Blogs can be a good way of improving search engine optimisation (SEO) – and there are several key points firms should consider when setting up an online journal.

This is according to Search Engine Watch’s Sage Lewis, who advised companies to host blogs on their own site under the corporate domain name and avoid having to change the address whenever a new blog tool is used.

He highlighted sites such as Blogger and WordPress, which make use of file transfer protocol to allow companies to use external blogging software while hosting posts on their own websites.

Meanwhile, commenting on and writing for other industry blogs can be a good way of publicising the company on the web, while allowing web users to comment on their own blogs could also offer a boost to public image, Mr Lewis said.

"Comments give you more content on your site that you didn’t have to create yourself. Plus, you position yourself as a company that is dedicated to listening to its customers," he remarked.

One other way of taking advantage of blogging is to set up interviews with prominent bloggers within the industry, according to MarketingSherpa.

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