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A Guide to Marketing on Reddit

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Reddit is a community platform composed of many different sub-categories called “subreddits”, each of which is a place for the app’s users – known as Redditors – to submit and talk about content related to a specific topic, such as fashion or movies.

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There are two essential content types that can be added to a subreddit. The first is a link post, which consists of a title that links to any page on the Internet. The second is a text post, which is simply a title and a few brief lines of text. Text posts also are called “self posts” because they link only to themselves, rather than to another web page.

Beneath each post is a comments section, where Reddit users can discuss the content. Read more

7 SEO Experts to Follow on Twitter in 2015

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When optimizing your site for SEO, doesn’t it make sense to understand- from the get go, the tactile and immediately actionable incremental improvements you can make to parts of your website to improve rankings, performance and traffic? One of the most practical ways to stay on top of the advanced SEO techniques that exist today is to follow the right people on the social media networks, in particular Twitter. Comparing the findings of Klout, Wefollow and Followerwonk, below is a list of 7 influential and prominent SEO experts to follow on Twitter in 2015 for valuable insights about everything- from schema.org to the significance of site speed.

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But first let’s quickly talk about Matt Cutts! After all, up until recently, he would have, no doubt, topped this list.

About Matt Cutts (@mattcutts)

Matt Cutts joined Google as a software engineer in January 2000. He later became the head of Google’s Webspam team and an official spokesperson for publisher and webmaster issues until July 2014 when he took a leave to spend more time with his family. This makes Matt Cutts a 14-year veteran of Google and an SEO expert although he has now extended his leave and it is unsure whether or not he will ever come back. You can still follow him on Twitter but he is no longer communicating much about search topics or new things in search.

7 SEO experts to follow on Twitter in 2015

1. Danny Sullivan (@dannysullivan)

Founding Editor of Search Engine Land and Marketing Land, with Matt Cutts out of the picture, it makes sense that Danny Sullivan is the #1 SEO expert you should be following on Twitter for SEO news, techniques and tips to be insanely successful and prosperous on the web. He is also the Chief Content Officer for Third Door Media and produces Search Marketing Expo, the world’s largest search marketing conference series aimed at educating internet marketers about search.

2. Rand Fishkin (@randfish)

Rand Fishkin, also known by his ludicrous job title “Wizard of Moz” is the co-founder and former CEO of Moz. He loves to speak about the world of marketing and technology including content, search and social from his blogs (note the “s” annexed to “blog”) to Facebook, Twitter, Google+, LinkedIn and a shared Instagram account. He is also a co-founder of Inbound.org and the co-author of The Art of SEO. Read more

8 Considerations to Build a Website With Maximum SEO Potential

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When building a website from scratch, to make it both usable for visitors and optimized for the major search engines like Google, Yahoo! and Bing for good visibility, findability and traffic, some SEO components need to be incorporated into the design of the site and its architecture right from the get-go. Sure you can develop a website without SEO strategies in place and later optimize it but it’s most efficient to do it from the beginning. It’s like building a house with hardwood floors and taupe paint with the intention to later change it to carpet flooring and olive green paint. Changes can of course be made but it will eat up additional time and resources.

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With each passing year, companies increasingly understand the importance of sound SEO strategies for the successful online performance of websites. After all, your website could be the sleekest and prettiest of all websites but if it is not structured properly and ergo doesn’t rank well up the SERPs, what’s the point?

8 SEO components to incorporate into the design and architecture of a website from the very beginning

1. Avoid “code bloat” by keeping the website layout as simple as possible

With HTML and CSS, there are a thousand and one ways to achieve any result you want but that does not necessarily mean that all the solutions are created equal. To avoid “code bloat”, keep the layout of your website as simple as possible and avoid using unnecessary code. You may think the extra code is harmless as long as the website looks good for users but this is not the case. For a start, simple code is recommended because it is more likely to work in different browsers. Then of course unnecessary code means bigger files and therefore slower page load times as well as increased chances of crawling issues.

2. Use simple-to-understand URLs

URLs with words that are relevant to your site’s content and structure are friendlier for visitors. So if you’re trying to determine what type of URL structure to use with your new website, remember that visitors may be intimidated by extremely long and cryptic URLs. Search engines like Google are good at crawling all types of URL structures but making your URLs as simple as possible is a good SEO practice because they clearly convey the subject matter of your content.

3. Keep your website navigation simple and descriptive

When building a new website, a key consideration is keeping the navigation structure simple and efficient to make it easy for visitors as well as the search engines to follow. In fact, many eye-tracking and usability studies have shown that the best positions for a website’s main navigation menu is either across the top of the page or vertically down the left side.

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Knowing the Difference Between Content Marketing And Copywriting

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To many brands and businesses, content marketing and copywriting is one and the same thing. This is not completely crazy because, indeed, a couple of shared aspects underpin them both including:

  1. The skills of an experienced writer
  2. The art and science of influencing the purchasing decisions of prospective buyers

Those are the similarities between the two. Now the difference between content marketing and copywriting lies in the purpose of writing and the way in which the literature seeks to influence the readers.

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In content marketing, information is produced and published to:

  1. Build trust and authority among your customers
  2. Build relationships and a community around your brand
  3. Become recognized as a thought leader in your industry

Therefore, as a content marketer, you need to generate an unending stream of interesting, unique, and valuable content – a mix of multiple content types including blog posts, videos, podcasts, webinars, infographics, newsletters and others.

In copywriting, you want the readers to take a specific action, whether it’s buying a product, visiting your local store or following your company’s page on Facebook. In a way, copywriting is content writing in a more attractive and enticing form. The information is structured so that it grabs the attention of the readers immediately. Copywriting is used for things such as landing pages, direct mail campaigns, sales pages and infomercials.

About Copywriting

If you are creating a landing page or sales advertisement, poor copywriting can cause the downfall of even the best marketing campaign. To be effective, copywriting needs to be striking, compelling and optimized for the search engines. It may not always seem like it but there is a lot more to copywriting than a powerful sales message and a flashy headline. Some attributes of good copywriting include:

  • An attractive headline to grab the attention of readers
  • The headline also needs to be clever and offer reader benefits
  • If you are writing content for a landing page or sales copy, stick to simple language
  • Avoid long words, complex sentence structures and too many technical jargons
  • The content needs to benefit the reader
  • It also needs to inspire trust and authority
  • Avoid being pompous and do not exaggerate with your claims
  • The content should have a clear call to action

In any marketing campaign, copywriting is important to achieve your sales objectives. It’s straightforward advertising and it tells potential buyers why they want to buy a specific product or take an action like visiting a social media profile. It’s also totally acceptable to set a shameless metaphor hook. For example, if you were a restaurant, your copywriting would include photos of your food and words aimed at making people drool. And sometimes the success of an ad campaign comes down to a just one punchy line that paints a powerful picture. Don’t we all remember lines like:

Have a Coke and a smile.” – Coca Cola

About Content Marketing

In contrast to copywriting, content marketing is commercially neutral. The content produced is aimed at educating readers and providing solutions to their problems. Ergo, you subtly influence their thought-process and make them more prone to buy from you after establishing your authority in the industry and inspiring trust.

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A Quick Guide on the Importance of SEO in Integrated Marketing

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Previously, for a website to do well in the SERPs, it needed to tick a few, very specific boxes:

  • Good content architecture crawl-able by the search engines
  • Good site architecture with internal links
  • Strategic use of target keywords
  • External links that use a targeted anchor text

But quite a few rules have changed in recent years. Search engines have now grown smarter and for attaining high rankings, marketers need to be knowledgeable about a number of things including content creation and management, branding, PR, social media, email marketing, search marketing and community building.

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Another important consideration is the integration of SEO with the different marketing divisions to reinforce the impact of each distinct marketing channel and methodology. This leads to a more consistent and effective marketing process, which in turn translates to better exposure, conversion, customer relations and retention.

Integrated Marketing & SEO

PR, Social Media & SEO

In the busy and distraction-rich world we live in, there is an increasing need for marketers to create content that’s compelling for readers and the media. For instance, a marketing campaign with a good story and enough material for people to credit will attract the right kind of audience and the media. At the same time, without trying or even realizing it, you would have accomplished valuable link building. As a bonus, the links acquired this way don’t only “look” natural, they actually are, a byproduct of achieving bigger goals.

Another SEO consideration is putting at least part of the campaign on the actual company website while hosting any competitions and other materials on a subdomain. Too often, marketers use a separate domain for each distinct campaign and these are never mentioned on the main company website.

At this point, it’s also worth noting that like SEO, PR and Social media are not things that only large businesses have to worry about. It’s relevant for start-ups as well as small and medium-sized businesses. For any campaign, SEO, PR and social media can support one another, in particular when it comes to keyword research for both branding and search. Integrating PR, social media and SEO almost means that once the campaign is over, your website will keep ranking well for that particular  campaign thus giving rise to long-term benefits.

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6 Companies that are Getting Content Marketing Right

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The web is home to over 60 trillion individual pages. For a typical query, there are thousands (if not millions) of webpages with helpful information. As such, marketing today is about relationships. The way to do this is creating content that stands out.

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By definition, content marketing is the science and art of producing content that builds trust and authority in your industry.

Standout Examples of Good Content Marketing

1. Lush Digital Media’s LTV video series

The LTV- Leadership-Thought-Vision video series by Lush Digital Media is content marketing that stands out. Every fortnight, interviews with some of the biggest “Thought Leaders” today from a wide variety of industries including government, technology and healthcare, are published on the agency’s YouTube channel. There is no pitch there! It’s just great information to inspire motivation. The fortnightly dose becomes addictive!

LTV- Leadership-Thought-Vision-video-series

The take-away: Provide value content. It’s not all about selling.

2. ‘The Epic Split’ by Volvo Trucks

A live test aimed at demonstrating the stability and precision of Volvo Dynamic Steering, the Jean-Claude Van Damme stunt video from Volvo Trucks is majestic, powerful and visually spectacular to watch. It was the season finale of a series of 6 stunt videos by Volvo Trucks last year to test the quality of its trucks. Compared to its previous video ads (which have been documentary-style), last year Volvo Trucks invited several guest stars including World Champion slackliner Faith Dickey and Hollywood legacy Jean-Claude Van Damme to realize the ultimate ad for Volvo Trucks.

The take-away: Think outside the box.

3. Google Doodles

Doodles are fun and spontaneous variations of the Google logo to mark holidays and other special events such as anniversaries and the lives of famous people including scientists, artists and pioneers.

Google-Doodles

The first Google doodle was produced for Bastille Day in 2000. It was so well received by users of the search engine that over years, Google has created over 2000 doodles. And while for the most part, a team of illustrators and Google engineers are behind every doodle we see, users can email their ideas to proposals@google.com.

Google Doodles has turned into a much-loved tradition and makes an outstanding example of engaging content marketing.

The take-away: Ask and you shall receive. Your audience wants to feel like they belong.

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How to Optimize Content Length for Maximum Engagement

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Blog Posts

One thing bloggers are often conflicted about is this: How long should my blog posts be? The answer is: It depends. The blogging community is divided on the issue and with good reason. At the end of the day, it depends on what you hope to accomplish through your blog.

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The Case for Short Blog Posts

Short blog posts (posts with 200-400 words) have many supporters. In truth, these are perfectly acceptable for a blog aimed at selling a particular product or service. These short blog posts are effective because you get straight to the point with a clear call to action. And because people tend to have short attention spans, you want to get to the point before they forget why they are on your blog.

If you need inspiration on how to properly construct a short blog post, the flawless approach of Seth Godin and David Vandagriff might be of great help. Conveying high quality and valuable information that will inspire interest and trust in 300 words or less can be deceptively challenging.

The Case for Long Blog Posts

In contrast to people who endorse short blog posts and make them work are those who are of the opinion that longer blog posts are meatier. We’re talking about 1,000 words or more here.

The question is: If short posts work, why would anyone sit down and write content with 1,000 words and above?

The answer is simple: It’s good for search engine optimization.

According to a research by serpIQ, for most SERPs, at least 1500 words for blog posts is a good target.

The reasoning: For some years now, Google has been trying to favor fully fleshed out site with a lot of quality content. With longer posts, you have more flexibility with keywords. So in a typical 1,500-word blog post, it’s highly likely that you’ll include a lot of keywords that may not be specific but still related to the theme of your post as compared to limiting yourself to one or two specific keywords. To Google, this will qualify as content designed to provide valuable information to users rather than please bots.

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