The past year has meant I have spent a lot of time doing something I’ve never had to do before, and something only a small number of SEO’s specialised in before April 2012. Over the past year I have worked with at least one site per month that has received a link penalty of a manual or algorithmic nature.
When should you clean up?
If you’ve received an unnatural link warning or you have seen a significant decrease in rankings around the time of a penguin update then you need to take action as soon as possible.
If however your site is ranking fine but you are sat on a site with a number of shady links in your link profile then it all depends upon your niche and your risk profile. In these situations I would rather build some more high quality links than start a major link cleanup exercise.
Get as much Link Data as you can
The mistake too many people make is just relying on one or two soruces of data for their Link Audits. Personally I will try to obtain as much data as possible from ahrefs, Majestic, OSE, Google Webmaster Tools and any reports the client might have from past SEO agencies. Continue reading →
In my recent content strategy post I told you that I would be writing up some articles on how to promote the hell out of the content you had created.
I think it’s important for anyone involved in digital marketing to understand what will motivate someone to share your content and when they are most inclined to do so you can develop the next step in your strategy.
Most marketers have a good grasp of the Extrinsic Motivators (price, features, benefits) of a product or a piece of content but we often struggle with the Intrinsic Motivators (how does the product align to a person’s feelings or goals). People are thinking feelers not feeling thinkers.
As a bit of a psychology fiend I just wanted to share this video I found a few days ago on Youtube which explains the different ways in which advertisers use persuasive psychological techniques in their advertising campaigns.
The video covers peripheral messaging and it got me thinking about it’s correlation with online marketing.
The concept of peripheral advertising is essentially what the term implies; the marketing is conducted as a secondary effort to the main project, promoting the product or service tangentially.
The other element of the video I thought would be useful was the way in which people are influenced by colours and the associations we have with them. Something to consider the next time you are designing a landing page or infographic.
Anyway it’s only a few minutes long and you never know you might learn something new
Once you have determined the main theme for your niche site you need to set out a content strategy for it. I am currently working on the design and content strategy for two of my new niche sites and as I want to make sure that these sites are both successful and profitable I am investing a lot of time right now in these early stages.
In the pre-Panda days it was very common place that after a bit of keyword research to determine the long tail and related search terms for your niche site thin, spun or cheaply outsourced articles would be generated to make it possible to rank your site for these search terms. Today I think it’s very important that people who are developing niche sites as a source of income develop a content strategy that puts the user first and not the search engines.
Niche Site Content Strategy 2009
Niche Site Content Strategy Today
“Content strategy is an emerging field of practice encompassing every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, management, and governance.”