Data, Intentionality, and a Blog Named “Blog”

Author: Zack Condry

Welcome to Everest Communications’ newly redesigned As a digital communications firm, we have built a team with digital skill sets that include insightfulness, creativity, and analytical reasoning. 

While planning the new site, our team suggested several catchy names for where to post brand-generated content, including case studies and thought leadership. “Insights,” “Base Camp,” and even “Bloggy McBlogface” were all contenders.  

When making a decision, we considered what others sometimes overlook – data and intentionality matter online. As a result, utility triumphed over creativity.

The Data

Search engine optimization (SEO) is an essential consideration for any website. As names go, Blog is uninspired. To prove this point of our unoriginality, let’s turn to the data using some search engine analysis tools. 


It would take roughly 1,391 backlinks (websites that link to our blog) to rank on the first page of the Google search for “blog.”  

Malleability: “super hard.” (The software’s description, not ours.) 


Backlinks to rank on the first page for “insights”: ~183 (86% less than blog

Malleability: “hard.” 

Bloggy McBlogface

Backlinks to rank on the first page for “bloggy mcblogface”: less than 10 (99.3% less than blog

Malleability: “easy.” 

Google Trends tells us the same story, showing search demand for blog is roughly ten times that of insights

Google Trends: blog, insights, & bloggy mcblogface

Intentionality could quickly rank for Bloggy McBlogface, but it has no value.  

We must also think about our goals and what we want our audience to do on the site. 

We want a website that is easy to navigate, aesthetically beautiful, and informative. We want our audience to stay just long enough to build trust and connect with us. The intention is to allow visitors to understand what Everest Communications does and how to reach us. This purpose is where “blog” comes in.  

Our Blog: Blog

“Blog” is universally understood – the reason why ranking in search results is “super hard” – and allows website visitors to find brand-generated content intuitively. 

Your digital communications strategy needs to include goals that are specific and tailored to your company. We aren’t concerned about our blog ranking in Google search, but easy navigation is essential. 

With that: Welcome to the Blog.  

Enjoy and let us know if you want to chat further about the intersection of data and intentionality for you or your brand

Zack Condry, President of Everest Communications, specializes in developing and executing digital communications strategies to help organizations tackle critical public affairs issues, major crises, regulatory obstacles, and reputation management challenges.