Successful SEO strategies demand differentiation. In today’s column, I am going to outline a seven-step process for figuring out how to differentiate your website. You may be struggling with how to do this because your product may be boring, and your space is crowded. So, I am going to start by taking a look at the auto insurance industry for inspiration. Some Auto Insurance Examples GEICO was the first auto insurance company to make a big splash by promoting their products with humor with its famous GEICO gecko. The campaign was extremely successful, and the message was very simple: “15 minutes can save you 15% or more on car insurance.” This approach helped it build a major national brand. Humor was the vehicle for getting consumer attention, but the critical element was the simple and compelling value proposition for their product. GEICO has continued to push the envelope in many ways. Its “even a caveman can do it” commercials deliver the message that … [Read more...] about 6 Things To Learn About Differentiation From The Auto Insurance Industry
Insurance building work
As “online marketing” evolves, you’ll note I’ve used a generic term there rather than SEO — the titles and descriptions of what we do on a daily basis change as does the focus of the effort. Both “Panda” and “Penguin” in their different ways have had a dramatic influence on how important people think “content” is. That’s a huge revelation, of course. Never before had any of us figured out that the giving people access to rich information in the form of “content” could have any relevance whatsovever. (Don’t forget my British upbringing and look for the huge irony there, just in case you think I’m serious). Become An Authority On Your Subject! Some years ago, I founded a PR business with a partner — before search engines had been invented (actually, we didn’t even have email). In those olden days, when we old timers used to ride to work on horses (kidding), we used to call this … [Read more...] about What Are The Implications When Working On A Global Scale?
Are you guilty of these bad habits? Sometimes I am. Sometimes my link builders are. After realizing how many times I have reminded staffers not to do this, or to make sure they remember to look at that, I figured I’d tally up the 10 most common no-nos that I’ve seen over the past few years. 1. Not Following Up I’m not saying you need to bug the daylights out of people, but do follow up. There are people who will only respond to you on the second or third try. (I am one of these people.) In a quick glance at the last month’s worth of link work that we did for our clients, I’d say that around 20 percent of links were developed due to our following up with webmasters. I review the entire communication thread for each link that we build, and there have been times when four or five follow-up emails were sent. 2. Not Vetting A Site Before Contact This is one of my true pet peeves. Let’s say that you send an email to a webmaster, who then responds … [Read more...] about 10 Worst Link Building Habits
Looking for link building opportunities requires creativity and a basic understanding of both marketing and psychology. You need to understand the behavior of your potential linkers and develop email pitches designed specifically for them. Your search for link building opportunities should consider the following: Relevancy. Closely related blogs are gold mines, as they not only provide links, but potentially access to clients/customers your brand is targeting. Obtainability. Can you get a link from the page? Do they list content or resources similar to yours? Capacity. Does your site have enough resources to get a link from the page/domain? Understanding these three important considerations will prevent you from wasting time by reaching out to irrelevant domains. A quick evaluation of the relevancy, obtainability, and capacity of your brand to get links can lead to an efficient link building campaign. In this post, I’d like to share a few link building opportunities you can … [Read more...] about 5 Link Building Opportunities for Blogs and Small Businesses
Eric Enge, of Stone Temple Consulting, recently published a new study confirming that backlinks still matter. This research supports Andrey Lipattsev’s assertion that links are one of the top two search ranking factors. The key takeaway from the report is “When you aren’t facing page relevance or quality issues, links can, and do, continue to significantly impact rankings.” Equally important, however, is the likelihood that links will continue to matter for a long time. Matt Cutts indicated as recently as May 2014 that “I think backlinks still have many, many years left in them.” I know from personal experience that just a few relevant high trust / high authority links can move the dial. The Challenge I think Michail Dimitriou’s skepticism, as expressed in his comment below, is shared by many “Publish great content that is relevant to your target audience (and will naturally attract links).” Have you ever seen this (…) happen … [Read more...] about Building Links that Boost SERPs