All About SEO on

March 28, 2013

Better SEO. Better search results. More visits!

The Blog

We get a lot of questions about SEO here on, and no wonder — you work hard on your site and want to get the word out! SEO stands for Search Engine Optimization. SEO recommendations are intended to help your site rank higher and more accurately in search engines, like Google. Say you write a blog about sailboats. When someone Googles “sailboats,” how many pages of results do they have to scroll through before they see a link to your blog? The goal behind having good SEO is to increase your website’s SERP (Search Engine Results Page) ranking.

Ideally, you want your link to be on the first page of results. The best ways to accomplish this are:

  • consistently publish useful, original posts about sailboats; and
  • promote your blog in intelligent ways to people who are looking for information about your topic.

The more traffic your blog receives for sailboat-related searches, the…

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How to Create Your Business’s Tagline

July 19, 2011

A tagline is a phrase that accompanies your brand name to quickly translate your business’s positioning and brand identity into a single line (a tagline) that means something to consumers. A tagline is meant to provide consumers with an indication of your brand and its market position in just a few memorable words.

Great taglines have a number of common attributes. When writing your tagline, see that it meets these criteria:

  • It’s memorable. You hear it, memorize it quickly, and repeat it with ease.
  • It’s short. Great taglines often have as few as ten syllables so that they’re quick to recite and easy to tuck in alongside logos.
  • It conveys a brand’s point of difference. The tagline tells what sets your brand apart from others.
  • It clarifies a brand’s market position and key benefits. Especially if the brand name doesn’t quickly communicate the brand’s offerings and distinctions.
  • It differentiates a business from all others. In fact, a great tagline is so unique that it doesn’t work when linked to a competitor’s brand name.
  • It reflects the brand’s identity, character, promise, and personality. It also needs to be believable and original.

A great tagline manages to excel on most or all of these fronts while also avoiding a couple of major tagline mistakes:

  • It invokes positive feelings without running the risk of triggering sarcastic retorts.
  • It appeals to consumers. In other words, the tagline needs to work as a consumer magnet.
  • It adds to the meaning of the brand name without repeating any of the same words or concepts.

By Bill Chiaravalle and Barbara Findlay Schenck


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