If you have been following Wakefly for a while, you know the importance of having an interesting, often-updated, and well-written blog on your company’s website:
— Increasing your role as a thought-leader in your industry
— Providing regular content for search engines to find, index, and deliver more traffic as a result
— Maximizing the opportunities for keyword and search-engine optimization
— Placing more calls-to-action and internal links in more places (including within each article)
— Utilizing the benefits of social-networking websites easily
Of course, each of these pluses require a little more effort through B2B keyword research, B2B social-media marketing, and so on. But I have just discovered another method to promote your corporate blog for free on other relevant websites — and in an automatic, non-spam way after just a few minutes of work.
Arkayne is a social-networking website that, for some unknown reason, has not yet received the attention it deserves. The platform provides either code to be inserted directly into your company’s site or a widget for those who use a third-party platform. The add-on is a customizable “Related Posts” service that is unlike any of the countless others out there.
First, it lists other internal articles at the bottom of posts that readers may find interesting. This, of course, is common — and the practice saves time since company bloggers need to spend less effort on internal links in each article. But the ingenious part is that a second section lists related posts by other Arkayne users.
Here is the benefit: your firm’s posts and articles are listed in this section on the blogs and websites of other users as well. As a result, everyone receives additional traffic by helping each other. (Other similar services, like Outbrain, charge for the “privilege” of listing your links on other sites. Arkayne seemingly earns revenue by offering an additional premium-level platform.)
And there is more. Arkayne users can associate their Facebook and Twitter feeds as well — this is completely optional, of course — and links to everyone’s posts would also be spread through everyone’s accounts on the two largest social-media websites.
Of course, my first concern was that the blogs of other users would be chosen randomly and then articles on movies would appear — seemingly as spam — on a corporate blog that focuses on B2B marketing.
But then I saw an an internal-community aspect that negated this possible deal-breaker. Through a process of “recommending,” Arkayne users choose on which sites their posts will appear. In the community section of the site, people and businesses can search for users with content similar to theirs. Only posts from those whom you “recommend” will appear at the bottom of your blogs — and your posts will feed only to those whom have recommended you.
As a result, it is important to choose wisely. If your website focuses on B2B marketing, you will probably “recommend” the sites of other B2B marketers so that posts on, say, teenage pop-star Justin Beiber do not appear. However, you probably would not want content from direct competitors to be listed on your site. It is a balancing act — and everyone else would consider your site in the same manner.
That being said, there does seem to be a contingent of Arkayne users who recommend everyone in the hopes of getting as many recommendations — and, thereby, traffic — as possible since people, out of courtesy, often recommend those who recommend them. But pursue this B2B social-media marketing tactic at your own risk — traffic that is not relevant, and thereby not likely to convert, is a waste of time.
I have started using Arkayne on a personal blog only in the past few days, and the results so far have been small but promising. For more information, I also recommend reading Mark Thompson’s post on Arkanye at Search Engine Journal — he received 368 visitors in the thirty days after joining the site. (And to give online credit where online credit is due, I first learned of the social-media website through his article.)
The benefits, however, go beyond increased traffic from other sites. Placing internal links inside every blog post — and even at the end — is a good way to help Google to index more pages of your blog (and website as a whole) since search-engine spiders will have more than one way to find additional content elsewhere on the site. In addition, inbound links are very important in helping to increase a website’s SEO “authority” in search results, but it is still debatable whether automatically-generated backlinks are as beneficial as the natural ones that writers have included in their articles themselves.
In addition, the bottom of a post is actually one of the best places for links, social-media share widgets, and advertisements. Many online marketers — especially those who come from traditional-media backgrounds — erroneously believe that what matters is only the “above the fold” section (what appears when a visitor lands on a website without needing to scroll down).
But the important aspects of a site are not always what is “up top” — it is where a vistor’s eyes go. Take a look at the Google Adsense “heat map” (pictured on the left). The descreasing order of importance is red, orange, tan, and white — the darker the color, the more attention the place receives from a visitor’s eyes. And the section just after a blog post is better than the top right-hand corner (which, of course, would usually be seen as a top priority). The reasons:
— Eye-tracking research has determined that the eyes of a visitor to a website usually go from top-left to the middle-center to the bottom-right
— As long as a blog post has quality, interesting content, people will usually read to the end
— Most people subconsciously ignore banner ads in sidebars elsewhere than at the top left-hand corner of the page (since they instinctively go there at at first). The rise in online advertising has created so-called “banner blindness”
By placing links to interesting content at the bottom of posts (in your site and from elsewhere) throughout the Internet, an application like Arkayne can greatly benefit a business blog.