I remember reading a fair few months ago, according to Technorati;
100,000,000 + blogs have less than 20 in-bound links.
400,000 blogs have more than 20,000 in-bound links.
The top 2,500 bloggers have greater than 100,000 in-bound links.
Maybe I’m naive, this illustrates to me that reaching the top isn’t a monumental task.
Blogs on their own can do very well as a marketing tool. When optimised, socialised, and linked out to other blogs, they’re phenomenal. Basically, if you can optimise content that’s relevant, a good read and adds value, then you’ll get promoted.
Blog Case Study 1: Our Online Marketing Consulting
A senior citizens housing developer. Worked with the developer on a consultancy basis. Strategy was to create a communication channel to target a market that’s less formal than on the corporate website.
Tactically – upgraded the blog, optimised it according to our advice, and reach out to other bloggers in their space. Within a few months, became a top source of traffic to site: rankings went up, visitors increased. Very nominal effort with very tangible results.
Blog Case Study 2: Large SEO Investment
A book and game retailer wanted to generate sales. Many in the buying space are passionate about games and brain teasers. We wanted to create a place for people to play games.
Tactic – created an SEO’d blog, created communities on Facebook, Twitter, Flickr, and Stumbleupon. We mined Twitter data to find out what people are talking about and to friend people based on this research. Result – great top 3 rankings for target keywords.
Did a social promotion for an old style carnival game. Created a flash version, and promoted that via social media.
Results – Many wrote about this game and we create a big spike. There was another spike as a latent effect, people started searching for the game. Traffic and page-views quintupled! Now the blog sell ads in addition to products and generates a very good revenue stream.
Blog Case Study 3: Small Business SEO
An Online Marketing Blog. Strategy – Increase thought leadership – cover tips, thoughts, news and the SEM basics. Goal – Eventually to generate leads. Tactic – create unique content on a regular schedule via relevant SEM subjects, agency insights, etc.
What happened over time? Generated No.1 Keywords, regular readership and brand awareness.
Next Step – Make the blog into a conversion tool for consultancy and create advertising revenue.
Still a slow burner as budget and time are limited, but has great potential and a very important digital asset.
Goals drive content. Automate SEO as much as possible – Socialise – Measure – Refine – Repeat. Make sure you focus on end objectives.