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.
There are a couple quick and easy (and free) ways to check search ranking. One is to use Google AdWords Keyword Planner. Simply enter your keywords to get an idea of how popular they have been historically in terms of search volume. You can also use Google Trends, which is a truly fun site to explore. Compare different keywords to see a quick graphical comparison of interest over time.
Every website should have a content strategy focused around your top keywords. When you create content such as blog posts, videos, whitepapers, research reports and webinars, it gives people something to link to. In addition, the content you create can rank by itself in the search engines. For example, if you write a blog post on “How to Pick an SEO Company,” there is a possibility it will rank for some of the keywords you use in the title and in the body post, especially if the post gets linked to from other websites or shared a lot on social media. It also helps if your website as a whole already has significant high-quality links.
Blogs have many benefits for content marketing too. Do you need a blog for your organization? It all depends but there are many befits and reasons to at least have a corporate blog (which doesn’t mean it should be company-centric). Blogs have many inherent benefits, can serve multiple (content) marketing goals and there are dozens of good arguments to get started.
Seed terms don't just lead to metrics like search volume; they also open the door to the bounty of related keyword suggestions that you may not have thought of yet. You can see how a simple seed word you picked up through a Facebook group or from a conversation with a customer can grow into a useful tree of keywords brimming with ideas for your pages or next blog post.
Google continuously develops and improves upon their algorithm to create a sophisticated machine that learns as it grows; the more it learns, the less humans can comprehend. Over the years, SEO strategies have evolved in attempts to keep pace with Google’s algorithm changes and updates with the use of machine learning and data science, and this is SEO in 2018.
In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links. PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.
Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer. Or take a look at a case study from the design firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website, and content marketing.
Expert roundups have been abused in the Internet Marketing industry, but they are effective for several reasons. First, you don’t have to create any content. The “experts” create all the content. Second, it is ego bait. Meaning, anyone who participated in the roundup will likely share it with their audience. Last, it is a great way to build relationships with influencers.
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.
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.
Typically, others in the industry will be maintaining ongoing SEO on their sites, so it’s usually advisable to continue with monitoring, tweaking, and expanding your SEO strategy as time goes on. The logic is that if you’re not acting on your own search visibility, but your competitors are, it’s likely that you’ll eventually lose any hard earned progress in search engine rankings.
Once you’ve done a thorough analysis of your chances to rank on a specific term, the next step is to write an amazing article and optimize it accordingly. And hit publish. Make sure you’ll attract some nice backlinks. And wait a little while. Check out your rankings. Does your article pop up? Did it hit the first page of Google’s SERPs? Or is it hidden away on page 2 or 3? Make sure to evaluate your articles in the SERPs. Google the terms you’ve optimized your articles for. Check whether or not your SEO is paying off!
Another example when the “nofollow" attribute can come handy are widget links. If you are using a third party's widget to enrich the experience of your site and engage users, check if it contains any links that you did not intend to place on your site along with the widget. Some widgets may add links to your site which are not your editorial choice and contain anchor text that you as a webmaster may not control. If removing such unwanted links from the widget is not possible, you can always disable them with “nofollow" attribute. If you create a widget for functionality or content that you provide, make sure to include the nofollow on links in the default code snippet.
All keyword research starts with a topic, idea, or head keyword, also called a "seed." This seed can come from your industry knowledge, from being an active member in related online forums and groups, or from the products and services you provide. Make sure you have a spreadsheet or notepad where you can jot these terms down as you journey through the labyrinth of websites and social networks to discover variations on those keywords.
Don’t Make Me Think – These four tools are some of the best UX testing programs available today. Yet one of the best UX resources isn’t digital, but rather a book: Don’t Make Me Think, a groundbreaking work by UX designer Steve Krug that has sold 100,000 copies over 5 years.Witty, entertaining and down-to-earth, Don’t Make Me Think offers actionable advice and useful mindsets for novices and veterans alike.
If you are serious about improving search traffic and are unfamiliar with SEO, we recommend reading this guide front-to-back. We've tried to make it as concise as possible and easy to understand. There's a printable PDF version for those who'd prefer, and dozens of linked-to resources on other sites and pages that are also worthy of your attention.
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.
Another excellent guide is Google’s “Search Engine Optimization Starter Guide.” This is a free PDF download that covers basic tips that Google provides to its own employees on how to get listed. You’ll find it here. Also well worth checking out is Moz’s “Beginner’s Guide To SEO,” which you’ll find here, and the SEO Success Pyramid from Small Business Search Marketing.
Paid media is a bit self-explanatory in what its name suggests -- and refers to any vehicle or channel that you spend money on to catch the attention of your buyer personas. This includes things like Google AdWords, paid social media posts, native advertising (like sponsored posts on other websites), and any other medium for which you directly pay in exchange for visibility.
2. Microsoft Ad Intelligence Tool (Excel Add-on) – This is a PPC keyword research tool and Excel add-on for Bing Ads. This tool requires a Bing Ads advertising account. Once installed, the tool is available as a new tab in your Excel workbook. You can discover new keyword ideas by entering the URL of your website or list of keywords. The tool also gives traffic and bid estimates on your keywords, which allows you to determine the cost to advertise on Bing/Yahoo. There’s also some interesting demographic and geographical information available.
In recent years and due to the success of the term and the growing awareness of marketers that relevant content is necessary and undervalued, the term content marketing is used for many purposes and tactics in the digital and social marketing context, ranging from social content and search engine optimization to even online advertising (so-called ‘native advertising’).
That’s exactly how the three can work together to help you meet your goal. Of course, it’s not compulsory to use all three. If your owned and earned media are both successful, you might not need to invest in paid. It’s all about evaluating the best solution to meet your goal, and then incorporating the channels that work best for your business into your digital marketing strategy.
Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.
Not all strategies have to be big. Sometimes your window is small, and you're forced to build for a distinct — or tiny — opportunity. Maybe you don't have time for a proper large-scale strategy at all; a tactic or two might be all you can do to carry in a win. Just make that very clear with your boss or client. Don't misrepresent what you're trying to build as an SEO campaign.
When launching, adjusting or creating search engine optimization (SEO) and search engine marketing (SEM) campaigns, you work with a ton of keywords (words you choose and want to rank well in search engine results). In the SEO/SEM world, keywords can be a marketer’s best friend, if chosen wisely! The keywords you choose for your Pay-per-click (PPC) online advertising campaigns can ultimately determine the success or failure of your campaign. In order to succeed, you need to find a good mix of different keywords, from branded to non-branded, to competitors terms, as well as generic and long-tail terms. There are plenty of excellent paid or free trial PPC keyword research tools out there to choose from. However, you can create a really extensive keyword list with tools that are 100% free – Sweet!
See the screenshot below for some of the sections for specific recommendations that you can add which will provide the meat of the document. Keep in mind this is a very flexible document – add recommendations that make sense (for example you may not always have specific design considerations for a project). Remember, it will be different every time you do it.
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.
This is beyond website content, but good user experience is becoming more and more important in strong SEO rankings. According to Robert Berris in his blog Three UX Principles That Help Your Website Do Its Job Right, “During the last two years, Google has evolved to place much higher emphasis on sites that deliver quality user experiences across platforms and devices. Though traditional ranking factors are still king, search engine optimization is increasingly becoming user optimization.” So, work with your web developers to be sure that your website is easy and intuitive to navigate and that each link works and takes your visitors to the next bit of information they’re looking for.
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).
Ahrefs – An extremely versatile company, Ahrefs offers a wide range of products, including backlink checkers, content explorers and position trackers. For our purposes, however, we will focus on their expansive, adaptable Keywords Explorer, which allows marketers to search nearly 3 trillion keywords in over 170 countries, assessing metrics like keyword difficulty, click-through rates, related keyword lists and search volume.
Hey man, finally an useful post about the SEO tactics that no longer work. I have been reading a lot of outdated SEO related posts lately, but I was pretty sure that some of them no longer work nowadays as Google is very frequent in updaing their algorithms. Thanks a lot for sharing this post, will do a share on my social profiles for sure. Keep up the good work!
So what is content marketing, then? Well, it's pretty simple. Content marketing is the use of that content—any of it—to help meet a marketing goal for your organization. That could be acquisition of potential customers, retention of existing ones, making more people aware of your brand or your products, or really anything else. We'll go into many of the most popular and effective ways of doing all of these things throughout the rest of this guide.
With so many channels, platforms, and methods of communicating with audiences, it’s easy to overlook the classic email — but email is very much alive and well. In fact, email drip campaigns are one of the simplest, most effective ways to provide targeted, high-performing content directly to your readers, enhance their experience with your brand, and enable the sales process.
Social media websites are among the most valuable resources a business can have. Sites such as Facebook, Twitter, and LinkedIn are chock full of members of your niche audience and other potential customers waiting to be found — so be sure to share your content with them! It can even help answer many of their questions while simultaneously establishing your credibility.
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.