Articles in The 'link building' Tag

August 16 2013

Creating Multimedia Content that Drives Links

by Lauren Owens

Multimedia content, such as infographics and videos, is user-friendly and highly sharable. And, because multimedia content is not text-centric, it can easily be “repurposed” for use in your offsite content and across your social media channels.

But, if created haphazardly, this type of content can harm your brand by appearing sloppy and unfinished. Instead of rushing to compete, or publishing content that doesn’t put your “best foot forward,” take a step back and focus on creating quality multimedia content that gets noticed.

Creating Quality Video Content

Thanks to the availability of inexpensive video cameras and video editing software, you don’t have to spend a lot of money to create great videos. But you do have to be mindful of a few “make-it-or-break-it” concepts. These include:

  • Sound Quality – Users never want to watch a video where they hear white noise, or where the audio sounds muffled or distant.
  • Visual Content – If possible, provide content from a variety of shots, images and/or camera angles. This will help your videos to be visually interesting.
  • Branding – It’s a great idea to “brand” your videos by including a graphical introduction that runs in the first 1-2 seconds of each video. (Make sure that the introduction does not run for more than 1-2 seconds. Anything longer may cause the user to lose interest.)

Once created, video content can be used on social media channels such as Facebook, Google+ and YouTube, and on your website. Just make sure to write unique, keyword optimized introductions to help your videos get noticed.

Creating Quality Infographics

When done correctly, Infographics are highly-sharable “link bait” that can help create groundswell around your products and ideas. The best Infographics have a few things in common:

  • They are visually appealing.
  • They have a single, specific purpose.
  • They use pictures to tell a story or illustrate a point.
  • They are easy to understand and follow.

Infographic content can live on your website (usually as part of a larger blog post), as well as be repurposed on your Facebook, Google+ and Pinterest pages. As with video content, be sure to use unique, keyword optimized description content and tags, so that your infographics can be found, wherever they are.

The Best Ideas Win

As with any content, the multimedia content you create should be useful to your audience. In other words, it should do more than sell.

Steer clear of creating promotional content and focus on providing solutions and illustrating points. If you can do this in a way that entertains, all the better.

June 14 2013

SEO Marketing “Strategies” to Avoid

by Michael Bergbauer

As SEO awareness has grown over the years, more companies from all walks of industry have striven to address it in some capacity in their marketing programs. Unfortunately, they sometimes turn to strategies that are outdated and/or do more harm than good. These are some common “strategies” we’ve seen from clients and around the web that your company should avoid:

Content spinning — “Content is king” has been a rallying cry in the SEO world for years, but the phrase should be revised to “original content is king.” Content or article spinning involves taking an article about a topic related to your business, creating multiple, slightly different versions of that article, then distributing them across the web. This was a popular technique for fledgling SEO programs years ago. But as data shows, such shady strategies aren’t effective for very long. Google and other search engines have consistently gotten better and better and recognizing and penalizing spun content. It may take more time and effort, but the payoff is much better when you write original content that is posted to relevant websites. This is important to remember when starting a link building program.

Commenting on blogs — Everyday, millions of bots spam the comment section of blogs across the web. Most blog platforms enable “no follow” links in the comment section by default. So, not only are such spam posts quickly deleted/filtered by site moderators, but they’re not even effective while visible. It’s possible for blog commenting to be an effective form of marketing, but the process is beyond the scope of any spam bot. Write a thoughtful, in-depth response to a blog that includes a relevant link to your site. By doing so, you establish credibility and interest for other readers, who are then more likely to click on your link.

Outsourcing your SEO to the wrong talent — SEO is a complex field with lots of variables that contribute to success. If you decide to outsource your SEO, make sure to vet your vendor carefully. Talk about the goals you have for your website, ask about the kind of campaign you could run to achieve those goals, and of course, check the vendor’s previous experience and clientele.

May 9 2013

Content Marketing & SEO

by Michael Bergbauer

Across the Internet marketing landscape, you’ve probably seen other blog posts with titles along the lines of “Content Marketing vs. SEO.” At some point (perhaps after some algorithm updates), people made SEO into some bugaboo — when it’s actually a potent ally to content marketers everywhere.

Thinking of SEO as a bad thing is a common misconception, likely brought on by high-profile examples of black-hat SEO. As with any industry, there are ethical and unethical ways to conduct business. While SEO has its fair share of shady characters, it’s far from an inherently underhanded business.

Following that portrayal of SEO, marketers sing the praises of content marketing — us included. Well-written content is an excellent basis for building links to your website and establishing your company as a thought leader in your respective industry. However, if no one can find your great content, it’s not really doing you any good. That’s where SEO comes in.

The purpose of SEO is to take your content and present it within a framework that makes it accessible to search engines and users alike. By using white-hat SEO services, it’s possible to get great, long term success from your content marketing efforts. To be successful in Internet marketing, you can’t have one without the other.

Of course, we can not forget to mention that SEO goes beyond content marketing to address important technical issues, such as Google+ authorship or tag markup, metadata optimization, implementation, XML sitemaps, and much more.

While content marketing is heralded as the end-all-be-all of Internet marketing, the reality is that it’s only a part of the equation. To be the most effective, content marketing needs SEO to be polished, popular, and profitable. That’s an important concept to remember when designing your future marketing campaigns.

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