12- Sep2017
Posted By: DPadmin
131 Views

6 SEO Trends That Will Influence Your Content Marketing

In the world of marketing, there are plenty of trends for leaders to stay on top of. From PR trends that affect their branding on a larger scale to the content marketing and social media tools that affect their day-to-day communication, leaders have a lot on their plates.

I hate to be the guy who adds to your list, but if SEO isn’t also on your radar, you could be missing out on serious opportunities. Thankfully, Moz CEO Sarah Bird shared lots of valuable insights on the future of SEO at this year’s MozCon. My team rounded up a few of the biggest trends she highlighted and spoke with other experts in attendance to learn more about how SEO and content will affect brands’ marketing; here are six trends in SEO you need to know about:

1. Search is taking on new and different formats.

Most marketers tend to think of search as it relates to audiences typing queries into search engines, but that’s changing. You can now speak  directly to Alexa or Google Home and search using your own voice in your own words. Not only is this exciting for us as humans, but it ’ s also pushing the industry to learn more about its consumers and exactly what they want.

People are searching more than ever, probably because they have more ways to perform those searches. It’s your job as a leader and marketer to figure out how to influence search results on these different platforms and formats.That comes down to getting into your audience members’ heads, understanding who they are, and delivering what they want — only then can you start to unlock the analytical and creative processes of optimizing for search.

2. New formats mean new opportunities — but not all will translate into dollars for your brand right away.

This increase in search — and ways to search — doesn ’ t necessarily mean you ’ re going to be able to capitalize on it commercially. Think of recipes, for example:  People could be using Alexa to search certain recipes as they prepare dinner, but showing up as a result there probably won ’ t translate into dollars for your brand every time.  Some formats and types of searches reveal purchase intent, and others don ’ t; this change in search trends just reinforces how important it is for marketers to understand those differences and create and optimize accordingly.

3. Paid search is SEO’s biggest competitor for marketing dollars.

Despite the fact that people tend to scroll straight to organic results on search engine results pages, the paid ads industry is still huge, making pay-per-click one of the biggest competitors for would-be SEO dollars. Sure, PPC can be a great way to test your organic strategy or boost your high-performing organic efforts, but building out your organic SEO efforts is a more effective long-term strategy. Eventually, we’ll see more and more dollars funneled into marketers’ organic search efforts, but a lack of patience is keeping this from happening sooner.

4. Marketers have to remember the long-term benefits of their search strategies.

When marketers start making search a priority, it’s not uncommon to see them focus on short-term wins — early signs that things are going well — before they spend a lot of money on tactics that aren’t getting them much closer to their goals. The thing about search is that the biggest benefits typically aren’t visible right away.

Paying to play in the short term is fine to get started, but you have to build your long-term content marketing strategy to create a foundation for your brand and your audience over time. SEO is more of a brand-building and authority-boosting tool than a strict transaction. It doesn’t help that many times, marketers are incentivized to think in the short term, like through monthly or quarterly goals, instead of one to three years down the road. If you put in the time and budget to do it right, it should land you future sales calls, not just sales calls today. Marketers and content creators would do well to remember the big picture as they execute individual search tactics.

5. Content marketing is in a great spot for the future of search.

According to Matthew Edgar, co-owner of Elementive, one of the classic functions of SEO is shifting. In the past, marketers relied on search engines to drive traffic to their sites — but with Google now displaying content on SERPs instead of directing users away from the page and to new sites, this is starting to change.

Google wants to give users as much information and content as possible on SERPs directly instead of forcing them to navigate to and from different sites. This is a powerful reminder for marketers that content marketing must be truly valuable, educational, and engaging to readers, not simply designed to get people to a specific site.

And when people do land on your site — whether they’re coming from a Google search or elsewhere — you’ve got to make sure you’re delivering a meaningful experience with high-quality content. That’s how search engines will know your content is worth ranking or displaying in the first place.

6. The fundamentals behind search will guide marketers through these trends.

Heather Physioc, director of organic search at VML, noted that while the formats of the content we create and how we optimize that content will continue to evolve, the fundamentals will remain the same. Some of the biggest changes we’ve seen have come in how people perform searches, from searches on Ask Jeeves from a desktop computer to mobile and voice searches today. There are dozens of places to search for and consume content, but at the heart of it all is exceptional content.

I get it — keeping up with trends in SEO and actually executing a strategy that generates the kind of results you’re after is challenging. But it’s well worth the effort. It helps you build your brand, attract and engage your audience, and generate leads, sales, and opportunities. Start with these trends, and make SEO a priority for your team. If you don’t, I promise your competitors will.

Source: 6 SEO Trends That Will Influence Your Content Marketing

29- Jun2017
Posted By: DPadmin
256 Views

3 Tips for Successful Content Marketing in the Age of Google RankBrain 

In 2017, one of the smartest things you can do for both your content marketing and overall digital marketing strategy is to pay attention to Google RankBrain and how it influences search results and rankings.

Like it or not, if you’re a marketer, you spend a lot of time thinking about Google. You have to consider whether Google will like a piece of content every time you publish something, and that extends throughout the brainstorming, writing, and copyediting states as well. But not in the sense of whether Google will find the topic interesting; rather, if the content will satisfy Google’s sophisticated search algorithm that determines when and where your content ranks in the search results.

But are you familiar with one of Google’s newest components: RankBrain?

Google RankBrain means machine learning and artificial intelligence now play critically important roles in the process of SEO (search engine optimization). But what does this mean for your content, moving forward? After months of testing and up-close interaction with RankBrain, answers are coming to light.

What is RankBrain?

Fully understanding Google’s search algorithm is impossible; even the world’s most successful SEO strategists are often left guessing in regard to how certain pieces of the algorithm function. With that being said, we have a reasonably good understanding of what Google RankBrain is and how it fits into the larger SEO picture.

RankBrain is the name given to the machine learning system that’s used to help the Google search engine process and formulate the appropriate results for a given search. The machine learning nature of RankBrain presumably means that the system gets smarter and more sophisticated by building on what it already knows and making connections without human assistance.

But in order to understand RankBrain, you have to first grasp the big picture: Google Hummingbird. As Danny Sullivan, founding editor of Search Engine Land, explains in layman’s terms, “Hummingbird is the overall search algorithm, just like a car has an overall engine in it. The engine itself may be made up of various parts, such as an oil filter, a fuel pump, a radiator and so on. In the same way, Hummingbird encompasses various parts, with RankBrain being one of the newest.”

With RankBrain playing an important role within the bigger search algorithm, it’s clear that Google is continuing to make progress in the direction of moving away from a heuristic-based approach and closer to a machine learning approach. Overall, things currently land somewhere in between heuristics and machine learning.

As a marketer, this means you have a multi-faceted responsibility. Not only do you have to understand human search behaviors and how people search for content within the confines of an internet search engine, but you also have to get familiar with Google’s machine learning components- i.e. RankBrain.

How to Develop Content That Satisfies RankBrain

As any digital marketer with experience knows, developing high-ROI content isn’t just about typing words into a text box and hitting the publish button. In order for that content to stand any chance of being successful, it has to abide by the rules of the road.

You have to take Google’s search algorithm into account and optimize accordingly. In other words, SEO and content marketing may technically be separate pursuits, but they intersect and overlap in very significant areas.

If you want to develop successful content, you must seek to understand RankBrain. It’s not easy to understand RankBrain – nor will it ever be. But here are some different tools, strategies, and techniques you can use to develop content that appeases both human readers and the machine that is RankBrain.

1. Stop Guessing and Start Testing

The correct way to optimize your content strategy isn’t to make random guesses and see what pans out. You need to spend time testing and implementing tweaks and changes that stand a chance of being successful.

One tool that’s gaining increasing popularity among digital marketers is Market Brew, which was developed by Scott Stouffer. Recruited by Google for many years, Stouffer instead decided to do his own thing and eventually founded an AI-powered SEO platform that now does an impressively good job of making predictions.

As Stouffer explains, “Our generic search engine model can train itself to output very similar results to the real thing. We then use these predictive models as a sort of ‘Google Sandbox’ to quickly A/B test various changes to a website, instantly projecting new rankings for the brand’s target search engine.”

While Market Brew is designed for larger website optimization, it can help you confirm whether your content strategy is headed in the right direction, or if changes need to be made. The overall moral of the story is that you need to surround yourself with tools and resources that set you up for success.

2. Tighten Up Your Focus

Google claims that RankBrain is the third most important ranking factor in the Hummingbird algorithm (links, content, RankBrain). Assuming that you have a decent foundation in place, you should be okay on the links and content front. But how is the quality on your individual pieces of content?

Pages with lots of fragmented ideas and random information rarely, if ever, rank well on Google. In an effort to optimize your content according to Hummingbird and RankBrain, you have to tighten up your focus and really zero in on specific topics for specific pages.

3. Raise Your Organic CTRs

“Google uses its Quality Score algorithm to rate the quality and relevance of your keywords and AdWords ads,” SEO expert Larry Kim points out. “Click-through rate, the relevance of each keyword to its ad group, landing page quality and relevance, ad text relevance, your historic AdWords performance – all of this ultimately determines your cost per click and your ad rank in the ad auction process.”

In order to beat out the Quality Score Algorithm for ads, you simply have to beat the expected click-through rate you’re up against. Do this and you’ll see your visibility increase, which will ultimately have a positive impact on your overall marketing strategy.

As Kim goes on to explain, the key to getting an above average click-through rate is to properly structure headlines, optimize for task completion, and increase search volume.

Ignore RankBrain at Your Own Peril

Far too many marketers don’t give SEO the attention it deserves. Sure, they may hire someone to handle their SEO strategy, but they don’t see any value in getting personally vested in the process. Sadly, this is the wrong approach.

On a macro level, digital marketing success depends on understanding and accounting for SEO. On a micro level, it’s virtually impossible to experience any sort of short- or long-term content marketing ROI without respecting Google’s search algorithm.

In 2017, one of the smartest things you can do for both your content marketing and overall digital marketing strategy is to pay attention to Google RankBrain and how it influences search results and rankings. It’s a complicated topic, but one that’s worthy of any marketer’s time and energy.

Source: 3 Tips for Successful Content Marketing in the Age of Google RankBrain | Inc.com

27- Jun2017
Posted By: DPadmin
111 Views

10 Things Your Competitors Can Teach You About SEO

Photo credit: Rawpixel.com/Shutterstock

Original thinking in the business world can be of great help, but it doesn’t mean you shouldn’t learn from others. Remember the old saying, keep your friends close and your enemies closer? Well, this may sound sneaky, but learning how your competitors do their Search Engine Optimization (SEO) can…

Original thinking in the business world can be of great help, but it doesn’t mean you shouldn’t learn from others. Remember the old saying, keep your friends close and your enemies closer? Well, this may sound sneaky, but learning how your competitors do their Search Engine Optimization (SEO) can really teach you a lot on how you can structure your marketing strategy.

Your competition is one of the obstacles your business will have to face in order to be successful. Keep in mind that in the world of SEO and digital marketing, there’s ideally no one closer to you than your competitors. In this case, why would you overlook learning about them when developing your strategy? You can find a wealth of information and achieve a competitive advantage by simply researching and analyzing your competition.

1. Identify your Real Competitors

When finding your real competition, I recommend that you include any website or company that you compete with for web visibility and traffic, regardless of whether you are selling the same product or not. A comprehensive competitive analysis is not a small task, but it will be worth it. Aim at making a list of around five to 10 competitors in your geographical location and your industry. Here is how I went about finding my top competitors:

  1. Use industry keywords to look for businesses similar to your on the major search engines
  2. Set up a Google Alerts to ensure you receive all the necessary updates on your competing products/services, and even keep up with industry news
  3. Find more competitors in your niche via associations’ member directories

2. Determine the Keywords You Compete For

Once you have determine your competition, it’s now time to analyze the keywords, including the long-tail keywords that you are competing for. You can actually begin analyzing who ranks for the same terms. The Google Keyword Planner tool is what I used for this, where you just enter the competitors URL and the tool will show you the keywords related to the topics and content on their website. You can even identify the level of competition and keyword volume with this tool.

3. Explore their Content Marketing

To improve your rankings enhance your brand awareness, and increase your organic traffic, you have to produce high-quality content regularly and consistently. This is one of the most effective tools in Search Engine Optimization, and gaining more leads. You can learn from the pitfalls of your competition, as well as from their strengths. Check how often they post, the quality of their content, whether they share on social media, and assess the number of views.

4. Social Media Behavior

What social media platforms do your competitors use? What kind of content do they post there? Are there any links to videos, articles, or infographics? Do they use keywords on their social media posts? Have a look at the groups they interact with and how they do it.

5. Audience

Some of the best information about your competitors you will find in blog comments. Comb through the comments you find and find out what the audience is saying. Work with the information you find to improve your product, so that it has everything the audience really want.

6. Product Analysis

Do a comprehensive analysis on the products they offer and find loopholes in the development where possible, this way, you will find features you can include in the products you offer. Or you can combine you expertise in their product, put an effective spin on it, and sell it at a competitive price.

7. User Experience

With online marketing, we are transitioning into the responsive formats to provide a consistent experience on all devices and screen types. The insurgence of mobile marketing means that user experience will still be key in customer satisfaction. Find out what your competitors are doing, so that you can keep up as the technology advances.

8. Backlinks

Before you start on your link building strategies, it pays to scope out what the competition is doing. You can find some potential link opportunities for your website. Use your detective skills to find out more about their high-authority backlinks, distinguish between spam and quality links, and to identify potential backlink sources.

9. Conversion Techniques

Some businesses utilize lead magnets or provide their audience with free offers to entice them to sign into their mailing lists. The kind of enticements and lead magnets they are using can provide you with an insight on exactly what you can do to increase the value of your offering, and therefore gain more leads.

10. Local SEO

It’s important to note the Search Engine Optimization efforts of your competitors in your local landscape, especially if you operate from a physical location. Find out if your competition has updated their local profiles in the popular online directories. Look for consistency in the contact information on their profiles and on their website, how well they have utilized their profile features, and if they bother to interact with local reviewers. I actually Created an ebook on this late 2016 of last year titled: Master Guide: To Dominating Your Competition in Local SEO.

This ebook is free and packed with strategies that are still current with resources for local SEO, along with how to overtake your competition!

Now that you have gained some valuable information about the Search Engine Optimization strategies your competition, get started! You are now at a better position to enhance your online presence, and to outshine them all.

Source: 10 Things Your Competitors Can Teach You About SEO