Blogs allow a firm to control the editorial content of the website. With blogs a firm can utilise an informal, conversational style of writing. Blogs have the added advantage of providing visitors with the opportunity to provide feedback.

When a blog is posted or updated the content management system automatically popular update services that content has been updated. This happens each time a post on the blog is updated. In turn, update services process the message and updates their proprietary indices with the recent update. This results in more frequent visit by search engines and a higher search engine ranking.