Lee Odden presents on SEO through blogs and feeds (Photo credit: toprankonlinemarketing)
But I don’t think I ever truly understood it until now. Lee Odden has taken an almost mysterious concept and made it comprehensible. I definitely liked Optimize.
SEO, According to Lee Odden
Google doesn’t have a lot of options for its spider bots when it comes to reading your content. It can read your text. And that’s about it. While there are, I am sure, plans to try to make it so that Google can better read flash, PDFs, PowerPoint slides, Images, and Videos, the truth is, it’s currently pretty much all letters and numbers. That will eventually change, but right now that’s it.
Hence Google doesn’t know that the picture you added to your blog is an image of, say, Dame Judi Dench. It needs a caption. Sounds obvious, right? But I wasn’t doing that, not with this blog and not with my writing site or anywhere else. Oops. And that caption should be obvious, in order to serve the search bots, and informative and conversational, in order to serve your human readers/audience.
Who or What Should You Optimize For? Bots or People?
Both. And fortunately, they don’t conflict. Hence if you add keywords, tags, or categories to your webpage, blog post, etc., then if you can reiterate the keywords, etc. within the content, you’ve got it made. And you need to look around wherever you are posting, and use every available square inch for your optimization efforts. This does not mean that you cover every single pixel! Rather, it means that, if you have a space for a caption, use it. If you have a space for tags, write them. Blogs have categories. So make them meaningful, and use them. Hence I finally feel I get it. And that is a wonderful feeling.
I am published, and one issue that comes up, time and again, concerns how people can go about supporting indie authors. In particular, friends and family far removed from the business of writing or social media or public relations or marketing or the like still want to help out.
And for the writers, who may feel strange suggesting or requesting such support, I hope this little guide can do just that. Instead of asking, perhaps they can simply point to this blog post.
The #1 Way You Can Support An Independent Author
This one’s easy. Buy their book! Which version? Any version!
However, authors might get better percentages of the take with a particular format. If that is the case, and you don’t mind which format you purchase, you can always ask your friend the writer. While we always want you to buy the book (and a sale beats out no sale), if we have our druthers and it really makes a difference, it certainly doesn’t hurt to ask.
The #2 Way To Support Independent Authors
Untrustworthy by JR Gershen-Siegel
So once you’ve bought the book, a fantastic way of supporting indie authors even more is to provide an honest review. Amazon, Smashwords, and many publisher sites provide a means of reviewing novels and other creative works. Be sure to review where you purchased the book.Why? Because then you can be listed with verified purchase next to your name. This adds considerably more credibility to your review (and some places require it now).
The Sum and Substance of Your Review
What should you say in your review? If you loved the book, say so. If it was a decent read but not your cup of tea, say that as well, as it’s honest, fair, and remains supportive. After all, not everyone loves the same thing. If you’re not in the demographic group the work is aimed at, then no problem. You gave it the old college try and that’s just fantastic. The longer the review then, generally, the better. Specific references to events in the book, without giving away spoilers, really help. E. g. something like: I loved the character of ___. She was believably vulnerable.
Negative Reviews
What if you hated the book? Should you lie? Absolutely not – and, I might add, don’t lie even if the author has specifically asked for positive reviews only (an unethical request, by the way). However, if the book stinks (I’ve read books that have made me want to burn people’s computers, they were so horrible, so I know exactly where you’re coming from), then you have the following options:
Don’t post the review at all, and say nothing to the author.
Don’t post the review at all, but mention it to the author. However be prepared for, potentially, some negative push-back, in particular if that person specifically requested just positive reviews. You can sweeten the pot by offering some other assistance (see below for other things you can do to help).
Post a short review. Reviews don’t have to be novel-length! You can always write something like Interesting freshman effort from indie author ____ (the writer’s name goes in the blank). There ya go. Short, semi-sweet, and you’re off the hook. Unless the book utterly bored you, the term interesting works. If the book was absolutely the most boring thing you have ever read, then you can go with valiant or unique (so long as the work isn’t plagiarized) instead of interesting. Yes, you have just damned with faint praise. But sometimes faint praise is the only kind you can give out.
Really going negative
Post a negative review. However, be prepared for your friendship to, potentially, end. Yet is that the worst thing, ever? I’m not saying to be mean. Don’t be mean and don’t take potshots at a person’s character or personality. This is about the book and not about your relationship with the person (although it can sometimes turn into that. But keep the review about the creative work only). However, if the friendship means more to you, then seriously consider options #1 or #2 instead.
Furthermore, many sites have star systems. Adding stars (even a single star) is helpful as this signals to readers that there is at least some interest in the piece.
The #3 Way to Support an Independent Author
Post and/or share the links to either the creative work or the author’s website, blog, Facebook Author page, or Amazon Author page, onto social media. This method is free and anyone can do it. This means tweets, Facebook shares, Pinterest repinnings, or Tumblr rebloggings. Plus it’s clicking ‘like’ on Instagram, voting up a book trailer on YouTube or adding it to a playlist, mentioning the book in your status on LinkedIn, or sharing the details with your circles on Google+, and more. Every time you provide these sorts of social signals to social media sites, the content goes to more people and you are supporting indie authors. Without spending a dime, and barely lifting a finger, you can provide a great deal of help.
The #4 Way to Support Independent Authors
Be sure to follow your friends’ Amazon Author pages, and their blogs. Hit ‘like’ on their Facebook Author pages and follow them on Twitter, Instagram, Pinterest, Tumblr, etc. There are agents who give more weight to indies with larger social media followings. You can hate the book but still follow the author.
You can also work some magic in person. Show up to any signings or discussions, even if you just drink coffee and don’t participate. Ask for the book at your local library or bookstore. Read the paper version in public (train stations are really great for that sort of thing). And you can also talk to your friends, or email them about the work. Consider your audience, and don’t just spam your friends. However if your writer pal has written, say, a Christian-themed love story, then how about sending the link to your friend who has a son studying to be a pastor?
If your friend is local, try contacting your local paper and asking if they’d do a profile on the writer. They can always say no, but sometimes reporters are hunting around for short feel-good locally-specific blurbs. It never hurts to ask.
The #5 Way to Support an Independent Author
Here’s where it gets to be a time investment. Help them. A lot of serious authors ask questions about all manner of things, in order to perform proper research. Can you help with that? Do you have personal experience, or are you good at Googling?
You can also act as a beta reader when you’re supporting indie authors. Beta readers read either the entire draft or a portion of it or sometimes just the first chapter or even character bios. Here’s where you can be a lot freer with criticism, as this is all private. Is the mystery too easy to solve? The character names are confusing? Or the protagonist isn’t described clearly? The scenario is improbable? Then tell the writer. This isn’t correcting their grammar or their spelling (although it sometimes can be). Instead, this is giving them valuable feedback which will help them become better.
As always, be kind. This is your friend’s baby, after all. But if you can’t tell the difference between Susan and Suzanne in the story, then other readers probably wouldn’t be able to, either. Better that that is fixed before the book is released, than afterwords.
Final Thoughts on Supporting Indie Authors
The life of a writer can be a rather topsy-turvy one. You’re high on good reviews, and then you get one bad one and it depresses you. You write like the wind for weeks, and then you edit it and it feels like it’s garbage. Or you get writer’s block, or life gets in the way.
Sometimes the best thing you can do, as a friend, is to just listen, and be there.
The Zen of Social Media Marketing by Shama Hyder Kabani
The Zen of Social Media Marketing by Shama Hyder Kabani is a fascinating little work on how to get ahead with online social media marketing.
Shama Kabani’s book is a good read. It was awesome to be at the book launch party for the first edition (Photo credit: ShashiBellamkonda)
Shama Hyder Kabani’s prose style is engaging and direct. Furthermore, if you go to her own website, the way she writes represents an obvious reflection of the way she really speaks. Major points for authenticity.
Shama says that the three main social media areas/sites you should focus on are LinkedIn, Facebook and Twitter. Forget most others. However, this part has changed and is out of date, for I would argue to swap out Instagram or even Snapchat (depends on demographics) for LinkedIn.
In addition, your should present your company (and, by extension, yourself) on all three with a kind of what I like to call professional intimacy. That might sound like an oxymoron. However, the idea is, be genuine and sincere but also hang back in terms of too much sharing and togetherness. Your customers want to know about your company and your product, to be sure, but a little personalization works (and, in fact, can help to build trust). But too much personalization does not work. Your prospects and customers really do not wish to hear that you’re going in to have a root canal.
ACT
So Shama’s three points come under the ACT acronym:
Attract – bring the prospects and customers in with good, lively (and up to date) content
Convert – turn your prospects into customers (and this may take several visits by them before this happens) and
Transform – turn successes into magnetic forces of attraction
Attraction is your brand, your outcomes, your differentiators. And Social Media marketing is extremely good for this. Clarity of communications is key.
However, Social Media remains a less optimal tool for converting strangers (prospects) into clients (paying customers). However, it is good for converting strangers into information consumers, which can often be a major step in moving them along the path from prospect to client.
Transformation
Transformation involves social proof, e. g. we’re more inclined to do something if we see others doing it.
Therefore, you have to do a good job, and use your success in order to attract more successes. That is, ask your clients if you can retell their success stories. Make it easy to buy and pick your tactics (means of marketing) last — you need to get the essentials (such as theory) in place first.
Strategy is the big picture. Tactics are the when, the where and the how.
Blogging is also key. The idea behind blogging is three things:
Educate – use your blog to add value by giving away good information.
Market – make it attractive to buy and
Sell – make it possible to buy.
The book is a brisk read. Of particular interest are the testimonials in the back. As you go along, you realize that Shama practices what she preaches on every page of the book. And, it worked, didn’t it? Because if she got you to buy her book and check out her website, then she’s already converted you to a client. And all she needs to do is sell you her services and she hits 100% of her target. Finally, the most amazing thing is, even after you realize how much you are being marketed to, you just don’t seem to mind any more.
Huh? CLUMPS is an ugly acronym and I apologize profusely for that. But if you want to build and promote a website and improve your SEO (Search Engine Optimization), you should think in CLUMPS.
A clump of day lilies
What are CLUMPS?
I will explain.
Content
C stands for Content, and Content is King. Don’t believe me? Try looking at a site – any site – and picture it instead as a framework with lorem ipsum written all over it. Kinda silly, eh?
How to Search Engine Optimization (Photo credit: SEOPlanter)
So, people need something to read. Or listen to. Or download. Maybe to play. Or discuss. Or purchase. And it could be any other of a number of things that they would want to do with a website. And they need it from you! So make up your mind as to what you want. Plan your content and work on it. Brainstorm what you want to cover, and keep records of that. This helps when the rubber really meets the road and you get writer’s block.
For Instance
For example, let’s say you want to create an episode guide for the old television show, Quantum Leap. The show aired 97 episodes. If you post a new episode every single day, you run out out of content in less than three and a half months. If you instead post twice per week, that covers 48 and a half weeks – almost a full year. Good, but what do you do after that?
So there are a few options. One is to post less frequently. Another is to churn up the content and repost it. However, what you could also branch out. Therefore, post about the actors’ work before and since the show aired. And cover convention appearances. Add photographs. Post or critique fan fiction. Open up the floor for discussions of the show’s philosophy. Maybe you can find a related show to write about, and compare it to the original. It doesn’t matter. Just, recognize that your content might have a finite end to it, so you’ll need to work on extending that.
Furthermore, it can also help to look around the online world. What do others say about your topic? Make a Google Alert for your topic or, better yet, make several, with variations. Follow the news and see what you can comment on. Don’t copy others’ work outright, but commenting on it, linking to it, and expanding on it are all fair game. Always, always, always link back! Speaking of links ….
Links
L stands for Links. You’ve got to get your link out there, and have it linked back to by other sites. Now is not the time to keep it to yourself.
This does not mean spamming! Rather, you need to launch a bit of a campaign. Find like-minded individuals and ask for them to link to you. Offer to link to them in return. Now, it’s better if you’re linked to by pages with good, large followings. How do you find these sites? One way is to do a search on the backlinks for your closest competition. Who’s linking to them? And target those sites.
And be patient! Rising in search results takes some time, although you can promote yourself by buying search, if you like, by using Google AdWords. But if you don’t have a budget to buy listings, don’t worry.You can still have good external visibility. What matters is not being number one. What does matter is getting onto somewhere on the top three pages of search results and then working from there. Of course, the higher the better. But the difference between page 100 and page 1000 of search results is a moot one.
Usability
U stands for Usability. If people cannot find what they are looking for, if your site is slow and unresponsive, or you’re just missing too many vital things, people may come, but they will not stay.
Case in point. I spent some time a few years ago investigating linking certain nursing job sites to various places where backlinks would be welcome. I did research, and of course nursing schools are a prime potential source of backlinks.
However, for some colleges, finding the link to either their nursing school or their placement office was akin to searching a hay field for sewing implements. I had, more than once, to resort to searching on Google rather than inside a particular school’s own pages, in order to find what I wanted. Sometimes, the pages were poorly named or written (e. g. placement office pages which didn’t have the word “jobs” anywhere in sight). Others had too many unrelated or poorly related or obscure keywords (e. g. referring to such an office as the painfully generic “Student Services”).
It would have been far better to make sure that these pages were dense with correct words that people would use when searching, such as jobs, placement, careers, employment or internships.
Search Issues
Other sites had what I wanted but were painfully slow (that was often a server issue). Or the web developer was so in love with flash that the site has pretty scrolling pictures but it was hard to find where I was actually supposed to be clicking.
So look over your site. Or, better yet, have others do so. And find out from them what works, and what doesn’t. It’s not an occasion for them to tear you down or give you unstinting praise. Rather, it’s an occasion for you to learn what works, and what doesn’t.
Formal Checks
And for formal investigations, try using A/B testing methodologies. A/B testing means essentially serving up one version of a site to one person, and another version to another. And then you check their click behaviors. If these are people you know, talk to them. The difference between the “A” and the “B” versions of a page can be as small as a new color for the background or a different location for the logo versus a complete site overhaul. But it’s the smallest changes that are the easiest to process. Make small changes before you commit to larger ones.
This also goes into the idea of keywords. Keyword stuffing is, of course, a black hat strategy, and it’s the last thing you want to do. But white hat strategy isn’t just setting up a site for the benefit of search engines – it’s also setting it up for the benefit of people.
Metrics
M is for Metrics. If you’re going to do A/B testing, or if you care about whether anyone is visiting your site, you need to start looking at all of that. The best and easiest to use such analytical site is Google Analytics. Google Analytics provides all sorts of data, everything from which is the most popular page on your site to how long users are hanging around. Like many other things, take a little time and get to know the program but also allow it to gather some data. You aren’t going to get a terribly good picture of your site in a month. You need to let this percolate for a while.
Promotions
P is for Promotions. Again, I never advocate spamming. However, I do suggest that you put your link out there via your own Twitter stream, your own Facebook account, via Reddit, etc. For this hypothetical Quantum Leap site, you might want to find like-minded tweeters using a service like Triberr. You could look up science fiction, or television nostalgia, etc. and join tribes (groups of tweeters) with similar interests who would be likely to retweet your content. Use HootSuite or a Google Alert to run regular keyword searches on Twitter for various related terms. For people who are using those terms, they might have an affinity for what you’re doing. Perhaps you can follow them, and see if they will follow you back. And if they are reading your tweets, they are seeing your links. Look for reasonable hashtags and follow them, and start using them.
Check Your Metrics
But check Google Analytics after a while, and budget your time accordingly. If most of your time and effort are going into Twitter, but you get most of your readers from Facebook, you may need to rethink your Twitter strategy. Or, you could even try dropping it for a while, and only concentrating on Facebook.
Again, this is an exercise in patience. These things do take time, particularly if you have a shoestring budget and are essentially only using free services. For not paying, you will need to, instead, invest time.
Shiny New Stuff
S is for Shiny New Stuff. What I mean is, sites that stay the same, year in, year out, are just not that interesting. Plus, things change. Development proceeds at a far rapider pace than most of us know. Take a look at what’s out there, and see if making some changes will help.
For me, I started off creating a site completely from scratch, using HTML. I wanted to learn the language as well as possible, on my own. However, one area where I certainly needed help was in aesthetics. This went on for a couple of years as I had a site with good content, I was working on promotions and garnering linkbacks, and I was keeping it usable and was checking metrics.
I eventually moved the site to WordPress, and used their templates (the content, of course, is wholly my own). The site looks better and functions better. It also gives it a newer look. Plus WordPress fixes a lot of issues with key words. So long as your post is on point and mentions the keywords you want to tout, those key words will be in the page, and will be searchable by Google’s spiders.
Upshot
CLUMPS is still a lousy acronym. But I hope you’ll find it continues to hold true. The way to get your site out there, noticed and loved, is to make it as good a site as possible. Consider the sites you love. What they look like, how they work, what content they deliver and how they keep things fresh and interesting. Follow the metrics for your own site but take a leaf from those other sites’ pages. Not to out and out copy, of course, but rather to be inspired. And you can make your own quantum leap to better SEO.
Podcasting can get you to a wider audience. It’s a different medium from what you might be used to. And it offers practice and the opportunity to polish some skills that you, the writer, might not have realized you needed, such as thinking on your feet and being an interview subject.
Getting Started with Podcasting
What do you need for podcasting? This image is a pretty good summary of what you need –
Podcast 1 (Image by user Tim Wilson on Wikimedia Commons). File is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.
The good news is that you have most of this stuff already. In fact, you don’t even need everything that’s in the image.
Computers
It doesn’t seem to matter too much which type of computer you use. You really just need an Internet connection. You will need some speed, so dispense with dial up if you’re still using it (someone out there is, right?). I would, though, recommend using an actual computer as opposed to a phone for podcasting, as the resultant file is going to be huge.
Microphones
The image shows a studio-style mic, but the truth is, you don’t need to get quite so fancy. My own microphone is part of a headset from an outfit called Hama. I know I bought it a few years ago. It works just fine and most importantly, the mouthpiece is adjustable. You want adjustability because, inevitably, you’re going to sneeze or cough, or the phone will ring or whatever.
Software
To be able to talk to your fellow podcasters on your show, or to your guests, you’ll need some software. Essentially what you are looking for is chat. My team and I like to use TeamSpeak. I imagine you could do as well with Yahoo! or Facebook chat. Just make sure that whatever you are using is private. Oh, and turn any sound notifications off.
If you’re going to put your podcast on YouTube (I think this is generally a good idea), you’ll need software for that, too. I use software that comes from my school, Screencast-o-matic. The school also uses TechSmith Relay but I prefer Screencast-o-matic. Either way, you want software which allows you to record a fairly long video.
You may not think that you need any sort of visual art software, but I beg to differ. At minimum, your podcast needs a logo or at least a slide that you can slap onto the front of your YouTube video. Photoshop or Gimp is ideal, but Paint or even Microsoft PowerPoint can do in a pinch.
Image Permissions
If you are going to use an image that you didn’t make, check the license! I like to use Wikimedia Commons as a lot of their images have open licenses or they just require an attribution and nothing more. Remember – just because an image exists online and you can right-click and save it, does not mean that you have permission to use it! When in doubt, use one of your own images. I like to use scenery images if I don’t have a logo. Scenery can even be something really tiny, such as one flower bud.
For sound editing, the beauty of TeamSpeak is that it allows for sound recording. But you will still need to trim something or other. I have Audacity though I admit I don’t use it for much (I don’t do the sound editing for our podcast). But Audacity is otherwise useful.
Practice
You should practice before you try to go anywhere with podcasting. It doesn’t need to be long or involved. Get to know the software. For example, TeamSpeak allows for a push to talk feature. Use it! This will help a lot when you are recording, as you need to consciously press a button for any sound to come out. Practice using this until it’s second nature.
Use Audacity, and record yourself saying something simple and scripted. It can be a nursery rhyme or the like. You don’t want to be doing this for more than a minute or so.
The idea here is to listen to playback. Can you be understood? Are you too breathy? Does your accent push through a bit too much? Do you talk too fast? Every single one of these issues can be fixed, including the accent.
Fix Your Audio
Generally, you will need to slow down and enunciate. This doesn’t mean that you can’t have fun, but at least in the beginning you’ll want to talk more slowly, in particular if you have a thick accent. If you’re too breathy-sounding, try bringing the mic farther away from your mouth. As for outside noises, you’ll need to close windows and doors, put pets outside, and turn off fans and space heaters. Set your phone on mute.
When you work with co-hosts, practice with them at least once. Remember to not talk over them and, if you’re laughing at their jokes, you need assure that even your laughter is being recorded.
Hosts and Guests
Consider your subject and your potential audience. On the G & T Show, we talk about Star Trek and Star Trek Online. This includes the novels and cosplay. We will also branch out to talk about other gaming and other science fiction. Having this broad a topic but with its own limitations makes it fairly easy to come up with show ideas. As for guests, our hosts network at conventions, in the STO game, and on social media such as Facebook and Twitter.
Cohosts
A co-host is an extremely good idea, as otherwise you’re talking to yourself a lot. While you could carry a show by yourself, it’s a lot easier if you don’t have to. Three hosts tends to be a really good number, particularly if the third is not too active. You’ll quickly find your hosts unconsciously dividing into three groups:
The talker – this person won’t necessarily stay on topic all the time, but they can fill dead air.
The organizer – this person understands creating a theme and keeping the show on target. This person often remembers to thank the guests.
The utility infielder – this person can chime in and also cover if either of the first two cannot podcast. Along with the organizer, this person often performs research and gathers potential podcast material in advance.
Guests
As for guests, consider your circle, both online and off. You can podcast without guests, and you will most likely need to get a few under your belt before anyone will want to visit.
However, when you do get guests, the usual details apply, e. g. be polite, give them ample time to plug whatever they want to plug, and prepare questions for them in advance. If your guest writes, for example, you might want to talk about the themes in their book, where they get their inspiration, how long they’ve been writing, and how they first became published. Think outside the box and consider guests a little removed from your basic subject. Hence if your subject is books and writing, why not have a cover artist on as a guest, or a professional editor? Maybe feature a literary agent or a representative from a publishing house.
Podcasting Extras
At G & T we have a Streaming page and use a minicaster. This also includes a hosted chat room – the show broadcasts live and the audience can listen and follow along in the chat room. This is not necessary, but it’s fun.
Blogging
We also blog about the show, which means that we take notes (in our case, the utility infielder does this). The blog is a great place to get the URLs in that we may have talked about but our audience might not have gotten the first time we mentioned them. With the blog, we can just make clickable outbound links. We also make sure that a player is embedded into the blog, so that a reader can listen to the show if they would prefer that.
Podcasting and Distribution
We always upload our podcast to not only iTunes, but also MixCloud and YouTube. These spread our broadcast even further. We use a regular logo card as the image accompanying our YouTube videos. For special interviews, we make different images, usually with our guest’s provided headshot.
To introduce new segments, we use bumpers. These are just short (less than half a minute long) introductions to various segments (e. g. Star Trek News). Ours consist of our utility infielder’s niece giving the title of the segment and then some introductory music that we have permission to use (always get permission or make sure that music is public domain!). Bumpers help because they provide a smooth transition between segments and they can cover up any ragged transitions. We splice these into the completed file. Our announcer girl has also recorded our intro and our credits portion (with music we can use), so we added these as a part of post-production. Again, these provide recognizable transitions for our audience.
Promotions and Podcasting
We promote our show on social media, with mainly our YouTube, Facebook, and Twitter accounts. We also have Tumblr, and Pinterest accounts but use them less. Our main promotions come from YouTube, Facebook, and Twitter. We also promote at conventions, including a table at Star Trek Las Vegas for the past few years.
Why Not Podcasting?
So what are you waiting for? Why not give podcasting a try?
Janet Gershen-Siegel is freelance social media marketer and a Master’s degree candidate (Interactive Media, ’16) at Quinnipiac University. Her novel, Untrustworthy, was published by Riverdale Avenue Books in 2015 and is available on Amazon in both Kindle and paperback editions.
What really is Search Engine Optimization? (Photo credit: Go Local Search)
But I know it’s important and so I’m going to take my shot at trying to optimize things as best as I can. The fact that the site and this blog are already on Google (and I already pretty much own jespah as a keyword – I’m #2 on Google already) is encouraging.
An Early Hint
In 2010 I met Kevin Palmer for a networking meeting, and told him I was interested in creating a new site for myself. And he told me — it’s like three legs of a stool: Content, Design and SEO.
Content I’ve got. I’ve got content coming out of my ears. I’ve got stuff to write like, like Carter’s got Liver Pills as my Dad would say.
As for design, I use WordPress. It is far, far simpler to just use their templates. They have an excellent understanding of how to put together a sweet-looking website and give it some style. And it’s mine and I made it and I am not only fully responsible for the content, I am also responsible in every way for its design and usability. With the help of WordPress, it’s prettier and more usable than ever.
SEO
But then there’s SEO. My friend, Robert Gentel, who runs Able2know, which we both manage (he’s the owner, I’m the Community Manager/Project Manager/Chief Cook, etc.), is an SEO whiz. I have talked to him about it a little bit. As I spread my own wings, I also learn from classes at Quinnipiac and from looking at Google’s own tools and, frankly, from my own experimentation.
I’ll either fly or fall onto the pavement. The first option is more attractive, so SEO it is.
Oh and the title? It’s a play on Freud’s book. I’m not a big Freudian but I do love the title.
The Yahoo! Style Guide. For my social media writing class at Quinnipiac University, we were required to purchase this book and use it as a reference.
However, instead of just referencing the guide as needed, I read it from cover to cover. And it is a fantastic guide.
Writing Online
So for most people, the act of writing online seems to mainly consist of ejecting words and hoping that they will somehow collide in a manner that is coherent or at least semi-understandable. The Yahoo! Style Guide, instead, serves to provide some well-needed guidance.
Cover of The Yahoo! Style Guide via Amazon
Rather than displaying seemingly antiquated grammar rules, the guide provides logical explanations. Hence as the guide says on Page 50,
“Scan an article reading only the headlines. If you can understand the flow and substance of the story, your content passed the test. If something seems confusing, you may need to rewrite the headings or even reorder some paragraphs.”
So to my mind, this makes infinite sense. Consider how quickly we all skim articles and newspapers these days, whether online or in dead tree format. Headlines and graphics grab our attention. Perhaps they are more fraught with meaning than they should be, but those are the current rules of the game. Therefore, writers on the Internet need to understand that headings, image captions and the like are important to the human reader.
In addition, and unsurprisingly, these elements are also important to machine readers, e. g. search engine bots.
Worth the Price of Admission
And then on Page 4, the guide talks about eye tracking. Yahoo! has surveyed users, and they have come up with an understanding of a general pattern as to how people browse websites. Here’s what they said:
“People scan the main sections of a page to determine what it’s about and whether they want to stay longer
They make decisions about the page in as little as three seconds
If they decide to stay, they pay the most attention to the content in the upper top part of the screen”
So you’d better get your pages and posts in gear, and pay particularly close attention to headings and the content that sits above the fold. Because the guide shows you the way.
About a thousand (er, twenty) years ago, I used to practice law. And,
LinkedIn pen (Photo credit: TheSeafarer)
of course, things were far different then as opposed to now. But I have retained some of my old interests and connections, and would get the paper version of the ABA Journal for years after I had hung up my shingle.
Once a lot of that started to go online, I renewed my interest in any number of facets of law practice, in particular how it collides and dovetails with the Internet and, these days, Social Media.
Viral Marketing Gone Wrong
And I have seen enough tone-deaf Social Media campaigns (Able2know is rife with laughably bad viral marketing attempts, for example) to see the need for a publication like Law Practice Today to try to clear up some misconceptions and get lawyers going in a good — or at least non-harmful — online direction. What is great about this article is that it doesn’t just apply to attorneys.
Get Your Own Domain Name
The first point made in the article is: You need your own internet domain name. Well, yes. And it continues to surprise me when companies and individuals who are attempting to make a splash (or at least not appear to be totally out of it) online don’t do this. C’mon, people, domain names are cheap! Go to GoDaddy and buy one! You can direct WordPress to be posting through a domain name that has naught to do with WordPress. This is not too tough (hell, that’s what I’m doing with my blog), or you can hire someone to do this. It’s a lot, to me, like buying business cards with your actual name on them versus cards that just say “Lawyer”.
Rejuvenate Your Website
The next point is: Rejuvenate Your Website. No argument here. Stale websites are as appealing as stale bread. I am not saying that you need to update every minute or every day or even every week but I see an awful lot of abandoned blogs and websites out there — or at least they appear to be, as their most recent changes occurred in 2010. That means it’s been at least nearly two months since anyone changed them. Surely there is news, or at least even cosmetic changes would give one’s readership/potential clients a feeling that someone was minding the store.
Use a Good Profile Picture
Point number three is: Your picture is worth a thousand words. A good picture is, well, good. You might not be able to afford to hire a professional as the article suggests. That’s okay if you at least get a decent photographer friend to take a lot of pictures. How many? How’s one hundred? Lighting varies. You might not smile perfectly the first time. Your tie might be crooked. Your hair might be flying in your face. You might not be looking directly at the camera. There are any number of reasons why a photo can go wrong. And get your pal to snap photos of you in various places, doing various things, so long as they are germane to the site. For a lawyer, that could be in the office, or in front of a courthouse or in front of the office building or with colleagues or alone. After all, with a good hundred photos, you might end up with several usable ones. If there are choices in different locations, you can use them to make different points on your site.
Fill Out All About Me and Profile Pages
Point number four is: It’s All About Me. That is, create an “About Me” page. There’s a place to put a photograph or two, eh? It doesn’t have to be long, but give it a little personality. Be sensible, of course. This is probably not the place (assuming you’re a lawyer) to tout your ninja skills. But if you play tennis or have two kids or are from Omaha, by all means, those things are perfectly fine here. Otherwise, you’re just nameless, faceless Joe or Jane Lawyer — and I, as your prospective client, can find a million of them.
Give Visitors Take Aways
The next point is: Give visitors something to “take away” from your blog. Me, I write articles and I allow the reprint rights. So if my experiences can help you, then by all means reprint my articles, and I wish you well, so long as you respect my rights in the matter.
Work on SEO
The next point is: get on Google+ as it gives you a boost in rankings. For an SEO beginner, or someone with a limited budget, this is easy and free and it takes nearly no time.
Here’s another point: Make Sure You Advertise on Google Local. I felt no need to do this, but I’m not trying to push ecommerce directly through my site and blog. Your mileage will, undoubtedly, vary.
LinkedIn
Next point: Be LinkedIn. Hell yeah. Here’s my LinkedIn profile. Yes, I will link to you – just send me a request. Also, I have found that LinkedIn is an excellent way to get to know people attending an event with you. If you can get a hold of the guest list in advance (and with Eventbrite, evite and others, you can), look those people up on LinkedIn. Hey, you might have something in common with them, their photo might be up so that you can recognize them and they might be someone you’d like to know, either personally or professionally.
Gather Business Intelligence
Then there’s the penultimate point: Use Social Networks To Gather Business Intelligence. People share all sorts of stuff these days. Want to know if someone is moving? Going on vacation? Selling their business? Changing jobs? A lot of that information is out there, free for the taking. And other things are out there, if you know how to dig. I’m not suggesting that you turn yourself into a creepy stalker but if a possible client is tweeting about buying land, and you’ve got a real estate practice, well, do I really have to connect the dots for you?
Tell People the News (About You or Anything Else of Interest)
Here’s the last point: Be the Evening News. The idea is, broadcast youtube-type stuff, either your own or pass along others’. Agreed, but I wouldn’t overdo this, particularly not at the expense of other types of content, which are generally easier for Google to index (and for you to get an SEO bounce from). But by all means, if it adds value (there’s a big if right there. I adore the Old Spice Guy but he does not help me on my site), add it.
The bottom line, I think is: don’t be afraid. Yes, the Internet can bite you. But it can also be quite a good friend to you. So start supercharging.
Adventures in Career Changing means job applications.
Success
Beyond networking, education and research, there are just sometimes some forms to fill out. I have filled out – I have no idea how many. And while there are problems with many of these forms, there is also some good out there, along with other aspects of looking for a job these days.
#10 – Following Twitter to Find Jobs
There are all sorts of Twitter streams which showcase any number of openings. Company streams, in particular, can be a good source of leads. Make sure to watch for perhaps a week or so in order to determine whether the content is being updated frequently.
#9 – LinkedIn, Land of Opportunity
For power users of LinkedIn, there are numerous ways to look for work. One good way is to check their job listings, and apply through the site. Some openings allow you to apply directly via your LinkedIn profile. Others send you to a company’s website. But make no mistake; companies (or at least they should) check the traffic sources for the job applications they receive. And so by going to a job application directly from LinkedIn, you show that, at least in some small way, the biggest online networking site in the world matters.
#8 – LinkedIn Skills and Endorsements
If you’ve got an account on LinkedIn, surely you have seen these by now. So fill in your skills profile! And make sure to endorse other people as well, and a lot of them will reciprocate.
#7 – Scannable Resumes
Gone are the days when most resumes were eyeballed, at least to start. Because your resume is far more likely to be read by a machine before a human. So get your resume loaded up with keywords! Why? Because you’ll make the first cut, that’s why.
#6 – Personal Websites
The good, the bad and the ugly are out there. My own, for instance. Because the site is completely functional. And it comes up quickly, plus you can readily find everything on it. Finally, Google ranks it fairly well.
#5 – Clarity
Job descriptions can become very precise these days, as employers can (in part, in some instances) select software and versions from drop-downs to better communicate their needs to the job seeking public.
#4 – LinkedIn Recommendations
Unlike endorsements, these require a bit of prose. But they can be rather powerful. At the very least, you don’t want to be a job seeker who doesn’t have any. So ask! And not just your boss or former boss – ask your coworkers as well, and offer to reciprocate.
#3 – Blog
Just like this one, a candidate can use a blog to provide more information or get across personality without having to overload a resume. Savvy employers will look candidates up on social media. Why not give them something good to find?
#2 – LinkedIn Functionality
For jobs advertised on LinkedIn, for some of them, you can apply by connecting them directly to your profile. What could be easier?
#1 – Being Able to do this Online
Finally, of course, a lot of the job search still must happen in an old-fashioned manner. Interviews will, for the most part (except, perhaps, for quickie phone screens, particularly where relocation is at issue), be conducted in person. A lot of networking will still happen at events and not on LinkedIn. But a ton of it can happen in cyberspace. It makes the search far easier and faster than it ever has been.
This is tabs and tabs of an Excel spreadsheet as I think about what I really want to do with all of this.
It’s becoming more obvious is that I’ve got major ambitions and there aren’t enough hours in a day in which I can accomplish them. To really make a good site, a beautifully designed one with awesome SEO and kick-bun content, means engaging something like 50 people to do it.
Egad. I’m organized and I’m energetic and I’ve got time these days, but I’m not 50 people.
This is a source of a bit of stress, to be sure, but it’s also a challenge. How can I leverage what I’ve already got? How can I use my organizational skills to make things easier on myself? How can I set up some things which will run on their own, thereby saving me time? What’s the timing of, well, of all of it?
I’m very excited about this whole venture. I actually got a little Google traffic yesterday! Yay!
I’ve only been on Google for maybe 3 days. Holy cow. This stuff really works.
I have a billion things to do. Oh and I’m running in a 5K in a week. If I could do web development while running, I would.
So Shama’s three points come under the ACT acronym: