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Date: Monday, 21 Apr 2014 18:14

Online Content Collective, April 21, 2014 – Social is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


We’re all about Google+ this week with posts from Moz, Dejan SEO, and Distilled. We go from best practices to understanding the spread of a G+ post to an interview about authorship. And while authorship isn’t entirely within the realm of Social Media Marketing it does intersect, and if you’re still adhering to strict silos in your marketing efforts, you’re probably doing it wrong.

10 Smart Tips to Leverage Google+ for Increased Web Traffic

I feel like this is more of an advanced best practices list with a few bonus leveraging tips thrown in, which really makes it more of a must read for beginner to intermediate Google+ users, or those not utilizing G+ but should be. Included are explanations on how to format your posts, creating interactive posts, using Google+ for you blog commenting, and, obviously if you’re any good at math, seven additional pieces of advice.

A Comprehensive Study of Content and Brand Visibility on Google+

This post by Dan Petrovic of Dejan SEO, certainly lives up to its title, and even goes a little beyond. While Petrovic takes us on an exploration of the spread of a Google+ post, showing how you can gain greater insight into your own content’s spread and impact. Fortunately, this doesn’t just report relevant data, but also offers plenty of tips and insights to benefit your strategy.

iAcquire Co-CEO Talks Google Authorship

Harriet Cumming’s interview of iAcquire’s Joe Griffin goes beyond the basic Google authorship discussions of you need to use it to show better in Google’s SERPs. While we do get the usual discussions of why authorship is important, we are also provided with a look into finding expert authors in your industry to help you produce content that positions your brand in a better light.


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Online Content Collective, April 21, 2014 – Social is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Joe Amadon" Tags: "Blog, Social Media"
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Date: Thursday, 10 Apr 2014 18:34

Online Content Collective, April 10, 2014 – Conversion is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


“Your brain is another good resource.”
-Ian Lurie

Empathy. It is probably the most useful, yet under-utilized way to gain insights that drive business decisions. Case studies, analytics, tried and true methods are all great, but the ability to think from someone else’s perspective can go a long way towards helping you stay ahead of the curve by understanding the causes and motivations of behavior, instead of chasing the symptoms of authentic consumer solutions by mimicking the successes of competitors.

Today, I’d like to take you through a collection of posts about conversion, two of which are aimed at designers, because just as empathy is important to understand your customers, it can also help you collaborate better with your creatives. We finish with a video by Distilled that discusses tips on improving the working relationships with designers.

The Designer’s Guide to A/B Testing

In “The Designer’s Guide to A/B Testing,” we get solid justification and instruction on split-testing for the sake of improving conversion on your website. This isn’t aimed at experts (we shouldn’t expect a Designer’s Guide to be), but it does move a beginner (designer or not) to an intermediate understanding quickly.

One of the more interesting pieces of the guide was a tip pulled from an eye tracking study. The study claimed text receives more attention on the homepage. This shouldn’t be too shocking when we think about it, even though I was a little surprised initially. We know images hold great value, but they places a significant burden of interpretation on the viewer. While text requires interpretation, well written marketing copy is going to lead the reader down a much narrower path of possible interpretations. What this means is that the words on your homepage are how you will differentiate yourself from your competition.

Good Writing and Editing is Part of Great Design

Expanding on the role of text in design and conversion, “Good Writing and Editing is Part of Great Design” discusses the role of text and its message not just as a part of the finished design, but as a guiding principle throughout the design process to create cohesion of all the design elements.

The basics are covered in this piece. Match your language to your audience. Be direct and clear. Polish to a professional feel, even when using an informal tone. But the article also goes into areas that are becoming overlooked more and more.

When design projects get segmented into text and visual design components that are being worked on by separate individuals, collaboration is important to avoid a conflicting tone that can turn-off visitors. And then there is the lost art of editing. If you rely on software to fix your mistakes, you need to stop. It takes a human to edit writing. Spell checking and grammar checking tools don’t catch a lot of egregious mistakes, and these mistakes send a strong negative signaling to someone you want to trust you.

Hidden Friction: The 7 Silent Killers of Conversion

“Friction is not limited to form fields and page lengths. It’s not all about getting everything above the fold. It goes much deeper, and requires a marketer put themselves in the shoes of their customers.”
-Austin McCraw

“Hidden Friction: The 7 Silent Killers of Conversion” gets a little more advanced but provides easy to understand examples of ways you’re getting in your own way with design and layout. While there are the often cited conversion killers of low contrast between text and background and under-emphasized CTAs, we also get gems that help you understand how your page layout guides a user through the page and the negative impact of multimedia.

How Should You Feed Back to Your Designers

In this eight minute video, we get advice on giving feedback to designers, which includes helpful tools, etiquette, reflection on instructions, funneling feedback through a single point of contact, and more.

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Online Content Collective, April 10, 2014 – Conversion is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Joe Amadon" Tags: "Blog, Conversion"
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Date: Monday, 07 Apr 2014 21:00

6 Ways to Rank Higher on YouTube is a post by SEO expert SEO.com. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


It’s no secret that video is becoming more important to any company’s marketing strategy, and for many hosting these videos on YouTube makes the most sense. You can still feature your videos on your website, but it helps to also have a YouTube account and page. By letting your videos live on YouTube, people can subscribe as well as find your videos while browsing around that search engine. In fact, YouTube is actually the second largest search engine with over 30 million visitors per day. This opens up a ton of opportunity for connecting with new audiences and bringing your business to the next level.

However, because YouTube is such a large platform (100 hours of video added every minute), you have quite a bit of competition when it comes to ranking. Just like any other search engine, you want your videos to show up when someone types in a certain search term. This means you need to not only have a strategy for the types of videos you’re going to create, but an SEO strategy to help make sure they get seen by the right people.

A Few Things to Keep in Mind about YouTube Rankings

Before jumping into optimization, it’s important to remember that YouTube works very similarly to your other content—it has to be quality, targeted content that will make people want to link back. You should stay consistent and put a lot of thought into what types of videos you’re going to create. This includes doing audience research and even creating personas so you know you’re putting out videos that will earn clicks.

It also helps to know what YouTube looks for when it comes to ranking videos. All of the optimization techniques that will be discussed in the next section will help you rank, but there are certain things YouTube looks for in a video that you should keep in mind:

  • The number of times a video has been viewed.
  • The amount of time someone spends watching the video.
  • The number of times a video appears in a user’s playlist.
  • The number of positive ratings and user comments.
  • The number of subscribers the video’s creator has.
  • How many times the video is added as a favorite or to a playlist.
  • How many times the video was embedded on the web.

As you can see, some of the things YouTube looks for are factors that will only come about if you have a great video. SEO is incredibly important and is a way to help bring you traffic and help you earn the things on this list, but YouTube pays attention to what happens when people get there. Moral of the story: Your video has to deliver.

Top 6 Ways to Improve Your YouTube Rankings

Now onto the actual optimization, below are six different ways you can help your video rank on YouTube:

1.    Keywords
Being able to find video keywords will help you figure out what you want your video to be about as well as help you know how to optimize that video. In other words, this is usually a definite first step. The YouTube Keyword Tool is an excellent place to try out a few different keywords in your industry and see where there isn’t much competition but there is a need for a video. Below is an example of what the keyword tool looks like:

As a side note, you can also focus on video keywords and use video rich snippets to help your videos rank on a Google SERP. Sometimes videos will outrank other results just because they are videos, so it’s a good idea to take some of these terms and plug them into Google as well as YouTube to see what the competition is like.
2.    Title
The title of your video should be short and grab a reader’s attention. You have 120 characters to get across what the video is about and make people want to click. From an SEO standpoint, you also want to add in a one or two of your keywords in the title, but of course without keyword stuffing. It has to appear natural.
It also helps to put your keyword phrase at the beginning of your title if you can help it. For example, if you’re trying to rank for “riding a bike,” then you would want your title say something like “Riding a Bike: Learn How in 10 Easy Steps” as opposed to “10 Easy Steps to Learning to Ride a Bike.”
3.    Description
When the YouTube bots crawl your webpage with your video, you have to remember that they can’t actually watch the video and listen to the words. This is why your description is so important. You want to make sure your keywords are included (but again, not stuffed) as well as a few other, similar words to help with semantic search. This not only helps YouTube classify your vide correctly, but gives viewers more information.
It’s also a good idea to put your link at the top of your video because descriptions do get cut off (only about the first 55-70 characters, or approximately 22 words, are usually shown). Many companies also choose to add in a transcript of the entire video if it’s not too long.
4.    Tags
Tags simply allow you to put in a few keywords that will help YouTube learn about your video. You can usually have as many tags as you’d like, so try to be extra specific and add in your location, categories, the names of people in the video, etc. I usually say that 10 tags is a good rule of thumb.
5.    Links
Building links back to your YouTube video works the same way it works with traditional link building. You want to have a good link profile with lots of authoritative pages linking to your video. This means links that you find on the web as well—not just backlinks found on YouTube. In other words, if someone links back to your video on their blog, that links still improves your YouTube video ranking. Remember, Google owns YouTube after all!
It’s tough to say if the links you build on social media have anything to do with your rankings, but they will promote your video, which will hopefully help you build some of those links. After all, the more people who know about your video, the more people who will reference it when writing something on the web.
6.    Thumbnail Optimization
Your CTR (click through rate) will improve if you have a quality thumbnail image, so I suggest creating a custom thumbnail for each of your videos. A custom thumbnail gives you control over what people see before they decide to click. Your thumbnail should have a resolution of 1280×720, .JPG, .GIF, .BMP, or .PNG form, and use 16:9 aspect ratio. You can visit this page to learn more about creating and uploading the perfect custom thumbnail.

Do you have any tips for helping your YouTube videos rank? Anything you’ve done in the past that didn’t seem to work? Let us know your story and your thoughts in the comments below.

We couldn’t have a YouTube post without a gratuitous animal video.

About the Author

Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from Panda and Penguin updates. She writes for HigherVisibility.com, one of the leading SEO firms in the United States.

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6 Ways to Rank Higher on YouTube is a post by SEO expert SEO.com. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "SEO.com" Tags: "Blog, Video"
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Date: Thursday, 03 Apr 2014 14:53

Online Content Collective, April 3, 2014 – SEO is a post by SEO expert Shilah Anderson. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


This week’s online content collective focuses on building on the conversation and fixing the misperceptions of what SEO is, where it’s going, and how we can keep it alive in the minds of our clients and our employees. Here is my favorite post of the day. It holds nothing back and saves nothing for later.

SEO Is Stone Soup

Don’t make me say it…Ok, SEO isn’t SEO anymore…or is it? In this very well written, witty, and somewhat opinionated post, by AJ Kohn from the “Blind Five Year Old” the notion that it doesn’t really matter what we call it, emerges from an old folk story teaching good persuasion tactics to the locals.

Somehow SEO changed right from under our feet. It’s funny because we all saw it coming but for some reason, no one let the clients know. As one would imagine, this created a rather large problem in both retaining clients as well as gaining new ones.  What are we selling? Spam (not out of a can)? A large link portfolio bound to get you a manual action?? On-page optimization??? I’m not the first to say that these questions shouldn’t even be asked anymore. SEO has changed but it is still a need that needs fulfilling. There remains a large opportunity to answer the call of those in need of “more traffic”. Here’s the run down:

  • SEO is “stone soup” – there are so many options and opportunities to build a successful digital marketing campaign.
  • Use the term SEO to your advantage – objections are just the next opportunity for a solution.
  • Predictability can play in your favor – knowing what is coming, only makes for a stronger defense.
  • Become a marketer – SEO is now like digital marketing, with a twist. Face it.

Throwing in the Towel on SEO

Speaking of understanding what SEO is and how your organization can benefit from it…this internally battled spiel by Will Reynolds from SEER tells a tale of a rather large disconnect in the SEO world. As we already know SEO is still alive and thriving, especially in the minds of businesses in need of growing traffic, but is it dying in the mind of the SEOs themselves?

Think about it, Panda hit us all pretty hard. Higher ups walked the plank, clients jumped ship, and the cogs making the machine run (the SEOs themselves) were left to pick up the pieces. Things got a little scrambled and there was a gap between understanding the importance of SEO (and the language around it) and the movement toward providing more.

This piece gives one side of the story when sitting across from an interviewee, who, seems like a perfect match but is inquiring about another position due to one big misunderstanding.  I think this is important information though because (since a lot of SEO companies are experiencing turnaround) we don’t want to let these perfect fits slip through the cracks just because SEO is getting a bad rap. If nothing else, it teaches us that we need to take charge and control the discourse to our advantage not only with potential clients but with potential employees.

5 Ways to Prove to the Client that the Traffic Will Come

Remembering we are (still) the experts in SEO can make all the difference. James Harrison of Clear Peach Marketing puts us in our place when he says:

“Yes, SEO is an investment; however, showing them that they are investing in your services and skills requires a little more than just performing SEO services…the client can’t really expect major increases in traffic until they reach the first page of the SERPs.”

Patience isn’t a virtue we can afford to go without.  And unfortunately, we will have to teach our clients to obtain these same qualities somehow. Success never happens overnight and that also goes for those who have succeeded once, and then backpedaled. Being good at what we do now more than ever is calling for REALLY good communication skills. Good communication skills also entail utilizing the resources in front of you. In educating your clients on why you’re now focusing on quality content and social media, instead of just plain old link building and keyword research, be sure to use industry icons and their endless accounts of proven strategy as examples of success.

The run down here:

  • Keyword improvements and rankings – Let them see the line move up a bit (even if it isn’t traffic)
  • Keeping track of efforts – Make sure your time is compensated and valued on both ends
  • Reporting, reporting, reporting – They want to see results. In changing our strategies, we can’t break away from the older more solid efforts that keep the client satisfied till your next call.
  • Educate your clients – Make sure they are on the same page. Panda kicked everyone’s butts, not just the SEOs. Your clients need to know what they are in for and why you are the best for the job.

1 Spend Search Advice – 5 Questions for Lowe Campbell Ewald’s SEO Manager

And this last one is just for those interested in a thriving organizational culture. Coming in on the top of my list for good tips on how to implement strategy and planning, is by Amy Gesenhues, with MarketingLand.

I am a huge advocate in organizations who value the input and insight of their employees. In fact, that is a big reason why I’m looking forward to my future here at SEO.com. This piece gives the perspective of one of my peers (Hillary Glaser- Lowe Campbell Ewald) and her understanding of what role importance and whole involvement from top to bottom can do for a campaign. She actually provides a fresh outlook on “campaigning” and the rhetoric that surrounds terms like these with alternative terminology like goal focused optimization.

She sets the sights high and delves into getting her hands dirty and becoming more than just a client but a partner, a teacher, and a consultant. These are all aspects of SEO that need to be implemented on a daily basis. Our client relationships need to be cultivated and nurtured; trust absolutely has to thrive here for these to become long term investments.

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Online Content Collective, April 3, 2014 – SEO is a post by SEO expert Shilah Anderson. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Shilah Anderson" Tags: "Blog, SEO Tips"
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Date: Friday, 21 Mar 2014 14:54

Online Content Collective, March 21, 2014 – PPC is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

ppc (1)

Today we look at a few ways to improve upon your PPC campaigns. Search Engine Journal provides a guide to remarketing, useful to any online marketer, but especially valuable in getting more value of your existing paid campaigns. SEER Interactive gives us an efficiency tip for managing your Google Display Network placements. And PPC Hero shares an example of a mobile app ads gone bad and how to avoid similar mishaps.

Remarketing 101: A Beginner’s Guide

This straight-forward guide to remarketing, aka retargeting, covers all the basics. If you’re already familiar with remarketing, this probably isn’t for you, but if you haven’t tried retargeting, this is a good starting point to teach you what exactly it is, how it can be useful for you, and how to get started.

PPC Work Hacks: Quickly Analyze AdWords GDN Placements

Hank Martin from SEER Interactive provides a look into doing placement analysis for Google Display Network advertising. This narrowly focused article can significantly increase your efficiency when selecting domains to focus your budget on.

Mobile App Exclusions – How Flappy Birds Tanked My Display Campaign

If you’ve managed a paid account long enough, you’ve or will see how easy it is for one little thing to blow your budget. In this article Cassie Oumedian takes us through an instance of Flappy Birds ads making it through an opt-out and destroying her campaign, and how you can avoid a similar problem with mobile app advertising.

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Online Content Collective, March 21, 2014 – PPC is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Joe Amadon" Tags: "Blog, PPC"
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Date: Monday, 17 Mar 2014 14:00

Don’t Fear the Algo Change: Forward Thinking SEO is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


Don’t build what Google is rewarding. Build what Google wants to reward. Embracing this philosophy will have you popping champagne corks when Google makes a major update instead of freaking out and worrying about getting fired.

You Chose to Aim at the Moving Target.

Don’t blame Google. They aren’t a non-profit. We know they want to create SERPs that make them money, which involves encouraging click-through on relevant, credible ads, but also delivering valuable results to the user so they come back. So don’t make excuses. Google wants the best, most applicable pages at the top of their organic results, knowing that they’ll make money over time through loyal customers.

Knowing Google is constantly trying to improve the results they serve, you make the choice every day to either build what Google is rewarding today or yesterday, or you can build what Google wants to reward.

What Keeps Us from Choosing the Latter

Pressure. Whether from clients, our boss, or a mortgage payment, we feel pressure to get results now. There isn’t an easy answer to this, which is sort of a good thing. Everybody does the easy and you end up with a lot of competition and it becomes hard to separate. But it is in choosing to do what is difficult and risky that separates the successful.

“In whatever you choose to do, do it because it’s hard, not because it’s easy. Math and astrophysics are hard. For every hard thing you accomplish, fewer other people are out there doing the same thing as you. That’s what doing something hard means. And in the limit of this, everyone beats a path to your door because you’re the only one around who understands the impossible concept or who solves the impossible problem.”

-Neil DeGrassi Tyson

Sink or swim. Know there is risk in this. You may fail or you may simply not have enough time, or the decision maker might not be practicing enough patience. I’m not trying to convince everyone to choose this path. I’d rather not have the competition. I only want to show that there is another option.

How to Change Your Strategy

Make Sure You’ll Have a Job

The biggest obstacle is going to be getting buy-in. Your manager or client needs to understand the long-term versus short-term strategy. This is no different than financial investing. Your strategy needs to match the goals and expectations of people making decisions about whether or not you’ll continue to be working for them.

Try Empathy

Ask yourself what your business does that makes people happy. The point isn’t just to get rankings and traffic, the goal is to get your solution in front of people with the appropriate problem. So you have to approach your website and business from the visitor’s point-of-view. Be honest with yourself. What can you provide better than the myriad of other sites on the web?

Be a Big Fish in a Small Pond

Consider your competition and what they do. If you can’t be considerably better at what they do, find the niche you want to dominate. Keen Footwear grew rapidly not by targeting the largest segment of the market, but by targeting people with wider feet who didn’t have many options. Most other shoe companies made shoes only for people with a regular width foot, since that was the largest market. But it also, then had the most competition. So instead of fighting for a small slice of a big pie, Keen went for a huge slice of a slightly smaller pie.

Line Up Your Resources

Hopefully, you already have some of the resources you need to make what you need to make. And most of your resources will be the skills people possess. There are less than ideal, free software solutions for almost anything, so don’t worry about that right now. Good people are resourceful, and you can’t find open-source alternatives for writers, designers, coders, etc. You need storytellers and people with vision and hustle, regardless of their medium. If you don’t have creativity, you have nothing.

Lift Heavy Weights

“Everybody wants to be a bodybuilder, but nobody wants to lift no heavy-ass weights.”
-Ronnie Coleman

This isn’t about quick wins and low hanging fruit. This is about grinding and being patient. If it can’t easily scale, you’re probably on the right track. Still strive for efficiency, but don’t sacrifice the end product. The web is already full of mediocre content.

Expand the Conversation

Everyone knows that unique content is important, but some interpretations of this are better than others. The easy way out is to take the unique content requirement as a need to have a unique grouping of words and numbers. If this understanding of “unique” is what you’ve used to craft your unique value proposition, you have more important things to do than reading this. You’ll want to go back to square one.

Unique content should offer unique value, a unique interpretation or idea, or is able to create a feeling inside people that everything else in that realm hasn’t done before. So do that. Expand the conversation, don’t repeat what’s already being said.

Grow Your Kingdom

Content is king, but outreach expands your kingdom. Just as a great product needs exposure to get traction, a great website needs exposure to get traffic. I’ve always been less inclined to” building” links, there is no doubt you have to get in front of eyeballs. But be careful with scaling your efforts. Again, apply empathy, and think what you’d do if your email arrived in your inbox. If you wouldn’t give yourself a link, keep reworking your outreach until you would. The same goes for social posting.

More Tortoise, Less Hare

People who are bad at cards claim winning at poker is all about luck. Good poker players say it is all skill. And like so many things, it’s a little of both. To win, you need skill to stay in the game long enough to get lucky. Sometimes you’ll get lucky and get a quick win. But expect steady progress instead of the spikes that stick out in reports. You’re big wins will be when new Panda updates roll out and they’ll be long lasting.

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Don’t Fear the Algo Change: Forward Thinking SEO is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Joe Amadon" Tags: "Blog, SEO Tips"
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Date: Thursday, 13 Mar 2014 14:19

Content Collective, March 13, 2014 – Social Media is a post by SEO expert Andy Eliason. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


Social media is a critical part of modern online marketing campaigns, but unfortunately too many companies either don’t understand its importance or overestimate its abilities. Just like the other elements of online marketing, social strategies, tactics, and tools can change all the time. In this week’s Content Collective we take a look at how social is affecting the online business world and get some tips on how to improve your results.

What Justin Bieber’s Twitter Hack Teaches Us about Social Media Security

It hurts me deeply to reference anything that has to do with Justin Bieber, but apparently his Twitter account – the one that goes out to 50 million followers – was hijacked for a while a few days ago. While the state of the pop star’s social media account couldn’t possibly interest me any less, there really is some important issues about social media security that this incident raises.

In this particular instance, only a couple tweets were sent but one, of course, included a link that would authorize the installation of a mobile app. Of course, when you have people managing your account all day, they can catch things like that and delete the tweets and send warnings not to click the link.

How does this kind of thing keep happening? This isn’t exactly a new occurrence. In this article by James Lyne on Forbes, he takes a look at the most typical tactics hackers use to get control over someone else’s account. More importantly, he provides 7 simple tips to keep your Twitter account secure.

How to Set Measurable Goals for Your Social Media Marketing

Social media results are notoriously difficult to quantify. How valuable are those likes on your Facebook page? How many Twitter followers justifies the time you spend curating content and following industry leaders?

The fact is that these questions don’t have a set answer. They will be different for every company. That means you have start by defining your own key performance indicators (KPIs) in such a way that you can be sure your efforts are providing real results.

In this article by Danielle Prager on Unbounce, she shares some detailed tips on setting those KPIs for the major social media channels. Are you tracking your own social tracks? Do you feel like you’re getting enough out of each platform? Take a look at these tips and see what else you can do to make social marketing work for you.

How Social Media Is Changing Language Usage and What Marketers Need to Know About It

As a writer, I find the theories and ideas presented in this article extremely interesting. Basically, there are a lot of people out there that claim the overuse of initialisms, weird abbreviations, and useless emoticons in social media and texting is really creating problems for our written language. Others may try to turn that argument around and claim that this is simply an evolution of the way we use language.

The thing is, even the way we use those abbreviations and initialisms are changing. A LOL doesn’t necessarily mean a hearty chuckle anymore. It can just be an expression of empathy or a way to fill in some extra space. In this article by Angie Pascale we get to see a lot of evolutions like this, but we also get to see how this could impact your marketing campaign.

Language is more important than you might think – especially for social media. If your goal is to build a community and engage with your customers (and if it isn’t, what are you doing on social media?) you need to know how to use the nuances of language to make the correct impression. Check out the full article for a more detailed look at how important the words you use really are.

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Content Collective, March 13, 2014 – Social Media is a post by SEO expert Andy Eliason. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Andy Eliason" Tags: "Blog, Social Media"
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Date: Friday, 07 Mar 2014 21:04

Self-taught SEO for the non-SEO Marketer is a post by SEO expert SEO.com. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


Your first question is surely “why do I need to bother teaching myself SEO if I don’t plan on being in charge of the company’s SEO efforts.” It’s a fair question because learning anything about SEO takes time and patience. There is a reason SEO is a full time job and something that requires a lot of training. However, learning even the basics of SEO is important for everyone in the company for a few different reasons:

  • The basics of how SEO works really doesn’t take too much time if you’re committed to learning.
  • SEO affects many different departments including sales, IT, and PR. I recommend checking out this article to learn more about how SEO is connected to these different parts of a business.
  • If you’re going to hire an SEO agency or expert, it helps to know what to ask and what kinds of answers a real professional would give.
  • Insights from SEO help you gauge what your online visitors want to see.

There are expensive and more formal ways to learn about SEO, such as talking with your current agency or participating in an online training course, but this can be tough for new businesses. If you’re really at the first stages of your business and your SEO understanding, the best way to learn SEO (in some cases your only option) is to teach it to yourself.

How to Teach Yourself SEO When You’re Just Getting Started

Below are different ways that I’ve taught myself SEO in the past along with resources to help you get going in order of how you’ll get the most benefit:

  1. Reading is essential. As always, reading should be your first move. Get comfortable with some of the things going on in the SEO industry by reading blogs and then by searching for “basic SEO guides.” As a warning, there is a lot of information out there about SEO. Don’t feel like you need to read everything, just find some trusted, basic guides.

    Resources: The Beginners Guide to SEO by Moz; Search Engine Land’s Guide to SEO by Search Engine Land; SEO: A Comprehensive Guide for Beginners by Kissmetrics.

  2. Practice with SEO tools. A huge part of SEO is using different tools to gather and analyze data, do keyword research, etc. If you don’t already have your free Google Webmaster Tools account setup, make this your first step. Many of the tools you can use are free, so I recommend downloading a few and checking out all of the different tabs and options. You might not know how to use everything at first, but getting your hands dirty is a good start and a good way to get ideas on what to try and read.

    Resources: Google Webmaster Tools, Google Analytics, Google Keyword Planner.

  3. Participate in online communities. There are tons of different SEO groups and forums out there that you can participate in once you get comfortable (including groups for people who are new). Take a look at what is being talked about and see if you can give any insight. These are definitely great places to learn new things and, even more so, ask your questions.

    Resources. LinkedIn Groups including Professional Bloggers, Social Media Marketing, Search Engine Watch, and many more. Forums including Google Product Forums and SEO Chat Forums.

  4. Connect with SEO pros on social media. It can be difficult to connect with SEO professionals on social media if you don’t know them, but this shouldn’t scare you off. First, try to meet people in forums and online groups, and then send connection requests with a message about an article you read that they wrote or a group where you learned something from his/her post. This might help lead you into having a mentor, which is a great way to get your questions answered directly once you know a little bit more about the subject.

    Resources: I can’t directly give any recommendations here, but feel free to connect with me on Google+ and Twitter!

  5. Try writing about SEO. I personally find that writing about SEO is one of the best ways to really learn about a particular topic. It involves research and fact checking, which is just what a beginner needs, and trying to explain your ideas requires you complete your understanding of the subject. Publish the blog post on your website to show that you know your stuff and get feedback.

    Tip: Topic ideas can be developed from current conversations you’re finding taking place in the SEO space, or by trying to fill the voids you noticed while gaining your SEO education.

As discussed above, teaching yourself SEO is going to be a long task, but it doesn’t necessarily mean that you don’t need to hire an expert. Hiring an SEO agency or someone to focus solely on SEO is important because of all the different responsibilities that fall under the SEO umbrella—content creation, social media marketing, keyword research, technical on-site optimization, guest publishing and blogging, etc. A basic understanding of SEO isn’t going to make you someone who can expertly develop and execute an SEO strategy, but your knowledge will facilitate a better partnership with whoever does your SEO and online marketing.

Have you taught yourself SEO in the past? What tactics worked for you? Are there any resources we missed? Let us know your story and your thoughts in the comments below.

Author Bio

Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from Panda and Penguin updates. She writes for HigherVisibility.com, one of the leading  SEO firms in the United States.

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Self-taught SEO for the non-SEO Marketer is a post by SEO expert SEO.com. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "SEO.com" Tags: "Blog, Get to Know Your SEO, SEO Tips"
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Date: Wednesday, 05 Mar 2014 21:23

Online Content Collective – March 6, 2014 -Conversion Optimization is a post by SEO expert Shemmah Al-Darweesh. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


All the marketing efforts spent on increasing your rankings, building your brand, and connecting with customers is worthless if you neglect the final steps in the sales process. While getting qualified traffic to your website is important, it is only one component of success and you will be losing out on potential sales if you do not maximize your conversion rates.

This is achieved through an effective website layout and a superior customer experience. Strategies for conversion optimization can involve the overall quality of your website as well as targeting specific pages such as product and checkout pages. Fine-tuning your website to guide customers through each stage of the sales funnel can result in an increased percentage of leads and sales even if there is no increase in traffic. The following articles provide helpful suggestions gained through conversion rate optimization research and testing:

Less is More: Maximize Conversion by Removing Website Distractions

A recent test from MECLABS’ online retail research partners demonstrates how they were able to increase conversions by 10 percent by simply removing distracting features on the site.

The focus involved elements on the checkout pages that were causing friction during the final stages in the sales process. Once unnecessary steps and elements had been removed there was a 19.95 percent increase in revenue for every customer visit to the checkout pages.

Why Conversion Optimized Landing Pages are the Key to Online Marketing Success

Enticing visitors through conversion optimized landing pages is the focus of this article. Directing traffic only to your homepage can hinder your ability to gain leads and make sales. By linking back to select landing pages, you can bring your customers directly to the information and products they are searching for.

Gaining traffic to these landing pages is accomplished through effective ad copy that reduces friction points. Once the customer has clicked through to one of your landing pages it is essential that your goals for a specific page are narrowed down and displayed clearly on the page.

11 Simple Conversion Strategies Many Product Pages Fail to Incorporate

Oftentimes ecommerce sites will use product pages as a landing page. In addition to the content on these pages, the design elements on the page can influence the conversion rate.

Some of the factors that influence sales through product pages include consistency, visible contact information, detailed product descriptions, high-resolution images and product comparisons. The primary goals of these pages should be focused on informing the customer and selling products. When shoppers are adequately informed about a product, not only are they more likely to make a purchase, they are usually more satisfied with their selection.

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Online Content Collective – March 6, 2014 -Conversion Optimization is a post by SEO expert Shemmah Al-Darweesh. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Shemmah Al-Darweesh" Tags: "Blog, Conversion, Conversion Rates"
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Date: Friday, 28 Feb 2014 19:55

Content Marketing – It’s All about Trust…and Bridges is a post by SEO expert Colby Hooley. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


Did you know that the average person will have 10 interactions with your content before making a purchase? If you’re a B2B company, it’s even more. So what does this tell you? Let me be as blunt as the business end of Mark McGwire’s thunder stick as I can be (LOL this just made me laugh way too hard to not include it). You’re self-promotional email newsletters, social media status updates, tweets, etc, are not working. But you’ve realized that already and that’s why you’re reading this. Allow me to share some additional statistics gathered by Forrester about what your customers trust.

The 6 Most Trusted Types of Content

70% Trust brand or product recommendations from friends or family.

55% Professionally written online reviews (i.e. consumer reports).

46% Consumer written online reviews.

43% Natural search engine results.

32% Information on websites of companies or brands.

27% Sponsored ads on search engine results

Source: North American Technographics Online Benchmark Survey (Part 1), Q2 2012 (US, Canada)

Before we start creating all sorts of content and wasting 70% of our content and time. I want to go over how we can connect to our customers at a level you never thought possible.

The last, but most important find from Forrester recently?

Buyers can be anywhere from two-thirds to 90% of their way through the buying process before they ever contact you.

The Why behind Content Marketing

Remember the movie The Ghost and the Darkness? One of my favorites to this day. The one line I remember most from that movie is from John Patterson (Val Kilmer) when he is asked why he loves his work. His response?

“What better job in all the world than build a bridge? Bring land over water. Bring worlds together.”

Our goal with content marketing isn’t to sell your products or services to them in a direct “Buy my product today!” sort of way. Our long-term goal is to “bring land over water. Bring worlds together.” That is essentially what we are doing and what we should focus on with every piece of content we create.

Our other goal is to get them to trust you in a deeper sense than one usually does when choosing which store to buy a candy bar from. How we do that goes against many traditional marketing practices and will test your patience as well.

Tom Fishburne said it best – “The best marketing doesn’t feel like marketing.”

Here’s a quick example, I want you to focus on how this piece of content makes you feel.

Car Ad

If this were the first time you had seen this message from a car dealership you had never heard of, would you trust it? Probably not.

Now let’s flip the situation. If you had seen commercials on TV, read raving customer reviews such as the real one below, and saw a friend post a Facebook status about their great experience? You probably would believe it, and this would be the first place you would go to buy your next car.

“I have been in and out of this location for a week now. We got into one car, and decided we wanted another one. This was a hard enough transaction as is, but to top things off my credit is not good right now. They were more than willing to help me, run numbers for everything and made sure I was happy before I left.”

This real-world example shows us why content marketing is so important. More specifically, it shows why creating great content to act as touch-points for your brand determines whether or not people’s instincts will tell them “DANGER! RUN!” or “I WANT MORE!” when they see your final call-to-action and you ask for their money.

The New How of Content Marketing in 3 Time-Consuming yet Essential Steps (At least I’m being honest)

  • Step 1 – The Real Buyer Persona

Tony Zambito explains the real buyer persona you need to follow perfectly.

Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.  (Today, I now include where they buy as well as when buyers decide to buy.)” Tony Zambito, “What is a Buyer Persona. Why the Original Definition Still Matters to B2B.”

Since this article isn’t about the huge (and widely misunderstood) topic of Buyer Personas I urge you to read my post, here, before moving on.

  • Step 2 – Bye-bye, Lonely Keywords – Hello, Keyword Concepts

It’s not ancient history, but certainly seems so in SEO terms when companies would focus all of their efforts on a handful of keywords. (No, keywords are not losing value just because we can’t reliably track them in Google Analytics anymore.) But with the increasing intelligence and discernibility of Google’s all-seeing-eye, it’s time to take a step back and re-evaluate our processes for the make-or-break step of keyword (concept) research.

Rand Fishkin from Moz dedicated an excellent Whiteboard Friday to the topic: (MUST WATCH!)

According to a recent article from Cyrus Shepard, a gigantic 70% of traffic for any page comes from keywords that you didn’t target or optimize for. Shocked? Don’t be. That is why you start with step 1! You read my other article, didn’t you?!

So back to our keyword concepts. What is a concept? Instead of individual keywords we are going to choose as many relevant long-tail keywords as we can that are organized around a main idea or theme. Themes or ideas that we have developed after talking to our customers. This archetypal data will help us create a keyword strategy that will allow us to rank for dozens, if not hundreds, of keywords relevant to our target market.

My Secret Sauce to Keyword Research

Creating a buyer persona and understanding them is going to be like rubbing a magic lamp and having a magical genie pop out. Except instead of being limited to three highly irrational and poorly thought-out wishes you get an infinite supply of customer knowledge and happiness.

Phase 1:

I gather all of the keywords related to my concepts. In this case I chose two concepts based off of two separate personas I created and started selecting and removing various keywords. Our objective here isn’t to find every keyword we are going to target with our content, it’s merely to get a solid number of “sub-concepts” that we can further refine into our overall keyword strategy that will match our buyer’s behaviors.

Selecting the appropriate landing page and optimizing it for the right buyer persona at this point is vital as well. We don’t have time to talk about that today. Read this awesome resource, and this one for now. Remember, we’re optimizing for people first, search engines second!

In my first round of keyword research I highlight the ones that I want to use in blue. Again, just a simple way for me to go back and easily see which keywords I have worked on before.

Keyword Concept Table

Phase 2:

This phase is where you will find out if you’ve done your homework on your personas. Here we are going to match up keywords to each stage of the sales pyramid/sales funnel. Here we begin to build our bridge that our proverbial customer will cross to reach his/her solution.

Keep in mind that visitors using these keywords to come to your page are going to have different needs and goals at each of their points in the buying process. It is important that each TLP is built around those needs and goals in order for you to achieve the highest conversion rate possible for each CTA.

Keyword Concepts Grouped

You can add or subtract as many keywords as you wish for your particular campaign or business needs. Although I strongly feel that in order to be known as an expert for this specific concept you need to have a healthy number of keywords. I hope this shows you the immense opportunity for ranking for terms that matter to every possible stage of the buyer’s journey.

  • Step 3 – Content Creation

Now that we’ve made it this far, it’s time to really see the efforts of data collection, analysis, and research begin to pay off with our content ideas. I think everyone would agree that it’s much easier to create valuable content when you know what stimulated the target audience to search for your solution in the first place. This is when you begin telling your story and genuinely help people.

Here are just a few of the key events I like to focus on when coming up with content ideas.

  1. What are the consequences of not solving the problem that my target buyer faces?  What problem can I solve for my target buyer?
  2. Are they even problems worth solving?
    1. Follow-ups
      1. Can it be solved at all?
      2. If so, how much time, effort, and cost will be required to solve it?
      3. What options do I have?
      4. What type of ROI can I expect?

For small businesses you can use a plethora of ideas – from customer reviews, product descriptions, and social media. Content is time consuming and expensive so start small and master the basics and focus on your own blog, such as this delicious example, ourbestbites.com, has done.

  • Step 4 – Creating the Execution Calendar & Vision

Now it’s time to bring it all together with our Execution Calendar. I read a great article by Mackenzie Fogelson that I borrowed this design from and I have to say, it works so well! You can use any system you want but this is what I have found helps me keep things in order(along with Asana).

(Just in case you are curious, blue means I assigned it to a team member in Asana, red means I haven’t assigned it yet. Just a simple color code system I used to keep track of things.)

Execution Calendar

We all know the “A picture says 1,000 words” so here is my blog post summed up in one beautiful graphic.

Content Marketing Bridge

I hope this has given you some new ideas for content direction and inspired you to reach higher with your content marketing and your efforts to “bring worlds together.” If you’re imitating the content practices of your competitors, as some have suggested doing, or you are creating what you “think” your customers want to see, then you are going to be one step behind the competition and your customers. Rand Fishkin said it best, “Imitation is the best way to stay one step behind.” So get out there, talk to your customers, create content so good they would be willing to pay for it! Know what they are worried about, excited for, and striving for NOW.

Hit me up with your ideas and feedback!

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Content Marketing – It’s All about Trust…and Bridges is a post by SEO expert Colby Hooley. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Colby Hooley" Tags: "Blog, Content Marketing, Keyword Researc..."
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Date: Thursday, 27 Feb 2014 15:44

Online Content Collective – February 27, 2014 is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


The constant evolution of SEO marches on, and WordStream gathers the thoughts of a few SEO psychics to predict the future of search engine algorithms operating without consideration of links. What we’ve seen the past few years and continue to see is the diffusion of SEO throughout business units. This spread has created a greater value for the more broadly developed SEO marketer that can begin to take their analytic mindset and incorporate an understanding of individual behavior.

Gary Vaynerchuck is the epitome of the new marketer who can not only analyze the end result of a marketing effort but step back to identify what has really caused the desired behavior. His sit down with Chase Jarvis is fascinating and covers a broad range of topics for the modern marketer or business owner.

Many people noted the lack luster commercials that aired during the Super Bowl a few weeks ago. A big reason for this trend is that smart marketers are finding greater value using YouTube instead of spending millions for 30 seconds of air time. Distilled provides us with a detailed examination of the often undervalued practice of YouTube marketing.

The Future of PageRank: 13 Experts on the Dwindling Value of the Link

This post by Elisa Gabbert doesn’t offer much actionable advice, but it’s not trying to. What it does is explore the potential future of search engine algorithms absent links as a factor. Experts such as Eric Enge and Rand Fishkin answer questions about:

  1. The future of link value in Google’s algorithms.
  2. If Google stopped using links, what metrics would replace it.
  3. How SEO’s should alter their strategy in anticipation of algorithmic changes.

One of the greatest bits of advice in the article came from Aaron Wall while explaining considerations for developing a long-term SEO strategy:

Anything which is scalable and widely scaled will eventually be promoted as a form of spam, unless it is done by the home team. Thus the more differentiated one’s efforts are and the harder + more expensive they are to reverse-engineer and duplicate, the better.


Get Off Your Ass and Get Noticed with Gary Vaynerchuk

In this lengthy video interview, Gary Vaynerchuk shares his brilliance on a wide variety of topics including, but certainly not limited to:

  • Understanding how valuable “the sorry” is, to the point of recommending intentional gaffes for the opportunity to apologize.
  • How unimportant being smart is.
  • Offering value before the ask.
  • The importance of consistency when developing a community on any platform.
  • Ways creatives waste time and energy.
  • Also smart pant technology. Seriously.


Metrics to Measure YouTube Marketing

Distilled’s Phil Nottingham runs us through everything you need to know about how to get the most from your YouTube channel, starting with properly understanding appropriate goals and metrics, and taking us through the execution and analysis.




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Online Content Collective – February 27, 2014 is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Joe Amadon" Tags: "Blog, SEO, SEO Tips, Social Media"
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Date: Monday, 24 Feb 2014 21:05

Why Your Site is Missing from Google is a post by SEO expert SEO.com. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Google landing site on computer screen

The dreaded Google black list. The list that no one wants to be on, but it seems even more than we could estimate are showing up on this list. According to Forbes.com as of November 2013 there were a reported 10,000 suspicious websites per day being quarantined. The cause of the quarantine is supposedly because of sites infected by malware, but here are other ways of getting your site removed from Google. You may be thinking: “How would I know if I am on this black list?” or “What do I need to do to get off this list?” Well, lets run through how to know when you’re in trouble and how to avoid being on such a list in the first place.

The first place you would need to go is your Google Webmaster Tools account. This would be the message center that Google uses to display different aspects of your site as they see them. If Google has black listed you for malicious software on your site, this is where you’ll see it.

Over the last few years Google has rolled out several updates to help create a “better user experience”. In doing this Google has set stricter guidelines to measure websites so that visitors to the site receive the appropriate information they were looking for when they typed in a keyword or a question. Sometimes Google delivers a message to you in Google Webmaster Tools to let you know you are violating their guidelines. Another way to know that your site is suffering because of one of these updates is by seeing a significant drop in rankings and traffic. At this point, panic is an appropriate response.

Let’s look at a few other reasons why your site might not be showing up in Google:

  • Article Marketing – Large scale article marketing, also known as “spinning,” involved taking one article and spinning it (making minor adjustments) hundreds of times. This led to hundreds of links to a website and, for a period of time, great rankings. However, Google got wind of such practices and shut them down pretty quick by penalizing you, either manually or algorithmically.
  • Buying or Selling Links – A big Google no-no! It sounds pretty self explanatory, but let me give you a little bit of info. A third-party contacts you promising you what sounds like a great deal (either guaranteed rankings if they’re selling or money for simply including a link on your website if they’re buying). They hope you don’t even understand the consequences of such a proposal, and if you do raise questions, they will claim that Google would never find out, because the links are pointing to intermediary sites causing what some would consider a “Link Wheel” or a “Link Pyramid.”
  • Keyword Stuffing – Keyword stuffing may come naturally to some but always reads unnaturally. Repeating the same keyword over and over again in hopes of truly getting the point across. Well, it doesn’t work and Google doesn’t like it. This makes for a horrible user experience and makes your content look spammy. Big red flags and Google is not afraid to take action on this one for sure.
  • Un-natural Anchor Text – One of the things that I have seen lately is using the same anchor text over and over and over again trying to make a specific page show relevancy for that term. You need variety. Having relevant anchor text is great, but is not always needed. Try using more long tail phrases instead of the exact words you are trying to rank for and maybe sometimes no link at all. If you think Google can’t see or crawl your content, then you are sorely mistaken. They can and do crawl the content.

These are a few of the more common ways of getting black listed by Google. One suggestion for you when you are link building or looking for a company to link build for you is to make sure that the practices listed above are not being done. If companies make unrealistic promises to “get you indexed”, “get you X amount of links in a certain amount of time,” and my favorite “get you YOUR desired rankings”. These should be red flags. You should at this point turn and run the other direction. To save you a headache of trying to get off the naughty list of Google, choose a company that is going to be a great representation of your brand and isn’t afraid to explain how they will deliver what they promise when doing online marketing.

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Why Your Site is Missing from Google is a post by SEO expert SEO.com. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "SEO.com" Tags: "SEO Tips, Webmasters"
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Date: Tuesday, 18 Feb 2014 16:58

SEO.com Online Content Collective – February 18, 2014 is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

ppc (1)

In this week’s installment of the Online Content Collective, we are sharing recent posts centered on creating a community without content, PPC campaign analysis, and social media reporting.

Building a Community without Content

Mack Fogelson answers the questions of whether it’s possible for a company to have a community without having content with an emphatic “No, but…” on the Mack Web Solutions blog. While sharing the content of others is valuable and important, if you aren’t adding your own voice and solutions, you’ll suffer significantly in the all important engagement factor within your community. The “but” however, is that sharing the work of others can be a good bridge while you develop your own valuable content.

PPC Account Audit Guide

PPC account management is all about analyzing past performance and adjusting properly. Nicholas Viggiano shares steps to perform solid account audits on the SEER Interactive blog. While everyone has their own way of auditing accounts, this four step guide makes things simple and quick, and also includes the crucial inclusion of new eyes to catch what you’ve been overlooking. The framework is based on reviewing the organization of the account, creating a scoring system to quantify the more subjective elements of the account, getting peer review, and the manual review of the display of your ads.

Social Engagement Metrics that Matter

Moz’s Jen Lopez reviews the best social metrics to monitor in order to better understand how effectively your utilizing your social media accounts. While this still doesn’t help quantify the economic value of your social efforts, it does offer up a solid framework for better tracking your performance over time and across platforms. And while a only a small difference, by converting actions like “Shares” and tweets into metrics such as amplification rate, conversation rate, and applause rate, we lose a little bit of the abstraction of these actions and are slightly, but constantly reminded of what we are really trying to achieve.

Now that we’ve shared what we felt were some of the better articles we came across this past week, please let us know what compelling marketing advice you’ve seen published lately.

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SEO.com Online Content Collective – February 18, 2014 is a post by SEO expert Joe Amadon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Joe Amadon" Tags: "Blog"
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Date: Friday, 14 Feb 2014 20:08

What’s the Point of Social Media Marketing? is a post by SEO expert Shilah Anderson. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Small Business Marketing Know How

People have always relied on word of mouth influencers when making purchase decisions. Today’s word of mouth is social media.

Social media buttonsIdentifying these influencers, building relationships with them, and engaging them in the conversation are some of the best moves a company could make. And yet, a lot of major companies are only now starting to get on the bandwagon.

Business is approaching the end of a huge transition in the online world. We’ve known the importance of social for a while, or thought we did, and it has become a central component of many online marketing strategies. This hasn’t been an easy change, though. Just think of how most of us think of “transitions” in the office: long hours, grumpy bosses, questions about whether or not it was the right move in the first place, and, one of the biggest hurdles of all time, people holding on to the “old way” of doing their jobs. Sometimes you just need to move on. Just as technology aids in advancing processes of the work place, it also benefits the world of marketing.

Not Just B2C

Social media has opened doors for every type of business out there, and successful B2Bs are notably utilizing this marketing channel. Companies like IBM and Cisco have built social media strategies and campaigns that can no longer be ignored by companies who struggle in bringing the cycle of sales full circle.

Where Did Your Customers Go Signs - Finding Lost Customer BaseIn point of fact, just as consumers socialize or shop online, so do other business owners and potential partners. It is human nature that if we need something, we learn how to fulfill that need – whether it is personal or business. Fortunately, fulfilling these needs or answering these questions can, in most cases, be just a click away. What if you aren’t at the other end of that click? How much further are your customers willing to go just to find you?

Any good business owner has, more than once, compiled a benchmarking list of organizations that are the best at what they do and have the numbers to prove it. These lists are especially valuable when starting a new business, but are also good when re-evaluating a marketing campaign or platform as well. Companies whose business and marketing structures would be good to mimic might be found somewhere like the Fortune 500 list.

The Growth of Social Media Usage

So what does this information have to do with social media you ask? Well, according to recent market research done at the University of Massachusetts Dartmouth, social media is playing a much larger role in marketing and customer retention than people might think.

2013 Fortune 500   UMass Dartmouth resizedThe findings at Dartmouth paint a rather clear picture of how these Fortune 500 companies are quickly adopting social media in order to strengthen their marketing campaigns. These numbers illustrate a positive relationship between their ranking on the list and whether or not they are engaged in social. From 2013’s list of F500 companies – 77 % now have twitter accounts and 70% have Facebook accounts, while on average adoption is growing annually by about 6%. It also shows a higher percentage of companies within the top 200 that are already utilizing these tools as compared to the lower ranked companies. What’s interesting is that even these giants just now understand the importance of social media engagement where it has demonstrated success in other sectors for years.

Is Social Providing Enough Value?

Regardless of their delay in adapting to the times, these numbers suggest that social media is working somehow, otherwise, why the rush? Now whether or not it is actually creating new and valuable cus-tomers has yet to be determined. According to INC.com, research would suggest this might not be the case. It would seem that the majority of the most valuable customers over time are gained more through organic search rather than through social media outlets alone.

Organic search methods are the most natural and common ways for individuals to find products and information online. Getting your business out there for organic search queries to identify is no easy task, and even if the suspected value of an organic search customer is higher than someone from, say, Facebook, that doesn’t mean it’s time to give up on social. It just means you have to make sure you’re using social media channels correctly.

Holding On with Social Media

Don’t get discouraged by the stats in the INC.com article. If nothing else, this information might magnify Google’s latest algorithm changes, where “content is king.” It so happens that the Dartmouth research also showed that in 2013 there was a 6% increase in the F500 companies found to have active blogs. And what partners better with a blog than social media?

After coming across this information, I had to dive back into my marketing studies, get back to the basics and ask a couple of simple questions:

What is more important than gaining a new customer?
Keeping a valued and loyal customer.
And how do we do that?
Through good customer retention practices.

We can do several things with social media but here are (in my perspective) the 5 most important ways we can facilitate social for customer retention:

1. Engage with our customers on a more personal level
2. Find out more about what they want
3. Track our findings
4. Be available 24/7
5. Build relationships

Social media is one of the best ways to remind current customers of the value you offer. It allows an organization to:

• Keep the customer informed and reminded
• Engage with them on a regular basis AND
• Track customer questions, concerns, likes and dislikes

On top of all of this, social media aids organic search, which, according to INC.com is the number one way businesses today are incurring new and valuable customers. So I ask: what better way is there (aside from good honest business practices) for a business to achieve customer satisfaction than through social?

White Keyboard with My Story Button.Tell Your Story

Walter Fisher, a professor of communication, is famous for his theory referred to as the “Narrative Paradigm”. In it, he suggests that all meaningful forms of communication, the ones that describe our actions and justify our behaviors, are, in essence, a form of storytelling. Storytelling, one of the oldest and most universal forms of communication, is defined as giving a report of events, or a narrative. This concept has become even more of a reality through social media. These “stories” are the building blocks of a successful marketing campaign. Word of mouth and experience are some of the defining factors in producing a loyal customer.

So, what’s the point of social?

Social media has been referred to as an enhancement to the “pillars of good business.” Katy Stewart, with the Houston Business Journal, points out that aside from boosting an organization’s presence, social media will also allow the public to become more engaged (which, of course, is what we are all looking for – to stand for something), convert on-the-fence onlookers into revenue generating clients, and address customer service issues across the board.

Through social, these pillars can all be addressed in the same location, by the click of a mouse or the touch of a fingertip. In an instant a story can be shared or even started and the narrative paradigm that we are all part of continues instantaneously and with great ease.

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What’s the Point of Social Media Marketing? is a post by SEO expert Shilah Anderson. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Shilah Anderson" Tags: "Marketing, Social Media"
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Date: Monday, 10 Feb 2014 19:39

Online Content Collective, February 10, 2014 – Content Marketing is a post by SEO expert Jon Baty. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


Using great content in your mixed media has become the new “must have” for websites. Not only does fantastic content help make your brand or product more interesting and relatable, but it can bring you more success and a higher spot in Google rankings. This week’s Online Content Collective takes a look at trends going on with businesses with regards to their content marketing strategies.

Each article examines what is working for content strategy and how more companies are beginning to measure the efficiency of that content. These articles are a great way to take another look at your own content strategies and find out if there’s something you can do to augment your efforts.

Content without Strategy is Just Stuff

Using an example of the famous George Carlin bit, “Stuff,” our first Content Collective article focuses on the accumulation of “stuff” for your content strategy. As the bit explains, humans live their lives accumulating more and more stuff and then they have to find somewhere to put it all. This is compared to how companies put all their stuff online and how they continue to find more places to put their stuff.

The real trick is putting strategy into your stuff in order to make it something. Then it’s not just stuff, but actual content that customers will pay attention to, which in turn will help you rise in your Google rankings, and create a more credible online presence.

Aligning Content Marketing Teams and Processes

In order for your content marketing to grow, you need to invest in a dedicated content marketing team who will be able to align themselves together and create more output for your company’s brand and ideas. There are four main ideas that are explained in this article.

  1. Build a solid content team. Companies are hiring writers with a background in journalism as opposed to marketing in order to create credible content without sounding too cheap and sales-y.
  2. Align internally. Choose people throughout your organization to be part of the content marketing team to help generate brand-appropriate ideas.
  3. Rethink the process. Determine a way that you can use metrics to establish how well the content marketing is working for your brand and the traffic driven to your site.
  4. Encourage innovation in content marketing. Think outside the box and create more relevant pieces of information that you share as content. Continue to innovate and reinvent the creation process.

Last Click Attribution for Content Marketing

This last article deals with process #3 in the previous piece.  The practice of content marketing has evolved from just trying to get your material published and out there, to a place of “how well is this piece working?”

Initially companies were monitoring the efficiency of its content through the engagement of the public. Now, more and more are concerned with not only the engagement but what the all-important “bottom line” is. Is the produced content attracting the public’s interest and generating sales? If so, what part of the produced content was the tipping point in getting the customer to buy in? The practice that this is referring to is known as “last click attribution.”

Content marketing continues to evolve as marketers look for new ways to make their ideas go further. The industry has certainly been swamped with a lot of bad practices and spammy guest posts, but if you properly strategize and produce quality content, you will see a lot more value for your investment.

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Online Content Collective, February 10, 2014 – Content Marketing is a post by SEO expert Jon Baty. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Jon Baty" Tags: "Blog, Content Marketing"
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Date: Friday, 07 Feb 2014 17:27

7 Types of Marketers and Their Common Traits is a post by SEO expert Jonathan Goudy. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Small Business Marketing Know How

Targeting an audience of buyers should be a part of every small business strategy. Targeting the perfect marketer to help you market to the target audience is just as important. There are many different types of marketers, and it’s important to know what type of marketer you should target for your strategy, that compliments your business model.

Small business owners, marketing managers, brand managers, or whoever has control of the marketing for a product, often fall into common patterns of thinking when they lay out their marketing vision. These thought patterns are fascinating because they can tell you a lot about what type of marketers you should approach for your project. Being in the marketing industry, I’ve compiled a list of all the different marketers that I’ve worked with or have witnessed over the years.

The Frugal Believer

This marketer loves craigslist and any other form of free marketing. They are disgusted with agency prices and will demand disproportionate value from every five bucks they spend. They often run businesses with sloppy brand images and survive very well on their obsessive cost leadership strategy, offering the lowest price for a descent or average product. Word of mouth is their savior.

People may love the products, but they love the price even more. This is a delicate balance, because there’s a fine line between a brand that says “cost leader” and one that says “cheap.”

The One Hit Wonder

Occasionally you’ll see a product do very well with only one type of marketing. This can make the marketer believe that all the focus should be just on this one technique. This is one of the riskiest ways to market a business because if that form of marketing suddenly becomes less effective the product will go down with it.

Having all of your eggs in one basket is high risk, but there is always the possibility of high rewards – at least for a little while. The one hit wonder can be really, and I mean really, good in one area, but if the marketing trends leave them behind, they won’t be able to provide much value in the future.

The Sprinter

The sprinter is the marketer that wants the big jump in conversions, traffic, or leads right now. Not tomorrow, now. Unfortunately, the sprinter is also the person that digs for gold and, just three feet away from success, stops digging because they’re discouraged or not satisfied with their results after digging the first two feet. The sprinter will occasionally tap into marketing channels that will deliver quick results, although it is slightly rare.

The sprinter is common among entrepreneurs and business owners because they struggle with patience, are hungry and results-driven, and they want success fast. Sprinters can be guilty of spammy tactics online, but this type of marketer is good for promotional strategies and can often be found in the PR industry.

The Marathon Marketer

This marketer is perfect for branding a company. They understand that the little wins are what make the brand great in the long run. Marathon marketers may not produce the best results upfront but overtime can be the perfect solution for companies that have a long-term vision. They focus on quality, they’re not cheap, and it can be difficult for the business owner or manager to see their value in the first few months when the ROI is very slim or non-existent.

Businesses should really consider their long-term strategy before they hire a marketer like this. Marketing agencies are often in this group, but so are individuals who have plenty of experience marketing a brand.

The Well-Rounded Marketer

The well-rounded marketer is usually looking for every single opportunity to market a business. They tap into, and test, everything they can before bailing on a marketing channel. They’re risk takers, but they understand the field of marketing far better than anyone who specializes in one area. They can employ that marathon mentality when they see something working, but since they don’t specialize in one specific area it can be difficult for them to know the details and depth of one area of marketing.

For small businesses, this can be the best route to go because they can take advantage of every opportunity available for your business – as long as it is affordable and profitable. The well-rounded marketer is capable of driving great results with a combination of long-term branding and willingness to consider new options.

The Super Creative Marketer

The super creative marketer is usually design- or content-focused. They specialize in viral marketing and can be beneficial to almost any business and brand. The pitfall for the creatives is they can fall out of conversion mode and end up appealing to fluffy traffic that won’t provide any real value. At the same time, you don’t want them conversion or profit focused because that hinders their creativity. Traditionally these marketers were found at creative boutiques. They can be very valuable for branding.

These traits are also common in social media marketers, article marketers, video marketers, or designers. They’re great for branding a business but might struggle when it comes to building ROI. If they aren’t artistic, they can provide super creative ideas for an artist or writer to play with.

These marketers can be rare, but marketing agencies find ways to bring them under their umbrella. It can be hard for creatives to focus, they tend to be all over the place, but remember that’s what makes them great.

The Analytical Technical Marketer

The analytical marketer can be rather annoying to the creative marketer, but will be the finance department and CEO’s best friend. These marketers look deep into the analytics to find the issues that need fixing, and they can get extremely excited every time they find something new.

These marketers are pragmatic individuals and use their logical and emotional hemispheres of their brain in their work. This personality type is most likely your best manager if you’re going in-house. If they work at an agency, they will probably be in a management position, as well. They use every tool available to them and will always sell their wins even when they’re losing.

They are comfortable using code and html, even if they can’t build a website, and they are often found in the SEO industry. If they were to run in race, they would choose a fast two to three miles instead of a slow 26-mile run or super-fast 40-yard run.


Every business is different, which means every marketing strategy should be different. It’s vital that managers and entrepreneurs know what traits will work best for their business and hire the agency or people that will complement their strategy and overall vision for their products.

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7 Types of Marketers and Their Common Traits is a post by SEO expert Jonathan Goudy. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Jonathan Goudy" Tags: "Marketing"
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Date: Tuesday, 04 Feb 2014 01:12

SEO.com Online Content Collective – February 3, 2014 is a post by SEO expert Shemmah Al-Darweesh. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Content Collective Marketing

Current Social Media Trends

If you are not popular then you can look forward to dying at a young age with a wail-inducing bank account. Well your business will anyway, you can continue to live your hermit-like existence if you please.

Business success is much like winning a popularity contest or at least achieving the status of one of the nominees. You need the approval and engagement of the masses, which is why you will have to dust off and proudly display the wings of your social butterfly. If you don’t know how to best manage the social media accounts for your business getting those 23 likes can feel like begging for change in the Wal-Mart diaper aisle. Check out this week’s content collective to learn more about the social media trends of 2014.

Social Media and the Super Bowl

Have you tweeted #Esurancesave30 yet? If not don’t fret about it, one of the millions of other tweeters tweeters will have one less person to beat out for the $1.5 million prize.

A good number of businesses tied social media marketing to their Super Bowl television ads. However, none of them achieved the success that Esurance has had with their campaign. Instead of paying for a $4 million dollar commercial slot during the game, they decided to purchase the spot just after the game ended. This saved the company $1.5 million, which they are offering to one lucky individual out of the millions that have tweeted #Esurancesave30 so far.

The Moz Guide to Social Media

If you are looking to launch or upgrade your business’s social media campaigns then you will want to check out the Moz blog’s new beginner guide to social media.

This comprehensive resource can be used as an aid to build or improve your social media strategy. It offers fundamental information about social media marketing as well as specifics about individual platforms and best practices that encompass the sphere of social media marketing. When almost 90 percent of businesses are currently using social media to engage their customers can you really afford not to?

Are you a Social Media Failure?

Failure can be a great instrument for learning but it can also be embarrassing. It is especially embarrassing when you are a social media failure because everyone you are trying to influence can see your pathetic attempts at social engagement.

Although businesses are embracing social media as a marketing tool, many of them fail to implement effective campaigns and strategies. Some of these companies have social media profiles that they rarely update or use, others post random content in the hopes that they will realize their goals and some manage to get a little customer interaction but do not gain any leads or revenue through their activities. Learn more about social media marketing and avoid the doom that comes with being a social media failure.

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SEO.com Online Content Collective – February 3, 2014 is a post by SEO expert Shemmah Al-Darweesh. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Shemmah Al-Darweesh" Tags: "Blog, Social Media, Uncategorized"
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Date: Thursday, 30 Jan 2014 18:38

New eBook: The Perfect Pinterest Formula is a post by SEO expert Andy Eliason. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


The Perfect Pinterest Formula: How to Get Mega Traffic to Your SitePinterest has become a very important part of social media marketing. It is the top converting social media site, it has more than 2.5 billion page views a month, and it can be extremely effective in building a community. In a comparatively short time, it has become the kind of tool that businesses and marketers love.

Of course, that means there are countless marketers and businesses vying for the attention of potential customers. Every day, there are millions of new pins going out into the world – how do you make yours stand out in the middle of all that?

At SEO.com we’ve partnered with Dilly Marketing to bring you their successful formula for creating and promoting the perfect pin.

Are you ready for it? Here it is:

The Perfect Pin Formula

Looks pretty scientific, right? Lots of variables that could mean anything. A declaration of a very definite result…

In truth, the science of this formula is in its application. Just like any good scientific formula, the process has to deliver repeatable results in order to be valid. With the information in this book, you can take these elements, stir them together, and measure the results for yourself.success

For the record, we’re talking about results like the case study to the right:

Now, the next big question is: what in the world do all those nonsensical letters actually mean? This is a valid question, and one that really can’t be answered sufficiently in a single blog post.

Instead, we’ve put it all in a free eBook that you can download and read at your leisure. In this book you’ll find:

Part 1: The Perfect, Traffic-Driving Pin

The average user’s Pinterest feed is filled with images, infographics, recipes, movie reviews, and all other forms of visual media. Getting noticed in this environment can be difficult. In this first section we take a look at some of the design concepts that will help your pins stand out. We go over the concepts that designers use to grab attention and spark interest.

Part Two: Starting a Pinterest Snowball

A pin is just a picture on a social platform until someone else notices it and passes it on. The real magic happens when hundreds or even thousands of people start noticing your pins – or someone else’s repins – and decides to spread the message for you.


In part two, we delve into the methods Dilly Marketing has used to get thousands of repins and hundreds of thousands of page views. We show you how, when, where, and what to pin in order to get the most benefit from your Pinterest marketing campaign.

Avoiding Common Pitfalls

Many companies adopt a “pin it and forget it” attitude, hoping that their community of followers will automatically notice and repin their images. It simply doesn’t work like that. Pinning your content is only the first step. Like all good things, it’s going to take a little work to start that snowball rolling.

The good news is that once you get it moving down that hill, it can start to pick up some unbelievable momentum.

Download The Perfect Pinterest Formula: How to Get Mega Traffic to Your Site and put it to the test with your own content.

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New eBook: The Perfect Pinterest Formula is a post by SEO expert Andy Eliason. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Author: "Andy Eliason" Tags: "Blog, Social Media, Pinterest"
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Date: Tuesday, 28 Jan 2014 13:30

SEO.com Online Content Collective – January 27, 2014 is a post by SEO expert Melanie Nelson. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Content Collective Marketing

Link Building 2014

Contrary to what many people think, link building is far from over. We can, however, say ‘rest in peace’ to link scheming. To better clarify these two terms, many people like to refer to the correct, natural, form of link building as link ‘earning.’ It doesn’t matter how hard you try to convince yourself that your site no longer needs backlinks. Link earning is still the very best way to gain visibility in the SERPs.

Before this year passes by and you realize everything you did for SEO was ‘so last year,’ take a look at these helpful articles from some of the most reputable blogs in the industry. Your strategy just might do a 180.

Is Buying and Building Backlinks Really Dead?

Another wishful thought that can be detrimental to your digital marketing health, is the thought that because you don’t have to ‘buy’ links anymore, you can decrease your SEO or digital marketing budget. Earning quality, natural links, is just as expensive, if not more so than the link building strategies of days gone by.

In this Q and A, Rand Fishkin answers this question with valuable accompanying advice. He discusses the fact that SEO is now more challenging, time consuming, and less ‘fire-and-forget’. Building or buying a link, then moving on and forgetting about it, does not make your brand more respectable. This is exactly what Google is trying to avoid. They want links that show you’ve worked on building a relationship, worked to better your site, and worked to increase brand awareness. In most cases the more difficult it is to earn a link, the more valuable and long-term sustainable it is.

31 Link Building Tactics Discovered From Competitive Analysis

Now that you know link building is still a crucial part of your SEO strategy, how do you go about integrating this quality, natural, challenging, link earning? Kalia Strong has outlined 31 different relevant tactics gained from a simple competitive analysis. With so many different ways to conduct a competitive analysis, everyone’s results vary. However, it doesn’t matter what your results look like, the way you interpret them and act on them should essentially be the same. From contests to sponsorship, this list of 31 tactics is bound to have something relatable to you and your site.

Link Building the Right Way in 2014

In this article, Chuck Price at searchenginewatch.com talks about how the new page rank is relevance and helps us narrow in on a few safe and beneficial link earning tactics. He also clarifies the fine line mentioned in Rand Fishkin’s Q & A answer, between link scheming and link building.

A few of the techniques Chuck calls out as link scheming include:

  • Buying or selling links that pass PageRank
  • Using automated programs or services to create links to your site
  • Large-scale article marketing or guest posting using keyword-rich anchor text
  • Creating & Distributing Press releases with optimized anchor text
  • A couple of the link earning techniques Chuck labels as safe and effective include:

  • Focus external link building efforts on the acquisition of editorially given links. These are links requiring human intervention and approval.
  • Quality trumps quantity. A few links from high trust/authority websites will have more impact than hundreds of links from “Made for Guest Posting” blogs.
  • There is no easy way out, or is there? Depending on how you view it, this new SEO world algorithm crediting everything that’s relevant, natural, and consumer-friendly can be seen as much less complicated. If you’re looking for a quick and easy way to build links, 2014 is not your year.

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    SEO.com Online Content Collective – January 27, 2014 is a post by SEO expert Melanie Nelson. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

    Author: "Melanie Nelson" Tags: "Link Building"
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    Date: Wednesday, 22 Jan 2014 23:33

    Is Guest Blogging Really Dead? is a post by SEO expert Shawn Barrington. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.


    So unless you have been hiding under a rock the last few days, or have no social media accounts, you have probably seen the masses of tweets, shares, and blog posts written about the latest SEO news released by the head of Google’s Web Spam Team, Matt Cutts. He flat out said that guest blogging for SEO is dead, and it has stirred up a lot of discussion.matt_cutts_guest_bloggin_results

    Why is this happening?

    Now this statement has gotten a lot of SEOs and business owners freaked out, and they’re worried that Google might be planning another attack on their latest/favorite way of building links. Which, in itself, is where lays the problem in the first place. Too many people have utilized solitary “tactics” as their one and only “strategy” to acquire links and be included in the SERPs.

    With that being said, is it really any surprise that Google wants to crack down on people that are using guest blogging as there one and only way of acquiring links?

    Guest blogging was never meant to be a full-blown link building strategy. It was best employed as a “tactic” that business owners and online marketers could use to grow their social media presence, online community, and website audience by showcasing their products, services and industry knowledge on other relevant websites.

    Instead, too many online marketers have used guest blogging as the new form of article marketing. By placing “guest blog posts” on low quality sites, often unrelated to their industry, for the sole purpose of getting a link back to their own website is, by its very nature, a SPAMMY tactic. Just like submitting generic content to old article sites in hopes that Google will rank the site for their targeted keywords and phrases, this was a strategy that simply couldn’t last.

    Online marketers need to get away from the mentality that we build and place content to simply get a link. True online marketing, or guest blogging for that matter, is about creating content that will help your company get the attention it deserves by providing real value on different websites. It should never be about simply getting links to your site.

    So Is Guest Blogging Really Dead?

    With all this being said, No, guest blogging, if done right, is not dead. Just think of it as Google putting a bounty on the heads of sites and companies who are guest blogging purely for links and rankings. Matt Cutts recently updated his post to clarify this point by saying:Matt Cutts Clarifies

    Moving Forward

    If we, as an industry, want to stop Google from constantly throwing wrenches in online marketing strategies marketers need to stop turning good quality “tactics” into the only “strategy” for getting noticed and earning rankings.

    There are tons of ways to acquire links the right way, such as whitepapers, infographics, videos, images and the list goes on and on. Marketers need to stop looking for the easy way of getting links and focus on things that serve a better purpose. (For more ideas on how else you can market your site you can download our eBook “11 Types of Content You Should Be Creating For SEO Right Now”)

    If you are going to use guest blogging as a tactic to grow your business then use it to increase your brand, communities, audience referral traffic and reach. Stop using it to purely build links and manipulate the SERPs.

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    Is Guest Blogging Really Dead? is a post by SEO expert Shawn Barrington. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

    Author: "Shawn Barrington" Tags: "Blog, Google, Link Building, Marketing"
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