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A web phenomenon, search marketers are switching onto the power of blogs and increasingly including them in their search engine optimisation strategy. As an online journal, blogs are powerful marketing tools and can be leveraged for SEO purposes in a number of ways. They are a more informal medium than many web site marketing tools and as such, reach the target audience in a number of different ways.

1. Build Links

While blogs started out as personal online diaries of individuals, they were quickly adapted to the corporate world. Now, many major corporations and smaller companies working with a lower marketing budget have adopted the blog. Finding an easy alliance between an informal chat and a corporate sales pitch, the blog allows web site publishers to interact with the web user in a way that was previously unsustainable.

From a marketing viewpoint, a good company blog gives the reader an insight into the mechanics of the company. It goes behind the scenes and engages readers to comment and interact by providing an honest, open space for communication. In the midst of this dialogue, events such as new product launches, appearances at trade shows, new staff hires and the inauguration of new business premises make good blog postings. Company takes on business headlines and calls for consumer feedback are all good blog fodder. With so much diverse content so related to the company and its operations, strategic links can also be included. As the publisher, the blogger selects when and how to link to other pages, creating an attractive tool within the search engine optimisation process.

Links placed within a blog are picked up by search engines and contribute to the web site's ranking in returned search results. A good blog sending relevant traffic to the web site will make a significant contribution to search engine optimisation success. Blogs which have something interesting to say will also find other web sites linking back to the original post, a situation which will see link numbers thrive.

2. Drive Traffic To Your Web Site

Even though you may already have covered much of the ground included in the company blog on the main web site, a well-thought out blog can give web traffic levels a real boost. Just as a second shop will attract clientele not previously tempted to venture into the original retail outlet, a blog will attract web users who have not yet visited your web site. This new traffic and potential sale opportunity can be redirected through the blog to the main web site using marketing techniques such as special offers and blog promotions.

To harness this web traffic for better search engine optimisation performance, strategic anchor text and deep linking to secondary pages within the main web site will push the company name through the search engine rankings.

3. Build Your Credibility (Also Known As Another Way To Build Links)

After dinner speakers find themselves in demand because they are a knowledge source of comment and opinion. They education and provoke thought because they are well-read and keep on top of developments in their industry. These are exactly the same functions a well-written, updated and well-thought out blog can perform. Regularly added content, user surveys and measured, intelligent response to industry news and product development will underpin company credibility. The blog poster will also develop a reputation and a knowledgeable reliable source, making other web sites and blogs more likely to link back to those on topic postings. These third party links will again help with the search engine optimisation process. Aside from the obvious SEO benefits, this seal of approval will also help to drive sales and traffic.

Rebecca Appleton is head of the search engine optimisation department at Top Position, a Google-certified company offering PPC and SEO services.

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