Written by Robert Bruce.

Google’s been pissing people off lately. Panda, Penguin, Parakeet (okay, I made that last one up), who knows what’s next …

Then there are the social networking evangelists whose entire fortunes are deep in Zuckerberg’s asset.
And finally, the faithful content producers, who labor slowly and quietly to build their businesses one thousand words at a time.
It can all seem a bit much to keep up with. SEO isn’t bad. Social networking sites aren’t evil. Content marketing isn’t impossible. But it can feel like it sometimes.
To clear some of this confusion and frustration up for us, I’ve asked Lee Odden to jump on the show and tell us how the smart, systematic integration of search, social, and content can attract an audience … and keep businesses — both large and small — sanely profitable.

In this episode we discuss:

• The 3 phases of a holistic customer attraction plan
• What the changes in search algorithms really mean for online publishers
• How to intelligently plan a content strategy that works
• Why it’s now essential that you become a “holistic” content producer
• 5 content optimization audits you need to perform
• 3 steps to implementing your systematic content plan
• How to scale your content efforts on a limited budget

Listen to what Lee has to say about integrating content, social, and search on www.copyblogger.com

Pay  Careful Attention to the Upper Right hand Corner of Google Search Results

If you have recently checked your category’s Google search results, you may well have been as surprised as was when I recently checked  our first page placement in the  ‘content marketing’  topic.

In weeks and months past, text ads would have appeared in the upper right-hand corner. Those ads still appear, but they have been bumped down by a gigantic Google+ area that features 2 content marketing gurus,  Joe Pulizzi and Brian Clark.

Interestingly, the Google+ content has exactly the same prominence as the major sponsored search results that appear above the organic search results. I cannot imagine that advertisers are overly pleased by that.

Happily, Content Marketing Today still appears on the 1st page of search results. Of course, that’s a direct result of picking the right website name early on, having been around since 2007, and posting lots and lots of content about content marketing.  But, our organic search results and those of many other organizations may soon seem less important than any company or individual who is featured in that upper right-hand corner Google+ sweet spot. 

Even worse, Google also encourages you to click through to a follow-up page that shows more individuals and organizations who are active Google+ users. Fortunately, we show up there, too. But, because we haven’t taken Google+ all that seriously, our presence lacks punch and pizazz.

The bottom line seems to be that Google+ must become a key part of our collective content marketing efforts. That’s not necessarily because of its intrinsic merits, but because of the way Google is leveraging its omnipotent control of upper right-hand corner of the search results page. Your search terms may not yet show that upper right-hand Google+ content, but I’m guessing that we’ll soon find it everywhere.
Yikes!

Written by Brianne Carlon

A good goal for headlines is to evoke emotion in some way. Whether it is amusement, curiosity, joy or sorrow, intriguing a reader is the biggest responsibility of a headline. And there have been some good ones over the past few years:

• “No Happy Ending” from Daily News when Brett Favre got himself in trouble with a former Jet’s masseuses
• “Battle of the Bulge: Weiner Exposed” and a slew of others when the Anthony Weiner scandal erupted
• “Linsanity!” after Jeremy Lin came out of nowhere to lead the New York Knicks to several straight wins

Admittedly, these are amazing headlines. They are clever, intriguing, and evoking: Shame. Humor. Inspiration. These headlines get the job done.
So what’s the problem? Well unfortunately, this only works for print.

For the rest of the story go right to Kuno Creative

Written by Heather Lloyd-Martin.

Looking for some writing inspiration? Why not check out some Dr. Seuss books. Learn what Dr. Seuss can teach you about good copywriting.

Confession time: I love Dr. Seuss.

The words to One Fish, Two Fish are stuck in my brain. I have a Dr. Seuss watch. I have Dr. Seuss books on my iPad. I watch “How the Grinch Stole Christmas” ever year. I even have a limited edition print hanging in my bedroom.

Why? The words that Theodor Geisel (otherwise known as Dr. Seuss) wrote had an impact on me. Yes, his books taught me how to read (and they always bring back fond memories of my mother reading them to me.) But it’s more than that.
His books taught me that reading (and writing) is fun.  And engaging.  And interesting.
(I’m guessing that many readers feel the exact same way.)

What makes Dr. Seuss so great? Back in the day of Dick and Jane, he rejected the “normal” children’s book style and blazed his very own path. Heck, Geisel even made up words that are part of our every day vocabulary. Ever wonder where the word “nerd” comes from? The first reported usage is in the 1950 story “If I Ran The Zoo.”
Via www.seocopywriting.com

Naming a company or a product used to involve a number of factors—none of which related to SEO considerations. But no longer. “It doesn’t matter whether your brand is online or not, “[I]t will be googled, ” says Ann Smarty in an article at MarketingProfs.
“So, before you choose your brand name, you should understand … three major facts about how Google rates and ranks personal and business names,” she advises.

Here are the big three:Some search results are ‘obvious.’ Google interprets queries in one of three ways: dominant, common, and minor interpretations. Type “Apple” into the search box and you’ll quickly learn about dominant interpretations. Most people want information about the computer company, and your “Apple Vacations” agency stands zero chance of getting onto the first page of results.

“You don’t want to start a business to later find out there’s no way to rank in the top 10 results for your own business name,” Smarty notes.

Read more: Via www.marketingprofs.com

Written by Lee Odden

I’ve had people learn that I’ve recently written a book called Optimize and they ask what it’s about. I say it’s about optimizing customer discovery and engagement with content. The response I usually get is something like, “Oh, cool. I thought it was about SEO.”

Well, in a way optimizing content and customer experiences is SEO. That’s because what most of the better SEOs practice today is really more about the promise of marketing: attracting, engaging and inspiring customers to buy.

Whether it’s Google, Social Networks, Online News Media, Digital Assets or any other channel/format for content – best practices optimization is in effect for smart companies that want an advantage. 

2005 Called, It Wants Its SEO Back. If your SEO is still overwhelmingly focused on massive keyword lists, ranking reports and directory/social bookmarking style link building then you’re stuck in 2005. It’s time to evolve with an optimized state of mind.

Optimize Throughout the Customer Life Cycle. To “optimize” in the search world may have traditionally focused on keywords and links but has changed to focus holistically on the journey from prospect to customer to advocate. At least in my view it does. When companies look at the entire customer life cycle, it will reveal a tremendous opportunity for optimization, not just for the top of the sales funnel.

Modern Optimization is Adaptable. When Google, Bing and Ask implemented various media and data sources into common search results (Universal Search) SEOs adjusted with digital asset optimization. When Google evolved their place pages, SEOs adjusted with local, mobile and geo-specific optimization. Panda? Better quality and less duplicate content. Personalization? Better title tag and meta description writing to inspire greater CTR. Social? Say hello to a tirade of G+ SEO. Conversions? Check. Pigeon Rank? If was real, check.

 Read the rest of Lee’s article Via www.toprankblog.com

Notes from Newt: Be sure to preorder Lee’s terrific book, Optimize.

Optimize is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement.

Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public relations, and customer service. Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online.

His book explains how to:

• Create a blueprint for integrated search, social media and content marketing strategy
• Determine which creative tactics will provide the best results for your company
• Implement search and social optimization holistically in the organization
• Measure the business value of optimized and socialized content marketing
• Develop guidelines, processes and training to scale online marketing success
• Optimize offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics.

Via Scoop.it – Content Marketing Now

Written by David Meerman Scott

One of my favorite videos is HP Invent, which was co-created by Tom Wrigglesworth. I’ve shown this video at many of my speaking gigs because it beautifully captures what HP Workstations are about. The video is not a product pitch. And it is entertaining as heck.

HP – invent from Films & Things on Vimeo.

This HP Invent video has nearly 600,000 views. Imagine that – a video about technology that people actually share!
Via www.webinknow.com

Via Scoop.it – Content Marketing Now

From the Hubspot Blog, by Karen Rubin

HubSpot launches a free new tool to help you evaluate and improve the effectiveness of your entire marketing program.

Since 2006, HubSpot’s award-winning free tool, Website Grader, has graded more than 4 million websites. Website Grader has given marketers advice on how to improve many aspects of their websites and encouraged millions to bring their website presence to the next level, all for free.

But now the time has come to replace Website Grader! A lot has changed since 2006, and these days, marketing is about much more than just your website.

Why is Marketing Grader Replacing Website Grader?

In 2012, marketing is about more than just your website. It’s about social, mobile, blogging, email marketing, lead nurturing, and analytics. As a marketer, you need to be aware of how your marketing impacts your entire sales and marketing funnel from the top of the funnel to the middle of the funnel. Marketing Grader does just this by analyzing all aspects of your marketing efforts and letting you know where you’re succeeding and what you need to spend more time improving.

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/29274/HubSpot-Launches-Free-Marketing-Grader-Tool-to-Replace-Website-Grader.aspx#ixzz1hBsjpKyg

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/29274/HubSpot-Launches-Free-Marketing-Grader-Tool-to-Replace-Website-Grader.aspx#ixzz1fnkZP9xW
Via blog.hubspot.com

Pair of Seattle Personal Injury Law Firms Prove the Content Marketing Point

Marketing on the web is just like the old saw from the real estate world: "It’s all about location, location location."

On the web, there are two important meanings when it comes to the word "location."  They both relate to the importance of marketing focus.

First and foremost, a fabulous location is being at the top of Google search results. There is only one way to make that happen–by creating a niche for your business that precisely targets the information needs of your best customers.

Enter the second meaning of "location." Physical location is still important in strengthening your niche. Why? Because, by emphasizing your location, your site is much more likely to do well versus national or global competitors. This can give you a significant competitive advantage.

When you get both of these location elements just right, your website pops to the top. That’s the benefit of relentless focus.

This fact rears its marketing head in the world of law firms–and especially in the realm of personal injury attorneys.

Niche Marketing at Work: Personal Injury Attorneys in Seattle

Smart personal injury attorneys are also great marketers. We know this from their ever present and effective television commercials. Many also do a brilliant online marketing job. In Seattle, Rob Kornfeld of Kornfeld, Trudell, Bowen and LIngenbrink has created a niche website, www.KornfeldLaw.com. This site has a laser focus on personal injury law in the Seattle area.

To understand the danger of lack of focus, I compared Rob Kornfeld’s site to that of another Seattle law firm with a broad set of practice areas, one of which is personal injury. We will call them ABC Law to protect them from my content marketing critique. They are buried so deep in Google results that few clients are likely to find them when they are looking for personal injury attorneys–or any kind of attorney, for that matter.

Here’s why KornfeldLaw.com does so well in search results on Google and ABC Law does so poorly:

KornfeldLaw.com– High Up on the First Page of Google Search for Personal Injury Keywords

• Rob Kornfeld’s site focuses 100% on personal injury. Everything from the header to the copy and the images reinforce that focus.
• His bullet point list of practice areas are all specific types of personal injuries
• His homepage integrates the keyword, personal injury, eight times in text and several more times in images.
• His copy includes additional references to specific instances of personal injuries for which clients will be seeking redress.
• His WordPress website integrates a blog that includes up-to-date mentions of the keyword, personal injury.
• His footer integrates mentions of both personal injury and location specific links.
• He uses video effectively explain exactly how his firm can help personal injury clients to achieve positive results.

ABC Law–by Trying to Be Everything They Are Found Nowhere

• their homepage describes their practice only in the broadest terms.
• They minimize the search engine value of their Seattle location by referring to other states near and far were they are able to do legal work. This may be a good selling point but it reduces their findability significantly. In fact, Seattle gets only three mentions on their homepage.
• Their bullet point list of practice areas is very diverse.
• Neither personal injury nor any other important practice related keyword gets more than a single mention on their homepage.
• Their personal injury landing page says that personal injury is a "major part" of their practice. But, there isn’t enough content on that page to attract either clients or search engines on the hunt for personal injury solutions.
• Their best ranking for any practice related search term is number 25–and that’s for topic that gets almost no searches in the Seattle area

Focus. Focus. Focus: That’s the Way the Top of Google Search Results

"How do I get to Carnegie Hall?" That’s the question from a very old joke to which the answer is, "Practice. Practice. Practice"  that same level of intensity in terms of focus is essential to generating great Google search results.

In traditional marketing, it has always been important to define a niche that is important to an ideal set of customers. In the new world of content marketing online, focus is vital. That’s true both in terms of defining a niche and making sure that your website reflects that niche. Moreover, as a local business, you have an even better chance of doing well when your customers are looking for the solutions that only you can provide in your geographical area.

External links to your site from high quality, relevant websites are one of the best ways to generate great search results.

Why? Because, from Google’s perspective, your site ranks better if lots of your well-respected peers consider your site worth linking to. It’s like being friends with all the cool kids in high school. That makes you popular, too.

Unfortunately, the importance of generating quality links to your site opens the door to nefarious SEO practitioners who send out mass, evidently automated comments to a range of sites that have nothing to do with your company or your online presence.

A perfect example arrived in my e-mail this morning as a link to my article, "Six Reasons Why Your Blog Is Your Most Important Social Media Tool."

The SEO spammer left this absurd and ungrammatical comment:

"I’ve implies looked at it by way of that point of view and happen to be enlightened.  I will have to obtain some extra information and report it back again. Thank you."

I don’t know about you, but that sure doesn’t motivate me to connect with the ‘commenter.’

How to Avoid Falling for This Kind of Black Hat SEO Spam Link Building Technique

1. If an SEO company promises they will get you a ton of links from external sites, make them explain exactly how they will achieve this result.
2. Have them show you one or more examples that illustrate the way they go about delivering those external links.
3. Ask to see actual comments that they have left on sites which, in turn, resulted in an external link.
4. Ask them if they use the automated spamming process–perhaps showing my example of a stupid comment–and see if they think that’s a good idea.  It may well be that they think that kind of stupid comment is actually worthwhile.
5. If you don’t get the right answers to these questions, toss them out the virtual door.

External Links Are Important but You Can’t Get Lots of Them Easily or Overnight.

Convincing other sites to link to you or letting it happen organically will take time.

Here’s a good basic approach:

1. The first and most obvious step is to have great content on your site that is well worth linking to.
2. Keep your content current and relevant for a well-defined set of potential customers within equally well-defined market niches.
3. Research websites and bloggers who cover your content, product, service or knowledge expertise.
4. Subscribe to their RSS feed and/or use Google search tools to deliver regular reports on news items in those topic areas.  That will keep you current and give you the opportunity to connect with the folks from whom you ultimately want links to your site.
5. Begin to participate in the conversations taking place on those sites to demonstrate your knowledge. You will have an opportunity to leave a link to your site to make it easy for bloggers or website content creators to explore your site.
6. You can also send them a polite request, perhaps with an example of your content, to add a link to your site from theirs.

This slow but steady approach works. But it will take time, perhaps several months. Remember, as with so many things in life, if it seems too good to be true, it almost always is.