A blog is like the marketing wing of your web site.  It is a great tool to push out excellent content that eventually finds its way into the Google index.   The more of your content gets indexed, the more organic search traffic is going to find its way onto your site.  Your blog earns you web real estate and gets you equity in a global online market.  This way, with every bit of content you produce, you are creating your own little corner of the web – your own network.

However, a blog is also a tool for building an audience.  It’s like a dynamic online resume that is constantly providing value and ever adapting to your audience’s needs.  For a business to be successful, you are going to need a healthy client base.  A blog keeps keep your clients, customers and subscribers in the loop by consistently offering them free, valuable information.

Blog Strategy

Here’s the kicker: you are not going to be getting enough organic search traffic in the first 6 months to 2 years of your site’s existence to even be worth writing home about!  This turns off many would-be bloggers from getting in; they are intimidated by the sheer amount of time and work required for success.

Yet, there is another side to the coin.  Guess what?  You don’t even really need organic traffic to start achieving success in the early period.  When your blog is up, you just need to direct people to it.  A little here, a little there.  Encourage them to sign up when you can.  In the beginning, gaining an audience is more important than selling to an audience.  A good business needs faithful followers, and you must earn this with your dedication.

Get a business card, and put your blog on it.  In fact, your blog, in the early stages, is a type of online business card.    Use a blog, your dynamic online resume/business card, to your advantage, whatever the industry you are in.

Early Priorities

People first – Google bots second.  What people tend to forget is that Google a human network.  There is a type of innate intelligence in the system that is able to distinguish between quality and spam.  There is no use gaming this type of system.  It’s been done too many times before, Google is aware of how to stop it and it doesn’t really get you great results anyway.

Write to the people, let Google find you later.

Truth be told, there really isn’t much to tell about SEO.  Yes, there are certain practice guidelines that Google offers webmasters, and there are also common, passed around SEO norms spoken amongst enthusiasts.  But the reality is, the only thing you ever need to know about SEO is that excellent content and faith in the network will eventually get your site recognized.  If you give up too soon, you’re snuffed;  Google needs to gain trust in your site before they index more of its content.

In the early stages of your blog, it’s like shouting in an echo chamber.  You’re putting a ton of work in, and all you hear are crickets.  This is a phase that will pass.  Keep marketing in multiple avenues, but don’t forget about your blog.  Try to put out a post once per week.  If you’re really pressed for time, once per month will be sufficient.


If you are neglecting the world wide web in your marketing efforts, you are, in effect, keeping your head under a proverbial rock.  This is the era when anyone can get recognized – you just have to be persistent!  Let your blog be the vehicle.

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