I recently attended a webinar sponsored by DigitalGrit on the subject of using blogs as tools for search engine optimization and marketing. Despite having some problems with the visual component, the slides wouldn’t display, it was an hour well-spent. I “live-blogged” the webinar and you can read my notes by clicking here.
There were some essential takeaways I felt would benefit you. They are…
Keywords – Use sitewide and blog post specific keywords. If you’re using blogs for marketing purposes, you’ve got to make sure you opitmize it around keywords. However, weave the keywords in naturally in the post. Don’t drive the post with them. One keyword in the post title repeated a couple of times in the post itself is sufficient.
Content Calendar – Having a content calendar (editorial calendar) helps to make sure you cover the relevant topics. Outline a calendar for one month to three months in advance.
Analytics – Blogs are website and should be tracked just like any other type of site. Using good analytical tracking softrware is a must. I use Stat Counter for my blogs. If blogs are going to prove themselves as viable from a business perspective they are going to need to be tracked in terms of visits, links into the blog from other sites, and conversions. It’s not enough that they have PR value and provide good customer relations. There have to be metrics to determine value and effectiveness.
To their credit, DigitalGrit apologized profusely for the problem with the slides. (They said it had to do something with the extreme heat in the northeast causing power outages. They ought to try living where I do, in the south. Talk about heat!) The slides are available for download on their blog, and they promise a full transcript of the webinar is soon forthcoming. When it does, I’ll be sure and make you aware of it.