This may be of some interest.
A CEO who’s conducted hundreds of interviews explains the essential qualities he looks for when hiring.
Hiring talented people is an art (and science) in and of itself.
Thank you for reading.
This may be of some interest.
With over 1 billion active users, Instagram is undoubtedly one of the most far-reaching social media networks you can use for marketing purposes.
Instagram has proven a viable advertising option for businesses today, and shows no signs of slowing down — in fact Instagram ad revenues will exceeded $20 billion in ad revenue in 2019, an exponential increase from 1.86 billion in just three years.
If you’re not already using Instagram for your business, you’re missing out on a ton of opportunity to grow brand awareness and reach a wide audience. Fortunately, adopting an Instagram strategy can be relatively easy with enough time and effort.
However, if you’ve never used the app, you might be daunted by the first question likely to cross your mind — How can I post my first image?
If you’re ready to post an image to Instagram, we’ve got you covered. Here, we’ve cultivated a quick-and-easy guide to posting on Instagram, to ensure you can begin attracting the attention of your audience with Instagram marketing.
How to Post to Instagram
Posting to Instagram consistently can help businesses find resonance with their audience and grow better, but doing it right is just as important. Here’s how to post to your Instagram account step-by-step.
1. Tap the + icon at the bottom of your screen.
See that plus sign [+] in the image above? That’s your starting point. See that post from our culture account? That’s your end point. Click that plus sign and you’ll be ready for the next step, below.
2. Choose a photo or video from your library — or shoot one in the app.
Instagram will show you the photos already saved to your phone. Choose one of those to post. Alternatively, you can click “Photo” or “Video” in the bottom to take a photo or video within the Instagram app itself, if you don’t already have an image you want to use.
Once you choose an image, click “Next” in the top right.
3. Crop the image.
You aren’t limited to just a square image on Instagram. You can actually share horizontal or vertical images as well. To get more of your image seen, pinch the screen of the photo you’ve selected on the Library screen.
However, while Instagram does allow vertical and horizontal options, the images still need to fit into some specific dimensions. So, you might still need to crop a tiny bit of your photo to get it to fit.
4. Try a carousel post.
Do you have multiple photos and want to highlight them all? Instagram allows you to do this with its carousel feature.
As you go to tap a photo or video, first tap the icon just above your photos to the right that looks like stacked squares. Once you tap this, you’ll see a number on the corner of every image or video you tap. This number notes where the content will show up in the carousel.
5. Pick a filter.
Instagram offers 24 filters — scroll to the right to peruse your options, and click on one to preview how it will look on your photo. (Take a look at our Ultimate Guide to Instagram Filters to learn more).
6. Edit your photo.
You can also click “Edit” at the bottom right to adjust contrast, brightness, etc.
When you’re ready, click “Next” in the top right.
7. Type your caption.
Get creative and write a nice, interesting caption to go with your photo. Since text can help optimize your post in Instagram’s search, writing something can only benefit you.
8. Use hashtags for post optimization.
With Instagram’s search feature, users can search by hashtags. So, you should make sure to write relevant hashtags in your caption. If someone does a search of a hashtag you placed in your caption, they might find your post as well as others that included the same one.
9. Tag friends.
Want your friend or their followers to see a photo that you posted of the two of you? Tag them!
On the post page, you can click “Tag People” to tag other Instagram accounts in your post. Alternatively, you can include their handle (or their username beginning with an @ symbol) in your caption.
10. Add your location.
If you’re on a fun vacation or at a neat event and you don’t feel like including that information in your caption, you can mark where you are in another way. On the post page, tap “Add Location” to put a location on your image (which makes it easier for people to find your post).
When you post an image or video with a location, it will show up between your name and the block of content on the feed.
11. Play with emojis.
Emojis are fun and can make your caption more eye catching. If you know of a few relevant emojis that could fit with your post, stick them in the caption area.
For example, if you’re posting a vacation photo, you could include a beach umbrella or a plane to show you flew somewhere.
Be sure not to go overboard and post emojis just for the sake of posting them. If you post a bowling emoji along with a photo of a beach, that obviously won’t make sense to people. Similarly, if you post 20 emojis that loosely relate to a post, you might just annoy your followers or come off as desperate.
12. Share the post on other social media platforms
Finally, if you want to share your content on your other, connected social media sites (like Facebook or Twitter), simply slide the bar from the left to the right.
When you’re ready to post, click “Share” in the top right.
Instagram Saved Drafts
If you’re not ready to post right away, you can also save it to your Instagram Saved Drafts. Simply go back to the filtering and editing step, tap the back arrow in the top left, and select “Save Draft.”
13. Edit the post.
Typos happen to everyone! If you just posted something and notice a glaring spelling error, don’t panic. Simply tap the three dots that appear on the right across from your name, then tap “Edit.”
Now that you know how to post to Instagram, you can begin creating content for the platform and connecting with your audience. If you’re a business or brand, you’ll want a solid strategy for earning engagement and awareness.
Editor’s note: This post was originally published in November 2019 and has been updated for comprehensiveness.
Thank you for reading.
This may be of some interest.
The pandemic has transformed our daily lives. These bags are perfectly designed to fit into our new reality.
The pandemic has transformed every part of our daily lives—including our relationship with our handbags.
Thank you for reading.
This may be of some interest.
The structure users want is called taxonomy. Scientifically, a taxonomy is a classification scheme that dictates how things are organized and classified based on their characteristics.
A website’s taxonomy can dictate the user experience, and can also influence search engine rankings. This post will go over what a website taxonomy is, and give you the resources to create a successful organization system for their site.
Website taxonomy is also related to URL structure, which is how URLs are organized to reflect content within specific site pages. Every website domain stays the same for every URL address, but subdirectories and URL slugs change as page content gets more specific.
For example, say your website’s primary domain is www.samplewebsite.com.
Your taxonomic structure will include subdirectories within your domain that are relevant to the page’s content. So, if your samplewebsite has a ‘Contact’ or ‘Announcements’ page, the URLs would change to reflect the information displayed on each page. The URLs for these pages would be www.samplewebsite.com/contact and www.samplewebsite.com/announcements, respectively.
Why is a website taxonomy important?
A well-planned taxonomy can transform how users interact with your site, especially when your content is organized logically. If users can get to your site and find what they’re looking for, they’ll view you as a reputable source and they’ll stay longer.
Websites that don’t have a specific structure tend to be difficult for people to understand. In fact, an average of 38% of site visitors will leave a site if it’s poorly organized.
Let’s put all of this in context with a hypothetical website. Say you own www.recipes.com. Since you know that your visitors are coming to your site for specific recipes, you want to set up categories that help them find what they’re looking for as quickly as possible. If they’re looking for desserts, for example, they likely want to find those recipes through the corresponding category page, not by browsing through a list of unrelated meals.
The URL for this page would be www.recipes.com/desserts. A user knows what they’ll find within this subcategory of recipes. For search engine bots, the URL subdirectory helps them understand what the page is about and when they should show the page in search results.
Best Practices for Creating a Website Taxonomy
Ultimately, you want both users and search bots to understand your site. You don’t want them to be bombarded with content that isn’t going to fulfill their needs. While it may seem clear cut, various factors go into creating a successful website taxonomy.
Know your audience.
Just like all types of marketing, the key to creating your taxonomy is understanding your users.
You’ll want to know who they are, why they’re visiting your site, and what they want to find on your site. It’s essential to understand what their specific needs are so you can structure your content accordingly. To better understand your users, you can do things like create buyer personas.
Continuing with the recipes.com example, whoever runs the site knows that their visitors are coming because they want help with their cooking. It’s great to know this, but is there anything else they’ll want from your site? They may also want you to recommend kitchen supplies that will help them make these recipes, or recommend brands to buy ingredients from.
If you take the time to get to know your future users, you can design your site accordingly.
Conduct keyword research.
When you know who your users are and what they want, you want to make sure you have the necessary information to keep them on your site.
You can use your site’s primary purpose to rank in search results, but it’s essential to have multiple keywords for the additional categories you’ll create within your site. These keywords should be directly related to the content that users will find on those specific pages.
For instance, if you run a blog on travel tips, travel tips can be your main keyword. However, your research may show that users also associate travel tips with travel packing tips and travel insurance tips. You’ll want to use that information when creating your structure.
Consistency with categories and the content within those categories makes it easier for users to understand your site. It also makes it easier for those executing your content strategy to create relevant content. For example, on the HubSpot Blog, we have four different properties: Service, Sales, Marketing, and Website.
Blog posts are categorized based on their relationship to each property, and this organizational consistency makes it easier for visitors to find relevant information. For example, a user would know to search within blog.hubspot.com/website rather than blog.hubspot.com/service for a tutorial on how to use WordPress.
Consistency is also important for SEO, as bots dislike poorly organized websites, and sites with jumbled and unrelated content is considered spammy. Bots also recognize contextual relationships between categories and content, and they’ll learn how to index your site for specific search queries.
Keep it simple.
While there are certainly hundreds of categories and subcategories you could come up with to sort content on your site, less is more. The ideal web taxonomy is focused and straightforward.
With recipes.com, there are so many different types of dishes that it would (and will) become overwhelming for users to sift through hundreds of different categories.
Keeping it simple means creating fewer high-level categories that can house lower-level categories. You can have a high-level category page dedicated entirely to baking recipes, and the content you post within that page will be specific to baking recipes.
The URL for this category would be recipies.com/baking rather than recipes.com/pie-recipies and recipes.com/scone-recipies. Then, if a user goes on your site to find a blueberry pie recipe, the page URL may be www.recipes.com/baking/blueberrypie.
Leave room for growth.
Taxonomy can, and should, change as your business scales.
If you create new forms of content, you may need to shuffle categories to ensure that they still relate to each other and have room for new content.
Say you’re running a blog about content marketing, but you cover the topic generally. It’s unlikely that you’ll have multiple page categories or subfolders within those pages. However, suppose you decide to hire new team members who are experts in specific types of content creation. In that case, you’ll want to create different taxonomic categories to distinguish between the different types of content.
You may also realize that certain categories and subcategories aren’t as intuitive as you’ve hoped, per user feedback. Taking the time to understand what is and isn’t working for those who interact with your site is essential.
Types of Website Taxonomy
Once you know your audience and have created your keyword-relevant categories, it’s essential to decide on the taxonomic structure that works best for your site. Since taxonomy is a classification system, it may seem like the logical structure is a hierarchical one, organized by importance. However, this isn’t always the case. Let’s review the different types of website taxonomies so you can select the one that works best for your site.
A flat taxonomy, sometimes called unlayered taxonomy, is a simple list of top-level categories. All categories on this site carry equal weight in comparison to each other. It’s a perfect structure for smaller websites that don’t have a large amount of content.
For example, a veterinarian’s office likely doesn’t have many needs to fulfill. Their homepage may only have three to four categories, like ‘About Us,’ ‘Book an Appointment,’ ‘Location,’ and ‘Services.’ Users visiting the site won’t need much more than that.
A hierarchical taxonomy is an arrangement of categories by order of importance. Larger websites typically use it, and top-level categories are broad.
Moving down a hierarchical structure means getting more specific. This allows users to quickly identify and navigate between different sections and categories. Search engines will recognize these relationships as well.
For example, hubspot.com displays three main categories at the top of the page: Software, Pricing, and Resources. Each of those categories is broad and overarching. If a user mouses over them, they’re then shown more specific categories.
It’s important to note that there shouldn’t be too many high-level categories or subcategories, as excessive groups can become confusing for users and SEO crawlers.
A network taxonomy involves organizing content into associative categories. The relationships and associations between categories can be basic or arbitrary, but they should be meaningful to users.
For example, a ‘Most Popular’ category within a website may contain lists of different articles covering a broad range of topics that are popular among that audience. Still, they’re all similar in the sense that they are highly rated, viewed, and visited by others.
A facet taxonomy is used when topics can be assigned to multiple different categories. Sites that typically use this structure allow users to find content by sorting for specific attributes. It’s also great for users who will likely arrive at certain content by different means.
For example, Nike sells a variety of different products. While there are specific categories for shoes and clothing, there are also subcategories for color, size, and price. A shoe that shows up on a search for ‘blue shoes’ may also show up on a list of cheap shoes because they’re currently on sale.
Put time into your website’s taxonomy.
Creating and maintaining a successful website taxonomy that makes sense for users and search engines essential to your marketing strategy.
If other elements of your site are already optimized for other SEO ranking factors, the addition of a structured taxonomy will help your site rank highly in search query results, not to mention, it’ll keep users on your site.
If you want to learn more about website best practices, consider taking the HubSpot Academy Website Optimization course!
Thank you for reading.
This may be of some interest.
What will successful B2B marketing look like in a post-pandemic world, and what can we as marketers do today to be as ready as possible?
Here are 28 quotes from some of the best in the B2B marketing business, taken from our two seasons of Break Free B2B Marketing video interview episodes, that will help keep your efforts on track, energized, and filled with the subtle humanizing elements sometimes neglected in the B2B landscape.
Keep posted for the launch of an all-new season three of Break Free B2B Marketing video interviews, and now let’s dig right in with an array of B2B marketing insights to help you prepare for a successful 2021.
1 — Hal Werner of Mitel
Global Manager of Digital Marketing and Strategy
“If you want to create a piece of content about a topic, but you can’t create the best one, why are you creating it? If you don’t truly believe that you can outdo your competitors in the space for that function, then what are you wasting your time on?”
“Whether you earn it or whether it’s paid for, you’re going to need more voices putting out there what you’re about so that not only people see you, but you begin to be associated with that thing at a critical mass.”
[bctt tweet=”“If you want to create a piece of content about a topic, but you can’t create the best one, why are you creating it?” @halwerner” username=”toprank”]
Watch our full interview with Hal in “Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics.”
2 — Stephanie Stahl of Content Marketing Institute
Content Marketing Institute
“As content creators, sometimes we try to do everything that we possibly can on every channel. I think it’s important for content teams and marketing teams to go back and say, ‘What do we need to stop doing? What are we doing that really isn’t giving us the result that we’d like? And how can we then focus more on the things that are working?’ So ask yourselves, ‘What can we stop doing today, so we have more time to do the things we’re really good at?’”
[bctt tweet=”“It’s important for content and marketing teams to go back and say, ‘What do we need to stop doing? What are we doing that isn’t giving us the result we’d like? How can we then focus more on the things that are working?’” @EditorStahl” username=”toprank”]
Watch our full interview with Stephanie in “Break Free B2B Series: CMI’s Stephanie Stahl on Data-Driven Event Planning and Promotion.”
3 — Jon Miller of Demandbase
Chief Product Officer
“The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective. What marketers need to think about is, how do I orchestrate multiple channels together?”
[bctt tweet=”“The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective. What marketers need to think about is, how do I orchestrate multiple channels together?” @jonmiller” username=”toprank”]
Watch our full interview with Jon in “Break Free B2B Series: Jon Miller on How ABM Can Help Marketers Keep Their ‘Ship’ Together.”
4 — Adi Bachar-Reske of 20x
Founder and CMO
“These days, the way you build the trust is showing how nimble and flexible you can be. Both in your development and your product, but also it has to be reflected in your marketing and your digital presence.”
[bctt tweet=”“The way you build the trust is showing how nimble and flexible you can be. Both in your development and your product, but also it has to be reflected in your marketing and digital presence.” @AdiBacharReske” username=”toprank”]
Watch our full interview with Adi in “Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing.”
5 — Emily Thompson of EST Creative
“When an organization can deliver strong content that helps inform people, it only builds that trust. Ultimately, people just want information that’s helpful to them. Especially with digital, it’s very easy today to try a new type of message, or a new way of communicating to someone. Let’s say you never blogged before, why not try a blog? Let’s say you never did email marketing, why not try it? Or a new type of message? The worst that can happen is you measure it, you learn from it, and you try something new.”
[bctt tweet=”“When an organization can deliver strong content that helps inform people, it only builds that trust. Ultimately, people just want information that’s helpful to them.” @BosCreativeCopy” username=”toprank”]
Watch our full interview with Emily in “Break Free B2B Series: Emily Thompson on the Power of Content Marketing in Health Care.”
6 — Margaret Magnarelli of Morgan Stanley
Executive Director of Digital Product Evolution and Growth Marketing
“We have to be able to give our customers as much information as we can, and take them as close to the line of purchase — to the experience of purchase — as we can.”
“People can see through fake attempts to build trust. It’s hard for consumers to just believe a brand when they say they can do a thing. So if you have other people who say you can do a thing and you can do it well, and they can be your advocates, that’s really powerful.”
[bctt tweet=”“It’s hard for consumers to just believe a brand when they say they can do a thing. So if you have other people who say you can do a thing and you can do it well, and they can be your advocates, that’s really powerful.” @mmagnarelli” username=”toprank”]
Watch our full interview with Margaret in “Break Free B2B Series: Margaret Magnarelli on the Psychology of Trust for Better Content Marketing.”
7 — Gary Gerber of nClouds
Head of Product Marketing
“It’s about building a relationship that’s built on trust, not on hype. If you’ve built that trust and you’re adding that value to them that they trust you’re interested in their success, and you’re providing information and content and messaging and whatever it is, that will help them be successful.”
[bctt tweet=”“It’s about building a relationship that’s built on trust, not on hype.” @Gary_Gerber” username=”toprank”]
Watch our full interview with Gary in “Break Free B2B Marketing: Gary Gerber on Scaling ABM without Losing Focus.”
8 — Kelvin Gee of Oracle
Senior Director, Modern Marketing Business Transformation
“We believe that data is the future of B2B marketing. If the goal is to deliver a better customer experience, you’ve got to break down those data silos.”
“Once you consolidate all your data silos onto one bed, so to speak — in this case a customer intelligence platform or customer data platform or whatever you want to use — once you combine all that data, that’s when you start to see all the insights of your customers. All marketers should have empathy. What drives customer-centricity is empathy.”
[bctt tweet=”“We believe that data is the future of B2B marketing. If the goal is to deliver a better customer experience, you’ve got to break down those data silos.” @kgee” username=”toprank”]
Watch our full interview with Kelvin in “Break Free B2B Marketing: Oracle’s Kelvin Gee on Winning with Enterprise ABM.”
9 — Danny Nail of Microsoft
Account Based Engagement
“Historically, marketing and sales have kind of been at odds a bit, which is unfortunate, but ABM brings the two together. The key to that is understanding the sales cycle, and understanding how sellers think and what they’re up against. The continuum should be from target account marketing, to ABM, to one-to-one ABM, all the way across that scale.”
“You have to let go of templatized, old ideas. You have to break free of thinking about things the way we’ve always thought about them, and start really digging into how you can change what you’re doing and make it more efficient, more effective, but be creative about that.”
[bctt tweet=”“You have to let go of templatized old ideas to break free of thinking about things the way we’ve always thought about them and start digging into how you can change what you’re doing and make it more efficient and effective.” @DannyNail” username=”toprank”]
Watch our full interview with Danny in “Break Free B2B Marketing: Danny Nail of SAP on Creating a Global ABM Platform.”
10 — Julie Brown of Johnson Controls
Institutional Market Leader
“It really starts with understanding what customer needs are — where are their pain points — are there new and creative ways that we can help address those needs and pain points?”
[bctt tweet=”“It really starts with understanding what customer needs are — where are their pain points — are there new and creative ways that we can help address those needs and pain points?” — Julie Brown” username=”toprank”]
Watch our full interview with Julie in “Break Free B2B Marketing: Julie Brown of Johnson Controls on Proving the EBIT of Your Marketing.”
11 — Andre Ortolon of Dell Outlet
eCommerce and Marketing Manager
“There’s so much data out there. We’re so busy with emails and meetings that you can really get stuck in a rut and forget to take the time to step back and look at the bigger picture.”
“You also have to take stock sometimes and really look at your overall process, you can’t always be in the execution mode, you have to look at end to end, the processes and making sure that you’re developing kind of a holistic approach and not just selling a unit. You’ve got to think about your strategy and make sure you’re still aligned with that in what you’re doing day to day.”
[bctt tweet=”“There’s so much data out there. We’re so busy with emails and meetings that you can really get stuck in a rut and forget to take the time to step back and look at the bigger picture.” — Andre Ortolon” username=”toprank”]
Watch our full interview with Andre in “Break Free B2B Marketing: Dell Outlet’s Andre Ortolon on Microinfluencers for Hyper-Relevant Content.”
12 — Amanda Todorovich of Cleveland Clinic
Senior Director of Digital Marketing Health Content
“I think it’s really important content marketing is not a campaign, it’s not a project, it’s not a one-off. We like to talk about our content channels and process like products, you know, you really need to invest in them. It’s a long-term strategy. It’s something that you really have to think about how you build a long-term committed relationship with that user – it’s not a one-and-done. There’s never really an end to it. It’s continuous and iterative.”
[bctt tweet=”“You really have to think about how you build a long-term committed relationship with the user – it’s not a one-and-done. There’s never really an end to it. It’s continuous and iterative.” @amandatodo” username=”toprank”]
Watch our full interview with Amanda in “Break Free B2B Series: Amanda Todorovich on Creating Content that Pays Off.”
13 — Amisha Gandhi of SAP Ariba
Vice President of Influencer Marketing and Communications
“Do not just start calling influencers and say, ‘I’m doing this campaign, do you want to be a part of it?’ and be very prescriptive. You want to invite people to be in your program first and then do some brainstorming with them and see what they like, how they like to interact or what they like to do for companies.”
[bctt tweet=”“You want to invite people to be in your program first and then do some brainstorming with them and see what they like, how they like to interact or what they like to do for companies.” @AmishaGandhi” username=”toprank”]
Watch our full interview with Amisha in “Break Free B2B Series: Amisha Gandhi on Global B2B Influencer Marketing.”
14 — Brody Dorland of DivvyHQ
“The holistic content marketing world, which is non-campaign focused, continues to proliferate. It’s going to get better, but most agencies out there are still so campaign focused — that’s what they’ve been doing for decades. Getting out of that mindset, even from a logistics standpoint, is harder for an agency to do. Not to say that agencies can’t continually be involved in longer-term content marketing engagements, but it’s just it’s a different beast, a different animal than the typical world that they’ve been in for decades.”
[bctt tweet=”“Most agencies out there are still so campaign focused —that’s what they’ve been doing for decades. Getting out of that mindset, even from a logistics standpoint, is harder for an agency to do.” @brodydorland” username=”toprank”]
Watch our full interview with Brody in “Break Free B2B Series: Brody Dorland on Creating Long-Lasting Content Marketing Strategy.”
15 — Clare Carr of Chief
Vice President of Marketing
“It takes a human element that cannot be taken out of this equation. If you can make data something that people associate with you, they trust you more, you can connect with them more, and you can tell better stories. All those things you want as a content marketer, as a B2B marketer, data can actually do for you. It’s not just good writing, good storytelling, and good creative anymore.”
[bctt tweet=”“All those things you want as a content marketer, as a B2B marketer, data can actually do for you. It’s not just good writing, good storytelling, and good creative anymore.” @clareondrey” username=”toprank”]
Watch our full interview with Clare in “Break Free B2B Series: Clare Carr on Using Data to Drive Content Marketing Success.”
16 — Janine Wegner of Dell Technologies
Global Thought Leadership Program and Activation Manager
“What’s the customer journey? And what are the content pieces we want to develop? And what are the voices we want to have in each of them, and how to then activate and amplify those?”
[bctt tweet=”“What are the content pieces we want to develop? What are the voices we want to have in each of them, and how to then activate and amplify those?” @JanineWegner” username=”toprank”]
Watch our full interview with Janine in “Break Free B2B Series: Janine Wegner on Building Brand Thought Leadership With the Help of Influencers,” and in our Inside Influence series with “Inside Influence: Janine Wegner from Dell on Thought Leadership and Influencer Relations.”
17 — John Joyce of Brennan Industries
Global Marketing Director
“We try to do mainly two things: build trust and also provide value. We want them to trust this and to think of us as the place to go that provides value from the very beginning of the relationship, from the first time they go to the website – oh yeah, this is really good. It’s providing me the answers to my questions and knowledge I need, it’s saving me money”
[bctt tweet=”“We try to do mainly two things: build trust and also provide value. It’s providing me the answers to my questions and the knowledge I need, and saving me money.” @mrjohnjoyce” username=”toprank”]
Watch our full interview with John in “Break Free B2B Series: John Joyce on Taking B2B Content Marketing Back 2 Basics.”
18 — Judy Tian of LinkedIn
“Relevancy and engagement are what’s important. Are the influencers actually experts in the areas you want to talk about? And are they going to have credibility with their end users? And then are they going to shed credibility onto your brand as a result?”
[bctt tweet=”“Relevancy and engagement are what’s important. Are the influencers actually experts in the areas you want to talk about? And are they going to have credibility with their end users?” @judytian07″ username=”toprank”]
Watch our full interview with Judy in “Break Free B2B Series: Judy Tian on Humanizing B2B Through Influencer Marketing.”
19 — Maliha Aqeel of Fix Network World
Director of Global Communications
Fix Network World
“Focus on culture. There’s still a misconception that culture is about only HR. But culture is something that’s pervasive throughout the organization, and why we choose to work somewhere, why we choose to engage with the brand.”
[bctt tweet=”“There’s still a misconception that culture is about only HR. Culture is something that’s pervasive throughout the organization, and why we choose to work somewhere, why we choose to engage with a brand.” @MalihaQ” username=”toprank”]
Watch our full interview with Maliha in “Break Free B2B Series: Maliha Aqeel on How to Ace B2B Company Culture.”
20 — Tom Treanor of Arm Treasure Data
Arm Treasure Data*
“You can’t solve personalization before you solve customer understanding. At the top of the funnel, keep it very basic and personalize at a high level.”
[bctt tweet=”“You can’t solve personalization before you solve customer understanding. At the top of the funnel, keep it very basic and personalize at a high level.” @RtMixMktg” username=”toprank”]
Watch our full interview with Tom in “Break Free B2B Series: Tom Treanor on Perfecting B2B Marketing Personalization.”
21 — Zari Venhaus of Eaton
Director of Corporate Marketing Communications
“I see the IT space and the marketing space are starting to come together so much more — particularly when you think about martech. We learned that it wasn’t enough to just be marketing coming to IT with an answer. We really needed to involve our IT partners upfront in the process.”
[bctt tweet=”“The IT space and the marketing space are starting to come together so much more — particularly when you think about martech.” @zvenhaus” username=”toprank”]
Watch our full interview with Zari in “Break Free B2B Series: Zari Venhaus on How to Scoot Your Way to Martech Transformation Through Storytelling.”
22 — Adam Dunn, Oscar-Winning VFX Editor
Oscar-winning VFX Editor
Evil Ice Cream Productions
“Video marketing is intriguing, because it brings in real-life storytelling. The biggest factor in successful video content is cohesiveness of vision.”
[bctt tweet=”“Video marketing is intriguing, because it brings in real-life storytelling. The biggest factor in successful video content is cohesiveness of vision.” @adamjdunn” username=”toprank”]
Watch our full interview with Adam in “Break Free B2B Series: Adam Dunn on Creating Blockbuster Video Content in B2B.”
23 — Carol-Lyn Jardine of Alteryx
Vice President of Marketing Operations and Productivity
“Assume good intent from the people around you as you’re going through change behaviors.”
[bctt tweet=”“Assume good intent from the people around you as you’re going through change behaviors.” @cljardine” username=”toprank”]
Watch our full interview with Carol-Lyn in “Break Free B2B Series: Carol-Lyn Jardine and Heather Hurst on Effectively Managing Change in B2B Marketing.”
24 — Sruthi Kumar of Sendoso
Associate Director of Field and Partner Marketing
“It’s about bringing all the channels together to create that seamless experience for the end user, and that person who you want to book a meeting with or have a signed contract with or whatever else you need from them. I think it’s just about being okay with being yourself and incorporating that into your whole corporate brand.”
[bctt tweet=”“It’s about bringing all the channels together to create that seamless experience for the end user, and that person who you want to book a meeting with or have a signed contract with or whatever else you need from them.” @sruthikkumar” username=”toprank”]
Watch our full interview with Sruthi in “Break Free B2B Marketing: Sruthi Kumar on Creating Memorable Experiences.”
25 — Latané Conant of 6sense
Chief Market Officer
“You look at the tools that we have at our disposal as CMOs, and it’s sort of like we are a Model T trying to get to the moon. I think the challenge that we have is only 13 percent of sales and marketing teams have any confidence in their data.”
[bctt tweet=”“You look at the tools that we have at our disposal as CMOs, and it’s sort of like we are a Model T trying to get to the moon.” @LataneConant” username=”toprank”]
Watch our full interview with Latane in “Break Free B2B Marketing: Latane Conant of 6sense on Reinventing the CMO Role.”
26 — Mark Bornstein of ON24
Vice President of Marketing
“It’s the experience you give, it’s the way you’re able to connect and interact with audiences that matters. Because that’s where you’re going to get the real data. That’s where you’re going to learn a lot about them. You want to create an environment where people are doing stuff, and it’s a multi-touch content experience.”
“We need to find ways to get people who want our marketing to opt into our marketing. At a time when all of this digital noise is scaring them away. We need to bring them back in through more authentic, more human, more experiential marketing.”
[bctt tweet=”“We need to find ways to get people who want our marketing to opt in. At a time when all of this digital noise is scaring them away, we need to bring them back in through more authentic, human, and experiential marketing.” @4markb” username=”toprank”]
Watch our full interview with Mark in “Break Free B2B Marketing: “Webinerd” Mark Bornstein of ON24 on Dialing In Digital Experiences.”
27 — Sofia O’Malley of Dell Technologies
Global Marketing Director
“You really have to be cognizant of what is unique to each market. What’s the consumer behavior? Or what’s the consumer expectation within a given market or appetite for a type of execution. Be very much aware of the environment and the key nuances that are needed to effectively drive marketing in a region.”
[bctt tweet=”“You really have to be cognizant of what is unique to each market. What’s the consumer behavior? Or what’s the consumer expectation within a given market or appetite for a type of execution.” — Sofia O’Malley” username=”toprank”]
Watch our full interview with Sofia in “Break Free B2B Marketing: Sofia O’Malley of Dell Outlet on Creating a Global B2B & B2C Marketing Team.”
28 — Sean Crowley of Dun & Bradstreet
Leader of Integrated Marketing and Sales and Marketing Solutions
Dun & Bradstreet
“When you look at being able to bring people together, it’s about creating a common message, a common purpose, and a common effort with everything that you do and how you go to market. Ensure that you have consistency of messaging to a target persona and target audience, regardless of what channel they’re choosing to interact with you on.”
“The balance of power of information has shifted from the vendors to the consumers, to the buyers, and they can now go and search for information much more readily — much more freely — and they want that choice of how and when they choose to interact with you.”
[bctt tweet=”“When you look at being able to bring people together, it’s about creating a common message, a common purpose, and a common effort with everything that you do and how you go to market.” @seantcrowley” username=”toprank”]
Watch our full interview with Sean in “Break Free B2B Marketing: Sean Crowley of Dun & Bradstreet on Cracking the Alignment Code.”
Embrace An Energized 2021 B2B Marketing Landscape
Use the energizing advice we’ve highlighted here from 28 B2B marketing innovators to spark your own marketing ideas that will take you to electrifying new heights in 2021 and beyond.
One powerful way to combine many of these energizing marketing elements is by harnessing the power of B2B influencer marketing, as we outline in our groundbreaking 2020 State of B2B Influencer Marketing Report, featuring insights from hundreds of marketers surveyed as well as expert analysis by the TopRank Marketing team and contributions from top B2B influencer marketing professionals from SAP, LinkedIn, AT&T Business, Adobe, Traackr, IBM, Dell, Cherwell Software, monday.com and more.
Contact us to find out why TopRank Marketing is the only B2B marketing agency offering influencer marketing as a top capability in Forrester’s “B2B Marketing Agencies, North America” report, and discover how we can help create award-winning marketing for you.
* Oracle, Dell Outlet, SAP Ariba, Dell Technologies, LinkedIn, Arm Treasure Data, are TopRank Marketing clients.
The post 28 B2B Marketing Insights To Energize & Humanize Your 2021 appeared first on B2B Marketing Blog – TopRank®.
Thank you for reading.
This may be of some interest.
Rudy Giuliani, national clown, is once again trending.
Giuliani makes an unfortunate appearance in the Borat sequel, which premieres Friday. A picture from the incident that features Giuliani — who, let us remind you, is still President Trump’s personal lawyer — in a compromising position is making the rounds on Twitter.
In the new movie, aptly titled Borat Subsequent Moviefilm, Sacha Baron Cohen’s Borat Sagdiyev is back in the United States as a Kazakh operative. He is seeking to befriend allies of the Trump administration with the help of his “non-male son” Tutar. Borat and his 15-year-old daughter Tutar, played by Maria Bakalova, crash a crisis pregnancy center, attend a debutante ball, and somehow manage to seduce former New York mayor Rudy Giuliani. Read more…
Thank you for reading.
This may be of some interest.
Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission.
HR is confusing. And the legal ramifications of doing something wrong… are huge.
There’s a reason people spend their entire lives learning the ins and outs of human resources—there’s a lot to it. But the good news is that nobody expects you to know it all and you don’t have to navigate it alone.
The best HR outsourcing services exist to make your life easier.
However, there are a ton of service providers on the market. How do you decide which one’s right for you when they all appear to be exactly the same?
To help answer that question, I looked at countless options and narrowed it down to my top six recommendations. And by the end of this guide, you’ll know everything you need to know to make the right choice for your business.
The top 6 options for HR outsourcing services:
- G&A Partners – best for customization and flexibility
- Bambee – best for policies and administrative tasks
- Paychex – best HR outsourcing services for SMBs
- Insperity – best PEO outsourcing for enterprises
- ADP – best full-service non-PEO outsourcing option
- CPEhr – best for individual HR outsourcing and consultations
How to choose the best HR outsourcing service for you
There are countless different HR outsourcing services to choose from.
And distinguishing between all of them can feel like an impossible task.
So, before we dive into my top recommendations, let’s talk about what makes my recommendations stand out, and how to decide on the best HR outsourcing services for you.
The size of your business
Handling HR for large companies is vastly different than doing the same at a startup or small business. As such, different HR outsourcing companies specialize in different things and offer services targeted to a specific type of customer.
On the other hand, some offer solutions for businesses of all sizes.
However, it’s essential to consider your business’s size and budget when making your final choice. You should also think about how fast you plan to grow and expand your team.
Always make sure to talk with a sales representative and be as detailed as possible about your current and future situation to make sure they can handle everything you need.
Types of services
Some HR outsourcing companies (like Bambee) only provide a specific type of service. On the other hand, some offer everything you could ever possibly need… but at a higher price point.
It may be helpful to outline your processes for each HR activity you currently manage in-house.
This can help you identify problem areas or bottlenecks with room for improvement. Then, you can pinpoint exactly which tasks and services you should outsource.
If you already know, or you want to outsource everything, consider the associated costs to ensure it’s within your budget. And keep in mind that most providers don’t offer pricing online.
So, you’ll get a chance to speak with their team before making your final decision.
Just remember to ask about the specific services you need to make sure they can help you with everything on your list. It’s also smart to compare your initial consultation experience and pricing of various companies before choosing one.
Short-term vs. long-term
Do you need help for the foreseeable future or just for a one-off event like a round of recruitment? Some providers (like CPEhr) offer a la carte options so you can pick and choose what you need.
On the other hand, some only offer all-in-one solutions. So, it’s important to understand your needs before you make any decisions.
If you need short-term help, make sure you communicate that during your consultation.
Level of support
Do you want your HR systems to run completely hands-off? If so, you need more support than a team that needs one-off tasks or particular areas of their HR handled for them.
Here in a second, we’ll talk about the different types of HR outsourcing services.
But keep the level of support you think you need in the back of your mind, as this plays a large role in which company you should choose.
If you already have a benefits package or an internal HR team, you need more flexibility from your HR outsourcing provider. Especially if you want to keep the same benefits package you already have.
Some providers don’t let you do this as they have their own preferences and partnerships.
And you also need to draw a clear line between what your in-house team does vs. what your outsourcing company provides. That way, nobody wastes time doing the same tasks twice.
However, if you’re a brand new company or don’t have any HR systems in place, you won’t need the same flexibility level. So, you have fewer restrictions to worry about.
Customer and employee support
HR matters, benefits in particular, are confusing and hard to navigate.
Because of that, your employees must have easy access to someone in your HR department.
When you outsource this, your employees should be able to directly talk with the company, whether it be to ask a quick question or get help choosing the right benefits package.
Some providers offer a dedicated manager that handles this, making it much easier for you and your team to get the answers they need. Furthermore, they should also provide an employee self-service dashboard for paystubs, W-2s, time off, and more.
Regardless of who you choose, make sure they plan on taking great care of your team.
The different types of HR outsourcing services
HR outsourcing is technically separate from PEO and HR software, but they’re very similar in nature. So, let’s take a second to walk through the differences before we get started.
This is something companies provide to make in-house HR management easier.
With HR software, you pay a monthly fee to use it every month. Alternatively, you could buy a license and install it on your computer.
It’s mostly for automating processes or providing a network of benefits providers.
You can use it as a tiny business without HR or if you have a dedicated HR team. Either way, it’s a software that requires you (or someone on your team) to run it.
With that said, it’s very flexible and affordable.
However, don’t confuse it with HR outsourcing because they aren’t the same, although a few of the providers on this list also offer HR software.
Human resources outsourcing (HRO)
HR outsourcing means hiring a third-party to take on all or part of your HR management tasks. This can include things like payroll administration, benefits management, recruitment, and employee training programs.
The benefit of outsourcing in this manner vs. hiring or expanding your in-house team is lower associated costs. When you outsource, you don’t need to pay a salary or provide benefits.
So, the overall cost is typically much lower than adding new people to your team.
All of the options on this list offer HR outsourcing in some form or another. Some only cover specific tasks like policy creation, while others offer services covering every aspect of human resources.
With HR outsourcing, you can decide if you want to outsource all HR activities or just a few.
Professional employer organization (PEO)
PEO services are a specific type of HR outsourcing in which the company is your co-employer. Furthermore, the service provider becomes the employer of your employees.
And since the PEO company is the employer, they’re responsible for payroll taxes.
This type of agreement typically requires a lengthy contract. However, you’re in charge of what your team does on a day-to-day basis. So, everything stays the same on your end, except you’re no longer responsible for specific HR tasks or payroll taxes.
Furthermore, the two parties decide how much responsibility each party handles.
So, this type of agreement can be extremely flexible if that’s something you need. This is especially beneficial if you already have an HR department.
One of the most significant values of this type of partnership is access to better benefits packages for your team. Plus, you can get those pesky HR tasks off your plate.
However, you sacrifice a certain degree of control by inviting someone else into your business.
#1 – G&A Partners Review — The best HR outsourcing service for customization and flexibility
If you’re looking for a customizable and flexible all-around HR outsourcing solution, G&A Partners is my #1 recommendation.
They combine intuitive technology encompassing everything you need with world-class customer service to empower your business and employees. From payroll services to health insurance, retirement plans, and recruitment, G&A Partners covers it all.
Furthermore, each plan is custom-fit to your business and specific needs.
So, you don’t have to worry about cookie-cutter plans that don’t quite fit the bill. Plus, you also get a dedicated client service team to manage everything and help you out when you need it.
As a G&A Partners client, you can choose from countless services, including:
- Payroll administration and processing
- Self-service employee dashboard
- Time clock, scheduling, and PTO
- On-demand data access
- Benefits from the top providers
- Benefits administration
- Ancillary benefits
- Wellness and financial health
- Sourcing, recruiting, and hiring
And since each plan is custom to match your needs, you’re not stuck paying for services you don’t actually need. Plus, you can rest easy knowing you comply with local, state, and federal legal regulations.
From recruitment and onboarding to payroll and benefits administration, you’re in good hands.
With that said, G&A Partners doesn’t share pricing online. So, schedule a free consultation to build a service package tailormade for you, your business, and your #1 asset—your employees.
#2 – Bambee Review — The best HR outsourcing services for HR policies and administrative tasks
If you’re a small business with fewer than 99 employees, Bambee is an affordable way to hire a dedicated account manager to handle HR policies and employee training.
Hiring an in-house HR manager can easily cost $4,000+ every month, plus benefits. So, it gets quite expensive and unattainable for really small businesses.
But with Bambee, you can outsource starting at $79/month (or $99/month if you pay monthly).
From the start, you get a dedicated HR manager to help build your HR policies and walk you through your state’s compliance regulations.
They can also help you onboard employees, terminate them, and handle corrective action while staying in compliance.
Furthermore, Bambee can also help evaluate your risk for wrongful termination.
So, you don’t have to worry about expensive lawsuits or continually wondering what you’re responsible for after employee termination.
Plus, you get complete remote access to your manager via phone, email, and chat to answer questions and help you with anything you need. And the best part? Your employees can chat with them as well.
With Bambee, you get access to powerful and helpful features, including:
- Creating and implementing company policies
- Staff training, so they understand your new policies
- E-signatures and an online document viewer
- Staff folders for organization and compliance
- A smart cabinet for record-keeping
- HR forms and agreements (i.e., HIPAA notices or offer letters)
You get everything you need to create, implement, and manage internal HR policies. However, you are sacrificing several crucial features, like payroll administration and benefits management for affordable pricing.
So, keep in mind that you will have to manage those things on your own. Bambee can answer questions and look into those things for you, but they’re not included as part of the package.
#3 – Paychex Review — The best HR outsourcing services for small to midsize businesses
Paychex is one of the most popular and trusted HR solutions on the market.
They’ve been around for more than 45 years, and over 680,000+ businesses trust them with their HR software and service needs.
From benefits and attendance to payroll, HR, and onboarding, they offer everything you need to run and streamline your small or midsize business without hiring in-house.
And the best part is that you can choose which services you need, rather than paying for everything and using a handful of features.
Plus, you can outsource everything… or a few things, depending on what you need.
They offer software and service packages for small, medium, and large companies. So, it’s an excellent option for everyone. But their small and medium sizes packages are where they truly shine.
In fact, more than half a million of their customers are small businesses.
With their small and midsize packages, you get access to Paychex Flex, their all-in-one HR automation software.
But you can also choose between 24/7/365 customer support or a dedicated specialist for help when you need it. So, whether you have a dedicated HR team or not, you can rest easy knowing you have an expert manager behind you.
Paychex Flex comes with a wide range of powerful features, including:
- Recruiting and applicant tracking
- Time and attendance
- Hiring and onboarding
- Retirement and termination
- Health insurance administration
- Payroll management
- PTO, 401(k)s, and other benefits
You won’t find their pricing online, so get a free quote to learn more about Paychex today!
#4 – Insperity Review — The best PEO services for enterprises
Insperity is an all-in-one HR service provider for small businesses and enterprise organizations alike. They offer individual solutions and a full-service PEO option, making it perfect for small to medium enterprises.
It’s an excellent choice if you have the budget for their PEO choice as an alternative to hiring or expanding an in-house HR team.
They also offer a wide range of HR software if you’re a smaller business interested in managing HR activities on your own. However, that gets old very quickly, especially if you have a ton of other things on your plate.
Insperity’s PEO all-in-one solution covers every HR service imaginable, including:
- Medical, dental, and vision benefits
- FSA and HSA accounts
- Disability, employee assistance, and retirement
- Payroll processing and administration
- Time and attendance tracking
- HR administration and wage garnishments
- An employee self-service portal
- Risk mitigation and legal compliance
- Recruiting and performance management
- Training and development programs
- Company culture development
- Advanced analytics and reporting
- Personalized customer support for your employees
As if that isn’t enough, they have a team of specialists dedicated to managing different HR tasks. So, you know you’re getting the best of the best.
It’s essentially an extension of your business (or HR department if you already have one).
Insperity’s services are a practical way to reduce risk, improve productivity, automate your HR processes, and get a bird’s eye view of your most valuable asset—your employees.
They offer two-year pricing guarantees, billing transparency, and fixed service fees, so you never have to guess how much you’re going to pay every month.
However, their prices aren’t available online, so get in touch with their sales team to learn more.
#5 – ADP Review — The best for full-service non-PEO outsourcing
If you’re interested in full-service HR outsourcing but don’t want to go the PEO route, ADP is an excellent choice. They provide complete outsourcing for everything from administrative tasks to payroll processing and more.
With that said, they do offer a PEO option. But they’re one of the few providers that offer complete packages without the complexity of an enterprise-grade PEO partnership.
On top of that, they also offer one of the most popular HR software packages on the market.
So, you can create an entire HR department using their services and software without having to hire in-house or expand your existing team.
ADP’s team of experts is ready to help reduce your risk and everyday burden, regardless if you’re just looking for a helping hand with administrative tasks or facing an acquisition, merger, or an at-risk termination.
So, no matter the situation, ADP has you covered.
They offer a variety of individual services and more strategic offerings, including things like:
- Payroll and benefits administration
- Time and attendance tracking
- Employee handbooks and internal policies
- COBRA insurance administration
- Dynamic analytics
- Compliance training, tracking, and reporting
- Recruitment and staffing
On top of that, they also offer a bundle of business processes and HR outsourcing if you need even more assistance with the ins and outs of your business.
Because each package is tailored for your business, you won’t find ADP’s pricing online.
As such, you’ll have to get with their sales team to learn more and start building out your HR outsourcing package.
#6 – CPEhr Review — The best HR outsourcing services for individual tasks and HR consultations
If you’re interested in outsourcing individual HR tasks or receiving HR consultations, CPEhr is a smart choice. They offer a wide variety of different services designed to help make your life (or your HR department’s) life a bit easier.
So, rather than spending time running payroll or finding the best benefits for your team, you can work on things that actually move the needle for your business.
Plus, they also take pride in helping customers develop long-term and short-term HR strategies, so you’re never left to figure things out on your own.
Whether your HR department needs some extra assistance or you need one-off services, like recruitment for an open position, CPEhr has you covered. Their services span basic administrative tasks to more complex strategy planning, including:
- Payroll and tax administration
- Recruiting, onboarding, and training
- Benefits administration
- COBRA insurance management
- Disability and retirement
- Employee benefit orientations
- Employee and management training
- Risk management consulting
- Employee handbooks and policies
- Unemployment and disability administration
- Performance reviews
- Legal compliance
- Government audits
Essentially, CPEhr covers anything you need, whether you want to outsource everything or a short-term one-off situation.
They also offer PEO and full HR outsourcing plans, if that’s something you’re interested in. However, their a la carte services and complete flexibility are what make them stand out from everyone else on this list.
Like most providers, you won’t find pricing online.
Get in touch with their team to talk more about your needs and learn more about how CPEhr can help your business today!
Wrapping things up
G&A Partners is my top recommendation for most users. It’s incredibly flexible with the ability to handle businesses of all shapes and sizes. Plus, they offer a wide range of services to help make your life easier.
But that doesn’t mean they’re right for everyone.
So, don’t forget to use the criteria we talked about as you go through the process of finding the best HR outsourcing services for you, your team, and your business.
How do you handle human resources at your company?
Thank you for reading.
This may be of some interest.
Bruce Willis is John McClane in a new car battery ad for Advanced Auto Parts that blows up ’88 action flick nostalgia like Nakatomi Plaza.
During the NFL games on Fox this weekend, we got a major shot of nostalgic advertising, courtesy of Advance Auto Parts and its DieHard car batteries. Ahead of the broadcast, Rumer Willis posted a clip of her dad on Instagram whistling Beethoven’s Symphony No. 9, a nod to his legendary action flick character John McClane, with the hashtag #DIEHARDISBACK.
Thank you for reading.
This may be of some interest.
Posted by Cyrus-Shepard
When you publish new content, you want users to find it ranking in search results as fast as possible. Fortunately, there are a number of tips and tricks in the SEO toolbox to help you accomplish this goal. Sit back, turn up your volume, and let Cyrus Shepard show you exactly how in this popular and informative episode of Whiteboard Friday.
[Note: #3 isn’t covered in the video, but we’ve included in the post below. Enjoy!]
Click on the whiteboard image above to open a high-resolution version in a new tab!
Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. I’m Cyrus Shepard, back in front of the whiteboard. So excited to be here today. We’re talking about ten tips to index and rank new content faster.
You publish some new content on your blog, on your website, and you sit around and you wait. You wait for it to be in Google’s index. You wait for it to rank. It’s a frustrating process that can take weeks or months to see those rankings increase. There are a few simple things we can do to help nudge Google along, to help them index it and rank it faster. Some very basic things and some more advanced things too. We’re going to dive right in.
1. URL Inspection / Fetch & Render
So basically, indexing content is not that hard in Google. Google provides us with a number of tools. The simplest and fastest is probably the URL Inspection tool. It’s in the new Search Console, previously Fetch and Render. As of this filming, both tools still exist. They are depreciating Fetch and Render. The new URL Inspection tool allows you to submit a URL and tell Google to crawl it. When you do that, they put it in their priority crawl queue. That just simply means Google has a list of URLs to crawl. It goes into the priority, and it’s going to get crawled faster and indexed faster.
Another common technique is simply using sitemaps. If you’re not using sitemaps, it’s one of the easiest, quickest ways to get your URLs indexed. When you have them in your sitemap, you want to let Google know that they’re actually there. There’s a number of different techniques that can actually optimize this process a little bit more.
The first and the most basic one that everybody talks about is simply putting it in your robots.txt file. In your robots.txt, you have a list of directives, and at the end of your robots.txt, you simply say sitemap and you tell Google where your sitemaps are. You can do that for sitemap index files. You can list multiple sitemaps. It’s really easy.
You can also do it using the Search Console Sitemap Report, another report in the new Search Console. You can go in there and you can submit sitemaps. You can remove sitemaps, validate. You can also do this via the Search Console API.
But a really cool way of informing Google of your sitemaps, that a lot of people don’t use, is simply pinging Google. You can do this in your browser URL. You simply type in google.com/ping, and you put in the sitemap with the URL. You can try this out right now with your current sitemaps. Type it into the browser bar and Google will instantly queue that sitemap for crawling, and all the URLs in there should get indexed quickly if they meet Google’s quality standard.
3. Google Indexing API
(BONUS: This wasn’t in the video, but we wanted to include it because it’s pretty awesome)
Both of these solutions allow for the potential of massively speeding up indexing by submitting 100s or 1000s of URLs via an API.
While the Bing API is intended for any new/updated URL, Google states that their API is specifically for “either job posting or livestream structured data.” That said, many SEOs like David Sottimano have experimented with Google APIs and found it to work with a variety of content types.
If you want to use these indexing APIs yourself, you have a number of potential options:
- Richard Baxter wrote an excellent post on using SEO Tools for Excel with Google’s API
- Google’s Indexing API documentation
Yoast announced they will soon support live indexing across both Google and Bing within their SEO WordPress plugin.
Indexing & ranking
That’s talking about indexing. Now there are some other ways that you can get your content indexed faster and help it to rank a little higher at the same time.
4. Links from important pages
When you publish new content, the basic, if you do nothing else, you want to make sure that you are linking from important pages. Important pages may be your homepage, adding links to the new content, your blog, your resources page. This is a basic step that you want to do. You don’t want to orphan those pages on your site with no incoming links.
Adding the links tells Google two things. It says we need to crawl this link sometime in the future, and it gets put in the regular crawling queue. But it also makes the link more important. Google can say, “Well, we have important pages linking to this. We have some quality signals to help us determine how to rank it.” So linking from important pages.
5. Update old content
But a step that people oftentimes forget is not only link from your important pages, but you want to go back to your older content and find relevant places to put those links. A lot of people use a link on their homepage or link to older articles, but they forget that step of going back to the older articles on your site and adding links to the new content.
Now what pages should you add from? One of my favorite techniques is to use this search operator here, where you type in the keywords that your content is about and then you do a site:example.com. This allows you to find relevant pages on your site that are about your target keywords, and those make really good targets to add those links to from your older content.
6. Share socially
Really obvious step, sharing socially. When you have new content, sharing socially, there’s a high correlation between social shares and content ranking. But especially when you share on content aggregators, like Reddit, those create actual links for Google to crawl. Google can see those signals, see that social activity, sites like Reddit and Hacker News where they add actual links, and that does the same thing as adding links from your own content, except it’s even a little better because it’s external links. It’s external signals.
7. Generate traffic to the URL
This is kind of an advanced technique, which is a little controversial in terms of its effectiveness, but we see it anecdotally working time and time again. That’s simply generating traffic to the new content.
Now there is some debate whether traffic is a ranking signal. There are some old Google patents that talk about measuring traffic, and Google can certainly measure traffic using Chrome. They can see where those sites are coming from. But as an example, Facebook ads, you launch some new content and you drive a massive amount of traffic to it via Facebook ads. You’re paying for that traffic, but in theory Google can see that traffic because they’re measuring things using the Chrome browser.
When they see all that traffic going to a page, they can say, “Hey, maybe this is a page that we need to have in our index and maybe we need to rank it appropriately.”
Once we get our content indexed, talk about a few ideas for maybe ranking your content faster.
8. Generate search clicks
Along with generating traffic to the URL, you can actually generate search clicks.
Now what do I mean by that? So imagine you share a URL on Twitter. Instead of sharing directly to the URL, you share to a Google search result. People click the link, and you take them to a Google search result that has the keywords you’re trying to rank for, and people will search and they click on your result.
You see television commercials do this, like in a Super Bowl commercial they’ll say, “Go to Google and search for Toyota cars 2019.” What this does is Google can see that searcher behavior. Instead of going directly to the page, they’re seeing people click on Google and choosing your result.
- Instead of this: https://moz.com/link-explorer
- Share this: https://www.google.com/search?q=link+tool+moz
This does a couple of things. It helps increase your click-through rate, which may or may not be a ranking signal. But it also helps you rank for auto-suggest queries. So when Google sees people search for “best cars 2019 Toyota,” that might appear in the suggest bar, which also helps you to rank if you’re ranking for those terms. So generating search clicks instead of linking directly to your URL is one of those advanced techniques that some SEOs use.
9. Target query deserves freshness
When you’re creating the new content, you can help it to rank sooner if you pick terms that Google thinks deserve freshness. It’s best maybe if I just use a couple of examples here.
Consider a user searching for the term “cafes open Christmas 2019.” That’s a result that Google wants to deliver a very fresh result for. You want the freshest news about cafes and restaurants that are going to be open Christmas 2019. Google is going to preference pages that are created more recently. So when you target those queries, you can maybe rank a little faster.
Compare that to a query like “history of the Bible.” If you Google that right now, you’ll probably find a lot of very old pages, Wikipedia pages. Those results don’t update much, and that’s going to be harder for you to crack into those SERPs with newer content.
The way to tell this is simply type in the queries that you’re trying to rank for and see how old the most recent results are. That will give you an indication of what Google thinks how much freshness this query deserves. Choose queries that deserve a little more freshness and you might be able to get in a little sooner.
10. Leverage URL structure
Finally, last tip, this is something a lot of sites do and a lot of sites don’t do because they’re simply not aware of it. Leverage URL structure. When Google sees a new URL, a new page to index, they don’t have all the signals yet to rank it. They have a lot of algorithms that try to guess where they should rank it. They’ve indicated in the past that they leverage the URL structure to determine some of that.
Consider The New York Times puts all its book reviews under the same URL, newyorktimes.com/book-reviews. They have a lot of established ranking signals for all of these URLs. When a new URL is published using the same structure, they can assign it some temporary signals to rank it appropriately.
If you have URLs that are high authority, maybe it’s your blog, maybe it’s your resources on your site, and you’re leveraging an existing URL structure, new content published using the same structure might have a little bit of a ranking advantage, at least in the short run, until Google can figure these things out.
These are only a few of the ways to get your content indexed and ranking quicker. It is by no means a comprehensive list. There are a lot of other ways. We’d love to hear some of your ideas and tips. Please let us know in the comments below. If you like this video, please share it for me. Thanks, everybody.
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This may be of some interest.
Soon, astronauts on moon missions won’t have any excuse for not answering their texts.
NASA has awarded Nokia of America $14.1 million to deploy a cellular network on the moon. The freaking moon. The grant is part of $370 million worth of contracts signed under NASA’s “Tipping Point” selections, meant to advance research and development for space exploration.
Nokia’s plan is to build a 4G/LTE network, and eventually transition to 5G (just like the rest of us). It will be “the first LTE/4G communications system in space,” according to NASA’s announcement.
“The system could support lunar surface communications at greater distances, increased speeds, and provide more reliability than current standards,” the announcement also reads. Read more…
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