by Jayson DeMers
Link building is one of the most effective ways to improve your rankings in search engines, passing authority to your domain and making your site seem more trustworthy to Google. But link building isn’t nearly as simple as it used to be, and if you want any hope of earning top rankings in search engines, you’ll need a solid strategy directing your efforts.
Why Link Building Matters
The first step is to create an interesting and profitable blog–if you haven’t done that, be sure to check out Neil Patel’s guide on the subject. But simply having a profitable blog isn’t enough to generate revenue; you’ll need to drive traffic to that blog and raise awareness that it exists. It’s almost impossible to build authority online without association with other authorities–and that goes for search rankings as well as earning followers and a generally bigger reputation. Link building is indispensable for establishing those associations.
Strategic Decisions to Make
Before you go posting links indiscriminately, take some time to sit down and go over the strategic direction you want for your campaign. These are some of the most important areas to address:
1. Guest posting, link attraction, or both?
If you want to avoid any possible penalties for link building, you’ll need to ensure your links are “natural.” The main ways to do this are to use guest posts to embed your links in highly valuable, relevant content, or work on promoting great content on your own blog in the hopes that other people eventually link to it on their own. There are advantages and disadvantages to each; guest posts take more time and scale more slowly, but they’re also more predictable and easier to control. Viral content is wholly unpredictable, but could net an explosion of links for your site.
2. How to approach your niche.
Your site should belong to a specific niche, and the first round of link building you pursue should be based on establishing your authority in that niche. There are many ways to do this, so you need to have a solid idea behind your approach. For example, will you try to get yourself featured on an industry site, like an association for businesses like yours, or will you partner up with influencers–or even competitors–in your space to create impressive collaborative content? You can choose multiple routes, but you need to know what each one has in store for you.
3. Page targeting.
When you build a link to a page on your site, you’ll be passing authority both to your overall domain and to the individual page you’ve chosen (donned “page authority” by Moz). This allows you to selectively target pages of your site with specific links, building up the rankings for the most important or impressive pages of your site in addition to improving your domain. Think carefully about which pages you’ll want to specifically promote, and how those might change over time–you also don’t want to spam links to only one page, so diversify your strategy here.
4. Pacing and frequency.
You’ll need to figure out how fast you want to build your link profile, but remember–building links too quickly can appear unnatural. Instead, it’s better to think about how often you’ll want to guest post to various outlets. This is less about how fast you can see results from your link building campaign and more about how much time and money you’re willing to invest in your campaign to see it grow.
5. How to scale.
Next, you’ll need to think about how your campaign is going to scale. A single link on a high-authority source is worth more than several months’ worth on low-authority sites, so how are you going to work your way to higher and higher authority sources? Will you do so gradually? Through internal connections? Are there specific sources you have your eye on?
6. When to analyze.
It’s important to analyze the effectiveness of your efforts, both from a high-level perspective (such as referral traffic and organic search ranking metrics) and from a closer inspection (such as examining your backlink profile using Open Site Explorer or a similar tool). But how often are you going to measure your results? Monthly? Bi-weekly? This will depend on the intensity of your campaign.
7. What to analyze.
You’ll also need to decide what the most important metrics for your “success” are going to be. For example, some businesses will primarily focus on earning higher rankings for long-tail keyword phrases, while others will focus on earning as much referral traffic as possible. What are you going to define as “success”?
Once you can confidently answer these prompts and assert the main goals of your campaign, you’ll be ready to start building links. It’s a slow and compounding process, so don’t expect to see results all at once. But as long as you keep a critical focus on your long-term vision, you’ll gradually make progress toward achieving higher rankings and greater traffic for your site.
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Originally posted here:
7 Strategic Decisions You’ll Need to Make for Your Link Building Campaign
With so many businesses now using social media marketing, those who haven’t yet caught on run the risk of being overlooked in an increasingly fast-moving culture of interconnectivity.
It is clear that social media is crucial for businesses, but using it successfully is a fine art – there are a distinct number of things you should avoid doing at all costs.
Here, we’ve compiled a list of fifteen mistakes that can turn an otherwise solid social media marketing campaign pear-shaped.
1. Only sticking to Facebook
Facebook is often the first social media platform that springs to mind, and, yes, you should definitely be using it.
However, to fully maximise your audience, you need to diversify.
While Facebook is usually the most significant outlet for social media marketing, it’s far from the only place which will benefit your business.
There are a number of social media platforms that may be suited to your brand, such as LinkedIn, Pinterest and Twitter.
2. Using too many networks at once
Although you should be on platforms other than Facebook, having too many networks can be just as dicey.
You aren’t going to help increase traffic to your website by creating accounts on Twitter, Instagram, Google+ and SnapChat, only to let them gather dust because you’re not regularly managing them (and how are you actually going to find time to manage them all anyway?).
Instead, work out where your target market spends most of their time, and ensure that the platforms you use are industry-appropriate.
A pivotal thing to remember when fine-tuning your business’s approach to social media marketing is that not every social media platform will be suited to every type of business.
For example, a highly visual platform like Instagram is not going to be appropriate for a business that doesn’t provide visually oriented products or services – it won’t, for example, be suitable for an accounting firm.
Social media marketing is a delicate business, and effective use is not as easy as it looks. One inappropriately worded post can be actively detrimental to your business.
If you lack marketing expertise yourself, get in touch with a social media professional.
3. Not thinking before posting
This has to be one of the biggest mistakes businesses make on social media, and can be hugely damaging.
The sense of immediacy and rapidity that comes with having a social media presence can be immensely beneficial to your business and the way you are able to connect with customers, but this can also result in the communication of poorly worded content and inappropriate messages.
This can be disastrous. And even if a bad post is soon deleted, chances are, someone has already seen it.
Avoid this by reading and then re-reading every potential post, and asking yourself whether the material is truly fitting with your brand and beneficial to your business.
4. Forgetting to spell-check
Poor spelling and grammar can look sloppy and unprofessional, and will drastically reduce the impact of otherwise great content.
Take care to read over and spell-check content before posting.
Fine details – and your ability to spot them – reflect heavily on you as a brand, and while they might seem like they’re not a hugely big deal, these are elements which people online love to point out.
5. Responding unprofessionally
At some point, you will almost certainly encounter angry or upset people, because that’s simply what happens on social media.
However, it’s vital that you always engage in a respectful and polite manner. Even if you are being attacked, your responses should reflect the professionalism and integrity of your business.
Again, once it’s out there, you can’t take it back – a single unsuitable comment can be hugely damaging.
6. Being too casual
One of the most effective ways in which social media enables you to connect with your audience is the easy, conversational forms of communication it fosters.
Engaging with customers in a casual, relaxed way is great for personalising and humanising your brand – social media marketing isn’t about stuffy formality.
However, there is such a thing as too casual. Avoid text-speak abbreviations – don’t use “u” instead of “you”, for example. Don’t swear. Don’t voice personal opinions about contentious subjects (religion or politics, for instance).
What you put out there can be fun and relaxed – and can certainly be a personalised reflection of the ways in which your business is unique – but ensure that you still maintain a sense of professionalism.
7. Leaving comments unattended
It only takes one negative comment for things to start spinning wildly out of control. Don’t leave your comments unattended.
People tend to feel invalidated and unappreciated when they’re ignored, and trolls and hecklers who are left to their own devices will only become more and more difficult to handle.
It’s important to reply to all comments and complaints in a timely, professional manner.
8. Posting in a hurry
Don’t be tempted by the ease with which news can be broken on social media.
Before you post, take a deep breath and think for a moment.
Is the message appropriate, given your brand, your target audience, and the kinds of goals you associate with your presence on social media (such as strengthening customer relationships and increasing your brand’s authenticity)?
If you are posting a link to a piece of news, is the source trustworthy?
Is the material actually legal to share?
Is it likely someone will be offended by it?
What may work in a medium like Facebook may not also work on Twitter, and vice versa.
And, put frankly, cross-posting also just has a tendency to look lazy, as though you simply could not be bothered tailoring the material accordingly. This reduces the impact of the content itself.
Ensure that you customise the content you post across each platform, and consider its compatibility with the platform itself.
10. Hiding from negative comments
If a customer posts a negative comment on your Facebook wall, don’t just delete it. And don’t simply refuse to engage with negative or controversial comments.
Firstly, you should value the criticism, because it could be a reflection of suboptimal business practices, and also of what other followers might be thinking.
Secondly, responding to comments like these is a valuable way in which you can provide transparent and effective customer service. Showing your audience that you are able to handle negative feedback or difficult situations when you are put on the spot is one of the many ways in which social media enables you, as a business, to take control over the way your brand is perceived.
11. Not using images
Multiple studies have indicated that content that is accompanied by images or video is accepted at significantly higher engagement rates.
Social media is a highly interactive, visual medium, and it is very likely that your audience does not want to read content that consists solely of text.
Posts and tweets that have compelling, engaging image-based components will generate more “likes” than those without, and are far more likely to grab the attention of your audience.
Images are crucial to both promoting your website, and in cultivating your brand itself. They provide customers with evocative, vivid forms of what your products and services are all about.
12. Don’t neglect it
A neglected profile is like a kiss of death for social media marketing.
Your updates should be regular and consistent. If you, say, post at a particular time of day, every day (or once a week – how frequently will depend on your following and the nature of your business), your followers will start to expect this, and will invest more trust in your brand as an industry leader. This kind of confidence won’t be inspired by sporadic updates.
13. Not taking ownership
If your business is at fault, apologise. If someone has left a negative comment, reply to it – don’t avoid it.
Not only is this best practice in terms of successfully running your business, it will also serve to create a sense of brand confidence and trust, and offers up a form of transparent communication.
If situations that involve conflict of some sort are handled diplomatically and politely, and with a sense of responsibility, potential customers will see this as a display of integrity, not weakness.
14. Sharing too much information
You want to be giving your audience enough to whet their appetites, but no more than that.
The content you post should therefore leave some questions unanswered, and should prompt a call to action.
Providing too much content can be as harmful as not providing enough – the right amount will titillate your followers, and leave them wanting more.
15. Being inexperienced
Because social media tends to be the province of younger generations, those more experienced, senior members of your team may have less social networking expertise.
Furthermore, where these younger members of your workplace may have a stronger grip on social media practices, they might lack the professionalism that comes with decades of industry experience.
Ultimately, you should find a way to combine this tech-savvy freshness with more polished professionalism by ensuring that everyone on your team is on the same page in terms of social media marketing strategy, and in relation to the overall vision and values of your brand.
It is also worth considering hiring a professional who lives and breathes social media marketing – if you’re not sure what you’re doing, you can do your business more harm than good with just one poorly timed slip-up.
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