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Blogging for your Construction Industry Business

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This presentation was prepared and delivered for the Chartered Institute of Marketing's Construction Industry Group digital workshop. The event was held in London in March 2011

This presentation was prepared and delivered for the Chartered Institute of Marketing's Construction Industry Group digital workshop. The event was held in London in March 2011

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  • Fortunately you can customise your permalink structures inWordpress.
  • The important thing is to set your permalink structure and to never change them on that blog.
  • Login to your Wordpress installation Open the settings menuClick on permalinksEdit the Custom Structure box – I use post ID and post name
  • Copy and past the selection on the next slide into the Update Services box.This is found within the Writing tab under settings in Wordpress
  • Look for content inspiration on Amazon by looking at the chapters of best selling books

Blogging for your Construction Industry Business Blogging for your Construction Industry Business Presentation Transcript

  • Delivered at CIMCIG
    17th March 2011
    The Building Centre
    London
    Three Steps to Optimising Your Blog
  • What’s coming up...
    • Why Blog
    • Setting up your Wordpress blog View slide
    •  Thinking About Search Engines View slide
    • Writing and Amplifying your Content
    • Three Key Takeaways
     
  • Is any of this important?
    Passion / Expertise / Authority
    Web Traffic / SEO
    Engagement / Interaction / Community
  • Good examples include...
    Why is this a good blog?
    • Tells a story – Saville Row quality without the row
    • Demonstrates credibility and passion
    • Hosts a data capture form
    • Used as a feedback opportunity for new products
    • Ranks 1st page on Google for ‘Savile Row Tailor’
    http://www.englishcut.com/
  • What’s coming up...
    • Why Blog
    • Setting up your Wordpress blog
    •  Thinking About Search Engines
    • Writing and Amplifying your Content
    • Three Key Takeaways
     
  • Permalinks
    What are permalinks?
    • They are the web addresses for each of your blog posts
    • They are also how your blog posts appear to search engines
    • For example:
    http://www.londonbloggers.net/?p=123
    • How can you tell what the post is about?
    • Could the link contain your blog post’s keywords?
    • For example:
    http://www.londonbloggers.net/619/blogging-challenges-2011/
  • Permalinks
    Customise your permalink structure:
    Option 1: /%post_id/%postname%/
    http://www.londonbloggers.net/619/blogging-challenges-2011/
    Option 2: /%category%/%postname%/
    http://www.londonbloggers.net/blogging/blogging-challenges-2011/
    IMPORTANT: once you set your permalink structure, you should not change it.
  • Pings
    What are pings?
    • Pinging search engines tells them you have added new content
    • Great for SEO & traffic
    • Good news: WordPress has an automatic ping feature
  • Pings
    You could include:
    http://rpc.pingomatic.com/
    http://blogsearch.google.com/ping/RPC2
    http://rpc.technorati.com/rpc/ping
    http://api.feedster.com/ping
    http://rpc.icerocket.com:10080/
    http://rpc.blogrolling.com/pinger/
    http://api.my.yahoo.com/RPC2
  • Plugins
    What are Plugins?
    • They are additional bits of code you install on your blog
    • They add extra features to enhance performance
    • There are thousands available here: http://wordpress.org/extend/plugins/
    • Which ones are worthwhile installing? http://wordpress.org/extend/plugins/browse/popular/
  • Plugins
    Some of my favourites:
    Getting more traffic
    • All in One SEO Pack
    • Subscribe To Comments
    • SexyBookmarks(by Shareaholic)
    • What Would Seth Godin Do
  • Plugins
    Some of my favourites:
    Making your blog work better
    • WPtouch
    • Akismet
    • Google Analytics
    • SI CAPTCHA Anti-Spam
    • WordPressDatabase Backup
    • WP Ajax Edit Comments
  • What’s coming up...
    • Why Blog
    • Setting up your Wordpress blog
    •  Thinking About Search Engines
    • Writing and Amplifying your Content
    • Three Key Takeaways
     
  • All in One SEO Pack
    Yet Another WordpressPlugin
    • 7,428,576 downloads
    • Out of the Box SEO for your blog
    • Enables:
    • Creation of keyword rich and friendly descriptions
    • Canonical URLs
    • Fine tuning of page navigational Links
    • Automatic optimisation of your titles for search engines
    • Automatic META tag generation
  • All in one SEO Pack
  • All in one SEO Pack
  • Categories & Tags
  • Categories & Tags
    Categories
    • The indexing system for your blog
    • Allow you to sort your posts into related groups
    • Enable readers to easily find the content
    • Encourage readers to read more content
    • Great for search engines
    Tip: ensure your categories align to your keywords
  • Categories & Tags
    Tags
    • A tag is a piece of meta data that classifies your blog post
    • Allow you to sort your posts into related groups of content
    • Enable readers to easily find the content they want
    • Encourage readers to spend more time on your blog
    • Great for search engines
    • Create index pages of related content
    E.g. http://www.klaxonmarketing.co.uk/tag/blogging/
  • Categories or Tags
    • Categories and Tags work well together
    • Great for search engines
    • Enable different types of readers to enjoy and share your content
  • What’s coming up...
    • Why Blog
    • Setting up your Wordpress blog
    •  Thinking About Search Engines
    • Writing and Amplifying your Content
    • Three Key Takeaways
     
  • Content & Comments
    Content
    • Don’t be afraid
    • There’s no time like the present
    • Develop a content calendar
    • Prepare a monthly plan of topics and content owners
    • Write and schedule to publish at specific dates and times
    • Leave time to react to industry items
    • Images, video, presentations, audio, links – not just text
  • Content & Comments
    Comments
    • You want to encourage interaction & engagement
    • Why? Create the opportunity to start a dialogue with your target audience
    • How?
    • Ask readers to comment
    • Post provocative content (aka link bait)
    • Reply to comments openly
    • Post regularly in shorter bursts
    • Publish at times people are likely to be reading
    • Highlight top commentors
    • Run polls, competitions, give-aways, promotions etc
  • About & Contact Pages
    About
    • Tell people what your blog is about
    • Introduce why your are qualified to comment
    • Encourage people to subscribe to your RSS feed
    • Give browsers a reason to read and engage
  • About & Contact Pages
    Contact
    • How frustrating is it when you can’t find contact details online?
    • Use a simple plugin to create a contact form
    Read: http://www.problogger.net/archives/2008/03/29/20-types-of-pages-that-every-blogger-should-consider/
  • Social Media Amplification
  • What’s coming up...
    • Why Blog
    • Setting up your Wordpress blog
    •  Thinking About Search Engines
    • Writing and Amplifying your Content
    • Three Key Takeaways
     
  • Three key takeaways...
    Use plugins to improve functionality and SEO
    Amplify your content through SoMe
    Make your content engaging
  • Thank you
    Andy Bargery
    Managing Director
    Klaxon Ltd
    Tel: +44 (0)20 7193 6627
    Email: andybargery@klaxonmarketing.co.uk
    Twitter: @andybargery
    Blog: www.klaxonmarketing.co.uk
    This document is for presentation purposes only and is strictly the copyright of Klaxon Ltd.