The Importance of Business Blogging

Posted on 29. Dec, 2009 by Pete Hollier in Search Optimization, Social Media

Business Blogging: More important than ever

If your business has not been actively Blogging, the recent and upcoming changes at Google indicate this is now the time to seriously consider implementing a Blog for your business.

The Search Algorithm

In the past the two primary principles of Google’s Search Algorithm have been Web Site Authority, which is primarily based on the number of inbound links to a web site, and the number of years the web site’s Domain has been registered.

The other part of the Google equation has traditionally been the Relevancy of the content to a Searcher’s request, which is determined by matching and integrating key words which Searchers are likely to use in their search query.

Although these principles are firmly imbedded in Google’s algorithm and are unlikely to change in the near future, the Algorithm is constantly evolving, and with this evolution should come change in how web site owners mange their web site performance and content creation.

The Changes

Google has modified their search algothrim to enable Search Engine users to receive Real Time content updates in the primary search results which include; Blog Updates, Micro Blogging (Tweets/Facebook) and the latest news items.

In the very near future Google will be integrating additional ranking criteria into their Search Algorithm under the name of Google Caffeine, which is obviously meant to provide faster more hyped up search results.

One aspect of the Algorithm which has come to light is the fact that web pages which have been relying on antiquated content to achieve Search Engine visibility will no longer enjoy the results they have in the past. The freshness of relevant content is likely to be given greater importance within the updated Search Algorithm.

Why These Change Make Blogging Important

These recent and upcoming changes are highly focused on fresh relevant content, developing and publishing fresh relevant content is one of the primary advantages of Blogging.

By utilizing Keyword Research to determine the words and phrases being used by Searchers to find the products and services your business provides, and integrating these terms into content will improve the ability of your business to achieve visibility in the Search Engine Results Pages (SERPs) under the new criteria for freshness and relevancy.

Where the new Search Engine criteria really benefits Business Bloggers, is the ability to create fresh relevant content which utilizes high volume keywords which in the past have often been out of reach of smaller or new web sites and therefore, lack the required Domain Authority and inbound links which older more established web site have obtained.

Although the length of time a Blog Post remains in the spot light is likely to be determined by the popularity of the term, and how often others utilize the phrase in Blogs and other Social Media Tools, the use of high volume keywords and phrases has the potential to drive additional targeted traffic to the web site.

SEO no longer takes time to become affective

So often it has been stated the affects of Search Engine Optimization take time to be beneficial however, the updated Search Engine criteria ensures a Blog post will be picked up quickly by the Search Engines. I have recently seen Blog Posts indexed by Search Engines in under a hour. Although Blogs have historically performed well in Search, the updated Algorithm is a vast improvement on past results.

The Last Word

The latest and future changes to Google’s Search Algorithm will definitely be advantageous to the Business Blogger, however it must be remembered that these are not the only benefits Blogging provides for businesses.

Blogs provide the ability to connect with clients on a less formal basis, one of the primary drivers of Social Media. In addition to this Blogs are also very useful from a traditional Search Optimization perspective, the ability to write on various topics related to the business is an ideal method to increase the number of potential linking partners and therefore build the web site Authority factor over time.

Yes 2010 will be the year to implement the Business Blog.

Written by: pete@seowizardry.ca a Search Engine Optimization Consultant

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