Black Hat SEO Techniques to Avoid by Logan Lenz

Black hat SEO refers to the ways in which you can manipulate the search engines in order to get a website to climb up the rankings.  Whilst it may sound like something beneficial for your site, it is in fact, unethical.  And, if Google, or any of the other search engines, catch you performing black hat SEO on your site, it won’t take long for them to delist it.  Because a lot of what is now classed as black hat used to be legitimate, however, a lot of webmasters are unaware that they are actually at risk of being penalised.  To help ensure this won’t happen, we have described the top black hat SEO techniques that you will want to avoid.  Keep reading to find out more.

Keyword Stuffing

In the past, many webmasters would stuff keywords into their content, believing this to be a great way to improve their search engine ranking.  And, when Google was in its infancy, these tricks worked.  However, keyword stuffing is now seen as an unnatural way of improving your search engine position, and as such it is classed as a black hat technique.  Those new to SEO, however, may be including too many keywords in their content without even realising it.  The safe way to optimise content, is to focus on just one keyword.  This ensures that the content is relevant, easily readable, and easily crawlable by the search engines.

Hidden Text

Without bombarding you with technical information, let’s just say there is a type of hidden code that webmasters use to build a site.  When doing this, a webmaster will include tags that are hidden to people that view the site, but perfectly visible to the search engine spiders.  Whilst it’s perfectly fine to add relevant information in these tags, it’s not okay to fill them full of keywords with the intention of boosting SEO.  The same goes for hiding text on pages.  A few years ago, it was common for webmasters to place keywords on a page, and make them the same colour as the background, in effect hiding them.  Although your visitors won’t see the text, the search engines will, and you will get penalised for it.

Link Schemes

Link schemes have been one of the most talked about issues over the past couple of years.  We all know that links play a huge part in how a search engine ranks a website, but it’s important to remember that these links have to be built naturally.  This means that you can’t pay another website owner for a do-follow link back to your site, you can’t participate in a link exchange, and you can’t spam other sites with links back to your website.  Instead of participating in schemes like this, take the time to get to know the owners of other websites, and build links naturally.  Google isn’t stupid, and they will see through any unethical link building.

The bottom line is: you need to tailor your website to your visitors, not the search engines.  If you keep your visitors happy, you will keep Google happy too.

How to Take Advantage of the Content Marketing and Social Media Synergy in your Digital Campaign by Logan Lenz

There’s a lot of debate regarding the use of various digital marketing strategies: should they be taken separately, or can they be joined for a more effective campaign? If so, where does the intersection lie?

Content marketing and social media marketing are two of the new marketing techniques pushed into the limelight following several Google algorithm updates that attached importance to social media signals and high quality, relevant content. Many brands are still approaching digital marketing as though it were a collection of separate techniques where one is more important than the other.

On the contrary, all techniques flow into each other. Content marketing is just content without SEO or social media marketing to place it in front of the right eyes. On the other hand, you will have little to share, tweet or otherwise post on social media, or make it to organic SERPs, if you don’t invest in creating high quality and relevant content.

Valuable content is what drives audience engagement, social shares, comments, backlinks and other forms of online conversation. Hence, content must be the very foundation of any social media marketing strategy if it is going to succeed. To know more about fool proof marketing strategy visit site - http://www.rankingbyseo.com/.

That being said, unlike conventional content marketing, which has its basis in business objectives, content created for social media marketing has very specific purposes. For maximum efficacy, this content should be created in a scheme that fits into the requirements of different platforms as well as to promote a specific message being transmitted by a business/brand.

In addition, such content should be written in such a way as to initiate user contribution through discussions and open dialogue, because that’s what social media is all about. Below are three tips to help you merge content and social media marketing for a strong and effective campaign:

1.      A/B Testing

It’s hardly effective to pick a topic at random, create content, publish on your social profiles and hope for the best. What’s more effective is to test different messages and content ideas through your different social media platforms to determine which elicits the greatest response from your audience.

If you put out a piece of content and it doesn’t generate the kind of response you expected, you would still not know why. A/B testing on the other hand offers the kind of insight necessary to determine how you can interact with particular audiences effectively.

2.      Content optimization

Different optimization techniques should be selected depending on the social platform and target audience. All social networks are unique, and ignoring their distinction from each other when creating content is setting up a failing content marketing campaign.

By optimizing for specific networks and audiences, you maximize your chances of getting your content before your audience. For instance, in Twitter, you have to limit your communication to 140 characters, which means your message should be powerful but concise. With Facebook, you should include images or video content to stand out on followers’ newsfeeds.

3.      Audience involvement

You can engage with your audience to find out what kind of content they find interesting, as well as topics that engage them. There are tools online that can help you with this process, like Nexalogy, which creates a map showing topics discussed by followers and/or fans. This will help you create content that will pull audiences and attract the greatest response from your audience.

All you need is careful planning, and a little intuition, and your content marketing and social marketing campaigns can be merged into a force to be reckoned with.

Bio: Lalit Sharma is an SEO consultant who runs a SEO house called Ranking By SEO. He is specialized in link building and other SEO related activities. You can also find him on Twitter, Google+ and his personal site.

How to Plan an Effective Marketing Campaign for an Events Company by Logan Lenz

Effective marketing campaigns don’t just happen overnight. They take a great deal of planning with a dash of brilliance thrown in for good measure. To be successful, you need to do lots of research and pay attention to the details. It’s all very well having a great idea, but unless you have thought about every aspect of the campaign, you may find that your amazing idea is somewhat lacking in the execution.

There is a lot to think about when devising a marketing campaign. What is your current position in the marketplace and what type of advertising are you looking to use? Social media, TV ads, magazine ads – there are so many ways to get the word out that you would be forgiven for feeling overwhelmed. So, what are the key steps you should take when planning a marketing campaign for an events company?

Who is Your Target Customer?

Let’s assume we have an events company and we want to market a new product. Our events company, http://www.thegamespod.com/, is aimed at kids and adult who like gaming, so our target customer is somewhere between 10 and 40, and most probably male. Once we have established our demographic, we can drill down further and find out more about the type of person who would be interested in what we are selling.

Choose the Right Media

In the old days, companies would take out a full-page spread in a relevant magazine, write press releases or produce a TV ad. Nowadays things have changed and online media has become increasingly important. For the purposes of our example above, online media is likely to be the best way to reach our target audience. Advertising on Facebook and posting videos on YouTube are likely to be effective ways of reaching the right demographic, all of whom will be computer savvy.

Check Out Your Competitors

Look at how your competitors market their services. Learn from their mistakes and emulate what appears to be working well for them. This is not to say you should copy what they are doing, but it makes sense to pay attention to their strategies if they have a far larger share of the market than you. You should also look at price – are they selling the same service for less? Can you undercut them or is it better to promote your product as a higher quality one?

Where are You Selling Your Product?

Many events businesses choose to market and sell their services online. This is great, but there are other options. Can you market your services locally? If so look at the best way of attracting your target customer. Special promotions or advertising campaigns in the local press can be very effective if there is a readily available local customer base. Combine this with social media and you could be cooking on gas.

Choose the right media, crunch the numbers, and use the information you have to create an effective marketing campaign. And if it doesn’t work, go back to the drawing board and refine your message even further.