Knowing all this, why aren't there more blogs?
Before you say "It's too hard to set up," or "We don't have the resources to keep it up," consider that there are many free blog software packages out there that only take minutes to set up. Then all that you need to do is commit to posting on a regular basis - whether it's daily, weekly or every couple of weeks.
And really, all you do when you post is report on your industry. For example, if yours is a site devoted to home building, why not post about the latest industry news such as new regulations in your area, new techniques being employed, the latest salary reviews and more?
Anything to do with your industry that will help you build your brand is acceptable blogging material.
In fact, I recently helped a client do just such a thing. They sell houseplans online and their concern was like many I've heard, "But what do we write about?" Once I told them to merely report about the industry they were amazed. "That's all we have to do?"
Since then they've been posting 2, 3 even more times every day. Their blog is now referred to by dozens of other builders' sites on the web and their backlink count has increased by a few hundred.
That's the other benefit of blogging - the increase in backlinks. This is one of the most natural ways to build links to your site. Not only that but they are the best type of links - those highly relevant, highly related links the engines look for when determining your link popularity.
No longer do you need to spend hours hunting for links. Now the links can come to you provided the blog content is timely and relevant to your industry.
So before you dismiss blogging as an effective organic search engine positioning strategy, take a look at the most recent State of the Blogosphere and look at just how quickly it's growing. Also consider that while you are dismissing it, your competitors may be considering it or have already implemented an industry blog.
Rob Sullivan is a SEO Consultant and Writer for Textlinkbrokers is a link building company. Please provide a link directly to Textlinkbrokers when syndicating this article.