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Your Attention, Please Aaron Wall SeoBook.com Infinite Competition • • • • • • Smarter algorithms & aggregators Social media Outsourcing Better, cheaper, & faster publishing tools Ad tracking increasingly precise Tragedy of the Commons by Garrett Hardin http://dieoff.org/page95.htm Blog Growth VS Web Usage How to Gain Traction • • • • • • • • Bias Niche Formatting Filter Social Interaction Regularity Monetize Use Push Marketing Bias: a Truth for Every Search Gathering points • politics, religion, human rights, education, technology, etc. • Technorati top 100 blogs Key attributes • passion, open, original, consistent, opinionated, (dis)honesty Own a Niche • Owning a smaller niche is an easy way to start building personal brand • #1 player gets more play in the media • #1 player gets more self reinforcing exposure • #1 site gets better ad rates Formatting 1000 Teachers for Every Trick • • • • • • • Clean appealing design Positive reinforcing tone Easy to understand = trust and mindshare Highlight best pages About us page Easy for press to contact Pictures / video / sketchcasting Formatting (part 2) • Write clearly “Politics & The English Language by George Orwell” http://www.mtholyoke.edu/acad/intrel/orwell46.htm • Write headlines like a wire service writer http://www.youtube.com/watch?v=w4S9wjuJPk8 • Use simple words and short sentences • Bulleted lists / headers / subheaders Formatting (part 3) Filter … Read More, Write Less • • • • • • • iGoogle & Google Trends Google News Alerts Custom RSS feeds Compare now to the past Save drafts & refine before publishing Stay on topic Cartman Tourette’s Syndrome http://www.youtube.com/watch?v=J_n4UZgKtek Social Interaction • • • • • • • Comment & link out (add value) Create community based ideas Ask for feedback BEFORE launching Actively solicit feedback & reply to comments Write for others Network offline Can’t be afraid of controversy http://online.wsj.com/public/article/SB112541909221726743_vX2YpePQV7AOIl2Jeebz4FAfS4_20060831.html • Get people to talk ABOUT YOU Post Regularly • People appreciate regularity • Pre-write draft posts for future ideas • Offer tools or bolt on community stuff like job boards and forums • Encourage contribution from others • Highlight best contributors Monetizing a New Blog • • • • No AdSense above your content Sell branded ads or co-brand affiliate offers Create your own products Increase price to maintain high visitor value Push Market (Avoiding Attention Scarcity) • Companies pay to advertise giving away products they sold in the past • Build links – Yahoo Directory + a few others • Buy AdWords & AdSense ads, blog ads • Sponsor other related sites • Syndicate your content & write for other trusted sites • Don’t monetize too early Thanks for Your Attention If you found this useful please forward it to a friend or mention it on your blog.
