Visual Content, Link Earning, Explainer Videos, and more | Return On News

It has been close to two months since I’ve shared anything via Return On News, so let’s take a break from the normal flow of posts to look at some interesting content I’ve curated to Twitter lately.

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Return On News: October 26, 2012

Ex-Googler: “To Please Google With Your SEO, Forget About SEO”

Matt McGee of Search Engine Land summarizes his interview with former Google employee Andre Weyher and the response it garnered directly from Google. Andre gives his take on link-building, how to identify a spammy link profile, and how to really look at on-page optimization. Interesting read, even if Google tried to discredit some of his commentary.

5 Reasons Why Visual Content Needs to Be Included In Your Marketing

Social Media Today contributor Amanda Ryan explains why visual content and imagery is important to include in your marketing if you want it to incentivize action. Key points include piquing interest, encouraging sharing, and driving word of mouth.

FACEBOOK: I WANT MY FRIENDS BACK

Richard Metzger of Dangerous Minds unveils his findings related to Facebook’s Promoted posts. His analysis poses some very serious questions regarding the way they limit visibility of posts to Brand Pages and require the businesses to pay to have all of their “likes” actually see the content. He pulls no punches and even goes so far as to question whether it should be investigated for Antitrust purposes. Great read, and a topic to which all social media marketers should give a serious look.

The Death of Link Building and the Rebirth of Link Earning

In the October 19, 2012 edition of Whiteboard Friday from SEOmoz, founder Rand Fishkin looks at the implications of Penguin and other recent changes in how Google values and measures links. The video basically supports our belief that anything scalable, any shortcuts, will cause complications with Google. This includes known Black Hat SEO tricks like link farms and rings, blog spam, and reciprocal link purchases.

Anchor Text Analysis: Post “Penguin” and EMD

Razvan Gavrilas of Cognitive SEO investigated in detail the effects of exact match anchor text and exact match domains on businesses in several well known industries. He shares his thoughts as well as the findings / data in this post. Industries considered include Online College, Women’s Clothing, Real Estate, Mortgage, Pay Day Loans, Life Insurance, and DUI Lawyer.

Have Keywords Stopped Being A Proxy To The Customer?

Search Engine Land contributor Jenny Halasz considers whether it is better to focus on on-page optimization or the user experience for prospects and customers. This provides an interesting angle on analyzing the effects of the latest Google updates, but actually poses more questions than it answers. Either way, good read worth a few minutes of your time.

Why Explainer Videos Increase Conversion Rates by 20%

Andrew Angus of custom landing page platform unbounce explains how a simple addition to your library of videos can help increase conversion by 20%. You may have seen those squeeze / affiliate / doorway pages which show a short video like this and ask you to sign up for their list to get the recipe to whatever secret sauce they are selling. There is a darn good reason they take this approach, and you can also take advantage of this approach for any business or website you wish to promote.