The Science of Business Blogs

A reporter asked me the other day, “Does every business need a blog?”

I’ve enlarged my answer:

Every business needs a blog mention.

That is, if that business wants to appear in search engine results.

In The Business Blog To-Do List, I wrote about the art of business blogs and how they create an "It’s-who-you-know" network, developed in the past by word-of-mouth slowly and locally, now developed through online content, quickly and globally.

That was the art of business blogs.  Now here’s the science.

On 8/7/08, I posted a quote from Cory Donovan, Executive Director of the NCTC, about Mailtrust, a division of Rackspace, which had an IPO the following day.  While Donovan’s quote was news, the IPO was not and I linked to a source from Donovan dated 7/25/08.

I searched Google using the term “mailtrust” yesterday, 8/25/08.  Of 157,000 results, Handshake 2.0’s post was listed number 52.  I searched Google Blogs using the same term, “mailtrust.”  Of 434 results, the post was number 5.

The post totaled two phrases and two sentences, 64 words, 344 characters.

The Handshake 2.0 blog launched on 7/28/08.  It’s been in existence not quite one month.

What conclusions might one draw? 

Even a short blog entry from a brand new blog can have search engine results power.

Did the listings result from someone at Google “liking” the story?


According to Introduction to Google Ranking from The Official Google Blog, Amit Singhal writes, “No discussion of Google’s ranking would be complete without asking the common – but misguided! 🙂 – question: ‘Does Google manually edit its results?’ Let me just answer that with our third philosophy: no manual intervention.”

Singhal continues, “The final ordering of the results is decided by our algorithms…”

Algorithms.  That’s the science of business blogs.

Google is a company.  Just as I do not need to know, or to try to figure out, the recipe for Coca-Cola to savor the taste of its product, I do not need to know, or figure out, Google’s algorithms to treasure one of its main products–search results.

But in the world of Web 2.0 business, Google matters.

I have written the blog for business accelerator VT KnowledgeWorks, Inside VT KnowledgeWorks, for three-quarters of a year.  While the blog has many goals, one primary one is to brand the member companies and their entrepreneurial leaders.

From my experience writing Inside VT KnowledgeWorks, and from my on-going research on business blogs, what works best in achieving branding and business results through search engines are these two principles:

  1. New.
  2. A lot.

The more I write about specific VT KnowledgeWorks companies and individuals, and the more often I write about them, the higher those companies and individuals appear in search results.

Why do I think Handshake 2.0’s single post on Mailtrust has the search engine listings that it does, modest as they are?

  1. New.
  2. A lot–of links.

Handshake 2.0’s news on Mailtrust is still relatively new.  (As of this writing, of the top 5 listings on Google Blogs for "mailtrust"–listing Handshake 2.0’s post at 5–2 of the 5 have more recent dates.)

Handshake 2.0 is part of a network of interlinked blogs, each a venture of Handshake Media, Inc., a member company of VT KnowledgeWorks.  In the absence of a lot of posts, a lot of links can do.

According to the American Mathematical Society’s How Google Finds Your Needle in the Web’s Haystack, “…the importance of a page is judged by the number of pages linking to it as well as their importance.”  (The image in this Wikipedia entry may help one visualize this.)

Does every business need a blog?

Every business needs a blog mention.

Handshake 2.0 specializes in the art and science of all things business blog–including blog mentions.

The Art and Science of Business Blogs - It's a Whole Thing
The Business Blog To-Do List

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