Shauna Nicholson

Organic SEO refers to the keywords found within your web content. Search engines, like Google, pick up on these terms and lists them within search criteria–without you paying Google to do so.

So, for example, if I were selling/informing/teaching about bicycles on my blog, I might drop in a few popular search terms (bolded):

Cycling products and accessories for mountain, road, triathlon, along with comfort, cruiser and children’s. (Taken from an actual Google hit)

The problem with supersaturating your content with keywords is that you’ll be flagged quickly. Choose a few words/terms to include that best describe your content and let the search enginges do the rest.

Using the keywords within your content isn’t all that is important. Google and other search engines employ complicated, secret methods on weighting the importantance of your terms. Such as bolding, linking, headling, titling, metatagging, and more.

There are a ton of scammers out there who will tell you they can improve your search engine ranking. Make sure to throughoughly investigate anyone you hire for web development. Check their portfolio and call their references.

Business applications of social media have been prompting serious debate on the very legitimacy of the networks. A while ago, I gave some business applications on how social media is used, and provided an example of how Twitter has molded communication. Having integrated social media into my personal and business life, I want to take it a step further to define how these same tools are carving business relationships.

In the past, passing along business cards was a standard. Don’t get me wrong, I love mine. Now, they’re a starting point for further communication contacts. More often, I’m finding profile links and social media references on cards. This accomplishes a few different things:

• Helps establish trust
• Keeps the conversation going
• Provides a lower barrier to entry to continuing conversation (less formal)
• Lends a peak into what other things the person has going on, in real-time
• Establishes talking points

Whether realized or not, providing this contact is a way to accomplish more than the stagnant “reach me here” personality of a phone number. Participating in social media is lending an open invitation for communication, which leads to continued, and ultimately actualized, relationships.

______________________

What you’re really saying when you offer your social network profile link to someone new
As I was joking around about what the different social networks said about the user, I realized some interesting points. Here it is, (add yours in the comments!):

Myspace: I jumped on that social media bandwagon and don’t mind all the spam and lacking integrity. Also, I hate organization and embrace poor spelling. Add me and the 489,229 people I don’t know! I’M SO COOL!

Facebook: Joined in college and it stuck. I keep in touch with all of my college friends (though it’s a little weird now that everyone’s posting wedding and baby pictures). …I hope I took down the photo that Jake posted of my passed out in the bathroom…

LinkedIn: Oh, this is social networking, too? Hm. Oh, look, Sue from accounting! She is always on time with reports and saved our company tons on taxes last year; off to write a recommendation!

Twitter: I’m really dedicated to this social networking thing. I also suffer from mild-to-severe ADD. Though I’ve only internet-stalked you so far, I’m actually interested in meeting you in person.

Nings (most): This topic keeps me up at night…so much that I don’t want to share it with anyone but my fellow up-at-nighters for fear of embarrassment.

Friday, 06 Jun 2008 10:45

The content included within marketing emails is a vital aspect of their success, a spokesman for the Internet Advertising Bureau has commented.

Ben Butler, a content manager with the body, explained that the information included in a message is “incredibly important”.

He urged marketers to ensure their copy is “concise, engaging and to the point”.

“Email marketing is easy to do but very hard to get right,” Mr Butler asserted.

The expert suggested that businesses spend time considering how they could change their marketing emails to make them more successful.

Changing the subject line or moving the content of an email around can make a big difference to the success it achieves, Mr Butler added.

A study recently published by Habeas revealed that almost seven out of ten consumers prefer receiving emails to any other online method of communication, such as instant messaging or video.

However, almost 90 per cent of those questioned by the organisation stated that they would like to have more control over the content of the messages and how often they receive them.

I’m currently stripping and recreating copy for a jargon-intensive website. Although I’ve mentioned understanding your audience before, I’m going to through a few tips your way on just how to do that.

1. Understand their Google terms. When Bob is looking for a doctor on the web, he might not know the diagnosis of his problem. While it’s easy for a doctor to refer to hypertension, not every Bob knows that this means high blood pressure. Taking it a step further: Bob may only know that he is getting a lot of headaches, feels sick after his favorite meals, and is sometimes dizzy after standing too long (all hypertension symptoms).

2. Consider the secondary state of mind: Emotion. A home architect can explain elegant home types all day long. What Sue is really excited about is how she’ll be able to model her new kitchen. By adding content that caters to that emotion, time on your site and trust increases. While I don’t suggest you add additional home expertise, perhaps a “Top 5 Things to Consider when Modeling a New Kitchen” might be of help.

3. Be benefits forward. You’re not marketing your features, you’re marketing your benefits. If you’re a website builder who creates some wicked flash and sassy style sheets, your psychologist client will hardly care. She’ll want to know how these elements come together to keep her patients informed, feel welcome, and engaged.

When branding herself as an upcoming graphic designer, Victoria Pater was thinking of the new places she wanted to go. After considering her approach for her favorite things to design, she came up with the adjective that would move to not only describe her, but SELL her to her new employer.

She designed a resume and samples packet that would emphasize her ideas and talents around the Fresh logo (on right). To drive the theme home, she designed a Fresh Checklist and Fresh Cover Letter then submitted it to me for copy.

“Based off my future career goals, I can honestly say this little sticker says a lot about me and what I want to do,” Victoria blogs.

Her technique worked and within a week, Victoria was able to land a position (despite the crap Michigan economy). Of course, her raw talent is what ultimately got her in, but showcasing who you are and what you’re about turns heads and makes a difference.

When I tell people I’m a huge fan of verbs and adjectives they laugh. I laugh to, because the results continue to surprise people.

Consider what best describes you. What are your adjectives? What makes you or your company different from the growing list out there? Chose a list of adjectives and verbs that best describes what you do and how you do it. The more unique, the better. Throw out your ideas and let’s get rollin’!

When introducing your company to a potential client, it’s important to understand what’s valuable to them. You may be stellar at X, Y, and Z, but if the client is looking for A–and you don’t mention it–you will have problems.

Here are some tips for brainstorming a presentation to a new client:

1. Evaluate what’s important to them. What initiatives are they involved in? What do they identify as a “core value?”
2. Understand their medium (web/print/etc). How do they present themselves? What color schemes do they use and why? What imagery do they use and what does that say about them? How can you match it to best get your message across?
3. Understand their clients. How do they communicate with their clients? What is their biggest message they have for attracting new clients?
4. Value their network. Know who they know. Find a common ground and build up.
5. Respect their time. Organize your communication to be efficient and concise. Rather than detailing your company’s history, consider a timeline; rather than writing about how you saved a client X amount on their last deal, let them speak for you via case study.

My favorite moments in Detroit have been the group adventures I’ve taken with photographers into abandoned buildings. The most interesting, for me, have been discarded schools and the Detroit public school warehouse. Remnants of what had been (back to the 60s) lay discarded on floors, beaten by weather and fire and often used by the squatting homeless.

This notebook struck me immediately. While the rest of the pages were filled with schoolwork, you could tell what was really important to Tee-See.

Business documentation is a little different. People really like to dress it up and hide what they’re getting at. No longer! It’s proven itself outdated and ineffective. Think I’m wrong? Did you click the notebook to read the small print or were you satisfied you knew what you needed with just 3 words?

POINT: Even in polished proposals, someone will be skimming your text. Communicate something small with a big effect–a tidbit, a slogan, a concept, a feeling–and you’ll capture your audience bounds more than another drab 500-800 word why-you-should-buy-from-us.

The Detroit (Novi) Tweetup was more fun than I expected. It was great getting to know the people I’ve come to “know” (via their online presence). A lot of great conversations came from it. I even proclaimed myself Victoria’s Chief Evangelist after she officially quit her 9-5 today! (I’m trying to get her to move to the Metro Detroit area so if you’re looking for a graphic designer, look no further!)

@chrisbrogan convinced me to attend ITEC on Thursday morning and I’m pretty excited. I’ll update you when I get back.

Here’s a photo of the group near the end, though there were quite a few other people earlier. I had to include the photo for the visual lovers out there!

Photo by @damonhenry

Today included a blog launch and a stellar print document. I’ve applied web concepts to print media–a top 5 list–and it’s turning out pretty neat! I’ll follow up with some hints on how to incorporate the elements of the web into your print media soon

Quick update on the site: I’ve been promised a put together “draft” by tomorrow, so I should be launched by Friday. I can’t wait!

The content for shaunanicholson.com is all but finalized. My hang up has been on the design… I simply do not like it. Because I’m a major believer that design is integral to great content, I wont settle.

The good news is this: I’ve found/created a design I’m happy with. The next steps are to develop graphics, lay it out and code it!

I’m ready to move ahead and continue producing great things. A ton of thanks to those of you helping me along the way! I’ll be profiling them soon, as they deserve major recognition for their stellar work.

I’ve been doing a lot of networking via Twitter and I’m excited to be attending my very first Tweetup. Next Tuesday (May 20th), I will be attending ITEC along with a bunch of other tech media nerds. After the show, we’re meeting up at Buffalo Wild Wings in Novi, MI at 6pm.

I’m very excited to be able to start sharing some ideas. Victoria Pater is planning on attending, too! (I’m trying to convince her to move out this way from Lansing!) So far, I’ve seen RSVPs from people I can’t wait to meet!

Go ahead and leave a comment if you’re coming.

Where: 44375 W 12 Mile Rd, Novi, MI 48377 (Buffalo Wild Wings Grill & Bar)
Date: 5/20/2008
Time: 6:00pm