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Blogging
                               40 tips in 40 minutes
                                   @portentint



                                                                    portent.com
copyright 2011 Portent, Inc.                           conversationmarketing.com
Write.
Publish.
Observe.
Adjust.
The 1st checklist
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




               Put your blog on your




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
www.mysite.com/blog
                                 blog.mysite.com




                                                                  portent.com
copyright 2011 Portent, Inc.                         conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                            Use a spell checker.




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                    Use WordPress.




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                   Use a
                                   framework.




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
portent.com
copyright 2011 Portent, Inc.   conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Use W3 Total




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                     Install Digg




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57




                           Create a keyword




                                                                                                                                                         portent.com
   copyright 2011 Portent, Inc.                                                                                                             conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Install an XML
                                  sitemap generator.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Use




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
Pubsubhubbub




                                                           portent.com
copyright 2011 Portent, Inc.                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                      Use




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                       Fit the scroll,
                                       not the screen.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
Fit the scroll, not the screen.




                                                                     portent.com
copyright 2011 Portent, Inc.                            conversationmarketing.com
portent.com
copyright 2011 Portent, Inc.   conversationmarketing.com
Search

                               Apple                  Store             Mac                  iPod                 iPhone              iPad                  iTunes            Support




                                       iPod shuffle                 iPod nano                    iPod touch                iPod classic                   Apple TV                Accessories            Download iTunes 10

                                                      Products                                                                                                                                  iTunes and more




                                Compare iPod models.              iPod engraving.                   iOS 4 Update                    iPod everywhere                  Corporate Gifting             Watch the Keynote.
                                Find the one that’s               Free. Only from the               100+ new features.              At home. At work. And            Special pricing on iPod       Steve Jobs unveils the
                                perfect for you.                  Apple Online Store.               Free for iPod touch and         anyplace in between.             models.                       new iPod lineup.
                                                                                                    iPhone.




                                                         Free download. Endless entertainment.
                                         Your music, movies, TV shows, apps, and more. The best way to
                                         follow your favorite artists and friends — and discover the music
                                         they’re talking about, listening to, and downloading. iTunes is
                                         home to everything that entertains you. Learn more




                                          iPod


                                          iPod                                             More iPod                                         iPod Everywhere                             iPod Resources
                                          iPod touch                                       In-Ear Headphones                                 Nike + iPod                                 Download iTunes 10
                                          iPod classic                                     Accessories                                       iPod Car Integration                        iPod in Education
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                                                                                                                                                                                                                                           portent.com
copyright 2011 Portent, Inc.                                                                                                                                                                                                  conversationmarketing.com
                               Shop the Apple Online Store (1-800-MY-APPLE), visit an Apple Retail Store, or find a reseller.                  Apple Info       Site Map    Hot News      RSS Feeds        Contact Us
Practice data-
driven blogging.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                    Build a listening
                                    center.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Use analytics to
                                  find what’s worked.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1




 2




copyright 2011 Portent Interactive
copyright 2011 Portent Interactive
copyright 2011 Portent Interactive
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                     Target opportunity




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1




 2



                                     I’m also excluding
                                     branded terms.




copyright 2011 Portent Interactive
copyright 2011 Portent Interactive
My keyword map:


                                                                       Estimated volume if we
                                                                       get to #1.




                                     Current ranking page, if   Current rank and search
                                     any.                       volume.




copyright 2011 Portent Interactive
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Balance engagement
                                  and opportunity.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Expand your




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
copyright 2011 Portent Interactive
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                             Create hubs.




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
Interlink. Create hubs.


                sniff




How to: Relax
Interlink. Create hubs.


                                           woot!


                        How to: Relax




Relax and live longer                            How to not be like Ian



                                 Relaxation techniques
Interlink. Create hubs.


                                                   woot!


                                How to: Relax



                                                Relax
                        Relax


Relax and live longer           Relax                    How to not be like Ian



                                         Relaxation techniques
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                                Don’t watch
                                                conversions



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
When you write...
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                             Make stumblers




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
Make Stumblers stop.




                                                           portent.com
copyright 2011 Portent, Inc.                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                       Add
                                       personality to



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
sup?
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Scale images first.




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
<img src=”froggy.jpg” height=”250” width=”250”>




                                    oy. this is
                                       very
                                    cramped.
Blogging Best practices: 40 tips in 40 minutes
Blogging Best practices: 40 tips in 40 minutes
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                   Optimize




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
115 kb
18 kb
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                    Avoid




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                 Have a decent 404
                 page.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                                     What the
                                                    hell is that?!




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Reply to




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Don’t reply




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Don’t publish




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Write headlines
                                  for attention.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
How to: Write great headlines




                                                                            portent.com
copyright 2011 Portent, Inc.                                   conversationmarketing.com
How to: Write great headlines
                               5 reader-grabbing headlines




                                                                            portent.com
copyright 2011 Portent, Inc.                                   conversationmarketing.com
How to: Write great headlines
                               5 reader-grabbing headlines
5 headlines grabbier than a Glen Beck rally



                                         i'm wandering in
                                             darkness


                                                                            portent.com
copyright 2011 Portent, Inc.                                   conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Systematically
                                  build relationships.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                                                                                                                                             portent.com
copyright 2011 Portent, Inc.                                                                                                                    conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                     Minimize tags.




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
Conserve link authority.



oh god! the
tag cloud's
gone feral!
Conserve link authority.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                              Limit the archives




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
Conserve link authority.
Conserve link authority.

         January 2010
         2009 (21)
         2008 (21)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                                   Limit ads.




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                                   Limit ads.




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Pick on companies,
                                  not individuals.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Repurpose
                                  content.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                       Have a sense of humor.




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                       Post your
                                       posts.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Measure response
                                  & build a routine.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                       Don’t be afraid
                                       to re-tweet.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
Content curation
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                  Use your listening
                  center.



                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Find stuff you




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Publish it via




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40




                                  Watch how it does.




                                                                                                                              portent.com
   copyright 2011 Portent, Inc.                                                                                  conversationmarketing.com
Write.
Publish.
Observe.
Adjust.
Stalk me

         @portentint
        portent.com
      ian@portent.com
conversationmarketing.com
                                            portent.com
copyright 2011 Portent, Inc.   conversationmarketing.com

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Blogging Best practices: 40 tips in 40 minutes

  • 1. Blogging 40 tips in 40 minutes @portentint portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 4. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Put your blog on your portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 5. www.mysite.com/blog blog.mysite.com portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 6. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use a spell checker. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 7. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use WordPress. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 8. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use a framework. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 9. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 10. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use W3 Total portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 11. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Install Digg portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 12. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 Create a keyword portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 13. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Install an XML sitemap generator. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 14. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 15. Pubsubhubbub portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 16. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 17. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Fit the scroll, not the screen. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 18. Fit the scroll, not the screen. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 19. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 20. Search Apple Store Mac iPod iPhone iPad iTunes Support iPod shuffle iPod nano iPod touch iPod classic Apple TV Accessories Download iTunes 10 Products iTunes and more Compare iPod models. iPod engraving. iOS 4 Update iPod everywhere Corporate Gifting Watch the Keynote. Find the one that’s Free. Only from the 100+ new features. At home. At work. And Special pricing on iPod Steve Jobs unveils the perfect for you. Apple Online Store. Free for iPod touch and anyplace in between. models. new iPod lineup. iPhone. Free download. Endless entertainment. Your music, movies, TV shows, apps, and more. The best way to follow your favorite artists and friends — and discover the music they’re talking about, listening to, and downloading. iTunes is home to everything that entertains you. Learn more iPod iPod More iPod iPod Everywhere iPod Resources iPod touch In-Ear Headphones Nike + iPod Download iTunes 10 iPod classic Accessories iPod Car Integration iPod in Education iPod nano Apple TV iPod Tours iPod Support iPod shuffle Corporate Gifting Accessibility (PRODUCT) RED Compare iPod Models portent.com copyright 2011 Portent, Inc. conversationmarketing.com Shop the Apple Online Store (1-800-MY-APPLE), visit an Apple Retail Store, or find a reseller. Apple Info Site Map Hot News RSS Feeds Contact Us
  • 22. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Build a listening center. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 23. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 24. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use analytics to find what’s worked. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 25. 1 2 copyright 2011 Portent Interactive
  • 26. copyright 2011 Portent Interactive
  • 27. copyright 2011 Portent Interactive
  • 28. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Target opportunity portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 29. 1 2 I’m also excluding branded terms. copyright 2011 Portent Interactive
  • 30. copyright 2011 Portent Interactive
  • 31. My keyword map: Estimated volume if we get to #1. Current ranking page, if Current rank and search any. volume. copyright 2011 Portent Interactive
  • 32. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Balance engagement and opportunity. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 33. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Expand your portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 34. copyright 2011 Portent Interactive
  • 35. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Create hubs. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 36. Interlink. Create hubs. sniff How to: Relax
  • 37. Interlink. Create hubs. woot! How to: Relax Relax and live longer How to not be like Ian Relaxation techniques
  • 38. Interlink. Create hubs. woot! How to: Relax Relax Relax Relax and live longer Relax How to not be like Ian Relaxation techniques
  • 39. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Don’t watch conversions portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 41. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Make stumblers portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 42. Make Stumblers stop. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 43. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Add personality to portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 44. sup?
  • 45. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Scale images first. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 46. <img src=”froggy.jpg” height=”250” width=”250”> oy. this is very cramped.
  • 49. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Optimize portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 51. 18 kb
  • 52. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Avoid portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 53. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Have a decent 404 page. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 54. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 What the hell is that?! portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 55. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Reply to portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 56. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Don’t reply portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 57. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Don’t publish portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 58. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Write headlines for attention. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 59. How to: Write great headlines portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 60. How to: Write great headlines 5 reader-grabbing headlines portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 61. How to: Write great headlines 5 reader-grabbing headlines 5 headlines grabbier than a Glen Beck rally i'm wandering in darkness portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 62. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Systematically build relationships. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 63. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 64. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Minimize tags. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 65. Conserve link authority. oh god! the tag cloud's gone feral!
  • 67. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Limit the archives portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 69. Conserve link authority. January 2010 2009 (21) 2008 (21)
  • 70. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Limit ads. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 71. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Limit ads. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 72. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Pick on companies, not individuals. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 73. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Repurpose content. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 74. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Have a sense of humor. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 75. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Post your posts. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 76. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Measure response & build a routine. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 77. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Don’t be afraid to re-tweet. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 79. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Use your listening center. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 80. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Find stuff you portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 81. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Publish it via portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 82. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 Watch how it does. portent.com copyright 2011 Portent, Inc. conversationmarketing.com
  • 84. Stalk me @portentint portent.com ian@portent.com conversationmarketing.com portent.com copyright 2011 Portent, Inc. conversationmarketing.com

Hinweis der Redaktion

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  15. If you use WordPress, there&amp;#x2019;s a plugin. If not, but you use Feedburner, you can just turn on the &amp;#x2018;Pingshot&amp;#x2019; option. Or you can install it yourself, if that makes you feel special.\n
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  18. Make sure that each section of your post fits in an average browser window, though. If you look at this one you&amp;#x2019;ll see that each of the numbered items at least comes close to a decent fit. I&amp;#x2019;ve tested, and breaking up a page this way can boost time-on-page by 40%+.\n
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  36. One lonely page.\n
  37. Don&amp;#x2019;t just write one blog post. Write series. Write connected/related posts.\n
  38. Don&amp;#x2019;t just write one blog post. Write series. Write connected/related posts.\n
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  42. Easiest way to do that is with a great image. And not just an image - you need to do something with it. Don&amp;#x2019;t rely on stock photography to make a Stumbler pause.\n
  43. \n
  44. Plugins for WordPress.\n
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  46. You also need to resize images in a photo editor, not using the height and width attribute.\n\nI see many cases where an image that&amp;#x2019;s 300 x 300 pixels (dots) on a page is actually a 600 x 600 pixel image that&amp;#x2019;s been scaled in the HTML itself.\n\nYour content management system probably lets you scale images by a % or specific dimensions when you insert them into your articles. But most of those systems don&amp;#x2019;t actually resize the image - they don&amp;#x2019;t take the original file, smush it down, and then save that as a new, smaller file. Instead, they wedge the original file into a smaller space by using some code: The height and width attributes of the IMG element. I won&amp;#x2019;t nerd out about it - you can look that up if you need to.\n\nWhen that happens, the page still delivers the humungous image file. Visiting browsers and search engines have to take the time to download an image that&amp;#x2019;s larger than necessary in both dimensions and file size. \n\nAnd, visiting search engines can&amp;#x2019;t properly classify the image. Google and other engines classify images by dimension. If you scale your images in the HTML code, you&amp;#x2019;re forcing the search engines to take an extra step. Why do that? Don&amp;#x2019;t!\n
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  50. First, if you are responsible for formatting your images, compress them! Look at this image.\n
  51. Then look at this one. It&amp;#x2019;s 18 kb. Almost 1/4 the size. It&amp;#x2019;ll load faster, which means more people will use it (because they don&amp;#x2019;t have to wait). It also means search engines are more likely to index the image.\n\nThis isn&amp;#x2019;t really part of fully descriptive or properly classified, but it aids in both. Slow loading images don&amp;#x2019;t perform as well in the rankings, and they sure don&amp;#x2019;t get as much love from your readers.\n
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  59. This isn&amp;#x2019;t a bad little headline. It&amp;#x2019;s clear. It&amp;#x2019;s got &amp;#x2018;how to&amp;#x2019; to get things moving. \n
  60. This is better. It implies grabbing. Grabby marketing must be better, right?\n
  61. Ah - HAH. This one&amp;#x2019;s better. It draws a connection between the topic and something that&amp;#x2019;s on folks&amp;#x2019; minds. An old, old advertising trick.\n
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  63. I keep a record of blogs and sites where I need to regularly participate. And I use a CRM tool to keep track of who I should contact when. \n
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  65. The tag cloud - omg.\n
  66. The tag cloud - omg.\n
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  68. Don&amp;#x2019;t put stupid links on every page.\n
  69. Don&amp;#x2019;t put stupid links on every page.\n
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