SEO

  • How to Predict the Conversion Value of Keywords for SEO

    The word “success” is a farsighted and ambiguous term when it comes to the search engine optimization world. Keyword placements are not guaranteed in the SERPs, nor is there an easy way to go about measuring the subsequent conversion value from those keywords (more so after Google’s “not provided” update).

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  • How to stop Google AdWords campaigns from failing

    Disruptive Advertising recently outlined the main reasons that AdWords campaigns succeed or fail, based on an audit of more than 2000 AdWords accounts.

    They found the following causes of failure:

    1. Incomplete conversion tracking
    2. Poor conversion rates
    3. Ad spend inefficiency
    4. Wasted ad spend

    Looking at these reasons, it became clear to us that they all have one thing in common – they all stem from a business’ inability to understand the real value of each touchpoint in their customers’ path to purchase.

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  • Google penalties and messages explained — Add URL Directory's ultimate guide

    Google reserves the right to apply manual spam actions, better known as penalties, to websites it finds in violation of its Webmaster Guidelines. The specific reasons and scope of manual penalties can be manifold, and the actual impact may range from barely noticeable to utterly disastrous for a website’s presence in organic Google Search results.

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  • The Local SEO Holiday Checklist

    If you're in charge of the local search marketing for a business, you've got two groups to please at the holidays: your clients/superiors and consumers. You don't want to be kicked out of the reindeer games on January 2nd, so let's dive into an organized checklist of the most important things you can do to maximize outreach and profits in the coming weeks, making everyone (including you) a winner!

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  • Beyond Google Analytics: 10 SEO analytics and reporting tools

    Analytics and reporting are a critical part of any SEO campaign.

    As well as ensuring that you prove your worth to your clients, analytics are also essential in helping you make iterative improvements to the campaign as you go along.

    Yet SEO reporting can be a bit of a minefield. With a myriad of available data, countless online tracking tools and making sure that the client actually understands what on earth you are talking about, it’s difficult to know where to turn.

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  • Evolving past last-click attribution in paid search

    “Better the devil you know than the devil you don’t.”

    That famous quote applies to the many marketers who default to last-click attribution, even with its well-documented failure to take the entire customer journey into consideration.

    During ClickZ’s latest Masterclass on paid search optimization, in association with Fospha and Kenshoo, we surveyed 800 marketers on their greatest challenges. 36% cited maximizing return on their advertising spend, while an additional 24% consider “accurately attributing value to each marketing channel” to be their biggest struggle.

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  • Link Strategies that Stand the Test of Time

    This week, we pay a special tribute to the late SEO pioneer Eric Ward. His link strategies formed the foundation of many of today's smartest approaches to links, and in this Whiteboard Friday, Rand covers several that are as relevant today as they were when Eric first started talking about them.

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  • Evolving past last-click attribution in paid search

    “Better the devil you know than the devil you don’t.”

    That famous quote applies to the many marketers who default to last-click attribution, even with its well-documented failure to take the entire customer journey into consideration.

    During ClickZ’s latest Masterclass on paid search optimization, in association with Fospha and Kenshoo, we surveyed 800 marketers on their greatest challenges. 36% cited maximizing return on their advertising spend, while an additional 24% consider “accurately attributing value to each marketing channel” to be their biggest struggle.

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  • What do you need to know about Chinese search engine Sogou?

    A few days ago, the news emerged that Chinese search engine Sogou (搜狗) is aiming to raise up to $585 million in a U.S. Initial Public Offering.

    Sogou, which is owned by internet company Sohu, Inc., announced the terms for its proposed IPO on Friday.

    The news has caused a stir among those keeping an eye on the Chinese tech space, as Sogou is backed by Chinese tech giant Tencent, the company behind the hugely popular messaging apps WeChat and QQ.

    But for those of us who might not be up on the state of search in China, what do you need to know about Sogou, and how does its IPO play into the wider search landscape? And could there be any potential knock-on effects for the rest of the industry?

     

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  • What is keyword clustering, and who cares?

    Are you still optimizing for “keyword strings”? You are not alone!

    The problem is, the industry is moving on, so don’t fall behind and learn to implement a smarter approach to keyword research: Keyword clustering.

    Single-keyword SEO has been a staple for a long time. Remember how we used to have a separate page for every tiny variation of a keyword? At that time we’d optimize for [restaurants in Italy] and [Italy restaurants] using two different pages, one for each keyword string. It is how we all probably got our start and saw (and still see) our traffic flourish and ranking climb.

    It was a fun time, but deep down I am glad it has passed.

    Google’s search algorithm has outgrown that method of optimization. Sure, it may still work. In fact, most of the newest and most popular WordPress SEO plugins are still based on that “single-string” method, so most bloggers rely on it. But the more sophisticated algorithms expanded beyond the scope of a single-topic focus.

    Even keyword research that finds the perfect sweet spot between popularity and saturation is no longer a guarantee for success. In-depth content covering a variety of related concepts and entities is winning more and more often these days.

    More and more we are seeing the use of keyword clustering from sites that are making it beyond the scope of mediocre search results and traffic margins. In other words, the big guys are bringing out the big guns, and we should be following in their footsteps.

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  • Google videos vs. YouTube: Which is the best video search engine?

    Video is booming as a content marketing medium.

    People love watching videos online, and producing great video content is quickly becoming one of the most surefire ways to command attention and grow a following. In fact, by 2019, video is expected to drive an astonishing 80% of all internet traffic.

    Clearly, it’s important for businesses to start working on their video content sooner rather than later. And while producing great content is essential, that’s only half the battle. For your videos to benefit your business, people have to be able to find them, and that involves optimization.

    So which video search engines should you focus on optimizing for? This article will explore the differences between YouTube and Google Videos, the two biggest video search engines on the web.

    Keep reading to learn more about the types of traffic these search engines will bring you – and why your videos might rank well in one but not the other.

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  • How to Show Up in Local Search Results

    If you're having trouble getting your local business' website to show up in the Google local 3-pack or local search results in general, you're not alone. The first page of Google's search results seems to have gotten smaller over the years – the top and bottom of the page are often filled with ads, the local 7-pack was trimmed to a slim 3-pack, and online directories often take up the rest of page one. There is very little room for small local businesses to rank on the first page of Google.

    To make matters worse, Google has a local "filter" that can strike a business, causing their listing to drop out of local search results for seemingly no reason – often, literally, overnight. Google's local filter has been around for a while, but it became more noticeable after the Possum algorithm update, which began filtering out even more businesses from local search results.

    If you think about it, this filter is not much different than websites ranking organically in search results: In an ideal world, the best sites win the top spots. However, the Google filter can have a significantly negative impact on local businesses that often rely on showing up in local search results to get customers to their doors.

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