“Millais Boyhood of Raleigh” by John Everett Millais – Transferred from en.wikipedia; transfer was stated to be made by User:Mattis. Original uploader was Rednblu. Licensed under Public domain via Wikimedia Commons
August 5, 2014
In a world where 80% of customers search on Google before purchasing a product or service, lack of online visibility translates into extinction. However, many marketing managers have not spent much time developing the right skills to succeed in ‘earning’ links to websites, which – still – are the core of Google’s ranking algorithm.
Over the last couple months of months I’ve interviewed many of the leading Internet marketing experts in a series of Q&As with SearchDecoder. One of my recent guest, Brian Dean, gave great advice on the type of skills marketers need to develop to succeed on Google.
Link building without great content is like bringing a knife to a gun fight. You will earn links based on the merit of your content, how it’s presented to the user, and your ability to get it in front of the right people. Today’s marketers must master the art of persuasion, user experience and content promotion to get more traffic, leads and customers. Says Brian Dean (@Backlino), the founder of Backlinko.
Brian Dean, an internationally-recognized entrepreneur and SEO expert, specializes in providing marketing professionals and entrepreneurs practical strategies they can use to get more search engine traffic. Since February of 2010 Brian has built a growing internet marketing company, Backlinko.com. He currently lives in Berlin, Germany.
What skills are involved in effective SEO?
Empathy: When you put yourself in someone else’s shoes you’re forced to answer the question:
Why should someone link to me?
Do they like sharing controversial content? Or do they prefer how-to guides? Are they generous linkers or do they need some warming up before your pitch?
Empathy also helps you send killer outreach emails. When you understand the other person, you write in a voice that resonates with them.
Better outreach emails = more links.
Sales:
Empathy is great, but the best link builders are closers. Like any good salesperson, you need push buttons that get people to ACT. Otherwise, youíre not going to convince them to take time out of their busy schedule to log into WordPress and add your link.
Content Marketing and Writing:
Link building without great content is like bringing a knife to a gun fight. The person you’re reaching out to will ultimately link to you based on the merit of the content on your site (also, outstanding content has a better chance of generating natural links).
Web Design and UX:
Like anything in business, your content’s presentation is massively important. Amazing copy and value hidden behind an ugly, Geocities-style site design can put a roadblock between you and some quality links.
Hope you already score highly across the areas Brian suggested.
Credit: Laurie Williams (http://www.publicdomainpictures.net/view-image.php?image=3547)
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