Diagram of a group of content clusters surrounding pillar pages

Getting Started with Pillar Pages

If you are still working away at 1,000-word blogs and long-tailed keywords, you are behind the curve. 1,000 words won’t get you noticed. However, an organized collection of the related content will. The new game is pillar pages (or, in AWAI lexicon), SEO Magnets. What’s a pillar Page? It is the center of a topic cluster—a collection …

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Picture of a grinning car salesman trying to get a buyer to sign a contract

Is Your Web Copywriting Too “Professional?”

Some websites remind me of a used car salesperson. No, they’re not sleazy, but the web copywriting is consultant-speak, written to impress. A couple of decades ago, working in a retail financing operation, I got to know good salespeople in many businesses, from carpets to cars. They knew and used the techniques of leading the …

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Photo of climbers celebrating on a mountaintop,

How to Get Your Customer to Participate in a Case Study

Updated August 22, 2021 A case study can be your most potent, hard-working marketing tool. Here’s why… People visit your website to answer two questions: Can they do the work? Can I trust them? A compelling case study answers both questions. Doing so acts as a gentle persuader because it doesn’t contain a sales pitch—only …

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