Lee Odden

Blogs for SEO

In the past I’ve written tips about marketing business blogs with an emphasis on content, frequency and distribution. Just like with optimizing web sites for better search engine rankings, there’s an abundance of information and tips on how to use blogs for business.

As far as business blogs go, the two implementations that I see most often are blogs as a component of SEO or blogs as a public relations tool. Granted, this bias is a manifestation of the focus of my company’s blog consulting practice, but I think the insight into what’s been working can benefit any type of blog.

Blogs used as part of a search engine optimisation campaign are optimized very much in the same way a web site is. They can exist as a directory on the main company domain or more often, under a unique domain name. The blog template is optimized so keywords appear in all the right places. Posts occur frequently and include keywords in the post title, within the post copy, categories and tags.

Lead generation blog posts often include deep links into the company web site to send traffic and pass link popularity. For example, a client of ours is a fabric retailer. On their blog, they post about new fabrics, associate the fabric types or categories into current events and provide applications and how-to information. Within these posts, mentions of the products always link to the product information page on the main company web site. Doing so has increased traffic and rankings to the product pages tremendously. So much so, that the retailer hired a writer for the blog.

Blogs used for SEO also take advantage of linking in the way that an optimized web site would. The big mistake many blog owners make when trying to increase their search engine rankings is to not treat the blog like a web site. One of the most important competitive advantages for blogs is that they can be optimized for blog search engines like Technorati, Google Blog Search, Bloglines AND regular search engines like Google, Yahoo, MSN and Ask. A web site without a feed will not get into Google Blogsearch and therefore not realize that traffic.

Blogs offer a competitive advantage for any site optimization campaign and if you want to improve your site’s rankings, a well executed blog can be just the thing.

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Lee …. great point.

    Let me point out that this link you included on the post http://toprankblog.wpengine.com/blog-marketing.htm does not work.

    Another thing that I’d add is that … many companies start a blog … post 3-4 times and get tired of it. Then you see a blog that has the post that’s 2 years old. In my opinion this is a negative effect.

    Before any company decided to own a blog it should decide on what they’ll write about, how often, who will write it and so on.

  2. Thanks for the link heads up Igor – fixed.

    There’s no doubt that blogs are often left in the dust, but I have to say that if a blog is properly optimized, ranked and visited, the feedback in terms of sales or building thought leadership will motiviate the company to continue contributing to it.

    It’s like any marketing activity. If it’s productive, it will continue to receive the right attention.

  3. Lee — First time reader of your blog and just wanted to say I thought this post was fantastic. My partner and I decided yesterday that our blog on our company site was a lot of fun for our friends to read, but wasn’t doing anything to draw in business with SEO techniques or even word-of-mouth. We are looking to dramatically change the content and increase our posts. I plan to make this blog a daily stop.

  4. Thanks Brad, sometimes a little insight can go a long way. I hope this blog is useful to you.

  5. Thanks for the post; it really is much of help. For one, many bloggers really could not define what type of blog they are working on. I guess, with classification at hand, you’ll probably have a direction regarding the kind of contents for your blog.

  6. Blogs are a very effective means of internet marketing. However, I feel that, when creating a blog, it should be updated atleast every few days.

    As per a comment left by another visitor, I have also seen blogs with posts over 2 years old. I’ve also seen businesses post 2 or 3 times in their blog, and then stop, which is not good for business.

  7. That’s right Kurt – when you start a blog as a marketing tool, a commitment must be made or the blog should not be started at all.


  1. Upright Blog » Blog Archive » Does your business need a blog? says:

    […] And search engines love blogs too because the information is current.  Just like your web site, your blog can be optimized to attract search spiders and provide another source of driving visitors to your site.  Here’s an article that you might find of interest on SEO for Blogs. […]

  2. […] And search engines love blogs too because the information is current.  Just like your web site, your blog can be optimized to attract search spiders and provide another source of driving visitors to your site.  Here’s an article that you might find of interest on SEO for Blogs. […]