If you needed a reason to have a blog for your business, the search engine benefits alone would be worth it.
When people ask me for an example of the search engine benefits, I often will point out an old blog post that keeps getting comments and links. If it ranks reasonably high in the search engines, people will find it.
My most recent example is a post I wrote about Donald Trump over two years ago, about his opinion on using trends to make business decisions. The post is over at my friend Eric’s massive Blogcritics site, with thousands and thousands of pages in the site. So you know a search engine is pointing to the post, otherwise, you’d never be able to find it buried in such a massive site.
That post keeps getting comments, and they are among the strangest comments, with people thinking they are writing to Donald Trump. They ask Trump for money. Women throw themselves at him. Kids want to know if he has a Friendster account. It’s the wackiest thing.
Of course, most business blog comments are not so wacky — because, well, most of us are not celebrity millionaires like Donald Trump. Don’t assume the nuts are going to come out of the woodwork on your blog — they won’t.
But you could very well get continuing traffic and inbound links and comments, years later. All for a little time spent writing in a blog.