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How & Why to Use Pinterest in Your Marketing

A Pin-Up (Business) Model

So if you work in digital marketing (which you probably do if you’re reading this blog) and you don’t live under a rock, you’ve probably heard some noise around the latest social media darling Pinterest. I like to think of it as Tumblr for adults (much fewer hipsters and boobie pics), but that’s probably a cynical over-simplification considering that Pinterest:

Of course, growth doesn’t always entail being usefulness. So what exactly is the real marketing value of Pinterest?

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SEO Supercharging Your Inbound Marketing Campaigns

Magnetic Marketing

We spend a lot more time on this blog talking about “outbound marketing” rather than “inbound marketing”. Sure, we sometimes touch on how to sync the two, such as using PPC to find SEO opportunities and support SEO efforts, but even then we’re focusing on using “outbound marketing” to support or enhance “inbound marketing”. The focus is still on the outbound side of things.

Well, what about planning a comprehensive and self-contained “inbound marketing” campaign from the get-go? In this post, we’re going to look at how to do just that, as well as how to infuse it with SEO every step of the way.

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Mobile PPC Strategies – Interview with Laura Garrido

Laura Garrido

With such high expectations for mobile advertising this year, marketers have a lot to consider — from high-level mobile ad strategy and deployment to working out a mobile budget. Well, with Google as the #1 mobile site destination, one thing is clear enough: mobile PPC will likely be part of any mobile advertising strategy.

Recently, I got to ask Laura Garrido about her experience with mobile PPC. Laura leads the PPC team at NVI, a search marketing and social media agency in Montreal. So she’s overseen strategy and deployment for all their clients’ mobile search campaigns. During our chat, Laura touches on:

  • Why to invest in mobile PPC
  • How to budget for mobile PPC
  • Which verticals perform best in mobile search
  • and how mobile PPC strategies can differ from desktop ones

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Mobile Ad Opportunities in 2012

So every year since 1990-something, people have been predicting that the following year was going to be the year of mobile. Whether 2012 will turn out to be the year of mobile or not is anyone’s guess, but two things that are certain are (1) mobile has definitely gone mainstream and, as a result, (2) it’s therefore an ad medium that any serious marketer has to take, well, seriously.

This couldn’t be more truer than in the US. Indeed, if you consider some of the numbers release by Nielsen in their State of the Media: Mobile Media Report Q3 2011, there is a clear and present opportunity for advertisers to target mobile user through both mobile search and mobile app ad networks.

So it’s not a question of whether you should be investing in mobiles advertising. It’s a question of how much you should be investing in mobile (and maybe even whether you should be diverting budgets from other channels).

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How PPC Can Support Organic SEO Rankings

One of the most obvious way that PPC can support SEO is with helping your brand show up in the SERPs for the most competitive searches. Now, I’m saying “show up” rather than “rank” because there is nothing PPC can do to directly increase your organic rankings.

What PPC can do, however, is offer you an opportunity to at least have your (branded) listing appear alongside the organic SERPs for keywords that you don’t yet rank on.

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Branded SEO for Better Rankings

Making your mark in SEO…

Last week, Greg made a strong case for maintaining brand continuity between offline and paid search marketing efforts. But what about maintaining that brand continuity between offline and organic search? Now, if you’re not ranking for your own brandname(s), then you have problems that are bigger than this blog post (i.e. you’ve probably been penalized for black hat tactics). But there are other ways that brand continuity can inform your SEO strategy and help you achieve better rankings overall.

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Using PPC to Find New SEO Opportunities

In many ways, it makes sense to treat paid and organic search as two completely separate beasts. For example:

  • Both PPC and SEO require their own set of expertise and have their own KPIs
  • PPC yields more short-term/immediate results, while SEO is a long-term strategy (it takes time to rank organically)
  • SEO allows you to build long-term equity because your rankings do not depend on whether you’re bidding on keywords and impressions
  • User who click on paid listings are not necessarily the same users who click on organic ones

The list can go on, but the point is that it’s easy/tempting to want to treat the two channels as distinct. However, because both PPC and SEO target users through the same medium (i.e. search engines), the two can be coordinated to support each other and maximize results. Specifically, PPC efforts can be used to enrich and inform your SEO strategy.

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Free SEO Advice

While I was working for NVI, an SEO and social media agency, I did some guest blogging to help get the word out about our expertise and build links back to the site. Many of those guest posts focused on SEO and social media, and had some pretty advanced and detailed advice on how to address some very specific SEO situation.

Well, they say that there’s no such thing as a free lunch, but there’s an exception to every rule, so today I’m posting links to (and synopses of) each of those article. They range in topic from SEO copywriting and web design tips, to leveraging social content to rank and how to rank in different countries.

I hope you enjoy…

SEO Copywriting

One of the reasons that they say that content is king is because content is one of the primary factors that will help you rank. Oftentimes, however, it can be tricky walking that balance between writing for search engines and writing for actual human beings.

Well, in this article called 5 Tips for SEO & User Friendly Copy, I explore 5 tips for writing content that appeals to both search engines and users. These include:

  • Length of Page Content
  • Writing Scanable Paragraphs
  • Using Header for SEO and Usability
  • Keyword Density
  • and How to Use Bullet Lists Properly

Social Content & SEO

There’s a lot of hype around how social media can help you “connect” with consumers, etc. But did you know that the right social content strategy can also help you boost your search engine rankings?

In an article titled  Leveraging Social Content for SEO, I explore how you can leverage social content to build links and gain the trust of search engines by demonstrating that your site is relevant to actual human users. Specifically, I take a look at:

  • How Social Signals Boost SEO
  • The Basics of Shareable Content (i.e. has viral potential)
  • and How to Build a Social Content Strategy that will support your SEO

SEO & Web Design

It’s hard not to judge a book by its cover, and oftentimes, packaging is what sells us on a product or service. So it’s important that your website looks good. But there’s also no reason why it can’t be SEO friendly, as well.

In this post called  5 Simple SEO Web Design Hacks, I take a look at 5 SEO elements that web designers should keep in mind when building a site. These include:

  • Page Load Times
  • Using HTML5
  • Optimizing Images
  • Using Proper Page Copy Elements
  • and some Flash Hacks for those projects that just can’d do without Flash

International SEO

Many companies sell their products in more than one country. When it comes to search engine optimization, though, it can be challenging to rank high in the search index of more than one country at a time.

Well, in International SEO: The ABCs of Ranking Abroad, we take a look at how Google gages the geographic relevant of a site, and what brands can do to help increase their search ranking profiles in multiple counties. Specifically, we explore how the following factors impact your rankings in different countries:

  • Top Level Domains (TLDs)
  • IP Address Location
  • Onsite Content
  • Contact Info
  • Backlink Profile

SEO for Content Publishers

If your business model depends on publishing, then you’ve already bought into the axiom that “content is king.” But the more content you publish, the more challenging it can be to get each piece of content to rank. Indeed, you can get so swamped in producing content, that you don’t always have enough resources to effectively market it.

This is what I set out to address in SEO for Massive Content Sites & Enterprise Level Publishers. In this post, I explore some of the most common SEO pitfalls of having a large content publishing portal. I start with basic onsite page structure, and then move onto to address some tips to avoid duplication content issues/penalties, including:

  • Using Article Excerpts on the Index and Category Pages
  • Crafting Unique Page Titles and Meta Descriptions
  • Implementing Unique Static Content on Dynamic Pages
  • Noindexing Duplicate Content
  • and Using Canonical Tags on Syndicated Content

SEO for Restricted Content

Last, but not least, there are the content sites that rely on some kind of subscription model for users to access their content. Maybe those subscriptions are paid, or maybe the content is behind a free registration wall, but either way, such sites face a challenge to making sure that Google can get in behind that registration wall, index that content, and then send the site new users.

Well, in How to Rank & Monetize Restricted Content, I address these issues specifically. I examine:

  • the business incentives to restrict content,
  • when it’s appropriate to do so,
  • and  how to get restricted content into the search index so that it has a chance of ranking.