"White noise", produced by combining different frequencies, can be used to drown out or mask distracting sounds. Students use white noise machines with headphones to help them concentrate on homework; hotels provide white noise machines to help guests fall asleep. White noise devices are used in psychiatrists’ waiting rooms to protect patents’ privacy.
Bloggers for business need help drowning out all the "noise" created by their competitors. Sleep Well Baby white noise machines, for example, needed to "drown out" the "noise" of 1,599,000 competitive websites made in order to appear on Page 1 of Google (Sleepwellbaby.com ranked #1 on Page 1 the day this post was composed).
In fact, business blogs are favorably positioned to eclipse noise made by both traditional websites and pay-per-click online advertising.
Since search engine algorithms appear to assign "value" (what I like to call "indexing Brownie points") to pages that are frequently updated, traditional websites simply can’t compete with the much more frequently changing content of blogs.
- Keyword phrase use:
A well-designed website page might be very keyword-rich. Still, there’s no way a website can complete with the cumulative use of keyword phrases in blog posts over weeks, months, and years.
The third way (besides blogging and websites) to use search as an acquisition tool is buying "AdWords" in the hopes of ranking among the top results for a percentage of words purchased. (Every time a searcher clicks on your listing, you pay a fee, hence the Pay-per-click name.) According to the Marketing Sherpa Search Marketing Benchmark Study, PPC users typically target as many as a thousand keywords as compared to the couple of dozen bloggers use to win search.
White noise is never noise for its own sake. The real goal in using a white noise machine might be better concentration on homework, better sleep, greater privacy. In much the same way, when bloggers for business use white noise tactics, it’s never for SEO’s own sake. Drowning out competitors’ "white noise" can help business owners and online searchers focus on the conversation at hand, matching up the products and services with precisely the people who need them!