- You probably can’t afford a super bowl ad, yet you want to make a name for your brand in an industry dominated by big guns.
- How do you crack the code using the right method and what’s the most effective for you? Inbound marketing or outbound marketing?
- Ali Faagba discusses the challenges of inbound marketing and the how-to solve them
The first rule in the 22 Immutable Laws of Marketing is to be the first. But what do you do when you are not?
You probably can’t afford a super bowl ad, yet you want to make a name for your brand in an industry dominated by big guns.
Inbound marketing or outbound marketing: Which one will work for you best? How?
This piece discusses the challenges and the how-to of solving them.
Proprietary eponym! You may never have heard of it, but it is the bane of new brands trying to create brand awareness or make headways into industries dominated by big guns.
Imagine someone in the soft drink industry. The competition is with Coca-Cola, yet, most consumers will ask for a coke when hanging out in a cafe.
In industries where specific brand names have become synonymous with their original product, new brands can easily be suffocated out of the game.
Big names use their longevity, time-tested popularity, and a fat purse to create a monopoly and call the market shot — and having earned proprietary eponyms, they push low-budget upcoming competitors into the abyss.
You are not paranoid. They are really out to get you.
But this is an internet marketing world, and you are willing to try against all the odds, knowing fully well that creating a proprietary eponym of your own is, in all likelihood, impossible. Yet, you want your brand to gain traction and make a dent, in spite of the dominant brands.
Where do you start? Do you pay social media companies to disrupt the attention of an innocent user who is already loyal to one brand or, do you try creating content that brings your prospects to you through an organic search?
Say you already make an offer that surpasses your big competitors – beating them to solve a problem your prospects would like solved or building into your product a new experience you know they will want to have, let’s look into what you should do.
Inbound marketing or outbound marketing: Which one is better in creating brand awareness?
First, let’s deal with this question with some data. Numbers don’t lie, they say.
According to PPC Protect, the average person sees between 6000-7000 ads a day. From TV ads to outdoor signage to social media ads, ads are paralyzing us.
Similar research from Small Biz Genius shows that the average person is targeted with over 1,700 ads per day but only gets to see half of them.
Statista forecasted that revenue loss due to ad-blockers would increase to 12.2 billion US dollars.
We can go on, but even the first two stats suffice.
So, what kind of response do you expect to get from an ad-addled brain that’s already loyal to a specific brand when a gazillion of you are vying for his attention?
When it comes to creating awareness for your business, let the need to solve a problem spur research in your prospect, get your inbound marketing arsenal ready to be the magnet of those prospects, and make your brand message lure them into a relationship.
That way, you won’t be spending your top dollars on indifferent audiences. How much further do you need to know to be sure inbound marketing can do a better job of brand awareness for you than outbound marketing?
What are the top inbound marketing strategies you can use to build brand awareness?
1. Start with a scalable guest post strategy
I’m not trying to put the cart before the horse here. And if it appears that way, hear me out first.
For every serious entrepreneur, there is a fountain of energy that never runs dry in doing things. Still, this fountain runs low whenever something depends on the third party.
Don’t be surprised I mentioned guest post as the first thing you should pay attention to; after all, for guest post campaigns to truly succeed, you need a landing page people can refer to or a blog post that is rewarded with backlinks from your guest post efforts.
The problem, though, is that despite doing your due diligence in keyword research, putting content on your blog site, and optimizing them for search engines, one problem you will encounter is that no one may ever get to see them.
Even if you have a large follower base on social media, organic reach on social platforms is in a steady decline. You can’t blame the social media companies for this, they are entrepreneurs too, and their profit depends on the money you take away from them when your post reaches too far.
Hence, my choice of guest post strategy as a starting point in using inbound marketing to build brand awareness and visibility.
But don’t take my word for it. Ample examples exist to prove the effectiveness of guest posting in gaining brand visibility.
Suppose you have been in the content marketing space for a while. In that case, you might have heard of Aaron Orendorf, a philosophy teacher, who used guest posting to catapult himself into prominence in the marketing world.
Through guest posting, he rose from an obscure online writer to become the editor-in-chief at Shopify Plus and became one of the most sought after content marketers in the world.
What you can do
When you guest post to share a stand-out message and authenticity, you establish yourself as an industry leader and make people want to look more into what you do.
Take Neil Patel and the growth of Ubersuggest. While this is not a quintessential example of brand awareness through guest posting, it is a classical example of product growth tied with the popularity of the product owner.
If guest posting can bring one popularity, then it can create brand awareness.
But the pain area remains, whether your guest post gets published or not, it is solely in the discretion of the publisher/editor of your target publications which is why you should think deep and long about three things:
- What publication do you want to get featured in?
- Do they align with your brand identity?
- What do they want from you?
- What do you want to achieve with your guest post campaign (thought leadership, backlinks, referral traffic, and other such parameters)?
- Will you need help to achieve that?
- Or, can you pay them for a brand mention, and is this best for you?
2. Content that solves a problem: Complete, lucid, and actionable
Let’s not forget: for all its buzz, content marketing works because of a single streak: it gives. It gives for free. It gives it all. Unsparingly.
Big companies use content — in terms of blog posts, whitepapers, Infographics, ebooks, etc. — in a well-knitted series of strategies to attract prospects who are looking to solve a problem, and then hook them into a sales funnel.
When it comes to content marketing, trust is the key. And how do you gain trust?
It is by giving; by posting a problem-solving kind of content that leaves your visitor saying, “That’s what I’m looking for”, then promising them more in exchange for their email address.
This works like magic every time. Let’s run a little exercise on Google.
Now I’m searching on Google to look for how to create a logo.
Some random SEO optimized website showed up, and I clicked on it, leading me here:
And after inserting the name of my brand and clicking on the Get Started button, I found myself here:
Once I have chosen an option, I was led to another page where I can now save my new logo:
As I attempted to save my logo, below is what I got:
That’s it. Attracting leads with inbound marketing is not so complicated.
While the name of this logo design company is Free Logo Design, you may notice that I wasn’t searching for a specific company in my Google search.
I was only looking for a generic term that helps me to solve my most immediate problem, which is to create a logo.
By searching, I found someone who has provided a solution for it, and now they are asking me for my contact should I want more.
Perhaps I do, maybe I don’t just have the money yet. Maybe soon. Or perhaps I just haven’t decided to pay. Or maybe I don’t know they have a feature that I’m looking for.
Now they have an opportunity to show me all they’ve got since they now have my contact, and I am now familiar with their brand.
Don’t forget you don’t have to give a freemium to get a lead; a problem-solving content will suffice in most cases, so long as your prospect is out to solve a problem. And I bet it’s the one that wants to solve a problem you are looking for.
3. Webinar and other education platforms
In the peak period of the “shelter in place” in response to COVID-19, On24, a webinar hosting platform, saw an eight percent jump in the number of marketing-centric webinars hosted on its platform.
But even more impressive is how educational webinars have exploded in comparison, On24 reports. It also reported that training and continuing education jumped by 11% and 22%, respectively.
At the same time, Massive Open Online Courses (MOOC) are rising year on year. It is not just the stay at home order of the pandemic that brought about the upward trend in e-learning. The comfort and flexibility of learning online have always been of attraction to long-life learners.
Hence, smart corporate institutions and businesses use online course platforms to provide learning opportunities for willing learners and also turn them to leads.
In 2020 alone, Neil Patel has launched no less than two online courses. If you had attended any of them, you would understand that they are a pure lead generation strategy tailor-made to boost visibility and adoption of his Ubersuggest.
Today, as the marketing options are getting narrower based on the disproportionate number of ads run online, learning webinars and online classes are where people go out of their own volition.
For marketers, this means an opportunity to sell to a group of prospects who aren’t just passive readers or random social media users but active listeners who are willing to end the day having learned and encountered something new.
If you are willing to use inbound marketing as your key awareness-building option, launching webinars and free online courses should be among your first-in-lines.
Podcasting should not be left out
In all marketing kinds, attention matters a lot. In the past, passive awareness never sold things. Today, passive awareness never sells anything.
And eBay knows this better than anyone else. Imagine the popularity of eBay. Still, the company launched a podcast show dubbed “Open for Business.” Albeit frank about its aim to build more brand awareness, 85% of the show’s time teaches, for free, how to build a business to success.
“From the hiring, to pricing, to financing and customer service, Open for Business is a must for anyone looking to succeed in business,” an introduction on its podcast landing page reads.
HubSpot says in 2018, 18% of marketers were looking to add podcasting to their strategy. If you checked now, the number must have gone above that.
If you have been looking to Google for an answer about what’s best for building brand awareness, and you have interest in inbound marketing, or it is your budget that confines you, you may have found, as I have found, that most articles are generic and state the obvious.
Most annoyingly, they state no reasons as to why their strategy works. They walk you through most of the inbound marketing strategies but take no cognizance of what stage you are and whether you have the capacity to implement them.
Imagine an article that wants you to gain awareness but tells you to use email marketing, not even minding whether you have an email list in the first place or not.
If you are just starting out, this article is, by no means, exhaustive, but consider it a nudge in the right direction and a playbook to help you set about building your brand recognition the right way.
Ali Faagba is a copywriter, content marketer, and a tech freelance writer. He’s been featured in Entrepreneur, Thrive Global and others. He can be found on Twitter @contentmints.
The post Inbound marketing for brand awareness: Four up-to-date ways to do it appeared first on Search Engine Watch.
Simple guide to creating an expert roundup post that drives website traffic
- Roundup posts are pieces of content in which a list of selected experts give their insights on the same topic, in short descriptions that include their opinions, predictions, or reviews.
- Creating an expert roundup post for your website or blog can take some preparation and organizing efforts, but it brings undeniable long-term benefits in terms of traffic, authoritativeness, and peer recognition.
- In the following guide, I will take you through every step of creating an enticing expert roundup post for your website.
Publishing valuable content is a constant challenge when it comes to the formats and topics to cover. As a blogger, digital marketer, or content creator, you already know how much thought goes into offering your audience fresh, engaging content on a regular basis. Readers appreciate formats they are familiar with and can consume easily. A roundup post is an example of a successful approach to topics of interest in your industry.
Roundup posts are pieces of content in which a list of selected experts give their insights on the same topic, in short descriptions that include their opinions, predictions, or reviews.
Creating an expert roundup post for your website or blog can take some preparation and organizing efforts, but it brings undeniable long-term benefits in terms of traffic, authoritativeness, meaningful relationships, and peer recognition. By gathering a group of experts to answer the same question, you will not only generate relevant content for your website but build a strong relationship basis with experts in your industry.
Having a list of selected experts answer a well-placed question gives you a valuable piece of content that is highly shareable, so let’s see what it takes to do it right. In the following guide, I will take you through every step of creating an enticing expert roundup post for your website.
1. Brainstorm potential questions
The first step you need to take after deciding to publish an expert roundup post is to find the perfect question to ask the experts. This will be the key element of your post, and it will dictate whether it will be successful or not.
The perfect question might not be easy to find, but take enough time to find it. Brainstorm as much as you need before you decide who to invite in. All the further efforts of finding influencers and experts could be in vain if the topic you choose does not fit the roundup format, or doesn’t spark interest in your readers’ minds. So I’d recommend you find a question that resonates well with both your readers and experts.
Things to consider when brainstorming
To better understand what kind of questions are fit for a roundup post, you should picture the end result. You want to have your experts give your readers a piece of their own judgment, advice, or insight on a subject that your readers are familiar with. It won’t be a 101, a critical debate, or brain-picking for ultra-specialized information.
Your question needs to be:
- Easy enough to give your respondents room to elaborate and get ample answers from them without the need for extra-questions.
- General enough to give you a reasonably long list of influencers, experts, and peers. Go to niche and you might be able to talk to a handful of people about it.
- Original enough to get your readers curious about the topic, and what experts have to say about it.
What about the topic will you be asking about? Naturally, it has to be specific to your website or niche and what you usually write about. The key is to find a subject that your audience is curious or interested in. Perhaps a trend, or a subject that usually sparks debate or behind-the-scenes type of information that regular posts don’t really get into.
You have the chance to get insights about the latest trends everyone is wondering about, or tips and tricks, good practices that expert peers have discovered through their experience and expertise.
Examples of questions:
- What’s one piece of advice you’d give to beginner bloggers?
- What’s one thing you would’ve done differently when starting your blog?
- What do you think the future of blogging is?
How to get ideas
Easier said than done? If you don’t already have a topic you’ve been pondering about, compile a list of possible questions for your roundup with a little research.
Use tools like the Ahrefs Content Explorer to find trends in your industry, and subjects that seem to attract a lot of readers. You can filter results by their social shares, number, and quality of referring industries so that this tool and similar ones can give you a good idea of what subject should be pursued.
With these things in mind fuel that creative engine and start putting ideas on paper, whether they seem perfect candidates or just potential pursuers. It’s best to have a long list to start from when drafting the winning question for your roundup post.
2. Find talented experts
After finding your question, you should have a good idea about the expertise of your respondents. Assuming that you are active in your industry for a reasonable time, you should already know who the experts in your niche are. You want to compile an extensive list of experts of at least 50+ because not all will reply to your inquiry.
Let’s make a profile for the ideal respondent in your expert roundup post:
- They are directly related to the industry you are writing about
- They have a good follower base and an audience that regards them as influencers
- They have contributed to roundup posts in the past
- They are continually sharing thought-provoking, original ideas on their social media and on personal or business blogs
- They have authority in the field: company owners and founders, top positions in companies of the industry, public speakers, success bloggers, and more
A practical, fast way of identifying possible candidates for your roundup post is to check other roundup posts in the industry. Does this approach seem lazy at a first glance? The redundancy of a roundup article doesn’t come from the list of people contributing to it, but from the very topic, you will choose for it.
As long as you are able to provoke your respondents to bring something original to the table, selecting them from other roundup articles is absolutely fine.
Depending on your topic, you might find tens of experts already showing potential for accepting your invitation. But don’t put your eggs in one basket: there are other ways of finding strong, authoritative voices in your niche.
A simple search on social media can give you a good idea of who is interested in the topic you have selected and fits the ideal profile described above. Twitter and Facebook are also great platforms where you can find experts in your industry.
For our roundup post about blogging tips for beginners, we have gathered content from CEOs and founders of content marketing websites, authors, bloggers, and podcasters in digital marketing. They were all able to give us valuable insight into what blogging is like for beginners, and what they should do to thrive.
Web search is another simple solution to putting together your expert list. We were able to find several experts by simply typing in our keyword or phrase onto Google. Find bloggers who have been covering your subject, or similar ones, and dig a bit more in their previous posts, to have an idea of who you’re going to contact.
Ahrefs, BuzzSumo, and Hootsuite are other awesome tools to research hot topics and authoritative blogs, as they display real-time data on their referring industries, traffic value, and the number of shares they get for their posts.
3. Find their contact information
Once you have a list of experts, bloggers, and influencers who can give you valuable insight into the subject you want to cover, it’s time to start gathering their contact information.
It’s best to keep a database of their information, on a simple Google or excel sheet with their names, email addresses, URL to their website, the date when you contacted them, and a column where you check if they submitted content or not. You can get a little more advanced by using a CRM or email outreach tool like Mailshake.
Keeping your contact information organized will speed up the preparation process and will help you avoid awkward situations like sending an invitation twice, or forgetting to do a follow-up with them.
Some of the experts you’re trying to reach won’t have a visible email address but you can use tools like Hunter.io to find them by simply entering their first name, last name, and their domain name. It will give you a list of the results it found. Ideally, you would launch your invitation privately, but if you still can’t find their email address, don’t hesitate to send a tweet that mentions your plan or a simple message via the other social media platforms.
Here are more tips on how to find contact information for people who you want to reach, and what good practices you should follow.
4. Reach out to your experts
If it’s the first time you are contacting someone, it’s a good idea to look into the good practices of a cold email. Roundup posts are great for getting quality backlinks, and the persons you will contact are aware of the positive influence their contribution can have on your traffic and domain. But they can’t endorse a website or a blog that doesn’t prove to be valuable on a constant basis.
We can talk about cold email outreach best practices for days on end but that would take too long. What I highly recommend is that you be genuine, polite, and kind when reaching out to your experts. This goes a long way and they’ll be able to tell when someone is being genuine since they receive hundreds of spam emails every day.
I also recommend you personalize each and every one of your emails. Yes, this will take time but you will have a higher conversion rate than if you were to send the same bulk email to everyone.
I don’t have a template to help you get started, but below I have provided a screenshot of an email I sent out to one of the experts that we included in our roundup. Feel free to use it for some inspiration and to help garner some ideas.
Another fantastic way of reaching out to experts is by joining and engaging with them via their live streams. We used this tactic to reach one of our experts who had not replied via email. It worked out, and he gave us some awesome advice while on his live stream.
5. Put it all together
Getting enough contributions from the experts you have contacted is a great achievement in the process of creating a stellar roundup post. But your job is not finished yet. Putting together the content you have just received from your guests is very important, as it will have to be a high-quality presentation that they will gladly share on their channels, therefore getting you some exposure to new audiences.
Things you want to include
- A headshot
- Their reply
- Short bio
- Social media and website handles
- And your own comments
As you can see in our roundup post example, each contributor’s section starts with a professional picture of the contributor, the content that they have submitted, finished with our own thoughts on their commentary. We have added easy-to-follow social media icons that take you to their Twitter, Instagram, Facebook, or LinkedIn profiles, the titles they hold, and links to their main projects: companies they work for, blogs, YouTube channels, and others.
We wanted to make it easy for our readers to follow and engage with our experts via their blogs, businesses, and social media accounts.
While you want to emphasize the value of each contributor, you must also have your reader’s interest in mind, and clearly answer a need or a question your audience has.
6. Promote your post
Promoting your posts should be done in the interest of all your contributors, yourself, and your audience. The effort you have invested in compiling these pieces of content will ideally be rewarded with significant organic traffic, a good number of quality backlinks, and most importantly the start of new and meaningful relationships.
You should also edit the content carefully so that each contributor gets the same level of attention and appreciation. Take your time to thank each one of them for their contribution and don’t hesitate to personalize your message with your personal impression of their content.
Backlinks are certainly welcome, but asking them explicitly might not be appreciated by all the persons you will contact. The best ways of getting your contributors to share the roundup post are to simply ask them if they could share it with their audience.
Infographics, tweets, quotes included in an image, newsletters, and paid ads are all great ideas for getting your content everywhere and promoting it like crazy.
Conclusion: Creating an expert roundup post is totally worth it
Publishing an expert roundup post might not be everyone’s style of content, but for certain industries and domains, it can be a long-term valuable resource, both for your audience and your peers. And, of course, for you.
Keeping your focus on the value your post should bring to your readers will help you choose an enticing topic, ask the right question, and select the right people to answer it. While no one can ignore the advantages a roundup post has for contributors and creators alike, backlinks and traffic should not be your singular concern.
Ultimately, the success of such a compilation is given by the shares, referrals, and traffic you get from your audience. Create a fantastic expert roundup post by asking a question your readers are interested in, and your contributors can easily answer.
Give this type of content the time and effort it needs and it will prove to be a fruitful initiative, both amongst your peers and as a relevant post for your website.
The anatomy of a negative SEO attack
- SEO can just as easily destroy websites’ rankings as it can build them up.
- Newer websites or startups with smaller backlink profiles are the most vulnerable to negative SEO attacks.
- Webmasters need to regularly monitor their backlink profile to make sure their site is not keeping company with any questionable web properties.
- Negative SEO can be remediated through manual outreach or Google’s disavow tool, but high-quality link building campaigns are the best way to minimize the impact of low-quality links.
In the early days of search engine optimization, a variety of black-hat techniques allowed SEOs to dominate the first page of search. Cloaking, keyword stuffing, backlink spam, and other strategies could catapult websites to the first page. But those days are long gone. Google’s algorithms are extremely powerful and can easily result in a negative SEO attack. Not only will black-hat strategies no longer work – they will destroy your site’s rankings and even prevent your domain from ranking permanently.
So for those out there on the internet who are not interested in seeing your domain move up the first page, black hat SEO is an easy way to harm your website. Many new site owners are so eager to get any backlinks that they can, they allow low-quality links to populate their profile without ever thinking about where those links are coming from, or why those other site owners linked to them in the first place.
Negative SEO attacks are real. I’ve helped many clients recover from them. They can come from competitors, hackers, or seemingly out of nowhere, but without a quick response, a website’s reputation with search engines can be permanently harmed.
Although Google algorithm updates or technical issues with your website can impact your keyword rankings, an unexpected drop could be a sign of negative SEO. The good news is, the anatomy of a negative SEO attack is clearly recognizable. If you take quick action, you can protect your website and minimize the damage.
The websites that are most vulnerable to SEO
The reality is, every time your site moves up a spot in the SERPs, you knock another site down. It’s not fun to imagine that other people would use negative SEO to harm your efforts, but if you offer great service or product that could take business or traffic away from someone else, then your site is at risk.
Any website can experience a negative SEO attack, but local businesses and startups with less than 300 referring domains are the most vulnerable. The smaller your backlink profile, the more impactful any low-quality or unnatural links will be. If 50% of your links are spammy and you’re a brand new site, Google crawlers are going to look at your backlink profile and assume your site is trying to cheat your way to the top.
For new webmasters, in particular, it’s critical to pay close attention to every backlink you acquire. This is also true when you pay for the services of a link building company. Some site owners are hesitant to pursue link building because they have had negative experiences with SEOs in the past who engaged in these spammy techniques that ended up tearing their site down rather than building it up.
As your backlink profile grows, spammy links will not have as much of an impact on your domain authority or rankings. Still, it’s good to keep an eye on the referring domains and anchor text diversity of your backlink profile.
How to identify a negative SEO attack
There are a variety of common negative SEO techniques that people may use to harm your website. After handling negative SEO attacks with my own clients, these are the most common types I’ve come across and that I encourage webmasters to be on the lookout for.
1. Toxic backlinks
Backlinks from low-quality sites that have low domain authority, little relevance to your industry, or very little site traffic should always be suspect. If you receive a large influx of these low-quality links, they may be coming from a link farm that has the infrastructure to build a massive amount of links quickly. If you’re a new site with a large percentage of toxic links, Google will likely assume you’ve been participating in black hat manipulation.
2. Comment spam links
One way SEOs used to manipulate their site authority was by leaving backlinks in the comment section of blogs or forum sites. If you suddenly receive backlinks in the comment section of older blogs with no relevance or traffic, someone might have placed them there maliciously. If it’s an SEO agency that placed the link and you paid for it, fire them immediately. Google indexes those links in the comment section, and it will not look favorably upon your site if you have a lot of these unnatural backlinks.
3. Exact match or unnatural anchor text
Natural anchor text will most often include your brand name, the services or products your business offers, or more generic wording like, “Click Here.” If all of your anchor text has the exact keyword you’re trying to rank for, that will come across as manipulation to Google. If the anchor text is irrelevant, it will confuse Google bots about the content of your site. It’s important to pay attention to the most common ways that other sites link to yours so if new links don’t share at least some similarity, you can investigate them accordingly.
4. Fake negative reviews
Although negative reviews don’t have as drastic of an impact on your site authority as your backlink profile, Google does crawl and render those sites when considering whether to rank web pages. Local and small businesses with bad reviews, in particular, will not rank, so in addition to reviewing your backlink profile on a regular basis, site owners should also be monitoring the important review sites in their industry. Most major review sites allow you to report reviews if you have reason to believe they are fake.
There are other types of negative SEO that I haven’t listed here such as content scraping, links hidden in images, and more, but the above are very easily identified using Google Search Console or any type of backlink analyzer. Familiarizing yourself with the many ways that others may try to link to your site in a harmful way will help you be able to identify those problematic links right after they show up in your backlink profile.
How to perform negative SEO remediation
Digging yourself out of a negative SEO attack is never fun, but it can be done. If you’re being a responsible webmaster and monitoring your backlink profile regularly, you should have a solid understanding of what a healthy backlink profile for your website looks like, and will therefore be able to recognize the moment that something appears off.
If you believe that the influx of links is indeed the result of nefarious intentions, you have a few options to repair the damage, and hopefully, before Google penalizes your site. Some of these options are more expensive than others, but if you’re not an experienced webmaster, it is probably best to get the guidance of an SEO expert. If you remove the wrong links, you can end up performing negative SEO on your own website by mistake.
1. Request removal
The first step with any link is to reach out to the webmaster to ask for the link to be removed. Admittedly, this is not always successful. However, before you move on to option two, you want to make sure you have exhausted every effort to have the link removed before requesting Google to get involved. If the link was the result of comment spam, the owner of the blog may be willing to moderate or delete the comment. There have been webmasters who have charged my clients a fee to have links removed. Depending on the price you’re willing to pay, you can choose to do so or move on to other options.
2. Disavow file
In 2012, Google added the disavow tool in Google Search Console to give webmasters more agency in their off-site SEO. The reality is, no one can fully control the websites that choose to link to theirs in a harmful way, so it’s not really fair for search engines to penalize your site as a result. Google recognized this and created the disavow tool, however, they still advise site owners to use it sparingly.
A disavow file is essentially a list of links that you want invalidated on your domain, or that you don’t want Google to consider when evaluating the quality of your website. There are detailed instructions on how to submit a disavow file in the Google Search Console help center. Take note though that these links aren’t actually removed, Google just no longer takes them into consideration the next time they are crawled and indexed. If you’re using an SEO software that measures the quality of your backlink profile, you will likely have to submit the disavow file there as well if you want their metrics to accurately reflect how Google understands your site.
3. Link building campaigns
High-quality, contextual link building is different from black-hat SEO in that it uses original content to earn links on relevant, industry-specific publications. The best SEO agencies will increase site authority the right way, through techniques that are Google compliant and don’t harm your rankings in the long-term. If you are not actively trying to earn high-quality links for your website, not only are you missing out on the opportunity to improve your overall keyword rankings, you place your site in a more vulnerable position. If you pursue consistent link acquisition and build up a healthy backlink profile before a negative SEO attack occurs, you are more well-positioned to avoid a Google penalty.
It is certainly frustrating and unfair when negative SEO occurs, but there is really nothing that a webmaster can do to prevent it. So in the case of negative SEO, preparation is the best medicine. Knowing what to look for will help you be more prepared to take immediate action and minimize the damage.
Manick Bhan is the founder and CTO of LinkGraph, an award-winning digital marketing and SEO agency that provides SEO, paid media, and content marketing services. He is also the founder and CEO of SearchAtlas, a software suite of free SEO tools. You can find Manick on Twitter @madmanick.
7 changes make a big difference with your Digital Marketing Strategy
We know that the face of marketing has changed from past few years as people are more informed while making purchases, thanks to the information available online. These people become potential customers, and so companies prefer digital marketing over all other forms of marketing.
We know that the face of marketing has changed from past few years as people are more informed while making purchases, thanks to the information available online. These people become potential customers, and so companies prefer digital marketing over all other forms of marketing. Businesses need a robust digital marketing strategy since they are not harnessing the full power of this online trend. For companies to be successful in 2020, digital marketing needs to be more than just posting on Facebook. They will need to improve their existing digital marketing continually.
2020-State of Digital Marketing
Online and digital media has changed – it is no longer a world of random things and what is hot now may change later. However, there are a few simple facts that we need to consider your general digital marketing efforts:
Newcomers will enter, but there will not be new social networks every other day.
Digital marketing strategy should rely on current and upcoming new data.
Why you need a robust digital marketing strategy
It will help you focus and come up with a plan to determine how many followers you want and by how much you need to increase the conversion rate
A strategy will inspire you to get your digital marketing game healthy and be in competition.
A well-written plan will regularly check in on your current methods and see if they are working as per plan. You can optimise and adapt accordingly.
A digital marketing strategy will limit the duplication of content or resources.
It will help you experiment with new approaches to gain and keep customers.
By creating a strategy, you will be able to understand what your customers want and provide services accordingly.
Let us discuss in detail some changes that can make a big difference to your Digital Marketing strategy in 2020
1) Plan new SEO friendly content
One of the best ways of improving SEO is to create new content regularly. The content should be mapped to relevant keywords . Include an SEO friendly title that will directly impact the quality score and ranking. You need to ensure that the material consists of researched keywords in the first 100 words of an article to follow best practices and get credit for your business.
2) Revamp your social media presence
One way to engage your audience and refresh your social media presence is to leverage the trends and bring your brand’s personality to life. We can do it in the following ways
Evaluate your content and ask yourself these questions: How is it different? What engaging content can I create?
Moreover, start conversations with influencers, research for relevant topics and provide insight on articles concerning your brand.
With social media, you can keep on trying to get the best content mix, and with platformance analytics, you can understand the what is working and what is not.
3) AdWords and Content Shock
AdWords is one of the most effective methods of online advertising since the business of all sizes can use it to increase leads and customers. With AdWords, you can spend less and still understand how your audience is searching. AdWords is similar to SEO which takes time to evolve your keyword research and strategy to yield results. Google will reward you with an increase in leads to your site if you stick to it. When the creation and distribution of content are costly than the ROI it generates, it is known as Content Shock. It becomes a great asset for small players since they don’t reach the big numbers from the start. Hence, it becomes the tremendous start for small players as they do not need to scale up their digital marketing strategy.
4) Use Analytics to inform A/B testing
Analytics drives digital strategy, and one of the most important things to do with analytics is to engage in A/B testing. You can use the incoming data to apply A/B testing strategy. Finally, A/B testing is the best way to understand your customers. Resources like Google Analytics, Social Media and AdWords, are the best way to improve your digital efforts.
5) Understand the changing environment
Your biggest enemy when it comes to digital marketing is complacency. Due to changing consumer views, marketers need to identify obsolete strategies and adjust accordingly. The brand now focuses on providing content when the user needs it instead of creating content hoping users will need it. This approach requires a strategy. For a full proof strategy in 2020, marketers need to focus on three main elements: Artificial Intelligence, Social Media and Customer. If you look closely at these elements, they influence all the trends like augmented reality, influencer analytics, video marketing, personalisation, native advertising and content marketing.
6) Encourage personalised interactions
Based on a report, 73% of customers will do business with your company if you provide a customised experience. Personalising your communication helps to engage with your customers. Sending personalised emails, modifying templates, using recipient’s name, personally responding on social media and segmenting the email list based on persona are a few ways that can work very well.
7) Build your network
Try to gain information and experience of others in your field. By building your network, you can predict and work as per changing times. The network will help you prepare for challenges in future.
Your 2020 Digital Marketing strategy needs to be like the playbook which is tailored to the team and team’s competition. A simple principle in the digital world is if you don’t establish a baseline of where your company stands concerning the competitors, you will have no idea of the areas you would need to focus on beating them. Your company will really benefit if you make little changes in your digital marketing strategy by keeping track of upcoming trends and changes in the environment. If this seems like a lot, give VajraGlobal a call.
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