Customer Engagement

How I Showed Up in Google in 22 Hours – The Achrontastic Maltesia Update

Some of you may recall my last blog entry included a made-up term “Achrontastic Maltesia” as an experiment to see just how long it would take for something I post to be something my potential customer can find. Well, I’m happy to report that it only took 22 hours!! No, I’m not kidding, check this out:

Search results for small business

The day after posting my entry Google was already displaying results for a term I completely made up. So what does this mean for you, the small business owner? It means that blogging is worth the time and effort you have to invest to do it right.

Before we get into it, let me make a quick distinction: I want to thank Susan Silver for commenting on my last entry and pointing out that blogging really isn’t free  . In her blog entry on the subject she points out that doing social marketing correctly requires dedicated resources and time. She’s absolutely right; it’s not enough to just post and forget, somebody has to go out and share your blog entries with your potential customer. You should use blogging in concert with other tools to maximize your results. So keep in mind that while the tool may be free using it properly does come with costs.

Blogging should make sense for your business as well. If you run a local yogurt shop you may not benefit from blogging, but if you run a PR agency you definitely would. See our friends at SpinSucks.com . So how can you be sure that blogging is right for you? Ask yourself if you can provide some insight into your business or industry that has a fresh point of view. I’ve known successful bloggers in many industries. My friend Barry runs an organic restaurant with a very successful blog where he shares produce buying secrets and organic recipes. A former classmate sells vitamins online and blogs about his battles with obesity. What they had in common was the ability to sit down a few times a week and write a couple hundred words that people might find interesting. For some businesses this is easy, for others it’s just not possible.

Now that I’ve hopefully intrigued you let me rehash the benefit of blogging. In my last entry I shared with you the concept of the Google long tail and how blogging can create unforeseen search benefits for small business. By writing that entry on and mentioning the term “Achrontastic Maltesia” I proved that you expand your reach every time you post an entry. If you write about something generic you may not come up at the top right away but over time Google cannot ignore a massive library of content on a blog. Little by little you build presence on the Internet and your content reaches more people with every post.

What are your thoughts on blogging? What is keeping you from doing it? What would you like to know? I’m making myself available to all commenters on this post. Ask me anything and I’ll answer it right here.

Category: Customer Engagement Innovation Technology

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Vistage Staff About the Author: Vistage Staff

Vistage facilitates confidential peer advisory groups for CEOs and other senior leaders, focusing on solving challenges, accelerating growth and improving business performance. Vistage member companies grow 2.2x fa…

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  1. Jolene R

    August 2, 2010 at 12:20 pm

    Andy, I think you gave some great examples of businesses that blogging makes sense for, versus those where it may be a wasted effort. Also, the quick results you received from you experiment with “Achrontastic Maltesia” really illustrate your point.

  2. Brynn

    August 2, 2010 at 4:47 pm

    Great example of what can be accomplished with blogging. Still waiting to see the results of my effects.

  3. Aomiles

    August 4, 2010 at 4:11 pm

    Interesting and novel way to show the effect blogging can have on your google ranking. Now I just wish I could get my own blog up that high on google!

  4. Rajiv

    August 19, 2010 at 7:31 pm

    I agree with your notion of using long tail terms to drive traffic to your site. Now using “Achrontastic Maltesia” is a clever illustration, but as you know there is no search volume to it – the proverbial tree falling in the woods. I would assume that in what you are recommending, the blogger would use tools like Wordtracker (inexpensive) or some of the free search engine ad tools to generate keywords related to their business. This would enhance Google perception of site “quality” and generate links by related site.

    My firm does a lot of SEO for mid-size and large firms, so I would recommend Andy’s approach of planning and blogging combined with social media activity of spreading and linking your site to other related sites. A site about vitamins would gain value in linking to a research study site that has positive outcome data. Your blog should be promoted on your Facebook page or your presentation could be uploaded onto Slideshare.

    And Susan is right – nothing is free.

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