April 26th, 2010 by Susie

People get carried away on SEO link building, but there’s much more to a successful site than just having loads of inbound links. There should be plenty of outbound ones too – linking customers to your social media pages, and your site blog. Your internet marketing should always include an informative, professional looking blog. If your own English skills wouldn’t pass a primary level SATS test – buy some in. It’s worth it.

Blogging became popular a while back, and at the time just consisted of textual content. People jotted down their thoughts and emotions in the same way they would a diary. Journalists and writers, meanwhile, used them as a platform for their talents, and a way of airing opinions in public in a way they couldn’t in their professional field. At least one blogger was actually picked up by a print publishing company, and made a best-selling book out of it.

With the technology that’s available today, you no longer need to have the writing skills of a Daily Telegraph journalist to succeed; web companies routinely use blogs as part of their internet reputation management plan. While textual content is still important, it’s backed up by video, audio, Flash media and animated presentation.

News blogs routinely add links to commercial footage of ground-breaking events – there’s no reason why you can’t have a news blog of your own company, especially if you air your products at trade fairs and the like. However, don’t get carried away on flashy images. The best blogs achieve high search engine optimization rankings because they carry relevant, quality content.

Some blogs are really microblogs – like Twitter, they carry pages filled with dozens of posts that are just a few lines long, with few images. For best results however, you need to use a variety of formats to express quality information about your product. Done in this way, it can give your site a sophisticated platform upon which you can market your services, and receive feedback.

Why is text marketing less effective than mixed media?  Consumers like to receive their information in a variety of formats. Some like to read, some like to watch, and some like to sit back with the headphones on. Combining all three into one presentation gives your site the best chance of success, which is why many bloggers take the trouble to include a textual transcript of their video content. As well as attracting customers, it makes the page more visible to the search engines. Video transcriptions can be effective SEO link building tools.

Your blog can be used as an effective social media marketing tool, bringing a diverse number of people to your site. Use link building strategies to spread the word about blog content. For example, a site selling children’s toys could look at marketing them specifically at the adult market. Placing links aimed at bridesmaids, on wedding pages, for example. Plus, look at how model cars, soft toys and Barbie dolls have been targeted towards adult buyers.

This is just an example, but you can already see how blog diversity could aid your search engine optimization plan.

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