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This week’s content collective is all over the place, but in a good way. With search and online marketing changing so fast, it’s important to keep your eye on the big picture and consider a wide range of elements to keep your campaign on track. We start by looking at how you can grow your business with better blogging practices, and then move on to some hints to become more search savvy, and finish it off with an article about improving your overall site design.

Claye Stokes recommends:

How A Boston Appliance Store Grew Business Through Content Marketing

The key takeaway from this article: Don’t just blog for keywords, blog for sales. In other words, your purpose in blogging needs to go beyond building a link. It should go beyond producing content for the sake of having more content. There should be a very specific purpose behind everything you write.

In this article by Arnie Kuenn, he talks to the president of Yale Appliance, Steve Sheinkopf, to get the details of their highly successful marketing campaign. He talks about how they used blogging to capture potential clients no matter where they are in the sales funnel. It requires some extra strategizing, but they created content to address specific needs of clients depending on their current position in the funnel.

Just remember: it’s about blogging for a purpose. Not blogging for links.

Colby Hooley Recommends:

Top 10 Search Modifiers: Why They Matter, What They Are & How To Use Them

Most of the world is content to use just the basic elements of Google’s search engine, which is to say that they often just put in a basic keyword and hope for the best. In this article by Jon Ball we’re reminded that there’s a lot more that the search savvy user can do to find the results they need.

This has become especially important with some of Google’s latest updates, particularly the Hummingbird update which targets more advanced search queries. This is a really in-depth article that does more than list the 10 most useful search modifiers – it goes into how and why you ought to use them.

Melissa McGibbon Recommends:

3 Essential Ways to Improve Your Website

According to this article by Curt Hanke, last year over half of all the retails sales in the U.S. were influenced by the web. At the same time, 78% of B2B prospects start by searching the web. In other words, your website has a lot of influence even beyond ecommerce shopping. Despite that, many companies have let their websites get a little old – a little outdated.

How much more could your website be doing? Check out the full article to see all three of his suggestions, but right at the top of the list is an effective and attractive web design. We’ve talked about how important it is to work with a designer to create a good design, and since 46% of people say the design is the number one criteria for determining the credibility of the company, it’s worth the investment to keep your site completely up to date.