I’ve been reading a number of sources re selection of keyword phrases, and the one that resonates most with me is Heather Lloyd-Martin. She’s the Direct Marketing Association’s (DMA) top SEO copywriting guru. This post is a condensed version of a whitepaper she wrote about keyphrase selection.

Legacy and Buzzword

Businesses should optimize for two different types of keyphrases.

‘Legacy’ keyphrases are search terms that are common and highly searched upon… Continue reading Choosing Strategic Keyphrases Post #2...

I numbered this post because I know there are going to be several on this topic. I think this process, finding those keyphrases that my target prospects use when they’re looking for the services Bolen delivers, is extremely important; and it deserves the hours I’m going to spend in getting it right.

Those keys represent qualified business knocking… Continue reading Choosing Strategic Keyphrases Post #1...

We’ve already refocused our target market. Experience over the last few years has taught us exactly who our services are most valuable to.Now we want to review our list of services, as they are promoted on our website, and readjust those too.

We are still all about the funnel:

On the plus side, there’s plenty of room for improvement. It shouldn’t be difficult to move the numbers.

You can see the actual Google Analytics report here.

The actual traffic numbers aren’t terrible. We don’t need huge amounts of traffic, as long as it consists of our target prospects, and we convert some percentage of them.

There were 52… Continue reading Bolen Website Analytics 7/20 to 7/26...

If you’ve read my latest newsletter, you can see it here, you know that I’m embarking on a full scale renovation of my website www.bolencomm.com . I’m not changing the URL, although I’m sure I could come up with something better. But it’s been around for five years, and that alone helps quite a bit in search engine and Alexa rankings.

I think Evan Schuman’s ‘The Top B2B Communication Mistakes’ whitepaper has spot on advice for today’s B2B content marketer. I boiled it down to its essence here below.

1. Understand Your Prospects and Use That Information

Do you know what your customers’ and prospects’ top ten business concerns are? Most of you probably do. The mistake is not ensuring that all of your content reflects or includes those concerns. Closely review all… Continue reading The Top Seven B2B Communication Mistakes...

I had an interesting phone conversation yesterday with Evan Schuman, founder and CEO of The Content Firm. I had requested use of a whitepaper from his site. I want this blog to deliver relevant and useful information, so I dig deep when researching for it.

Evan’s concern was that I dug too deep. The whitepaper I was interested in is several years old. He didn’t want… Continue reading Walking the Tightrope and Making It Look Easy...