02- May2018
Posted By: DPadmin
23 Views

There is a turf war raging between search engine optimization and conversion rate optimization. Experts on both sides are struggling to make the two disciplines work together.

SEO focuses on making a site accessible to search engines for the purpose of improved rankings. CRO is the art of improving the user experience to get higher conversions. One discipline is geared towards search engines while the other is focused on users.

Very few sites can successfully combine both to create a stellar site that provides a great user experience and also ranks highly on search engines. The secret is using SEO tactics to improve your conversion rate and to make your site searchable. But how do you use SEO to increase conversions?

Here are the latest strategies that will bring your conversions to the next level.

1. Use dynamic content.

Dynamic content is when the content that’s displayed on your site changes based on who the visitor is. Usually, it’s based on geography. For example, if someone is visiting from the U.S. during a national holiday, then your homepage would display products/services that relate to that holiday or would display a simple holiday greeting.

A perfect example would be TripAdvisor. They display the name of the city, region or state on their homepage. For instance, their Restaurants tab displays the city that you are currently in and offers you the best restaurants in that city. The result is that the visitor identifies with the content more, has a better user experience and is more likely to buy your product if you’re using dynamic content,

Dynamic content helps you use SEO in an organic way to enhance the user experience. Instead of spammy looking search terms and lists of locations in your footer, use dynamic content to make the user feel welcome and enhance their experience on your site.

2. Use neurodesign to improve user experience.

Neurodesign is a term that was coined in 2012. It describes a way to design things that make sense to your mind. It’s a way to improve your customer’s experience, which can improve your conversions, all based on aesthetics.

Improving the user experience using neurodesign helps you improve three metrics. You increase the visitor time spent on your site, you increase repeat visits and reduce the bounce rate. All of these things help improve your site’s rank.

Also, make sure that your page titles are written for users. Don’t just write them for search engines. If you improve your titles, add keywords in an organic way and add emotionally stimulating words that will catch the eye, you will see a huge boost in conversions.

3. Use video and visual elements to increase visit duration.

The duration of each visitor’s stay on your website is also extremely critical for your site’s success. The longer your visitors stay on your site, the higher its rank on search engines.

So, what’s a decent visit duration?

• Anything over two minutes is excellent.

• Between 30 seconds and two minutes is good.

• Under 30 seconds is very poor.

Doing a proper evaluation and conducting site changes to increase user’s visit duration requires a lot of A/B testing and time. One easy hack to quickly increase that dwell time is by adding visual elements to the site.

One great example of this is the Chrome extension Zest. Their entire homepage moves and changes with every scroll, creatively showing you how to use their product. No wonder their average visit duration is a whopping 2 minutes and 23 seconds. And for a site whose whole purpose is to direct you to their Chrome extension page, that’s an incredible achievement.

4. Improve page loading time.

The loading time of your site is one of the most critical — and at the same time, overlooked — elements of any SEO strategy. Loading time is a heavy contributor to page and site abandonment. When a site takes too long to load, people are very likely to abandon it.

How long is too long? According to Google, the time it takes to fully load a page on mobile has dropped to 15 seconds from 22. Unfortunately, that’s still too long a time considering 53% of mobile site visitors leave if it takes more than 3 seconds to load. It’s imperative, then, that you check how your site is performing and is there a way you can improve. A great tool to use here is Google’s PageSpeed Insights.

Google started ranking sites for load time because it plays such a vital role in the user’s experience of the site. To rise up to the top of search results, optimize your site to decrease load time. Optimize all of your images, use smaller images for the home page and eliminate sluggish widgets.

5. Use long-tail keywords.

Users are searching for specific things, and they usually write a few words. You need to use long-tail keywords in order to offer the users what they are looking for and improve your rankings at the same time.

For example, if you are a pet shop, you’re not going to start by targeting the keyword “pet food.” That short-tail keyword is way too broad and highly competitive. Instead, target something like “organic pet food in Albany.” That’s way more specific.

You can use a keyword tool like Wordtracker to find long-tail keywords and free tools like Pro Rank Tracker and Tiny Ranker to monitor keywords for your website. Using long-tail phrases or addressing users’ queries with long-tail keywords will help you boost brand loyalty over a period of time and thus can increase conversions.

It’s never been easier to use SEO to boost the conversion rate of your website. You have a variety of tools and strategies at your disposal.

Use these strategies to stay ahead of your competitors, and up to date with all of the latest conversion strategies.

11- Oct2017
Posted By: DPadmin
97 Views

The ever-increasing importance of usability and trust in link building

Sometimes link builders identifying promising sites think only in terms of metrics. Columnist Julie Joyce explains why usability has become one the most important things to consider.

Just the other day I was showing a cool site that I’d just found to a (very intelligent and internet-savvy) friend, and he quickly became confused due to the ad placements on the site. The ads were shown on the top of the page below a nav bar, and they looked like categories for the site. So he clicked on them.

Then there was the search bar. Blacked out completely, you couldn’t see what you were typing into it, and it gave no error messages when you just hit enter. The 404 page had a broken image on it. One of the social buttons went to the wrong account.

And then I found the dreaded page with the lovely Lorem Ipsum dummy text still on it.

Bottom line: I didn’t really love the site so much anymore. It ranked well (that’s how I found it), but I didn’t trust it.

Ask yourself: Would you click on this link?

When I’m building links, I always ask myself if I’d want that link to my site if I were the client myself. I do get a bit irritated when clients complain about really nitpicky stuff, but if I were the client and my link-building company got a link on this site, I’d be super-irritated.

It’s not enough to rank well. I mean, it’s fantastic when you do rank well, of course, but everyone knows a top ranking is no guarantee that you’ll gain a new sale or a new email subscriber or whatever else you view as a positive conversion. With so much spam making its way into the top SERPs, users are finding out that they really can’t trust the rankings the way they used to.

So, while it’s really nice that you get a link on a site that ranks well and has some good metrics, if you depend on that link for converting traffic, the linking site’s usability can’t be ignored any more than yours can. Why have a link on a site that someone doesn’t trust?

I approve every single link that we build in my agency, and the main reason I’m turning down sites these days is for something related to usability. They have the metrics and look good on the screen, but something’s off. The page doesn’t load correctly until you try it three times, or it takes 30 seconds. The site is so covered up with ads you can’t tell what’s an ad and what’s the actual content. There are a gazillion pages that throw 404s.

bad usabilityAdd all of this to the usual things we look for, and you’ll see that finding a great linking partner just gets harder and harder.

What should you check?

Generally speaking, I encourage our team to do an initial quick check on a few things to see if a site is even worth digging into. We do look at metrics like Domain and Page Authority (at our clients’ requests) and we check things like the country that is sending the most traffic to the site. If we don’t see any big red flags (like 90 percent of the traffic is from Hungary and it’s a US blog), then we dig deeper.

Is the content any good? My goodness, you would be amazed at all the crappy content on the web, and on highly ranking sites. I don’t mean that it’s just not my thing. I mean that it’s written with incorrect grammar and rampant typos, and there’s no real structure to it. I recently refused to order some clothes that my daughter wanted from a site where it looked like they had gotten a 4-year-old to write their “About Us” page. They didn’t list a phone number. The descriptions of some of the items we looked at seemed to be whatever happened to come with their terrible system. I don’t want to buy an item where there’s no image but there is a line reading “insert photo of tan shirt here.”

Oh, and I love to check for a Viagra or Cialis hack. Yes, those are still all over the place! Do a “cheap online order viagra” search in Google and you’ll see.

viagra hackWe can’t forget mobile, either, and that’s only getting more important. You know when you’re on a smartphone and you go to a site that looks like a tiny version of its regular self? Why lose the chance for a mobile conversion by placing a link on a page that won’t even be seen by users on a smartphone? By the way, I like Mobi to check this in a variety of formats, but there are various tools available.

mobile check

Stop forgetting users with visual difficulties

Years ago I had a blind user show me how he navigated the web. Something I wrote then is something that I STILL see today, and it drives me nuts:

If [they] are reading a webpage that has links on it that aren’t coded to look like links which are easily recognizable as gateways to another page or site, they obviously aren’t going to find them and click. Of course, neither am I — most likely, neither are you, even if your vision is 20/20.

Sometimes webmasters (and maybe the people requesting the links) are so intent on staying “safe” that they make links blend in as if they weren’t links. It’s awful. We sometimes get links for clients and have to request that the links LOOK LIKE LINKS. How stupid is that? Why in the world would you not want your link to be clicked on? If I see a site doing this, I’m just left wondering what else they’re doing and what other bad things I have not yet found.

Always always always LOOK AT THE SITE!

It’s very clear: poor usability breaks trust. The problem is that discovering it can take time, and isn’t attached to an easy metric, other than maybe page speed. Again, we’re left with that pesky requirement to actually look at the website upon which we’re seeking links! We have to spend time going through it! And so we should.

Source: The ever-increasing importance of usability and trust in link building

12- Sep2017
Posted By: DPadmin
131 Views

SEO: What to Base Content Decisions On | Practical Ecommerce

Content is the first thing that comes to mind with search engine optimization. There is a process, however, to creating and optimizing strong content.

The process involves four separate tasks: data analysis, programmatic optimization, content creation, and manual optimization. These tasks are often performed by three teams: SEO, marketing, and IT.

This article covers the first of those four tasks, the critical data analysis. Data may not be sexy to most people. But strong data is the basis of every good SEO plan. Do not skip this first step in the content optimization process for any reason, no matter how quickly you need to move. Poor data inevitably leads to poor execution.

Keyword Research

Keyword data shows the potential demand that each keyword concept holds based on how many searches are conducted for that concept in an average month. Demand is an important consideration. It is separate from performance. Demand identifies how strongly you could be driving traffic and revenue to your site for specific keyword concepts. Performance identifies how well you have already done so.

Keyword data shows the potential demand that each keyword concept holds based on how many searches are conducted for that concept in an average month.

The difference between the two is your missed opportunity, which organic search competitors are capitalizing on. (For additional details, see my how-to articles on keyword research planning and execution.)

Search Engine Rankings Data

This data is a little trickier to get without an enterprise SEO platform like Searchmetrics or BrightEdge, or a dedicated search rankings tool. If you cannot afford ranking tools and must do it manually, at least sign out of your search engine accounts and open an incognito window. This is not a foolproof technique, but it’s better than nothing.

When collecting rankings data in the U.S., it makes the most sense to use Google as the engine to target based on the large percentage of traffic it drives. In Google, collect not just the position that individual keywords are ranking at, but also the URL that ranks for that keyword.

Google Search Console Search Query Report

Sadly, the Search Console “queries” report (Search Console > Search Traffic > Search Analytics > Queries) will only yield 2,000 search queries, but it’s the only reliable source of keyword data for Google searches. Everything else is either estimated or inaccurate based on the keyword “not provided” challenge that SEO professionals have faced since the search engines began stripping search query information from referral strings by default in October 2011.

An important aside: Do not use your web analytics’ natural search keywords report as a substitute for this data. It is not accurate, and hasn’t been for years.

Google Search Console also provides average rankings for each keyword. It’s a good idea to keep all the data that any report contains, but you’ll especially want the rankings data because it is the only accurate indicator of Google’s true average ranking for your site.

While the online keyword report showing all 2,000 search queries allows you to click deeper to see all of the URLs that drove natural search impressions and traffic for that keyword, unfortunately there’s no way to download that information. That pairing of a keyword that ranks and the URL that ranks for it can still only be found in bulk with a third-party rankings tool.

SEO Keyword Data Mash up

Using VLOOKUP formulas in Excel, create a worksheet that contains a row for every keyword with columns showing the values from keyword research, rankings, and Google Search Console search query reports. This mash up will inform the next three steps. Save it, update it regularly, and consult it religiously for every important keyword or content-based decision you make.

Web Analytics Sessions and Revenue

While not keyword based, the reports showing sessions or visits, and orders and revenue, by natural search page or URL are another important source of content optimization information.

Whether your analytics platform is Google Analytics, Adobe Analytic, Coremetrics, or something else, your natural search landing page report is one of the most critical tools for determining everything from how well your content is performing today to how well it should perform tomorrow and how you should get there.

If you have the support of an analytics team, it may be tempting to rely on it to do the pulling and analysis of the data for you. Resist that temptation.

If you have the support of an analytics team, it may be tempting to rely on it to do the pulling and analysis of the data for you. Resist that temptation.

To be sure, consult with your analytics experts to get a recommendation on which reports to use in which profiles to get to the correct data that you need: visits or sessions, and orders and revenue. But data analysis inevitably leads to additional questions that can only be answered with additional data.

Rather than requesting and waiting for additional reports to be pulled for different timeframes and with different levels of granularity, it’s much more productive to become familiar enough with the analytics tool to extract the accurate data yourself. You’ll also get a better feel for the data when you’re actually using the tool.

Initiatives, such as supporting new product launches and the need to boost sales in certain areas, will also feed into decisions about which content to create and optimize. But they shouldn’t be the only information you reply on to drive your SEO content plan. If one-time initiatives supersede potential and performance data, your SEO plan will be primarily reactive as opposed to driving broad, strong performance.

 

Source: SEO: What to Base Content Decisions On | Practical Ecommerce

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

12- Sep2017
Posted By: DPadmin
180 Views

Don’t follow the leader: Avoid these 5 common e-commerce SEO mistakes

Competitive research is an important part of any SEO program — after all, it’s a zero-sum game that we’re playing. However, there is often a tendency for companies to become fixated on what dominant competitors in the marketplace are doing. The assumption is that because they’re getting the most SEO traffic, they must be doing things right.

In many industries, it is true that the high SEO traffic sites really are doing an exceptional job. But in the world of e-commerce, this is often not the case. Many of the highest traffic e-commerce sites are doing things that are objectively bad for SEO. It turns out that a strong backlink profile and other prominent brand signals can make up for an awful lot of mistakes.

Getting things right for enterprise e-commerce SEO can be really challenging. You often have to merge very different sources of product data into a single system and make everything work. There are more pages than you could ever curate manually. And in most cases, SEO is not the largest driver of traffic and may have to take a back seat to other priorities. It’s tough.

Eventually, people are going to figure out how to address the issues that make e-commerce SEO so cumbersome and hard to scale. Sites that apply these new techniques will gain an advantage, and then everyone will race to copy them and this article will be outdated. I believe that point is still some years away.

Until then, there are opportunities to gain an SEO advantage over most of the major e-commerce players by simply avoiding their most common mistakes.

1. Faceted navigation disasters

When faceted navigation isn’t controlled, you can often end up with more category URLs, by orders of magnitude, than total products on the site. Clearly, something is wrong with that picture.

On the other end of the spectrum, you have companies that are so scared of creating too many pages that they noindex their entire faceted navigation or canonical everything to the root page. Doing this can prevent indexation of potentially valuable pages (usually ones with two or one attributes selected) and it still may not fix the crawl problems that their navigation poses.

There is a middle path, and few try to walk it. While fixing your filtered navigation is an entire topic of its own, a good starting point is to consider using dynamic AJAX sorting for thin attributes, so users can refine the product set without changing the URL.

2. Slow site speed

There is plenty of readily available data about the impact of site speed on conversion and bounce rates. A couple of seconds can make an enormous difference in user engagement. So why do retailers seem to be competing to load the most external scripts? The retail market is underinvested in speed and overinvested in lag-inducing features that often have marginal benefits and may even serve to overwhelm the user.

My experience is that the SEO benefits of page speed are not yet as substantial as the conversion optimization impact. With all the information Google is sharing about the user benefits of fast, streamlined sites, it’s only a matter of time until speed becomes a more prominent ranking factor. However, when UX impact is also taken into account, there’s no reason to wait.

3. Reliance on XML sitemaps for indexation

If there is one simple piece of SEO wisdom that every enterprise manager should remember, it’s that each page needs to have a crawl path to have a chance to rank for competitive queries. There are many unique and exciting ways (from the perspective of someone who is paid to fix websites) that sites are able to orphan a large percentage of their product or other important pages from their browsable architecture.

Possibilities include broken pagination, creating nearly infinite URL spaces, and any form of link generation logic that doesn’t systematically ensure that every product has a crawl path.

If you’re unsure about whether you have an adequate crawl path, crawl your site and see if all your important pages are showing up. If you are not able to do a complete crawl of your site, that means either that you have too many pages or you need a better crawler. If you have a very large site, you likely need help with both. And if you’re spending lots of time looking at the sitemaps dashboard in Google Search Console, wondering why your pages aren’t being indexed, it’s most likely because they don’t have a good crawl path.

4. Using tags completely wrong

Many e-commerce sites have conflicting tagging signals on their category pages and tagging structures that are suboptimal. I have seen at least two Fortune 500 owned e-commerce sites that were making all the pages on their site canonical to the home page, which is equivalent to telling Google that none of the other pages on the site have anything else to offer. I have seen more sites than I can count on one hand do their pagination tagging incorrectly, which is surprising, because it’s a plainly spelled-out specification.

I suspect that Google’s assumed omniscience sometimes hinders the careful adoption of standards. People think they can get it close enough and Google will figure it out. Sometimes they do. Sometimes they don’t. And sometimes, even if Google can figure out all your mistakes, it’s still a loss — especially if they are having to crawl extra pages to do so.

5. Ugly URLs

Here’s a thought experiment. Let’s set SEO aside for a moment and look at two different URLs that we might see in a SERP:

Site 1: www.madfancylad.com/c/armani-fedoras

Site 2: www.bromendous.com/search?product%20line=fedora&brand=Armani&REFID=23ghaWHY23093482

Which site seems more likely to make things easy for their shoppers, and which site seems more likely to make things easy for themselves? What kind of conscious and unconscious assumptions might a shopper make about each?

My experience is that short, clear and concise URLs tend to rank well and get more traffic than long, parameter-laden addresses. There are some correlational studies that support this observation. I don’t consider any of them definitive — but I know what I would choose to do for my site.

Source: Don’t follow the leader: Avoid these 5 common e-commerce SEO mistakes

11- Aug2017
Posted By: DPadmin
165 Views

Cost-effective digital advertising methods that every brand must adopt

A major advantage of digital advertising is Pay per Click payment mode, which means advertiser does not pay any extra amount to the partner website other than the number of clicks on the advertisement.

The best advertising strategy is one that helps the advertiser in delivering the message to a maximum number of people at a minimum cost. That is why from startup companies to large corporates; digital advertising is the first choice of smart businesses all over the world.

Almost a year back, the IT giant Cisco saved $ 100,000 when it decided to promote the newly launched router on digital platforms only. These days’ advertisers bet on digital advertising solutions because they help them accurately analyse the return on cost and the overall impact of an advertising campaign. A forecast made by PwC USA also claims that digital advertising is growing exponentially and American companies are going to spend $38.6bn by 2019 in this domain. In contrast, newspaper advertising is going to have a tough time and could experience a negative growth of 33% during the same period.

A major advantage of digital advertising is Pay per Click (PPC) payment mode, which means advertiser does not pay any extra amount to the partner website other than the number of clicks on the advertisement. Besides, display of an ad on both desktop and mobile screen ensure maximum outreach of a brand. Also, the mass appeal of social media and the availability of advanced analytical tools on social networks make Digital Advertising highly cost-effective and result oriented.

Strategies that Bring Results and Save Money
The cost of digital advertising is significantly cheaper than traditional advertising and businesses can save a great amount of if they carefully focus on the following things.

To ensure best returns from a digital advertising campaign, it should be targeted to the right audience. Advertisers who carefully select their target audience using the first-party data, second-party data, and third-party data as per their relevance receive impressions from the potential customers only. Data-based audience segmentation empowers advertisers with informed bidding decisions which ensure the success of an ad campaign and save money for the businesses.

Chase the Majority with Dayparting
Dayparting means dividing the scheduled week/day into multiple time slots and selecting those time slots when potential customers are expected to view and click on the ad. Various analytical tools help to study and predict the media consumption behaviour of the target audience and enable the advertiser to broadcast the ad at the right time. Dayparting ensures maximum return from a digital ad campaign because it empowers the advertiser with effective bidding strategies.

Keep the Campaign Fresh with Frequency Capping
Frequency capping decides that how many times the ad will be displayed or broadcasted to the particular audience during the total duration of the campaign. Advertisers who strategically fix the frequency capping usually get better attention of the people and they positively influence the decision of the prospective buyer. Low-frequency cap is considered beneficial for new campaigns with fresh creative while in the case of repeat/revised campaign frequency capping should be increased moderately.

Choose the Right Destination with Geotargeting
Geo targeting means more qualified leads and maximum utilisation of the ad spends because it allows the advertiser to run a campaign in selected geographical locations. The target area can be finalised within a particular state, city or even a selected region of the city which ultimately reduce advertising waste. Geotargeting is an ideal way to control advertisement investments in digital landscapes as it enables the advertiser to develop a customised campaign for niche segments. Geotargeting is also a very useful tool for advertisers in collecting the information of potential customers, their buying habits and consumption behaviour. It also helps them to study market trends, the position of the competitors and what approaches they are following to promote their products.

Source: Cost-effective digital advertising methods that every brand must adopt

11- Aug2017
Posted By: DPadmin
170 Views

How to Get Your Top Competitor’s Keyword Structure

Stop spending hours manually researching keywords. Check out this simple and effective automated solution to help you create a winning keyword structure.

Every successful online business begins with a strong SEO campaign. Every strong SEO campaign begins with a winning keyword structure.

SEO experts know that building a working keyword structure is always a challenge.

First, you search for keyword ideas. With automated tools and apps, proven methods, guides, and recommendations, keyword research is now a less tedious task than it was in the past.

After mastering keyword research, you need to smartly spread your collected keywords across your webpages. This part can be tricky. Even powerful keywords don’t work for you if you put them in the wrong place. SEOs spend tons of time testing and researching keyword behavior.

Finally, comes the testing phase. By trial and error, you’ll get a working keyword structure.

This takes too long.

What if you could get a tested, proven, and crystallized keyword structure before adding it to your website?

Luckily, this is possible.

Your competitors have already managed to build a keyword structure and reach the top of the search results. Nothing is stopping you from doing the same! Your SEO fate rests entirely in your hands.

Why would you spend hours manually researching their keyword structure when you could simply use an effective automated solution that turns this job into a piece of cake?

Meet the free Topvisor grouping tool.

How Does Topvisor Keyword Grouper Work?

Keyword grouping by page relevance spreads keywords across website pages exactly as they rank and display in the applied search engine and location. The algorithm is based on the relevant pages.

A relevant page is a page of a target website that appears in the search results for a specific keyword. The keyword grouper groups out a keyword pool by matching keywords with the relevant pages. As the result, you get a comprehensive keyword structure based on page relevance.

1. Getting Started with the Topvisor Platform

Topvisor

Topvisor is a multi-feature platform that includes much more than just a keyword grouper. To get started, create your first project. Enter a competitor’s URL as a project URL.

2. Keyword Research

Keyword research

If you don’t have a pool of keywords already, it’s high time you get it. You can use your favorite tools or try paid and free Topvisor tools. On the Keywords page, you may try Keyword research tool, Keyword suggestions tool, or a free Magnet tool to pool keyword ideas.

It’s highly recommended to do a bit of a manual research. Look through competitor’s web pages, analyzing text and titles. It can take some time, but it’s worth it.

3. Filter by Search Volume

Filter by search volume

One of the most efficient ways to check if a keyword will work for your website is to get its search volume. You can run a Search Volume tool on the Keywords page. In a couple of minutes, the tool will pull data for you.

Leave only powerful keywords. Move weak keywords to Trash.

4. Track Keyword Rankings

 Track keyword rankings

To provide you with a comprehensive keyword structure, Topvisor keyword grouper needs a list of relevant pages. To get them, move to the Keywords dynamics page and run an instant keyword check.

Topvisor Rank Tracker will match keywords with the competitor’s website relevant pages that show up in the search results and pull a rank for each page. It takes 5 minutes or less.

If a website doesn’t show in the search results or shows beyond the set tracking depth, the tool won’t be able to match a relevant page to a keyword. The maximum Google rank tracking depth in Topvisor is 1,000.

5. Grouping Keywords by Relevance

Grouping keywords by relevance

This is where the magic happens.

Get back to the Keywords page and run the Keyword Grouper. The tool will move the keywords that have common relevant URLs into separate groups. The process is instant. It takes a couple of seconds before you get your keyword structure.

Keywords that don’t have a matching relevant URL will be moved into a separate group named ‘No relevant URL’. Keywords excluded from the ranking report on the previous step are moved to the ‘Not tracked’ group.

6. Adopting Keyword Structure

Adopting keyword structure

With the help of keyword tools, you can get a complete keyword structure and save a lot of time. Analyze the results you received and decide which keywords are the best for your business.

Remember that keywords work well only in high-quality content. Make sure that your website is user friendly and provides practical information for your clients.

Summary

By trusting proven automated algorithms you can save both money and time.

What’s more, tools exclude a chance of human mistake. This means that you won’t have to spend hours testing your results.

The best way to get a perfect working keyword structure is to combine algorithms with your own expertise and creativity.

Source: How to Get Your Top Competitor’s Keyword Structure

11- Aug2017
Posted By: DPadmin
128 Views

How to Target Different Cities Without Hurting Your SEO

Done right, city pages can be an integral part of a local SEO strategy. Done poorly, they can get you penalized, or worse. Here’s the right way to do it.

City Pages: Good or Bad for SEO?

Google became critical of pages that do not add additional value to a customer a few years ago. They initially rolled this out algorithmically as the Panda algorithm, which penalized sites for using what Google considered poor content techniques. This was initially targeted at doorway pages, article spinning, and various other nefarious methods.

However, a more common (and generally more legitimate) type of content was caught in this algorithm as well: the city page. The Panda algorithm worked so well that Google integrated it into their main algorithm, and it now evaluates sites in real time.

For nearly a decade, local business owners have created pages around individual cities that they service, in hopes of catching someone looking for items in a particular town, borough, or neighborhood.

So, on the surface, what you’re proposing isn’t necessarily a bad thing. The tricky part is making sure that each page provides some unique value to the visitor.

And you have to be honest with yourself as to whether you’re providing value. The search engines know if all you change is one or two words here and there. They still consider that duplicate content.

If the content is almost completely identical except for unusual terms like “arms-on” instead of “hands-on” and it’s pretty clear that it was written by a machine, Google will flag it. Pages like that are what will trigger the Panda part of the algorithm.

Make Your Most Important City Pages Unique

My recommendation is to focus only on those pages that are most important to you – don’t make a page for every small town in the North Georgia mountains. If you want to list out all the cities in a region, just list them on the page – you don’t need an individual page for each city to rank in most cases.

In terms of making the pages different, write original content for each area or city. Focus on what makes that city unique or different, but give it value beyond what you can get in a census listing.

Too often, I see city pages that have just restated population data that they could have gotten anywhere else.

  • If you offer services in real estate, talk about the way the community in that area differs.
  • If you offer plumbing, mention that a common problem in that area is hard water.
  • If you’re a florist, talk about the climate, or how you source or grow plants in the area.

Find ways to make it different and unique so that you’ll actually add some information for the potential customer. In addition to making Google like the page better, it also gives the consumer confidence that you know the area and can really address their needs.

And finally, these listed locations should appear on all versions of the website – a common problem is that site owners will only have these links appear on a desktop site, but if you access the site on tablet or mobile, the links go away.

Summary

Because Google will be moving to a mobile-first algorithm, not having those links on the mobile site may make them drop out of the index. At worst, it could make it look like you’re trying to hide these pages; that they don’t add value.

Done right, city pages can be an integral part of a local SEO strategy.

Done poorly, city pages can get you penalized – or worse.

Source: How to Target Different Cities Without Hurting Your SEO

11- Aug2017
Posted By: DPadmin
143 Views

8 Things Every Business Needs To Know About SEO

Having an online presence in the present digital world is very important for any business. This is because the internet is currently considered as one of the reliable sources of income for businesses, individuals and organizations across the world. SEO is actually an aspect of business that is quite popular since brands are working harder to get ranked higher by search engine. It is therefore crucial to understand what exactly is involved so as to boost the ranking of your business in search engine listings.

The following 8 points will help you get a better understanding about SEO and how it can help you to promote your business brand.

1. SEO is not an expense, but an investment

There is a common misconception that SEO is an expense that needs a huge chunk of money to get started. This is however not the case. Provided you stick by search engine rules and do the right thing, you will be realized that SEO is not that expensive. Nevertheless, the returns on investing in SEO are so encouraging that you need to think about SEO as an expense.

In short, SEO means delivering the best quality content to your target audience using the right keywords that are searched frequently among several other digital marketing strategies.

SEO helps in creating brand awareness through enhanced brand presence and visibility as your website gets ranked better by search engines. In this case, more traffic is experienced when your website appears on the top three spots of the first page, which can be converted into loyal customers in the long run. This way, you will be able to make more sales. The long term returns from investing in SEO is much greater than the onetime expense incurred in getting your business website search engine optimized.

2. The keywords you choose make a huge difference: prioritize long-tail keywords

In order to achieve success in your SEO endeavors, choice of keywords is one of the most crucial considerations to make. Apart from using single words as keywords, it is now advisable to use three to four keyword phrases that are specific to whatever you are talking about.

Using these long-tail keywords will guarantee faster and more access by the target audience to your brand based on the exact value you provide to them. many brands are now keen on personalizing their search engine experience using these types of keywords. A good example is where one brand uses a keyword phrase like “New York Doctor” and another uses “New York Orthopedic Surgeon”; in the phrases, the second phrase tends to be more specific and for that reason can guarantee generation of more quality leads unlike the first one which puts the doctor in direct competition with other doctors in the area.

Learn more on how to build your business through content marketing and how to improve your content marketing strategy to always stay ahead of your competition.

3. On-site optimization: so that the website receives acceptance from both viewers and Google

Onsite optimization is not quite known by many people. However it is quite essential as it ensures a specific websites achieves acceptance by both viewers and search engines.

In order to achieve this, right keywords, website pages’ tags and key phrases need to be considered. These are necessary for search engines like Google to determine how to rank various websites. According to the 2015 Business Buyer’s Guide to SEO, a majority of business leads come from internet sources; referral traffic, direct advertising or online searches. In the case of online searches, search engines need to know the subject matter of your website for it to be recognized using the various web pages finding the topics covered and keywords used.

4. Social media is an essential part of any SEO campaign

Many business brands today are taking advantage of various social media platforms to promote their content. Such platforms as Facebook, Twitter and LinkedIn are commonly use to create a profile for brands.

It is crucial to consider using such platforms to boost online presence and promoting the content on your website. This way, you will not only be able to boost access to your brand products and services from your target audience, but also will boost search engine rankings. Use of a social media channel that is relevant or appropriate in your industry or niche will boost your business a great deal.

5. Fresh content is important: Content is the King

Long are gone days when quality of web content never mattered. Today, it is practically impossible to move your website to the top of search engine results without considering the quality of content published and the keywords used. Search engine algorithms are now smarter than before and you have to stick by the demands to get a better ranking. The quality of content is today considered as the ultimate and most crucial driving factor for top search engine listing.

You need to offer compelling content that even other websites will want to link with which also boosts further the performance of your website.

6. Off-site optimization: getting external links from other quality sites is key

This is basically the opposite of on-site SEO whereby you work on boosting search engine ranking by use of external methods. The more your website is considered as being “most authoritative” or “most important” the better it gets ranked.

The secret to achieving this is by enhancing the quality of content shared and keywords used. This way, other websites in the same industry or niche will tend to link to your website thus qualifying your site as an authoritative site. The more the links you get to your website, the higher it will get ranked by Google.

7. PPC has no effect on SEO

Many businesses are today inclined on to pay-per-click advertising because it is considered as one of the crucial parts of online marketing campaigns. However, this strategy has no direct effect on SEO listings! This is simply because SEO is concerned more by organic search results rather than the paid advertisements.

PPC is however worth the consideration especially during the launch of a website to attract more visitors to a website but not influencing search engines for better ranking.

8. Be aware of not indulging in black hat SEO

Due to a stiff competition in any industry, several businesses turn to various illegal techniques trying to get better search engine rankings. Though such techniques worked previously to some, it is no longer the case since search engine algorithms have become smarter over time. Using the techniques today amounts to breaking of Google’s rules of achieving top organic ranking.

You need to keep off from such techniques as;

· Using invisible texts

· Keyword stuffing

· Creating fake pages with the aim to get more back links

· Page swapping and

· Using doorway pages

Despite the fact that some websites used these illegal techniques some years ago, today, Google can easily get your website banned from organic ranking and this will be detrimental to your digital marketing campaign. Some people may boast of achieving higher ranking using the same techniques but the truth remains that the disadvantages of black hat SEO are too harsh you don’t wish to be associated with.

Conclusion

Any decision you make regarding SEO is crucial in determining the success or failure of your business. Employing the right techniques will enable you to achieve top rankings and enjoy the various advantages that come with it. Modern SEO is characterized by top quality content, quality back links and personalized long tail keyword phrases that are not spammed. This way, search engines are likely to find your content easily and ranking it higher than your competitors.

Source: 8 Things Every Business Needs To Know About SEO | HuffPost

11- Aug2017
Posted By: DPadmin
203 Views

3 reasons pay-per-click matters for your business

PPC can be an incredibly cost-effective way to generate leads through search engines. The key is to look at the right metrics for the right situations and use that data to make the most meaningful changes to your campaigns.

There’s one thing nearly every potential B2B buyer does before buying a product or signing a contract for your services: search.

In fact, 77 percent of B2B buyers are said to research on Google before making a buying decision.

And while improving your organic search engine ranking is important, executing an search engine optimization plan takes time. It’s a long-game approach that pays long-term dividends.

For many businesses, pay-per-click (PPC) advertising through services like Google Adwords has become an incredibly effective way to leverage the keywords potential customers are using to search for your business or industry.

Here are a few reasons why PPC might be an incredibly valuable marketing tactic to increase traffic to your website and generate new leads.

1. You don’t have to wait to start generating leads

Because you’re paying for them, PPC allows you to get up and running with ads for the keywords you want to rank for pretty quickly. While an organic SEO strategy takes time, PPC allows you to get in the game for important industry keywords.

2. You only pay for what you convert

With PPC campaigns, you only pay for the clicks you generate. This means you’re only paying for the people who actually click through on the ad and visit the landing page you intended them to visit.

3. You can easily track conversions to measure ROI

By adding conversion pixels to your landing pages, PPC allows you to identify the exact cost-per-lead of your campaign, which can be a lot more arduous to generate with other marketing tactics. As a result, you’re able to continually tweak and optimize your ads to decrease the cost-per-lead.

How to measure PPC success

The truth is there are dozens of PPC metrics you can track. So, which ones matter most when it comes to reaching your business goals?

Rather than focusing solely on PPC analytics like clicks, impressions and click-through rates, here are some metrics that allow you to analyze macro metrics that speak to the ROI of your efforts:

  • Cost-per-conversion. This helps you determine if the PPC clicks you’re generating represent quality traffic that’s actually converting into sales.
  • Most valuable keywords. Being able to track which keywords lead to sales can help you zero in on where to give credit within your PPC campaigns.
  • Lifetime value of PPC customers. Once you have an understanding of how much it costs to convert a PPC lead, compare that to the other cost-per-customer marketing tactics against the lifetime value of your customers.

At the end of the day, PPC can be an incredibly cost-effective way to generate leads through search engines. The key is to look at the right metrics for the right situations and use that data to make the most meaningful changes to your campaigns.

Source: 3 reasons pay-per-click matters for your business – The Business Journals