The Indianapolis Star “Careers” section posed an interesting question for job seekers: “Would you hire you?” Writer Michael Goss advised that seeing ourselves as others see us is a good way to prepare for interviews. Goss added a caution: Making a good impression with an interviewer might be the least of your worries if no one grants you an interview in the first place! The real question, he admits, is “How can I get someone to look at me?”

When I thought about it, I realized that’s precisely the challenge I help my business owner clients face in the world of online marketing. While there are different sorts of blogs for different purposes (see Cat Blogs And Boss Blogs Are Fine, But Viral Blogs Mean Business), the overriding purpose of the business blogs I help my clients write is to attract consumer traffic to that business’ website.

Businessowners who are not yet on board with blogging have heard all the buzz about blogs, but may be wondering whether they need a new marketing initiative.  And that’s exactly when I pop the question “Would you find you?” I challenge business owners to imagine someone seated at a home computer, or perhaps navigating the Web on a laptop at the corner WiFi coffee shop, searching for information about the kinds of information, the kinds of products or services their business has to offer.  Except, I add, you have to remember – that customer has never heard of your business name!

“Go ahead”, I say, “assuming you don’t know the name of your business, type into Google (or Yahoo, or MSN) what you as a customer need. Does your website come up?  On what page of the search engine?”  (Are you a mortgage broker? Search under “mortgage rates in Indianapolis” or “qualifying for a mortgage in Morgan County” .)  (Are you a home health care provider?  Type in “home healthcare for mom in Indiana” or “nurses at home for parents”.) Try many different combinations – how easily would you find you?

Posting content on the Web is the best form of marketing there is, says David Scott in his book “Cashing In With Content”. With blogging, Scott explains, content is not forced on people – they access it because they want to.  Search engines organize the content, and direct people to it.

A business blog targets organic search. Simply put, that means people who don’t know your name.  They don’t know that you have exactly the information, the products, and the services they’re looking for, and they won’t know that until they’re “introduced” to you by the search engine through your blog.  So, if you were in those customers’ seats right now, the question is, Would You Find You??

Plagiarism’s a big, bad word on college campuses.  As an Executive Career Mentor at Butler University College of Business and an English Tutor at Ivy Tech Community College, I hear a lot of talk about preventing – or punishing – plagiarism. Then, last week the Indianapolis Star carried a fascinating story about “plagiarism” of a different sort.  The St. Louis Art Museum acquired a 3,200 year old mummy mask.  Now Egypt’s antiquities authority is claiming the mask was stolen and transferred illegally to the U.S.. Our Department of Homeland Security is looking into the case. While academia and the arts wrestle with plagiarism issues, in business, protecting “intellectual property” has become a concern of monumental proportions.

Since, as a professional ghost blogger, my arena is the World Wide Web, I can’t help but be awed by the fact that the Internet has become the largest repository of information in human history.  Trillions of words are added to it daily, and literally anyone with access to a computer or cell phone can add content to the mix at any time. Blogging activity has become a rapidly growing part of this oceanic information swell.

Remember the old “Telephone” game we played as children?  Kids would be seated in a row.  The first child would be given a phrase or sentence to whisper in his neighbor’s ear.  That child, in turn, would whisper what she heard to the next child, and so on down the line.  The object of the game was to faithfully pass on the message so that the last child could repeat it exactly as the first had whispered it.  Never happened that way, did it?  By the time that message had traveled down a line of ten or twelve kids, it was unrecognizably distorted.

Blogs, as I stress in Blogs – Between Crafted and Cranked Out, are more casual and conversational than other marketing pieces.  The fact is, though, people read blogs to get information.  My college students are taught to use citations and reference pages to show where they got their information.  That way, they avoid plagiarism by properly attributing statements to their proper authors.  In your blogs, you can give credit to the sources of your information as well.  The blogging equivalent of citations is links.  So even if you’re putting your own unique twist on the topic, link to websites from which you got some of your original information or news.

On the Internet, the rewards for honesty are both psychic and practical.  Electronic links actually enhance search engine rankings for your blog by creating back-and-forth online “traffic”. And, of course, doing the right thing is always its own reward.