You’ve likely read about my recent research project with Chris Baggott, Jay Baer and Debbie Weil into the web analytics of corporate blogs. Our underlying premise is that most corporate blog traffic is not what many social media marketers assume it to be. Our survey results actually found that upwards of 80 percent of traffic on most corporate blogs comes not from your passionate community of fans, but from first-time visitors.

If you subscribe to the notion that you want to serve the needs of the majority of your audience in order to maximize the efficiency of your marketing efforts, this metric shifts the purpose and focus of corporate blogging from engagement and community building to winning search results.

Image representing Compendium Blogware as depi...
Image via CrunchBase

Chris and I will explore the topic in more depth on April 1 with a free webinar. If you’re interested in learning more about our research, what first-time visitors mean to your blogging strategy or even in just arguing the point with us in the webinar discussion, joins us and register for, “Dispelling the Myth of the Repeat Visitor.”

The webinar will take place from 2 p.m. until 3 p.m. ET on April Fool’s Day. But the topic really is no joke. Your audience probably isn’t who you think they are. We hope to help you see that and talk about what strategies you can use to capitalize on that 80 percent rather than under-serving your audience focusing on the 20.

We’ll also cover:

  1. How social media and search engine marketing are impacting today’s marketing tactics
  2. How companies can align social media strategies to turn visitors into prospects
  3. Why blogging should be the hub of your social media tactics
  4. How to measure and profit from social media and search engine marketing

For more on the survey, check out Marketing Profs coverage of our results. You can also register and download an interesting white paper, also from Compendium Blogware, entitled, “Why Blogging Is Your No. 1 Search Marketing Tool.”

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About Jason Falls

Jason Falls

Jason Falls is the founder and chief instigator for Social Media Explorer's blog and signature Explore events. He is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for CafePress, one of the world's largest online retailers. His opinions are his, not necessarily theirs. Follow him on Twitter (@JasonFalls).

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Comments Policy

Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://socialmediamunchies.blogspot.com/ Jake Rosen

    Hey Jason, I'll be tuning in for the webinar. You don't think the lack of returning visitors is more incentive for a blog to enhance engaging components and content? Is that too big an undertaking in your mind? Since about 80% of traffic comes from search anyway, I think it is always good to enhance your search status, but in mind you have to develop something that keeps people there after they've found you.

    I'm definitely interested to hear more about your findings.

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  • cipherex

    The results of your survey are quite interesting. I didn't thought 80% are for the first time on my blog. So I could improve…….

  • http://firstpagegoogleresults.com/ home builders marketing

    well, You've likely read about my recent research project with Chris…

  • http://rhinoseo.com/blog/ Zack

    80%, wow. Good number if you can capitalize on it.

    • http://www.brosix.com/ Brosix

      Agreed. That's higher than I thought.

  • http://lahs99.com/ rososusilo

    “from first-time visitors” it means they will come back to our blog. and that's where we have set up what they want so they can continue to return. I understand now.

  • http://www.firstpagegoogleresults.com/ marketing for home builders

    hi, look at the site I get on the posts it seems that my visitors like my writing.So, …

  • http://www.kingrpg.net/ KINGRPG

    I like that you think. Thank you for share very much.

  • http://roadstories.ca/ boomergirl

    If maximizing SEO is a corp blog's strategy, are its published posts worth reading? I would argue probably not. I can't stand poorly written posts with keywords repeated so many times over that the corps message is lost. Waste of my time and not what I would call a positive way to create awareness of a company's product.

    • http://socialmediaexplorer.com JasonFalls

      If it's not optimized for people first, it's probably not worth reading, but
      optimizing a blog post for search and people isn't a back and white thing.
      You can do both and do them well. It's a matter of balance. If people click
      through to the post and the writing sucks, the topic doesn't deliver on the
      promise or the conversion isn't made, then winning the search term was
      fruitless anyway.

      Keep in mind that optimizing for people first is how you get inbound links,
      which adds to your SEO. You have to have both humans and the spiders
      attention to be successful.

  • http://socialmediaexplorer.com JasonFalls

    If it's not optimized for people first, it's probably not worth reading, but
    optimizing a blog post for search and people isn't a back and white thing.
    You can do both and do them well. It's a matter of balance. If people click
    through to the post and the writing sucks, the topic doesn't deliver on the
    promise or the conversion isn't made, then winning the search term was
    fruitless anyway.

    Keep in mind that optimizing for people first is how you get inbound links,
    which adds to your SEO. You have to have both humans and the spiders
    attention to be successful.

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  • http://www.blogcatalog.com/user/SEOP SEOP

    I never really saw it that way. Repeat visitors really are very important. Thanks for sharing.

  • http://www.blogcatalog.com/user/SEOP SEOP

    I never really saw it that way. Repeat visitors really are very important. Thanks for sharing.

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