B2B Marketing Blog

John Doe

Architect & Engineer

We love that guy

Link Building 101- Using Google Alerts for Backlnks in 2021


Let’s get this out of the way from the very beginning.

No, link building is not dead, and frankly, it might never be. Why?

Although it might not play the leading role it did when Google initially launched its Search algorithm, earning hyperlinks or mentions from other relevant websites in your industry is still a powerful way of showing Google that your page should be deemed authoritative.

It seems like everything’s gotten a bit more complicated over the last few years when it comes to finding those link-building strategies that are able to increase online rankings and are also in accordance with Google’s guidelines.

Source: Giphy

You might want to consider reading our previous article about safely approaching link building.

TL;DR: although often a tedious process, link building is not something that you should ignore in 2021 as it’s still one of the top three most important ranking factors out there.

With tremendous amounts of content published each day, and people having their inboxes bombarded, one might feel helpless in the journey of earning backlinks for their online assets.

How can you take action as soon as possible in this space? What free tools can you leverage to build backlinks?

Join us as we uncover some of the most beginner-level link-building techniques that you could take advantage of right after reading our article series. Today, we’re thrilled to share one of our most low-hanging fruit strategies: Google Alerts.

Using Google Alerts to claim what’s yours and more

From the initial setup, tips & tricks, and tracking  – here’s what you need to know in order to maximize your link-building efforts using Google Alerts.

  • First off, you need to set up Google Alerts for specific brand queries ->
  • Let’s imagine you run an email marketing software for small businesses called SendAway. We recommend setting up basic brand name alerts as such:”SendAway” -site:sendaway.com
    “Send Away” -site:sendaway.com
    “SendAway.com” -site:sendaway.com

This way you should be able to pick up relevant notifications from Google’s database, without triggering alerts when your own website publishes new content (hence the -site:sendaway.com part). Adding quotation marks will trigger only exact match searches, thus helping you avoid most of the noise from reaching your inbox.

  • You could also set up specific alerts targeting the types of products sold by your business:”email marketing” -site:sendaway.com
    “email tools” -site:sendaway.com
    “email templates” -site:sendaway.com
    “email marketing software” -site:sendaway.com
    “email automation” -site:sendaway.com

You can use any search operator aka the special commands available for an enhanced Google Search experience, so hopefully, you’ll have some fun while setting alerts. If you’re not familiar with search operators, Ahrefs did a great job at creating a comprehensive list.

  • Now that you have your alerts in place, it’s time to wait for some Google magic. As per your setup, relevant alerts will be sent to the email address you’ve used initially. What you’re looking for in an opportunity is when a mention comes from another website, but there’s no backlink attached to your brand.
  • When that happens, you can use a tool like Hunter.io or manually check a website’s contact and/or advertising pages in order to find their contact information. Now, you are ready to send a pitch asking if they could also add a backlink to your text mention. We suggest that you prepare the pitch beforehand and simply change certain fields for personalization reasons.
  • What? An email template that you could use right away?

Yes, of course, we have a turnkey template for you – however, we do recommend creating one that accurately suits your style and brand voice:

Subject lineThank you for the mention!

Email body:

“Hey [Name, Website],

I just noticed that you’ve mentioned [Me, My Brand, My Product, etc.] on your site: [Link].

Thank you for endorsing our efforts, it’s always a pleasure to meet people that find our [Content, Products, Resources, etc.] useful and valuable for their [readers, audience, etc.].

Would you mind linking back to us for attribution purposes? 

Let me know if you’d like us to share any insights.

Talk soon,


  • As a final step, make sure to add the opportunity to a link-building status sheet  alongside outreach dates so that you can send follow-up emails easier and smarter (don’t expect to get a response straight off the bat, these will typically require a sequence)

However, honest disclosure, you should set realistic outcome expectations in accordance with your business/brand growth phase.

When such mentions do pop up, you know you’re halfway towards earning a new link. With the author already being familiar with your business and products, there’s a good chance they’ll be responsive to your email.

Wrapping up for now

Important note: Google previously announced that they can pick up on unlinked mentions BUT that they do not pass PageRank. This means that striving to earn that link will definitely pay off in the long run. Furthermore, you should know that a no-follow link is also better than nothing at all thanks to Google treating it “as a way to better understand how to appropriately analyze and use links within our systems.

Feel free to drop us a comment if you have any questions. Hopefully, you’ll find our article motivating and jump straight to the action.

Until our next link building 101 article – remember that link building is a marathon, not a sprint!

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John Doe

Architect & Engineer

We love that guy

Publishing events in 2021 - the full list


I’ll keep it brief, took the liberty of mapping out all core publisher events happening throughout  2021, both online and offline, plus all the essential information you’ll need in order to make the most out of them – you’re welcome and stay safe!

Without further ado, here is the full list of the most important 2021 events designed for publishers:

Name Date Location Description Target audience Opportunities Tickets
Digiday Programmatic Marketing Summit LIVE May 17-19 Virtual At the Digiday Programmatic Marketing Summit LIVE, we’ll bring together senior leaders from top agencies and brands online for a candid discussion on where they’re investing across platforms and the tools and strategies they’re using to do it more efficiently. Agency & Brand Leaders Sponsor
Buy Tickets
Digiday Media CMO Summit LIVE July 18-20 Virtual Please join us at our Digiday Media CMO Summit LIVE this summer where we will be joined by over two dozen of the top Chief Marketing Officers in the industry as we dive into some of the biggest shifts across media and marketing, striving for an honest take on post-Covid strategies. From customer acquisition to brand safety, we will be tackling the biggest challenges CMOs are facing as we move into the back half of 2021. CMOs Sponsor
Buy Tickets
Digiday Publishing Summit September 27-29 Miami, FL At the Digiday Publishing Summit, we’ll discuss how publishers from around the world have emerged from the last year — of multiple crises — leaner, more agile and laser-focused on profit-driving business lines. We’ll offer insight into what lies ahead for publishers, including tackling retention, to redesigning the office space and driving up addressable audiences. Global publishing executives Sponsor
Buy Tickets
Digiday Media Buying Summit October 19-21 Miami, FL At the Digiday Media Buying Summit, we’ll explore how agencies are changing the way they operate while adjusting to new norms, as social platforms tumble and as regulations and client requests get stronger. From the ins and outs of brand safety to new technologies to working across platforms, join us for a look at the challenges and opportunities ahead. Agency & Brand Leaders Sponsor
Buy Tickets
Digiday Publishing Summit Europe October 25-27 Barcelona, Spain At the Digiday Publishing Summit Europe, we’ll discuss how publishers from around the world have emerged from the last year — of multiple crises — leaner, more agile and laser-focused on profit-driving business lines. We’ll offer insight into what lies ahead for publishers, including tackling retention, to redesigning the office space and driving up addressable audiences. Global publishing executives Sponsor
Buy Tickets
Digiday Programmatic Marketing Summit November 8-10 Scottsdale, AZ At the Digiday Programmatic Marketing Summit, we’ll bring together senior leaders from top agencies and brands online for a candid discussion on where they’re investing across platforms and the tools and strategies they’re using to do it more efficiently. Agency & Brand Leaders Sponsor
Buy Tickets
The Publishing Show June 22-23 London, UK We’re curating our conference with the help and guidance from the superstars in our 2020 Advisory Board to bring fresh ideas and insights from leading minds in the executive support community. Publishing professionals Speaker Buy Tickets
Digital Media Europe November 9-10 Virtual We’re committed to continuing the Digital Media Europe conference tradition — bringing together the brightest media minds from around the world! #DME21 will cover two main topics over two days: Subscription Marketing and Premium Advertising. This includes a special focus on local media. Marketers and Advertisers
IAB NewFronts 2021 May 3-6 Virtual IAB NewFronts is the world’s largest digital content marketplace that gives media buyers a first look at the latest digital content from the biggest names in media and entertainment. This must-attend showcase brings together thousands of brands, agencies, and media buyers for a week full of digital content presentations and celebrity talent, while kickstarting discussions about issues critical to the future of the media industry. Brands, Agencies, and Media Buyers Sponsor Request Invite
IAB Podcast Upfront May 11-13 Virtual IAB Podcast Upfront 2021 is a special marketplace designed for brands, agencies, and media buyers to preview the latest in innovative podcast programming. Leading audio and podcast companies will showcase the power of podcasts and announce brand new shows and content opportunities for advertisers to align with their brand. Brands, Agencies, and Media Buyers Sponsor Request Invite
Digital Enterprise Show May 18-20 Madrid, Spain Digital Enterprise Show enables digital business transformation to happen, gathering cutting edge technologies and top-notch speakers to meet delegates´ objectives, challenges and needs. It is a high potential B2B platform to generate business, elevate the brand, strengthen thought leadership and reinforce business relationships with relevant stakeholders. C-Level Executives and Purchase Decision-makers Exhibit Buy Tickets
ATS London 2021 November 3-4 London, UK The marketing industry is standing at a crossroads. The deprecation of third-party cookies, restrictions on the use of identifiers, and the passing of strict privacy legislation into law, means that the industry has to rethink how it markets to consumers. Big Tech platforms are set to thrive in this first-party world, but does this mean the end of the open internet and independent AdTech? No. This is the industry’s golden opportunity to reimagine how to measure and target, from a privacy-first, consumer-centric position. Publishers and Advertisers Sponsor Buy Tickets
Programmatic Pioneers Summit May 25-27 Virtual Accelerate your in-house programmatic journey to gain more control and cost effectively deliver a winning marketing strategy. Digitalise first party data to better segment and target your consumers with more personalised messages across all online channels. Innovate your TV and mobile advertising strategy to better target specific groups in a trusted environment at a scale. Brands, Agencies and Publishers Speaker Free and Paid Tickets
Advertising Week Europe May 10-13 Virtual Historically an event focused on the who and the where, bringing a-list names to iconic venues throughout London, AWEurope is adapting in 2021. And while you can still expect rockstars in the form of thought leaders and virtual destinations that inspire, this year we’re focused on the how and the why. We’ll convene to answer these questions together – offering solutions to help you elevate your career, grow your brand, and prepare for the greatest challenges ahead. Publishers and Advertisers Buy Tickets
Digital Book World West July 12-14 Seattle, WA Digital Book World 2021 will take place Sept 13-15 in person in Nashville, TN, while the brand-new DBW West will take place July 12-14 in Seattle, Washington. Recognizing that companies will be seeking to convene in person for the first time in perhaps over a year, Digital Book World now offers a Company Pass for both of these in-person events. For $5,000, companies can send as many people as desired (from among full-time employees and staff) to attend. Educators, Students, Librarians Buy Tickets
Digital Book World 2021 September 13-15 Nashville, TN Digital Book World 2021 will take place Sept 13-15 in person in Nashville, TN, while the brand-new DBW West will take place July 12-14 in Seattle, Washington. Recognizing that companies will be seeking to convene in person for the first time in perhaps over a year, Digital Book World now offers a Company Pass for both of these in-person events. For $5,000, companies can send as many people as desired (from among full-time employees and staff) to attend. Educators, Students, Librarians Buy Tickets
DBW Global 2021 September 16-17 Virtual This virtual conference, coming on the heels of the in-person Digital Book World 2021 (Sept 13-15, Nashville TN), will feature best practices and thought leadership from across the entire planet, spanning every type of publishing in existence: trade, scholarly, independent, educational, corporate, and much more. Educators, Students, Librarians Buy Tickets
PROGRAMMATIC I/O October 25-26 New York, NY PROGRAMMATIC I/O brings elite speakers, attendees, and sponsors together with the common goal of educating marketers, publishers and agencies on the latest in data-driven marketing. Marketers, Publishers and Agencies Buy Tickets
Technology for Marketing September 29-30 London, UK Technology for Marketing brings together marketers and decision‐makers with the newest marketing technologies. It’s the UK’s only event dedicated to martech. One space for marketers to nurture their next big Idea. A space to gather actionable inspiration from marketing gurus who’ll share their glimpse of the future. Marketers, Publishers and Agencies Sponsor N/A
Content Marketing World Conference and Expo September 28 – October 1 Cleveland, OH You’ll be part of the one event where attendees learn from the best in the content marketing industry and also have an opportunity to spend four days with the CMWorld community. Are you ready to grow your business and inspire your audience? Join us at CMWorld and gain materials and knowledge you need to take a content marketing strategy back to your team. Marketers, Publishers and Agencies Sponsor Buy Tickets

Let us know in the comments below if and what conferences are you planning to attend in 2021!

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John Doe

Architect & Engineer

We love that guy

Google says duplicate content is NOT penalizing your search ranking


In what is one of the more interesting and debated SEO topics, it turns out, maybe not surprisingly, that as with anything, Google apply judgement and don’t automatically penalize duplicate content whether it’s within your website pages or content across the web. John Mueller, the lead of the Search Relations team at Google, recently confirmed that the search engine algorithms don’t negatively score repeated content across pages.

The exact quote:

“With that kind of duplicate content it’s not so much that there’s a negative score associated with it. It’s more that, if we find exactly the same information on multiple pages on the web, and someone searches specifically for that piece of information, then we’ll try to find the best matching page.

So if you have the same content on multiple pages then we won’t show all of these pages. We’ll try to pick one of them and show that. So it’s not that there’s any negative signal associated with that. In a lot of cases that’s kind of normal that you have some amount of shared content across some of the pages.”

When is duplicate content OK (hint: it’s not about originality it’s about quality and context)

The rule of thumb: remember what google are trying to figure out – it’s what are people searching for and what’s the best page to answer that.

So, for things such as boilerplate content (short standardized paragraphs such as “about us” statements you may end up adding to many blog posts, PRs and pages), product descriptions, website footers, landing pages, and others that feature “substantive blocks of content within or across domains that either completely match other content or are appreciably similar” (right from the horse’s mouth), it’s actually normal to have some amount of duplicate content. The good news is that Google accounts for this and handles it without deliberately hurting your ranking score.

In other words, your about us boilerplates a gazillion times across the web is not an issue. Just as your legal texts across the website isn’t. It’s not causing confusion, people aren’t searching for that. And if they are, google decide which page it makes the most sense to show.

The bad news is that this is just one factor of the larger and broader search experience, meaning you don’t get a free pass here – you need to always consider the search intent and how what you’re publishing is in the best service of that. 

I’m going meta on duplicate content here with an example of how judgment is applied even when google potentially show results that trump their own content at the google blog for the sake of quality. The context (and meta part) quotes:

“And sometimes the person who wrote it first is not the one for example that is the most relevant.

So we see this a lot of times for example with our own blog posts where we will write a blog post and we’ll put the information we want to share on our blog post and someone will copy that content and they will add a lot of extra information around it.

It’s like, here’s what Google really wants to tell you and it’s like reading between the lines and the secret to Google’s algorithms.

And when someone is searching it’s like maybe they want to find the original source. Maybe they want to find this more elaborate… exploration of the content itself.

So, just because something is original doesn’t mean that it’s the one that is the most relevant when someone is looking for that information.”

Spoiling the party a big – things to consider

At the end of the day, you won’t be able to decide which version is the most relevant to a specific search query as Google does that for you. In turn, links, content metrics, and other ranking signals that search engines apply won’t be credited to the desired URL.

Also, pages with multiple versions of the same content suffer from low visibility, which can be further thinned out with other sites that have trouble distinguishing the best piece of content.

Make sure to not try to be smart and block access to duplicate content, you’ll only be doing yourself a disservice. If Google can’t crawl all the pages with duplicate content, it can’t consolidate all of its ranking signals so it starts treating those pages as separate and unique. Use the rel=”canonical” link element to mark the specific URLs as duplicates so they’re treated as copies.

Word of warning: don’t abuse this. Google still penalizes content that is deliberately duplicated in an attempt to manipulate users and as such, rankings. The worst that can happen here is the site being entirely removed from the search engine and not appearing in search results any longer.

What about duplicating content to syndication platforms such as Medium and Business2Community?

The known dilemma is that this provides good reach but since they don’t use a canonical, it’s scary to get penalized in the worst case, and in the better scenario to get cannibalized for the same keywords your original article is targeting. Google states:

Syndicate carefully: If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you’d prefer. However, it is helpful to ensure that each site on which your content is syndicated includes a link back to your original article.”

We’ve reached out to the Business2Community team, here’s what they had to say about this:

“Regarding managing syndicated content, Google provides a variety of options for site owners to consider and each option has its own pros and cons. These options include:

  • No-indexing the content entirely
  • Providing a link within the body of the article back to the original source
  • Using a canonical tag

Based on our research and years of industry experience, we have chosen to provide a link within the body of the post back to the original source. At the bottom of every piece of syndicated content on our site, you will see the following:

This article originally appeared on (insert name of blog/hyperlink) and has been republished with permission.””

This is fairly in line with the overall premise we’re discussing here. My advice – Keep your high level goals in mind. if your brand doesn’t yet generate massive reach, use those platforms to get under the radar of more people. Google won’t penalize you for it and showing up a rank or two under medium or business2community under certain keywords, while getting credited for it may not be a bad thing in the overall scheme of things.

At Bold we go for a median tactic – we syndicate some of our clients content to those platforms.

Technically navigating duplicate content

Apart from rel=canonical labeling, here are best practices to indicate your preferred page to Google:

  • Use 301 redirects to refer a duplicate page to the original one and avoid them competing with each other.
  • Set the preferred domain and/or parameter handling to indicate to Googlebot how to crawl and treat different URL parameters. This can be set via Google Search Console.
  • Be consistent with your internal linking. The absence ‘www’ or ‘/’ can make a difference as http://www.example.com/page/, http://www.example.com/page, and http://example.com/page/ are three different pages in this case.
  • Get to know how and where your CMS displays content so you reduce repetitions in different formats as well (e.g. previews).
  • Add a bit of voice and personality with your wording to create unique content.

Summing things up

As time goes by and Google evolves, the focus on user experience and intent extends. Don’t put any decision on autopilot, and don’t cling to technical rules of thumb. The high level big picture should guide you. Things aren’t binary. Duplicate content isn’t entirely wrong, the context and intent are what matter.




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John Doe

Architect & Engineer

We love that guy

5 pillars to building a strong brand in 2022


1. Defining a brand personality.

Brand personality is what connects you emotionally with your prospects and customers.
Brands without personalities are just plain boring.
So, define the voice, tone, and style to speak to your customers at a deeper level.

2. Getting consistent customer insights.

Be part of the social networks, groups, and communities where your customers hang out online, and host recurring online events/podcasts/live Q&As.

Engaging with them this way will provide you with a ton of value, as you’ll learn from their questions, feedback, comments, and what they share.

And so, this stream of customer insights will help you gain a deeper understanding of what resonates with them and can give you an edge over your competitors.

3. Creating exclusive content and distributing it in the dark social.

Create content people can’t consume elsewhere (like data-backed reports) and distribute where they spend time online to position yourself as an expert in your niche.

Distributing your content in social awareness channels requires you to create content that people actually want to consume. Simply put, create customer-centric content.
And if it’s good enough, it’ll be shared in communities, Slack channels, through word of mouth, and more.

4. Taking a stand.

In 2022, brands can no longer stand on the sidelines and turn a blind eye. You have to take a stand about social/moral issues, and when done right, you can influence how people think. But you have to be authentic and do this responsibly, without coming across as performative or opportunistic.

5. Putting a face behind your brand.

Getting your CEO/founder/exec active on social can position them as experts/thought leaders. By putting their faces behind your brand, you’ll make it more approachable and authentic, and their content will be associated with it.

^^ Building a strong brand for sustainable growth is not an option.

What else would you add?

This post was originally published on my Linkedin profile – follow me there for more insights

#brand #brandmarketing #b2bmarketing #cmoinsights

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John Doe

Architect & Engineer

We love that guy


Googles Core Web Vitals- What Marketers Need to Know

In order to make performance evaluation easier, on May 28, 2020, Google launched Core Web Vitals, a set of three user-centric metrics called LCP (or Largest Contentful Paint), FID(or First Input Delay), and CLS (or Cumulative Layout Shift).

They were designed to help focus on the improvements that are most important when it comes to a seamless and enjoyable user experience.

Google began rolling out the Page Experience update on mobile devices between June and August 2021.

It’s important to understand that the global trend from Google (who is more or less shaping the internet and how we interact with it) is to make everyone develop mobile-friendly websites. This is why the Core Web Vitals are already official ranking factors for the mobile part of the search algorithm.

A big part of the world, India, and Africa, have almost no or low access to the internet and use devices with small screen resolution and slow connection. Google wants to shift webmasters’ focus on improving their mobile versions of their websites in order to facilitate access for everyone, no matter their technology or geolocation.

However, although the main light is set on mobile, the desktop traffic also matters a lot – this is why the Core Web Vitals will also become official Google Search ranking factors in February 2022.

This post will cover the core principles non SEOs need to know in order to come out of these updates standing.

How can you know how your website is performing?

Visit g.co/chromeuxdash to get started.

This will lead you to the CrUX (Chrome UX) community connection page, where you may specify the origin from which the report should be generated (a.k.a – your website). Note that you may be required to answer permission or marketing preference questions.

Source: Web.dev

You’ll get a report that depicts how your pages perform (sometimes called field data), broken down into:

– status
– metric type
– URL groupings (groups of similar web pages).

Note that this is based on real-world usage data and that it only contains URLs that appear in Google Search (which if you think of it makes total sense as the big G is giving you feedback on pages that are indexed in the search engine).

With the help of the CrUX report, you’ll be able to see how your users are actually consuming the content of your website. Are they able to quickly see the content? Can they scan the page in a couple of seconds?

This is huge news in an era where people are switching from desktops to phones and the internet connection is not always the best. Using this report you can promptly identify pages that underperform thus delivering a poor user experience that would lead to a loss of organic traffic (as the Core Web Vitals are directly correlated with search rankings) and potential sales.

Whether or not a URL is part of a Search Console property, the CrUX database collects information about any page that’s indexed. URLs are given the ratings PoorNeeds Improvement, and Good, per each core web vital, and broken down per device type.

Source: Web.dev

What can you do about your scores?

You can use free tools such as Lighthouse in Chrome DevTools, Google Search Console, and PageSpeed Insights to identify and optimize your LCP, FID, and CLS scores. While the CRuX report is more like a top-level report that you can check on a monthly basis and see how things evolve, these tools provide actionable insights and problems that one can tackle in order to work towards satisfying the thresholds for each metric.

It’s a powerful strategy to periodically check these tools and analyze the set of problems the tool indicates, and then discuss with your tech team to work towards fixing them.

What about Core Web Vitals for Desktop rankings?

Beginning in February 2022, Google will include page experience into their desktop ranking algorithms. The implementation is expected to be finished by the end of March 2022. This new ranking system will be based on the same page experience signals that Google introduced earlier this year for mobile.

Before Core Web Vitals becomes a desktop ranking indicator, and in turn, the CrUX report provides a desktop overview, Google announced that they will provide a Search Console report to help site owners understand how their desktop pages are performing in terms of page experience. The report is currently dedicated to your mobile URLs and it can be accessed using this URL: https://search.google.com/search-console/page-experience

An example of a report showing what % of a website’s pages are good in terms of LCP, FID, and CLS and the number of impressions they attract. This way you can clearly see what percentage of your website provides a good page experience.

Wrapping up

Core Web Vitals are definitely not something a marketer should ignore, and it’s more important than ever to identify your website’s weak spots and optimize your page experience as soon as possible. I hope this post makes navigating the page experience update less daunting.

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John Doe

Architect & Engineer

We love that guy

how to write blog posts that build trust


Writing for B2B audiences is a tricky gig. Getting people to like it? Even trickier.

The shift from brand to customer-centric content went largely unnoticed by many content creators who still rely on the same old tactics. Writing a catchy title, organizing the content in a way that makes it easy to read, being clear about the value proposition: those are all essential, but they’re not enough to make it appealing and build trust.

No bullet point or emphasis on a product benefit will make an impact unless you put yourself in the shoes of your audience. I’ll try to demystify the main characteristics of both bad and good B2B posts so hopefully, you can write a winning one each and every time.

Let’s start with the bad stuff.

What you are (likely) doing wrong

When dealing with new clients, I find there are usual suspects responsible for their previous content falling short of their expectations.

1. It’s more of the same.

The current climate in the world of B2B blogging can only be described as an echo chamber. There is a large number of regurgitated and repackaged blog posts floating around the web that bring little to no value to business-specific audiences. In fact, generic content can significantly hurt your brand as it implies you have nothing new to add to the conversation.

Spiderman GIF

2. It’s boring.

Because B2B content is generally considered high-level and technical by default, the writing often tends to be dry, too formal, devoid of any personality, and in some cases even patronizing – all the ingredients for a bad first impression from which there is no recovery.

3. It’s not attuned to the audience’s needs.

There is a wide array of issues here but mostly it’s about content being too complex and/or overly promotional. Flexing your tech expertise and your solution’s brilliance is not appropriate each time. Readers expect to learn something new, solve a problem they’re facing, perhaps even brighten up their day – not read about things they already know or don’t pertain to their challenges.

Onto the good :)

How to spice up your content and make it engaging

Creating original content is essential.

This should be common sense but for some reason, it isn’t. What characterizes B2B readers is their ongoing search for solutions to their problems. The first step in creating unique and engaging content is ensuring there is a foundation on which you can build up. Meaning, every piece of your content needs to have sufficient quality insights and be focused on fresh new perspectives, and that means validating your ideas (aka covering the topics your customers are interested in).

Not all topics hold equal value. You could write a perfect article but still fail to make an impact if you don’t supply your audience with information they care about.

  • Use tools such as Google Trends, AnswerThePublic, MarketMuse, and BuzzSumo to search for popular topics and searches across all categories.
  • Ask your target audience – reach out directly to your current customers, be upfront on social media or make polls and surveys to find out what topics and content types your readers are interested in. What challenges they’d like you to write about and help them solve? This can not only help you brainstorm ideas based on the feedback but also improve the relationship with your audience as it shows you care about their opinion and needs.
  • In the same manner, be diligent and delve into social listening so you can be privy to conversations and trends happening both around your brand and your industry as a whole.

Next – keep your audience’s emotions in mind. This is arguably the biggest change for 2021 and beyond. We’ve all endured a lot staying indoors for the better part of the past 12 months and certain businesses didn’t fare well amid the global crisis. All of this can have a strange effect on your buyer persona, which is why having their emotional mindset on top of your fingertips is very important. Be sympathetic so your readers can identify with you and eliminate phrases or descriptions that feel overused. Seriously – how many times have you read and heard some form of ‘uncertainty’ lately?

Confused Man GIF

On that note, be deliberate with your word choice. The more descriptive and powerful your word choice is, the stronger the emotional pull is to stick around and read through to the end. It’s easy to fall into clichés so be as specific as possible with your words, tone, and style. Feel free to borrow from the vocabulary your audience uses as it shows you’re part of the gang and can help establish a stronger connection.

Also, incorporate storytelling into your blog posts. B2B narrative can often feel cold and dry so use storytelling to make your content deep and get an authentic human touch. We instinctively visualize a story inside our mind when we read and if you make it entertaining, educational yet easily relatable, it’s going to stand out (plus it’s a great practice for your social effort too). A bit of humor always helps to make your content more enjoyable and convey your message in a more approachable way – especially in these uncertain times.

Bonus tip: Use our Bold checklist

To make sure we cover all the bases, we use a unique checklist. For every specific piece, we go through it to make sure we didn’t forget anything. It’s the most straightforward way to create a routine of best practices and make sure each piece of content is held to the same high standard.


The ever-shifting trends in content writing have left many companies struggling to achieve positive results in the heavily saturated marketplace filled with cookie-cutter content. Fortunately, the solutions to this problem are simple if you only readjust your mindset.

By paying close attention to your audience’s needs and utilizing all of the available techniques during topic selection, you will effectively solve all of the problems hindering your blog’s full potential. Remember: good content both engages and moves the audience closer to your marketing objective.


You can write remarkable content that’s spot on but hit the mark distributing and promoting it, so nobody will read it. We’ll cover that in a different post.

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John Doe

Architect & Engineer

We love that guy

How we generate engagement and impact on LinkedIn for b2b companies


Improving on this subject is something we are constantly trying to do. Many times b2b clients reach out and want to build a solid presence on social. But here’s the harsh truth – building a community around a brand is almost impossible. However, positioning personas within the company, and leveraging their influence to grow the company page is way more feasible.

There are the rare examples of companies such as Gong and Zest who are knocking the ball out of the park with a killer company page, but they’re the exception to the rule (and they are also fueled by strong personas that have become authorities).

This post will focus on LinkedIn, however, there’s much to be said for Quora, Reddit and Twitter.

Here are experience-based tips on what works:

  1. When posting make sure all posts are readable with white space out
  2. Linkedin don’t appreciate linking out of the platform. Try to avoid it as much as possible. When you do, paste the link in the first comment (and mention “link in the first comment”)
  3. The more people click on your posts the better – LinkedIn will get an indication of relevancy. So:
    • write texts that are long enough for people to need to click “see more”
    • for the same reason when posting images – aim for more than 5
  4. Speaking about images – it’s always better to show people than scenery
  5. Hashtags are important! – before using them check they have enough followers (hundreds and up)
  6. Use emojis
  7. Post in the morning when people get to work, noon when they’re on a break or afternoon as they head home

On top of the above: wadidigital published this fantastic breakdown on the types of posts the LinkedIn algorithm favors, keep it in mind.

Types of Posts statistics from WADIDIGITAL


Now let’s roll up our sleeves: Here’s a typical breakdown we try to stick to weekly for b2b c-levels who’s presence we manage.

Rule of thumb – we always try to strike emotions/ be controversial in the content, and to ADD VALUE:

  • 1 Conversational type of post – ask a question “what music do you listen to when working”, “do you outsource tech or rely mostly on an inhouse team” etc
  • 1 List type of post that end with a question “these are the top 5 books any tech pro should read, which would you add?”
  • 1 Infographic with insights
  • (at least) 1 Share of a company blog post with a personal angle (we play around with these and sometimes also post entire blog posts as Linkedin articles, the jury is still out regarding the efficiency of this)
  • 1 Viral type of post (the legendary Larry Kim does that so well we actually name those LK posts internally)
  • Daily Engage with peers, like comment and share

I hope this helps, if you have further tips to share, please let me know!

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John Doe

Architect & Engineer

We love that guy

Optimizing user experience for SERPs in 2021 and beyond


Look and behold, the Google Page Experience update is upon us. The new breed of signals will continue to redefine Google’s perception of how people interact with a website and its specific pages, which is a big deal.

Why is this such a big deal, I hear you ask?

Because if you want to deliver a stellar user experience (as you should always strive to), that’s precisely what will be taken into consideration for ranking in the search result as of May 2021 (not that it wasn’t considered till now, but now it’s being taken a step further). The new page experience signals combine refined Core Web Vitals (loading performance, interactivity, visual stability) with existing search signals such as mobile-friendliness, safe-browsing, HTTPS-security, and guidelines on intrusive interstitials.

Unless you’re stark raving bonkers (said in my best British accent) and not going by Google’s guidelines, here’s what you need to know about great user experience in 2021.

Understanding what page experience actually is

Experience is highly subjective so in an effort to quantify it as much as possible within a page, Google has a set of signals it uses for evaluation. Here is the company’s own diagram of what search signals consist of:

Google Core Web Vitals


As you can see, there are some familiar names (more or less), with key refinements coming in the cluster known as Core Web Vitals. This is a subset of factors that will influence the final score of your page experience or, simply put – the UX of a specific page. These include three specific measurements with specific criteria:


  • Largest Contentful Paint (LCP) measures loading performance or how long it takes a page to load from the first click on a link to displaying most of the content. The focus is on users being able to see content and interact with the page.


Google’s recommendation: have the page loaded within 2.5 seconds of when it first starts loading.


  • First Input Delay (FID) measures interactivity or the time it takes for a user to interact with your page like clicking on a link in the navigation menu, filling a form, or tapping on an option on the menu. FID takes into account real-life interaction from the point of first interaction to the point of a browser actually responding to that interaction.


Google’s recommendation: have a FID of less than 100 milliseconds.


  • Cumulative Layout Shift (CLS) measures visual stability or as Google says, “the cumulative score of all unexpected layout shifts that occur between when the page starts loading and when its lifecycle state changes to hidden.” In other words, if elements such as links, photos, and fields on your page change positions as the page loads, that’s no bueno.


Google’s recommendation: pages should maintain a CLS of less than 0.1 to provide a good user experience.


Each of these three metrics represents a separate layer of the user experience and arguably the biggest part of a page experience score. Once again, Google recommends aiming for the 75th percentile mark of page loads across mobile and desktop devices to ensure most of your users have a great experience.


In an additional note, Google plans to test a visual indicator that highlights pages in search results that have a great page experience. Since there is no preview, I think we can expect a label-like version of snippets and image preview for most relevant search results.

How to prepare for the changes

As always, you have plenty of tools at your disposal to get in front of this update and have everything prepared. Right now, three tools are a must:


  • Core Web Vitals report in Google Search Console is crucial to get a bird’s eye view of how your site is doing overall and then performance grouped by status, metric type, and URL group (groups of similar web pages).
  • PageSpeed Insights continues to be the go-to tool to make a page faster, offering a deep analysis of a web page’s content, then coming up with actionable suggestions on both mobile and desktop devices.
  • Lighthouse is similar to PSI an automated website auditing tool that helps developers diagnose issues and identify opportunities to improve the user experience of their sites.

It might be a good idea to look into Web Vitals Chrome Extension and WebPageTest for a quicker and equally in-depth view. Google also offers plenty of dev-oriented tools for those with the know-how which may or may not be a stretch for most of the publishers out there.

Why is this happening?

Well, it’s Google – they can do what they want. But seriously – the search engine company is pretty big on user experience and their ability to identify what your content is about and how helpful and relevant it is to what people are searching for. The company has been systematically tweaking the behind-the-search processes and it’s not going to stop. From things like the E-A-T rating to search trends and a lot of stuff in between, what Google says, goes.

There’s no other way to say it: page experience is important for the overall ranking. Great page content is a must but if you’re head-to-head with another page that offers almost the same level of quality and relevance, page experience can be that tipping point for visibility.

So, understanding how UX is changing and what you can expect going into 2021 and beyond (until a new update rolls out) is vital to staying relevant. There’s plenty of time to be ready come May 2021 – make sure you don’t fall asleep at the wheel.

Bonus tip: don’t sleep on audio

In the past few years, an audio revolution has quietly been going on (see what I did there?). Audio has made a huge push to reach a mainstream-like status and Google has noticed. In terms of user experience, people expect to be able to consume content via audio. An audio version of the content (where applicable) is quickly becoming a preferred way of content consumption for a large and constantly growing user base. Audio maintains a focus on the audience’s needs by being portable (you can listen to it anytime and anywhere), which ultimately enhances their content consumption experience. I fully expect audio’s importance to grow over time, up to the point where a page would get very low ranking if it doesn’t offer a listening experience.


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John Doe

Architect & Engineer

We love that guy


Building a strong online presence is a complex process. There are so many different elements that need to fit in together to help you build the right picture and attract the right audience. That includes mastering both on-page and off-page SEO. And one of the most important on-page SEO elements is your meta description.

A great meta description can help you stand out from your competitors and have more people visit your website. Let’s break it down further to see why you need a killer meta description and how to write it.

What is a Meta Description

Before we dig any deeper into the writing tips, let’s clarify the notion of meta descriptions. What is it, and why do you need it?

  • A meta description is a short text that appears on the Google search results page, right under the page title.

The meta description describes what the page is about and helps your target audience decide whether or not to visit it. It answers these questions:

  • What is the page about?
  • Why should you visit it?
  • What information will it provide?

And, unless you write compelling, quality meta descriptions, your audience will pick a different result and skip your page entirely.

Now, let’s take a look at the writing tips that will help you nail each meta description and always stand out from the rest of the search results.

1. Strong Opening

When you’re writing your meta description, you have to understand that your target audience isn’t going to read the whole thing.

Instead, they’re just going to take a quick look. If they like what they see, they might continue reading. If you fail to intrigue, they’ll move one.

This is why you need to open your meta descriptions with the most important information. Let’s compare:

  • Your business’ growth is our concern- we will help you generate leads that will convert to customers
  • Our company will make sure that your business has a strong and scalable growth strategy

The most important information is placed at the beginning, in the first example, making this meta description far more effective and influential.

2. Conciseness

You only have a limited number of characters to convey a strong message and impress potential page visitors.

We suggest you keep your meta descriptions up to 160 characters long.

That means you need to stick to conciseness:

  • short sentences
  • to the point
  • remove redundancy

Think of a clear message and find the simplest way to say it. Make sure every word adds value and is necessary. This is the best way to write a strong, powerful meta description.

3. Keywords

If your page is ranking for a certain keyword, you need to make sure it’s in your meta description as well. To your target audience, it will be a signal that they are in the right place.

Make sure to include keywords following these principles:

  • include the main keyword
  • include the secondary keywords if possible
  • implement them naturally
  • don’t overstuff with keywords

Make sure the keywords are a part of a coherent sentence structure, and not just a bunch of words listed one after the other.

4. Strong CTA

Picture your target audience member. They’re reading your meta description. It’s informative, it’s concise, but they don’t feel the urge to click your page.

This is because you didn’t give them a reason.

A strong CTA is:

  • catchy
  • motivating
  • inspiring

You need to include a message such as “Hire a digital marketing specialist today!” to ensure you provide that extra push to your potential customers and stop them from second-guessing.

5. Friendly Tone

Your meta descriptions need to sound like one friend talking to another. They’re chatting and having a laid-back conversation.

You don’t want to make it into a promotional, marketing message.

This is why you should:

  • use everyday vocabulary
  • use a friendly tone
  • avoid technical terminology

Let’s compare:

  • Our highly-professional and exquisite digital marketing specialists will ensure your company’s online presence is transformed into customers…
  • Our digital marketing team will ensure your company’s online presence is converting into revenue.

Make it natural, simple, and conversational, just like in the second example.

6. No Tricks

Another super-important element of your meta description is honesty. If you think for a second that you can trick your audience into becoming your customer, you’re wrong.

Some marketers feel like they should write ambiguous or untrue meta descriptions to trick people into clicking their page.

But, once they realize the meta description doesn’t honestly describe the page content, they’ll be:

  • frustrated
  • confused
  • angry

And, you’ll lose them forever.

Keep it honest and don’t play any games.

7. Uniqueness

There is no such thing as a one, ultimate, meta description template you can create and apply to all your pages.

On the contrary, each meta description needs to be unique. Make sure that you always:

  • start from scratch
  • think of something new
  • convey a new dominating message

Final Thoughts

Writing compelling meta descriptions is a seriously responsible task that requires your full attention and dedication. Make sure you develop a clear strategy for always nailing each new meta description and showing your professionalism in every aspect of it.

Hopefully, the tips above will help you improve your writing skills and create meta descriptions that work with you on achieving your goals.

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John Doe

Architect & Engineer

We love that guy


Google released their yearly “search on” video. And it’s awesome.

TLDW: AI advancements are happening around the clock.

⁃ videos are being scanned and tags are rolled out as chapters, enabling people to land directly on the part relevant to their search intent

How Google understands specific terms and key words in YouTube videos

⁃ Searches with spelling mistakes will be adjusted at a much more accurate scale

⁃ Specific searches will be answered more accurately due to the ability to understand the semantics a page is about and provide better long-tail results

⁃ Broad searches – same as above

⁃ Google lens will enable adding an image of a text and then listening to it

⁃ AR advancements are taking a leap, empowering education as well as maps

⁃ Journalists studio is getting a boost via a new tool called pinpoint enabling searching resources efficiently with some strong tier-1 publishers taking part

⁃ Searching for images of things you want to buy will soon become second nature as the visual search engine continues to improve

⁃ Bonus awesome feature “hum to search” – find that song stuck in your head

What does this mean for businesses? Keep investing in quality content.

Google are constantly evolving their ability to identify what your content is truly about and just how helpful and relevant it is to what people are searching for.

The better your content, the higher you’ll rank in results. It’s becoming as simple as that.


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