10 Steps to Take Before You Hit Publish: SEO Crash Course for CMS Content Publishing 0

10 Steps to Take Before You Hit Publish: SEO Crash Course for CMS Content Publishing was originally published on BruceClay.com, home of expert search engine optimization tips.

How to Improve Your SEO with a Web CMS from DNN

This week Bruce gave a crash course to those writers, editors, bloggers, and marketing managers who rely on a content management system. The presentation was an SEO crash course — 10 points to help writers and publishers see search engine ranking success for their content.

Are you a writer or someone involved in the publishing process of your business? Do you consider keywords before you hit publish? If you haven’t taken a moment to understand SEO best practices, this webinar is for you.

“Most people don’t know how to do SEO. Most people don’t understand what is important, what isn’t important, and how to set your priorities,” Bruce explains in this webinar. “The priority of SEO is to get you visitors. Search engines rank results based on expertise, authority and trust. The CMS is how you get the right ranking factors in the right place for the search engines to understand that you’re an expert.”

Replay the webinar webcast 10 SEO Tips to Improve Your SEO with a Web CMS from DNN Software.


Source: Bruce Clay

AdWords Buys Using Geographic Terms Support Personal Jurisdiction–Rilley v. MoneyMutual 0

This is a personal jurisdiction case, so I’ll get right to the point. If an AdWords advertiser buys keywords that contain geographic terms, the advertiser might face a greater risk of personal jurisdiction in those geographies. It’s likely that buying geo-located AdWords ads would also increase that risk, but this case doesn’t address that scenario. If you want a little more detail, keep reading.

This case is a consumer protection lawsuit against a payday lender, MoneyMutual. The plaintiffs sought personal jurisdiction over the defendant in Minnesota. Among other supporting facts, the plaintiffs alleged that MoneyMutual bought the exact-match keyword phrases “payday loans Minnesota” and “payday loans Minneapolis.” MoneyMutual replied that it bought “payday loans [geography]” for lots of different geographies, so this was really a nationwide campaign with multiple local implementations in parallel with each other. The Minnesota Supreme Court doesn’t like this argument at all:

Hypothetically, if MoneyMutual paid for AdWords directed at other states, such as “payday loan New York,” it would not diminish the conclusion that MoneyMutual targeted Minnesota with its AdWords campaign. Rather, it would tend to establish contacts with both Minnesota and New York.

In a footnote, the court reinforces that it sees these ad buys as geographically targeted, not the extension of a national campaign:

MoneyMutual generally affirms that “[n]o advertising of any kind is targeted specifically to Minnesota or Minnesotans.” This general denial is troubling in light of the allegations in respondents’ affidavits and exhibits regarding the Google AdWords campaign.

MoneyMutual also challenged the connection between the ad campaign and the plaintiffs’ alleged harms. The court says:

Although at this early stage of the litigation there is no evidence that the Google Ads actually caused any of the claims, the Google Ads are sufficiently related to the claims of respondents to survive a motion to dismiss. Respondents allege that MoneyMutual’s website and advertising violated consumer protection statutes on false advertising and deceptive trade practices and that MoneyMutual conspired with, aided, and abetted, unlicensed payday lenders that extended loans under terms that violated Minnesota law. MoneyMutual’s Google Ads, which were targeted at searches including “Minnesota” and “Minneapolis,” solicited viewers to apply for these allegedly illegal payday loans by stating, for example: “Apply Online Now www.moneymutual.com Fast Payday Loan—Apply Online! Safe & Bad Credit OK Up to $1,000.”

As in the Carrillo case discussed above, these ads are sufficiently “related to” the cause of action because they were a means by which MoneyMutual solicited Minnesotans to apply for the allegedly illegal loans. Carrillo, 115 F.3d at 1544. As a result, MoneyMutual’s use of Google AdWords advertising that was specifically designed to target Minnesota residents is a relevant contact with the Minnesota forum for the purpose of the minimum contacts analysis.

The court summarizes its minimum contacts analysis:

After a thorough review, we conclude that minimum contacts with Minnesota exist and support the exercise of personal jurisdiction in this case.

MoneyMutual sent over 1,000 emails to known Minnesotans, soliciting them to apply for payday loans. These emails were the culmination of transactions between MoneyMutual and Minnesota residents through which Minnesota residents provided their personal information to MoneyMutual in return for being matched with a payday lender. By engaging in these transactions and knowingly matching Minnesota residents with payday lenders, MoneyMutual purposefully availed itself of the Minnesota market and Minnesota forum and should have “reasonably anticipate[d] being haled into court” in Minnesota. Burger King, 471 U.S. at 474. These contacts alone are sufficient to support a finding of personal jurisdiction.

MoneyMutual also engaged with the Minnesota market through the use of Google AdWords, specifically designed and calibrated to target potential Minnesota customers. Unlike its national television advertising campaign, MoneyMutual’s use of Google AdWords was specific to Minnesota and, once again, demonstrates that MoneyMutual purposefully directed its conduct toward Minnesota, further buttressing the conclusion that sufficient minimum contacts exist for the exercise of personal jurisdiction over MoneyMutual.

So the lesson I draw from this: the more your ads are customized to a particular geography, the more likely you’ll be liable for personal jurisdiction in that geography. I doubt this will change many advertisers’ behaviors, but at least they can and should appreciate those consequences. And if you’re a plaintiff trying to reach a remote defendant, your odds of establishing jurisdiction increase if you can show greater geographic scienter by the defendant.

Case citation: Rilley v. MoneyMutual, LLC, 2016 WL 4446156 (Minn. Aug. 24, 2016)

Closely related posts:

* Keyword Advertising Doesn’t Create General Jurisdiction–Rocke v. Pebble Beach. I wrote: “I think the court also correctly left open the possibility that an Adwords advertiser who uses Google’s geographic targeting might face a different legal conclusion–though, at most, only with respect to specific jurisdiction. I still don’t see how advertising alone can create general jurisdiction.”
* Keyword Ads and Other Marketing Supports Remote Jurisdiction–Market America v. Optihealth


Source: Eric Goldman Legal

When you place your reputation ahead of winning, you still win 0

runnerLess than a week ago, we officially said goodbye to Rio and the 2016 Summer Olympic Games and already the memories are fading. Gabby Douglas, who took such a beating on social media for poor sportsmanship, is now the poster child for surviving online bullying and she just booked a gig as a Miss America judge.

Swimmer Ryan Lochte is facing charges for filing a false police report in Rio, but he already has a new sponsor and he’s also in talks to appear on an upcoming season of Dancing with the Stars.

Looking at those two cases, it would appear that when you’re a celebrity, a bad reputation can be its own reward. However, there have been cases where the nice guys finished first – even when they finished last.

Nikki Hamblin of New Zealand was running the 5,000m race when she tripped and fell, taking American runner Abbey D’Agostino down with her. D’Agostino quickly got to her feet, then she did something unbelievable; she stopped to help Hamblin up so they could both continue in the race. What neither woman realized at the time was that D’Agostino was badly injured and running on adrenaline. When she stumbled Hamblin picked her up and the two struggled along together to the finish line.

Runners who come in last don’t usually win a medal, but the Olympic committee just handed both women the Pierre de Coubertin medal for their incredible sportsmanship. The medal, which is named for founder of the International Olympic Committee, isn’t given out every year. In fact, it’s only been awarded 17 times in the past 50 years. Former winners include a sailor who gave up his lead to rescue two other sailors whose boat had capsized, and a marathon runner who celebrated his second place win after being delayed by an angry protestor.

The Olympic committee also handed out a fair play award to a team that didn’t even make it to Rio. The Norwegian men’s handball team lost their championship match and their trip to Rio when German scored a tie-breaking goal. One problem, Germany had too many players on the field. The Norwegians could have protested the win but they felt that since the extra man didn’t impact the play, the Germans had won fair and square.

Most of us will never get a medal or public recognition for doing the right thing and that’s how it should be. As cliché as it sounds, doing good is its own reward. It lifts us up. It makes us feel more confident and it’s a reputation booster.

Sometimes, doing the right thing is easy; like donating to charity or mentoring someone less fortunate than you. Sometimes, doing the right thing is hard; like speaking up when your company makes an illegal or harmful decision. Either way, its worth doing because even though nice guys often finish last, they’re the ones who can be proud of what they see in the mirror every morning.

What do you see when you look in the mirror?


Source: Reputation Refinery

3 Tips for Mastering Inbound Marketing 0

So, you’re passionate about marketing, right? There are so many theories and strategies; it’s hard to stay focused, right?  Wrong!  Inbound marketing has just one focus, mastering your relationship with your customers.  Below are 3 tips that will help you stay connected with the people you are trying to reach.

Tip #1: Know Who you are Trying to Reach

It is imperative to build a client persona.  Ask yourself, “What kind of person am I trying to reach?” If you are a skateboard company would you set up shop next to a retirement home? (Answer: probably not…). If you aren’t focused on who you are trying to reach, it’s like shooting at a target in the dark.

It helps to create a list of personality traits of the person you are trying to reach. Hubspot has a series of great templates that guide you through what information you need to build a solid target customer persona.  Giving current clients surveys is an excellent way to collect information that can help you build accurate, research-based personas. You don’t have to do any guesswork!

Tip #2: Be Where Your Customers Are

When looking to go into business, you need to position yourself so it is easy for customers to get to you.  The “build it and they will come” approach is extremely limited, especially online. It’s like setting up a hot-dog stand on a highway; some people might see you, but there is so much traffic around them, the odds of them pulling over to get a hot dog right then are extremely low…(even if they are really hungry!)

So, you need to know where your client will be when they are hungry, and ready & able to pull over. You need to make it easy for them to get to you – set up in a busy pedestrian area from 11:00a.m.-1:00p.m. and 4:00a.m.-7:00p.m., set up shop right in front of their place of work.

To become easy to get to online is achievable.  Post regular content online that your customers want to read & share content like blog articles on social media platforms like Facebook, Twitter, LinkedIn, and Google+ and make sure to include a link back to your website on that content.  Your customers are there!

 

Tip #3:  Regular Contact Builds Long-Term Relationships

Those food-menu ninjas sure are effective at short-term advertising. They find a parking lot full of cars just before the nine-to-fivers get out of work, and BOOM, 100 cars have menus under their wipers.  Someone is bound to get a hankering for sesame chicken, hot and sour soup, and a spring roll on the side.

This is one of the reasons why coupons are also so effective.  They appear regularly, and in places that people see all the time; mailings, newspapers, magazines, and social media.

Learn to nurture your relationships with your potential, current, and former clients. The Three Pillars of Customer Delight are HUGE in nurturing current clients.  Learning to innovate at the right times, communicate well and regularly, and educate your clients will help you stay “top-of-mind” as your clients search for solutions and products.  Nurture marketing, through regular contact, is essential if you want to transition to, or maintain your inbound marketing plan. Surround your clients with regular, non-intrusive reminders that you are the best solution for their needs!

Whether you are starting off as a “young grasshopper” or you’ve mastered the art of inbound marketing knowing who you are trying to reach is essential!  Remember to stay present in your clients’ circles with tools like social media platforms, stay on target with client personas, and nurture your clients through regular, targeted, easy-to-digest contact.

Looking for resources on how to improve your inbound marketing strategy?

BARQAR Marketing presents free monthly webinars that provide a ton of useful information on reaching your customers.  Contact us today and we’ll also provide you with a free analysis on your current digital activities.

The post 3 Tips for Mastering Inbound Marketing appeared first on BARQAR.


Source: Barqar

Why Every Website (Not Just Local Sites) Should Invest in Local Links and Citations – Whiteboard Friday 0

Posted by randfish

At first glance, local links and local citations might seem unnecessary for non-local websites. On a closer look, however, there are strong underlying benefits to gaining those local votes of confidence that could prove invaluable for everyone. In today’s Whiteboard Friday, Rand explains why all sites should consider chasing local links and citations, suggesting a few different ways to discover opportunities in your areas of focus.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to talk about why websites — every website, not just local websites — should be thinking about tactics and a strategy to get local listings and local citations.

Now, this might sound counterintuitive. I’ve actually encountered a lot of folks — especially online-only businesses or even blended online and local businesses — who think, “Are local links really that important to me, or are they off-topic? Could they potentially cause problems and confusion? Should I be trying to get those?” I’m going to try and make the case to you today that you absolutely should.

Recently, I got to visit Scotland to talk to several folks. I visited Skyscanner. I spoke at the Digital Excellence event and spoke, of course, at the Turing Festival, which was a remarkable event in Edinburgh. We actually landed in Glasgow on a Saturday and drove up to a little town called Inveraray. So I’m going to use some examples from Inveraray, Scotland, and I apologize if my accent is miserable.

A few of the businesses we visited there: Loch Fyne Whiskies, they have their own living cask, where they essentially add in whiskies and blends to this cask that keeps evolving; Whisky Shop, which is an online-only shop; and then Inveraray Castle, which is a local business, entirely a local business centered around this lovely castle and estate that I think, if I understood correctly, is run by the Duke of Argyll, Argyll being the region around there. Apparently, Scotland still has dukes in business, which is fantastic.

Local & online business

So for a local and online business, like Lock Fyne Whiskies, they sell whiskies in their specific store. You can go in — and I did — and buy some stuff. They also sell on their website, I believe just in the United Kingdom, unfortunately, for those of you watching around the rest of the world. But there are certainly reasons why they would want to go and get local links from places that link to businesses in Inveraray or in Argyll or in Scotland as a whole. Those include:

  • Boosting their Maps visibility, so that when you’re searching in Google Maps for “whisky” or “whisky shops,” potentially, if you’re near Inveraray, Google Maps will make their business show up higher.
  • Boosting their local ranking so that if you’re searching for “whisky shop Argyll” or “whisky shop Scotland” or “whisky shop near me” and you happen to be there, Google will show this business higher for that ranking as well.
  • Boosting their domain authority, meaning that those local links are contributing to overall ranking ability. That means they can rank for longer-tail terms. That means they can rank more competitively for classic web search terms that are not just in local or Maps.
  • Sending valuable traffic. So if you think about a listing site, like thelist.co.uk has them on there, TripAdvisor has them on there, a bunch of local sort of chamber of commerce — it’s not actually the chamber of commerce there — but chamber of commerce-type sites list them on there, that sends valuable direct traffic to their business. That could be through foot traffic. It could be through referrals. It could be through people who are buying whisky online from them. So a bunch of real good reasons why a local and online business should do this.

Online-only business

But if you’re an online-only business, I think a lot of folks make the case of, “Wait a minute, Rand, isn’t it true that if I am getting local links and local citations, those may not be boosting my relevance, my ranking ability as much as they are boosting my local ranking ability, which I don’t actually care about because I’m not focused on that?”

So, for example, whiskyshop.com, I think they are also based in Scotland, but they don’t have physical locations. It’s an online-only shop. So getting a local link for them in whatever part of the region of Scotland they are actually in would…

  • Boost their domain authority, giving them more ranking ability for long-tail terms.
  • Make it harder for their competitors to compete for those links. This makes link acquisition for an online-only business, even from local sources, a beautiful thing because your competitors are not in that region and, therefore, they can’t go get those same links that you can get simply by virtue of being where you are as a business physically located. Even if you’re just in an office space or working from home, wherever your domain is registered you can potentially get those.
  • Yield solid anchor text. There are a bunch of local sources that will not just point out who you are, but also what you do. When they point out what you do, they can link to your product pages or your different site sections, individual URLs on your site, and provide anchor text that can be powerful. Depending on how those submissions are accepted and how they’re processed, some local listings, obviously, you’re not going to get them, others you are.

There’s one more that I should include here too, which is that…

  • Local information, even citations by themselves, can be a trust signal for Google, where they essentially say, “Hey, you know what, we trust that this is a real business that is really in this place. We see citations for it. That tells us we can trust this site. It’s not spammy. It doesn’t have these spam signals around it.” That’s a really big positive as well. So I’d add that — spam trust issues.

Local-only business

Lastly, a local-only business — I think this is the most obvious one — we know that it…

  • Boosts Maps visibility
  • Boosts local rankings
  • Boosts your long-tail ranking ability
  • Sends valuable direct traffic, just like they do to a local and online business.

Easy ways to find citation/link sources in your locale:

If you’re going to go out and look for some local links, a few quick recommendations that are real easy to do.

  1. Do a search for a business name, not necessarily your business name — in fact, not your business name – anybody, any of your competitors or anyone in the region. It doesn’t have to necessarily be your business. It could be someone in the county or the territory, the state, the city, the town, minus their site, because you don’t want results from their site. You’re actually looking for: What are all the places where their business is talked about? You can add in, if you’d like, the region or city name.
  2. Search for one local business and another one. So, for example, if I was Whisky Shop and I were in Inveraray or I were in Argyll, I could search for “Loch Fyne Whiskies” and “Inveraray Castle,” and I would come back with a list of places that have both of those on their website. That often turns out to be a great source of a bunch of listings, listing opportunities and link opportunities.
  3. Google just by itself the city plus the state, or region or country, and get lots and lots of places, first off that describe that place, but then also that note notable businesses or that have business listings. You can add the word “listings” to this query and get some more great results too.
  4. Try out some tools here — Link Intersect in Moz, or Majestic, or Ahrefs — and get lots of results by plugging in two of these and excluding the third one and seeing who links to these that doesn’t link to this third one.
  5. Use business names in the same fashion that you do in Google in tools like a Mention, a Talkwalker, Google Alerts, or Moz’s Fresh Web Explorer and see who is talking about these local businesses or regions from a news or blog or forum or recent perspective.

So with that, I hope you’ll do me a favor and go out, try and get some of those local links. I look forward to your comments, and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Source: Moz