How to pre-launch a blog — offer an RSS feed

Search engine guru Danny Sullivan recently left a website/blog company he helped make one of the biggest brands in that niche with his writing and conference-hosting. He’s announcing that on December 11, he’ll be starting a new blog-venture called Search Engine Land. Rather than “coming soon” at the new URL, Danny has posted a detailed description of what the blog will be all about, along with how to subscribe to the site via RSS, e-mail and all of the requisite icons so that fans like me won’t miss anything when Danny and his co-bloggers start posting in a couple of weeks.

Danny displays an important lesson: When you announce something, allow potential “customers, readers, viewers, etc.” the opportunity to do something more than hand the opportunity to disclose to you their e-mail address, or, worse “check back with you later.” Offer them an RSS feed, something they can monitor that won’t go into their spam filter and that, if they discover they don’t want to be your reader, they can shut off easily.

(Hat tip: Content Matters)

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  • Although I’ve followed Danny since 2000 I really didn’t get his genius until I wrote an article for Andy Beal’s SEM Scholarship contest. My first paragraph says it all.

    Back in the 20th century Danny Sullivan, a guy who seems to get ‘it’ long before most of us know what ‘it’ is, wrote about sem seo certification in an article entitled “Promoters Call For Certification”. In that article he describes an open letter from Beyond Interactive, Mercury Seven, US Web and Web Ignite to the major search engines. These four firms were calling for the establishment of a certification program for optimization professionals from the search engines. After Danny gave his reasons why he believed certification wouldn’t be viable, he added, “Given this, it may make sense for the major search engines to consider experimenting with the GoTo model and accept paid links, especially for competitive terms.”

    Practical tip #1 – Whenever Danny Sullivan speaks, listen, whatever he writes, read.

    Emphasis added, I’m sure he’ll have a lot of readers.