I had earlier written about Moz’s Aleyda and her checklist for International SEO. Last week Moz had a Whiteboard Friday with Aleyda running us through that Checklist. For people wishing to target other geographies where they do not have any presence, this is a must see video.
Avinash Kaushik gives simple and clear answers to most challenges that digital marketers. The explanation uses Venn Diagrams to make strong points. If you are a HiPPo (Highly Paid Person with an Opinion), then do take some time from your busy schedule and go through this. If your organization is not actively working on any analytics initiatives, then it is high time that you should start!
Annie Cushing shares her presentation from SMX East and drives a point home. For marketers to make sense to the top management, data visualization is crucial. People prefer looking at great looking data instead of just a series of numbers.
This month, Google rolled out a new help feature in their Webmasters tool. If you have been working on your site’s SEO, then probably you know most of this, however, its good to see how Google has nicely summarised this in one helpful page.
If you are not completely confident about your SEO fundamentals, then this is one thing that you should do immediately!
Once you launch a site, the work is not done … in fact the work of a webmaster has just begun! One clear metric for the success of your site (especially early on) is site traffic. Over a period of time as your site matures and you get a better sense of what drives your site, you will tend to discard this metric, but initially it is always traffic.
Search as a major component of Traffic
One good component of traffic is search, traffic that comes searching for content relevant to your subject. Yes! There are people out there who are actively searching for things about which you want to write!! Right from narrow niches such as Pathare Prabhu Recipes to broad gulches such as Being Awesome in Excel.
For content rich websites, Search is a major component contributing to the site’s traffic. For example, 70% of my site’s traffic comes from Google Search! This is actually higher than what I wanted it to be and I try to bring it down by driving traffic via other sources, however I will always want a good fat 40-50% traffic coming to my site via search.
In fact when I started working on my site on a regular basis around 6 months back (as part of my new year resolution), I hardly realized that it would make such a big difference to the traffic split.
If you want to acquire organic traffic, then write good content … write about things that move you, about things which you are passionate about. Write from the heart, and forget about those grammatical mistakes. If you have a friend who is a grammar nazi, get him/her to review your post later on.
Ranking that Content higher on Google
So now that you have a stream of content on your site, how to ensure that people who are searching for your subject matter actually end up finding your website?
This is where your friends and social circle comes in!
Sharing your content with friends and getting them like/+1 the content is a social signal that search engines read. This acts like a testimonial for your site in the eyes of the search engine.
See this for yourself, take one article on your site and like this on Google+. Then search for this article via your friend’s Google id … note the before +1 Search Engine Ranking Position (SERP) and the after SERP.
Google+, you have my attention
Here is a list of things that you need to get setup on with Google+ –
Setup Authorship on Google – This will link your Google+ profile to the content you create. It also ensures that your Google+ profile pic is displayed besides the content you write and this gets shown when someone is searching for the content that you have written. Stats provided by Google on this suggest that linking Authorship will get you a 30% boost in your organic click-through rates
Be active on Google+ – Make this a part of your daily routine. Google+ is good for content discovery, try and meet new people on Google+, focus on increasing the number of people who are in your circles and who have you in their circles. This will increase the visibility of your content on Google for at least those people. In case if you have had some interaction with them, then chances are they would want to read what you have to say about the subject that they are currently searching!
Get those Google+ Shares – To initially start off, ask your friends to share your site on Google+. This works. It does wear down on your personal equity, but what are friends for if not to help you out :-D
Don’t simply take my word for this. Even Moz (erstwhile SEOMoz) says that there is correlation between Google +1s and Higher SERPs. In layman’s terms what this means is that the more +1s on Google+ your article gets, the higher will it rank on Google.
So get on this network and start using Google+! Instead of wasting time liking lolcats on Facebook, try and use your spare time
I always get into a quandary when it comes to setting up the SEO strategy for a site which spans across multiple geographies. What would the best course of action be, to use sub-directories and depend on the equity of the main site, or to spawn separate Top Level Domains (TLDs) and increase the quanta of work.
In fact sometimes this becomes a case of Analysis-Paralysis … inaction which comes from considering too many pros and cons.
This is where Aleyda Solis has shined through with a simple infographic for people like me. Here’s the gist of this, and that’s why I love this infographic –
If you have content for all the different TLDs, then go ahead with multiple TLDs since that’s the best approach. If you do not have that much content, then you can use language based sub-directories with the hreflang attribute and meta content language.
I have been writing about the basics of SEO and search based advertising on my blog for quite some time. The common thing in both is that the first interaction in search is always the keyword based search.
Yes, this is the part where our user goes to his favorite search engine (Go Google!) and searches for this keyword. Based on how well this search engine has indexed content, it will display the Search Engine Results Page (SERP).
Search is keyword based
This bit, every other person will tell you. That you need to be listed for your main keyword.
What people do not realize is that normal people like you or me are beings which adapt to a situation. In the heydays of Google, one simple search term used to help me find the right content.
What this means, is that I do not find the right page even after searching the right term! So what does the normal user do after this?
Well, he refines his search … he adds a couple of other terms after his original term … that whittles the search results by a few thousands … and he keeps doing that until he finally finds the page he wanted! The user started with one term … and has finally ended up with a series of terms! But this set of terms has helped him reach to the right piece of information. That’s what matters in the end.
This set of terms the user used in the search engine is called a long tail keyword.
The name is because the number of terms keep on growing over a period of time. The longer the tail, the more specific you get about your search.
As content generation and content indexation in a search engine keep on growing … the number of terms required to recall the correct page also grow. Neil Patel discusses this very matter in a very information post on how content length affects conversions.
What does this mean?
So now you know what is a long tail keyword … but what do yo do with this piece of theory?
Well for starters, you get to understand that the longer the keyword, the more niche the audience. This increases the chances of a conversion (if your keyword research and targeting is spot-on). Longer keywords will have lesser impressions, but higher conversions.
This also means that as time goes by, the pressure on publishers (that’s me and you if you are a blogger!) would keep getting higher to write in a much more well defined fashion. I can certainly see this in my writing which has evolved in the past 3-4 years of writing on this blog.