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CHRIS BEHAN SOCIAL MEDIA babm.com/socialmedia


Chris Behan is the President of Socius Marketing, Inc., Tampa’s top- ranked search engine optimization company, that provides Internet marketing services to small, medium, and large businesses. With offices in Tampa and Atlanta and clients across the country, Socius Marketing is one of the largest and fastest-growing online lead generation firms in the United States. Chris can be reached at chris@sociusmarketing.com or 813.282.8300.


30 | APRIL/MAY/JUNE 2012 5 REASONS


Why Blogging May Be A Waste of Time, Money, and Effort


I know that many of you have been told to blog by Internet marketing companies and “expert” speakers, and some of you may even be paying a firm to blog on your behalf, but let me ask you a very simple question. How many of you, when searching for a product or service online, want to read a blog about it, as opposed to a well-written, informative page that describes the specific product or service for which you’ve been looking?


This article will expose the fundamental problems your company will face if your primary Internet marketing program is wrapped around a blog. But first, it will be helpful to explain the genesis of the problem and why the overuse of blogs is so prevalent.


Let’s start with the root cause of the problem. Internet marketing firms know that you must have original, readable content on your website for it to rank highly on the organic, or free, side of search engines like Google. Useful, original content is the primary ranking variable for all search engines, and this simple, well-established fact is often the origin of the “blog problem.”


Knowing that you need readable, optimized content for your website, but lacking the resources to create content and then easily implement it on your existing website, many Internet marketing firms simply add a blog to your website and tell you to start writing. This means people have started blogging about everything from plumbing to payroll services. But if I have a broken pipe flooding my house, do you really think I want to read a blog about how bad a situation it might be, or how much of a mess it might cause? No, I want a plumber to come and turn off the water and fix the pipe!


The following are five reasons why you may want to reconsider blogging, or not optimizing your website through blogging efforts alone.


Blogs don’t rank consistently – This is obviously a deal-breaker if you are actually trying to get traffic to your website. But don’t take my word for it; start conducting some searches in Google for your favorite products and services and see how many blogs rank on the first page. You are going to be hard-pressed to find even one highly ranking blog.


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