Lee Odden

SEO Benefits from Blogs

rss-up.gif
Is blog optimization part of search marketing? Absolutely! Blogs are web site content management systems with additional functionality such as comments, trackbacks and RSS. Blogs are really no different than web sites.

If you can optimize a document and that document gets indexed, categorized and ranked by a search engine, it’s part of search marketing in my book. As such, marketers should be aware of how these kinds of channels can be used within the overall online marketing mix. Blogs are one of many platforms that benefit from optimization.

I sincerely believe using blog software to manage certain kinds of content on a web site such as an online media room, to archive newsletters, post frequently asked questions and to provide product updates can make a site that is otherwise very search engine un-friendly, become a viable source of great rankings. This applies to both regular search engines as well as blog search engines. These are applications for a blog besides the common use as a platform to increase credibility and communicate a more personalized voice for a company.

Blogs are no silver bullet though and require working hard and smart – especially smart. However the payoff can be significant.

Online Marketing Blog receives the majority of it’s traffic from search engines. I can’t mention any of our clients, so I’ll risk being a bit vain and offer a few of our own examples. This is a blog after all and these are very practical, verifiable ranking examples.

The top referring search phrases in the past month for this blog include “marketing blog“, “online marketing“, “rss button” and “social bookmarks“. Even more niche phrases bring in quality search traffic such as, “blog optimization“, “press release optimization” and “social media optimization” which are all services our SEO firm provides.

Of course the rules can change slightly over time, but here are a set of benefits I often find myself explaining to people wondering about the search engine optimization benefits of having a blog.

  1. Structured content – Blog software with category features allows the aggregation of content according to themes. This makes it easier to algorithmically categorize content. If you can make it easier for search engines to understand your content, you have a much better chance of ranking well on those topics.
  2. Crawlable URLs – Most blog software offers uncomplicated URL structure, making it fairly easy for search engine spiders to find and crawl blog content.
  3. Internal links – Blogs that post product or service related information can deep link anchor text to product information or purchase pages deep within the web site. This is very beneficial for ranking on long tail phrases.
  4. Inbound link magnet – One of the biggest benefits, blogs link freely to each other – much more than web sites do. Blogs are also a significant source of many posts to social news and social media web sites. Text, audio and video are all easily supported for syndication by blogs. The more media available, the more likely it will attract incoming links. Additionally, there are many widgets and plugins that make it easy to share blog content, thus encouraging links and traffic.
  5. RSS – Links to RSS feed urls that use the blog domain name will assist in building link popularity and when RSS content is syndicated or cited by other blogs, any embedded links will also assist in sending traffic.
  6. Fresh content – Both readers and search engines reward fresh content with repeat visits. From a search engine perspective, that means your site can be crawled more frequently, allowing your new content to become searchable more quickly. Fresh content is also indicative of a more authoritative web site.
  7. Active community – Comments and trackback features in blog software encourage interaction. An active blog community creates the kinds of citations or signals from other sites (annotated and contextually relevant links) that search engines tend to reward in the rankings. Loyal blog readers can boost a site’s visibility through advocacy on other blogs, in forums offline at conferences as well as on their own blogs and within the comments of your blog.
  8. Non-Search traffic – I think the greatest benefit of having an active blog has little to do with improving your search engine rankings though. The best thing about blogs is that they allow you to generate substantial amounts of traffic via RSS and links that have NOTHING to do with search engines. My recommendation to marketers in 2007 is to pursue traffic alternatives to search engines as aggresively as their budgets and marketing programs will allow. The result will be incremental increases in site traffic with search engine referred traffic an added bonus, if not correspondingly enhanced.

Bonus benefit of a blog:
Blog & RSS Directories – With a blog and corresponding RSS feed(s), your site can now benefit from visibility within blog and RSS search engines. Web sites without feeds (your competition maybe?) are not included in these kinds of directories and search engines.

Here are a few additional blog marketing tips from this blog as well as a recent blog optimization article on Search Engine Land.

So there you go. A basic list of practical reasons a blog can be beneficial as a site optimization tool and for improved web site traffic. What SEO benefits have you found from having and promoted a blog?

PoorSo SoOKGoodAwesome (8 votes, average: 4.50 out of 5)
Loading...

  • This field is for validation purposes and should be left unchanged.

Please read the Online Marketing Blog comment policy

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 integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.

Comments

  1. “The best thing about blogs is that they allow you to generate substantial amounts of traffic via RSS and links that have NOTHING to do with search engines.”

    Got to disagree with you there, Lee.

    Over 90% of my traffic comes from organic search, traffic that I have actively targeted with my articles.

    Out of this traffic, I’ve got a 15% loyalty rate, which is growing a percent every 2 weeks or so.

    Now, sparing you the full history, my current ‘blog is an experiment, and I’m keeping a very detailed diary, too.

    So I know what’s working for me and what isn’t, and if you’re like me and you talk up tech’ from a human angle, then search traffic is your friend.

    However, not all ‘bloggers will feel the same about that. Not all ‘blog will feed of organic search, but most will.

    Because of body of articles I had in place prior to Macworld, my traffic took off because of the strong content and good, well-written, concise article titles.

    That’s SEO working.

    What you’re proposing sounds more like SMO, but it would be great if you could clarify what you mean by:

    “My recommendation to marketers in 2007 is to pursue traffic alternatives to search engines as aggressively as their budgets and marketing programs will allow.”

    What are these alternatives?

    Speak to you soon…

  2. Hey Wayne, thanks for the comments. I think you missed an important part of the post, “Online Marketing Blog receives the majority of it

  3. I would love to have that 7,893 Alexa rank button on my blog. But you are absolutely right.

    As bloggers, we cannot overlook the importance of proper SEO. If anything ever happened to these social bookmarking sites, thousands of blog owners would be looking for another way to occupy their time.
    Thanks

  4. It’s time that we start with a English version of our Dutch blog. On http://www.dutchcowboys.nl we wrote over 2.500 articles in 24 months about Search (SEM) and mostly about Google.

    Pagerank of 7 and a Alexa trafficrank of 12,692

  5. Right on Barry. Blogs don’t have to be “blogs” do they? Slog is interesting – seems more like a verb though. 🙂

  6. Barry Welford says:

    I think blogs provide one of the most important ways of getting extra traffic. I believe the effects are magnified if the blog becomes an integral part of the company website. Ideally it should become a seamless part of the website. I’ve coined the term Slog (short for Site Weblog) for this blogging section of a website.

  7. That’s a great example Michael! The great thing is that in time, you should be getting great visibility on both blog search engines and regular engines like Google, Yahoo and MSN.

  8. I have found as a lawyer, having a blog on my web site has a much greater impact on my business through technorati, then the search engines themselves. For example, I have had reporters call me and request an interview on a specific legal subject I have blogged. This creates many additional links to my site, but more importantly it enhances my firm’s brand.

  9. Hi Carla, feel free to link away.

  10. Carla Still says:

    Hi! Nice and well written article! I am a Virtual Assistant developing my own blog. Currently, I am writing an article on the benefits of blogging. Can I link back to this article??? Thanks! 🙂

  11. I understand that RSS feeds are important because you can embed keywords within the links and it provides updated pages but I’m curious as to just how much impact RSS feeds have with link popularity since RSS is an XML based format for content distribution. Can search engines identify the links as coming from a feed and therefore see it as less qualified?

  12. […]I agree, u must do optimize a document and that document gets indexed, categorized and ranked by a search engine.
    Alex Bell[…]

  13. Great Article and very helpful indeed as a new blogger!!

    Ashley

  14. Does anyone know any good seo blog software that is compatible with a website on a windows server written with asp classic and sql server. Almost evrything out there appears to be PHP?

    Thanks!

  15. Great article — thanks!

    I love Blogs (and probably Slogs, soon) but as I’m only just experimenting, I’d also love some advice.

    What I need to know is this: Which is better for SEO — your website *linked* to your blog or a website *created in blogging software*?

    And is it best to have your website/blog hosted on your own server (as you can with WordPress) or to use something like TypePad and have them host it for you?

    I’m sooooo tempted to rebuild my website in blog software — so much easier for me than Dreamweaver — but I’m really not sure which option!

    Thanks! (And hope that all made some sense!)

  16. Jane, you’re asking an age-old blogging question.

    Your web site is pretty straight forward and as a writer, having your site setup with blog software might do a better job representing your skills and messaging than a regular web site.

    If you keep your site using Dreamweaver, then add WordPress to the same server so your blog address is a sub directory: yourdomainname.co.uk/blog

  17. Searchtroop says:

    Excellent points made by all. The importance of Blogs has increased tremendously in the last 3 years.

  18. Our company started using blogs for SEO about a year ago and have increased google search traffic 8,000 percent over that time.

    All I can say is…it works!

  19. Lee, thank you for that! Seems like I’m thinking along the right lines. Which is a relief.

    And, TJ — that’s an impressive quote! I shall add it to my Proof-That-Blogging-Is-Good-For-You folder and pass it on.

    “All I can say is…it works!” sums it up nicely!

  20. Great !!! So blogs may be the key to get the benefit in SEO field..Good keep it up.

  21. That is right. Blogs are the important part of SEO, far more beneficial for bring the quality traffic, and whole lota more.

  22. True, blogs would yield more and form an important part of online marketing as slogs (loved the term “slog”).

  23. Great post. Blogs are a very natural way to attract links. I’d love to see a post on how to get your company to blog. Particularly if you are dealing with a large, conservative company.

  24. Nice post…Blogs are simplier to create and optimize than websites..

  25. In order to use a blog to increase my sites site ranking (SEO) does it make a difference if my blog is hosted at my site or hosted at say blogger or wordpress?

  26. I understand that RSS feeds are important because you can embed keywords within the links and it provides updated pages but I

  27. angelia110 says:

    <h2 align=”center”>Don't Do For Ugg Boots UK</h2>

    –>If you own a pair of Ugg boots, ugg classic short, be sure to take proper care of them and clean them regularly. With the proper care and cleaning, Uggs can last several years or even a lifetime.

    You love sheepskin footwear and ugg classic because they are comfortable and fashionable. How to keep them looking great? The following are a few tips to help you to know what you don't do for your natural beauty and functionality uggs.

    –>Tip one, don't store your cardy boots ugg in a light place. Because they can bleach in extreme sunlight.

    –>Tip two, ugg boots should not be worn in extremely moist or muddy conditions as moisture can cause problems.

    –>Tip three, don't clean the exterior of? your uggs knightsbridge with a hard brush or cloth at first time dirty.

    –>Tip four, trying not to saturate the sheepskin footwear with water, especially warm or hot water. And don't clean them in a washing machine or dryer, this will cause problems with shrinkage and can adversely change the sheepskin.

    –>Tip five, if need, except specially detergent for sheepskin product, just like classic ugg mini, don't use any wool detergent. Also don't use high concentration cleaning solution.

    –>Some suggestions for you to protect your natural beauty and functionality uggs long periods of time. And also hoping to help you solving your hesitation, spending little time to know more information about ugg boots.

    –>All rights reserved, reprint, please specify source comes from http://www.goodugg.co.ukbailey button,ugg knightsbridge boots,cardy boots,ugg tall classic

Trackbacks

  1. How Blogs Help SEO says:

    […] SEO Benefits from Blogs […]

  2. Organic Benefits of Blogs - Tech Mentat says:

    […] Yesterday, Lee Odden posted on the SEO Benefits From Blogs where he gives us eight bullets on the benefits of blogging.

  3. Blogs Make SEM Easy & How! » Unofficial SEO Blog - Search Engine Information, much before it's official. says:

    […] Blogs offer a number of useful functions such as trackbacks, comments, and RSS. Thus blog optimization becomes a useful part of search marketing. Blog software can help in improving the rankings of a site as it can manage particular type of content like post FAQ, give product updates and provide an online media room.   There are category features in blog software which can lead to assemblage of content according to themes. Thus making it simpler to algorithmically categorize content. Your site can get good ranks for those topics if the search engines can easily understand your content. Search engine spiders can easily find and crawl blog content as most blog softwares give simple URL structure. In short blogs can bring more traffic and can be a helpful site optimization tool. Share The Post Recent Posts […]

  4. Blog your Joomla site Up in Google | Joomla Search Engine Optimization says:

    […] Now I came across this post form http://www.toprankblog.com describing the SEO Benefits from Blogs

  5. Slogging For The Long Tail | BPWrap says:

    […] If you’re selling something where your prospects are on the long tail, how can you ensure your website gets on to their radar screens. One important tool here is a business blog. As Lee Odden has pointed out, there are many SEO (search engine optimization) benefits with blogs. The nature of a blog, which creates many inter-related web pages, is particularly visible for these long tail searches. One way is to make that blog an integral part of your website in what has been called a Slog. If you’re looking for those rare customers that are to be found out on that long tail, then slogging may well be your best approach. […]

  6. Bookmark Explosion for 21 January 2007 says:

    […] Why use blogs instead of websites? Lee Odden shares some SEO benefits for Blogs […]

  7. Friday Night Link-o-rama » Small Business SEM says:

    […] Speaking of writing… another problem small businesses often struggle to overcome is the need for quality content. If that sounds familiar, check out Making the Most of Limited Content by Karen Sams on the Online Marketing Blog. And while you’re there, don’t miss Lee’s SEO Benefits from Blogs. […]

  8. January ‘07: Best Search/Marketing Posts » Small Business SEM says:

    […] Lee/Online Marketing Blog: SEO Benefits from Blogs […]

  9. SEO Benefits from Blogs · Google-Eclass.com says:

    […] Original post by Lee Odden and software by Elliott Back Tags: web hosting, adsense, hosting, search engine […]

  10. » SEO Benefits from Blogs says:

    […] Original post by Lee Odden and powered by Img Fly […]

  11. Prime Advertising & Design Blog » The Monday Menu: Blogs for 2.26.07 says:

    […] Another Monday and the 2nd Edition of the Monday Menu is here for your blog hunger.  The first section, the appetizers, are links from our web team of blogs they wanted to highlight.  The main course are specific blog posts of interest on search engines and SEO tips.  Blog-a-tizers:The Consumerist, blogging on behalf of he consumer, shoppers bite back!Seth Godin, marketing guru, internet marketing guru and author a few times over.  A great marketing mind.TechCrunch, a top 100 blog focused on the companies and products ont he internet making waves, news or noise.Main Blog Course:10 Likely Elements of Google’s Local Search Algorithm, a great blueprint to Google local success from Matt McGeeTop 10 SEO Tips for organic results from SEO-TEK is a good base level SEO list to start with.SEO Benefits from Blogs, Twin Cities Blog & SEO guru Lee Oden points out the reasons blog’s make for good SEO.Remember to clean your plate and have a great week. […]

  12. Prime Advertising & Design Blog » Monday Link Menu: Blogs for 4.8.07 says:

    […] Monday Link Menu: Blogs for 4.8.07 A few weeks ago I posted on what blogging had taught me in one month of typing away here at the Prime Blog.  It was valuable for me to identify a few of the initial benefits and it will be interesting to see what those top benefits are months from now.  For this weeks Monday Link Menu I thought I would drop some other posts on why others blog (some are out of the blog meme going around) or what they have learned on your plate.  The Main Course looks at SEO benefits to blogging.Blog-a-tizers: Henrik posts on what he has learned from Problogger Darren Rowse Building off the last one, here are 18 lessons Darren learned about blogging Rand Fishkin of SEOmoz.org lays out plenty of reasons to blog Andy Beard offers up his practical reasons, motivations and more on bloggingMain Course  Lee Odden breaks down SEO Benefits from Blogs […]

  13. […] In the old days building links was a very tedious process. If you have not heard, links are the most valuable commodity on the Internet because search engines look to the quantity and quality of inbound links as a key part of evaluating whether your site will receive a top rank for a keyword. Lee Oden at Toprank has written extensivly on the benifits of blogging. […]

  14. Blogging for Marketing » Blog Archive » Blogging helps your SEO says:

    […] his excellent article SEO Benefits from blogs Lee Odden highlights 8 such elements of blogs that make them easy for search engines to read and […]

  15. […] realize that blogs serve some terrific purposes: they’re great for podcasting, marketing, and SEO (search engine optimization) (that last link actually has some great reasons to blog). But when every other link in a typical […]

  16. […] SEO Benefits from Blogs […]

  17. Blogging says:

    […] SEO Benefits from Blogs […]

  18. Blog brings 80% of site traffic « Business Blog Boost says:

    […] the major advantages of the blog over a conventional site is that it’s structure is much more search engine friendly and with my limited knowledge or search engine optimisation this is a major […]

  19. […] You probably shouldn’t even think about using a blog to grow your business. Forget about the SEO benefits of blogging. Ignore building stronger connections with your customers. I mean, seriously, you wouldn’t […]

  20. » Why Blog? Jennings Public Relations & Advertising - Blogs » Blog Archive says:

    […] Check out this post from Lee Odden titled SEO Benefits from Blogs. […]