Chris Baggott's Guide to Blogging

Another person who I'm a big fan of is Rand Fishkin. I follow his blog daily and always appreciate his terrific insight.

Last week he posted on a conversation the had with a web analytics company called Enquisite.

"Enquisite is a web analytics company that focuses on search. They track search traffic to more than 5,000 sites, including SEOmoz (the rest of their client database is private), and record millions of search engine click referrals every day. From this information, they can see some amazing statistics, including:

For every 1 click on a paid search result, the organic results generate 8.5 clicks (this is on a keyword parity basis, not counting those search results that have no paid ads)"

Clearly investing in Organic Search is a great investment. As a company blogger, this should be huge for you. A key Corporate Blogging Strategy is to measure your ROI around search engine optimization. Why? because that's where most of the action is on a search engine results page. According to this data 85% of all clicks happen in the organic side.

Targeted blogging can help you reach out across many of the keywords you also buy. By leveraging a multi-user blog software platform you can follow the advice of Groundswell Co-author, Josh Bernoff and leverage your employees to tell those customer stories that are most trusted, and help drive relevant traffic.