Online Content Collective October 21, 2013

Content Collective Marketing

This week’s content collective covers a wide variety of topics as we discuss buyer personas, Penguin, and nofollow tags. These three practices have evolved quite a bit over time but are just as relevant as ever for SEO and online marketing.

Colby Hooley Recommends:

6 Reasons Why Buyer Personas are More Important Than Ever

What is a buyer persona? The original definition established by Tony Zambito in 2002: Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.

The definition has been slightly modified to fit today’s standards. Tony has now added where they buy as well as when buyers decide to buy.

Now that it has been eleven years, many people are wondering if they’re still relevant. In today’s internet marketing world, we need to understand the buyer or customer more than ever. With this article we read 6 different explanations as to why they’re even more important than they have been in the past.

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Matt Nickle Recommends:

It’s Penguin-Hunting Season: How to Be the Predator and Not the Prey

Russ Jones teaches us how to take affirmative action against penguin updates. He shows us how beneficial it can be to stay ahead of the game and prepare yourself for anything Penguin might throw our way.

A Penguin Vulnerability Score is something that helped Russ and Virante, Inc. know what their site might look like to Google as far as over-optimization goes. Once you know your site’s vulnerability to Penguin you can start developing new strategies to lower that score. After identifying your risk factors, you’ll want to analyze them. This article talks about that analysis in depth as well.

Rob Chaffin Recommends:

Infographic: What Is The Nofollow Tag; When & How To Use It gives us a downloadable infographic explaining the nofollow tag; when and how to use it in depth. If you’ve never quite grasped this concept before, you’ll find this article and simple graphic very helpful.

If you don’t want to endorse or give any credit to a different site you’re linking to, you’ll want to add a nofollow tag to the code. The graphic names a few different scenarios in which you would want to add the tag such as: paid links, comments, user-generated content, and embeds.

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1 Comment

  1. says

    Hi Marie-Brigitte Souci,

    I agree with your thoughts about the new Hummingbird and how it doesn’t rely on exact keyword match and how sites could potentially rank better if they contain content that answer queries that users might search with.

    Concerning the Hummingbird name: I think Russ Jones in his “Penguin-Hunting” post was just pointing out that major changes to the algorithm first came about because of the first major penguin updates.

    Also, the algorithm search was actually never called Panda or Penguin. Those names were referring to updates that were made to PARTS of the algorithm but not completely replacing the entire algorithm. Hummingbird is a brand new search algorithm, but still contains the updated panda and penguin changes. It’s hard to explain and sometimes harder to grasp, but I think Danny Sullivan does a great job of simplifying everything in this post:

    Hope that helps!


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