Tagged with " search engine optimization"
Occasionally it can be a bit of a frustrating go of things with a client when they’re not willing to be educated on the finer points of SEO. It isn’t a common occurrence, but it does happen from time to time.
To hopefully help nip things in the bud before the bad information digs into you too much, here are just a couple of the more useful points to bear in mind. One of the bigger points that seems to escape the marketing folks out there is that proper optimization is not a one time thing. There’s no such thing as a fire and forget method that will work for everyone out there. Every site, every client, every niche market needs to have it’s own individual and unique attention. Adaptation and constant evaluation are necessities in order to keep your positions in the results pages.
Every client we take on we always ask to provide us with their ideal keywords. Sometimes they’re realistic – say they sell camper trailers and they want to rank locally for their term, it’s an intense process but it can be done. Where it starts to get a little silly though and we need to advise some restraint is if that same client wanted to rank all across Canada for the term “RV” for example. Could it be done? Sure with enough time, money and work we could likely make the site show up but would that really be the best use of time and resources?
The last point I’ll touch on for today is one that’s a little more obscure to a site owner, but it doesn’t make it any less important than the others. It actually enters the realm of not only SEO and how search engines find and rank your website, but your customers and visitors. While we’re working together to build and rank your website you need to bear in mind that you’re not only trying to rank your website better in the search engines, you’re also trying to convert those visitors to paying customers, email/newsletter sign ups, or even just contact information for an offline business. You can’t build a site for your purposes only, nor can you build it for just the search engines – your visitors are always your end goal.
There’s a number of tactics which can be used to rank your website using off site methods, all with the goal of garnering those elusive backlinks for your website. There are however, a handful of types of backlinks which you should ensure that your search engine optimization provider makes it a point to avoid. When you’re discussing your strategy with them it would be wise to keep any of the following terms in mind.
Directory links used to be a common method to gain a huge amount of links to point back to your website, the idea being that the cumulative weight of the mostly relevant content delivered more authority to your website. In the last couple of years though there has been an influx of poorly written and low quality spun content, and with the introduction of Panda and Penguin it essentially ended the value of using this type of linking strategy. While it won’t tank your your website rankings or your site marketing in general, it doesn’t add any value and may eventually become a negative marketing technique.
It is a good idea to generate press releases for your business every now and then just to generate link bait articles linking back to your business and website. What you don’t want to do however is spam low quality press releases like you’ve just painted your office or bought a new delivery vehicle for example. Practical, positive press releases are what you’re after, client signings, business growth, and the addition of products and services are all good points which if written well can generate traffic in your niche market. At this point in the search game the a good portion of the known spammy press release sites have been disregarded by Google, so if you’re contemplating releasing one, make it a great one.
The time it takes to manage all of the backlinks you currently have pointing to your website, weighing their context and their value is all part and parcel of the SEO package. It is a cost that is always a part of your online branding campaign, and not a minor task. This is a large portion of our time as an SEO agency which we have to devote to your campaign to ensure that you’ve got the best possible chance to be found in the top results of the search engines.
There is a buzz that has been steadily getting louder with online marketing and while social media isn’t going away anytime soon, contrary to what some blogs and outlets decry it is not the one stop marketing shop that fills every niche for you.
The big brouhaha really took on a life of it’s own with some of the recent Google updates which led marketers to believe that in order to have any presence on the web, it was mandatory that you have, use, and promote your Google+ profile page. There have been a number of independent studies conducted and I’m not going to copy and paste hundreds of lines of text into the blog, the basic run down is that having a G+ profile is not the holy grail that it was purported to be; correlation does not imply causation. That is not to say however that there isn’t any merit in using Google’s social network, there is about as much success to be gleaned from using it as there is from Facebook, you just have to be clued in on how you use their social services.
Social media optimization and marketing has had a place in the marketing world ever since the days of Myspace and phpbb forums, and all the way back to professional sports. It’s the somewhat the same as running the advertising campaigns inside a baseball stadium that has the outfield lined with ads and sponsors, or like a hockey game with the boards around the ice dotted with advertisements. The best way to get your use out of social media marketing is to be very quick, and very clear with your message. As it is, there are users and companies out there who develop browser plugins and apps to block Facebook advertisements, both in the news feed and on the side panels due to their message being invasive to a users timeline. So you need to be able to deliver your message quickly, clearly and you need to realize that just because you post and advertise via social media that you can’t stop working on your website and it’s optimization. Social media optimization has no direct effect on your websites position in the results pages. If you were sitting on page 8 before making up a Facebook of Google+ post and do nothing to support your advertising, you’re not going to be making any rankings changes any time soon.
Misinformation and outright lies abound on the web regarding almost every topic out there, but it seems that one of the most proliferant out there are the myths and untruths about search engine optimization.
The most obvious one to bring up and discount right off the bat is that SEO itself is a dead industry. There have been a dozen or so very major updates to the search engine algorithm with Google, and everytime they make drastic changes the sky begins to fall. But to outright say that the search game itself is dead and over just because one of the players makes a change is heavy handed and sensationalist in order to generate an article full of link bait. Methods which properly used can actually generate a decent amount of link bait, one of the basic methods of generating traffic flow to a website, a.k.a – search engine optimization.
And to somewhat follow in the same train of thought, if it isn’t dieing then it’s surely cheating if you can make a site rank for any of its key terms. Search engine optimization really isn’t a difficult advertising theme to understand if it is all you do every day. But when you have the joiners hopping on board comprised of web designers, and even old media industry giants like newspapers and yellow pages, when they’re unable to actually perform in the extremely competitive SEO arena it is easy to say that everyone else must cheat or spam to win. That’s just like the kid at school that hates losing who wants to take his ball home when he can’t keep up during the soccer game, either do the work to get better, or pay the people who can.
To continue a moment on the thought that search engine optimization isn’t a difficult industry if it’s what you do consistently, here is some free advice for all of the new comers out there. If you feel unsure about what you’re doing with SEO, or you’re unsure of a certain method or implementation of a tactic, stop. Stop trying to push your site up the search engines by following the posts you find in forums, and stop trying to get your IT guys to do the work that they’re not qualified to do. Properly working within the search world can sometimes be like a constantly moving game of hop scotch, if you miss a jump or step where you’re not supposed to, you’ll find yourself completely out of the game. Not a position you ever want to find yourself in.
If you really want to know, the real secret to high quality search engine optimization is you’re already here.
Ever since Google has passed it’s most recent milestone of 15 years of age, they have begun a new wave of algorithm changes. And true to the nature of the marketing world in general, SEO is once again dead as an industry.
I would like to get one point out of the way before we get too far into this, and that point is that search engine optimization is not going to die because of the recent changes. That’s a load off of my mind, now to address the most recent changes in the search world, and why the internet marketing world has changed, but only for the better.
Addressing the most recent update that Google acknowledged, one which they’ve nicknamed Hummingbird, has made a big splash on the scene over the weekend. The purpose of the change to the algorithm was to introduce more semantics into the search world, and is designed primarily to bring the user more relevant results, faster than before. It’s a great idea in the long run for search and for users, as the whole idea is to deliver highly relevant results to get you to your destination faster. But this change, regardless of how much it has changed the search algorithm is still not the end of SEO. The semantic addition to the algorithm for the first part, only makes highly relevant and optimized content be more friendly to the search engines. And the chief reason I know it isn’t the end of search is the algorithm was updated over a month ago. If search engine optimization was going to die due to the Hummingbird inclusion, it would already be dead and buried.
The other major addition to the search world has been the shift by Google in particular, to encrypt all of the search terms used when performing any search. I have already dissected why the encrypted searches aren’t a factor to any real online branding agency, so I don’t need to go into great depth. But just like the Hummingbird update isn’t going to end the search game, neither will the encrpyted search terms.
What these updates will do however is change the game enough that the posers won’t be able to swim in the deep end of the search pool anymore. Time is up kiddies, shuffle off to the shallow end or leave all together, it’s time for the big people to have a swim.
One of the most important steps in any endeavour regarding your businesses website is having a consistent point of contact between the client and the agency. With how easy it is to dig up information on anything you like on the internet however, this point of contact can quickly turn into a road block to moving ahead with a project.
There is absolutely no shortage of information online regarding search engine optimization and about it takes only a simple search to find millions of pages on the topic. A growing problem as of late that seems to be plaguing the industry is the increasingly rapid growth of poor information surrounding the subject. The inclusion of all of the searches being returned via Google turning into a value in your analytics hasn’t been helping the cause either, there has already been a handful of knee jerk reactions across the web and cries of “The end is near!” Here is the thing though, nothing has changed in the SEO world, only in the world of analytics. So before you subscribe to the theory of doom and gloom that the online marketing world is dead, call Freshtraffic, a real online branding agency and speak with someone that has a clue before you tank your website and it’s rankings.
Not to be left out, even the world of web development and design can be brought to it’s knees by an.. overly attentive client. When you’re having a website designed and developed to fit all of your wants and needs for your online presence, there is really only one major point to keep in mind – when your designer/developer strongly advises you use a certain method, you should probably pay attention as they have spent more time with your website than anyone else at that point. Depending on the software being used to develop with, and what your website needs are there are certain steps which need to be adhered to in order to maintain good web design practices all around. Where we run into some of the more egregarious problems again, comes from the prevalence of information on the web. It can be a daunting task in itself just to keep a design on track, and not end up with an example like below. Just remember we’re all in this together and are all working to achieve the same goal.
CLIENT: This red is terrible! Why did you pick this red!?
ME: It’s the red from your logo. I can change it to the blue if you would prefer.
CLIENT: No, no, no… I’m sending you a word doc right now. It’s perfect. Use that!
Only then opening the file to find text with a rainbow gradient and neon pink shadow.
There are always changes in the search game, but with some of the recent changes is Google trying to change the rules enough so that they’re the only player in the game? Perhaps a little bit of a backstory is in order, I’ll aim to keep it as streamlined as possible.
A couple of years back Google introduced the newest addition to their search tool, if you wre signed into your account you could visit the secure version of Google.com to perform your searches. The end result of using the secure site was your keywords were not passed through to the website you eventually landed on, guaranteeing you some level of privacy – this was in 2010. This primary iteration of the search term accounted for maybe 10% in your analytics software. In 2011 they took it a step further and removed the need to use the secure site of Google.com, and instead pushed the privacy settings on to anyone who was signed into their account. In 2011 this translated to be the constant 25%-35% amount that search agencies grew accustomed to seeing in their analytics software when poring through a clients analytics. This was pushed slowly down the line and was added to the omnibar search in the Google Chrome browser and the search team mentioned they were working to make it a full time feature.
The most recent, and most drastic change has come about resulting in a full time secure search experience for any user, regardless of browser, being logged in or even having a Google account. The result from an analytics stand point? The result in analytics software jumped from a normal 25% to nearly 75% of the searches for a single day. Over the long term this would make any search agencies job more difficult to be sure. The thoughts are maybe this swift, unannounced change is due to the NSA spying scandal that has been making rounds in the news, another more lurid idea is that it has been done to boost ad sales in the Google AdWords platform.
The idea that Google would use the encrypted search results to push more businesses into using AdWords may sound outlandish, but over the last couple of years Google has made some interesting acquisitions. Between 2010 and 2013 Google purchased ownership, or partnership in strategic ad companies. One handles ad exchanges, another handles SEM and crowd sourced funding, and another goes even further to promote full advertising and ad handling services within Google. All of their purchases combined puts Google in display media advertising, social media agency growth, and has ownership and partnerships in different AdWords agencies.
So a quick recap takes us to where Google has picked up a handful of new advertising and ad delivery systems, as well as having implemented an entirely secure search environment. How these two systems work together is why it may be seen that Google made the drastic shift for their gain. Although the encrypted search returns a value of where organic search is concerned, paid search analytics are unaffected. Back to the original thought then, has Google changed the game enough that they’re trying to make themselves the only game on the web?
When you’re designing a website for your business, you need to make sure that you’re making the correct decisions, and not putting yourself in the realm of always playing catch up with the search engine guidelines.
One of the biggest issues that we run into with new businesses and their websites is the content that they use, or the lack of it. It’s one of the most unpopular conversations to have with a client, but your content and the keywords you use within it can be the first, largest hole to help your site sink or swim. There is a fuzzy number out there, by that I mean there is no real concrete answer – only best guesses, and as to the proper amount, the search engines aren’t talking. On average, you should be delivering your site message and it’s keyterms somewhere in the range of 3-5% of your total content density. Quick and dirty explanation would be if you write a page about the color blue that is 100 words, you’ll want the word blue in there 3-5 times – sounds simple right? It really is, the problem is the other 95 words, they still have to fit the theme of the site/page and can’t just be gibberish, so try not to focus on numbers and shoot for well written, easy to read content for your site.
There are two other points dealing with content that we stress when speaking with our clients, one is the always growing social aspect of the web, and the other is spam, or the appearance of spam.
Where the social web is concerned, having your site and your PR people active on Twitter and Facebook is a good thing, as the jury is still out on just how much this benefits your SEO campaign. But you need to bear in mind that those efforts alone will not drive you up the search results pages. When you boil it all down to the roots, it’s your website content that will drive your site up the SERPs and brand your small business online. Social media leverage is great, but your content is paramount, don’t miss the forest for the trees so to speak.
One more point about your content, and it has some to do with the nature of keywords and the language you use when you put it all together. It’s an unfortunately common occurrence to find out that the reason your site has never done well with results is because with the way you’ve written your content it comes across as spam. It’s the difference between being spammy and readable that plays to your favor with the results pages. A quick and simple test to find out if your content is on the wrong side of that line, is have someone read it out loud to you. Trust your instincts about it, if it sounds funny you’re much further ahead rewriting your content instead of being caught on the wrong side of the search engines wrath. Don’t worry about the numbers and the figures about your content, make it readable, make it relevant, and the web will do the rest of the work.
Are you ready for the Christmas holidays yet?
I know it may seem early to start talking about bringing traffic and visitors to your site when we’re more than 3 months out from Christmas yet, but if you want to get really technical, you’re almost late to the party. There is a timeline which use with any client, and depending on your current online situation that time frame can be adjustable. We normally tell a new client to stick with a primary campaign for at least 3 months just to start appearing consistently for the majority of their keyterms. The reality that we share and make readily known is in order to start making consistent conversions on your site it’s actually closer to 6 months. Does Christmas seem so far away with those time frames in mind?
While the internet has gotten much quicker and more efficient at sharing information, it still takes time for your name and branding to work its way through the web. There isn’t a straight pipe directly to the customers you’re after and only them through the organic listings, you’ll have to leverage a pay per click campaign to potentially accomplish those goals. The positive side of a PPC campaign is instant visibility with your ads and keyterms, with the downsides being that most people know they are ads, there is a monetary cost to each click, and you’re limited by your budget for those terms. If you have a very limited budget, and we’re only 3 months out from Christmas you don’t need to throw in the towel just yet.
You’re likely in business to get ahead for yourself, and sometimes with being a fledgling business you don’t have the thousands of dollars that it can potentially cost to go up against the big players in your marketplace. If you find yourself in that position, you need to adjust your sights and realize that a page one top 5 placement before the online shopping season hits is mostly impossible, but that doesn’t mean you have to lose out on everything. You should still start that organic marketing process, and I hate to say it, because Valentine’s Day is only 5 months away. So what to do? Leverage social media and get your name out there, all it takes is your time – there is no outright financial cost to social media.. Post your sales on your Facebook page and cross post them to your Twitter account. Engage your current customers with minor discounts to bring in a friend to purchase items and get your name and business to spread through the social web. The social web is a more convoluted path to getting your message out there, but word passes much quicker than with the organic web. You may not be able to harness the conversion power of thousands of visitors a day, but that does not mean you should give up on the handful that are already part of your existing client base.
Search engine marketing is a difficult market to thrive in , and it makes things more difficult for a business with sometimes a brand new site, or even with a site which isn’t been built to be search friendly – yes that is a legitimate problem to this day. In order to help our clients understand some of the issues with the search world, we often relate to them information regarding the following points.
One of the most important things to understanding search and where your website appears in the results is that on any given day, depending on how the search company feels, they can change their algorithm and the entire results page will change. Typically you’re not going to see a complete upending of the results unless there have been significant changes in the algorithm, but a shift of 5-6 spots isn’t unusual to see. The search engine results pages are an ever changing portrayal of the web, so if you’re looking for your position on page one that was there the day before, don’t automatically die a little death if you’re suddenly on page 2. To think of it another way – shift happens.
Going hand in hand with the fluidity of the results pages, before you get knee deep into building your online brand you need to realize your market is not a static one either. A simple way to explain this is with an inside joke about search engine optimization:
An SEO walks into a bar, pub, inn, restaurant, club..
When you’ve contracted a search expert to work with you and your website, you need to pay close attention when we require you to re-evaluate your search targets. On a typical day we will spend a few hours going over your terms and evaluate those against the current search trends. Sometimes being able to think outside the box for your own market can bring you some of your highest conversion rates, and keeping things as simple as possible can also lead to the same end result.
And lastly, one of the more important points that you need to bear in mind during a search campaign is in the online world, there are no quick fixes. Short term SEO, or band aid fixes for website problems aren’t the correct way to deal with any ranking issues you have, and if your SEO is pitching them to you it’s time to start looking for a new provider. With some of the changes in the webmaster guidelines some of the methods you previously could use to give a bump of visibility can even turn around to bite you and end up driving you down the results pages instead of up.