Having both a web site and blog makes good sense these days in both a business and SEO sense. One of the difficulties in having the two properties is ensuring you have plenty of content that is unique to each presence. One are that often amuses me is where I see the blog and the web site optimized for the same keywords. Generally speaking, I don’t see any point in competing against your own pages, particularly if you have been smart and hosted each entity on different servers.
Each of your entities, your web site and your blog, should have well planned goals and those goals should complement each other rather compete with each other. A classic example is a business with a web site designed to sell products and a blog that has been designed to promote those products.
Without thinking about the consequences, you will often find blog posts that talk about ‘where to buy’, ‘how to buy’ and similar action type activities. However, if a user searches using one of those search terms, you want them to land on your web site, not your blog. Let’s face it, if they use an action search term, it generally means they want to perform an action.
Your web site should be optimized for all the action type keyword phrases whilst your blog should be optimized for all the informative types of keywords. This creates a clear distinction between the two entities. One is designed to help users by providing information. The other is designed to complete an action such as a sale.
This doesn’t mean you cannot use action keyword phrases in your blog. In fact, all your anchor links should incorporate these action style keyword phrases when it’s appropriate. This should be a part of your keyword optimization program.
Having multiple entities that complement each other is a good tactic in today’s business world for both SEO and marketing. What is important is that each entity does complement the others and that each doesn’t compete for the same sets of keywords. It’s hard enough outranking your competitors without also outranking your own sites.