Digital Marketing Technique - Link-building
Like many I’ve switched to Chrome as my main browser this year for the speed and stability.
If you haven’t made the switch yet, there’s almost nothing to stop you now although I’m still missing the SEO Book plug-ins for Firefox, although SEO Quake is an adequate competitor.
I’ve found great interest in these new tools on my Advanced SEO course, so “due to popular demand” I’ve created a page of the ones I recommend. I’ve started with the simplest ones which marketers on the course might use, onto the more advanced ones for the SEOs.
1. PageRank Status
A simple tool for showing Google PageRank.
You probably don’t need this one if you have some of the other tools like SEO Quake.
Chris developed the excellent developer toolbar for Firefox. The main value of this for SEO is checking for semantic markup of <h1>,<h2>,<h3> – through reviewing many site I find that developers love to plaster containers in sidebars with <Hx> failing to highlight the content that matters to
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Question: How should I measure online pr? I am trying to write my objectives for a marketing campaign.
Smart Insights Expert Answer: Thanks for your question – it’s good to see you’re going for SMART objectives…
While you may not be able to set specific goals for these, it’s worth stating in the plan what you will be measuring, since then you can make sure you’re tracking these measures and start to build up a library of the PR or buzz effectiveness of campaigns.
As for any goal-setting and measurement you can’t stress enough how having clear goals (business specific) is the key, and that those goals are aligned to commercials.
I think it’s always to break down campaign measures into goals of volume, quality and cost so for PR, the type of measures to consider are:
Volume
- Number of mentions of brand or campaign name during the campaign
- Incremental growth in Facebook Likes or Twitter follows
- Backlinks created to your site from other sites during campaign
Quality
- The volume can be assessed broken out by site type (e.g. blog, SNS, mainstream news media, etc) and quality (reach)
- Quality of links
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Being partly fascinated by infographs at the moment, I thought I’d share this one that has always intrigued me. It’s also a great example of how to create a viral effect in a B2B market by producing something exceptionally useful and shareworthy – you can see how effective it has been as a viral agent – it’s been around as a couple of years.
This infograph terrifies me for two simple reasons:
- Naturally, all I (we) ever hear people talk about are the big 4: Facebook, Twitter, You Tube and LinkedIn – and though this appears common sense it struck me that looking at that infograph we’re not even skimming the surface of the reach we could have based on where relevant conversations and interactions are taking place – and those big 4 are also starting to get busy – imagine 18 months from now when more companies, your competitors, really start to “get it”.
- It’s always tools without strategy – people always seem to talk about tools (typically those big 4) and forget to think about HOW and WHY they’re going to be relevant in social media, the
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Social media is hot and being adopted by small and huge businesses alike – as a channel transcending the middleman and connecting brands directly with people it can only gather more momentum.
Yet, despite all the hype and potential – how much are you actually doing in social media? My guess is not very much or at least not as much as your gut tells you that you should be doing. Why?
The F Word (again)
My experience is that it’s primarily fear of the unknown that is preventing faster adoption because there are simply so many questions for a busy team to answer:- how much to spend, how much time to invest, which tools to use, how to resource it and how to measure success. There’s a lot to learn before investment can be justified to senior management and an already massive agenda of work.
Well, some help is at hand – this new report by Michael A. Stelzner is definitely going to help address some of those critical questions – he’s interviewed 1,900 marketers of all levels of experience – people like you.
The link to the report is here, … » Read our full article
In my interview with SEO specialist Kevin Morley of Internet marketing agency Search Path we discuss an interesting perspective on link-building.
For SEO success is competitive markets (aren’t they all?) your approach to linkbuilding simply has to be better than the competitors. To review how you successful you are, I recommend using one of the two most established link-building tools Majestic SEO or Linkscape which I covered in my interview with on how to compare link analysis tools.
Of course quality of links is more important than quantity when it comes to links, but as a starting point to benchmark against competitors, try this backlink history comparison tool.
Q1. What is value added link building?
The techniques used to increase the number of inbound links pointing to a given site can be broadly organised into two groups: on one hand, there are traditional, basic techniques, many of which have been used by SEOs for many years, but have been seen to have a decreasing effect on a site’s ranking, especially for competitive keywords. On the other hand, there are the newer, more innovative value added techniques that … » Read our full article
