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Creative Marketing Strategies for Industries That Can’t Use Traditional Paid Advertising Platforms

Frederick Davidson

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Creative Marketing Strategies For Industries That Can'T Use Traditional Paid Advertising Platforms
image by https://unsplash.com/@nicolaiberntsen

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.

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Unofficially Supported SEO Tricks That Can Help Propel Your Website

Frederick Davidson

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Unofficially Supported Seo Tricks That Can Help Propel Your Website
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Nobody knows exactly how Google’s algorithms work or what they consider beyond what Google has revealed. This can make it difficult to say the least to contemplate an effective SEO campaign. The problem is that SEO is the backbone of the internet and it is absolutely vital to the success of any website.

Companies have done correlation studies and extensive research to try to figure out what the key elements are when it comes to Google’s algorithms and they have yielded some surprising results. Some of these results have been found to be much more effective than others. Google seems to have done a better job lately of communicating with the communities involved with SEO and search queries, so they are putting forth an effort. They don’t hesitate when it comes to stating exactly what does and doesn’t work, but they do still have plenty of secrets.

That being said, below are some tactics that do yield very positive results, although Google doesn’t officially support them. Its kind of like when a mom tells their young child they can’t have a cookie before dinner but then leaves the top off the cookie jar and walks into the other room.

Java Script-Injected Canonical Tags

John Mueller of Google stated on Twitter that Google currently only processes the rel-canonical tags on the initially fetched, non-rendered version of a site. Seemingly, that should be the end of it and many people assumed that it was. The thing is that someone was actually smart enough to test the theory with their own website and you may be surprised by what they found. They injected canonicals into multiple pages with the Google Tag Manager. The results showed that Google actually did canonicalize the targets of the JS-injected canonical tags despite their claims. It did take several weeks for the target URLs to be recognized and picked up. However, the more important point here is that you should run your own tests and don’t just assume that what Google says is Gold.

Escaped Fragment Solution

Deprecating the escaped fragment solution has been on the table for Google for a very long time and they have made it public. Google’s official word is that it would no longer be supported as of the second quarter in 2018. John Mueller, who seems to be a large source of information from Google, has revealed that crawling the escaped fragmented versions can’t exactly stop as Google would like it to because of all the links pointing to them. So, despite all of Google’s attempts to move away from the escaped fragmented solution, there is no way to get rid of them completely just yet.

Anchor Link Attributes With Hreflang

There are multiple places these are typically placed. They show up in the head of pages, the response headers or even sitemap files. Supposedly Google does not support these attributes within anchor links. At least, that has been the long-standing word. Again, there was a website who decided to conduct their own testing on this. This client chose not to include the hreflang attributes anywhere except in their anchor links. The results? Thousand of them were picked up as hreflang tags. Not all of the hreflang attributes were picked up in Google’s Search Console, but many of them were. This suggests that Google at least partially supports hreflang attributes in the anchor links. Mueller’s stance on this? He states that Google neither officially nor unofficially endorses the use of hreflang attributes in anchor links. What you do on your site is up to you.

Getting the upper hand on your competition can be difficult, especially since everyone knows exactly what to do, how to do it, when to do it, and so forth. Except, there are a few unofficially support tricks that can boost your website that your competitors might not know. In a race to the top, there is no reason not to use these SEO tricks to promote your website in the SERP rankings.

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