Thursday, November 12, 2009
Beyond the "One Blog" Strategy
Think about moving beyond the concept of "A"
blog. At it's most simplistic, a search engine is looking for a page that is focused on one thing....the one that relates most to the keyword or specific topic. I love this statement by Vanessa Fox:
"Relevance means keeping to a topic, helping the search engine understand what your site is about and, ideally, about one thing in particular."
Often, a blog can be confusing to search engines because they can cover so many different aspects of a topic.
For example, I had a blog in my email marketing days called "Email Marketing Best Practices"
and I think I still win that search most of the time today.
Now in that blog I talk about "list building"
almost 200 times. List building was an important keyword for our business...along with about 5000 others.
You will never find this blog on a search for "list building" or any of the other terms we were targeting. That's when it hit me.
My content wasn't organized properly.
If I had a blog titled List Building
and put all my List Building
content on that blog, I would have a significantly better chance of ranking on that term. Because I talked about all aspects of email marketing, the search engine is naturally going to look for an easier page targeting the right keyword and offering more perceived relevance.
Powerful blogging software can solve this problem for you. Think of blogging software that empowers lots of content creation, and organizes that content around the topics....Think of blogging as a target marketing strategy.