How Can I Get People To View My Website?

Getting people to view your website is a vital part of any internet marketing campaign and also an important ORM tactic. A high organic click through rate (CTR) translates into conversions that will boost the company’s client base. While CTR isn’t formally listed as one of Google’s direct algorithmic ranking factors, it does indirectly affect the SERP and helps to determine whether a website will hold its place at the top of the search page.

Reputation Defender’s online brand promotion services include a wide range of strategies that will drive up traffic to your company’s official site. There are multiple reasons why people may be directed to your site, from finding it on a search page, to hearing it mentioned on social media, or seeing your name on a conference flyer.

Here are some of the ways to create buzz around your company site:

Become a Social Media Expert

Official social media profiles are a must for any company interested in developing an online profile. Once these pages are created, use them to generate activity and direct people back to your website.

  • Start with the basics – Facebook, Twitter, LinkedIn and of course Google+.
  • Share articles – It’s important to share blog articles and other brand content.
  • Share pictures – Profiles on Instagram, Flickr, and Pinterest are good places to upload images that can be shared on other pages.
  • Include video content – Post videos to YouTube and share them on social media sites. Use Periscope and Facebook Live to incorporate a live feed to your page.
  • Create content that is innately shareable – Use SlideShare or design infographics that maximize the visual impact of the message.
  • Add links – Make sure there is a website link on all social media profiles.
  • Call to action – Adding these buttons on Facebook and other social platforms will let you direct traffic to a specific action page.
  • Add social sharing buttons on blog articles and website pages – This will encourage people to link to your content on their own pages.
  • Re-share articles – Don’t assume all followers have seen an article after one share. Buffer and Edgar are 2 apps that will automatically re-share content at scheduled times.
  • Do a “Share Exchange” – Reach out to a similar sized account and offer to share their content (including a website link) if they will return the favor. This can open up reach to a whole new audience.
  • Don’t forget about these sites:
  • Quora – Generate material by answering questions that relate to your industry.
  • Reddit – There are a lot of rules against spamming on Reddit but if you take the time to build a profile that’s known for posting genuine and informative content, there can be a big payoff in site traffic. Once you have a following, try showing off your expertise by hosting an AMA (Ask Me Anything) session.
  • Product Hunt – Submit a physical or digital product to Product Hunt’s “list of cool new things”.
  • Lesser known social media – Tumblr, Snapchat, Buzznet, WhatsApp, About.me etc.
Target Your Email Audience

There’s a narrower exposure window but email can still be an important way of gaining regular customers who visit your site often.

  • Email outreach – Send targeted emails about new products on your site and include a link.
  • Embedded link – Put a website link in your email signature.
  • Autoresponder – Add a link and an invitation to find out more on the company website.
Get the Company in the News

If your brand is in the news regularly, people will start to recognize it as an authority.

  • Pitch an interesting new product – Blogs are always looking for good stories. They may be thrilled to learn about something that would interest their audience and you will subsequently gain exposure.
  • Google News – If the site puts out regular updates, you may be able to register it a news source with Google. There are specific content rules here, since Google is resistant to news releases that are basically marketing, but sites that comply will gain a big audience.
  • HARO (Help a Reporter Out) – Sign up to be interviewed as an expert in your industry and link to the article on your website and social profiles.
Convert Offline Contacts

In person, contacts can turn into website traffic when people go online to learn more about your business or product. Here are some ways to make this happen:

  • Business cards – Create a personal or brand business card that includes your company’s website address.
  • Posters – Display the website address prominently in all physical locations.
  • Pass out promotional gifts – Hand out pens, stickers or tote bags bearing the company logo and website.
  • Build a mailing list – Ask face-to-face customers for their email.
  • Network – Attend an industry related conference. Share information about the conference on social media pages and write an article about your experience. You could even offer to sponsor relatable events.
  • Help customers get to know you – Organize a workshop or conference where people can learn more about your product and how to use it.

Generating fresh website traffic will be an ongoing campaign. It begins with generating interest in the brand through genuine content and personal interaction. It is then important to give clear and easy directions to additional information via the company’s website. Use a variety of platforms, as suggested in the list above, to give the company the best chance of connecting with the most people. For more help with building an effective campaign, contact our online marketing experts at Reputation Defender.

UK E-mail: uksales@reputationdefender.com

Tel: (+44) 800 131 0700

US E-mail: support@reputationdefender.com

Tel: (888) 851-9609

What Is Off-Page SEO?

You’ve probably heard the terms “on-page” and “off-page” SEO. On-page SEO is individual page optimization aimed at improving search engine ranking. It includes techniques such as keyword usage, meta-tags and webpage analytics, as well as basic content quality and formatting. Off-page SEO, on the other hand, is a bit harder to pinpoint. Off-page SEO is often associated “with link-building, but it is not only that.” Off-page SEO can include any rank building activity not carried out on or related to the page itself. At Reputation Defender we use many off-page techniques to help make sure the internet is reflecting an accurate and positive image of the client’s brand name.

How SEO Professionals Influence Ranking

Google discloses many direct ranking signals that can automatically improve search results. Of these, keyword usage, language and load speed are on-page factors controlled directly by the administrator, whilst incoming or backlinks are the most important off-page factor. SEO professionals do not just focus on direct ranking signals however; they also employ many indirect methods to add incoming links and boost search results placement. These off-page techniques can include anything from activity carried out elsewhere on the web, to physical location-based networking.

Some Off-Page Techniques and How They Work

Off-page techniques are aimed at increasing interest on your site which will boost organic links, either directly or indirectly.

  • Become a guest writer for other blogs – Anytime you generate content on another domain it can be linked back to your site, however incoming links hosted by a third-party will have added authority. You’ll also gain a new audience that may visit your site regularly and add other links.
  • Build Relationships – Guest blogging will be more effective if it’s reciprocal. Offer to host another author or share their content in return for a slot on their site.
  • Co-occurrence and co-citation – If a page mentions your brand in connection with an important keyword, Google will associate them and this will help to raise the site’s ranking for that term. This can also occur as a citation when an article mentions both your site and another that is more authoritative in your industry.
  • Interact with your audience – Figure out the brand’s target audience and then a devise a way to connect with these people. Social media pages are a prime example. Follower feedback will let you know what clients are looking for and help you design content that serves their needs. Encouraging followers to share your pages will directly add to incoming links.
  • Add value to the discussion – Share your expertise with clients in ways that will really help them. Reddit is an excellent site for going beyond marketing and posting in-depth content on topics that really matter to people. It may take longer to gain a following in this way but genuinely good content is more likely to attract long-term clients who read, share and link-to your content.
  • Advertising – Basic, old-fashioned advertising is actually an off-page SEO technique. If you don’t let people know about your brand, they won’t be able to look you up online. This can take the form of flyers, billboards, business cards etc. Make sure the website is listed in large letters with a tag directing clients online for more information.
Don’t Forget On-Page SEO

Off-page SEO won’t work unless you’ve already put work into optimizing the sites internal pages and ensuring quality content. It’s important to interlink target SEO pages according to hierarchy so that incoming links to the homepage will transfer SEO throughout the entire site. Pages that are visually striking and contain quality readable content with appropriate keywords will also be more likely to attract organic links and mentions. For more on on-page and off-page SEO, talk to the experts at Reputation Defender.

UK E-mail: uksales@reputationdefender.com

Tel: (+44) 800 131 0700

US E-mail: support@reputationdefender.com

Tel: (888) 851-9609

Blogging Advice from the Experts

Online blogging is a good way for young journalists to develop their skill and gather a following of readers. However, there are some pitfalls to avoid. The chances of being sued for an internet journal with a few followers is low, but, all the same, anything published online is open to scrutiny. Even an obscure blogger is subject to the same laws as any other writer. If you go on to develop a high-profile career, someone could track down your college blog and use it to damage your reputation.

At Reputation Defender, we encourage our clients to draw attention to their brand via blog articles. However, a blogging error can cause legal issues and create a scandal – the opposite of the desired effect.

Continue reading for some of the latest advice from legal experts and industry professionals.

  • Stealing is stealing – Roni Loren is a bestselling US romance writer who keeps a regular blog. In 2014, she was sued for using a copyrighted picture from Google images. Like many bloggers, she regularly used internet images and included a disclaimer making it clear she didn’t take credit and would take the images down upon request. When contacted by the author of a copyrighted picture, she immediately removed it, but this didn’t stop her from being sued for compensation. Loren has moved past the issue and now has an impeccable search engine result page. Based on her own experience, she recommends bloggers avoid taking public images unless they clearly have a Creative Commons-license or are part of the public domain. When in doubt, use your own pictures or purchase images from stock photos.
  • Avoid defamation – Defamation and libeling is something we deal with a lot at Reputation Defender. Done with malicious intent, it can seriously damage someone’s reputation, but, just like Roni Loren, bloggers won’t necessarily be judged on their intent. Tom Felle, a former journalist and lecturer at City University in London, cautions students that they are “still subject to the defamation act when writing online”. Forceful language about a person or issue can easily cross the line and be interpreted as defamation. According to UK law, if someone sues you it will be up to you to prove that what you said was justifiable, so it’s easier to avoid making statements you can’t back up.
  • Separate factual statements from opinions – Claire de Than, Senior lecturer at City University law school points out that “bloggers often have the defense of an honest opinion” but this only applies if they “make it clear” when they are talking about real events and when they are making a personal judgement. On a professional blog, it’s best to avoid controversial issues as much as possible, but if you feel a strong need to express your feelings, phrases like “I believe,” “I think, ”or “it seems clear to me” will signal that you’re about to draw a subjective conclusion.
  • Get the facts straight – Of course, none of this will matter if you don’t get the facts right in the first place. Alex Veeneman is the managing editor of Kettlemag; an online platform that publishes the work of student writers. He tells his students, “It’s better to be right than first”. Stick to reliable sources that can be corroborated. If you break a juicy story and it turns out later to be false, this will hurt your credibility and ultimately tarnish your reputation.

If you follow this advice, you’ll find blog articles are a great way to manage your reputation and build your skill as a writer.

How to manage the online reputation of bakers and confectioners

Even though bakers and confectioners don’t have a massive presence on the Internet yet, online marketing is an alternative for them to promote their products, improve the positioning of their brand or increase their sales gradually. With the advent of the internet and the possibilities it brings, there are still many companies that don’t actively use it to their advantage. Confectioners and bakers are no exceptions, particularly in small to medium businesses where daily tasks and a limited staff make impresarios put aside topics that they don’t see as a priority.

To this, we could add an “aura of mystery” that has traditionally surrounded said field, in which bakers and confectioners aim to protect their recipes, their tips, and their secret ingredients. That’s why it seems unthinkable to post in social media a video in which the step-by-step process of a recipe is shown to make the most famous cake of a store or to upload the photo of an artisan bread along with the baking technique that was used to create it.

However, that situation has started to change, particularly in the United States and Europe, where the tendency is to promote and spread the “culture of bread”, in order to get the consumer to learn about bread and value a quality product. In this process, online marketing has turned into a strategically.

Contemporary bakers understand the importance of social media, they organize free courses that they promote through their blogs, they post their recipes and upload photos of what they’re baking. This is a way of generating trust in their customers because they’re saying “this is who I am, and this is my bread”.

The goal

Just like traditional marketing, virtual marketing wants potential customers to know the products or services of a company and understand how they can solve their problems or satisfy their desires. Thanks to that strategy, in time they end up becoming customers themselves.

In order to do so, a series of tools can be used that go from the corporate website accompanied by blogs, social networks, and mailing actions, up until page ads and search engine positioning, among others.

The great advantage is in the fact that presence of this type of channels usually does not imply a big investment and the greatest cost is the time that must be dedicated to this. However, for this to work, it’s necessary to define a work plan adjusted to the needs of the field and the business in particular. None of the tools available on the web would be useful without a well-defined and effective strategy.

Image courtesy of WorldSkills UK at Flickr.com
Image courtesy of WorldSkills UK at Flickr.com

The tools

In any case, the effectiveness of applied strategies depends on meeting the proposed goals. Just as it happens in traditional marketing, online marketing aims to draw the attention of the customers for them to become interested in knowing the company and, in time, acquire its products or services. A few alternatives are the following:

  • The company’s website: In certain cases, this tool is the basis of the entire strategy since through it, customers can get to know products or services, interact with the company, send suggestions, ask questions and acquire the items that they’re looking for in an online store. To do this it’s necessary to have a website which is manageable and interactive, where the user can have a pleasant experience and obtain answers in a timely manner.
  • Blog: In order to succeed, it will be necessary to create quality content and update the blog with a certain frequency. In this sense, you have to be innovative, provide interesting information and listen to your followers. It’s important to provide new contents periodically as well as secrets and tricks. That way you’ll  earn the trust and loyalty of the readers.
  • Social media: If the strategy is centered around social media, it will be important to know, for instance, that it’s not advisable to post the exact same information on Facebook and Twitter, and that each one of those sites is visited by people with different interests.

Bakers should be honest in social media since that is the key to success. Even though many people are still a little afraid of the internet, others show their followers the types of bread they make and how they make them. But it’s not okay to bake frozen bread and tell your followers that it was made in a wood-fired oven. Those sorts of trickeries are always discovered.

  • Email: It still plays a fundamental role in online marketing strategies. It’s perfect, not just to spread information about discounts and news, but to create customer loyalty as well. The most important thing when it comes to sending information to a large audience is to get companies to have their own databases, provided voluntarily by their customers.
  • Community managers: Even though the help of a person is not always required, their presence is necessary when the company decides to create and sustain stable relationships with their customers, their followers and, in general, the users who are interested in the brand. They will be responsible for creating attractive, high-quality contents for social networks, updating the corporate blog, defining the best schedules to post, monitoring the performance of the posts that they publish, creating stable and long-lasting relationships with followers and identifying if, at any given moment, an online reputation crisis arises.

Related content: Read Reputation Defender’s “The keys to online reputation in the field of leisure and tourism”

The Unhealthiest Reputation of Genetically Modified Organisms (GMOs)

Every age has its values and taboos. In our time, one of the values that we all aspire to achieve is a healthy life, with all the elements involved. Exercise, breathing fresh air, enough sleep, drinking plenty of water and, of course, eating healthy food, are some of the activities that all people recommend that seem to be morally binding behaviors.

On the contrary, everything that has negative effects on health (scientifically proven or not), belongs to the anti-paradigm that a large majority of global society seeks to avoid at all costs. A good example of this is the case of Genetically Modified Organisms (GMOs), especially plant foods: fruits and vegetables. It is no secret that the bad press has been commissioned to create and spread the worst reputation online about these products, even without bringing up what GMOs producing companies have to say about it.

Genetically Modified Organisms (or GMOs), also known as “transgenic organisms” are basically living organisms whose genetic structure has been altered in laboratories and through artificial selections. As the etymology of its name indicates, these organisms are produced by passing genes (“Trans + Genic”) from one species to another through artificial methods. These alterations are the result of tremendous advances in genetic engineering, and they include the modification of animals (fish with fluorescent genes, cats, and dogs that do not cause allergies, etc.), bacteria, fungi and, of course, plants. The food industry has taken advantage from these developments to produce vegetables and larger durable fruits, resistant to extreme climates, to herbicides and pests.

In the late seventies and early eighties, scientists announced the success of the first results, and thus the good prognoses for the future. A great progress for the pharmaceutical, textile, military and food industries, among others, were some of the arguments offered to the bewildered audience of those days. However, despite all the efforts to defend the positive results of this branch of science, the arguments against them are more relevant in online searches, blogs, newspapers and magazines headlines and social media. Why does this happen?

Image courtesy of Chiot's Run at Flickr.com
Image courtesy of Chiot’s Run at Flickr.com

The main reasons against GMOs are usually the same. First off, health. Many claim that there is a direct relationship between the increase of some diseases such as cancer, autoimmune imbalances, allergies and antibiotic resistance with the consumption of genetically modified foods. In second place, because the pesticides and herbicides used in their production, negatively affect the population of bees, and it produces extremely harmful effects on the rest of the food chain and the environment in general. On the other hand, the critics of GMOs argue that the production of such food does not contribute to the reduction of hunger in the world. One cause of this is that the nutritional value of these products is much lower than that of organic foods.

Finally, one of the great arguments of GMOs opponents is the making of seeds that do not allow the reproduction of plants. Companies like Monsanto have created GM seeds that produce only one generation of plants, and can’t be reproduced. It significantly affects the way of life of farmers around the world, not only because they are legally pursued by sowing patented seeds by large corporations, but because they are forced to buy the seeds that these companies produce.

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Besides, the persecution and censorship of journalists and scientists who dare to denounce publicly the dangers of these genetic alterations are also a reason that makes this industry even more suspicious to Conspiracy Theorists.

But the truth is that almost no one pays attention to the arguments in favor. Internet users are very enthusiastic for information about what they can’t eat, and almost never consider the two versions of the story. Of course, it greatly affects the online reputation of GMOs companies.

Proponents of these scientific developments also have their arguments. One of them is that even though some rats and other animals get sick and die after being subjected to experiments with genetically modified foods, the human body has different reactions. Precisely, what is sought is to create non-toxic food for humans and this is only achieved after a long way at the lab. On the other hand, the general consensus of the scientific community says that there is really no conclusive evidence showing the damage to human health and the environment that both denounce critics. However, it is interesting that people generally believe science only regarding the truths they find convenient. Many doctors say that the increase of cancer in the world’s population depends more on the preparation of meals, air and water pollution and psychosomatic issues like stress than on the consumption of genetically modified foods. In fact, there are thousands of cancer patients who only eat organic food. And yet, the press seems to give priority to the scariest voices.

Recommended: Do GMOs and Monsanto Deserve Their Villainous Reputations?

Regardless of who is right, it is a fact that the bad reputation of this industry produces an economic impact. The obligation of many governments to warn consumers about genetic modification in the products they find in supermarkets, the banning of many countries and adverse media campaigns make consumers stop buying millions of products, which, in fact, end in the trash.

This type of industry suffers the consequences of a tyranny of the healthy life. If companies that depend on the production of GMOs do not work seriously in the Online Reputation Management of their products and educate the population on this matter, they will continue to experience financial problems that can lead to bankruptcy.