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.
In order to know which keywords to target, it's essential to not only understand the demand for a given term or phrase, but also the work required to achieve high rankings. If big brands take the top 10 results and you're just starting out on the web, the uphill battle for rankings can take years of effort. This is why it's essential to understand keyword difficulty.
A quick search for “SEO ranking factors” will give you all of these answers and myriad others. There is a lot of information out there. And the reality is, while there are likely hundreds of variables working together to determine final placement, much of what is suggested is guesswork. And certainly, not all ranking factors are relevant to every business.
I am a little confused on your first point. Sorry if it is a simple one to understand and I’m just missing it. What good would finding dead links on Wiki do for my personal website? I thought you would explain how to find dead links faster within my own site… but it seems that your tip is way more valuable than that. I just don’t quite understand what I do to positively affect MY site with this. Any help would be great 🙂 THANKS!
What services are you looking for? (check all that apply) Content Marketing Paid Advertising (Google, Facebook, Twitter, etc.) Podcast Advertising Video Production Video Production and Advertising Marketing Strategy and Funnels Conversion Rate Optimization Outsourced Chief Marketing Officer Outsourced Chief Technology Officer Influencer Marketing Programmatic Advertising Marketing Audit Marketing Consulting SEO Audit Marketing Roadmap / Plan Marketing Workshop (Fly Us to You) Other
A very popular and highly competitive keyword on Google search engine is "making money." It has 85,300,000 search results, meaning that millions of websites are relevant or competing for that keyword. Keyword research starts with finding all possible word combinations that are relevant to the "making money" keyword. For example, a keyword "acquiring money" has significantly fewer search results, only 61 000 000, but it has the same meaning as "making money." Another way is to be more specific about a keyword by adding additional filters. Keyword "making money online from home in Canada" is less competitive on a global scale and therefore easier to rank for. Furthermore, keywords also have various intents which can affect whether the marketer would want to target that keyword. Multiple tools are available (both free and commercial) to find keywords and analyze them.
Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.[53] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.[54]
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.
Another illicit practice is to place "doorway" pages loaded with keywords on the client's site somewhere. The SEO promises this will make the page more relevant for more queries. This is inherently false since individual pages are rarely relevant for a wide range of keywords. More insidious, however, is that these doorway pages often contain hidden links to the SEO's other clients as well. Such doorway pages drain away the link popularity of a site and route it to the SEO and its other clients, which may include sites with unsavory or illegal content.
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.
Social media has a pivotal role – Last but not least, social media is an evolving platform that has changed from a basic communication platform to a highly profitable marketing channel. Many users start their searches on social media and make their way to a business’s site. Sharing up-to-date, engaging, and personalized content will attract more people to your profile, and eventually to your website.
Many blogging software packages automatically nofollow user comments, but those that don't can most likely be manually edited to do this. This advice also goes for other areas of your site that may involve user-generated content, such as guest books, forums, shout-boards, referrer listings, etc. If you're willing to vouch for links added by third parties (for example, if a commenter is trusted on your site), then there's no need to use nofollow on links; however, linking to sites that Google considers spammy can affect the reputation of your own site. The Webmaster Help Center has more tips on avoiding comment spam39, for example by using CAPTCHAs and turning on comment moderation.
This is the exciting part of SEO strategy plans. The agreed changes to your website are implemented on your pages either directly by your consultancy if you have a content management system (CMS) or they will liaise with your web developer for them to code the changes required. The off-page optimization including link building and options such as optimizing Google Places pages is also done at this critical stage. This is the core of an SEO strategy – the on-the-ground work that helps to increase your site’s visibility in search engines.

Social Media Marketing - The term 'Digital Marketing' has a number of marketing facets as it supports different channels used in and among these, comes the Social Media. When we use social media channels ( Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain attention of buyers over the web using different social media platforms.


It's content that helps people find you. It might even be content that makes people fall in love with you a little. But discovery-level content is not usually the last touch before a big sale. There are many more layers of content that usually finesse that conversion. (More on that when we discuss how content can represent various stages of the funnel in ch. 3.)
An influencer is someone who people listen to online. When it comes to search engine optimization, having an influencer in your corner will mean more people link to your website, share your blog posts and trust your content. If possible, have an influencer who is a subject-matter expert head up the content creation on your website. This person can be you, someone from your company or someone you align with.
Video advertising - This type of advertising in terms of digital/online means are advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time.[51] Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched.[52] Post-roll advertisements were shown to have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability".[51] Due to selective attention from viewers, there is the likelihood that the message may not be received.[53] The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioural decision.[54] These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time,[51] therefore manipulating these variables will yield different results. Length of the advertisement has shown to affect memorability where-as longer duration resulted in increased brand recognition.[51] This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand.[51] These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending number of people reached.[55] Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".[51] As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend from mass amount of a brands advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.
In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[32] On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[33] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[34]

I can feel the excitement in your writing, and thanks for all this free info you know how to get loyal subscribers, I believe you are one of the best in the business, no up selling just honesty, its so refreshing, i cant keep up with you I have only just finished the awesome piece of content you told me to write and just about to modify it then finally start promoting, i will be looking at this also THANK YOU, PS i couldn’t make your last course but i will get on board for the next one
The next step is to do the same analysis with a keyword that’s slightly more long tail. Longer and more specific search terms will generate less traffic, but ranking on those terms will be much easier. Focusing on a whole bunch of long tail keywords combined could very well attract a lot of traffic. Once you’ve managed to rank for those long tail keywords, aiming for more head terms will become a bit easier.
Keyword research isn't just a one-off task. Your website's foundation is built on keywords, so precisely what building blocks you use requires regular re-evaluation and maintenance. Search language shifts constantly, new keywords are being formed all the time, and your audience's needs develop and grow. As a result, keyword research is a job worth doing whenever you're looking to create new website content. This includes when you're looking at starting a new website, if you're writing a new blog post for an existing site, when you're deciding whether to promote a particular product or service, and beyond. It's also rather handy if you're restructuring your existing site and consolidating your content.
Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences.[22] Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users' posted images of food-related experiences within their social networks, providing free advertising for the products.[26]
Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web. Initially, all webmasters needed only to submit the address of a page, or URL, to the various engines which would send a "spider" to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed.[5] The process involves a search engine spider downloading a page and storing it on the search engine's own server. A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains. All of this information is then placed into a scheduler for crawling at a later date.
When referring to the homepage, a trailing slash after the hostname is optional since it leads to the same content ("https://example.com/" is the same as "https://example.com"). For the path and filename, a trailing slash would be seen as a different URL (signaling either a file or a directory), for example, "https://example.com/fish" is not the same as "https://example.com/fish/".
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.
Dave Chaffey of Smart Insights collaborated with HubSpot and several content marketers, including us, to make an infographic and paper, based on the strategic framework and research of Dave Chaffey. In a step-by-step article we introduce you to different success parameters of content marketing with additional tips, quotes from the participants, the infographic and much more. A great place, providing all you need to go from plan to execution and optimiziation. It also contains a framework for content planning. Check it out via the button below.
Think of this document as a living communication between you and your client or boss. It is a document you should refer to often. It keeps all parties on the same page and aligned. I recommend sharing it in a collaborative platform so updates are shared between all viewers without having to constantly send out new copies (nothing sucks the life out of efficiency faster than "versioning" issues).

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.

How much is a keyword worth to your website? If you own an online shoe store, do you make more sales from visitors searching for "brown shoes" or "black boots"? The keywords visitors type into search engines are often available to webmasters, and keyword research tools allow us to find this information. However, those tools cannot show us directly how valuable it is to receive traffic from those searches. To understand the value of a keyword, we need to understand our own websites, make some hypotheses, test, and repeat—the classic web marketing formula.
Social Media Marketing - The term 'Digital Marketing' has a number of marketing facets as it supports different channels used in and among these, comes the Social Media. When we use social media channels ( Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain attention of buyers over the web using different social media platforms.

SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective like paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals. Search engine marketing (SEM), is practice of designing, running, and optimizing search engine ad campaigns.[55] Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to PageRank visibility as most navigate to the primary listings of their search.[56] A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[57] In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public,[58] which now shows a shift in their focus towards "usefulness" and mobile search. In recent years the mobile market has exploded, overtaking the use of desktops as shown in by StatCounter in October 2016 where they analysed 2.5 million websites and 51.3% of the pages were loaded by a mobile device [59]. Google has been one of the companies that have utilised the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is.
Great post, your knowledge and innovative approach never fails to amaze me! This is certainly the first time I’ve heard someone suggest the Wikipedia dead link technique. It’s great that you’re getting people to think outside of the box. Pages like reddit are great for getting keywords and can also be used for link building although this can be difficult to get right. Even if you don’t succeed at using it to link build it’s still a really valuable platform for getting useful information. Thanks!
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.
Once you’ve selected your thought leaders, it’s time to create a process for extracting their expert knowledge. Remember, your SMEs are busy people, and the last thing they probably want to do is interrupt their everyday workflow to ideate, write, edit, and publish an article. Make the process as simple for them as possible by following these steps: 
On a dating niche site I took the ‘ego-bait’ post one step further and had sexy girls perform a dance and strip to revel the names of the major bloggers in my niche written on their bodies. As you can imagine it got a lot of attention from the big players in my niche and my audience and is a little more creative for getting links, shares and traffic.
Targeting, viewability, brand safety and invalid traffic: Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016).[42] Another element, which is affected within digital marketing, is ‘viewabilty’ or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).[42]
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.
Fortunately, Google puts more weight on the anchor text of external links anyway. So as long as some of your external links have your target anchors, you’re probably OK with a “Home” button. In fact, I’ve ranked homepages with a “Home” anchor text nav button for some seriously competitive terms. So it’s not a make-or-break ranking signal by any means.
Submit website to directories (limited use). Professional search marketers don’t sub­mit the URL to the major search engines, but it’s possible to do so. A better and faster way is to get links back to your site naturally. Links get your site indexed by the search engines. However, you should submit your URL to directories such as Yahoo! (paid), Business.com (paid) and DMOZ (free). Some may choose to include AdSense (google.com/adsense) scripts on a new site to get their Google Media bot to visit. It will likely get your pages indexed quickly.
Search engine spiders can only spider through text. They will use the content on your site to determine what your site is about, which in turn will help to decide how highly your site will be ranked for specific keyword phrases when visitors type them into the search engines. For this reason, keyword research is critical to obtaining natural search engine placement and should be at the top of your list when mapping out your SEO strategy.
Podcasts. Michael Hyatt, author of the best-selling book Platform: Get Noticed in a Noisy World, practices what he preaches. His “This is Your Life” podcast is downloaded 250,000 times each month. As Hyatt elaborates on his blog post 4 Reasons You Should Consider Launching Your Own Podcast, “A podcast gives you visibility in a completely different world—primarily iTunes. I have had scores of new people say they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast--all for free. But that podcast leads to more sales of his books, signups for his courses, and requests for him as a speaker.
Keyword research isn't just a one-off task. Your website's foundation is built on keywords, so precisely what building blocks you use requires regular re-evaluation and maintenance. Search language shifts constantly, new keywords are being formed all the time, and your audience's needs develop and grow. As a result, keyword research is a job worth doing whenever you're looking to create new website content. This includes when you're looking at starting a new website, if you're writing a new blog post for an existing site, when you're deciding whether to promote a particular product or service, and beyond. It's also rather handy if you're restructuring your existing site and consolidating your content.

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!

Dig deep into everything you ever needed to know about links from anchor text to redirection. Read this series of pages to understand how and when to use nofollow and whether guest blogging is actually dead. If you're more into the link building side of things (working to improve the rankings on your site by earning links), go straight to the Beginner's Guide to Link Building.
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.

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.
Another disadvantage is that even an individual or small group of people can harm image of an established brand. For instance Dopplegnager is a term that is used to disapprove an image about a certain brand that is spread by anti-brand activists, bloggers, and opinion leaders. The word Doppelganger is a combination of two German words Doppel (double) and Ganger (walker), thus it means double walker or as in English it is said alter ego. Generally brand creates images for itself to emotionally appeal to their customers. However some would disagree with this image and make alterations to this image and present in funny or cynical way, hence distorting the brand image, hence creating a Doppelganger image, blog or content (Rindfleisch, 2016).
For example, let’s say I have a health site. I have several types of articles on health, drug information, and information on types of diseases and conditions. My angle on the site is that I’m targeting seniors. If I find out seniors are primarily interested in information on prescription drug plans and cheap blood pressure medication, then I know that I want to provide information specifically on those things. This allows me to hone in on that market’s needs and de-prioritize or bypass other content.
SEO.com is a certified Google Partner, which means the search engine has certified our knowledge and experience of Google applications and tools. In addition, we have access to specialized Google training and products, and a dedicated Google representative. Whether you are in ecommerce, technology, retail, dentistry, or B2B, you will benefit working with SEO.com.
While most search engine companies try to keep their processes a secret, their criteria for high spots on SERPs isn't a complete mystery. Search engines are successful only if they provide a user links to the best Web sites related to the user's search terms. If your site is the best skydiving resource on the Web, it benefits search engines to list the site high up on their SERPs. You just have to find a way to show search engines that your site belongs at the top of the heap. That's where search engine optimization (SEO) comes in -- it's a collection of techniques a webmaster can use to improve his or her site's SERP position.

The relevant keywords that you target with your ads will bring the right audience to your website. Showing your ads to people that type relevant keywords will result in higher click-through rate (CTR), lower cost-per-click (CPC) and higher conversion rates for your business. As a result, you will spend less money on advertising and generate a better return on investment.
As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, adding content, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3] In 2015, it was reported that Google is developing and promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies.[4]
Fortunately, Google puts more weight on the anchor text of external links anyway. So as long as some of your external links have your target anchors, you’re probably OK with a “Home” button. In fact, I’ve ranked homepages with a “Home” anchor text nav button for some seriously competitive terms. So it’s not a make-or-break ranking signal by any means.
There's often a top-down marketing strategy already baked before you get to pitch your SEO work, to which you may find opportunity on a battlefield where access is not granted. It's reckless to assume you can go into any established company and lob a strategy onto their laps, expecting them to follow it with disregard to their existing plans, politics, and red tape. Candidly, this may be the quickest way to get fired and show you're not aligned with the existing business goals.
In our research with what we have done for ourselves and our clients, there is a definite co-relation between content greater than 1000 words and better rankings. In fact, we are finding amazing ranking jumps when you have content over 3,000 words, about 12 original images (images not found anywhere else online), 1 H1 (not keyword stuffed), 12 sub-headlines (H2), 12 relevant internal links, 6 relevant external links and 1 bullet list. I know it sounds like a lot of work and a Big Mac recipe, but this does work.
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]
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