Posts

,

Advanced SEO Tips for Blogs – 2013 Edition

copyblogger landing page

Over the years, blogs or weblogs have proven its effectiveness as a marketing tool for individuals and brands when used to communicate ideas and information.

Two apparent reasons why this platform for content publishing and community building is so effective in business marketing are:

  • Its capability to easily spread awareness through interactivity and audience engagement
  • Its ability to influence consumers’ buying decisions.

As many experts say, your blog is the most important social media tool. Everything else that follows will just support and propagate the content that your blog has – and this includes SEO.

SEO is an important process in blogging. Given that new and targeted visitors, leads and potential customers to the blog can be easily generated through this channel.

Even though SEO is an important area, it should never interfere with how you write your content. Because search engines are all about improving the online experience of their users, so your SEO approach should do too.

There have been so many improvements and changes in Google’s search algorithms these past few years. Optimizing a blog for search has also progressed along these changes, in which a few new signals, factors and methodologies where augmented.

So in this post, I’ll be sharing 11 actionable tips that you can implement to improve your blog’s visibility on search results and performance in driving constant search-traffic this 2013.

Create content that gets searched

Content is what drives any online marketing strategy, and that’s why it’s so important to continuously create contents that get actually searched and consumed by your target audience.

You can use keyword research tools such as Google’s Keyword Tool and/or Ubersuggest to get content ideas and to determine what topics are sought-after in your space.

Focus your content development strategy on providing answers to frequently searched information on subjects/topics that aren’t time-sensitive.

This approach can help you constantly attract visitors from search engines who’re specifically seeking for the information that your content provides.

Important: Make sure that the content is absolutely relevant or actually about the query you’re targeting, and offers valuable/useful information to readers. You can check out more tips here on how to optimize your content for search.

Create more landing pages (not just posts)

Blog posts can do pretty well on search results. But static pages (that can offer the same value) can perform better.

The time/date that a blog post is published sometimes causes posts’ search rankings to fluctuate, seeing that newer blog posts or content about the same topic from other content hubs will eventually compete for the same spot.

So if you have very extensive blog posts or guides that have somehow served as an ultimate resource for a certain topic in your industry, converting them into independent pages on your site will definitely be a great way to protect, maintain and/or improve their rankings.

Few great samples of these are:

There are also other ways and reasons to expand your blog’s amount of important landing pages (meaning pages that you’ll really need to optimize, promote and push more internal links to) such as:

These are content assets that deserve better search rankings for very competitive search terms, because they are worth-linking to. They have better chances of getting natural links and it’s reasonable to promote them through manual link building or social outreach.

Pumpkin Hacking

This is a strategy that I got from Nick Eubanks. The main principle behind this strategy is to focus resources and efforts on building what works.

If you have an already established blog, it’s best to assess the keywords that are sending constant traffic to your site (using Google Analytics). But if you’re only starting a new one, keep on testing and track the posts that are performing really well in terms of driving search traffic and conversions (engagements, social, subscriptions, etc…).

Identify the niche or the type of content where the keywords are really sending good amount of engaged traffic to your blog.

Start focusing on those areas by creating more stems of content, based on the niche’s root keyword (ex: “link building”) – using the same approach for the content (ex: “comprehensive tutorials or data-driven content”).

The more you target the root keyword’s long-tails or replicate the approach or style of your previously successful content, the more your content strategy can establish your brand/blog as an authority in that field.

And in an SEO-perspective, search engines can fully understand the response from the traffic you’re getting. This means you can improve your blog’s search share in the niche that you’re focusing with (and could also possibly make your blog rank better for the niche’s root keyword).

I’ve realized this early on my blogging career, where most of the good reception were gained by my comprehensive link building posts.

So I focused on that. And it worked. My blog somehow became associated with the niche keyword and have built a strong mindshare over the time.

Another efficient way in merging your keyword and content strategy is through extracting more data from your Google Webmaster Tools (search queries feature). You can check out this great guide from Jeremy Morgan on how to do agile content marketing with GWT.

Length of content/document

Comprehensiveness of content is a strong signal that search engines use, not just to gauge relevancy, but also to determine the value of the content.

If the content is a complete resource about the subject, it basically deserves a higher ranking position.

Longer posts are sticky, knowing that they tend to get bookmarked, get more return visits and/or referenced to by other content publishers as a resource.

Few tips on making your content more comprehensive:

  • Add more visuals in your blog posts.
  • Expand the details of the information you’re offering (Wikipedia style).
  • Identify the areas of the subject that’s missing from other websites’ similar post and provide those information in your content.

Build more on-site trust signals

Google is known to use hundreds of factors in evaluating rightful pages/sites to be ranked higher on their search results.

Implementing more signals coming from your site is one of the best ways to demonstrate authority and trust (to both users and search engines).

Several trust signals that you can easily put into practice:

  • Invite guest authors and offer authorship markups for them (to improve your blog’s author portfolio and gain more trust signals through their AuthorRank).
  • Create content for links/shares. Examine the types of blog posts in your space that work well in terms of social sharing. Replicate and let known linkers/sharers in your industry know about it (more tips here).
  • Link out to trusted sources. Readers and search engines will more likely trust your content if you’re citing useful materials from other authority websites.
  • Social proof. Integrate social calls-to-action on your blog, as this can display your activity on different social platforms (and number of followers/subscribers can influence how people and search engines see the blog as a brand).
  • Encourage blog comments. The more engaged readers you have, which can easily be reflected by the discussions happening within your blog, the more positive signals you can send out.
  • Reduce interruptive ads. Especially those that are placed above the fold.

Use other formats of content

Another way to create more positive signals from your site is to create content in different formats. There are so many content formats that you can try and test out for your blog, such as:

Slide presentations Slideshare.net

Videos – Youtube and Vimeo

Infographics Info.gram and Visual.ly

Timeline – Timeline JS

 

Google Algorithm Updates for 2012 by Nikko Machine

List – List.ly

Aside from creating signals, having more content hosted on these authoritative UGC sites can help you attract more referred traffic. Since these pages (hosted on Slideshare, Youtube, etc…) have high tendencies of getting displayed on search results for long tail searches, which of course link to your site.

Optimize for Dwell Time

Dwell time is a user-experience metric, which is a combination of bounce rate and time-spent on site. When people are staying longer on the blog, it becomes a strong indication that they are finding its content useful and relevant, and thus help in improving the site’s ability to rank better on search results.

There are many ways to optimize a blog to make its visitors stay longer and to encourage them to take actions:

  • Build more thematic internal links within your posts’ content. Use longer anchor texts to make the more visible to readers and to entice more clicks.
  • Use compelling images/visuals to stimulate and capture your readers’ attention.
  • Link to related blog posts at the end of your post (if you’re on WordPress, you can install the Yet Another Related Post plugin).
  • Invest on a visually appealing site design and learn basic UX. Ask people for feedback and suggestions to improve user-experience.
  • Optimize content above the fold. Make sure that the headline and introductory part of the content can entice readers to scroll down.
  • Improve your blog’s load time or site speed. Use tools like Pingdom or Page Speed Insights to assess areas of the blog that could be causing it to slow down.
  • Optimize for readability and design your content for skimmers. Break down your content in shorter paragraphs and highlight the important parts (by using bold texts, headings or quotations).
  • Use strong calls-to-action on highly-perceptible areas of your pages (ex: at the end of the post or above the fold).

Optimize categories

Blog categories are strong static pages that can compete for highly competitive terms, because they actually pertain to the niche itself and they are up in the hierarchy of your blog’s architecture.

Though many times, these pages aren’t well-optimized for search, and often become poor-content pages (that sometimes can cause content duplication within the site).

There are a few things that you can do to improve your categories (for it to look more appealing to both users and search engines):

  • Optimize your categories’ title tags.
  • Add custom content above the fold, including a headline (with the keywords that the category is about) and an introductory content which describes the types of content that go into that category.
  • Display only the excerpts for the listed posts in each category page.
  • Build contextual links to your categories (both internal and inbound links).

Improving the page value of your categories can also help distribute more ranking power to the blog posts under it. The same thing happens when your blog posts are increasing their page authority, wherein they can also pass the ranking ability back to the category page.

Making the blog’s architecture search-friendly

This is the part where basic and advanced on-site optimization meets. Having great content is good, but you also have to understand that SEO is also about making it easier for search engines to find access and index pages from your site.

Help search engines to better understand what your site and its content is about so they can serve it to users/searchers who’re specifically seeking for it.

Some of the optimization methods that you can implement on your blog:

  • Use accurate page titles on each page and blog post on your blog. Make sure that the page titles are really relevant to page’s content.
  • Add meta descriptions on your posts/pages, with the aim to increase SERP CTR, not just to target keywords.
  • Use descriptive URLs for your posts/pages (custom permalink structure). It’s also best to keep your URLs short.
  • Add an XML sitemap and Robots.txt, so search engines can easily identify which pages they should prioritize in crawling and which folders of the site they aren’t allowed to access.
  • Make sure that the blog’s URLs are canonicalized or redirecting to a single version of the URL (www. or non-www).
  • If you have videos, add a video sitemap. If your blog is on WordPress, you can just download the Google XML sitemap for Videos plugin.
  • Validate your blog’s coding. You can use W3C’s free toolset for validating HTML, CSS, schema, and many other web document formats.
  • Implement authorship markup. You can check out this tutorial from AJ Kohn.
  • Improve your blog’s site speed. Use the tools I’ve mentioned above (Pingdom or Page Speed Insights).
  • Check your site for crawl errors using Google Webmaster Tools. Fix these broken pages if necessary, but if not, you can choose to 301 redirect them to the most related pages (or to a new URL version of the page). It’s also best to reclaim all the links from other sites pointing to your broken pages to reduce crawl errors. Lastly, create a custom 404 page and suggest other pages where visitors can go instead.
  • Block search crawlers from indexing thin and/or potential duplicate pages from your blog (tags pages, search feature, meta refreshed pages, etc…) by using the “noindex” tag.
  • Start implementing social snippet markups for Twitter, Facebook and Google+. Dana Lookadoo shared an in-depth guide on SEOmoz mid last year, while RKG also did an extensive tutorial on how to use Open Graph tags for social snippets.
  • You can also start utilizing structured data (schemas) on certain types of content. Raventools released a tool that generates schema codes for reviews, events, products, books, movies, persons, organizations. The tool also has a plugin for WordPress blogs.

Branding

Everything that you try to build off-site should add value to the brand that your blog is trying to shape. It’s very important to know what separates your publication from the rest in your niche/industry.

Know your unique value proposition and make it as your blog marketing efforts’ core. It will help you establish more positive signals to your blog and will also help make you remarkable in your space.

The more you push your value proposition and making it certain that it will be relevant and resounding to your audience (through the interactions and the content you produce/distribute), the more your blog will become a link magnet.

Brand-based signals will definitely be important this year, since it’s becoming more obvious that search engines favor brands that have strong presence in their search results.

Here are some methods that you can do to build more brand signals to your blog:

  • Contribute content on high-traffic blogs in your industry through guest blogging. Focus on sharing your expertise to steadily build mindshare in your niche and brand recognition.
  • Participate on popular discussions on relevant communities, especially on sites where your target audience is (forums, authority blogs, Q&A threads, online community voting sites – like Reddit, Inbound.org or Hacker News). Add value to the discussions to be remarkable and to attract click-through traffic to your blog.
  • Start building in-content brand mentions/citations (co-occurrence) – that are in close proximity to your blog’s major keywords – as search engines understand and count these unlinked brand mentions as signals. Simon Penson wrote a great piece about link building without links, I highly recommend reading that post.
  • Utilize and create campaigns on social platforms where your target audience is (Facebook, Twitter, Google+, Pinterest, etc…). Build a strong following base by being consistent with content sharing and relationship building.

Track and optimize for Conversions

Track everything that’s performing well on your blog. Evaluate your best traffic sources, content/landing pages, and the elements that make your visitors take actions.

Set up goals on Analytics to make the most out of the traffic you’re already getting. It’s also best to continuously improve your blog’s important pages (those that are already converting visitors to leads or sales – if you’re selling products or services).

Test those that are already performing well by using Google Analytics’ content experiments. Because the more your important pages can convert its incoming visitors, the more they’ll likely be ranked higher on search results (based on the usage data and traffic behaviour on your pages).

For more advanced tips on building a high-traffic blog, check out these posts:

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre.

,

Triangle Offense to Create a Powerful Online Presence

This entry is a guest post by Mark Acsay, the Director of Search and our resident technical SEO expert at Xight Interactive. He also blogs at Webbythoughts.com and you can follow him on Twitter @markacsay

First, let’s talk about content. The foundation of a successful online marketing campaign is strongly based on its content marketing strategy. Thus, if you want to attract customers, clients and buyers, make sure that you have quality content that they would not only read, but share and spread around as well.

Awesome and relevant content also encourages other sites and web bloggers to link to you, which is a good thing, knowing that links to your pages are one of the major traffic drivers over the web.

“Content marketing has almost the same trajectory with the rise of social media.”

There are different types of web content that you can choose to publish in your website. Not one is ultimately better than the others. Some websites are better off with podcasts than white paper contents. Though, you will have to decide which type of content will be most effective in creating your presence in the Internet as well as in your targeted community. Some marketers would also try two or all of the content types just to determine which works best for their niche.

Few Types of Powerful Web Content

Here are the types of web content tools and formats that were proven effective when it comes to online marketing;

  • Videos – These are short recorded videos embedded in your pages that tackle important, controversial, relevant and trending topics. Your videos should be short and direct and it should only be discussing one main topic. Too much fluff and unnecessary talk will turn off your viewers and potential consumers.
  • Blog posts/Articles – These are what the viewers read on your pages. They would be looking for information and good writing. Nothing will bounce a viewer faster than horrible page content. By horrible, it means bad writing, irrelevant content and fluff.
  • White Papers – These are comprehensive and in-depth take on the relevant issues currently trending in your niche. These are longer than the usual blog articles and should offer not only factual data, but also your appropriate analysis and your studied opinion.
  • Podcasts – These are the video equivalent of the white paper. Podcasts are mini documentaries that will exhaustively tackle issues concerning your niche and topics that have major impact on the buying behavior and decisions of your customers. An interview with an industry expert would be a good setup for a podcast.
  • Webinars – These are instructional videos. Many people opt to watch webinars than read text-based content. Unlike the general topic discussions in the videos, webinars answer to the daily “how-to’s” that people are looking up on the web.
  • Webcasts – These are live coverage of events that will interest your target market or the viewers of your site. Make sure that your webcasts will cover topics that are updated and interesting.

Many marketers use more than one type of content to attract viewers and links. Others will use one or two at a time, and then determine the type of content that generates the most viewers and conversion. For more types of web-based content, you may check out an extensive list here from Hubspot.

The key is on giving quality information to your viewers. Interesting, relevant, factual and significant content will keep viewers going back and sharing your page to their network. With that said, your content will be the baseline of all three dimensions of your marketing.

“In this day and age of online marketing, it’s not enough to have quality content, you have to be the “King of Content” in your niche.”

The Three Attacks of the Triangle Offense

There are three major venues that you can utilize in order to drive visitors/readers and eventual customers to your site. Some of the most successful websites over the web work on all these three. That is the most logical option as your customers are most likely to spread out. So, for optimum coverage, take on these three.

But if you are just starting on building a website, you might consider on a venue that you think is the most effective way to reach your target audience. Focus your marketing campaign on that venue and then take on the second and the third once you already created a strong foothold on your primary campaign. Here are the three big ways in which you can create a strong brand presence on the web;

  1. Build Your Base in the Blogging World– Creating a good foundation on your webpage by focusing on the quality of content and stunning presentation will pay off in building up your reputation in your industry’s online community. Being the authority site in your niche is the best way to attract would-be customers and linkeratis as well. Here are some of the benefits of strengthening your blog’s online presence.

  • Build up the trust of the customers – Efficient internet marketing is based on trust, given that Internet buyers will not buy anything from a website that they cannot trust. As there are hundreds other providers and sellers of what you have, they can easily look for another site. A well conceptualized, informative and engaging website/blog can incite trust from the customers.
  • Build on your authority standing – Being the authority in the industry counts a lot. By putting nothing but well-researched and well-written content, you are not only providing knowledge, you are also creating a powerful voice in your niche.
  • Direct communication with your customers – A simple email option form can work a lot in opening a direct communication line to your potential buyers.

Here are some ways to easily build a good following base through blogging:

  • Post interesting articles/videos – This is a sure fire way to generate traffic. Being interesting could be funny, shocking or just plain good read. Make sure that you base all your posts in verifiable facts.A great sample of one of the most successful video marketing campaigns done in the past years is that from Tom Dickson of Blendtec  where he blends anything unimaginable.

  • Get help from the experts – Article pieces or video recorded interviews of known experts in your niche will leverage the value of the information your content has. You may choose to crowdsource your content through interviewing influential players in your vertical niche as well.
  • Engaging Titles– Make your titles as specific to the topic as possible. Adding numbers or names will generate more interest than generally titled pieces. An example would be a specifically titled article “10 Fun Reasons To Visit the Philippines According to NBA Players” is more likely to generate response to a generally titled article “10 Reasons To Visit the Philippines” even though both have the same content. You may play around this Title Idea Generator to kill that writer’s block.
  • Updates, updates – Make sure that your contents are all updated. People would like to see something new every time they visit your site.
  • Spread the news – Let the people in your network know of your web activities. Encourage them to take a look and share the posts that they like. Social media is a very effective tool for this purpose.
  • Be an active participant in your niche – Seek out other authority sites and participate by leaving comments on these sites. Include a link back to your site as much as possible. Be willing to contribute to influencer’s websites through guest posting. It will help you get targeted and relevant traffic as well.
  • Communicate with your tribe – You can encourage them to leave comments, email you or share your posts in their social media accounts.

2. Spread Your Content  In Every Search Engine Landscape  – Search engines, especially Google is the primary search engine used by most web users in finding information, products, services, people and anything else on the web. The best chance of being visited by viewers generated by Google searches is to be on the upper half of the first page list. It would then be very sensible if you focus your marketing campaign aiming for good Google search rankings.

Here are some quick basic on-page strategies to optimize your content.

  • Optimize with the right keywords – First, you have to identify the most appropriate keywords for your niche and product of service offered. Simple SEO maneuvers like putting keywords in the title and in other strategic locations throughout the website will help Google pickup your site whenever a search for that particular keywords is generated. Start with long tail keywords to start getting traction.
  • Optimize with the right URL– Another Google ranking consideration is the URLs of your site’s inner pages. It would help if you have a relevant URL to the niche or business you are offering.  Use pretty URLs so search crawlers and users can easily understand what the page is about (better relevance scores).  This will also tell your visitors that they are in the right place and could attract relevant keyword anchor text from linkeratis.Ugly URL: reviews.cnet.com/4531-10921_7-6648315.html?tag=cnetfd.mt
    Pretty URL: cnet.com/best-ipad-apps-list
  • Optimize with the right content – Again, emphasis on quality content. You can only generate natural backlinks by having great and relevant content, As traffic, user engagement and active links are some of the most notable search engine rank drivers. You should aim to get as much quality links as you can have, and you can easily do that by investing in quality, relevant and interesting content for your visitors. It feels like you’re putting a cap in your marketing at first but as you get traction, you will see the multiplying effect in your overall campaign.
  • Use Authorship Markup – It will give authenticity and credibility to your site. Since search is becoming more social, Google is tying up reputation to an individual author and not just the company. For years, content in the web is static and lifeless data and this factor gives more life and dynamism to your content.

 

One thing that should stay away from is blackhat gimmickry to generate the desired traffic. These might give you temporary surge of traffic, but viewers are easily turned off by false hype, invalidated information and badly conceptualized content pages. You will only have a lot of disappointed people who will not only shun from your products, but will also warn their friends about your site. Worst, Google can penalize and ban you like JC Penny.

If you want to stay in business, avoid the following;

  • Buying Links
  • Cloaking and abusive keyword saturation
  • Blog Networks
  • Putting links that will redirect viewers to irrelevant pages

You can check this list of blackhat SEO strategies that you may want to avoid, BUT some of these methods can also be turned into ethical ones.

3. Swarm the Social Media with Your Message – In today’s internet savvy society, everyone take advantage of the unlimited possibilities offered by the internet. People came to rely on various social media platforms to socialize, communicate and be in the crowd.

Chats and conversation with someone who is thousands of miles away is already the norm. Going out to actually meet friends has already been categorized as luxury and is only done due to necessity.  This is the venue where you can nurture your customers and turn them to be your advocates and loyalists.

“Loyal customers don’t just make your business look trustworthy but they have a compounding effect on your marketing strength”

With most people patronizing the numerous social media tools available for free over the web, it is just logical that marketers use the same to connect with their customers and targeted market. Some of the benefits on focusing your marketing campaign in the social media arena are the following:

  • It is relatively cheaper than maintaining a primetime television spot for TV commercials and you get to reach the whole of the virtual world (and can also be chosen to be targeted to your business’ different market segments).
  • You get a direct communication line to your consumers. You can use social media to listen to their honest comments and feedbacks.
  • You can directly address to their concerns and issues, immediately, as the web empowers you with real time response time, where you can better build trust and loyalty with your clients. Airline companies are already using social media for customer support, why can’t you?

For a more effective social media campaign, you have to make sure that;

  • You’re telling the truth. Your presence in the social media can work both ways. It can effectively promote good products and services fast, and could destroy your hard-built reputation just as quickly. The internet offers many ways to confirm your claims, so you better make it good.
  • You’re ready to address any issues brought to your attention. In the social media, communication is on real-time. Just as customers get impressed with instant attention, they will also be easily turned off by your negligence.

  • You have to know the social media platforms that are most frequented by your customers. If your customer base is mobile and busy people, Twitter might be more effective than LinkedIn or Facebook. You’ll likely get more professional response from LinkedIn. But for general campaigns, Facebook is still the best source of your widest and biggest market base.
  • You’re using relevant business account names.People will remember you easier if your profile handles and account names are in conjunction with your product. People, who might know of your product but are unsure of how to look for you, can use your product name to find you on the web.One example is “purple cow marketing”, which is closely related to Seth Godin’s name.

  • You’re actively participating on most conversations relevant to your niche. Make sure that you leave comments on conversation threads, regularly update your posts and address to inquiries and issues. Because people will easily know if the account is a dummy or inactive.

If you liked this post, you can subscribe to my feed.

Author Bio:  +Mark Acsay III is a badminton coach turned SEO consultant and helps SMEs with their inbound marketing campaign. He loves to travel, learn new things and explore new foods. He blogs about SEO at Webby Thoughts.