Ranking High in Search Engines through Blogging.

Agilent Technologies:
Colin Warwick handles marketing for Agilent Technologies‟ high speed digital design & simulation tools. Although his company represents a relatively small market, Colin noticed that Agilent wasn‟t ranking high enough in Google for a very desired keyword—“signal integrity.” Colin set on fixing this through blogging.
“Prior to starting my blog, the company products page was ranked number 44 on Google,” Colin said in an interview with David Meerman Scott. He decided to fix this by starting an industry blog that targets the specific keyword. He made the blog domain consistent with his web page titles and with the content he was introducing in the posts. That helped search engines understand what his web pages are all about.

He also maintained the blog in accordance with guidelines provided by executives at Agilent: the blog couldn‟t have been maintained by the IT department (that is why it lives on a separate domain), the Agilent terms of service and privacy policy had to be clearly stated, and a copyright notice was also necessary. Working within this framework, Colin achieved great results. 
“While the competitors show their brochures, we have a valuable blog. It helps a great deal to have such valuable information, both for search engine results and in the selling process,” he said. Not only has this helped the company to rank high in search engines, but it has also strengthened the sales process. It lets Colin add quick posts, make changes and generate authentic conversations. “Having a blog allows me to be spontaneous. For example, I can put diagrams up very quickly and let people know valuable information. If we needed to put content on the corporate site, it would take 3 days. With the blog I can get into a conversation in just five minutes,” he shared. 
Now Colin‟s blog ranks on the first page of Google for the desired phrase “signal integrity.” Not only did Colin use blogging as a great SEO tool, but he was also able to leverage it for tons of PR opportunities and networking. “Trade magazine journalists read the blog and they include links to it in their blog rolls and I am making great web connections,” he said. “For example, I asked Paul Rako, an important journalist at EDN, to moderate a panel for me and he did because he knows me from the blog.”

Marketing takeaway:
Blogging has become an indispensable element of every business site. If you want to rank high in search engines for specific industry terms, you will need to take on blogging and focus on long-tail keywords.