AudienceBloom

CALL US:  1-877-545-GROW

Category Archive: SEO

  1. 3 Ways to Acquire Links from Large News Websites

    Leave a Comment

    Link building has come a long way since the early days of posting links pointing to your site like they were flyers for a lost cat. Successful offsite SEO is no longer a matter of quantity (though, quantity and regularly still play a role) so much as it is a matter of quality. In order to build the authority of your own site, you must leverage the authority of existing sites, and construct links that are meaningful in the eyes of users as well as search engine robots.

    So what constitutes an “authoritative” site? Two of the most valuable options, .gov government official sites, and .edu educational sites, are rare to find and hard to build links on—it’s no simple matter of making a simple request or doing the posting yourself. The next best thing is getting your link on a major news website, like CNN or MSNBC, but that must be just as hard, right?

    Actually, building links on major news sites isn’t as difficult as you might imagine. It’s true that it will take significantly more time and effort to build these links, and you may never be guaranteed a spot at the end of it, but these links are far more valuable than ones you build on traditional forums or blog spaces.

    Try any or all of these three significant ways you can earn valuable backlinks from major news sites:

    1. Take Advantage of Google News.

    articleimage529Take Advantage of Google News

    Your first option is one of the easiest. In order to get a link on a major news site, you have to get noticed. And getting noticed isn’t just a matter of making an introduction. In order to get seen and appreciated by a major news site, you have to have information that is truly newsworthy; these outlets have a reputation because they’re committed to publishing only the most significant material.

    Google News is a publication outlet that can help you achieve that visibility and credibility. If you’re new to Google News, think of it as a gigantic, constantly updated database with news stories from around the world. Google takes this aggregated cache of news and then displays it to users using sophisticated algorithms that show content appropriate for each user’s interests, history, and geographic location.

    Google News allows almost anyone to post credible news articles for consideration to be included in this database. If you have a “news” or “press” section of your website (and you actually use it to publish newsworthy information), this option is perfect for you. You can set your site up within the Publisher Center, and submit content regularly for consideration. You can also submit individual articles or press releases.

    If you’re lucky, another major news publication will take notice of your Google-published news entries, and will either reference it in a link out to your site, or follow up with you for more information. It’s a roundabout way of getting attention from news sites, but if your content is worth their attention, they will take notice.

    The worst-case scenario here is that no major news sites pick up your link—if that’s the case, you can still enjoy the benefits of having your articles listed on Google News. It may not increase your domain authority as much as a pack of high-authority links, but it will send a significant flow of new traffic to your site.

    2. Distribute Your Own Press Releases.

    articleimage529ownpressrelease

    The principle behind this tactic is the same as the previous entry: in order to earn a link on a major news site, you have to get their attention with a major news article. Google News is incredibly useful for sites with regular news releases, but it only increases the visibility of content in one channel: Google search results. If you’re interested in submitting your article to major news sites directly for consideration, you can distribute your own individual press releases with a service like PRWeb.

    Through PRWeb, you’ll be able to publish your press release and syndicate it—depending on the service you use, you should be able to submit it to tens of thousands of different news outlets, differentiating them according to their geographic location or industry niche. This distribution usually includes some of the biggest names in national news, but you will have a higher chance of getting picked up in low- to medium-authority news sites.

    If your press release is highly significant, well-written, and timely, you do stand a decent chance of getting picked up by a major news outlet, featuring a link pointing back to your site as a reward for your efforts. However, even if your article falls through the cracks of the highest-tier publications, the links you earn on lesser-known publications will still be highly valuable. This is especially true for local news sites, which will earn you backlinks anchored with a specific location, enhancing your relevance in local SEO.

    Temper your expectations by remembering that submitting a press release is no guarantee of publication on a major news channel, but distributed press releases are still one of the best shots you have. Submit newsworthy press releases regularly for the best SEO benefit.

    3. Get Involved in the Community with Comments.

    articleimage529Get Involved in the Community with Comments

    Comments are always a decent option for link building, and major news sites are no exception. You’ll certainly get more visibility and credibility if a news site publishes one of your articles, but if you’re looking to get some high-authority link juice, posting something relevant in the comments section is a great alternative.

    Your best bet is to find an article that has something to do with your industry. For example, if you work with new technology, find something in the “Technology” section that is related to a product you’ve produced. If you work in financial services, something in the “Money” section might be better. You can also use a search function to find a highly specific article, but do your best to select articles with a recent publication date in order to stay relevant.

    As with any link building exercise, take caution to ensure your link appears natural. Any indication that could give a webmaster the impression that you are only posting a link for the page rank boost will immediately get your comment flagged as spam and removed. Make sure your link is to a specific, relevant page on your site, and introduce the link by explaining why you’re posting it and why it’s relevant to the article. Get involved with the discussion, and you might earn a handful of new web visitors in addition to improving your SEO.

    Getting links from major news sources is neither stable nor easy enough to be a reliable, independent link building strategy. However, when executed as part of a broader, multifaceted offsite SEO campaign, news-related link building can be an enormous assist to your efforts. Be patient with news sites and stay consistent in your efforts even if you don’t get a bite right away. Emphasize the quality and relevance of your news items, and diversify your strategy whenever possible to cover the most ground. Eventually, you’ll find a rhythm for your news, and your SEO strategy will succeed because of it.

  2. Your Guide to Building a Consistent Brand Voice for Content Marketing

    Leave a Comment

    By this point, you’ve heard about brand voice and the role it plays in content marketing campaigns. When most people think of a brand, they think of it in visual terms; they think of a logo, a color scheme, a mascot, a font, and other visual cues that represent a company’s identity. But brand voice, the tonal and linguistic choices of a brand’s copy and content, is just as important. Throughout this guide, I’ll explain the mechanics of why brand voice is important, and I’ll show you how you can create your own brand voice—and keep it consistent across every platform.

    Why Is Brand Voice Important?

    articleimage520brandvoice

    A consistent brand voice accomplishes several goals simultaneously:

    • It solidifies your brand identity. By aligning your tone of voice and verbiage with the “personality” of your brand, you’ll strengthen the image people have of your company. In the same way that a logo can give someone an immediate good (or bad) impression, your choice of words can convey a style and set of characteristics that leaves people with a specific feeling.
    • It makes your content more relatable. People want to read content that speaks to them. Consider the lines “Homework is the worst—and this study proves it!” and “New study finds homework inhibits learning potential in adolescents.” These lines could be introducing the exact same article, but one speaks to an adolescent audience, while the other speaks to older, more scientific minds. How you say things matters more than what you say, and with the right brand voice, you can make almost anything work for your target audience.
    • It builds familiarity and encourages repeat readership. Readers are far more likely to return to blogs they feel are familiar. If a reader is introduced to a new voice, or an inconsistent voice, each time they access a blog, they’ll have no familiar foundation and they’ll be less likely to continue reading. A consistent voice keeps them coming back for more.

    Four Questions to Ask

    articleimage520Four Questions to Ask

    Before you can enjoy the benefits of a consistent brand voice, you have to construct one that’s appropriate and valuable for your brand. It’s a tough task, especially for those unacquainted with brand voice or new to the world of writing, so to get you started, consider these questions:

    Who Is Your Target Audience?

    Start by defining your readership. Who is going to be reading your blog? Think of your readers’ personalities and characteristics—are they old or young? Male or female? Highly educated or average? Think about what these types of readers appreciate in their lives. Are they the type of people who prefer complex, professional vocabulary, or the type who prefer simplistic, easy-to-understand language? Would they prefer an emotional draw-in or a logical one? You can get a better idea for this question by reading up on blogs that are also targeted toward your audience, and shaping your voice against theirs.

    What Makes Your Brand Unique Among the Competition?

    This is a critical question that will define your brand as a distinguished enterprise in the landscape of your industry. Take a look at the blogs and social media posts of all your competitors. What characteristics do you see in their brand voices? What makes your brand unique among them? You can certainly draw inspiration from the style of your competitors’ brand voices, but if you want to stand out and win the loyalty of your readers, you’ll need at least a few differentiating factors. Are you more casual? More refined? More personal?

    If Your Brand Was a Person, What Would He/She Be Like?

    This is the key question in determining the shape of your tone, and it’s extremely helpful for new writers who are unfamiliar with creating a brand voice from scratch. Rather than trying to sort out which words to use or what types of phrases to try, put yourself in the mindset of your brand. Your brand should function as your company’s personality and identity, so it’s helpful to imagine what your company would be like if it actually was a person. Is your company male or female? Is he/she relaxed or disciplined? Sharp-dressed or casual? Friendly or formal?

    Why Do People Want to Read Your Material?

    Finally, you’ll want to ask yourself why people want to read your material. You probably already have an idea about the topics you want to cover, but why do people want to read those topics? Are they attracted to the informational element of it, or would they rather be entertained? Are they coming to you because they’re distressed and in need of help, or because they’re bored and need something to occupy their attention? Understanding your readers’ main motivations can help you shape a voice that responds to those needs.

    The answers to these questions should be helpful in establishing the core values and characteristics of your brand voice. But that alone isn’t enough to get you started. Try these exercises to take your new brand voice for a test drive, and start working out the kinks:

    Exercise: Imagine a Conversation

    For the first exercise, you’re going to utilize the characters you invented with the preceding questions. Imagine your brand as a person, leading a conversation, and your ideal customer as another person, responding or listening to the conversation. If you have multiple demographics for your brand, simply choose the one with the most relevance.

    Think of something you’d like to say; it can be the relation of a news item, a how-to explanation, or anything else that could eventually transform into a blog post format. Imagine how your character, the personified version of your brand, would relay that information to your target audience member. Write up a paragraph while thinking in this mindset, as if your character is having his/her words directly transferred to the page. Later, re-read the paragraph, and imagine your “brand” character speaking the words aloud. Does anything seem strange or out of character? Make adjustments accordingly.

    Exercise: A, B, and C Take

    This second exercise is designed to illustrate the differences between different tones of voice. It should help you find the distinguishing factors that make your voice unique, and give insight into how different voices can be constructed.

    Consider our “homework” example earlier. You’re going to build a similar model. Take an idea: it can be the headline for a news story, a sample statistic, a random fact about your industry—anything that can be summarized in one or two sentences. Then, you’ll spin it like an actor, with an “A” take, a “B” take, and a “C” take. Find three different ways to convey the same information: one in line with your brand’s voice, and two that are in line with a different voice. With practice, you’ll become a master at reshaping core content into a brand-appropriate tone.

    Following Up

    articleimage520followup

    Remember that while your brand’s voice should remain relatively consistent from post to post, it’s also going to change as your business grows. Over the course of months and years, you’ll need to update your brand voice to reflect changes to your company’s offerings, core values, leadership, and target audience. Consistency is important to build familiarity, but brand voices cannot remain stagnant when businesses evolve over time.

    Different mediums do require slight alterations to your formatting, but for the most part, your brand’s voice should remain consistent across all platforms. It will take time and practice to master writing in your brand’s style, but in time, you’ll have something recognizable, valuable, and endearing for your brand.

  3. How to Turn a PR Disaster Into an SEO Benefit

    Leave a Comment

    It doesn’t matter how hard you try to avoid one or mitigate the effects of a questionable incident. Eventually, your company will likely face some type of public relations disaster.

    It could be something monumental, like a major product defect that’s caused significant accidents and damages, or something almost innocent, like a misquote on social media. PR disasters are rarely predictable and often destructive, but the way you respond to a disaster can completely mold its eventual outcome. Depending on the severity of the event, there may be irreparable lasting damage to your brand, but if you treat it cautiously and view it as an opportunity, you can harness it for its potential benefits.

    PR disasters generate lots of negative attention, which isn’t ideal, but it’s still a lot of attention. If you can use that influx of attention to improve your company’s relevance, you could potentially neutralize the brand-damaging effects of the situation with a significant ranking boost.

    The Digital Social World

    articleimage519digitalworld

    First, I want to set the context for the modern world of public relations. There was a time when PR disasters were best addressed by limiting their range of influence. Withholding details, speaking ambiguously, and decreasing the number of publications covering the story were all important strategies that could limit the number of eyes and ears on the incident in question.

    Today, everything is immediately and easily available. Even if you take an article off the web within minutes of its publication, there’s a chance it could have already been shared and re-shared by a thousand online readers. There is a perpetual nature to everything posted online, and since almost everything is posted online, there is virtually nothing you can effectively silence. Companies that try to hide facts or delete posts are often called out on their secretive efforts, generating more negative attention and an even harsher blow to their brand’s reputation.

    Knowing this, it’s almost always better to openly acknowledge a company mistake. People are going to learn about it no matter what, so they might as well hear it from you. If you take the time to address the problem and have the courtesy to allow the inevitable negative comments to exist, you’ll be seen as more trustworthy and more human than if you simply try to cover up everything.

    That being said, there are a handful of strategies you can use to boost your SEO ranks while the PR disaster hits.

    Soak Up the Links and Brand Mentions

    It’s unfortunate, but more people want to read about disasters than positive announcements. It’s a natural, yet morbid, human curiosity. Think about that in terms of your press release potential during a PR disaster. If you publish a piece of content announcing or responding to some negative event, it’s incredibly likely you’ll be picked up by a variety of syndication channels. Once published on those channels, you’ll get ample attention (even if it’s negative attention), which will only lead to more web traffic and more links.

    The negative public reaction to the event will eventually fade, as long as you handle it properly, but the backlinks you generate from the newsworthy announcement are permanent. You may not like the fact that the information will remain on the web forever, but it’s probably going to be there no matter what, so you might as well enjoy the boost in domain authority you get from all the extra links.

    Linkless brand mentions will also be prevalent during the incident, especially in the form of user comments to press releases or references on external blogs. These brand mentions are also valuable for building your authority, and serve as a complement to traditional backlinks.

    Submitting a press release about the event also gives you an opportunity to proactively and publicly respond. Your readers will see that you acknowledge and care about the event, and depending on what you say, you could easily turn their opinions around. Simply admitting an error and apologizing for it is sometimes enough to make up for whatever happened. Plus, whenever someone searches for the incident, it’s better to see a title like “X Corporation Apologies for Grievous Error” rather than something like “X Corporation Has Yet to Respond to Grievous Error,” especially early on in the response cycle.

    You can make a handful of onsite posts about the event as well. Doing so will give you the opportunity to address the incident directly, and since you’ll be seen as the primary authority on the subject, you’ll naturally attract dozens (if not hundreds) of new backlinks to those onsite posts. It’s a free opportunity to create more, relevant, newsworthy content, and at the same time, you’ll have an easy link magnet that can boost your domain authority even more.

    Post on Social Media Like Crazy

    articleimage519Post on Social Media Like Crazy

    PR disasters are the perfect chance to show your true colors on social media. Some disasters have gotten worse when companies try to delete social media posts from other users, or respond in a robotic and formulaic way. On the other hand, some disasters have gotten better when companies acknowledge each responder personally, and do what they can to explain the situation and make it better.

    Depending on the severity of your disaster and the size of your company, you may benefit from having a dedicated employee monitoring your social media profiles on a near-constant basis, responding to every comment that comes up and posting updates as appropriate. The extra social media juice won’t just improve your reputation in the eyes of your current followers; it will also make you seem more authoritative and more conversational in the eyes of Google. It’s not entirely clear how social media activity is measured or incorporated into Google rankings, but more followers and more activity are definitely a plus.

    Encourage Responses

    articleimage519encourageresponse

    It may seem like a risky move, but if you encourage people to respond to your disaster, you’ll get a lot more attention on the web. In your onsite content, press releases, and social media posts, ask your readers to tell you how they feel about the incident, and ask what you can do to make it up to them. It will show that you care about your audience enough to value their opinions, and it might give you the chance to learn how to ameliorate the situation. Plus, depending on how they choose to respond, the additional responses will serve as additional content for your SEO campaign.

    PR disasters are something every company dreads, and by all means, you should avoid them whenever possible. But not everything is preventable or predictable, so when disaster does hit, it pays to be prepared with a secondary strategy that can make the most of a bad situation. Undoubtedly, you’ll lose a percentage of your customers as a result, but if you can spin the situation in your favor, you’ll increase the loyalty of the customers who remain, and you’ll make your brand more visible to an audience of potential new followers. If you use your PR disaster to improve your SEO standings, you’ll be poised to benefit from the incident once the initial blowback begins to die down.

  4. How One Company Committed Ranking Suicide for Positive PR

    Leave a Comment

    SEO is a strategy founded on logic; give your customers a great experience and comply with a handful of best practices, and you’ll rank higher in search engine results pages (SERPs). Rank higher, and you’ll be easier to find when people search for a term related to your business, giving you more web traffic, more brand visibility, more customers, and more revenue.

    But sometimes, logical strategies aren’t the only option. If a company deliberately disobeys best practices for ranking, you would expect it to tank, suffering fewer customers and search engine oblivion. That wasn’t the case for the owners of Botto Italian Pizza. Throughout 2014, they’ve been specifically asking their customers to give them negative reviews on local directory service Yelp, in a public attempt to become the world’s worst-reviewed restaurant. As a result, they’ve been counterintuitively enjoying a surge of new business and attention from all corners of the Internet.

    Yelp’s Role in SEO

    articleimage514Yelp’s Role in SEO

    Yelp reviews weren’t always a big deal for SEO, but in the modern context of local SEO, Yelp reviews mean everything. Thanks to Google’s recent Pigeon update, the number and quality of Yelp reviews written about a given local business are largely responsible for constituting that business’s authority and rank. The update came as a response to recent criticism from Yelp and other business review outlets that claimed Google didn’t give enough weight to online reviews for local businesses. Now, some Yelp business entries are ranking higher than the official pages of those businesses, and businesses are scrambling to get their customers to write more positive reviews.

    So why would a company actively encourage negative reviews? And why is it resulting in a higher volume of traffic?

    Botto’s Negative Campaign

    articleimage514Botto’s Negative Campaign

    Botto’s managers, David Cerretini and Michele Massimo, have been critics of Yelp for some time. They argue that Yelp has never existed in Italy, one of the most sought-after culinary destinations in the world, and that Yelp should have no bearing on the quality and success of any restaurant. Mocking the existence of the review aggregator, the two have even criticized restaurant patrons who form their opinions based on what they read on a digital screen.

    To prove their point that Yelp reviews shouldn’t—and don’t—have a lasting impact on restaurant success, the managers of Botto started a campaign to offer a 25 percent discount to any customer who leaves a negative review on Yelp. They’re also outspoken about their beliefs, encouraging all their customers to make their own opinions and not take online reviews too seriously.

    Despite intentionally going against the grain of best practices, the managers claim that business is better than ever. And with over 1300 live reviews (and growing), it’s clear that their criticism and promotion has attracted an inordinate amount of attention. Many of the reviews are clearly fake, especially the ones written from international “patrons,” but that doesn’t seem to matter. The reviews remain, Botto’s ranking sits firmly at one star, and new guests are pouring into the Italian pizzeria.

    Yelp’s Stance on the Matter

    articleimage514 Yelp’s Stance on the Matter

    So how does Yelp fit in to this? For starters, Yelp is a firm believer that star ratings on their site directly correlate with eventual revenue, citing a popular Harvard Business School study that suggests that restaurants can suffer from a 5-9 percent drop in revenue with each star lost in rating. They also believe that small businesses like Botto’s have far more to gain than chain restaurants, since local restaurant patrons are more open to new possibilities and are excited to look for hidden gems.

    Yelp clearly has a bias for their own service, and who can blame them? They believe in their platform the same way any entrepreneur believes in his company. Accordingly, Yelp tries to help out businesses with low ratings through their advertising platform—a purchasable program that gives businesses the chance to improve their reviews and generate more attention.

    This program isn’t always well-received, however. Botto managers Cerretini and Massimo revealed that after the negative reviews started pouring in, they were harassed by Yelp representatives who aggressively pressured them to pursue paid advertising on the platform. This only added to their frustration with Yelp, and motivated them to continue their pursuit. Of note, Yelp does maintain an internal “do not call” list, which business owners can elect to join at any time.

    Yelp does have an official rule that could land Botto in hot water, however. It is explicitly stated in Yelp’s policy that business owners are not allowed to offer any form of compensation in exchange for reviews. Botto’s 25 percent discount for negative reviews, while unconventional, is a technical violation of that policy. Accordingly, Yelp has sent multiple warnings to Botto about their practice in incentivizing reviews, but as you might expect, Botto has only come back with mocking responses.

    Yelp has also threatened to put a banner on Botto’s official Yelp page, warning all reviewers that the businesses offers incentives for reviews, but at this point, any potential reviewer or restaurant patron could easily determine the disingenuousness of the reviews. Not to mention, they’ve received so much publicity already that a simple warning banner couldn’t possibly override that wave of success.

    Botto as an Outlier

    Botto isn’t getting all this attention simply because it has a low rating, or because they are outspoken critics of Yelp. They are getting coverage because they are outliers, going against the grain by doing something they aren’t supposed to be doing. If several businesses start taking this approach, it will become a repetitive, mainstream option, and none of those businesses will be considered “outliers” any longer. Essentially, Botto’s freak success is a one-time result that cannot be replicated, but is interesting to consider.

    What’s the Point?

    So how can we learn from this instance as search marketers? For one, it’s important to realize that despite all the “best practices” out there, you can still generate just as much attention by doing something interesting and unusual instead of playing by the rules. Thinking outside the box can give you a bolder reputation, and increased traffic as a result.

    Likewise, it’s time to question all the significant ranking factors that Google has spoon fed us for decades. Sure, if you follow them precisely, you’ll probably rank higher and see the rewards of that higher rank. But are they truly the most important factors for your customers’ experience?

    Instead of blindly following the rules of engagement that Google has set forth for businesses, it’s better to think about your customers and what features and practices they value above all others. In Botto’s case, their customers cared more about good food and “sticking it to the man” than they did basing their opinions off one consolidated star rating. For your business, your customers might care more about having a great dashboard than having a great blog. Or they might care more about getting a personal phone call than seeing a regularly updated Facebook page.

    The bottom line is that best practices—while still enormously beneficial—aren’t the only way to generate more business. Coming up with an idiosyncratic strategy that pleases your customers could be the offbeat tactic you need to move past the superficial measurements of star ratings and search engine ranks.

  5. The Anatomy of a Perfect Social Media Posting Schedule

    Leave a Comment

    Social media marketing requires careful attention to detail, and a posting schedule that keeps your followers interested without annoying or alienating them. It’s a tough balance to strike, since each social platform and each demographic will have different preferences for the types of posts they see and how often they see them. However, if you can start your momentum with a solid social media posting schedule, you’ll be in ideal shape to grow your following and cultivate the loyalty of your existing fans.

    In this article, I’ll break down the elements of a perfect social media schedule for each of the three biggest social platforms: Facebook, Twitter, and LinkedIn.

    Facebook

    articleimage498 Facebook

    Facebook is the most popular social network around, due in part to its ease of use and widespread appeal. However, it’s mostly used by people who want to keep in contact with their friends and family—not necessarily people who want to read news or promotional materials. Keep that in mind as you arrange your posting schedule for Facebook.

    Frequency

    The frequency and timing of your Facebook posts should cater to a Facebook-centered crowd. Most active users on the platform check their news feeds multiple times a day, making it a relatively active network. However, most people only get occasional updates from their list of a few hundred friends—that may seem like a lot, but when you’re checking your news feed often, that only results in a handful of new posts every hour.

    Combine this with the fact that most users are checking in to see things their friends have shared or posted, not posts by companies they do business with. Ultimately, you want to post enough to be visible, but not so much that you’re annoying your users, so for Facebook, something in the 1-3 times a day range is suitable. For most small companies, once a day is plenty, preferably around lunchtime when the platform becomes super active.

    Post Types

    As for the types of content you post, Facebook gives you plenty of options. Visual content attracts more engagement, so include an image or video with everything you can—even if it’s just a basic status update. Facebook users react best to content that has value to them. This means posting free giveaways or significant discounts, or providing entertainment in the form of an amusing article or funny video. Keep things light and concise—Facebook users aren’t going to go crazy for a business-related infographic as much as they are a cute cat picture (as long as it’s appropriate for your brand).

    Original/Shared Ratio

    On Facebook, you should aim to strike a balance between original content and shared content. Schedule your posts in advance, but do leave some wiggle room for sharing posts and content that others come up with. For example, schedule two posts a day for six days out of the week, but leave the seventh day open for content you’ll scout for and share in real-time.

    Twitter

    articleimage498Twitter

    Twitter has a user base rivaling that of Facebook, but the character limits and lightning pace of the platform distinguish it. Twitter demographics tend to fall in the younger range, and your updates are more restricted by the platform’s requirements. Still, it’s a great platform for getting visibility because it what it lacks in individual post flexibility, it makes up for in post volume.

    Frequency

    Twitter’s major posting advantage is its rapid-fire news feed. Users check into Twitter much more frequently than Facebook, and their newsfeeds tend to update constantly due to enormous following lists and high-frequency updates. This means you can accommodate a greater frequency of posts without risking the alienation or annoyance of your followers.

    If you’re an average business Twitter user, you can get away with posting upwards of 10 times a day (at least through the work week—weekends tend to be slower). Space these posts out by at least a half an hour, and highlight some of the main times people check in—early in the morning, noon, and around 3:30 pm.

    Post Types

    Twitter does not have much flexibility with post types, but the same principles of Facebook apply here: people like visual content. Include an image or a video whenever you can, even though the character limit might prevent you from doing so. Since you’ll be making a higher number of posts, don’t worry about it if some of your tweets are purely text updates.

    Infographics and videos tend to circulate Twitter quickly, so be sure to include some in your schedule. You’ll also want to leverage Twitter for posting and syndicating your onsite content by posting the title of your articles along with a link.

    Original/Shared Ratio

    Twitter is a platform built for social sharing, so leave plenty of room in your schedule for retweets. Create lists on your social profile for industry authorities and interesting accounts, and scroll down your news feed for items to share whenever there’s a gap in your schedule. Sharing others’ content is a great way to capitalize on external trends and build mutual respect with other popular accounts.

    LinkedIn

    articleimage498Linkedin

    LinkedIn is a much more professional network, built exclusively to help business-minded individuals connect with each other for work opportunities. It’s a somewhat pickier crowd than Facebook or Twitter, but if used correctly with a proper posting schedule, it can be highly beneficial.

    Frequency

    LinkedIn is a slow-moving network, since only a small percentage of its users check in on a regular basis. If you’re updating your company’s page on LinkedIn, one update a day is plenty. Any more than that, and you’ll likely be wasting your effort or annoying your company’s followers.

    On the other hand, if you’re posting content in the promotional sections of LinkedIn Groups or posing questions to group members, feel free to post once a day on each of them. For example, if you run a company page and belong to three groups, you can post up to four times a day—once on your company page and once for each of your three groups.

    Post Types

    People on LinkedIn love information. You won’t find many funny viral videos on the platform. Instead, you’ll find highly relevant, targeted information written by experts in their field. Articles and whitepapers are excellent choices for posts on LinkedIn—though that visual rule still applies. Include images with your posts to get some extra attention, and use the group forum to launch meaningful discussions amongst its members.

    Original/Shared Ratio

    LinkedIn is a place for authority and professionalism (for the most part). Sharing information is possible (and encouraged, if you want to start a discussion about a specific article). But for the most part, original content is your best bet. Post your new articles and ideas to increase your presence as an authority, and avoid the temptation of relying on shared content on the platform.

    The rules and considerations above aren’t outlined in stone. Every brand has a unique voice, and a unique target demographic they’ll need to consider before getting too deep into a social strategy. As you become more experienced in social media marketing, experiment by varying your routine with A/B tests to measure your reader engagement and determine which tactics are most effective for your unique situation.

    The perfect social media posting schedule is one that incorporates fundamental best practices with changes that specifically accommodate the preferences of your users. At the end of the day, your goal here is to make your users happy and give them the material they want to see.

  6. Learn by Example: 5 Social Media Triumphs and 5 Disasters From Major Brands

    Leave a Comment

    Many companies have adopted a social media strategy, plunging headfirst into an interactive marketing presence but without much strategy or forethought. These companies often find themselves struggling to find a meaningful way to engage with their customers, or suffering from backlash from a misunderstood following.

    Fortunately, these mistakes are preventable. Most social media strategies are best developed organically over time, by analyzing your impact and adjusting your tactics accordingly, but it’s also valuable to look at the past social media campaigns of major brands. In some cases, you can learn from their mistakes, and in others, you can model your campaigns after their successful examples.

    Take a look at these five social media triumphs:

    1. Oreo Takes Advantage of a Super Bowl Blackout.

    articleimage497 Oreo Takes Advantage of a Super Bowl Blackout

    Super Bowl XLVII back in 2013 suffered an unfortunate blackout mid-game. But to the savvy social media marketer, this was a major opportunity. The folks over at Oreo saw their chance, and took it by posting an image of an Oreo on a dark background with the tagline “You can still dunk in the dark” and the accompanying phrase “Power out? No problem.” The post was enormously popular, due in large part to the fact that so many Super Bowl viewers had turned to social media during the lull in the game. Opportunism is a powerful weapon.

    2. Esurance Makes a $1.5 Million Investment.

    articleimage497articleimage497Esurance

    It took a lot of cash up front, but it paid off big time. Also during a Super Bowl (in this case, Super Bowl XLVIII in 2014), Esurance announced that it was giving away $1.5 million to one lucky social media user who tweeted using a designated hashtag (#EsuranceSave30). The campaign triggered 200,000 tweets within one minute, and over 5.4 million tweets over the course of the campaign. If you do the math, that means Esuarance paid about $0.28 per tweet, which isn’t bad, especially considering all the off-site attention they generated in addition to their Twitter-based brand exposure.

    3. Samsung’s Stealth Product Placement.

    articleimage497Samsung’s Stealth Product Placement

    During the 2014 Oscars ceremony, Ellen DeGeneres made history by taking a ridiculous selfie with a number of other attending celebrities. Within an hour, the image had 400,000 retweets, and eventually it became the most retweeted image of all time. It was later revealed that the photo was taken quite clearly by a Samsung Galaxy Note 3, making it a stealthy—and brilliant—social move for the major electronics company. Hundreds of thousands of followers didn’t even know they were being marketed to.

    4. Human Rights Campaign’s Marriage Equality Image.

    Back in 2013, the Human Rights Campaign showed support for equal marriage rights by changing its logo to a red and pink equal sign. After a bit of encouragement, several users also changed their profile images to match that red equal sign, and it wasn’t long before the campaign went viral. Eventually, the image was shared more than 70,000 times, with over 9 million impressions. The campaign was successful because it was simple, engaging, and tied to an emotional idea.

    5. Airbnb Makes a Short Film.

    The home-sharing company Airbnb let its users do the campaigning when it started offering users $100 in credit if one of their submissions made the cut in their latest social media effort. Anyone on Twitter could submit a Vine video for consideration, and Airbnb provided a shot list that would culminate in their eventual one-and-a-half minute short video. Comprised entirely of user-submitted six-second short shots, the 90 second video has become radically popular, and the 750 users who submitted content get to see themselves as part of the creative process.

    And, by contrast, read up on these five social media disasters:

    1. Susan Boyle’s Unfortunate Hashtag.

    Back in 2012, singer Susan Boyle was getting ready to release a new album, so it seemed like a good idea to create a hashtag to celebrate and promote the event. Unfortunately, Boyle’s PR team did chose #SusanAlbumParty without considering the fact that hashtags are usually written without capitalization, and #susanalbumparty is open to a much less appropriate interpretation. The hashtag did its job of generating attention, but not the kind it was intended for. Instead, the campaign was the subject of widespread public mockery and ridicule, teaching a solid lesson about the importance of checking for all possible interpretations before posting something.

    2. The Downfall of Amy’s Baking Company.

    As a small operation in Scottsdale, Arizona, Amy’s Baking Company didn’t get much attention until it was the subject of an episode of Kitchen Nightmares. It marked the first time Gordon Ramsay walked off the show in disgust. The public backlash was extremely negative, resulting in several dozen angry comments on the company’s Facebook page. But the owners made everything worse by escalating the negativity with their own angry, hateful rant about the commenters. This only magnified the situation, making them the target of criticism and hate from all corners of the web. The lesson here is that responding to negative comments with more negativity just makes everything worse.

    3. Home Depot’s Questionably Racist Tweet.

    When you run a social media campaign for a major brand like the Home Depot, everything you post is going to be heavily scrutinized. Whoever was running their campaign back in November of 2013 failed to realize this significant principle. Someone posted an image with ambiguously racist undertones, and that’s all it took to send the social media world into a frenzy of accusations. Home Depot did a great job of taking the photo down immediately and apologizing for the error, but if proper review processes were in place, the image never would have been posted in the first place.

    4. #myNYPDLeads to Hashtag Hijacking.

    When it first introduced the #myNYPD hashtag in April of 2014, the New York Police Department thought it would be a great way to support positive experiences with police officers throughout the city. Campaign managers intended for users to take pictures of positive interactions with NYPD officers and use the hashtag while posting them. Instead, sarcastic and angry users hijacked the hashtag, posting images of police brutality and misconduct. This is an unfortunate incident, since the principle behind the campaign was solid, but giving that much power to your user base—especially with such negative controversies in recent memory—is an invitation for negative backlash.

    5. Angry Staffers Take Control of His Master’s Voice.

    Music chain HMV suffered from a different kind of social media disaster in 2013 when a mass firing of employees was live tweeted from the corporate account—by one of the offended, fired employees. The poster even announced that HMV was trying desperately to remove the damaging tweets with “Just overheard our Marketing Director (he’s staying, folks!) ask ‘How do I shut down Twitter?’” It’s probably a good idea to avoid unjustified mass firings, but it’s even more important to have security measures in place so rogue employees don’t hijack and compromise your account.

    There are a handful of fundamentals that “good” social media campaigns share, but beyond those, the best way to learn is through practice and analysis. Avoid the common mistakes of brands before you, learn the elements that make successful campaigns such a hit, and experiment with your audience until you find a rhythm and an angle that works for them.

  7. 8 Brainstorming Tactics for New Content Marketing Ideas

    Leave a Comment

    One of the hardest parts of any content marketing program is coming up with enough new ideas to keep your content engine running. The sheer volume of posts is intimidating enough for some writers, and if you want to see great results, you have to consistently come up with new, exciting ideas. They must be original, to avoid getting lost in a sea of reiterated content, they must be valuable, or else nobody will want to read them, and they must be relevant, which limits your range of topics depending on your industry and the interests of your audience.

    That’s a tall order even for experienced content marketers. Generating great new ideas on a consistent basis is intimidating, but with these brainstorming tactics, you can overcome the hurdles and uncover countless new opportunities for content creation:

    1. Read the News.

    articleimage508readthenews

    Find out what’s happening, on a national and international level as well as within your industry. Simply reading the news might inspire an idea for a new post, or put you in a journalistic mindset. For a specific idea, it’s entirely possible to leverage the power of news posts that already exist. You can “newsjack” a post, writing about a news story and framing it around your company’s perspective on the matter, or you can write a reactionary piece, acknowledging the event but shifting the perspective to the changes you’re making as a result of the announcement. Many content marketers make an effort to read the news on a daily basis as a vehicle for possible content topics—try it out for your brand.

    2. Monitor LinkedIn Discussions.

    articleimage508Monitor LinkedIn Discussions

    Facebook and Twitter have larger user bases and more public conversations, but the discussions you find within LinkedIn Groups are better sources of content inspiration. LinkedIn Groups are small, niche networks that connect similar professionals together to start conversations and exchange ideas. Sign up to be involved with as many Groups that are relevant to you as possible. Check them daily for new discussion threads, new ideas, and random items that individuals within the Group post to one another. LinkedIn Groups are usually ripe with discussion, since many use them as platforms for giving and receiving advice, so you should be able to find at least a handful of potential topics for your content marketing strategy. Consider what people want and need from each other, and stay away from topics that are reposted heavily to avoid seeming unoriginal.

    3. See What Your Competitors Are Up To.

    articleimage508See What Your Competitors Are Up To

    Another way to brainstorm is to see what your competitors are doing. Your competition is one of the best sources of information you have—you’ll be able to see everything they’ve posted to their followers and readers, and how that audience has reacted. Granted, your target audience is probably slightly different from theirs, but you can get a general feel for how readers react to certain topics and certain angles. Look at the content that seems to be the most popular, and think about how you could do it in a way that’s different. Can you take a different angle on the piece? Do you have a different set of data you can present? The key here is to replicate the conditions that made their pieces successful, with enough originality to differentiate your approach.

    4. Revisit Older Pieces.

    You can also look to your own content marketing efforts as a source of inspiration. Chances are, you didn’t start content marketing today. Look back to all the pieces you’ve posted over your tenure, and find one that can be revisited. Look for material that was good enough to warrant a follow-up; one option is to find a piece of content that could be applied to a new realm. For example, if you wrote a “Guide to Marketing on Facebook,” you could follow up with a “Guide to Marketing on Twitter.” You could also visit predictions you made in the past; let’s say in 2012, you wrote a piece claiming that the industry was about to explode. In 2014, you could examine your prediction and the factors that led it to be accurate or inaccurate.

    5. Attend New Webinars and Speaking Events.

    There are countless free webinars available for attendance at any given time, both in and out of your industry. Sign up for one and learn something new, then work those new insights into a blog post. For example, you could attend a webinar going over a new technology rolling out that’s relevant to your industry, then write up a blog post about how you think that technology is going to affect your business. You can also attend in-person conferences and speaking events; these are even more valuable, since you’ll have the chance to interact with other people in your industry and exchange ideas.

    6. Leverage the Power of Teamwork.

    Coming up with ideas on your own can be daunting, but if you combine the brain power of your team, the task should be much easier. Ask your teammates for their input on what would make a good blog topic. This is especially useful if each of you works in a different department, or if you each see different sides of the business on a daily basis. This method is a way to refresh your perspective on the company you work for, and give you new material to experiment with. You can also get a feel for what content your coworkers would like to see, and what they think of your current content strategy—every opinion counts!

    7. Try a New Medium.

    If you feel like you’re up against the wall and you can’t come up with a straightforward blog post for your content campaign, consider experimenting with a medium you haven’t yet tried. For example, if you usually follow the normal rhythm of a weekly blog post with an accompanying image, why not try filming a short video and posting that instead? Or, you could skip a week and instead invest the effort into producing a short whitepaper. Producing content in a new format could be a jumpstart for your creative juices.

    8. Get Ideas From Your Social Followers.

    The last brainstorming idea I’ll leave you with is one of the easiest and most useful. All you have to do is ask your readers and followers directly what they’d like to see in your content marketing campaign. It’s blunt and direct, but it’s going to get you a real answer from your real followers. Who knows what your audience wants to read better than your actual audience? Conduct a poll, or reach out to some of your most vocal followers individually. They’ll be more than happy to give you ideas on what they’d like to see.

    Every content marketer has individual preferences and a unique rhythm for initiating content, so not all of these strategies may work for you. Hopefully, you’ll find at least a few of them beneficial, and you’ll have an easier time coming up with content ideas.

    Of course, if you’re still struggling with creating content that matters to your audience, why not reach out to us here at AudienceBloom? We’re here to give a voice to your brand and deliver a content strategy that works.

  8. How Google Determines Search Results [Infographic]

    Leave a Comment

    Google’s algorithm is more sophisticated than ever, and its secrets have been the focus of thousands of hours of research and testing. After all, if you understand how Google determines the rankings of its search results, you can influence the way your own content ranks, gaining a significant advantage over your competitors.

    Two recent correlation studies have garnered particular interest and respect; one is from Moz, and the other is from SearchMetrics. We combined the data from both correlation studies to draw new insights, analysis, and recommendations for marketers, business owners, and webmasters looking to gain an advantage on the competition. Below is the infographic we created to illustrate our findings.

    GoogleBot-Infographic-ver-10

    Embed in Your Article


    This code links back to audiencebloom.com

  9. How to Find and Remove Bad Links Pointing to Your Site

    Leave a Comment

    Link building is an essential part of any SEO campaign. Onsite strategy revolves around producing relevant, engaging content on a regular basis while ensuring your site is structured appropriately, while offsite strategy focuses on building your site’s authority through external links and brand mentions. But not all links are good links, and just a handful of bad links could compromise the integrity of your strategy and cause you to lose rank as a result.

    After the Penguin update of 2012, link building became a much more sophisticated process. Today, it’s no longer enough to post links wherever you get the chance to—you have to make sure your links are natural, relevant, and beneficial to the parties who see them. Anything deemed irrelevant or spammy is decidedly marked as a ”bad link”, and will damage your SEO efforts for as long as it continues pointing to your site.

    Fortunately, tracking down and removing bad links is easier than you might think. In this article, I’ll walk you through each step of the process.

    What constitutes a “bad link”

    articleimage496badlink

    Bad links come in many forms. As a general rule, anything that was posted with the sole intention of increasing page rank is determined to be a bad link. This includes links posted on irrelevant sites, links that were paid for, high numbers of links in a given area, and links anchored with keyword-stuffed text. Here are some of the most common culprits:

    • Low-quality article directories
    • Link farms and other sites that try to host links for thousands of sites
    • Paid sources of link building
    • High-frequency post exchangers (two sites that bounce links off each other constantly)
    • Link wheels and other link building gimmicks
    • Spam links in forums or conversations, or links intended solely to generate traffic
    • Links in non-industry related directories
    • Links in irrelevant or fluffy content, such as non-newsworthy press releases

    Your first step is to avoid building these types of links in the first place. Instead, focus on posting links only in relevant conversations on sites related to your industry or geographical location. Don’t focus on making your links “appear” natural—focus on building natural links.

    Once you’ve integrated that into your strategy, there’s still a chance of bad links seeping through. You aren’t the only one building links on the Internet, so it pays to scout for third party sources that might be interfering with your search marketing campaign.

    How to view links pointing to your site

    articleimage496How to view links pointing to your site

    If you haven’t already, set up a Google Webmaster Tools account and add your website to it. You’ll probably need to go through at least one verification step before you can access the account. Once you’re logged in, go to Search Traffic > Links to Your Site, and you should see a great listing of links pointing to your site. Alternatively, you can generate a more comprehensive report using Moz’s free tool Open Site Explorer, dubbed the “search engine for links.”

    Simply type your URL into the search bar and you’ll be able to see the type of links you have as well as the anchor text, link URL, site source, and various other pieces of data. Here, you should be able to determine which links are “good” and which links are “bad.”

    When to take action

    articleimage496When to take action

    Of course, there are always gray areas, and not every questionable link demands an immediate action. The best long-term practice to adopt is careful monitoring of your ranks and domain authority. If you notice a significant drop with no explanation, a rogue bad backlink could be the culprit. When you notice a drop, browse through the links pointing to you and weed out any that don’t appear natural or don’t seem like a part of your regular strategy.

    Alternatively, if you don’t notice any significant drops, it’s still a good idea to peruse your link structure occasionally. In these cases, only pull the links that appear to be big red flags—the obviously terrible links, which will probably harm you sooner or later.

    How to take action

    Now that you’ve identified a link or two that needs to be removed, it’s time to take action against it. There are a series of escalating steps you can take in order to remove these links, and you may never need to use all of them.

    Step One: Try and remove it yourself

    The easiest way to remove a bad backlink is to remove it yourself. If your link exists in the form of a comment on a forum, you can flag it as spam. Or, if your account is the one that posted it, you can manually take it down.

    Unfortunately, this isn’t always an option. If you can’t remove the link yourself, move on to step two.

    Step Two: Contact the website administrator

    The next step is also simple: ask the person in charge to take it down. It really is that simple. If the link was built as a mistake, or if it was built by someone unauthorized to post it, most webmasters will be more than happy to assist you in taking it down.

    For this step, locate the source of the link—this should be easy if you’re using the Open Site Explorer Tool. Usually, the webmaster’s contact information is posted somewhere on the site, but if you can’t find it, check Whois.

    In your contact, remain polite and repeat your approach for each site you reach out to. This will give you a better chance of getting results, and will save you the time of writing a new letter each time. Follow up if you don’t hear anything after a day or two.

    If you can’t find the webmaster’s contact information, or if the webmaster has some reason for refusing to take your link down, you can escalate the process to the final step.

    Step Three: Use Google’s Disavowal Tool

    If there’s no other way to remove the bad links, you can ask Google to exclude them from consideration when calculating your ranks. The Disavowal Tool, found in Google Webmaster Tools, allows you to make that request. It allows you to create a singular file that contains all the URLs you wish to “disavow” from consideration, indicating which sites refused to take the links down and which sites were impossible to contact.

    Remember, the disavowal tool is not a removal tool—it is a request tool. Google reserves the right to deny your requests and keep the links in consideration if it feels you are relying too heavily on it. As such, you should use the disavowal tool only as a last resort. Do everything you can to remove your links manually before it escalates to this level.

    Once the bad links are removed, it may take some time before your rankings return to normal. This is an expected part of the process, so be patient after removing the links in question. The authority from good links and the damage from bad ones both seem to linger for a few weeks after the links are removed.

    Invest time in your link building campaign, and don’t forget that removing bad links is just as important as building good ones. Take at least one or two days a month to review the number and type of links pointing to your site, and make adjustments accordingly. Over time, you’ll sculpt a near-perfect link profile, and you’ll keep your website positioned as a positive authority in Google’s eyes.

  10. 6 Metrics That Define Your Site’s Average User – and How to Learn From Them

    Leave a Comment

    Understanding your audience is the key to creating a great user experience and building the reputation of your brand. A few decades ago, the only way to get more information about your customers was to conduct lengthy market research studies, involving in-depth surveys and qualitative analysis. While market research is still around, there is even deeper, more quantitative data available immediately to every website owner in the world. By using this data to better understand your site’s average user, you can perfect your user experience and improve your customer retention.

    Today, I’ll take a look at six key metrics that illustrate a picture of your site’s average visitor:

    1. Acquisition Data

    articleimage495Acquisition Data

    Acquisition data is your key to discovering how people are finding your site. You can find this information in Google Analytics under the “Acquisition” tab—to start, check out the “Overview” section. Here, you can see a nifty pie chart that will segment your audience into the four main channels responsible for drawing traffic to your site: direct traffic, which constitutes visitors visiting your site from a typed-in URL or bookmark, organic traffic, which constitutes visitors who found your site through search, referral traffic, which constitutes visitors who found your site through external links and advertisements, and social traffic, which constitutes visitors who came to you through social media.

    What to learn: Here, you’ll be able to get a relative gauge on how effective your different inbound campaigns have been. For example, if you notice your social campaign is generating 80 percent of your visitors, you can rest assured your social campaign is doing well, but your organic search campaign could use an extra boost. You can also learn the primary motivation of your average visitor: for example, you know that most direct visitors are already familiar with your brand, while organic visitors are looking for information on your site.

    2. Bounce Rate

    articleimage495bouncerate

    The bounce rate is a crucial measurement that lets you know how often someone leaves your site after viewing a specific page. For example, if you’re looking at your home page and it has a 60 percent bounce rate, that means 60 percent of your homepage visitors leave your site after viewing the page, while 40 percent delve deeper to learn more. You can view your bounce rate in several sections of Google Analytics, since it’s going to be different for each page and for each section of traffic.

    What to learn: Obviously, you want all your bounce rates to be as low as possible, but comparing different bounce rates on your site can give you a good idea of which pages are the most effective, and which need some work. Check out your bounce rates under Behavior > Site Content > All Pages to see which of your pages specifically have the lowest bounce rate, and check them out under Acquisition > Channels to see how each segment of your inbound traffic bounces or stays.

    3. Behavior Flow

    Behavior flow is a new feature in Google Analytics that, truthfully, looks like a bit of a mess on first view. Don’t be intimidated, however. Behavior flow is an incredibly useful tool that can give you an accurate portrait of your average customer’s journey as he/she traverses your website from initial entry to eventual exit. The flow chart begins with a landing page, which is the first page your users come into contact with, and shows the most common next steps in each user’s interaction. At each step, you’ll be able to view information such as total number of sessions, and drop-off rates.

    What to learn: Here is the perfect place to understand the navigability of your site. Most sites start with a captivating landing page and engaging internal content pages which all eventually lead to a conversion page, such as a contact or request-a-quote form. By looking at your behavior flow chart, you can determine what portions of that traffic direction are effective, and which ones need further work.

    4. Demographics

    articleimage495demographics

    Your demographic information is perhaps the easiest to understand in this list, but it’s still important to get in the head of your user. Check out the Audience > Demographics > Overview section of your Google Analytics page, which will show you a report detailing the ages and genders of your average users. In this section, you can also learn the geographic location of your visitors, which can also help you get a solid image of your average site user.

    What to learn: There are two ways this can go. First, if you do not have a clear understanding of who your target demographic is, you can use this information to form that knowledge. From there, you can adjust the design and writing of your site to appeal to its most popular demographics. Second, if you do have a firm idea of your target demographics, you can use this information to adjust your strategy so you maximize the percentage of site visitors who actually belong to that demographic.

    5. Engagement

    Your engagement metrics will vary depending on the structure of your site, but they should at least include conversions and social signals. To track conversions, you’ll have to set up a goal in Google Analytics, which will track user information that leads to an eventual “goal completion” (e.g. filling out a contact form, clicking a specific button, etc.). On a regular basis, you can measure those engagements and get an idea of who is converting and why. Similarly, if you include social sharing options on many pages throughout your site (especially on individual blog posts), you’ll be able to gain key insights about what types of users are interested in your content, which content they’re interested, and how they’re interested in sharing it.

    What to learn: With this behavioral information, you’ll be able to customize your site and your content to cater to the engagement preferences of your user base. These adjustments will lead to higher engagement rates and higher conversions.

    6. Access Points

    Learning how your customers access your website is also important, especially with the rise of mobile traffic popularity. Go to Audience > Technology, and you’ll be able to see the browser preferences of your average site visitors. Check out the Mobile tab, and you’ll be able to see what percentage of your visitors are accessing your site via mobile.

    What to learn: It’s always important to optimize your site for mobile, no matter what. But if you find that the majority of your site visitors are accessing your page using a mobile device, it’s critically important to make sure they have an ideal experience. Learning the browser information of your users is also important; for example, if you find that the majority of your users use Internet Explorer, you should ensure browser compatibility and optimize your site for Bing.

    Once you have a solid understanding of your site’s average user, you can analyze the factors that significantly affect their experience. When you make adjustments to your site layout or your inbound strategy, you’ll be able to measure your new data and compare it, apples-to-apples, against your previous information. Gradually, you’ll refine a near-perfect platform for your target audience and grow your brand’s reputation.

Success! We've just sent an email containing a download link for your selected resource. Please check your spam folder if you don't receive it within 5 minutes. Enjoy!

Love,

-The AudienceBloom Team