There are still a lot of companies that want to get to that number one spot on Google for their keyword. Some of them understand that it’s just not that easy, others seem to think it’s magic and should take but a few days or that if you pay enough money for it, you’ll get your name bumped to the front of the line. Today, it can take anywhere from a few weeks to a few months for a web page to gain credibility and to be noticed by search engines. But tomorrow, I can start up a new blog, write some posts with some hot keywords, and they’re available almost instantaneously in the results.
I can’t remember where I saw it, but somewhere out there there is an awesome graph showing different phases in the life cycle of social media. As online social media is hitting the main stream and growth is beginning to level off, corporate blogging is making it’s way from early adopters to a rapid growth phase. Company blogs will change the way we search for products and the results we get. Really, what is the point of coming up with a company webpage for the purpose of search when a blog takes a lot less effort and gets you a lot further in a shorter amount of time (so long as you keep on top of it)?
I think that the companies who are smart today will realize that a blog will get them to the front of the line a lot faster than pouring thousands of dollars into their website and SEO (if done correctly). As more company blogs hit the scene, our search results will be full of their posts rather than their websites (note: I think this is a positive thing. Companies remain in business because they have expertise in whatever it is they’re selling. Blogs with expertise from smart companies will make for more relevant search results with less effort from the user). Their websites will be a home for static information about their products and services that they can then link to for more information. The web will help companies create a kind of virtual tradeshow (Leduc-Nisku Economic Development Authority has been trying to run one for a few years) where their blog is their booth and Twitter (and other social networks) provide the conference attendees walking by. The blog will be poised to draw you in with the latest and greatest. The website will be the company brochure you can then show your boss back at the office when he wants to know what you found out.
So if you’re a company trying to break into the world of search, where’s your blog? And how is your website supporting it?