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1. Set up your WordPress blog.
If you're running a business and want to start building your own authoritative blog, I recommend using a trusted hosting partner like GoDaddy.com. It takes about 10 minutes to set up. Apply for a Linux-hosted account, since WordPress isn't compatible with Windows. Unless you have a unique domain set up for this, I suggest adding the blog as a directory of your domain: your-site.com/name-of-blog-with-keywords. TypePad and the Movable Type blog system are other free services. Blogger.com--Google's platform--is free, and Yahoo! Small Business has a variety of options to select from as well.
2. Add content.
Add a blog post once every week or more to start. Frequency is important to search engines, and users will come to expect regular updates. When you add content, make sure you add the tags and category. Tags and directory structures help show the search engines what your post is about. To get ideas for content, look up article directories EzineArticles.com and GoArticles.com. If you copy the entire text, include the author's bio box and be aware that Google may catch you for duplication of content. A better way is to start with the article ideas, change the content and make comments about the article, while still referencing the original author.
If you have more money than time, have someone from RentACoder.com, Elance.com or Guru.com write it for you. You can also look into private label rights articles, but watch for duplicate content there, too. eBay has a lot of these types of articles available, but try to make them your own. If you're in the B2B arena, you hopefully have good marketing and information-based materials you can reinvigorate for your blog.
3. Manage RSS feeds.
RSS is an easily tracked and managed XML-based file structure that allows compatible web systems to read the data. Get an account with Technorati.com and update them with your site feeds--also known as pinging. You can also use FeedBurner.com and OnlyWire.com to help distribute content and PingOMatic.com and Pingoat.com to alert systems that you've made a new post.
4. Promote your blog.
Always leverage the search engines when you can. Conduct solid keyword research to find out what people are searching for within your niche. Use the Overture search tool and look for longer keyword phrases rather than starting with the most competitive keywords. Include these keywords in the titles of your posts.
If you're active in the online community, visit related forums and other blogs to exchange dialogue and links. Make sure to tag everywhere and try to get a listing on Digg.com, as well as del.icio.us, reddit.com and MySpace.com. Educational content, such as "how to" articles, tend to be very popular.
5. Leverage podcasts and videos.
Podcasts are a simple way to provide more detail and personalization around your company or service. The MP3 format can easily be streamed for listening on the web and from your blog. You can podcast your files and even manage them via iTunes. You also can stream video into your visitors' homes and let them watch it on their Apple TV, a recently announced product.
6. Optimize your WordPress blog.
A blog should be optimized for users, search engines and income, in that order. A professional-looking blog is important. Look for clean sites--a white background works well--at the WordPress Theme Viewer site. Some of the themes are less SEO-friendly than others. Add a form to capture names and e-mails to build your e-mail list. For SEO, change your permalinks to this custom option: /%year%/%monthnum%/%day%/%postname%/ and enable the customizable permalinks. This is a search-engine friendly URL that's commonly used
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