Businesses need to focus less on the anchor text of their links and more on how they can get those links on pages with strong relevance to the keywords in which they want to rank.

For example, if your business website’s main keyword is “web design.” There are a variety of different link options on pages that are relevant to the website design industry and you can use your business name as anchor text with the same result.

There are a number of places where businesses can find a home for relevant links.

  • Website Directories: Website directories offer specific category relevance. Using the example of a website design company, the business owner would look for categories within the directory that are specific to website design. Companies must make sure that all of the sites listed in that category are related to their specific industry or the link will not be as effective.
  • Other People’s Blogs: Guest blog posts are becoming a popular way to gain authority, build brand identity and garner links that will bring traffic back to your website. It should go without saying that companies should only post on blogs that are relevant to their particular industry.
  • Social Media Mentions: Major search engines now use updates from social networking sites like Twitter and Facebook in their calculation of what’s popular, so businesses should use them to their advantage. However, use relevant keywords in tweets and Facebook updates, as these can be related to the link in the update.
  • Link Requests: When trading links with other webmasters, a great way to get relevant links, ensure that the page that is hosting your business’s link is relevant to your keywords.

Essentially, what a business needs to do is gain links on high authority pages to increase their own authority. When focusing on link location, rather than obsessing over anchor text, the company will increase its website’s authority, build a solid brand reputation, and avoid Google penalties for overuse of keywords.

Digital Marketing; News

Instagram, the photo sharing app owned by Facebook has roll outed a new policy and terms of service following an outcry by users late last year. Instagram tried to institute a policy which would have given them the right to sell users’ photos without payment or notification. The whole fiasco cost the company a lot of users so following the adverse reaction, Instagram has backed tracked and altered this new policy. Instagram says the new version is a roll back of its user agreement to the previous version, with some minor change. The following is Instagram’s new policy:

Instagram does not claim ownership of any Content that you post on or through the Service. Instead, you hereby grant to Instagram a non-exclusive, fully paid and royalty-free, transferable, sub-licensable, worldwide license to use the Content that you post on or through the Service, subject to the Service’s Privacy Policy, available here, including but not limited to sections 3 (“Sharing of Your Information”), 4 (“How We Store Your Information”), and 5 (“Your Choices About Your Information”). You can choose who can view your Content and activities, including your photos, as described in the Privacy Policy.

The policy also points out that Instagram owns the trademark for its logo, page headers, custom graphics and button icons. Here is more from the policy page:

“Instagram Content is protected by copyright, trademark, patent, trade secret and other laws, and, as between you and Instagram. Instagram owns and retains all rights in the Instagram Content and the Service. You will not remove, alter or conceal any copyright, trademark, service mark or other proprietary rights notices incorporated in or accompanying the Instagram Content and you will not reproduce, modify, adapt, prepare derivative works based on, perform, display, publish, distribute, transmit, broadcast, sell, license or otherwise exploit the Instagram Content.”

The photo sharing service takes time to point out in a blog “nothing has changed about your photos’ ownership or who can see them.”  It says that the new policies are designed to make the app more easily integrated with Facebook and to prevent spam.

Digital Marketing; News

Facebook has a new social search feature called Graph Search.  The social media giant says the new feature will allow users to search their friends’ content on the Facebook platform. The tool is meant to provide people the answers to their questions about people, photos, places, and interests.

Graph Search is going to appear as a bigger search bar at the top of each page. Facebook said that when people search the service, that search both determines the set of results you get and serves as a title for the page. “You can edit the title – and in doing so create your own custom view of the content you and your friends have shared on Facebook,” according to Facebook.

The service incorporates various filters such as place type, liked by, and visited by friends to make locating things faster. You can refine search queries with more advance filters to get better answers.

“Our mission is to make the world more open,” said CEO Mark Zuckerberg at the event which was hosted at the Facebook headquarters in Menlo Park, Calif.

The feature unlike Google is a social search tool, not a global web search engine that will allow users to search Facebook’s social graph. It is noted that users can only search content that has already been shared with them.

One example demonstrated was if a user searches for friends who live in San Francisco – it will deliver only friends that fit that search.  There needs to be an exact answer for the search to have results.

People can use the structured search tool to resurface old memories, find people in their network, and uncover connections. Apart from personal use cases, Graph Search can be used for dating and recruiting purposes, which could make the product a potential challenger to LinkedIn and some dating sites that incorporate social network profiles.

Digital Marketing; News
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