While there’s always been lots of debate as to what criteria Search Engines use to rank web pages in their search results, what there is little debate about is that appearing high up on the Search Engines Results page has become of key importance to most businesses. Why? Simply because currently, Search Engines are the preferred research tools in today’s marketplace.
As a result, Search Engine Optimisation (aka SEO) has developed into a thriving (if often maligned) industry as organisations, both large and small, strive to gain higher positions and greater visibility in the Search Engine results pages (SERPs).
The other thing that has become increasingly apparent is that blogs (and business blogs in particular) have a number of attributes which help them rank highly in the Search Engines, making them an important or even, dare I say, a key part of Search Engine Marketing. To understand why, first let’s have a quick reminder of how Search Engines work.
Search Engines: a few basics
The main Search Engines – I’m thinking here primarily of Google, Yahoo and Live – collect information from websites using electronic programs called “robots” or “spiders”. They find new sites and content generally by following links and then reading and indexing the code which creates the individual pages (and hence the text they contain). This is all stored on their servers so that when a search is submitted, the Search Engine sifts through all the relevant pages in its index and then ranks them in terms of relevancy using a mathematical algorithm. The result of all this is what we see on the Search Engine results page.
They determine this relevancy using over 100 different criteria, if we are to believe the experts in this field, though some criteria are obviously considered more “valuable” than others. Those considered particularly important include the text itself, the inbound and internal links, focus and relevancy of the information and some key onpage elements such as the Title tag. It is also worth reminding ourselves that search engines rank individual pages rather than whole websites when they create their results pages.
So how can we apply this to blogs?
Armed with an overview of what Search Engines are looking for to rank pages highly, it’s clear that blogs do in fact fulfil a number of these criteria perfectly, which goes a long way to explain why they rank so well. Specifically:
- Text: Business Blogs tend to be focused in their content and that is ideal for what Search Engines look for when they are searching for pages which fit with specific search criteria;
- External Inbound Links: the overriding philosophy in the blogosphere is to reference other blogs by linking to relevant sources; so blogs offering good (and often specific) content are likely to attract a greater number of links;
- Internal Links: blogs are automatically structured in such a way that the internal linking is excellent with highly relevant anchor text (the words that actually form the link) which is an extra bonus;
- Up to date information: the most successful blogs are generally ones which are regularly updated and hence offer a growing resource of recent and relevant content;
- Onpage elements: good blogging software has excellent flexibility which gives you the opportunity to have specific onpage elements (such as the Title Tag) for each individual page.
Blog Search Engines, Pinging and Instant Indexing
Although blogs appear in the main Search Engines like any other online site, they also have their own set of Search Engines which focus primarily on blogs. This is important because the way that these Blog Search Engines find new content is different to the main Search Engines.
If blogs are set up correctly, they will automatically “ping” these search engines – this is the digital equivalent to a ‘tap on the shoulder’ telling them that there is new content for them to index. This happens instantly and, with one of these Blog Search Engines belonging to Google, this means that Google’s main index can pick up your post almost immediately – my best is 6 minutes.
Of course, if the blog is part of your main website then there is also the greater chance of the rest of your site being indexed more frequently too, let alone all the pages benefiting from the value of the inbound links coming into the blog, linking to your new articles! Ah, is there no end to the benefits!!
Conclusion: keep developing your Business Blog
If, like me, you already use a blog for your business, then these Search Engine benefits will not be anything new – no doubt you will have already have seen the sort of great results that you can achieve. If you haven’t, then we really need to talk! However, they are particularly impressive when you consider that you are probably writing your blog with your readers uppermost in your mind and these benefits are merely a welcome (albeit very beneficial) side effect.
Business blogs however are not a magic solution and nor should they be used in isolation – they are at their best when used in conjunction with other marketing activities, both online and offline. Equally, they are not trying to manipulate Search Engines – an accusation sometimes levelled at SEO companies. Simply put, well written and focused blogs give Search Engines exactly what they want to provide for their users – good, specific and up to date information on the subject matter that they are searching for.
And providing that is of course where both the challenge and the benefits lie!
Tags: Blog Marketing, Blog Search Engines, Google, Search Engine Optimisation, Search Engine Optimization, SEO, Technorati, Yahoo