A subdirectory (e.g., www.yourbiz.com/blog/): This is more semantic, in the sense that
the URL structure reinforces the idea that the blog is an integrated subsection of the
greater site. Having a subdirectory like this would require locally installed software.
THE CORPORATE BLOG
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12. www.dwr.com
A different domain entirely (e.g., www.yourbizblog.com): This presents an opportunity
to brand and market a blog in a completely different direction than the main
corporate site. It does present a discontinuous architecture, however, and unless
executed well, may come off as gimmicky or amateur.
Since the organization of content is largely chronological, the structure may differ from
the rest of the static pages??”instead of www.yourbiz.com/about/contact/, the directory
structure might reflect the actual date of the post, like www.yourbiz.com/blog/
2007/05/22/this-entry-rocks.
Every blog post must have a permanent URL. This is the unique location of the post, established
when the content is first published to accommodate incoming links for the duration
of the blog??™s existence. This permanency prevents link rot. The last thing any business
wants is a first-time visitor landing on a 404 page because the blog entry is no longer
online or has moved to a new location because of flaky URL policy.
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