Don’t Make SEO Overcomplicated

We are always saying that there are many facets to online marketing and SEO and why it is important to consider each one carefully before putting together a campaign that will have the potential to send your business into the stratosphere. So, here are my top tips for what you need to know about SEO before you begin.

Keywords and phrases
Without the right keywords and phrases, you may as well not bother as nobody will be able to find your site. Finding and using the correct keywords that will ensure that your website is correctly categorised by the search engines which will lead the right sort of traffic to you. Using particular keywords often isn’t enough, by using local terms or turning them into long tail keywords, you will enhance your opportunities by a substantial amount. You need to find out what people are asking and then use those questions to your advantage, make use of the data you discover so that your company benefits, don’t lose out to your competitors because you didn’t make use of what was in front of you.

A website that impresses
An impressive website does not mean that you have to have one that is all singing, all dancing. What is impressive to one person is not to another, however, most people are impressed by sites that are quick to load, can be viewed on virtually any device and that are easy to navigate. If you can answer yes to those three factors, you already have a leg up.

Quality content
This is key to success. Having unique content that is pertinent to your business niche and that is interesting and engaging will ensure visitors return. Articles that are the right length are important, if they are too short, they may not provide enough information. Too long and they may get boring. What is the correct length? Well, that’s one of those ‘how long is a piece of string’ questions and you will need to decide for yourself how long your piece should be.

Regular updates
If you have a blog on your business website, it needs to be updated on a regular basis. You might find it difficult to update your blog every day or every week, it does not really matter how often you post updates, it’s the fact the you do post and post on a regular basis that matters. If visitors get into the habit of reading your blog, they want to find new content when they come back.

Make use of Google’s services
Google provides a toolbox of services that you can use to help you improve your ranking, so familiarise yourself with them and make use of them. This can only be advantageous to you. They also provide paid for services that you might like to use. These can be particularly useful for new sites and can really help to boost your online profile and help with branding.

Social media marketing
Although social media marketing has a limited effect on your site, it is quite important. A site that has no social signals is going to look a bit odd and by making use of social media, you can increase your business brand and online profile considerably. If you think about it, most people who access the internet have an account on at least one social media platform, they will like and share things that they like or find interesting with their friends/followers who might then take a look and like or share with their friends/followers. It’s a bit of a domino effect and you can see how something of interest can go viral.

 

As I was looking over reports the other day, I realized I was nearly drowning in statistics, benchmarks, KPIs, rankings, conversions, dashboards, audits and so on. You get the picture. I am all for data and tools that make my life easier, but how much is too much?

At my agency, we place a lot of significance on the data that matters to ensure that we are delivering what we are contracted to do. Yet as I was working, I realized that the more I dug through the data, shifting from tool to tool, the less time I was spending doing the work I needed to do.

With a search world crowded with options and resources, I believe it’s time to get back to the basics and simplify the process.

So how can we, as SEOs, use all of the data and great tools available to create a more streamlined and simplified approach to SEO?

Simple doesn’t mean easy

Now, simple doesn’t mean easy. If it were easy, everyone would do it.

Simple is about focus, consistency and results. I know that I have spent hours and hours working on tasks that, all in all, had a very limited impact on the overall goal of the campaign. So instead of focusing on the number of deliverables we can get done, we need to instead focus on delivering results.

By simplifying your SEO strategy, you will strip from it some of the “extras” that don’t really matter and begin to focus on the tasks and actions that help your site achieve its overall purpose. To help make my point, I want to share something I call the “Simplified Search Productivity Cycle.”

It all begins with goals

You can’t get to where you want to go if you don’t have a plan. Goals help us define our desired destination. Once we define what we want, we can work backward to create a strategy that will help us get there.

When deciding upon your search goals, here are a few questions you should ask:

  • What is the purpose of my site? Is it to drive leads? Sell a widget? Connect with content? Your site’s purpose is directly related to the kinds of goals you will set. Learn more about defining your site’s purpose in my last post, “The benefits of creating a purpose-driven SEO strategy.”
  • What do I want to achieve? This is where you outline what your end goal looks like. Is it revenue-based? User-based? Traffic-based? Defining what it is you want will help you determine whether or not you are succeeding.
  • How will I measure success? After you know what you want to achieve, you need to know what to measure. In order to be sure that you have a positive ROI, you have to know what numbers count. For instance, if you need to generate leads, you are going to need not just to drive traffic, but to drive traffic that will convert. It makes no sense to have thousands of visitors if none of them convert.
  • Who is my competition? Knowing what you are up against is important. Looking at your competition, what they do and how they do it can give you some ideas on how to take advantage of the holes in their search marketing strategy.

Read more: http://searchengineland.com/making-seo-complicated-249991

 

Why The Content For Your Blog Must Be Quality And Relevant

At one time, getting as many links to your site as you could was the goal for many people doing SEO. These days however, this is not the way at all and you will find yourself in deep trouble if you do this. Linking is still important though and should not be dismissed or forgotten about but it must be done in a natural way and only with sites that are relevant to your own niche. This is where using your content to create valuable links can really boost the levels of target traffic.

Blogging can be a great way of achieving this and using your blog to promote your website is one way of doing this. Of course, it is easier said than done, most business people are busy and don’t have time to regularly ‘feed’ their blog with content that is unique and of a high standard. There is no point in churning out ‘stuff’, that simply won’t do, it won’t help you and in fact, could do a lot of damage. If you can spend a couple of hours once or twice a week to create a piece for your blog, you will be doing yourself a great favour.

If you can write posts of around 800 words, that are in depth and provide the reader with the useful information that they are looking for, you will gain a lot of followers and your posts will be shared on social media which will further boost your blog. Try to vary the subject of your content but still keep it relevant to your niche, going off the reservation isn’t a good idea when you are using your blog for SEO purposes. Remember those pesky Google algorithms don’t have a sense of humour and will look upon random subjects as irrelevant which will result in your blog tumbling down the rankings.

You can make use of links within your blog posts, linking to other posts that you have written that are on other sites, particularly if those sites are considered ‘authority’ by the search engines, can be very valuable. Making use of occasional links to other articles that are relevant to your piece and that you have enjoyed reading is also useful. Having a diverse range of links is important, it is a natural thing to do. The correct use of anchor text and keywords should be prioritised so that you get the most from these links.

There is no one SEO tactic that works by itself, you need to implement a wide ranging strategy, each piece plays its part and contributes to the overall success of the strategy. Your blog can only thrive if you have lots of visitors who enjoy what you write and will share the link on their social media platforms. However, your blog site should be one facet of your overall online marketing strategy, it should not be the only one. There are many different factors to be taken into consideration when putting together an SEO plan and this is where engaging an expert to help you will pay dividends.

 

The terms “content marketing” and “link building” describe discrete marketing activities with distinct scope, strategies, and purposes. They are not the same thing. But that does not mean you cannot employ both in the same way that you might use email and content marketing together or use display advertising and content marketing together.

A pair of definitions will help make it clear how link building and content marketing differ.

Content marketing is the act of creating, publishing, and distributing content, like articles or videos, with the purpose of attracting, engaging, and retaining customers. When done well, content marketing is a customer-centric approach to growth and profit. It seeks to serve, help, inform, and entertain. At its core is reciprocity.

In contrast, link building is a form of search engine optimization aimed at increasing the quality and quantity of inbound links to a specific web page in an effort to improve that page’s ranking position on a search engine results’ page.

Related Activities

In spite of their differences, tactically there are similar or related activities within each.

Both a content marketing campaign and a link-building campaign might have you write an article. Both might have you post content on social media, and both a content marketing campaign and a link building campaign might have you look at customer behavior.

The difference is in the purpose, the goal, and the relationship. If you will forgive the somewhat crass analogy, the difference between content marketing and link building is something like the difference between kissing your sister or brother and kissing your husband or wife. At a tactical level, both acts are kissing, but very few folks would say that kissing your sister is exactly the same thing as kissing your wife.

When to Use Link Building

A business’s goals, capabilities, and position in the marketplace will impact how it views the interaction or relationship between these two marketing activities. How a company uses these approaches depends on what that company wishes to accomplish.

Link building, to oversimplify, is primarily interested in introductions. As a marketing tool, link building’s purpose is to influence search engine algorithms. It seeks to convince search engines that a particular page is important in the context of a relevant search. SEO practitioners know that inbound links are used in some way as a measure of page popularity or value. So encouraging a large number of good quality links will impact how well a page ranks.

Link-building tactics include the following.

  • Developing compelling and useful content.
  • Discovering directories that offer follow links.
  • Using press releases and pitches to encourage articles.
  • Guest blogging or submitting articles for publication.
  • Building relationships with bloggers and website owners.
  • Adding posts to social networks that offer follow links.
  • Contributing to forums and content communities.
  • Newsjacking — injecting your own ideas into breaking issues — in social media.
  • Developing microsites and landing pages.
  • Research to learn which words and phrases are used on search engines.

The thought is that if a web page can rank well on a search engine results page, it is likely to get a greater number of clicks, thereby introducing a relatively greater number of potential customers to your business.

It is this focus on new customer introductions that makes link building specifically and SEO more generally popular with new businesses or businesses that by nature have almost no opportunity for repeat sales. These companies need fresh customers.

When to Use Content Marketing

Content marketing focuses on lasting relationships. Remember the triple purpose of attracting, engaging, and retaining customers. Content marketing often requires research to identify needs and wants of those prospects and customers.  Then, a marketer can create content to:

  • Solve problems and help people make better decisions;
  • Entertain;.
  • Introduce people or build communities;
  • Make others money;
  • Makes other people successful.

Focusing on things that are fundamentally useful, content marketing elevates a company’s reputation, making its website a place consumers return to. Businesses that sell relatively complicated products or that have the opportunity to sell to a customer repeatedly will often favor content marketing, since it tends to keep customers coming back.

Read more: http://www.practicalecommerce.com/articles/123658-How-Link-building-for-SEO-Fits-with-Content-Marketing