How to Increase Engagement and Get More “Good” Links

The more people in your community that are actively commenting on your content, the more likely they are to link to it. There has been a lot of concern about content linking, and whether it is good or not, but if it is done correctly, there is no question that it is beneficial. So, the more active your community, the better audience you build, and all of this stems from good engagement.

Encourage Blog Comments

When you take the time to write good content, you want some feedback, right? Well, the truth is, most people who read an article never leave a comment, and the main reason is that you did not ask. When you write something, encourage a blog comment by asking for the reader’s feedback. Ask questions like, What do you think?, Do you agree? Did I miss something? All of these questions encourage interaction, and that is what you are after, so do not wait for them to respond, ask them to!

Set up your blog page to allow any comments made on the page to go to your social media pages as well. This helps keep content flowing through your social networks, and helps encourage more engagement from your community.If no one is responding to your content, even with your requests, you may need to take it a step further. You can send out emails to everyone on your mailing list, post a tweet, or post a status update with a question linked to the content. Make sure you take it easy on this method though, every time you write something there is no need to spam everyone on your list, otherwise you will just be deleted, and that is not the type of engagement you are looking for.

Use Surveys

You are not going to get any links through a survey, but it does help built community interaction. By creating a quick survey for your community, you can let them know you care about what they have to say, and learn more about what they are interested in. Use the survey as a marketing tool, knowing what they want to talk about, what they care about, and how they like to engage with the content is the key to writing good engaging content.

Use Feedback Questions


In addition to asking for a comment on content you create, ask for feedback. Asking the reader’s opinion is a great way to encourage engagement. Ask what you could have done better, if they know of a way to handle the situation at hand better, or just simple ask if they liked what they just read.

Positive feedback is great, but you learn more from your negative feedback. Feedback is a great tool to use for email campaigns. If you have several people opting out of your newsletter, knowing why would be very beneficial, right? So, you may want to add a quick feedback app to your unsubscribe button, so when they leave, they are asked why. If you see that 100 people unsubscribed due to the overwhelming amount of email they were receiving, you know to tone it down. Without that feedback, you would never know that you were driving your subscribers crazy, and you may actually start sending out more emails in fear of losing more….and that would certainly make sure you did.

The main goal for any feedback you receive is to learn from it. You may not necessarily want negative feedback in your comments section, but you do want it, so have a separate section where users can enter their answers in a private format that only you see.
 
Create Relevant Inbound Links

This topic has had some heated attention lately, and many web site owners have been leery of having their content linked on other sites, but there is no need to stress, as long as you do it right. Make sure you create content that is relevant to the site it is linked on, NEVER link your content to a site just because you can, have a good reason to place it there. You want your inbound links to bring you traffic, so the ones you create on your own, be very, very meticulous where they go.

Use Internal Links 



Using internal links throughout your site helps keep users engaged, and keeps them on your site. A well-organized web site that offers related content and relevant topics for the reader after each article is more likely to keep a reader on their page than one that does not use internal linking. Make sure you actually link to related and relevant content though, just having random links to your other pages can cause confusion, appear unorganized and sloppy, and lose the traffic you worked so hard to gain.

4 Changes Google Is Making And How They Affect Content Creation

SEO experts and webmasters spend a lot of time worrying about Google algorithm changes. In 2013, the search engine giant tweaked the algorithm 15 times, and in 2012, it was updated 37 times.

Worrying about algorithm updates may make sense for SEO experts and webmasters, but content creators don’t have time to keep up with that. Here are some major changes Google has made and how they apply to content:

Move to Secure Organic Searches:
This means that you can no longer mine Google Analytics for keyword data, leaving website owners in the dark about what word searches were used to find or stumble upon their site. Remember when that “Not Provided” section first appeared? This percentage of search data has been growing since 2010, and on September 23, 2013, Google finally shut off all information.

This is a blow to those still focused on keyword bombing and density rates; however, those who create quality, creative, and helpful content should see this as reaffirming. Google is giving those trying to game the system less firing power. Instead of focusing on keywords, pay attention to user actions on your site.

A Nonexistent Update to PageRank:
PageRank is a ranking of how many links your site has pointing back to it. Links essentially work as votes, raising your credibility and showcasing your site as high-quality. The problem? Google hasn’t updated the PageRank meter since early 2013, and there isn’t a clear idea of when — or even if — it will be fixed.

If you’re still focused on getting links from sites with a high PageRank, you can stop — immediately. While there might still be some value, the main idea is that Google doesn’t want to emphasize page ranking. Instead, you should be focused on driving traffic, converting visitors, and becoming an authority within your own niche.

The Hummingbird Conversation:
One of the more recent updates to the Google algorithm is Hummingbird, which was released in September 2013.

Google wants to understand conversations, concepts, and relationships. In voice searches, for example, you can ask, “Where is Miley Cyrus from?” After the answer is delivered, you can follow up with, “How old is she?”

Hummingbird is still evolving and doesn’t always work, but Google is putting serious effort into making search more conversational and less keyword-focused.

Google Authorship for Ranking:
It’s still not very apparent how Google Authorship — or the still unconfirmed Author Rank — will affect searches. Experts predict that Google will use your author profile to determine your credibility, expertise, and authority on a subject in order to determine the quality (and therefore ranking) of your content.

In his recent book, “The New Digital Age,” Google Executive Chairman Eric Schmidt wrote, “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.”

Google could also use your social profile to gauge how many shares an article has, your individual following, and the authority of the site you’re publishing on. If you’re consistently publishing quality content on authority sites that relate to your niche, Google may rank your article higher than articles not associated with an author.

Google Algorithm and Content Creators:
Ultimately, the key to Google’s algorithm changes lies in its guidelines for content creation:

Content is key. Good content — clear, concise, informative — is better than bad content.

Use plain English. Write for real people.

Keep links to a reasonable number. Make your content readable.

Really, it all goes back to one idea: Create quality content, and you won’t have to worry about it riding the Google update rollercoaster.

Google Dispels Top 10 “Myths” Associated With Google Glass

Google took to the Google+ page of Google Glass yesterday in an attempt to dispel the top 10 “myths” associated with the product. They claim Glass has seen several myths develop around it in its relatively short existence, and Google would like to clear the air.

The 10 myths are as follows:

Myth 1 – Glass is the ultimate distraction from the real world
Google’s explanation: Unlike a phone or tablet, Google says Glass allows users to better engage with the real world. It’s an enhancement to the real world, rather than a distraction.

Myth 2:  Glass is always on and recording everything
Google’s explanation: Glass is off by default and isn’t even capable of always-on recording. The battery won’t last more than 45 minutes before needing to be charged.

Myth 3 – Glass Explorers are technology-worshipping geeks
Google’s explanation: Glass users are made up of people from all walks of life who “see the potential for people to use technology in a way that helps them engage more with the world around them.”

Myth 4 – Glass is ready for prime time
Google’s explanation: Glass is a prototype, and early adopters  are playing a critical role in how it’s developed.

Myth 5: Glass does facial recognition (and other dodgy things)
Google’s explanation: Google says that’s not true, they have made the decision based on feedback not to release or even distribute facial recognition Glassware.

Myth 6: Glass covers your eye(s)
Google’s explanation: The Glass screen is deliberately above the right eye, not in front or over it. Google claims it was designed this way because they understand the importance of making eye contact.

Myth 7 – Glass is the perfect surveillance device
Google’s explanation:  Google says there are better and more discreet options out there for secretly recording people, if that’s what one wishes to do.

Myth 8 – Glass is only for those privileged enough to afford it
Google’s explanation: Google understands the $1500 price tag is out of the range of many people, but says the people who have it aren’t necessarily wealthy and entitled. Some people have either had it paid for through work, raised money to purchase one, or received one as a gift.

Myth 9 – Glass is banned… EVERYWHERE
Google’s explanation: Google says since Glass functionality mirrors the cell phones, it’s understandable that the same rules apply, such as bans where someone can record.

Myth 10 – Glass marks the end of privacy
Google’s explanation: Google says more cameras doesn’t necessarily equal less privacy. They suggest looking at YouTube to see examples of the kinds of footage being shared since cameras became so ubiquitous.

8 Tips for a Solid Digital Marketing Strategy

1.Review History:

Try to look at both qualitative and quantitative data as much as possible as opposed to relying on your own personal feelings about a strategy; your favorite approach may not have been the one that connected with customers.

2.Define Goals:

This is the most important aspect of digital marketing: your strategy and goals must align with your business goals. As obvious as this may seem, it can be all too easy to get caught up in an exciting marketing plan that looks flashy but does little to actually grow your business.Use numbers, dates, percentages and monetary signs to map out the growth you want to see.

3.Understand your Audience:

Understand your demographics and whether you are largely marketing to a homogenous group or if your customers can be divided into several different homogenous groups. You can gather demographic information through surveys and tracking tools.

4.Plan your Content:

Start with brainstorming. See what the competition is up to. Don't reject anything at the stage of generating ideas. Some experts advise using an editorial calendar like journalists do in order to take advantage of important dates although it's best to plan your content only a few months ahead.

5.Consider your Channels:

You will deliver content differently and to different audiences depending on the platforms that you choose although most businesses will benefit from using a mix of digital media.Photographs, podcasts, videos and infographics are just a few ways to keep variety in your content. Don't forget tried and tested techniques like email newsletters as well.

6.Plan for Mobile:

Looking ahead, a strong mobile strategy is essential. Be sure your website is optimized for viewing on screens of different sizes. Consider whether you can develop any apps that will be helpful for your business. Explore opt-in SMS and text message marketing.

7.Set up a Google+ Business Account:

This has also become essential for businesses because it is so important to your search rankings. Even if you are not very active on the platform, post updates there so they will appear instantly in Google searches.

8.Measuring with Analytics:

Learn your way around Google analytics and other analytics tools that show you how you are doing relative to the goals that you have set. Set up a custom dashboard of metrics and KPI’s. Keep a close watch on results in connection with weekly and monthly goals and make adjustments accordingly.

Digital marketing brings unique challenges and opportunities to businesses. Effective planning is key. With an understanding of the audience and a consistent message, your digital marketing strategy can align with your company's goals
 

6 Google+ Tools to Improve Your Marketing

1.Take Advantage of the YouTube Integration:

If you have a YouTube channel but haven’t taken advantage of its relationship with Google+, you need to. Whether you’ve already established yourself on YouTube (or Google+), you’ll reach a wider audience when you use them in conjunction. Take advantage of the integration!

2. Increase Your Reach:

Webinars are a powerful tool for building email lists and a loyal audience. Unfortunately, webinar software can be clunky and expensive. Google+ has an easy alternative.Hangouts On Air provides a free video broadcasting service that lets you stream a live feed to your YouTube channel for recording, and of course is completely integrated with Google+.

3. Keep the Conversation Going:

With Google Drive, Google’s cloud-based file management and storage service, you can share an incredible amount of information with your Google+ audience, including presentation slideshows, PDFs and even password-protected documents.

4.Store Your Pictures:

How are you backing up the pictures from your phone? Did you know you can use Google+ to store your pictures for safekeeping? Google+ is a reliable way to store your pictures, and then delete them from your phone.Once uploaded, you can highlight the important pictures, enhance them so they look better or create image galleries—and easily share all of them.

5.Extend the Life of Your Content:

Google+ Embedded Posts is a cool feature that lets you share your Google+ posts on your blog.The benefits of embedded posts are twofold. First, post content created within Google+ is eventually lost within the news stream. Embedding that same post on your blog extends the life of the content.

6. Use Relevant Hashtags:

Just like Twitter and Instagram (and unlike Facebook), hashtags can have a notable impact on reaching a targeted audience on Google+. The Explore feature uses hashtags to help Google+ users quickly find and interact with topics they’re interested in.

5 Critical Factors for Optimized Mobile PPC Targeting

There's no denying that your target audience is incorporating mobile devices into their lives more with each passing day. Capturing the most value out of mobile can be a challenge – but as a PPC campaign manager, you can't ignore this huge opportunity.

Before you pay for one click via mobile PPC, you need to have a specific, detailed strategy in place. It's OK to run some initial tests via mobile to get your feet wet; but mature campaigns need a thoughtful, purposeful mobile strategy in order to win big.

There are numerous factors that help or hinder your mobile PPC performance. Below are five items to consider when you're crafting your mobile strategy. Some of these tactics are contained within AdWords and a few of them discuss your mobile website experience in general.

Launch Mobile Preferred Ads

Based on recent account audits, I think many campaign managers neglect the ability to choose "Mobile Preferred Ads." This option is basically a "suggestion" that certain ads are preferred for mobile devices, but you should utilize every element of distribution control within AdWords.

Create a Mobile-Optimized Experience

It's shocking to see how many mobile PPC ads send users to experiences that aren't optimized for their specific device. As an SEM manager, you need to understand the user intention of your mobile website visitors.

Remember, not all traffic across devices has the same goals or desires the same experience. SEM mobile visitors tend to be in a browsing state-of-mind with a lower propensity to make a purchase or become a lead. Numerous case studies show that many people will initiate their consideration process on their mobile device when they have some down time, but they will continue and possibly end their journey on a PC.

You've probably read numerous articles in the past few years about the importance of optimizing mobile for creating a response design website. This is all true.

You need to have a website experience optimized specifically for mobile visitors. Of course, this means that your website needs to render properly on each device, but you should also optimize your mobile website for user intention too.

How can you provide an awesome experience for the user, while gaining as much value from this traffic? If possible, allow users to take a quick, easy action on your mobile site; possibly save a product for later or complete a super-simple contact form.

For example, I arrived at the three landing pages below via ads displaying for the term, "online conferencing software." Folks who search this query on their mobile devices are probably looking for some quick information or a fast way to create an account that they can access via their PC later. And individuals who search this exact term on mobile devices may also be analyzing the mobile-savviness of each provider.

The first page looked very good – aside from the unnecessary captcha. But overall a good mobile experience.

The second landing page rendered properly but was a bit squeezed for my device's screen. The call-to-action is at the top of the page but there is no supporting to tell a user what to do or what to except after they take the desire action.

The third page is poorly optimized for mobile, PCs and just about any device (sorry to be picking on anyone).

Utilize Bid Modifiers for Mobile Devices

With bid modifiers in AdWords you can decrease bids 100 percent, which removes your ads from mobile devices. You can also increase your bids for mobile devices by up to 300 percent. If you don't have a clear strategic plan for mobile, and you aren't ready to at least conduct some tests, then you may want to opt-out of mobile for now.

Keep in mind, if you use Conversion Optimizer you can't use any bid modifiers within your campaigns. Remember, with Conversion Optimizer you're handing the keys to Google take any measure toward generating as many conversions for your target CPA. This includes time of day or day of week, and this includes mobile devices now too. If Conversion Optimizer is your preferred method of bid management, then optimizing your mobile experience is even a higher priority (since you can't opt of mobile).

Monitor Your Geographic Bid Modifiers

Bid modifiers don't act in a vacuum. That is one of the core challenges of enhanced campaigns. You can have modifiers for device, time, and even geography all firing on one keyword. This can make adjusting keyword bids extremely difficult as the data gets murkier with each automated adjustment.

However, you may find that conversion rates run the same per devices in similar geographic areas. For a large-scale ecommerce client, I analyzed their PPC mobile conversion rates for PCs and mobile devices (see below). I found that conversion rates, regardless of device, were very similar throughout the U.S. This means if you have mobile modifiers and geographic modifiers, they may not be in direct conflict for any given device.

Bottom line: keep all of your bid modifiers in check and be extremely cautious.

Reconsider the Google Display Network via Mobile

I recently conducted a case study on devices in Q4 for some of our larger retail clients. Previously we found that the Google Display Network (GDN) distributed via mobile devices provided very poor results – and the recent study found this to be true still.

Our overall traffic via mobile devices on the GDN was much lower than the Search Network, and for good reason. As you can see below the conversion rates on GDN mobile ads was very weak the average order value was much lower (AOV).

Perhaps the GDN works great for you on mobile devices. If so, do it! But you should consider skipping this distribution option for now or monitoring your results very closely.

How Long Can RetailMeNot’s “SEO Empire” Survive?

RetailMeNot is having remarkable SEO success. According to an analysis by Priceonomics, RetailMeNot is first for numerous coupon-related and “promo code” searches — an amazing 71 percent of the time.

This is what the company said based on an analysis of nearly 300 coupon-related keywords:

RetailMeNot ranks first in Google search results for an astounding 187 out of the 263 keywords we track. Dealcatcher.com, the next closest company, only ranks first for 7 keywords. Coupons.com, another recent IPO in this space, only has the number one spot in the Google rankings a single time.

RetailMeNot is now public and has a market cap of $1.7 billion. The company was started by two Australians and acquired by WhaleShark Media in 2010. WhaleShark then rebranded itself (wisely) as RetailMeNot and went public in 2013.

RetailMeNot claims more than 450 million consumer visits to its sites. It made more than $200 million in affiliate revenue in 2013, driving visits to retailer sites. Basically it does a much better job of optimization and ranking for “retailer name + promo code” than the retailers themselves do.

The reason that RetailMeNot, originally a crowd-sourced coupon aggregator, climbed to the top of the online coupon mountain and was acquired is SEO. The following chart from Priceonomics visually illustrates how dominant the site is on Google for coupon-related keywords (RetailMeNot is in red).

While RetailMeNot has some name recognition it doesn’t really qualify as a brand. Most visitors to the site are searching on Google rather than visiting it directly. Its most engaged and loyal users are those of its mobile app.

As the Priceonomics analysis points out a company this dependent on SEO is potentially highly vulnerable to Google algorithm changes. If future updates bump RetailMeNot from its top slot across coupon keywords it would immediately hit the company’s bottom line.

How long can RetailMeNot stay on top?