Author Archives: Paul Hill

Google Hummingbird, search rankings and on-site content strategy

google logo 2013“How about a clip of you twerking, boss? There was an avalanche of likes when the office did the Harlem Shake, though not as many as when we did Gangnam Style. But if you twerk it, it’s bound to go viral.”

Take a pop culture trend. Take it out of context. Film it. Share it. Sit back and wait for the social likes.

Some call it trendjacking. Others that it’s just hopping on the proverbial band wagon. Sometimes it works. More often it’s lame. It’s certainly not a content strategy. Nor is it likely to help your search rankings in the era of a Googlebot that is interested in user intent.

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Mad men and lousy copywriters: a writing guide for bloggers

He’s staring at a virgin piece of paper laid out on the desk. His pen hovers over the blank sheet. Stumped, he leans back in his chair with a sigh. Smooths his hair and draws deeply on a cigarette.  David Ogilvy, one of the best-known of the Madison Avenue ad men, said he was a “lousy copywriter”. “If all else fails, I drink half a bottle of rum and play a Handel oratorio on the gramophone,” he told one correspondent who asked for the recipe for good writing. “This generally produces an uncontrollable gush of copy. The next morning I get up early and edit the gush. ”

The printing press and movable type, the typewriter, the word processor and the internet have made it easier over the centuries to share the written word. They haven’t made it easier to write well. Having the means of publication is not the same as having an audience. The internet bulges with blogs with an audience of one: the writer. Poets and novelists hope to find an audience but can work to please themselves. But journalists and copywriters are paid to enlighten, engage or entertain and have failed if their work is unread. Likewise, bloggers. Read more on Mad men and lousy copywriters: a writing guide for bloggers…