This document provides an overview of search engine optimization (SEO) best practices for getting started with an SEO campaign. It covers topics like keyword research, on-page optimization of title tags, meta descriptions, content, headings, images and navigation. It also discusses technical SEO factors such as canonical issues, XML sitemaps, and broken links. Additional tactics covered include link building, social signals, and SEO tools.
The document provides guidance on using online press releases to promote content and drive traffic. It recommends:
1) Optimizing press releases for search engines by including targeted keywords that match what readers search for at different stages of the buying cycle.
2) Choosing 2-5 target keywords and including them naturally 2-5 times per 500 words to attract search traffic while avoiding "search spam".
3) Including a clear call to action at the end of the press release to encourage readers to engage further with the content, such as clicking a link.
Search Engine Marketing Digital Readiness Training V4
This is a training presentation deck I developed for educating our internal marketers and external agencies on Search Engine Marketing (SEO and SEA etc).
SEO is important because search engines have become the primary way people find information online. To succeed at SEO, a website needs to make its content accessible and relevant to search engines through techniques like optimizing titles, URLs, meta descriptions and on-page content for target keywords. It also needs to build links, social shares and citations from authoritative sources to gain the search engine's trust. Regular tracking and testing of rankings, usability and conversions is required to continuously improve search performance.
This document provides an overview of search engine optimization (SEO) best practices. It discusses key SEO concepts like the three pillars of SEO - technical, content, and off-page factors. It also covers SEO strategy, analyzing traffic using Google Analytics, and tips for optimizing content and site structure. The goal of SEO is to influence search engines to rank websites higher in organic search results by improving both on-site and off-site elements related to user experience, content quality, and backlinks. Regular analysis of traffic and optimization is important to continuously improve SEO performance.
Digital marketing involves using online channels and strategies to promote a company's products and services. This includes building trust, growing client base, measuring success through digital campaigns, and providing greater flexibility. Search engine optimization is important as 80-90% of consumers find websites through search engines, with the top results receiving most clicks. SEO involves optimizing on-page and off-page factors to achieve high search rankings. Key factors search engines consider include keywords, links, content quality, and mobile friendliness. Social media marketing uses platforms like Facebook and Twitter to share content and build an online community to promote a brand.
The document provides information on how businesses can grow online using Google tools and search engine optimization strategies. It discusses how Google handles searches, processes over 40,000 searches per second, and how YouTube watches over 500 years of video every day. It also summarizes Google My Business for managing online presence, the importance of reviews and transparency for reputation, and strategies for search engine optimization including keyword research, link building, and content curation.
This document provides an overview of search marketing and how consumers use search engines. It discusses how the majority of UK internet users rely on search engines as their primary means of finding websites. Both paid search advertising and organic search engine optimization are important for businesses to achieve visibility and be found by consumers performing searches. It also outlines best practices for setting up and optimizing paid search and SEO campaigns.
nvesting in voice search optimization will, without a doubt, offer a progressive and safe investment for your ad campaign and marketing strategy or business.
A recent study found that choice search in eCommerce results in $1.8 billion in Amazon revenue. And researchers predict that this number will increase by up to $40 billion by 2022.
Best Practices In Digital Marketing and User Experience - 1 of 2
The document provides an outline for a presentation on best practices in digital marketing. It discusses defining an organization's digital footprint and media mix. It also covers usability, digital branding, and various digital marketing tactics like display ads, email marketing, landing pages, and search engine optimization. The presentation is divided into two parts, with the first focusing on defining an organization's digital presence and the second on specific digital marketing channels and tools.
On-page SEO is not a one-time effort and remains important for search engine optimization. It involves optimizing both on-page content like keywords, headings, and page speed, as well as technical elements of the webpage. While some technical skills may be needed, on-page SEO is not highly technical for most websites. Both on-page and off-page SEO strategies are important, with on-page SEO providing the foundation to support off-page link building and outreach efforts.
GinzaMetrics defines how to create good content in your digital marketing efforts that will help your brand get found. Learn more about GinzaMetrics' search and content marketing platform at: ginzametrics.com. Sign up for our free 14-day trial.
Summer Internship Project Report | The Fundamental of Digital Marketing | Lov...
Summer Internship Project Report on ✨The Fundamental of Digital Marketing ✨ With 6% Plagiarism | MRX.
Submitted in Lovely Professional University Jalandhar, Punjab.
✨ 9 October 2021 ✨
This Report Contain are these Things:-
Abstract
Introduction
Why Digital Marketing
Online Marketing
Website
Site design improvement:
Google Search Console/Google website admin
Slithering and Indexing
Web-based Media Marketing:
Web-based Media Marketers' Platform Usage Trends
Google Analytics
AdWords
AdSense
Pay-per-click (PPC)
How the PPC Model Works
Marketing is Future
Project on Facebook Ads
Reference
Cloudforce Essentials 2012 - 5 Secrets to Winning in Search
This document provides tips for optimizing a website for search engine rankings. It begins with an overview of how search engines work and the difference between SEO and SEM. The main part of the document outlines the presenter's "5 secrets to search success": 1) using web analytics to measure SEO performance, 2) conducting keyword research, 3) ensuring good crawlability of the site, 4) creating unique, high-quality content, and 5) obtaining and maintaining relevant inbound links. The presentation concludes with recommendations for some free SEO tools.
This document is a 26-page website analyzer report for mp3cwitch.com.ng that was generated on September 16, 2018. The report analyzes the website based on 37 criteria organized into 5 segments: Audience, SEO, Speed & Usability, Server & Security, and Mobile. For the Audience segment, the report provides details on the website's Alexa rank, bounce rate, daily pageviews per visitor, daily time on site, and visitors' localization. It finds the website does not rank highly on Alexa but has a bounce rate less than 30% and average daily time on site of over 4 minutes. The majority of visitors are from Nigeria. The report provides recommendations on how to improve various metrics.
The majority of patients seeking dental care rely on search tools provided by sites like Google to help them research and ultimately pick a dentist before ever meeting them for the first time. This reality makes local SEO for dentists even more crucial to their success as a provider.
Rand Fishkin discusses changes in search engine optimization (SEO) and search engine results pages (SERPs) in 2018. Google controls over half of all web searches but distributes traffic across different domains relatively evenly. Features like featured snippets and knowledge panels now make up a large portion of clicks. Marketers must adapt by optimizing for these features through content, links and other signals. Personalization also plays a bigger role, as Google tailors results based on location, device and user history. Overall, SEO requires a focus on providing helpful answers rather than just links.
This document provides an overview of key considerations for small businesses before investing in a new website. It emphasizes that the primary goal of any website should be to attract visitors through search engine optimization (SEO) like targeting relevant keywords in content, titles, headings and descriptions. Ongoing maintenance is also important, like keeping content fresh and growing backlinks, to ensure the website continues attracting visitors over time. Business owners are advised to do research on their industry and competitors before hiring a designer.
A guide for small, mid-size and large businesses to compete successfully in the crawler based search engines like Google, Yahoo or MS Live/MSN Search.
See more articles of mine at
http://www.cumbrowski.com/CarstenC/articles.asp
Proven secrets to increase traffic to your website in 2021 & beyond
Driving traffic is a never-ending effort, but it's also one that pays you long after you've begun. There are a plethora of ways for potential clients to find your website; all you have to do is choose the one that works best for your company. To observe a substantial increase in traffic, try one of these approaches in your next quarter's demand generation strategy. https://www.revglue.com/blog-detail/67-secret-to-increase-free-traffic-to-your-website
The document discusses how social media platforms like Twitter, LinkedIn and Facebook can be used by businesses for marketing purposes. It provides details on setting up accounts, engaging audiences, and strategies like link baiting. Some key highlights include how to use each platform to find leads, build relationships, drive traffic and control online reputation. Time requirements for managing accounts on each channel are also presented.
Mark Vozzo shares 5 secrets for search success:
1. Use analytics to measure SEO traffic and keywords.
2. Do keyword research to understand searchers and optimize content.
3. Ensure good crawlability by using sitemaps and avoiding Flash.
4. Optimize pages with unique, high-value content and proper metadata.
5. Build quality links using targeted keywords while avoiding paid links.
The document provides guidance on using online press releases to promote content and drive traffic. It recommends:
1) Optimizing press releases for search engines by including targeted keywords that match what readers search for at different stages of the buying cycle.
2) Choosing 2-5 target keywords and including them naturally 2-5 times per 500 words to attract search traffic while avoiding "search spam".
3) Including a clear call to action at the end of the press release to encourage readers to engage further with the content, such as clicking a link.
Search Engine Marketing Digital Readiness Training V4Martin Walsh
This is a training presentation deck I developed for educating our internal marketers and external agencies on Search Engine Marketing (SEO and SEA etc).
SEO is important because search engines have become the primary way people find information online. To succeed at SEO, a website needs to make its content accessible and relevant to search engines through techniques like optimizing titles, URLs, meta descriptions and on-page content for target keywords. It also needs to build links, social shares and citations from authoritative sources to gain the search engine's trust. Regular tracking and testing of rankings, usability and conversions is required to continuously improve search performance.
This document provides an overview of search engine optimization (SEO) best practices. It discusses key SEO concepts like the three pillars of SEO - technical, content, and off-page factors. It also covers SEO strategy, analyzing traffic using Google Analytics, and tips for optimizing content and site structure. The goal of SEO is to influence search engines to rank websites higher in organic search results by improving both on-site and off-site elements related to user experience, content quality, and backlinks. Regular analysis of traffic and optimization is important to continuously improve SEO performance.
Digital marketing involves using online channels and strategies to promote a company's products and services. This includes building trust, growing client base, measuring success through digital campaigns, and providing greater flexibility. Search engine optimization is important as 80-90% of consumers find websites through search engines, with the top results receiving most clicks. SEO involves optimizing on-page and off-page factors to achieve high search rankings. Key factors search engines consider include keywords, links, content quality, and mobile friendliness. Social media marketing uses platforms like Facebook and Twitter to share content and build an online community to promote a brand.
The document provides information on how businesses can grow online using Google tools and search engine optimization strategies. It discusses how Google handles searches, processes over 40,000 searches per second, and how YouTube watches over 500 years of video every day. It also summarizes Google My Business for managing online presence, the importance of reviews and transparency for reputation, and strategies for search engine optimization including keyword research, link building, and content curation.
This document provides an overview of search marketing and how consumers use search engines. It discusses how the majority of UK internet users rely on search engines as their primary means of finding websites. Both paid search advertising and organic search engine optimization are important for businesses to achieve visibility and be found by consumers performing searches. It also outlines best practices for setting up and optimizing paid search and SEO campaigns.
nvesting in voice search optimization will, without a doubt, offer a progressive and safe investment for your ad campaign and marketing strategy or business.
A recent study found that choice search in eCommerce results in $1.8 billion in Amazon revenue. And researchers predict that this number will increase by up to $40 billion by 2022.
Best Practices In Digital Marketing and User Experience - 1 of 2Pedro Laboy
The document provides an outline for a presentation on best practices in digital marketing. It discusses defining an organization's digital footprint and media mix. It also covers usability, digital branding, and various digital marketing tactics like display ads, email marketing, landing pages, and search engine optimization. The presentation is divided into two parts, with the first focusing on defining an organization's digital presence and the second on specific digital marketing channels and tools.
On-page SEO is not a one-time effort and remains important for search engine optimization. It involves optimizing both on-page content like keywords, headings, and page speed, as well as technical elements of the webpage. While some technical skills may be needed, on-page SEO is not highly technical for most websites. Both on-page and off-page SEO strategies are important, with on-page SEO providing the foundation to support off-page link building and outreach efforts.
GinzaMetrics defines how to create good content in your digital marketing efforts that will help your brand get found. Learn more about GinzaMetrics' search and content marketing platform at: ginzametrics.com. Sign up for our free 14-day trial.
Summer Internship Project Report | The Fundamental of Digital Marketing | Lov...Kodexhub
Summer Internship Project Report on ✨The Fundamental of Digital Marketing ✨ With 6% Plagiarism | MRX.
Submitted in Lovely Professional University Jalandhar, Punjab.
✨ 9 October 2021 ✨
This Report Contain are these Things:-
Abstract
Introduction
Why Digital Marketing
Online Marketing
Website
Site design improvement:
Google Search Console/Google website admin
Slithering and Indexing
Web-based Media Marketing:
Web-based Media Marketers' Platform Usage Trends
Google Analytics
AdWords
AdSense
Pay-per-click (PPC)
How the PPC Model Works
Marketing is Future
Project on Facebook Ads
Reference
Cloudforce Essentials 2012 - 5 Secrets to Winning in SearchSalesforce_APAC
This document provides tips for optimizing a website for search engine rankings. It begins with an overview of how search engines work and the difference between SEO and SEM. The main part of the document outlines the presenter's "5 secrets to search success": 1) using web analytics to measure SEO performance, 2) conducting keyword research, 3) ensuring good crawlability of the site, 4) creating unique, high-quality content, and 5) obtaining and maintaining relevant inbound links. The presentation concludes with recommendations for some free SEO tools.
This document is a 26-page website analyzer report for mp3cwitch.com.ng that was generated on September 16, 2018. The report analyzes the website based on 37 criteria organized into 5 segments: Audience, SEO, Speed & Usability, Server & Security, and Mobile. For the Audience segment, the report provides details on the website's Alexa rank, bounce rate, daily pageviews per visitor, daily time on site, and visitors' localization. It finds the website does not rank highly on Alexa but has a bounce rate less than 30% and average daily time on site of over 4 minutes. The majority of visitors are from Nigeria. The report provides recommendations on how to improve various metrics.
The majority of patients seeking dental care rely on search tools provided by sites like Google to help them research and ultimately pick a dentist before ever meeting them for the first time. This reality makes local SEO for dentists even more crucial to their success as a provider.
Rand Fishkin discusses changes in search engine optimization (SEO) and search engine results pages (SERPs) in 2018. Google controls over half of all web searches but distributes traffic across different domains relatively evenly. Features like featured snippets and knowledge panels now make up a large portion of clicks. Marketers must adapt by optimizing for these features through content, links and other signals. Personalization also plays a bigger role, as Google tailors results based on location, device and user history. Overall, SEO requires a focus on providing helpful answers rather than just links.
This document provides an overview of key considerations for small businesses before investing in a new website. It emphasizes that the primary goal of any website should be to attract visitors through search engine optimization (SEO) like targeting relevant keywords in content, titles, headings and descriptions. Ongoing maintenance is also important, like keeping content fresh and growing backlinks, to ensure the website continues attracting visitors over time. Business owners are advised to do research on their industry and competitors before hiring a designer.
A guide for small, mid-size and large businesses to compete successfully in the crawler based search engines like Google, Yahoo or MS Live/MSN Search.
See more articles of mine at
http://www.cumbrowski.com/CarstenC/articles.asp
Proven secrets to increase traffic to your website in 2021 & beyondsteave shawn
Driving traffic is a never-ending effort, but it's also one that pays you long after you've begun. There are a plethora of ways for potential clients to find your website; all you have to do is choose the one that works best for your company. To observe a substantial increase in traffic, try one of these approaches in your next quarter's demand generation strategy. https://www.revglue.com/blog-detail/67-secret-to-increase-free-traffic-to-your-website
From Alex Wolk at WordCamp St. Louis 2012: covers shortcuts to keyword research and implementing the Yoast SEO Plugin. Visit us at http://www.insiteadvice.com
The document discusses search engine optimization (SEO) best practices presented by Leslie Carruthers, President of The Search Guru. It covers analyzing website traffic and conversions, keyword research, on-page and off-page optimization strategies, and creating a long-term SEO plan that includes content creation, link building, and monitoring results. The goal is to help businesses drive targeted traffic, boost sales and brand awareness through organic search engine rankings.
Search Engine Optimization or SEO can be confusing for businesses that are new to the practice. This presentation will explain the process, basic strategies, and best practices.
This document provides an overview of search engine optimization (SEO) strategies and techniques. It discusses the importance of choosing keywords, differentiating between on-page and off-page optimization, and the significance of backlinks. The document emphasizes using white hat SEO tactics like high-quality content over black hat methods to achieve search engine rankings. It also stresses balancing on-page elements like keywords and titles with off-page factors like links and directories.
The document provides an overview of an SEO reseller program. It defines SEO as optimizing a website to perform better in search engines by ranking higher. The SEO reseller program allows individuals to sell SEO services from the company by acting as a reseller and branding the services under their own business name, while the company handles the actual work. There are no monthly fees for resellers, and resellers can start selling instantly but may need 3 days to set up online branding if purchasing a reseller kit from the company.
This document provides an SEO proposal from Sudarshan. It begins with an introduction of Sudarshan and the purpose of the proposal. It then discusses why to choose Sudarshan, focusing on his experience and approach of optimizing for relevant customers rather than just traffic. The proposal also addresses concerns about rankings guarantees and the timeline for seeing results. It concludes by outlining SEO services including analysis, keyword research, and on-site and off-site optimization recommendations tailored to the specific business.
SEO is one of the most cost-effective advertising methods, especially for small businesses. The document compares the costs and effectiveness of different advertising methods like TV, radio, magazines, direct mail, telemarketing and SEO. SEO has costs from $3,500-50,000 per year but can provide an ROI over 500% in some cases. It targets people actively searching for a business's products or services. Tracking tools are available to monitor website rankings and volatility in search engine results.
The document provides an 8-step guide to internet marketing. It discusses creating a keyword strategy, optimizing website content for keywords through on-page SEO elements like titles, meta descriptions and headings, creating blog and other content, promoting content on social media, converting site traffic into leads, nurturing leads with email marketing, being mobile-friendly, and analyzing strategies. The guide recommends businesses first focus on their on-page optimization by incorporating targeted keywords throughout their website to increase their chances of ranking higher in search results for those keywords.
Keyword monitoring is any activity that tracks your site’s position based on specific keywords. This method allows you to generate appropriate metrics and statistics.
Keyword monitoring is any activity that tracks your site’s position based on specific keywords. This method allows you to generate appropriate metrics and statistics.
This document provides an overview of search engine optimization (SEO) including what SEO is, what it is not, who uses SEO, keyword research, PageRank, on-page optimization techniques like title tags and headers, and proper keyword use on pages. SEO refers to optimizing websites to rank higher in search engines and get more organic traffic. It involves both on-page techniques like optimizing content and off-page factors like backlinks. Key aspects covered include researching keywords, using keywords in titles, headers and content, and understanding PageRank as a measure of site authority.
Discover How This Ninja Suite Of Tools Can Easily Replace Every SEO Tool You OwnMatthew Woodward
This has quickly become my favourite SEO tool! SERPed provides a powerful suite of SEO tools which allows you to replace Ahrefs, Majestic, SEMrush & many more.
This in turn replaces monthly recurring subscriptions with one low cost one, making it a huge money saver & essential tool for everyone who is serious about improving organic search traffic to have!
The document provides an overview of search engine optimization (SEO) for beginners. It discusses what SEO is, what it is not, who uses SEO, and various SEO techniques including keyword research, choosing keywords, understanding PageRank, how important PageRank is, and how to increase a site's PageRank. The document aims to give beginners foundational knowledge about SEO best practices and strategies.
Haiku Deck is a presentation tool that allows users to create Haiku style slideshows. The tool encourages users to get started making their own Haiku Deck presentations which can be shared on SlideShare. In just a few sentences, it pitches the idea of using Haiku Deck to easily create visually engaging slideshows.
The document provides best practices for improving digital customer experiences. It recommends analyzing web, mobile, and operational data to find opportunities for improvement. It also suggests conducting expert reviews of digital touchpoints to identify usability issues. Additionally, the document stresses the importance of incorporating customer feedback to understand customers' needs and preferences when making design decisions. The goal is to deliver digital experiences that are useful, easy to use, and enjoyable for customers.
1) 91% of B2B marketers use content marketing, spending an average of 33% of their budgets on it. The use of tactics like research reports, videos, and mobile content are increasing.
2) Producing enough content is now the top challenge for B2B marketers, replacing producing engaging content which was the top challenge in previous years.
3) The most effective B2B content marketers allocate a higher percentage of their budget to content marketing and use more tactics and social platforms than less effective marketers.
This document discusses how content marketing has become critical for most organizations' marketing strategies. It outlines how paid, owned, and earned media are blurring together in an evolving digital landscape. Content marketing, especially using online video and social media, can help integrate these different types of media across the customer lifecycle to increase impact and ROI. However, managing content across multiple online channels and platforms poses challenges around cost, time-to-market, and measurement. Cloud-based content services can help address these challenges by enabling efficient video delivery, app development, and cross-platform analytics.
Inbound marketing is the process of helping potential customers find a company through helpful content before they are looking to purchase. It relies on creating high-quality, non-promotional content like articles, videos, and whitepapers to engage and educate prospects. When done effectively, this approach generates better results than interruptive traditional marketing by building relationships and allowing buyers to come to the company when they are ready to buy. Content must be relevant to target personas and address their challenges. Common inbound tactics include search engine optimization, social sharing, blogging, and social media engagement to spread content and visibility.
Getting Started with Marketing MeasurementC.Y Wong
This document provides an introduction to marketing metrics for B2B marketers. It discusses the importance of measurement and analytics in today's marketing world. The summary focuses on two categories of metrics: revenue metrics that demonstrate marketing's impact on revenue and profit for executives, and program metrics that gauge campaign performance for internal use. Revenue metrics track leads and opportunities through the funnel to closed deals, while program metrics benchmark activities like email opens, website traffic, and social media engagement.
The document analyzes over 11,000 Facebook advertising campaigns to provide benchmarks on key metrics like click-through rate, cost per click, cost per thousand impressions, and cost per fan. It finds that as Facebook advertising has grown, click-through rates have decreased while costs have increased. Certain factors like age, gender, education level, and using friends-of-friends targeting can impact click-through rates. The benchmarks are intended to help brands evaluate how well their own Facebook campaigns are performing compared to averages.
The document summarizes insights from community managers in 2013 about trends, metrics, and benefits of community management. Key points include: more employees are participating in communities; popular metrics include email/ticket volume, traffic, engagement, and sentiment; emerging trends include social media adopting more community approaches and greater emphasis on growth and engagement; and benefits include cost savings, leads, faster response times, idea generation, and stronger customer relationships.
Combining Knowledge and Data Mining to Understand SentimentC.Y Wong
This white paper examines different approaches for sentiment analysis and summarizes the key benefits and drawbacks of each:
1. The data mining approach represents documents as numeric vectors and applies machine learning techniques to discover patterns for predicting sentiment. While capable of discovering complex patterns, it does not maintain important contextual information and provides little insight into model predictions.
2. The natural language processing (NLP) approach uses linguistic rules defined by domain experts to determine sentiment polarity. It can better capture context but requires more time to develop rules and annotate training data.
3. A hybrid approach combines the two by using data mining to discover patterns for rule development in NLP models or by incorporating linguistic features into machine learning models. This takes advantage
Best Practices from the Worlds Most Social BrandsC.Y Wong
This document provides guidance on how to scale a social media presence globally for large enterprises. It recommends first assessing the current situation to understand how many accounts exist and their level of activity. It also suggests ensuring readiness by having dedicated support and resources. The key steps include: 1) Identifying objectives for the social strategy and how audiences will be engaged; 2) Outlining the resources and phases needed, which typically takes 6-12 months; 3) Implementing the strategy through elements like branding, governance, and enablement across the organization. Effective scaling requires assessing the current state, having clear goals, and coordinating implementation globally.
This document provides an introductory guide on how to use Twitter for business. It begins with an overview of Twitter and common Twitter terminology. It then outlines 6 steps to setting up and optimizing a Twitter profile for business purposes, including signing up for an account, personalizing your company profile, starting to tweet, finding people to follow, getting people to follow you back, and engaging with your network on Twitter. The document then discusses how to use Twitter for various business objectives like marketing, PR, and customer service.
10 Awesomely Provocative Stats for Your Agency's Pitch Deck C.Y Wong
This document provides 10 statistics that could be included in an agency's pitch deck to make it more compelling. Some key stats include: posts receiving 57% fewer likes and 78% fewer comments when a brand posts twice daily; click-through rates on triggered messages being 119% higher than usual messages; and emails opens on smartphones/tablets increasing 80% in the last 6 months. The document aims to equip agencies with compelling data to strengthen their marketing proposals.
Top Five Metrics for Revenue Generation MarketersC.Y Wong
This document discusses key metrics that B2B marketers should track to measure revenue generation. It recommends tracking:
1) Number of leads produced, close rate (new customers/new leads), and revenue per new customer to understand lead generation, nurturing, and quality.
2) Adding metrics like average time to close and cost per new customer.
3) Breaking down the buying process into stages and tracking movement through each stage via funnel reporting.
This Oracle white paper provides an 8-step process for determining an effective social media mix. It advises analyzing current social media channels used, content distributed, and subscriber sizes. Channels should then be organized by formality and frequency of content. Overlapping channels should be consolidated. Gaps in reaching parts of the community should be identified and filled. A prioritization tool can help determine high-priority new initiatives. Finally, a content flow sketch maps how content moves across channels. Following this process allows optimizing the social media mix.
The Definitive Guide to Marketing AutomationC.Y Wong
This document provides an overview of marketing automation. It defines marketing automation as software that streamlines, automates, and measures marketing tasks and workflows to increase efficiency and revenue growth. The document discusses how marketing automation enables key modern marketing practices and common features of automation platforms. It also clarifies what marketing automation is not, such as only email marketing, a way to send spam, or a solution that delivers value without effort.
The document discusses the six stages of the customer lifecycle: Discovery, Evaluate, Buy, Experience, Bond, and Advocate. In the Discovery stage, potential customers begin researching solutions online. The document recommends companies have a presence on social networks and a customer community to engage with potential customers and answer questions. It also discusses how customer communities can help during the Discovery stage by appearing in search results and allowing prospects to access user experiences.
1. The document provides a template for creating a digital marketing plan using the SOSTAC framework. It includes sections for conducting a situation analysis, setting objectives, developing strategies, and defining tactics.
2. The situation analysis section guides the user to analyze their customers, market, competitors, and capabilities. This informs the objective setting section, where goals and KPIs are defined based on the customer lifecycle.
3. The strategy section outlines developing strategies for targeting, positioning, the marketing mix, branding, and online presence. This leads to the tactics section which provides the details to execute the strategies.
This document provides examples of well-designed blog homepages across different industries like business, design, entertainment, lifestyle, nonprofit, and technology. Each example highlights key design elements like consistent color schemes, balanced content presentation, use of images and thumbnails, and easy navigation. The conclusion emphasizes that an effective blog design focuses on layout that allows readers to easily access content according to their needs and interests, rather than just visual graphics.
This document provides an overview of digital influence and how businesses can identify and engage influential consumers on social media. It discusses how influence is difficult to measure precisely with social media scores alone. The document outlines an influence action plan for businesses to define desired outcomes and identify the right influencers to work with. It also provides case studies of companies experimenting with digital influence programs and a guide to available influence software tools.
This document provides guidance on developing a project management methodology using a traditional phased approach. It outlines 10 steps across the initiate and plan stages, including creating a project charter, developing a work breakdown structure, and establishing plans for scheduling, budgeting, risk management, change management, communications, and procurement. Templates are provided to complete each step and develop a formal project plan. The overall goal is to help users create a customized methodology for managing projects within their organization.
The membership Module in the Odoo 17 ERPCeline George
Some business organizations give membership to their customers to ensure the long term relationship with those customers. If the customer is a member of the business then they get special offers and other benefits. The membership module in odoo 17 is helpful to manage everything related to the membership of multiple customers.
How to Show Sample Data in Tree and Kanban View in Odoo 17Celine George
In Odoo 17, sample data serves as a valuable resource for users seeking to familiarize themselves with the functionalities and capabilities of the software prior to integrating their own information. In this slide we are going to discuss about how to show sample data to a tree view and a kanban view.
Beyond the Advance Presentation for By the Book 9John Rodzvilla
In June 2020, L.L. McKinney, a Black author of young adult novels, began the #publishingpaidme hashtag to create a discussion on how the publishing industry treats Black authors: “what they’re paid. What the marketing is. How the books are treated. How one Black book not reaching its parameters casts a shadow on all Black books and all Black authors, and that’s not the same for our white counterparts.” (Grady 2020) McKinney’s call resulted in an online discussion across 65,000 tweets between authors of all races and the creation of a Google spreadsheet that collected information on over 2,000 titles.
While the conversation was originally meant to discuss the ethical value of book publishing, it became an economic assessment by authors of how publishers treated authors of color and women authors without a full analysis of the data collected. This paper would present the data collected from relevant tweets and the Google database to show not only the range of advances among participating authors split out by their race, gender, sexual orientation and the genre of their work, but also the publishers’ treatment of their titles in terms of deal announcements and pre-pub attention in industry publications. The paper is based on a multi-year project of cleaning and evaluating the collected data to assess what it reveals about the habits and strategies of American publishers in acquiring and promoting titles from a diverse group of authors across the literary, non-fiction, children’s, mystery, romance, and SFF genres.
Split Shifts From Gantt View in the Odoo 17Celine George
Odoo allows users to split long shifts into multiple segments directly from the Gantt view.Each segment retains details of the original shift, such as employee assignment, start time, end time, and specific tasks or descriptions.
Credit limit improvement system in odoo 17Celine George
In Odoo 17, confirmed and uninvoiced sales orders are now factored into a partner's total receivables. As a result, the credit limit warning system now considers this updated calculation, leading to more accurate and effective credit management.
Views in Odoo - Advanced Views - Pivot View in Odoo 17Celine George
In Odoo, the pivot view is a graphical representation of data that allows users to analyze and summarize large datasets quickly. It's a powerful tool for generating insights from your business data.
The pivot view in Odoo is a valuable tool for analyzing and summarizing large datasets, helping you gain insights into your business operations.
Ardra Nakshatra (आर्द्रा): Understanding its Effects and RemediesAstro Pathshala
Ardra Nakshatra, the sixth Nakshatra in Vedic astrology, spans from 6°40' to 20° in the Gemini zodiac sign. Governed by Rahu, the north lunar node, Ardra translates to "the moist one" or "the star of sorrow." Symbolized by a teardrop, it represents the transformational power of storms, bringing both destruction and renewal.
About Astro Pathshala
Astro Pathshala is a renowned astrology institute offering comprehensive astrology courses and personalized astrological consultations for over 20 years. Founded by Gurudev Sunil Vashist ji, Astro Pathshala has been a beacon of knowledge and guidance in the field of Vedic astrology. With a team of experienced astrologers, the institute provides in-depth courses that cover various aspects of astrology, including Nakshatras, planetary influences, and remedies. Whether you are a beginner seeking to learn astrology or someone looking for expert astrological advice, Astro Pathshala is dedicated to helping you navigate life's challenges and unlock your full potential through the ancient wisdom of Vedic astrology.
For more information about their courses and consultations, visit Astro Pathshala.
How to Configure Time Off Types in Odoo 17Celine George
Now we can take look into how to configure time off types in odoo 17 through this slide. Time-off types are used to grant or request different types of leave. Only then the authorities will have a clear view or a clear understanding of what kind of leave the employee is taking.
The Jewish Trinity : Sabbath,Shekinah and Sanctuary 4.pdfJackieSparrow3
we may assume that God created the cosmos to be his great temple, in which he rested after his creative work. Nevertheless, his special revelatory presence did not fill the entire earth yet, since it was his intention that his human vice-regent, whom he installed in the garden sanctuary, would extend worldwide the boundaries of that sanctuary and of God’s presence. Adam, of course, disobeyed this mandate, so that humanity no longer enjoyed God’s presence in the little localized garden. Consequently, the entire earth became infected with sin and idolatry in a way it had not been previously before the fall, while yet in its still imperfect newly created state. Therefore, the various expressions about God being unable to inhabit earthly structures are best understood, at least in part, by realizing that the old order and sanctuary have been tainted with sin and must be cleansed and recreated before God’s Shekinah presence, formerly limited to heaven and the holy of holies, can dwell universally throughout creation
Integrated Marketing Communications (IMC)- Concept, Features, Elements, Role of advertising in IMC
Advertising: Concept, Features, Evolution of Advertising, Active Participants, Benefits of advertising to Business firms and consumers.
Classification of advertising: Geographic, Media, Target audience and Functions.
(T.L.E.) Agriculture: Essentials of GardeningMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏.𝟎)-𝐅𝐢𝐧𝐚𝐥𝐬
Lesson Outcome:
-Students will understand the basics of gardening, including the importance of soil, water, and sunlight for plant growth. They will learn to identify and use essential gardening tools, plant seeds, and seedlings properly, and manage common garden pests using eco-friendly methods.
2. Getting Started With Search Engine Optimisation (SEO)
About This Whitepaper .................................................................................................. 4
Organic Listings ............................................................................................................ 5
Where Every SEO Campaign Should Begin – Keyword Research ........................................ 6
Title Tags ..................................................................................................................... 8
Meta Descriptions ......................................................................................................... 9
Content .......................................................................................................................10
Headings .................................................................................................................10
On Page Content ......................................................................................................11
Images ....................................................................................................................12
Navigation................................................................................................................12
Sitemap Page ...........................................................................................................13
Technical SEO..............................................................................................................14
Canonical Domain Issue ............................................................................................14
Canonical Tag...........................................................................................................15
URL Structure ...........................................................................................................15
Rich Snippets ...........................................................................................................16
Schema ...................................................................................................................16
Robots.txt File ..........................................................................................................17
XML Sitemap ............................................................................................................18
Broken Links ............................................................................................................19
HTML Coding............................................................................................................19
SEO Tools ...................................................................................................................20
What Else Should You Be Doing? ...................................................................................21
Link Building ................................................................................................................23
Social Signals...............................................................................................................24
Linking Your Site To Your Social Properties .................................................................24
Social Sharing...........................................................................................................24
Google Updates ...........................................................................................................25
Black Hat SEO ..........................................................................................................25
Tactics to Avoid ...........................................................................................................26
SEO Myths...................................................................................................................27
Summary ....................................................................................................................31
3. A Little Bit About Koozai:
Koozai are a multi-award winning digital marketing agency.
We’re one of the UK’s fastest growing technology companies having been ranked 23rd in the
Deloitte Technology Fast50.
We help businesses connect with their customers online – providing a range of industry-
leading services from Organic Search Engine Optimisation (SEO) and Pay Per Click (PPC)
Management to Link Building, Social Media and Brand Management.
We thrive on building long-lasting client relationships and delivering true value for money.
We’re passionate about what we do - and that shows in our work.
No lengthy contracts, just world class Digital Marketing. Koozai will help you build your
brand online and achieve ROI that can be clearly measured against your bottom line.
How To Get In Touch:
If you would like to get in touch with us, please visit our website (www.koozai.com) or use
one of the methods below:
4. About The Author:
Andy Williams, our DADI award winning Digital Marketing Manager, has over 9 years’
experience in the SEO industry including 2 years as the in-house SEO consultant with a
leading Web Design company.
About This Whitepaper
The main purpose of a search engine is to provide the searcher with the most relevant
information relating to your search query. The authority of the results is also a big factor.
Search engines decide the authority and relevance of the web pages they rank by
calculating a score based on over 200 ranking factors within their ever changing algorithm.
Knowing that there are over 200 factors is pretty much all the information Google are
prepared to release (there are helpful documents but they certainly won’t be giving you all
200 factors); however, there are a number of best practices (that Google are very open
about) that all websites should have in place to ensure your site can be crawled and
understood. This will give you a better chance of ranking for your desired terms.
In this Whitepaper we will be looking at the Search Engine Optimisation (SEO) best practices
to get you up and running as well as some of the free tools you can use to help you monitor
your site performance.
5. Organic Listings
The practice of SEO is to influence the organic search results. These are completely different
to advertised rankings which are achieved through Pay per Click (PPC) on the Google
AdWords platform. There is a common misconception that the more you pay in AdWords the
higher up you will appear for your organic results. There is no truth in this at all. These are
completely separate services.
Paid results appear above and/or down the right-hand side of the SERPs (search engine
result pages).
Organic rankings appear as highlighted below:
6. Where Every SEO Campaign Should Begin – Keyword Research
Every campaign should start with some extensive keyword research.
Until you know what your potential customers are searching for, you can’t guarantee that
you are truly targeting them.
It’s very easy to assume you know what people are looking for. You could be targeting
industry terminology that end users simply don’t know about. You could end up targeting
terms that are so competitive that without either a big budget or 12 months’ worth of solid
SEO work you have no chance of ranking for.
Your keyword research can make or break your entire SEO campaign so you need to spend
time it carrying out.
The aim of this research is to provide you with a list of terms people use to search for your
products or services.
The size and authority of your site as well as the strength of your brand should also dictate
the type of terms you are realistically able to work with.
If you are a small online business with a new website then going after highly generic terms
is going to take a lot of work and a lot of patience.
If you are a bigger brand then you possibly have a site in place that already holds some
authority and so aiming for more generic terms is going to be a more realistic target.
So what should you do?
A great starting place is to find terms that have a good traffic level and a low competition
rate.
Suggested Tools:
There are a number of free tools you can use to carry out your research. With so many
available I have only listed a few:
Google Keyword Tool
Ubersuggest – This is the information Google suggests when you type a search query
into their search engine.
Google Insights / Trends
Wordtracker – there is a free trial available to play with before you have to commit to
buying this tool.
7. An Example Google Keyword Report
Remember the terminology you use within your industry may not be what is used by people
searching for your products or services. Brainstorm possible search queries with your team
and use this list as a starting point. Once you start to build up a list you will begin to see
terms you may not have thought of before; explore these further and you may uncover
some gems with high traffic and low competition.
Don’t run before you can walk, and start with a workable list of terms.
Make sure you work with a truly relevant term (for each individual page).
Don’t target terms that aren’t relevant simply to try and bring in extra traffic. If it isn’t
relevant traffic it could backfire and a high bounce rate could work against you, as well as
providing misleading traffic figures.
Once you have your list of terms it’s time to start looking at the on-page elements.
8. Title Tags
The Title tag assigned to each individual page is an important element of SEO.
This tag acts in a couple of ways. Firstly it describes exactly what searches the page is
relevant to. Secondly, it is the beginning of your “ad”; that little piece of online real estate
within the SERPs that helps to entice would be customers to click through to your page over
everyone else.
The important elements to try and include are:
Company name (for Brand promotion)
Primary targeted key term
Secondary / related key term (if possible)
The coding for a Meta tag looks as follows:
<head>
<title>Koozai – Your Intelligent Digital Marketing Agency</title>
</head>
How does it look in the SERPs?
The recommended length is 65 characters. You can push to 70 but there is no guarantee
that the whole Title will be displayed.
There is a school of thought that you can actually have a Title tag as long as you want, as
the guidelines state that Google will only DISPLAY up to 70 characters. However why include
information that can’t be seen?
Google can also replace your title if they see fit; often using other page text to make it more
relevant to a search query, which is a frustrating issue which can’t be changed.
9. Meta Descriptions
The Meta description tag may no longer hold the SEO value it once did, but it is still a highly
important Meta tag.
This is basically your sales pitch within the SERPs. This information could be the difference
between someone clicking through to your page or through to someone else’s.
Some elements you could include are:
Company name (Brand promotion)
Key term being targeted
A review of the page / product you are supplying / service you provide
A call to action
USP
Contact details
The code for this, with a title looks as follows:
<head>
<title>Koozai – Your Intelligent Digital Marketing Agency</title>
<meta name=”description” content=”Award winning digital marketing agency. Trusted for
SEO, Paid Search, Social Media and Digital Marketing services by 100 top brands. Find out
why.”>
</head>
How does it look in the SERPs?
Recommended length is no more than 155 characters. Beyond that and it won’t be displayed
or read by the search engines.
Don’t waste this space by filling it with irrelevant information and make sure what you write
really sells your product or service.
10. Content
When it comes to on page content there used to be a number of tick boxes:
Term in the first sentence
Term in the body text
Term in the final sentence
Overall keyword density of around 2%/3% (depending on the amount of content)
THIS IS NO LONGER THE CASE.
Search engines, especially Google, want you to write for the user and not the search engine.
Google are looking for you to provide visitors with a great user experience while at the same
time make sure the site is accessible to their crawlers. This is fundamentally different to the
old days of easy ”tick box” SEO where keyword positioning played its part.
There are, however certain elements that should still be worked with that help create a
natural layout of your page.
Headings
Each page should use heading tags.
This helps create a well-structured on page layout.
There are a number of heading tags that can be used:
<h1>This is heading 1</h1>
<h2>This is heading 2</h2>
<h3>This is heading 3</h3>
<h4>This is heading 4</h4>
<h5>This is heading 5</h5>
11. A H1 heading tag should be used as the main page heading. Beyond that, the rest should be
used as subheadings (use the relevant code depending on their importance within the
page).
If natural, include the main key term for that page; however, do not have a heading tag
that is simply the targeted term. You are writing for your audience not search engines (more
on that later).
It is good practice to only use one H1 tag per page. Although there is no solid proof that
using more than one can be detrimental to the success of a page, you should only need one
main page heading.
You can use the remaining tags as many times as is needed.
You will notice that using a Heading tag will bold the included text. However, heading tags
should not be used solely for this purpose. Use the <b> command to bold text.
On Page Content
Your aim should be to create fresh and unique content. This means you should write for
your audience and create engaging copy.
Google advise against the following:
Rehashing existing content
Having duplicate or near duplicate versions of your content across your site
There is no advised keyword density score that you should stick to. Write naturally and don’t
add unnecessary keywords. A good rule of thumb to abide by is: If someone who has no
idea about SEO can notice terms sticking out of your content – you haven’t written natural
flowing copy.
Keyword Research
Your initial keyword research should have also been carried out with content in mind.
Did you research relevant keyword variations that could be included within your copy?
Remember, adding a singular term as many times as you can is no longer a tactic that will
benefit you. So working with variations will not only help keep your copy on topic but also
naturally allow you to target further / long tail terms.
If you didn’t do this – revisit your research and look a little deeper. You may uncover some
terms with high traffic levels and low competition that provide you with easier wins in the
long run.
12. Images
All images should have Alt Tags assigned to them.
However make sure you use the Alt Tag in the correct manner. Years ago people used to
include key terms targeted on that page (within the Alt Tag) but this isn’t what the tag is
for. The tag is to help provide textual information that describes the image.
If you are using images that truly relate to the content of the page you should be able to
include key terms naturally without trying to crowbar them in.
Navigation
You could have completed all the above, but if the search engines can’t crawl your site then
they won’t be seeing any of your great content any time soon.
Make sure the site navigation code can be followed by the search engines and that there are
no pathways that cause them to get stuck in a continuous loop.
If you are creating a new site make sure this is one of the initial requirements when talking
with your web developer.
Calendar plugins can be a frequent cause of navigation errors
13. Sitemap Page
This shouldn’t be confused with an XML Sitemap (which we will discuss later). This is a
Sitemap on your main website (often using the same design) which lists all the pages within
the site.
Sitemaps help both search engines and visitors alike, providing direct links to all areas of
your site.
This can help pages become indexed and direct lost visitors who are looking for certain
information or products within your site.
Sitemaps don’t have to just have a boring design. Source: http://www.cityofsteam.com/
14. Technical SEO
Your site looks great, you are targeting all of the optimal search terms and the content is
unique and enticing.
However the back end of your site isn’t search engine friendly and suddenly all that hard
work could count for nothing.
What should you check and what should you look out for?
Canonical Domain Issue
A Canonical Domain issue comes about when you have two versions of your Home page live
(a majority of the time without you realising).
For example:
http://www.domainname.com
http://domainname.com
Why is this an issue? Well if you effectively have two versions of your Home page live you
could water down the overall strength this page holds. You could be splitting the link
strength that is coming into the site. Not everyone links correctly and anyone using the
version of your domain you don’t wish to be using will be sending the strength of that link to
the wrong destination.
Redirecting the non “www.” version to www.domainname.com using a 301 redirect will clear
this issue. There are solutions to do this in our Website redirects whitepaper
(http://www.koozai.com/resources/whitepapers/website-redirects-and-canonical-issues/)
You should also go into your Google Webmaster account and set your preference to the
desired setting.
15. Canonical Tag
The Canonical tag comes into use when you have duplicate pages on your site.
This may be the case if you have several pages that include the same product which are
then listed in a variety of ways – price, colour, size etc.
If Google have crawled your site thoroughly then they will be more than aware that you
have pages with the same content. As a result you may find that they choose to only index
one version. However for good housekeeping and to avoid any issues, it is advised that the
Canonical tag is used.
The tag is used to inform Google which page (of the pages that share identical content) is
the master version, the preferred version and most useful (to any related search queries).
The tag should be added to the <head> of each page you DON’T wish Google to treat as
the preferred page (of those that contain identical or highly similar content).
<link rel="canonical" href="http://www.domainname.com/product.php?item=widget"/>
URL Structure
A good URL structure not only helps the search engines note relevance but it also helps your
visitors.
Your URL’s should be set up in a way that both inform the search engines and visitors as to
the subject matter of the page. It should also be as simple as possible.
Your URL can also serve as a factor for people clicking through to your page from the
Search Engine result pages.
For example if you were looking for a red car and you had the following two URL’s to choose
from, which one stands out?
http://www.domainaname.com/red-car
http://www.domainname.com/453hsmad?id_tone=360&sid=1936402
Include key terms relevant to the page in your URLs.
Make sure you use hyphens (-) instead of underscores (_) in your URLs as these are easier
to read when a URL is linked up.
16. Rich Snippets
Rich Snippets have been designed to give a summary of the content of the page.
By adding Rich Snippets you not only give the search engines more information to work with
but also provide more displayed information to the searcher.
A good example of when you may see a Rich Snippet is when searching for a Restaurant:
To be able to display information with Rich Snippets you need to mark up your pages and
the desired information with one of the following supported formats:
Microdata
Microformats
RDF’s
Microformats provide search engines with important information regarding the location of
the business. They are bodies of code that wrap around information on a site, such as an
address. This code is then turned into a snippet of information which then has a chance of
appearing within Google’s SERPs.
Microformats can promote locations, personal information and reviews.
Schema
Google currently encourages users to utilise Schema for this coding and a good starting
point for marking up your address is here: http://schema.org/Place
Once your information is marked up you can test it here:
http://www.google.com/webmasters/tools/richsnippets
For more information regarding Schema, please visit:
http://googleblog.blogspot.co.uk/2011/06/introducing-schemaorg-search-engines.html
17. Robots.txt File
The robots.txt file is one of the most important files a site uses.
The robots.txt file gives all search engine bots instructions on how they can crawl your site.
In this file you can exclude areas and even individual pages from being crawled.
When a bot visits a site it will look for this file first. Within this file should be full instructions
of which areas can be crawled and which can’t.
This is a very powerful file and if not set up correctly can leave your site uncrawled and not
indexed.
Your site may not have this file set up as standard. The file is situated in the route of your
site so you can check by going to the correct URL: http://www.yourdomainname/robots.txt
If you don’t have one – create one and upload.
A basic file that gives full access to the search engine bots would look like this:
User-agent: *
Disallow:
Sitemap: http://www.yourdomain.com/sitemap.xml
There are various lists of commands that can be used.
Here are some of the most common commands that you may need to use:
User-agent: *
This highlights to any bot that all search engine bots can crawl the site. If you wish to
disallow a certain bot then you need to name the bot:
User-agent: googlebot In this example we are stopping Google bot from crawling the
site. Each bot has its own name so check before adding.
User-agent: *
Disallow:
This command also allows all crawlers to index everything within your site.
User-agent: *
Disallow: /
This disallows all crawlers from indexing any pages within your site.
User-agent: Googlebot
Disallow: /
This disallows Google’s bot from crawling the site.
Disallow: /
This blocks all bots from crawling the whole of your site.
Disallow: /folder name/
This blocks all bots from a specific folder.
18. Disallow: /folder name/page.html
This blocks this individual page.
Disallow: /*?
This command blocks all URLs that contain “?”.
Disallow: /*.asp$
This command allows you to block any URLs that end in an .asp extension.
For more information on Robots.txt visit http://kooz.ai/OmafYn.
XML Sitemap
XML Sitemaps provide the search engines with a complete map of the location of all the
pages within your site. This file is especially important if the search engines are having
trouble crawling your site via the navigation.
A link to this file can also be added to the Robots.txt file:
Sitemap: http://www.yourdomain.com/sitemap.xml
To create a Sitemap you can use http://www.xml-sitemaps.com/. Once your Sitemap has
been created it should be submitted to the main search engines through their Webmaster
Tools Portals (e.g. Google Webmaster Tools).
Sitemaps can also contain change frequency, priority and the date a page was last changed.
19. Broken Links
It is very easy to update your site, remove pages and think nothing more of it. However
updates, page removal or just a revamp can leave your site with a trail of broken links.
A broken link is essentially a link that leads to a page on your site that no longer exists.
This can give the impression that your site isn’t well maintained.
The best course of action is to set up 301 redirect commands that inform the search engines
that the page being linked to is either no longer live or has moved. The 301 command then
redirects the search engines to the new destination.
This is also essential from a user experience point of view as you can ensure you send the
visitor to a working page.
There will also be occasions when external sites simply try to link to a page on your site but
don’t include the correct URL (in the link). This of course is out of your hands, but you
should still create 301 redirects to fix this.
Suggested Tools:
Xenu
Screaming Frog
Google Webmaster Tools
HTML Coding
Having clean code is also an important element.
Untidy coding or simply incorrect coding can not only affect the look of your site but it can
again indicate to the search engines that the site isn’t very well maintained.
You may find that some of the coding that isn’t quite up to W3C standards doesn’t truly
affect the look of a site or the way it works, but considering the number of ranking factors
you are up against you should look to have clean code.
Bad coding can also stop search engines from crawling your site.
Suggested Tool:
http://validator.w3.org/
20. SEO Tools
All of the above could be followed to the letter, but unless you are able to monitor your
site’s performance you will have no idea where you stand.
There are free tools that should be compulsory to any site owner (especially if you are
running an online business).
Webmaster Tools
Google Webmaster Tools is free however you do need to have a Google account to create
one for your site.
Webmaster Tools will provide you with a huge amount of valuable information relating to
how Google sees your site.
From broken links to what links your site is receiving. If there is an issue with your site, you
will more often than not find the reason here.
If you don’t create an account for your site then you are pretty much sailing solo. This is
after all information directly from Google. They hardly ever release information that actually
guides you, so when they do you need to take advantage of this.
Your account will also provide you with alerts related to your site. If Google is having trouble
crawling your site, they feel you have un-natural links, if your Robots.txt file is suddenly
blocking their crawler (and more), Google will provide you with alerts.
Google Analytics
Google Analytics provides you with traffic statistics on your website.
If you don’t know how many people are coming to your site, what terms they are using to
get there, which terms are working for you or how your visitors are actually interacting with
your site, how can you be sure your site is performing to its full potential?
Google Analytics is another free tool, so there is no reason not to use it.
You will be required to add some code to every single page on your site to allow Google to
record your traffic statistics. It is important this is implemented correctly otherwise you run
the risk of it not working at all or worse reporting back incorrect data.
21. What Else Should You Be Doing?
Competition Analysis
No campaign is complete unless you know how you fair against your competition.
This analysis should form part of your initial work and your on-going improvements.
When you first enter into SEO you need to know how strong the competition is, this could
help mould your initial keyword targets. Going after more generic terms against a very
strong competitive field could leave you lost in a competition you can’t win any time soon
and with no return.
Alternatively this research could help give you the confidence to go for more generic terms if
the competition isn’t as strong as expected.
The type of information you want to be looking for to give you an overall picture of how you
currently stand against the others includes:
Domain age – longevity of a domain matters
Competitor’s overall SEO – Title tags, Meta descriptions, on page factors
Incoming links
Anchor text links – where are they gaining these links
Brand name links – as above
Content distribution
Social presence
Online profiles
Their rankings
This information will give you a rounded picture of how the competition are performing, how
long they have been around, where they are receiving their links, the type of links, how
social they are, how they rank and where they are distributing content.
With this information you can make far more informed decisions on how you can mould your
campaign to take on your competition.
Suggested Tools:
Linkdex
Majestic SEO
Social Mention
Google Alerts
22. Rank Checking
It is important to keep yourself up to date with your rankings. You have put all this work
into optimising so you need to know where you rank to see what is working and what isn’t.
If you are only targeting a couple of terms you may be happy to simply carry out a manual
search. However a majority of SEO campaigns are targeting a high number of terms, so
save yourself time and use a rankings tool.
Even though you have tools to hand that you can set to check your rankings on a regular
basis, it is important not to become obsessed with your rankings.
Rankings fluctuate all the time and any work you carry out isn’t realistically going to affect
anything overnight. If you check every day and judge your work on the daily ups and downs
you will get into the habit of making unnecessary changes as a reaction to search engine
noise.
Be realistic and check every week or beyond and only react to large scale trends or sudden
changes rather than daily fluctuations.
Suggested Tools:
SEOmoz Rank Tracker
AWR
An example AWR report
We would also recommend you use rank checking tools on the recommended settings as
overuse can lead to your IP address being banned from Google.
23. Link Building
All SEO campaigns need to work in conjunction with a well thought out link building
strategy.
Link building creates incoming links and signals that are paramount to building strength to
your site and developing much needed relevance.
This also is integral to building your Brand.
Originally link building was all about gaining as many links as possible, finding directories,
commenting on blogs and forums whilst including a keyword rich anchor text link back to
your site.
Those days are gone.
Google want you to work for your links and want you to create something beneficial.
Content is now a big player and creating great content that people will engage with and
share is now an important part of any link building strategy.
Working with content also gives you the opportunity to become a voice in your industry or
sector.
Although content is now a great way to build links it is important you vary your activity.
Don’t just find a platform and do nothing, constantly add to it.
You also need to think about where you are building your links from. Quality is far better
than quantity.
Take into consideration the type of links you are creating. You shouldn’t build keyterm rich
links all the time. There needs to be a healthy balance between keyterm and brand links.
Social signals also play a big part and should form part of your link building strategy.
Areas to think about as part of your link building strategy:
Press Releases
Guest Blog
Business profiles
Local listings
Profile sites
Link Bait
Local link building
Social signals
Infographics
Surveys
Blog content
Interesting images
24. Social Signals
Using social as part of your online marketing strategy has now become almost unavoidable.
Social signals created by the activity on these platforms are generally believed to have an
effect on organic rankings. As with SEO there are many factors that come into play however
the only constant is that you need to have a presence socially and you need to be social.
Linking Your Site To Your Social Properties
It is best practice to include links to your social properties to encourage visitors to your site
to engage with you. Search engines also use these links to confirm that you are the owner
of the social profiles that you have registered.
To help people find you profiles you can add links to them from the footer of every page (or
anywhere else they best fit).
Social Sharing
You should include a social sharing plugin to all pages on your blog (or indeed any other
pages on your site that may be shared e.g. products).
One button you should definitely include is the Google +1 sharing button. It is widely
believed that Google will eventually make the number of Google +1’s a site receives a
factor, which will help determine search engine rankings.
25. Google Updates
Google update their algorithm all the time. Never mind the big headline makers; there are
updates and tweaks almost every day.
The big recent ones are obviously the Penguin and Panda updates and we are constantly
seeing new revisions of these all the time. But there are also smaller updates that don’t
necessarily make the news that are also just as important.
Keeping yourself up to date is essential.
If you have an online business and you rely on appearing well within Google then it is a no
brainer that you need to stay up to date with what is going on.
Don’t for one second rest on your laurels. Just because you are ranking well today doesn’t
mean an update won’t come along and change everything.
Even if you have an agency looking after your online marketing, you should still be keeping
yourself up to date.
Here are a few places you should bookmark and check regularly:
http://googlewebmastercentral.blogspot.co.uk/
http://www.seomoz.org/google-algorithm-change
http://www.seroundtable.com/category/google-updates
http://www.mattcutts.com/blog/type/googleseo/
Black Hat SEO
You may have heard people speak about White Hat and Black Hat SEO techniques.
White Hat techniques are those that are carried out within the Google guidelines and don’t
put a site in danger of being hit by any potential penalty.
Black Hat SEO is seen as the practice of gaining higher search engine positions by the use of
techniques seen as unethical by Google and other search engines.
For every White Hat technique there is a Black Hat alternative. Which ones you use are
solely at the discretion of the site owner. Black Hat is usually used to gain quick rankings
and results with a very short life span, sometimes literally only days.
As these tactics go against search guidelines, if Google do catch up with you, then you can
be sure that there will be a reaction against your site.
There is a market for both Black and White Hat SEO and to suggest otherwise would be
naïve.
26. Tactics to Avoid
However there are tactics that are classed as Black Hat that could be used innocently that
will end up costing you your rankings. These are tactics that you should avoid. They don’t
offer any quick results or payback and will serve to simply work against you in the long run.
Hidden Text/Invisible Text
This shouldn’t need a great deal of explaining. If you try and hide anything then expect to
get caught and expect to be penalised.
There is only one reason why you would hide anything and that is to game the system.
Beware – there are developers out there who claim they can hide information from the
search engines. If this was truly the case then why have it at all? If it is so well hidden that
search engines can’t find it then they also can’t read it and count it as a ranking factor.
Doorway Pages
These are basically landing pages created for the sole purpose of redirecting potential
visitors to your site.
These are designed with only Google and other search engines in mind.
More often than not these will be using all the frowned upon techniques possible to rank
highly and quickly. They don’t last or rank for long.
This is now a relatively old technique that isn’t seen as much anymore; however there are
still those who will try to convince you that this is the way forward – ignore them.
Keyword Stuffing
Remember when we spoke about writing for your audience and not search engines. This is
the complete opposite. Stuffing a page with targeted terms will in fact end up having the
opposite effect.
Don’t do it.
Invisible Links
Again, the fact that you are hiding something instantly set alarm bells ringing.
The only reason you would include a hidden link is because you want the link followed (to
pass on link strength) but you don’t want it visible to the visitor. Well, if you don’t want the
visitor to see it then it shouldn’t be there.
27. SEO Myths
As well as all the information included within this Whitepaper it is important you continue to
research the subject of SEO. Like anything within this industry things change all the time so
it is important you stay up to date.
However be careful what you read and what you believe.
Before you do anything note the date of the blog post you are about to read. How old is it?
You could be reading a great post on the importance of ranking for misspellings (more on
this later) but the post was written back in 2002. Whatever you read, make sure it is
recent.
You will also find a lot of SEO myths on your travels. Again the date of the post will be a
clue but below I have listed some of the most common myths so you can avoid them.
It’s Ok To Pay For Links
Paying to have a link to your site included on another site (in the current climate of Google)
can get you penalised.
Paying for links has always been frowned upon but on the back of recent Google updates
this is now a big problem to any site that has carried out this practice.
Links should be natural, paying for them isn’t and Google can tell the difference.
If you have – remove or ‘nofollow’ these links as soon as you can.
If you are thinking about paying for links – don’t.
A High Google Toolbar PageRank Means I Will Rank Higher
No it won’t.
And there are thousands of examples out there that show pages with a low Toolbar
PageRank out rank pages with a far higher score.
The truth is PageRank is largely an out of date score that doesn’t really mean anything
anymore.
In its simplest form; Toolbar PageRank is calculated by the number of links a page is
receiving. The value of the page linking to you is also taken into consideration.
It is a great indicator that you are on the right tracks (if your score continues to go up you
can at least take comfort that your links are being found) but beyond that you should mainly
ignore this.
Instead of trying to improve your PageRank score – concentrate on the quality of the links
you are receiving.
28. I Need As Many Links as Possible
Following on quickly on the heels of PageRank.
If it was simply about how many links you could build it would be open season.
It’s about quality not quantity.
It’s about where your links come from. The value of the site they come from. The nature of
your links – are they natural?
As you will have seen from the Link Building section of this Whitepaper – do you have the
link balance right? Are you over optimising towards a certain term? Are you building your
brand with these links?
And so on.
It is better to spend quality time gaining a quality link than creating a ton of bad and
irrelevant links.
Having millions of links doesn’t guarantee you great rankings – quality links do.
You Haven’t Mentioned The Meta Keyword Tag – I Need To Optimise This Too
Don’t waste your time. Google don’t read this tag anymore and don’t pay any attention to it.
It does no harm having it in place, but why add further coding that Google has to crawl
through?
Remove all waste in your coding and let Google get to the good stuff quickly.
I Need A Keyword Density Score of Around 2% - 3%
Change this to “Have I written for my audience?” and you will be more on the right tracks.
Keyword density used to be all the rage but times have changed. It shouldn’t be about how
many times you can include a key term in your content.
Write for your audience.
If you are naturally writing about a certain subject, product or service then your targeted
terms will naturally be included (which will add this important relevance to your page).
A great rule of thumb I always try to abide by is:
“If you were to hand a stranger your content could they pick which terms you were working
with?”
If the answer is yes then you are over optimising. These terms are standing out and your
content should be natural.
29. Google AdWords Influences Organic Rankings
This is a conspiracy theory that continues to linger.
Regardless of what you have read or what your friend “in the know” has said;
There is no connection at all between AdWords and Organic listings.
One does not have any influence over the other.
You can have the most amazingly run AdWords account but it will have no knock–on effect
to your organic rankings.
You can have the most perfectly optimised SEO campaign and have top rankings across the
board but this won’t improve your AdWords account in any shape or form.
It is as simple as that.
“NoFollow” Links Are Totally Useless
NoFollow links are links that contain the “nofollow” command within the link’s coding.
Basically this command informs the search engines not to pass any link strength to the
linked to page.
As a result it is often believed that gaining such links is a waste of time.
This train of thought couldn’t be more wrong.
Having a percentage of “nofollow” links helps to highlight that you have a natural and
healthy link profile.
If none of your links were “nofollow” then how unnatural would that look?
I Should Try And Rank For Misspellings
Once upon a time this used to be all the rage, trying to capture all that traffic created by
people who misspelt a key term or even a company name.
These days I wouldn’t advise it at all.
In order to rank for a misspelling the belief was you need to have optimised for that version.
Do you really want to have a misspelling on your site just to capture this small percentage?
No.
It looks unprofessional.
Algorithms have also become a lot smarter and will be pointing out these mistakes to the
searcher and giving them the correct alternative, so you don’t need to worry.
30. SEO Isn’t About Usability
There are two ways of looking at this.
If you aren’t taking usability into account regardless of whether you believe it to be an SEO
factor or not – then you are going to lose custom.
If you don’t believe that Google is clever enough to take usability into account – you are
going to lose valuable ranking space.
Whichever way you look at it, usability is hugely important.
Remember, Google want you to create a site that is for the visitors not the search engines.
If you don’t do that then Google won’t be paying much attention to you either.
My Agency Can Guarantee Me 1st Place Rankings
Put simply – no they can’t.
No one can.
Keep well away from anyone who says they can.
Google is a 3rd party site and only Google know the algorithm.
There are no partners and no preferred agencies that can gain better rankings as a result.
Back street agencies may well be able to get you top of the rankings in a very quick amount
of time but soon enough you will drop like a stone with a penalty that will make it very hard
for your site to ever rank well again.
Don’t risk it.
SEO is a long term project, there are no real short cuts and it needs to be done properly.
31. Summary
According to a lot of bloggers SEO has been dead for a very long time. The truth is it isn’t
and never will be. SEO as we knew it back in 2002 is different to what people were doing in
2009. SEO today is again different to 2009.
No matter what tactics come and go, what signals become redundant and what new ground
breaking elements become big game players – sites will always need to be relevant.
That will never change and without relevant information search engines won’t be able to
truly marry up whatever external factors are adding strength to your site.
SEO may change but it won’t die.
By finishing this Whitepaper you should now have a strong and well planned out SEO
strategy that is sustainable in the long run.
32. Ready For More?
Then try our more advanced SEO Whitepapers (and more) at
http://www.koozai.com/resources/whitepapers/