Blogging can help firms achieve high organic search results within a short period of time, it has been suggested.
Industry commentator Ambar Shrivastava, writing for MediaPost’s Search Insider publication, noted that regular corporate blogging can lead to high search results as the portals are looking for pages which are often updated.
Furthermore, it can be a cheaper way of trialing the benefits of search engine optimization (SEO) without committing to changing the website or providing a budget for pay-per-click advertising, she noted.
"Since everyone competes on the most popular words, try blogging about slightly less-competitive topics, so your site has the ability to rank for those terms," Ms Shrivastava advised.
Recently, Chris Baggott, co-founder of software manufacturer Compendium Blogware, remarked that blogging offers smaller businesses many opportunities for expanding their marketing efforts.
A successful campaign can have positive SEO effects and improve customer acquisition, he stated.
Mr Baggott added that blogging provides organizations with a human voice which consumers can find appealing.
