Corporate Blogging

There is a really interesting study out right now that compares PPC and Organic Search, including clicks, conversion, and avg. marketer spend.

The long and short of it is this:

Even though organic search is nearly 10x more effective on the click side, marketers are still pouring 10x the amount of cash into PPC (pay per click).

Why? Because PPC is immediate, trackable, and much easier to comprehend than organic search.

Traditionally, the problem with SEO has been that it requires professional services, and a lot of "magic dust sprinkling" if you will in order to get results.

So two things need to happen in order to make the spend on Organic Search correlate to the effectiveness of it:

1. Organic search optimization needs as many elements as possible "softwarized."

Oh wait...Compendium has already done this! At the end of the day, search engines want to present good, fresh, relevant content, and searchers want to find exactly that. Compendium's blogging tools make it possible to write great content once and get the SEO benefit of it across many keyword phrases. In fact, it's a corporate blogging strategy that's similar to PPC.

For point number 2, you'll have to check back tomorrow...

You can get more info about the study at SEOmoz's Rand Fishkin's blog.