It was time for a change. Difficult change, I assure you.
Imagine the blow to my heart, my mind and my Blah, Blah, Blah brand when I learned that it is very difficult, practically unheard of, for my site to rank on the first, or even second, page of search engine results.
Why? Because of the “dot .us” url. I could optimize all I wanted for certain keyword phrases, but the odds of being found by anyone who didn’t already know how to find me were nil, because of what came after the “dot.”
Finding a New “Dot Com” for BlahBlahBlah.us
With BlahBlahBlah.com already owned by Conde Naste Publishing, I had to think of a “dot com” address that would reflect my business, and, ideally, be a phrase that has measurable search volume each month. My business has always been about helping people make their message stand out, be different and get results. Blah, Blah, Blah’s tag line is Less ordinary, more effective.
More effective what? I asked myself. More effective communication, that’s what.
Fear not, my loyal tribe. Blah Blah Blah is still the name of my company, with a new logo. (Thank you, Ron Morris of FiftyX.com.)
Lessons Learned the Easy Way
Enter Heather Lutze of Findability.com and her in-depth, interactive webinar series for making your business findable online. (Which does NOT require changing your url or completely revamping your site. Again, for me, it was time.)
One of the biggest AHA’s! I had in this process was that my old website was essentially an online brochure for people who knew exactly what they were looking for–as long as what they were looking for was Me.
What about the 880 people who Google the phrase “effective marketing,” or the 860 who search for information on “effective presentations” every month? The 110 who want to “get a point across” and those 70 or so googlers looking for “sales presentation training”? Perhaps I can help them? Perhaps not?
There’s only one way to know.
They have to be able to find what I have to say about what they want to know. They have to be able to find my content. Which they couldn’t do on my old website.
Oh, they could find plenty of information about me and my speaking topics. (And you still can. It’s under the For Meeting Planners link above.) But the people googling those other keyword phrases are not necessarily looking for a speaker, trainer or consultant, Heather pointed out. Not yet, anyway.
They’re looking for information, content, do’s and don’ts, pitfalls and pointers. They’re looking for ideas, answers and solutions. This here new website provides plenty, with more to come. Plus, if you haven’t noticed the colorful boxes on the right, I provide several ways they (and even you) can reach out and explore whether and how I might be of further help.
The hardest part
Once I created my site map around the keywords that would attract the visitors I can serve best, I had to create those pages. And by “create,” I mean, “apply Heather’s THBLI formula to make sure that the page Title, Headline, Body copy, Links and Images all include keywords in the right places, repeated a sufficient number of times to satisfy Google’s ever changing algorithms.”
Without sounding like a robot.
How do I use “AIDA principle,” for instance, in the headline, first sentence, last sentence and then sprinkled throughout 700 words on the page and still sound like me? By turning it into a creative copywriting game. A game that generated more free downloads (good for you) and makes content creation kind of fun for me.
Which is also good for you, because that means there’s more to come. Subscribe in the green box at the top to be the first to know.