This is not to say that Google blindly offers up synonyms for all of your searches, clouding search results with irrelevant sites. Instead, Google says that this use of synonyms will only happen when the search engine algorithm determines that results with the synonym will improve results with useful and important information, such as in the case of “song words”.

According to Google, “for every 50 queries where synonyms significantly improved the search results, we had only one truly bad synonym.” Not bad.

One out of 50 isn’t bad!

Read on to learn how you can write your Web copy to effectively take advantage of Google’s change.

In this article:

• Use a Wide Array of Words
• Don’t Forget the Keyword
• Put the User First when Writing Web Copy

Use a Wide Array of Words

With Google’s new changes, it is now important to consider using an array of words and phrases instead of focusing on only your keyword phrase.

For example, an article targeting “health care communications professional” might also utilize some of the following phrases:

• Health communication specialist
• Medical communications professional
• Professional health care communicator

An article targeting “health care communications professional” might use a variety of phrases.



Google’s tweaks to their algorithm are actually enabling you to write stronger, more interesting Web copy.

Don’t Forget the Keyword

While it’s great to use a diverse selection of keywords, it’s important to still focus on your target keyword.

Include it in key places…

• URL (e.g. /heath-care-communications-professional.html)
• Title
• Heading (e.g. Jane Young, A Health Care Communications Professional that Listens)
• Sub-headings

…and throughout the text. Just don’t forget the number 1 rule of writing…

Don’t forget to focus on your target keyword!

Put the User First when Writing Web Copy

When taking into account Google’s updated algorithm, don’t forget the number 1 rule of writing for the Web or anywhere else. That is, the user comes first. Always.

Write naturally, only including keywords where it makes sense and sounds natural. Web copy is for human readers first, search engines second. Push your experience, credibility and personality, not a barrage of keywords.

Besides, Google’s algorithm likes quality content more than keyword density. Write Web copy that informs, persuades and entertains, focus on your keyword and its variations and the rankings will follow.

Cassie Wallace Cassie Wallace writes for people, but never forgets Mr. Google. Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.

But then something goes wrong. Your business’s website and your blog get in a little tiff because the website thinks that the blog is getting all the attention. While this may be true, resulting in a 10 percent sales increase for your business, you decide that your business’s website and your blog need a little space to cool off. With some extra cash, you purchase a separate domain for your blog, and everyone’s happy (except for your website, but she’ll never be fully satisfied).

A separate blog-specific domain may work for some businesses but not all of them.

Here are some questions to consider when asking yourself the important blogging question, separate or same domain?

• What’s the purpose of my blog?
• Who’s my audience?
• How will this affect my SEO potential?

What’s the purpose of my blog?

Consider your intentions for creating a business blog. To reinforce your main brand? To focus on a specific product? Complement or supplement your website? Communicate directly with customers?

“Your business’s website and your blog get in a little tiff…”

Let’s say you have a business like EcoSMART. EcoSMART uses a same domain blog full of articles about bug identification, green living, and, of course, their organic insecticide spray. The point of the blog is to make sales, but they do so while showing the unique personalities and interests behind their business. Their blog articles encourage employee-customer discussion, and, overall, promote a sense of person to person contact rather than just person to computer or person to product.

However, consider creating an independent blog with a separate domain if you want a blog that is:

• Product-specific
• Not directly related to the purpose/interests of your business
• Focused on a subset of your business

You can check out Orient Watch USA’s blog for an example of a separate domain blog.

Keep in mind that if you choose to have a separate domain blog, you will need sufficient resources to fully market and promote it apart from your website. Whatever blog type you choose, you should incorporate blog specific marketing elements, which include being aware of your audience.

“Discover your audience—it’s definitely worth it….”

Who’s my audience?

Discovering your audience (if you haven’t already) will require some research, but it’s definitely worth it.

If your website and your blog aim to attract the same audience, then they should share the same domain. This will make your website more interesting and appealing to your viewers. However, if you have a website that sells cat and kitten products, don’t include a blog about your favorite dog products. That needs to appear in a separate domain (but you can link it to your main website if you want to).

“Your blog’s SEO status will start from the bottom and work its way up the numerical scale.”

How will this affect my SEO potential?

A blog adds content and value to your website. The more frequently updated content you post, the more search engine spiders will visit. Also, as more websites/blogs link to your website/blog, your SEO status will increase.

Again, this doesn’t mean your blog must be included on your website. If your blog domain is separate from your website domain, your blog’s SEO status will start from the bottom and work its way up the numerical scale as your website did. And remember, when your blog links to your main website, it can gain more value and credibility (and so can your website!).

So to wrap up…

Choosing a blog domain is sort of like life. Whatever path you choose, remember to keep your (blog’s) overall purpose in mind and everything else will fall into place.

By Marlee Gallagher Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.

Think about it. Would you completely ignore your pet fish if you got a new puppy? Sure you can’t cuddle or go on walks with your blog posts, but they still deserve occasional attention, right?

Read on to discover:

• Why Updating Old Posts is a Smart Move
• How to Easily Update Old Posts

“Would you completely ignore your pet fish if you got a new puppy?”

Why Updating Old Posts is a Smart Move

With the excitement of frequently publishing new blog posts, many bloggers often forget to occasionally check in and update past posts. Turns out, updating old posts keeps your blog content fresh and high on search engine rankings.

Outdated posts will show up in search results just as often as new posts, if not more, as they’ve likely acquired a higher page rank. They therefore will continue to draw in Web traffic.

Old content may be the first examples of your blog that many searchers view. This is reason enough to keep posts updated and fresh. After all, first impressions are lasting impressions. You’re more likely to attract a strong readership if each of your posts is kept somewhat current.

Updating old posts will also increase your blog’s presence on search engine lists. Updated content is viewed as more relevant by search engines than content that has not been updated recently. Therefore, the more you update your old posts, the more center-stage your blog will appear in the land of Web searches and the more your blog traffic will increase.

“Keep your content fresh for better rankings.”

How to Easily Update Old Posts

Updating old posts can be accomplished quite simply. Little tweaks such as the addition of new insights is any easy way to achieve updated material.

Make Corrections
Use this opportunity to correct past opinions or faux pas. For instance, if you have a post dedicated to the eternal relationship of newlyweds Jessica Simpson and Nick Lachey, it’s time for an update.

Add Media
Another simple way to update old posts is to add pictures or graphics. Display your technical savvy by embedding a new video into an outdated post.

Interact
Comments also count as updates. Visitors to your blog can help you update your old posts by commenting. Or, you can go back through your old posts and answer any questions and give feedback on your comment section.

Link Internally
Links are another way to update old posts. Attach links to your old content to give readers a way to get to your newer posts. This not only updates your post, it also encourages readers to continue browsing your blog.

Making little changes to the content of old posts not only keeps these posts current but also allows you to demonstrate the knowledge and skill you have acquired since first publishing the post.

Consider a blog post an unfinished product – a work in progress. This way, you will be more inspired to continually add to and tweak your posts, keeping them up-to-date and high on search engine rankings.

As a blogger, do you ever revisit and update your old posts?

By Bryn Dehmcke Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.

“The way you display/label categories can make or break your blog.”

So before you get started, learn:

• What not to do
• What to do

What NOT to Do

Bloggers often make common blunders when creating categories, compromising the blog’s success by confusing the reader and making navigation difficult. The key is to avoid forcing readers to think too hard; instead, bloggers should do the thinking for them by effectively planning before execution.

Do Not Categorize Series

A blog’s categories are very important, as readers visiting a blog for the first time will very likely use your categories to locate the posts relevant to them. If your a reader is a first-time visitor, then a category for a one week series you wrote won’t mean much. Thus, confusing category names (e.g. “Special”) and out-dated series (e.g. “Blogging in 2007 Instructional Guide”) impede upon the navigation of your blog.

Instead, posts in a series should be categorized under corresponding subject, just like your other posts. A link leading to an index post with links to the entire series should be included at the top or bottom of each post in the series. This allows for easy access to your entire series without having to dedicate a category to it alone.

“Don’t let categories impede on your blog’s nagivation.”

Do Not Create Incompatible Category Names

One of the most important things you can do when deciding on names for your categories is to make each category self-explanatory. It can be easy to get caught up in creating wacky names; however, when it comes to naming categories, the simpler and more straightforward the better. This saves confused readers from having to click on obscurely named categories to figure out what they might mean.

Also important is keeping category name length consistent. It looks messy to have mostly one-worded categories, i.e. “Schnauzer” and “Poodle” and one multi-worded category such as “How to Breed a Schnauzer and a Poodle to Get a Schmoodle”.

Keep your category names on the same level of formality. The way in which you word your categories sets the tone for your whole blog. With that in mind, don’t mix formally-worded categories, e.g. “Government Spending” and “Tax Collections,” with informal names like “Fun Facts” and “Quick Fixes.”

Do Not Underestimate Planning Ahead

Messy or inconsistent categories spawn from a failure to plan. This mistake leads to out-dated and irrelevant categories, as well as categories created with good intentions but that only have one or two posts in them.

Aside from taking the time to properly name and organize your categories, take the time also to decide how necessary each category is and whether or not you will use it in the future.

“Plan ahead when it comes to creating categories.”

What TO Do

Now that you know what to avoid while creating your blog, here are a few tips on what you should do.

Limit Your Categories

Avoid unsightly clutter and confusion by limiting the number of categories. Before creating your blog, think about how many categories are really needed and consolidate topics when possible.

Keep Categories Broad

Remember to keep your category titles broad. By having broad topics in which to sort your blog entries, you will keep your category number down and help keep your blog organized. This will also negate the problem of having rarely used categories that contain only one or two posts.

Plan Ahead

The most important thing you can do for your blog is to plan ahead. A blog’s success is not based only on its content, but also its organization and how easy it is to navigate.

By planning ahead in order to circumvent many of the issues that accompany hasty creation, you will produce a blog that is enjoyable to work with and enjoyable to read.

By Bryn Dehmcke Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.

“Meanwhile, we struggle to pick from a collection of 30 CDs!”

Quality Unique Content Makes All the Difference

Why is having quality unique content so important? Search engines are completely aware of the content that already exists on the web, so creating content that merely duplicates existing content will earn no points in the search engine rankings. Search engines revel in quality, unique content and are constantly looking for updated, fresh and legitimate websites.

Visitors to your website will also appreciate quality content. People want useful information, not just clever pics and millions of links. Unique website content will increase the number of visitors returning to your website over and over again. Value is gained when other websites want access to the unique articles on your website. And as we know, other sites adding hyperlinks to your content increases PageRank.

Unique Content: Literally Unique vs. Conceptually Unique

Because of the high volume of websites that inhabit the web, sites wishing to optimize their visibility and sustain that visibility long-term should harness the concept of having unique content. Additionally, it is valuable to understand success will come when unique content is unique from a conceptual standpoint and not necessarily a literal standpoint.

“I’ve not been this confused since Duchamp’s ‘The Fountain’.”

So, what exactly is the difference between literally unique content and conceptually unique content?

Literal
Taking the literal approach to adding unique content will likely do very little to increase the visibility of a website because the actual information on the site can be found elsewhere.

This approach provides unique syntax and diction for the information provided, but the information can be found on other websites. Here is a humorous (and not suggested) technique for those looking to add unique content to their site using the literal technique.

Conceptual
Conceptually unique content takes a little more thought than plowing through a thesaurus to reword paragraphs or throwing together keyword-rich text. Instead, conceptually unique content presents new ideas, innovations, new twists and new ways to present information to the reader.

Value is added to any preexisting information or services using this technique because the goal is to create something better or different than what already exists. Doing this takes some effort but is definitely worth the potential outcomes versus going the literal route. So, how do you go about creating conceptually unique content?

Developing Unique Content

Before developing unique content for a website it will be very useful to think about the following first:

• Nobody is going to visit a website that provides information that another website provides in a better way
• What kind of websites do you enjoy most? How are they unique?
• Observe what’s already on the web and note any holes or gaps in the content that can be filled or done better
• Make sure content is actually useful, informative and relevant

After doing this, think about the content that will be provided on the website and present the information in a different way. Try to fill in any holes or gaps that are observed on similar websites. Content becomes quality content when visitors find the information on your website valuable.

So keep the reader in mind when writing your content. Content should be relevant to the topic and informative so Web users will stay on your site and hopefully return to it again.

Next, it is most important to keep your website updated. As you create your website, content may become stale. Keeping a site regularly updated will increase rankings on search engines which will lead to more visits to the website. Dormant content on a website breeds no visitors; so, keep the information fresh and updated.

“Updated. Unlike your lonely daily-calendar”



For those who may be feeling inadequate in developing their own quality unique content for a website, there are options available: SEO (Search Engine Optimization) services specialize in creating effective content for websites. SEO writers work to market the website in a positive light and can be very helpful to utilize.

Branding Brand is an interactive marketing company that specializes in SEO.

What to Remember About Unique Content

Increasing the visibility and search engine rankings for your website can be as simple as making sure you have unique content for your website. Think about your target audience and what it wants that it can’t find elsewhere.

Present information in a unique light that will attract more visitors, as well as other websites that add hyperlinks to your content.

Finally, remember to keep your website updated. Fresh content will increase your presence on search results – giving your website the competitive advantage that is necessary amongst the millions of websites that exist out there in the cyberworld.

Ashley Reid Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.

Search on the web hasn’t changed too much since its beginnings, but through YouTube, Twitter, and other outside the box approaches, companies have changed the way they use search for their own benefit. Joshua Palau, vice president of Search for Razorfish, broke down how companies use search today. He concluded some companies look at search as an innovative tool leading their business to new frontiers, while others see it as a necessary evil required to do business in 2009.


“C’mon join the rest of us out here.”



Want to know more?

• Integrate online and offline media
• Synchronize related content
• Create niche websites
• Provide customer service: how tweet!

Integrate online and offline media

Palau argued that companies that look at search as ‘innovative’ are constantly thinking of new techniques and ways to expand upon their Internet-based business. They realize it is not merely a trend, but something to constantly change and update. By doing so, companies stay ahead of the crowd. Increasing the use of SEO on a website helps to bring higher ranking on searches, thus higher traffic to their websites, all leading to more money.

Using SEO on only a few articles on a website won’t increase the traffic enough to make a difference, but constantly writing new SEO-rich material will help to make your website the best it can be. This illustrates how some companies are in tune with the services the web can provide, while others seem burdened by it.

Realizing this and expanding beyond search, some companies truly grasp the Web’s true dollar value. For instance, film companies uploading their movie trailers on YouTube have helped to increase the movie’s exposure and popularity. YouTube has even recently included a specific space for uploading the trailers.

However, other companies just don’t realize the Web’s potential. Palau mentioned that during this year’s NFL Superbowl, five movie trailers were advertised on TV, but none of these same trailers were uploaded on YouTube. This is a prime example of how these companies aren’t thinking ahead and using what’s right in front of them. How many people do you think searched YouTube for those trailers after seeing them on TV? If companies aren’t simply uploading their content on to an easy-to-use search, what else are they ignoring on the Web?

YouTube offers advertising between video views, which is fairly similar to a commercial in between a TV show; not a revolutionary idea, but a good standby.

Synchronize related content

Another more subtle way of getting exposure is via the related content that shows up along with the original search results. Relating your clip to other common clips furthers your own exposure. A&E has taken advantage of this form of promotion. When searching for the TV show Intervention, a box appears next to the video listing other popular shows on the channel. Each A&E show advertises for the other resulting in an endless cycle of self-promotion. A search for Intervention, a show documenting drug addictions, helps advertises for the show Dog the Bounty Hunter, a show about a bail bonds man’s family busting drug addicts. The fact that certain companies don’t take advantage of this promotion shows how behind they really are.


“Yeah, they’re talking about me.”



Are some companies addicted to this new form of exposure, and others just above the influence?

Create niche websites

Warner Bros. is taking full advantage of search advertising as well, thinking even beyond search. By creating 35 websites based on various aspects of The Dark Knight, Warner Bros. created buzz before the movie even hit theaters. By making websites for the Gotham Cable News, Gotham City Rail, and more keywords related to the movie, more searches brought up more results for the movie. All helped to spread interest in the movie all over the Web. Warner Bros. could have just made one typical website for the movie showing the trailer and other related information, but took that extra step some companies are scared to take.

Provide customer service: how tweet!

Further expanding past search, Best Buy has attempted to dabble outside of relying on search. By creating a Twitter help center to answer technical questions via tweeting with users, Best Buy is attempting to further its reach on a social media network. They’re providing the same services already offered, just via a new channel. This illustrates their willingness to use the Web to gain more business. Recognizing the value of this exposure, Best Buy is attempting something some companies don’t deem necessary to do.

I’m not sure what it will take for some businesses to realize search engine and other Web-based strategies are important to their company. I do know that those companies that do realize it now have an advantage over the rest and should run with it.

Brian Honigman Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.

“Hollywood’s Most-Hated Website!”

Because of the massive amounts of information available on the web, readers read less and spend less time on individual portions of Web content (e.g. blogs, articles, video) than they would on print content.

What this means for bloggers is that they must make their blog clear, concise and fresh in order to provide the information that readers are seeking and keep them coming back for more.

Here are the top tips for effective blog entry writing:

1. Tailor your writing to Web users’ reading patterns
2. Write clearly and concisely
3. Make writing blog entries enjoyable

Tailor Your Writing to Web Users’ Reading Patterns

A study by Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer shows that readers read, on average, 28% of the words on a Web page. However, as little as 20 percent is more likely – that’s like reading Moby Dick in 200 pages.

Web users don’t want to mess around with fluff.

Nielsen Norman Group recently conducted eyetracking studies that showed that users experience Web articles in an F shape, reading intently the introduction and first sentences of each paragraph, then losing interest over the course of the article.

“Therefore, the goal of the blogger is to tailor their writing for how readers experience the web.”

Put the most important information at the top of the page and in the first sentences of each paragraph. The introduction should clearly state the point in the entry, and the first sentence of each paragraph should serve as a mini introduction, stating the one idea to be discussed in the paragraph.

This lets the reader know what is about to be discussed, and if they are interested by the introductions, will be more likely to continue reading the supporting information.

Write Clearly and Concisely

While writing quality in scholarly works may require the author to fully engage the topic at hand and use a large vocabulary, writing quality on the Web calls instead for concise presentation of only the most useful information using clear, easy to understand language and structure.

“Quality writing online is about successfully conveying a message – this calls for not losing the reader’s attention.”

When confronted with huge chunks of text, Web users often become intimidated, lose their place, and get eye strain. In addition, electronic text takes 25% longer to read than printed text. As a result, readers do not read Web content as thoroughly as print. Therefore, it is important to create content that is clear, useful, and succinct.

Successful web authors use scannable text to keep readers interested.

Scannable text uses the following:

• Keyword in special fonts, colors, or with a hyperlink
• Bulleted lists
• One idea per paragraph
• Fewer words
• Starting with the main point and following up with supporting content

Don’t use “big” words. Keep readers from halting by using common words.

Instead of saying:

A new study is indicative of a positive correlation between alcohol intake and cigarette consumption.

Say:

A new study may show that people who drink more alcohol tend to smoke more cigarettes.

Basically, write like you would run a business – efficiently. In this business, each word is like a dollar in a budget; and like how a business must make each dollar count, every word must count.

• Write about things that interest both you and your target audience, welcoming discussion and input.
• Keep the content fresh. Readers who return to your blog and see the same content will be less likely to make a third visit.
• Bring some of your personality to the table. Readers come to blogs expecting something different than what they encounter in print media. Inputting some of your own personality and opinions can make even the most boring subject an interesting read.

By making writing enjoyable, keeping your blog up to date, and letting some personality shine through, your readers will enjoy their visit more.

Cassie Wallace Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.

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Because of the massive amount of information available on the web, readers read less and spend less time on individual portions of web content (blogs, articles, video) than they would on print content.

“Blogging is the tool of Generation Y—and it’s booming.”


What this means for bloggers is that they must make their blog clear, concise and fresh in order to provide the information that readers are seeking and keep them coming back for more.

Here are the top tips for effective blog entry writing:

1. Tailor your writing to web users’ reading patterns
2. Write clearly and concisely
3. Make writing blog entries enjoyable

A study by Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer shows that readers read, on average, 28% of the words on a webpage.

However, as little as 20% is more likely – that’s like reading Moby Dick in 200 pages. Web users don’t want to mess around with fluff.

Nielsen Norman Group recently conducted eyetracking studies that showed that users experience web articles in an F shape, reading intently the introduction and first sentences of each paragraph, then losing interest over the course of the article.

Therefore, the goal of the blogger is to tailor their writing for how readers experience the web.

Here’s how to tailor it:

• Put the most important information at the top of the page and in the first sentences of each paragraph.
  • The introduction should clearly state the point in the entry
  • The first sentence of each paragraph should serve as a mini introduction, stating the one idea to be discussed in the paragraph.

This lets the reader know what is about to be discussed, and if they are interested by the introductions, will be more likely to continue reading the supporting information.

“No one wants to read Moby Dick online, so keep your posts concise.”



Also, consider putting actionable words (verbs) at the beginning of sentences and phrases – this will help readers get to the point.

While writing quality in scholarly works may require the author to fully engage the topic at hand and use a large vocabulary, writing quality on the web calls instead for concise presentation of only the most useful information using clear, easy to understand language and structure.

Quality writing online is about successfully conveying a message – this calls for not losing the reader’s attention.

When confronted with huge chunks of text, web users often:

• Become intimidated
• Lose their place
• Get eye strain

In addition, electronic text takes 25% longer to read than printed text. As a result, readers do not read web content as thoroughly as print.

Therefore, it is important to create content that is:

• Clear
• Useful
• Succinct

Successful web authors use scannable text to keep readers interested.

Scannable text uses the following:

1. Keyword in special fonts, colors, or with a hyperlink
2. Bulleted lists
3. One idea per paragraph
4. Fewer words
5. Starting with the main point and following up with supporting content

“Make your text scannable… and easy on the eyeballs.”

Keep readers from halting by using common words – don’t use “big” words.

Instead of saying:

“A new study is indicative of a positive correlation between alcohol intake and cigarette consumption.”

Say:

“A new study may show that people who drink more alcohol tend to smoke more cigarettes.”

Basically, write like you would run a business – efficiently.

In this business, each word is like a dollar in a budget, and like how a business must make each dollar count, every word must count.

• Write about things that interest both you and your target audience, welcoming discussion and input.
• Keep the content fresh.
  • Readers who return to your blog and see the same content will be less likely to make a third visit.)
• Bring some of your personality to the table.
  • Readers come to blogs expecting something different than what they encounter in print media.
  • Inputting some of your own personality and opinions can make even the most boring subject an interesting read.

By making writing enjoyable, keeping your blog up to date and letting some personality shine through, your readers will enjoy their visit more.

Cassie Wallace Cassie Wallace would never use the word antidisestablishmentarianism in an article. Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.

Well I’m here to tell you that there is a niche out there just waiting for you to scratch (get it? niche, itch?). Read on to find out more.

• Finding your Niche
• EcoSMART: Cornering the Organic Insecticide Market
• Keywords: Beat Out the Competition
• Making Your Content #1

Finding Your Niche

So you might not be the world’s next Olympic polka dancer (if that even exists). Sad, I know, but it’s time to move on to bigger, better and more accessible things. The best place to find your niche? Why, the Internet, of course!

The Internet is a vast web of crazy and/or useful content just waiting for you to spin a new thread. While there is a never ending stream of information flooding the World Wide Web, it is easier than you think to become an expert people turn to. The secret?

• Find a specialty.

Not just any specialty, but the right one. Trying to specialize in say, a Hannah Montana/Miley Cyrus fan site might not be the best way to go. There are millions of crazed teenagers (and sadly, slightly older people) who constantly declare their admiration and/or creepy love for Hannah/Miley. You might be one such fan (if so, sorry for the last comment, though you may want to re-evaluate your priorities), or you might just be a jaded person with a yearning to corner the extremely profitable market that is the teen idol.

“Specializing in a Miley Cyrus fan site may not be the best way to go.”

Unfortunately, there are millions of people with the same idea. Google “Hannah Montana” and you get 18,200,000 results. Yes, 18 million results. There’s just no way to compete with that! So it’s time to move on from that dream and float (or if you’re that crazed fan, crash) back to reality. The best way to gain a following on the Internet? Become an expert in a VERY specialized market.

EcoSMART: Cornering the Organic Insecticide Market

Let’s use one of Branding Brand’s clients, EcoSMART, to illustrate my point. EcoSMART is a company that produces organic insecticides, a very specific product with a specialized market. They have the edge right off the bat as one of the few organic insecticides out there that is University-tested and proven effective, as well as FDA approved.

But with Branding Brand’s help, they’ve also started to corner the market on insect information and extermination tips (which, in turn, leads to more sales). How, you ask? By utilizing one of the Internet’s most potent forces: the blog.

Blogging has quickly become the new, hot medium for trading tips, information and downright strange content. Even CNN has blogs, the most popular of which is called the “CNN Political Ticker: All politics, all the time.” EcoSMART’s blog is a plethora of information about insects and how to get rid of them (or in the case of crickets, how to make a tasty chocolate treat. Yum?)

Writing content users will find useful is a great way to gain a following for a product, because EcoSMART isn’t just plugging their insecticides – they’re educating. They are using a blog to help consumers identify and control different types of pests.

Unfortunately, just having great content won’t make you #1 in search engines (or in people’s hearts). To do that, you have to know how to attract readers and keep them on your blog. How do you do this? Search Engine Optimization, or SEO. Most Internet users rely on search engines to navigate the World Wide Web. So to become visible to those users, you need to first become visible to search engines.

There are many factors that go into a search engine’s categorization. One way to lure the search engines to your site? Keywords.

“Just having great content won’t make you #1 in Google’s heart.”

Keywords: Beat Out the Competition

Search engines index websites and pages to make finding the right web page easier for users. But once those pages are indexed, they are only retrieved when a person types in a word or phrase that elicits those responses. So a great way to make sure your website is visible?

• Use keywords in your titles.

Your article/web page title should reflect the keywords associated with your topic that people are most likely to type in. Using the EcoSMART example, say someone wants to write about bed bugs. They need to know what keywords associated with bed bugs are typed into Google the most. How on earth can they figure out such a precise fact?

Luckily for them (and you!), there is Google AdWords Keyword Tool. By typing in “bed bugs,” it is possible to see how many times “bed bugs” is searched for a month (368,000 times) and related searches like “bed bugs extermination” (1,300 times) and “bed bug spray” (6,600 times). The keyword tool allows you to see what possible keywords/phrases should be included in the title to reach people interested in bed bugs.

“Check out how many people search for ‘bed bugs’ a month.”

So to reach the most number of people, the writer should definitely include “bed bugs” in their title.

But even better, by including “bed bugs extermination,” they appeal to a more specialized group of searchers. And you know what that means? Their web page and article are more likely to be number one in search results for “bed bugs extermination.”

Making Your Content #1

Using the right keywords is a great step toward making your content number 1. By using specific and targeted keywords, people are more likely to find your web page. But using well chosen keywords is only the first step toward making your website number 1.

There are many factors that go into indexing websites, so be sure to keep reading the Branding Brand blog to find out more tips. But for you impatient people out there, I’ll briefly scratch the surface of this very complex process.

• Google and other search engines prioritize web sites by sending “spiders” to “crawl” the Internet looking for web pages.
• Searches are found and prioritized based on PageRank (a number out of 10 that ranks the importance of a page) and how frequently content is updated.
• PageRank will increase when other people start linking to your site, so this can take a while. Making sure your content is useful and interesting will help increase links to your site.
• Only you can control how often you update your site. The more you update your site and add new, useful content, the better.

“Now it’s your turn, grasshopper…”



I’ve given you some of the tools to make your site number 1. Now it’s your responsibility to make it happen, grasshopper. Wax on, wax off.

Carrie Milford Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Hit us up, whether you want national SEO, Global SEO, or even Pittsburgh SEO.

The first experience I had with this was in college when I received a comment on our newspaper’s website. On one of the stories, someone complimented my writing and said he was adding the site to his Google Reader. Initially I took the compliment and basked in that glory, but then I realized that I had no idea what the second part of his comment meant. What on Earth is Google Reader?

“It feels great when people comment on your writing…”



Through research I discovered that it has to do with RSS feeds on website. So that took me to the next question: What is RSS? I guess we should tackle that one first.

Read Some Stuff about RSS:

• What is RSS?
• Google and the Others: Readers and Their Possible Downfalls
• Death Due to Social Media?
• What about Traditional Methods?

What is RSS?

RSS most commonly stands for Rich Site Summary or Real Simple Syndication. Whichever you prefer, it comes down to this: it’s a way to deliver constantly changing Web content. Ever notice that little icon at the top of your toolbar or site that frequently turns orange? That indicator tells Web users that the site has an RSS feed. That means that with the help of a program like Google Reader or Bloglines, surfers can get their most important information in one place. Instead of visiting every page separately, one can see the latest updates on one page.

“It feels great when people comment on your writing…”

Google and the Others: Readers and Their Possible Downfalls

RSS readers gather the latest updates on a personalized list of sites to allow users to see it all from one dedicated program, site or in their e-mail. The top readers display all of the information in an easy-to-use format that eliminates the daily task of searching through dozens of favorite Web sites.

It all seems great, right? Another piece of technology took the work out of it for us. But some disagree.

What happens when RSS readers become just another chore in our day? Tasks like checking e-mail have become just as important in our daily routines as brushing our teeth and sorting through bills. These can become monotonous and almost dreadful, especially if there’s things we aren’t all that interested in. As Farhad Manjoo blogged, his reader became so cluttered with posts he really didn’t care about, reading the feeds became just another task for the day. He was repulsed to think of organizing it.

But that’s just what he had to do: organize. He made folders for feeds to read first thing, ones for later in the day and so on. There are many filing systems Web users can make, but they need to remember not to subscribe to feeds just because they like one post. Read others and be sure that it’s something you want to be clued in on everyday. As Jemima Kiss explains, “You’re either a ‘dip in for a few stories’ kind of RSS user or an ‘obsessively have to make sure I’ve seen every headline’ RSS user,” and you have to choose.

“What happens when RSS readers become another chore in our day?”

Death Due to Social Media?

At one point, RSS feeds were on top of the Internet world. But now, debate is raging as to the future of this technology.

One of the major reasons for the possible decline is social media, i.e. Facebook, Twitter and MySpace. Twitter especially has delivered users an even easier way to get news. By “following” users like CNN and the New York Times, Tweeters are able to get real-time access to headlines and breaking news. RSS feeds, on the other hand, can take hours to update. Add in constant updates from Miley Cyrus and Perez Hilton and you’ve got yourself a real competitor to RSS.

Facebook news feeds and the development of RSS feed applications have allowed for some combination of the two powers. A new application on the social networking site allows users to send their wall feed to their RSS reader. This could allow users to get a streamlined view of their Facebook account and use their RSS reader at the same time.

“At one point, RSS feeds were on top of the Internet world…”

What about Traditional Methods?

“Newspapers are dead” is one phrase I’ve heard much too often as a journalism major. But the print media is on a decline and most blame technology for this trend.

RSS feeds are just one part of newspapers’ problems. With the ability to get all of the top stories from one site, users can see many papers’ headlines easily and for free. Since users don’t even have to necessarily visit the publication’s Web site, it all seems to be going downhill in the print world.

So now it’s up to the papers to either find a way to sync with the technology or change their own format to better appeal to readers.

Inbound link building involves being interactive on many different levels. The more levels you participate in, the better your chances for more inbound links, leading to a higher PR. Be active, be patient, and engage, engage, engage.

Stephanie Desmond Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.