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Five Advanced Techniques to Help Your Blog

This is not one of those posts that restates the same damn advice you get in all the other “Grow Your Blog” posts.

I will not tell you to “write good content” or “promote your blog to your social networks.” That advice is so worn out, even the Amish roll their eyes whenever they hear it.

So I won’t share lessons from the Mr. Obvious School of Blogging. But these are five advanced techniques you should consider. They will either grow your readership, improve your search rankings, or both.

1) Find a deep niche. Not just a semi-vague niche — like “Italian cooking” — but a deeper one, like “gluten free Italian cooking.” While “food” is a hugely generic topic, and “cooking” is a little more specific, even a style of cooking is still too broad. But if you can get to one specific detail, you’ll dominate that market. While it may be a long-tail search, keep in mind that there are still thousands, if not tens of thousands, of people looking for that niche.

2) Create backlinks from other sites. Any search engine optimization specialist is going to tell you that backlinks are crucial to improving your search engine rankings. Yes, onsite optimization is important — keywords in the title, anchor text, etc. — but backlinks are the best way to optimize your site, because you’re telling the search engines your site is very popular.

The easiest way to generate backlinks are going to be via comments, but be aware that this is not a powerful way to create them. Comment links don’t have as much juice as a link on another blog. Write guest posts on other blogs, get people to reference you in other posts, and participate in forum discussions related to your blog’s topic.

If you can get your links on a site with a high pagerank (use WebRank Toolbar or other pagerank monitoring tools), all the better. Also, getting a link on a .gov website will carry more weight than a .info or .biz site, especially if that .info/.biz site is only a year old. (Google gives more weight to domains that are more than a year old, and have been purchased for more than a year.)

3) Create a secondary blog to create keyword-rich backlogs. The best way to control your backlinks is to create a second blog on a completely different platform or server, and point it back at your original site. Set something up on Posterous, WordPress.com, or even Blogger, and create content that is about the very same thing your site is about.

It’s important that you put new, original content on this second site. Don’t just run an old blog post through an article spinner, or make a few edits to a post. You need to write completely new blog posts. They don’t have to be terribly long: 250 words or so. But they should be about the topic of your primary blog, and should link back to that primary blog. (Be sure to link only a particular keyword or phrase. Don’t link to an entire sentence or extra unrelated words.)

4) Use article marketing. Article sites like Ezine.com and others are a great way to repurpose some of your writing, and build backlinks. The premise is the same as writing for a secondary blog and pointing it to your primary blog. However, unlike a second blog, you don’t have to put as much work into an article. Take an old post, rewrite and rearrange it, and then submit it to some article sites, all which will point back to your primary blog.

5) Submit to social sharing sites. The biggest spike in my blog’s traffic in the last year came when a post I wrote for my humor blog, “Understanding 7 Different Kinds of Humor,” hit the front page of StumbleUpon.com, and got 700 visits in 2 days. In fact, nearly 40% of my regular traffic comes from my StumbleUpon submissions, so anytime I write a new humor post, I always submit it to StumbleUpon.

This does two things for me: first, it builds a backlink from a highly-popular website (Pagerank of 8), and second, it introduces my site to a whole new group of readers. Many readers visit once and never return, but I have also gained a lot of regular readers who read my new posts or subscribe to my RSS feed.

Other sites like Digg, Delicious, and even Bloggers.com can all build backlinks and gain new readers as well.

While there are other advanced blogging techniques, these are the five I use over and over, whether it’s on my own blog or on our client blogs.

My book, Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself (affiliate link), is available on Amazon.com, as well as at Barnes & Noble and Borders bookstores. I wrote it with my good friend, Kyle Lacy.

Photo credit: Svenwerk (Flickr)

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Do You Know Where to Tap the Hammer?

A parable.

A business owner is horrified to discover one morning that her company’s server is broken. Won’t boot up, won’t turn on. She calls a computer repair expert to come out and see what he can do.

The expert shows up, looks at the machine carefully, and even gives it a careful listen. He runs his fingers lightly on the side of the computer, and then taps it with a small hammer. The computer starts right up, the business owner is happy, and the expert goes away.

If I had this hammer, man, I could fix ANYTHING!

Two days later, the expert’s bill shows up. “Computer repair, $500,” it says.

The business owner calls up the expert, angry. “$500?! All you did was tap the computer, and you charged me $500?! I need to see an itemized version of your bill, to see why you thought that was worth $500.”

Two days later, the new bill arrives in the mail. “Tapping the computer with a hammer, $1. Knowing where to tap the hammer, $499.”

Knowing Where to Tap the Hammer: The Moral

Once, I was talking to a freelance writer friend, and she was worried about charging too much for her services.

“I don’t see how I can charge that much an hour, just to write a single press release,” she said, like she was worried she would be found out as a fraud, or that people would realize anyone could do it.

“Do you have special knowledge that enables you to write that press release in under an hour?”

“Oh sure, I’ve done so many of these, I can write them in 30 minutes sometimes.”

“And do you think your clients could write that same release in under an hour?”

“No, they take 3 or 4 hours to write one.”

So I told her the computer hammer story.

“You know where to tap the computer,” I said. “Your job seems easy to you because you’ve done it for years. But to someone who has never done it, it seems daunting. But then if they see how easy it is for you, they assume it’s that easy for anyone. But if they don’t know how to do it, it’s still a mystery.”

What can you do better than anyone else? What is a special piece of knowledge that you have that could be valuable to someone else? What are you putting your energy and time into?

For me, it’s writing. For Lorraine Ball, it’s PR for small businesses. For Paul D’Andrea, it’s portraits and event photography.

For us hammer tappers, we’re always learning new stuff, new tools and techniques, new ways of doing things.

Knowing where to tap the hammer is what sets us apart from those of us who will try the same things over and over — flipping the computer off and on, trying it in different plugs, shaking it — before declaring it impossible to finish.

My book, Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself (affiliate link), is available for pre-order on Amazon.com. I wrote it with my good friend, Kyle Lacy, who I also helped write Twitter Marketing For Dummies (another affiliate link).

Photo credit: KyleMay (Flickr)

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Your Blog Openings Suck: Four Blog Leads to Avoid

Unless you’ve been living under a rock for the last three weeks, you know about the two big gamma ray emitting bubbles that US astronomers found at the center of the Milky Way galaxy.

No you don’t. That’s just stupid.

I hate it when blog posts start out with the overused phrase “unless you’ve been living under a rock” followed up by some assumption that “everyone” knows about this, except for hermits and Tom Hanks’ character from Cast Away.

BLEAH!!!

The problem is that because we don’t all read the same newspapers and blogs (I had to search to find something to put into this opening, because even I didn’t know about the gamma ray bubbles), we all have different sets of knowledge. The best thing to do is to assume your audience doesn’t know. “Write for the person who just woke up out of a coma,” my journalism professor used to say.

The writer who uses this opening is making a dangerous assumption that a) everyone knows what he or she knows, and b) their readers won’t find it insulting that they didn’t know this.

Here are four openings you should avoid in your blog posts, because they’re overused, insulting, or not enjoyable to read.

1. The Rock/Cave Dweller

I’ve already ranted about this, so I don’t need to go into it anymore, other than to say I’ve seen this from a couple professional PR bloggers who should know better. Unless you’ve been in a coma for three years, you know who you are.

2. The Recipe Opener.

Take one cup of overused cliche, two tablespoons of tired old trope, and two equal parts of “GAAAH!” and “please kill me now!” Mix thoroughly, and you have a recipe for my least favorite opener. This one is just tiresome and plodding. It was cute the first time I ever saw it in high school, but the 5,000 times since then just make me want to bite my own neck.

It can be used for any story, in any industry, and any publication. And often is.

3. Once Upon a time

I fell prey to this again and again when I first started writing. The inclination is to write like we talk, and we often tell stories to make a point. And where does a story start? Right at the beginning. So I would open a column or article by starting at square one and explaining how I got to to the important lesson of the piece. (See, I even did it to start out this particular paragraph.)

Write your blog posts like a journalist writes a story. The most important part of the story should be the very first sentence. The lead should answer who, what, when, where, why, and how in the first sentence or two. It should not start out with “so I was sitting in a coffee shop with my friend Dave. . .”

4. Stalling

I’m sick of seasonal openers that have nothing to do with the blog post.

The TSA had a stunner on a recent post about their Secure Flight program.

November 1st is right around the corner and with that date comes cooler weather, fall foliage and the seemingly never ending battle between rake and leaf. It also marks the end of the year-long grace period for airlines to clear their systems of old reservations made before TSA’s Secure Flight requirements took effect last year.

The post is not about the autumn colors, cool weather, or the blister-raising tedium of leaf raking. So why even mention it? In fact, the TSA post doesn’t even mention it ever again. Your lead needs to be about the topic, not about the time of year that have nothing to do with what you do.

What bad openers have you seen? What are some good ones? Leave some examples in the comments section and let me know.

My book, Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself (affiliate link), is available for pre-order on Amazon.com. I wrote it with my good friend, Kyle Lacy, who I also helped write Twitter Marketing For Dummies (another affiliate link).

Photo credit: Zakmc (Flickr)

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Five Reasons Why Attorneys Should Blog

I’m surprised at the number of attorneys who aren’t blogging.

If there was any form of communication made for attorneys, it’s blogging. It’s not a website, not TV, and certainly not the Yellow Pages. Here are five reasons why private practice attorneys should be blogging.

  1. You show up higher on local search engine results. Many people are forgoing their Yellow Pages in favor of Google. And Google will automatically give results from your current location, not where they think you live. So if someone looks for an intellectual property attorney in Indianapolis (like my friend Matt Schantz), Matt may or may not appear at the top of Google’s results.
  2. You demonstrate your knowledge and experience in your particular field. If you specialize in corporate law for green companies, you should be writing about green issues. For example, if you wanted to specialize in working with alternative energy, you should be writing about alternative energy law, alternative energy news, and even Congressional bills that may affect alt. energy companies. The net result is that you’ll be seen as one of the leading voices for the industry, and more likely to be called whenever a company needs your advice.
  3. It’s a way to build your personal and professional brand without spending a lot of money advertising. It’s also a way to market yourself while staying within your state bar association’s rules. For example, we have a Kentucky law firm as a client, and we know that as long as we’re offering information (see point #2), and not providing legal advice, we’re within their guidelines. And our client still gets the benefit, because they’re beginning to win local searches for their specialty, and being seen as an expert in their particular field.
  4. It’s a way to learn new information. The old “see one, do one, teach one” model comes to mind here. If you read something, you may know it, but if you have to explain it to someone else, you’ll truly understand it. This also forces you to find something new to write about on a regular basis. It keeps you up to date on your chosen specialty, by reading different news articles, law journals, case law, and court decisions.
  5. You can improve your writing. Your blog should not be written for other attorneys, it should be written for clients. And your clients don’t talk or read like attorneys, so they don’t do “wherefore, whereas, and heretofore.” They do “if, except, and until now.” The best way to create tight, easy-to-understand plain English is to be forced to do it every couple of days

Photo credit: umjanedoan (Flickr)

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Five Uncommon Grammar Errors To Avoid

Grammar is a huge PITA.

It’s like your lawn. You know you need to keep it well-maintained, but there are little trouble spots that give you fits. Sometimes there are spots you don’t even know you missed, until it overgrows and the neighbors start complaining.

There are plenty of “grammar error” posts that will point out the obvious errors that most people make, like the there/their/they’re or its/it’s errors. But these are a few of the lesser-known errors that you may be making and not even realize it.

I feel like a grouchy teacher when I write these posts.

1. Who/That

Other than a fun little cheer for the New Orleans Saints, this is a common one people make when referring to people or companies.

  • Wrong: Companies who practice green manufacturing can get government grants.
  • Wrong: People that like peanut butter and bologna are weird.
  • Right: Companies that practice green manufacturing can get government grants.
  • Right: People who like peanut butter and bologna just have different tastes, that’s all.

2. Singular vs. Plural Matching

This is always a tricky one for me. I always get tripped up when a phrase uses both a singular and plural item, like neither of these sandwiches. In other words, is it “Neither of these sandwichesis” or “Neither of these sandwiches are vegetarian?” My first inclination is to make “sandwiches” match the verb “are.”

But I would be wrong. According to Purdue’s Online Writing Lab, since “neither” is singular, treat “neither of these sandwiches” as a singular noun and make the verb match — “neither of these sandwiches is vegetarian.”

3. Not all adverbs need to end in -ly.

On an episode of Celebrity Apprentice, Donald Trump wrongly corrected Cindy Lauper when she said “I feel bad.”

“Badly,” corrected Trump. But he was badly mistaken.

Action verbs will often add -ly to the end of a verb: “He sings badly.” “She writes sloppily.” “They argue loudly.” But adverbs that modify linking verbs — like “to be” (I am, you are) — don’t use ly. In other words, you wouldn’t say “He is tiredly” or “She lies downly.”

When Cindy Lauper said “I feel bad,” “feel” was a linking verb. The easiest way to tell if a verb is really a linking verb is to substitute “am” with the verb in question. If the sentence still works — “I feel bad” = “I am bad” — then the verb is a linking verb, and the adverb should not end in -ly.

In fact, the only time you would say “I feel badly” is if you have lost the ability to touch things with any kind of dexterity or success.

4. Good vs. Well

This is another tricky one, because people use”good” and “well” interchangeably.

    • Wrong: I sing good.
    • Wrong: Dinner tastes well.
    • Right: I sing well.
    • Right: Dinner tastes good.

The difference is whether well/good is an adverb or an adjective. Good is an adjective, but well is an adverb. Remember, an adverb modifies a verb — How do I sing? I sing well — but an adjective modifies a noun — What tastes good? Dinner tastes good. That’s because an adjective will also follow sense-verbs and be-verbs, so you can look good, smell good, feel good, be good. But you don’t look well, smell well, feel well, or be well, unless you’re discussing your ninja-like prowess at these skills.

5. Me vs. I

This one drives me crazy, not because people use the wrong word (okay, that too), but because the rule is still erroneously taught in our schools.

Which is correct:

    • “Would you like to go to lunch with Doug and I?”
    • “Would you like to go to lunch with Doug and me?”Believe it or not, it’s Doug and me. Here’s another one.
      • Doug and me went to lunch.
      • Doug and I went to lunch.

      That one is a little easier. It’s Doug and I.

      I could explain the rule about how it all has to do with who is the subject and who is the object of the sentence and blah blah blah. But that doesn’t matter. Here’s the easy way to figure out whether to use I or me in a sentence:

      Take out “Doug and,” and see what sounds correct.

      • “Would you like to go to lunch with me?”
      • “I went to lunch.”The problem is, we have been hammered to say “Doug and I” by our elementary school teachers for so long that the rule is firmly, but mistakenly, wedged into our brains (and they’re still doing it). Just remove the “_____ and” in your head, and you’ll have your answer.

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A Look at Old School Journalism

When I wrote for my college newspaper, the Ball State Daily News, one of the things I liked to do was to put some paper in the manual typewriter, hammer out a few sentences, rip it out of the typewriter, and yell “COPY!!” which would always crack my editor up.

This was back in about 1988, when we thought that kind of news writing — furiously banging out news copy on clackety old typewriters — was old-fashioned, and that nobody did it anymore. After all, we were nearly at the 21st century, using dummy terminals to put all of our news into a mainframe that would process the story into a single column, where it could be printed, cut, waxed, and pasted up on the layout page.

The fact that I just used terms that most younger readers don’t know — paste up, wax, typewriter — probably renders the whole COPY!! joke unfunny.

I recently spoke to some journalism classes at Ball State about how to blog for newspapers. I tried referencing a few of my student journalism experiences, and even told an OJ Simpson story, and was met with blank stares. I didn’t realize until later that many of these students were born the year before I got married. They were two when the OJ Simpson trial was going on.

Still, I always appreciate the history of journalism, and I like knowing things about it, like the fact that copy boys were the boys who ran around the newsroom, grabbing papers out of writers’ hands. Writers who had just ripped their story out of the typewriter and shouted “COPY!!”

I was interested to find this video in a post, “How to be an Old School Journalist,” on Alltop.com. While the segment at 5:06 may be a little… upsetting, keep in mind that the video is around 70 years old.

Although I’m not sure exactly how old the movie is, you get some clues just by looking at the hats and suits, the cars, and even the phones. It’s an interesting look at what they thought of journalists — and women — back in those days.

It’s even more interesting when you realize how far we have come as a news gathering society.

  • According to Google’s Eric Schmidt, we produce as much data in 2 days as we produced from the dawn of history up to 2003.
  • More women blog than men. In fact, the Blogher Network boasts 2,500 women bloggers as part of their network alone.
  • A story written for a blog can be produced in minutes, not hours. Publication of a post is immediate. No typesetting, printing, or delivery. Hit Publish, and it’s out there. A news story can be written in minutes, but then it has to be pasted up (electronically, of course), and then printed, and delivered. The shortest amount of time it can take is 4 – 6 hours from the completion of the story.
  • To own a major newspaper takes millions of dollars and requires specialized knowledge to run specialized machines that only serve one purpose: to put ink on paper. To run a major blog takes a $1,000 laptop and a wifi connection. And when you’re done, you can watch a movie on it.

In Linchpin (affiliate link), Seth Godin talks about how the factory, the means of production, can be owned for $3,000 for a laptop (Seriously? $3,000? Seth, call me. I’ve got a deal on a few Dells for you, 2,000 bucks each.)

Bil Browning, owner of the Bilerico Project (the largest LGBT news blog on the web) runs his blog with four directors/editors, and 90 contributors (I even contributed an article last year). But he doesn’t have an office, doesn’t have printing presses, doesn’t have any overhead, other than his servers, and the salaries for him and his four directors. When I compare the low cost — $1,000 for a laptop — and ease of which he is able to reach hundreds of thousands of readers each month versus the time and effort we put into reaching people via newspaper today versus the time and effort we put into reaching people via newspaper 70 years ago, it’s a wonder we ever got it done at all. It’s also easy to see how Bil is able to reach his readership much more easily and cheaply than most big city newspapers.

Watch the video, see how our grandparents and great-grandparents got their news and information, and see if you’re not amazed.