Big ideas already coming out of my #optsum attendance at Jason Falls’ session…. SEO and good content are not mutually exclusive. There are good tools out there, for free or little cost, which each give you portions of the picture you need. You must baseline well, track well, and revisit as needed to make sure you’re moving the needle. New media marketing must be more responsive, more technical, and more involved in content direction, not just creation.
Understand that your business blog is most likely NOT a community of dedicated fans, or even casual community members. It’s most likely a destination for first time visitors who’ve found you via an external site. Like search. Most likely, 80% of those who visit your site do not know anything about you… they found some part of your site via a specific search term.
Understand that the average Google search is 4 words long. And the next most common? 5 words. And the more specific the search term you win with SEO, the more qualified the buyer. Case in point: Winning “New Media Marketing” is less advantageous than winning “Tulsa New Media Marketing Agency”
Rinse and Repeat >> stay on top of your keyword research and SEO analytics. They change frequently… get into that data at least quarterly.
Focus on what you qualified traffic / prospects you want… if your blog is truly about growing your business, stop writing about just what you want and write about what will drive the results you want. (or vlog, or create other content ).
Corporate blogs need to reach a critical mass before they will really drive leads effectively. Starting and stopping is not helpful. Around 20-ish seems to be where the curve starts to grow. 50+ posts is when things start to take off. Of course, this assumes that the posts are quality ones and they relate to your desired traffic, keywords, etc.
So where does this leave you if you’re blogging for your business? It’s time to take a good hard look at structure, organization, focus and results so your business can blog purposefully.
And now my brain is full. Follow @jasonfalls on Twitter so you can see his presentation.