“SEO in the Fast Lane: Your Legit Shortcut to Readers, Sales, and Search Rank” plus 1 more |  |
| SEO in the Fast Lane: Your Legit Shortcut to Readers, Sales, and Search Rank Posted: 31 Jul 2012 01:05 PM PDT This guest post is by Mark Cenicola of BannerView.com. Search engine optimization, in its most basic form, is simply a matter of combining relevant content on a web page with back links to that content. If you want to rank high for a particular keyword phrase, that phrase needs to be the focal point of a web page and credible websites (in the eyes of the search engines) need to link to that content. Developing relevant content is usually the easiest and least time-consuming part of the equation. Good writers can bang out great content like nobody’s business and throw it up on a web page quickly for search engines to see. The more difficult and time-consuming part is getting other people to link to that content, which is a requirement to make the SEO magic happen. When Google sees quality websites linking to your content for particular keyword phrases, you start moving up the ranks of the search results. The higher the quality of the links you have to your pages, the better you’ll do compared to competitors with similar content, who don’t have as much credibility in the eyes of the search engines. Convincing others to link to you can take a variety of forms. If your content is very compelling people will naturally want to link to it, but sometimes it takes a lot of writing to get the right formula for your content to be shared. What else can you do?
If you’re like me and somewhat lazy (though I prefer to use the excuse that my time is valuable and that I’m extremely busy), you could hire someone to do SEO. However, that can get expensive, and requires time to move up through the ranks since someone has to do the work of convincing others to link to your content. Even still, there’s no guarantee of success—especially if you’re playing in a crowded field with many competitors vying for the same keywords. It would seem that only patience, time, and money will get you to rank well. However, there is another option… My shortcut to SEO successYes, there is actually a shortcut to ranking well for a particular set of keywords and isn’t just theoretical, nor does it require black-hat techniques, or bribing a Google employee. First, I’ll give you a little background. I run a web development firm called BannerView.com, located in Las Vegas, NV. From the beginning, however, we never wanted to be seen as a Las Vegas based company, but a firm servicing clients nationally. Therefore, we didn’t overly promote that we were based in Las Vegas or make that fact prominent in our title tags, keyword phrases, domain name and other onsite content. We thought that would be seen as a turnoff to clients outside of our locale. That strategy worked well for us in picking up business outside of Las Vegas and since we had a local sales force, we didn’t see the need to target customers geographically. However, this strategy didn’t work as well for generating leads from our website for those companies that did see it as an advantage to work with a local firm. Of course, we still wanted to do well in our market, and the opportunity to work within our community has other benefits. So we had a dilemma. How could we not sacrifice our brand’s integrity for SEO purposes, but still benefit from local search traffic? To complicate things further, the competition for top keyword phrases related to “Las Vegas Web Design” was fierce. Hundreds of competitors were vying for these keywords and many have spent a lot of time positioning their websites to rank well for them. They also had the advantage of using this keyphrase at the bottom of websites that they built for clients which linked back to their home pages. We pretty much neglected our local market in terms of search engine rankings due to these challenges until we made the decision to go for it. Thankfully, we had some luck and good timing on our side. I decided that maybe we should just purchase a local competitor that already ranked well, and redirect their domain to a landing page off of the main BannerView.com website. This would allows us to immediately pick up a number of quality backlinks related to Las Vegas Web Design, without forcing us to change the focus of our national brand positioning. A local competitor that owned a keyword rich domain, LasVegasWebDesign.com, as a matter of fact, had closed their operations. They were ranked high while in business, but one challenge was that they had already shuttered their website. Therefore, they no longer were ranked within the top ten results, as the site wasn’t in operation. After doing some research, we saw that the domain still had a number of high quality backlinks that were relevant to the search terms we wanted to target. But we had to act fast—that domain could lose these valuable backlinks if the linking websites saw that the site’s owners weren’t in business anymore. The main question was, how would the major search engines view this website after it was taken offline? Did the domain still hold credibility, or was all lost due to the site being taken offline? Fortunately, we were able to get in touch with the person who controlled the domain name and after negotiating an offer, we took the chance and made the purchase. Of course, going into the purchase, we had a plan to leverage its previous ranking and high-quality backlinks. We set up a landing page that was highly targeted toward our local geographic area. The messaging was specific to Las Vegas and the content made it obvious. This served two purposes:
The results blew us away. After acquiring the domain, setting up the landing page, and 301-redirecting the domain, it took less than two weeks to reach page one of Google, and we were actually the number one result on both Bing and Yahoo! for “Las Vegas Web Design.” We couldn’t have been happier and I’m sure we surprised a few of our competitors, because our page-one ranking didn’t even require that the listing be for our home page. The blogger’s advantageThe strategy we used to jump the ranks for our local geographic search listings can be applied to any subject or geographic location. As a blogger, you probably have even greater opportunities, especially if you cover several topics (or even a single topic), since your focus is probably less geographically specific. Your advantage is the ability to purchase a wide range of different domains that may rank high for specific keywords related to your blogging niche. Ranking high for even one keyword phrase can give your blog an immediate boost in traffic, increase your ad revenue, and give you exposure to a larger audience. If you want to rank well for a particular keyword phrase or set of keywords, look to your competition. Fortunately for you, not everyone is able to successfully monetize their website or blog, and that gives you the opportunity to purchase their domains and immediately get a SEO boost. Just make sure to do your research (quality backlinks still matter) and have a plan in place prior to acquiring the domain to quickly leverage its positioning. For us, purchasing the domain, while not cheap, was worth the cost in both time and opportunity for the return on investment we gained. Mark Cenicola is the president and CEO of BannerView.com, a full service website development company focusing on helping small to mid-size businesses better use the Internet as a portal for generating business. Mark is also the author of the book "The Banner Brand – Small Business Success Comes from a Banner Brand – Build it on a Budget." Originally at: Blog Tips at ProBlogger SEO in the Fast Lane: Your Legit Shortcut to Readers, Sales, and Search Rank     |
| How to Blog to Build Your Product Sales Business Posted: 31 Jul 2012 07:06 AM PDT This guest post is by Amy Harrison of Harrisonamy.com. This article is the final part of a three-part series on how your blog can feed different types of business models. In the previous two articles we looked at how blogging can attract customers who want to hire you to do your thing, or to be coached by you so they can do theirs. The final piece of the puzzle is looking at one way a blog can be used to sell products to customers. These might be physical products, digital products such as ebooks, or events and training courses. Writing my blog put my directly in touch with an audience of people who were interested in a subject that I could help them with: copywriting. As I built readers I became more familiar with the struggles they had, and where they needed help. Their challenges influenced the creation of my first two products, which still sell today even thought I launched them almost 18 months ago. There's no way I would have been able to create products that responded well without having a blog to see which posts were popular, which ones received comments, which ones people shared, and which ones got the most traffic. Best of all, I didn't have to wait till launch day to see if my product was something people wanted. The blog didn't just help me get a feel for what products to create; it helped sell the products without being pushy. Here's how. Using the blog to set the scene—preparing for a launchWhenever I've launched or promoted a product, the blog has been an invaluable tool in the process. Even though your products are geared up to help your audience, sometimes you need to raise awareness of the problems they solve, and your blog is a great platform to do this. Planning your content back from the launch date, you can start brainstorming topics to attract the attention of your ideal customer. When I'm planning a product launch, I'm looking at the key issues and challenges that the product solves and then turning them into discussion topics for the blog. I might also release a couple of cheat sheets and two- or three-page templates or reports that will give my readers a sample of what the full product is like. This does a couple of things. It raises awareness about the problems, but also the awareness of the "need" to fix those problems along with discussions as to why the problems haven't been fixed before. That then allows you to introduce the benefits of a product that answers those challenges, questions and hesitations. It's like a long sales letter in pieces, except that you're not pushing hard, you're simply trying to attract the ideal customer for your particular product. So, for example, if you were about to release an ebook or course on DIY car maintenance, what would be some of the key issues? Perhaps the importance of having a properly maintained car, the safety aspects, or how much money you can save by a few home tweaks rather than having to rely on the garage all the time. Then you could release a couple of checklists about the most important parts to keep maintained on a car. You could also think about running a number of posts about why people don't maintain cars properly: breaking myths like “car maintenance is complicated,” or “I'll void my warranty if I start tinkering under the hood.” While this is going on, you're able to start attracting attention from people who are going to be your target market for this kind of product—simply by publishing strategic content on your blog. Staying flexibleThe beauty of your blog is it's flexible, and you don't need to decide from day one what your business model is going to be. If you're still in work and want to launch your blog on the side, you can experiment, find your voice, and find your niche. And once you do follow one path with your blog, you're not committed—there's nothing that can't be changed. I use a combination of all three blogging models to generate income for my business, and I'm still tweaking and checking in with myself to assess where to place my focus. It's not a "set and forget" process, but a constant state of evolution. What I've learned the most in three years is that you can plan too much and have ideas about how you're going to do something, but you learn so much more by just doing. So try things out, get going, and see where the blogging ride takes you in your business. What about you? How do you promote your products through your blog? Do you use your blog to have seasonal launches or are your products evergreen? Let us know in the comments! Amy Harrison is a copywriter and content marketer for Personality Entrepreneurs wanting to connect and sell authentically to their audience. You can now download her free report on how to write sales copy when personality is part of your business at Harrisonamy.com. Originally at: Blog Tips at ProBlogger How to Blog to Build Your Product Sales Business     |
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