The primary reason a corporation would choose to extend or integrate their existing website with a blog is that blogs can be used to directly increase search engine rank and positioning, drive traffic and increase customer satisfaction and sales. Blogs use a type of syndication technology called RSS that allows their information to be automatically distributed to customers via email or RSS readers and other websites and online directories.

Through trackback and pingback features, other websites and blogs can can refer back to articles on a corporate blog and extend the search engine value of the company

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