Not a week goes by where I don't - somewhere - make mention of the importance of having a blog installed on your primary domain. See, just having the ability to add content to your Web site without contacting your Web master (if you currently don't have a content management system), is worth the trival five-minute installation alone. And if you think you have the motivation to post entries on a regular basis, even better.

Search engines crave new content - there is no doubt about it. If you are adding three blog posts per week to your site, you are essentially keeping the spiders crawling on a continual basis. By doing this, you are also adding three good pages of content to your domain (excluding tag, category, archive pages - which should be included in your Robots Protocol). Adding these pages beefs up yet another metric used to calculate your position in the SERPs.

What I like to do, when runnning short of creative ideas for blog entries, is to find the latest breaking news for a landmark topic in my related industry. I then sum it up in a meaty post and give my two cents on the exposition. To add more reputability, I'll add on some anchors to external resources, information, etc. The sooner I get this entry out, the sooner I have the chance to have journalists scrape my entry itself or I'll have a better chance of ranking for a soon-to-be popular keyword phrase. This keyword phrase will be the topic of the original news source that will undoubtedly have a great amount of people searching for it when it makes the national news. Even if the queries die out after the original source article loses popularity I'll have gained some pretty impressive visibility in the long run as well.

I seem to write about this on a weekly basis, and I hope there are a few out there who are heeding this advice.

You can read more about this technique at "Marketing This Season's Fad Procedures" where I flesh out the above with a medical-industry-specific example and at "Physician Blogging Revisited: Keeping with the Times" - the formal entry that inspired me to relay this topic on Fast Company.

Jeffrey Olchovy is a Web developer, designer and marketing strategist.