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Why Business Blogs Win Search
Chris Baggott
CEO/CoFounder
Compendium Blogware

As Much As 80% of all web
100% interactions begin with search
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Source: Pew Internet & American Life Project *Not online

Search Strategies
1,000’s
Keyword
Phrases
Targeted
0
Website SEO PPC Campaigns

Do you want Blogs to drive search traffic?

The Myth of Blog Readership

Who’s Successful?
77% of Business Not Thrilled!

The Blog Realities
“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

Don’t Fight It:
Blogging For Search
“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

Why Blogging works for SEO
• Titles
• Keywords
• Recent/Frequency
• Links
• Blog Volume
• Relevance

“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.

Case Studies
Certain Software
Blogging Program

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
Palisade Blog Program:
• 26 Keyword Blogs
• 4 Bloggers
Visitor Trending
Traffic

Footwear Etc
Footwear Etc Program
• 20 Keywords
• 5 Bloggers
Visitor Trending
Traffic

CVENT
CVENT Program
• 196 Keywords
Visitor Trending
Traffic

ROI
Roto-Rooter Local Exact Target

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

Thoughts & Questions?
Chris Baggott
CEO/CoFounder
Compendium Blogware
chrisb@compendiumblogware.com