14- Aug2017
Posted By: DPadmin
199 Views

How to Show Up on the First Page of Google (Even if You’re a Nobody) | Neil Patel

first page

There’s a joke that asks, “Where should you bury something that you don’t want people to find?”

Answer: On the second page of Google.

Sure, it’s corny. But there’s still some truth to that statement.

75% of people will never scroll past the first page on a Google search.

That means you can’t afford to be ranking on the second, third, or fourth page.

You just won’t get the clicks and traffic you need to make SEO worth your time and money.

And you need that organic traffic because 93% of online experiences begin with a search engine.

On top of that, there are over 1 trillion searches every single month!

A good SEO presence has the power to drive inbound traffic that could grow your business for years to come.

But the average-joe website owner doesn’t have the power to rank on the first page of Google for the best keywords.

There are already countless high-profile websites capitalizing on the top industry keywords.

And there are thousands of other bloggers trying to rank for that keyword as well.

That means the deck is stacked. And it’s not in your favor.

You shouldn’t give up, though! There are a few proven methods that I’ve used and found success with to show up on the first page of Google.

And the best part is that you don’t need the authority or links to rank for many of these keywords.

I can teach you how to show up for them anyway.

First, I’ll explain why you’re doomed for now.

And second, I’ll show you how to use this problem to your advantage to rank on the first page of Google despite your shortcomings.

Ready to get started? Let’s do it.

Why you probably can’t rank on the first page of Google anytime soon

I’m going to be straight with you:

You’re pretty much doomed. If you’re trying to get noticed and rank organically on the first page for popular industry keywords like “SEO Guide,” it’s not going to happen anytime soon.

If you’re just starting out, you’ve got no domain authority, a tiny backlink profile, and hardly any traction as a result.

And if you take a look at Google’s first page results for “SEO Guide,” you’ll quickly see what the major problem you’re up against is:

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See what I mean? The domain authorities of these top page rankings are going to blow any new website out of the water.

Moz? 93 domain authority. Kissmetrics? 85.

How many backlinks does that #1 spot have? 18,389 to be exact.

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That’s more than most of us will get on our entire site. Ever.

Plus, these guides have been up for years!

The Beginner’s Guide to SEO from Moz has been up for five years or so. Their website claims that over three million people have read it.

You get the idea.

Sites that have been around for a long time are going to dominate the top page rankings for popular industry keywords.

These people are producing stellar content and getting countless backlinks to their content.

If you’re just starting out, you need to pursue different strategies.

You can’t afford to wait around for five years to rank on the bottom of the first page for “SEO Guide.” Not with the number of hours and dollars it would take.

But that’s OK!

Just realize that you’re not going to rank organically for it right now.

The good news is that you don’t need to. There’s still hope.

The trick is to readjust your strategy and use different methods to still show up for your target keywords.

Here’s how to do it.

1. Start by dominating long-tail keywords

There are more long-tail keywords out there than big, popular ones.

Here’s a simple comparison to explain the difference:

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And my own beautifully simple example:

  • ‘Head’ keyword = “SEO guide”
  • Long-tail =  “SEO guide for small businesses 2017”

Each might not send you a ton of traffic. However, long-tail keywords do in total when you add a bunch of them up.

For example, I was able to increase my organic traffic to 173,336 visitors monthly using a long-tail strategy.

Long-tail searches also make up the majority of searches on Google.

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You should target these long-tail keywords because they’re easier to rank for. And that means they’ll usually take less time and money.

So you’re not going up against the mammoth, industry-leading companies on these search engine result pages (SERPs).

Still skeptical of the power of long-tail strategies? I was, too, at first!But then I read about how Amazon makes 57% of their sales from long-tail keywords.

How? Because long-tail searches are looking for very specific information, whereas short-tail keywords are more general.

If you can give the searcher specific information, they’re going to stick around and convert.

Here’s an example SERP of a long-tail keyword search to help you get an idea of how it’s possible to rank for them.

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Do you notice that the SERP isn’t overcrowded with industry influencers and top blogs?

Sure, there are still a few in there, but the top-ranking sites are ones that you’ve probably never heard of.

Instead of going up against a website with a 93 domain authority, here’s what the first ranking page for this long-tail search query looks like:

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Now I’ve got your attention, right?

So sure, this keyword might have lower search volume than “SEO Guide.”

But remember that these long-tail keyword conversion rates are almost always higher.

And you know what I preach:

Traffic doesn’t mean anything if people don’t convert!If you’re getting 50,000 visitors a month from a popular keyword, but nobody is converting, it’s not doing you much good.

Instead of putting all your eggs in one basket for “SEO Guide,” create more content and optimize it for long-tail searches to dominate the SERPs!

Now let’s talk about a few ways to rank for the more popular terms that you just can’t seem to resist. And let’s do it without any ‘classic’ SEO.

2. Pay to reach the top of the AdWords search network

AdWords?

Now, you may be thinking, “Neil, my friend, my mentor, you do know that AdWords is not organic search, right?”

Well, just hear me out on this one, okay?

I’m going to start this one off with an example because it’s the only way to understand how truly effective this strategy can be.

So let’s fire up a search for “Best CRM.”

Here’s what the results page looks like:

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It looks a bit different, doesn’t it? There’s not a single organic result until you scroll past the fold.

You’ve got four AdWords search network ads and a featured snippet from a single organic result.

It takes the user multiple steps just to reach the organic results and decide what to click on this SERP.

But something even more important jumps out at me here.

The keyword intent and the results that appear don’t line up.

Here’s what I mean.

Check out the first three ads:

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They all talk about their own CRM and say that they’re the best in the industry.

That’s not surprising, necessarily. Everyone wants their products and services to be seen as the best.

But for this search, that’s a problem.

And more importantly, this is an opportunity for you to show up for that keyword.Here’s why.

What are people looking for when they type in “Best CRM?”

Are they looking for Salesforce or Zoho or Pipedrive right now?

No. They’re looking for a CRM comparison to see which one is the best. They want to consider their alternatives and options before deciding.

You can validate this by looking at the organic results, which all feature comparison articles and reviews.

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Google wants to help the searcher find what they’re looking for as fast as possible.

That means the top organic results usually reflect the searcher’s intent.

So instead of looking for a branded PPC ad about one product being the best, a searcher is looking for CRM comparisons!

Now, do you remember those top 3 PPC results? They’re probably not getting any clicks because they’re not answering the searcher’s question.

The content doesn’t match the intent behind the search query.

But look at the 4th result:

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If I were a betting man (which I am), I’d bet you that this low-domain-authority website is getting countless clicks for “Best CRM.”

I’d bet that this ad outperforms the ones above it.

This no-name site can rank with the big boys because they’ve done a better job matching keyword intent with their ad.

It’s practically cheating the system, and it works perfectly.

Now check out all of the traffic you have the opportunity to steal without competing for it head-on with massive brands in the organic rankings:

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Instead of preaching about their product, the fourth ad lines up their content to look exactly like the organic results.

However, they show up before the organic results with no effort spent on link building.

You don’t need to organically rank for a keyword to get traffic for that keyword. Just remember to match the searcher’s intent and mimic the organic results to drive traffic.

3. Write more blog posts than your competition

What’s the downside of a long-tail keyword strategy?

You can’t stuff a bunch of random keywords onto the same page. You should still focus on one or two keywords per post, max.

That means you’re going to have to create a lot more content!

This is no great secret.

If you write more content, you’ve got a better shot at ranking on the first page of Google.

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The more you write, the more pages get indexed, and the more traffic you bring to your site.

If you’re writing 5-10 posts a month, it’s still not enough.

Your competition and industry leaders are writing 16+ every single month.

You can’t reasonably expect to outrank a competitor or catch up to an industry leader by writing less, can you?

No way.

You need to write like your business depends on it. Because based on the information above, it does!

And it can’t be any old 500-word blog post that you slap together in an hour.

Here’s what the top content on Google looks like on average.

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Everything on the first page of Google is over 2,000 words.

That means that you need to write more in-depth content that guides users through the process of solving their problems.

This content should be actionable and filled with images, examples, and step-by-step instructions.

Now is about the time when you start thinking, “How on Earth am I going to carve out time to write more?”

If that’s the case, maybe you need to hire someone.

The good news is that content marketing costs 62% less than other marketing mediums. All while generating 3x the number of leads.

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If you want to start ranking for the top keywords, you need to produce valuable, unique content — and lots of it.

On top of that, you also need to optimize your content to generate the highest CTR possible.

Why? Because optimizing headlines and meta descriptions for searchers can result in a 10% increase in CTR.

And an increase in CTR means you’re on your way to ranking higher.

Here’s an example:

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Why do you think this Search Engine Land post outranks the post below it?

Take a look at that headline!

Instead of a basic headline, they make you think about what you just searched.

It goes against the grain of normal, acceptable advice. It’s like a pattern interruption that causes you to stop what you’re doing.

Now you’re rethinking everything you once thought was true!

Here are a few powerful headline templates to try immediately to boost your organic CTR:

[ ______________ ] Using These 5 Strategic Moves
10 Quick Moves to [ ________________ ] and Increase Revenue
How I Used These 5 Moves to [ ____________ ]

Interested in more headline tips to increase your CTR and boost your rankings? Start with my in-depth guide on headlines.

4. Get reviewed and featured in round-ups

Sometimes, spending money on PPC ads to rank higher for keywords isn’t an option.

Spending too much time and money on creating long-form guides to rank for your desired keywords also may not be feasible.

Luckily, you can still get your name featured in top-ranking content! All while doing a fraction of the work.

Rather than having your official site placed on the top page of Google from AdWords or organic rankings, you can get featured in round-up posts with minimal time and effort.

Here’s what I mean:

Just go to Google and search “best SEO tools 2017”:

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All the results are roundup-style posts in which the authors review and analyze the top tools.

It’s basically free advertising.

You can get your name out to thousands upon thousands of consumers a month who are clicking on those top-ranking posts.

For example, let’s click on the first result from PC Magazine:

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They cover each SEO tool, providing reviews of each feature the tools have and then helping to prioritize them for everyone else.

Now, you can use these roundup-style posts to your advantage. Rank well on these posts, and you’ll get tons of traffic in return.

For example, thousands of people are already searching for “SEO tools.”

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Then you can conduct outreach to have your tool featured in those comparisons.

And that traffic can be huge:

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If you’re featured on all of the comparison posts that already rank on the top page, you’re going to get traffic from each one of those.

And this traffic will already be primed to buy from you.

A few simple outreach efforts can now save you years of grinding away in obscurity to get your brand in front of eager searchers.

No time, no money, and just a little effort can still get your brand in the top results.

If the deck is stacked against you in one game, just switch the game that you’re playing.

Conclusion

Showing up on the first page of Google is nearly impossible if you’re just starting out.

That’s harsh, but it’s also true.

Industry leaders who’ve been producing content for years dominate all of the best keywords and SERPs.

Many of them have been spending millions on big-budget ad campaigns, too.

So you can’t expect to rank first when you’re new.

The competition is already so far out ahead. They’ve been accumulating thousands of links and countless shares while this business was still a twinkle in your eye.

Their brands are well-established, and their authority is too high.

But you still need organic traffic to thrive and keep your business growing.

Thankfully, there are a few workarounds.

Try researching and producing content for long-tail keywords. The volume might be lower, but so is the competition.

Use sneaky tactics like PPC ads to rank above the organic results for an extremely popular ‘head’ keyword that you know you’ll never be able to rank for organically.

Try getting reviewed in roundup-style posts to get featured on top articles.

There’s plenty of unconventional methods to get your brand in front of the traffic that you crave.

You just have to get a little creative and understand that you might not always rank for the top terms.

But other methods exist to get similar results if you know where to look.

What strategies have you used to rank on the first page of Google?

Source: How to Show Up on the First Page of Google (Even if You’re a Nobody)

What is SEO by Moz
10- Apr2017
Posted By: DPadmin
133 Views

What is SEO?

“So what actually is SEO?”

“How do you get started in SEO?”

 

As the owner of a Search Engine Optimization company, I get asked these questions everyday, and the answer is always changing!  Search Engines make algorithm changes constantly and at Guardian Owl Digital we help our clients experience ROI from, keep up with, and understand how changes impact their business.  From the above Pie Chart by Moz, you can see just how much goes into actually optimizing a website for online visibility.

 

So how do you get started?  I always advise trying to accomplish these 7 tips first.  If you can accomplish all 7, GREAT! You saved yourself around $600 of work and can let the experts take over!

In most cases, clients don’t have the time or expertise to even get the fundamentals in place because they are running their own business! That’s why were here:)

 

In addition to managing SEO and consulting for our clients, we provide additional services like Paid Ad’s on Google & social networks, Google Analytics data mining, link building and strategy, and content recommendations. All of these services are needed to help our clients gain visibility and continue to rank high on search engines!

 

If you got this far and your head is spinning, give us a shout!  We can provide a free visibility report to help you get started!  Contact info@guardianowldigital.com or call us at 502-822-6695.

 

08- Sep2016
Posted By: Mandy Jackson
131 Views

Why Cyber Monday SEO Strategy Starts Weeks in Advance | PerformanceIN

Doesn’t it seem like shopping for the holidays arrives earlier and earlier every year? When purchasing a Halloween costume, Christmas decorations are already for sale. But this isn’t anything new.

During the last few decades, consumers have become accustomed to the mania that surrounds “Black Friday,” arguably the most popular shopping day of the year. More recently, online shopping has evolved and taken on a life of its own in the form of Cyber Monday, which falls on November 30 this year.

Since 2010, Cyber Monday has repeatedly been the biggest US online shopping day of the year. In fact, last year’s sales surpassed the $2 billion mark, with mobile traffic accounting for 45% of all online traffic. Online retailers – you better be prepared.

My tenure in the SEO space has given me a large amount of experience helping online shops prepare for the holiday onslaught. As we all know, SEO is key to any campaign, including holiday-centric ones, and is an ongoing and time-sensitive practice that cannot be ignored. Incorporating a SEO strategy into your Cyber Monday efforts this year is crucial and must be done well in advance.

How in advance? You should have already started.

1. Don’t get stuck in rush hour traffic

I would begin by putting a comprehensive plan in place prior to the season. Determine the products or services that are most important to your business and begin to research specific metrics such as keyword traffic, competitive analysis, and possible long-tail keyword options. The last thing you want to be doing before the big push is scrambling last minute to understand these key audience indicators.

Remember, if you are targeting keywords that have high traffic and lower competition, you have a better chance to move up the SERP in a timely manner.

2. Give yourself a boost

There are several tactics for an advertiser when it comes to boosting organic rankings as the holiday season arrives. Once you have crafted your plan, you can begin building rich and engaging content.

Rich content can come in the form of a comprehensive blog post about a specific product, or even additional text on your site’s product page that better informs a potential buyer and assists them in making a quicker purchasing decision. Adding to existing product pages tells search engines you are actively seeking traffic for specific products.

In terms of content that incorporates graphics, I suggest infographics as they enable you to display a substantial amount of pertinent information visually and can be shared on social media channels.

The richer and more comprehensive your content is, the better your ranking potential is.

3. Attract the right crowd

Another proven strategy I suggest is utilising your engaging content to attract influencers and other similar authoritative sites that may be interested in linking to your content. There has been a debate in the SEO space over the past few years on the importance of link building and the impact it has on organic rankings. Most seasoned experts in this field would still agree that building a high-quality and diverse backlink structure will have a significant impact on your organic rankings, especially if you are linking quality off-site content to quality on-site content.

Content marketing and rich content, such as the aforementioned infographics, are both popular and effective practices in building these links. The more engaging and creative your content is, the more sites will pick it up and help send link juice and authority signals to your site.

The end result

Once results are in, ongoing analysis and development is the best next step. Analyse what was successful and what didn’t work so well for next year’s Cyber Monday, you are armed with knowledge that will increase your chances of success.

To put it simply, in order to have a good SEO plan for Cyber Monday, and the holidays in general, you must plan ahead as best possible. SEO is a long-term commitment not just specific to any given holiday, and one that can provide and optimise ROI when practiced correctly. Be sure to close out Q4 on a high note, with SEO on your side.

 

Source: Why Cyber Monday SEO Strategy Starts Weeks in Advance | PerformanceIN

24- Feb2016
Posted By: Guardian Owl
277 Views

Google To Shut Down Google Compare Products In US And UK On March 23

The vertical lead generation programs for credit cards, auto insurance, mortgages and travel insurance will start winding down Tuesday, February 23.Google’s lead generation product known as Google Compare, will start sunsetting this week.Google’s lead generation product known as Google Compare, will start sunsetting this week.

In an email sent to partners and acquired by Search Engine Land, the Google Compare Team told Compare partners on Monday night that the product will start to wind down on Tuesday, February 23, 2016. Google Compare will shut down completely in both the US and UK — the two markets where Compare is offered — one month later on March 23.

The email to Compare partners:

From: Google Compare Team
Subject: An Update on Google Compare

Dear Partner,

Beginning on February 23, 2016, we will start ramping down the Google Compare product, which is currently live in both the US and UK. We plan to terminate the service as of March 23, 2016. As you know, Google Compare (formerly Google Advisor in the U.S.) has been a specialized, standalone service that enables consumers to get quotes from a number of providers for financial products such as car and travel insurance, credit cards and mortgages.

Despite people turning to Google for financial services information, the Google Compare service itself hasn’t driven the success we hoped for. We greatly appreciate your partnership and understand that this decision will be disappointing to some. But after a lot of careful consideration, we’ve decided that focusing more intently on AdWords and future innovations will enable us to provide fresh, comprehensive answers to Google users, and to provide our financial services partners with the best return on investment.

We’re grateful for all the feedback that you have provided over the course of this product’s development, and we are looking forward to partnering with you to achieve greater success in the future.

We will work with you during this transition and beyond. Please reach out to your Google representative if you have any questions and to discuss the next steps.

The Google Compare Team

Google has confirmed the email’s authenticity.

The company only recently began rebuilding the Compare product from the ashes of the Advisor program in the US. The single piece left standing from that initial effort was the credit card offering — savings accounts, CDs and mortgages had all discontinued. Compare for Auto Insurance launched just last March, starting in California. Then Google relaunched Compare for Mortgage quotes in November with Zillow and Lending Tree among the launch partners. Both of those relaunches had limited roll outs. In the UK, Google Compare has been running since 2012 for car insurance, mortgage rates, credit cards and travel insurance.

A Google spokesperson told Search Engine Land that while searches on these queries remained high, the product didn’t get the traction it hoped for and revenue was minimal. That’s in part due to the limited availability of the products in both the US and the UK.

In the UK, the Compare product also came under scrutiny in 2014 by the Financial Conduct Authority, the UK financial services industry regulator, when comparison sites complained Google was competing unfairly by placing its own product at the top of the search results. However, any legal concerns did not play a role in the decision to close Compare, we’re told.

What’s next? Google says the focus will primarily be on AdWords and transitioning partners to standard ad products. However, it may still focus on the space and look at new product avenues.

While the move will come as a surprise to many outside the company, apparently internally this decision to terminate Compare is not coming as a shock. The Google spokesperson said the company will help Googlers currently working on Compare find new roles within the company.

Source: Google To Shut Down Google Compare Products In US And UK On March 23

19- Feb2016
Posted By: Guardian Owl
381 Views

Mark Cuban’s Big Idea to End the Apple Encryption Battle

The FBI is pressuring Apple to help the agency bypass the iPhone’s security features to unlock the San Bernardino terrorist’s smartphone. Here’s Mark Cuban’s thoughts on the matter.

Mark Cuban, entrepreneur and owner of the basketball team the Dallas Mavericks, says Apple is doing the right thing by refusing to build special software to help the FBIunlock an iPhone belonging to one of the terrorists who carried out the mass shooting in San Bernardino in 2015.

Using a 227-year-old law, the FBI is demanding that Apple write a new version of its iPhone operating system to help the agency bypass the encryption security features in the iPhone belonging to Syed Rizwan Farook, who along with his wife Tashfeen Malik shot and killed 14 people at a holiday party at the Inland Regional Center in San Bernardino on Dec. 2. But Apple has refused to build the backdoor, explaining in a letter released to the public this week that the new iOS program could have disastrous effects on the privacy of every iPhone user.

In a blog post, Cuban writes that if Apple complies with the FBI’s demands it could start rolling down a “slippery slope of lost privacy.” The FBI says it just wants a one-off program to decrypt the locked iPhone, but Apple says once the ability to decrypt an iPhone is created it could be used to unlock any iPhone user’s phone–effectively opening a Pandora’s box that could never be closed.

Cuban says the potential for abuse could threaten the privacy millions of people.

“Every tool that protects our privacy and liberties against oppression, tyranny, madmen and worse can often be used to take those very precious rights from us. But like we protect our 2nd Amendment Right [sic], we must not let some of the negatives stand in the way of all the positives. We must stand up for our rights to free speech and liberty,” Cuban writes.

The major sticking point is that no law exists that would compel a company to write software to crack its own encrypted software, so the FBI is using the All Writs Act of 1789, which George Washington signed during the creation of the federal court system. The Act is a vague catch-all that empowers courts to issue orders even though a law doesn’t exist yet.

Apple is framing the FBI’s use of the law as a dangerous precedent, reminiscent of the NSA’s mass surveillance program revealed by Edward Snowden.

“If the government can use the All Writs Act to make it easier to unlock your iPhone, it would have the power to reach into anyone’s device to capture their data,” Tim Cook wrote in a customer letter. “The government could extend this breach of privacy and demand that Apple build surveillance software to intercept your messages, access your health records or financial data, track your location, or even access your phone’s microphone or camera without your knowledge.”

But Cuban has an answer. Cuban admits he is not one to propose more laws, but he says the All Writs Act is dangerously vague and could lead to the wholesale loss of our nation’s privacy. His answer is to create a new law specifically tailored to this unique situation, which was created by the fact that technology moves faster than law. Check out Cuban’s proposed law below:

“A company can only be compelled to remove any type of security or encryption from a smartphone or tablet, and only a smartphone or tablet, under the following circumstances:

1. There has been an event, with casualties, that has beendeclared an Act of Terrorism
2. There is reason to believe that the smartphone was possessed by a participant in the Act of Terrorism.
3. The smartphone must have been on premise during the event.
4. The terrorist who was in possession of the smartphone or tablet must be deceased.”

Source: Mark Cuban’s Big Idea to End the Apple Encryption Battle | Inc.com

19- Feb2016
Posted By: Guardian Owl
435 Views

App Store SEO: The Inbound Marketer’s Guide to Mobile – Moz

As the app ecosystem grows, many marketers are turning their sights towards mobile app marketing. Today’s post provides a high-level view of App Store Optimization, and gives tips on how to break into the rapidly expanding world of apps.

How to Optimize for App Store Search Engines

Let’s dive into search in the app stores, and how the search engines differ based on platform.

First things first; remember I mentioned that the app ecosystem reminds me of the web in the mid-to-late 90’s? Keep that picture in your head when you think of search. App store search hasn’t been “figured out” in the same way that Google “figured out” search on the web. Simply put, we’re still in AltaVista mode in the app ecosystem: something better than Yahoo’s directory provided, but not incredibly sophisticated like Google would become in a few more years.

Just like the web has on-page and off-page SEO, apps have on-metadata and off-metadata ASO. On-metadata ASO include factors totally within your control and are often things dealing with your app store presence. Off-metadata ASO include factors that might not be entirely in your control, but which you can still influence. Here are a few of the most important knobs and levers that you as a marketer can turn to affect your search performance, and some quick tips on how to optimize them.

On-Metadata

App Title

An app’s title is the single most important metadata factor for rank in ASO. It’s equivalent to the <title> tag in your HTML, and is a great signal to the app stores as to what your app is about. On the web, you want your title to include both a description of what you do (including keywords) as well as some branding; both elements should also exist in the app store. Be sure to include the keywords, but don’t be spammy. Make sure it parses well and makes sense. Example: “Strava Run – GPS Running, Training and Cycling Workout Tracker

Description

Patrick Haig, our VP of Customer Success, likes to break descriptions down into two sections: above the fold and below the fold (sound familiar?). He says, “Above the fold language should be 1-2 sentences describing the app and its primary use case, and below the fold should have a clear and engaging feature set and social proof.” We’ll dig into some of the differences about the description field across platforms below.

Keyword Field

The Keyword Field in iOS is a 100 character field which you can use to tell iTunes search for which keywords you should show up. Since you only get 100 characters, you must use them wisely. A few tips:

  • When choosing your keywords, just like on the web, focus on relevancy, search volume, and difficulty.
  • Don’t use multiple word phrases; break out to individual words (Apple can combine them for you).
  • Don’t repeat keywords that are already in your title (and put the most important ones in your title, leaving the keyword field for your secondary keywords).
  • Separate keywords with commas, and don’t use spaces anywhere.

Icon

Consumers are finicky. They want apps which are beautiful, elegant, and simple to understand. Your icon is often their first interaction with your app, so ensure that it does a great job conveying your brand, and the elegance and usefulness of your app. Remember, in search results, an icon is one of the only ways you can convey your brand and usefulness. Think of it as part of the meta description tag you’d create in SEO. For example, SoundCloud does a great job with their icon and branding.

Screenshots

The most important rule to remember when creating your screenshots is that they should not be screenshots. They are, instead, promotional graphics. That means you can include text or other graphics to tell your app’s story in an interesting, visual way.

Especially in iOS, where the card layout shows your first screenshot, it is incredibly helpful when an app displays a graphic which explains the app right up front, increasing conversions from search results to viewing the app page and, ultimately, installing the app.

The best app marketers also use their screenshots promotional graphics together to create a flow that carries the user through the story. Each graphic can build off the previous graphic, giving the user a reason to continue scrolling and learning about your app.

Here’s a great example of using the screenshots effectively by our friends at Haiku Deck.

As the app ecosystem grows, many marketers are turning their sights towards mobile app marketing.

Off-Metadata

Outside of your direct control, you’ll also want to focus on a few things to ensure the best performance in ASO.

Ratings

Average Ratings

Every app has a rating. Your job as a marketer is to ensure that your app gets a great overall rating. Rating is directly tied to performance in app store search, which leads us to believe that rating is a factor in app store search rankings.

Reviews

Similar to ratings, you want to ensure that the reviews your users write about your app are positive. These reviews will help increase your conversion rate from app page views to downloads.

For a great product to help you increase your rating and reviews, check out Apptentive.

Link-building

This is discussed further below, but suffice it to say, link building to your app’s page in the app store matters for Google Play apps. Given you all are SEOs, you know all about how to rock this!

How Do iOS and Google Play Differ In App Store Search?

The differences in the platforms mean that there are different levers to pull depending on the platform. Google Play and iOS act completely independently, and often, quite differently. The differences are wide-ranging, but what are a couple of the main differences?

In general, the way to think about the differences is that Google is Google and Apple is Apple. Duh, right? Google has the built the infrastructure and technology to learn from the web and use many different data points to make a decision. Apple, on the other hand, doesn’t have indexes of the web, and comes from a background in media. When in doubt, imagine what you’d do if you were each of them and had the history each of them has.

Here are a couple concrete examples.

Description versus Keywords

In iOS, there’s a keywords field. It’s easy to see where this came from, especially when you think of iTunes’ background in music: a song has a title (app title), musician (developer name), and then needs a few keywords to describe the song (“motown,” “reggae,” etc.). When Apple launched their app store, they used the same technology that was already built for music, which meant that the app title, developer name, and keywords were the only fields used to understand search for an app. Note that description isn’t taken into account in iOS (but I expect this to change soon).

On the other hand, there is no keyword field in Google Play; there is only a description field. Thus, while iOS doesn’t take the description into account, in Google Play the description is all you have, so be sure to do exactly the same as you do on the web: cater your content towards your keywords, without being spammy.

Leveraging PageRank in Google Play

Another big difference in iOS and Google Play is that Google has access to PageRank and the link graph of the web, while Apple does not. Thus, Google will take into account the inbound links to your app’s detail page (for example, https://play.google.com/store/apps/details?id=com.symantec.mobilesecurity) as a factor in Google Play search, while Apple has no such factor.


How To Measure Success In App Marketing

It’s very difficult to measure success in app marketing in the same way you can measure success in web marketing. This is especially true when you’re working with inbound channels. It’s still early, but it’s continuously getting better, with more tools and services coming out all the time to help marketers understand success. Here are some of the ways I recommend measuring success in the app store today:

Search Rankings

Just like on the web, a great way to measure your success in app store search is to track your ranking for specific search terms you care about over time and versus your competition. Rank tracking is incredibly valuable for ASOs to understand their progress.

Top Charts

Top Charts, especially Top Charts within a particular category, do a great job of allowing you to understand your success in relation to the rest of the apps in your category.

As the app ecosystem grows, many marketers are turning their sights towards mobile app marketing.

Ratings and Reviews

Just as ratings and reviews will help your ASO, they are also great metrics to track over time for how you’re doing with your app marketing. Keep track of what users are saying, how they’re saying it (pro tip: listening to their language is a great way to do keyword research!), and what they’re rating your app.

Downloads

Taking it one step further, correlating your search rankings to downloads will allow you to understand the effect your increased ASO is having on your app performance. One way we do this is to integrate with iTunes Connect and overlay your search rankings with your downloads so you can visually see how closely related any one keyword is with your downloads. It’s not perfect, but it helps!

Conversion and Revenue

At the end of the day, revenue is the most important metric you should be understanding. Of course, you should be tracking your revenue and doing the same correlation with search performance. In addition, you should watch your conversion rate over time; we often see apps whose conversion rate soars with an increase in ASO because the users are so much more engaged with the app.


Tools And Resources To Use To Help With App Marketing

To conclude this post, I want to quickly talk about some tools and resources to use to help your app marketing process.

Sylvain has written some great content and has some incredible insights into app marketing and ASO on his company’s (Apptamin) blog.

I mentioned Apptentive above, and they really are the best way I know to impact your ratings and reviews, and get great feedback from customers in the process.

In addition to having a great, free, in-app analytics product (Flurry Analytics), as well as an interesting paid advertising product (AppCircle), Flurry also posts some of the most interesting data about the app ecosystem on their blog.

If you’re looking to obtain some amount of attribution for your paid advertising (inbound can’t be split out, sorry!), MobileAppTracking is where it’s at. It allows you to understand which paid channels are performing best for you based on the metric of your choosing. Best of all, you only pay for what you use.

App Marketing Tools

This is, of course, a shameless promotion. That said, our product is a great way to understand your performance in app store search, help you do keyword research, and give you competitive intelligence. We offer a free (forever!) tool for Indie developers and scale all the way up to the largest Enterprise customers.


Now It’s Your Turn–> Visit the link below to get the full list to help guide you along your optimization way!

Source: App Store SEO: The Inbound Marketer’s Guide to Mobile – Moz

18- Feb2016
Posted By: Guardian Owl
249 Views

SEO is a Long-Term Investment- Marketers Feel Pressure

Even though SEO is a long-term investment, marketers often feel pressured to show progress quickly. Columnist Dan Bagby for Searchengineland provides some ideas for quick wins that can show value while waiting for your longer-term initiatives to start gaining traction.

Even though SEO is a long-term investment, marketers often feel pressured to show progress quicklyWhen you start at a new company as the SEO specialist or pick up a new client, one thing everyone wants is to see quick results. The fact that SEO takes time can be a struggle as you try to show value while also satisfying your own desire to make an impact.

Here are a few SEO techniques that will let your colleagues or clients know you are the real deal, bringing value with your expertise.

1. Win With Featured Snippets

Winning a featured snippet spot can have a huge impact, bringing organic traffic to a page. Although getting featured in the quick answer box is not guaranteed, there is a pretty simple formula for optimizing your content for it.

Even though SEO is a long-term investment, marketers often feel pressured to show progress quicklyStart by going to the Google Search Console to find rankings for queries that contain a question — you can do this by filtering for queries containing “how,” “what” or “why.”

Once you have a list of keyword phrases, check search volume and prioritize your list, focusing on the keywords with the highest search volume. If you do not currently rank for any question-related keywords, think of a simple question you can answer, and create the content to answer that question.

Increase your chances of being featured in the quick answer box by making on-page improvements:

  1. Provide a detailed answer in a bulleted or numbered format that specifically answers the question posed by the search query.
  2. Add a video to the page that answers the question (with transcription).
  3. Add additional information that adds more value to the page for the reader.

Once your content has been revised, submit it to be indexed, and share it on Google Plus, so that the changes are noticed quickly. To learn more about optimizing for featured snippets, check out this article by Eric Enge.

2. Optimize Existing Content

It is much easier to improve a strong existing page’s ranking a few spots in the SERPs than it is to get a new (or poorly ranking) page to show quick results.

Knowing that you see the biggest bumps in traffic when you get into the top three results, target content ranked in position 3 to 10. Improving bounce rates or building on pages that are converting can also be a great way to see big gains from a small time investment.

There are several ways to identify which pages to focus on:

  1. Going back to the Search Console, sort keywords by rank to find keywords ranked between 10 and 3.
  2. Looking in Google Analytics, find pages with a high bounce rate but decent traffic.
  3. Also in Google Analytics, find pages with high conversion rates. Check what keywords are driving traffic through Search Console, and focus on optimizing for those keywords.

What can you do to improve these pages and see results quickly? Here are some ideas

On-Page Optimization

  • Modifying the basic on-page ranking factors to improve search engine optimization.
  • Find internal pages that are related to your target pages, and create new internal links from the related pages to the target pages.
  • Share on Google Plus and submit to Google to be crawled.

Crowd Source Content For Quick Links

One way to quickly improve a page’s content (and possibly gain links) is by reaching out to influencers. Keep it simple by asking influencers to contribute to a page you are trying to improve.

For example, if you have a page you wrote about the best places to eat in Austin, you could reach out to food bloggers in Austin and ask them for their opinion on the best new restaurants.

Even more effective is to ask them if they have a blog post about those specific restaurants that you can link to. They will gladly give you content to link to while you get more content to add to your page.

Once the updates are made, let the influencers know by email and via Twitter. This can result in additional social shares and possibly links for the influencers. You can also use this technique when you are creating a brand-new page.

Optimizing For Search Intent

I often find pages ranking well for queries that do not fit the page. For example, I might see an article ranking for queries related to “finding influencers” that is really more focused on how to reach out to influencers. Fixing this will likely improve rank and lower bounce rate.

  1. If the page does not rank for other keywords, and the keywords currently driving traffic are strategic for your site, rewrite the article completely focusing on those keywords.
  2. If you want to maintain the article, you can add a section to better answer the query that it already ranks for.
  3. If the information that would match the search intent does not belong on the page, write a new page that answers the questions, and link to it from the ranking post with keyword-rich anchor text.

3. Improve Rank For Converting Pages

Look at Google Analytics to find the pages that are converting. Use Search Console to find the keywords driving traffic to that page. You can also look at paid campaigns to see top-converting keywords.

Focus on these keywords and pages to see quick results and really prove the value in SEO.

4. Find Competing Content

Check your site for several pieces of content on the same topic and combine the pages. Make sure to redirect URLs so that there is only one page.

5. Fixing 404 Errors

There are several tools that make it easy to find 404 errors. You can fix links by reaching out to site owners that have the broken links or redirect the broken URL to a live page.

Final Thoughts

While SEO is a long-term investment and can take time to show results, there are always a few things you can do to show quick value. I have included only included a few opportunities here, but there are many other techniques like using other sites to get content ranking quickly. What are some of your techniques to get quick results?

is a long-term investment, marketers often feel pressured to show progress quickly. Columnist Dan Bagby provides some ideas for quick wins that can show value while waiting for your longer-term initiatives to start gaining traction.

Source: Quick Wins To Beat The SEO Waiting Game

16- Feb2016
Posted By: Guardian Owl
304 Views

Special Edition Batman v Superman Galaxy S7 Edge Coming? | Digital Trends

 

The Dark Knight and the Man of Steel will finally do battle on March 25, with Samsung possibly cooking up a special-edition Galaxy S7 Edge to commemorate the occasion, reports South Korean outlet Naver.

According to the publication, Samsung will launch a Batman v Superman edition of the Galaxy S7 Edge, which will reportedly be decked out with wallpaper, ringtone, and a design based on the movie. However, Samsung allegedly won’t stop there, as the South Korean outfit will also release other special variants of the Galaxy S7 and its curved-edge equal. They include one inspired by the 2016 Winter Olympics, while another will reportedly be done in collaboration with a popular South Korean singer.

Related: Galaxy S7 and Galaxy S7 Edge rumors and news

Samsung has yet to confirm or deny the existence of any of these special-edition smartphones, let alone the Galaxy S7 and the Galaxy S7 Edge themselves. However, it wouldn’t be the first time Samsung ventured into the world of special-edition handsets, as the company released the Iron Man limited edition Galaxy S6 Edge last May.
If the three aforementioned limited editions are anything like the Iron Man smartphone, however, they will be pricey and they will be available in very limited quantities. Not only were there only 1,000 Iron Man Galaxy S6 Edge units made, but they were so expensive that one Amazon reviewer wrote he sold his genitalia, left foot, and wife on the black market just to get one. Grim stuff.

Regardless, this makes us wonder what the Batman v Superman Galaxy S7 Edge would even look like. Even though The Avengers: Age of Ultron contained multiple superheroes, Samsung and Marvel opted to go with Iron Man, so it will be interesting to see who Samsung and DC Comics roll with. Our money’s on Batman, since Samsung isn’t exactly known for releasing smartphones with outlandish colors, such as a Superman edition would require, but my personal pick is Wonder Woman, who also has a starring role in the movie.

Also watch: Samsung Galaxy S7 could get upstaged by 360-degree VR cam
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g reportedly looks to continue its release of limited edition smartphones by releasing a special edition Batman v. Superman Galaxy S7.

Source: Special Edition Batman v Superman Galaxy S7 Edge Coming? | Digital Trends

14- Feb2016
Posted By: Guardian Owl
199 Views

AdWords Automated Bidding Gets An Overhaul: Welcome, Portfolio Bid Strategies

Terminology changes come with some new functionality, including the ability to set different CPA targets at the ad group level within the same bid strategy.

Google is going to be rolling out a revamp of AdWords automated bidding. Some of the changes are just semantic, but the workflow is also getting an update.

First the naming changes:

  1. Flexible strategies will be called “portfolio” bid strategies. The change is meant to better indicate that a single strategy can be applied across multiple campaigns, ad groups — and keywords, in some cases.
  2. A strategy that is applied to a single campaign is called a “standard” bid strategy.
  3. Conversion Optimizer will be called Target CPA for all new bid strategies to simplify the nomenclature. Target CPA can still be applied as a “standard” or a “portfolio” bid strategy.

Now for the functionality updates:

  1. Managers will be able to create or add to bidding strategies from the Campaigns Setting tab — no more need to dive into the Shared Library.
  2. Portfolio bid strategies for Target CPA can have different CPA goals for separate ad groups. “For example, if you’re a clothing retailer with multiple ‘Accessories’ ad groups in a bidding portfolio, you may want to set a lower CPA target for ‘Socks’ compared to other product categories with higher average order value.”

Adwords target CPA bid strategy

Note that Portfolio bid strategies can not be applied to video or universal app campaigns

.The periodic Table of SEO success factors

In December, Google added new reporting features for automated bidding. These latest updates will start showing up in accounts over the next few weeks.Google Adwords

Source: AdWords Automated Bidding Gets An Overhaul: Welcome, Portfolio Bid Strategies

09- Feb2016
Posted By: Guardian Owl
429 Views

Super Bowl Ads drove 7.5 incremental searches for Advertisers

Google stated that 82% of TV ad-driven searches during the Super Bowl occurred on mobile devices. This year, the ads drove 7.5 million incremental searches during the game which was a 40 percent higher lift than last year.

The winning Super Bowl Ad of 2016? Audi, “Commander” won the top spot.  Four of the top five ads driving lift in brand search were from automotive manufacturers: Audi, Acura, Honda and Kia.