The days of flippantly regurgitating Google’s “just write great content” mantra should be long behind us. Local visibility and search success require context and relevance in addition to quality. Quality alone is not enough, and to say it is grossly understates how search engines rank content, especially when a search query has geo-specific “market area” intent.
Does your content ask people for the sale? Does it ask for it early and often? Does it extend the proverbial hand to close the deal when complete? Unfortunately, I see ample examples of marketing and informational content that does a poor job of incorporating CTAs (calls to actions). Continue reading
Over the past several years much has been said and written on the subject of editorial calendars. But few people have specifically addressed methodologies for taking inventory of valuable opportunities, which should precede the creation of such calendars. I want to introduce you to something I call a Content Opportunity Report, or COR. Continue reading
We live in a world that is accustomed to – and spoiled by – instant gratification. We don’t wait 3 weeks to receive things from a catalogs anymore, we can communicate with almost anyone instantly from almost anywhere we are, and when we pay for an ad we expect to see it show up at a predetermined time. I get it. Unfortunately, that is not how SEO works, and this expectation of immediacy invariably leads to the question…”Why isn’t my website number one on Google yet?” Continue reading
I had an odd thought the other day while preparing for a recent trip. In fact, I wrote this from my flight.
With all the choices we have for “checking in,” how do we decide which LBS (location based service) platform to use … if any. It seems many people are getting burned out trying to make this decision. Chris Brogan posted about said burnout not that long ago. Continue reading