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October 6th, 2007

Corporate Blogging and SEO

Earlier this month at the MarketingProfs B2B Forum I moderated a panel on B2B blogging. When you get a room full of marketers the conversation will sometimes turn to SEO and of course ROI. Mix the two and you have a lively conversation.

Yes we all know that Google loves blogs, but if your only reason for blogging is SEO, then you’re going to fail. Back in early 2006 I posted about a newspaper that wanted to start community blogging. I told them if the reasons were revenue or page views that things would fail. The primary purpose has to be conversation and community. If you do those two things right (and have your blog properly configured) then SEO and all the other benefits should follow.

During the panel the analogy I used was this:

If your fiance asks you why you love him/her and want to spend the rest of your life with them you shouldn’t say:

A. I’m looking for increased ROI thru shared living expenses.
B. You have a great network of (hot) friends, and partnering with you allows me to position myself favorably with them.

It should first and foremost be about love and compassion (with your fiance).

About the Author
Josh Hallett leads up the Voce Connect Client Services team, managing the care and feeding of clients and developing social media strategies with the rest of the team. You can also read his personal Hyku blog and follow him on Twitter @hyku.

Filed in Blogging, Public Relations, SEO, Social Media

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