Blogging your way to the Top


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Sabe como deixar seu blog no topo da pesquisa orgânica?
Então se liga neste artigo, curtinho, mas que confere umas dicas legais que sempre está nos materias da Scup. Está em inglês.
Jim Lodico, autor de consultor de marketing especializado em conteúdo e marketing em mídias sociais.

Published in: Social Media, Technology, Design
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Blogging your way to the Top

  1. 1. Page 1 Blogging Your Way to the Top Dynamic Websites and Their Impact on Organic Search Engine Results How many times have you heard someone say, “I just want that top search result on Google?” For a business website, the top spot in the organic search engine returns can be a lead generating machine. One of the best ways to gain that top spot is by blogging. Incorporating a blog into a website can have a huge impact on the overall website’s search engine rankings. A blog does two important things in terms of the search engines: 1) Adds naturally occurring, keyword rich pages. 2) Increases the potential for incoming links from high quality websites. About the Author Jim Lodico is the owner of www. jalcommunication. com and a marketing consultant specializing in inbound, content and social media marketing. His writings have been pubished in a number of online publications including Social Media Examiner, Copyblogger and Webdesignerdepot. His first blog, a sports blog, is still active today and owns the first or second organic Google search return for a number of highly competitive key words. Let’s take a closer look at how each of the above affects a website’s position in the search engine rankings. Playing the Numbers; Static vs. Dynamic Websites The average small business website includes anywhere from 1020 static web pages. These are the basic pages you see on most sites such as the home page, an “about us” page, product descriptions and even pages with contact information. Once created, these pages rarely change. In some cases, even small changes on these pages can be an expensive proposition which involves bringing in a web designer. If the site is well built with all the appropriate code and meta data, the search engines will index these 10-20 pages of content. If the site is highly optimized and focused on a limited number of key words, the search engines may connect those 10-20 pages with the right key words (the search engine terms used to find information). However, due to the inherent needs of a website, some pages aren’t indexed for the desired key words (i.e. contact forms).
  2. 2. Page 2 Best case scenario, 8-10 pages are recognized by the search engines as possible returns for the targeted key words. The Impact of Blog Posts Now let’s take our static web site and add a blog. For the sake of this example, let’s say that five representatives in the company agree to write one blog post per week amounting to five new blog posts a week. Here’s where our blog really starts to pay off. Each time a new blog post is added to the website, a new page is indexed by the search engines. By the end of the first month, the website above has doubled the number of pages originally indexed by the search engines. Within a month, our website which originally had 10-20 pages in the search engine pool now has 30-40 pages that can possibly be returned in the top spot on Google. Stretch that out over the course of a year and our 10-20 page website now has around 250 pages indexed in the search engines. A website with an active blog continually adds indexed pages to the search engines. Over time, this could amount to hundreds of key word optimized web pages. And while yes, a blog post a day is a lot of work, scale it back to one blog post per week and we’ve still more than tripled the number of indexed pages during the first year. Each indexed page adds another ticket to the great Google lottery. The more tickets you hold, the better chance of winning the top spot in the search engine rankings. The Power of Incoming Links Now let’s say that our faithful bloggers have been adding their daily posts on topics of interest to their industry. Word gets around that they put up some valuable information and at the very least, offer a voice for the company. A couple of blog posts have been emailed to fellow colleagues and even better, fellow industry bloggers are starting to link to the blog. The site starts to appear on fellow bloggers blog rolls and specific posts are linked to for reference and as points of discussion in other online publications. Google likes these incoming links. Google likes them even more when the links come from sites that are relevant to the content in the blog.
  3. 3. Page 3 Then one day, a mild mannered New York Times reporter is conducting research for a story related to our company’s industry. Because the blog has added a number of indexed pages to the website and others have started to link to the blog, it pops up in the reporter’s Google search. Our reporter includes a link to the blog in his article Google really likes incoming links from big, high trafficked sites such as the New York Times. “Each indexed page adds another ticket to the Great Google lottery. The more tickets you hold, the better chance of winning the top spot in the search engine rankings.” Along with the initial traffic sent to the blog from the New York Times article, Google sees that The New York Times linked to our site in an article related to keywords indexed in our blog. Google recognizes that The New York Times is an important internet site and makes the connection that because The New York Times has linked to our little blog, our blog must be important and moves it up the search engine rankings. Congratulations. Thanks to the addition of a blog, our little website of 10-20 static pages now holds one of the top spots in the Google search results. Indexed Pages + Relevant & Reputable Links = Search Engine Success At the 2009 WordCamp San Francisco (a gathering of Wordpress users) Google’s Matt Cutts pointed out the importance of being both relevant and reputable. Incoming links from reputable sites such as The New York Times in which the content is relevant to the content in the post are highly valued by Google. And although that may seem dated, with the recent Google Panda updates high quality content that generates high quality links is more important than ever. A blog is one of the best ways to continually add high quality pages to a website that generate both relevant and reputable links. In the scenario above, our business blog has managed to provide both relevant content and generate reputable links—two big keys to success on Google. A Real World Example Don’t believe me? Let’s take a look at a real world Google search to see the impact of a blog in action.
  4. 4. Page 4 Let’s say that we just moved to Baltimore, MD and need a Realtor to help us find a new home. We go to Google and search “Realtor Baltimore” Once we get past the map based search results (important to note), the national sites such as and the national brokerages, one of the first local real estate agents to show up in the organic search results is Wayne Curtis at includes a blog with posts dating back to November of 2006. As you can see in the image below, Google has indexed 145 pages of Many of these pages are blog posts filled with naturally occurring key words related to the real estate market in Baltimore. Now let’s take a look at another Realtor in the Baltimore area. This Realtor’s web site did not rank in the Google search results and does not include a blog. As you can see from the image below, the site shows only 14 pages indexed with Google. “Incoming links from reputable sites such as The New York Times in which the content is relevant to the content in the post are highly valued by Google” Incoming Links Measuring incoming links is a little more difficult as different tools return different numbers. You can get a basic overview by using the search term: “” in both Google and Yahoo (image on next page). Using’s “Site Info” tool (image below) we can see’s top incoming links. The very first link returned on Alexa is a link from’s television series House Hunters, a highly relevant and reputable real estate site.
  5. 5. Page 5 Quality of Pages Indexed and Incoming Links When conducting this experiment, you can find sites that don’t rank as well on Google yet have more pages indexed. This is often because the pages indexed include do not rank for the key words searched. A topical blog naturally lends itself to key word rich posts just by the nature of the content. The same holds true with incoming links. Too many incoming links from websites that are not relevant to the content on the site can actually hurt a website’s search engine ranking. Consider Keywords when Creating Posts Now that you can see the importance of key word indexed blog posts, you can begin to optimize your posts to include relevant key words. “If the path to your larger website isn’t clearly marked, users will do nothing more than read the blog. You need to guide them down the sales funnel.” Going back to our example above, we can use Google’s Keyword tool to see that during the prior month the term “Realtor Baltimore” was searched on Google 2,900 times in the U.S. However, the term “Realtors Baltimore” was searched 60,500. Since “Realtors Baltimore” was searched around 57,000 more times than “Realtor Baltimore” it would be wise to use both terms when writing a post about choosing a realtor in Baltimore.
  6. 6. Page 6 Incorporate the Blog Into the Website If the goal is to raise the search engine results of the larger website, then it is important to seemlessly incorporate the blog into the larger site. Use a call to action at the end of blog posts to direct the reader to to important pages on your website and guide them through the sales funnel. Keep it on the same domain and provide clear links that encourage visitors to explore the rest of your website. Make it easy for your reader. If the path to your larger website isn’t clearly marked, they will never find their way. ROI and the Long Tail Approach Measuring the ROI of social media is tricky but consider the value of the top spot on Google? How much would you pay for the top organic search return? Although it doesn’t happen overnight, a blog can be one of the best ways to achieve that top position. And unlike traditional advertising, which is temporary and fleeting, a strong blog post that provides solid information can continue to bring in new clients indefinitely. “Traditional advertising, is temporary and fleeting. A strong blog post that provides solid information can continue to bring in new clients indefinitely.” With traditional advertising, you invest money. With blogs, you invest your time and experience. You are an expert in your field. As such, you possess the information your client needs. By sharing that information in a blog, you not only position yourself as an industry expert but you create a reason for your target audience to visit your website. With a blog, the sales process begins with content. Content brings the target to your website and initiates the sales process. Using Wordpress to Build a Blog or Dynamic Website Blogging has turned the once boring web site into an every changing, dynamic creature. Websites are now expected to provide something of value to the reader. Consumers are looking for information and blogs provide one of the best ways to provide this information. Fortunately, web design and blogging tools are both increasing in power and becoming easier to use. Wordpress, the most popular blogging platform available, has reached a point where it is being used to build entire websites. With more than 27 million downloads of its
  7. 7. Page 7 latest version, Wordpress on a self-hosted server is one of the most powerful platforms available. Once installed, publishing content with Wordpress is about as easy as using Microsoft Word. Wordpress websites can be managed anywhere you have an internet connection without the need for a web designer or html coding. You can even add content with your smartphone. SEO, SEO and More SEO According to Google’s Matt Cutts, “Wordpress takes care of 8090% of (the mechanics of) Search Engine Optimization (SEO)”1 Even if you know nothing about search engine optimization, Wordpress in its default installation plays well with Google. With expert customization, Wordpress will hum with the search engines. Second to publishing content, ensuring that your site is fully optimized for the search engines is crucial to working your way to that coveted top Google spot. Where to go from here This report merely scratches the surface of the power of blogging, content and the importance of a dynamic website. However, that doesn’t mean you can’t start blogging today. Once your website is properlly installed and optimized for blogging, the next step is to start publishing. The sooner you start adding content to your website, the sooner you start indexing pages in the search engines. Contact Us Today for a Free Blogging Strategy Session & Boost Your Search Engine Ranking Jim Lodico 410-777-8698 If you’ve got a website that’s not up to speed, content that’s falling flat or a sales funnel gone down the drain contact Jim Lodico at for a free consultation. Together, we’ll develop a plan to supercharge your marketing program. I can also be reached by phone at at 410-777-8698. Cutts, Matt. “Striaght from Google: What You Need to Know.” Matt Cutts: Gadgets, Google and SEO. Matt cuts, 19/08/2009. Web. 21 Sep 2010. <>. 1