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Ken McGaffin: Why Good Writing Matters
Ken McGaffin studied entrepreneurship at Boston College in the early nineties. He got into Internet marketing after graduation. Now, he works as the chief marketing officer for the London firm Wordtracker, one of the world’s top keyword research companies. But that’s not all. He also runs a few businesses on the side that have made a name for him in the Internet marketing community. Through one of his businesses, at McGaffin.com, Ken offers to run corporate workshops in online marketing tactics including link building, website copywriting, online public relations, and more. He’s worked as a teacher with ad agencies, major pharmaceutical companies, government institutions, and non-profits around his London base, throughout the U.K., and throughout the world. He also works as a link-building strategies consultant through his own firm, Linking Matters. Through this business, he mainly works with ad agencies and their clients. He helps companies build a presence in the virtual marketplace, and has worked with high-profile corporate giants and small businesses next door. Ken established himself as one of the web’s foremost link-building experts when he first published his “Linking Matters Report” in 2003. The report is updated every year, and it is available for download free at his link-building website, LinkingMatters.com. Those in the search marketing community consider it an excellent resource on link building. Ken also enjoys educating on link building and Internet marketing through his writing. You can find his work at numerous online publications, as well as on his blog, the Linking Matters Blog. There, he discusses link building strategies and other online marketing tactics. He also offers advice to other search marketers and those who wish to learn through his newsletter. He posts many of the newsletter articles on his website for non-subscribers to read. Ken’s link building philosophy is simple: write content worth linking to, and the links will come. He advocates strong writing on informative topics and encourages website owners to put their readers’ needs ahead of the needs of search engines when designing a site. He believes that many well-funded sites put a lot of emphasis on graphics, but discount the importance of the writing. This is a mistake, he says, because the web is a text-based medium. A good-looking, non-informative site might be nice to look at and easy to navigate, but it doesn’t help the customer. And if the customer doesn’t get what they want on your site within seconds, they’ll go elsewhere. Useful website
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