Category Archives: Online Marketing

Don’t Wing It with SEO and Keywords

Time and time again, I hear about website marketers shooting blind with keywords. Or, more specifically, they wing it with keyword selection.

Picking keywords that sound good and seem relevant is only part of the game. You can aspire to hit the mark along those lines. But what if you rank #31 at the end of the day? What good is that? So what if you chose relevant words?

I've long said that you need to know what your website brings to the table? Is it worthy? Does it rank for anything? Are you doing an overhaul? Will the new design hurt or help rankings? Who is creating the new content? Will it reinforce some themes so the website establishes or builds on its authority?

And that's just the start.

Keep the following in mind while you earnestly think about the choose your keywords:

Keyword selection is a tricky business.

I focus on relevancy and possibly searcher intent words like "firm" or "buy" or "service."

I suggest thinking about these factors and more...… Read more

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When SEO Is a Waste of Money

Let's say you sell a consumer product and it bothers you to no end that you don't rank higher for some keyword phrases.

Ask yourself: how much SEO knowledge do you possess? How often do you use that knowledge? What are your successes?

Let's assume you read about SEO and don't practice it and don't have successes.

You could:

1. Lament that you lack expertise.
2. Complain that you don't rank higher.
3. Pay someone to do it.

My suggestion is that if you hire someone on staff (or a consultant), don't weigh in from your super obvious lack of experience. But ask some questions so you're more informed.

And when the strategies and tactics start rolling in, don't question all of them. If they collide with your messaging, then work out some compromises. Typically, I invent new content that allows me to have some freedom.

What I've found is that some company  marketers put on an SEO hat and fight everything.… Read more

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54 Content Writing Tips and Tools

If you develop content, you might want to check out my updated and expanded guest post at Content Marketing Institute.

"54 Content Writing Examples, Tools, Tips, and Resources" includes practical advice and a wide assortment of ideas and tools you can use to spark creativity and ensure that you're producing first-rate work.

Suggestions include:

  • Focus on actionable content that someone can use in their lives or jobs right away.
  • Write in first-person or second-person.
  • Be careful with humor, which can fall flat for the reader.
  • Use profanity rarely because it can throw off someone who may wonder why the content includes those words.
  • Don’t be so creative that a reader struggles to detect your main point.

content-writing-examples-tools-tips

 

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SEO Page Titles: Learn How You’re Shortchanging Your Online Marketing Potential

Some marketers are too shortsighted when it comes to their SEO page titles.

They make tons of assumptions and mistakes, including what keywords they use (or don't use), where they place the keywords and how many characters they should target.

Get the truth about your options with my new Content Marketing Institute article, "SEO Page Titles: 15-Point Checklist for B2B and B2C Brands."

For years, online marketers and SEO specialists talked about the 72-character limit. Two years ago, Google updated the design of search engine results pages. So the new "rule" became 55-60 characters.

But what does Google say? Absolutely nothing. Does that mean if you write words that fill 75 characters that it's a waste of time? Hardly. Words in an SEO page title do affect search engine rankings. There is nothing magic about that 55th character.

Check out the SEO article.

seo page titles for b2b and b2c brands

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Rise Above Your Knowledge Deficit with Website Development, Online Marketing

Gain knowledge for web development, online marketing

I'm very impressed with an entrepreneur I met last month. She picked the perfect domain, developed a decent website and became an expert in her industry. The information she shares is exceptional. She targets a specific audience.

Great so far.

The problem is that it's a reasonable website - not a great one. Fortunately, she's open to a new design and knows that she needs to improve the Information Architecture.

In other words, she's willing to recognize what she doesn't know and get help with website development and online marketing. She made some good choices with WordPress and sensible plug-ins. Now she's clarifying what skills she has and how she should make the best use of her time while relying on professionals to tackle what she can't handle.

Other entrepreneurs try to pull off everything. They read every book, register for every webinar, attend conferences, etc. Gaining knowledge is fine I guess.… Read more

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