Image Link Building — Best of Whiteboard Friday

Posted by on Nov 27, 2020 in SEO Articles | Comments Off on Image Link Building — Best of Whiteboard Friday

Image Link Building — Best of Whiteboard Friday

Posted by BritneyMuller

Last week, we took you into the future with SEO expert Britney Muller to explore link prospecting in 2021. This week, we’re going back in time — all the way to 2017 — for her concrete advice on an important part of building links: image link building.

Image link building is a delicate art. There are some distinct considerations from traditional link building, and doing it successfully requires a balance of creativity, curiosity, and having the right tools on hand. Let’s dive in! 

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hey, Moz fans, welcome to another edition of Whiteboard Friday. Today we’re going to go over all things image link building, which is sort of an art. I’m so excited to dig into this with you.

Know your link targets

So first and foremost, you need to know your link targets:

I. Popular industry platforms – top pages

What are those top platforms or websites that you would really like to acquire a link from? Then, from there, you can start to understand who might be influencers on those platforms, who’s writing the content, who might you contact, and also what are the top pages currently for those sites. There are a number of tools that give you a glimpse into that information. Moz’s OSE, Open Site Explorer, will show you top pages. SEMrush has a top page report. SimilarWeb has a popular page report. You can dig into all that information there, really interesting stuff.

II. Old popular images – update!

You can also start to dig into old, popular images and then update them. So what are old popular images within your space that you could have an opportunity to revamp and update? A really neat way to sort of dig into some of that is BuzzSumo’s infographics filter, and then you would insert the topic. You enter the industry or the topic you’re trying to address and then search by the infographics to see if you can come across anything.

III. Transform popular content into images

You can also just transform popular content into images, and I think there is so much opportunity in doing that for new statistics reports, new data that comes out. There are tons of great opportunities to transform those into multiple images and leverage that across different platforms for link building.

IV. Influencers

Again, just understanding who those influencers are.

Do your keyword research

So, from here, we’re going to dive into the keyword research part of this whole puzzle, and this is really understanding the intent behind people searching about the topic or the product or whatever it might be. Something you can do is evaluate keywords with link intent. This is a brilliant concept I heard about a couple weeks back from Dan Shure’s podcast. Thank you, Dan. Essentially it’s the idea that keywords with statistics or facts after the keyword have link intent baked into the search query. It’s brilliant. Those individuals are searching for something to reference, to maybe link to, to include in a presentation or an article or whatever that might be. It has this basic link intent.

Another thing you want to evaluate is just anything around images. Do any of your keywords and pictures or photos, etc. have good search volume with some opportunities? What does that search result currently look like? You have to evaluate what’s currently ranking to understand what’s working and what’s not. I used to say at my old agency I didn’t want anyone writing any piece of content until they had read all of the 10 search results for that keyword or that phrase we were targeting. Why would you do that until you have a full understanding of how that looks currently and how we can make something way better?

Rand had also mentioned this really cool tip on if you find some keywords, it’s good to evaluate whether or not the image carousel shows up for those searches, because if it does, that’s a little glimpse into the searcher intent that leads to images. That’s a good sign that you’re on the right track to really optimize for a certain image. It’s something to keep in mind.

Provide value

So, from here, we’re going to move up to providing value. Now we’re in the brainstorming stage. Hopefully, you’ve gotten some ideas, you know where you want to link from, and you need to provide value in some way. It could be a…

I. Reference/bookmark Maybe something that people would bookmark, that always works.

II. Perspective is a really interesting one. So some of the most beautiful data visualizations do this extremely well, where they can simplify a confusing concept or a lot of data. It’s a great way to leverage images and graphics.

III. Printouts still work really well. Moz has the SEO Dev Cheat Sheet that I have seen printed all over at different agencies, and that’s really neat to see it adding value directly.

IV. Curate images. We see this a lot with different articles. Maybe the top 25 to 50 images from this tradeshow or this event or whatever it might be, that’s a great way to leverage link building and kind of getting people fired up about a curated piece of content.

Gregory Ciotti — I don’t know if I’m saying that right — has an incredible article I suggest you all read called “Why a Visual Really Is Worth a Thousand Words,” and he mentions don’t be afraid to get obvious. I love that, because I think all too often we tend to overthink images and executing things in general. Why not just state the obvious and see how it goes? He’s got great examples.


So, from here, we are going to move into optimization. If any of you need a brush-up on image optimization, I highly suggest you check out Rand’s Whiteboard Friday on image SEO. It covers everything. But some of the basics are your…


You want to make sure that the title of the image has your keyword and explains what it is that you’re trying to convey.

Alt text

This was first and foremost designed for the visually impaired, so you need to be mindful of visually impaired screen readers that will read this to people to explain what the image actually is. So first and foremost, you just need to be helpful and provide information in a descriptive way to describe that image.


Compression is huge. Page speed is so big right now. I hear about it all the time. I know you guys do too. But one of the easiest ways to help page speed is to compress those huge images. There’s a ton of great free tools out there, like Optimizilla, where you can bulk upload a bunch of large images and then bulk download. It makes it super easy. There are also some desktop programs, if you’re doing this kind of stuff all the time, that will automatically compress images you download or save. That might be worth looking into if you do this a lot.
You want to host the image. You want it to live on your domain. You want to house that. You can leverage it on other platforms, but you want sort of that original to be on your site.


Source set attribute is getting a little technical. It’s super interesting, and it’s basically this really incredible image attribute that allows you to set the minimum browser size and the image you would prefer to show up for different sizes. So you can not only have different images show up for different devices in different sizes, but you can also revamp them. You can revamp the same image and serve it better for a mobile user versus a tablet, etc. Jon Henshaw has some of the greatest stuff on source set. Highly suggest you look at some of his articles. He’s doing really cool things with it. Check that out.


So, from here, you want to promote your images. You obviously want to share it on popular platforms. You want to reach back out to some of these things that you might have into earlier. If you updated a piece of content, make them aware of that. Or if you transformed a really popular piece of content into some visuals, you might want to share that with the person who is sharing that piece of content. You want to start to tap into that previous research with your promotion.

Inform the influencers

Ask people to share it. There is nothing wrong with just asking your network of people to share something you’ve worked really hard on, and hopefully, vice versa, that can work in return and you’re not afraid to share something a connection of yours has that they worked really hard on.

Monitor the image SERPs

From here, you need to monitor. One of the best ways to do this is Google reverse image search. So if you go to Google and you click the images tab, there’s that little camera icon that you can click on and upload images to see where else they live on the web. This is a great way to figure out who is using your image, where it’s being held, are you getting a backlink or are you not. You want to keep an eye on all of that stuff.

Two other tools to do this, that I’ve heard about, are Image Raider and TinEye. But I have not had great experience with either of these. I would love to hear your comments below if maybe you have.

Reverse image search with Google works the best for me. This is also an awesome opportunity for someone to get on the market and create a Google alert for images. I don’t think anyone is actually doing that right now. If you know someone that is, please let me know down below in the comments. But it could be a cool business opportunity, right? I don’t know.

So for monitoring, let’s say you find your image is being used on different websites. Now you need to do some basic outreach to get that link. You want to request that link for using your image.

This is just a super basic template that I came up with. You can use it. You can change it, do whatever you want. But it’s just:

Hi, [first name].
Thank you so much for including our image in your article. Great piece. Just wondering if you could link to as the source.

Something like that. Something short, to the point. If you can make it more personalized, please do so. I can’t stress that enough. People will take you way more seriously if you have some nugget of personal information or connection that you can make.

From there, you just sort of stay in this loop. After you go through this process, you need to continue to promote your content and continue to monitor and do outreach and push that to maximize your link building efforts.
So I hope you enjoyed this. I look forward to hearing all of your comments and thoughts down below in the comments. I look forward to seeing you all later. Thanks for joining us on this edition of Whiteboard Friday. Thanks.

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The anatomy of a negative SEO attack

Posted by on Nov 26, 2020 in SEO Articles | Comments Off on The anatomy of a negative SEO attack

The anatomy of a negative SEO attack

30-second summary:

SEO can just as easily destroy websites’ rankings as it can build them up.
Newer websites or startups with smaller backlink profiles are the most vulnerable to negative SEO attacks.
Webmasters need to regularly monitor their backlink profile to make sure their site is not keeping company with any questionable web properties.
Negative SEO can be remediated through manual outreach or Google’s disavow tool, but high-quality link building campaigns are the best way to minimize the impact of low-quality links.

In the early days of search engine optimization, a variety of black-hat techniques allowed SEOs to dominate the first page of search. Cloaking, keyword stuffing, backlink spam, and other strategies could catapult websites to the first page. But those days are long gone. Google’s algorithms are extremely powerful and can easily result in a negative SEO attack. Not only will black-hat strategies no longer work – they will destroy your site’s rankings and even prevent your domain from ranking permanently. 

So for those out there on the internet who are not interested in seeing your domain move up the first page, black hat SEO is an easy way to harm your website. Many new site owners are so eager to get any backlinks that they can, they allow low-quality links to populate their profile without ever thinking about where those links are coming from, or why those other site owners linked to them in the first place. 

Negative SEO attacks are real. I’ve helped many clients recover from them. They can come from competitors, hackers, or seemingly out of nowhere, but without a quick response, a website’s reputation with search engines can be permanently harmed. 

Although Google algorithm updates or technical issues with your website can impact your keyword rankings, an unexpected drop could be a sign of negative SEO. The good news is, the anatomy of a negative SEO attack is clearly recognizable. If you take quick action, you can protect your website and minimize the damage.

The websites that are most vulnerable to SEO 

The reality is, every time your site moves up a spot in the SERPs, you knock another site down. It’s not fun to imagine that other people would use negative SEO to harm your efforts, but if you offer great service or product that could take business or traffic away from someone else, then your site is at risk.

Any website can experience a negative SEO attack, but local businesses and startups with less than 300 referring domains are the most vulnerable. The smaller your backlink profile, the more impactful any low-quality or unnatural links will be. If 50% of your links are spammy and you’re a brand new site, Google crawlers are going to look at your backlink profile and assume your site is trying to cheat your way to the top. 

For new webmasters, in particular, it’s critical to pay close attention to every backlink you acquire. This is also true when you pay for the services of a link building company. Some site owners are hesitant to pursue link building because they have had negative experiences with SEOs in the past who engaged in these spammy techniques that ended up tearing their site down rather than building it up. 

As your backlink profile grows, spammy links will not have as much of an impact on your domain authority or rankings. Still, it’s good to keep an eye on the referring domains and anchor text diversity of your backlink profile.

How to identify a negative SEO attack

There are a variety of common negative SEO techniques that people may use to harm your website. After handling negative SEO attacks with my own clients, these are the most common types I’ve come across and that I encourage webmasters to be on the lookout for.

1. Toxic backlinks

Backlinks from low-quality sites that have low domain authority, little relevance to your industry, or very little site traffic should always be suspect. If you receive a large influx of these low-quality links, they may be coming from a link farm that has the infrastructure to build a massive amount of links quickly. If you’re a new site with a large percentage of toxic links, Google will likely assume you’ve been participating in black hat manipulation.

2. Comment spam links

One way SEOs used to manipulate their site authority was by leaving backlinks in the comment section of blogs or forum sites. If you suddenly receive backlinks in the comment section of older blogs with no relevance or traffic, someone might have placed them there maliciously. If it’s an SEO agency that placed the link and you paid for it, fire them immediately. Google indexes those links in the comment section, and it will not look favorably upon your site if you have a lot of these unnatural backlinks.

3. Exact match or unnatural anchor text

Natural anchor text will most often include your brand name, the services or products your business offers, or more generic wording like, “Click Here.” If all of your anchor text has the exact keyword you’re trying to rank for, that will come across as manipulation to Google. If the anchor text is irrelevant, it will confuse Google bots about the content of your site. It’s important to pay attention to the most common ways that other sites link to yours so if new links don’t share at least some similarity, you can investigate them accordingly.

4. Fake negative reviews

Although negative reviews don’t have as drastic of an impact on your site authority as your backlink profile, Google does crawl and render those sites when considering whether to rank web pages. Local and small businesses with bad reviews, in particular, will not rank, so in addition to reviewing your backlink profile on a regular basis, site owners should also be monitoring the important review sites in their industry. Most major review sites allow you to report reviews if you have reason to believe they are fake.

There are other types of negative SEO that I haven’t listed here such as content scraping, links hidden in images, and more, but the above are very easily identified using Google Search Console or any type of backlink analyzer. Familiarizing yourself with the many ways that others may try to link to your site in a harmful way will help you be able to identify those problematic links right after they show up in your backlink profile.

How to perform negative SEO remediation

Digging yourself out of a negative SEO attack is never fun, but it can be done. If you’re being a responsible webmaster and monitoring your backlink profile regularly, you should have a solid understanding of what a healthy backlink profile for your website looks like, and will therefore be able to recognize the moment that something appears off.

If you believe that the influx of links is indeed the result of nefarious intentions, you have a few options to repair the damage, and hopefully, before Google penalizes your site. Some of these options are more expensive than others, but if you’re not an experienced webmaster, it is probably best to get the guidance of an SEO expert. If you remove the wrong links, you can end up performing negative SEO on your own website by mistake.

1. Request removal

The first step with any link is to reach out to the webmaster to ask for the link to be removed. Admittedly, this is not always successful. However, before you move on to option two, you want to make sure you have exhausted every effort to have the link removed before requesting Google to get involved. If the link was the result of comment spam, the owner of the blog may be willing to moderate or delete the comment. There have been webmasters who have charged my clients a fee to have links removed. Depending on the price you’re willing to pay, you can choose to do so or move on to other options.

2. Disavow file

In 2012, Google added the disavow tool in Google Search Console to give webmasters more agency in their off-site SEO. The reality is, no one can fully control the websites that choose to link to theirs in a harmful way, so it’s not really fair for search engines to penalize your site as a result. Google recognized this and created the disavow tool, however, they still advise site owners to use it sparingly.

A disavow file is essentially a list of links that you want invalidated on your domain, or that you don’t want Google to consider when evaluating the quality of your website. There are detailed instructions on how to submit a disavow file in the Google Search Console help center. Take note though that these links aren’t actually removed, Google just no longer takes them into consideration the next time they are crawled and indexed. If you’re using an SEO software that measures the quality of your backlink profile, you will likely have to submit the disavow file there as well if you want their metrics to accurately reflect how Google understands your site.

3. Link building campaigns

High-quality, contextual link building is different from black-hat SEO in that it uses original content to earn links on relevant, industry-specific publications. The best SEO agencies will increase site authority the right way, through techniques that are Google compliant and don’t harm your rankings in the long-term. If you are not actively trying to earn high-quality links for your website, not only are you missing out on the opportunity to improve your overall keyword rankings, you place your site in a more vulnerable position. If you pursue consistent link acquisition and build up a healthy backlink profile before a negative SEO attack occurs, you are more well-positioned to avoid a Google penalty.

It is certainly frustrating and unfair when negative SEO occurs, but there is really nothing that a webmaster can do to prevent it. So in the case of negative SEO, preparation is the best medicine. Knowing what to look for will help you be more prepared to take immediate action and minimize the damage. 

Manick Bhan is the founder and CTO of LinkGraph, an award-winning digital marketing and SEO agency that provides SEO, paid media, and content marketing services. He is also the founder and CEO of SearchAtlas, a software suite of free SEO tools. You can find Manick on Twitter @madmanick.

The post The anatomy of a negative SEO attack appeared first on Search Engine Watch.

Ahrefs Review: The Ultimate SEO Guide to Follow in 2020

Posted by on Nov 25, 2020 in SEO Articles | Comments Off on Ahrefs Review: The Ultimate SEO Guide to Follow in 2020

Ahrefs is one of the most powerful SEO tools on the market. Today, I’m going to show you how you can use it to your organic traffic advantage (and start getting better SEO results). I love this tool and don’t know how I could function as an SEO without it. That’s why I’m going to …

Read moreAhrefs Review: The Ultimate SEO Guide to Follow in 2020

The post Ahrefs Review: The Ultimate SEO Guide to Follow in 2020 first appeared on Gotch SEO.

HTTP to HTTPS in WordPress – Complete User Guide

Posted by on Nov 25, 2020 in SEO Articles | Comments Off on HTTP to HTTPS in WordPress – Complete User Guide

HTTP to HTTPS in WordPress – Complete User Guide

The moment Google announced HTTPS as a ranking boost in SEO (Search Engine Optimization), all popular browsers started terming HTTP sites as “Not Secure” (from July 2018). That was the day when HTTPS started becoming a necessity instead of a priority.

The main motto of Google is to provide a secure environment to its users, and as per  SangFroid Web, more than 70% of the users prefer to visit HTTPS sites.

With the rise in the e-commerce industry, sensitive data like credit card information, bank account numbers, passwords, etc. are shared in abundance on the internet daily. The convenience of web shopping sitting at homes or office desks in any part of the world, attracts many visitors.

As per Sleeknote, e-commerce sales are expected to reach $4.2 Trillion at the end of 2020. To protect customer sensitive data of your e-commerce store or any other online transactions, SSL security is a must.

This article will talk about what SSL is, its functioning, and how to move your HTTP site (unsecured site) to an HTTPS site (secured site) in WordPress..

What is SSL & HTTPS? How does it Function?

SSL (Secure Socket Layers) is a digital certificate that uses encryption security to secure your website data and information.

This digital certificate encrypts all communications exchanged between browser and website, keeping it safe from prying eyes.

Installation of this certificate on a website shows a padlock in the URL along with HTTPS in the address bar.

The majority of the sites nowadays start with HTTPS (HyperText Transfer Protocol Secure) instead of HTTP (HyperText Transfer Protocol).

Both these signals state that the site is secured enough and helps maintain the privacy of customer transactions.

The Functioning of SSL:

Exchange of information between browser and web server is encrypted with the help of an SSL certificate. But many visitors have questions on the functioning of the SSL certificate. They are:

How does the encryption and decryption process work?
How does the plain text get coded into ciphertext and later again converted into plain text on the receiving end?

SSL security algorithms work on encryption and decryption theory. The ciphertext from the encryption process is hard to decode, and only the sender and receiver can decrypt or translate the text. That’s the main reason why cyber-thieves abandon sites with SSL certificates because they are unable to decipher the sensitive information.

Two keys shown in the above picture are used in the encryption-decryption process. They are the public key and the private key.

The message’s sender replaces the plain text with a coded text (numbers and letters) using the public key. To get the correct information of the coded text, the receiver should have the private key sent by the sender, for the decryption process. Without the correct algorithm key, the message cannot be decrypted.

Even in unfortunate circumstances, when the public key is compromised, the message is still safe, because the unknown hacker does not have the private key to decrypt the information.

The SSL certificate has all information regarding the domain name, company name, address, city, state, and country, including the CA name, and expiry date.

Why is it essential to shift website from HTTP to HTTPS in WordPress:

Secure Sensitive Information:

Your e-commerce store handles thousands of online transactions daily, and hence it becomes all the more essential to secure credit card information, login credentials, passwords, bank account numbers, etc.  

HTTP sites where SSL certificate is not installed are easily susceptible to malware, ransomware, phishing attacks, etc.

Customers trust sites with SSL certificates installed when they make financial dealings, and get an assurance about their data security.

Symbol of Trust:

Trust, Trust & Trust. Since SSL certificates provide robust encryption security and are SHA-2 enabled, they prove to be a trust symbol. Their encryption standards i.e., 256-bit encryption and 2048-bit digital signatures, prevent cyber-criminals from gaining control over customer sensitive data.

Also, browsers like Chrome have started labeling “Not Secure” on Http sites, which is a significant drawback for business.

Another added advantage is that SSL certificates come with trust badges as shown in the above picture. These trust logos are visible on all the pages of your WordPress website.

HTTPS displays Authenticity:

Research indicates that almost 90% of the customers are worried about internet privacy of transactions, and hence the importance of HTTPS cannot be challenged.

Not only does HTTPS prove trustworthy, but its padlock displays the authenticity of your WordPress website and ensures network traffic protection.

Search Engine Visibility:

When Google announced HTTPS as a ranking factor in SEO, it was hellbent of providing a secure web experience to its customers. This move of shifting sites from HTTP to HTTPS by Google, for customer benefit, has led to an increase in the importance of HTTPS.

HTTPS helps boost SEO rankings and makes your site all the more visible to visitors.

Protects your Site, Products, and Data:

HTTP ensures a secured browsing experience and secures your site and products from internet thieves. When encryption security is not enabled on the site, it becomes easy for unauthorized sources to access your information.

Apart from protecting customer data, it also protects online retailers and prevents identity fraud too. Hence HTTPS sites are far safer than HTTP sites because they minimize the risks of online business.

Increase in Website Speed:

HTTPS is undoubtedly faster than HTTP sites. Just check out on, which states that HTTPS has a slightly fast page load speed and hence is another favorable factor for SEO.

Page load speed is also a ranking factor in SEO, and hence HOBO indicates that 53% of the visitors abandon sites having more page load speed (more than 3 seconds).

Since HTTPS’s importance is established, let’s check out the steps involved in shifting the site from HTTP to HTTPS.

Steps required for shifting the website from HTTP to HTTPS in WordPress:

Website Backup:

Before making any major transformation to your site, website backup is an essential process. Though it may be lengthy and time-consuming, depending on your site content, images, and pages, it’s worth the time and money.


Safeguards human error
Prevents data loss
Help take care of Malware Infections
Protection against cyber-attackers
Ensures continual Revenues
Reduces damages

There are many more advantages and many website backup services available, which may help you keep your website safe and secure.

Order &Purchase SSL Certificate:

You need to Buy an SSL certificate and purchase the same from a reputed Certificate Authority for your WordPress website.


Set up your server for SSL installation
Update your WHOIS record with the correct information i.e., company name, address, contact number, email id, etc.
Generate the CSR request on the server
Submit the CSR and other required information to the CA
Get your company and domain name validated
Receive your SSL certificate and Install the same

Free SSL and Paid SSL certificates are available in the market. Consider your business requirements and select your SSL wisely.

Install SSL Certificate:

Many business owners are hesitant to spend on SSL certificates. Many WordPress hosting companies offer free SSL to their customers. Let’s Encrypt is one such Certificate Authority that provides free SSL certificates.

BlueHost, HostGator, WP Engine, etc are some WordPress Hosting Companies that offer free SSL certificates along with their hosting plans.

WordPress offers free SSL plugins like Really Simple SSL, SSL Zen, Auto-Install Free SSL, etc. for securing your website with encryption.

Installation Process:

Login to Web Host Manager (WHM)
Enter User name and Password
In your WHM homepage, click SSL/TLS button
In SSL/TLS button, click Install an SSL certificate on a Domain
Type your Domain name in the Domain name field
Input your certificate file
Later click Install.

Your SSL certificate is successfully installed on your WordPress website.

Many cheap SSL certificate providers provide paid SSL certificates in different validations i.e. DV, OV &EV. Install SSL certificate from ClickSSL, and get the best discounts on SSL certificates.

Configuring HTTPS in WordPress Admin Area& Update Site Address:

To change your WordPress website URL from HTTP to HTTPS you need to follow the below steps.

Login in WordPress Dashboard
Later go to Settings > General
Check whether the WordPress URL and Site URL is HTTPS or not. If not, add HTTPS in both the URL as shown in the image below.

Later click Save.
Go to site’s wp-config.php file and defineForce_SSL_Admin to true

This command will force all logins, URLs, and admin sessions to move over SSL.

Change URL links in Content, Images, and Templates:

Old HTTP links can lead to errors in your site. While migrating a website from HTTP to HTTPS, many times, it may happen that some links related to images, videos, templates, etc. are not processed,; which may lead to Mixed Content Error.

Dr. Link Check is one such Checker tool for locating all HTTP links on your site. To know more about this tool, click here.

Set 301 Redirects in .htaccess:

The main purpose of setting 301 redirects is to forward visitors directly to the secured version. For that, a command needs to be written in the .htaccess file located in the WordPress root directory.

Since this file is hidden by default, unhide all files in the WP root directory and click .htaccess.

Write the below mentioned command in the file.

RewriteEngine on

RewriteCond %{HTTP_HOST} ^ [NC,OR]

RewriteCond %{HTTP_HOST} ^ [NC]

RewriteRule^(.*)$$1 [L,R=301,NC]

This will land all visitors on the secured HTTPS version of your WP site. It is essential to ensure that duplication of pages (in both versions) does not prevail, to benefit SEO.

SSL Test:

SSL Server Test is used for checking whether your SSL certificate is installed properly or not. Insert your domain name in the hostname and click “Submit”.

You will get a summary of the overall rating of your website including issues needed for fixation.

You can also use the SSL Checker tool, to diagnose SSL installation problems.

Update your Site Environment:

Last few steps for completing the transfer procedure from HTTP to HTTPS are:

Update the sitemap, add in robots.txt file and update all the links
Add the HTTPS version of your website to all the webmaster tools, upload the new sitemap.
Update your CDN (Content Delivery Network)
Switch the new version in Google Analytics in Admin > Property Settings > Default URL.

Submit your HTTPS version to Google Search Console:

For Google, HTTP and HTTPS versions are 2 different websites. You need to inform this search engine giant that your website has been moved to HTTPS to gain SEO benefits too.


Go to Google Search Console account, click “Add a property button”
Add new HTTPS address of your website in the popup
Verify the ownership of your website with multiple options given in Search Console

To know more about the same, click here.

HTTPS Troubleshooting Tips:

A few things need to be taken care of post the shifting process.

Mixed Content Error:

Though minute details are taken care of while moving the site from HTTP to HTTPS, there may be a few non-secure links on secured pages. This may give the Mixed Content Error message.

Install and enable the SSL Insecure Content fixer to track down the links and fix the error. Detailed information on resolving Mixed Content Error in WordPress is available on here.

Wrapping Up:

Being a website owner, you need to ensure that your website and network traffic are secured from cyber-criminals. This tutorial will give you a complete picture of the importance of SSL certificate, how to install it, how to move your site from HTTP to HTTPS, things to be taken care of, and how to resolve errors or queries in the transfer process.

I hope this guide suffices in making your site more secure by successfully adding HTTPS and SSL, thus giving a secured environment to your visitors.

The post HTTP to HTTPS in WordPress – Complete User Guide appeared first on WP Fix It.

18 Actionable WordPress Tips for Content Optimization

Posted by on Nov 24, 2020 in SEO Articles | Comments Off on 18 Actionable WordPress Tips for Content Optimization

18 Actionable WordPress Tips for Content Optimization

WordPress is among the most popular formats for producing a website. Roughly 37 percent of all websites on the internet use WordPress to produce their website.

And while WordPress offers bloggers, business owners, and top brands to develop and present their website in a spectacular method, WordPress won’t optimize your website automatically ye WordPress Optimization is critically important.

There is any number of things you can do to help optimize your website bot for the reader as well as the all-mighty search engine algorithms.

Here are some things to consider:

1. Choose the right hosting plan

Okay, in point of fact, this tip isn’t restricted to WordPress sites. It applies to every website no matter how it’s coded.

But a WordPress website that is fast loading is probably the number one tip that all webmasters can agree on.

If you choose a hosting plan where you share your website with another of other websites on the same hosting favour, while you’ll pay less overall, you want your website, no matter how big it is, or how many images or videos you feature, to load within 2 seconds.

Why 2 seconds? Because 47 percent of all customers will expect it, that’s why. And a significant percentage of people will just stop waiting for the site to load over 3 seconds.

While loading speed is significantly affected by some of the other tips involved,

the speed of the server you are using from your host is the most significant factor.

Spend the money to get a hosted site that is fast, and test it often to be sure that

it continues to be fast.

2. Is select the right WordPress Theme

There are thousands of WordPress Themes, most of them free. Unfortunately, many WordPress Themes are coded badly. Choose the right WordPress theme for speed.

Bad coding leads to slowdowns. In general, you want a very fast loading WordPress theme, and perhaps one that is unique and is used by fewer people. This means to consider buying a premium WordPress theme which may have a lot of added features that you won’t get with a free site, and on top of that, you will generally get great customer support.

3. Be careful with the plugins

While plugins can be useful, the vast majority of plugins will significantly slow down your website. Remember, in terms of speed. even milliseconds count.

First, ask yourself carefully, whether any plugin you install is really needed? Then have your website administrator test the loading speed of your website with and without the plugin.

If there is a slowdown, how much? If it’s significant, it better be a heck of a plugin to justify a slower loading website.

4. Empty your trash

This is a common mistake. WordPress comes with a trash bin. And every comment, review, or deleted content that you delete remains in that trash bin until you empty it out.

Go through your trash bin often and save only items that you might truly need later. Get rid of everything else, otherwise, it slows your website delivery down.

5. Get rid of the junk

If you have any type of forum, not only are you likely to experience your share of spam, but also duplicate posts, or revisions, all of which take up plenty of space.

There are certain types of software available to make these routine cleaning tasks automatic and they are well worth the money.

6. Optimize your images

Images are critical to a good website as nobody wants to read just plain type. However, images take up a lot of space.

There are a lot of software programs, many of them free which will significantly compress images while at the same time maintain focus and clarity. Also, simple conversions of a GIF to a PNG file will save data.

Besides compressing images, be sure to rename your files. For example, an image might be labelled IMG_0365.JPG. You may have a perfect idea of what that image is, but Google’s search engines don’t have a clue. Instead, change the name from IMG_0365.JPG to Joe Biden Walking on the Beach and Google’s bots know and can label it.

Whenever possible, use keywords in your image descriptions. And use alt descriptions.

7. Use keywords

Keywords, used in your titles, your subheads, your image files, and graphic files, as well as through your copy are a key part, perhaps the number one part of having your content being found and ranked by Google and other search engines.

Google and other search engines use their own algorithms so that when some customers do a search such as “Best Barbecue place in Austin, Texas, hopefully, Google can quickly search through all of the content to answer the question.

Keywords are a critical part of that search function. The use of keywords is an art in itself, and you will find 65 million results just by typing in the words using keywords for SEO.

Perhaps more money is spent on keyword research than any aspect of Search Engine Optimization.

You can hire local SEO services to do it for you, use tools such as Google analytics, or buy special software that will analyze your keywords and the words of your competitors.

But regardless of how you do it, do analyze and carefully use keywords.

One word of caution though, don’t be caught keyword packing. Google and other search engines will actually downgrade your ranking by overusing keywords. Most SEO experts recommend stick to about 5 keywords.

8. Check your website’s visibility

This is a simple one but sometimes missed. When you are developing your WordPress site, but are only half done, you don’t want visitors coming and seeing a partially complete website.

As a result, WordPress allows you to turn off the visibility of your website until it’s complete. Unfortunately, sometimes people turn it off and forget to turn it back on.

If your website is not showing up in Google rankings, even when you type the exact name of your website into the search, 9 times out of 10, this is the reason why.

9. Use a friendly SEO URL

Supposing you have created a magician’s website that teaches people how to create the illusion that your female assistant is being sawed in half.

A simple URL like in half

leaves no doubt about the subject matter.

However, if you use a URL like, Google has no idea from the URL what the topic is.

10. Verify Your Site with Google Search Console & Submit Your XML Sitemap

Want to know how Google views your website? Of course, you do, and the Google Search Console is the way. It’s a free service and very valuable. To attach the service to your website, go to your Google account, click on the Google Search engine console website, and complete the necessary information.

Google will start tracking the information about your website almost immediately but you will need to verify ownership of the website by supplying certain information from your domain name provider, which you can obtain only from your domain name providers website.

11. Use Optimized Page Headings

The title of your website should be labelled with the H1 Html tag to tell Google what it’s all about.

To avoid confusing Google, use only one H1 Tag. If there are multiple H1 tags, the purpose of the title is confusing.

Do use H2 through H6 tags as necessary, however,

12. Utilize caching to reduce the number of requests on your server

Whenever a customer goes to your website your entire content is called up for your customer to access. Caching allows the memory in your server to remember this request, and if a customer comes back to your website a second or third time, the server does not have to serve up a fresh copy of the request but already has the request available on file.

Caching is fairly easy in WordPress as there are several great plugins that will take care of it. without any problem whatsoever, many of them absolutely free. This is one plugin you absolutely need.

13. Minimize your text files

Content optimization isn’t just about improving website speed and performance with graphic compression tools. You can also compress your website’s files and coding.

When people code, they naturally use spaces to make coding easier to find and understand for others at the back end of your website.

Here’s an example of a typical CSS code snippet:

#blue {

font-size: 1em;

color: blue;


Notice all the spaces that make it easy for a human to read. However, in machine language, all of those spaces are not necessarily.

You can just as soon do without all those spaces resulting in:


There are programs to compress your site’s coding and although in the sample provided, the elimination of perhaps a dozen spaces here and there may not seem like much, over the course of a several hundred lines of code, the server processing your website will flow at a significantly faster speed.

14. Use a content delivery network to deliver large files.

A Content Delivery Network uses different proxy servers to spread geographically to supply data. By having servers as close to the customer as possible, you definitely speed up delivery, particularly for large files such as video.

Not every hosting service provides a content delivery network as it involves having servers in multiple locations around the world, but particularly where you are dealing with lots of large files or dealing with customers from all over the world, having access to a content delivery network is a terrific way to speed things up, even if you have to pay more to your hosting company for the privilege.

15. Always Keep Your Plugins, Themes, and WordPress Software Updated

Things in WordPress move fast and there are often updates to plugins, themes, or WordPress software.

The vast majority of these updates are to fix security issues, one reason why you want to update as soon as possible.

However, keeping everything updated will also make your website run faster. Also, make sure you have updated and are using the latest version of PHP.

By continually updating, you ensure the core WordPress Software and the themes and plugins are totally compatible.

16. Delete unused WordPress Themes and plugins

Many WordPress customers will experiment with different WordPress themes and plugins in order to find the best website for their use.

That’s perfectly okay, however, many people fail as part of their regular site maintenance to eliminate any unused WordPress themes and plugins, which naturally results in a slower website.

Delete everything you don’t need, but at the same time be sure and make back-up copies to ensure you don’t delete anything you truly want.

17. Clean up your media files and library

The older a WordPress site, the more likely there may be hundreds of media files you no longer used but are clogging up your server.

Fortunately, there are plugins for that too, plugins that will go through your files and identify every media image not being used on your website and then dumps them in the trash bin.

Once this takes place, you need to go through the trash bin and verify every file that needs to be deleted when you empty your trash.

Naturally, if you have 800 media files in your trash until you delete them entirely, they will still slow down your website, but you can readily recover any file you wish to save.

18. Use Excerpts

By default, WordPress displays the full content of every article and archives. Every savvy WordPress user knows that most people scan websites predominantly and only read the article of interest.

So instead of loading a full article everywhere on your website, use highlighted excerpts, enough to give the reader enough information whether they really want to read the article or not.

Remember, although other web pages are also affected by speed, it’s your homepage that has to be particularly fast. Once people are intrigued with your content on your homepage, they will generally wait longer for a subsequent page or archive it.

Hopefully these were some great actionable WordPress tips that you can use to drive more traffic to your website.

The post 18 Actionable WordPress Tips for Content Optimization appeared first on WP Fix It.

How to Become a Social Media Manager (Complete Guide for Beginners)

Posted by on Nov 19, 2020 in SEO Articles | Comments Off on How to Become a Social Media Manager (Complete Guide for Beginners)

How to Become a Social Media Manager (Complete Guide for Beginners)

As brands around the world continue to rely on social media to reach their target audience, there is an increasing need for social media managers.

In this guide, you’ll learn how to become a social media manager with no experience. I will break down all the skills you need to develop, where to look for work, and how to best position yourself to land consistent clients.

What does a Social Media Manager do?

Social media managers have a variety of responsibilities when it comes to marketing and building a brand’s online presence. This includes:

Social Listening

Social listening involves monitoring the needs and perceptions of your audience around the web. It also requires social media managers to monitor their brand’s reputation online to be able to quickly solve any issues that affect the image of the company.

Social Influencing

Another important responsibility of social media managers, social influencing consists of establishing the authority of your brand across different social channels. This is usually done through creating, distributing, and sharing valuable and engaging content.

Social Networking

As a social media manager, you will need to find and connect with influential and authoritative figures and brands in your target market. This allows you to reach a larger audience while also strengthening the reputation of your own brand.

Social Selling

Social selling allows you to turn the interest you generate for your brand into a steady flow of leads and customers.

If you are managing an eCommerce business, you can even sell products directly on many social platforms like Instagram and Facebook.

Day to day tasks of a social media manager

Here are some of the common tasks involved in managing a brand’s social media presence.

Scheduling posts
Setting up profiles
Creating graphics
Responding to customer service inquiries
Finding relevant content to share
Optimizing profiles and posts for organic reach
Reporting reach, traffic, and other important metrics to important parties

Social media managers can specialize in their services and do not necessarily need to provide everything on this list but they should be competent enough to give clients a robust service worth the investment.

Clients want to keep things as efficient as possible and do not want to hire a handful of social media managers just to handle basic tasks.

What skills does a social media manager need?

To effectively fulfill all these responsibilities, social media managers need to develop a variety of different skills.

Here are some of the most important skills you will need to become a social media manager:


Social media managers need to do a lot of writing to communicate their brand’s message with their target audience. This makes it important to develop your copywriting skills to be able to write concise copy that grabs your audience’s attention and elicits an emotional response.

Graphic design

Visual content is essential for grabbing your audience’s attention and getting them to engage with your brand. As such, the ability to create stunning graphics is an important part of being a social media manager.

Customer service

Customer service skills are a big part of being a social media manager as they allow you to understand your customers’ concerns and communicate with them on a deeper level.

Customers often have questions, and many tend to turn to social media accounts either in the comments of posts or direct messaging to find answers.

Research skills

As a social media manager, you need to be up to date with all the news and trends related to social media and the digital world. This will allow you to ensure your strategy is best suited for success and that you are not missing out on any new opportunities.

Social Media Manager Salary

How much do Social Media Managers Make?

Social media managers across the world tend to earn a solid income. The amount you can make will depend on your location and level of experience.

Social Media Manager Salary

The average annual salary in the US for social media specialists in 2020 is $62,750

The average annual salary in the US or social media managers in 2020 is $75,750

Like salaried employees, the amount you can earn as a freelance social media manager will vary based on experience.

Less experienced freelancers can earn anywhere between $15 and $50 per hour while intermediate freelancers can make between $50 and $100 per hour.

Resources to Learn More

How much do digital marketers make? A study analyzing the salaries of popular digital marketing jobs, including social media specialists and social media managers.

How to Become a Social Media Manager

Learn Social Media Marketing
Build Your Social Media Presence
Create Business Accounts On Major Social Platforms
Get A Social Media Manager Specialist Job
Build Your Manager Skills
Define Your Services
Learn How To Use Social Media Marketing Tools
Build Your Client Portfolio
Apply For Social Media Manager Jobs
Start Your Own Social Media Marketing Agency
Become A Social Media Freelancer

1. Learn Social Media Marketing

Being successful as a social media manager requires constant learning.

Beyond developing the skills needed to perform the duties of a social media manager, you need to learn the ins and outs of the different social media platforms.

This means mastering the ability to manage both paid promotions and organic outreach on social media channels.

Paid advertising provides a huge opportunity for businesses to reach their target audience and grow their customer base while earning a high return on their investment.

SEO is also important for social media platforms as most function as a search engine of their own. Knowing how to perform keyword research and how to structure your social media content can help you reach a highly relevant audience.

The best way to learn social media marketing and gain the skills needed to run both PPC and organic campaigns effectively is to follow a social media marketing course.

A good course will teach you how to run PPC campaigns without wasting your budget and how to design a social media marketing strategy to take advantage of all available social media channels.

Each platform offers a unique user base and works best with different types of content.

Social Media Platforms Demographics.

The main platforms you will need to master as a social media manager include:


Facebook is a wildly popular social media platform with over 2.5 billion active users. Naturally, it has become a prime marketing asset for all sorts of businesses.

Creating business pages, joining groups, and running paid advertisements are the most common ways to connect and engage with your target audience on the platform.


Instagram allows users to post images and short videos accompanied by comments. Nearly half of all Instagram users are following at least one business and the platform is a popular outlet for learning about brands and products.


LinkedIn is a social network geared towards professionals. Users are focused on business, networking, and high-value and authoritative content like long-form blog posts and thought leadership articles.

The user base consists primarily of an older age group and there are more professionals in high-level positions than on any other platform.


Twitter isn’t as big as Facebook or Instagram but it is still a great tool when it comes to marketing.

The platform is more popular among millennials and is another go-to choice for people looking to learn about brands and businesses.


Pinterest is another image-based platform that functions similar to a search engine.

People use the platform to learn more about their interests, hobbies, and the products they want to buy.

Pinterest’s largest demographic is women with higher incomes and that platform drives a much higher return on investment than other social channels.

2. Build Your Social Media Presence

The best way to develop your abilities as a social media manager is through your own profiles. Your own profiles also provide an effective way to find new clients.

By building a strong online presence you can use your own accounts to display your skills and social media prowess to potential clients.

Whether you plan to work as a freelancer or hold a position with a company, you should create profiles listing your social media services on all the major platforms including Facebook, Twitter, Pinterest, Instagram, and LinkedIn.

You can also use your own accounts to experiment with new tactics before you try them with your clients’ profiles.

Resources to Learn More

How to get followers on Facebook – a comprehensive guide to learn how to increase your Facebook fans. Includes a case study.

3. Create Business Accounts on Major Social Platforms

As a social media manager, you will need an effective way to manage multiple client accounts.

All the popular social media platforms offer business accounts that will allow you to keep all your profiles organized.

Business accounts are also important for the safety of your clients as they give you the ability to access their profiles without them having to give you their login credentials or direct access to their accounts.

Creating business accounts for social media platforms is a straightforward process.

With Facebook, for instance, you will go to to create your Facebook Business Manager account.

Facebook Business Manager

Once there, you will provide some basic information about your business and then link your business’ Facebook page. You will then link any existing Ads Manager accounts so you can manage your paid promotions directly from the Business Manager.

You can add team members to your Business Manager, assigning them different permissions to help you manage your accounts.

With your Business Manager account in place, clients can simply grant you access to their pages and you will be able to manage all your different accounts in a centralized place.

4. Get A Social Media Manager Specialist Job

Working as a social media specialist can help you get the experience needed to become a successful social media manager. With relevant social media experience under your belt, it will also be easier to find work as a freelancer or to find a job as a manager.

The role of a social media specialist is similar to that of a manager and requires many of the same skills.

You will be responsible for leveraging the different social platforms to drive growth for the companies you work for.

This involves researching the target market to decide which platforms present the best opportunities as well as finding and creating relevant content to share.

As you gain more experience you will understand how to handle accounts for different types of clients, putting you in a position to serve as an effective manager in the future.

5. Build Your Manager Skills

Beyond the industry-specific skills needed to support your social media marketing career, being a manager requires its own set of skills. Some of the important abilities you’ll need to master include:


As a social media manager, you need to be able to communicate efficiently with both clients and your own team.

This means being able to clearly articulate your social media strategy and the tactics you will use to reach your goals.

The ability to explain your work can help improve your relationships with clients, ensuring your projects go smoothly.

Time management

To manage a successful social media strategy, you need to be able to manage your time effectively.

As a social media manager, you need to plan and structure campaigns while leading and executing them from start to finish.

To do this for multiple projects simultaneously, you need to develop processes and utilize tools to keep all pieces moving in the right order.

Analytical skills

Being able to look over data and use it to make more informed decisions is essential to being a social media manager.

This allows you to optimize your marketing campaigns, both paid and organic, by focusing on what is working and making changes to what is not.

6. Define Your Services

Once you have developed your social media and management skills, you’ll need to decide what services to provide and how much to charge for your work.

It’s a good practice to focus on a few services to start. This will help you master certain areas quicker and it will be easier to win new clients as having a specialization can help improve your credibility.

Some of the services you can choose to specialize in include:

Paid advertising campaigns
Graphic design
Setting up and optimizing profiles
Customer service and community engagement
Creating and curating content

7. Learn How To Use Social Media Marketing Tools

Managing several social media accounts for multiple clients is a complicated process.

Fortunately, there are many tools available to help you stay organized and streamline the process.

Here are some of the more popular social media marketing tools you’ll want to learn how to use:


Buffer App

Buffer is a popular solution that allows you to schedule posts for every social media platform in advance, all from a single dashboard.

This makes it easy to plan and manage all your content as you can see what you are posting on each social media channel in a single place.

Buffer also provides useful analytics you can use to track the performance of your social media accounts.



Hootsuite is a comprehensive social media management tool that streamlines the process of managing multiple campaigns. Instead of managing each social account in isolation, you can use Hootsuite to oversee them all from a single dashboard.

The platform allows you to schedule posts, collaborate with your team, and track messages and conversations.



Sendible is a powerful social media management tool for those needing to manage a variety of accounts for multiple clients.

It allows you to schedule posts across the different social media platforms and can be used to create an editorial calendar for your blog.

Sendible also makes it easy to track brand mentions so you can quickly respond to anyone engaging with your brand.



Canva is a graphic design tool that allows you to create high-quality visual assets for your social media channels.

It is a popular tool for marketers of all skill levels because it is easy to use even if you have less design experience.

Canva is free to use and comes with thousands of design elements you can add to your graphics along with hundreds of pre-made templates to help you get started.

8. Build Your Client Portfolio

Once you win a few clients, you want to build a portfolio highlighting your work so that you can then share with other prospective clients.

Gaining new clients as a social media manager relies heavily on being able to show what you are able to do and how your services can benefit a company.

Building your own online presence can help to a degree but being able to show potential clients the results you have driven for other companies is a powerful way to build your business quickly.

Build a website detailing the services that you provide. As you gain more clients you can include their logos and add a testimonial to your home page.

You can also write detailed case studies going into the success of your projects in more detail and add these to your blog.

If you’re wondering how to land your first client without having a portfolio to show there are a few ways to do this.

To start, you can provide voluntary work to a non-profit or a friend. You could also offer your services to clients at a very low price.

This can help you get your first set of clients to get the ball rolling for building your social media management business.

9. Apply For Social Media Manager Jobs
Social Media Manager Job Description

If you are more interested in working in a salaried position than working independently, you can get a job as a social media manager at a company or an agency.

There are plenty of online job boards you can use to find open social media manager positions Some popular options include:

Google for Jobs
American Marketing Association

You can also leverage your personal network to see if any of your connections can help you secure an open position.

While a college degree is not necessarily required to get a job as a social media manager, it can increase your chances of securing a position significantly. The most popular degrees among social media managers are marketing, communications, or business.

There are also a number of social media marketing certifications you can get to help you stand out from the crowd. This includes courses from platforms like Facebook, Twitter, and LinkedIn as well as popular tools like HootSuite.

Resources to Learn More

Entry-Level Digital Marketing Jobs – A list of the most popular entry-level marketing jobs (includes salary and job responsibilities).

10. Start Your Own Social Media Marketing Agency

If you want to expand your reach to be able to serve more clients at a time, you can start a social media or a digital marketing agency.

The first decision when setting up your own social media marketing agency is to choose your niche.

You can choose to specialize in a single industry or you can work with clients from a variety of different sectors.

The services to offer will depend on the niche you select and how you want to position yourself in the market.

For example, if you work exclusively with clothing companies, you may want to focus on visual channels like Instagram and Pinterest.

However, if your client base consists of B2B companies, you could focus on LinkedIn and Twitter.

Once you have a better understanding of the type of clients you will target and the services you will offer, you need to begin building your team.

The exact build of your team will depend on the services you choose to provide but generally, you will need to find team members versed in each of the different skills areas important to a social media manager working independently. This includes:

Graphic designers
Project managers
Customer service representatives
News commentator and curator

By hiring a team of people specializing in the different areas of managing social media accounts, you are able to serve more clients at scale.

A drawback to starting your own agency is that you will have more administrative work compared to operating independently as you will have to oversee all your staff and the business as a whole.

11. Become A Social Media Freelancer

If you don’t want to work with a single company or start your own agency, you can work as a social media freelancer.

As a freelancer, you can find your own clients and choose the services that best suit your interests and talents.

Working independently provides a lot of flexibility as you can set your own schedule and work from anywhere.

However, you’ll need to be able to find and win new clients to ensure a consistent flow of revenue.

Pitching plays a big part in this as knowing how to reach out to potential clients with the value of your services can help you find new work.

There are a variety of freelance platforms you can use to find new clients. Some popular networks include:


Key Learnings

Social media experts and managers have a variety of responsibilities including planning and posting content, connecting with influencers and customers, and monitoring what people are saying about the brand across the web.

To perform these duties, social media managers need to develop a number of skills including copywriting, graphic design, research, time management, and communication.

You must learn the ins and outs of each social media platform and the types of audiences that use them.

It is also essential to master different social media tools to plan and manage projects efficiently.

No matter how you choose to start your social media marketing career, you should first build your own profiles. This will help you refine skills and build your online presence.

You can then showcase your abilities to land new clients. As you can gain more clients over time, you can create a portfolio on your website to showcase the results you have driven.

If you want to develop your skills before becoming a manager, you can get a job as a social media consultant or specialist at a company.

As you learn how to run different marketing campaigns effectively, you will be prepared to work as a manager with a company or as a freelancer. You can even start your own agency if you want to serve more clients at scale.

Overall, social media marketing is only going to continue to grow, creating many opportunities for digital marketers to turn their social media skills into meaningful careers.

The post How to Become a Social Media Manager (Complete Guide for Beginners) appeared first on

Business as Unusual: How to Communicate Your New and Updated Services with Google My Business

Posted by on Nov 19, 2020 in SEO Articles | Comments Off on Business as Unusual: How to Communicate Your New and Updated Services with Google My Business

Business as Unusual: How to Communicate Your New and Updated Services with Google My Business

Posted by ktaing

Since the COVID-19 pandemic hit in early 2020, business owners have had to move quickly to make drastic changes in their services to meet searchers’ new needs in a continuously unpredictable landscape.

While “Near me” searches saw a slight drop in early 2020, since then, have maintained a steady increase, further solidifying the need for brands and businesses of all sizes to be present and discoverable online.

During the pandemic, almost a third of shoppers have purchased from a brand that’s new to them. In this article, we’ll explore tactics for surfacing your new or updated services digitally to guide and convert these new searchers during their decision-making process.

What types of questions are searchers asking?
How can I do business with you?

When thinking about your Google My Business profile and adjustments to your information, the most important element is informing searchers how they can do business with you.

You’ll want to ensure all of your core location data is updated. This includes marking whether or not you’re temporarily closed. If you’re open, you should have the most accurate operating hours published.

Furthermore, you should make it as easy as possible for searchers to get in contact with you if they have any questions. This includes making sure your phone number is accurate, monitoring your Q&A section on Google My Business, and enabling messaging if you have the staff to respond. These are all methods that make customers feel connected to you, which will encourage them to convert and purchase from you.

What type of safety precautions are you taking with your customers and staff?

The health and safety of customers and employees is top of mind for all searchers. As a business, this information should be front and center so potential customers can understand how important this is to your organization.

It should be incredibly clear to anyone looking to engage with your business what types of safety precautions and protocols you’re following, and how this could impact their trip to your business or the delivery of your services. These should include things like social distancing measures which may result in long lines, mask requirements, etc. Surfacing this information as early as possible makes the decision to do business with you that much easier.

What types of services are you offering, and are these different than normal?

Businesses and consumers have had to adjust to so many new normals. In order to capture new customers and grow the evangelism of existing ones, remove as much friction as possible by communicating changes up front.

If you’ve made changes to services or products that users have come to rely on you for, make it clear what has changed and how. This is especially true for essential businesses that are growing particularly busy and facing supply chain shortages.

What can all businesses do to communicate updates about new and changing services on Google My Business?
1. Update your attributes

Google has rolled out dozens of highly visible attributes and will continue to introduce new ones. This includes details like whether you offer in-person or online service and appointments, delivery and pick up, and safety measures for in-person shopping. Keep an eye on these and make sure all relevant attributes are applied to your business.

2. Publish services and products

If you have these available for your category, they are a great way to introduce new services and products or highlight your most popular ones.

3. Add Google Posts

Now that Google has temporarily lifted the limit on API access for chains, businesses of all sizes should be leveraging posts. Posts allow you to share timely and relevant updates spanning temporary closures, product and service updates, promotions, and gift card options.

4. Update your images

If your product, service, or location looks different to returning customers, this can cause confusion or disappointment. Don’t underestimate the power of updated imagery on your Google My Business profile. Most smartphones have a high enough quality camera that even snapping a few pictures each week and uploading these will be enough.

5. Publish additional hours

Publishing additional hours sets helps to surface the supplemental offerings you have. These include senior hours, online operating hours, drive through hours, pickup hours, and more.

Industry-specific considerations

One of the most impacted industries, especially from a digital perspective, has been healthcare. Both sick and healthy patients have been forced to rethink how they can access their healthcare needs.

Healthcare organizations are making adjustments to serve existing and new patients. There’s been a large shift to offer telehealth appointments in lieu of in-person for a number of specialties from internal medicine to therapy. Governmental agencies also reported increases in telehealth visits, with a 154% increase in the last week of March 2020 alone.

Based on this data, in early April, Google rolled out a telehealth link for healthcare categories. This enabled healthcare organizations and providers to surface and convert patients with non-emergency needs who are cautious of visiting an office in-person.

Just as critical as launching telehealth support was the introduction of the coronavirus testing facility information on maps and search. Google My Business partnered with a number of third party health and governmental sources, as well as with Castlight to ingest data for new testing sites. The roll out of COVID-19 testing information was a phased approach and has evolved over the last few months. For healthcare organizations offering COVID-19 testing, this is the most relevant and critical service you can add to your Google My Business listing.


For retail businesses, one of the biggest challenges faced over the last few months has likely been inventory fluctuations and ordering methods. This is why businesses of all sizes have been integrating product shopping features and live inventory on their listings. Google even rolled out free product listings in the U.S. to support businesses.

Once retailers have made it easy to see what products are in stock, they’ve had to adjust to support different methods of ordering and pickup. This includes enabling “buy online, pick up in-store”, curbside pickup, and contactless delivery. Google has rolled out attributes to highlight each of these, so businesses should ensure each location’s offerings are reflected.

Financial services

Banks and businesses within the financial service industry have more limited options due to regulations and the nature of their business. In addition to the safety measures they’re taking at their local branches, banking customers have been relying on drive-up support and virtual banking services. By leveraging drive-through and online appointment attributes, as well as by highlighting unique drive-through hours, financial service providers can better help customers understand the ways they can complete their banking.


Restaurants have had to deal with continual and fluctuating mandates that dictate restrictions on how and when they can open. Depending on where the restaurants are located and the guidelines of the area, they have to communicate whether they offer delivery, takeout, and/or dine-in, and what that looks like. Some dine-in has been restricted to outdoor dining only, while others have been restricted to smaller capacities to allow for social distancing.

There are a number of Google My Business features that you can utilize in order to let customers know what dining features you have available. Restaurants should make sure to keep their dine-in, delivery, and take-out attributes updated. Utilizing posts to describe dining accommodations such as outdoor-only or limited indoor capacity can also be helpful for customers. If you’re offering delivery, online orders, or reservations, make sure you’ve reviewed the Online Ordering feature that activates the blue action buttons on your Knowledge Panel.


Businesses of all sizes and industries have made it easier for consumers to engage with them as this pandemic continues to drive changes in everyday life. Follow these tips to make sure your updates are discoverable on your Google My Business profile, where the majority of “near me” searches are happening.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Rudy Giuliani, Link Builder

Posted by on Nov 18, 2020 in SEO Articles | Comments Off on Rudy Giuliani, Link Builder

Rudy Giuliani, Link Builder

Four Seasons Total Landscaping non-brand rankings courtesy of SEMRush:

# of referring domains courtesy of Ahrefs:

If you need a cutting edge content marketer to round out your team, I am pretty sure Rudes will be looking for work some time in January.

The post Rudy Giuliani, Link Builder appeared first on Local SEO Guide.

How to Write PPC Ad Copy Using AI

Posted by on Nov 17, 2020 in SEO Articles | Comments Off on How to Write PPC Ad Copy Using AI

How to Write PPC Ad Copy Using AI

It’s no secret: the world of PPC advertising is not for the faint-hearted. If you don’t know what you’re doing, you could end up throwing money down the drain.

How can you increase the chances of the right people clicking on your ads? You need to learn how to write ad copy that converts.

Thankfully, technological advancements like artificial intelligence (AI) are here to save the day. AI tools can help you write ad copy that produces results.

How Can Artificial Intelligence Help Your PPC Campaigns?

Just so we’re on the same page, let’s quickly look at a simple definition of AI.

Artificial intelligence (AI) is a multidisciplinary branch of science that includes machine learning (ML), natural language processing (NLP), deep learning, and many other emerging technologies.

The main benefits of AI when it comes to creating compelling PPC ad copy include:

Unmatched data processing powerAbility to better “predict” click-through rates and quality scoresIdentify bids that will get the most trafficSaves you time managing campaigns

However, no matter how much data you have at your fingertips and how well you can identify lucrative bids, all that will be to no avail if your ad copy sucks.

AI can help you with that. I’ll show you how below.

6 Ways AI Can Help You Write Good PPC Ad Copy

Many tools can help you write ad copy. However, many AI-powered tools have one huge advantage: unlike their predecessors that relied on historical data, AI-powered tools give you real-time data. This process allows you to refine your copy to better suit the market situation when the content is created and published.

These are tips that will help optimize your ad copy, whether you’re advertising on Google, Bing, Facebook, or any other of the myriad platforms available.

Use AI for Audience Research

The very first thing you need to do before writing ad copy is to understand your target audience. The key to successful ad copy is to know not only who your target audience is, but also to know:

What they’re looking forWhy they’re looking for it

In short, understanding your audience will help you understand the intent behind your prospect’s search. Knowing this could help you write personalized ad copy that will resonate with your audience, eliciting a click through to your offer.

It will also help you create ads that are so targeted that only the right people will click on them. Additionally, it will help you write ad copy that addresses any objections your audience may have.

When you know how to write ad copy that speaks directly to your audience, you’ll likely enjoy a reduction in wasted clicks and an increase in your return on ad spend (ROAS).

How do you get to know your audience? This process is where AI shines best.

AI-powered audience research tools like IBM’s Watson are great for helping you with predictive audiences. These consumers may not look anything alike but have some common threads that make them relevant targets for your PPC ads. By processing data from multiple sources, AI helps you understand the type of people you should target with your ads.

These insights help you significantly reduce the risk of ad waste, as your ad copy will be hyper-personalized, making it appealing to the right people. With ad spend steadily increasing across all industries, AI will help ensure that you get a good ROI from your campaigns.

Conduct Competitor Research Using AI

Before you put pen to paper, you must study the competitive environment.

You must conduct competitor research. This data will help you understand (among other things):

The type of ad copy that generates clicksAd formats that work best in your nicheOpportunities your competitors are missing that you can leverage

The data you get from your competitors’ ad campaigns is invaluable in helping you know how to write ad copy that will perform exceptionally well.

This process is where AI-powered competitor research tools like Adthena come to play.

By gaining insights into your competitors’ PPC activity and market shifts, you’ll be better armed to write compelling PPC ad copy.

The real-time data AI technologies provide may help you gain or keep a corner the market by ensuring you’re up-to-date with trends and news that affect your market audience. Real-time data is also essential when conducting competitor analysis, as any lag in time could result in the competition cornering the market.

Don’t delay to get on the AI bandwagon, especially when it comes to writing ad copy.

AI Can Help You Discover Keyword Opportunities

Everyone knows keywords are the foundation of every good PPC campaign. Unfortunately, with more businesses vying for the same target audience, relevant keyword opportunities are becoming harder to find.

AI can help.

With the competition for profitable keywords being uber-stiff, normal keyword research just doesn’t cut it anymore. You must leverage AI to help you uncover hidden keyword gems.  

This fact is especially true since keyword research for SEO and PPC is not the same. For PPC, your money rides or sinks on the keywords you use. That’s why you must find keywords that will give you a good return when you bid for them.

AI-powered tools like BrightEdge, for example, not only help you discover profitable keywords but are also able to give insight into the intent behind those keywords.

Because they offer real-time data, you are in a better position to write ad copy based on keyword opportunities as they arise. Of course, this will give you an edge over the competition, as your ads will have a better chance of being served to users while keeping your ad spend low.  

Headline Optimization Is Easy with AI

Saying that your headline is a critical part of your ad copy is an understatement. Its value can never be overstated because it’s your first chance to hook your customers.

If your headers are poorly crafted, users will just scroll past your ad. But if you write your headline well, it will stop them from scrolling so they look at the rest of your ad copy. AI can help you craft headlines that stop people in their tracks by helping you write headlines that result in much-coveted clicks.

A great example is Persado. The AI-powered copywriting tool helped Chase Bank increase the CTR on their ads by as much as 450%. How? By crafting headlines that resonate more with their target audience.

There are AI-powered tools that are designed to help you optimize your headers to elicit users to click on your ads.

The success of your ad campaigns rides on your headlines.

The next part users look at is the ad description.

Use AI to Nail Your Ad Description

Next to your headline, your ad description is the most crucial part of your ad copy. While the headline is the hook that grabs your prospect’s attention, your ad description is the sales pitch that gets them to click on your ad.

However, there’s a catch: you have a limited number of characters to use to convince your prospects to click-through to your offer. This means every character counts. It must help elicit a positive reaction from users. That’s why you must make sure you know how to write ad copy that drives clicks.

Fortunately, AI can help you write compelling ad copy.

With AI copywriting tools like Phrasee, you don’t have to guess what kind of copy works.

Using machine learning and gathering data from different platforms, AI copywriting tools have “mastered” the art of writing great ad copy.

Using machine learning (ML), natural language generation (NLG), deep learning, and other technologies, AI-powered copywriting tools can help you create compelling ad copy that stands out from the crowd. AI takes into consideration many facets, such as language, semantics, sentence structure, and a whole lot more to help you create optimized ad copy at scale.

Another great AI-powered ad creation tool you can consider is CopyAI.

Copy AI is designed to take the grunt work out of brainstorming unique ad ideas. It will help you increase your ROAS by helping you come up with relevant audience-based copy that your customers won’t be able to resist. The deep learning platform that powers CopyAI can personalize your ad copy to suit any holiday, occasion, or campaign.

AI-powered copywriting tools are a great way to save time and money as they work faster and more efficiently. And at the end of the day, they’ll help you boost your bottom line.

Calls-to-Action: AI Can Help With That Too

Calls-to-action (CTAs) are a tricky part of writing ad copy. That’s because your CTA is usually made up of 2-5 words to inspire people to take action.

While platforms like Google and Facebook give you some CTA options to choose from as you create your campaigns, it’s always better to create your own CTAs. After all, if you use the options generated by search engines and social media platforms, you won’t stand out from the competition.

Your CTA plays a crucial role in pushing your prospects across the finish line. As such, give it careful consideration. You may get every other element of your ad copy correct, but if your CTA is weak, your hard work will be in vain.

What makes for a strong clickable CTA? One word: personalization.

Different audiences respond differently to CTAs. That’s why you must pay special attention to the language your audience uses and try as much as possible to implement it in your CTAs. This is one area where audience research pays off because it helps you craft personalized CTAs. Studies show that personalized CTAs perform up to 202% better than generic ones.

Note: make sure to create a different CTA for each campaign. Don’t just regurgitate past CTAs, even if they worked well in previous campaigns.

Yes, it may be a lot of work if you do it manually. That’s why you shouldn’t do it manually; use AI instead.

Again, tools like Persado make creating impactful CTAs easier.

Leveraging data such as sentiment analysis (or emotion AI), AI-powered tools help you create CTAs that tug at your prospects’ heartstrings. Of course, every marketer knows that it is easier to loosen your prospects’ purse strings if you can do that.

By leveraging AI in crafting your CTAs, you increase your ad copy’s chances of achieving its goal of boosting your bottom line.


It’s impossible to ignore AI as a digital marketer. It’s everywhere around us. From AI SEO to AI in website design, every facet of digital marketing is becoming more efficient thanks to artificial intelligence.

As a marketer, if you’re looking to know how to write ad copy that converts, you must lean heavily on AI-powered tools to help you. From the planning stage to deployment, AI can help you optimize every part of your PPC ad campaigns.

Though remember: without good ad copy, your ad spend will be wasted. How do you write good ad copy? By using AI.

Sure, AI may not be able to handle the creative side of writing ad copy completely alone. However, it does go a long way in helping you create ad copy that sells.

Are you ready to embrace the power of AI in your ad copy creation?

The post How to Write PPC Ad Copy Using AI appeared first on Neil Patel.

Concrete steps marketers should take now to get ready for CA’s CPRA in 2023

Posted by on Nov 12, 2020 in SEO Articles | Comments Off on Concrete steps marketers should take now to get ready for CA’s CPRA in 2023

Last week California voters passed Proposition 24, the California Privacy Rights and Enforcement Act (CPRA). It builds upon the California Consumer Privacy Act (CCPA), which only went into effect this year. CPRA is slated to replace it in 2023.

Among other things, CPRA expands the types of data covered (any data “shared” with third parties); it also spells out specific categories of sensitive personal information that require special attention. It enables consumers (and employees) to opt-out of “automated decision making technology” (machine learning). And it creates a dedicated enforcement agency to ensure compliance.

We asked a number of digital marketers and technology companies to offer concrete advice for brands, publishers and advertisers about what they could or should do now to prepare for CPRA. Our experts included Cillian Kieran, Ethyca CEO; Simon Poulton, VP of Digital Intelligence at Wpromote; Kristina Podnar, Digital Policy Consultant; Gowthaman Ragothaman, CEO of Aqilliz; and Heidi Bullock, CMO at Tealium.

Kristina Podnar, Digital Policy Consultant & Author

Introduce/Increase transparency. CPRA introduces a slew of new requirements around data uses aimed at increased transparency. This will be a bit of a GDPR throwback for marketers who went through adaptation for that regulation. But for any marketer not yet subject to GDPR, this will be a tough hill to climb. Businesses should start paying attention to data privacy by design and governance practices. Specifically, pay attention to data minimization. In other words, only collect the information you need to do the things you say you will do for the user, tell the user how long you will keep their data, don’t extend beyond that timeframe for your own marketing needs, and only do with the data what you told the user you will do with it. Marketers will need to start paying attention to what data they collect, why they collect it, and how they manage that data throughout its lifecycle.

Show what you do and don’t control. Most digital marketers are oblivious to the AI and ML advances in the marketing stack, focusing only on the front-end functionality and desired customer experience outcome. That will need to change as a result of CPRA, which now recognizes the need for increased regulation around this machine-driven capability. Marketers will now need to tell users if they are profiling them and serving up advertisements and promotions using these capabilities. Businesses need to adjust for the cross-device, cross-channel, cross-business tracking and selling that is in place today. Why? Because under CPRA users can now say “don’t track me in that way.” This should remove the “creepy” noise from the marketing system from a user perspective. However it will certainly make it tougher for marketers and cause more business to move to a zero and first party data model.

Stop controlling users. Related to the above, CPRA specifically limits businesses from engaging users in any cross-context behavior advertising. In other words, marketers need to be transparent and can no longer push users towards services or products in a passive way (e.g., marketers can’t use dark patterns for collecting agreement/consent). The task here is for marketers to rethink consent structures, including CMPs, to avoid dark patterns and implied consents that are ubiquitous today.

Simon Poulton, VP of Digital Intelligence at Wpromote

Be CCPA compliant. Since CPRA will not take effect until 2023, focus on being CCPA compliant in the immediate future (if you’re not already). In many cases, CPRA expands on what is covered by CCPA, so compliance here will still be a step in the right direction. It should be noted that all regulations covered within CPRA will be applied to all data collected from January 1st, 2022 onwards. 

Sharing = Selling. Under CCPA, some brands (e.g., Starbucks) explicitly stated that they did not view the sharing of data as selling. This is now clearly defined, and brands should be mindful of all data-sharing points. 

Inventory your cookies. If you haven’t already, now is a great time to review all of the cookies and data-sharing functions that exist on your website and catalog what they do. It’s likely your legal teams will need to review these sooner rather than later. 

Cillian Kieran, Founder and CEO of Ethyca

Review your ability to categorize data you collect, process or store. There’s lots more nuance in CPRA about how user data is categorized, and processors — including marketers — need to be able to treat different categories of personal information discreetly. An obvious example is the introduction of sensitive personal information (SPI). CPRA allows users to designate that their SPI be used only for the essential delivery of a good or service. This requires finer-grained control for data flows in backend systems. 

Review all contracts , whether you’re the contractor or contractee. CPRA requires a much greater level of specificity regarding your data relationships with partners. Any subcontractor used by a CPRA-bound business must also be able to offer CPRA-level privacy protections. Per IAPP, “Third parties, service providers or contractors [must] enter into an agreement binding the recipient to the same level of privacy protection as provided by the act, granting the business rights to take reasonable and appropriate steps to remediate unauthorized use, and requiring the recipient to notify the business if can no longer comply.”

We’ll leave you with one that’s, on the surface, a bit simpler (although you’ll need to spend plenty of time re-examining data “sales” vs data “sharing”). That “Do Not Sell My Personal Information” link you placed on the homepage, tweak it to read: “Do Not Sell Or Share My Personal Information.”

Gowthaman Ragothaman, CEO at Aqilliz

Leaving third-party data — for good. A significant revision in the CPRA pertains to the amendment to the CCPA’s “Do Not Sell” clause which now covers the practice of data sharing, often leveraged as part of cross-site behavioral advertising and audience targeting. 

For marketers and big tech firms alike, who are already beginning to grapple with the impending obsolescence of third-party cookies, this should come as no surprise. At this stage, marketers should already be exploring alternatives to limit the use of third-party data for audience targeting. Investing in strategic partnerships with publisher networks that have gone on to develop first-party data pools of their own or joining data federations will be essential. Marketers must also adequately vet publisher partners to ensure that data is being obtained in a conspicuous, ethical manner.

Keeping count. Similar to the European Union’s General Data Protection Regulation, CPRA demands far more stringent reporting requirements, mirroring the GDPR’s clause on the Record of Processing Activities. Firms will be responsible to disclose all the information collected about a given consumer, directly or indirectly, irrespective of where data sharing took place.

In light of this, marketers should be prepared to bolster existing tech investments to incorporate record-keeping tools. Now, more than ever, due diligence will be key. Having a historical record of the data throughout its entire lifecycle, will be crucial in ensuring that marketers are sufficiently prepared for the more rigorous reporting and disclosure required under CPRA.

Focusing on what’s necessary, rather than what’s nice to have. The CPRA has also widened the scope of what it defines as “sensitive personal information.” Beyond financial account information such as credit card numbers and government-issued identifiers, this now also expands to include racial or ethnic origin, sexual orientation, religious beliefs, and perhaps most significantly, “precise geolocation,” which is key for audience targeting. Under the CPRA, consumers will now have the ability to limit both the use and disclosure of sensitive personal information. 

As marketers look to the future of audience segmentation and targeting efforts, significant changes will need to be made. Though the industry has historically reveled in a mindset of data abundance, marketers will need to make a crucial shift in thinking by taking data minimization to heart. In order to ensure adequate data minimization practices, businesses should not only reexamine their data retention practices for appropriate retention times, but also consider integrating data, storage, and purpose minimization into their data management strategies. Opt-out options for the collection and use of sensitive personal information should also be included. Audience engagement strategies will need to be re-defined and to go a step further. Tech vendors and infrastructures should also now be selected on the basis of better enabling a culture of data minimization. 

Heidi Bullock, CMO at Tealium

Understand your data alongside consent. Brands need to know the exact content and source of their data, especially as we face a future filled with myriad new regulations. This includes pinpointing the types of data being collected — from call center to email and website data — and how that data flows across the company. Other factors to consider include, where the data originates, how it’s stored and how it’s being used by the brand. All of this needs to be done in the context of the individual consent that’s collected with it, which lays out the rules for how each person’s data can be used.

Update brand policies. It’s good to revisit CCPA policies and ensure all processes are updated to adhere to the newest regulations, including the CPRA’s new right to correction. Ensuring that policies still align with and are clear for employees and consumers helps maintain an overarching understanding of privacy across the brand. 

Maintain consumer trust. This is pivotal, especially since these regulations are in the best interest of consumers. A recent Tealium study found that, pre-COVID, 91% of consumers wanted the state or federal government to adopt strict regulations to protect their data.

Acknowledge new governance concepts. CPRA now limits the time brands can hold onto personal information in a new storage limitation requirement, so it’s important to consider this timeline when collecting, utilizing or sharing consumer data to ensure it remains within a reasonable window. The ability to govern data at an individual level in an automated, real-time manner will be critical for companies to comply with these new concepts.

Designate a privacy expert. As more and more regulations surface, it becomes crucial for brands to assign tasks internally to remain both accountable and organized. Internal processes are just as important as consumer-facing communications. Privacy experts with deep understanding for Martech are now more needed than ever, as the complexity of Martech alone kept companies busy beforehand.

The post Concrete steps marketers should take now to get ready for CA’s CPRA in 2023 appeared first on Search Engine Land.