The thing is though, often they don’t even realize this is the case because when they view their websites it is often the result of using a bookmark or entering the URL directly. They are looking at their websites through tunnel-vision.

This is rarely how their clients, prospects, customers, competitors, potential JV partners and consumers search for them.

Printers and Ice Cream

Here is an example. Today I searched for “best laser printer” expecting to see the major manufacturers appear on page one of the results in Google – each fighting for the coveted number one spot. What I found though were a lot of review sites, technology ezines, and online shops. It wasn’t until I got to the bottom of page 2 that I found Xerox Canada, and, like most people, I stopped searching at page 5 – with no other manufacturer in sight.

So I decided to look at “ice cream”, again expecting one of the multinationals in the market to be sitting at number one. Instead Wikipedia is there which many might accept as reasonable, but at number two is a men’s clothing line! Ben & Jerrys (a Unilever company) finally waves a corporate flag at number 3.

Is it that HP, Canon, Unilever and Haagen-Dazs – and so many other corporates – don’t see the need to rank number one in their niches? And is this the result of corporate arrogance, or ignorance?

Even at the local level, businesses need to be aware of how their clients and prospects are searching for them. When I searched for “xxx(my town) supermarket” I found directory listings in the first few pages – not one of the retail giants that have market share in this locality appeared.

In an area that relies heavily on the tourist dollar, it seems inconceivable that those retailers are not targeting such a simple keyword (and do the same for each of their locations nationally). Their failure to do so creates an amazing opportunity for a smaller store to target that keyword, to go through the relatively inexpensive exercise of dominating it – and bank those tourist dollars.

And with the growing number of savvy SEO (search engine optimization) consultants targeting clients with just this potential, it WILL happen.

The SEO Content Gap

What I’ve found, and helped many of my clients overcome, is that while corporate websites may look professional and comprehensive, when it comes to their key terms with the search engines, they are wearing an invisibility cloak.

Their websites often give great exposure for their business and product names, but by focusing on these alone, they are leaving the door open for those very savvy niche marketers to dominate the search engine results for niche terms.

The good news is that because their sites are sound, it may be only take a few months to turn the situation around.

Corporate SEO Content

Some of the strategies that I implement for my corporate clients include:

• The creation of keyword focused content, that is constructed in a way that search engines love, which they add to their websites, on a consistent, regular basis. This content should not be confused with the static websites pages though; they are specially crafted articles, which need not necessarily appear in the website menu, but exist in an ‘articles’ section.

They do not need to be created by public relations professionals or journalists – they DO need to be written by an SEO content specialist. Their purpose is to wave a virtual flag that says “look at me” at the search engines like Google

• Leveraging these articles in ways that improve the search engine optimization of their websites, including publishing these to article directories and networks and bookmarking them.

Very rarely are corporate marketing departments or website designers skilled in SEO content creation, which is one reason why the importance of ranking for niche keywords is falling through the cracks.

Developing a program of regular SEO content creation will go a long way to improving corporate online visibility in an era when online search has become the first option for consumers looking for goods and services.

Why not make a list of some of the terms that you believe people use to find your company, and enter these into a Google search box? If you don’t like the results that are returned, then the time to take action is yesterday.

>> Enquire about my corporate SEO content programs.

When I receive unsolicited testimonials whether in video or in text, it is just the best feeling.  Having recommendations broadcast to the world via Podcasts, however, has added excitement.

In the past, several of my long-term clients have acknowledged my services in webinars and podcasts, for which I am extremely grateful. But yesterday, a new client, who was so impressed with the immediate results from a press release I prepared for him, shared those results with the world.

Luke and BoatsPlus

Several weeks ago I was contacted by a new client, Luke Moulton, who wanted an SEO press release created to announce a new classifieds service that he’d added to an established website, BoatsPlus.com.au

There are several big players in the boating niche, all of which are affiliated with newspapers or magazines – with the associated financial backing. Naturally Luke, an experienced internet marketer and small business specialist, wanted his website ranking well with the search engines in order to compete with the big guys.

Luke is rather happy with the 10,000 backlinks (so far!) he has received from our press release, and shared the process with the tens of thousands of people who subscribe to the Small Business Big Marketing Podcasts.

>>View The Release<<

The Podcast

In the podcast Luke Moulton and Tim Reid discuss some recent projects and strategies in small business marketing, with some nice tips thrown into the mix.  I recommend you listen to the whole podcast, and to take note of the press release discussion at about the 20 minute mark.

>>Find the link here<<

Few could argue that fledgling sites take time to gather followers, and blog post with out reader feedback can look very lonely.  So in the time that it takes to establish a site and attract followers, my team and I will give your blog some SEO commenting love.

Don’t be mistaken though, I am not offering to post useless one-line irrelevant comments to your site.  They will be unique, relevant and worthwhile, designed to stimulate responses and more conversation.

More information about this confidential service is available on the Blog Post Comments page

“When asked to write Online SEO Press Releases for clients, I always ask for some specific information – much of which would apply to all types of written content:

• Keyword – for obvious reasons
• Credible sources for more for more information – to be sure the information I draw upon is accurate
• Competitor websites – so I can see what they are doing, and how we can get an edge

However, what IS different about SEO Press Releases – when using a premium distribution service – is that the material submitted to them has to have an element of News. Talking about the feature/benefits of a product or service is not ‘News’, but announcing a new breakthrough, new technique, new CEO, new direction etc is.

So, how do you ‘create’ News?

Here are some examples I’ve used recently to write a News item for SEO purposes that is acceptable to PRWeb – where my client did not really have any news.

1. Traffic Management: Company provides sign and staff (Stop/Slow), detours, bollards etc and creates traffic management plans. No news. I researched industry-related news in the target geographical area and found a new report that had been launched in recent months that changed many of the regulations. So it was the ‘announcement’ of this report that became the news, and my client’s opinions and adherence to the new rules that became the main story. Target keywords included in the headline and hyperlinked in the body.

2. Consulting: Client had put a free report on his site months ago – so we decided to ‘launch’ it via an online press release. Its ‘release’ was the news.

So, when you think about writing a release (or asking me to write one for you!) think outside the box a little and you will come up with something newsworthy – look to your industry and make a comment (but bear in mind that it will be ‘on the record’ for years to come!)

Consider how the words “announces”, “announced”, “revealed”, “launched”, “exposed”, “endorses”, “released” can be used in your headline, and be continued through the message.

Of course, if you are using some of the auto-approval free release sites, there is not the same strict requirement for news.

Food for thought!”

Excellent service providers and consultants work really hard to provide the very best to their clients, and this doesn’t just happen by accident.

Particularly in the case of new clients, where no prior relationship exists, it is really important for both parties to have a clear idea about the expected outcome of a project. By clearly spelling out what is required, how it is to be accomplished and when it will be completed are the basics, but the type of project will dictate other requirements and outcomes.

First “The Brief”

As a service provider of written SEO content, several years ago I designed a simple “Brief” (a .doc file) that I asked my clients to complete. This was adequate when I delivered mainly articles. However these days my services encompass lots of different types of written content for SEO – from press releases, PDFs for document sharing sites, and 100 word blog blasts for blog networks. And I have no doubt that in an environment as dynamic as internet marketing, these services will continue to grow as the opportunities are identified.

But that isn’t the only thing that has changed. As more sophisticated keyword tools like Market Samurai come onto the market, so too is the ability for internet marketers to laser-target their buying prospects with the right keywords.

Now “The Questionnaire”

In order to gather the information I need to assess and price a project, I now ask prospective clients to complete a Questionnaire. I use the services of Survey Monkey (not an affiliate link!) for this, rather than having a multi-page “Brief”. Reason? It allows people to skip past any sections that relate to services that are not required, and it prevents them from skipping past any vital information e.g. like their contact details and keywords.

This questionnaire has other benefits.

• Firstly, it puts before clients options ‘beyond the article’ that they may not have considered. I very rarely these days have clients request, say, 10 articles. More likely it will be 10 articles, 20 x 100 word blog blasts and a press release. Not an upsell exactly, but the presentation of options that some may not have known existed.
• Secondly, the questionnaire forces clients to think in more depth about their project. It is surprising how many do not know what keywords they wish to target, nor who their online competitors are.
• Lastly, and perhaps most importantly, the questionnaire will clearly show what services are being requested, and the invoice that I generate in response to the survey will itemize these. Once I receive payment, the contract is active. There is no question of lowering prices, failure to pay, or asking to do extra work outside of that contract. (Note, however there is always the flexibility to add to the project!)

Using Skype For Some One on One

If the project appears to be complex, of if a new client would like the comfort of a chat in order to clarify things, Skype is a wonderful tool. It is possible to record your call, but for my projects, I prefer to take notes and send an email to the client that summarizes the discussion. Clarity and transparency ensures we are all on the same page.

So, that’s what I do. How do you find out what your client REALLY wants?

I am often asked by clients to write SEO articles for their websites – something I enjoy immensely. Original articles are a great way to add quality content to your websites – when they are relevant, with correct keyword placement – search engines love them.

Once you have posted them to your site, you can then submit them, or variations of them to directories and networks. You can repurpose them into various Web 2.0 incarnations like Squidoo lenses or Hubs on HubPages.

On niche or affiliate blogs, they can make up the bulk of your content as posts.

Website Pages Are Different

Articles, however, should not be confused with authority website pages e.g. your static landing page (Home), Product or Services Pages, About, Privacy Policy etc.

To write the copy for these pages takes considerably more time and research in order to get the content just right. The style of writing is different, more informative and authoritative. It is usually designed to instill confidence in the visitor – to detail your bona fides, and professionalism.

Articles That Support Website Copy

Many of my internet marketing clients, once I’ve created their SEO website copy, will then request a package of SEO articles to support each page.  Often they will have a “/articles” or “/blog” section on their website, sometimes visible to readers, sometimes not – but always visible to the search engines.

They will then add these articles to directories like ezinearticles.com or goarticles.com, or to article networks – all linking back to different pages on their websites.

Understanding The Difference Helps

When briefing an outsourcer who is experienced in SEO, it is vital that you both understand the purpose of the content you are wanting.  If you have an authority site where you want copy that relates specifically to your business, products or services, to be used as informative website pages – be very clear about it.

If you ask for SEO articles instead, then you are sure to be disappointed with the result.

For most affiliate marketers, quality SEO articles will likely be all that you need to attract search engine love, but when you are looking for corporate or personal branding, you need to invest in a little more.

By ensuring that you write, or have written for you, really good articles (with correct grammar, spelling and keyword placement), you have what it takes to be able to make them go a long way.

You can use each and every one as the ‘bones’ for:

• Forum posts
• Blog posts (your blogs as well as comments on other people’s)
• Squidoo lenses
• Hub Pages
• eHow pages, and so on

By having a good article to start with, you won’t have to start from scratch for each piece of SEO Content.

Here are some tips:

1. Note down the key points in the article. If there are several, each can be the subject of a blog post.

2. When converting articles to shorter blog posts, for use with link generating services or blog networks, use each of key points as separate posts, ensuring that your keyword stays in each title and is hyperlinked in the body.

3. If problems are solved in the article, for example “Best way to…..?”, use these as threads to start in forum posts “How to…”. Make it interesting and valuable enough so that you can add a response where warranted. This is really useful when the forum allows you to have links in your sig file. As well……. you might get some feedback by others in the forum (for future articles on the topic!) in this way.

(And I don’t mean THIS forum! Forums whose members are really focused on your niche e.g. fitness, finance, wrinkles – they really crave solutions.)

4. After you have isolated the key points in the article – repeat the process with your next article on the same topic. THEN you probably have the material needed to create a whole new article that might be “Top 5 Reasons Why…”, “Top 10 ways to…..”, or “7 Things You Should Know About….”

Avoid

1. Trying to rework material that is barely readable to begin with – its hard, and a waste of time. Its easier to write a new article than rewrite a poorly written one.

2. Changing a few sentences here and there and hoping for the best – you can expect the worst.

3. Blatantly ‘pitching’ in forum posts.

4. Devaluing your own ‘authority’ blog by adding reworked material that you’ve already used.

If you have previously written articles or blog posts, why not give them a makeover, and get some more mileage out them.

Article marketing can be a lot more that simply getting an article published!