SEO content marketing roundup, week ending August 21st

In this week's online marketing news, the internet becomes ever more monetized and mobile dominates.This week’s latest and greatest online marketing news finds the internet inching ever closer to complete monetization.

Content marketers discuss spending and conversion priorities, and how to accomplish more with less. The SEO and search community discusses the commercialization of the internet and Google’s monetary chokehold on the industry. Meanwhile, social media marketers note that they too have to pay to play anymore, if they’re to effectively compete.

Other highlights include a lively discussion among SEO and search professionals about the relationship between social signals (specifically Google +1 votes) and search rankings – with Matt Cutts weighing in – as well as the continued trend towards mobile dominance in content, search, and social media marketing.

And Happy 10th Birthday, SEMPO!

Enjoy this week’s picks! They’re free.

Content Marketing

Lee Odden discusses “The Future of Content on the Search and Social Web” at TopRank.

Referring to B2B marketers, Kate Maddox posts “Budgeting for 2014: Technology, content and social to be top spending areas” at BtoB.

Citing data from a BrightEdge Mobile Share report, Jessica Lee reports “Mobile Traffic Up 125% but Conversions Lag Behind Desktop” at Search Engine Watch.

It’s all about capturing and funneling web traffic for conversions with “Is your home page doing its job?” at SEO Copywriting.

Jim Sterne discusses “Conversion Optimization Prioritization” at ClickZ.

Luke Clum posts “The Dangers of Dark Patterns” at distilled.

As part of his Q & A series, Seth Godin posts “Q & A: The 14 revolutionary trends and the Meatball Sundae.”

Matt Gratt posts “Making Big Content Work – 4 Experts Weigh In” at BuzzStream.

Jakob Nielsen discusses “Mobile Intranet Design” at his Alertbox.

Joshua Steimle posts “Online Marketing: When To Outsource, When To Do It In-House” at Forbes.

Michael Freeman discusses “Enabling Partners for Online Marketing Success” at Conductor.

Citing a recent eMarketer report, BundlePost reports “Companies With A Formal Content Strategy Nearly Double.”

Heidi Cohen posts “Are You Winging Content Marketing Strategy?”

Steve Ollington shares “Online Marketing Tips for Nonprofits” at Moz.

Mike Spear posts “Did You Make an Impact? How to Tell Your Nonprofit’s Story” at HubSpot.

iMedia Editors post “4 brands that made magic with small budgets” at iMediaConnection.

Joe Lazauskas posts “What One Thing Do The Best Brand Publishers Have In Common?” at Content Strategist.

J-P De Clerck posts “Thought leadership: content marketing and management at service” at Content Marketing Experience.

Gini Dietrich posts “Content Marketing: Get New Content Without Tons of Work” at Spin Sucks.

Neil Patel discusses “How to Create Marketing Copy… Without Actually Writing” at Quick Sprout.

Jayson DeMers discusses “5 Common Content Marketing Mistakes – And How to Fix Them” at Search Engine Journal.

Ginny Soskey posts “The Go-to Guide to Creating Email Newsletters People Actually Read” at HubSpot.

Olivia Rose shares “5 Easy to Use Tools to Effectively Find and Remove Stolen Content” at KISSmetrics.

Five of Heather Lloyd-Martin’s “freelance business smarts” posts are featured with “5 essential business survival lessons for the freelance SEO content writer” at SEO Copywriting.

Brian Furey shares “Portent’s Top 10 Posts of 2013 (So Far…) at Portent.

Lee Odden shares free access to his Content Marketing World 2013 eBook with “36 Content Marketers Who Rock…”  at TopRank.

Brittan Bright discusses “Overcoming Client Objections” (Whiteboard Friday) at Moz.

Veronica Siverd posts “Unlock the Potential of Your Most Valuable Customers: Encourage Loyalty”at SweetiQ.


(John Hall lists a number of great conferences for online marketers, businesses, and entrepreneurs at Forbes).


SEO & Search

Ian Lurie posts “Want to find new online customers? You’re gonna need new metrics” at The Hub.

Daniel Cristo posts “SEO’s: Time to Revolt Against Google?” at Search Engine Journal.

Gabriella Sannino and Doc Sheldon, as Level Headed Marketing, interview the SEO industry’s “Black Knight”, Ammon Johns, in part one of “Commercialization of the Internet” (video) at Level 343.

Ben Norman shares “3 steps to getting your in-depth articles ranked in Google search” at SEO Copywriting.

Rebecca Churt discusses “What Google’s ‘In-Depth Articles’ Algorithm Update Means For Your Content Strategy” at HubSpot.

In the first of a series on the subject, Jennifer Slegg posts “Google’s Pure Spam Manual Action: Matt Cutts on How to Fix it” at Search Engine Watch.

Cyrus Shepard posts “Amazing Correlation Between Google +1s and Higher Search Rankings’ at Moz. (Shepard updated his article, noting a Hacker News post by Matt Cutts) (below).

Citing a Hacker News post by Matt Cutts, Shaun Anderson posts a counter-argument to Shepard’s post (above) with “Matt Cutts Debunks Google Plus Votes as Important Ranking Factors” at Hobo Internet Marketing.

Barry Schwartz summarizes the Moz – Matt Cutts exchange with “Google’s Matt Cutts: Once Again, +1s Have No Direct Impact On Rankings” at Search Engine Land.

Dustin W. Stout shares his series of link-sharing experiments with “This Changes Everything: Social Signals, Your Website and Google+” at

Citing Stout’s post (above) and others, Steve Rayson posts “The Social Media Optimization (SMO) of SEO: 7 Key Steps” at Social Media Today.

Lenka Istvanova shares “18 Useful Social Media Tricks To Boost Your SEO potential” at Koozai.

Eric Enge discusses bringing distinction and value to search results themselves with “The Concept Of Sameness & Why It Should Matter” at Search Engine Land.

Michael Gray discusses “Why Simple Websites Will Always Lead to Better SEO” at Graywolf’s SEO Blog.

Kristine Schachinger reports on “5 New Website Vulnerabilities Straight from Black Hat & DEF CON” at Search Engine Watch.

Adam Connell shares “A Quick Guide To The Metrics and Quality Signals To Use When Link Prospecting” at Search Engine Journal.

In a follow-up to her post of a year ago, Julie Joyce posts “50+ More Things Every Link Builder Should Know” at Search Engine Land.

Ann Smarty posts “Types of Link Removal Requests and Where are We Heading?” at SEO Smarty.

Jennifer Van Iderstyne discusses “The 5 Stages of Google Update Grief” at Search Engine Watch.

Zach Bulygo shares “54 Google Analytics Resources – The 2013 Edition” at KISSmetrics.

Andre Alpar posts “Google AdWords Keyword Planner vs. Keyword Tool: SEO & PPC Feature Comparison” at Search Engine Watch.

Discussing Google’s Enhanced Campaigns and Account Managers, Martin MacDonald posts “#GoogleGate – Can you Trust Google?”

Elisa Gabbert discusses “Quality Score Hacks: 3 Sneaky Ways to Increase Your Quality Score” at WordStream.

Joseph Ruiz discusses “Search Marketing – How customer reviews make a difference” at Marketing Insights.

Tom Pick shares “Nine More Expert Guides to Local SEO” at Webbiquity.



Social Media Marketing

Marty Weintraub posts “The Great 2013 Social Media Buzz Kill, & How Early Adopters Dominate” at aimClear.

eMarketer reports “Mobile Gains Greater Share of Search, Display Spending” (“More digital spend shifts to mobile, especially in search”).

“Facebook Reveals Most Users Are Mobile” headlines Social Media Examiner’s weekly news.

Greg Finn reports “Your Facebook Post’s Lifespan May Be Shorter Than You Think, 50% Of Post Reach Is Achieved In 30 Minutes” at Marketing Land.

Gini Dietrich shares “Six Tips to Run the Branding Marathon” at AllBusiness Experts.

Michael Brito posts “The Socially Empowered Employee = Brand Journalist” at Your Brand.

Ryan Harris posts “Instagram Video vs Vine Video: Which Is Better For Your Brand?” at Search Engine Journal.

John Anyasor shares “20 Successful YouTube & Vimeo Channels for Local SMBs” at UpCity.

Chris Atkinson reports “ComScore Releases July 2013 Online Video Rankings” at ReelSEO.

Rebekah Radice posts “7 Point Checklist to Dominate Your Personal Brand Using Google Plus.”

Mary C. Long posts “When It’s Time To Hire A Digital Strategist, Beware Social Charlatans” at Social Media Today.

Heidi Cohen discusses social media ratings & reviews success with “7 Ways to Wow Prospects on Social Media.”

Elliot Morrow shares “5 Cool Apps to Save You from Social Media Overload” at Jeff Bullas’s Blog.

Andrew Beaujon posts “Twitter launches new ‘related headlines’ section on [embedded] tweets” at Poynter. [added]

Anum Hussain posts “10 Brands’ Twitter Marketing You Can’t Help But Love” at HubSpot.

Belle Beth Cooper shares “10 Surprising New Twitter Stats to Help You Reach More Followers” at The Buffer Blog.

Neal Schaffer posts “Professional LinkedIn Profile Tips: A Checklist of 17 Must-Have Items” at Maximize Social Business.


(For an all-in-one listing and description of social media, content & inbound marketing events, check out Neal Schaffer’s “The 12 Best Social Media Conferences to Attend in 2013” at Social Media Today.)

photo thanks to

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3 steps to getting your in-depth articles ranked in Google search

Do you write in-depth articles? Here's how to get them ranked in Google search results.Google has recently introduced a new rich SERP element which highlights in-depth articles towards the bottom of the search results.

For content marketers and SEOs alike, this is fantastic news. Not only does this further emphasise the need for quality content, but also that if you apply the Article markup, your in-depth articles stand a better chance of appearing in the SERPs for your relevant keywords.

The search giant has provided some information on how to make it easier for them to crawl and index your content, which increases the chance of you appearing in this block.

Here are three steps to make this happen!

1. Mark Up Your Pages With

Schema mark-up is essentially a series of tags used by webmasters to optimise their HTML coding, assigning page elements and content with descriptions so that it is easier for search engines to understand and index them appropriately.

In order for your content to be found by Google and considered for in-depth article rankings, they will need to be marked up with the Schema code for articles. This can be done by adding the following code to your web page HTML:

<div itemscope itemtype=>CONTENT GOES HERE</div>

Itemscope basically determines that everything within <div>…</div> is describing a particular item.

To give the search engines even more detail, you should add microdata to your HTML. Microdata is determined by ‘itemprop’ and refers to the page elements and content more specifically.

Here are the key parts of your page elements HTML that you will benefit from adding microdata to:

Headline – the title to your post

<h1 itemprop=”headline name”>Your headline</h1>

Alternative Headline – a secondary title or subtitle

<i itemprop=”alternativeHeadline”>A sub-headline here</i>

Image – the image(s) in your post, which will need to be crawlable and indexable by attaching suitable alt tags.

<img itemprop=”image” src=”image URL” alt=”Relevant alt tag describing the image”>

Description – A short description introducing the body of the content

<p itemprop=”description”>Your name explores the chosen subject</p>

Date Published – the published date of the article

<meta itemprop=”datePublished” content=”YEAR-MONTH-DAY”>PUBLISHED DATE</p>

Article Body – The content of the article

<p itemprop=”articleBody”>The body of your article here</p>

Don’t forget to close the HTML with </div> otherwise it will be not work correctly.

Adding more specific itemprop microdata will depend on what your content is about. For the full properties (i.e. all of the itemprop definitions you can use for your given topic), check out Organization of Schemas.

2. Connect Google+ Authorship

So you have marked up your pages with the correct Schema and microdata, now it’s time to set up Authorship and implement that into your markup too.

Whenever a piece of content goes live on your site, you should add the below link to the page, preferably in your author bio.

<a href=”[profile_url]?rel=author”>Your Name</a>

Where it says “Profile URL”, this takes us onto the next step.

If you do not already have a Google+ account, it’s time to sign up. Once you have set up an account and uploaded a headshot, add the URL of your profile page to the “profile_url” part of the rel=author tag. Then you will need to update the About page of your Google Plus profile.

Within the ‘Links’ box, you’ll see a ‘Contributor To’ section. Simply click ‘edit’ at the bottom of the ‘Links’ box, and click ‘Add custom link’. Add the URL of your article, or the blog you write for if you write multiple items.

3. Create Compelling In-Depth Content

Last but not least, you need to be creating the right kind of content. It’s all well and good adding Schema mark up, microdata and authorship, but if the body of your content is not up to scratch, you cannot compete against other articles.

For something to be “In-depth” you need to have a strong understanding of the subject matter, so make sure to do your research, and keep the information straightforward and relevant.

Getting individual articles just right will not be enough – currently the main sites appearing as “In-Depth Articles” are big brands, so reputation clearly comes into play too. This should change over time, giving lesser-known blogs and publications a chance to compete, but only if you are doing all you can to make it easy for Google to find you and your outstanding content.

About the AuthorBen Norman

Ben Norman is a leading UK SEO Expert with an extensive knowledge of search engine marketing. He regularly writes straightforward search related posts for his SEO blog. You can connect with Ben on Twitter via @Bennorman and on  Google+.

photo thanks to Steve Jurvetson

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Is your home page doing its job?

Your home page should capture and covert prospects. Is it doing its job?When is the last time you really looked through your website pages?

I mean REALLY looked them over, with a critical eye?

It’s all too easy to “set and forget” them, thinking all is well. But is it?

Starting with your home page – you know, your online storefront and the one most indexed by the search engines… do you see it positioning well in the SERPs?

And more importantly, is it capturing web traffic and funneling visitors to your sites’ sales pages?

In short, is your home page doing its job?

Your home page will perform its work much better if isn’t laboring under content that’s all about you. Mission statement? No. Please.

You need to check your corporate ego at the door.

Do you find your home page languishing from too much verbage? Say, laden with wasted words to achieve some mythical ideal wordcount “for Google”? Stop it. Strive for an economy of words, always. If it can be said in 50 words rather than 500, do it. Be ruthless in your editing.

And please tell me this isn’t so – are you trying for an equally mythical keyword density in your content? Knock it off. Matt Cutts even said so – some time ago! It’s time to move past that. Let it go.

A killer home page resonates with your readers with content informed by a well-researched, sculpted customer persona. It will grab your readers’ attention and inspire them to dig deeper into your site.

Next week, we’ll talk a bit about how to optimize that content. But for now..

This week’s SEO content challenge: Make your home page the absolute best that it can be! Then try doing an A/B test to fine tune your revisions.

You may find yourself surprised at what a truly difficult assignment this is. But what a difference it will make for your site’s conversions!

Good luck, and please let me know how it goes – or how I can help!

photo thanks to nikcname

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SEO content marketing roundup, week ending August 14th

This week's online marketing news is simply newsyThe word for this week’s latest and greatest online marketing news is, well, newsy.

Content marketers debate whether Google’s PR linking policy put the kibosh on the industry, search and SEO pros digest yet more link warnings in the way of widgets, and social media marketers discuss Facebook’s new news feed and Twitter search algorithms.

Other highlights include how the top 100 global brands are doing YouTube marketing, using data to inform content marketing strategy and user experience, B2B marketing trends, email marketing, Google’s conversational search ambitions, in-depth articles in SERPs, local search ranking factors, and manual webspam actions on display.

Enjoy this week’s picks!

Content Marketing

Jennifer Pepper shares a video interview with Lee Odden, “…When it comes to content marketing, better is better” at Vidyard.

Harry Gardiner posts “Using Creative Content To Build Your Brand’s Reputation” at Koozai.

Amanda Maksymiw shares “5 Fantastic Data Sources to Inform Your Content Marketing Strategy” at Content Marketing Institute.

Danny Brown discusses “Why Our User Experience Should Be Determined by Data.”

Angie Nikoleychuk talks visually appealing, passionate, and reader-driven content and content strategy with “Content Criminal Minds: Eye candy, passion & community dedication” at SEO Copywriting.

Seth Godin posts “Magic + Generosity = the brand crush” at his blog.

Doc Sheldon posts “Personalize Your Marketing with Behavioral Targeting” at Level 343.

Jason Acidre discusses “How to Scale Content Marketing” at Kaiserthesage.

Mark Schaefer shares “Five steps to establish a content-creating company culture” at {grow}.

David Soto posts “Creating A Content Calendar For Your Small Businesses” at My Blog Guest.

John Anyasor shares “Top 15 Content Management Tools for Small Businesses” at UpCity.

Ann Smarty discusses “How To Create an Effective Editorial Calendar For Your Blog” at Internet Marketing Ninjas.

Ayaz Nanji posts “Top B2B Content Marketing Trends in 2013” at MarketingProfs.

Heather Lloyd-Martin posts “Write sexy SEO content (for any industry!)” at SEO Copywriting.

Henneke Duistermaat shares “37 Tips for Writing Emails that Get Opened, Read, and Clicked” at Copyblogger.

Steve Young shares “7 Eye-Catching Email Subject Lines to Catapult Your Open Rates” at Unbounce.

Lee Odden posts “Google Did Not Just Kill PR Agencies” (with its updated link schemes document) at Top Rank.

Lisa Buyer shares “12 Ways to Optimize Press Releases & Avoid Google Penalties” at Search Engine Watch.

Peter DaVanzo posts “Google: Press Release Links” at SEO Book.

Citing a recent study by Forrester, Kendall Allen posts “Tackling the Tablet – A Mainstay For Consumers, A Must-Do For Marketers” at Marketing Land.

Citing a recent industry study by Pixability, Greg Jarboe discusses “7 Video Marketing Core Best Practices for Brand Marketers” at Search Engine Watch.

Solomon Thimothy shares “The Top Video Marketing Mistakes (and Solutions) at ReelSEO.

David Gould posts “How to Measure Content Marketing ROI” at Vertical Measures.

Avinash Kaushik discusses data analytics with “Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models” at Occam’s Razor.

Mitch Joel shares his podcast interview with Avinash Kaushik with “When Fish Climb Trees And Other Stories (With Avinash Kaushik)” at Six Pixels of Separation.


(John Hall lists a number of great conferences for online marketers, businesses, and entrepreneurs at Forbes).


SEO & Search

Citing a recent Matt Cutts’ (Webmaster Help) video on embedded links in widgets, Barry Schwartz posts “Google’s Matt Cutts: I Recommend NoFollowing Links On Widgets” at Search Engine Land.

Eric Ward shares his considerable expertise with “Understanding Google’s Latest Assault On Unnatural Links” at Search Engine Land.

In an update to his Moz piece on linkbuilders’ ideal productivity setup, Bryan Vu shares “Essential Tools for Outreach Experts: An Update for 2013” at Siege Media.

Rand Fishkin discusses “SEO’s Dilemma – Link Building vs. Content Marketing” via Whiteboard Friday at Moz.

Matt Cutts posts “View manual webspam actions in Webmaster Tools” at the Official Google Webmaster Central Blog.

Schwartz gives Cutts’ post (above) some discussion (as well as a lot of other search news, such as in-depth articles in SERPs) in his latest Video Recap of Weekly Search Buzz at Search Engine Roundtable.

Tim Capper discusses “Google in-depth articles in Search Results: How to be Included” at Google Plus Business Pages.

Bharati Ahuja posts “Google’s New ‘In-Depth Articles’ Feature For SERPs And How To Optimize Your Site For It” at WebPro Technologies.

Jim Yu posts “From Rank to Revenue: Qualitative & Quantitative Earned Media” at Search Engine Watch.

Eric Enge reports the results of a social vs. search (vs. people) study with “Is Search Still the Dominant Way People Use to Answer Questions?” at The Stone Temple Blog.

Krista LaRiviere posts “Time for a New Definition of SEO” at Search Engine Watch.

Michael Martinez posts “The Paradox of the Norm” at SEO Theory.

Michael Gray minces no words with “How Google Continues to Kill Organic Results” at Graywolf’s SEO Blog.

On a (somewhat?) lighter note, Simon Heseltine uses animated GIFs in posting “A Brief History of Google Search, as Demonstrated by Stephen Colbert” at Search Engine Watch.

SiteProNews reports “Google Debuts New Guidelines to Boost Mobile Search.”

Bent on big brands? Mark Jack discusses “Vince: The Google Update We Should Be Talking About” at Search Engine Watch.

Dr. Pete Meyers shares “101 Google Answer Boxes: A Journey into the Knowledge Graph” at Moz.

Citing an interview with Google’s Jeff Dean on conversational search and the Knowledge Graph from the Puget Sound Business Journal, Matt McGee posts “Google Scientist: We Want To Be Able To Respond To A Query Like ‘Book Me A Trip To Washington, DC’” at Search Engine Land.

Glenn Gabe posts “Google Panda, Penguin & Phantom: 3 Recovery Examples” at Search Engine Watch.

Janet Driscoll Miller posts “Is Google Authorship Affecting Rankings Today?” at Search Engine Land.

Annie Cushing shares her techie genius with “How to Carve Out Marketing Strategies by Mining Your Competitors’ Backlinks” at Moz.

Naysaying the SEO cynics, Ben Goodsell posts “Google Webmaster Tools Search Query Data is Accurate (and Valuable)” at Search Engine Watch.

Bill Slawski discusses “How Google May Substitute Query Terms with Co-Occurrence” at SEO by the Sea.

Adria Saracino shares “3 Places to Source Data Beyond Google Analytics” at Search Engine Watch.

David Mihm posts “Local Search Ranking Factors 2013 – Local SEO and How to Rank in Google” at Moz.

Chris Silver Smith posts “Logo Optimization: A Local SEO Stealth Tactic” at Search Engine Land.

Lisa Raehsler posts “Integrated PPC: A Mind Meld Across Online Marketing Tactics” at Search Engine Watch.

Erin Bell posts “Complete Guide to Conversion Tracking in AdWords” at WordStream.

Tad Chef shares “Excellent Free WordPress Plugins for SEO & Beyond You Probably Need” at



Social Media Marketing

Megan Abraham reports “Facebook Expected to Rake in $1 Billion from Video Ads in 2014” at SiteProNews.

“Facebook Changes News Feed Algorithm” headlines Social Media Examiner’s weekly news.

Belle Beth Cooper posts “The Beginner’s Guide to EdgeRank: How Facebook’s News Feed Algorithm Actually Works” at The Buffer Blog.

Chris Sukornyk posts “Facebook Unveils the Most Powerful Social Ads of All Time” at Convince&Convert.

Alex Wilhelm posts “The Mobile Tipping Point And Why Yahoo Must Mimic Groupon and Facebook” at TechCrunch.

Emma Tzeng posts “Will Pinterest and Google beat out Facebook as the leading social provider?” at VentureBeat.

Chris Atkinson reports “YouTube Founders Introduce Mixbit to Compete with Vine and Instagram” at ReelSEO.

Seth Fiegerman posts “How Brands Are Using Instagram’s New Video Upload Feature” at Mashable.

Jessica Lee reports “Twitter Search Results Add Photos, Recent Searches, More Context” at Search Engine Watch.

Matt McGee reviews “Twitonomy: The Best Twitter Analytics Tool You’ve Never Heard Of” at Marketing Land.

Michael Stelzner interviews Razor Social’s Ian Cleary via podcast with “Social Media Tools: How to Simplify Your Social Media Marketing” at Social Media Examiner.

Paresh Dave reviews the app “Chattback” with “Small businesses struggle to manage online image” at the LA Times.

Pamela Vaughan shares “8 Ways to Instantly Improve the Social Shareability of Your Visual Blog Content” at HubSpot.

Brian Solis discusses “The Accidental Narcissist And The Future Of [Connected] Customer Engagement.”

Rob Asghar interviews Brian Solis on “Building a Truly Social Business…” at Forbes.

Martin Waxman posts “My Klout Score: It Loves Me, It Loves Me Not” at Spin Sucks.

The Level 343 Team discusses social relevance with “Are You Beating a Social Media Drum… or a Pot?”

Danny Brown discusses “Why No-One Cares About Your Brand.”

Citing Pixability’s industry study, The Top 100 Global Brands: Key Lessons for Success on YouTube, Chris Atkinson posts “How the Top 100 Brands Use YouTube for Marketing” at ReelSEO.

Craig Jamieson posts “Social Sales | How To Avoid Being Seen As ‘Just Another Salesperson’” at Maximize Social Business.


(For an all-in-one listing and description of social media, content & inbound marketing events, check out Neal Schaffer’s “The 12 Best Social Media Conferences to Attend in 2013” at Social Media Today.)

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Content Criminal Minds: Eye candy, passion & community dedication

Your content needs to be attractive, passionate, and show dedicationIn “Content Criminal Minds: Why your content needs a BAU” (the first of my Content Criminal Minds series*), I introduced the stunning Derek Morgan. Yes, he’s eye candy, but he’s functional eye candy. While he adds beauty to the show, he also shows a lot of passion for his job and dedication to his community.

Content and content strategies need that same functional beauty. After all, first impressions make all the difference. If your content and website look spammy and low quality, it won’t get the attention it deserves and no one will see the value.


Content and Content Strategies Should Be Pretty

Whether you’re looking at an individual piece of content or all of your content as a whole, it has to look good and reflect well on your brand. (And yes, I mean it should be high quality, but it should also have visual appeal.)

For example, a piece of content should have images, video, audio and other mediums instead of just text. This will make it easy for people to read, it’ll make the page look nice, but it will also help with things like SEO, social sharing and comprehension. Your content strategy should be the same.

Including a variety of mediums in your content strategy will:

  • Keep your site (and your brand) fun and interesting.
  • Expand your reach by catching those who prefer alternative media.
  • Improve your authority and value by further exploring a topic.
  • Make your content easier to consume and share.
  • Better show the value and benefits of your products/services.


Use Content to Show Your Passion and Personality

Part of what makes Derek Morgan attractive and such an important member of the group is his personality and passion for what he does. And it shows in everything he does. He knows when to have fun and when to get serious. Your content and content strategy needs to do that, too.

It’s important to get down to business and get your information out there, but that doesn’t mean it’s your only option. Even if your brand is highly professional and refined, you still need to be personable and show your personality. You might even want to have a little fun.

Take Nike, for example. They’re a huge company and very, very formal and professional. Their advertising also screams quality and professionalism, but they’re not afraid to have a little fun, either. And they’re passionate, too.

If you can’t get excited about your industry, products and services, your target audience won’t be able to, either. So, get excited, show the love you have for what you do and open the window to all the benefits, value and opportunities your industry can bring. You’ll find it will get a far better response and be much more effective.


Be Easy to Work With and Make Sure People Know What You’re About

Derek Morgan may have the occasional disagreement with other characters on the show, but he’s easy to work with and they always know where they stand with him. There’s no beating around the bush or playing games. Your content and content strategy should be the same.

Everything you do should have a single purpose. If you add something to a page (or to your strategy) that doesn’t meet that specific purpose or goal, it doesn’t belong. This strengthens your marketing, adds clarity and strengthens your message. Visitors will be more likely to get your message and you’ll be more likely to meet your goals.

Navigation through your content and your content strategy are also important. Everything you create should be easy to find. People should be able to find what they need without digging, and most importantly, they should find it in the right order.

In other words: You need clear content funnels that move visitors from the landing page to the “goal” or “money page”. That being said, your content strategy can’t just be a stream of advertisements and product pitches.

Your content should be well rounded. It should be a well rounded strategy filled with relatable, confident and valuable content that informs or entertains. And it should all have an emphasis on serving your community (your target audience).

Derek Morgan adds good looks, passion, a fun personality and an unwavering dedication to his community. Your content and content strategy should do the same.

*The Content Criminal Minds series:

Content Criminal Minds: Why your content needs a BAU

Content Criminal Minds: 11 essentials goals of a solid content strategy

Content Criminal Minds: Fast & easy ways to streamline your content strategy


About the Author ~ Angie Nikoleychuk

A seven-year veteran in the war against boring, crap content, copywriter Angie Nikoleychuk loves writing, but she loves content strategy even more. She’s always up for a challenge and enjoys showing others how much fun (and effective) content can be. When she’s not running Angie’s Copywriting or on Twitter, she can be found doing other weird and wonderful things like geocaching, crafting, or performing as a professional oboist.

photo courtesy of Wikimedia Commons

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SEO content marketing roundup, week ending August 7th

This week, online marketers share tools, resources, and guides.This week’s latest and greatest online marketing news is about sharing tools, resources, guides, and lists.

The content marketing community shares content creation ideas, SEO and search pros share free SEO and site audit tools and resources, while social media marketers share Twitter lists, Pinterest guides, and hashtag campaign how-to’s.

Other highlights include business blogging and video content, mobile SEO and a peek at organic iOS referrer traffic, rankings, in-depth articles in Google search, Facebook’s news feed changes and embedded posts, Twitter search, and LinkedIn’s new company page analytics.

Enjoy this week’s picks!

Content Marketing

Heather Lloyd-Martin discusses “What Seth Godin can teach you about SEO content” at SEO Copywriting.

Phil Nottingham posts “Redefining ‘Unique Content’” at distilled.

Lee Odden shares “Business Blogging Ideas – What to Blog About When You Don’t Know What to Blog About” at TopRank.

Jayson DeMers posts “How to Generate a Year’s Worth of Blog Post Ideas” at Search Engine Journal.

Arnie Kuenn posts a video on “How To Generate Content Ideas For Your Business” at Vertical Measures.

Henneke Duistermaat posts “Are These 6 Stupid Blog Mistakes Costing Your Business New Leads?” at Unbounce.

Nick Bernard posts “Stop Writing Blog Posts: Ideas for Interactive Content” at Portent.

CopyPressed features a post inspired by Raubi Perilli, “Put a Fresh Spin on Content By Drilling Down Your Idea.”

Jon Ball shares “6 (easy) ways to transform content from meh into memorable” at SEO Copywriting.

Ann Smarty posts “Content Re-Packaging 101: The Benefits and Tactics” at Internet Marketing Ninjas.

Portent’s Sara Lingafelter presents “ROI WTF? Content Marketing Today, in Ten Truths” via SlideShare.

Eric Enge discusses “Subject Matter Experts and Their Role in Digital Marketing Strategy” (Whiteboard Friday presentation) at Moz.

Ayaz Nanji discusses “The State of Digital Copywriting: Top Challenges and Trends” at MarketingProfs.

Seth Godin posts “Words are hooks, words are levers” at his blog.

Michael Carney reports “eHow moves beyond canned content with the launch of eHow Now and real-time expert consultations” at PandoDaily.

Neil Patel shares “7 Simple Copywriting Tweaks That’ll Shoot Your Conversion Rate Up” at Quick Sprout.

Heather Lloyd-Martin posts “Stop chasing shiny things and write great content instead!” at SEO Copywriting.

Ryan Hanley interviews Spin Sucks Gini Dietrich on “How to Attract the Perfect Customer” (Content Warfare podcast).

Lee Odden shares “19 Content Tools to Boost Your Search Performance” at Content Marketing Institute.

Jayson DeMers discusses “How to Create Content Strategy for a B2B Business” at Search Engine Watch.

Gabriella Sannino discusses “Common Sense in International Marketing” at Level 343.

You Mon Tsang posts “Building the Press Release of the Future” (in light of Google’s updated link schemes document) at PRWeb.

Steve P. Young shares “A Simple Framework for Creating a Viral Video” at KISSmetrics.

Chris Atkinson posts “Video is No Longer an Option, It’s Go**amn Mandatory” at ReelSEO.

Kristen Craft posts a video on “How to Make a Marketing Video: A Beginner’s Guide” at HubSpot.

Eric Hinson shares “7 Tips for Creating Unique Landing Page Videos for Specific Campaigns” at KISSmetrics.

Barry Schwartz reports “Feedly, Google Reader Alternative, Gets Pro/Paid Version” at Marketing Land.


(John Hall lists a number of great conferences for online marketers, businesses, and entrepreneurs at Forbes).


SEO & Search

Barry Schwartz posts the “August 2013 Google Webmaster Report: Soft Panda, Link Schemes & Press Releases” at Search Engine Roundtable.

Greg Sterling reports “Google Introducing ‘In-Depth Articles’ To Search Results at Search Engine Land.

Mark Traphagen posts “Google In-Depth Article Search Results: How to Qualify Your Content” at Virante Orange Juice.

Aaron Wall posts “Google Keyword (Not Provided): High Double Digit Percent” at SEO Book.

Although it doesn’t solve the “not provided” data void, Barry Schwartz posts “Rejoice! Safari Is Once Again Providing Google Referral Information In iOS” at Search Engine Land.

Mark Ballard posts “iOS Organic Search Referrers Return, But Not Entirely” at RKG Blog.

Rachel Pasqua posts “SEO in the Age of Apps: Diversifying Your Mobile SEO Strategy” at Search Engine Watch.

Elisabeth Osmeloski announces a mobile update to Danny Sullivan’s Periodic Table of SEO Success Factors with “Slideshow: The Periodic Table Of SEO Success Factors Explained” (available via SlideShare as a PDF) at Marketing Land.

Rand Fishkin discusses “A Visual Guide to Keyword Targeting and On-Page Optimization” at Moz.

Chris Crum shares Google’s video about “Search, plus Your World” in reporting  “Google Stops Labeling Personalized Search Results” at WebProNews.

Julie Joyce posts “Link Building A-Z Guide – Definitions & Terms” at Search Engine Watch.

Brynna Baldauf explains “Nofollow Links: The Why, What and How for Your Own Website” at Vertical Measures.

Barrie Smith discusses “9 Traits of a Lazy Link Builder” at Receptional.

Mark Knowles posts “Website Launch Checklist: 25 Things to Test Before Your Site Goes Live” at Search Engine Watch.

Bill Slawski posts “Are You Experienced? Google Patents Social Experience Cards” at SEO by the Sea.

Clarissa Sajbl posts “The Birth of Influence Engine Optimization?” at State of Search.

Trond Lyngbo discusses “5 Critical SEO Mistakes Leaders Must Avoid” at Search Engine Land.

Peter DaVanzo posts “What Is Your SEO Strategy?” at SEO Book.

Mark discusses “How Website Speed Actually Impacts Search Ranking” at Moz.

Jon Henshaw discusses “Rankings Compared: Scraped Rankings vs Average Rankings” at RavenTools.

Benjamin Spiegel posts “Ditch Your Top 10 Metrics Now!” at Marketing Land.

Joe Hall discusses “4 Things SEOs Need To Be Testing, But Aren’t” at Internet Marketing Ninjas.

Joel Klettke posts “90 Seconds or Less: How SEO Got Into This Mess (And How It’ll Get Out)” at My Open Letters.

Glen Allsopp discusses “The Great Google Sh*tstorm of Our Time” at ViperChill.

Peter Yared and Cameron Olthuis co-author “In Mastering Machine Intelligence, Google Rewrites Search Engine Rules” at TechCrunch.

Cyrus Shepard shares an interactive list of “The 100 Best Free SEO Tools & Resources for Every Challenge” at Moz.

Melissa Fach shares “A Collection of Site Audit and Tool List Resources” at AuthorityLabs.

Marcus Sheridan posts “The Ultimate Guide to Writing GREAT Meta Descriptions Every Time” at The Sales Lion.

Citing a Matt Cutts’ video on the subject, Mark Traphagen posts “Google Authorship Update: Where Is Google Going with rel=author?” at Virante Orange Juice.

Chuck Price shares a case study with “Can Google Authorship Really Cause a Huge Traffic Drop?” at Search Engine Watch.

Tad Chef discusses “Web Hosting Issues that Can Kill Your SEO” at WebHostingBuzz.

Annie Cushing shares a video detailing “How To Pull Domains Out Of A List Of URLs In Excel” when doing a competitive analysis at Annielytics.

Carrie Hill discusses “How To Measure Local Area & Directory Referrals With Google Analytics” at Marketing Land.

Kristi Hines posts “SEO for Google+ Profiles, Pages, Local, Communities & Updates” at Search Engine Watch.

Barry Schwartz reports “Google Display Planner Tool To Replace Ad Planner, Placement Tool & Contextual Targeting Tool” at Search Engine Land.

Kohki Yamaguchi posts “Google’s Quality Score Change: What Marketers Need To Know” at Marketing Land.


  • TechCrunch Disrupt SF 2013 will be held September 7th thru the 11th (in San Francisco). Early Bird pricing available through August 19th.
  • SES San Francisco is set for September 10th thru the 13th. Early Bird rates available thru August 15th.
  • SMX East 2013 returns to New York City, October 1st thru the 3rd.
  • PubCon Las Vegas 2013 is on for October 22nd thru the 25thEarly bird savings schedule of up to $600 thru September 15th, then $400 thru October 20th!


Social Media Marketing

Jason Caldwell posts “Infographic: The Internet War Report 2013 – Social Media, OS & Browser Leaders” at KISSmetrics.

Gabriella Sannino discusses “Effective Social Media Channels for Different Niches” at Search News Central.

Amy Gesenhues reports “LinkedIn Earned $363.7 Million In 2Q 2013, Up 59% Compared To Same Time Last Year” at Marketing Land.

Shelly Kramer posts “LinkedIn Adds Company Page Analytics” at V3 Integrated Marketing.

Matt McGee reports “Twitter Launches Its Version Of Universal Search Results” at Search Engine Land.

Greg Finn posts “Topsy Enhances Keyword Analytics & Sentiment Tracking For All Terms, Includes Every Tweet Since July 2010” at Marketing Land.

Arvid Linde posts “How to Use Twitter Lists + Bonus Top 100 SEOs List” at Buzzkeep.

Adam Connell posts “The Ultimate Guide to Targeting Twitter Users and Connecting With Influencers” at KISSmetrics.

Cotton Delo posts “New to Retargeting, Twitter Abstains From Ad Industry’s Privacy Program” at Ad Age.

Matt McGee reports “Twitter’s Latest Transparency Report Details Increases In DMCA, Removal & Information Requests” at Marketing Land.

Dan Lyons reports “Facebook Announces News Feed Changes, Gets More Transparent With Businesses” at HubSpot.

“Facebook Embedded Posts” headlines Social Media Examiner’s weekly news.

Cooper Pickett posts “Really??? Report Finds Facebook Fans Worth $174” at SweetiQ.

Will Sigsworth shares videos and a post on “How to Run a Successful Multi-Platform Hashtag Campaign” at Social Media Today.

Ekaterina Walter posts “The Ultimate Guide To Pinterest For Every Brand” at Fast Company.

Gabriella Sannino discusses “4 Simple Rules for Effective Community Building” at Level 343.

Belle Beth Cooper posts “The Complete Guide for Finding and Sharing Better Content on Social Media” at The Buffer Blog.

Ryan Hanley shares a video on “3 Secrets to Creating Massive Google Plus Engagement.”

Greg Jarboe posts “YouTube Video Insights for August 2013: But Wait, There’s More!” at ReelSEO.


(For an all-in-one listing and description of social media, content & inbound marketing events, check out Neal Schaffer’s “The 12 Best Social Media Conferences to Attend in 2013” at Social Media Today.)

photo thanks to Ktow

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SEO content marketing roundup, week ending July 31st

In this week's online marketing news, the watchword is optimized.In this week’s latest and greatest online marketing news, the watchword is optimization.

Content marketers discuss optimizing conversions and website content, SEO and search pros talk optimizing for Googlebot, while social media marketers discuss optimizing social media profiles.

Other highlights include video content and infographics, Google’s updated link schemes webmaster guidelines, Facebook marketing, branding strategy, and reputation management.

Enjoy this week’s picks!

Content Marketing

Arnie Kuenn posts “Optimizing Website Content: How to Fix What You’re Doing Wrong” at Content Marketing Institute.

Elisa Gabbert posts “What Makes ‘Great Content’ Great? 8 –Able Words for Greater Content” at WordStream.

Courtney Ramirez discusses “5 things your SEO copywriter needs to create powerful content” at SEO Copywriting.

Gabriella Sannino shares a G+ Level Headed Marketing conversation with industry luminaries with “Use Content Domination and Rule” at her blog.

Maggie Walsh shares “Beyond The Blog Post: Alternative Types of Content” at Vertical Measures.

D Bnonn Tennant discusses “Why Online Marketing is Like Being Attacked by Dogs – and 3 Principles for Sales Victory” at KISSmetrics.

eMarketer reports “Mobile Takes an Increasing Share of Email Opens.”

Seth Godin posts “Q&A: What works for websites today?”

Danny Brown talks of meeting realistic customer expectations with “The Power of Glamour and the Upsell of Dreams.”

Pratik Dholaklya discusses “What Every Conversion Rate Optimization Strategy is Missing” at Unbounce.

“The Master List of Conversion Tools for Merchants” is posted at Website Magazine.

Ellis Mc. Grath posts “Top 9 E-Commerce Usability Guidelines” at Usability Geek.

Blair Symes discusses “The Often Forgotten Ingredient for Measuring Content Marketing” at Jeff Bullas’s blog.

Branderati presents “The Age of Advocacy and Influence: 26 Stats Marketers Should Know” via SlideShare.

Cara Posey interviews Lee Odden about “Paid Content, PR and Content Marketing” at ExpertFile.

Neil Patel discusses “How to Create a Popular Infographic” at Quick Sprout.

Erin Pritchard posts an infographic on “What Makes An Infographic Bad & How To Make It Better” at Vertical Measures.

Ginny Soskey reports “SlideShare Introduces Support for Infographics, a Big Win for Marketers” at HubSpot.

Jay DeDapper posts “Brands Should Encourage User-Generated Video Content to Spread the Word” at ReelSEO.

Ryan Harris posts “Instagram vs. Vine: Cut Through the Hype and Make Short Form Video Work for You” at KISSmetrics.


(John Hall lists a number of great conferences for online marketers, businesses, and entrepreneurs at Forbes).


SEO & Search

Barry Schwartz reports on Google’s updated link schemes document with “Google Warns Against Large-Scale Guest Positing, Advertorials & ‘Optimized Anchor Text’ In Press Releases” at Search Engine Land.

In an update, Schwartz reports receiving some clarification from Google’s John Mueller concerning their updated link schemes webmaster guidelines, with “Google: Links In Press Releases Should Use Nofollow Like Paid Links” at Search Engine Land.

AJ Kohn discusses “Crawl Optimization: You Are What Googlebot Eats” at Blind Five Year Old.

Tim Resnik posts “SEO Finds in Your Server Logs, Part 2: Optimizing for Googlebot” at Moz.

Eric Enge discusses “Long Tail Content For SEO – 2013 & Beyond” at Search Engine Land.

Simon Penson discusses “How the Semantic Web Changes Everything for Search” at Search Engine Watch.

Glen Allsopp posts “Revealed: The New SEO (When Google Takes Freshness Too Far)” at ViperChill.

Bill Slawski posts “How Google May Diversify Search Results by Merging Local and Web Search Results” at SEO by the Sea.

Andrew Lazaunikas discusses “Duck Duck Go’s Impact On The Current SEO Landscape and Its Future Trajectory” at Search Engine Journal.

Heather Lloyd-Martin posts “Is your corporate ego messing up your SEO content?” at SEO Copywriting.

Ian Lurie discusses “How to: Do a content inventory” at Search News Central.

Liz Knight discusses “The Power of Google Rich Snippets for Ecommerce SEO” at HubSpot.

Manish Dudharejia posts “The Ultimate Guide to SEO Testing: Yes, it is Possible” at KISSmetrics.

Brian Massey posts “Statistical Tricks You Need That Prove You Should Read This Column Every Month” at Marketing Land.

Peter DaVanzo posts “Fix Google Panda Penalties: Update Your Marketing With Gamification Strategies & Loyalty Programs” at SEO Book.

Dustin Verburg shares “The 10 Best Link Building Tools of All Time” at Boom Online Marketing.

Sharon Hurley Hall shares “19 Key Insights into Universal Analytics” at The Daily Egg.

Guillaume Bouchard posts “The Ultimate Platform Migration and Redirection Plan for SEO” at Search Engine Watch.

Kathryn Aragon shares resources with “The Ultimate Guide to Author Rank, SEO, and Getting Your Content Read” at her blog.

Nick Stamoulis interviews SEO expert Trond Lyngbo at Brick Marketing.

Amanda DiSilvestro posts “Getting Started With Google Places for Business” at Search Engine Watch.

Ginny Marvin reports “Google Changes How Adwords Quality Score Is Reported” at Search Engine Land.

Ryan Moothart posts “Tell a Story – Making Reports Worth Everyone’s Time” at Portent.


  • TechCrunch Disrupt SF 2013 will be held September 7th thru the 11th (in San Francisco). Early Bird pricing available through August 19th.
  • SES San Francisco is set for September 10th thru the 13th. Early Bird rates available thru August 15th.
  • SMX East 2013 returns to New York City, October 1st thru the 3rd.
  • PubCon Las Vegas 2013 is on for October 22nd thru the 25thEarly bird savings schedule of up to $600 thru September 15th, then $400 thru October 20th!


Social Media Marketing

“LinkedIn Sponsored Updates” headlines Social Media Examiner’s weekly news.

eMarketer reports “Mobile Tops Desktop for Social Sharing.”

Arnie Kuenn shares “4 Ways To Create Successful Social Media Content” at Vertical Measures.

Amy Gesenhues reports “Omnicom & Publicis To Merge, Creating ‘A New Company For A New World’” at Marketing Land.

Gini Dietrich shares “Seven Reasons the Publicis Omnicom Merger is a Big Deal” at Spin Sucks.

Michael Stelzner interviews Mari Smith with “New Facebook Features: What Marketers Need to Know” (podcast) at Social Media Examiner.

Lee Odden also interviews Mari Smith with “Successful Facebook Marketing Examples, Tips & A Secret from Mari Smith” at TopRank.

Mike Bal discusses “The Anatomy of a Perfect Facebook Post” at Quick Sprout.

Andrea Vahl discusses “4 Ways Marketers Can Use Facebook Hashtags” at Social Media Examiner.

Aaron Elliott shares a post and infographic, “Selling on Social Media”, at Social Media Today.

Heidi Cohen posts “Social Media Buyer Persona – 10 Questions to Ask.”

Neal Schaffer posts “Introducing a New Free Facebook Page Analytics Tool: Komfo” at Maximize Social Business.

Sam Kennedy posts “Top 5 Tenets Of An Effective Community Management Policy” at Blue Focus Marketing.

Mark Schaefer discusses “Social media research, customer insight, and the power of the one” at {grow}.

Debbie Hemley shares an A to Z guide with “26 Tips to Enhance Your Social Media Profiles” at Social Media Examiner.

Brad Mauney posts an infographic, “Five Simple Ways to Boost Your Professional Brand On LinkedIn” at the LinkedIn Blog.

Jasmine Sandler discusses “How to Ensure a Positive Online Reputation For Your Executive and Company Brand” at Search Engine Watch.

Doc Sheldon posts “Branding Strategy | Building a Foundation on Trust” at Level 343.

Danny Brown’s latest Sunday Share features “A Fireside Chat with Tumblr’s David Karp.”

Dan Lyons discusses copyright infringement with “Tumblr Shuts Down Popular Blogger: Who’s Next?” at HubSpot.


  • Social Fresh West 2013 will return to San Diego August 22nd and 23rd.
  • The fifth annual (online) Social Media Success Summit begins October 1st and will run through October 23rd. Limited-time discount of $350 until August 2nd, or when the first 500 tickets are sold!
  • Social Brand Forum 2013 will be held in “Iowa’s Creative Corridor” in Coralville, October 24th and 25th.

(For an all-in-one listing and description of social media, content & inbound marketing events, check out Neal Schaffer’s “The 12 Best Social Media Conferences to Attend in 2013” at Social Media Today.)

photo thanks to Debs

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5 things your SEO copywriter needs to create powerful content

For targeted, conversions-driving content, your SEO copywriter needs to know these 5 thingsSending a list of keywords to your SEO copywriter is a good start for your new web project, but it’s not everything he or she needs to turn your pages into gold.

Your writer needs to have a solid understanding of you, your products/services and your audience. Here are five key pieces of information to send their way so you can maximize your investment.

1.   A detailed ideal client profile.

Your web copy pages should be written for your client – not for your industry peers. The pages should be written as if your company is speaking directly to your customers.

Think about it this way: you’d have a much different style of speech planned if you were presenting to the residents of a local senior center instead of fellow business executives.

Your writer needs to know who they are speaking to. They’ll use this information to do some research about who your ideal clients are, how they speak and how they like to be spoken to.

2.   A tone or approach for your brand.

The way your ideal clients communicate isn’t the only thing that your SEO copywriter needs in terms of voice. The tone or approach for your company is essential information for your writer. They need to speak in the voice of your company.

Is your company a trusted advisor who is formal and informative? Is it the best friend who is giddy and excited to share? Is it the gentle coach who is encouraging and helpful?

If you’re not sure, now is the time to decide. Getting down your tone and feel is important for your SEO copywriting project – and for conversions!

3.   A short list of competitors.

Your direct competitors represent the environment in which you’re making your digital pitch. Your SEO copywriter needs to know who you’re up against, and how your competitors are approaching the same topics that you’ll need to cover.

A review of competitor websites can help tweak a headline or perfect a call to action that will make sure that website visitors convert on your site instead of heading back to the search engine results.

4.   The per page call to action.

Speaking of conversions, your SEO copywriting webpage plan needs to outline the call to action per page.

If this is going to be part of the web design, let your writer know. If they need to use a specific phrase or call to action that will be repeated throughout the site, make that clear. Or if you need a new idea for a site-wide call to action, now is the time to establish that.

5.   An hour interview with your top products/services expert.

Handing off the reins via email or project management system is a good start, but your SEO copywriter will greatly benefit from an exploratory call. Having an exploratory call has become standard operating procedure at Endurance Marketing because we get so much from the experience – and that reflects in the copywriting.

Even if you have thousands of pages of research material, getting on the phone with your top sales person or VP of marketing can help your SEO copywriter sharpen his or her focus and determine where to start first.

Make the effort – and the time – to give your SEO copywriter these key pieces. You’ll see better results in engagement, search engine rankings, conversions and general satisfaction. And who doesn’t want that?

About the Author ~ Courtney Ramirez

Courtney Ramirez is the Director of Content Marketing Strategy for Endurance Marketing. She’s an SEO Copywriter and content marketing specialist who creates clickable content for clients in both B2B and B2C markets. As a proud graduate of SuccessWork’s SEO Copywriting Certification training program, she geeks out on algorithm updates and content marketing metrics. She’s always in the mood for a good cat-based meme. You can connect with Courtney on Google PlusLinkedIn or Twitter.

photo thanks to Tomas Sobek

Could your in-house team use training in SEO content writing? Check into my customized in-house SEO copywriting training options today!

SEO content marketing roundup, week ending July 24th

A gentler Panda roll-out and linking schemes highlight this week's online marketing news.In this week’s latest and greatest online marketing news, content marketers discuss the role of SEO, the SEO and search community discuss linking schemes and note a kinder, gentler Panda roll-out, while social media marketers discuss strategy and influence.

Enjoy this week’s picks!

Content Marketing

Lee Odden is featured with “Chicken or the Egg?  Lee Odden on SEO Content Creation” at OpenView Labs.

In the first of a blog series, Heather Lloyd-Martin posts “The SEO content revolution is here. Are you ready?” at SEO Copywriting.

Uri Bar-Joseph posts “Google, Social & Content Marketing: Can We Quantify Quality & Qualify Quantity?” at Search Engine Watch.

Avinash Kaushik posts “See, Think, Do: A Content, Marketing, Measurement Business Framework” at Occam’s Razor.

Neil Patel shares “3 Quick Ways to Improve Your Content Marketing Efforts” at Quick Sprout.

Lyndon Antcliff discusses “Why Linkbait and Content Marketing are Basically the same thing” at Cornwall SEO.

Mark Schaefer posts a video interview, “Extreme content marketing with Julien Smith,” at {grow}.

Danny Brown’s latest Sunday Share features SAP’s Michael Brenner’s “8 Steps to Build Your Content Hub.”

Lee Odden shares “Essential Q and A on SEO & Content Marketing for Small Businesses” at TopRank.

Marketing Charts posts “Local Merchants Overwhelmed by the Array of Available Digital Marketing Channels.”

Citing a new Conductor study, Nathan Safran shares “5 Data Insights into the Headlines Readers Click” at Moz.

Ayaz Nanji posts “The Most (and Least) Effective Keywords in Email Subject Lines” at MarketingProfs.

Joshua Giardino posts “The Behavioral Psychology Behind Bold Creative” at iAcquire.

Video Fruit’s Bryan Harris posts a video, “How Do Colors Affect Purchases?”at KISSmetrics.

Rachel McCombie shares “50 Great Content Ideas + Examples – part 1” at SEOptimise.

Katie L. Fetting shares “7.5 Tips for Becoming a Brainstorming Geniius” at Portent.

Gregory Ciotti posts “Best Practices in Conversion Rate Optimization Debunked” at Unbounce.

Discussing conversions, Heather Lloyd-Martin posts “Is your about us page a real yawner?” at SEO Copywriting.

Thibaut Davoult posts “I Your Industry Boring? Use Instagram to Make Your Company Stand Out” at YouMoz.

Ardi Kolah discusses “Why Marketers Need to Practice Active Listening” at Vocus.

Seth Godin posts “More people are doing marketing badly…”

SEO MOmma shares resources for finding trending content topics with “Content Creation and Curated Content.”

Pawan Deshpande posts “5 Tips Every Content Curator Needs to Write Better Calls-to-Action” at Content Marketing Institute.

Robi Ganguly discusses “Mobile App Marketing, App Retention, and Building Real Customer Relationships” at Moz.

Cezary Tietrzak discusses “iOS 7 Implications for Marketers” at ClickZ.


(John Hall lists a number of great conferences for online marketers, businesses, and entrepreneurs at Forbes).


SEO & Search

Barry Schwartz reports “Google Confirms Panda Update Is Rolling Out: This One Is More ‘Finely Targeted’” at Search Engine Land.

Schwartz also posts “2013: The Year In Google SEO So Far” at Marketing Land.

Daniel Cristo posts “SEO: The Future of Search Results” at Search Engine Journal.

Matt McGee reports “Google Agrees To Settle Lawsuit Over Passing Search Queries To Third Parties” at Search Engine Land.

Richard Baxter posts “We Shouldn’t Care About PageRank” at SEO Gadget.

Citing a recent Matt Cutts’ (Google Webmaster Help) video, Barry Schwartz reports “Google’s Matt Cutts: Linking 20 Domains Together Likely A ‘Cross Linking Scheme’” at Search Engine Land.

Google discusses what it considers to be “Link schemes” at its Webmaster Tools Help page.

Simon Heseltine posts “Google Webmaster Tools: An Overview” at Search Engine Watch.

Ann Smarty is featured with “On SEO & guest blogging: A smart talk with Ann Smarty” at SEO Copywriting.

Jon Ball posts “Link Building Begins with Research and Research is Nothing Without a Human Brain” at Search Engine Journal.

Jason Acidre shares “22 Link Building Tips from @xightph” at KaisertheSage.

Jim Boykin posts “New Free Tool, the Google Backlink Checker Tool for Penguin & Disavow Analysis” at Internet Marketing Ninjas.

Kaila Strong shares “Post Panda & Penguin Recovery Tips for eCommerce Sites” at Vertical Measures.

Tom Schmitz takes us on “A Deep Dive Into Google’s Image Carousel And Knowledge Graph Results” at Search Engine Land.

Hardy Desai discusses “Getting Your Site Ready for The Knowledge Graph” at Search Engine Journal.

Thom Craver posts “Bing Autosuggest Expands to Take on Instant Search, Knowledge Graph In One Fell Swoop” at Search Engine Watch.

David Amerland discusses “How ‘Social’ and ‘Semantic’ Go Hand-In-Hand” at Social Media Today.

Martin MacDonald posts “SEO is not dead, it just got a sibling” at his blog.

John Lincoln discusses “How Voice Search Is Changing SEO” at Search Engine Journal.

Thom Craver posts “Google Analytics Revolutionizes Advanced Segments” at Search Engine Watch.

Gemma Holloway posts “Universal Analytics and Cookies – The Complete Guide” at Koozai.

Kristine Schachinger posts “SEO Cheat Sheet: 15 Common Oversights Found During Site Audits” at Search Engine Watch.

eMarketer posts “Getting the Most ROI Out of SEO.”

Ken Lyons discusses “How to Increase Conversions for Your Best (and Worst) Performing Keywords in 6 Steps” at Search Engine Watch.

Kristina Kledzik posts “The SEO’s Guide to Building a Great Mobile Site” at Moz.

Matthew Young posts “The Good, the Bad, and the Mobile: SEO Tips for Your Mobile Site Right Now” at Bruce Clay, Inc.

Chris Liversidge posts “Use Google’s Image & Mobile Optimisation Guidelines For SEO Advantage” at Search Engine Land.

Rebecca Murtagh discusses “Integrating Owned, Earned & Paid Media For Better SEO” at Search Engine Watch.

Barry Schwartz reports “Google: Authorship Bug Affects ‘Very Few Sites,’ Actively Working On A Fix” at Search Engine Land.

Bill Sebald shares “Google+ SEO Tips For The Local Business Owner” at Greenlane SEO.

Citing recent comScore data, Jessica Lee reports “Bing Grows Search Market Share – at Yahoo’s Expense, Not Google’s” at Search Engine Watch.

Larry Kim posts “Has the AdWords Enhanced Campaign Apocalypse Been Cancelled?” at Search Engine Journal.


  • ReelSEO’s Video Marketing Summit 2013 will be held along with Liveclicker’s Video Commerce Summit 2013 for a two-in-one offering July 25th and 26th in San Francisco.
  • Search Exchange 2013 will be held July 29th thru the 31st in Charlotte, NC.
  • TechCrunch Disrupt SF 2013 will be held September 7th thru the 11th (in San Francisco). Early Bird pricing available through August 19th.
  • SES San Francisco is set for September 10th thru the 13th. Early Bird rates available thru August 15th.
  • SMX East 2013 returns to New York City, October 1st thru the 3rdSave with Super Early Bird rates thru July 27th!
  • PubCon Las Vegas 2013 is on for October 22nd thru the 25thEarly bird savings schedule of up to $800 thru July 31st, then $600 thru September 15th, then $400 thru October 20th!


Social Media Marketing

Amy Gesenhues reports “Social Media Use Growing Among Fortune 500 List With 77% Tweeting & 70% On Facebook” at Marketing Land.

Brian Solis posts “It’s time for social media to grow up” at Venture Beat.

Jason Cormier posts “Social Media Competitive Analysis: A Lesson from the Fashion Industry” at Search Engine Watch.

Annie Cushing discusses “LinkedIn’s Most Glaring Deficiencies And How To Get Around Them” at Annielytics.

Rachel Kavanagh posts “PPC for LinkedIn, What’s the Difference?” at Marketo.

Christian Karasiewicz discusses “17 Ways Marketers Can Leverage Facebook Graph Search” at Social Media Examiner.

Lauren Indvik reports “Facebook Introduces Photo Comments for Pages” at Mashable.

Jennifer Horowitz posts “Banish The Boring: 12 Tips For Fan Pages” at Level 343.

Merry Morud discusses “How to Set Up New Facebook Reports” at Search Engine Watch.

Nicolette Beard posts “Social Media Strategy: Where to Start & Why” at TopRank.

“New Magazine from Social Media Examiner” headlines Social Media Examiner’s weekly news.

Danny Brown discusses “The Future of Social Conversations.”

Jon Morris posts “Influencing Social Awesomizers with Personalized Content” at Moz.

Stacey Miller discusses “Four Social Media Metrics Worth Measuring” at PRWeb.

Greg Jarboe reports “Video Ad Views Surge to Record 20 Billion in June” at Search Engine Watch.

Carla Marshall posts “Track Your Top Videos With New YouTube Analytics Feature” at ReelSEO.


(For an all-in-one listing and description of social media, content & inbound marketing events, check out Neal Schaffer’s “The 12 Best Social Media Conferences to Attend in 2013” at Social Media Today.)

photo thanks to George Lu

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SEO content marketing roundup, week ending July 17th

Business is at the center of this week's online marketing news.In this week’s latest and greatest online marketing news, it’s all business.

Content marketers discuss the practicalities of succeeding in their profession, SEO and search pros address the realities of their rapidly changing industry, while social media marketers focus on the relative effectiveness of different social platforms for businesses.

Other highlights include mobile marketing and content curation, the future of ranking and Google’s latest words on link building, Instagram’s web embeds, and all things Facebook.

Enjoy this week’s picks!

Content Marketing

Michael Martinez posts “Content Marketing Myths That Threaten to Unseat the King” at Reflective Dynamics Blog.

Robert Rose discusses “Why Your Business May Need a New Content Map to Find Success” at Content Marketing Institute.

Joe Pulizzi discusses “10 Marketing Roles for the Next 10 Years” at LinkedIn.

Mitch Joel discusses “How To Become A Thought Leader” at Six Pixels of Separation.

Alex Jacob posts “The startups that will redefine marketing” at iMediaConnection.

Neil Patel shares “7 Simple Ways to Convert Your Visitors Into Customers” at Quick Sprout.

Gini Dietrich discusses “Integrated Marketing Communications for Every Sized Organization” at Spin Sucks.

Gabriella Sannino shares a post and video with “The Real Scoop on Content Curation” at Level 343.

Pam Dyer shares Curata’s Content Marketing Pyramid and a series of infographics with “Content Curation” at Social Media Today.

Based on Dr. Robert Cialdini’s Influence: The Psychology of Persuasion, Ginny Soskey posts “Psychology for Marketers: 9 Revealing Principles of Human Behavior” at HubSpot.

Brafton Editorial posts “Behavioral marketing isn’t invasive – it’s effective.”

Amanda Nelson shares “25 Mind Blowing Email Marketing Stats” at the Salesforce Blog.

Richard Hill posts “3 Reasons Why Responsive Email Matters to Marketers” at Eloqua.

Josh Pigford shares “Creative Inspiration for Your Next Landing Page Design” at Unbounce.

Eric Covino discusses “Scaling Your SEO Business in 2013 and Beyond” at SEO Book.

Heather Lloyd-Martin posts “Should you close your freelance copywriting business?” at SEO Copywriting.

John Paul Mains posts “Stop Redeveloping Your Website” at Marketing Land.

Chris Boggs discusses “Google as a Sentiment Analysis Tool for Public Relations Professionals” at Internet Marketing Ninjas.

Zach Bulygo shares “A Marketer’s Mobile Toolkit: Our 10 Favorite iOS Apps” at KISSmetrics.

eMarketer posts “Mobile Messaging Tactics Must Keep Channel and Audience in Mind.”

Discussing YouTube advertising and brand marketing, Benjamin Spiegel posts “The Shift From Commercials to Content” at ClickZ.

Michael Sebastian posts “Publishers Try a Different Kind of Pay Wall, Unlocked by Watching Web Video” at Ad Age.

Lee Odden posts “What Content Marketers Really Need to Know About SEO – A Twitter Chat With @JoePulizzi #CMWorld” at TopRank.

In an eloquent rant, Will Scott posts “Native Advertising, WTH?” at Marketing Land.


(John Hall lists a number of great conferences for online marketers, businesses, and entrepreneurs at Forbes).


SEO & Search

Eric Enge shares his in-depth interview with Matt Cutts with “Linking Building Is Not Illegal (or Inherently Bad) with Matt Cutts” at the Stone Temple blog.

Citing recent statements from Google (including those from Matt Cutts in his interview with Eric Enge, above) David Harry posts “Google on Guest Blogging; be afraid, be very afraid” at Search News Central.

Barry Schwartz posts “SEOs Say Links Rule Now, Content & Authorship Will Rule Later, In Moz 2013 Ranking Survey” at Search Engine Land.

Citing data compiled by Conductor, Nathan Safran posts “SEO & Content: The Time is Now for Collaboration!” at Search Engine Watch.

Rand Fishkin’s latest Whiteboard Friday presentation is on “Why You Might Be Losing Rankings to Pages with Fewer Links, Worse Targeting, and Poor Content” at Moz.

Peter (Dr. Pete) Meyers shares “Beyond 10 Blue Links: The Future of Ranking” at SlideShare.

Jessica Lee posts “Organic vs. Paid Listings: Do Users Know the Difference?” at Search Engine Watch.

Heather Lloyd-Martin posts “Wake up! It’s time to take control of your SEO content” at SEO Copywriting.

Bill Slawski discusses “How Google May Classify Pages Using Hierarchical Categories in URLs” at SEO by the Sea.

Citing a recent Matt Cutts’ Google Webmaster video and Google’s Knowledge Graph, Chris Crum posts “As Google Moves Away From Keywords, Can You Optimize For Gist?” at WebProNews.

Annie Cushing shares her MozCon presentation, “Breaking Up With Your Keyword Data,” at Annielytics.

David Harry shares “SEO Quick Wins: Google Query Data” at Search Engine Watch.

Beth Morgan posts “How to do Keyword Research the Smart Way: Targeting Interest and Intent” at KISSmetrics.

Michael Wiegand discusses harnessing paid data in Google Analytics with “Another, Better Way to Tackle (not provided)” at Portent.

Reporting on a new Google Analytics feature, Justin Cutroni posts “Google Analytics Segmentation: Updated for Better Analysis” at his blog.

Micah Fisher-Krishner discusses “Why Chasing the Algorithm Matters More Than Ever” at The Data Marketeer.

Mark Jackson posts “In SEO, It’s Not What You Do, It’s How You Do It” at Search Engine Watch.

Matt McGee reports on comScore data indicating “Desktop Search Activity Up 12% YOY in June, 4th Straight Month of Double-Digit Gains” at Search Engine Land.

Ann Smarty posts “Google Authorship for Guest Blogging (Author and Publisher FAQ)” at My Blog Guest.

Kevin Gibbons shares a BlueGlass analysis of “What Percentage of Brands Actually Use Google+ Authorship?” at Search Engine Watch.

Eric Enge, Dana Lookadoo and other guest authors are featured with “SEO experts weigh in: Authorship, social SEO, link building & Schema” at SEO Copywriting.

Bryan Eisenberg discusses distraction with “Google’s Search Magic Revealed.”

James Lee posts “The Most Dangerous Thing About Penguin 2.0 is Talking About Penguin 2.0” at Page One Power.

Bryan Goldberg posts “Search traffic vs. social traffic – It’s not equal” at PandoDaily.

Dr. Pete Myers posts “How Does Google Count Local Results?” at Moz.

Chris Silver Smith posts “Use Twitter Cards for Branding & Local SEO” at Search Engine Land.

Marketing Sherpa’s weekly research chart looks at “Which local SEO tactics are organizations using?”

Wilfred Hirst posts “SEO in the fast lane – Audit your site speed” at Brafton.

Adam Morgan posts “Understanding The Reconsideration Request via Matt Cutts” at Search Engine Journal.

Amanda DiSilvestro posts “Deep Link Management Updates for Bing: What This Means for Your SEO” at Social Media Today.

Lauren Indvik posts “Marissa Mayer Is Turning Yahoo Around” at Mashable (Op-Ed).

Frederick Vallaeys posts “Quality Score Explained By A Former Googler” at Search Engine Land.

Larry Kim posts “How to Reduce Your Cost Per Conversion by 16-80% (Sorry, Haters, Quality Score Still Matters)” at WordStream.

Ginny Marvin posts “Google Study: Mobile PPC Ads Also Do Not Cannibalize Organic Traffic” at Search Engine Land.


  • ReelSEO’s Video Marketing Summit 2013 will be held along with Liveclicker’s Video Commerce Summit 2013 for a two-in-one offering July 25th and 26th in San Francisco.
  • Search Exchange 2013 will be held July 29th thru the 31st in Charlotte, NC.
  • TechCrunch Disrupt SF 2013 will be held September 7th thru the 11th (in San Francisco). Early Bird pricing available through August 19th.
  • SES San Francisco is set for September 10th thru the 13th. Early Bird rates available thru August 15th.
  • SMX East 2013 returns to New York City, October 1st thru the 3rdSave with Super Early Bird rates thru July 27th!
  • PubCon Las Vegas 2013 is on for October 22nd thru the 25thEarly bird savings schedule of up to $800 thru July 31st, then $600 thru September 15th, then $400 thru October 20th!


Social Media Marketing

“Instagram Web Embeds” headlines Social Media Examiner’s weekly news.

Nathan Ingraham posts “Instagram enables photo and video embedding to spread its content across the web” at The Verge.

Citing a new study from Semiocast, Josh Horwitz posts “Pinterest now has 70 million users and is steadily gaining momentum outside the US” at The Next Web.

Fliptop posts “What’s the Score? A Guide to Social Media Influence Scoring” (also available as a PDF).

Belle Beth Cooper shares “10 Surprising social media statistics that might make you rethink your social strategy” at The Buffer Blog.

Keith Messick shares “4 Steps to Explosive Real-Time Marketing” at Mashable.

Heidi Cohen posts “Social Media Marketing Fortune 500 Style.”

Ryan Hanley’s latest Content Warfare Podcast features Social Media Examiner’s Michael Stelzner, on “Truly Authentic Community Building.”

Brian Solis posts “YOU are at the center of The Conversation Prism.”

Christopher Mills posts “Google+ will get you more business than Facebook or Twitter: here’s how” at memeburn.

Jon Thomas posts “In Second Screen Engagement, Twitter Leads” at Social Media Today.

Jason Keath posts “New Twitter Analytics, 10 Quick Metrics You Can Use Today” at Social Fresh.

Brafton Editorial reports “B2Bs should Tweet before noon, B2Cs in the evening.”

Greg Finn posts “Check Your Tags & Social Markup With KnowEm’s (Free) New ‘Social Media Optimizer’ Tool” at Marketing Land.

Jim Belosic shares “6 Ways to Use Facebook Apps for Business” at Social Media Examiner.

Amy Gesenhues reports “Facebook Insights Gets A Refresh: New Interface, Rate Comparisons, Filter Options & More Stats To Track” at Marketing Land.

Anita Campbell posts “Best Small Business Use of Facebook Graph Search: Local Businesses” at Small Biz Trends.

Lee Odden posts “Mari Smith shares her secret Facebook marketing tips” at Tech Page One.

Jon Loomer discusses “How to Target Only Your Customers With Facebook” at Social Media Examiner.

Mark Schaefer shares “3 fundamentals of a successful social selling strategy” at {grow}.

Jennifer Horowitz discusses online sales with “What You Need To Know About Building Trust” at Level 343.

Jeff Bullas posts “7 Marketing Trends You Should Not Ignore” at his blog.

Ryan Hanley shares a post and video, “The Beginner Guide to Google Plus Analytics.”

Ravdeep Sawhney posts “Guide to Google Plus Local” at SweetiQ.

Chris Crum reports “Google Makes New YouTube Channel Creation Easier For Those With Multiple Channels” at WebProNews.

Greg Jarboe discusses “How to Create Unique, Compelling, Entertaining or Informative Content” at ReelSEO.

Ryan Lawler discusses “The Art And Science Of YouTube Networks” at TechCrunch.


(For an all-in-one listing and description of social media, content & inbound marketing events, check out Neal Schaffer’s “The 12 Best Social Media Conferences to Attend in 2013” at Social Media Today.)

photo thanks to Windell Oskay

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