SEO for small businesses – what you can do to optimize further

The internet made it easy for brands to achieve greater appeal and accessibility, but the corresponding barrage of entries also resulted in immense clutter. If you're looking to make your brand stand out atop the massive number of Google search results then SEO is the answer to your worries.

Search Engine Optimisation or SEO is the process of having your website appear higher on the organic search rankings for a particular keyword. A keyword could be summed up in two forms, mainly short tails ("restaurant Delhi") and long tails ("how to find genuine iPhone earphones"). For a brand to stand tall in search results you need to moderate between the two forms. So choose a keyword which best expresses your industry and products and services. The higher you rank on Google, the better your chances are of gaining traction online.

The core Google algorithm uses 200+ factors to determine the best course of action for its SERPs (Search Engine Results Pages). These factors provide a level playing field for all brands. So if your website checks all the brackets, then you have a better chance of outranking companies that may even be 100 times larger than you.

The technology behind SEO

The Google algorithm gains access to your site's public code through its web crawlers (or spiders) that scan through the contents of your site. These crawlers relay the information back to the main server at Google headquarters, following which the factors (mentioned earlier) come into play and your website is ranked accordingly. If you wish to scale the search results then follow all the guidelines and rules set out by Google.

How you can prep yourself to handle SEO Tools Staying abreast of recent updates

SEO is a rapidly evolving tool and its dynamic nature offers even newcomers the chance to master the game if they stay updated with recent trends. There are many online outlets which will give you a basic run around of the technology, but for a complete understanding of the application, we would suggest taking up courses offered online. So platforms like Udemy SEO and Udacity search offer courses which run both crash courses and extensive curriculum.

SERP Volatility helps keep a finger on the pulse

SERP Volatility records the frequency of ranking changes that Google performs on their search results. If the top five rankings in your search results change quite often, you need to look at other keywords to balance out the volatility. Similar to any hedging strategy, a good SERP strategy focuses on multiple keywords across multiple niche filters.

The two tools that track SERP Volatility are SEMrush Sensor and Mozcast. Both tools offer their own index of where the SERP is going and have a 30-day trial to allow for testing.

Content marketing is paramount

A huge component of SEO is content marketing. It looks to bridge the gap between your website's traffic and the consumer's need for certain answers. So a personal blog or article section becomes a key source of competitive advantage. A great tool for conducting such research is Buzzsumo, which allows you to filter through keywords, locations, and key audience segments. You can search for what your competition is doing and simultaneously check out who your industry's influencers are. Buzzsumo's PRO tool comes at a cost but you can always avail the trial tool to check its effectiveness.

Plugin and play with website plugins

Though WordPress is one of the most effective CMS platforms around, it ranks low in terms of being SEO-friendly. This is where website plugins make your life and SEO ranking that much better. The Yoast plugin for Wordpress is one of the best ways to supercharge your website to become SEO-friendly. It's light, robust, and takes care of a lot of issues that may arise with beginner-level SEOs. The Yoast plugin is available for free, and there is also a premium version for advanced users.

Riding the wave with backlinking

Another key component of good SEO is backlinking and crosslinking. You need to know what websites have higher domain authority, for your site to link to, and vice-versa. If you're able to link to a high-authority website, your website's ranking is juiced up. This practice is called link-building. There's a tool called Ahref which gives you some amazing insights on what the industry is doing in terms of keyword research, backlinks, and rank tracking. The tool will be a great addition to your SEO toolkit.

A game-changer for SMBs and startups, SEO is a rapidly evolving technical field. Since most startups can barely afford an agency or a full-time SEO expert, an in-depth knowledge of a few quirks and hacks can push your brand to win big on the SERP. So try to effectively utilise these pointers, as they can help you garner the desired traffic you seek for your website.

Source: SEO for small businesses – what you can do to optimize further

Your 6 New Year's #SEO Resolutions

Your 6 New Year's SEO Resolutions What better time than the present to reflect on your SEO performance and set the stage for better results in the year ahead? With 2018 right around the corner, this is the right time to plan, budget and strategize for your SEO success in the coming year. read moreYour 2018 new year's resolution: ignore the digital hype and be channel-neutral As the New Year approaches, many companies are climbing ... The real potential for growth for Mike's Place is the 8.6 million people who live in Israel. After 20 years of watching TV shows such as Friends, many Israelis view Anglo countries as the ... read more9 Financial Resolutions for Pre-Retirees Here are some of the New Year's resolutions pre-retirees should make this year to get ready for retirement: 1. Identify goals and objectives. At this point in your life ... Claiming Strategies That Work.] 6. Reallocate investments. It's been eight years ... read more

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Source: Your 6 New Year's #SEO Resolutions

Google confirms mid-December search ranking algorithm updates

Sign up for our daily recaps of the ever-changing search marketing landscape.

Google has confirmed what many in the search industry have seen over the past week, updates to their algorithm that are significantly shifting rankings in the SERPs. A google spokesperson told Search Engine Land "We released several minor improvements during this timeframe, part of our regular and routine efforts to improve relevancy."

Our own Barry Schwartz analyzed his Search Engine Roundtable survey of 100 webmasters and concluded that the updates are related to keyword permutations and sites utilizing doorway pages. You can read his full analysis here.

I reached out to a few of the SEO tool vendors that do large scale tracking of ranking fluctuations to get their sense of where the updates may be targeted.

Ilya Onskul, the Product Owner of SEMrush Sensor gave this analysis:

"SEMrush Sensor follows all the changes that occur on Google SERPs in 6 countries for both mobile and desktop separately. On top of the general volatility score per country, Sensor tracks scores for various industries and indicates the change in 15 SERP features and % of HTTPS and AMP.

Some industries experience more change than the others on daily basis (for example, due to higher competitiveness). Thus, Sensor introduced the Deviation score that analyses which industries had biggest the volatility spikes in relation to their usual score."

SEMrush Sensor data for all keyword categories (US) – December 20

Based on this data, Onskul concludes "Normally, December is one of the calmest months when it comes to SERP volatility as Google tries to minimize potential impact before big holidays. But something happened around December 14, something that Barry Schwartz called the Maccabees Update, or the pre-holiday update. Sensor spotted the highest SERP volatility on mobile (slightly less on desktop) across most categories, most affected on mobile being Autos & Vehicles, Law & Government, Reference.

In fact, right now, on December 19, Sensor is reporting another extreme spike in volatility. Now, Hobbies & Leisure, Science, Jobs & Education, Home & Garden, Internet & Telecom, have been affected the most. And the biggest fluctuations again take place on mobile.

Of course, it's too early to come to conclusions on what's going on and how to adjust to the changes (as we can't really predict what exactly has changed), but what we know for now is that some new tweaks or updates were rolled out on December 19 for the US, and with a domino effect, the dramatic rise in volatility caught up in the UK, Germany, France, Australia and Spain the next day, which means that the update that was tested on the Google US on December 19 is now spreading across the world."

We also reached out to Searchmetrics for their analysis and Founder and CTO Marcus Tober noted that they prefer to conduct a deep analysis of algorithmic fluctuations after a sustained change has taken place, saying "At first we saw some changes that at first look looked like typical Panda and Phantom symptoms, but not on a large systematic scale. Many sites have lost visibility that have no Schema.org integration, but we can't determine based on such a short time what are the overall systematic changes."

The MozCast continues to likewise show rankings turbulence as the updates roll out:

MozCast for Tuesday, December 19

With the holidays upon us and what would otherwise have been a slow week ahead, now is a good time to check your rankings and start auditing if, where, and why you might see changes.

About The Author Michelle Robbins, SVP Content & Marketing Technology, oversees editorial direction as Editor in Chief for Third Door Media's digital publications, Search Engine Land, Marketing Land and MarTech Today, directing a full-time staff of reporters and editors managing contributed content. She is responsible for developing the content strategy across all properties and aligning those initiatives with the programming and audience goals for Third Door Media's two leading marketing conference series, Search Marketing Expo and The MarTech Conference. In addition, Michelle oversees information technology operations, directing the marketing technology department. An experienced domestic and international keynote and featured speaker, she enjoys connecting with the community at SMX, MarTech and other industry events. Connect online with Michelle on Twitter @MichelleRobbins, and Linkedin.
Source: Google confirms mid-December search ranking algorithm updates

8 ways to boost your #Newsroom’s #SEO

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Source: 8 ways to boost your #Newsroom's #SEO

Winning Featured Snippets on Mobile

This is a sponsored post written by SEMrush. The opinions expressed in this article are the sponsor's own.

Of all the SERP features that Google has developed over the time, local packs and featured snippets are still the most popular targets for businesses. And if local pack is particularly important for companies that seek to attract clients looking for services within a specific location, featured snippets are an appealing element of the SERP for content platforms and websites with a web-wide audience.

Which Websites Should Target Featured Snippets?

Featured snippets are not a must-have for every website, since, in SEO, there are a number of other things that have higher priority.

Correct page indexation, crawlability, and fixing technical issues are what many SEO agencies start from when taking up a job for another site.

But if you're past the point where you need to fix broken links, and you're thinking about additional ways to get visibility in search results, getting into the featured snippet is a great way to do that.

Type #1: Websites that have their technical and on-page SEO under control

If you search for the same keyword on a mobile device and on a desktop, you will probably get different results. Some websites optimize specifically for mobile search, so mobile and desktop SERPs often look different.

The featured snippet is no exception: it occupies more space in mobile search results and attracts more attention.

If you target mobile devices, make sure that you always know who is in the featured snippets for your target keywords – you or your competitor. Whoever it is, they're getting a lot of user attention.

Type #2: Websites that want to attract mobile traffic

Some keyword categories trigger a lot of featured snippets.

For example, according to SEMrush Sensor, a SERP volatility tracking tool, up to 18 percent of keywords in the Travel category trigger a featured snippet.

This category includes all kinds of keywords revolving around traveling topics: location names, traveling tips, travel companies etc.

If your website ranks for keywords from a category rich in this SERP feature:

You'll have more opportunities to get into one.

It might be a reasonable step since your competitors are doing the same.

Type #3: Websites that rank for multiple keywords that trigger featured snippets

Your website can be successful in search even without getting into a single featured snippet. It is neither a must-have nor a silver bullet for promotion.

However, if you fall under any of these three categories, extra visibility would be an additional advantage.

How to Know What Snippets You Have Already Won

Before entering the battle for snippets, start by analyzing what your current situation is: how many of your target keywords trigger featured snippets and how many of them you have already won.

In the SEMrush Position Tracking tool, we have added the Featured Snippets tab to help you focus on monitoring your progress and finding new opportunities.

Here you can see how many of the keywords that you added to the tool at setup have triggered featured snippets and how many of them you have already won.

In the example above, we added 200 words to Position Tracking, and 50 of them trigger featured snippets. The website that we took as an example has already won 13 of them, and 37 others are occupied by its competitors.

How to Find Opportunities to Win More Featured Snippets

Switching from Already featured to Opportunities, you will see which of your target keywords trigger snippets in which you are not present. Here, you can see the volume of the keyword, that is, its visiting potential, your position on the SERP, and the landing page that won the snippet.

SERPs change constantly, and you can never predict which keywords will or won't have a snippet; however, if there has been a snippet on the SERP at a certain time, there is a good chance it will stay there.

The New & Lost panel helps you filter out the keywords that trigger Featured Snippets in a certain way.

New — shows you the snippets that you have won over the stated period of time, that is, some other page was featured in the snippet before, and now your landing page is featured.

Lost — shows you the snippets that you have lost over the stated period. Comparing your page to the URL that is currently featured in the snippet can give you ideas on how to win it back.

New on SERP — it's common for new featured snippets to appear on the SERP. SERPs are indeed volatile, so keep your eyes open to spot the opportunity to win one if your target keywords start triggering it.

Lost from SERP — shows you the keywords that stopped triggering featured snippets over the stated time period. If these were the snippets that you were aiming for, think of other ways to increase visibility, for instance with paid ads.

URL changed — shows you the snippets that used to lead to one of your pages, but now lead to another page which also resides on your domain. This is quite a rare situation, but it can be an indicator of keyword cannibalization.

What Should You Do to Get Your Site into the Mobile Featured Snippet?

When you find the opportunities to seize, follow the basic recommendations for winning featured snippets.

Usually, this includes:

Optimizing your URLs and search snippets.

Optimizing your content based on the industry best practices (e.g., word count, readability).

The usage of target keywords should correspond to what is common in the top of the SERP.

Add structured data items (e.g., numbered or bulleted lists, tables). This allows search engine bots to better understand the structure of your text.

These recommendations are universal and work for desktops and for mobile devices.

If you particularly target mobile devices, make sure that your viewers' user experience is equally positive on both desktop and mobile. Often, the content on the mobile site version differs from what can be seen on a desktop, and sometimes it makes total sense. Just make sure it is as informative and as valuable for the user as the full version.

Image CreditsFeatured Image by SEMrush. Used with permission.In-post Photos by SEMrush. Used with permission. 

Source: Winning Featured Snippets on Mobile

Why Building a Brand Is the Most Viable SEO Strategy

Google has always given brands preferential treatment.

They get better rankings with fewer links. They get "penalized" for improper conduct, only to resurface a few weeks later.

Small brands, on the other hand?

Never get the benefit of the doubt. Need to earn twice as many links. And never resurface. Ever.

And this is only accelerating. It's only getting more pronounced.

So much so, that there's virtually nothing else you should focus on in 2018, besides building a brand. Big brands will get showcased in the SERPs. And small companies will be left in the dust.

Here's why.

SERPs Are Changing Dramatically

Google is known for tinkering. Thousands of times a year.

But it isn't just the algorithm updates we should pay attention to. The cause and effect of layout adjustments also changes user behavior.

For example, featured snippets have been on the rise.

Moz found that they've risen from 5.5 percent to 16 percent in just two years. But they recently saw a 10 percent decrease in featured snippets in a matter of four days.

So, what happened?

The knowledge panels got a serious boost in visibility, for starters. Search terms like "Graphic Design," that once had featured snippets, now have gone full knowledge panel:

And all those related searches above have it now, too. Even a generic search for "travel" will net you this:

Moz also found a 30 percent increase in knowledge panels for SERPs without a featured snippet in the first place.

So what's happening?

Google is trying to answer the query. With content from other people. Without requiring them to click to view the source.

Where searches for "travel" would once net travel-based blog posts or definitions on branded sites, Google now pulls data directly into the SERPs.

And most of that content is coming from huge brands and definition-based sources like Wikipedia.

That means the pool of helpful content is narrowed down to a few big players.

People don't have to click on an organic listing to get information anymore. And currently, only one brand is being featured in a given knowledge panel.

Spoiler alert: It probably isn't you.

Less and less people are clicking on actual search engine listings now. We're currently at a 60/40 split.

Only 60 percent of searches on Google results in a click. That's 40 percent generating zero clicks. And smarter people than me expect that to hit 50 percent soon.

And for smaller fish trying to swim past the reef, that's bad news.

Google's implementation of the Knowledge Graph is solving user problems without the need to click. And the majority of brands ranking in the knowledge panels are the big ones.

That means less traffic, fewer clicks, and more importantly: less organically-driven sales.

Brand Recognition Is Critical to Getting Clicks

Do me a favor real quick:

Perform a basic test right now on Google. Perform an obscure, long-tail search for an industry keyword and analyze the SERPs.

What do you see? What sticks out instantly?

Specific brands.

HubSpot. Search Engine Journal. Marketo.

bestmarketingblogger.com? Not so much.

Even if bestmarketingblogger.com is ranking #1, you're probably going to skip right over it to a familiar site.

Just like you'd choose Coca-Cola over your local grocery store's generic version.

Brand recognition is a powerful thing. Powerful enough for you to skip on Google's top ranking post. Powerful enough to drive a more expensive sale.

We can't help it. We're creatures of habit.

We do what feels comfortable. What we know and what we can trust.

For example, a Nielsen study found that global consumers are far more likely to buy new products from brands that are familiar.

Sixty percent of consumers would rather buy new products from a familiar brand that they recall, rather than switching to a new one.

Take this "basketball shoes" sponsored search result for an example:

Which shoe would you buy? Probably Nike.

They're a familiar brand that's known for producing high-quality basketball shoes. Plus they've got Lebron and Kobe and Jordan.

Champion on the other hand? C'mon, son.

The Champion shoe could be cheaper. And you're still more likely to click on Nike, first.

Trust is one of the most important factors in making a purchase decision. And it's no different when it comes to organic search results.

You're going to click on what you know and trust. And that all comes down to branding.

For example, with this SERP below, nearly every article is the same.

"XX SEO tips for small businesses." The content is virtually the same. Meaning clicks are going to come down to one thing:

Brand recognition.

Does Forbes instantly stand out in your mind as a popular source of information? They get the click. Even though it has nothing to do with their content quality (another spoiler: It's not good).

Research from Search Engine Land and Survey Monkey again proves this underlying trend. They surveyed over 400 consumers on one specific question:

What is most important in helping you decide which results to click on in a search engine search?

According to their data, nearly 70 percent of U.S. consumers said they look for a "known retailer" when deciding what search results to click on.

The stronger the brand recognition, the higher the odds of generating clicks. Which means the higher the odds of getting the sale.

SERP CTR Is Beginning to Outperform Rankings

Ranking number one doesn't mean what it used to anymore.

Historical SERP click-through rate graphs are beginning to lie. You know, the ones that say ranking first on Google gets you 30+percent of clicks for an unbranded search.

The stats I referenced above prove that's not the case anymore.

If nobody knows who you are, you aren't generating 30+ percent of the organic clicks. The content might be amazing. But you're a nobody. So nobody's giving you a chance.

SERP CTR is becoming more important than traditional rankings, too.

And in fact, SERP CTR likely has an impact on rankings.

While links and content are the top two direct ranking factors, SERP CTR is creeping up as an indirect factor.

Check out this tweet from Rand Fishkin of Moz:

That's evidence of Google analyzing search queries and clicks to see what content users preferred.

No click on the first position? That's a signal to Google that it's not performing like a top piece of content.

More clicks might, in fact, result in a rankings boost.

And WordStream's own data just backed this up, finding that the more your pages beat the expected organic CTR for a query, the more likely they are to appear higher in organic listings.

But when you don't have the luxury of brand awareness, people don't see your content until they click. So they really don't know how amazing it is.

And sadly, they probably never will:

The vast majority are clicking because of brand recognition, not content strength.

It's the same with digital advertising and purchase behavior too. Brand aware users are 2x more likely to purchase from you.

If HubSpot is two spots below you, you can bet that the lion's share of "your" traffic is being stolen.

Those fancy headline hacks and meta description tweaks can improve your CTR, sure.

Going against the grain and producing clickbait-esque headlines might get you a 1-2 percent increase:

But not enough to have a big impact.

Not enough to take your traffic and double it.

Small changes won't net massive results.

If they did, we'd all be dominating the competition, and I wouldn't be writing this post.

Simply A/B testing or changing a button color won't do it either.

Large-scale changes are needed to produce better SEO results.

Branding is the only way to do it, and it's the most viable SEO strategy on the market today.

Focusing on branding will help drive higher click-through rates in organic SERPs, which correlates with higher conversion rates.

A fantastic, cheap way to put this into practice is using cheap social ads to drive brand awareness.

Facebook has the cheapest CPM out of any advertising platform ever created.

You can get away with spending $1 per day, reaching up to 4,000 new users with brand awareness ads.

That's roughly 120,000 new faces coming across your brand monthly for just $30.

There's no cheaper way to build brand awareness than with social ads.

Use them to drive traffic to your latest content and build a brand reputation in the process.

Branding is an investment in your company's future. Sure, the effects won't be instant.

But when your organic traffic is declining, and brands are starting to overpower you, you'll wish you'd invested in it sooner.

Conclusion

Google has given brands preferential treatment for years now.

And that preferential treatment only increases with each minor and major update.

It's a vicious trap where the rich keep cruising, and the poor keep drowning.

Branding is our only hope for conducting better SEO in 2018.

The vast majority of consumers cite brand recognition as driving clicks and sales.

And that means those typical organic CTR graphs are a heaping pile of BS.

Brand recall drives more clicks and sales than positioning.

As Google SERPs shift more toward favoring big brands, it's time for smaller brands to invest more of their SEO budget and strategy into building a memorable brand.

More SEO Strategy Resources Here:

Image Credits

Featured Image: elijay/Pixabay.comScreenshot by Brad Smith. Taken December 2017.

Source: Why Building a Brand Is the Most Viable SEO Strategy

JM Internet Announces New #SEO #Fitness Workbook 2018, a Book on Search Engine Optimization for Small #Business

JM Internet Announces New SEO Fitness Workbook 2018, a Book on Search Engine Optimization for Small Business | Latest News JM Internet Announces New SEO Fitness Workbook 2018, a Book on Search Engine Optimization for Small Business "We strive, every year, to dramatically improve the SEO Fitness Workbook as there is a hunger out there in the small business community for practical books on search engine optimization," explained Jason McDonald, Director of the JM Internet Group. read moreJM Internet Announces Revised AdWords Coupons List as Part of 2018 AdWords Book Update Plans are underway for the 2018 edition of the AdWords Workbook. The book ... The JM Internet Group provides SEO, Social Media Marketing and Google AdWords training and courses for busy marketers and businesspeople. Online search engine optimization ... read moreJM Internet Announces Revision to List of SEO Books 2018 for Small Business Owners and Marketers The JM Internet Group publishes many popular lists of business books. The company is announcing upgrades to both the format and content of its popular list of the best books on search engine optimization ... THE SEO FITNESS WORKBOOK: SEO FOR SMALL ... read more

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Source: JM Internet Announces New #SEO #Fitness Workbook 2018, a Book on Search Engine Optimization for Small #Business