23Nov/17

What is SEO?

You’re here! You may be new to the industry or may have heard a colleague drop this acronym and been like, “What?” This is a very good place to start if you want an overview of the players and jargon so you can (at the very least) talk the talk.

Image result for seo

Building an SEO-friendly site

Once you’re ready to start walking that SEO walk, it’s time to apply those SEO techniques to a site, whether it’s brand new or an old one you’re improving.

These pages will help you get started with everything from selecting an SEO-friendly domain name to best practices for internal links.

Related image

Content and related markup

A site isn’t really a site until you have content. But SEO for content has enough specific variables that we’ve given it its own section. Start here if you’re curious about keyword research, how to write SEO-friendly copy, and the kind of markup that helps search engines understand just what your content is really about.

On-site topics

You’ve already learned a lot about on-site topics by delving into content and related markup. Now it’s time to get technical with information about robots.txt.

Image result for seo

Link-related topics

Dig deep into everything you ever needed to know about links from anchor text to redirection. Read this series of pages to understand how and when to use nofollow and whether guest blogging is actually dead. If you’re more into the link building side of things (working to improve the rankings on your site by earning links), go straight to the Beginner’s Guide to Link Building.

Image result for seo

Other optimization

Congratulations! You’ve mastered the ins and outs of daily SEO and are now ready for some advanced topics. Make sure all that traffic has the easiest time possible converting with conversion rate optimization (CRO), then go micro level with local SEO or take that site global with international SEO.

23Nov/17

Importance Of Video Marketing In SEO

There are a lot of reasons companies hesitate to incorporate video content into their marketing campaigns. You might think that it’s too expensive. Perhaps you don’t think you have anyone in the company that has the personality to be on video. Maybe you’re worried about how complicated it might get trying to juggle all the moving parts of creating engaging content.

Image result for Video Marketing In SEO

We understand that it’s really easy to find reasons not to include video in your strategy, but it really is time to embrace that fact that video marketing is absolutely crucial in today’s millennial-dominated customer base.

Take a look at some of the Video Marketing Services we offer.

Grab their attention fast

Occasionally, it’s been said that millennials have a worryingly short attention span. However, the reality is that millennials want to care about something enough before they commit to it. And that includes watching a full video. If they feel like the content isn’t relevant to them or important enough, they’ll just move on to the next thing that’s trending on YouTube.

In your video, come in with a bang and grab their attention within the first ten seconds. Do this not only with appealing visuals, but also by making your point known within that short time frame.

Image result for Video Marketing In SEO

Centre it Around the Story, Not The Sale

There is a heap of sales clutter on the Internet that is actively annoying and repelling your customers. Don’t let your brand be that guy – instead, your video should be centred around the story and not the sale. Remember: the same rules that apply for written content marketing apply for video marketing – concentrate on the value you’re providing for your customers.

Make the most of the emotive power of video by appealing to your consumers’ needs and hidden desires. Scared you’ll lose leads this way? You can always place a strategic and relevant call to action alongside a tracked URL at the end of your video (just make sure it fits into your overall story).

Image result for Video Marketing In SEO
Make it easy for everyone to view your content

Millennials are tech-smart. That much is obvious. It’s important that you make your videos easily accessible for everyone.

In today’s world inundated by smart devices, it’s likely that your videos are viewed on a variety of different devices. Do your due diligence and make sure your videos are playable on laptops, tablets, smartphones, and other smart devices.

Also, make the content more accessible by adding shareable links to the end of the video along with a call to action to share the video with their friends and co-workers.

Use videos to guide millennials through an entire purchase

As previously stated, millennials use videos to help them make purchasing decisions. That means you really need to incorporate videos along every step of the purchase process.

Use a video in your About Us page to provide testimonials or recommendation videos. This is also a good place to show off your company culture. Millennials’ decisions reach past simple product usefulness. They want to know that the company from which they are buying is fun and aligns with their beliefs.

Related image

Using videos to guide millennials through the purchasing process creates a more intimate and fun experience, which in turn they’re more likely to share with their friends.

Be genuine

Millennials are perceptive and can almost be suspicious of corporations trying to take away their money.

Be genuine in your videos so you can avoid their suspicions and position yourself as the company that really does understand them. Show your passion for the product or service that you are trying to sell. If you can get your millennial viewers to connect with that passion, they will be more likely to purchase your product.

Get creative with quality content

After reading some of these tips, you might think it would be best to go wild and start creating hundreds of videos. However, quality over quantity rings more true with videos than any other type of content.

Hundreds of poorly-created videos actually run the chance of hurting your brand, especially when compared with one creative and well-produced video.

Related image

Be creative with your video marketing, and don’t hesitate to start publishing even the simplest videos. But just remember, even in simple videos, millennials can judge its level of quality.

Video marketing to millennials doesn’t have to be hard. In fact, it can be one of the simplest ways to start building lasting connections with them. As long as you’re creating genuine, appealing, and impactful videos, you can start to see an increase in conversion and reach.

Lighten Up. Stop Being So Boring!

Dharmesh Shah, Founder and CTO of HubSpotsays it best: “The worst thing to do is make a completely boring video. Videos that are pure marketing puff pieces don’t spread.” So what do your audience want instead? They want to laugh, they want to feel enlightened, they want to be pulled out of their boring 9 to 5s and forget about their realities. HubSpot don’t take themselves too seriously – Dharmesh insists that humour works well for their video marketing campaigns.

Image result for Video Marketing

He goes on to say that some of their videos might be seen as ‘edgy.’ However, HubSpot try not to be too conservative. Instead, they actively encourage video creators to be creative and take risks. Think your B2B audience can’t handle humour? Dharmesh makes an excellent point: the HubSpot audience is primarily B2B (but that won’t hold them back from being entertaining). Don’t feel constrained by what’s gone before you in your industry and don’t try to emulate your competitor’s stiff tone and yawnsome script. Stand out and take a chance on being funny.

23Nov/17

Search Engine Success Factors

There are three major groups covered by Search Engine Land’s Periodic Table Of SEO Success Factors:

On-the-page SEO
⦁ Off-the-page SEO
⦁ Violations

Image result for Search Engine Success Factors

Within each group are subgroups, as each chapter of this SEO guide will explain. These subgroups contain one or more individual SEO factors with a specific weight or importance.
Violations, while a group unto themselves, are displayed under the group and subgroup to which they’re associated.
Those two-letter acronyms you see on the chart above? That’s our play on the periodic table of elements and the letter representations, or symbol, of each element. You may have had to remember that the symbol for gold was Au or that iron’s was Fe.
In the Periodic Table of SEO, we’ve tried to make it slightly more intuitive. The first letter of each “SEO element” comes from the subgroup that it’s in, and the second letter stands for the individual factor.

SEO factors work in combination

No single SEO factor will guarantee search engine rankings. Having a great HTML title won’t help if a page has low-quality content. Having many links won’t help if they are all low in quality. Having several positive factors can increase the odds of success, while the presence of negative factors can worsen those odds.

On-the-page success factors

Image result for on page seo

On-the-page search ranking factors are those that are almost entirely within the publisher’s own control. What type of content do you publish? Are you providing important HTML clues that help search engines (and users) determine relevancy? How does your site architecture help or hinder search engines?

Off-the-page success factors

Off-the-page ranking factors are those that publishers do not directly control. Search engines use these because they learned early on that relying on publisher-controlled signals alone didn’t always yield the best results. For instance, some publishers may try to make themselves seem more relevant than they are in reality.

With billions of web pages to sort through, looking only at “on-the-page” clues isn’t enough. More signals are needed to return the best pages for any particular search.

SEO violations & ranking penalties

Image result for Off-the-page seo

Make no mistake — search engines want people to perform SEO because it can help improve their search results. Search engines provide help in the form of guidelines, blog posts and videos to encourage specific SEO techniques.

However, there are some techniques that search engines deem “spam” or “black hat,” which could result in your pages receiving a ranking penalty, or worse, being banned from the search engines entirely.

Violations are generally tactics meant to deceive or manipulate a search engine’s understanding of a site’s true relevancy and authority.

Weighting of search ranking factors

All the factors we show are weighted on a scale of 1 to 3, as shown in the top right corner of each factor, as well as reflected in the hue of that factor. A weighting of 3 is most important and is something you should pay special attention to because it has a bigger impact than other factors.

Image result for search ranking factor

That doesn’t mean that factors weighted 2 or 1 aren’t important; they are. It’s just that they are of less importance, relatively speaking, in terms of the other factors on the chart. Violations are also weighted, but in negative numbers, with -3 being the worst and potentially most harmful to your SEO success.

The weighting is based on a combination of what search engines have said, surveys of the SEO community and our own expertise and experience in watching the space over time. We don’t expect them to be perfect. Not everyone will agree. Your mileage may vary. But we’re confident it is a useful general guide.

23Nov/17

How Actually Search Engine Works ?

Search engines have two major functions: crawling and building an index, and providing search users with a ranked list of the websites they’ve determined are the most relevant.

Crawling and Indexing
Imagine the World Wide Web as a network of stops in a big city subway system.

Image result for Crawling and Indexing

Each stop is a unique document (usually a web page, but sometimes a PDF, JPG, or other file). The search engines need a way to “crawl” the entire city and find all the stops along the way, so they use the best path available—links.
Providing answers to user queries, most frequently through lists of relevant pages that they’ve retrieved and ranked for relevancy.

The link structure of the web serves to bind all of the pages together.
Links allow the search engines’ automated robots, called “crawlers” or “spiders,” to reach the many billions of interconnected documents on the web.

Image result for Crawling and Indexing

Once the engines find these pages, they decipher the code from them and store selected pieces in massive databases, to be recalled later when needed for a search query. To accomplish the monumental task of holding billions of pages that can be accessed in a fraction of a second, the search engine companies have constructed datacenters all over the world.

These monstrous storage facilities hold thousands of machines processing large quantities of information very quickly. When a person performs a search at any of the major engines, they demand results instantaneously; even a one- or two-second delay can cause dissatisfaction, so the engines work hard to provide answers as fast as possible.

Related image

 

Providing Answers

Search engines are answer machines. When a person performs an online search, the search engine scours its corpus of billions of documents and does two things: first, it returns only those results that are relevant or useful to the searcher’s query; second, it ranks those results according to the popularity of the websites serving the information. It is both relevance and popularity that the process of SEO is meant to influence.

 

How do search engines determine relevance and popularity?

To a search engine, relevance means more than finding a page with the right words. In the early days of the web, search engines didn’t go much further than this simplistic step, and search results were of limited value. Over the years, smart engineers have devised better ways to match results to searchers’ queries. Today, hundreds of factors influence relevance, and we’ll discuss the most important of these in this guide.

Search engines typically assume that the more popular a site, page, or document, the more valuable the information it contains must be. This assumption has proven fairly successful in terms of user satisfaction with search results.

Related image

Popularity and relevance aren’t determined manually. Instead, the engines employ mathematical equations (algorithms) to sort the wheat from the chaff (relevance), and then to rank the wheat in order of quality (popularity).

23Nov/17

Link Building Strategies

Link building is tied very closely to Authority Building, which means that you have to look at it as more than just a number. While links are certainly necessary to build authority, there may be some other ways you can make your link building more effective. So let’s take a look at the things you need to know going into the New Year to stay on top of the best link building strategies.

Image result for link building seo

Real-Time Penguin

Penguin updates are all about targeting spammy link tactics and monitoring the quality of any links pointed at a website. It has been the cause of severe drops in rankings for many websites since it was first introduced back in 2012, and Google releases statistics on how many web searches it feels are affected by each update,
But that could change because the next update is going to switch to real-time monitoring and changes.
The real-time penguin is going to be “always on” and constantly looking for bad links or links that have been removed or disavowed, making it much more difficult for black hat or even grey had techniques to work. Of course, while this means that it will discover removed or disavowed links faster – so companies can get out of penalties sooner – it also means that you can get penalized just as quickly.

Image result for link building seo

⦁ The Need for Quality Never Changes

Thinking “I need fifteen thousand and twenty seven links to succeed” is about as old fashioned as you can get in the SEO world. Now, you need to create links that people will want to click. Linking alone is not going to deliver the results you need to succeed in 2016.
This does mean that you can diversify the mediums through which you publish content and build links. Where previously it may have been important to get as many links as you could from as many different sites as possible, it’s now okay to be a little more focused with the sources for the links as long as you diversify the content you produce for your audience.

⦁ Make Content that Answers Questions

Building authority is about being useful. Every customer has certain pain points, which creates an opportunity for you to help them with some good content.
How does this build links? Because those people probably know other people with the same problem, and they’ll share the answers that they find. They may share the link on their social media or in some other form, which means that useful links are being spread to the people who will actually click them.
This means you’ll have to create more than just top ten lists or other fun pieces of content. You can still be fun, but if you can actually provide an answer – say a guide that walks someone through the process of using a specific tool/product/service – then you’ll be on the road to better results.

Image result for link building seo

⦁ Collaborations for Links

Collaboration is extremely important for building authority. This isn’t about the old link swapping schemes – where you link to them if they link to you – but working with people and companies in the industry to build relationships so that linking to you is a natural reaction.

⦁ Links that Don’t Link

Many of us like to joke about the amount of data Google has and the things they know about you. However, the reality is that this level of information means that things like brand mentions – even without explicit links – can have meaning for Google.
Offsite reviews also may not have a direct link to an exact page, but Google sees the review and understands that they’re talking about you, so even link-less mentions can still be very important for building authority.

⦁ Experts and Authorities
Creating content that features tips and guides from industry experts is a great way to attract authoritative links. It’s a simple process, and one that can help you on your way to the kind of collaboration mentioned above. You ask someone to provide some small content, and they will often do so because it is a great to get included on a list with many other industry experts.
They will then link to the post themselves to show their audience where they have been featured, which can open your website up to a whole new audience.

Related image

⦁ Links that People Engage With
Your analytics program tells you exactly which link is sending you traffic. That means the search engines can see that to.
What does that mean for link building?
Probably that if you’re relying on the last link in the last sentence of an author bio in your guest post, you aren’t going to see much success.
But if your link is up high in the body of the content, and it connects to relevant or important information, it has a lot better chance of being clicked and followed. If that happens, it will likely carry more weight with the search engines.

This counts for both internal and external links. If you’re randomly linking around your website because you feel like you need more links, visitors will not actually use them (and probably won’t even notice them), and they won’t be helpful at all.
Effective links on your own website can come in the form of supplemental content. This is something Google talks a lot about, but many marketers don’t. This is a simple way to help users find other products and content they may also like.
Real-time Penguin is going to change a lot for link builders, so keep these tips in mind as you go through 2016 and stick to the established guidelines and the time and money you invest in the process will be well spent.

23Nov/17

Don’t lose SEO traffic when site migration

Planning a site migration? Columnist Pratik Dholakiya’s helpful guide will ensure that you cover all the SEO bases to make the transition as smooth as possible.Few things can destroy a brand’s performance in the search results faster than a poorly implemented site migration.

Changing your domain name or implementing HTTPS can be a great business move, but if you fail to consider how search engines will react to this move, you are almost certain to take a major hit in organic search traffic

Use the following SEO checklist to prepare yourself as you develop a migration game plan for your website.

Image result for seo

1. Carefully consider if migration is the right choice

A site migration will almost always result in a temporary loss of traffic — Google needs time to process the change and update its index accordingly. A carefully executed site migration can minimize traffic fluctuations, and in a best-case scenario, Google will ultimately treat the new site as if it were the original.

Still, that is only the best-case scenario. The reality is that site migrations, in and of themselves, typically offer little to no SEO benefit and do not eliminate search engine penalties. (That is why SEOs often use site migrations as an opportunity to make SEO improvements, like streamlining the site structure, fixing broken links, consolidating redundant pages and making content improvements.

Image result for seo

2. Use a sandbox

Never do a site migration without first testing everything on a test server. Verify that the redirects work properly, and do all of the checks that follow in private before going public. Trying to do it all in one go without testing is bound to lead to errors, and if the mistakes are bad enough, they can set your site back by weeks.

3. Plan to migrate during a slow period

A well-planned and monitored migration shouldn’t permanently affect your traffic, but you should plan for a temporary dip. For that reason, it’s best to perform the migration during a slow part of the year, assuming that there is some seasonality to your site’s performance. A site migration during or shortly before the holidays is always a bad idea. While the goal should always be to avoid losing any traffic, it’s important to make sure that if you do lose traffic, you lose it when business is already slow.

Image result for seo

4. Crawl your site before the migration

Crawl your site with a tool like Screaming Frog, and be sure to save the crawl for later.
You need to make sure you have a complete list of the URLs on your old site so that nothing ends up getting lost because of the transition.
Use this as an opportunity to identify any crawl errors and redirects that exist on the old site. These have a tendency to creep up over time. I rarely come across a site that doesn’t have at least some broken or redirected links.
You should absolutely remove or replace any links that point to 404 pages during the migration process. In addition, I highly recommend updating any links that point to redirected pages so that they point to the final page. You do not want to end up with redirect chains after the migration.
Remember that a site crawl may not be able to identify every single page on your site. For example, if you have pages that aren’t linked from other pages on your site, they won’t show up in a crawl. You can use your own records and databases to find these pages, of course, but if this isn’t possible, you can find these pages in your Google Analytics data, as well as through a link explorer like Ahrefs.
If you find any orphan pages, make sure to update the site, and link to these during the migration. These pages are much less likely to pick up search engine traffic if they aren’t linked to from the rest of your site.

5. Benchmark your analytics

Make a copy of your Google Analytics data; you will need this information so that you can quickly identify if any traffic is lost after the migration.
If any traffic is lost, export the Analytics data from your new site and run a side-by-side comparison with the data from your old site, so that you can identify precisely which pages lost the traffic. In many cases, a loss of traffic will be isolated to individual pages, rather than taking place across the entire site.
You may also want to identify and take note of your top linked-to pages using a tool like Ahrefs. After the migration, you will want to pay special attention to these pages and monitor them closely. If these lose traffic, it is a sign that the authority isn’t being properly transferred from your old site to the new one. These pages contribute the most to your authority, so losses here may affect the overall performance of your site.

Image result for seo

6. Map all changed URLs from old to new

You should have a spreadsheet that lists every old URL and every new URL.
Ideally, during a site migration, all of the old pages exist on the new site. Obviously, removing a page removes its ability to capture search engine traffic. On top of that, dropping too many pages during the migration may lead Google to conclude that the new site isn’t the same as the old site, causing you to lose your rankings.
Also, ideally, the URL architecture should be identical to the old one unless you have very strong reasons to change it. If you do plan on changing it, a site migration may seem like the ideal time to do it, but you should be aware that doing so may cause Google to see it as an entirely different site. If you do both at the same time, you will not be able to determine whether any losses in traffic were the result of changing the architecture or of migrating the site.
Another reason to keep the architecture the same is that it allows you to use regex in your .htaccess file to easily redirect from your old pages to the new ones. This puts less load on your server than naming the redirects one by one, and it makes the process of setting up the redirects much less painful.

7. Update all internal links

The HTML links on your new site should point to the new site, not the old one.
This might sound obvious, but as you go through the process, you will quickly realize how tempting it might be to leave the links unchanged, since they will redirect to the new URL anyway. Do not succumb to this temptation. Apart from the server load, which slows down site performance, the redirects may dampen your PageRank.
The ideal way to rewrite the links is by performing a search and replace operation on your database. The operation should be performed so that it updates the domain name without changing the folder structure (assuming you’re keeping your site structure the same).
Write your search and replace operations carefully so that only text containing a URL is updated. You generally want to avoid updating your brand name and your URLs with the same search and replace operation.

Image result for seo

8. Self-canonicalize all new pages

Verify that canonicalization on the new site references the new site and not the old. Canonicalizing to the old site can be disastrous, as it may prevent the new site from being indexed.
I recommend self-canonicalizing all of your pages on the new site (except, of course, for pages that should canonicalize to another page). In combination with the redirects, this tells Google that the new site is, in fact, the new location of the old site. Sitewide self-canonicalization is recommended anyway, since URL parameters create duplicate content that should always canonicalize to the parameter-free URL.

23Nov/17

Some Information About Digital Marketing

Digital Marketing

Digital Assistants

The two popular strategies for driving traffic to your site and having it seen by previously unknown visitors are search engine optimization (SEO) and pay-per-click (PPC). But digital assistants will bring a new kind of optimization to the table. Digital assistants such as Siri will use traditional search engines to find information, but only when necessary The key to using these assistants to optimize your site is to make sure your business information is easily accessible to them.

Image result for Digital Marketing

Mobile vs Desktop

Last year Google announced that more searches take place on mobile devices than on computers in 10 countries including the US and Japan. The algorithm “Mobilegeddon” was released to phase out sites that are not optimized for a mobile platform. However, you don’t need to have a desktop version if you only have a mobile-only site. Although this doesn’t mean that desktop traffic will completely fade away, it does look like Google is headed in that direction.

Image result for Digital Marketing

Video Ads Will Rule

In-SERP video advertising will be popping up more in unexpected places this year. As users grow to be more accepting of video ads online, this trend will skyrocket. The possibilities are practically endless, especially with Google’s ownership of YouTube.

Virtual Reality

Devices such as Oculus are showing up this year in the gaming world. This much hyped device, among with other virtual reality devices that are expected to be released in the next few years, will create a new medium of online advertising by integrating with social media platforms, video channels, and some forms of direct messaging.

Image result for Digital Marketing

Wearable Technology

The first-generation smartwatch was unveiled in 2015 by Apple. Similar wearable devices should start making their way onto the marketing scene this year. Local marketing will be changed form these devices and the differences between “online” marketing and “real” marketing will become more blended.

More Apps Due to App Indexing

Although Google has offered app indexing for a while, 2016 will be the year that business owners will be more aware of the advantages of a dedicated app has on online visibility. In order to appeal to those who frequently use apps a more mobile-optimized direction is going to be necessary.

Related image

Advertising Will Become More Expensive

As online marketing continues to become increasingly important to business owners, the cost of advertising also increases. Dramatic rises in prices have been seen over the years and 2016 will be no different. Proof that digital marketing is a necessary part in order to increase your online visibility has also increased demand. Higher demand leads to higher prices.
Although there is no guarantee on how and when any of these trends will show their faces this year, you can count on them having an effect in the online marketing world. These are not the only ones that will be around, but certainly important ones to keep your eye on. Forward-thinking campaigns will help you reap the full digital-marketing benefits.