by Marty | Nov 5, 2010 | Freelance SEO Copywriting Tips, General Pearls of Wisdom
How To SEO Blogposts
Got a great question in an email from a guy named John, asking:
Do you have a resource that can actually spell out (or at least provide guidelines) for how often to use a keyword in an article, and a little bit about placement for someone who is really green, but keen to get started?
SoapBox Answer: The problem with looking for a reliable keyword-to-content ratio or set of guidelines, is there is none. Different niches and scenarios will bring similarly different results. One size cannot possibly fit all.
Keyphrase strength becomes an individually evaluated thing that flexes wildly. More importantly, this is only one thing (among so many) used to evaluate a site or page’s value. Concentrating on keywords and keyphrases alone is more likely to hurt you in other aspects, most commonly in general usability and coherence.
You also run a very real risk of a search engine filtering for over-optimizing, should you get too happy with repeating a keyword in a page or a link campaign.
When the keywords are the most important things, you lose track of why you are creating the web page to begin with, which is to engage readers. Step back a bit: it’s time to see the forest, too.
It’s true, the right keywords will work wonders, but it is infinitely easier for most people to figure out something that makes them special. Subject matter expertise is going to trump most keyword-driven shenanigans. Certainly, if you are in it for the long haul, this is going to prove true…give it time.
The Sad Truth: The Right Keyphrases Are Not Magic Pills
Ultimately for most people, keyphrases themselves just won’t help you like you think they will. You can’t plug them into your idea later on – normally, they should’ve been a part of your idea from the start. Pasting them on later is very difficult, and rarely effective – unless you are paying for it to happen, or guided by professionals. Better to chuck the idea of keywords at that point, and simply create better and deeper content for your readers, based on subject matter.
And don’t think there is a magic ratio, or keyword density or anything like that that matters. I promise you, there isn’t and it doesn’t. Anyone selling you a recipe including keyword density optimizing, is full of shit. There is no blanket approach that will work for you in every situation, there is no formula to attach to it.
Keywords are nuanced by niche activity.
No Ancient Chinese Secrets Here
You must only write things that connect to your audience for it to be effective. The emphasis on keywords is really displaced, because you need to focus a lot more on each page having a specific meaning to your visitors. But meaning is an esoteric thing, and hard to evaluate, or measure, or pay for. Yet it works – quite often, better than many keyword-originated strategies will.
Google is drastically changing what it is doing and how it is ranking things – so creating the assumed value around a keyword or keyphrase is as important as the words themselves, if that makes sense. Build meaning.
OK. But How Do I Optimize a Webpage for Simple Keyphrases?
That babbling disclaimery stuff all said, making sure you are amply covered for a specific keyphrase/keyword is easy.
- Include your keyword in your page title {This tells the search engines what the page is about}. Titles have been important for years. They continue to be…though, I personally have reason to believe a focus on page content over titles is a smarter move for staying power. I completely optimize every page title of important sites with a ton of care and time. Even on lesser sites, I make sure each one is unique at a minimum to make them work effectively. Aim for titles of about 70 characters, but don’t worry about counting your characters. Just write a decent title, and use your keywords in a realistically strategic way – nothing earth shattering needs to happen. The placement of keywords might be important, so value the left side as strongest, and create your titles with your main keywords coming up more immediately in the flow. There doesn’t seem to be one separator preferred over another (dashes, commas, colons etc.). Using less or more characters in a title does not seem to tip it either way on its own merit, though I admit never isolating it to fully verify this. Just a good hunch, here.
- Include your keyword thru your body copy{Use it both verbatim, and in various forms for greatest effect}. There is no set rule on where, and how much to use keyphrases – I veryloosely aim for the opening sentence, the middle of the page, and the conclusion if possible, at a minimum. Why? Because then the keyphrase occurs naturally thru the entire page. Emphasis here on “natural” appearance.
- Add a meta description that is meant for enticing readers, that is about two sentences, and includes the keyword again, naturally in the flow of describing the page contents. No big whoop. 30 seconds per page.
- Use various forms of the keyword to build a link campaign {Using the keyword and variations, create internal and external links to build power to the page you wrote-variations will help you deflect or minimize over-optimizing filters}. In your own site’s content, blog comments, article sites, or wherever you are building links, try to use the keyword and its various forms as anchor text. Mixing it up but staying on topic is a great strategy.
That’s it – rinse and repeat, ad infinitum. Never ends, but what a ride.
Final Ideas:
Don’t feel the need to buy anything. Products and memberships might come later, when you understand more. There is plenty to learn for free, on your own, before you start paying for a boost or joining a club. Test more, on the cheap – join less. Read tons.
Read – learn, and start websites. See if it -this work- really makes a good fit for you. Take in everything, but let experience guide you. Not every message is true or honest out there – and if you are trying to learn, getting swept-up believing in “easy” can cost you a fortune. Build sites, and test things. Be skeptical. Empirical data rules.
I’ll repeat: there is no easy. There are smart, hard workers that certainly succeed and emerge every day – but none of it comes easy. It is hard work, and smart moves. Pony-up, and roll up those sleeves. Unless of course, following those 4 steps above comes very easy for you – in which case, you should be both pleased, and insanely busy. More power to you. Milk it hombre, and you’re buying next time we meet.
There is never going to be a single product that makes web marketing easy. I think I gave you here, all you need to know to get started, provided you have something worth starting. The latter is the key point to chomp here: have something worth saying before you decide to start talking. {NOTE: talking to a friend, he said he disagrees here. He believes more in the get started, and let experience provide you something to say – which I thought was a good point. My own point, is geared more toward the folks I am seeing learning techniques in search engine loop-holes without having a deeper foundation in a business direction first. I am old, though, and cantankerous.}
I think you should have an airtight business plan before you plan on spending profits, or outsourcing anything. Start with a product to promote, not the process to promote.
No one cares about another Internet Marketer one way or another. Make them care about something you believe in personally, and you are on your way. No reason to shill: find a calling that suits you, and work into it slowly. Plenty for everybody out there, and you don’t have to scam to succeed.
Good luck – and I hope you forever avoid squishing into the unicorn poop of Internet Marketing.
by Marty | Oct 22, 2010 | General Pearls of Wisdom
In a great interview I was lucky enough to do with Tamar Weinberg for SEOBook, she closed with a quote that bears repeating (bold is mine):
Don’t spread yourself too thin. Try to build your presence where you know you can really make a difference, and branch out slowly if you want to experiment. Hopefully your marketing tactics will pay off to the tune of more business, more money, and the ability to hire more people who can help further your marketing message in the world wide open. 😉
Tamar is an excellent writer, so she knew what a clever phrase she was turning here. I know, because I asked her about it (making sure it was intentional), and she laughed, saying she debated leaving it in, but liked it. So do I – and here’s why.
I think Tamar is referring to two things: one) to marketing without limiting yourself by eWalls or other hurdles of personal construction; and, two) approaching the web – and marketing in general – wide open. Transparent. Willing to be what it is you are. Making an honest difference.
Both ideas are worth chewing on – thanks Tamar.
{Late edit: it made me a little sad to do some research, and learn Tamar wasn’t actually the first to say it. I love it no less.}
by Marty | Oct 9, 2010 | General Pearls of Wisdom
CosmicConnie had a tweet about a beautifully succinct post on the Examiner by Cassandra Yorge: http://www.examiner.com/social-change-in-national/a-moment-of-silence-for-the-victims-of-james-arthur-ray:
Last October James Arthur Ray killed three peoplein a sweat lodge. The deaths of Kirby Brown, James Shore, and Liz Neuman weigh heavy on my heart even though I never knew them in life. They should not have died. Their murderer should be in prison. The latest word is that James Ray’s trial will be in February 2011, at which point he will face triple manslaughter charges. Currently he is blathering away on YouTube. I ask you to join me for a moment of silence for those who died at James Ray’s hands.
[ ]
Ok, enough for silence.
How about a little outrage now?
I want to honor the victims who died at the hands of this horrible cretin, and help to stop other horrible cretins from getting the chance to do harm. All I have is a voice though, so I am willing to use it because a thing like Sedona should have never happened.
And why did it happen? Among the many things that will no doubt be argued in court as murderer James Arthur Ray faces his crimes, at the bottom of it is greed. Filthy, despicable, self-aggrandizing greed.
It is this that I want to use my voice against, it is this underlying greed that I want to admonish. In my own way, it’s how I want to honor the victims of James Ray today.
Greed treats individuals like a number or a cog. There is no respect nor a shred of basic human dignity offered toward “the mark” – they are simply evaluated for net worth, used-up, and discarded…and another is deftly slipped in to the still-warm, empty spot.
It is a vicious cycle, and one that preys on you. You are particularly in danger when you are looking for help, or guidance – like Kirby, James and Liz – for greedy opportunists understand there is a monetary value in convincing you to believe there is always something better coming soon- and this thing, this one thing, might be just the thing you need to get there.
Yet what they deliver, because it is the only possible thing to deliver to such an absurd promise, are Magic bullets and unicorn dreams to distract you from the fact they are figuring out your net worth to lubricte the cycle. By the time you might begin to notice it is not your best interests being protected or even considered at any point, you might find yourself dead in a sweat lodge.
The greed of James Ray was no doubt a big part of what drove him to cut corners in providing adequate resources in Sedona. He was no expert, and this was a dangerous thing by any measure. But he still created a sweat lodge and killed people in it.
3 of them: Kirby, James and Liz.
These are not the only deaths being attributed to James Ray and his greed. Hopefully by the time the dust settles in court, they find or invent very interesting ways to punish the guilty.
Today, James Ray is tweeting. Obscenely, others have families that are mourning and there are (at least) three of them.
The families of Kirby Brown, James Shore, and Liz Neuman.
I will join those who remember what you did to these people, James Ray. I will use my little voice to say it again, because it ALWAYS bears repeating: James Authur Ray is responsible for their deaths. He killed people with his selfishily irresponsible greed.
No doubt, James Ray will rot in whatever hell exists. Because no matter what happens next: he killed people.
While there might never be a way to understand the deepest mechanics of why it happened, how it happened is definitely worth examining by the proper authorities. And remembering is important to the survivors, and the families of those lost.
And punishing this charlatan is important to send another message that there is a system of checks and balances. So is speaking up, and speaking out against it. I look forward to justice being swift and heavy-handed.
I want to honor the families of the victims of James Arthur Ray in the Sedona tragedy last year. I am so sincerely sorry for your loss. May you soon find peace. Please let my voice join with those that already offer you support. What happened matters, and we lift our voices to remember with you.
by Marty | Sep 18, 2010 | Reviews of Stuff
Review of the PPC Blog Membership Site: The Community and the Tools
In part one of this thrilling masterpiece, I covered PPCBlog’s training modules, and the tone and approach of the materials offered by Geordie Carswell.
To wrap-up my review of this site, I am going to quickly mention the proprietary PPC Tools and the PPC Community offered by this site.
For background stuff, revisit the first post.
The Tools
The tools for streamlining and optimizing PPC hinge on the things you can automate: Keyword Research, Bid Pricing, Ad Testing, Data Collection and Reporting. In a nutshell, PPC efficiency often boils down to having tools that make it easier and faster to research, deploy/test, measure, and refine your efforts for greater profitability.
I am an old school guy. I remember doing everything by hand, dumping piles of data from various sources into spread sheets to try to see what was happening. Keyword research was fairly irregular at best, and extremely time-consuming. Creating lists of keyphrases that were concatenating any kind of decent geographical data required two programmers, thirty working hours and a penguin.
Enter the dawn of a new age: PPC Tools. I guess ol’ Grampa gets a boost from Geordie and the folks over at PPCBlog.
I would describe what each of the tools do, but instead, I made the picture big enough for you to see. Geordie’s (?) descriptions do a fine bit of justice to what these tools will do for optimizing your time in putting together or managing a campaign. Online marketing can be optimized from a simple dashboard.
Case in point: I am running a campaign where Google told me I was getting hits from a specific region (think: multi-state). So I wanted to try a couple of regionally-focused campaigns, targeting phrases that blended various specific locations and my offers.
In the olden days (when I was a boy), I would have had to create a regional database, that I could then concatenate with my keywords. But with my PPCBlog membership, I used the local keyword tool to explode some geographically specific data by simply entering a few zip codes and using a 50 mile radius…it was a pretty neat little thing.
In a few seconds, I had plenty of relevant regional stuff I could blend into my ads. I fed some things into the Mass Campaign Builder, and had it ready for AdWords importing in less than an hour. I coordinated a TON of research and campaign setup in what boiled down to a few minutes — stuff that would have taken me hours (and dinosaurs) in the past.
Are you going to use every tool for every campaign? Of course not. But they could all come in handy, for sure. I don’t scrape keywords, so I can’t see the clean-up tool being of much use to me. But I played a bit with all of them, and was impressed. Simple interfaces, good speed, nice data outputs. Much like Aaron’s team did with the SEOBook Organic SEO Tools, I found these PPC Tools are really efficient at simplifying specific mechanical tasks to make your life as an online marketer easier. Time is money. These tools save you both.
The Community
This is the true selling point of PPCBlog’s membership, to me. Why? Because there are some brilliant people in this community, and the membership fee does a good job of filtering out the lame-os. No frdeetarding in here: everyone has a mission, and we call it online advertising!
Think of it like this: if you have a question about what you are doing, or thinking about doing with a campaign, how much is it worth to you to get a valuable second opinion? And a third? A fifth? The point is, multiple viewpoints from like-minded (and more seasoned!) professionals is an amazingly powerful tool.
Capitalizing on the brain power of the community, members help each other to reach greater levels of success. Better still, if you pose a question in here, you are almost SURE to get an answer directly from Geordie. Having a resident expert to bounce your questions off of is a wonderful balance. I have seen him give many folks some support in a direction, or suggest perhaps something else to test. But he’s in there.
The activity level in this community was growing every day I was in it. Questions range from basic beginner validations, to mid-level and even expert level stuff. It might be about ads, optimizing landers or the peculiar way Google treats somethings opposed to others.
I saw Geordie responding, often multiple times in the same thread, to help ensure that all community members get their questions handled in some way. But this is a vibrant, growing community – so experts from different parts of the globe, and practitioners of every shade are willing to chime in when appropriate.
This is not a forum full of BS posts, and flame fests (the freetard, lame-o norm) – this is people working, and finding better ways to work, together.
I have a great deal of respect for ALL of the members I have encountered in this community so far. I would have to ask how many people are actually in there, but I don’t really care. For all realistic purposes, I want an activity level that matches my own involvement. I hit a forum like this, maybe 4-5 times a week or so – so it was perfectly moving along, to me. The answers were coming within 24 hours of any question being posed.
And again, getting an expert like Geordie to give you some pointers or feedback can make a HUGE difference in your AdWords, or other online advertising ROI. But Geordie is only one of the many experts in there, so do the math yourself. Odds are pretty well stacked in your favor when your direction is coming from some of the best minds in the industry.
And there is a good camaraderie in there, even for people facing similar niches. This is cool, because it prevents a lot of the one-upping crap you might see elsewhere. Everyone behaves, because we are all there for the same reason.
Final Summary on PPCBlog Membership
I want to obviously recommend the PPCBlog membership. I would suggest this for anyone who spends more than $100 a month on PPC, Facebook, Bing or other online ad campaigns. Maximizing your profits is easier when you have experienced professionals helping you.
The training modules are succinct and easy to understand, as well as being complete with some insights that will improve the ROI for most campaigns. Geordie Carswell is a fine PPC ambassador here – he is willing to share his time, patience and best of all his depth of experiences with any member who asks.
The tools are great time savers – allowing you to efficiently wrap-up many smaller things necessary in researching and setting up a well-balanced campaign. Yet perhaps best of all, the community behind the PPCBlog site is a worldwide gathering of online professionals. The experiences range from beginner to expert, but it is a warm and inviting place to learn. The people were great – all the way up to Geordie, Giovanna and Aaron.
Ultimately, if you want to improve your earnings from online paid advertising channels, there is no resource I would suggest to you more than PPCBlog membership.
by Marty | Sep 8, 2010 | Reviews of Stuff
Part One: PPC Training Modules
I have a little experience and training with PPC, but not a ton. I tended to get frustrated a lot doing PPC, because Google seems to do things in a very peculiar fashion. They sure do seem to enjoy it when you broad match!
But I started thinking recently it might be my own hang-ups. Maybe PPC wasn’t so bad, and maybe I am leaving money on the table. (Sorry for the sales guy cliché…please set fire to my low-hanging shame.)
And then I realized it has been a couple years since I did any meaningful PPC training.
I needed a refresher course on paid advertising.
Maybe I didn’t really distrust PPC – maybe I just didn’t get it anymore. And maybe things were getting better than I remembered. Maybe Google didn’t try so hard to push you into the broad match body slam anymore.
I have a couple live PPC accounts that are very tightly clamped down these days, and I could optimize them. I also have some new ideas brewing that might need some help. So I signed-up for membership on the PPC Blog.
Here’s my review of what you get when you opt for the paid membership of PPCBlog.
The facts:
- The site was founded by Aaron and Giovanna Wall, and is run by them and PPC expert Geordie Carswell
- There are three main sections of the site offering value to those learning or improving PPC skills: PPC Blog, PPC Community, and PPC Training
- The monthly fees for membership are $179 a month, and membership would be required to see what I will be talking about in this review
- I was not paid to write this – I am simply offering my opinions on the value of this site. There is no affiliate connection. (oh, that there was!)
I am not going to review the blog, because you should go read it for yourself.
Giovanna and Geordie (and the occasional post by Aaron, Peter or other guests) tend to be spot-on, detailed and chock-full of great insights. The blog topics cover more than simple PPC techniques-you really owe it to yourself to soak it in. Wonderful blogging is happening out there, year after year, quietly building into a great resource.
So this part is not going to cover the blog. In part one, I am going to review the training modules. I got a little wordy (ha!), so I cut it up, and made part two about the tools and the forum.
Digging In: The PPC Training Modules
A big part of a site like this is you want to get some expert training. I personally prefer to do it on my own time, and so I like a site where I can easily sift through the information, getting what I need as I see fit. My own pace can be pretty erratic.
In reviewing the training modules in PPCBlog for this post, I approached them in two ways: as an initial means to retrain myself on best practices; and, as a resource I could mentally bookmark to leverage in the future, locating specific ideas to improve upon live tactics as I progress.
Categories are Your Friend in PPCBlog
Simple categorization is a huge plus when you’re trying to plow through a lot of detailed materials. Thankfully, the modules in the PPC Training are well categorized and clearly marked for easy identification.
When you first get in, there are some modules created to help you follow a simple, clear path through the training. It’s helpful, because if you don’t know where to start, they ease you in. Nothing overwhelming – they just offer a nice, soft starting place, with a clear pathway to grow.
I liked immediately that there was beginner information, but it was not limited in scope, nor was it in any way condescending. It allowed me to quickly review the basics again, and make sure I am still thinking about things as they are in the real world.
Of course, there is no need to follow a training path if you come in later with a specific need. So, let’s say I came in and wanted to learn more specifically about Facebook advertising, or had a Google ad I wanted to refine.
In both cases, the simple navigation in PPCBlog allows me to go directly to the module I need from the “Training” link dropdown.
Or, I can just go to the site map.
PPCBlog has enabled two solid ways for you to approach the information.
You can follow the path laid out for you, and each module will lead you into the next. This is a smart way to learn because the information in some of the modules builds on information offered by previous ones.
The other way, is to simply zero-in on the specific area of information you want to explore, and jumping right into it. This is better for people with more experience, or what you’d do once you’ve been a member in here for a while.
And look to the right – there is a handy sub-nav ready to bring you to wherever you want to pick up.
I think PPCBlog handled this well. As a result, they seamlessly accommodate professionals with varying levels of experience. It’s all there, never more than a click away.
The Modules: Tone, Flow and Information
The training modules were created by Geordie Carswell – a well respected PPC expert. He has a solid enough reputation, so I felt giving him a chance to teach me was not a big risk.
image swiped mercilessly: http://www.purposeinc.com/pwp/geordie-carswell
Geordie’s writing style and approach to organizing his ideas is straightforward, open and well informed. It makes these modules engrossing and easy to understand, no matter what level of experience you’re bringing to the table.
His tone is assured, but not condescending. He starts basic, yet within every module I kept finding little gems tucked in there.
These tasty morsels are unique, because they allow insight into Geordie’s range of experiences. Having information offered by an expert is exceptional in this respect – he is able to understand what most users need, and still offer something taking you beyond the rudiments.
More than once, there might be a paragraph or two of fairly detailed information. Geordie summarizes them for you as “The main takeaway here…” or “This means you should focus on…” or something similar and gets to the heart of it.
I would share some specific details, but I don’t think that would be fair to the work Geordie has put in.
For a general example, in the Google AdWords module, Geordie has offered a variety of screen caps to walk you through setting up your ad groups more efficiently.
He then goes into detail on how to refine keywords, which variants to include, which characters to use, and how to address negative keywords to your greatest advantage. In short, he is giving you all the information you need to set up a safe, a moderate, or an aggressive campaign.
Which way you use the information Geordie offers in these modules is based only on your own personal thresholds and direction. The information is all there, complete with warnings when things might get a little risky.
This is a big plus to me, because again, it shows the value of being able to rely on this resource more than once.
Geordie’s modules have a lot of information and insight presented in a very clear manner. They are typically short and to the point, and all of them had links to deeper resources. Nice use of bullets and short, tight paragraphs.
Perhaps best of all to me, are the little asides and suggestions that Geordie offers. This is true value-add stuff, this is thinking, experience and something you won’t find elsewhere – unless you find Geordie, I guess.
I am of course, hyper-critical to the way people communicate. Geordie is worth listening to on a number of levels, and you’ll see it instantly when you read the training modules.
The Verdict?
Ultimately, you have to evaluate a training program on its ability to provide a recurring value. At least I do – I was raised in a big family, and mom didn’t like things that did not return recurring value.
But no worries here – I locked in-step with Geordie’s style pretty quickly, and can see no reason why anyone else would have a different experience.
I liked his approach for presenting a wide-based bed of information, simply. Couple this with the little nuggets of insight he offers (that I feel are pretty unique to each professional), and the value and ROI are clear. Geordie’s professional experience is definitely beneficial to refining my own efforts so far, so my own return on investment has been realized.
My mom would approve.
But wait until I tell you about the extra benefits found in the community, and the tools.
Part two is now posted, you can see it here. And go to the blog and have a look for yourself…I am telling you, these kids have a nice little spark catching fire here.
