The COVID-19 pandemic has upended the way we engage with local businesses. We’re ordering more food for delivery, spending more money in online shops, and checking for safety measures on the web listings of businesses of all kinds. But what do these new trends mean for the ways businesses market themselves online?
We asked five local SEO experts to zero in on the trends and tactics businesses across five industries should focus on to get ahead — and stay ahead — during this time.
Understanding search intent can be the secret ingredient that brings your content strategy from okay to outstanding. As an SEO Strategist at a digital marketing agency (Brainlabs), we often find clients on the brink of ranking success. They’re sitting on stellar content that simply isn’t ranking for their target keywords. Why? Oftentimes, the keywords and the intent simply don’t match. Read more… https://moz.com/blog/search-intent-and-seo-a-quick-guide
Showing related posts below your post are a great way to keep visitors on your website. That’s why lots of site owners already use related posts to reduce the number of visitors that leave their site after reading an article. You could say that a related posts section is the glue that binds posts together. But how do you make sure your related posts make sense? And how should you add them? In this article, I’ll tell you all about it!
A website gives you the opportunity to target the entire (online) world. Local SEO, on the contrary, is focused on ranking higher in your local area. Especially now, in the COVID-19 crisis, when people are trying to reach you more often online than offline, it’s worth investing in it. You’ll have to make sure your local audience will find you on Google! In this post, we’ll explain what local SEO is and guide you to more in-depth readings to make your website findable in your area.
SEO has become more important than ever, but it isn’t all meta tags and content. A huge part of the success you’ll see is tied up in the inevitable business negotiations. In this helpful Whiteboard Friday from August of 2018, our resident expert Britney Muller walks us through a bevy of smart tips and considerations that will strengthen your SEO negotiation skills, whether you’re a seasoned pro or a newbie to the practice.
SEO is one of the most misunderstood and misinterpreted terms in the world of marketing. SEO’s unfair characterization as a kind of alchemy over the past decade has caused many otherwise savvy business people to devalue its importance as part of a good, solid marketing plan for small, mid-sized, and even large businesses. Many continue to ask why SEO is important for businesses.
I find this extremely unfortunate because SEO is a very viable marketing outlet that can bring your business more qualified leads and customers. Moreover, studies have shown that SEO can have a better ROI than traditional forms of marketing like TV and print ads. Like any other marketing method, SEO isn’t magic, but it provides a business visibility, branding, web traffic, a high ROI, credibility, and insight into customer behavior. Let’s discuss each of these in turn.
“Content affects everything in SEO,” Crowe said. “From your site structure and internal linking strategy to the types of links you build.”
To succeed in 2020, you will have to write something that is relevant and valuable, said Tony Wright, CEO, WrightIMC.
“This means that SEOs need to learn how to write or hire people who know how to write,” Wright said. “Google’s editorial discretion isn’t perfect yet – there will still be content that ranks that shouldn’t. But the day is coming when the best content will win.”
Make it your goal to have the best content on the web for your topic, or at least an important subset of your topic, said Eric Enge, General Manager, Perficient Digital. By doing so, you will be future-Google-proofing your business.
“This allows you to compete effectively for long-tail searches (which still remains about 70% of all search queries), will help build your site authority and demand for your content, and can be done in a directly ROI positive way,” Enge said. “In addition, this type of approach to content is exactly what Google is looking for to satisfy user needs and represents the type of market investment that Google will likely never make, because Google is about doing things with massively scalable algorithms.”
Jesse McDonald, Global SEO Strategist, IBM, and Jessica Levenson, SEO & Content Strategy Consultant, both said 2020 is the time to move away from the obsession with keywords. Stop targeting individual keywords, chasing pageviews, and “spraying and praying” with content.
McDonald said to focus more on topics.
“The goal of switching the mentality to more of a topic-focus is to create content that addresses an entire conversation holistically as opposed to just worrying about the single keyword a page should be targeting,” McDonald said.
Levenson said to adopt a deliberate and methodically organized cluster of content that delivers comprehensive and intuitive topical experiences while meeting business objectives.
“Know what answers the user needs next,” Levenson said. “Boiled down:
Understand who your audience is and how they search.
Understand the intent behind the questions they are asking or problems they need to solve.
Give them solutions or answers in the formats they prefer via on-point, quality, and authoritative content.
Execute in this fashion for every stage of their journey to create a satisfactory topical experience that serves their needs again and again.
Iterate because just because you do it well once doesn’t mean intent won’t change or someone else won’t do something better.”
Another thing to watch out for, according to Aja Frost, Head of Content SEO, HubSpot: content cannibalization.
“I’d recommend auditing all of your content for overlapping rankings and merging, redirecting, and archiving as needed so every page ranks for a unique set of keywords,” Frost said. “If your website covers the same topics again and again, even if you’re covering these topics from different angles, your pages are going to knock each other out of the results.”
In 2020, it’s time to take a hard look at the quality of your content – and optimizing that content for users rather than search engines, said Michelle Robbins, VP Product & Innovation, Aimclear.
“In a way, the key to staying successful in search marketing 2020 is the same as it ever was – put out good content, with consistent brand messaging, in all your channels,” Robbins said. “As the search engines become ever more adapted to natural language understanding, the best-written content – in all forms – will win the day.”
And in the world of international SEO, the time is now to invest in good localization of content, said Motoko Hunt, President, AJPR.
“Many global websites have poorly translated content that hasn’t been edited for the local tongue,” Hunt said. “It’s not the placement of the keywords, it’s about how well your content is written for the local audience.
Search engine optimization (SEO) very much revolves around Google today. However, the practice we now know as SEO actually pre-dates the world’s most popular search engine co-founded by Larry Page and Sergey Brin.
Although it could be argued that SEO and all things search engine marketing began with the launch of the first website published in 1991, or perhaps when the first web search engine launched, the story of SEO “officially” begins a bit later, around 1997.
According to Bob Heyman, author of “Digital Engagement,” we can thank none other than the manager of rock band Jefferson Starship for helping give birth to a new field that we would grow to know as “search engine optimization.”
You see, he was quite upset that the official Jefferson Starship website was ranking on Page 4 of some search engine at the time, rather than in Position 1 on Page 1.
Granted, we may never know if this tale is more revisionist history or 100 percent fact, all signs definitely point to the term SEO originating around 1997.
Do a little more hunting around and you’ll see John Audette of Multimedia Marketing Group was using the term as early as February 15, 1997.
Ranking high on search engines in 1997 was still a pretty new concept. It was also very directory driven. Before DMOZ fueled the original Google classification, LookSmart was powered by Zeal, Go.com was its own directory, and the Yahoo Directory was a major player in Yahoo Search.
If you’re unfamiliar with DMOZ, the Mozilla Open Directory Project (remember, Mozilla was a company and Moz was a brand well before SEOMoz), it was basically a Yellow Pages for websites. Which is what Yahoo was originally founded upon, the ability to find the best websites out there as approved by editors.
I started doing SEO in 1998, as a need for our clients who have built cool sites but were getting little traffic. Little did I know, it would become a lifestyle.
Then again, the World Wide Web was still a pretty new concept at the time to most people.
Today? Everybody wants to rule the search engine results pages (SERPs).
Numbers kind of pop out at you. These are examples: “5 Signs of a Zombie Apocalypse” or “How Mutants Can Save 22% on Car Insurance.”
Cognitive Bias – Standout specific – When you see these in SERPs, they tend to get a slightly higher click-through rate sometimes. This works because of a cognitive bias. Our brains are trained to find things that stand out and are specific. When you’re scanning search results, that’s a lot of information. So your brain is going to try to find some things that it can grasp on to, and numbers are the ultimate things that are both specific and they stand out. So sometimes, in certain circumstances, you can get a higher click-through rate by using numbers in your title tags.