But if you do it properly, it can be worth your money. Also, press releases can be much more than just a block of text. In December 2018, we ran a press release through Business Wire that had multiple backlinks, stylized call outs, and even a video! If you put effort into them, press releases can be not just a source of backlinks, but also serve as a great marketing piece as well.
Under Armour came up with the hashtag “I Will What I Want” to encourage powerful athletic women to achieve their dreams despite any opposition they might face. The hashtag, first used by American Ballet Theatre ballerina soloist Misty Copeland, blew up on Facebook after supermodel Gisele Bündchen used it in one of her Facebook posts. Many other female athletes have also used the hashtag.
Description meta tags are important because Google might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet. The Webmaster Central Blog has informative posts on improving snippets with better description meta tags18 and better snippets for your users19. We also have a handy Help Center article on how to create good titles and snippets20.
Keeping up with the latest trends is a must for any business, but ignoring technology trends in the digital world is the matter of staying in business. Unfortunately, those trends (while easy enough to find mentioned online) are rarely explained well. There seems to be this mistaken idea that anyone who has an interest or need in the practice will just magically get the jargon. As we all know, that is one superpower that doesn’t exist in the real world.
Online networking, when executed correctly, allows you to build valuable relationships in online forums and groups that can help you advance your business. You could meet peers and fellow experts with whom you could collaborate or partner up with for a project, or you could provide value to your target audience by sharing your knowledge and winning over some customers as a result. No matter what, though, the goal with this type of marketing is purely relationship building and not selling outright.
Structured data21 is code that you can add to your sites' pages to describe your content to search engines, so they can better understand what's on your pages. Search engines can use this understanding to display your content in useful (and eye-catching!) ways in search results. That, in turn, can help you attract just the right kind of customers for your business.
Some backlinks are inherently more valuable than others. Followed backlinks from trustworthy, popular, high-authority sites are considered the most desirable backlinks to earn, while backlinks from low-authority, potentially spammy sites are typically at the other end of the spectrum. Whether or not a link is followed (i.e. whether a site owner specifically instructs search engines to pass, or not pass, link equity) is certainly relevant, but don't entirely discount the value of nofollow links. Even just being mentioned on high-quality websites can give your brand a boost.
Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness to this. This then disregards other marketing efforts, which establish brand value within the consumers mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016). This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. Things such as free offers that the consumer can obtain through giving the company contact information so that they can use retargeting communication strategies (Square2Marketing, 2012). Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).
Now that you know that backlinks are important, how do you acquire links to your site? Link building is still critical to the success of any SEO campaign when it comes to ranking organically. Backlinks today are much different than when they were built in 7-8 years back. Simply having thousands of backlinks or only have link from one website isn’t going to affect your rank position. There are also many ways to manage and understand your backlink profile. Majestic, Buzzstream, and Moz offer tools to help you manage and optimize your link profile. seoClarity offers an integration with Majestic, the largest link index database, that integrates link profile management into your entire SEO lifecycle.
What is a useful place in search results? Ideally, you need to be in the top three search results returned. More than 70% of searches are resolved in these three results, while 90% are resolved on the first page of results. So, if you’re not in the top three, you’re going to find you’re missing out on the majority of potential business—and if you’re not on the first page, you’re going to miss out on nearly all potential business.
Our backgrounds are as diverse as they come, bringing knowledge and expertise in business, finance, search marketing, analytics, PR, content creation, creative, and more. Our leadership team is comprised of successful entrepreneurs, business executives, athletes, military combat veterans, and marketing experts. The Executives, Directors, and Managers at IMI are all well-respected thought leaders in the space and are the driving force behind the company’s ongoing success and growth.
It’s hard to believe that the Internet is now multiple decades old. Affiliate marketing has been around since the earliest days of online marketing. It’s a great solution for businesses that are risk-averse or don’t have the budget to spend on upfront marketing costs. Use affiliate marketing to build a new revenue stream for your ecommerce or B2B business.
Just as some backlinks you earn are more valuable than others, links you create to other sites also differ in value. When linking out to an external site, the choices you make regarding the page from which you link (its page authority, content, search engine accessibility, and so on) the anchor text you use, whether you choose to follow or nofollow the link, and any other meta tags associated with the linking page can have a heavy impact on the value you confer.
There is another way to gain quality backlinks to your site, in addition to related site themes: anchor text. When a link incorporates a keyword into the text of the hyperlink, we call this quality anchor text. A link's anchor text may be one of the under-estimated resources a webmaster has. Instead of using words like "click here" which probably won't relate in any way to your website, using the words "Please visit our tips page for how to nurse an orphaned kitten" is a far better way to utilize a hyperlink. A good tool for helping you find your backlinks and what text is being used to link to your site is the Backlink Anchor Text Analysis Tool. If you find that your site is being linked to from another website, but the anchor text is not being utilized properly, you should request that the website change the anchor text to something incorporating relevant keywords. This will also help boost your quality backlinks score.
Try using Dribble to find designers with good portfolios. Contact them directly by upgrading your account to PRO status, for just $20 a year. Then simply use the search filter and type "infographics." After finding someone you like, click on "hire me" and send a message detailing your needs and requesting a price. Fiver is another place to find great designers willing to create inexpensive infographics.
If you’re not getting the clicks… you may need to invest more money per click. As you might expect, there are algorithms in play for SEM. Also, the more you pay, the more likely you are to be served with high-value (in terms of potential spending with your business) clicks. Or, you may just need to re-evaluate your keyphrase – maybe it’s not as popular as the figures, provided by Google Adwords, suggest?
A great number of public networks call themselves “private”. That’s not true. If the network is advertised, it cannot be private. We witnessed cases when Google destroyed such public networks and all the websites which had used them. They are easy to be revealed due to a huge number of outbound homepage links which are irrelevant to each other. Their posts are short, and they cannot really block SEO crawlers.
A key benefit of using online channels for marketing a business or product is the ability to measure the impact of any given channel, as well as how visitors acquired through different channels interact with a website or landing page experience. Of the visitors that convert into paying customers, further analysis can be done to determine which channels are most effective at acquiring valuable customers.
In my spare time I like to play soccer and read books. I am a witty, observant, intelligent outspoken introvert. I am currently in the process of becoming an entrepreneur and launching my own Body Care line called Sherrell’s Body. I found passion in helping others, and in the same breath realized that hair products and lotion is so expensive, I figured why not make lotion that is better quality at a cheaper price. And my support has been nothing but positive since then.
Social media has been one of the fastest growing digital marketing channels for years now and continues to play a major role in brand development and customer acquisition and engagement. Social media now is a critical element to effective content marketing and search engine optimization strategies. These marketing strategies simply can’t exist well without one another.
For instance, the Pew Internet & American Life Project has demographic data that suggests individuals between the ages of 18 and 33 are the most likely to use mobile Internet technology like smartphones and tablets, while the “Gen-X” demographic of individuals who are in their 30’s and 40’s are far more likely to seek out information through their laptop and desktop computers.(See also Targeted Marketing)
1. The big picture. Before you get started with individual tricks and tactics, take a step back and learn about the “big picture” of SEO. The goal of SEO is to optimize your site so that it ranks higher in searches relevant to your industry; there are many ways to do this, but almost everything boils down to improving your relevance and authority. Your relevance is a measure of how appropriate your content is for an incoming query (and can be tweaked with keyword selection and content creation), and your authority is a measure of how trustworthy Google views your site to be (which can be improved with inbound links, brand mentions, high-quality content, and solid UI metrics).
Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don't require an internal "search" functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content.
Email marketing is the practice of nurturing leads and driving sales through email communications with your customers. Like social media, the goal is to remind users that you’re here and your product is waiting. Unlike social media, however, you can be a lot more aggressive with your sales techniques, as people expect that email marketing will contain offers, product announcements and calls to action.
When writing this guide, we reached out to the marketer community to collect case studies and learnings about creative marketing strategies. Most of these examples are included throughout the guide, but some didn’t quite fit. So we included those loose ends here, from the perspective of four awesome marketers. What better way to wrap up this guide than with you, our community?
SEO is an effective tool for improving the volume and quality of traffic to your website. Visitors are more likely to click on free organic listings than on paid listings. Our SEO strategies apply only the best and most current practices that focus on the use of great content development, content marketing, social media. All of these strategies combined result in the most effective use of best practices that drive long term ROI.
Your customers, prospects, and partners are the lifeblood of of your business. You need to build your marketing strategy around them. Step 1 of marketing is understanding what your customers want, which can be challenging when you’re dealing with such a diverse audience. This chapter will walk you through (1) the process of building personal connections at scale and (2) crafting customer value propositions that funnel back to ROI for your company.
Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications. Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organisation.
Without a doubt, one of the most powerful and low-cost marketing tactics is social media marketing. The use of social media platforms, such as Facebook, LinkedIn, Twitter, Google+, Pinterest, Instagram, and the like, is absolutely helpful in bringing more awareness of your business. It aids you in reaching new customers, not only in your geographic location but also internationally. More so, social media is a great tool to promote everything about your venture. A strong online presence will surely increase your sales as well. So, sign up for any social media networks you think will be able to bolster your business today.
Search engines want websites to have a level playing field, and look for natural links built slowly over time. While it is fairly easy to manipulate links on a web page to try to achieve a higher ranking, it is a lot harder to influence a search engine with external backlinks from other websites. This is also a reason why backlinks factor in so highly into a search engine's algorithm. Lately, however, a search engine's criteria for quality inbound links has gotten even tougher, thanks to unscrupulous webmasters trying to achieve these inbound links by deceptive or sneaky techniques, such as with hidden links, or automatically generated pages whose sole purpose is to provide inbound links to websites. These pages are called link farms, and they are not only disregarded by search engines, but linking to a link farm could get your site banned entirely.
For instance, you might use Facebook’s Lookalike Audiences to get your message in front of an audience similar to your core demographic. Or, you could pay a social media influencer to share images of your products to her already well-established community. Paid social media can attract new customers to your brand or product, but you’ll want to conduct market research and A/B testing before investing too much in one social media channel.
You should fix all errors which can impair users’ expectations. By hurting user experience, you endanger the organic growth of your traffic because Google will surely limit it. Do this task thoroughly and don’t be in a hurry, otherwise, you might learn that your backlinks don’t work. Be responsible for each decision and action. Search Engine Optimization (SEO) works better when the technical optimization of your site meets the standards.
All sites have a home or "root" page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, you should think about how visitors will go from a general page (your root page) to a page containing more specific content. Do you have enough pages around a specific topic area that it would make sense to create a page describing these related pages (for example, root page -> related topic listing -> specific topic)? Do you have hundreds of different products that need to be classified under multiple category and subcategory pages?
Search engine optimization (SEO) is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site's user experience and performance in organic search results. You're likely already familiar with many of the topics in this guide, because they're essential ingredients for any web page, but you may not be making the most out of them.
Many years ago, low-quality SEO firms loved to abuse the comments sections of blogs, forums, and news sites as a way to build backlinks for clients. This approach is pretty ineffective these days, as most reputable sites that are worth having backlinks on have responded to such abuse by making all such links 'nofollow.' While sites like Quora and industry-specific forums are great for sharing your expertise and raising your visiblity, you're not going to get any SEO value from them.
Gaining Google's trust doesn't happen overnight. It takes time. Think about building up your relationship with anyone. The longer you know that person, the more likely that trust will solidify. So, the reasoning is, that if Google just met you, it's going to have a hard time trusting you. If you want Google to trust you, you have to get other people that Google already trusts, to vouch for you. This is also known as link-building.
Google recommends that all websites use https:// when possible. The hostname is where your website is hosted, commonly using the same domain name that you'd use for email. Google differentiates between the "www" and "non-www" version (for example, "www.example.com" or just "example.com"). When adding your website to Search Console, we recommend adding both http:// and https:// versions, as well as the "www" and "non-www" versions.
When asked about winning the 2015 Manager of the Year Award, Rodriguez stayed humble, stating that he was motivated by his family. He remarked, "In the four years I have worked with this business, I have never had the chance to win an award. I had an idea that I was going to win an award this year, but I had no idea I was going to win something this big. I brought my mom with me to the Bahamas this year, and got to take her out of the country for the first time. Having her see me win Manager of the Year and see what we have been doing was an amazing experience. Words can't explain that honor." As a manager, he definitely seeks to create a family-oriented culture at EmineoMarketing Solutions.
Social media is a mixed bag when it comes to backlinks. There is a modicum of value, as social media sites allow you to link to your website in your profile. However, these days Facebook, Twitter, and other social media sites mark links as 'nofollow,' meaning that they don't pass SEO value (sometimes referred to as "link juice") to the linked site. These links won't do anything to boost your site's performance in search results.
While most of the links to your site will be added gradually, as people discover your content through search or other ways and link to it, Google understands that you'd like to let others know about the hard work you've put into your content. Effectively promoting your new content will lead to faster discovery by those who are interested in the same subject. As with most points covered in this document, taking these recommendations to an extreme could actually harm the reputation of your site.
Search engine optimization (SEO) receives a lot of love from inexperienced marketers. It’s seen as “free marketing” in that you can handle your own SEO work (as long as you follow some rules to do so), and thus all it requires is your time to make things happen. SEO is simply what you do to your website and web pages to make them show up in “organic” (or unpaid) search results on search engines.
Backlinks take place across the Internet when one website mentions another website and links to it. Also, referred to as “incoming links,” backlinks make their connection through external websites. These links from outside domains point to pages on your own domain. Whenever backlinks occur, it is like receiving a vote for a webpage. The more votes you get from the authoritative sites creates a positive effect on a site’s ranking and search visibility.
For example, what are the quality and quantity of the links that have been created over time? Are they natural and organic links stemming from relevant and high quality content, or are they spammy links, unnatural links or coming from bad link neighborhoods? Are all the links coming from the same few websites over time or is there a healthy amount of global IP diversification in the links?
My favorite tool to spy on my competitors' backlinks is called Monitor Backlinks. It allows you to add your four most important competitors. From then on, you get a weekly report containing all the new links they have earned. Inside the tool, you get more insights about these links and can sort them by their value and other SEO metrics. A useful feature is that all the links my own website already has are highlighted in green, as in the screenshot below.
Working with the top clients across the nation, Emineo Marketing Solutions has goals of over 3 expansions nationally combined along with local opportunities for growth. Their clients are the top in the world and are pushing Rubicon to grow at a rapid pace. “This allows us the chance to continue to offer our top team members the opportunity to take on bigger positions based on their own performance.” Explains Aaron. Emineo Marketing Solutions is excited about the year ahead and exceeding the goals they and their clients have as they more than doubled year over year.
Our digital agency offers both traditional targeted online display advertising as well as behavioral retargeting. Through an intense discovery process, our team will determine the most optimal marketing mix for your online media plan. We will leverage ad network partnerships for planning the ideal media buys and negotiating the best possible pricing.
At IMI, we have the ability to incorporate Affiliate Marketing into any integrated digital marketing campaign in order to push product sales and drive revenue. We believe that this is just one piece of the digital puzzle however. Affiliate campaigns can incorporate many aspects of digital marketing including web design and development, display, paid search, conversion optimization, and SEO.