Along with obvious brand building benefits, blogging and participation on social media platforms will help with any SEO program. Why? Think about cookies. Not web cookies, but the snack. As writer Amit Singhal on the official Google blog described it, “search results, like warm cookies right out of the oven or cool refreshing fruit on a hot summer’s day, are best when they’re fresh. Even if you don’t specify it in your search, you probably want search results that are relevant and recent.”
Regular blog updates, like a good tollhouse cookie recipe, provide signals to Google’s crawling and indexing functions that your website is up to date-and thus more relevant for the user than a site that hasn’t been added to recently. Whether you have a large following of readers or not, posts of varying lengths added to your website on a regular basis will attract the attention of the Google “spiders” almost immediately as they roam the web, looking for the content that matters to consumers.
Besides improving your search rankings, blogging and a strong social media presence also build a voice for your business on the Internet-a development that has direct benefits for SEO as well. More user interaction with your brand (comments on your Facebook post, or consumer retweets, for example) provide invaluable social signals to Google that will help you rank ahead of your competitors.
So start baking and start blogging-and put the results on your company’s Facebook page as well. You may find social media is the most powerful tool you have in any successful online marketing campaign.