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Why Business Blogs Win Search

Chris Baggott

CEO/CoFounder

Compendium Blogware

Source: Pew Internet & American Life Project *Not online

As Much As 80% of all web

interactions begin with search

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Website SEO PPC Campaigns

0

1,000’s

Keyword

Phrases

Targeted

Search Strategies

Do you want Blogs to drive search traffic?

The Myth of Blog Readership

Who’s Successful?

77% of Business Not Thrilled!

“Most Web surfers don’t even realize they

are reading blogs. The distinction between

blogs and mainstream media is blurring

rapidly.” — David L. Sifry, founder and chairman,

Technorati, April 2007

“-it is not always clear or relevant to the end

user whether a particular destination is a

blog….” eMarketer 2008

The Blog Realities

Blogging For Search

Don’t Fight It:

“Organic Search Traffic is the

most critical metric I track.”

Kelly Feller Social Media Manager - Intel

“Relevance means keeping to a topic,

helping the search engine understand

what your site is about and, ideally,

about one thing in particular.”

Vanessa Fox: Search Engine Land

• Titles

• Keywords

• Recent/Frequency

• Links

• Blog Volume

• Relevance

Why Blogging works for SEO

“By far the most important piece of writing you’ll

do on any given page is your page title. Search

engines consider your page title to be very

indicative of what can be found on the page.” SEO Expert: Steven Bradley

“Burn the thesaurus. Think about the words that

people use to find you.”

“Then, as a revolutionary new internet marketing

strategy, actually write those words in your copy.

You'll get more traffic.

You'll get more sales/leads/whatever. “

Ian Lurie: Conversation Marketing

Keywords

"Think about what people are going to type...and talk about that"Matt Cutts: Google

3,000,000 Searches/ 200 Terms

Beware

of

Stuffing

Recency/Frequency

Measure the Competition

Recency/Frequency

Ian Lurie’s rule of thumb: Web Marketing All-in-One Desk Reference For Dummies

<10,000 competing pages: Write once a week.

10,001-100,000 competing pages: Write twice a week.

100,001-200,000 competing pages: Write three times a week.

200,001-2,000,000 competing pages: Write every day.

You can’t have Too Much content!

You can’t be Too Frequent

Volume/Traffic Correlation

Links

I believe credibility in the content creation tactic is

the key driving force for securing links.

Link Expert: Debra Mastaler.

Blog Volume

Blog Volume

BJ

Details: 200 Active Clients Analyzed, February 20, 2009. On average, a client with 400 keyword blogs will see 894% more traffic than a client with 25 keyword blogs.

Certain Software

Blogging Program

Case Studies

Traffic

Visitor Trending

Lifetime of Blog Program

PPC vs. Blog

Lifetime of Blog Program

Return on Investment for

2008:

240%

UK Based: Bowland Solutions

Bowland Solutions’ Program• 22 Keywords• 3 Bloggers

Visitor Trending

Traffic

Palisade Corporation

Visitor Trending

Traffic

Palisade Blog Program:• 26 Keyword Blogs• 4 Bloggers

Footwear Etc

Visitor Trending

Traffic

Footwear Etc Program• 20 Keywords• 5 Bloggers

CVENT

CVENT Program• 196 Keywords

Visitor Trending

Traffic

ROI

Exact TargetRoto-Rooter Local

Judging Relevance

Is the searcher happy?

Hilary Lee: Fairytale Brownies

• 7272 Total blog visits

• 939 Conversions 13%

• Avg. of 6.41 pages viewed

• Avg. time on site was 6 minutes

• 30.3% Bounce Rate

• 110 Orders

• 183 sold items

• $5600 in sales

• AOV of $54.00

• 130 Total catalog requests

Why Business Blogs Win Search

• Titles

• Keywords

• Recent/Frequent

• Links

• Blog Volume

• Relevance

Chris Baggott

CEO/CoFounder

Compendium Blogware

chrisb@compendiumblogware.com

Thoughts & Questions?