Area of Specialization:
SEO, Link Analysis, Online Reputation Monitoring

Industry Verticals:
I work with an assortment of industries but mostly higher education and retail.

Best Thing About Working at Fathom SEO:
Having the opportunity work with a multitude of companies and organizations and working with a talented group of people who are experts at what they do and have fun doing it!

Most Challenging Aspect of Your Job:
Keeping up with the constant changes of the Internet and SEO industry.

Most Rewarding Aspect of Your Job:
Getting results! Seeing the difference in clients’ visibility and improved rankings over the course of their program.

Education:
BS in Business Management, University of Phoenix Cleveland Campus

Professional/Community Involvement:
American Cancer Society’s Relay for Life, Courageous Steps for Parkinson’s, Cleveland Social Media Club

Hobbies:
Reading, art, music, watching movies, Browns and Cavs games

Favorite Place to Eat Lunch:
I’m a Quizno’s fan

Favorite Quote:
“Do not go where the path may lead, go instead where there is no path and leave a trail.” – Ralph Waldo Emerson

In a recent study, “Top Gobbledygook phrases used in 2008,” David used a tool to analyze 711,123 press releases from 2008 and whittled down 325 words/phrases to a Top 25.  I agree with a lot of these selections, but unlike his piece,  I will tell you exactly why a certain word sucks or needs more context to be meaningful.

Let’s look at some of his Top 25 examples of “releasespeak” and evaluate what’s really going on:

Innovate — This one’s easy.  The word innovate suggests that you are doing something nobody else is doing, creating a new way.  The problem is that it doesn’t say what you are doing.  Its lack of specificity coupled with its overuse in North American press releases  (51,390 uses, #1 in the stats) makes it a Mother of Words To Avoid.  If you’re going to use it, at least say how you’re going to innovate with product x or service y.

Optimize – Working for an SEO (search engine optimization) firm, I must admit I am guilty of overusing this word.  Not in press releases, but in my daily communications with colleagues and clients.   It essentially means you will make something the best it can possibly be (coming from the Latin optimus).  The word is also as vague as a stonewalling NFL general manager around draft day.  The rub with this word is that it becomes a lazy substitute for just about anything: optimize your press release, blog post, website, etc.  In some cases, describing in detail what you’re going to do is better: make a press release more visible to search engines, for example.  Take the Pepsi challenge and see how long you can go without using this word.

Focused on – The problem with this phrase is simply that it’s passive/indirect and consequently does not carry much meaning.   Company X is focused on growing 200% in 2009. It is shorter and stronger  to say, Our company aims to grow 200% …

120/110 percent – Cliches.  I actually thought 110% was more common but what do I know?  Saying 100% should be enough if you want your words to speak for themselves.  The overuse could earn them a repetitive stress injury from which there is no chance of recovering.  These phrases are also the numerical equivalent of saying more unique–if something is unique, it is by definition singular and unlike anything else.  In the same way, there is no need or way to go beyond perfection, which is what 100% represents.

Scalability – This  noun is a classic example of obfuscation.  It is clearer to say that a product or service can be adapted for many sizes/scales, perhaps expandable or versatile. Even broad range suffices.  Scalability sounds like a biological term for the capacity of a fish to grow new scales.

Outcomes — A fancy way to say results.

Metrics – A fancy way to say stats or measurements. Was it MLB’s sabermetrics that made this word popular?  Once upon a time, I thought metrics referred only to meters, liters and grams.

Leverage – Not clear if this word is being included as a noun or a verb.  Tired verb example: We are going to leverage this market position to earn greater 3rd-quarter profits. Many words could be substituted here, from use to apply to take advantage of, although the last term is less economical.

Robust and flexible — It seems like nitpicking to include these words.  Admittedly, they are overused, but are they actually overused to the point of meaninglessness?  They are healthy adjectives, serving merely to modify nouns.  As long as these words are used as  accurate describers,  calling them gobbledygook is a stretch.

Value added — Maybe my favorite , value-added is today’s trendy word for bonus, extra, supplemental … Its inclusion represents the value-added final entry in this rundown.

Do you have any other examples of prominent releasespeak that bothers you?  Better suggestions for working around the gobbledygook?  Please add your comments.

***

If you are interested in more of my writing tips, see 8 Ways to Clean Up Your Online Copy, What’s Your Style? and an interview about SEO writing with Daiv Whaley, Fathom writer and senior account executive.

Tip of the hat to colleague Wes Stump for alerting me to the blog post.

Photo courtesy of Jasoon via Flickr.

Areas of Specialization:
Contributing to the growth and longevity of businesses by matching them with the right programs at Fathom SEO (Pay-Per-Click, SEO, Online PR, Web Videos, Banner Ads, Email Marketing).

Industry Verticals:
We reach across all verticals, whether Business-to-Business or Business-to-Consumer. My best customers are looking to generate sales leads or increase sales from an e-commerce site.

Best Thing About Working at Fathom SEO:
Helping business leaders wake up daily with leads or sales waiting for them.

Most Challenging Aspect of Your Job:
Keeping up with my own incoming leads (we do for ourselves what we do for our clients). It’s a challenge – but I’m NOT complaining!

Most Rewarding Aspect of Your Job:
Customer referrals! That is the ultimate reward. I know my clients wouldn’t refer me if they weren’t completely satisfied.

Professional/Community Involvement:
VP of Public Relations, Toastmasters of Lorain County

Hobbies:
Playing with my grandchildren, walking my boxer, working out, speaking French, reading and writing.

Favorite Place to Eat Lunch:
My back porch in the summertime.

Favorite Quote:
“Blessed are those that can give without remembering and receive without forgetting.”
~ Author Unknown ~

On the Web:
http://www.linkedin.com/in/kathryneyring

Area of Specialization:
SEO

Leadership Role:
I am a “go-to” guy for online news release writing, editing and distribution.

Industry Verticals:
A mixture of industries mostly within B2C, with the greatest focus on the healthcare vertical.

Best Thing About Working at Fathom SEO:
How about working with a fun-loving, crazy group of people who love what they do?

Most Challenging Aspect of Your Job:
Staying current on SEO and online marketing knowledge in an ever-changing Internet world. What was doctrine 2 years ago might be laughed at today. For example, 2 years ago most businesses didn’t think it was respectable to be on Facebook, a place known for college kids posting photos of their drunken escapades. By contrast, today you can’t avoid seeing companies flash their Facebook URLs in TV commercials.

Most Rewarding Aspect of Your Job:
Getting paid to write blog posts like this one. In all seriousness, being able to constantly have opportunities to be creative with writing and online marketing. Also, to stay up-to-date and versed in all kinds of cutting-edge Internet phenomena.

Education:
BA with honors, English major, College of Wooster

Professional/Community Involvement:
I occasionally teach English to inner-city 7th- and 8th-graders through St. Ignatius High School’s “Reaching MAGIS” program on Saturdays.

Hobbies:
tennis, reading, listening to podcasts

Favorite Place to Eat Lunch:
Pizza Hut down the road. Tremendous all-you-can eat lunch buffet for those times that require plenty of pizza. Easy to fit 10+ people at the tables, too, for maximum colleague interaction.

Favorite Quote:
“There are two types of people in this world: those who like Neal Diamond, and those who don’t. My ex-wife liked him.” Bill Murray as Bob in “What About Bob?”

On the Web:
LinkedIn

Areas of Specialization:
Pay-Per-Click Advertising

Leadership Role:
As a PPC Specialist, I work with the senior account managers to ensure client’s PPC campaigns are successful through continual monitoring and monthly detailed account audits.

Industry Verticals:
I work mostly in B2C verticals in wide range of industries, including education, healthcare and technology.

Best Thing about Working at Fathom SEO:
It’s a wonderful working environment and a place I enjoy coming to work.

Most Challenging Aspect of Your Job:
Organizing work tasks in a timely manner to ensure all accounts perform well.

Most Rewarding Aspect of Your Job:
Seeing improved account performances based on my recommendations/changes to ad campaigns.

Education:
Earned by BA in International Business & Economics from Mount Union College and previously worked in communications/marketing for non-profit organizations.

Hobbies:
Jogging, Reading

Favorite Place to Eat Lunch:
Too many to choose; I like a variety of foods.

Favorite Quote:
“Language is the armory of the human mind, and at once contains the trophies of its past and the weapons of its future conquests.” – Samuel Taylor Colridge

Areas of Specialization:
SEO, Analytics, Technical and Networking

Leadership Role:
I lead the Analytics and Technical component of Fathom SEO, which entails setting up and analyzing clients’ analytics and reviewing their websites from a technical standpoint (anything that can hinder search engines and rankings). I research and test various software that will help us be more productive and focus more on ROI for our clients. In addition, I direct some of our network needs.

Industry Verticals:
B2B, B2C, education, manufacturing, services, healthcare, real estate and retail.

Best Thing About Working at Fathom SEO:
With more than 6 years at Fathom SEO, we have the best family-oriented atmosphere!

Most Challenging Aspect of Your Job:
The most challenging aspect of my job is to make sure everyone is up and running and have all of the necessary tools to be more productive – all the while staying up to date with the industry.

Most Rewarding Aspect of Your Job:
I like seeing clients achieve their goals with higher ROA (Return on Advertising).

Education:
Computer Science Degree – graduated in 1999.

Hobbies:
Scrapbooking, Corn Hole and spending time with my family.

Favorite Place to Eat Lunch:
Subway and Ruby Tuesdays!

Favorite Quote:
“Live like you’re dying”

Fathom SEO is looking for a dynamic team-player to join our team as a Web Graphics/Email Marketing Specialist. If you are a creative designer interested in internet marketing, this is your ideal position. In this position you will be responsible for creating web-based graphics for internet marketing campaigns.  The ideal candidate is a creative individual who wants use their skill set in an internet marketing capacity.

Qualifications:

• Associate or Bachelor’s degree (preferred), but professional experience may be accepted
• Min. 1 year Graphic Design experience
• Basic Photoshop and Illustrator knowledge
• Basic Understanding of Web Analytics
• Basic HTML skills
• Communication, organization and multi-tasking skills are essential
• Ability to adhere to tight deadlines is essential
• A self-starter who can work independently, but thrives in a team atmosphere

Please send your cover letter, salary requirements and resume to: careers AT fathomseo DOT com (no phone calls, please).

Wondering what kind of company we are? Fathom SEO (www.fathomseo.com), based in Valley View, Ohio, is a leader in ethical search engine marketing and placement, including search engine optimization, Internet video marketing, online public relations, pay-per-click and related analysis.

Good luck and if you aren’t in the market, please pass it along.

Thanks!

Areas of Specialization:
SEO, PPC

Leadership Role:
Strategist involved in knowledge development across multiple industry segments.

Industry Verticals:
Worked with more than 100 B2B and B2C companies in manufacturing, health care, technology, travel, real estate and education.

Best Thing About Working at Fathom SEO:
Working with first-rate professionals who care about each other and doing the best for clients with our product mix.

Most Challenging Aspect of Your Job:
Juggling multiple projects at once; I need a few extra arms and legs and hands.

Most Rewarding Aspect of Your Job:
Hearing about how a strategy paid off for a client.

Education:
Earned my BA in journalism at Kent State University in 1986. Left newspapers in 1997 and never looked back. The ever-changing Internet world is challenging and exciting.

Professional/Community Involvement:
I write articles, guides and white papers. I’ve contributed to iMedia Connection, WebProNews, Visibility magazine and others. Search Engine Strategies has invited me to speak at conferences in New York City, Chicago and San Jose.

Hobbies:
I’m a big-time movie buff – “Titanic” and “The Killing Fields” are among the best I’ve ever seen. One of the most unusual movies is “My Dinner with Andre.” It was filmed over a few weeks, but on film it’s just two theater friends talking about life at a dinner table – for more than 90 minutes. I was never bored.

Favorite Place to Eat Lunch:
Winking Lizard with locations in Cleveland. I’m surprised how good the chicken sandwiches are every single time.

Favorite Quote:
“If you don’t stand for something, you’ll fall for anything.”

On the Web:
Sphinn, Facebook, LinkedIn

It will be at 7:30 to 9 a.m. on June 4th at Corporate College East, Warrensville Heights, Ohio. The program is part of a sales and marketing seminar series produced by NEOSA, the COSE Technology Network.

Register today.

You’ll get a ton of insights about what it really takes to succeed with search engine optimization and paid search. Plus, I’ll take a close look at a NEOSA member company’s website, including recommendations for how they can do better with online marketing.

Unfortunately, many websites aren’t geared for SEO or PPC. I’ll suggest some solutions that can help your business even if it’s not in the technology area.

It all comes down to leads and sales. Traffic won’t mean a whole lot without the right calls to action and appropriate response systems like eye-catching banners and response forms that seem the right length.

Taken from AdAge.com’s coverage of the events:

“We’re programming dayparts as if ESPN.com was a new network,” Sean Bratches, ESPN’s exec VP-sales and marketing, told the crowd. “We want to make ESPN and our partners’ brands available to fans in every conceivable way.”

While the relationship is obviously for advertising purposes (i.e. YouTube charges ESPN, ESPN charges advertisers), Bratches touches on why every company should be doing internet video: syndication.

Sure, it’s great if you do video.  However, if you aren’t reaching eyeballs with the video, optimizing it and marketing it where people are already watching videos, you’re selling the opportunity short.

On a personal level, the relationship makes a whole lot of sense.  When I go to ESPN.com, I don’t go to watch videos, and I know I am not alone in that I find ESPN.com’s autoplay videos annoying.  However, when I do want to see sports highlights, I find myself searching through YouTube’s maze of unauthorized videos that are up for minutes or hours and unceremoniously pulled down.

At this time, the official YouTube blog has nothing reporting the partnership, however we will post it when it becomes official.

ESPN Integrates Video Player on YouTube (AdAge)