Brandon Coppernoll Internet marketing, social media, web based strategy and development in Indiana

Building a Web based strategy around search engine marketing

Business blogging has been becoming much more important in a solid Web based strategy. The reason for this is search engines are favoring content that is not only relevant but new and fresh. This fresh content tells search engines that you are actively putting out information to your visitors on a regular basis. This encourages them to send their users to those sites or blogs because they know it is much more likely the visitor gets what they want and will return or spread the word how reliable they are. It becomes the "quid pro quo" relationship between businesses and search engines.

So how do you build a Web based strategy around this information on search engine marketing? The first hurdle is ignoring the urge to "build the perfect Web site." There is no perfect Web site, and there certainly is no perfect blog. These are created and operated by humans. There is no need to put the time into 100 pages worth of content when fresh content is what is important to search engines.

Every blog starts with the same empty slate. There is no content, and if there is there is very little. Then the goal is to try to update that content daily. As the content grows in the blog the search engines (with a little help) begin to take notice of the blog. The reason is the content is new. The content is fresh. Those that are searching for what the content is about may find that content incredibly more viable than the same content written months ago.

In going back to the traditional Web site there is a trap to come up with all the content possible before launch and be sure that the navigation is just right. A Web site needs to operate more like a blog. Build the site with the core information customers are looking for. Over time the goal should be to feed the customer more information they need.

This does not fully substitute some traditional practices of marketing such as word of mouth, advertising, etc., but what this does is give search engines more confidence if the Web site to send their customers (the searcher) to your blog or site.