Tag marketing

A Miami Copywriter Explains Anchor Text

Highlighting a page with anchor text is one way to attract attention with quality in-bound or outbound links. You can write an article that references another article on your website, or an outside source can highlight a link to your website from theirs. Start by figuring out the best SEO keywords and group them. For example, go big with ‘real estate agent’/’Realtor’ and break it down using a modifier, such as ‘Miami real estate agent’ or ‘Miami Realtor’. Go further with ‘Miami real estate agent Victorian houses’ or ‘Miami Realtor single-family home’. The key is to understand what your target audience would type into the Google search bar and use that as a foundation for your keywords.  Understanding anchor text is easier than you think.

Understanding link building strategies 

Links between different pages on your site matter. Anchor text is the clickable, usually blue text of a link inserted into an article. It is easy to find and is used to attract users and web crawlers. The actual text matters as a ranking element. The href attribute contains two components: the URL, which is the actual link, and the clickable text that appears on the page.  

Types of anchor text

Exact match – uses exact keywords such as ‘luxury homes’ or ‘affordable homes’

Partial match – uses a variation of the keywords, like ‘designer luxury homes’ or ‘affordable homes for sale’

Branded – only the brand acts as an anchor, for example ‘Siren Publications’ 

Image – linking an image, where the clickable hyperlink is the image itself

Naked URL – uses a straight URL, such as ‘sirenpublications.com’

Generic – uses a basic, unrelated phrase as the anchor, including ‘click here’ or ‘learn more’ 


 Back in the old days, a link that was supposed to be about luxury homes would take the user to a site about cheap shoes. When Google realized keywords were being used in an abusive way, the Penguin update was formulated, using anchor text to create additional context. The best way to go about anchor text is to use partial matches. Maximize anchor text opportunities by using concise and descriptive text. Format links so they are easy to spot and consider the best context for internal and external links. As of now, guest blogging is the best way to secure authenticity for your links without stuffing the hyperlink with keywords.

By understanding anchor text, Siren can ghostwrite your articles to build your credibility. 

Emotional Marketing




“Whenever there are strong emotions about something you know there is an opportunity.”

So many ventures out there were not born of passion.  Making money is the primary goal of any business as it should be.  However, without the choice to be working on your project, the hours become too long and the challenges are perceived as insurmountable.  The perfect combination is the marriage of money and passion.


If you talk to people about a mundane subject such as the best dish washing liquid on the market, you will get a few yawns. On the other hand, talk about something that a person feels passionate about such as hair extension or golf clubs, the excitement cannot be contained. This is the way you should feel about your product (s).

Drawing in Others

People do not like being sold to. This is a given, but in the crunch to make money this may be forgotten. When you have passion, it is not about pushing products, it is about bringing someone into your fold without a creepy cult subtext. You can talk about the benefits and uses of your product that can draw in others.


Many business people try to deny emotions preferring numbers to push products. With the advent of leaning in business models, that notion is slowly going the way of the buffalo. You should invest in not only what makes you excited, but what also makes others excited.

Sell Hope

The reason why diet is such a big business in America is because of how excited people get when they lose weight. They imagine ex-boyfriends/girlfriends clamoring for their attention and being the envy of everyone. Despite the obesity crisis, this industry is going gangbusters.  The truth is it will always be. We don’t just buy diet pills or grandfather clocks; we buy hope and a sense of belonging. There is a drive to be happy present in every human being and the opportunity will be there even if the current is going in the opposite direction.

The Value of Proprietary Web Resources

OWNERSHIP2_cowsIf you are new to internet marketing, dozens of terms that are unknown. One of the most crucial terms is proprietary resources. These resources include websites, social media feeds, and map listings. Your brand belongs to you and it must be carefully cultivated. Any hesitation on your part equals control that your competitors will have over your message. They can control your reviews, social media and any information about your business on the web. When you do not participate in the internet, your brand suffers. Even if you have commercials and radio spots blasting on every station, warm leads are more likely to search the web than anywhere else.

The internet cannot be avoided. Even if traditional outbound marketing has served you well for decades, it is time to focus on inbound marketing. The concern here is market share which in simplified terms means the percentage of business your product or service garners over other companies over a specific time period. Coca-Cola has the market share of soft drinks over a seven-year period. Number wise Coke has 42% over the market share while Pepsi only has 28%. They have been battling it out for over a century and will continue to do so for decades to come.

Now in the cola wars, each has to stay on top of their brand or risk losing to their competitor. Coke spends more on marketing while Pepsi has to use defensive measures in their marketing. Pepsi targets younger customers while Coke utilizes options such as being in theme parks and hotels. The key is they own everything related to their brands from websites to social media feeds. Without it, the competition loses its edge and appeal.

Up your competitive edge by owning all potential resources.

Outbound and Inbound Marketing Simplified

tinkersoutbound marketing-advertisers start the conversations with potential customers

inbound marketing-customers actively seek out a brand for two- way communication

warm lead-internet traffic that has already expressed an interest in your product or service


Tinkers sold their wares all over Ireland. They had a bell that signaled their entry into local villages. Whatever they were selling, they advertised by shouting and talking to their potential customers. In essence, they went to their customers and then tried to sell as personally as possible. This happened all over Europe and early America before radio and television. As long as people have something to sell, there have been marketers. Once technology came into play marketers focused on starting  conversation personally through tradeshows, TV commercials and cold calls. Impersonal avenues include radio commercials and print advertisements such as newspaper ads, magazine ads, flyers, brochures, catalogs, cold calls, and email blasts.

Outbound marketing does not have the highest ROIs  in addition to being a challenge to track. The DNC or the federal do not call list hinders reaching potential customers on the phone. The advent of TiVo makes commercials near obsolete, spam filters make direct marketing emails invisible, and postcards became birdcage fodder. All these avenues can be high cost and low yield. According to statistics, 44% of direct mail sits unopened in landfills. 86% of people fast forward through commercials .84% of 25 to 34-year- olds, the prime targeted age demographic, have exited out of pop up ads.

On the opposite end of the spectrum is inbound marketing. Outbound marketing in this digital age comes across as yelling whereas inbound marketing sees the clients come to the brand. Potential clients use Google to find the brand from dish soap to teacup pig breeders seeking them out on avenues such as social media or webpages. These potential clients would be considered warm leads in which they have already expressed interest and can be swayed towards your brand with the right presence. Social media plays a key role with inbound marketing as your warm leads can have multiple exposures to your brand and perhaps interact with your brand as well.  The goal is to benefit warm leads and turn them into clients. You can do this by offerings white papers or relevant blog content.

Content is queen with inbound marketing. Your website should be relevant and provide two-way communication. As outbound marketing declines each day, inbound marketing is increasingly being viewed as the only way to go. Inbound is cheaper than outbound marketing and can yield higher revenues.

If you are uncertain about the advantages of inbound marketing, do some research on the topic. You just might leave outbound marketing in the last century where it belongs.