E-commerce: How Ice.com Used Blogs to Increase Natural Search Traffic

One of the biggest Web phenomena in the last few years has been the explosion of Web logs, or blogs. While initially nothing more than online diaries, blogs have emerged as opportunities for merchants to spread awareness about brands and products.

Pinny Gniwisch, vice president and co-founder of online jewelry merchant Ice.com, shared how his company has leveraged blogs to increase search traffic to his Web site at an impromptu question-and-answer session at last month’s eTail conference in Palm Desert, Calif.