I have to describe what blogging is and why people should do it in less than 300 words. This is what I’ve come up with, can anyone do better?


A “Web Log,” or Blog is, in essence an online diary. At the last count there were 71,000,000 and counting in existence. The influence of blogs and the technology that has stemmed from them is incredible. Across a broad range of sectors from technology to the automotive industry and politics, blogs are amongst the most influential voices in the industry.

How did this happen, and why does it affect business? It happened because of search engines and it affects business because blogs and the resultant technology involve millions and millions of people.

Blogs are very search engine friendly. Search engines look for new content. Blogs, by their nature are updated regularly, the most influential ones are often updated more than once a day. Search engines also like to provide authoritative results and they do this by measuring the number of people who have provided links to a particular website, think of a link as a recommendation – the more recommendations a site has the more a search engine wants to put it at the top of the listings. Blogs regularly link to each other’s content and so generate many more than a standard website would generate.

It affects business for two main reasons; some blogs are very influential, if they talk about a business millions of people read it. The second reason is less obvious. As more and more people gain access to the internet, the use of search engines to find news is increasing rapidly. Blogs, being so search engine friendly, are often returned in the top page of search engine results and so take on greater importance.

This is by no means a comprehensive guide to what is a complicated and subtle subject. If you would like to know more please get in touch and Sam will be quite happy to talk until you fall asleep.