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How to Plan a PPC Campaign

Whether you decide to embark on a pay-per-click (PPC) advertising campaign to add an extra string to your digital marketing bow, or because you want to use it as an alternative keyword research tool in today’s world of keyword (not provided), the ability to plan and manage your campaign holds the key to whether you achieve your objectives.

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How to Tell People you’ve linked to them

If you’re crediting other websites with links out from your own, the onus is on you to tell them you’ve done it, otherwise your generosity may never be discovered!

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How to Create Content to Win Links

When it comes to backlinking to your website, it might be going too far to say that link “building” is dead, but link “earning” and link “winning” are definitely the practices that are in vogue right now.  They’re not about to go anywhere, either.

Modern digital marketing is all about creating reasons why people would want to link out to you, whether this is 100% naturally or because you have a big enough social media following or email marketing subscriber list to reach out to and encourage to visit your posts and link to you.

Don’t worry, this isn’t yet another “content is king” type post; instead, we’re looking at what you should be doing to give your content the royal touch, as it were.

Follow the ideas in this guide, and you’ll be well on your way to the authoritative content your readers crave.

Get Down to Facts

Make no mistake, editorial content is brilliant.  Sometimes, there is nothing better than having the opportunity to sit down and just pour out your feelings into a blog post, even if you aren’t armed with the latest industry data and statistics at that very moment.

However, editorial style content is trumped by content that is filled with attention grabbing stats and points.  If you have the data to hand, you can present the facts and put your own editorial slant on it, giving you the best of both worlds and doubling your on-page “linkability,” too.

You don’t like writing fact-filled posts?

That doesn’t have to be the death of your content strategy.  Instead, use this as your opportunity to create a fact filled infographic for communicating with your audience.

Know Who Your Readers Are & Build Relationships

A big part of growing an online readership centres on giving your audience exactly what they want.  The great thing about writing and publishing online is that audience behaviour can actually be relatively predictable.  If someone loves something, they are likely to share it on social media, but they will also come back to your site repeatedly.

This isn’t a message telling you to write the same thing every time you post, but you should stick to the subject areas and topics that keep bringing your audience back the majority of the time.  Ensure you don’t forget, however, to create content that will reach out to new readers, too.

Building relationships is critical when it comes to links.  To kick this off, you might need to look at your external link profile and create a contact database of websites that have already linked to you, and reach out to them thanking them for the link and pointing them to other content they may be interested in.

On the flip side of this, be sure to respond to anyone that gets in touch saying they’ve cited your website in one of their own articles; thank them for the link and ask if they’d be happy to be contacted in the future when you post more content you think they’ll be interested in.  You’ll quickly start to build a steady flow of links pointing to content soon after it is posted, making your site appear fresh, relevant, and exciting in the eyes of users and Google.

Be Great

This might seem obvious, but you’d be amazed how many people create content that is “passable” rather than going all out to create content that is incredible.  If you only create content that is passable, then you’ll only get links that are passable, too.

Create great content, and you’ll get great links.  Use your competitors as a benchmark, but have your own vision of excellence, too.

Written by
Posted · Jun 03, 2014
Categories · Search Engine Optimisation. Link Building & External Link Strategies. Content Marketing.
Related Articles · How to Tell People you’ve linked to them. How to Optimise Images for Improved Search Performance. How to Create an SEO Blog. How to Build a Content Team. Why is Evergreen Content Important?. What is Evergreen Content?. How to Find Links Pointing at Your Site. Why do Some Low Quality Sites Still Achieve High Search Rankings?. What is Google's Scraper Report Tool?. How to Keep Your Content White Hat. How to Avoid Being a Content Spammer. What is Content Spam?.

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