The 3 "R's" of Blogging


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The 3 "R's" of Blogging (and the Two "P's") shows how to blog to get people to pay attention.

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  • Key Points: Blogging started as social expressionPeople blog for all sorts of reasonsWe are going to focus on blogging for businessDemonstrate expertiseImprove search positionHumanize your firm
  • Google is the new yellow pagesConsumers are smart enough to know the difference between paid links and organic contentConsumers are more likely to click links to peer reviews then company sitesStory of bank blog experienceContent never goes away, it is superseded by newer content
  • While there are hundreds of elements in the Google Algorithm, these three are always relevantRelevancy – Your web copy and blog posts should contain key words This sounds simple, but sometimes, we miss the obvious.  I had a client who designed a product which was an alternative to a “vent damper”.  He didn’t want any association with the actual term.  Unfortunately since consumers did not know his product existed, they couldn’t find him.  We rewrote his home copy to say: Unlike traditional vent dampers, our product….  Suddenly, people could find his site.Recency - New content goes to to the top of the list.  While it is unproductive to update your home page every day, you should have a strategy for adding new content on a regular basis.  This is why blogs have become so popular for small business owners.   A fresh blog post, containing relevant information, gives visitors, and Google a reason to come back.Related Links - The Internet is a collaborative community, and you are judged by the company you keep. To improve visibility,  work with your strategic partners to add links on their sites and reciprocate with links on yours.  Share the love, with references to associates who have products and services which are RELEVANT to your target audience.  Also consider a few links to national trade associations, and organizations even if they don’t link back, this does give a level of authority and credibility to your site.   Another tactic is to write comments on other related blogs.  Again, this creates a positive impression of you ( assuming the comment adds value to the original post) and it creates a link back to your site.
  • Updates at least three times a weekMinor changes to existing content mixed with new content
  • The 3 "R's" of Blogging

    1. 1. The Three “R’s” of Blogging And the Two “P’s”
    2. 2. Why Blog? – SEARCH!Content Helps People Find You
    3. 3. Search Starts Here:
    4. 4. Three “R’s”Recency, Relevancy, Related Links
    5. 5. Recency• When was your site updated last?• How often to you update your site?• Why does it matter?
    6. 6. Recency• When was your site updated last?• How often to you update your site?• Why does it matter? - Spiders Get Bored
    7. 7. Relevancy
    8. 8. Relevancy• Does content match search strings exactly?• How much content does your site contain with a particular search string?• Do page titles, tags and keywords contain relevant strings?
    9. 9. Blogging Leverages Recency & Relevancy• Easy to update• Vary content by page• Search engines typically count each post as a page
    10. 10. Related Links• On the internet, you are judged by the company you keep• Good links are on pages which have: – Influence, Trust, Relevance,
    11. 11. Types of Links• Inbound• Outbound• Internal
    12. 12. Two “P’s”Proximity & Prominence
    13. 13. Proximity• Address• Map Coordinates• Listing on geographic sites: Google Places, HotPot, Facebook Places
    14. 14. Prominence• Reviews• Recommendations• Ratings• Mentions on Social Media
    15. 15. Getting Started • Choose Hosting • Choose a Platform • Generate Content
    16. 16. Blogging Software is Easy to Use
    17. 17. What Makes Good Content• Product Information• Company Information• Employee News• Community News and Events
    18. 18. Promoting Your Blog• Don’t Leave it to Chance• Use Social Media to Drive Traffic• Add Blog to eMail Signature and Business Card
    19. 19. You Are Not Alone• Erie Insurance – Turn Key Content – Blog Posts – Tweets, Facebook or LinkedIn Updates – Squeeze pages and eMail
    20. 20. When I am Looking for Insurance Will I Find You?