In the previous parts of this series we have seen what an excellent sales,marketing and networking tool Linked In is.I am pleased to say there is a further bonus and that of course is that it can really help boost your Search Engine Optimisation(SEO). As we are seeing with other Social Media Platforms like Twitter and Facebook,Google (and for that matter Bing ) place an increasing emphasis on Social Content. As you will know from other posts on the this blog authentic content is king and Linked In is a great source of content.Also using Linked In provides a credibility that most people look for when Googling, or researching a certain person,topic or Company.
So what are the key things you need to do on Linked In that will really help your SEO?
1. Use Anchor Text in Links
Every Linked In profile can list as many as 3 web links. The default options include “Company Website” and “Blog,” but these just aren’t very SEO-friendly. You can customise the URLs by selecting the “Other” option. Use a keyword-rich title, such as “My E-Commerce Bike Accessories Website.”
2. Finish Your Profile
As we saw in Part 1 this is obvious,but far too many people haven’t taken the time to fully complete their Linked In profiles.You can see here what you need to do more generally to optimise your profile but there are two SEO specific things to look out for.Firstly don’t be afraid to add your entire work history (may be not the paper round you had aged 13!).There may be individuals looking you up by previous jobs you have had.This is especially important if you have a pretty common name Secondly making sure if your profile is completed with key words your want associated with your name really helps too.
3. Keyword-Optimise Your Job Titles
Optimising your job titles slightly (though obviously don’t embellish) to include a few keywords is helpful. For example instead of “Sales Manager,” it helps SEO wise to clarify by saying “Software Sales Manager.”
4. Maximise Your Group Membership
Joining and participating in relevant groups obviously helps your networking but from an SEO point of view its also useful too as the group names appear on your profile, search engines have no choice but to crawl the titles and learn more about who you are and what you do. Not only will industry-relevant groups improve the keywords on your profile, but local groups like “West Midlands Engineering Professionals” can also help with Geo-targeted SEO. Joining a group related to your line of work is also very important. Not only does it give you a chance to network with colleagues, but it also allows search engines to associate your name with the group in searches.
5. Maximise the number of Network connections you have
Quite simply Linked In’s own search results elevate results for connections within a network (i.e. 1st, 2nd, 3rd level connections, groups).Therefore.the more people you are connected to the better.
6. Optimise Your Job Descriptions
Make your job descriptions on Linked In creative,truthful,descriptive and brief. Don’t write paragraph after paragraph use a wide variety of relevant keywords in bullet-pointed lists. This also helps the reader when scanning your profile for relevant experience.
Just like other areas of SEO so called keyword stuffing is a bad idea.This is where you repeat the same keywords ad nauseum throughout your profile.It doesn’t help SEO wise and its not very nice to read either.
9. Promote Your Linked In Profile Elsewhere
Hopefully obvious this one .Put a link to your Linked In profile on Facebook, Google+, and any websites you maintain to create inbound links.
10. Be Vigilant About Building Recommendations
When you have 10 or more recommendations it will elevate your profile’s search ranking.
11. Leave No Field Blank
Enough said hopefully
12.Keep Collecting Endorsements
While endorsements don’t yet directly help how well your profile ranks on Google they are a measure of ‘engagement’ with others.Google likes engagement as we can see from the development of its own ‘+1′ in Google+ so its likely this was and is changing.
13.Post Regular Updates
We know from other aspects of SEO that ‘content is king’ so regular updates are important a passive profile is less SEO friendly. I suggest one update a day to most clients ideally posted between 8.30 am and 11.00am.
Linked in was designed as a recruitment forum and then became a networking tool and now its a ‘Sales Tool’.As we have seen it can also really help your SEO which is just a bonus really isn’t it.
I hope this helps and get in touch if you need our help getting sales leads for your business from Linked In – email@example.com
Using Linked In is a great way to make connections with people and network.It is also excellent for looking up information on potential clients and doing your “homework” on people you are going to be meeting. But you can also use Linked In for selling. The first thing you need to consider is how Linked In works and set it in context with other well known Social Media channels.When we use Twitter we use it for three things to pass on useful information/links or to share images or to comment on current events. Facebook is the place where we just chat with our friends.Linked In is where we connect with business people and find out useful information about them. We do not expect to be “sold to” in fact its frowned upon by many Group Owners. So,if you try to sell on Linked In you will face almost inevitable rejection because such activities do not match user expectations.
However, plenty of people are selling successfully on Linked In by adopting a gentle and subtle approach, rather than “in your face”.
Technically this is known as inbound marketing its really getting the customer to come to you not the traditional outbound way of going to them with your message.So the key to sell on Linked In is really to is to stop trying to sell…! Linked In are constantly changing and improving the features they offer to reflect the number of users who now use it as a sales tool.
So with both these things in mind what are the key things you need to do to get sales leads on Linked In?
1: Have a Strong Call to Action and Link
You can add custom banners to your company page for free with each of these banners linking back to your website.You can add up to three different link-able product banners (646 pixels x 222 pixels) to the Products & Services section of your company profile. This is a great way to funnel Linked In traffic to a targeted landing page.
2: Target your audience.
Linked In has been making it easier for companies to reach their target audience. Recently, they started allowing companies to tailor status updates to specific Linked In connections (based on industry, seniority, job function, etc.).Companies can target connections with specific status updates based on job function, seniority level, industry, company size and geography. You can attach files or pictures (along with links) to your status updates.This helps your company status updates look more prominent and ‘Pop Out’ of the update stream increasing visibility and click-through rates with each post.
To do this click on the paperclip icon to attach your image.After attaching your image, you’ll have an opportunity to edit the title of the image and description, which can serve as a teaser to get people to click.To target your audience you must have at least 200 connections in the audience list in order to target them with your update.For example, you may only want to target non-employees with offers. To do this click on the Targeted Audience drop-down to choose your target. Add your status update and link last so that both an image and URL will appear.
3: Use the Linked In Lead Collection Widget
If you decide to test an ad campaign budget on Linked In,try the Lead Collection widget on your landing page.This little box sits at the top of your website and allows people to easily submit their email address to you with one simple click.
4: Create Custom Calls to Action and Content
Linked In Products & Services pages can serve up different content based on the profile of the user.
Not only does this allow you to use the right language (based on geography), but also feature only the products and services that might interest certain types of people (based on their job function, company size, industry and seniority). It then allows you to provide the right messaging and links.Use the Dashboard to create multiple versions of Linked In company product pages based on audience types.
Creating custom content for specific Linked In members helps you drive them to appropriate landing pages and/or specific phone numbers to reach specific departments in your organisation. Creating unique pages only takes minutes, so the time investment to test this out is minimal.
5: Post Linked In Company Status Updates in the Morning
Aside from posting company status updates during high-conversion periods on your own website, you should also post updates during the times of day you get the most impressions on Linked In.Lana Khavinson, Group Product Marketing Manager at Linked In, says, “We find that companies get the greatest engagement from morning posts. That said, we are seeing engagement rates increasing in the evening as our mobile and iPad apps keep gaining massive traction. We encourage companies to test posting at different times of day so that they can find what works for them and their target audience.”
Engagement metrics on posts can be seen by Admin Users of company pages these show engagement numbers (impressions, clicks and shares).You should test what works best for your organisation to work out what types of posts are driving the most relevant traffic and/or leads to your site.Also look out for what type of content gets the most shares, since number of shares means even more visibility for your business in other people’s Linked In streams.
6: Use Linked In Products & Services Pages Like Landing Pages
You can link Linked In Products & Services Pages to your landing page, you can also allow Linked In members a quick way to ask a question or message you without leaving Linked In? This is a great way to make it easy for customers to contact you for a product or service they are interested in.Besides, getting a message through Linked In and connecting gives you access to prospects’ email addresses. This means they’ll start seeing updates from you, which can help nurture relationships and increase the likelihood of turning prospects into clients.You can add up to three different people in your organisation to receive messages from product pages. To do this, simply go to the Products & Services tab and click on Edit.Then go to the Contact Us section on the right-hand side of the page and add the people in your organisation who are equipped to handle questions from prospects.You might feature someone on your sales team, products team and/or a senior manager (depending the product or service offered).Obviously make sure the person you assign will be frequently checking Linked In for any messages.Also make sure he or she regularly posts about your company to keep any potential leads up to date with new products/services.
7: Send Custom Messages to Your Target Market’s Inbox
Linked In Sponsored Inmail has really taken off. Its one of the best sales tools on Linked In.You don’t need your own contact list because you just work directly with Linked In to identify exactly whom you want to email. Craft your message, add your URLs and then let Linked In do the rest.It’s a great way to build your leads and targeted traffic to your website. To use Inmail you need to subscribe to one of the premium versions so it does have a cost but the ability to target specific people in organisations is a powerful reason to use it.
When you launch a Sponsored Inmail campaign,the person you’re trying to reach gets a notification about an important message in their inbox. The alert is also visible on certain pages of your Linked In account.The response rate compared with traditional email marketing is very impressive.If the prospect does not respond Linked In credit the cost of the Inmail back to your account so you can use it on another prospect.
8: Promote a Linked In Group Your Target Market Would Be Interested in Joining
If you want to grow your network and leads, you need to provide your insights and ‘thought leadership’ in relevant Linked In Groups where your target market is talking. This doesn’t mean bombarding groups with redundant content and links back to your website. That just makes you look like a spammer (and desperate for attention).Instead, use these groups as opportunities to learn more about your target market and share insights. Strive to become a valuable resource ,contributor and ‘thought leader’ to the community.
Companies can showcase favourite groups on their Linked In profile, and it’s a great opportunity to guide your target market into a community you’ll be participating in.This is how you build relationships, and over time you will earn credibility, new business and more referrals.You might even consider forming your own group in a particular niche subject or market.
Linked in was designed as a recruitment forum and then became a networking tool and now its adding ‘Sales Tool’ to its credentials. Counter intuitively though to get sales leads don’t sell !
I hope this helps and get in touch if you need our help getting sales leads for your business from Linked In – firstname.lastname@example.org
Linked In Company Pages are a combination of a number of different features that integrate with other key Linked In functions. They are a great opportunity for Sales teams to maximise their use of Linked In .So what are the key features of Linked In Company Pages. Perhaps the best way to see that is to compare them to something very familiar to most of us Facebook Fan Pages.
With a Facebook Fan Page you can see that a fan page provides details about a company in the “info” section, but this is not its primary focus which is representing the visual brand and identity of the business.In Linked In people are also introduced to a company on its page and that’s its primary purpose. The Facebook Fan Page allows ‘fans’ to ‘like’ a page and then engage with it and allow a viral spread of information to flow through networks of Facebook friends.The Facebook page also provides a platform for companies to launch campaigns through the use of Facebook Apps as well as market their products and services through landing pages and other tabs.
Facebook Fan Pages were also developed as just that, created by and for fans of popular music, entertainment, and even top sports people.
Fan pages were not specifically designed for marketing Businesses though by default they have become a good medium for Business to Consumer (B2C) marketing and Brand awareness. Realising their commercial potential Facebook has concentrated on offering more functionality for businesses that manage page and it has given administrators more control over those pages. It also offers measurement tools like page insights showing reach ‘Likes”Reach’ and ‘Engagement’.
However Linked In Company Pages were created to help both job candidates and the professions do research on companies that are represented on Linked In.The data was originally pre-populated through a combination of efforts by Linked In, user-generated content from profiles, and some statistical information from Business Week. Initially the ability to search companies was not added and when it was it was designed as a tool people could use to work out their connections to a particular company. So if you were looking for a business provider with particular expertise, you could check if any of your first-degree connections were employed by such a company. This aspect of the Company Page is still highly relevant.
However in more recent times Linked In has developed a feature allowing Companies to update their followers directly through publishing Status Updates. This means that, like Facebook Fan Pages you can publish posts into the news feeds of your followers (equivalent of fans on Facebook).However, Linked In does not use the same type of algorithm that Facebook has. This means that, while only 17% of your updates reach your fans on Facebook, your Company Page updates reaches all of your followers.
Here are the key features and Functions in Linked In Company Pages:
1.Search: Users can search for companies by keyword, location, industry, relationship, company size, number of followers, and other criteria.
2.The Overview Page for a particular company has information about who connects you to that company, as well as about its employees,status updates, recent blog posts, mentions in the news and general statistics.
3.The Statistics Page, this is accessed through the overview page, is completely comprised of user-generated content from profiles and provides employee information for job seekers (such as job function composition, years of work experience, and educational degrees attained by current employees) as well as business intelligence that could be used for sales and business development purposes (such as new employees, former employees, and most recommended employees).
4.The Careers Page this shows any job openings.
5.The Products and Services Page is created by the company to showcase its products and services. Linked In users can recommend a company’s products and services and their recommendations appear here.
6.The “Follow Company” button allows any Linked In user to stay updated on new jobs, hires, and departures from any company’s page.
7.Companies can post status updates to appear on the news feeds of their followers.
8.Page Administrators can have access to an analytics page as well.This is similar in format to Facebook Insights showing impressions,clicks,reach and engagement.
The Linked In Company Pages offer a great mix of functions and features that allow your business to have a distinctive corporate presence on Linked In. Optimising your Company Page also gives your employees the opportunity to be found in searches and increases the chances that your company will be found on Linked In.
I hope this helps and get in touch if you need our help setting up your Company Page correctly – email@example.com
With headquarters in San Francisco and offices around the world, Tapjoy is a mobile advertising platform with a difference. Via the Tapjoy Mobile Value Exchange®, Tapjoy creates a unique relationship between mobile app developers, mobile app users and advertisers. Tapjoy’s core tenet is the rewarded advertising model, which makes it easy for developers to make money in their application by offering consumers a way to get in-game currency by engaging with an ad.
Reaching more than 450 million mobile users every month, Tapjoy delivers unrivalled opportunities for both app developers and advertisers, while offering app users access to premium in-app content in exchange for engaging with advertisements of their choice.
How Tapjoy Works for App Developers
In a world where creating a popular app no longer automatically means monetary success, Tapjoy offers app developers a way to monetize their creations while avoiding annoying their users with unwanted adverts. Overloading users with unwanted pop-up and banner ads can often lead to the user getting fed up with their play being interrupted. They may even consequently just delete the app. Tapjoy offers users the CHOICE to view an ad in exchange for access to premium content, including extra lives, coins or power-ups. This creates happier users and MORE users for developers – a win-win.
Trends show that app users are becoming less and less likely to pay to download apps. Additionally, with so many horror stories about staggering bills for in-app purchases, users are becoming more and more cautious about their in-app spending. For some app developers these in-app purchases are their only form of revenue. In contrast, using Tapjoy’s Mobile Value Exchange®, the developers can gain substantial monetary reward every time a user chooses to watch an advert. Users earn virtual rewards, while the app developer earns real money.
The world of mobile advertising may seem complicated at first, but Tapjoy makes it easy to get started on making money from your app. All it takes to start is to integrate Tapjoy’s SDK with your app.
As well as gaining revenue from other companies advertising in their apps, developers can use Tapjoy’s intelligent advertising platform to advertise their own games in other apps.
Tapjoy works on a “Pay for performance” basis (similar to Google’s Pay-Per-Click method) whereby the app developer only pays if a user chooses to download the app. Tapjoy takes the risk out of advertising your mobile app – you only pay for what you get.
The video below shows how Tapjoy works for developers and can help to increase their revenue by on average 60% in Android and 40% in iOS.
How Tapjoy Works for Advertisers
It is no secret that more and more people are using their mobile devices every day to interact, make purchases, read the news and play games (amongst other things). People all over the world use their smart phones and tablets almost everywhere: on the bus, while shopping, while watching TV and even in bed. Mobile has become one of the most important methods of consuming media, and people spend, on average, two hours a day using their smart phones and tablets. A massive 83% of that time is spent using apps.
How advertisers go about taking advantage of this growing marketplace varies. Some choose the bombardment route, flashing banner ads at every opportunity, paying app developers huge sums to advertise on their popular apps. Others choose a smarter, more cost effective route – the Tapjoy route.
Instead of bombarding and, consequently, annoying prospective customers, Tapjoy’s Mobile Value Exchange® offers advertisers the chance to give prospective customers what they really want. It is very simple – a user is enjoying an app but needs extra in-app currency to unlock a new level or open premium content. Instead of paying with real money, the user is able to select and view an advert and, in exchange, get these extra app features for free. Users earn VIRTUAL rewards; advertisers earn REAL customers.
By inviting them to choose which advert to watch, advertisers access users who are genuinely interested in what they are viewing. This increases conversion rates massively and offers significant return on investment for the advertiser.
Tapjoy works with more than 8,000 mobile apps each quarter and has a reach of more than 450 million mobile users every month. That is 450 million users that could CHOOSE to view your advert, sign up to your mailing list, or download your app. It is no surprise that countless companies, large and small, are making Tapjoy a priority in their marketing strategy.
Tapjoy’s Pay-for-Performance model also means that advertisers are not wasting their marketing budget on targeting customers that may never see their offer, relate to it, or respond to it. By reducing the risk of waste, advertisers using Tapjoy will only pay when a user has completed an action. That action could be signing up to a mailing list, calling for a quote, or simply viewing their advert. By becoming part of Tapjoy’s marketplace, advertisers can gain access to over 450 million mobile users, but only pay for those who are interested. Tapjoy’s marketplace is targeting at its best. Where else can an advertiser grab people who actually choose to hear their message?
Advertisers on Tapjoy’s marketplace can also benefit from end-to-end campaign management. Tapjoy can track, measure and report on an advert’s performance. And, with their extensive knowledge of the mobile advertising marketplace, Tapjoy can offer suggestions to the advertiser on how to improve upon their message, make the most of their advertising opportunity, and increase conversion rates. On top of that, Tapjoy can produce the advert or offer and make sure that the right messages are being received. Some of the many solutions offered to advertisers are listed below.
Tapjoy Rich Media – In a single ad unit a prospective customer can be driven through the entire purchase experience, from awareness right through to purchase and loyalty. Rich media ads offer interactive experiences for the user, including in-ad games and product customization. For example, car advertisers can use rich media adverts to enable the user to build their own customised car that they will be more inclined to want. With an enticing call to action at the end of their experience, the advertiser is being handed warm, engaged customers who will be much more likely to convert to purchasers.
Tapjoy Marquee Video™ – Advertisers are given the option to have a stand-out, featured advert running across the top of the Tapjoy marketplace, offering high-impact exposure.
Tapjoy Video Plus – Engaging videos are an advertiser’s best friend. Video advertisements get prospective customers interested and fully engaged. Tapjoy advertisers will only pay if the video is watched right to the end. Customisable calls to action at the end of the video will drive the customer through to follow the company on social media, sign up for a newsletter, request a quote, or even make a purchase.
To find out more about how Tapjoy works for advertisers take a look at the video below.
How Tapjoy Works for App Users
Anyone who is addicted to the latest app will know how frustrating it is to be just a few coins short of buying the tool that will help you to finally crack the level you have been trying to pass for over a week. Or, how annoying it is to run out of lives just as you’re about to set off on your hour long commute. Instead of racking up a huge in-app purchase bill, Tapjoy offer users invaluable rewards in exchange for (for instance) watching an advert or signing up to a company’s mailing list. By being able to choose which advert they interact with, they are likely to enjoy and remember it more.
Everybody likes to get something for free, and whether the user needs virtual coins to buy a new vehicle for their game, wants to watch a full length film for free, or wants access to premium content, by clicking a button to access the Tapjoy marketplace they can gain these rewards without having to spend a cent. Most app users understand that the app developer needs to make money somehow. By having the choice of when and how to view adverts, the users will actually find the Tapjoy Mobile Value Exchange® rewarding – not an annoyance.
What is so special about Tapjoy?
As well as offering an unrivalled model that connects the three interested parties in the mobile world, Tapjoy offers other tools to help make this process even smoother.
For developers Tapjoy offers extensive resources and insights to help keep abreast of the ever changing marketplace. For advertisers, Tapjoy offers up a fantastic creative production department that the advertisers can make use of to create the most stunning, engaging and unique messages that will leave a lasting impression on the user.
It is almost impossible to please everyone, but with Tapjoy’s Mobile Value Exchange® model, they come pretty close.
Tapjoy’s Strategy for Success and Overcoming Market Challenges
Backed by top-tier investors, including J.P. Morgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners, and D.E. Shaw Ventures, Tapjoy has been able to make waves in the digital marketplace. By offering incentives to all parties involved in the advertising chain, Tapjoy has been able to massively increase their reach. Now boasting a reach of more than 450 million mobile users every month, Tapjoy has become a market leader in the ever-changing world of mobile advertising.
Who’s who at Tapjoy
Tapjoy boasts an impressive executive team and board of directors, bursting at the seams with experience and knowledge of the mobile world. Backed by president and CEO Steve Wadsworth, former president of Disney Interactive Media Group (DIMG), the executive team consists of Chief Marketing Officer Peter Dille, Chief Product Officer Jeff Drobick, and Chief Financial Officer Matthew Service. Christine Tao is SVP of Global Developer Relations and is responsible for fostering and growing relationships between Tapjoy and app developers. Paul Longhenry is responsible for the direction and execution of strategic partnerships and M&A efforts.
The board of directors team includes Warren Jenson, Robert Callahan, and Mark Leschly amongst others. The wealth of experience, intelligence, and acumen amongst Tapjoy’s executive team and board of directors has overseen the growth of Tapjoy from start-up in San Francisco to having locations all over the world and employee numbers totalling over 300.
Most of us know that LinkedIn is the Social Media Channel to use for Business to Business Marketing with around 50+ million members in Europe alone. There are a lot of key factors in using LinkedIn effectively and successfully but hopefully its obvious what the starting point is -your profile.
LinkedIn say that having a completed profile provides you with a 40% greater chance of
marketing, prospecting, networking, recruiting successfully. Having an effective and completed profile is important as ’first impressions count’.
A good profile tells people who you are more and is a showcase for your talents, background, experience and interests. It also makes you appear to be a more competent user in the network and therefore someone a prospect would like to network with. Your profile is the foundation for growing your influence and building your business.
Here are key steps in building an effective profile:
1. Upload a Professional Picture.
Absolutely essential really. Without a picture people think you have something to hide or maybe just cant be bothered. You should use a recent (you want people to recognise you when you meet) clear, in focus ‘Head and Shoulder’s shot of you. Avoid holiday snaps and silly expressions or poses. This is your best opportunity to make a great first impression,and it is essential to attracting connections.
2.Create a Compelling Headline
You only have 120 characters at the top of your profile to describe what you do and attract attention. Typically I see people use a Job Title but I recommend you use that space more imaginatively. Your current position further down your profile will give people your title. Use brief, descriptive, compelling keywords so the right people on
LinkedIn can discover you. For example: Automotive Manufacturing Expert rather than Manufacturing Director,Automotive Components Ltd. I know it sounds a bit corny to some of you but it does work.
3.List Your Current Position and At Least Two Past Positions
Use the same descriptive keywords that you quoted in your headline if possible, and be sure to describe your role for each position. Don’t go all the way back to that paper round you did as a Teenager but some history is good as it helps you pick up useful contacts amongst former colleagues.
4.Complete the “Summary” Section of Your Profile
Describe who you are,what you do and how you help people. Its often suggested that you write your summary in the third person and I agree. If you don’t you will be using the letter “I” quite a bit which puts some people off.
5.Complete the “Specialities” Section of Your Profile
These are the terms that will help you show up in search results within LinkedIn so think carefully what you want to put. Just like SEO don’t just use keywords that you think describe what you do but use phrases that people in your target markets might search for re your background, experience, and products/services.
6.Give and get some recommendations as soon as possible.
You will need at least three recommendations in order for LinkedIn to label your profile as complete. The best way to get recommendations is to give them so connect with people you know and ask them.
7.Complete the “Interests” and “Groups and Associations”
Your potential connections like to see what kind of person you are and what your professional interests are so give them an idea. Join at least a few groups relevant to what you do. Each of the terms in this section will be hyper-linked and will take you to other users in the network who share these interests.
8.Edit your Public LinkedIn URL
LinkedIn allocates you a rather lengthy LinkedIn URL unsurprisingly because unless you have an unusual name there are going to be 100′s or even 1000′s of people with your name. Customise it using the edit mode in LinkedIn. For example uk.linkedin.com/in/janklin looks so much better and shorter. Customisation will optimise your LinkedIn profile to show up in search results on major search engines when someone searches for your name.
9.Customise Your “website” Listings
Under the “websites” section of your LinkedIn profile, you can list up to three URLs. Choose the “other” option when setting up these links and describe them with relevant terms. For example,rather than using the terms “website,” use your business name or name of a blog if you have one. Not only is this more descriptive, it also gives you a better opportunity to rank for those keywords in search engines.
10.Include a Link to Your Twitter Profile
Adding the link to your Twitter feed give people another opportunity to connect with you!
11.Make Your Entire LinkedIn Profile Publicly Visible to Everyone.
Linkedin allows you to restrict who can see your profile in its privacy settings. If you have something to sell and want other professionals on LinkedIn to be able to find you being invisible won’t help you build your network. Once you have implemented these tips you will then be ready use LinkedIn to really grow your network and your business.
I hope this helps and get in touch if you need assistance – Richard@janklin.com
Just to remind you that last time we addressed the first of the three areas for attention below, this is the last part of the second section (which we broke up into 3 areas) – increasing your web reach.
You should have a list of websites that you like and would like to have listings on – whether these are links to your website, mentions of your brand or anything else…
Obviously every website is different so for this exercise we will run through 2 completely different resources:
1. Simple submission
2. Build a relationship
1. Simple Submission
These are for when you find either a local or industry specific listing – normally a directory. For this we will continue with the Dinosaur website that we mentioned in the last post.
During our research we came across quite a few toy specific websites from our competitors and keyword searches on Google. One of these was Toy Shop UK – http://www.toyshopuk.co.uk/ which has a Domain Authority of 53 and I think we can all agree is relevant to a website that sells dinosaur toys.
This is what we call a simple submission. If you visit this page you will see that there is a nice bright red button at the top right side of the page: Add Your Shop Here For Free
When we clicked on this we were taken to a page that told us how we can get a free listing. We had 2 options on this page Medium and Enhanced listings. Both are free so we obviously opted for the Enhanced listing. However it did take more time to create this listing so depending on the time you have allocated each month will depend on which option you would opt for.
The next stage was to simply visit the next page and fill in our company details. While filling in these details it is important not top copy any content from your own website (except for the obvious URL, Company name, address etc.). Make the company description as interesting as possible and give people reasons why they should visit your website. By doing this you will have more of a chance of getting the listings as well as a better chance of getting referring traffic from the website.
You should already have a list of these from the research list you have created so this will be a task that you should be able to perform quite quickly. To allow you to plan efficiently run through 5 websites and see how long it takes to request a link – then you can use this information for future planing.
2. Build a relationship
These are websites that you believe that you can not only get a listing from but you can build up a partnership/relationship with the owner over time. So don’t go in guns blazing and expect quick results.
One of the listings we came across for this was a toy magazine company with online presence: http://www.toynews-online.biz. Here we had a few options on how to build a relationship so we left the idea open and sent a nice introductory text explaining our company and asking how we could build a relationship.
Here it is worth mentioned that we didn’t send an email “Wow your website is amazing, we think your visitors would benefit from a link to our website” or anything as generic as that. Instead we sent a polite email letting them know what we can offer them and asking if they would have any use for what we offer.
This was then followed by approx. 15 emails to and fro and an in depth interview about our company. The result is a feature piece on our company and website. We have also established a good relationship with one of the editors and will probably work together in the future.
This is a task that will take a quite a lot of time – if it doesn’t then you are probably doing it wrong. However this is something that can be done as part of your daily routine up to a point. Then depending on how much content you want to provide depends on how much time you set aside.
If you want we can work with you on a plan and help you engage with other website owners to improve your website reach. If this is something that you are interested in please contact us: Jan Klin – firstname.lastname@example.org 788 100
Part 3. Re-Positioning Your Web Business For Success: Engaging more digital marketing methods – social media, blogging, pay per click, content distribution and others.
The next stages are to plan as efficiently as possible then follow this plan.
It is difficult to plan for something that you have never done before however it is quite straight forward to list different activities and estimate how long you think they might take. For example: Filling in a submission form on a directory will take a lot less time than submitting a Guest post for a specific topic. However the guest post will probably have a lot more value than the directory links.
So when you plan your activity you need to take this into account and don’t just think of quality or quantity but combine both. However much time you set yourself each month the majority of this time should be spend looking for and producing quality links rather than simply getting as many links as you can.
Your planning will evolve each month as you learn more about how long different tasks take as well as which resources you get more return from. But the tasks you set yourself each month should be broken up over the month and you should work on more than one type of resource each month.
You will also have to build more research into your plan to continue to find more resources.
Month 1 Sample Example Plan: 8 hours allocated
Submissions: Qualify and submit to quality local and specific directories (1 hour).
Guest Posts: Work through the Guest Post opportunities and deem which ones you can contribute to and what you will write. Then write a summary of the guest post you will provide and send it to the webmaster or editor of that Blog. (3 hours)
Suppliers & Customers websites: See which websites you would like a listing on and find your specific contact at that company. Send them a personal email about what you plan – or even better call them and explain what you want from them and whet they may get in return (possible discount etc.). (2 hours).
Research: Research into new areas should never end. Spend time either continuing to research areas you know or read great blogs like ours to get more ideas. (2 hours).
Our next post will show how we have used a plan like this and a couple of examples on how to use the information so far to improve your website reach online.
I want to show you a quick way to get big ranking improvements in the shortest time possible. ‘Instant’ is a slight exaggeration since it will take a couple of weeks or so, typically, for Google to re-spider your site – but its as instant as anything ever is with Google.
The approach takes advantage of Google’s increasingly positive focus on fresh content. Fresh content has always been important but over the past year its become more so. So, time for some fresh copywriting of existing pages.
So there are two parts to this – the first is to identify some high authority pages in your site – the second is then to re write those pages in accordance with some guidelines I’m going to give you. Then, just sit back and be amazed at the improvements in ranking!
Re-crafting your textual content
Let’s start with the re-writing guidelines then I’ll show you how to find the best pages to rewrite.
You may remember a few weeks back I produced a post showcasing some best practice in content production – here’s the post again which you should re-read after you’ve finished reading this one…
It will require that you rewrite the relevant page including well structured text (as in the example in the post) – probably go for around 500-800 words (I know, but it will be worth it – Google and your visitors will love you for it). You will also need to identify a few keyphrases (say, two to three) and ensure they are represented there in the text and in the metadata. To remind you how to structure the metadata you may find it necessary to re-visit our relevant lessons…
There are several tools to enable you to identify high authority pages in your site (high authority pages are those that Google favours) but my preference is the Moz tool. I’ll show you how to download it in a moment which is very simple. Once you have done this you will need to list the pages you have in Google by using the ‘site’ command. Here’s an example with one of our customers…
You can see they have over 250,000 pages in Google because they are a large ecommerce site – you will have far less. Here’s a page of their results with the Page Authority (PA) listed along side each page…
You can see that the Moz tool provides the Page Authority (PA) for each page and Ive arrowed the highest one on this page ( PA 27). You may want to identify a few by browsing the first few pages – but maybe it makes sense to identify one first and produce the re-written text for this page.
One final point about the re-written content: Make it good; follow the guidelines in the example; make it high value for your readers; dont over stuff with keywords – just 2-3 repetitions of the phrases you choose will be fine.
Best wishes with it and here’s the link to download the Moz tool (and a little explanatory video as well) if you don’t have it already.
Without any fanfare type announcement Google has let it be known that it has replaced its old algorithm with a new one. Note this is not an upgrade like Panda and Penguin, its a new algorithm dubbed ‘Hummingbird’.
Just as SEO companies are coming to terms with the implications of previous upgrades a total replacement hits the streets with many wondering what the implications are for SEO work and how rankings might be affected.
Actually Hummingbird has beed in place for a month or so now so if your rankings have changed it may well be because of this change.
What’s it all about?
Google’s declared mission has always been to return the most appropriate and accurate results to users as quickly as possible. This has never changed but it gravitates to Google being more intelligent as regards what the users’ actual intent is when they type in a search. Its what is often referred to as ‘semantic search’. Here’s an example…..
Lets take the following search – ‘How do I install a combi boiler in my house’.
Previously Google may have returned web pages that contain the words ‘install’, ‘combi boiler’ and ‘house’. Many of the pages returned may have just included these words on the page without having anything to do with the actual process of installing.
The new algo should latch on to the ‘how do I’ bit to understand that the user is really looking for help on the installation process and should return appropriate pages.
So it seems Hummingbird is focussed more on ‘long tail’ phrases where user intent is easier to understand and is a de-emphasis on straight keyword matching.
This has implications on how content should be presented on your pages. In the above example if you want to capture that type of search its pretty obvious that a structured ‘how to’ guide with appropriate images and video along with a suitable transcript would fit the bill perfectly.
If you want a refresh on Hummingbird implications for SEO, along with all the other changes which have taken place over the year, you may be interested in our next SEO training course which will be updated to reflect how best to benefit from these changes. SEO Training 2013.
Its a little early yet to know all the implications of this change but first impressions are that its positive for good quality, content rich and helpful websites and probably not so for sites which have been SEO’d too aggressively with an over emphasis on keyword repetitions.
2. Increasing your web reach – ensuring you are represented in the right places on the web
3. Engaging more digital marketing methods
Increasing the reach of your website
We’re going to let you in on how we do this together with examples of how we have done this for an online Toy Model Store.
The significance of increasing your web reach is twofold – a double whammy really – firstly you are going to expand your visibility on the web – that is, make sure you are in many different places where your potential customers may go and find you there. Secondly of course you are getting a link back to your website which will help your SEO. Its what you also may call ‘content marketing’ – expanding your reach at the same time as improving your search rankings.
There are no shortages of places to appear on the web of course – directories, blogs, social media sites – to name just the obvious ones, but really you need a process to guide you through this. The one we favour is what we refer to as our ‘competitive positioning approach’ – that is identify the main online competitors and let their activity and reach drive yours. So using the competitive landscape to drive your work gives you something specific to aim at rather than just a haphazard approach.
In the next post we’ll look at additional useful methods but in this one we’ll just focus on this competitive positioning approach.
The process involves….. Research → Planning → Work
More on the latter two elements later but here we’ll just focus on the Research part.
Stage 1: Finding Competitors
A list of keyphrases is a great place to start the research. In reality you will have several main keyphrases – but to simplify things we’ll just focus on one phrase as an example – ‘dinosaurs for kids’
1. Search your keyphrase and list the website that are above you on search engines
2. Visit the websites and refine the list to those you deem as relevant to your business. (You will probably have a large list but we’ll keep this example short)
1. Using Search Engines
Here we can strip out the images and Youtube listings for now. We’ll start with page one but can later work on others.
There are a few good websites above just from looking at the Domain Authority and the number of links. For the above results we have used Open Site Explorer and Majestic SEO.
2. Use your own Knowledge
We have a few competitors listed by our customer. We searched for these using Google to see if they have websites. We only check this on Google because if they are not on Google then we are not really interested in them. Mainly because if they are not on Google they have either been banned or are not good enough websites for Google to list.
Are the Websites Good?
The next stage is to visit each website to see if they are good websites for our research.
This is a good website for this phrase very relevant and although the design isn’t the best we’ve seen there is no doubt that the content combined with the Domain Authority and number of links shows this to be one that stays on the list.
This website offers limited content, with no other pages – well one broken link and is part of a sub network provided by easynet. Easynet is where the Domain Authority and links are obviously coming from. This is one that we could add to the list bit the research would be restricted (if we do add it to the list).
So we suggest you go through this process for a few key phrases that are important to you. This will enable you to create a list of target competitive websites. In the next post we’ll go into the detail of how we extract useful information from these sites in order to improve your web reach.