Find Low Quality Content, Fine Tune it to make it more Qualitative

In the past few years many websites have noticed down fall in website performances. Google has released many updates like Panda, Penguin and others. All are important but most prioritized is Panda which emphasis more on website contents.

With the release of Panda update the world of internet has changed, Blogging and SEO has taken new curve quality is mattered a lot rather than quantity. Same as of earlier days SE robots index many pages, but today indexing tonnes of pages wont give your good results. Quality articles will help in achieving good results. Every search engines is willing to serve with the best, whether it is its own visitor or other websites visitors.

Search engines wish every user should be served with the best. If your website or blog post is containing any low quality content piece, you might get ranked lower in SERP. Many people have browsed search engines, forums and blogs to check fundamentals of low quality content. But there is no thumb rule or to identify thin content. Google as well as other Search Engines have started removing low or thin valued content that doesn’t serve perfect information to users.

Below are the points that are included in the list of low quality content.

  • Duplicate Content
  • Relevancy of Information
  • Grammar or Spelling Mistakes
  • Stuffing of Keywords or Promotions, Advertisements etc.

Apart from this one has to keep in mind about following things:

  • Perfect Keyword Researching.
  • Fixing Broken Links.
  • Number of Outbound Links.
  • Reporting Google about Copied Content.

Implementing the above facts will lead to better results, also you will come to know how SEO works, more over your website will recovered from panda updates too.

By implementing above facts website will be recovered from panda updates. This will result into better ranking, higher traffic, increase in number of conversion.

How to alter low quality contents:

In order to have good value for your website, reduce the number of pages with thin content. De-index thin content pages like categories or tag pages. Follow basic principles and commands to find less important pages.

Indexed Pages:
Find all indexed pages of the website. Using command, you can see all the indexed pages that google has in its index. Remove all unnecessary pages that don’t add value to users as well as search. Ask your developers to add robots plugin and restrict robots from indexing the pages. Take the help of google webmaster tools & remove extra indexed pages. This way you can remove useless pages from getting indexed in search engines.

Follow the url parameters described by google. Implement URL parameters defined by Google. It will give more weight-age and add value to your website.

Thin content with no traffic:
Use tracking tools to monitor traffic. Measure the traffic of website using available tools. I mostly prefer Google Analytic, most trusted and is free. Monitor the traffic and as which content is getting what number of traffic. Work on the pages that are receiving less visits then 10. You really have to work more efficiently as these pages reduces interest of users.

Content Duplication:
Content duplication issue is the most leading reason for website getting penalized. Duplicate content website is marked as penalized website. Before starting any SEO for any website one has to define its structure.

Blog piece with limited words:
With the recent updates extend your blog piece with more than 400-500 words. Develop a meaning full content that covers extract of the topic. Include proper keywords with outbound links in 200 words. I personally suggest your blog piece should be with 800 words.

Take help of google analytic’s check with content piece are making less visits. Check the visitors flow and bounce rate, optimize it for making it good number of traffic.

Broken links in content:
Imagine if you are browsing a website and links are not working. What you will do? Obviously one will move to other website. Same is thing will happen to your website’s visitors. Broken links are one of the most important factor for

What will do if you are browsing a website and some links are not working? Same thing is experienced by users landing to your website. No user is interested in waiting to load your website, remove the 404 errors from your website. This will add value to your blog or website. Before launch of a website analyse your website using broken links tool.

Google and other search engines have became more smarter. Search Engines never compromise with duplicate content. You will get many tools available in market for duplicate contents. Digg all the duplicated contents report it to Search Engines.

After finding thin contents you have to alter and improve it. Check if it is perfect, will it add value to your blog, Best way is to think as if you are the user and will it satisfy your query.

Content Removing:
Removing duplicate content is swiftest way to reduce drop in traffic. If you wish to alter the content then no index the blog post for time being. Permanent removing content can be done by no indexing the post. Other way is to hide the post by using robots.txt.

Updating Content:
For getting more traffic update your already written blog post. If needed add more words and detail the blog topic. Adding pictures, videos & info-graphics will add more value to your blog content.

Updating content does not mean overwhelming the information with keywords. Along with text add images, slides & videos to make it more informative. Along with quality content, never ignore on-page optimization this will add more weight-age.

Follow below points to get perfect results:

  • Create unique meta title & descriptions.
  • Add Google Webmaster code for getting suggestions and warnings.
  • Follow header tags hierarchy. Overwhelming of header tags will hurt your performance.
  • Don’t miss to add H1 tags.
  • Solve the SEO issues using authoritative tools for perfect SEO audit.
  • Generate sitemaps, send request to Google to revisit the website.
  • Make users like easy. Add social sharing buttons to make the post viral.
  • Create quality back-links. Content based back-links is one of the best way to get recognition.

Follow the same principle as and when you notice drop in traffic. This will re-divert the traffic.

Top SEO Tips To Future-Proof Your Site

Beth Rimmer presents her guide to getting into the Google mind-set, ensuring your site is future proof and ready for anything with her five top tips to future-proof your website

SEO is ever evolving and changing as time goes on. It is therefore important to try and understand Google’s mind to stay on top and future-proof your site. Read on for our top five tips for using great SEO to maintain a solid, stable website.

Create Genuinely Helpful Content Focused on Your Users

Ensure your content is well thought out, optimised for the right terms on the right pages, with an appropriate keyword density. Your content should be a mixture of evergreen and fresh – the perfect balance of stable landing pages that answer questions your customers will always ask and regular blog posts to show current news. Think about what your users are asking and searching for, especially those long-tail searches, and then make sure your content delivers the answers.

Remove Bad Links Pointing to Your Site and Focus on Great Quality Backlinks

detoxing your backlinks will make sure any potentially harmful links pointing to your site are removed and no longer a threat. Any links to your site should follow Google’s guidelines, so analysing them every few months and removing bad links will help to protect your site against algorithm updates and penalties.

Keep on Top of Technical Issues

Follow Google’s Search Console guidelines and make sure your site is functioning at its best, at all times. Keep your site clean, easy to navigate, minimize errors, and avoid internal broken links and linking to pages with redirects. Monitor page speed, any slow pages should be misanalysed and optimised to be quicker. Avoid using loopholes, for example doorway pages, cloaking or keyword stuffing – as these all go against Google’s guidelines. Keep your site healthy and functioning correctly.

Pay Attention to Mobile

With Google now enforcing a mobile algorithm and labelling sites as ‘mobile friendly’ in search results, it is now more important than ever to make sure your site has either responsive design or a mobile site. Track your mobile rankings and any mobile errors are highlighted in Google Search Console. Keep on top of both to make sure your mobile site is working as efficiently as possible.

Don’t Forget About Your Local SEO

This is especially important if your business has local branches or stores. Your customers need to know where they can visit you in store. Without great local SEO, it will be difficult to drive traffic through local search. Create well-optimized landing pages for your branches with all the information your customers need. To make your local SEO stronger, create a Google Places listing for each branch and get it validated – it will be much easier for your customers to find you. You can even list your branches on local listings websites; this will help with backlinks too!


How to Boost Conversion Rate of Your Website in 7 Simple Steps

So you have been working really hard for the last few weeks in the hope that your website will start converting more visitors. Just like any other small business owners, you have invested heavily on the design and development of the website and you invested considerable amount of money and time to run a solid online marketing campaign. But at the end of the day, you see no uptick in the conversion rate of your website. This is disappointing to say the least.
So, what went wrong? You have no clue whatsoever right? Well, probably you have made some silly mistakes and this could be the reason behind this abysmal outcome.

Here in this article, we are going to offer you some tips that can help you see higher conversion rate –

Don’t Make Tall Promises
You should not making promises that you are not going to fulfill. This will only mar your online reputation. Use of superlative words like – ‘The Best Service Provider in the World’ does not make any sense and this will not going to impress any visitors. Rather than making tall promises, you should be writing down the actual facts and figures that you think will impress the viewers.

Call To Action
Your Call to Action button should be placed prominently on the landing page otherwise people might going to miss out on it and also make sure that you are using different color scheme for it. Use of bright color for CTA button might help you capture the attention of the audience. Make sure you are not using multiple CTA buttons unless it is absolutely necessary. Use of multiple Call to Action buttons will only confuse the visitors.

Use Proper Words against the CTA Buttons
Before people click on a button, they would like to know what this button actually does. So, please don’t use some vague word like – ‘Submit’ or ‘Click Here’ because that does not explain what the button actually does. For example, if you are asking people to go to Contact Us page, you should use the following words in the itself – ‘reach us’ / ‘contact us’.

Don’t Give too Many Options
Contrary to what you believe, too many options usually confuse the visitors. For example, if you have added too many Plans in the Pricing page, it is not going to help them make a quick choice rather it is going to confuse them. And they might end up leaving the page undecided. So, limit the number of options to three to make it easier for people to make a choice.

Loading Time
You website should not taking too long time to get loaded because these days people don’t have that much time to wait for a web page to open. Don’t test their patience because if your website takes really long time to get loaded, they will just leave the website and you will see a steady decline in the number of conversion. For example, Invesp website has employed all of the followings in order to reduce the loading time of the website –

  • Compress images
  • Eliminate render-blocking JavaScript and CSS
  • Reduce server response time
  • Minify HTML
  • Leverage browser caching
  • Prioritize visible content
  • Enable compression

Make the Visitors Feel Safe
There are probably hundreds of websites out there offering the same service like yours. So, why do you think people should be opting for your product or service in the first place? Well, you need to assure them that your product is the best one available. And also try to make them feel safe on your website and this can be done by embracing Https protocol and also by adding some certificates like – Geotrust, Thawte or Verisign on the website prominently.

Do A/B Test of Landing Pages
Just because the landing pages of your website are converting some people on a regular basis, you should not be shying away from making changes in it. However, you should not make any permanent changes in it without doing an A/B testing. You just need to create multiple versions of a landing pages and serve them simultaneously to the visitors for some time. Based on the outcome, you should be making changes in the landing page to see higher conversion rate.

So, these are some website conversion tips that you should be giving a try to convert more visitors.




7 (Social) Content Marketing Strategies worth Swiping for Your Brand

Content marketing and social media go together like peanut butter and jelly.  Done right, a good content marketing piece can go viral and result in massive exposure and reach for the company.
Here are seven excellent social content marketing examples and the strategies that paid off big for their companies—plus tips for how you can copy their ideas!

Target and Pinterest: Party with Pinners
Target and Joy Cho of Oh Joy! teamed up to create this unique pinboard, filled with cute, affordable and downright whimsical party ideas for gatherings big and small.
It also travels through the alphabet, giving party ideas, recipes, decorating suggestions and fun crafts for all ages using materials and items that you can, naturally, buy at Target. With over 800,000 followers and tons of comments and repins, Target has carved out a special place for decorating and serving on a budget.

Vine and Home Depot: DIY Dazzle
Who could’ve predicted that a few seconds could be so informative?  In our fast-paced, attention-starved world, getting the message out loud and clear is more important than ever—doubly so for advertisers.  That’s why Home Depot has created short and sweet DIY projects and workshops through its Vine outlet.Buzzfeed and HBO’s Silicon Valley:

The Perfect Match
There are some things that only a certain segment of your audience will understand.  HBO knows this and went straight to the source (programmers) to promote its new series, Silicon Valley. By showing problems that programmers can relate to, they generate targeted readers who are likely to check out their new series as well.
Content marketing and social media go together like peanut butter and jelly.  Done right, a good content marketing piece can go viral and result in massive exposure and reach for the company.
Here are seven excellent social content marketing examples and the strategies that paid off big for their companies—plus tips for how you can copy their ideas!

Target and Pinterest: Party with Pinners
Target and Joy Cho of Oh Joy! teamed up to create this unique pinboard, filled with cute, affordable and downright whimsical party ideas for gatherings big and small.
It also travels through the alphabet, giving party ideas, recipes, decorating suggestions and fun crafts for all ages using materials and items that you can, naturally, buy at Target. With over 800,000 followers and tons of comments and repins, Target has carved out a special place for decorating and serving on a budget.

Vine and Home Depot: DIY Dazzle
Who could’ve predicted that a few seconds could be so informative?  In our fast-paced, attention-starved world, getting the message out loud and clear is more important than ever—doubly so for advertisers.  That’s why Home Depot has created short and sweet DIY projects and workshops through its Vine outlet.Buzzfeed and HBO’s Silicon Valley: The Perfect Match
There are some things that only a certain segment of your audience will understand.  HBO knows this and went straight to the source (programmers) to promote its new series, Silicon Valley. By showing problems that programmers can relate to, they generate targeted readers who are likely to check out their new series as well.

Mobile Apps and Charmin: When You Gotta Go on the Go
Think you can’t come up with a fun, creative and practical way to sell toilet paper?  Charmin did.  Although it’s not exactly social media, their app does make that-thing-that-shall-not-be-named a little easier, with mapped out directions to all the restrooms in a given area.  Not surprisingly, you can rate the public restrooms through the app as to whether they’re “Sit” (like) or “Squat” (dislike).

P&G’s Home Made Simple
When you have brands that run the gamut from diapers to deodorant, you need a content marketing strategy that can encompass all of them without being overly promotional.  That’s exactly what P&G’s Home Made Simple is designed to do.
With categories that span everything from recipes to organization, crafts to decor, they not only share articles and videos, but how-tos, quotes, community discussions and much more.  Essentially, they’re posting information and letting their audience take it to the next level. It’s crowdsourced content at its finest.

The Recapp
If you wanted to promote your selection of mobile phone plans, how would you do it?  Verizon knows.  You tell people all about the best, hand-picked apps in a range of practical categories ranging from studying to battery life.
Knowing what apps are available automatically gets people excited about the potential of their new phone—without a single advertisement actively promoting it.  In fact, you’d never know Verizon was even behind the site until you scroll down to the footer.  That’s content marketing done right.

American Express OPEN Forum
Like Verizon Wireless’ Recapp, American Express has embraced the small business community by way of its OPEN Forum. Everything from asking questions to sharing advice is welcomed here, and members are often highlighted on the front page, demonstrating that OPEN is the community that gives back.
Although American Express is clearly noted as the provider, you won’t see any credit card links scattered over the page until you scroll to the bottom. Through its tight integration with LinkedIn, the OPEN Forum streamlines registration and posting, letting people dive into the community right away.

Tying it All Together
The core thread that ties all these sites together isn’t about the technology behind them. It’s how they manage to combine community, helpfulness and openness in a way that immediately invites discussion and feedback.
Content marketing is more about the content than the marketing—and getting users to interact, share and contribute builds a strong relationship-based foundation that any company would envy.

Share Your Content Marketing Wins!
Have you crafted an amazing content marketing social campaign? Seen one that’s worth sharing?  Tell us about it below in the comments!


Google Penalties for Spamy Schema Markup

Google Penalises Sites for “Spammy Structured Markup”

Search Engine Land has reported that Google has begun issuing penalties for the improper implementation of structured data markup (schema markup).

Schema markup is often used to improve search engine content discovery, indexation and organic search visibility. Some schema markups feed into Google’s Knowledge Graph, they can show in local results and generate Rich Snippets, which improved organic search visibility and CTR.

However, schema markup can now have an adverse effect on your site, thanks to the “spammy structured markup” penalties from Google. The search engine has updated its rating and reviews Rich Snippet policies, saying these snippets can only be placed on specific items and not on category or list of items landing pages.

Yahoo Tests with Google Search Results

Yahoo has been testing using Google’s search results, according to Aaron Wall of SEO Book. He spotted Yahoo using Google’s results last week. Yahoo is now allowed to test with any search partner, following a renegotiated deal with Microsoft, which loosened the hold Bing had on Yahoo’s search content.

Search Engine Land developed the story further, with Yahoo telling the industry news site: “As we work to create the absolute best experiences for Yahoo users, from time to time, we run small tests with a variety of partners including search providers. There is nothing further to share at this time.”

Yahoo’s new deal with Microsoft has enabled it to increase its flexibility on desktop search. The new deal states that 51% of Yahoo’s desktop search traffic has to carry Bing ads, while the remaining 49% is free to carry ads from anyone.

Search Engine Land surmised that the Google testing may indicate that Yahoo is looking at another non-exclusive deal with the search engine. Watch this space!

Google Survey: Do You Want Search Console to Combine Sites?

Google wants your opinion. The search engine has posted a survey asking webmasters if they would like Google Search Console (Google Webmaster Tools) to combine sites in order to let users compare data more easily.

The answers include:

  • No
  • Yes, I’d use it to combine different URL versions of my site (i.e. https/http and www/non-www)
  • Yes, I’d use it to track my subdomains (i.e. desktop/mobile sites and international subdomains)
  • Yes, I’d use it to track my entire brand (i.e. all subdomains and apps)
  • Other

Here are two examples of how this might work:

  • To view a combined Search Analytics report that includes different URL versions of your site (http and https).
  • To view a combined Search Analytics report that includes different subdomains (mobile and international subdomains).

China Now Open for eCommerce

China has relaxed its regulations on allowing foreign companies to operate eCommerce businesses in the country, which means the floodgates are now open to access one of the world’s largest retail markets.

Search Engine Land’s Chris Liversidge took a look at the opportunities open to businesses considering expanding into China.

He noted that, with Google’s hreflang attribute solution, webmasters can launch a China website without risking their existing organic traffic. Using the hreflang annotation, webmasters can change their content language declaration in HTML to denote that this content is targeting English speakers in China.

Liversidge recommends that, once Chinese traffic starts landing on your page, you review your analytics to find your least engaging pages and localise the content for the market. Similarly, use Search Console to gather impressions and clicks data to find your most successful pages.

However, eCommerce managers should beware, China is not new to eCommerce, and local sites such as Alibaba and will give newcomers a run for their money.

Android Wearable Apps Now Always-On

Android has announced the latest improvements and innovations in it wearable technology, as Joe LaPenna, software engineer and watchmaker, detailed in his blog.

LaPenna covered the latest always-on developments, including always-on fitness apps, such as Endomondo, MapMyRun and Runtastic; always-on productivity, such as the Bring! Shopping List and Google Keep, which lets you manage your weekly shop. Always-on travel apps from American Airlines, Delta, and KLM can show flight status, gate, and seat info right on your wrist.

Happy 10th Birthday to Google Earth

Last week marked the 10th anniversary of the launch of Google Earth. Sean Askay, engineering manager at Google Earth, looked back over the decade in a blog post that detailed yet further innovations from the virtual global map.

Amongst the innovations highlighted by Askay were Voyager, a new layer which allows desktop users to jump into the most interesting imagery from around the world. Voyager provides Street View, Earth View, 3D cities created in photorealistic 3D with tilt capability, satellite imagery updates and Highlight Tour – which provides thousands of locations to take a quick tour in.

Earth View provides a library of landscape satellite images, sourced by Googlers, which have since been featured on Chromecast and Chromebooks.


SEO Essentials for the Rest of 2015

SEO best practices are constantly changing, so brands must keep up if they want to stay on top of search engine rankings. SEO has become a key tool in brand promotion, and effective tactics tend to change as Google shifts their algorithm.  To stay on top of SEO trends in the second half of this year, a marketing team must take an all-encompassing approach. SEO can be broken down into three key areas: Technical, User Experience, and “Fat” Content. Each of these areas needs to be addressed in order to run a successful SEO campaign.

Technical SEO

There are some SEO elements where you need to know a bit of code, or at least how to read the skeleton of a website. Performing strong keyword research is key for this step, because those keywords will be integrated into all aspects of your website from meta descriptions to title tags. Technical SEO means making sure each and every page on your website has a clear description and gets read by Google correctly. Important elements include:

– Proper Keyword Usage: Keywords should be used (but only 1-2 times) in the following: URLs, meta descriptions, page titles, website text, ALT attribute, canonical tags and H1 tags.

– Website Errors: There should be no 404 or server errors on the website, nor should there be any duplicate content.

– Technical Content: Page titles and navigation menus should include keywords, and the landing page content above the fold should provide enough information about the website. Additionally, the sitemap should regularly be updated.

User Experience

User experience is key when it comes to SEO. Your website, which should be generated by designers and content creators together, needs to be easy to navigate and use. What do you want your user to do? Contact you? Purchase something? This is sometimes called “inbound marketing”, but it’s important to keep UX in mind when designing (or restructuring your website). Important elements include:

– Website Structure: Does the website structure make sense? Your site must also be optimized for mobile (or you may get docked by Google).

– Website Speed: Slow websites are bad from an SEO and UX perspective. Make sure all images are optimized and compressed and clean up any excess JS or CSS on the site.

“Fat” Content

Now dubbed “fat” and “thin” content, Google distinguishes between types of content on a website and social media. First, the content on your site must be “fat”, which means eBooks, white papers, strong, shareable blogs. You don’t want “thin” content which is poor guest posts and outdated text. This goes for social media as well. Your social networks all go towards your SEO, so choose what networks you want to focus on and make them great.

Another part of content is public relations. Some call this “the new link building”, but you want strong content being written about your company, linking to your site as well. These inbound links can be from press releases or stories about your company, but the stronger the source (aka where the post comes from), the stronger your website optimization will be.

SEO tactics change frequently, but these tactics will get you through the rest of this year. If you haven’t thought about some of these elements, then make sure you do before we see another Google algorithm update.


7 SEO Best Practices That Now Seem Weird

Search engine optimization (SEO) and conversion rate optimization (CRO) go hand in glove.

SEO can help you find out where you’re losing conversions and optimize to get them back again. But that’s only if you’re doing it right. If you’re still optimizing like it’s 2005, then you’ll have a very different experience, because SEO has changed — a lot.

Step into my time machine (I’ve always wanted to say that) and check out some old SEO best practices that seem weird now.

1. Focusing on the Mighty Keyword

When I got started as a freelance web writer, all anyone could talk about was keywords. At the beginning, SEO was all about taking a single keyword or short keyword phrase with a high search volume and cramming that exact phrase into content as much as you possibly could.

Those in the know spent a lot of time working out the optimal keyword density and passing these directives on to writers. The idea was that the more keywords your content had, the more visible it would be in search results and the more traffic you would get – and it worked, for a while.

But that doesn’t work any more. Over the years Google has got smarter  about delivering quality to web users. So now marketers looking to win traffic have to deliver quality too.

Yes, keywords are still important, but mainly because of what you can learn about user intent. Give users what they want and need and your conversion will improve (and your content will be more readable too.)

Moz’s Rand Fishkin gets it right: he suggests that in assessing keywords today (because they still have some importance), you need to consider:

  • the opportunity
  • how that matches with searcher intent and your key goals
  • what content you need to service those goals
  • the potential reach and the value to your business

2. Obsession with Ranking

I don’t know about you, but I’ve noticed a change in the emails I get from some less-than-ethical SEO marketers.

Back in the old days, it was all about guaranteeing a high page rank by any means necessary. Gaming search engines to get your site rank up and people to the page was part of the process. That’s changed too.

A recent infographic on the Quicksprout blog shows that the old-style obsession with keywords and ranking has been replaced with an interest in user engagement and ROI. In fact, ranking isn’t even listed as something SEOs focus on and keywords have dropped into fourth place behind analytics, content creation and social media marketing.

3. Ignoring Content Quality

Let’s talk content. I still remember when writers were asked to churn out content. Quantity was more important than quality, because the thinking went that if you had plenty of articles with the right keywords, people would come to your site and stick around. And a good web article was between 250 and 500 words – end of story.

A lot of web content in the old days was lightweight and low-value, precisely because of this formulaic approach. That won’t fly now.

Content quality is an important aspect of SEO. That means content that answers users’ questions with the necessary depth and breadth.  Provide value to your audience and you’re much more likely to win conversions.

All of Google’s algorithm updates have focused on reducing the amount of poor content users see while increasing the number of relevant results. But as Neil Patel points out, don’t get sucked into the long-form content trap either. Instead, focus your strategy on regularly delivering what’s appropriate and relevant to your audience, whatever the length.

4. Bulk Link Building

The other part of old-style SEO best practices (which would get you Google-slapped now) was building inbound links from wherever you could. Article marketing, directory sites, article sites, link networks, unacknowledged sponsored content – it didn’t seem to matter. Spammy link-building practices were the order of the day, till Google put the lid on them.

Again, quality rules over quantity. Today, large numbers of inbound links from questionable sources will devalue your site. A single link from an authority site, which you have earned rather than bought, is the way to go. And that’s what you get from creating quality content as mentioned above.

A high quality recommendation can lead to conversions — that’s how SEO works now.

5. Forgetting about Social

Maybe it was just my experience, but when I first started writing web content (in the days before Twitter), people uploaded the content to their website then used some of the shady practices above to get people interested. At the start, it was rare for businesses to use social bookmarking sites, and many of them didn’t appear to have content strategies.

Even when Twitter started and Facebook went public in 2006, no-one knew what to do with them at first. It was more about shooting the breeze with the people who got it. Hard to imagine, isn’t it?

Social media is now a key part of both SEO and CRO because social signals show which content people are interested in and what’s relevant to them.

That’s why making it easy for people to discover and share your content and landing pages is so important. And content marketing can amplify those social signals when you have a strategy for sharing content across multiple sites.

6. Ignoring User Experience

Old-style SEO didn’t take much account of user experience. In fairness, at the time, many users were less discerning about what they expected from a website. But improvements in technology and increased familiarity have changed that, so users won’t put up with websites that don’t work for them. That’s even more true for mobile device users.

Get user experience right and you will avoid pogo sticking; get it wrong and users will click away and never come back to find out about your brilliant offer.

In other words, good user experience equals good conversions. And poor user experience equals no conversions at all.

7. Forgetting about Authority and Reputation

There have always been high profile businesses with a good reputation, but in old-style SEO that didn’t always translate to a similar online presence. Frankly, mistakes were made (some companies are still making them). But it’s not too late to change.

In SEO today, it’s all about authority and reputation. For websites, page rank has been replaced by domain authority and page authority, based on a wide range of ranking factors, as the Rand Fishkin presentation linked above shows.

He adds that the authority and reputation of your brand are also important, and there’s a lot more work to do to make this obvious. He says that in order to be successful at SEO you need to be clear about who your target customer is, who influences them and what channels you need to use to reach them.

You need to understand where customer issues align with your business goals. And you need to work out how you’re going to spread the word and make people see your business as the go-to destination rather than one of your competitors.

Sounds simple, doesn’t it?

Are you still relying on old SEO best practices? How have you changed your approach to SEO for conversions?

How To Create A Website With Maximum SEO Potential

While it’s usually accessible to finer optimize an absolute website, it’s about a lot of able to body the all-important SEO apparatus into the website architectonics and architectonics appropriate from the get-go. Whether you’re hiring a designer, application a pre-built arrangement or architectonics your website from scratch, it’s important to accept the basics of how to body an SEO-friendly website.

Following are 8 of the a lot of important factors you should absorb if you wish a website that’s both accessible for your visitors and optimized for seek engine afterimage and traffic.

  1. Proper URL Structure

When free what blazon of URL anatomy you’re traveling to use, it’s important to accomplish abiding your URLs acutely announce the affair of your content. This agency they should be changeless and descriptive, and should accommodate accordant keywords so both the seek engines and visitors apperceive absolutely what your page is about.

When application multi-word URLs, the industry accepted is to use dashes rather than underscores (and this is, in fact, what Google recommends). Abstain application ID numbers or added bizarre and extraneous agreement or characters in your URLs; both Google and your website visitors will acknowledge short, simple URLs that acutely back the accountable amount of your content.

– An archetype of a acceptable URL could be:

– An archetype of a poor URL would be:

  1. Simple and Anecdotic Navigation

Ideally, you wish your aeronautics anatomy to be simple, able and simple for Google and your visitors to follow. Typically, sites will abode their capital aeronautics card above the top of the page, or angular down the larboard ancillary of the page; while some website owners are tempted to put their card elsewhere, abounding eye-tracking and account studies accept apparent that these positions plan best.

Dropdown and flyout airheaded are okay, but should be acclimated with affliction as they can potentially be added difficult for both animal and apprentice visitors to navigate. Argument links are ideal, as is befitting the amount of card items acquiescent (6-7 is good) so as not to beat visitors with accidental options (although some analysis has apparent mega-menu drop-downs do able-bodied if structured properly).

  1. Acknowledging Design

To ensure your visitors can appropriately admission your website behindhand of which accessory they’re on – smartphone, computer or book – accepting a acknowledging website architectonics should be a priority. A committed mobile-only website can plan as well, but a acknowledging architectonics helps you abstain adhesive issues like alike agreeable and accepting to body and advance two abstracted sites.

And although it’s above the ambit of this post, contempo changes to Google’s algorithm accept aswell afflicted how we charge to access SEO in agreement of our agreeable strategies. For added on this, see my column Google Hummingbird: A Adaptable Agreeable Marketing Strategy Just Became Essential.

  1. Integration of Social Media

We now accept affirmation that Google isn’t currently application amusing signals from Facebook and Twitter as allotment of their baronial algorithm. However, the aberrant allowances of amusing media for your website accept been accurate time and time again: amusing media administration propels your agreeable about the web, accepting it in foreground of added people, accepting added mentions and added links, and thereby accretion your seek engine rankings as able-bodied as your cast awareness, credibility, authority, and reach.

Some best practices for accumulation amusing into your website cover authoritative abiding you accept easy-to-find amusing media allotment icons on all blog posts and artefact pages, announcement agreeable on your website via amusing media channels, and enabling amusing sign-in if you accept an e-commerce site.

  1. Perfectly Optimized Images

When you’re designing your site, ensure that your images are the basal admeasurement bare to still accommodate a acceptable user acquaintance (somewhere amid 20-100kb). A acceptable accepted convenance is to resize your images to the admeasurement you wish them displayed, rather than shrinking them in the antecedent code, as this can decidedly access page amount times. This is important because slower page amount acceleration has been affiliated to worse user acquaintance and even amoebic seek rankings.

Your alt angel argument is aswell still important, so bethink to appropriately absorb your keywords into your logo image, attack angel and all buttons and added cartoon you cover in your website design.

  1. Initiate Keyword Analysis From the Beginning

Performing keyword analysis at the alpha of your web architectonics activity not alone agency added SEO benefits, but an all-embracing bigger user experience. Even accomplishing some basal keyword analysis application the Google Keyword Planner can accomplish a big difference; by researching words and phrases accompanying to the capital affair or affair of your site, you can not alone acquisition out which agreement your ambition bazaar is in fact application to acquisition your articles or services, but you can assignment down to acquisition accepted and accordant sub-categories as well.

Understanding which capacity and sub-topics your visitors will be searching for will be a above account if chief how to anatomy and name your aeronautics confined and class and artefact pages. For advice with keyword research, see this accumulating of keyword analysis resources.

  1. Optimize Page Amount Times

An able amount time for your website is added important than ever. According to this infographic from Kissmetrics, the website abandonment beginning is now 5 abnormal for adaptable and 3 abnormal for desktop. This may beggarly (among added things) appropriately allocation your images, minifying your CSS and Javascript, leveraging browser caching, and enabling compression. To see how bound your website is loading, try application a apparatus like WebPageTest, or Google’s own apparatus PageSpeed Insights.

  1. Proper Use of Sitemaps

Be abiding to cover both an HTML sitemap for your website visitors, and an XML sitemap for the seek engines. This will ensure your visitors can locate absolutely what they’re searching for, as able-bodied as ensuring complete and able indexation by Google. If you’re application WordPress, there are plugins that can advice with both: the HTML Page Sitemap plugin and the Google XML Sitemaps plugin.

Once you’ve congenital your site, it’s important that you abide to chase SEO best practices in agreement of content, link-building and amusing media. This will beggarly amalgam Google Authorship, afterward on-page SEO strategies and architectonics high-quality links to your site. For added on this, see my article, The Definitive Guide to SEO in 2014, and my eBook, “The Definitive Guide to Marketing Your Business Online.”

There are abounding added SEO elements that can be chip into a new website architectonics and architectonics – which ones would you add to this list?

Big Digital Marketing Resolutions For 2016

I know what you’re thinking: This seems a bit premature. A 2016 article at the start of 2015? It’s not a typo, though, and it’s deliberate.

There are copious 2015 planning articles circulating at the moment – but if you’ve not started planning for 2015 yet, then you are probably too late to do anything big. Sorry.

And “big” is what I’m talking about here. What large-scale tasks do you need to complete in order to take advantage of everything that’s coming your way?

For major payoffs in 2016, you need to put extra effort into these areas over the next year:

  • Data Cleanliness
  • Data Sharing
  • Partnerships
  • The Displayification Of Search & Social
  • Closing The Loop

Let’s look at each in turn.

Cleaning Your Data

Clean data sounds simple. It sounds like a hygiene factor that should be assumed. In fact, if you ask the teams that look after your database, I’m sure they’ll tell you the data is already fine. It probably is, for some purposes. But we’re talking about your digital marketing, where requirements can be different.

Think about how many data-driven tools and platforms have been introduced in the last year: new Google Shopping requirements, AdWords ad customizers, dynamic content feeds for display ads and emails, and the list goes on.

Your data feeds control your targeting, your ad messaging, and even your bidding. You can manage large portions of your campaigns just by manipulating the content of feeds, and huge amounts of that should be automated straight from your website and database.

If you have 100,000 SKUs in your database, it’ll take a lot of work to make sure they all have every field entered correctly. No typos, “pink” instead of “fuchsia,” standardized sizings, for example. These all make a big difference to your discoverability when these terms are being used by platforms to create keyword lists and other targets.

On top of your own product data, your existing marketing data can always be cleaner. Have you categorized your remarketing lists based on their traffic source? Can you do search to display retargeting by search intent? Can you do it by social source?

Making sure that your tagging is amazing and that your remarketing lists take full advantage of that tagging is a great all-year-resolution. Trust me, this will take a while.
By cleaning your product data you’ll be ready to maximize the use of the existing data-driven platforms, and by creating strong data structures and hierarchies you can make the most of your marketing data.

Data Sharing

Once you’ve got all that data, you need a way to share it.

Feeds are the obvious first step. Make sure that your ecommerce platform can appropriately output whatever feeds you need. They’ll tell you they can, so put it to the test. The requirements for any digital marketing platform’s feed intake can usually be found in their help files. Check that you can produce a feed that can:

  • Be uploaded in the right way. It should be possible for the feed to be hosted by you on a secure http server, uploaded by you to the platform’s own ftp, and emailed to an appropriate email address.
  • Be produced in the right format. This matters, and isn’t as trivial as it seems. A CSV file is a very straight up spread sheet format. Two dimensional, rows and columns with a single entry per cell. But your database might have multiple entries per field. If your product is both black and white, then you might have both colors in your entry for that item. So what does the CSV conversion do? How does it combine two entries into one? The answer to that question makes a big difference to your data output. XML is usually more forgiving, JSON can do almost anything, but both can be harder to create and then parse. What does the receiver need, and can you genuinely create it?
  • Be manipulated by an intermediary. Hopefully this was a 2014 add, not a 2015 one, and you already use an intermediary to optimize your data feeds. If your product name is “3 little pigs pink and white low profile easy-pour gravy boat” then you might want the version that goes to Google Shopping to move “gravy boat” to the front. It’s better for keywords and better for ads.
  • Be changed without needing more developer time. Requirements change regularly, and if you’re so locked into a platform that you can’t make changes when needed then start rectifying that now, to be ready for 2016.

As well as your feeds, you need to be able to share your website data and your marketing data. You have several options for this, ranging from DIY through to enterprise.

The most basic solution is Google Analytics. Chances are you already have this tracking your site, and at no fee you can track everything coming into your site. The sharing mechanism here is in Google Analytics’ remarketing lists. Set these to put people into lists based on the criteria you already created, and you can use it in Google products.

If you want to go a bit further and use them in non-Google products, you need to be able to use their own remarketing lists (or custom audiences, if you prefer).

Google Tag Manager can help you to set these up based on similar criteria to Google Analytics. Use query strings in detail, and use macros to trigger the remarketing tag to fire when you need it to, and get every data hierarchy you need into every platform you need it in.

The top level setup is to use a Data Management Platform (DMP). These dedicated services work wonders for data sharing.

Think of one as a set of relational databases, that link to almost any service or API you can imagine. If your CRM contains Name, Email, ID and Address; and your website browsing data contains page views and ID, then the DMP is the place that links those two datasets together, in this case by ID.

Import data from almost any system, link it via any and all pieces of information they have in common, create valuable segments of users, and turn those segments into targetable remarketing lists. Then do lookalike modeling to find new users who match. Awesome!


We all use first-party data a lot, and we use third-party data where we can, but we’re focused on aggregated, anonymous information. We’ve become so obsessed with the statistical significance of the data we’re buying that we forget about its quality.

The best way to be sure of the quality of your data is to know where it comes from. So think about other businesses you work closely with, and whether you can negotiate data-sharing deals directly with them.


I love this word — partly because it’s so ridiculous and partly because it helps search-centric people think about the convergence of search, social and display from a broader point of view.

All three platforms allow programmatic buying, and all three allow dynamic content in their ads. They each have some target options unique to themselves (keywords, placements and social profile) but share a lot as well.

Consider that, by 2016, you’ll be treating them all similarly and managing them on the same (or similar) platforms. Make sure that your teams are set up accordingly — no silos, shared skills/training where possible, and every optimization session should consider all of them.

Closing The Loop

Attribution is still as difficult as it was when we started talking about it. It’s rarely done well — in most cases it can’t be done well — and there isn’t much on the horizon promising to make it better.

Cookies are a limiting factor that can’t handle offline and can’t work across devices. User IDs of the kind Facebook have are a limiting factor that are non-standard, walled gardens and still can’t work offline. As soon as any user’s path to conversion deviates from your stereotypical funnel (and most do) the challenges to modeling that behavior become very tricky indeed.

So what can we do? Let’s change the conversation and change expectations. Instead of attribution modeling, let’s talk about closing the loop. We know that we need to get the data about the value of conversions back into the media channels that drove those conversions, and we know that we need to account for the fact not every touch point was worth the same.

If we stop thinking about trying to solve the problem, and start thinking about improving our current position, we break away from trying to say, “This is what’s really happening,” because we can’t get that right. Instead, we want to say, “This is what I know now that I didn’t before,” and we’ve closed the loop a little bit better.
Everything Else

Obviously, this list is entirely made up of things that can be done now. For the advertisers at the absolute forefront, this was a 2014 list. But almost nobody does all of these well, and they all take a long time to set up.

It’s too late to get these all implemented in time to be at the forefront in 2015, but you have twelve months and a strategy so that you can be there by 2016.

Source: 2016 Digital Resolutions