5 B2B Content Marketing Rules You Should Break

5 B2B Content Marketing Rules You Should Break

The marketing revolution provided thrust to press on B2B marketers to remold their strategies from classic to contemporary. Through this, we have conceived content marketing – a marketing strategy that engages on acquiring and retaining customer through media sharing and content publishing.

Nevertheless, as we invented it we’ve been tucked on a set of rules from diverse sources. As these rules progresses, it became norms. Now, we are on a debate whether these rules’ credibility is valid. So, here are the top 5 B2B content marketing rules you should start breaking:

Rule to break #1: Set SEO as the focal point of your content

Don’t always focus on making your content search optimized because you will end up overusing keywords. Google uses a more sophisticated search algorithm which evaluates every web contents semantically. So, technically, it’s pointless to defile the content with so much keyword. Keyword stuffing can also make your content boring and unreadable to potential customer.

Write for your reader first, then for SEO and lastly for the product. Always aim to grab the interest of the reader first and work on other essential items in the latter.

Rule to break #2: Make only website contents that focus on your products

Good contents are customer-centric. Don’t always highlight what you have, but on what the customer can benefit from you have. What makes B2B content marketing effective is to determine how to establish a good linkage between the content and the product, at the same time stimulating the attention of the reader.

Rule to break #3: Do volume posting, constantly

In content marketing the bottom line is always quality over quantity. If you focus too much on the number of your contents you will compromise its value. It doesn’t matter if your posting pattern is less frequent than your competitors’, as long as you ensure that your contents kindle customer’s interest and addresses their needs.

Rule to break #4: Make a steady-state marketing plan

Everything in this world is in constant state of uncertainty. An effective marketing strategy today can be useless tomorrow. In modern marketing, you have to be prepared for an unknown aspect that may cause intervention to your business anytime. Devise your marketing plan to adapt to changing environment. Set a keen observation on latest trends and extract benefits from it, at the same time, defy its negative impact.

Rule to break #5: Engage to all social platforms 

While you wanted to make an increase in your social exposure, it is very important to understand that not all social platforms are relevant to your customer and products. Learn how to maximize B2B lead generation thru social media. LinkedIn  generally generates more marketing leads than any social platforms. But this is not true all the time; it depends on your business’ nature and the targeted market segment.

Marketers should understand that unless there’s a deviance from the norms, we will never achieve progress. Rules are made to guide, not control. Don’t be afraid to break a few rules if that’s the only way to find a better marketing path.

Source:    http://www.business2community.com/content-marketing/5-b2b-content-marketing-rules-break-0972214#!bC1Kab

 

Amplify, Diversify, Simplify: How to Up your B2B Content Marketing Game

Amplify, Diversify, Simplify- How to Up your B2B Content Marketing Game

To some, human relationships are strictly utilitarian in that one member is bound to be useful to another. This best describes the B2B marketing arena, where the structure doesn’t follow a give-and-take scheme but adheres to a system of cooperation.

But we shouldn’t always settle with this fact. There exist semblances of animal competition, especially in such endeavors as content marketing.

The relevance of this fact directs us to an important necessity in content marketing, and that is to improve and develop existing strategies to win the battle for audience share and ROI.

With these considerations, we shall now explore a few reminders on intensifying your content campaign and eventually increase lead generation.

Amplify. Considering that human relationships take on competitive and cooperative visages, we may find that the latter has a profound bearing on survival. We aren’t tasked to explore Darwinism further, but such an observation helps in forging content-strong B2B lead generation. It is just a matter of widening your market reach by allying with influencers. Through sites like Facebook and LinkedIn, you will be able to encounter individuals and groups that can benefit from the products and services you offer. In turn, they may create a network of referrals that can serve as an effective origin for additional prospects.

Diversify. The modern marketer is lucky to have multiple platforms at his or her disposal. And it is imperatives that each platform has to be utilized to its fullest potential. Social media is perhaps the most efficient medium through which you can market your products and services to a broader audience. But marketers should go beyond setting social profiles. Blogs and an online video-based campaign are also good at directing attention towards your company.

Simplify. Putting a lot of effort into your campaign can get you a long way. But, adding too much details and singling out the good stuff constitute counter-effective measures that only entail a waste of time and money. While the goal is to amplify your reach through a diverse array of communication channels, it is equally important that you make your campaign stand out by being consistently relevant. What this means is that you need to offer innovations and present them in a way that goads the consumers’ sense of immediacy and necessity.

In B2B content marketing, it pays to have a good sense of knowing how your industry works. But while competition is the main driving force for company growth, it takes a sense of overwhelming determination to drive your resources and strategies towards realizing goals.

Source: http://www.ronsela.com/content-marketing-reach/

B2B Marketing Trends for 2015

b2b marketing trends

 

Today, the landscape of B2B market is in constant state of flux, making it crucial to keep track on the significant shifts of trends every day. But merely identifying these trends isn’t enough; marketers should identify which will give opportunity or threat to the business. And eventually find ways to maximize the opportunities and neutralize the threats.

We’re about to enter the 4th quarter of 2014, and 2015 is under way. Marketers should already start drafting their marketing plan that can adopt to 2015’s marketing matrix. In laying the foundation for their 2015 marketing strategy here are the trends to be considered.

Micro targeting
Marketers should focus on designing marketing strategies for small but are comparatively profitable subsets of the market. They should divide the target market into smaller segments with different needs and preferences. The marketing messages should be designed based on every segment’s attributes to emphasize the benefits of the product. Rather than the one-fits-all marketing, this approach is a lot more efficient because it allows marketers to deliver the right product with the right features to a certain segment that needs it.

Mobile Dominance
Global Smartphone use will reach 2 billion by 2015. This is the challenge to B2B marketers, to give a different digital experience to its target businesses. Of course inside every business are individuals who, outside their work, are consumers hoping for an improved digital experience. Marketers should start focusing on the mobile-optimization of their resources, especially websites.

Automated marketing
Then, we rely on manual calculation using historical data to project marketing direction. Now, we have integrated traditional marketing activities like customer management, email marketing, content management, search engine optimization, lead generation into holistic tools to intensify marketing efforts. B2B industry has lead to the usage of marketing automation tools. Such advancement increased lead conversion rates by more than 50%.

Quality Content
Marketers will become writers and publishers. More than their purpose of selling their product, they should also focus on the quality of their published contents. Aside from the grammatical value of the content, marketers should also focus on how compelling the content is to the reader.

More marketing trends will hit the mainstream culture of 2015, from marketing technology trends, evolving business structures, changing customer behavior, and a lot more aspects of B2B marketing. The market will keep on reshaping based on these ever-shifting trends. Marketers should use logical approaches partnered with innovative ideas to predict future movements of trends.

 

Source: http://blog.visual.ly/five-b2b-marketing-trends-2015/

The Greatest Marketing Strategy Question: Inbound or Outbound?

Inbound Outbound Marketing

Marketing strategies are interesting. The fact that drafting an approach is a volatile task allows for a variety of options that B2B telemarketing companies could follow. There is simply no linear formula to follow as there are two vital forms of marketing which you can pursue, inbound and outbound.

For a campaign to earn its success, it is important for a business decision-maker to know which method would prove the best. Would you use the inbound techniques in SEO and social media, or would you put more focus on the outbound methods of traditional advertising, direct mail and phone calls?

The following considerations will guide you in creating a successful marketing plan:

Cost Efficiency. Gauging the success of a campaign should also be reflected in the ROI. And profitability is too dear to lose. Nowadays, companies are making great strides by engaging communities through blogging and social media platforms such as Facebook and LinkedIn for lesser costs compared to using traditional media. And once you have established an online presence, customers may contact you for more information on your offers.

Content Engagement. Once you get your message to your audience, there is no telling how well the message is absorbed. Both inbound and outbound marketing suffer such uncertainties, rendering ROI forecasts difficult if not ambiguous. With this in mind, you would have to churn out quality content. Whether designing an engaging blog or starting a direct mail campaign, one must not neglect that content is relative to sales volume.

Market Diversity. The challenges faced by B2B and B2C marketing lies in the diversity of business prospects. The reality is that there are as many kinds of consumers as there are marketing strategies. And it does a great service to know your targets well. In this respect, businesses must attend to pertinent data on their target demographic. It is easy to assume that tech-savvy individuals who spend a large slice of their daily time blogging and accessing their social media accounts can be easy pickings for quality online content. But then again, one should also consider people who are less exposed to inbound messages. For this, PR activities and trade shows can be employed to reach out to a wider audience.

We can see that inbound and outbound marketing seem to oppose each other. But in many cases, they go hand in hand. Businesses must make use of the advantages of both methods in order to expand their reach.

For example, a business may send direct mails containing links to the enterprise’s blogsite and social media pages. Freebies and discounts can be offered once the recipient agrees to subscribe to a regular newsletter or supply contact information for potential offerings.

Integrating the two will prove to be indispensable in translating marketing leads into actual sales.

Qualities of an Effective Inside Sales Team

Qualities of an Effective Inside Sales Team

Take it from the experts: successful telemarketingendeavors are not the result of overnight call script brainstorming. Real conversions are possible through inside sales representatives with only the best qualities.

You certainly wouldn’t find the right formula within the pages of Reader’s Digest issues in order to become a rock star sales rep.

We shouldn’t go far looking for the answers because, well, they are already out there in the open.

Informed. Your targets may adhere to a preferred schedule to receive calls. Knowing about such minute details as office hours can guide you from lead engagement to conversion.

Considerate. There is always that general rule to follow: Don’t call on Mondays. You might as well ask why, but many experienced sales teams would prefer to make calls on Wednesdays and Thursdays. Thus, if you are not sure about the first tip, plan your cold calls for the middle of the week.

Alert. Like guardsmen atop watchtowers, telemarketers are always at their feet, always eager for action. When they see a rare opportunity, they hunt it down. The same instincts shall also describe the way telemarketers contact leads. Calling within five minutes of grabbing hold of a lead is a demonstration of this vigilance.

Uses the Appropriate Technology. There is no guarantee that 100 percent of the calls you make will be answered. In many cases, the recipients hang up on numbers with a different area code. Fortunately for this, there exists software that can sync your number with the area code of your lead, thereby increasing the prospect of a sealed purchase.

Persistent. The world of both B2B and B2C telemarketing is fraught with challenges that can send a neophyte back to school. And rejection is like a leather boot kick to the groin. But get your hopes up. While getting rejected once or twice is a big blow to the ego, six attempts are enough in the pursuit of sales leads.

Understanding. Being aggressive can take you places, and hopefully not an early grave. Thus, it is ideal that calls are made during certain times of the day, preferably before periods of rest. Here’s a tip: Try calling between 8 to 9 in morning, and 4 to 5 in the afternoon.

These comprise the qualities of a successful telemarketing team. And teaching these to the next batch of recruits can guarantee an efficient growth of conversion rates and scheduled sales appointments.

Source: 7 Inside Sales Tips Based on Research

Telesales and Telemarketing: Essentially Same, Technically Different

Telesales and Telemarketing: Essentially Same, Technically Different

Telesales and telemarketing are both products of marketing innovation that are designed to increase company profit using modern forms of channels – telephone, email, social media, etc.

Both schemes are often used interchangeably because they share common marketing contexts, nevertheless to distinguish the difference between the two is important. Though both may have a thin line between each other as they have one general aim, that is lead generation, telemarketing carries a more comprehensive and broader function. Telesales, on the other hand, is designed for a certain focal point.

The main functions of telemarketing are product awareness and lead generation. This is done through direct conversation, via telephone or other modern channels, with target market.  Basically, the main activities of telemarketing are:

  • Set appointments
  • Promote events
  • Generate marketing leads
  • Market research
  • Poll and survey
  • Collect feedbacks
  • Retain customers

These functions compose the survival kit that will aid every company in lead generation for marketing successes. Moreover, the most important role of telemarketing is to identify income-generating opportunities from the generated marketing leads.

Telesales however, is more focused on a single subject. It, unlike telemarketing, aims to directly convert the generated leads into sales. By principle, telesales gathers the potential income-generating leads from telemarketing or other channels and converts it into sales by outbound calling.

Technically, the process starts with telemarketing collecting the leads, then telesales will filter these lead and generate sales out of it:

  • Telemarketing – lead generation
  • Telesales – lead conversion (into sales)

For example, an online shop wants to pursue a customer who previously subscribed to their monthly newsletter. Telemarketing will conduct follow up activities, like setting webinars or appointments, to have a grasp on this potential leads. Then, telesales will quickly turn this leads into sales by offering and encouraging the potential customer to avail their products and services. In the reality, the interactions between the two is more complex and progresses thru a variety of channels. The key to a solid telemarketing is tailored programs, tactics, timeframes, and finances. This will escort quality lead generation making telesales’ lead conversion easy and seamless.

Telesales and telemarketing work as complementary elements to each other. A telesales campaign that does not use an efficient and effective telemarketing lead generation will result to low sales conversion of leads. And a telemarketing lead generation campaign is useless unless telesales can be able to convert these leads into sales.

Source:  What’s The Difference between Telemarketing and Telesales?

 

What a Concept! Slices of Life and Marketing Wisdom from Robin Williams

Robin Williams

He could be anyone you wish him to be. But he was always good at what he loved: entertaining people.

For most of his career, Robin Williams was a man of many faces who gave us every reason to love and laugh at life.

Whether he was an air force radio DJ, an idealistic literature professor, an old, blunt Scottish nanny, or a wax replica of a rough riding US president, he always had something to say on issues that challenge our ability to smile. We can be sure that even the world of B2B marketing is fraught with these issues.

Take heed of these legendary words.

“Boys, you must strive to find your own voice, because the longer you wait to begin the less likely you are to find it at all.”

Perhaps, one of Robin Williams’ most compelling characters is that of an English teacher who rouses his students to break free from their ascetic chains. Everyone experiences feeling pressured by competition among other factors. But it takes a high amount of persistence and hard work to discover that inner vibe that makes uniqueness a driving force for success.

“I know size can be daunting… But don’t be afraid…”

Playing a romantic mentor of a tap-dancing penguin, Williams teaches us that indeed size doesn’t matter. Being a kid or a small business, it can be difficult to express yourself. But you can always find something within you that can break the ice. It can be as simple as a tap of the toes or a well-constructed social media campaign.

“Reality… What a concept.”

Before breaking out, Williams made rounds in San Francisco comedy bars. His uncanny improvisational skills and stage presence won him a Grammy Award for a musical record and numerous deals to appear in television sitcoms and films. That’s the reality that people, inside sales reps included, go through. The main concept of it all is growth. You start off with shaky feet. But if you’re determined enough, you’ll end up getting surprised by the results.

“To be acknowledged for who and what I am, no more, no less. Not for acclaim, not for approval, but, the simple truth of that recognition.”

Life is hard, and even robot butlers can declare that, especially when it comes to struggling with identity. The Bicentennial Man was correct that existence isn’t all about having prefixes tied to your name or constructing an eye-catching blog or making an effective branding campaign. As long as you are consistent and true to yourself, your name stay in consumer sentiments for as long as 200 years.

Such immortal quotes are the reasons that enduring legends are made. We only hope that my captain, your captain, our captain, would enjoy every second conjuring punch lines in Neverland, where the young never grow old.

 

4 Alternative Ways to Drive Traffic to your Site (aside from Blogging)

Alternative Ways  to Drive Traffic to your Site (aside from Blogging)

There’s a truth that every online content marketer has to face: you can’t depend on blogging all the time. There has to be a buffer between blog articles every now and then to relieve your writers off of their workload, and it also offers new things for readers to see aside from text-based posts.

But it needs to be not just a buffer – it also needs to be able to bring traffic to your lead generation sites and landing pages. Meaning, it has to be insightful enough for prospects to treat it the way they treat blog articles, and it should bring them to the same lead generation funnel.

Here are four alternatives to blogging that you can use as suggested by Jayson Demers, Founder and CEO of AudienceBloom, a Seattle-based content marketing company:

1. Design an infographic. Well-produced infographics often have a higher probability of going viral than text-based content, as people enjoy sharing data portrayed in a visual format.

Whatever path you choose, make sure your infographic has compelling data, provides a strong storytelling element (or theme) and targets a specific demographic (usually your audience). Conducting customer surveys is a popular method of gathering data for infographics.

2. Produce a YouTube video. YouTube is the second most popular search engine next to Google. It’s also owned by Google, and Google gives priority to its videos within search results. You can shoot a short video (one to three minutes) with your iPhone, upload it to YouTube and promote it across your social media channels.

Keep in mind, just like infographics, your video should be compelling and useful to your audience. Think about producing tutorials, a customer success story or be an expert in your field by answering a question.

3. Create a slideshow. Because images are so popular online and they get indexed by search engines, slideshows are great for SEO. And they don’t require much writing — a title and a brief description for each image.

It is important to note that for slideshows to really resonate with your audience the content has to lend itself to images. So a post on “10 most popular buzzwords” probably would not make sense for this format.

4. Request reviews. Rather than writing content, how about getting your customers to write content for you? User-generated content is a fantastic tool for SEO and all you have to do is ask for it. Plus, it may help with social, as people like to share their content with their followers. You can publish feedback on a testimonials web page, and if you run an ecommerce site, you can ask for product reviews.

Source: Bring Traffic to Your Site With These 4 Blogging Alternatives

Be a successful B2B Blogger: 7 Principles to digest

 

Be a successful B2B Blogger- 7 Principles to digestBuilding a blog is easy. Being successful at it is not.

But what makes a blog successful? In the world of B2B lead generation, successful blogging means generating traffic – not just any traffic, but ones that eventually turn into sales opportunities. In short, a blog should be able to attract the right kind of people, with the right intentions.

Consider this excerpt from a post by Eric Siu, CEO of a San Fransisco-based digital marketing firm. He breaks down 7 principles every B2B blogger should take in by heart in order to be successful:

1. Posting frequency matters, but not as much as persistence. It’s no secret that the more quality content you publish on your blog, the faster it will grow. However, there’s something that’s significantly more important than your blog’s posting frequency — persistence.

Building a blog is not easy, and requires a huge amount of effort to reach a tipping point. All of the blogs analyzed persisted with a high posting frequency over a long period of time.

2. Know the 20 percent that drives 80 percent of your results. In the context of blogging, 80 percent of your traffic will usually comes from 20 percent of your content. Eighty percent of your profits usually comes from 20 percent of your products or advertisers, and so on.

The blogs that grew the fastest leveraged this phenomenon and used it to become more effective.

3. The importance of good timing and owning a niche. It would be very difficult to build a social media and technology blog as successful as Mashable starting today. Many of the most successful blogs we know of today are successful in large part thanks to their timing.

Timing plays a key role in the equation of success, and it’s evident when we look at the most successful blogs of today.

4. Over the long run, useful content usually beats viral content. You might think from reading web-marketing blogs that viral content is the be all and end all of digital marketing. Over the long run, though, useful content usually outperforms viral content.

When analyzing the highest traffic and most-linked to pages on successful blogs, it became clear that very rarely were the most successful articles viral hits.

5. Building traffic takes time, but this time can be reduced with planning. Building a high-traffic blog requires time, but this time can be reduced with careful planning. Careful planning can be the difference between reaching a million visitors in six months or 60 months. By knowing specifically how you intend to reach your goals, you maximize the likelihood of hitting them.

6. Utilize the power of compounding. The flywheel is a huge heavy metal disc that takes a tremendous amount of energy to turn. After weeks and months of pushing the flywheel it finally reaches a point where it spins faster and faster under its own weight. The flywheel is a great analogy of how building a blog works.

What this is really referring to is the power of compounding. Building a successful blog takes a tremendous amount of effort, but over time, the amount of effort required to keep it growing, negotiate deals and drive revenue, decreases.

7. Using stakes to overcome the emotional challenges. Growing a blog is an emotional challenge that requires will, passion and persistence. Successful bloggers need a driving force that keeps them persisting through the hard times.

Read the full post at The 7 Principles of Launching a Super Successful Blog

Online Business Reviews- Why Yelp may not be as helpful as everyone thinks

Online Business Reviews: Why Yelp may not be as helpful as everyone thinks

Online Business Reviews- Why Yelp may not be as helpful as everyone thinks

The established fact is that online review sites rarely cover both sides of a story. It basically only hosts the sentiments of customers regarding the services or products they’ve paid for. That alone is already an imbalance. But there’s more to why people shouldn’t put all their faith on websites like Yelp.

Part of business marketer’s job is to maintain the reputation of a brand or company. That objective sometimes extend to unwarranted means, such as fraudulent review activities, which altogether defeat the very purpose of online review sites.

Yelp is not entirely useless, though. It does strive to ensure the validity of its content, but there really isn’t a surefire way to distinguish bogus reviews, especially those which effectively imitate the logic and feel of genuine feedback.

Counter-negative reviews

The operation is simple: marketers create dummy accounts for the sole purpose of posting fair-to-positive reviews for their own business. This is to ‘offset’ the negative reviews that pull down the brand’s reputation among the site visitors, especially to those who take reviews seriously.

The challenge there would be to come up with an approach that would not sound too patronizing, but also positive enough to pull weight. Also, since Yelp now investigates the authenticity of profiles being used to post reviews, marketers are being extra careful in backing themselves with inconspicuous information.

Filtered reviews?

According to Christi Tasker, Online Social Media Marketing Consultant and Strategist, Yelp chooses which reviews to filter.

Your business might have 117 logged reviews on the site. Only 19 of them show up and Yelp picks them, leaving you to wonder how they reached the decision,” says Christi in a blog post as Social Media Today.

She adds: “Yelp chooses reviews based on one thing alone: businesses who advertise with them. Yep. You heard me right. If you’ve invested in Yelp advertising, the snippet of reviews will be favorable 4 and 5 star ratings. The best of the best. If you haven’t caved to the cause, visible reviews are more in the 1-to-3-star range.”

The good, the bad and the ugly

Yelp can help a business boost its online traffic – but only those which are getting good reviews. To get good reviews, though, one needs to cancel out negative ones (which are practically inevitable) and ‘push’ for more positive reviews.

That ‘push’ may require any means necessary for businesses that are desperate for a better reputation.

Are you willing to get your hands dirty for a couple of gold stars?

Sources:

Yelp Reviews: Can You Trust Them?

What’s the Problem with Yelp?

 

Amazing B2B Marketing Lessons from the Amazing Spider-Man

Amazing B2B Marketing Lessons from the Amazing Spider-Man

Whether or not you consider the recent Spider-Man sequel an unnecessary reboot or a visual spectacle, there’s no denying that the web crawler will linger in the waves of pop culture for at least a while.

It’s the fifth Spider-Man movie in the last 12 years. It has set the cliche-ish standard for comic book heroes: not-so-popular kid discovers he’s got powers, fights crime, messes around with rich supervillains, defeats all of them in the end, and of course, gets the girl.

It’s dated, but hey, people love it. So it’s here to stay.

What is it that makes Spider-Man one of the most loved (and profitable) characters in modern action hero lore? It’s the story behind the mask.

Businesses can learn a thing or two from Spider-Man:

Accept your flaws

Spidey was not really the flashy superhero type. He has an enormous amount of vulnerabilities and flaws, and he often makes a lot of wrong decisions both in his personal and heroic lives. But he accepts them and uses them to be motivated for the better.

Every business has its weaknesses. What business owners and marketers could do is to take those weaknesses by face and mold them into something positive. If you act like you’re invincible from the start, you’re meant to get disappointed eventually.

Be with the people

He has always referred to himself as your “friendly neighborhood Spider-Man”. Why? Because he likes people to think that he’s just an average guy just like everybody else, and he’s always just around the corner when people need him. He doesn’t want to be put on a pedestal for worship. That’s why people adore him (unless he’s being framed for something he didn’t do).

For a business to achieve the same kind of regard from its market, it needs to reach out in a way that it sees people eye to eye. Put the people’s interest before anything else – yes, including gaining profit.

Be responsible

You guessed it: “With great power comes great responsibility.” Peter Parker could have lived a normal life if he chose to. But he has been endowed with a power to make a difference, and with that, a social responsibility he could never escape.

Think of your business as a responsibility rather than a money-making machine. That will keep you grounded on what’s really important. The revenue and the reputation will just follow. Eventually, people will easily see your company for what it is – a business with a heart.

Will Google’s NoFollow Link Policy Kill Your SEO? Not if you follow these tips

Will Google’s NoFollow Link Policy Kill Your SEO - Not if you follow these tips

At one point or another, marketing teams resort to using techniques that are generally frowned upon by the online community. It will probably take a long time until the marketing realm is totally rid of these so-called “black hat” strategies, but Google is determined in its crusade against stopping it once and for all.

One of these resolutions is the recent requirement of nofollow tags in links from other websites.

The modus operandi

One of the traditional, overused tactics in SEO is to try and get as many backlinks from authority websites as possible. This is because those websites regarded as having high PR can influence the “linkers” in terms of authority, thus boosting their chances of getting a high rank. This happens despite of Google’s insistence that PageRank be treated as the strongest factor in SERP rankings.

This activity also poses a dilemma for websites in their fear that Google may suspect them as a “link seller”. But now, Google requires links to include the rel=”nofollow” tag to stop passing on authority “credit” to other sites, and to thus avoid being penalized.

 So when do you need to use a nofollow link?

If your site supports paid links, you need to use nofollow in order to keep these links from giving credit to other sites. Also, if your site has a comment section that you don’t always monitor, using nofollow links prevents commenters from getting credit from you, as well as posting bad links that could hurt your SERP rankings. This also applies to content posts that other people may contribute on your business blog.

Nofollow is also helpful when embedding media (such as infographics) or widgets that you obtained from other sites. The thing is, you don’t want Google to think that you’re endorsing those sources, so you need to make sure credit is not passed on to them.

Obviously, you also wouldn’t want to boost the authority of your competitors, so you need to make sure you attach a nofollow tag when linking to a site that most probably belongs in the same industry as yours.

There is nothing to fear so long as you stick by the rules

Google’s intentions are, at the end of the day, for everyone’s welfare. It may be a hurdle to our current marketing situation, especially to those who have been accustomed to using their own strategies, but it’s healthier to compete in leveled field rather than allowing a few to get ahead by not following the rules.