Webmasters and site owners everywhere are looking for the holy grail of search engine optimization. They’re looking for that one thing they can do to get top rankings in the search engines. They want SEO to be easy. They don’t want to invest in time-consuming link building, article marketing, social media marketing, or website usability improvements. Worst of all they are still under the assumption that one thing will get them to the top of the search engines – blogging.

Enough websites, business periodicals, and newspapers have written about the benefits of business blogging that business owners and marketing managers with little to no experience with internet marketing have latched onto it as the holy grail of search engine optimization. Those in the business of web development and SEO have not helped matters at all. They continue to push the easy sale of business blogging on every client that walks through their door even though some businesses just have no reason to blog. Other businesses simply have no time to blog. Believe me blogging is time consuming as is often the first thing in our office to get neglected when we get outrageously busy. If you don’t have the time to manage your regular website do you think you will have time to blog as well?

Beyond the question of whether or not your business should have a blog lies the fact that blogging is not the holy grail of search engine optimization. There is no holy grail of SEO. There is no one thing you can invest minimal time in to achieve top rankings. It takes a considerable investment of time, either your own or that of an internet marketing consultant, in all of the items mentioned at the beginning of this article – link building, article marketing, social media marketing, website usability improvements, on-page content optimization and more in order to get top rankings for your chosen keywords.

Many web designers tout blogs as automagically having search engine optimized structure and code. This is a flat out fallacy. On-page optimization is dependent upon the SEO knowledge of the developer and/or designer. I have seen plenty of blogs with horrible on-page optimization. Even prepackaged free templates can suffer from under-optimized structure and leaving the blog engine’s default settings in place is virtually always an SEO killjoy. (Even our blog is not as optimized as it could be. Feel free to comment on it.)

Are we completely against business blogging? Of course not!! If we were, would we have a blog? We know that blogging can be a very powerful tool in any business’s online marketing arsenal. It is a great way to communicate directly and openly with your customers and potential customers. Blogs can give clarity as to what you or your product does and they can help greatly with online reputation management and customer service. They can even help garner good rankings for long tail terms and phrases related to your main keyword list, but it is not the only thing you, as a site owner, should be doing to create a powerful online identity. Most importantly, business blogging is not the holy grail of search engine optimization.

18 Comments

  • I think your key phrase is “Many web designers tout blogs as automagically having search engine optimized structure and code”

    For the most part these folks are working with WordPress and offering a single ‘blog’ for a business.

    However using a SaaS blogging software tool (like Compendium), there are ways that blogging software can dramatically increase SEO traffic.

    This is not to say you don’t ever need SEO experts, but technology is rapidly catching up to help both organizations as well as professional service providers like you get out of the technology mess and focus on content and engagement instead of page building.

    Best,

    Chris Baggott
    CEO
    Compendium Blogware
    compendiumblogware.com

  • Agarta says:

    As you mentioned there is no easy way for glory. You have to work hard for SEO as well. So having a blog is not equal to top rankings hence wordpress seems magically bounded to google somehow… So having a blog seems to be working especially if it is a wordpress.

    Nice story, thanks for the effort.

  • My experience is still limited, but I’ve not seen much benefit from blogs (even WordPress ones) in my business. I’ve seen all the hype and tried some, but with no luck. For me, they rank far behind Adwords and article marketing as far as sales.

  • Rowena says:

    Blogging is not the holy grail of search engine optimization but it is one factor to achieve free traffic to your website. You’re right when you said that we all have to invest time and money for every SEO element so we can achieve success. And blogging is one of them. Thanks for the nice article.

  • Pretty much agree with those sentiments. SEO is a deep and mysterious beast and no one thing achieves it. But WordPress, if done properly with the relevant SEO plugins can help a good performance.

  • Yeah, I agree with you too. WordPress is a lot more reliable right now. Nice Work!

  • […] you posting for your own perceived benefit? Are you blogging to dominate the search results? (See SEO Myth: Blogging Means Top Rankings) Are you adding value or just creating white […]

  • Master says:

    My experience is still limited, but I've not seen much benefit from blogs (even WordPress ones) in my business

  • darekjones says:

    Interesting post. I have stumbled and twittered this for my friends. Hope others find it as interesting as I did.

    Darek from Free ad web service

  • That's really useful – many thanks!

  • RoseClarke says:

    Blogging has been so popular recently that webmasters & site owners feel that blogging is the only way to achieve top rankings. But Search engine optimization, social media marketing, link building, writing articles & blogging is a complete package to achieve & maintain top rankings.

  • Judy says:

    Thanks for the wonderful read. Good that you have done a great deal of home work related to the topic. Keep up the Good Work.

    All the best!
    Judy.

  • Judy says:

    Great article – thanks! You can learn more about web design and the pros and cons of different Websites through our website.

    Regards,
    Judy.

  • hongkongdedicatedservers says:

    Many web designers tout blogs as automagically having search engine optimized structure and code. This is a flat out fallacy. On-page optimization is dependent upon the SEO knowledge of the developer and/or designer.

  • slifer says:

    Well, If you keep to the straight and narrow path of blogging to get your traffic, you are being parochial. To avoid the dreary desert sand of dead habit, you need to keep ever-widening your thought and action. For SEOs as for others, to market your product you need to have a comprehensive package in place

  • bsmotoring says:

    Have you considered blogging as a means of procuring feedback for your company? Other than the SEO benefits whuch must accrue, we have found that there can be a community of loyal readers who can provide essential feedback for our new products

  • hajjumrah says:

    We have found that blogging ensures a loyal readership and a network community that gives instant feedback

  • spacecoast says:

    I think Blogs are an accessory to the comprehensive package which can ensure a high page ranking. Not all by itself, but as a part of the whole.