Corporate Blogging For Dummies®

Chapter 9. Writing Content That Drives Search Engine Traffic

In This Chapter

• Attracting Web traffic from search engines

• Writing compelling content that drives search engine traffic

• Adding images and diagrams to convey meaning

• Using formatting and whitespace effectively

• Measuring the effectiveness of your search engine strategy

The majority of companies use analytics packages to evaluate their blogging strategy and make changes. As search engines and social media become more popular, much of your blogs' activity begins off your site and beyond the reach of your analytics solution.

Search engine traffic is a key example of an offsite strategy that can dramatically affect the success of your blogging strategy. Bloggers who pay close attention to search can obtain more than one-half of all traffic from search engines. That's a fantastic acquisition opportunity for your company — and one that cannot be ignored.

Regarding search engine optimization (SEO), some naysayers liken optimization to gaming the system. Not only is this not true in theory, but the search engines continue to provide feedback and assistance to site owners to ensure their content is optimized properly. The better your blog is optimized, the more accurate the search results. This improves the quality of the search engines, their users' experiences, and ultimately gets the right searcher to your blog. The three critical "P's" of marketing are product, pricing, and placement. SEO improves two of those three P's, ensuring that ...