Whether or not a particular blog should be hosted from the main site or on a separate platform is a decision that many businesses wrestle with. There is no one right answer or wrong answer. It usually boils down to cost. Rather than asking which method is right, the question really should be “How do I choose”?
One of the primary factors that should be used to determine from where to host a blog is the content. If the blog will feature only material related to the business, whether that be products or industry news, keeping it onsite makes sense. If, however, the blog will include posts that are unrelated to the line of business, a separate domain is the preferred route.
Nature of Site Content
Sites that by nature have regularly updated content are not as in need of an onsite blog. That contrasts to sites that have little regularly updated content. For these sites, a blog provides an ideal opportunity to generate new material and grab the attention of search crawlers. Every blog post generates a new URL, increasing the number of pages attached to a single site.
Current Site Rank
Businesses that have established web presences and high rankings already without a blog can afford to let their blogs be separate. By doing this, they can enjoy the added benefits of having two domains to rank in the SERPs. Smaller or less well-established companies, however, should avoid this option as it would only confuse crawlers and ultimate compete with the main site in searches. An onsite blog can help to strengthen the primary domain’s ranking.
Whether onsite or offsite, a blog should be considered a standard practice for any business that wants a solid online presence today. Be clear about the focus of the blog and how it will work with your site and you can find the right choice for your business.