Business Blogs: Should I Blog On The Company Domain or a New Domain?

Author: Gab Goldenberg

I’ve been asked the question recently in connection to business blogs: Should I blog on the company’s official site/domain name, or should I blog on on a fresh domain name? Each approach has its advantages, but with current search engine algorithms, my advice is to have the blog on the company’s main domain.

Blogging on the main corporate domain

Pros of using your company domain name include:

  • Traffic can go to the blog from the main company site and quickly build up the blog’s authority, share its posts and ideas, and connect to the company through its blogger(s). This assumes you don’t ignore your blog, like Facebook.
  • Links go to the main domain that you’re trying to rank, which is key given the importance Google places on authoritative domains.
  • If your blog links to inner FAQ pages or other things on the same site, the look and feel will be the same; the traffic is less likely to bounce (i.e. leave immediately) upon arrival to the pages you linked to.
  • Centralization if you have multiple company blogs (they can all go on one domain), as opposed to spreading them out over a disparate number of domains.

Cons include:

  • You could get an extra source of “external links” by putting the new blog on a separate domain (and hosting on a different C block of IPs, at least for Google’s algorithms; hat tip Wiep’s link roundup).
  • People may be reluctant to link to a “corporate” blog.
  • If the bloggers become popular enough, they can just leave and blog independently.

Blogging on a fresh new domain

Pros of not using the company site include:

  • An extra source of links to your new site. I say source and note just ‘more links’ because my own experience with my old Montreal SEO site and this one is that after the first couple of links, additional ones aren’t very helpful, unless they’re deeplinks.
  • It’ll be easier to attract links to the blog, though if the blog itself doesn’t convert visitors (either from the links or from the search engines), the value of this may be questionable.
  • You might have a more relaxed graphic design, like being in the company lounge as opposed to the company press conference. This could, in turn, attract links and positive attention from CSS galleries and help enhance your company’s “cool factor” with web designers.

Cons include:

  • More traffic will bounce when it hits the company’s official domain.
  • Traffic won’t transit over from the main site as easily (plus you’ll have more bounces there too), so you won’t have as easy a time spreading the word at first.
  • Links don’t go to the corporate domain, so you won’t build up its authority as easily.
  • Doesn’t scale as well, inherently.

At the end of the day, the domain authority/strength issue is the big differentiator where I’m concerned. If you check out Wiep’s piece on how he had Matt Cutts’ site (about search marketing) rank for one of the most competitive phrases around, you’ll understand what I mean. Matt’s page had a single inbound link whereas players in that space usually have a pyramid of tens of thousands of links backing them up; the ranking was mostly due to his site itself having so many links and being such a trust authority.

Update: Romela of Business Solutions has a good addition in the comments. So does Dave, of Zoekmachine Optimalisatie SEO.

So keep those corporate / company / business blogs on the main company website. If you liked this, get my latest posts by RSS!

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Comments

  1. You might want to include a fourth in your Pro's for corporate domain blogging: 4. You have the chance to rank for more keywords - more pages published in your domain, more keywords you can cover.

    Comment by bizman2008 - May 1, 2008 @ 11:11pm
  2. I agree, blogposts are a good & easy way to target the longtails and rank very fast. Perhaps another thing is that when blogging on your maindomain, you're building trust (expert status) new content, more pages and more PR to 'play with' and it's a great tool to get some feeling / interaction with your visitors and getting more returning visitors. Dave

    Comment by dave - May 3, 2008 @ 11:19pm
  3. Bizman, that's an excellent point, and thankyou for sharing that! Dave, you also bring up a good point. Getting more content around with more pages and PR is also evidently another great benefit. (I'd say it's about domain trust at this point, but I think we're referring to the same effect in the engines, so I'm not too picky on terms.) THer greatest value is for human interaction, as you point out however! Appreciate the intelligent insights folks!

    Comment by Gabriel Goldenberg - May 4, 2008 @ 1:43pm
  4. Thank you for this excellent post. I come across this question all the time and most clients have no rational way to deal with it. Especially in corporate environments, working through the options and weighing the benefits of each can become 50% to 60% of the work. I’m glad to see other people are working through this in a thoughtful way too and not just rushing to the new domain because it is easy

    Comment by Alex John - February 8, 2011 @ 11:22am
  5. Thank you for this excellent post. I come across this question all the time and most clients have no rational way to deal with it. Especially in corporate environments, working through the options and weighing the benefits of each can become 50% to 60% of the work. I’m glad to see other people are working through this in a thoughtful way too and not just rushing to the new domain because it is easy

    Comment by Malaravan A - November 9, 2011 @ 12:31am

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