Juan Tornoe tells the story of how his blog ranked higher than CNN for a search term and how amazing amounts of traffic ended up at his blog, where they followed a link through to CNN. The traffic permanently boosted his normal traffic from that point on.
“Under blog posts, I was pleasantly surprised to see my blog ranked number one. Then, looking closer, I couldn’t believe my eyes. The actual CNN.com site had the #2 and #3 positions behind, you guessed it, my blog. People were searching for the term “cnn.com/uncovering america” and clicking on my blog. Once there, they found a prominent and clear link to the information they were looking for and off they went.”
There’s an important message in this example for those who run a business and have a website, but who have been on the fence about whether a blog would be worth it. Blogs are worth it.