We’ll look at this from a search engine perspective first. Then we’ll talk about other ways that blogging increases your visibility.
Let’s say that the static part of your site has 25 pages that are 1000 words and are optimized to capture one keyword. It’s doing okay in the search engines. Then you realize by looking at your server logs, web stats, or doing some keyword research that you’re getting rank first page for 10 better terms that get more traffic. What do you do?
Alter the pages that exist at your site, and risk losing your positions and the potential to keep climbing?
Or build new pages with relevant content for your visitors, now that you realize they want to hear more on another subject? Knowing that you’d need to manually duplicate this process each time you discover more keywords you want to rank for?
Neither. You start blogging, and capture more of the keywords in that family of phrases. When a new category of terms crops up that you’d like to rank for, you add a new category to your blog, or another weblog, if you have multiple weblog capabilities, and host it on the same server.
How to capture more keywords with blogging? That’s a much longer answer that there isn’t space for here. I go into part of that in the Traffic Edition of Rescue Your Blog.
In the meantime, here’s another piece of the puzzle.
The act of blogging makes it easier for the blogger to link out as well as to link in. Being well-linked can increase your visibility. Linking out well can increase your ability to network. There’s dozens of people who would never get through to me just via email who were able to connect to me because I blog, and vice versa.
Since both of these acts of facilitating more communication are easier on both ends through blogging, they are done more often and happen much faster. You want to find out how Deepak Chopra thinks? Maybe ask him a question? Read his blog and make a comment.
Want to project an image of availability? Blog.
And yes, most people don’t know what a blog is. So what? If they can tell that it’s a web site, and that for some reason, it’s been updated recently, or that they can reach you, that’s the part of the equation that really matters.
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