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#SEO - SEM Knowledge
Since SEO can be quite complex in its ever-adapting nature, it’s easy for blogs, brands and sites to make mistakes based off common misconceptions. We highlight these issues below, along with simple solutions on how to correct them.
Google have made the ‘ad’ sign less prominent these days so it’s easy for users to think that the PPC ad that they are clicking on is the first organic search result that comes up. It is therefore recommended that a brand bids on their brand term in order to avoid competitors leveraging the user’s wrong assumption.
In the event that both you and your competitor bids on your brand term, your ad will more likely get displayed over theirs as you have more relevancy.
When launching a brand new website, it is quite a common misconception that one’s SEO efforts will take effect immediately. However, a site’s history is also taken into account, for which the new site will have none.
Therefore, you should engage in some PPC activity to bolster the visibility of your new website for the first few months until your SEO activity start to show results.
Cheap and quick SEO solutions are almost always the ones who engage in black hat techniques. These are aggressive SEO tactics which usually doesn’t obey search engines guidelines.
Popular methods are keyword stuffing (where a certain keyword is nonsensically repeated in the content as many times as possible), using hidden text (hiding all the keywords that you stuffed so that it is not seen by the human eye e.g. making it the same colour as the background) and link buying (buying links as opposed to engaging in legit link building activities).
Before engaging an SEO service or agency, be aware of the strategies and technique that they advise. If it seems too quick and easy, it may very well be fake.
4. Considering SEO at the end of a new website build
SEO should be a key consideration to any new website project. Gone are the days where SEO is just all about link building and having proper keywords in your content. Consider having keywords in your page URLs, display an HTML and XML sitemap and implement basic HTML tags like the title tags, meta description tags and header tags.
Make sure that at least a basic SEO checklist is considered and budgeted for in your website build.
Engaging in SEO is free in practice as there is no media spend involved and showing up on search engine results is complimentary. However, there is a fair bit of effort involved in making sure that your site is engaging in as many SEO strategies for it to rank highly on the search results page.
You might want to set aside budget for an SEO tool, consultancy or agency to help you achieve a higher ranking over time. If you need to justify your SEO spending, you can utilize a online SEO tool to compare present rankings with any date in the past, e.g. when you started a new campaign, made important innovations or changed the strategy.
Quick and cheap SEO services that offer black hat solutions may be easy for a short term project, but will cost you in the long run.
When buried in a project, it is often all too easy to focus on getting the content out and subsequently adding in keywords haphazardly the minute before publishing. The problem with this is that some traffic-generating keywords might be forgotten in the rush of getting content out the door.
Keyword brainstorming should therefore be given adequate time, and there various keyword generation tools that will help speed up the process. Again, Rank Tracker is a good tool that connects to your Google Analytics account, which can help to collate a decent set of keywords that are already bring traffic to your site and relevant to your pages’ content.
Many brands don’t realize that their site might contain duplicate content. Examples may include the ‘About Us’ section if you have regional versions of your site, using printer-friendly versions of a URL and utilizing various URL parameters.
Options for addressing this is to use the rel=canonical tag for pages that are essentially the same. An example of this is the Professional Investors section versus the Individual Investors section on the Investec Asset Management website.
There is a lot of overlapping content on both sites, but a redirect is not possible because Individual Investors may not access some parts of the Professional Investor site due to compliance requirements.
If you have regional sites, you would also need to use the href lang tag (rel=”alternate” hreflang=”x”) to show that you have content targeted towards variants of a single language. This is useful if you have two regional sites in English, one targeting the UK and the other targeting the US.
If given the choice, always choose to display an HTML page rather than a PDF as there are more optimisable elements in an HTML page. People are also more likely to share an HTML page rather than a PDF.
However, if you do need to display PDFs on your site, make sure to use plain text as opposed to words in the form of images. Set your title in the document properties, use an SEO friendly URL (with ‘-’s separating each word) and make the file size as small as possible for optimal download speed and usability.
9. Excessive use of Flash content
Search engines find it more difficult to read any content that is not in HTML format. If you use Flash content, it will be harder to rank in the search engine results page.
Always make sure that content you want to rank has an equivalent HTML format. You may also want to replace Flash functionality on your site using HTML5 techniques.
Social elements are factors that can increase your ranking, so make sure that you have a social presence, share your articles through your social channels and gain references from social accounts that have good reputations.
11. Having thin content
In 2011, Google rolled out an update called ‘Panda’ which downgraded ‘thin’ or ‘shallow’ content, so make sure content on your site is well written and user-friendly. If your site is image heavy, make sure you apply descriptive alt tags.
A redirect is the process of forwarding one URL to a different URL. Some use cases of redirects include moving from an old site to a new site or redirecting from example.com to www.example.com so that users may easily find your website.
A 301 redirect is the proper way to do this as it indicates to both browsers and search engine bots that the page has moved permanently, and carry any link weighting from the original page to the new URL.
SEO is a combination of several factors and no single factor can guarantee an increase or decrease in search ranking. Therefore, it is always best to implement the basics of SEO first and try to get your site optimized as a whole, rather than focusing on ultra specific details such as trying to assess how much more weight an H1 header tag has versus an H2 tag.
Always try to implement best practice SEO when possible and don’t lose the bigger picture when getting into the detail.
By correcting these avoidable mistakes, you can better optimise your brand’s SEO strategy to ensure you are seen and heard.
source - nextontheweb
You probably agree that the world of SEO is confusing and frustrating. With Google constantly changing, updating and tweaking its algorithms, it’s no wonder there’s a lack of clarity. Not to mention the tons of misinformation published online by self-proclaimed “SEO gurus”, which only add to the mass confusion.
Listening to them can do some serious damage to your site. So I’ve prepared a Q&A that looks at the six most common myths on how Google ranks sites.
No, there isn’t. So if you were expecting an exact percentage like 3% or 7%, I’m sorry to disappoint you but there is no one-size-fits-all optimal keyword density percentage demonstrated to have direct positive effect on improving rankings.
Here’s what Moz says about keyword density:
So if you thought you could fool Google by adding a certain percentage of keywords in words of text to get your page to number one, think again. On the other hand, you might risk getting penalised for keyword stuffing if you were to stuff a page and every element on it with keywords.
The best advice anyone can give you is to write natural page copy that is focused on key phrases and related key phrases that are intelligently used throughout the page. Don’t waste precious time calculating densities. Just read the copy out loud and if it sounds (and looks) natural, then that’s perfect.
Here’s a video from Matt Cutts for some extra useful information:
Matt Cutts shared a video last month where he talked about how backlinks might not influence rankings in the future as much as they do now. Not long after the news broke, headlines started inundating news feeds saying that “link building is dead”. The fact that Russian search engine Yandex recently abandoned links as a good ranking signal only added fuel to that fire.
But is link building really dead?
Cutts never said that links are dead or that they’re no longer a good ranking signal. He said that because of the assault on guest blogging done strictly for SEO, Google did a test trying to exclude links from the algorithm and the results were “much worse”. So while link building may not live forever, we have years before it could potentially go away, according to Cutts.
So if, for example, you’re guest posting, do it because you want to help others by sharing valuable information and advice. In return, this can help you build reputation and gain visibility on the web for you or your business. Might there also be some SEO benefit? Possibly, but if your main goal is SEO (for link building and anything else for that matter) you will make poor choices and get no results.
Bottom line: links are alive and well, just some of the (spammy) methods died.
This myth that has been circulating the web for the past few years, and while some do argue that social media is the new SEO, it’s just a myth. In fact, Google has repeatedly denied the use of social signals as a ranking factor (other than personalised search using Google Plus).
There’s tens of good reasons to use social media to connect and engage with your audience so there’s no excuse not to have a social media strategy. Just don’t do it because you believe that it will increase your rankings on Google.
If you’re using social media (which you should), use it to build brand awareness and increase visibility online. Find out on which social networks your audience is spending time online and develop presences on them as a way to connect with your (potential) customers.
Here’s three useful articles you might want to read:
In a recent video Matt Cutts, head of Google’s webspam team, talked about the biggest SEO myths he sees today, one of them being that buying ads has a positive impact on your rankings.
The myth Cutts is trying to debunk is that all the changes Google makes to its algorithms are done with the only intent of making more money. However, he reassures that buying or not buying ads has no positive or negative impact on rankings.
No one can ever deny the importance of creating great content. But it would be naive to think that that’s all you need to do to increase your rankings – just create and publish that content on your site, and expect for the rest to take care of itself and for magic to happen. You also need to help Google and your audience find your content. You need to correctly optimise your content, promote your posts, market your site to build visibility and authority, and so much more.
This myth also comes from Matt Cutts who says that people should be cautious about various SEO tools that market themselves as “the only way” to rank number one. While the market abounds of automated tools and SEO software packages, that doesn’t mean that these tools deliver on their promises or that they solve every problem you’ve ever had.
Here’s the video from Matt:
What you need to keep in mind after reading about all these myths is that you should never make changes to your SEO strategy based on a rumour or the new latest crazy idea. If you already have an SEO strategy that is working well for you, don’t change it. Stay with it and incorporate new techniques when the market has proven them out. If you don’t already have an SEO strategy or if your current one isn’t getting any results, learn the basics about SEO and stick with those until you find something else that works for you.
While almost every small business needs a presence on social media, it is easy to waste your time and money using the various platforms that are available. Inspired by conversations on UK Business Forums, Dan Martin examines ways entrepreneurs can ensure their social media efforts bring the maximum benefits.
To get the most out of social media, you need to be strategic. You could join all available social media platforms and post randomly without thought, but that’s unlikely to bring results. UKBF member ‘Fire’ recommends asking yourself three key questions:
You also need to think carefully about which platforms will work best for you. Is your target market on Facebook? Or are they more likely to use Twitter? Maybe Instagram is the place for you, or perhaps you should concentrate most of your attention on LinkedIn.
"Choose social media channels that align with the usage characteristics of your customers,” Fire adds. “Consider the demographic of your customer (typical gender, age range etc) and how they will likely engage with your business. Use these informed assumptions to focus your efforts through the most appropriate social media channel."
Content is king
If you want to maximise
UKBF member Ethical PR comments: "With Twitter, as with any social media, it's about providing relevant, interesting content for your followers/fans/target audience.
"For example on my social media spaces I talk about charity PR, PR campaigns, marketing and design that I think are interesting/quirky/best practice, charity issues, funding issues, development, economic and social issues." UKBF member 'fruch' adds: "Remember that it's social networking. Constantly shouting at everyone to buy your products and not interacting goes down as well as it would at a dinner party."
Be easy to find
If you want to engage your customers in as many places as possible you need to make it easier for them to find you, so ensure you promote your social media profiles wherever you can; on your website, in your email signature and on your website are some examples.
Are you on Google+?
It’s one of the newer social platforms but experts suggest that Google+ is growing in importance. With Google dominating the internet search market, there are indications that if businesses want to appear as high up in search results as possible, they need to have a presence on Google+.
One key benefit of using the site is the ability to claim authorship of your content. This means it will add a link to your Google+ page to all content you write, which stands out in search results.
If you use Google Adwords to promote your products and services, it is possible to link them to Google+. "You can now set Google+ annotations and reviews on your text ads which will attract potential customers to click your ad instead of your competitors," advises UKBF member Uzair Kharawala.
Google+ also recently added the ability to create a custom URL making it easier for customers to find your page.
One other big benefit of Google+ is Google Hangouts. This allows you to set up live online video streams through YouTube. "These video conversations are a great way to have more personal conversations with your followers," says ‘Vistatico'. "You can use them for many different purposes but a few good ideas to get started are product demos and customer service Hangouts which can be hosted at regular times so customers can ask questions and receive direct answers."
While the hard sell is unlikely to lead to many results, don’t completely dismiss using social media to sell; after all your business needs to make money!
IanG says: "I have a vehicle dismantling business and although I'm not all over social media like some of the larger brands, I do take the time to photograph things going on in the workshop, new parts, rare parts etc. which builds a bit of conversation. I've got a few things like stock and price lists in the notes, which help as a reference to point people to. It's not my sole source of sales but it can create some leads."
It's also worth going niche.
While sites like Twitter and Facebook appeal to the mass market, there are many forums and platforms focusing on specific sectors and industries. "I've seen massive success harnessing the raw power of the likes of Reddit, YouTube and niche-related forums," says 'God Of SEO'.
"I know one marketer who spent five hours a month posting across four related forums with his shop in his signature and managed to make over $10,000 in profit from the referral traffic."
Service your customers
Social media is a great way to deal with customer service issues. In the past, it was hard to get real-time feedback and deal with problems but social sites allow you to manage these issues efficiently. While some customers may tweet or post directly at you, others may just mention your brand without tagging your social media accounts so it’s vital that you monitor conversation. You can invest in paid-for tracking services but it’s easy to do it for free. Set up a stream in a social media management service like HootSuite or TweetDeck which shows all tweets mentioning your brand or other related keywords. You could also use a service like Tweetbeep to set up email alerts.
Most social networks now offer the ability to pay to advertise.
Twitter, for instance, allows you to create promoted tweets which appear in the feeds of users when they post particular phrases and keywords. You can also target your message to individuals in particular locations across the UK and the world. Similarly,Facebook allows business owners to pay to promote particular posts and target users with a specific offer or discount. You can also use paid solutions to build likes and followers.
But is social media advertising worth the cost?
The key to making it a success is carefully tracking your results. Start with a small budget and monitor which content and messaging works best. You can then adapt it accordingly. You also need to work out how much a customer is worth to you. How much are you willing to spend to get a lead?
"Facebook advertising can be beneficial depending on a few different things," says 'Thomas Smith SEO'. For example, how large is your targeted audience? How big is your competition? What is your budget? With the answers to all of these questions, Facebook ads can be very successful indeed.
Andy Barr, founder of 10 Yetis and a UKBF member, recently ran a promoted tweets campaign to promote a job advertisement and a piece of content. He tweeted about the results of his campaign:
Integration, integration, integration
While it's vital that you have a presence on social media, that doesn’t mean you should stop focusing on your own website.
"It should never be either-or; you need an integrated approach to marketing and handling your presence on the internet," says 'Old Welsh Guy'. "You need to have some stuff purely on your website, and some stuff purely on your social presence, then you can encourage cross pollination between the platforms you use."
As part of our Great British Business series, Jon Simon, co-founder of Pieminister explained how integrating social media with his website has been a key driver behind his business’ success. “Our Twitter account, our Facebook account, our blog, our website, our YouTube account and our Pinterest account are very interlinked,” Simon said.
"We try to drive traffic between them and as much traffic as possible to the website. That's where people get the big Pieminister experience other than walking into one of our stores. It's our virtual shop window and having that platform to communicate our company messages in a clear, concise and fully branded way is vital."
You should also remember that while social platforms can drive traffic and generate leads, you don’t own the platforms you’re using. If the social media site owner decides to delete your content, it could be problematic. Many customers will also assume you have a website and be suspicious if you don't. AlexandraS says: "A business run solely from Facebook always smacks of amateur to me. Plus of course should you choose to limit your "website" to Facebook then you are totally at their mercy should they choose to issue you a smack-down!"
source - businesszone
If you’re still caught up in SEO practices that worked in 2007, it’s time to get up-to-date — fast! Unless you catch up with recent developments in business and search marketing, you’ll get run over by the competition that’s zooming along at high speed.
Here are seven SEO truths you can’t afford to ignore.
The world is becoming flat. Boundaries between various digital marketing disciplines — such as SEO, paid search, content marketing and social media marketing — are disappearing. Even offline and online marketing are no longer so disconnected.
What people say about you offline can influence your visibility online — and what people learn about you online impacts offline sales. Your offline and online presence need to be unified to create a consistent brand experience for your customers, so ensure that these marketing teams are working hand in hand for maximum impact.
Having your site ranked on Google is not your right or due. It’s a privilege. Google owes you nothing. Don’t expect special treatment, regardless of how important or successful your business is.
Some clients consulting me only want to focus on getting new traffic. They believe their current search rankings will remain forever. That’s wrong. Placements can shift in an instant, without any warning. You’re constantly playing defense.
Search engines are important in the buying cycle. Losing your search engine rank could make a dent in your finances. Sticking your head in the sand and ignoring this reality can prove a costly mistake for your business.
Sometimes a business will lose its dominant search presence because of a minor change made to their website: a tweak to the navigation bar, a change to a page header or title tag, a new block of text added to the home page, a link included in a site-wide sidebar, etc.
Modifications like these are often suggested by a non-specialist, and the impact can be serious. You could lose your search rankings — then sales and growth stall, too.
Moving your website to a new CMS (a better one) is good, right? Not necessarily! Without a proper migration strategy in place to ensure that SEO is preserved, switching to a new CMS can basically kill your traffic and sales.
While switching to a newer CMS can often provide many benefits in terms of productivity and functionality, many things can go wrong from an SEO perspective:
Many CMS solutions advertise themselves as being “search-engine-friendly” or “SEO-ready,” but that doesn’t mean that SEO is included out of the box — nor does it mean that your current SEO equity will be preserved upon making the switch.
In most cases, “search-engine-friendly” or “SEO-friendly” just mean that your CMS has built-in capabilities that allow your team to implement crucial on-site SEO elements without the aid of a developer. This might include the ability to adjust title tags, add meta elements, define page URLs, create XML sitemaps, etc.
In other words, a search-engine-friendly CMS gives you the tools, but you’ll still need an experienced SEO to make proper use of them.
Trusting your CMS vendor or programmer to get this right is dangerous. You wouldn’t let a plumber fix your electrical wiring just because he’s working on the same wall, would you?
Programmers, designers and SEO consultants are three distinct specialists. Getting them to work together while planning your site re-design can help you avoid the situation European airline Ryanair recently faced, dropping out of Google’s search results after a website overhaul.
Many website owners and marketing managers think they are the same thing. Yes, getting your website to display nicely on a tablet or smartphone is important. But mobile SEO involves much more, including optimization for:
Many clients start off thinking about SEO as a snapshot instead of a slideshow. SEO needs constant focus and ongoing work. Everything you do is inter-connected. One change will create ripples elsewhere.
SEO isn’t just a one-time implementation of website changes. It’s a strategic initiative with many moving parts. Fixing things locally isn’t enough. Google looks at things like social signals, authority back links and user trust to rank websites. These can’t be easily manipulated or fixed through shortcuts.
Everything about online marketing and business keeps evolving continuously. New technology emerges, and it influences the way people research and buy. Traditional thinking — where marketing, technology and other components of your business were siloed into watertight compartments — must die.
Every business leader in 2014 and beyond must understand these changes. Being unaware of (or ignoring) them places your business at risk.
source - searchengineland
Five social media trends and how you can make the most of them.
Background: 2013 was the year of content creation
The search engines also present ever-changing environments where content needs to serves the reader in order to support SEO.
1. Visibility versus content
There is no doubt that 2013 was the year of content creation for online marketing. Our view is that ensuring your carefully crafted content is visible is the next priority. This is a challenge as the internet becomes ‘noisier’ and the size of social media platforms grows apace.
The era of one-size fits all communication via social media has limited marketing potential and, if the audience blinks, the message is missed. The concept of following is widely misunderstood. The question all marketers should ask: ‘Are we setting up procedures for following or just popping by from time to time on the off-chance that someone is saying something interesting which we can react to?’
Tip 1: Concentrate on well written content delivered to a highly targeted social media audience to get your business noticed.
2. Pay to play
Facebook has admitted to making it harder for business pages to obtain the reach of two or three years ago. This penalises those companies who were late to the party or those with limited resources to allocate to page management.
Coupled with shareholders requiring a return on investment, Facebook and Twitter are forcing the ‘pay to play’ model with PPC adverts and paid-for promoted content to ensure visibility. This is borne out on Rick Mulready’s latest podcast where he interviews the 10 Social Media managers from US companies and asks them for their views on 2014.
Tip 2: Compare the cost of managing social media accounts with running a pay per click campaign.
3. Companies will leverage LinkedIn Company Pages
LinkedIn, which is less dependent on advertising due to its diversified revenue streams from premium memberships and career solutions, has also introduced the sponsored update for company profiles. We are still amazed by the lack of uptake by some quite large companies of LinkedIn company page posting. We know there are major brand awareness benefits of regular posting of content.
Here are a few pointers:
Tip 3: Use LinkedIn to find the people you really want to do business with and spruce up your company page
4. Google+ to support SEO
Even a cursory examination of Google analytics shows the value Google places on social sharing and socially generated traffic to your website. It is possible to drill down into the analytics to see visitors from all the main social media platforms. This provides the social media manager with insights into which posts on the different platforms lead to the most click throughs to your website. For example, traffic to a new blog post, which has been shared on Facebook, Twitter, Google+, LinkedIn, Reddit, Stumbleupon and Digg, can be identified in real-time.
Search results for long tail keywords will frequently show Google+ posts which include the link to a relevant page on a website. For example, typing in ‘landscape design’ into Google brings up two Google+ posts on page 1 in 5th and 6th position under the strip of images.
Tip 4: Set up a Google+ business page and regularly share your content and interact with your circles.
5. Visual content: A picture tells 1,000 words, a video does it better
Social media is fast-paced and often attracts fleeting attention. The challenge for marketers is to hold that attention long enough for the audience to click onto a link to your website for more in- depth information. An image or video will help. Back in October 2013, Twitter improved the visual experience.
We anticipate further growth in the importance of images and short video clips on traffic from social media to websites. Whilst some companies might not have the resources to create complex infographics, many will require text on photos and 30 second videos made from a voice recording over a simple PowerPoint to enhance their social media content. These techniques are simple to acquire or outsource and we have experience in their production. For an example see: App of the Week.
Tip 5: Source a bank of images and short videos for social sharing.
Integrated social media strategy
In conclusion, effective social media management requires a rolling strategy which keeps up with new features and. For organisations starting out with social media, we would advise concentrating on one or two platforms initially, only adding another as each is fully appreciated for its benefits. The ROI from Social Media Marketing is just measured by sales figures but rather a complex set of outcomes which financially-orientated management might find frustrating.
Failure to participate in social media at all is leaving potential on the shelf. Whilst launching headlong into the full social suite is likely to result in an overwhelming drain on resources. Social media marketing should be integrated into your other online communications – blogs, email, e-books and website content – at a minimum and, in our opinion, is best applied as part of your overall marketing strategy.
All these points require that all important social media strategy, integrated with your marketing plan.
Source - businesszone
Tim Pritchard, SEO specialist at SellerDeck, offers a 10-point guide to how online retailers can get their website pages ranking on page one of search engines by using keywords that attract less competition.
Much of the SEO buzz around at the moment seems to be about creating low competition keyword campaigns. We all know it’s vitally important to get your keywords right because, along with your inbound links, keywords will be one of the most important factors in making sure you rank well for the appropriate search terms.
The problem is that, at the time of writing, there are over four billion web pages and any search for something within your specific market will no doubt bestow many millions of results. How can we make sure our pages are appearing in the top 10?
Here I'm specifically looking at SEO from an online retail perspective, as I believe an ecommerce keyword campaign is a completely different beast. Most ecommerce sites, however niche, will generally have a selection of products on offer and it’s important to consider each of these products as its own entity.
Don't underestimate the importance of spending time on your research and making sure you get it right. A rushed keyword campaign could potentially set you back much further, whereas a well thought out, well structured and well executed keyword campaign can reap huge rewards. Your keywords shouldn't just be driving more traffic, they need to be driving more relevant traffic, which, in turn will increase your conversion rates.
So here's my 10-step guide to creating great low competition keyword campaigns.
1. Understand and segment
Before you start trying to create appropriate keywords, segment your products, your industry and your competitors. Are you creating an overall campaign, or are you concentrating on one particular product or group of products? The more research you can do at this stage, the better.
2. Invest in a good keyword tool
To work on your keywords, you will need a good tool. There are some decent free keyword tools available like Google’s Adwords.
However, investing in a specialist tool like Wordtracker or Jaaxy will help to identify true competitive ratings and the power of each keyword.
A good tool will also make suggestions for alternatives to the words and phrases you search for. Look out for those that have lower levels of competition, but a decent amount of monthly searches.
3. Use Google Instant
Google Instant is what happens when you start typing something into the Google search bar, and it suggests things to search for. This is incredibly handy, as it gives a brilliant insight into what others are searching for, which helps with the ‘long tail’ keywords. You can then combine using a keyword tool and Google Instant to come up with new and fresh ideas for keywords to optimise for.
4. Do your competitor research
When you have come across a keyword (short or long tail) that you like, search for it within speech quote marks (e.g. "low energy lighting). This will only return results for that exact phrase.
You can see the exact level of competition you're up against, and even have a look at how some of your competitors' sites are set up. Try installing some SEO keyword toolbars (such as the Moz Toolbar for Chrome), that will help you to identify which keywords your closest competitors are optimising for.
5. Avoid keyword cannibalisation
This comes down to good segmentation and research at step one. You should always try to avoid over-optimising for one term, thus creating competition between your pages.
Contrary to popular belief, having your 'overall' keywords strewn throughout your entire site will not actually help you. What will actually happen is that rather than Google knowing the exact page to return, based on a query, it will have to choose between a number of pages and may not actually return the best page. This can then be detrimental to your click through rates and if people aren't clicking the link, it will suffer.
6. Get your 'Title Tags' right
The Title Tag is considered one of the most important aspects of SEO and tells Google what you're all about. Your Title Tags should all be unique, accurate to the page and set up right. Title Tags need to be under 70 characters (any longer will be wasted/unseen text) and contain your primary keyword, your secondary keyword and company name, in that order.
Of course, this all has to be written as a sentence that makes sense to a human whilst being well optimised for robots; no one said this was easy!
7. Don't forget your images
I write a lot about how important your content is. After all, people visit, link to and return to your site for the content, what else? Content isn't just your text; it's the images as well. Make sure your photographs are sensibly named and you make good use of Image Alt attributes to describe the picture and use the relevant keywords.
8. Make small changes
Don't feel that because someone on the internet told you that keyword campaigns were important, you need to go changing your entire site. Google loves fresh content, but change can be detrimental in the short term. Instead, try making small changes, work on one section or page of your site at a time.
9. Don't forget analytics
Following on from making small changes, keep an eye on your analytics to see if these tweaks have worked, and make adjustments if things aren't going well. Allow some time for changes to truly make a difference, but we wary of getting caught on downward slide.
Don't be afraid to really get stuck into your analytics and go beyond just visitor numbers and basic data. Analyse the keywords being used, traffic funnels, entrances and exits to get a good picture of visitor behaviour on your site.
10. React to the world around you
My last tip is that basically this process doesn't stop. As an ecommerce merchant, you will always have new products, but it goes beyond that.
Keep an eye on world events, industry trends and TV programmes in order to add relevant content (e.g. blogs , how to videos, useful links) as quickly as possible so you benefit from searches for topical keywords.
So there's my 10-point plan for creating great keyword campaigns. It can be a bit of trial and error, but with good planning, industry knowledge and great execution, it can be as easy as ABC.
source - businezszone
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