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Archive for July, 2011

Links from statistics websites

Wednesday, July 27th, 2011

I saw a gig over on Fiverr that caught my eye.  For those of you who don’t know about Fiverr, it is where anyone can offer to do anything (almost) for five dollars.  It’s a bit like The Dollar Store of online services.  You can get some amazing deals on Fiverr – stuff you would expect to pay $25 for.  Or $50.  Or even $100.  You also get some blatant scams.

Some great deals.  Some rip-offs.  But either way, five dollars isn’t much.  Like I said, it’s like The Dollar Store.

The gig that caught my eye was:

I will submit your main domain URL to well over 5000 statistic sites. How This Works. I will submit your URL to various statistic sites. These give a value of your site/blog, and also provide a free link back to your site. My software sends your URL to over 5000 sites which gives you that many one way backlinks and Rapidly gets your site indexed by Google! I will send you a text doc to prove works done too. Order now and get indexed.

Anything that generates hundreds or thousands of links automatically can’t be particularly useful for a professional SEO campaign.  But it did occur to me that a few of these sites might be useful, and the links would most likely be either the domain (some with www, some with http, some with both, some with neither?) or the title tag, so not the usual keyword style links you see in blog comment spam and forum profile spam.  And not from the type of sites my clients would usually get links from, so perhaps it would add a nice little variety to a site’s link profile.

With low expectations and high curiosity, I laid down my five bucks.

OK, first off I must say that I did not check through the full list of 7861 entries (representing 36782 sites?  I think there was a typo), but with domain duplications taken into consideration,  it is still likely that the promised 5000+ were delivered).

The first thing I noticed were how many of the statistic sites were obviously scraping results from Google, Yahoo, Bing and most of all Baidu (If you think China wants to buy up all Western real estate, what does this say about China’s hunger for Internet property?).  To be expected, I suppose, but irrelevant to this review.

I checked through 3 dozen entries, being careful not to duplicate any sites.  I guess my first disappointment were how many came up dead (sites were for sale, 404 error pages, server would not connect, etc.) – nearly half.  But I suspect that for five bucks a gig, nobody will bother to check 5000 sites for deadwood (although, maybe the software should be set up to remove dead sites).

My second disappointment were how many of them did not link to the domain they were reviewing.  They tended mostly to link internally to other pages about the domain in an internal web of sorts.

Did the gig live up to the promise of “over 5000 sites which gives you that many one way backlinks”.  Not a chance.  One of the pages gave a NoFollow link.  Another gave a link from a secondary page (which might have been one of the 7861 entries that I did not check).  Although the sample size is too small for an accurate extrapolation 36 site, or less than one percent of the total – it implies that the site did get over 280 new backlinks, from new pages on established sites.  Even if I am off by 50%, that is still 140 links for $5, with at least a couple of the links probably reasonably good.

Five bucks for 140+ links that took me just a few minutes to order (and a couple hours to blog about, but that’s another story).  I would say that it is worth it.

But there was another residual benefit, too.  A few of the statistic sites (2, 3, 4? – I didn’t keep track)  linked to various authority profiles that link back to your domain.  For instance, a profile on Surcentro.net will not link to your website, but it will link to your profile at:

  • Alexa
  • WayBackMachine
  • Robtex

And each of these links back to your site.  So we can assume that at least another 140 links have been built to your domain’s profiles on authority statistics sites that already link to your site, and that is also a worthwhile.

Would I use this gig again? Yes. I wish more Fiverr gig sellers would cut the hyperbole and be more accurate about what they are offering.  But inaccuracy aside, I would call this gig a worthwhile addition to a comprehensive link-building campaign.

 


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5 Things You Must Know About B2B Content Marketing

Monday, July 18th, 2011

*Guest post by Matt Krautstrunk…

I used to think B2B marketing was B2C’s ugly sister. I was obsessed with consumer facing marketing initiatives and branding strategy. So naturally, I took a job as a B2B content marketer, and I learned that while B2B isn’t sexy, my creative spirit can still shine.

So when I began learning about B2B content marketing, I struggled with finding the secret sauce. I began tracking analytics on our site’s content, figured out what other companies actually wanted to read, and learned the most important rule of them all: content for the sake of content is useless.

A B2B audience isn’t searching for “sexy marketing,” with simple, branded web 2.0 messages (Salesforce is about as close as B2B comes to sexy); the B2B buyer is more sophisticated, looking for informational articles, blogs and anything that may or may not give them incentive to buy.

1. Don’t Sell

If you’ve ever seen Harry Potter, almost no witch or wizard dare speak of Lord Voldemort’s name. Well the same concept applies to content marketing, never mention the word, “buy our product.” It sets off the SPAM filters in the reader’s head, discrediting your content and slandering your name. Even if your goal is to guide purchase decisions with your company, don’t treat your readers like sheep. If they are interested, they will find you.

Of course your strategy differs with the type of content you are marketing (blog, article, whitepaper, buyer guide), but I’m often even scared to plug my company if it’s not in the bio. If you are a content marketer, speak with your voice and credit your own name, but have the company back your opinions and insights. This will help your credibility and the overall effectiveness of your content.

2. Statistics Are Your Backbone

In B2B marketing, there can never be enough statistics. Managers love them, creative writers loathe them, and researchers just… research them. Statistics are your backbone for all arguments you will make in B2B content marketing. Looking for reasons to get into content marketing? According to Junta42, in 2009, content marketing spending comprised of 33% of the total marketing budget and 60% of marketers believe that number will increase. This survey was taken in 2009, and content marketing was on the rise; I’d imagine if we surveyed the scene after Panda we’d see much more emphasis on unique content.

Regardless, you should invest in R&D. You should test out new content within the buying cycle and strategically launch your content like you would launch a new product.

3. Say It Only When You Need To

Sites that post content for the sake of posting something are often filled with low level jargon. It’s rare that your company would ever outsource its blog material, but many companies outsource their on-site page content. Does this make sense? From an SEO standpoint, more content is always better. But the real question is where the line cross between content quality and quantity. Does it serve you better to have 100 pages of optimized, poor content, or 20 pages of well written copy? The answer is, it all depends. If it needs to be said, say it, and be weary of poorly written outsourced content.

4. Don’t Copy Your Competitors

Copying a competitor’s strategy is a dumb idea. Whether you are taking basic ideas and repurposing them or blatantly stealing content (which Google will punish you for); always know that competing with yourself is easier than competing with other. Marketers get rewarded for paving new paths, not following old trails.

5. Plan Your Content for a Channel

Each channel views and interacts with your content in a different way. Short, concise content does well on mobile, where as more drawn out research oriented conclusions register for trade publications. If you are set to produce a white paper for lead generating purposes you will want to plan out where you will be hosting your white paper (longtail niche site or commercial site with universal appeal) and what topic it will cover before you finalize the draft. You don’t want to make the mistake of writing a “VoIP 101” article for a niche community like TMCNet.

Taking a channel approach to your content, shying away from duplicate content, and saying it only when you need to say it, are all instruments to the success of your content marketing. However, remember to keep your sales pitch at the door, and delivering timely, valuable, statistic-backed information to your audience will keep you relevant with the opportunity to go viral.


Matt Krautstrunk is a writer and social media marketer for Resource Nation, a service that provides document management software tips and tools to small businesses and entrepreneurs.

 


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