The objective of keyword research is to generate, with good precision and recall, large number of terms that are highly relevant yet non-obvious to the given input keyword.[2] Process of keyword research involves brainstorming and the use of keyword research tools. To achieve the best SEO results, it is important to optimize a website as well as backlinks for the most relevant keywords. It is good practice to search for related keywords that have low competition and still a high number of searches. This makes it easier to achieve a higher rank in search engines which usually results in higher web traffic. The downside of this practice is that the website is optimized for alternative keywords instead of the main keyword; main keywords might be very difficult to rank for due to high competition.[3] There are three essential concepts to consider when conducting keyword research. Good keywords are closely related to the subject of the website. Most search engines use an internal quality system to check website relevance related to possible keywords, a non relevant keyword is unlikely to rank well for a website.[4][5] Good Keyword that are highly competitive are less likely to rank in the top. Keywords that have no monthly searches generate no traffic and therefore are useless for SEO. Keyword stuffing in a web page should be avoided.

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.
A disadvantage of digital advertising is the large amount of competing goods and services that are also using the same digital marketing strategies. For example, when someone searches for a specific product from a specific company online, if a similar company uses targeted advertising online then they can appear on the customer's home page, allowing the customer to look at alternative options for a cheaper price or better quality of the same product or a quicker way of finding what they want online.
If you don't have the resources to devote to regularly producing great content, try focusing on what's known as "evergreen" content, which is less timely and requires less upkeep but can serve as a great industry reference. One great example we've had here at Moz is the Google Algorithm Change History. This began as a place for Dr. Pete Meyers to keep track of various updates from Google, mostly for his own use. As he continued adding to it, bit by bit, it became a go-to resource for anyone looking to learn about shifts in the search results. With minimal upkeep, the page has attracted more than 1.7 million views since it launched in 2011.
We wanted to give you the most extensive and detailed guide of advanced content marketing techniques available today. This resource is chock full of tactical, immediately actionable ideas that you can implement in your own business — to start building a community of fans and followers, to increase engagement and traffic to your website, and to drive sales.
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.
This philosophy is beautiful in its simplicity, and it serves to correct the “more, more, more” mentality of link building. We only want links from relevant sources. Often, this means that in order to scale our link-building efforts beyond the obvious tactics, we need to create something that deserves links. You have links where it makes sense for you to have links. Simple.
Schema.org is a type of markup that you can put in the code of your website. Using schema.org, you can tell Google which picture on your site is your logo, where your reviews are, where your videos are, what type of company you are, where you are located and much more. Google has hinted over the last year that schema.org will help your website rank better in Google search. Recently, Google’s John Mueller, said in a Google Hangout on Sept. 11 (at the 21:40 minute mark) that “over time, I think it [structured markup] is something that might go into the rankings as well.”
Really great article. In some cases when you are creating strategies there are many SEO companies that focus more on finding link building opportunities rather than actually create visual assets or other link earning content. Do you think more emphasis should be placed on creating these assets first based first on understanding hot topics or refining a customers pain points?
Affiliate marketing - Affiliate marketing is perceived to not be considered a safe, reliable and easy means of marketing through online platform. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates it leaves the brand prone to exploitation in terms of claiming commission that isn’t honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers, and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.[47]
For businesses where the value of a potential transaction is high, such as a B2B service company, it may be useful to target very specific phrases with very few searches. Even if very few people search for a phrase each month, those potential visitors may be very targeted and be thrilled to have found your page. Long, very specific search phrases, such as entire questions, are called“long tail” keyphrases.
Making a list of possible search terms is hard. Up until a few years ago you could just check Google Analytics and see the terms people used to find your website, but unfortunately, that’s no longer possible. So you have pretty much no idea which terms people use in search engines to end up at your website. Luckily, there are still some other tools which make your keyword research a bit easier. Read our post about tools you can use in your keyword research for more tips and tricks.
Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications.[36] Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organisation.
If you are using Responsive Web Design, use meta name="viewport" tag to tell the browser how to adjust the content. If you use Dynamic Serving, use the Vary HTTP header to signal your changes depending on the user-agent. If you are using separate URLs, signal the relationship between two URLs by tag with rel="canonical" and rel="alternate" elements.
Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic. For example, a long-time football fan might search for [fifa], an acronym for the Fédération Internationale de Football Association, while a new fan might use a more general query like [football playoffs]. Anticipating these differences in search behavior and accounting for them while writing your content (using a good mix of keyword phrases) could produce positive results. Google Ads provides a handy Keyword Planner34 that helps you discover new keyword variations and see the approximate search volume for each keyword. Also, Google Search Console provides you with the top search queries your site appears for and the ones that led the most users to your site in the Performance Report35.

As I said earlier, basic SEO is mostly common sense. However, if you can afford it, it is wise to hire a SEO expert to ensure your site is truly optimized. A SEO consultant or agency can audit your site and look at how it is performing against your most important keywords. They will provide you with a prioritized list of action items to help you take your site to the next level.
Like the hundreds of people already, I thought this was an amazing post. You have a great way of breaking things down into ways that the average reader will be able to understand and make actionable. I think this is a great resource for our readers, so I included it in my monthly roundup of the best SEO, social media, and content marketing articles. https://www.northcutt.com/blog/2014/02/january-resource-round-up-the-best-of-seo-social-media-and-content-marketing/
By using Internet platforms, businesses can create competitive advantage through various means. To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information. Through this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on their needs.[30] This means of content has shown to have a larger impingement on those who have a long-standing relationship with the firm and with consumers who are relatively active social media users. Relative to this, creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid.[31] Although there may be inconstancy with product images;[32] maintaining a successful social media presence requires a business to be consistent in interactions through creating a two way feed of information; firms consider their content based on the feedback received through this channel, this is a result of the environment being dynamic due to the global nature of the internet.[29] Effective use of digital marketing can result in relatively lowered costs in relation to traditional means of marketing; Lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs.[32]
Achievable: Make sure you're grounding your goal in reality. Sure, you can't control a massive Google update, but using the history of your sales and competitive data, you can make some inferences. You also need to make sure you have agreed-upon goals. Get buy-in before you set the goal in stone, leveraging the thoughts from the leaders, merchandisers, analysts, and anyone who might be able to provide insight into the likelihood of hitting your goal.
How to apply: Users want instant answers to their questions, which is why providing answers to some who, what where, etc. questions would get you to the top. This will also help you get voice results as well, which is a definite plus. Along with this, it is also recommended that you use schema markup on your site, along with shortening your URL into something more readable.
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.
If you’re an amateur blogger on the block, your first goal would be to increase SERP ranking. If you’re new to this space, it’ll definitely take a while to increase ranking. Guest blogging is one way to climb up the ladder sooner than you might otherwise be able to do. You have two ways to do this. You can offer to write a guest post for a popular blog in your space or request a popular blogger to write a guest post for your blog. Both ways it’s a win win for you.
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.
To understand the importance of digital marketing to the future of marketing in any business, it’s helpful to think about what audience interactions we need to understand and manage. Digital marketing today is about many more types of audience interaction than website or email... It involves managing and harnessing these ‘5Ds of Digital’ that I have defined in the introduction to the latest update to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways:
An omni-channel approach not only benefits consumers but also benefits business bottom line: Research suggests that customers spend more than double when purchasing through an omni-channel retailer as opposed to a single-channel retailer, and are often more loyal. This could be due to the ease of purchase and the wider availability of products.[24]

SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[60] Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[61] It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic.[62] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.


Ask for explanations if something is unclear. If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or "throwaway" domains, your site could be removed entirely from Google's index. Ultimately, you are responsible for the actions of any companies you hire, so it's best to be sure you know exactly how they intend to "help" you. If an SEO has FTP access to your server, they should be willing to explain all the changes they are making to your site.
This SEO tutorial teaches you a "beat the leader" approach to search engine ranking with SEO tips that have worked for our digital marketing clients. To see what Google or Bing thinks is best for any specific attribute, we look at the sites they are currently rewarding — the top-ranked results. Once you know what structural and content choices worked for the "leaders," you can do even better by making your pages the "least imperfect"!
Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.

Keyword Explorer by Moz – A one-stop shop from the SEO specialists at Moz, Keyword Explorer is a versatile, dynamic program that covers nearly every aspect of the keyword process. With Keyword Explorer, marketers can brainstorm keywords, build lists and filter them by topic; you can analyze metrics, click-through rates and other measures of effectiveness; and you can even spy on and assess keywords used by your business rivals.

6. Audience terms. This category covers all kinds of other terms that people in your target audience might be searching for. Usually the impression volume on these words is vast, so it can be a tempting category to try. Also, since this category is more aligned with traditional display targeting, which is based on the interests and pastimes of the audience, you might get a lot of suggestions from higher ups about trying these types of words.
Digital marketing became more sophisticated in the 2000s and the 2010s, when[13][14] the proliferation of devices' capable of accessing digital media led to sudden growth.[15] Statistics produced in 2012 and 2013 showed that digital marketing was still growing.[16][17] With the development of social media in the 2000s, such as LinkedIn, Facebook, Youtube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology.[18]
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