Mediarun Search Marketing News

Archiving blogs can boost website optimisation

May 27th 2010

Search Engine Optimisation News

Before social media became widespread, online journals - or blogs as we have come to know them - set the standard in terms of dynamic web content. Quite quickly businesses realised that a blog could pull in potential customers and it wasn't long before search engine optimisation was a consideration. Now every self-proclaimed blogging expert claims to know a thing or two about search engine marketing and SEO companies are all keen to tout the benefits of a blog-fuelled website promotion strategy.

But there are still a huge number of technical issues to overcome if a company blog is to have the huge website marketing benefits that many businesses have been led to believe it will have. It is not enough to ensure that the content produced for the blog abides by strict search engine optimisation rules - such as using a variety of keywords and not producing spam by over-saturating content with clumsy search terms. The blog has to be integrated into a company's website effectively or its search engine marketing benefit quickly becomes zilch.

Writing for Search Engine Land recently, search engine optimisation expert Galen DeYoung summed it up quite succinctly.

"While things may look good on the surface of a blog, a look under the hood can reveal significant roadblocks to achieving the SEO success you've been seeking," he said.

What he was getting at, is you can publish top quality, keyword specific content on your corporate site until the cows come home, but if that very same site is not geared towards attracting Google's web crawlers, the blog will remain un-indexed and no one will ever stumble across it - the abject opposite of search marketing.

Mr DeYoung claimed that common problems with corporate blogs include not archiving content properly, failing to adopt content sharing practices and saturating a site with duplicate content.

It often helps to get a professional SEO Company to have a look at your blog, as they can quickly iron out all of these problems and ensure that the time spent on content generation is worth the effort - and money.

To find out about the performance solution we can offer you and your business, speak to one of our consultants on 0207 843 2265 or contact us.