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    Steve Trustrum, the Power of the Ping and remembering how important publicity is.

    Posted by Charles Gray on June 19, 2014

    Steve Trustrum has a number of very salient posts to the aspiring freelance writers of all types. His post on the use of the “ping” function is something that everyone should look it, but it also brings up another factor.

    If you are working for someone else– submitting your copy to another company, you may not have to worry about publicity (although that’s not always the case). If you are publishing your own material however, you most definitely should worry about your own material.  For a freelance writer, publicity is nearly as important as writing itself. If nobody knows about you, nobody will buy your products. It’s as simple as that.

    And that means that things like learning how to use the “ping” function isn’t an optional part of your career– it’s a core part of what will make you a successful writer.   Knowing when and how to use publicity generating techniques can ensure that your product rises above the mass of other products marketed on a growing internet.

    Being a Good Netizen

    But learning how to properly publicize your material also includes learning how not to do it improperly.  Today, Google and other search engines can and will punish you for that, as Mr. Trustrum points out:


    Never ping the same site more than once a day, especially with regard to Google. Since Google’s Panda and Penguin updates, the focus on content quality has really been reinforced. Not only are proper, “white hat” Search Engine Optimization (SEO) practices rewarded when it comes to determining PageRank and indexing, but sneaky, “black hat” practices are penalized.

    Sending a ping for a given URL too often is considered to be a black hat practice. It is considered to be trying to fool Google’s analysis of how relevant the content is, so you’ll get penalized for doing it too often.


    So not only is it important to learn these techniques in order to properly promote your material, but also to learn how not to damage your material. I have a vision of many individuals, upon learning about pining, sending their content to page rank hell by pinging away, blissfully unaware of what they’re doing. Don’t be those people.

    Ultimately, proper SEO techniques can help ensure that you get the publicity you deserve and need– but like everything else in the freelance world, you have to work for it.







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