Your blog should be the centerpiece of a larger initiative, one that engages your target audience in a “human” way, with the goal of creating signals that will aid/support what you’re trying to achieve with SEO.
One mistake i see business make many times is creating posts that consist of self-promotion with little “meat” to entice anyone to engage with the content, much less share the content (in the hopes that you might earn a link or two, or any “viral” activity to the post, whatsoever).
One of the first things you have to consider is what you’re trying to achieve. How you answer the following questions
will guide one of the most important steps that you’ll take when setting up a blog:
What is your target audience?
Are you trying to build thought-leadership for your company/brand?
Are you trying to build a channel to drive deep linking to specific pages of your website?
Are you trying to build depth of content or develop a tool to target “human queries” for your otherwise “corporate” website?
Do you want your blog to be non-branded and/or seen as a unique “unbiased” voice in your industry?
Once you know what your trying to achieve, and your target audience is you need to consider where the blog resides. Should you use a subdirectory, a subdomain, a completely separate domain, or either WordPress or Blogger?
More often than not, I recommend clients set up a blog on a subdirectory. adding fresh content to the root domain is a good thing. I also believe that having an RSS feed of “latest blog posts” to the home page of the website is a good thing. However the deciding factor of choosing where the blog resides is in my opinion, how flexible the platform is that your building your website with.