Last Wednesday’s blog post discussed the fact that the rise of blended search – which delivers images, video, blog posts, news and other results in addition to traditional web pages — has intensified competition for page one search results. A case in point was cited in the June 2009 issue of Internet Retailer.
GK Elite, the online retailer of gymnastics leotards, was having little luck reaching page one search results for prime keywords, despite their tightly focused product niche. Starting a blog gave them the boost they needed. They subsequently launched 30 blogs, each devoted to a different product area. The blogs paid for themselves within three months, and allowed GK Elite to reduce its paid search budget by 30%.