Blogging tool helps Bluelock improve SEO strategy

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Challenge: Infrastructure-as-a-service company Bluelock provides cloud computing services—leasing servers, routers, firewalls and network switches—to designers and developers of software-as-a-service. The nearly 3-year-old, Indianapolis-based company has 80 clients and is growing more than 300% a year.

Still, as a relatively new company in a growing industry, Bluelock has had some serious challenges related to its marketing strategy.

“Originally, our overall marketing goals were to build a brand and establish a national foothold,” said Brian Wolff, Bluelock’s VP-sales and marketing. “Part of that was and is convincing people to trust us and put their data on servers somewhere else, and when we started, SaaS [software as a service] was still emerging. And we needed to do all that on a shoestring budget.” The company is trying to expand nationally on a small marketing budget, he added.

Solution: After assessing the marketing options available, Bluelock chose search marketing as a primary vehicle, with organic search its main thrust. Succeeding in the organic search arena lets Bluelock compete against competitors that can afford paid search placements, Wolff said.

“If someone searches for ‘cloud computing,’ that’s hard to win if you’re bidding on the term, but if your results turn up at the top of an organic search alongside those paid companies it gives your brand a lift,” he said. In order to achieve that, Wolff wanted a way to add more content to the site—and keep adding it on a day-to-day basis.

This past September, Bluelock chose Compendium Blogware, a corporate blogging software provider, to augment its organic search work and help boost its search engine visibility.

Compendium’s software helps promote the 15 keyword phrases and related blogs that Bluelock has identified as important to its marketing strategy. The software helps the company create and populate new pages on its Web site with those specific words.

“Compendium helps me focus on more ways that I can be clever and exploit connections to our phrases that aren’t as obvious,” Wolff said. “We’re using it to win long-tail searches and win on multiple levels.”

The software also makes it easier for nonwriters to get up to speed writing blogs and turns a single blog post into multiple blog pages, each with content and a URL that is unique to a search engine, he said.

“We can write once and populate [the blogs] four or five times,” Wolf said.

Results:Today, traffic from organic search is “growing steadily,” Wolff said.

For example, during the past 60 days, Bluelock has received 64 visits from the keyword phrase “advantages of cloud computing.” Prior to working with Compendium’s software, it received no visits from that search term. Wolff said the lift came from both the seeding effect as well as the help Compendium gives the company’s bloggers.

“People think blogging is easy, but it’s not,” he said, adding, “You need to say what you need to say in a way that’s good as well as polished. When a software can do that and make it appear in multiple pages, it’s just tremendous.”

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