12- Apr2018
Posted By: DPadmin
34 Views

8 of the Worst SEO Mistakes Even the Experts Make

Digital marketing is like playing the drums; everyone thinks they can do it.

Inevitably, the layman writes content stuffed to the brim with a target keyword and cannibalizes his/her own webpages by using the same five keywords across all of their webpages.

As infallible as we sometimes think we are, even the best of our industry can make some pretty hairbrained mistakes.

Sometimes the best way to move forward is to take a step back and go back to SEO basics.

As Google and Bing’s algorithms continue to evolve and incorporate new technologies for search, so do our strategies.

Between optimizing our content for voice search, desktop visitors, mobile swipers, and our social media followers, the task can feel impossible and overwhelming.

Breathe a little, you’re not alone.

As much as the medium may change, the same principles still remain in place and so too do the same basic errors.

Here are eight common SEO mistakes that even the experts still make.

1. Presenting a Poor Internal Link Structure

As your website balloons in size with all of your awesome content, you’re bound to encounter some pretty basic internal linking errors. This includes everything from producing mass duplicate content to 404 page errors cropping up.

I think internal linking structures are vastly overlooked by webmasters, yet it serves one of the most valuable functions in your UX and SEO strategy.

Internal links provide five valuable functions for your website:

  • Providing clear pathways to conversion pages.
  • Spreading authority to webpages hidden deep on your site.
  • Providing additional reading or interactive material for users to consume on your site.
  • Organizing webpages categorically by keyword-optimized anchor text.
  • Communicating your most important webpages to search engine crawlers.

Resubmitting an XML sitemap to search engines is a great way to open up crawl paths for search engines to unlinked webpages.

Along the same lines, it’s important to use your robots.txt file and noindex tag wisely so that you don’t accidentally block important webpages on your site or a client’s.

As a general rule of thumb, no webpage should be more than two clicks away from the homepage or a call-to-action landing page.

Reassess your website architecture using fresh keyword research to begin organizing webpages by topicality.

HubSpot provides a great guide for creating topic clusters on your website that arrange webpages by topic, using semantic keywords, and hierarchy to their shared thesis.

cluster model

2. Creating Content for Content’s Sake

Best practices dictate that you should produce content consistently to increase your brand’s exposure and authority, as well as increase your website’s indexation rate.

But as your website grows to hundreds of pages or more, it becomes difficult to find unique keywords for each page and stick to a cohesive strategy.

Sometimes we fall for the fallacy that we must produce content just to have more of it. That’s simply untrue and leads to thin and useless content, which amounts to wasted resources.

Don’t write content without completing strategic keyword research beforehand.

Make sure the content is relevant to the target keyword and utilizes closely associated keywords in H2 tags and body paragraphs.

This will convey full context of your content to search engines and meet user intent on multiple levels.

Take the time to invest in long-form content that is actionable and evergreen. Remember, we are content marketers and SEO specialists, not journalists.

Optimized content can take months to reach page one results; make sure it remains relevant and unique to its industry when it does.

3. Not Investing in Link-Worthy Content

As we understand it, the quantity and quality of unique referring domains to a webpage is one of Google’s three most important ranking factors.

Link building is a major industry pull for agencies. But going out and pursuing mass links through guest posting, manual outreach, and influencer marketing can be costly and resource intensive.

The best way to acquire links is naturally, leveraging stellar content that people just want to link to.

Instead of investing time in manual research and creating hundreds of guest posts a year, why not invest in a piece of content that can acquire all of those links in one day of writing?

Again, I bring up HubSpot, which provides a great example of this. Every year, they provide a list of industry statistics they scour from the internet, such as “The Ultimate List of Marketing Statistics”, which serves as an invaluable resource for anyone in the digital marketing industry.

As previously stated, invest the time in crafting long-form content that adds value to the industry.

Here, you can experiment with different forms of content, whether it’s a resource page, infographic, interactive quiz, or evergreen guide.

Dedicate some of your manual outreach strategy to promote a piece of content published on your own website and not someone else’s.

4. Failing to Reach Customers with Your Content

Continuing this discussion, you need to have a strategy in place to actually get people to view your content.

I believe that much of the industry and many businesses don’t invest as many resources into content promotion as they do production.

Sure, you share your content over social media, but how much reach does it actually acquire without paid advertising?

Simply posting your latest article on your blog, social media channel, and e-newsletter limits its reach to a small percentage of your existing audience.

If you’re looking to acquire new leads for your business, then you’ll need to invest more resources into promotional tactics. Some strategies include.

While it’s rather chicken and egg, you need to promote content to get links to it. Only then can you begin to acquire more links organically.

5. Optimizing for the Wrong Keywords

So you invested the time in crafting a piece of long-form content, but it’s not driving large-scale traffic to your website.

Just as bad, your visitors have low time on page and are not converting.

More than likely, you’re optimizing for the wrong keywords.

While most of us understand the importance of long-tail keywords for informational queries, sometimes we run into some common mistakes:

  • Failing to segment search volumes and competition by geography.
  • Relying too much on high volume phrases that don’t convert.
  • Focusing too many resources on broad keywords (external links, internal link anchor text, etc.).
  • Ignoring click-through rates.
  • Trying to insert awkward exact match phrases into content.
  • Ignoring AdWords value.
  • Allocating target keywords to irrelevant content.
  • Choosing keywords irrelevant to your audience.

It’s important to actually research the search phrases that appear in top results for both national and local searches.

Talk to your customers to see what search phrases they use to describe different elements of your industry. From here, you can segment your keyword list to make it more relevant to your customers.

Use keyword tools like Google Keyword Planner and SEMrush’s keyword generator for relevant keyword ideas.

Don’t forget to optimize for informational and commercial search queries.

6. Not Consulting Paid Media

As the industry currently stands, SEO focuses on acquiring and nurturing leads, while paid media focuses on acquiring and converting leads.

But what if we broke down those silos to create a cohesive message that targeted the buyer at every step of the journey?

Buyers-Journey-and-Digital-Marketing-Funnel

As an SEO provider, do you even know what your client’s advertising message is or the keywords they use? Are you promoting the same products/service pages with the same keywords as the paid media department?

There is a lot of insight that SEO consultants can learn from PPC keyword research and landing page performances that can aid them in their own campaign.

Beyond this, Facebook and Twitter’s advertising platform offer robust audience analysis tools that SEO consultants can use to better understand their client’s customers.

By focusing on a unified message and sharing in each other’s research, SEO consultants can discover keywords that convert the highest and drive the most clicks in the search results.

7. Forgetting About Local

Google’s Pigeon update completely opened up an entirely new field of local SEO.

Between local directory reviews, customizing a Google My Business page, and the local three-pack, local SEO is highly targeted and high converting.

Consider some of the statistics:

  • 50 percent of searches over a mobile device result in an in-store visit that day.
  • Half of local, mobile searches are for local business information.
  • Anywhere between 80-90 percent of people read an online review before making a purchase.
  • 85 percent of people trust reviews as much as personal recommendations.

It’s important to segment your keyword research for both local and national intent.

If you provide local services, be sure to create content that reflects local intent, such as including city names next to target keywords and in the body of content.

While most of us focus on growing business at the national scale, the importance of local SEO should not be ignored.

8. Not Regularly Auditing Your Own Website

One of the biggest mistakes we all make is not continuing to optimize our own site and fix mistakes that crop up over time.

site audit is especially important after a site migration or implementation of any new tools or plugins.

Common technical mistakes that occur over time include:

  • Duplicate content.
  • Broken links.
  • Slow site speed through oversized images or poor JavaScript implementation.
  • Unoptimized meta tags.

Duplicate content can occur for a number of reasons, whether through pagination or session IDs.

Resolve any URL parameter errors or duplicate content from your cookies by inserting canonicals on source webpages. This allows all signals from duplicate pages to point back to the source page.

Broken links are inevitable as you move content around your site, so it’s important to insert 301 redirects to a relevant webpage on any content you remove. Be sure to resolve 302 redirects, as these only serve as a temporary redirect.

Auditing your website is paramount for mobile search. Simply having a responsive web design or AMP is not enough.

Be sure to minify your CSS and JS on your mobile design, as well as shrink images, to provide a fast and responsive design.

Finally, one part of the audit that is often overlooked is reevaluating your onsite content strategy. Most industries are dynamic, meaning that new innovations crop up and certain services become obsolete overtime.

search-volume-trends

Remodel your website to reflect any new product offerings you have. Create content around that topic to showcase its importance to your hierarchy to both search engines and users.

Continually refresh your keyword research and audience research to find new opportunities to scale and stay relevant.

Final Thoughts

Everyone is susceptible to mistakes in their craft and one of the best ways to rectify them is to consult the best practices.

My best bit of advice: Keep your mind nimble and always take a step back here and there to evaluate whether you are doing the best to scale your or a client’s business.

Source: 8 of the Worst SEO Mistakes Even the Experts Make – Search Engine Journal

26- Jan2018
Posted By: DPadmin
32 Views

The 7 Most Common Concerns of SEO Newcomers

If you’ve never done so before, embrace SEO! Try it for yourself before you write it off as a “gimmick” or a “risk.”

As someone who’s been practicing SEO for the better part of a decade, I find that my typical concerns are not at all aligned with those of people learning about SEO for the first time.

There are millions of business owners and marketers not using SEO, despite the sheer number of proponents advocating for its effectiveness (and the availability of reliable metrics on its potential ROI).

There’s a reason (or multiple reasons) for this. Specifically, most of the people I encounter who are avoiding SEO have at least one major concern preventing them from following through with — or even just learning more about — this strategy. So, to help clear up some misconceptions and get in touch with an audience less familiar with SEO, I came up with this concise list of some of the most common concerns I typically see and hear about from SEO newcomers:

1. The ROI

Most SEO newcomers wonder about the “real” ROI of the strategy. Increasing your search visibility is a good thing, clearly, but it takes a lot of time and effort to accomplish those rising rankings, and there’s no guarantee how much extra traffic they’re going to send your way. On top of that, you need to think about your conversion rates: If they’re not high enough, that traffic may not be worth it.

But while these concerns are to some extent valid, it’s important to remember that SEO is a strategy that’s both flexible and intended for the long term. So, if you aren’t seeing a positive ROI after a month or two, try changing tactics and/or improve your methods until you start seeing positive momentum.

2. The time investment

As I mentioned, SEO is a long-term strategy. You won’t see results in the first week, and probably not even in the first month. You’ll spend hours optimizing your site, or thousands of dollars hiring an agency to do the work for you. If your company is short-staffed, or you’re already busy with existing marketing strategies, you may not be willing to make the time investment in learning and practicing SEO.

However, you don’t need to go over the top to start; even a few simple changes to your website’s structure and visibility can give you a boost, and provide a foundation that you can grow when you do have time.

3. Technical SEO

If you’re hesitant about the effectiveness of SEO, it’s safe to assume you don’t have much technical experience with website development or programming — and that the prospect of technical SEO intimidates you.

4. The penalties

The prospect of Google penalties strikes fear into the hearts of most webmasters — or at least the ones who don’t fully understand them. After the emergence of major updates, like Panda and Penguin, search optimizers have thrown around the term “penalty” to scare SEO novices into thinking that one simple mistake could instantly tank their site’s rankings.

Certainly  it’s true that if you do something that decreases your trustworthiness (such as publishing questionable content or building spammy links), your authority and rankings could fall. But even this outcome is nothing that’s beyond repair—and these mistakes are pretty easy to avoid.

 

   

MARKETING>SEO

The 7 Most Common Concerns of SEO Newcomers

If you’ve never done so before, embrace SEO! Try it for yourself before you write it off as a “gimmick” or a “risk.”
The 7 Most Common Concerns of SEO Newcomers

Image credit: Shutterstock.com

Opinions expressed by Entrepreneur contributors are their own..
As someone who’s been practicing SEO for the better part of a decade, I find that my typical concerns are not at all aligned with those of people learning about SEO for the first time.

Related: 10 Fundamentals to Understanding SEO

There are millions of business owners and marketers not using SEO, despite the sheer number of proponents advocating for its effectiveness (and the availability of reliable metrics on its potential ROI).

ADVERTISING

There’s a reason (or multiple reasons) for this. Specifically, most of the people I encounter who are avoiding SEO have at least one major concern preventing them from following through with — or even just learning more about — this strategy. So, to help clear up some misconceptions and get in touch with an audience less familiar with SEO, I came up with this concise list of some of the most common concerns I typically see and hear about from SEO newcomers:

1. The ROI

Most SEO newcomers wonder about the “real” ROI of the strategy. Increasing your search visibility is a good thing, clearly, but it takes a lot of time and effort to accomplish those rising rankings, and there’s no guarantee how much extra traffic they’re going to send your way. On top of that, you need to think about your conversion rates: If they’re not high enough, that traffic may not be worth it.

But while these concerns are to some extent valid, it’s important to remember that SEO is a strategy that’s both flexible and intended for the long term. So, if you aren’t seeing a positive ROI after a month or two, try changing tactics and/or improve your methods until you start seeing positive momentum.

2. The time investment

As I mentioned, SEO is a long-term strategy. You won’t see results in the first week, and probably not even in the first month. You’ll spend hours optimizing your site, or thousands of dollars hiring an agency to do the work for you. If your company is short-staffed, or you’re already busy with existing marketing strategies, you may not be willing to make the time investment in learning and practicing SEO.

Related: Your SEO Checklist: 4 Steps to Optimizing Your Website

However, you don’t need to go over the top to start; even a few simple changes to your website’s structure and visibility can give you a boost, and provide a foundation that you can grow when you do have time.

3. Technical SEO

If you’re hesitant about the effectiveness of SEO, it’s safe to assume you don’t have much technical experience with website development or programming — and that the prospect of technical SEO intimidates you.

Fortunately, technical SEO is a lot less “technical” than it sounds, as I outlined in SEO 101: A Guide for the Technically Challenged.

4. The penalties

The prospect of Google penalties strikes fear into the hearts of most webmasters — or at least the ones who don’t fully understand them. After the emergence of major updates, like Panda and Penguin, search optimizers have thrown around the term “penalty” to scare SEO novices into thinking that one simple mistake could instantly tank their site’s rankings.

Certainly  it’s true that if you do something that decreases your trustworthiness (such as publishing questionable content or building spammy links), your authority and rankings could fall. But even this outcome is nothing that’s beyond repair—and these mistakes are pretty easy to avoid.

“True” Google penalties are manual actions that come into play only under the most egregious circumstances — such as when you’re intentionally and repeatedly trying to manipulate your rank.

5. Public perceptions

I’ve spoken to business owners who were afraid of the consequences of their audience finding out they used SEO as a strategy to earn traffic. In this context, they see SEO as a cheap or gimmicky strategy that could negatively affect the public’s trust in them.

Maybe this was true back in 1999, but today’s SEO is built on a foundation of providing high-quality content to a targeted base of users; it’s about providing value, not tricking search engines into ranking you higher.

6. Targeting

You might also be concerned about the idea of targeting your audience and specific keywords. The world of search is a big one; even if you serve a niche industry, there are hundreds — or even thousands — of keywords and topics to choose from, and your choices could make or break your strategy.

Fortunately, there’s some wiggle room here; you can choose to target words based on volume, competition, relevance or a customized mixture of all three. That may sound complicated if you’re uninitiated, but even after just an hour or two of diving into keyword research, you’ll find that everything will start to make more sense.

7. The complexity

The sheer apparent complexity of SEO is enough to turn some people away entirely. There are literally hundreds of factors that could influence your rankings in search engines, and even more considerations to bear in mind when you factor in content marketing and conversion optimization.

This is true, but none of those hundreds of factors are, by themselves, especially complicated. It will take you some time to learn them, but they’re all perfectly digestible: It just takes time to become acquainted with them.

There are some legitimate concerns about SEO for newcomers; it isn’t a strategy you can master quickly, nor is it guaranteed to pay off. But given enough time, investment and dedication, anyone can plan and manage a respectable SEO strategy that yields a positive ROI. And as long as you’re playing by the rules, there’s no significant danger that you’ll earn a penalty or damage your reputation in the process.

So, dive in! Embrace SEO and learn more about it, perhaps even trying it for yourself before you write it off as a gimmick or a risk; you might be surprised what you’re able to accomplish.

Source: The 7 Most Common Concerns of SEO Newcomers

26- Jan2018
Posted By: DPadmin
27 Views

Take My Advice: Stop Taking So Much SEO Advice

If you want to be truly successful in SEO, you need to stop taking so much SEO advice. Here’s why.

There’s no shortage of SEO advice to go around. Heck, I’ve made a career out of it. I’ve listed hundreds of strategies companies can use to improve their rankings in search engines, and have provided updates as SEO develops, to guide search optimizers in the right way to respond to algorithm changes and new technologies.

For the most part, the advice you read on high-authority publishers and niche specialist sites is “good”—it’s not meant to lead you astray, and it usually provides factual, valuable information. But if you want to be truly successful in SEO, you need to stop taking so much SEO advice.

Wait, What?

I realize the bit of hypocrisy here. I’m dispensing advice that tells you to deliberately avoid taking advice—but I don’t mean you should ignore SEO advice altogether. Instead, I caution you to do three things:

  1. Double check the facts. Don’t just assume that an author knows what he/she is talking about. Do the research to see if other authorities have made similar claims, and how their experiments may have differed.
  2. Don’t follow tactics blindly. Make the effort to understand what you’re doing before you follow a step-by-step approach.
  3. Try new things for yourself. Dedicate some time to experimenting with new strategies of your own. It may seem riskier than just doing what other people have already done, but there are significant benefits to this experimental approach.

Here’s why.

SEO Isn’t One-Size-Fits-All

For starters, SEO isn’t a one-size-fits-all strategy. What works for one business in one industry isn’t necessarily going to work for someone else. For example:

  • National and local SEO function on different algorithms. Local SEO demands a separate set of tactics and strategies, which simply aren’t relevant to you if you’re pursuing national SEO. Fortunately, it’s easy to filter out irrelevant articles in this split, but it’s an example of just how different SEO can be for different companies.
  • Competition can make or break a strategy. Next, understand that the level of competition you’re dealing with can make or break a given strategy. If an influencer reports that their homepage moved up three spots for a given keyword term after producing a new video every week, that doesn’t mean you’ll see the same results; if you have far more competition, you might not move at all, and if you have far less competition, you might not need nearly as much effort to see the same results.
  • There are thousands of influential variables that can’t all be isolated. SEO is ridiculously complicated; even though we’ve pinned down a number of ranking factors, and how much impact they have (relatively speaking), it’s still hard to determine exact root causes for each shift in rankings we experience. For example, let’s say an article goes viral on social media and subsequently rises in rankings. It would be easy to think that its ranking increase was a direct result of those social shares, but in reality, it was likely a secondary factor—such as increased inbound links as a result of those social shares—that did the trick.

Misinformation Is Easy to Spread Unintentionally

I’ve written recently about a problem in the SEO industry related to the emergence and spread of inaccurate SEO information. This isn’t a product of people deliberately trying to lead others astray; instead, it’s a natural result of the industry.

SEO is necessarily imprecise in some ways (since Google doesn’t formally publish exactly how its ranking algorithm works), the nature of the industry changes quickly, and the SEO community is ravenous for new information, which many search optimizers are quick and eager to provide.

The end result is that information often gets published before it’s fully verified, and it’s easy for readers to form first impressions of articles that may reflect isolated incidents rather than broad trends. It’s also easy for this information to spread, since many influencers and community members share new information without checking its validity for themselves (I’ve been guilty of this too—we all have).

Misinformation is Often Spread Intentionally, Too

Aside from well-intentioned SEO professionals jumping the gun with unverified information in an attempt to be the first to publish new information, the internet is full of self-proclaimed “SEO experts” who eagerly spread false information in order to make a profit. Forums and low-authority blogs are where I most commonly find bad information being perpetuated.

For example, before Google’s Penguin algorithm update in April of 2012, it was considered a “best practice” to obtain as many inbound links as one possibly could, regardless of the quality of those links, and the anchor text used for those links needed to be “exact match” keywords. That is, if your keyword was “green widgets” then the link to your website should always say “green widgets.”

Today, this is precisely the kind of practice that will get your website penalized by Google. But lurking in the dark confines of small blogs and community forums are snake-oil salespeople, proclaiming that they can get you thousands of high-quality links in a day, each with perfectly keyword-optimized anchor text, and all this for the low price of $100. To many SEO newcomers looking for a cheap start to their SEO campaign, this seems like just the deal they’ve been looking for. After all, they know that more links is generally a good thing, so why not take the deal?

Clearly, this is just one type of SEO scam perpetuated by lurkers, but they are numerous. Distinguishing trustworthy SEO advice can be difficult for business owners who are just getting their feet wet with SEO, and it can be a minefield of misinformation designed to confuse business owners into spending their money unwisely.

Experimentation Is the Best Way to Learn

According to a scientific study of—ironically enough—science students, it’s easier for people to learn by doing than it is to learn by traditional forms of instruction. You can read and regurgitate information about SEO all day long, but until you get your hands on a campaign, doing your own keyword research, writing your own content, and doing your own measurement and analysis, you won’t develop a subjective, innate “feel” for how SEO works.

There’s nothing mystical going on here. Over time, as you venture into SEO on your own, you’ll get better at intuitively troubleshooting problems (the way auto mechanics can tell what’s wrong with a vehicle just by listening to it), and you’ll end up tinkering with tactics that even industry leaders haven’t considered. Ignoring the advice—and sometimes contradicting it—can lead you down an even more innovative path.

Conclusion

SEO advice is, for the most part, good. It will help you learn more about the industry, come up with better ideas, and might even inspire you to try something new. But you shouldn’t rely exclusively on advice, verbatim, to fuel your strategies.

If you want to see the best results, you need to take SEO advice with a grain of salt, think critically about what you’re reading, and ultimately use your own research and experience to fuel your progress.

Source: Take My Advice: Stop Taking So Much SEO Advice

25- Jan2018
Posted By: DPadmin
28 Views

Improve Your CTR & Lower Your Cost Per Click

If you really want to improve your Google AdWords’ results, perform these three maintenance tasks and watch your CTR skyrocket.

There are three crucial Google AdWords checks you should do regu­larly that ensure your pay-per-click (PPC) campaigns remain healthy.

1. Ongoing management: checks.

This part of managing accounts is relatively easy to carry out and is essential if the rest of your AdWords work is to be effective. There are three things you want to measure in this step:

Conversion tracking

The first step to any success in any business system is deciding what measurement is going to tell you that your business is, in fact, running like it should. Setting up conversion tracking is simple, but it’s also easy for things to break down. If you’re using code on key pages to measure conversions, check regularly to be sure the code is still present and installed correctly.

Also, check the conversion process itself to ensure no glitches have cropped up. Working tracking code on your “thank-you” page is pointless if the lead-capture form is broken. Make sure these pieces of your funnel are installed and functioning.

Campaign settings

The settings inside your AdWords account aren’t likely to change without your noticing. But, don’t take this for granted, especially if you’re not the only person administrating your campaign. Keep a written record of your settings and occasionally check them to be sure nothing’s been moved, adjusted, paused or unintentionally reset.

Landing pages

Start by looking for obvious glitches such as broken formatting or dead links. Then take a high-level view and ask whether you’re matching the right landing page to the right ad copy. Does what you promise in the ad get delivered in the landing page? Is the connection between the two obvious to the visitor? Is there a better landing page you could be using?

2. Ongoing management: optimizing.

“Outliers” is a term made popular by Malcolm Gladwell’s book Outliers: The Story of Success. It refers to fringe elements that, in some way, behave differently than everything else. The “outliers” in AdWords are the campaigns, ad groups, keywords, ads or placements that perform significantly better — or significantly worse — than everything else.

You could spend your time optimizing every last element of your PPC campaigns, but that’s not smart. Go for your outliers first. The goal is simple: Increase the good outliers, and decrease or fix the bad ones. If you have a particularly high-performing keyword, for instance, you might want to raise the bid and get more impressions, clicks and conversions. If you have a poorly performing keyword, try lowering the bid or even removing it from the campaign altogether.

Before you reach for the “nuke” button, however, ask whether you can improve the bad keyword by writing a better ad or building a better landing page for it. Sometimes your worst player can turn into your star player.

3. Ongoing management: expansion.

Once your AdWords account is well-optimized, think expansion: more impressions, more clicks and more conversions. With PPC, you can never have too much of a good thing.

There are a number of different ways you can expand an account.

Richer, thicker search campaigns

  • Start with new keywords. The search query report is a goldmine for this information. (To access this, look under the Dimensions tab, and in the “View” drop-down box, select “Search Terms.”) This shows you the actual search terms people typed in that Google chose to show your ad for. Look for common phrases that aren’t yet in any of your ad groups. Add them in.
  • Look in the Opportunities tab for Google’s list of additional keyword suggestions. This section is useful for finding new ideas, but beware: Don’t be too quickly sucked into Google’s insistence that the best thing you can do is increase your maximum bids. There’s a time and place to raise bids. Don’t do it in kneejerk response to Google’s pestering.
  • Pay regular visits to Google’s Keyword Planner. We also recommend third-party appli­cations like SpyFu, SEMrush and WordStream. Go digging there on a regular basis to find new keyword ideas.
  • Try aiming for the top positions. When your ad moves to the top of the page above the organic results, the positive difference in click-through rate (CTR) is massive. Use your “Top vs. Other” report to see this spelled out in hard numbers.

Display campaigns with vibrant ads that show everywhere

  • Never assume that the performance of your display campaign ads has hit its ceiling. Keep testing new ads, especially image ads and try to beat your best CTR. You can often get a quick win just by testing a vibrant new image or a new headline.
  • If you’re using a managed placement campaign, look around for new sites where you can feature ads. If you’re using contextual targeting, look for new keywords or topics you can introduce that will expand the range of sites where your ads can show.
  • Experiment with different targeting methods. If you’re only using managed placements, give contextual targeting a try and vice versa. And if you’re not using remarketing, this should be at the top of your idea list.

Source: Improve Your CTR & Lower Your Cost Per Click – #UGGoogleAdWords #EntrepreneurBooks –

26- Sep2017
Posted By: DPadmin
361 Views

11 Strategies for Optimizing Your Amazon Product Listing

You just need to keep focused and follow some consistent strategies.

Amazon is the biggest online marketplace that can help many retailers sell their products online. However, ranking high on Amazon requires a better understanding of the Amazon product ranking algorithm, A9.

To boost your product’s visibility on Amazon here are 11 tactics that can surely raise your conversions and will help to improve your ROI.

1. Make products available for Amazon Prime.

Amazon’s revenue from prime members extends well beyond subscription fees. Recently, it was estimated that Amazon brought in about 90 percent of revenue from prime subscriptions.

Why select a product that ships at a low speed with an additional cost when you could purchase a product with fast and free shipping?

To give a lift-off to your product’s visibility, you need to make it eligible for Amazon Prime. If you are unable to ship from a warehouse, you can make your items fulfilled by Amazon Fulfillment (FBA). This means that you ship your products to Amazon’s warehouses and they will take care of shipping, handling, and returns.

But unfortunately, FBA fees are generally not expedient for sellers. You can use their FBA calculator in order to calculate the accurate fees and determine if this process is for you.

Use a warehouse (or garage) of your own, as seller fulfilled prime area. This course of action has been introduced by Amazon which allows merchants to ship from their warehouses directly. This saves the fees and cuts the cost to you of FBA fees. You can find out more about the program on Amazon’s YouTube Channel.

2. Optimize product title.

Noticeably, your product title will have the greatest influence on product performance in search. According to Amazon, your title should include components such as:

  • Brand
  • Product type
  • Product line
  • Size
  • Color
  • Quantity
  • Material or key feature

Your product title might look like this:

Brand Name + Series Name + Model Name + Form Factor + Unique Identifier (color, capacity, pack size, etc).

An example of good product title optimization.

Look below at some of the useful ways to optimize Amazon product titles.

  • Use special characters like & – etc. to add some style and break up phrases naturally.
  • Make the length around 80 characters of your product title.
  • Product titles should be filled with the product information and its distinguishing features rather than with rebate offers, keywords, claims, sales messaging or anything else. An example of a perfectly executed product title is KIND granola that offers useful information relevantly with proper naming convention.

This is an example of a clear and an informative title that is listed favorably by Amazon and clicked-on without hesitation by potential customers.

3. Optimize product description.

Get HTML text formatting and images into your brand registered products description with Amazon’s enhanced brand content.

The advantage of enhanced brand content is that you can spark your listing page with more graphics and visuals. Thus it will become easy for potential customer to read through and it also enables you to break up your product page into logical sections with headers.

You should also get some more visuals, photography and infographics prepared for EBC content instead of using same images in the image carousel on your listing because all EBC content is checked by people at Amazon.
If your brand is registered then you would create your enhanced brand content into your seller central account as:

An example demonstrating how to create your enhanced brand content into your seller central account.

Look at some of the below mentioned ways that can help you in optimizing your product description.

  • Use capital letters to spotlight features.
  • Add powerful taglines to split the description to make it easily readable.
  • Explain why consumer is going to love your product by giving your product a narrative.
  • Use explanatory language (e.g. vigorous, effective, strong, beautiful and smooth).

4. Optimize for Amazon SEO.

The first step is to understand Amazon’s search algorithm (A9) to rank your product at the top of SERPs. Amazon sorts results by relevance and performance factors.

Use Amazon keyword research tool like Sonar to make suggestions according to search queries of Amazon shoppers, research keywords relatively and know the actual search volume of keywords on Amazon.

  • Include relevant keywords and use long tail keywords in your listing text.
  • Create your bullet points between two-three lines each. Use HTML and formatting to make them visually more attractive.
  • Use Sellics keyword ranking tracker to see the daily changes in keyword rankings, adjust the date range to analyze a specific time period and make notes in the keyword tracker. Sellics also optimize your sponsored products ads and increase your organic sales on Amazon advertisement.
  • Use product photos with resolution of at least 1,000 x 1,000 pixels to enable zoom function, ensure the clear visibility of your brand in at least one of your product images and use few photos to demonstrate benefits or uses.

5. Select right category for your product.

Your product category need to be correct for your listing to be visible on Amazon. While editing your listing in more details find item type to categorize your product.

Shoppers frequently browse by category. The simplest method to determine what category to select is to look at some batch of competitors and categorize accordingly. List your product by considering the following situation.

  • If competitors are all in the same category and have high revenues, use that same category.
  • If competitors are all in the same category and have bad revenues, what will you differently?
  • If competitors are in various categories, examine their monthly revenues to find a connection among category and listing.
  • If category does not affect revenue, select the category that is more relevant for your product.
  • If revenue is affected by category then select the category having high revenue.

6. Make use of PPC keywords.

You should run Amazon pay-per-click ads. PPC has a positive approach towards listing optimization.

Look at your product ads and figure out your keywords having an ACoS below 25 percent. List them into your product’s description, headline and backend keywords for proper integration.

For example: A customer who sold silicone baking mats. After running Amazon PPC the keyword “silicone baking pan” earned $4 for every $1 spent. It wasn’t instinctive as that was a different product than a baking mat, but it turned out that people who were searching for pans bought mats.

They took this new keyword and put it into a bullet point. We can often call it reusability of a “silicone baking pan.” They generated some extra revenue. You will get the better listing with running more ads automatically.

7. List an ASIN in your product field.

This will surely generate traffic to your page. Just get your product listed on a product page that is ranking. This is a great option for those who can compete for cost with nearly identical product. You can simply search the ASIN in the URL.
For example: Amazon.com/gp/product/B011ZLWHOE.

B011ZLWHOE is the ASIN in the above mentioned URL. Add that ASIN to your product fields, change the brand in your product fields to the brand on the listing. Ensure that you have a lower price as compared to your competitor’s product.

 

8.  Avoid duplicate content.

Ensure that all your product pages on Amazon must use content that are different from e-commerce website you are using. As they are two different search engines. This is very obvious mistake that businesses make by using the same content.

You can make an original content in the following ways.

  • Read the product description carefully.
  • Write new description for your products covering all the important points and ensuring not to use the same sentences.
  • Offer extra important information that has not been covered previously.

9. Use product listing grader.

Improve your listing by using a free tool like The Jungle Scout Product Listing Grader.
This tool will provide you a rating and a breakdown of every element on the page performs:

(An example, demonstrating the breakdown of each element giving you a rate of your product performance).

You can calculate this by including points to each and every element.

(An image to depict where to spend the most time optimizing).

The more you work towards increasing the points the better rank you will get on Amazon.

10. Product rating.

The reviews you do get plays an important role because these will stimulate your rating.
Your product is doing actually well if you are in the top four-five star realm. But if your product is competing with a lower rating then no need to worry. Fortunately, take the following actions to get rid of struggling with product rating.

  • Search out the reasons in the bad reviews and try to fix the wrong things with the product.
  • Collect feedback from consumers with automated email campaigns to rectify a problem so as to avoid negative review.
  • Gather more reviews and manage your overall rating with good reviews.

Ensure to provide a stunning product at a reasonable price and offer a great customer experience.

11. Split testing your way to the top.

Split testing is probably the most verifiable correct way to know what works and what doesn’t. This includes changing one element of your listing and serving both this and the original to customers of your product page.

Collect significant data by running a split tests in order to get flexible ways so as to improve your listing.

Running a split tests on an Amazon product listing will alter your price by increasing or decreasing 10 percent and test your main image.
Amazon’s only split testing tool, Splitly helps sellers to know where they can optimize their products by creating various experiments.

(An example where sellers get more than double their average daily sales).

The above test results clearly describes that the product listing change that was decreased in price of three dollars, has greatly improved conversion rate and average daily sales.

Amazon can be a very challenging and tough marketplace.

Though Amazon is tough, if you spend some extra effort and time in learning how to optimize your listings then it will be much easier for you to compete.

Simply, follow the above mentioned strategies and go get selling by focusing on the things that matters to be ahead of many competitors.

Source: 11 Strategies for Optimizing Your Amazon Product Listing

10- Jul2017
Posted By: DPadmin
158 Views

SEO Vs. PPC: Pros, Cons And A Holistic Approach To Search

Attorneys are bombarded with information about digital marketing. To break through all of the information online, lawyers know having a strong digital presence is essential if they want to remain competitive.

Paid and organic search are two popular methods of online marketing with two distinctly different approaches. According to a 2016 survey, 53% of consumers use search to find a local business at least one time per month, indicating that attorneys need to have either an organic or pay-to-play strategy or some combination of the two.

Even seasoned internet marketers debate the benefits of paid search over organic search engine optimization campaigns for marketing a law firm online. Both have pros and cons, both require some investment, and both can be incredibly complicated.

There’s A Tool For Every Job

Before we go any further, we can’t say SEO is better than pay-per-click advertising or vice versa. Not every job requires a hammer, and each technique has its place in online marketing. More often than not, these two channels work in a holistic fashion to drive traffic to a website. As is true with investing, lawyers should not place all their eggs in one basket. A thoughtful, comprehensive approach is better than a laser-beam focus on one channel.

For firms that find themselves in the position of having to choose between SEO and PPC, here is the reality.

PPC: Fast, Targeted And Precise Traffic

Over the past decade, PPC has become a popular way for law firms to get direct exposure to the hordes of people using Google or social platforms like Facebook, LinkedIn and Twitter.

Mainstream ad platforms make it easy for marketers to target the exact audiences they want (and not the ones they don’t care about). Despite the sometimes prohibitive costs of paid search, attorneys can use it successfully to generate quality leads for their firms. A huge plus for pay-per-click is the immediate nature of it. As soon as campaigns are approved, they can start generating traffic and leads. No other form of digital marketing has that kind of impact except email marketing (which assumes you have a large list to communicate with).

Here are some other pros and cons for PPC:

  • The cost per click (CPC) can be very high for legal terms (in some cases, close to $100 per click for competitive niches). However, top positions in search can then be bought, and not all legal terms are that expensive.
  • First-page search traffic can be obtained almost instantly; however, as soon as the ad budget runs out or ads are discontinued, the traffic disappears.
  • Ads can be shown to the specific audience a lawyer wants to reach, helping him or her land the cases he or she wants. However, ad platforms can be complicated and difficult to learn.
  • Although PPC for attorneys can be expensive, some data show that 84% of visitors convert on their first trip a site.

SEO: Long-Lasting Investment In Your Web Presence

Search engine optimization has been catching the eye of law firms that realize the growing need to have visibility on the internet and in search. Google has a dominant market share in the world of search, so it’s no surprise law firms fixate on it. Even though SEO can take a long time to show results (in many cases, four to six months), the dividends it pays last long into the future.

Even after SEO work has stopped, law firms can continue to rank well for their keyword terms for weeks or even months for less competitive keywords. A high-quality SEO campaign is focused not only on search but also an attorney’s entire web presence.  Things like generating good content, building citations out across the internet, and generating a presence on other websites for link building all help build authority for a law firm. In this way, SEO becomes a more thorough marketing initiative instead of a one-off campaign.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

Here are some additional pros and cons of SEO:

  • SEO can give firms a solid footing in organic search but rankings can be lost to aggressive competition and algorithm changes.
  • Good SEO can help firms rank in applications like Google Maps, which is used by millions of mobile users. However, there are paid positions for those applications too.
  • Optimizing a site for search generates free traffic, but there are costs associated with hiring an SEO agency or spending a lot of your own time doing the work.

Above all else, lawyers should talk to a professional when they weigh their options between paid and organic search. Just like there are a lot of fly-by-night vendors for SEO, there are many for PPC management too. The channel you choose should align with your firm’s near- and long-term goals. It should fit into your budget and those dollars should go where they will get the best possible return on your investment.

Source: SEO Vs. PPC: Pros, Cons And A Holistic Approach To Search

15- Jun2017
Posted By: DPadmin
232 Views

4 things to note when optimizing for local SEO in 2017 | Search Engine Watch

According to digital marketing expert Jordan Kasteler, 1 in 3 of all Google searches has local intent. This means users search for and expect local information

SEO for businesses in 2017 will be revolutionary.

Within the space of 3 years, it has become significantly easier to find businesses, stores or items nearby, creating a shift in user’s intent and search behavior.

Users no longer have to include their location in search queries, such as inputting “coffee shops in Queens” into Google.

This trend has given way to the “near me” search query – Google “coffee shop near me” while in Queens, and Google will fetch coffee shops in your local area.

According to digital marketing expert Jordan Kasteler, 1 in 3 of all Google searches has local intent. This means users search for and expect local information in SERPs, and now more than ever, priority should be given to optimizing on-site and off-site strategies for local SEO.

Below are a few things to note when optimizing for local SEO in 2017.

#1: Title tags and meta descriptions still work

Title tags and meta descriptions are on-site HTML elements which reflect the content of your page, and are shown in SERPs and browser tabs as text. With Google increasing the width of the SERP to 600px, the length of title tags falls between 40 and 50 characters (best practices) while meta descriptions should be a maximum of 160 characters.

Titles display what your page is about to both visitors and search engine crawlers, while meta descriptions summarize the content of your page. Your title tags and meta descriptions must include the keywords you are trying to rank for, for example, “cheap hotels in Las Vegas” (title tag includes a keyword and locality).

Titles and meta descriptions must be unique, compelling and descriptive, as this can affect click-through rates from search results to your page.

Using the length guidelines above, ensure your title and descriptions are displaying in full on the SERP. Use tools like Yoast’s SEO plugin, SERP preview tool, and SEOmofo to emulate how your title tags and meta description will look in search results.

#2: Keyword research

Keyword research represents the very foundation of your SEO campaign and when done properly, keywords can drive traffic and rankings for your web pages. Keywords represent terms and phrases people type as search queries to find local businesses.

Keyword research for local SEO involves optimizing your web pages for keywords with geo-modifiers – i.e. place names and locations. For a furniture making business, a generic, non-local keyword might be “furniture makers” but for businesses optimizing for local SEO, an acceptable keyphrase would be “furniture makers Portland” or “furniture makers Portland Oregon”.

To optimize your keyword research for local SEO, brainstorm keywords or phrases with a geo-modifier that customers might use when searching for a business like yours. Run generated phrases or words through Google Keyword Planner or Keyword.io to get keyword ideas together with monthly search traffic stats.

Keyword research can be time-consuming, but rewarding when done properly. For a more in-depth guide, check out our complete guide to keyword research for SEO.

#3: Optimize for Google My Business and Bing Places for Business

Google My Business, formerly known as Google Places, allows you to display your business hours, phone number and directions to your office on Google Search and Maps. This service is free and will aid your SEO efforts, as your business is listed when customers search for your services.

When optimizing your Google My Business page, remember to upload your business logo and photos of your business (staff, office building, etc.).

For an online business with no physical location, you can hide your address, but be sure to fill in and validate every other piece of information entered. A misplaced phone number or wrong address can result in you losing customers and revenue.

For Bing Places, the process is similar to Google My Business. Though Bing cannot be compared to Google in terms of use and search traffic (3.5 billion searches per day), some customers nevertheless still use the search engine, and you might have what they are in need of.

 

#4: Local structured data

Structured data, sometimes referred to as schema markup, are codes which are added to websites to provide search engines with in-depth information about your products, your business offering, prices of your products, location-based offerings and much more.

According to ACMQUEUE, a measly 31.3 percent of websites use schema markup, and most of these on a very basic level. Schema markup on your websites make your business stand out in the SERP with things like rich snippets, which in turn will boost your CTR.

There are various options for businesses when implementing Schema markup, you can optimize your website according to your business type (dentist, travel agency, etc.), events (business listing in upcoming events) and location (location markup).

Google is forcing marketers to use schema markup and is rewarding websites who use this feature as structured data helps crawlers understand your web pages and the content in it. To check if your website is optimized for Schema markup, you can check out Google’s Structured Data Testing Tool.

Conclusion

The above points are a drop in the ocean for optimizing for local SEO, but implementing the points above will have you generating results and better conversion rates.

Source: 4 things to note when optimizing for local SEO in 2017 | Search Engine Watch