Natural Link Building 101

Link building is one of the most important things you can do in terms of off-site search engine optimization. As you probably know by now, search engines like Google tend to rank pages higher in search results based on the number and quality of links to those pages. Essentially, the more links you have, the more likely you will be to rank well when someone searches for keywords related to your website. Some of the most common ways to build links to a website include the following:

Link Requests – This is where you simply ask another website owner to link back to your website. These are really hit or miss and depend on how well you can convince the website owner that your link on their website is beneficial to both them and their visitors.
Link Buying – This is the big no-no, yet it is still happening. Instead of politely requesting a link from a website owner, you approach them with a deal instead. Some consider it as advertising in the form of a link instead of a banner, but Google considers it a good reason to penalize a website.
Directories – There are a ton of directories out there – general directories, local directories, and niche based directories. Some will allow you to create a listing for free while others will charge a fee. The latter doesn’t constitute “bad link buying” even though you are paying for the link.
Content Links – There are a lot of ways to build links via content, from creating articles on article marketing networks to guest blogging with a link in your author bio.
Social Links – I’m not just talking about links in your social profiles (although we will get to those). This refers to all of the ways getting social online (blog comments, forum posting, answering questions, and using social media) can lead to links.

For this post, we’re not going to focus on the first three (requests, buying, or directories) but rather, the last two – content and social. Why? Because chances are you are already doing most of these right now, or know you should be!

The reason these two are so important is that they are not just about creating links for SEO value (although some will have some SEO value anyway). They are about creating links that people will be likely to click on, so instead of waiting for clicks and conversions from higher rankings in search results, you could be getting both immediately from the link itself!


 

mappa_blog

Link building is one of the most important things you can do in terms of off-site search engine optimization. As you probably know by now, search engines like Google tend to rank pages higher in search results based on the number and quality of links to those pages. Essentially, the more links you have, the more likely you will be to rank well when someone searches for keywords related to your website. Some of the most common ways to build links to a website include the following:

  • Link Requests – This is where you simply ask another website owner to link back to your website. These are really hit or miss and depend on how well you can convince the website owner that your link on their website is beneficial to both them and their visitors.
  • Link Buying – This is the big no-no, yet it is still happening. Instead of politely requesting a link from a website owner, you approach them with a deal instead. Some consider it as advertising in the form of a link instead of a banner, but Google considers it a good reason to penalize a website.
  • Directories – There are a ton of directories out there – general directories, local directories, and niche based directories. Some will allow you to create a listing for free while others will charge a fee. The latter doesn’t constitute “bad link buying” even though you are paying for the link.
  • Content Links – There are a lot of ways to build links via content, from creating articles on article marketing networks to guest blogging with a link in your author bio.
  • Social Links – I’m not just talking about links in your social profiles (although we will get to those). This refers to all of the ways getting social online (blog comments, forum posting, answering questions, and using social media) can lead to links.

For this post, we’re not going to focus on the first three (requests, buying, or directories) but rather, the last two – content and social. Why? Because chances are you are already doing most of these right now, or know you should be!

The reason these two are so important is that they are not just about creating links for SEO value (although some will have some SEO value anyway). They are about creating links that people will be likely to click on, so instead of waiting for clicks and conversions from higher rankings in search results, you could be getting both immediately from the link itself! Leer más “Natural Link Building 101”

Tipos de Marketing Viral

Todavía, después de años, circulan por la web mails falsos que piden “solidaridad con Brian”, cartas falsas (desde Gabriel García Márquez hasta Bill Gates), rumores, conspiraciones, textos de autoayuda, religiosos y/o difamatorios a marcas y productos con denuncias de dudosa veracidad. Generalmente estos correos son anónimos o están enviados por personas
con nombres inventados con falsas casillas de correo. Se recomienda no reenviar nada que nos llegue sin solicitarlo
previamente o desde un remitente desconocido. Espontáneo: Surge sorpresivamente y no es impulsado por una empresa ni marca en particular, sino por los mismos usuarios. Por ejemplo, cuando los usuarios del MSN Messenger adhieren a una causa o fecha especial y cambian sus nicknames (apodos) o agregan algún símbolo en común, para que sus contactos los vean y se sumen a la movida.

Incentivado: Son aquellas acciones de marketing que ofrecen alguna recompensa por reenviar el mensaje o por dar la dirección de correo de uno o más usuarios. Por ejemplo:para bajar un capítulo gratis de un libro o participar de un sorteo o promoción comercial (“completando estosdatos, participás para ganar un teléfono celular”).

Este tipo de marketing viral es mucho más efectivo cuando la oferta requiere que un tercero haga algo. La mayoría de estos concursos online aumentan las posibilidades de ganar por cada dirección de “un amigo” que el usuario aporte, por lo que
son altamente efectivos.

Encubierto: Se produce cuando el mensaje de correo sepresenta en forma de link a un sitio Web, actividad o noticia atractiva o inusual, sin referencias concretas de que se estáparticipando en una campaña de marketing llevada adelantepor una marca. Es difícil de identificar como una campaña, ya que las marcas suelen imitar a la perfección la estética y loscontenidos de sitios Web amateurs y blogs personales.

La campaña puede incluir “pistas” en el mundo real, como grafitis que aparecen en la calle. Sin embargo, este tipo de marketing viral puede resultar muy peligroso para la reputación y credibilidad de una marca ya que, como veremos
más adelante, los usuarios pueden sentirse engañados en su buena fe por una empresa cuyos objetivos terminan siendo
muy diferentes de los comunicados originalmente.

Marketing viral, tradicional y de “guerrilla”

Vamos a analizar el tipo de marketing viral incentivado, es decir, aquel que es impulsado por una marca para difundir
algún producto, servicio, campaña, promoción, etc. La principal diferencia con el marketing tradicional es que en el viral se
usa el ámbito de la Web para potenciar las ventajas de la tecnología.

Otra diferencia es que el marketing digital puede ser segmentado con mayor precisión que el marketing tradicional. De
esta manera, si una compañía tiene un producto destinado para personas de una región particular, de un sexo determinado y hasta de costumbres y gustos específicos, es posible llegar a ellos en forma directa a través del correo electrónico, un SMS,
mensajeros instantáneos u otras aplicaciones tecnológicas.

El llamado “marketing de guerrilla” (también conocido como extreme marketing) consiste en la utilización de canales
de comunicación poco convencionales para hacer llegar un mensaje a mercados muy específicos. Muchas de estas acciones
se llevan a cabo en la vía pública: calles, avenidas, estaciones de trenes y subte, montañas, etc. Pero también, por supuesto,
en los puntos de venta (supermercados, kioscos) donde las marcas y sus productos tienen un encuentro directo
con su potencial consumidor.

Este tipo de marketing es de gran utilidad para marcas que no cuentan con grandes presupuestos para pautar en los medios tradicionales pero que buscan causar cierto impacto. Las acciones de guerrilla se caracterizan por su originalidad, creatividad e imaginación.


Extracto del libro El imperio digital de Leandro Zanoni 
El_imperio_digital   (PDF full download)

(…)Tim Berners-Lee: The World Wide Web - Opportun...

  • Reenvialo a un amigo

Consiste en un mensaje de correo en cadena que alienta al usuario a reenviarlo al resto de sus contactos. Dependerá
mucho del contenido del e-mail para que eso ocurra, ya que de lo contrario, el usuario no durará en eliminar el mensaje
y la cadena se cortará. Podemos dividir este tipo de marketing viral en dos grupos:

  • Deseado: Son muy efectivos los videoclips típicos de YouTube con contenido humorístico, que la gente reenvía asus contactos de manera espontánea. Muchos de estos clips son anuncios de televisión que luego circulan por Internet.

La cantidad de gente que recibe el mensaje vía Web puede ser mucho mayor que la gente que vio el anuncio original en
TV, ya que muchos clips son antiguos o fueron creados para emitirse en otros países.
A modo de ejemplo, podemos citar el caso de “Peter Capusotto y sus videos”, el ciclo de TV que se emitió por
Canal 7 durante 2007. El programa tenía un rating relativamente bajo (de 1 a 4 puntos, cuando los programas más vistos
de la TV superan ampliamente los 30 puntos) pero “Pomelo” (el personaje interpretado por Capusotto) fue elegido
como el personaje del año de la versión argentina de la revista Rolling Stone, que lo llevó a su portada.1 ¿Qué ocurrió?
Los clips de humor de Pomelo fueron subidos por los usuarios a YouTube y rápidamente fueron vistos y compartidos
por millones de personas. Leer más “Tipos de Marketing Viral”

The business of gaming

The console-makers are well aware of this. Nintendo helped to pioneer the idea that games could appeal to a much wider audience. Its Wii console has sold 89m units over the half-decade since its launch, outdoing both Sony’s PlayStation 3 (56m) and Microsoft’s Xbox 360 (58m), largely thanks to a games catalogue aimed at casual fans. It features titles like “Wii Fit” (a fitness game) and “Wii Sports”, a version of sports like golf, tennis and ten-pin bowling. The Xbox, PlayStation3 and Wii all have their own online shops that allow consumers to download games directly to their consoles, and all three are encouraging developers to make casual games for them. Mr Merel thinks the console business will remain a smaller though mostly profitable niche within a games industry that will range over a wide variety of platforms and attract a much more mainstream audience.

Categories such as “casual” or “online” games are not always neat and tidy. Not all online games are aimed at casual users. “Minecraft”, developed by Mojang, a tiny Swedish firm, is an online adventure game that mixes the building qualities of Lego with the social appeal of “World of Warcraft”. Despite its basic graphics and intricate gameplay it has sold over 4m copies. Conversely, some recent smartphone games have almost console-quality graphics and involving storylines. Development costs are already ticking up. The only safe bet about the future is that it will be more fragmented and more diverse than the past.


Thinking out of the box

Consoles are no longer the only game in town

THE IDEA BEHIND video games used to be simple. Nintendo, Microsoft, Sony, Sega and others sold consoles at a loss and made their money from the boxed games they produced for them. The punters, mostly young technophile men, bought the games from a shop, played them for a few weeks and then put them away.

Those customers are still around, but they have been joined by a plethora of others. New, more casual sorts of games are being picked up by a mass audience that would previously not have played at all. “In the past few years two things have changed,” says Mr Moore of Electronic Arts. “The first is the proliferation of platforms [on which to play games], and the second is that it’s become so much easier to call yourself a gamer.”

So the industry has branched out into a bewildering variety of sub-sectors and niches. At one extreme, companies in the traditional sector are still charging $50 or $60 for high-end console games with ultra-realistic graphics and cinematic game play. At the other, a shoal of smaller firms is developing simpler, more casual games aimed at a much larger and more diverse group of customers. In between, a mix of established firms and start-ups are testing new ways to develop games and new business models for selling them.

One of the biggest changes has been the rise of the mobile phone as a gaming device. Games specifically designed to be played on mobile phones already account for $8 billion of the $56 billion global games market, even though they typically sell at less than a tenth the price of a traditional console game. Such mobile games are simpler to play and require less time and dedication than the console titles. Their relatively low development costs and the fact that they can be downloaded over mobile networks bring them into impulse-buy territory, says Mr Harding-Rolls at Screen Digest.

Playing on the move

The potential market is huge. The number of mobile-phone subscriptions worldwide is over 5 billion. Last year 1.6 billion handsets were sold, a 31% rise on 2009. That is attracting attention from big, established firms such as THQ, an American publisher and developer of video games, and Square Enix, a Japanese publisher and developer that has a dedicated mobile division.

But many games for mobile phones are made by small start-ups, attracted by low entry costs. The best-known example is “Angry Birds”, released in 2009 by Rovio Mobile, a Finnish firm with just 55 employees. It is a light-hearted affair in which vengeful player-controlled birds hurl themselves at fortifications built by a group of egg-snatching green pigs. In terms of sales, it is among the most popular games ever made, with total downloads of more than 500m (the game is available in a free but limited edition as well as in a standard, paid-for version). By contrast, a console game is reckoned to have done well if it sells a couple of million copies.

Games are proving a popular application for mobile phones, and especially for the latest generation of smartphones such as Apple’s iPhone. PwC expects the market for such apps to grow from around $7 billion last year to $35 billion in 2015, and much of that growth is likely to be driven by games. They accounted for more than half of the 100 most popular apps for the iPhone in 2010 and make up a large chunk of the software market for other brands of smartphone too (see chart 1).

Online orcs

Thanks to the spread of high-speed internet connections, the web has emerged as a games platform in its own right. Blizzard Entertainment’s “World of Warcraft”, an intricate online fantasy world filled with orcs and dragons, attracts around 9m regular users, each of whom pays a monthly subscription fee of around $10 to play.

As with mobile games, much of the interest in online gaming revolves around attracting a new, more casual kind of player. Again, the potential market is vast. Companies such as PopCap, a Seattle-based games studio, specialise in easy-going games that run in ordinary web browsers. PopCap’s most successful game to date is “Bejeweled”, an abstract puzzle game in which users have to create patterns in a grid of coloured gems. It is easy to pick up but difficult to master, and can be played for a few minutes at a time. In 2010 sales of the full version, which sells for about $20, passed 50m. Leer más “The business of gaming”

All the world’s a game

Over the past two decades the video-games business has gone from a cottage industry selling to a few niche customers to a fully grown branch of the entertainment industry. According to PricewaterhouseCoopers (PwC), a consulting firm, the global video-game market was worth around $56 billion last year. That is more than twice the size of the recorded-music industry, nearly a quarter more than the magazine business and about three-fifths the size of the film industry, counting DVD sales as well as box-office receipts (see chart below). PwC predicts that video games will be the fastest-growing form of media over the next few years, with sales rising to $82 billion by 2015.


Video games will be the fastest-growing and most exciting form of mass media over the coming decade, says Tim Cross

IN NOVEMBER 2010 “Call of Duty: Black Ops” was released. Fans in many countries queued round the block to get their hands on a coveted early copy. A lucky few had won tickets to invitation-only release parties which were broadcast live to viewers across the internet. The event had been advertised on billboards, buses and television for weeks. Chrysler even produced a commemorative version of its Jeep. In the event the reviews were mixed, but no matter: the publishers, Activision, notched up worldwide sales of $650m in the first five days. That made it the most successful launch of an entertainment product ever, and people kept buying. A month later the total stood at over $1 billion.

“Black Ops” is not a film or a book: it is a video game. For comparison, “Harry Potter and the Deathly Hallows Part 2”, the current record-holder for the fastest-selling film at the box office, clocked up just $169m of ticket sales on its first weekend. “Black Ops” stole the crown from its predecessor in 2009, “Call of Duty: Modern Warfare 2”. The latest instalment, “Modern Warfare 3”, released on November 8th, set a record of its own with $750m in its first five days. Leer más “All the world’s a game”