CEO blogs used to be all the rage within the business blogging community. Remember when we’d hear blog consultants gush about CEOs who dared to blog with transparency and authenticity. I rarely hear much talk about CEO bloggers anymore. Do you?

Remember Jonathan Schwartz? He was the poster child of blogging CEOs, the now former (as of February 3rd) CEO of Sun Microsystems. All you could hear was crickets on Jonathan’s blog from May of last year until finally Jonathan’s farewell post on January 27. Clearly he had a few things going on; Oracle was in the process of acquiring Sun. When you’re selling your company that is pretty much all that occupies your mind. I know that first-hand, as I’m happy to say my company (Netconcepts) was acquired by Covario last month.

The thing that most struck me was the name of Jonathan’s new blog. It’s titled “What I Couldn’t Say”. Hmmm. I guess transparency within a corporation only goes so far.

With the economy is in freefall, perhaps the tolerance of various boards of directors for CEO transparency has lessened? Or it could be simply that CEOs are just too busy and blogging isn’t such a priority, now that “blog” isn’t Word of the Year anymore.

Tony Hsieh, CEO of Zappos, is another CEO blogger who was acquired and who we don’t hear from any longer in the blogosphere. His last post was July of last year, and that wasn’t so much of a blog post as it was a copy of a letter that was sent to all the Zappos employees announcing the acquisition by Amazon. Before that, Tony last posted in January 2009.

I’m guilty too. My own “CEO blog” hasn’t seen any activity in over a month — no posts since Covario acquired us. But the reason for my ‘radio silence’ has nothing to do with the acquirer. I may no longer be a President/CEO, but I am still encouraged to keep blogging. The reason I don’t blog frequently is the same one as last year (when I was only posting a few times a month at best): I’m preoccupied running around speaking at conferences all over the U.S., writing for magazines, etc.

Then there are the corporate blogs where the CEO occasionally chimes in with his/her own post. My acquirer, Covario, fits into that group with its “Actionable Insights” blog. Trinity Road, an etailer of religious products like first communion dresses and rosaries, has a corporate blog, but you rarely if ever hear from the CEO on it.

Then there are the CEO blogs where you wonder if it’s actually the CEO who’s blogging because it’s so polished. Steve Spangler the science toys e-tailer, I think fits into that category. If you look at the posts on Steve’s blog you’ll see a gradual evolution to a style that is more and more polished.

Chris Baggott, CEO of the Compendium Blogware, has one of the best CEO blogs out there, in my opinion. It’s full of valuable content, it’s not overly polished, his personality really shines through, and he blogs regularly. It figures though. If any CEO would have that kind of a CEO blog, it would be the CEO of a business blogging software company!

A large number of companies are familiar with the process of starting a blog, but few have experienced the challenges of maintaining and growing a blog for more than a year. Understanding long term benefits is key to sustainable business blogging. One of the most notable benefits of publishing blog content, especially if optimized, is the compliment to search engine optimization efforts.

TopRank’s Online Marketing Blog recently conducted a survey with 326 Corporate, Agency, Small Biz and Independent marketers. Long time readers of Business Blog Consulting understand the SEO value of blogging, however, we wanted to check in with marketers with a variety of blogging experience to see what their experiences have been firsthand.

Key findings:

95% indicated blogs are used as part of their search engine optimization efforts
87.4% successfully increased measurable SEO objectives as a direct result of blogging
90% cited blogging as important, significantly important or a primary SEO tactic

Blogs are started for many reasons ranging from corporate communications in a newsroom format to conversational posts from executives or subject matter experts. When it came to SEO benefits from blogging, the top choices were:

• Creat new optimized content
• Linking from blog posts to optimized web site content
• Attract external links
• Increase crawl rate / frequency
• Community building for content/links promotion
• Content Syndication

The timeframe between starting a blogging effort and seeing results is a very common question for companies considering a blog as part of the marketing and communications mix. In the TopRank survey, respondents reported seeing SEO results fairly quickly:

94% of bloggers reported seeing measurable SEO benefits from blogging within 12 months
54% of respondents start to see SEO benefits from blogging within 3 months

After timeframe to see results, the next most common question about building a case for a corporate blog are the results. Adding a SEO effort to a corporate blog allows companies to increase the outcomes and reach of the content published. The top benefits from blog SEO included:

• Increasing company site traffic
• Increase company leads/sales
• Inbound links
• Referrals from the blog
• Lead generation from the blog
• Improved web site rankings
• Increased blog traffic

Starting a blog purely for SEO reasons will make content sustainability difficult in the long run. A blogging strategy must meet meet other goals as well, especially those that involve engaging customers or interactions with readers. Other success measures from blogging include:

• Increase overall online exposure. They won’t know about you if you don’t say anything, participate
• Contribute to company’s bottom line goals in at least a semi-direct way
• Branding and owning SERPS
• Increase quality of site traffic
• Improve visibility and prominence in search engine results is by far the most important, it’s all about search
• Branding
• Incease visibility and demonstrate the company is “up to date”

Convincing management that a corporate blog or any kind of blog is not always easy. Nor is long term creation of content and promotion. Many of the comments about obstacles to blogging centered around time, resources, measurement and a lack of awareness.

• 67.2% cited resource issues as the most common objection to implementing a blog
• 42% cited content sourcing issues
• 35% didn’t see the benefit of blogging
• Regulated industry or legal issues got in the way for 19.3

Is blogging here to stay? 92% of respondents feel blogging will continue to be an important content optimization and marketing tactic for the next 3+ years.

Read the full results of the Blogging and SEO Survey here along with a large number of comments from respondents on measuring success and SEO applications of blogging. Follow @leeodden on Twitter for more insights into Social SEO and Blogging.

Blogs serve many purposes for companies and individuals alike. As easy to use content management systems, blog software enables companies that are “content challenged” a mechanism to create content for subscribing customers and search engines.

While many companies start blogs with SEO in mind, there are many overzealous claims and exaggerated expectations about what works and what doesn’t.

At MarketingBlog.com we’re currently running a poll with business bloggers to better understand the perceived SEO impact of business blogging and would greatly appreciate 1-2 minutes of your participation: http://bit.ly/6Lr4Xb

Responses will be aggregated early next week and an executive summary will be published here on Business Blog Consulting. Full results will also be available in a Business Blogging and SEO Report.

If you’re a business blogger, please take and share the survey.

To make it easy to share the survey on Twitter, Facebook or FriendFeed, here’s a bit of text to copy/paste:

Take the Biz Blogging and SEO survey: http://bit.ly/6Lr4Xb

One of the great things about using WordPress is that it automatically creates keyword-rich, spider-friendly URLs for your posts (as long as your Permalink settings in the Options tab of the WordPress admin are configured properly). Many times, though, these URLs are TOO keyword-rich. In other words, the URL has too many words in it. That happens if you create a long title to your post, because every word in the title is worked into the URL automatically by WordPress.

But how long is “too long” for a URL? For the answer to this question, I went to the source: Matt Cutts, head of Google’s webspam team. In my interview with Matt Cutts, I asked:

“What is excessive in the length of a keyword-rich URL? We have seen clients use keyword URLs that have 10 to 15 words strung together with hyphens; or blogs - we have seen them even longer there. A typical WordPress blog will use the title of the post as the post slug, unless you defined something different and you can just go on and on and on. Can you give any guidelines or recommendations in that regard?”

Matt answered:

“Certainly. If you can make your title four- or five-words long - and it is pretty natural. If you have got a three, four or five words in your URL, that can be perfectly normal. As it gets a little longer, then it starts to look a little worse. Now, our algorithms typically will just weight those words less and just not give you as much credit.

The thing to be aware of is, ask yourself: “How does this look to a regular user?�? - because if, at any time, somebody comes to your page or, maybe, a competitor does a search and finds 15 words all strung together like variants of the same word, then that does look like spam, and they often will send a spam report. Then somebody will go and check that out.

So, I would not make it a big habit of having tons and tons of words stuffed in there, because there are plenty of places on a page, where you can have relevant words and have them be helpful to users - and not have it come across as keyword stuffing.”

Based on this new information from Matt, you can see that even your blog post slugs have the potential to appear spammy and “keyword stuffed,” which doesn’t look great for your readers and may end up getting flagged as “spam.” So how can you prevent your blog from appearing spammy?

I’d strongly recommend that you curb the length of your URLs. There are a couple of different approaches to this in WordPress:

1. Hand-craft your own “Post Slug” when you are writing the post. To do so, simply type in your desired post slug into the “Post Slug” field found on the right-hand side of the “Write Post” page in the WordPress admin (you probably will have to hit the + sign to see the field). You can mirror your post’s title but drop throwaway words like “the” and “and”. You can take the first four words or so of the title as your slug. Heck, you could even write something totally different that doesn’t resemble your post title.
2. Use a WordPress plugin that will trim your post slugs down to a more manageable size, i.e. to five or six words. There are two plugins to choose from that will accomplish this: the WordPress Slug Trimmer plugin or the Automated SEO Friendly URL plugin.

For more great tips from Matt Cutts, I invite you to listen to my audio interview in MP3 format or read the full transcript. The interview is a little over 30 minutes long, and it has some invaluable advice.

Enjoy, and happy search engine optimized blogging!!!