I’m going back now and deconstructing my last writing projects … did I open my portal? did I explore it well enough? do I need to go back and re-do three months of writing to make sure our clients have gotten the very best out of my portal?

The future is fraught with even more peril … will I be willing to open more than one portal? am I willing to throw safety (and time-efficient billings) to the wind and truly devise creative, compelling copy?

The answers will come when they come. But I definitely feel more energized about writing b2b copy than I have all summer. Thanks, Mike!

P.S. Re: yellow caterpillars … my desk is littered with the usual bland assortment of papers and half-empty coffee mugs … the view from my window is a lovely but decidedly common view of deciduous trees native to the Midwest … none of which explains where “purple monkey pants” came from during my most recent keyword selection conversation with a client who makes catalytic converters.

In regards to Ian’s advice detailing how best to avoid ego-driven keywords, these tips can truly never be repeated enough, especially #1 – ‘Go To The Numbers.’

As Ian mentions, it’s one thing for your website to be optimized and found for ‘buggy safety devices.’ It’s quite another thing to be found for what your customers are actually looking for.

Incidentally, I wrote a newsletter article on this very same subject substituting ‘yellow caterpillars’ for
‘buggy safety devices.’

I am truly convinced that inspiration for any ‘keyword example’ in an SEO post comes from what can be found on the blogger’s desk or outside his window at the time of writing.