Creating the Voice of Authority – How to Blog for Two Audiences

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Commentary by Israel Rothman

RISMEDIA, July 8, 2008-Here is the paradox that most real estate agents face when updating their online marketing strategy-you must reach your market with a message that will generate leads to feed your business. What’s more, however, you must also reach the tech “geeks” and journalists who may republish and link to your articles, creating another avenue for traffic and search engine rankings.

For social media marketing purposes, you are really writing for two completely different audiences. For example, at Social Media Systems, we are published http://WebProNews.com, amongst other ientry publications who reach over 4,000,000 opt-in subscribers.

These subscribers are mostly techies and website developers, who may not be our target market, but we intentionally write informative articles for this market to be branded as an authority for our topics, which in turn ranks us for searches like “social media marketing services,” on Google, Yahoo and MSN in the first page organic results.

The most powerful link to your site, for this purpose, is for someone inside your industry to link to and consume your content, because then Google and other search engines will follow the trail back to the source of the information, making you the “authority” source’ for your topic, and /or geographic location.

Keep in mind, however, that this will not necessarily automatically sell your product for you. Once someone actually finds your website by way of a keyword search (as a result of your status as an authority) and your relevant rankings, you also need to write content, like this article, which, while it will never be republished by my competitors, nor in any technical authority publication, it does help to explain exactly what I do, and how it may benefit you.

Likewise, you must reach consumers, and, one way to do that is to be an authority who is quoted about your profession, and/or location so that you can achieve organic rankings for those words.

Israel Rothman is an Internet advertising consultant who writes for several online magazines. Rothman has been a pioneer in social media marketing as a method of intentional search engine placement for over 900 companies during the last 10 years. He is CEO and founder of SocialMediaSystems.com LLC.

For more information, visit www.socialmediasystems.com.

RISMedia welcomes your questions and comments. Send your e-mail to: realestatemagazinefeedback@rismedia.com.

For more SEO articles by Israel Rothman, see:

• 7 Free Ways to Manage Your Online Reputation
  3 Secrets for Gaining Search Engine Ranking
  Utilizing Free Content Distribution for Advertising Purposes