Hindsight is 20-20. Knowing what I know now after blogging on this domain for 5 years (to the day, actually!) if I could go back and do it over I would have incorporated this blog as part of my company website and not as its own domain. Here’s why:
Blogs on separate domains can’t piggyback on the trust of your website.
When I launched this blog the search engines treated it as a brand new website, meaning it had a trust factor of zero. After five years and a massive, ongoing link building campaign the search engines have learned to trust this domain so new posts get indexed fairly quickly. When it was a new blog I didn’t have that luxury. If you are considering launching a business blog, incorporating it into your website as mywebsite.com/blog as opposed to a separate domain means that your blog posts get to piggyback on the domain authority of your company website. They are more likely to get indexed and ranking for related keywords faster because the search engines just see it as another page of content on your trusted site, not as a page on a new site.
Blogs on separate domains need their own SEO and link building strategies.
If you are going to launch your business blog on a separate domain you have to treat it like a regular website. This means writing Meta descriptions, unique title tags, optimizing the blog posts and all the other components of successful onsite SEO. You want your blog to be as “SEO friendly” as possible so that it can rank in the SERP for your most important keywords, increasing your overall online presence. This also means that you have to build a separate link building strategy for your business blog, in addition to the link building you are doing for your company website. While cross linking between your company website and business blog is vital, your blog is going to need a solid link portfolio of its own in order to do well in the search engines.
Blogs on separate domains keep readers one step away from your website.
The overriding goal of SEO is to drive more targeted visitors to your website. In my opinion, a business blog is one of the most valuable SEO tools a website has. Each blog post can rank in the search engines, increasing your overall brand presence and creating another touch point to connect with your target audience. They also help build your authority as an industry expert and fuel your social media marketing efforts. But blogs on a separate domain keep readers an extra click away from your website. When you build your blog into your site readers can easily navigate from the blog post to any internal page of your site, especially when you keep the blog design the same as your website (just look at the Brick Marketing Blog). When your blog is on a separate domain, even if it is well branded and has lots of internal linking with your website, you are asking readers to make the extra step from blog to website. You could potentially miss out on a lot of traffic.