Nuts & Bolts: Case Study

Creative Blogging for Increased Conversions

October 2007

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Another solution for increasing Web traffic via a blog is to use catchy titles to attract the attention of news outlets for additional exposure. For example, when blogging about one of his latest group trainings in Florida, Spangler planned to title the post, “Teachers perform hands-on science experiments as inquiry-based learning progresses in Bravard County.” Spencer said that to be effective, Spangler needed to find a great picture and develop a powerful title. Together, they came up with, “Parents Beware: Teachers Gone Wild.” Spangler says, “This was great Google juice! The search engines picked up on it, and we got links back to it from all over.” The flashy titles are fed through RSS and XML feeds to drive clickthroughs, which very quickly becomes viral marketing. Spangler also participates in media activities that drive traffic to find him through search engines. For example, each week his relationship with NBC/Channel 9 in Denver provides video clips placed both on his Web site and on YouTube. According to Netconcepts, these have trememdous viral reach, as well as support both link building and search placement.

In addition to using his own blog to fuel SEO results, Spangler also leverages blog interaction to drive clicks and links via social networking. He helps teachers develop their own science blogs for interaction with students, which often leads them to link to his blog in their postings. Again, this link activity and the blog visits that are a natural part of the blog development process for teachers and students all lead to better SEO results for Spangler’s site.

For small-business owners trying to increase Web traffic and generate more sales, Spangler says, “Two things are of utmost importance: 1.) Make sure you have something to say and [that] someone wants to hear it. Find some niche area on the Web where people are talking about what you are merchandising, or thinking about merchandising, and talk to them directly; 2.) Always ensure your blog features your own distinct voice. When starting a blog, a lot of business owners will see it as almost a diet pill. To stay with the same metaphor, a diet requires exercise, eating right and hard work—not simply a pill.”

Adding a blog isn’t a quick fix if there are holes in your business or marketing strategy, he points out, “but if hard work is put into it, and it is given a chance to develop and find its place in the online community, the results can be breathtaking.”

—Kate DeBevois