So you are ready to plunge your business into the world of blogging and find yourself asking the following questions: Should I blog on my official site/domain name, or should I start my blog on a new, completely separate domain name? What are the pros and cons for blogging on a main site vs a completely separate domain altogether? Each approach does have its advantages so let’s take a closer look.
First, think about the purpose of a blog:
- To quickly and easily publish content that adds to the main domain
- To generate incoming links to both the blog and to the main domain
- To let readers easily obtain information and hold their attention
- Traffic can be sent over to the blog from the main company site and quickly build up the blog’s credibility, share its posts and ideas, and connect to the company through its bloggers.
- Links from your blog go to the main domain that you’re trying to rank (SEO), which is extremely important given the weight 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 upon arrival to the pages you linked to.
- Serves as a central point of communication if you have multiple company blogs (they can all go on one domain), as opposed to spreading them out over different numbers of domains.
- You could get an extra source of “external links” by putting the new blog on a separate domain, at least for Google’s algorithms.
- People may be hesitant to link to a “corporate” blog.
- If the bloggers become popular enough, they can just leave and blog independently.
Blogging on a New Domain:
- An extra source of links to your new site.
- It’ll be easier to attract links to the blog, though if the blog itself doesn’t attract visitors (either from the links or from the search engines), the value of this may be null.
- You might have an opportunity to create a new “feel” like a more relaxed graphic design layout or casual content. If done correctly, you have the chance to attract links and positive attention from viewers. Again, this needs to be done just right or you risk losing credibility as a valid business.
- 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).
- You will need to do double the work to get the word out that you or you business has a new blog. This is a big time consumer.
- Links won’t go to the main domain, so you won’t build up its authority as easily.
- It is quite a huge risk to take considering that most people already know you, your business and web site. Throwing in another site for them to navigate can be confusing, annoying and a down right waste of time.
Let us summarize by saying that based upon our experience with the numerous moving components of the major search engines, our advice is to have the blog exist on the company’s main domain. A blog is supposed to represent the views of your business in a very clear and concise voice; adding a new domain to the mix increases the chances for confusion. So let your readers focus their attention on the real importance of having a blog- the message and not the new domain.