Archive for the ‘Search Engine Optimization (SEO)’ Category
The days of getting high search rankings based on high-volume, low-quality, easy-to-get links are long gone. Building quality links that will still positively impact rank now requires more work, more creativity, and a more sophisticated strategy for developing owned, earned, and shared links.
Are there any “easy” ways remaining to build worthwhile links? When should you disavow existing links? Which link building tools and tactics still have value? What link building techniques are “Penguin-safe”?
Find the answers to those questions and many others here in some of the best guides to link building in today’s search environment, from the past year or so.
The Low Hanging Fruit of Link Building by imFORZA Blog
While acknowledging that the “low-hanging fruit of link building” (links that are relatively easy to obtain) are not incredibly valuable on their own and represent just one component of a broader link-building strategy, Vinny La Barbera points out that such links nonetheless form a basis, particularly for new websites, and explains how to build such from sources like social profiles, local business directories, news releases, and social shares.
Link Madness by SEOBook
Peter Da Vanzo serves up an entertaining rant on link disavowing, recovering from Google penalties (or not), and “link paranoia.” He reminds readers that trying to “game” Google rankings is never a good strategy; diversifying traffic sources always is; and outlines a handful of “approaches to link building that will likely stand the test of time, and incorporate strategy that provides resilience from Google’s whims.”
How to Get Backlinks – The Ultimate Guide by Interwebs Institute
Though written primarily for SEO novices, even seasoned experts may find it worthwhile to skim this comprehensive post covering basic links types, how links convey authority, backlinking guidelines, black hat practices, backlinking tools, expert SEO resources, and common link-building tactics.
The Value of Referrer Data in Link Building by Search Engine Watch
Writing that “link building is not dead…links matter. The death is in links that are easy to manipulate,” Dave Davies explains the value of looking at referrer data in Google Analytics (“Apart from the fact that traffic is probably one of, if not the best, indicator of the quality and relevancy of a link to your site, your traffic data can also help you find the links you didn’t know you had and what you did to get them”), key questions to ask about those links, and how to find competitors’ link referral data.
12 Scalable Link-Building Tactics by The Moz Blog
Jason Acidre outlines a dozen tactics for non-spammy link building, such as creating your own database of premium images, conducting interviews with popular personalities (particularly helpful for new websites), reverse engineering competitors’ links, and link reclamation (i.e., reclaiming broken or outdated links to your site that have already been created).
7 FREE Link Building Tools For Post-Penguin Success by WebMechanix
Arsham Mirshah reviews seven free tools to help with link building efforts, including the SEOBook SEO Toolbar, about which he writes, “Not only is this a must-have for link building, but it’s also a necessary tool for anyone in SEO, period.” Do be a bit cautious with link building tools however; despite abiding by Google guidelines, the MyBlogGuest tool was hit with a Google penalty.
How Link Building Changed in 2013 by Search Engine Watch
Julie Joyce looks at what changed in link building during 2013, and how those changes impact link building tactics in 2014 and beyond. She covers Google’s major algorithmic updates, link disavoiwing and cleaup, changes made by Bing and Yandex, and changes in the industry (for example, “People talked more about building relationships than building links. This whole concept has been around for ages but in 2013, it really started to get much more attention”).
Link Building with the Experts – 2013 Edition by Sugarrae
Rae Hoffman interviews 10 SEO pros as well as providing her own answers about link building strategies and tactics for the post-Panda and Penguin search environment. Asked if links are becoming less important in Google’s ranking algorithm, Julie Joyce (again) pretty much sums up the opinion of the group, stating that “they are becoming a slightly smaller portion as other factors are being added in but not to a significant extent…Unless they (Google) rebuild the algorithm from the ground up, I don’t see the importance of links drastically decreasing.” This is a long piece but well worth a read.
The Future-Proof Link Building Strategy by Search Engine Journal
Aaron Aders lays out a link building strategy he says is future-proof because it “aligns with the ‘why’ behind search engine technology…At a high level, the strategy consists of creating and promoting great content. The tactical process is broken up into four sections: Research, Creative, Promotion and Conversion.” Hmm, sounds similar to the web presence optimization model.
How to Use Google’s Disavow Links Tool the Right Way by Search Engine Watch
Chuck Price outlines a seven-step process for using Google’s disavow links functionality, from conducting a link audit (using Google Webmaster Tools (alone), to submitting a reconsideration request (“Only if you’re under a manual penalty, will you need to file a reconsideration request. When filing your request, here are some key points to consider.”)
Google’s Disavow Tool: What You Need to Know, and 4 Common Myths by Search Engine Journal
Jayson DeMers explains how Google’s link disavow tool works, and importantly, what to do before [ITALICS] using the tool. He also dispels four common myths, such as that disavowing links can damage your site’s reputation in the eyes of Google: “Proper use of the Disavow tool is not going to cause Google to label you as a spammer, nor will it negatively affect your web profile.”
How To Get Out Of A Google Penalty [VIDEO] by Vertical Measures
If, God forbid, you try to do link building the right way but get caught up in a Google penalty anyway (perhaps because of past link-building activities by a less conscientious link builder), Ben Holland shows you how to recover using a six-step process that starts with downloading your backlink list from Google Webmaster Tools and running these through another tool, like Link Detox, that can help separate the good links from the dodgy ones.
5 Ways to Protect your Website from Google SEO Penalties by Search Engine Journal
In the good old days of link buidling, low-value links didn’t hurt, they just didn’t help. Addressing the (justified) paranoia caused by Google’s nasty Penguin, Marcela De Vivo recommends a handful of ways to avoid trouble, like auditing links monthly and creating Google Analytics Alerts for triggers such as “Google Organic Traffic decreased by more than 5%.”
Link Building Without Magic by SEOCustomer
According to Henrik Sandberg, Google is the only link-building tool you need–and he steps through his recommended process for tool-free link building, using tactics including blog commenting, guest blogging (“guest Blogging will not only give you traffic – it will also give you some great SEO juice”), directory and resource listing, and forums.
10 Powerful White Hat Link Building Strategies by Blogging Wizard
Adam Connell walks through 10 Penguin-safe link building techniques that he says “will give you the best results possible if you use them to build relationships,” such as linking out to other blogs (which, yes, is occasionally done here) though he warns that “An important thing to remember is this tactic won’t result in a link most of the time (at least not until you really get on the map and get right in front of the bloggers you’re linking to).”
Top 25 Free and Paid Link Building Tools for Serious Link Builders by Blogging Wizard
As a follow-up to the post above, Adam Connell provides brief reviews of more than two dozen helpful link-building tools, including Wordtracker’s Link Builder: “you can add a bunch of competitor URLs and immediately find where they are getting their links from. You can then also find link prospects by searching for pages that rank for a particular keyword which can be very useful.”
Transform Link Building into Brand Building for 2013 by Search Engine Journal
Pratik Dholakiya believes that “Links are important, crucial even, but sustainability means brand comes first,” and offers 10 tips for using traditional “link building” activities for more focused brand-building (or web presence building) instead–including news releases, guest posting, infographics, forums, and commenting.
“The past 12 months have been brutal for many traditional forms of link building. Techniques that once worked are now penalized,” according to Cyrus Shepard, who goes on to explain the “right way” in the current environment to do link building (or earning) using infographics, guest posts, media relations, and direct outreach.
Inorganic vs. Organic Backlinking Strategies: Getting Back to Basics by Search Engine Watch
Krista LaRiviere, CEO of web presence optimization software provider gShift Labs, makes the case that links are still vital in the post-Penguin world, but in order to have value (rather than causing problems), backlinks need to pass the RAID test (relevant, authoritative, influential, and diverse).
For nearly as long as there have been people working on search engine optimization, there have been SEO tools. The first tools handled only the most rudimentary tasks, like rank checking or keyword density analysis.
As search engine algorithms, and SEO professionals, have become more sophisticated over time, so have the tools. Today, there are (in many cases free, or low-cost) tools covering nearly every aspect of content design, on-page, off-page, and technical SEO.
Find out in this compilation of web tools and expert tool reviews from the past year and a half.
Helpful SEO Tools
This outstanding tool from Google evaluates the speed of both mobile and desktop access for any specified website, returns an overall score, and provides technical recommendations on for decreasing load time and improving site speed.
A slick free tool that reports, for any full URL: linking domains, inbound links, most linked countries, most linked keywords, page rank of linking domains, and new links within the past 30 days. This one deserves consideration for every SEO’s toolbox.
One of the best free broken-link checking tools available, the Online Website Link Checker will crawl for and report broken links on up to 500 pages and three levels down on any specified website, optionally across a whole domain or only a specified subdomain.
Expert SEO Tools Reviews and Guides
Free and Useful On-Page Optimization Tools by Internet Marketing Ninjas
Online tools expert Ann Smarty presents five useful tools for on-page optimization from the SEO Chat free tools beta are, among them the On-Page Optimization Analysis Tool , which analyzes “everything from meta data to keyword use iysis/n content and link accounting. It then breaks this all down for you, so you can get a more thorough look at how well your page has been optimized, and how you can optimize it even more.”
SEO Report: How to Track Blog Performance on Google by Razor Social
“To find out how likely it is that the blog posts you write will have an ongoing impact, you need to find out how well your blog content is currently doing. You can do this with an SEO report,” writes Ian Cleary; he then steps through the process of creating such a report using a series of tools, like SEMRush to discover what keywords your site ranks for, and Monitor Backlinks, which will “will email you every week with a summary of new and old links that changed in status.”
Free Local SEO Tools that Belong in Your Kit by The Moz Blog
Miriam Ellis provides detailed descriptions of more than a dozen helpful and free tools for local SEO, including the Generate local AdWords and keywords lists tool (much more helpful than Google Keyword Planner when trying to identify keywords with value in a specific geographic area) and the Free Local Analysis Google Places Tool, which, she writes, “Provides more rich data for local SEOs than almost any other free tool I’ve found!…I can also compare them to other local businesses using the tool.”
10 SEO Tools and Plugins You Need in 2014 by Web Content Blog
The English isn’t perfect, but the reviews are spot on. Most of the tools Gazalla Gaya reviews here are familiar (such as the outstanding WordPress SEO by Yoast, but a few are off the beaten path, among them HitTail (a fee-based long-tail keyword research tool) and the Virante AuthorRank tool for analyzing the influence of online authors according to Google ranking factors.
Ann Smarty (again) explains what rich snippets are, why they are important (“These little details are what causes your listing to ‘pop’ in a search, catching the eye of the user no matter what place on the first page you occupy”), and how to use specialized tools from SEO Chat to create specific types of snippets, such as the Event Rich Snippet Schema Generator to “show (event dates and times for quick reference.”
30 Awesome Free SEO Tools for Small Businesses by Search Decoder Blog
Matthew Capala offers links to and brief descriptions of two-and-a-half dozen free tools, from the the AdWords keyword traffic estimator and Übersuggest for keyword research to WidgetBox (a dynamic web widgets generator), Yext] for monitoring local SEO listings, and Visual.ly for creating infographics.
21 Best FREE SEO Tools for On-Page Optimization by Search Engine Watch
***** 5 STARS
Noting the importance of providing the best user experience to achieve and maintain top search results, Chuck Price reviews more than 20 free tools for onsite optimization, for functions like keyword research, content analysis, technical SEO, schema creation, and image optimization.
Google SEO Tools: 7 Tools to Drive more traffic to your blog by Razor Social
Ian Cleary (again) explains how to use Google’s free tools to help out with SEO efforts; not just the obvious ones (e.g., Webmaster Tools, Keyword Planner) but Google Trends, advanced search commands, and desktop and mobile speed search: “When Google makes available a tool to test out the speed of your website and provides suggestion for improvements you know you should be paying attention to this. When they provide similar for mobile you know you should pay attention to this also.”
15 Free SEO Tools For Evaluating Your Clients by Brad S. Knutson
The obnoxious full-screen pop-up unfortunately prevents this from getting a five-star rating, but once your past that, you’ll find here an outstanding list from Brad Knutson of free tools for evaluating key aspects of SEO: technical SEO, content and keyword research, local search, inbound links, traffic estimates, and social analytics.
Cyrus Shepard presents a huge, categorized list of completely free, free with paid option, and paid with free trial tools covering pretty much every aspect of SEO, from link research, rank checking and site speed testing to keyword research, link building and technical SEO.
A closer look at Google’s Webmaster Tools revamp by Econsultancy
Zoe-Lee Skelton provides a detailed look into GWT’s mid-2013 redesign, explaining the new navigation setup, what’s included under each heading, and new features, such as the ability to block pages: “You’re also able to request the ‘removal of URLs’ from Google’s Index if not already blocked in the robots.txt file. Use this feature if you have pages that you don’t want Google to find.”
3 Free SEO Tools for Auditing and Troubleshooting Onsite Issues by Search Engine Journal
Writing that ” It’s not uncommon in today’s SEO landscape to wake up and find a sudden drop of organic search traffic and/or keyword rankings…By taking advantage of the intelligence that is available for free, brands with low budgets can recover from SEO issues,” Marc Purtell recommends using Google Webmaster Tools, Screaming Frog, and the BrowSEO Spider Simulator to investigate and help correct ranking loss issues.
3 Must-Have SEO Tools: 17 SEO Experts Weigh In by Powered by Search
Troy Boileau reports on the results of asking several well-known SEO experts about their favorite tools: among the group, Aaron Wall (who’s produced some pretty awesome tools himself) likes different tools for different purposes, for example, “surface level metrics from Majestic SEO, Ahrefs & Open Site Explorer”; Brian Massey cites Google Analytics and AdWords, plus Visual Website Opimizer; and Heidi Cohen notes the value of WordPress and Flickr.
SEO On A Budget: 10 Free Tools by MediaPost
***** 5 STARS
Marc Purtell (again) lists 10 helpful free or low-cost tools to help with site analysis and optimization efforts, including Rank Checker, several Google tools, and Screaming Frog: “Screaming Frog is a free spider that…can help identify server errors, redirects, URI issues, duplicate meta data and much more.”
Last month’s Zenith Social Media Marketing Conference opened with a blast of presentational energy from Neal Rodriguez. While there’s no video of his keynote available, his YouTube channel will give you some sense of how Neal can wake up an early-morning crowd in a packed ballroom.
The conference, hosted by Marty Weintraub‘s agency, aimClear, was an impressive affair. Though Duluth is smallish metro area of roughly 100,000 population, the event attracted twice as many attendees as some similar events in larger cities, with speakers from around the country.
Among the first group of morning breakout sessions was “Using Social Media Analytics To Define ROI KPIs.” Grant Tilus and Katy Katz of Collegis discussed the virtual demise of organic reach on Facebook, and what to do about it.
They also advised that marketers set SMART goals, and presented a selection of best practices for advertising on popular social networks:
Among other key takeaways from Grant and Katy:
- • Use the scientific method. Start with research: is your goal achievable? What’s the best way to accomplish it? Then form the hypothesis – the idea you can test, the goal, the KPI, what you are trying to achieve. For example, “This Facebook contest will drive 100 new leads in 90 days.”
- • To crack the organic code, tap into human psychology; people like content tnat: makes us feel good, gives us answers, tells a story, or surprises us. Pick the right time of the day and week to post (e.g. Facebook work best over lunch).
- • Track your campaign like a case study. Report positive and negative outcomes of the campaign. Learn what works and document it so it can be replicated. Separate the results from different platforms, but use consistent lamguage.
- • Only 22% of businesses track their social results well.
Next up, Regis Hadiaris of Quicken Loans, Will Scott of Search Influence, and Joe Warner of aimClear presented “SEO, Social Media & What Every Marketer (SRSLY) Must Do.” The three played off each other adeptly, alternately focusing on the social, technical, and content-driven aspects of search.
Key lessons about SEO in 2014:
- • The days of tips & tricks in SEO are over. Google tests and updates daily. Follow Google Webmaster guidelines well – this is now the only option.
- • Make a list of the questions that your customers and prospects ask most frequently (talk to sales and customer service reps if necessary to generate this), then provide content in various formats (blog posts, white papers, video, presentations, infographics) that answers those questions.
- • Reputation management (the knowledge graph) is vital for SEO – Google wants to know who you are and how legitimate you are. This means making the effort to get dodgy links taken down or disavowed. Essentially, Google will judge your website by the company it keeps, so try to attach your content to high-authority sites like Forbes and industry-specific trade journals (a key channel in the web presence optimization (WPO) model).
- • The “coolest newest thing” you can do is to implement schema tags, e.g. tagging your contact page for local SEO. Use a WordPress plugin to simplify the process of highlighting news, product, and other specific types of content.
- • Three key technical elements in using Google+ for seo: 1) Link your website to your business G+ profile (and back); 2) Use Google authorship (link your blog to the author’s G+ page; and 3) add a G+ sharing button to all pages on your site.
- • Implementing Google authorship can increase click-through rates (CTRs) dramatically, even without any ranking change, by adding photo to a business result. G+ interaction gets more rich data into search results, which increases clicks. 20% of searchers, on average, looked at the second page of results on searches back in 2006. Now it’s 2% (because search engines have gotten better).
- • “If you don’t have open graph tags on your site, need to do that now.” For WordPress blogs or sites, use a plugin like WP Open Graph or Facebook Open Graph Meta Tags for WordPress to simplify the process.
- • Google’s objectives is to classify EVERYTHING. Sponsorships create brand mentions that make you a real brand. Industry/community activities (associations, analysts, events, community involvement), which are good things to do anyway, also build your brand in search (and are another key channel in the WPO framework).
- • To boost the value of your Google authorship, publish more in more places, and tag it back to your Google+ profile.
Finally, the brilliant Lisa Buyer and Lisa Grimm concisely and helpfully summarized everything new with Twitter in the past year or so, combined with timeless best practices, in “Breaking Bad with Twitter! Game Changing Tactics & Prodigal ROI.”
It would be impossible to top the summary of this presentation that Lisa Buyer published on her Social PR Chat blog, so check that out. A few quick takeaways:
- • “Pin” a high-value tweet to the top or your profile, by going to your profile and click “pin to your profile page” from the bottom of your selected tweet. Best practice: use an image with this.
- • The ideal tweet structure: headline, link, no more than three hashtags. End with a hashtag, but don’t start with one. Put the link near the middle of the tweet. Keep the total length under 120 characters.
- • Perform random acts of kindness for followers.
The post-conference free martinis were a nice touch too.
Given all of the changes Google has made affecting organic ranking factors (asking webmasters to disavow low-quality links, reducing the value of guest blogging, ignoring links in press releases, etc.), the practice of SEO—optimizing owned content for search—is no longer sufficient for maximizing a brand’s online visibility.
This is not to say “SEO is dead” or that it no longer has value, only that it can no longer stand on its own. It needs to be part of a larger, coordinated strategy encompassing owned, earned and paid media: web presence optimization (WPO).
The original WPO model focused on content-sharing to maximize organic brand visibility; as the WPO framework evolved, it incorporated paid and industry (e.g., event sponsorships, community outreach, analyst coverage, trade association membership) components.
Today’s WPO model emphasizes the importance of fusing a solid content strategy with a comprehensive online distribution strategy in order to maximize brand visibility and credibility.
Yet despite the analytical and strategic power of the model, WPO still largely remains the concept that everyone talks about, but no one names. It’s as if sportswriters constantly wrote about “contests in which opposing teams of five players attempt to shoot a round orange ball through a hoop with a net attached” instead of simply saying “basketball.” As indicated by the posts from Search Engine Watch and All Twitter highlighted below, that is starting to change, but only just.
How can social, PR, SEO, and online advertising efforts be coordinated to maximize brand visibility? How can paid, owned, and earned media be harmonized to achieve business goals? How can paid and organic content promotion channels be used together most effectively? What role does email play in extending online visibility?
Find the answers to those questions and many more here in 31 of the best blog posts and articles about WPO (even if they don’t call it that) of the past year.
Beyond Search & Social: Online Marketing in 2014 by Search Engine Journal
Marcela De Vivo covers a great deal of ground in this thought-provoking and wide-ranging post, from the impact of social signals on organic ranking to earning (vs. building) links, measuring key performance indicators (KPIs) based on your goals (e.g., “If your goal is organic visibility, your KPI’s will be based on increasing your rankings and organic traffic”), and the debate around paid, earned and owned media: all critical consideraations in a WPO strategy.
Hessie Jones contends that while marketing and PR have traditionally been separate disciplines, due to social media, “these roles are converging in a big way,” so today brands need “a combination of PR and Marketing to stay on top of the conversation, and be ready to develop compelling content to engage and build advocacy,” and furthermore to pair “mainstream and digital media experts with creative specialists like copywriters, digital designers and video producers to uncover storytelling opportunities in real time, deliver critical business insights, engage influencers and customers and create the content that shapes news and conversations.” Which is to day: they need to coordinate the efforts of everyone involved in maximizing a brand’s online visibility and relevance.
How to build a robust content program by iMedia Connection
Writing that “Today, superb, consistent content best serves your customers and leads to increased loyalty and bottom-line results,” Deborah Hanamura explores a baker’s dozen considerations for content marketing strategy, including social, SEO, PPC (“Great Pay-Per-Click advertising requires great content. Create an impression versus multiple impressions”), and events—in other words, most of the key elements of WPO.
Integrated Marketing: The Magic Formula for Success by Blue Kite Marketing
Laura Click (correctly) asserts there is no “one singular tactic that will help you achieve results” in digital marketing, but rather that achieving the objective of being everywhere your prospect look online requires an integrated marketing approach coordinating efforts across:
- • content marketing;
- • media relations;
- • advertising;
- • search engine marketing (actually, a form of online advertising);
- • social media; and
- • email marketing.
Add SEO to the list above and you’ve got WPO.
Integrating POEM: The Rhyme and Reason of Harmonizing the New Media Mix by iMedia Connection
Aaron Dubois explores the strengths and weaknesses of paid, owned and earned media (POEM), and advises marketers, “Throughout the planning process, take a step back and look at your brand’s overall marketing strategy. If the P, the O, and the E aren’t working in conjunction with each other – with a consistent brand voice across all communications – then it’s not likely you’re going to get as much out of your campaign as you hope to.” That’s another way of saying: adopt WPO, which coordinates efforts across these these three types of exposure.
Creating a Multi-Channel Content Marketing Strategy by BlueGlass
Kevin Gibbons illustrates the POEM concept and recommends that marketers “have a fully integrated strategy, where everyone is involved towards having success across all of your owned, earned and paid media channels” in order to properly plan and execute to achieve online business goals (or in other words, adopt a WPO approach). He then provides further guidance regarding content creation, measurement, and audience targeting.
6 Reasons Social Media Is Critical To Your SEO by Convince with Convert
Jason Clegg offers “six reasons social media needs to be an important part of your website marketing and SEO strategy for years to come,” such as that social media enables you to “crowd source” your link building; social links actually drive traffic to your website; and “Google hates link building.” Though the post goes a bit over the top in spots (“link building as a direct SEO tactic is completely dead”—not quite true), Jason’s overall points regarding the SEO value of social media are spot on.
The PR Strategies SEOs Haven’t Learned by Siege Media
A helpful companion to the post above, Ross Hudgens here focuses on the value of PR for SEO: “Many PR companies still blast releases out to publishers that have no reason to receive them. Many SEO companies do the same with their outreach to bloggers. The best of both worlds will find the intersection, combine agility with empathy, and make for an extremely potent content marketing package.”
Marketing Research Chart: Integrating email and search marketing tactics by MarketingSherpa
Daniel Burstein notes that the chart at right “highlights one of marketers’ key challenges. They’re doing a lot. Even the least used tactic — digital asset optimization — is being conducted by 45% of marketers.” He then explains three ways that marketers can be more efficient by “SEO and email tasks to get more done in less time.” This type of coordination between different types of content promotion efforts is also at the heart of WPO.
The Evolution of Content In A Big-Content World by MediaPost
Writing that “‘big content’ is the definition of what content marketing has become: unruly, amorphous, exponential and everywhere,” Steve Kerho suggests that marketers should “think of big content as branded content that exists in multiple channels, across devices and…is no longer controlled solely by the brand.” Indeed they should, and efforts should be coordinated across these different channels to optimize visibility and engagement while maintaining consistent brand messaging.
The Complete SMO / SEO Guide for Business & Brands in Social Media by REALSMO
***** 5 STARS
Joshua Berg provides an indispensible and comprehensive guide to how social media and search work together; the principles of social media optimization, aka SMO (“Focus on the user and all elSEO will follow”–spot on); and the (possible) future of search.
The Aftermath Of SEO’s Death This Summer by Forbes
Writing that Google’s Penguin and Hummingbird algorithm updates “mean no more hat tricks, keyword stuffing, comment spamming, backlink image stuffing…Finally, Google uncovered the secret to blocking SEO tricks used to get customers on the infamous PAGE 1,” Eris Poringer provides excellent guidance on implementing a “comprehensive plan” for maximizing online brand visibility, incorporating social media, email, content marketing, native advertising, and other tactics. This approach isn’t SEM (paid search) though SEM is a key component of a wider WPO strategy.
Social Media Should Not Be A Stand Alone Brand Tactic by Brand Cottage
The smart and engaging Patricia Wilson lists seven reasons why social media should not be a stand-alone brand tactic (such as, “Social Media is very hard to scale on its own”) and suggests that “social strategy works best as part of a larger integrated marketing and business plan.” Couldn’t agree more; it’s a vital component of a WPO strategy.
The B2B Marketing Guide to Paid Content Distribution by B2B Digital Marketing
***** 5 STARS
In this highly bookmark-worthy post, Eric Wittlake details almost two dozen options for paid content distribution, from advertising on the large social networks to content distribution services like Outbrain and Taboola to native advertising and sponsored posts on B2B publication sites. As long as you stick with reputable sites that keep up with Google’s latest guidelines, these are great avenues for extending the reach of your content and increasing overall online brand visibility.
How to Amplify Your Content Strategy with Social Media Advertising by Content Marketing Institute
Observing that tweets have an average half-life of 18 minutes, Facebook posts have a half-life of 30 minutes, and keeping up with algorithmic changes in organic search is getting increasingly difficult, Dan Stasiewski recommends “creating an advertising flow to your content ecosystem.” Excellent advice, though not either/or; successful content promotion requires coordinating all of the elements of WPO.
Roger Kay comes down rather hard on content marketing and SEO (“a rather polite term for another way to game the system”), but writes that he likes “the concept of inbound marketing because it relies on product quality…at bottom, inbound will only work if the product is good. Effectively, the Internet is a fantastic channel to give an idea a chance to make it in the wild, but the virus only spreads if the content justifies the buzz.” True, which is why content strategy forms the base of WPO. But as noted here previously, even the “most epic content will FAIL without content distribution,” which is why coordinated sharing and promotion across channels is just as important as creating high-quality content to begin with.
Rand Fishkin steps through a number of steps SEO practitioners can take to deal with the loss of organic keyword data from Google, such as using “keyword suggestion sources like Google Suggest, Ubersuggest, certainly AdWords’s own volume data, SEMRush, etc. to see the keyword expansions related to your brand or the content that’s very closely tied to your brand.” Running AdWords ads and examining keyword performance is another option.
Time for a New Definition of SEO by Search Engine Watch
Writing that “digital marketing tactics such as email marketing, paid search and search retargeting have very clear, undisputed definitions. The definition of SEO, on the other hand, seems to be just as unclear as the practice itself,” Krista LaRiviere suggests WPO (she actually uses the term) represents the evolution of SEO, and defines WPO as “an all-encompassing approach to optimizing an entire web presence for organic search including the website, social channels, blogs, articles and press releases.” Her ideas clearly resonated, as the post garnered 50 comments.
The Web Presence Optimization Cycle [INFOGRAPHIC] by All Twitter
Allison Stadd showcases a helpful infographic designed to help marketers visualize “the steps to web presence optimization with the goal of helping you reach organic search success.”
Getting less traffic from Google? Here’s why it may not matter soon by Jim’s Marketing Blog
Jim Connolly details three reasons marketers should diversify their efforts beyond just organic SEO, most importantly because “Google sends less traffic to sites than before…between August 2012 and March 2013, search traffic from Google nosedived an incredible 30%” to a collection of large publisher sites including The Huffington Post, The Daily Mail, Newsweek, Time, Sports Illustrated and Rolling Stone. It’s not that search isn’t still an important tactic, but that it’s only one of several important elements in a brand’s total online visibility (the focus of WPO).
Relying on organic SEO? You’re losing customers! by Digital Growth
Building on the arguments in Jim Connolly’s post above, Luke Chapman illustrates how ads and universal search elements continue to push organic listings further down on the typical search results page, making even a #1 organic ranking less valuable than it used to be. To combat this, he recommends using social media, email, PR, blogging and blog commenting, and industry/community marketing—pretty much the range of WPO elements. And investing in SEM also helps maintain search visibility.
Is SEO Dead — Or Decentralized? by MediaPost
Musing about the decline of traditional SEO and the rise of social media optimization and paid search, Ryan DeShazer concludes that “In today’s marketing communications organization, everyone is an SEO…creative teams (now) include content discoverability and SEO into their work streams; technologists are building sites and apps compliant with known onsite SEO best practices; and UX specialists are including keyword research before developing user personas and journeys.” Hmm, coordinating the efforts of multiple disciplines in order to optimize web visibility…sounds familiar.
The 4 SEO Trends Every Marketer Needs to Know by iMedia Connection
Tony Quin reveals what he believes are four key trends in SEO that marketers need to understand, the most relevant of which for WPO is number four, “Traditional marketing tactics will boost digital marketing initiatives…Press releases, for example, provide branded mentions and links that will increase the authority of your website while also increasing exposure. Despite what some might say, email is still extremely effective in creating opportunities for awareness and sharing.” Creating compelling content is vital, but that content then needs to be shared using social media alongside “traditional marketing tactics.”
Inbound Marketing: 15 tactics to help you earn attention organically by MarketingSherpa
Daniel Burstein (again) serves up a list of “quantitative metrics, case studies, how-to articles and other resources to help you improve your own inbound marketing efforts by learning more about how your peers are effectively using these tactics,” including SEO, PPC, email, events, PR, blogging, content marketing, and other aspects of WPO.
How to optimize your emails for search by iMedia Connection
Noting “It might sound like a strange idea to optimize your emails for search engines, but SEO is a skill that email marketers better start working on,” Michael Linthorst explores the ins and outs of Gmail Field Trial, an “experiment in which Google includes a user’s Gmail inbox in his or her search results.” Engagement, content, and relevancy are keys to “email SEO”—and a solid approach to email marketing regardless.
Laurie Sullivan reports on recent research showing that “Social signals continue to make their way into search results—making social search engine optimization the next major trend in organic listing. Enterprise SEO requires a search across traditional techniques and social media channels.” This integration is, of course, at the heart of WPO.
Andrew Delamarter describes how marketing departments can, and must, sop operating in “silos” and coordinate efforts across paid, earned, and owned media: “Now is the time to stop thinking SEO, media, content marketing, web analytics, and Facebook posts and start thinking holistically about inbound marketing that brings it all together.”
Must evolve to:
If you build it, they will come — maybe by iMedia Connection
The brilliant and prolific Rebecca Lieb believes “The winners in content marketing will create not just quality content, but distribution strategies that will get that content ‘out there'” (i.e., WPO). SEO, PR, advertising, and social all have their role to play, but so do media companies.
Six Ways Internet Marketing Meets PR Online by SteamFeed
Because “the online world of content marketing requires knowledge of Internet marketing which includes search marketing, key word designation, html coding, link building, and the other tools and tricks of the trade,” Jayme Soulati outlines half a dozen ways for PR professionals to work with their Internet marketing counterparts to maximize online brand visibility and impact.
The New SEO: Search Marketing Integration by Search Engine Watch
Brad Miller writes that while SEO isn’t dead, “the days of SEO as a distinct, independent discipline are certainly numbered. SEO is fast evolving into a more creative, diverse, and challenging profession.” He uses the term “search marketing integration” to describe the coordination of activities across social search, branding, PR, SEM, and others areas in order to integrate all your marketing efforts into “into one single, agile, engaging strategy.” That would be WPO.
2013 – Break the (Digital) Marketing Silos by The RKG Blog
As noted above in the introduction to this post, WPO is about coordinating the efforts of everyone on your team involved in content creation or digital marketing. As Todd McDonald writes here, “Imagine the insights available to those who successfully bring together PR, social, email, PPC, SEO, and other channels! Each one can feed the next, providing ever-deepening levels of data and connections that will drive data-driven strategic marketing decisions. SEO will be a cog in this machine and it will need the machine to work well in order to functional optimally.” He challenges marketers to smash their internal silos—a vital step (as noted above) in WPO, even if he doesn’t call it that.
As noted in part one of the best SEO posts roundup for last year, with all the significant changes announced by Google in the past 12 months (at least six, detailed in a pair of posts below), “These are indeed “interesting times” for SEO professionals, with rapid and wide-ranging changes to the search landscape being announced at an accelerating pace.”
The general consensus is that the practice of SEO is becoming more strategic, less tactical; more content-driven, less technical. The winners should be organizations that focus on providing targeted, relevant, high-quality content, as well as their prospective customers; with the (little lamented) losers being the spammers, manipulators and black-hat SEO types.
What techniques still work in the new world of SEO? Which need to be discarded? What new tactics and ranking factors are most vital to understand? How should SEO professionals strategically align frameworks for maximizing online visibility and business results?
Find the answers to those questions and many others here in more than two dozen of the best SEO guides from the past year.
Expert SEO Guides and Tips
Noting that in any field, “once a myth has been established it hard to get rid off,” Joop Rijk debunks nine SEO-related myths including duplicate content penalties (“Duplicate content is not considered spam and sites do not get penalized for duplicate content. Google ignores duplicate content and has a way to determine which page they should rank”—though it doesn’t always get this right) and the 100 links-per-page limit (“Googlebot can crawl more than 100 links on a page and there is no specific [known] limit”).
SEO Strategies for People that Hate SEO by Search Engine Guide
Brian Dean offers a handful of simple yet effective rank-improving tips from people not naturally inclined to SEO work, from a clever tactic for getting mentioned in link roundups (one of the few remaining manual link-building strategies that still work) to how to get featured on resource pages.
SEO Makeover for 2014: A Practical Guide for Businesses by Portent
***** 5 STARS
David Portney presents an outstanding checklist of three dozen questions to ask and answer about the state of your site’s SEO, from content-related factors (Does each page have a page-relevant unique title tag? A page-relevant unique meta description? A clear and concise headline?) through links, navigation, and technical SEO considerations.
Top 19 SEO Experts Share Their Best Advice on SEO by Effective Inbound Marketing
Ayodeji Onibalusi curates a big list of helpful SEO tips and tricks from SEO experts including Kristi Hines (“don’t get tempted to buy into cheap SEO services. If someone’s offering 100 backlinks for $5, then they’re more than likely going to get you spammy links that you will pay dearly for in the long run”), Neil Patel (see the next entry), Ann Smarty (“If you love each article you are publishing online, you’ll see genuine interest to your content”), Tadeusz Szewczyk (a.k.a. Tad Chef), and Jayson DeMers (see the “Big Picture SEO Strategy” section below).
11 SEO Changes That Will Give You Big Results by QuickSprout
Neil Patel shares 11 effective but lesser know techniques for optimizing search results, such as capitalizing on the internal-link building power of 404 error pages; creating dynamic infographics; using what he calls the “skyscraper technique” (this blog is an example); and incorporating “most clicked-through words” (such as “how to,” “tips” and “best”) in headlines.
Rethink Link Building for Best B2B Marketing by MLT Creative Ideas@Work Blog
Guest author Jeremiah Smith notes that the old ways of link building are dead (at best, pointless), social sharing is critical, and conversion rate optimization (CRO) supports SEO efforts. He concludes the post with a five-step process for optimizing not just rankings, but also bottom-line business results.
In Search of SEO? Have Content, Be Social by BroadSuite
Dan Newman details several ways in which the practice of SEO has changed over the past 18-24 months, particularly in terms of the role of content (and more importantly, the importance of business blogging: “Even the most optimized B2B site if just a static products and services website will have a hard time growing and sustaining traffic”) and the role of social sharing (“7 of the top 8 factors driving SEO are Social Sharing related and not traditional SEO drivers whatsoever”).
Search Engine Click Through Rate Optimization (+Infographic) by Marketing from the Front
***** 5 STARS
Brent Carnduff reports on some eye-opening research findings in this post which reminds one of a Geico commercial: Did you know that the top four organic search results get 83% of all clicks? Of course, everyone knows that. Okay, but did you know that “As searcher intent becomes more detailed or specific (long tail term), the click distribution across the first page organic listings begins to even out”? That makes, as Brent explains, CTR optimization as important as SEO.
New SEO Best Practices with Schema Markup #SESCHI by TopRank Online Marketing Blog
Confused by what a “schema” is or why you’d bother with one? Brian Larson helpfully walks through the history of this (no longer new) tactic, how it works in action, what the classifications are, and how to get started with schema markup tools, all based on a presentation by Anne F. Kennedy at SES Chicago.
Technical SEO for Nontechnical People by Search Engine Watch
For those confuzzled by technical SEO terms and techniques, Erin Everhart patiently explains “the basics behind what you need to look out for with technical SEO,” including redirects and status codes, canonicals, duplicate uppercase and lowercase URLs (though search engines should really be able to figure this out), and URL parameters.
150 Blog Posts in 50 Days: Why Were Marketers Mad? by Search Engine Journal
McKay Allen details the results of a test to determine how a substantial ramp-up in content creation would affect search traffic, and the surprising response of (some) marketers. The bottom line is that while not all elements of “old school” SEO are dead, content development definitely needs to play a key role in go-forward search strategy.
Infographic: Companies with a blog get 55% more traffic by leaderswest
Jim Dougherty showcases a very helpful SEO infographic, which visually steps through techniques and best practices for on-page and keyword optimization, technical SEO factors, social signals, Google+ authorship, and generating links from inbound marketing.
Best Guides to Big-Picture SEO Strategy
6 Major Google Changes Reveal the Future of SEO by Search Engine Watch
Inviting readers to “take a few steps back and understand the big picture,” Eric Enge looks at half a dozen major changes from Google in 2013–from keyword (not provided) to in-depth articles, and ties them all together concluding “the six major Google changes listed above are all moves that” take tactical data out of the SEO picture and “encourage more strategic behavior.”
How recent Google changes affect your SEO by iMedia Connection
Similar to the post above, Nathan Joynt here reviews the major algorithmic and reporting changes made by Google over the past year, describes the impact of each on SEO efforts, and ties it all together in the end by stating, “one thing is clear: The value of an SEO strategy set on tactics involving direct manipulation of search results is becoming less effective…This is exactly what Google wants. They want inbound marketers and business owners to shift their primary focus away from Google and manipulative link and content schemes and concentrate this energy on each business’ target market and to create the best products, services, and content possible.”
5 Reasons You’ll Need to Increase Your SEO Budget in 2014 by Search Engine Journal
Jayson DeMers makes the case that SEO will require more dollars in resources in 2014, for among other reasons, that “cheap” tactics like keyword stuffing and low-quality backlink building no longer work (and may even backfire); the increasing importance of social media; and the need to produce a steady stream of fresh content.
Best Guides to Search Engine Ranking Factors
Cyrus Shepard unveils results from the the Moz semiannual (see also the wrapup of this from Rand Fishkin, below) survey of SEO professionals on ranking factors, and predicts which factors are likely to become more important (e.g., authorship metrics) and less important (e.g., exact keyword match domains0 over the next few years.
Weighting the Clusters of Ranking Factors in Google’s Algorithm by Moz
***** 5 STARS
Rand Fishkin explains some of the key takeaways from the Moz semiannual survey on ranking factors. The top three factors remain the quality and quantity of backlinks to a domain; quality/quantity of backlinks to specific pages; and page-level keyword and content features.
Infographic: Every ingredient that contributes to search engine ranking by leaderswest
***** 5 STARS
For those who prefer their ranking factors in a colorful, illustrated format, Jim Dougherty (again) shares a bookmark-worthy SEO infographic detailing 200 Google ranking factors, from domain factors like domain age and history through page-level factors, site-level factors, backlink factors, social signals and more.
Best Guides to SEO in the Keyword (Not Provided) World
Overcoming Google’s Keyword ‘Not Provided’ Data by Web Marketing Today
Kevin Webster outlines several strategies for dealing with keyword (not provided) in search analytics, such as benchmarking and optimizing search landing page traffic and performance: “The company should let go of the notion of ranking for a search term, and focus more on the idea of ranking for a search concept.”
Google ‘(Not Provided)’ Keywords: 10 Ways to Get Organic Search Data by Search Engine Watch
Jennifer Slegg reviews the motivations behind Google’s move to secure search, how the change affected the practice of SEO, and 10 methods for “replacing the (missing keyword) data now that Google isn’t providing it,” such as looking at non-Google search data, Google Webmaster Tools reports, and analyzing on-site searches.
Best Guides to SEO for Panda and Penguin
Life of an SEO Before, After and Beyond Penguin 2.1 an Infographic by WordPress SEO Cloud Hosting
Berrie Pelser presents a fantastically helpful graphical guide to SEO in the post-Penguin environment, which illustrates for example from spending time and money to obtain directory links (before Penguin) to spending time and money getting low-value links removed, and moving from article spinning to quality guest blogging.
How to Recover from Panda Dance by Kaiser the Sage
If your search rankings were mauled by Panda, Jason Acidre details seven techniques for recovering that lost traffic, including rich-snippet optimization (which “seems to be one of the best methods to use in responding to these recent algorithmic changes”), upgrading “evergreen” landing pages, and optimizing for local search.
Brian Rauschenbach offers half a dozen practical tips for SEO in the post-Panda world, among them: “Ensure that links to your site are natural. Panda likes links from quality sources but will come down hard on you (and may even exclude you from Google’s search results) if your site is inundated with overly targeted links, especially if they are sponsored…it’s clear that Google is looking to essentially reward companies and marketers who make a concerted effort to populate their sites with authoritative, useful, and shareable content.”
Best Guides to SEO for Hummingbird
5 Ways To Unlock The Benefits Of Semantic Search by Search Engine Land
Explaining that semantic search is intended to make search results “more personal, more engaging, more interactive and more predictive,” Barbara Starr offers guidance on how to unlock its benefits, from optimizing content based on user intent rather than keywords (based on Google patents in this area) to fully leveraging Google+ and implementing appropriate semantic markup.
Hummingbird Unleashed by Moz
Gianluca Fiorelli recommends taking using a philological (based on the original documents and observation of effects) method to adapt to Google’s algorithmic changes, and details the results of his “study of those documents and field observations” pertaining to Hummingbird, how Hummingbird works, how large the impact is, and most importantly–how to do “Hummingbird-friendly” SEO (e.g., follow technical SEO best practices, build the right kinds of links, and use analytics to optimize social media marketing efforts).
Hummingbird’s Impact On B2B Sites by Search Engine Land
Contending that “The new Hummingbird algorithm will revolutionize the way B2B companies market their sites in search,” Harrison Jones explains how Hummingbird works, how that is likely to affect search rankings and traffic for b2b websites, and how those sites can capitalize on the algorithm change to draw more–and more relevant–traffic from search engines.
Somewhat echoing the points made in the post above, Laurie Sullivan writes that “Search engine marketers need to put aside attempts to raise their brand’s Web site to the top of first-page query rankings through old-fashioned optimization techniques and focus on content,” and more specifically, that they should “Use objects, images, and videos, and with the correct semantic structure the content will get grabbed” by the search engines.