In this second chapter of the “What is SEO” series, I will try to explain to trainee SEOs and internet marketing beginners why blogging is so important in the world of internet marketing. There are dozens of stories about individuals making serious money directly or indirectly from their blog, but many fail to even achieve above 100 page views per day. What makes a good blog, and why you should do it with passion.
Although I’m quite new to the world of search marketing, it has become apparent that everyone in the industry is crazy about blogging. All the guys at Site Visibility have encouraged me to write entries about my training and learning experience that would be helpful for other Trainee SEOs and Internet marketers. With an industry that is booming at the moment, I’m sure there are a few of us out there.
How good is your blog ? via flickr
But what is the point in blogging? Is this just the SEO/SEM way of skiving off work, or is it a justified means of marketing? What are the benefits? The idea is when you write something interesting and relevant and you publish it online, people will read it, raise an eyebrow, and send a link to someone else (remember that the more people point towards your website, the better ranking it will get) slowly they’ll create a positive association with your brand. This ‘word-of-mouth’ marketing is one of the oldest and most powerful techniques out there.
On the Internet, it is also referred to as ‘viral marketing’, probably because it seems to spread faster than any other advertising effort and often without any capital since the users have effectively become the distribution network:
Look at the page views for the Dove campaign. If you write a good blog, and it becomes viral, you have a VIP ticket to online fame which, if you are lucky and can sustain your success, might even get you backstage the traditional media industry.
The way you write and publish blogs on the internet should be structured in similar ways then a marketing campaign. Imagine you have a marketing campaign which only creates advertising once every 6 months or so. As a consumer, you will probably not be interested by this brand as you cannot see or feel it evolve.
Your blogging efforts should therefore be continuous, relevant and engaging. Write about your area of expertise, but try and couple it with personal views or interests in order to add a bit of oomph to your analysis of a given topic.
Blogging can get you a huge amount of page views and recognition from the internet and search engine marketing world, just look at Rand Fishkin or Jason Calacanis for example: every time they post a blog, they leave thousands of marketing professionals in awe at the sheer amount of comments left. These comments prove that their blogs are interesting relevant and informative. Saying “You don’t have a right to post your thoughts at the bottom of someone else’s thoughts. That’s not freedom of expression, that’s an infringement on their freedom of expression” is absolutely ridiculous and totally defeats the purpose, structure and ideals of the Internet.( I bet if those comments were good…).
If that’s what you think, maybe you should go work for a newspaper or radio station where the only form of feedback you get is limited, and you don’t necessarily need to reply or even acknowledge someone with a different point of view.
Blogging + Social Networking
When blogging, you should link out to stories you have read and found interesting. This does not only prove that you have done your research, but also encourages the people’s website you have linked to to come to your website and check out what you have to say about them or their post.By doing this, you are not only bringing traffic to your website but you are effectively building an ‘awareness network’. By ‘pulling’ users making other people aware of your blog/business/campaign, you are putting it into the spotlight, which is the aim of good marketing.
Next time, PPC for beginners