tent. Local or regional businesses should use key-
words within their geographic zone. For example, if
you’re an attorney specializing in bankruptcy cases
in Chicago, your list of keywords might be “bank-
ruptcy,” “Chicago,” “attorney,” “bankruptcy attor-
ney” and “consumer bankruptcy.”
ings and credibility with new prospects, landing a
major book deal and gaining high-profile media cov-
erage, including invitations to speak at conferences.
Step 3: Content is king
What you put on your website is essential for
several reasons, including getting other sites to link
to yours. “Good content attracts links because it
answers questions,” says Clay. “You give value that
encourages others to link to you. This leads to
increased website popularity, search rankings and
positive brand exposure.”
Meanwhile, there are several ways to keep your
site fresh and relevant.
Blogging. Blogs are easy to update and help you
stay in front of your prospects, clients and customers. Blogs can raise your page rank in search engines,
sometimes dramatically, in a short time. When your
blog becomes popular, it can easily spread by virtual
word of mouth.
Costco member Joan McCoy, president of Little
One Books in Seattle (
books.com), launched her blog in mid-
2010. Instead of waiting for people to
find her, she identified and befriended
other bloggers in her industry. “We
reached out to bloggers and inserted
ourselves in conversations,” says McCoy.
She saw the power of blogger relations when, one day, her site’s visitor traffic
went through the roof. “We traced it back
to a single blogger who’d mentioned our
company,” she says. “Now bloggers contact us, often saying it’s because ‘you’re all
over the Web!’ ”
Online videos. Video on your website is a great marketing tool. “Video
allows viewers a chance to see you, hear
you and begin to trust you before they
ever call or buy your product,” says Costco
member Gerry Oginski (www.oginski-
law.com), an attorney in Great Neck, New
York. “Video helps me presell my services,
and it’s incredibly cost-effective.”
He has created about 375 videos
that educate online viewers about how
lawsuits work in the state of New York.
He says that these videos, covering topics such as
medical malpractice, accident cases and wrongful
death cases, “provide information that helps people
make educated decisions about which attorney is
right for them.”
● Google Ad Words
A free keyword research
tool to research specific
words and phrases specifically
tailored to your website.
tools for researching and evaluating potential keywords and
phrases and identifying relevant websites to approach as
part of a linking campaign.
● Ezine Articles
A popular, free article-sub-mission directory allowing you
to post informational articles
that are offered to websites
and email newsletter publish-ers. A great way to gain exposure for your website or blog.
A leading conference
covering all facets of Internet
marketing and advertising.
Step 4: Tap into social media
Costco member Peter Leeds, also known as
“The Penny Stock Professional” (
com), publishes a popular financial newsletter with
approximately 10,000 subscribers from six conti-
nents. Based in Ontario, Leeds combines his news-
letter with social media tools to create a Web presence
that has been instrumental in boosting search rank-
tomers? What are you trying to achieve? You have to
dig into your business objectives and understand
what makes sense for your audience.”
He adds, “If you just start simply, you’ll quickly
realize that social media is not an ‘Oh my God!
What is this?’ proposition. We humans are good at
socializing. I promise you, nine out of 10 people
who try social media will look back a year later and
wonder why they didn’t start earlier.” C
Steven Van Yoder (
www.getslightlyfamous.com) is a
brand strategist and author of Get Slightly Famous:
Become a Celebrity in Your Field and Attract More
Business with Less Effort.
A blog platform from
Google that requires no
A blog platform ideal for
creating entire websites.
A search engine that
indexes and tracks the authority of more than a million blogs.
It tracks what is most popular
in the blogosphere and identi-fies blogs and bloggers related
to your business or industry.
MAY 2012 ;e Costco Connection