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The primary Google Penguin update and all of the subsequent Penguin updates have targeted sites that were guilty of “over-optimization.” These sites were taking SEO to the extreme and participating in activities that the Google Webmaster Guidelines advised against in an attempt to gain an unfair advantage over the competition. Site owners that used a keyword-rich domain name as opposed to the brand name, created keyword-rich microsites to rank highly for specific keywords that would then direct visitors to the main site, wrote low quality content that was written primarily for the search engines instead of target audience members, and relied too heavily on keyword anchor text usage saw a huge dip in traffic and rankings. Read the remainder of this entry »
Content marketing can only be effective if the content you’re producing is relevant and informative enough to attract your target audience and hold their attention. Relevance will most certainly depend on the specifics of your audience, which is why smart content marketers think in terms of audience segments. These might include the different roles, industries, and organizational sizes of your target audience members, for example. Those are fairly common ways of breaking your audience down. But one important way you may not have thought about segmenting your audience is by where they are in the buying cycle. Read the remainder of this entry »
I bet you are wondering why I am constantly begging you to stop being coy, a nice guy, putz, wimp, wuss, wall flower, git, used-car salesman, poseur, recluse, hermit, fool, daydreamer, or introvert when it comes to being online. Me too! Well, because I am trying to help you break down all your inhibitions, that’s why. I want you to be more willing to treat your social media followers the way they deserve: at the very least like allies, fans, and acquaintances; and, hopefully, like the friends they are or will become. Read the remainder of this entry »
The SEO process looks the same, for the most part, for any website owner. Small businesses and large businesses have the same goal–to improve their search engine presence in order to generate more visitors to the site. The process begins with industry and keyword research, then on site optimization, and then ongoing link building. Because enterprise organizations have more resources than smaller companies, it would seem as if an enterprise SEO campaign would be more successful. This isn’t always the case, especially since enterprise organizations often make mistakes that smaller companies do not. Here are 3 common mistakes that large corporations make during an SEO campaign.
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