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Rand Fishkin’s recent Whiteboard Friday (WBF) saw him highlight six ways to rank for SEO without using content. Our own writer, Carter Bowles, used this article as the basis for his latest blog post, The Cult of Content, where he gave us an interesting perspective on how Rand was actually just offering ways to promote content marketing. While my post might differ slightly to his, we both drew inspiration from the same place and were able to dissect this WBF in the way that suited our needs.
The current state of inbound marketing has us fully focused on creating exceptional content to help boost our brands and elevate our businesses. There’s absolutely nothing wrong with this and we should continue to do so, but it’s not the be all and end all of trying to get your sites to rank well on search engines. There are still hundreds of other factors that we can take into account, tweak and push to help our sites rank, and none of these have anything to do with content.
I really appreciated the fact that for once we could speak about the staples of SEO and remember that although content is directing most of the flow of traffic around the web, there are technical considerations to take into account too when trying to place in search engine rankings.
In saying that, here is a summary of what Rand had to say with my own insights thrown in too.
Each month, we gather up the most interesting and informative SEO, social media, and content marketing articles that we come across. We do this because we believe that if you're looking to grow your business, these three elements should work in unison, supporting each other to provide a maximum return. This past month continued what has already been a long winter in Chicago, so we've had lots of time to peruse the web looking for the best content. These are the articles from February that we think you'll find useful. If you want the same great content the rest of the year, feel free to follow us on Twitter, Google +, or Facebook. Enjoy!
Google Webmaster Tools is an incredible tool for running health checks, monitoring your site's progress or uncovering the source of a problem. It's also an essential SEO tool.
There are a number of less-than reputable ways to "optimize" your website for search engines, but such black hat SEO techniques (the moniker borrowed from hacker lingo) leave your website exposed to penalties and unprotected in the event of algorithmic changes.
Inbound marketing is not content marketing.
Neither is SEO.
We need to set this straight.
Let me start with the inspiration for this post. Rand Fishkin and his increasingly large beard recently posted a Whiteboard Friday at Moz entitled “6 Ways to Earn Higher Rankings Without Investing in Content Creation and Marketing.” I was expecting an alternative to content marketing, but what I saw instead was this:
While I was pleased to see Rand diving back into the nitty gritty technical aspects of SEO, I was frustrated to find that I wasn’t looking at an alternative to content marketing. I was merely looking at a way to make content marketing more SEO-friendly.
I get it. Content is cheap, it’s “easy,” and “anybody” can do it. It also happens to be my specialty, and it’s working out quite well for me.
But our industry needs to get past the assumption that content is THE way to expand your reach, build an audience, and retain your customers.
It’s not the only way. (more…)
There are thousands of sites that have taken on the scrolling persona; some news sites have too, offering a similar experience to the endless newsfeed in Twitter and Facebook. While it’s cool to be able to scroll to your heart’s content, it’s aesthetically pleasing and offers a seamless user experience; a search engine bot might not be able to mimic the same behavior that a typical user would. Without being able to crawl your content effectively, there is little chance that your site will show up in any search results.
While scrolling sites often rely on their dashing good looks to get incoming traffic, they are still going to be lost among billions of other pages on the web without some optimization for search. A substantial degree of crawlability is essential in order to get your site featured in search results.
This is a guest post by Sam Miranda. Sam is a gaming industry marketer and content strategist. Follow him on Twitter here.
The SEO world is awash with link building wins, but how many of these are in niche, undesirable or boring industries? How do you build links to a B2B website selling complex, bespoke software? Or to a website offering gardening and landscaping services?
As a gambling industry marketer, I’m always on the lookout for creative link building strategies. There is a strong, social stigma attached my niche, so I have to focus on creating irresistible content that has cross-industry appeal.
Here are four of my favorite strategies, complete with examples. (more…)
Katherine recently talked about the new Facebook algo update, and strategies you can use to beat it. I decided to take a look at the Facebook Pages that are utterly dominating even after the update. These aren’t the most “liked” Facebook Pages. Instead, these are the most talked about Pages. And since I’ve already pointed to academic research demonstrating how audience interactions produce revenue, while Page Likes don’t, this is about as close as we can get to measuring actual revenue.
So, what are these top tier Facebook Pages doing better than the rest of us? (more…)
A lot of webmasters struggle with email outreach, especially was a way to build links. Some have even taken to calling the practice “grey hat,” even though no legitimate and successful inbound marketing strategy can neglect this kind of outreach.
I could go on for days about how to write these emails, but this is one of those things that’s easiest to learn by example. Take a look at the these 5 real world examples and find out how to make link building emails work for you. (more…)
Link building has become a bit of a swear word in the inbound marketing world. It’s running around in the same realm as “keywords” and has been dubbed “outreach”, “building links” and “content marketing”. But essentially, they’re all the same thing. We want to get people to link to our content and the process that we follow builds these opportunities. So, link building it is.
The fact that links are more difficult to acquire these days and that Google will slam you for obtaining the wrong ones has made it all the more difficult to build them. But the fact remains that they do still act as a vote of confidence for your site and you do still need them and should want them.
If you’re not one of the Nike, Coca-Cola or Samsungs of the world, it’s a little tricky trying to build and attract links into your site. The process requires a lot of foresight, creativity and downright hard work, but the rewards are of immense benefit. Not only for ranking factors, but also to build brand awareness, referral traffic and hopefully… conversions.
So how do you go about attracting these links?
So in my particular opinion article directories and just trying to write one article and just syndicating it wildly or just uploading it to every site in the world and hoping that everyone else will download and use it on their website, I wouldn't necessarily count on that being effective.
(His wording’s gotten a bit wishy-washy after the strong stance on guest posts, hasn’t it?)
But you know what? Today I’m going to throw my hands up in the air and say forget it. Why not build links from article directories? Or sidebars, or footers, or widgets, or embeds, or press releases? Heck, why not pay for links? (Whoa, whoa, whoa, keep reading before you leave a venomous comment.)
I say this because many SEOs are notorious for complaining that Google is always stripping away their opportunities. Supposedly, what’s considered “legitimate” is a continuously shrinking universe because Google has it out for small businesses who are just trying to make it in a tough world.
And that’s a bunch of BS.
Because if your sidebar, footer, widget, embed, PR, and paid links are so “legitimate,” you shouldn’t need Google to hold your hand to the finish line in the first place.
Ok, let me elaborate. (more…)
Along with surviving Google updates and algorithm changes, we also have to contend with changes happening within our social platforms. Facebook previously made use of Edgerank as a means to calculating what you were shown in your news feed. This was ousted a few years ago and replaced with a News Feed ranking algorithm, that - incidentally - was updated on the 2nd of December 2013. The update or change seemed to have affected the reach and engagement of many Facebook pages being used to represent brands and businesses. With many people using Facebook as the personal means to reach their consumers, this could obviously prove detrimental.
Your Facebook reach is a figure that represents how many people actually saw your post; whether that be from organic means or through a paid advertisement. The engagement is a figure that represents how many people actually interacted with your post by clicking, liking, reading, sharing or commenting. Both of these figures are considered when it comes to Facebook's algorithm and their results could mean the difference between your content being more visible and readily available on people's news feeds, or being kept in a dark corner for no-one to see.