.
Blog software can be used to publish a wide variety of content types, such as: company news, industry insight, product announcements, press release or newsletter archives, customer testimonials, user-contributed content, surveys, and lists of resources or how-to tips.
Each post made to a blog creates a new Web page that can serve as another “hook in the water” for both search engines and consumers. Blogs archive entries chronologically but also can do so by category. Categories named with keywords in mind do better in the search engine rankings.
One “secret weapon” of blogs is the RSS feed. An RSS feed makes the blog content subscribable with Internet Explorer, Firefox or an RSS reader. The RSS feed also enables inclusion into blog and RSS search engines like Google Blog Search.
When the blog is part of the main Web site URL, such as mycompany.com/blog/, then any sites linking to the blog also will benefit the main Web site. More links can mean more traffic and better rankings in search engines.
Adding a blog to a company Web site can provide substantial value for better search engine visibility. At the same time, the blog must be in-line with strategic marketing objectives. Whether it’s viewed as a less formal method of communicating with prospects and clients or a media relations channel, a blog’s long-term usefulness lies with the ability of the content published to meet the information consumption needs of its readers.