A company blog can be an "amazing" tool for securing higher rankings on search engines like Google but businesses need to understand how these sites work and employ the right planning and resources to make the most of their content, according to Econsultancy editor-in-chief Chris Lake.

His comments come after a survey by Write My Site found that while 62 per cent of small firms have set up a blog to drive traffic to their homepage, 70 per cent say they do not have the time to regularly update it.

But Mr Lake said with a long-term outlook, the right planning and resources, blogs can make a major contribution to a company’s search engine marketing strategy.

In order to make the most of their blog, he added, firms have to consider what its purpose is, what keywords and phrases they want to rank for and what they need to produce to make that happen.

"It’s a long-term game that will reward you massively if you get it right," Mr Lake said.

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