Author: cormac84

Pitching stories to reporters is hard.

More often than not they will say no, even if you think it’s important. However, the difference between what you think is news and newsworthiness is vast.

For example, there are 33m people with HIV however it’s not important to report today. However, if we find a cure for it today, then that’s important.

It’s important to understand that reporters want a newsworthy story and want an angle they see worthy of a place in the paper or on their site.

There tend to be 11 different elements that can help you create this newsworthiness that will get you some good local coverage – here they are.

  • Conflict – this is newsworthy. People prefer an argument than people getting on
  • Local – the more local, the more likely people will be interested as it impacts on them
  • Incident – if it goes wrong or is bad news it’s more likely to be news
  • Extremes – if it’s the biggest, best, worst or smallest – it’s more likely to be included
  • News – news needs to be new – remember this
  • Big vs. Small – A small company overcoming a Goliath tends to get people’s interest. People love the little guy
  • Timely – stories that are timely and work around a big event are more likely to be covered.
  • Scandals – if it’s newsworthy it often will invoke some sort of scandal. People love gossip.
  • Incompetence – if people showcase stupidity it draws attention from the critical
  • Hook – a surprising hook gets interest. Reporters love if something surprising happens – the more shocking the better.
  • Hypocrites – Anti gun lobbyist shoots lover dead – that’s a pretty good story and one that’s delicious to a reporter.

Good newsworthy angles are a big part of link building and SEO and can help land you some great links. Understanding how to get them is important and these tips are there to help.

If you want help with your SEO then contact us for details.


Of all the many and varied link schemes across the history of the Internet, none is so close to, and yet so far from, a legitimate strategy as the private blog network. What is a PBN, how does one work and how can you tell if a blog is part of one?

marketing consultant in LondonWhat is a Private Blog Network?

A private blog network is a network of blogs all owned by one person or a small group of people working together. These blogs can run from autoblog-style low quality drivel to high-quality, high PageRank sites with valuable content. They all work together to point value at other sites owned by the owner of the PBN.

This is, in a sense, a black hat link scheme. The reason is because all of the blogs are used by the same person to promote one site, similar to how a link pyramid or link wheel directs power to a single money site. The other reason is because PBNs are often used to game the search results, giving link juice to a target blog that wasn’t earned legitimately.

There’s a very thin line between a high quality PBN and a legitimate network of blogs working together. After all, if you and three friends each own three blogs, those twelve blogs have reason to support each other and aren’t really attempting to game the system. It’s only when the quality of those blogs drops that the technique becomes more firmly black hat.

The key to running a long-lived and successful private blog network is the first word; private. The fact that the blogs are owned by the same person and are all used to promote a target site is necessarily going to be kept secret. The blogs can’t all have the same WHOIS information, the same IP addresses, the same content, layout or anything else. The more diverse and robust the blogs, the easier it is to get away with running a PBN.

Generally, the way a PBN comes to life is from an expired domain auction. The webmaster will swoop in and buy domains that have expired, typically for a low fee. These domains are typically free of link penalties and have a history of being cared for by their previous owners. Why was the site abandoned and the domain put up for sale? The world may never know. The fact is, the PBN owner buys it while it’s still fresh and the existing PageRank hasn’t dissipated.

Typically, the PBN owner will acquire as many of these domains as necessary and sets up a quick block on each one. Again, the web host, IP address and other configuration options need to be different enough that you can’t tell, at a glance, that they’re owned by the same person.

Each blog is populated with some content, taking advantage of incoming links whenever possible. Low quality PBNs throw up a half-dozen articles in the first day and leave it at that.High-quality PBNs take longer to create more original content. Whenever possible, it’s a good idea to identify incoming links and use those URLs to create new posts in the vein of whatever old post was there, to maintain more SEO power.

Crowdsourcing has shaken up industries, disrupted markets and irrevocably changed the way in which innovative businesses are gaining customer feedback to progress within commerce. And with a wealth of technological tools at their fingertips today companies are more empowered than ever before in harnessing all that crowdsourcing can achieve. With this in mind here we take a look at the incredibly powerful tool of social media and we explore the ways in which businesses can use such platforms in improved ways for more successful crowdsourcing.

Twitter on tvCrowdsourcing: Just what can be achieved?

Crowdsourcing can seek ideas, innovation and funding. It draws upon the resources of the masses to drive businesses in the direction that consumers can truly shape. It may specifically seek ideas for new products, feedback for existing product development or potentially raise funding for a business goal or product.

  1. Harness the right platforms

Social media platforms are drastically different. Each one has its own demographics with users of certain ages, genders, job types, income levels and everything in between. To this end  we advise choosing the right social media platform to crowdsource through can seriously impact upon the people who may be driving change within your business. So ensure that you harness the right platform that features the right people.

  1. Consider paid promotion

Paid promotion across social media is today more advanced than ever. You can now place your adverts in front of people based upon a plethora of characteristics (even down to including interest in certain competitors).

This may also be important to ensure that you’re really hearing the people who are yet, for whatever reason, to purchase from you, who after all may be the most important people of all when considering how to increase market share and move the business forward.

So consider paid promotion if you really wish to reach a far wider range of people beyond your page or profile’s fans or followers.

  1. Use the right tools for seamless feedback

Social media platforms must be used in conjunction with feedback tools in order to actually gather opinions or ideas. This then means driving your audience over to your website, web form or social media integrated web survey (the latter of which consistently proves to be most effective as your crowdsourcees can’t get distracted back over to Facebook or Twitter before they’ve left their input).

  1. Ask the right questions

Your Crowdsourcing initiative may reach millions, stir up interest within your products and services and ensure that existing customers feel valued. However without the right questions being asked you’ll find that the eventual data that you end up with is of little use.

So be sure to carefully craft your crowdsourcing campaign and run a few tests upon a select few participants to begin with; that way you can be truly certain that your campaign will reap the innovation that you’re looking for.

5.Provide incentives

Consumers can undoubtedly enjoy the chance to drive changes within products and services, however this alone may not be enough to ensure that significant numbers of crowdsources partake within your campaign. So think carefully about incentives and, if you’re really clever, you can harness both crowdsourcing as well as a spike in sales through well designed product or service discounts for participants.

Questback has served as the instrumental key to social media crowdsourcing success for many an innovative company. Through advanced web surveys that are super social media friendly and via advanced features that provide comprehensive analytics they are helping their clients in harnessing all that customer feedback can achieve.


In the days since the UK elections we’ve seen numerous businesses across the UK jump on the anti-Tory bandwagon.

This has led to a handful of businesses up and down the UK claiming they will charge anyone who has voted for the Tories and is willing to identify themselves an extra percentage on their service – a ‘Tory Tax’ if you will.

At the least there’s a touch of bad sportsmanship to it and at the worst it can either be seen as both very childish and provocative, or hypocritically using leftist ideology as a very capitalist marketing device.

This is where your money goes.

Anyhow, to cut to the chase, we’re offering 10% off all initial internet marketing and SEO services until the 19th of May for anyone who identifies themselves as a Tory when contacting us at


pricing_strategyA business social media policy is a must for businesses that utilise social media for their work. Whether it’s for promotional, customer support or other activities it’s a good idea to have such a social media policy in place.

So, we’ve compiled a list of ten different things to consider when creating yours.

  • Gather your team around and talk to them about what they think should be added and why? Include people from the legal, IT, HR and social media departments as well as yourself.
  • Create a culture that will encourage people to follow best practices and be transparent
  • Look closely at the legal ramifications of such a policy and how they may impact on your company
  • Have an overall policy, but also policies for different social media sites to ensure you cover all areas
  • If you already have policies in place that cover an area of your social media policy – use them. There’s little point wasting time reinventing things
  • Show external regulations in the policy – these make it crystal clear what’s acceptable or not. These may include employment or confidentiality regulations
  • Private and personal policies provide a clear playing field what employees can talk about online when at work and at home discussing your business
  • Train all staff in social media and also to use the internet safely. Education can be a huge benefit to people that use your business social media accounts, or do anything regards the web and your business
  • Why not get a solicitor to look over your social media policy for holes
  • Use it ! Too many companies create policies and then never use them.

Follow these tips and you will be capable of creating a stead fast policy that works for your business.

See more of Cormac on Peopleperhour

Online travel firms are two a penny, and with more people seeking a good deal on a holiday booked via the internet there is a huge amount of potential to make a lot of money. In fact, according to accountants Wilkins Kennedy LLP, there was a 45% rise in the number of bricks and mortar travel companies that went bust in the year to March 2014, something they link directly to the growing trend for booking holidays online.

“The need to consult with a travel agent is rapidly disappearing,” a spokesman for the firm told the Daily Mail. This, the firm contends, is leading people to book their own ‘DIY’ breaks online. Research is of course always  open to debate (doubly so when it’s reported by the Mail) but followed logically, this argument suggests that there is the potential for online travel firms to make many extra millions of pounds by moving into the void filled by these capsized traditional travel companies.

There are of course many competitors out there eager to scoop up their slice of the travel pie, but even for small fish surrounded by leviathans of the online travel world there are things that you can do to secure a substantial share of the booty. Sweeping that wonderful array of mixed metaphors aside for a moment, let’s take a look at some of the things you can do to potentially, but literally, make extra millions of pounds a year.

Polish your content

Any online travel business is only ever as good as the content it produces. Even with the best deals and fantastically low prices, you’re unlikely to convince anyone to trust you with their hard-earned holiday (and money) if your content is slapdash or lacklustre.

Taking just the price point as an example, when a visitor to your site encounters a low price they can perceive it in one of two ways: they can either see it as an unbeatable bargain, or they can see it as something that’s of low value, ‘cheap’ and undesirable. If you have highly polished content that really sells what’s great about the holiday then they’re likely to believe the former, while if it’s dull, badly written and/or full of errors, they’re going to see it as cheap and nasty.

So, the quality of your content can directly lead to hundreds if not thousands of extra sales, or not, your choice.

Optimise to convert

Just as travel reps undergo training to help them sell holidays to consumers, travel copywriters need to be trained to optimise your content for conversion. This means:

  • Snappy, concise content
  • Content that contains appealing imagery
  • Compelling, concrete calls to action
  • Content that grows your brand and maintains your brand voice
  • Content that takes into account the way people read and digest information online

If your content is currently underperforming then it may be time to carry out an audit to determine if it fulfils these five criteria. If it’s not then you could be losing out on a substantial number of sales, and it may be time to revisit your blueprint for content production and optimise your webpage content for conversions.

Maximise your output

If you’ve been running an online travel business for any length of time, chances are good that your content isn’t awful and you’re doing at least a few things right. But as a business with finite resources, there is inevitably a limit to how much you can do to market your business on a daily, weekly and monthly basis. And that’s a shame, because the more high quality content you produce, the greater the potential for extra sales and a higher turnover.

There are many types of content that travel businesses can produce in their marketing efforts, including:

  • Destination guides
  • Travel e-books
  • Blogs and guest blogs
  • Helpful holiday tips articles

Producing these consistently over a period of time can substantially grow your business for a number of reasons. Firstly, generating additional high quality content should improve your ranking within the search results, leading to a higher number of click-throughs. Secondly, it will increase your brand exposure and potentially be shared with even more people. And thirdly, it will help you to portray yourself as a trusted, well-established and knowledgeable travel brand.

Obviously your marketing department is going to be limited in its content production by the number of content copywriters in the office, particularly during the summer months when your own staff may be, ironically, on holiday. You can boost your travel content production to whatever level you desire though, by outsourcing some of your requirements to a travel copywriting agency with a team of dedicated online content copywriters.




A lot of businesses and business owners may have never even heard of SEO before. However, they may wish they had if they knew the benefits that SEO could bring to their websites.

In fact, there are numerous ways a small business can benefit from SEO and we’re going to take a look at a few below.


Did you know that 70% of people will click on a link in the top 3 positions on the results page and 40% will click on the first positioned site? It doesn’t take a lot of explanation to expel the benefits of appearing here.

All Sizes

Businesses of all sizes can benefit from SEO. Local SEO can be one of the most beneficial things a business can take advantage of and can be relatively easy to rank for and gain traffic from.


Ensuring you have a mobile and responsive website is a must for SEO and with more searches now taking place on mobile web than through desktops you can surely see the reasons why it’s hugely beneficial to not just smart to use SEO but also to have a mobile site. Do so and you can greatly enhance your chances of ranking above competitors locally and for people using mobile in your area.

Brand Awareness

A website that’s not found is not as much use as a website that’s very apparent. Building brand awareness is one of the key reasons people have websites. By ranking well you create brand awareness that will last the test of time and plenty of Google updates too.

SEO is possibly the most effective way to spend your marketing money and delivers the best return – targeted traffic en-mass. Not all marketing mediums can say they do this nearly as efficiently as SEO.


Because the traffic is targeted the conversions tend to be higher and this means you have a higher action rate and more people purchasing your goods that you would with other forms of marketing.

SEO can have a very positive impact on your business – so why not get in touch with us at Myonlinemarketer and make more of your SEO today.

Adding a little humour to your marketing can have significantly beneficial effects. Think about it, so much humour is universal and to give testament to this think of the popularity of the like of Mr Bean across the globe.

One of the problems every corporate business faces is how to become a little more personable and humour could be just the key. Adding a little bit of the fun factor to your marketing can really help get you noticed and seen and here are some tips.

How to Add humour to Marketing – Punchline

People like humour and it’s the perfect way to stand out in an otherwise stuffy field. Take for instance the likes of Herman Chan – who works in the realtor area. Chan shoots and edits video about his work in the real estate industry. The video tends to be informative but also self-depreciating, which many feel make him notable among the other realtors.


The web is a fast moving place and you can be certain that there is always going to be a marketing fad of the moment. Take the likes of Gangnam style or the ice bucket challenge. Using these to parody for example can be a great way to comment on the current web culture and also ensure you achieve gained exposure and in turn sales.

Cartoons work on Social Media

Cartoons have been a popular form of humour for centuries and still are. Creating a humourous cartoon that lampoons a part of your industry or even you can help get you noticed. Cartoons tend to grab people’s attention and in a world of an ever more visual internet tend to work across a range of different channels.

Social Media

A little humour is a great way for even the most corporate businesses to make more of their efforts. If you don’t want to go all out wacky, try and master the art of dry humour. Take posts from Eat24 for instance. The company has used numerous Facebook memes to add some humour to its business. For example, it posted images of a man wearing two beetroots on his ears above the caption ‘BEETS by DRE’. It’s silly, but it works.

People love a little humour and injected some into your business in a measured manner can really help you make more of your efforts.

If you want help with your link building or marketing efforts why not get in touch with us.


We’re always happy to help – so why not get in touch with us for any questions, queries or help you need.


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