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Dead Simple Internet Marketing™ Series

Blogging 101 for Professionals & Small
Business
Presenter: Doug Hay, CEO
Presenter: Doug Hay
• Early adopter of Internet
marketing & social media
• 30 year marketing veteran
• Sought after speaker presented at local, regional
and national conferences
• Lectured at two universities
for the Sales & Marketing
Executives program
Our Services For Small/Medium Biz
• Website design & programming
• Social Media consulting,
implementation & training
• Small business SEO – Search
Engine Optimization: Keywords,
link building & content creation.
• Press release writing, optimization
and reporting
• Blog set up, strategy, and training
• Email programs
• Online reputation management
• Video production & marketing
• Staff training
More
Leads?

More
Sales?
Free
Internet
Marketing
Analysis

Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306 Toll Free: 877-226-3823
Agenda
1

Presentation

2

Q&A

3

Ask for Slides
Blog lingo
A blog is a website in the form of
a ‘journal’ that is available on the
web.
• Blog. Slang for (weB LOG)
on the Web.
• Blogging. The action of
updating a blog.
• Blog post. The content of the
blog entry – an article.
• Blogger. Someone who
maintains a blog.
• Blogosphere. The
information available in blogs
on the Internet
Content Marketing
“Content marketing is a
marketing technique of
creating and distributing
relevant and valuable
content to attract, acquire,
and engage a clearly
defined and understood
target audience – with the
objective of driving
profitable customer
action.”
Source: Content Marketing Institute
More than eight out of ten companies surveyed
said they were using some type of content

marketing to better engage with potential
and existing clients.

“The future of marketing is not about selling so
much as it is about engaging. This is what
resonates with customers and why marketers
have embraced content marketing in such
large numbers."
Source: Survey, conducted by HiveFire
Objective: Leads & Sales
Visitor

Your
Site
Visitor

Visitor
Content Marketing

Blogs

Newsletters
Readers

Social Media

Leads

Sales Funnel

Prospects

Sales
Technorati Media - 2013 Digital Influence Report
Blogs Outrank
Social Networks
for Consumer
Influence: New
Research
Social Media Examiner:
http://www.socialmediaexaminer.com/blogs-outrank-socialnetworks-for-consumer-influence-new-research/
Strategy
Internet
Marketing
You Are Not Alone Out There
How can
our site get
found?
Your
Web
Site
Integrated
Marketing
Strategy
Integrated
Marketing
Strategy

Offline
Marketing
Integrated
Marketing
Strategy

Offline
Marketing

Email
Integrated
Marketing
Strategy

Offline
Marketing

Email

Referrals
Integrated
Marketing
Strategy

Offline
Marketing

Email

Web
Site
Referrals
Integrated
Marketing
Strategy

Offline
Marketing

Blog &
Content

Email

Web
Site
Referrals
Integrated
Marketing
Strategy

Offline
Marketing

Email

Web
Site

Blog &
Content

Referrals

Social
Media
Think Like a Publisher
Web site

Video

White
Papers

Blogs

Press
Releases

Emailed
Newsletters

Case
Studies

Audio

Articles
New Marketing
Brand
Brand

Brand

Brand
Brand

Brand

Brand

Brand

Brand
Blogging
Benefits of Blogging
• Get connected with
prospects
• Helps make your website
show up in Google
• Generates leads
• Key part of content marketing
• Use in Social Media
• Helps your reputation
management
• Allows you to connect with
influencers
• Tool to grow a following
• Low cost marketing
[Image by JosephGilbert.org.]
Blogging

Success
Facebook Guru
Daily Blog Posts by Email
Blog Success
• Wegman’s - family-owned supermarket chain with
less than 100 stores
• Accolades from customers and media
• Named them the top US grocery chain in 2009 –
Consumer Reports
• Founder's simple mantra that “it is essential to treat
customers and employees right.”
• Blogged about behind-the-scenes stories from their
organic farm.
• Posts from both top executives and individual store
employees (chefs, deli workers, etc.).
Source: Inc. Magazine
Social Media Stats:
• Website: Ana White Homemaker
• Facebook: (Under “Knock-off Wood”): 50,000 (2012) fans
• Twitter: 2,550 followers
• YouTube: 30 videos
Highlights:
• Ana White’s blog draws nearly three million unique page
views every month.
• 90-95% of her Facebook content comes from fans, and
she leaves it all public.
• Pinterest is the #1 referring site to her blog, bringing 6,000
unique visitors a day.
• In year two, the blog began bringing in enough advertising
revenue to support her family.
Source: http://www.socialmediaexaminer.com/how-alaskan-mom-brings-millions-to-her-carpentry-blog/ (2012)
“Do you have advice for other women who
might aspire to a blog-to-book career like
yours?
I put 90% of my time into creating content and 10%
into other stuff like answering emails, social media,
and promoting posts. If I had started with the
opposite, just 10% on content and 90% on
promotion, I don’t think I would be here today. Try
to create content that’s so valuable it shares
itself, and then you can focus on doing what
you love.”
Read more: http://www.thegrindstone.com/2012/10/17/mentors/homemaker-anawhite-i-would-love-to-be-the-rachael-ray-of-diy-719/#ixzz2YT6TWQVQ
Set up
business
blog
Click thru to
website

Homework &
goals

Write
posts

Promote
your blog

Blogger
relations

Link to
website
Homework
What Do You Want To Achieve?
• Set goals
• What audiences
should you be
communicating with?
• Set up metrics to track
the results
Starting Your Blog
• Choose a platform e.g.
WordPress
• Build a blog
• Add features – called
plug ins
Free Blogs
• Download from
WordPress
• Hosted by
WordPress
• Doesn’t give you
search visibility
Your Blog
1.
2.
3.
4.

Find URL e.g. www.yourname.com
Arrange hosting e.g. Media Temple
Purchase theme (design)
Upload theme to your hosting
(needs a programmer)
5. Add content – text, images, video
Responsive Themes (Designs)
• System for building a
website/blog
• Automatically resizes
for monitors, tablets
and smart phones
• Custom for each –
viewing, navigation
and load time
Keywords
Keywords
are words or phrases
that describe content
such as webpages,
blogs, text pages,
photographs, audio
files or video files.
Search Engines
index content using
keywords to make it
easy for users to
quickly find things
that they are looking
for
SEO Steps

1

• Keyword research

2

• Write web pages
with your keywords

3

• Add fresh content:
blogs, video, pix
Key Word Research
Keyword Research
• Do your Keyword
Research
• Look for words and
phrases that people are
searching for, so you
get the most traffic to
your blog
Source: http://www.ampyourstrat.com/
The Long Tail Keywords
Long tail keywords are keyword
phrases that:
• Have lower search volume
• Competing pages are smaller
• Can generate quality search
results
• Likely more sales
https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000
000000&ideaRequestType=KEYWORD_IDEAS
Commercial Intent
Does the keyword show the
intent that could lead the
searcher to become a
customer
e.g. used cars for sale Miami (good)
e.g. colors of the rainbow (bad)
Writing
Your audience
Content is king
Search Engines
• Search engines
will crawl your
website more
often if you have
a blog which is
updated regularly
What’s in
it for the
reader?
A Blog is Not… Blogs Are
Not

• A blog is not
objective—they have
informed and biased
opinions
• People write blogs—
not the corporate
communications
department using
‘Corporate Speak’
Write For The User
Depth vs. Length
• Know the product
or service your
client is selling.
• Write compelling
content about that
sector or industry.
Tell Your Story
What a Blog Is
• Use blogs to help
tell your story
• Brings a face to your
organization
• Search engines love
them
• Cross link to your
site
Tell Your Story
Uniqueness
• Is it new to your
target audience?
• Skip the “same
old thing”
From Google…
“What counts as a high-quality site?
Our site quality algorithms are aimed at
helping people find "high-quality" sites
by reducing the rankings of low-quality
content.”
http://googlewebmastercentral.blogspot.ca/2011/05/more-guidance-onbuilding-high-quality.html
From Google…
• Would you trust the information presented in this article?
• Is this article written by an expert or enthusiast who knows the topic well, or
is it more shallow in nature?
• Does the site have duplicate, overlapping, or redundant articles on the
same or similar topics with slightly different keyword variations?
• Would you be comfortable giving your credit card information to this site?
• Does this article have spelling, stylistic, or factual errors?
• Are the topics driven by genuine interests of readers of the site, or does the
site generate content by attempting to guess what might rank well in search
engines?
• Does the article provide original content or information, original reporting,
original research, or original analysis?
• Does the page provide substantial value when compared to other pages in
search results?
• How much quality control is done on content?
• Does the article describe both sides of a story?
• Is the site a recognized authority on its topic?
From Google…
• Is the content mass-produced by or outsourced to a large
number of creators, or spread across a large network of
sites, so that individual pages or sites don’t get as much
attention or care?
• Was the article edited well, or does it appear sloppy or
hastily produced?
• For a health related query, would you trust information
from this site?
• Would you recognize this site as an authoritative source
when mentioned by name?
• Does this article provide a complete or comprehensive
description of the topic?
From Google…
• Does this article contain insightful analysis or interesting
information that is beyond obvious?
• Is this the sort of page you’d want to bookmark, share
with a friend, or recommend?
• Does this article have an excessive amount of ads that
distract from or interfere with the main content?
• Would you expect to see this article in a printed
magazine, encyclopedia or book?
• Are the articles short, unsubstantial, or otherwise lacking
in helpful specifics?
• Are the pages produced with great care and attention to
detail vs. less attention to detail?
• Would users complain when they see pages from this site?
Google: My Conclusion
Write great content for your
target audience!
Format
• Use short
sentences and
short paragraphs
• Lots of subheadlines
• Bullet points
Update Frequency
A blog is best
updated regularly—
daily if possible but
at least 2 to 3 times
per week.
Become An Opinion Leader
• Your peers respect opinion leaders
• Position yourself as a thought leader by
writing blog posts that are factual, timely
and interesting
• Be realistic and write to be understood
• Be persistent—fame in your niche is not an
overnight activity
Length Of A Blog Post
• Typically not less than
500 words
• Eliminate any
unnecessary words—
keep it simple and easy to
understand
• Keep sentences short
• Keep paragraphs short
• Short = easy to read

Yes I
will read
it, no I
won’t…
Stay on message
Be unique
Understanding? To Be
Understood

• Write clearly: would
someone who knows
nothing about this
subject understand the
post?
• One idea per sentence
• No jargon that they
won’t understand
• Define acronyms with
the first use
Keep It
Upbeat
Data Hook
• Provide
information others
will want
• E.g. 10 secrets to
….
The
Humor
Hook
Quiz Hook

Create an
interesting
quiz or puzzle
“How To” Information
• “How to”
information is the
number one
selling product on
the web
• Write a unique
tutorial
Ask Questions
• At the end of a
post
• The whole post
Pictures & Video

A picture is worth …
• Include pix with your
blog posts
• Video can be
embedded or
included by linking
to it
Track Your Keywords,
Competitors, News, etc
Proof Reading
• Respect your readers
• Check for typos
• Informal writing style is
fine but use good
grammar to make it a
professional and
understandable
communication
• Find your style and stick
to it
Image credit: http://www.gapingvoid.com
Blogs are
informal
35 comments
Headlines
1. Get What You Want (In Health, Wealth, Relationships,
Time and Lifestyle) Example: “The Secret To Getting
More Money For Your Property!”
2. Crystal Ball and History Example: “10 Predictions on
the Future of Social Media”
3. Problems and Fears Example “Get Rid of Your Debt
Once and For All”
4. Fact, Fiction, Truth and Lies Example: “Little Known
Ways To Make Money On The Stock Exchange”
5. How To, Tricks Of The Trade Example: “How To Plan
The Ultimate Holiday”
6. Best and Worst Example: “The 10 Worst Mistakes Made
by Bloggers
- From Authority Blogger
News Items
Find a news item
or statistics that
can be used in
the blog post
Optimization
Memo
Create great
content for your
target audience
and the search
engines will
reward you!
Spamming
Don’t use any
keyword
excessively, as
search engines
may perceive
this as
spamming.
How Often To Use Keywords
Keywords?
“Keyword Density [is] not really a
factor. Yes keyword should be
present but density is not
important. Include the keyword
but make writing sound natural.”
- Matt Cutts, senior engineer
at Google
Blog Optimization
•
•
•
•
•

Title tag
Description tag
Headline (H1 Tag)
Sub-headlines (H2 Tags)
Body of the text page – write with
keywords
Tags
Information (code) in a
web page/blog not
intended for users to
see but provides
information to search
engine crawlers.
Title Tag
• Tag used to define the text in the top
line of a Web browser
• Utilized by search engines as the title
of search listings
• Make them short - around 65
characters with spaces
• Include at least one targeted keyword
(phrase)
• Never duplicate a title tag
Unique Title Tags
• Title tag (label) for
each page must be
unique
• Just like each child
needs their own
name
Title Tags Show Up in Search Results
Description Tag
• An tag to provide a description for
search engine listings.
• Descriptions should include very
specific, keyword-rich writing.
• 130 to 150 characters
Description Tags Show Up in Search Results
Write The Headline
• Use the keywords as
close to the
beginning of the
headline as possible.
• The headline
should not be
longer than 65
characters (with
spaces) for Google
or 85 for Yahoo.

65
Write The First Paragraph
• Use main keyword in the first
paragraph.
• Put a link to your website at the
end of the first paragraph, using a
keyword as anchor text for the link.
Write The Body Of The Blog
• Use your main
keyword a few more
times in the blog and
once in the last
paragraph.
• Link to your website
at the end of the blog
Key Word Repetition
• Start the text of the page with that
phrase or word. i.e. beginning of
headline
• Use it few times, in context, so that you
have around 2% of the word count.
• Make each page/blog 500 words long.
Make Links Informative
Don’t use “click here”. Rather than click
here for more information, use descriptive
key words:
• E.g. Top stock picks for savvy investors
(key word: stock picks)
• E.g. Compare widget prices with 5 other
suppliers (key word: widget prices)
Links
Linking Strategy
Linking
Write Post

• Research,
write &
optimize a
blog post

Insert Link

• Blog post
has one or
more links
to web page

To
Selected
Web Page

• Helps create
inbound links
to website
Write The Body Of The Blog
Love those links
• Use your main
keyword a few more
times in the blog and
once in the last
paragraph.
• Link to your
website from the
blog – NOT
ALWAYS THE
SAME KEYWORD
Blogger

Relations
People Know Other People
Blog Search Engines
Bloggers
• Search on the
Blog Search
Engines
• Find the
influencers
Comments
• You
commenting on
other blog
posts
• Others
commenting on
your blog posts
Engage
Promote
Track Results
Promoting Your Blog
• Attach to your website
• Add to printed material: business cards,
letterhead, brochures, etc.
• Promote on your social sites: Facebook,
Twitter, LinkedIn, google+
Blog Directories
• Bloglines is a popular
blog-collection service
• Best Blog Directory
And RSS Submission
Sites From Robin
Good
http://www.masternewmedia.org/rss/top55

• Words In A Row List
http://www.wordsinarow.com/blog-registration.html
Metrics
Track Results
Keeping Score
• Search ranking for
blog
• # of bloggers allied
• # of positive blog
posts written about
your business
• Inbound links to your
site and blog
Better Financial Performance
• Significant positive
financial results for the
companies who have the
greatest breadth and
depth of social media
engagement.
Source: The
ENGAGEMENTdb study
(www.engagementdb.com)
Create Great Content by
Blogging

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
Blogging Attracts More
Visitors
Blogging Generates Leads
Social Media is for Leads
and Sales

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media Marketing…
Givers Get
Takeaways
Do your homework & have a plan
Write for your end user
Write great content
Write on a regular basis
Optimize for search
Promote on social sites, email, etc
More
Leads?

More
Sales?
Free
Internet
Marketing
Analysis

Doug Hay
doug@doughayassoc.com
Direct: 250-756-0306 Toll Free: 877-226-3823
Contact
Doug Hay
doug@doughayassoc.com

Direct: 250-756-0306
877-226-3823
Website: www.doughayassoc.com
Twitter: www.twitter.com/doughay
Facebook: http://www.facebook.com/doug.hay
LinkedIn: www.linkedin.com/in/doughay
Copyright Notice
All materials contained in these presentations
are protected by Canadian and United States
copyright law and may not be reproduced,
distributed, transmitted, displayed, published or
broadcast without the prior written permission of
Doug Hay.
The names of actual companies, products or
images mentioned herein may be the copyright
or trademarks of their respective owners.

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Blogging 101 for Professionals & Small Business Success

  • 1. Dead Simple Internet Marketing™ Series Blogging 101 for Professionals & Small Business Presenter: Doug Hay, CEO
  • 2. Presenter: Doug Hay • Early adopter of Internet marketing & social media • 30 year marketing veteran • Sought after speaker presented at local, regional and national conferences • Lectured at two universities for the Sales & Marketing Executives program
  • 3. Our Services For Small/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff training
  • 6. Blog lingo A blog is a website in the form of a ‘journal’ that is available on the web. • Blog. Slang for (weB LOG) on the Web. • Blogging. The action of updating a blog. • Blog post. The content of the blog entry – an article. • Blogger. Someone who maintains a blog. • Blogosphere. The information available in blogs on the Internet
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. Content Marketing “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Source: Content Marketing Institute
  • 12. More than eight out of ten companies surveyed said they were using some type of content marketing to better engage with potential and existing clients. “The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers." Source: Survey, conducted by HiveFire
  • 13. Objective: Leads & Sales Visitor Your Site Visitor Visitor
  • 15. Technorati Media - 2013 Digital Influence Report
  • 16. Blogs Outrank Social Networks for Consumer Influence: New Research Social Media Examiner: http://www.socialmediaexaminer.com/blogs-outrank-socialnetworks-for-consumer-influence-new-research/
  • 19. How can our site get found? Your Web Site
  • 27. Think Like a Publisher Web site Video White Papers Blogs Press Releases Emailed Newsletters Case Studies Audio Articles
  • 30. Benefits of Blogging • Get connected with prospects • Helps make your website show up in Google • Generates leads • Key part of content marketing • Use in Social Media • Helps your reputation management • Allows you to connect with influencers • Tool to grow a following • Low cost marketing
  • 32.
  • 35. Daily Blog Posts by Email
  • 36.
  • 37. Blog Success • Wegman’s - family-owned supermarket chain with less than 100 stores • Accolades from customers and media • Named them the top US grocery chain in 2009 – Consumer Reports • Founder's simple mantra that “it is essential to treat customers and employees right.” • Blogged about behind-the-scenes stories from their organic farm. • Posts from both top executives and individual store employees (chefs, deli workers, etc.). Source: Inc. Magazine
  • 38.
  • 39.
  • 40. Social Media Stats: • Website: Ana White Homemaker • Facebook: (Under “Knock-off Wood”): 50,000 (2012) fans • Twitter: 2,550 followers • YouTube: 30 videos Highlights: • Ana White’s blog draws nearly three million unique page views every month. • 90-95% of her Facebook content comes from fans, and she leaves it all public. • Pinterest is the #1 referring site to her blog, bringing 6,000 unique visitors a day. • In year two, the blog began bringing in enough advertising revenue to support her family. Source: http://www.socialmediaexaminer.com/how-alaskan-mom-brings-millions-to-her-carpentry-blog/ (2012)
  • 41.
  • 42. “Do you have advice for other women who might aspire to a blog-to-book career like yours? I put 90% of my time into creating content and 10% into other stuff like answering emails, social media, and promoting posts. If I had started with the opposite, just 10% on content and 90% on promotion, I don’t think I would be here today. Try to create content that’s so valuable it shares itself, and then you can focus on doing what you love.” Read more: http://www.thegrindstone.com/2012/10/17/mentors/homemaker-anawhite-i-would-love-to-be-the-rachael-ray-of-diy-719/#ixzz2YT6TWQVQ
  • 43.
  • 44. Set up business blog Click thru to website Homework & goals Write posts Promote your blog Blogger relations Link to website
  • 46. What Do You Want To Achieve? • Set goals • What audiences should you be communicating with? • Set up metrics to track the results
  • 47. Starting Your Blog • Choose a platform e.g. WordPress • Build a blog • Add features – called plug ins
  • 48. Free Blogs • Download from WordPress • Hosted by WordPress • Doesn’t give you search visibility
  • 49. Your Blog 1. 2. 3. 4. Find URL e.g. www.yourname.com Arrange hosting e.g. Media Temple Purchase theme (design) Upload theme to your hosting (needs a programmer) 5. Add content – text, images, video
  • 50. Responsive Themes (Designs) • System for building a website/blog • Automatically resizes for monitors, tablets and smart phones • Custom for each – viewing, navigation and load time
  • 52. Keywords are words or phrases that describe content such as webpages, blogs, text pages, photographs, audio files or video files.
  • 53. Search Engines index content using keywords to make it easy for users to quickly find things that they are looking for
  • 54. SEO Steps 1 • Keyword research 2 • Write web pages with your keywords 3 • Add fresh content: blogs, video, pix
  • 55. Key Word Research Keyword Research • Do your Keyword Research • Look for words and phrases that people are searching for, so you get the most traffic to your blog
  • 57. The Long Tail Keywords Long tail keywords are keyword phrases that: • Have lower search volume • Competing pages are smaller • Can generate quality search results • Likely more sales
  • 58.
  • 59.
  • 60.
  • 61.
  • 63.
  • 64. Commercial Intent Does the keyword show the intent that could lead the searcher to become a customer e.g. used cars for sale Miami (good) e.g. colors of the rainbow (bad)
  • 65.
  • 68. Content is king Search Engines • Search engines will crawl your website more often if you have a blog which is updated regularly
  • 69. What’s in it for the reader?
  • 70. A Blog is Not… Blogs Are Not • A blog is not objective—they have informed and biased opinions • People write blogs— not the corporate communications department using ‘Corporate Speak’
  • 71. Write For The User Depth vs. Length • Know the product or service your client is selling. • Write compelling content about that sector or industry.
  • 72. Tell Your Story What a Blog Is • Use blogs to help tell your story • Brings a face to your organization • Search engines love them • Cross link to your site
  • 73. Tell Your Story Uniqueness • Is it new to your target audience? • Skip the “same old thing”
  • 74. From Google… “What counts as a high-quality site? Our site quality algorithms are aimed at helping people find "high-quality" sites by reducing the rankings of low-quality content.” http://googlewebmastercentral.blogspot.ca/2011/05/more-guidance-onbuilding-high-quality.html
  • 75. From Google… • Would you trust the information presented in this article? • Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? • Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? • Would you be comfortable giving your credit card information to this site? • Does this article have spelling, stylistic, or factual errors? • Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines? • Does the article provide original content or information, original reporting, original research, or original analysis? • Does the page provide substantial value when compared to other pages in search results? • How much quality control is done on content? • Does the article describe both sides of a story? • Is the site a recognized authority on its topic?
  • 76. From Google… • Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care? • Was the article edited well, or does it appear sloppy or hastily produced? • For a health related query, would you trust information from this site? • Would you recognize this site as an authoritative source when mentioned by name? • Does this article provide a complete or comprehensive description of the topic?
  • 77. From Google… • Does this article contain insightful analysis or interesting information that is beyond obvious? • Is this the sort of page you’d want to bookmark, share with a friend, or recommend? • Does this article have an excessive amount of ads that distract from or interfere with the main content? • Would you expect to see this article in a printed magazine, encyclopedia or book? • Are the articles short, unsubstantial, or otherwise lacking in helpful specifics? • Are the pages produced with great care and attention to detail vs. less attention to detail? • Would users complain when they see pages from this site?
  • 78. Google: My Conclusion Write great content for your target audience!
  • 79. Format • Use short sentences and short paragraphs • Lots of subheadlines • Bullet points
  • 80. Update Frequency A blog is best updated regularly— daily if possible but at least 2 to 3 times per week.
  • 81. Become An Opinion Leader • Your peers respect opinion leaders • Position yourself as a thought leader by writing blog posts that are factual, timely and interesting • Be realistic and write to be understood • Be persistent—fame in your niche is not an overnight activity
  • 82. Length Of A Blog Post • Typically not less than 500 words • Eliminate any unnecessary words— keep it simple and easy to understand • Keep sentences short • Keep paragraphs short • Short = easy to read Yes I will read it, no I won’t…
  • 85. Understanding? To Be Understood • Write clearly: would someone who knows nothing about this subject understand the post? • One idea per sentence • No jargon that they won’t understand • Define acronyms with the first use
  • 87. Data Hook • Provide information others will want • E.g. 10 secrets to ….
  • 90. “How To” Information • “How to” information is the number one selling product on the web • Write a unique tutorial
  • 91. Ask Questions • At the end of a post • The whole post
  • 92. Pictures & Video A picture is worth … • Include pix with your blog posts • Video can be embedded or included by linking to it
  • 94. Proof Reading • Respect your readers • Check for typos • Informal writing style is fine but use good grammar to make it a professional and understandable communication • Find your style and stick to it
  • 98. Headlines 1. Get What You Want (In Health, Wealth, Relationships, Time and Lifestyle) Example: “The Secret To Getting More Money For Your Property!” 2. Crystal Ball and History Example: “10 Predictions on the Future of Social Media” 3. Problems and Fears Example “Get Rid of Your Debt Once and For All” 4. Fact, Fiction, Truth and Lies Example: “Little Known Ways To Make Money On The Stock Exchange” 5. How To, Tricks Of The Trade Example: “How To Plan The Ultimate Holiday” 6. Best and Worst Example: “The 10 Worst Mistakes Made by Bloggers - From Authority Blogger
  • 99. News Items Find a news item or statistics that can be used in the blog post
  • 101. Memo Create great content for your target audience and the search engines will reward you!
  • 102. Spamming Don’t use any keyword excessively, as search engines may perceive this as spamming.
  • 103. How Often To Use Keywords Keywords? “Keyword Density [is] not really a factor. Yes keyword should be present but density is not important. Include the keyword but make writing sound natural.” - Matt Cutts, senior engineer at Google
  • 104. Blog Optimization • • • • • Title tag Description tag Headline (H1 Tag) Sub-headlines (H2 Tags) Body of the text page – write with keywords
  • 105.
  • 106. Tags Information (code) in a web page/blog not intended for users to see but provides information to search engine crawlers.
  • 107. Title Tag • Tag used to define the text in the top line of a Web browser • Utilized by search engines as the title of search listings • Make them short - around 65 characters with spaces • Include at least one targeted keyword (phrase) • Never duplicate a title tag
  • 108. Unique Title Tags • Title tag (label) for each page must be unique • Just like each child needs their own name
  • 109. Title Tags Show Up in Search Results
  • 110. Description Tag • An tag to provide a description for search engine listings. • Descriptions should include very specific, keyword-rich writing. • 130 to 150 characters
  • 111. Description Tags Show Up in Search Results
  • 112. Write The Headline • Use the keywords as close to the beginning of the headline as possible. • The headline should not be longer than 65 characters (with spaces) for Google or 85 for Yahoo. 65
  • 113. Write The First Paragraph • Use main keyword in the first paragraph. • Put a link to your website at the end of the first paragraph, using a keyword as anchor text for the link.
  • 114. Write The Body Of The Blog • Use your main keyword a few more times in the blog and once in the last paragraph. • Link to your website at the end of the blog
  • 115. Key Word Repetition • Start the text of the page with that phrase or word. i.e. beginning of headline • Use it few times, in context, so that you have around 2% of the word count. • Make each page/blog 500 words long.
  • 116. Make Links Informative Don’t use “click here”. Rather than click here for more information, use descriptive key words: • E.g. Top stock picks for savvy investors (key word: stock picks) • E.g. Compare widget prices with 5 other suppliers (key word: widget prices)
  • 117. Links
  • 118. Linking Strategy Linking Write Post • Research, write & optimize a blog post Insert Link • Blog post has one or more links to web page To Selected Web Page • Helps create inbound links to website
  • 119. Write The Body Of The Blog Love those links • Use your main keyword a few more times in the blog and once in the last paragraph. • Link to your website from the blog – NOT ALWAYS THE SAME KEYWORD
  • 121. People Know Other People
  • 122. Blog Search Engines Bloggers • Search on the Blog Search Engines • Find the influencers
  • 123. Comments • You commenting on other blog posts • Others commenting on your blog posts
  • 124. Engage
  • 126. Track Results Promoting Your Blog • Attach to your website • Add to printed material: business cards, letterhead, brochures, etc. • Promote on your social sites: Facebook, Twitter, LinkedIn, google+
  • 127. Blog Directories • Bloglines is a popular blog-collection service • Best Blog Directory And RSS Submission Sites From Robin Good http://www.masternewmedia.org/rss/top55 • Words In A Row List http://www.wordsinarow.com/blog-registration.html
  • 129.
  • 130. Track Results Keeping Score • Search ranking for blog • # of bloggers allied • # of positive blog posts written about your business • Inbound links to your site and blog
  • 131. Better Financial Performance • Significant positive financial results for the companies who have the greatest breadth and depth of social media engagement. Source: The ENGAGEMENTdb study (www.engagementdb.com)
  • 132. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 133. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 136. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • 138.
  • 139.
  • 140. Takeaways Do your homework & have a plan Write for your end user Write great content Write on a regular basis Optimize for search Promote on social sites, email, etc
  • 142. Contact Doug Hay doug@doughayassoc.com Direct: 250-756-0306 877-226-3823 Website: www.doughayassoc.com Twitter: www.twitter.com/doughay Facebook: http://www.facebook.com/doug.hay LinkedIn: www.linkedin.com/in/doughay
  • 143. Copyright Notice All materials contained in these presentations are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay. The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.