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A Conversation on the Future of Digital Advertising
Wednesday, June 04, 2014
Today we are live blogging a couple of webinars around the future of digital advertising courtesy of DoubleClick.  The live stream is Google's annual conversation on trends in digital advertising. Speakers include Jeffrey Katzenberg (Chief Executive Officer of DreamWorks Animation), Nikesh Arora (Senior Vice President and Chief Business Officer at Google), and Neal Mohan (Vice President of Display and Video Advertising Products at Google).  The event was broadcast live from Arizona.

Digital Redefined
Neal Mohan, Vice President of Display and Video Advertising Products, Google

Neal is responsible for Google's display and video advertising offerings across desktop, tablet and mobile devices. His efforts focus on growing the overall digital media industry by building innovative media and technology solutions for Google's partners around the world.

Some of the key points that Neil mentioned:

  • he touched on how technology has evolved over the past decade and a half from phones to "smart calculator watches"
  • in the US advertisers have spent more online than offline for the first time ever in the past year
  • mobile is taking over growing at 3X the rate of fixed IP traffic - the notion of going online is going away.  We are always turned on.

  • we have more computing on our bodies that large computers had in the past
  • video is the performed form of content consumption - video has entered the fourth dimension
  • there are more 18-34 years olds on YouTube which is more than on cable TV
  • digital is a must-have channel for brand advertising
  • 500 years of video are added over the course of the month
  • consumers are moving all of their attention online
  • Google announced the release of "Partner Select"
  • also announced some updates to the DoubleClick program to reservation type environments to be more "progromattic"
  • digital is easy to measure; but does not work for brand advertisers.  A measurement revolution is required.  Real-time information is needed.  "Did a real person actually see my ad?"  "Did the right person see my ad?"
  • Google has been running numerous brand lift studies - there is a strong correlation between brand mention and brand lift.
  • the online ecosystem is much more beautiful


The Future of Advertising
Nikesh Arora, Senior Vice President and Chief Business Officer, Google

Nikesh oversees revenue and customer operations for Google, as well as marketing and partnerships. He developed Google's operations in the European, Middle Eastern and African markets and created partnerships in those regions for the benefit of Google's growing number of users and advertisers.

Some of the key points from Nikesh included:
  • wanted to discuss where are we going to be in the future.  Technology has changed dramatically but where do we go from here?
  • technology has been created in silos.  He touched on the idea of harnessing all of the computer connectivity and using this data collectively
  • what is going to go away?  Which devices will be able to talk with each other?
  • a lot of data will continue to be created.  There is a need for constant connectivity.
  • it's all about instant gratification - consumers want to be and are in control
  • there is a supply and demand problem with ad inventory - there is a lot of data about the consumer.  
  • creating a full internet driven experience from an advertising perspective.  It hasn't been built yet.
  • we should be looking towards a platform that can target the right audience at the right time with the right message.  Publishers need to be part of the system so that the user can have a "beautiful experience"
  • it will be easy to buy impressions but who will ensure that this is the right message to the right audience at the right time.
Fireside Chat with Jeffrey Katzenberg
Jeffrey Katzenberg, Chief Executive Officer and Co-Founder and Director, DreamWorks Animation

Nikesh Arora, Senior Vice President and Chief Business Officer, Google

Jeffrey co-founded DreamWorks SKG alongside Steven Spielberg and David Geffen. Under Jeffrey's leadership, DreamWorks Animation has become the largest animation studio in the world and has released 28 animated feature films. Prior to co-founding DreamWorks, Jeffrey served as Chairman of The Walt Disney Studios.

Mr. Katzenberg added some great insight as well:

  • he spoke about how he got to where he is now by having great mentors
  • he spoke about how in the mid-90's (1994) Disney had the top movie (Lion King), top soundtrack, top book, top TV show etc... and then Jefferey got fired.  A following partnership formed the foundation of Dream Works as a result.  Collaboration was the key.
  • there are 500 million active files on an animated movie at one time --> 1 million digital files per second
  • he spoke about how animation changed from 2-D animation to the CGI animation that we all get to experience today
  • turning legacy enterprise into new opportunity is one of the hardest things in the world to go through
  • spoke of how YouTube has become one of the most powerful platforms on the planet
  • he discussed YouTube Nation which was launched by Disney to sort through the infinite amount of video content to find "viral tidbits".  60-90 minutes of curated content per day which acts as a "lighthouse" to all things that are great on YouTube.  The channel has over 25 million views and was only recently launched a few months back.
  • traditional linear channel will not go away but people engage with them differently based on their generation
  • there is an ability to consume content when you want and where you want it
  • short form content is an opportunity and a growing place where the audience will continue to grow.  This is easily consumed via mobile or tablet.
  • mobile is where the audience is today and where it will continue to be
  • branded content with integrated advertising provides a huge opportunity
  • Buzzfeed, Upworthy, and Awesomeness TV are doing it right.  This is where the future is.
  • Advertisers have to be exceptional if they continue to do traditional linear advertising (used the SuperBowl as an example)
  • the audience engages with short form, mobile content differently.  Storytelling because a key factor to tap into consumer engagement
Some interesting thoughts on the future of digital and content.  Here some additional stats that were part of the presentation.





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posted by Jody @ 9:06 AM   0 comments
55 Ways to Enhance Your Content In 2014
Friday, February 28, 2014
This post will also be a featured post on the Mediative blog. Which is a company blog that I also write for

55 Ways to Enhance Your Content In 2014

If you have been conducting any type of digital marketing over the past few years, the one item that you should have become very intimate with is your content and more importantly the need to produce high quality content. The fact of the matter is, is that content is the lifeblood of your website. It is the message from your content that help educate users about your brand, your products and services and most importantly how you can solve their problems. Content marketing is not something that is new to marketers; I mean advertisers have been doing this for years. What is new is the digital piece and how the ability of people to consume content has changed. In the digital age we have access to copious amounts of data and content like never before.
The good folks over at b2bmarketinginsider.com produced a great list of some content stats that you might find interesting. Here is but a sample:
  • 27,000,000 pieces of content are shared each day. - AOL / Nielsen
  • 60% of the buyer journey is complete before prospects reach out to vendors. - The Corporate Executive Board (CEB)
  • Emotional marketing messages are twice as effective as promotional ones
  • 78% of CMOs think content is the future of marketing. - Demand Metric
  • The average attention span has dropped from 12 seconds in 2000 to 8 seconds. - Statistic Brain
  • The number of web searches on the term “Content Marketing” is up 400% since January 2011. - Google Trends
  • Another study found the three biggest challenges for content marketing to be limited budgets (27%), limited staff (25%), and generating new content (21%). - iMedia Connection
So content marketing is not going away in fact it is growing. Looking at what some of the main challenges are for content marketers I thought that a post about different ways to enhance the content on your Web properties might be of value. Another of these options can be used regardless of the type of web site that you deploy. Other options are more specific for a certain type of site like an ecommerce site or sites within specific industries. Nevertheless, these options can help you enhance your content so that it is more engaging to your desired audience. Why 55? I happen to like the number 55 and I bet the number caught your attention than say 50 or 10.
55 Ways to Enhance Your Web Content In 2014
These options are in random order and are not sorted by priority.
1. Start a blog – in 2014 if you do not have a blog, you are missing a great opportunity to quickly populate content on your site. The difficulty in producing a blog is in the resources required to maintain and contribute to it. However blogs can be well received by your audience and can be a great mechanism for building quality links to your site.
2. Update your existing content with additional content – perhaps you have some older pages that have not been updated in a while. Consider adding some fresh content to revive some of your stale content.
3. Add new images – consider updating the images on your pages. Be smarter with the images that you use as part of your content.
4. Incorporate video – posts with video tend to get as much as three times as more inbound links than content with video.
5. Share some stats – people love statistics; if you can add some statistical insight about your industry, brand or products, users will consume this content and will be more inclined to share it.
6. Produce FAQ content – provide answers to frequently asked questions about your brand, your product/service offering or about your industry. This content is highly informative and is often shared by users. Keep in mind that your FAQ strategy could consist of a multi-page build out where you have specific landing pages for each question that this asked.
7. Tell your brand story – build trust by communicating the story of your brand. Also known as “brand storytelling” you can build loyalty by developing the story of your own brand.
8. Share your customer’s stories – share both the good and the bad. An amped up testimonial can go a long way in building credibility and trust.
9. Debunk industry news – share your opinion on current news from within your industry.
10. Update your product descriptions – forget about those vendor or supplier generated product descriptions, there is way more value in writing your own unique product descriptions. This option can add freshness and uniqueness to your online content.
11. Create How To Videos – video content can be very engaging; how to videos even more so.
12. Create Video Tutorials – similar to above but in more of a series.
13. Create Video News Releases – do you see where I’m going with this? Video content is highly consumable.
14. Interview industry gurus – interview well known resources from your industry to get their thoughts on industry topics or breaking news from your field.
15. Create an infographic – based on some share worthy data
16. Re-write a previous article – revisit some of the “legacy” articles on your site and update them with current data.
17. Produce a news release on a new or updated product offering – share company news around a new product launch or upcoming product design.
18. Make some predictions – specific to product/service usage or around upcoming industry events
19. Discuss some of the latest industry trends – share your thoughts / opinions on industry events.
20. Blog Post: Pre Event – prior leading up to a company or industry event preface the event and describe what will be taking place.
21. Blog Post: During Event – post your experience at the event, support with social media and video.
22. Blog Post: Post Event – a summary of the conference or of a charitable event.
23. Enhance Category Content – let say that your site is an eComm that sells outdoors clothing. You could enhance your content for various category level pages by adding commentary on the latest fashion trends specific to these categories.
24. Add product details – add more in-depth information on the product details. This is especially great for ensuring that your content that may have been scraped by other sites is unique and fresh.
25. Create a Top Ten List – top ten reasons why… - users love this type of content especially if it helps them find the answers to what they were looking for. Top Ten reasons why you should develop a content marketing strategy.
26. User Generated Content – and I mean true user generated content where a client or customers shares their story of using your product/service or shares their experience with your brand.
27. Comparison Content – comparison charts or tables are very useful. Whether you sell insurance or sell automobiles, presenting comparison data is often what the user is looking for to help make their purchase decision. Many site owners worry about comparing competitor information; well you do not even have to do that you can compare your own product offerings. Keeping in mind that it can be challenging when crafting words to make your brand or product seem more superior to other products on the market.
28. Start a forum – to let users to communicate with one another in an environment that you can somewhat control. Br prepared to share the good and the bad.
29. Produce educational content – on how to use your product or service or on how to get the most benefit out of engaging with your brand.
30. Add Geo Specific Content – have more than one location? Consider building out content for each location. Not only will this help with local search optimization efforts but you can bolster the authority for the given topics that you are trying to gain visibility for.
31. Create a checklist – this type of content is easy to produce and can be very engaging. Checklists can be of great value to your site visitors. Let’s say for example that you have a travel site. There are a number of checklists that you could produce including:
· Things to do on the way to the airport
· 10 Items to pack when planning for a vacation to <insert GEO here>
32. Feature an “Ask the Expert” section on your site – think of this as a more detailed version of your FAQ content. One of the frequently asked questions can become a topical page unto itself. Your resident expert can provide a detailed reply to a common issue or question that your audience may have.
 
33. Produce some Research – share whitepapers on research that you have completed. This type of content can be great for lead gen and generate a lot of repeat traffic to your site. Mediative has used this approach to add some great research content to our site. While the majority of this content will be in PDF format, you will want to create an HTML landing page to convey some of the key findings.
34. Feature an image gallery – a picture is worth a thousand words? Well not always but having an image gallery makes a lot of sense if you sell a product that users need to study visually before purchasing (think of an automobile, camera, cell phone, article of clothing etc). Add your images to an image sitemap and submit to Google to help you get better visibility in Google’s image search by allowing the Engines to more readily access your image content.
35. Conduct a monthly Webcast – you could use Google+ and create regular Hangouts here you can conduct a conversation with your audience. You could discuss new product features or discuss upcoming events. You could even use this to reply to FAQs. Once your Hangout On Air is over, it’s easy to keep the conversation going. The recording will be publicly available on Google+ and on your YouTube channel, ready to be shared.
36. Take some of your offline marketing material and turn it into online content – if your offline messaging is different than what you are doing online, you might want to transfer this into some gold old HTML.
37. Produce an online newsletter – sure you use them for email campaigns but what about utilizing this content on your actual website.
38. Showcase your latest efforts or company awards – just do not be too obnoxious with this. Sharing your accolades can help build trust with site visitors especially if they are first time visitors to your site.
39. Charitable / Environmental Content – have a page (or series of pages) about all of the charitable events that your organization supports. Discuss how your digital footprint is better for the environment and how your organization is working on eco-friendly initiatives.
40. Enhance your About Us section – this is a great opportunity to promote your brand and to describe the history of your organization. Do not waste his opportunity.
41. Enhance your “team” content – most organizations have a page or pages that feature their executive or management team. Why not be creative with this and have each team member submit their top 5 favorite websites, their top 10 songs or top 5 books? This can be highly engaging content. Prior to becoming a part of Mediative, we used to share everyone’s Top 10 Songs lists while we were still Enquiro. Clients thought that this was great and always commented on this. Not only could they put a face to their agency but they learned a little about the people they were working with.
42. Produce a list of top content pieces – whether it is a list of your top 10 blog post for 2014 or your top 10 articles on <insert topic here>, people will have an opportunity to re-engage with this content. The net impact could be additional social engagement (shares, Likes, retweets) or more feed subscribers or more repeat visitors.
43. Interview a Colleague – people identify with people. So why not share some insight into people at your organization. The one issue here is that should these people leave your organization then this content may have to come down.
44. Leverage your YouTube Channel – many organizations throw all of their video content over on their YouTube channel. Well that is great for your YouTube traffic it may not translate into traffic to your actual web property. Why not feature some of your video content on your own website? Add it to a key landing page or maybe to an older article. Video can help re-engage your audience.
45. Create a Knowledge Center – where you can add articles, white papers, checklists and any other resources that your users find to be of value. This type of content can provide fresh and timely content for your audience and can be a great way to enhance topical themes on your website.

46. Enhance your search results pages – while most of the time search results provide a dynamic page or URL, there are CMS systems that can produce a “static” appearing URL for search results pages. This is a prime opportunity to enhance the content on these search results pages. So rather than just showing the current inventory based on that search query, why not add some copy to the top of the search results page to reassure the user that you have what they are looking for. Let’s say that you sell automobiles or parts. Your site is most likely structured with a category-sub-category structure. When a user searchers for “john deere tractor parts”, the search results page could be populated with some commentary stating that your site “… features a great selection of John Deere tractor parts from axles and headlights to tires and hitches…” Something that can be a little generic but gives the user an idea that you have inventory of the item(s) that they are looking for. All of a sudden instead of a plain old listings page you know have some copy that helps build trust and engagement with the visitor.

47. In-Depth Articles – in addition to your regular articles, why not deploy articles that are longer than your typical articles that present a greater level of information for your audience? Google has begun to show in-depth articles within their search results. While based on algorithmic search there are measures that you can take to help your articles appear in the in-depth article results. For example be sure to leverage schema article markup and authorship markup. Use proper pagination and use organization markup to specify your logo. More information can be found here.

48. Add User Guides – people love how to information. So no matter what your product or service is there is always an opportunity to instruct people on how to use your product or service.

49. Revisit historical data – compare the past to the present. This can be great to remind users of some of the great improvements that your brand has seen over the years.

50. Create Seasonal Articles – each and every month there are numerous “awareness” campaigns. For example in March it is National Nutrition Month and Sleep Awareness Month. If you are in a related industry you could feature a post each year to discuss some of the latest stats or initiatives that are going on specific to that type of awareness. Here is a list of some health related awareness topics by month.

51. Create a customer of the month page – almost a bit like a “glorified” testimonial consider sharing positive stories about your “customer of the month”.

52. Debate a recent industry article – have a different opinion on some latest industry development? Why not share your thoughts via a blog post or article?

53. Build out your Features/Benefits Content – provide additional feature and benefit information for your users.

54. Reproduce portions of PDF Content in HTML – if your site features a lot of PDF material you may want to consider repurposing this content and placing it into static HTML pages for your users. This will also help with the search engines in the crawl, indexing and ranking of this content.

55. Produce an industry State of the Union post/article – discuss the current state of the industry and what or how your brand is looking to remain competitive and an industry leader. Of course you do not want to share any “trade secrets” but you can communicate your brand’s position with regards to latest developments in the industry and how your organization is dealing with industry events.

So now you have 55 content ideas that you can incorporate your content strategy. What’s next? Well you have to revisit your content strategy of course. What makes sense for you and what doesn’t. In addition it never hurts to reference things to keep in mind when writing content for the Web. We are in an information-driven world and as a result it is not about whether you need to “do” content marketing it is more of a “what’s next with content marketing” and how do we provide the right content to our audience?

 Your content strategy means that you need to understand your audience; you need to be the go-to resource for your audience and your need to provide some element of uniqueness to your audience. Providing fresh new content that provides value to your audience will help you build those relationships and help you position your brand as a leader in the digital space.


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posted by Jody @ 8:41 AM   0 comments
Google Hummingbird Algorithm Update: A Move to Conversational Search
Tuesday, November 12, 2013
A hummingbird is a very amazing creature. Did you know that hummingbirds are the smallest of the bird family yet they are amazingly fast and quick? In some cases their wings can reach 100 beats per second. That’s pretty quick for such a little bird. So when Google decides to make a major algorithm change, what do they use for a code name? Hummingbird of course… The name was most likely associated with the fact that Google is looking to help users find their information quicker when they perform a search on Google. What’s all the fuss about hummingbirds?
Well in August 2013, Google launched their largest algorithm update in years with their Google Hummingbird algorithm update.
What is Google Hummingbird?
Google Hummingbird, officially announced on September 26th, 2013, is basically a rewriting of Google’s Algorithm and focuses on Google’s interpretation of the answer that a user is looking for when they perform a query. The predecessor to Hummingbird was Google Caffeine in 2009/2010 which was more of an attempt to better crawl and index content.
With the Hummingbird algorithm update, Google is more focused on “ranking” sites better for relevance. Hummingbird is more about Google’s interpretation of the answer that a user is looking for when they perform a query. This interpretation is based on the information Google has around that query, personalized search activity, and search history.
Think of Hummingbird as Google moving away from trying to interpret “typed searches” to better understanding searches that are more colloquial or conversational in nature.Google states that Hummingbird is about better understanding concepts vs. words and the relationships of those concepts.
Hummingbird is about Google trying to produce a more intelligent search engine.
According to Google, each word in a query will receive attention with Hummingbird. This falls in line with data presented in recent years suggesting that the largest increase in search queries is for more complex, 8 or more word queries. (Read: People are becoming more savvy searchers or have a lot of questions). So it stands to reason that with increasingly complicated searches, Google’s results should be more relevant to the user’s query right? A smarter search engine is required.
Google is stating that the Hummingbird algorithm is much more intelligent than previous algorithms. It is able to answer questions, filter the answers and even present comparison data with but a glance. The algorithm is meant to provide the searcher with highly relevant results quicker than before.
In fact, Google is suggesting that you may not even have to leave their SERP because you will be able to find the answer that you are looking for via Knowledge Graph, carousel results or via the web pages that are served up. The data will be right there for the taking… or consuming in this case. This algorithm is more focused on semantics as opposed to the traditional robot-like “typed” queries that people search for. Google is using information from their database to anticipate the answer to your query. Part of the purpose for Hummingbird is to improve results for more complicated or conversational searches. There is a dramatic push for their Knowledge Graph results. Ultimately what Google is saying is that they want to provide the most relevant results as quickly as possible.
Google’s Hummingbird update is very different than the recent Panda and Penguin updates. Those algorithm updates were based on the existing algorithms and focused on things like low quality content, over-optimization and link spam. The Hummingbird update is a larger more powerful update that dramatically alters how Google returns the results that they do from their index.
According to Google, the Hummingbird update affected 90% of searches worldwide.
Two Main Changes with Google Hummingbird
  1. Move to semantic/conversational search results – instead of traditional keyword searches, Hummingbird uses conversational searches to deliver search results that are more on point with what users are looking for.
  2. More Focus on Complex Queries / Mobile search – with more and more people using mobile phones and mobile search, Google is attempting to better understand and anticipate the answers to what people are seeking on their mobile devices. According to Google’s SVP of Search Amit Singhal, “Google will keep reinventing itself to give you all you need for a simple and intuitive experience. At some point, pulling out a smartphone to do a search will feel as archaic as a dial-up modem.” Android anyone?
What Does this Mean for my Keyword Strategy?
You are probably wondering what this means for the keywords that you are focusing on? Well the days of optimizing a given web page for a given key phrase and having that page rank as a result are long gone. Of course keywords will always be a key component of the activity of searching. In fact I referred to the shift towards semantic search as part of keyword research in my piece on the future of keyword research in organic search earlier this year.
Areas that you need to consider as a result of Hummingbird:
  • The need for keyword analysis and keyword research has never been more important.
  • Pay attention to what your audience is searching for.
  • Avoid using marketing jargon in your messaging. The messaging on your site needs to be clear, concise and relevant to your audience.
  • Do not keyword stuff content but be aware of the semantic relationships of topics and phrases that you are optimizing for.
As an example, if your site sells “digital cameras” you are not solely going to “optimize” for just digital cameras. Your audience may be looking for information on: various brands, manufacturers, parts of the camera, accessories, photography, battery packs, memory cards, imagery, etc.
Google Hummingbird Algorithm
Be tuned into your target audience and what they are truly searching for.
You should be learning more about semantic search and about understanding the relationships, concepts and questions that your audience is seeking answers to. Understand the shift from “typed” keyword queries to more complicated semantic, conversational search.
At the end of the day, Hummingbird is focused (in part) on Natural Language Processing. Therefore the need to pay attention to hyper long-tail keyword queries or questions becomes tremendously important. Some have even gone so far to refer to this as evaluating the long-tail of the long-tail.
Google’s Amit Singhal was quoted as stating, “With more complex queries, the algorithm can better understand concepts vs. words as well as relationships between concepts.” It is no longer just about the keyword, it is more about the relationship of keywords and about the concept or question that a user may seek information about.
What is the Impact on My Content Strategy?
If you have not yet figured it out, content is the key to your success, especially from an organic search perspective. Hummingbird will have an impact on how you produce, optimize and promote your content.
Here are five areas to revisit as you establish your content strategies.
  1. Enhance existing content – revisit your existing content. Do you feel that it is of high quality? Does it satisfy the needs of someone looking for information about your brand or your solution offering? Is the content unique? Is the content engaging? Expand your existing content as required to help you address questions that your audience may have.
  2. Improve the level of detail in your product/solution descriptions, articles or blog posts – build themes and interlink relevant content where you have optimized for similar terms and topics. Be concise yet have enough detail that will allow the searcher to obtain the answer to their query.
  3. FAQs are important – providing detailed answers to frequently asked questions goes a long way. Work on being an authority. Provide the answers to the questions that your audience is looking for. Do not spam your FAQs with regurgatated content. Produce unique, fresh and informative content.
  4. Leverage Rich markup with your content – incorporate schema.org markup, authorship markup and rich markup in your content. Semantic markup is what Google and other search engines are moving towards. The use of schema or microdata can help the search engines better understand what is being discussed on your pages. Not familiar with schema? Why not get started now?
  5. Optimize for Mobile – again part of the Hummingbird update is Google trying to get better at parsing voice commands and questions from mobile devices. Optimizing your site for mobile search is critical to address this. Responsive design anyone?
Google Hummingbird is forming the foundation of the next wave of semantic search… the impact of which may take months or even years for the full effect to take place.
Additional Reads

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posted by Jody @ 7:39 PM   0 comments
Making Flow Happen: Dashboards that Persuade, Inform, and Engage
Tuesday, October 29, 2013

Do your dashboards tell the story you want to get across or does your data get lost in a sea of pixels? Tableau strives to keep users in the flow with software centered on principles of design, cognition, and perception. The same principles apply to great dashboards.

I attended a webinar from Tableau on

Making Flow Happen: Dashboards that Persuade, Inform, and Engage

The speaker was Jeff Pettiross
User Experience Designer, Tableau Software

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posted by Jody @ 9:38 AM   0 comments
Link Building in 2013-2014
Wednesday, May 22, 2013
Link building is lame. It has always been a way to manipulate your visibility on the Web.  The fact that Google's Webspam team, lead by Matt Cutts, is trying to do something about link spam says a lot.  The fact that Google has struggled with this says even more.  So what does that mean for link building in 2013 and as we move into 2014?

Link Building in 2013-2014:  Stop the Link Spam

My thoughts on link building moving forward:


·        Traditional link building will no longer be effective. (Quite honestly it has not been effective for quite some time).
·        Google will continue to take a harder stance on link building techniques such as:
o   sidebar ad’s
o   over-optimized footer links
o   directory links
o   low quality guest blogs
·        Producing fresh, unique content and promoting this content (i.e. by offering social bookmarking options and leveraging social media) will help build links naturally
·        Traditional PR (public relations) techniques will help build quality links in a natural manner
·        Building relationships with quality sources – will help with “link acquisition”  (i.e through quality guest blogging as an example)
·        It is not about the number of links that point to your pages, but about the quality of those links
·        Cleaning up link inventories is a must.  Removing low quality sources using Google’s disavow tool can help create cleaner link profiles.
·        Local citations will continue to be important

Links will have to be earned, not  built”.

Google, like Bing has in the past, may even diminish the value of link popularity as part of their ranking algorithms.  Lord knows it's time.


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posted by Jody @ 10:45 AM   0 comments
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