Monday, October 31, 2016

Staying SEO relevant

Reaching the highest Google ranks is very difficult and we all know how much time it can take to get some positive results. All the strategies, tips, and tricks to get to the top can go to waste if you do not maintain the position. Staying SEO relevant is not simple or easy. It takes a lot of knowledge and planning because there are so many people competing for these positions and you should keep up with the latest changes and rules.

In the following text, you can see some of the ways that will make you stay SEO relevant:

You have to stay mobile and do it rightRecent studies point out that almost 70% of mobile sites are too slow to browse. Ideal period for your site to load is less than four seconds, anything above this is only going to affect our website's traffic and make your visitors leave without coming back. You should do everything to make your mobile site fast, if that includes excluding the ads, videos and similar things that are slowing it down, do it.

Keep up with Google searchesThe information provided by Google apply to the SEO and searches. Ignoring what Google says can make you court the SERP oblivion. The huge penalties you may not even be aware of before you face them can the recovery of you and your website impossible. Keep your website monitored daily. In case you ignore this or do not feel like you can do it, hire a professional that will do it for you.

Get a handle on your real ROIPerhaps you are making around 20% on your services and products with a certain keyword, such as hammers. However, you should know that you are positioning on the third page of SERP for that keyword, which is the problem for your website. 20% does not seem bad but imagine how good would it be to stay on SERP's first page and how much would that affect your sales.

Combine SEO with traditional marketingOf course, SEO matters but it is not the only thing that does. Promoting your website in many different ways will bring you more visitors and keep you relevant in the online world. No matter if you are satisfied with your current position, you have to keep promoting yourself in order to stay there. Connect your Social Media profiles to your website and make it easy to find and browse.

Keep the qualityOnce you reach the top on Google searches, do not start to take it for granted. Yes, it is an important step to success but you should keep the good quality of your content that people came for in the first place. Many people start posting random stuff or even completely change the theme of their website, which is why they lose visitors and their SEO rank starts dropping. Always remember that your audience decided to stay loyal to you because they like your content and activities, you should stay loyal to them as well.


Source: Staying SEO relevant

Complete guide to #Keyword research for #SEO

Complete guide to keyword research for SEO Keywords are the backbone of SEO. They represent all the phrases which you type into Google search box when surfing the net. Having this in mind, you can quickly establish that SEO is a user-oriented profession. In fact, expert's proficiency can be ... read moreThe Complete Guide to YouTube SEO Before you can start ranking your videos, you need to figure out which search terms you want to rank for. When searching for YouTube SEO keywords, make sure that you choose a search term that already has YouTube video results on the first page of Google. read more

Perfect YouTube SEO Guide to Rank your Videos in 2017 So after reading this great and perfect complete guide of YouTube Seo you'll ... These are the best and top keyword research tools which are highly important and recommend for YouTube Seo. Important This To Select Best Keywords. When you got your ... read moreWordPress SEO 101: How To Find The Right Keywords For Your Site For many WordPress users, doing SEO in WordPress begins and ends with installing an SEO plugin like Yoast SEO or All-in-One SEO Pack (read our comparison of the two plugins.) If you have read our in-depth guide to Yoast SEO you might even fill in the SEO ... read moreThe Best SEO Tools of 2016 That's what the "optimization" part of SEO is looking to accomplish, and it's a nitty-gritty game of keyword and research-driven leapfrog, made significantly more complicated by Google changing all the rules every few months. That's where SEO tools come in. read moreBeginners' Guide to SEO and SERP: 8 Tweaks You Can Make Today (Plus a Few For the Days Ahead) When I first launched my website, I didn't even want to think about SEO and SERP. It seemed like this ... take your work seriously enough to do outside research and aren't just making up a bunch of keyword-stuffed garbage. And it's somewhat of ... read moreSEJ Wrap-Up: Must Read- SEJ's Complete Guide to Keyword Research Not sure how to adapt? Learn how in this complete guide to keyword research in 2016. This is a section of our soon to be completely redone SEO Guide. Enjoy! 3 Uncommon Ways to Find High Value SEO Clients Entrepreneurs aspire to create and run successful ... read moreSEO for Photographers SEO for photographers ... it also helps if you mention the photography keywords you're trying to target in the first 100 words (See chapter 01 of More Brides for a step by step guide to Keyword Research and photography keywords .) As for how many ... read moreMastering SEO: The Complete Guide to LSI Keywords This article won't discuss topics like off-page SEO, link building or even keyword research. Instead ... and spammy content from bubbling to the top of search results. Complete Guide to LSI Keywords Recommendation: Don't exceed 2-3% keyword density. read moreYour Guide to Keyword Research for SEO No matter how many algorithm updates search engines throw at you, the need to find the right keywords for sight has remained constant. And in order to find the right keywords, you need to do your keyword research ... "SEO audit tool," "SEO guide ... read more

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Source: Complete guide to #Keyword research for #SEO

Sunday, October 30, 2016

12 Free SEO Monitoring and Analysis Tools Every Business Needs

There are many SEO monitoring tools in the market today, and the good news is that the best of them are free of charge.

The world of SEO monitoring and analysis is fast and complex and you should monitor your campaign to ensure you always have a high ranking in SERPs. You should also take advantage of free analysis tools to make head or tail of the murky word of SEO.

So, which are the best SEO monitoring and analysis tools?

  • Google Search Console: Google Search Console, previously known as Google Webmaster Tools, helps you determine if your website has a manual Google penalty, and if it can identify broken links and other crawling problems, download links, identify how many of your web pages are indexed, and test your structured data and robots.txt file. The "Fetch as Google" feature allows you to see what Google can see. The Bing equivalent of this tool is Bing Webmaster Tools.
  • Remove'em: In 2014, Google released an update that effectively killed guest posting because most guest bloggers were writing poor-quality guest posts just for link building. Since Google insists that these links should be removed (or at least switched to no-follow), tools like Remove'em come in handy since they help identify where these links are located. Simply enter your site's URL and use the "Search" feature for a list of anchor texts and advise on whether they are over-optimized. You can then use the Google Disavow tool or contact the webmaster where the link is placed to remove them.
  • Google Analytics: Google Analytics, which has been evolving over time, gives you analytics data by analyzing user experience, content, and the success of your campaign. You will be able to determine where visitors are coming from, what pages they are visiting, and how long they are staying on your website. The 'Goals' feature allows you to measure how the website is meeting business goals. Your USA SEO service can export the analysis in PDF, CSV, XML, TSV, and CSV for Excel and share this info with you.
  • Quick Sprout: This is an SEO analysis tool that does in-depth analysis of such SEO factors as backlinks, keywords, and site speed among others. It gives you an SEO score that you can use as a benchmark as you set goals and measure SEO progress. Quick Sprout also does social media analysis as well as competitor analysis.
  • Ubersuggest: Uber suggest gives you thousands of SEO-friendly keywords to choose from. All you need to do is feed it with a single search term and it will find related keyword phrases and keywords. The keyword suggestion tool works by expanding the keyword by adding numbers and letters to mimic real-life search queries. As an example, "Blue Jeans" would yield "Blue Jeans and T-shirt", "Blue Jeans business", Blue Jeans company", "Blue Jeans + a", and so on.
  • Google Adwords Keyword Planner: This is the de facto source of information on keyword volumes, giving you traffic stats as well as historical search data important for SEO and PPC. Although you will not get the exact numbers (and there are many tools in the market that generate seed lists), Planner has features that will help you get excellent data, examples being multiplying keyword lists (which is very important in local SEO) and searching for keyword and ad group ideas and seeing how the keywords may perform. You can filter the results to only get metrics that are important for your campaign.
  • Google Trends: Google Trends gives you what is trending on Google Search and it helps you explore trend histories. The tool offers geo-targeting, making it ideal if you are interested in local traffic (as you should be!). It also gives you trending news, which allows you to write relevant blogs and to share relevant information on social media for more traffic.
  • Screaming Frog SEO Spider Tool: This tool helps you fix what is broken in your current SEO efforts. This website crawler audits all the web pages and determines if they are SEO friendly by identifying such things as server errors, broken links, blocked URLs, and duplicate content. It can also analyze Meta descriptions and page titles. The tool, which you can integrate with Google Analytics if you want additional data, generates sitemaps and error reports for ease of reference.
  • The Alexa Toolbar: This tool, as the term suggests, can be installed onto a browser. It gives up-to-date info about Alexa data such as the loading time, popularity, and how the site competes with others on the Internet. It will not interrupt your browsing while doing this.
  • SERP_OverlayMoz tools: This is a suite of inbound marketing tools that, in combination, cover all SEO aspects from social media marketing to link building and from content marketing to brand awareness. Moz Open Site Explore helps you do backlink analysis. Moz Local, previously known as Get Listed, gives you the current state of your business's citations, getting data from over 15 sources such as Google, Facebook, and Foursquare. Followerwonk gives you important Twitter data.
  • HubSpot SEO: This tool is an all-in-one SEO framework giving everything from SEO recommendations to SEO analytics. Notable features are advanced keyword targeting, as-you-type SEO, Google+ integration, and mobile optimization.
  • Siteliner: Google considers duplicate content to be Grey HAT SEO. Siteliner helps analyze duplicate content quickly. All you need to do is type in the URL of your site and click away. Other than duplicate content, you will also get such data as common content, unique content, average page size, internal and external links, average page load time, and text-to-HTML ratio.
  • There are many free tools and all of them could not fit into our list. Other free SEO monitoring and anaylsis tools that deserve an honorable mention include:

  • Keyword.io: Helps in keyword research.
  • Portent's Title Generator: Gives you ideas on highly sharable content.
  • Facebook Audience Insights: Gives you demographic information on your Facebook audience.
  • GTmetrix, Google PageSpeed Insights, Pingdom, and WebPagetest: Help examine page speed.
  • SEO Quake: Gives you data on links, social shares, traffic, and on-page keywords among others.
  • Microsoft Free SEO Toolkit: Performs a full SEO audit.
  • XML Sitemap Inspector: Inspects all links in your sitemap to determine are working as they should.
  • Site Condor: Extracts on-page structured data and elements, controls how crawl jobs run, and analyzes aggregated results.
  • Robots.txt Testing Tool: Lets you know which robots.txt file is blocking Google bot.
  • Copyscape: Helps you check for plagiarism.
  • BuzzStream Meta Tag Extractor: Gives you keywords, Meta descriptions, and title tags in URLs.
  • SimilarWeb: Does competitive analysis.
  • Panguin Tool: In combination with Google Analytics, helps you determine if you have been affected by Google Penguin.
  • SEO monitoring and analysis tools save you time that you would spend doing the work manually. Note that the info and results you get from these tools is not always easy to understand or implement and you should consider hiring a professional for the job.

    Selina Jenkins helps small businesses improve their ranking for SEO. She will devise ways for you to compete with larger competitors offering USA SEO service. She also offers PPC, SMM, and other services to complement your SEO efforts.


    Source: 12 Free SEO Monitoring and Analysis Tools Every Business Needs

    Beginners’ Guide to #SEO and #SERP: 8 Tweaks You Can Make Today (Plus a Few For the Days Ahead)

    Beginners' Guide to SEO and SERP: 8 Tweaks You Can Make Today (Plus a Few For the Days Ahead) So I'm going to define a few terms and teach you some common-sense strategies you can implement right now, so that, even if you never get to the "SEO PhD" level, you'll already be way ahead ... SERP. In fact, the average length for results that ... read moreThe Step-by-Step Guide on Improving Your Google Rankings Without Getting Penalized That can guide you in writing ... but a simple tweak would result in a higher click-through rate. Invoke curiosity: Curiosity will cause people to click your headline, but do it with caution and make sure you deliver on the promise of your headline. read more

    The Ultimate Guide to Making an Affiliate Income from Your Blog But that's changing now thanks to a few animal updates from Google. These days it's all about trust and authority – you need your readers to see your blog as an authority and you need Google to trust your SEO ... others can hopefully make a bit ... read moreSEO for Bloggers: How to Nail the Optimization Process for Your Posts - Whiteboard Friday Success isn't an overnight phenomenon when it comes to SEO ... then on you'll want to consider your keyword targeting, on-page factors, your intended audience, and more. In today's Whiteboard Friday, Rand spells out a step-by-step process you can adopt ... read more5 SEO Mistakes that Crush Rankings Many of you may know me as an entrepreneur, but my background is actually SEO. Although I follow the rules these days, I am known ... anchor text and ideally make it natural. In essence, having rich anchor text is good, but it can't be too rich. read moreIs SEO a good career choice? 14 top experts know the answer If you aren't prepared to prove yourself and stay ahead ... in the SERP, no more keywords in Google Analytics and tons of other changes. What you knew today could be thrown out the window tomorrow. But that's also what's fun with SEO. You can work with ... read moreHow to Make WordPress Sites Load 72.7% Faster It can handle 40+ plugins if they are all the right ones. But it only takes one bad apple to spoil the bunch. A single faulty plugin could make ... plus a few tough decisions. Generic hosting, cheap themes, and running the wrong plugins will sink you. read moreThe Adaptive SEO Approach (And How To Get More Conversions) Some of us take for granted "what works today" but fail ... But I digress… Don't let a few bad apples you lead you to dismissing valuable business strategies like SEO. With all that in mind, disregarding the value of SEO can truly hurt your ... read moreHow To Do Keyword Research For SEO This post is pretty long and I will be keeping it up to date, so I have created a table of contents to make it easier to jump ahead to a specific section. The goal of this post is to approach keyword research for SEO ... SERP. There are a few key signals ... read moreHow to Get 260.7% More Organic Traffic In 14 Days (New Strategy + Case Study) In fact, rankings for my target keyword ("white hat SEO") jumped from ... content never see it. But when you relaunch your content, you create another opportunity for people to benefit from your stuff. Second, you make your content better. read more

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    Source: Beginners' Guide to #SEO and #SERP: 8 Tweaks You Can Make Today (Plus a Few For the Days Ahead)

    Saturday, October 29, 2016

    How to SEO Your Website Properly Even When You’re a Total Tech Noob

    With so much on the line when it comes to laying out your own special slice of online real estate, there's nothing more important than bulletproof search engine optimization. If you're hoping to bring your content and products to the people that need it/them, you'd better have your SEO game up to the best of its potential.

    However, if you're a tech noob, where do you start?

    Analyzing SEO - Google Analytics

    There's so much technical mumbo jumbo to consider when it comes to proper SEO:

  • Page meta tags
  • Alt Text
  • Heading tags
  • Blog
  • 301 redirects
  • Google Analytics
  • Site verification
  • Then there's the really tough stuff like creating and/or curating interesting content like articles, video and podcast material. Coming up with a smart social media plan. And the mother of all SEO efforts: Link building!

    Organic link building is one of those tasks that will make or break you in the SERPs. It separates the big boys from the little toddlers online. And it can take up mountains of time you don't have if you're wasting that time with your brain steeping in an ocean full of site code, scripts and other technical nonsense.

    How to get the job done

    Truth is, there are tons of ways for a total tech noob to build his or her site without any prior coding knowledge. One of the oldest and most reliable is to use a site builder with a strong built in content management system, that places a focus on the most current SEO parameters set out by Google and the "other" various search engines out there.

    SEO

    Many people think of the ever popular WordPress or Joomla and their many plugins to get SEO done easily. Believe it or not, these aren't the best options for a complete tech noob. Sure, they'll get the job done, but they're far from one-and-done when it comes to technical aspects.

    Not to mention, none of those plugins make tasks like SEO easy without laying down top dollar for a membership. And then you also have to deal separately with whomever you choose to host the site with, and all the potential nightmares that can unfold in that area.

    Forget SEO for a second…

    Have you ever had to restore a broken WordPress theme via FTP?

    How about fixing a broken database within Cpanel because your site stops loading for no apparent reason, leaving money on the table you might never get back?

    If you answered "no" to either of those questions, Wix site builder solution is likely what you're looking for.

    I know you came here looking for an easy solution to SEOing your site, so I'll focus on the benefits this software can offer in that regard. But seriously, for a tech noob, it doesn't get any easier than signing up for an account and letting them take care of virtually every aspect of the coding, server maintenance, security, and anything else that can become broken along your webmaster journey.

    SEO done right and done easy with Wix

    If you're not a tech wizard, it's best to leave the technical aspects of SEO to the people who know it best. There's just too much to learn and really, when you consider just how short this life is, you'll never be able to learn what you need to know without going to school for it.

    It's the whole "Jack of all trades, master of none" thing…

    But what about the SEO aspects you so desperately came here to learn about?

    If you don't want to spend years learning HTML5, or the fine art of building your own scripts from scratch, why would you spend month after month learning how to optimize URLs, or all the many aspects involved in how fast your site loads for SEO purposes?

    How about figuring out which of your homepages needs to have the canonical tags removed?

    Don't get me started on mobile optimization.

    Wix screenshot

    Hands off with Wix

    The point I've been trying to get across is that you don't want to focus on all the heavy lifting when it comes to SEOing your sites. As mentioned earlier, you'll have your hands full with putting together engaging content, pulling in and taking care of your social followers and, did I mention link building?

    That's where your efforts need to be placed. Wix takes care of the rest by giving you all the site building and SEO tools you need in an easy-to-use interface.  Read Wix SEO Review posted by CMS Critic to find out why we recommend the tool.

    301 redirects

    This is often a criticism you'll find from SEO professionals when it comes to moving your sites to a fully managed host and content management solution like Wix. In the past, placing the appropriate 301 redirects on the pages you currently have ranking would result in those pages still being deindexed – essentially making you start over from scratch in the SERPs. Wix's Advanced SEO Editor allows you to customize lists of URLs to be 301'd in no time.

    Page load times

    This is a huge concern for webmasters and search engines alike. Not to mention the visitors to your site! Especially with the mobile landscape growing bigger by the day. From flawless optimized code, to lightning fast hosting servers, to all the many options in the Advanced SEO Editor; Wix users never have to worry about a slow-loading site.

    Other SEO factors that Wix helps you get done and continually refine include:

  • Setting up appropriate meta tags for each page.
  • Labeling images with the proper alt and title tags.
  • Adding header tags (H1, H2, H3 and so forth).
  • Google Analytics integration with your site.
  • Verifying your site with search engines and social profiles.
  • Linking social profiles and YouTube channels to your Wix domain.
  • Managing nearly every SEO aspect of your blog from an easy-to-use interface.
  • If you'd like to learn more about Wix SEO, click the link for more info.

    Everything is laid out and put right in front of you so you don't have to go searching all over the web for complicated how-tos, then digging into complicated code and using site editors with mountains of complicated code most people could never possibly understand and absorb.

    You can't do it all – and you shouldn't have to!

    Some people will tell you that you can learn it and do it all yourself. Most of those same people, if you were to look at their site, social and overall SERP rankings, are missing many critical pieces of the search engine pie.

    It literally takes an entire team to properly optimize a site and keep it that way. That's why smart blog owners, who don't want to spend 4+ years at CalTech or MIT, will choose a managed solution like Wix for their SEO needs.

    Focus on what matters: ie., Content is King! Let the experts walk you through all the other stuff.


    Source: How to SEO Your Website Properly Even When You're a Total Tech Noob

    Ultimate #WordPress #SEO Guide for Beginners (Step by Step)

    Ultimate WordPress SEO Guide for Beginners (Step by Step) Improving your WordPress SEO is crucial for getting more traffic to your website. Sadly most WordPress SEO guides are too technical for new users to get started. If you are serious about increasing your website traffic, then you need to pay attention to ... read moreThe Genius Blogger's ToolKit is on sale now! This course gives you a proven, step-by-step SEO strategy ... Must-Have Guide to Blogging includes 175+ pages full of tried and true strategies + actionable ideas to help you build your blog, grow your audience and begin making a profit. The Ultimate ... read more

    Beginner's Guide To WordPress SEO: Intro, Preparation And Jargon In this concise guide, you will learn how to optimize your ... making you effectively invisible on most (if not all) search engines. Step #2 Install an SEO plugin that picks up where WordPress leaves off. One of the most used and recommended plugins ... read moreAn easier way to get started with WordPress WordPress powers more than 25 percent of websites across the world. But with 50,000+ plugins to choose from, thousands of themes, and a relatively complex interface, it can prove an overwhelming task for beginners ... Ultimate plans. This step-by-step SEO ... read moreThe Ultimate Search Engine Optimization (SEO) Guide This post is a finalist in our Ultimate Guides Contest ... plus you'll get a step-by-step guide to optimize your blog from the beginning. So, read on! SEO is the practice of improving and promoting a web site in order to increase the number of visitors ... read moreSEO For Blogs: The Ultimate Guide If you have been visiting this blog since more than a week, you may already know about the "SEO Mondays Series". In order to prepare this post series, I have pre-written the full Guide. This 23 pages Ultimate WordPress ... very first step is to create ... read moreAn In-depth SEO Guide for WordPress Site Owners Since that time SEO experts and website owners have been searching for white-hat (good) methods to make their business pop up. This guide will be useful for those who have a WordPress site ... and ranking is the last step and it is exactly what you see. read moreThe Beginner's Guide to Technical SEO Just like they have for on-page SEO, technical aspects of SEO have changed as search engines have become more sophisticated. Want to master your skill in SEO? Download this quick beginner's guide to technical SEO ... loves to crawl: Step 1 – Create ... read moreThe Only DIY Content Calendar Guide You'll Ever Need It of course helps with SEO, too. You'll want to put your well-researched ... creating and applying reader personas to your blog activity. A Step-by-Step Guide to Creating Reader Personas by Neil Patel of Quick Sprout How to Research and Create a Content ... read moreWhat it Really Means to Be a Digital Nomad (and 7 Ways You Can Escape Your Cubicle to Become One) I've also written a beginner's guide to help you navigate proofreading as a newbie ... you can adapt and change your career every step of the way. For a head start, sign up for my Free Resource Library below. It's chock full of guides and goodies ... read more

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    Source: Ultimate #WordPress #SEO Guide for Beginners (Step by Step)

    Friday, October 28, 2016

    Cloud Services

    SpyFu, which begins at $49 per month (billed annually) for the Basic plan, is a search engine optimization (SEO) platform that strikes a near-perfect balance between offering a comprehensive toolset and packaging it in a sleek user experience (UX) that's simple for SEO experts and average business users alike. While our other Editors' Choice winner Moz Pro may have SpyFu narrowly beat due to the sheer number of optimization features, metrics, and tools it offers, SpyFu remains an ideal platform for the growing small to midsize business (SMB) that's looking to expand its SEO and digital marketing footprint. That certainly makes it worthy of an Editors' Choice award in its own right.

    Pricing and Plans SpyFu's Basic plan begins at $49 per month when billed annually. Though, unlike other tools in this roundup such as Moz Pro and KWFinder, SpyFu doesn't price by search results. All plans come with an unlimited number of domain, keyword, keyword group, backlink, and competitor/domain comparison search results along with unlimited data export. The functionality you get with SpyFu for the price is an important factor in why we gave it an Editors' Choice, and the unlimited search volumes make the tool even more appealing for ad hoc keyword research.

    That's not to say SpyFu doesn't cap anything. The Basic plan gives you a capacity of 250 sales leads and domain contacts, and 5,000 weekly tracked keyword rankings, along with 10 domain reports and 10 pay-per-click (PPC) reports through SpyFu's AdWords Advisor tool. The $74-per-month Professional plan (also when billed annually) bumps leads and contacts to 500 and weekly tracked keyword rankings to 15,000, along with custom-branded reports and access to SpyFu's application programming interface (API). The Professional plan is available month to month for $139 per month. SpyFu also includes a 30-day money back guarantee.

    Keyword Search and User Experience The SpyFu dashboard is smartly laid out with a navigation bar across the top with tabs for SEO Research, PPC Research, Keyword Research, Backlinks, the List Builder, Tracking, and Reports. There's a lot SpyFu across the spectrum of SEO tooling, but for this review we're focusing primarily on its ad hoc keyword research capabilities. When a business is looking to identifying the best possible search engine results pages (SERP) to target with an optimization strategy, keyword-driven investigation is the legwork to get pages to rank higher. Keyword recommendations and management capabilities are built in throughout SpyFu, but I started in the Keyword Research tab.

    When testing each tool, I used the same set of five keywords to see how results differed between each of my competitors. The five keywords I used were: pcmag, digital marketing, online shopping, IT consultant, and small business accounting. I chose this combination to simulate real-world terms that businesses might search for (including publishing comapnies like PCMag) as well as to find related search results and vulnerable competitor sites.

    After running searches on my five test terms, I found that SpyFu creates and structures its keyword results and metrics somewhat differently than Moz Pro, KWFinder, or Ahrefs. Rather than populating a table of related keywords with Page Authority (PA) and Domain Authority (DA) metrics along with stats on cost per click (CPC) and keyword difficulty, SpyFu draws a far more apparent correlation with exactly how much money a keyword is worth. After searching "digital marketing," for instance, another navigation bar appeared across the top of the results page further breaking down the search results. You can then drill down into keyword overview, related keywords, advertiser history, ranking history, backlinks, keyword grouping, and SERP analysis. That's just for one keyword query, showing how SpyFu does arguably the most granular deep-dive investigation into keyword data of all the tools I tested.

    Atop the main results, SpyFu gave me not only CPC for the keyword, but a daily and monthly cost breakdown as well as how many unique advertisers had appeared on the keyword in the past year. I got the same level of cost breakdown when I clicked on the Related Keywords tab, which also allowed me to narrow results using a left-hand filter menu to a specific cost per day, daily search volume, difficulty score, and more.

    At the bottom of the keyword results was the SERP analysis. This broke down each URL in the search results page, though KWFinder and Moz Pro both offer a much more detailed breakdown in this respect. SpyFu focuses on monthly cost, which may or may not be important to your business. Results like the Advertiser History graph, a long list and complicated diagram of the ads appearing in on that search page over time, was a bit too in the weeds for me as a novice SEO tool user. But for digital marketers and advertisers, SpyFu can be a gold mine.

    Keyword Management and Reports Keyword management is baked into SpyFu throughout the platform. Within each of its three main research tabs—SEO, PPC, and Keyword—there are options in the drop-down menus for SEO and PPC-specific keywords, and Keyword Groups. The Keyword Groups features in each tab are fairly similar, populating a table with monthly search volume, CPC, difficulty score, and monthly cost. These are SpyFu's four main metrics where keyword research is concerned. On the left of the table are either the keyword you've researched and grouped yourself, or top keyword group suggestions from SpyFu. On the top right of the table you can then add selected keywords to lists, or export your selected keyword as an Excel file, CSV, or PDF. This basic keyword grouping functionality is similar to SEMrush and executed better in Moz Pro and KWFinder.

    Where SpyFu's keyword management capabilities really stand out are in its List Builder and Tracking tabs. This is also where SpyFu's deep connection between SEO and customer relationship management comes into play. In the List Builder tab, there's a Top Lists section with targeted lists of domains and keywords like "Domains That Spend the Most On AdWords," keywords with the highest CPC. There's also a list of the most expensive keywords, which you can then filter by state, industry, or a specific web-based technology: ad buying platform, affiliate marketing, email marketing, and online shopping cart are some of the options.

    Next to Top Lists, there's a dedicated Business Leads tab. This essentially acts the same way as a keyword search: you enter keywords and industries, a location, and refine results using filters like AdWords budget and SEO clicks. The search then returns a list of URL leads with that site's monthly ad budget and available contact information that can then be exported to your CRM. I'd like to see SpyFu go a step further with this and integrate its SEO lead lists directly with a platform like Salesforce, but the tool is already ahead of the curve. SEMrush has a beta lead generation tool, but that's the closest any other optimization product I tested comes to what SpyFu offers.

    Beyond that there's the Tracking tab, which allows you to take keywords you've identified and start ongoing monitoring that reports back with weekly domain rankings and keyword position changes. Then I was also able to set up custom SEO reports in a few simple steps: enter a domain name, then choose whether to run a report on SpyFu's suggested domain keywords or custom keywords. I entered my five custom keywords in a field, chose up to five competitors' URLs, and then had the option of running either a one-off or recurring monthly report.

    That sort of competitive analysis is another area where SpyFu stands out, as it also has a tool called "Kombat" that's available in the SEO and PPC Research tabs. In Kombat, I typed in PCMag's domain and the tool quickly built an interactive data visualization showing where PCMag's top keywords overlapped with our competitors. There's also what SpyFu calls a "keyword universe," listing CPC, CTR, monthly cost, and monthly clicks for the core keywords and recommended keywords. This research breakdown is another feature helping unearth ways for you to gain an SEO edge on your competitors.

    All-in-One SEO Value in a Sleek Package SpyFu goes the furthest of all the SEO optimization tools we tested in tying SEO value directly to sales, marketing, and the business' bottom line. The platform is smartly designed and easy to navigate, and SpyFu is also one of the more affordably priced tools in this roundup.

    For the average SEO user who's looking to simply identify and sort targeted keywords, SpyFu's emphasis on keyword monetary value and its detailed search advertising breakdowns may be overkill. But for more and more businesses that are working to integrate their SEO research into a more holistic strategy encompassing marketing, advertising, and sales, SpyFu earns an Editors' Choice. Moz Pro is our overall Editors' Choice on the strength of its complete suite of traditional SEO tools including deeper crawling capabilities, but for integrated digital marketing teams, SpyFu is the tool you want.

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    Source: Cloud Services

    #Google may be all-in on hardware, but it's all about search

    Google may be all-in on hardware, but it's all about search You'd be forgiven if you thought Google was moving beyond its search engine, which allowed it to become one of the most powerful companies on the planet. After all, Google's biggest recent announcements have been around devices: A new phone called Pixel ... read moreApple iPhone 7 vs. Google Pixel: Which Is the Better Phone? All in all, the differences between the two cameras are hardly ... The only place where the Pixel seems to edge out the iPhone 7 in the hardware department is with its awesome battery life. The Pixel comes with a long-lasting 2770 mAh battery over the ... read more

    As the Apple car dies, Tesla pushes the envelope on self-driving Tesla's announcement went beyond Tesla doubling down on its Autopilot self-driving tech after a fatal accident in May — Musk and the team are trying ... The bottom line is that if you want to go all-in on autonomy, you have to be a carmaker with all ... read moreGoogle Pixel V Apple iPhone 7: Advantage Google Assistant They are joined in the gadget media mindset not just by the titanic ambition of their respective creators — there is finally a way to compare integrated hardware and ... of the results: All in all, I'd have to give Google the edge in getting to the ... read moreWhat to expect from Microsoft's Windows 10 event on October 26th The software giant is holding a software and possibly hardware event on October 26th in New York, where the company is expected to talk about the future of Windows 10 and a lot more. Unlike Apple or Google ... All-In-One devices. Of course, Microsoft may ... read moreNew Chromebook 'Asuka' Could Be The Next Dell Chromebook: And Could Be Coming Soon was all-in-all a top-of-the-line machine when it was released. With an optional Core i3 or i5 processors, up to 8GB of RAM, a glass track pad and a polished, yet utilitarian build, it was one of the best Chromebooks of its time. You could even opt for a ... read moreiPhone 8 Will Be Clear, Revolutionize Mixed Reality (Report) This would be quite the feat, as the HoloLens packs dedicated hardware ... you at all. In addition to Microsoft, Apple would be competing with the Google-backed Magic Leap, as well as any augmented reality products Oculus may have planned. At its recent ... read moreReview: Google Pixel puts performance over presence An all-in-one communication tool is not ... Assistant is perky, responding to its summoning phrase "OK Google" and following up with answers practically instantly. Speak too slowly and it may cut you off before you're done. When Assistant gives you an ... read moreWhat Marketers Think Of Google's Shiny New Hardware With Google Assistant being baked into the new Pixel phones, user-controlled input is another step closer to natural language processing. * With Assistant, Siri, and Echo all in ... hardware and the software, Google is able to more seamlessly integrate all ... read moreGoogle is flexing its marketing muscle ahead of the Pixel phones' October 4 launch [Gallery] this is further indication that the company is going all-in on its hardware efforts, which will likely extend far beyond the two Pixel smartphones. Rick Osterloh may have become the firm's hardware supervisor just a few months ago, but Google has ... read more

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    Source: #Google may be all-in on hardware, but it's all about search

    Thursday, October 27, 2016

    Q4 must-knows for CMOs: Crucial developments across channels

    The latest analyses, insights and strategies that inspire CMOs and marketers everywhere.

    future-search-ss-1920Q4 can be a merciless time for marketers; even if you're not staring down a couple of make-or-break months as a seasonal retailer, you're likely battling for user attention, fighting against rising CPCs (costs per click) on platforms like Facebook or taking advantage of a down season to do some serious planning for Q1.

    In any of those scenarios, having a firm grasp of the current state of digital is critical to success. And if you haven't tuned in closely enough to trends, features, releases and more since last Q4, well, bad on you. But we've got a shortcut for you: a quick rundown of the 21 most critical developments since Q4 2015, broken down by channel or discipline.

    Let's start with…

    Paid social

    For the past few years, most paid social updates of note involve Facebook. But this Q4, a trio of relative newcomers (one of which is related to Facebook) are drawing attention and dollars.

    • Pinterest has continued to add more and more features for performance-driven advertisers. On the audience side of things, major updates include custom audiences of your own customer data, as well as lookalike creation off of audience data.

    Combined with the ability to target based on Pinterest keyword searches and interests, the options to target the right audience on Pinterest are now plentiful. A few very exciting product updates over the last year or so include promoted video ads and app install ads.

    Anecdotally, Pinterest has made strides in the past year to position itself as a discovery and decision engine that extends well beyond being viable for just retail and e-commerce brands.

    • Snapchat is another contender for performance-driven advertising dollars this Q4. More recent additions to Snap Ads include the ability for a user to "swipe up" on ads in the Discover section of the platform, allowing them to continue through to an advertiser's website or app store or to view longer-form video content.

    No longer is Snapchat a pure "branding" play for advertisers. Given that multiple publishers told Digiday that up to 85 percent of their Facebook video views occur with the sound off, Snapchat is in a unique position in the video space. It claimed earlier this year that two-thirds of the videos on its mobile app are viewed with the sound on.

    • Instagram is well-positioned this Q4 to command some serious ad dollars from advertisers who expect results. In Q4 of 2015, Instagram rolled out its advertising offering to all advertisers. Over the last year, more bells and whistles were added to mirror the plethora of options available from parent company Facebook.

    This Q4, advertisers are being encouraged to think of their Instagram and Facebook advertising dollars as one pool that, when used in tandem, can maximize efficiency. A tactic to consider this Q4 is to combine your Facebook and Instagram placements to best optimize your dollars between these platforms for all of your advertising objectives.

    AdWords

    If AdWords hasn't released any game-changers over the last few months, it's not for lack of effort. Let's break down some of its new features — and how much of a difference they've made.

    • Customer match has been a bust so far because of the low volume in both matched audiences and potential lookalike audiences. That could change once Customer Match (and Similar Users) launches on the Google Display Network (GDN), which we hope happens sometime in the next few months.

    • Google launched Expanded Text Ads with great fanfare back in Q2, but we haven't noticed much of an overall increase in CTRs (click-through rates) — and we're far from alone in the industry. A lot of our search efforts in Q4 will be testing and discovering ways to make the added real estate work more efficiently.

    • On the positive side, Drafts and Experiments have been a great tool to test anything you want in AdWords. If your company doesn't have an aggressive culture of testing, particularly in SEM (Search Engine Marketing) and GDN campaigns, this should let you take your foot off the brakes.

    • Rolling back enhanced campaigns and giving advertisers the ability to segment campaigns by device have been a pleasant surprise. We have yet to revert many campaigns back to mobile only, but it's great to have the option for certain clients. In a similar vein, the ability to exclude tablets from our campaigns has helped greatly with efficiency, since tablet CPAs have always trended much higher for us than desktop CPAs.

    Analytics

    The proliferation and usage of data have hit a new gear this year. Marketers have more options for collecting data and more ways to use it. Here's what we've done (and learned):

  • We're starting to push audiences from our DMP (data management platform) to AdWords and our DSP (demand-side platform) for more finely tuned targeting campaigns. This has augmented the accessibility of first-party data and second-party data on those platforms.
  • The availability of third-party data and the growth of exchanges have exploded. There are now over 100 partners shoveling third-party data into DMPs, which means marketers have the option not to work directly with data providers.
  • We've witnessed the emergence of data "fire hoses" — some vendors and DMPs have opened up "real-time" data "pipes" to drive personalization and experience customization based on available user data.
  • As our CEO, David Rodnitzky, has often said, "Mo' channels, mo' data, mo' problems" — and that's compounded this year. We've seen a much bigger focus on attribution, with social, video and content demanding more marketing dollars for the top of the funnel and driving value that can't be accurately measured in last-click conversions.
  • Mobile

    There's always a lot going on with mobile, but we'll focus on one player in the news lately.

  • Between the release of search ads and its "limit ad tracking" feature in the iOS 10 update, Apple is making serious positioning moves that should shake up the mobile ecosystem. Again, the true effects of this might not shake out for a few months, but this definitely needs to be on every CMO's radar.
  • Display

    Aside from the integration of more data described above, ad blocking has been one of the biggest issues at play for display in 2016. Some developments and trends:

  • eMarketer projected a 34 percent growth (US) in the number of people using ad blockers in 2016, and the usage is proportionately higher among Millennials.
  • Most ad blocker users only block desktop ads (not mobile). Of those who block, 90.5 percent block desktop and 29.7 percent block mobile. (Note: There's overlap).
  • The most common reason for using a blocker is that the user is annoyed by ads that block content. Given that reason, most publishers are looking at both technical solutions (blocking ad blockers, requesting that customers add them to the blocker whitelist) and UX remedies, including less intrusive ads, focusing on faster load times and making sure the ad is relevant (read: better targeted!) to the consumer.
  • All of the above points lead to a continued rise in the importance of native ads, as well as good targeting data.
  • SEO

    With the exception of the last bulleted item below — which by its nature is more immediate — SEO developments are going to be tough to manipulate in time to reap the benefits in Q4. But marketers who don't start planning for how to adapt to these now will have some serious ground to make up going forward.

    • RankBrain rules — and it's changing the SEO game. We've been saying for months, since the introduction of RankBrain last Q4, that search engines will get smarter. The conflation of search terms has been slow and steady, but now it's not only becoming far more prevalent, but it will also change the way we optimize and keyword map.

    Take, for example, this SERP:

    rankbrain-serp

    The carousel at the top of the SERP is, of course, nothing new. Search engines now know that when a user is searching "things to do," they are actually looking for points of interest. That semantic connection was made a while ago, and the change to the SERP has been somewhat commonplace.

    Now look below the fold for that same query:

    rankbrain-serp-below-the-fold

    The change to actual listings is dramatic. Take a look at all of the descriptions. In the top two listings, the bold terms are not the query we searched for; instead, they are the actual points of interest that we saw noted above. Despite having optimized descriptions for "things to do," in this SERP, Google's elected to show, instead, in bold the points of interest people are commonly looking for.

    While this seems to be a small semantic (and logical) jump, it has profound implications for how we can expect to be served listings in the future. If our mappings need to not just accommodate permutations and adjectives of queries, but also related queries and end-goal queries, our jobs as SEOs just got a whole lot harder.

    • Google recently announced that AMP (Accelerated Mobile Pages) would have a slight rankings edge over websites with deep links to their apps. This will likely force brands to make a decision regarding their mobile experience vs. their app.

    In an app-driven marketplace, many brands would likely opt to continue to optimize their primary product (their app) rather than trying to get their mobile web experience on AMP. This announcement will draw the line between brands that will focus on their mobile web vs. those that will focus just on their app; the brands that do both may be wasting their energies, if, at the end of the day, only one experience will win.

    • Both Panda and Penguin are part of the core algorithm, but only Penguin is going to be pushed real time. This is huge for brands that have been (or could be) hit with a penalty. This means that, at any time, if your brand has been engaging in questionable link acquisition practices, you could be hit with a penalty.

    Instead of fearing the looming updates, brands will have a real-time issue to deal with. Checking and rechecking your rankings, especially if you have an aggressive link-building campaign, will become commonplace. On the bright side, this also means that brands can recover from a penalty a lot more quickly than they have been able to previously.

    CRO

    The discipline of conversion rate optimization has one new important feature and one growing trend that you'll be seeing all over your browsers in Q4.

  • One of the leaders in the CRO space, Optimizely, recently unveiled Optimizely X, which features updated/new real-time behavioral targeting and personalization features and has been touted as a "unified experimentation platform." It's still brand-new, and we don't have much to report on our experience with it yet, but it's clear that it's designed in part to help drive…
  • the increased focus on personalization, which transcends channels and focuses less on what people buy than why people buy. Behavioral data, more sophisticated tools and technology, and a shifting mindset are changing everything from messaging to site UX to allocation of marketing budget.
  • Phew! Long list. And although it's not nearly exhaustive, it should give you plenty to track over the next few months.

    Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

    About The Author Scott Rayden is the Chief Revenue Officer for 3Q Digital, a Harte Hanks company, and is responsible for leading marketing, sales, and the overall revenue growth of 3Q Digital nationwide. Scott spent the past 7.5 years as the Founder and President of iSearch Media, a leading digital marketing agency focused on consumer behavior, search marketing, analytics, and data visualization. iSearch Media was acquired by 3Q Digital in 2014.

Scott brings 14 years of experience in digital marketing, management, M&A, and business development to 3Q Digital. Prior to founding iSearch Media in 2006, Scott worked at Quinstreet and LeadClick Media (acquired by First Advantage for $150MM), two of the largest digital marketing agencies in the country
    Source: Q4 must-knows for CMOs: Crucial developments across channels

    #Google to divide its index- creating separate mobile index [@SmartInsights Alert]

    Google to divide its index- creating separate mobile index [@SmartInsights Alert] Gary Illyes, a Google webmaster trends analyst, announced this month that rather than its current single index for all sites, Google will run two indexes in parallel. One will be for informing mobile search results, the other desktop, but the mobile one ... read moreWithin months, Google to divide its index, giving mobile users better & fresher content Google is going to create a separate ... desktop index be? Desktop usage is now a minority of Google queries but still generates substantial usage. The most substantial change will likely be that by having a mobile index, Google can run its ranking ... read more

    Google is going to create new mobile index for its search engine Google is going to create a new mobile index for its search engine in the following months ... It clearly makes sense for Google to shift focus and create a separate index targeted at mobile users. This idea was first announced last year at SMX, and ... read moreGoogle will create a separate mobile index for search engine queries Google Alphabet has made it clear that mobile advertising is a force to be reckoned with and plans to create a separate mobile index for search engine queries. In addition, it wants to keep its desktop index going. For mobile users that means they will ... read moreGoogle Will Divide Its Search Index Google has announced that it will be dividing its search index into ... of Google's plans to separate indexes – over a year ago at SMX East, Google said it was in the process of experimenting with ideas of a mobile index. During the keynote, Gary ... read moreGoogle Looks To Create Separate Search Index For Mobile Searches The new policy will create a temporary but separate index for mobile users ... as most don't have a dedicated mobile view. Google wants convenience for all users, and has continued to revamp its policies a bit too frequently to make that possible. read moreWhat Google's new, separate mobile search index implies for travel Last week's announcement that Google will create separate indexes for mobile and desktop results— and will be treating mobile as the primary index — is the inevitable ... attempt by Google to defend its place in a rapidly changing mobile ecosystem. read moreHow to Prepare for Google Index Splitting ... they plan on releasing a separate mobile search index, which will become the primary one. More details here: Within months, Google to divide its index, giving mobile users better & fresher content Google is going to create a separate mobile index ... read moreWhy Google is retooling search to put mobile first Right now, Google only uses one such index for all its mobile searches. Under the upcoming update Illyes detailed, though, Google will create a separate mobile-only index that will serve as the "primary" index for search. As Search Engine Land points out ... read moreGoogle to divide its index, giving mobile users better & fresher content Furthering its push to improve services for mobile users, Google has decided to start indexing search results for mobile separately from desktop to offer mobile users better and fresher content. Google is going to create a separate mobile index within ... read more

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    Source: #Google to divide its index- creating separate mobile index [@SmartInsights Alert]

    Wednesday, October 26, 2016

    Tips For Combining SEO & Content Marketing

    A common concern, or rather a mistake, nowadays is that many marketers and business owners struggle to decide:

    Which tactic will help them grow their online presence further, SEO or content marketing?

    There are tons of surveys and research over the web that show the importance of both:

    All of this information leads to one thing: businesses must use both SEO and content marketing strategies to improve their website traffic.

    This has a lot to do with consumer habits and preferences shifting greatly during the last years:

  • Consumers are smarter and more careful now when they buy products/services online
  • You need high quality content to rank up on search engines
  • Keywords are no longer enough to achieve higher ranks on SERPs
  • This is why the two tactics, while being separate things, need to merge together and be leveraged equally, to produce satisfying results.

    writing

    Don't Do SEO for SEO's Sake

    When you think about merging SEO and content marketing effectively, it's important not to focus on older SEO tactics like keyword and link stuffing. Your main focus should be on creating relevant, valuable, high quality content for your audience, which will be backed up by SEO.

    This is why you need to use keywords in your text naturally, without creating an impression that you just try to get people to your website. If you are ever faced with the choice of which one to compromise keywords or quality, quality has to win, every time.

    Create Wikipedia Content

    Depending on the industry, marketers can find tons of topics that will be a good fit for Wikipedia articles. Wiki articles are great because the website is focused on delivering the most accurate and relevant information to readers and thus, ranks higher (usually the first or second result) on SERPs.

    If you struggle to find topics on what to write on, here is something to think about: Wikipedia deletes around 1000 articles each day (mostly because it's old and irrelevant now). This means for that there is a ton of wiki content out there that is being left with "dead links" all over.

    You can just find those dead links, see which ones are relevant to your industry, pick a topic and set things right.

    wikipedia-dead-link

    Focus on Evergreen Content

    Evergreen refers to a piece of content that doesn't lose value overtime. This means that readers will find it useful today, and it will still be relevant in a few years from now. This way, your content won't be losing search rankings on Google and your investments into producing high quality content will continue to generate more and more visitors overtime.

    In an effort to find evergreen topics, here are two tactics that work well:

  • Use google search for common keywords in your industry and look at the result pages. You are looking for content that has been published 3-5 years ago, but since it's still relevant, it will be on the first page of search results. This is how you will identify evergreen content and get an idea on the topics you want to choose.
  • Update your content if its statistics heavy. Whenever you create content that focuses on statistics like this one "Google's 200 Ranking Factors", update your content from time to time. These kind of topics evolve overtime and you can maintain higher search rankings if you constantly follow the latest trends and update your stuff.
  • Combining SEO and content marketing is one of the best ways to grow your website traffic and attract high quality (not just random!) visitors and leads.

    Start with the tactics mentioned above and don't forget that online marketing is an ever evolving thing: keep a constant lookout for tactics that will help advance your business even further.

    This is a contribution by Charles Dearing.


    Source: Tips For Combining SEO & Content Marketing

    #Google comes under fire for its privacy policy change

    Google comes under fire for its privacy policy change Earlier this year, Google made a change to its privacy policy that is now drawing criticism from privacy proponents. As detailed by ProPublica, Google "quietly erased [the] last privacy line in the sand" by allowing for data it collects on its ... read moreGoogle divulges more data on its users than ever, as government requests spike Google produced data for 76 percent and 86 percent of these requests, respectively, which is consistent with reporting periods since 2014. Google Allo: Don't use it, says Edward Snowden Google has come under fire again for the privacy choices its made for ... read more

    Google Slyly Changed its Privacy Policy 4 Months Ago, Makes it More Intrusive Google changed its privacy policy in June to allow for the tracking of personally identifiable data. Under the ... Google accounts come with automatic opt-in for this elevated level of data sharing. The company told Propublica that the changes were carried ... read moreHold Your Gasps, Facebook Is Under Fire For Its Privacy Policy Again The new privacy language come on the heels of a $20 million ... Democracy and Consumer Watchdog -- highlight how the changes effect Facebook's underage members. The new policy states that if you are under 18, "you represent that at least one of your ... read moreFamiliar Facebook hoax making the rounds again: Don't fall for it Channel 13 News talked about the change in Facebook's privacy policy ... While Facebook has come under fire in the past for its privacy and usage policies, the company has made it clear users control the privacy of who sees their posts. read moreThe Morning Ledger: Saudi Arabia Looks to Set Emerging Bond Record Policy makers are expected to postpone major decisions until early December, when they will have fresh economic forecasts. BHP under fire ... Inc.'s Google reached an agreement with CBS Corp. to carry the broadcast network on its soon-to-be-launched ... read moreYelp reviews, privacy laws hamstring doctors Its name refers to the Health Insurance Portability and Accountability Act, a 1996 law that set national standards to safeguard patients' medical privacy ... one provider come from the same IP address, for instance. Yelp has come under fire for years ... read moreSee the lobbyists tech giants have recently brought on The group computed its scores by asking each company to volunteer security information — and Google was among those that declined to participate. More here. THIEL GRABBING A MIC IN D.C. — Under fire in Silicon Valley for his reported plans to donate $1 ... read moreKibitzing the third and final presidential debate But under ... policy, I think, which is not the way to fire up his base. TRUMP: As far as moving these people out and moving -- we either have a country or we don't. We're a country of laws. We either have a border or we don't. Now, you can come back ... read more

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    Source: #Google comes under fire for its privacy policy change

    Tuesday, October 25, 2016

    Beginners’ Guide to SEO and SERP: 8 Tweaks You Can Make Today (Plus a Few For the Days Ahead)

    SEO and SERP for beginners

    DON'T LOOK AT IT AND DON'T THINK ABOUT IT!!!

    When I first launched my website, I didn't even want to think about SEO and SERP. It seemed like this big, scary, two-headed monstrosity — one I would never understand — lurking in the corner, just waiting to pull me into a virtual abyss.

    But…reality. If you ignore SEO and SERP, the world will ignore your website. Because it's Google's game — and it's by invitation only.

    So I decided to conquer my SEO and SERP phobia. What I've learned is that, yes, this whole process is a bit overwhelming. And always changing. (And, honestly, kind of boring.)

    I've also realized that I'm never going to have enough time to spend hours reaching out to influencers, commenting on random blog posts, or experimenting with any of the other "advanced" SEO tactics.

    Fortunately, you don't have to go all-out to make an impact. Employing even the most basic SEO tactics is better than using none at all. And that's what this post is all about.

    So I'm going to define a few terms and teach you some common-sense strategies you can implement right now, so that, even if you never get to the "SEO PhD" level, you'll already be way ahead of just about everybody else.

    What are SEO and SERP?

    SEO stands for "Search Engine Optimization."

    SERP stands for "Search Engine Results Page."

    The magic happens when you combine the two, using SEO techniques to increase the chances of your site showing up near the top of the results page when somebody conducts a search.

    Why are SEO and SERP so important?

    Because we're lazy: We go for the low-handing fruit almost every single time.

    About 30% of the people who conduct a search will click on the first result. By the third listing, the click-through rate drops off to 12%. And if you're not even on the first page, you might as well not exist, because most people don't make it that far. And the more paid ads Google puts at the top of the page, the more likely you are to get bumped off.

    How can you convince Google to list you higher in SERP rankings?

    To say that it's complicated would be a huge understatement. Google uses extremely complex algorithms, and they're always tweaking them.

    It's more practical to think in terms of what Google is trying to accomplish, which is to remain the world's favorite search engine by delivering quality results. So Google's algorithms analyze every aspect of your site, looking for clues that it's of high enough quality to deserve Google's seal of approval.

    There are whole books on how to nab one of those top SERP spots. But we're going to stay away from the expert-level stuff and focus on some simple things you can do right now.

    Easy fixes URL

    Your URL should include your most important keyword, preferable right after the .com/ part. On most platforms, the URL is generated automatically from the headline, but you can go in and change it.

    But don't get carried away — Google prefers short URLs to long ones.

    One more hint: Customize the URL before you send the link out to everyone, or you'll wind up with broken links.

    Title tag

    The title tag is the HTML code that explicitly proclaims to Google (and anyone else who happens to be looking) that "Hey! Over here! This is what this page is about!" Because Google assumes that you've got to be smart enough to include your keyword(s) in your title tag, not doing so can push you farther down the results page.

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    Let's say you write a blog post on Thanksgiving recipes. You can have "Thanksgiving recipes" prominently featured in your headline and sprinkled throughout your content — but if "Thanksgiving recipes" isn't in your title tag (or URL), Google is going to conclude that it doesn't have very much to do with Thanksgiving recipes.

    Meta descriptions

    Like title tags, meta descriptions are road signs that offer a concise summary of what the page is about. They're the little "snippets" that show up in the search results.

    While Google has said that meta descriptions don't affect SERP ratings, they do affect click-through rates — and click-through rates affect search engine rankings. Your meta description should include your keyword(s) and be engaging enough to get the reader to take the next step of clicking through to your content.

    Outbound links

    As the name suggests, outbound links are links from your site to other sites. Google takes them as a sign of authority — which basically means they think you take your work seriously enough to do outside research and aren't just making up a bunch of keyword-stuffed garbage. And it's somewhat of a popularity contest: The higher the authority of the sites you link to, the more credit you get for linking to them.

    If you're writing about workplace safety, for example, it would be better to link to OSHA than to a tiny little construction company that just got hit with some big fines and wants to give everybody else a heads-up.

    Length

    Once upon a time, urban legend insisted that the ideal blog post length was 500 words. And you'll still run into that misconception.

    But the actual numbers tell a different story. Longer content performs better when it comes to SERP. In fact, the average length for results that make it to the first page is 1,890 words.

    Again, it's about authority. Google gives you more credit for covering a topic in-depth than just skimming over it the same way 1,000 other people have already done.

    Images

    Everyone knows that images are critical for reader engagement. However, a lot of people don't realize that images are also important for SEO.

    The file name of the image should contain your primary keyword(s). So should the alt-text, the text that appears if your image doesn't load properly. Including the keyword(s) in your images is another sign to Google that your content really is about what you say it's about.

    Keyword placement

    Did you ever have someone launch into a big, convoluted story without providing any context? So that, even if they included lots of details, you were still lost as to why they were telling you the story in the first place?

    Google is no different. They think that, if you don't lead with it, it's not important — so put your primary keyword(s) early in your post, preferably within the first 100 words.

    Internal links

    Internal links are those that take readers from one page of your website to another page on the same site. One of the most common uses for internal links is to link one blog post to other posts on related topics.

    There are a couple of ways internal links can improve your SERP. For one thing, they keep readers on your site longer, and Google takes that as an important sign of quality: The more time people spend on your site, in Google's mind, the better your site must be. Internal links also make it easier for Google's spiders to find your important content. (Think of it as traveling a paved road rather than hacking your way through the underbrush.)

    Internal links are also important for social proof. If you want the reader to stop what they're currently doing to go to another page on your site, that page must be pretty dang good, right?

    If you haven't been doing this, you can do it right now. Just go back through all of your blog posts and, where it makes sense (because of relevance), add a link. You may even want to do it in both directions, which is something a lot of people overlook when they publish a new blog post: Are there any older posts that should link to the new one?

    "Next step" fixes

    That's it for the quick hits. These take a little more time and are outside the scope of this post, but they do pack a strong punch and are therefore worth a mention. I've included links to resources where you can learn more.

    Backlinks

    A backlink is when someone else links to your site from their own. And Google takes them very seriously — in fact, some experts consider backlinks to be the single most important factor in SERP rankings. After all, if other sites trust you enough to link to you, then Google might as well trust you, too. There are things you can do to encourage other sites to link to yours, but, for now, let's focus on quality. The better your content is, the more likely it is that someone will link to it.

    What are backlinks, and why are they so important for SEO?

    4 effective ways to build backlinks for a brand new site

    17 untapped backlink resources

    Responsive design

    We've already passed the tipping point where more people are connecting to the internet via their mobile devices than from laptops or desktops. Since that trend isn't expected to reverse any time soon, Google is engaging in a bit of behavior modification: They're trying to persuade websites to design for mobile by using that as a factor in SERP rankings.

    If your website isn't responsive — meaning that it doesn't adapt itself to whatever device the reader is using — you won't get those coveted SERP top spots. There are tons of easy-to-use, mobile-responsive themes (templates) out there, so, if you haven't revamped your site in the last few years, move this one up to the top of your list. If you're not sure whether your site is responsive, Google's got a handy little tool you can use to analyze it.

    The web in 2016: Long live responsive design

    Responsive design and its impact on SEO

    Why responsive design is more important than ever

    Site load speed

    Google doesn't want to refer people to your site only to have them sit there watching the little beach ball spin around while your site tries to load. Because of their focus on quality, Google ranks pages that load quickly higher than slower pages.

    Again, Google's got a tool for that. If your site is slow, that same tool will guide you through speeding things up.

    Page speed and SEO

    Using a CDN to improve your load speed

    Page speed: How it affects your SEO and how to improve it

    Bounce rate/time on site

    Have you ever conducted a search, clicked on one of the results, realized that it wasn't at all what you were looking for, and quickly hit the "back" button? That's a bounce, and it sends Google a pretty strong message that your site doesn't deserve to be at the top of that particular keyword's SERP rankings.

    9 reasons your website can have a high bounce rate

    14 ways to reduce your site's bounce rates

    How to reduce your site's bounce rate (infographic)

    LSI keywords

    LSI stands for Latent Semantic Indexing, and it started as Google's response to keyword stuffing (which was great for SERP rankings but highly annoying to readers). In a nutshell, it's about context and synonyms.

    Including words that are synonyms for your primary keyword or that are otherwise related to them reassures Google that the page really is about what you say it's about. And the more confident Google feels about your site, the higher it will rank you.

    LSI keywords and keyword density

    Every now and then you hear rumors that SEO is dead. Personally, I have trouble imagining a time when SEO and SERP are no longer important. But I'm equally as sure that Google will keep tweaking the algorithms that hold the SEO universe together. People figure out how to game the system, so Google changes the rules. Or a new trend or technology emerges, and Google seizes the opportunity to nudge people in the direction they want them to go.

    But even if you can't keep track of all of the particulars, there's a lot of benefit in simply remembering what Google focuses on: quality and user experience. Google wants high-quality content that's easy to navigate and really is about what it claims to be about. The more clues you can give Google that you fit the bill, the better off you — and your business — will be.

    Originally published on www.pattipodnar.com

    Author: Patti Podnar
    Source: Beginners' Guide to SEO and SERP: 8 Tweaks You Can Make Today (Plus a Few For the Days Ahead)