Google owns a website that hosts free blogs at www.blogger.com. On its home page it defines a blog as “a personal diary, a daily pulpit, a collaborative space, a political soapbox, a breaking-news outlet, a collection of links, your own private thoughts, memos to the world.”
Blogger writes, “Your blog is whatever you want it to be. There are millions of them, in all shapes and sizes, and there are no real rules.”
From a search engine optimization (SEO) point of view working with an existing business, Forward Opportunities views a blog as a second website that is used to promote the primary business’ website, as well as the primary business, while communicating to the search engines and its readers that both websites contain important, relevant information demonstrating both websites are authorities for the subject matter being presented.
Forward Opportunities recommends that a blog be used on a daily basis. One conveys that one is an authority on a subject by presenting new, unique information to the public (readers and search engine spiders). The more often one is able to present new information to the public, the more of an authority the search engines will give to the blog. The search engines demonstrate this authority by placing the blog (daily article) with a high page ranking for the Title of the Article (blog).
If one becomes an Internet authority on Marbles by writing a daily blog on the subject, conveying relevant information about marbles to its readers and getting people to comeback to read other blog articles on marbles or subject matter related to marbles (like stores selling marbles), then the search engines will begin to post your blog in the “organic” (free) part of the search pages containing relevant keywords related to specific blog articles.
Once your blog has become an Internet authority for your business subject matter, the opportunity to promote your business via blog is guaranteed. You will also be able to strengthen your business’ website keyword phrases, develop quality outbound links, inbound links, as well as communicate via your blog that the search engines should go visit the main website after you make website changes and insure that the search engine spiders acknowledge those changes.