The recent survey by Vizu Answers and subsequently reported on by eMarketer was interesting reading but I believe somewhat distorted if we are looking at blogging from a business point of view.

One element that I was surprised at was the fact that the report stated that only some 20% of blog traffic comes from Search Engines (blog specific or otherwise). In my own case, across the blogs that I manage, the split is nearer to 50% which either means that either:

  • I am doing something right; or

  • I’m missing out on attracting even more readers of my blog; or,

  • the report is skewed in some way.

I think that the truth lies somewhere as a mix of all three.

I get the impression that the way that Vizu ran the survey meant that the questionnaires were primarily on personal blogs in which case the figures make more sense. Recommendations from other bloggers are important when it comes to personal blogs – they are also very important on business blogs but, since business blogs should be very focused in terms of content, they also attract readers through Search Engines as people carry out product research or are looking for specific information sources.

You do of course have the added element that there is no reason why the unitiated should have any idea that they are on a blog. A blog is a website with special characteristics after all and the people who arrive there via Search Engines are simply looking for the specific information that they contain rather than a site which is a blog or is not a blog or contains a blog or … well, you get the picture.

So will the Vizu report make me change my focus in terms of marketing my business blog? No. I believe that people will continue to use Search Engines and will continue to focus on finding the information they want rather than worrying if it is on a blog, website, forum etc. However, at the same time I will be looking to encourage readers to refer to my blogs either directly or via social networking and social bookmarking sites.

Of course, the only way to do that is to try to continue to write posts which are worth recommending.

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