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Posts Tagged ‘Search engine optimisation’

4 Types of Links: Why You Need Them and How to get Them

Wednesday, August 20th, 2014
Image courtesy of leigh_east_photoman/Flickr.

Image courtesy of leigh_east_photoman/Flickr.

Link building is a search engine optimisation technique you can use to gain rankings and get more traffic to your website. More sales, more email subscribers and a bigger audience are all perks that often come with more traffic, so link building is a strategy that can bring big benefits to your business.

There are essentially four different kinds of links and each of them is beneficial in a different way.

Natural Links

Natural links are the links that people build to your site without you even knowing it. They happen when someone likes your content or finds it useful and relevant so he links to it from his blog post, article, website or other web property.

These links are very valuable because Google favours links that aren’t forced because they prove that a piece of content is high quality and relevant.

How to Get Them

The best way to get these links is to produce the best content possible and work to become an authoritative resource people know about.

Earned Links

Earned links are very similar to natural links but they are built when you reach out to other people. They are usually on opinion blogs, review sites and news articles. These are helpful because they can help you reach a new audience and attract more site visitors.

How to Get Them

Get earned links by reaching out to bloggers, reporters and site owners with opportunities to write about your business. Landing sponsored posts, guest posts and product reviews are simple ways to generate earned links.

Built Links

Built links are the links we usually think of when we talk about SEO. They are links your business creates with the main goal of gaining search engine rankings. Google penalises links from link farms and other tactics it deems low quality, so only build quality links to your site.

How to Get Them

Built links are one of the easier types to get because you don’t have to rely on other sources to get them. Some common ways to build links include distributing press releases, submitting articles to websites and adding your business, with links, to online directories.

Social Media Links

Social media links are just what they sound like, links to your website from social networks like Facebook, Twitter, LinkedIn and Pinterest. Search engines can’t always read these links, but they can lead to more site traffic, which could help your rankings. More traffic, a social media presence and increased brand awareness can be very valuable for your business.

How to Get Them

Of course, you can start getting these links by opening social media accounts, sharing links and building a following. Then, create content people will want to share and add sharing buttons to your website so it’s easy for people to post your content to their social media accounts.

Link building is an SEO strategy that can help you get better rankings and bring benefits like more traffic, increased sales and better brand recognition. When you use all of these link types, you’ll have a comprehensive strategy that brings results.

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Common SEO Myths: Busted!

Monday, August 11th, 2014
Image courtesy of Ged Carroll/Flickr.

Image courtesy of Ged Carroll/Flickr.

Search engine optimisation has all kinds of myths associated with it. Some believe it’s the best way to promote your business online while others don’t think it offers any value. While best practices, tactics, approaches and algorithms are always changing, SEO isn’t going anywhere anytime soon.

When you know the truth behind some of the most common myths, you can find ways to more effectively use SEO at your business and even get upper management on board as you plan and execute campaigns.

Myth: SEO is all about spam.

Bad practices like keyword stuffing, content created just for building links and quantity over quality have given SEO a bad rap. In reality, spam doesn’t help you gain rankings. In fact, your site can actually be penalised by search engines if you use under-the-table SEO techniques.

Truth: Successful SEO requires high-quality content that targets your market.

Search engines, especially Google, are battling these practices and are favouring sites that don’t use spam or other low-quality tactics to gain rankings. To succeed, you need to produce high-quality, relevant content that was written for people first and then optimised for search engines.

Myth: SEO requires a big investment for little return.

There’s no question that SEO does require a large amount of time and resources. To gain rankings you will need to work with an expert who knows what kinds of tactics to use and how best to optimise your site.

Truth: It does take time to see SEO results, but those results are extremely valuable.

Unfortunately, SEO doesn’t provide instant results. It does take several weeks or even months to get a website to rank for a specific keyword. But, SEO can bring big results like more traffic, increased sales and better brand recognition.

Myth: SEO is all about off-site links.

Many people automatically start thinking about link building when they hear the term “SEO.” They assume that to get a page to rank, it needs a lot of external links that lead to it.

Truth: Off-site links are important, but SEO is about so much more.

In reality, off-site links are only part of the equation. To get rankings, your site needs to be fully optimised with high-quality content, relevant information, a strong site structure and keywords that are used naturally.

Myth: SEO can stand alone and my other marketing efforts will make up for a lack of SEO.

Another common myth is that SEO is in a world all its own and the strategies used here don’t need to correlate with other marketing strategies. Some people also believe that if they use social media marketing or content marketing they can skip SEO.

Truth: The best SEO campaigns integrate social media, content and Internet marketing.

While SEO is a powerful form of marketing, it can’t do everything. It can’t replace a strong social media presence or a blogging strategy. In fact, the most successful SEO campaigns work in conjunction with social media, content and Internet marketing. When all of these work together, each one will be more comprehensive and you’ll see much better results.

These are just a few of the most common myths surrounding SEO. When you fully understand why SEO is so important to your business and how it is best used, you can benefit from things like more site traffic, more sales and even increased brand awareness.

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Google Unveils News Publisher Center for Site Owners

Tuesday, August 5th, 2014
Image courtesy of Spencer E Holtaway/Flickr.

Image courtesy of Spencer E Holtaway/Flickr.

Google has launched a new tool called News Publisher Center that makes it easier for site owners to keep the search engine updated on changes to their sites. The new tool can help news sites gain better search rankings and therefore more traffic.

If you have a news site or blog, you may have noticed that it can be hard to get your pages to rank in the Google News search results. This is because when you add new sections to your site, the search engine doesn’t always come back to rank it and add it to its search results. But, the News Publisher Center is designed to solve that problem.

Why News Rankings Matter

If your site doesn’t appear in Google search results, you could be missing a large portion of your audience. One of the best ways to attract new readers and increase your traffic is to increase your site’s rankings so your pages appear in search results when users do searches for terms related to your site.

If you keep your site information updated with the News Publisher Center, Google will be able to rank your content and display it in search results as people look for the kind of content you provide.

With more readers, you can do things like:

  • Increase Ad Sales
  • Get more Comments and Engagement
  • Boost Product Sales
  • Raise Awareness
  • Gain Sponsors

News rankings matter if you want people to find your content and participate on your site.

Using the News Publisher Center

To start using the News Publisher Center, you need to verify that you own your website. This tool is only available for news sites. As of now, it is available to sites in the United States but will soon be offered around the world.

Once you have verified your site, you can start making it easier for people to find your content by telling Google when your site changes. In the center, you will be able to change your site’s name and choose labels that categorise what kind of news site you have.

Whenever you change your site’s structure by adding new sections, Google doesn’t always know that content is there. With this new tool, you can log in and add the URLs of new sections as you add them. You can also label these sections to make them easier to find on Google.

If you have a news site, log in now to make sure your site is verified and all your sections are there. Then, each time you update your site use the News Publisher Center to keep Google informed and make sure your readers can find your content.

The new tool was announced on the Google Webmaster Central Blog where you can find more details about how to use it.

If you run a news site, you don’t want to miss out on this great opportunity to boost your rankings so you can get more readers and make your site more successful. Make sure you publish high quality content, use keywords naturally and log in to the News Publisher Center to keep Google aware of changes to your site.

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Google Launches Free Dynamic Sitelinks for AdWords Users

Monday, July 28th, 2014

Google has announced a new perk for AdWords users: dynamic sitelinks. Now, businesses will benefit from automatically generated links to specific pages on their site, which can help them draw in more customers.

The new links have already been launched in all countries and they are free. You do not have to pay an additional fee when you set up a campaign and you don’t even have to pay for the clicks on these links. You will continue to pay for clicks on your ads’ headlines and extensions.

Right now, sitelinks appear below paid search ads. The links direct people to specific pages on your website so you can more easily target your market and strategically drive traffic to your pages. For example, an ad for used cars might include a sitelink that directs people to car listings or contact information on your website.

Now, Google will use a person’s search history to automatically display sitelinks that are likely to be of interest to him. These dynamic sitelinks will help your ads attract more people and make it possible to display more relevant information.

How it Works

Google explains that when someone is searching the Internet for a product, she usually does a few different searches and clicks on different results. This information tells the search engine more about what the user is looking for. Google will use this information to display dynamic sitelinks below your ads in an effort to display more relevant information and help you target your market.

While you won’t have to pay to use dynamic sitelinks or even pay for the clicks on these links, you will still be paying for headline and extension links. If your dynamic links lead to more of these clicks, you may be paying a little more for your AdWords campaigns, although they could bring more value.

The new dynamic links will appear on web browsers on desktop computers, smartphones and tablets.

What Dynamic Sitelinks can Do

Dynamic sitelinks can help you more narrowly target potential customers and drive more traffic to your website. These links make it easier for you to offer what people are looking for, which makes them more likely to become your customers.

Search Engine Watch found that dynamic sitelinks do have an impact on AdRank and Quality Score.

How you can Start Using the New Feature

To use the new sitelinks, you must be using Google AdWords campaigns. When you set up a campaign, be sure to select “Search Network with Display Select” or “Search Network Only.”

If you set up your own sitelinks for your ads, these will be the default for the campaign. Google will always show the links you set up automatically unless the search engine determines the dynamic sitelinks will be a better fit according to a user’s searches.

Businesses can also opt out of the dynamic sitelinks program through Google support.

Dynamic Sitelinks are a great way to help you enhance your ads and make them more effective. If you are using AdWords, strengthen your campaigns by making sure they are strategically planned, are using the best keywords and that you have enabled dynamic sitelinks.

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The Most Common Link Building Tactics and How to Use Them

Wednesday, July 16th, 2014

Moz has published its annual link building survey and the findings reveal a lot about how businesses use link building as part of their search engine optimisation campaigns. While industry standards have changed and things that were once considered good practice are now discouraged by Google, link building is still a legitimate SEO and Internet marketing strategy.

The study analysed responses from consultants, agencies, SEO and digital marketing business owners, other business owners and SEO managers. The results are compiled into an infographic so you can easily see what experts think about current link building strategies.

The link building tactics used most by the survey respondents can inspire you to find ways to enhance your own SEO campaigns.

Numbers represent votes by survey participants. Image source.

Numbers represent votes by survey participants. Image source.

Content and Outreach

Content marketing and SEO can work hand-in-hand to help you promote your business. Start with high-quality content and then make sure it is optimised with the correct keywords and links to your website.

Your content marketing plan should use content that provides value to your market, establishes your business as an industry expert and encourages people to take action. Use marketing channels, like social media, blogs, and popular websites, to make sure your market sees your content.

Infographic Promotion

Infographics allow you to convey a lot of information very easily. They are interesting to look at, visually attractive and break lots of information into smaller pieces that are easier and faster to take in.

To use infographics for SEO purposes, create some code your blog visitors and social media followers can use to embed the image onto their own website. This code should include a link back to your website.

The best infographics are professionally designed, include interesting information and are on topics that interest their target market.

Guest Blog Posts

Google has recently cracked down on low quality and illegitimate guest blogging. But, when done the right way, guest blogging can be an excellent form of link building. Only post content on high-quality sites that are reputable and don’t just exist to build links.

For optimal results, look for blogs that have lots of readers and attract your target market. Make sure the content you post provides value to the audience and also helps you raise awareness of your brand and promote your business.

Resource Pages

Resource pages are collections of links to articles and pieces of content that are all related. They aim to help people solve problems, offer comprehensive information and provide value. You can use resource pages on your own site and include content from third-party sources as well as a few links to your own content.

You can also create quality content and become a popular industry resource so that others will be more likely to include you on their resource pages.

Some of the less common tactics mentioned in the survey include:

  • Competitions and Giveaways
  • Local Citations and Business Directories
  • Forum Profile Links
  • Link Wheels
  • Social Bookmarks
  • Web Directories
  • Press Release Submissions
  • Blog Networks
  • Paid Links

Any kind of tactic you use should aim to provide value, be professional and use high standards. Link building should play a part in your SEO campaigns and these commonly used tactics could help your business gain higher rankings.

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Study finds 64% of Site Traffic is Organic

Friday, July 11th, 2014

Conductor revisited a study it had previously done and reanalysed data from more than 310 million website visits. The group found that 64 percent of website traffic is organic. This number is significant and highlights why businesses need to have a strong search engine optimisation strategy.

The Research

The 310 million website visits came from 30 different websites in six different industries. The visits spanned a one-year period and were closely studied by Conductor. The company revisited the study after it began to wonder if some traffic originally labeled as direct traffic was actually organic traffic. You can read more details about the study on the Conductor blog.

After looking at the research again, the company found that the majority of site traffic is organic. This means it’s traffic that comes from unpaid links from places like search results, third-party websites and directories.

The other forms of traffic the study looked at were direct, referral (without social media), paid search and social media traffic.

How you Can Benefit

Organic traffic is highly beneficial because it often brings more valuable visitors to your site. People who are looking for your business, interested in your products or may not need to be persuaded by ads are the kind of people that find your site through organic links.

Recently, organic links have been more highly favoured by search engines because they speak to the authority and quality of your website. If your content is so good and so valuable that others want to link to your pages naturally, search engines know that your site is high quality. As you gain more organic links, you could also gain higher search rankings.

Start with the Best Content

To start getting these benefits, use only the best content. Search engines favour content that is well written, resourceful and valuable. It needs to fill a specific need without being stuffed with keywords. Make sure every blog post and site page has a goal and is of the highest quality.

Use SEO Strategically

Your SEO campaigns need to be strategic if you want to see an increase of organic traffic through search results. Choose your keywords carefully and use them naturally throughout your content. Make sure your site is readable for search engines and keep adding fresh content so your site will be crawled regularly.

Work for Earned Links

Avoid low-quality link building campaigns and instead, work for earned links. The first step is making sure your content is so good that people will want to link to it. Then, share your content through social media and reach out to bloggers who would be interested in covering your business or products.

Organic traffic is valuable because it brings people who are already interested in your business to your website. This traffic can help you increase sales, boost visitor engagement, grow your email list and build your audience.

To get this organic traffic, you need a strong SEO campaign that is based on high-quality content. Know who your audience is, choose keywords carefully and make gaining earned links part of your strategy.

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5 Major Digital Marketing Changes to Watch For

Thursday, July 10th, 2014

Accenture Interactive recently did a study that reveals how chief marketing officers across several industries feel marketing will change in the coming years. The study found that 78 percent of all CMOs surveyed agreed that “marketing is expected to undergo radical changes over the next five years.”

What are these changes? The world of marketing is always changing and with technology it is changing very quickly. Some of the expected changes were revealed in the study, which asked CMOs what they expect to see. Here are five of those changes and what they mean for your business.

Digital will Account for more than 75% of Marketing Budgets

Digital marketing is becoming more and more vital to business’ success. In the coming years, your company will need to embrace digital marketing tactics like search engine optimisation, social media marketing and pay-per-click advertising. All of these forms of online marketing can help you build your brand, increase awareness, boost sales and accomplish all kinds of business goals.

Mobile Specifically will Account for More than 50% of Marketing Budgets

We’ve known for a while now that mobile marketing is growing quickly. In the next few years, many expect it to account for more than half of marketing budgets. If you don’t want to be left behind, you need to embrace mobile marketing.

Mobile marketing can include things like social media, mobile apps, responsive site design, text message marketing, email marketing and sophisticated technologies that allow businesses to track customers, through their smartphones, as they come into their stores.

Earned Media will be more Important than Paid and Owned Media

Earned media is becoming more valuable. Focusing on things like distributing press releases, providing high-quality content and reaching out to bloggers will result in coverage that will bring brand recognition and site traffic.

Earned links are also an important part of search engine optimisation, so producing content that people will want to link to is important to multiple aspects of Internet marketing.

Marketing Campaigns will Begin Unfolding in Real Time

Real-time marketing is made possible with social media and the ability to quickly update blogs and websites. This kind of marketing is often in response to news events or pop culture or just as a way to make a product launch more exciting. You can lay the groundwork for this kind of marketing by building up your social media and blog followings and keeping tabs on what is happening in your market, industry and community.

Analytics Skills will Become a Core Competence in Marketing

Website, social media and other social media analytics can tell you whether your marketing is working and can help you understand how to make your campaigns more effective. Keeping close watch on how your tactics are performing, how your market reacts and what kinds of results you are getting will help you enhance your strategies.

There’s no question that digital marketing is the way of the future. Your business will need to use online tactics and strategies to keep up with its competition, reach its market and succeed.

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Does Social Media Benefit SEO Efforts?

Wednesday, July 9th, 2014
Image courtesy of KROMKRATHOG/FreeDigitalPhotos.net.

Image courtesy of KROMKRATHOG/FreeDigitalPhotos.net.

Social media marketing and search engine optimisation are two popular forms of Internet marketing. In fact, for most businesses, they play a major part in their overall marketing and communications plans. One of the most common questions people have concerning these topics is “Does social media benefit SEO efforts?”

The answer is “yes and no.” While this seems like a frustrating response, when you understand how the two can work together, you can find ways to make your Internet marketing even stronger.

What Google Has Said

Earlier this year, Matt Cutts said that Google sees Facebook and Twitter pages like other Internet pages, crawls the content when it can and returns the pages as search results. But, he went on to say that Google’s algorithm doesn’t specifically use things like number of followers or “likes” to determine how to rank a social media page.

Google never comes right out and explains its algorithm in full, but these statements do tell us a lot about how the search engine takes social media into account as it ranks pages.

Keep in mind that some social media sites, like Twitter, use no follow links, so they aren’t the best solution for link building strategies.

Should I use Social Media for SEO?

However, social media could help your SEO strategies if your goal is to get your social media pages and mentions ranked by Google. Working to promote your brand on social media could mean that social media pages related to your business will get higher rankings.

While you shouldn’t rely on social media to build links to your site, you can use it to promote your content and generate some earned links. If people see your content on social media, they may be more likely to link to it from their own website or blog, which will help your SEO efforts.

Social media can also help you drive more traffic to your website and encourage engagement, two factors that may also influence your search rankings.

Social Media and SEO Produce Similar Results

With all this discussion about social media and SEO, it’s important to remember that both tactics can be used to produce similar results. While they can’t always work together, they can both be very beneficial.

For example, if your goal is to increase traffic to your sales page, you could do this with social media, SEO, and in most cases, a combination of both. Other benefits that both strategies can bring include increased awareness, site engagement, more email subscribers and more sales.

Remember that while social media and SEO can help you accomplish different goals, they can also help you achieve similar things. When you can work toward marketing goals with more than one tactic, your results will often be better.

The complicated answer to this question is that while some social media factors don’t impact search rankings, social media can be used to supplement SEO campaigns. Use both of these tactics to reach your market, raise brand awareness and increase site traffic.

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Give your Internet Marketing a Boost this Summer

Friday, July 4th, 2014
Image courtesy of bplanet/FreeDigitalPhotos.net.

Image courtesy of bplanet/FreeDigitalPhotos.net.

Summertime is a great time to give your Internet marketing a boost. Right now, people are enjoying warmer weather, going on vacation and looking for projects and entertainment to keep them busy. Taking advantage of the coming months can give you a great opportunity to make more sales and attract new customers.

Depending on your business and the kind of marketing you are using, there are so many ways you can enhance your strategy and breathe new life into you promotional plans this summer. Here are a few ideas to get your creative ideas flowing.

Reassess your Search Engine Optimisation Plan

It is essential that you reassess your SEO plan on a regular basis. Trends, search engine algorithms and your business’ needs and goals are always changing. Identify what your current traffic and sales goals are and make sure your SEO plans are in alignment and will help you succeed.

Look at things like keywords, content plans, on site optimisation and other factors and determine whether each part of your strategy is working to its fullest potential.

Do Something New with Social Media

Are you stuck in a social media rut? If you have found yourself posting the same kind of content over and over and if your audience isn’t growing or engaged, it’s time to try something new. You can rethink your strategy entirely or you can just run some special summer campaigns.

Holding contests, offering discounts, adopting a hashtag or using a specific theme can help you breathe new life into your social media marketing.

Clean up Your Website

Over time, business’ websites can become cluttered and lose focus. You’ve probably added pages, buttons, images and forms over the past several months, or even years, and your site could be overwhelming and confusing to visitors.

This summer, take some time to clean up your website. Remove clutter and pages you don’t need anymore and make sure things are clear and streamlined so people will respond to your calls to action.

Now is also a good time to make sure your site is fully optimised for search engine optimisation so your pages will get higher rankings. Some things to look at include keyword use, conversion rate, site speed and how easy it is for search engines to read and rank your pages.

Plan Upcoming Ad Campaigns

This summer is also a good time to look forward and start to plan some ad campaigns. Pay per click and search ads can help you promote your business and drive traffic to your website. For these campaigns to be successful, you need to strategically plan your keywords, the sites you use and ad copy to attract and target your key markets. If you start planning now, you’ll be ready to launch effective ad campaigns that can help you increase your sales and have a strong finish to the year.

Take some time this summer to revitalise your Internet marketing tactics. When you boost your SEO and social media campaigns and clean up your website and plan some upcoming ad campaigns, your plans will be ready to help your business be successful for the rest of the year.

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How to Avoid Google’s Press Release Penalties

Thursday, July 3rd, 2014
Image courtesy of Rob Pegoraro/Flickr.

Image courtesy of Rob Pegoraro/Flickr.

While we can’t say for sure, it seems that Google has recently started ranking press releases on major press release sites lower. Research done by Search Engine Land and SEER Interactive found that Google’s recent algorithm update, called Panda, could have hurt press release rankings.

The research shows that press releases on major sites like PRWeb, Business Wire and PRLog decreased in rankings after the update. In fact, Search Engine Land found that some of these sites’ SEO visibility decreased significantly.

  • PRNewswire’s SEO visibility decreased by about 63%.
  • PRWeb’s SEO visibility decreased by about 71%.
  • Business Wire’s SEO visibility decreased by about 60%.

It might be a bit strong to say these numbers show “penalties,” but the fact remains that press releases aren’t ranking as high as they used to. Of course, this could be for a few different reasons, but the decreases are significant enough to encourage businesses to be careful about how they use press releases.

Press Releases are Still Beneficial

Press releases aren’t going anywhere. They are still widely used in the public relations and journalism industries to inform media outlets and publics about news items and events. They are the perfect way to make announcements and keep people informed about business and industry happenings.

But, like other content marketing tools, press releases need to be used correctly if you want to see SEO benefits. Remember when Google warned businesses to use guest blog posts wisely and to provide real value? The same idea holds true here.

How to Use Press Releases the Right Way

There is no reason to stop using press releases altogether. The key to benefiting from them is making sure you are using them the best way possible.

Stick with Real News

Originally, businesses used press releases to tell media outlets about newsworthy stories or information. Stick with this original use and only use press releases when you have legitimate and valuable news to share. Things like new locations, changes in leadership, new product launches and events are great for press releases.

Use Distribution Channels Carefully

Choose strategically how you distribute your press releases. Start by sending them to media outlets and industry bloggers and posting them on your own website. If you choose to publish them to press release sites, only use the highest quality sites.

You don’t necessarily have to avoid the sites mentioned above, but keep in mind that your press releases may not get the highest rankings if you use them.

Choose Value over SEO Optimisation

Like all other SEO tactics, choose value over optimisation. Focus first on providing information your market wants and needs, and let keywords fall naturally throughout the release. All links should be relevant and helpful, adding real value to the press release.

Press releases are an excellent, and in some cases essential, Internet marketing tool. When you keep these guidelines in mind you can use them to drive traffic to your website, earn links, raise awareness, increase rankings and promote your business.

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