Welcome to my marketing blog where I plan to share with you some of the best tips and tricks regarding online marketing. It is such a broad subject with so many different facets and you might find that there are a few nuggets that might just give your business the extra edge. So, visit us from time to time and hopefully you will find what you are looking for.
Unless you have been living on the other side of the moon, you will be aware of Google algorithms and the fact that they do affect rankings. Most website owners worry about every new version that is rolled out and yes, you should be concerened to a point. If you have been careful with your SEO and used approved methods, then you have nothing to fear. However, some have used methods that are in a bit of a grey area and have found themselves having been penalised without really understanding why. The fact of the matter is that Google is just refining what it has always wanted to do and that is to give searchers high quality, relevant results. So, the answer is to provide the search engines with this ammunition so that you will rank on the organic searches. Only every publish content of the highest quality that has been written for a human audience and not for search engine spiders. It must be interesting and engaging so that visitors will enjoy it and share it as well as come back for more. Make sure that any links to your site are pertinent and of good quality, any that are even slightly dubious will attract the wrong sort of attention and must be removed promptly. Be careful with keywords, use them wisely and do always ensure that they are woven into the text so that they read properly.
On the subject of keywords, have you done a thorough keyword research project before writing your piece? This is a very worthwhile project to undertake and will give you a great range of appropriate keywords and phrases that are actually being searched for so you can incorporate these into your articles without fear of punishment. If you do find yourself in the unfortunate position of being penalised, take a look at the following article.
No one gets a site penalty on purpose. Sometimes it happens through carelessness, sometimes through black-hat techniques and, sometimes, through honest SEO mistakes.
I’ve watched four such mistakes happen recently. These sites were honestly attempting to follow SEO best practices, but they were penalized. Why? I’ll explain all.
It is worth noting that I wrote this article based on a real-life experience, so this isn’t pie-in-the-sky theory. Each point that I discuss below is tied to a real life ranking problem. Each example that I discuss is connected a to a real-life online business. (However, company details have been changed to protect their identities.)
A Disclaimer: If you find any points of connection between your site and the examples, don’t panic. Millions of sites have affiliate programs. Millions of companies engage in cozy relationships. Just because you share a commonality does not mean that you’re careening for a penalty.
1. Link-Leveraged Business Relationships
The problem explained: Many businesses create relationships with other businesses. As a way of cementing the relationship, the businesses offer to create links to one another in order to enhance SEO and click-through traffic.
Sometimes, however, these good intentions – trading links – end up hurting one or both of the sites.
Example: A major online retailer of greeting cards – we’ll call them “FaithCard” — entered into a relationship with a major brick-and-mortar retailer, “AM Stores.”
Every AM Store (and there are thousands of them) carried FaithCard’s products. FaithCard’s arrangement with AM Store provided a discounted product price, as long as AM Store’s website would include a link to FaithCard’s website.
So, AM Store placed a footer link to FaithCard.
Obviously, FaithCard got a ton of links as a result of this footer link – 16 million, to be exact. Every page of AM Store’s website included a direct link to the homepage of FaithCard.
This became highly problematic. Soon after the footer link was added, FaithCard got hit with a manual penalty.
Investigating the link profile, it was obvious that FaithCard had a highly suspicious link velocity (rate at which inbound links are acquired), a disproportionately high number of links from a single site, and link positioning in the footer.
The problem with FaithCard was compounded by the fact that they had quite a few other harmful backlinks. The footer link buildup from AM Stores, however, was the last straw. Footer links are notoriously slippery for SEO. Their impact ranges from negligible to dangerous.
This issue could have been worsened if the two sites had swapped links – that is, if FaithCard linked to AM Stores, and AM Stores linked to FaithCard in a reciprocal way. Reciprocal linking is a shady area and needs to be entered into with extreme caution – i.e., as naturally as possible. No footer link swaps.
Solution: In this case, the solution would be to have the partner site remove the footer link to FaithCard. Obviously, FaithCard will now have to deal with the fallout of the penalty, but one of the best ways to swiftly and conclusively deal with it is to have an actual link removal rather than a simple domain disavowal.
2. Affiliate Programs
Affiliate linking can either help SEO or it can kill it. It all depends on how you implement it. Rand Fishkin once called affiliate links “a nasty gray area and a frustrating one for many SEOs/webmasters/sites over the years.”
It’s true, and it leaves many SEOs scratching their heads to how exactly to deal with affiliate links.
The Problem Explained: Online affiliate relationships are big business. For the most part, they’re spam free. Companies can engage in affiliate relationships without fear of penalization.
But if a company goes into affiliate linking willy-nilly, they can get bit.
Example: In my client’s case, they put together an in-house affiliate program pretty quickly and rolled it out without a very clear explanation to their affiliate partners.
Their business — we’ll call it “ZoomZoomPic” — did brisk sales in the stock photography business. Their affiliate program was designed to help existing customers gain some income while also growing their subscriptions.
When it rolled out, however, the existing customers weren’t told how to implement the affiliate link successfully. Many of these customers, amateur photographers, added sitewide links to ZoomZoomPic’s homepage. These weren’t affiliate links, though. They were just generic homepage links. Read more http://searchengineland.com/4-easy-honest-mistakes-that-could-penalize-your-site-207392
Your online marketing plan needs to be integrated with your general company advertising technique. That said, there are three broad techniques you can employ for your online presence.
The decision to carry out any of the three broad online advertising plans depends, obviously, on your business goals and how you anticipate to use your website to grow your company.
They are: 1) no online marketing strategy, 2) normal business with no e-commerce element, and 3) e-commerce business.
Some online marketing experts say, it is possible to simply have a site with no online marketing plan. As an example, a well-coded internet site with a solid built-in seo focus can be enough for many company. For example, a pastry shop in a small town with restricted online competitors probably does not have to devote significant resources to online advertising if the original web site was made with a design and material that is conducive to good online presence with organic searches.
Another example would be a company that expects to obtain the huge bulk of its web site visitors with references to the internet site in print or other media. If most of the anticipated traffic is type-in; that is, through visitors understanding of the website address and typing it in, there is little have to have a moderate or strong online advertising plan. Again, a little, regional business in a non-competitive advertising would fit this description.
For most companies, focusing on an online marketing plan can yield fantastic outcomes. For example, we now know that more people browse online for regional services than those who utilize yellow pages directory sites. This is a powerful shift in how individuals look for product and services providers. In spite of this truth, numerous companies will certainly invest thousands of dollars a year on phonebook directory advertisements and nothing on their internet site.
At the minimum a business ought to enlist the services of a company that focuses on search engine optimization and online marketing. This might be your web design business or another company, however it is extremely important to have some professionals offer ideas how your business can be discovered more easily online. There is no greater financial investment you can make that will certainly have long-term benefits to your company if even more individuals find your services or products online. A great S.E.O. company will help your website do this.
Another possibility is a pay-per-click ad campaign. These are the advertisements you see on the best column and at the top of the page when you query Google, Yahoo! and Bing for a keyword search. Fortunately is that you just pay when somebody clicks the ad. Envision a person searching for “hawaii diving,” as an example, and afterwards clicking your ad for a Hawaii diving company. You cannot get any more pre-qualified site visitors to your website than those that will come through a pay-per-click ad.
There are millions of online stores. Sadly, the huge majority fail to produce substantial earnings. One reason, of course, are the products, however more essentially, many fail due to the fact that they lack a seriously prepared and executed online marketing strategy. The truth that a website exists does little to ensure that it will bring in site visitors and offer items.
If you have an online shop, do yourself a favour and discover a good web marketing business with which to work. You will certainly conserve a lot of time, cash and stress by having some experts focus on advertising your products online. There are online marketing companies for lots of budgets, and, if you are fortunate you might find one that will certainly work for a percentage of the income with no upfront expenses.
At a minimum, an e-commerce business needs to have the attention of a qualified seo company. An S.E.O. company will take a look at the design and material of the site and make recommendations on how to bring in even more natural (non-paid) visitors to the website. This will certainly consist of on-page aspects like the page material and off-page elements like the number and quality of connected to the website. A competent S.E.O. firm will likewise consider to make sure the site has been submitted to all the major search engines in the proper format.
Another vital part of an e-commerce business’ online development strategy is online advertising. This includes pay-per-click advertising and other online marketing alternatives consisting of affiliate programs and paid display marketing. Once more, unless you wish to invest numerous days and nights trying to determine the intricacies of online advertising, working with some online marketing professionals will not only conserve you time and money, they will certainly likewise make you make a lot more money.
A business’ online marketing plan ought to not be taken lightly. The trend for people to search online for services and products is just most likely to continue. Failure to put your business where people are most likely to find you is not just missed opportunity, it can mean the distinction in between a rather successful company and a very successful business.