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darkammarketing · 6 years ago

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How to Turn SEO Strategy into Action with Content Marketing

Know what happened on September 4, 1998? It was the day Google was born. Legend has it that one of the earliest searches typed in Google was for the name “Gerhard Casper.” Previous searches of this name on AltaVista, the premier search engine before Google returned web pages for Casper the Friendly Ghost. But in 1998, Google got it right. Its search result returned Gerhard Casper, President of Stanford University.

Here, the WaybackMachine has kept an archive of what the homepage images from AltaVista in 1995 and Google in 1998:

Looking at these images, it’s easy to see how things have changed. Entire industries in web design (thank goodness), SEO, demand generation, and digital content marketing now thrive, but these images represent their most humble beginnings.

The Gerhard Casper example is perhaps the earliest we have of SEO. While this particular example speaks to the power of Google over AltaVista, it also reminds us that we want to be found. If I type in the name of your business in a search engine, you want it to be ranked first. You don’t want to be outranked by a reference to Casper the Friendly Ghost, or a competitor.

And so, search engine optimization was born.

SEO is defined by Moz.com as “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”

Some background for that definition:

Moz was founded in 2004 by Rand Fishkin, the self-proclaimed Wizard of Moz, and Gillian Muessig. It’s a tremendous resource and their team does a solid job of helping SEO junkies and newbies alike navigate shifting algorithms and best practices.

Organic search engine results: Organic here means au naturale. These are results that show up without being incentivized by payment. They’re free. They’re coming to visit because they really like you and what you’re doing.

But, even though they’re free, organic search engine results still bear a striking resemblance to organic avocados at Whole Foods. Both require an investment of time and dedication to get it right.

So, how does content marketing fit into all of this?

Great question!

In case you’re not sure, it’s okay, many people are challenged by what exactly content marketing does. The goal of content marketing is to educate, engage (not sell), and create brand awareness by providing value to digital audiences.

Content marketing is key to organic SEO. It’s what makes SEO tick. It is valuable and engaging content that drives organic traffic.

SEO: How to Rank in 2018

Moz recently published an article, the SEO Checklist: How to Rank in 2018, which shared a list of insights that should help just about anyone to have a working understanding of the SEO game.

We believe that these insights, married with content marketing efforts, will cause your SEO rankings to soar. Follow these guidelines, and you’ll have more traffic than you’ll know what to do with, but that’s a good problem to have, and we’re confident you’ll figure it out.

So, here are the Moz insights blended with our content marketing expertise:

#1. Craft Content That’s Easily Crawlable and Accessible

Google scans the web via what are commonly called Googlebot spiders. These little bots are programmed to look for the good stuff, so they know what gets pushed to the top of the rankings and what gets ignored.

Your website’s content is what differentiates you from competitors. Bring your site to life by using a suite of fresh and rotating content assets like blog posts, video, images and FAQs. This is what makes your site more appealing and relevant to those spiders.

Pro tip: You can also give your site a boost by writing the right copy in your meta tag title and description. Get a good writer to craft a concise message that tells your story.

#2. Figure out Those Keywords

Keywords are the words people type into search engines to find something. It is important for business owners to know what keywords potential customers are using to discover products and services. Business owners and marketers can then aim to rank for those keywords.

There are a few ways you can find out the keywords people are using to find you. The easiest way is to listen to your audience. What do they say? What do they click on? What are they excited about on social media? One option is to use Google Trends, a free tool, to see how keywords rank and compare.

Here’s an example of content marketing vs. digital content marketing vs. content management over time:

You can see that content marketing is the clear winner, so in this instance, that’s the keyword to aim for.

Of course, you can add whatever terms you like, and you get to customize your search by industry and time period to get a sense for seasonality.

The results show which website content will drive the most traffic to your site. If you are a plumber and sump pumps are ranking high, then by golly, serve up some site content on sump pumps! Use keyword ranking as a way to let your writing team know what to write about. Be strategic by using the plethora of free data available to you.

#3. Use the SERP, Young Skywalker

The search engine results page (SERP) is what is displayed based on the query entered into the search engine. You want to be on that first page of results, so pay attention!

Do some testing by searching for things your audience might enjoy. Is your business ranking? Is something entirely irrelevant ranking? This is your roadmap to content creation success. Discover what’s missing and how you can drive traffic. If you’ve done your homework and know your audience, you know what they need. Fill the SERP gaps with quality content to help boost your rankings.

#4. Be Authoritative (or Find Someone Who Is)

Write quality, educational content that adds value to your reader’s lives. If you can have someone who’s already an authority on the subject, get him or her to write and publish the article. Their potential social media and backlinking influence will help amplify your message in a more authoritative way.

You’ll get more Google-love if your content is shared by others around the web and if your bounce rates are low. It may not be easy at first to identify these influencer or micro-influencer types, but building partnerships with them is a great way to help your audience get what they need while driving more quality to your site.

What Do I Really Need to Know About SEO?

SEO is intimately tied to content marketing. It’s a simple formula: quality content marketing yields higher search rankings. There are frequent search algorithm changes and new best practices to follow each year, but the bottom line is that authentic, valuable content always wins. Educational content that delivers what your audience wants is what cuts through the SEO noise and consistently drives results.

Are there any important SEO tactics you’d add? Tell me about them in the comments.

The post How to Turn SEO Strategy into Action with Content Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from Marketo Marketing Blog http://bit.ly/2OZ6LAW via IFTTT via Blogger http://bit.ly/2nt56ak

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archiebwoollard · 6 years ago

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How to Turn SEO Strategy into Action with Content Marketing

Here, the WaybackMachine has kept an archive of what the homepage images from AltaVista in 1995 and Google in 1998:

And so, search engine optimization was born.

SEO is defined by Moz.com as “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”

Some background for that definition:

But, even though they’re free, organic search engine results still bear a striking resemblance to organic avocados at Whole Foods. Both require an investment of time and dedication to get it right.

So, how does content marketing fit into all of this?

Great question!

Content marketing is key to organic SEO. It’s what makes SEO tick. It is valuable and engaging content that drives organic traffic.

SEO: How to Rank in 2018

Moz recently published an article, the SEO Checklist: How to Rank in 2018, which shared a list of insights that should help just about anyone to have a working understanding of the SEO game.

So, here are the Moz insights blended with our content marketing expertise:

#1. Craft Content That’s Easily Crawlable and Accessible

Pro tip: You can also give your site a boost by writing the right copy in your meta tag title and description. Get a good writer to craft a concise message that tells your story.

#2. Figure out Those Keywords

Here’s an example of content marketing vs. digital content marketing vs. content management over time:

You can see that content marketing is the clear winner, so in this instance, that’s the keyword to aim for.

Of course, you can add whatever terms you like, and you get to customize your search by industry and time period to get a sense for seasonality.

#3. Use the SERP, Young Skywalker

The search engine results page (SERP) is what is displayed based on the query entered into the search engine. You want to be on that first page of results, so pay attention!

#4. Be Authoritative (or Find Someone Who Is)

What Do I Really Need to Know About SEO?

Are there any important SEO tactics you’d add? Tell me about them in the comments.

The post How to Turn SEO Strategy into Action with Content Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from RSSMix.com Mix ID 8217493 https://blog.marketo.com/2018/08/how-to-turn-seo-strategy-into-action-with-content-marketing.html

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racheltgibsau · 6 years ago

Text

How to Turn SEO Strategy into Action with Content Marketing

Here, the WaybackMachine has kept an archive of what the homepage images from AltaVista in 1995 and Google in 1998:

And so, search engine optimization was born.

SEO is defined by Moz.com as “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”

Some background for that definition:

But, even though they’re free, organic search engine results still bear a striking resemblance to organic avocados at Whole Foods. Both require an investment of time and dedication to get it right.

So, how does content marketing fit into all of this?

Great question!

Content marketing is key to organic SEO. It’s what makes SEO tick. It is valuable and engaging content that drives organic traffic.

SEO: How to Rank in 2018

Moz recently published an article, the SEO Checklist: How to Rank in 2018, which shared a list of insights that should help just about anyone to have a working understanding of the SEO game.

So, here are the Moz insights blended with our content marketing expertise:

#1. Craft Content That’s Easily Crawlable and Accessible

Pro tip: You can also give your site a boost by writing the right copy in your meta tag title and description. Get a good writer to craft a concise message that tells your story.

#2. Figure out Those Keywords

Here’s an example of content marketing vs. digital content marketing vs. content management over time:

You can see that content marketing is the clear winner, so in this instance, that’s the keyword to aim for.

Of course, you can add whatever terms you like, and you get to customize your search by industry and time period to get a sense for seasonality.

#3. Use the SERP, Young Skywalker

The search engine results page (SERP) is what is displayed based on the query entered into the search engine. You want to be on that first page of results, so pay attention!

#4. Be Authoritative (or Find Someone Who Is)

What Do I Really Need to Know About SEO?

Are there any important SEO tactics you’d add? Tell me about them in the comments.

The post How to Turn SEO Strategy into Action with Content Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from RSSMix.com Mix ID 8217493 https://blog.marketo.com/2018/08/how-to-turn-seo-strategy-into-action-with-content-marketing.html

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maxslogic25 · 6 years ago

Text

How to Turn SEO Strategy into Action with Content Marketing

Here, the WaybackMachine has kept an archive of what the homepage images from AltaVista in 1995 and Google in 1998:

And so, search engine optimization was born.

SEO is defined by Moz.com as “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”

Some background for that definition:

But, even though they’re free, organic search engine results still bear a striking resemblance to organic avocados at Whole Foods. Both require an investment of time and dedication to get it right.

So, how does content marketing fit into all of this?

Great question!

Content marketing is key to organic SEO. It’s what makes SEO tick. It is valuable and engaging content that drives organic traffic.

SEO: How to Rank in 2018

Moz recently published an article, the SEO Checklist: How to Rank in 2018, which shared a list of insights that should help just about anyone to have a working understanding of the SEO game.

So, here are the Moz insights blended with our content marketing expertise:

#1. Craft Content That’s Easily Crawlable and Accessible

Pro tip: You can also give your site a boost by writing the right copy in your meta tag title and description. Get a good writer to craft a concise message that tells your story.

#2. Figure out Those Keywords

Here’s an example of content marketing vs. digital content marketing vs. content management over time:

You can see that content marketing is the clear winner, so in this instance, that’s the keyword to aim for.

Of course, you can add whatever terms you like, and you get to customize your search by industry and time period to get a sense for seasonality.

#3. Use the SERP, Young Skywalker

The search engine results page (SERP) is what is displayed based on the query entered into the search engine. You want to be on that first page of results, so pay attention!

#4. Be Authoritative (or Find Someone Who Is)

What Do I Really Need to Know About SEO?

Are there any important SEO tactics you’d add? Tell me about them in the comments.

The post How to Turn SEO Strategy into Action with Content Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from RSSMix.com Mix ID 8217493 https://blog.marketo.com/2018/08/how-to-turn-seo-strategy-into-action-with-content-marketing.html

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zacdhaenkeau · 6 years ago

Text

How to Turn SEO Strategy into Action with Content Marketing

Here, the WaybackMachine has kept an archive of what the homepage images from AltaVista in 1995 and Google in 1998:

And so, search engine optimization was born.

SEO is defined by Moz.com as “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”

Some background for that definition:

But, even though they’re free, organic search engine results still bear a striking resemblance to organic avocados at Whole Foods. Both require an investment of time and dedication to get it right.

So, how does content marketing fit into all of this?

Great question!

Content marketing is key to organic SEO. It’s what makes SEO tick. It is valuable and engaging content that drives organic traffic.

SEO: How to Rank in 2018

Moz recently published an article, the SEO Checklist: How to Rank in 2018, which shared a list of insights that should help just about anyone to have a working understanding of the SEO game.

So, here are the Moz insights blended with our content marketing expertise:

#1. Craft Content That’s Easily Crawlable and Accessible

Pro tip: You can also give your site a boost by writing the right copy in your meta tag title and description. Get a good writer to craft a concise message that tells your story.

#2. Figure out Those Keywords

Here’s an example of content marketing vs. digital content marketing vs. content management over time:

You can see that content marketing is the clear winner, so in this instance, that’s the keyword to aim for.

Of course, you can add whatever terms you like, and you get to customize your search by industry and time period to get a sense for seasonality.

#3. Use the SERP, Young Skywalker

The search engine results page (SERP) is what is displayed based on the query entered into the search engine. You want to be on that first page of results, so pay attention!

#4. Be Authoritative (or Find Someone Who Is)

What Do I Really Need to Know About SEO?

Are there any important SEO tactics you’d add? Tell me about them in the comments.

The post How to Turn SEO Strategy into Action with Content Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from RSSMix.com Mix ID 8217493 https://blog.marketo.com/2018/08/how-to-turn-seo-strategy-into-action-with-content-marketing.html

0 notes

sualkmedeiors · 6 years ago

Text

How to Turn SEO Strategy into Action with Content Marketing

Here, the WaybackMachine has kept an archive of what the homepage images from AltaVista in 1995 and Google in 1998:

And so, search engine optimization was born.

SEO is defined by Moz.com as “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”

Some background for that definition:

But, even though they’re free, organic search engine results still bear a striking resemblance to organic avocados at Whole Foods. Both require an investment of time and dedication to get it right.

So, how does content marketing fit into all of this?

Great question!

Content marketing is key to organic SEO. It’s what makes SEO tick. It is valuable and engaging content that drives organic traffic.

SEO: How to Rank in 2018

Moz recently published an article, the SEO Checklist: How to Rank in 2018, which shared a list of insights that should help just about anyone to have a working understanding of the SEO game.

So, here are the Moz insights blended with our content marketing expertise:

#1. Craft Content That’s Easily Crawlable and Accessible

Pro tip: You can also give your site a boost by writing the right copy in your meta tag title and description. Get a good writer to craft a concise message that tells your story.

#2. Figure out Those Keywords

Here’s an example of content marketing vs. digital content marketing vs. content management over time:

You can see that content marketing is the clear winner, so in this instance, that’s the keyword to aim for.

Of course, you can add whatever terms you like, and you get to customize your search by industry and time period to get a sense for seasonality.

#3. Use the SERP, Young Skywalker

The search engine results page (SERP) is what is displayed based on the query entered into the search engine. You want to be on that first page of results, so pay attention!

#4. Be Authoritative (or Find Someone Who Is)

What Do I Really Need to Know About SEO?

Are there any important SEO tactics you’d add? Tell me about them in the comments.

The post How to Turn SEO Strategy into Action with Content Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

from https://blog.marketo.com/2018/08/how-to-turn-seo-strategy-into-action-with-content-marketing.html

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swissforextrading · 7 years ago

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Propaganda from the Uncanny Valley

Art has always been an ideal vessel for propaganda: persuading with emotion can cut through the need for rational argument. With Facebook’s release of thousands of examples of propaganda created for social media in 2016, it’s becoming clear that artlessness is just as good. After Congressional hearings in the United States, Facebook has announced an “Action Plan Against Foreign Interference” that would double its security team in 2018, and is planning to release a tool for users to check if they’ve clicked on any of this propaganda in 2016. Two conservative activists on Twitter were recently revealed to be bots; that’s two out of the company’s estimated 36,746 Russian-backed bot accounts, though a private investigation found 150,000 such bots operated to influence the Brexit campaign. Russia denies any involvement. Third-party tools, such as botcheck.me, have been developed to evaluate Twitter account histories for bot-like patterns. Today’s propaganda artists are on the frontlines of the “creative” algorithm: the emerging trend of data channeled into “inspiration” for content and channeled back into creative products. In line with our past events examining cyberthreats and digital humanitarianism, we’re looking at how creative algorithms work (or fail) and how that is influencing the next wave of propaganda. What happens when bots talk — and people listen? Batman Elsa Birthday Babies Artist and researcher James Bridle recently took a critical look at YouTube videos crafted for children. The children’s market is a ripe target for this kind of content: toddlers love repetition, parents love the endless stream of (unwatched) content, and producers love their low costs and production values. Bridle writes that the algorithms aren’t just curating this content. They are surfacing the most powerful combinations of keywords, and using them to dictate what content is produced for the site. YouTube selects videos matching similar keywords for its “up next” queue, which are played automatically when one video ends. Create a video that matches these keywords, and you assure that your video will join the infinite stream of content shown to a child searching for Elmo or Frozen videos. There is no shortage of cheap and quickly created content with word-salad titles like “Batman Finger Family Song?—?Superheroes and Villains! Batman, Joker, Riddler, Catwoman.” The audience for that title isn’t a child, or parents. The audience isn’t human at all: the audience is the YouTube algorithm. Once the keywords are crafted for that algorithm, the content is second nature. Throw those characters together and back it with the “family finger song.” The keywords dictate the content, not to benefit any child, but to ensure that the algorithm plays that video in automated queues of videos related to any of those title terms. Bridle points out that something is amiss in these videos. They certainly allow less-than-scrupulous actors to inject weird content into a child’s stream. One nightmarish example shows Spiderman, the Hulk, and Elsa all being bashed in the head by the Joker and other villains, who then bury these favorite children’s characters alive in quicksand. That’s blatantly outrageous content created by anonymous bad actors. But even in harmless videos, there’s something weird about inverting the relationship between keywords and content. Keywords are a categorization of what content contains. By knowing the types of content people are looking for, breaking those words apart from any context and re-assembling them, you create something like a formula to guarantee search results or, at least, high placement in auto-generated content streams. The Dark Art of SEO This is what used to be considered the dark arts of “SEO” — Search Engine Optimization. It’s a tool used for writing blog spam that could show up in search results. The impact of blogspam was somewhat limited to 500-word texts redirecting you to purchase products. Today, we’re seeing SEO create epic, 30-minute-long animated videos that don’t explicitly ask you for money, but generate revenue anyway. The content of these videos is secondary. Kids watch whatever is dictated by the most valuable keywords. Humans create this content quickly in response, resulting in something with no educational value, reflecting a surrealist mash-up of arbitrary search terms: the digital storytelling equivalent of empty calories. Machine learning processes take human inputs, strip them into basic units, and then reassemble them into infinite variations. It’s this blend of human and alien processes that make “AI consciousness” such a weird concept. But it’s a very specific kind of weird: uncanniness. Rethinking the Uncanny For an example of uncanniness, there may be no easier example to understand than the Dadabots‘ album, “Deep the Beatles!” The album is the result of a machine learning computer “listening” (or scanning sound data) to Beatles records and producing something that is, simultaneously, very much the Beatles and very much not the Beatles. Ernst Jentsch first defined a certain emotion, “uncanniness,” in 1906: “In telling a story, one of the most successful devices for easily creating uncanny effects is to leave the reader in uncertainty [of] whether a particular figure in the story is a human being or an automaton, and to do it in such a way that his attention is not focused directly upon his uncertainty, so that he may not be led to go into the matter and clear it up immediately.” It’s an oddly prescient line of thinking that seems to describe the entire internet experience as of 2016. The uncanny has moved from literature into the real (albeit virtual) world, spreading a residue of low-grade, unsettling surrealism into our everyday lives. Looking at a Twitter account with 38,800 followers posting nothing but unsourced political memes in 2015, we might have asked how this person had so much time on their hands. Today, we have to ask if they’re actually human. In its congressional hearings, Facebook shared 3,000 images it claims originated from a shadowy organization in St. Petersburg, Russia, intended to influence American voters. What we see in these images is the surface-skimming of keywords, created from real political debates, boiled down to their most toxic and potent forms. Facebook is transcribing your online actions and reducing them into easily-digestible traits. It can tell if you’re neurotic, a reader, a beach-lover, extroverted. It can tell if you’re gay or straight, married, religious, or have children. It can tell if you’re worried about immigrants, guns, or unemployment. These categories can then be skimmed and recycled into content. Just like a four-year-old who wants to watch an Elsa video, advertisers can tell if you want to see anti-immigrant content, and then deliver it. The Meme War Two anonymous researchers are creating an online archive of these political images. They include groups across the spectrum, from “Army of Jesus” to gay groups, “Woke Blacks,” “Missouri News,” “Feminist Tag.” They target pro- and anti-immigrant sentiment. If there was a set of keywords that could be targeted with divisive political rhetoric, there was a group created to appeal to them. From there, real people, selected by the algorithms, boosted and amplified messages that were essentially dictated by those same algorithms. The social media propaganda images aren’t sophisticated. They’re full of spelling errors, extremist language and imagery. One had Satan suggesting that Hillary Clinton would win the election if he beat Jesus in an arm-wrestling contest. The viewer was encouraged to “like” the post to “help Jesus win.” That content was created specifically for people whose personalities showed a strong affinity to the Bible, Jesus, God, Christianity, and Fox News commentator Bill O’Reilly. The ads can also create associations that rely on several layers of deception. A few targeted Facebook accounts of people with clear anti-immigrant bias and presented advertisements from a fake pro-Muslim group. The ads included an image of Hillary Clinton hugging a woman in a burka with the message “Support Hillary to Save American Muslims.” The idea is that this would be shown to Islamophobic voters, who would share it out of a sense of outrage. When Propaganda goes viral Sharing is an impulse built into all social media, and it’s the real mechanism being “hacked” in contemporary propaganda. We share things we relate and respond to, because they reflect who we are, how we want to be seen, and who we want to connect with. After Freud, psychoanalyst Jacques Lacan took on the study of the uncanny. For Lacan, the uncanny reflects a conflicted appeal to our ideas of ourselves. The images and messages reveal a sense of our identities being reduced, partitioned, and invaded. Something uncanny emerges in this process. These are strange objects pretending to be familiar. Looking at these archives of propaganda images is unsettling because it reveals parts of us we know — the political memes, ideas, and philosophies we believe in — and so they belong to us. But they also push the boundaries of those beliefs, including our ideas of what other people believe about us. It’s an environment that contributed to an especially toxic online atmosphere in 2016. What’s next? Not all creative algorithm content is created equal. In 2013, Netflix analyzed extensive tags it had created for every piece of its content to see what worked for most of its subscribers. From that data, they were able to discern a “Venn diagram” for a successful streaming series, which they agreed to produce, sight unseen. That show was “House of Cards.” But that wasn’t just the product of blind faith in data. Instead, it pointed to a new kind of intelligence, as described by Tim Wu in his New Yorker piece about the show: “It is a form of curation … whose aim is guessing not simply what will attract viewers, but what will attract fans—people who will get excited enough to spread the word. Data may help, but what may matter more is a sense of what appeals to the hearts of obsessive people, and who can deliver that.” The similarities between the art of crafting algorithms into fan-favorite entertainment and crafting successful online propaganda campaigns? You might say it’s uncanny. --- swissnex San Francisco is exploring a number of topics around AI and ethics in 2018. Stay tuned with our event newsletter to stay up to date. https://nextrends.swissnexsanfrancisco.org/propaganda-from-the-uncanny-valley/ (Source of the original content)

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fingerprint011 · 7 years ago

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Become an SEO ninja for your new website

The biggest fear any business has when launching a new website is that no one will see it. The whole point of a good website is to help your business stand out. This is why effective search engine optimization (SEO) is absolutely vital to the success of your new website. Whether the search is a traditional type-into-Google one or the increasingly popular voice search, it’s imperative to be thinking proactively when designing your site. Strategically using keywords, lengthy (but not too lengthy) text on your pages, and meta-descriptions are among the key factors in maximizing SEO. The challenge in this, though, is to keep the SEO process as simple as possible while still paying attention to all the important details involved. I’m here to help you with a head start — consider it a roadmap — to SEO success. So let’s get started!

It can be really easy to get overwhelmed by all the “how to” tips for SEO that you can find online. So let’s hit some basics to keep this manageable.

The most important thing to remember with SEO optimization is that keywords are named that for a reason — they are the key to everything. So, they need to be present on each page of your site in some way, shape, or form. In fact, you should structure your entire website –all of it– around your targeted keywords. Note, though, that having too many mentions of your targeted keywords can get you a slap on the wrist from Google in the form of getting bumped down the search results list (which defeats the purpose of SEO in the first place). The answer is simple and straightforward–as you build your site, make sure your targeted keywords appear in the following ways:

Make sure your targeted keyword appears in each page URL. This may seem obvious, but you’d be amazed at how many pages don’t do this, mainly because they don’t use keywords as a focus for their pages. Doing this puts your URL right into the crosshairs of the search bots, and they like keywords found in URLs!

Put the keyword in the first 100 words of the text on each page and strategically use the keyword regularly throughout the text. You certainly don’t want to force the issue, so just put in the terms where they seem to make sense in your copy. If your page design is focused on the keyword, there should be a natural “flow” to your copy that will show you quality spots for keyword placement.

Use the keyword in the Title Tags you design. These are the big, bold-faced words that pop up in search results. Product / service specificity in these is key, again another reason why each of your pages should have a particular keyword as its focus. This may be around a specific product line or service or something similar. To narrow this down, try doing searches around combinations of the keywords you want to use and see what phrasings come up in the results. Then…

…if one of your keywords has massive competition in search results, specify it more to help it stand out. This involves targeting exactly the best ways to describe your offerings, products, etc. Remember that the more straightforward the better.

With these keyword focus points in mind, the next step is to make sure each page of your website has enough written content–but also not too much–to ping the little Google bots that scan for you and your competitors during a word search. This, too, has a simple path to follow:

Be sure to average about 2000 words per page on your site. Before you frown at that number for too long, remember that this is central to your success online. So give yourself the time and space to put your best into each page. By basing your copy on the keyword that is the focus of the page, you can give all the details–and keyword mentions–that are attractive to Google and will give site visitors the info they need to find you and purchase your services / products. A number of studies have proven the 2000 word threshold, so be part of that wave–this isn’t an area to “go rogue.”

Include internal and external links in your page copy. This is an often overlooked element of website design, at least as far as SEO goes. Connecting to your own internal content like your blog or contact pages can boost your search profile, as can external links to partners and review / social media sites that have said nice things about you. The wider you cast this net, the more conversations about you that run through the search filters when they scan over you.

Lastly, make sure that the search results page, the all-important “bridge” between the searcher and your website, works to your advantage. The two above points are already vital to making sure you appear high up on the page list, but there are a couple of added points to make sure you hit:

Give your title tags quality meta-descriptions that give enough specific information to draw the searcher to your site. Make these clear and crisp statements that aren’t too wordy–truncated descriptions on a search page won’t get as many clicks as descriptions that can be seen in their entirety. Clarity and directness are attractive to the searcher and show that you know what you are doing. Here’s an example:

Utilize the LSI (Latent Semantic Index) at the bottom of the search results page to ensure you are using the best keyword options. This is also an often-overlooked technique to keep your keywords relevant and successful. Scroll down to the bottom of the Google results page to those two columns labeled “searches related to…” and note the keywords and phrasings used. Adjust yours accordingly, if necessary, both in your keywords and your site copy if necessary.

There’s your starter kit! If you follow the guidelines above, you will be well on your way to a successful website launch that will get you attention from the get-go. While there are a number of technical details involved in some of these steps that might frazzle your brain, those can be overcome with a little patience and –most importantly– with proven expertise from professionals in website design and marketing. I’m ready and available to help you navigate SEO and any other website challenges you may be facing, so don’t hesitate to hit me up to set an appointment.

May your business always appear at the top of everyone’s search!

The post Become an SEO ninja for your new website appeared first on Fingerprint Marketing.

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darkammarketing · 6 years ago

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How to Turn SEO Strategy into Action with Content Marketing

Here, the WaybackMachine has kept an archive of what the homepage images from AltaVista in 1995 and Google in 1998:

And so, search engine optimization was born.

SEO is defined by Moz.com as “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”

Some background for that definition:

But, even though they’re free, organic search engine results still bear a striking resemblance to organic avocados at Whole Foods. Both require an investment of time and dedication to get it right.

So, how does content marketing fit into all of this?

Great question!

Content marketing is key to organic SEO. It’s what makes SEO tick. It is valuable and engaging content that drives organic traffic.

SEO: How to Rank in 2018

Moz recently published an article, the SEO Checklist: How to Rank in 2018, which shared a list of insights that should help just about anyone to have a working understanding of the SEO game.

So, here are the Moz insights blended with our content marketing expertise:

#1. Craft Content That’s Easily Crawlable and Accessible

Pro tip: You can also give your site a boost by writing the right copy in your meta tag title and description. Get a good writer to craft a concise message that tells your story.

#2. Figure out Those Keywords

Here’s an example of content marketing vs. digital content marketing vs. content management over time:

You can see that content marketing is the clear winner, so in this instance, that’s the keyword to aim for.

Of course, you can add whatever terms you like, and you get to customize your search by industry and time period to get a sense for seasonality.

#3. Use the SERP, Young Skywalker

The search engine results page (SERP) is what is displayed based on the query entered into the search engine. You want to be on that first page of results, so pay attention!

#4. Be Authoritative (or Find Someone Who Is)

What Do I Really Need to Know About SEO?

Are there any important SEO tactics you’d add? Tell me about them in the comments.

The post How to Turn SEO Strategy into Action with Content Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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