Thank you for this post. I've been reading your blog for some time and as a small business owner and real estate publisher your focus is just what I need.

Your insights here really reinforced for me the critical importance of content as we attempt to connect more fully with our communities and gain more visibility. My company has had a challenging time internally as we pursue more visibility on Google and your thoughts here help me redirect our efforts with a smarter content program.

Very helpful – thanks again.

The case I lay out in this post can be leveraged to the benefit of a marketing client.

I see the overarching theme here as – go where your reader wants you to go and that is to include the would be reader.

The magical insight here is that – despite your eclectic approach – you are including your community in the content creation. You do a great job of influencing the discussion and in the same respect there is a second voice here that ultimately drives the third voice. Second voice being the community and third voice being your Google Juice.

Thanks – as always – for putting out very mindful content. It's always a refreshing read…

Have a compelling weekend

M

You've used the word “Expert” before, and I think that is part of what is at play in building Google Juice. Expertise is developed by exploring topics consistently and closely. If you're executing a content strategy, then that exploration becomes a series of published posts. Google notices.

That's essentially what you've done with the Urbane strategy: Let's be more interested in what's going on around our apartments than anyone else and let's share what we find interesting. It's a middle ground between “journalism,” which decides “This is what is interesting,” and “marketing,” which pleads “Be interested in me because then I'll make money.”

My brother shared a cool post recently on Facebook: Stock and Flow. The premise is that you build momentum out of being in the flow — the Twitterverse, Facebooking — and that momentum will benefit the stock you've built up of posts or information that transfer knowledge.

Stock & flow is a good way of thinking about way to create Google Juice authentically.

It seems the complications occur because we aren't thinking in much broader terms in how topics overlap and tie back together, and those interactions.