Sub Domain versus Website File
Business Blog Domain Schools of Thought
There are different schools of thought on the subject of your advertorial business blog and having it set up as a file of your website [www.janedoe.com/blog] or as a sub domain [blog.janedoe.com]. Take the discussion with a grain of salt and consider the messengers’ interests, including ours. Never to suggest a blog shouldn’t be standalone, but for the benefit of those committed to a website this may be useful. One belief is that using a file is a better search optimization strategy than using a sub domain. Architecturally speaking, it may make sense; however and when speaking of search optimization, ‘it is certainly NOT that simple.’
Better Search Engine Optimization/ Findability
There’s no proof that one strategy will bring you better search engine findability versus the other. Not when Google is solely interested in being the best conduit to answers it can be. Consider Google’s interest in organizing all the webs information and why it spurs growth in their business. Logic, centered around their need for the most timely information on every single subject, will help to explain why a search engine crawler or spider must be tuned to visit the most active, topic focused and well executed sites more often. Google’s growth depends on it and this demonstrates why it’s really about your content and what’s happening with that content [including execution, continuity, links, views, subscription, etc., etc.]; however and rather than take our word for it, consider that VP of Search Quality Udi Manber Google says, "…surprisingly little is known about ranking at Google. This is entirely our fault, and it is by design. We are, to be honest, quite secretive about what we do. There are two reasons for it: competition and abuse. The goal is always the same: improve the user experience. This is not the main goal, it is the only goal.” Also see Search Engine Indexing, Rank and Content Relevance - how do you get it?
Additionally, a sub domain strategy can offer some great back linking between your blog and website content. Strong links between relevant sites is always a good thing, but either way Google still competitively evaluates your content [not just your blog or your site] in over 200 ways. Like it or not, you have to be consistent, on topic and you have to execute with your content in order to compete… and it takes blogging knowledge. Folks, search engine findability is NO static environment. Google readily admits it changes its content-evaluating-algorithm virtually every day.
Business Blog Technology and Features
And finally, don’t ever underestimate how important it can be to have a tuned and ever- evolving business blog platform that will serve a search engine spider’s most current interests. Proper pinging, meta- tagging, page URL structure and several other important variables including the most recent to come along may just make that incremental difference in your competitive topic relevance and/ or rank 
chris@kineticknowledge.com
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