Business-to-business blogs will obviously differ in style and content but one recent marketing forum highlighted that they often have the same optimisation issues.

Search Engine Land’s Galen DeYoung said that three blogs were examined at the MarketingProfs B2B Forum in Boston to look at ways of improving their search engine optimisation.

All three were found to include full posts on their homepage. This was surprising, he noted, because the key objective is to optimise individual posts and get their URLs indexed.

"You want your traffic to come to posts inside your blog, not the homepage," Mr DeYoung said.

Furthermore, the blogs often incorporate their headline as a title tag. While headers need to be creative and engaging to the reader, they are not always keyword-rich, so writers should consider using a separate, optimised title tag he added.

Sticking with a keyword strategy is also important for meta descriptions, as some search engines will display these in their results.

Last month, Somer Davidson of the University of Minnesota said that blogs are useful tools for online marketers as they are relatively easy to set up and allow brands to update customers on new products or offers in almost real time.

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