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Monday, July 23, 2012

Traffic Optimization

Most of what I read about SEO, metatags, website tuning, is aimed at attracting citizens of a global web. That certainly sounds impressive, but I haven’t had much use for it.

Most of my web promotion is targeted to a specific community, for a limited time, a specific event. The web destination delivers the experience, or the information, or enables admission to a next level.

How do you create traffic for that?

Not everyone lives their life on the internet. Most of the people I want to attract are full up with other responsibilities. There is always more work left over at the end of the day.

Clay Shirky writes, It’s not information overload, it’s filter failure. And successful people adjust every day, honing in on the important, the strategic.

Before I go to a search box, I need a concept, a desire. Still I look to find a reason to believe.

If I can create that initial impetus, an initial value, my audience will respond.

Jack wrote a wonderful post explaining our Hot Sheets. That’s somewhere in the middle of the process. First they see us doing something additive, then they can get a piece of paper that offers some good information. This is the Information Age. Information is a store of value.

The impetus for Jack’s post was being approached at a recent meeting by an executive who said he already knew Jack, but couldn’t place him. Jack gave him a current hot sheet, and the man realized how he knew his, and accused, “But this handout is different!”

Did you ever ask ask a four-year old, “What’s new?” The answer, “EVERYTHING!”

What new with you?

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