Changing laws, cultural shifts in belief, and evolving terms of service can cause advertising issues for businesses in specific industries these days. Different types of industries commonly find themselves restricted from using traditional paid advertising methods like Google Adwords and Facebook Ads. Industries that can’t use traditional paid advertising methods will need to get creative about how they attract customers.
One thing to consider is that if an industry is banned from advertising on Adwords, then that likely means website owners and other publishers involved in that industry are not able to use the advertising platform too. That means website publishers in specific industries are always looking for new advertisers on their websites. Most websites make their money from advertising. So not being able to use Google Ads on their websites to quickly bring in revenue impacts a lot of site owner’s abilities to adequately fund their websites.
These website owners often have thousands of people browsing their pages, and they usually have a vast, active social media following. These website owners typically send lots of emails to their extensive lists of email addresses they have collected from people related to your industry. They often send lots of regular mail to their large mailing lists too. They are often very influential in the community. These website publishers are usually very active on social media, so they have often built lots of strong industry relationships both online and offline.
As a business looking to advertise without being able to use Google or Facebook, building robust and mutually beneficial business relationships with website owners active in your industry should be a huge priority. Take some time to make a list of all the industry websites and social media pages with lots of viewers and followers. Reach out to these website owners and industry influencers directly. Make sure you contact all of the relevant industry directories and industry forums. Directories and forums in specific industries receive a large number of daily visitors.
Most of these publishers are eagerly waiting to hear from businesses looking to advertise in this kind of situation, so they will likely respond quickly. Just ask them if you can promote your business on their website and their social media pages. Most sites and social media owners use several different kinds of advertising to fund their pages.
You can ask about banner space advertising, and other media buy opportunities. You can ask them if they currently accept sponsored blog posts or sponsored social media posts. Ask them if you can advertise on their podcast. If they do not have a podcast, see if they want to put together a podcast with you to reach your targeted audience. Would they be willing to advertise your business in their email newsletter?
Some businesses even have the opportunity to create a non-profit based around their industry. Nonprofits usually do not have advertising restrictions on Google and Facebook. So by advertising the non-profit, they can reach their targeted audiences on those platforms.
Certain types of businesses may want to look offline for paid advertising opportunities. Local television networks often offer decently-priced advertising packages for people looking to test out the process and analyze the results. If your targeted audience watches a certain show or usually watches TV during a specific time, TV ads might be worth considering.
What if you’re only able to build a relationship with several smaller, less popular websites in your industry? If you get several targeted ads running through these business partnerships, then you’re likely going to get some extremely targeted traffic and referrals at a fraction of the cost of using Google Adwords. These kind of business relationships are ‘win-win’ for both parties since both parties need each other in the online advertising ecosystem.
How to Create a SEO Strategy That Generates Highest ROI?
When we talk about Global SEO, we refer to marketing our products/services on a global level, to international customers. So, if you own a business that provides global services, global SEO is something you should know and learn about.
SEO has grown a lot in the past couple of decades, both in terms of strategies and reach. No longer businesses are satisfied by promoting their services in local areas only; they want to expand their reach. And what is a better way to do that than the internet? The internet and social media can give your online/offline business the much-needed exposure and take it to the global platform.
The ongoing growth and reach of the internet have motivated both business owners and SEO executives to expand their services beyond regional boundaries. However, doing SEO for a global business is somewhat different than SEO for a local business. So, if you’re looking to promote your business through Global SEO, we suggest you to hire a Good and experienced SEO Company who know how to generate the highest ROI in their SEO Campaign, we will here teach the best way to build a strategy for the same.
Creating a Global SEO Strategy
The target of your global SEO strategy should be clear – to market your business on a global platform to a global customer and to expand the reach of your business to multiple countries. Here’s how to do that.
One of the best secrets to promoting your business well globally is to focus on building yourself as a brand. Ever wondered why most people go with Apple or Samsung when they have to purchase a new smartphone? Because these are brands. And no matter what country the buyer is from, he/she is familiar with these brands and will, therefore, gladly buy their products.
You should also aim to achieve that kind of reputation for your business.
Here’s how to rank well and become a brand globally.
Localize Your Business By Translating Your Content in Multiple Languages
To start with, you should translate your website to be available in multiple languages so that visitors coming from different regions can easily read the information. For this, you can either conduct a research of all the potential locations your website gets traffic from or you can choose the top languages across the globe.
Make sure that your content is ready for the audiences in each region you wish to promote your business in. Translating your site in multiple languages should be the first thing to do, for which you can consider hiring an expert editor who knows the local region, understands their language and the market.
Your website content for a specific region should be written for people in that region to make sure that they understand it and accept it as it was written for them only.
Once you’ve generated multiple (language) versions of your site, the next thing to do is tell Google about it. This is crucial to make sure that Google does not simply disregard your content as duplicate or shows irrelevant content for a country. The best way to tell Google about your website versions and which version to rank for which keywords/location is to hreflang code. Take the help of Google to check out how that works.
Optimize the Website Content for Local People in Each Region
Since SEO has become quite competitive now, simply translating your website may not be enough. You’ll also have to optimize your content according to the local markets. For instance, you should do keyword research to find all the popular terms people in a specific region are using and then optimize your content accordingly.
To be able to market your business properly in a specific region, you should be able to find and use the keywords that are popular among the people speaking the regional language. For this, you can use any keyword research tool to get ideas for new keywords and key phrases.
Once you’ve all the right keywords, you can not only translate & optimize your existing content more effectively for the target markets but also you can create new content according to the specific needs of customers in those markets.
Link Building through Outreach
Outreach emails are probably the best way to gather genuine and relevant links to the local version of your global site. The best thing about international targeting is that link building is easier here because of the available languages.
Make sure that the person doing the outreach knows the languages as well as understands the target market. You can use the same person who did the translation job for your website.
Other than email outreach, you can follow other good link building techniques such as blog posting, guest blogging, commenting, forum posting, etc. Just make sure to build a solid strategy before you get started.
Also, try your best to avoid spam or paid sites for building your links. You can do well by focusing on genuine links, as these markets are relatively less competitive.
Choosing from Subdomains vs Subdirectories
Another thing that you might struggle with when creating separate language versions of your site is choosing between subdomains and subdirectories.
If you go with the common point of view, subdirectories are better in terms of ranking because the overall authority of your website is maintained throughout its subdirectories.
However, some experts, including the likes of Neil Patel, believe that subdomains are better than subdirectories, as they are easier and quicker to rank. Moreover, they will give your visitors the impression of a separate site rather than a different language version of a parent website. Alternatively, you can consider having a separate, country-specific domain for each version to which the respective subdomain can be redirected.
Setting up Automatic Redirects for Your Site Visitors
Once you’ve created separate language versions of your site and made them live, the next thing you need to do is redirect users to their preferred version. Here’s how it is done.
For this, you need to set up hreflang codes on your main site. The code will automatically analyze the location of a visitor and based on that will forward them to the relevant language version of your site.
For instance, if someone is visiting your site from Barcelona, the code will interact with the visitor’s browser to find their preferred language. If their preferred language is Spanish, they will be redirected to the Spanish version of the same page that they were originally browsing.
While forwarding people to their preferred language versions will do good to your online reputation, it will also help you get better rankings by making it easier for search engines to recognize country-specific versions of your site.
Focus on Building a Brand by Building Communities Globally
People will remember your name (or your brand name) only when you have something extra to offer, something which is no one else is doing. This is where engagement can make all the difference, and what’s a better way to create user engagement than building communities.
You can start by replying to your blog comments. Even if you do not speak a regional language, seek someone’s help but do reply to all the comments. Users love it when a brand takes their suggestions or questions seriously.
Second, you should start promoting your posts extensively on social media to people in all your targeted regions. Facebook ads are the best tool for this, as they let you filter the target audience by location.
If possible, do some offline marketing by hiring teams in specific regions where your business exists. Conduct webinars and conferences to connect with your target audiences in distant regions.
Once you’ve tried everything mentioned above, you should start seeing results for your global business, in terms increased traffic, leads and rankings. However, this may take time, the same way it does for normal search engine rankings. If you’re doing everything right, you can expect to see visible results within 3 months or so.
Besides the above things, you should particularly focus on optimizing your mobile site or mobile version of your site for a better user experience. For instance, the page load speed has a great impact on your site traffic, conversions as well as rankings.
Make sure to leverage the internet benefits to expand the reach of your online business, products and services to a global market. If you stay confined to just your local region, your competitors providing services to an international audience will surpass you.
Have a question or suggestion for us? Write in the comment section below.
Amit Gupta is the CEO and founder at SAG IPL, an India-based technology firm providing a range of service/software solutions in the web development, design, app development, and SEO industries.
How To Create Awesome Visual Content That Garners Valuable Backlinks
It takes incredible content to garner valuable backlinks; there is no question about that. However, you can do the same with your visual content. People love visual content because it is easy to consume, understand and share. People like simple and they want to be informed. Content which meets these three key factors is the most coveted and valuable. Visual content is one of the most critical elements in your marketing strategy because visual assets get far more engagement than written content.
Of course, higher engagement leads to more sharing, which gives you more backlinks. You already know that backlinks are good for business because they help your website rank higher, which leads to more traffic. It’s a great big cycle, and everything feeds off each other. Earned links are the most valuable type of links to have. They are not always the easiest to get, but they are the best. So, how can you create visual content that earns you valuable backlinks? Here are some simple strategies that will put you on the right track.
You’re probably seen enough infographics to last you a lifetime, but they work. It doesn’t matter if you are a graphic designer as long as the information is valuable and accurate. You can put one together for your industry or niche using regularly available tools like Adobe Photoshop or Illustrator. They are user-friendly and there are also many free online tools available. The important thing is that you get it done. When you publish your infographic, you’ll want to use an embed code so people can easily use your piece while giving you the backlink you want. It is also a good idea to upload it to social media platforms and submit it to infographic sites. You can even do a little hustling and reach out to industry authorities you feel may be able to use it.
This is a relatively new term for almost the same thing as above. The only difference is that you create the infographic specifically for someone else’s website and not your own. You approach a site owner with a web authority than you and strike a deal. You will create specifically for them, and they will post the infographic with a contextual link for you as payment. As long as you are seamlessly blending value for the readers and originality, then you will be fine. You’ll also want to ensure that you are using accurate information.
YouTube is the second largest search engine in the world because people love visual content. You don’t have to love standing in front of the camera to create YouTube content that will rank. Most search engine queries return YouTube video results which make sit easy. The type of content you create will depend mainly on your niche. Tutorials are especially popular on YouTube, and if you can tell people how to do something, you’ve got a chance at garnering a top search result. All it takes is some keyword research and some creativity. Whether you produce a personal video or a PowerPoint is of no consequence but creating a great video is bound to get you lots of shares on social media which will also lead to more backlinks.
The success of your infographic, video or PowerPoint will depend largely on the topic you choose. It doesn’t have to be spectacularly designed, but it does need to be well-researched, trending and problem-solving. If your content is trending, its in. If it solves people’s problems, then it’s likely to garner you plenty of valuable backlinks.
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