The problem?
None of these blogs belonged to the company. Yes, one of their business blogs appeared on the second page, and an obscure page of their website was a few results behind.
It made me think about the very most basic search that we all want to win -- our company name.
Have you Googled your organization lately? You might be surprised at what you find. My guess is that if you're like most companies, your corporate website is getting killed by blogs. They could be beating your website out all together, or they are close behind your website and may surpass it in the near future.
The reason as to why blogs are filtering to the top of the search results is pretty simple - Google is looking for fresh, relevant content to deliver to the searcher. The freshness of the content alone shoots many blogs to the top of the search engine results pages.
So what can you do? Good question. Of course it involves starting your own company blogs. And the benefit to business blogging that takes blogging best practices (such as recency of content) into consideration can help you win lots of searches outside of those that involve your company name, which is exactly what you want.
I've included a screen capture of what comes up when I search Compendium Blogware. I'm actually happy that our website wins this search because it wins on very few terms (while our blogs dominate on terms that do not include our company name). But our blogs are just a few results behind (if I were a Photoshop genius, I'd be able to include this).
Either way, we're the ones telling the story on the most basic searches related to Compendium. Who's telling yours?
