Marry your blog to your website for better results
Whenever I’m discussing the prospect of blogging for a new client, one of the first questions I’m asked by those who don’t already have a blog setup is “should it be on my website?” My answer is always “yes, of course!” That isn’t because I offer blog setup or design services (well, I do coordinate them, when necessary) so that’s not my answer because it means a greater profit for me; it’s because I want my clients to get the best results possible from their blog. Usually, that’s where the discussion about it ends, and since I never get to share the “why”; now seems like a good time.
When I refer to integrating a blog onto your website, I mean setting up your blog so it appears as part of your domain (like this one). The other option is what I usually refer to as a web blog, one that’s not linked to your domain but your blog provider’s. For example, this blog appears as www.blog.waxmarketing.com. Setup as a WordPress web blog it would be waxmarketing.wordpress.com. Sure, you can create a hyperlink from your website to the blog, but that isn’t the best option.
Why? Well, there are a lot of different theories. But, here’s what I’ve learned through experience; by managing blogs for clients, simply discussing the issue with blog readers, and from SEO understanding.
1) It’s about perception – as far as I’m concerned, this is a top reason that an integrated blog is a better option. If people feel (even if they physically don’t) like they need to click to an external page to visit your blog from your website or vice versa, they’re just less likely to do it. If it appears as part of the same domain, and/or seamlessly blends into the website with design then people will probably browse through all website pages including the blog.
2) It reinforces your brand – still linked to the idea of perception, having your blog as part of your business’ website, just tells people that yes, your blog is relevant to your business and that you’re proud to attach it to your brand name
3) It’s good for SEO – without going into the technical aspects, it helps your SEO strategy because your website gets better rankings. The more pages and content you’ve got on your website, the stronger it becomes. You likely don’t make changes and make additions to your main site frequently, so your blog accomplishes that key strategy
4) You don’t want your blog to outrank your website – if you have your blog separate from your domain, and it’s getting more hits than your site, it will fare better in search engine rankings for relevant queries. Quite simply, you want your main website to be on the radar since that’s how you interest people in your products or services. If you have an integrated blog, your index page will always receive the top hit where your website appears, with the subpages (including the blog) always right below.
Don’t get me wrong; any blog is better than no blog. If you’re only able to setup a web blog, go for it and you will still advance your virtual presence. I can even go as far as to say, there are admittedly, some benefits of using a web blog from a top provider. But you will definitely find that an integrated blog will take you a lot further! To get started, check out this simple WordPress integration tutorial by consultant Jonathan Wold . More information is also available directly from WordPress
Have you chosen to use a web blog or an integrated blog on your business site? Tell us why you made that choice and how it’s working for you!
Tags: Beth Graddon-Hodgson, blogging for business, blogging for small business, how to set up a company blog, integrating blog and website, problogger, professional blogging, Public Relations
June 30th, 2010 at 7:17 am
Absolutely true! One of the best platforms I have found for bringing a web site and blog together is Squarespace. Anyone interested should check them out!
Bob Stanke
June 30th, 2010 at 8:20 am
Good synapsis – there are strong considerations for an off site blog as well…I usually recommend both to suit a couple of different SEO purposes if content can be generated easily. We all know content doesn’t always come easily, however!
June 30th, 2010 at 9:03 am
Steve, curious if the the two blogs have different focuses, or if they share content?
June 30th, 2010 at 10:14 am
Good point, Steve! The more, the better is very true! I guess the clarification in there (which you’ve understood!) for others should be if you’re only willing to invest time and money into one blog. Otherwise, plaster yourself all over the internet, wherever, whenever possible – that’s always a good motto
June 30th, 2010 at 4:01 pm
Blogs are great for new consistent content and frequent updates. I would definitely connect a blog to my site if I could. The Internet is all about visibility and being everywhere possible (as long as the press is good).
June 30th, 2010 at 10:22 pm
ND – curious why you say you can’t get a blog up on your site? I can see you’re focused on providing a directory and resources, but a blog would further add to that! You might just inspire a new post, if you’re comfortable sharing!
July 1st, 2010 at 6:49 am
Beth,
Thanks for reinforcing my decision to move my blog from Blogger to my website.
Do you have any suggestions about how to let readers know when you move your blog location?
I’ve heard about a permanent 301 redirect, I think. Are there clear instructions out on the web about how to do that?
July 1st, 2010 at 12:16 pm
Bonnie, I usually make the blog attached to the site the “official” blog – the one that I want people to read.
The off-site blog like blogger or blogspot, I use as a site that will gain me some links going back to my main site, and I really don’t care if people see it or not, all I am after is the keyword rich anchor text back to my site that Google and the other search engines can follow. I don’t link back to this site from my main site. I reuse content but rewrite it to make it unique-this cuts down on the amount of time/money invested in producing the content.
July 1st, 2010 at 1:59 pm
that makes a ton of sense! watch out Omaha Steve, or I will make you write a guest post for the Wax blog.
Have a great holiday weekend.
July 3rd, 2010 at 11:02 pm
that really is an awesome idea, Omaha Steve! And, to be perfectly honest, one I never considered too thoroughly (mostly due to budgetary concerns of clients who are usually new to the blogging thing when we begin). From an SEO perspective, I second Bonnie’s “that makes tonnes of sense” (I’m Canadian..had to change the spelling) to stregthen your main blog, that would be incredibly effective.
That’s what I’m loving with the engagement on these blog posts; the opportunity to share. Since this is all still relatively new, there are no rules, everything is learned from experience, and it’s very cool to hear the different perspectives. Thanks for contributing to the discussion!!
July 3rd, 2010 at 11:10 pm
Susan – glad to hear it, I’m a big advocate for it (although, something is better than nothing), but for the little to no cost you’d add by moving it to your existing domain, it is so worthwhile.
I’d look at a comprehensive report on Google Analytics or another great stats tool to see just how widespread your blog’s impact has been. Even if it’s minimal but clearly existent, it’s worth using the 301 redirect so you’re not starting your SEO strategy from scratch all over again.
Here’s a basic overview on Google Webmaster tools http://www.google.com/support/webmasters/bin/answer.py?answer=93633
And this one provides more clear instructions http://goginoo.com/web-development/web-hosting/what-is-301-redirect-and-how-to-use-it.html
The only thing you’re missing is how to get to your root directory files for your website, but that depends on the tool you’re using and the format you manage it all in so your web host could probably help you get there if you need it!
Good luck!
July 5th, 2010 at 1:10 pm
Hi!
Great points in the article, and coming up in the comments! Always love to see a good conversation happening beyond just the post.
I personally have my blog right on my website and wouldn’t have it any other way! It definitely looks better having it well integrated, instead of having them click off to another site for your blog, and I just find it easier to have it all in one place, and just have to worry about one site.
July 5th, 2010 at 5:16 pm
Thanks for your comments and kind words. And for tweeting it as well! Please stop back soon!
July 5th, 2010 at 5:22 pm
I prefer having the blog on a sub directory of the main site, rather than a sub domain. Ties them in more and that way all links are pointing to the same domain name, which should help SEO!
July 6th, 2010 at 9:06 am
Wow…lots of great discussion on this topic, one more thing I would like to point out from an SEO standpoint is the construct of the url if you put it on your domain. blog.yourdomain.com and yourdomain.com/blog are 2 different things in Google’s eyes – the first way, as a subdomain gets treated like a completely different web site from your main one, while as a sub folder, in the second example, is treated as part of your main site. You will likely gain more on-site SEO value from setting up your site as a sub-folder as in the second example.
Bonnie – I’d love to do a guest blog post for you sometime!
July 6th, 2010 at 9:20 am
Steve, you’re on! Send it anytime!
Interesting about your URL point. I was told to use the first approach to get better seo for my site. So if you’re trying to get a better result for the site as a whole, is it better to set it up as blog.domain.com?
July 6th, 2010 at 9:51 am
Thanks Bonnie –
Generally, the domain.com/blog is best for SEO. For example, when people link to an interesting post, your site domain.com will reap the benefit. I think the subdomain approach tends to read better in a url for end users but any links to it do not benefit the root domain of domain.com.
July 9th, 2010 at 7:44 am
Thanks for this great post! I agree, having both a blog and a website is better when you combine them together. I started this and already see better results.
July 9th, 2010 at 11:30 am
Good point, Steve, thanks for adding that on! I’ve only ever setup /blog , and it wouldn’t have even dawned on me to mention it because of that. You’re awesome
August 20th, 2010 at 3:32 am
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August 22nd, 2010 at 8:48 am
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October 1st, 2010 at 10:42 pm
Our blog has worked out great in providing expertise as well as being part of the conversation out there. More pages will produce more PR also, which like you said, is great for SEO purposes.
October 26th, 2010 at 8:07 am
Brilliant post and nice discussion guys.
Could anybody recommend a free supplier which allows easy blog and website integration?
November 1st, 2010 at 11:05 am
A good post i now have the insight on the importance of linking my blog to my website. Thanks for the info.
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