Search Marketing World 2008: Blogs & Search
Anne Greene Allagi Consulting:
- "Just start" writing an online type journal.
- Her whole website is built on a blogging platform, blog is dynamic, but other pages are static
- Building the blog was easy, quick - entire website built on a blog platform, affordable
- Day to day management - easy content management, add/remove/edit & posts anytime, moderate comments, newsletter, database, technical knowledges/support required
- Blogging in Practice - ideas, regularity, links in/out, comments - it's great in many way, but you need to keep the ideas coming - once you start its really hard to stop
Summary -
Positives: ease of use, SEO, web and blog search engine, audience interaction, user generated content -
Pitfalls: discipline, commitment, patience, time, technical competence
Dave Davis RedFly, LTD:
Links - Why they are important
Inbound links are one of the highest factors for ranking
All things equal how does a search engine rank two competing sites against each other
inbound links are highest weighing factor
links are currency of SEO
Search engines consider a link a "Vote" for a site
Links - we need them great!
buying links, exchanges have all lost their value
Linkbait - works better
any business can start a blog - but you need to think creatively, links to blogs posts are natural
Linkbait and blogs (types of linkbait)
Free tools for your industry
Lists (top x in your industry)
Create Awards
Research / White papers
Samples / Free Demos
Industries funnies - Conference comics
Breaking Industry News
Controversy
Your blog's design
Contests
Shows blendtech - "Will it blend blog" as an example of linkbait
Shows DNSStuff.com - give away tools for free
Shows QuickSilver - dynamite surfing - creating innovative ways to surf
Mentions IceCream Ireland
Be careful when linkbaiting - reputation, not all linkbait works, but its still great content for your blog
Always link to your sources .. it helps!
Make sure you link to other bloggers selflessly, some may repay the kindness.
Blogging builds links, and creating useful content generates links as well.
Richard Hearne - Red Cardinal
Blogs cover a lot of area.
1. Voyeurism - people can see what you are doing.
2. Comparing Blogs to static Corporate "Vanilla" Sites
Corporate Site Blog
Publisher Company Person
Purpose Product Sales Brand Building
Content Promotional Editorial
Content Velocity One Hit Frequent
Delivery Pull Push
Communication Follow Through Interactive
Discovery Hopeful Automation
3. Does Architect Matter?
Corporate Site Blog
Paths Single Multiple
Categorism Sometimes Often
Semantic Coding Rare Optimal
Pre-Distribution Hectic Controllable
Internal Linking Static Dynamic
Page Updates Rare With Comments
Inter Site Relationships Unknown Easy to find: Trackbacks
4. Offiste Attributes
Corporate Site Blog
Deep Links Rare Often
Inter Site Relations Unknown Trackbacks
Network Effects Rare Content
Syndication News Content
Link Worthy Unlikely Exceptionally
5. Some Theory on how the search engines view blogs....
"Blog posts have inherit level of seriousness" ... from a Google patent application
Search engines can tell what's a blog and what isn't
Comments help keep blog posts fresh
6. Corporate blogs done right: Hitwise's blog. Plush data from their tool, helps build brand.
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