How to Create Cornerstone Content That Google Loves

Imagine with me for a second… someone has just arrived at your website, and this person has no idea what you’re talking about. And this is an important visitor.

Pretend further that this single visitor could make the difference between success and failure for your business. She has no time to waste poking around your site trying to figure out what you’re all about, so she immediately picks up the phone and calls you, demanding an explanation.

What do you tell her?

You’d likely explain by giving her the essential information about how you can help, and why you perfectly meet her needs, right? And I’m betting you’d want to explain it in the most compelling fashion you could, given what’s riding on the deal.

In a nutshell, that’s what Google wants you to do with the content on your site.

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The Return of Tutorial Marketing?

Tutorial MarketingThere’s an interesting discussion going on that’s followed Michel Fortin’s rejection of the long, scrolling, hype-filled sales letter. As Michel has made clear since, it’s not that a lot of copy (information) is no longer required, it’s the ability of the evolved web to allow us to deliver information in the way the prospect prefers.

Web copy, PDF, audio, video… plus combinations that are only limited by the imaginations of savvy online marketers. It’s not only about telling people a story they want to hear, it’s also about how they want to hear it.

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Permission Marketing 2.0

Before I continue with the SEO Copywriting 2.0 series, I want to interject a bit of perspective. With all the talk about links, traffic, Digg, social media marketing and the pursuit of search engine rankings, it’s important to remember what matters most for business-oriented bloggers.

Subscribers.

The importance of subscriber acquisition is getting its fair share of attention within the social media space, which is good. Darren Rowse recently posted on the value of conduits like Digg and other social media traffic sources to build up your own subscriber-based community over time.

And in the SEO world, Andy Hagens and Michael Gray have touched on the topic as well. They call subscriber attraction and retention a key element in a “defensible traffic” strategy that frees you from the tyranny of search engine algorithm hiccups.

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Glyphius Copywriting Software Review

I no longer recommend the Glyphius copywriting software. Proceed at your own risk.

The 5 Essential Elements of Search Engine Keyword Research

SEO Copywriting 2.0Keyword research is cool.

It allows you to gaze directly into people’s minds.

Being able to take a look at the words and phrases people use when looking for things online is invaluable. Rather than listening to people say what they think they might do, you get to observe what they actually did. And when aggregated, you get a nice view of the words people most often use when thinking about and searching for a certain topic.

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The Death of the Long Copy Sales Letter

If you ever wanted to take a peek at the premise of the Tubetorial business model, you’re in luck. While 2006 was the year online video went big, 2007 will be the year when we all see how it is best utilized for marketing.

“Now wait a minute Brian,” you may be thinking. “Haven’t you repeatedly said that long copy works?”

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Introducing the A*I*D*A Formula for Blogging

  • Attention
  • Interest
  • Desire
  • Action

It’s an advertising formula from way back, and as Tom Chandler points out, it’s the copywriter’s best friend. But what about bloggers?

While some traditional marketers dismiss the AIDA formula as antiquated, I’d say it’s an ideal way of structuring a blog post when you want the reader to take some form of action.

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Speaking of Search Engines…

Lee Odden of the Online Marketing Blog has put together a fantastic resource list of his Must Read Search Marketing Blogs, and has provided an OPML file so you can download all 250 plus feeds into your reader. As much as I love RSS, the thought of that many new feeds at one time gives me the willies, but this is definitely a bookmarkable resource for later perusal.

How to Create Content That Ranks Well in Search Engines

SEO Copywriting 2.0Once upon a time, there was something called SEO copywriting.

These SEO copywriters seemed to have magical word skills that allowed them to place just the right keywords in just the right places and amounts, and even in the densities that were just right for miraculous top rankings. And that’s all you needed… or at least that’s what was (and still is) advertised.

There’s no doubt that keywords still matter, especially in titles. Search engines generally prefer to key in on the words people are looking for. But as SEO pro Rand Fishkin will tell you, “measurements like keyword density are useless, although general frequency can help rankings.”

Here’s the deal… most of what determines the ranking position of any particular page is due to what happens off the page, in the form of links from other sites. Getting those links naturally has become the hardest part of SEO, which is why 2006 saw the strong emergence of social media marketing as a way to attract links with compelling content.

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5 Things You Won’t See on Copyblogger in 2007

1. Linkbait. This blog is entirely about creating compelling content. In that regard, I don’t see the point of using the term link bait any longer. You’re either writing exciting stuff or you’re not, and my goal is to see that you are.

2. Web 2.0. A shame really, because I think from a marketing standpoint, Web 2.0 is just starting to get its legs with the mainstream. I reserve the right to break this resolution.

3. Kerfuffle. I made fun of bloggers who employ this obscure word more often than normal people do, and then purposefully used it in my Best of Copyblogger post to see if anyone would notice. Chris did, and thinks I’ve jumped the shark. Silly boy.

4. Jumping the Shark. I hope to not say it nor do it.

5. AdSense. I gave AdSense a shot around here, and I think it sucks and cheapens my blog. It makes me about $200 a month, but I think you’re easily worth more than that (although I’m too lazy to remove it from the archives).

If you have time, share 5 resolutions for your blog in the new year. You know you want to. ;)

Happy New Year everyone!