How to write for Google’s over-optimization penalty

Greetings and welcome back! Today, Heather addresses a collective, anxious concern about writing SEO copy given Google’s latest Panda slap, the “over-optimization” penalty:  Help! Is my Web content over-optimized?

While it is true that Google has made a lot of changes and is cracking down on content, the upshot is: don’t freak out! It will be okay, if you follow the three basic guidelines laid out for you in today’s SEO copywriting video post.

It’s unfortunate that this latest Panda update has DIY Web writers afraid of the “Big G,” and wary of optimizing their Web content. Either you’re worried about what you may be doing wrong now, or that Google will tweak yet something else and what’s okay today may not be tomorrow, then your current ranking will plummet, etc., ad nauseum. So you freeze and do nothing, which is not helping your conversions.

In an effort to calm your fears and help you relax, Heather brings some perspective to Google’s over-optimization penalty. Tune in as she discusses the three “over-optimization” questions to ask yourself if you’re concerned that you may have crossed the line…

Over-Optimization Question #1:  Have I used “too many” keyphrases?

There are three things to look at when considering this question:

  1. How does the copy sound when you read it out loud?
  2. Did you try to match a (mythical) keyphrase density?
  3. Did you write 1,000 words of content “for Google”?

First, how does the copy sound when you read it out loud

As Heather has discussed in previous posts, one of the easiest ways to figure out if you’ve used too many keyphrases in your Web content it to simply print off the page and read it aloud.

If you hear yourself tripping over a keyphrase every third word or so, then yeah – you’ve probably pushed that optimization envelope a little bit too far. Time to scale back your keyphrase use until it sounds easy and natural to the ear.

Second, did you try to match a (mythical) keyphrase density?

Again, as Heather has pointed out before (as well as Google’s spam-master, Matt Cutts) there is no such thing as “the (perfect or magical) keyphrase density for Google.” Period.

If you’ve been trying for such a mythical goal, then you most likely have pushed the optimization envelope too far with overuse of keyphrases in your Web content. Repeat the exercise, above.

Third, did you write 1,000 words of content “for Google”?

If you have a super-long Web page where you wrote on for 1,000 words – and you really didn’t need that many – be honest with yourself: did you extend your copy beyond its usefulness thinking that’s what Google wants in terms of word count or page length? Think again.

The simple solution? Dial it back.

Slicing the word count and tightening your message will not only serve your conversions better, but it will also save you from the Google Panda slap. Get in there and try to figure out if the copy you wrote is targeted to your readers: is it what they would want to know? Or have you added some keyphrase-laden fluff that detracts from the user experience?

Over-Optimization Question #2:  Is my bolding and linking out of control?

This occurs a lot on small business sites, where the DIY site owner thinks: “Okay, so if I bold all of my keyphrases and link to everything I can possibly think of, that will help me with Google.”

And it really doesn’t.

Here are three things to keep in mind when using bold font and links:

  1. Hyperlinking to related pages = good.
  2. Bolding headlines/subheadlines = good.
  3. Linking or bolding every third word = bad.

If your linking or bolding is really overdone – and your reader is confronted with links all over the place and all this copy bolded that really doesn’t need to be – it’s not helping her or your Google ranking.

  • Ask yourself: What makes sense to your reader?

Forget about Google for a minute…strictly from the reader perspective, is copy riddled with bold font and links inserted in every other sentence really going to help her convert?

No. Just like the previous example of having too many keyphrases stuffed in your Web content, you want to focus on what makes for a good reader experience.

  • If you keep your reader’s needs in mind, then the way you bold copy in your text and the way you hyperlink to other pages will be much more natural.

Over-Optimization Question #3:  Are my Titles written for readers? Or Google?

As we know, page Titles are those clickable links on the search engine results page. It follows that your page Title should be written like a compelling headline.

  1. Remember that the search engine results page is your first opportunity for conversion.
  2. Shoving every keyphrase you can think of in the Title tag won’t help you.

A solid, optimized page Title should have keyphrases, of course. But it should not read like a string of keyphrases separated by commas.

Outside of the fact that a page Title of “keyphrase, keyphrase, keyphrase” (or “keyphrase|keyphrase|keyphrase”) is pretty spammy, it is not going to help you with that first, crucial conversion. If someone encounters that listing on the search engine results page, chances are they’re going to click on another Title.

As with the previous two questions to consider when judging if you’ve over-optimized your Web content, if you focus your efforts on the reader – in this instance by asking yourself “what will make the reader click on my listing over the nine others?” – then you will be on the right track with both your readers and Google.

Thanks for joining us for this week’s SEO copywriting video how-to! Do you have an SEO copywriting question or topic suggestion for Heather? Love it! Send it on over to her [at] [email protected] or tweet her [at] @heatherlloyd. See you next Monday!

 

Perk alert! Sign up for either the daily or weekly SEO Copywriting Buzz newsletter and receive a free download of Heather Lloyd-Martin’s white paper, How to write for Google!

And psssst – a head’s up! If you’ve been thinking about becoming certified in SEO Copywriting best practices, you have until May 15th to register for Heather Lloyd-Martin’s SEO Copywriting Certification training at its original price! Sign up now and save $170!

 

photo thanks to me’nthedogs (Mark Robinson)

Matt McGee on SEO & Small Business Search Marketing

Today, Matt McGee honors us with an interview on how he came to be the Executive News Editor of Search Engine Land and its sister site, Marketing Land, as well as his motivation for starting his own blog, Small Business Search Engine Marketing.

Matt also shares what small business site owners should focus on now, and what Google’s Panda and Penguin updates mean for them in the current search engine marketing environment.

Enjoy these insights from one of the industry’s most respected and authoritative individuals!

You’re well known as the Executive News Editor for Search Engine Land and its sister site, Marketing Land. Would you share a bit about how you came to be so?

Basically, no one else wanted the job, and I was feeling sorry for Danny (Sullivan) and the crew, so….

No, just kidding!

I was one of the columnists for the “Small Is Beautiful” column on Search Engine Land while I was simultaneously working for a big local marketing company called Marchex.

At around the same time that Marchex decided it didn’t want to do SEO anymore, Third Door Media – the company that owns Search Engine Land and Marketing Land – was also looking to add more writers. Since I was already writing regularly, and since they knew that I spent the first seven years or so of my post-college life in the journalism business, it was a natural fit.

I think my first title was Assignment Editor, and as we added more people and expanded into two editorial sites, I took on some new, additional responsibilities and got the fancy Executive News Editor title.

I love what I’m doing, couldn’t be happier, and get to work every day with some of the smartest and most fun people in the industry.

You also own the blog “Small Business Search Engine Marketing”: what was your motivation in starting up your own small business search marketing blog?

That blog started in 2006, when I was still doing web design and SEO for a small company here in my hometown.

It was becoming pretty obvious that blogging was the key to growth and advancement in the SEO industry, and I got a really amazing pep talk from Todd Malicoat that finally convinced me to start my own blog.

I chose the small business angle because there wasn’t much being written on SEO blogs and websites geared toward the low-budget audience. There was Search Engine Guide and maybe a couple others that I knew about. But everything else seemed like it was geared toward big clients (and trying to land big clients).

So, my motivation was not only to help small business owners, but also to help advance in the industry.

If there were one message you would convey to the small business owner online, what would that be?

Be patient. Think long-term.

Most of the snake-oil and low-budget stuff that scammy SEO companies peddle to small business owners are based on false promises of quick fixes and rapid improvements.

There’s no overnight success when it comes to SEO and online marketing; building trust and building a successful online presence takes time.

What are the important search industry developments that the small business owner should be aware of now?

I think it’s the same idea.

SEO in 2012 and going forward is more about quality than it’s ever been. Google has really gone hard after low-quality content and low-level link building with the Panda and Penguin updates.

The quick and easy stuff isn’t going to work. Focus on quality and do stuff that will last for the long haul.

Small business owners need to build their own brand. They need to become a company that people care about and talk about – a company that Google needs in its search results.

There are all kinds of content on the web and all kinds of noise on social networks. Quick-and-easy isn’t gonna help you cut through that.

Quality and hard work, along with patience and persistence, give you a shot.

What would you recommend as the most valuable online resources for the small business owner (besides your Small Business Search Engine Marketing site, of course!)?

You’re too kind – thanks!

For small businesses that target local customers, Mike Blumenthal’s blog is a must-read, and once a year David Mihm publishes the Local Search Ranking Factors, a vital read!

There are also a few great daily newsletters I’d suggest for the way they cover a variety of online marketing, from SEO to analytics to email marketing and social media: The Search Cap from Search Engine Land and Marketing Day from Marketing Land.

And then once a month on my own blog, I publish a roundup of the best online marketing articles that I’ve found during the month. It usually posts on the last day of each month.

I’m involved in all of these recaps, so apologies for the self-promotion, but I do think they’re all very valuable resources for small business owners!

Thanks so much for sharing your insights with us!

You’re so welcome, Laura! Thanks to you and Heather for the opportunity to be featured on the SEO Copywriting blog!

 

More about Matt McGee

Besides being Executive Editor of Search Engine Land and Marketing Land, Matt McGee has a passion for helping businesses of all sizes succeed online since the late 1990s, with a specialty in SEO, local search marketing, and blogging/social media. (In other words, if you need help with your PPC campaigns, he’s not your guy.) You can find Matt on Twitter via @mattmcgee and on LinkedIn.

 

The 4 C’s of a smokin’ hot YouTube marketing strategy

A powerful YouTube marketing strategy is distilled into four elementsWith over 100 hours of video uploaded every minute and over one BILLION people across the world accessing the site every month, YouTube is no longer just a destination for one hit, viral videos.

In fact, with Channel partners such as the Warner Music Group and Machinima, its video content rivals that of popular streaming services Netflix and Hulu.

It’s no wonder that an astounding 87% of online marketers use YouTube video content in their marketing mix. In addition, YouTube is the number 2 search engine on the planet, making it a fantastic platform to grow your audience.

In this post, I’ll walk you through the four C’s you need in your online video strategy to successfully drive traffic and sales from YouTube:

– Captivation

– Consistency

– Conversion

– Community

Captivation

Simply put, you need to hook your viewer from the start and continue to engage them throughout the video. This is especially important since YouTube has changed its algorithm to give more weight to average watch time than number of view counts.

Also, videos that retain viewers throughout the entire video rank higher in YouTube search and are more visible in YouTube’s related videos algorithm (suggested videos at the end of each video and related videos on the right sidebar).

But how do you go about captivating your audience? Here are 3 easy steps that you can implement today:

1. Compelling Content Comes First

Many viewers decide whether they are going to keep watching your video within the first few seconds. Attention spans are short, and viewers are just one click away from abandoning your video.

Having an animated intro is a great way to instantly captivate your audience. You can find some great templates over at VideoHive or get a custom one at SmartShoot.

It’s even more important to have an animated intro if your video only uses one camera angle (such as a webcam) or is a talking head video.

If you are creating a “how-to” video, consider showing the final outcome first then show the instructional steps. Hooking the viewer from the onset will keep them engaged through your video.

2. Vary the Camera Angle

There’s no hard and fast rule to how long you can stay on one angle, but I would recommend that you keep it at about 30 seconds and no longer than 1 minute.

Think about a trailer to your favorite movie. There are multiple cuts to different scenes and no scene receives longer than 15 seconds of airtime.

If you’re doing a talking head video, consider varying the angles or background for the different sections of your topic.

3. Add Transitions, Overlays, and Graphics

Caution: adding a transition does NOT mean inserting a “page over” effect on your video.

Transitions can be as simple as a single frame that introduces a new section or topic of a video.

An excellent example of adding a simple transition to break up different sections can be found in this video by CopyHackers’ Joanna Wiebe.

Remember, it does NOT need to be complicated.

Consistency

“Consistent audience requires consistent content!” – Freddie W., Top YouTuber.

We all understand the importance of consistency when it comes to growing a blog.

And although creating a video can be more time consuming, the same principle of creating consistent content should be applied to marketing on YouTube.

By creating regular content on YouTube, you will keep your channel feed active, increase your reach, and build more subscribers. While there’s no hard and fast rule for how often you should produce content, YouTube suggests a minimum of one video per week.

However, the right amount of content depends on your audience and your goals.

A quick and easy way to create more frequent content is to do a Google+ Hangout interview with an expert in your industry. You can then use this material for your YouTube channel and blog.

Here’s an example of a video SmartShoot created from a Google+ Hangout expert interview, outlining the process that goes into creating an animated explainer video.

Conversion

While conversions are always top of mind on your website, they somehow become an afterthought on YouTube.

Remember, online video is an interactive experience and prompting your viewers to take action will help you build engagement and a larger audience.

Depending on your message, you can use the middle or end of the video to prompt your viewers to take action.

Here’s a sampling of a few actions that you can use on your videos:

  • Subscribe: Give viewers a reason to subscribe by highlighting how often you’ll produce new videos. If you’re a host or personality, you could also end your videos asking for viewers to subscribe.
  • Like / Add to Favorites / Share: Simply asking your viewers to Like, Favorite, and Share within your video can yield some amazing results. The more you can get from your viewers the more likely the video appears in more places across YouTube.
  • Comments: Encourage your audience to participate by asking a specific question or a topic that they’d like you to cover in an upcoming video.
  • Video Graphics: Create a video “end slate” that appears at the end of the video to direct viewers to your website. Give them a lead magnet to increase email subscribers.
  • Link to your website: Within the first 2 lines of the YouTube description, make sure that you include a link back to your website. Be sure to include the “http://”, otherwise YouTube will not make the link clickable.

Here’s a great example from the Nerdist channel using Conan O’Brien to ask viewers to subscribe to their channel:

Nerdist Conan

 

 

 

 

 

 

 

 

 

 

 

Community

While YouTube is a massive online video platform, don’t forget that it’s also one of the biggest social networks.

People are drawn to online video because unlike regular broadcast television, they can interact with their favorite channels and YouTubers. From video responses to parodies to musical covers, YouTube is an engaged community of viewers and creators.

So, listen to your audience and speak to them in a way that grows your following and empowers them to become your biggest ambassadors.

3 Easy Ways to Build Your Community on YouTube:

1. Ask the Viewers

Ask viewers for their opinions, ideas, or feedback on videos by leaving a comment. Ask them if they have any specific questions that they’d like you to cover.

Rather than asking general questions, ask specific questions. This will lead to more responses and a more engaged community.

For example, rather than saying “what would you like me to cover in my next video?” instead say “would you like me to cover a) Facebook marketing; b) Twitter marketing; or c) YouTube marketing?”

2. Feature the Community

Once you have feedback from your viewers, feature them and their content in your video. The goal is to make your community feel as if this is their channel by highlighting their comments and/or user-submitted content.

Consider doing a Google Hangout Q&A with a few of your most loyal fans. Seeing other viewers within your videos will not only build a loyal following, but also encourage passive viewers to become more active on your channel.

3. Reward Your Super Fans

Beyond the typical mention in your videos, look for ways to reward your super fans (both on and off YouTube).

Simple things such as a discount code, free month to your service or even a t-shirt can go a long ways to building an engaged and loyal following on YouTube.

Concluding Thoughts

While online video in general is still a confusing medium to most businesses, it does provide a fantastic platform for businesses looking to grow their audience beyond their blog.

Remember, Blendtec, a company that some may say sells a boring product (blenders), has over half a million subscribers on YouTube and is proof that when done correctly, YouTube is a powerful social network to attract new customers!

About the Author ~  Steve P. Young

Steve P. Young is the Director of Product Marketing for SmartShoot where marketers go to get stunning photos and video from the best local photographers and filmmakers. Connect with Steve on Twitter or LinkedIn.

image thanks to Maurits Knook (mauritsonline)

Learn the latest SEO copywriting and content marketing strategies with SuccessWorks’ SEO Copywriting training!

 

 

 

Why you can’t fly solo as a freelance copywriter

Even superman can't run a freelance copywriting business aloneAre you a freelance copywriter? Do you consider yourself a solepreneur? Are you the only one working on your projects?

Knock it off!

You’re not Superman (or Superwoman).

Yes, you may be the only official employee in your business, but that doesn’t mean that you need to go at it alone. In fact, you shouldn’t try to be a one-woman (or man) show.

You don’t know everything

Sometimes it is hard to admit, but you don’t know everything. There are many legal aspects to owning your own business and, unless you have a business degree, you should consult with an attorney or other legal expert when dealing with the business side of freelance copywriting.

Also, you will need to have a contract for each copywriting gig – yes, even the “quickie” jobs. A copywriting contract protects you and your client, and is a must.

When it comes to tasks like accounting or administrative work, you most likely have the necessary skills to complete these tasks, but are they worth your time? You may find that you save money by paying someone else. Use your time for projects that allow you to charge your higher hourly rate.

Mistakes happen

When it comes to writing, you may be an expert, but you are fallible. Sometimes you are too close to your writing to see errors. Typos and creative spelling could slip by your spell check, but will catch the attention of your client or your readers.

How can you fix that? Find someone you trust to edit (or at least read through) your content before you send it to a client or post it to your website. It could save you headaches … and your reputation.

Who is keeping you motivated?

When you work for yourself, you might lose your focus or motivation – especially when you have to write for yourself. Keep yourself going strong with the help of an accountabilabuddy.

You can also find support and feedback from your colleagues. Be sure to network and to join in the conversations on virtual groups – like the SEO Copywriting LinkedIn group.

Your job this week is to examine your business and see where you can enlist help.

Do you go at it alone or do you get help? Share what works for your business.

Photo by J F Willis (Flickr: Up Up and away) via Wikimedia Commons

Speaking of not flying solo, let Heather help you with your B2B or B2C content strategy. She has a few client spots open, so check out her direct response SEO copywriting services today!

SEO Copywriting Checklist: Why your site needs a newsletter. Right now.

Newsletters have several SEO benefits for site ownersGreetings! Welcome to another installment in the SEO Copywriting Checklist video series.

In today’s video, Heather addresses a content must that a lot of small business owners – and even medium- to large-sized businesses – completely forget about, and that is having an email newsletter.

This discussion came up when Heather was doing the SEO Copywriting Certification training in Phoenix last week. She was talking about how newsletters can be really good for business, and people came back with: “Why do I need to worry about a newsletter? I already have a blog. Why would I have a newsletter on top of a blog?”

Tune in to hear Heather’s response: Here’s why your site needs a newsletter. Right now…

Think A RSS Feed Is All You Need? Think Again.

The folks at the SEO Copywriting workshop had a really good question about why the need for an email newsletter as well as their blog, because a lot of site owners think “Oh, I have a blog, and people can subscribe to it through my RSS feed, so I’m good. I don’t need to worry about taking that extra step.”

But the thing is…

– Many people don’t know what RSS is or how it works.

– Weekly (or monthly) newsletters provide quite a few benefits – and are definitely worth the time and effort.

Email Newsletters Have Some Great Advantages

Some of the benefits of email newsletters are…

– They can drive traffic to your site and increase social shares.

So for example, the SEO Copywriting newsletter that I run comes out every Tuesday. Even if I couldn’t tell the day of the week in analytics, I could certainly see that spike in web traffic and know it must be a Tuesday, because of the surge in social shares and site visitors.

And what I do to encourage that with my newsletter is to include a little preview of what the blog post is about, and then a link that takes readers directly to that post on the site.

So the article isn’t printed in the newsletter, just a little snippet with a link that sends readers back to the site.

– They provide you an opportunity to “connect” with your readers. 

Newsletters are a fantastic way to keep in touch with your readers. One of the things I enjoy doing with my newsletter is to write a brief introduction that maybe talks about the theme of the newsletter, or just about what’s been going on.

Especially if you are the brand, this is a great way you can connect with your readers as well!

– They are a great way to build a loyal following.

Newsletters also can help build an incredibly loyal following. You’ll have this core group of people who are really excited to read your newsletter every week. And they’ll even email you if they didn’t receive it, and say “I didn’t get your newsletter – can you send it to me? I really look forward to reading it!”

And that’s always fun!

– Newsletters help you sell more stuff.

Finally, newsletters provide an ideal channel for selling more stuff!

If you’re writing blog posts on a daily basis, chances are those posts are not promoting your products and services – because you’re writing strong, quality, informational content.

But say you’re having a sale, or there’s something special going on that you want folks to know about? Within the body of the newsletter, you can always include a little call-to-action block letting readers know about your sale or special event.

You can even set it up so that your newsletter subscribers are the first to know about sales or other special events. That way you can have that V.I.P. “velvet rope” appeal to readers, granting them access to exclusive benefits just by signing up!

So if you don’t have a newsletter, I encourage you to get one going. Or if you do have a newsletter but you haven’t done much with it in awhile, you might want to think about kicking it back into shape – and figure out what you need to do in order to build a bigger subscriber list and get more folks visiting your site.

Because I guarantee, once things start rockin’ and rollin’, you’re going to see some huge benefits!

Thanks for joining me! As always, if you have any questions or comments please let me know – you can leave them here in the comments below, or find me on Twitter @heatherlloyd, or email me directly at [email protected].

photo thanks to FontShop

Are your conversions sluggish? Are your content efforts falling flat? I can help. Check into my low-cost SEO Content Review service today!

On SEO, social media & small business…

…An interview with SugarSpun Marketing‘s Jennifer Evans Cario 

Today we feature our interview with Jennifer Evans Cario, founder of SugarSpun Marketing and among “The Women Who Rock SEO – the second wave.” Jennifer talks about her career in internet marketing and SEO, her passion for helping smaller businesses with cost-effective social media marketing strategies, and her upcoming book, Pinterest: An Hour a Day.

 

As one of the most notable women who rock SEO, you’ve been in and around the industry for about what, 11 years now? Would you share a bit about how you got started in SEO?

Eleven years sounds about right, though I’ve been in online marketing since ’96. I worked my way through college developing web sites and then quickly moved into working as a site manager for a few start-ups.

In 2001, I found myself working for a mid-size chemical company, handling their web site and online marketing. That’s when I stumbled across JimWorld’s Search Engine Forums and started soaking up everything I could about SEO.

When it became apparent that my bosses not only “didn’t get it,” but also didn’t want to get it, I turned in my resignation. A stint as the Web Search Guide at About.com and some private consulting followed, and by 2003, I was running Search Engine Guide, working on my own projects, and speaking at most of the major search related conferences.

 

You changed course at some part in your career to focus on small business social media marketing. When and why the change in direction?

While SEO fascinated me on many levels, it lacked the creative strategy and the connections with people that have always driven me. When the marketing community started looking at blogging as a marketing channel, I made the shift to that side of the business and haven’t really looked back since.

Because Search Engine Guide focused on the small business audience, and because most of the speakers at industry shows were always interested in focusing on big business, I sort of naturally fell into the role of trying to share budget and time friendly techniques for leveraging social media channels. As a consultant, I’ve always worked with companies of all sizes, but as a speaker and writer, it was really important to me to make sure that the small business audience was addressed.

My grandfather was a small business owner and I always admired him for the work he put in to building his business and for the way he treated his customers.  Maybe it’s my way of honoring his memory, or maybe it’s just my love of the Internet’s ability to open the doors to anyone with a great idea and determination…either way, I LOVE making sure the small business audience is getting taken care of.

 

There has been, and continues to be, a lot of discussion about the merger of search/SEO and social: what’s your take on this?

I think it was something we all saw coming from the first time we noticed a forum post or a blog post show up in a search query. For as long as I’ve been teaching online marketing, I’ve always told people about what I call “The Pinocchio Effect.” You see search engines, like the famous character, want nothing more than to be a “real boy.”

If you look at every algorithmic change we’ve seen get introduced by search engines over the years, pretty much all of them have been designed to replicate human judgment. The goal is to allow a computer (which can “think” way faster than we can) to value a piece of web content like a human being can. So whether you’re looking at keywords, domain age, the social graph or the number of retweets, it’s all designed to determine how valuable a piece of content is in the eyes of a human being.

The massive development of the web into a place defined by social connections makes for an absolute perfect intersect with search. The great news for me…someone who left SEO because I disliked the technical nature of It…is that the work I do on the social media front helps businesses to position themselves to benefit from any future algorithmic shifts that rely on the various types of social graph data to influence placement.

 

The social media marketing platform has ballooned and keeps growing with new venues such as Instagram, Google+ and Pinterest: where do you see the best social media marketing opportunities for the small business owner?

The best new social media marketing opportunities are wherever your customers are. That’s really what it boils down to.

I can’t think of a single social media channel outside of blogging that holds clear-cut value for every single company. A high end B2B engineering consultancy isn’t going to pull much value from Facebook. Likewise, an organic menu planning service for stay-at-home moms probably won’t be too successful trying to leverage LinkedIn.

I feel it’s the responsibility of every company (and strategist) to look closely at the business goals of the company, spend time researching the target audience and where they are online, and then craft an outreach plan accordingly. Let your goals and tactics define your venue instead of trying to find a way to make it work on the latest buzz site.

That said, services like Pinterest, Instagram and Tumblr have all made enough noise and progress over the course of 2012 to warrant serious consideration as a potential venue. I still think Google+ is close to worthless as a social media channel, but its impact on SEO makes it a venue that most companies still have to give consideration to.

 

We’ve seen less of you at conferences lately and a lot more of you online. What have you been up to on the training front this year?

As with most of the industry that has been in the game since the early days, I was getting burnt out with all the time on the road. In 2009 and 2010, I was a single mom with two pre-schoolers who was on the road no less than 85 days a year. That’s a rough schedule to keep when you have kids so young.

When my good friends Michael Stebbins and John Marshall asked me to come on board as faculty at MarketMotive.com, I was blessed to be able to continue doing what I loved without having to spend so much time away from my family. Rutgers University followed suit and brought me on board to teach their web based social media courses early last year as well.

After two years of constantly being on the go, I took a nice break in 2011. I think I spent a total of six days on the road for work. I also moved to a new state and got married that year, which never hurts in terms of motivating you to keep your feet planted a bit more firmly in one place.

Now that life has settled in again, I’ve been hitting the road a bit more frequently. I’ll make the rounds to four or five shows a year now…but for the most part, I like keeping my training gigs online.

 

You’ve got a new book coming out soon, can you tell us about it?

Absolutely! I’ve been wanting to write a book for several years now, but the challenge in social media was finding something new to say.

I had no desire to write yet another book that mimicked what everyone else was already writing.  Add in all that time on the road and taking care of my family while running my company and I couldn’t even fathom how I would have fit it all in.

Then last year rolled around, and I found myself married to an amazingly wonderful and supportive man, and a friend introduced me to Pinterest. This was months and months before the marketing community started obsessing over it and I found myself wondering if this might be one of the next big wins in the social media realm.

Through a combination of great timing and circumstances, I had the chance to pitch the idea to Wiley right as the firestorm was starting to brew in the media. With my husband’s support to pitch in to help with the kids and some of my workload to free up time for me to write, we got a plan in place. I started writing Pinterest Marketing: An Hour a Day last April. I’m wrapping up the last chapter of the book this week and it should hit the bookshelves in either January or February of 2013.

 

Finally, where do you see social media marketing going? Do you think it’ll ever surpass or usurp search engine marketing?

Social media marketing will continue to simply become “marketing.” When that term was coined, it was still a completely new idea for companies to take to the web to actually get involved in conversation with their customers.  It was something entirely new. As time continues to pass, we’re seeing a paradigm shift in how companies and customers relate to each other. Social media has opened the door to a new way of doing business and I don’t expect to see that ever go away at this point.

I think over time, we’ll hear less about “social media” marketing and more about just plain marketing.

As for whether it will ever surpass search engine marketing? I don’t think there’s a yes or no answer possible there. It’s not a zero sum game. People won’t choose one or the other because they serve different purposes. Social media will always be part of search engine marketing and good SEO will always be incorporated into social media. For a good integrated marketing strategy, the two will help drive each other to boost the overall brand.

 

More About Jennifer Evans Cario – President, SugarSpun Marketing

With more than a decade of experience in online marketing, Jennifer has made a career out of helping small to mid-size companies find unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Recognized as an industry leader in small business social media strategies, she is known for using real language and a common sense approach that delivers solid results while still allowing her clients to fully understand and participate in the process. Along with founding SugarSpun Marketing in 2009, Jennifer serves as the Social Media Faculty Chair for MarketMotive.com and as adjunct faculty for Rutger’s University. Cario is also the author of the upcoming Pinterest Marketing: An Hour a Day.  You can find Jennifer on Twitter via @JenniferCario.

 

 

photo thanks to Mike Baird

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