Podcasting for Laywers 714-931-8123 All Rights Reserved 2009
Podcasting U
What strategy should I use to increase my business?
The coined term, the “Trinity,” is a strategy made up of three things: podcasting, blogging, and a good SEO’ed website. Each feeds into one another and uses the power of the Internet to push your name up on the search engines. By doing this, you get “well known” as a subject matter expert (SME), a thought leader, and a trusted advisor. Let’s look at the strategy a little closer to see how the three parts fit together.
Podcasting brings an audience to listen to your opinions. Thus, you interact with your marketplace. Or, rather, you influence your marketplace and, thus, become a subject matter expert, a trusted advisor, and thought leader. All of these are important on two planes.
You are all those things, trusted advisor etc, but also the search engines are listening to you! All of your podcasts are changed into the written word and submitted to search engines. Search engines use your podcasts as “relevant food” for their search queries. Search engines must, by definition, result in valid and relevant search results when presented with a query. If not, they are irrelevant and will go out of business. Make sense? Who does this spoken to written word conversion?
A company called Everyzing.com converts your podcasts into the written word. One of the best parts of this service is that it is free! The end result is that your name, your company, and your expertise are being fed into the search engines, not from you, but from another source altogether. This makes your data very relevant to the search engines. Thus, you move up in the world of importance in the eyes of the search engine companies. This is the first step. However, we need more companies talking about you!
Podcasting brings an audience to listen to your opinions. Thus, you interact with your marketplace. Or, rather, you influence your marketplace and, thus, become a subject matter expert, a trusted advisor, and thought leader. All of these are important on two planes.
You are all those things, trusted advisor etc, but also the search engines are listening to you! All of your podcasts are changed into the written word and submitted to search engines. Search engines use your podcasts as “relevant food” for their search queries. Search engines must, by definition, result in valid and relevant search results when presented with a query. If not, they are irrelevant and will go out of business. Make sense? Who does this spoken to written word conversion?
A company called Everyzing.com converts your podcasts into the written word. One of the best parts of this service is that it is free! The end result is that your name, your company, and your expertise are being fed into the search engines, not from you, but from another source altogether. This makes your data very relevant to the search engines. Thus, you move up in the world of importance in the eyes of the search engine companies. This is the first step. However, we need more companies talking about you!
I always suggest the use of both the Internet and traditional marketing strategies. They can be used together, as is done with my marketing strategy known as the “Trinity”. It’s a three-faceted approach that will yield the best results for you or your business. Let’s look at those facets more closely and how they can help you increase your business.
What is the best strategy?
Search engine companies routinely “spider” blogs for “relevant” material and thus, here you are again! They record and categorize all of the things you say, look at the links back to your website and podcasts, and bingo; you go up in relevance again. Now this is the second source of others talking about you! A blog is very strategic for “getting known” by the search engines as a relevant source of data. Thus, you go higher or are “weighted” higher on search query returns. OK. That’s 2, so what’s the third piece of the “Trinity”; ah nothing but a good SEO’ed website.
Next: Enter the blog. What the heck is a blog anyway? Well, it’s like your own diary on the Internet. Now, I know what you are thinking: why would I want to do that? Well, blogging is what is known as web 2.0 social networking. Still doesn't sound like something you would want to do? What you are doing with a blog is interacting with followers of your word, your podcasts, your messages, and again, you become the thought leader. The truth be known, we don’t really care if anyone reads your blog! All we care about is that the search engines do!
Blogs play an important role in marketing you on the Internet.
The Trinity strategy is a must to help you use web 2.0 social media approaches to increase your business. It isn’t the only thing you should do, but, as I have said before, you must add this to your marketing mix. The best strategy is to have web 2.0 mixed with traditional marketing approaches, that way you maximize your impact in the marketplace.
The third facet of the Trinity is your website, a good SEO website that is! What does SEO mean? In short, it means Search Engine Optimized, thus the term “SEO”. This means that your website is friendly to search engines, helping them find your relevant material and it’s organized in a way they like to see websites organized. It’s friendly, it’s relevant, and it’s therefor very important to the search engines!
Search Engines can rate you high or degrade you depending on what they find.
There is a long history of webmasters abusing or trying to trick search engines into seeing their site as one thing, when it was really something else. As a result of this, a fight started and the search engines look at websites with a wiry eye. It turns out that if you just make your website easy to navigate and relevant, you win the game. Simple in concept but not in practice as the search engines look for particular things, and if they find them in your website, they like it; if they don’t, they downgrade your website’s relevance. Not a good thing. So by paying careful attention to good SEO principles you can make your site search engine “desirable” and thus, this is the third side of the Trinity.
Robot code known as “spiders” find websites and blogs on the Internet.