Blog and Ping
There are many very good reasons for setting up a blog for your business, but immediate search engine traffic is one of the best
Everyone is talking about blogs these days as the magic money-making marketing tool. Some of the hype may actually be true, but I suggest you cut through most of what you read about blogs just long enough to understand why every business needs a blog.
Right now, that’s not to say this won’t change, search engines are in love with real blogs. By real blogs I mean blogs that are set-up and run by businesses that offer useful content on them. Like every successful marketing method there are people out there setting up fake blogs and dumping garbage, but keyword rich, content into them in order to trick the search engines into ranking the content highly. [Please resist the urge to add to this form of search engine spam as it may actually get you banned by a search engine.]
When you understand a little about how blog software works, you get a better understanding about why search engines love blogs. Here are the top reasons that business blogs and search engines go hand in hand.
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Each blog entry is shown in chronological order on a blog’s homepage, but each entry is in reality its own web page, with its own unique URL and title. So, an active blogger can create hundreds of keyword rich web pages in a matter of months.
In order to claim your place at the blogging table, you must commit to making posts often—4 or 5 times a week perhaps. This commitment means that you are creating, updating and changing some portion of your site several times a week. The typical small business web site is lucky to receive an update several times a year. Search engines like change.
Because search engines love content that changes, they are ever ready to visit a site when it is updated. One feature unique to blog software is something called a pinging. Basically, what you are doing is sending out a message to various blog directories to come and visit your site because it has been updated. Once a search engine has located your site, this is like a personal invitation to come back and get the new stuff. I use a site called Ping-O-Matic to send pings to multiple services. Some blog software can be configured to do this automatically.
Blogs also have a built in distribution method known as RSS. This allows you to push your updated content out to people who subscribe through an RSS reader such as Bloglines or FeedDemon as well as Yahoo and MSN. This ability allows you to communicate directly with subscribers, but it can also help get your main site noticed and indexed by the major search engines. Yahoo, for example, allows people (including you) to subscribe to your blog’s RSS feed. On the day you create your blog, you can subscribe to it via a free MyYahoo account, and Yahoo will visit and index your blog for free. It has no choice.
Part of the blogging culture is the predisposition to link to and from quality content that relates to the subject you are blogging about. In other words, bloggers like to link. Links from other high quality blogs will send traffic and get your blog and web site noticed.
So, your blog marketing strategy goes a little like this: Set-up a blog and start posting. Ping each time you make a new entry. Submit your blog to the major blog and RSS directories. Start looking for link partners. Repeat
In the last few weeks, I have set-up blogs for an attorney, a label manufacturer, and a remodeling contractor. In each case, the blogs were indexed and spidered by the major search engines within 48 hours.
Traffic to the main web sites for these businesses (although a bit meager to start with) has already doubled or tripled. Traffic from each of the major search engines is now showing up for a large number of search terms and phrases.
Who knows how long this blog traffic bonanza will last, but at this
moment, a blog has never made more sense.
John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide published by Thomas Nelson - due out in the fall of 2006.
He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting http://www.ducttapemarketing.com.
