Blog

14 Ways To Improve Your Search Ranking With Video

Posted by on Nov 14, 2019 in Greg's SEO Articles | Comments Off on 14 Ways To Improve Your Search Ranking With Video

Are you disappointed with your company’s search ranking? Have you tried a video strategy yet?

Nobody can deny that video is the king of content: a billion hours of video are watched on YouTube every single day. And YouTube is the second-largest search engine. With numbers like that, it stands to reason video content could help you improve your ranking.

But with 400 hours being uploaded to YouTube every minute, it’s easy for any one video to get buried in search. Be aware that not just any video will drive up your ranking. You need to create the perfect video for your audience and optimize it to rank high.

In this article I’ll teach you how I got the number-one spot on YouTube and some tips for your video to shine on search engines, helping to improve your ranking, as well.

How to Improve your Search Ranking with Video
1) Include Your Brand Identity
Your video is one key element of many that will build a sound brand identity. If that personality is unique, your brand will be recognizable for your prospective client. Ask yourself: Who would your brand be if it was a person? What would it sound like? Why is it different from other brands?

Watch this example to understand how to do it with an animated video:

2) Define Your Target Audience
One of the key steps for a successful video is to define your target audience.

Gender, age and location are basic demographics that you need to narrow down in order to develop a successful creative strategy. You could also think about psychographic data such as periods in the life cycle or social class.

Don’t forget to analyze seasonality and purchase behavior: Is there a time customers buy your products more than others?

If you build a well-thought-out profile, your video will deliver what they need.

3) Focus on Giving Solutions to Their Problems
What are your audience’s pain points? How can your brand help them to solve those problems?

An easy way to address your audience’s needs is to create a story in which somebody has an issue (your target audience) and your brand will be the hero who help them to sort it out.

Check out how you can achieve that by combining live action with animation:

4) Keep It Entertaining
You don’t need to use a formal tone to be taken seriously. Even if you have a B2B product you can entertain your audience with a hint of humor. Don’t forget that this can be applied to what you say and what you show.

Here you have an example:

What could be more serious than financial transactions? This video, however, uses animation to be dynamic and entertaining.

5) Bring Out Emotions
Don’t forget that emotions underline most of our purchase decisions. Apart from the product’s features, try to think about what kind of emotions it triggers. This could be a key element in your video.

How will your client feel while enjoying your product? Happy? Relieved? Powerful? Whether your video is 30 seconds or three minutes long, you need to tell a powerful story that includes a start, a development and an end.

That story should be driven by well-developed characters to whom your audience can relate. Emotions—no matter if it’s love, disgust or awe—make your video more shareable, which will have a drastic impact on your rankings.

Watch this short video in which a brand tells a short story about a family and their feelings when they enjoy their product.

6) Use the Power of Educational Videos
First, you need to know that Google’s algorithm prefers video content to answer certain kinds of search queries:

Tutorials (“Photoshop tutorial,” “How to paint a wall”)
Fitness (“Yoga class”)
Reviews (“New Galaxy S9”)
Funny videos (“Cute babies”)
Explainer videos (“How a business works”)
search-rankings-video-example
In general, people are visual learners, and they prefer a short explainer video to a long-form article. So they look for videos on a wide range of topics to help them solve everyday problems, whether that be learning a new skill, deciding which phone to buy or losing a few pounds.

When creating an explainer video, think about what problem you can solve for potential customers. Then think about how they would search for the answer to that problem online. Tailor your video to that search and your video should gain some serious organic traffic.

7) Hook Your Audience
Whatever length you choose, bear in mind that YouTube’s algorithm rewards audience retention. If people watch the whole video (or most of it) the platform assumes it provides useful information and quality entertainment.

Nothing is more important than hooking your audience from the beginning. The topic should be stated as soon and as clearly as possible but, don’t show all your cards too soon.

Ask questions that your viewer wants to know but don’t answer them immediately.

For example, this is how our relative audience retention graph looks for our video “What’s the best explainer video style?”:

search-rankings-video-audience
8) Engage Your Audience
Subscribing and liking are two of the most important metrics that YouTube values. Take advantage of YouTube Cards to encourage your audience to take any of those actions.

Comments also have great value when it comes to driving up your rankings. Have you tried to ask questions directly to your audience? You could even let them get involved with the creation of a new product, for example.

Check out this video to know how an outdoor gear company provides useful information to its target audience by teaching them camping recipes. In the end, they encourage the viewer to subscribe and watch related content with this image:

9) Make Sure Your Video’s Length Is Friendly
To establish the ideal length of a video is tricky because it depends on how complex the topic is. Some experts say “the shorter, the better.”

But in a recent analysis of 1.3 million YouTube videos, Backlinko found that longer videos significantly outperform shorter videos. According to the research, the average length of a first-page YouTube video is 14 minutes, 50 seconds.

search-rankings-video-length1
You should think about your particular needs to establish the perfect length for your video.

10) Optimize Your Video Using Strong Keywords
The first step to optimizing your video is to know what your potential clients are searching for. First, brainstorm words that are related to your business and your video topic. Think about the questions users would ask Google to find the information on your site.

For example, if you have a tutorial video on how to snake a drain (and you sell drain snakes), think about the things people would search for: “how to snake a drain,” “snaking a drain,” unclogging a drain,” etc. Those are your long-tail keywords. Keywords related to your business — drain snakes, plumbing, clogs — would be your short-tail keywords.

You can then research your keywords in a keyword planner tool like Google AdWords and compare how many search queries that set of words has had on average.

You’ll notice a lot of the short-tail keywords have hundreds of thousands of monthly search queries, meaning that a lot of companies will fight to rank for them. Your ultimate goal is to rank higher for those keywords, but that’s hard to do when you’re just starting out.

Instead, you should try for some more specific long-tail keywords that will be less competitive.

Let’s see an example:

Our company, Yum Yum Videos is an animated video production company and its keyword was “explainer video” which has huge competition:

search-rankings-video-keyword-high
To rank one of our videos on YouTube, we chose a long-tail keyword, “Explainer video styles,” which has a maximum of 1K average monthly searches:

The strategy is to start with a medium-competition keyword that’s easier to rank for and rank on the high-demand keyword in the long term. Following this strategy — and the other techniques that I explain in this article — it’s high in the Google ranks, being one of the first videos to appear.

search-rankings-video-google
11) Optimize Your Video on YouTube
YouTube looks at many features to understand what your video is about. Those features also grab your audience’s attention.

Title

Include your long-tail keyword toward the beginning of your title and be brief and clear about your content.

Video Description

Write a paragraph telling the viewer what your video is about. Use two or three keywords without repeating them too much. Add a link to your web page and your social media profiles. Remember, that’s why you‘re creating a video! You should also include the keyword-optimized video transcript like we did here:

search-ranking-video-yumyum
Tags

Use your keyword first and some variations of it later. You can also add tags about other topics that your video covers. Don’t be afraid to use the same tags as your competitors. That way, your video will be added to their suggested video sidebar.

You can see YouTube tags with apps like VidIQ. These are the ones we’ve chosen for our explainer video:

search-rankings-video-tags
Customized Thumbnails

When viewers see a list of YouTube results, they’ll click on the most engaging one. The percentage of people who click on your video is your click-through rate, or CTR, and YouTube’s algorithm pays close attention to that.

When a video is uploaded, you can choose a thumbnail from the three options that YouTube randomly generates, but those are probably not the best ones.

To boost your CTR, create attractive thumbnails that clearly state the topic of the video. For example, between these four options we chose the upper-left image for our video:

search-rankings-video-thumbnails
Captions and Text Overlays

Most users are mobile, and that means they probably won’t turn the sound on when watching a video. aIf they don’t understand the content, they will keep scrolling.

To prevent that, your video should be able to stand on its own without sound. Adding captions and overlaid text will help your audience understand the content even on silent mode.

12) Boost Your Video With YouTube Ads
Investing some money on YouTube Ads will give your video an initial boost and increase the chances your video will be liked and shared.

Once you get some traction, stop investing and see how your view rate grows organically. The more it grows organically, the more your brand gains credibility.

13) Increase Views by Embedding Externally
It’s very hard to make YouTube rank your video on the first pages from the start, that’s why viewers have to find it somewhere else first.

Embed your video anywhere you can: on social media, blogs, newsletters, etc. That will increase the views of your video. Eventually, YouTube will notice and start suggesting it.

On this graph based on our “What’s the best explainer video style?” video, you can see (in red) how in the first three months around 95 percent of our viewers came from external sources (outside YouTube).

Later, that number dropped to 35 percent and the rest (green and blue) comes from YouTube’s suggested videos and YouTube’s searches, getting 300 percent more views per day if we compare it with day one.

search-rankings-video-views
14) Embed Your Video on Your Webpage
When a video is displayed on a site, people tend to stay on the page longer to watch it. The longer people stay, the more trust Google will give your site and the higher it will rank.

That time will also allow your brand’s message to sink in. Your visitor will probably have a higher level of interaction, clicking on different pages, another positive signal for Google’s algorithm.

Conclusion
An engaging video can help you communicate your core message and values in a compelling way that will build up your brand reputation online and boost your rankings effectively.

Take your time to think about what is the absolute best video for your product, who is your target audience and what they need.

To prevent your video from getting buried in the results, don’t forget to use keywords strategically.

SEO Title Tags (The Meat and Potatoes)

Posted by on Nov 10, 2019 in Greg's SEO Articles | Comments Off on SEO Title Tags (The Meat and Potatoes)

Blog

Optimizing your title tags for SEO is simple:

Just throw your keyword in the title and you’re good to go, right?

Yes and no.

You could stop there and probably do pretty well (if you’ve done everything else right).

But the truth is:

There’s so much more you can do to optimize your title tags.

That’s what this guide is all about.

Make sure you read until the end because I’ll be sharing some title tag optimization tactics that will skyrocket your organic search CTR.

Let’s jump in.

What is a Title Tag?

As the name suggests, a HTML title tag is an element of your web page’s HTML code that indicates its title. It is often used to let both search engines and people know what the page’s content is all about.

You can only have one title tag per page. It will appear in your code as:

<head>
<title>Example of a Title Tag</title>
</head>

Most people will encounter your title tag in four places:

1. Web Browser Tabs

The title tag can be seen on your web browser when you open your page in a new tab.

This is especially helpful when a user has many tabs open and would like to go back to your content. Because of this, it’s important that your title tags are unique, easily recognizable. and can be immediately differentiated from other open tabs.

2. Browser Bookmarks

Browser bookmarks on Chrome show the website’s title by default. As you’ll notice below, the titles are usually truncated when it’s on the “Bookmarks Bar”.

However, you can see most of a page’s title if you’re using folders. This is a good reason why you should use short, but descriptive titles. More on this soon.

3. Shared Media on Social Media Platforms

You know those little previews on Facebook and Twitter when someone shares content on those platforms? Your title tag will show up there as well, letting people know what the page is about and what they can expect to find when they click on that link.

Some social networks will allow you to customize your title tag just for their platform. An enticing title tag helps draw in more visitors.

If you’re on WordPress, you can customize your OG data using Yoast and All-in-One SEO pack. You can also download download this OG plugin. It doesn’t require any set up and it will ensure that your “Featured Image” shows up when people share your content on social.

If you’re having issues with your Featured Image not showing, use the following:

Facebook’s Debugger tool (you can force Facebook to recrawl your page).
LinkedIn’s Post Inspector
Twitter’s Card Validator

4. In the SERPs (Search Engine Results Pages)

One of the most important places where your title will show is in Search Engine Results Pages (that includes Google, Bing, Yahoo, DuckDuckGo, etc).

The title tag shows up as a big, blue clickable link above a short meta description or summary.

This means that if someone found your web page by searching a term that is related to your business, this is your first chance to make a lasting impression and convince them to click on your website.

It’s very easy to add a title tag to your website, but writing an effective one takes time, research, and a little skill (that’s easily developed).

But first:

Why are Title Tags Important for SEO?

Some blogs will tell you that title tags are obsolete in 2018. This is misleading. While title tags may not play the same role in SEO as they did a decade ago, there are still many reasons not to neglect this low-effort, high-impact SEO action.

Here are the benefits of optimizing your title tags (the right way):

1. Keyword Rankings

Do you need to place your target keyword in the title tag to rank well in Google?

The short answer is “Yes”.

The longer answer is that it may not be as important as it once was.

Brian’s research found that having the keyword in the title tag does impact rankings, but it’s a small factor in comparison to other factors:

Image Source: Backlinko.com

Ahrefs also found that “there’s a slight correlation between the usage of keywords in the title tag and rankings.”

Image Source: Ahrefs.com

And finally, one last case study from Matthew Barby also indicated that “The presence of keywords in the page title” does correlate to higher rankings.

Image Source: MatthewBarby.com

Truth be told:

I’ve never attempted to rank pages without using the target keyword phrase in the title tag.

That’s because it wouldn’t make sense me to stop doing what’s working.

My recommendation will continue to be that you should place your target keyword in the title tag. Just keep in mind that it’s a small factor in the larger ranking equation.

2. SERP Click Through Rate (CTR)

Although there’s some debate about CTR being a ranking factor, there’s no denying that increasing your CTR will increase your organic search traffic.

And just to be clear:

The goal of SEO is to get more organic search traffic. When you change your mindset from “rankings” to “traffic” it changes the way you operate.

Optimizing your title tag for maximum CTR is an intelligent action to take.

I’ll explain some tactics you can use to achieve that goal in a second.

Side note: I lean towards CTR being a direct or least an indirect ranking factor. The way I look at is there’s no benefit of NOT optimizing for CTR. Even if it isn’t a ranking factor.

Ross Hudgens from Siege Media has an excellent video on this topic, worth a watch:

.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }

TL;DW: CTR may not be direct ranking factor, but it likely impacts rankings indirectly.

3. Social Sharing

Your page’s title is a focal point when it’s shared on social media. Does that mean you need to use clickbait titles like this?:

No, but you should think about why clickbait works.

The truth is clickbait is only annoying when the actual content doesn’t add real value.

4. Headlines Matter

What you place in your title tag is nothing more than a headline. You’ve probably heard the idea that only 8 out 10 Internet users will read past the headline.

Or that:

“Five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – Confessions of an Advertising Man (1963) by David Oglivy

The truth is:

If you’re reading this, then you’re in the minority.

In fact:

Most people only make it through around 17-20% of my content before returning back to watching cat videos.

But regardless, the copy you use within your title tag is the first touch point for readers.

You have to do it well or your engagement will be low.

Those are four important reasons why you need to optimize your title tag, but now I need to cover a few important questions:

Does Google Rewrite Titles?

If Google doesn’t think that your title is relevant, readable, or provides value to your site’s visitors, it can and will completely rewrite it – and often in ways that you won’t like.

In fact, here’s what Gary Illyes said:

“We will never quit rewriting titles. We’ve seen so many sites whose title really suck. A lot of sites have no title; a lot of sites have a title saying “Top Page”. In fact, Google almost always rewrites titles. We couldn’t provide useful results to our users if we quit rewriting titles. Experiments showed us users preferred written titles. So, we’ll continue to write titles.” – Gary Illyes (Source)

It’s pretty clear based on Gary’s words that Google’s algorithms will rewrite your titles (and isn’t planning on stopping anytime soon).

But what can you do to prevent it?

The #1 thing you can do is make sure that your title matches your page’s content/intent. If your title is “Buy Shoes”, but your page is all about “buying blue Nikes”, then Google will likely rewrite your title.

Your title should be a 100% match of the page content.

One other factor you need to consider is title tag length.

How Long Should Your Title be?

There are technically no character limits to your title tag, but search engines can only display so much of your title before cutting it off.

If your title is too long, Google will cut it off with an ellipsis (…), which could potentially prevent site visitors from seeing important information about the page.

According to Moz’s research, Google usually displays the first 50-60 characters (including spaces) of a title tag, but the more accurate limit would be 600px. This is because some characters (like M, W, etc.) take up more space than others.

Staying under 60 characters is a good rule of thumb, but you can also use many title tag preview tools like this one just to be sure.

If you’re on WordPress, Yoast and All-in-One SEO pack will do the job.

If you want to find titles tag that are too long at scale, then I recommend using Screaming Frog.

Open up Screaming Frog, enter your target domain, click on the “Page Titles” tab, and select “Over 65 Characters” from the filter:

You can click on each individual URL and preview what the title tag looks in the SERPs. Just click “SERP Snippet” at the bottom:

Can Your Title Tag and H1 be the Same?

The short answer is, yes. You should try to keep your H1 tag consistent with your title tag, but that doesn’t mean it has to be an exact match. For example, this page has a different title tag and H1 tag:

One method you can use is to vary your H1 from your title tag to rank for more long-tail keyword variations. I prefer keeping my H1 nearly identical to the title, but it’s elements to test for sure.

You can use Screaming Frog to find all titles that are the same as your H1 tags.

Open up Screaming Frog, enter your target domain, click on the “Page Titles” tab, and select “Same as H1” from the filter:

With some of those important title tag questions out of way, let me show you:

22 Easy Ways to Optimize Your Title Tags for SEO

Since we’ve already established that a good title tag is a low-effort way to optimize both your SERP ranking and your CTR, how exactly do you go about writing one?

Here are 22 ways to optimize your title tags for better rankings, CTR, and social sharing:

1. Focus on the Content First

That’s right. The first action you need to take is to make sure your SEO content is the highest quality possible. It doesn’t matter how well you optimize your title tag if the page itself is low-value.

Getting the click is important, but getting visitors to dwell longer, visit more than one page, or complete a goal is what the objective should be. That’s only possible if you’re crafting effective SEO content.

Don’t take this step lightly!

2. Identify the Page Type

How you craft your titles will depend on the page type. For example, optimizing a title tag for a product page will be much different than a blog post.

There are a few different types of SEO-driven pages that a website will have:

Homepages

If you decide to optimize your homepage for a target keyword, there’s a good chance it will have middle or bottom of the funnel intent. For example, Hubspot targets “inbound marketing software” with their homepage.

This keyword phrase has transactional intent so their homepage is structured to drive leads for their software (not educate).

Notice the effective use of a curiosity gap at the end of their title tag as well.

Category Pages

E-commerce websites are the most likely candidate to try to rank category pages. However, there are some information-driven websites where it makes sense.

For example, RTINGS have a beautifully-structured category page for the target keyword phrase “tv reviews”.

Although the keyword phrase “tv reviews” may lead to sale in the future, I still consider it to be top of the funnel intent. Or, informational in nature.

Notice that RTINGS front-loads their primary keyword phrase and use not one, but two modifiers (“Best” and “2018).

Product Pages

Many product pages will target a combination of Navigational/Transactional keyword phrases. For example, take a look at the keyword phrase “Nike trout 4 cleats”.

Someone searching this keyword is primed to buy, so the title tag needs to reflect that intent.

Local Pages

Keyword stuffing title tags seems to be a common practice on the local level. After digging around, I was able to find an interesting example for the keyword phrase “Los Angeles personal injury lawyer”.

Although I don’t love the idea of jamming “car accident lawyers” in the title, I do like a few things about this title. First, they’ve front-loaded their primary keyword. Second, they’re using numbers within their title, which makes it much more eye-grabbing.

Blog Posts

Crafting title tags for blog posts is the easiest to understand.

Your goal should be to make your title as accurate and interesting as possible. The following tips can drastically improve your blog post title performance.

Most blog posts are going to target keyword phrase with Informational intent, so you need to satisfy that.

3. Satisfy Searcher Intent

This applies to both your title and the page itself. The best way to satisfy searcher intent is to think about it from a funnel or buyer journey perspective.

There are four primary categories of searcher intent:

Informational – These are top of the funnel search queries such as “what is SEO”.
Comparison – These are middle of the funnel search queries such as “Ahrefs vs Moz”.
Transactional – These are bottom of the funnel search queries such as “Moz free trial”.
Navigational – These types of search queries are branded like “Gotch SEO”. This means the searcher already knows your brand or may already be a customer.

Most keyword phrases will fall under one or more of these categories.

Your title must satisfy the search intent behind keyword phrase you’re targeting. You do not want ambiguity. Make it as clear as possible for the searcher.

4. Front-Load Your Primary Keyword

If you approach crafting your title tags from a searcher intent perspective, it would make sense to have the keyword phrase front-and-center. If someone’s searching for “best baseball cleats”, they’re likely to click on a result that showcases that keyword right away.

Keep in mind that “front-loading” doesn’t mean that your keyword phrase needs to be first in the title tag. It just needs to be towards the beginning.

5. Write for Searchers, Not Search Engines

Yes, place your keyword in your title, but don’t do this:

“SEO Company | SEO Agency | Chicago SEO Company”

You wouldn’t believe how often we find this type of keyword stuffing in our SEO audits (check out our SEO audit service if you need help).

There a few reasons why you shouldn’t stuff keywords in your title tag:

It’s Not Necessary

Google’s algorithms are much more sophisticated than before. More specifically, Google’s Hummingbird algorithm is designed to understand content better.

That means it can identify synonyms and variations of your keywords. You don’t need to jam keyword variations into your title tag. Instead, you can place keyword variations or synonyms naturally throughout your copy and you’ll still perform well for them (given you did everything else right).

You Should Only Target One Primary Keyword Phrase Per Page

Although there are some exceptions to the rule (super authoritative websites), you should aim to target one primary keyword per page.

You’re Losing Precious Real Estate

Most keyword phrases aren’t persuasive in any way. When you stuff your title tag full of keywords, you’re losing the ability to add elements of effective copywriting and persuasion. I’ll be explaining some of these tactics in a second.

6. Use Shorter Titles

Matthew Barby’s research found that shorter titles tend to perform better in Google:

Image Source: MatthewBarby.com

Try to stay below 60 characters (including spaces).

If you’re struggling to keep it below 60 characters than you should try:

Avoid using all-caps in your title tag. Capital letters take up more space than lowercase letters.
Avoid using punctuation when necessary
Remove redundant or repetitive words
Use short phrases instead of long, complicated ones

7. Avoid Duplicating Page Titles

No two pages (that you want indexed in Google) should have the same title. The best way to find duplicate page titles is to use Screaming Frog SEO Spider.

Open up Screaming Frog SEO Spider, enter the target domain, and click on the “Page Titles” tab:

Then click the “Filter” dropdown and select “Duplicate”:

Sort the list by “Title 1”:

You only need to be concerned about duplicate title tags if your page is indexed. The new version of Screaming Frog makes this super easy with their new “Indexability” column.

8. Write Unique Titles for EVERY Page

Every page on your website should have a unique title. In fact, according to Google:

“Titles are critical to giving users a quick insight into the content of a result and why it’s relevant to their query. It’s often the primary piece of information used to decide which result to click on, so it’s important to use high-quality titles on your web pages.” – Google

The best way to find pages with missing titles is to once again, use Screaming Frog SEO Spider.

The steps are identical as above except you’ll select “Missing”:

9. Use Title Modifiers

If you dig through my content on Gotch SEO, you’ll discover that I love using title modifiers. I believe using title modifiers is one of the best ways to drive more long-tail traffic (without much effort).

I actually call this The Phantom Technique because many of these keyword variations are largely untapped.

Here’s a free video from my paid training course, Gotch SEO Academy explaining how to execute this tactic:

Like this training? Join Gotch SEO Academy today and save 20% when you use coupon code “titletag” at checkout.

With that said:

Some simple title modifiers you can use are “top”, “best”, or the year.

Important note: If it’s relevant to use a year in your title tag, make sure that your URL doesn’t include it. For example, I update my anchor text guide every year and change the year in the title tag, but the URL never changes.

That means I can continue to build the authority of that page because my URL isn’t changing every year.

10. Build a Keyword Variation List

I also build a keyword variation list every time I find a new primary keyword phrase to target. For example, my primary keyword phrase for my backlinks guide is “backlinks”.

But obviously my title couldn’t just be “Backlinks | Gotch SEO” because that’s A) boring and B) I would lose out on long-tail traffic.

Instead, I searched for relevant keyword variations I could naturally add to the title.

Ahrefs Keyword Explorer is perfect for this task.

Enter your primary keyword phrase, start the analysis, and then click on “Phrase Match”:

This section is a goldmine for finding keyword variations for your title.

You can also use UberSuggest and Keywords Everywhere to build your keyword variation list (both are free).

Although you won’t use 99.9% of these variations in your title tag, a large percentage of these keywords can dispersed throughout your page.

11. Emphasize Freshness

Do you know anyone that prefers old content? I don’t and that’s why emphasizing “freshness” in your title works really well.

One persuasion principle that I picked up from Frank Kern is that people love “new” things. In fact, something simply being “new” can be a big driving force.

Hence the reason why you’re more likely to buy a newer model car than a car from the 80s.

Another example if when you see a training course use “2.0” or “Revamped” in their headline. They’re emphasizing freshness.

Some ways to incorporate freshness into your title tags are to use the word “new”, “updated for YEAR”, “new data”, etc.

12. Use the H & W Strategy

The H & W strategy simple: Just use one of the following words in your title tag:  “How,” “What,” “Why,” “When,” “Where,” or “Who.”

How to {Create|Learn|Build|Use|Leverage|Increase|Get|Do}…

Example: How to Tie a Windsor Knot

Total Organic Keywords: 5,079
Total Linking Root Domains: 161
Total Social Shares: 819 (Buzzsumo)

What {are|is}?

Example: What Are Second Cousins vs. Cousins Once Removed

Total Organic Keywords: 2,600
Total Linking Root Domains: 59
Total Social Shares: 1.9 Million (Buzzsumo)

Why

Example: Why the Myers-Briggs Test is Meaningless

Total Organic Keywords: 2,500
Total Linking Root Domains: 77
Total Social Shares: 19,000 (Buzzsumo)

When

Example: 21 High-Protein Snacks To Eat When You’re Trying To Be Healthy

Total Organic Keywords: 1,800
Total Linking Root Domains: 32
Total Social Shares: 28,000 (Ahrefs)

Where

Example: The Complete Guide to Where to Put Your Eye Makeup

Total Organic Keywords: 5,200
Total Linking Root Domains: 33
Total Social Shares: 26,000 (Ahrefs)

13. Use Numbers

We’ve all been victim of consuming numbered listicles at one point or another. That’s because they’re super effective.

According to a study by Conductor, they found that 36% of respondents preferred headlines that included numbers:

Image Source: Moz.com

An example of an effective listicle post is “18 Unforgettable Countries Where You Can Roll Big on $50 a Day“. This example ranks for “cheapest countries to visit” (~3,600 searches/mo), has 45 linking root domains, and over 81,000 social shares.

Outside of the traditional listicle, you can also use monetary values such as: “Silicon Valley’s $400 Juicer May Be Feeling the Squeeze

Or, you can use percentages in title tags like this: “Nike’s online sales jumped 31% after company unveiled Kaepernick campaign“.

14. Use This Secret Title Tag Hack (Copywriters Hate It)

Ahh… yes, the classic clickbait headline.

I know I’ve fallen for many, but that’s because they work well! Mainly because they leave open loops in your mind and engage our natural human curiosity.

The trick here is to give readers a sneak peek into what they can find out by clicking on your link without giving too much away.

Employ as much tantalizing language as necessary; remember: you need to evoke surprise, amazement, or speak to a deeply-rooted fear. You can combine this technique with the other techniques above to create a truly click-worthy headline.

Example: 7 Unbelievable Exercises That Will Help Keep Your Nose In Shape

Total Organic Keywords: 3,500
Total Linking Root Domains: 17
Total Social Shares: 12,000 (Ahrefs)

Note: Use clickbait tactics few and far between because they can be annoying or unauthentic. Overuse could hurt your brand’s perceived value.

15. Be the Most Comprehensive

Fear of Missing Out (FOMO) applies in many different scenarios, but especially with knowledge gaps. People want assurance that they aren’t missing out on any important information.

That’s why {Complete|Ultimate|Definitive} guides work well.

Example: The Ultimate Guide To Brunching In NYC

Total Organic Keywords: 3,300
Total Linking Root Domains: 62
Total Social Shares: 48,000 (Ahrefs)

16. Emphasize Speed (or Time Savings)

One of the most powerful benefits to emphasize is saving time. Although this usually applies to products, it can be emphasized in title tags as well.

Use words like “fast”, “quick”, “simple”, etc.

Example: How to Get Rid of Stretch Marks Fast

Total Organic Keywords: 4,200
Total Linking Root Domains: 113
Total Social Shares: 160,000 (Ahrefs)

17. Break the Pattern

Pattern interrupts are common in video content, but there are ways to break the pattern in the SERPs as well. Some the best methods are use [brackets], {curly brackets}, (parentheses), equal signs (=), plus (+) or minus (-) signs, or pretty much any unordinary symbol.

You can also test using Emojis in title tags as well. Google doesn’t always show them though.

18. Use Title Tags to Find Keyword Cannibalization

Keyword cannibalization occurs when two or more pages on your website are optimized for the same keyword phrase. Auditing your title tags using Screaming Frog SEO Spider is actually one of the fastest ways to identify keyword cannibalization.

Open up SFSS, enter your target domain, click on the “Page Titles” tab, and keep the filter set to “All”:

You can then use SFSS’s built-in search function to find pages that are similar. In this example below, I searched “backlinks” and identified two pages using that primary keyword phrase.

In this case, it doesn’t make sense to consolidate these assets because the intent behind “how to build backlinks” vs “buy backlinks” are much different.

Identifying keyword cannibalization issues requires manual analysis, but it’s time well spent.

19. Test Your Titles

How do you know if your title will be effective? Well, the good news is that it doesn’t have to be a shot in the dark. I recommend using AM Institute’s tool to test and refine your titles before going live:

You can also use CoSchedule’s free headline analyzer tool as well.

20. Incorporate All the Methods

The good news is that you don’t need to be exclusive with what techniques you use. Mix and match the title tag optimization methods to get the best results possible.

21. Measure Performance with Google Search Console

Google Search Console shows you CTR data for your organic keywords. Just click on the “Performance” tab and you’ll access to all kinds of useful data:

Although your CTR is determined by more than just your title tag, it’s one of the most important factors. If you are ranking well, but your CTR is subpar, then you should test changing your title.

Here’s a simple title tag testing framework I use:

Create 10-20 title variations
Qualify the idea using AM Institutes tool
Execute the change
Annotate the change in Google Analytics
Wait (at least 3-4 weeks) – You need to give Google time to recrawl the page and see whether there’s a positive or negative impact.

The goal of these tests is to increase CTR.

Keep in mind: Navigational search queries (that aren’t your brand name) like “Blogspot” (I’ve been floating between the #2 – #5 spot) will have low CTR:

Changing your title tag won’t do much in this scenario because it’s based on intent.

On the other hand:

Navigational search queries that ARE for your brand (branded search) should have exceptionally CTR:

22. Be Realistic

All of these methods will help you optimize your title tags for peak SEO performance.

But don’t forget:

Placing your keyword in your title tag is a micro ranking factor.

Think of it as the bare minimum for ranking well.

That’s All for Title Tags!

I hope this guide helped you learn a thing (or two) about title tags.

If you got a lot of value out of this post please share it and drop a comment below because I respond to every single one

 

Ultimate guide to small business SEO

Posted by on Nov 7, 2019 in Greg's SEO Articles | Comments Off on Ultimate guide to small business SEO

SEO isn’t just for big business. As a small company or a local business, there is actually a lot you can do yourself to get good results from search. This ultimate guide for local and small business SEO will help you get the most out of search by finding your niche, optimizing your pages and using social media.

Way back in 2014 we promised you in our post on local SEO that we’d write more about local and small businesses. As local SEO is basically about optimizing for local search engine results, it’s fair to say that local SEO and small business SEO are closely-related, which is why we’ll cover both in this article.

We’ll discuss a variety of related topics in this article:

 

As long as Google’s local search result pages continue to grow and improve, we’ll never be done with this subject. But in the meantime, here’s our ultimate guide to local and small business SEO. Let’s start at the beginning of your SEO process.

Finding your niche

Determining your niche is vital for local or small businesses. When you know your niche, you can emphasize what makes your brand or products unique, therefore improving your chances to rank well for them. If you have a clear niche, you can compete locally with large national brands – despite their multi-million dollar advertising budgets.

Find out who your customers are and which words they use to describe your product or service because people will use the same terms to find your website. These terms can really help you optimize your local business SEO when you turn them into long-tail keywords and these keywords should be as specific as possible. Once you’ve done all of this, remember to regularly assess your niche as it evolves with the growth of your company.

Find your shop’s niche

Low budget branding

We have talked about this time and again: branding is very important for SEO. Branding means stuff like your logo and tagline. Do they represent your company without further explanation? What do your logo and tagline reveal about your values and your field of expertise? It’s all about recognition.

Read more: ‘Low budget branding tips for small businesses’ »

Here’s a tip for branding: share your expertise! You can do that in blog posts and on social media. We’ll talk more about this later on.

Start writing great content

Your small business SEO will get a significant boost from the right content. Too many small business owners just put their products and contact details on their website and leave it at that. But there is so much more to tell and share!

Focus on making an awesome first impression on your potential customer. Write about your business, your business goals, how great your products are and things like that. You could also discuss market developments or events that relate to your business. These are just a few tips for your local SEO content strategy.

When writing your content, be realistic about the chances of getting that content to rank in search. If you are in a highly competitive market, content works very well as a marketing tool and as input for social media, but it probably won’t get you that number one spot in Google, and that’s OK. Manage your expectations.

Picking the right keywords to optimize for is very important. Usually, it’s a good idea to pick mid-tail keywords, including the local area you are targeting. It really doesn’t matter if you add this content to your site as a page or blog post. Just make sure that you write about things that people want to talk about or things that make people talk about your business in a positive way.

Keep reading: ‘Improve your small business SEO today’ »

Share your content on social media

While you can actually sell your products on social media platforms, in most cases we recommend using social media for brand awareness or to lead potential customers to your website for a sale. Using social media as a small business is all about promoting your brand, your company, and your products to establish your image and to get the right traffic to your company website. When used in this way, social media can really help small business SEO.

I like to compare social media to a market where all the stall owners know each other and customers browse the products. At some point, someone will tell other visitors where to go to for a product: “The cheese over there is delicious”, “you should really check out the fruit over there”, that kind of thing. So make sure people start talking about you. And start talking about yourself online, to make others start talking to you on social platforms. Lastly, actively engage in social media conversations, to let people know you are listening.

Use Social Media to increase your sales

Local ranking factors that help your small business SEO

There are many things that influence your local rankings, but there is one very obvious one: your address details or NAP, which stands for Name, Address, Phone number. Be sure to add these in the correct formatting (in code), using schema.org details – our Local SEO plugin can help with that. Also, ask your web developer to look into AMP, as Joost says in this Ask Yoast article on AMP for small businesses. As well as this, it may help to add your city, and perhaps your state, in the title of your pages for easier recognition as well.

Also, if you want to start optimizing your website in order to rank better, but you are not sure where to start, you might want to have a look at our new, free SEO course for beginners!

Google My Business

Make sure you use the exact same NAP details on both your website and your Google My Business listing and include your website link to your listing too. This is the only way for Google to understand the relationship between them. Add these details – for example in your footer – and of course, on your contact page. Google My Business really is your friend if you want to rank in your specific geographical area, so get your details right!

Improve local SEO with Google My Business

Add ratings and reviews

Google My Business, like Facebook, allows others to leave a review of your company. If your company has a good rating, people will be more likely to click through to your website from either of these two platforms. Make sure you monitor and maintain these reviews.

If you get a negative review for any reason, react by responding and solving your customer’s problem. Then, once you have, ask them to change their review afterward. In other words, turn that dissatisfied customer into a brand ambassador!

It’s easy to make use of these reviews and ratings. If you need some tips, find out more in this article:

Read on: ‘Get local reviews and ratings’ »

Links from related small businesses

Social ‘proof’, like the ratings and reviews mentioned above, should be backed up with a few links from local directories, such as:

  1. Yelp
  2. SuperPages
  3. YP.com
  4. ReferLocal.com
  5. Bestoftheweb

You should get a listing on these sites, for the obvious reason that this means you also get a link to your website. If you can get some links from other related local websites in that directory, that will also help your site’s findability. Note that links from other local websites should be from sites that are in a related profession. It’s of no use to have your bakery website linked from an accountant’s website.

 

If your small business is closely related to other businesses that are not located in the same area, you should definitely also ask those businesses for a link. Google spiders the web link by link, so if your business is linked to from a website in the same field of business, that link is extra valuable to you.

Near me searches

When talking about local rankings, we also have to mention near me searches. These are searches and search suggestions that include words like “near me”, “closest”, “open” and “nearby”. Optimizing for these searches is similar to optimizing for local, but applies for global brands as well (“buy Lego near me”). So you’ll have to think outside the box – there’s probably more to optimize for. Google really focuses on search terms like these, as you can read here:

Is that a Possum near me?

In conclusion

As we’ve seen, there are many things you can do as a small business to improve your site and rank better. You should start by focusing on your niche and emphasizing your uniqueness. Think about how you present your brand: logos and taglines are important to give your customers an idea of who you are as a business.

You can increase your visibility by creating great content on your site, optimized for the most appropriate keywords. Also, it always helps if you are active on social media. There are several factors related to local SEO that help small businesses. Make sure Google My Business has the right details, keep track of your ratings and reviews, and try to get links from related small businesses. Finally, try to optimize for ‘near me’ searches.

Read more: ‘5 questions: Talking local SEO with David Mihm’ »

The post Ultimate guide to small business SEO appeared first on Yoast.

 

Facebook’s Panda Update

Posted by on Nov 4, 2019 in Greg's SEO Articles | Comments Off on Facebook’s Panda Update

So far this year publishers have lost 52% their Facebook distribution due to:

Instant Articles may have worked for an instant, but many publishers are likely where they were before they made the Faustian bargain, except they now have less control over their content distribution and advertising while having the higher cost structure of supporting another content format.

When Facebook announced their news feed update to fight off clickbait headlines, it sure sounded a lot like the equivalent of Google’s Panda update. Glenn Gabe is one of the sharpest guys in the SEO field who regularly publishes insightful content & doesn’t blindly shill for the various platform monopolies dominating the online publishing industry & he had the same view I did.

Further cementing the “this is Panda” view was an AdAge article quoting some Facebook-reliant publishers. Glad we have already shifted our ways. Nice to see them moving in the same direction we are. etc. … It felt like reading a Richard Rosenblatt quote in 2011 about Demand Media’s strong working relationship with Google or how right after Panda their aggregate traffic level was flat.

January 27, 2011

Peter Kafka: Do you think that Google post was directed at you in any way?

Richard Rosenblatt: It’s not directed at us in any way.

P K: they wrote this post, which talks about content farms, and even though you say they weren’t talking about you, it left a lot of people scratching their heads.

R R: Let’s just say that we know what they’re trying to do. … He’s talking about duplicate, non-original content. Every single piece of ours is original. … our relationship is synergistic, and it’s a great partnership.

May 9, 2011

Kara Swisher: What were you trying to communicate in the call, especially since investors seemed very focused on Panda?

R R: What I also wanted to show was that third-party data sources should not be relied on. We did get affected, for sure. But I was not just being optimistic, we wanted to use that to really understand what we can do better.

K S: Given Google’s shift in its algorithm, are you shifting your distribution, such as toward social and mobile?

R R: If you look at where trends are going, that’s where we are going to be.

K S: How are you changing the continued perception that Demand is a content farm?

R R: I don’t think anyone has defined what a content farm is and I am not sure what it means either. We obviously don’t think we are a content farm and I am not sure we can counter every impact if some people think we are.

A couple years later Richard Rosenblatt left the company.

Since the Google Panda update eHow has removed millions of articles from their site. As a company they remain unprofitable a half-decade later & keep seeing YoY media ad revenue declines in the 30% to 40% range.

Over-reliance on any platform allows that platform to kill you. And, in most cases, you are unlikely to be able to restore your former status until & unless you build influence via other traffic channels:

I think in general, media companies have lost sight of building relationships with their end users that will bring them in directly, as opposed to just posting links on social networks and hoping people will click. I think publishers that do that are shooting themselves in the foot. Media companies in general are way too focused on being where our readers are, as opposed to being so necessary to our readers that they will seek us out. – Jessica Lessin, founder of TheInformation

Recovering former status requires extra investment far above and beyond what led to the penalty. And if the core business model still has the same core problems there is no solution.

“I feel pretty confident about the algorithm on Suite 101.” – Matt Cutts

Some big news publishers are trying to leverage video equivalents of a Narrative Science or Automated Insights (from Wochit and Wibbitz) to embed thousands of autogenerated autoplay videos in their articles daily.

But is that a real long-term solution to turn the corner? Even if they see a short term pop in ad revenues by using some dumbed-down AI-enhanced low cost content, all that really does is teach people that they are a source of noise while increasing the number of web users who install ad blockers.

And the whole time penalized publishers try to recover the old position of glory, the platform monopolies are boosting their AI skills in the background while they eat the playing field.

The companies which run the primary ad networks can easily get around the ad blockers, but third party publishers can’t. As the monopoly platforms broadly defund ad-based publishing, they can put users “in control” while speaking about taking the principle-based approach:

“This isn’t motivated by inventory; it’s not an opportunity for Facebook from that perspective,” Mr. Bosworth said. “We’re doing it more for the principle of the thing. We want to help lead the discussion on this.” … Mr. Bosworth said Facebook hasn’t paid any ad-blocking software company to have its ads pass through their filters and that it doesn’t intend to.

Google recently worked out a deal with Wikimedia to actually cite the source of the content shown in the search results:

it hasn’t always been the easiest to see that the material came from Wikipedia while on mobile devices. At the Wikimedia Foundation, we’ve been working to change that.

While the various platforms ride the edge on what is considered reasonable disclosure, regulatory bodies crack down on individuals participating on those platforms unless they are far more transparent than the platforms are:

Users need to be clear when they’re getting paid to promote something, and hashtags like #ad, #sp, #sponsored –common forms of identification– are not always enough.

The whole “eating the playing field” is a trend which is vastly under-reported, largely because almost everyone engaged in the ecosystem needs to sell they have some growth strategy.

The reality is as the platform gets eaten it only gets harder to build a sustainable business. The mobile search interface is literally nothing but ads in most key categories. More ads. Larger ads. Nothing but ads.

And a bit of scrape after the ads to ensure the second or third screen still shows zero organic results.

And more scraping, across more categories.

What’s more, even large scaled companies in big money fields are struggling to monetize mobile users. On the most recent quarterly conference call TripAdvisor executives stated they monetize mobile users at about 30% the rate they monetize desktop or tablet users.

What happens when the big brand advertisers stop believing in the narrative of the value of precise user tracking?

We may soon find out:

P&G two years ago tried targeting ads for its Febreze air freshener at pet owners and households with large families. The brand found that sales stagnated during the effort, but rose when the campaign on Facebook and elsewhere was expanded last March to include anyone over 18.

P&G’s push to find broader reach with its advertising is also evident in the company’s recent increases in television spending. Toward the end of last year P&G began moving more money back into television, according to people familiar with the matter.

For mobile to work well you need to be a destination & a habit. But there is tiny screen space and navigational searches are also re-routed through Google hosted content (which will, of course, get monetized).

In fact, what would happen to an advertiser if they partnered with other advertisers to prevent brand bidding? Why that advertiser would get sued by the FTC for limiting user choice:

The bidding agreements harm consumers, according to the complaint, by restraining competition for, and distorting the prices of, advertising in relevant online auctions, by reducing the number of relevant, useful, truthful and non-misleading advertisements, by restraining competition among online sellers of contact lenses, and in some cases, by resulting in consumers paying higher retail prices for contact lenses.

If the above restraint of competition & market distortion is worth suing over, how exactly can Google make the mobile interface AMP exclusive without earning a similar lawsuit?

AMP content presented in the both sections will be “de-duplicated” in order to avoid redundancies, Google says. The move is significant in that AMP results will now take up an entire phone screen, based on the example Google shows in its pitch deck.

Are many publishers in a rush to support Google AMP after the bait-n-switch on Facebook Instant Articles?

Categories:

Blog

 

Local SEO Mistakes and How To Fix Them #SEMrushchat Recap

Posted by on Oct 31, 2019 in Greg's SEO Articles | Comments Off on Local SEO Mistakes and How To Fix Them #SEMrushchat Recap

82% of smartphone users are turning to search engines to identify local businesses, and this is just one reason why it is essential for businesses to nail their local SEO strategy to improve foot traffic that will eventually lead to sales. This post by Paul Paquin offers quick hacks to win at local SEO, but if your site still doesn’t rank, then you may be making mistakes that need to be corrected.

To get expert insights on this topic we invited a special guest, Greg Gifford, to join us in our latest #SEMrushchat. Greg is a pro at local SEO and has assisted more than 2,000 businesses across the US and Canada to improve their sales. Greg, along with our chat participants, shared some great insights with our community on the usual mistakes with local SEO and how to rectify them. Here is what they had to say:

Q1. What is the biggest mistake you see all the time with local SEO?

With local SEO, it is not just enough to do it – it is important that you do it right! For instance, having reviews about your company on Google gives you a huge local SEO boost, but, if your reviews are fake, this mistake can cost you when you get caught.

Blog
SEMrush

@semrush

Q1. What is the biggest mistake that you see all the time in Local SEO?

Blog
Blog
Kim Doughturkey Blog@Howdy_Doughty

A1. Clients who make fake reviews for their own business. Blog

See Kim Doughturkey Blog‘s other Tweets

Our chat participants also discussed certain mistakes that, according to them, are absolutely unacceptable. Check to see if your business is guilty of any of them:

Content Related Issues

The content you put on your website for local SEO can sabotage your rankings or reduce your store visits if it has these three major flaws:

1. Content that isn’t geo-specific – Nearly 2/3 of smartphone users are more likely to buy from stores that customize information to their location. So, ensuring that your content is geo-specific is extremely important.

2. Location keyword stuffing – Inserting a city or pin code in the header or footer is easily picked up by Google’s algorithm. It is now more likely to get you a penalty than a boost in ranking. It is also important to remember that the location-specific keywords you target should not include areas you don’t serve.

Blog
Tim Capper@GuideTwit

A1. Targeting cities that you literally dont and cant serve.

See Tim Capper’s other Tweets

3. Poor quality or unhelpful content – 7 out of 10 customers visit a business or make a purchase based on the information that they find online. If they do not find your content helpful, they probably won’t buy from you either.

Blog
Greg Gifford

@GregGifford

Q1. For me, it’s seeing location-keyword stuffed content. And crap content. Never REALLY good useful/relevant localized content

See Greg Gifford’s other Tweets

Inconsistent NAP (Name, Address, Phone Number)

Having your contact details searchable in the SERPs is essential, as most of us know. For local businesses, however, it is even more important to have the same contact information across all directories and platforms. Citations are considered to be one of the most important signals to Google; it shows that your business is authentic and that you are providing accurate information to your users. Inconsistent listings confuse users and search engines, and therefore, trust is lost.

Blog
Simon Cox@simoncox

A1 Inconsistent NAP – Name Address Phone number across all media.

See Simon Cox’s other Tweets
Blog
Heather Harvey@Fizzle_Up

A1: I think a lot of people will agree on inconsistent information (including NAP etc.) across different platforms/ listings. And does anyone ever have the logins to be able to access & update the stuff – NO!!

See Heather Harvey’s other Tweets

Not Using Your Location in Keywords at All

As stated earlier, you shouldn’t be keyword stuffing with cities all around you, but that doesn’t mean you shouldn’t use your location in your keywords. Customers are more likely to visit stores near them than those that are farther off. So, just including your location on your website may not be enough. Instead, optimize for keywords like ‘Florists in Trevose’ rather than just ‘Florists.’

Blog
David Gossage@dgossage1983

A1. Having a generic 500 word block of text about the location with the odd smattering of the word “plumber” https://twitter.com/semrush/status/996768734843953152 

SEMrush

@semrush

Q1. What is the biggest mistake that you see all the time in Local SEO? #semrushchat

Blog
See David Gossage’s other Tweets

Not Claiming Google My Business (GMB)

“While most local SEO pros think claiming a GMB listing is an important step in their SEO strategy, a surprising 56% of local retailers have yet to claim their Google my business listing, according to Brandmuscle’s State of Local Marketing report. This is a serious oversight in the local SEO efforts.

Not Using Structured Data Effectively

Using schema markup communicates to the search engines where your office is located, which then allows the SERPs to serve the most relevant content to your users. This is especially important for multi-location businesses with a single website, since results will be based on structured data, as opposed to websites.

Blog
Bill Slawski Blog@bill_slawski

A1 Biggest Mistake seen in is not using Structured Data effectively or correctly

See Bill Slawski Blog‘s other Tweets
Blog
Danny Ray Lima@dannyraylima

A1: The biggest mistake is not using schema markup for location citations and entities

See Danny Ray Lima’s other Tweets

Not Tracking Attribution and Not Optimizing

Taking advantage of ways to track attribution to find out where your customers come from, and why, will help you to optimize your site’s content. This will also give you great insights on your customer’s search behavior, thus helping you to identify top performing channels.

Blog
CallRail@CallRail

A1: Not taking advantage of ways to track attribution–it’s just as important for local businesses and the agencies who serve them as it is for the big guys. Figure out where your leads are coming from + optimize those channels.

See CallRail’s other Tweets

Blog@greggifford said that DealerOn has started using Google Posts for car dealers and has gotten a ton of visibility and click-throughs to their sites, but only if they are done right, like this example that he shared:

Blog

Blog
Bill Slawski Blog@bill_slawski

A2 Specials or Events seem like ways to capture people’s attention with Google Posts

See Bill Slawski Blog‘s other Tweets

Blog
Kim Doughturkey Blog@Howdy_Doughty

A2. We aren’t using Google Posts currently, but in my previous job I dabbled with it. Specials and events were the most successful use cases, like others have mentioned.

See Kim Doughturkey Blog‘s other Tweets

Similarly, in the hospitality industry and co-working spaces, Google Posts can be used to promote different offices, tours, and events for greater visibility.

Blog
Marccx Media@marccxmedia

A2: We’ve helped a hospitality/co-working client use Google Posts to promote their offices, tours, and events. Another hospitality client uses them for their restaurants (food, events, etc.). Great visibility, but middling interaction.

See Marccx Media’s other Tweets

Blog@Ashok83 stated, remember to keep your posts short and to the point.

Q3. Q&A is a minefield that most businesses don’t even know about – what should business owners and marketers know about Q&A and how to use it?

The minute you have a GMB listing, your business automatically has a Q&A section that displays on Google Maps. This feature allows anyone to ask and respond to questions in regards to your business. Unfortunately, not many businesses are aware of this feature and even fewer bother to check it regularly.

Blog
Greg Gifford

@GregGifford

A3 – OMG, Y’ALL – it’s SO BAD out there… business owners should be checking Q&A daily (but really, shouldn’t they be checking their listing daily anyway?)

See Greg Gifford’s other Tweets
Blog
Simon Cox@simoncox

A3 Own Q and A – make checking it someones responsibility and don’t skimp – it is a front line interaction with customers. Can damage brand if you are not careful. Anyone remember Exxon – I’m sure it was Q and A that did for them. Probably

See Simon Cox’s other Tweets

Here are few reasons why you shouldn’t ignore Q&A and how it can be used to help your business:

It Can Help to Build Your Brand Reputation Online

Q&A is a great opportunity to build and maintain your business’s brand reputation. Make sure you check your listings every day and respond to questions quickly and politely.

Blog
Express Writers | Your Content Writing Team@ExpWriters

A3: It’s worth checking regularly. You don’t want questions from people going unanswered.

Respond swiftly and politely!

See Express Writers | Your Content Writing Team’s other Tweets

How you respond to these questions can help many future customers make their buying decision. Since the questions are ranked from most recent to older, time is of the essence when you respond.

Blog
Danny Ray Lima@dannyraylima

A3: Businesses need to treat Q&As like reviews, these can play a major influence in a perspective client’s decision process. Since Questions are ranked from most to least recent, always try to answer the most recent questions in a timely manner.

See Danny Ray Lima’s other Tweets
Blog
Heather Harvey@Fizzle_Up

A3: Remember to read & respond accordingly! Put some thought into it as potential clients read this stuff. It’s more valuable than a lot of people realise.

See Heather Harvey’s other Tweets

It Can Help You Control the Conversation

Remember, anyone can post questions on the Q&A section, including you as a business owner. So, if you understand your target audience well, you can control the conversation by posting questions that you think are relevant.

Blog
Greg Gifford

@GregGifford

A3 – also, business owners need to know that they can ask their own questions, then answer them – people are reading this BEFORE they get to the site… control the conversation!

See Greg Gifford’s other Tweets

It Can Help You Discover New Content Opportunities

The kind of questions asked can highlight new opportunities for you to write specific content based on the answers to these specific queries. Jim Fuhs – @FuhsionMktg also mentioned that businesses using chatbots can also incorporate these questions for FAQs.

Blog
Greg Gifford

@GregGifford

A3 we’ve also had a lot of success using the questions asked in Q&A to figure out what sort of content needs to be added to the website (HUGE opportunity here)

See Greg Gifford’s other Tweets

 You Can Use It As An Engagement Channel

By simply making your customers aware of the Q&A section and encouraging them to post questions there, you have a new place to interact and engage with your customers. If you have a set strategy in place for certain questions, you can easily improve the quality of questions and the engagement.

Blog
Joshua Delbert Hermreck@thisisdelbert

A3: Make your clients aware of the Q&A section. Discuss strategy for certain question types (silos) and respond as the owner when relevant! If you know a Local Guide those answers might be useful too Blog

See Joshua Delbert Hermreck’s other Tweets
Blog
SEMrush

@semrush

Q3. Q&A is a minefield that most businesses don’t even know about – what should business owners and marketers know about Q&A and how to use it?

Blog
Blog
Carolyn Lyden@CarolynLyden

A3: Make sure to check it regularly. Answer all questions POSITIVELY and honestly and transparently (don’t go in and pretend to be someone you’re not). And just accept that ppl will probably use it to leave reviews bc ppl are … human.

Blog

See Carolyn Lyden’s other Tweets

They Can Help You Identify Misplaced User-Reviews

If you don’t make checking your Q&A section regularly a thing, you can run the risk of missing out on reviews that a less-than-savvy user has posted.

Blog
Greg Gifford

@GregGifford

A3. The worst part is when less-than-savvy users leave reviews in the Q&A section and dealers have no idea they’re there…

See Greg Gifford’s other Tweets

Blog

Blog
Simon Cox@simoncox

A4 Setting expectations to clients, especially if they have tried to some of this themselves, is possibly the hardest part of Local SEO. Diplomacy is the key word. But give them other solutions they can work with.

See Simon Cox’s other Tweets

Blog
Heather Harvey@Fizzle_Up

A4: I had to do this in a meeting earlier today. It’s not easy but you have to break it down into a context the client will understand e.g. they wouldn’t be put in the phone book for the metro area so why would they show up in that area listing online?

See Heather Harvey’s other Tweets

And, they have had to explain that, due to Google updates, many hacks that have worked in the past simply will not anymore:

Blog
Greg Gifford

@GregGifford

A4 – this is a really tough one. You have to really be good at explaining that Google has made updates, and what you could do 3 years ago won’t work anymore.

Blog

See Greg Gifford’s other Tweets
Blog
Danny Ray Lima@dannyraylima

A4: This is tough, but I always felt the need to educate clients on new updates. You can tackle this issue in a few ways; blog posts, client newsletter, or a simple Local SEO packet your agency develops to give out to new and prospective clients.

See Danny Ray Lima’s other Tweets

However, the popular consensus was that it was easier to explain using an example, similar to this one from James Scroggie – @seoscroggie:

Blog
James Scroggie@seoscroggie

A4/1: I would try and make it simple for them. If you were ordering lunch, and the sandwich shop would only deliver within a 2 mile radius, why would you want to see sandwich shops over 5 miles away?

See James Scroggie’s other Tweets
Blog
Greg Gifford

@GregGifford

A4 – we use the “pizza delivery” example to help here – have people Google those 2 words at work, and then explain that the EXACT same search at home brings up 100% different results. Easy way to demonstrate proximity factor

See Greg Gifford’s other Tweets
Blog
Geeky Fox@TechKitsune

A4: Yeesh, well, I liked @GregGifford answer about pizza. I think that is a great example of a way to let a client know about mapping in Google as simplistically as possible.

See Geeky Fox’s other Tweets

Another tip was to have your clients try out the service results for GMB in a particular area. This can help them to understand that distance is an important factor when it comes to purchase decisions or store visits. Therefore, targeting people who are more likely to buy from them (or use their services), due to proximity, will eventually work better for the business.

Blog
Bill Slawski Blog@bill_slawski

A4 Explain how distance is an important aspect of ranking in Local Results, and that the most success will come from targeting people who might visit them in person (those suburbs are filled with people!)

See Bill Slawski Blog‘s other Tweets
Blog
Netvantage Marketing@netvantage

A4: That’s tough! We always recommend using service areas for GMB if they are in the suburbs. Doing that sometimes helps them understand.

See Netvantage Marketing’s other Tweets
Blog
Greg Gifford

@GregGifford

A4 – we also point out that it’s important to “own your own back yard” first – many times, the businesses asking for this don’t even show up well in their own town. They have to get the foundation right first.

See Greg Gifford’s other Tweets
Blog
SEMrush

@semrush

Q4. Clients in the suburbs think they should show up in the map pack for the metro, but marketers know it’s not possible – how do you educate your clients so they don’t have misaligned expectations?

Blog
Blog
Carolyn Lyden@CarolynLyden

A4: Try to explain service areas and zip codes. If you wanna show up for the city, move to the city. People (aka leads) live in suburbs too. So don’t forget those potential leads and customers just bc it looks like there’s more grass on the other side of the fence.

Blog

See Carolyn Lyden’s other Tweets
Blog
Marccx Media@marccxmedia

A4: “You’re outside of the search radius in question. We can get you to rank in the map pack locally in the suburbs, though, and increase awareness of your suburban location within the metro area.”

See Marccx Media’s other Tweets

Blogimportant to highlight in monthly reports, others argued that more important metrics should be reported. Others stated that their report will completely depend upon their client’s requirements and/or their business objectives.

Here are some examples of what you could include in your monthly reports:

  • A list of localized rankings for specific target keywords, including rankings for the keyword/location and a month over month change in the ranking.
Blog
Netvantage Marketing@netvantage

A5: Absolutely! We use the tool @UnamoHQ to track keywords rankings and GMB listings. We show how the keyword changed in ranking from month-to-month in a report.

See Netvantage Marketing’s other Tweets
Blog
SEMrush

@semrush

Q5. in Local SEO, keyword rankings are drastically impacted by location and proximity – do you include ranking data in your monthly reports, and if so, how do you do it?

Blog
Blog
Sam Charles BlogBlog@SamCharlesUK

A5 My *lovely* ranking software exports the list of terms we’re targeting, where they appear in search and where they rank locally in brackets i.e. 5 (3). I provide a mini local report too with more details, if it’s a high priority for them

See Sam Charles BlogBlog‘s other Tweets
  • Landing pages, top traffic sources, and entry sources.
Blog
Danny Ray Lima@dannyraylima

A5: No, you shouldn’t make keyword ranking a priority in Local SEO, focus on top traffic sources, top landing pages and entry pages. You can use a search term report to build out a content bucket list, but keyword ranking should not be a priority IMO

See Danny Ray Lima’s other Tweets
  • CPL (Cost Per Lead) from paid channels and the number of incoming calls from GMB metrics can make great supporting numbers to show the impact of your Local SEO efforts.
  • Identify new keyword opportunities in the Google Search Console and track it back to GMB posts.
    Blog
    Danny Ray Lima@dannyraylima

    A5: No, you shouldn’t make keyword ranking a priority in Local SEO, focus on top traffic sources, top landing pages and entry pages. You can use a search term report to build out a content bucket list, but keyword ranking should not be a priority IMO

    See Danny Ray Lima’s other Tweets

Keep in mind, despite what your reports show, when it comes to local businesses, foot traffic and final sales are ultimately what matters the most.

Blog
Simon Cox@simoncox

A5 Yes but footfall in the shops and till takings is ultimately what counts and I have received great feedback about both when we have optimised for local.

See Simon Cox’s other Tweets
Blog
Greg Gifford

@GregGifford

a5 – plus, think about why clients pay us…

They don’t pay us to get them to rank better.

They pay us to get them more traffic and more leads.

Ranking reports don’t show anything about that objective…

16 people are talking about this

This is why many of our chat participants prefer to leave local SEO keywords out of their reports. However, here are some pointers to keep in mind for keyword ranking, if you do choose to report on it:

  • Ranking #1 or #8 does not matter as long as you are getting relevant traffic to your site and people into your store.
    Blog
    James Leisy@theJimmyB0b

    A5: I’ve never liked including ranking data for clients. It doesn’t matter if you’re ranking #1 or #8, as long as you’re getting relevant traffic that is converting on your site. Especially for local since proximity is such a huge factor.

    See James Leisy’s other Tweets

    Ranking may not always correspond with organic traffic or leads. In fact, you can get great results with local SEO and increase your site traffic, even if a target keyword has dropped in rank.

    Blog
    Greg Gifford

    @GregGifford

    a5 – plus, you can have a ridiculously awesome report… 50% increase in organic traffic, 100% increase in organic leads… but the client will freak out if they see a keyword dropped 5 positions

    See Greg Gifford’s other Tweets
  • Ranking varies from device to device, even in the same location. So, the ranking report may not actually paint an accurate picture.
    Blog
    Greg Gifford

    @GregGifford

    a5 – someone mentioned earlier that a computer and a phone in the same room often shows different SERPs – so a client-facing ranking report doesn’t really paint a true picture

    See Greg Gifford’s other Tweets
    Blog
    Greg Gifford

    @GregGifford

    a5 – rank tracking just doesn’t work accurately in Local.

    We monitor it internally, but sharing it on a report doesn’t really mean anything

    See Greg Gifford’s other Tweets

So, if your client wants you to show keyword rankings in your reports, go ahead and include it in your report. But, you can explain to them that, in the long run, building more local authority and optimizing your business listings are a better use of your time.

Blog
SEMrush

@semrush

Q5. in Local SEO, keyword rankings are drastically impacted by location and proximity – do you include ranking data in your monthly reports, and if so, how do you do it?

Blog
Blog
Sean Bucher@spbucher

A5: It depends on the client and their objectives. I think showing results of opitmzing a listing and building authority over time warrant more attention. GMB’s API allows for 16 month lookback on location data, so you can show growth YoY in calls, clicks, etc.

See Sean Bucher’s other Tweets

Bloghttps://www.semrush.com/blog/local-seo-mistakes-and-how-to-fix-them-semrushchat-recap/

Getting listed: how to generate more traffic and mentions

Posted by on Oct 28, 2019 in Greg's SEO Articles | Comments Off on Getting listed: how to generate more traffic and mentions

Directory submission is a tactic that has evolved dramatically since it first became known. Firstly, it is no longer referred to as a directory submission, simply because the term has received some negativity over the years.

Secondly, the goals have changed: we no longer focus on link acquisition. When you come to think of it, the whole link-building strategy has undergone the same evolution: it has become more integrated, meaning that we now pursue non-link-building tactics while still hoping to get some links anyway.

Some of the non-link-building benefits of getting listed that may still result in links include:

  • Proactive reputation management (i.e. making sure your business name is mentioned a lot across the web)
  • Discoverability (i.e. making sure your business is there when people use the directory search to find what they need). This comes with traffic and leads, which is always nice.

Getting listed: the opportunities

If you think directories are dead, think again: there are plenty of new and old directories out there that can send you traffic and leads. Here are just a few categories to look into.

SaaS and B2B directories

Business directories

These come in several types and forms. Some are more traditional (free but with the option of charging you once for premium review):

While others charge you a monthly/yearly fee:

Local directories

These deserve a separate article (which you can find here). Apart from the ability to send local traffic (from people trying to discover a local service), they are also quite useful for so-called local citation building – in other words, they help search engines associate you with important locations.

Getting listed: the smart way

There are many more useful directories out there that can still drive sales, but choose wisely; in many cases, it’s an investment of some sort. In addition, it’s paramount to stay away from penalized directories. Here are a few tools I use to evaluate whether any directory or platform is worth the investment:

Find whether the platform ranks in Google

Does Google think a directory is good enough to rank it high in search results? Search positions are the most reliable sign of a site’s health.

There are not many sites that will let you see the stats for free, and Serpstat is one of the most affordable.

Simply run the domain in Serpstat to quickly see where it ranks and how its rankings are distributed among different search engines. There are also tools to analyze whether the domain is ever featured in Google, which is an important signal of health too. Here is the list of tools you can use.

Find whether the platform has any traffic

Since creating an alternative traffic source is one of the main goals here, this is vital. There aren’t many reliable ways to evaluate a website’s traffic unless you own it, but these are decent:

  • Alexa.com: its major data source is their own toolbar, which may mean it’s somewhat limited. Yet, it is the oldest player in the field, and therefore quite trustworthy
  • SimilarWeb.com: read more about their data sources here: “global ISP data, and thousands of add-ons, extensions, apps and plugins, plus a team of web crawlers that scan thousands of websites”.

Check whether your subcategory is linked to from elsewhere

I wouldn’t be an SEO if I paid no attention to backlinks, but in my defense, links are not just a sign of SEO ‘authority’ – they signal quality too; if someone links to it, it must be a good page.

I use Ahrefs bulk backlink analysis feature to quickly run a lot of pages and section to choose the best ones.

[NB: I only mention directories that have proven worth the investment based on their rankings and traffic.]

Have you listed your website in some directories and seen some solid traffic and leads? Share your tips and resources in the comments.

 

 

Top time-saving tools for SEOs

Posted by on Oct 24, 2019 in Greg's SEO Articles | Comments Off on Top time-saving tools for SEOs

I recently moved to a new position at a new company, with a new computer and a new, clean install of Google Chrome. It wasn’t clean for very long, though, as I logged into my Chrome account and watched my address bar shrink as all of my extension icons flooded the right-hand side of the window. I was determined to use this as an opportunity to pare down the extensions that I had accumulated over the years.

I didn’t do a great job cutting back. As an SEO, I lean heavily on these time-saving tools. So in the spirit of new beginnings and sharing knowledge, here’s a selection of my favorite Chrome SEO extensions (with a few apps sprinkled in).

The basics

These are the simple extensions I can’t live without, and often use outside of SEO work.

Word count tool

SEO is content (well, in part), and an important piece of content is length. One of those extensions that I didn’t know I needed until I had it, this basic word count tool makes roughly assessing a page’s content length a cinch. I generally use this in discussion about competitor pages or to quickly assert whether my client’s copywriters are hitting the length benchmarks they need.

Site lookup

If I can avoid opening a new tab to search, I will. That’s why so many of these extensions allow me to do things in-page. The ‘Search the current site’ plugin is a tiny tool that essentially auto-completes the ‘site:’ operator in a Google search for you.

Hunter

I’ve been using Hunter (formerly Email Hunter) for years now and not just for link building (though it’s been essential for that). It’s also great for following up with potential clients or employers when you haven’t been given an email address.

MailTester

Hunter gets it right a lot of the time, but MailTester can help you ensure the address is correct before you hit send. It’s got its limitations – many servers will block the request – but on the whole it’s a good insurance policy.

Link Klipper

There are a number of ways to pull the links from a page, whether it’s a SERP, a directory, or a partner page. Link Klipper’s handy click-and-drag function can help fill in the gaps by selecting a subset of links, or pulling them from tricky-to-isolate groups like dropdown menus.

Redirect path

How did I get here? Ayima’s simple Redirect Path tool lets you see how your browser arrived at a given page. This tool is particularly useful for isolating complicated or broken redirect paths and ensuring link equity is passing properly.

Advanced

Depending on the type of SEO you are, you may use one or all of these extensions, or have 15 others that offer similar functionality. Here’s what’s in my rotation right now.

MozBar

Every proprietary metric should be taken with a grain of salt, but Moz’s MozBar is still great for quickly assessing a site’s relative quality through its ‘Domain Authority (DA) mode that displays DA in the tool icon without crowding the page with other details (though you can still display those metrics by clicking on the icon).

Tip: As a bonus, MozBar allows you to quickly extract results when you’re on a SERP. It’ll only pull the displayed results so change your settings if you need more than 10 sites.

NoFollow

NoFollow is a simple plugin that highlights nofollow links on the page you’re viewing. You can also set it to check the robots.txt file against the links to indicate any disallowed pathways.

Web Developer

A powerful plugin with a robust suite of tools, Web Developer allows you to quickly disable JavaScript, cookies, CSS, as well as displaying web page info, styling tools, and more. Chances are if you want to modify, block, or load it, Web Developer can help.

BuiltWith Technology Profiler

See at a glance what’s going on in the background with this plugin from BuiltWith. With just a click, you’ll be able to identify tracking, frameworks, content delivery, and a lot more. Used in conjunction with Web Developer, you’ll be able to troubleshoot issues across myriad systems, all in-browser.

Ayima Page Insights

On-page issues plaguing you? Not sure why a particular page is underperforming? Ayima’s Page Insights extension can help you quickly identify issues like multiple H1 tags, alt attributes, and header problems. It can also display HTML elements like title and meta description without having to hunt through the source code.

Bonus: Chrome DevTools

One reason that Chrome is the first thing I install on a new computer is its powerful developer tools that let me dig into the guts of a web page. DevTools may not be easy to learn or master, but learning the ins and outs like how to view a page as various mobile devices, or manipulate HTML to mock up recommendations can make life a lot easier for an SEO.

Non-specific to SEO (but still helpful)

LastPass

As someone who is simultaneously forgetful and terrified of identity theft, I’ve become a LastPass evangelist over the past few years. Store all your passwords in one place, share them temporarily, and generate complex passwords that you don’t have to write down anywhere else. I’m slowly working my way towards only having to remember one password ever.

Google Dictionary

Double-click on a word to bring up its definition in pop-up bubble with a link to read more. Google Dictionary is very helpful when reading technical SEO documents (or Heidegger).

Super Simple Highlighter

I’ve recently been searching for better ways of keeping track of interesting points within articles. Super Simple Highlighter lets you highlight passages on page and store the URL for later perusing.

Nimbus Capture

Windows’ built-in snipping tool is extremely handy, but for more complex capture, you’ll have to use something more robust. Nimbus lets you capture all or part of your screen, a whole web page, select and scroll, and plenty more. You can also record a video – super helpful for demonstrating all of your other thousands of extensions.

For the writing of this article, I solicited recommendations from the SEO team at Croud, and as such am currently experimenting with even more extensions like Keywords Everywhere. Watch this space!

Adam Clemence is Senior SEO Manager at Croud

 

Beyond keywords: What really matters in SEO content

Posted by on Oct 21, 2019 in Greg's SEO Articles | Comments Off on Beyond keywords: What really matters in SEO content

— so important that a new sub-industry has squeezed its way into the search engine world: SEO content writing.

Otherwise referred to as “SEO copywriting,” SEO content writing has a bad reputation for being chock-full of keywords and little else. Though this may be more of a stereotype than reality, there is something to be said for going beyond keywords to write high-quality content that attracts new customers AND is SEO-friendly.

What’s the deal with ‘high-quality’ content?

The focus is typically on “high-quality” content — a term that becomes more subjective by the minute. It leads to questions like

  • What really makes SEO content “high-quality?”
  • Is it measurable?
  • More importantly, can it be recreated again and again?

The standard formula of:

keyword research + good writing + on-page SEO = high-quality content

may not be the move anymore. It’s simply not enough. In fact, keywords may be even less important than we all think.

Uh-oh.

Beyond keyword research

Being consistent with great SEO content writing doesn’t mean it should be formulaic.

Depending too much on robust keyword research and on-page SEO will result in dry content that appeals more to search engines than it does your target audience. Mastering the art of SEO content writing can be the difference between attracting a few website visitors and creating dedicated customers

That all being said, there is a sweet spot between creative content and “content” as we know it. The key lies in going far beyond keyword research and really understanding how words can be used to both attract traffic and drive conversions.

1. Keyword research, the right way

Though this post is all about going beyond keywords, it’s worth addressing what level of keyword research should be done before hopping into content writing. Keywords are still a component of SEO content — but perhaps shouldn’t be as important a component as traditionally thought.

First, your approach to writing new content should fit in with your existing SEO strategy. This should be a no-brainer, but it is a frequent issue I see in SEO content.

For instance, many business owners and SEOs outsource copywriting with little collaboration with the writer on what keywords are to be used. And, even if keywords are provided, it is unlikely that the writer really understands the fundamentals of using keywords in their writing beyond “keyword density.” This results in content that is incohesive and not SEO-friendly.

Second, when it comes to performing keyword research for your new content, look beyond the data. Sure, SEO tools can tell us a lot in terms of search volume and competition level, but can they tell us what content is really engaging to users? Doing a Google search on your target terms and seeing what post titles come up and how many comments and even social shares they get will give you some ideas as to what content is drawing people in and enticing them to engage.

Finally, SEOs and copywriters alike can spend far too much time focusing on terms they think are relevant without stepping back to see the full picture.

Sure, your rankings may increase due to great SEO, but there are many other factors to consider. Is your audience reading through the entire post? Are they sharing it? Are they opting into your calls to action? These elements of your writing should be your main focus. Be sure to have an outline in place, along with your keyword research, to ensure that you aren’t skimming over what matters most: what is going to help you drive conversions.

2. Get organized

How often have you had a new content idea pop into your head and instantly put fingers on the keyboard?

As much as I am a fan of writing when you feel inspired, there needs to be a structure for your content from the very beginning. Content that is too “stream-of-consciousness” or unorganized simply doesn’t convert well. There is a difference between having a conversational tone and writing whatever comes into your brain. I’m here to say that there is a way to capture that creative flow, all while putting out content that works.

Create an outline of the potential post or page, including the title and headings. Organize your content into sections that are cohesive and keep the reader interested. Figure out if and where the content fits into your website overall and what purpose it serves. You can even go as far as to decide what internal links will be used. Having a plan will both help in overall organization and ensure that it fits into the framework of your existing site.

3. On-brand is your best friend

One component of SEO content writing that is rarely, if ever, talked about is branding. As more SEO experts become aware of the intersection between SEO and a larger marketing strategy, it becomes apparent how big a role branding plays in a business’s success.

Your website content is no exception. This is why hiring out for copywriting outside of the brand, or even the industry, can be a risky move. For one, you risk having the overall tone of the writing shift and become incohesive with the rest of the brand message, and even the most subtle variations can be picked up by readers.

A good way to ensure that your content is on-brand and stays true to the business message is to utilize language that is used throughout the existing site and marketing materials.

For instance:

  • Does the brand use the word “passionate” rather than “driven?”
  • Are there elements of their tagline that can be broken down and used throughout the text?
  • Does their About page have a conversational tone or a professional one?

These are all subtleties to look out for that can make all the difference.

A great SEO copywriter will be able to pick up on the tone, vocabulary and message a brand is putting out and capture it in the posts and pages. There should be no question from the target audience who the content came from and what the message is.

On-brand content means that users can come to depend on the brand acting and sounding a certain way. It ultimately comes down to trust. If a user trusts a brand and understands its core mission, then they are more likely to buy.

4. Integrity & authenticity matter

Integrity and authenticity may seem like “fluffy” words that have no place in the often formulaic world of SEO. But when it comes to writing content that drives more than just traffic (i.e., sales), then these two elements can be the difference between website visitors and paying customers.

There are many SEO and marketing strategies that can drive traffic to a page. What matters is what actions users take once they get there. No amount of strong-arming will convince a user to buy. It takes integrity and authenticity to get them there.

People are becoming more and more aware of shady marketing tactics, and traditional methods of manipulation simply don’t work anymore. A website that makes it clear what the brand’s message is, the service it provides and how it can help potential customers truly has a leg up on the rest. Your content should be authentic, honest and in line with the ethics of your business. Otherwise, you will lose your customers before you even get them.

5.Know your target audience

 

Creating great SEO content goes beyond writing what you think your target audience wants to read to truly listening to what they want to know.

Are you in tune with their needs? Are there questions in the comments section that should be addressed? Are you writing down their common concerns and pain points? If so, these all open the door to creating solid content that will meet their immediate needs and drive them to seek out your services.

It is not enough to do keyword research to see what they are searching for. If that is the foundation of your content, you are likely to attract some readers but little else. But if you are able to keep them on site longer by creating a vast web of information, you are more likely to get them hooked from start to finish.

Even more, if you engage with them using language they understand and bring up their pain points, you are likely to convince them to fill out that contact form, subscribe or pick up the phone.

If you are struggling to think up fresh and engaging content ideas, be intentional about paying attention to what your customers and potential customers are telling you and asking for. Then, do a quick search to see if any other sites have addressed this issue, and how.

If you aren’t snatching up those opportunities, and another business is, you may be leaving money on the table.

6. Micro-engagement makes the difference

Long-form content can be a bore. For that reason, keeping readers engaged throughout the content can be quite difficult. However, mastering the art of micro-engagement can take your SEO content to the next level.

When it comes to informative content that can be a bit of a yawn, it’s a good move to try some different tactics to keep users engaged. Micro-engagement, as I refer to it here, means incorporating elements in your content to keep readers clicking, scrolling and reading more.

This is where a solid understanding of your target audience really comes into play. You should have a sense of what kind of content keeps your audience engaged. Testing different approaches and looking at the results can be a great data-driven method for seeing what works and what doesn’t.

Here are some suggestions to boost micro-engagement:

  • Numbered or bulleted lists.
  • Engaging photos (that are relevant to the text).
  • Funny GIFs or memes.
  • Informative and interesting videos.
  • Infographics.
  • Quizzes or surveys.
  • Visually appealing design.
  • Calls to action.
  • Block quotes.
  • Bold text.
  • Thought-provoking questions.
  • Stories.
  • Examples.
  • Helpful tips.

Incorporate a few of these ideas into your SEO content and see the difference. Over time, you will get a sense of what your audience likes, what keeps them engaged and what entices them to perform certain actions on your site. This list is by no means exhaustive; feel free to get creative with it and see what happens!

7. Content ‘freshness’ and competitive analysis where it counts

“Freshness” usually refers to having fresh new content on your website, but I believe this should extend beyond that. In other words, you should be putting unique ideas out into the world. How do you do that? By making competitive analysis a part of your SEO content strategy.

Scroll through any SEO or digital marketing site, and you are likely to find the basic posts and pages: “What is SEO?,” “Why You Should Hire an SEO Expert” and the like saturate these sites, and these topics are covered ad nauseam.

What these sites, and others outside of the SEO industry, fail to do is proper competitive analysis when coming up with new content ideas. That is, they are rewriting and reworking the same content that their competitors are using. This is not a good move.

What takes businesses to the top is looking at what competitors are doing and doing it better. Sometimes this even means doing something different. Whenever you are about to write a new piece of content, look to see what your competitors are doing, and consider how you can take it up a notch.

Your best approach is to stay ahead of the curve.

8. Data is everything

You simply can’t create great SEO content without looking at the data.

With a vast array of tools, SEOs and business owners alike should be looking to see what content is performing well, and why. They should be tracking conversions everywhere users are performing an action and seeing what works. This data will indicate the kind of content they can and should create in the future.

Staying on top of your analytics will not only show you the numbers in terms of traffic, but time on page, bounce rate and other valuable metrics that indicate how your content is performing. Through these, you can learn from your mistakes and imitate the strategies that are working. Without this knowledge, you are essentially flying blind and are again playing the guessing game.

Following the data throughout the process will help ensure that you are on the right track and that your utilization of the above principles is working for your business.

To close

There is no cookie-cutter approach to SEO content, but the fundamentals are still there. Write content for people, structure it for search engines and create an experience that is engaging and bound to drive the traffic you deserve.

Best Chrome Extensions for Social Media Professionals

Posted by on Oct 17, 2019 in Greg's SEO Articles | Comments Off on Best Chrome Extensions for Social Media Professionals

Every social media manager has a favorite set of tools that help make their job easier. But when a tool is coupled with a Chrome extension, it adds an additional time-saving element that we all need.

In light of the recent release of our Social Media Poster’s Chrome extension, we decided to compile a handy list of the best extensions available for social media managers. To help you handle the list, we split all the extensions by the stage of a social media manager’s workflow where they best fit.

Plan & Organize Your Activities

Todoist

Todoist is a great task management extension. It has all the organization features you need to manage your tasks right from your browser.

It takes just one click on the top right of your screen to plan and organize a new task: add a deadline, set a reminder and a priority, and off you go. Going on a business trip? No worries: the tool allows you to sync all your devices so that you can manage your tasks offline wherever you are.

An added benefit is that you can save websites, articles, Amazon and IMDB pages, and Google Docs for future reference; your task will link back to the original web page so you can refer to it when you need to. Your team collaboration can also become easier with Todoist because you can share your projects, assign tasks to your team members, and add comments where necessary.

To help you stay motivated and productive, Todoist also offers their Karma system, which will visually display your progress and achievements in easy to read graphs that are color-coded by project, giving you that sense of accomplishment at the end of each workday.

The tool’s motto is ‘do more and stress less,’ which is a fair statement considering how much routine work it can help you with. This simple yet powerful task manager will definitely free up your mental space!

Search for Relevant Content

Inoreader

One of Feedly’s main competitors, and a very decent one. The tool allows you to keep up with your top information sources, save pages from the web for viewing later, and subscribe to social feeds.

The greatest thing about Inoreader is that it doesn’t restrict the number of sources you can subscribe to in the free version, which gives it a huge competitive advantage over other newsreader services.

The extension’s design is minimal, so you don’t get distracted. You get to choose your favorite topics, and then all the related content starts coming straight to you, saving you from having to go and check every site on your own. Whenever you are not sure which topic you need, you can monitor news about specific keywords or regular expressions.

Oh, and remember that article you read a few days ago that you liked, but you can’t think of its title? With Inoreader, you can easily find the content you have read by some keyword, and it is free for everyone.

For those night owls who prefer reading articles at night, the tool also has a night mode!

Schedule & Post

SEMrush Social Media Poster

How many times have you come across a great article and regretted not being able to share it with all your followers across all social networks at once? The new SEMrush Social Media Poster extension makes it possible.

Whenever you find something your followers would find valuable or if you find a website where you have been mentioned, you can post it on all your social media accounts with one click. It’ll help streamline your social media posting giving you the option of posting immediately, scheduling for later, or saving as a draft. Choose ‘Share via Poster’ on the right click menu or click on the extension button for the wizard to pop up. The tool will automatically pull pictures from the article you are going to post, and you can also write a message to accompany it:

The same goes for retweeting – just click on the extension’s icon below a tweet. This feature works great for those who need to schedule their retweets to create powerful themed series or launch event-centered marketing campaigns.

Here is another great feature of this extension: if the article’s title is not a straightforward one, you can choose to post only the selected text:

SEMrush Poster also has a built-in link shortening service (Bitly) for posting on Twitter. Once a link appears in your posting wizard, it automatically gets shortened:

Social Media Poster

Schedule Your Next Post

Grammarly

Social media can be merciless if you make a mistake.

If everyone had Grammarly installed on their browsers, the social world would never have seen the ‘seizure salad’ and the ‘undateable human bean.’ Misspelling words or making grammar mistakes can make you look uneducated and diminishes your credibility; and if you are posting on behalf of a brand, a tiny mistake could change how people think about that brand.

With Grammarly, you can be sure that your grammar, spelling, and punctuation are perfect. It is an indispensable tool for social media managers, who are always at risk of making small errors. Use Grammarly to keep your brand’s reputation intact.

Find Hashtags

RiteTag

This is an absolute must-have for any social media manager. The tool gives you tag suggestions for images or text on any site and multiple social networks like Twitter, Instagram, Pinterest or Facebook. All it takes is a right click on the image or text!

RiteTag has their own color system in place to indicate the hashtag strength. For example, using a red hashtag puts your posts at risk of disappearing in the crowd, while green gives you all the chances of getting seen right now.

Choose the Visuals

Lightshot

This extension is a no-brainer, must-have solution for every social media professional. Make customizable screenshots of any selected area by hitting the Lightshot icon on the toolbar. What is great is that you instantly get a link to a screenshot you have just uploaded so you can share it with others very quickly. This is a simple, convenient, and, more importantly, lightweight tool!

Awesome Screenshot

If you want to get a little more advanced with your screenshot editing, try the Awesome Screenshot extension. There are lots of nice little tricks in it, like the ability to blur sensitive information and add annotations to the screenshot. With this extension, you can even record what is happening on your screen and upload it to YouTube or Google Drive immediately:

Pablo

Each social network has its own size and format requirements when it comes to images. Instead of keeping all that information in your head, try using Pablo — an extension that creates images with the perfect size and format for Twitter, Facebook, Instagram, and Pinterest, and allows you to share your images to popular social networks directly from Pablo.

You can add a background picture to an inspirational quote you found, or you can use your image and add text; it is simple. If you need an image, highlight your desired text and right click to see an option for opening that text in Pablo to create beautiful images. If you are looking to add text to an existing image, right click on it to open it in Pablo for editing and choose one of the stylish fonts it offers.

Colorzilla

This extension does all sorts of color-related magic, from color reading to gradient generator and color history. It can also help graphic and web designers analyze a page and inspect a palette of its colors. Color management is easy with Colorzilla thanks to the built-in palette browser, which allows you to choose colors from pre-defined color sets and save the most used colors in custom palettes.

Blog

Giphy

Using a funny GIF every now and then is a way to keep your audience engaged and entertained. With GIFs being highly situational and only needed there and then, having an extension that can find you a relevant GIF in a matter of seconds is just amazing.

Piktochart

Have you ever tried creating infographics from scratch? Have too little time to fill your presentation with easy to understand graphs and charts? Then this extension is for you. Piktochart offers dozens of ready-made graphic templates and downloadable materials to turn anything from a slide to a poster into a designer masterpiece.

Why Extensions?

Chrome extensions can be your time-savers, advisers, and to some extent even tutors. Most of these are free, require no special skills or experience. They can quickly take on the role of a designer, proofreader, secretary, data analyst and more — if the task is not too difficult, of course.  We made this list based on time-proven preferences of our team members.

How to use SEO on LinkedIn

Posted by on Oct 14, 2019 in Greg's SEO Articles | Comments Off on How to use SEO on LinkedIn

SEO on LinkedIn is too often overlooked, and it’s time you start viewing LinkedIn, just like Google, as a search engine. With access to a whole network of professionals, the opportunities for those who are savvy enough can be endless. LinkedIn is the most popular platform for B2B companies to acquire new clients so being able to optimize your LinkedIn presence has a whole array of potential benefits – both for your personal profile and also for your business.

Due to its high domain authority, search engines deliver a lot of results from LinkedIn in the SERPs for certain search terms, particularly those revolving around job roles. This post considers how you can stand out and how to occupy the top spot for your business.

Devil in the detail

The first step is to fill out as much of your profile as you possibly can. Don’t be lazy and avoid cutting corners – provide the details which will help to elevate your profile. But don’t just mindlessly fill in all the fields; make sure to be descriptive, engaging and use carefully chosen words. Keep it descriptive but to the point through revealing the important information but leave a tad of intrigue. Use bullet points or lists to make it more digestible and encouraging to read.

Remember to upload a clear, professional picture. If you still have your graduation picture, it gives the wrong impression and suggests you are a university grad, not a respected professional with three years of valuable experience under your belt. Right or wrong, consciously or subconsciously, people will inevitably base their first impressions on your picture. Give it a little thought and don’t just publish a pixelated picture from that bar the other night. As a final picture tip, make sure it is named appropriately to increase your chances of appearing in image searches.

Think in keywords

Just like you target certain keywords when optimizing a website, you need to do the same when optimizing your LinkedIn and give considerable thought to user intent when approaching the SEO of a website.

As with optimizing a website, be sure not to overdo keywords. It’ll be so obvious to anyone reading if you’ve stuffed the keyword ‘content marketing expert’ into one paragraph seven times. Remember to be engaging and genuinely interesting. Getting people to find you is only the first step – what’s going to make them ‘convert’, or hit you up with a snazzy job offer / potential new business?

Make use of the summary section to further amplify your keywords. This is likely the first section people will read on your profile, so it goes without saying that you need to make it absolutely flipping fantastic. Self-promotion is great, but put the focus on how you help others. People aren’t visiting your profile to see you congratulate yourself; the chances are that they want something and you need to demonstrate how you’re the right person to speak with.

Customize your URL

If you’ve never previously thought about this, then just take a second to glance at the URL for your LinkedIn profile. A vague reference to your name is not helpful for anyone, particularly not for search engines. Take a second to update your custom URL to something that includes your full name. If you’ve got a painfully common name like myself then you may need to be a bit creative, but keep it professional and as clear as possible. An easy way of doing this is to think whether you’d be happy seeing that URL on your business card.

Network as much as is socially acceptable

LinkedIn is, at the end of day, an online space for networking. So don’t just make your profile pretty – you’ve got to use it. In a very similar way to building links in SEO, if you haven’t got any connections on LinkedIn then you’re far less likely to appear in the search results.

Networking is arguably one of the most important points here. LinkedIn’s search algorithm is based first and foremost on showing people with similar connections and groups. You’ve probably noticed that the results which are prioritized when you search on LinkedIn are those with 1st, 2nd or even 3rd level connections to you. It, therefore, follows that the more people you are connected with on LinkedIn, the more likely you are to show up in the search results. It’s a social network after all, so be social, and network.

Engagement and interaction

You’ve got opinions, so share them. You’ve got expert knowledge, so divulge it. You’ve got a voice, so use it. Like any social network, it’s absolutely imperative to engage with people if you want to make the most out of it. Although this may not directly increase your chances of being found in the search results, it does increase your exposure to other people on LinkedIn. And one thing always leads to another.

Participate in groups

This is an extension of the points about engaging and networking. Groups are an excellent way of finding like-minded people in your industry. Spend some time identifying the groups most relevant to your expertise and profession. It also makes you more visible, as joining a group with thousands of people will suddenly make you more relevant to them in terms of the search results. You’ve got nothing to lose and you’ll probably gain a lot along the way.

Collect endorsements

Nobody seems to know whether or not a higher number of endorsements or recommendations helps your profile appear higher in the search results. Either way, it’s certainly worth trying to collect as many of these as possible. Just like buying a product based on positive reviews, it’s the same theory for hiring humans. Endorsements and recommendations imbue a level of confidence and trust in the authority and credentials of a given person or business.

Just being really good at what you do, sitting back and waiting for the endorsements to come in probably isn’t going to cut it. Take a proactive approach and start endorsing or recommending people in your network. Don’t expect to get anything back as standard, but with any luck, you’ll get at least some people to return the favor.

Sharing is caring

Let’s admit it, one of the primary functions of LinkedIn is shameless self-promotion. This is a place where you can proudly share your work, show it off to the world, and create open discussions.  Just remember that sharing is caring but oversharing is overbearing. As long as you are sharing content and updates which are genuinely interesting and provide value to people, then you’re golden. Don’t approach it as a way to stroke your ego – that’s a recipe for disaster – rather, it’s about collaborating on ideas and sharing value. In short, it’ a great way of interacting with your network and reaching new people. This leads to new connections and a wider network and, a better chance at ranking highly.

Publish posts on LinkedIn

This is different to sharing articles you’ve written elsewhere. Just click on ‘Write an article’ underneath the status update and lay down your best words. Pushing out content as part of an SEO strategy helps boost your authority and ramp up those rankings and the same goes for LinkedIn. Publish some brilliant articles and you’ll be hailed as the go-to industry expert in no time at all. Actually, it does take a bit of time but it’s absolutely worth doing if you are looking to build your LinkedIn profile and enhance your personal brand.

Writing optimized content for LinkedIn is no different to writing content as part of an SEO campaign with all the same rules applying. You can also repurpose content you’ve written elsewhere – just don’t duplicate content because we all know how Google feels about that. For example, if you have an article on your blog that’s no longer doing particularly well, it’s worth including a synopsis of the post as an article on LinkedIn and then link to the full article on your blog. This can also work vice versa.

Generate links to your profile

If you’re even a little bit familiar with the world of digital marketing then you’ll understand the importance of backlinks. It’s no different when you’re trying to rank your LinkedIn profile higher. Always be aware of trying to gain backlinks to your LinkedIn profile at every possible opportunity.

If you’ve got a blog, be sure to link back to your profile. Add a link to your email signature. Promote your LinkedIn profile across other social media accounts. Guest posting is another great way to build on those links, as it’s very common practice to include social links in your author bio. You’ll then find a snowball effect – the more links you have, the more people will see your profile, the more people will engage with you, the higher your profile will rank and the more links you’ll get… you get the idea.

Final words

Many of the above points can be applied to both your personal profile and your business page. Make the most of SEO on LinkedIn and you’ll be able to reach new audiences, generate leads and build on your professional profile. As a final point, don’t forget to make absolutely sure that your LinkedIn public profile is visible and not hidden.

 

 

 

Skip to content