Thursday, December 02, 2004

Power Publishing - Using Your Own Asseets

Here's a Power Linking Strategy I have not discussed much, simply because I have been too busy to fully take advantage of it.

Power Publishing on Your Own Site(s)

The strategy is just another version of creating content and making sure to carefully link back to your most important pages. For the sake of simplicity, let's call these content pages.

Create big batches of content pages

The idea is to create big batches of content pages. They can be on your primary site; or if you have one or two or more secondary or support sites, these content pages can be on those sites. The important thing is that these pages be optimized for the type of content you want to promote -- to reinforce the page or pages you are pointing back to. That way, embedded links pointing back to those target pages will have more force. They will be more "relevant" because the context in which they are found will be "relevant" to your target page(s).

Two kinds of content pages: articles and "tips"

It has always seemed to me that there are two basic kinds of "content pages". There are article pages and there are tips pages (I'm sure you can think of others.) Both of these formats ("articles" and "tips") lend themselves to being done in what I have called "batches". By "batches" I mean instead of writing one super duper (overly long?) article about, say, Search Engine Optimization, you can write five or six (or twenty-five or twenty-six) shorter articles. Remember, Google see links on specific pages (at least that's what gets reported), so you might as well create five or six pages where you might be tempted to create only one.

In other words, don't write just one or two articles about Search Engine Optimization. Write a whole bunch. Narrow down your focus and expand little insignificant points. The truth is, people can't retain more than a skimpy little bit of information with each read anyway.

Put your batches into sections

That means you should end up with article sections. A section for this topic, and a section for that topic. And a bunch of articles in each section with links pointing at your most important target pages.

You can see how well the concept of "Tips" fits this formula. No matter what area you are involved in, you can create all kinds of little helpful tips and publish them on your website. Put each tip on a seperate page, and make sure you embed your links within relevant keyword-rich text with anchor text pointing back to your most important target pages.

1000 Trade Show Tips

For instance, I have just started creating a new feature called 1000 Trade Show Tips. Each tip will have at least two keyword-rich links pointing back to my two most important target pages. That's a lot of links. You can do the math.

It's also a lot of work. First you have to find the content, and then you have to properly organize it.

Here is what I am doing for my 1000 Tips section. I am starting out by taking some of my previously written articles and lifting paragraphs from them. In other words, I am turning each paragraph into a "tip". Believe it or not this more or less works. Each article produces about 20 tips or so. 50 articles and I've got my 1000 tips. I will also make sure that I write my future articles this way -- so that each paragraph more or less stands by itself as a "tip".

Organize your content pages to make it easy to create more

Finally, a comment on organization. I've tried quite a few different ways of organizing articles (content pages), and most have been cumbersome and hard to work with. What is required is a simple script that lets you enter "content" into a web form and that then posts that content in pages formatted according to a preset template.

I spent quite a bit of time looking for this kind of script over the last few days. I investigated several "Content Management Systems", and "Article Managers", but most have two major drawbacks: 1. They are overkill for what I am after -- too much setup, and too many options. All I want is a way of posting and indexing articles in several sections. 2. They post the articles to a database and do not usually create static (.html) pages. Yes, I know some systems do create static html pages, but I have not yet found one I like.

The little script I settled on is called Article Manager 02. It consists of about five files. Like most .php scripts you have to do some configuring. In my case I modified the templates to give me the look I wanted, and then created five or six different sections with an integrated index.

To post articles you go to a very simple article entry form. You enter your article (html works perfectly), and it gets posted to its own static page (in my case a .shtml page). A summary of the article gets posted to the index page. So you end up with a summary page with titles, dates, short summaries of all the articles. It's very simple, very neat. Click here to see my newest Marketing Article Directory. I posted 15 articles this morning in about an hour and a half.

-- Rick

This post is sponsored by Power Linking with the Pros.