Why You Should Integrate Your Blog into Your Website

This will be my last post on this blog as I have taken my own advice and integrated my blog into my own website.

It's been a lengthy process, involving a complete website rebuild, but it makes sense for me - and for you - on so many levels:

• Having the blog on my website ensures that there is fresh content on a regular basis - which makes it more appealing to the search engines
• The blog also gives visitors a reason to return to the site
• The blog enables me to establish my expertise in my field
  
• A subscription form enables me to capture the contact information of visitors to the blog
• By having the blog on the site, I am also able to invite visitors to check out everything else the website has to offer
  
• By rebuilding on the wordpress platform, I am taking advantage of their built-in SEO strengths
• Wordpress allows me to easily go in and make changes to my site, which enables me to add content on a regular basis, in addition to the blog posts

It really is a worthwhile exercise - take a look at how the blog has become an integral part of my website.

If you would like advice on integrating your own blog into your website, call 403-279-3606 or drop me an email.

Keeping Your Blog Brief

Are you boring your readers to death with your long copy - or forcing them to skim through hoping for some priceless nugget they can really use?

As a staunch advocate of long(ish) copy, I'm really surprising myself here, but I'm getting a little tired of some of my favourite blogs just because they are way too long.

Most I will automatically delete if they're over about 300 words, but there are a few where I will bite the bullet and skim through because I just know there's going to be some idea or suggestion I really want to read. Wow, I would be so grateful if they would just distill it down to a few bullet points and save us all some time!

So, here are my thoughts for this week:

#1 Distill your topic down to a maximum of about three points.

#2 Use sub-heads or bullets to help your readers find your main points.

#3 Make sure your three points contain something actionable.

#4 Just kidding!

If your post really needed to be long, summarize at the end so that your readers can preview.

Was that quick enough for your?

Using Links for Search Engine Optimization

You probably know that inbound links will help build your website's visibility to the search engines, but if you're using links as an SEO tactic, you need to be aware of the following:

1) Only use links that are high quality and from a site that is relevant to yours. If you have a hair salon, a link from the local auto mechanics will not benefit you. Look for links from related businesses, and particularly from people who are endorsing you.

2) Stay away from link farms. They send those emails asking you to pay for inbound links, or even to provide links out in exchange. The links are mostly poor quality, and as the search engines hate link farms, it can actually prove detrimental to your ranking.

3) Links within your own site from one page to another can also help the visibility of the page being linked to.

4) Avoid using 'click here' or 'learn more' as your anchor text in the link (i.e. the text that you click on). Use anchor text that contains your keywords, or has some descriptive value. Something like check out Wendy Zak's website for more information on search engine copywriting.

Finally, remember that the best way to build your own inbound links is to write online articles, blog, make use of social media and get recommended.

Happy linking!

Three Simple Questions to Ask Yourself Every Time You Post

There's no doubt the search engines love content. And 'content' doesn't mean sales copy, it means useful, free information.

We all know that, right? Maybe so, but just putting content out there doesn't really do much for your readers, and ultimately doesn't do anything for your business unless it's content that is carefully designed to have solid value. Every time you write a social media post, or add something to your website, ask yourself the following questions:

* Does it teach something that your readers need (and want) to learn?
* Does it help to establish you as an expert in your field?
* Is there anything useful and original enough to be passed on?

It's really simple, but if your post doesn't pass all three criteria, go back to the drawing board.

So, if you're using social media, or blogging, always double check before you post. And if it works for you, please remember to share this list with others.

How Linked In Answers Can Increase Your Network

Happy New Year!

I hope you all enjoyed a wonderful holiday season. I spent the holidays in England with family and, while we usually go there to get away from the snow, this year we ended up snowed in. Oh well, I suppose it was a change from the rain.

I mentioned a while ago that I planned to get more involved in groups as a way to make social media connections. I have certainly found some great groups and have started to build a wider network by participating in the discussions.

Linked In Answers has been a great find. It's located under 'More' in the main title bar and you can go there to ask any kind of business related question and look for answers from experts everywhere. But, better than than, it gives you the opportunity to answer questions and demonstrate your expertise to a network of people you wouldn't otherwise have any access to. I've received replies and thanks from people on several occasions.

If you're active enough, you can even be featured as a Top Expert. So, if you're using Linked In, make sure you take a look and consider participating.

Here's to a successful and profitable year in 2011.

Is Your Blog a Substitute for a Newsletter?

I get asked quite a lot whether clients should be blogging or sending an e-newsletter.

I guess the answer is, it depends (I love that answer!). Personally I'm using my blog as a substitute for a newsletter, and when I finish getting my website rebuilt (a whole different story), I plan to use an email sign-up box just as you would with an e-newsletter.

But, there can be a place for doing both, because the expectations from each medium are slightly different.

For the most part I would suggest that your blog is a more informal, conversational piece. Lot's of people are successfully monetizing their blogs, but for the most part, I think we're seeing it primarily as a tool with which to build relationships. This is a great place to build community and establish yourself as the friendly, helpful, neighbourhood expert in your field.

A newsletter, because it has the potential for different articles, is a little more corporate, more product-oriented and more of a sales piece. Having said that - always make sure that at least 80% of your newsletter is solid informational content. If it's just a sales vehicle, you'll start getting a whole bunch of opt-outs.

So, that's the either/or option, but if it fits your marketing plan, it's also worth considering both, partly because then you can segment both your message and your audience.

That's all for now. If, like me, you're in Calgary right now - enjoy the snow!

What's Your Personal Brand?

It seems wherever I look just recently, I'm finding myself reading about personal branding. What's up with that?

Actually, it makes a lot of sense that when you're engaging in social media, your business brand is going to become inextricably linked with who you are away from the office. Your facebook profile is attached to your business page, and your tweets can be followed by both business and personal contacts alike.

And, of course, potential business contacts can search for you and find you on all your social media sites.

So, it's important, then, to be aware of the persona you're presenting, even when communicating with friends and family in social media. Just bear in mind that when you're sharing a joke or memories with good friends, that could be seen by your next best client. Is it something you want out there?

Of course, that's where your privacy settings come in, too. They can't completely separate your business from personal, but use the settings mindfully - and that goes further than just controlling what 'non-friends' can see. On your facebook profile, for instance, you can put all your business contacts together in a business group, and then you can control some of the things members of that group see. When you share links, videos or information you can choose to share it with just your business contacts - or not with that group at all. It's not foolproof, but it helps.

I'm still trying to come to terms with this merging of business and personal, but until it becomes possible to truly separate the two, it certainly makes sense to be aware and to use a little discretion.