The article was created mainly as a way to put together information that the creator was giving people anyway. As a native of the area and a realtor, it just made sense for him to create something and give out the URL rather than continue to talk people through where to go. Matt (the creator) did this all on his own, over the course of a few months. There was no keyword research or intense marketing analysis done for the piece; again, it was just done because he knew it was useful information. Matt did realize the branding potential for a piece like this and was keen on having the company’s brand associated with outdoor living and community helpfulness. He did not expect that it would drive sales and send them tons of potential home buyers, but he did realize that down the line, someone who’d seen the piece and decided to buy a house in Boone might remember the site and contact them. (I love it when people don’t think of immediate rewards.) … [Read more...] about What Does It Really Look Like?
What does a dead rat smell like
Email, social networks—even in-store point of sales promotions can drive views, but advertising in particular can provide a lot of great opportunities to seed content. Old Spice went all out on this, running its first “The Man Your Man Could Smell Like” ad in the 2010 Super Bowl and following that up with on ongoing broadcast barrage, taking the campaign social later in 2010. Less expensive options abound, however, particularly online. YouTube alone offers a wide range of advertising opportunities: home page featured; click to play; in video; watchpage companion; profile channel icons; and audience targeting by interest, geographic location, content type, demographics, etc., not to mention the many cost effective opportunities to advertise online through search, display and other channels. … [Read more...] about How Old Spice Found The Sweet Smell Of Viral Video Success
Google has a near-monopoly on search. As such, they can do almost anything they feel will profit them. This means that they can alter SERPs, change guidelines, roll out penalties and filters, monetize whatever they like, and fail to provide adequate support to the public that makes up and interacts with the medium of their product. There is no guarantee any SEO can offer about rankings, traffic, or conversions. Things can change overnight. That’s just how it is.While Google’s monopoly enables them to be whimsical, brands and agencies do not have the same leeway if they wish to avoid negative outcomes. There are known practices which Google has confirmed as contrary to their vision of search (buying links, building listings for non-existent locations, etc.). Client and agency agree not to knowingly violate Google’s guidelines. These guidelines include: The Guidelines for Representing Your Business on GoogleGoogle’s Webmaster GuidelinesGoogle’s Content … [Read more...] about An Agency Workflow for Google My Business Dead Ends
The link is with a collection of unrelated links. The link is on the right or left sidebar or the footer (not in the main content). The link is in the comments. The link does not appear on the page (means it’s hidden). The page has a link anywhere to “submit a link” or “submit an article” or something similar. The page looks like gibberish, spam, or like it was created for the sole purpose of SEO (it might use keywords really heavily, it might list a site’s PR, or say it is SEO friendly). … [Read more...] about Five Steps To Clean Up Your Links Like A Techie
Each searcher was instructed to spend two minutes browsing around the website and reading the content. Our goal here was to have them resemble real users rather than a visitor who hits the site and immediately pogo-sticks out. We didn’t give specific instructions on where or what to look at, but just to act like a regular user. … [Read more...] about Test points to likely influence of click-through rate on search rankings