Leafing through Southwest Airlines’ Spirit magazine during a recent flight, I came upon a “How To” feature by Harlem Globetrotters veteran Kevin Daley. (I stopped to read that page in detail, recalling our family tradition, years back, of taking the kids to see the Globetrotters on Thanksgiving Day.) “Special K” Daley was instructing readers on how to get a basketball whirling, one of the team’s trademark tricks.According to Daley there are four steps to the basketball spin, and I was struck by the fact that every one of those steps could be applied to the “spin” in a web log (blog).
First, says Special K, “Set the ball”. Position the ball with the lines vertically and prop it up on your fingertips in front of your body. In an earlier blog, I explained that business bloggers need to keep a specific target audience and goal in mind. Then, the blog can address that target audience and work on achieving that specific marketing goal.
Second, says Daley, “Tilt and whirl”. Raise the ball to chest level, then twist your wrist to get maximum torque. It’s the same with blogs. Remember, a blog is not an ad. You’re providing information with a particular slant or twist that showcases your expertise in your field or the special qualities of your product.
Next, according to Special K, you need to “Poke with power”. Let the ball go, and it will hover in the air briefly. You can then catch the ball on your fingertip. Each time a new post is put on your business blog, even if it’s recent, and even if you’ve posted frequently, it won’t make the customer want to go further and meet you on your website unless the blog entry’s got power and punch! You must drive readers to want more.
Lastly, advises Daley (and this is the one that really, crucially, applies to blogging), “Stick with it”. Don’t expect to succeed the first time or even the tenth, in basketball spinning, he advises.Keep it up, and you’ll soon be doing it all day long. Search engine optimization through blogging is never a matter of overnight success.
Before your blog gets noticed by search engines, it has to be”recent and frequen”. You have to provide relevant material, and keep providing material again and again, for your blog to get moving closer towards the top of the search lists. Then, you have to keep your blog there, spinning, telling your business story to all your potential clients and customers.
My special thanks to Special K. He probably has no idea he was providing tips any ghost blogger can use!