News

PR Assistant

Posted in Jobs on 27 February 2015

LEGOLAND® Windsor Resort is a family theme park dedicated to children aged 2-12 years old.  Everyone can play their part in a world of LEGO® adventure, with over 55 rides and attractions.  In 2014 94% of our staff told us that they enjoy working here. If you are looking for a role in a totally unique environment then come and join the LEGOLAND fun.

About the Role

We have an exciting opportunity to join our Sales and Marketing team as a PR Assistant. The PR Assistant will work with the Senior Press Officer to effectively deliver the PR plan, providing support for all public relations activities, events and projects.  Reporting to the Senior Press Officer and working with the Head of PR, the PR Assistant is responsible for handling general media enquiries, distributing press materials, organising photography shoots, arranging press facility visits and general administration.  The PR Assistant will also be responsible for the production and distribution of the internal monthly newsletter and day to day management of the Resort’s local community PR programme.

About You

Ideally you will have a Public Relations, Communications or English degree and some work PR experience either In-House or PR Agency environment. You will have excellent written and verbal communication skills and a proactive can do positive attitude. You will also have an understanding of Facebook and Twitter, as well as a good knowledge of Microsoft packages (Windows, Word, Excel, Powerpoint).

About The Benefits

Alongside a competitive annual salary, you can look forward to a great benefits package which includes Group Personal Pension Plan, 20 days’ holiday and of course a Merlin Magic Pass which give you free admission to all of our attractions worldwide. Perhaps the biggest benefits of joining us, however, are the outstanding opportunities for career development.

About Us

Whilst at the LEGOLAND® Windsor Resort children can earn their very first driving licence, splash and play with giant DUPLO® animals or discover their favourite landmarks in world famous Miniland. Plus for the ultimate LEGOLAND experience, families can stay over in one of our fully themed bedrooms at our Resort Hotel. All set in 150 acres of beautiful parkland, the LEGOLAND Windsor Resort is the ultimate family theme park.

About Merlin

Merlin Entertainments plc is the leading name in location-based, family entertainment, and has seen the most successful and dynamic growth of any company in the sector over the last five years. Europe’s Number 1 and the world’s second-largest visitor attraction operator, Merlin now operates 100 attractions, nine hotels/three holiday villages in 22 countries and across four continents. The company aims to deliver memorable and rewarding experiences to its c.60 million visitors worldwide, through its iconic global and local brands – including Madame Tussauds, SEA LIFE, LEGOLAND® and the Eye – and the commitment and passion of its managers and more than 25,000 employees.

Please apply here.

Junior PR Executive

Posted in Jobs on 27 February 2015

Description

Odyssey is a bespoke PR boutique representing international listed companies that seek to raise their profile in the City.

This is an excellent opportunity to gain hands-on experience across a wide range of sectors – from financial to real estate and industrial manufacturing – in an international context. You will work with clients who are market leaders in their fields and operate in multiple growth markets across Europe and globally.

We are looking for a high-potential junior PR Executive who is genuinely enthusiastic about media and the news cycle across all channels. You will be switched on, resourceful and resilient, with a constructive approach to high-pressure situations. You will join the Odyssey team at entry level and, if successful, will develop PR skills with a view to ultimately managing your own account.

The role:
• Get involved in running high-profile international campaigns integrated across multiple channels
• Draft PR documents – press releases, pitch stories, fact sheets, media briefs
• Spot pitching opportunities to generate media coverage for clients
Compile reports and early warning alerts based on extensive market research & peer analysis
• Develop and maintain up to date account documentation – minutes, agendas, progress reports, coverage reports
• Manage logistics for media events

We value: integrity, self-direction, discipline and a drive for results. We are happy to consider people from a variety of backgrounds as long as they have the right mindset.

You will be offered:
• First-class coaching and guidance by a manager who is committed to developing her team’s skills set and knowledge
• A fast-paced environment recognized by both clients and media for consistently delivering top-notch work
• Competitive salary and performance-related bonus
• A certain degree of flexibility in terms of working hours and location

Qualifications

The ideal candidate:
• Has outstanding writing & verbal communication skills and sophisticated command of English
• Is familiar with/ interested in AUT, DE and CEE markets (fluency in German is a strong asset)
• Is intellectually curious, learns fast and is able to grasp technical concepts and turn them into compelling stories
• Displays meticulous attention to detail
• Has excellent planning skills and an ability to prioritise work and self-manage
• Thrives on challenges and enjoys working in a fast-paced environment

Please apply here.

How to Pitch Potential Clients

Posted in Tips on 27 February 2015

Creating a captivating pitch that holds your audience’s attention involves preparation and hard work. Your success rate will skyrocket if you take the time to research your potential client’s needs, and have the confidence to tailor your script to the conversation at hand.

Know Your Audience
Before you engage in a dialogue with your audience, conduct research to ascertain what needs they have that you can meet. Tailoring your pitch allows you to show why your product is best for your client specifically. By highlighting the features you offer that align with your audience’s strengths or weaknesses, you create an open forum for focused, further discussion.

Be the Answer to Their Problem
Since you have done your due diligence, you no doubt have some solutions to problems your client faces. Customers respond with greatest alacrity to conversations that offer unique solutions. Your pitch should diplomatically reference a specific area of weakness, then offer one or more ways that your particular product will benefit the client.

Pitch to the Decision-Makers
Ensure that you are speaking with those who make the decisions. Your pitch may have been spot on, but if your audience lacks the power to seal the deal, you will have wasted your time and theirs. If you are not certain of the appropriate candidate, simply ask your company contact in a direct and respectful manner.

Be Ready for Objections
Your presentation must be not only well-researched and problem-solving, but also one step ahead of the game. What objections might the client raise? Are there potential drawbacks for your audience? Typically, clients will hesitate on the basis of four categories: Budget, Authority, Need, and Time. If the client feels pressed for time or money, be prepared to outline ways your product can save both of those in the long run. Similarly, have convincing counter-arguments for questions of authority or necessity. Use your product and customer research to finesse objections in a rational and well-informed manner.

Plan to Change Plans
Always enter the arena with an open mind. Even if your pitch is as well-crafted and customer-oriented as you can make it, your client may express the need for something different. Take the time to truly listen to the buyer. If you can align your pitch extemporaneously to your audience’s needs, you have a much greater chance of success than if you stick firmly to your script.

It’s Not Over Yet
Your pitch has been well-researched, attuned to the buyer’s needs, and flexible. Now is the time to call for action. You must be the one to suggest further steps. Though the client may not be ready to finalize the agreement, you can urge forward motion by suggesting a follow-up consultation or trial access to your product. Be proactive in order to ensure growth and mutual satisfaction in your newly-formed partnership.

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4 Tips for Improving Your Email Campaigns

Posted in News on 27 February 2015

Your email campaign can be one of your most successful tools for outreach to properly built and maintained. Here are four tips for improving your email campaign so that you can achieve the reach your business deserves.

1 – Know your audience.

If you do not know the average age, income, marital status and buying habits of your target customer, then you need to perform that research immediately. From this information, you can discern the platforms where your audience accesses your advertisements and information. You will be able to determine where and when they make purchases. All of this information can be fed back to them through your email campaign in order to relate to them more readily.

2 – Know your message.

Your message must be consistent so that your audience knows exactly what he is you do. If you confuse your audience in any way, they will tune you out or completely ignore you. In an age of instantaneous gratification, no one has the time to think through what you wanting your message to be. Give it to your audience on a silver platter in the form of engaging and relevant headlines and topics.

3 – Format your email to suit the tastes of your audience.

Does your audience like pictures or text? What are the keywords that your audience clues in to when they are looking for information on a certain subject? The secret to a great email is to give your audience as many clues as possible that you understand their needs.

4 – Track your results.

This is perhaps the most important step in your email campaign process. There will always be small details that you will need to change in order to serve your audience best. However, you will never know what the details are until you survey your audience and implement some trial and error.

Another reason that you must track the results is because email campaigns must change in real time. The strategies that you use a year ago will likely not work today (no matter when you read this) because there is no such thing as a one-size-fits-all solution in the modern business landscape.

Follow the above tips to improve your email campaign. Be sure that you are also in compliance with the laws of your nation when it comes to business emails as well. Many governments are cracking down on emails that are not formatted with an unsubscribe button, for instance.

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From Intern to Account Executive: How to Grow a Career in PR

Posted in Tips on 27 February 2015

Securing a position as an intern takes well-planned strategies. From an objective point of view, an intern is in a good position to make the step from intern to account executive. There are several points to consider to achieve this goal. College students should be vigilant of potential internships available in top firms during semester breaks or summer vacations. This is a good way to earn job valuable experience in this field. It’s extremely important for college students to focus on the details of their experience in public relations gained from entry level jobs to internships.

Study Internship and Account Executive Qualifications

Spend time reviewing job qualifications for internships carefully. These qualifications are clues to who PR firms hire and why. As an intern, it’s also important to be able to prove some sales and customer service skills.  The major part of an account executive’s job is a combination of selling PR services and providing clients with excellent customer service. For today’s interns, qualifications include knowledge of PR related to social media.

Strategies for Entry Level Interns

As an entry level intern, the opportunity to add to existing skills and qualifications is one of the benefits of this position. An intern in PR may be asked to do “grunt” work like checking sources for media, gathering data to build a client base or providing administrative services for PR events. This type of basic work experience is a step to move from intern to account executive. The reason for this is that an intern learns who the most viable potential contacts are and how to “sell” PR to clients.

Building the Professional PR Account Executive Image

Image in any business is crucial. Image sets the tone for how professionalism is perceived. Building the professional PR account executive image begins in internships. The strategy here is to thrive on learning curves that enhance professional status.

Top PR account executives are recognized by their industry status. This may be a result of providing PR to major Fortune 500 clients, or as a result of spearheading the most successful PR events.

Sales and marketing skills also play a significant role in PR account executive positions. The strategy for the newly hired intern should be to focus on sales and marketing techniques as a continuous learning curve within the realm of the PR industry.

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4 Essential Components of a Successful Press Release

Posted in Tips on 27 February 2015

A common complaint the media shares about PR professionals is that they send them lengthy, off-topic pitches. Sometimes, even pitches that meet the needs and expectations set forth by the media can go unnoticed.

What can you do to ensure that your pitches are not only relevant and timely but are also presented in a way that your recipients actually read them? We asked our Twitter audience for some suggestions on how to craft a great press release. Let's take a look at the must-haves of a great pitch:

Headline: This was far and away the most popular response from our audience, and for good reason. You are most likely reading this article because the headline interested you in some way. It's no different for press releases.

What does a good headline look like? For starters, it leads off with keywords, and it gets to the point in less than 100 characters, as many email clients don't display more than that, especially on mobile devices. Likewise, a good headline is devoid of unnecessary industry jargon, and it creates an emotional connection with recipients. A good check: after you write your headline, ask yourself, "Would I open this?"

Timing: Depending on who you're trying to reach, it's probably a bad idea to send your press release at 5 PM on Friday afternoon. Think about when your target will be at his/her desk, and send your message then. Do some research. There is a ton of data out there about when people in particular industries are most likely at their desks.

Brevity: In addition to being the soul of wit, brevity is the golden rule of press release writing. Think about it—when was the last time you read an entire press release? Keep your message short, and break up important information into short, memorable quips accompanied by visual cues such as bullet points.

Relevance: You could have a great headline and an story amazing story to tell, but it's worthless if you send it to someone who doesn't cover the particular beat you're targeting. Research your recipients carefully. A press release with 1,000 recipients and no responses is far less impressive than one that gets coverage after being sent to only 10 targets.

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5 Steps to Becoming an Effective Writer (and a Better PR Pro)

Posted in Tips on 27 February 2015

When a Florida sheriff’s office recently noticed its new crest-engraved office rug read “In Dog We Trust,” rather than “In God We Trust” it turned a $500 typo into a nearly $10k opportunity. It held an auction for the grammatically incorrect rug in which proceeds would go to the local animal rescue organization. If we could raise $9,650 (which the sheriff’s office did) for every typo, grammatical error and poor turn of phrase, bad writing and editing could actually be spun into a rather beneficial side business. Alas, poor writing or sloppy editing persists among the best brands and among the best of us. It just happens. But we can do better.

It certainly doesn’t look good for communicators when a press release is riddled with errors, when an email to a reporter is lacking punctuation and clarity or when a business memo is strung together with disparate ideas and fails to cut to the chase. Spell-check cannot save a poor communicator.

There are a few quick fixes to our post-college national writing problem:

Find an Editor: Someone on your team should serve as your editor. Never let a press release go on the wires or an important document be distributed without another set of eyes. Don’t just have anyone edit your copy – identify strong writers who have a discerning eye. Just as importantly, track the changes your editor makes so you can see for yourself what is being changed and understand your writing weaknesses.

Read Two Great Articles a Day: Whether online or in print, read something in the news or within your markets and observe how the writer grabs your interest in the first 15 seconds and how the article articulates its main points and concludes the piece. You are reading a great story, and as a storyteller you can be as interesting as that journalist.

Let Your Best Work Marinate: By this I mean don’t rush your messaging. You need to let your writing evolve over the course of a few hours or even a few days. Come back to the piece and you will always find it needs polishing and you will embrace the act of polishing because a sparkling piece of work will get noticed.

Elevator Pitches Have Legs: Sometimes an overused reference is overused because it works. If you think in terms of how you’d convey to a colleague the main points of your press release, your content marketing piece, your client email on an elevator ride from the lobby to the 10th floor, what would you say? What you come up with forms the headline and lead and helps crystallize your message. Elevator pitches get easier the more you choose to take the ride. Which leads me to the last piece of advice:

Write Your Heart Out: While writing well is not yet a lost art, the less we write complete sentences (thank you, texting!) and the less we hold up great PR writing as a benchmark of communications excellence, the more likely we are to lose ground with our stakeholders. Take your writing seriously. Craft something interesting every day. And prepare to be edited. It’s part of the writing process.

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What marketers can learn from the Oscars

Posted in News on 27 February 2015

This Sunday, as we settle into our chairs to watch the speeches, the snubs, and of course, the outfits, we could learn something we can apply to our own marketing plans.

Below, a few marketing lessons from Hollywood's biggest night.

Anything can happen — be ready to adapt

While we may think Eddie Redmayne is the favorite for Best Actor, remember when Adrien Brody beat out Daniel Day-Lewis? Or when Shakespeare in Love bested Saving Private Ryan? Just as there are no shoo-ins at the Academy Awards, there are no sure things in marketing campaigns. Despite months of planning, conducting consumer focus groups, and refining your creative, you won't know how your message resonates until it's out in the wild. So launch and iterate, and be prepared to adapt your campaign on the fly.

I recall a story digital visionary Tim Armstrong once shared when we were back working at Google. (He told the story publicly during a keynote at an NRF event, so I feel comfortable sharing it here.) He had been working on an early AdWords campaign for an automotive company, and the company didn't know which creative to use. They had some ads about APR financing, and one ad about a truck club. The brand's leadership was sure the low financing would be the best message (in fact, they'd built their whole campaign around it, including billboard and display units), but there was one guy in their group who was hung up on the truck club. Could they humor him and run that ad, too? Tim told them of course, and then something surprising happened: The truck club messaging outperformed the financing messaging handily. It took a while to sink in, but ultimately it did, and the client shifted the rest of its campaign strategy accordingly.

Lesson: Be nimble. Be quick to fail. And adapt, adapt, adapt!

There is such a thing as bad publicity — avoid it if you can

In a world of limited media, perhaps any press was good press. Today, not so much. Despite having stylists and unlimited budgets, many stars will be relegated to the "Worst Dressed" lists come Monday morning. Hopefully, none of the outfits will be as bad as Bjork's swan dress, but you never know.

Recently, we've seen brands get attention for all the wrong reasons. Security breaches from Target to Sony, off-color remarks by Lululemon now ex-chief executive (CEO), and multiple Twitter feed hacks and gaffs all come to mind. We work hard to build brand equity, and inevitably some unfortunate incidents beyond your control (including some of the ones mentioned above) will occur. But avoid doing silly things that can squander it. All brands want to have their "You can still dunk in the dark" moment, but don't force it.

Lesson: Be authentic to your brand values and brand voice. Let your goals dictate where and how you engage consumers, not the other way around.

Use the bully pulpit — especially when the cause is bigger than your brand

This awards season seemed to be the culmination of cause marketing in film and television, from civil rights issues in Selma, LGBT issues in Transparent, and Joanne Froggatt of Downton Abbey speaking out against rape to building greater awareness for diseases like ALS, Alzheimer's, and disorders like PTSD.

Perhaps this is a good time to re-examine your brand's own cause marketing and community outreach initiatives. As eMarketer reported, 53% of consumers have purchased products because of a brand's cause-related initiatives, showing that doing good is also good business.

Lesson: What role does your brand play in your community? How can you deepen that connection in service of a larger cause?

Fish where the fish are

A number of B2C brands will launch new ad campaigns during the Oscars. Why? Because tentpole events like the Academy Awards, the Grammys, and the Super Bowl have large, captive audiences of consumers (us!), all the better to jumpstart awareness for a product or service.

In our world of digital media, there's a seemingly endless parade of industry events. Instead of trying to be everywhere, select a few tentpole events that will anchor your year and concentrate a portion of your media spend during key moments throughout the year. In my experience, fewer, targeted sponsorships, hosted events, or campaigns tend to deliver greater impact than smaller, more numerous efforts. As we head into SXSW and the Upfronts and Newfront season, think about how your brand can stand out. Where will you find a captive audience of potential customers? What will you tell them once you have them in one place?

Lesson: Start with the question "Who is your audience and what do they care about?" Then go about engaging them at the most relevant events with content that delivers utility.

Everyone loves awards

Agencies pride themselves on winning them, and clients love to receive them. Submit your great campaigns to be considered (for vanity or to help win more budget!), sure, but the act of writing up your work with a view toward results is rewarding in and of itself. I used to call it the "80/20" rule with my teams — 80% of the work is doing the marketing, 20% is reporting back on how it went — and sharing your learning with the larger team. After all, if a marketing campaign falls in the forest…The awards submission process will force you to focus on goals, strategies, and outcomes — all of which are useful to inform future campaigns.

Lesson: Take stock of your work and its impact. Invest the time to submit your best campaigns to be considered.

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Will Your Business Facebook Account Matter In 2015?

Posted in News on 27 February 2015

Over the years, we’ve seen giants in the social media world start to fizzle out and become less important. Now, many are beginning to wonder if Facebook will be facing this same decline soon. The Guardian recently released a post discussing the start of this decline. In light of this post and the number of businesses leaving Facebook, many people are beginning to question the social giant’s relevancy.

Does Facebook really matter in 2015? I am going to take a look at whether or not it is still important for you and just what you can do in the future with your social media content and Facebook.

Is it Really True That Facebook is No Longer Relevant?

Starting in mid to late 2014, we all started hearing the news that Facebook wasn’t relevant for businesses anymore. This created quite a stir in the business world and had many people questioning whether or not they should get rid of their Facebook business pages. What started this? Well, Copyblogger created a post explaining to their audience that they killed their Facebook page because it just wasn’t working for them anymore. They laid out some really great points as to why it was a good move for them. However, many experts came out to show just what Copyblogger was doing wrong with their Facebook page and what should have been done.

Despite the Copyblogger story and the many article written about it, it’s still apparent that Facebook is vital for businesses. In fact, it is absolutely important for all small businesses because it can increase your reach.

Why Facebook IS Still Relevant in 2015

One very obvious reason for Facebook’s relevancy is its number of users. As of September 2014, Facebook had 1.35 billion active users worldwide, followed by YouTube with 1 billion users. The age of users is increasing, which is great news for those marketing to a wider age demographic, and is something that you should be taking advantage of. (However, if you are trying to reach out to a younger, teen audience, you will need to go elsewhere to market to them such as Tumblr.)

Another reason Facebook is still relevant is that it is a content driven social channel, which requires you to create and share valuable, quality content. How does this help you? Because high-quality content is vital to all content marketing campaigns and is something you need to be focusing on. Google requires it for ranking, and you need it to have effective reach on Facebook. Facebook is also a great format for mobile marketing, which is becoming more and more important in 2015. If you don’t have much mobile marketing going on with your site, then you should definitely be using Facebook to reach out to mobile users.

How Can Your Business Use Facebook Effectively in 2015? 4 Ways

While people have been debating the relevancy of Facebook, there have been a few changes you might be unaware of. These changes mean that you may need to shift your marketing strategy on Facebook or make small tweaks to your campaign. Let’s look at four ways to use Facebook well in 2015.

  1. Don’t Create Content that Sounds Like You’re Overselling. One thing that is going out of style on Facebook is overselling. You might think you need to come across emphatically so people don’t misunderstand your intentions. Rest assured they won’t misunderstand and they would much rather you take a more laidback tone instead of one that is focused on making sales. Many people are getting tired of the overselling they’re seeing on social media and in ad campaigns. You need to make sure you change your tone on Facebook to encourage engagement, clicks, and revenue.
  1. Offer Valuable and Quality Content to Users. As I mentioned above, Facebook in 2015 is going to be more content focused and people are more likely to like your page if you provide great content. You need to make sure you are always providing your followers with valuable information, as well as fun, interactive content. You can share memes, infographics, and links to generate more interest and engagement, driving people to your website. Just remember, it all needs to be great quality, so don’t think you can quickly whip something up and put it on the social channel. You need to take time to craft your Facebook posts for the most effective reach.
  1. Share and Create Videos for Facebook. One of the biggest changes for Facebook in 2015 is the use of videos. After implementing the auto-play feature, Facebook saw an increase in the number of people who viewed videos, which shows that creating or sharing video content is important for your business. People are willing to watch videos on Facebook since it is a content format that is easier to consume on their commutes, work breaks, or while at home checking social media.
  1. Don’t Hesitate to Use Ads. While it might be frustrating, Facebook’s paid ads are an important part of Facebook marketing in 2015. This channel has a wide range of users and gives you the chance to reach out to people either in your area or around the world if you have an Internet-based operation. Use paid promotional ads to help boost your 2015 Facebook usage in connection with great content, videos, and a more laidback approach.

Don’t Take Facebook Out of Your Campaign Plans Just Yet

As you can see, Facebook is still relevant in 2015 and can still help improve your business’s reach. The biggest hurdle businesses will face is not lack of viewers, but failing to adapt their tactics to mesh with Facebook’s ever-evolving site. Make some changes to your Facebook campaign, but don’t get rid of it just yet! Keep it going and you will be able to see some great results from Facebook shares and interaction.

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Find and Clean Your Bad Backlinks: Here’s How

Posted in Tips on 27 February 2015

2015 is well underway. You’ve probably gone back on a few resolutions, and made some permanent, but that’s old news. Now is the time to focus on steps to move forward.

This is especially true as it relates to your online brand – your website. You understand the importance of updating your site on a regular basis. You probably work on creating and sharing content on a schedule and look for new ways to drive traffic and to increase conversions. Perhaps you’ve already made a few changes to the design or layout since this year began.

What about your links? Backlinks continue to be an important component of increasing search rankings and will be into the future according to search engine giant Google, however, quality matters now more than ever. New and constantly updated search algorithms have started to evaluate the quality of links leading back to a site. If too many sites that are considered low-quality link to your site, or, if there are too many other “bad” links, you could suffer negative effects that include lower search rankings.

Ready to clean your backlinks? Follow the steps below to get started.

What Makes a Backlink Bad in the First Place?

In case you’re unsure, there are a variety of things that could cause a backlink to be considered “bad” or detrimental to your SEO efforts. These include:

  • Link networks. Not so long ago, it was easy to pay for links, or to join networks that were set up just to share links. These are now considered bad business. Any links on these networks could do more harm than good.
  • Comment spam. Links in the comments of your posts and your link in the comments of other posts are considered negative. They’re a not-so-covert method of spreading links that are generally handled by computer bots. This makes them bad.
  • Overly optimized links. Having a keyword strategy is a good thing; it’s probably how you started ranking in the first place. However, when your link is anchored from the same keyword, thousands of times, all over the Internet, search engine crawlers will probably suspect something is out of place. Varying your keyword strategy is critical.
  • Links that just don’t make sense. If you have links living on sites that don’t relate at all to your industry, or are across the world from your target audience, the search engine crawlers will notice. Links should be on relevant sites for best results.
  • Spammy directory links. If the directory exists for the sole purpose of building links, or it is completely unrelated to your business or niche, you should probably get out of there.
  • Duplicate content with links. Guest posting can be a great way to increase your brand’s exposure and to spread a link or two around the Internet. Sending the same content to multiple sites takes away from the practice. Instead of crafting one article and hoping multiple sites pick up on it (press releases, anyone?), pitch individual stories and posts to different sites. Use your links, but vary your content.

Check Out Your Backlink Profile

You might have a strong idea of where your backlinks are located and how many you have out there. Chances are higher, especially if you’ve been building links for awhile now, that you’re not sure where all of your backlinks are, let alone whether they’re good or bad.

Don’t worry, there are tools to assist in the process. One of the most popular options is Majestic’s link profile tool. This – and other tools like it – help identify where your backlinks are and whether or not they are beneficial or harmful to your website. Knowing where your backlinks are and understanding the strength of your network is the first step to cleaning out the bad links.

Removing the Bad Links

Removing bad links isn’t always as straightforward as understanding what makes a link bad and where your site stands. Options include:

  • It’s easier than ever before to connect with others thanks to published contact information and social media. Look for the contact details of the individual running the site in question and ask if he or she will remove your link. Be polite. Note: this won’t always work. When a webmaster asks for payment for the removal, it’s time to try something else.
  • Modify your pages. If your bad links are linked to certain, more dated pages on your website, remove the pages. It might sound drastic, but, if low ranking links are linking to certain pages, they could be dragging your entire site down. It’s best to remove them and move forward.
  • Disavow bad links. Sometimes, regardless of your efforts, it might seem impossible to get rid of certain links. Don’t despair, Google understands; using their webmaster tools, you can ask the search engine not to consider certain links in your site’s profile.
  • Start over. Now, this is a drastic option. However, when there are too many bad links connected to your site, or you’ve been penalized for your backlinks, it might be your best option. It may come down to starting over with a new domain or never being displayed in search results. At this point, it’s time to weigh your options for moving forward.

Don’t be surprised if, by removing backlinks, your site suffers a decrease in visitors for some time. While this period of time is undefined, it makes sense. When there are fewer links out there linking back to your site, you might be harder to find; traffic might fall. But, to build a stronger site for the future and to avoid penalties, it’s well worth your while.

Regardless of the route you choose, eliminating bad backlinks is critical for building a reputable website that continually receives high search rankings. Learn more about the process and take action today for best results.

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