You know that you’ve made the company blog a success because more people are sending you tidbits that MUST (they warn you), be blogged about TODAY.

And, with more and more major companies jumping onto the blogging bandwagon, business blogging has become legitimate. There’s less chance that you’ll be referred to as “that idiot with the blog”, so you can stop wearing that hard hat to the office.

Now let’s look at how you can stop defending the blog, and start integrating the blog into the company Web site.

1. Provide links to the blog on your site’s primary pages
Your primary pages are the ones you promote heavily. They could be product pages on a large site, informational pages, or any page that you promote as a destination page on your site.

Use text links. A “visit our blog” link doesn’t provide search engine optimization (SEO) benefits.

2. Link from your blog to your company site
Your blog is either on a sub-domain of your site, or in its own folder on the site, or it may even be on another site altogether if you’re using a hosted blog solution.

It’s important that you provide links to your site from your blog. As your blog’s pages become indexed, you’ll get 99 per cent of your blog’s trafffic from Google and the other search engines. Don’t waste that traffic! Usher your traffic onto your site, where you can get your visitors to take an action which will lead to conversion.

3. Create funnels from your blog to your site
This is the ultimate value-add of your blog. You can begin converting blog traffic to leads for your site. How you manage this depends on the market that you’re in. You’ll probably have to create new paths from your blog through your site.

Analytics help with this, so this is the point at which you start paying attention to how your blog’s visitors reach you, and how you can usher them in to a funnel which will turn some of them into high-value leads.

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