SEO

Adam Smith | May 8, 2019 | Leave a Comment

How to Do SEO Well

This is a guest post from Stephanie Soloman.

We live in an era where the Merriam Webster dictionary now recognizes the word “Google” as a verb. This is because as the internet has become more and more ubiquitous in our lives, we have become increasingly dependent on search engines, mainly Google, to help us navigate the web and all it has to offer. However, this dependence on Google has also given rise to search engine optimization, also known as SEO.

What is SEO?

Google uses AI algorithms to “crawl” the web and find the content that will provide what searchers seek as quickly as possible. No one knows exactly what this algorithm is, but we have a pretty good idea of what it seeks.

SEO is essentially an attempt to reverse engineer Google’s algorithm so that your content will appear near the top of search engine page results (SERPs).

However, technically speaking, SEO is not exclusive to Google. It also applies to Bing, Yahoo, and other search tools. But Google is exponentially more popular, which is why most SEO experts focus on Google, and that’s what we will do in this article.

Doing SEO Well

Here are some of the most important steps to doing SEO well:

Step 1: Step into Google’s Shoes

Google seeks to make it as easy as possible for people to find the information they seek on the internet. As a result, to rank well in Google, you need to provide that information and then let Google know you have it and are the best person to show it. You do this with:

Keywords. The actual search terms people use to find information on the internet
Backlinks. Of all the things that go into search engine rankings, backlinks, meaning links on other sites to your content, are one of the most important. Each links signals to Google that someone else on the internet thinks your content is relevant, and if you get enough links to your site/page, then this will demonstrate you’re an authority and deserve to be near the top of search results. Social media shares also have a similar effect, although links tend to count for more. But not all backlinks are the same. Those that come from high-authority, relevant sites are worth much more than those that come from irrelevant or unknown sites, so keep this in mind as you start building links.
Relevance. Google doesn’t want people to waste their time. If they put something at the top of search results, it’s because they feel it is relevant and useful. This is usually measured by time on page because this indicates they’ve found the information they were seeking.
Multimedia. Images and videos tend to make content better. Including them won’t automatically boost your rankings, but if they are high-quality and relevant, they will provide a boost.
Mobile friendly. Google recognizes that most people surf the web on their phones, which means sites that are optimized for mobile browsing will do better. However, nowadays, most websites do this automatically, but check just in case.
Load speed. Sites that load faster rank better. This makes sense when you think about it, for people tend to leave sites that don’t load, which reduces time on page and signals to Google that the content is not good.

There are countless other factors in Google’s algorithm, but these are by far the most important. They are combined into a score known as a Domain Authority (DA), or, for specific pages, Page Authority (PA). Typically, the higher your DA and PA, the better your page will do, although this is not a hard and fast rule.

Step 2: Design Content the Right Way

When designing content for the web, you must keep in mind the way people read things on the web, especially because this is also how Google will evaluate your content. Here are some tips to help you create good content that will perform well with search engines:

Include your target keyword in the title, the first paragraph, the last paragraph, and at least one subheading.
Shoot for about 1 percent keyword density, but always prioritize writing naturally. If you stuff keywords, you will get punished. Synonyms and related keywords are a good way to improve your content without harming your content.
Only target a keyword once.
Use subheadings with related keywords and short paragraphs.
Include images and edit the “alt text” to include your keyword whenever it is natural to do so.
Embed videos whenever it makes sense to do so
Make sure the content reads well and is grammatically correct. Google doesn’t technically look at this, but if readers see bad grammar in the first sentence, they are much more likely to leave, reducing time on page and hurting your rankings.
Write longer content when it makes sense. Google tends to reward longer pieces, but quality is still always better than quantity, so don’t write more if it’s going to sacrifice the overall article quality.

Do Keyword Research the Right Way

Keyword research is critical to any good SEO strategy. This refers to the process of identifying which keywords you’re going to target.

However, it’s really easy to do keyword research the wrong way, and this can waste time and money. Here are some tips to help you take a good approach:

Determine the objective of your SEO campaign. Do you want to drive sales? Drive traffic? Get new followers? This matters because if you are going to go after sales, you need to target keywords that people search for when they’re looking to buy, the most common being “Best X for Y,” but “Reviews of…”, “Where to buy…?”, “Comparison,” etc. are also relevant. If you’re just after traffic, you can cast a wider net.
Be realistic about keyword difficulty and volume. To do keyword research, you’re going to want a keyword tool. Google Keyword Planner is a popular choice because it’s free, but AHRefs is another great option if you’re willing to spend some money. These tools are helpful because they not only help you search for keyword search volume, but they also give you an estimate of how difficult it will be to rank on the first page. If you’re just starting out, go after topics that are relatively uncompetitive, or if you must go after more difficult terms, get ready to build a massive campaign.
Don’t forget about long-tail keywords. When doing SEO, we tend to get drawn in by terms that promise to deliver tens of thousands of visitors. But the broader the term, the harder it will be to rank for it. For example, ranking for “smartphone” is going to be nearly impossible unless you already have a super high authority site. The alternative is to go after lower-volume, long-tail keywords that are more specific but easier to target. For example, instead of trying to rank for “smartphone,” you could go after, “how to make my smartphone battery last longer.”

Furthermore, you will need to come up with a long list of keywords around which you will create content. But you don’t need to rank for everything. Some posts and pages need to be written about topics relevant to your target keywords so that Google can see which niche you’re in. So, to continue with the smartphone example, you would want to make sure to also have content written about phone carriers, phone features, designs, cases, etc. This will signal to Google what you’re about, which will make it easier to rank for your target keywords.

Invest in Great Content

By now it should be clear that the content on your site must be top-notch if you want to rank well. But you also need links, and this means doing content marketing. You need to either write guest posts for other blogs that are relevant to your niche, or you need to create content you can share and that will attract links on its own.

People have been trying since the beginning of SEO to cheat the system and get lots of links for cheap. Some work, and some don’t, but if your links get identified as scam, you’re in big trouble. As a result, it’s much better to take the high road and just create great content. It might take a little longer, and it will be more expensive, but it will pay off in the end.

To do this, pay writers and other content specialists what they’re worth, and don’t be afraid to pay more for quality. You get what you pay for in this world, and this most certainly applies to the content you create for your SEO campaign.

Be Patient

Entire books have been written about how to do SEO well, so what we’ve discussed is really just the beginning. However, these points are also the building blocks of any good SEO strategy. Learn them well and apply them, but also start training yourself to be patient. It takes at least two to three weeks for Google to notice new links and other changes in your content, and if you’re just starting, it could take up to a year for you to really notice results. But if you create a good plan and stick to it, then SEO can take you and your business everywhere you want to go.

Courtney Gordner | November 29, 2013 | 2 Comments

The Right Way to Use Infographics for Your Business’ Blog

Infographics are one of the most effective solutions for delivering your business’ message. When used properly on a business blog, they provide readers with an immersive and visually appealing form to digest information. Certain types of information, especially statistics and data, read blandly amongst big blocks of text. Infographics encourage readers to become engaged in the information, propelled by visual representations that help solidify your message. When used correctly, infographics on your business’ blog can be resoundingly effective. Here are some infographics tips to consider:

Utilize relevant statistics

First ask yourself: what services does my business provide? Secondly, what aspect of society causes my business’ services to be a desirable commodity? Reinforcing why others need your business’ service can be accomplished through relevant data. For instance, if you run a home insurance company, you can highlight how the number of burglaries is increasing in a specific area. Any information on infographics that reinforce your business’ necessity will help convert visitors to clients. Here’s an example from an alcohol rehab facility. Notice how their facts and figures are relevant to their practice?

Choose color schemes that blend well with your blog’s theme

Although information in an infographic is the most essential aspect of them, the color scheme is also important. If infographics stick out like a sore thumb, visitors to your business’ blog will be more encouraged to leave than to engage in the content. If possible, choose infographics whose colors are similar or cohesively matched to your blog’s theme or layout. If you noticed in the example above, that blog used similar colors and the infographic looks like it fits.

Organize information creatively

No one wants a Powerpoint presentation when they read infographics. To avoid your readers becoming bored, be sure to diversify how information is presented in infographics. Include artistic embellishments that are relevant to your business’ niche, with occasional touches of humor if the topic isn’t too sensitive. Get your message across, but also try to sound personable – both in the content of the information and how creatively it’s presented.

Churn out infographics on a consistent basis

Many sites have received significant viral attention from effective infographics, which are shared in the thousands on social media sites like Facebook and Twitter. If readers come to expect quality infographics on a weekly or monthly basis, they will feel more encouraged to tell others about it – usually through social media. In today’s digital age, there are few more proven methods of driving readers to your web site than going viral on social media. Here’s another example from a marketing company that relates to their clients. If you go back and look through their blog, they don’t have an overkill of infographics and the ones they do have, are all relatable.

Place them alongside your contact information

The point of infographics on your business’ blog is to highlight how your particular service should be a desirable necessity. If implemented successfully, many readers will feel inclined to inquire about your services. Placing contact information – like your business’ phone, e-mail or a contact form – will make it easier for potential clients to contact you. Infographics can be great resources for finding new clients and leads.

Do not bloat your web site with infographics

Infographics are a wonderful way to drive potential clients to your business and spice up a blog, but don’t go overboard with them. Use them sparingly yet effectively; one per page is usually all that’s needed to make a point. Quality over quantity matters most when it comes to infographics, which can increase your business’ number of clients significantly if effectively implemented.

Do you use infographics for your blog, or have you thought about it? Leave your thoughts below!

Photo Credit: Lauren

Courtney Gordner | October 18, 2013 | 3 Comments

How to Write Content for People and Search Engines

These days, content writers have to write for two audiences: the people who read it and the search engines that index it. As SEO took off, however, new writers were trained to create content for one, but in the process forgot how to write for the other.

These writers added the right keywords in the right places and linked to relevant sites. The search engines responded to this, but the readers didn’t because the end result was uninteresting, irrelevant or so bad, it was unreadable. The point I want to make with this is that you cannot have good SEO writing without good writing, so follow these steps to write content that attracts people and search engines.

Pick a Meaningful Topic

What do potential readers care about? Are they looking for Maxwell Systems web based software or a cocktail dress for New Year’s Eve? Scan the web to find out what people want to know and write content around it.

Present valuable information in an easy-to-follow format, like a how-to guide or a product list. Also, choose a title that is unique, but matches the queries people use to find information. “How to Lose 20 pounds in 20 Days,” for instance, addresses a popular topic but promises a specific result. The title should also follow the next important step.

Choose and Place Popular Keywords

You knew this one would come up – SEO marketing started with keywords and still relies heavily on it. However, content can fail if the writer relies too heavily on them. Instead of focusing on keyword quantity, concentrate on quality.

Choose 1-2 of the most searched terms for your topic and place them in your blog. Don’t add them over and over, though – you’ll diminish the quality and turn off the search engines. Instead, place keywords where they fit naturally in the text, as well as in high-value places like the title, URL and subheadings.

Link to Other Content

Content marketers spend a lot of time trying to build links to their websites. If you have written a great blog with high-value keywords, you are already attracting readers. Add links to other content so they see more of your site.

If you are a retailer, link to one of your product pages – to make it less “sales-like”, use a generic keyword instead of the product name. Link to an earlier post on a similar topic or an entry from a guest blogger. These links will introduce new readers to the rest of your website and keep them on your site a little longer.

Edit and Proofread

Search engines don’t always pay attention to poor grammar and typos, but readers almost always do. You will lose credibility if words are missing from sentences or you confuse “you’re” with “your.” Protect your reputation – and readership – by proofing before posting.

Read your post and check for awkward phrasing. If something is confusing, rewrite it to improve the clarity. Check the spelling of proper names, and run a spell check on other words. You can use first-person, second-person or third-person narrative, but keep it consistent throughout. Finally, use proper punctuation for better readability.

Some writers know how to appeal to readers, while others know how to improve search engine rankings. If you want to stand out, however, your writing has to do both.

How do you write for search engines and people at the same time? Leave your tips in the comments below!

Photo credit: waferboard