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  • Warren: Blogging and Social Media definitely go hand in hand. Having a successful social presence can do a lot for a...
  • Jennifer Rai: All points mentioned above are very well put together. Blogs having purpose and a focus on certain...
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    Promoting a Blog: here are all the key posts


    While there’s always been lots of debate as to what criteria Search Engines use to rank web pages in their search results, what there is little debate about is that appearing high up on the Search Engines Results page has become of key importance to most businesses. Why? Simply because currently, Search Engines are the preferred research tools in today’s marketplace.

    As a result, Search Engine Optimisation (aka SEO) has developed into a thriving (if often maligned) industry as organisations, both large and small, strive to gain higher positions and greater visibility in the Search Engine results pages (SERPs).

    The other thing that has become increasingly apparent is that blogs (and business blogs in particular) have a number of attributes which help them rank highly in the Search Engines, making them an important or even, dare I say, a key part of Search Engine Marketing. To understand why, first let’s have a quick reminder of how Search Engines work.

    Search Engines: a few basics

    The main Search Engines – I’m thinking here primarily of Google, Yahoo and Live – collect information from websites using electronic programs called “robots” or “spiders”. They find new sites and content generally by following links and then reading and indexing the code which creates the individual pages (and hence the text they contain). This is all stored on their servers so that when a search is submitted, the Search Engine sifts through all the relevant pages in its index and then ranks them in terms of relevancy using a mathematical algorithm. The result of all this is what we see on the Search Engine results page.

    They determine this relevancy using over 100 different criteria, if we are to believe the experts in this field, though some criteria are obviously considered more “valuable” than others. Those considered particularly important include the text itself, the inbound and internal links, focus and relevancy of the information and some key onpage elements such as the Title tag. It is also worth reminding ourselves that search engines rank individual pages rather than whole websites when they create their results pages.

    So how can we apply this to blogs?

    Armed with an overview of what Search Engines are looking for to rank pages highly, it’s clear that blogs do in fact fulfil a number of these criteria perfectly, which goes a long way to explain why they rank so well. Specifically:

    • Text: Business Blogs tend to be focused in their content and that is ideal for what Search Engines look for when they are searching for pages which fit with specific search criteria;

    • External Inbound Links: the overriding philosophy in the blogosphere is to reference other blogs by linking to relevant sources; so blogs offering good (and often specific) content are likely to attract a greater number of links;

    • Internal Links: blogs are automatically structured in such a way that the internal linking is excellent with highly relevant anchor text (the words that actually form the link) which is an extra bonus;

    • Up to date information: the most successful blogs are generally ones which are regularly updated and hence offer a growing resource of recent and relevant content;

    • Onpage elements: good blogging software has excellent flexibility which gives you the opportunity to have specific onpage elements (such as the Title Tag) for each individual page.

    Blog Search Engines, Pinging and Instant Indexing

    Although blogs appear in the main Search Engines like any other online site, they also have their own set of Search Engines which focus primarily on blogs. This is important because the way that these Blog Search Engines find new content is different to the main Search Engines.

    If blogs are set up correctly, they will automatically “ping” these search engines – this is the digital equivalent to a ‘tap on the shoulder’ telling them that there is new content for them to index. This happens instantly and, with one of these Blog Search Engines belonging to Google, this means that Google’s main index can pick up your post almost immediately – my best is 6 minutes.

    Of course, if the blog is part of your main website then there is also the greater chance of the rest of your site being indexed more frequently too, let alone all the pages benefiting from the value of the inbound links coming into the blog, linking to your new articles! Ah, is there no end to the benefits!! ;)

    Conclusion: keep developing your Business Blog

    If, like me, you already use a blog for your business, then these Search Engine benefits will not be anything new – no doubt you will have already have seen the sort of great results that you can achieve. If you haven’t, then we really need to talk! :) However, they are particularly impressive when you consider that you are probably writing your blog with your readers uppermost in your mind and these benefits are merely a welcome (albeit very beneficial) side effect.

    Business blogs however are not a magic solution and nor should they be used in isolation – they are at their best when used in conjunction with other marketing activities, both online and offline. Equally, they are not trying to manipulate Search Engines – an accusation sometimes levelled at SEO companies. Simply put, well written and focused blogs give Search Engines exactly what they want to provide for their users – good, specific and up to date information on the subject matter that they are searching for.

    And providing that is of course where both the challenge and the benefits lie!

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    One of my favourite analogies when I talk about social media and online marketing is the concept of spreading “welcome mats” around the internet. The more individually made mats that you make and strategically place, the more chance you have of being found in an increasingly competitive online market … and of course the better the chance of developing those all important contacts and relationships.

    What’s a Welcome Mat?

    So, what do I mean by “welcome mats”? Well, for me, they come in many different shapes and forms but are essentially places on the web where you invite people back to your website or blog by introducing yourself (through something you have written yourself or via someone else’s reference or recommendation) and making contact with them. Essentially a “doorway” back to your site indicated by a “welcome mat”.

    Still not clear? Well, let me give some of the forms that they can take. Some of the principal ones that come to mind are:

    • Website pages which appear as Search Engines results

    • Blog posts (individual, categories etc.) in Search Engines and Blog Search Engines & Directories

    • Social/Business Networking Profiles pages and the posts or comments you leave on these sites

    • Bookmarked articles on Social bookmarking and Crowd Sourcing sites

    • Links coming from other websites or blogs

    • Blog comments you leave where the “name” will link back to your blog

    • YouTube profiles linking your videos back to your site

    • Reference to your post from a Twitter message (either your own or someone else’s)

    • AdWords (PPC) Adverts

    • Directory entries

    • Articles posted with a link in the signature file

    • Forum / Bulletin Board signatures

    In each of these cases, you are effectively creating a Welcome Mat – something which provides information about you and your business, and then extends both an invitation and the means to find out more about you, via a link back to your site.

    So, how will people find me?

    As people use the internet for research, social interaction, fun, information gathering or whatever they individually want, they “cross the internet” in a variety of different ways – just how they go about it, is totally out of our control. In fact, it’s likely to change each time and so the ‘route’ that they take will be different too.

    They might use a search engine and then follow links in a directory they find, or head straight for the blogosphere and check Technorati. More and more, they may use a tool like Twitter to ask others’ opinions or they might start off with some Press Releases via Yahoo News. Whichever they choose, our goal as online marketers is to make sure that we appear in as many relevant places as possible to increase our chances of being part of their search – creating multiple and specific Welcome Mats allows us to do this.

    Our mission – should we choose to accept it! – is to make sure that we give ourselves the best chance possible to place a welcome mat in their path and make it attractive and relevant enough for them to follow and read our information. No small task!

    Where do blogs fit in?

    The trouble is that creating Welcome Mats is all well and good but the internet is vast and there are a lot of people vying for attention – so you have to take the time to make them relevant and to make them stand out. They have to demonstrate why they should spend time on your site rather than someone else’s. Blogs have two key roles to play in this scenario.

    In the first instance, they are a great way to create welcome mats. For example, each time that I write a post which I hope will first and foremost be of interest to people who read my blog, I also know that it will also automatically:

    • create 5 or 6 new pages (individual post, home page, archive page, 2 category pages) 5 potential Welcome Mats on the main Search Engines;

    • ping 35 blog search engines, directories and RSS directories – let’s say at least 10 Welcome Mats;

    • if it is well written, it may be fortunate in having 5 people reference it in addition from their blogs giving another 5 Welcome Mats;

    • add to Feedburners Headline Animator which I use when I post on Business Networking sites which displays links to my RSS feed on average another 5 Welcome Mats;

    • perhaps referenced, tweeted or dugg on relevant social media sites if the post is something that people believe is worth sharing.

    So, by posting on my blog and focusing purely on my key aim of writing something which will prove useful and interesting, it is also likely that I will automatically create over 25 new Welcome Mats. That for me is a bonus rather than the primary reason that I write … but is also an additional reason to encourage businesses I work with to get their own business blog.

    In the second instance, blogs are also a great place to refer people back to – so not only do they fulfil the role of information creator and distributor, they are also a great place for all of these welcome mats to lead back to, rather than a static website. This is particularly true when it comes to social media and the interactive nature of the blog acts as a central focus for the other tools such as video, microblogging or social bookmarking. There is no better place for someone to get to know you (and decide whether they want to do business with you) than on your blog – so let it reflect the information and values you wish to communicate.

    So, go for it!

    It’s no longer the case (if it ever really did work this way) that you can simply put up a “roadblock” and divert people automatically to your website. This smacks of so called “interruption marketing” and as such gets short shrift from the net savvy users that we have become today. Today, we have to use our powers of attraction and our networks instead to help to deliver our message and information to the people interested in it.

    The ‘Welcome Mats’ of today need to be much more based upon four of the principles of social media – creating, sharing, participating, involving – than on the advertising bias of a few years ago. These also offer many more opportunities. So take the time to look at your own and see whether you are creating attractive invitations that people are going to want to follow and share with others – if you find that you’re not, then I’d suggest that now’s the time to start.

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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    Optimising your Blog for Search EnginesWarning – Long Post (even for me!)

    Remember that when it comes to “Optimising your blog”, looking at the factors which will be picked up by the Search Engines is only one part of the equation. You also need to consider optimising the blog for your readers and optimising for your business objectives – creating a blog which happens to rank highly for certain relevant key word phrases is going to be of zero value to you if you can’t back that up with things that your readers are interested in. (We looked at Optimising for your Readers in part 1 and optimising for your business comes in part 3).

    Most of the elements mention here can be applied to all full blown blogs – however, hosted blogs (particularly free ones) are unlikely to offer the flexibility to allow you to change all of these elements. So, if you are looking to really benefit from a fully optimised blog then I recommend you check out what’s on offer before you begin. For me, the full WordPress system, particularly because of the wealth of specialist plugins, is extremely powerful in SEO terms (and my first choice of blogging system), and so I will be referencing suitable sources from the WordPress community where possible.

    While we will be looking at individual SEO elements, you have to remember that there are very few factors which will cause a major shift change to a post or page ranking on their own. Rather, it is the cumulative effect that has real value a prime example of “the sum of the parts being greater than the whole”. So on each page, decide on the specific keyword phrases you wish to target and make sure that all of the individual elements come together to support them. Although vitally important, I won’t be looking at inbound links here, but rather concentrating on elements on the blog itself.

    1. Title Tag

    Generally considered to be the most important individual item so well worth spending the time and getting right. While opinions vary, general consensus is that you have about 8 words to play with, with greater relevance awarded to those at the start of the tag to gain most benefit from this, ensure that as a default format, the title tag displays your “Blog post title” followed by “Blog name” so that the keywords in your post title are highlighted at the start of the tag.

    However, whenever possible, you should take the opportunity to write a custom Title Tag – with WordPress you can use the plugins such as Stephan Spencers SEO Title Tag or All in One SEO which will allow you to do this easily. What to write? Well, remember where the Title Tags appear youll find it at the top of your browser window and, more importantly, as the clickable link on the Search Engine Results page. So while you should look to include your keywords to appeal to the Search Engines, you also need to write something which will inspire your readers to click on that link!

    2. Post Text

    The old adage of content is king still holds true and perhaps is even more compelling in blogs as the writing is intended to be more “personal” than the normal text penned by a corporate website scribe. In any case, what you write about and then the actual words that you write is clearly crucial in all good business blogs, there should be a clear focus or direction for the blog overall, and it is likely that the content in each post is going to be focused on a certain subject matter as well. This will naturally lend itself to a keyword targeted post but and it is a big “BUT” it must be written in a way which will attract and then appeal to your readers. They must be your primary concern and focus!

    (more…)
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    Looking for Business BlogsWhen starting a blog of our own or one for our company, hopefully we take time to plan out the content and look at what we want the blog to achieve for us and perhaps follow a process such as the one I advocated in the Green Cross Code of Blogging.

    One of the key parts in this process is the “look and listen” phase. This is when you take time out to research what is already going on and what is being discussed around the blogosphere in your industry or area. By following other blogs which address the same subject areas as your own, you should get a better feel for some key elements which will help you with your own blog, such as:

    • what others are writing about

    • what conversations are ongoing,

    • what topics are already being covered and by whom

    • who the main players are

    • which are the key blogs to read and be seen on

    • ideas on how to present your own blog




    But of course first of all, we have to find them!

    So what are the best places to find what blogs are already out there in the area that you have an interest in. Personally, I’d always start any search of this type with a Blog Search Engine and specifically Technorati which I suppose doubles as a Blog Search Engine and a Blog Directory. Being able to see who is linking to whom allows me to easily trace a route through to find the blogs that I am looking for. Others you could also check are Google’s own Blog Search Engine and Icerocket.

    However, there are other ways of locating blogs which would be of interest to you (and then of course adding them to your RSS reader – makes life a lot simpler afterwards!) and here are some which should make the job easier:

    • Blog Directories and RSS Directories: check through some of these blog focused directories which are usually organised along business and general interest lines. Choose your sector and start reading.

    • Social Networking / Business Networking sites: with the proliferation of the sites such as Facebook, Linkedin, Ecademy, Xing etc, there are a good bet for finding information on relevant blogs. This may be listed on the profile page of the person but it is also worth checking the “signature” text that appears under their posts on the discussion forums where they are often promoted;

    • Other Blogs: once you have a blog you are interested in then use the links and recommendations that they provide. These links may well be in the text of the post itself or in the Blogroll (or Recommended sites) in the sidebar of the blog;

    • Press Releases: as companies take on board the fact that press releases should contain more social media tools and be aimed at their target audience rather than editors, they are including blog addresses in their contact details. Get a Google Alert set up to include their News section and get a daily email on who’s making press releases which contain your keywords;

    • Blog Awards: there seem to be a number of Blog Awards now, either at national level or in specific sectors. Either way they should throw up blogs which are worth looking at;

    • Search Engines: of course the main search engines also include blogs along with the other websites and so may throw up different results to the blog search engines. In any case, always worth a look because of their “firepower”.

    • Blog Carnivals: Blog Carnivals are generally arranged around a theme so check out ones that might be happening in your area of interest and see who is getting involved.

    • Corporate Sites: as more and more companies realise the benefits of a having a blog (or more likely multiple blogs) you will find links to them from their sites. So check the company you are interested in and have a look around!

    • Google Alerts: don’t just use Google Alerts for Press Releases, make sure that you cover all the Google sections available – you can find some research ideas with Google Alerts here.

    Of course, since these are good places to find blogs, they are also excellent places to promote your own. As a first step, do make sure that you have your blog submitted to the various blog and RSS Directories and that your blog software is automatically pinging the Blog Search Engines every time that you post. After that you can look at some or all of the other methods for your own promotion purposes as time permits.

    Try to pick up as much as you can from the ones that impress you most but above all enjoy reading the blogs you find – that’s what they are there for!

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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    I’ll admit that usually I’m not a fan of lists, hence you won’t find many long ones here at Better Business Blogging. However, when they are recommended by people like Brian Clark at CopyBlogger or Darren Rowse at Problogger then who am I to argue?

    Although I have presented this as a single list, there are really three distinct groups of techniques that I would recommend that you consider in here – firstly what I would call “Blog methods”, then the more general online marketing methods and of course offline marketing and PR techniques. We’ll be looking at all of these on an ongoing basis at The Blog Coach.

    In the meantime, here are 52 Great Ways to market your blog:

    1. Submit your site to the main web directories – you�ll find a good list at Directory Maximiser

    2. Make sure that the whole of your blog is indexed on the main Search Engines such as Google, Yahoo and MSN/Live

    3. Get a Google Sitemap on your blog to help to get it fully indexed

    4. Participate in online business networking sites such as Linked In, eCademy and SoFlow

    5. Make it easy for your readers to bookmark your blog on the social bookmarking sites such as Digg, Del.icio.us, Furl etc.

    6. Make sure you submit your blog to the main Blog directories (Good list here and here)

    7. Also submit your blog to the main RSS directories

    8. Ensure that you automatically ping the main blog Search Engines and Directories suach as Technorati and IceRocket to get instantly indexed – good list of pinging addresses

    9. Join a number of relevant online communities or discussion groups for your market area

    10. Maximise the design of your own blog: highlight posts or subjects that will attract and retain readers

    11. Add comments – relevant, useful comments – to other people�s threads or blogs

    12. Use Pay per Click (PPC) advertising like Google Adwords or Yahoo Search Marketing

    13. Advertise on sites such as Gumtree or Craigslist

    14. Make sure that you run an ezine (e-newsletter) alongside your blog and make the two work together

    15. Make sure that you link out to other blogs in your blog posts and, for special recommended blogs, in your BlogRoll

    16. Join MyBlogLog to be able to make contact with other MyBlogLog users and develop relationships

    17. Set up a social network part of your blog with Ning

    18. Write your own e-book (perhaps using content from your blog) and give away free chapters to encourage visitors or subscribers

    19. Start your own meme or viral networking idea (such as 2000 Bloggers)

    20. Attend local networking groups such as BNI, BRE etc – tell them about what you do and reference your blog

    21. Set up and develop a profile on online social networking sites such as MySpace, Bebo etc.

    22. Create a free account on BT Tradespace

    23. Interview people for your own regular podcast – perhaps you could make it like your own online radio show

    24. Contact other relevant ezines and offer to write articles for them

    25. Submit your articles to article directories (Ezine Articles, Article Alley etc.)and link to your blog in the signature

    26. Submit your own ezine to ezine directories such as Ezine Directory or Best Ezines

    27. Include podcasts as part of your blog to distribute interviews, informational pieces etc.

    28. Convert some of your existing articles into podcasts

    29. Create a lense at Squidoo

    30. Distribute and syndicate your articles and podcasts via your RSS feed

    31. Offer free white papers or specialist documents which are branded with your blog and RSS details

    32. Set up teleconferences or teleseminars focusing on your main content areas

    33. Write a review of books on Amazon.com linking back to your blog

    34. Distribute press releases via online news services such as PR Web or Press Box

    35. Add a poll or survey to your blog and post/distribute the results – try SurveyGizmo if you are a WordPress user

    36. Read other blogs and leave your own comments on them

    37. Use trackbacks when you reference other bloggers� posts

    38. Create podcasts of your best posts and syndicate them, as well as submitting them to iTunes and other podcast directories

    39. Sign up to Feedburner and include the Headline Animator in your email signature and the one you use when you post to forums

    40. Make sure you include your blog address on your business cards and company stationery

    41. Customise and improve your RSS Feed using Feedburner – include special offers, sign up opportunities and make sure the feed delivers the full post

    42. Increase RSS feed sign ups by offering a sign up bonus to subscribers – how? Just ask!

    43. Offer readers the chance to sign up via email (Feedburner and Feedblitz offer the service

    44. Put files and follow ups to presentations, conferences and seminars on your blog for attendees to read and download

    45. Offer to become a Guest blogger on other blogs and invite Guest bloggers to write on your own blog

    46. Make sure to submit articles to and participate in Blog Carnivals (more on Blog Carnivals here)

    47. Optimise your blog where possible and particularly the Categories, Title Tags and Meta Tags

    48. Participate regularly in conversations on other blogs

    49. Post answers on LinkedIn Answers and Yahoo Answers

    50. Try LinkBaiting using controversial subjects or opinions � be careful though!

    51. Contact the main bloggers in your market area and introduce yourself or send details of a particular post that might interest them

    and above all,
    52. Write great content that people will want to read, recommend and link to!

    What other methods (or which of these methods) do you find work best for you as you promote your Blog? Please share them with us by leaving a comment!

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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