Building a Million Dollar Business Part Time #12: Search Engine Optimization and Link Love

The Hot Mommas Project Case Study Competition has launched (what is this? See our blog brief.) Now, it’s time to get the word out. One of the ways to do that is search engine optimization and other social media tools. Lessons learned from BlogHer DC yesterday are the subject of this post.  It took a while getting there, however.

Pictured here: My shower running.

White Noise Machine

White Noise Machine

Rather pathetically, I am in my bathroom typing so I don’t wake up my husband. This is pretty indicative of the weeks/months I’ve been having which is detailed in a different post for those schadenfreude-inclined individuals.

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INTERLUDE

[Blog Themesong “Everybody’s Got Their Something” by Nikka Costa Plays. Check out on PANDORA…my new love]

Monday October 13, 6.52 a.m.

Location: Inside my head, in my house in DC…Which is – as my son says – “In the world” and “not make-believe.”

Today, the Hot Mommas Project Case Study competition launches. I am getting ready to go to BlogHer Reach Out Tour in DC to promote the competition.

Last and this weekend were a severe flurry of emails between Dave our developer, Achin on our team (see earlier post), our testers, and me. Now, we take the BETA site live and wait for complaints, hopefully some praise. 

7.52 a.m. Now it’s time to go to the conference with Esther. We’ll see how it goes. Wish us luck.

8.48 a.m. The BlogHer conference started 18 minutes ago. I still haven’t left the house.

[Music stops]

……..Flurry of emails. Flurry of emails. Flurry of emails……..

…….Fix sign in process at http://www.HotMommasProject.org………

[Music starts again]

10.02 a.m. I am finally at the conference. I walk in directly from the garage into a really exciting environment.  Cool exhibitors and SWAG.  Tons of friendly, smart women. What’s not to like?

10.15 a.m. Attend a killer presentation on “Online community building as a natural promotional tool” moderated by Elisa Camahort Page. All panelists amazing. They ask for social media success stories from the audience.  I am called upon:

“My name is Kathy Korman Frey and I run a women’s leadership called ‘The Hot Mommas Project’ housed at the George Washington University.  We started a blog just over a year ago, and got on Twitter this summer. The increased interest we’ve received due to this foray into social media led to funding for our venture. With that money, we built a software program where women come online and tell their own story to serve as role models for women and girls around the world. We actually are launching TODAY.”

The entire room, filled with hundreds of people, claps. Yay.

12.30 p.m. – I exit presentation and look at my blackberry. We just got our first hate mail.

[Music stops]

12.38 p.m. – I get another email from a SUPER POWER interactive education guy who has agreed to be a judge for us.  (We are not revealing our judges until after the beta, but, I am psyched and so is the team!)

[Music starts again]

12.38-8.30 p.m. – I attend the rest of the conference, meet some amazing people, get fabulous reactions to the project, Esther and I hand out every last case competition postcard. We wrap up the night being interviewed by @dcconcierge for a cool women’s telecom blog and we also hear from @yoga_mama that she’s already started her case.

END INTERLUDE

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FINALLY…THE SOCIAL MEDIA AND SEARCH ENGINE OPTIMIZATION TAKEAWAYS or, as I like to call it, “A list of everything I’m doing really badly.” Is badly a word? Geeeeezzz this blogging and reading and writing thing is soooo complicated! (Said in Napoleon Dynamite voice).

(Note: I am trying to be cool and load a Napoleon Dynamite clip using www.killerclips.com, but, WordPress is like the Gestapo w/ foreign HTML so, my apologies if it’s screwed up. Use “Napoleon Dynamite” link above. Is worth it.)

TAKEAWAYS:

From Charlene Prince Birkeland at Yahoo’s Shine Magazine:

1. How to organize your site/blog. Think – Usable, clean, organized, one click away. What does this mean? No clutter. All key items “one click away” not buried.

2. Research key words. Do this at www.freekeywords.wordtracker.com. Use key words strategically in headlines and in your posts. What does “strategic” mean? For example if 1500 searches coming in for your term, you know your post will get buried/lost. The lower you go (e.g., 300, etc.), the better the chance you’ll have at winding up at the top of search results. Use the words in categories and tags. Tag photos. Rename photos (vs. “IMG5762139”) and put on Flickr so there is a better chance of it showing up in a search.

3. Know your current audience – I am not sure how to do this. I seem to have missed/zoned this part of the presentation.  From the earlier panel moderated by Elisa Camahort Page, I picked up the following:

– Poll your users (BlogHer has used Zoomerang, Micropoll, and Survey Monkey). Your blog company may offer a polling function, too, for free. One audience member suggested Google Forms as the “the stupid easy lazy way to do it.” More on Google Forms.

4. Montior

What do you monitor?
1. Page views – How many. What are most popular?
2. Time spent – How much time? You want people to get lost in your site.
3. Search terms – What terms are bringing people to your site?
4. Links (and reciprocate with link love) – Who is linking into you? Remember to reciprocate and give some “link love” meaning post on their blogs).

How do you monitor? Use a mix of the below:
Google Analytics
Sitemeter
www.haveamint.com
Stats from your pubisher’s tool (e.g. “stats” button on WordPress)
Blog ranking sites (Here are a few: http://www.blogrankings.com/, http://technorati.com/pop/blogs/, http://www.blogpatrol.com).

5. Publish

Think about publishing in new venues like:

BlogHer (not sure about dudes here)

Web circles – considered an oldie but goody (some competitors listed too)

Shine – Cannot figure out how to publish there at quick glance, but, they said you can publish there.

Boing boing – I looked this up and am not sure in what context it was mentioned, but, here is a funny Boing boing post called “Iran: You Suck at Photoshop.”

Don’t forget LINK LOVE and to post on other blogs when they post on yours…and so on…and so on.

If you get “the opportunity” with millions of hits, remember that you have a window of time. Keep the content coming, and keep it fresh, to hold onto those new readers.

6. Don’t “Spray and Pray.” This was not in the Yahoo presentation, but, is useful.  Flipping the Funnel by Seth Godin talks about social media marketing.  It is not about the MOST eyeballs, it is about the BEST eyeballs. Well, actually, it is about MOST – but the way you get there is by having ambassadors, fans, etc. willing to endorse your cause/product/idea/thoughts/words. “Find your 1000 true fans, have them make asks on your behalf…Tell a friend, put a widget on your site,” was the advice of a panelist. “People trust each other, not the media.”  This is essentially the social media hybrid version of Malcom Gladwell’s connector, maven, and salesperson concepts from The Tipping Point.

SUMMARY:

Summary of tools used commonly by bloggers/social media folk: Blogging (wordpress, typepad, yada yada), Twitter (here I am on Twitter. Here is Esther. Here is Achin. We are currently peer-pressuring Kaitlyn – stay tuned.), Facebook (here is Hot Mommas Project on Facebook), Friendster (not on this), Flickr (not on this, yet), Ning (for creating communities) some YouTube (not on this) and video stuff mentioned, but have a feeling that is in a bit of an “early adopter” stage. Some LinkedIn – not a ton. Then, do all that other stuff mentioned above (meaure, monitor, link love, etc.) and then use the below to try to keep your brain from exploding.

TO KEEP YOUR BRAIN FROM EXPLODING:

In a panel led by the authors of 50SomethingMoms and SarahandtheGoonSquad we learned about the following:

1. In Google Reader – Star article at top left corner to save for later

2. http://www.zotero.com – Good for academic research and tracking citations

3. http://www.linkedin.com/static?key=browser_toolbar_download – Linked in Toolbar for Firefox

4. http://www.yoono.com/ – Gives you access to Facebook, Twitter, etc. all at one place.

5. http://www.digsby.com/ – Another tool a blogger just spoke about (learned about it from her son. cool.).

6. http://www.rescuetime.com – Analyzes your internet usage each day. Eek! You can set timers, goals, alarms.

7. Organize yourself/make the world smaller – With tools like StumbleUpon (and other social bookmarking tools like, e.g., del.icio.us) as well as Twitter search.

8. (I added this) Use www.Alltop.com to see blogs by area of interest. Check us out at www.moms.alltop.com.

P.s.

Net squared (an initiative of TechSoup.org) helps nonprofits with all of this stuff. Always check out @Kanter with respect to this field.

P.s.s. As I mention almost EVERY FREAKING TIME – Chris Brogan (@ChrisBrogan) and Guy Kawasaki (@GuyKawasaki) are good folks to monitor re: all things social media. In this realm there is also Shashi. We can’t forget our man Shashi (Shashi Ballamkonda). He took the picture here of the three of us.

Shashi Bellamkonda

Esther Leff, Kathy Korman Frey, and Shashi Bellamkonda at BlogHer DC. Photo Credit: Shashi Bellamkonda

P.s.s. Here is Kimberly Wilson at BlogHer.

Kimberly Wilson at BlogHerDC

Kimberly Wilson at BlogHerDC

She is an ORIGINAL Hot Mommas Project Case Protagonist (the ones published before we opened up this competition).  She has a yoga/clothing/publishing empire but is super chill and unassuming. We love her. Check out www.hiptranquilchick.com for more.

PARTING THOUGHT:

Among other things, The Hot Mommas Project needs to do a better job of: Posting more freqently and doing link love.  So, those are a couple of goals.  Shorter posts would help me accomplish this. Feel like I’m writing a book here.

Building a Million Dollar Business Part Time #9: How to Market_Networking Our Brains Out

 

Esther and I are in San Francisco for the BlogHer 2008 conference. Okay, to be totally honest, we came out here for a party being hosted by Guy Kawasaki’s venture www.alltop.com along with Kirtsy (as part of the BlogHer conference). We decided to do this just last week. (Side Note: If you want to see why we like Guy Kawasaki, click here or here. Here is the link to the Alltop page where we’re listed http://moms.alltop.com/).

ginger ale in hand).

Charlie (aka Guy) and his angels.

 Cheating on the third angel – note: ginger ale in hand

Click here to learn who the third angel (and business partner) is.

THIS IS HOW IT ALL STARTED:

—–Original Message—–


From: Guy Kawasaki    

Sent: Saturday, July 05, 2008 2:03 PM


To: Kathy Korman Frey
    

Subject: Re: Shashi, AllTop,

Katherine,

Are you coming to BlogHer? If you are, I’d love if you can make the Alltop/Kirtsy party at my house on Thursday night. Invitation is below.

All the best,

Guy  

—–Original Message—–


From: Kathy Korman Frey  


Sent: Monday, July 07, 2008 4:08 PM


To: ‘Guy Kawasaki’
    

Subject: RE: Shashi, AllTop,

Guy,

I am seriously thinking of flying out. You’ll be there, right…you’re not just volunteering your house as a party house? 

Kathy

  —–Original Message—–


From: Guy Kawasaki
    

Sent: Monday, July 07, 2008 5:20 PM


To: Kathy Korman Frey    

Subject: Re: Shashi, AllTop,    

 I’ll be there for sure! 

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BEGIN INTERLUDE [Samba music plays]

1. Conversation with Esther “Uh…yeah…you know how this internship is Tuesdays and Thursdays? Okay, skip that. And your LSAT class. Do you want to go to San Francisco? Oh, we’ll be staying in the same room. My husband says I snore.” Esther is 100% game. CHECK 

2. See if we can book tickets to San Fran with miles. There is room in steerage! CHECK

3. Ask hubby if this works for him/fam. 100% okay with this. CHECK

BTW folks, this is an example of having a supportive spouse which is one of the TOP FACTORS in being able to “Do it all.” Keep checking back here for more on our research (preliminarily discussed in Hip Tranquil Chick podcasts with The Hot Mommas Project – new podcasts to start launching July 19. Click here for original podcast)

END INTERLUDE [Samba music ends]

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THE RESULT  [Blog themesong starts] 

Note: If you have not read the first post,or the second post or the third post(I forget which)the blog themesong is “Everybody’s Got Their Something” by Nikka Costa. (Click music samples on left side of page at the link).

 —–Original Message—–


From: Kathy Korman Frey
    

Sent: Wednesday, July 09, 2008 5:55 PM

To: ‘Guy Kawasaki’

Cc: ‘Esther Leff’

Subject: We’re flying out just for YOUR party! RE: Shashi, AllTop,

Guy,

My intern (Esther) and I are flying out JUST for your party! We didn’t even know about the BlogHer conference! We just got on the waiting list.

 Kathy

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During the trip, Esther proceeded to tell me that I look younger than I am. As my father says when my kids do something cute, “Get out the checkbook!”

TAKEAWAYS:

HNL. We thought we were networking before, having meetings and doing podcasts back in DC. Meeting with the folks enveloped in social media at the BlogHer conference was an HNL (HOLE.NOTHER.LEVEL).Whatever you’re doing, what are ways you can kick it up a notch to an HNL? This was an eye opener for us. For example, everyone is on Twitter (another story for the next post). Here is a good article by Chris Brogan on how to use Twitter.

Grow a set. For me, it was pretty a-typical to drop everything and drag my intern to CA. It was worth it, and has set a new standard for us now. We are literally overwhelmed with contacts, information, and inspiration (more on the awesome people we met in the next post). Here is a link to suggestions for driving traffic to your blog…just one of many sessions we didn’t attend (because we weren’t registered) but, alas, these are bloggers! All the sessions are covered in detail online.

Be different. Be clear.

Different – We’re called The Hot Mommas Project. We are out of a university. We research best practices in work life balance equations.

Clear – We are having a case study competition launching October 13. Women will write their own case to be used in classrooms around the world. The winners will be published in a top Prentice Hall textbook. Please consider submitting your case. Here’s our card.

Develop partners. Make asks. Before the trip to California, we had done some podcasts with SBTV and Kimberly Wilson from Hip Tranquil Chick. We had also gotten some really incredible press out the George Washington University School of Business’s communication office(see links below). This gave us some momentum.

SBTV Podcasts

http://www.sbtv.com/?segid=3151

http://www.sbtv.com/?segid=3152

http://www.sbtv.com/?segid=3153

Press out of GW – Hot Mommas “Sizzling New Research Initiative” (These are examples of how the first link – out of GW – led to the story being picked up by different wires because of the great writing of Racine  Tucker-Hamilton who consults for GW).

http://business.gwu.edu/news/archive/2008/0703.cfm

http://www.newswise.com/articles/view/542493/

Another place the story got picked up


PARTING THOUGHTS: More later sports fans…time to catch my flight back to DC.