There are lots of commercial purposes for publishing a blog. Three of the most common motivations for developing a commercial blog are: 1) search engine optimization; 2) credibility enhancement, and 2) income production. Product and service oriented companies typically publish blogs for the SEO and credibility enhancing benefits. Income producing blogs are usually the realm of entrepreneurs and media companies.
Blogging For SEO
The good news for bloggers focused on promoting a website or building credibility is that the bar for them to be successful is much lower than for bloggers whose business model is based on the blog itself. As long as great content is produced occasionally, a blog promoting a business can be successful even if it is just a collection of keyword term focused standalone articles. Fresh content only needs to be added irregularly. As long as the individual articles attract a few external links or an occasional prospect, then the blog can be considered successful.
Blogging For Advertising Income
The requirements for achieving success are greater for a blog with an advertising model. Producing advertising income from a blog usually requires heavy visitor traffic. In order to generate heavy visitor traffic, it typically is necessary to attract repeat visits from a core audience of engaged fans. In particular, a blog that is running ads and being compensated on a CPM basis is unlikely to be successful if it is just a collection of articles thrown together. Hit and run visitors that simply stop by to read a single article do not generate enough advertising impressions. An ad revenue producing blog needs to attract loyal viewers that return regularly to read the content (and provide advertising impressions). The blog must hold together as a unified source of information that is a must read for the target audience. Further, the personality of the blog becomes critically important. The author(s) must develop a bond with their readers that leads them to become fans that check out new content on a regular basis. And fresh content must be added on a regular basis.
Why Every Business Should Blog If They Can Produce A Few Quality Articles
There is a reason that virtually every article providing advice on search engine optimization (SEO) for websites recommends developing a blog. However, this advice is usually provided by a writer that is pretty good at producing content. It fails to take into account the limited resources for producing content of many website publishers. For website publishers that do not have the resources to publish fresh content daily, a collection of keyword focused individual articles that are a definitive source of information about a narrow subject can still provide significant SEO benefits. Don’t allow concerns about keeping a blog up to date keep you from realizing the benefits to be gained from a blog as long as it features at least a few really good articles and/or videos. As long as some of the content is really good, the blog offers an opportunity to be productive for the following reasons:
1) Blog content will attract search engine visitors based on long tail search terms and obscure phrases.
2) Search engines often give a significant short term rankings boost to fresh content from established sites.
3) Comments attracted by blogs are an effective method of promoting interaction with visitors
4) Having a blog offers a great opportunity to link to pages deep within your website
5) A blog will enhancing site freshness and lead to more frequent indexing of your site.
6) Having content added on a weekly basis provides a signal to search engines that your site is trust worthy. Spammers seldom build deep sites over an extended period of time.
7) A blog alows for providing depth of information about policies, products or services..
Utilizing keyword research is particularly important for content with an SEO focus. Determine keyword queries for which an article serves as useful source of information. Insert the targeted keywords into article title and the first sentence of the article. Another approach is to conduct keyword research initially, and develop articles focused on keywords that offer opportunities to obtain a first page search engine position. Hunt for keywords that a have reasonable quantity of searches but are not intensely competitive.
Every blogger faces the question of what to do after an article has been published, regardless of whether the goal is SEO or income generation. A blog with a collection of quality articles should typicallly put most of their link building efforts agains obtaining backlinks to their best content. An income producing blog typically requires links to both the blog home page and the individual articles in order to attract the huge number of visitors required to produce meaningful revenue.
While the goal of a blog promoting a website is to enhance the site, it is a two way street. Home page links to a blog pass on meaningful link authority, sometimes enough to allow a blog article focused on uncompetitive terms to rank well on the search engines even without external links. However, most blog posts require at least a few external links to rank well for even mildly competivitive terms.
A blog promoting a business only requires an occasional well thought out article in order to be productive. As long as the content of individual articles is strong enough to attracts links, the articles can be an eclectic mix on a variety of topics. Thus, all commercial enterprises should consider launching a blog. On the other hand, in order for a blog to generate significant advertising revenue, it requires high quality content produced almost daily. Each new piece of content should deepen the connection with regular readers. Producing income from a blog usually requires a major committment on the part of the publisher.