Archive | Internet Marketing Articles

How to use internal links to improve your search engine rankings

The links from other websites are a very important signal for Google’s ranking algorithms. The links on your own website also influence the position of your web pages in Google’s search results. This article explains how to optimize the internal linking structure of your website to make sure that search engines index your pages correctly.

Better linksStep 1: optimize the menu links on your website

The navigation menu of your website has a big influence on the linked pages as it appears on all pages of your site.

If all pages of your website link to your company profile page with the anchor text “About” then it’s very likely that someone who searches for “about company name” gets this page in the search results.

Use your keywords in the menu on your website to show search engines that your pages are relevant to these keywords.

Step 2: link your product pages to the top categories

Breadcrumbs are a good way to link product pages to the top categories. Breadcrumbs provide a trail for the user to follow back to the main web page.

Step 3: link your product pages

Link from one product page to the other. If you sell sneakers and sports shoes, link from the sneakers page to the sports shoes page and vice versa.

Use meaningful anchor texts that contain related keywords to link from one page to the other.

Step 4: link your category pages

Links between the category pages on your website are an opportunity to pass authority to the category pages. In general, category pages rank higher in the navigational structure of a website than product pages.

For that reason, they can be more important than product pages. Link your category pages with keyword rich anchor texts that describe the categories.

Step 5: link your blog content to your product pages and category pages

If a blog post is relevant to a product or category page on your website, you should link to that page from within the body text of the blog post.

If possible, use the keywords for which you want to get high rankings. If that doesn’t look natural, use a relevant anchor text that describes the product or category page.

If the link does not fit into the article, add relevant links below the regular text: “Related: this category page.

Why is all of this important?

When you optimize the internal linking structure of your website, you channel the link power and authority of your pages to the most important pages of your website.

Google understands contexts. If you use relevant anchor texts on your website, you will help Google to rank your web pages for the right keywords. A good internal linking structure will also help your website visitors to find the right pages more quickly.

Use the website audit tool in SEOprofiler to find the pages that require the most clicks to be found. You might be surprised that many pages of your website are hidden from your visitors.

If you haven’t done it yet, create your SEOprofiler account now and improve the backlink structure of your website:

Improve the link structure of your website

Article by Axandra SEO software

Categories: Internet Marketing Articles

Understanding the use of Emotion and Logic in Video Marketing

By Jon Mowat

It has long been argued that consumers purchase goods based on emotions and then rationalise their choice using logic. However, modern technology has had a major impact on the way products are advertised, and video campaigns have had to adjust to suit omniscreening (the use of multiple viewing devices at once) and the way consumers can now view video content whenever and wherever they are.

With technology now strongly influencing the way consumers make purchasing decisions, video marketers have had to re-examine how they balance the all important emotional appeal with a logical approach, without overselling. There’s a fine line between being cheesy and appealing to a consumer, and with so many different types of media containing advertising, the competition for a potential customer’s precious attention span is now at an all-time high.

Emotion and Fact

A consumer’s decision is usually based on emotion and then justified by facts, and in video marketing these two elements need to be balanced perfectly. The challenge for many marketers is to be able to combine the two and deliver an individual production and a full-length campaign that ties together each aspect. With social media and video-sharing sites such as Vine playing such a large role in advertising, it’s important that marketers are able to get their message across quickly and to appeal to a consumer’s emotional side, but with a logical aspect included.

Regardless of how short a marketing video is, emotional thinking continues to dominate consumers’ thought processes, and emotion-based advertising speaks louder than logic. Music, stagecraft, imagery and tonality all work together to make a viewer identify with a product or find symbolism in what they see. Once the emotional side has been hooked, the logical side will kick in and our critical mind will search for evidence that backs up our feelings and
beliefs and justifies our alignment with a brand
.

Short video clips can play on consumers’ emotions but they must be reinforced with logic and facts about the benefits of a product or proof that it works. By balancing the two, a successful video marketing campaign should be achieved, but it is vital that the emotional aspect is delivered first and then followed up by the logical one.

Creating an Emotional Impact in Six Seconds

The use of social media in video marketing has become especially prevalent when merging logic and emotion in video marketing, and with YouTube, Vine, Instagram, Twitter and Facebook all allowing for varying promotional angles and marketing styles, advertising strategies have changed dramatically. With platforms like Vine limiting content producers to just a few fleeting seconds of video, the opportunity to create an emotional impact on the consumer is essentially reduced down to a single moment. These resources have opened up a whole new aspect of video marketing, allowing for brand marketers to think outside the box and engage target audiences with culturally relevant and on topic content, that is very of the moment.

Weaving Together a Non-Linear Brand Narrative

By cementing an idea or creating an emotional response in just a few seconds, marketers can then use YouTube to build on the logical impact and create longer videos that elaborate a product’s benefits and advantages; in other words these platforms fill in the logical gaps that are missing on other platforms like Vine and Instagram. Once consumers’ emotional attention has been captured, the logical side has to be backed up, and this can be done by creating longer videos that justify a decision.

Where once it was assumed that both the logical and emotional aspects of a video marketing campaign had to sit alongside each other in a self-contained video, in today’s non-linear brand narratives there’s no reason these aspects can become detached and then pieced back together into a sort of meta-narrative by an audience that has become adept at flitting back and forth platforms and even screens on a daily basis. Logic and emotion still complement each other but now they do it across platforms.

In this fast paced world of shrinking attention spans, it’s the emotional grab that has become every marketer’s weapon of choice. But we are rational creatures, so you can always rest assured that the logical bit is just around the corner… or a few clicks away.

About the author
Jon Mowat is a former BBC Documentary Filmmaker and Managing Director or Hurricane Media, a video marketing and production company based in Bristol, England.

Categories: Internet Marketing Articles

Official Google statement: links mean rankings, rankings mean visitors

After Google’s recent algorithm updates, some webmasters started to believe that links did not matter anymore for Google. Nothing could be further from the truth. Links are the most important factor in Google’s ranking algorithm and it is important that you have the right links if you want to get high rankings and more website visitors.

Make no mistake about it: Google says that backlinks are very important

Earlier this year, Google’S Matt Cutts confirmed that links are very important if you want to get high rankings:

View video

Partial transcript:

“Backlinks are a really, really big win in terms of quality for search results [... ] backlink relevance still really helps in making sure we return the best, most relevant, most topical set of search results.”

Last month, Matt Cutts confirmed this in another video:

View video

Partial transcript:

“Backlinks still have many, many years left in them [...] for the next few years, will continue to use links in order to assess the basic reputation of pages and websites.”

Link building can be hard, but it is necessary

If you do not do it correctly, link building can lead to ranking penalties. That’s why it is important to become serious about link building. If you want to succeed with your online business, you must treat it as a real business.

Don’t use cheap, automated link building tools and services that create backlinks in bulk. It will backfire on you. Link building is not the same as link spamming. Link spamming will get your website penalized, link building will get your website on Google’s first result page.

Although necessary, it’s not enough to have web pages great content. That content will never be seen if your web pages do not get good backlinks.

How do you get these good links?

Good links are backlinks that deliver targeted visitors to your site. Links that are valuable to real website visitors will automatically increase the search engine rankings of your website.

Unfortunately, link building can be time-consumptive. To do things as quickly and efficiently as possible, use the link building tools in SEOprofiler. The link building tools in SEOprofiler help you to find good websites that could link to your site, they help you to mange your backlinks, they find backlinks that can be harmful to your rankings, they rate the quality of each backlink, and much more.

With the right tools, link building is much easier and you will get results much more quickly. If you haven’t done it yet, test SEOprofiler now:

Article by Axandra SEO software

Categories: Internet Marketing Articles

Three popular cheap SEO services and their risks

Many businesses try to cut costs by hiring cheap SEO service providers. Do these SEO companies really offer search engine optimization and does it make sense to use these services?

cheap seo

Three popular cheap SEO services

There are many ways to get search engine optimization services for a low price. Here are the most popular:

1. The hosting company and the CMS vendor

Some hosting companies and content management system vendors include ‘SEO’ services in their packages.

These offers usually include automated tools that insert keywords and other code on your web pages and then they submit your site to Google and other search engines.

 

2. The son/cousin/nephew of someone who is great with computers

 

Maybe you know someone who knows someone who is really great with computers. They can ‘fix the SEO’ on your website and you will save a lot of money because they do not charge much.

 

3. The offshore company that will do everything for a low price

 

These companies often send unsolicited emails with great offers. They promise to build backlinks, optimize your web pages and a lot more for a low monthly fee. You just have to sit back while they do the work.

These offers don’t look too bad and it might be tempting to use them.

Why you shouldn’t use these cheap services

When it comes to search engine optimization, it does not make sense to cut costs at the expense of lost sales and revenue. All of the services above have in common that it can be risky to use them. For example:

  • The fully automated solutions offered by many hosting companies and CMS vendors are usually outdated methods that did work in the early 2000’s. Nowadays, these methods don’t work anymore. Some automated methods are considered spam and your website might get penalized if you use them. SEO isn’t point-and-click anymore.
  • Your nephew might know how to code an HTML web page but that doesn’t mean the he has any SEO knowledge. If your nephew is good with numbers, it still doesn’t make sense to let him do your accounting (if you don’t want to get in trouble with the tax office).
  • Many of the offshore companies use automated spam tools to ‘promote’ your website. Hiring these companies is often a sure way to get your website banned from Google in the long run. Some of these services even tweak the meta keywords tag of your web pages, which is a sure sign that they do not know what they’re doing.

Search engine optimization is more than point-and-click

SEO is more than building a few links, adding a few keywords to your web pages. There’s nothing that you can ‘install’ on your website and that’s it.

The right visitors from search engines are crucial to the success of any website. It’s important to understand that search engine optimization is not a one-off project. If you focus on short-lived optimization tactics, you will get short-lived results.

It’s much better to develop a long-term search engine optimization strategy. Tools and services that look expensive can save you money in the long run because you will get much better results.

If you use the right tools, you can get things done as efficiently as possible. You still have to do some work but tools like SEOprofiler will guide you through the process and they will help you save time by automating things like regular SEO audits:

This tool helps you to get results

Article by Axandra SEO software

Categories: Internet Marketing Articles

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Future-proof link building techniques for 2014

Since Google’s recent updates, link building by spamming does not work anymore and that’s a good thing. To succeed with your website in 2014, you have to do the right things.

1. In 2014, link building is more alive than ever

You’ve probably seen some “link building is dead” theories on the Internet. People who say this usually engaged heavily in link spam activities.

Automatically creating backlinks in bulk does not work anymore. Faking social network profiles to get backlinks does not work anymore. Spamming forums and article websites with fake or low quality content to get backlinks does not work anymore. Automated link networks do not work anymore.

In short: spamming does not work anymore.

Link building, however, is still the most important thing that you have to do if you want to get high rankings on Google. Google’s Matt Cutts made that clear in an interview:

“Links are still the best way that we’ve found to discover [how relevant or important somebody is], and maybe over time social or authorship or other types of markup will give us a lot more information about that.”

2. Relevance has become even more important

“Things, not strings” is one of the most important concepts that Google introduced last year. The context of a link has become even more important.

The links that point to your website should come from pages that are related to the topic of your own website. Google has been saying this for years but now they are serious about it.

If all of the links that point to your website contain exactly the same keyword, you can be sure that this will trigger an ‘unnatural links’ filter. If the links to your website contain keywords that are related to the topic of your website, Google will find your website relevant for that topic.

3. Once again: spamming is risky

Some people still think that they can trick Google’s algorithm with the ‘brand new secret method that will get your site on Google’s first result page with just a few mouse clicks.’ These spam tools do not work anymore.Google does not like link schemes and you should avoid these link types:

  • Buying or selling links that pass PageRank.
  • Excessive link exchanges.
  • Large-scale article marketing or guest posting campaigns with keyword-rich anchor text links.
  • Using automated programs or services to create links to your site.
  • Text advertisements that pass PageRank.
  • Advertorials or native advertising where payment is received for articles that include links that pass PageRank.
  • Links with optimized anchor text in articles or press releases distributed on other sites.
  • Low-quality directory or bookmark site links.
  • Links embedded in widgets that are distributed across various sites.
  • Widely distributed links in the footers of various sites.
  • Forum comments with optimized links in the post or signature
If you use these methods to build backlinks, it’s likely that your website will be penalized.

4. This time, it’s personal

Links that require human intervention are the links that Google considers in the ranking algorithm. Quality is much more important than quantity.

A handful of high quality links are much better than hundreds of automatically created backlinks.

The tools in SEOprofiler help you to build backlinks as efficiently as possible. While it is not possible to automate the link building process, the tools can make your life much easier:

  • they find suitable websites for you
  • they help you to contact other webmasters
  • they help you to keep track of your link building activities
  • they help you to separate the wheat from the chaff
  • they help you to save time so that you get more things done

Invest your time wisely. If you haven’t done it yet, try SEOprofiler now:

Free trial Test full version

 

Create a free trial account now or get the full version and save 99%.

Article by Axandra SEO software

Categories: Internet Marketing Articles

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