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I’ve answered questions about so-called “search engine optimization” about a thousand times in the past few years, but I don’t mind saying it one more time:

In the world of SEO, the most important things happen off the page, not on it.

I’ll probably get a ton of people telling me that optimizing pages is really important, and that you have to have keyword density in titles, opening paragraphs, headers, etc etc and so on. Listen, I’m not here to tell you that all that optimization stuff is bad, it just plainly contradicts the Pareto Principle.

In other words, most of the world’s SEO “experts” spend 80% of their time on the 20% that matters. They ain’t moving the needle. What I want you to come away with is that you have to get people to link to you, and not only that, but link to you with specific keywords in the link text. And not just anyone–big, important people with well-trafficked sites. And not only that but you have to keep getting lots of traffic, which means that you have to keep publishing interesting stuff.

In other words, you have to stop thinking like an advertiser (in which your transactional process with creativity involves shelling out dollars for promotional exposure) and start thinking like a publisher of viable, trust-building, credibility-creating content. It means understanding your audience and their pain points. It means coming up with a topic universe. It means having set goals for which topics and keywords to “own” out there. It means publishing link-worthy information, and building traffic to those pages.

Because once you have that attention, you can make all kinds of other great things happen: like lead generation, direct sales, and the like.

So…. we understand that this kind of thing takes time, patience, and expertise. We know that you’ve got 500 things going on, and oh yeah, a round of cuts to your marketing staff and budgets. We’re here to help you with all that. You can engage us to help you create the kind of powerful materials that will raise your search engine visibility; attract traffic, leads, and sales; and generally, transform your reputation from me-too marketer into a purveyor of valuable, empowering, and educational materials.

We charge $2500 for helping you put together an efficient, effective program. Here’s what it all entails:

1. We get together and start figuring out topics of interest to your audience and how we can turn those ideas into linkbait. We go away for a few day and then present you with some ideas for going forward, some of which you’ll love, some of which you’ll hate or be neutral about.
2. We write the link bait and send it to you for review and editing.
3. You publish our stuff on your blog or site based on your other promotional needs–for example, in conjunction with a webinar, white paper, or trade show.
4. We craft some customized emails to web site operators and bloggers whose visitors might benefit from the linkbait. We tell them about the new content in hopes that they share with their readers.
5. We post and/or submit the content to several social bookmarking and tagging sites, in an effort to help the pieces go viral.
6. We also submit the pieces to influential media (business journals, trade publications, etc) who might deem the piece worthy of attention.
7. Ten days after we release the content, we compile and deliver a report of links and references the link bait has received.

If this sounds like something you want to try, contact us.

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