Why Blog Marketing Is Effective SEO

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Blog marketing has, in a certain very real sense, become the new SEO. The old SEO revolved around keywords and back links. The new SEO revolves around strong content and link bait. What’s the difference?

With the old SEO, webmasters wrote keyword-based content designed to get their pages ranked in the search engines based on how they used the keywords on the page. Then they market their web pages by building links to those pages using approved link building tactics. These tactics still work today but webmasters can achieve the same thing in less time by engaging in blog marketing.

Blog marketing is about adding new, fresh and original content to your website often. The more often the better. The more original your content the better. The higher the quality of your content the better. See a trend here? Let me explain:

  • The reason more content is better is because it brings the search engines back to your website to crawl it more often. More robots on your site means more chances to get your pages ranked. Plus, every blog post is a unique web page with its own unique permalink. More pages rank in the search engines for your keywords.
  • The reason original content is better is because duplicate content won’t get ranked. Don’t copy someone else. Be original. Add your own content with your own thoughts and ideas.
  • And finally, the reason quality is important is because higher quality content draws more links. When people see that you publish highly relevant and authoritative content on a consistent basis they will link to you

And that’s why blog marketing is about quality content and link bait. It’s the new SEO.

Street signs, content and the art of stopping eyeballs.

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What makes good content? I can wax on and give you the latest ten tips for making great content, but instead I’m going over simplify it because I’m in that kind of mood. Content is just like art. There’s good art and there’s bad art, depending on your perspective. My perspective is I like the kind of art that takes an everyday object and gives it a twist that in turn gets a reaction out of me. Any reaction will do. Here’s an example; I came across a post that documents unique street signs in Lyon, France.   I’ve passed street signs with the international cross-out symbol like these in my travels abroad and here at home as well, yet I have never stopped to take notice of the design. In a matter of milliseconds, my eyes see the sign, synapses fire off registering it as a sign, I may or may not heed the instruction, then the eyeballs get bored and find something else to feed off of. Poof, forgotten seconds after the experience. But these French signs are memorable. There’s a lesson here. Content should be thought of in the same way. Why not approach your next article, newsletter, video, social media campaign etc., with the same kind of goal? Take the everyday concept and put your own personal spin on it. Recycling the same old information that anyone can find on the intertubes is easy. Coming up with a unique angle on a concept takes a heck of a lot more effort and creativity. Do the latter. If you do it right, people may just stop and take notice.

YouTube beefs up analytics tools for brandcasting online.

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In a recent announcement, Youtube is rolling out Youtube Insight a free reporting tool for users, advertisers and content partners who have a valid Youtube account. This interactive solution allows greater insight and information related to individual videos that are uploaded. This is good news for viral marketing and anyone trying to brand their company on Youtube. This analytics tool allows any Youtube account member to view data for any video in a slick interactive timeline and mapping format that’s intuitive and powerful. I like the fact that when you move the slider on the timeline, the information updates simultaneously on the map. Pretty cool. Statistic freaks will love that you can view data for total views, links and audience stats with the click of a button. As the creator or author of a video, you can also opt to hide this information from viewers if, say, you were launching an ad campaign and didn’t want your competition to see the results. But then again, why would you do that? Why not let your competition drool over how many hits you got and how your offline campaign boosted your viewership. Then again, if you aren’t confident that the masses will flock to your video, you may want to switch your vid to privacy mode by unchecking the button for “Make statistics and data for my videos plublicly visible by default” in the sharing and privacy section of your account information. To look under the hood and see all the bells and whistles, just click on “about this video” button under My Account > Videos, Favorites, Playlists > Manage my Videos. Happy brandcasting.

Google’s YouTube encourages better video content for news freaks.

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The good old days of feasting your eyes on a kid making a fool of himself dressed as a Jedi are fading fast and Google knows it. Google”™s YouTube recently unleashed Reporters Center , an offering that”™s aimed at both professional journalists and any amateur who wields a digital video camera. There”™s no doubt that slicker content is gaining momentum on the web. As I”™ve mentioned in an earlier post , sites like Hulu are attracting large audiences with videos made by the pros. This play by Google is interesting because it is trying to up the quality by inviting the pros in, while at the same time giving their current base of amateur reporters the skills and techniques that will raise the bar. Matt Cutts who is well known as Google”™s SEO guru has been evangelizing about better content in recent months and it looks like Reporters Center is the type of thing that Cutts has been talking about. It”™s a win-win situation as content will get better and better. But you have to worry if content gets so good that it drowns out videos like the numa numa kid.

SEO experts take on editorial roles

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A recent Businessweek blog posting suggests that “the world is shifting towards editors who can anticipate the preferences of machines-and reverse engineer their algorithms.” In other words, SEO experts are becoming much more important in the editorial process and traditional editors who don’t understand the world of ranking, link building and online marketing will soon find themselves standing in the unemployment line (if they aren’t there already). I agree with this idea to a certain degree. I believe there has to be a balance of algorithmic strategy with a generous mix of engaging content. Finding a hybrid SEO/editorial guru is difficult, if not impossible. Partly, I believe, is because you would have to find someone who can switch from right-brain to left-brain expertise with equal aplomb. The best results, in my opinion, is when you have an SEO expert and a good editor work together to form a strategy and execute content that targets both machines and humans. It’s a balancing act to be sure. But one that can help to build brands online in more efficient and lasting ways.

The old Zen vs., the new Zen

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I just read an insightful article titled “Zen and the art of online selling” that appeared in a recent MediaPost blog. The article states that in order to be seen as a leader, you must first have an intimate knowledge of your target audience. This means engaging with them and collecting their thoughts, concerns, likes, dislikes, etc. While this may come as a revelation to smaller businesses in the online business world, the idea of doing a deep dive with your target audience is not new. Traditional advertising agencies have employed strategic planners and researchers who’ve been probing people like ethnographers for decades. A good strategist can uncover golden nuggets of useful information that can give a marketer an edge or point of differentiation that they weren’t previously aware of. Using this edge to put a business ahead of the pack can turn a perception of leadership into a reality. While the above-mentioned article has some solid practical steps to get you started, may I suggest you get professional help if you’re serious about getting to know your audience. A strategic expert can help you most effectively engage your audience, gather data and then make sense of it and give you real suggestions to improve your business. Nobody knows your business better than you. Just keep in mind that someone else may be more qualified to tell you about your consumer.