The first step that a company needs to start working with Digital Marketing is to create a digital presence, even if it is as small as possible. And the simpler and faster to do this is by creating a blog.
A blog has high potential to become a constant active in your digital marketing strategy. Social networks are important, but only a blog is able to focus all content in your domain by ensuring the digital authority to the company’s growth.
Our initial suggestion for those who decided to start a blog is that you should not use an address (URL) Free. Sites such as UOL, WordPress , Blogger, and others have very attractive free service offerings, as well as being simple services to set up and start using.
However, they are not the best options for you to start blogging for your business. Because? Well, we will present three reasons to justify the suggestion:
The first reason is that you want to have total control over what happens within your company. And this extends to her website.
When you use a free domain is restricted to always use that same platform, making it limited to what is offered by it. Any changes you want to do or want to deploy new technology that may become unviable.
The second reason is the imposition of the brand. You agree that a graphic put her logo on your business card? So why should you accept that other brands enter the address of your blog?
In addition, a free address transmits an amateur image, which can damage a very credibility of the blog. For example, at what address would you click?
As you can see, its own address can make a difference to your audience, it becomes a more authentic and professional idea.
The third reason is that opting for a free address, the site of your company does not receive one of the major benefits provided by a blog: better position in Google for important keywords in your business.
When they search for terms related to your blog, your company’s domain will not appear, since your blog is just a subdomain within the free service you will be using (eg http://suaempresa.blog.uol.com. br).
Thus, all external links to your blog will receive authority for that other service, and not to the website of your own company.
In short: If your company already has a website, remember that your blog has to be in the same domain that site. Only then it makes sense to work with the content optimization for search engines.
If your company is starting the blog and also has its own site, another reason not to use a free service relates to your channel of contact with your audience.
With a free domain, in which the host name accompanies the extension, it is impossible to create a friendly and consistent email with your brand.
Answer what looks more professional for you:
If you seek professionalism in your company, one of the key steps is to have a personalized email with your brand, or in this case, with your domain.
Using free addresses is not a scalable business practice for your blog and anytime you will need to migrate. And this migration will result in a very large rework.
The ideal address is a subdomain or subfolder of your company’s domain. Can be “blog.suaempresa.com.br” or “www.suaempresa.com.br/blog”. This format, as well as providing gains SEO for the company, implies that the blog is a part of the site and that there is a company behind it.
To recap, the important thing is that your blog is clearly part of the company domain. So all your efforts in producing interesting content will make Google give to your site due credit.
If you want to learn about some good practices blogs, download our free eBook “How to Create a corporate blog: from theory to practice” .
Post originally published in July 2010 and revised and updated in February 2016.