Mark E Goodman

February 4, 2010

How content is reused to create answer bits

Filed under: Internet, Social Media — Tags: , , , , — markegoodman @ 10:09 am

Here is the process that is used to create content in various media.

First, we start with a question, or a set of questions. These questions should be tied to your search engine optimization plan.   It is also good to look at your frequently asked questions.

Here is an  an interview with an internet chief architect.   The overall questioning was centered around search engine optimization.  This example is focused on understanding if your website is effective.

We create a set of questions around the overall topic.  One of the questions is  “how do I know if my website is having problems”

Here is the 25 minute interview on BLIP.TV.

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The interview is then cut into segments that are posted on YouTube and can be embedded in websites, blogs etc..

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The content is also used to create a blog posting.

Ask Score: Could I get more from my Web site? Posted by Ann D. at 1/13/2010 10:11 AM CST

You’ve invested a lot of time and energy in creating a Web site to promote your small business and serve your customers. But how can you tell if you’re really getting the most out of it?

John Fairley, chief architect for Walker Sands Communications and a frequent presenter at Score Chicago workshops, has two suggestions:

First, put your business name into your browser and see what happens. Does your business name come up in one of the top three positions? If not, you have some work to do.

Second, try some key words that describe your business. If your business name doesn’t come up, that’s useful data: Potential customers aren’t finding you online.

Mr. Fairley once worked with a local moving company and found that the company’s name did well on search engines. But potential customers who searched for terms like “movers,” “moving company” or “moving and storage” weren’t likely to find this company. It didn’t rank well on searches.

Mr. Fairley went to work, revising the company’s site to highlight these descriptive words. After a couple of months, the site was ranking better.

He offers some other suggestions to make your Web site more search-engine friendly. First, make sure you have your local address on every page. Also, if you have a local phone number and an 800 number, feature your local number. The local number reinforces your company’s location, and that’s a key metric for search engines.

Finally, Mr. Fairley suggests that you list your company in the major search engines. Google, Yahoo, and Bing all offer free listing services. Check out GetListed.org, a free online resource, for details.

You can learn move about search-engine optimization from this Score Chicago CAN-TV 21 Hotline interview on Blip TV.

Score Chicago also offers workshops on Web sites and the Internet. You can find workshop information here.

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The content is then reused to create a radio spot.  Listen to the spot here.

All versions of this content can be embedded in web sites.  Selected versions can also be used in e-mails, newsletters etc.

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August 1, 2009

What’s the Best Name for my Web Site?

Filed under: Internet, Small Business, Social Media — Tags: , , , , — markegoodman @ 5:36 pm

Small business people often ask about picking out a name for a website.  In many cases, the name that is a 100% match for the business (mycompany) is already taken.  So the company asks should they take out mycompanyinc or mycompanyco etc.    Alternatively, a company has a long name  mysmallbusinessisbrilliant.   They ask about if customer expects a shortened URL.

In today’s world,  customers will go into Google, Yahoo, Bing etc and put in your company’s name in the manner that they think of your company.   Remember, the average search phrase is 4 words, so you have some latitude in matching.

Here are a couple of suggestions.

Most importantly understand how your customers think about your business.  If you are Hilltop Garage in Big Mountain, Iowa make a list.

  • Hilltop Garage in Big Mountain
  • Hilltop Garage Expert Foreign Car repair
  • Bob at Hilltop Garage
  • Bob over in Big Mountain at Hilltop Garage
  • Bob’s Hilltop Garage

Second, when building your website, don’t just think about the URL, but think about the Title, Description, Keywords and Headings on each page.   By putting the appropriate words in these areas, Hilltop Garage will have a better chance of being found.  In the title of the home page, Bob should consider having “Expert Foreign Car Repair – Bob Smith Hilltop Garage Big Mountain, Iowa. ”

Remember, you don’t have to limit yourself to one URL.  Bob could beHilltopGarageBigMountain, but he could also purchaseBigMountainHilltopGarage or even BobsHilltopGarage.  It is fairly simple to route alternative sites to one main site.

When you do pick a site, use that  URL in your email, Twitter, Facebook etc.  Instead of being hilltopgarage@globalemail.com Bob should bebsmith@hilltopgaragebigmountain.com.

If you do have a site, go back and look at your titles, descriptions, keywords and headings.  If you are not sure where they are, ask your web developer.  When it comes to social media, pick one and get started.

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