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Who is listening to you? You might be surprised

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That takes some effort to listen and be aware of what the opportunities actually are but if you ignore them you do so at at your own peril. Throughout my career as a professional communicator I come across clients who are absolutely sure they know who their audience is. Invariably they are wrong.Let me give you an example. Many years ago I counseled a semiconductor company that had a great business selling components to Apple for the iPod. They sold almost 30 percent of all their product to Apple. They knew that Apple was never going away. In our research into the effectiveness of their content we found what seemed to be a discrepancy. We knew that there were multiple product groups that the client’s technology would fit, but they were focused only on the iPod team. We told them they needed to start a focus on development teams. They responded, “We know who to talk to, you just concentrate on putting out press releases.” Six months later, at a trade show, two Apple team managers came ...
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SEO: it should be about who, not how many

What's missing from most company websites, or at least what is craftfully hidden, is that very reason for being. Companies hire SEO consultants who have absolutely no understanding of the market for the companies' products and just jam the web traffic with random hits from spiders, which makes everyone feel good until you look at the sales figures for the year. This week I've been getting bombarded with SEO consultants wanting to link their sites to New Tech Press .  I've dutifully gone to their sites to see what they are all about and have been thoroughly disappointed in what I see.  They are filled with poorly written, unconnected, bland content that provides absolutely no value to their audiences.  They are designed only to drive search traffic. What makes it all the worse is some of these sites are for well-known corporations.  And, no, I won't tell you who. I understand the value of good SEO.  It's important to give people making rando...
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A brief history on the rise and demise of SEO

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Google took the issued of keywords and shoved its priority to the very bottom of SEO and pushed paid search to a specific box on their search page. Suddenly a new group of sits were climbing rapidly to the top of the search engine… traditional media sites. Newspapers, broadcast organizations and bloggers. How could that be? Because Google had changed the algorithm priorities.   Google has always kept the lid on the secrets of their search algorithm, but since the beginnings of online search, the secrets have leaked out and been discovered by very smart people. These people make up the Search Engine Optimization (SEO) industry. There are multiple points of SEO, but from the start, key words were the most important. At first, putting the words in the header of websites was the major starting point so the SEO experts, mostly web designers, made that the primary focus of their counsel to clients. Finding what the most important words were became the definer of the successful site des...
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