The internet has forever changed how we communicate with one another, and this obviously impacts your brand’s marketing strategies. People are talking about your brand online — so you absolutely need to be monitoring these mentions of your brand across the web. Tuning into these conversations will both improve the efficacy of your online marketing and present a very natural link acquisition opportunity. Even if your business isn’t heavily invested in online marketing, it’s still worthwhile to pay attention to how people discuss your company on the web. The Importance Of Monitoring Brand Mentions When people talk about your brand, you want to know about it — and nowhere is it easier to find your business being discussed than online. I’m not referring to NSA-like surveillance of your customers. Rather, you should work to locate instances where your brand is being talked about in public places across the web: popular forums, community websites, industry … [Read more...] about Leveraging Brand Mentions For Marketing & Links
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The best way to define an internal link is that it is a link from one page on a website to another page on the same website. If I could impart just one piece of wisdom to the current crop of SEOs, it would be this: Add internal links to related content where it makes sense. I can imagine every reader just rolled their eyes or sighed because the last statement made too much sense, and, of course, you’re all already following best practices. Think for a second, though — you may be frequently producing new pieces of content in which you add internal links, but are you remembering to go back to your older pieces of content and link to your new and related content? One piece of content on a subject is good, ten pieces of content on the subject is great, and by the time you reach a hundred pieces of content on that subject, you’re likely viewed as the expert by most people and the search engines, as well. The problem is that if you don’t add links between these pieces … [Read more...] about The Most Important Thing SEOs Overlook: Internal Links
Link building is a difficult, time-consuming process that doesn’t produce results overnight. However, strategic link acquisition is necessary to achieve long-term improvements in organic search. It’s possible to grab “quick win” links here and there (and I’d encourage pursuing these opportunities), but you will need an ongoing campaign to achieve sustainable results. A campaign model ensures research, strategy development and ongoing review and analysis as a project progresses. Whether you’re planning to pursue links in 2017 or continue an existing link-building project, December is an ideal month to review your link campaign strategy and prepare for the new year. December is a slow month for link building, with many people checked out for the holidays — either mentally, physically or both. Rather than sending outreach messages that return out-of-office auto-replies, you can work on your campaign strategy for the coming year. My recommendation … [Read more...] about Link campaigns: Strategy development and review
Years ago, I founded a link building firm based on the simple concept of only pursuing real links on real websites with a relevant audience, using a customized approach. Eric Ward was my mentor, and frankly, I felt there were a dearth of agencies taking low-quality approach. I noticed a need in the market, and believed I could help meet market demand. This was pre-Penguin, so it wasn’t the popular strategy, but I strongly believed in creating value – for humans, the web, and my clients. I never wanted to waste my time chasing junk links. This was a difficult decision and route. I often worried about the fate of my business. Spam still worked, and it worked well. But at the end of the day, building links for humans won out. As with any successful business, I have been lucky in a few respects: I was able to hire truly wonderful people who share my ethos. My timing was serendipitous. Within a year, the first version of Penguin affirmed my business strategy. I was able to find … [Read more...] about 5 Lessons I’ve Learned Building Links for Enterprise Clients
I’ve spent the last three years of my life professionally obsessed with links. My agency’s primary specialization is link-building, but it’s often impossible to build links if the site itself isn’t well optimized, and furthermore less likely to have the desired impact. Link-building is the majority of what we do, but we have to do everything in between in order to really make the link-building shine. My day-to-day job is 100 percent content marketing, but I work for a link-building agency. I very much have a foot in both worlds, which I’d like to think gives me a unique perspective. Today, I want to share with you my perspective on link-building and why I think links will continue to matter for real businesses in 2015. The Evolution of Link-Building and My Definition Despite having the job title of “link builder” for longer than a year, explaining the term “link-building” is surprisingly hard. I’ve had to do it for friends, … [Read more...] about What Is Link-Building, and Why Does It Matter in 2015?