SEO Articles

Microsoft Ads announces optimization score

Optimization Score is now available on the Recommendations tab in Microsoft Ads, according to the latest announcement from the company. The new scoring system is meant to help improve advertisers’ account optimization status and potential, help advertisers spend their time more efficiently and to prioritize the optimization actions with higher impact, and track their optimization efforts over time.

“Along with the overall Optimization Score, you’ll see a list of recommendations tailored specifically for your account, to help you optimize each campaign. Each recommendation displays a score uplift percentage, showing how much your optimization score will be impacted when you apply or dismiss that recommendation. Optimization Score is available at Account and Campaign level, and is shown for active Search, Shopping and Audience campaigns,” said Jessica Cui, Principal Program Manager and Cristiano Ventura Sr. Product Marketing Manager.

How to check Optimization Score in Microsoft Ads. Visit the Recommendations page in Microsoft Advertising. “You’ll see a percentage score in blue (see below). Each category of recommendations is shown with an aggregated score uplift from the recommendations belonging to it, and each recommendation is indicated with a score uplift in an ellipse on the top right of the card with a value from 0.1% to 100%, representing its estimated impact on your account or campaign performance,” wrote Cui and Ventura. If you apply or dismiss a recommendation, your score will adjust accordingly.

How is Optimization Score calculated? Microsoft Advertising looks at multiple aspects of a campaign: bidding and budgets, keywords and targeting, and ads and extensions. From there it determines if these features are fully optimized and displays recommendations for full optimization. “The recommendation is evaluated by its impact to your performance: the more performance impact from the recommendation, the greater effect on your overall score,” according to the announcement.

How to improve your scores. Any recommendation can be applied or dismissed. “You can see the total score achieved from the dismissed recommendations, showing as the light blue portion of the percentage bar. For example, if you apply or dismiss a recommendation that has a score uplift of 10%, your account’s optimization score increases by 10%. Applying or dismissing all recommendations can get you to 100% for your account,” said Microsoft Ads.

Why we care. Google has had optimization scores and the ability to apply or dismiss for a while now. This means Microsoft Advertisers will have a similar experience in the competitor platform. The availability of Optimization Score in Microsoft Ads now means advertisers have the option to ensure they understand all of the recommendations and consider options they may not have before.

The post Microsoft Ads announces optimization score appeared first on Search Engine Land.

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7 ways to improve product descriptions in your online store

7 ways to improve product descriptions in your online store

These days, it seems as if everyone and their mother have an online store. Platforms such as WooCommerce and Shopify make it easy to start one, so why not? But, creating a shop doesn’t equal success. There are a lot of moving parts before you can celebrate sale after sale. One of those is writing great product descriptions.

Table of contentsWhy would you improve the descriptions for your products?0. Use WooCommerce SEO if your site runs on WooCommerce1. Always focus on your customer2. Don’t rely on generic text from manufacturers3. Don’t write for search engines (but do)4. Focus on solving the user’s pain5. Stay away from cliches and avoid using superlatives6. Make it personal7. Use user stories and examplesImprove the product descriptions for an online store

Why would you improve the descriptions for your products?

Two of the most important tools you have at your disposal to sell your products are product photography and writing product descriptions. An online store has to work extra hard to make products on your product pages tangible for your customer. Customers can’t handle your products in the flesh, so they have to make do with a description and imagery — so these better are great!

Unfortunately, many ecommerce sites don’t take this to heart. There are a lot of opportunities for online stores to improve their offerings. That also means there’s a lot of room for forward-thinking online stores to conquer the market. Whatever you do, there’s always a chance to improve your product descriptions. Don’t rely on tedious and standard stuff!

Do you need more reasons to improve your product descriptions? Good product descriptions help you:

Communicate benefits more clearly,establish a voice,improve customer experience,increase the chance of ranking your product in the search results,get higher conversion rates,get more return customers/build relationships,create trust.

See what we mean?

0. Use WooCommerce SEO if your site runs on WooCommerce

Before we get into the ways to improve your product descriptions, we want to mention our recently updated WooCommerce SEO plugin. If your website is running on WooCommerce, this add-on helps you maximize the performance of your online store. Now, WooCommerce SEO comes with an analysis that gives you feedback that you can use to optimize your product pages.

This analysis is specifically aimed at improving your product content and the SEO of your product pages. It enables you to build unbeatable product pages that are ready to get ranking. So if you don’t have WooCommerce SEO yet, make sure to get it right now!

1. Always focus on your customer

Step number one in almost everything SEO is doing keyword research. The same goes for improving product descriptions. You need to know the product, the customer, and how they write or talk about this particular product. You need to know how the customer comes from realizing a need to buying a product from you: the user journey.

It might be that the manufacturer came up with a snazzy name and description that in no way aligns with the consumer’s thoughts about this product. A particle destroyer doesn’t scream vacuum cleaner, right? Don’t amplify that; keep it sensible and understandable.

Doing keyword research for products also gives you an idea about how to talk about products — not just about which words to use. Find out the real value of the product and use consumers’ way of talking to communicate that.

2. Don’t rely on generic text from manufacturers

It’s easy to use the descriptions provided by manufacturers. The content is in the data set, so why not use it? Well, there are a couple of reasons why you shouldn’t use that default description. One, many other online stores selling the same products use these descriptions. Two, many other online stores selling the same products use these descriptions. See, duplicate content!

Standard manufacturer descriptions are abundant in the search results

It’s hard to stand out if you are like everyone else. Of course, it’s hard for some products to come up with a description that accurately describes the product in your unique way. Plus, you might have many slight variations of a product, causing much frustration in writing those individual descriptions. Still, if there’s only the slightest possibility of writing something that stands out — go for it.

In researching, search for your product in Google and see which competitor comes up. Analyze their writing and see how you can top that.

3. Don’t write for search engines (but do)

One of the most important things to remember is that you are writing for humans, not machines. Of course, writing a good product description makes it easier for search engines to understand it, but that shouldn’t be your goal. Your goal is to communicate the product’s value to customers and sell it as a solution.

Doing keyword research will give you an idea of which terms a product ranks for — and you know what people use to describe it. Combining these helps you write great product descriptions that can do well for search engines and consumers alike!

Don’t forget to use Yoast SEO to get your product pages ready for the search engines, plus, if your site runs on WooCommerce, you’ll enjoy our WooCommerce SEO add-on. If you want to broaden your horizon and increase the chance of your site turning up in Google, you could start blogging on your ecommerce store.

4. Focus on solving the user’s pain

It’s easy to list a selection of plusses that you think are a good fit for the product. Maybe add some specifications while you are at it. But, then you might end up with a product description written from your perspective and not the consumers. What are they gaining from using your product? What’s the solution? How do you plan to solve the user’s pain?

Remember, you are not selling dental picks, but you are selling a solution for bleeding gums. Sometimes, consumers don’t even know the name of the product they are looking for — they want to get their problem fixed. Selling your dental picks as simply that might mean missing out on the people looking for a quick and easy way can help them reduce their woes.

Focussing on the user intent makes it possible to uncover those problems and helps you offer solutions with your product.

The new Renewal toothpaste by Colgate does set out to solve those bleeding gums

5. Stay away from cliches and avoid using superlatives

Calling every product the best will achieve the opposite — nobody will believe anything anymore. Words have power, but you need to learn how to wield that power. Think carefully about which words you use because most of the time, less is more. Omit needless words. By using stripped-back language, that single power word can do the job. Of course, if your products have won awards or other accolades, you can brag about it — please do so tastefully!

Helly Hansen’s jacket might bring in awards, but this description is nearly indecipherable

The same goes for cliches in your writing. Don’t use cliched language if a regular piece of text can do the job. Keep in mind that not everyone knows the same idioms as you do. Keep your content easy to understand, easy to scan, and easy to remember.

Dickies gets straight to the point with a list of the most important features, supported by icons that you can quickly scan

6. Make it personal

Not every piece of text has to be boring and distant. You can use your voice and make it more personal. Develop your tone of voice and stick to it! It makes you recognizable, it helps your branding, making you stand out from the crowd.

Keep in mind that you are not simply selling a product to a person, but you are selling an experience. And, since you want that customer to return sometime in the future, it better be a good experience!

J. Peterman’s unique voice comes through loud and clear

7. Use user stories and examples

It shouldn’t always be you that tells the story of a product — the best seller of your product is someone who bought it already. Ask your customers for input and use their insights to enhance your content. You might even incorporate their stories in your product descriptions.

Use visual and textual examples of your product in use by actual customers. By doing this, potential customers get a better feel for the product, its benefits, and usage.

Improve the product descriptions for an online store

In this article, we’ve highlighted seven ways to write better product descriptions for your ecommerce site — be that a Shopify or a WooCommerce site. Of course, there are many more ways of doing that, but with these simple tips, anyone can improve the marketing copy of their products. Looking for more ecommerce SEO tips? We have an ultimate guide on ecommerce SEO that touches on a lot of subjects.

The post 7 ways to improve product descriptions in your online store appeared first on Yoast.

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Speeding Up Your WordPress Website – 4 Easy Methods

Speeding Up Your WordPress Website – 4 Easy Methods

Are you currently speeding up your WordPress website?

WordPress is one of the most popular options for anyone wanting their own website; from bloggers to business owners, the service has allowed everyone to make and publish their own website. 

That being said, with everything available on WordPress the tendency is for non-professionals to overload their website with all the available plugins and add-ons, eventually slowing the website’s speed to a crawl. It’s not really that difficult to speed up WordPress.

What matters is knowing where to look and knowing what to do when you find these little hiccups. 

Choose Your Theme Wisely
– Speeding Up Your WordPress Website

Of course, one of the first things we do when building a site is to choose how it looks. WordPress will have a lot of different themes to choose from with varying features and tricks attached. Choosing the prettiest theme might not be the best for your website.

The thing with these themes is that your site visitor will have to load all this data which might slow things down for them. 

Limit the Number of Items on Your Landing Page
– Speeding Up Your WordPress Website

Your landing page is where site guests get linked to from other sites, often this will have the information they will need to get attracted or curious about your site. For others, their homepage functions as their landing page.

Leaving these pages all cluttered is a sure way to increase your bounce rate. 

Don’t get carried away with all the plugins WordPress has to offer. In fact, try visiting the site yourself from another device to see how fast things load.

This will give you an idea of what your site guests experience when they visit your site.

Optimize Your Images
– Speeding Up Your WordPress Website

One quick way to speed up WordPress is to double-check all your images and their sizes. While high-definition imagery is cool, it’s more important to have a fast website. We aren’t telling you to upload a low-res version of the photo.

What we are telling you is to optimize the images based on their purpose. Don’t worry, WordPress does have plugins just for this purpose which should make things easier for you. 

Compress Your Website
– Speeding Up Your WordPress Website

You probably know how to compress files on your computer. Did you know you could compress your website files as well? This effectively has the same impact as file compression on the PC; it makes things a lot easier to load. Thankfully WordPress does have plugins for fast and easy webpage compression.

You’ll want to make sure you’ve got these integrated into your page to make things a lot smoother for site visitors.

Conclusion – Speeding Up Your WordPress Website

As you can see, there are quite a few ways to tackle this issue. Be sure to keep the information that we’ve listed here in mind the next time you have problems with your WordPress site. Now, you don’t have to make all of these changes at once.

Applying any of our suggestions to your site should result in your site speeding up.

If you’re looking to speed up WordPress, then you’ve come to the right place. WP Fix It is a 24/7 rapid WordPress resolution support helping website owners fix issues efficiently and in a short manner of time. Since 2009, we have been the world’s fastest WordPress support, resolving more than 382,000 issues.

Our team of skilled agents is available round the clock to fix your WordPress problems. For more information, visit our website today!

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Top 10 Best Fort Lauderdale SEO Companies for 2021

Are you looking for the best Fort Lauderdale SEO companies? If you’re looking to boost …

Keep Learning >Top 10 Best Fort Lauderdale SEO Companies for 2021

The post Top 10 Best Fort Lauderdale SEO Companies for 2021 first appeared on Gotch SEO.

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Boost Organic SEO Traffic With Competitive Keyword Analysis

Boost Organic SEO Traffic With Competitive Keyword Analysis

What is Keyword Gap Analysis?

Keyword Gap Analysis or aka Competitive Keyword Analysis is the process of discovering the keywords (gap) that drives organic traffic to your competitors’ site, but not to yours. In other words, this procedure will help you discover the opportunities you might be missing out on. 

Organic vs Paid Traffic 

Organic traffic refers to the visitors that visited your site or page from an unpaid search result or from your content reaching them, hence the term “organic”. Whereas for paid traffic, visitors visit your site from paid search ads. 

Organic traffic is known to be the most valuable source of traffic because if your content is ranked in the top five SERP by Google, this means that your content is high quality. In addition, organic search leads have a 14.6% close rate on average. 

A study by Chitika demonstrated the importance of landing on the first page of Google searches. 

The chart shows that the results in the first page of Google receive 92% of all the search traffic while the traffic drops by 95% on the second page. 

While ranking in the top 10 searches on Google is rewarding, the downside to organic searches is that it takes time to get indexed and to start generating traffic from this source. As Jean-Jacques Rousseau once said, “Patience is bitter, but its fruit is sweet”.

Rather than having to wait patiently for your SEO to grow, you can alternatively pay for the chance to be seen on the first page of Google immediately. Google’s Adwords program is the most used pay-per-click (PPC) advertising program available today.

However, the amount of unique accounts or visitors your site gets to reach really depends on how much you are willing to spend on the ads. Logically, the more you spend, the more traffic you will get. 

In spite of that, your leads will stop coming in as soon as you turn off the ads. Not to mention that though the traffic going in is large, they might not be the right target or niche for your site. 

You need to keep in mind that paid search uses a charging model based on cost per click, not per lead. 

Source: Tuff

It is no brainer that organic traffic has much better advantages than paid searches- long-term ROI, brand sustainability, and most importantly, cost-effective. So, how do we boost it? 

Pro tip: Read up our comprehensive strategies to Keyword Gap Analysis.

First: Research Your Topic

What are you trying to sell? Products or services? In order to rank high on the search page, you need SEO keyword tools to know what keywords are related to the products or services that you are selling. 

More importantly, you have to know what your audience is typing into the search engines. The smartest way to do this is by using a good and reliable keyword research tool like BiQ’s Keyword Intelligence tool.

With this tool, you can choose the right keyword to target based on the metrics available, such as keyword volume, trends, keyword competition, related keywords, and more. 

Find a topic you would want to inspect and its relevant keyword. For example, if you want to focus on digital marketing, the relevant keyword that you can research could be social media marketing. 

If you are unsure which keyword to use, you can sort the keywords based on their value. The higher valued keyword means it can potentially bring more traffic to your website at a lower competition. 

What makes BiQ’s Keyword Intelligence stand out from the rest of the keyword research tools on the market is the keyword analyzer feature. It helps you see why someone might be searching for the keyword in the search engine. With this data, you will be able to plan your content in such a way that meets your users’ needs. 

Second: Use Keyword Research/ Keyword Audit to Identify Opportunities

How do one identify a keyword opportunity? To start off, you can identify “low-hanging fruit”. These are keywords that have a high search volume and low competition that your site isn’t ranking for. 

You can do this with BiQ’s Keyword Intelligence tool where you can untap local keyword opportunities. 

First, enter your target keyword. Then,  choose your preferred locations and languages. 

The fantastic keyword tool will show you the list of relevant keywords the local people are using. 

Your target keyword’s search volume could be 1,000 in your preferred location and possibly less than 100 in another. That’s simply because of the different demands in different places. 

So choose the keyword that has high volume but lower competition. I know it can be quite challenging to decide which keyword to use. That’s where you can sort the keyword value in Keyword Intelligence. 

A high-value keyword means it will bring more traffic to your website at a lower competition. 

Alternatively, you can do a keyword audit as it remains as one of the most important and effective practices to building a strong SEO strategy. Many variables must be considered in keyword auditing, including the precise search phrases your audience uses and the type of content they seek. As a result, the keyword audit process provides insight into your target audience’s ideas, desires, and anxieties, making it a very powerful marketing tool.

Though this tactic is effective, the drawback is that it involves a lot of data about keywords which is very difficult to keep track of. Thankfully, there are some keyword audit tools available like Moz or Google Keyword Planner. 

You can learn how to do a comprehensive keyword audit on your site here.

Third: Research Your Competitors

To start off, you must choose your competitor wisely. Focus on the top-performing competitors that rank high on the SERPs for your target keywords. 

To carry out competitive research, you can start by typing your target keyword into Google and listing them out.

The domain authority of some of these competitors will be significantly higher. Consider filtering out those with authority that is similar to yours. It is better to look at competitors that are performing slightly better than you as it is easier to catch up to them. 

It is not a smart choice to be aiming for keywords that you have no chance to rank for at all. 

Alternatively, you can “stalk” their performance through reviews or customer feedback. Through this tactic, you can figure out what they are doing right and wrong. Usually what works for your competitors has a higher chance to work for you too. 

Fourth: Use Keyword Gap Analysis To Compare And Research Your Competitors

Why should you do a competitive keyword analysis?

If your competitors are targeting relevant keywords and getting traffic from them, then they’re likely highly relevant to your business, too. 

Now that you have a list of your competitors, it is time for comparison. 

Compare among each of your high-ranking competitors and list out what keywords that they have in common. Now, compare yourself with these competitors. You want to discover these keywords, keywords patterns, or keyphrases that you were missing on.

Identify and collect all the semantic keywords used:

Keywords you rank for, but they don’tKnow which keywords that you have an advantage over your competitors.Use it to keep track of your website’s traffic (drop or increase).Know which relevant keywords you should be targeting instead.

Keywords they rank for, but you don’tIdentify the high volume, valuable keywords that your competitors are ranking on the SERP, steal them, and employ them in your content.Understand the strategy or keywords your competitors have that leads them to high traffic.Analyze valuable keywords your competitors use for your content ideas/strategy as well as re-optimizing existing content.

Ensure to audit them in detail based on your current targeting objectives to figure out what keywords would work well for your marketing campaign.

Find out the difference between Content Gap Analysis & Keyword Gap Analysis in our recent blog.

To make this process easier, you can also use BiQ’s Rank Intelligence to quickly identify the golden keywords that your competitors are ranking for.

First, enter your website URL into Rank Intelligence. Then, select the country where the audience is based. 

You will get to see all the keywords your website is ranking for together with the important insights such as search volume, cost-per-click, and competition, and so on. 

These insights let you know what are the search terms that searchers are searching for to reach your website. 

Ultimately, you have to remember the goal of this process- to uncover hidden and valuable keywords used and not used by your competitors. 

Fifth: Craft And Publish Your Content

Source: Neil Patel

Finally, you are now ready to create your content with all the golden keywords you have found through the keyword gap analysis process.

To boost organic traffic for existing articles or blogs, you can now reoptimize and replace your old keywords with high-valued and high-ranking keywords. 

On the other hand, you can also leverage long-tailed keywords as short-tailed keywords are more challenging if you’re just starting out. These long-tail keywords provide more insight into what the search is about, and can drive more qualified traffic to your site. 

Pro Tip: Impressive copywriting techniques can also increase traffic. 

Last but not least, ensure that your article is formatted and is readable as it will affect your SEO. When the content on your website is clear to your target audience, people will learn about your service or product, and search engines will favour the site and rank it higher as a result.

Here are some tips on how to increase readability for your audiences and the search engine:

Include relevant images to break up lengthy texts or paragraphsUse headings effectivelyUse bullets and lists like this one to provide information effectivelyKeep your content concise and interesting

Here’s our little secret to Digital Marketing success.

Final Thoughts

Repeating the keyword competitive analysis method from time to time is a good idea. It’s a great method to identify things you might have overlooked.

To recap, here are the five steps of keyword gap analysis you need to conduct to boost your organic traffic:

Step 1: Research your topic of interest to find the relevant and high-value keywords

Step 2: Identify keyword opportunities with keyword audit

Step 3: Identify and research your competitors to see where they rank and what works for them

Step 4: Identify high-ranking keywords that your competitor is ranking for through competitive keyword analysis 

Step 5: Reoptimize your old content with the new keywords or draft and format your post and publish them

We are not saying that with these steps you will get tremendous traffic in 24 hours’ time, but with reasonable time, your content will certainly grow if you have put this keyword gap analysis to good use. 

Try them out in RankingGap, and don’t forget about us when you get famous!

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What is crawlability?

What is crawlability?

Ranking in search engines requires a website with flawless technical SEO and great, relevant content. Luckily, the Yoast SEO plugin takes care of (almost) everything on your WordPress site. Still, if you really want to get the most out of your website and keep outranking the competition, some basic knowledge of technical SEO is a must. In this post, we’ll explain one of the most important concepts of technical SEO: crawlability.

What is the crawler again?

A search engine like Google consists of a crawler, an index, and an algorithm. The crawler follows the links. When Google’s crawler — also known as Googlebot — finds your website, it’ll render it, read it and save the content in the index.

A crawler follows the links on the web. A crawler is also called a robot, a bot, or a spider. It goes around the internet 24/7. Once it comes to a website, it saves the HTML version in a gigantic database called the index. This index is updated every time the crawler comes around your website and finds a new or revised version of it. Depending on how important Google deems your site and the number of changes you make on your website, the crawler comes around more or less often.

Read more: SEO basics: what does Google do »

And what is crawlability?

Crawlability has to do with the possibilities Google has to crawl your website. You can block crawlers on your site. There are a few ways to block a crawler from your website. If your website or a page on your website is blocked, you’re saying to Google’s crawler: “do not come here.” Your site or the respective page won’t turn up in the search results in most of these cases.

There are a few things that could prevent Google from crawling (or indexing) your website:

If your robots.txt file blocks the crawler, Google will not come to your website or specific web page.Before crawling your website, the crawler will take a look at the HTTP header of your page. This HTTP header contains a status code. If this status code says that a page doesn’t exist, Google won’t crawl your website. In the module about HTTP headers of our Technical SEO training we’ll tell you all about that.If the robots meta tag on a specific page blocks the search engine from indexing that page, Google will crawl that page, but won’t add it to its index.

This flow chart might help you understand the process bots follow when attempting to index a page:

Want to learn all about crawlability?

Although crawlability is just the basics of technical SEO (it has to do with all the things that enable Google to index your site), it’s already pretty advanced stuff for most people. Nevertheless, if you’re blocking – perhaps even without knowing! – crawlers from your site, you’ll never rank high in Google. So, if you’re serious about SEO, this should matter to you.

If you really want to understand all the technical aspects of crawlability, you should check out our Technical SEO training. This SEO course will teach you how to detect technical SEO issues and solve them (with our Yoast SEO plugin). Yoast SEO Academy is included at no extra cost in your Premium subscription

Keep reading: What is technical SEO: 8 aspects everyone should know »

The post What is crawlability? appeared first on Yoast.

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