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Here’s What You Should Do When Your Search Rankings Drop

Posted by on Aug 24, 2020 in SEO Articles | Comments Off on Here’s What You Should Do When Your Search Rankings Drop

Here’s What You Should Do When Your Search Rankings Drop

If you’ve ever done SEO, you know how good it feels to see your rankings go up.

You put a ton of hard work into moving up in the SERPs and it finally pays off.

But then the unexpected happens. Your rankings drop.

Few things in SEO are more discouraging than a fall in the rankings. It makes you feel like everything you did was useless.

You wonder what went wrong or if you made a mistake. You beat yourself up for not doing it right.

You’re back to square one again, and you have to start all over.

Or do you?

In my experience, that’s not always the case.

My rankings have dropped more times than I can count. At first, I panicked.

As I learned more, I found out that it’s not the end of the world if you go down a position or two. It’s obviously not ideal, but there’s a lot you can do to fix it.

That’s what I’m going to show you today. Even if your rankings are where you want them to be, you need to be aware of how to bring them back up when they drop (because they will).

Analyze the drop

Before you take action to raise your rankings, you need to track your rankings, ideally on a daily basis so you can see if they are increasing or decreasing.

The reason you want to track your rankings on a daily basis is that Google makes 3200 algorithm changes per year, which is a bit more than 8 algorithm changes per day.

Hence you don’t really have a choice but to track your rankings daily.

So how do you do that?

First, you’ll want to head to the Ubersuggest dashboard and click on “Add Your First Project”.

It’s as simple as adding in your URL.

Then select the locations you do business in and want traffic from.

Then add in the keywords you currently rank for or want to go after.

And of course, set up your traffic preferences. Make sure you select “daily” rank tracking and you turn on mobile rank tracking.

And then you’ll be good to go.

Then you will be notified via email when your rankings go down (or up) as there is no way you are going to have the time to manually check every day.

Or when you log into your Ubersuggest dashboard you’ll see an updated view of your site:

And then when you drill down into your rankings you’ll see a report of what is increasing or decreasing.

Now when looking at your rankings it is normal for them to fluctuate a few spots here or there… but if you see all of your rankings all of a sudden drop, then you know you need to do something.

Did you get penalized?

In most cases, your site has not been penalized and you don’t need to worry about this.

If you didn’t do anything fishy like “buying links” you don’t really need to worry about a penalty.

If you are unsure, read through this list and ask yourself if your site is guilty of any of these SEO sins. If so, identify the problems and take steps to fix them.

Even if you haven’t done anything on that list, you could still have gotten a penalty. Google’s algorithms are updated frequently, and they’re incredibly complex.

They take hundreds of factors into account when considering ranking. One day, your site might not deserve a penalty, and the next, it might.

It’s important to understand the types of penalties: manual and algorithmic.

Source: Slideshare.net

Manual penalties are given out by Google’s webspam team when they get alerted of suspicious activity.

This could be the result of having unnatural links, or someone could have filed a spam report against you.

If you’ve received a manual penalty, you should have gotten a notification in Google Webmaster Tools. Here’s an example of a message about unnatural links:

The other type of penalty is an algorithmic penalty.

These penalties are harder to track because there’s no definitive way of knowing you received one.

To determine if you’ve gotten an algorithmic penalty, you have to understand how Google’s algorithms work.

If you find that you’re doing something an algorithm doesn’t like, there’s a good chance you’ve gotten a penalty. But you also have to think about new penalties.

If your rankings dropped randomly, check Moz’s handy directory of Google’s algorithm updates to see if there’s a new one at work.

A new algorithm could be the reason why you’re seeing lower rankings. If that happens, research the algorithm and find out what it’s penalizing.

One cool way to keep track of new penalties (and a bunch of other Google-related stuff) is to follow Gary Illyes, John Mueller, and Google Webmasters on Twitter.

Gary and John, in particular, give out a ton of awesome advice, and you can often find them talking with other Twitter users.

You can even ask them a question directly and get it answered… you may not get a response, but it is worth a shot.

Do you have link problems?

This is a big one.

Think of links as the currency of SEO. It’s essentially how you “gain” authority.

So it’s no surprise that a strong link profile is correlated with high rankings.

The flipside is that a weak link profile is correlated with low rankings.

I spend lots of time working with clients on SEO, and I’ve seen lots of sites that have numerous link problems.

Usually, the business isn’t aware.

That’s because weak links are the silent killer of SEO. That’s why you need to make sure your link profile is robust.

First, conduct a link audit of your site. Here’s a step-by-step guide on how to do that.

For the short version, use a backlink analysis tool like SEMrush Backlink Checker to see where your bad links are.

When you find bad links, contact those sites and nicely ask them to remove the link. If that doesn’t work, use Google’s Disavow tool as a last resort.

However, I’ve found that about 90% of the time, conducting a backlink audit will help you find bad links.

But there’s a problem here. Often, the reasons behind link problems aren’t so obvious.

If your link profile looks okay after an audit, there could still be problems. Here are a few of the issues your link profile could be facing.

Losing links

Did you know you can lose links? Both internal and external links?

It could be the cause of your ranking drop as well.

Yep, you can lose internal links even if it’s to content you already own.

Let’s talk about those first.

If you often relaunch, rebrand, or redesign your site, you may lose some links along the way.

Why does this happen?

It has to do with redirects and transitioning your site over smoothly.

Let’s talk about site transitions first. If you deleted an old blog post, then links to that post aren’t going to work. In turn, this will weaken the internal linking structure of your site and compromise your SEO.

You’ll have one less link, which is removing a part of your internal linking network.

This isn’t optimal because it means two things:

You’ll have to fix the linkYou’ll have less content on your site to link to. That’s why I recommend not deleting content unless you absolutely have to. You can always update it.

That’s just one example of a lost link.

Another reason you could lose an internal link is a faulty redirect.

This often happens with 301 redirects. I’ve talked about 301s before, but there’s a unique issue you need to be aware of.

Because a 301 is called a permanent redirect, lots of people assume that the redirect will always work.

But it doesn’t.

Here’s precisely how a 301 redirect works:

If you just set up a new site, you can 301 from the old domain to the new one without a hitch. The issue is when you revamp your site more than once.

That’s because redirects from older versions of a site are rarely passed on to newer ones.

On top of that, if you get a new domain and an older domain expires, it could cause a significant loss in traffic because the 301s will no longer work.

It’s messy.

If you discover a bad 301 giving you problems, you need to fix that.

First, you need to find the target links your 301s are trying to go to.

If those links are dead, you’ll most likely need to remove the link.

You could also put the old content back up or create new content to keep the link on your page. This is a good idea if the page in question gets a lot of traffic.

You need to do what’s best for your visitors. If they’ll miss out on great, comprehensive content, you should make sure that content is still on your site.

You should also check for broken links. You can use a tool like deadlinkchecker.com to do this:

Ideally, you want to see no errors:

But if you do see errors, you’ll be able to see the URLs that aren’t behaving correctly:

But what about outbound links? If you find an outbound link that no longer works, just remove it and replace it by linking to another authority site.

Finally, let’s talk about backlinks you’ve gotten from other sites.

Go here and type in your URL.

If you see your link chart going up and to the right, you are fine. If it is going down, then we have to fix it. For example, using Ubersuggest you can see which sites don’t link to your anymore.

And for those sites, you can use a template like this one to get those links back:

Hi [Name of site owner],

I hope you’re doing well!

You linked to my site a while back, and I want to thank you for that. However, it looks like the link is actually gone.

The link appeared in your [piece of content/page here], but it seems that it’s not there anymore.

Here’s the page on my site you linked to: [Link URL here]

If you could put the link back up, I’d really appreciate it. I’m a big fan of your site, and it’d be my pleasure to return the favor if I can.

Sincerely,

[Your name]

Most people will ignore you, but a percentage of the people you email will link back.

Polish up your site

If all else fails, you might need to spend some time improving your site.

I’m talking about design, user experience, and speed. Each of these is integral to a site that performs and ranks well.

I’ll go over each category briefly:

Design

Having a mobile-friendly design is important as there are more searches on mobile devices using Google than there are for desktop.

If you’re not considering mobile users first, you need to start doing that.

Having a mobile-optimized site isn’t as simple as making sure your site is responsive. That’s definitely important, and you should do that, but it’s not enough by itself.

Think about making all of your content mobile-friendly.

There’s one big reason you should focus on this. Google has a mobile-first index. That alone should be more than enough to persuade you to focus on mobile-first design.

You might want to read my article on mobile usability for more information on this.

User experience (UX)

This is another reason why a responsive design is so important.

Your mobile users should have a great experience that’s designed for mobile devices. Similarly, your desktop users should have a great experience that’s designed for desktops.

If your UX is bad either way, you will lose visitors.

If you take a look at the most popular sites in your niche, you’ll notice that 9 times out of 10, they’ll have great UX.

Say you’re in SaaS. Without a doubt, Salesforce is one of the biggest SaaS players in the niche.

And sure enough, their desktop and mobile UX is fantastic.

Desktop:

Mobile:

This is what you should strive for when polishing your own site.

Speed

Search engines (and people) love fast-loading pages. In fact, 47% of customers expect a page to load in 2 seconds or less.

So if your site speed is longer than 2 seconds, you could lose traffic.

Yikes.

Making your site faster is a long-term strategy. You have to monitor your site and make sure nothing’s dragging it down.

Start by adding compression.

Next, make sure your server has adequate speed. It should be no longer than 200 milliseconds.

You can test your site speed by using Ubersuggest’s “Site Audit” feature. Type in your URL and click “Search.”

From there, click “Site Audit” in the left sidebar and scroll down to “Site Speed.” Here’s what you’ll see:

There are tons of factors that can cause slow site speed, so the best way to prevent slowness is to keep your site as lightweight as possible. And Ubersuggest will break down how to do that and what to fix.

As a rule of thumb, if you have anything unnecessary on your site, remove it so your speed is the best it can be.

Don’t forget about content

Through Ubersuggest we track millions of popular sites around the world to get better data insights on algorithm changes.

We know for certain that 641 sites we track are updating old content on a daily basis.

Can you guess how many of them saw a search traffic dip of 10% or more from the last algorithm update?

Only 38! That’s 5.92%, which is extremely low.

What’s crazy, though, is that 187 sites saw an increase in their search traffic of 10% or more.

So make sure you are keeping your old content up to date. Because why would Google want to rank old, stale content, when they can rank something fresh and useful for people?

Another strategy I love to deploy is to expand my content that is already ranking well.

For example, lets say you rank for the term “digital marketing”.

You’ll want to head to Ubersuggest and type in the phrase “digital marketing”. You’ll see a report that looks like this:

From there in the left navigation bar, click on “keyword ideas”.

You should now see a report that looks like:

This will give you a list of keywords that are similar, longer tail terms that also are searched frequently.

If you rank for the main term, it is easy to also rank for the longer tail terms. So make sure you add the relevant ones to your content.

It may seem tedious, but go through 100s if not 1000s of keywords in the keyword ideas report as it will allow you to get quick traffic gains.

When adding in the new keywords into your content, don’t just stuff them in there. It has to flow naturally and make sense for your website visitor.

And if you can’t make it make sense for a particular keyword, don’t do it… put the user first. Remember you are writing for humans, not Google.

Now the strategy I broke down here may seem simple and silly, but it’s one of the big reasons on why I am getting roughly 9 million visitors a month.

Conclusion

Going down a position or two in the rankings happens to the best of us.

It’s even happened to me.

If this happens, don’t panic.

Almost every client I’ve had who’s experienced a loss of rankings got really scared when it happened.

You probably felt this way too. But you don’t need to worry.

You can easily bounce back from a ranking drop.

Don’t believe me? Give these strategies a try. These aren’t just little tips. They’re tried-and-true methods that will help you reclaim your spot on Google.

No one deserves to lose ranking when they have an amazing site that users love. What’s more, it’s easy to fix.

Don’t let the initial shock stop you from getting your ranking back.

So, when was the last time your rankings dropped?

The post Here’s What You Should Do When Your Search Rankings Drop appeared first on Neil Patel.

China Still Censoring Google, Now Globally

Posted by on Aug 24, 2020 in SEO Articles | Comments Off on China Still Censoring Google, Now Globally

China Still Censoring Google, Now Globally

Google Gets Out of China

In March of 2010 Google announced they would no longer censor their search results for China:

earlier today we stopped censoring our search services—Google Search, Google News, and Google Images—on Google.cn. Users visiting Google.cn are now being redirected to Google.com.hk, where we are offering uncensored search in simplified Chinese, specifically designed for users in mainland China and delivered via our servers in Hong Kong.

While the move was pitched as altruistic, it came only after the state put their thumb on the scales to promote domestic competitor Baidu in part by periodically blocking Google search from working.

The Value of Leaving China

By leaving China on their own accord, Google controlled the narrative for investors. They didn’t “lose” a market, they chose to not operate in a market.

If you are destined to lose due to political interference, you may as well look principled in the process. The idea of staying the course (being highly compromised while also losing) would have lowered Google’s leverage (over publishers and governments) as well as their brand value elsewhere.

Think of how long Google has kept the EU at bay in terms of their anti-competitive practices in search.

Countries like France and Australia are just now beginning to require payment to publishers from Google.

In spite of being in fifth place with about 2% search marketshare in China, one could easily argue that today Google is *still* being censored by China, except now it is global.

Official != Legitimate

Whenever there is a crisis Google has the ability to adjust their news algorithms (and rankings on other sources like YouTube) to prefer authoritative sources. If China lies but gives a direct quote that is an official response which can be reported in the media. Speculating, on the other hand, is not news, and thus is not likely to be done at scale on official sources.

The WHO parroted the official line of the Chinese Communist Party for months before sending in a team to begin investigating the virus which was quietly spreading globally in the background. This is evil (or, more charitably, ill-informed) their advice was:

Tedros said there was no need for measures that “unnecessarily interfere with international travel and trade,” and he specifically said that stopping flights and restricting Chinese travel abroad was “counter-productive” to fighting the global spread of the virus.

Evidence is Backward Looking

Promoting “consistent, evidence-based” risk control is utterly stupid because the evidence that you are dead only appears after you die.

It is not a game of 50/50 chance.

One outcome is death. And at the other end of the spectrum you spent $15 needlessly on a facemask.

How lowly must you view the value of a human life to determine a $15 spend on risk mitigation is reckless behavior?

Don’t exceed the global standards based on China’s misinformation. OR ELSE!!!

WHO can hold countries to account when they needlessly exceed these global standards. This is critical to ensuring the international response is evidence-based, measured & balanced to protect human health in ways that are neither over-reactive nor under-reactive.

– Dr Houssin pic.twitter.com/HaRMNXpmOb— World Health Organization (WHO) (@WHO) January 30, 2020

Evidence is backward looking even if the sources are not lying scum. When lying is vital to maintaining political power many people die while waiting on the true.

Can anyone who followed official anti-warnings get a refund on their death?

Better luck next life?

Evidence

Later, as evidence emerged, we find that wearing a facemask is a great idea, in spite of early media reports they would not help you.
Later, as evidence emerged, we find the WHO sponsored doctors who published studies which showed official Chinese numbers were bogus.
Later, as evidence emerged, we learn that the CCP are lying, jackbooted thugs. They had coronavirus research destroyed, arrested doctors who mentioned the issue, and held secret internal meetings discussing human to human transmission even as the WHO stated the risk was low & there was no clear evidence of human-to-human transmission, so there should be no restrictions on international travel.
Later, as evidence emerged, we find that closing borders is a great idea – even China does it. Of course early media reports were to not be xenophobic or racist and accept this global problem: “Ultimately some pandemic responses will require opening borders, not closing them. At some point the expectation that any area will escape effects of COVID-19 must be abandoned: The disease must be seen as everyone’s problem.”
Later, as evidence emerged, we learn that Taiwan warned the WHO of human to human transmission last December.
Later, as evidence emerged, we learned that WHO representatives Bruce Aylward hung up on a journalist who brought up the topic of Taiwan. This problem got “solved” by the news organization being reprimanded.

‼️WOW‼️ Bruce Aylward/@WHO did an interview with HK’s @rthk_news & when asked about #Taiwan he pretended not to hear the question. The journalist asks again & he hangs up!

She calls back & he said “Well, we’ve already talked about China.”

ENJOY+SHARE THE MADNESS! #CoronaVirus pic.twitter.com/jgpHRVHjNX— Hong Kong World City (@HKWORLDCITY) March 28, 2020

While China’s CCP was lying to the world, the WHO shared appreciation for their commitment to sharing info.

Not Just China

Health officials the world over were guilty of the same sort of “evidence-based” stupidity.

Here is a video from February of NYC health commissioner Dr. Oxiris Barbot advising people to go out and take the subway and live their lives, noting that city preparedness is high, their personal risk is low, and casual contact was not a large risk.

How much of a risk is the new coronavirus to New York City?

Health Commissioner Dr. Oxiris Barbot explains to @InsideCityHall how likely it is to transmit the virus. #NY1Politics pic.twitter.com/mUbU8F0p3N— Spectrum News NY1 (@NY1) February 7, 2020

You can see the stupidity in the circular logic here: “we also know that if it were likely to be transmitted casually we would be seeing a lot more cases.”

Yes we would!
Or soon would be.
And did.

Time shift that statement a couple months and lawmakers are asking her to be fired.

May you enjoy a happy Lunar New Year:

“We are very clear: We wish New Yorkers a Happy Lunar New Year and we encourage people to spend time with their families and go about their celebration,” Dr. Barbot said.

Later, as evidence emerged, we learn from serological studies that around 24.7% of people in New York City & 14.9% of New York state had antibodies for the coronavirus that causes COVID-19.

If you are a poor minority you are more likely to die as you have less of a cushion to do things like taking time off work and AVOID TAKING THE SUBWAY.

Thank you Dr. Oxiris Barbot!

“New York politicians are seeking answers on how to handle the growing number of corpses left by the coronavirus pandemic, after dozens of bodies were discovered decomposing in rental trucks outside a Brooklyn funeral home.”
– Ben Chapman, WSJ

Even the New York Times warned against quarantines, virtually guaranteeing the city would get one.

And for a cherry on top of the stupidity cake, New York City only closed their subway system during off hours from 1AM to 5AM for daily cleanings on April 30th, *AFTER* months of letting the virus spread across the city & many blog posts like this one were published. A quarter of their population had to contract the virus before cleaning the subway regularly seemed like a good idea.

We should always in all cases everywhere blindly trust the experts:

just last year, the National Institute for Allergy and Infectious Diseases, the organization led by Dr. Fauci, funded scientists at the Wuhan Institute of Virology and other institutions for work on gain-of-function research on bat coronaviruses . … Many scientists have criticized gain of function research, which involves manipulating viruses in the lab to explore their potential for infecting humans, because it creates a risk of starting a pandemic from accidental release.

Protecting Yourself from Dr. Oxiris Barbot & the CCP

How many billions of dollars do people spend buying lotto tickets?

A high-quality facemask was a $15 lotto ticket that might save you from death. But buying one was ill-informed & xenophic & antisocial and and and.

Back in January I saw a video on Twitter of a guy walking down the street in Wuhan and then just fall over and die. Upon seeing that, I quickly ordered facemasks for my wife, our babysitter, my wife’s parents, my mom, and my siblings.

My mom thought I was crazy for spending hundreds buying so many masks, but it was a fairly simple calculation. Whatever China was saying was hot garbage as they were literally welding apartment complexes shut.

Ongoing Disinformation Campaign

The CCP accosted doctors who warned of the pending pandemic, locked down millions of people, and held internal briefs about human to human transmission was happening while lying externally about it. China then pushed some garbage about how the US Army created the coronavirus which caused COVID-19, then they both claimed it was racist to state the disease came from China while also claiming it originated in Italy.

That’s the CCP – literally zero shame.

You can be against the jackbooted CCP while not hating Chinese people. I would rather be wrongly called a racist and not die of coronavirus than virtue signal my way to death via Italy’s “Hug a Chinese” day.

As a general rule of thumb, life is more important than the feelz.

My wife took a DNA test and a big part of her ethnic background is Chinese. When she and I are in the Philippines many people think she is a foreigner. When I was walking with my wife in Hong Kong years ago a local street vender started talking to her in Chinese thinking she was a local. And there’s nobody in the world I love more than her, but that does not mean she or I are planning a trip to Wuhan anytime soon or wanted to end up as statistics as a side effect of virtue signaling.

To this day China is using their ability to purchase foreign debts & infrastructure across weaker European countries to push the EU to understate the culpability of the CCP:

“Bowing to heavy pressure from Beijing, European Union officials softened their criticism of China this week in a report documenting how governments push disinformation about the coronavirus pandemic, according to documents, emails and interviews. Worried about the repercussions, European officials first delayed and then rewrote the document in ways that diluted the focus on China, a vital trading partner … China moved quickly to block the document’s release, and the European Union pulled back. The report had been on the verge of publication, until senior officials ordered revisions to soften the language.”

Maintaining The Illusion of Stability

The doom scenario for China would be one where the disease spread widely across their society while not directly impacting other economies. Currencies float and trade can eventually be re-routed if supply chains are unreliable. If a place where repeated coronavirus outbreaks happen has massive hidden debts in their shadow economy the propped up currency peg would likely fall as those debts go bad and their economy crashes. Hot money has been rushing out of China for years: their companies buying foreign companies, individuals buying foreign real estate, short domain names, Bitcoin, life insurance policies, etc.

China already faced sharp food price inflation last year as African Swine Flu killed a lot of their herd. When people can’t afford to eat they are more likely to push for political change. Hyperinflation is the reciprocal of political stability. Maintaining a stable food supply is a core requirement of staying in power.

Masks might make no difference, but if I spend a fraction of a percent of my income protecting my immediate and extended family even slightly then that is a good investment.

What is the price of a single needless death?

That is the calculation one should use when adopting simple & cheap life changes that can protect their families and society as a whole.

The mainstream media not only downplayed Covid-19 to pitch Trump as xenophobic & neurotic, but after the most important story they got entirely wrong was revealed as the disaster it was, they also warned about the wrong people hoarding much needed supplies.

If people would have rushed to buy masks in January it would have sent the market signal to make more. Virtue signaling was considered more important than life.

Instead of any attempts at truth we got communist-fed false assurances to provide the illusion of stability. Lives lack value when compared against maintaining political power:

In 1989, when Chinese citizens raised a Goddess of Democracy on Tiananmen Square, some pinned their hopes on the People’s Liberation Army: Surely the people’s army would never fire on the people. In fact, PLA soldiers proved quite adept at firing on the people. And to this day Beijing refuses to come clean about how many it killed at Tiananmen.

Communism has always been far more about Lenin than Marx—that is, about getting and holding power, rather than any economic arrangement. And it’s extraordinary how consistent the lies and violence have been across time and geography, given the many different flavors of communism.

Fake News About Fake News

As China was lying to the world, setting hundreds of thousands of people up for death & destroying the global economy, we suggested the problem was not lies from the CCP or the disease that spread globally in part due to their lies, but rather we should fight “fake news”

The rise of “fake news” – including misinformation and inaccurate advice on social media – could make disease outbreaks such as the COVID-19 coronavirus epidemic currently spreading in China worse, according to research published on Friday.

The WHO shills for the CCP:

The lengths to which the WHO went to sacrifice its scientific- and health-related mission for political considerations relating to China were at times both absurd and trivial. For example, in the Coronavirus Q&A that was first posted to its website, the WHO maintained multiple versions. The original English language version of the Q&A counseled that there were four common myths about preventing or curing a COVID-19 infection: smoking, wearing multiple masks, taking antibiotics, and traditional herbal remedies. The original Chinese version omitted ‘traditional herbal remedies’ as a myth. Then the WHO took down ‘traditional herbal remedies’ in both languages. Politics over health. Politics over science. At even the smallest, silliest level.

As the WHO praises the CCP we learn fake news is anything which counters the WHO.

德情報局揭秘:習近平親自要求譚德塞壓下疫情訊息

German intelligence agency reveals Xi Jinping personally asked @DrTedros to downplay the severity of the #WuhanPneumonia outbreak in Chinahttps://t.co/PTu3e8mg3B— (@GEthba37Cgks) May 9, 2020

And to protect people globally and fight sources of fake news Google is working with … the WHO:

WHO is also battling misinformation, working with Google to ensure that people get facts from the U.N. health agency first when they search for information about the virus. Social media platforms such as Twitter, Facebook, Tencent and TikTok have also taken steps to limit the spread of misinformation and rumors about the outbreak.

YouTube is also removing medically substantiated content about coronavirus.

Now that the coronavirus is widespread the idea of keeping the economy perpetually shut down with healthy people quarantined is idiotic & runs counter to science. Those who shelter in place have less exposure to viruses and bacteria from their surrounding environment, which over time leads to weakened immune systems. Add to that all sorts of other issues like: doctors and nurses furloughed while hospitals are idled awaiting a pandemic that never came to most places, economic incentives to misclassify deaths as COVID-19 while ignoring other issues, missing routine treatments that would have diagnosed other health issues that are going undiagnosed for months, loss of job, loss of income, loss of purpose/meaning/ability to provide for family, depression, raging alcoholism, increased domestic violence globally & increased divorce rates in China.

Doctors Dan Erickson and Artin Massihi expressed concerns about many of the above types of issues (video interview & presentation here) and were swiftly shot down as YouTube pulled the video.

Even the China Uncensored video about the CCP’s coverup has a COVID-19 learn more banner redirecting attention back to official sources if you watch the video on YouTube.

Now there are some horrible and ridiculous official statements being made & a whole bunch of crazies spreading “eat aquarium cleaner, protect yourself from COVID-19.” I even read a story about a guy who committed suicide because he feared he had COVID-19. All that stuff is horrible, but any and all attempts to defuse those horrible issues & clean them up should come with a note about how the CCP lied broadly, extensively, and is to not be trusted in any way, shape or form.

The AP report continues…

Chinese officials are increasingly speaking out.

And so should we! At least while we still can:

Where possible, China wants to criminalize any speech … any social media … that does not follow the official party line. Where it’s not possible to criminalize that speech, China wants to ban it through the cooperative censorship of global tech and media platforms. Where it’s not possible to ban that speech, China wants to shame it into the shadows by getting us to reject it as “fake news”.

And if you don’t see that the United States is about two minutes behind China in doing the same damn thing, then you’re just not paying attention.

And while the WHO has tech companies censor “fake news” the CCP releases puppet theatre cartoons about the coronavirus which has killed hundreds of thousands of people.

Once Upon a Virus… pic.twitter.com/FY0svfEKc6— Ambassade de Chine en France (@AmbassadeChine) April 30, 2020

Yes that video is real. And yes, they really are that scummy.

The puppet theatre video makes no mention of police going after doctors for mentioning the virus, Taiwan reporting the virus to the WHO, the WHO ignoring Taiwan, internal briefings to Xi while the public was left in the dark, or any of the other disconnects between inside and outside voices.

The CCP disinformation campaign is widespread. They buy ads for content use cute animals to promote their absolute propaganda:

Anything that diminishes the power and prestige of the CCP is worse than death:

The biggest threat facing the U.S. is not the new virus, but rather right-wing populists who are intent on creating trouble with their strain of political virus.

The above statement only serves to confirm the following:

Communism has always been far more about Lenin than Marx—that is, about getting and holding power, rather than any economic arrangement. And it’s extraordinary how consistent the lies and violence have been across time and geography, given the many different flavors of communism.

Luckily China does not have a monopoly on political cartoons and they have not yet managed to classify the following as some form of fake news or hate speech to be censored.

pic.twitter.com/gcUjnNvZZM— The Laughing Man (@laughingmantwit) May 14, 2020

“This is the Chinese Communist Party, with their callousness, their deceitfulness, their inhumanity, and their disregard for any values. This has come to the forefront. That’s what this pandemic has done. It has exposed to the world exactly who they are, what they are, what they will do and what means they will use to get to the ends they want. … [China’s lap dogs are] a combination of the city of London and Wall Street and global corporatists, and even certain media outlets. … They knew they had community spread no later than the third or fourth week of December 2019. They prosecuted many of the heroes of Wuhan who tried to get word out to their fellow citizens. As you know, they prosecuted Dr. Li [Wenliang, the early whistleblower who died of Covid-19 at the age of 33] and other heroes. And they made them sign rumor mongering confessions, which is one of the worst things you can do in China. … The University of Southampton in the United Kingdom did a study that showed that had they just come forward in the last week of December or the first week of January and admitted that they had human-to-human transmission and community spread that 95 percent of the the deaths, 95 percent of the agony, 95 percent of the economic destruction could have all been avoided. … they were hiding things. They wanted to make sure that nothing came up before they signed the trade deal [January 15, 2020]. They wanted to make sure nothing exposed them during Davos [January 21-24, 2020], where they had organized their biggest contingent ever to Davos. But if Lunar New Year had not been in those weeks, if this had happened in, let’s say, in October or November, we have no earthly idea how long they would have tried to suppress this. … We now know that Xi Jinping took personal responsibility starting on January 6 or 7. We know that the World Health Organization put out its press release on the 9th. Then the tweet on the 14th said that after consultation with China’s Ministry of Health that there is no human-to-human transmission or community spreading. That’s all a lie. We also know they [China] restricted travel shortly thereafter, or in China domestically. But they did not stop traveling throughout the world, particularly to Europe and the United States. … They’re engaged in economic warfare.” – Steve Bannon

Categories: googlepublishing & media

How to Rank For a Keyword for Newbies

Posted by on Aug 24, 2020 in SEO Articles | Comments Off on How to Rank For a Keyword for Newbies

How to Rank For a Keyword for Newbies

Search Engine Optimization (SEO) became the best way to reach a broad audience within the shortest possible time some time back. Even so, it has only recently gained immense popularity among most organizations.

Though several things have changed over the years to suit different technological advancements, following multiple major search algorithm updates, keywords remain one of the primary elements that determine your position on search engines.

Picking the best keyword for a specific business is only half the battle in achieving handsome returns in online marketing. Ranking for the keyword is the most challenging part of your advertising. Thankfully, this is not altogether impossible with the right strategies and tools to guide your choices.

The following are a few guidelines on how to rank for a keyword fast and at the very top of search engines.

Conduct Keyword Research

This is the start of everything.

And also extremely important, so we’ll be spending more time talking about this.

Determine which keyword you want to rank for, and identifying its related keywords to use in the content is the first step of your SEO effort.

Your keywords should be the leading ones used by your target market and be well-aligned with your business values.

Though a particular keyword might be meaningful to you, it might not do much for your rank on search engines. Guesswork will only waste your time and the cash you spend on online marketing.

Refer to the keywords your competitor is ranking for

You can use any tools you like, but here at SEOPressor, we use BiQ’s Rank Intelligence tool to discover our competitors’ ranking keywords.

It’s really simple to use, I just type in the website URL and the tool will run for a few minutes and voila, there’s the list of keywords the website is ranking for.

Which you can then steal, cough, I mean to refer to as your own keywords.

Just type in the website URL of your competitor or the industry’s leading company and let the tool run to get the keywords they’re ranking for. 

Higher search volume, higher competition, go for long-tail keywords

Research for the keyword with just enough search volume for your site so that you make informed decisions.

Some people go for keywords with the highest volume, but these might be too competitive more so for new websites.

You should also ideally start with long-tail keywords, so you build a website’s reputation before moving to short-tail ones as you grow.

Long-tail keywords in short, is keywords specific to your business, or what you’re selling, or the topic you’re talking about, they can be perhaps 3 or 4 words long, they tend to not have explosive search volume, but the search trend is steady and you go for the long and steady win the race kind of strategy.

Using LSIGraph to discover valuable keywords to rank

One of the best tools for your keyword research effort is the free LSIGraph tool.

This tool helps you discover keywords that are related to the one you want to rank for so you can build an outline for your long-form content.

LSIGraph can help you to determine which keywords to target, and what are the closely related keywords that can help you push up the ranking.

Use a Catchy Headline

People nowadays are in a rush.

They want to skim through your article fast to get what exactly you are offering and decide whether or not it is relevant to them.

It is essential to include catchy headlines that will boost the odds of people getting interested in your articles and reading or viewing it.

A research carried out by BuzzSumo concluded that emotional headlines for online articles were the best for driving engagement. If you intent on making your clients curious about your content, go for keywords that induce voyeurism.

The number 10 and list posts in headlines were also proven by the research to be extremely powerful for SEO.

To start, you can head over to Blog Title Generator to insert your keyword, pick if it’s a generic keyword, or is it a brand, or something else. And you’ll be presented with 10 headlines which can serve as your starting point to crafting your own catchy headlines.

Blog Title Generator can instantly generate a list of headlines for your keyword that serves as a good starting point to craft your own catchy headline.

Build Links

Having a varied and strong backlink profiles is one of the ways to push your domain, and serves as a boost to all the keywords you’re trying to rank for.

When someone links to you, it proves to search engines that your content and your domain are authoritative because people will barely link to mediocre sites.

Other than this, people trust sites with backlinks since these show that your content is exceptional enough to be shared with others. This will, in turn, build online traffic to your website and generate a lot of exposure in the right circles.

Building links is, however, not an easy task.

A good way to build your online presence to attract people’s attention to your website and in the way attract some backlinks is by sending out a press release.

At SEOPressor we use MarketersMEDIA. They have great reach to premium news sites like USAToday and Yahoo Finance, the price is not terribly expensive like other famed newswires in the industry, but it gets the job done.

All in all, press releases reach a broad audience within a short time and are among the best choice you have to make a bang for your site online quickly to gain those backlinks.

Repurpose Your Site’s Content

You need not use different types of content to reach clients on different platforms.

You can research on the article that is performing best on one platform then share it on other platforms to reach clients looking for something different. The content can also be linked to each other, voila, backlinks!

You, for instance, can repurpose text contents like a blog post into videos and photos for YouTube and social media platforms.

This is because people on these platforms barely pay attention to long, wordy, thousand words posts.

Videos and photos, on the other hand, can be changed to long text posts and slideshows for the LinkedIn audience.

Google Search Console is the best tool when repurposing your content.

This tool analyses the impressions, traffic amount, and performance of the content on different platforms. This way, you can pick the best articles to repurpose and link to your site to maximize your returns in online marketing.

Do a Competitor Research

To gain insight into what works and does not for your industry, you should know what your competitors are doing.

Researching the content your competitors are using and how well it is working for them is your ideal approach in this case. You can then use your findings to inform what content to steer clear of or replicate then refine to become the best-performing content.

Not everything in your research will be relevant.

Focus on the URLs and domain that competitors are using and how well their title tags apply keyword use. You should also consider what business sizes are ranking best for specific keywords.

If, for example, you are a small brand, it would make little sense to use the same keyword as a huge brand in your field.

Again, for competitor research, BiQ is one of the best tools out there.

This is a suite of tools, including keyword, content, and ranking intelligence and rank tracking of the keywords and content that people in your industry are using. There are different pricing models for BiQ to suit your marketing budget and give you some crucial insight into the elements on which you should center your marketing content.

BiQ has a flexible payment plan that can suit different needs and is also excellent for competitor research.

Pay Attention to the Elements of On-Page SEO

Most online marketers are excessively focused on getting backlinks and drawing traffic to their sites that they forget their on-page SEO.

Once you get relevant traffic to your website, you should know how best to keep them there and convince them to take some desired action. Things like slow-loading pages, broken inbound links, and duplicate content only drive away clients.

To optimize your on-page SEO, use GDoc SEO Assistant.

This is a free writing tool that automatically calculates the SEO score of your article as you write and point out any issues that might affect your on-page optimization.

The tool also guides you on the best way to guarantee that search engines will understand your content better and, in so doing, rank your site high.

Other than that, make sure to link from one post to another.

This is called interlinking and it can make a huge difference in helping the search engine, like Google, to understand your website, as a whole, better. Remember, the better Google can access and understand your website, the bigger chance you have to rank high.

Conclusion

Ranking high on search engines is the only way to actualize profits in the current competitive world of online marketing.

Few people will, after all, proceed to the second and third pages on search engines once they type in their query. If, therefore, your article does not show up within the first pages of search engines, your chances of making profits are significantly low.

Fortunately, the above guidelines will give you the best head start to know the keywords you should use and how best to apply them to optimize your SEO position. Keyword optimization for SEO not only applies to your website but also your social media sites. This way, you are sure to gain your desired position on search engines and social media platforms within the shortest possible time.

Let us know how you like our tips, or if you have your own little tip to rank high, fast. Now, good day and I’ll see you in the next blog post.

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[CASE STUDY] The Best Strategies to Rank Your Content on Google

5 Effective Ways to Drop Your Content Bounce Rate
7 Surprising Results that Actually Affects Google Ranking
Rank Your Content with Not Just One, but Multiple Keywords

How Big Is the Gender Gap Between Men and Women in SEO?

Posted by on Aug 24, 2020 in SEO Articles | Comments Off on How Big Is the Gender Gap Between Men and Women in SEO?

How Big Is the Gender Gap Between Men and Women in SEO?

Posted by NicoleDeLeon

To anyone working in SEO, it’s fairly evident that this is a male-dominated industry. Although there are powerful women SEOs in the field (like Moz CEO Sarah Bird, for example), if you glance at a conference speaker lineup or peruse the bylines on search-related blogs, you’ll see that those who identify as female are few and far between. A recent list of the 140 most influential SEOs featured 104 men and just 36 women. 

So how big is the gender gap? And how does it translate to tangible things like pay and job titles? To find out, we mined the data from our State of SEO 2020 survey, which featured 652 SEOs in 51 countries. Here are some of the things we learned.

But first, a mea culpa. If SEOs who identify as women have an uphill climb in this industry, there’s no doubt that female-identifying SEOs of color have a hill that is steeper still. I deeply regret not asking demographic questions on race and ethnicity which would have allowed us to analyze the disparate impacts that bias plays on BIPOC women SEOs. It was a missed opportunity. That said, we are currently running a survey on BIPOC in SEO that aims to cover those issues and more as we continue to take an introspective view of our industry.

Men outnumber women by more than 2 to 1 in SEO

Of the 652 SEOs who participated in the study, 191 identified as women (29.3%) and 446 identified as men (68.4%). Additionally, one identified as non-binary and 14 preferred not to say. Data was collected on a SurveyMonkey form. We reached out to our own database, purchased lists of SEOs around the world, and promoted the survey on social channels for respondents. We offered no compensation or reward for participating. Non-binary, persons who chose not to identify a gender by choosing “preferred not to say”, and SEOs from the African continent were underrepresented mostly due to the outreach database itself. Finally, respondents selecting non-binary and “preferred not to say” were not calculated in the men/women percentages. 

A voluntary survey is not a scientific sampling, but those percentages mesh with previous studies by Moz that found those who identified as women made up 22.7% of SEOs in 2012, 28.2% in 2013, and 30.1% in 2015. In all four studies, men outnumbered women by more than 2 to 1. 

Importantly, the new results suggest the gap hasn’t narrowed over the past five years.

This was not a surprise to many female-identifying SEOs who participated in the study.

“I started out in the SEO industry about 10 years ago. Compared to that, I do see more women at conferences, on online platforms, and in the day-to-day work with clients,” one said. However, she added that she hasn’t seen much progress in the last 5 years. “It’s like we are kind of stuck. I suspect it’s at least partly a visibility issue: Men have been there forever, building their reputation and expertise. It is hard to keep up with that if you had a late start.”

We interviewed more than a dozen female-identifying SEOs, most of whom asked not to be named. Although a few had supportive bosses, clients, colleagues, and mentors along the way, many shared experiences of being passed over for promotions, having to fight to be heard in meetings and, in some cases, being paid less than men for the same work.

“I think you can sum up the SEO industry by looking at speaker panels of all the major conferences. There is no equality. Are you a white male and 50+? You must be an expert! Are you a woman, 40, who’s been doing this since 2004? Oh, honey, go sit down. We have an expert already,” said one woman. She said she spent 13 years at a website development company being “constantly overlooked” before moving to a digital marketing agency where she is respected and valued.

The gender gap is widest in Latin America

Global internet usage has boomed over the past two decades, with more than 59% of the world’s population now online. Although internet penetration is highest in Europe and North America, more than three-quarters of global users live elsewhere. These growing markets are served by robust communities of SEO professionals on every continent.

Our study reached SEOs in 51 countries, which we grouped into 11 large regions. Participation was highest in the U.S. with 269 SEOs responding, but we also surveyed 113 SEOs in Western Europe, 85 in the U.K., 43 in the Eastern Europe/Balkans region, 39 in Australia and New Zealand, 30 in Asia, 21 in Canada, 18 in Scandinavia, 16 in the Middle East, 12 in Central and South America, and 6 in Africa.

We found that the gender gap is most pronounced in Latin America (83.3% who identified as men to 16.7% who identified as women) and Australia/New Zealand (82.1% who identified as men to 17.9% who identified as women). 

The gender gap is least significant in Africa (although with an admittedly very small sample size due to the small number of African SEOs in our database) and Canada (52.6% who identified as men to 47.4% who identified as women). Under Prime Minister Justin Trudeau, a self-professed feminist who appointed a gender-balanced cabinet, Canada has made gender equality a priority, but progress has been uneven at times. 

When it comes to gender diversity in SEO, the U.S., Asia, and the U.K. all trail behind Europe, Scandinavia, and the Middle East.

Female-identifying SEOs are more likely to freelance and specialize in content

Generally, the three most common career environments for SEOs are serving as an in-house expert at a single company, working in an agency setting, or operating independently as a consultant or freelancer. Each path has its own pros and cons. We found some interesting gender differences in where SEOs are working. 

Male-identifying and female-identifying SEOs are equally likely to work in-house, with about 40% of both genders working inside a single business. And as we discuss below, both genders reported being satisfied with the working conditions and level of support they received in their roles.

Among those who practice their craft externally, men are slightly more likely to work in agencies than women (49.7% vs. 42.5%). 

The biggest gap was among freelancers. Female-identifying SEOs are almost twice as likely to be contractors or freelancers as those who identify as men (17.7% vs. 10.6%). However, it’s unclear if female-identifying SEOs are heading out on their own because they don’t feel they can get a fair shake working for others, or if they’re drawn to the freedom and flexibility of freelance work.

Full-time freelancing has grown steadily across the economic landscape in recent years. It also tends to draw more women than men. Part of the appeal may be flexibility around childcare, but control over income was also a factor for some of the SEOs we interviewed. 

“I think a lot of women choose to do freelance because they want to be paid what they deserve, frankly,” said one 25-year-old female SEO in East Anglia, U.K.

However, another woman who works as an in-house SEO said, “When I got my start in marketing, most of the jobs offered to me were contractor roles, and it wasn’t clear how to become full time. It wasn’t by choice; it was what was available to me.”

Many female-identifying SEOs said it was hard for them to get hired or promoted, even with stellar track records. 

“I’ve seen loudmouth, no-record, no-proof men be hired. It’s absolutely aggravating. At my old company, I was skipped by two men who had half the knowledge for supervisor positions. Each man left within months to different companies to the next title,” said a 41-year-old female SEO in Minnesota. She subsequently changed companies and found a much more welcoming environment.

In addition to career paths, there are noteworthy differences in the areas of the industry that male-identifying and female-identifying SEOs are most likely to specialize in. Most SEOs consider themselves generalists, but among those who profess a specialty, women are twice as likely to be content experts (17.6% to 7.7%).

On the other hand, male-identifying SEOs are nearly twice as likely to be technical experts (21.5% to 12.6%). It’s unclear if this is a result of choice, fallout from the gender gap in STEM occupations generally, or if those who identify as women feel unwelcome among tech SEOs.

Among the female-identifying SEOs we interviewed, several said they think early gender stereotyping played a role, from the toys little boys and girls are given to what each gender is encouraged to pursue as a career.

“It’s similar to why women are not often involved in engineering jobs. Technical roles are historically associated with developer training, and women are more likely to transition from the marketing side than the programming side,” one said.

Several women also said technical SEO, in particular, is a “boys club.” 

“I participate in online forums for general Tech SEO and Women in Tech SEO, and the vibes are much different,” one woman said. “The male-dominated general forums are competitive. The female groups are more supportive, but again, we are trying to bring along and encourage women in the field.”

Another tech SEO who worked at an agency and in-house before going out on her own as a contractor said the culture can be intimidating: “I find that men are quicker to hop on and attack people about technical knowledge than women.”

Female-identifying SEOs generally charge less than men for their services

To find out more about the dollars and cents of SEO, we asked the agency and contract SEOs who participated in our study about their pricing models. In all, 261 SEOs were willing to share how they price their services and how much they charge. 

The three most common pricing models are monthly retainers, per-project pricing, and hourly rates. Although there was a wide range of rates among male-identifyng and female-identifying SEOs, the medians were consistently lower for those who identified as women.  

Among agency and contract SEOs, men are more likely to price their services with monthly retainers (59.1% of men vs. 39.4% of women). Women are more likely to charge per project (31.8% of women vs. 18.2% of men). About a quarter of both groups use hourly pricing.

But before we talk about prices…

Before we get into the details of how much male- and female-identifying SEOs earn, it’s important to note that we didn’t ask who actually set the prices. Depending on the size of an agency, SEOs who work there may have very little control over the pricing structure. 

The agency’s rates might be standard, or they might vary depending on who does the work. One can assume that freelancers choose their own rates, although they might be responding to signals about what the market will bear and what clients are willing to pay. 

Some studies have suggested that a variety of psychosocial factors lead female-identifying freelancers to charge less than their male counterparts. For instance, a Hewlett-Packard study identified a confidence gap in which women tended not to apply for a promotion unless they met all the qualifications, but men would go for it if they met 60 percent of the job requirements. 

Conventional wisdom holds that women are more cooperative and men are more competitive. Whether or not that’s true, men initiate negotiations more readily than women and tend to ask for higher compensation.

In a future study, we will certainly ask who determined the service pricing. For now, we can only report what male-identifying and female-identifying SEOs told us they charge.

Retainers for those who identify as male are 28.6% higher than for those identifying as female

Our respondents included 138 agency and contract SEOs who use monthly retainers as their primary pricing model. These retainers ranged from less than $250 a month to more than $25,000 a month, but overall they were higher for men. At the midpoint of the ranges on our survey, those identifying as male charge a median retainer of $2,250 a month while those identifying as female charge a median of $1,750.

When we looked at agency SEOs and freelancers separately, the median for freelancers was much lower, but it was the same for both genders: $750 a month. However, the sample size was quite small. There were only 19 freelancers in the study who primarily use retainers. Among the 119 agency SEOs who use retainer pricing, the median retainer was $2,250 for those identifying as male and $1,750 for those identifying as female. 

Project prices for men are 66.7% higher than for women

Our respondents included 54 agency and contract SEOs who typically charge on a per-project basis. The scope and cost of projects varied greatly, from less than $250 to more than $100,000. But the data showed that overall, men charge more per project — a median of $5,000 vs. $3,000 for female-identifying SEOs. 

We decided to dig deeper and found an interesting exception when we looked at agency SEOs and freelancers separately. 

The price gap was more than three times as wide among those who work in agencies. Our sample included 36 agency SEOs who use per-project pricing. Male-identifying SEOs reported that their agencies charge a median of $8,750 per project while those who identify as women said their agencies charge a median project fee of $2,250. 

The reverse was true among independent SEOs. The sample size was small, so we’re not sure what to make of it, but among the 18 freelance or contract SEOs we polled who charge by the project, women had the edge. Female-identifying freelancers charge a median fee of $3,750 per project to $1,750 for male freelancers. 

One contractor in her 50s hypothesized: “I think women may be more detail-oriented and spend more time with their project. Maybe men may charge less because they have more clients?”

Median hourly rates for male-identifying SEOs are 16.8% higher than for female-identifying SEOs

Our respondents included 57 agency and contract SEOs who typically bill by the hour. Among this group, the median rate is $125 for male-identifying SEOs vs. $107 for female-identifying SEOs. In this case, the difference is largely attributable to more women working as freelancers. The median rate for men and women SEOs at agencies was $125 an hour, and the median rate for both who work as contract or freelance SEOs was $88 an hour. 

Many of the female-identifying SEOs we interviewed said women tend to undervalue themselves and need to be more assertive in negotiating prices.

“I think confidence and not being scared to charge what you’re worth comes into play for the higher rates,” said digital marketing and content specialist Kristine Strange.

Both men and women feel equally supported as in-house SEOs

Some good news for in-house SEOs: When asked about working conditions, frustrations, and pain points, both men and women had very similar responses. Both reported strong levels of interdepartmental cooperation and support for SEO priorities.

Female-identifying SEOs are slightly more satisfied than male-identifying SEOs with in-house SEO resources

The resources available to in-house SEOs are largely dependent on the size and fiscal health of the company that employs them. 

Among in-house SEOs, women are as likely as men to work for enterprise-level companies. We found that 27.1% of male-identifying in-house SEOs and 24.8% of female-identifying in-house SEOs work for companies with more than 250 employees. And 72.9% of male-identifying and 75.2% of female-identifying SEOs work for companies with 250 or fewer employees. 

In-house SEOs across the board rated engineering support as their biggest challenge. Female-identifying SEOs were generally more satisfied than their male peers with the expertise of their teams and their staffing levels. They were equally satisfied with other elements of their SEO programs.

Conclusion

Although there are some very prominent and talented female-identifying SEOs, they are still underrepresented. And when they do enter the field, they are often compensated at lower rates than men. There is no single solution to broadening the talent pool, but we have a few thoughts.

Welcoming industry: The overwhelming number of  women who spoke to us about these findings wished to remain anonymous. We can only assume that means female-identifying SEOs do not feel safe openly discussing issues of gender within an SEO workplace. Silence only serves to bolster the status quo. We must foster an industry culture that does not punish the whistleblower but instead seeks to listen, understand, grow, and improve opportunities for all its members.

Training and mentoring: More than in many other industries, there isn’t one clear path to becoming an SEO. The STEM fields are one training ground, but many other SEOs learn the craft from mentors. To achieve more diversity, which is good for the industry and outcomes, it’s important for girls and those who identify as girls to be supported and welcomed into STEM classes during their student years. 

As an industry, we need to take the job of mentorship seriously. Experienced SEOs can do more to mentor young talent, particularly those who identify as women. Agencies can do more to recruit and hire people with different backgrounds.

Several women whom we interviewed mentioned the importance of mentors and allies:

“I sit in countless calls where I say something and until my CTO repeats what I say, some clients don’t hear me. My CTO is so supportive and wonderful, and he will literally say, ‘She’s right when she says, ‘Blah.’ She’s got 20 years under her belt… .’ Then their light turns on.”

“I’m good at learning complex software and doing complex technical tasks but wasn’t encouraged in this until my recent job — and even then, it wasn’t until I got a female manager that I was recognized for this ability and assigned those kinds of tasks on a regular basis.”

“I spent the first two years double- and triple-checking all my work, backing everything with links from male experts in the industry. One day the CTO told me I didn’t need to do that. He trusted me. I found myself in the bathroom in tears. It took me a long time to stop sending links. (Sometimes I still send links, but only if I think he needs to read them to keep up with me!)”

Transparency about pay and pricing: The taboo about discussing fees and compensation keeps inequities hidden. It’s time to shatter that norm. Independent SEOs should run their pricing plans by mentors of all genders for perspective. Agencies should be sure that skill and experience, not gender, is the driving factor in pay and pricing. 

Don’t undersell yourself: If negotiation doesn’t come naturally to you, spend extra time preparing proposals. Research your competitors and talk with mentors. Focus on the value you’re adding. Be sure to factor in your skill level and experience as it grows. Don’t fall into the confidence gap trap. Even if you don’t tick all of the boxes, if you have most of the qualifications, forge ahead to apply or submit a proposal.

I want to acknowledge the important role that several female-identifying SEOs played in the making of this article. First, I have the privilege of working with some amazing women every day in my SEO agency. Thanks to Cindy Glover, without whom I could not have produced this study. I also want to thank Areej AbuAli whose work in creating the Women in Tech SEO community has been an invaluable resource to the SEO industry and in particular, SEOs who identify as women. Women in Tech SEO not only helps to amplify the voices of those identifying as women within the community, but also helps connect them to each other.

If you wish to explore your own possible implicit bias around issues of gender and career, check out Harvard’s Gender-Career implicit bias test.

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E-commerce: What to do when you can’t make deliveries

Posted by on Aug 24, 2020 in SEO Articles | Comments Off on E-commerce: What to do when you can’t make deliveries

E-commerce: What to do when you can’t make deliveries

Covid-19 is impacting businesses across the world and a lot of industries are taking a hit. E-commerce sites are seeing a particular problem where warehouses and delivery centres are closing and deliveries can no longer be made. 

If that’s a problem facing you and your business at the moment, read on for guidance on how to handle your e-commerce site when you can no longer make deliveries. 

How to communicate Covid-19 updates

Clear communication with customers is always essential. Customers will now be expecting to find Covid-19 announcements or words of reassurance on e-commerce sites. We recommend that communication is specific, in this case, to Covid-19. Here are some options:

Top of page banners 

This banner should provide clear details about any delivery delays or cancellations. We recommend having this banner on every page. If that’s not possible, include it on the homepage and the basket/checkout pages. Link out to the relevant policy or FAQ page.

Here’s an example from Target:

Pop ups

Similar to banners, pop ups should have clear information detailing the change in deliveries. Pop ups can be more intrusive than a top of page banner, so we’d recommend including one on the homepage and the basket/checkout pages. Keep messaging detailed and optimistic.

Here’s an example from M&S:

Update meta descriptions

Use your site’s meta description to let existing and potential customers know how Covid-19 is impacting deliveries. This will appear within the SERP, so include information on free deliveries, delivery cancellations or if it’s “business as usual”.

See this example from ASOS:

Implement Covid-19 specific structured data

Google is now supporting Covid-19 specific structured data, which displays clear updates within the SERP.  Some examples include:

Quarantine guidelines
Travel restrictions
Announcement of an event transitioning from offline to online, or cancellation
Announcement of revised hours and shopping restrictions

See Google’s guide on Covid-19 special announcement structured data.

Update your FAQ page

Your FAQ page should be updated to reflect any changes to your service. To get an idea of the kind of Covid-19 specific questions people are asking, look at:

Ahrefs for keyword research

Search for Covid-19 related queries (e.g. “covid and international deliveries” or “is coronavirus impacting delivery times”)
Use Ahref’s site search functionality to research competitors and identify if they rank for questions you don’t rank for

Site search data (Google Analytics)

If you have site search tracking enabled, look at the queries being typed into your internal search functionality.

Competitors

Are your competitors including Covid-19 specific FAQs? If so, is this something you can also use?

Industry knowledge

You’re an expert in your industry. What questions would you expect customers to be asking?

How to keep your site functionable 

A website helps users fulfil their needs. Although you may be facing delivery difficulties, you can support your customers in other ways – e.g. allowing them to browse, creating shopping baskets or wishlists.  Keeping your site live is essential and now is the opportunity to prepare for a post Covid-19 recovery. Here is what to focus:

Ensure search engines know that your site is still live and deserves to rank

 Maintaining rankings will be crucial in weathering this storm. Health checks you can make include:

Are there lots of redirects or 404 pages?
Are rank worthy pages (e.g. homepage, category pages) being indexed? 
Are non rank worthy pages (e.g. privacy policy page, duplicate pages) being indexed?
Is the XML sitemap up-to-date?

Find an extensive guide to tech audits here and information on common tech issues of e-commerce sites here.

Keep category and product pages live and updated

Category pages are often essential to rankability, people are often looking for a category rather than a specific product. 

Ensure category and product pages are optimised and include relevant keywords in the meta title and H1

Titles should be no longer than 60 characters 
Ensure there is only one H1 on a page

Ensure categories pages are well linked to from the homepage

Here’s a guide on creating and optimising new category pages and how to write an incredible title tag.

Introduce shopping baskets and wish lists

Allow customers to create wish lists or build up their shopping basket without expiry. Remember, we’re thinking about how to make future sales easy for customers that may be browsing now. 

Example from ASOS:

How to collect and use customer data

Now is a great time to understand your customers and the journey they take across your site. As mentioned earlier, customers will still be looking for products. Here are some ways to gather and optimise that data:

Ensure your analytics tracking is correctly set up and accurate

If sales are down, this is also a good time to explore the customer journey and map out any areas where the journey can be optimised. For example, are you finding customers are landing on product pages instead of category pages and fail to make a purchase?

Read more on how to conduct a Google Analytics audit.

Encourage customers to subscribe to be notified when delivery is available

As well as data collection, this offers the customer an extra service which they might not have previously had, helping customer relationships and therefore, retention. Any data collected through subscription can be used for retargeting during this period and post Covid-19.

How to write engaging content

So your sales have dropped and you can no longer make deliveries, how else can you engage the customer?  Write some great content! Here are some ideas to get you started:

Write top of funnel content 

Top of funnel content can capture potential customers and lead them down the path to purchasing. This type of content is worth investing in now, as it’ll pay off in the future. Some examples include:

Evergreen seasonal content – this content will be relevant every year and can be easily recycled in the future.
Timely content around Covid-19. We are seeing sites writing content around working from home, wellbeing and things to do whilst isolating. This content is highly relevant and relatable during this period.
What are your competitors writing about? Use Ahrefs to discover related queries and content ideas to your industry. Protip: find which keywords your competitors rank for that you don’t using Ahref’s Content GAP functionality.

Check out this guide to writing content for organic traffic.

Example: Lush.com (UK)

Lush can no longer make deliveries. They have communicated clearly to customers that deliveries can’t be made, kept category and product pages live and are instead showcasing related content. The screenshots below are taken from their homepage. 

To communicate the lack of deliveries to customers, Lush have provided a banner and large announcement above the fold on the homepage. This communication is clear and links out to a more detailed article.

Instead of displaying products on the homepage, Lush are now showcasing relevant content such as, a guide to looking after your hands and recommendations on “ways to cope” during Covid-19.

The top nav allows customers to easily contact Lush, browse for products and access their basket. Although orders can’t be made, Lush does encourage customers to signup to create wishlists instead.

Final thoughts

Although the world is experiencing a period of uncertainty and disruption, take the time now to prepare your site and business for a post-Covid world. Investing time into ensuring your site is healthy, that  content is being written and that customers feel supported will pay off. Now is the time to pay more attention to customer support, retention and brand reputation in preparation for the future.

Share any of your e-commerce tips and tricks with us!

Yoast SEO 14.8: Related links block in Premium, a new Schema tab and Arabic keyphrase recognition

Posted by on Aug 24, 2020 in SEO Articles | Comments Off on Yoast SEO 14.8: Related links block in Premium, a new Schema tab and Arabic keyphrase recognition

Yoast SEO 14.8: Related links block in Premium, a new Schema tab and Arabic keyphrase recognition

Get ready for a brand new version of Yoast SEO! The 14.8 release is so full of remarkable free and premium features we’re having a hard time mentioning them all in this short introduction. So, to make everyone’s life easier, let’s start this post with a list of new features.

In Yoast SEO 14.8, you’ll find:

A super easy Related links block in Yoast SEO PremiumA brand new schema tab in the Yoast SEO meta boxArabic keyphrase recognition: the first of more right-to-left languages!An improved readability analysis for Portuguese & Indonesian

Easily add related links with a block

We can’t stress the importance of site structure for SEO enough. That’s one of the reasons why Yoast SEO Premium 14.7 came with a completely revised internal linking tool. Today, we’ll add a new tool to your internal linking toolkit! In addition to the subpages and siblings block for the WordPress block editor, Premium now gives you access to a Related links block for your posts and pages.

This is how it works: If you have Yoast SEO premium, you’ll see internal linking suggestions on the right-hand side of the post editor. Since Yoast SEO 14.7, you’ll find 5 suggestions for links, including posts, pages, tags, or categories. You can select which ones you’d like to include in your post. Now, with the Related links block, it became even easier to add these links! If you’d wish to include them all, for instance as a list of suggested readings below your post, just use the Yoast Related links block.

You’ll find the Related links block by clicking on the plus sign in the WordPress Block editor and searching for Yoast. Of course, you can customize which links will be in the block, as you know your audience best. Let’s see how it works here:

Get Yoast SEO Premium ▸Only $89 USD (ex VAT)

A Schema settings tab: tell Google more about your post or page

Adding Schema to your website helps Google understand what it’s about. This, in turn, helps Google serve the best result to their users. If you have Yoast SEO installed, it already provides Google with the right Schema on your posts and pages, as well as a full structured data graph of your site. This graph shows Google how content on your site relates to each other. In most cases, this is all you need.

In some cases though, you might want some more granular control to further specify with schema what a page is about. By default, Yoast SEO describes all your Pages by using WebPage schema and your Posts by Article schema. But perhaps you’d like to tell Google one of your pages is your Contact page. You can now easily do this in the new Schema tab that you’ll find in the Yoast SEO meta box.

Want to change the Schema settings of a post? Just select the type of page or article in the dropdown:

The Schema tab of the Yoast SEO meta box

Why use the Schema tab?

Hi, Rich Snippet here. Your guide when it comes to Schema, structured data and everything related.

Using Schema can get you those rich results in Google. And that’s kind of awesome, because they will help you stand out. Just like me. So make sure to use this Schema tab where and when you can!

In this article on changing Schema settings you’ll find a list of page and post types you can change it to. It also explains how to change the default setting of a post type in Yoast SEO’s search appearance settings. That’s not something for the faint of heart though, so please read the article before tinkering with these settings.

Want to see our new Schema tab in action? In this video we’ll show you what it looks like:

Arabic keyphrase recognition

Do you write content in Arabic? Then we have some great news for you! Yoast SEO is now able to better analyze right-to-left languages. This is the first step of a proper SEO analysis for these languages. We proudly announce that Arabic is the first right-to-left language we now also offer keyphrase recognition for.

As of the 14.8 release, Yoast SEO recognizes Arabic sentences and words and it even filters out the function words. This means our plugin can properly check whether you’ve used your Arabic focus keyphrase in, for instance, your introduction, slug, and headings. These, what we call, keyphrase-based checks, help you use your focus keyphrase in the right places. This, in turn, will help Google understand what topics you’re writing about and match it with people’s search terms. In fact, this is one of the all-time basics of SEO.

So, now, you can use these checks to optimize your content in Arabic with Yoast SEO! And this is just the start. Be prepared for the addition of more right-to-left languages in Yoast SEO releases soon.

Interested in how we improved the analysis of right-to-left languages? Our linguist Manuel explains all about splitting RTL texts into sentences here.

Improved readability for Portuguese & Indonesian

In Yoast SEO 14.6, Yoast SEO Premium came with Portuguese and Indonesian (Bahasa) word form recognition. Today, we’re expanding the free features for these two languages to provide you with better feedback on the readability of your copy in Portuguese and Indonesian. To give an example of one of these checks, the analysis will calculate whether you’re using passive voice too often in your copy. This is great news for your readers and search engines, as they both love text that is easy to read.

With the addition of these checks, you can now get an even better readability analysis of Portuguese – de nada! – and Indonesian – sama-sama! – with Yoast SEO. Want to know if we offer a readability analysis or word form recognition in your language? Check the list of features per language here.

Yoast SEO 14.8: Something for everyone

Yoast SEO 14.8 comes with enhancements on many areas of SEO: from Schema to keyphrase optimization, and readability to internal linking. We hope there’s something in it that makes you happy too. Please let us know in the comments!

Get Yoast SEO Premium ▸Only $89 USD (ex VAT)

For all fixes and enhancements, feel free to check out the Yoast SEO changelog.

The post Yoast SEO 14.8: Related links block in Premium, a new Schema tab and Arabic keyphrase recognition appeared first on Yoast.

Video: Pam Auugst on SEO automation & XML sitemaps

Posted by on Aug 24, 2020 in SEO Articles | Comments Off on Video: Pam Auugst on SEO automation & XML sitemaps

I’ve got to say, this was a weird video edit because it was recorded the last day I was in my office before the COVID-19 lockdown in New York — and now, I’m publishing it after almost six months of working from home. It is very surreal, but let’s get back to SEO because that is what Pam Auugst of  Pam Ann Marketing and I spoke about that day.

We first talked about SEO automation and how often automating some of the more mundane and receptive SEO tasks can be a huge win-win for both your agency and your clients. Pam has been able to automate some of her daily SEO tasks using Python and spreadsheets; she said doing this is both science and art. It is good advice, SEOs should look to automate reporting, billing and other administrative tasks when possible. But, not all SEO can be automated.

We also spoke about XML sitemaps and the fact that they should not just be published once and forgotten about. She said the sitemaps need to be managed over time, over content and features changes, and then audited. Don’t just push all your URLs to Google in your sitemap files, make sure the content you push is valuable and make sure the content is actually there. CMS platforms can often automate this, but sometimes it can lead to a lot of URLs being submitted to Google you probably do not want to submit.

You can learn more about Pam @pamannmarketing and here is the video:

I started this vlog series recently, and if you want to sign up to be interviewed, you can fill out this form on Search Engine Roundtable. You can also subscribe to my YouTube channel by clicking here. I am currently looking to do socially distant, outside interviews in the NY/NJ tri-state area.

The post Video: Pam Auugst on SEO automation & XML sitemaps appeared first on Search Engine Land.

Site structure: the ultimate guide

Posted by on Aug 21, 2020 in SEO Articles | Comments Off on Site structure: the ultimate guide

Site structure: the ultimate guide

Your site needs to have a defined structure, because without it, it’ll just be a random collection of pages and blog posts. Your users need this structure to navigate on your site, to click from one page to another. Google also uses the structure of your site to determine what content is important and what is less relevant. This guide tells you everything you need to know about site structure.

Table of contents

Why is your site structure important?Importance for usabilityImportance for SEOHow to set up the structure of your siteIdeal site structureYour homepageNavigationTaxonomiesContextual internal linkingContextual linking for blogsContextual linking opportunities for online shopsLanding pagesSearch intentCornerstone content pagesProduct landing pagesMaintaining your site structureEvaluate your menuRethink your taxonomyClean up outdated contentAvoid keyword cannibalizationInternal linking with Yoast SEOSite structure: in short

Why is your site structure important?

Structuring your website is crucial for both its usability and findability. Many sites lack a sound structure to guide visitors to the information they’re looking for. Having a clear site structure also leads to a better understanding of your site by Google, so it’s incredibly important for your SEO. Let’s take a closer look at how this works.

Importance for usability

The structure of your website has a significant impact on the experience for your visitors (UX). If visitors can’t find the products and information they’re looking for, it’s not very likely they’ll become regular visitors or customers. In other words, you should help them navigate your site. A good site structure will help with this.

Navigating should be easy. You need to categorize and link your posts and products so they are easy to find. New visitors should be able to instantly grasp what you’re writing about or selling.

Importance for SEO

A solid site structure vastly improves your chances of ranking in search engines. There are three main reasons for this:

a. It helps Google ‘understand’ your site

The way you structure your site will give Google vital clues about where to find the most valuable content on your site. It helps search engines understand what your site mainly is about or what you’re selling. A decent site structure also enables search engines to find and index content quickly. A good structure should, therefore, lead to a higher ranking in Google.

b. It prevents you from competing with yourself

On your site, you might have blog posts that are quite similar. If, for example, you write a lot about SEO, you could have multiple blog posts about site structure, each covering a different aspect. Consequently, Google won’t be able to tell which of these pages is the most important, so you’ll be competing with your own content for a high ranking in Google. You should let Google know which page you think is most important. You need a good internal linking and taxonomy structure to do this, so all those pages can work for you, instead of against you.

c. It deals with changes on your website

The products you sell in your shop likely evolve over time. So does the content you’re writing. You probably add new product lines as old stock sells out. Or you write new articles that make old ones redundant. You don’t want Google to show outdated products or deleted blog posts, so you need to deal with these kinds of changes in the structure of your site.

Are you struggling with setting up your site’s structure? Don’t know what the best strategy is to link from one post to another? Check out our Site structure training, part of our Yoast SEO academy training subscription. Before you know it, you’ll be able to improve your rankings by creating the best structure for your site!

How to set up the structure of your site

So, how do you construct a solid site structure? First, we’ll look at an ideal site structure; then we’ll explain how to achieve this for your own site.

Ideal site structure

Let’s start by looking at an ideal situation: if you’re starting from scratch, how should you organize your site? We think a well-organized website looks like a pyramid with a number of levels:

1. Homepage

2. Categories (or sections)

3. Subcategories (only for larger sites)

4. Individual pages and posts

The homepage should be all the way at the top. Then, you have some sections or category pages beneath it. You should be able to file all of your content under one of these categories. If your site is larger, you can divide these sections or categories into subcategories as well. Beneath your categories or subcategories are your individual pages and posts.

An ideal site structure looks like a pyramid. On top you’ll find the homepage, right below that the main sections or categories, possibly followed by subcategories. On the ground you’ll find all the individual posts and pages.

Your homepage

On top of the pyramid is the homepage. Your homepage should act as a navigation hub for your visitors. This means, amongst others, that you should link to your most important pages from your homepage. By doing this:

Your visitors are more likely to end up on the pages you want them to end up on;You show Google that these pages are important.

Further down this article, we’ll help you determine which of your pages are essential to your business.

Beware not to try to link to too many pages from your homepage, because that will cause clutter. And a cluttered homepage doesn’t guide your visitors anywhere. If you want to optimize your homepage further, there are a lot of other things you can do. Read Michiel’s article on homepage SEO to find out what.

Navigation

In addition to having a well-structured homepage, it’s also important to create a clear navigation path on your site. Your site-wide navigation consists of two main elements: the menu and the breadcrumbs.

The menu

First, let’s take a look at the menu. The website menu is the most common aid for navigation on your website and you want to make the best possible use of it. Visitors use your menu to find things on your website. It helps them understand the structure of your website. That’s why the main categories on your site should all have a place in the menu on your homepage.

Furthermore, it’s not always necessary to put everything in just one menu. If you have a big site with lots of categories, this may clutter your website and makes your main menu a poor reflection of the rest of your site. Where it makes sense, it’s perfectly fine to create a second menu.

For instance, eBay has one menu at the top of the page – also called the top bar menu – and in addition to that, a main menu. This top bar menu links to important pages that aren’t categories in the shop, like pages that have to do with the visitor’s personal account on the site. The main menu reflects the most important product categories on eBay.

Finally, just like on your homepage, you shouldn’t add too many links to your menu. If you do, they will become less valuable, both for your users and for search engines.

Read all about optimizing your website’s menu here or take our site structure training that includes lots of examples!

Breadcrumb trail

You can make your site’s structure even clearer by adding breadcrumbs to your pages. Breadcrumbs are clickable links that are usually visible at the top of a page or post. Breadcrumbs reflect the structure of your site. They help visitors determine where they are on your site. They improve both the user experience as well as the SEO of your site, as you can read in Edwin’s guide on breadcrumbs.

If you use a WordPress site, you can use one of the many breadcrumb plugins that are available. You can also use our Yoast SEO plugin, as we’ve implemented a breadcrumb functionality in our plugin as well.

Taxonomies

WordPress uses so-called taxonomies to group content (other CMSs often have similar systems). The word ‘taxonomy’ is basically a fancy term for a group of things – website pages, in this case – that have something in common. This is convenient because people looking for more information on the same topic will be able to find similar articles more easily. You can group content in different ways. The default taxonomies in WordPress are categories and tags.

Categories

You should divide the blog posts or products on your site into a number of categories. If these categories grow too big, you should divide these categories into subcategories, to clear things up again. For example, if you have a clothing store and you sell shoes, you can decide to divide this category into a number of subcategories: ‘boots’, ‘heels’, and ‘flats’. All of these subcategories contain products, in this case shoes, of that specific type.

Adding this hierarchy and categorizing to your pages helps your user and Google make sense of every single page you write. When implementing your category structure, make sure to add your main categories to the main menu of your site.

Read on: Using category and tag pages for SEO »

Tags

Your site’s structure will also benefit from adding tags. The difference between a category and a tag mostly has to do with structure. Categories are hierarchical: you can have subcategories and even sub-subcategories. Tags, however, don’t have that hierarchy. Tags just say: “Hey, this article or product has a certain property that might be interesting for a visitor.” Think of it like this: categories are the table of contents of your website, and tags are the index. A tag for the online clothing store mentioned above could be a brand, for instance, Timberlands.

Keep on reading: What is the difference between tags and categories? »

Try not to create too many tags. If you add a new unique tag to every post or article, you’re not structuring anything. Make sure each tag is used at least twice, and that your tags group articles that genuinely belong together.

Some WordPress themes display tags with each post, but some don’t. Make sure your tags are available to your visitors somewhere, preferably at the bottom of your article or in the sidebar. Google isn’t the only one that likes tags: they are useful for your visitors too, who may want to read more about the same topic.

Read more: Tagging post properly for users and SEO »

Contextual internal linking

Site structure is all about grouping and linking the content on your site. Until now, we mostly discussed so-called classifying links: links on your homepage, in your navigation and taxonomies. Contextual links, on the other hand, are internal links within the copy on your pages that refer to other pages within your site. For a link to be contextual, the page you link to should be relevant for someone reading the current page. If you look at the previous paragraph, for instance, we link to a post about tagging, so people can learn more about it if they’re interested.

Your most important pages are probably often very relevant to mention on several pages across your site, so you’ll link to them most often. Just remember that not only the page you’re linking to is relevant, the context of the link is important as well.

Google uses the context of your links to gather information about the page you’re linking to. It always used the anchor text (or link text) to understand what the page you’re linking to is about. But the anchor text isn’t the only thing Google looks at. Nowadays, it also considers the content around the link to gather extra information. Google is becoming better at recognizing related words and concepts. Adding links from a meaningful context allows Google to properly value and rank your pages. Yoast SEO Premium makes internal linking a breeze by automatically suggesting relevant content from your site to link to.

Contextual linking for blogs

For blogs you should write extensively on the topics you’d like to rank for. You should write some main articles (your cornerstone articles) and write various posts about subtopics of that topic. Then link from these related posts to your cornerstone articles, and from the cornerstone articles back to related posts. In this way, you’ll make sure that your most important pages have both the most links and the most relevant links.

The following metaphor might help you understand this principle: Imagine you’re looking at a map of a state or country. You’ll probably see many small towns and some bigger cities. All towns and cities will be interconnected somehow. You’ll notice that small towns often have roads leading to the big cities. Those cities are your cornerstones, receiving the most links. The small towns are your posts on more specific topics. There are some roads (links) leading to these smaller towns, but not as much as to the big cities.

Keep reading: Internal linking why and how »

Contextual linking opportunities for online shops

Contextual internal linking works differently on an online shop with very few to no pages that are exclusively meant to inform. You don’t explore a specific topic on your product pages: you’re selling a product. Therefore, on product pages, you mostly want to keep people on a page and convince them to buy the product. Consequently, contextual linking is far less prominent in this context. You generally shouldn’t add contextual links to your product descriptions, because it could lead to people clicking away from the page.

There are just a couple of meaningful ways of adding contextual links to your product pages:

link from a product bundle page to the individual productsa ‘related items’ or ‘compare with similar items’ sectiona ‘customers also bought’ sectiona ‘product bundles’ or ‘frequently bought together’ section.

Learn all about setting up a great (internal linking) structure for your online store with our Site structure training, part of our Yoast SEO academy training subscription. We’ve included lots of examples from real websites!

Landing pages

Landing pages are the pages you want your audience to find when they search for specific keywords you’ve optimized for. For instance, we want people who search for ‘free SEO training’ to end up on the page about our free training called ‘SEO for beginners’. You need to approach the content of your most important landing pages differently than your other, regular pages.

Here, we’ll discuss two types of landing pages: cornerstone pages and product landing pages. They’re both pages you’d like people to land on from the search engines, but they require quite a different approach. But first, we’ll shortly go into search intent, because you have to know what your audience is really looking for.

Search intent

When setting up your site structure, you need to think about search intent. It’s about what you think people are looking for when they enter a query into a search engine. What do people want to find? And: what do they expect to find?

Take the time to think about different possibilities in search intent, as you might want to cater to different types on your site. Are people just looking for an answer to a question or a definition? Are they comparing products before purchase? Or, are they intending to buy something right away? This is often reflected in the type of query they make. You can also use the search results pages to create intent-based content.

When you have idea of the search intent it’s essential to make sure your landing page fits the search intent of your audience. Pages can answer more than one search intent, but you need a clear view for at least your most important pages.

Read all about search intent and why it’s important for SEO.

Cornerstone content pages

Cornerstone articles are the most important informational articles on your website. Their focus is to provide the best and most complete information on a particular topic, their main goal is not to sell products.

Because of this focus, we usually think of blogs when talking about cornerstone content. Of course, that doesn’t mean it can only be a blog post. All different kinds of websites have cornerstone articles! Rule of thumb: if an article brings everything you know about a broad topic together, it’s a cornerstone content article.

In this article, Marieke explains what cornerstone content is and how to create it.

Product landing pages

Product landing pages significantly differ from cornerstone articles. The latter are lengthy, where product landing pages shouldn’t be that long. Rather than complete articles, they should be focused. These pages only need to show what your visitors need to know to be convinced. They don’t need to hold all the information.

You obviously want to rank with these pages though, and that means they need content. Enough content for Google to understand what the page is about and what keyword it should rank for. Where cornerstone articles could be made up by thousands of words, a couple of hundreds could be enough for product landing pages. The main focus of the content should be on your products.

Michiel listed all the essentials of your product landing page here.

Maintaining your site structure

Structuring or restructuring your content doesn’t always have high priority within everything you have to do. Especially when you blog a lot, or add other content regularly, it might feel like a chore. Although it isn’t always fun, you have to do it, or your website might become a mess. To prevent that from happening, you need to not only fix your site structure but keep an eye on it while adding new content. Site structure should definitely be part of your long-term SEO strategy.

Evaluate your menu

When your business goal or website changes, your menu also needs to change. When you start thinking about restructuring your site, planning things visually will pay off. Make a flowchart.

Start with your new menu one or two levels deep and see if you can fit in more of the pages you have created over the years. You’ll find that some pages are still valid, but don’t seem relevant for your menu anymore. No problem, just be sure to link to them on related pages and in your sitemaps, so that Google and your visitors can still find these pages. The flowchart will also show you any gaps in the site structure.

Read on: Optimizing your website menu »

Rethink your taxonomy

Creating an overview of your categories, subcategories and products or posts will also help you to rethink your site’s taxonomy. This could be a simple spreadsheet, but you can use more visual tools like LucidChart or MindNode too.

Do your product categories and subcategories still provide a logical overview of your product range or your posts and pages? Perhaps you’ve noticed somewhere down the line that one category has been far more successful than others, or maybe you wrote a lot of blog posts on one subject and very few on others.

If one category grows much larger than others, your site’s pyramid could be thrown off balance. Think about splitting this category into different categories. But, if some product lines end up much smaller than others, you might want to merge them. Don’t forget to redirect the ones you delete.

In the unlikely event you have built your HTML sitemap manually, update that sitemap after changing your site structure. In the far more likely event you have an XML sitemapre-submit it to Google Search Console.

Keep on reading: The structure of a growing blog »

Clean up outdated content

Some outdated articles you might be able to update and republish, to make them relevant again. If an article is outdated but no one reads it anyway, you might opt for getting rid of it altogether. This could clean up your site nicely.

What you should know in that case, is that you should never just delete a page or article. If Google cannot find the page it serves your user a 404 error page. Both the search engine and your visitor will see this error message saying the page doesn’t exist, and that is a bad experience and thus, bad for your SEO.

Be smart about this! You need to properly redirect the URL of the page you’re deleting, so your user (and Google) lands on a different page that is relevant to them. That could even improve your SEO!

Avoid keyword cannibalization

Your website is about a specific topic, which could be quite broad or rather specific. While adding content, you should be aware of keyword cannibalization. If you’re optimizing your articles for keywords that are all too similar, you’ll be devouring your own chances of ranking in Google. If you optimize different articles for similar key terms, you’ll be competing with yourself, and it’ll make both pages rank lower.

If you suffer from keyword cannibilization you’ll have some work to do. In short, you should research the performance of your content, and probably merge and redirect some of it.  When merging posts, we recommend creating a new draft by cloning one of the original posts with Yoast Duplicate Post plugin. This gives you the freedom to work on your merged post without making these changes to a live post. Read the guide by Joost to learn more about keyword cannibalization and how to fix it.

Internal linking with Yoast SEO

Feeling a bit overwhelmed by all this advice? Yoast SEO has some handy tools to make internal linking so much easier.

Yoast SEO’s text link counter visualizes your links so you can optimize them. It shows the internal links in a post and the internal links to a post. You can use this tool to enhance your site structure, by improving the links between your related posts. Make sure your cornerstones get the most (relevant) links!

Yoast SEO Premium helps you with your internal linking as well. Our internal linking suggestions tool will show you which articles are related to the one you’re writing, so you can easily link to them: just by dragging the link into your editor!

The internal linking suggestions even include other content types

Moreover, our tool allows you to indicate which articles you consider to be cornerstone content on your site. This way those articles will be shown on top of the internal linking suggestions. You’ll never forget to link to them again.

Read more: How to use Yoast SEO for your cornerstone content strategy »

Site structure: in short

As we have seen, there are several reasons why site structure is important. Good site structure helps both your visitors and Google navigate your site. It makes it easier to implement changes and prevents competing with your own content. So use the tips and pointers in this guide to check and improve your site structure. That way, you’ll stay on top of things and keep your website from growing out of control!

Want to get improve your site structure, but don’t know where to start? Get our Site structure training! It’s part of our Yoast SEO academy training subscription. We’ll guide you through the process step by step. 

Keep reading: WordPress SEO: The definitive guide to higher rankings for WordPress sites »

The post Site structure: the ultimate guide appeared first on Yoast.

Managing Algorithmic Volatility

Posted by on Aug 21, 2020 in SEO Articles | Comments Off on Managing Algorithmic Volatility

Managing Algorithmic Volatility

Upon the recently announced Google update I’ve seen some people Tweet things like

if you are afraid of algorithm updates, you must be a crappy SEO
if you are technically perfect in your SEO, updates will only help you

I read those sorts of lines and cringe.

Here’s why…

Fragility

Different businesses, business models, and business structures have varying degrees of fragility.

If your business is almost entirely based on serving clients then no matter what you do there is going to be a diverse range of outcomes for clients on any major update.

Let’s say 40% of your clients are utterly unaffected by an update & of those who saw any noticeable impact there was a 2:1 ratio in your favor, with twice as many clients improving as falling.

Is that a good update? Does that work well for you?

If you do nothing other than client services as your entire business model, then that update will likely suck for you even though the net client impact was positive.

Why?

Many businesses are hurting after the Covid-19 crisis. Entire categories have been gutted & many people are looking for any reason possible to pull back on budget. Some of the clients who won big on the update might end up cutting their SEO budget figuring they had already won big and that problem was already sorted.

Some of the clients that fell hard are also likely to either cut their budget or call endlessly asking for updates and stressing the hell out of your team.

Capacity Utilization Impacts Profit Margins

Your capacity utilization depends on how high you can keep your steady state load relative to what your load looks like at peaks. When there are big updates management or founders can decide to work double shifts and do other things to temporarily deal with increased loads at the peak, but that can still be stressful as hell & eat away at your mental and physical health as sleep and exercise are curtailed while diet gets worse. The stress can be immense if clients want results almost immediately & the next big algorithm update which reflects your current work may not happen for another quarter year.

How many clients want to be told that their investments went sour but the problem was they needed to double their investment while cashflow is tight and wait a season or two while holding on to hope?

Category-based Fragility

Businesses which appear to be diversified often are not.

Everything in hospitality was clipped by Covid-19.
40% of small businesses across the United States have stopped making rent payments.
When restaurants massively close that’s going to hit Yelp’s business hard.
Auto sales are off sharply.

Likewise there can be other commonalities in sites which get hit during an update. Not only could it include business category, but it could also be business size, promotional strategies, etc.

Sustained profits either come from brand strength, creative differentiation, or systemization. Many prospective clients do not have the budget to build a strong brand nor the willingness to create something that is truly differentiated. That leaves systemization. Systemization can leave footprints which act as statistical outliers that can be easily neutralized.

Sharp changes can happen at any point in time.

For years Google was funding absolute garbage like Mahalo autogenerated spam and eHow with each month being a new record. It is very hard to say “we are doing it wrong” or “we need to change everything” when it works month after month after month.

Then an update happens and poof.

Was eHow decent back in the first Internet bubble? Sure. But it lost money.
Was it decent after it got bought out for a song and had the paywall dropped in favor of using the new Google AdSense program? Sure.
Was it decent the day Demand Media acquired it? Sure.
Was it decent on the day of the Demand Media IPO? Almost certainly not. But there was a lag between that day and getting penalized.
Panda Trivia

The first Panda update missed eHow because journalists were so outraged by the narrative associated with the pump-n-dump IPO. They feared their jobs going away and being displaced by that low level garbage, particularly as the market cap of Demand Media eclipsed the New York Times.

Journalist coverage of the pump-n-dump IPO added credence to it from an algorithmic perspective. By constantly writing hate about eHow they made eHow look like a popular brand, generating algorithmic signals that carried the site until Google created an extension which allowed journalists and other webmasters to vote against the site they had been voting for through all their outrage coverage.

Algorithms & the Very Visible Hand

And all algorithmic channels like organic search, the Facebook news feed, or Amazon’s product pages go through large shifts across time. If they don’t, they get gamed, repetitive, and lose relevance as consumer tastes change and upstarts like Tiktok emerge.

Consolidation by the Attention Merchants

Frequent product updates, cloning of upstarts, or outright acquisitions are required to maintain control of distribution:

“The startups of the Rebellion benefited tremendously from 2009 to 2012. But from 2013 on, the spoils of smartphone growth went to an entirely different group: the Empire. … A network effect to engage your users, AND preferred distribution channels to grow, AND the best resources to build products? Oh my! It’s no wonder why the Empire has captured so much smartphone value and created a dark time for the Rebellion. … Now startups are fighting for only 5% of the top spots as the Top Free Apps list is dominated by incumbents. Facebook (4 apps), Google (6 apps), and Amazon (4 apps) EACH have as many apps in the Top 100 list as all the new startups combined.”

Apple & Amazon

Emojis are popular, so those features got copied, those apps got blocked & then apps using the official emojis also got blocked from distribution. The same thing happens with products on Amazon.com in terms of getting undercut by a house brand which was funded by using the vendor’s sales data. Re-buy your brand or else.

Facebook

Before the Facebook IPO some thought buying Zynga shares was a backdoor way to invest into Facebook because gaming was such a large part of the ecosystem. That turned out to be a dumb thesis and horrible trade. At times other things trended including quizzes, videos, live videos, news, self hosted Instant Articles, etc.

Over time the general trend was edge rank of professional publishers fell as a greater share of inventory went to content from friends & advertisers. The metrics associated with the ads often overstated their contribution to sales due to bogus math and selection bias.

Internet-first publishers like CollegeHumor struggled to keep up with the changes & influencers waiting for a Facebook deal had to monetize using third parties:

“I did 1.8 billion views last year,” [Ryan Hamilton] said. “I made no money from Facebook. Not even a dollar.” … “While waiting for Facebook to invite them into a revenue-sharing program, some influencers struck deals with viral publishers such as Diply and LittleThings, which paid the creators to share links on their pages. Those publishers paid top influencers around $500 per link, often with multiple links being posted per day, according to a person who reached such deals.”

YouTube

YouTube had a Panda-like update back in 2012 to favor watch time over raw view counts. They also adjust the ranking algorithms on breaking news topics to favor large & trusted channels over conspiracy theorist content, alternative health advice, hate speech & ridiculous memes like the Tide pod challenge.

All unproven channels need to start somewhat open to gain usage, feedback & marketshare. Once they become real businesses they clamp down. Some of the clamp down can be editorial, forced by regulators, or simply anticompetitive monpolistic abuse.

Kid videos were a huge area on YouTube (perhaps still are) but that area got cleaned up after autogenerated junk videos were covered & the FTC clipped YouTube for delivering targeted ads on channels which primarily catered to children.

Dominant channels can enforce tying & bundling to wipe out competitors:

“Google’s response to the threat from AppNexus was that of a classic monopolist. They announced that YouTube would no longer allow third-party advertising technology. This was a devastating move for AppNexus and other independent ad technology companies. YouTube was (and is) the largest ad-supported video publisher, with more than 50% market share in most major markets. … Over the next few months, Google’s ad technology team went to each of our clients and told them that, regardless of how much they liked working with AppNexus, they would have to also use Google’s ad technology products to continue buying YouTube. This is the definition of bundling, and we had no recourse. Even WPP, our largest customer and largest investors, had no choice but to start using Google’s technology. AppNexus growth slowed, and we were forced to lay off 100 employees in 2016.”

Everyone Else

Every moderately large platform like eBay, Etsy, Zillow, TripAdvisor or the above sorts of companies runs into these sorts of issues with changing distribution & how they charge for distribution.

Building Anti-fragility Into Your Business Model

Growing as fast as you can until the economy craters or an algorithm clips you almost guarantees a hard fall along with an inability to deal with it.

Markets ebb and flow. And that would be true even if the above algorithmic platforms did not make large, sudden shifts.

Build Optionality Into Your Business Model

If your business primarily relies on publishing your own websites or you have a mix of a few clients and your own sites then you have a bit more optionality to your approach in dealing with updates.

Even if you only have one site and your business goes to crap maybe you at least temporarily take on a few more consulting clients or do other gig work to make ends meet.

Focus on What is Working

If you have a number of websites you can pour more resources into whatever sites reacted positively to the update while (at least temporarily) ignoring any site that was burned to a crisp.

Ignore the Dead Projects

The holding cost of many websites is close to zero unless they use proprietary and complex content management systems. Waiting out a penalty until you run out of obvious improvements on your winning sites is not a bad strategy. Plus, if you think the burned site is going to be perpetually burned to a crisp (alternative health anyone?) then you could sell links off it or generate other alternative revenue streams not directly reliant on search rankings.

Build a Cushion

If you have cash savings maybe you guy out and buy some websites or domain names from other people who are scared of the volatility or got clipped for issues you think you could easily fix.

When the tide goes out debt leverage limits your optionality. Savings gives you optionality. Having slack in your schedule also gives you optionality.

The person with a lot of experience & savings would love to see highly volatile search markets because those will wash out some of the competition, curtail investments from existing players, and make other potential competitors more hesitant to enter the market.

Categories: internet

How do You Develop a Content Style Guide?

Posted by on Aug 21, 2020 in SEO Articles | Comments Off on How do You Develop a Content Style Guide?

How do You Develop a Content Style Guide?

Do you have multiple writers writing for your website? Or are you a writer yourself working on different projects like website copy, emails, newsletters and more?

The way you write matters when it comes to expressing yourself before your audience. That is why you need to know precisely what governs your style of writing.

For every brand, consistency in style, grammar, tone, and punctuation are essential tools to make your content enjoyable and engaging. All this can only be achieved if you have a content style guide – and stick with it.

Content style guide creates uniformity besides allowing your content to entice the reader. So, how do you develop a compelling style guide? Read on to find the right answers.

The Importance of Style Guide

A content style guide describes a set of organized rules that you need to follow for your copywriting.

Such rules will help you when creating website content like social media posts, blog articles, email content, eBooks, webpages and any form of online writing.  

i)It Promotes Consistency

At this age of information technology, people are getting smarter each day. This is to say that if your brand is not consistent, they will easily notice. 

For instance, if you create compelling and engaging content on one platform but submit substandard content on another, they may not recognize your brand. Therefore, you need to maintain consistency to allow your audience to easily identify your brand.

When you think about Apple’s copywriting, what comes to your mind?

It’s usually attention-grabbing, descriptive, but also sounds crisp and professional.

It’s only possible for me to describe their copywriting style because it has been consistently not only for all of its marketing efforts, but also throughout the years.

Stay consistent, and your clients will remember you better.

ii)It Gives Priority to Your Audience

The idea behind content style guides is to enable you to communicate more effectively with your audiences. What you include in your style should meet their needs and expectations in every content you create. 

Let’s look at Apple again as an example, they are a tech company and offers products with a premium price tag. Now, how can they wow the crowd and make them overlook the hefty price tag?

Copywriting wise, Apple always make sure to dash out the specs of their products in an easily consumable way, and turn it into a wow factor.

They know those willing to drop big bucks are expecting the get the best. And through their copywriting, they make sure to promise you the best.

This is the reason why your content must be relevant to their behaviors, interests, and activities. In other words, your style guide should give priority to your audiences’ needs in a more impactful way.

iii) It Encourages Good Practice

The first step in creating the best content for your target audience is to carry out a thorough research on the subject matter. 

A good content style guide is created with its purpose in mind.

Your brand, business goals, audience, and close competitors will influence your content style guide as well. This means that you should strive to get more insight into what you are trying to present to your audience. 

Apply what kind of knowledge you have acquired such as discovery sessions, stakeholder interviews, and content audits. All these give you a good starting point.

iv) It Creates Good Content

The content style guide is all about how you communicate with others. This is important, especially when creating a brand for a particular audience.

Despite the style guide being a practical resource, it is also a commitment to creating relevant content. So punctuation, formatting, and grammar should determine the quality of your work

Luckily, the content style guide helps you to keep all this in check. Other elements such as trends, personality and brand values come in later to make your content even better.

Steps to Creating a Style Guide

Here are the steps to follow:

i)Express Your Personality in Three Words

Look out for three important words that describe your personality. Also, make sure to add an explanation of what the three words mean. 

For example, a single word can have several meanings to different people. By providing the meaning of each word, you will help your audience to understand your message better.

Are you young, ambitious, and friendly? Or are you traditional, precise, and details oriented? 

With this firmly in mind, it can greatly change your brand’s image through copywriting.

ii) Find Out What Makes You Stand Out in the Crowd

In this step, you should only focus on relevant information about what gives you an edge over others.

Don’t dwell so much on controversial content in a bid to capture the attention of your audience. Just go straight to the point and state clearly what makes you or your brand unique from your competitors.

For example, TOMS is a footwear brand, but they are also known for their eco-friendly and charitable approach. Because they made sure that everyone knows about that.

Be like TOMS.

TOMS’ copywriting and marketing as a whole focuses heavily on their environmental-friendly, and charity activities. Which is what sets them apart from so many other footwear brands. 

iii)Pay Attention to Your Audience

You need to know what your audience could be thinking when reading your content. This helps you create something that will stand out to them more, and thus closer to their heart.

They might be used to their usual brands but still looking for better options. Take advantage of their situation and pay attention to what they want, can you offer a better price? Or perfects round the clock customer support? Highlight those to turn a visitor into a customer.

Also useful, is to find out as much as you can about how they communicate. 

Take advantage of their situation and pay attention to what they want. Find out as much as you can about how they communicate. 

Ask yourself if their form of communication is formal, casual or humorous. Once you have this information at the back of your mind, you will find it easy to create content that your new audience will like.

iv) Don’t Force Engagement with Your Audience

The next step in developing good content is engaging your audience. Let your tone be their guiding principle when reading through your work. 

But don’t let them feel that you are forcing engagement with them. Just relax and let everything else fall in place.

Things To Consider When Creating Your Content Style Guide

i) Choose Your External Style Book

Several established manuals for external style books do exist out there. Each of them can give you a solid foundation when creating your content. No wonder most companies use one of the following external style books to creating high-quality content:

The Chicago ManualAP StylebookYahoo Style Guide

ii) Grammar and Punctuation

After picking your external stylebook, the next task is to use the set the rules on grammar and punctuation.

With punctuation and grammar, you must take into account any common issues arising while creating content, capitalizing names, titles and many more. Also, you must know when and when not to apply abbreviations, Oxford comma and certain terms you are likely to use so often. 

Or when it’s ok to not follow the grammar and punctuation rules from the style guide.

There exist a whole debate over should there be a comma after the word “and”. This is something you should make clear when creating a content style guide.

iii)Style and Tone

Consider the following situations:

Whether to use passive or active voice.Writing in first, second or third person.How to handle legal language and jargon.

These details can really make or break the consistency of copywriting styles across your different platforms and copies, so do not leave them out.

iv) Your audience’s persona

Is your potential audience professionals? Are they baby boomers? Or are they stay-at-home moms? You should make it known in the content style guide who you are writing for, so you can write to them better.

Creating a detailed audience persona can help your copywriters to craft out more precise copies that can strike a chord with your readers. Building that much needed connection.

Developing personas of your potential customers and choosing which of them to address for each piece of content, can greatly help in creating higher quality content. (image source)

v) Types of Content

Content is available in all types but only a few are right for your audience.

In this regard, your content style guide must take outline and enlist only the most relevant content that can best showcase your brand while highly reachable for your targeted audience.

Focus more on decision making while keeping your target audience in mind. Examples of content that you may use include videos, audiobooks, podcasts, images, infographic and blog articles.

There are a lot of different types of content, choose the ones most suited for your business and can reach to the most potential clients. (image source)

vi)Formatting

Do you want first-line indent? How long should a paragraph be? Are long-winded sentences ok?

You should set some rules on formating to make sure all contents’ formating are uninformed and you do not spend precious time deleting spaces, or combining paragraphs.

Final Thought

When it comes to creating content, you need to adopt a guideline that governs your style.

The content style guide should be created meticulously, with all details and situations considered, in order to guide you throughout your work, helping you to come up with engaging and compelling content for your target audience.

I hope this piece has been helpful to help you in creating a content style guide for you and your copywriters so you can pump out more content that is consistent in quality, add points to your branding effort, and helps you connect better with your clients.

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