Google's last Algorithm released in October puts emphasis on quality content. Rank, they said, would benefit from constant activity on your domain, but the quality of the activity was also important and Google would be looking to reward industry thought leaders making real contributions to the net, not just churning it out for the sake of appearances.
What to Blog With
If you have a Wordpress site your template probably has a blog page set up in the matching styles of your site. If you're in the market for a HTML site, and HTML is Google preferred, request the creation of a blog page from your developers. It needs to be part of the main navigation. It's best for SEO that the blog be a part of your domain, but while your blog is being knocked up you can create an account at Blogger.com and start blogging. Google is smart enough to work out the blog is a part of your assets and Blogger is a Google product after all, so activity on a Blogger blog will still be of some value and content can be migrated over to your domain blog when its ready. Snap2 SEO can retrofit existing html sites with blogs in the styles of your site if you don't yet have one.
To set up a blog in Blogger you'll need a gmail account to use as your login, so if you haven't already, it's time to create an account with Google Plus. Through Google Plus you'll have access to gmail and YouTube, and a host of other useful tools. Then go to Blogger.com and create a new account using your gmail login.
In the set up of your account with Blogger you'll mention your domain link, but for extra punch, try to create a hyperlink to your domain in the body of your posts. This can be more difficult than you think, because you don't want your content to appear contrived, your goal is quality writing worth reading. When the blog migrates to your domain, this extra hyperlink in your posts won't be necessary.
How Often to Blog
The minimum recommendation for blogging to have an effect on rank is once per week. The more activity you can muster through posts and people liking, sharing and following your posts, the better for rank. The blog page itself will start to rank, so in essence it becomes a landing page for visitors and from your blog they can explore your site easily and make contact with you.
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