Monday, November 9, 2009

What Blogging Can Do For You

I love blogging.

I love having a voice on the issues I care about.

I love being part of a community of people with similar ideas and passions.

I love when people respond to my words and ideas.

I also love the fact that blogging has helped me to land my last two jobs and build my professional profile. How? People find me through Search.

If you are still debating the who, what, when and why of blogging for yourself or your organization, check out this paper from Compendium Blogware.

There are lots of reasons to blog, one is to help ensure that people can find you when they're looking for you online. In this paper, Chris Baggott outlines how blogging helps you master this very important marketing skill.
"The key to success in marketing today and marketing in the future is that you need to be found on the search engines." In fact, 44% of all web interactions begin with search. And while billions are spent on Pay Per Click (PPC) and other ad-centric strategies, nearly all of the clicks on search results come from an organic area...It doesn't take much to come to the conclusion that the strongest acquisition strategy in a marketer's arsenal is high rankings in organic search." - Chris Baggott
If all of this is Greek to you. Let me break it down.

Click on the screen shot above. I googled "marketing for nonprofits" and this is what I found.

1. The links in white on the left hand side of the page are "organic search results." These are the links that Google considers most relevant for this keyword search. Google is telling you - "go to these sites, they have information you want."

2. The links in yellow above and on the right hand side of the page are "paid results," i.e. someone has paid money to have their advertisement shown for this keyword. Google is telling you - "go to these sites, these businesses say that they have the information you want."

Get the difference? Good.

Here's the rub, according to Marketing Sherpa Search Benchmark Study, "to say that 99% of people click on organic search results would be an understatement." In other words, organic search is where it's at.

From writing titles for your posts to using keywords judiciously, Baggott's got some great ideas and data on how blogging can help you get found in Search.

I hope you'll check this paper out!

Cheers!

Jocelyn

Note: I'm not endorsing Compendium's software.

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