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Some people call it Internet noise, others call it information. There is always a lot of noise that occurs around the subject of Internet marketing. This last week we have seen stories related to Google and what the search giant has done to several major businesses for breaching Google policies. There has also been a lot of noise about Google’s changes to its algorithm designed to affect content farmers.

Do you ever stop and listen? Trying to operate a business and run a website can be hard work. Trying to keep up with all the changes that are going on in the online world can also be difficult. If you were to listen to all the noise, the chances are you would become confused and lost in what you should and shouldn’t be doing.

As a business, it’s often a good idea to appoint yourself a silent mentor or two. I say silent because these mentors don’t even know they are mentoring you – and in the true sense, they aren’t. Who should you choose and how should you approach things? First, find bloggers who are respected leaders in the field of SEO, social media marketing, and Internet marketing. Take the time to visit their sites on a daily basis, or simply subscribe to their content.

By following the regular posts, you can stay up to date with what is happening in those important areas. Over time, you will find that you are learning a lot about SEO, social media marketing, and Internet marketing, and that your current knowledge in these areas is up to date. If you apply processes that these respected experts discuss, then your website’s presence will improve – and with it your business. Don’t listen to the noise, find some clarity and listen to that instead.

Baiting, then pitching, is the act of promising one thing then delivering on something else, generally in the form of a hard sell (the pitch). I have nothing against baiting in general – that’s what marketing is often all about. However, you do need to deliver on what you promise – if you want to sell, you do it with subtlety. Internet marketing is one area where baiting then pitching is rife, and most users strongly detest the practice.

Email marketing and social media marketing are two of the major problem areas when it comes to baiting then pitching. As a customer, there’s nothing more annoying than receiving a newsletter that offers some advice on how to use a product if I click through to the website only to find that the advice is the sale of the latest version of that product. Yet it happens all the time, and business owners then wonder why their newsletter subscriptions are dropping off.

Social media marketing is no different. There are many instances where businesses have sent tweets or Facebook messages that makes an offer to attract visitors. Many of these offers do deliver – however, there are just as many that not only don’t deliver, they push the sell strategy.

Getting traffic to a website can be a difficult task. The last thing you should be doing is scaring them away again, especially if you are leaving a sour taste in their mouths. Failing to deliver is a business sin when it comes to Internet marketing. Deliver on your promises, and the subtle use of selling tactics will deliver results. Baiting your visitors then pitching to them is one of the fastest ways to scare off visitors.

J.C. Penny, Forbes, and now Overstock – all suffering severe drops in search results because they had breached Google’s terms of service. While Google will have you believe they are on top of things, these large corporations suffered their search penalties because someone either reported their activities to Google, or because they create a big news story which caused Google to act.

It raises a question – would you report your competitor for breaching Google’s terms of service? I am sure there are thousands, if not millions, of online businesses that are frustrated because they cannot climb above their competitors in Google search. There’s the obvious way out – transfer your SEO efforts to closely investigating your competitors then reporting them to Google. I can see Google slowly sinking under the weight of reports if this situation occurred.

While a lot has been said about reporting competitors, we should compare the situation to that of offline businesses. What would you do if a competitor was gaining an unfair advantage due to illegal or immoral actions? Would you report them to authorities? The business community has done so for decades. While buying links, for example, is not illegal, it does run contrary to Google’s policies and those that do engage in this activity should be aware of the risks.

So what does the short-term future hold? Will the next growth area in SEO be an extreme form of competitive intelligence, who’s only aim is to find dirt on competitors? There is a real danger in this tactic. If you have been online for several years, can you remember what you did at the very beginning? Before digging up dirt on your competitors to gain an advantage, make sure you’re squeaky clean first. It could come back to bite you! Of course, with the three big scalps mentioned at the start of this post, it could be just the tall poppy syndrome at work.

What is click degradation? This is a situation where you slowly lose visitors the more pages they have to click through. If you have 100 visitors arriving on your site, you may have 15%-20% click through to other pages on your site – let’s use 20% – that is 20 visitors clicking through to a second page. If 20% of those click through to another page, that is 4 visitors on page three.

As you can see, your click degradation rate here is around 80%. In many cases, this is much higher. Of course, we tend to think of the reverse of this and call it a click-through rate or conversion. In the above example we would refer to a click-through rate of 20% and congratulate ourselves on doing so well.

Before you do congratulate yourself, what if page three in the above example was your sales or money page? If you have the online average of a 5%-10% conversion rate, then, at 10%, you would need more than 250 visitors on your front page to get one sale. That is click degradation. How do you minimize this? Easy – reduce the number of clicks to get to your money page.

In the above example, if you could eliminate the second page, you would have 20 visitors moving to your sales page and, at 10% conversion, you would have two sales. That is two sales from 100 visitors compared to one sale from 250 visitors. Of course, in a perfect world, you would have your potential customers landing on your money page and that is why we optimize pages for both search and social.

We’re not in a perfect world and pages other than our money page do rank in search results. Furthermore, they do deliver traffic to your website – don’t waste that traffic through click degradation. Use strong call to action signals and buttons, then send them directly to your sales pages.

We all know that Google is a strange monster. You can very carefully craft a page that has content that users will find interesting. You can work your search engine optimization skills to the bone developing good page titles and well-placed keywords. You may even go the extra step and write your own meta titles and descriptions for each page. Yet Google will take it upon themselves to create a completely new title and description if it doesn’t like what you have written.

In most cases, if you have carefully crafted your meta title and description, then Google will use it. There are a lot of websites around where every page has the same meta title and description – or none at all. When you check the snippet used in search results for these pages, you will often find that what Google has decided to use makes little sense – at least, not to the human mind.

The answer is simple. While there are no guarantees, Google will use your meta data if it has been well written and matches the search phrases used. What constitutes well written titles and descriptions? Not the overuse of keywords, that’s for sure.

There is a simple formula you can use to craft this meta data.

  1. Write a good title that is designed to catch the reader’s eyes.
  2. Write content that satisfies that title – whatever you do, don’t promise something with a title then fail to fulfill that promise.
  3. Write a description that really does sum up or describe your content.

If you wish to optimize the title, content, or description for keywords, go ahead. However, if you overdo the use of those keywords, you create two potential problems. The first is the raising of the spam flag because of overuse of keywords. The second is more important, and to an extent, answers the reason why your meta title and description are not used in search results.

Using precise keywords in meta titles and descriptions limits the scope of that title and description. With Google using semantic technology, you don’t have to stuff keywords in every conceivable place. If the content is semantically related to a keyword – and the best place to use it is in the title – then an open and accurate description should appear in a much wider set of search results. It’s something to think about!

Loyalty in a business has several different components. You have customer loyalty, staff loyalty, and perhaps even supplier loyalty. When it comes to an online business, you can have social media loyalty, and for some businesses, affiliate loyalty. That’s a lot of loyalty that needs managing, yet it only takes one of those loyalty areas to unravel, and your whole businesses reputation could be down the drain.

Managing that loyalty is not as difficult as it sounds. If you take the top three components for most online businesses – staff, customers, and social media – they all cross paths at some stage. Here are a few suggestions for managing each component.

  • Staff Loyalty – Staff loyalty requires both a firm hand and good management skills. Providing fair work conditions is always a good start. Having social media policies in place that are fair but firm are also a necessity. If you manage those two areas carefully, then staff loyalty need not be an issue, even if one employee leaves and tries to bad mouth your business.
  • Customer Loyalty – Customer loyalty comes to the basics of good business. Provide a good product at a fair price and back it up with a good customer service policy and you should have customers coming back time after time.
  • Social Media Loyalty – Social media loyalty is perhaps the hardest of the three to manage. However, if your social media approach is social and less marketing, and your communication is honest two-way communication, then you have a good start. Understanding why users are connecting with you through social media and feeding that motive in a positive way will seal their loyalty.

Loyalty is not that difficult to attain if your approach is positive and honest. With a strong loyalty base, you have a rock solid reputation management foundation. If anyone does try to undermine your business, those loyal to you will stand up and defend you without having to be asked.

Can the addition of a blog help your online presence? There are lots of arguments both for and against a blog and the answer to that question very much depends on who you talk to. From our perspective, the positives that blogs deliver far outweigh the negatives, especially if you publish your blog in the most appropriate manner.

Blogs are especially beneficial to those who try to market a business on a small budget. In fact, apart from your time, blogs can be published and used as a marketing tool, virtually for free. However, don’t make the mistake of adding a blog and then publishing anything and everything. Like all business processes, a little planning can go a long way. Here are a few tips to help you get started.

Consider your audience:

Your blog should be targeting your audience, and that starts with simple things like your theme and the language used. If your audience is young, then a bright, cheerful, and fun theme may be appropriate. If your target audience is more mature, then a more mature blog may be more appropriate.

When it comes to language, if your target is a youth audience, then using the language of youth could be appropriate – you could even consider hiring a young person to write your blog. Likewise, if you are targeting mothers, getting a mother to write your blog could pay dividends.

Focused content:

Plan your content. One of the biggest mistakes that many business blogs make is to oversell. Use your blog as a social communication tool rather than as a formal business tool. This is where niche related writers often bring better results than marketing people. Your content should be focused on your business, be entertaining, and should take a ‘helping hand’ approach – even when introducing new products.

One of the benefits that blogs bring to any online presence is the steady stream of content. Search engines will visit a website more often if it is regularly publishing content. Naturally, your blog should be optimized for organic search to deliver best results.

Ultimately, your blog is a great communication tool. It draws interest from search engines, from social media communities, and from general readers. Make your content interesting and people will come back on a regular basis.

The real

Does social media marketing have a limitation when it comes to local business? There must surely come a time when you have reached out to almost everyone in your demographic market. While I doubt there are that many businesses that could claim to have touched every possible customer in their region, there does come a time when your growth in followers drops to a trickle.

This is not necessarily a negative to your business although I am sure you could broaden your demographic base if you wanted to. For small businesses servicing a small geographic region, that limitation in follower numbers can actually work to your advantage. It’s much easier to become more social with a thousand followers, for example, than it is to ten thousand.

In that environment, it can be easier to convert those followers into customers (if they are not already). If your geographic base is relatively small, then there is a good chance that most of your followers know each other – and most likely you as well. This makes the social process easier and can often open the marketing angle to a more direct approach.

There is a downside to having a relatively small tightly knit community of followers – if you upset one of the followers, it will soon spread throughout the whole community. However, as in offline communities, it can be easier to seek forgiveness as well.

For most businesses, the scenario of having a tight community of followers is only a dream – yet in a way, that is what we should all be aiming for. Perhaps the mistake we are making with social media marketing is that it is too business oriented when it should be community oriented! Social media marketing may have limitations when it comes to local businesses – but that may be a good thing, not a negative.

Google’s latest changes to organic search will have a lot of marketers rubbing their hands with glee. I think a word of caution is in order, however, as I don’t think it’s going to have as big an impact as many theorize. Google has had a penchant in recent months of introducing features to search that rely on people having Google accounts. Not just having accounts, but also being logged into those accounts.

The latest little offering is the introduction of social search data into organic search. Up until now, this information has been available at the bottom of any set of organic search results. They will now appear within the search results themselves. There is a theory that this data will effect search results by boosting content that has been ‘liked’ or ‘tweeted’ by your friends on various social media sites.

Why shouldn’t you get excited about this new change to Google’s search results? Because of the limitation of it’s use (that is, only available to logged-in Google account holders), it is not going to achieve any significant changes in how your pages will rank. If anything, it could have a negative effect. Spammers jump on every little change like this in an attempt to lift their pages a place or two in search results.

At present, the ideal situation is one where anyone searching for information in your niche either doesn’t have a Google account, or isn’t logged in. Their search results will be unaffected by any spam data. Of course, if your site is an extremely popular one and you have a lot of followers who do ‘like’ or ‘retweet’ your content, then you may see some gains in traffic. At present, the gain is not going to be significant enough to race out and start a social media campaign to increase your followers.

There is one big problem with the Internet – it’s always changing. I don’t mean on a daily basis, either. The Internet is a living, breathing animal that is changing by the minute. Take organic search for example. Search spiders are crawling the web as we speak, sucking in new content, following links, and generally trying to find the best content available.

A search conducted now could reveal entirely different results to an identical search performed an hour ago. The rate of change is such that competitive intelligence has a very short life span. Knowing a competitor has x number of links today could be worthless tomorrow, especially if they have been on a link-building campaign. Check the links tomorrow and they may have increased noticeably – they may have dropped as well.

Because the Internet is continually evolving, competitive intelligence is not a one off activity – it has to be ongoing with data available on a regular basis. This doesn’t mean you need to be buried in data, or to become fixated on what your competitors are doing. Rather, competitive intelligence has two major uses. One, from an Internet marketing perspective, it shows what areas you need to work harder in.

From a business perspective, competitive intelligence can help with your more traditional data like prices, models, reputation, free offers, or special marketing programs. With this knowledge, you can make business decisions aimed at either competing head on or adjusting your aim to target areas your competitors are not targeting. Without up-to-date competitive intelligence, your business has nothing with which to base its own progress on the Internet.

One of the problems with Facebook Pages has been the lack of personal interaction. You could interact, but it was always as the administrator and this tended to depersonalize any relationships. Facebook Pages have gone through another mini-evolution, and one of the changes introduced is the ability to switch between your admin role and yourself.

No one wants to discuss anything with an admin.  Once you, or one of your staff members, start to interact using their real identity, conversations take on a degree of realism – suddenly there is a real person there.  Facebook have taken this facility a step further and now allow you to Like and post comments on other Facebook Pages. This will become an important feature for those businesses that have more than one Page, or who want to connect their visitors with services related to their business.

Included in the changes to Facebook Pages are a new layout and the random display of images. The latter is a negative in some ways given the creative use of images in the past.

For users looking to build a brand, and who wish to interact with their visitors, the ability to switch from admin to yourself is by far the biggest change – and for the positive.  By putting a face to comments on your Facebook Page, you are increasing your credibility while at the same time creating a human connection. Everyone knows that the admin is a human, but by using the term ‘admin ‘the perception is of someone unknown, someone not willing to show their face. You can now prove to the world that there is a real person interacting on your Facebook Page.

The recent problems surrounding JC Penney highlight the need of being vigilant with whom you do business with when it comes to any form of online marketing. While many businesses do a little checking of the people they engage to undertake some of their online activities, I wonder how many businesses check on the actual work itself? Sometimes it pays to have an independent audit done to check on this work.

So who should you be steering clear of? To begin with, anyone who says they are working with a search engine should ring bells. The only people who do work closely with search engines are some pay-per-click managers – and then all they are doing is working with a Google account manager. No one has the inside running when it comes to organic search. There are others that you should stay away from, these include anyone who:

  • Advocates buying links
  • Suggests using automated methods to list in directories – these are generally low quality directories and not really worth the money involved
  • Makes promises when it comes to specific traffic numbers or search positions – no one can be certain of any outcomes online
  • Who is far cheaper than any other service – you will get what you pay for. If they are significantly cheaper, then they may not be doing a complete job.
  • Cannot offer references that you can verify

Of course, you can’t put everyone in the same basket. You may be lucky enough to find someone who is good at what they do, is offering a low price because they are just starting out, and who, for that same reason, doesn’t have any references.  That could be a gamble worth considering – however, just remember JC Penney when you do take that gamble.

Reputable online marketing services will make some promises. For example, they may promise to improve your search rankings and your traffic numbers. A halfway good professional should be able to achieve that. In most cases, if they don’t feel or sound right, then stay away from them – your business is counting on who you engage.

If you are regularly publishing videos on your site, then it may pay to add a video sitemap. Sitemaps are important tools that assist a search engine locate your web pages. A video sitemap, therefore, will help search engines locate your videos.

One of the benefits of a video sitemap is that you don’t have to host the video on your site. You can host them on YouTube or one of the other video hosting sites. All you need do is publish those videos on your website.

So why do you need a video sitemap? Videos are themselves becoming important traffic generators. Videos are now appearing in organic search results, so in theory, the more videos you have indexed, the more likely they are to appear in a set of of search results. Ideally, you will have optimized those videos with proper alt tags and titles – this will ensure your videos are associated with the correct keywords.

Videos have become popular marketing tools for many website owners, and the use of video, particularly well-created videos, is proving to be popular with website visitors. For website owners, there is no such thing as too much promotion when it comes to providing search engines with the data they want – and yes, search engines like Google want to see sitemaps, video sitemaps included.

With this in mind, asking if a video sitemap is really important becomes redundant – it’s essential if you publish videos. In fact, if you create videos that you host on YouTube, it may make sense to publish them all on your website – all on different pages, of course. A video sitemap then adds that extra touch to SEO campaigns.

Social media optimization can be a difficult process for some businesses.  If you have little in the way of social media experience, then simply knowing where to start can be hard enough. I see a lot of Facebook Fan Pages created by businesses, yet they look and feel incomplete and really do the business more of a disservice than provide any benefits.

Social media marketing is an all or nothing form of marketing. You cannot set up a presence then walk away. If you are going to become involved in social media, then do it, and do it well. If you’re stuck for ideas, have a look around you at some of the successful social media players. The leading brands can be a good place to start as they have had the budgets to play around with various options until settling on those that work.

If you look closely at these major brands, you will notice several common activities – these are obviously working for them and may well work for your Fan Pages as well. Some of these common activities include:

  • Regular entertaining content – those are three important words –
    • Regular as in publishing something every day of the week,
    • Entertaining – there’s a word that surely speaks for itself
    • Content that is interesting, entertaining, interactive, or making an offer
  • Interaction – no matter how big your brand is, people want to be heard and acknowledged. Set aside a small amount of time to respond to those who have left questions or made statements. There’s no rule that says you need to answer each person individually. Major brands often respond to a group of people at once, not always mentioning names, but discussing the common issue.
  • Interactivity – there is one area of social media marketing that is bringing people back every day, and that is interactivity. This can take the form of interactive games and quizzes. In fact, online games are one of the major reasons users keep coming back to sites like Facebook.

You may not be able to incorporate everything on that list. However, you should be able to supply regular content that is interesting and entertaining, and you should be able to set aside some time for interaction. Major brands employ whole teams to cover these activities, but with millions of fans, they need them.

Website owners have been trying various tactics to build inbound links ever since Google started ranking pages.  There have many different tactics used, some ‘white hat’ and others ‘black hat’.  The New York Times recently ran an article titled “The Dirty Little Secrets of Search,” which discussed the link building program of J C Penny.

According to the article, J C  Penny engaged in a wide campaign of securing links to specific internal pages. The problem was, these links fell under what is generally termed ‘paid links’, a link building method that Google has stated is against their terms of service. For J C Penny, the campaign worked well with their websites ranking number one in organic search for a wide range of keywords – and they did so throughout November and December, the peak online buying season.

In fact, they would probably still rank number one if it hadn’t been for the New York Times article.  The inherent danger in any paid link campaign is that detection is always around the corner – and once detected, your web pages could faced severe penalties (note – Google doesn’t use the word penalty, but there’s no other word for it really).  BMW suffered a Google ‘correction’ several years ago that resulted in their web pages being removed from Google’s search index completely.

J C Penny have got off lightly in comparison with their search ranking dropping from number one to number fifty – that’s a drop from page one to page five or six. That’s still enough of a drop to see their online traffic dry up. Link building using any black or gray hat activities is a risky approach. While white hat approaches will take time, once you do work your way to a reasonable search position, you know you’re there legitimately, and that you’re not going to be knocked down tomorrow. Sites that buy links could go from hero to zero overnight – how much are those links worth then?

If you are a do-it-yourself website owner, then one tool that should be in your SEO toolbox is Google’s Webmaster Tools.  Inside this array of tools you’ll find handy features such as setting a region for your website, submitting sitemaps, and even checking how many pages have been indexed through your sitemaps.

Google’s Webmaster Tools goes much further than that, especially with the introduction of new statistics available to webmasters. You are able to review how often your pages appear in search results, what keywords or key phrases are used and how often your search listing gets clicked.  You are also able to see exactly where your pages rank in search results with the above data broken down for each search placement.

It can be a real eye opener to see one of your pages rank at number one for a search term and receive 1000 impressions yet only have a 2%-3% click-through while that same page may have 750 impressions and have a 10%-15% click-through – and you thought that getting that number one placement was all important.

You can see over time whether or not your search rankings are climbing, and whether or not your click-through rates are improving. If you have a low click-through rate, try rewriting your meta descriptions, then see if there is any improvement.

What makes Google’s Webmaster Tools even more attractive is that it is free. You will need to verify your website, but that too may play a small role in the overall SEO equation. Some people believe Google gives verified sites a small tick as part of it’s search algorithm. Whether it does or not is open to debate, but whether these tools are handy is not – I can assure you they are.

Rumors come and rumors go. Occasionally, they stick around and actually become fact. The latest story doing the rounds involves the possible purchase of Twitter by either Facebook or Google. We know that Facebook had a dab at buying Twitter earlier on, but would they try again? And what of Google? We’ll leave others to surmise about these possibilities. What interests me is what effect a sale would have for online marketing activities.

If Facebook were to take on Twitter, I am not sure we would see too many changes in the way Twitter operates. We may see a little more in the way of sponsored tweets, or perhaps even on-page advertising, similar to what we currently see on Facebook. Of more interest perhaps is the possibility of Google making a purchase.

There are any number of possible outcomes should Google win the day. SEO experts would immediately start to look for signs that tweets were having a bigger role in search rankings; they would also look to see if there were changes in the ‘follow – nofollow’ attributes on links. It would certainly be interesting days in that area of the online world. Can you imagine either Facebook ads, or Adwords ad units appearing on Twitter? It would certainly change the face of Twitter.

Who ever gains control of Twitter, monetization is going to be one of the key areas that will be investigated. Neither Google nor Facebook want to take on a loss-making machine, so getting Twitter into profit will be one of the first areas they will look at. Whether or not this will open the door for more sponsored tweets will be interesting. Of more interest will be whether or not more traditional onsite advertising appears.

What are your thoughts? Would a buy out of Twitter by either Facebook or Google affect Twitter’s appeal for online marketing?

A good marketing research program will help you to understand who your demographic audience is. Don’t be surprised to see that youths and young adults are high up on the list. They have taken to the online world faster than any other generation, and they have brought with them a whole new language.

The language of our youth is not just the abbreviated or truncated language that evolved from SMS through to Twitter and is now common on Facebook. They have also brought with them a new language. They have brought with them the art of taking two words and combining them into one – and those words are starting to stick in our day-to-day language.

Search engine optimization is based in part on your choice of keywords and keyword phrases. The time will soon come when keyword selection will necessitate diving into this new language. John Jantsch on WebProNews suggests that SEO programs should be concentrating on these issues for mobile search. I agree, however, why stop at mobile search?

If you are communicating with this generation of users through social media sites, you will no doubt have come across this new use of our language.  By targeting your keywords, onsite content and social media conversations using this language, you may just find there is a whole new group of potential customers that you can tap into.

The Internet is moving forward quickly. We need to move forward as well, upadating and replacing equipment as and when we need them, while keeping an eye on who our customers are. It’s an interesting world with an interesting language taking over the Internet.

Experts in the field of reputation management will all agree on one thing, prevention is better than the cure. Prevention includes providing a good product at a fair price. It also includes providing a good service, and this includes after-sales service. Here is a new take on how after-sales service can help with your reputation management.

I recently received an article that reported on how an Australian telco had discovered that an employee from a rival telco had left unkind remarks about the Australian telco’s service. The Australian telco has a customer service department that follows up on such complaints in an effort to placate the customer and improve their own service. It came as a real surprise to find that the person in question was not a customer, but was an employee of a competitor as well.

The rival telco has naturally denied any association with the remarks left. Given the rather amateur way these comments were left, it’s hard to see them being involved. However,  what is important is that these comments were not just left sitting there. The affected company didn’t try to get into any slanging match, or war of words – they simply investigated the complaint to try and rectify the issue.

This is not the first case of one company (or one of their employees) being involved in an attack on another. It does, however, reinforce how valuable a customer service department can be if they are diligent. Companies spend a lot of money managing online reputations – sometimes, its starts at home.

Writing copy for a website or blog may seem like hard work. However, often, the only reason it’s hard is because we make it so.  Constipated copywriter is a good term for it – you strain, you exert yourself,  but at the end of the day, you’ve written 200 words that deliver a message, but is dry and very formal.

There is a misconception that readers want to see facts in very short bursts. The reality is, we are training readers to want this type of information. Social media optimization almost insists on short punchy content. That’s fine for social media. When it comes to your website, users want to see that short punchy content expanded on a little more. Those small punchy Tweets for example are meant to attract visitors to your website. Why? Because you have piqued their interest.

If they arrive on your website to be met with dry fact-based content, they may well leave a little unsatisfied. Your content needs to be interesting. It also needs to be of a length that it can suitably address that content. If you feel it is too long, then break it into two pages. If your content is that interesting, most readers will follow.

Your content can still be punchy, and it can still be broken into short bite-sized pieces – we call them paragraphs, by the way, not the whole page. Produce content that you would want to read, produce content that is interesting, at times entertaining, but above all else, delivers on the promise made by the page’s heading.

If you’re guilty of constipated copywriting, then learn to relax a little, learn to deliver the kind of content that people in your niche are looking for.