I hope you enjoyed the first part of the roundup of New Year’s Resolutions by industry experts and were inspired by them at some level.
In this post, some more experts share their learnings and resolutions with us.
Here you go…
SEO is changing too fast for us to depend on it…
This year we’ve seen Google canceling authorship, removing video snippets, going more aggressive with “in-SERPs” instant answers. There were enough of wake-up calls for marketers and business owners to realize: We need to look for and invest in multiple traffic and lead sources. We need to stop depending on search referrals.
I elaborated on this in this article
I am seriously committed to writing and publishing a book. I’ve been planning to do that for ages and now I think it’s time. I am reporting on my book journey here. I am using our New Year’s challenge to keep myself accountable. Check the hashtag #MBUstorm
Google’s confidence in their own linkspam algorithms is low and the effectiveness of Penguin is hit and miss at best. Unfortunately this means that whitehat still doesn’t get rewarded and link schemes, while risky, for some still make a lot of sense. This is a sad reality and the one I hope will change in 2015.
Now let me put my optimist hat. I’ve witnessed content do great things for brands in 2014. Before I gain confidence in a marketing tactic I like to try it on my own as a proof of concept. Several things have improved on our side thanks to our content tactics including views, shares, time on page and number of acquired links. Here are a few recent articles which are my proof of concept:
|Thin Content Update||5,394||4:10||584|
|SEO for Multilingual eCommerce Websites||9,303||5:13||245|
|Call to Action Examples||15,971||4:36||138|
Another interesting finding is that the above can be divided into two types of content one is newsworthy and other is evergreen. Call to action examples and SEO for Multilingual eCommerce Websites are examples of evergreen content. They bring a steady stream of traffic primarily from organic search. Newsworthy content has been excellent for earning links and branding but it doesn’t bring the same amount of ongoing traffic.
This article brought 14,000 views in a single day and then continued on at 50-100 views per day:
This article brought only 202 views on its first day but has since September 2013 brought the equal amount of traffic to our site as the one in the example above. It’s demand even grew over time:
I have only one New Year Resolution. We’re on a campaign to kill link building as a practice in Australia. When we’re done prospective clients will laugh at agencies which openly offer link building. Why do that? Well, link building is one layer of separation from direct link buying. A client still pays a third party (agency) for links instead of earning them through content and value. It doesn’t matter if the agency buys or begs for links, the principle is the same. This is why we no longer accept pure link building projects. Our clients must earn their links through being worth linking to. If that’s not the case then the role of Dejan is to work on it as a first priority.
The most important thing I learned in 2014 was to wake up earlier. It seems to me that time moves with a disproportionate speed throughout the day and that it tends to move slower during the early morning. You can take advantage of this by waking up earlier and start your day when time is on your side.
I don’t set yearly goals; instead I have a Life List of goals which I plan to complete before May 25th 2017. The list started with about 150 items and after 3 years of hard work, I am down to the final 13 items. You can find the whole list here: http://www.lifelisted.com/life-list/
More than anything in 2014 we began to focus a lot more on social engagement to drive assisted conversions and help establish legitimacy as well as a lower barrier communication channel for users. This can be said across all the brands I manage, even those that were historically social – we began to test new types of engagement (campaigns on Instagram and Pinterest for example) where the goal wasn’t sales or followers, but feedback. We wanted to find out what resonated with prospects and got then to engage on the human aspects of these platforms versus seeing the brands as, well, just brands.
No more chasing vanity keywords. I feel as though I’m hyper aware of this, and generally speaking I don’t think I let it could my judgement too much, but there are still instances where I let brand and product managers put the cart before the course and dictate which terms they want us to be focusing on, even if we have (or can quickly collect) data that shows these keywords are not going to create new customers.
My biggest resolution will be to train at least 3 new keyword analysts using my newly documented process, Master Keyword Research in 7 Days. Teaching this process and helping new analysts hone this specific, conversion-focused skill-set will support my first resolution across my team – and make sure the groupthink is in alignment on focusing time and energy on keywords that create sales.
My personal goal for 2015 is to put more energy into my friendships. I’m proud of the commitment I made to work and family in 2014, but I didn’t put enough into my friendships.
My business goal is to make decisions more quickly and communicate even more frequently with stakeholders. You cannot over communicate in leadership, even when you feel like a broken record.
I want to thank all the tech leaders for participating in this round-up.