Use the Keyword Planner to flag any terms on your list that have way too little (or way too much) search volume, and don't help you maintain a healthy mix like we talked about above. But before you delete anything, check out their trend history and projections in Google Trends. You can see whether, say, some low-volume terms might actually be something you should invest in now -- and reap the benefits for later.
We know this is a lot of information, but the work has just begun. It takes time, organization, and creativity to grow a successful content marketing strategy. From building the foundation of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year won't be a hassle if you follow the steps and explore the resources here.
SEO is short for "search engine optimization." To have your site optimized for the search engines means to attempt to have top placement in the results pages whenever a specific keyword is typed into the query box. There are many search engine optimization services to choose from, so here are some things to keep in mind when seeking SEO services or developing an SEO strategy of your own.
If you’re ready to jump into content production and want to start writing right away, I understand. But at some point, you’ll need to define why you create content and what you’re trying to achieve with it. The decisions you make in this chapter will give you a strong foundation for your content marketing plan — and make you stand out as a content publishing guru.
Extract knowledge from your subject matter expert. Put together a list of questions for your SME to answer to painlessly extract his or her knowledge. It’s completely OK if your SME isn’t a natural writer; that’s what your content marketing team members are there for. What’s most important is that you communicate his or her expertise, and that’s where this process comes in handy. Your questions should be highly specific to get the right information from your SME’s brain and create unique, high-quality expert content using those insights.

Hello Brian, i am planing to start my blog soon and im in preparation phase (invastigating, learning, etc…). I have read a lot of books and posts about SEO and i can say that this is the best post so far. Its not even a book and you covered more than in books. I would like to thank you for sharing your knowledge with me and rest of the world, thats one of the most appriciate thing that someone can do, even if you do it for your own “good” you shared it! As soon as i start my site ill make and article about you!!

Attempting to replace a dead link with your own is easily and routinely identified as spam by the Wikipedia community, which expects dead links to be replaced to equivalent links at archive.org. Persistent attempts will quickly get your account blocked, and your webiste can be blacklisted (the Wikipedia blacklist is public, and there is evidence that Google uses it to determine rankings), which will have negative SEO consequences.
Hold on! Believe it or not, whether you’re taking over, improving, or just starting your SEO strategy, the basics of SEO aren’t that hard. In fact, they’re mostly just common sense. I’m not trying to take anything away from the rock stars who have made a career around SEO expertise. We need those folks. Their expertise is incredibly valuable because there is a lot of science to SEO, and it is constantly changing as search engines like Google continue to update their algorithms.

Keyword analysis. From nomination, further identify a targeted list of key­words and phrases. Review competitive lists and other pertinent industry sources. Use your preliminary list to determine an indicative number of recent search engine queries and how many websites are competing for each key­word. Prioritize keywords and phrases, plurals, singulars and misspellings. (If search users commonly misspell a keyword, you should identify and use it). Please note that Google will try to correct the term when searching, so use this with care.
The “marketing” part of content marketing can lead to confusion as content marketing is not just used for strict marketing purposes. It’s also used for sales enablement, public relations, etc. Good programs involve multiple internal customers (customer service, sales, product marketing, brand management, etc.) and content marketing is not owned by marketing (nor by PR or any other division).
Deirdre Breakenridge and Shel Holtz are two of the world’s best-known PR experts and strong advocates of content marketing and social. They have been innovating and leading the way. When we met with both it was a great opportunity to look deeper into what was once known as PR 2.0 and is really about PR evolving as other business functions in a connected, social and content-intensive reality. The key principles remain, the hybrid PR professional is here. Read more.
Technical SEO is becoming more and more complex with mobile, semantic data, and page speed layered on top of more traditional on-site issues. At the same time, the engines have become, and will continue to become, more attuned to truly understanding what a searcher’s needs are and returning the most useful answer, rather than the best optimized, most linked to page.

Content is the glue and trigger of interaction in a customer-centric marketing view with relevance, consistency and mutual/connected value for audiences and brand at the center. By offering value to pre-defined groups of people content creates value for the customer in the broadest sense, in tune with brand and business objectives, and leading to value for the organization. Content marketing further has ties with content management and information management, as well as various marketing platforms, as systems of engagement and intelligence, helping to gain insights on audiences and to achieve a streamlined right time and right place approach, leveraging various channels and information sources which often reside in silos.
Once you've got a good list, you'll want to determine how popular each keyword is and how difficult it would be to rank for them on search engine results pages (SERPs). This is where a keyword tool comes in handy. Start by entering a seed into a research tool like Keyword Explorer. You'll be presented with details on how popular the search is and how difficult it is to rank well for that keyword.
If you are looking for keywords in languages other than English, you will find Keyword Tool's features very useful. Keyword Tool allows you to pull keywords from 192 Google domains and use 83 Google language interfaces to generate keyword suggestions. That way we make sure that the generated keywords will be relevant to the country and/or language that you are creating your content for.

These milestones cannot be done without using some of the most effective SEO strategies and practices available. Speaking of SEO strategies, it pays to be daring and risk-taking every once in a while. In fact, some of our achievements used some unique strategies that can be risky should they not be properly applied. With that in mind, here are some daring SEO strategies that you must try this 2018.
Even if you’re a reasonably small business, you’ll probably end up with a couple of hundred keywords. But there’s no need to create pages for all of these straight away. The great thing about having a Content Management System (CMS) like WordPress is that you can add content bit by bit. Think about what keywords you want to rank for now, and which ones aren’t immediately so important. Understand your priorities and plan the creation of your content.
The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services,[38] This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.

Good of you to compare SEO strategies to a battlefield. Tactics and strategy are two very confusing words when put together in the same boat. You are right. Every company feeds on different strategies to hope for the one and only outcome: SUCCESS. Every company should make realistic and achievable goals but what about their vision? Companies stand out from others when they do things in a different and efficient manner. But, I love your ideas and can’t wait to put my thinking hat on and start the considerations.

How are you transforming mass online marketing to one-to-one interaction and engagement in your online marketing plans? How do you become a source of valued content for your customer? Always focus on the customer care. Be consultative in your online conversation. Seek to ask and go deeper into a prospect's business challenge, and be very honest in your marketing campaigns to ensure you are progressively qualifying the prospect.
Imagine that you've created the definitive Web site on a subject -- we'll use skydiving as an example. Your site is so new that it's not even listed on any SERPs yet, so your first step is to submit your site to search engines like Google and Yahoo. The Web pages on your skydiving site include useful information, exciting photographs and helpful links guiding visitors to other resources. Even with the best information about skydiving on the Web, your site may not crack the top page of results on major search engines. When people search for the term "skydiving," they could end up going to inferior Web sites because yours isn't in the top results.
I read The Art of War in college, written by the Chinese general Sun Tzu (author of the quote above). While his actual existence is debated, his work is often considered as brilliant military strategy and philosophy. Thus, The Art of War is often co-opted into business for obvious reasons. Throughout the book, you'll realize tactics and strategy are not interchangeable terms.
SEO strategy plan reviews such as the keywords targeted, optimized pages, link building submissions, SEO copywriting and so forth should be done at least every six to twelve months. If you are operating in an industry that is very competitive, you may want to do this even sooner. It will depend on the recommendations of your specialist who will be monitoring changes in the industry and SEO trends throughout the entire process.
Master strategic marketing concepts and tools to address brand communication in a digital world. This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services. In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/ This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.

How to apply: The first thing that you should do to your website is to apply responsive design into your website. This improves the user experience through better navigation, which means users will stay in your website longer. This can be done by changing your website’s code to comply with the adjustment from mobile to desktop. You can also create your own AMP (Accelerated Mobile Pages) website as well, as this helps improve performance and loading speed. Google created a guide on how to create your AMP website, which you can access here.


Your local listing in Google is your “Google My Business” page. To improve the ranking of this listing in the local search results, make sure that your business information is up to date in Google My Business, within all of the Internet Yellow Pages websites (IYPs) and anywhere else where your business name, address and phone number (NAP) appears. An instance of your NAP is called a “citation.”
In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However Google implemented a new system which punishes sites whose content is not unique.[35] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[36] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[37] by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognised term of 'Conversational Search' where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words [38]. With regards to the changes made to search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.

Good of you to compare SEO strategies to a battlefield. Tactics and strategy are two very confusing words when put together in the same boat. You are right. Every company feeds on different strategies to hope for the one and only outcome: SUCCESS. Every company should make realistic and achievable goals but what about their vision? Companies stand out from others when they do things in a different and efficient manner. But, I love your ideas and can’t wait to put my thinking hat on and start the considerations.

These milestones cannot be done without using some of the most effective SEO strategies and practices available. Speaking of SEO strategies, it pays to be daring and risk-taking every once in a while. In fact, some of our achievements used some unique strategies that can be risky should they not be properly applied. With that in mind, here are some daring SEO strategies that you must try this 2018.
The reliable source of traffic and leads from your evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content. Plus, your content will not only help attract leads -- it will also help educate your target prospects and generate awareness for your brand.
Digital marketing is used to market more than just products and services. It is widely used to sell people on things such as companies, political parties and ideas. Political parties use digital marketing to target voters with positive SMS messages about their candidates and negative SMS messages about their candidates' opponents, and tailor ads to receivers who frequent particular digital channels, such as Facebook newsfeeds and YouTube channels. McDonald's created a digital "Kick the Trash" campaign to counter negative press in Germany that called the company's outside areas dirty.
Let me tell you a story. Early in my tenure at Yahoo we tried to get into the site dev process in the early stages in order to work SEO into the Product Recommendations Documents (PRD) before wireframing began. But as a fairly new horizontal group not reporting into any of the products, this was often difficult. Nay, damn near impossible. So usually we made friends with the product teams and got in where we could.
It may be that the real struggle you face with your client or boss is that they're afraid their industry isn't sexy enough for content marketing. It's not true—anything is interesting if it's framed well and shown to the right people. Your challenge here is to find that perfect angle to pitch to show them just how interesting content marketing for boring industries can be.

Thanks so much for this entry, Laura! I loved the way your post is so practical, straightforward, newbie-friendly - and most importantly, how it emphasizes the bottom line at all times. It's easy to get "lost in the fog" of SEO with so many looming tasks and forget the main purpose, so it's wonderful to have a straightforward outline of what to do and why certain tasks need to be done. I look forward to reading your future insights!
SEO.com will work with you now and for the future to provide all the online marketing services you may need to keep growing your business competitively. Since we offer a complete, compatible array of web related services you won’t need to hire, herd, or manage random outside or foreign firms, and take the many risks of mixing them in to your projects.
Wow I wish I had the comments you do. So you’re saying that by re-visiting and re-writing old posts garnered 111% more traffic by updating old posts? I feel like I go back from time to time to do this, mostly to keep information current. This tip makes me want to revisit all my old posts to see what could be updated. That’s a lot of low hanging fruit. Thanks for this one.

In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit and the amount of traffic to the site dropped by 70%. On March 16, 2007 the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[69][70]


Let me tell you a story. Early in my tenure at Yahoo we tried to get into the site dev process in the early stages in order to work SEO into the Product Recommendations Documents (PRD) before wireframing began. But as a fairly new horizontal group not reporting into any of the products, this was often difficult. Nay, damn near impossible. So usually we made friends with the product teams and got in where we could.
Every company with a website will have analytics, but many senior managers don't ensure that their teams make or have the time to review and act on them. Once a strategy enables you to get the basics right, then you can progress to continuous improvement of the key aspects like search marketing, site user experience, email and social media marketing. So that's our top 10 problems that can be avoided with a well thought-through strategy.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing.[16] In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93%[17] as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
We need to go deeper than knowing what industry we are in and that we want to be profitable, if we want to generate the kind of waves that affect visibility in the search engines. Dig deep into that vision statement to look for ideas that will guide your strategy goals and metrics. If your vision statement isn’t doing that for you, you might want to consider developing a new vision statement for your own campaign, which serves the purpose.
The role of digital platforms in supporting integrated multichannel marketing is an important component part of digital marketing, yet is often overlooked. In many ways, this highlights how important it is to break down silos between ‘digital’ and ‘traditional’ marketing departments. Online channels can also be managed to support the whole buying process from pre-sale to sale to post-sale and further development of customer relationships.
People aren’t just watching cat videos and posting selfies on social media these days. Many rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. For marketers, it’s not enough to just post on your Facebook and Twitter accounts. You must also weave social elements into every aspect of your marketing and create more peer-to-peer sharing opportunities. The more your audience wants to engage with your content, the more likely it is that they will want to share it. This ultimately leads to them becoming a customer. And as an added bonus, they will hopefully influence their friends to become customers, too.
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