Google says Energize Your Content Strategy with Buyer Personas

News By SEOWEBMOUNT

Google says that content should be optimized & Energize eighth Buyer Personas requirements. If your content changes from your business target & no useful for any consumer, then Google can give you bad reviews for your content. so be careful about writing of your business content.

With Content Marketing, Link Building is Obsolete… Right?

It seems that every day a new blog post is published claiming that link building is dead. It makes for a great headline, but it’s just not true. In fact, it’s very much alive, and will be for the foreseeable future.
Unfortunately, the content marketing purists who preach the “build it and they will come” methodology are setting themselves and their audience up for failure.
When I get asked about whether a business should continue with link building in the future, I usually say, “Your competitor would love it if you stopped building links to your content.”
Don’t get me wrong — I am a proponent of producing useful content and making content marketing a large part of your overall internet marketing strategy; I even wrote a book about it. However, I also recognize the value of links and the impact they have across the web.
Let’s take a look at why I believe link building is still and will continue to be a tremendously important component of online marketing and the number one search engine ranking factor.

Not All Links Are Bad

Not too long ago, blog commenting, article sites and blind link requests were considered reasonable link building tactics. Spamming used to be commonplace in the SEO world. The quantity of links trumped quality when it came to search engine rankings, and internet marketers were focused on getting links at any cost, literally.
Fortunately, Google has cracked down on spammed-to-death, old-school link building, forcing website owners to embrace more sustainable methods of achieving high quality backlinks.
Links still matter, and there are many legitimate ways to obtain links that do not violate any search engine’s terms of service. Even Google’s own Head of Webspam Matt Cutts recently stated, “Not all link building is bad.” Link building has significantly changed, and for the better, but the premise behind the concept remains the same.
There are still many ways to build links to your content without being a spammer. Consider link reclamation, partnerships, sponsorships and even traditional marketing (press releases, radio, TV, etc.) that can result in a link. As long as links are actually helpful to the intended audience, they will positively affect SEO and rankings.
Sustainable, Penguin-proof links aren’t impossible to obtain, and even some old-school link building tactics can still work — when done correctly. “If Google didn’t exist, would you still want the link?” is a common saying used by self proclaimed link Moses Eric Ward. Some methods such as forum links, directories and, most recently, guest blogging have been knocked down by Matt Cutts as spammy tactics. Why? Because they are done incorrectly and spammed.
But, would you pass up a relevant link from this Adobe Forum, which boasts a DA of 100? How about a link on the DMOZ.org directory, or a guest blogging opportunity on your competitor’s own website written by an expert at your organization? Not all links are bad, but you have to ask yourself why you’re building the link. If it’s just for Google, then you’re starting off all wrong. Build a link that makes sense, provides value to the end user and showcases your content in a positive light.

Social Signals Aren’t Being Used

Many marketers believe that social signals are being used as a rankings factor, but that just isn’t true. There are plenty of reports stating the correlation between social signals and rankings, but there is no conclusive causation mentioned along with any of the findings.
Marketers are forgetting the fact that correlation does not imply causation. Just because there is a correlation between social signals and rankings doesn’t mean that one causes the other, and that’s a huge distinction that people are missing.
Additionally, Cutts explained that +1s (and any other Google+ social signals) do not have an impact on search engine rankings. He also stated that Google+ and other networks’ social signals such as Facebook “Likes” and shares and Twitter mentions and retweets won’t improve rankings in the short term, but could help in the long term. Cutts said that an accumulation of social signals may be able to give search engine bots a clue as to whether your content is authentic and should be trusted, and could eventually affect search engine rankings.
The only definitive thing about social signals, Cutts has said, is that social signals are not being used to rank content right now. So what does this mean? It means that having a social presence could be helpful in terms of search engine rankings down the road, but right now, it isn’t.
That’s not to say that having a faithful and engaged online audience isn’t lucrative in other ways — it is. Web traffic, branding and positive sentiment are hugely important and can impact marketing and sales in other ways, just not currently with search engine rankings.

“Build It And They Will Come” Doesn’t Exist

Though quality content creation can make link building easier, it does not mean that proactive link building shouldn’t be part of your content marketing strategy. Publishing quality content should result in links based on its own worthiness; but, that is often not the case.
Consider that 73 percent of B2B content marketers say they are producing more content than they did a year ago. More and more content continues to be produced, which means more and more competition. Without manually building links to your content through promotion, distribution and other proactive link building tactics, you run the risk of losing out to your competitors that are.
Content marketing and link building should be used in tandem. Develop content that will naturally attract links and give it a boost by obtaining some links manually. PR folks do it all the time, garnering great mentions for their clients. You can do that, too, with the goal of obtaining a link.
Leverage your content by sharing it with an individual who created a great resource page — ask to be added. Look for relevant links lists or search for mentions of your brand discussing your content but not linking to it. These are all opportunities that exist for just about every brand with a web presence today.
Social media is critical to almost every business, but just sharing your content on social networks isn’t going to cut it, either. Again, having an engaged audience that shares your content across social networks is great exposure and can certainly result in increased links, traffic and sales. However, in most cases, you will need to participate in proactive link building if you want searchers to find your content.
Almost half of all web traffic comes from natural search (and for many of us, way more than half), which means search engine rankings can really impact overall web traffic. If your site is like most and relies on organic search traffic, link building is not an option — it’s a necessity.

In Conclusion

Getting backlinks is hard work. That’s probably the single biggest reason people want social media and other factors to outweigh the value of links. In my opinion, there is no way that search engines are going to make links a zero factor any time soon—like in this decade. And though many content marketers may like to think that creating quality content on its own is enough, it’s not, as links are undoubtedly still the top ranking factor.
However, link building has to be done right. Today there is no doubt that certain types of links will help your cause while others will hurt, and search engines continue to do a better job of telling which links are which.
resource: http://marketingland.com/content-marketing-link-building-obsolete-right-72567

Content Marketing in 2014: Five Things You Need to Know to Succeed

By Seowebmount

In the movie Back to the Future, Marty McFly traveled all the way to the year 2015.  Back in 1985, that seemed so far away.  But now that we’re getting ready to start 2014, it’s safe to say that the future is officially upon us.

And if you plan to see success online, content marketing is going to have to be a big part of your future.

‘Content marketing’ became THE buzz term in 2013, but publishing quality content isn’t a new idea. In fact, according to research done by AOL and Nielsen, there were nearly 27,000,000 pieces of Web content shared every single day in 2011. So, the only thing that’s new about content marketing is all of the attention it’s getting.

All of that attention means you’re going to have to fight harder to get to the front of the pack. According to a study done by the Content Marketing Institute, Marketing Profs, and Brightcove, 93 percent of B2B businesses used content marketing in 2013, and 73 percent of them were producing “more” or “significantly more” content than they did in 2012.

Bottom line — your content strategy can’t just be good.  If you want it to stand out, it has to be great.  So, what do you need to know if you want to see content marketing success in 2014?

1.  You have to make things easy for your readers

At Business Insider’s Ignition 2013 Conference, the media companies in attendance said 50 percent of their core audience’s content consumption came through their mobile apps.  That’s proof that people want easy-to-understand answers and solutions right at their fingertips.  (The mobile Web isn’t for heavy reading.  After all, when’s the last time you read Hamlet on your Smartphone?)

Even people who are reading on a traditional computer screen want to see content that’s easy to digest. Back in 2006, the Nielsen Norman Group did a groundbreaking study on how people read Web pages, and the results are still very relevant today. After tracking hundreds of readers’ eye movements, they found that people scan Web pages quickly, focusing on the top and left portions of the page the most. (That’s why so many successful Web writers break things down into lists and short paragraphs — because it fits in with this reading pattern.)

No matter what device people use to read your Web content in 2014, you’ve got to keep it concise and conversational.  Take all of those fancy words you learned for the SATs and forget about them. Your readers want quick answers and solutions; they don’t want to marvel at your extensive vocabulary.

2.  You have to focus on promotion

If you’re going to put a whole bunch of time and energy into creating quality Web content, you’ve got to get everything you can out of each piece.  That means you need to find new ways to promote everything you publish.

Sharing links on your Twitter and Facebook pages is a good start, but remember, this is the future we’re talking about. You’ve got to expand your promotional efforts to include things that are specific to your niche.

Like what?

If, for example, you’re targeting small business owners, places like Biz Sugar, the OPEN Forum, and Share Bloc can be a gold mine. Each one is chock-full of small business owners trying to learn more so they can offer more to their customers. If you share great content with the people on these sites, they’ll view you as a bonafide expert. Plus, you’ll be able to get your name out there — all without having to rely on Google.

3.  You have to measure your progress

Even the highest-quality content and the best promotion aren’t enough to succeed at content marketing in 2014.  If you really want to set yourself apart, you need to know exactly how your content is being received.

Don’t worry, you don’t need to go out and spend an arm and a leg on fancy analytics software to measure your progress.  Instead, just be observant.

For example, which blog posts generate the most comments?  Or, which of your articles fetch the most re-tweets? The answers will tell you which subject matters are most important to your readers. They’ll also tell you which pieces people were fascinated enough to read all the way to the end. (After all, would you share something or comment on it if you zoned out during the first half?  No way!)

4.  You can’t avoid it, no matter what kind of business you run

Lots of brick and mortar business owners seem to think content marketing is something that only online businesses need to worry about.  However, that couldn’t be further from the truth. These days, the vast majority of customers head online to check out a business before they call it or visit it in person.  So, if your potential customers are going to be checking you out on the Web, you need to make sure they find good things.

For example, if you run a local hardware store and your blog shares easy DIY tips for homeowners, the people who are checking you out online are going to see that you REALLY know what you’re talking about.  That will make them much more likely to get in the car and head to your store.  After all, if they have a question or a problem, your employees will likely have an answer or a solution.

5.  You can’t afford to cut corners

Unfortunately, the corner-cutters who rely on cheap tricks and automated gimmicks are coming with us into the future.  These people know how important a solid content marketing strategy is, so they’ll look for ways to try to reap all the benefits without doing any of the actual work.  They’ll continue to use spinners, unqualified writers, and any other cheap trick they think will help them manipulate the system.

Luckily, they’ll fall off the content marketing map in 2014.  If nothing else, the content marketing surge has set the bar higher.  Business owners are doing what it takes to publish quality content — and more of it — so the corner-cutters will find themselves even further behind the curve.

Remember, readers want legitimate answers and solutions. With so many businesses doing content marketing the RIGHT way, readers have the power to simply ignore businesses that don’t provide what they’re looking for.  After all, there are, literally, millions of other businesses to choose from.  Why would a reader waste his time with a wannabe, when he can deal with a somebody?

resource: http://www.sitepronews.com/2013/12/31/content-marketing-2014-five-things-need-know-succeed/

8 Quick Content Ideas to Inspire Your Business Blog

Fresh, engaging content is constantly stressed as one of the most important aspects of Internet marketing. It’s great to have a blog for your business, but you’ll only reap the benefits if you post frequently and post new ideas. Nobody will want to look at your blog if you don’t update or if you’re writing the same things as everyone else.

Coming up with content ideas for your business blog can be difficult and tiring, but it doesn’t have to be. TopRank created a BigList of the Best Online Search Marketing Business blogs, and looking at these blogs can give you some inspiration for content for your own blog. It’s important to focus on presenting or repurposing content in new ways that are exciting and engaging for readers.

After scanning through the list, I found a few of my favorite examples that can help you break down how to create interesting content for your business blog:

1. Write a weekly roundup post. There are multiple ways to do this, but it’s a valuable way to add a modern element to your business blog through sharing weekly industry news. You can choose to break the post into chunks, and discuss the top industry news of the week in each one. Or you can link to your favorite articles that were written throughout the week, which can help boost your connections with others in the industry.

2. Expand on your comments. If you’re struggling for blog post ideas, look no further than your own blog comments! If you’re prone to leaving meaningful comments on news sites and other blogs in the industry – which is a great way to boost your visibility – scroll back through these comments. You’re more than likely to find brilliant ways to expand those comments into full-blown blog posts – and once you’ve written the post, you can then link to it in the comment section.

3. Fix your readers’ problems. While this type of post is similar to an FAQ post, it gives you a chance to go a little deeper and address broad problems your consumers might be facing in the industry. For example, this post addresses four SEO nightmares and comes up with solutions for readers. The author is relevantly addressing common problems the audience might deal with on a daily basis. This type of post will help you frame yourself as a valuable source in your industry and a place readers will want to continually turn to for knowledge.

4. Collect tweets. If you’ve already written and published a lot of factual, in-depth posts on your business blog, why don’t you try including an opinion piece? This will freshen up the types of posts from your business, making it easier for your audience to connect. Try compiling a list of opinions on a certain issue – by listing or taking screenshots of tweets regarding the particular issue, you’ll provide your readers with access to the bigger picture of what others are saying. This will also show that you’re paying attention to social platforms.

5. Make a how-to video. Every consumer wants to read about inventive ways to use your products. If you want to write a how-to post, break it into steps and make it visually clear for readers. However, video can make the how-to come to life for your customers. If you’re an SEO company, you can film a user’s Google search process, adding color, thought bubbles or screencasts to show the importance of page rank in a fresh way. Try using Vine or Instagram, so you can connect with social platforms and make your post more interesting.

6. Hold interviews. Interviews, whether you present them in a video or transcribe them into words, will allow readers to learn about other angles to your industry. For instance, you can try interviewing one of your employees to give a behind-the-scenes view of your business. You can also interview a fellow industry leader and start a back-and-forth discussion. Either way, interviews can give your readers a wide array of insights and viewpoints.

7. Host a webinar. If you want to create a post that gives readers facts and breaks down a serious topic of discussion, try developing a webinar. This webinar discusses common SEO myths, while holding point-counterpoint discussions. Webinars are an effective way to let readers see all sides of an issue, so they can form their own opinions – and hopefully share them with you by commenting on your blog post!

8. Answer questions. An FAQ post is a common idea, and while you can easily get questions from your customers or by talking to your sales staff, try looking at a site like Quora to help you learn about what people are asking on social platforms. Then, compile the questions and answer them in a blog post. This shows you’re paying attention to what’s happening throughout social channels, and you’re creating content that is focused on the current questions and concerns of your audience.

Visual elements, such as video or info-graphics  are always quick and simple ways to make your business blog more exciting. Don’t be afraid to look at what other blogs are doing to attract readers or lists like the one TopRank created. And do whatever you can to create posts that address a real, current issue among your readers. Posts like this will help you achieve the best response.

resource: http://www.sitepronews.com/2013/10/17/8-quick-content-ideas-inspire-business-blog/

New Lessons in Creating Unforgettable Content

Looking at today’s mass media can be a depressing. We live in an age when CNN makes Miley Cyrus’ twerking a cover story. Sites like Buzzfeed flourish by publishing “articles” such as 24 Inspiring Photos of Pigeon Street-Style. On the surface, it appears as though the internet is nothing but a rehashed version of a shallow gossip mag.

Thankfully, that’s only an illusion. Because the web is, in essence, a comprehensive library for all of global consciousness, it’s natural that some questionably valuable content be at the forefront. Not every site rising in the popularity ranks leaves us questioning the validity of evolution, however; some support the notion that great content can truly equal huge success.

Can Positivity Finally Rule?

Many have lamented for years that mass media content – online and off – almost always maintains a depressing tone. Yet few sites have attempted to quell these concerns by presenting positive and intelligent spins on current news stories, and even fewer have seen any level of success. That is, until now.

Cue Upworthy, a ridiculously savvy and upbeat news site that is exploding onto the scene. Launched in March of 2012, Upworthy has a familiar news model, with a twist. The site’s “curators” search for fascinating content on the web, and then present it with immensely articulate and witty insight. Unlike Buzzfeed’s obsessive, regurgitated lists, Upworthy takes the unusual and interesting, and tells these stories from a whip-smart, and upbeat, perspective. It’s wonderfully refreshing, and catching on like wildfire.

The Upward Climb of Upworthy

Since its conception, Upworthy’s stated mission has been to “host the intersection of the ‘awesome’, the ‘meaningful’, and the ‘visual.” The site has significant know how in the form of its founders, too. Co-created by Peter Koechley, formerly of The Onion, and MoveOn.org main organizer Eli Pariser, they made it their mantra to only publish content with heart, meaning, and significance.

These are subjective terms, sure, but it’s easy to argue that articles like What the Future Might Look Like if We Don’t Push for Gun Control (a top story at the time of this writing) easily trumps the value of Miley’s offensive dance moves.

The public seems to agree. In just over a year, Upworthy has hit several significant milestones. They’ve seen over 30 million unique site visitors, with an impressive 6+ minutes average time spent. They have over 3 million social media subscribers across all networks and newsletters, and their content accounts for one fifth of all social signals that social measurement company SimpleReach measures – that’s from a pool of over 5,000 publishers.

Late last year, they also received $4 million in financing from some major social media players, namely former Facebook executive Chris Hughes and Reddit co-founder Alexis Ohanian. Upworthy is definitely on the upswing.

How Upworthy’s Success Can Inspire all Content Marketers

There are many fantastic lessons the rapid popularity of Upworthy can teach all content creators about how to play big, play fair, and come out on top. Their rapid rise negates all those that lament that only the content scrapers, negative ninnies, and SEO black hats get their just desserts. Good guys finish first sometimes too, and you can follow suit by absorbing these teachings:

Keep content fresh: Upworthy posts new goodies daily, thus pleasing people and search engines equally.

Quality definitely, definitely trumps quantity: You won’t see archives of endless posts from Upworthy, but what you will see is a nice bundle of articles or videos you actually want to read and watch.

Headlines are crucial: skim through the various content titles, and you’ll find snazzy headlines like “Who Doesn’t Like to Watch Half-Naked Girls Dancing? These Guys, After They See Why It’s Happening” and “Dear Religious Extremist: The Cameras are Staying, and That’s Final”. These are anything but the typical mundane openers, and they’re enticing readers to click in droves.

Social signals matter: Upworthy heavily encourages users to link to their content through social networking sites, calling their business a “mission-driven media company.” According to Scanvine, Upworthy is now the number one most shared website on all social media channels. This is a major factor to their seemingly overnight success.

Venture beyond the usual: In the words of co-founder Pariser, “We go for visible, sharable stories and really stay away from doing more typical, text-driven articles and blogging. We lean into images and videos.”

Have a brand identity: Upworthy is not afraid to let their curators voice strong opinions, but it’s done so with a consistent overall identity. Editor-in-Chief Koechley states that, “What’s important is that the content itself, the message itself is ‘upworthy’ and not a blatant play to cover up what the company is about. I don’t think we’re going to work with Chevron CVX +2.69% saying what they’re doing is great for the environment.”

Adhere to honesty, and a commitment to the community you serve: Upworthy never hides the fact that the content they present is normally gathered from other sources. Pariser explains it this way: “A lot of organizations and brands come to us with content that’s upworthy. There’s an opportunity to do right by them and by our community as well by elevating that content to our audience while being really transparent about the fact that it’s promoted.”

Distribution is critical: While great content is obviously a focus, Upworthy puts just as much, if not more, effort into intelligent distribution efforts. As Koechley told VentureBeat, “Having good content doesn’t mean anything if you aren’t actively trying to get people to see it.”

The explosion of this savvy media site is indeed great news for all those content creators who have never given up on quality. The web will likely always have a soft spot for celebrities and their embarrassing habits, but there’s a huge market for intelligent and world-changing content as well. Let Upworthy’s success inspire you to reach new content and marketing heights too.
resource: http://www.sitepronews.com/2013/09/06/new-lessons-creating-unforgettable-content/