Online Marketing « Datadial Blog
0208 6000 500

On the subject of Online Marketing

master bait

Joe Joe

February 14th, 2013.

An Essential Tool for Seeding Your Linkbait – The D.O.G.C.A.T.

master bait

 

Linkbait. The One True Love of the Content Makers.

That essential tool in the arsenal of online marketer, Linkbait is content designed to attract the attention of other web users by baiting them to link to it (see?).

Linkbait isn’t just ordinary content. Blog posts are easy; but making something that your industry will want to share and celebrate is a different ballgame entirely.

Linkbait can come from a stroke of genius or hours of planning, or both. As long as people look at it as either a resource for their industry or something novel and entertaining, there’s no reason it shouldn’t attract links from the right people.

 

More links means more traffic and better SEO!

So we know you’ve already made a killer piece of content. You’re just here to find out how to spread it around properly, right? Well fret no more, Ladies and Gentlemen. We present:

 

The Datadial Original ‘Guide to Content Appreciation’ Triangle.

Or

D.O.G.C.A.T.

 

Seeding Linkbait copy

 

Ok, Calm down. We know it looks overwhelmingly complicated, but let me explain exactly how it works:

 

LEVEL 0 – Creation:

The whole thing works on the basis that you already have a piece of original content that you think will attract attention from your peers in industry. Whether it’s a video explaining how Les Miserables is a great model for growing your start-up, or an infographic explaining the best way to seed Linkbait, as long as you think people will be able to use it; you’re on track.

 

Level 1 – Social Media:

This is the most basic type of seeding. It’s an essential step, but exposure will be limited to the size of your following. If you’re lucky, your content might be Shared, Retweeted or +1’d to a wider audience. It’s possible that you have 6 million followers on Twitter, but if you don’t it might be worth taking measures to grow your following. Social sharing is a self-fulfilling process – the more people share it, the more people see it. The more people see it, the better the chance of them sharing it.

 

Level 2 – Social News Sites:

This is a stage that requires a bit more work and skill. Sites like Newsvine, Digg and Reddit allow users to submit links and articles to be read and reviewed by their peers. These sites are community-powered and collaborative.

- Newsvine is more news-based and content is reviewed by site-users who can indicate good content by clicking the ‘Seed Newsvine’ option. The more people who seed it, the more it spreads.

- Digg is a little serious but reflects a community interested in alternative news and modern trends. Content is promoted by clicking the ‘Digg’ button and the more Diggs an article gets, the higher it climbs on the front page.

- Reddit has the potential to be the strongest tool in your Content Sharing arsenal. Reddit is, in essence a news/link/media sharing site which is comprised of niche special-interest Subreddits. There are Subreddits for pretty much anything you can think of, from /r/pokemon to /r/indiegaming. Finding the right Subreddits to seed your content is key, and if the community like it; you’ll reap the rewards.

 

My Top Tips for Submitting to Social News sites:

1)  Think of a catchy title to draw people in and make it seem newsworthy. (‘New Study Shows Horses are Just Really Big Dogs’ is a lot catchier than ‘I read an article earlier about how horses are really big dogs and I thought I’d share it with you on here’).

2)  Don’t offend the community. There’s a certain tribalism associated with community-based social sites and it would be a faux-pas to insult the people you are trying to impress. (‘Redditors Might Benefit from this Spell-Checking Plug-in’ works better than ‘Redditors Can’t Spell!’)

3)  Don’t be too self-serving; for some reason people think it’s less authentic to promote your own work than to find something organically. (‘Cool Infographic about Seeding Linkbait’ works better than ‘I made this amazing article about Seeding Linkbait).

 

Level 3 – The Newsiest Blogs in Town:

These are the former Search Engine Contenders that for the most part have bowed out of the Search Wars to focus on other parts of user experience. They’ve become pinnacles of the online news world, and although they’re still somewhat community-focussed, they are edited.  They now support a news format with a kind of blog/online magazine layout. Emailing the editors of relevant sections with your ideas could earn a link to your content and massively improve your exposure.

 

Level 4 – Industry Specialists:

If you’ve written a post on ‘Implementing Google Authorship to aid SEO’, you might consider contacting SEOMoz or other industry leaders to see if they’re interest in the resource you’ve created. One tweet from a well-followed industry leader is worth more than an email to everyone in your address book. If your specialism is music you might contact a blog such as Pitchfork or AllMusic; and if books are your forte, Waterstone’s are industry leaders. Specialism can extend into things as niche as genre, so don’t hesitate to hunt for the best blogs in your industry.

 

Level 5 – Actual News Sites:

If your content is really a revolutionary resource you might consider contacting the editors of international media and news sites. The Guardian, The Times or The Huffington Post could (if targeted properly) gain you worldwide exposure. If your content isn’t up to scratch, you’ll just be wasting your time, but a carefully strategized approach could land you on the pages of the centres of global news reporting.

 

Level 6 – The BBC:

Only one step up from The Huffington Post, but perhaps a world apart. The BBC departs from the idea of community-based news reporting and presents itself as the leading resource for news. You can submit news stories to the BBC and its various subsections, but since they are keen to avoid any undue consideration in news reporting, the only way to get an acknowledgement from this avenue would probably be to create something that actively changes how people think about your industry.

 

Some Final Notes on the D.O.G.C.A.T.

Three factors that seem to change as you move up the ladder are cost, difficulty and exposure.

Cost

Cost is actually higher on level 1 than level 6. Using paid methods of promoting your material on Social Networks can be very useful. In fact, the clever clogs in charge of these outlets have been sure to make sure spending money is easy and will benefit you. However, as you move up the D.O.G.C.A.T., cost is no problem. You can’t buy your way onto the pages of reputable news sites, but truly strong content dressed up properly can be submitted for consideration for free.

Difficulty

If you’ve already got social media plug-ins installed, spreading your content on Level 1 is a cakewalk. You literally have to do nothing. Isn’t the internet amazing? That said, by relying on the automated service alone you probably won’t see the benefit. Pumping your content back into the mixer will ensure more people will have a chance to see it and click through. Level 2 requires only an idea of what that particular online community are looking for; but from Levels 3 to 6 it becomes much harder. The content must be of an incredibly high standard and it will help to have a point of contact in the business rather than emailing ‘editor@x.com’.

Exposure

Level 1 could go one way or the other in terms of exposure. On the one hand, if you run the social media for a multi-national corporation; you’ll probably have a big following and high exposure. If you’re a local fruit shop, you might find significantly less exposure. Level 2 can offer a high level of exposure if your submission proves possible; but as we’ve said, this requires a certain level of skill. It goes without saying that a lot of people read news websites, so Levels 3-6 will be guaranteed high-exposure.

We hope you find the D.O.G.C.A.T. as useful as it definitely is.

 

It will probably change the industry.

 

…BBC here we come.

Martina Martina

November 2nd, 2010.

The importance of blogging regularly.

Blogging regularly is important for many reasons. The most obvious being that if your want to retain a degree of professionalism (assuming your blog is not a personal one) then it looks better if you are continuously finding new and interesting things for your audience to read.

Honestly, how eager are you to get involved with a company or a business through its website, when you visit its blog and see that the ‘most recent’ entry has a date stamp of 6 months ago…?

Besides, there are some little gems you may be sacrificing if you neglect your company’s blog – such as:

Being fresh and innovative!

A blog post is an article that varies in length, can be about anything you want and is usually beneficial to the target audience it was written for.  Through blogging, you can use it to encourage people, persuade them or simply to entertain them. Why lose out on something this beneficial? If you are a company or a business that has something you are trying to sell, your blog is the place to do this!

Being seen!

If you want to improve your chances of being visible in search engines (and you do) then well structured posts are essential. A great post can start to rank in search engines over time and could potentially bring in web traffic to your website. (For tips on how to write a great post you can read my earlier article titled ‘Successfully guest posting on A-list blogs’)

Being communicative & media savvy!

Simply because blogging and social media marketing must coexist when it comes to marketing a business, communication is essential.

Social communities, such as Twitter, Digg, and Facebook among others, can be used as a platform for your blog, and so being a consistent (but quality) blogger could create the opportunity for more traffic to find drive its way to your blog. Perhaps most importantly, through these social networks you could gather new business opportunities.

Being heard!

Blogging is a way to explain to your readers who you are as a company. Distancing yourself from the competition is what your brand and your website will attempt to do, but a blog can add that extra panache needed to make your business really stand out. Much like a chronicle, your blog can be how you document the goings on in your company – which will give allow it to develop a voice and a personality.

So blog & blog often!

Rob

June 14th, 2010.

Presentation on building a successful search engine friendly website

Many thanks to the Biblical Suppliers Association for listening to my talk on:

How to build a Successful Search Engine Friendly Website.

You can download the presentation here.

Seminar-powerpoint – 20 minute version -Biblical

I have also added some extra slides on attitudes to Social Media at boardroom level.

Also there is a slide of Resources slide for links to keyword tools, Datadial’s Reputation Management tool and a few other links worth looking at.

Thanks

Rob

Rob

December 22nd, 2009.

So you think you’ve got a search engine friendly website?

One of the first tasks we perform when working with a new client on search promotion is a health check of the website.  The idea is to make sure that the way the site is built does not hamper its performance in search engines.

Business owners and managers don’t have time to learn technical jargon, so if their web developer puts keywords in the URL then the “search engine friendly website” box is ticked.  There’s a bit more to it of course, and here are some pointers…….

First things first – hosting

Is your website a .com address? Which company is hosting the site, and where are their servers located?

.com / .net / .org and similar domains are glamorous for businesses as they don’t “belong” to a country like a .co.uk web address does. When confronted with a .com (and other non-country specific domains) search engines look at where the server is geographically located to determine which country the website is intended for. If your website is aimed at a British audience, has a .com address and is hosted on a server in Germany, then your website will tend to perform better in natural search results done by people on German soil.  You need to host your website with a company that has servers in the same place as the majority of your customers.

Put your web address in http://whois.domaintools.com to find out more.

If you’ve got a .co.uk or a country specific domain, then you don’t need to take any action.

How much Flash on my site?

Sites built completely in flash don’t always do well in search engines, and tend to be used as a marketing tool or a campaign site. http://www.speakvisual.com is a good example of a brand using flash as a showcase site.

speak-visual

If you go to Google and search for something competitive that people want to buy e.g. consumer goods, clothing, specialist equipment etc, the sites that feature at the top of the natural listings make limited use of flash and concentrate on providing text that search engine spiders can crawl.

Want to see your site like a search engine does? Go to http://www.seo-browser.com and enter your URL.

If you see some text and blue underlined hyperlinks, then what you see is what a search engine knows about your site. If you can click your way through to all your pages then a search engine can do the same.  Try getting to Colin Smiths’ page on Speak Visual using SEO-Browser…..

Canonicalization

There are a number of different definitions of this word. Google them at your leisure.  For this tutorial its the process of choosing between http://www.example.com and http://example.com versions of pages.

Try this simple test go to your website and type in one of your deeper pages without the “www” part e.g.  http://example.com/page

  • if the website automatically adds the “www” to the URL and you see the page you expect then you’ve got nothing to worry about
  • if the website shows both http://example.com/page and http://www.example.com/page then you’ve got duplicate content that needs to be fixed

Duplicate content

“If I’ve got more than one version of the same page on my site then its all good! It means there’s a greater chance of search engines finding it right?”

Search engines take the view that information on a website should not be repeated, and generally adds one version of a page to their records, and ignores other versions.

http://www.webconfs.com/similar-page-checker.php have a good tool for checking duplicate content.

Canonicalization is one instance where duplicate content may happen.  For ecommerce sites a particular problem is where a product may “live” permanently in the brands category, and the lifestyle section, and therefore will have two (or more) web addresses for the same item.

The content management system can be configured to create only one version of a page, and its worth talking to your team about their proposed way of addressing this.

Page titles, meta descriptions, keywords, and headings

Search engines scan the HTML code on websites for clues as to what the site is about.  Its easy to get carried away here so in order to keep it simple….

page title <TITLE>

Each page on your website should have a unique title with the most important word starting on the left….

description <meta name=”Description” content=”…..>

The information that appears here is not visible to customers looking at your pages, however search engines sometimes use this text as a summary of the page when it lists natural search results.  This should include calls to action to encourage people to click on your entry rather than others listed on the page…..

headings <h1> – <h6>

<h1> is the most important heading <h2> less so, and so on. So keywords important to your business (and appropriate to the content on the page) should be organised accordingly…..

Most content management administration systems give you the ability to manually edit page titles, and meta descriptions.

Take action

Hopefully this article has explained what some of the jargon in SEO-world means, and you now know what impact it can have on your business.  Have the conversation with your people, and if any of the above need attention, ask them to fix it.

Matt

December 16th, 2009.

The Biggest (But Lesser Known) Online Marketing Myths

Recently I seem to be coming across a lot of popular misconceptions being churned out, both by business owners who have unfortunately been told or have read incorrect information, or even, and more worryingly; people who write about digital marketing or SEO in the mainstream or industry press. Below is a collection of my favourite online marketing myths, feel free to add your own in the comments.

Content is king

Yes, it is correct that all websites need good content, and ideally need good content being added on a regular basis. However the “content is king” mantra seems to have misled people into thinking that ALL you need to do for your marketing effort is to add what you consider to be good content. Content needs to be optimised, content needs to be linkable, content needs to be publicised, content needs to be linked to. Lots of great content remains ignored and unranked as it is passed over for more mediocre but better publicised and linked-to alternatives.

Build Multiple Sites

You have one website that’s doing very well, if you add another you’ll double that success. Add 10 new sites and you’ll be retiring in the next 12 months right? Wrong. Ten more sites will mean 10 times the marketing effort and budget, and ten times the cost. Having one site with 1000 pages of content on it with 1000 links will perform far better than the same content and links divided between two sites.
By consolidating content and links onto one domain you will increase that domains trust and authority, which will mean it’ll rank far higher than it would if the resources were split across two properties.
The only time I would advocate building more than one site is for strategic business reasons such as a planned sell-off. If you are running several sites for no particular reason, other than it seemed like a good idea I would certainly look at consolodating them.

E-Mail Marketing Is Spam

Spam is bad mmmkay? Don’t do it. EMail Marketing to an opt-in list that you have built as part of your brand will deliver a massive return on investment. Every company should be building, collating, segmenting and marketing to your customer data, it is a tremendously valuable resource. Avoid emailing people too often, and for heavens sake keep it interesting, useful and punchy.

All Sites Are Equal

Certainly in an SEO sense this isn’t the case. You’ll find that bigger brands can get away with a lot more than tiny start-ups. Older, more trusted domains with a higher authority can get away with using far more spammy tactics that would get smaller sites penalised. Google hasn’t exactly levelled the playing field with the Google brand update, which is rumoured to give big brands a rankings boost for certain commercial keywords.

Social Media Is A Fad

The rocket-like growth of social media sites has taken many people by surprise, online marketers, brands and PR agencies included. People react to change in different ways, some labelling the growth as a fad, something to be ignored. Others learn and adapt and have made millions in the process.
Social media is a fundamental shift in the way people communicate, used correctly it is a cost effective way of reaching brand advocates, consumers and influencers. Just because you haven’t worked out the best way of using, tracking, measuring and monetising social media for your brand doesn’t mean it’s not worth the time.

Rankings And Traffic Are Your Most Important Metrics

Checking your sites rankings is fine, and it’s a good idea to keep a close eye on your traffic numbers, but are these your most important metrics? Probably not. SEOs and online marketers in my opinion spend far too long obsessing over rankings and traffic numbers, and less time learning about conversion rates, segmenting visitor sources, looking at link acquisition rates, keyword £ values and ultimately sales volumes. Not many clients will tell you they value visitor numbers over money in their pocket.

Search Engine Submission

No, just no. If anyone tells you that you need to submit your site to a search engine give them a sharp poke in the eye. Search engines have gone far beyond having to be told where sites are located and are quite capable of finding them themselves through links. It’s been this way since the 1990′s but the myth just won’t go away.

Magic Page Keyword Density

I keep hearing the same question asked time and time again about what the optimum page keyword density is. There certainly isn’t a magic mathematical formula for keyword % that will give you any kind of boost over your competitors.
It’s far more important to write for your visitors and intelligently use your keywords in certain places on the page – sure it’s logical that they should be present in the body text, but search engines will attribute a far higher weight to words mentioned in places like the page titles, image alt tags, headings, bold and italic text etc.

Flash Sites

There are a huge number of misconceptions about flash websites. Can search engines read them or not? On the whole, now yes they can, text and links can be read, with the exception of some JavaScript links. Until 2008 this wasn’t always the case, with most flash sites being all but invisible to search engines.
So is now the time to rush-off and convert your site to flash because it looks so lovely? Probably not. There are still many fundamental reasons why flash sites don’t perform as well in search engines as their HTML cousins. Problems with page mark-up, content not being on unique URLs, and doubts over crawlability all don’t lend flash sites to ranking well in search engines.

Recent Posts »

Our work »

What we do »

Who we work with »

Got Questions? Lets Talk »