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Content Marketing on the blog

This is a fascinating time to be working in the field of marketing. Technology has given us so many interesting options to market our brands and attract our target audiences. One of the things that I love most about my job as digital senior manager for a senior home healthcare company is that the services we provide are very personal. Technology is advancing in ways that help me infuse my company’s message of providing personal care into our digital marketing efforts.

Blogs are a good start toward educating our audience about the benefits of in-home care, but that isn’t enough. We want our customers to get a sense of caring even before they decide to work with us. and infographics, provide a foundation for building that personal relationship.

I have used many different formats of content marketing in my digital marketing strategy, including articles, infographics and videos. Content marketing has helped my company strengthen our brand, earn natural backlinks and increase organic traffic.

Modern content marketing repurposes digital marketing.

When digital marketing became vogue, it was all the rage to maximize keywords to win top SEO rankings. Today’s content marketing approach ties many forms of digital marketing together in a cohesive way. This concept requires bringing people with many different skill sets together.

Our marketing team consists of people who are skilled in production, content distribution, branding, optimization, advertising, social media and analytics. Their combined talents create a synergy that unites our message across content marketing channels. These efforts work together not just to attract our target market, but to actively engage them and interact with them in a personal way.

Content marketing involves telling stories that help people relate.

Some people within our target audience are looking for information about our services. Scheduling in-home care is new territory for many of our first-time customers. That’s why we post blogs on informative topics, like health concerns, costs and more, to help them reach a comfort level with our services.

Our audience also wants to read facts about senior in-home care on the fly and in a succinct format, so I added colorful, well-designed infographics to our content marketing plan. Infographics are eye-catching and jam-packed with useful statistics that keep potential clients engaged and wanting to learn more.

One of the hottest new trends in content marketing is short, informative videos. This is one of the best ways to establish a personal connection with your audience. Through our videos, potential customers see people who are the same age and in the same stage of life. Our videos demonstrate to them that they are not alone in needing a little help or in asking for help for a loved one. Videos engage our audience because they get to see the types of services that we provide in action and how they provide a sense of comfort, help and relief to our customers. Our goal is to create a beautiful picture of how helpful our services could be for them. Video is also a good format for sharing testimonials. If your existing customers are willing to share the positive experiences they’ve had, include their testimonials on your blog, infographics and website.

Content marketing successfully delivers our message of caring for people across multiple digital marketing channels. Through collective and consistent messaging, our clients learn that they can trust us to deliver the personal care that our branding projects.

Content marketing is getting smarter.

As a digital marketer, keep a pulse on new trends in marketing, especially regarding artificial intelligence, Siri advancements, virtual assistants and the Internet of Things. The future of content marketing is sure to be even more interactive. I’m continually seeking new and innovative ways to use technology to enhance my company’s branding efforts.

Content is a base that marketers use as inspiration for other marketing vehicles.

Content in a written format is no longer our company’s entire platform. It’s an integral part of our expanded platform. I consider written content a springboard for developing other forms of digital marketing media. The challenge is taking the best parts of written content and learning what other media formats can take it to the next level. For example, we use much of the same content in our free, educational blog posts as we use in our ebooks. We may highlight the value that our service brings in other formats like infographics and video. The overall results bring the highest level of communication and engagement to our brand.

Moving from digital marketing to content marketing is only the first stage in marketing strategy. Advancements in technology will guide the direction of the next phase of content marketing. As a dedicated marketer, I’ll be on the lookout for the skills that our agency needs to keep our marketing efforts fresh and relevant. One thing that won’t change is my commitment to content marketing that keeps our target market connected in personal, caring ways.

Developing A Marketing Plan

During my tenure as a marketer in the senior in-home healthcare field, I’ve learned that aging adults want to live in the comfort of their own homes for as long as they can, and their adult children would be happy to be their caregivers if they weren’t so overwhelmed by their duties.

Where did I learn all this? From our clients.

In my role as the digital senior manager for a 24-hour senior home-care company, I’ve taken feedback from clients and used it to develop our marketing plan.

Use client feedback to develop a marketing plan.

Your salespeople interact with clients and prospects every day, so you can leverage their knowledge base to access client feedback. I have a weekly call with our sales team when they share insights about our clients. We talk about challenges and look for solutions. You should keep your sales team engaged and updated about what you are doing so they know what to ask and can address client challenges. We engage our sales team with a monthly newsletter and internal contests.

Also, you can develop a marketing plan based on buyer personas. We have multiple buyer personas: the adult child, the referral source (social worker), and the senior who oversees their own home-care plans.

Here’s an example of the information we’ve used to create a buyer persona for adult children caregivers: We heard the concerns of family caregivers when they told us that the requirements of taking care of seniors are more demanding than they could have imagined. I’ve seen the adult children try to do it all – provide quality care to their aging parents while managing their own family and affairs at home. Adult children of aging seniors are exhausted and burned out, placing their own health at risk. Not knowing what to do, they get their own families started on the day, spend the rest of the day caring for their parents, and return home in the early evening to tend to their own families. Before long, chronic stress and fatigue set in and they’re ready to throw up their hands and seek out alternative means of care.

Keep an eye on trends and practice active listening. 

As a senior in-home care marketer, I keep my eye on trends in senior care. No matter your industry, attend webinars and read publications. There are many resources available to stay on top of trends that will impact your marketing efforts and your ability to help your customers.

Another key to learning about the types of products and services your target audience needs is practicing active listening skills. For example, I listen to family caregivers and steer them toward the funding sources that they have available to them. Most people are familiar with some of the more common resources like Medicare, Medicaid and Veterans Benefits, but those programs don’t help everyone or cover all services.

Learning more about a family’s circumstances tells me whether they have a life insurance policy with accelerated benefits or a long-term care insurance policy that allows flexibility of funds to be used for in-home senior care, and I can use this information to better advise them on their options.

Feature success stories and educational content.

Listening to our clients as well as the families and showing them how they can arrange for in-home senior caregiving helped us to develop a marketing platform that quickly directs senior caregivers to the services they need most. And with the launch of our new website, we can share our successes with prospective clients.

To optimize your website for conversions, you can create a success stories page to feature successful testimonials from your clients. This is a great way to convert website visitors into customers.

Educational content that answers frequently-asked questions is another way to appeal to potential customers. We are working on a price page to educate people about the cost of home care. This page will show referential price depending on the state. You can also build an online content library (with blog posts, articles and infographics) where users can navigate and find answers to their questions. After all, you are there to help!

The clients that I’ve worked with have taught me a lot, from how collective sibling agreements work when caring for aging parents to the unexpected demands of senior care. And by learning from them, I can constantly improve our marketing efforts to show how our services can be of assistance. That’s why you should always be listening to and leveraging feedback from your customers.

Topic Clusters Top Rankings

Marketers are always looking for strategies to gain top rankings in search engines. Just when you think you’ve tried every keyword and linking strategy known to man, the search engines change their algorithms. You find yourself going back to the drawing board to beat your competitors with a new strategy.

The latest algorithm updates put a new spin on SEO ranking. Keywords and linking are still relevant, but SEO is evolving and favoring a new model called topic clusters. Using topic clusters requires new ways of thinking about SEO. It also requires changing the architecture of your content.

Why Search Engines Keep Changing

Search engines keep changing because consumer behavior keeps changing. Technology is evolving, and consumers are evolving with it. They’re learning how to use it, which also means they are expecting more from it. For example, people are no longer putting the word “housekeeper” into the search box. They’re more likely to input a sophisticated phrase, such as “find me a reputable and reasonably priced housekeeper in Boston.” The customer will be looking for results that are accurate and relevant.

Every time there’s a change in consumer behavior, search engine developers get busy redesigning their algorithms to match consumer behavior. The Google Panda update in 2011 forced digital marketers to stop overusing keywords and start producing quality content. Some marketers thought that the Hummingbird update was the official switch to changing SEO patterns because it focuses on phrases rather than keywords.

In 2015, the RankBrain update broke the mold with a machine-learning algorithm that could understand phrases in search queries and put them together with the customer’s intended context. Google picks up multiple phrases and keywords from past searches on similar topics. In this way, the search engine “sees” what the consumer is looking for within the intended context. According to HubSpot research, after the RankBrain update, websites that had greater numbers of interlinks got better placements in search results. Sites with a lot of interlinks also got more impressions. 

Using topic clusters creates many interlinks. This new marketing strategy tells the search engine that you’re an authority on the subject because you have the highest quality of content, and it links to many other pages of high-quality content on the same topic. I like to think of topic clusters as spokes on a wheel. A single pillar page acts as the main hub.

Our pillar is in-home care for seniors. I set up several subtopics, such as senior care costs, quality senior care, care for Alzheimer’s and memory loss, etc. These topics form the center of the hub. Then, I expand on each topic with many more articles, linking each one to the center hub and to the others. A content hub about in-home costs for seniors might include interlinked articles about how much in-home care costs, how families fund it, how to blend family caregiving and professional care, and more. I then do the same with the other subtopics to create cleaner, more streamlined content architecture.

These topic clusters signal to the search engine that my company’s website covers our industry with a wide lens. It tells them that we’re a leading authority on in-home care. The result is that they’ll reward my efforts with a higher ranking.

Tips And Tricks For Topic Clustering

Try to keep the subtopic broad enough that you could easily add 30-40 posts on topics related to it. The topics that you add to the subtopic hub must have some type of connection. Each subtopic should cover one area of knowledge related to your industry. The interlinking topics connected by spokes (links) take your audience into greater detail.

Put solid thought into your subtopics. Are there any topics that you need to compete with other companies over? What do your customers need to know more about? Map out the problems that you know your customers have, and create subtopics around problems that you can help solve with your solutions. Take a look at your frequently asked questions to spark your imagination for even more topics. If your customers are asking the same questions, you need to create content to answer them.

Using topic clusters doesn’t mean that you should forget about other marketing strategies like keywords. I still use them in the content of the articles I create and add to the subtopic hub.

Looking Toward The Future Of Topic Clustering

Give yourself time to create new clusters for topics. A helpful resource for creating your new content architecture is to repurpose and revamp existing content. After it’s been on the web for a while, you can measure the results and restrategize if necessary.

Developers are also taking a look at how new tools can help website owners analyze and master cluster topic strategies. As a marketer, I look forward to these resources.

SEO As A Primary Marketing Tool

Paid advertisements have long been a staple of the marketing industry. Advancements in technology showed us how to organize content so that potential customers could more easily find our offerings on the world wide web. This began the great debate of whether it was better to attract customers by educating and enlightening them or by splashing attention-grabbing ads where they couldn’t miss them.

In my career as a digital marketer, I’ve learned the pros and cons of search engine optimization and pay-per-click through experience. Marketers can use both for any type business if they master one important concept — understanding why they need to put more effort and resources into one rather than the other.

Going Back To The Basics

SEO and PPC can complement each other nicely. Are you marketing a product or a service? How well-established is your business? I’ve found that answering these questions are good places to start when making decisions about which marketing approach is likely to be more effective, or whether you need to use some combination of both.

This is when it helps to go back to Marketing 101. Are you clear about who your target market is? Where will your potential customers be looking to find the products or services that you’re offering? What words would you type into the internet search box if you were looking for the same product or service?

PPC As A Marketing Strategy

PPC tends to work well for companies that are offering products. Paid ads also work nicely when you have a new angle or new use for an existing product or service. When paid ads are designed well, PPC helps attract new customers quickly.

PPC puts your brand front and center right at the top of your webpage. Google will typically show four paid ads on a desktop. Mobile apps leave room for three paid ads topping the page. Paid ads give you a lot for your money because they give you room for a brief written description and a few “sitelinks.” Sitelinks are subsections of your ad that will take your customers directly to a page on your website for locations, specials, blogs, news or your about page. PPC ads also allow you to select your target audience by day, time, location, language, previous visits and other important parameters.

You need to keep a tight handle on your budget when using PPC. Many clicks are bound to bring you new business, but they can also waste your budget. I’ve found that it’s important to set a realistic budget for paid ads and monitor them often.

Another nice thing about PPC is that analytics make it easy to see whether your PPC ads are effective in real time. Getting quick feedback helps me make decisions about pulling ineffective ads. It also gives me an opportunity to increase my budget for ads that provide a strong return on investment.

SEO As My Go-To Marketing Strategy

I tend to use SEO as my primary marketing tool. That’s because I’ve found that SEO works extremely well for our business, a senior home care company, as well as companies that are primarily service oriented.

Over time, I’ve worked diligently to build a strong brand within my company. My current goal is to keep the brand in front of our target market. I want to establish Caring People as the authority on home health care and continue to build trust and credibility in our brand. Organic searches deliver greater volume to our website than paid ads. SEO is the most cost-effective strategy for us at this time because content is working great for us.

Using PPC To Enhance A Strong SEO Marketing Strategy

I believe that SEO offers a better value for the home-care industry because we offer personal services. Our customers want to know more about our company before they’re willing to invest their money in our staff. Articles, reviews and positive testimonials are the key to getting clients to make that first call asking for more information.

Despite the fact that SEO takes center stage in my marketing plan, I still regularly manage a medium PPC campaign. I’ve found that adding PPC ads to my marketing strategy adds enough spice to our efforts to draw in some new clientele. I use PPC at various times to highlight certain campaigns or to tie our services into current events. For example, this year we had a huge marketing campaign for National Grandparents Day. In using SEO and PPC together, we get more clicks overall. Greater numbers of clicks lead to conversions.

As a rule, PPC tends to work better for e-commerce companies. SEO tends to work better for services businesses that want to keep their brand visible while getting new clients. PPC can strengthen your SEO efforts nicely and vice versa. Of course, there are always a few exceptions to the rule. After SEO and PPC, monitoring and analytics are your next BFFs.

How Digital Marketing Help your business

2 hours and 51 minutes. That is the amount of time that adults, 18 and up, spend on their mobile phone each day. This equates to almost 90 hours per month that each adult spends seeking entertainment, shopping, connecting with peers, and staying up-to-date on the latest news. It is more important now than ever before, for brands to understand how digital marketing can help their business. Deciding whether to implement a digital marketing strategy or not could be the difference between a company that fails and one that flourishes.

This article will cover:

  • What is digital marketing?
  • Why are businesses avoiding digital marketing?
  • Why is digital marketing important for businesses
  • Social media and digital marketing
  • The digital marketing numbers don’t lie
  • Digital marketing is more than social media
  • In Conclusion

What Is Digital Marketing?

According to HubSpot, digital marketing is simply a term used to describe a business online marketing efforts. Digital marketing is a form of Internet marketing that includes methods like:

  • Email marketing
  • Search Engine Marketing – SEO and pay-per-click advertising
  • Online Banner Advertising
  • Mobile App Markets – Apple and Google Play

Just like traditional marketing, it is all about connecting customers to a brand at the right place and at the right time. Sending traffic to your website via these tools can help turn a prospect to a customer:

  • Blogs posts and articles
  • Infographics
  • Interactive tools like Playbuzz
  • Social media channels
  • Logos and fonts that make up your brand
  • EBooks
  • Whitepapers
  • Reviews

Why Are Businesses Avoiding Digital Marketing?

Many businesses have chosen not to go the digital marketing route due to these three reasons:

  • They don’t understand it,
  • They don’t think their customers have gone digital and,
  • They’re up to their neck with customers

The truth is, while digital marketing may be complicated for a business owner who is not familiar with it, there are a ton of professionals out there who can assist. Secondly, the customer demographic is changing and today there are actually more millennials than baby boomers. Lastly, a business should always have a strategy in place to obtain new customers, even when they’re at capacity.

Why Is Digital Marketing Important For Businesses?

Digital marketing has the capacity to grow small and medium-sized businesses in a significant way. The evolution of technology has created a field of opportunity that at one point was only reserved for large corporations.

Today, small and medium-sized businesses actually stand a chance and can grow in a number of ways. The reasons why digital marketing is so important for businesses are:

Better Return On Investment

A small business may find it difficult to afford traditional media methods like television ads, but digital marketing is a much more feasible avenue. If a business’s website has a consistent flow of traffic and those visitors convert into sales, they’ll be successful. In fact, their success (and failures) can be more easily measured.

Digital marketing allows you to track and monitor your results, which is helpful when you’re deciding the method that works best for you. A company can determine their Return on Investment much more easily.

The Internet Will Be Everywhere

Researches have projected that there will be more than 20 billion interconnected devices by 2020. Businesses who are on board with digital marketing will have access to their target market in a way that’s never been seen before. Being prepared for ‘The Internet of Things“, or Internet connections via everything from cars to photo frames, can put even a small business in high places.

Digital Marketing Generates More Revenue Than Traditional Methods

According to Google, companies that utilize digital marketing methods have 2.8 times better revenue growth expectancy than those that follow traditional techniques. Small and medium-sized companies can expand their business to a global scale when revenue is plentiful. Matter of fact, they have 3.3 times better chances of expanding with digital marketing.

Gain Trust From Customers With Digital Marketing

Customers who interact with brands on social media trust them more because they meet them on a personal level. If you’re looking for food, you can head to Yelp or Google and read what previous customers are saying about a particular restaurant.

When looking for things to do, you can make a post on Facebook, and FRIENDS can tag their favorite hangout spots. Referrals from people we know hold more weight; so if your business hasn’t done so yet, park yourself in a digital space. Social proof and testimonials from real customers can give you exponential leverage.

Businesses Build Brand Reputation

The amazing thing about digital marketing is it can increase customer loyalty. When a business goes above and beyond for their customers, they’ll have no reservation in telling everyone about their experience. This also means if a business sucks at providing quality services, those customers will tell everyone about their experience.

Businesses that do it right can expect their customers to become brand ambassadors and reap the benefits of providing good service.

Social Media and Digital Marketing

Now that you have an idea of why digital marketing is important to businesses, it’s imperative to grasp one of the most important components of it. Social media is a component of digital marketing that falls under the Internet Marketing branch. Social media platforms include:

  • Facebook
  • Twitter
  • Instagram
  • YouTube
  • Pinterest
  • LinkedIn
  • And many, many more!

For a company to thrive in these platforms, they must understand the type of customers that frequent them and how to share the content. What a brand post on LinkedIn should be different than what is shared on Instagram, as that platform caters to users in a different way.

The Digital Marketing Numbers Don’t Lie

Businesses that use social media marketing methods successfully have the potential to grow exponentially. One way of being successful is by knowing the content your target audience wants and how to reach them on certain platforms. Some companies fare better on Pinterest, while others thrive on Facebook. Either way, people should be able to leave one platform and recognize your brand on another one.

The Most Popular Social Media Platform

At the end of 2016, Facebook had a whopping 1.86 billion monthly users and the number is growing! As their number of users grows, so do their advertising products.

Marketers may find it difficult to shy away from this social media beast given how big they are. Their Ads can be targeted based on specific information like:

  • Age
  • Education levels
  • Life events – marriage, new home, new car
  • Job title
  • Devices used
  • And much more!

Facebook also offers a variety of different Ad types, such as:

  • Link Click Ads
  • Video Ads
  • Boosted Page Posts
  • Local Awareness Ads
  • Offer Claims
  • And much more!

With the right process, a small and medium sized business can find prosperity on Facebook.

What Other Social Media Platforms Are There?

While Facebook is a giant, we can’t forget about these other very powerful platforms.

YouTube

The video platform, YouTube, uploaded their first video in April 2005, and has been growing ever since. Over 1.3 billion people use YouTube and almost 5 billion videos are watched on this platform everyday. A small or medium-sized business can use YouTube as a way to showcase quality content. Think about it – a six year old made $11,000,000 from YouTube in 2017, so it’s definitely a platform you don’t want to avoid.

Instagram

If a business is looking to grow on a global scale, then Instagram may be the perfect platform. 80% of their users reside outside of the United States. With the right Ad (thanks to their parent company, Facebook), a company can significantly increase their revenue.

Users frequent Instagram for the visuals, especially after the implementation of Instagram stories, so it’s a great way to show behind the scenes experiences at your company.

Twitter

Founded in 2006, Twitter has grown to be quite the micro-blogging platform. Users are only allowed 280 characters per tweet, so the content must be packed with a punch. According to Omnicore, as of January 2018, Twitter has:

  • 330 million monthly active users
  • 500 million tweets sent per day
  • 100 million daily active users

Users frequent Twitter for quick answers, tracking the news, and sharing their thoughts.

Digital Marketing Is More Than Social Media

While social media is a huge part of digital marketing, Search Engine Optimization (SEO), Pay-Per-Click (PPC), and email marketing should not be forgotten.

SEO Content Marketing

Digital marketers know that SEO and content marketing are usually spoken about separately, but the two actually complement one another quite well. SEO is the technique of getting traffic from the organic search results on search engines like Google, Yahoo and Bing. Content marketing, on the other hand, is the process of creating and sharing useful content to attract ones target audience. The goal with content marketing is to drive a customer to take an action, such as purchasing a good or service.

As recently mentioned, marketing is all about being at the right place at the right time, and SEO content marketing can assist a business in achieving that. If a customer is searching for “potatoes written with a Sharpie in cursive typography” and your content includes SEO keywords that align with that, then the listing will be seen right when the individual is looking for the information. This is pure gold!

While SEO is great when used correctly, it is not something that’ll happen overnight. The road to success with SEO can be a long one, but definitely worth it.  No one is going to complain about free and organic leads, right? Absolutely not! However, some companies may go another route to make sure they are still found on search engines, but it comes at a cost.

Pay-Per-Click

When advertisers pay a fee for every time their ad is clicked, this is known as pay-per-click. It’s a way of buying visits to your website instead of letting them come organically. For example, if someone is looking for “potatoes written with a Sharpie in cursive typography” and the right keywords are used, an Ad may show up in one of the ad placement areas. Matter of fact, the Ad might show up in the first top spot, making it one of the first things an individual sees in the search results.

Like SEO, keywords matter when using pay-per-click methods. The research process of finding the right keywords, setting up the right campaign, and being relevant, is extremely time-consuming. However, the benefits of getting it right could result in a $5.00 bid to your website becoming a $500 sale. With Google Adwords, if users find that your keywords and ads are relevant, Google will charge you less for the click.

Email Marketing

Contrary to popular belief, email marketing is far from going extinct. Businesses with the right strategy will be able to move subscribers from interest to purchase with a good sales funnel. There are three different types of email marketing:

  • Transactional – Providing customers service solutions
  • Relational – Nurturing a relationship with your subscribers
  • Promotional – Specifically for lead generation

In Conclusion

Digital marketing has the potential to help your business in a great way. With the ability to connect with customers expanding and with constantly changing technology, digital marketing cannot be something businesses can ignore. It’s not just about what you tell the customer, it’s about what a customer tells a potential customer. Understanding how digital marketing can help your business will keep you on the playing field.

Meta Description 

The use of (or lack there of) digital marketing for small and medium-sized businesses can be the difference between who sinks or swims. Read on to learn why digital marketing is important for your business!

Social Description

Did you know digital marketing has the power to level the playing field between large corporations and small businesses? Learn why it’s important to jump onboard the digital marketing wagon and how making the switch can grow your business exponentially.

 

What exactly is Anchor Text?

Anchor text is basically the text in a hyperlink that is usually underlined and blue and is clearly visible for you to click.

The Anchor text can give visitors and search engines important information about the links destination as well as its content.

What search engines do is they use anchor text that comes from external sources as a way to measure the way others view your page and the relevance it has. Despite the fact that as an owner it’s hard for you to control how other sites will link to yours, it’s still crucially essential to use anchor text in your own site that is relevant, descriptive and useful. Below you can see a target link along with an anchor text.

 

Types of Anchor Text.

There are different types of anchor text and it is important to keep them in mind. Here is a breakdown of those different types of anchor text:

  1. Exact match: An anchor text is considered an exact match when it uses keywords that are the same as the page that it is linked to. For example, if we have ‘seo writing’ linking to a page that covers everything about SEO writing.
  2. Partial-match: This is the case when there is a slight change or variation to the keyword that is being used. Such can be the case when using ‘seo writing strategies’ when linking to a page about SEO writing.
  3. Branded: This is when a brand named is specifically being used as an anchor text. Let’s say ‘Nike’ linking to an article in the Nike website.
  4. Naked link: As the name would imply, this is when we use the full naked link such as www.google.com
  5. Generic: The most popular case is when a generic term is used like: ‘click here’
  6. Images: If an image is linked, then Google will use the alt attribute on the image as the anchor text.

SEO Best Practices

When it comes to SEO, it’s always good to keep in mind the best practices not only to help the page get a better rank, but also to avoid penalties for over optimization. Therefore there are certain guidelines when it comes to best practices for applying SEO-friendly anchor texts.

Good SEO anchor text is succinct and completely relevant to the page it’s linking to as well as avoiding keyword-heavy text.

  1. Succinct anchor text:

    There isn’t a length limit to anchor text, but it’s best to keep the link as succinct as possible. The bottom line is. It’s important when picking the terms in your anchor text to consider two important factors:

First of all, what is the most accurate and succinct way to describe the page you’re linking to?

What phrase or keyword can you choose to get users to go ahead and click on the link?

Link relevancy happens naturally when pages are linked out to other relevant content on the web. There are two things that determine link relevancy:

 

  1. The topic which is on the source page
  2. The content which is on the anchor text on that page

 

  1. Anchor text keyword density

It’s important to highlight at this point that this is where we must consider Google’s Penguin algorithm update. This is because with this update, Google started to closely analyze keywords in anchor text. For example, if a sites inbound links contain the same anchor text, it may give the impression that the links are not natural.

Of course, it is important to use keywords in anchor text, but this must be done wisely using different strategies to avoid being penalized by Google for over optimization. Therefore SEOs will benefit from using a wide variety of anchor text phrases instead of overusing the same keyword.

Most importantly, when linking internal pages together, it’s best not to over do it with keyword-heavy anchor text. Google might find this as spam, thus risking they way your page would rank.

However, to go deeper into Anchor Text, it’s best to analyze how Anchor text is used after the Penguin Algorithm.

Anchor text after Penguin Algorithm

Long gone are those wonderful days in which you could go crazy with your anchor text. Back then you could perfectly use exact match anchors for your backlinks and you’d rank. But that was the main reason why Google had to change the algorithm.

In the beginning, the first Penguin update (2012) was the first major change that Google made to stop users from over optimizing and saturating their backlinks with anchor text. Penguin aimed at websites that were using spammy link building in an attempt to cheat the search engine. But how exactly did they know if a website was building spammy backlinks?

Well, the answer was simple. It was through Anchor Text. And that’s because it doesn’t make sense for a website to have all of its backlinks with the same Keyword. And what exactly is the process that Penguin uses to determine this? Here’s a breakdown on how Penguin does its job:

  1. The user builds a backlink.
  2. The backlink is then indexed by Google.
  3. This new backlink is put into a database for your website. This is commonly known as “link profile”.
  4. This process repeats itself thus creating a link profile that is easily analyzed by the algorithm.

In this case, the algorithm goes through your link profile to compare it to the keyword optimization set up that you have on-site. For example, if your page is optimized with the keyword “SEO writing” and all of your anchors are using the same keyword, you will definitely get penalized for over optimization. This type of activity represents two things for Google:

  1. You’re building artificial links
  2. You’re trying to rank with the keyword “SEO writing”

So remember. The formula to get a Penguin penalty is having an exact match anchor text along with keyword rich optimization. As long as you stay away from this kind of link building you’ll be fine and your page will benefit from it.

But what exactly can you do to avoid getting penalized and still rank?

The answer is simple. There’s a When and a How when using keyword rich anchors.

Following Best Practices when building relevancy

Best Practice 1: Anchor Text Percentages

While there are different views in terms of the percentage of the type of anchor text that should be used on your profile, one thing still agreed on by all SEO specialists. Which is the importance of branded anchor text?

If you don’t have a branded homepage profile, then a smaller mistake can result in huge penalization. Aside from the fact that this will definitely make your page difficult to rank, you’ll notice that your ranking will fluctuate daily making it difficult to maintain the proper relevance you desire. But following the best practices mentioned here will help you rank safely.

You can create natural inner page links with a branded anchor text despite your high margin of error. Once you’ve gotten this part clear regarding the importance of using the brand in an anchor text, the question is, what exact percentages of anchor text should you use to rank your target keyword?

As of the beginning of 2018, the percentages are roughly around the following according to a 2017 case study

  • 50% — Branded anchor texts
  • 10% — WebsiteName.com
  • 10-20% — Naked URL
  • 1-5% — LSI- partial match keywords
  • 1-5% — Generic anchor texts
  • 1-2% — Exact- match keywords
  • Other

Of course, this is a general overview of how to break down your percentages but it can help to do further research depending on your industry. SEO is constantly changing and Google’s algorithms are getting smarter as AI is being introduced into almost everything nowadays.

Best Practices 2: Get links to your Website from the right sources

Although backlinks are important for ranking your website, this has to be carefully done. It’s not smart to just simply have any backlink sending traffic to your site. This is because traffic coming from low authority websites will be considered by Google as spamming links and unethical practices. Thus turning your optimization efforts counterproductive, not to mention, the penalties incurred for not taking this into more consideration.

The best practice is to earn high-quality links from truly authoritative websites. And though this may take more time, it’s definitely better to have 2 to 3 links from good websites than 30 from low authority websites. As in everything else, an investment of time and effort is necessary to help your site rank superbly.

Best Practices 3: Keeping Succinct Anchor Text is Key

Although there is no limit regarding anchor text length, it’s still vital to keep your link text succinct.

First, it is important to accurately describe the page you’re linking to. So for example, if you’re linking to “SEO writing best practices”, think of the best and most concise way to describe the page, while avoiding exact match anchor text. A good way of doing this for this particular case would be “Great SEO Writing Tricks”.

A Second and final thing to consider are the words and phrases which will attract users to click. Despite having an accurately described page, readers may simply ignore the link if it doesn’t catch their attention. So this is important to consider if you’re trying to drive traffic to your page.

When it comes to building anchor, accuracy is important, but also attractiveness. You want to entice your readers to click on the link, and using the right words will achieve this ultimate goal.

Whenever you are building an anchor, always try and figure out how you can entice readers with your text to ensure that they click on the link.

Best Practices 4: Anchor Text Relevance

Another important consideration when working with anchor text is the relevance of the other anchor text. In other words the relation of the topics on both pages. Therefore if your article is about “SEO Writing Basics” but you link to “SEO 2018”, then the anchor text would only have a medium level of relevance. If you were to link to something with a title like “Cat Toys”, then your anchor text would have low relevance.

Therefore search engines are constantly cracking down on low relevance links. Obviously to avoid spamming links. Long gone are the days in which bloggers could include links to irrelevant sites for some extra pay. With Penguin, all of that has changed. Which has improved the quality of the content on most websites and the internet overall?

Best Practices 5: Focusing Anchors on “Deep” Links

Another way in which beginners affect their website ranking negatively is by building a link profile that depends on top level pages. They design their anchors to link to irrelevant sections of pages such as the homepage, contact, and product page. In the end, this results in an unnatural link profile.

Instead of doing this, it’s better to link to relevant content. This can’t be stressed even more in this article. But relevance is the key! Linking to archives, relevant pages, or pages that are deep in your website can result in positive ranking and improve it considerably.

Best Practices 6: Avoid Extremely Rich Anchor Text

Beginners tend to make mistakes in focusing all their inbound link anchor text on one specific keyword. This will result in an unnatural link profile and result in a penalty.

That’s because it makes no sense that all your links would include keyword rich anchor text every time.

here are better ways to do this. So for example, instead of using “SEO writing basics”, you could use, “the most fundamental skills for SEO writing” Therefore you spread out your anchor text in a way that will seem more natural and avoid making Google suspicious of your optimization efforts.

Best Practice 7: Be careful who you link to.

Google pays a lot of attention to the websites you link to. This is known as Co-citation.

While it is common knowledge that the authority of the websites linking to your content plays a pivotal role in determining your search engine rank, Google also takes into account the websites that you link out to.

This is a relatively new principle known as Co-citation. This is when a website uses two different online sources creating an algorithmic relationship between them. Therefore it’s better to avoid linking to spammy websites.

A better approach would be to naturally build high authority backlinks focused on small niches. Be aware of linking to spammy websites. Even if they are offering to pay highly for it. The return, in the long run, will be greater.

Best Practice 8: Understand Natural Links

It’s important to create a healthy link profile. It must be clear and natural. But this doesn’t mean that you just let the web decide where you rank.

Instead, your focus should be to have your link profile follow Google’s white hat approved methods.


Social Shares on Social Media. How to increase them?

Social Media is posting interesting content. Then, people will start to follow you even if they have never heard about you. When you have people sharing your Facebook or Twitter content, you are getting their friends and followers to listen to what you have to say.
You have to work towards getting people interested in your content. There are a few ways to make this happen, and none of them are particularly difficult. As long as you put some time and energy into this, you can see great results.
High quality content is one of the best ways to get more shares on Social Media. If your content is not good, people are not going to want to share it. This means that you will not attract nearly as much attention as you would like to. Before doing anything else, focus on putting out high quality content that people will actually want to read. Leave an open question in the end of each blog or content shared, so you can have feedback about what people want to know. Next, keep the information fluent and post related subjects where people can continue to find answers. With so much sharing going on throughout Social Media, you want to make sure that you do this. People always have an alternative, and you do not want them leaving your page to find your competition. Blogs are useful as content. Nowadays people read blogs to be updated and to get feedbacks of services and products.

You want your content to look good on Social Media! Then your Social Shares will grow.

Good content alone is great, but it will not do anything if your content does not look good when shared. The image, title, and description that people see should encourage them to look further. Use a interesting title as a hook. It should grab their interest and make them want to know more. Optimize everything to get Social Shares so that people like what they see. This is a first impression of your content. Make it a good one to keep people coming back. I guarantee you that your social media will increase.
Visuals are another great way to engage people to share your information on Social Media outlets. Using videos and images are a must. A short video is a good way to connect with your audience. Furthermore, an image can say more than one thousand words. You can use an image or a set of images.
Social media is not that hard to understand, but some people forget different features or do not bother looking for it. If you want as many shares as possible, make sharing visible and appealing. Have sharing links for Social Media that allow people to post the content with minimal difficulty, and without having to hesitate or think twice about it.

If you have any questions, please write them in the comment area.

Back, you know, a few generations ago, people didn’t have a way to share information and express their opinions efficiently to a lot of people. But now they do. Right now, with social networks and other tools on the Internet, all of these 500 million people have a way to say what they’re thinking and have their voice be heard.”

Web Page Optimization and its importance on SEO
Web Page Optimization is the process of optimizing the web page of a website. It helps in getting pages indexed on Search Engines.
Be aware of the following when you are optimizing Web Page because this things play vital rule for On Page Optimization.

the website content has to be optimized by using:

  1. Title Tags
  2. Meta Descriptions
  3. Meta Keyword
  4. URLs
  5. Optimizing Images
  6. Optimizing Videos
  7. Optimizing News

Web Page Optimizations Steps.
Title Tags

These tags are the elements that define what your page is about. Title Tags contain your main keyword. Furthermore, it will be used for Search Engines to show in SERP. Title Tags talks about your page by using few words. It is also display as a top of the browser, or name of the tap. Title tags are commonly used for social media shares to provide information about the page.

Meta Description
Is the description of the Title Tag. It is shown in the SERPs. Meta Tags give a better idea of the content of the page. Use your keyword in your Meta Description to improve SEO. Meta descriptions have maximum 160 characters. If you write more characters than 160 it will be cut and don’t make sense to people in SERPs. This step is a must for Web Page Optimization.

Meta Keywords,/span>

Is similar to Meta Description. Today, it is not used to optimize content. On the other hand the “Bad Practices” like overstuffing keywords can clearly hurt your ranking. That is called “Black Hat SEO

URLs-
Optimize your web pages URLs for better ranking. An URL rich in keywords related to the content will definitely improve the Content Optimization. It will also help the Search Engine to find better your content. This is very helpful for Web Page Optimization.

Optimizing Images-
Visuals are very attractive for consumers. Many people don’t want to read a long blog, but they can get a huge referral through a image/picture. A good picture talks more than one thousand words. As a consequence, the use of images is a must in a website. The images have to be optimized by using Alt Tags.
As the image above shows it is important to use Alt Tags that are related with the content. The Alt Tag provides not only what about it is the image. It also provides size.
If you don’t use Alt Tags, Search Engines will never find the image because images are difficult to be read. Images are the favorites of consumers; don’t lose the opportunity of ranking your website through your optimized images.

Optimize Videos-
Today; It is easy to reach the audience by using videos.

First, create a video channel; it can be done in YouTube, Vimeo etc. Then embed video in channel and optimized filling with a good title, description, and keywords related to your page content. Check it out this interesting article about Video Optimization for SEO.

Optimizing News-

Last but not least you can optimize news. Submit your blog or press release to Google News. They will review your content and decided if has the requirements. Well written and optimize blogs have a great impact on SEO. Likewise, Pay Press released can increase your visibility in the majors search engines in a significant way.

“Google only loves you when everyone else loves you first.”