I’m no car buff, but that TV commercial really caught my ear. "What do you get when you pit a Ford Escape against a Lexus?" the announcer asked. The answer, unexpected as it was arresting: "Bragging rights."
So I’ll give you one better: What do you get when you pit business blogging against pay-per-click advertising? Bragging rights again. According to Chris Baggott of Compendium Blogware, "There are two basic ways to use search as an acquisition tool" (referring to acquisition of new customers): Pay-Per-Click and Search Engine Optimization."
Pay-Per-Click (PPC) is a form of paid advertising on the Web. (You the business owner bid on keyword phrases. Every time an online searcher clicks on your listing, you pay a fee.) According to the Marketing Sherpa Search Marketing Benchmark Study, marketers using PPC typically target more than 1,000 of these keyword phrases in an attempt to rank among the top results for a dozen out of the 1,000 they’ve selected.
By contrast, blogs need to target only 1-2 dozen total keyword phrases (with the blogging company paying no fee when the sties get "found" and clicked on) to achieve comparable search results.
What if the "Lexus" isn’t a PPC but a website? How do blogs stack up against traditional websites? Since search engines assign value to pages that are frequently updated, traditional website pages simply can’t compete with more frequently changing content on blog pages. While a website page might be very keyword-rich, the cumulative use of keyword phrases over months and years , and over pages and pages of relevant content builds up the kind of "equity" that leaves traditional web pages in the dust. Again, bragging rights for blogs.
As with any tool, blogging for business works only when – and if – it’s used. Good corporate blog posts may earn bragging rights when compared with other marketing tactics, but only if business owners actually keep up the pace. The fact is, few entrepreneurs, even given the help of talented and passionate employees, can spare the time to post relevant, new material with enough consistency and frequency to improve search engine rankings. Often a professional ghost blogger can help those owners earn bragging rights and convert online searchers to new clients and customers!