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“New” SEO Tip: Keep Your Keywords In Your Headline

SEO practitioners are painfully aware of Google’s hatchet job on the tips and tricks they used to get their pages to the top of the search rankings.

And it’s funny to see many of the SEO pros — who were hit hard by Google Panda and Penguin — who look down their noses and wave dismissively at those people who still preach old-school SEO tactics.

“On page SEO?” they sneer. “What are you, Amish?”

But before you sneer too deeply, keep in mind that a few of those on page tactics still have value.

For one thing, Google didn’t eliminate their importance. They just devalued these tactics so they have almost no effect on the overall SEO. Instead, Google is putting its focus on the quality of content on a website, whether it’s the writing, photos, or you’re using videos, blah blah blah. Typical content marketing stuff.

But one old SEO tactic is new again, for a different reason: your readers.

What Readers Have to Do With SEO

You remember your readers, don’t you? Those are the people who actually visit your website and, you know, read it. They’re not visitors, they’re not clicks, they’re not eyeballs.

They’re real, actual people. And they’re who Google is focusing on.

Google wants to make sure you’re providing high-quality, interesting content to the people using the search engine. To determine whether you are, one of the things they measure is the click-through rate on their search results. If someone clicked your link, it may be good. If they didn’t, it wasn’t compelling enough. If they don’t click it enough times, you get dinged.

So how do you get readers to click the link to your blog post?

By having a descriptive headline that contains the keywords.

That’s it. Nothing fancy. No formulas, no putting the keywords within the first few words of the headline, no cramming it into the body copy a set number of times. That’s not to say that these things don’t work or will get you dropped from Google. They’re still useful, but they’re like looking for pennies when you’re dealing with thousands of dollars.

Your readers want to know what your blog post is about, so you need an informative, useful, and direct headline.

For example, a post I wrote back in May called “What Malcolm Gladwell Really Said About the 10,000 Hour Rule” has been one of the most visited pages on our own blog. And I attribute part of that to the headline I wrote. (I attribute the other part of that to the fact that it’s 5th on Google for the search term “10,000 hour rule,” but that’s not important at the moment.)

This particular post ranks 5th on Google right now. Note my photo next to the result. That’s a result of Google’s rel=”author” tag and AuthorRank.

In this case, it’s the headline that’s important: For one thing, I used the keyword in the headline, so that when anyone searches for it, they immediately know what the post is about. In fact, when you do the search, they will even bold-face the key phrase so it stands out for you a little more.

Don’t Be Clever, Be Descriptive

But the other thing that I did was write a headline that told you exactly what that post was about. We didn’t try to be clever and say something like “Experts vs. Outliers: Who’s Right?” or “Are You An Outlier?” or even “A Rumination on the Meaning of Expertise in a Post-Malcolm Gladwell World.”

None of those headlines would have generated any interest. But by describing what the post is about — what Malcolm Gladwell really said — we were able to grab the interest of people who might have otherwise skipped over the post in search of something else.

Don’t Believe Me? Ask the Expert

We’re big fans of Wil Wheaton Rand Fishkin at SEOMoz, and seize as much of his knowledge as we can. This little tidbit came from his latest Whiteboard Friday video where he talks about the new on page SEO, and what still works, and what doesn’t (hint: everything you were doing in 2010).

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Get Ready For AuthorRank: Set Up Your Google Author Identity

Google AuthorRank is going to become a deciding factor in search engine optimization, as well as personal branding. As we’ve discussed recently, Google seems to be setting itself up to use AuthorRank as a ranking factor, although no one is sure when that will happen. (A couple people I’ve talked to think they already have).

This is the Google Author rich snippet. It tells Google that this collection of letters is “an author,” so it can act accordingly

How do you set up for AuthorRank? Do you have to do anything special? Or is it all done for you?

First, you don’t actually need to do anything for AuthorRank. That’s the name of the signal Google is using, like PageRank. It’s their assessment for your page, or your name. And they’ll most likely keep the actual ranking number a secret.

While you can’t set up your AuthorRank, what you can do is start using the rel=”author” tag in your blog posts so when they launch the algorithm, you’ll be ready.

Here’s what you need to do:

1. Set Up Your Google+ Account

Go to plus.google.com, and log in with your Gmail account. If you’re not using Gmail, you should be.

(If you’re setting up your Gmail for the first time, just remember this is going to be your identity and your legacy email that goes with you wherever you go, even if you move across the country and change cable systems (i.e. and lose your cable-provided email address). So don’t pick something stupid like HotCougar68 as your Gmail address. You’ll kick yourself if you ever have to use your Gmail in a professional manner.)

2. Fill Out Your Google+ Profile

This means filling out everything — past workplaces, education. Everything. Anything that Google could find and associate you with elsewhere.

Your photo needs to be a real photo, not you with a friend, your dog, your kid, or even you as a kid. Remember, this is the photo that will be shown when your name appears in a Google search. So a backlit photo of you standing on the beach at sunset from 200 yards away is not a good idea.

Add your other social network profiles too. Keep in mind that these are public, and anyone who’s looking at them can find you through your Google+ profile. So if you have a secret personal account you don’t want anyone to know about, don’t include it. Otherwise, include as much as you can.

The “Contributor To” box: List every place you provide content for, even if you only do it once in a while.

3. Fill Out the “Contributor To” Section With All Blogs

This is where you tell Google where your work can be found. Your blog(s), your website, anywhere your written content appears. Even if you wrote a guest post for a blog a year or two ago, include it.

4. Include Any Email Addresses Associated With Your “Contributor To” Links

This will help Google+ verify that you really are the author of the pieces you listed on the actual blog. For example, this particular blog post is published on the problogservice.com blog. In order to get Google to recognize that I’m the author, I had to include my problogservice.com email address.

5. Update Your Blog’s Bio With Your rel=”author” Tag

First, copy the URL of your Google+ profile. It may include the word “posts” or “about” at the end. I recommend leaving the word “about,” because that takes people directly to your Google+ profile. The “posts” at the end takes them to your timeline.

You’ll end up with something like this:

https://plus.google.com/u/0/105373352538863833629/about

You can go to Bitly.com to shorten your Google+ URL. That way, you can track whether it got clicked on. And you can even customize it so you know it, and can type it from memory (mine is bit.ly/erik-plus, because I’m a bit of an egotist).

Next, go into your blog’s bio and add the following code:

<a href=”Your Google+ URL” rel=”author”>Your Name</a>

When you’re done, it will look like this:

You just told Google, “I wrote this! And to prove it, I can be found at this Google+ profile.”

Google will then go check, see that you listed this particular blog in your “Contributor To” section, and say “VOILA! We have an Author!” And the circle will be complete.

Then when that particular post shows up in a Google search, it will have your name and smiling face right next to it, so everyone knows it’s yours.

This is my bio from this very blog. Note the rel=”author” tag. We had to use the AuthorSure plugin to get that to stick.

6. WordPress Users Get the AuthorSure Plugin

One thing I don’t like about the self-hosted WordPress platform is that it strips out the rel=”author” tags from the user bios. It doesn’t matter how many times you try, they remove it every time. So download the AuthorSure plugin to your WordPress blog. This will keep the rel=”author”, rel=”me”, and rel=publisher tags intact, and working properly.

7. What Do Those Other rel Tags Mean?

You should use rel=”me” when your name appears in a blog post or article, but you’re not the author. This is especially useful for speaker bios on someone else’s page. When you submit a bio to be published elsewhere, hyperlink your name to your Google+ profile, and use the rel=”me” tag, so Google recognizes that it’s you, but doesn’t think you wrote that particular page.

The rel=”publisher”, according to Google’s Webmaster Help, “. . . tells Google that the Google+ page represents the publisher of the site, and makes your site eligible for Google Direct Connect.” In other words, it’s useful for companies and brands that are publishing their website. Link the company name to its Google+ page.

Summary

Setting up your Google Author profile does two very important things for you:

1) It tells Google who you are, so if you’ve written something that shows up in a search, your name and picture will be highlighted, and will appear next to the entry. That’s great for personal branding.

2) When people do a search, Google assumes your Google+ friends will want to read your stuff. That means, the bigger your Google+ network, the more people Google can/will show your content to.

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Google AuthorRank: A Conundrum for Content Marketers Who Don’t Do Bylines

AuthorRank, Google’s possible new search signal, can have some serious implications for a brand’s content marketing efforts.

And it’s going to create a problem for content managers who don’t believe in publishing author bylines in their websites. Or the ones who don’t want to publish the entire bio at the bottom of a blog post. Those “we succeed or fail as a team; no one is more special than the other” types who learned everything about management from Little League baseball.

If you stick to your guns of never granting bylines, your website’s rankings may suffer. But if you let writers have their credit, you could see big improvements to the posts written by your best writers, because their own AuthorRank will give you a boost.

We’re not sure exactly how AuthorRank will be evaluated, or even when it will be implemented. But according to Eric Schmidt, CEO of Google, there are people who do really, really evil and wrong things on the Internet, and it would be useful if we had strong identity so we could weed them out.”

Conversely, what Schmidt didn’t say, is that if you can weed out the really, really evil and wrong people, you’ll also need to identify which people are as far away from “evil and wrong” as you can get. The farther those people are, the better their content.

And assuming you’ve hired people who way down on the other end of the “evil and wrong” spectrum, your site should get credit for it.

That’s not to say that if you don’t give them credit, your site is evil and wrong. Rather, it’s just one more positive tool that you should be able to take advantage of and use to your benefit.

It means you should let your writers have a byline and link it to their Google+ profile. It means you should encourage them to write about their own not-evil-and-wrong hobbies as much as they want. Let them improve their AuthorRank as much as they can.

It Also Means You Shouldn’t Delete the Work of People Who Leave

There are companies that will delete the blog posts and work of people who have left their company, as if they don’t want to admit those people ever darkened their door.

This may end up being a big mistake for the the former employer.

Think of it this way: At one point, you thought enough of this person to hire them. At one point, you thought they did some excellent work and were really smart, and you wanted to show them off to your clients and visitors, and to gain all kinds of competitive advantages by harnessing their intelligence.

So you published their blog posts under their name, with their bio proudly displayed for everyone to see.

And, if you were forward thinking, you even used the rel=author tag in their bio to help your own SEO efforts.

So why would you undo that once they left the company?

Presumably, they’re going to work for someone else who thinks they’re smart and do excellent work. And they’re going to want to publish that employee’s work on their own site too.

In fact, the more they write and publish, the higher their AuthorRank could rise. And everything they wrote will get some positive Google juice.

Including the stuff on your own website.

Except you deleted it all.

Who knows, this may all lead to a more interesting problem: a wildly popular employee with a stratospheric AuthorRank who decides they don’t want to be associated with your company at all, and demands you remove all of their work.

Don’t laugh, it could happen.

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TV Producers and Network Executives Should Crowdsource Pilots

One of the prevalent images, and yet most annoying, I have of TV land is the producers and network executives who greenlight certain scripts and pilots, and cut others based on their “experience.”

I question the collective wisdom of an industry that gives us “Whitney,” “$#*! My Dad Says,” and “Pregnant In Heels” when they tell us “they know what America wants.”

If you want to find out what people are willing to watch, ask them.

I would love to see a website where pre-screened viewers can log in, watch a pilot, and give feedback on what they liked and didn’t like about the show. If a lot of people hate it, the network will know ahead of time. If a lot of people like it, the network can air it.

This is crowdsourcing at its finest. If you’re going to share something with the crowd, why not let them tell you what they like and don’t like about it. Then, when it’s time to release the final version, it will already be better, because the crowd, the intended audience, has told you what they want.

The benefit of the system is that the networks can determine ahead of time whether to go ahead with a project, rather than create and promote something that turns out to be awful, or avoid bailing on a project that would have been great. People can share their views about the pilot on social media, and get their friends to watch it too, thereby building the buzz for the show before it even airs.

This ends up saving money for the networks, because they’re not selling ads for shitty programs people hate. They’re not constantly canceling or moving programs people actually loved (see Family Guy). And they’re not putting money into programs that no one wanted to see in the first place (see Pregnant In Heels).

What would also be cool is a website that shows old pilots that never made the grade. If nothing else, that lets the public see some of the things we missed, and even see some of the early work done on series that made it later on. More importantly, we get to see what the executives saved us from, or where they really missed the boat.

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You Can’t Escape Being a Writer

I’m always writing.

I don’t mean I’m always sitting in front of a computer, churning out words, although it certainly feels like that.

No, the boon and the curse of being a writer is that you can do it anywhere. Many times, I’ll flesh out a column or a blog post while I’m driving, puttering around the garage, or in the shower. An idea will take hold, and I’ll start fleshing out ideas before I ever get a pen in my hand.

A couple months ago ago, I cited a Lance Mannion blog post (which is still the macho-est name since Dirk Facepunch) who wrote a great article in 2009 about what writing is.

Standing, that’s working. Sitting is working. Pacing is writing. I do my best thinking then. Looking out the window, that’s writing. Brushing your teeth is writing. Anything’s writing,” Rob says. “The hardest writing is showering.’

On the upside, that means that I can be working whenever I’m awake or have a little downtime. On the downside, that means I’m working whenever I’m awake or have a little downtime.

The problem comes when I get a good idea and start fleshing it out, only to forget it later. I usually carry a notebook around with me, but the Indiana State Police frown on people scribbling down notes while they’re driving down the highway.

I’ve also had a great idea that I wrote in my head and then found out that I had already done something just like it a few months earlier (that’s happened more than once).

Or when I’ve just spent the last 6 – 8 hours working, and I just want to relax and shut my brain down for a little while, I can’t stop thinking about new ideas.

So here are a few things I do stop thinking about writing for a while:

  • Keep a pen and paper on my bedside table. When I have an idea just before I drop off to sleep, I write it down.
  • Use Evernote on my mobile phone. I store all my ideas, interesting articles, and notes on my Evernote. And one thing I love about mobile Evernote is that I can record an audio note. When I’m in my car, I just hit the Evernote Audio button, and record the idea. It’s uploaded to Evernote, and it downloads to my laptop the next time I fire it up.
  • Carry a notebook at ALL times: I’m a Moleskine snob and am very picky about my pens — blue Pilot G2 .05mm — and I make sure I have it with me. That way, I’m always ready when inspiration hits.
  • Use a notes app on my iPad. For whatever reason, I’m not a big fan of the standard Notes app on my iPad, so I bought Draft a few days ago, and I’ve been enjoying that. I use it to take notes at sporting events I’m covering, and even use it when I’m watching TV. I also set it up to forward my notes to Evernote (which is also a note taking app, but I couldn’t tell you why I don’t use it instead. Certainly would’ve saved me $2.99).
  • Just write the damn thing: I was trying to enjoy a quiet lunch when this blog post popped into my head. I kept thinking about it and thinking about it until finally I just pulled out my laptop and wrote it. Took me 30 minutes, and now I’m done. Of course, lunch is over and I have to go back to work. . .

The idea behind these strategies is that if I write an idea down, I get it out of my brain where it’s been rattling around. That frees me up to think about other stuff, or at the very least, stop thinking about that idea. I can shut down my mental writing for a while and focus on something else.

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Google’s Changes Makes SEO Harder, Good Content Important

Doug Karr’s SEO Is Dead, Long Live Content talk at Blog Indiana last week was a good lesson in the importance of good content for companies that want to succeed online.

In the past, you could hire SEO firms that would use backlinking strategies, keyword stuffing strategies, and any other black hat or gray hat tactic you could think of. And for several years, they worked great. Spend more money, and the rankings go up. Abandon your SEO company, and your rankings would drop.

Google’s Panda and Penguin updates have all but killed the traditional SEO industry. It’s gotten so bad that small SEO companies have shut down completely, and the big SEO companies have laid off staff members as they retool and redefine themselves.

But the smart companies are retooling themselves into content factories. They finally got the message that they needed to produce words — lots and lots of words — and quit spending so much energy on on-page SEO, page sculpting, and all the other little tricks. Of course, they don’t always produce good content. . .

Why Should You Make Good Content?

Google wants you to make your stuff awesome. They want you to produce good quality content, and they’re not so worried about the old techniques..

This has really helped the social media savvy writers and content producers, because they’re the ones who 1) know how to produce the best content that people want to read, hear, and watch, and 2) they know how to share it to the biggest, but precisely targeted audience.

As Doug said during his talk, “You need to capture the scale of intent for the problems people are trying to solve online and talk to people the way they want to be talked to.”

In other words, speak to the dog, in the language of the dog, about the things that matter to the heart of the dog.

Content Marketing Just Got Harder

This has made marketing more difficult. It is requiring us to turn off Fast Eddie’s Super Fantastic Automatic Marketing Machine, and actually do some old-school marketing, crafted carefully by hand, and done by trained professionals.

It means you can’t automate. You can’t phone it in. You can’t ignore the quality of the writing. You can’t ignore the grammar and punctuation. And you can’t do a half-assed job in your writing.

It means you need to hire people who know how to write good stuff. Who can shoot good video. Who can record interesting podcasts. Who know how to build community online and effectively communicate to them.

It means you have to pay attention to your audience and what they want. You have to know what interests them. You have to know what they want. Basically, you have to listen to them.