Generally speaking, the Google guys get a lot of grief about the whole "Do No Evil" thing. What's less known is a question they ask for every new development that comes along: "Is it good for the Web?"At Compendium Blogware, we are challenged by this surprisingly often. Is Business Blogging good for the web?
Here is my argument for the affirmative: Good for the web means that the people who use the web (searchers) are happy when they have a Corporate blog show up in a search result. Do they click? What do they find? Do they Bounce or stay? Do they click through? There is no ambiguity...the data tell the story.
Generally speaking we find that Corporate Blogs have very high engagement. I'm reminded of the Newsweek story I blogged on a month or so ago. People are looking for experts. When researching they want authority and a simple path to the answer. Good corporate blogs that leverage real employees are often the best source. Just be honest. There is nothing wrong with enthusiasm and passion. You are allowed to love your product, service...your job...that's what blogging is all about. Just tell the truth.
