luni, 4 februarie 2013

SEO Blog

SEO Blog


Make Money on the Internet according to Seth Godin

Posted: 04 Feb 2013 12:43 PM PST

Making money: not by creating an internet company, but using the network as a tool to create value, and then to be paid. Using the Internet as a tool, not as an end. Do it when you're part of a large company or do it when you're a solo artist. The incredible power that...
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YouTube In Your Marketing Strategy

Posted: 04 Feb 2013 11:02 AM PST

If a company can get a large YouTube audience, YouTube can be a very cheap method of advertising. Posting customer testimonials – or even encouraging happy customers to post their own testimonials or product reviews on YouTube – can be an easy way to get positive reviews out in the...
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Three Ways To Use Social Media For Your Small Business

Posted: 04 Feb 2013 10:21 AM PST

Owning a small business can be tough. And getting the word out about your business can be even tougher. With so many companies popping up, you may feel a little lost in the sea of competitors. As just another "fish in the sea," you may be feeling the push to...
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7 Recommended Corporate Giveaways For Your Business

Posted: 04 Feb 2013 05:14 AM PST

Corporate giveaways are gifts which come from business companies. These giveaways are usually given away during corporate events and special occasions like Christmas or valentines. Some companies allot budget for such giveaways every year. The giving away of presents is part of advertisement and is also used to build repertoire....
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How to Moderate Your Blog Comments from Your Desktop

Posted: 04 Feb 2013 03:05 AM PST

Comments are an essential requirement for a blog. They are basically output from the readers to the blog. They are proof that the blog has readers. However, bloggers have lives, too; there are times when they are unable to access their blogs via their browser to check on the comments....
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How to Add a Shopping Cart on WordPress

Posted: 04 Feb 2013 02:54 AM PST

Monetising online is becoming easier by the day, whether it be through e-commerce or revenue from advertising, there are increasingly more and more ways to turn a profit using your online presence. WordPress offers such capabilities; by installing a shopping cart plugin, you can turn your blog into a virtual...
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Is the “Above the Fold” Rule a Myth or Reality?

Posted: 04 Feb 2013 02:47 AM PST

Many marketers believe that the call-to-action, sign-up form, and other important elements of a web page should be located above the fold, or in other words, in the area of a web page that you can see without scrolling. The “above the fold” rule has become so widely accepted that...
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The Benefits of Using Social Media Advertising

Posted: 03 Feb 2013 10:37 PM PST

At this point in time, just about everyone is hooked to social media. They receive their news updates, entertainment, and the like from many different social media websites. This transforms the Internet into one big market for businesses to set up shop in. Those that do will receive quite a...
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How to SEO Optimize Your Websites Using Articles

Posted: 03 Feb 2013 10:19 PM PST

Many people who do Internet marketing usually have the mindset that simply whipping up articles and putting them up on a website is good enough to make the website stand out. A lot of people believe that incorporating as many keywords as possible in the articles is a sure fire...
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Online Marketing Trends For 2013

Posted: 03 Feb 2013 10:16 PM PST

Whether you are an online marketer, or you use online marketing for your business, you need to be aware of some of the big marketing trends for this year. These are some of the top online marketing trends for 2013, and what you can do to catch up with these...
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5 Things You Must Not Do On Your Home Page

Posted: 03 Feb 2013 10:00 PM PST

The most important page on your web site is the home page. You only get one chance to make a great first impression. If you have an appealing site, visitors will stay around to read, shop, or do whatever you want them to do at your site. If your site...
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12 Things You Need To Know About FaceBook Graph Search

Posted: 03 Feb 2013 07:58 PM PST

You've probably heard of FaceBook Graph Search, FaceBook's new semantic search engine, developed by Lars Rasmussen and Tom Stocky, former Google assets. This search engine focuses on proving answers in natural language than display a bunch of links. Here are several things you absolutely must know about FB Graph Search....
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What Is Web Design

Posted: 03 Feb 2013 07:36 PM PST

In today's connected world, an organization has to pay attention to its website which is a great way to make its brand heard and seen all over the world. A website is akin to having a unique identity and therefore every organization needs to pay complete attention to web design....
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Beyond Link Building - Using Links and Content to Hit Business Goals

Beyond Link Building - Using Links and Content to Hit Business Goals


Beyond Link Building - Using Links and Content to Hit Business Goals

Posted: 03 Feb 2013 05:43 PM PST

Posted by Paddy_Moogan

Few would argue that 2012 changed the SEO industry. In April, we saw the release of Penguin and, for the first time, aggressive penalization of low-quality link building tactics at a huge scale by Google. As an industry, we needed this. We were on borrowed time with these tactics and, let's be honest, they shouldn't have worked in the first place.

I know a lot of SEOs who add huge amounts of value to the businesses they work with through quality, creative online marketing. This is what we should be recognised for rather than using low-quality tactics and tricks that have been labelled by others as a "dark art." Link building certainly fits into this bucket because it is one of the areas where low-quality tactics worked for a long time (some still do) and were far from creative. The 5,000 article syndation links and 10,000 directory submissions you've done was hardly us at our best.

I want to share some thoughts on how we can transition link building from a numbers game into genuine online marketing that adds value to a business, beyond increasing their link counts.

Start with why

Last year, I read a book by Simon Sinek called Start with Why. If you haven't read the book, here is a video of a talk he did at Ted:

The basic message is that successful companies know why they exist, and they use this to guide the decisions they make. They also focus on why they exist when marketing themselves and selling to customers. Rather than getting customers to buy into the what, they get them to buy into the why.

The reason I mention this in the context of link building is because I don't think we ask this question enough. The temptation when a client asks for our help is to dive in and start building links as quickly as we can, but why are we doing it? Are they the right types of links? Are they going to make a difference to the business? Is an infographic really going to help bring more customers?

Instead of this approach, I believe we should be a bit smarter and far more strategic with our recommendations. Yes, links help rankings and infographics (as an example) help get links. But is that the best we can come up with? Can't we build links that not only help with rankings, but also drive real customers to the website?

There is already talk of Google reducing the effectiveness of links built via infographics and guest blogging. Wouldn't it be nice to not have to worry about whatever update Google comes out with next?

Why does this business exist?

Whether a client comes to you for link building or not, I think this should be the starting point for an online marketing campaign. To work with a client long-term, you need to really dive into their business and understand it as much as you can. I'm not saying that you necessarily need to become an expert on their products or their market, but getting a deep understanding of how they work and why they do what they do is important.

If you can do this, it will make your job much easier with the following:

  • Understanding their industry and what makes this business different
  • Knowing how to get things done internally by understanding what matters to the company
  • Defining a strategy that is in line with their business goals
  • You can talk the same language and they will trust you because of that - once you have trust, it's a lot harder to fire you, too :)

There is another subtle benefit here, too - if you're pitching to win their business, you're far more likely to win if you show a genuine understanding of their business.

Why do they need SEO?

There are a few answers to this question that I would not be happy with, and would push for a further explanation:

  • More links
  • More traffic
  • More content

These are all good things to have, don't get me wrong. But in isolation, they don't mean much. If you hear this as an answer, you need to ask - why?

  • Why do you need more links?
  • Why do you need more traffic?
  • Why do you need more content?

These will get you closer to the answer you want to hear. Or you can rephrase to be something like this:

  • What matters to your business?
  • How do you make money?
  • What drives your profits every year?

The answer you're looking for is the one that makes the business survive, and the answer will be in line with why the company exists. This is the starting point that we need because from here, every decision we make is driven by it. This is why it is important to start with these questions. Once you've got this clear, you're in a much better position to start defining a strategy that will not only deliver links, but links that will help the business hit its goals.

Don't measure success by links built

Some may not agree, but this is what I feel about link building right now:

The deliverable of a project isn't links; the deliverable is a clear improvement in what matters to the client - revenue.

I'm not keen on working on the basis of building x number of links per month, with little or no thought as to why. Why do you need 50 links each and every month? What type of links are they? If you build them every month, will you improve revenue for your client?

Let's look at a quick example. You're hired by the Head of SEO at a mid-level company and you agree a target of 50 links per month to be built and a three month contract. At the end of three months, you've built 150 links, so you go in for another meeting to discuss the project and declare it a success.

At this meeting is the CEO of the company who hears that you've hit your target. They ask how much extra revenue you've generated as a result of these links. The Head of SEO doesn't know, and neither do you. The CEO then asks how your work has helped improve the brand image of their company. You look at the list of 150 guest posts on unrelated blogs and stay quiet.

See the problem?

If we want to be taken more seriously as an industry, we need to be able to confidently deliver results that the CEOs of large companies will relate to and understand.

The CEO doesn't care if Open Site Explorer or Majestic SEO shows an improvement in your backlink profile. They care about paying the salaries of their employees on time, paying the office rent, and making a profit. Links alone, with no thought or strategy behind them, will not do this. They used to work when link building was a commodity and less risky, but no longer can we think like this.

We're hired to make more revenue for the company, if we can do this by building 50 links a month and it happens, that's great. But we start with why we're doing what we're doing - not starting with links as the default answer.

It may not always be as straight forward as though and I know that it isn't simple to get to this point. So here are a few ways to take steps towards it.

Focus on the metrics that matter to your client

If your client doesn't make direct revenue from their website, you need to find an alternative. Imagine you're working with a B2B website who doesn't sell online. In this case, your work should be measured on leads/inquiries which lead to revenue.

The bottom line is that your deliverables should make a difference to the business you're working for. Figure out the key metric, then figure out how to improve it.

Real example: I used to work with a SaaS client in the UK who were B2B. A single sale of their service could give them £100k+ revenue a year, but a conversion would take many months to complete. I could track enquiries from organic search, but I wouldn't necessarily know if they converted into a customer, so I made a point of having face-to-face meetings with the Marketing Manager each month to see how good those leads were. She was able to tell me if they were on the way to converting into real customers or not. This communication let me see that we were adding huge amounts of value to their business through search.

Try not to sell short-term projects

To be able to focus on this as a metric that you're measured by, you need to agree on being given enough time to make it happen. Doing a one-off piece of link bait that lasts four weeks is probably not going to help, whereas agreeing a contract for at least six months of activity is much more likely to lead to you having the chance to improve the bottom line.

The only time I think that a short-term project can work is when you're working on a very specific problem, such as lifting a penalty or training an intenral team. I don't think it is a good idea to take on very short-term link building projects because it encourages short-term thinking.

Choose a strategy that helps you improve the bottom line

This is where it all comes together. By this point, you may decide that to improve revenue for your client, you need to come up with a good link building strategy. You then choose the tactics that fit into this strategy.

You should see the clear difference between this approach and just saying, "We need links," within a few minutes of talking to your client.

When we pick the link building tactics in this way, we're choosing ones that will help us improve revenue for the client - not ones that will just let us deliver 50 links per month. If we're driven by pure number of links, our standards naturally drop, and we will be happy to get any types of links we can just to hit the target we've been set.

Examples of getting it right

Let me give you a direct example of a smarter approach: Turning Link Building into Audience Profiling by Richard Baxter. This is link building, but it is driven by a smart strategy that means the links built will mean much more to the company they point to. They will hit that sweet spot where the potential customers of a business hangout and absorb content online.

What about guest blogging? There has been lots of talk about this as a tactic, and it can be a great tactic. But it is also easy to scale, which naturally reduces the quality of the output. Instead of scaling guest blogging, what about doing something like this. This was a guest post that drove more sales of a book than TV and newspaper coverage.

Infographics that matter

No, they're not dead, but they will become less effective if they're not good quality and worth sharing. Rather than creating a regular tower graphic and visualizing things that should never be made into an image, why not create something relevant and helpful to your customers? Like this:

What about content marketing for consumers?

The new SEO buzzword that has actually been around for years and years. Instead of producing a piece of content where the goal is just to get links, what about producing a piece of content that is useful to your real customers? I have a great example here from Swissotel, hat tip to the guys at SEOgadget for showing me this one: 

 

What about content marketing in B2B markets?

I have two great examples here, starting with American Express who work with a lot of small businesses. They have the Open Forum that publishes content that small businesses will find useful:

Simply Business have done the same with their guides for small business owners:

Both of these companies are creating content that fits with why they exist - to service small businesses. This is smarter than creating an infographic on a random topic just to get a few links that month.

The CEO test

Next time you build a piece of content, ask yourself, "What would the CEO think of this?"

This can be a good way to sense check what you're doing and to make sure that it is in-line with the business and will help them hit their goals. Will the CEO be proud of seeing the content on their website? Will they be proud to see the external websites where they're mentioned?

Conclusion

Yes, links matter - a lot. This isn't changing anytime soon and our clients need links more than ever. But I'd love to see our industry step up and build links that stand the test of time, and not waste time being worried about Google updates.

This isn't easy to do - I'm not 100% there yet myself. It involves quite a big change in thinking for a lot of people. But I firmly believe that if we can alter our approach so that we become focused on the goals of a business rather than purely looking at links, the following will happen:

  • You will win more business because the clients will see that you focus on what matters to them
  • You will be forced to use the tactics that really make a difference to the bottom line
  • You will be able to demonstrate that you've increased a key metric for a business, not just number of links or rankings which most CEOs don't worry about

Overall, SEOs will start to be taken seriously as we're being measured on the right business metrics - not pure rankings or number of links we manage to build.

On a related note, I've just released an eBook focused 100% on building links. At 65,000 words, it covers the whole link building process (including a fair amount of information on this topic) and discusses kicking projects off on the right foot to establish business goals early.

I hope you enjoyed this post - please leave your thoughts in the comments below!


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Photo of the Day: Making an Entrance

The White House Your Daily Snapshot for
Monday, February 4, 2013
   

Watch at 2:30 p.m. EST: President Obama gives an update on his plan to reduce gun violence. Watch live on WhiteHouse.gov/Live

Photo of the Day: Making an Entrance

President Barack Obama waits as he is introduced for an event honoring the recipients of the 2011 National Medal of Science and National Medal of Technology and Innovation, in the Blue Room of the White House, Feb. 1, 2013. A bust of Christopher Columbus is seen at right. (Official White House Photo by Pete Souza)

President Barack Obama waits as he is introduced for an event honoring the recipients of the 2011 National Medal of Science and National Medal of Technology and Innovation, in the Blue Room of the White House, Feb. 1, 2013. A bust of Christopher Columbus is seen at right. (Official White House Photo by Pete Souza)

In Case You Missed It

Here are some of the top stories from the White House blog:

Vice President Biden and Dr. Biden Visit Landstuhl Regional Medical Center in Germany
Vice President Joe Biden, Dr. Jill Biden, and Deputy Secretary of Defense Ashton Carter visit with Wounded Warriors and their medical caretakers at Landstuhl Regional Medical Center (RMC) in Landstuhl, Germany.

Weekly Address: A Balanced Approach to Growing the Economy in 2013
In last week’s address, President Obama called on Congress to work together on a balanced approach to reduce our deficit and promote economic growth and job creation.

Weekly Wrap Up: Strengthening Our Country's Future
Here's quick glimpse at what happened last week on WhiteHouse.gov.

Today's Schedule

All times are Eastern Standard Time (EST).

7:00 AM: The Vice President and Dr. Jill Biden arrive in Berlin

10:15 AM: The President departs the White House en route to Joint Base Andrews

10:30 AM: The President departs Joint Base Andrews en route to Minneapolis, Minnesota

11:15 AM: The Vice President and Dr. Biden arrive in London at London Stansted Airport

1:00 PM: The President arrives in Minneapolis, Minnesota

1:30 PM: The President participates in a discussion with local leaders and law enforcement officials

2:30 PM: The President delivers remarks on a comprehensive set of common sense ideas to reduce gun violence WhiteHouse.gov/live

3:35 PM: The President departs Minneapolis, Minnesota

5:45 PM: The President arrives at Joint Base Andrews

6:00 PM: The President arrives at the White House

WhiteHouse.gov/live Indicates that the event will be live-streamed on WhiteHouse.gov/Live

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