“New” On-Page Meta

These “new” on-page factors are the culmination of work dating back to the beginning of the modern Internet. The original diagram showing the basics of how the Web would work devotes much of its space to showing the connections between pages, but one corner lays the foundation for what is now known as the semantic web. This image shows a few of the basic properties in the semantic web: rel=author and other relationship markups, Schema’s breadcrumbs and on-page descriptions, and the hCard microformat.

Each of these more recent formats are designed to expand on what’s called POSH — “plain old semantic html” — that is, using <p> tags for paragraphs, <ul> or <ol> tags for lists, and <table> tags for tables of data instead of as layout and design elements. The two most common microdata formats, Schema and Microformats, are each based on pure HTML, codifying the use of HTML5’s itemscope and HTML4’s class and ID attributes respectively. In this way, microformats seek to make standard web coding easier for computers to find and use the various data visible on the page.

Implementing Microdata

The four most common formats of microdata: XFN, OpenGraph, Microformats, and Schema, make an alphabet soup unwelcoming to newcomers. Part of microdata’s charm is its ease of installation. But while some ways to tell search engines and other scrapers how to index a page are somewhat more arcane, microdata sits on top of the code, easily being added to existing pages.

Microformats and XFN require relatively little extra knowledge, while Schema and Open Graph assume a little bit of forward-thinking HTML5.

Microformats & hReview

hReview, like many compound Microformats, is based around hCard, which was designed to mimic the electronic business card format vCard. With hReview, you can easily mark up reviews to show in Google’s SERPs using standardized classes and IDs.

In order to do this, there are two steps to the markup. The first is the hReview-Aggregate markup which gives the data shown in the SERP: number of reviews and overall ranking. The second are the actual reviews. Both use hCard to describe about or by whom the review is written.

Here’s the hReview-Aggregate code from that page:

<div>
<h1>Patient Reviews for Columbus, Ohio Plastic Surgeon<br>
<span id="donaldson-plastic-surgery">
<span>Donaldson Plastic Surgery – Dr. Jeffrey Donaldson</span>
<span>
<span><span title="4661 Sawmill Rd #100"></span></span>
<span><span title="Columbus"></span></span>
<span><span title="OH"></span></span>
<span><span title="43220"></span></span>
</span>
</span></h1>
<p>
<span>
<span><span title="4.8"></span></span>
<span><span title="5"></span></span>
<span><span title="20"></span></span>
</span>
</p></div>

Much of this example code won’t show, which is against Google’s rich snippets documentation; however, as you can see, the snippet shows in the SERPs. The class=”value-title” syntax follows the microformat specs from their site. But should invisible content be used? Or is it spam? More on that later.

For the single hReview, the code is clear and most sections are visible. Again, use the value-title syntax to hide any data that’s not meaningful to the user.

<div>
<span><span><span title="Donaldson Plastic Surgery - Dr. Jeffrey Donaldson"></span></span><br>
<span><span title="Tummy Tuck, Columbus, OH"></span><br>
<span>
<p>DESCRIPTION</p>
<p><em>- <span>DM</span> / Columbus, OH </em></p>
<p><span><span title="4.8"></span></span></p></span></span></span></div>

XFN & rel=author

Like microformats, there are other microdata formats that use HTML 4 entities, which keeps the code accessible to most levels of website owners. XFN establishes personal relationships between pages on the Internet and is one of the easiest microformats to install. Prepackaged in many basic WordPress installations, XFN has one major use: establishing your identity using rel=author.

Using the XFN markup rel=”me”, which relates web pages about someone with social media and other profiles, and the microformat rel=”author”, which associates posts with other web pages about the author, you can let Google and other spiders know who wrote the post. While Google requires further steps and whitelisting to show up in the SERPs,

For an example, take a look at our authorship markup.
<a title="Posts by Julia Ramsey" href="http://www.searchinfluence.com/author/jramsey/" rel="author">Julia Ramsey</a>

This links to Julia’s author archive page, which in turn has a link to her Google+ profile.
<a href="https://plus.google.com/u/1/104804485354016147497?rel=author" rel="me"><img src="http://www.searchinfluence.com/wp-content/themes/si-dec10/images/g-plus-icon-32x32.png" alt="Find Julia Ramsey on Google+" width="30" /></a>

There’s some other magic going on, but overall the rel=”me” XFN markup shows who wrote the page and connects it to a social network to grab more information.

Open Graph

Moving from connecting with to interacting with social networks, Open Graph is meta information for Facebook. While much of the Semantic Web is about marking up body content, Facebook’s meta information is in the header as tags.

Using our site as an example:

<meta property='og:title' content='SOPA Dope &#8211; Today&#8217;s &#8220;Blackout&#8221;, Tomorrow&#8217;s SEO Audit' />
<meta property='og:site_name' content='Website Promotion Company: Search Influence -  Economical SEO New Orleans, LA SEO / Internet Marketing' />
<meta property='og:url' content='http://www.searchinfluence.com/2012/01/sopa-dope-todays-blackout/' />
<meta property='og:type' content='article' />
<meta property='fb:app_id' content='197784673584291'>
<meta property="og:image" content="http://graphics.nytimes.com/images/promos/politics/blog/23thompson-nbc.jpg" />
<meta property="og:locale" content="en_US" />

There are 7 required tags, mostly named logically. Two that are confusing are og:type and og:locale. The first should be “article” for most pieces of content. The “article” type is for anything that’s a single written post. Necessary, and not always included in Open Graph plugins, is og:locale, which refers to the language and location of the site.

Schema for Music

Finally, we come to Schema, the search engines’ attempt to standardize semantic microdata. Schema is deeper and more customizable than any of the other formats, however at the expense of clarity. It uses the itemprop, itemscope, and itemtype attributes from HTML5.

Of all places to find a modern web example, MySpace’s band profiles use schema for music. Check out the music player on this band’s page.

The code’s a little less clear because of the flexibility of Schema, but you’ll see by looking at the itemprop attribute that there is a wide variety of meta information categorized and sectioned in that small block of text. In the SERPs, it outputs as a rich snippet, linking to the individual song pages. Needless to say, while extremely niche, this power is invaluable for musicians and bands. All of Schema is this niche, but the benefits are massive, as seen here:

Is it Spam?

There comes a point where a marketer could easily see the potential for abuse. Hidden data, which we touched on before, is only one aspect. Certainly, there can be hidden data that is misleading, however it’s clear that some data doesn’t need to be for the end-user. Google’s guidelines say to not hide any data that is a rich snippet, but for things like a strict star rating for a text post and repeating the subject of the review, there’s good reasons to hide structured content.

However, that hidden data quandary bleeds over to reviews in particular. No website owner is going to be happy about his own site showing his products and services to be low-quality. There is a clear directive for a business owner to cull bad reviews from his own site, and therefore the reviews may be less than perfectly accurate to their customers’ feelings. One way to avoid this would be to take advantage of user-generated content, with safeguards for malicious spam and abuse. Another would be to show accurate ratings based on a rubric, though that could easily become difficult for the website owner to get through.

For social meta data, often a marketer will use different descriptions and titles to target better on a given social network. This can be used for a sly bait-and-switch, similar to some ads that use a voluptuous beauty to make you click on a much less interesting post.

However, in most cases a high-powered sniff test and tummy check are all that are necessary to determine if something is spam. Certainly the tools would not be recognized by major search engines if semantic data were considered with the same level of scorn as some marketers have for pure meta keywords. If the reviews selected are glowing, why not give them all 5 stars? If the page is enhanced and not weakened by different social and search meta data, who would mind that?

The Internet is best served by a semantic, rich web. A vibrant search page, a web that’s easily crawlable for information, and a social experience enhanced by relationships and attribution are all at the core of microdata: make the most of your site today with these techniques.

Much like our weekly 5 For Friday series, Read This! is a monthly feature on our blog that collects all the practical guides and how-to’s you could ever want to help your business compete online. What’s on the roster for this month? Check it out:
 

StumbleUpon: A Forgotten Social Media Goldmine — Nifty Marketing

With the proliferation of people tumbl’ng, digging, tweeting and sharing, it’s easy to forget about one of the classics of link sharing: StumbleUpon. This powerful little tool has been around for years, and it may be time for you to think about utilizing it for your business.

How to Write Blog Posts For Your Existing and Repeat Customers — Graywolf’s SEO

While maintaining a regularly-updated blog chock full of sparkling content is a great way to keep your link-rank high and attract new customers, don’t forget that your former and current clients are reading as well. Michael Gray provides a look at what will keep them coming back.

Number Crunching: The Top 51 stats for Generation Y marketers — Next Web

Generation Y, or the Milennials, connect to their surroundings via social technology on an unprecedented level. Check out these facts and figures to get a better handle on exactly where and how you should be focusing your efforts.

5 marketing tips for putting customers first — iMedia Connection

In order to bridge the gap from concept to plan to execution, marketing professionals must take great care to promote client satisfaction above all else. These handy tips provide a pitch-perfect guideline to putting your best foot forward when it comes to customer service on all levels.

Things the Movie “Army of Darkness” Can Teach Us About Internet Marketing — Marketing Pilgrim

Get your chainsaw-arm gassed up and at the ready, because Kerry Lee Gorgone of Full Sail University is here to tell you about how the teachings of everyone’s favorite zombie-slaying checkout boy can improve your online presence and increase customer interaction.

1. Open your browser.

2. Type in www.[yourdomain].com. After it loads, does the web address stay on www.[yourdomain].com?

3. Then, type in [yourdomain].com. After it loads, does the web address “resolve” to the same address as it did when you completed step 2?

If not, your site technically has two versions of itself, therefore leaving search engines to believe that your entire site consists of duplicate content. This problem is actually very common, but fixing it is the one thing you should do right now to help your SEO.

In the example above, the domains www.adclubno.org AND adclubno.org both exist, meaning there are two copies of every page on the site, which could be detrimental to rankings in search engines. Luckily, there is a pretty easy fix for this problem. But first, let’s discuss why duplicate content is bad for Search Engine Optimization.

What is Duplicate Content?

Image courtesy of SEOMoz.com.

1. Search engines don’t know which version(s) to include/exclude from their indices
2. Search engines don’t know whether to direct the link metrics (trust, authority, anchor text, link juice, etc.) to one page, or keep it separated between multiple versions
3. Search engines don’t know which version(s) to rank for query results

What this means is that search engines want to show the most relevant content to their searchers, but if you have duplicate content existing across URLs, the search engines get confused. Link metrics and page authority get split between the URLs, diminishing the value of all of your SEO efforts.

Ways to Check for Duplicate Content

Besides typing your domain in your browser, Virante has a duplicate content tool that checks whether your domain has duplicate content. Just submit your domain, and the tool will do a WWW/NonWWW Header Check, Google Cache Check, Similarity Check, Default Page Check, 404 Check, and a PageRank Dispersion Check. As in the previous example, www.adclubno.org failed the WWW/NonWWW Header Check, and because of this main problem, they also failed the Google Cache Check, Similarity Check, and Default Page Check.

How to Fix These Issues

So now that you’ve realized that you have a problem, how do you fix if? For starters, you can log in to your Google webmaster tools account and designate your preferred domain. This lets Google know which version of your site to provide in the search engine results. Next, you (or in my case, someone else with actual programming knowledge) should set up a permanent 301 redirect in the .htaccess file to let other search engines know which domain is the preferred one.

Once this problem is resolved, you will want to make sure that you are consistently using the preferred domain for all of your link building endeavors.

Do you know if your domain has duplicate content? Find out now!

How to Use YouTube to Build Explosive Product Buzz
They say a picture is worth a thousand words, so on that note a video can be even more effective. This comprehensive guide gives you the basics of creating, optimizing and publishing a Youtube sensation that can grow your brand and attract even more eyeballs than static images or sales copy!

11 Editorial Guidelines Every Business Blog Needs
So have you taken our advice and started a blog for your business yet? Chances are you’re not just creating all the content yourself; this valuable set of guidelines can get you started on establishing rules and regulations for your posters and editing like a pro.

The Beginner’s Guide To Content Marketing
If you haven’t invested some energy into content marketing for your brand, you may be missing out on a whole swath of opportunity for new fans, viewers and clients. KISSmetric’s back-to-basics guide shows the advantages of this practice (as opposed to the “fatal flaws” of traditional advertising) and walks you through its first steps and best practices.

Is your SEO copy crap? 8 ways to tell
Yes, you may have paid an “SEO copywriting professional” to create the content on your website, but that’s no guarantee you’ve gotten the most you can for your dime. The always-excellent copybloggess Heather Lloyd-Martin shows you how to evaluate your site’s content and determine whether it stands on its own or requires some TLC.

Integrating Social Media With Your Customer Service
While social media marketing is a valuable and worth endeavor to grow your brand, simply gaining likes and followers isn’t enough. To dynamically engage your customers, your social media presence should incorporate an element of personalized customer service. Learn how to draw in your existing customer base and create a space for discussion, strengthening personal connections with and between your clients and getting proactive with your communciation.

If you’re anything like me, when you visit a website that’s overloaded with Flash, an abundance of images, excessive menus, and just a general maze of content, your brain shrivels up to the size of a raisin and your eyes glaze over with no focus of what to look at or where to find it. (As far as I’m concerned, the same problem exists for social media outlets like Facebook and Twitter. Creating endless posts and tweets just for the sake of having more content and saying whatever pops into your fingers is the quickest way to get me to block or un-follow your posts. Then I’ll never hear anything you have to say!) The idea that the more there is to look at, the more visitors, friends, likes, and followers you’ll get is simply untrue in many cases.  You can still catch plenty of flies with sweet, sweet simplicity.

Too many web designers and developers make choices that, while skillfully executed with complicated Ajax and fancy Flash elements, not only confuse and deflect site visitors, but also have the same effect on search engine crawlers. While when properly used (read: in moderation) these elements have the potential to add functionality and style to your site, it is often beneficial to limit or altogether avoid these in favor of a clean, easily searchable and indexed site.

Take splash pages, for instance. When a splash page is your homepage, it not only prolongs the amount of time it takes for your visitors to get to the actual content they’re seeking, but it also confuses search engines. Without your homepage containing index-able elements like links to the other pages of your site and keywords, search engine spiders will not be able to properly crawl and index your site. Get rid of that splash page!

Aside from splash pages, using Flash elements or images elsewhere on your site for headers and menus can often cause visual frustration and complication for visitors and search engines alike. Dancing baby Flash headers and image-heavy menus can be a dizzying headache, and crawlers simply can’t read text embedded in Flash and images. There are several great resources for web designers on how to keep your site design from being overly complex while maintaining SEO excellence. Make sure you mind your H1′s, et al.

Personally, I agree with the late Steve Jobs when it comes to valuing the beauty of a highly-functional, simple design. There’s something to be said for keeping a clean, easily navigable, minimal aesthetic. And I’m not alone in my love of minimalism in web design.  I’m not suggesting you go out and replace all your shirts with black turtlenecks, but I am suggesting that you consider what William of Ockham said and not unnecessarily complicate matters when you can simply state your case. When you embrace minimalism, everybody wins: you, me, and the spiders. And you don’t want to upset the spiders. Trust me.

Here’s one of the emails I got:

Here we see a knucklehead posting a comment in a misguided attempt at link building. It’s not really the fault of the “spammer” that the link building attempt is for naught: this is an obvious mass-submission. Really, enough sites were probably hit by this submission machine that this message had some kind of benefit, and if so, congratulations to your diet supplements, dude.

Still, the fact stands that this carpet bombing of links missed its target with any LiveJournal comment fields it was posted on. Not because of LiveJournal’s disabling of HTML-formatted links on anonymous comments, or because this little comment is formatted in BB-code, but because of a little attribute on links that Google doesn’t like:

After joking with our very own Anthony Coleman about offering “LiveJournal SEO” services at our company, he admitted to researching the viability of this. Sadly or possibly as expected, he said that this was an empty pursuit, letting me know that every external link on LiveJournal is “nofollow,” as depicted and highlighted in the above picture. While my area of expertise in this company does not qualify me to comment on the exact benefit (or lack thereof) a “nofollow” link provides to a page’s rank, such links are certainly less desirable for SEO.

LiveJournal’s not the only site practicing the nofollow tactic to dissuade would-be spammers: Twitter takes the same approach, and so do the other social media giants. Even so, this doesn’t stop Search Influence from getting our clients a nutritious glass of “link juice” when we put links into our proverbial Juiceman Juicers all around the web. While “LiveJournal SEO” may not be a service that Search Influence will offer anytime in the future, we’ll always hold the site dear to us, and I’d personally like to thank my new pal “Odzywki” for reminding us of the respectable approach that Search Influence takes to SEO.

Internet Marketing Infographic by Vertical Measures

Knowing how to build website authority is essential both in terms of increasing traffic and maximizing sales. With the emerging popularity of Google+, just about anyone with a Google profile can utilize the platform to help with building awareness for their website or brand. In addition, with the evolution of Google Pages you can also help build the authority of your website and connect with your customers too!

Here are just a few ways you can use Google + to build your websites authority and connect on the platform.

Google+ Button

Haven’t added the Google+ button to your site yet? Do it! The social network is growing in popularity and should be around for a little while – at least we hope. Allow your site visitors to +1 your content such as blog posts, video, white papers, and even your products. Anywhere you think someone might want to give you props via +1 you should place a button.

Additionally, use Google+ to start sharing your content with like-minded folks. Build up your circles and share your posts to get +1’s too. Share others content and ask others to share yours. Google has access to this information and can see if you naturally receive +1’s on good content. Worth mentioning, many are saying that a +1 on content can get it indexed and cached by the search engine giant much faster.

Google Pages

The announcement that Google now allows businesses to have Google+ pages certainly thrilled many around the web. Share breaking news, updates, promotions, links, photos, and even talk face-to-face with your customers via Google+ Hangouts just like you would do with your personal profile.

First, build your Google+ page and fill out all the important areas. Add photos, video, and fill out the About section. Add a link to your website (do-follow!), and update your status messages regularly. Add profiles to your circle and encourage others to add you to their circle. Add a Google+ Page badge to your site with a link to your profile. Monitor how well your Page is doing through the use of Google Analytics and Google+ search.

Engage

Continue to engage on your Google+ business Page and from your personal profile as well. You might even go so far as making it a company policy to get all employees on Google+ by the end of the year. Encourage your staff to participate on your branded page and with others in your industry to connect with new people. Building up a community on social platforms isn’t an easy task, but with the help of your staff you can do so collectively. You’ll find that over time your community will naturally share your content, +1 your posts, and help increase the authority of your website all at the same time.

As Google + matures and grows in popularity so will the ability you have as marketers to drive engagement and authority for your brand. See how Google + fits into the building authority process? The infographic below shows you just how important diversifying efforts are to building authority.

Examining Ripples

One interesting feature of Google+ are Ripples. “Google+ Ripples creates an interactive graphic of the public shares of any public post on Google+ to show you how a post has rippled through the network.” You’re able to see who publicly shared the post, the comments they’ve made, how the post was shared over time, and statistics on how the post was shared. Use Ripples to examine the who, what, where, when, and why of viral posts. Attempt to emulate the messages that receive the most engagement. Here’s a list of 10 amazing Google+ Ripples to get started.

Extending Network

Use Google+ to extend your network. Sure, not all your friends and connections will be on Google+ but quite a few of them will be – especially those “in the know”. Look to connect with others through the use of Huddles or examine Ripples to see who the influencers are within Google+. Add those folks to your circles and reach out to them, working to add them to your inner circle.  Build up your brands authority by being connected with these folks, or your own authority for being in their circles.

Optimize Page

Don’t forget to optimize your profile and business page. The meta description of your business page is your intro, headline, and name, so make sure to fill them in appropriately. Optimize your Google+ personal profile too with these easy-to-follow tips.

These are just a few ways to utilize Google+ to your advantage and work to build authority. As you can see in the Infographic below, using Google+ is just one of the ways you can build authority.

The holidays are upon us, and many businesses local and nationwide are gearing up for the Black Friday sales frenzy. Be a savvy shopper and utilize these handy applications in order to find the best deals, compare prices, check to see where your desired item is on sale in your area and more!

How Groundbreaking Thinkers Spread Their Ideas — Inc.com

If you’re an entrepreneur or just a savvy businessperson, you know that knowing how to think critically in order to generate out-of-the-box ideas is a vital skill. However, once you’ve come up with your brilliant pitch, how to you get your audience to come to you? Inc.com’s Jeff Haden has some key concepts to share about the simple logistics of getting your concepts out there and your audience engaged with the message.

Photos Draw Most Facebook Interactions, Links Draw the Least — Small Business SEM

When you’re busily engaging with your fans on Facebook and promoting your online presence, it seems that putting up photos will elicit the most response and engagement on your fans’ parts. Sharing links, however, is the weakest option and comparatively offers very little reward for the effort. The theory makes sense: visual stimulation is always a plus for getting attention, and with the new Facebook UI users can simply click on a posted picture to expand a gallery-style mini-window, eliminating the need to leave Facebook itself. Will you be putting more effort into curating your business’s photo gallery now?

Google+ Rolls Out Trending Topics — Mashable

With Google+ making huge strides in recovering their previously-drooping user base and opening up to the business sphere, it seems evident that they’ve taken a good, hard look at what other social networks are doing well. The introduction of trending topics, a list of the most popular and oft-discussed items on the social network, offers users an effortless peek into the most relevant news of the moment. Several other UI tweaks have been made as well — head over to Mashable to check it out!

8 Tips to Maximize Your Branded Presence in the Google Local Search Results — Bluemnthals

With the recent hubbub over a plethora of Google service redesigns, some may be wondering where to go from here with regard to getting themselves noticed in the local search sphere. Never fear! This handy guide is an excellent overview to making sure your business is front-and-center when searchers are looking for you.

Build a Better Blog: 11 Valuable Tips to Successful Blogging
Do you run a blog for your business? If not, you should consider it: fresh content is good for your site on a purely technical level, encouraging higher search engine rank and favorable results from site crawlers, and thoughtful discussion about your sphere of business engages your fans and provokes stimulating discussion. Click here to find out the 11 steps to a more productive and fruitful blogging career.

3 Reasons Why You Should Be a Formulaic Blogger
Decided to start a blog for your business? Great –but there’s the pesky question of what to write about. Read this informative piece to discover why “formulaic” isn’t always such a dirty word.

12 Tips For Using Press Releases In Local Online Marketing
Press releases can be powerful promotional vehicles that can help you generate buzz around your brand, no matter how local your business is. Search Engine Land’s Chris Silver Smith gives an effective overview of the benefits of these social media-friendly publicity pieces, followed by an exhaustive list of ways to make sure you’re getting the most out of yours.

How To Post Your Google+ Feed To Facebook And Twitter
Are you one of the many business owners that have flocked to Google+’s newly-available brand pages? If you’re ready to start networking using the powerful tools available to G+ users, but aren’t quite ready to give up the more established Facebook and Twitter feeds (not to mention the fans you’ve accumulated on those networks), never fear: this handy guide will show you how to integrate your G+ updates to post to your other accounts without a hitch.

Google Places Basics: Two Business Listings Or One?
Diversity is the name of the game in contemporary business, and it’s not uncommon for establishments to offer a few different services — even under different names — under the same address. While it might seem tempting to set yourself up with a new Place Page or three to differentiate between these disparate services, Mike Blumenthal has the skinny on how you can do better.

While some discouraging stats about the use of Google+ have emerged in recent days, there’s no reason to give up the ghost just yet — particularly with the recent introduction of G+ business pages. If you’re hesitating to jump into the pool and establish your business on G+, linger no longer — Inc.com’s Abram Brown is here to give you the skinny on why getting in early is a smart move for small businesses and mega-corporations alike.

Content Marketing Essentials: Tactical Advice From A To Z — Search Engine Land

For those of you who just don’t know where to start making your web content sparkle, this 26-tidbit-long list provides a fantastic resource for your publication, website, blog or newsfeed. Content is king, they say — so go check out this list and don’t let yours languish for another minute!

Places Reviews: Getting Offline Online — Search Engine Guide

With the recent shakeups to Google Place Pages and the diminishment of third-party reviews, making sure the online word of mouth about your business is positive is more important than ever — particularly when it comes to Google reviews. Since these pieces function as both a ranking factor and a critical metric, spurring viewers to click through to your site, it’s important to make sure they’re in top-notch shape so you can present the best face to the public. This article offers handy tips on encouraging reviews with a handily-placed and easily generatable QR code.

How percolation time can make you a better writer — SuccessWorks

With the breakneck speed of contemporary society, it can be hard to find a few moments to meditate on the details of your day. The simple act of reflection can be enormously beneficial both personally and with regard to work. Here, SucessWorks’ Heather Lloyd-Martin shares some of the transformative powers of “percolation time,” particularly when applied to your writing projects and beyond.

5 Ways to Give Your Content Marketing New Life — TopRank Blog

Creative content can be a tricky beast, demanding immense amounts of time, energy and skill on the part of its creator to really jump off the page when read. This step-by-step guide from Heidi Cohen, President of Riverside Marketing Strategies, is invaluable for those of us whose websites’ content just don’t seem to be quite dazzling enough. Read on to learn about targeting your audience, respecting the reader and staying relevant in a fast-paced sphere of business.