The Elephant in the Room for Big Brand Content Marketing Initiatives

When creating content at the enterprise-level, fostering collaboration among copywriters, creative, user experience, web dev, and marketing teams early in the content creation process is the key for building content marketing success stories. The only problem remains wrangling control for playing the role as the narrator of our story. Allowing SEO to take the lead in content development initiatives for big brands can often lead to making uncommon compromises.

Read more about The Content Marketing Elephant & the Enterprise at Search Engine Watch today!

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[Search Engine Watch] 3 Quick & Easy Holiday SEO Projects

Don’t let a code freeze put your SEO initiatives on ice this year. Make the most of this holiday sales season by implementing a few last-minute optimization tactics that can scale across the enterprise and make your search engine marketing campaigns shine.

Since there are essentially three pillars of successful search engine optimization – technical tactics, content optimization, and link building – take a look at three strategies you might be able to add into your SEO projects yet this year: Microdata, Freebies & Harvesting Links.

[Read] 3 Holiday SEO Projects by PJ Fusco

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Four Fun & Easy Link Building Tactics

Link building strategies can be exceedingly complex, but you can always break them into small, easy to implement, basic business tactics that can make your search engine optimization (SEO) objectives readily attainable.

Improve Upon Existing Links
Nothing is easier than reaching out to someone who already took the time to link to you, but did not use any anchor text when coding the back link. It’s easy to figure out who is linking to you with blank images or suboptimal anchor text. A few changes from popular online destinations can make all the difference in  the world when the right anchor text is applied. There are many back link analysis tools available. Try one from WebConfs, SEO SpyGlass, Open Site Explorer, or SEOmoz, today.

Testify! Turn Vendors & Business Partners Into Linkers
Testimonials provide a great example of relationship-based link building tactics. Testimonials allow you to identify a product or service provider you’re happy with, write about it on a blog or elsewhere on you website, and get a few deep links back in return from the vendor or business partner. Turn these relationships into white papers or studies and you add even more links to the business relationship. And if you promote these partnerships in social media venues, then you will add even more residual back links to the mix.

Think About Thought Leaders for Links
One of the key ways to build relationships (and eventually links) is to tell people when you like their blog posts, articles, tools, or ideas.  The reality is that people who blog appreciate constructive feedback and want to connect with people who share (or can constructively challenge) their particular thoughts and perspectives. Putting together a blog outreach program to connect with thought leaders in a particular industry is a great way to obtain highly targeted niche specific back links.

Interact Within Your Neighborhood
Finding the people who care and talk about your subject matter and then interacting with them is a powerful link building tactic.  Community participation can lead to securing a good volume of back links because good neighbors tend to get links back to their blogs or Twitter and Facebook profiles when they speak out on behalf of the community.

Link building can be fun, but it’s easiest when you break it down into small, actionable items.

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[Nov. 19] Historical Review of This Week in Search

[Nov. 18, 2004]  Meet Google Scholar
Google launched Google Scholar search services on this week in search history, providing the ability to search for scholarly literature located around the web. The Google Scholar index includes most peer-reviewed online journals of Europe and America’s largest scholarly publishers and is still functioning in “beta” to this day. This moment in scholastic search history accentuates the critical nature that citation counts, extraction and source analysis play in Google’s ranking algorithms.

[Nov. 15, 2005]  Meet Google Base
Michael Arrington writes in Tech Crunch : Google Base Lanunch. Yuck. “Google Blog officially announces the launch of Google Base. We previously anticipated the launch of Google Base (along with everyone else) in late October. Bottom Line: This is not a very interesting application in its current form. Keith Teare says it’s like a 1985 dBASE file with less functionality. It’s ugly. It’s centralized content with less functionality than ebay or craigslist. The content is not integrated directly into Google search results, but “relevance” can bump it up into main and local search (and froogle).” Words Google likely lives by to this day.

[Nov. 17, 2005] GP < GB
Notably, Google Print is Renamed Google Book Search. Unleash the lawyers and let the lawsuits begin.

[Nov. 17 2006] No More Missed Content
Notably, MSN And Yahoo Join Google with XML Sitemaps support. Organic search marketers take to the streets cheering the development on the “big 3″ forming any type of agreement around simple standards for search engine inclusion and new content discovery.

[Nov. 19, 2007] Take Back Those Links!
In one of many of its Grinch-like moves, Google performs a seasonal smackdown of those pesky link buyers that gets marketers tongues wagging. Like at Media Post, for example. We Know Paid Links Get the Smackdown, But What About Reciprocal Links?

“Webmasters still feeling the sting of Google’s paid link PageRank smackdown may be wary of any link-building, sharing or juice-passing schemes, but one brave Ask Enquiro reader posed the question of whether reciprocal links were still OK, or rather, if they had “more weight than paid links?”

Still no sign of Google actually fixing this repeatedly duped segment of its algorithms to this day.

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Still Hooked on the Idea of Link Bait?

Several questions need to be addressed to determine if you’re ready for link bait or just hooked on the idea. Some of the categorically obvious possibilities for creating link bait content include news items, helpful resources, humorous or entertaining pieces, as well as publishing controversial opinions, thought provoking or challenging written attacks, and fear mongering. [Read] Still Hooked on the Idea of Link Bait?

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