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CONNECTED CULTURE Blog by Jerry Allocca

Now, more than ever, we're all connected. What does it mean to be part of the Connected Culture? Share your thoughts and ideas here!
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Building an Online Community: The Basics

Building An Online CommunitySo you want to build a community online? An online community is the perfect way to broaden the reach of your brand. By engaging with your community, you’ll be enticing buyers, engaging with existing fans of your brand, and extending your reach to new customers. In short, an online community is both a source of revenue, an advertising platform, and a way to spread the word about you and your products or services to new customers.

If you’re ready to begin, here are a few basic tips to keep in mind that will help you get started.

  1. Quality – whether it’s on-site content, blog posts, videos, podcasts, or other forms of media, it doesn’t matter. People will be drawn to excellent content and return continually for more of it. Quality then is both a hook and a reason for people to come back.
  1. Originality – ask yourself: why should people come to my community for this content instead of going somewhere else? It’s important for you to have something unique about your brand.
  1. Consistency – International brands earn their reputation by delivering their specialty on a regular basis. This schedule of interactions helps foster community. If you disappear, so will your followers.
  1. Sharing – For your community to grow, you’ll need people to find your content/products/brand and share it with others. Sharing is easiest on social media. Make your content as easy to share as possible and make it appealing so people will want to see and share it with their friends.
  1. Communication – A community isn’t about broadcasting to an audience. It’s about establishing connections. Engage your community. Take time to acknowledge those who interact with you and those who have helped you along the way. If you only promote yourself, you’ll never attract a following. Post links to topics your community will find interesting. Ask questions. Make re-visiting your site and social media channels worthwhile.

Every online community is different and you’ll have to experiment with yours for maximum benefit, but by following the 5 basics above, you’ll be building a great foundation.

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5 Facebook Post Ideas to Keep Your Page Fresh

Facebook Post IdeasSocial media is not used or barely used by many companies that could benefit from a social presence. Facebook is the most popular social media platform and the one most businesses either want to, or should, explore.

If you already have a Facebook page, or you’ve just created one, the next step is attracting people to your brand. The best way to keep people AWAY from your page is to constantly post nothing other than product information or sales without personality. You also will drive people away by flooding their newsfeeds with a barrage of posts each day. So post wisely and provide as much value as possible with each post. With that in mind, here are 10 ideas to improve your social media marketing on Facebook:

  1. Share current information. People want to see what’s going on in your world. If you’re making public appearances, conducting special events, or interacting with your community in a hands-on way, let your online following know!
  2. Engage with your audience. Respond to posts and messages. This helps foster a community spirit, shows people you respect them, and also helps to ensure that posts with a lot of engagement will appear on fans’ newsfeeds.
  3. Link to blog posts. Grab a fact or an enticing headline-like phrase to serve as a teaser so people are tempted to click and learn more.
  4. Incorporate other social channels into your strategy. Twitter, Tumblr, Pinterest, and Instagram are incredibly popular.
  5. Don’t automate posts between platforms. Keep your posts original, even if they are linking to your other social media sites.

Of course, these tips are only the beginning. We can help you turn your Facebook page into an online community and resource for your business. Learn more from our social media experts today.

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How to Use Analytic Data to Create Quality Content

SEO Analytic DataAnalytic data shows you the behavior of users who visit your website, making it a valuable tool that many companies don’t harness. Many people know that analytics show how potential customers find your site, but that’s just the beginning of how you can improve your SEO using analytic data. By collecting information about user behavior on each site, you can tailor your site and your SEO to match their needs.

It’s widely known amongst SEO professionals and savvy webmasters that you can see what keyword searches lead people to your site using analytics. You can also see their activity on each individual page, but analytics data can provide you with other important information.

Start by considering your bounce rate. This shows how many people navigate away from your page quickly. If this number is high, it indicates that users are not finding what they were looking for on your site. Search engines can factor this activity toward your ranking position.

How can you improve this? Give the people and the search engines what they want! Adjust, improve, and enhance your content. This will better inform search engines about where to put you and keep visitors on your site. You can also use this to think about a site redesign—remember that user experience is one of the top factors when it comes to SEO.

Don’t forget your meta data! While meta keywords are marginal in today’s search results, the meta title and meta description are vital to you in another way—they are what users see in search results. If these aren’t enticing enough for users, they may click on another result and end up on a competitor’s site. Don’t let that happen.

For more information on how to use your data effectively, contact our SEO experts today.

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Grow Your Facebook Likes with These 3 Tips!

Grow Facebook LikesMore and more businesses are taking to Facebook to increase their social media presence. It’s a tactic that has worked well for many companies, but many stumble through Facebook without knowing how to use the service to their advantage. If you’re new to Facebook or looking to ramp up a stagnant social media campaign, follow these easy tips to grow your Facebook presence today:

Be a good Facebook Citizen
Post unique content as well, share content from other sites that your community will enjoy, and call attention when your followers post positive information, photos, or reviews about your business. Additionally, respond in a positive fashion to negative posts. Work to not only be a promotion machine, but a community centered around your brand that users turn to for information they want.

Raise Awareness with a Contest
For a relatively small investment, you can promote products or services in a way that generates interest—not only among your fans but among their friends as well. This is a fun way to present your brand and drive interaction with your social media and website as well.

Advertise on Facebook
If you haven’t explored advertising on Facebook, you’re simply missing an important opportunity. You can target specific audiences for your ads that allow you to reach customers directly. You can make the most of any advertising budget and employ a variety of techniques to reach an impressive number of potential buyers.

Facebook isn’t a duty—it’s an opportunity. Make the most of your Facebook presence today.

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What’s in a Name? Would a Domain By Any Other Name, Rank as Well?

website-454460_640SEO has traditionally been a landscape defined by connecting your site to users via keyword phrases, providing content that can be shared across social networks (which drives traffic), and delivering an excellent experience for the users who visit your site.
But SEO is always changing. One of the safest ways to ensure that your site will perform well in search engine results is to establish and cultivate a brand. The brand will incorporate traditional marketing and SEO tactics, but differs from these in being recognizable and memorable.

Developing a brand propels your business forward and ahead of your competition. One of the best ways to cement this brand is to make the best use of your domain name. The heart of your URL should be just as unforgettable and to-the-point as your brand. As one of the extensions, and most visible components, of your brand, your domain name is crucial to establishing your online credentials—and your favor in search engine results.

Contrary to popular belief, your domain name doesn’t need to be a keyword phrase—though it won’t hurt if that is the case. Recent algorithm updates have reduced the need for exact keyword matches in the names of domains.

Here are some tips to choose a memorable, SEO-friendly domain name:

• Keep it short. The longer and more complicated your domain name, the more difficult it is to remember. The top one million websites have 10 characters on average. The top 5 websites average 6 letters.
• Give it weight. Present a clear and powerful message about who you are and what you do. Lots of letters or abbreviations are rarely appropriate.
• Be Unique. Your domain name is your brand online. By choosing a distinctive name, you can further your brand’s presence online.

Remember, internet marketing isn’t about keyword stuffing anymore. It’s about having a great brand, delivering the products or services that your customers expect, and establishing yourself as the kind of business/website that search engines WANT to rank above the competition who have already earned favor.

Your domain name can certainly affect your rankings so make sure you choose well and choose wisely.

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How to Sell Digital Marketing to Your Boss

connected-culture-blog-listeningWhile you’re probably already convinced that your organization needs to increase its digital marketing efforts this year to stay relevant and grow, you may find that you have to convince others that the additional investment in time and money to do so will offer sufficient ROI.

How can you best present the benefits of digital marketing to your boss and other decision-makers? We’ve provided five essential tips for getting them enthusiastically on board:

1. Create a Comprehensive Plan

Jumping into digital marketing without a plan is akin to starting a long journey without a map. To best share with others what you’re planning to do, it’s essential to breakdown digital marketing into key components. These include:

  • Website and landing pages
  • Blog
  • Email Marketing
  • Social Media
  • SEO
  • Analysis and Reporting

You’ll also want to define your target audience and map out a strategy for how each component can be integrated into the plan. Use visual tools such as charts, spreadsheets, and calendars to help explain the plan and to keep you on track once you get the green light to get started.

2. Have a Realistic Budget

Digital marketing isn’t free advertising. It takes time and money to manage all of the elements of your plan. To prevent unrealistic expectations on the part of others, you’ll want to allocate accurate amounts for everything from website maintenance and Facebook ads to hiring an outside SEO agency and content writers.

Very few organizations can execute a comprehensive digital marketing plan solely in-house. So, it’s important to clearly determine what you can successfully tackle and what needs to be outsourced to create a viable budget.

3. Create Specific Goals

One of the most common objections heard when it comes to digital marketing is that it doesn’t actually offer any “real” value. This is why it’s so important to establish goals for your plan early on. A well-thought out and executed plan will help in business development and support other marketing and sales efforts. Therefore, goals should be aligned with overall company strategic goals. They should also be specific enough to be clearly measured.

4. Detail the Potential ROI

Showing potential ROI is vital in getting others excited about digital marketing. This means explaining its measurable value. Of course, it’s ideal if you can prove a direct financial return. However, it’s more likely that your digital marketing efforts will contribute to more leads that can eventually be converted into more sales. This doesn’t devalue the importance of digital marketing. Rather, it’s simply necessary to connect the dots carefully when trying to get the buy-in from others.

In may be beneficial to compare the ROI of your digital marketing plan to other marketing efforts such as print collateral, advertising, and telemarketing. When you look closely at the costs for each, you may find that digital marketing offers the highest ROI.

5. Give Examples

It’s a good idea to show what your competitors are doing when it comes to digital marketing. Find several good examples of organizations within your industry that are getting it right. Be able to explain what they’re doing and why it’s working for them. These examples may be the most compelling aspect of your pitch.

Getting buy-in for increasing digital marketing efforts requires a detailed plan that can be effectively communicated and executed. With expectations clearly set and a strategy for measuring results, you’ll have the ability to show real ROI that will turn doubters into enthusiastic believers in the value of digital marketing.

Question:

What can you add to this list?

 

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Backlink Analysis (Part 2): Removing Penalties

In our last post we discussed how to conduct a preliminary backlink analysis, along with how to determine if your site has received a penalty from Google or if the penalty is only directed at the links pointing toward your site. In this post, we’ll examine what to do if a penalty is impacting your site’s visibility in search engine results.

If the penalty is affecting your site’s ranking, you’ll need to address the backlink profile in a more urgent way. Use your spreadsheet to identify the sites that are having a negative impact on your site and attempt to contact the owners of these sites to take your links down or add a no-follow tag to the links. Some sites will ask that you pay for link removal. Google has advised site owners that they do not have to pay for link removal, and to simply disavow these links.

Using the link disavow tool in Google Webmaster Tools is easy—sometimes too easy. Remember that you should only disavow links after trying to have them removed naturally. Once they’re gone, you can’t get them back, so make sure to use this tool carefully. Once you’ve disavowed your troublesome links, you can write a reconsideration request and submit it to Google. If they deem your request sufficient, they’ll lift the penalty.

Even if your site has not been penalized or doesn’t seem to be at risk, there are quite a few benefits to conducting regular link analyses. You can see opportunities to improve the link profile, and by using third party tools, you can see how your competitors’ link building strategies are progressing.

Links are an important part of any site’s cyber footprint. Make sure your link profile is a benefit, and not a hindrance, to your site. If you have further questions, we can help you make positive changes. Contact Connected Culture to learn more about backlink analysis today.

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Backlink Analysis (Part 1): Getting Started

Link Penalty. Two words no website owner wants to see. If you’ve been hit by one of Google penalties, or if you’re concerned that previous SEO work puts the site you’re working on in danger, it’s time to conduct a backlink analysis.

The first order of business is to see what kind of backlinks the site has currently. Google Webmaster Tools is invaluab

le here, as it is the only place to see all of the links pointing back to the site (as seen  by Google).

You can also use a variety of SEO tools to get a deeper look into the quality of these links. If you see links from sites with a low page rank, low trust ratings, or simply sites that don’t seem relevant to your site, you can separate these links and d

ecide how to deal with them. Linking red flags include links posted in sidebars or footers of every page on a website, text hyperlinks that appear to

be placed unnatural without any context, and sites that appear to be ‘link farms.’

In Google Webmaster Tools, you can also see if your site has been penalized, and if so, what kind of penalty the site has received. Many of the messages site owners receive are frightening, but upon closer inspection in the Manual Actions tab, you’ll see that that some penalties are not on the site itself, but rather on the links that are pointing toward the site. This doesn’t harm the site at all, but does take away any effect those links may have brought in the past.

This kind of penalty isn’t a major problem and it’s very difficult to get lifted—after all, it’s not directed at your site. But if you have a different kind of penalty that does impact your site’s ranking or appearance in search results, you’ll need to follow a number of steps to get back in Google’s good graces.

We’ll discuss an overview of how to remove link penalties in Google in our next post.

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Avoiding SEO Mistakes Most Sites Make: Part 1

Avoiding SEO MistakesIf you want your site to be more visible to search engines and users, it’s important to take advantage of all the search engine optimization tactics possible. But some tactics are more worthwhile than others. Use this guide to make sure your site is not making the most common SEO mistakes.

  • Misusing Meta Keywords – Once the arbiters of a site’s search engine ranking potential, meta keywords have been relegated to the backwaters of SEO. Used only marginally, if at all, by modern search engine algorithms, it’s far more important to spend time deciding which words should be used in the site’s content, rather than in their html.
  • Misusing Meta Title & Description – Though not an important part of search engine algorithms anymore, searchers see the meta title and meta description in search results. These two fields play an integral role in enticing users to click through to your site. If these meta fields are displaying what the user is searching for, they are much more likely to click than if the field is generic—or not filled in at all.
  • Not Using Keywords in Text – Search engines examine the text on your website carefully, so onsite text without keywords isn’t helpful. Generic business copy may be beneficial for site visitors, but search engines are looking for clues about what your site does and where they should categorize it in their results. Make sure you give the search engines what they’re looking for if you want to be found.

SEO mistakes are common but avoidable. We’ll provide other common errors for you to address in future blog posts.

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Is My SEO Working? 3 Ways to Tell

Is My SEO Working?When SEO is questioned as a marketing strategy, you need to know exactly how to assert its value to your website. Unlike other internet marketing measures, SEO isn’t the easiest tactic to measure. With paid advertising campaigns, it’s easy to produce numbers that show profits and return on investment. For e-mail marketing, interaction metrics are also easy to acquire. But organic search results are an entirely different matter.

For one thing, search rankings fluctuate—sometimes wildly in a single day. Additionally, search results vary by location, search preferences, and a host of other variables. With so much uncertainty, search engine rankings aren’t a reliable measure of your site’s SEO success.

To provide the same level of reporting precision in the SEO world, you’ll have to adjust expectations toward the metrics you can measure reliably:

  1. Site Traffic – increased site traffic is the reason everyone wants to rank higher in the search engines to begin with, isn’t it? So if you can show that your SEO efforts are driving traffic to the site, you can show growth outside of where you rank in search results (and consequently improve your ranking by demonstrating value over time). You can measure whether this traffic comes from organic or paid searches using tools like Google Analytics.
  2. Sales Increases – Some sites will actually see more sales/interaction through organic searches than paid advertising. You can use a variety of ways to determine where these sales originate, but Google Analytics has an eCommerce tracking tool that can help you show what sales are from organic search.
  3. Site Influence – Is your social media campaign booming? Are you seeing more general awareness of your site? Have the links to your site increased organically? All of these metrics are important to showing how much more visible your website has become thanks to your SEO efforts.

Ultimately, if the above metrics continue to rise, you will see an increase in your site’s search engine ranking. Once you’ve adjusted expectations to not focus on this, your success in this category will be even sweeter when your site does escalate past your competitors.

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