Shareable Content for Better Content Marketing

Shareable Content for Better Content Marketing

Searching for a product or service has changed, and the main driving factors that help a site rank on the first page of a search are social proof signals. Specifically, inbound links and the visitor’s engagement with your content.

Inbound Links – For many years, links to a website were the single most significant factor in determining its search engine rankings, because links existed to provide a pathway to a site that was deemed to have valuable content.

Unfortunately, publishers started “gaming” the search engines and focused more on buying links on sites without consideration for the quality of those site as it relates to their products and services.

Search engines, and Google, in particular, have taken many steps to force website owners and publishers to view link building more holistically, as an “earned” engagement rather than a purchased endorsement. This shift, both necessary and welcomed, reestablishes the need for quality content development to be integrated into the overall PR and marketing strategy for the business.

Visitor Engagement with your Content – Highly shareable content and the promotion of that content via various channels for increased business visibility is content marketing.

Content acts to build your brand visibility online, and you may publish your content on your site, another website, or in social media.

The most valuable content is usually highly relevant to what you do, solves problems for others, or pulls on emotions without being commercial in the way of making a sale.

Search engines are brilliant and can determine if the content is authentic or was created in an attempt to get to the first page. Therefore, your first priority is to enhance the reputation of your business by publishing relevant content that speaks directly to your ideal customer.

 

~ Helpful Information of the Week~

It is important to point your old .mobi or m-dot domain to your updated responsive website:

  1. Create your responsive site
  2. Configure 301 redirects of the old mobile URLs to point to the corresponding page on the new responsive sites. Every page on the mobile site will need a 301 redirect to the new responsive page.
  3. Remove any mobile-URL specific configuration your site might have, such as conditional redirects or a vary HTTP header.
  4. As a good practice, setup rel=canonical on the responsive URLs pointing to themselves (self-referential canonicals).

We are here to help your brand online, please contact us if you have any questions about redirecting your mobile site or any of our other services for members of The Florida Bar or any local business in Florida.

Equifax Data Breach: What Actually Happened?

Equifax Data Breach: What Actually Happened?

By now, you’ve probably heard about the data breach at Equifax, which exposed a lot of personal information of its 143 million customers in the USA, as well as in other countries such as the UK and Canada.

I’ve been in the business of Internet marketing and am very much aware of this fast-growing cyber problem and its huge negative impact on people’s enterprises and lives. I believe it’s high time you and I take a closer look at it and find out the ways how you can defend yourself with a series of blog posts about the subject. I’ll begin with Equifax’s story.

When Did It Start?

Equifax, one of the three credit bureaus in the United States and which also offers a credit monitoring service, formally announced the security breach on September 7, 2017. However, the actual hacking happened way earlier than that. In fact, it occurred over a two-month period between the middle of May to July 29, 2017.

That’s the bigger hack. A few days after the announcement, Bloomberg released a report, saying an Equifax intrusion happened as early as March the same year (though the company said both are not related).

Who Are Exposed?

With more than a billion compromised accounts, Yahoo still holds the record with the most number of exposed accounts in history. Equifax, on the other hand, exposed 143 million customers in the US alone.

But Equifax hackers gained access to some of the most important and critical types of information. Besides personal names, they also obtained Social Security numbers, addresses, and driver’s license numbers. More than 209,000 members had their credit card numbers stolen while hackers also gained access to dispute document data of over 180,000 people.

So How Did It Happen?

CNN pointed out to a major flaw of an open-source program called Apache Struts. The way it’s designed, it makes developers easy to customize web applications using it, which makes it very attractive for businesses that want to provide a more enriched user experience. Equifax, for one, used it to create its dispute portal for those who have questions or complaints about their credit report information.

One of the biggest downsides of being open source is its susceptibility to vulnerabilities, and these security issues have been detected multiple times. Meanwhile, Bloomberg published an article (which is the most telling of all we’ve read so far about the attack but should be read with caution) that outlined how hackers learned of the software’s vulnerability.

What Did the Company Do?

Equifax learned of the security flaw as early as March after US-CERT of the Department of Homeland Security discovered it. The security team of the company claimed they made efforts to not only identify but, most importantly, patch it – that is, fix or correct the bug. Obviously, it wasn’t enough because a few months later, they learned about the intrusions.

Equifax is rectifying the problem and working closely with Mandiant, a security consulting company, to help investigate this attack.

If you wish to know if your information is one of those exposed, you can go to http://www.equifaxsecurity2017.com/.

Hang on to my future posts to learn the steps you can take to minimize your business risks.

Google Fred Update

Google Fred Update

Who the heck is this Fred guy, anyway?

We’ve had Hummingbird, Pigeon, Panda, Penguin, and even Pirate, but who the heck is Fred?

The recent Google Fred update is likely to throw yet another necessary warning shot across the bow for sites that are content-light and advertising-heavy. It also creates yet another worry for hard-working webmasters who just want to help their clients get high up the search rankings and stay there.

However, the Google Fred update shouldn’t worry you; Google just wants what everybody – and particularly your clients – want. Interesting, valuable and relevant content that will keep them coming back to your site again and again whether they’re ready to contact you to use your services at that time or not.

If you’re still reeling from Google Mobilegeddon two years ago, when they clamped down hard on sites that weren’t user-friendly on mobile devices, it’s high time you did some Spring cleaning.

That’s where we come in. We’re the poets of SEO, and we’re here to help you make friends with Fred. Or imaginary friends with Fred, since there’s still no official confirmation that any update has taken place at all – even though it’s clear that something has happened, and it’s hitting low-value content and advertising-heavy sites hard.

Of course, Google doesn’t want you to stop advertising who you are and what you do on your website. That would be crazy. You’re a business and you’ve got stuff and services to sell to your customers. Gary Illyes of Google even tweeted a site that was heavy on sponsored links but full of great content to underline this.

Here’s what we think. Your site needs to

  • Look great
  • Be easy to navigate
  • Have a good ratio of content to advertising material
  • Include relevant and specific content
  • Create a following

We can do all these things for you. We’ve already told you that we’re poets, but our numbers guys know that there’s poetry there too, and how to use that poetry to optimize your site for even the toughest scrutiny. And when it comes down to it, that’s not going to be a Google Fred update.

That’s going to be your customers.

Your customers want to find you on the go, anytime, anywhere, when they need you, and even when they just want to check in to read the latest news from your great blog. We’re here to help you capture their hearts and minds with a site that works on any device, and keeps you one step ahead of Fred.

Small Business Marketing

Small Business Marketing

If you’ve ever sat in a job interview – or interviewed potential employees for your own company – you’ll have heard this question; where do you see yourself in five years?  If you view your small business as an individual, it’s worth asking the same question.  What do you have planned?  Do you even have a plan?

The number one priority should be to add value for your customers; regular prods to remind them you’re there, providing entertainment, valuable new – or old – information, and above all, the reason why you should be their only choice for your product or service.  Well-written content should be front and center of your small business marketing strategy.

You have reservations about outsourcing to a stranger?  Of course you do.  I bet they’re as follows:

  • They don’t know my business – that’s very true, but they have the one advantage that you will never have; they can see your business with outside eyes, the strengths and the weaknesses, and best of all, they can see exactly what you should be focusing on that will give you the edge over your competitors.
  • I can write this myself, so don’t need a content marketing specialist to do it for me – you may well be able to provide good content, but a specialist can do it quicker, and has the dedicated time to spend on researching trends, finding case studies elsewhere, and most of all, thinking from a customer’s eye view.  They also have more time than you, leaving you to get on with running your business.
  • I’m doing fine just as I am – and that may be the case for now, but what are your future plans?  At the very least you want to retain the customers you have, and you’re probably also keen to increase revenue without necessarily increasing your workload to go with it.  All the more reason to embrace effective content marketing as part of your small business marketing.

Let’s say that engaging with your customer base is the problem; they buy from you, they like you, they maybe even send you a glowing email testimonial about how you provided exactly what they wanted with the best possible customer service, and they’ll definitely use you again in future.  And then they don’t come back.  Why?  Because they’ve forgotten you.  They’ve forgotten you because your competitor across town just seems more interesting – they’re engaging with customers actual and potential on social media, and through regular blogs or e-newsletters.  In a nutshell, they’re there in a way you aren’t.

Right back at the beginning of 2016, Forbes had plenty to say on what content marketing strategy should look like, and to guard against content fatigue.  Their recommendation to build an ‘audience persona’ is further backed up by this 2015 story in British newspaper The Guardian, which reported that 57% of consumers felt far more positive towards companies that provided content specifically for them, as opposed to 10% who felt engaged with advertising.

Entertaining content that drives web traffic to your company is a more effective small business marketing strategy than pure advertising – in short, adding value, not noise.  Try it today, and watch your customer engagement turn into revenue.

Content Marketing for Law Firm via the Internet

Content Marketing for Law Firm via the Internet

Content Marketing in Law Firm

Since beginning practice in 1987, a private practitioner grew into a multi-million dollar law firm by providing the Raleigh area with not only traditional legal services but also unbundled services plus special trade books and software applications he delivered online.

That attorney has now gone all-remote and headed off to explore the globe with a carry-on bag and his wife of many years. He interacts with his firm lawyers and clients just as he used to do, but now he will be on other continents.

How Did He Do This?

Many clients work remotely for large international corporations for technology or pharmaceuticals. The successful attorney took a lesson from that client base and enlisted the internet.

Firm Growth By Website

You do not need to dream of traveling the world with your success. Internet accelerated success and benefits related are gratifying wherever you are and whatever your goals. The systems and statutes are the easy part of practicing law. Building a client base is challenging and keeping it is the success. You have to build a practice that draws people in by offering what they want. When they know you have what they want and need, where they discovered you is trivia. Creating that client base demand for your services is key. A law firm website supplies that key and even unlocks the lock to your growth and success.

Brand Identification

Your firm name is your brand, just like Starbucks, although your services are more important, technical and life changing than a cup of expensive coffee. Nonetheless, in your content marketing for law firm, you need to get your name on the information highway by using uniquely significant keywords that bring clients to your website. Once your website has their attention, the content of that website has to interest them, educate them, and keep them returning. Interesting content writing is as important as a winning case load, as it markets and explains your expertise. Graphics and photography are important attention grabbers of potential clients so that they will stop and read your site’s marketing content text.

Content Marketing for Law Firm

Essential pages for your website are :

  1. Attorney Bios – Clients put faith in these bios and pleasing photographs;
  2. Colorful graphics and staff photographs – Attention getters,
  3. Content text – About you, your staff and your practice specialization,
  4. Regular Blog Posts – Update public;
  5. Interesting Cheat Sheet – Advise particular do and don’t before retaining a lawyer;
  6. Any book written by a firm member holds a lot of authenticity and professional clout.
  7. Offer Skype telecommunication for some of the client’s consultations if he is a long distance away.

Do you have any concerns or potential caveats regarding a firm website? Tell us, and we will address your hesitations in our next publication.

Summary – Content Marketing for Law Firm via the Internet

Whether you are a single practitioner or a law firm, and whether competing for clients in a small town or large city, utilizing the internet’s amazing avenues for growth and professional status is a Must Have in today’s technological marketplace. Most persons today do not go to the yellow pages to determine who to retain. They go to the internet. We can assimilate your features and services and present them to a myriad of clients needing them. Using vast capabilities of your professional website, you could ostensibly reach everyone in the world with computer access. Our services will hone them down to your future clientele.

Contact our offices for more Content Marketing for Law Firm information today.