Search Engine
Pay Per Click (PPC)
SEO & eMarketing
Web Design &
Factor: Age
Spam sites come and go – but trust is built by the search engines over time. When it comes to ranking well in the search engines, older is better. A typical corporate site probably has content removed and replaced on a regular basis, but the chronological nature of blog content means that you are building upon content rather than erasing it. And guess what? That old content has value.
Factor: Recency & Frequency
In addition to the age of a site, search engines also take the recency and frequency of new content into consideration. Building content takes time, and that commitment reflects an interest to the search engine that is rewarded. Recency is a term that relates to how recently the site has been updated. All things being equal, the more recently updated site gets the advantage. Frequency is simply how often the site is updated. And the very nature of corporate blogging means that content will be added frequently, which reflects well for the search engines.
Factor: Specificity
Focus is rewarded by the search engines, meaning that keeping your content on topic can build authority for your blogs. One great advantage of letting several people within your organization contribute to corporate blogs is that you will be generating a significant amount of content on various topics related to your business. Channeling that content into several narrowly focused blogs can impact search engine optimization across a large number of category-specific keywords.
Conclusion
Blogging is naturally conducive to great search engine optimization. There are no tricks or games: the search engines set the rules. They rank blogs well because blogs follow the guidelines of what they are looking for and consider valuable to searchers. The key for the organization considering a corporate blogging strategy is to find tools that enable them to empower and control employees and other constituents in order to create content through blogging; and at the same time, organize that content to the best benefit of the organization.
