The editor in chief of a financial site I regularly write for sent all of us a Martin Luther-like directive about how to improve our SEO. Sure, provocative ideas and wonderful writing still matter.
But, without sufficient ranking on search engines, which generates traffic, likes, shares, and comments, forget it. Our jobs are at stake. No fool, before I jumped into an assignment to rewrite web content, you bet I went directly to the horse's mouth - Google - to bone up on its newest rules.
No surprise, then, the wildly popular and fun Abovethelaw.com has turned to another repurposing trick. Before this, it had leveraged distributing already-published posts through email, Twitter, and Facebook. To that has been added LinkedIn Pulse. Maybe this has been happening for a while. It's just now that I noticed.
Anyway, the how-to repurposed is by Jeff Bennion. It's all about being persuasive. Likely the GOP candidates opposing Donald Trump should take at peek at it. This is a smart SEO move by Abovethelaw.com.
Actually, the SEO game has become so much THE game in communications that help-wanted ads for public relations, marketing, and media assignments demand to know how applicants will repurpose. They want the URLS of your own social media and social networks. Incidentally, what has given me the edge has been my article, yes on LinkedIn Pulse, about how to get attention, aka rankings on search engines, without needing those traditional gatekeepers. And, you bet, by linking to it in this post I am repurposing it.
Part of Donald Trump's genius is that singlehandedly he has made his name the big keyword on search engines. Those SEO savvy know that. So in headlines and the first line of content they will include "Donald Trump." That multiples Trump's exposure exponentially.
For both messaging and marketing, lawyers and law students have to put SEO first. The trick is to do that skillfully.