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Event Link Building: A Beginner’s Guide

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Event Link Building: A Beginner’s Guide

When it comes to acquiring high-quality backlinks, SEOs are always looking for new and innovative ways to land killer links that their competitors can’t easily replicate. Event link building is a unique way to do exactly that.

Building event links is relatively easy. But it can be difficult for beginners, as it requires an understanding of SEO and event planning in some cases. In this article, we will look at event link building and how to get started in six easy steps.

What is event link building?

Event link building is all about getting links to your website by participating in local, national, or global events. These links can be obtained in two ways, either by hosting an event or sponsoring one.

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As an event host, you can obtain links from third-party event sites like Eventbrite, blogs, and press. These sites are designed to feature both in-person and online global events like conferences and seminars.

Event listing site

By sponsoring events, you can earn a link to your website from the event site itself. 

Event sponsorship featuring Ahrefs
Example of brightonSEO’s “sponsors” page featuring Ahrefs.

Not only are event links earned, making them “Google-approved,” but they are also highly relevant (topically but also geographically if you’re the event host).

Benefits of event link building

Building event links is a powerful strategy for improving search engine rankings, diversifying your backlink profile, and promoting brand awareness.

Event link building allows you to build super high-quality links from not only the biggest names in your industry but also editorial links from local and national press. 

This will improve your website’s perceived authority (with both competitors and Google). Also, event links offer diversity more than traditional link building techniques like guest blogging.

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You can also boost your local SEO game by hosting or sponsoring geographically relevant events. Acquiring links from local companies, venues, and press can significantly improve your rankings for local queries.

How to find good events to sponsor

Hosting an event is one of the best link building strategies. However, it takes a lot of preparation, planning, time and, of course, money.

A much easier (but just as powerful) way to build event links is through event sponsorships.

Sponsoring different types of events depends on your industry. The following are some examples of events that may work for you:

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  • Concerts
  • Associations or clubs
  • Event meetups
  • Conferences
  • Seminars and workshops
  • Training seminars
  • Sporting events
  • Various academic events and lectures

Of course, to get started, you will need to both find and vet potential events to see if they are worth investing your time and money into. There are two things you can do to find great events to sponsor.

First, you can start by focusing on industry-specific events. There’s no doubt you are already familiar with several of the most popular events in your industry. Some good examples for our industry are brightonSEO and SaaStr. 

Most events will have a page dedicated to sponsors where you can register to sponsor an upcoming event. Here’s an example from the Engage conference (formally SearchFest).

Page with CTA to attract potential sponsors

As you most likely already have an understanding of the quality and expected attendance of these events, it cuts down on the time needed to find and vet them. 

However, do note that sticking only to popular events in your industry will limit the number of high-quality event links you can acquire for your website.

So you’ll want to start looking to sponsor events that may be outside the scope of your industry. These may fall into some of the categories listed above (such as concerts or sporting events) that are happening locally. 

The easiest way to find these is to use Google with search operators. For example, to find different events happening in your area, you can use (events AND football club) Newcastle Upon Tyne.

With Ahrefs’ SEO Toolbar, you can see metrics for each resulting website right in Google search, including the Domain Rating, referring domains, and organic traffic. This can help you to quickly vet potential websites and see which are worth looking into further.

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Using search operator and Ahrefs' SEO Toolbar to search and vet events

Remember, the goal is to build links from quality events. Don’t look to sponsor just anything and everything. A popular event will have more people linking to it, increasing link equity. Look for events that are already popular with:

  • The media.
  • Influencers and bloggers.
  • Your target audiences/customers.
  • Other industry leaders.

One quick pro tip: be sure to add a “sponsored events” page to your own website. 

This should list the events you sponsor. Do include a section below informing visitors of the types of events you are willing to sponsor and contact details for event organizers looking for sponsorship.

List of events UniSuper sponsors
Example of a sponsorship page from UniSuper.

This is a great way to bring you relevant events and save time researching further events. 

How to build links to your events

Although sponsoring events takes the hassle out of planning and running an event, hosting events is a great way to get your name out in your industry. 

It builds brand awareness (and links) and can also help relay your values and mission to your audience. For example, by hosting local charity events, you can show that your company is philanthropic and cares about the community. 

You don’t have to be a huge brand with unlimited funding to host events. Even small businesses and “solopreneurs” can host small local events to earn awesome links from local companies and the press. 

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Here are some tips on how you can go the extra mile to promote your events to ensure they acquire as many high-quality links as possible.

1. List events on your website

Create an events page on your website dedicated to any upcoming events you are hosting.

Be sure to list all the events with all the relevant information, including who or where to get in touch for tickets. Getting the searcher to register is the next step after getting the initial click from the SERP. 

Your event page should include the following key details:

  • Title of the event
  • Description of the topics covered
  • Venue of the event
  • Full event schedule
  • List of prominent figures such as speakers for conferences or judges for competitions
  • Provide attendees with a compelling reason to attend
  • Proof from social media
  • Effective call to action

2. Implement event schema on all listings

When searching for “events near me,” Google search will display the relevant results. Some rich results in the SERPs show relevant information, including the event’s location, date, and time. 

Events schema

By adding code to your event page, you can organize your webpage content and add specific details about your event using Google’s event structured data markup

Not only does implementing event schema allow your events to be eligible for display on Google’s event experience, but it also increases the chance of your event being discovered.

In fact, Google states that through event structured data, “Eventbrite saw a 100% increase in the typical year-over-year growth of traffic from Google Search.”

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Google events experience
Example of Google’s event experience.

Your events page should include an event schedule that can be shown in Google’s event experience to drive registration.

There are a number of ways to implement structured data. If you’re using WordPress as your CMS, the Event Schema WordPress plugin is the quickest and easiest way to add event schema to your site.

If you’re not using WordPress, you can also use Google’s Data Highlighter to mark up your pages.

3. Add listings to third-party event sites

Most event organizers only list their events on bigger platforms like Eventbrite. Needless to say, this is not the only event website out there. 

Sites like brownpapertickets.com, petaluma360.com, punchbowl.com, and more all host event listings.

Note that most third-party sites already have schema built into their listings, so you don’t need to worry about it for these sites.

4. Craft an effective outreach strategy

Once your events are listed and ready to be promoted, you need to develop an effective outreach strategy. 

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Find bloggers, websites, and social media influencers who may be interested in your event. 

You can use Ahrefs’ Content Explorer to find and reach out to websites and authors who are likely to promote your event. 

For example, to identify people writing about SEO events, you can enter something like "SEO" AND ("conferences" OR "events"). Use the “In title” path to only show the most relevant pages.

Finding outreach prospects with Ahrefs' Content Explorer

Toggle between “authors” and “websites” to find relevant people to reach out to.

"Authors" tab in Ahrefs' Content Explorer

Tell people why they should share your event with a concise and clear personalized message. Links to event pages should be descriptive, and you should also explain why their readers will benefit from your event. 

5. Promote your event further

You can take event promotion one step further in several ways. Not only can you utilize digital PR techniques, but you can also use social media to create more brand awareness and drive additional traffic to your event listings. These include:

  • Creating Facebook events.
  • Adding events’ links to your social profiles.
  • Promoting your events through your email list.

All of these methods can successfully build some buzz around your event. 

A teaser campaign is another great method of building buzz. This means adding a secondary event page on your website that can attract more links.

Using a “coming soon” landing page and social media graphics is one of the easiest and most popular ways to start a teaser campaign. Don’t tell too much, but point out the exciting things that will happen during the event. 

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Teaser campaign
Example of a teaser landing page from SeedProd.

6. Use paid promotions close to the event

In the days leading up to your event, social media can work wonders to build buzz since many users check their newsfeeds daily. Getting more exposure for your event can be achieved through paid social media posts. 

Although many attendees will #doitforthegram during the event, research from Buffer shows that “there were nearly as many posts leading up to an event as there were during the event itself 40% and 42% of total posts, respectively).”

This means just as many people will be keen to share the buzz around your event before it happens and when it actually happens. By building anticipation for your event in the days leading up to it, you can promote additional, last-minute ticket sales. 

Buffer study on social engagement before an event

This number can be even higher by boosting organic social media buzz with paid ads and posts, resulting in more likes, shares, retweets, and links.

Final thoughts

Hosting and sponsoring local, national, and even global events is a relatively easy way to build high-quality backlinks. Plus, by hosting an event, you can build links that your competitors can’t easily replicate. 

However, you must plan and execute your events carefully to build successful connections. By carefully selecting events to host and sponsor, you can build links, promote your brand, company message, and values, and become an authority within your industry. 

Got questions? Ping me on Twitter

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How to Get SEO Buy-In: 7 Actionable Tips

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How to Get SEO Buy-In: 7 Actionable Tips

For many SEOs in agency, in-house, or enterprise roles, 20% of their job is actually doing SEO, the other 80% is about soft skills like getting buy-in.

I always say that 20% of my job is actually doing the SEO, and 80% of communicating, getting buy-in, and moving the boulder so that [stakeholders] can succeed

Tom Critchlow

At Ahrefs, multiple team members have worked in these roles, so we’ve compiled a list of our top tips to help you get more buy-in for SEO projects.

Start by identifying all the key influencers and decision-makers within the organization. You can check out the company’s org chart to figure out who’s who and who calls the shots on projects that impact SEO.

The executive team will likely be at the top of your list. But, we recommend working your way up to getting buy-in from executives by first working cross-functionally with decision-makers in engineering, product, editorial, marketing, or web accessibility teams.

They can each help you implement small parts of SEO that together can be a sizable contribution to the overall SEO strategy. They can also support your requests for funding or initiatives you pitch to executives later on.

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To build relationships with decision-makers in these teams, consider the following:

  • Who’s in charge of budgets and projects? → Learn what they’re working on and how you can help each other with specific projects.
  • What do they care about? → This is the “what’s in it for me” factor. Align your SEO recommendations and requests to these things.
  • How can they help implement your SEO recommendations? → Identify the 20% of SEO they can easily help with using current resources.

Here’s an example of what that might look like:

Who’s in charge? What do they care about? How can they help implement SEO?
Engineering Jane Doe, Head of Engineering Jane cares most about rolling out new features on time and minimizing bugs.  Jane’s team can resolve many high-priority technical SEO errors if she sees them as bugs.
Editorial Joe Blogs, Senior Editor  Joe cares most about publishing quality, brand-relevant content that leads to sales. Joe’s team can create or optimize SEO content with buying intent to maximize traffic on commercial queries.

Too often, SEOs lead with “I need X…” and end with “…for SEO”. Cue dramatic groans that echo company-wide.

Adapting your language and how you communicate is a minor action that can lead to big results in your mission to get buy-in for SEO. Communicating only what you need can often come across as an order and feels like extra work for someone else. Plus, it gives them no sense of why they should care or what’s in it for them.

Try this instead…

→ Highlight opportunities: “There’s an opportunity to do X that helps with your goal of Y”

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→ Leverage FOMO: “If we don’t do X, you’ll miss out on Y”

→ When speaking to executives:I intend to achieve X by doing Y”

It also helps to give your project a fancy name. Every time you talk about the project, mention the name, repeat key facts, and highlight the most exciting opportunities the project opens up.

Repetition is gold as it helps non-technical stakeholders tie goals and results to an otherwise intangible initiative.

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Most executives and department heads have no context for understanding SEO metrics like search volume, share of voice, or even organic traffic.

They don’t have an existing mental model to connect these numbers to. Therefore, when we start sharing SEO-specific numbers in meetings, many non-SEO stakeholders can’t easily approve specific actions or know how to make the right decisions—all because they can’t connect the numbers they’re already familiar with to the conversation about SEO.

Easy fix. Modify the metrics and actions you talk about to those that non-SEO stakeholders already understand.

For example, executives are likely churning over and obsessing about MBA-style metrics. CEOs think about things like revenue, market share, and profitability. Sales managers care about MQLs, SQLs, and so on.

Here are some examples of how to translate SEO lingo for non-SEO stakeholders. These are inspired by Tom Critchlow’s interview on Voices of Search.

Monthly traffic → Lifetime traffic value e.g., “By creating X content, we can get Y monthly traffic predict Y lifetime traffic value.” HINT: Multiply Ahrefs’ Traffic Value metric by 60 to get a 5-year estimate, a common timeframe for calculating lifetime metrics.

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Example of Ahrefs' traffic value metric in Site Explorer dashboard.

Share of voice → market share e.g., “By doing X, our share of voice SEO market share has grown Y%. We’d like funds to do more of X.”

Traffic growth → revenue growth e.g., “We can grow organic traffic predict Y% revenue growth from SEO if we hit X traffic targets. These are the project milestones that will get us there…”

It depends → forecasts e.g., CEO asks “What’s it going to get us?”… “It depends. I made a model that forecasts approximately X% growth in Y months.”

It doesn’t matter what specific metrics are used in your organization. You can adapt SEO metrics to the ones everyone in the company is already thinking about. The main goal of doing this is to take SEO from being a mysterious “black box” activity to something measurable and relatable to non-SEO stakeholders.

How to demystify SEO for executives.How to demystify SEO for executives.

Devs and engineers are essential SEO allies within any organization. And while you can often skip the lengthy relationship-building phase and jump straight into tech fixes, how you frame your requests still matters.

Don’t be the kind of SEO that constantly gives them extra work “because it’s good for SEO.”

Instead, tie in your requests to what they care about. Fixing bugs is an easy approach to take here because devs already understand and care about these things for reasons unrelated to SEO.

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Jackie Chu’s 2023 MozCon presentation outlined this brilliantly. A bug typically:

  • Delivers a confusing brand experience
  • Impacts customers (humans and bots)
  • Impacts other channels, like SEM

If pages can’t render, that’s a bug. If there are content differences between mobile and desktop, that’s a bug. Anything that needs improvement in Ahrefs’ Site Audit is, you guessed it, a bug.

That said, not all bugs are created equal. If you bother devs with a load of super minor or unimportant issues 24/7, they’ll learn to ignore you. So, make sure to prioritize and only ask for bug fixes that matter.

You can easily do this by filtering your Site Audit results by importance:

Ahrefs' Site Audit tool showcasing the ability to prioritize tech fixes.Ahrefs' Site Audit tool showcasing the ability to prioritize tech fixes.

Submit:

  • Errors as high-priority
  • Warnings as medium-priority
  • Notices as low-priority

You can also show your dev team how to interpret each issue listed and find the steps they can take to fix them by clicking on the “?” next to specific issues.

Example of a tip for how to fix hreflang issues in Ahrefs' Site Audit.Example of a tip for how to fix hreflang issues in Ahrefs' Site Audit.

Too many SEOs pitch projects without considering everything that’s needed to make them happen. You’re more likely to get buy-in if your pitch is specific and shows decision-makers the exact details around things like the project’s cost, resources required, and expected timelines.

For example, say you need 100 articles published within three months. Make sure you chat with your editorial and development teams first. See if they can fit this project in and what resources they need to make it happen.

Then, build those resources into your pitch:

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→ Instead of: “I’d like to publish 100 articles on the blog within three months and estimate I’ll need $X per article”.

→ Try this: “To get 100 articles on the blog, which we estimate will contribute to $X in lifetime traffic value, we’ll need to hire a freelance writer and dedicate two development sprints to the project within the next three months. Jane from engineering and Joe from editorial are collaborating on this with me, and we estimate a cost of $Y.”

Need to convince the Jane’s and Joe’s in your organization to partner with you? No worries. Check out the next point.

SEO is chronically underfunded and underresourced… but so are most other teams. You can become an ally and help other teams get more resources because they’re helping implement your SEO strategy.

They get more of whatever they need (people, money, resources). You get their help with SEO tasks, and they get prioritized. Win-win for you and your new BFF.

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You can get the ball rolling by pitching a small test or project that is easy for the other team to get on board with.

Avoid this → “I need 10 of the articles you’re working on each month to do X for SEO”.

Try this instead → “There’s an opportunity for us to do X, and it will allow you to meet Y KPIs. Can we run a small test (and build a case for the execs) so you can hire another writer to work on this project?”

Small tests are a great way to warm up a new contact within your organization, especially if there’s a clear benefit they’ll receive if the test works.

Test results are also very helpful when pitching to executives down the track. If you can demonstrate small-scale success in one area, it’s much easier to get funding for bigger projects that can piggyback on those early wins.

Even if the initial pitch is for another team to get funding, you’re getting your foot in the door for bigger projects. Plus, you’re essentially getting free SEO if you can leverage the other team’s resources for your benefit.

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A good habit for every SEO to develop is to link everything to strategic objectives. We need to get better at pitching the strategic value that our projects deliver instead of the actual work we need to do.

No one cares about the hundreds of technical fixes we need to work on. But everyone cares about revenues dropping if we don’t get support for technical fixes that affect conversions (and SEO, of course, but they don’t need to know that).

Key note here: strategic objectives go beyond metrics. They include things like:

  • Entering international markets
  • Becoming the market leader
  • Expanding X division

You get the idea.

Here are the tactics we’ve found that help position SEO as strategically valuable.

Compare against competitors

This tactic has a very high success rate in our team’s experience. When ideating this blog post, Tim, Patrick, Chris, and Mateusz all cited great success with this approach, and my own experiences echo this.

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It works for literally any SEO activity you’re pitching, especially if you’re in a fierce market with SEO-savvy competitors who are already doing the thing you’re recommending.

For example, you could try the following different pitch angles:

→ Closing the gap: “If we did X, we’d be able to close these gaps with our biggest competitor in Y months…”

→ Reverse engineering: “Our biggest competitor did X. If we dedicated Y resources, we could close the gap and outpace them within Z months.”

→ Becoming a pacesetter: “There’s a gap in the market and none of our competitors are leveraging it. X resources would allow us to take Y actions that give us a competitive edge and make it difficult for competitors to catch up.”

No matter your angle, an easy place to start is in Ahrefs’ Site Structure report. Here, you can see what strategies your competitors are using along with high-level performance metrics, like organic traffic and the number of referring domains that different website segments get.

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Example of Ahrefs' site structure report.Example of Ahrefs' site structure report.

Compare against internal departments

Another great approach is to bring your pitch back to what’s going on in other areas of the organization.

This is a great tactic to benchmark the value of SEO in a way that is immediately apparent. It’s also a great way to get easy buy-in if your company’s strategic objectives focus on specific divisions or products.

Here are some pitching angles you can try:

→ Expanding a division: “We need X resources to help division A expand to the level of division B.”

→ Improving KPIs: “Product A has a high cost per acquisition. We were able to lower CPA by X% for product B using SEO. If we had access to Y resources, we could repeat these actions for product A.”

→ Learning from mistakes: “We learned lessons A, B, and C from a past product launch. If we had X resources, we could help launch the new product for division A without repeating past mistakes.”

Forecast opportunity costs

Opportunity costs are the lost benefits you experience when choosing an alternative option. When it comes to getting buy-in for SEO, it can help to show what the opportunity cost would be if decision-makers chose not to invest in SEO.

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It’s super easy to do this using Ahrefs’ traffic value metric.

Example of Ahrefs' traffic value metric in Site Explorer dashboard.Example of Ahrefs' traffic value metric in Site Explorer dashboard.

This metric shows you how much you’d be spending on paid ads to get the same traffic you do through SEO. It has opportunity cost baked right into it!

You can use it in a few different ways. My favorite method is to look at a successful segment of the website and use its metrics to forecast potential success for a new segment you want to optimize or build-out.

For example, here you can see how the French segment of our site compares with the Spanish segment.

Comparing two website segments using Ahrefs' competitor comparison features.Comparing two website segments using Ahrefs' competitor comparison features.

Want to launch into a new international market? Use these metrics to build a case of what you’d be missing out on by not expanding.

Want to improve an underperforming segment of your site? Show that segment vs a segment that’s skyrocketing to your executive team.

My second favorite method is to use the Traffic Value metric to pit SEO against Google Ads or other marketing channels and showcase how SEO compounds over time and costs less in the long run.

Realistically, if there’s a marketing budget to be had, and it doesn’t go to SEO, these are the alternative channels it will likely go to. So, positioning SEO as a worthwhile channel to invest in can get you a bigger slice of the budget.

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For instance, you could pitch something like, “Our forecasts show that we could reduce our cost per click to $X (traffic value / traffic) by investing Y resources into SEO instead of [another channel].”

If your website is fairly new or you don’t have existing successes to leverage, you can do both of the above by using a competitor’s website as a proxy until you start getting some results that you can use in future forecasts.

So, your pitch would be more like: “X competitor is saving up to $Y (traffic value) in Google ads costs by using SEO. We’re leaving money on the table by not investing in SEO.”

Key Takeaways

Good SEO is about giving people what they want. Getting buy-in is the same, just for a different audience.

The more you help others in your organization get what they want, you’ll also get what you want.

When it comes to collaborating with other departments, it comes down to helping them meet their KPIs because they’re working with you. It builds a positive relationship where they feel happy to help you out in the future and are more likely to prioritize SEO projects.

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As for getting buy-in from executives, understanding where they spend most of their mental energy and aligning your projects to those things can go a long way.

If you’ve got any questions or cool tactics to share, reach out on X or LinkedIn any time!



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Websites Created With Google Business Profiles To Shut Down In March

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Websites Created With Google Business Profiles To Shut Down In March

Do you have a website created through Google Business Profiles for your local business?

If so, you must find an alternative website solution as Google plans to shut down websites created with Google Business Profiles in March.

Websites Created With Google Business Profiles Will Redirect Until June 10, 2024

A redirect will be put in place from your GBP website to your Google Business Profile until June 10, 2024.

“Websites made with Google Business Profiles are basic websites powered by the information on your Business Profile.

In March 2024, websites made with Google Business Profiles will be turned off and customers visiting your site will be redirected to your Business Profile instead.

The redirect will work until June 10, 2024.”

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How To Find Out If You Have A Google Business Profile Website

To find out if your business has a website made with Google Business Profile, search for my business or your business name on Google. Once you find your Google Business Profile, edit your profile and check for your website in the contact section.

If you have a Google Business Profile site, it should say, “You have a website created with Google.”

Otherwise, it will allow you to add the link to your website.

Screenshot from Google, February 2024Websites Created With Google Business Profiles To Shut Down In March

Choosing An Alternative Website Builders For Small Businesses

Google suggests Wix, Squarespace, GoDaddy, Google Sites, Shopify for ecommerce, Durable, Weebly, Strikingly, and WordPress as alternative website builders to create a new website or ad landing page to replace the Google Business Profiles site.

While some, like WordPress, offer a free website builder with generative AI features, its users’ content may reportedly be sold to OpenAI and Midjourney as training data unless they opt out.

Regarding Core Web Vitals, WordPress, Wix, and Squarespace showed the most improvements in performance.

It’s also worth noting that while Google Deepmind used a Google Sites website to introduce Genie, its new AI model, Google Sites may not be best for SEO.

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Updating Ad Campaigns

If you have a Google Ads campaign that links to a website created with Google Business Profiles, the ad campaign will also stop running on March 1, 2024, until the website link is updated.

There’s still time to update your business website to ensure visitors are not sent to a 404 error page after June 10, 2024. If you haven’t chosen a new website builder or hosting service, review the reviews to find the most reliable, affordable, and optimized solution for your business.

Featured image: Vladimka production/Shutterstock

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How We Built A Strong $10 Million Agency: A Proven Framework

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How We Built A Strong $10 Million Agency: A Proven Framework

Building a successful agency can be a daunting task in today’s ever-evolving space. Do you know the secrets to succeeding with yours?

Watch this informative, on-demand webinar, where link building expert Jon Ball reveals the closely guarded secrets that have propelled Page One Power to become a highly successful $10 million agency.

You’ll learn:

  • The foundational principles on which to build your business to succeed.
  • The importance of delegation, market positioning, and staffing.
  • More proven lessons learned from 14 years of experience.

With Jon, we’ll provide you with actionable insights that you can use to take your business to the next level, using foundational principles that have contributed to Page One Power’s success.

If you’re looking to establish yourself as a successful entrepreneur or grow your agency in the constantly evolving world of SEO, this webinar is for you.

Learn the secrets of establishing a thriving agency in an increasingly competitive SEO space.

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View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days

Join us as we explore how to scale the very time-consuming and complicated process of earning links from digital PR, with proven case studies showing how you can earn hundreds of links in 30 days.

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