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DuctTapeMarketing.com
July 10, 2007
In this issue:
Resource #1
- Magnificent Marketing Materials Teleseminar-
NEW
Resource #2
- Jott - a handy little note sending tool
Main Article
- How to Use Keyword Research to Generate Web Traffic
Resource
#3 - Duct
Tape Marketing the Book!
Free Magazine -
Free subscription to PRWeek Magazine
Further Reading -
Surrounded by Geniuses - Dr. Alan Gregerman
Featured Listening -
Handel: Julius Caesar -
Beverly Sills
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Tape Marketing Forum
Coming Soon - Duct Tape Marketing Resource Directory
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I've completely
Featured Resource #1
How to Create
Magnificent Marketing Materials -
New Teleseminar
Program
 Join me for a new teleseminar series aimed at helping you create educational
marketing materials - the 3 session teleseminar training includes workbooks,
examples, and audio recordings of each session. The program session are July
25, Aug 1, and Aug 8 - all Noon Central -
sign-up today
-
July 25 - Your Marketing Kit
Content
-
Aug 1 - Your Core Marketing
Story
-
Aug 8 - Case Studies and
Testimonials
Featured Resource #2 -
jott messaging system
 I’ve
been playing around with a new service called
jott. Jott allows you to use your
cell phone much like the tape recorder above, but it does some other
very useful things.
Once you create an account, you can call a
number and rattle off all manner of things and automatically they show
up in your email inbox transcribed. So, you’re sitting in the back of a
cab and you get a great idea, boom, send it via your phone. I can’t tell
you how many times I’ve had an idea for a blog post when I’m out and
about and this would be a great way to capture it in the moment. In
fact, you could actually write posts on the fly with this service and
then just cut and paste later.
Jott also allows you to create groups. If
you have an entire list of people you often need to communicate with you
can set the group up and then make one call to your account and everyone
on the list gets a text message of whatever you speak into your phone. I
can see using this with clients to send a recap of a meeting.
Featured Article
How to Create Web Traffic
Using Keyword Research
Building your
web page content around specific keyword phrases is a must
 In
order to generate free organic search results for your website you must
invest some time in keyword research and creating keyword rich content.
Keyword content means content organized around the precise search terms that
your target market is using to find websites and business like yours -
locally and globally.
There are many
Internet-based research tools that can provide insight into the most
frequently searched terms along with other data such as the competitive
nature of the terms. These tools can help you determine the highly searched
terms as well as search terms for which you might stand a fair chance
achieving a ranking.
In short, the more generic
the term, the less likely you will be able to rank well. The competition is
just too stiff. From a true prospect’s point of view, the more specific the
search term, the more qualified the prospect.
A person searching for a car
might use any one of these terms:
The more specific the
search, the more likely it is that surfers will find web pages that offer
what they are truly seeking.
Keyword research tools
The following online tools
are very useful to help you create and refine your keywords for your website
By thoroughly researching
the important keywords and phrases for your market before you ever design
your website, you may gain some real clarity in the most effective way to
lay out your entire site to more effectively generate higher search engine
rankings.
It’s important that you take
a realistic approach to your keyword research. You simply can’t compete for
most highly competitive search phrases or generic industry terms, so aim for
a larger list of less obvious terms. If you can collect top 10 search
placement for a handful of lesser searched, but more specific terms, you may
actually be better off in terms of the quality of the traffic you can
generate.
Once you develop a list of
keyword phrases you intend to build your content around, you can create
entire pages with the goal of ranking highly for specific search terms. This
type of high-quality, search engine-friendly content is one of the most
effective search engine optimization practices available.
In the logs
Another often overlooked
place to find good keywords is in the data that your website is already
collecting in something called server logs. Most web hosting companies can
provide you with your site’s visitor statistics, including the search terms
visitors most often use to find your site. Your keyword strategy may involve
making some minor changes that can improve your ranking for those terms.
Google is currently offering
a very powerful tool that allows you to learn a great deal about the traffic
coming to your site. The tool is called Google Analytics :
http://www.google.com/analytics/sign_up.html
What
to do with your keywords
Now that you have a list of
keyword phrases that you want to use to build traffic to your website, you
can work on creating search engine-friendly pages built on those phrases
The following elements on
each web page should include your keyword phrase
-
Title – Use your
phrase in the title
<title>Small
Business Marketing Ideas and Strategies</title>
-
Headlines – Add
the phrase in an H1 tag
-
Anchor Text –
Include it in the highlighted link text (Don’t say “click here”!
-
Body Text – Use
some variation of your term in the beginning and again at the end of
your body text.
-
Bold, italic and
lists – Special-emphasis characters get more weight, so bold,
italicize and bullet your keyword phrase.
Human eyes are going to be
reading these pages too, so it’s important that while your keyword phrase
appears in each element, your content must still read well. It’s a bit of an
art. Work the phrases in and then edit for clarity.
More is not more, though.
Use your keyword phrases as described above, but don’t think that simply
filling a page up with your keyword phrase will produce better results.
Related article -
Simple RSS Tricks
. ~ ~ ~
 John Jantsch is a veteran marketing coach, award winning blogger and author of
Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide
published by Thomas Nelson.
He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting
http://www.ducttapemarketing.com
You may reprint this article in its entirety if you attribute the article to John Jantsch and include the information about the author above.
Featured Resource #3
 Duct
Tape Marketing - The World's Most Practical Small Business Marketing Guide
-
foreword by Michael Gerber, author of the E-Myth, afterword by
Guy Kawasaki, author of Art of the Start - Hardcover, 304 Pages, Nelson
Business.
Check out the
book
"John Jantsch has provided small
businesses with the perfect perspective for maximizing all marketing
activities - offline and on. Jantsch has the plan to help you thrive in the
world of business today. Read it, all your competitors will.
--John Battelle, cofounding editor of Wired and author of
The Search: How Google and Its Rivals Rewrote the Rules of Business and
Transformed Our Culture
Featured Reading
Surrounded by Geniuses
- Dr. Alan Gregerman
The subtitle to this book heralds the act of unlocking the brilliance in
yourself - I'm so drawn to that idea that we keep giant shades to hide our
brilliance like it's some kind of modest act. We were all made to shine and
when we do, we show others it's a great thing to do (paraphrased from Nelson
Mandella)
This book has some great ideas
drawn from well known stories about looking for and finding new ways to
approach your business. It's an inspirational read.
Featured Listening
Handel: Julius Caesar -
Beverly Sills
Beverly Sills, America’s best known opera soprano, died yesterday and I was
struck by a quote she made during a past New York Times interview.
“I always had a theory that people became a superstar because they could do
one thing better than anybody else in the world,” she said. “I think there
was an aria in Julius Caesar called ‘Se Pieta,’ and I used to think I sung
that aria better than anybody.”
I love that notion - now think about your business. What one thing can you
claim to do better than your competition, better than anyone else in the
world. You’ve probably got to shed trying to be all things and strip your
business down to doing just one thing better than anyone else.
You got to own one opera album for that time you feel like singing Italian.
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Featured Resource - The Duct Tape Marketing Workshops - Does Your
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Resource - Get Local Search Engine Traffic
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More
Blog Lightning - How To Create and Promote Your
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