Tag Archives: blogging

Blogging 101: Credibility, Relevance, and Separating Yourself From the Hacks

CaptureOK, peeps, listen up!

That is either a terrible way to begin a blog, or a real attention-getter. I’m not sure. I’ve always been hit-or-miss with ledes, but that is not completely my fault. Of course I want to capture the reader with my title and my first five to 10 words, but there’s those pesky responsibilities like SEO, and AP Style (if it’s news writing), and the client’s message if you’re being paid to write the blog. So juggling all the rules while writing the world’s catchiest lede is not going to happen every time, but it’s oh soooo satisfying when it does.

If you’re setting out to become a blogger, take the time you need to separate yourself from the hacks. Bloggers compete with gobs of others trying to send the same (or similar) message, so you’d best make yours a worthwhile read. My first tip: never blatantly try to sell anything in a blog. Never, ever. You turn off the readers and cheapen the forum for the rest of us. Your blog should make readers interested enough to click on a link to the website that sells your product or services. Write about industry-related issues; don’t try to sell your products or services.

If you’re writing a blog to express your own viewpoint, the information you’re trying to convey should be a good barometer for the blog’s tone. If you’re writing a blog on ballet, for instance, you will want to utilize ballet terms and blog about issues that appeal to ballerinas. If your topic is Congress, guttersniping is de rigueur.

If I had my druthers, my writing voice would always be stream-of-consciousness hyperbole times a gazillion, but I rarely want to offend my readers (or my clients). So I am hyper-vigilant about taming the loose-talking voice within when it comes to writing blogs for my own website, and especially for clients’ websites. After all, I have their reputations to maintain and that’s kind of a heavy responsibility for a smartass like myself. As a thoroughly professional smartass, I behave.

In addition to taming your own inner Tourette’s, it’s important to fine tune your relevance barometer. Once you have established a topic that you believe to be oozing pertinence, please – I beg of you – write it properly. And by properly I mean do your homework and tell your reader something new and informative that they probably don’t already know. I’m serious. People who really understand whatever it is you’re blogging about – you know, experts in the field – might read it, and they will call you out if it’s wrong. Rightfully so. There is no excuse to publish incorrect or vague crap – if you need facts and resources, Google it. (I will expand on this in my next blog.)


What’s The ROI in SEO? OMG!

blog coverSearch Engine Optimization is a must for visibility, and visibility is a must if you’re going to compete.

There’s no getting around it; everything – from your website to your blog and press releases – should be professionally SEOd  so that search engines (and ultimately, viable customers) can find you.  SEO drives traffic to your website, and can single your business or organization out in a pool of hundreds, thousands, or even millions of others offering what you are selling.

Consider this: there are, at this moment, 2.9 million searches per minute being conducted;  175 million searches every hour, 4 billion searches every day, and 131 billion searches per month (source: Hubspot). You need to rise above “needle in a haystack” status, and that’s where SEO comes in.

By injecting the appropriate SEO strategy, your company or organization will achieve greater prominence. Media organizations looking to write a story or find an expert in your field to quote in a news article will find you first; when you are quoted as an industry expert or leader in a news article or program, your phone will start ringing, your website traffic will start moving, and your credibilty skyrockets.

When your blog or press release goes out on the wire, expertly executed SEO gets it to the top of the search engines. if you’re easy to find, your traffic will increase plain and simple.

If you’re not convinced, try these SEO stats on for size:

1. 93% of online experiences begin with a search engine (source; Rainbow SEO);

2. 82.6 % of Internet users utilize search. (source: B2B Social Media Guide);

3. 80% of search engine users clain they occasionally, rarely, or never click on sponsored search results, meaning more users prefer organic search results that effective SEO provides (source: SEO Peace);

4. That’s right, 70% of links that do get the click from search engine users are organic (source: SEJ);

5. 75% of users never scroll past the first page of search results. (source: Hubspot);

6. 50% of potential customers are more likely to click on a search engine result if the brand appears multiple times in the search results. (source: Brafton);

7. The number one driver of traffic to websites is search – out-trafficking social media by 300%! (source: B2B Social Media Guide);

8. With Google, 18% of organic clicks go to the number one position, 10% of organic clicks go to the number two position, and 7% of organic clicks go to the number three postion. (source: SEO Peace);

9. 42% of searchers click on the top ranked search result, compared to only 23% of searchers who click on PPC links. (source: BloggingPro);

10. 39% of customers come from search.