June 2017

29- Jun2017
Posted By: DPadmin
126 Views

What To Look Out For To Avoid A Google Penalty

Shutterstock

You may be the best in your business or practice but, without search engine optimization, you’re either average or a nobody in your field.

As digital marketing consultant Alex Chris writes, “Search engine optimization or SEO is a set of rules for website (or blog) owners to follow for the proper optimization of their websites to improve their search engine rankings.” He also added that “millions of users per day are using the internet to look for answers to their questions and solutions to their problems.”

With a proper SEO guide, any website and business can grow into one of the most trusted brands on the internet.

Unfortunately, there are some issues with SEO that you should know about before you hire an expert. In Bob Sakayama’s article “When SEO Failure Results in Google Penalties or Rank Suppression,” he pointed out that the professionals are the ones who often trigger most of the severe Google penalties. In short, these “experts” who were hired to prevent such problems from happening in the first place are the ones who really trigger the penalties. If that is the case, why should we even consider the idea of hiring an SEO expert? In my years of experience in the search engine optimization industry, there are many factors that can trigger penalties due to the constant changes in rules. Whether you’re an optimizer or a website owner, you should know the factors that can cause serious problems in the long run.

We can live with owner-triggered rank issues because they won’t affect your established traffic, rankings and profit the way penalties would. On the other hand, Google penalties can ruin your business. There are many different types of penalties; you could get a penalty for unnatural (spam) links to your site or an over optimization anchor text penalty from using a piece of software to build links. You could also be penalized for using the same exact content from another website or using a keyword too many times on a page, which is known as “keyword stuffing.”

Penalties are also due to the constant changes in the rules. With the rapid changes, most SEO agencies can’t keep up with the latest improvements. Most optimizers are passive which is bad because you can’t make proper adjustments in time. Here are some tips for beginners and old professionals on what to look out for to avoid a penalty from Google.

Unnatural Links To And From Your Website

If we take a look at the link schemes section of Google’s Quality Guidelines, we’ll find out that any links made by an SEO with the intention to manipulate a website’s ranking are clear violations of Google’s Webmaster Guidelines. In short, unnatural links to your site can get your website in trouble.

Google also warns about unnatural links from your site. Google is now capable of determining natural links from unnatural links. It focuses on links that act as editorial votes for a site. If you somehow manipulate links from your site, there’s a high chance you’ll receive a penalty. My firm recently helped water filtration company AquaOx (which I am a partner in) recover from a major Google penalty. The previous SEO company used a link-building software to create unnatural links from the website. Unfortunately, the company got caught and the site was pushed far down in the search engines to page 10. We had to go through a list of links, tag the ones that were really bad and disavow those links in Google Webmaster tools. Our next move was to build high-quality links from the site. Once Google noticed our cleanup operation, the search engine made some adjustments in the search rankings. Although penalty recovery is not a quick process by any means, the accomplishment is rewarding.

Publishing Keyword-Heavy Content

Spamming keywords into compelling content is an old trick that used to work for many SEO agencies. Unfortunately, Google made the competition tougher with its frequent changes. My personal belief is that the search engine prefers a website with about 2% of the content being keywords. If it is annoying for users to read unnatural keywords in a website’s content, the same thing is true with the search engine. Website owners or SEO companies should keep track of their keyword count by using keyword counting tools. In my practice and belief, high-quality content does not need many keywords to rank higher in Google. Avoid many of the top 10 Google penalties by investing in other tactics like proper keyword research and keyword placement instead of spamming with keywords.

Spammy Structured Data Markup

Although schema markup (structured data markup) can boost your search engine content discovery and make other improvements, this strategy can get you slammed by Google. A spammy structured data markup can potentially hurt your site as you will receive penalties from the search engine. The best way to avoid structured data markup penalties is by following the rules set by Google. You can either adhere to the guidelines of the search engine or use a structured data testing tool. Either one is better than getting into serious trouble.

Deliberately Cloaking Web Pages For SEO Or CTR Purposes

Cloaking web pages for your personal interest is a big crime against Google. Cloaking is where one version of the site is shown to search engine spiders and a different version is shown to the user viewing the site. Once caught, your site will face serious challenges and issues. The search engine discourages any form of manipulation to level up the game and keep the credibility of websites on the search result.

Being penalized isn’t the end of the world for website owners, though. There are ways to get your website back on track. As a professional SEO, my first recommendation would be to look for the right people for the job.

Source: What To Look Out For To Avoid A Google Penalty

29- Jun2017
Posted By: DPadmin
136 Views

Why Do Small Businesses Shirk SEO?

Plenty of small business marketers have embraced social media, but many are neglecting SEO, or search engine optimization.

It’s a challenge to stay afloat as a small business today. Budgets are stretched and competition is stiff. Customers expect more and more.

So why not embrace one of the most effective ways to grow your business? Why not gain an edge by using a marketing tactic so many of your peers have overlooked?

Why not invest in search engine optimization?

Plenty of small business marketers have embraced social media. However, only 28 percent of the small business owners we surveyed for WASP Barcode Technologies’ “2017 “State of Small Business Report” said they use search engine optimization (SEO). And the smaller a company is, the less likely they are to use it. Only 25 percent – one in four – of companies with five to 10 employees are doing SEO.

Yet, SEO is the most effective marketing tactics available to small businesses. BrightLocal’s 2015 survey of small businesses found that SEO came in second place (only after word of mouth) as the most effective internet marketing tactic.

So why the disconnect? Well, if you look closer, there are a number of reasons why:

1. Trust

Almost every business owner has heard horror stories of a company that hired a shady SEO company and then either lost most of their rankings or was outright banned by Google. Another common anecdote is a small business that has spent lots of money on SEO only to get poor results or no results.

2. Complexity

SEO is complex – there’s no way around it. That complexity makes it hard for the average small business owner to tell whether or not a hired SEO is telling them the truth. And even if the small business owner asks a business friend if they know of an SEO company that’s good, that referral may be based on limited information.

When you factor in the typical two to three-month delay in seeing results from SEO efforts, it’s no wonder why it’s hard to find a reliable SEO. (Though there is a very good list here.)

Complexity is an issue for all business owners who would prefer to do SEO themselves. Unfortunately, SEO is not something you can learn and master in a couple of hours. And given that most small businesses don’t outsource their marketing, that means going outside to hire an SEO firm (or any marketing vendor) is something they’re not used to doing.

3. Expense

Small business marketing budgets tend to be tight. Good SEO tends to be expensive. It’s not a great combination.

But many small companies try to save money. They use inexpensive SEO firms that employ shady tactics to get their pages ranked. At first, everything seems fine, but then Google releases another update and the rankings tank. The SEO firm pleads, “This is just what happens.”

Now the small company is not only out of all that budget they’ve spent – they’ve also lost those search rankings and all the traffic to their website those rankings were generating. That can cause a major disruption in a business. Just ask anyone who’s ever been badly burned by an algorithm update. It can take months to recover. No wonder small businesses are leery of SEO.

4. Time

Patience is hard to come by. But SEO rewards patience in spades.

It takes time to build good rankings – sometimes months or even years. And there’s often a gap of several months between trying a new SEO tactic (like blogging, for example) and seeing results.

Compare that to advertising, where results are almost immediate, or a direct mail campaign, an email blast or almost other kinds of promotion.

Of course, this isn’t a problem just because small business owners are impatient. Many owners have patience galore. What they don’t have is an unlimited amount of cash. The pressures of cash flow are always on their mind.

What can you do about all this?

Should we just give up and not even try SEO for our businesses? Of course not. We just need to take the long view. That’s what SEO requires more than almost any other marketing tactic (except maybe content marketing, which is practically a sister to SEO).

There are three basic rules to apply to SEO for small businesses. They counteract all the issues mentioned above:

  • Learn the basics. You may not have days to learn SEO, but there are some good basic tutorials that can help a lot. If nothing else, they’ll educate you enough to hire a quality SEO firm and not get burned by somebody promising to “Get your site to the top of the search results.”
  • Stay patient. Good SEO takes time.
  • Invest wisely. Good SEO costs money.

Conclusion

While it’s disappointing to see so many small businesses missing out on the benefits of SEO, there could be a silver lining to it for you.

If you’re among the minority who can commit to this tactic, who can invest in it (if only a little) for the long term, you’ll have a major advantage over your peers. And once you start seeing results, you’ll have a free stream of traffic going to your site. That SEO traffic will also be more likely to convert and more likely to come back.

What do you think?

Are you doing any search engine optimization for your small business? Is it working? Which optimization tactics have worked best? Leave a comment and tell us what you think.

Source: Why Do Small Businesses Shirk SEO?

29- Jun2017
Posted By: DPadmin
215 Views

3 Tips for Successful Content Marketing in the Age of Google RankBrain 

In 2017, one of the smartest things you can do for both your content marketing and overall digital marketing strategy is to pay attention to Google RankBrain and how it influences search results and rankings.

Like it or not, if you’re a marketer, you spend a lot of time thinking about Google. You have to consider whether Google will like a piece of content every time you publish something, and that extends throughout the brainstorming, writing, and copyediting states as well. But not in the sense of whether Google will find the topic interesting; rather, if the content will satisfy Google’s sophisticated search algorithm that determines when and where your content ranks in the search results.

But are you familiar with one of Google’s newest components: RankBrain?

Google RankBrain means machine learning and artificial intelligence now play critically important roles in the process of SEO (search engine optimization). But what does this mean for your content, moving forward? After months of testing and up-close interaction with RankBrain, answers are coming to light.

What is RankBrain?

Fully understanding Google’s search algorithm is impossible; even the world’s most successful SEO strategists are often left guessing in regard to how certain pieces of the algorithm function. With that being said, we have a reasonably good understanding of what Google RankBrain is and how it fits into the larger SEO picture.

RankBrain is the name given to the machine learning system that’s used to help the Google search engine process and formulate the appropriate results for a given search. The machine learning nature of RankBrain presumably means that the system gets smarter and more sophisticated by building on what it already knows and making connections without human assistance.

But in order to understand RankBrain, you have to first grasp the big picture: Google Hummingbird. As Danny Sullivan, founding editor of Search Engine Land, explains in layman’s terms, “Hummingbird is the overall search algorithm, just like a car has an overall engine in it. The engine itself may be made up of various parts, such as an oil filter, a fuel pump, a radiator and so on. In the same way, Hummingbird encompasses various parts, with RankBrain being one of the newest.”

With RankBrain playing an important role within the bigger search algorithm, it’s clear that Google is continuing to make progress in the direction of moving away from a heuristic-based approach and closer to a machine learning approach. Overall, things currently land somewhere in between heuristics and machine learning.

As a marketer, this means you have a multi-faceted responsibility. Not only do you have to understand human search behaviors and how people search for content within the confines of an internet search engine, but you also have to get familiar with Google’s machine learning components- i.e. RankBrain.

How to Develop Content That Satisfies RankBrain

As any digital marketer with experience knows, developing high-ROI content isn’t just about typing words into a text box and hitting the publish button. In order for that content to stand any chance of being successful, it has to abide by the rules of the road.

You have to take Google’s search algorithm into account and optimize accordingly. In other words, SEO and content marketing may technically be separate pursuits, but they intersect and overlap in very significant areas.

If you want to develop successful content, you must seek to understand RankBrain. It’s not easy to understand RankBrain – nor will it ever be. But here are some different tools, strategies, and techniques you can use to develop content that appeases both human readers and the machine that is RankBrain.

1. Stop Guessing and Start Testing

The correct way to optimize your content strategy isn’t to make random guesses and see what pans out. You need to spend time testing and implementing tweaks and changes that stand a chance of being successful.

One tool that’s gaining increasing popularity among digital marketers is Market Brew, which was developed by Scott Stouffer. Recruited by Google for many years, Stouffer instead decided to do his own thing and eventually founded an AI-powered SEO platform that now does an impressively good job of making predictions.

As Stouffer explains, “Our generic search engine model can train itself to output very similar results to the real thing. We then use these predictive models as a sort of ‘Google Sandbox’ to quickly A/B test various changes to a website, instantly projecting new rankings for the brand’s target search engine.”

While Market Brew is designed for larger website optimization, it can help you confirm whether your content strategy is headed in the right direction, or if changes need to be made. The overall moral of the story is that you need to surround yourself with tools and resources that set you up for success.

2. Tighten Up Your Focus

Google claims that RankBrain is the third most important ranking factor in the Hummingbird algorithm (links, content, RankBrain). Assuming that you have a decent foundation in place, you should be okay on the links and content front. But how is the quality on your individual pieces of content?

Pages with lots of fragmented ideas and random information rarely, if ever, rank well on Google. In an effort to optimize your content according to Hummingbird and RankBrain, you have to tighten up your focus and really zero in on specific topics for specific pages.

3. Raise Your Organic CTRs

“Google uses its Quality Score algorithm to rate the quality and relevance of your keywords and AdWords ads,” SEO expert Larry Kim points out. “Click-through rate, the relevance of each keyword to its ad group, landing page quality and relevance, ad text relevance, your historic AdWords performance – all of this ultimately determines your cost per click and your ad rank in the ad auction process.”

In order to beat out the Quality Score Algorithm for ads, you simply have to beat the expected click-through rate you’re up against. Do this and you’ll see your visibility increase, which will ultimately have a positive impact on your overall marketing strategy.

As Kim goes on to explain, the key to getting an above average click-through rate is to properly structure headlines, optimize for task completion, and increase search volume.

Ignore RankBrain at Your Own Peril

Far too many marketers don’t give SEO the attention it deserves. Sure, they may hire someone to handle their SEO strategy, but they don’t see any value in getting personally vested in the process. Sadly, this is the wrong approach.

On a macro level, digital marketing success depends on understanding and accounting for SEO. On a micro level, it’s virtually impossible to experience any sort of short- or long-term content marketing ROI without respecting Google’s search algorithm.

In 2017, one of the smartest things you can do for both your content marketing and overall digital marketing strategy is to pay attention to Google RankBrain and how it influences search results and rankings. It’s a complicated topic, but one that’s worthy of any marketer’s time and energy.

Source: 3 Tips for Successful Content Marketing in the Age of Google RankBrain | Inc.com

29- Jun2017
Posted By: DPadmin
148 Views

How to Use Semantic SEO for Higher Rankings

How to Use Semantic SEO for Higher Rankings

How to Use Semantic SEO for Higher Rankings

Every year SEO gets more difficult.

More content is fighting for valuable real estate in the organic search results.

How can your search listing stand out?

By focusing on semantic SEO.

What is Semantic SEO?

Semantic SEO is the process of building more meaning into the words you use in your content.

This means optimizing for the true intent of your users, not just answering a simple query. It means you answer the first question and then immediately answer the second, third, fourth, or fifth question right after that.

Doing so gives more depth to your content and provides more value. Google loves to send searchers to pages where they will find exactly what they’re looking for.

What does semantic SEO really translate to?

  • More chances to obtain a variety of keyword rankings.
  • An opportunity to rank for a longer period of time.

Even though keyword rankings might not be sustainable over a long period of time, traffic can be.

In fact, Google’s algorithm actively tells us what they are looking for when trying to match results to queries.

All we have to do is look at the information Google gives freely to us.

We can use this information to create and deliver more relevant content.

How to Write Content Using Semantic SEO

Semantic SEO involves figuring out the deeper meaning of why someone is searching for content and strategically placing those elements within your content piece.

You can figure out these building blocks to create your content using hints Google provides within the SERPs.

Google’s “related to search” and the “people also ask” sections are windows of opportunity.

The deeper meaning of queries will help position your site to sustain the fluctuations of organic search.

Ask yourself: Once the user learns from their query being answered, what additional questions will arise from this knowledge and continue to answer the new queries in one post?

The search algorithm is also trying to anticipate the next query, so thinking like the search engine will help you understand what you have to do.

Start With Traditional Methods of Keyword Research

You can use any keyword research tool you’re comfortable with. I use Google’s Keyword Planner Tool.

Pick a topic relevant to your business or website and build from there.

Example: A plumber offers residential plumbing services. A big part of his business includes installing or servicing pipes in new and old homes. So, you’ll want to focus a post on this concept of piping.

One highly valuable broad term is “plumbing pipes”. Let’s start building from there.

My keyword research process looks like this:

  • Broad term: plumbing pipes
  • Expanded term: residential plumbing pipes (service offered)

Once you decide to build your content around the topic of residential plumbing pipes, you then have to figure out how to construct the content piece, keeping semantic SEO in mind.

  • What type of problem are you trying to address?
  • How are you going to solve that problem with your content?
  • Once you solve this problem, how do you address the additional problems that the user might have after learning the first answer?

How to Extract Semantic Information From Google

Start by searching for [residential plumbing pipe] on Google.

What do you see?

Use the information on Google’s SERPs to create the building blocks of a post.

Start from the bottom by using the “searches related to” section.

There are a handful of ideas here you can use to construct the full content piece:

related searches

Based on this information, you can make some assumptions about the intent of your customers. They want to know:

  • What a PEX plumbing pipe is.
  • What plumbing pipe types are out there and their uses.
  • Whether new homes need different pipes. What about older homes?
  • About the material.
  • Which pipes are best for their water supply.

When you put all these assumptions together, they create the skeleton for an informative and high-value piece of content.

Now you just need to create a catchy headline then include these assumptions as blocks within the content piece itself.

Semantic SEO Helps You Earn Featured Snippets

Using the SERPs to create content is valuable because it gives you direction.

It can even help you rank above Position 1.

Featured snippets aren’t new to SERPs and neither is the “People also ask” section. These sections are interesting because they are part of the new concept of “position zero”.

While it is always amazing to get the top position in organic search, now there’s ample opportunity to appear before number one.

 

SERPS for residential plumbing pipes

In the example above, the featured snippet is above the top organic search result. It’s accompanied by an image and has much larger text.

A user might not even bother to scroll down far enough to see the “number one” ranking.

The Value of Semantic SEO

To paint an even clearer picture, let’s look back at what I said about using the SERPs to your advantage when creating content.

When you click on the blue links within the field of related searches, they will generate a completely different search results page.

Clicking on [plumbing pipe types and uses] within the related searches box to be sent to the new SERP.

Query: plumbing pipe types and uses

You could also click on the query [best pipe material for drinking water supply] for a new SERP.

Query: best pipe material for drinking water supply

Three different search queries. Three different pages rank first in organic search results.

But each SERP retains the same rich answer.

Why?

Because the page that appears in the featured snippet has depth.

That depth addresses different layers of popular related search queries.

The value here is obvious:

The post can afford to lose keyword rankings for one of these search queries and still sustain a good amount of its organic traffic in the long run.

We can’t control whether our content ranks for our targeted keyword, but we can strategize to attack the SERPs with a series of different keyword targets.

The post was intended to rank for the query [plumbing pipes]. It has since lost its ability to do so within organic search results. But the post has so much depth that it still retains its traffic and continues to grow over time.

Conclusion

Offering value, building relevancy, and thinking about the new problems your customers will face is what will separate your post from all the other ones over a longer period of time.

Be the most relevant answer.

Source: How to Use Semantic SEO for Higher Rankings

29- Jun2017
Posted By: DPadmin
120 Views

SEO Best Practices For Every Page On Your Site

 

teachers-blackboardIn terms of getting the best search rankings, you can broadly break your SEO efforts into two areas: site-wide optimisation and optimising individual pages. Today we’re going to focus on the second of these two subjects, looking at how to maximise the search ranking of every page you publish.

By following the steps in this guide, the individual pages on your site will earn more exposure, generate a higher volume of leads and contribute to better rankings across the rest of your site.

The challenge of creating ‘quality’ content

The phrase “quality content” is used so much these days that it’s lost all meaning. So, to be clear, for your content to be considered quality by search engines and people it must be two things: valuable and discoverable.

Valuable content provides information people actually need and discoverable content is easily accessible when people need it most. Hitting this sweet spot of providing the right information at the crucial moment is a real challenge but one we need to overcome in the age of micro-moment marketing.

image: http://cdn2.business2community.com/wp-content/uploads/2017/06/m-m.png

Think with Google: micro moments best practices
Source: Think with Google

The key is to understand the consumer journey of your target audiences and the role each of your pages plays along the way. This tells you the kind of information users need from each page and the kind of conversion goal you should be targeting.

10 steps to follow

Your next big challenge is creating unique content on every page you publish, which can be particularly difficult for services pages. When you have five, ten or any number of services to promote, how do you make every page unique and valuable?

Follow these SEO best practices steps to get you started:

  1. Introduce the service
  2. Differentiate from similar services (eg: SEO vs PPC)
  3. Make the unique benefits and selling points of each service clear
  4. Identify questions users will have and provide answers
  5. Explain which kind of clients use this service and what you’ve done for them
  6. Consider testimonials, case studies and social proof specific to this service
  7. Use visual content to reinforce your message
  8. Have a prominent, compelling call-to-action
  9. Provide access to further information for users who aren’t ready to commit yet
  10. Direct users to another service page if this isn’t the one that meets their needs

Try to be as specific as possible with each of your service pages, otherwise you’ll find they all end up being very similar. You need to make it perfectly clear why this is the service your visitors need and, if it isn’t, make it obvious where they should go next.

Multimedia ranking factors

It’s widely accepted that Google and other search engines take multimedia content into consideration when ranking pages. Humans are visually stimulated creatures and search engines know images, video and other visuals are the perfect way to spice up a page full of text.

Strong visual content is also more engaging than text, which can reduce indirect ranking factors like bounce rate, time on page, number of pages visited, etc.

image: http://cdn2.business2community.com/wp-content/uploads/2017/06/b2c-content-priorities.png

Top Priorities fir B2C Content Creators

Source: Content Marketing Institute

So visuals are important to people and search engines alike, but the same old issue of quality/value comes into play. A bunch of naff stock images aren’t going to engage people and reduce those indirect ranking factors.

Aside from this you also need to optimise your visual content so search engines can recognise them and also reduce the negative impact on performance. This starts by using the right format for images so make sure you understand the difference between JPEG, PNG and other images file types.

Hopefully, you’re well aware by now that Flash is a no-no and HTML5 video is the way to go. Here are some other things to consider:

  • Relevance is still important for videos
  • Engagement metrics like views, comments, shares, etc. have an impact
  • Metadata tells search engines what your video is about
  • Keywords are believed to also have an impact

With video content there’s always the question of hosting the video on your site or embedding via YouTube. While embedding YouTube videos can by boost engagement metrics (views, shares, etc.) you could be taking ranking points away from your page by hosting your video elsewhere. So, in the case of service pages, it’s probably best to create highly specific videos and host them on that service page only. This way all the SEO points go to that page and nowhere else.

In term of performance, speed is your biggest enemy with visual content. Optimise your images and videos to reduce file sizes as much as you can without hurting quality too much. Also think about content delivery networks (CDNs), web caching and optimise your code for the best possible speed.

Also, don’t underestimate the importance of your hosting provider/package when it comes to speed and performance.

Make your visual content discoverable

As mentioned earlier, even the best content is useless until search engines and people are able to find it at the key moment. This is more challenging with visual content because search engines can’t watch videos or see infographics, which means you need to give them a helping hand.

  • Avoid loading content with AJAX (Google still has trouble crawling this)
  • Create descriptive descriptions with relevant keywords
  • Optimise your titles and meta descriptions where possible (not every image can have a title, of course)
  • Consider transcriptions for your video content
  • Use descriptive captions
  • Avoid infographics with no written content (similar to transcriptions)

The key is to provide context with your visuals so search engines can understand the purpose they serve to users.

Write for users, optimise for search engines

We’ve already spoken about creating content that meets user needs, answers their questions and provides value. This is your priority for every page you publish. Write for users first and then optimise for search engines – once again, to make your pages discoverable and prove their relevance.

Here are the SEO essentials for on-page optimisation:

  • Descriptive titles in H1 tags, including your target keyword
  • Descriptive page URL with keyword included
  • Correct formatting with subheadings (in H2, H3 tags, etc.) including keywords if they’re relevant/useful
  • Meta data, Schema and rich snippets where relevant
  • Inbound and outbound links to/from other relevant pages on your site (internal linking)
  • Optimised visuals for performance and discoverability
  • Mobile optimisation
  • Fast loading times

There are a few things on that list that we haven’t covered in-depth yet so let’s go into some more detail about meta data, URLs and the remaining on-page essentials.

Writing effective meta data

Meta data is a subject that causes a lot of confusion because it has little-to-no impact on how search engines rank your pages. However, users still see much of this information on results pages, meaning it has a direct impact on how many people click-through to your site.

Optimising your title tags

The title tags determine what users see as the blue headline text of your search results. Here’s an example of what this looks like on a listing for Search Engine Watch:

image: http://cdn2.business2community.com/wp-content/uploads/2017/06/title-tags-sew.jpg

Google search result with title tag highlightedFor this page the HTML title will look like this:

<title>Title Tags Guide | Good & Bad Examples | Search Engine Watch</title>

This is a common formula for optimising title tags: Keyword #1 | Keyword #2 | Brand name. However, this approach is outdated now because it doesn’t provide the most descriptive title for users trying to find the most relevant result to their query.

Here are some best practices to keep in mind:

  • Be descriptive: Your priority with title tags is to accurately describe the content users will see on the other side. You want the highest number of clicks vs the lowest possible bounce rate – and this means compelling but accurate title tags.
  • Aim for queries, not keywords: Placing keywords in your title tags won’t help you rank higher but matching a user’s search query will tell them your page has what they’re looking for.
  • Include your brand name: Users are more likely to click results from brands they recognise so it’s still good practice to include your brand name in title tags.
  • Be mindful of length: Search engines tend to give you 50-60 characters (or 512 pixels more specifically) and everything after this will be cut off. Ideally, you want your full title to be visible but don’t obsess over this. Be mindful of length but focus on creating titles that will generate the most clicks.

Meta descriptions

Once again, meta descriptions have no impact on where you rank but they give users vital information about what your page contains. Much like your page titles, these only appear in search results, not your actual pages. Their role is simply to give users more information about what they can expect to gain from clicking on your listing.

image: http://cdn2.business2community.com/wp-content/uploads/2017/06/meta-desc-sew.jpg

Google search result with meta description highlightedIn the listing above, Search Engine Watch aims to get people clicking by matching the questions they have in mind within their meta description. It may not be the most readable of descriptions but it provides a lot of information about what users can expect to find on the page. They’ve also squeezed a number of potential queries into that description, which will show up in bold when users search for them.

This approach won’t be ideal for all meta descriptions but it’s a good example of the things you need to consider when creating your own:

  • Be descriptive
  • Include search queries
  • Make it readable
  • Get users excited about clicking through
  • Focus on the value your page has to offer
  • Aim for a maximum of 150-160 characters

Think of meta descriptions as a mini sales pitch about why people should click through to your site. Every page you create should have a clear, concise goal and this where you get to put this message across to searchers in a short sentence or two.

Create amazing URLs

The final key element in our trio of meta data essentials is your page URLs. The reason URLs were created in the first place was to provide users with a descriptive version of web addresses – otherwise we’d be typing in a bunch of IP addresses to access everything online.

image: http://cdn2.business2community.com/wp-content/uploads/2017/06/meta-url-sew.jpg

Google search result with URL highlightedThis is important because it basically tells you everything you need to know about URLs. Like the rest of your meta data, they should be descriptive for users – and this is something many brands have forgotten over the years.

Generally speaking, the shorter and more descriptive your URLs are, the better experience they provide for users. Here are some things to consider:

  • Cut out unnecessary words: Stay true to your page titles and/or headings with URLs but feel free to cut out unnecessary words.
  • Forget punctuation: There’s no place for question marks, commas or any other punctuation in URLs.
  • Stop words can be ok: Stop words (the, and, or, when, how, etc.) are generally considered unnecessary but it’s fine to use them if you think they make your URL more meaningful.
  • Use hyphens: Separate words in your URLs with hyphens (“-”) as these are considered more readable. Avoid underscores (“_”), spaces and any other special characters to separate words.
  • Target search queries: This one keeps coming up with every piece of meta data we look at – and for good reason.
  • Avoid dynamic parameters: These make URLs incredibly long and unreadable.

That last point is a tricky one, because many brands want to use dynamic parameters to track user journeys across their websites. The problem is they make a real mess of URLs and it’s not only search engine results pages where this can cause problems. Users are also left with a mess when they try to bookmark your page or if they try to remember the URL of your site/specific page.

Bringing it all together

A few years ago, the idea that content marketing was the new SEO became popular in the industry. This was largely due to Google’s Hummingbird update that put less emphasis on keywords and more on matching context between search queries and content. And, while it’s true content is the most important part of your SEO strategy, ignoring the more technical side of optimising your pages is a mistake – especially with loading times and other performance factors becoming increasingly influential in search rankings.

As businesses invest more time and money into creating content it would be a shame if your efforts fall short because your pages aren’t as discoverable as they could be. So pay attention to the smaller aspects of on-page optimisation best practices and give your content the best opportunity to make things happen.

Source: SEO Best Practices For Every Page On Your Site

29- Jun2017
Posted By: DPadmin
140 Views

Dumbing Down SEO: Basic Tips For The Organic Search Beginner

SEO Dashboard

Pixabay

SEO Dashboard

SEO is a complex topic that sounds simple, so let’s clarify what it means before we get into the meat of the issue. SEO stands for search engine optimization. Search engine optimization refers to how search engines determine which links are shown first to users.

This determination centers around certain factors in the case of the results stemming from an organic search (non-paid). That’s not all. The benefits and profitability of SEO are even increasing with respect to mobile platforms. SEO refers to the set of factors that determine the search ranking of your landing page and other links in relation to many factors.

Framing the issue is important before getting into the question of why SEO is so important in the first place. Most people intuitively understand that the higher their site’s landing page shows at the top of a search engine’s results page, the more traffic they will receive. In reality, the influence that search engines have over the results you see and the frequency at which search engines are used may surprise you.

The fact of the matter is that search engines generally dictate what gets shown and what doesn’t get shown. Nowadays, search engines appear to have taken on a referencing role based on website relevance in addition to a simple search function. Interestingly, search sites like Google act as both gateways and gatekeepers to the rest of the Internet.

Google controls seven out of every ten searches. Because of this, Google is a gateway that most people use to find other sites that they need. On the other hand, Google is also a gatekeeper based on how it organizes and ranks the links of various websites.

This article will go over five ranking factors used by Google to shed insight into the details of that ranking process. In other words, by reviewing the features of the gatekeeping process, we can implement more robust and effective SEO measures.

1. Provide Useful Content

The more accurate, helpful, and reputable your content is, the better SEO results you’ll get. Simple, right? In theory, good content leads to higher rankings. The problem here is that machines are sorting through and making judgments on what’s good or bad. So you’re really trying to hit a number of things that mimic or approximate good content in your SEO quest. Making small, impactful, and targeted changes is key to creating the type of content attractive to search engines.

2. Write Suitable and Attractive Anchor Text

What’s anchor text? It’s basically the blue underlined stuff that you click on when you browse the Internet that takes you to another related site. Essentially, the HTML code specifies a section of text and associates it with a link to create the hyperlink that we are all familiar with.

So how do you add a bit of flair to your anchor text beyond its depressingly default color of blue? Moz gives a number of suggestions, but in general you just want to want your anchor texts to be pithy, unique, simple, and relevant to the linked page.

3. Backlinks

Backlines are exactly what they sound like, but like all important SEO features on your site there are both good and excellent ways to use backlinks. The concept behind a backlink is incredibly simple. It refers to the sites that link to your site, or any other site. Let’s say the Wall Street Journal made a link to your website. That’s a backlink.

There’s a number of key things to do when considering backlink quality. These tips relate to making your backlinks more useful to site visitors. You can accomplish this by evaluating a site’s link relevancy through a number of factors like content and online tools. Focusing on real websites, or websites that experience a lot of traffic along with using authority sites will also boost your rankings.

4. Make Your Site Easier to Navigate

This one’s pretty easy to grasp too. Just don’t fill your site up with a much of unnecessary clutter. Clean simplicity is one of the reasons that Google was so successful as a search engine in its earlier stages. You want your site to get to the point. You want to capture your users and have them understand the purpose of your site within seconds. Finally, you’ll need to arrange buttons and widgets around a theme or style that appeals to the visitors for maximum ranking results.

Even Google itself thinks organization and navigation clarity are important in its SEO guide. It emphasizes things like the relationship between clean navigation and search engines and makes suggestions like planning your site around your homepage in order to make visitor browsing more convenient.

5. Consider RankBrain’s Algorithms

The significance of technology appears to have subtly increased to a great degree over the years. Google’s RankBrain is an example of an algorithm has been making waves on the issue of search traffic and rankings.

So how does Google do it? The larger category of technology is called artificial intelligence, coding computer to perform tasks that only humans normally handle. But with the arrival of a type of artificial learning called machine learning, RankBrain has certain elements that are capable of rewriting their own software to get better at ranking the most relevant sites.

The real impact of RankBrain manifests in its ability to interpret human meaning (in searches) to an extent: “RankBrain is designed to better understand the meaning behind the words a person uses and types into his or her search engine because 15% of queries per day had never been seen by Google” (Broadbent, 2017).

With the powerful machine learning technologies guiding SEO and the calculations behind the rankings of site relevance, focusing and studying up on the latest SEO trends across popular platforms has never been more important.

Source: Dumbing Down SEO: Basic Tips For The Organic Search Beginner

29- Jun2017
Posted By: DPadmin
137 Views

Don’t Be Fooled by These 9 SEO Lies

We love SEO. And we think it’s hugely important for succeeding in the modern business world. But we also know that there’s a lot of SEO misinformation out there. Sometimes it’s good information that’s old. Sometimes it’s misleading. And sometimes it’s an outright lie from an SEO “expert.”

We love SEO. And we think it’s hugely important for succeeding in the modern business world.

But there’s a lot of SEO misinformation out there. Sometimes it’s good information that’s old. Sometimes it’s misleading. And sometimes it’s an outright lie from an SEO “expert.”

These nine SEO lies might catch you, but don’t be fooled.

1. “I can guarantee you the No. 1 spot.”

This is a big one. Everyone wants to be ranked No. 1. Research has shown that the first link on a results page can get around 30 percent of the traffic for a given search, and that’s massive. Moving from No. 2 to No. 1 could mean a significant increase in visitors.

Similarly, getting onto the first page of Google results can mean a big improvement in how much traffic your site gets via search. The first page gets over 90 percent of clicks. Page two gets a dismal 5 percent.

So getting on the first page is crucial. And a No. 1 spot is extremely valuable.

However…

In their excitement to be ranked No. 1, many people will be taken in by this lie. The reason it’s a lie is simple: because no one can guarantee a No. 1 spot. There are millions of websites out there competing for billions of keywords. New websites are founded every day. Companies change their SEO strategies. Google changes its search algorithms.

There are just too many factors to be able to guarantee the first spot on a results page. Especially on short-tail keywords that have a huge amount of competition. A guarantee of improving your rankings? Sure, that’s fine.

A guarantee of the first page? Maybe. But if someone guarantees you the No. 1 spot, you should run the other way.

There’s a chance that they’re right, especially with long-tail keywords. But there’s also a chance that they’ll either be using black-hat techniques that will get you penalized or they’re overselling their services. Both of which you want to avoid.

2. “SEO is really complicated.”

You might be surprised that this is the second lie on our list. Why would our company exist, and why would a professional SEO be such a huge industry if it wasn’t highly complex? The answer is two-fold.

First, improving your search rankings is – at least in general – pretty simple. There are certain things that Google places a lot of weight on when it’s determining search rankings. Things like usefulness, backlink profile and authority.

Getting all of those things figured out and prioritized isn’t always easy. It takes a lot of experience to understand how to go about the process efficiently.

But if you focus on making your website as useful, easy-to-use and authoritative as possible, you’ve already done a lot of the hard work.

Second, effective SEO takes a lot of time. And not just over the course of a few months or a year. It needs a lot of work over the lifetime of your website. You need to keep track of constant updates, your own content, technical improvements, backlink outreach, your competition and a host of other things.

So as you might imagine, SEO is hard. It’s not super complicated (at least until you get into the extremely fine details), but it takes a lot of work. And if you don’t know how to best apportion your time and effort, you’ll end up wasting both.

That’s where a good SEO expert comes in. They’ll tell you where your efforts are going to get the most return, because they’ve done it before and they stay up on the latest trends.

In short, SEO isn’t complicated. But that doesn’t mean it’s easy.

3. “Social isn’t important for SEO.”

The role of social media in SEO is disputed. Back in 2014, Matt Cutts stated that social signals don’t factor into Google’s rankings. But many SEO experts maintain that those signals do, in fact, affect rankings. There’s been a lot of back and forth.

Let’s consider it from two angles.

Let’s say that social signals, like your follower count and social authority, don’t affect your SEO. If that’s the case, should you still be investing in social media marketing and spending time connecting to people on Twitter and Facebook?

Absolutely.

Why?

Because it’s not just the effect of links and shares that you’re after. It’s about people and sharing your content with the people who need it. The more people you can help out with the information you provide, the better your site will perform. People will share your content, link to your pages, revisit your site and turn into leads.

Okay, now let’s look at the other possible side of the coin: Let’s say that social signals and links do factor into the Google algorithms. In that case, it’s obvious that you should be spending time promoting your work on social networks.

Links, comments, follows, shares, and every other metric that you usually use to measure your social efficacy will then become directly related to SEO.

Either way, you win.

4. “Having tons of links improves your rank.”

Whether someone’s talking about inbound or outbound links, external or internal, this statement isn’t flat-out wrong, it’s misleading. The number of links you get to your page is important (which is why Brian Dean says that link building is the most important skill in SEO).

What’s more important, however, is where those links are coming from. A link from a high-authority site like Mashable, Moz, AdAge or Wired is going to be very valuable to your SEO efforts for that particular page.

Similarly, linking from your page to high-quality external websites will show Google that your page contains good information and help it figure out exactly what your page is about.

One link from a high-authority domain to your page could provide a big boost, whereas lots of links from low-quality sites might not do anything. In fact, it could even hurt your rankings.

If an SEO firm tells you that you need tons of links, be wary. They may engage in link buying or other nefarious means to get lots of links to your site. And that can result in penalties.

Having many links is good. But only if you have the right kind of links.

5. “It’s all about keywords.”

In the past, keywords were the main focus of SEO. You had to have the right keywords on the right pages, and that was about it. But search engines have become significantly more complex over the past decade or so.

Google now takes around 200 factors into account to determine rankings. And while keywords are still important, there’s a lot more that goes into it (though Search Engine Journal posits that four of those factors stand out above the rest).

Domain age, titles and H1 tags, semantically related keywords, page-loading speed, recency of updates, outbound links, reading level, bullets and lists and even the fact that you have a contact page may affect your rankings.

So while keywords will certainly be an important part of your SEO strategy, there are tons of other factors you need to take into account. And an SEO firm or consultant that’s up to date on how SEO works today will know that.

Be sure to ask about the different tactics that your SEO provider will use to help you improve your rankings. If they place a strong emphasis on keyword density, latent semantic indexing and other keyword-related practices, be a bit wary.

6. “You need a lot of content.”

Let’s get one thing straight right away: Having a lot of content is a good thing. And it will absolutely help your SEO. But it’s not the only way to use content to improve your search engine rankings.

Brian Dean at Backlinko, for example, has less than 40 blog posts on his site. But he’s one of the foremost SEO experts in the world, and his site is insanely popular. How is he able to get this much visibility and SEO with what amounts to a handful of posts?

By writing really great stuff.

Each of Dean’s posts is several thousand words long, contains extremely useful advice and is full of images that help make the content clear to the reader. They’re focused on topics that people want to read about, they’re highly actionable, and they’re very easy to read. Dean also writes in a style that makes it almost impossible to stop reading.

This type of valuable content has gotten Dean a tremendous number of backlinks, guest posts, social shares, comments and other things that boost his SEO.

There’s a key lesson here: Don’t write content to improve your SEO. Write content that’s going to help people. If you’re helping people solve their problems, you’re going to rank well.

It’s that simple.

7. “Our strategy is the best.”

This is only a half-lie. Your provider might believe that their approach to SEO is the best that there is. But this should make you a bit skeptical. First of all, search algorithms are changing constantly, and one of the best qualities an SEO provider can have is that they read a lot and adapt quickly.

Second, the best strategy for SEO largely depends on your industry. Some industries are amenable to Brian-Dean-style 5,000-word posts. Other industries are more interested in 500-word quick tips or company updates.

Your own customers might be more or less interested in a specific type of content, and your SEO provider needs to be open to that possibility as well.

And because there are so many different parts of successful SEO, it’s possible that one company may focus on one thing – link building, say –while a different company focuses on another, like keyword optimization or social.

Every company has a strategy, and most will likely have a slightly different focus from others. That doesn’t mean that one is better than another. It just means that they prioritize different methods of SEO.

Of course, providers are likely to think that their method is the best one. But if they’re brash about it and aren’t open to the possibility of adapting their tactics to your niche, you should be worried.

8. “You should be concerned about Google updates.”

SEO changes all the time. All of the major search engines update their algorithms on a regular basis, and this can have big effects on your rankings. Most updates are very small and we don’t even hear about them.

But some updates are significant and can put a big dent in your traffic (or, if your content is deemed good by the new standards, gives it a boost). If you see a big drop in your search traffic, you should probably take steps to rectify whatever you’ve been penalized for.

Usually, these penalties are from low-quality content. Lots of suspicious-looking links, too many ads, unhelpful articles and so on. In short, they’re things you probably shouldn’t have done in the first place. And you’ll need to take care of that.

But Google updates shouldn’t be a primary concern of your SEO. If you’re engaging in practices that could get you penalized by a future update, you’re doing it wrong. You should be focused on providing maximum value to your visitors, and that’s it.

If you do that, you won’t need to worry about updates, because that’s what Google has always put above everything else: content that’s informative, authoritative, and helpful to readers.

9. “SEO is all you need.”

It’s understandable that an SEO provider might feel this way. And yes, SEO is a big deal; it can make or break your site. But as I’ve mentioned a number of times before, useful content is the core of SEO. And if you’re providing value, you’re going to need a wider focus.

Again, this may depend on your niche. Many companies are able to provide a lot of value to their readers by establishing a solid social media presence. Others curate content in a newsletter. Still others create veritable knowledge databases on their blogs. The way you provide value to your readers will depend on your field.

And that means you’ll need to adapt both your SEO and online non-SEO activities. Maybe you need to focus on content creation. Or up your promotion game. You might need to focus on public relations, or social engagement, or even door-to-door sales.

Almost every business is going to need to use a wide range of tactics to get the customers and sales they need to survive in a competitive market. SEO should definitely be a part of that.

But don’t let anyone tell you that it’s the be-all-and-end-all of business success.

Source: Don’t Be Fooled by These 9 SEO Lies

29- Jun2017
Posted By: DPadmin
107 Views

Going Local for 2017: Local Search Engine Marketing Strategy

If you know anything about SEO marketing strategies, then you probably know that they’re incredibly fickle. Just as soon as one “best practices” article appears online telling you how to make the most of the latest update, there’s another algorithm ready to go in and mess everything up again.

There are many different strands of SEO to consider, and one that’s often under-estimated is local SEO. As the name might suggest, local SEO is all about appealing to customers in your general area. Perfect for small businesses and brick-and-mortar companies with an online presence, local SEO helps you pinpoint your customers when they need you most – for instance, when they’re searching for somewhere to go for dinner, or a nearby place to buy shoes. After all:

Across the globe, local competition in the digital sphere is heating up, and it’s crucial for businesses to learn how they can improve their search efforts if they want to get ahead of the game this year. Fortunately, there are plenty of ways to do this, from refining your content, to taking social media measures. In this article, we’ll be looking at some of the most-up-to-date, and timeless tips you can follow to enhance your Local SEO marketing strategy.

Tip 1: Your Title and Meta Description Tags are Still Important

Meta description and title tags are elements of HTML that can be customized to outline the content of a webpage. In other words, it’s like a mini-advertisement, a taster of what your consumer can expect when they click onto your page.

Not so long ago, Google increased the width of the primary search engine results area, which meant that description and title tags were able to get a little bit longer. However, keeping things short and simple is often the best way to go.

image: http://cdn2.business2community.com/wp-content/uploads/2017/06/pasted-image-0-8-600×294.png

Take advantage of the space that you have, but use it wisely. Make sure that you double-check to ensure that you’re hitting keywords, and that your titles aren’t getting cut off in the search results. If you’re not sure how your tags are going to look in action, you can use emulators like the Yoast SEO Plugin for extra help.

Tip 2: Use the Local Schema Markup

Local schema markups are basically structured pieces of data that inform search engines of what your business does, and where it does it. These markups are only used by around 31.3% of websites, but when accessed in your marketing strategy, they can be a great way to make your business stand out, and even ensure that you rank higher than your competitors.

Google wants you to make the most of schema markups because it helps their bots to crawl through your website and find out what you’re all about. That’s why they’ve introduced their very own “Structured Data Testing Tool” which will help you to pinpoint errors in your data.

image: http://cdn.business2community.com/wp-content/uploads/2017/06/pasted-image-0-1-1.png

Correctly using a schema markup can raise your local ranking by several positions -yet most businesses still don’t do it. That’s great news for you – since you can take advantage of the benefits other companies in your niche are missing out on.

Tip 3: Optimize “Google my Business”

Google estimates that around 4 in 5 consumers use search engines to conduct their local searches. However, despite this, many small businesses have never claimed a single listing online – which means they’re missing out on some serious opportunities for growth.

One of the most important listings you can organize today is your “Google my Business.” This listing influences search engine users, and some studies show that users who view a complete listing are 30% more likely to visit a store.

If you’re looking for SEO rankings, then it’s worth knowing that Google likes to keep things in-house. In other words, it prefers its own business listings when giving local results to users. Additionally, if you want to make sure that you show up for the most relevant search results in your niche, then you’ll need to optimize your listing, hopefully with a lot of great reviews.

image: http://cdn2.business2community.com/wp-content/uploads/2017/06/pasted-image-0-2-1.png

Source

 

Webcast, July 6th: Advanced SEO Site Auditing

Tip 4: Publish Plenty of Locally Optimized Content

When you need information, where do you go?

Once upon a time, the answer might have been “a phonebook”, or “a library”, but today, nine times out of ten, you’ll get your information from the internet. Businesses can boost their presence online by providing content that’s connected not only to their business and niche, but their local area too. For instance, it’s the difference between writing a blog called “How to Find Great Shoes”, and “How to Find Great Shoes in New York”.

Since search engines prefer fresh content, it’s a good idea to use your blog to post plenty of copy answering questions that people might have in your industry. Make sure to include your keywords in the title, tags, and headlines consistently, and organically. At the same time, you can expand your content marketing strategy efforts by sharing locally-optimized pieces on social media too.

image: http://cdn.business2community.com/wp-content/uploads/2017/06/pasted-image-0-3-1-600×398.png

Source

Tip 5: Build an Appropriate Link Strategy

Links that span outwards from your company’s website to other websites, and vice versa, are essential to your business marketing strategy. These links help to indicate the authority and credibility of your business to Google, so that it knows where it should rank you. Links are great, but if you try to game the system and fill your pages full of them, you’re just going to end up damaging your reputation in the long-run.

Instead, you need to focus on building strong, reputable links with local companies, brands, and communities. For instance:

  • You could share links on social media to stories from local publications that are relevant to your industry
  • Include links to your website in your email newsletters, and the updates you post for customers
  • Sponsor or host local events that allow you to link out to neighborhood businesses, or ask for guest-spots posting on their blogs

Perhaps the most important part of building an authentic link strategy is to make sure it’s authentic. Ensure you know exactly who you’re linking to, and that the people you connect with are relevant to your business. Also, make sure that you don’t venture out to third-party content providers who claim they can fill your content full of SEO-boosting links. Trust me when I say this could have a disastrous impact on your reputation.

image: http://cdn2.business2community.com/wp-content/uploads/2017/06/pasted-image-0-4-1-600×343.png

Source

Tip 6: Post more Customer Reviews Where They Matter Most

According to recent surveys, around 84% of people trust online reviews just as much as a personal recommendation. In other words, if someone isn’t sure whether they should buy your product, they’ll go elsewhere for advice on what to do.

Google has put a great deal of emphasis on customer reviews lately, showing snippets on the search engine results page with bright golden stars designed to draw attention to your business. Getting those reviews to show up in relation to your business is one of the best ways you can boost your business trust levels, and enhance click-through rates.

The best way to increase your chances of getting great reviews for your company is to offer incredible products or services, and simply ask your customers for what you need. Some people will be so impressed by your product that they’ll be happy to write a testimonial for you without any prompting, whereas others might need the promise of a future discount to get their fingers twitching.

Either way, by adding positive customer reviews to your local SEO marketing strategy, you’re giving people close to your business the information they need, when they need it most. If someone passes your store and wonders whether you’re trustworthy, or worth their money, then all they need to do is look at those golden stars.

Building Local SEO

Obviously, building your local presence is only one aspect of a killer marketing campaign, but it’s one of the best ways to combine your offline and online advertising efforts for more traffic and more customers. If you can give your customers the information they need to find your store, and then offer an incredible experience that links back to your brand, you’ll be on your way to a profit-generating reputation in no time.

Source: Going Local for 2017: Local Search Engine Marketing Strategy

29- Jun2017
Posted By: DPadmin
154 Views

3 Tips to Amplify Your PPC Marketing

 

ppc marketingPay-per-click advertising is just one aspect of the wide range of digital marketing tools available to you, but—in the right hands—it can certainly be one of the most powerful. Unfortunately, PPC marketing can also be one of the most expensive, especially if you make costly mistakes that impact your return on investment.

Because PPC is such a powerful tool, many want to jump right in and reap the benefits right away. Google makes starting an AdWords account super easy, which might lead users to believe that creating campaigns will be easy, too. Before you attempt pay-per-click advertising, there are a few things you should know.

The Bidding Process

Ensuring that your company shows up in Google searches requires knowledge of search engine optimization. Remember: your competitors already have AdWords accounts and have been bidding on the keywords associated with your business. If you want to beat them in the bidding war, you have to be thorough. Otherwise, you’ll end up paying top dollar for some keywords when others could bring similar results at a much lower price.

First, consider any trademarked words and phrases, as well as any other terms you’ve branded. You’re less likely to experience competition for these terms, but you’ll only receive traffic from searchers who are already familiar with your brand.

Next, consider industry-related terms. These are the words and phrases that you’ll compete the most for, so be creative. Long-tail searches are less likely to be bid on by competitors, and they’re also more likely to bring you buyers who are ready to convert. For instance, if you sell shoes, and someone searches for “red patent leather pumps,” that buyer already knows exactly what she’s looking for and probably has her credit card at the ready for when she finds what she needs.

Finally, bid on competitor keywords. This is where you’re likely to find some customers who weren’t already familiar with your brand, and then you can win them over with your unique selling proposition. This is a trickier process, so wait until you’re more familiar with PPC before you attempt it.

Webcast, July 6th: Advanced SEO Site Auditing

Investigate Sitelinks

You can set your PPC ads apart from competitors with this tool, which is just an easy-to-add extension for Google AdWords. This is a cost-efficient way to clarify and narrow down your ads for anyone who’s searching for the products you sell.

Let’s take a look at the red shoes search from earlier. A query through Google for “women’s red shoes” brings back two ads. The first, from ModCloth, shows four additional links at the bottom, giving the searcher the chance to further refine the search.

sitelinks exampleThis is Sitelinks at work.

A/B Test Your Campaigns

Not even the most seasoned PPC marketing experts can predict exactly what will catch a buyer’s eye. What works with one campaign could achieve dismal results with the next. This is because buyers’ needs change, and so do the trends.

To always get the best possible results, create two versions of your campaign. They should be identical except for one piece, such as the headline. Run those two ads at the same time for two weeks, and then examine which had better results. If headline B worked better, then use that headline and then change something else, such as the image used or the copy in the body of the ad.

You’ll never achieve perfections because, as we said earlier, buyers’ needs are always changing. What you can do is ensure that you’re always presenting the best possible option at that time to your buyers.


Source:
3 Tips to Amplify Your PPC Marketing

29- Jun2017
Posted By: DPadmin
138 Views

4 ways to improve SEO with schema and structured data

4 ways to improve SEO with schema and structured data

4 ways to improve SEO with schema and structured data

The Web is getting more complex, which means good SEO is getting harder and harder. While Google’s crawlers are getting more advanced, they’re still not perfect and sometimes have trouble deciphering information they discover on the Web.

This is where schema comes in.

Schema.org is a collaboration by the major search engines to create a consistent language that helps them understand entities and their relationship to one another. Structured data is one of the best ways for you to communicate important information about your website to Google.

At it’s essence, schema is code typically written in HTML or JSON (I prefer JSON) that helps Google better understand the data on your website. Google has attempted to incentivise the use of schema by displaying rich snippets for domains that use them. These rich snippets are essentially additional text or images that will result in a user being more likely to click on your result. No matter what industry you’re in, you can utilize website schema to help Google better understand your website’s information and improve your SEO.

Organization Schema

Official Documentation: https://schema.org/Organization

Even if you are brand new to the concepts of SEO and structured data as a whole, Organization schema is fairly straightforward and easy to wrap your head around. No matter what industry you belong to, as long as you are a business that sells products or services, Organization schema can be used on your website.

So what is Organization schema? Essentially, what this markup will do is signal to Google crucial information about your website. Within this structured data you can include business information such as your name, address, phone number and associated social profiles (Wikipedia, Facebook, Twitter, etc).

Organization schema can help your website in a number of ways. It can send clearer information about your business to Google. This is especially crucial for Local SEO where it’s important that your name, address and phone number are consistent across the Web. As well, Organization schema improves your chances of receiving a Knowledge Panel. Here it will be especially important to use same properties to associate your Wikipedia page and social profiles.

If you’re nervous about editing the HTML of your website, fear not! I would recommend using a schema generator to get started and then implementing it through Google Tag Manager.

Industry-Specific LocalBusiness Schema

Official Documentation: http://schema.org/LocalBusiness

For some industries, you can make your structured data a little more specific than the Organization schema above. Instead of simply telling Google: “I am a general organization with the following information”, you can give the search engines more detailed data on what your business does. So what kind of industries have LocalBusiness schema available to them?

Doctors? Check

Lawyers? Check

Insurance Agents? Check

Your local mechanic? Check

Whatever broad category defines your industry, try Googling “[Your Profession] Schema” and see if any results come back. If you find one that fits your business, you should use that in place of the Organization schema to be more specific.

Once again this will help Google get a better understanding of your business. As well, in the future, Google could very well offer some sort of rich snippet for your particular industry. If this occurs, you will be well set up for any algorithm changes that may occur.

BreadcrumbList Schema

Official Documentation: https://schema.org/BreadcrumbList

If you’re not using a breadcrumb on your website, I would recommend you consider doing so. Breadcrumbs can be a great way to improve the user experience of a website as they will allow users to navigate through the different page levels with little effort. As well, they can also improve the internal linking structure which is crucial for better distributing link equity throughout your site.

If you’re using a breadcrumb, great! Now it’s time to mark up it up with BreadcrumbList structured data. The BreadcrumbList schema will define each URL in the breadcrumb to Google. This can be beneficial because you can generate a clean looking breadcrumb rich snippet in the search results.

More importantly, you will be giving Google detailed information about the structure of your website. This may not have tremendous advantages if you manage a small ten page website. However, if you have a large eCommerce store, this is extremely useful information to pass along. Google’s crawlers often have a difficult time crawling these large websites and they can potentially spend a lot of time looking at pages they shouldn’t.

However, by implementing the BreadcrumbList schema, you will be giving Google clear information about the hierarchy of your website. This will give it better guidance on how to crawl and discover the pages on your domain. In my experience, if you can make Google’s job easier, this is likely to have a positive impact on rankings.

AggregateRating Schema

Official Documentation: http://schema.org/AggregateRating

Of all of the structured data on this list, AggregateRating schema probably has the most tangible results. If implemented correctly, this type of structured data rewards websites with bright yellow stars that appear in the search results. The final outcome is that search results that display these stars typically end up with higher click through rates. Higher click through rates obviously leads to more organic traffic.

Not surprisingly, this type of schema is extremely popular amongst eCommerce stores as specific product queries typically trigger results with review star rich snippets. For product-centric websites, implementing this type of schema is an absolute must as Google is either already displaying review stars for your target queries or could possibly show them in the future.

However, even if your website isn’t eCommerce, it could still be worth exploring the possibility of implementing AggregateRating schema. There are many examples where websites with non-physical products or services could benefit from this structured data. For instance, after performing a search for “laptop insurance” I can see that Google is displaying review star snippets for the query:

To find an example of review stars, I had to navigate all the way to the fourth page of the search results. None of the websites on the first page have these review stars displaying. This presents a good opportunity for the company to first implement AggregateRating schema on their landing page.

At the end of the day, schema is going to help take your SEO to the next level. As companies invest more and more into in-house and SEO agencies, it’s getting increasingly more difficult to compete in the limited real estate of the organic search results. Implementing good schema will help give your website an additional competitive advantage and can result in Google being more likely to rank your key landing pages.

Source: 4 ways to improve SEO with schema and structured data