Posts Tagged ‘Rand Fishkin’
As Geddy Lee of Rush sang in the band’s 1981 hit Tom Sawyer, “changes aren’t permanent. But change is.”
While he wasn’t referring to SEO (which wouldn’t really exist for another 16 years), the lyrics certainly apply.
Search engine algorithms are constantly being updated. SEO practices which may be very effective one day are useless the next, and then actually invite penalties, before being once again ignored.
So what’s an SEO professional to do? Which tactics are most likely to stand the test of time–and which should be avoided? What needs to be done to recover from search engine penalties? What’s most important–on-page optimization, link building, or technical SEO? What are the current best practices (and which aren’t worth spending time on) in each area?
Find the answers to those questions and many more here in four dozen phenomenal SEO guides, tips and tricks from the past year.
Guides to SEO for Beginners
The Complete Beginner’s Guide to SEO by Buffer
***** 5 STARS
Before you turn up your nose at yet another beginner’s guide to SEO, check this one out. The practice of SEO has (of course) changed considerably over the past few years, and Courtney Seiter recognizes those changes in this noteworthy guide explaining what exactly SEO is today, how search engines rank content, and what SEO professionals do now to optimize websites for search.
SEO for Dummies: Learn SEO in 10 Simple Steps by Social Media Today
SEO isn’t easy, but according to Brian Hughes, it is simple. He walks through 10 basic steps for site optimization here, from getting the foundation right and doing keyword research through on-page content, meta tags, and link building (“Focus on link building through content marketing, blog writing, guest blogging, infographics, site directories (CAREFULLY), and other tools that allow you to leave online footprints leading back to your site”).
Infographic: Search Ranking Made Simple by Sword and the Script
Frank Strong showcases an infographic from Neil Patel that provides a simple, widely accepted explanation of how Google’s search algorithm (probably) works, including the importance of keyword domains, image optimization, domain age, social shares, title tags, keyword repetition, content length, and other factors.
15 Step SEO Checklist for 2015 by Social Media Today
Jason Parks serves up solid advice “to ensure that you are well prepared for 2015″ in SEO terms. Among his 15 steps are title tags, on-page content (keywords used naturally, not stuffed), video, site audits, and otpimized photos (“use alt tags to help describe your image. Google image search only gets a half a percent of Google’s overall traffic. But due to blended search results, images actually get a lot more traffic than that half a percent”).
Expert SEO Guides, Tips and Tricks
Alex Schultz, the VP of Growth at Facebook (and formerly marketing manager at eBay) “has no educational background in marketing, instead opting to get his masters in physics at University of Cambridge.” In this fascinating post, he shares strategies for growing website traffic, the importance of customer retention, finding your “north star metrics,” and SEO (“the single most important thing is to get valuable links from authoritative sites. Then you need to internally link effectively”) among other topics.
How Long Does SEO Take To Start Working? by Forbes
Joshua Steimle writes that the answer to the tragically common question “How long will it take me to get ranked #1 for my keywords?” is not simple, “because the question itself is misguided.” SEO has changed, with searchers now making much greater use of longer phrase and natural language search (driven in part by the use of Siri and other voice-based tools). He goes on to state that it takes roughly four to six months for SEO efforts to start showing results, but to “bear in mind this is when you start seeing results, and SEO results grow over time.”
Lauren Polinsky summarizes “the most important and interesting issues” which may face SEO professionals in 2015 and beyond, from multichannel reporting, local search, and mobile optimization, through monitoring brand citations (“brands will want to work on building more citations, linked or unlinked, from authoritative websites”).
The SEO “Food” Pyramid by The Elumynt of William Harris
Creatively using the traditional “food pyramid” as a metaphor for SEO, William Harris places architecture (proper coding, optimized page titles, correct use of headers, an XML sitemap, etc.) at the base, with a healthy SEo program layering on smaller portions of content creation, promotion, UX, and social signals–topped off with (careful) link building.
Content Quality Score: Google’s Best Kept Secret For Rankings by Mace Dynamics
**** 4 STARS (would be five if not for the popups)
Contending that “Every page indexed by Google has a content quality score assigned to it. This score directly influences how well a page ranks in Google. This however is not promoted by Google and few webmasters or SEOs are even aware of it,” Terence Mace supplies an in-depth post covering quality signals, page purpose, “Your Money or Your Life (YMYL) pages…(which) are pages that can impact a person’s future happiness, health or wealth,” quality factors, EAT (expertise-authority-trust), and much more.
How To Use SEO To Boost Your Brand’s YouTube Channel by MediaPost
Writing that “YouTube, the second most-searched site with one billion monthly unique users, delivers a massive potential impact for SEO to drive visitors to a brand’s video channel,” Jeremy Walker shows how to optimize your YouTube channel to maximize your brand exposure on the site, from video element optimization (title, description, locations, etc.) through integrating your YouTube channel with your Google+ account.
5 Keys to Improving Search Rankings with Duane Forrester of Bing by Stone Temple Consulting
Eric Enge talks to Bing’s Duane Forrester about the keys to improving SEO rank on Bing. Link building is somewhat surprisingly at #4 of Forrester’s five top areas. Content remains number one, though he warns, “The reality is that it’s not up to you to decide if (your site has) quality content. The quality is determined by the interaction of the visitor to your website. If they’re interacting with it, if they’re finding value in it, then there’s quality to it.”
7 Things That Will Improve Your SEO More Than SSL by Search Engine Watch
Erin Everhart deconstructs Google’s announcement late last summer than SSL may impact organic search rankings. She concludes that while SSL may indeed play a small role in SEO success, many other factors carry far more weight; she details seven of those here, including consistent URLs (“the link you use in your internal linking strategy, and the links you use in your XML Sitemap need to match”), relevant content, and CTA-friendly title tags (include “action words — Shop, Buy, Apply, etc — in…title tags”).
Laurie Sullivan reports that enterprise marketers generally view SEO as critical to achieving their ojectives, but also challenging to be successful with. Among the specific research findings here are the top SEO challenges businesses face: “41% find link building one of the more difficult strategies, and 39% call out keyword research management as a close second. Some 33% admit that quality content creation proves challenging, followed by 30% for social media integration; 28%, frequent blogging; 26%, frequent Web site updates; 22%, mobile search optimization; and 13%, local search optimization.”
SEO Tutorial. The ultimate SEO 2.0 guide by Seolution
***** 5 STARS
Albert Mora compiles one of the most valuable and comprehensive guides available for SEO in 2015. One warning though – at nearly 6,000 words (plus a lot of pictures), this is no quick read, not a post to skim. It’s one to bookmark as a vital reference. Not every resource or tactic cited is appropriate in all situations. It’s also a lot of work–but then, successful SEO always is.
Cyrus Shepard presents “a simple framework for on-page topic targeting in a way that makes optimizing easy and scalable while producing richer content for your audience” in this graphical guide covering keyword research, keyword relationships (position, frequency, distance), internal links, semantic markup, page titles and more.
The Ultimate Guide to Enterprise SEO by SERPs
Enterprise-level SEO–optimizing thousands of pages, often across multiple subdomains and interlinked microsites as well as a mothership site–is different from working on smaller sites. Activities have to scale, there are more people involved, more politics, more planning, etc. This comprehensive guide details the elements of enterprise SEO, the environment, and the unique challenges, as well as providing additional useful references.
Dealing With Onsite Duplicate Content Issues by Search Engine Watch
Navneet Kaushal clarifies the causes of on-site (common in ecommerce) and off-site (caused by content syndication, as one example) duplicate content issues, and how to deal with them using tactics like 301 redirects, the “rel=canonical” tag, meta tags, and a consistent internal linking strategy.
Asking “Does SEO boil down to making a site easily crawlable and consistently creating good, relevant content?,” Rand Fishkin answers–no. He lists some of the variety of inputs and tactics that go into successful site optimization, noting these are “why SEO is neuropsychology. SEO is conversion rate optimization. SEO is social media. SEO is user experience and design. SEO is branding. SEO is analytics. SEO is product. SEO is advertising. SEO is public relations.” And more.
The Truth about Video SEO by acSellerant Studios
Bob Leonard transcribes his interview with video SEO expert Daniel Loeschen of LT Creative Media on how to search-optimize video content. Among Daniel’s advice: “Videos that are meant to drive traffic to your site should ONLY be hosted on your site. If you want to create a video that is specifically for branding and getting your name in front of people, then YouTube, Vimeo, etc. are great for that…(for on-site video) add the video to the most recent site map of your website and update Google webmaster tools with it.”
10 Clever Strategies Content Marketers Use To Earn Links by Shareaholic
Danny Wong forwards tips from the Young Entrepreneur Council on how to get high-quality links through content (other than guest blogging), such as by creating highly sharable content like infographics; developing quizzes and contests; writing controversial content (certainly a strategy to use with caution); and developing blog-based courses using expert interview videos.
7 Hot SEO Tips and Tricks for Blogs by RazorSocial
Ian Cleary passes along seven helpful tips for improving blog rank in search, among them internal link building (“When you write content on your website, find relevant articles that you have already published on your site to link to. As the value of the new post goes up, the value of the link goes up too”); revisiting older posts that aren’t ranking quite as well as they could; and strategic (not spammy) guest posting.
The Complete Guide to Google Webmaster Tools by Positionly
***** 5 STARS
Kristi Hines delves into “why you need to be using Google Webmaster Tools to monitor the health of your website in Google search and to learn more about your search engine optimization efforts” and how to make the best use of all the site’s capabilities in this highly bookmark-worthy post. The Search Queries section is popular with SEO pros, but not everyone knows that “If you click on a keyword, you’ll be shown which pages rank for that keyword, along with details about those pages.”
Rae Hoffman collects her live tweets from the “Meet the Search Engines” session at SMX last year, reporting among other interesting tidbits of SEO news a kindler, gentler Panda release from Google; the impending scale-tipping of mobile over desktop searches; Google’s premeditated attack on MyBlogGuest; and that ranking well on Bing is a matter of “content, usability, social signals and link building”–in that order.
How Top Ranking Brands Like Moz and HubSpot REALLY Do SEO by Social Media Today
Noting how crucial earned links are to SEO success today, Chad Pollitt explains how some high-ranking brands have achieved their search visibility, and outlines a four-step process companies can use to emulate them–essentially a combination of research-driven content creation coupled with social and traditional media promotion, in line with a web presence optimization (WPO) approach.
18 Social Media SEO Resources to Improve Your Search Ranking by Social Media Examiner
Patricia Redsicker explores how social media impacts search and then shares resources that support “best practices for social media SEO,” such as How to Customize Your Social Share Buttons for Increased Traffic, which “walks you through the process of pre-populating social media share buttons for Twitter, Google+, LinkedIn, Pinterest and Facebook with links to your own website.”
Though content marketing is unquestionably valuable for SEO, it’s not by any means the only tool in the box. Here, Rand Fishkin (again) explains “six out of probably 600 ways that you can earn higher rankings without investing in content creation or content marketing,” from using rich snippets and compelling page meta titles to fixing or deleting low SEO-value pages across a website.
Chris Lake provides an outstanding and comprehensive summary of user experience signals that help with search rankings. Most of these are just good UX practice, so the SEO benefit is a bonus. What’s surprising is the sheer number of signals that can affect search rank, from site speed and mobile-friendliness to button size, navigation, broken links, readability, and other factors.
21 Industry Experts Share Their SEO Tips For 2014 by Reginald Chan
Reginald Chan compiles the responses of 21 SEO pros to questions about how SEO is evolving and their favorite techniques. Adam Connell, Brent Carnduff, Eric T Tung, Kristi Hines, Neal Schaffer, and Tad Chef offer observations and tips like “SEO will…become more professional…content has always been at the center of…efforts (but) being an SEO who also masters UX and CRO can be a competitive advantage now.”
How Social Signals Impact Search Engine Rankings by QuickSprout
Writing that “Just because Facebook and Twitter aren’t driving you a ton of sales doesn’t mean you shouldn’t leverage them…both Google and Bing use data from social sites in order to determine how high to rank your website,” Neil Patel presents an infographic showing real-world examples of how social shares impact search results, along with a few tips on how to get more social shares.
How to Audit Your Website for Improved SEO and Conversions by Proven Rankings
Matt G provides a detailed guide to assessing the content and technical optimization of a website, asking questions like: Is your website optimized for maximum usability? Is it optimized for lead generation and conversions? Does it use responsive design? And are your website URLs optimized?
Brian Dean shares clever techniques for improving search rank by finding broken-link building opportunities on Wikipedia, discovering untapped keywords on Reddit, finding link prospects on Delicious, and 18 other tactics, including using “best of” lists to “find awesome link targets.” Hmm, “best of” lists…wonder where to find those?
11 reasons SEO is a science; 15 reasons it’s an art by BarnRaisers
Rob Petersen lists more than two dozen reasons SEO is both a science (e.g., “Value of the [back]links, whether they are high or low value authority, can be determined by SEO Majestic and Marketing Grader”) and an art (e.g., “Titles that convince people [to click] have clarity, creativity and imagination. The right keywords and key phrases just happen to be in them”).
The decay and fall of guest blogging for SEO by Matt Cutts
If you somehow missed this—or perhaps blocked it from your mind due to intense mental anguish—here’s the post where Matt Cutts declared that guest-blogging is dead. Except that he really didn’t; he only said that spammy guest-blogging purely for the purpose of generating backlinks is dead. Note this post generated nearly 700 comments. That’s enormous power—whether used for good or evil.
Guest Blogging and SEO: Still a Match Made in Heaven by QuickSprout
Here is Neil Patel (again), this time reacting to Matt’s post above, essentially clarifying what type of behavior he believes Google will actually punish, and how bloggers can still get value from guest-posting (e.g., “Focus on writing high quality content that actually educates the reader”). Fortunately for Neil, Google still doesn’t punish blogs for pop-ups.
The Ultimate Search Engine Optimization (SEO) Guide by Firepole Marketing
Observing that (as noted above) achieving higher search rank is “simple, but it isn’t easy,” Ahmed Safwan walks through a dozen SEO “sins” to avoid (including lack of proper keyword research, poor site speed, and creating URLs without keywords) along with a nine-step guide to optimizing a blog (or website) for search, from conducting keyword research the right way through ongoing measurement and adjustments.
SEO Checklist: 60 essential checks before launching a website by Web SEO Analytics
***** 5 STARS
Vasilis Vryniotis provides a detailed pre-launch SEO checklist for new websites, with 60 questions to ask in categories ranging from keyword optimization (“Did I choose the targeted keywords wisely? Have I made sure that I can compete for the selected terms?”) to technical website development, link structure, URL optimization and more.
Expert Guides to Google Algorithm Updates (Panda, Penguin, Hummingbird and Pigeon)
5 SEO Trends From 2014: What We Learned by NewsCred
Jayson DeMers looks back at five key developments in Google search from 2014 (including the “diminished impact of Google+…Social media marketers are still using Google+, to some degree, but search engine marketers are no longer viewing it as the significant platform they once projected” and the Pigeon update) as well as forward, with predictions regarding key optimization factors in 2015 and beyond.
An Introduction To Google’s Algorithm Updates by MediaPost
For those who aren’t immersed in SEO on a daily basis but still need a general understanding of how the field is continually evolving, Jeremy Walker provides “a quick primer on the most notable algorithm updates of the past five years and why they’re significant to marketers,” from Panda (first launched in February 2011) through Pigeon in July 2014 (which primarily affected local search results).
Marie Haynes provides a comprehensive summary of Google’s three most recent major algorithm updates, explaining the focus of each as well as how to recover from related penalties. Panda, for example, focused on thin, duplicate, and low-quality content; recovering from a Panda hit requires “removing thin and duplicate content” and then waiting “sometimes take several months for Google to revisit all of your pages and recognize the changes that you have made.”
5 Reasons a Site Hit by Google Penguin Won’t Recover by Search Engine Watch
Writing that “When Google launched the Penguin algorithm April 24, 2012, many sites who had relied strongly on low-quality link building were severely affected” and had difficulty recovering their former levels of search traffic, Marie Haynes (again) digs into a handful of common reasons for slow-or-no recovery, such as improper disavowing: “In almost every case, if you’re going to disavow a link, disavow it on the domain level.”
The Story of Google – a #DigitalHistory Infographic by Tamar
***** 5 STARS
From the launch of Google in 1998 through the beginning of AdWords and the first named updates in 2002 through Panda, Penguin and Hummingbird, this outstanding infographic illustrates all the major (and many of the minor) milestones in Google’s journey from startup to the world’s largest search engine.
No longer news, but helpful as a reference, this post from Pratik Dholakiya “takes readers through 11 of the most important Google search engine algorithm updates/changes of 2013,” from link devaluation and Panda (content quality) updates through increased emphasis on long-form, “evergreen” content and Hummingbird.
Expert Guides to Semantic Markup, Schema.org and the Google Knowledge Graph
6 Ways to Make Your Search Results Shine by Search Engine Watch
P.J. Fusco says “your content can leap off page-one results – if you are willing to invest a little time learning how to understand” the Google Knowledge Graph and how to use Schema.org structured markup. Fortunately, she writes, “adding structured markup is particularly easy” using Google Structured Data Markup Helper or WordPress plugins.
5 options for semantic markup to improve SEO by Smart Insights
For those on the technical side of SEO, Yusuf Bhana details “useful semantic HTML elements for SEO” including authorship, local business schema, product details (“Ecommerce businesses should consider product mark-up to incorporate product data such as colour, manufacturer, weight, height and price”), and breadcrumbs, with examples of each.
How Rich Snippets Add Spice to Your Online Content’s Search Results by Content Marketing Institute
Amanda DiSilvestro demonstrates how rich snippets can enhance a site’s appearance in search results, and how to get started with the most popular types of rich snippets including authorship and video: “When I want to use a video rich snippet, I use this link and enter in the URL or YouTube ID of my video. It automatically generates a source code for me to use, so I don’t need to know much about coding.”
Updates to SEO by MediaPost
Lauren Kade discusses how the Google Knowledge Graph works, what rich snippets are and how to use them, and “how to add (rich snippet) markup yourself using the data highlighter feature in Google Webmaster Tools” to make your site’s organic search listings look better.
How To Rank Above 25 In Search Queries by MediaPost
Laurie Sullivan (again) reports that “The Schema.org markup code aims to help Web sites rank better in search results, but only 36.6% of Google’s search results contain at least one Schema.org rich snippet and just 0.3% of the 50 million domains analyzed by Searchmetrics make use of Google’s Schema tools.” Consumer-oriented sites in particular can increase their probability of ranking higher by incorporating Schema markup language.
Google Sends Manual Penalty for “Spammy Structured Markup” by TrueLogic Online Solutions
Elrica Gosiengfiao reports that Google is “cracking down on rich snippet spam more actively,” exactly what this means, and how web developers can avoid problems of this type with Google; for example, follow Google’s rich snippet guidelines and “make sure the markups used are correct and use Google’s structured data testing tool to preview your snippets.”
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.
In late 2011, Google began redirecting users who were signed into their Google accounts to the encrypted (https) version of the search engine, beginning the keyword (not provided) era. At the time, Matt Cutts assured everyone that the change would only affect single-digit percentages of all organic search traffic reporting.
The reality was, of course, much different. Marketers, webmasters and SEO professionals quickly saw the share of (not provided) keywords rise to the 20%, 30%, even 40% ranges. Then, on September 23, 2013, Google dropped the hammer, encrypting all search traffic and thus hiding keyword referral data for all of its organic search traffic.
The initial response of digital marketing professionals was…panic. Even Rand Fishkin, while not quit declaring the death of search engine optimization, called keyword (not provided) the first existential threat to SEO.
Google’s move did not, of course, “kill” SEO, but it did force marketers to adopt a broader framework to optimize overall web presence. And it forced SEO and analytics professionals to get more creative in how they analyzed and assessed organic search keyword data. Here are half a dozen of the best guides to measuring organic search phrase results in a keyword (not provided) world.
12 Ways to Measure Content Effectiveness After Google’s “Not Provided” Decision by Content Marketing Institute
***** 5 STARS
While many SEO writers offered tips on how to continue to get organic keyword insights after Google stopped providing referring keyword data last fall, this post is one of the best: Mike Murray steps through a dozen techniques for organic keyword analysis, from opening an AdWords account and using Bing/Yahoo data through tracking search rankings and analyzing organic search landing page data.
Search: Not Provided: What Remains, Keyword Data Options, the Future byh Occam’s Razor
***** 5 STARS
In his typical thoroughly researched, profoundly well thought-out, incredibly detailed, and richly illustrated style, Avinash Kaushik examines the implications of the loss of organic keyword data; helpful metrics that remain available (such as Mutli-Channel Funnels in Google Analytics, organic landing page reports, and paid keyword data); alternatives for keyword data analysis; and possible future solutions (such as “page personality analysis”). It’s a great deal to absorb, but worth reading and bookmarking.
Google Webmaster Tools Search Query Data is Accurate (and Valuable) by Search Engine Watch
Yes, Google Webmaster Tools (WMT) data has become more valuable in the wake of the universal (not provided) issue, but no, it certainly isn’t perfect. Ben Goodsell does an exemplary job here explaining the value of GMT data for SEO analytics, the limitations of the data, and a “secret” workaround to get a bit more detail out of WMT reports.
(Not Provided) Changes the SEO Landscape by iMedia Connection
Dave Murrow steps back and takes a broad view of the keyword (not provided) issue, speculating on why Google may have made the change and recommending that marketers embrace not just new analytics tactics to deal with the loss of organic keyword data, but also strategic changes to website optimization overall.
Not Provided Keywords – SEO Reporting Without Keyword Data by SEER Interactive
Michelle Noonan walks through six techniques to help compensate for the loss of Google organic keyword data, inlcuding both the usual sources—Google WMT data, YaBing visits, keyword rankings—and unique ideas like reporting on referral traffic and looking for “unique markers to track” based on each specific client’s objectives and situation.
Ideas for Keyword (Not Provided) by LunaMetrics
Reid Bandremer lists 15 ideas for dealing with Google’s “keyword not provided” issue—including Google Webmaster Tools data, aksing users, and using paid data sources—but concludes that “There’s simply no magic bullet and no single one-size-fits-all solution to solving 100% keyword (not provided). Instead, what we have currently is a very complicated set of many different methods to uncover little gaps in insights left by (not provided).”
Panda, Penguin, Phantom, Hummingbird. Disappearing keyword data. Personal / universal / local / mobile search. These are indeed “interesting times” for SEO professionals, with rapid and wide-ranging changes to the search landscape being announced at an accelerating pace.
Given all of this change, what are the best practices for SEO as we head into 2014? Which SEO strategies, tactics, and ranking factors still apply? How have SEO techniques changed in the post-Penguin world? How do you recover rankings if your site is hit by a penalty?
Find the answers to these questions and more here in more than two dozen of the best SEO guides of 2013 so far.
SEO Guide, Tips and Best Practices
The Latest and Greatest SEO Strategies by Bad Rhino Rumblings
Amanda DiSilvestro and Nick LaRosa outline new SEO strategies, tools and resources. Among the strategies recommended are taking advantage of local search (e.g., by completely filling out profiles on Yelp, Bing Places, Yahoo Local, and Google+ Local) and posting frequently (“The more you post, the better chance you have for link building, sharing, and engagement opportunities—all important when it comes to SEO”).
Brian Rauschenbach outlines three broad areas important to focus on post-Panda, and three types of activities to avoid, such as complicated sitemaps and navigation: “With Panda, Google has pretty consistently made it clear that simple navigation is best; websites that require too much digging to find desired content could be negatively affected.”
Matt Peters breaks down the latest study into high-correlation factors for website rank. While there is a great deal of data here, at a high level: backlinks remain the most important part of the algorithm (though quality matters more than quantity; on-page keyword usage is still fundamental; and social factors may be more correlational than causational with high rankings.
Following up on the post above, Rand Fishkin presents the weighting of categories of ranking factors in Google, based on a survey of 128 SEO professionals. More than half of all the factors that determine a page’s rank are based on backlinks (e.g., quality of sites linking to the domain, anchor text distribution) or page-level keyword usage (content quality, relevance, meta tags, etc.).
The 10 New Rules for SEO by Business2Community
Rekha Mohan outlines a process for SEO in the post-Panda and Penguin world. The English is a bit rough but the information is useful. Most of what’s covered is well-trod ground, but the detail behind developing searcher personas and considering buyer intent are interesting.
SEO Reporting & Metrics: How to Prove Progress by Search Engine Watch
Krista LaRiviere steps through a process for reporting on SEO efforts to a client, starting wih five key questions such reporting should answer for clients (among them: “What impact did these efforts have on the web presence for organic search?”), and proceeding through setting expectations, goals, and benchmarks, and driving action items.
SEO Best Practices – 5 Tips to Get You Noticed by Masterful Marketing
The always engaging Debra Murphy details five tactics for optimizing rankings on Google, such as using responsive design to optimize cross-device user experiences: “This saves resources for your website and for Google’s crawlers. A responsive design makes it easier for your users to interact with, share, and link to your content while also helping Google’s algorithms assign the most relevant indexing properties for the content.”
How to Think Like Google by QuickSprout
Once you get past the annoying pop-ups on this site, you’ll find a detailed and valuable post from Neil Patel highlighting attributes that Google frowns upon in determining search rank (e.g., spam (comment and otherwise), malware, duplicate content, low quality inbound links) as well as things Google likes: authoritative content, social signals, and adapting your website to user needs.
7 Awesome Competitive Niche SEO Strategies by Search Engine People
Writing that “(in) SEO strategy for competitive niches…you need to win each of the small battles before you even think about declaring yourself the winner of the war,” Dennis Miedema recommends content marketing, local SEO, and industry networking among other strategies in industries with a high degree of SEO competition.
3 SEO Tactics We’re Easing Up On in 2013 by The WordStream Blog
Elisa Gabbert suggests that over-optimized anchor text, anchor text through infographic links, and guest posting are SEO tactics to ease up on. The first is obvious; the second two are more controversial, as exhibited in the large number of comments generated by this post.
SEO Audit Tips and Techniques
Rebecca Churt details a process for performing a competitive SEO analysis, beginning with identifying key competitors (in both search and the real world) and proceeding through taking action on your findings: “Think about how you will use this information — whether it be for your content strategy, product or service positioning, social engagement tactics, etc. — all of which help with your SEO in the long run.”
How to Do an SEO Audit of Your Website by Entrepreneur
AJ Kumar outlines a five-step process for performing an SEO audit on an existing website, from checking on-page optimization title tag content and length to comparing the site’s backlink profile to that of competitive sites in order to “uncover link-building patterns in your industry that you should be paying attention to.”
10 Insights from a Lite SEO Audit That Any Small Business Can Benefit From by Search Engine Watch
Glenn Gabe explains how even on a small website, a “lite” SEO audit can expose issues such as missing 301 redirects, broken links, site speed issues, and backlink problems (or simply a lack of relevant backlinks).
Infographic: How up-to-date are your SEO practices? by leaderswest Digital Marketing Journal
Jim Dougherty shares an infographic comparing “old” to “new” SEO practices, for example, the shift in importance from technical knowledge to marketing knowledge (unquestionable), from optimizing for search engines to optimizing for users, and from link building to link earning.
Infographic: 2013 SEO Ranking Factors, From SearchMetrics by Search Engine Land
This beautifully crafted infographic covers social, backlinking, technical and content-related factors in SEO. Among the key takeaways are that keyword domains and links have lost relevance, and that brands are the exception to many rules. Be cautious about placing too much faith in the accuracy of every factor, however, as advised in the (copius) comments generated by this post.
How Google Ranks Your Website – 200 Google Ranking Factors by Digital Information World
***** 5 STARS
This phenomenal infographic aggregates “the best information (available) about how Google ranks pages and websites,” with ranking elements divided in groups like domain factors, page-level factors, backlink factors, and user interaction among others.
Another excellent infographic illustrating the diference between “old” SEO (e.g., targeting a specific, narrow set of keywords based on search volume) and new SEO tactics for the post-Panda world (e.g., targeting a wider range of keywords based on intent and conversion data).
Post-Penguin SEO Guides
Google Penguin 2.0 vs. Black Hat SEO by SteamFeed
Brien Shanahan reports on high-traffic websites hit with Penguin penalties, including among several truly spammy sites unfortunately SalvationArmy.com, one of the most reputable and highly-rated charitable organzations, noting that “While Salvationarmy.com has many valuable links, it also appears to have thousands of links from low-quality websites.” He goes on to explain why these sites are penalized and how to recover from a Penguin penalty.
Winning with White Hat SEO in the Post-Penguin Era by SteamFeed
Brien Shanahan (again) contrasts black-hat SEO tactics (e.g., content spinning, link building, doorway pages) with whitehat tactics (creating useful content, social sharing) and details 10 white-hat techniques for achieving SEO success.
The Myth of Content Marketing, the New SEO & Penguin 2.0 by Search Engine Watch
Contending that “Content marketing isn’t new. It’s just a new buzzword picked up by other industries that suddenly found out they could to ‘do SEO,’, but they didn’t want to ‘do SEO,’ so they tried to make it more special. It isn’t,” Kristine Schachinger positions content marketing as just another SEO tactics, albeit one that’s always been very important, along with on-page optimization, legitimate link building, optimizing site load speed, and avoiding or fixing crawl errors.
Penguin 2.0: PANIIIIIIIIC!!!…(or not) by Search Engine Journal
Matt Burns explains seven changes to link-building tactics and their effects in the post-Panda environment: tiered linking and excessive keyword-match links are out, high authority and social links are, and guest blogging is in…for now.
It’s Time to Change the SEO Mindset by Search Engine Watch
***** 5 STARS
The brilliant David Harry argues that SEO today is not about link building but rather about “Content + Outreach + Social + Promotion + Brand reach,” which incorporates content development, PR, social media, and online advertising. Sounds just like web presence optimization (WPO), though he doesn’t use that term.
How to Recover from a Search Engine Penalty
How to Recover from Panda Dance by Kaiser the Sage
Jason Acidre supplies seven tips for recovering from “Panda dance” penalties in search rankings, including improving low-performing landing pages (“Start with the pages that you believe are important and optimize these landing pages to mainly increase user dwell time”) and making updates to evergreen landing pages, such as lists of industry resources.
Phanteguin: A Phantom & Penguin One-Two Punch From Google by Search Engine Watch
Glenn Gabe (again) explains how to recover from penalties resulting from “Phanteguin,” the “one-two punch from Google” on sites hit by both Phantom and Penguin. He explains not just the differences between the two algorithmic changes, but also between Penguin 1.0 and Penguin 2.0, how to identify a Phanteguin penalty, and steps to take to recover lost rankings and traffic.
Google Panda, Penguin & Phantom: 3 Recovery Examples by Search Engine Watch
Glann Gabe (once more) presents three real-world case studies highlighting recovery from tanking rankings due to each of Google’s three most recent major algorithmic changes.
David Mercer provides a detailed, step-by-step account of a real-world recovery from a Panda penalty, from improving site speed and fixing broken links to redesigning the page template and disavowing low0-quality backlinks. Some of his advice will be hard to swallow, however, such as “stop syndicating content.” And anyway, isn’t Google Authorship supposed to take care of that issue?
Speeding Up Your WordPress Blog’s Load Times by Find My Blog Way
Matthew Barby demonstrates how to measure page load time and then minimize it (focused on WordPress sites) using a variety of techniques, from compressing images and caching “everything” to setting up a content delivery network.
Reclaim Lost Link Juice by Capturing 404 URLs by Search Engine Journal
Noting that changing URLs to a more search-friendly structure can cause 404 errors, traffic loss and even reduced site authority, James Parsons details two methods for identifying 404 errors and correcting them, in this helpful technical post.