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Site Search from a Publisher’s Point of View


I recently had the chat with Lijit, an exhibitor at BlogWorld 2010 and a company that allows you to easily create your own search engine that encompasses your blog, bookmarks, photos, blogroll, and more! Lijit gave us an idea of the benefits of search and how their company differs from other search tools.

What are the benefits of site search?
When you first think about site search it may not seem all that interesting and that’s simply because most site owners and publishers think of their site search as a reader-side value proposition.  Basically, readers want to find content on my site and a search box allows them to do so – that much is obvious.  At Lijit we think that from a publisher’s point of view, search is arguably the most interactive component of your site.  It captures the specific and refined intent of your readership.  No other application, widget, or add-on has quite the same level of condensed and refined analysis of your content. 

How is Lijit different than other search tools?
Lijit is the only company that places the publisher in the center of their universe by helping them develop a true understanding of what their readership wants. When a publisher creates a Lijit account and begins building their very own custom search engine, we scour and index their site as well as the rest of their social content (Twitter, Flickr, YouTube, Facebook, etc.) and affiliated sites (e.g. blogroll). All that content is rolled into a publisher’s custom search application. This helps them expose all of their online content (not just their site) to increase reader engagement and time on-site while reducing bounce rates. We provide detailed statistics on what readers are searching for and finding or even not finding! We do this completely free for publishers of all sizes.? 

If it’s all free, what is your business model?
We see incredible amounts of reader intent data through the tens of thousands of search engines we’ve built for publishers.  The same data we give back to our publishers is aggregated into categories and segments that are used to sell premium brand advertisers display ad campaigns.  Publishers in the Lijit network can apply to our ad platform, set a CPM threshold price, and install ad tags within minutes.  We then serve premium ads on their sites based on the intent data from millions of unique readers. Publishers in the Lijit network that want to make money can do so and those that don’t can still run their Lijit-built search engine with no obligation to run our ad platform. 

To download Lijit’s free custom search tool, visit: http://www.lijit.com/signup/start

Have you used Lijit? What are your thoughts?? ??

Why Do Small Businesses Need To Be Blogging?


This is a guest post by Tara Anderson Marketing Manager at Lijit:

With the landscape of today’s media changing at a rapid pace, if your company doesn’t have a blog, it’s sure to be left behind. I know, I know, everyone tells you that. But perhaps by answering a few of the commonly asked questions I hear when discussing small business blogging, you’ll be more prepared to jump into the blogging waters.

Why do small businesses need to be blogging?

Short answer:  Because your competitor is.

Long answer:  Blogging can help you to generate leads and keep your current customers informed. And aside from the acquisition and retention of customers, blogs can assist with getting found on Google easier. Most search engines index blogs faster and more regularly than static websites because blogs are dynamic. Since you’re updating a blog frequently, search engines get notified and therefore your “Google juice” increases. What business doesn’t want to be ranked higher when a potential customer does a search?

Additionally, as someone who does marketing for a technology company, blogging has benefitted us in two ways. First of all, our blog has shown people the human side and personality of our company. This is huge when it comes to engaging our users and giving them a sense of our company culture. And secondly, we like to hear feedback from the people using our product. With our blog, we can do just that. Having the ability to talk with your users in an informal way is priceless.

I’m a little nervous about getting started. What should I take into consideration before launching my blog?

In my opinion, the most important thing to keep in mind before starting a company blog is resources…namely–time, money and ideas.

First of all, small businesses need to take stock of the talents they have internally. If there is someone working for the business who already has an interest in social media or perhaps really enjoys writing, you should consider that person a resource to help you with blogging. Maintenance is key with a blog and if you already have someone in-house who enjoys such things, you should take advantage of that. There’s nothing sadder than an abandoned blog.

Next comes the money part. Do you want to pay for your blogging platform or go with a free offering? There are pros and cons to each, obviously, and with the majority of paid versions come many more options for customization. Think about what you want to put into your blog financially and do your research.

Finally, there’s the task of deciding what you’re going to write about. Sit down for a brainstorming session and get creative. Your blog shouldn’t just be a mouthpiece to shout your message, but a place for you to feature your customers, discuss industry specifics and establish yourself as a thought leader.

Don’t forget about the fun. Talk about what conferences you’re going to or what meetups you’ll be attending. Ask others in the company what they want to be reading about on your blog and then get them involved.  Have a few ideas and blog posts in place before fully launching your blog…it’ll make things easier in the long run.

Now that you have your person, your platform and some topic ideas, are there any essential tools that I should be using to enhance my blog?

Here are my top three recommendations for any beginning blogger…

  • Images. When a reader comes to your blog and sees all text, it can look a little boring. Don’t be afraid to liven things up by illustrating your blog post with something visual. Or think about including pictures of your employees, your customers or your office. It all goes back to the personality piece I mentioned earlier.
  • Search. [Full disclosure: I work for Lijit and we provide a custom site search for bloggers.] Make sure your readers have a way to find all of that great content you’re creating on your blog. And if your site search is any good (*cough* Lijit *cough*) then it will provide you with analytics about what your readers are searching for, how they’re getting to your blog and what searches they’re doing that return no results. This is huge for better understanding your blog audience.
  • Comments. The whole point of a blog is to be able to have a conversation with your customers. If you don’t have comments enabled, then you’re shutting down that two-way street and your blog becomes another one-way marketing message with no engagement. Feedback and discussion are only going to happen if you let it. And now, with third-party commenting systems like Disqus and Intense Debate, you can have the option to moderate comments before they go live. This gives companies a small element of control over potential spammers and trolls.

What about some challenges I may run into with my blog?

I think people get overwhelmed with the care and feeding that goes into a blog. They launch their blog and then expect to have lots of readers and commenters the next day. You have to be patient because like anything else, blogging takes time. I suggest putting together an editorial calendar to plan out your blog posts a bit. Perhaps you want to do something fun every Friday or schedule interviews with customers every other week. Having a visual aid can be a fantastic organizing tool when dealing with the maintenance of a company blog.

Also, see what other people are doing with their company blogs. There is a lot of creativity floating around out there and sometimes it just takes opening yourself up to it in order for things to click. To illustrate my point, if a fiber equipment company and a concrete company can create successful blogs, so can you.

Any final thoughts on blogging?

Blogging is, by nature, a much more informal type of writing. Take some time to develop your voice and tone on the blog. The blog should sound more like a conversation than anything else. Readers aren’t there to read a white paper or to read something that’s overly technical. They are there to find out more about your company, to engage and the easier you make it for people to read and do that, the more successful your blog will be.

Whatever you do, stick with it because very soon, if you don’t have a blog, you will be one of the few.

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