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How to Optimize for Satisfaction in SEO

The best way to optimize your website for “Satisfaction”:

Provide direct answers to queries frequently used by searchers to find your content, so you can give the right information/experience to visitors fast.

With all the advancements in web and mobile technology, usage has also certainly changed in the past years. Users’ attention span has gone even shorter – from 12 seconds to now 8 (according to a study by Microsoft).

Although, many seasoned digital marketers also recognize and understand how long-form content has changed the game (the average Google first page result contains at least 1,800+ words).

There is a way to fill the gap between these 2 key ranking factors:

  • Providing in-depth content (content length).
  • Providing answers/completing visitors’ goals quickly (satisfaction).

A couple of ways to optimize for both signals:

  • Place the summary, conclusion, key takeaways, or TL;DR version of your content where visitors can almost instantly see them – above the fold.
  • Identify the secondary search terms people often also use in finding your content, then placing answers to those queries on the top part of your content.

June 2016 Google Algorithmic Update

For a brief backstory of this post, there’s been a major update late last month that wasn’t officially announced, and surprisingly only a few have actually published anything about it.

Based on Glenn Gabe’s observation, the major volatility has a higher chance of being another “quality update” (could be Panda or Phantom). If your site has experienced a sudden drop in traffic, this post from Gabe will definitely be helpful.

Anyway, I’ve been working on a site that has been recently hit (on the June 26th update). I came up with this approach for re-optimization, when I ran-through a thorough audit for usual filters for Panda-effected sites and have seen that the site I’m working on was actually all good in most aspects (quality of content, duplication, etc…).

We still don’t have actual results for this particular test, but will definitely share it on a future post. However, I’ve tested the method on this blog as well, so that’ll be the focus of this guide instead.

Identify low-performing pages in terms of engagement

Analyze your site’s landing pages, and check those that are not performing well in terms of engagement metrics (bounce rates, average page depth, and average session duration), especially on search-driven visitors.

Behavior > Site Content > Landing Pages – Add Organic Traffic Segment

analytics2

 

Identify the keywords they rank for

In Google Search Console, go to Search Traffic > Search Analytics > click on the “Pages” filter > then click on the “Queries” filter

webmaster tools

 

Match above-the-fold content with queries frequently used to find your pages

The abovementioned sample is from a post I wrote back in 2013 that’s actually a comprehensive guide on “how to get contextual links”.

I originally didn’t intend to rank for terms such as “contextual links” and/or “what is a contextual link” – and actually, the post hasn’t prominently defined the term as well.

In testing the method, I placed a definition for the term people often use to get to that page on the introduction part of the content.

sample2

Ensure that your pages match the searchers’ intent by directly answering the queries that most visitors use to land on your page.

Aside from how-to guides, you can also implement this approach on other types of content such as lists. The key is to determine and understand what sorts of information people will most-likely want to find instantly on your page based on the queries they mostly use.

list

Another great example of this optimization being performed is from a recent article by Dan Petrovic at DejanSEO:

dejansample

Improve searchability

In aiming to satisfy the needs of your organic search visitors, you’ll also be able to improve your pages’ search visibility.

For instance, the sample I’ve cited above from this blog acquired the Google Answer Box result for the keyword(s) it’s being frequently searched for – after a day of implementing the optimization process.

test result

The page was also able to be recognized for several other related search terms.

keywords

Moreover, improving a page’s search visibility, especially for informational queries, can exponentially improve your pages’ likelihood of attracting more natural links (and apparently, links still rule).

linkability

There are also other ways you can optimize your pages with the primary aim of satisfying its users (check the other resources below). It doesn’t just solely work on content-heavy pages, as you can also use the same mentality it on transactional/product pages as well.

Further reading on Satisfaction as a ranking factor:

Follow me on Twitter @jasonacidre.

Google SEO: Optimizing based on How Google Works

Search engine optimization has extensively transformed in the past couple of years, particularly on how the practice is progressively moving towards real-world marketing metrics.

While more complex factors are being constantly integrated to an algorithm that’s seemingly close to fully understanding how the real world works – it’s still, very much, plausible to simplify processes for SEO.

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10 Ways to Use Images for Link Building

Images have been a huge part of the web for the past decade, as this type of content have evidently added more value to the overall web usage through enhancing visual experience as well as in helping give more definition to information/web-based content.

The great thing about using images for marketing is that it’s one of the most efficient ways to build brand recognition and acquire natural mentions/links to a website, seeing that it can easily stimulate interest to its audience (particularly if the image is really compelling and/or visually appealing), and is very easy to disseminate.

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13 simple SEO processes you can use to improve client acquisition and retention

When I started doing SEO 4 years ago, it was already at a stage where everything was starting to get a bit more difficult (May Day, Caffeine and Pre-Panda era). And the way I see it now, it will seriously get a lot tougher in the coming years.

But I guess that was really the perfect time for me to start a career in this industry. I didn’t expect for me to be genuinely passionate about SEO – but I think that passion became the one main factor that really made me embrace everything about it, including its most challenging parts.

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(More) Enterprise Link Building Strategies

Many people already argue that links, as ranking signals, are getting less valuable. Google’s search algorithm is still based on the link graph.

Most of their actions (such as Penguin update, and the successive batches of manual unnatural linking penalties) to win against web spamming may perhaps just prove the real importance of links to the search technology. Seeing that links are still one of the best signals they can use in determining the relevance, authority, popularity and the credibility of a web page or an entity.

Well, that just means that getting the right types of links is still very much important in this age of SEO (and even on the entire digital marketing space). Because links don’t just help a site get better visibility on search results – it also helps information, products or services get discovered through referral.

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Developing a Content Strategy like a Fortune 500 Brand

This entry is a guest post by Glen Dimaandal, the Online Marketing Manager at Emerson Network Power, a business platform of Emerson Electric Co. He is also the founder and CEO of GlenDemands Inc, a Philippine-based SEO and Content Consulting firm.

By now, we’ve all come to terms with the fact  that it’s practically impossible to succeed in SEO without having great content. After the Panda, Penguin, and anti-guest blogging initiatives from Google depleted the proverbial SEO bag of tricks, a lot of us were compelled to take a hard look at the campaigns we were running and the tactics that we were using.

Moving up on the SERPs has become a lot more complex than just publishing keyword-laced pages and boosting them with backlinks. I believe we’ve entered the age when SEO has become a “battle of the creative,” as SEO master Benj Arriola puts it.

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How to Really Rank in Google SERPs

Ranking in Google’s search results has been a lot more challenging these days, compared to how SEO was typically done a decade ago.

Over the years, Google has gradually integrated several advanced factors/metrics – mainly to fight web spam – and also to make the web search experience more relevant and useful to people worldwide.

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YouTube Marketing for Businesses

gdayspampangaI was invited to speak for one of this year’s GDays events here in the Philippines – which will be held in Angeles City, Pampanga this coming Saturday (April 26, 2014). This event was organized by Google Business Group in Angeles and is also supported by Google.

Originally, Glen Dimaandal (one of the smartest SEOs I know here in the country) was chosen to speak for this event, but sadly, he has to leave the country earlier this month for a business trip in the US.

And he just asked if I can substitute for him. Also, he’s going to do a guest post here on KTS early next month, so better watch out for that (he’s currently working on a really huge post about content marketing)!

Anyway, the topic assigned to me is about YouTube for Businesses, and I’m really excited about it, as I have been genuinely interested about it ever since I started doing online marketing. You can check out the slide deck below.

 

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