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How to Use Comments to Get Your Blog Noticed

Opportunity has finally struck.

You just got invited to a special party with the who’s who of your industry, including Main Guru, who you’ve always wanted to meet.

When you get there, you find you don’t know anyone. You try to mingle and go from group to group, but they hardly break shoulders to let you in. It’s like you have a sign on your forehead: “NOVICE – AVOID AT ALL COST!”

Just when you’re about to give up, the host comes over with Mr. Guru in tow. “Hey, Firstnamefix, I want you to meet Main Guru.”

“Ah, Firstnamefix! Hosty here told me about your…” In mid-sentence Mr. Guru looks over your shoulder.

“Lisa! Where have you been? You turkey, did you bring that golf club you promised?” And Main Guru is gone without so much as a glance in your direction.

Wow. This is worse than rejection, it’s…

Being Ignored!

Is there anything worse than rejection? Yep – being ignored: with rejection there’s at least an acknowledgment that you exist.

That story is you when you start any audience based business. You’re unknown and everyone at the party ignores you.

Why are you ignored? It’s simple, really: people much prefer to interact with people they know. This even applies to products and brands. We all know you can buy cereal for half the price, but without the brand name of Kellogg’s. That’s because people will even pay more for something they know. That “what (or who) they know” – that’s powerful stuff.

And that’s your problem: at a party or in the blogosphere – people don’t know you. And they won’t engage until they do know you.

What Do You Do?

You have to introduce yourself – in the blogosphere just like at a party. If you have a host introducing you, that’s the best, because the guests know the host and “any friend of Hosty is a friend of mine.” In the blogosphere that rarely happens, though, and so you’re left to do your own introductions.

But how do you introduce yourself?

You have to know your space, your market, your niche, in other words you need to know the space to whom you will be introducing yourself, the players, their emphases, their styles, and so forth. Who will you be rubbing shoulders with?

Then you need to become known by that space. When they see your name or the name of your blog, their first reaction has to stop being “Who’s that again?” It needs to be “Oh there’s Firstnamefix again, yakking about telling jokes at parties again” (or whatever your niche specialty is).

In the online world, nothing breaks the ice and accomplishes that introduction and familiarization like commenting does.

How Do You Do It?

1. Start with a list

You can get one from either Alexa or Technorati, or both (they will be very different). I picked Alexa, but it doesn’t really matter.

2. Click the links.

Just look around at the various blogs in your space. Many of the top ranked sites aren’t blogs and don’t allow for guest posting. Just find the ones that do.

3. Get a system to track your comments.

Once you get started you won’t be able to keep track in your head, so start organized. I love Excel, been using it since 1.0, back when it was a Mac only product, but you can use any tool you relate to better. So I started a list of all the personal finance blogs I could track down and put them in a spreadsheet called Blog List. (Geek creativity reaching a new pinnacle.)

4. Populate your list.

Take your list from #1 above and simply enter the name and rank for each site into your Blog List. Because Excel allows me to link directly from the spreadsheet to any website, I enter their URLs as well. Now, when I go down my list and I want to see Club Thrifty’s latest post, I simply click the link and voila! I’m on their site. Here’s a screenshot of a portion of the spreadsheet, so you have an idea what we’re talking about.

5. Read.

Be prepared to read a lot. It’s the only way to get an idea of who is saying what, and their rank gives a clue (not much more) of how much traction their views and points have. Notice which types of posts generate the most conversation. The comment count gives a good indication. Get a feel for their perspectives. This will take you a few weeks. Don’t rush it. You have to get a feel for the lay of the land before you wander in and start firing.

6. Sign up for RSS feeds.

Not all bloggers post daily. In order to see which sites post on a given day, I got a free RSS reader (FeedDemon Lite) to track new posts. It’s the most efficient way to read a lot. I set it up to run through Google Reader, a free Google service tied to your Gmail account. (If you don’t have one, get one. It’s free.)

7. Pay attention.

As you read the posts, pay careful attention to the comments. In the personal finance space readers fall into two categories: the silent majority and other bloggers. The other bloggers are all trying to build their page rank, just like you, so they comment vigorously. Your space may be different, but the bloggers usually identify themselves as such. See who they are and what they say.

8. Expand the list.

Use that step (tracking commenters on known blogs) to discover the relevant bloggers in your space. Click the links next to their comments and add their sites to your Blog List. Your blog list is now growing. In the personal finance space there’s a thing called a Carnival where people list each other’s good posts. I’ve not participated yet, but those posts are an excellent source to find other sites to add to your list. Saturdays have been List Expansion Days for me for quite a while.

9. Write a comment.

After some active lurking (expanding your blog list) you’re ready to fire up the keyboard and start commenting. But only when you see a post or a comment that sparks a response in you. Don’t be a mindless commenter blabbing for the sake of blabbing. The other folks aren’t idiots and they will see through that. The obvious rules apply: don’t be condescending or rude. It’s OK to disagree, but it’s better to phrase it as a question than a statement. (There might be something you didn’t think of.) Begin slow and start adding more comments as you become more comfortable.

10. Make a note on your Blog List every time you leave a comment.

I simply copy and paste the URL into a cell on the spreadsheet. Then I color each populated cell. Over time it becomes a fairly simple bar chart which tells you at a glance which blogs and you have a “connection.”

11. Rinse and repeat… a hundred times or more.

Seriously. I’ve been at it a little over two months now and I stopped today to count — that little spreadsheet has over 300 comments logged on it. I enjoy reading and writing, so to me it’s fun. I like getting to know the folks in my space, because most of them are great people. Danny’s big thing is engagement, and engagement goes several ways. This happens to be engagement with peers. I’ve not developed to the point where I have a lot of subscribers to engage with, so this is what I focus on for now. My hope is in time I’ll know and be known by my peers, and then I can focus on the same thing with the entrepreneurs and other fine folks who share my interest in making, and not losing, their money.

12. Post early.

Here’s something I discovered by accident: the early commenter gets the worm. When people read a post, they will often read only the first five or ten comments, then they just drop to the bottom and say what they want to say. If part of your objective is to become known, this is not a trivial issue. One of the biggest PF sites, Get Rich Slowly, has the “Like” widget enabled on their site and I noticed that the people who comment early consistently get more Likes than the ones who post later. You don’t need to be a rocket scientist to connect the dots. It pays to get up early and be one of the first 5 commenters. If you’re not a morning person, just get coffee.

13. If you want to comment early, use RSS.

If you subscribe to most sites’ email subscription service, you will get the email much later — in many cases only the following day. If you want to comment early, that’s a killer. RSS feed is close to real time. That’s why I converted all my high traffic sites to RSS. On the low traffic sites, email is fine, because there will be fewer comments, so if you’re late, you’re not buried under 90 other comments.

14. Build relationships

Commenting builds much more relationship with peers than guest posting or posting on your own site. It’s like going out for a beer after work. Learning what I learned, I probably will never get away from it, simply because of the social aspect. Some people get that from Twitter or Facebook — it all depends on your style. Me, I’m too long winded (bet you haven’t noticed) and none of the social media sites have windows big enough for a windbag like me. (140 characters?? You kidding me?) Just find what’s a natural fit for you.

14. Guest posting.

The spreadsheet becomes worth its weight in gold when you move on to guest posting. You can tell at a glance which sites you connect well with. Those are the ones with the long colored bars. When I approached those site owners about a guest post, it was a natural fit for almost all of them. By then they knew me, knew my style and my angles, and they knew they could trust me with their audience. The sites with short bars are most likely not going to be that receptive to guest posting, simply because they don’t know if they can trust me. It’s a good match: I’m probably not likely to come up with a good topic fit for their audience either. If I think I can, then I flag those so I look at them first every morning to see if there is any comment to post that (to use Darren Rowse’s mantra) is helpful to them.

Recap

In time, your comments blend together, giving people in your space a composite picture of who you are — kind of like a mosaic. Each individual mosaic tile says nothing, but when you put a few hundred together, they form a picture.

Once you have established an identity and people “catch your scent” so to speak, you’ll find it becomes a lot more natural to write guest posts. In one case, I read a post by someone who said investing in individual stocks is not a good idea. I immediately wrote the blog owner (with whom I had established a tiny bit of relationship) to pitch a rebuttal. He agreed and the rebuttal ran the next day. Everyone had a chuckle and hopefully learned a little something. But that only happened because it had become Kurt and Jim and William by then and not strangers in the night.

In other words, commenting properly done will make guest posting a natural progression, rather than a contrived effort. And it will also establish you in the eyes of your audience as a peer participant, not a preacher or a dummy.

Something else to keep in mind: the online space is dynamic. Don’t be tempted to focus on the “big dogs.” They already have an established audience so it’s harder to get your blog noticed and they’re past the point of appreciating a new face, so it’s not easy to strike up a relationship. Just like it isn’t easy to get face time with Mr. Main Guru at a party.

Go for the smaller blogs, the puppies, if you will. Smaller blogs are either small because they are hobbies and their owners are content with that, or they’re new and will eventually join the ranks of the big dogs. You don’t know which is which. And honestly, you don’t care. Remember this is about building relationships. Some of your new friends will be simple hobbyists and some will be aggressive growers. Don’t be a snob and pick just the ones you think will do something for you. Go with what resonates. There will be enough puppies that grow to become big dogs and you’ll hopefully be a true peer to them on the way up.

If you start with diligent commenting, you will find the path for your progression opens up almost naturally, and you don’t have to force anything. You’re much more likely to establish an identity in they minds of your target audience with a million small impressions repeated than a few big impressions forgotten.

Repetition, after all, is the biggest builder of relationship…

About William Cowie

William watches the slow-moving economy for fast-moving businesses through his Four Season Strategy website.

43 thoughts on “How to Use Comments to Get Your Blog Noticed

  1. Hey! Your post resonated so much to me that i’m actually writing a comment (i never do)!
    I like the approach, specially the progresion from comments to guest posts.

    I was wondering, where would you put, in your strategy, just writing a friendly email to say hi (i hear it works well)?
    Also, i would recommend the app Reader to follow rss feeds on iphone or ipad (i’m using it right now).

    Cheers!

    • Thanks for the comment. πŸ™‚ Email is cool, and appropriate when you don’t want anyone else to see it. A comment is seen by more people, and allows more people to get to know you — people who otherwise never would have. For example, if you wrote an email to only Danny or me, nobody else would have had the opportunity to click on the MacGamer link.

    • Ric,
      I think email has an important supporting role, so to speak in this area.

      There have been several instances in which I was particularly touched by a post and felt I had something to offer in terms of support, resources, or encouragement, or a even heartfelt thanks that couldn’t or shouldn’t be fully addressed in a comment.

      I emailed different bloggers in these circumstances and have found the relationships got even stronger. As a writer, I love hearing when my writing resonates with a reader, so I like others to know that as well. I think we can all agree that we like to know that what we do matters. πŸ™‚

  2. Hey there! Thanks for this post from William Cowie. You hear a lot on why commenting on blog posts throughout the web is important, but this is the first I’ve seen it presented in this way (with the “introducing yourself to strangers at a party” analogy).

    Also, the importance of engaging with others who respond to your comments can help build unexpected relationships was a great insight.

    While it’s not an overnight process, this post shows why it’s beneficial to stick with it.

    Thanks again for the helpful post!

  3. You’re right, but “stick with it” carries the innuendo of being a chore. If that’s all commenting is, human nature says your mind will find reasons to not do it. It’s only when commenting is wired into your consciousness as something nice that you’ll consistently want to do it.

  4. William! Great to see you back here πŸ™‚

    I love it.

    What you’ve shared here in this post works, and it’s great suggestions.

    I love comments.

    I did something similar for awhile, but documenting my comments became ridiculous, as it’s kind of like documenting “conversations” for me.

    I have A LOT of conversations, and leave A LOT of comments, and documenting them + tracking them generally feels ridiculous and cumbersome.

    P.S. As a companion to this, I’ve written a 2-part guest post series on HOW to write fantastic, praise-worthy comments, complete with story — if you’re interested: http://www.logallot.com/holy-grail-praise-worthy-comments-1/

    • Thanks for the love, J πŸ™‚ As for the redirect, tracking comments IS cumbersome, and if all you did it for was to track your own voice, it would be ridiculous. The reason I do it is to figure out which blogs (audiences and owners) I feel I’m building a connection with.

      My audience is people who got burned by the last recession and who (knowing there is always another recession) want to avoid that happening again. That’s a pretty dispersed audience, which is why I participate in so many blog discussions. While the audience is dispersed, though, the message isn’t, and so I find myself commenting on less than 10% of the content I read.

      Because my commenting is so dispersed I lose track of where I comment more. And those are the places I am more inclined to offer a guest post. Having the bar chart as a record helps me identify which bloggers write stuff that resonates with me. And by implication where I’m more likely to write a resonating guest post.

  5. This was a very interesting read indeed! Since guest posting is my #1 priority at this stage, commenting has also become a huge part of my time spent online.

    I’m certainly with you on the ridiculous 149 characters of Twitter; I never get things done or said within just a line or two! Ask Danny; he probably hates my emails!

    Never had a found it necessary to keep track of my commenting, but truth to be told, I only had about 10 at the very most blogs on which I regularly comment on. That’s all about to change though. First I will be building my blogs list, then I will set up RSS subscriptions to be delivered by email.

    I am just not entirely sure how you handle the coloring of your comments? Do you insert the URL of the comment/post into a cell in the row of the particular blog and make it a certain color? Then what? How does the “bar” grow? Do you insert another URL of another comment/post into the SAME cell in a different color or the same color?

    Thanks for this article William; loved reading it!

  6. Hey Ruan, I just post the URL into the cell next to the last one. Then I do a color fill for the cell with the newly entered URL. I guess I could just color the cells; I’ve never had the need to go back and use the actual URL again. It’s just a habit I got into, thinking I might need it and, as habits go, it just stuck, even though I never needed to refer to the URL again. Over time, the sites on which I comment the most grow the longest color bars, making for an easy visual.

    Thanks for the kind words πŸ™‚

  7. Danny,

    My entire comment strategy is based around RSS Feed. I’ve found over 35 blogs that I love and respect and peruse them every day for stories that I want to comment on.

    Like Firepole Marketing obviously…

    It’s how you build relationships. Like my first every guest post I did on this blog.

    Thanks

    Ryan H.

  8. William,

    I’m such a sucker for tools that track stuff. Then you put it together with my favourite method for building relationships, AND put it on a blog I admire, and it’s obviously a winner πŸ™‚

    I like your tracking method. I find Alexa a bit of a hit and miss, since the rankings can be artificially (perhaps even unfairly) inflated depending on whether readers have the Alexa browser plugin installed.

    One other thing I like to do is follow through from the commenters that stand-out for me in my niche, and add them as well to my RSS feed.

    Great post.

    Dee

  9. Hey William, I’m not sure if I should bother commenting on here, as I see there are more than 5 comments already πŸ™‚

    One little warning I’d add about commenting is that it is all too easy to over-optimise your links back to your site.

    I’m just using my first name for a while (and a few other things), to try to recover my rankings on martinpercival.com as Google now thinks all my comments using my full name are me trying to game their stupid algorithm – rather than me just trying to be transparent and use my proper name on comments like this!

    Martin (looking for new anchor ideas) Percival πŸ™‚

    • Martin, that’s something I never thought about, that Google might not like me. Fortunately, at this stage of my life that’s not too much of a problem because Google doesn’t even know me, so they can’t “not like” me… yet. Besides, one of the things I’ve learned from Danny is that we can’t live our lives for Google. People come to us through real life connections, with URL’s already plugged in. That’s what the commenting and guest posting is all about: building awareness and engagement without depending on Google to bring along a string of uninterested strangers.

      In the end, what Danny is all about (to me, at least) is engagement, i.e. real relationships with our audiences. I love that. I have people from all over the world with whom I love exchanging emails: Cancun, China, all over the USA, and even on a kibbutz in Israel. Those are the kinds of people I want to build a future around. But none of those came through Google.

      So, for the time being at least, I’m following Danny’s advice and focusing on building relationships, rather than link traffic.

  10. I love your methodical approach to commenting, William. Man, that Excel spreadsheet is a thing of beauty! With my Excel skills, it would take a good year or more to create something like that. ; )

    Reading your post here makes me think I should come up with some kind of system, though. Right now I have about 10-15 blogs on my radar that I comment regularly on, and while branching out and finding a few more is definitely good idea, having the bandwidth to do that right now is a problem.

    I subscribe via email to my favorite blogs, but you’re right — RSS is a better, faster method if you want to read things as soon as they go live. I’ve got 112 unread blog posts in Google reader now, and I only subscribe to 3 blogs there, so the first order of business is carving out the time to catch up on some reading. Or at least “skimming.”

    Thanks for sharing your killer method for effective blog commenting, it’s pretty darn inspiring. : )

    • Hey Kimberly, thanks for the flattery, but the Excel skills I use are the most elementary: copy and paste, and color the cells. That’s it. Nothing more. You can do it.

      And as for carving out time to read: think of it as “part of the job.” You can’t respond to something you haven’t read. πŸ™‚

  11. Thanks William for your encouraging words. I like the method of the spread sheet to track your connections. I use Google Alerts to look for specific themes, but I see how your system would be more focused and easier to follow up with one you really like.

  12. I must say I have been using something similar to this for the past 3 yrs only thing is that I have never cared to use an excel sheet to track or monitor my comments. However, I have a list of top blogs where I do comment regularly.

    Beyond the tips revealed here, I want to add that if you want to get noticed with blog commenting then make your comment attention grabbing by going beyond a four-line comment. If possible write up a comment that run into paragraphs! The blog owner will notice that you have something to say and will want to check out your blog also.

  13. Great, actionable information, William!

    Truth be told, I used to be a little jealous of the relationships I saw on the blogs I frequented. Then I started commenting intentionally. Just as you note, the relationships bloom and flourish.

    Your warning to only leave comments on posts that resonate is important as well. Your comments will paint a picture of who you are, and can also draw people to your site.

    And a final note on what you said about guest posting. A blogger with whom I have developed a relationship through commenting had started a guest post series. I emailed her this past week and asked if I could contribute. She emailed me back immediately with a resounding Yes!, and gave me a date for publication. She didn’t even ask to see an idea or a draft.

    Just as you said: “they knew they could trust me with their audience.”!

  14. That strategy is supposed to work? Really??? That does create a relationship – a one-way at that. Aren’t most reactions to blog posts “nicely done” or “this is interesting”?

    Great screenshot! Guys do love their vividly colored Excel sheets πŸ™‚

  15. So Beatrix, when you go to a party, how do you make new friends?

    We recently had a financial bloggers conference in Denver. I had no posts on my blog at the time and one or two guests posts in total. But I had been leaving comments for a couple of months and, when I got to the conference, for every blank stare down to my name tag I had two cases of the smile and “Oh, YOU’RE William!” Maybe my standards are low, but I was pleasantly surprised by how well the strategy seemed to have been working.

    The friendships I’ve been fortunate to develop online have been as reciprocal as those I enjoy offline, so I don’t know about the one-way thing you talk about. I’d like to think it’s my boyish good looks (hey Danny, how do I get my picture up here, anyway?) but we’ll never know, will we? Definitely not the spreadsheet… πŸ™‚

    • Good afternoon, William.

      Here’s one you missed – butt in behaviour!

      I’m getting too long in the tooth to be standing round in awe of the so-called big boys and girls, so I march right up there with a big grin and introduce myself. None of this messing round with niceties from hosts or whatever, for me. Wastes way too much time for my liking!

      Have confidence, I say. Most of these big guru types (well, any that are worth their weight, at least) don’t think of themselves as gurus and like to be treated as human like the rest of us. So long as you’re not rude or offensive, most will smile back and be happy to say hello too. After that, it’s a game of playing it by ear as in any relationship.

      Touch wood (says she with hand to head) – it’s worked fine for me to date on-line and off!

      Now, young man, answer me this – do you think you will remember the brassy broad from Britain who butts in… or not? πŸ˜‰

      With kind regards

      L

      ps say hello to the wonderful Danny for me πŸ™‚

  16. Hey Danny, Linda from Pommieland says hi!

    On a serious note, the butt-in gets you a hello, but Danny (or any other blogger) can’t possibly remember you from a single butt-in. It’s the consistency and the content quality of the conversation that builds the relationship. But your point (be confident) is well taken.

    • You are so right, William.

      Once is never enough…. oh, but we were talking about butting in, weren’t we ? πŸ˜‰

      A one -off introduction doesn’t guarantee you’ll be remembered either. It’s like everything else, you have to persevere until you find a way into the other person’s psyche.

      I think I would add the tone and temperature of what you say to consistency and quality. Keep coming back with moans and groans and everyone will want to forget you. Butting in from time to time with a little levity – especially if it introduces another dynamic to the discussion – often helps promote interest in who you are.

      L x

  17. As I was reading your introduction I immediately thought about situations at parties, business meeting etc when I was the unknown. It is not a good feeling especially when you arrive alone in the first place.

    So great info you gave out here, just what we need in this “Internet Jungle”.
    Thanks

  18. Damn, the brassy broad from Britain stole my thunder, serves me right for being slow and getting here 27th in line.

    As one who is even longer in the (few remaining) tooth’s than the butting-in beauty (judging from her photo) I have to agree with her.

    I also like to march in and introduce myself preferably with a controversial angle delivered in a polite way. To pick up on Beatrix’s comment, if you make people think, even if it’s is just how much they disagree with your point of view, they tend to remember you.

    If your comment links with other comments – like this does with two – so much the better.

    However, if you are always nicely bland, you tend to be as noticeable as a grain of sugar in a milk pudding, then you need many more exposures to get noticed.

    I dislike reading the front and political pages of Huffington Post because it is far too liberal for my taste. I do find value in it’s business and technical pages. I force myself to comment on some posts, irritating many other commentators, but generating many replies and a large and growing following on that site.

    That would not happen if I just posted nice, safe, politically correct comments.

    p.s. for Linda’s benefit I was born in London, UK, must be something in the genes!

    • Good morning, Peter.

      You just got yourself a new fan!

      And I so agree with your view about not being bland. Controversial might be uncomfortable for some people, but that doesn’t mean they can’t shine in other ways.

      William mentioned puppies, so I’m going to talk about kittens. The sweet little kitty in the corner who crawls close also has claws – it just needs to learn how to use them. One day kitty will become a big cat and have confidence to rip the flesh from the bones of the big boys, but in the meantime being cute and cuddly can be a very helpful way to get seen and heard. Just look at the number of kittens starring on Youtube!

      Happy day to all,
      L… or should I say BB πŸ˜‰

  19. Well I am certainly not in the first five to respond which I now realize is because I didn’t have Danny’s wonderful sight set up on RSS feed!! πŸ™‚ – This post was timely and exactly what I needed! Thank you for sharing! I will be adopting many, if not all, of these tips. Everything made perfect sense and seems almost instinctual. Thanks again! Blessings! – Kristen

  20. Hi William,
    This is a very informative post on commenting in the blogosphere. It hits on some great points from beginning to end. Concerning building relationships with the smaller puppies rather than the big dogs, one could probably agree with that to a point, however, there is one big dog (at least in my eyes) that will always appreciate a good comment and enjoys one’s engagement, that would be Danny Iny.
    Thanks for the excel screenshot also. I see where that would assist in keeping track of the sites that are most informative and/or enjoyable to a person and how often you found a great post on that site. That is one tool I am going to start building, as to this point, when I want to go back and re-read an article, I have just been saving the email link. The spreadsheet will assist in cleaning out my email box.

  21. I’m breaking your rule (as the 35th commenter), but can’t help asking a question. What was the first benefit you noticed from using this strategy? Was it increased web traffic? More list signups? Better leads? More customers?

    I’m excited to create my spreadsheet today πŸ™‚

    • The main benefit of the system was keeping track of which sites I was finding a rapport with. This was more about relationships with peers than my audience directly. Indirectly I suppose the benefit is getting sign ups for my email course through guest posts published by those peers. Does that answer your question?

  22. Thanks for the article. I had heard of Technorati but never of Alexa. I just checked out that site and found useful information there.

    By the way, you mentioned the importance of commenting early. That also applies to discussion threads in LinkedIn groups. Those who respond earlier tend to get “likes.”

  23. Hi William! Your post nailed a new angle to commenting. So does this justify plug-ins to encourage commenting such as the Luv thing even if my potential authentic audience are not bloggers?

  24. I love the idea that sites can use commenters to gauge how well their guest posts might do. For one of the sites I run, I would *love* to increase the amount of guest posts, but so far most of the few submissions I’ve received I haven’t been able to use (too commercial, not my niche, etc.). The two guest posters that I’ve gotten really good results from both were very familiar with my site through commenting. So when they approached me about guest posting, I was happy to welcome them aboard.

    The challenge I have these days for that site is I can’t seem to get people to comment. I have the audience (at least, I have the page views…), I just can’t seem to get the responses I’d like to see.

    But for my newest site (the one I’ve linked above) I’ll definitely use your suggestions. Thanks!

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