06- Apr2018
Posted By: DPadmin
26 Views

Overcoming 4 black hat SEO techniques that spammers and scammers use to harm your search rankings

This might come as an utter shock, but not everyone on the web plays by the rules.

The dark side of SEO can be particularly crippling to a business if they aren’t aware of how to fight back.

All those algorithms Google and other search engines use to identify sites that demonstrate genuine value to its audience – and to reward accordingly with higher search rankings – also include mechanisms to suppress sites that do a poor job at offering relevant, useful information.

Unfortunately, competitors, scammers, and other disgruntled parties that want to digitally damage a business’ reputation have a number of negative SEO techniques at their disposal.

Here are four negative (or black hat) SEO tactics to keep a keen eye out for, and how you can protect your site – and your business – from being a victim.

1) Link farms and spammy backlinks have framed your site as the bad guy

In this particularly infuriating technique, bad actors will use link farms to direct high volumes of spam-quality links to your site. The attacker’s goal here is making it look like your site is trying to cheat the algorithms with a horrendously executed link-building campaign. Yes, it’s a digital frame job.

The malicious party will likely repeat content associated with the backlinks across a range of sites that themselves have negative reputations. By doing so, the search algorithms are certain to flag your site as engaging in bad SEO practices, and you will be penalized accordingly.

Checking for potential spammy backlinks

Your solution: Link monitoring and reporting

Up-to-date and accurate knowledge of where your website’s traffic is coming from is critical to stopping this. Recognizing a negative SEO backlink campaign in its earliest stages will help mitigate its detrimental effects.

Allowing it to proceed unchallenged for even a few weeks can result in significant damage to your site’s reputation that will be much more difficult to repair.

Active link monitoring is also a good habit to get into to proactively combat link farms and nefarious backlinks. When bad links point to your site, submit a list of the domains through Google Search Console and disavow these backlinks. Do this regularly to ensure that any spam links from unscrupulous domains do not influence your search rankings.

2) Someone is duplicating your original content and spreading it with link farms

High-quality content takes a good deal of effort to create, so perhaps it’s no surprise that other sites might be tempted to copy it from yours and present it as their own.

This is, of course, copyright infringement, and it is bad enough when done just for the benefit of the stolen content itself.

However, black hat SEO types like to take it a step further by scraping content before search engines crawl it. They then duplicate the content across link farms so that confused search engines actually penalize your site for posting spammed blog posts, whitepapers, or whatever great content you created.

Your solution: Report copyright infringement immediately

Again, vigilance is the answer. When you find that your content is being used elsewhere, an appropriate first step is to contact the site and let them know.

Ideally at this point, a known content contributor is responsible and the website’s management was wholly unaware (and will gladly take down what is not rightfully theirs).

If that option is exhausted and you still have an issue, however, the search engines need to be made aware. Use Google’s Online Copyright Infringement form to establish yourself as the rightful owner of the content in question; doing so will protect your site from SEO penalties related to that content. 

3) Your site is hacked and content has been altered

Hacking and malware attacks are growing concerns for just about any website today, but the subtle application of these methods to harm your SEO may come as a surprise to many.

This technique is especially dangerous because it may go completely unnoticed: attackers that gain access to your site may target older or less viewed pages, or they might make changes that aren’t apparent on the surface.

A malicious actor with access to your site – perhaps the lifeblood of your business – is a scary prospect. They might fill your site with duplicated, low-quality, or unwholesome content that is sure to be flagged by search engines. Links on your webpages might also be redirected to problematic external sites.

Making matters worse, your content can be altered in several kinds of ways, including at the HTML level where only a careful look at the code can reveal what has actually been done.

Your solution: Site audits and monitoring

A watchful eye on webpage performance across your site can usually expose any anomalies caused by hacked content. For example, traffic spikes on pages with normally consistent traffic, new backlinks to old pages, abnormal backlinks, or ranking increases for abnormal keywords can be telltale signs of subtle content changes that need to be investigated.

Websites should also be sure to take care in controlling access to content. It is not unheard of in these situations that the culprit is actually a former employee or contributor, intent on causing mayhem by using legitimate credentials that should have been revoked when the business (and the site) parted ways with them. 

4) Fake reviews are bringing down your company’s reputation

It remains relatively easy to fill review sites such as Yelp, Google, and a host of others with false and/or negative sentiments in an effort to discredit a business. These efforts can absolutely reduce your local SEO, which will almost assuredly hamper web traffic and sales.

Fake reviews can be recognized by a few typical attributes. A sudden spike in negative reviews, with no corresponding event to explain them, should immediately be suspect. Negative reviews all posted in the same window of a few hours or days are worth investigating as well.

Fake reviews tend to be short and not very descriptive, since there’s no actual experience for them to describe. The reviewers’ profiles offer clues as well: if a reviewer lacks a history of posting reviews, it may well be an account created specifically for this negative SEO attack.

Your solution: Report fake reviews

Any business can expect some degree of negative feedback, and most might even view it as useful criticism when appropriate. However, fake reviewers don’t require feedback or courtesy.

Review sites – including Google and Yelp, two of the most important to many businesses and their SEO – usually offer the review subject a mechanism for flagging fake reviews. Protect your site by being diligent in doing so.

The solutions above contain a clear running theme: the price of freedom from negative SEO is constant vigilance. By monitoring key metrics of your site and your digital presence (and taking swift action when necessary), you can keep your site and its standing with search engines safe no matter what black hat SEO types try.

Source: Overcoming 4 black hat SEO techniques that spammers and scammers use to harm your search rankings | Search Engine Watch

14- Aug2017
Posted By: DPadmin
127 Views

Cost-effective digital advertising methods that every brand must adopt

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 ..

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

11- Aug2017
Posted By: DPadmin
161 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
166 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
134 Views

Five Reasons Why Entrepreneurs Should Consider SEO As An Investment

Small businesses can compete with large companies if they keep in mind that search engine optimization is a marathon, not a sprint.

Entrepreneurs who are new to online marketing strategies may have read somewhere that search engine optimization is dead. While most people may believe that the era of the SEO is long gone, Trond Lyngbo of Search Engine Land wrote a list of reasons a few years ago about why entrepreneurs should be optimistic with their investment in SEO.

Contrary to popular belief, the so-called “death” of SEO is just a rumor. According to Lyngbo, “The digital marketing strategy is not a cost but an investment.” Rumors become irrelevant if entrepreneurs look at what top Google placement can do for business growth over the coming years.

With over a decade of experience and knowledge in the online marketing field, I agree with his reasoning on the importance of investing in SEO as an entrepreneur and how impactful the results can be. Therefore, I have five reasons for entrepreneurs to consider search engine optimization as a long-term investment instead of a cost:

It’s cost-effective.

The No. 1 reason why I find SEO to be a smart investment for entrepreneurs is the cost effectiveness. Almost any business can hire a specialist to help grow their business by shifting around unnecessary expenses or cutting advertising mediums that aren’t producing. With proper optimization, businesses can expect long-term results and benefits. Unfortunately, we should also consider how much we spend for the service. Forbes contributor Jayson DeMers recently wrote about the dangers of “cheap” SEO services. You can expect low-quality content, black hat techniques, and inexperienced optimizers usinga cheap SEO. Look for a reliable professional with a track record and a knowledge that surpasses textbook answers. Overall, your investment in a sound digital marketing strategy is crucial to your business growth and success.

It levels the competition.

I often encourage my clients to dream big because I know we can dominate their competition online. With the help of proper optimization, you can reach your target audience with efficiency. Rebecca Stickler, a content marketing specialist, wrote, “With a strong SEO strategy, your small business can compete with even the biggest business organizations.

The biggest advantage of online marketing is that it levels the playing field for small businesses. The highest rank doesn’t go to the company with the most money, but instead goes to the business that understands and deploys effective SEO techniques.

It can yield attractive long-term results.

Rhea Drysdale, CEO of Outspoken Media, told a Search Engine Land writer that “website owners should invest in long-term goals rather than the short-term goals.” She also pointed out that short-term goals will do more harm than good to the business. Although instant reward from a pay-per-click campaign might be enticing, it is better to invest in slow yet effective long-term SEO results that can yield a much higher ROI over time. Google pays attention to how fast links are built to a site. Because of this, entrepreneurs should focus on building their business toward the top with a slow-yet-consistent pace.

In an interview, Lane Ginsberg of Freedom Retirement Advisors told me that, “Investing in your business is a lot like investing in stocks: The short-term stuff can be exciting and can bring some results, however, the long-term investment is where you really see the payoff, but it requires patience and confidence.”

It helps people find your business.

In our modern, digital world, information is just a few clicks away for anyone at any moment. “Times have changed,” Jason Hennessey wrote a few years ago in a Business Insider article: “SEO marketing campaigns ensure businesses make a unique impression to connect with customers.”

With the accessibility of the internet, most people turn to search engines for anything and everything. A well-optimized website can reach new audiences across the globe. With quality content, proper keyword research, the right use of social media platforms and other marketing techniques, your business will be visible to potential consumers across the internet.

Source: Five Reasons Why Entrepreneurs Should Consider SEO As An Investment

11- Aug2017
Posted By: DPadmin
139 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
340 Views

The 4 Ps of SEO & digital marketing

Great SEO does not exist in a bubble, but is part of a broader marketing framework. Columnist Marcus Miller explains how an awareness and understanding of this framework can improve SEO performance.

It’s a peculiar time to be a marketer. Many of us in the SEO world, myself included, are not traditionally trained as marketers. In fact, I studied computer science and was initially a web and software developer.

My marketing career was a fortunate accident — a case of being in the right place at the right time. I was working developing e-commerce sites, and when that job was done, the question soon became, How do we get more traffic and more customers? This led me into the new and exciting world of SEO circa 1999.

Of course, there is more to marketing than just getting highly ranked on search engines, and it took me a while to figure this out. But over the years working as an SEO, I have learned the value of more traditional marketing processes and how they relate to SEO.

Search engines want to connect people with the best possible results — so user engagement and satisfaction is likely an SEO ranking factor. Certainly, on-page signals and links are still super-important, but these won’t help if users do not engage with your site. SEO is now firmly a part of the overall marketing process, and good marketing will only help improve rankings and drive more traffic.

And so it follows that the SEOs I respect and admire are all highly savvy marketers. It’s not enough to focus on delivering more traffic. To do great SEO in 2017 and beyond, you have to be a great marketer.

In this article, I am going to look at the marketing mix and a classic marketing tool known as “the 4 Ps of marketing.” I’ll discuss how you can use this tool to improve your marketing and SEO.

The 4 Ps of marketing

The classic definition of marketing is simply “putting the right product in the right place, at the right price, at the right time.”

Stripping away the complexity can be powerful. The 4 Ps of marketing helps us here by focusing on these four key areas:

  • Product
  • Price
  • Place
  • Promotion

As it happens, SEO does a lot right by default. When a user searches is certainly the right time, and a search engine is often the right place. Yet, we also have to ensure the product and the price are right as well — after all, there will be a lot of competition on that search engine’s results page. And, of course, there is more to digital marketing than just search engines, however important they may be.

Let’s have a look at each of these four key areas:

Product/service

Who are your customers? What are their goals? What jobs do they have to perform that you could do better? What are their pains? Ultimately, how does your product help your customer? Understanding your customer and how your product relates to their needs is fundamental to your pricing and promotion of your product (or service).

At my agency, for example, we provide a digital marketing service. This helps our customers achieve their business goals and takes away the work and pain involved in trying to stay abreast of the digital marketing landscape. We try to save our customers time and money and improve their results, so they can focus on doing what they do best.

Your product or service is the foundation of your marketing approach. You need absolute clarity here. Price and promotion will all be influenced by your product.

Getting found is only half the battle — you have to convince your prospective customers that your product or service can deliver.

Price

Price is intrinsically tied to value. But price must also consider established price points in your industry. If you are too expensive, your product won’t sell, no matter how desirable. If you are too cheap, profit margins will suffer.

There is something of a pendulum with price, where a lower price will typically generate more sales, but a higher price will generate more profits. You have to find what your perfect balance is here, and that will depend on your marketplace and lead generation strategies.

SEO is a great example of how difficult pricing can be. Typical wisdom will say that SEO costs around $100 an hour. However, when we spent some time analyzing SEO packages and SEO prices, we found some very different perspectives on what people were willing to pay — particularly when it came to small business SEO services.

Pricing is fundamental, and you need to carefully consider price points to ensure you can deliver the service but still make a profit. Brand and online reputation will play into this, of course, but most of us are not Apple — so you might be able to pull off being 10 percent more expensive than a competitor if your product is right, but push too hard on the pricing and you will typically lose work.

Place

Where will customers look for your product? Will your customers search for you? Will you generate business through offline channels or in person? Does your marketing mix include a combination of online and offline marketing channels?

If you are an emergency plumber, then people are going to grab their phone and go straight to Google, so that one is fairly obvious. But, for many services, different people will buy in different ways: networking, referrals, search engines and so forth. Determine where your customers are and where you need to be to sell to them.

Promotion

Where will you get your marketing messages in front of your prospective customers?

Search engines? Search ads? Social networks? Online banner advertisements? Press? TV? Direct mail? Billboards? Do you use ads or top-of-the-funnel strategies like content marketing? Do you try to sell, or do you use lead generation and nurturing strategies?

Is time of day a factor? Is there any seasonality in your marketplace? Are there other external factors that can be leveraged to improve your marketing?

What do your competitors do here? Are some channels highly competitive? Where are the opportunities? A SWOT analysis can be useful here (another traditional marketing tool).

This really depends on the customer, and often the best approaches strategically integrate marketing channels to maximize results.

In our business, we find that higher-funnel activities like content marketing work best for us in contrast to ads. As an example, we have a piece of content that details 30 small business SEO tips. This generates some good exposure and leads for us. Whereas, if we run search ads, we will get leads, but we are often in competition with other agencies. It also tends to come down to price, and while we are not expensive, there is always someone cheaper.

You have to figure out how your marketing, lead generation and sales work together to fine-tune your approach. If you can find some way to provide comparable quality while being measurably the cheapest service, you can likely be aggressive in all channels.

Putting the P(ieces) together

So, there are a lot of moving parts here. You can tackle product, price, place and promotion in any order. And in all honesty, I tend to merge place and promotion when we do this for ourselves and our clients. Product informs price. Price points inform the product. No point adding some radical new features if they push the price up too high.

You must consider the marketplace you operate in and your competition. Scalable marketing success will very much depend upon getting all of these factors aligned. If you measure the success of your SEO by how many conversions you generate from organic traffic, then you can improve your SEO by tweaking your product pricing.

The point I am trying to make here is that great SEO does not exist in a bubble. It is part of a broader marketing framework. As marketers and SEOs, we have to consider these other factors to ensure we can keep on improving the work that we do.

If you have a product that is not selling, try considering each of these factors. Is it the product itself? Is it the pricing? Or is your promotion just not up to scratch? Use the simple 4 Ps framework to interrogate your marketing, and your results will only improve.

I certainly hope this helps, and I’m always happy to answer any questions via the author contact form — or you can reach me on Twitter or LinkedIn, where I am happy to connect with other marketers.

 

Source: The 4 Ps of SEO & digital marketing

10- Jul2017
Posted By: DPadmin
109 Views

What we learned from SEO: The Movie 

Have you ever wished for a nostalgic retrospective on the heyday of SEO, featuring some of the biggest names in the world of search, all condensed into a 40-minute video with an admittedly cheesy title?

If so, you’re in luck, because there’s a documentary just for you: it’s called SEO: The Movie.

The trailer for SEO: The Movie

SEO: The Movie is a new documentary, created by digital marketing agency Ignite Visibility, which explores the origin story of search and SEO, as told by several of its pioneers. It’s a 40-minute snapshot of the search industry that is and was, focusing predominantly on its rock-and-roll heyday, with a glimpse into the future and what might become of SEO in the years to come.

The movie is a fun insight into where SEO came from and who we have to thank for it, but some of its most interesting revelations are contained within stories of the at times fraught relationship between Google and SEO consultants, as well as between Google and business owners who depended on it for their traffic. For all that search has evolved since Google was founded nearly two decades ago, this tension hasn’t gone away.

It was also interesting to hear some thoughts about what might become of search and SEO several years down the line from those who’d been around since the beginning – giving them a unique insight into the bigger picture of how search has changed, and is still changing.

So what were the highlights of SEO: The Movie, and what did we learn from watching it?

The stars of SEO

The story of SEO: The Movie is told jointly by an all-star cast of industry veterans from the early days of search and SEO (the mid-90s through to the early 2000s), with overarching narration by John Lincoln, the CEO of Ignite Visibility.

There’s Danny Sullivan, the founder of Search Engine Watch (this very website!) and co-founder of Search Engine Land; Rand Fishkin, the ‘Wizard of Moz’; Rae Hoffman a.k.a ‘Sugarrae’, CEO of PushFire and one of the original affiliate marketers; Brett Tabke, founder of Pubcon and Webmaster World; Jill Whalen, the former CEO of High Rankings and co-founder of Search Engine Marketing New England; and Barry Schwartz, CEO of RustyBrick and founder of Search Engine Roundtable.

The documentary also features a section on former Google frontman Matt Cutts, although Cutts himself doesn’t appear in the movie in person.

Each of them tells the tale of how they came to the search industry, which is an intriguing insight into how people became involved in such an unknown, emerging field. While search and SEO turned over huge amounts of revenue in the early days – Lincoln talks about “affiliates who were making millions of dollars a year” by figuring out how to boost search rankings – there was still relatively little known about the industry and how it worked.

Danny Sullivan, for instance, was a newspaper journalist who made the leap to the web development in 1995, and began writing about search “just because [he] really wanted to get some decent answers to questions about how search engines work”.

Jill Whalen came to SEO through a parenting website she set up, after she set out to bring more traffic to her website through search engines and figured out how to use keywords to make her site rank higher.

Still from SEO: The Move showing a screen with a HTML paragraph tag, followed by the word 'parenting'.

Rae Hoffman started out in the ‘long-distance space’, making modest amounts from ranking for long-distance terms, before she struck gold by creating a website for a friend selling diet pills which ranked in the top 3 search results for several relevant search terms.

“That was probably my biggest ‘holy shit’ moment,” she recalls. “My first commission check for the first month of those rankings was more than my then-husband made in a year.”

Rand Fishkin, the ‘Wizard of Moz’, relates the heart-rending story of how he and his mother initially struggled with debt in the early 2000s when Moz was still just a blog, before getting his big break at the Search Engine Strategies conference and signing his first major client.

The stories of these industry pioneers give an insight into the huge, growing, world-changing phenomenon that was SEO in the early days, back when Google, Lycos, Yahoo and others were scrambling to gain the biggest index, and Google would “do the dance” every five to eight weeks and update its algorithms, giving those clever or lucky enough to rank high a steady stream of income until the next update.

Google’s algorithm updates have always been important, but as later sections of the documentary show, certain algorithms had a disproportionate impact on businesses which Google perhaps should have done more to mitigate.

Google and webmasters: It’s complicated

“Larry [Page] and Sergey [Brin] were fairly antagonistic to SEOs,” Brett Tabke recalls. “The way I understood it, Matt [Cutts] went to Larry and said… ‘We need to have an outreach program for webmasters.’ He really reached out to us and laid out the welcome mat.”

Almost everyone in the search industry knows the name of Matt Cutts, the former head of Google’s webspam team who was, for many years, the public face of Google. Cutts became the go-to source of information on Google updates and algorithm changes, and could generally be relied upon to give an authoritative explanation of what was affecting websites’ ranking changes and why.

Still from SEO: The Movie showing Matt Cutts holding a whiteboard marker next to a blank whiteboard, mid-explanation of a concept. The credit in the bottom right corner reads 'Source: YouTube/Google Webmasters'.

Matt Cutts in an explanatory video for Google Webmasters

However, even between Matt Cutts and the SEO world, things weren’t all sunshine and roses. Rand Fishkin reveals in SEO: The Movie how Cutts would occasionally contact him and request that he remove certain pieces of information, or parts of tools, that he deemed too revealing.

“We at first had a very friendly professional relationship, for several years,” he recollects. “Then I think Matt took the view that some of the transparency that I espoused, and that we were putting out there on Moz, really bothered him, and bothered Google. Occasionally I’d get an email from him saying, ‘I wish you wouldn’t write about this… I wish you wouldn’t invite this person to your conference…’ And sometimes stronger than that, like – ‘You need to remove this thing from your tool, or we will ban you.’”

We’ve written previously about the impact of the lack of transparency surrounding Google’s algorithm updates and speculated whether Google owes it to SEOs to be more honest and accountable. The information surrounding Google’s updates has become a lot murkier since Matt Cutts left the company in 2014 (while Cutts didn’t formally resign until December 2016, he was on leave for more than two years prior to that) with the lack of a clear spokesperson.

But evidently, even during Cutts’ tenure with Google, Google had a transparency problem.

In the documentary, Fishkin recalls the general air of mystery that surrounded the workings of search engines in the early days, with each company highly protective of its secrets.

“The search engines themselves – Google, Microsoft, Yahoo – were all incredibly secretive about how their algorithms worked, how their engines worked… I think that they felt it was sort of a proprietary trade secret that helped them maintain a competitive advantage against one another. As a result, as a practitioner, trying to keep up with the search engines … was incredibly challenging.”

This opaqueness surrounding Google’s algorithms persisted, even as Google grew far more dominant in the space and arguably had much less to fear from being overtaken by competitors. And as Google’s dominance grew, the impact of major algorithm changes became more severe.

SEO: The Movie looks back on some of Google’s most significant updates, such as Panda and Penguin, and details how they impacted the industry at the time. One early update, the so-called ‘Florida update’, specifically took aim at tactics that SEOs were using to manipulate search rankings, sending many high-ranking websites “into free-fall”.

Barry Schwartz describes how “many, many retailers” at the time of the Florida update suddenly found themselves with “zero sales” and facing bankruptcy. And to add insult to injury, the update was never officially confirmed by Google.

Fast-forward to 2012, when Google deployed the initial Penguin update that targeted link spam. Once again, this was an update that hit SEOs who had been employing these tactics in order to rank very hard – and moreover, hit their client businesses. But because of the huge delay between one Penguin update and the next, businesses which changed their ways and went on the metaphorical straight and narrow still weren’t able to recover.

“As a consultant, I had companies calling me that were hit by Penguin, and had since cleaned up all of their backlinks,” says Rae Hoffman.

“They would contact me and say, ‘We’re still not un-penalized, so we need you to look at it to see what we missed.’ And I would tell them, ‘You didn’t miss anything. You have to wait for Google to push the button again.’

“I would get calls from companies that told me that they had two months before they were going to have to close the doors and start firing employees; and they were waiting on a Penguin update. Google launched something that was extremely punitive; that was extremely devastating; that threw a lot of baby out with the bathwater… and then chose not to update it again for almost two years.”

These recollections from veteran SEOs show that Google’s relationship with webmasters has always been fraught with difficulties. Whatever you think about Google’s right to protect its trade secrets and take actions against those manipulating its algorithms, SEOs were the ones who drove the discussion around what Google was doing in its early days, analyzing it and spreading the word, reporting news stories, featuring Google and other search companies at their conferences.

To my mind at least, it seems that it would have been fairer for Google to develop a more open and reciprocal relationship with webmasters and SEOs, which would have prevented situations like the ones above from occurring.

Where is search and SEO headed in the future?

It’s obviously difficult to predict what might be ahead with absolute certainty. But as I mentioned in the introduction, what I like about the ‘future of search’ predictions in SEO: The Movie is that they come from veterans who have been around since the early days, meaning that they know exactly where search has come from, and have a unique perspective on the overarching trends that have been present over the past two decades.

As Rae Hoffman puts it,

“If you had asked me ten years ago, ‘Where are we going to be in ten years?’ Never would I have been able to remotely fathom the development of Twitter, or the development of Facebook, or that YouTube would become one of the largest search engines on the internet.”

I think it’s also important to distinguish between the future of search and the future of SEO, which are two different but complimentary things. One deals with how we will go about finding information in future, and relates to phenomena like voice search, visual search, and the move to mobile. The other relates to how website owners can make sure that their content is found by users within those environments.

Rand Fishkin believes that the future of SEO is secure for at least a few years down the line.

“SEO has a very bright future for at least the next three or four years. I think the future after that is more uncertain, and the biggest risk that I see to this field is that search volume, and the possibility of being in front of searchers, diminishes dramatically because of smart assistants and voice search.”

Brett Tabke adds:

“The future of SEO, to me, is this entire holistic approach: SEO, mobile, the web, social… Every place you can put marketing is going to count. We can’t just do on-the-page stuff anymore; we can’t worry about links 24/7.”

As for the future of search, CEO of Ignite Visibility John Lincoln sums it up well at the very end of the movie when he links search to the general act of researching. Ultimately, people are always going to have a need to research and discover information, and this means that ‘search’ in some form will always be around.

“I will say the future of search is super bright,” he says. “And people are going to evolve with it.

“Searching is always going to be tied to research, and whenever anybody needs a service or a product, they’re going to do research. It might be through Facebook, it might be through Twitter, it might be through LinkedIn, it might be through YouTube. There’s a lot of different search engines out there, and platforms, that are always expanding and contracting based off of the features that they’re putting out there.

“Creating awesome content that’s easy to find, that’s technically set up correctly and that reverberates through the internet… That’s the core of what search is about.”

SEO: The Movie is definitely an enjoyable watch and at 40 minutes in length, it won’t take up too much of your day. If you’re someone who’s been around in search since the beginning, you’ll enjoy the trip down Memory Lane. If, like me, you’re newer to the industry, you’ll enjoy the look back at where it came from – and particularly the realization that there some things which haven’t changed at all.

Source: What we learned from SEO: The Movie | Search Engine Watch

29- Jun2017
Posted By: DPadmin
163 Views

4 ways to improve SEO with schema and structured data

4 ways to improve SEO with schema and structured data

4 ways to improve SEO with schema and structured data

The Web is getting more complex, which means good SEO is getting harder and harder. While Google’s crawlers are getting more advanced, they’re still not perfect and sometimes have trouble deciphering information they discover on the Web.

This is where schema comes in.

Schema.org is a collaboration by the major search engines to create a consistent language that helps them understand entities and their relationship to one another. Structured data is one of the best ways for you to communicate important information about your website to Google.

At it’s essence, schema is code typically written in HTML or JSON (I prefer JSON) that helps Google better understand the data on your website. Google has attempted to incentivise the use of schema by displaying rich snippets for domains that use them. These rich snippets are essentially additional text or images that will result in a user being more likely to click on your result. No matter what industry you’re in, you can utilize website schema to help Google better understand your website’s information and improve your SEO.

Organization Schema

Official Documentation: https://schema.org/Organization

Even if you are brand new to the concepts of SEO and structured data as a whole, Organization schema is fairly straightforward and easy to wrap your head around. No matter what industry you belong to, as long as you are a business that sells products or services, Organization schema can be used on your website.

So what is Organization schema? Essentially, what this markup will do is signal to Google crucial information about your website. Within this structured data you can include business information such as your name, address, phone number and associated social profiles (Wikipedia, Facebook, Twitter, etc).

Organization schema can help your website in a number of ways. It can send clearer information about your business to Google. This is especially crucial for Local SEO where it’s important that your name, address and phone number are consistent across the Web. As well, Organization schema improves your chances of receiving a Knowledge Panel. Here it will be especially important to use same properties to associate your Wikipedia page and social profiles.

If you’re nervous about editing the HTML of your website, fear not! I would recommend using a schema generator to get started and then implementing it through Google Tag Manager.

Industry-Specific LocalBusiness Schema

Official Documentation: http://schema.org/LocalBusiness

For some industries, you can make your structured data a little more specific than the Organization schema above. Instead of simply telling Google: “I am a general organization with the following information”, you can give the search engines more detailed data on what your business does. So what kind of industries have LocalBusiness schema available to them?

Doctors? Check

Lawyers? Check

Insurance Agents? Check

Your local mechanic? Check

Whatever broad category defines your industry, try Googling “[Your Profession] Schema” and see if any results come back. If you find one that fits your business, you should use that in place of the Organization schema to be more specific.

Once again this will help Google get a better understanding of your business. As well, in the future, Google could very well offer some sort of rich snippet for your particular industry. If this occurs, you will be well set up for any algorithm changes that may occur.

BreadcrumbList Schema

Official Documentation: https://schema.org/BreadcrumbList

If you’re not using a breadcrumb on your website, I would recommend you consider doing so. Breadcrumbs can be a great way to improve the user experience of a website as they will allow users to navigate through the different page levels with little effort. As well, they can also improve the internal linking structure which is crucial for better distributing link equity throughout your site.

If you’re using a breadcrumb, great! Now it’s time to mark up it up with BreadcrumbList structured data. The BreadcrumbList schema will define each URL in the breadcrumb to Google. This can be beneficial because you can generate a clean looking breadcrumb rich snippet in the search results.

More importantly, you will be giving Google detailed information about the structure of your website. This may not have tremendous advantages if you manage a small ten page website. However, if you have a large eCommerce store, this is extremely useful information to pass along. Google’s crawlers often have a difficult time crawling these large websites and they can potentially spend a lot of time looking at pages they shouldn’t.

However, by implementing the BreadcrumbList schema, you will be giving Google clear information about the hierarchy of your website. This will give it better guidance on how to crawl and discover the pages on your domain. In my experience, if you can make Google’s job easier, this is likely to have a positive impact on rankings.

AggregateRating Schema

Official Documentation: http://schema.org/AggregateRating

Of all of the structured data on this list, AggregateRating schema probably has the most tangible results. If implemented correctly, this type of structured data rewards websites with bright yellow stars that appear in the search results. The final outcome is that search results that display these stars typically end up with higher click through rates. Higher click through rates obviously leads to more organic traffic.

Not surprisingly, this type of schema is extremely popular amongst eCommerce stores as specific product queries typically trigger results with review star rich snippets. For product-centric websites, implementing this type of schema is an absolute must as Google is either already displaying review stars for your target queries or could possibly show them in the future.

However, even if your website isn’t eCommerce, it could still be worth exploring the possibility of implementing AggregateRating schema. There are many examples where websites with non-physical products or services could benefit from this structured data. For instance, after performing a search for “laptop insurance” I can see that Google is displaying review star snippets for the query:

To find an example of review stars, I had to navigate all the way to the fourth page of the search results. None of the websites on the first page have these review stars displaying. This presents a good opportunity for the company to first implement AggregateRating schema on their landing page.

At the end of the day, schema is going to help take your SEO to the next level. As companies invest more and more into in-house and SEO agencies, it’s getting increasingly more difficult to compete in the limited real estate of the organic search results. Implementing good schema will help give your website an additional competitive advantage and can result in Google being more likely to rank your key landing pages.

Source: 4 ways to improve SEO with schema and structured data

28- Jun2017
Posted By: DPadmin
210 Views

10 Pinterest SEO Tips That Will Set You up for Success 

10 Pinterest SEO Tips That Will Set You up for Success

10 Pinterest SEO Tips That Will Set You up for Success

Pinterest has slowly developed into a profitable social media channel for savvy marketers. It boasts an engaged base of more than 150 million monthly usersand provides a refreshing alternative to Google, Facebook, and Amazon.

However, it still represents something of an untapped opportunity for many of us in the SEO industry. As a social media platform, Pinterest seems to sit apart from our Google-focused efforts.

We should embrace this difference. Pinterest provides ample room for creativity and storytelling, while it also prides itself on being a “discovery” platform where Pinners can find new ideas. These are terms that should be familiar to the multi-skilled modern SEO professional.

Pinterest also offers a lot of value as an alternative search marketing channel. Did you know:

All of this is underpinned by a search engine. It differs from Google or Bing, but many of our time-honored tactics still hold true. Where there is a search engine, there will be an opportunity for optimization.

The ranking factors on Pinterest relate more to engagement metrics and social shares than backlinks and technical SEO, but these are natural byproducts of great content. Again, we in the SEO industry should know all about that.

There are some important distinctions on Pinterest too, as we would expect. Without understanding the way search results are ranked and what exactly constitutes “great content,” you will struggle to succeed in Pinterest SEO.

With that in mind, below are 10 tips to set your Pinterest profile up for SEO success.

1. Get the Basics Right

Before we get into the more exciting aspects of Pinterest, some housekeeping. You’ll need to ensure the following aspects are in place before you can start posting:

  • Create a business account(You can simply convert your personal account if that makes the most sense.) This will give you access to analytics and the Pinterest ads manager.

Pinterest Business

  • Choose an SEO friendly username. Your username will be included in your profile’s URL, so it’s worth considering what your consumers might be searching for.
  • Optimize your profile. Fill in the “about you” section with relevant details and include a high-resolution company logo. This will make it easier for people to locate and save your Pins.
  • Set up at least one board. We will go through this in more detail later, but to get started you will need at least one board. You can’t add Pins without having a board, so it’s a pretty important first step.

2. Prepare Your Website

As with most other social media platforms, you can take data from your website to feed more targeted Pinterest campaigns. You can also send people through to your website to make a transaction, so it’s essential to link these two assets together.

This requires a few simple but fundamental steps. Get all of these in place if you want to report accurately on your Pinterest SEO efforts.

  • Add the Pinterest tag. The Pinterest tag is a fundamental part of setting up an organic or paid campaign. Essentially Pinterest’s equivalent of the Facebook pixel, this small piece of JavaScript will allow you to set up conversion events on your website, segment your audience, and report reliably on your profile’s performance. A full guide can be found here and your Pinterest or agency team will be able to help you implement it.
  • Add the Save button. This one requires just a short piece of HTML code and will allow you to increase the reach of your campaigns beyond Pinterest. Once installed, users can save images on your site or app to their boards. There are two options: The button can appear automatically or when users hover over the top-left section of an image. Choose wisely. There is also a Pinterest Chrome extension that will allow visitors on your site to convert your images into Pins.

Pinterest Save Button

  • Verify your site: A few easy steps will verify your website, which will add your profile picture to all of your Pins. Again, this only requires the addition of a few lines of HTML code.

3. Set Appropriate Goals for Your Business

Lead times on Pinterest can be much longer than you’re used to on Google or even Facebook.

The image below, taken from a Pinterest study, demonstrates just how valuable this social network can be as a lead generation tool, however.

Pinterest Shopping: 87% of Pinners purchased something because of Pinterest, 93% of people say they use Pinterest to plan purchases

Therefore, although it entails a different type of user engagement, Pinterest also fills a gap in the purchase journey.

The most important element of this planning is to understand what Pinterest means for your business and set appropriate goals. You will get a sense of this from looking at your historical data, so use this to formulate a plan you can stick to. From here, you can decide which aspects are most suitably covered by organic search efforts.

You can use the Pinterest tag to set up a wide variety of conversion events on your site, too. I would advise starting with metrics like traffic and re-Pins within a Pinterest SEO campaign, before layering conversion goals on top of this activity.

Wait to start pushing overtly commercial messages until you’ve earned the trust of both Pinterest and your audience.

4. Do Your (Keyword) Research

Albeit through a slightly different lens, there is still a lot of validity in carrying out keyword research on Pinterest. In fact, as Google continues to aggregate and obscure keyword-level search volumes, there’s an argument that we should use Pinterest as a data source for all keyword research tasks. It provides a broader view of semantically related concepts and is driven by a deep understanding of how visual our culture is in the 21st century.

The following tips should help you discover the right topics for your Pins and boards:

  • Use guided search. Guided search on Pinterest helps users narrow their focus and find more relevant results. Using the initial search query as a stimulus, Pinterest automatically suggests semantically related modifiers. These are a pretty good indicator of the most popular search queries for each topic.  You can then copy and paste these suggestions into another document.

Pinterest Blazers

  • Engage with Promoted Pins. The logic here is similar (identical, in fact) to that which leads us to use AdWords to trial specific keywords to see how they perform before launching a long-term SEO campaign. If you have any hesitations about the right topics to target, you can take your best-performing keywords on Google and use Promoted Pins to see if they follow suit on Pinterest.
  • Explore topics. Pinterest does a lot of the legwork for us here, with topics already neatly categorized and sub-categorized in most areas. You should explore all topics relevant to your business to see how ideas are categorized, but also to see how your competitors are targeting specific queries.

Pinterest Categories

5. Organize and Optimize Boards

Your keyword and consumer research for Pinterest should be a core consideration when you start to create boards. They provide a great opportunity to tell Pinterest’s search engine how you categorize your products, which will only aid visibility. They are also the first thing users will see when they come to your profile, so it is worth thinking this through.

Nordstrom is often cited as the market leader in this sense. Their boards cover pretty much every interaction one could reasonably expect a consumer to have with their brand.

This consumer insight is combined with a subtle nod to keyword search trends, with board titles including ‘Style Under $100’, ‘Winter Fashion’, and ‘Beach Wedding Ideas’. They steer clear of disrupting the user experience and still manage to include popular keywords.

Nordstrom Pinterest

This approach should be seen as the blueprint for creating and optimizing Pinterest boards. However, boards need to be populated with high-quality Pins if they are to gain popularity.

6. Get to Know the Anatomy of a Pin

There is art and science to the creation of a perfect Pin. Although there will always be an instinctual creative drive behind the best campaigns, there are still some clear rules of thumb that we should all follow.

  • Get your proportions right. The optimal aspect ratio for a Pin is 2:3 (600 px wide by 900 px high). This is particularly important on mobile, but Pinterest prefers to display longer images on desktop too.
  • Use multiple colors. Images with multiple dominant colors get re-pinned 3.25 times more than their monochrome counterparts.
  • Have a purpose. We need to understand the purpose of each Pin. Users create mood boards that they will return to multiple times, after all. Think about how you can be of repeat value to someone, rather than just pushing commercial messages. Step-by-step guides and tutorials work well in this regard.

7. Be Descriptive

It’s important to get descriptions right for SEO on Pinterest. For all of its significant merits as a visual discovery platform, text still matters. Don’t be afraid to include detail, as this will help Pinterest locate and serve your images for relevant searches.

A great way to do this is to use the description space to add to your image, rather than just repeating what it says via text. Tell your audience how the product will benefit them, how they can use it, or an interesting fact about the product they wouldn’t otherwise know.

You can include up to 500 characters, which can all be viewed when a user clicks to see your Pin. There is typically no need to go to that upper limit, however. A couple of sentences of around 100 characters in total is sufficient to provide some good detail.

Avoid using hashtags in your descriptions. These tend to be distracting and don’t add anything in the way of ranking value.

8. Aim for Engagement

User engagement is of paramount importance on Pinterest. The following tips can improve your engagement metrics and increase your search visibility:

  • Link your Pinterest account to your other social media accounts. This will increase awareness within your existing followers on other platforms.
  • Invite relevant Pinterest influencers to collaborate on a board to grow your own following.
  • Include text as an overlay on your images. As we can see for a search like [summer cocktails], Pins with a text overlay tend to rank well:

Pinterest Cocktails

  • Use a website like Canva to create mosaics and multi-image Pins. This allows a bit more freedom for creativity and room to include more within Pinterest’s vertical image format.
  • Pin frequently. This study from Buffer found that you should aim for at least five Pins per day. These Pins can be scheduled ahead of time.
  • Follow relevant boards. This will start to build up a network in relation to your profile.
  • Measure your performance. Pinterest analytics will give you a lot of insight into how your profile is performing in organic search, and integrated dashboards like Datorama can now pull in Pinterest data.

9. Consider Visual Search and ‘Related Items’

Pinterest’s Lens technology is a market leader in visual search. By pointing a smartphone camera at a household item or piece of clothing, Pinterest can identify the object and suggest thematically related Pins.

Lens is a fascinating piece of technology that will reward content creators who put the time and effort into image optimization. This involves the SEO basics, but it extends beyond this into collaboration with photographers and designers.

Going back to a screenshot I used earlier in this article, I also uploaded this image to Pinterest to see how the platform evaluates content. Of interest here is the visual similarity between the image I posted and the Related Pins below (apart from the paid ad for bed linen on the right-hand side).

Pinterest Pie Charts

Pinterest is getting a lot better at understanding the component parts of an image. Its image recognition technology has identified the pie charts in my screenshot and suggested other popular pie chart-based posts. I made no reference to the shapes within my description, so Pinterest has had to figure this one out on its own.

This is important to note. If SEO comprises anything that helps content rank organically, on Pinterest we need to be thinking about aesthetics in tandem with keywords.

10. Don’t Forget About Google

Pinterest takes SEO seriously. They know that it is a cost-effective way to drive traffic, but they also know it takes a lot of work. This fascinating post on Medium from 2015 details exactly how fanatical Pinterest are about finding the right SEO formula.

They rank for a lot of keywords, as a result.

The screenshot below is taken from Searchmetrics and shows the significant improvement Pinterest has seen over the past 5 years.

Pinterest Visibility - SEO

We can make great use of Pinterest as a platform for our own SEO efforts.

By identifying the relevant keywords that Pinterest ranks for, we can optimize for the most profitable queries with our Pins and boards. If Pinterest deems you relevant enough to rank for that keyword via its own search algorithms, your organic Pinterest traffic will increase significantly.

This will allow you to prioritize your Pinterest SEO efforts, as you can target the keywords that will drive most value from both Pinterest search and Google search.

Source: 10 Pinterest SEO Tips That Will Set You up for Success – Search Engine Journal