So how is it likely to create an article that lists SEO techniques, however, doesn’t fall into this category of content?… Consult the experts of course!
For this article, I moved out to the following marketing practitioners moreover asked them what internet marketing strategies have been the most active over the last couple years.
Although I asked about internet marketing strategies, approximately every marketing practitioner I reached out to mentioned SEO as being an essential aspect of growing either their businesses or their clients. In light of this, I decided to write an article covering SEO techniques and strategies.
Some techniques and strategies kept getting mentioned over and over again. There were also some unique and creative strategies that don’t get talked about but can be very useful.
The goal of that post is to provide you an overview of what systems are working when it comes to search engine optimization. Throughout the job, you will find links to excellent resources and guides that provide more in-depth information about the particular strategy being covered.
1. Comprehensive Topic Coverage
Given that moderately much everyone I consulted mentioned SEO as being a high value-added marketing practice, it must be pretty significant. So for any skeptics out there, no SEO is NOT dead! However, it is growing and with evolution comes change.
Keyword research is the fundamental things taught to beginners learning SEO and is still very useful to this day. However, keyword research is emerging as semantic search, and Google’s Knowledge Graph evolves. These appreciate allowing Google the ability to understand your searches, regardless of how you phrase them. People are by no means perfect (yet), but are getting much better.
Traditionally, when doing keyword research, you try to get keywords with high search volume and low contest. You then build a page targeting this keyword and try to use the keyword entirely your article to emphasize to Google that the page is in fact about that keyword.
Alternatively, Tony Wright of Wright IMC recommends SEO that is centered throughout a topic, not a keyword. Jim Bader of Vertical Measures further mentioned how his agency has turned from a hard keyword focus to a visitor-focused approach.
We use “parent topic,” also known as the highest volume keyword that a page ranks for. If you start up the Keyword Explorer and search for “keyword analysis,” you’ll notice the parent topic is ‘keyword research.”
That means that Google understands that “keyword analysis” and “keyword research” mean moderately much the same thing and ranks the related group of pages for each keyword. “Keyword research” is the more popular search phrase, so, we identify it as the “parent topic” for all related searches.
Next, choose the parent topic “keyword research,” and you’ll be taken to a page that shows other keywords that choice #1 result for “keyword research” ranks for.
2. Re-Optimizing Existing Content
If you are a regular blogger, or your website is a content-creating machine, you may be sitting on an untapped gold mine. Once an article is published, many people only forget about it and move onto the next one, not understanding the potential of their site’s existing content.
Every once in awhile (quarterly, half-year, annually) you should conduct a content audit on your site. A content audit is an audit where you improve articles, merge them, or even remove them.
There are numbers of opportunities for re-optimizing existing content on your site. To ensure that article doesn’t turn into a book, we’ll be covering two strategies that can provide a remarkably high return and don’t take too much time to implement
Google Search Console Keyword Optimization
In the “in-depth subject coverage” section above, you learned how to use Ahrefs to build a piece of content by doing the “parent topic” and data from pages that rank on page one of the SERPs. Once you write your new piece of content, you will start accumulating pattern data for it in Google Search Console.
And often than not, content is published on a website covering any topic, but without a specific keyword in mind. Even though the content strength is well written, it will likely never see the first page of the SERPs because of this shortcoming. The beautiful part about Google Search Console is it shows you what keywords Google is associating with your article. Using this data, you can rewrite your material so that it precisely targets the main topic the keyword(s) encompass.
To find those keywords, first, open up Google Search Console. Choose “Search Traffic” and then click on “Search Analytics.”
Next, select “Clicks,” “Impressions,” “CTR,” and “Position.” Finally, select “Pages.”
Select the pages you want to optimize. In this case, we will be turning a page about the best slackline for beginners.
Now, select “Queries” again, and the “Pages” option should be filtered for the page that you chose. Filter the keyword results by position and look at keywords that rank among 6 and 20, and that you haven’t extensively written about or discussed in your article.
For example, the best slackline for beginners article covers knowledge about slacklines, but not about slackline kits. By including information on slackline kits instead of just slacklines, you could update the page’s rankings for the keyword “best slackline kit.”
Internal Link Audit and Optimization
An inside link is a link from one page on your site to another. Internal relationships are beneficial for SEO because they help pass link equity to the page introducing the link. Internal links also perform it more comfortable for Google’s crawlers to crawl moreover index your website. As you create unique content on your site, you miss out on internal linking opportunities.
For example, let’s say you composed a blog post on Monday and then another on Wednesday. The post you wrote on Wednesday could incorporate a link to the post you wrote on Monday. The opposite isn’t necessarily exact because you would have to go back into the article you drafted Monday to add a link to the Wednesday article. When you are publishing content on a regular base, it is difficult to keep up with this type of internal linking.
Open this and be sure to choose File → Make a Copy. Next, go to Google Search Console and pick “Search Traffic” and then “Internal Links.”
Next, make assured all your website’s URLs are showing plus then select “Download this table.”
Download that as a CSV and then copy every URL without your homepage under the “target pages” column.
Next, paste the contents of the spreadsheet we provided under the “All Pages On Site” column.
Now go back to GSC and select the page where you want to check the internal links. For this example, we will choose the “best slackline for amateurs” page.
As you can see, there are a total of 10 internal links to this page. Guarantee all the page’s internal links are showing and then select “Download this table.” Copy the homepage link located under “Links.” Paste this into cell B1 on the spreadsheet we provided and remove the very last forward slash.
Now copy every URL in the CSV under the “Links” post except the homepage. Paste these URLs in the spreadsheet we presented under the column titled “Internal Links From Target Page.”
Finally, drag the equations in column B down until they align with column A.
Now all you do is match column A with column B. When you see a “No Internal Link” in column B; it determines the pages in column A are NOT internally linking to my “best slacklines for amateurs” page. Once we decide all the relevant pages are linking to my “best slackline for amateurs” page, go through this method again for the next page you want to monitor for internal links.
3. Linkable Asset Development And Promotion
A linkable asset is a part of the content that does an adequate job of bringing backlinks from other websites. Building and promoting linkable assets is an excellent way to improve your SEO over the acquisition of backlinks. Adam Heitzman has used that strategy over the past few years to develop his agency HigherVisibility.
Developing a linkable asset is relatively straightforward. You create a unique, entertaining, and useful piece of content for your target audience. Eric Enge of Stone Temple Consulting mentioned how publishing in-depth research studies (aka linkable assets) has helped grow his agency.
Once you have built your linkable asset, it’s time to promote it. Advertising boils down to two strategies:
Outreach: Leading out to 3rd parties who have audiences that may get your linkable asset helpful
- Blogger Outreach: Here’s How To Do It Right
- How Us Use Blogger Outreach To Promote Content and Build Links
Paid promotion: Giving a 3rd party who has an audience that you want to advertise your linkable asset.
4. Redirect Management and 404 Link Reclamation
When an old variant of a website goes through a facelift, the developers working on the site will often change the site’s URL structure. That may occur for the structural reason, SEO reasons, or for no reason at all.
Although of why the URLs are being changed, Justin McIntyre of Perfect Search Media discussed how redirect management is crucial. Redirects, respectively 301 redirects, pass the link equity of an old page on a site to a new page. Externally redirect command when you are going through a website revamp, you will likely lose your rankings and traffic. For further information on 301 redirects, check out what Google has to say about them.
Let’s say you forget to put a redirect in place when going within a site revamp. The old URL of the page order give visitors a 404 error because they aren’t happening redirected. If you find this situation, you want to redirect the URL to a side that is relevant or if none are the home page. You can use Ahrefs to see 404 pages.
First kind in the URL of your site into the search bar at the top. Following, under “Page” select “Best by links.” Finally, select “404 not found” from the filter on the head.
The pages that dispense up are 404 pages and should have redirects pointing at them.
5. Accelerated Mobile Pages (AMP)
It’s no mystery that we are moving to a mobile-first world. Accelerated mobile pages are an open source framework for creating lightning fast mobile pages. Paris Childress, CEO at Hop Online, mentioned how he is starting to see the expansion of AMP pages from mostly just article pages, to more complex pages like forms and e-commerce pages.
There are a diversity of reasons more, and more website owners are choosing AMP, but here are the two big ones for marketers:
- AMP enhances the mobile experience which promotes on-site metrics like bounce rate
- Google wants sites that load fast and tends to rank speedier loading sites above in the SERPs
6. Facebook Advertising and Lookalike Audiences
Most SEOs know the meaning of linkable asset development, but don’t use FaceBook ads to support their linkable assets. If you are a marketer and you have not heard of Facebook Advertising, you need have been living beneath a rock during the past few years. Jake Bohall of Hive Digital discussed how advertising within social media platforms had been a very productive strategy for growing his and his clients’ businesses.
Due to how cheap Facebook ads are, they are fantastic for acquiring natural links. If you have the budget, that spray and pray, a method of developing linkable assets can work very well. You can further be much more specific in who you encourage your linkable holdings too. For example, you could advertise your content to reporters with the goal of having them mention you.
Once you possess a grip on the basics, you should check out lookalike audiences on Facebook. Lookalike audiences are public that Facebook’s algorithm creates based on a source public or an audience that you know are your best customers. To discover more regarding the various kinds of lookalike audiences, you can create, check out this post.
A new(ish) feature envelope lookalike audiences is value-based lookalike audiences. When you are operating a business, the ability to target customers who are worth more to you is priceless because you can better allocate your ad spend on more profitable customers. Value-based lookalike audiences provide you this ability. You assign a value to different groups of your current customers (your better customers would receive a higher cost). Using this data, Facebook’s algorithm will then help you find a similar high-value audience to advertise to.
7. Content Experiments and Personalization
User experience signals constitute a significant SEO ranking factor once your content reaches the first page of Google. Several of the marketing professionals that were reached for this article mentioned conversion rate optimization (CRO) as a high-value adding retailing activity.
Megan Pitcher mentioned that DriveTime used a multivariate pier page test through Google Analytics Content Experiments that increased leads to their website by 30%.
After seeing these results, she took it a step further and looked at the effects that different messaging (personalization) had on different groups of people. That again dramatically improved conversion rates on the site.
Using Google Analytics Content Experiments is an easy method to test landing pages and can be very impactful to your business’s bottom line. To get the basics of CRO and Google Analytics Content Experiments, check out the resources below:
- How to Run Google Analytics Content Experiments at WordPress
- How to Run an A/B Experiment in Google Analytics
- The Beginner’s Guide to Conversion Rate Optimization
Personalization is an extra buzz word that you will hear a lot in today’s marketing world. It means dynamically changing your marketing message (on landing pages, ads, etc.) to connect with each customer.
SEO is a fast-paced and forever changing industry. Techniques and strategies that worked five years ago can hurt your business nowadays, and some of the best approaches of today weren’t even around five years ago.
To stay on top of what is running, it’s important you are constantly reading, learning, and testing new approaches. One of the best thoughts about SEO is the willingness to share knowledge in the community. It allows newbies moreover experts alike to learn from each other, improve their company’, and as a result, advance the SEO industry as a whole.