Operational Excellence is a Friend of SEO

Jeffrey Hales

Based on one of my latest blogs, I was asked to speak at a local small business seminar coming up in early 2016. After a weekend of research on the subject of integrating the new tech-based tactics with the tried-and-true strategies of traditional advertising, I found out that the more things change, they really do stay the same.

No matter what your industry or niche may be, whether you're a brick-and-mortar or virtual ecommerce site, operational excellence remains to be one of the key factors when gaining and keeping new customers.

Again, the original communicative strategies of old are all still being implemented across new digital platforms today, and the most effective communicators are the ones to which we should pay the closest attention.

If you're looking for the easiest ways to improve your website’s search engine visibility, you may want to double back and make sure your message is being purported the way you would speak to a potential customer on the street. Merely creating a website just for the sake of having one, and stuffing it with keywords is certainly not the way I would advise you to spread the word of your product or service. I hope you agree.

As search engines continue to evolve, so do the algorithms they use to determine which websites rank best for any given keyword search terms.

This simply means people like me are continuously researching and studying in attempts to stay ahead of the game.

On top of this, search engines often change the rules without even telling the players in an attempt to penalize websites using ‘black hat’ SEO practices.

While it is now widely known that tactics such as buying links and keyword stuffing will negatively affect rankings, these techniques were all common practice not too long ago. Tactics and rules change, but strategies never have.

What can you do to immediately improve your site's ranking with Google? Here is a selection of new tactics that will certainly help do just that while simultaneously improving user experience. It's all about quality communication to create more customer demand for your products and services.

Operational Excellence in Web Content

Look, you're the pro at your given niche or industry, and you're still in business, so obviously, you're doing something right. Right? Transmit operational excellence throughout every platform you choose to publicize your business. Pretend the channels you are transmitting your message (i.e. traditional and digital) are employees, and remember, you're only as strong as your weakest link. I’ve always viewed this perspective as a win-win. Creating new content for your website is a great way to demonstrate your expertise and provides your potential customers an opportunity to see you before they actually see you. First impressions... It’s also one of the best ways to rank higher, online and off.

Google loves quality content. In fact, the basis of any SEO strategy should be producing relevant, captivating, helpful, well-written and - most importantly - regularly updated content. If you link your content to a Google + profile, and continue to publish quality articles/ blogs on a certain topic, Google will undoubtedly recognize you as an authority, and send you more customers via higher rankings. I promise!

No matter what your site is about, Google will know, so resist the temptation to cram it with the exact same keywords within the content. If you wouldn't walk up to a person on the street, and say, "Shirts! Shirts! And More Shirts," don't do it anywhere else including your website! Google’s main objective is to give users the most valuable, relevant content for which they are searching. This means you have to provoke your creative side a bit, and come up with some well-written pieces in order to satisfy the reader, not attempt to manipulate the most current search engine algorithm. And look, there isn't some magic number, or 'ideal keyword density'. I advise trying to keep it at 3%, but I've heard others suggest it's perfectly fine using keywords a total of 15 times. At the end of the day, however, just focus on making sure the writing is clear, and emphasize how valuable your products and services are for the user first, and Google will have no problem. They will not send anyone to your website only to be confronted with near-illegible copy.

Matt Cutts, Lead Engineer of Google’s WebSpam Team gives the following advice, "Try reading your content aloud. Does it make sense? Is it clear? Does it respond to the needs of your audience?" I say, that should be a given, but who am I compared to Mr. Cutts?

Google will know what you’re writing about. It's just how far they've come. No need to press and re-press the issue or content!

Other elements of creating a page that ranks well for a certain keyword are not rocket science by any stretch of the imagination.

The best example is the title of the page. It is imperative you load your title with the keywords for which you want it to rank. It acts as signage to your readers and search engines, so if you’re creating content which for 'Shotguns my granny could use', make sure those words appear. The best way to do this is to simply, keep it simple.

As I previously stated, you are writing for people first and foremost. Make sure your title is clear and concise, and communicate your message as excellently as you operate your business. Now go, and continue to be excellent in everything you choose to do!

How a Sentence a Day Became a Blog a Day

For the last three months, I’ve been focused on one question: How do I publish at least one quality article every day that will simply increase my value as a freelance writer?

In learning how to answer that question, I vowed to write one sentence of positivity per day, and found that when I actually sit down to assess the day's progress, I don't want to stop until I have created some great content. It's a matter of opinion, but let me tell ya, if you haven't figured it out yet, no one amuses self more than a creative self!

I'm going to share some tricks to blogging that I've learned during my short time doing this - all of these strategies can be easily applied to your own blog, or content marketing strategy. Success leaves clues, and in the world of internet marketing, there's no exception.

I have a simple mantra: Recycle, Reiterate, and Reward.

I don’t create all the content, I simply recycle content that I store in a little black box buried deep within my own brain. You know how you'll see something, but you don't quite realize the importance, or magnitude of it in that exact moment? Well, somehow, I have the ability to recall those seemingly meaningless moments throughout my life very vividly.

When I first began blogging, I would very often fall into the trap of thinking I had to rewrite The Odyssey from scratch. That basically means I usually just stared at my screen, unable to write down a single word. How many other people suffer from this blank screen dilemma on a daily basis?

I have read thousands of books, and even more articles, columns and blog posts in my lifetime. My love affair with the written word began early on, and it's more akin to agape if truth be told.

The benefits of being an avid reader - besides the obvious - is that writing has become second nature. I write, therefore I am a writer. The drawback of it is that I have forgotten way more than I will ever remember.

However, recently I read something in a blog that I have lived by since way before I ever read it. Leo Widrich of Buffer advises to all writers, “Copy the hell out of others!” And while you should never steal, or plagiarize another's writing, you should always look at what content has been successful in your area and mimic it while making it your own. And man, do I ever wish I could come close to masters like Hunter Thompson and/or Mark Twain (sigh!)... I digress, but again, success definitely leaves clues.

I believe in shopping local even if I have to pay a little more to do it. Stupid? Call it what you will, but I figure I'm helping a guy down the street feed his family, and perhaps a friend keep their job. I call it loyalty.

We've all heard the horror stories of countless local businesses being forced to close simply because they can't compete with the Big Boys' advertising budgets. Small business owners get locked into the mindset that it's them against the world; and that they have to run their business AND generate new business simultaneously all by themselves. So I knew that I wanted to provide a service that would help them realize they weren't alone, and that if they present their own products and services within today's land of the living, they wouldn't have to suffer the same fate as thousands of others just like them.

So I took to the fields of my own productivity, and in so doing, I always try to create a catchy title that's a play on words or perhaps a little clever remix on something current and popular. See for yourself.

I was confident people would love my blogs simply because I love doing it. Allowing my own train-of-thought to guide my fingers across the keyboard is a wonderful feeling for me. In fact, I'm thoroughly enjoying it at this very moment. Through all the twists and turns, I hope you realize I'm passionate about helping small business owners, and I recycle that theme time and again.

I always say one successful blog post is a pathway to yet another successful blog post that’s yet to be written.

Writing just one blog that invokes emotion from your readers is a very big deal! Given how hard it is to write a single one that tens of thousands of people might love is paralyzing, and leaves behind a huge challenge of creating more awesome content.

It is humbling to realize every single person a writer wants to read their blog won't unless they keep writing. It is that snippet of knowledge that  keeps me going, and I share it with you now, and everyone who ever asks me just how I do what I do. My story is mine, and all I can say is I'm only here right now because I've repeated the things that I thought would benefit my family, my community, and at the end of the day, make me successful.

This is how I began to realize that if I wrote just one sentence on the positive things I experienced throughout a single day, I could create - from that - a successful blog post, and moving forward, I had the seeds to write many more successful blog posts.

The best part about all of this? It usually takes less than an hour to write what I'm thinking. This is a natural process for me, and I assure you, it can become the same way for you in no time at all as well.

Rewarding yourself is an important step in the creative process. Not only does it give you a sense of accomplishment, but - believe it or not - it also creates leverage. Regardless as to whether absolutely no one reads one of your posts, or it goes viral, you will have already reaped the benefits of feeling successful. I highly stress this step! It's the last within my personal mantra, but probably the most important!

So, the deeper I get into this content game, the more I notice how other professional content marketers use the tactics I just described above. Buzzfeed and Business Insider are two publishers that have elevated content recycling into an art form.

While I was perusing Business Insider one day, I was absolutely shocked to discover that so much of their content is actually recycled from other publishers, and vice versa.

I am deep in the content creation game having just been awarded a contract with a start-up for which I've already written a few freebies. After all, you can't spell freelance without the word free! At any rate, my mantra always pays off when I stick to it. I just get sidetrack-ooh! Squirrel! Ha! I made a funny!

So, that's my secret, my mantra: Recycle, Reiterate, Reward. You are more than welcome to adopt my mantra for your own. Sure, there are other variations of this out there, but in essence, it works. You will find more content within than without, an undying love for and of community, and hopefully, at some point in the process, more profit as well.

Content helps you stand out from the fray and creates communities. Trust in your voice. Improve search optimization for the little guy you believe in, and remember, the best advertising is still word of mouth. Use yours well, and others will be touting your praises, sharing your content, and getting people through your doors, whether it be brick-and-mortar, or virtual.

Use the Recycle, Reiterate, and Reward strategy to leverage the existence of great original content. This resource will maximize your ability to pique people’s interest to click, try, and buy, as well as understand exactly who you are and what you do.

And remember, it all started with one sentence!

Google Hoc, Ergo Google Hoc

Jeffrey Hales

When analyzing your website's link portfolio, do you know how to identify an unnatural link? For the most part, unnatural links are easy to recognize, but seemingly just as often, they are not.

In this post, we will peruse the link schemes section of Google's Quality Guidelines and explain in detail what 'they' have to say regarding unnatural links. So, a bonus to those of you who've always wondered who 'they' are, it's Google! Now that you are in the know, I will also share some examples of sites that have been penalized for imbedding unnatural links.

You can find the official link schemes portion of the Google Quality Guidelines here. This article provides their definition of an unnatural link stating simply, “creating links that weren’t editorially placed or vouched for by the site’s owner on a page, otherwise known as unnatural links, can be considered a violation of our guidelines.” Can be? No. You can bet the farm on the fact that if your site violates this guideline, you will be penalized!

"Any links intended to manipulate Pagerank, or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.”

Seriously Google?! Any link that is created with the intention of improving your site’s ranking in the Google search engine results is considered unnatural to Google. The answer is, "Yes!" Because the Almighty Search Engine says so! Hey! It's their ball AND court, so...

In order to understand why this is the case, let’s take a look at why links are important in the first place.

By the way, if you're even remotely interested in how Google works, I recommend you check out a book by Steven Levy entitled, In the Plex. The author walks his readers through the history of Google, how it all began, and why it was a superior search engine then, comparatively speaking, as well as one that has stood the test of time. You recall names such as Alta Vista, Infoseek, Lycos and Excite? Well, they all implemented 'Information Retrieval' algorithms to determine the order in which their search results were displayed. They used metrics within their coding that looked at how often words appeared on a page as well as the presence of meta keywords, and thus, why keyword-stuffing used to be so commonly practiced and effective.

Enter a young student majoring in computer science named Larry Page. This dude not only discovered a brilliant way to improve on search accuracy with the use of hyperlinks, he named the system after himself. Pagerank! Even the dark ages of the web contained a vast amount of academic papers which often cited other articles in the form of a hyperlink. Mr. Pagerank himself realized that pages cited most often were the most important pages. He developed his system based on a simple rule. The importance of a page is determined by how many quality pages link to it. Each  link is equal to a 'vote' for that particular site. So, a website with lots of votes - especially votes from trusted pages - would rank well in search engine results.

While Google algorithms today are much more complicated than in its earlier days, links remain one of the most vital factors taken into consideration.

It appears, however, that the gig is up, and Google is getting better at determining when a link is a bona fide editorial vote for a site as well as when it is simply an unnatural link. My personal opinion is that many self-made links that used to improve a site's rankings are now simply ignored by the Wonderful Wizard of Google.

I digress back to the first line of the link schemes section of the Quality Guidelines. You can clearly see why a link imbedded for the sole purpose of manipulating a site’s ranking would be considered unnatural. It is because a self-made link is not a true vote for your site, and not only will it discount your site’s Pagerank, but will cause your site to be penalized severely by the Penguin algorithm.

The guidelines continue with more specific examples of links that could be considered unnatural:

Exchanging Money for Links or Posts that Contain Links

These links are obvious examples of unnatural links, and to me epitomize people who have more money than sense. If you contact any webmaster and offer them money in exchange for placing a link on their site, that’s a clear example of an unnatural link. Others are not so obvious. I've seen instances where you can  link to a high ranking page by 'donating' $5 to a software developer. Don't do it! It is very obviously a paid link and unnatural, and the Penguin algorithm looks specifically for violations such as this. However, if your company makes a donation to a local youth dance club, and they thanked you and linked to your website, this is where it becomes a matter of 'why' and 'how often'. If you have only a few links like this, you will - more than likely - fall under the radar. Don't use it as a linking tactic, or else you will run into problems. At this stage of the game in 2015, the Penguin algorithm is not affecting links like this, but if you ever receive a manual review from a Webspam team member, a large number of links like this could contribute to an unnatural links penalty.

If you're not sure on the differences between algorithmic ranking drops and manual penalties, there are hundreds of articles out there dealing with this subject alone, and I may decide to cover that at a later date as well. Stay tuned!

Exchanging Goods/Services for Links, Sending Someone “Free” Product in Exchange for Writing About it to Include a Link

This is a tactic many businesses have used in the past in order to gain a link and Pagerank. I strongly advise against this practice as do many other SEO professionals. If you love a product, write about it. Period. This is part of the quality guidelines that is extremely tricky for many to decipher  because after all, if you send me a product and I decide to write about it, aren’t I vouching for your website? Certainly, that link counts as natural, right? Not according to Google. It is not naturally earned as it was procured by you offering me an incentive. I have seen more than a few examples of this type of link scheme leading to unnatural links penalties.

I've heard about large brands sending free products to several hundred 'mommy bloggers'. Of course, they were encouraged to write about the product, and in most cases this resulted in a followed link that passed Pagerank. Several hundred contextual blogs about your brand is definitely going to make a positive influence on your rankings. But, because those links were procured by receiving goods, Google deems them unnatural. This nationally recognized brand received an unnatural links penalty and had to contract the help of a professional to remove them.

That is a process many site owners are finding themselves in the middle of these days. It begins by removing spammy links from low quality directories and bookmarking sites, but the penalty may not be lifted until you address all of your unnatural links. Unnatural links are certainly not illegal, but if you want to stay under Google’s radar, this is the type of link that you must either 'disavow' or 'nofollow', so that it will pass Pagerank. You have to ask yourself, "Is this is a link that I would want if it were nofollowed," then you will not only have your answer, but also gain an understanding as to why the link was created in the first place. Remember, links that are self-made with the intention of improving a site’s Pagerank are unnatural in the all-seeing eye of Google.

Partner Pages (Cross-Linking)

The vernacular concerning partner pages is something that mysteriously appeared in the Quality Guidelines of October, 2012. This portion of the guidelines is difficult to interpret as well. Let’s say that I own a car dealership, and I have a resource page on my site where I recommend certified mechanics, paint and body shops, auto insurance agents, and so forth. Some of those professionals might also list me on their official partner page as well. Is this against the quality guidelines? Probably not, but this type of link is plain ol' good business, right? Before you know it, you're cross-linking with friends' businesses, your favorite eateries, and now it’s starting to resemble a linking scheme. A general rule of thumb I would adhere to if I even did create a partner page on my site, and vice versa is to only imbed links that I would want even if search engines and their rules didn’t exist. It's alright to have a few reciprocating links as long as they are relevant  to your own product(s) and service(s), and as long as they are links that I would still want even if they were to be nofollowed at a later date.

I won't go into great detail about the following. I will just let you know that purchasing fans from sites such as fiverr, and automated linking from them are nothing but a penalty waiting to happen. Don't!

Text advertisements that pass PageRank

These are very similar to paid links. If you’ve purchased advertising on a site, in order to stay within the quality guidelines, your ad needs to contain a nofollow tag. I’m completely baffled as to the specificity of the guidelines stating “Text advertisements". I would be surprised if Google considered a followed link from an image ad as a natural link.

Advertorials is yet another example of a paid link. An advertorial is “an extended newspaper or magazine text advertisement that promotes the advertiser's product or services or special point of view, but resembles an editorial in style and layout.” (dictionary.com) Advertorial links used to work very well, and helped improve a site’s ranking. Often, these links are placed  PR news sites in exchange for payment. If you’ve got links like these, they should be nofollowed and/or removed if you want to remain within Google's Quality Guidelines.

It is difficult to determine where Google draws its line between low and high quality directories. Most of us that perform link audits will agree that a link in dmoz.org is an ok link because Dmoz is known as a directory with very high editorial standards. A Yellow Pages directory link or a Better Business Bureau link is okay as well. When you start talking local newspaper business directories, the lines start getting blurry. Personally, I would stick to directories more closely related to your own niche. I have heard directory listings are acceptable to Google if the directory has an editorial process (e.g. submissions that are not auto-approved, and said directory has their full contact info published on-site). Google won't tell us - exactly - what makes a directory low or high quality. When trying to decide whether Google could consider a directory an unnatural one, you must - again - consider whether this link is one that would have been executed even if search engines didn’t exist. If you can honestly say whether or not a link was imbedded with the intention of increasing your PR, it’s probably good to go. However, it is very difficult for most webmasters to remain objective and concise about these decisions. After all, neither is Google.

There are many more instances within the guidelines (as I hope you will check them out for yourself), but the bottom line is this: Google wants your site to enhance the user experience! If it does that, and you don't violate the linking guidelines (if that's really even possible), you will be okay with Google and your customers! To me, that's a win-win.

Please contact me with any questions or comments you may have at: jhales4957@gmail.com ... Talk to you soon

Restaurant Delivery Force Awakens Just in Time for New Year

Jeffrey Hales

As the nation eagerly awaits the seventh installment of Lucasfilm's nearly forty year franchise, there's yet another new hope on the horizon for 2016.

Entrepreneurs and retirees are incessantly searching for something worthy of sinking their teeth into, but there remains a market share of a $600 billion industry for which consumers are begging. What is this - seldom tapped - business, and why aren't more people leveraging it to earn a great living?

Restaurant delivery services have continuously sprouted throughout the continental U.S. since Dominoes proved it was a hit back in the early '80's. Running a successful one for multiple restaurants, however, is certainly anything and everything but a no-brainer. Therein lies the problem with why more people aren't capitalizing on this highly demanded service.

A few exceptions to the rule are still operational and running strong throughout our nation, and even worldwide, but there seems to be a well-kept secret hidden deep within the business model itself that has baffled potential investors. Until now.

With over 120 successful franchises in five countries under their belt, the folks at Restaurant Delivery, USA help their clients overcome the fear of fear, and walk them through each step. They understand that operational excellence is first and foremost, and epitomize the phrase better than anyone. Their team has helped many people from every walk of life accomplish success at a high level via this phenomenal channel.

Team RDUSA carefully evaluates and assesses each market's feasibility prior to allowing a client to purchase one of their franchises, and have partnered with the premier restaurant delivery software companies in the world to ensure a smooth-running, uninterrupted service within an awarded area. They provide support that is second-to-none, including a call center to help with peak delivery demand - where other companies attempting to franchise have dropped the ball in the past.

RDUSA is successful only if their franchisees are. They have been in this business for more than 23 years, and aren't in it to just sell licenses in as many places as possible. In fact, Mike Handy, CEO of Restaurant Delivery, USA and his team of professionals handle everything from initial restaurant partnering and agreements, driver qualifying and management, legal compliance, insurance, accounting, payroll, tried-and-true marketing and advertising strategies, and so much more for the sole purpose of giving the right candidates a real chance to succeed.

If you are looking for a new challenge, consider becoming a local celebrity in your own hometown. Opportunities like this come around seldom in life. The celebrity thing may be a bit of a stretch, but you will certainly feel like one when random strangers come up to you with an undying appreciation for delivering your community something very few have...

Make a commitment to at least find out if you might qualify. You owe it to yourself, and the benefits - beyond stardom - are gradually increasing revenues for you and your future restaurant partners!

For more information, click on the RDUSA link above, call (407) 814.4111, or email: mike@restaurantdeliveryusa.com and awaken the force that is within you today!

Little Known Tricks In SEO

Jeffrey Hales

Over the past six months, I have been researching trends in top-ranking sites on the three most popular search engines - Google, Bing, and Yahoo - and what I have found is that developing a well-optimized website is not even half the SEO battle. All of the first page sites you will see on ANY basic search utilize ongoing link building campaigns that establish trust  with search engines, and target audiences over time.

Anyone can do what the popular sites do to gain that coveted top ranking, but in order to do this, you must build  what is called a quality link  portfolio. What is that, you might ask, and how do I go about it? Well, I know, and I am certainly not going to hold out on my faithful readers...

You must first practice diversity, and that is simple enough. There  are  - literally - millions of  links  on the 'interwebs', and more coming out every day, but the best way is to embed a liberal share of relevant ones within your own content.

Some of the most popular tactics are as follows: blogging and engaging with your readers (commenting), press release distribution, directory submission, social networking (including, but not limited to YouTube), and video marketing. It's also important to note that you cannot rely solely on just one or two of these because it will leave your site vulnerable to search engine algorithm  updates. Not only that, but it will also limit your own visibility among audiences who prefer one platform over another.

Next, you must designate a great content curator. An organic link-building campaign will not help at all unless you create content other authorities deem worthy to link with theirs. The (new) old adage among marketers, "Content is King," can only be true for your site with captivating and share-worthy content! It should give your audience some sort of value, and/or can even provide an informational or educational component. All hope is not lost if writing and developing great content isn’t your strength. A great number of companies - including those top-ranking sites - outsource content marketing and freelance writing these days, and it's less expensive than you might think.

I believe the next order of business in the battle for SEO is to pretend (even if you're not) to be a social butterfly. Your presence on social media can not only help build your brand, but also force the search engines to pay attention to 'social signals' and links that are shared. Social media sites play a vital role in search  engine ranking... just in case you didn't already know.

A step not to be forgotten is to link to internal pages. We all know there's more to every website than just the homepage, and it's very important to note when maintaining yours that the  search engines rank each web page individually. Web pages  and an internal services or  product page can also rank  well as long as it is trustworthy among other links.

Remember to utilize anchor text! There are things called search engine spiders that scan links in order to determine what a webpage  contains. So, if an inbound link is  hyperlinked to a phrase like 'purple embroidered shirts,' the  'spider' understands that the  page includes information  about purple embroidered shirts. Anchor text such as 'click here' is obsolete and worthless because it tells the spider absolutely nothing. Beware of spiders. They can be your best ally in the War for SEO!

You must network! Notice the word, 'work' within! It takes a great deal of painstaking, hard work to do this correctly. Establishing and maintaining  relationships with others can  - and often does - lead to new opportunities, but it can also  lead to a chance to site link. Don’t be afraid to reach out  and ask your friends and/or connections if there is a possibility for you to contribute  content to their site. This is what I like to call a win-win that improves visibility, and establishes quality inbound links for everyone.

However, you should run occasional link audits on your site, say, at  least twice annually. While conducting these audits, you should click each link on your site, no matter how many there are. Depending upon how you decide to conduct your audit, it’s absolutely mandatory to do it. Likewise, you should also  consider running link audits  on competing sites. This will  not only give you a good idea  of  how well you stack up  against your competition, but it will also aid in discovering  new link building opportunities as well; such as: industry  associations they a part of that you might join, forums and  message boards they are active on, blogs they are writing guest posts for, etc...  You can peruse their activities  in order to find new places to build inbound link opportunities to your own site which will certainly level the playing field.

Link-building is nothing short of an art form, and it is certainly easier for some than others.  The most successful people doing this are the ones that are always thinking about it and looking for new opportunities. The key is to think outside the box in order to uncover new  sites that can potentially be a  perfect match for link building. A great place to start, however,are those previously established relationships. For  example, think about your current advertising campaigns and all of those contacts. What  traditional marketing methods  do you use? From print ads in news and magazine publications, to radio, TV, and/or billboard, these businesses  all have websites. So, if you  are already investing with them,I can pretty much guarantee they would all be more than happy to include your link on their site. And, if your company participates in any local event marketing and/or  sponsorships, the same guarantee applies. Sources of  links are literally everywhere, but the best ones are the connections you already have within the industry, such as bloggers and social media followers. It takes time to establish these connections, so you shouldn't expect any from the onset. You must first establish a business relationship over time that will  eventually lead to your pick of the litter, so-to-speak, of link  opportunities. And remember, it works both ways in that respect. You can't assume others will automatically want to link to your content if you aren’t willing to share or promote their work from time to time. Sometimes, you will get a flat out no, but it doesn't end there. It’s always worth it to ask because in many cases, the site owner will have no problem including a link to  your website and/or blog...

In  order  to  create  a  successful SEO strategy, it’s  important that website owners  keep their SEO partner abreast of any changes, especially if  they are planning to redesign/rebuild their site. Failing to do this could result in some pretty unfortunate scenarios and/or penalties that I will cover in a future blog.

When it comes to link building  for SEO purposes, it’s extremely important to have a broad focus. A good strategy to  develop a strong link building  campaign that spans over, say, a year with monthly activities  built-in, you must commit to stick to it. However, that  doesn’t mean those tactics are the ONLY ones you should  implement. A typical strategy  includes activities like press  release distribution, directory  submission, social media  engagement, social  bookmarking, article marketing, local profile creation, as well as business profile creation.

This is an extremely phenomenal starting point, but you never know what types of  opportunities may come along  as that year progresses. It's also imperative that you keep your eyes peeled for these types of opportunities. Remember, the best link  portfolios are diverse, which basically means that your inbound links are coming from a variety of sources. That’s why it’s also important to be  creative, and to think outside the box when you are building your links.

It’s always important - and okay, mind you - to be thinking, 'How can I get a link out of this?" Sometimes, all you have  to do is ask. A great way to build links that should be an integral part of any link building strategy is to write guest blog  posts on other industry related blogs. What about blogs that  aren’t necessarily in your industry, but are somehow  related? For example, if you are a food critic, you don’t need to  pigeonhole your guest blog  posts, and stick to the restaurant community. Who eats? Everyone! Reach out to  restaurant owners, or foodie  blogs in order to gain visibility  in an untapped area, and build additional credible links. You should always avoid sites that  are (Ahem! Rickey Stokes...) loaded with ads, have  questionable, low-quality  content, and only sporadic traffic. You also want to avoid  building links from sites that  are in no way, shape, or form  related to what you have to  offer. That is what is called a  'spammy' approach that WILL lead to search engine penalties. The key takeaway is that more sites are fair game than you may think, and that it’s advisable to broaden your link building horizons.

Last, but not least, don't waste  your time on sites with low-quality or unoriginal content. If  these sites haven’t already  been dinged by Google’s Panda update, they will be very soon. Mass-submission sites that  automatically publish content  may look  like  a great  place  to  get  a  few  inbound  links,  but everything that glitters isn't gold, you know, and in this world, it's called 'black-hatting'. Those tactics used to work in the dark ages of the internet, but beware of practicing crap like this nowadays! Save your  content for the best sites that get more traffic, social signals and lots o' love from your favorite search engine!

Now go! Be great! Be cool! And begin to optimize!

National Restaurant Chains Rolling Out the 'New' in 2016

Jeffrey Hales
JeffreyHales.com

Foodies all over the U. S. are giddy about the upcoming features some national restaurant franchises will be implementing throughout the remainder of 2015, and into next year as well.

From emoji ordering to Snapchat stories, multiple restaurant brands have recently invested in amplifying their visual-technology marketing campaigns. A new report from market-researcher Mintel implies these are brilliant moves, and also alludes to the fact that mobile convenience will continue its prominence with consumers in the coming year.

“In 2016 and beyond, we will see a rapid development in the new ways in which people are able to communicate and interact through visuals,” says Stacy Glasgow, consumer trends consultant at Mintel, adding that brands that fail to leverage “universally quick and comprehensible” visuals risk being left in the dark ages of restaurant operations.

Consumers’ increasing dependence on visual media is based solely upon the desire for speed and convenience, Mintel says. More restaurants are enabling mobile-payment systems such as Google Wallet and Apple Pay, and that has ignited consumer interest in saving time, the researcher notes.

Playing into customers’ visual predilection, Domino’s debuted emoji ordering earlier this year, allowing their customers to place pizza orders by texting a pizza slice emoji. In support of this new capability, the chain even launched a PSA-style marketing campaign for the emoji illiterate, which included videos and printable flashcards enabling their customers to adopt the new technology.

In addition, just this past week, Starbucks announced it will be adding video screens to 2,400 of its U.S. drive-thru locations, giving customers the opportunity to see streaming footage of their barista taking - and making - their orders.

These cutting edge trends will continue to evolve through the coming year and beyond. Likewise, more and more chains will trip over themselves in attempts to keep up with the Joneses. Keep your eyes peeled, people, and buckle your seatbelts. These will be sights worthy to see...

The Key to New Customers Remains... Content, Content, Content

Jeffrey Hales

In 2012 Symantec and Intel funded a study on the impact of customer data breaches on brand trust and reputation. What prompted these two giants to embrace an IT sustainability agenda called, 'Think Eco-Logical'? Why do think tank companies like Adaptive Planning still - over three years later - conduct quarterly Business Volatility and Variables Audits targeting mid-market CFOs?

As we are poised for the holiday season of 2015, trudging forward into 2016, these will remain relevant questions, and are merely a few examples of leadership marketing initiatives at work as B2B companies seek to connect and engage with their audiences by implementing more customer-centric content delivered in new digital formats. Bringing more rigorous creativity and strategic thinking to content origination and delivery is still - and more than ever - an imperative in the marketing world.

In fact, content investments by these same types of technology companies has increased by almost 15% in the past four years - on a national average - and now account for well over one-third of marketing budgets. Interesting content has proven to be one of the top three reasons people follow brands on social media.

Marketers increasingly recognize that they must become innovative thought leaders, knowledge brokers, and insightful publishers to build rapport with target audiences, and create strategic conversations with decision makers and top-tier execs alike. More simply put, his means paying more attention to content marketing performance, impact, and ROI (return on investment), particularly as it relates to lead acquisition, customer predisposition, trust building, and shortening of selling cycles. Bringing more strategic thinking to content specification, origination, packaging, and delivery is now the norm for marketing professionals as they seek to drive content consumption and sharing. Sales organizations recognize the need to prime their pipelines by up-selling as well as cross-selling customers with credible, captivating content.

Companies around the world increasingly have realized the need to use content to drive brand relevance and authority. Again, content investments by B2B technology companies now account for as much as 35 percent of marketing budgets. What's more is this percentage will continue to grow, thanks to multiplying formats, delivery channels, digital platforms, audiences, device types, and global consumption rates. Content marketing within the B2B sector is also being driven by an upsurge in executive participation in the strategic procurement process. The ready availability of meaningful decision support, affinity groups, as well as professional peer networks via the worldwide web will continue its ascension to mirror the ever-growing need to captivate and engage audiences remains an integral part of marketing strategy.

As one could imagine, there is most certainly an increasing opportunity for direct market engagement - for reaching, aggregating, and segmenting customer audiences while bypassing traditional media and analyst avenues. In doing so, marketing and sales professionals are developing and outsourcing some of the same skill sets and resources of those more traditional media and analyst groups. They are forming their own shared interest communities and channels of insight, access, and influence.

Likewise, today’s 'digital content factories' are running at full-speed merely to keep pace with rapid changes in market conditions, customer sentiments, competitive threats, and technology advancements. Marketers must stay ahead of that curve, remaining adept at listening and responding to the 'voice of the client,' which requires an all-new form of intelligent engagement and continuous interaction around customer issues, problems, pain points, risks, vulnerabilities, deficiencies, and challenges. With more and more digital content publishing, syndication, conversation, and distribution channels proliferating - such as websites, customer communities, social media platforms, online business networks, internet forums, discussion groups, blogs, podcasts, on-demand webcasts, video portals, mobile devices, email, SMS text messaging, web conferencing systems, and live virtual event environments, content has to be configured and produced in an all-encompassing multiplicity of formats and delivery modes to optimize consumption, recall, sharing influence as well as action.

To be successful in the world community's love of social engagement, marketers must initiate clear content development strategies and effective auditing protocols. Rather than delivering self-serving messages, they must speak to relevant themes and topic areas, author higher-quality content that is more visual and engaging, as well as build efficient content networks that maximize audience reach and activation. In order to do this, they must implement performance measurement and tracking systems to assess the impact and return on their content marketing programs.

In essence and closing, Symantec and Intel funded these studies because content marketing has proven itself as a relevant component in the marketing world. Content, as simple as it may sound carries a workload that is anything but simple, and is definitely not just a term to be mindlessly thrown around in sales meetings and board rooms anymore.

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As always, I hope you can use this to strengthen your position in today's digital market, and remember, you may certainly ALWAYS contact me via email: jhales4957@gmail.com ...

Oh, and while you're at it, feel free to peruse my website: jeffreyhales.com ... 

Looking forward!