Online Marketing Blog

Reading the marketing and advertising trade journal Advertising Age, I was struck by how the comments made by AdAge’s Guest Columnist, Beau Fraser, the managing director of ad firm Gate Worldwide, which were directed at big clients and the advertising and marketing mega-firms and boutiques that serve them apply in some ways to small businesses and their online marketing people. The piece is a bit of rant, really . . . and maybe justifiably so, but I know next-to-nothing of the Madison Avenue-world of advertising. What Mr. Fraser says about advertising at its best, however, - “Advertising provokes thought, differentiates commodity products and helps consumers make better-informed decisions.” - rings true for the product and client services produced by the search engine optimization and online marketing specialists I work for.

Mr. Fraser’s guest column suggesta there are four points that will help big clients allow their big-firm advertising shops serve their maketing interests better. (If any of my bosses’ clients happen to read this, these comments are not directed at you - so don’t take offense. Nor do I think Beau Fraser intended offense for anyone, merely hard-won constructive criticism, all in the name of putting out a better product, and creating a more invigorated climate for both client and ad agency.)

Here are Mr. Fraser’s points transposed, I suppose, with a view to how working with small business SEO amd online marketing specialists can boost the profile, revenue and productivity of small, mid-size and growing businesses lthat rely increasingly on the cyber-traffic to their web pages as well asthe foot-traffic past their storefronts:

1. Avoid treating online marketing “as a pit stop, not as a profession”. - I’m new to this on-line marketing business, formerly having been a lawyer. Yet, even with the staggering amount of reading that was necessary in that racket (yes, racket!) to keep abreast of not only my area of specialization, but the state of the law in general, I am blown away by the amount of information my bosses have to absorb in order to keep abreast with and tap into the best practices in this ever-evolving field. When undertaking online marketing oneself, or when working with your consultants or contractors, I think its essential to treat a business’ online storefront as every bit as important as a retail storefront. Its gotta be clean, persuasive, inviting and intriguing to attract digital foot-traffic and keep them around long enough so you can make your sales pitch and let the person who found your site decide they want the products or services you are offering, Cleaning up a derelict storefront, opening up a new neighbourhood boutique or creating an online presence takes time and effort. Time in the pits optimizing the appearance and efficiency of your site is not time that is spent off the race track where you are competing for positioning and sales. Nobody is going to lap you while you clean up your digital storefront. Quite the contrary.
2. Do Not “Lack Courage” - Change is, or always can be, intimidating - and the pace of change in online marketing is blistering . . . and increasing. (See point 1, above, regarding how much time my bosses have to spend keeping abreast of online technology’s ever-burgeoning possibilities.) Mr. Fraser makes the valid point that clients can have a tendency to “make decisions based on sacred cows, those rules, standards or formulas that are blindly followed because ‘that’s the way its always been done.” Trust in the ‘pros from Dover’ you’ve hired to help you enter the online marketing stream and foster the ’stick-to-it-iveness’ to wait for organic, growing results, some of which may have what is referred to as a long-tail. While there are plenty of fly-by-night SEO operators who can deliver a quick boost to the top of Google’s rankings through quick-fix, questionable means, ranking consistently on the top pages of the search engines requires both short and longer-term efforts to build the web site configurations, content and connectivity. And some of these efforts may seem counterintuitive to how a ‘bricks-and-mortar’ storefront builds traffic and generates sales revenue. It takes courage to take the leap and perseverance to see past the quick fix to the end of the long-tail results.
3. “Get Aligned” with Your SEO Team - To produce optimal results in the search engine optimization game, there has to be a mutuality of interest, where client and provider share the mutual goal of creating a digital footprint that will stand out. Trusting in each other, and having a shared goal and belief in the process, product and progress of results is essential.
4. Make Sure ‘Decision Makers’ are In Touch - For the quick response to changing markets and marketing conditions its critical that a small business’ ultimate decision-makers on matters of site performance, optimization and functionality are in touch with the vision and plan of the SEO, online marketing ‘decision maker’ who is handling your work. In fast-changing times, fast action is most often called for. You don’t want to be sidelined, or have your site sidelined, while waiting for site changes and functions to be approved and then revised pages uploaded through your host server. As technologies emerge evermore quickly and evolve evermore rapidly with new online, internet marketing tools being deployed on a daily or near daily basis, and with emerging new paradigms in business-to-business and business-to-client communications, not only a shared vision but also a fast-action client/marketer response is required.

If you are just entering the online stream, so to speak, don’t hesitate to get your feet wet. Take it from a ‘newbie’ - it’s invigorating. But get with experienced, knowledgable and adaptive specialists who will not only be able tooptimize your site, but will be able to keep you abreast of online marketing developments and the latest internet marketing and search engine optimization techniques as they emerge, whatever these may be this week - or . . . more importantly . . . next week.

May 12, 2008 - Internet marketing sites are “a-Twitter” - forgive the pun - with talk of recent moves by Facebook, MySpace, and now Google, that will enable small business websites to tap into the potential for online marketing through the social networking media. Online marketing advantages that were formerly enjoyed by only the largest of sites with reams of resources and technical expertise are poised to become features that savvy small businesses, growth companies and mid-size players can easily tap into.

Today, Google announced it is rolling out a new Google FriendConnect feature that will easily allow small business web sites to let their clients and customers interact right on their web site without ever leaving their page. According to David Glazer, Google’s Director of Engineering, “Many sites aren’t explicitly social and don’t necessarily want to be social networks, but they still benefit from letting their visitors interact with each other.”

The potential for small business marketing online through building customer loyalty, brand marketing and driving revenue is fantastic. Imagine the potential for a local wedding planner to enable bride, groom, families and friends to interact online, sharing their ideas with each other to maximize what they would like to experience at an upcoming wedding -and being able to purchase the products and services online, onsite to realize those ideas - all without leaving the planners site. As potential customers interact in brainstorming ideas for one upcoming wedding, they will be able to invite their family and friends onto the site to discuss and get feedback on their own upcoming events. Fantastic ‘long-tail’ prospects await entrepeneurial small businesses that tap into the emerging new technical capabilities Google, Yahoo!, Facebook etc. are letting the little guy into!

Google will preview its new features s that will allow them to make the Web 2.0 world of “any app, any site, any friends” a reality for website owners at its Campfire One, Googleplex.

My new boss is now officially as jaded as the lawyer I used to be. . . . On my way out yesterday, I poked my head in his office and asked him to look over an article I’d posted on eZine.com for a client, to see if I’d gotten the right mix of keywords – not too many, not too few – in the article’s content. He opened the article and looked up at me with “You’ve got to be kidding me!” written all over him. “To be honest,” he said, “I look at this and all I see is blah, blah, blah . . . link!” “Wow,” jaded, I thought. The article, its content and length was more than he was used to seeing in SEO land, apparently.

And that seems to be the critical balance in SEO copywriting. Yes, we all want to get content up there on the web that has the all-important incoming link to our site, but how to best achieve this while getting the double-boost of attracting readers to the site, blog or social media space you are writing for? After all, in the short-term link building gets the page ranking boost you and/or your clients are looking for – but it’s short-lived. I think my bosses and I agree, and we wouldn’t be the only ones in the industry, that social media marketing – MySpace, Facebook, del.icio.us, dig etc. – is the next wave to ride. But how best to ride it and turn it into a strategy that pays for itself and for our clients? After all, almost by definition users on social media sites - perhaps with the exception of the SEO-types I now rub shoulders with, but I know( or at least hope), that they too tap into what is out there on the internet for fun and frolic) – do not want to be bothered with in your face, blatant marketing content. What’s a poor hack to do?

I think the answer must lie with almost the very first thing I heard about SEO when I first interviewed for this gig. “Content is King!” With Google still trying to figure out how to monetize its social marketing phenomenon - YouTube, all of us seem to be focusing on how we can utilize social marketing media to boost the page ranking on the search engines. What we seem to forget, as I see it as an admitted SEO newbie, is that the blogs like this that we publish are already social media. Readers come to them not only for the information that they want, but to be informed by it. That’s communication, an inherent social medium.

As I write articles for the directories, content for web pages and blog blurbs like this one, I try to keep in mind that their is an end user out there who will, I hope (Are you out there?) read what it is I am writing and feel motivated to take some action as a result . . . post a comment, link to the site, return to see what is new in a week or two’s time, link to my client’s site. That is how the internet grew, and I feel that all of us in SEO should bear that in mind while we’re trying to make a buck or two for ourselves and our clients.

Google faces a great challenge in figuring out how to turn a buck, or bigger buck, on YouTube. Google CEO, Eric Schmidt was candid about that during his recent interview on CNBC. Ultimately, however, if you want to put readers eyes in front of the advertising, products or services you are marketing on line, whether for clients or through affiliate marketing, you’d best be assuring that the product that is going to capture their eye is also going to capture their imagination. Down in the caverns of Google Labs and Google Research, I’m sure they have this uppermost in mind. Good thing they have the cash to back up the imaginative ways they will undoubtedly come up with for marketing their products, ads and services through YouTube, which is becoming greater asset for them every day, if they can only figure out how to capitalize on its social marketing potential. I for one will be keeping an eye on how that plays out how to do the same on a smaller scale in the social marketing milieu the rest of us small fry swim in.

Chris Silver Smith at Search Engine Land put out a great piece on May 5th regarding what seems to be a disconnect between Google’s current page ranking method for local search terms outside of the major markets and what is, essentially, Google’s basic business model. If the internet is, as I understand it to be, a user-driven, ‘digital democracy’ – that is, the end-users (you, us) will migrate to using the hardware platforms and software programs that best enable them to get the information that they want, be it product information, entertainment, news, how-to tips, or whatever with the least effort and hassle – then Google and the other search engine players have a vested interest in ensuring that the person entering their search query, using the words they think will in fact get them the information they are seeking, the information that is most relevant to them.

Curious then, isn’t it, that the typical page rankings that come out of Google when you type in a specific place name for a locale that is not one of the major urban centres still come out in a most arbitrary fashion? As Mr. Silversmith observes in his Search Engine Land article, punch in the name of a town, smaller city or suburban area where most of us live after all, and Google will typically spit out what it sees as being most relevant to that locale in the following order: Local/CityGovernment websites, Chamber of Commerce/Local tourist bureau/visitors’ bureau, local Wikipedia articles, local newspaper websites, etc. This order of page rankings or search results really doesn’t seem to have much to do with what information most users are likely to be searching for. It’s arbitrary, as Mr. Silver Smith says.

Optimizing a website for the search engines - SEO at its best and most effective - is really all about ensuring that Google’s web crawling “spider” program finds your website and indexes the website and its content as being relevant to end-users who type in certain specific search queries. At its best, your website and its content will help your targeted audience self-select your web pages with the help of the search engines. The job of Google, Yahoo! MSN and the others is to figure out how to monetize this process, so that they can make money while helping your potential customers find you.

Mr. Silver Smith suggests overriding Google’s current arbitrary system for ranking locale-specific search terms by doing an end-around and posting material that will get Google to override the priority of local search terms in favour of universal search terms. Probably “grey hat”, but it seems to be effective. He suggests that an interim strategy which will help you get around the current glitch or arbitrariness in Google’s local search page ranking methodology, and get your local business site optimum ranking for a locale-specific query, is to put up a YouTube piece that for whatever Google-logic it deems to be more relevant than its current default ranking according to dry Gov’t websites, Chamber of Commerce websites etc. (Could it be that one of Google’s current top priorities according to Google CEO, Eric Schmidt, in his recent sit-down interview with CNBC’s Maria Bartiroma, is figuring out how to best monetize the surging popularity of its YouTube subsidiary ?)

While this is a good short-term fix – it will work for now – you can bet that in the not-too short term Google will be rolling out local search and mobile search products that will fill in this gap and it will be back to SEO 101 – making sure that your website has the content and links to the information, products and service that your local customer is searching for with his laptop or, increasingly, her mobile phone.

After all, Dr. Schmidt noted how great it was when he was on the road in a major centre and he wanted a cup of coffee to be able to pull out his phone, key in “Starbucks” and have Google Maps show him the nearest outlet where he could get his Grande Sumatran bold, double non-fat latte or Chai tea. You can be sure that Google’s CEO would quickly recognize a lost opportunity and be miffed if he googled in “Starbucks” in Ottomwa, Iowa instead of Ottawa, Orlando or Osaka (should he ever find himself in Radar O’Reilly’s hometown on business) and all he got was a bunch of local Government web sites and Chamber of Commerce balderdash instead of convenient Google Map directions to a hot cup of joe!

Stephane Malhomme’s recent article in the Financial Post’s “Small Business” section (April 21, 2008) regarding search engine optimization and how to get your small business website to the top of Google’s search results page was interesting and topical, yet did not fully cover the whole SEO story. The techniques that were discussed by SEO’ster Justin Cook in the article are known in the search engine optimization (SEO) field as “keyword stuffing”. This is the practice of placing key words that describe the product or service you are offering as many times, and in as many places as possible, in your web page’s hidden html code as possible.

While Mr. Cook, of Convurgency.com, is technically correct in that keyword stuffing can have the effect of quickly bumping your website from page twenty to page one of Google’s search result rankings, it will not keep it there. Moreover, Google and the other search engines are more than overly familiar with this outdated SEO technique. The practice can, in fact, have the opposite of the intended effect. Once Google, Yahoo! or MSN analyzes your website’s html code and sees that it is keyword stuffed - and they will - the page will in effect be punished for the practice and will drop off the search engine’s radar screen - perhaps altogether, depending upon how blatantly the practice is abused.

Search engines are designed, and continually updated, to ensure that the results that are most relevant to the end user searching for information are displayed first. Google’s entire business model is premised on this, and they jealously guard against entrepeneurial types that seek to ‘game the system’ utilizing technical shortcuts that are irrelevant to the end consumer, such as keyword stuffing. If they didn’t, users would obtain better, more relevant search results using a different search engine! Consumers would vote with their feet - or in this case their fingertips - and Google’s market share would tank.

In both SEO and search engine marketing (SEM), the maxim is “Content is King.” While it is important to ensure that the relevant key words are in the right places on your website - and in the right amount, and no more - it is more important to provide quality information - content that is both relevant and interesting for the end user (i.e., the person typing in his or her search query). It is important to include the relevant key words when adding content in the form of articles, pages and blog entries to your web page, but not to overdo it. Every person who links to your site as a “favourite” is worth more than all your efforts optimizing your website

When a small businessperson is seeking advice on SEO or SEM - whether hiring a professional to undertake that function, or in looking for courses to learn how to perform those functions oneself - caveat emptor still applies: Buyer Beware! If the person selling you SEO services or advice is talking about a quick, one-time fix brought about by a tweak to your webpage and is not telling you that the best results are achieved by continually adding new and relevant information for visitors to your site, shop around.

The maxim (mantra?) for an SEO copywriter is, as I was told on Day 1, “Content is King.” The key, as in any type of writing, is finding subject matter and writing content that is (a) relevant, (b) topical and (c) interesting to the audience. A broad survey of the search engine optimization (SEO) terrain shows that some companies will put up ‘content at any price’, and at the lowest price possible, or so it seems - ignoring these ABC’s of good composition.

To that end, there is a tendency to outsource copywriting to offshore markets where labour, even creative labour, is relatively inexpensive. Following trends in other industries, copywriting is being outsourced to emerging economies, like India, where a significant portion of the population is schooled in English. There are even accounts in some industries, like customer service and support, where jobs are geing re-outsourced from India to other nations such as Egypt with a small but significant number of workers are versed, if not necessarily well-versed in English.

The trouble with this particular strategy in SEO is that you run the risk of paying for content that is duplicate to or derivative of material that is already in your sector of the online domain, if not purchasing outright ‘cut-and-paste’ plagiarism. Stories abound of content that is just reproduced under another writer’s byline, or of foreign language articles that are machine-translated and posted as original English language content. You don’t have to go venture far in the blogosphere before encountering content that is recognizably English, but the jist of which is barely recognizable to the end-user - the reader you are aiming at. The question then becomes how relevant or interesting is it to the audience you are aiming at?
As an inveterate newspaper and internet reader before entering the SEO field, I assumed that it need not be too difficult to find relevant, topical subject matter that is interesting to the audience. Enough time spent reading the daily newspapers, trade journals, and the articles and blogs that pertain to one’s industry and interesting patterns and peculiarities would seem to emerge of themselves. That was my thinking.

Some days that proves true, yet on other days it doesn’t. It is interesting the variety of information that is available to strike one’s creative fancy as a copywriter. Again this morning, I was struck by the catchiness of a stylistic phrase which seems to be on everyone’s lips and is now leaping from lip to print. That is, the “damn with faint praise” literary device of asking a question with a clearly negative answer and then answering with the phrase’ “Not so much” as a dramatic yet effective understatement. (The emphasis seems to be on the pause between the long, drawn out “not” and the two-word or one-word follower, “somuch“.)

Examples of the use of this “damn-by-faint-praise” technique can be found in today’s copy of the National Post, where the results of the latest Ipsos Reid poll on Canadian and American political attitudes were reported. Turns out, that a slim majority of Americans feel that the world would be safer under a John McCain presidency than one of his Democratic contenders. “Canadians?”, asks National Post reporter, Sheldon Alberts. “Not so much.”

The variants of this emerging, but not-yet-trite phraseology first caught my eye in print this morning in an entertaining and informative posting on social marketing by Social Media Group’s blogster, Rob Clark (see “Lies, Damn Lies and a Large Double Double”. If you don’t know what a “double-double” is, you are probably American, European or live on Queen St. W. in Toronto. Don’t worry. All you need to know is that a “double-double” is the traditional way in which Canadians order coffee at Tim Horton’s, their local, Canadian version of Starbucks or Dunkin’ Donuts.) I’ve looked back and have noticed that this cute and catchy faux questioning has gradually crept into the speech of my friends, and more particularly my two teenaged daughters. It would be most interesting to find out its origin.

If you have read this far, you will no doubt have realized the point of my argument. It does not take much time to find content and material that is at least interesting to the reader. (I will leave it to the reader to decide whether the above is relevant or topical.) But in turning to content that is mass-produced, so to speak, off-shore, webmasters and SEO companies risk posting material that meet none of the ABC’s of good copywriting. If content is neither relevant, topical nor particularly interesting, this only makes one’s efforts to funnel viewers to a website with the content they are searching for all that more difficult. One may build the all important ‘links’ that are necessary to bring a site to the attention of the search engines, but how does this convert into potential customers for your client’s products or services?

Ah!!!, the rich, creative life of an SEO copywriter…. When I tell my friends that I write for blogs and web pages they seem to be so much more impressed than saying I’m an ‘SEO copywriter’. Frick…most of my friends can’t even spell SEO…..

My, but this life as a “creative” is to be envied in this new, vibrant Web 2.O world! Why, just last week I spent the first week of spring sequestered in a budget rate conference room at the local Holiday Inn learning all the nuances of the fine art and science of search engine optimization. (Warm thanks to my bosses for having the courage to send me out in the corporate world to mingle with their clients.)

By the end of the 5th day of the Search Engine Academy course when Bob Gill of I2BGlobal seemed to have us raptly immersed in the gripping arcana of applying analytics to HTML to optimize our client’s web environment for Google’s all-seeing “‘bot”, I had a revelation. Only five of my colleagues were intrigued and delving headfirst into the undecipherable, the other four – “creatives” like me – were checking their e-mail. I could be content to focus on “content”. Liberation was at hand!

Wondering if there was anything humorous pertaining to my current plight I googled SEO jokes, SEO humour etc. Disappointment…. A lot of what I came up with were just recycled lawyer jokes. Being a former (now recovered) lawyer I have a keen sensibility for good lawyer jokes, but I was discomfited to think this was the quality of SEO joke writing. Most of the recycled lawyer jokes were not really good, or sadder to say, very new or funny. (E.g., What’s the difference between a catfish and an SEO copywriter? One is a cold-blooded, scum-suckin’ bottom feeder, and the other is just a fish….)

Then I found a dated but seemingly original compendium of SEO jokes by Matt McGee at smallbusinesssem.com. I really don’t know what to make of my reaction to these quips. Is it sadder that after two weeks writing SEO copy I don’t get half these jokes, or sadder that I do? Kind of pathetic for a guy that couldn’t even spell SEO himself a couple of weeks ago.

But, to be included as just another hack SEO writer, I’ll give you my own spin on the recycled-lawyer-cum-SEO joke genre:

Q: What’s the difference between a web developer and God?
A: God doesn’t think he’s a web developer!

TTFN (tah tah for now)….

On Day 3 of my new gig as an SEO copywriter I learned Google had acquired the major search engine optimization firm, Performics Search Marketing, as a part of its 2007 acquisition of Double Click. (Did I mention I was a ‘newbie’ at SEO copywriting?) That Google, the dominant search engine, would operate one of the leading SEO firms suddenly felt like “déja vu all over again,” to quote the great sage, and erstwhile Yankees catcher, Yogi Berra. (Berra was either an enlightened man, living up to his moniker, or a man who was very, very confused by things. In the end….is there much difference?…..)

Just as I’m getting started, it suddenly felt like the fix was in….Then my boss informs me Google’s announced it will sell Performics….Whew! I’m so-ooo new at this…..Maybe there is time and a place for an aspiring recovered-former- lawyer-turned-SEO-copywriter-wannabe to learn the tricks of this trade before the big fish eat all the minnows in the pond….Hey! What’s that big-mouth bass doing in the shallows? I thought they only hung out in the deep holes….

For a newcomer’s analysis of how Google’s announced divestiture of Performics is good news for the SEO industry and players in the local search market go to the full article of Thank God for Google! at eZinearticles.com.

Okay…. I admit it…. I’m a newbie….

After writing college newspaper articles, academic papers in law school and all-too-often dry, sterile legal prose as a practicing lawyer – and adding the occasional bon mot as an amateur blogger from time to time just to save my sanity – writing copy for a dynamic SEO firm seems to be both a challenge and a lot of fun. At least, at first….

Q: What do lawyers use for birth control?
A: Their personalities!

“The Challenge” seems to lie in writing for three audiences at once: First and foremost is the faceless guy or girl sitting behind their keyboard, perhaps impatiently searching the web for the information they need. Second is the client, who in the end is the one who ultimately pays my salary. (A fact I’ll have to consider at greater length, as I suspect I would only forget his or her interests at my own peril.) Third, there is the ubiquitous ‘spider’ endlessly trolling the net for its prey.… Or, worse yet, bypassing me and making my best efforts its unwitting victim.

What will the friendly spider’s clinical machine language make of the language I have to use to keep my copy human and accessible for audiences one and two? Will Google’s friendly search engine spider come back and visit me often? Do spiders have a sense of humor? I rather suspect not….

“The Fun?” That’s a no-brainer. Who else gets to come into work, idly surf the net for topic subjects and then gets to write about whatever seem to pique his interest? In a venue where “content is king” and one may be writing for clients as diverse as mortgage brokers, digital broadcasters, trucking outfits or computer leasing firms, the grist for the daily mill seems almost limitless. (And, yes, it seems I’ve heard the mantra “content is king” repeated almost endlessly … even on Day 2. Thank you, Mark Jackson at Search Engine Watch. They were almost the first words out of my prospective bosses’ mouths during our first sit-down.

Of course, this begs the questions. Will there still be a challenge on Day 50?Will writing SEO copy still seem as fun on Day 5,Monday morning? Are there any good SEO jokes out there??? Surely not as many as there are good lawyer jokes….

Defibrillators anyone….??????

Sitting on a patio Sunday, the first real spring day in the Toronto-area, I was telling my friends how great my new job as copywriter for a dynamic local SEO firm is. Then I pulled Sunday’s New York Times out of my satchel….Smack dab on Page One, right below the fold, sat an article by Matt Richtel describing how some type-A blog writers are apparently dropping dead at their keyboards, futilely trying to keep ahead of the relentless 24 hour news cycle – and one step ahead of the competition on their heels. (Talk about dying with your boots on!)

Never mind….No second thoughts! No matter how obsessive or compulsive paid-by-the-word bloggers hammering out content late into the night might be, they cannot possibly be any more driven than the business lawyers in the office tower law firm I once toiled for. As relentless as keeping up with the news cycle is, it can’t be more relentless than an eager, Cheshire-smiling associate lawyer with a view to partnership and a corner office in a blue-chip law firm.

I must admit, though, that pro blogger Matt Buchanan’s gambit of blending a protein supplement into his coffee to stay fueled up while avoiding meal breaks is one that is worthy of even the most driven investment bankers, mergers & acquisitions or securities specialists I worked with. Why hasn’t Starbucks gotten wind of this?

On Day 5, sitting through a search engine optimization seminar put on by my boss in conjunction with John Alexander of Search Engine Workshops, I am guardedly relieved that SEO copywriting may be a somewhat different breed of cat than the pay- per-article bloggers who were the focus of the New York Times article. The mantra in SEO copywriting seems to be that new and relevant is what drives page ranking. While fresh and current content is important. It is not necessarily the writer who is first on the web with comments on breaking news, so long as the content on the client’s page is new, relevant and interesting.

If I’m wrong about this….defibrillators anyone….??????

(For the sake of my health and well-being, if not his business, I am trusting that my new boss is, in fact, reading the copy I’m churning out on his behalf….)