Case Study On Effectiveness Of Infographic Promotion

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Introduction

infographic-promotionWe had recently detailed the effectiveness of infographic promotion in one of our recent news posts. In fact we had described the strategy as the best for social media marketing, SEO, branding and link building in 2012. We had also referenced an earlier case study on infographic promotion published by “Word Stream” where a company was able to get reference links from CNN and many other top sites by publishing a couple of interesting Infographics. This case study was published in 2010 and since then many factors and trends have changed. So, here at SIM labs we are presenting a newer case study on Infographic design and promotion.

The promotion strategy was not basically implemented for the sole purpose of doing this case study. The Infographics used within this case study were published purely for sharing information along with getting us branding as the information is shared. While the Infographics were virally shared, we were able to see ultimate effectiveness of the concept in getting traffic, branding, social media exposure and search engine visibility and rankings. The concept then turned out to be an excellent promotion strategy for us and we started to dig deep into the results obtained with Infographic promotion strategy. Here we present our findings as a detailed case study.

Infographic promotion service based on this case study: http://www.submitinme.com/infographic-promotion/infographic-design-service.aspx

Addition of Quotographics:

You would be familiar with the regular Infographics, but we have a new form of Infographics included in addition to the regular ones in the case study. It is termed as “Quotographics” which are mini graphics with quotes and sayings from famous people presented graphically. See Sample

Overview

We have published many Infographics over time. However, we are considering 4 best performers (2 infographics and 4 quotographics) of all for this case study. The Infographics are published in the pages:

Quotographics

http://news.submitinme.com/newsdetails-189.aspx
http://news.submitinme.com/newsdetails-198.aspx

Infographics

http://news.submitinme.com/newsdetails-191.aspx
http://news.submitinme.com/newsdetails-196.aspx

  • All the infographics above are published within our news section of the website, but extra promotion done from our end of each infographic varies
  • All the information used in the infographics and quotographics were very well related to our niche (SEO, social media marketing, Google etc)
  • We assume that the information we used within the infographic including the statistics are accurate based on the reliable sources from where they are taken from.
  • We had not copied any unique concepts or content except actual quotes from real people which cannot be reworded.
  • Quotes and sayings are used as it is without any changes

Infographic Concept

As mentioned in the introduction, the topic was not chosen to prove the success of the strategy using a case study. The topic was chosen for a regular infographic on the most recent “Google Penguin” algorithm update. The topic was hot and there were controversial opinions about the algorithm update from the public. The following assumptions were made while preparing the infographic concept:

  • People love to share the negative information about something new than its positive side.
  • People love to hear what others say about something of interest
  • Everyone always likes to know if other have experienced the same they have
  • There are many who doesn’t like Google and would love anything said against Google
  • People get a feeling of satisfaction when they see some information that makes them understand “they are not alone”
  • Finally the most important part: Top news agencies and best sites of the niche would provide references to you if you are publishing controversial public discussions

Quotographic Concept

Quotographics were based on simpler concepts compared to the traditional infographics. These were purely made of famous sayings from the industry experts. Ours being the SEO industry we chose quotes from Matt Cutts (Head of Google webspam)and his quotes about the most recent penguin update.

Assumptions Made

  • Matt Cutts was a very popular figure online (This was for sure)
  • People were eager to hear something about the penguin update from official sources
  • The chosen quotes were worth a 500 word explanation about the current issue – the penguin update
  • The quote has great news value

The Design and Concept

The Infographic Design & Content

The content and design was mainly focused on carrying a humor touch. The images used were cartoonistic vectors to maintain the web 2.0 look and feel throughout the infographic. As the infographic carried large information, the design done was basic.

The Quotographic design & Content

Quotographics come with very simple designs. The content is mainly quotes from famous people related to the niche and the design would be based on the message in the quote

Details about the Infographic Promotion & Statistics

1. An infographic based on the comments by people about the Google Penguin Update

Published Page: http://news.submitinme.com/newsdetails-191.aspx
Published Date: 30th April 2012
Type of content: Controversial comments from real people after the Google penguin update
Promotion Done:

  • Shared within our facebook, twitter, Google plus, linkedin page
  • Published in our pinterest profile
  • NOT published in the 25 top infographic syndication sites

Stats:

  • Total views within the page: 3449 Views
  • Syndicated in Google News : Yes
  • Known Pinterest Shares from the published page alone : 58
  • Facebook Shares the published page alone: 9
  • Known Tweets the published page alone : 7
  • Viral natural syndication to other blogs

1059 views at http://www.downgraf.com/inspiration/google-penguin-how-did-the-public-react-infographic/
95 views at http://www.downgraf.com/inspiration/google-penguin-how-did-the-public-react-infographic/

Note: There are 25+ such syndications with undisclosed view counts and social shares. They would add up to the total views and the social shares mentioned above

“The infographic was referred from a news post at Search Engine Journal and we got requests to grand permission to use the infographic in their news posts from many SEO news sources (names not disclosed)”

2. An Infographic about recovery of a website after being hit by the Google penguin update

Published Page: http://news.submitinme.com/newsdetails-196.aspx
Published Date: 10th May 2012
Type of content: Tips on recovering website after Google penguin update
Promotion Done:

  • Shared within our facebook, twitter, Google plus, linkedin page
  • Published in our pinterest profile
  • Published in the 25 top infographic syndication sites

Stats:

  • Total views within the page: 2928 Views
  • Syndicated in Google News : Yes
  • Known Pinterest Shares from the published page alone : 16
  • Known Facebook Shares : 12
  • Known Tweets the published page alone: 10

Apart from the viral natural syndication of the infographic, we manually syndicated the same to top 25 infographic sites. We were able to get tons of unique views and social shares from these infographic syndication sites.

Eg: http://visual.ly/google-penguin-recovery 813 Unique Views. There are 24 more such sites with undisclosed number of views.
Note: These 25 syndications are in addition to the natural syndication by the public

“This infographic was a success but didn’t go as viral as the first one because there were too many information on the same topic of news value. However, after the infographic was syndicated manually to the top 25 infographic sites, the main source url appeared and stayed on the first page of Google search for the most competitive target keyword “Google Penguin Recovery”

Details about the Quotographics used in the Case Study

1. A Quotographic By Matt Cutts about Penguin Update

Published Page: http://news.submitinme.com/newsdetails-189.aspx
Published Date: 27th May 2012
Type of content: Quote by Matt Cutts (head of Google webspam team) about what Google penguin update is after

Promotion Done:

  • Shared within our facebook, twitter, Google plus, linkedin page
  • Published in our pinterest profile
  • NOT published in the 25 top infographic syndication sites

Stats:

  • Total views within the page: 5084 Views
  • Syndicated in Google News: Yes
  • Known Facebook Shares : 18
  • Facebook comments: 10
  • Known Tweets the published page alone: 12

2. A Quotographic By Matt Cutts about WhiteHat SEO

Published Page: http://news.submitinme.com/newsdetails-198.aspx
Published Date: 15th June 2012
Type of content: Quote by Matt Cutts (head of Google webspam team) about whitehat SEO strategies

Promotion Done:

  • Shared within our facebook, twitter, Google plus, linkedin page
  • Published in our pinterest profile
  • NOT published in the 25 top infographic syndication sites

Stats:

“After publishing this infographic, the entire website got a 2X boost in traffic from search engines and referral sites. The very high view count within the published page and the referrals from the syndicated sites accounted to the increase in traffic”

Findings

Increase in overall site traffic

As you see the statics below, it is evident that infographic promotion plays and important role in boosting the sites overall traffic.

Visitors-Overview

The quotographics have the same impact as well. You could clearly see the spikes in traffic during the dates the infographics and quotographics were published. These spikes act as pivot points holding the traffic rise during the other days as well. Hence, publishing infographics regularly will get a 2X boost in traffic to the site within weeks. You could also see a consistent increase in traffic the whole month when compared to the previous when we were doing no infographics

Referral Traffic

Referral-Traffic

See the huge spikes in referral traffic because of the infographic being referenced from top sites in our niche. The referral sites include top spots such as Search Engine Journal and many top SEO blogs.

The second spike in the referral traffic as mentioned in the image above is a result of syndicating the infographic to the top 25 syndication sites. In addition to the traffic from the syndication sites, the infographic gained direct views at the top infographics sites. For example, the infographic received 813 views (within 3 months) in visual.ly alone. The combined effect of all 24 sites where the infographic was submitted to would be astonishing.

SERPS

After syndicating the infographic to the top infographic sites, the source url (our own website) ranked 6th in the search engine results for the most competitive keyword “Google Penguin Update”

google-penguin-recovery

Viral Social Sharing

Social-Sources-Google-Analytics

See the consistent increase in social referrals to our site and noticeable spikes on the days when the infographics and quotographics were published

Branding

All the infographics carried the logo of SubmitINMe. The brand was spread to all the top spots of SEO and SMO niche through the infographics and Quotographics. With the help of the controversial nature of topics chosen, we gained the attention of many industry leaders as well. This promotion campaign for branding was very much effective when compared to all the paid online branding options available today.
Link Building (Not from the anchor texts but natural referral links)

After the Google penguin update, natural link building is the key to success in SEO. Links from the most relevant top authority sites of the same niche, Social media links, blog links, referrals in formus etc are the most preferred ones. We were able to gain links NATURALLY from all these spots with no extra promotion of the infographic except syndicating it to 25 sites by ourselves. The backlinks to our site grew gradually over time and 100% naturally. This confirms that infographic promotion is an effective natural link building strategy too.

Infographics Vs Quotographics

Infographics

  • Concept, Content and Design is very much time consuming and costly when compared to quotographics
  • Very effective in building credibility to your website by publishing it within your website or blog
  • 5X more natural syndication and backlinking when compared to other conventional link building startegies
  • Gets referred by top industry experts and authority sites of your niche due to the uniqueness of information
  • Very effective in driving traffic to your website
  • Branding reach is 10X more when compared to the other conventional Branding options available today

Quotographics

  • If you are hiring a professional to do the Quotographics the costs would be very much less. In fact lesser than what you pay for a PR to be written
  • A recent study on most shared content within facebook revealed that Quotes occupy the 5th spot. So Quotographics play a key role in facebook promotion and overall social media marketing
  • Quotographs are shared more than the infographics within the social media resulting in 2X more natural link building compared to the conventional ones.
  • Though quotographs gets you lost of referral traffic, it doesn’t turn top industry heads towards your brand
  • Equally good n traffic generation.
  • The branding reach of quotographics is 5X more compared to other conventional strategies

Conclusion

Both infographics and quotographics are proven to be effective in:

  • Ultimate branding
  • Overall Safe SEO
  • Increase in organic search traffic to the website
  • Increase in referral traffic to the website
  • Effective social media marketing and exposure
  • Brand identity among the industry heads

Quotographics are best for those who are looking for an affordable strategy to promote their brand and website. Aiming at decent increase in traffic, improved search engine rankings, good brand exposure and the best social media exposure

Infographics are for those who need to make a huge impact and turn heads of industry leaders and the entire online crowd of the niche towards the brand. Good social media exposure and good increase in traffic and search engine rankings is seen.

“According to the trends, search engine algorithms and social media activity, Infographic and Quotographic promotion are the best online marketing strategies of 2012”

Update as on 10th July 2012

Our answer to the statement “Google may discontinue Infographic “LINKS” in future”

According to reliable news sources, the head of Google Webspam has announced that they may discount the Infographic links. While the statement is vague enough to confuse everyone using the infographic promotion strategy, Google is aiming at discounting only “hidden links” within the embedded infographics. This doesn’t mean that the infographic promotion strategy is about a total hit by Google.

Like any other promotion strategy, the concept of infogrpahics are used by the black hat SEO experts. Anchor text links were generated from infographics and the links were disguised as legitimate in the eyes of the search engine spiders. For example, the infographic would be in HTML and an image about soccer would be linked to a payday loan website. Google has said that they would be discounting such links.

However, if you create a stunning infographic with unique and authentic information and publish it as an image along with your branding, it will not be considered as black hat or flagged by Google. The reason is, such infographics are not focused on link building but natural branding and social shares. It is the real people who decide if the infographic should be a success or a failure. If people think your infographic is good, it would spread like a wildfire along with your brand and a referral back to the original source.

Even if Google discounts the infographic links in future, the effectiveness of good infographics would be untouched as it is the real people who decide the success to infographic promotion and not the search engine bots. Read the news story about this statement from Google

References:
http://news.submitinme.com/
http://www.submitinme.com/infographic-promotion/infographic-design-service.aspx
http://www.wordstream.com/blog/ws/2010/08/25/infographic-case-study
http://www.google.com/analytics


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