As companies attempt to increase their online presence many are turning to pay-per-click, but one expert says more attention should be focused on search engine optimization (SEO) and blogging.
In an interview with BtoB magazine, Chris Baggott, CEO and founder of Compendium Blogware says that a variety of studies have shown that most of the clicks from a search engine results page go to organic results, and companies that incorporate a blog onto their website can help increase this organic search.
Although there has been a lot of attention on the community-building and engagement that a corporate blog can create, says Baggott, he believes these blogs can also be part of a good search engine marketing (SEM) campaign.
"The vast majority of business blog readers are first-time visitors, and most of these people find the blogs through search," he said. "Once this reality is embraced by the organization, blogs can get a new focus and renewed energy [with an emphasis on SEO]."
Blogging is a growing trend in the business world and earlier this year the 2009 Digital Outlook Report from Razorfish predicted that C-level employees would embrace the world of blogging and social networking in 2009.