Maximising the Potential of Your Guest Posting Campaign
Guest posting is a common marketing tool used by businesses to gain more exposure. It involves writing an article with a hyperlink to your business at the bottom, finding a relevant website to post it on and requesting to do so by the website owner. It can be a really effective way of promoting your brand and gaining as much exposure as possible. In order to maximise the potential of your guest posting campaign, you should try and incorporate search engine optimisation as much as possible.
The most important aspect of guest posting is to ensure that what you write is high quality and engaging for the reader, otherwise your campaign will be pointless. The aim of guest posting is to encourage traffic to your website, so you really need to give the reader a reason to want to click on your hyperlink. High quality content is the way to do this as it will encourage the reader to sit up and take notice. Take time to write your content, rather than just throwing it together. If you don’t have the expertise for this, a specialist external agency may be able to help. You should aim to use a target keyword in at least the title and the first paragraph of your article.
The content of your guest post should be relevant to the website you are posting on, so make sure you bear this in mind before you write it. The readers will already have some sort of interest in this subject if they are on the website, which is why you should write content which is relevant to them. Visitors are much more likely to click on your link if they believe your website will offer information that they really want to know about.
There is no point in using a website for your guest post which rarely has any traffic; otherwise it will be a wasted effort. You can easily check the page ranking of the website and whether it is high enough to be worth posting onto. The website may look good, but this doesn’t mean it is popular so a bit of research will be required. The higher the ranking, the more traffic, which means the better your results are likely to be.
If you use Facebook, Twitter or other social media platforms as part of your business, you can incorporate these into your guest posting. Depending on how many links the website owner will allow you to put on the author bio, you can have a link to your website and to your social media page.
It is important to gain exposure but also to ensure you don’t saturate the market as this can be very off-putting. You should choose your guests posts wisely and keep them to a minimum. It is more important to post onto a high ranking website, rather than the amount. You can find out more about using guest posts to your advantage by looking at the following video. Further reading on the benefits of guest posting can be found at here.
Content Marketing Strategies to Boost Your Business
The Internet has become our number one source of information, so it is no wonder that businesses are paying more attention to the content of their websites, social media, blogs etc. When you are sitting with your friends and someone poses a question, what is the first response people have? It’s usually ‘I’ll Google it.’ Informative and up-to-date content is the reason why consumers will be attracted to your website in the first instance and will keep coming back for more. There are various content marketing strategies you can implement in order to boost your business results. This video will tell you a bit more about content marketing strategies and how to make them as effective as possible.
One of the most important content marketing strategies is to ensure all your content is unique and not a replicate of any other work you have seen. People want to read fresh and interesting news, they don’t want to read content they already found elsewhere two months ago, so resist the temptation to do this. It is perfectly acceptable to take bits and pieces from other relevant articles you have read, but always put your own spin on it and make it as unique as you possibly can.
In order to get results from your content marketing strategy, you will have to expect to invest a lot of time and money into it. If you don’t have the time to keep on top of your content marketing, you should hire an agency with the expertise to do it. You don’t just need to consider the quality of your content but also how to incorporate SEO and to improve your ranking on Google. All of these aspects have to be taken into account as part of your content marketing strategy and it is not always easy to do this without some good investment. You can read more about web content and SEO by reading the following article.
If you want to operate a successful marketing strategy, you will have to ensure you update your content on a regular basis. If you remain static it will not only affect your Google ranking, but it will also put off your potential customers. If you don’t have the time or resources to do this yourself, you will need to hire an external agency to take care of it, as it is vital as part of your marketing campaign. You should aim to update your web content on a weekly basis at least, more frequent if possible.
You need to use your imagination when implementing your content marketing strategy. Instead of thinking about what you would like to read about or what your colleagues may be interested in, try to put yourself in the shoes of the consumers. Consider what is relevant to them and how you can engage their interest. If you are not quite sure where to begin with this, you can always conduct some market research to get a better insight. Again, you may want to invest some time and money into this and this may be in the form of an external agency that has more expertise.
The Importance of Effective Content Management and Marketing for your Website
A website is only as good as its content and tired, old and irrelevant copy and media will not help with SEO or encourage lead generation. Effective content management is what is needed to succeed.
The majority of businesses have a website. Some are better designed than others however even ones made with a free template will do the trick provided that all of the boxes are ticked with regards to design, usability and of course the quality of the content.
Tired web copy, out of date blogs and pictures that are well past their sell by date do not inspire visitors and will add a negative edge to the brand identity that has taken so long to build. The way to really make your website work for you is to have a content management system which is current, up to date, focussed on the brand message and engages with the public.
- Focus on Different Website Types
Deploying an effective content management system does not mean that every three weeks you need to rewrite your static pages such as your “About Us” or “FAQ” sections. These do need to be periodically updated, especially when changes to your business or terms and conditions come into force. This content is however less important in terms of being updated very regularly to keep it fresh though should always be relevant and up to date.
Dynamic pages which might include your blog, special offer pages, news updates and similar do need special attention as these are the places that people will look first for what they need.
Lots of text is fine when it is needed. Some visitors however don’t want to feel they are sitting down to a lengthy article in the Times when all they want to know what the business is up to nowadays. Keep web copy brief, break it up, and use audio, visual and interactive content types to display information in an alternative way which grabs the attention and keeps people’s interest. From a content marketing point of view it is much easier and indeed fruitful to share attention grabbing content than it is plain blog post after blog post.
When you refresh your content do make sure that new posts and information are grammatically correct, engaging, brand orientated and fit well with the overall tone of voice that the reader expects from your brand. Many business owners hire copywriters either in-house or as a freelancer to produce ghost written copy on a regular basis in order to keep content fresh and SEO optimised.
- Structure Your Content Marketing to Allow Flexibility for Current Events
Having scheduled blog posts, tweets, updates and more may be advantageous in terms of organisation and maximising exposure however do allow for some flexibility so that your business may benefit from special events that are out in the public eye. The recent birth of the new royal baby is a great example as many businesses used the announcement to launch a sale, offer congratulations to the happy couple and similar. Those who did not missed out on a valuable marketing experience.
With a little forward planning your content marketing campaign will completely alter the effectiveness or your business website or blog to your advantage.
Written by Duncan Cumming
How to Ensure Your Web Content is Worth Link Clicking
The whole point of creating content which is engaging and interesting is to encourage readers to click on the link which will lead them to your website. If you don’t create good web content, visitors will pass the page without bothering to delve any further, which is not what you want to happen. You can find out more about strategic link building by clicking on this video. You can publish content on your own website or you may wish to use guest posts to explore your options; either way there are various methods you can use to ensure you captivate the interest of your readers.
Whether your article is going to be published on your own website or that of someone else, you need to ensure it is relevant. It should tie in with the general theme of the website, otherwise you won’t be targeting the right type of people, which means they are unlikely to want to be interested enough to click on your link. Guest posts can be a good form of marketing to get your website well known and you can guarantee that website owners will not accept your article if it is not relevant to the theme of their website. You need to use a targeted approach when creating articles, so you ensure you are engaging the right type of audience.
It is important to optimise your content with the right keywords, so that readers will easily find it when they search on Google. There is so much content on the internet these days that it is highly competitive, so you need to ensure you make use of search engine optimisation to enable you to achieve results. If you are unsure about the best approach to use when it comes to search engine optimisation, you may wish to enlist the help of an SEO consultancy who have the expertise required to ensure your content is easily found by the right audience.
There is nothing worse than reading the same types of articles over and over again, which don’t really inform you in any way, but instead are quite obviously just thrown together for the sake of it. Your content should be engaging, interesting and offer something different from the vast amount of similar articles out there on the internet. There is no need to fill it with jargon, just simple language which will relate to the masses. Take time over your web content and ensure you have something to bring to the table. It should inform the reader and allow them to find out new information that perhaps they had never even heard of before.
Google is becoming increasingly selective about the type of web content they will rank highly and this is why you no longer find the vast amounts of articles which are just littered with keywords and are in no way beneficial to the reader. You should bear this in mind and create worthwhile content which will make the reader unable to resist finding out more. You can read more about the benefits of web content by reading this further information.
Are current SEO methods for everyone, or just the realm of SEO consultants?
SEO used to be different, getting to the top of Google was easier, and much less time consuming or expensive, but things have changed. If you built a decent website as the internet boomed a decade ago, threw in a few chosen keywords, basic content and basic meta information you were probably well away, SEO consultants had a much easier job.
SEO – What has changed?
For a full run down on the internet, the development of search engines and the beginnings of SEO we love this slideshare from Hubspot which gives a thorough timeline view of the key events:
Code to Embed:
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In 1998 Google launched with PageRank (to become known as Link Juice) ranking websites based in incoming links. In 1999 Meta Tags are most important and in 2000 a PageRank Toolbar tells SEO consultants where to find valuable links, by 2003 sites are being penalised for keyword stuffing and the “nofollow” tag is launched in 2005. This was then used by SEO experts to channel “link juice” but Google soon stopped this tactic. In 2006 “cloaking” or invisible text is banned and BMW’s website is blocked for this, XML sitemaps are born. Real time search improvements in 2009 mean that fresh social media content can be indexed rapidly and reaches the top of the search engines and in 2010 it’s confirmed that Twitter and Facebook influence SEO. Black Hat linking strategies are penalised by the Google Panda update in 2011 and the focus on quality begins in earnest. In 2012 the Penguin update penalised low quality link practices and article spinning, blog networks and directories are all frowned upon by all powerful Google.
Today if you post too many link heavy articles, posts or press releases you run the risk of lowering your search engine ranking or being removed all together.
How should my website be optimised for 2013 and who should do it?
Although Google is keeping SEO consultants and website owners on their toes the focus for SEO should be on:
- Good domain authority
- Quality Meta Data
- Accurate and natural use of keywords
- Naturally written, well structured, quality content
- Relevant linking from reputable websites
- Social media
- Including rich content in websites, blogs and social media for credible shareability
SEO is still very much the realm of SEO consultants and experts, who have a wealth of experience and are ready to respond to Google’s every whim, but every webmaster and contributor to a website should have SEO in mind with their every action, tweak or addition, paying particular attention to natural keyword use.
Google (and your customer) wants to see original, real content created by real people, content that is rich, well written and actually enjoyable.
Cost Effective Ways to Market your Business
If you mention SEO or any other type of online marketing to many people, they will wonder what on earth you are talking about. There are many businesses who don’t even consider the prospects available to them by implementing a marketing campaign and many would shrug it off as being too expensive, without knowing the true costs. Marketing does not have to be costly and in fact, there are many strategies you can use which are actually cost-free.
It is imperative that you start your marketing with your website and make sure this is flawless before you move on to any other marketing strategies. The content of your website should make use of SEO, although it should not be littered with keywords. You should have around 2/3 keywords on each page and ensure that your website is easy to use and navigate around so that when visitors find your website, they will want to stay and re-visit. You can learn more about SEO in your web content in this article.
Another cost effective way to market is making use of SEO in articles. You can create articles which have a link to your website and post them on free directories or submit guest posts to other relevant websites with SEO incorporated within them. This can be very time consuming though, so if you don’t have the resources, it may be worthwhile looking into a digital marketing company to take this task on for you. It can still be cost effective to do this as you will be getting insight from experts who will dedicate a lot of time and attention to marketing your articles.
Social media is one of the most effective ways to target a captive audience and one of the best features about this is that it is absolutely free. You can set up a fresh page for your business on Facebook, Twitter, LinkedIn and any other platform you can think of, advertise your products and incorporate SEO into it. Social media is only ever effective for a business if you have the time and resources to put into it as you need to make sure your content is always kept relevant and up-to-date.
Build up a network of businesses within your own niche as they may be able to help you with your marketing campaign. These things often work on a ‘You scratch my back, I’ll scratch your back’ basis and you never know where this could take your business. For instance, you may wish to post an article on a very highly ranked website and the owner may agree as long as you post one of their articles on your own website. These situations are common ways of marketing in the industry and can be a highly cost effective way of achieving some good results. The more you grow your network, the better your chances of a successful marketing campaign. You can learn more about networking by reading this interesting article.
Effective Use of SEO to Benefit Your Business
Any business looking to grow their business and be forward thinking will make use of SEO to attract more visitors to their website. When you consider how popular Google is in terms of searching and the number of people who use it each day, it makes sense to adapt your content so that it ranks highly on the search engine. This simple video tells you a little more about search engine optimization. There are many effective ways to use SEO to benefit your business.
The main way to use SEO is through the content on your website or any blogs you put on other websites. It is more important than ever to ensure your content is informative and reads well, otherwise Google will not like it. In the past there have been hundreds of websites, who simply created content which was littered with SEO keywords so that it ranked highly on Google, but the rules are much stricter these days and businesses can no longer get away with this tact. You could find your website completely barred if you do this so always ensure your content is unique and easy for the reader to engage with. SEO should be used flawlessly throughout your content. If you are unsure of where to start with this, an SEO consultancy will be able to provide some useful advice.
Social media is one of the most popular methods businesses use to promote their brand to the masses and with the millions of people who use it on a daily basis, it is easy to understand why. You can use SEO throughout your social media platform to allow visitors to find you more easily, but again, it is important not to litter your page as it is unprofessional looking and frowned upon by Google. Incorporate SEO into your comments and regular updates, but only where it fits well.
SEO should also be used in the title of your web pages or any blogs you post, as these will not only help your website to rank higher but will also be more engaging for readers. You should try and make your titles intriguing to the readers, so they are keen to read more about your business. There are lots of generic titles used so if you want to stand out, keep yours fresh and interesting. You can find out more about using SEO in your titles, with this article for further reading.
If you want to get your business out there to the masses, you need to try and gain as much exposure as possible and you can do this by writing your own blogs and using them on other sites. In this way, you can incorporate SEO into these blogs and explore other ways of attracting more visitors to your website. There are blogging sites you can use or you can publish guest posts on other websites for increased exposure.
What the future holds for SEO?
SEO practitioners should be keeping a close eye on the changes that are affecting their ability to offer an effective service for their clients and plan accordingly to make their campaigns a success.
Google and other top search engines are constantly updating their rules and what worked a few years ago is now nearly obsolete. Take the keyword tag for example. This once central tenet of a search engine optimisation campaign that led to serious abuse by many SEOers has been removed by Google as an important ranking factor.
Now, things have moved on a fair bit and social networks, links, and content quality are very important to ranking success and combined with effective keyword targeting the benefits can be impressive.
The reasons search engines give for these rule changes are to improve search quality and give searchers a better experience to find what they are looking for. In the case of Google, website owners have received a regular dose of updates targeted at webspam and sites with artificial techniques of link building. According to Matt Cutts, Google’s Head of Webspam, their goal has been to weed out websites that break their rules and future updates will have a similar goal and webmasters should avoid spammy tactics by all means to help their SEO efforts.
So what can we expect the future to hold for SEO? As you already know, Google leads the way when it comes to search engines and anything they do has a huge impact for any SEO efforts. Each time they make a change to their search results, digital marketers spend weeks and months adapting their campaigns to these changes and improving their websites according to Google rules
Here are a few changes that we’ve seen and some of these factors are set to become more important in the evolving world of search engine optimisation:
Is Content still King?
If you have any doubts about the future of content marketing and its importance to SEO, all you need to do is read and watch what Google has to say about the issue. In fact, Google is saying you should be working on great content, good site navigation and everything else that users like and will keep them coming back to your site for more. Your content should encourage your visitors to tell their friends about it bookmark it and give them the ability to find what they need easily. Basically, Google is saying you should be working hard for your users and your site will be rewarded accordingly if you do.
Webspam is any webpage that is designed to spam Google search results and the SEO tactics used to employ this include buying links and anything against Google publisher guidelines. Future Google updates will be targeted at spam sites and any Black Hat SEO techniques such as keyword stuffing and cloaking, the latter of which involves using misleading redirects and doorway pages of websites.
Written by Duncan Cumming CEO At Cayenne Red
How to beat the next Google Penguin update?
Many websites experienced a major decline in visitors in the last Penguin update and this was due to the penalties that Google inflicted to webspam. As a website owner there are ways to avoid this and ensure your rankings are maintained and we’ve covered it in this article.
Google rolled out Penguin 2.0 back in May 22, 2013 and many webmasters, SEO’s and bloggers were trying to understand what to do to avoid being penalised or how to recover from a penalty.
Unfortunately, for some website owners, Penguin led to a significant drop in traffic and according to Matt Cutts about 2.3% of English US queries were affected to the degree that a regular searcher might notice. This was the fourth update from Google and the target was webspam and catching websites deemed to be spamming Google search results.
Although Google has been silent about the next roll out, it is expected that a new update is due before the close of 2013 and its function will be similar to the last four updates; and that’s to weed out spam sites from search results.
To beat the next Google penguin update and maintain your search rankings and even improve them, you will need an effective all-round strategy and we’ve included below some of the things you need to do or avoid:
Creating great content should be a priority for any webmaster that’s serious about his or her search engine rankings. You should be proud of your content and always create it with your visitors in mind and the search engine robots too. According to Matt Cutts, Google’s head of webspam, your time is better spent creating great content and steering clear away from anything that doesn’t add value to your visitors needs.
Your content should be lively and should address your visitors’ needs and it should include amazing pictures that are well optimised with alt tags. Where available it should also include videos – and the benefit of adding such media is that it reduces bounce rates and increases the stickiness of your web pages.
Our next advice is to avoid any artificial link building for your website. Google Penguin is particularly focused on this SEO task which is abused by website owners to improve their rankings using questionable methods. Some unnatural methods to avoid include buying links and acquiring links from bad neighbourhoods.
The best way to acquire links is by creating great content that will get a lot of attention and will receive many links from forums and websites that have found your website to be valuable. A few of these quality links could greatly increase your rankings and avoid the dreaded Google penalties.
Google now includes a page in Webmaster tools that notifies you if your site has been penalised for webspam and it tells you want to do to recover it.
- Engage Social Media Marketing
You should be actively engaged on Facebook, Twitter, LinkedIn, Google+ and other social media sites and help build trust and brand awareness. The obvious benefit is that it helps to increase search rankings and the links acquired from these sources look natural in Google’s eyes.
Effective Ways to Incorporate SEO into Social Media
Search Engine Optimization is a popular and effective method used on the internet to attract visitors to your website. The use of SEO on its own is no longer enough, however, and this why an increasing number of companies are incorporating SEO into their social media platforms. There are several ways you can achieve this in a simple but effective way. Content The content used on your social media is crucial for building up an audience and continuous traffic to your website. There is no need to overload your content with SEO though; you need to make sure it’s interesting and people will want to read, like and more importantly, share it with others. Google is a lot stricter with web content these days and articles which are purely created to optimize SEO, so be careful or you may find yourself banned! You can still incorporate SEO into your content, but still make it readable and interesting content which others will enjoy. Don’t let your content remain static, keep updating it regularly and most importantly, ensure it is relevant. Remember that your content will be read by human beings! Communicate It is imperative that you communicate with your visitors regularly as this will create a bit of a buzz around your social media platform. For instance, start up a conversation, ask questions, make use of competitions and offers; all of these strategies will help you to attract visitors and keep their interest. You can incorporate SEO into your conversations, without making it obvious. Links You can use SEO in any links you send out to attract visitors to your website. Twitter in particular is very good for this as people tend to search for particular #hashtags. If you want to get visitors to your social media accounts, you really need to make effective use of your links as they are a really good way of promoting these and your website. Titles The title of the content on your social media will be scooped up by Google if it makes use of SEO, so this is another effective way of using it to your advantage. Try and move away from generic titles as there is too much competition for these, make yours stand out and create titles which make people unable to resist finding out more! It is a good idea to put yourself in the position of the person searching or reading for your product or service and come up with a title that would grab your own attention. SEO in social media is a good way to make sure you attract people to your website and quality content will sustain their interest and ensure they share with others. If you are not quite sure how to achieve this, you may wish to enlist the expertise of an SEO consultancy who will be able to deal with this for you and help drive more traffic to your website and create a buzz around your product.