This editorial will appear in tomorrow’s print edition.
Page views, traffic, unique visitors – that’s the name of the game on the Web. The point is to hook people looking for what you’ve got by making sure their Google searches make a beeline to your site.
You’ve got to jump on what’s hot. Work the search terms du jour into your posts, your headlines, your tags. And here’s an idea: Work all the sizzling terms into a single post.
We’ll give this a try. Google tracks the most popular key words and lists them on various indexes. We discover there that “sarah palin” seems to be a big draw. There’s plain old “sarah palin,” “sarah palin newsweek cover,” “sarah palin sexist newsweek editor,” “sarah palin nice legs,” “sarah palin going rogue,” “next president you betcha,” “sarah palin liberals will jump off bridges” and many other permutations of the unusually strong palin brand.
Let’s make our fundamental marketing strategy clear here: Palin Palin Palin Palin Palin Palin Palin Palin Palin.
Another big one is “glenn beck.” In fact, those two words bring up more than 9 million hits on Google. And “glenn beck” is joined at the hip with “fox news,” which is another hot pair. It makes sense, then, that a post that combined “glenn beck,” “fox news” and “sarah palin” – as we just did – would bring a drove of their fans and foes this way, though we’re certain they’ll feel duped when they get here.
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