SEO – Writer Way

Dramatic changes for SEO are only just beginning

I have a client who’s starting a comprehensive website update. Talking with him last night, I realized that he’s still back in the old days when you could win at the search rankings game by conducting SEO analyses of keywords and then stuffing your site with lots of pages with all the right words.

Of course, things have changed. Google continues to tweak its algorithms to give top rankings to sites with rich, organic content that is frequently updated. New products. Blog posts. Links to and from other highly regarded websites. Length of visits to the site. Video. Mobile-friendliness.

You can’t fool Google any longer.

And now there is another search system to take into consideration — this one’s for the proliferation of app content.

photo of Emily Grossman — Emily Grossman, with MobileMoxie, is an applications marketing expert.

A series of articles by Emily Grossman at Search Engine Land (which I found via Moz.com) takes a look at a whole new way of organizing web content — via app. It follows that if the content that people are trying to find online is organized differently (within apps rather than on pages) people are going to need different tools to search for that content.

That’s why Apple (lots of apps) has jumped into search (Google’s game) by creating a search API (application-programming interface) to organize app content for search. Google is hot on the trail with its own API.

Apple’s system is call Apple Search. Users will recognize the front end as Spotlight and Siri. Google, Apple’s system gathers online content using a web crawler (called “Applebot”) that finds and indexes information.

Grossman’s articles are aimed at programmers who are going to write app screens (the corollary of web pages) to be indexed by the Applebot. Thus, these articles are highly technical.

But if you are a content owner who employs programmers to create app screens (as well as web pages) you’ll want to:

Know this is out there, and picking up speed
Start considering your strategies for creating screens that are highly searchable

Have any of you started down this path? I’d love to hear about it.

Effective web content: Rethinking your About page

I’m working with three clients on small-business websites and we’re getting hung up on the About pages.

So I went off and did some research on About pages (specifically for small-business websites). I found several types, each with their own benefits and limitations, and thought the information worth sharing:

The “all facts” page. There’s nothing wrong with an About page that is, essentially, your resume. Facts make prospective clients and partners feel comfortable; facts (about where you went to school, where you worked, your skills, your past projects, a bit about why you do what you do) provide ways to connect your world with their worlds. The danger of an “all facts” page is its dryness. An about page that’s too close to a resume risks making your business look like something you’re doing while hunting for a “real job.” If you use an “all facts” format, try pruning the information to emphasize information that relates specifically to your business.
The “too much information” page. I’m seeing a lot of About pages that make me feel as though I’m trapped at a cocktail party with an enthusiastic nut case. When people go on at length about how passionate, ethical, environmentally aware, and socially conscious they are, I get nervous. In part, it’s because they could be lying through their teeth. I’d rather look at their portfolio and their client list and their testimonials and see that these passions and commitments are evidenced in their work and in the clients and partners they choose to work with. The “too much information” page is often characterized by a regrettable photo of the business owner doing something recreational rather than professional — or, worse, a studio portrait that looks more like a brooding, self-involved artist than a business person.
The “connections and keywords” page. This is a version of the “all facts” page that emphasizes not projects and experience but the business owners’ connections to clients, partners, educational programs, and professional organizations. It reflects the influence of LinkedIn, which uses a format that identifies you by these connections. This is a great framework to which you can add a bit of personality. Again, as with the facts page, you’d do well to give greater emphasis to those connections that have something to do with your business.
The “short and sweet” page. These can be some of the best About pages. Given that most people will spend only a second or two looking at an About page, keeping it short (three sentences, max) vastly increases the chances that a prospective customer will actually read what you have to say about your business. If you say something that is genuine and moderately engaging, you’ll have achieved a huge win. Of course, there are a few About pages that try so hard to be cryptic, provocative, and clever with their brevity that they leave visitors scratching their heads.
The “story” page. Storytelling was all the rage in online communication two or three years ago. I’m finding that, like many online communications fads, storytelling is rapidly losing its patina. That’s because so many people have abused it. They’re abusing it by telling stories that are inappropriate, boring, or pure fantasy. If you are determined to use the About page for your business website to tell your story, make sure there is a real story to tell. It should have information about who did what, when, where, and why. And make sure the story is about the business at least as much as it is about you. Most importantly, focus on what you’ve done, not on what you intend to do. You want to sound like a solid business person, not a dreamer.

Here’s are some observations by marketing communications experts on effective About pages and why business owners have such difficulty writing them:

What About…Me?

So…what type of “About” page did I use for WriterWay?

#3, the “connections and keywords” page.

Most of my business comes through referrals. I find that nearly every prospect who contacts me makes a reference to some client or organization they saw mentioned in the top third of my About page. We then go on to discuss that common connection.

People never mention any of the weirder stuff I have near the end of my About page, so my guess is that they aren’t reading it — I’ve got too much stuff on the page. (See “short and sweet,” above.)

Dancing with your audience — thoughts on social media

Social media in 2015 has moved beyond story telling to become an interactive public performance with a variety of audiences.

Last night I spoke about social media to the folks in the PR Certificate Program at the University of Washington. This is the 7th year I’ve done a presentation for them, and it never fails to astonish me how much the field of social media changes from year to year.

(This year’s presentation: Dancing with your Audience – UW – 2015)

The options for social media have become so complex, the tools for managing a social media program so sophisticated, and the demands on communicators so great, that it’s difficult to cover it all.

From talking with the students, many of whom are already working the field, I came away with the impression that organizations are overwhelmed. While companies realize that it’s now essential to have a social media plan and a social media program, they are vastly underestimating the resources required to execute even a basic social media program. (They are also overestimating what social media programs can accomplish, often regarding them as a magic solution to problems rooted in inadequate branding or poor customer service — but that’s another story.)

Organizations that are doing a good basic job of communication (branding, publications, website, etc.) are well positioned to undertake social media work. But if they don’t allocate the resources required to listen as well as talk, they’re headed for big trouble. Companies that fail to monitor and follow up not just on comments but on mentions are both losing opportunities and risking possible disaster. It used to be enough to moderate and answer comments on blogs. Today follow up involves tracking your company, your products, your field, your partners, and your competitors on Twitter, Facebook, LinkedIn, Instagram, Tumblr, Ello, Google+ and on and on and on.

It’s hard to imagine an effective social media program being administered by fewer than two full-time employees; large organizations that work directly with the public need correspondingly large teams.

I urged the students, some of whom are tasked with designing and managing social media programs, to ruthlessly focus their efforts on key audiences, suitable platforms, easy-to-use tools (including video), and significant messages.

And to think: seven years ago it was all about blogging and keywords.

An inside look at SEO that outsiders can understand

Rand Fishkin talks about what SEO is and isn’t, and what people (rightly or wrongly) think about search engine optimization.

Imagine trying to figure out what an airplane does by looking at one on display in a museum.

Now imagine trying to figure out what an airplane does by watching one that’s taking off. By catching something on the move, or in transition, so much more about what it does, and how it does it, becomes apparent.

So…I invite you to take a look at the blog post SEO thought-leader Rand Fishkin has written about the transition of his company SEOMoz to its new identity, Moz. Rand writes beautifully, and his decision to rebrand the company was all about what SEO is and isn’t, and what people (rightly or wrongly) think about search engine optimization. Think of it as an insiders look at SEO that outsiders can understand.

The “Mission & Vision” section of the post also contains a marvelously clear and unpretentious infographic. Infographics are the latest online communications fad and, predictably, about half of them seem to have been designed to communicate how trendy and clever the design firm is, with the actual client information being ignored or mangled in the process. As with many other aspects of marketing communications, the Moz folks know how to do things the right way.

Have a look.

And the next time people start whining to me that SEO is either confusing or inherently evil, I’m just sending them to this post.

MacVoices: Chuck Joiner and I talk about blogging

Chuck Joiner of MacVoices and I recorded a MacVoices show about blogging — the history, the growth, the high points, and the Dark Ages.

Chuck Joiner of MacVoices TV and I have been talking about blogging — the history, the growth, the high points and the Dark Ages. Last week, we got together and recorded a show on that topic.

We started back in the old days — with LiveJournal and the Golden Age of blogging when people found their voices and harnessed the publishing power of the World Wide Web. We talked about the rise and fall of newsreaders, and the effects that newer and nimbler social media platforms have had on the once-mighty blogosphere.

You can listen to (or download) the show online. You’ll also find today’s show on the MacVoices TV page in iTunes.

We’re planning to take a second shot at the topic in a few weeks, this time with some friends who will help us explore the uneasy relationship between journalism and blogging and — a hot topic for Chuck — the impact that SEO has had on blogging. Plus, I’m hoping to get in a segment on people whose blogs have been stepping stones on the way to book publishing.

Your questions and comments can help shape those next conversations. Please leave a message for us on the show’s page at MacVoices.

Is your web writer stealing content? Are you encouraging plagiarism?

Do you patronize a business that steals content?

Last week I visited the website of a local business and was astonished to see that the keyworded webpage describing one of their services had the name of a rival business on it — in a big, bold subhead.

Curious, I went to the website of the rival, and there was the exact same content and photo.

The writer for the first business had simply copied and pasted the content (which appears to be original to the second business) onto the client’s site.

I sent email to the manager of Business #1, alerting her to the situation and explaining that the writer she’d paid to develop original content was instead using the content that Business #2 had paid their own writer, and a stock photography house, to provide. I noted that what her writer had done was plagiarism, and her writer had put them into a situation where they could be sued by the content owner.

The manager wrote back, expressing astonishment. She thanked me for letting her know, and said she’d deal with it.

Out of casual curiosity, I went back the following day to see if she had removed the page. My jaw dropped.

The content was still there. All that the manager of Business #1 had done to deal with the situation was to remove the name of the rightful owner of the content, Business #2, from the page and substitute the name of her business in the big, bold subhead. The unlicensed image was still there.

I called and spoke to the manager. She clearly thought that the error I was pointing out was that she had failed to remove the clue pointing back to the source of her stolen web content. I pressed the point, and her utterly unflappable response was that, hey, the content writer was a friend who had done the work for her for free.

Which shows that you really do get what you pay for.

Interestingly, Business #2 is an extremely competitive chain known for aggressive business practices. I predict it won’t take long for them to find the purloined web content.

I flirted with the idea that the writer who left the name of Business #2 in the stolen copy was making a stab at doing “black hat” SEO*, but decided not to attribute malice (or competence) to what’s clearly several layers of small-time thievery and laziness.

*”Black hat SEO” is the industry term for unethical search engine optimization. One of its milder (“gray hat”) tactics involves mentioning your rival’s name on your webpage so that search engines will lead people looking for your rival’s services to your page, where you can talk them into using your services instead.

Social media — a quick guide to doing it right

The folks over at the Search Engine Marketing Group have written a concise article on how to optimize your social media presence.

If you’ve made the first steps into social media to take control of your online appearance, or that of your product, service, or event, chances are you’ve been quickly overwhelmed and annoyed by all the work it seems to require. Post here, link here, comment here…and, face it, we all have real work to do! Which are these tasks are important for reputation and search engine ranking and which are just digital squirrel-caging?

Now, we have some answers.

Kristi Hines over at the Search Engine Marketing Group has written a concise article on how to optimize your social media presence. “How to Optimize 7 Popular Social Media Profiles for SEO” makes sure you know about the basics of social media and then gets very specific about what you can do with the SEO tools on Linkedin, Quora, Biznik, About.me, and more.

If your online presence is due for a facelift, you couldn’t pick a better place to start.

Corporate bloggers: Stop competing against Perez Hilton

Stop competing against Perez Hilton. Instead, start using the power of a corporate blog to compete against your actual competition.

There’s blogging…and there’s corporate blogging. Today I’m going to talk about the difference.

Individuals, news organizations, and political groups blog for blogging’s sake. And those blogs live and die by their content: Quality of writing; freshness of information; originality (or outrageousness) of ideas.

Quick — name three individual blogs, news blogs, or political blogs.

Easy: Huffington Post. Robert Scoble. The Unofficial Apple Weblog. Perez Hilton. Gizmodo.

Now name three corporate blogs.

Not so easy.

Just because they aren’t wildly popular doesn’t mean that corporate blogs don’t have their place. Done properly, they can be extremely powerful tools to drive traffic, drive sales, and enhance recognition of a brand, products, or services.

What’s difficult to grasp is that, unlike non-corporate blogs, corporate blogs don’t accomplish these things through great writing, fresh information, or original or outrageous ideas. They accomplish these results through hard work and smart SEO. Here’s how:

1. They consistently put fresh content on the top tier of the company’s website (which improves search rank for the whole site).

2. They use carefully researched keywords and keyword phrases in headlines, blog text, links, and excerpts. This eventually positions the company near the top of search results for those frequently searched keywords.

3. They link appropriately to other highly ranked websites.

4. They harness WordPress or other user-friendly blogging software to automatically send (keyworded) excerpts with links (think of them as teasers) to the company’s Twitter and Facebook accounts. This makes the resources invested in the blog post go much further.

For reasons too complex and varied to go into here, few companies are willing to admit that their blogs are simply a tool. And, as a result, they miss out on the powerful results that tool can accomplish.

There’s no way that the carefully screened, days-old corporate information or flattering customer stories that make up corporate blog posts can compete with Perez Hilton or Engadget for readership. Few people read them; all people will ever see of those posts is excerpts on Twitter or on a page of Google search results. (And yet, properly written and keyworded, those excerpts can be very effective in conveying a company’s branding to thousands of viewers.)

To make the situation even worse, many companies fail to invest in the sort of professional SEO analyses that would tell them which keywords to use in their blogs (and on their websites). Instead, they guess about keywords — and often end up emphasizing keywords they already “own” via Google (such as the unique names of their products) rather than the phrases prospective customers are using to try to find their products and services. In the non-intuitive world of keywording, it can even be beneficial to violate the old taboo against mentioning the competition. By mentioning your competition or a competing product on a webpage or blog, you can end up with visitors who started off looking for the competitor’s product but got search results that lured them into viewing your product, on your site, instead. (Chances are your competition is already doing this.)

Bottom line: Stop trying to compete against Perez Hilton! Instead, start using the power of a corporate blog to compete — against your actual competition.

“We can’t say that!” Why not?

Rand Fishkin’s public postings about the process of seeking investment capital for his company SEOMoz may represent a trend toward transparency in business communications.

I’ve been doing communications, in-house and as a consultant, for more years than I like to admit.

With nearly every client, and certainly with every in-house gig, I remember the meetings in which we’d sit with senior leaders and map out a plan to distract attention from what was really going on in the company.

Occasionally one of us on the communications team would suggest: “Why don’t we just tell people some of what’s going on?”

“We can’t say that!” was always the answer. There would be a general round of patronizing chuckles, gasps of terror, or snorts of scorn (the reaction depended on the organization) before everyone got back to the business of obfuscation.

Curt Woodward, writing today for Xconomy Seattle, describes how SEOmoz CEO Rand Fishkin is breaking that tradition by writing publicly about what he’s doing and thinking as he seeks investment capital for his company. Fishkin’s observations are interesting, and Woodward has made them even more so by consolidating all of Fishkin’s blog posts and other communications using Storify, an online tool for stitching together web-based information.

I don’t think that every company or organization is ready for transparency about its plans, nor are certain issues (such as personnel changes or litigation) appropriate to discuss publicly. But I do think transparency is a trend, and, increasingly, something business partners and consumers will come to expect.

Category: SEO

Dramatic changes for SEO are only just beginning

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Effective web content: Rethinking your About page

What About…Me?

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Is your web writer stealing content? Are you encouraging plagiarism?

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