30 Quick & Easy Ways to Increase Your Site's Linkability ~ By Julie Joyce

Written By Julie Joyce

One of the most common issues that arises when I'm laying out a plan for a client who wants help with link building is this: there's no time. Can't I just handle it and send them a report each month? Why do they need to get involved?

Well here's the big problem with that: yes, I can just handle it and send you a report each month and I have clients where that works very well. But every single one of those clients has someone else handling all the "other" stuff that I'd be doing or thinking about, or they're knowledgeable themselves.

Link building can exist in a bubble and it can be successful that way, but it can't reach maximum success without the client getting involved on some level, and I'm talking about doing more than paying the invoices.

While we're on the subject of invoices and money, that's another problem: paying someone to do link building for you can get very expensive, especially if they're really good at what they do. For some small business owners, the cost is difficult to justify so they have to either do it themselves or accept the fact that they probably won't be able to compete very effectively.

The beauty of building links is that there are many, many things that can be done to both get you a link and raise your visibility so that your likelihood of generating more links increases. You can get a link from:

• Handing out your business card.
• Talking to your neighbor who mentions your business to the barista who makes his morning latte and is overheard asking another customer if he knows of anyone in town who does what you do because he wants to interview them for his side project, a personal blog.
• Emailing someone and asking for it.
• Someone who finds your content in a search.

You can also invest some time in making your site a better and more efficient resource for your users. Link building isn't just about doing something that immediately gives you a text link. Links can be built from 100 different paths, some of which you'll never be able to accurately track.

 

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How To Tell If You’re In A Cloud-Friendly Industry~By Gordon Ritter

Editor’s note: Gordon Ritter is a founder and general partner at Emergence Capital, a leading venture capital firm focused on cloud companies. He was an early investor in Salesforce.com and Veeva Systems, and he is currently chairman of Veeva. Follow him on Twitter @gordonritter.
The benefits of an industry cloud strategy are clear. But are there certain industries that are more cloud friendly? To answer this question, we analyzed industries using a framework that ranks each one based on eight factors that speed up cloud adoption and two factors that slow things down.

The Top Cloud-Friendly Industries

Two industries stand out as the most cloud-friendly: healthcare and education. Healthcare has the most traction, with focused and fast-growing cloud companies in many facets of this massive and concentrated industry. In addition to Veeva, companies such as Doximity, CareCloud and PracticeFusion are getting traction, and Athena Health has been successful for years. The cloud helps these companies stay current in a strongly regulatory industry.
Within education, universities and school districts have shown a willingness to try cloud solutions, particularly those that are designed for non-desk workers and leverage big data. We have seen a range of companies make inroads, including Coursera, Edmodo and Schoology, as well as two from Emergence’s portfolio — Top Hat and Civitas Learning.
The next tier down includes industries such as retail, utilities, transportation, real estate, construction and insurance, each of which score high on several dimensions. The retail sector looks promising due to its mobile workforce, visual elements, and big data value, and we anticipate major shifts in the software used to drive that industry over the coming years. While these sectors face more hurdles relating to fragmentation and cyclicality, companies such as Real Page (real estate), Textura and PlanGrid (construction), Drivewyze (transportation, Emergence portfolio company) and Guidewire (insurance) show the potential for cloud solutions in these industries.

 

 

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Burnish your brand’s reputation, don’t ‘manage’ it ~By Chris Abraham

Written By Chris Abraham

 



If you want to fix your online reputation, writing big checks to an online reputation agency isn’t enough over the long haul — you’ll also really need to get your own house in order.
Most online reputation management (ORM) agencies can easily take back all the land you’ve ceded to negative reviews, rigorous and vigorous besmirchment, and terrible happenstance; however, this is all assuming you’ve been done wrong.
I call this scenario “the clean.” The crime scene may well be bloody and I may well need to don a Hazmat suit, fill my bucket with Clorox bleach, and get scrubbing with my stiff brush until the apartment is again rentable. The crime is over, it’s unlikely to repeat, and my job is just to restore the scene to normal.
If, on the other hand, you’re a bastard who had deep contempt for the morons you serve, allow your resentment at their stupidity come off you like waves of heat and believe that the customer is always wrong and that all your products and services are pearls to swine, then, yikes! This happens all the time. So, instead of passionately working hard to service customers and clients with kindness, super-service, innovation, convenience and value, they just assume that good enough is good enough.

When it’s cheaper to hire PR pros than to change the culture

This happens the most with monopolies and essential services. We all know their names. And, they’re often lambasted, drawn and quartered. While the fact that most of their clients and customers are being held hostage keeps these companies complacent when it comes to very expensive revisions in process, quality, and service, they’re not stupid. It’s cheaper to hire an army of crisis communicators, PR agencies, ad men, and online reputation managers than it is to turn a Comcast into a Zappos — at least for a while, that is, and especially when you still represent a monopoly. Online reputation management does work, but it’s an endless game of whack-a-mole.
I call this scenario “repair and repeat.” My analogy here is war. Some neighborhoods in Israel are the victims of chronic rocket attacks. Israel’s smart: they realize that if they allow these neighborhoods to look war-torn then settlers will never move there, will never stay there.
They have dedicated teams to come in, immediately after every attack, and quickly mend the damage, be it structural or cosmetic, from panes of glass to entire rebuilds — all in the service of making sure that people in these neighborhoods feel like they have a semblance of peace and security, even though they’re living a life or Russian roulette. This is very similar to doing online reputation management for a company that has decided to spend all their money on PR, ORM, publicity, and advertising without making sure it integrates with actual services, quality, customer care, and the ability to deliver on what was and is promised in those ads, PR, and publicity.

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