You know your organization should be blogging, but maybe you're having trouble convincing other people within your company that it's a good idea. I hear this a lot from prospective clients, which is why I thought I'd share some compelling info and stats to help you build your case.
* Yes, blogs will help your organization show its human side and help you establish one to one relationships early on, but blogs are even more than that. Blogs are the perfect acquisition tool because search engines love them. Keyword-rich content, linking, and age are all big factors when it comes to how search engines rank their organic results, and all of these elements are inherent in blogs. Blogging for SEO placement can't be your end goal, but being present when someone is searching is a great start.
* Why is placement in the organic results so important? Because to say that 99 out of 100 clicks take place in the organic search results is probably an underestimate (MarketingSherpa Search Engine Guide 2008). If you're not in the organic search results, you're missing out on a HUGE audience.
* Also consider the fact that 44% of all web visits begin with a search (Harvard Business Review). More and more, this is how individuals are finding what they are looking for, or solving the problem that they need to solve.
A really exciting stat to wrap this up with is that 50% of Compendium clients' blogs show on page 1 of Google for a related search term. (Our analysis includes clients who have been blogging for 60 days or longer).
Tomorrow I'll be back with more to help you build your blogging case -- but this time, I'll have some points on how to get buy-in for a blogging solution geared specifically towards organizations.
