Company Blog Success: Win-Win Situation

Posted by scoop on April 29th, 2009 in Business Blogging, SEO, Writing Content |

Imagine this scenario. You’re the company’s assigned problogger. It is your job to make sure that your company’s blog succeeds, and it does. So much so that the company blog outranks the company website for the targeted search terms. A really nice dream but note that unless you can explain to your bosses, who might not know anything about search marketing, why this is still good for your company and even beneficial to the company’s main site you just might get in trouble. So how do you explain such a scenario to your boss?

The simple fact is that having a company blog do really well can but nothing but great for your company’s search marketing efforts, unless the company website once ranked better and has been outdone by the blog, resulting in a lower ranking. In this case you will need to adjust to make sure that the company site gets back its position. However, even if it once ranked better than the blog but its ranking is not really that good (not among the top three results) you can be sure that having the blog outrank the company site is still good. Why? Because it having people click on the company blog will still raise awareness of the company and also drive more clients to the company’s main site. This is why it is important that the company blog be well designed. You want to ensure that the link to your company site is prominent and that the blog encourages people to go ahead and take a look at the company site. So as long as the blog is doing its job of helping in brand awareness and traffic generation you need not worry when it comes to convincing the boss that your job well done should actually merit you a raise rather than raised eyebrows.