Posted by sammiranda
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.
During 2012, Google clamped down on poor link building tactics, eliminating directories, article submission sites and adjusting the criteria for natural links. Consequently, the gambling industry has been facing the daunting task of restructuring its content marketing and SEO initiatives. Abusing article directories and paying for guest posts with keyword rich anchor text no longer cut the mustard.
Alongside brand building through social media and delivering value-added content, white-hat link building is high on the agenda to restore rankings. But it’s often dubbed mission impossible by gambling marketers.
Traditionally, gambling websites are short of linkable assets. First-party games often constitute a casino’s most valuable content, but they’re developed infrequently and reputable websites are hesitant to link to gambling-related content because of the social stigma attached to the industry.
White-hat link building (an admittedly contentious term) is possible. In this post I’m going to outline four strategies that I have obtained from my experiences of … Read the rest
Posted by dohertyjf
Do you have an idea of the path a user typically takes to convert on your website? Or, are you simply building traffic from one channel (probably organic) and wondering why it’s not converting better? As I’ve grown up as a marketer, I’ve begun to really appreciate the insights that data can provide us on how users interact with our sites, and more importantly, on how they convert and where the experience can be improved to increase our conversion rates, and thereby our top-line revenue from online channels.
I’ve recently been very interested in building a full marketing funnel based on Google Analytics data. While it’s one thing to be able to identify where conversion discrepancies exist, such as low-converting types of visitors, it’s quite another to build a full and informed funnel from your site’s data. In order to do this and have an accurate view of where your conversions are actually coming from, you need to first have the following in place:
- Email URL tracking: Check out Annie Cushing’s thoughts here in slides 11-14. (Actually, look at the whole deck.)
- Social network tracking (tagging parameters and using a shortener to see clickthroughs
Posted by MackenzieFogelson
When it comes down to it, your job is to get stuff done. If you’re in marketing, it doesn’t matter if you work in-house, out-of-house, for a tiny company, or for the largest brand in the world.
Your job is to get results.
I may be biased, but building community sure does seem like one of the best ways to not only keep pace with the continuous change we’re experiencing in the web marketing industry, but also to achieve big goals for your business.
There’s a lot of work that comes along with building a community, and it does take time. But it’s a powerful and sustainable solution to heighten brand awareness, build trust and reputation, establish the right connections, and lower the cost of customer acquisition.
There’s a lot of ways you can build a community around your brand. We’ve found that there are some very fundamental pieces that will make building and managing your community a success (each conveniently falling within a five-step process).
The fundamentals of building your community
We’ve tried a lot of things as we’ve helped many of our clients (and ourselves) build community. We’ve found these five core steps, forming … Read the rest
Posted by randfish
For reference, here’s a still image of this week’s whiteboard:
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. I want to address a dilemma that a lot of SEOs and a lot of marketers face and that is sort of choice between what should I be doing to move the needle on my search traffic? Should I be doing kind of classic SEO, the keyword targeting
Posted by Kristina Kledzik
If you’re a regular reader of the Moz blog, chances are you’ve heard about the importance of investing in mobile. You’ve already formed an opinion on whether or not you’d like your employers/clients to build a responsive site or keep a separate mobile site, and you’ve started hinting that great mobile sites are worth the investment. The problem is, how can you make that happen?
In my experience as an SEO consultant, in order to effect change, you have to:
- Convince key players that change is important
- Know enough about the problem, the site, and the available solutions to recommend the best strategy
- Be an active player in the implementation, making sure that the solution is implemented properly, and that the change doesn’t create any new SEO problems
Using that framework, in order to get a mobile site built, you have to explain the necessity of creating a solid mobile site, investigate the options of responsive versus separate mobile sites (or a combination of the two), and guide the build and implementation of the mobile site. This is your guide to making that happen.
Why you need to invest in mobile
Mobile isn’t a small … Read the rest