OK, forgive the obvious reference to Hamlet 3.1, moving on. I sit in meetings where the issue of whether a portal needs a blog, and yes, I am talking about property portals here (you know who you are). Let me tell you what I say in those meeting.
“Each blog entry you add to your site is an opportunity to get a new page indexed by Google, have it ranked for a new keyword, and generate traffic to your site.”
Now here is how to Blog:
How often should you blog? I say no less than once a day.
Why so much? That is the wrong question, you should be asking “why so little?” It’s free indexing. Now get out there and blog people.