I’m on the road this week, so don’t have as much time for a detailed post, but I came across this post on a panel at SES SJ this week and found it very informative. It is a panel discussion on the importance of business blogging and its relationship to SEO marketing.

You should check out the article, but here is a small sample:

From Amanda Watlington:

It’s all about content

Develop a long term editorial battle plan to maintain quality.  Use your analytics to guide your editorial choices.  Build your keyword list early and revisit it frequently.

Tend your investment – address comments in a timely manner.  Encourage deeper reading by showing “most popular posts” and “related posts.”  Prune the clutter and refresh the look, as needed.  If it’s not adding value, get rid of it.

Good advice. I have been talking with a lot of businesses about the value of blogs and a social media outreach plan. If you are in marketing and you aren’t paying attention to how original content combined with social media is changing the face of PR then your competition will leave you behind.