January 20, 2016

Audienti: Your best friend in sucking up to Google

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A powerful analytics tool that merges SEO, advertising & influencer engagement

Target audience: Businesses, brands, analysts, digital marketers, advertising agencies, SEO specialists, entrepreneurs, educators, journalists, Web publishers.

Chris AbrahamIhave had access to Audienti for a couple years now, back when it was called OMAlab. If you have a brand site you want to turn into Google catnip, Audienti is for you.

The service not only stalks all of your online profiles, including social, but helps you identify and creep all of your competitors, too. So, it spiders through all your pages, looking for issues with your content, the length of your page titles, the length of the copy, and even Flesch Reading Ease.

Audienti looks for broken links, slow loading times, architectural issues like obese JS and CSS code. Audienti asks you for keywords that are important to you and also for companies you consider to be competitors. It’ll ask you for all your social handles and pages, your Google Analytics creds, and even your Google URL Shortener creds.

smallCloudThen, after you do this equivalent of giving a big pack of bloodhounds a scent, they’re off and hunting (and you need to come back maybe in a day, depending on how big, old, and complex your site — and everyone else’s site — is).

It’s actually amazing and is actually designed to be the most powerful enabler in the world. If you do everything that Audienti recommends, including engaging all the influencers they recommend and walk you through engaging, you’ll actually have the absolutely best site you can, in Google’s eyes, as is humanly possible short of really implementing a super-aggressive content marketing campaign, which will ultimately add more valuable content that Audienti can help you optimize, promote, and then even secure inbound backlinks.

pageErrosWhen you first start this, it’s overwhelming. However, Audienti also tries to help you prioritize, helping you choose which of all of the recommendations you should address first — and they’re red (and, ironically, the most important changes you might need to do is upgrade your hosting company, implement a CDN, and hire a coder to optimize your obese CSS and JavaScript).

When I started my consultancy, it was SEO first, online reputation management second, and then blogger outreach: 1995, 2003, and 2006, respectively. From 2006-2012, I was a PR purist because if I even mentioned SEO in the same sentence as blogger outreach, the honest and earnest PR intentions of my earned media blogger outreach campaigns were sullied.

What I would say, after the campaign contract was signed and we were on our way, I might mention, as a matter of fact, that the opt-in, earned media blog posts we secured during our campaigns generally included “white hat” backlinks that were permanent, stable, honest, earned, and worth their weight in gold.

That’s then, this is now.  

backLinksNow, most of the folks who reach out to me looking for blogger outreach want the Google Juice more than they want the brand media mention. They put restraints on our outreaches, only wanting influencers with a page range of at least 5, or a Klout of at least a 50, or an audience above 100,000.

That’s all well and good. But it doesn’t work!  My dear friend Pam Teagarden once asked me about my work in blogger outreach, “Chris, are you like Zeus up on a hill, commanding your bloggers to do your will?

I answered, “No, I am a beggar in the crowd going from person to person, not only asking them to take a freebie stickers from me but compelling them to stick them all over their car’s bumper, the back of their laptops, emblazoned on their Trapper Keeper, and even stapled to a wooden stake and hammered onto their front lawn!

People hire me to do all of this by hand and now you know my secret: right after the contract is signed for SEO strategy or SEM consulting, I start on Audienti, popping in URLs, keywords, competitors, and all that, just do I can see deep into what’s going on with my client before I start doing things by hand and coming up with recommendations, many of which are recommendations that Audienti offered me as well.

keywordPositionOf course, actually making those changes isn’t easy and the Audienti software doesn’t do it for you, it’s just your pathfinder, your Sherpa, your Search Consiglieri. You’ll still need to hire me or another tradesman to do all that work you don’t want to: social media marketing, blogger outreach, and influencer-engagement; go through every single page of your (big ass) website to make every change that’s content-driven (and maybe these changes can be fixed with a plugin like Yoast SEO or a free CDN).

faceBookThat said, the Audienti software is GPS for your Online Brand.

No longer can you just buy backlinks and avoid all the hard work.

Now, Google demands that you not only make your site easy to read, easy to access, and simple to find, but Google demands that you actively engage both your real and your potential community — your neighbors — in a real way via commenting on other peoples’ blogs, mentioning them, connecting with them, retweeting them, sharing them, liking them, and especially creating content that will compel them to do the same for you.

Make sense? How’s the battle going?Chris Abraham is a partner in Socialmedia.biz. Contact Chris via email, follow him on Twitter and Google Plus or leave a comment below.

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