Content marketing has been around for years, but until recently Google was not making good on their word to rank content that deserves to rank. Instead, we could all easily find examples where sites were ranking off of low quality directories, link wheels, blog networks, and many other tactics. But since Penguin, Panda, and the myriad of other algorithm changes this year, SEOs have started to finally embrace content as a viable means, but we’re still running into old mindsets from clients, and honestly a lot of SEOs are not good at creating linkworthy content. Continue Reading…
America seems to be enamored with the idea of “overnight success”. We see people who become seemingly overnight sensations, often through discovery on Youtube, and are catapulted into the limelight. We see people on TV who become hyper-successful because they were on a reality show or something of the like. These people seem like “overnight successes”. I don’t think there’s any such thing, though.
Let’s look at a few of my favorite examples. Continue Reading…
One of the hardest parts of consulting, in my opinion, is figuring out which metrics matter to a business, and then reporting on those metrics to the client. Oftentimes, in my experience, businesses are not even sure which metrics to report on, so they report on as many as possible so as to not miss out on any important metrics.
Over time, I’ve better learned (though I’m admittedly still not incredible at it) to help my clients realize which metrics are important to their businesses, and more importantly often their bosses. Continue Reading…
I was just chatting with my good buddy Dave Minchala about a recent change I saw in Google Maps (tl;DR HotelFinder is now integrated into it for me). A big long tweet chain started that brought in the heavy hitters of Local Search. Dave said:
— David C. Minchala (@daveminchala) September 19, 2012
That got me thinking – why not build it and share it? And while I’m at it, why not do it for the blogs that I know and trust and always go to for more information?
So here are two custom search engines for you to do just that. Continue Reading…
Recently I read an article called Content Marketing – Johnson & Johnson style. This article does an amazing job of dissecting some companies that are engaging in non-branded content marketing that supports their core business (mostly through internal advertising), namely Johnson & Johnson, American Express, AOL, the USPS, and GE.
This article flies in the face of people who say “My industry/niche is boring; how can I create linkworthy content?” To this I often think:
Boring content is only created by boring people. No industry is boring – only people are boring.
To combat this, I use a practice that I like to call B2C Linkbuilding for B2B Verticals. Continue Reading…
Note from John: This is a guest post from my friend Mack Fogelson over at Mack Web Solutions, located in beautiful Colorado. I first met Mack at Linklove Boston in April 2012 and then had the pleasure to have more conversations with her at Mozcon. She’s a bright mind with a bright attitude and it’s a pleasure to have her guest posting!
We work in a pretty amazing industry. It is full of remarkably brilliant people, cutting edge knowledge, and never ending challenges. It’s also really competitive. You definitely have to do your fair share of the hustle in order to make a name for yourself as an SEO. This is where social media comes into play.
There are three reasons that you should care about building a social presence as an SEO:
- You know that social signals may be contributing to better rankings, so there’s no point in avoiding it any longer.
- There’s no way you can feel confident about recommending content and social media marketing to your clients if you don’t even use it yourself (ouch).
- And most importantly, social media allows you to connect with other humans. It’s a great way to meet people, maintain friendships, and foster business relationships.
Like anything in SEO, building and maintaining a social presence is hard work. And also like SEO, it can be incredibly rewarding. Continue Reading…
There has been a lot of buzz around agile marketing/the agile methodology in the SEO/online marketing space in the past month or so.
I blame Jonathan Colman. First he did an interview here on this site, then he spoke at Mozcon, then he did a Whiteboard Friday, and all along the way for the past couple of years he has done presentations that have shaken things up.
He’s gotten SEOs started talking and thinking about agile marketing and project management. As SEOs/marketers, we’re not able to make developers get things done faster, but we are able to optimize how quickly we get things done for our clients (and then the work is onto them), unless we are doing the work directly on their sites for them in which case we are able to affect that timing.
So where and how do agile practices intersect with marketing? What if you’re a consultant – how do you do it? I’ve worked with a good number of clients up to this point, so I’d like to share with you my methodology for it. Now remember, I’m not one of those consultants who talks to their client, then goes away and prepares a 100 page document and presents it to them, then follows up with a phone call to discuss it. Continue Reading…
Reddit can be a marketer’s dream, or their worst nightmare – depending solely on their company’s intent and approach. But most businesses cannot resist the urge to post on the popular social media platform, which is currently receiving 20mm unique visitors per month. Fortunately for those debating whether or not to leverage Reddit for their advantage, here is your source! Lets dive right into it – Continue Reading…
I’ve seen an alarming trend recently in startup websites. Most want to follow this model:
It’s not uncommon to see this sort of page on a startup’s website:
It’s super simple, just a few points, and a form (and this even asks for your phone number. Talk about asking for too much on the first date). And the reality is that it’s not going to rank for anything substantial because there is simply nothing useful on the page for the search engines to index and rank.
Today let’s talk about the difference between squeeze pages (directed towards conversion) and ranking pages (that can also convert, but will do so at a lower conversion rate). Continue Reading…