SEO BASICS: How to get my content found by more people

SEO BASICS: How to get my content found by more people

The term SEO (search engine optimization) seems to still be so mysterious to folks and I want to clear this up. Many people want to know how to get more eyeballs to their website and blog content, so if you’ve wondered the same thing… let’s chat. If you are an expert in SEO, plug your ears and look away because I am going to use examples and SEO basic terms that will have you shaking your head.

First, SEO is not mystical, and it is not even the job for some guy sitting in a dark basement desk wearing a hoodie. It is something you should understand and be doing every day…or at least frequently if you want your content found by more people.

Whenever you add or tweak content on your website (including blog posts) you are potentially optimizing the site for Google and other “search engines” to find it. Optimizing it means you are adding content that will be helpful to people who are searching for it, you are making sure it is relevant to the person searching, and you are making it easy to consume by adding paragraph headers and formatting it for people to find the information they seek.

Here are 7 things you can do to become your own SEO expert (or at least apprentice):

Create content people actually want.

Before you write a new post, ask yourself if people are really searching for this answer…I mean like when I go searching for chocolate in my pantry and I am moving cans and boxes around. Are people going to Google and typing in, “How can I _____” with your topic in the blank?  When you type that question in Google, what comes up? Are there loads of posts out there already? Can you put a unique spin on it or add to this body of knowledge to provide a more niche answer?

Too often we create mamby-pamby oatmeal content. Bland. Boring. Useless. And I’m right there in the bowl with you. I find that after a few months I start slipping from the edge right back into the cushy middle. It takes a lot of work to stay in your zone of genius. In digital marketing, there is a ton of content out there, so if I can’t put my own personality or spin on content, it’s just another bowl of mediocre oats.

Provide great information, not a marketing brochure.

Google wants you to create content for the users who are searching for helpful information, not just a page that has nice marketing slogans and pithy facts about your brand. Go look at a couple of pages right now on your website. If you were a potential customer who had questions or problems they were trying to solve, would your page give them the answers or just tell them about YOU?

Think of the keywords BEFORE you begin writing

You have to write for humans, not for Google bots. That means you have to think of the question or problem your reader has, write it down. Now ask yourself, what is the main word or couple of words in that problem or question.


Question a reader has: How to set up the perfect podcast studio?

Possible Keywords: Set up podcast studio

Alternative 1: Set up professional podcast studio

Alternative 2: Set up video recording studio

While writing the post (or outlining what you are going to say in video or audio content), be sure to use the keywords and phrases throughout. Do it naturally. Don’t write, “To set up a podcast studio you will want to use equipment for a professional podcast studio. There will be microphones in a video and podcast studio …” You get the picture.

I tell our clients often to write down the top 10 FAQs people have about their industry and their specific business. Now write a blog post and create short video pieces that answer each one using the keywords and phrases from those questions. That is optimized content.

Download our “GUIDE FOR PLANNING BETTER BLOG POSTS” to help you plan your content for better SEO.

Planning better blog posts for SEO

Quit using jargon and write content people will know what to do with

So often people write content as if they’re writing textbooks or worse, technical manuals. Dry and complicated copy often does not absorb. If you use terms and acronyms, even terms you assume everyone knows, explain it the first time you use it. You can go back to acronyms from that point on.

Will your content have the answer they came for or just more questions? Make sure when you’re your reader finishes, they say, “Ahhh refreshing! Just what I was trying to understand.”

Make it long enough to be helpful.

While I hear everything from “Make your blog posts 400-800 words” to “Google likes posts that are 1,500-2,000 words”, the key is to make sure there’s enough meat on the bones of a post that the reader gets their answers. If your post is only a couple paragraphs long and just covers a topic at a high level, your reader may feel they wasted their time clicking over and leave frustrated asking, “Where’s the Beef?”

A post that is 400-500 words long (or short) is going to have less of an opportunity to naturally have keywords and helpful content in it and yet if you stuff a post with keywords, it will smell like spam. There are many experts (who are these people? Yoast is a pretty reliable source and they say 300 is the absolute minimum) who say a post or a webpage must have 400-800 words to even be indexed or recognized as a page by Google or other search engines. Regardless of what those people say, write enough to be helpful!

Seth Godin’s blogs are often very short, but he isn’t worried about driving more eyeballs to his blog. He’s got more eyeballs on each post than Argus Panoptes, the hundred-eyed giant in Greek mythology, so he writes whatever he wants. He also writes daily!

If you are wanting Google to see your website and blog posts as a reliable source and send more people there for their answers, be sure to beef it up!

Write better titles for your content

This is where my wit often gets me in trouble. I always want to name my blog posts something witty or clever, but Google has a very dry sense of humor. If I would have named this post “Mullet Blogging” or “Excavating Your Website” it would amuse me, but would anyone really be typing those terms into Google?  (Besides me?)  NO! Save your cleverness for inside the post.

Take that keyword list you came up with earlier and the top FAQs and use one of those for your title. If at all possible, start with a keyword. “Basic SEO: How to get my content found” is one way to title this post. If “basic SEO” is my keyword phrase I would want to put that in the front. “How to get my content found” is still pretty close to a keyword phrase, it would be secondary.

I love how SEO Expert, Heather Lutze, calls these “Mullet Titles” since you want the business in the front and then a party in the back.

Let’s talk a little geeky here

Now stay with me. I’m going to get meta on you. Metadata, meta descriptions, ALT tags, H1, H2, H3 tags. These might sound like phrases out of a Steven King novel, but they are just sections and parts of your website content that Google bots know how to read. Imagine Google has a little robot and “metadata” is the only info it knows to read.

Meta Descriptions

So, when you load any piece of content onto a website look for a section or box (typically toward the bottom of the page) that asks for the “meta description.” This just means, “Tell me a little about what this is and if you can include one of your main keywords that will be helpful.” The meta description is the sentence or two that shows up under the bold headline when someone does a Google search.

ALT tags

ALT tags are the words that will describe each image you load into your website (they all should have ALT tags). While the intent of an ALT tag was mostly for the visually impaired so their computer would read what was being shown on the page, it is another area that you can use to tie that image into your post concept. So instead of just “robot” being in my ALT tag above, I would put “Google bot for basic SEO” or “Google bot to help content be found.” Keep in mind that most website designers do NOT optimize the content they load into your site and you may have a beautiful site that is not helping search engines find you.

H1 H2 H3

H1, H2, and H3 tags are just a tech way to say the same thing your 4th grade English teacher taught you. Put your headline at the top and then put the rest of your content in OUTLINE FORMAT. So all of your paragraphs will have sub-headings and then other main thoughts will have sub-sub-headings (it’s been a long time since I was anywhere near an elementary school so just go with it). So, your blog post title, for example, would be formatted as an H1 heading (usually this is done automatically because of how the page is formatted). Your paragraph headings should be formatted to be H2. This is because our little robot friend speed reads and skims each page reading H1, H2, and H3 tags to see if the page is really about what your keyword says it’s about. So don’t get too clever with your headings.

exhausted from learning seo basics

If you are still with me and your head hasn’t exploded, CONGRATULATIONS! You now understand the basics of SEO to help you get your content found by more people. Of course, there is more to optimizing your website but I want you to take a deep breath and realize that it’s all very doable. If you follow the 7 steps outlined here and regularly create content for your ideal audience, you will see your website traffic increase. And of course, don’t forget to promote your new content by sharing on your social media channels. [READ: If you build it, they will NOT come.]

Is LinkedIn Finally the New “It” Girl?

Is LinkedIn Finally the New “It” Girl?

Everyone is talking about LinkedIn making a comeback. Did it ever go away? Well, perhaps it was stuck in its own version of the ’80s with its bad hair and awkward sense of style. I mean let’s be honest, Facebook, Twitter, Instagram, and even the hip app, SnapChat have all had their day as the “It Girl” platform. But LinkedIn has had the reputation of being not so social and so uncool.

Just this morning I was on a call with a potential client and she asked, “Should we even bother updating our team’s LinkedIn profiles? Isn’t it just used for job seekers?” LinkedIn must feel like women in their 50’s (ummm…. ME)—no one is paying attention to anything we do anymore! Well, it’s time we turn around and look again at this powerhouse social platform and start treating her with some R.E.S.P.E.C.T!

Here are 11.5 things you need to know about this new “IT” GIRL:


1. LinkedIn is still the Queen of B2B.

While all marketing is P2P (person to person), if you are looking to connect and build relationships with people in the business sector, LinkedIn is tops. It has grown steadily year-over-year from it’s creation in 2003 to now, and there are no signs of it stopping.
LinkedIn Statistics 2019(source: Statista)

Executives and other decision-makers are on LinkedIn LOOKING FOR GREAT CONTENT and VALUABLE RESOURCES! They aren’t looking for goofy farming games, guess your celebrity personality tests or baby pig videos (although who doesn’t want to see baby pig videos?). People come to LinkedIn to read great content and connect with people who are serious about making things happen. Hootsuite wrote, “LinkedIn users are the educated and affluent people who are already in a professional headspace and actively looking for solutions.”

2. There are a lot of people here.

While it’s not the size of Facebook’s community, there are 630 million members on LinkedIn and it continues to grow, probably due to all of the Facebook algorithm hubbub. Two professionals join LinkedIn every second! 177 million of those members are from the US and 48% of all members log in monthly. 43% check into their LinkedIn profile daily. The best part is that 40% of users on LI are decision-makers! We’re not talking about spending your time chit-chatting with your creepy cousin Eddie and his friends anymore.

3. Microsoft purchased LinkedIn in 2016, for 26.2 BILLION and they’ve been busy.

You will see more Microsoft integrations coming and I’m already seeing more PowerPoint slide decks being shared on profiles. LinkedIn’s slide deck sharing platform, Slideshare has over 70 million users and that is going up monthly. When you add your marketing deck to Slideshare first, you can pull it into your profile and now it’s doing double duty for you. I have to admit, I initially went gangbusters on Slideshare years ago and I have forgotten about the power there. You can even add a lead magnet into the backend to use it as a great lead gen tool. Bottom line is, adding any visuals to your profile will make it stand out and a well-crafted slide deck is an easy way to do that.

4. Every “sophisticated marketer” uses LinkedIn as their primary channel to distribute their B2B marketing content.

The good news is there aren’t that many “sophisticated marketers” out there since so few actually post regularly on LinkedIn. This makes it a great place for you to stand out! To make sure you’re making the most of LinkedIn in 2019, be sure to download the guide that LinkedIn puts out each year. 2019 they published their anniversary edition THE FIVE YEAR ANNIVERSARY EDITION OF LINKEDIN’S “THE SOPHISTICATED MARKETER’S GUIDE TO LINKEDIN.

5. Start sharing your knowledge in articles.

So few people have published an ARTICLE on their LinkedIn profile, that you will automatically shine here. Only 1 million out of the 520 million users have published an article on LinkedIn. (source: OmniCore) Articles, which used to be called POSTS, are the blog-like content pieces that stay on your profile in a fashion that very much resembles a blog post. Share content that highlights your expertise and personality! [READ: 4 Qualities to Become More Likeable Online and Off] If you look at your profile under “Articles and Activity” you will find the home of your content. I still feel that this needs to come out from hiding—most people don’t even know where to find past posts and articles.

LinkedIn in 2019 for marketers

According to Daniel Roth, LinkedIn’s Editor in Chief, “Every day, over 2 million posts, videos, and articles course through the LinkedIn feed, generating tens of thousands of comments every hour –and tens of millions more shares and likes.”

6. Be sure to SHOW, and not just TELL with your content on LinkedIn.

Posts with images get 2x the number of comments and according to Peter Roybal, LinkedIn Senior Product Manager, people are 20 x more likely to share a video with their connections than any other type of LinkedIn post. People are also 5x more likely to comment on video content. Soooo, get that great content into short video-bytes, and make sure they are super helpful. If you get too salesy you get tuned out! My rules for social media are: Be INTERESTING, Be HELPFUL or Be QUIET!”

Here are a few ideas for you and your team to kick around and start planning for when LinkedIn Live reaches you:

• Product demos
• A chat to discuss trend reports
• Fireside chats with experts, vendors, and employees
• FAQ sessions
• Field visits and tours

7. Visit your LinkedIn profile and connections more often.

Don’t be a dead-beat parent on your own LinkedIn profile. Stop in daily for 30-minutes to share something or comment on what others are posting. If daily is unthinkable, aim for 3 times a week and build up to it.  The more frequently you show up and engage on LinkedIn, the more frequently you …. Show up! You will be amazed at the increase of connection requests, profile views, and even BUSINESS if you increase your activity on LinkedIn.

8. Make sure you have an updated photo and profile.

I think when LinkedIn launched in 2003 people loaded their stoic corporate headshot or a glamour shot from those cheezy mall studios (yep..I had one and my children still pull it out for the occasional comedy relief) and never looked back. Let’s face it, we’ve gotten older and that’s OK! You need to put up a headshot that actually looks like you. One that was taken within the past 6-12 months. While you’re on your profile, go through and update your skills and experience. We don’t need to know where you went to grade school but beef your profile up a bit. Tell us about projects you’ve been working on, the revenue you have helped to generate or save. You have 2,000 characters you can pack into your summary area alone. Use all of your space.
[Download our resource guide that will help you maximize every area of your LinkedIn Profile]
LinkedIn Character Count

9. Get over that 500 hump!

When you have more than 500 connections you have hit the tipping point that allows you to start reaching and connecting with even more people. When you go to someone’s profile and see “78 connections” or whatever number they have, you wonder where they’ve been. Once you get over 500 connections, then the playing field evens out—they all say “500+.” Now I am not saying you should go and connect with all of the random strangers and spammers to get to 500. I’m suggesting when you meet someone at an event, a business meeting, a friend’s house for dinner, you reach out and connect on LinkedIn after.If you are seriously still collecting business cards and bundling them in your desk drawer as if you will even remember anything about the person, forget about it. Take the business card, and if you really want to be savvy, download the Microsoft Pix app which allows you to scan the card right in front of the person and select, “Connect on LinkedIn.” Once you do that, hand back their paper business card back and tell them…one small tree branch saved!

On your phone, open your LinkedIn App and click on the little head icon at the bottom now in the top middle, turn on “FIND NEARBY” when you are at a conference or event where there are several people to connect with. Go ahead try it now.

10. Jump on LinkedIn LIVE as soon as you get it available on your profile but keep your expectations low in the beginning.

What I mean by that is, the typical LinkedIn user barely engages with written content. They read it, but they do so quietly in their office or cubical. To expect people to consume long-form video while at work and then chat it up with you is a BIG stretch. Keep your videos short and informative. Share your expertise but allow time for LinkedIn users to grow accustomed to this form of content here. It’s like when women were allowed to stop wearing pantyhose to work (yes those were barbaric times … *shudder*), it takes time for people to come around to radical change. I think LinkedIn will be rolling out lots of changes once LIVE video hits everywhere to figure out where it will live. Like articles and posts need to be displayed more prominently, so will video.

11. Consider creating or re-engaging your business page (if you have a business).

There are roughly 35 million business pages on LinkedIn, which is just a fraction of the number of people and businesses actually on LinkedIn. While they do function VERY differently than a personal profile and get a lot less attention, they are a great way to showcase your content to those who DO choose to follow your updates there. Consider this: To follow a business page on LinkedIn, you have to typically search for it, then you have to follow the updates of that page, and then… well OK, it’s not that hard at all…but for someone to go through those two steps … they WANT YOUR CONTENT! Don’t leave them hanging. It’s like asking people to subscribe to your boring newsletter and then when they actually do, you never send anything out. (Ooo… sting!)If you have employees in your organization, be sure to encourage them to share the content you are sharing on the company’s business page and when someone shares something on their personal profile, LinkedIn now makes it easy to share it on your company’s page. On your business page, there is a small section to the right that says, “Communities” where you can select up to 3 hashtags that you want to follow. You can also click on “See what others are saying about (your company). Now you can select content that others are putting out and share it on your company’s page. Seems a bit clunky, but a great way for a brand to monitor and share the content employees and others are talking about.

Here are a few more fun LinkedIn facts to impress your friends and family…if they care!

  • The average user spends about 17 minutes a MONTH on LinkedIn (That’s depressing for me as a content creator unless all 17 min are spent on my content!)
  • Motivated was the most overused word on LinkedIn in 2014 AND 2017
  • Specialized, Experienced, and Skilled were the most overused words on someone’s summary section. Change these up to standout!
  • There are 5.5 million accountants on LinkedIn. Wow sounds like Digital Marketers.
  • There have been over 11 billion endorsements made on LinkedIn (most by people who don’t even know the person they are endorsing!)
  • 90% of LinkedIn members use Facebook. This is a statistic for all of you who have told me “my customers are NOT on Facebook!” (source: DataReportal, Pew Research Center)
  • The percentage of premium LinkedIn users currently stands at 39%, while 61% of members are still satisfied with the basic free accounts. (source: Kinsta)

I’d love to hear from you. Are you an avid LinkedIn user? What tips and tools do you have or do you find most useful? And while you’re at it… Connect with me on LinkedIn!

Get More Retweets Shares and Followers With These 5 Tips

Get More Retweets Shares and Followers With These 5 Tips

Writing Better Posts will Get Your Message Further in the Social Stream

The social marketing space is extremely crowded and loud.  Twitter alone has approximately 500 MILLION tweets flying out PER DAY! (approximately 6 million every SECOND) Twitter is a stream flowing wild and full with interesting content and … not-so-interesting clutter. Your goal on your social media channels is to share interesting and helpful content that others find good enough that they pluck it out of the stream and pass it along through ReTweets and shares.

To help your social media messages stand out and be read more often, here are 5 things to keep in mind:

1. Don’t be afraid to speak your mind.

Being controversial isn’t a bad thing on social media channels… occasionally.  Tell us how you feel about something, while still being civil. People want to chime in and agree with you… or disagree with you.  If you are just quoting everyone else, it gets old. It’s like that old saying, “Be yourself…unless you’re a jerk, then be someone else!”

2. Become a better writer!

blogger, blog, content marketing

Punch a bit of drama, humor or even intrigue into your tweets and posts where you can.  Can you say it in a way that is more entertaining or humorous?  “Craving that last piece of cake” can be tweaked to read, “I kept hearing my name being called in a seductive voice. I turned to find the last piece of cake winking at me.” Just more fun to read and pass along! “Busy day ahead” can be made more interesting AND helpful by telling us a bit about you with, “Working with clients to tame their clutter today-I love scary closets” or “Busy day ahead expanding minds–this could get messy!”     [READ: 7 Skills Every Social Media Marketer Needs]

3. Share it More Than Once.

We all know that once is never enough for anything great, so why not share your post more than once. Unless it is time-sensitive, put that post out today in the morning and then again perhaps tomorrow afternoon. Keep in mind that people are not sitting at their computer or on their phone JUST reading your posts (I know…shocking!). I’m sorry to burst that bubble, but people are reading lots of content and perhaps they missed your post today but will catch it tomorrow. Try adding two different images to your posts and see which captures the attention better. Speaking of images…

4. Add more photos and videos to your posts to allow people to SEE what you are saying.

photos for social media posts, images for social
Social media is all about photos, videos, and all things visual. Make sure and utilize this on your posts.  While there are LOADS of great sites to find stock images [see: STOP USING THESE CRAPPY IMAGES ON YOUR SOCIAL MEDIA POSTS] you can also create your own with photos you snap, images you create with tools like Canva or other tools, or fun Gifs you find or create!

5. Be quiet sometimes.

On any social media platform, my philosophy (that even I do not follow at times) is BE HELPFUL, BE INTERESTING, or BE QUIET!  If you post tweets when there is nothing interesting or helpful to say…you might start being ignored.  Of course, we are talking about SOCIAL media, so there are times you are socializing and chatting it up with folks, but if you are just posting what you are doing without asking yourself “Can I make this more interesting or helpful?” you might want to just go for a walk.

social media marketing, digital agency

Of all the posts you have shared in the past week, what was it that grabbed YOUR attention and inspired you to pass them along?

Here is our FREE resource to help you use Twitter to build your business — Download Now:

How to build business with Twitter


I Have to Create a Facebook Page for My Company But Don’t Want it Linked to My PERSONAL Profile

I Have to Create a Facebook Page for My Company But Don’t Want it Linked to My PERSONAL Profile

(Updated 05/11/19)

You’ve been asked by your manager to set up a Facebook Page for the business and most of what you read says you have to do this from your personal profile.  You don’t want this business page attached to YOUR personal profile. After all, what happens when you leave (hey, it can happen!) Perhaps it’s YOUR business, but you still don’t want to link it to a personal profile that you use for family connections and REAL friends.

FEAR NOT!  You CAN do this. It may feel like you’ve been asked to turn over your personal diary for the world to read on your business page, but I assure you, your secrets are safe. Even though you are linking them for access, you are not linking them for the world to view.

So let’s understand something up front.  When I create a business page, it is like creating a website for a business. I will need access to the backend of the site to load or change content, but nowhere on the site does it have to give my name or contact information, unless I want it to.  It is the same with Facebook.  Your PERSONAL profile is your access point or portal into Facebook but from there you can create and manage as many business pages as you’d like.  You don’t need a special login and password for each page, and you don’t have to share passwords with anyone.  (If your mother didn’t tell you this a long time ago, you should NEVER give your passwords to anyone. Whether they are your manager or not.  There is no need for anyone to use YOUR password.)  You log in and go to the pages you have admin access to. Your manager, or other team members, can log into their own personal profile and have the same access point if they are made an admin for the page.

dont share passwords














If, and I hear this all the time, your manager or co-worker does not have a Facebook account of their own, so they ask to log into your account to check the business page, tell them you would like their login information to their bank account to check on your payroll first! They need to create their own account–it’s FREE and they don’t have to ever use it or share their horrifying vacation pics. If they need to log into a site, including Facebook, they need their own login credentials. There are just some things, like a glass of milk, a toothbrush or social media passwords, that should never be shared with other people.

When you are logged in from your personal profile and then jump over to your business page (easy to switch between the two from the dropdown arrow in the upper right) people on the outside do not know you are associated with the page. They cannot see any of your personal information and they are NOT automatically made FRIENDS of yours if they LIKE the business page.

With that out of the way, let’s get started!  To begin, log into your own personal Facebook profile and THEN go to and click CREATE PAGE in the upper right.  You will be asked to name your page and select the category (not-for-profit, local business, etc. And don’t worry too much about the categories since they can be changed at any time. Your name is not so easy to change so choose wisely!).


settig up a facebook business page

Fill out the basic info and you are well on your way!

In the SETTINGS for your new page, look to the left and find PAGE ROLES. This is where you add an additional admin to the page, such as a team member or your manager (who will need to have a Facebook account).  You can select different ROLES for people such as EDITOR (someone who cannot add or remove others but can post and comment AS THE PAGE.) You can select MODERATOR, ANALYST, even JOBS MANAGER to give specific rights without allowing people to add or remove others. If you leave the organization, you simply make sure there is an ADMIN assigned to the page and then remove yourself in this same area.

Now that we’ve covered how to set up your page, let’s move onto the REAL WORK…. creating and posting content every day!

That’s where things get scary! Happy posting!

Scared of setting up Facebook business page from my personal profile

No, No, Not Content Creation

Gina Schreck is the founder of SocialKNX. Their teams help organizations connect to their world and convert LIKES into DOLLARS! Be sure to find more geeky goodness on our own Facebook Page! 

RELATED ARTICLE: Setting Up a Facebook Business Page without a Personal Profile

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how to set up facebook business page correctly