The first is that you look at who are your current customers, who are your prospects, what groups are they in, and join those same groups if they’re relevant and not too title specific to a marketer or a different field that you’re not in. But really starting with the folks that you already are working with and using them to figure out which groups are most relevant. This is also especially important because I think it was about a year ago, LinkedIn now made all the groups private. So you can’t go in and look at what’s going on in the group. And it’s really hard to know which ones are the best ones to join just by doing simple searches on say the title of the group. So, start with the folks that you know.
Make sure you have some good analytics software installed on your website. You will want to know where your traffic is coming from. Is it coming from social media, referrals, search engine queries, or is it direct traffic? It will also help you determine where people are getting lost, or dropping out of the funnel. It can also help you determine what approaches, content, and CTAs are the most effective.

And finally, set aside a little bit of budget for potentially doing some paid advertising on LinkedIn, whether that’s in the form of promoted posts, LinkedIn ads, this can be a really great way to kind of amplify your organic social strategy, and get people going to events, and getting specific registrations that you’re looking for. This is a great way to be able to target those individuals, especially with all the advanced targeting features that the LinkedIn paid ads offer.
If it’s someone that’s heading up products, they should probably talk a lot about product development, or product strategy, versus marketing. I think speaking to the core skill set of the executive or individual that you want to be a thought leader, and then similarly building out a content strategy and plan around the frequency and the topics that they plan to cover.

Though a long break is never suggested, there are times that money can be shifted and put towards other resources for a short time. A good example would be an online retailer. In the couple of weeks leading up to the Christmas holidays, you are unlikely to get more organic placement than you already have. Besides, the window of opportunity for shipping gifts to arrive before Christmas is ending, and you are heading into a slow season.
Not all businesses will have the need or even the budgetary resources to deploy paid marketing campaigns. However, every business needs to embrace organic marketing. It’s not an option. Here’s why. A marketing strategy built only on paid is shallow; it won’t help you to build an authentic connection with your customers. If all they see are ads – with no educational content, informational emails, or even engaging social media posts to complement those ads – you lose the mindshare of your customers in two ways:

Together is better! For many businesses, the best approach is a mix of both organic and paid search results. The advantage of this approach is that organic rankings give a business credibility and evergreen search results. Paid search (PPC) provides immediate top-of-the-page listings and greater click through rates, i.e., sales, when consumers are ready to purchase.
Having large groups of content that all revolve around the same topic will build more relevance around keywords that you're trying to rank for within these topics, and it makes it much easier for Google to associate your content with specific topics. Not only that, but it makes it much easier to interlink between your content, pushing more internal links through your website.

‘There’s really two core strategies I always recommend. The first is looking after prospecting in groups. This one is a big one because I think this is one of the single best ways for sales and marketing to drum up new business on LinkedIn. But the caveat is I’ve also seen this go horribly wrong. And without getting into too much detail, there’s a few recommendations I have to avoid some of those pitfalls.
Increase your real estate. When you show up in the first page of the organic AND paid search results, you’re doing something right. That’s not just something the marketing nerds like us will notice either – people realize (consciously or not) that it takes a successful, legitimate, intelligent company to show up twice in one search. A company that doesn’t know what they’re doing couldn’t do that… right?
Chrys was bitten by the entrepreneurial bug at an early age. At age 10, she bought soccer cards in bulk and sold them in school. Later, she turned down a university scholarship and moved to Thailand to start an apparel business. By age 27, she started and ran two online businesses while living around the world. She now runs Chrys Media, an educational company that runs online conferences, courses, and workshops for entrepreneurs and marketers.
Organic content marketing is a potential boon for your business, as it involves providing the material that online users are looking for. But it’s a slow process that involves a long-term commitment to producing high-quality material while constantly interacting with customers through various online platforms. It isn’t enough to post a few articles a month. If you want to benefit from potentially over three times as much traffic, you need to publish at least 16 articles a month. If you handle your campaign in the right manner, there’s a chance to see sustainable growth in your brand and a deeper level of engagement with your customers. But this resource-intensive approach may require that you outsource work to stay relevant and get the results you need.
Everyone wants to rank for those broad two or three word key phrases because they tend to have high search volumes. The problem with these broad key phrases is they are highly competitive. So competitive that you may not stand a chance of ranking for them unless you devote months of your time to it. Instead of spending your time going after something that may not even be attainable, go after the low-hanging fruit of long-tail key phrases.

And finally, set aside a little bit of budget for potentially doing some paid advertising on LinkedIn, whether that’s in the form of promoted posts, LinkedIn ads, this can be a really great way to kind of amplify your organic social strategy, and get people going to events, and getting specific registrations that you’re looking for. This is a great way to be able to target those individuals, especially with all the advanced targeting features that the LinkedIn paid ads offer.
Plan your link structure. Start with the main navigation and decide how to best connect pages both physically (URL structure) and virtually (internal links) to clearly establish your content themes. Try to include at least 3-5 quality subpages under each core silo landing page. Link internally between the subpages. Link each subpage back up to the main silo landing page.
But search ranking is competitive, so naturally, it’s not easy to claim that top spot in organic search. That’s why many marketers and website owners pay to play, and why so many people choose the Pay Per Click (PPC) route. It’s fast. It’s effective. It’s high-visibility for your business. The caveat? You stop paying, and your visibility goes **POOF**.
Not all businesses will have the need or even the budgetary resources to deploy paid marketing campaigns. However, every business needs to embrace organic marketing. It’s not an option. Here’s why. A marketing strategy built only on paid is shallow; it won’t help you to build an authentic connection with your customers. If all they see are ads – with no educational content, informational emails, or even engaging social media posts to complement those ads – you lose the mindshare of your customers in two ways:

Organic search should not be viewed as just one of many different marketing strategies. Instead, it should be the cornerstone of your efforts. Your materials should all be optimized to maximize their appearance on the SERPs. You should also be using the insights that can be gleaned from organic search to inform the rest of your marketing endeavors.

Student teams that demonstrate strong Google Ads knowledge, develop a thorough online marketing strategy, execute optimized Google Ads campaigns and provide a post-campaign analysis with future recommendations for their nonprofit partner will receive a personalized certificate from Google recognizing their academic achievement and social impact. Top performing teams also have the opportunity to submit their story to be featured in Google’s Social Impact Spotlight Series, as well as Hangout on Air with Googlers near and far.


Paid search advertising focuses on investing in the right types of ads to achieve prominent positions on search engine results pages and drive traffic to the site. Well optimized search ads can sometimes achieve higher positions than organic search results, while others might be displayed on the right side of the browser page. The success of paid search campaign rests on targeting the right keywords and selecting optimal advertising channels.

You can also use organic to increase audience engagement with your content. For example, let’s say you’re a ticketing website for sporting events and you know that some of your followers are rugby fanatics. If you have a new blog interviewing Dylan Hartley (current England captain), then it makes sense to personally contact them (or at least key influencers) via their preferred social network and tell them about the blog, and ask them to comment/share. It’s personal and increases the chance they’ll see/read your content.

!function(n,t){function r(e,n){return Object.prototype.hasOwnProperty.call(e,n)}function i(e){return void 0===e}if(n){var o={},s=n.TraceKit,a=[].slice,u="?";o.noConflict=function(){return n.TraceKit=s,o},o.wrap=function(e){function n(){try{return e.apply(this,arguments)}catch(e){throw o.report(e),e}}return n},o.report=function(){function e(e){u(),h.push(e)}function t(e){for(var n=h.length-1;n>=0;--n)h[n]===e&&h.splice(n,1)}function i(e,n){var t=null;if(!n||o.collectWindowErrors){for(var i in h)if(r(h,i))try{h[i].apply(null,[e].concat(a.call(arguments,2)))}catch(e){t=e}if(t)throw t}}function s(e,n,t,r,s){var a=null;if(w)o.computeStackTrace.augmentStackTraceWithInitialElement(w,n,t,e),l();else if(s)a=o.computeStackTrace(s),i(a,!0);else{var u={url:n,line:t,column:r};u.func=o.computeStackTrace.guessFunctionName(u.url,u.line),u.context=o.computeStackTrace.gatherContext(u.url,u.line),a={mode:"onerror",message:e,stack:[u]},i(a,!0)}return!!f&&f.apply(this,arguments)}function u(){!0!==d&&(f=n.onerror,n.onerror=s,d=!0)}function l(){var e=w,n=p;p=null,w=null,m=null,i.apply(null,[e,!1].concat(n))}function c(e){if(w){if(m===e)return;l()}var t=o.computeStackTrace(e);throw w=t,m=e,p=a.call(arguments,1),n.setTimeout(function(){m===e&&l()},t.incomplete?2e3:0),e}var f,d,h=[],p=null,m=null,w=null;return c.subscribe=e,c.unsubscribe=t,c}(),o.computeStackTrace=function(){function e(e){if(!o.remoteFetching)return"";try{var t=function(){try{return new n.XMLHttpRequest}catch(e){return new n.ActiveXObject("Microsoft.XMLHTTP")}},r=t();return r.open("GET",e,!1),r.send(""),r.responseText}catch(e){return""}}function t(t){if("string"!=typeof t)return[];if(!r(j,t)){var i="",o="";try{o=n.document.domain}catch(e){}var s=/(.*)\:\/\/([^:\/]+)([:\d]*)\/{0,1}([\s\S]*)/.exec(t);s&&s[2]===o&&(i=e(t)),j[t]=i?i.split("\n"):[]}return j[t]}function s(e,n){var r,o=/function ([^(]*)\(([^)]*)\)/,s=/['"]?([0-9A-Za-z$_]+)['"]?\s*[:=]\s*(function|eval|new Function)/,a="",l=10,c=t(e);if(!c.length)return u;for(var f=0;f0?s:null}function l(e){return e.replace(/[\-\[\]{}()*+?.,\\\^$|#]/g,"\\$&")}function c(e){return l(e).replace("<","(?:<|<)").replace(">","(?:>|>)").replace("&","(?:&|&)").replace('"','(?:"|")').replace(/\s+/g,"\\s+")}function f(e,n){for(var r,i,o=0,s=n.length;or&&(i=s.exec(o[r]))?i.index:null}function h(e){if(!i(n&&n.document)){for(var t,r,o,s,a=[n.location.href],u=n.document.getElementsByTagName("script"),d=""+e,h=/^function(?:\s+([\w$]+))?\s*\(([\w\s,]*)\)\s*\{\s*(\S[\s\S]*\S)\s*\}\s*$/,p=/^function on([\w$]+)\s*\(event\)\s*\{\s*(\S[\s\S]*\S)\s*\}\s*$/,m=0;m]+)>|([^\)]+))\((.*)\))? in (.*):\s*$/i,o=n.split("\n"),u=[],l=0;l=0&&(v.line=g+x.substring(0,j).split("\n").length)}}}else if(o=d.exec(i[y])){var _=n.location.href.replace(/#.*$/,""),T=new RegExp(c(i[y+1])),E=f(T,[_]);v={url:_,func:"",args:[],line:E?E.line:o[1],column:null}}if(v){v.func||(v.func=s(v.url,v.line));var k=a(v.url,v.line),A=k?k[Math.floor(k.length/2)]:null;k&&A.replace(/^\s*/,"")===i[y+1].replace(/^\s*/,"")?v.context=k:v.context=[i[y+1]],h.push(v)}}return h.length?{mode:"multiline",name:e.name,message:i[0],stack:h}:null}function y(e,n,t,r){var i={url:n,line:t};if(i.url&&i.line){e.incomplete=!1,i.func||(i.func=s(i.url,i.line)),i.context||(i.context=a(i.url,i.line));var o=/ '([^']+)' /.exec(r);if(o&&(i.column=d(o[1],i.url,i.line)),e.stack.length>0&&e.stack[0].url===i.url){if(e.stack[0].line===i.line)return!1;if(!e.stack[0].line&&e.stack[0].func===i.func)return e.stack[0].line=i.line,e.stack[0].context=i.context,!1}return e.stack.unshift(i),e.partial=!0,!0}return e.incomplete=!0,!1}function v(e,n){for(var t,r,i,a=/function\s+([_$a-zA-Z\xA0-\uFFFF][_$a-zA-Z0-9\xA0-\uFFFF]*)?\s*\(/i,l=[],c={},f=!1,p=v.caller;p&&!f;p=p.caller)if(p!==g&&p!==o.report){if(r={url:null,func:u,args:[],line:null,column:null},p.name?r.func=p.name:(t=a.exec(p.toString()))&&(r.func=t[1]),"undefined"==typeof r.func)try{r.func=t.input.substring(0,t.input.indexOf("{"))}catch(e){}if(i=h(p)){r.url=i.url,r.line=i.line,r.func===u&&(r.func=s(r.url,r.line));var m=/ '([^']+)' /.exec(e.message||e.description);m&&(r.column=d(m[1],i.url,i.line))}c[""+p]?f=!0:c[""+p]=!0,l.push(r)}n&&l.splice(0,n);var w={mode:"callers",name:e.name,message:e.message,stack:l};return y(w,e.sourceURL||e.fileName,e.line||e.lineNumber,e.message||e.description),w}function g(e,n){var t=null;n=null==n?0:+n;try{if(t=m(e))return t}catch(e){if(x)throw e}try{if(t=p(e))return t}catch(e){if(x)throw e}try{if(t=w(e))return t}catch(e){if(x)throw e}try{if(t=v(e,n+1))return t}catch(e){if(x)throw e}return{mode:"failed"}}function b(e){e=1+(null==e?0:+e);try{throw new Error}catch(n){return g(n,e+1)}}var x=!1,j={};return g.augmentStackTraceWithInitialElement=y,g.guessFunctionName=s,g.gatherContext=a,g.ofCaller=b,g.getSource=t,g}(),o.extendToAsynchronousCallbacks=function(){var e=function(e){var t=n[e];n[e]=function(){var e=a.call(arguments),n=e[0];return"function"==typeof n&&(e[0]=o.wrap(n)),t.apply?t.apply(this,e):t(e[0],e[1])}};e("setTimeout"),e("setInterval")},o.remoteFetching||(o.remoteFetching=!0),o.collectWindowErrors||(o.collectWindowErrors=!0),(!o.linesOfContext||o.linesOfContext<1)&&(o.linesOfContext=11),void 0!==e&&e.exports&&n.module!==e?e.exports=o:"function"==typeof define&&define.amd?define("TraceKit",[],o):n.TraceKit=o}}("undefined"!=typeof window?window:global)},"./webpack-loaders/expose-loader/index.js?require!./shared/require-global.js":function(e,n,t){(function(n){e.exports=n.require=t("./shared/require-global.js")}).call(n,t("../../../lib/node_modules/webpack/buildin/global.js"))}});


It’s not going to run up your grocery bill. In fact, investing time and energy in developing an organic marketing strategy is one of the most important steps you can take to ensure the long-term success of your business’s digital presence. I’ve helped businesses design and run organic marketing campaigns for years. It’s one of the most effective ways to build an authentic audience and fan base for your product or service. It takes more time, consistency and patience to pull off, but it’s worth the extra effort.
Google is a king. What best Google has done, kept all the bloggers life in a big web. Try to become as independent/different as you can, which Google might not have heard. It can be either name, brand, activity, etc...People focus on that things which they have never heard. It's unique way to come up in SERP's. We are used to EverydayHealth, EverydayLife, gets bored. Make sure people have reasons to return to YOUR site as often as possible.
Incidentally, according to a June 2013 study by Chitika, 9 out of 10 searchers don't go beyond Google's first page of organic search results, a claim often cited by the search engine optimization (SEO) industry to justify optimizing websites for organic search. Organic SEO describes the use of certain strategies or tools to elevate a website's content in the "free" search results.
×