Tuesday, April 17, 2012

Corporate blogging: second-degree SEO

Building up authority with search engines is no small task. It will take some time, and until then, you’ll be fighting for every pageview you can get. Of course, it all pays off in the end, when your long-tail content spikes in value, and traffic comes rolling in. You don’t want to wait, though, and I don’t blame you. So, let’s take a quick look at a way to effectively get the results of SEO in the near term while actually building a strong foundation for the future. You need to start syndicating your content.


About content syndication 

Content syndication, in the corporate blogging world, is part PR and part content marketing. You want to produce content that will be relevant for other sites – and you want it to resonate with your target market among their visitors. At the same time, you need to make the case to other sites that your content is worth carrying. In the end, you’re content will be published in multiple places, hopefully on sites that get more traffic … and you get more bang for your buck.

Give it away 

It may seem nuts to give your content away. After all, why would someone come to your site? Aren’t they seeing everything you’re syndicating elsewhere?

Well, here’s the trick: put links inside your syndicated posts (on your own blog, so they will also appear on the sites to which you syndicate), so that visitors to syndicated content can click back to your blog. It works. People will click through to your blog, and if they like what they see, they’ll click around more – and maybe even register for your newsletter!

Immediate benefits 

In the early days of a corporate blogging initiative, every pageview constitutes a small triumph. You earn every single click you get. Over time, when the search engines kick in, it becomes easier to attract traffic. At first, however, it’s grueling, and your morale will suffer (in my case, severely). Content syndication can help take the sting out of the waiting game. You’ll get visitors clicking through to your blog from the site to which you syndicate.

And, you can take advantage of your target’s search engine visibility. Syndicate to a site or blog that has been around for a while, and it will probably have attained a solid page rank on Google. So, even if the search engine doesn’t see your content on your site, it will see your content at the syndication target. And, your target market will too. They’ll find you on someone else’s site, but at least they’ll find you!

This second-degree SEO – placing your content on a high-value site – will have a similar net effect to attaining a high page rank for your own blog, and it will drive incremental gains while you work on your own blog’s page rank.

Google News benefits 

Google News is getting pickier about the content it accepts. Several years ago, I had no problems getting a corporate blog approved as a news source. Today, though, it just isn’t happening. The good news is that the site to which you’re syndicating may be an approved source for Google News already. You’ll get this additional benefit when you syndicate. Through the syndication target, your content will pop in Google News, pushing your brand and pulling people, through the syndication site, to your corporate blog.

SEO benefits 

The syndication relationship, in addition to the near-term benefits above, is also likely to be one of the first links back to your corporate blog. This provides some serious SEO value, and it will help you attract your target market directly to your own blog.

Register now for email updates >>

Photo: Search Engine People Blog via Flickr

No comments:

Post a Comment