backlink strategies

Backlink strategies are a two-way street. When you do them well, it brings more traffic to your website and you’ll rank higher on search engines. At the same time, you’re doing audiences a grand favor because they’ll find your website faster if that’s the kind of content they’re looking for. In the eyes of Google, links are still their #1 ranking factor. You’re not likely to have success attracting an audience if you’re not using link building strategies. Backlinks link relevant pages together which is what creates “the web.”

Search engines crawl your pages looking for links and if they like the types of backlinks they see, your site gets to move up the ranks. That’s the best reason to get backlinks and use them wisely. 

How to Build Backlinks that Move the Needle

While link building tactics are effective digital tools, not just any links will do. When using links, favor quality over quantity. It’s better to have five high-quality backlinks than to have a low-quality link in every sentence. 

Here are some tips on how to create genuine backlinks. 

  1. Use backlinks from trusted, authoritative websites.
  2. Use a branded keyword in your link’s anchor text.
  3. The topic and site that links to your page should have a connection. 
  4. Be cautious of links with a no-follow tag. 
  5. A high-quality link hasn’t linked to your site before. 

How do you define a trusted, authoritative website? If you show content about a notable person and you could choose a site like CNN or a site that has a reputation for gossip and assumptions, the CNN link is going to have more authority. Your audience will recognize the difference. More importantly, Google will recognize the fact that you’re serious about the sites you link to and they’ll reward you by sending more traffic your way. 

One of the ways I’ve been successful and continue to do well is to become a contributor for well-known sites. This strategy isn’t as difficult as you might think. When you have a great idea, pitch it to editors of authoritative sites. Add an article to your Linked-In page. My best advice is to keep your content interesting and more opportunities to do link building through guest blogging will come your way. 

Earning backlinks takes a little of your time, but if you can land a spot as a contributor for Forbes or another notable editorial, it’s a giant step towards opening doors to other quality sites. Some of the sites have specific rules and policies that you have to abide by, so be sure to read them carefully and stick to them when using guest post backlinks. 

Another way that I’ve found that’s pretty easy to use backlinks is by becoming a source for journalists. HARO (Help a Reporter Out) is the Tinder of public relation sites. Here’s why I like it:

blogging for backlinks
  • It connects people like bloggers and journalists with others like you who need links and exposure.  
  • It has options for free and paid subscriptions.
  • It’s easy to register as a journalist or a source.
  • It works two ways-journalists can find you and you can find them.

Depending on which plan you choose, you’ll get snippets of content that journalists are looking for an expert on, and they’ll be able to find your profile as well.

Everyone has a story to tell and you’d be surprised how many people tell their stories through blogs. As I have vetted writers, I’ve found that some of them have a blogger network. I’ve successfully built links on a certain topic using the writers’ blogger networks which resulted in increased organic growth and backlink acquisition. I can offer these tips:

  • Allow room in your budget for working with bloggers.
  • Stick with blogs that have good domain authority.
  • Dedicate a portion of your marketing time to this effort.

If you’ve ever typed a question into Google, you might get a link to an authoritative site like Quora, where people ask questions and others answer them. The more votes that your answers get, the higher your answer will rank in the search results, and your referral traffic will increase. Try these tips for lots of votes:

  • Dig deep and think about what the asker really wants to know.
  • Provide an extensive, well-thought out answer.
  • Keep your answer relevant to the question.
  • Avoid giving a copied and pasted 1-2 sentence answer with your link.

Before all the Google algorithm changes, digital marketers added their links to as many directories as possible. The new algorithm is more complex which means that marketers need to change their approach to this strategy. Web directories have also changed their format to include more detailed review sites. I’ve created local directory pages and the reviews has helped to boost traffic.  Here are three of the sites that will help direct traffic to your site:

  1. Google My Business
  2. Yelp
  3. BOTW (Best of the Web)

People may be mentioning your website or product without you knowing it. Don’t let this be a missed opportunity for getting more backlinks. I like to use a tool called Backlink Profiler to find sites that mentioned my website. For those that haven’t already linked to my website, I reach out to them and ask them to add my link. It’s one of my favorite backlink strategies for building links to my website. 

One of the great things about using backlink strategies as link building techniques is that they give you a lot of flexibility in your digital marketing planning. Follow the tips and techniques listed here for the best of success. 


using schema markup

In building your set of marketing tools, don’t limit yourself to the things that are fast and easy. One of the most misunderstood tools in digital marketing is schema markup. Schema markup for SEO is a powerful marketing tool. I have a couple of theories on why marketers are missing out on this valuable SEO technique.

  1. Marketers are unfamiliar with some of the terms, causing them to feel like it’s a strategy that’s just out of their league.
  2. Marketers feel that setting up schema markup is more of a developer’s job because they’re more familiar with coding.

While it pays to be somewhat familiar with coding, the program at does most of the work for you as a structured data markup helper. If you’re ready to venture outside the box, schemas can organize your content in an informative way, attracting internet searchers to your site.

What Is Schema Markup and Why Is It Important?

Over 10 million sites use schema markups to enhance their SEO efforts. The top search engines like Google, Yahoo, Bing, and Yandex first started collaborating on the development of in 2011. Now those same search engines are using schema markups to create rich, extensible user experiences. Schema markups give context to the content for non-human readers as in search engines.

Schema markup for SEO is a code that can be used with three systems:

  1. RDFa
  2. Microdata
  3. JSON-LD

Schema markups respond well to machine learning artificial intelligence systems like RankBrain and Hummingbird. Machine learning is a digital process where computers learn what to do next from things that have already happened, rather than people telling computers what to do. RankBrain is part of Google’s overall search algorithm, which sorts through billions of pages and selects the most relevant sites for various searches. Google implemented Hummingbird in 2013 which is also part of their algorithm. Hummingbird is designed to pay attention to each word in a query to get the whole meaning and direct searches to sites in the fastest, most precise way.

When you add schema markups to a webpage, it automatically crafts beautiful, well-organized content in the search results, which is commonly known as a rich snippet. The result will rank well in RankBrain and Hummingbird.

One of the great things about schema markups for marketers is that you don’t need to know coding to use it as part of your overall marketing plan. I have found that it helps to have somewhat of familiarity with what goes into schema markups.

That’s all you need to get started. When you’re ready, go to and they’ll walk you through the process.

Different Types of Schemas to Enhance Different Types of Products

To better understand schema markups, it helps to put yourself in the internet searcher’s shoes. For example, let’s say you’re looking for a crowd-pleasing salad recipe for your upcoming Fourth of July barbecue. Things that might be important to you are ratings—you want your guests to love it! You’ll want to know what ingredients you’ll need to buy, how long it takes to make, and how easy it is to prepare. Would you choose a recipe that had all that information in the search result over another result that told you very little about the recipe? Of course, you would. That’s how schema markups work.

The first step in setting up a schema markup is to identify the itemtype. Here are some of the most common schema types:

  • Recipes
  • Events
  • People
  • Products
  • Businesses
  • Organizations
  • Reviews
  • Videos

Schema Markup Format

You’ll need a bit of help from a developer if you’re using microdata or RDFa formats. With JSON-LD, you can do it yourself. Copy and paste the markup provided by Google for the correct item type, and then build on it as you like.

Use the markup to update the information with the relevant information about your business or website. After you’ve completed your markup, you’ll want to view it as it will appear in search engines. You can do this by dropping your JSON markup into the Structured Data Tool by  Google. The tool will highlight any errors in the code, so you can fix them before you publish the schema markup on your site.

I can offer you this helpful tip—if you get an error message, it’s almost always related to one of the following three factors:

  1. Missing a comma-(,)
  2. Missing a square bracket-(])
  3. Missing a brace-(})

Use commas for listed items in your markup. You don’t need a comma for the last item in any list.

Braces are those wiggly brackets. Use them when you’re ending or beginning a list. You will also use braces for nested lists of properties like the separate parts of an address. You’ll also use braces to wrap your whole schema in.

Use square brackets to enclose lists of values. A good example of this is if you’re listing your business’ hours of operation. Enclose the days of the week that you’re open in square brackets.

Once you’re sure that your schema markup is complete, you can ask your developer to upload it directly into of the HTML of your site. If you’re using JSON, you can add it yourself using Google Tag Manager.

If you’re not using schema markups, it’s worth stepping out of your comfort zone and giving it a try. Schema markups are sure to take your marketing strategy to the next level.

micro-moments in digital marketing

With mobile-indexing search at the head of Google’s ranking system, having the best mobile-friendly and optimized website is crucial now more than ever. To keep up, focus on creating the best micro-moment with these tips.

What Are Micro-Moments?

A micro-moment is a fairly new internet term. To sum it up, any time someone uses their mobile device to make a quick purchase, research something, or find a local business, that is a micro-moment. Almost everyone with a smartphone has looked something up while in the middle of a task, and it’s in these moments that people are most prone to make their decisions and perceptions.

Micro-Moments in Digital Marketing

What are micro-moments in marketing and how can you use them? Well, a micro-moment is all about user intent, and in order to meet that expectation, you’ll need to optimize your content for those quick Google moments people have throughout the day. A well-crafted micro-moment SEO plan will help solidify your rankings this year.

Internet Lingo

In order to help your audience quickly digest your content, you will need easy-to-read copy and blog posts. Not just that, but you will want to stay current with the internet lingo and what people are talking about now. It may even help to get a quick idea or emotion across by using an emoji or funny image with your content.

Emotive, catching text and visuals are important in defining your content and brand. Aim for those viral moments of video and imagery in your copy and blogs. Encourage reaction by asking open-ended questions and having a call-to-action towards the top of your content, in plain view. Keep the ability to share in mind, as those micro-moments are as easy to share.

Use conversational language that invites the reader in and helps answer any questions they might have. Keep in mind why people have micro-moments: they want to learn, do, see, or find something important to their search, so make it a point to answer questions related to those activities.

Time is Money

Micro-moments happen in bursts of intent. When people search for something, they want a quick and informative answer. Most likely, any solution or response that lasts longer than ten minutes won’t be the reader’s choice, so you will want to keep the internet’s notoriously short attention span into consideration. Don’t just keep the content short, though; keep it concise without losing too much information. You want to answer your reader’s questions as fully and with as few words as possible.


From another angle, you’ll want your content to stay timely and relevant. Keep up to date with holidays, news, and current trends in your field. Current searches don’t favor old results. This also includes current lingo and viral culture, as these trends seem to come and go in an instant.

Choose the Right Community

Choosing a niche of focus can be difficult. On the one hand, it can help to narrow your own scope of relation by keeping your content relevant to a couple of tags or trends on the smaller scale. Don’t aim too small, however; you want to find a sweet spot where your content won’t be looked over while still having enough readers for it to matter.


On the other end, you may consider tapping into the active and thriving communities of some larger tags or trends online. Your content may become bogged down by the wave of other posts, but these categories are popular for a reason. People are browsing in those key areas, and if you post to trending topics, it may help gain an audience.

Micro-Moments Take Away

Micro-moments in digital marketing are a new and complex strategy, but you can reach better SEO results with these tips. Mobile-first indexing has picked up on shortened audience attention spans, and micro-moment SEO is your way to work around it. Use micro-moments to win the shift on mobile and stay ahead of the game.



Caring People Case Study

I used to work in the health care industry. I was the Digital Marketing Senior Manager at Caring People Inc. A home care company that helps seniors with daily living at home for over 20 years. Caring People offers personalized service in a very competitive market across four states. People often called-in at times of crisis – trust is the #1 priority on how we communicate to prospects online.


The challenge:

When I started to work for Caring People, the website was out of date, hard code. There was no content marketing in place and no strategy to generate leads. I started the digital marketing department and I was one team for all SEO, PPC, Email and Social Media.

Healthcare was a big challenge for me because my previous position was in e-commerce. I had to learn a new industry, educate Caring People CEO and stakeholders, and convince them to invest in digital marketing initiatives. I also faced another challenge since the sales team did not understand the value of digital. Therefore, I had to show them a new way to work with me as a team.


The Solution:


I suggested to create a new website. While the developers were working on the new website, I planned the strategy. I put a content marketing and SEO plan together. As a result, I created hundreds of local listings and more than 100 new blogs. I used long forms and topic cluster approach to earn competitive keywords. I also invested plenty of time vetting writers that had experience in the health care- senior industry. Finally, I also created SEO guidelines for the writers.


I started a competition with the sales team to collect reviews because I knew how powerful they are for local SEO and for generating leads, especially in health care. Furthermore, I created the buyer personas that were only three in caring people’s case. In addition, I migrated the old site from HTTP to HTTPs successfully.  After the website was launched, I implemented the content marketing strategy by posting amazing regular content with videos and infographics.

Banklink Strategy to Increase DA and Traffic


Furthermore, I created a backlink strategy that allowed me to earn hundreds of backlinks. The website was earning between 30-40 backlinks a month.

earned backlinks

The backlink strategy helped to increase Domain Authority- bring more traffic. As a result, Caring People generated double leads that before starting the backlinks strategy.

Finally,  started a geo-targeted PPC campaign and used social media to amplify the content. Then, I set up an email marketing to follow up with organic and paid leads.


The Results:

healthcare digital marketing

After a few months that I launched the new site, I earned several Google Quick Answer Boxes for Caring People. I increased leads by 100%, the blog increased in 3 months, visits to 140% and Page Views to 150%. The organic channel grew at a much faster pace than all the other channels. I focused on organic traffic through content by using the BrightEdge platform. This helped me to get great keyword ideas for my content and for On-Page SEO.


healthcare digital marketing strategies

I put Caring People on top of their competitors in search results. I also beat huge franchises with content marketing strategy for being well planned and implemented. Finally, one of my long-form content went viral and a group of corporations that wanted partnerships with us. Moreover, I worked together with them to create a new infographic in English and Italian for the European market. As a result, my piece earned hundreds of backlinks from reputable sites.


healthcare content marketing strategy - Case study

Caring People doubled their leads; its blogs increased exponentially in traffic and the brand received recognition across the Internet.


SEO Industrial Case Study

Engineering Specialist, INC (ESI) is a metal Stamping company. ESI is in a very competitive industry. The client goal was to increase their metal stamping services leads. It is a huge local and nationwide competition in this industry. ESI traffic has been growing consistently but I need to do more to generate the leads that the client wants. 

The Challenge

Metal Stamping keyword has a Search Volume of 27,100 per month and a Search Engine Result Pages (SERPs) of 54’200, 000. To rank, this keyword was very challenging. I needed to get rankings without creating any backlink. I took the Topic Cluster approach for this client because the website already has several articles related to the topic “Metal Stamping” 


The Solution 


Websites that are authoritative in a topic have more chances to get high ranking in Search Engines. Creating a page that covers a topic completely and having extra resources that explain each part of the topic can help your site to escalate to position #1 in Google. Keep in mind to create great content. I researched the competitors and I created better content on the topic. I knew the steps to follow to get these results. 

It was a big challenge to earn this position because metal stamping is a very competitive keyword, but with a well planned and executed SEO strategy. As a result, I put my client in position #1 on Google in a short time without any backlink. ESI has been in #1 for several months. 

  B2B for the industrial Case Study


How I did it? 


I created a Pillar page with the long tail keyword “what is metal Stamping” and I used as an internal link from the existing related articles that are part of the metal stamping process. I started crawling the site to visualize the content assets. I usescreaming frog and I filtered the results by Title. I could see that the website already had many blogs about different parts of the process of metal stamping but it was missing a hub – pillar page to introduce the broad topic of metal stamping and explained it indepth. Then, I decided to create the pillar page and do it better than any other pages ranking in the top SERP. 

From the existing content, I reviewed blog by blog and I disablethe internal links that were pointed to other pages, and I only created internal links to the pillar page. I wanted to create a clear path for users and search engines. Furthermore, I not only create a kickass content but I also provided relevant links that users can follow (click) and learn more about each step of the process. This path shows to Search Engines that ESI is a leader company in Metal Stamping and allowed me to earn many other long tail keywords related to the services that ESI offer (metal stamping) 

Google #1  

The Pillar page structure: 


  • 2000+ words length 
  • I have used long tail, User intent, and LSI keywords as sub-headers. 
  • I have avoided big chunk of content 
  • I used bullet points across the article 
  • I used images with alt tag 
  • I used Cluster pages as internal links (only related to the topic) 
  • I added Reputable sources (external links with no follow tag) 
  • I have written an SEO Title 
  • I have created a Meta Description 
  • I have added  a White Paper for Lead Generation 


Backlink Acquisition to Move The Needle

I also create a backlink strategy that helped my client to outrank the competitors. Publications in High DA made a big difference.

Backlink Strategy


The Results 

 After a few days that I published the pillar page “what is metal stamping” 

I obtained the following results: 


  • #1 in Google in a couple of Weeks 
  • 123% increase in Organic Traffic 
  • 3 min average page-view 


SEO Industrial Case Study

The pillar page is the second top page visited on ESI ‘s website after the home page. The page view time has increased almost double the industry’s benchmark.