There are many website owners that simply don’t have the time, resources or finances to run a blog for their business. It could be argued that from a search engine optimization and social perspective they cannot afford not to have a blog – but that is a different argument. Let’s assume they cannot have a blog yet some of the benefits of a blog are appealing. Is there a solution?
For every problem there is a solution if you look hard enough. In this situation, there are numerous solutions. The first and most obvious is to find a blog in your niche and form a partnership. The blog includes posts on your products or services with links to the relevant pages. In return you pay the blog owner a small ‘retainer’ or perhaps a fee for post. Are these paid post products under the Google guidelines? However, if the blog is regularly writing and linking to your site it would be hard for and search engine to include in the same category as most pay per posts.
A second option is to form a relationship with a group of bloggers from within your niche. You could simply pay for advertising space with an agreement to produce related and linked content, or you could provide product samples for review. Again, the word caution springs to mind when it comes to pay per post and possible search engine penalties.
If you are looking for SEO benefits then you are going to need links from these sites. If you are looking for traffic rather than ranking then the use of nofollow in the links will prevent any possible penalties.
There are many opportunities for businesses to partner with existing blogs to further their own SEO programs while providing extra traffic. The future of links as a sign of authority may dwindle, however the relationships built between web sites, blogs and general internet users may be quite valuable into the future.
For those businesses that have toyed with the idea of a blog and shelved it, perhaps a blog partnership could be your first step. It can certainly give a boost to your SEO strategies along with your brand and reputation building strategies. It may well become the next wave in social marketing.