March 26, 2014

Why promoting a brand takes perseverance

persistence

Target audience: Marketing professionals, PR pros, brand managers, SEO specialists, businesses.

Chris AbrahamIf you want to be heard above the din of the Internet, you need to speak clearly and with persistence. It’s not uncommon for someone at a loud bar not to hear you the first time, or even twice. If you assume someone isn’t interested in getting to know you better just because they don’t hear you the first or second time, then you’re doomed. The Internet is the busiest, loudest, most distracting place ever created. It’s global and impersonal and often anonymous. Plus, there’s no accountability.

At least in a bar, you can sit right next to the someone you want to meet and then just bide your time until there’s a lull in the noise or you can catch an eye. The Internet’s just not like that. Social media is loud and tends to be an insider’s club. We resonate with people we already know, be it in our in-boxes, our rivers of news, or our walls, we tend to tune out unknowns. And, in social media marketing, most of us are unknowns, most brands are unknown, and most services, too. Continue reading

October 23, 2013

Burnish your brand’s reputation, don’t ‘manage’ it

reputation

Reputation management is not about dressing up mistakes

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamIf you want to fix your online reputation, writing big checks to an online reputation agency isn’t enough over the long haul — you’ll also really need to get your own house in order.

Most online reputation management (ORM) agencies can easily take back all the land you’ve ceded to negative reviews, rigorous and vigorous besmirchment, and terrible happenstance; however, this is all assuming you’ve been done wrong.

I call this scenario “the clean.” The crime scene may well be bloody and I may well need to don a Hazmat suit, fill my bucket with Clorox bleach, and get scrubbing with my stiff brush until the apartment is again rentable. The crime is over, it’s unlikely to repeat, and my job is just to restore the scene to normal. Continue reading

September 26, 2013

7 strategies for succeeding in the new Google Search

search
Image by Fairfax County on Flickr

Changes in search results require changes in content & marketing strategies

This is the second of a two-part series on Google Search. Also see:
Content strategies to deal with Google Panda & Google Penguin

Target audience: Marketing professionals, SEO specialists, PR professionals, mobile strategists, businesses, nonprofits, Google Plus users.

Chris AbrahamAcouple years ago, search engine optimization (SEO) held a lot of secrets. But that’s not quite as true today.

To a large extent, SEO today has become a war between Google’s vision of what quality and valuable search results should look like — and the rewards conferred to anyone who can just produce content that meets those stringent standards — and an entire industry that is committed to finding every shortcut and loophole possible and systematically exploiting those loopholes for as long as possible until they’re closed. The entire SEO industry has been almost entirely fueled by exploiting shortcuts, loopholes, link syndicates, link conspiracies, strategic linking, shadow linking, and shadow content. And it’s mostly worked, too, until recently. Until Google really started rolling out Panda and Penguin algorithms, as I wrote about Monday. Continue reading

June 19, 2013

WordPress SEO plugins to boost your search results

wordpress

Yoast, All in One, W3 Total Cache: Which is right for your business?

Guest post by Angie Picardo

Angie-PicardoWordPress is more than just a blogging platform. It can also be used as your content management system. Of course, part of managing content is ensuring that your site stands out and can be found among the millions of sites on the Web. One of the main tools for marketing to the right people is search engine optimization (SEO), or how to rank higher in Google’s search results.

SEO plugins are ready-made widgets that can be plugged in to your WordPress site to do lots of cool stuff. Plugins are modules of code that can easily be added to an existing WordPress site. The majority of plugins are free, but some do have a price, which goes to subsidizing their development. SEO plugins are useful for small businesses because they help business owners and bloggers understand what kind of keywords are producing results. These plugins can help in analyzing how users find your site. The information they provide can also help users make their sites more visible in search engines. Continue reading

May 9, 2013

Don’t overlook LinkedIn in building your new business

LInkedInSS

9 ways to leverage the power of LinkedIn

Guest post by Cara Aley

caraaleyThe right digital marketing strategy is important for every new business. Many new business owners focus their efforts mostly on Facebook and Twitter and overlook how useful LinkedIn can be in the launch and building of awareness for their businesses.

Below you’ll find multiple ways in which you can use this powerful networking website to help successfully promote your new business.

Create a profile for better SEO

Create profile

1LinkedIn is one of the more search engine optimized websites. Simply creating a profile on LinkedIn for your business will ensure that it is pretty quickly one of the first links people will see when they search for your business (this is good for both SEO and reputation management, pushing other links down further in search results).

In creating your profile on LinkedIn, you can provide a company description, a separate product description page, and other links (including one to your website). Use keywords in your company and product descriptions to ensure SEO opportunities. Continue reading