key phrases

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I have a number of branding and marketing memes floating around the web. I’ve built a business upon them.  One of my new favorites is “Redistributing marketing wealth through branding.” (Google it. It will set the hook even deeper.) 

If you think about what makes a good meme, it’s clearly memorability. And memorability is enhanced by a couple of things. Is it easy to say? Is it easy to remember? Does is borrow from another well-entrenched saying? But if it’s too close to another phrase, a Google search may be diverted to the original, so be careful.

Key words are so 8 years ago.  But we still voraciously invest in them. I still do.  All the blog platforms require it.  My most powerful meme is the company name itself: What’s The Idea? (That’s another good trick.) I publish it every day in my keywords as “Whats The Idea,” sans apostrophe and question mark, and as “Whatstheidea” – my URL.  Kinda own it now.

This Meme Trick is something you are not likely to learn in a content marketing book.  It’s best learned by actually doing it. By creating.  By posting. Not pasting. Google “posters versus pasters.”

Peace.

 

 

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I play Google like a Stradivarius. But it helps top blog a lot. Actually blogging is foundational to how I play my violin.  I was reading Thomas Friedman today and in his Op-Ed column he suggested readers Google “power drills to the head and Shiite militias in Iraq.”  Please don’t, I‘m just making point.  Mr. Friedman knows how one can direct people about the web by simply offering key words or key phrases. I’ve been doing the key phrase thing for years. And key wording them in my daily blog for years.  In many cases, in the branding world, they have become memes.

It’s heaving lifting and takes commitment. It’s also cleaner than white or black hat SEO manipulation. When I direct people to my definition of branding as “An organizing principle for product experience and messaging” they find me.  When I tell prospects to Google “social media guardrails” they find me. “One claim three proof planks” is indexed by Google straight to me.

Are you hearing that violin? Back pat, back pat.

Peace.

 

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Whoever invented the term “keywords” probably worked at Yahoo! in its heyday. Today keywords drive the monstrous SEO/SEM business but are getting out of hand when it comes to bidding wars in the Google-verse.

One of the things I’ve been focusing on with search for my brand consultancy is the “key phrase.”  The memeable phrase.  (FYI, a unique name such as whatstheidea, is a great brand start.) As a daily blogger and original content creator (Google “Posters versus Pasters”), I know that owning key phrases on Google and pointing them to my site is a great long-term traffic builder. Yes, it may take a while. Yes, I could speed it up with a black hat cowgirl at the controls. But I much prefer the slow, steady build. It feels cleaner. 

Key words are easy but lazy. Key phrases are rich, targeted and ownable. Think phrases!

Peace.

                                

 

 

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