Engage In Your Life, don't let it pass you by

The other day I was talking about content marketing tools with my client Ryan. He told me he didn’t like to read long articles and said, “That’s why I hired you to do the reading for me.” It’s true, my role is to keep up with the latest techniques and news so I can pass-on only what Ryan needs. But in this case Ryan is building his knowledge and skills to have fun as a power digital marketer. Ryan went on to ask why he needed to write such long blogs for SEO. His question was, “If many people are like me and don’t like to read long text articles, why write them?” This is a frustration for digital marketers, like Ryan, who write blogs to maintain or build their online presence and expert status. The trick is to make the ‘long text’ look like ‘short text’ by breaking the content. Then Ryan and I sat down and went through several of his recent posts.  I could see his posts were missing an important element – subheads. Subheads are great signpost guides that lead reader...

A while back I was speaking at a conference talking about content marketing services and global customer engagement. Kenny, who is now my client, came up and asked me about meta descriptions after my talk. Meta descriptions are the descriptions you see under the organization name and link in Google search results. Although they have little SEO value, they are key for getting potential customers to click through to your page. How can you adjust meta descriptions for other cultures? Kenny asked me how much of an influence his meta descriptions made on his search traffic.  He wanted to know how to skyrocket his click through rates for his target cultures to build his customer clan overseas. Kenny found he was getting more organic traffic from some cultures and less from others. It isn’t practical to write different descriptions for every culture unless you have a separate website in each culture you do business. As Kenny is a solo Gigger, he only has one cite and descr...