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Therefore, it’s important to diversify and not keep all your optimization eggs in one basket – there’s a good chance that basket is one algorithmic update away from being vaporized.

Relying on a singular strategy is dangerous because that strategy can quickly become obsolete, but it’s also dicey because you run the risk of over-optimizing.

Over-optimization of a specific tactic can signal manipulation to search engines, which can result in devaluations or even manual penalties.

Overuse of a specific link anchor text is a prime example of how you can run into trouble with over-saturation; a natural anchor text distribution features a diverse range of anchor texts.

However, the importance of diversification within SEO extends far beyond anchor text.

Here are some ways you can diversify your SEO efforts to earn visibility and organic traffic.

Diversifying Content Strategies

Content plays an integral role in SEO success, and it’s also an area where diversification is needed most.

Diversity within content starts with the audience – you need to diversify your content to reach all of your audience.

If you only focus on the people who are ready to buy from you, you’re going to miss a significant portion of your audience.

You need to create content that serves all stages of your marketing funnel, not just the bottom.

Your audience has different intents during different stages, and your content needs to match that specific intent to show up in relevant search results.

For example, some of the different types of content you should create to address your entire funnel include:

Top of the Funnel


Blog posts



Industry news coverage

Middle of the Funnel



In-depth resources or guides


Bottom of the Funnel

Case studies

Testimonials and referrals

Vendor comparisons

Product demos


These are some examples of types of content that you can create to address every part of your funnel and all your audience.

To address every stage of your marketing funnel you need to create a variety of content types, but this is not the only reason to diversify content format. Content formatting can play a large role in search visibility and rankings.

When we think of “content,” we typically think of blog posts or written text. However, depending on the intent of a given query, text content may not rank well in the corresponding search results.

Closely examine the SERPs of any keywords or themes you’re targeting to better understand which types of pages Google wants to rank and diversify your content – with video, images, audio, etc. – to match the content formats currently ranking.

In fact, diversifying a single page to include multiple formats will give you the best chance to rank for a variety of queries while also giving readers options for digesting the information.

Offering diverse content formats strengthens a page in terms of search and user experience.

Finally, you need to diversify content topics to extend the topical authority of your website.

Focusing solely on one topic will make a strong connection between your site and that topic, but it could also mean pigeonholing yourself and missing out on other potentially lucrative opportunities.

For example, on our own Page One Power blog, we have discussed link building at length, which makes it easy to rank our pages for link building keywords.

However, this narrow focus has made it difficult to gain visibility as we work to expand our topics into broader SEO practices and philosophies.

It will take time to earn topical authority for these broader subjects, and perhaps a more diverse topic strategy would have served us better.

We’ve adjusted course accordingly, and have plans to build authority on-site relating to more diverse topics.

This is just one example that illustrates the importance of broader market research in informing marketing strategies.

As your company evolves to serve a broader market, your strategies and applications of market research must also evolve.

Diversification within your content will ensure you’re:

Addressing each stage of your marketing funnel.

Positioning your pages to be successful in search.

Expanding your website and brand’s topical authority in the eyes of search engines and visitors alike.

However, content and links are the driving forces in search rankings, and diversification in both of these areas is paramount to SEO success.

Diversifying Link Acquisition Strategies

Diversification within link building is equally important to diversifying content strategies, and it starts with tactics.

Diversifying your link acquisition tactics is especially important because leaning on a single tactic too heavily can quickly approach manipulation.

Essentially, any link building technique can be leveraged appropriately or overused in a spammy way, so you want to diversify your approach to avoid overemphasizing a singular strategy.

A diverse link acquisition plan is more sustainable and future-proof.

You should also diversify the types of link prospects you target.

You want to target relevant websites within your niche, but this doesn’t mean you should target only one specific type of site.

There should still be a wide range of websites to target that are also relevant to your brand or product or service.

For example, an infant care supplies company would be relevant to many mommy blogs, but there would hypothetically be opportunities to target other types of sites such as:

Parenting resources.

Niche-specific directories.

Local community pages.

Medical and health information sites.

Child development and child care websites.

Links from a wide array of websites will signal a natural and authoritative backlink profile to Google.

Finally, you should target a diverse set of pages on your website for links.

Not every page on your site will be link-worthy – so you’ll be forced to diversify to an extent.

That said, you need to make sure you’re securing links to a wide range of pages on your site to ensure you’re capturing as much of your available search opportunity as possible.

Earning links to a diverse group of pages on your site will cultivate a natural link profile and increase the authority and trust of your domain.


Diversification plays a major role in SEO success.

SEO changes and evolves quickly, meaning you’ll want to spread out your marketing eggs into multiple baskets.

A well-rounded, diverse SEO strategy includes:

Diverse content and webpages.

Wide range of topic coverage.

Diverse content formats, including multiple formats on the same page.

Diverse target audiences that cumulatively make up your entire marketing funnel.

Diverse link acquisition strategies.

Diverse link building tactics.

Varying types of link prospects.

Multiple target pages with internal linking to cover potential gaps.

Furthermore, you should work to diversify your entire marketing strategy beyond SEO. Relying on one channel can quickly get you into hot water.

In terms of SEO, this could be one ranking page that suddenly loses visibility due to an algorithmic update, but this issue extends into other marketing channels as well.

It’s always best to diversify the ways you reach your audience and tap into as many channels as possible.

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The Growing Importance Of Virtualization Certification

Any IT professional who’s missed the buzz about virtualization might as well keep his head in the sand.

For the rest of the IT community it’s clear that talk about enterprise server virtualization adoption isn’t a matter of “if,” but “when.” So the question is whether certification in virtualization technology is a must-have.

With vendors like VMware, Citrix and now Microsoft in the virtualization certification game and the job market for IT professionals with virtualization skills sizzling, it would appear that many individuals would stand to benefit from sinking time and money into this specialized training. Red Hat offers Enterprise Linux Virtualization training for Red Hat Certified Technicians (RHCT) or individuals with equivalent knowledge.

What’s clear is that there’s no doubt that getting certified in virtualization technology matters.

“It just matters to some, not to everyone,” says Cushing Anderson, program vice president at IDC.

Fast-rising Market

But where virtualization is relevant to an IT professional’s career — such as storage, server management and PC management — certification can put them ahead of the curve. IDC projects that by 2011 the market for virtualization services will reach about $12 billion.

Silver is on the same page as Anderson when considering a certification in virtualization, noting that it depends on an individual’s career path and where they are on it.

“If you’re looking to get a job or move into a new area, certification can help. But certifications can be a mixed bag because once you’re in the door, employers aren’t as interested in certification versus whether you can do the job,” says Silver.

Jason Martin, vice president services at VMware, says that people who take the VMware Certified Professional (VCP) training should have some hands-on experience with virtualization already.

The vendor reports that it’s seeing a shift in demand for its VMware Certified Professional (VCP) on VMware Infrastructure 3 from the channel community to large enterprises.

“It’s becoming requisite training for IT staff who will install and manage VMware,” Martin says.

In fact, he expects that by year-end more corporate IT professionals than channel partners will pursue VCP education. The VCP allows IT professionals to demonstrate their virtual infrastructure expertise, according to Martin.

Microsoft’s Enters Game

Most recently upping the ante for virtualization experts is Microsoft, with the launch of its new virtualization products. The vendor also announced a road map for certified technical specialists in virtualization.

The vendor will offer four Microsoft Certified Technology Specialist (MCTS) certifications on virtualization, two are which are available now: Microsoft Desktop Optimization Pack, Configuring; and Windows Server 2008 Applications Infrastructure, Configuring. Available later this year will be: Windows Server 2008 Virtualization, Configuring; and System Center Virtual Machine Manager, Configuring.

The four certifications are designed to validate skills on the features and functionality of key Microsoft technology areas such as Window Server 2008: Hyper-V; System Center: Virtual Machine Manager; Terminal Service Virtualization; and, Application Virtualization, according to the company.

Industry experts warn that rather then getting caught up in the virtualization buzz, individuals should only consider undertaking a certification track if they’re interested in managing complex architectures.

“Virtualization is very technical. So while the technology may be hot, only pursue it if it’s your bliss,” says Anderson. “Otherwise, you’ll be a dull employee.”

Eye Tracking Study: The Importance Of Using Google Authorship In Search Results

Authorship Snippets: The “Purple-Cow” of Search Engine Results?

Imagine being in a class, knowing the answer to a question and desperately attempting to be the one chosen to answer.  You wave your hands wildly, make sounds, and maybe even jump up and down in your seat just to draw the teacher’s attention.

Online, consumers are the teachers, and every listing in the search results is a kid desperately trying to get picked first. They want to stand out, much like a purple cow in a field of black and white.

Take a look at the search engine result below:

Testing Assumptions

Many have claimed that authorship snippets earned more attention, but most relied on their gut instinct.

Now, an eye tracking study from LookTracker has confirmed what most suspected: authorship snippets do, in fact, steal more attention than other results. In fact, in-context some of the findings are rather surprising.

How the Study Worked

Using a “point-of-gaze” accuracy of 0.5 degree, LookTracker monitored 15 test subjects as they conducted research for information on computers and tablets. The eye tracking outputs from the study used aggregated test subject data. The study included three different queries: “computer vs. tablet”, “top computer companies” and “tablet reviews”.

The results for the first query, “computer vs. tablet”, looked as follows:

Search result (no eye tracking):

We can see that this result has a good mixture of results to draw the eye: paid, organic, authorship snippets, related searches and even a paid ad with a 5-star visual accompaniment.

Here is the same result, with an eye tracking heat map applied:

On the next query, “top computer companies”, results were similarly compelling. Here’s the result without eye tracking:

The only authorship snippet is buried down in no-mans-land, unlike the previous result where it was within the top 5. How would eye tracking be affected?

How would authorship snippets compete against other visual stimuli like promotional photos?

What Does it All Mean?

It would seem that the hype surrounding authorship snippets is justified:

Top organic results continued to get significant viewership, even without authorship – but importantly, lower-ranked results that implemented authorship were able to draw a disproportionate amount of attention in comparison to surrounding results without it.

Take Advantage: How to Implement Authorship Snippets

How can authors ensure their faces are aligned with information? The once-convoluted process has become much simpler over time:

Ensure that the websites you are publishing on include a byline containing your name on each page where your content is featured. The byline name should match your Google+ name.

Verify authorship using email (if you have an e-mail that uses the same domain as your content) or by linking to your Google+ profile (process shown below via Google)

Every Little Bit Counts

So, are authorship snippets the be-all, end-all of attracting search engine attention?

That said, in a game where eyeballs can equal dollars, authorship snippets have shown themselves to be worthy of a closer look by searchers – and that alone should be reason enough to implement if you haven’t.

Seo In 2013: The Rising Influence Of Authorrank

When considering major trends that will impact SEO in 2013 it’s clear that AuthorRank will play an increasingly important role in marketers’ search and SEO strategies.

PageRank has long been the standard high-level metric used to identify the relative quality of a Web page. There is arguably limited value in using PageRank as a quality metric over the last few years, but it can still be meaningful in conjunction with other quality metrics (i.e. domain authority, page authority, etc.)

In 2013 a new quality metric will take the spotlight when it comes to page quality and search engine ranking. This metric is affectionately known as AuthorRank (or Agent Rank, according to Google’s patent).

Here’s why AuthorRank will help reshape SEO in 2013:

AuthorRank: A Brief Overview

Content quality, as measured by search engines, is no longer based solely on the authority of a domain or Web page. It is increasingly based on the reputation and authority of the individual that authored the content. This reputational score grades authors on the Web and used that grade when ordering natural search engine results.

How is AuthorRank Established?

Leveraging AuthorRank for Search Engine Rankings

There are several ways for marketers to improve AuthorRank on their brand’s website. These include finding authors who already have AuthorRank and building the AuthorRank of those within the organization.

Brands that do not currently have authors with a strong online reputation should conduct author outreach for short-term content. They should also build up the AuthorRank of those within their organization to leverage in the long term.

Author outreach consists of identifying and reaching out to authors that already have authority in the space most relevant to a brand’s industry.

Conducting Google searches for a set of keywords that the brand trying to rank for and looking for rich snippet-enhanced results is a great way to identify authoritative authors in the space. Within those rich-snippet-enhanced results will be a line item indicating how many Google Plus circles the author is included in. That number is a good metric to consider when assessing the writer’s relative AuthorRank value to a brand. Scoring authors based on the number of Google Plus circles they are included in, combined with the number of relevant search queries for which they appear, will provide a prioritized list of potential authors to engage for content marketing opportunities. Connect with those authors and reach out to them to provide fresh content for your brand’s site.

As search marketing and SEO become more content-focused disciplines, marketers in 2013 will need to pay attention to AuthorRank. The days of PageRank’s hold over SEO are numbered. The era of AuthorRank’s dominance of SEO is here.

Seo In 2023: The Best Of Times Or The Worst Of Times?

As I’ve gotten older, I find myself talking more about the “good old days.”

The days before I had any real responsibility.

The days before I had bills or a cell phone, and selfies weren’t even a thing.

The days when we had to walk to school in the snow, uphill, both ways.

Remember that?

Those good old days also extend to search engine optimization (SEO).

For those who have been in the search industry for over a decade, we reminisce about the days when a few keywords in the title tag and $100 worth of directory links put you in Position 1.

The days when search results were simply 10 blue links and if you weren’t first, you were last.

SEO was easy and life was good.

Ah, yes. That was really something.

The ‘Good Old Days’ of SEO

I suppose as we age, it becomes inevitable we look back on the simpler times. But, we aren’t in those days anymore and I’ll be honest, I don’t think that’s a bad thing.

In the so-called good old days of SEO, anyone could call themselves an SEO practitioner.

I mean, the first company I worked for guaranteed rankings and sold SEO programs to sites without websites (and not because we were going to work with them to develop an SEO-friendly site). How can you optimize a site that doesn’t exist?!?

That was just the start of the problem.

SEO became synonymous with “snake oil” and Google had to start issuing penalties to stop us from gaming their algorithm. So it went.

As each year passed and search engines like Dogpile, Altavista, and Lycos dropped off the face of the web, Google got bigger, got smarter, and our jobs got harder.

Here we are in 2023 and that’s no different. Updates happen essentially every day. New search features roll out continuously.

We are now thinking about AI and voice assistants. Heck, even our industry’s own Danny Sullivan has moved to the other side (Google).

Times are certainly changing and our jobs are not getting any easier.

With the good old days of SEO come and gone, does this mean that we are now in the worst of times?

I would say no and I think this tweet from Bill Slawski really captures the why:

SEO isn’t what it used to be and as a result, we have to evolve.

Everyone can no longer be an SEO practitioner.

That doesn’t make it bad. In fact, I’d say it’s forcing us to be marketers instead of just SEO professionals.

Here’s why that’s a good thing.

People Buy Products, Not Search Engines 

When I started in search, our content strategy was to put the target keyword on a page as many times as possible. Sure, the content sounded a little weird but hey, it ranked!

That is no longer the case and I couldn’t be happier.


Because search engines don’t pay the bills. People do.

Good marketers must understand the people who are buying their products.

Good marketers must understand the challenges their customers face and be able to provide them with the information that addresses those challenges.

The Google that exists today is smarter and, as a result, we have to be smarter.

We have to answer the questions our customers are asking.

We have to think beyond a singular keyword and we have to help businesses understand that to perform better in search, they have to perform better as a business.

Keywords Don’t Make You a Brand

Just because you have the right keywords on a page doesn’t mean you are the best option for the customer. It doesn’t mean your site is better, your content is better, or your brand is better.

When I was in college, I majored in Public Relations. I loved the idea of being out there, promoting a brand. I loved the idea of pitching reporters and I dreamt of one day becoming the spokesperson for the New York Knicks.

Now, I’m glad that dream didn’t work out (maybe the Knicks can get above .500 this year) but what has happened in the interim, is Google forced SEO pros to think about the brand as a whole.

How do we acquire links these days?

The agency I work for focuses on:

Getting our clients bylines.

Utilizing existing partnerships.

Generating customer visibility.

Creating great content.

We focus on tactics that not only help build links but help build the strength of the brand.

The cool part is, those PR dreams I had? There’s a lot of overlap now between what SEO pros do and what PR teams do.

I guess I’m sort of living my dream after all.

There’s Life Beyond Google

A few years ago, people started talking about Search Experience Optimization. I hate the term but I love the concept.

Consumers aren’t just searching on Google. We are now asking for referrals on Facebook, using online chat, texting our friends, and spending hours reading reviews.

I’m constantly trying to figure out how people search across platforms and how I can ensure my client is there when they do.

I have to think about the buyer journey, where each location falls in that journey, how to ensure we have the right content for each part of the journey, and even more importantly, I have to figure out how to tie it all together.

To me, this is a good thing. Google is evolving and making it harder for us as humans to rank our sites organically.

Just take a look at this screenshot from Dr. Pete Meyers’ State of Search presentation.

Well, Is it the Best Time or Worst Time? 

I don’t know exactly what the future of SEO has in store but if time has shown us anything, it’s that SEO will only continue to change and we as marketers will once again need to evolve.

Take for example what is already over the horizon: voice search.

If you ask some of the folks out there, we are closer than ever to a screenless ecosystem and how we optimize for that presents an even greater challenge.

That’s exciting!

We are in a time where we are not just watching search evolve but we are watching technology evolve at a rapid rate. It might be challenging but I don’t think I’d want it any other way. 

The good old days may be long gone but we are living in a time of change and that feels pretty good to me.

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What Is The Importance Of Marketing For Businesses? Discover The Undiscovered

blog / Sales and Marketing What is the Importance of Marketing for Businesses? Discover the Undiscovered

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Irrespective of whether you are a business owner or a working professional, there are several critical questions that you should be asking yourself. For example – Are you aware of the needs of your customers? Do you think customers trust your products? Have you observed any of the messages or posts that the customers make about your products and services?

The one word that can answer all these questions is ‘marketing’. The importance of marketing for your business is that it makes the customers aware of your products or services, engages them, and helps them make the buying decision. Furthermore, a marketing plan, a part of your business plan helps in creating and maintaining demand, relevance, reputation, competition, etc. Therefore, as marketing has a pivotal role to play in making your business a huge success, without understanding the importance of marketing, it may be a little difficult to manage and run a profitable business in today’s world.

To understand the importance of marketing for your business and why it is needed, we need to first understand what marketing is.

What is Marketing? Marketing and its Importance for Businesses

In this section, we’ll discuss the importance of marketing for businesses along with the reasons.

Effective consumer engagement: Businesses must engage customers, and herein, marketing proves to be an effective tool. Customers can be engaged by telling them what they do not know and creating good content around your products and services.

Building and maintaining reputation: The reputation of your business depends on how it grows and what its lifespan is. This is where marketing comes across as a way to build the brand equity of businesses. And this happens when the expectations of the customers are met.

Building relationships between customers and business: For any business to grow, it must build a long-lasting relationship with its customers. Marketing is based on demographics, psychographics, and consumer behaviour and therefore, gives an understanding of what customers want.

Boosting sales: Since marketing utilizes different ways to promote products or services, it helps in increasing the likelihood of better sales. Happy customers translate into a company’s brand ambassadors automatically.

Staying relevant: Marketing helps a business to remain relevant to the customers and in its domain. It helps in maintaining good relationships.

Making informed decisions: The basic questions that every business has are around the how’s and why’s of producing products or delivering services. This underscores the importance of marketing for businesses and the fact that it links a business and society.

Types of Marketing

The different types of marketing strategies that you should be aware of are:

B2B Marketing

The term B2B marketing means business-to-business transactions. B2B marketing strategies are used when a company is selling goods or services to some other company.

B2C Marketing C2B Marketing

This is the opposite of B2C and means consumer-to-business marketing. In this type of marketing, the consumer gives goods or services to the company.

C2C Marketing

C2C Marketing refers to consumer-to-consumer marketing. In this, consumers interact with co-consumers when they share a common product or service. An example of this is OfferUp and let go apps.

How Marketing Strategies Lead to Success? Build Your Career in Marketing

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