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First of all, to provide your business web presence, you need a domain - this is the World Wide Web address that visitors would type in their web browser to get to your website.A server is a computer that's connected to the web and that's configured to work with PHP, MySQL, Perl, and so on, which allows the clients to upload their website files on the server and to make them visible on the World Wide Web.

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10 SEO Tips For Site Redesigns

Understanding the parts of outline, innovation, and substance that influence site design improvement (SEO) is a basic expertise for any web group, however they are especially vital when undertaking a noteworthy overhaul exertion.

Amid an upgrade much can turn out badly, from specialized issues and change-unfriendly group of onlookers response to activity misfortune and ease of use issues. Any of these issues can seriously affect key measurements. Here are 10 straightforward tips to take after to guarantee your site remains on page one after you toss the switch.

1. Use descriptive links.

Creators and advertisers know the estimation of a decent suggestion to take action (CTA). What's more, chronicled best practice says verb-thing sets work incredible for clients as far as setting desires and alluring activity. The issue, from a SEO point of view, is that this practice has prompted to unclear and redundant CTAs on numerous landing pages.

Landing page CTAs are a standout amongst the most essential apparatuses accessible to reveal to Google which substance is the most critical. Before you litter your page with "take in more" or "view points of interest" connections, consider giving more setting. For instance, "find out about jewel purchasing" is a much more enlightening connection that simply "take in more."

2. Reduce your links.

What you say in your connections matters—and what number of connections you have additionally matters. Each connection on a page decreases the potential connection value that can be spread to key pages.

This circumstance can challenge in a universe of uber menus and super footers that outcome when everybody needs a bit of the landing page. One approach to alleviate this is to dodge over-connecting to pages that are insignificant for SEO. For instance, numerous arrangement pages can regularly be consolidated into one page. Another path is to be steady in consigning lessor connections to your sitemap.

3. Limit h1 tags to one per page.

Each page ought to have only one h1 or header tag and it ought to be particular to the page. The more that it coordinates a client's potential inquiry question the better. While it might entice to depend on your site's name and marking for setting, specifics offer assistance. For instance, a page called "How to purchase a precious stone" is more useful than "How to purchase."

4. Hand roll your site maps.

It sounds old fashioned in a universe of XML sitemaps submitted to Google and Bing, yet you'll need a hand-altered sitemap as well. Hand-altered sitemaps give you a chance to utilize diverse words and expressions than you may use in your space-compelled route. This is especially valid for multi-national destinations with longer words (i.e., German) swarming route menus.

One illustration is spelling out basic acronyms or utilizing long-frame references for key points versus shorthand ones. This gives web indexes more data about your pages. On the other hand, if your page name is established in imperative industry language consider descriptors with layman dialect to draw in both novices and starts. Since the sitemap has a ton of connections into it all through your site, you could likewise organize how you list the connections and keep the more critical ones close to the top. Chain of command numbers in outline, and in SEO as well.

5. Use PDFs selectively.

Web indexes favor not to send individuals straightforwardly to PDF pages. This does PDF content a genuine damage as it's a typical configuration for top to bottom data like research, details, white papers, and thought-pieces—the sort of substance Google cherishes. You can in any case have the substance accessible in PDF arrange for simple disconnected perusing, however by coordinating it into the page you enormously extend your extraordinary substance impression.

Furthermore, in the event that others connection to the page, versus bypassing it and connecting straightforwardly to the PDF, you enhance the site's general connection positioning.

When utilizing PDFs as lead era lure, regular on B2B locales offering expensive programming and administrations, have a go at coordinating a solid examining of the substance into your page body. This won't just help Google, it will likewise help would-be clients figure out whether they need to give the lead data adequate to download the rest.

6. Check your analytics.

Redesigns often entail shifts in content strategy and information architecture. Before you revise your navigation review your analytics. Some long-forgotten pages might be functioning as landing pages and generating valuable organic (free) traffic. Make sure these pages retain a presence in your sitemap so search engines can continue to find them. While you’re under the hood checking your analytics, be sure to look at your goals. Some of those pages might not only be generating traffic, they might be driving real business results. If so, consider elevating those pages, not just retaining them.

7. Be wary of sub domains.

Updates regularly involve moves in substance methodology and data engineering. Before you modify your route survey your investigation. Some long-overlooked pages may work as greeting pages and creating profitable natural (free) activity. Ensure these pages hold a nearness in your sitemap so web crawlers can keep on finding them. While you're in the engine checking your investigation, make sure to take a gander at your objectives. Some of those pages may not exclusively be creating movement, they may drive genuine business comes about. Assuming this is the case, consider lifting those pages, not simply holding them.

8. Go responsive.

While area choices are frequently the region of IT, there are genuine showcasing and SEO variables to consider. Google considers a subdomain (anything taht precedesthe essential area like finance.yahoo.com) as an autonomous space. All things considered, another subdomain will have almost no underlying value in SEO terms. Along these lines, in case you're including another stage, especially if its possibly rich in substance, similar to a blog or discussion, include it as a subfolder of your essential area. Thusly your essential area will gather the SEO esteem.

9. Install webmaster tools.

Each advertiser and architect knows the world has gone versatile, however did you know your site's portable kind disposition is presently a SEO calculate? It is. Google's favored way to deal with versatile amicable outline is called Responsive Web Design (RWD). A responsive site adjusts to the client's view port size so they see a similar ordeal on their iPhone as they do their far reaching screen. In this way, in case you're thinking about your approach, a responsive site configuration will furnish your clients with an extraordinary affair and make Google cheerful.

10. Draft copy with care.

It may appear to be unreasonable to tidy up any of your present site's SEO issues before you upgrade, however the sooner you get on great balance with Google (or Bing) the better. Introduce Google Webmaster Tools and the Bing partner to analyze how well, or not, your present webpage is being filed. On the off chance that you see any significant blunders settle them now. You know the adage "the best time to plant a tree is yesterday?" The same is valid for SEO. Search engine optimization requires some investment so begin your clock as right on time as could be allowed.



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3 Reasons Your SEO Efforts Fail

Implementing a search engine optimization strategy isn't enough to get you on the first page of Google’s search results.
Even with an SEO plan in place, there is a good chance it isn't working the way you hoped.

There are a number of reasons your SEO strategy is failing to get you to the coveted front page. Without an understanding of what you're doing wrong, your content will be stuck in the middle of the pack.

Here are three of the most common—and crippling—mistakes to avoid :

1. You're Not Using the Right Keywords

Determining the best keywords for you and your organization can be difficult, especially if you're working in a highly populated category.

The most common keyword-related mistakes include using single-word keywords instead of long-tail keywords, hoping to get noticed using popular keywords, and targeting keywords that are too specific (or not specific enough).

If you're using single-word keywords or highly popular keywords, you're bound to get lost in the results that appear after a general search. If you can't compete with the budgets that many million-dollar companies set aside to ensure first place spots, it's essential to your SEO strategy that you find a keyword path around them.

In your quest to find the best keywords, don’t be too specific or too broad. If you optimize a keyword that is too broad, potential customers will have a hard time finding you and lost seekers of a different service might find their way to your page.

On the other hand, if no one searches for the keywords you've selected, you won't be found. Either way, don’t make potential customers struggle to reach your page.

Select keywords that are specific enough to describe your organization well, but broad enough that they will be typed into a search bar.

2. You're Not Using Digital Marketing Tools

Digital marketing tools help you see what is working and what isn't, so you know where your strategy is strong—and where it needs support.

Everything from analytic trackers to goal trackers fall under the data visualization tools category, and all are necessary if you want to see your SEO efforts succeed.

If you are only measuring the success of your SEO strategy by an increase in business, you're unlikely to see the results you're anticipating. Optimizing your website's content takes time, effort and continuous improvements. Treating SEO as a one-time project can only do so much, and it's likely to be very little.

Management tools give you the ability to track and understand the side of SEO you couldn't see before and measure results beyond a standard increase in business. The tools you choose can provide you with information from how many new visitors you're seeing on your website to potential keywords that may work better for your business.

Getting help from computer software/hardware, online programs or other marketing tools is necessary in creating a strong SEO strategy. Constant technological changes require increased comprehension of your site’s effect on the hardware it interacts with.

An intro to networking courses can give you the competitive advantage needed to fully grasp any server related issue flagged on your site. Don't allow your efforts to fail because you're not adapting and adjusting.

3. You’re Not Targeting Your Customers

Your SEO strategy needs to revolve around what your customers—or potential customers—look for when they need your product or service. If you don't understand who your customer is, your SEO strategy is bound to fail.

Targeting the wrong audience will not increase your business even if your SEO strategy puts you on top on the results page. Similarly, if you're not appearing in the results for the correct audience, those searching for your business won't be able to find you.

A good way to see if you are reaching the right customer is to check out your bounce rate—the number of individuals who come to your website and leave without looking around. If your bounce rate is high, you are probably appearing in the wrong search results and your SEO strategy will need to be adjusted.

Take the time to understand whom your target customer is and reflect on how they might be searching online. An older customer isn't going to search the web the same way a teenager would. Your keywords must represent the audience that brings you the most business.

Getting the right SEO strategy takes trial and error. With a lot of attention and a little adjusting, you can find your way to the first page of search engine results and increase your website traffic, leading to your organization’s success.



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Broken Link Building Made Easy

There are many ways to build links, but there’s one tactic in particular that I believe deserves a modern update: broken link building. Rather than declaring something dead or saying it doesn’t work, SEOs should be working on improving methods to be as efficient as possible.

What is Broken Link Building?

Broken link building is a tactic that involves finding resources in your niche that are no longer live, recreating a version of the content and reaching out to webmasters who link to that content asking them to replace the broken link with a link to your newly created resource. You’re providing value to the webmaster, helping them clean up their website and the web in general, while also building links to your website.

Broken link building isn’t a new tactic, but with the explosive growth of the web in recent years and new website technologies and redesigns, the number of broken links is increasing. I’m surprised this type of link building doesn’t seem to be in favor anymore. I hear horrible tales of tremendous amounts of time invested in research and low response rates to the outreach. When effectiveness decreases, it’s time to figure out why and to look at the whole process to make it better and faster.

What’s Involved in Broken Link Building?

I won’t pretend for a second that this article covers the topic as well as Russ Jones did in The Broken Link Building Bible and Broken Link Building Bible: The New Testament. Russ broke out three main steps: Prospecting, Content Creation and Outreach. It sounds simple enough, until you realize prospecting alone requires a lot of time and knowledge of search queries and crawls or scrapes of the web and Google search results.

How do we make Broken Link Building Easier?

Let’s face it, link building is hard and confusing, especially for newer people in the industry. I believe it’s a lot easier to fix a link to your website that’s broken than it is to go get new links, and I have advocated for fixing links to your old pages not once, but twice in past articles on this site.

I still believe this is one of the easiest wins for a website that’s been around a while, but today I want to show you an even easier way to prioritize these redirects rather than redirecting everything. Instead of gathering all pages, let’s use Ahrefs database and see the broken links to our website. It’s as simple as putting in your domain and clicking a link.

With this, I have information on where links are coming from and what pages they link to on my website. I can prioritize redirects based on which pages had the most equity lost or which are the most important for me to improve.

While I’d call this process link reclamation instead of broken link building, the two have a lot of similarities. After all, link reclamation saves people from finding links to broken pages on your website and using broken link building against you.

Using link reclamation on competitors to perform broken link building

If we extend this process a bit and look at our competitors’ broken links instead, that’s where we hit the jackpot on time saving.

The next step was to create content, right? Being a competitor, it’s likely that we have content similar to what our competitors had on their website already. This won’t be the case all the time, of course, but if we do have a similar resource, then we just cut out another large chunk of time in the broken link building process.

What’s left will be to gather the contact information of the website owners linking to these pages and reach out to them. We have cut hours upon hours out of the broken link building process by simply using data Ahrefs has already gathered — and have likely cut out time from the content creation process as well using this method.



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Dos and Don’ts of PPC Advertising for Universities

If you’re a marketing manager of a post-secondary education institution (or a PPC agency working on its behalf), then you already know that universities, colleges and similar organizations present specific challenges (and opportunities) for online advertisers.

Over the years, my advertising agency has had the pleasure of working with a number of these institutions, and we’ve learned (sometimes the hard way!) some important lessons.

Here are a few dos and don’ts of running PPC advertising for the education vertical market:

Do advertise year-round

At most universities and colleges, admission activity peaks and falls at predictable times of the year. Accordingly, most educational institutions bump up their online advertising when application deadlines grow near. And that makes sense.

But that doesn’t mean you should shutter your advertising during less busy periods, for several reasons :

•     Lead time. The lead time for acquiring new students is long, and students can start researching their options at any time of year. Therefore, you want your online advertising to be active year-round, whether it’s a month to application deadline, six months or more.
•     Differences between undergraduate and graduate programs. Building on the prior point, we’ve seen some differences in application activity between undergraduate and graduate programs. Undergraduate programs seem to follow more regular ebbs and flows, while graduate programs are less predictable.
•     Branding and remarketing. For the purposes of branding and remarketing, it’s never wise to completely drop off the radar by pausing these types of PPC campaigns entirely. If you do, it can be a steep climb to get back to where you were.

Do bid on brand

Some clients still resist bidding on brand terms because they think SEO will take care of brand marketing for them.

Of course, SEO is important for brand marketing. But it’s not a complete solution. Bidding on brand terms not only gives you greater control over your messaging, but it also allows you to precisely control location targeting and landing pages.

Further, even if you choose not to bid on your brand, there’s no guarantee your competitors won’t. As a result, competitor ads could display above your organic listings.

Given that brand clicks are usually cheaper than non-branded clicks (often substantially), bidding on brand for universities and colleges is a no-brainer.

Do use sitelinks wisely

When you have clearly defined degrees and programs (e.g., B.A. in Economics, M.A. of Commerce, B.A. in Communications), it’s tempting to use these degree and program titles in sitelinks.

Unfortunately, this approach isn’t very helpful to your audience.

Do bid on the ‘wrong’ terms

Most prospective university and college students don’t know exactly what degree or program they “should” be searching for. They may know the area in which they want to focus, but they have no idea whether it’s a bachelor’s degree, masters degree, arts program, science program, specialization within a broader program or something else entirely.

Consequently, you might need to use the “wrong” keywords to lead students in the right direction. So you might bid on “creative writing,” even if “creative” isn’t in the title of your writing program. Or you might use “marketing communications degree,” even if the title of your degree is “marketing” and “marketing communications” is a sub-specialization.

You have to give yourself the latitude to get creative with keywords, while being careful to not mislead via your ad message.

Don’t put buildings in display ads

When you have a beautiful tree-lined campus, historic (or iconic) buildings and flashy, high-tech research centers, it’s tempting to feature these images in your display ads. But no matter how gorgeous the image, we find we get better results by featuring people in these ads, not things.

Don’t leave landing pages unfocused

For some reason, it’s easier to get excited about pre-click ad components (e.g., copy, offers, keywords) than post-click components (e.g., landing pages). But for a successful PPC campaign, you need both.

Perhaps that’s why it’s not uncommon to see poorly designed landing pages in the education vertical.

Don’t run the same campaign everywhere

Most universities have clear data about where they draw their students from. For example, one of our university clients is located in New York, and most of their students come from the Tri-State Area. They draw a lower number of students from nearby surrounding states, and the remaining are widely spread across the US.

Therefore, we run the bulk of our campaigns in the Tri-State Area and expand to other states and regions as supported by the school’s data. But in each case, we carefully adapt our messaging. Because, as you might expect, messaging that works in the Tri-State Area may not work as well in California, for example.

Don’t build your program around student application submissions

It’s tempting to make application submissions the focus of your PPC campaigns. This is understandable — after all, applications are the end goal.

But no student is going to be persuaded to fill out an application by a single PPC ad.

Instead, your goal is to start a conversation and develop a relationship. Direct the student to relevant information. Give him or her the opportunity to engage with your school and learn more about your programs.

In this respect, the education vertical is much like B2B marketing. The sales process is long and multi-faceted, and the goal is to build trust, prove expertise and provide information — not to make an immediate sale.



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Google's Various Algorithm Updates

Google has a long history of famous algorithm updates, search index changes and refreshes.

Below are links to some of the most important resources for search marketers :

Hummingbird

What Is Google Hummingbird?

“Hummingbird” is the name of the new search platform that Google is using as of September 2013, the name comes from being “precise and fast” and is designed to better focus on the meaning behind the words. Read our Google Hummingbird FAQ here.

Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.

Google Hummingbird is designed to apply the meaning technology to billions of pages from across the web, in addition to Knowledge Graph facts, which may bring back better results.

Mobile Friendly Update

What Is Mobilegeddon & The Google Mobile Friendly Update

On April 21, 2015, Google released a significant new mobile-friendly ranking algorithm that’s designed to give a boost to mobile-friendly pages in Google’s mobile search results.

The change is so significant that the date it happened is being referred to by a variety of names. Here at Search Engine Land, we’re calling it mobilegeddon, but sometimes it’s also referred to as mobilepocalyse, mopocalypse or mobocalypse.

One of the best ways to prepare is to test that Google considers your web pages to be mobile-friendly by using its Mobile-Friendly Test tool. More about the algorithm, including ways to bring improve the mobile-friendliness of your pages, is below.

Panda Update

What Is The Google Panda Update?

Google’s Panda Update is a search filter introduced in February 2011 meant to stop sites with poor quality content from working their way into Google’s top search results. Panda is updated from time-to-time. When this happens, sites previously hit may escape, if they’ve made the right changes. Panda may also catch sites that escaped before. A refresh also means “false positives” might get released.

Penguin Update

What Is The Google Penguin Update?

Google launched the Penguin Update in April 2012 to better catch sites deemed to be spamming its search results, in particular those doing so by buying links or obtaining them through link networks designed primarily to boost Google rankings. When a new Penguin Update is released, sites that have taken action to remove bad links (such as through the Google disavow links tool or to remove spam may regain rankings. New sites not previously caught might get trapped by Penguin. “False positives,” sites that were caught by mistake, may escape.

Pigeon Update 

What Is The Google Pigeon Update?

Launched on July 24, 2014 for U.S. English results, the “Pigeon Update” is a new algorithm to provide more useful, relevant and accurate local search results that are tied more closely to traditional web search ranking signals. Google stated that this new algorithm improves their distance and location ranking parameters.

Payday Update

Launched on June 11, 2013 – the “Payday Update” was a new algorithm targeted at cleaning up search results for traditionally “spammy queries” such as [payday loan], pornographic and other heavily spammed queries.

Pirate Update

Google’s Pirate Update is a filter introduced in August 2012 designed to prevent sites with many copyright infringement reports, as filed through Google’s DMCA system, from ranking well in Google’s listings. The filter is periodically updated. When this happens, sites previously impacted may escape, if they’ve made the right improvements. The filter may also catch new sites that escaped being caught before, plus it may release “false positives” that were caught.

EMD Update

The EMD Update — for “Exact Match Domain” — is a filter Google launched in September 2012 to prevent poor quality sites from ranking well simply because they had words that match search terms in their domain names. When a fresh EMD Update happens, sites that have improved their content may regain good rankings. New sites with poor content — or those previously missed by EMD — may get caught. In addition, “false positives” may get released. Our latest news about the EMD Update is below.

Top Heavy Update

Top Heavy was launched in January 2012 by Google as a means to prevent sites that were “top heavy” with ads from ranking well in its listings. Top Heavy is periodically updated. When a fresh Top Heavy Update happens, sites that have removed excessive ads may regain lost rankings. New sites deemed too “top heavy” may get caught.




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Best CMS Website Design And Development Services Company in Bangalore

The CMS based Website allows you to keep your customers informed with a feature-rich news section and integrated newsletter. Once your site is ready for launch, Bangalore Web Guru experts will train you fully in all functions of your CMS, either at your premises or at our offices in Bangalore. No other Web Design Company in India offers service to this standard.

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 Bangalore Web Guru is a professional CMS Development company which have experience in developing bespoke websites. CMS based websites developed by our Bangalore Web Guru experts are very easy to update even for a person without any technical knowledge. CMS allows multiple users to collaborate on the website and to control the data effectively efficiency with different levels of access and permissions.At Bangalore Web Guru,as the best PHP website design company, We have extensive experience in developing websites for variety of industries.

We have developed websites like :

• Shopping Cart web Development
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At Bangalore Web Guru, we provide scalable as well as flexible CMS based web development with instant features update and high quality output. Best CMS based Website development is our passion and we work hard to deliver it, we have developed our own CMS based application software and using by many website design companies.    

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How to Do SEO in 2017

Manage Your Content SEO Audit and Optimization with Semantic Search in Mind

RankBrain forever changed the way we optimize our website’s content for search engines. Ideally, you will need to learn how to read your targeted audience’s minds. But in real life, you will need to optimize your website for LSI keywords and contextual clues instead of standalone keywords.

The more your search results are clicked through, the more chances search engines will count it as the most relevant for searchers. In this case, your structured data is the surefire path to driving your potential readers. If you are not mobile-friendly in 2017, you won’t make friends with Google and your targeted customers.

With so many hot SEO trends and Google updates, it’s hard to figure out where to start from and what SEO and other digital marketing tools can help to chime in with those trends. Stop procrastinating and get to work with the following tips on your content optimization strategy for 2017.

Improve your website user experience by fixing on-page technical and content SEO issues

•     Make sure you have implemented the rel=canonical tag for all kinds of duplicate versions of your site.
•     Fix all incorrect response status codes. If you have 404 page not found issues, optimize those pages with navigational options or use permanent 301 redirects.
•     Check your website for content related issues like duplicates, long/short META tags, absence of ALT attributes, etc.
•     Elevate page speed related issues to make your site is fast and furious in the eyes of Google and searchers. The most common ways to increase your website speed are CSS, JavaScript and HTML minification, image compression, browser cache leverage, etc.

Contextualize Your Keyword Research and Optimization

•     Start by gathering your foundational keywords list. Take ideas from several sources, including keyword suggestions based on your key product keywords, synonyms of the queries which already bring traffic to your site, and competitor semantic research.
•     Use Soovle and Ask the Public which are free keyword tools to broaden your keyword halo. These tools are awesome at giving long-tail content ideas for your landing page optimization and for your new blog posts.
•     Become a denizen at Q&A forums and communities in order to learn what your potential searchers ask about and to get inspiration for a Q&A type of content.

Improve visitors’ engagement and your content search visibility with a proper Internal Links structure

•     Use descriptive anchor texts on your landing pages and link to relevant internal page content that pursues topics covered on previously read pages.
•     Make more deep links rather than always linking to top level superficial landing pages like the home or contact us pages. It will help you boost the search visibility of deep pages and speed up your new content indexability.
•     Avoid building too many links outgoing from one page. The more pages you link to, the less authority you give away with each link.

Improve your website SERP clickability by optimizing your structured data with relevant and descriptive copy

•     Wrap your Q&A content into structured, clear and simple copy. The variety of rich answer features gives you some freedom and room for improvement. Some of the rich answers contain schema markup, so it makes sense to optimize your microdata.
•     Enhance your rich snippets with review markup. Add review markup using schema.org.
•     Dress your brand to the nines with the help of Knowledge Graph optimization. Among the most common Knowledge Graph entities you should optimize your microdata for are: site name, site logo and social profile links. Use Schema.org’s Organization (Person) markup details together with Google+ profile (business page) optimization + Wikipedia profile in order to get the most visibility in Google search.

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Digital Marketing Predictions for 2017

Digital marketing is an ever-changing field. In our line of work, keeping up with trends is part of our daily lives, and we make it a priority to discover how these digital marketing trends may impact the websites we build and the strategies we create for our clients. As we enter into 2017, here are some of the things our strategy team will be keeping an eye on.



Immersive Content

Users are looking for a more real-time, live look at content - something that makes the user truly feel as though they are present. Snapchat's stories, Facebook and Instagram live platforms will continue to gain momentum in the new year connecting people through shared experiences. Virtual and augmented reality continue to gain popularity - we may see additional examples of this being gamified similar to the overnight success of PokemonGo in 2016. Even Facebook's 360 photos are an example of a richer end-user experience. The rise of video in 2017 will also be due to sharper cameras, bigger screens for viewing, and better video creation and editing tools.

Better Devices

Devices as a whole are going to become a big deal in 2017. Smartphone screens have found a sweet spot at the 5.5 inch mark, making them small tablets. Tablets have become versatile "2 in 1's" with attachable keyboards, turning them into desktops. Wearable technology (smart watches, activity trackers, augmented reality) has become one of the hottest commodities in the tech world. Ad platforms will recommend separating campaigns by device to ensure optimal performance. Google's Mobile-first indexing and AMP (Accelerated Mobile Pages) are signs that mobile is a bigger deal than ever. See how Google is expanding text ads to accommodate a mobile-first mentality.

Integrated Data

Getting smarter about marketing starts with knowing your audience. There is an increasing amount of data available to marketers, and with the idea of the Internet of Things (IoT), accessing that raw data is only the beginning. Your ability to target consumers effectively lies in the processing of this collected data - using what you know about your consumer to predict solutions to very specific individual needs. Marketers should be investing time and dollars in uncovering the key ratio of data to hit potential customers with the right message at the right time. Personalization, localization, "hyper-targeting" all feed into this concept.


Improving the Experience

Marketing in 2017 and beyond will be less about pushing your company's product, and more about connecting consumers with information in the moment. As we get smarter about collecting data, we can get better at matching our content to a users' intent, providing answers to potential consumers at every point in the buying funnel. The old adage of "content is king" continues to prove true, but in a world where content and messaging are everywhere and an increasing number of companies are clamoring for attention, it becomes even more essential for that content to be unique, interactive and high-quality. Strategies that support this tactic include well-executed content marketing, native advertising, and niche targeting.


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Major SEO Steps for a Website Relaunch

You’ve had the same site for years. Finally, you get the funding for a new one. The team’s been working together for weeks and you’re finally ready to re-launch. Where do you start?

The website relaunch process is a critical time for SEO. It  involves planning, transition, and post-launch phases of activities to ensure that previously earned relevancy and authority are transferred from the old site to the new. Also to make sure there are no hidden issues that tank rankings and traffic.

The three phases will take a varying level of resources and time depending on the size of the site, as well as the goals of the site. A 50-page informational site will be much easier than a 50,000-page e-commerce website in many regards. Note that I’m assuming the new site is mobile-friendly and the UX team confirms it passes Google’s testing tools–a given in 2017.

Planning

This phase is crucial to project success. Speaking from experience, the goal is for the re-launch to be a well-planned process absent of surprises.
 In the planning phase, there are several important initiatives:

•     Page URLs
•     Keyword mapping
•     Title and meta descriptions
•     Canonical tags

Planning doesn’t have to be fancy or elaborate. It can be as simple as starting with an Excel file plotting page URLs for the new site. Hopefully up to this point a sitemap has been developed that you can work from. If you have a development or staging site in place, you can likely run Screaming Frog or your crawler of choice to export the HTML page files.

And if you’re not getting results when trying to crawl, it’s likely your developer is doing the right thing and disallowing all robots from indexing the site with a disallow “all” in the robots.txt file (robotstxt.org is a great resource). You might need to remove this for a moment while you crawl the site.

Once the URL list for the new site is set, you can make updates in your Excel file to optimize based on content structure and desired page groupings. You’ll likely need to work with your UX team and developer on this. From the page list, it’s easy to identify the pages that carry over from the old site and those that will change. Now you’re ready to identify the pages and sections that should be targeted for specific keywords.

After identifying the pages and focus keywords/topics on the new site, it is time to plan or write title and meta description tags. If you have a static site or one that requires manual tag writing, this is the time to get to work.

Write custom tags for each page and tailor them to the focus keyword(s) and relevant topics of the page. Don’t forget to follow best practices on the character length (Moz has helpful information for titles and descriptions). If you have a large site or one that’s very data-driven, you will likely need to write formulas for the tags you want for your development team.

For example, on an e-commerce site, write tag structure for category, sub-category, and product pages. This will include a lot of fill-in-the-blank slots from the database for the developer to map specific fields as well.

The last aspect of the planning phase requires questions of the technology you’re using on the new site, and of your development and IT teams. It’s the canonical aspects of the site to ensure that the search engines properly see one site for indexing. Beyond the more obvious needs where there’s known duplicate content (products in multiple categories), it’s important to understand if URLs with and without trailing slashes render as separate pages or redirect to one another.

Transition

The second phase of SEO for a relaunch includes :

1.     301 redirects
2.     XML sitemap
3.     Robots.txt

These items may start prior to launch and possibly alongside planning items, but they’ll be a focus when the site actually launches.

301 redirects are the most important aspect of a relaunch. I always expect to be on call when a site launches to catch missed 301s and other issues that arise. It’s important to plan–using the spreadsheet discussed earlier or other similar methods–to map out the old site pages to the most relevant new site page. In some cases, this is a straightforward process–and in other projects, it can take days or weeks of work.

To track down all old URLs that need to be redirected, don’t just crawl and look at the old (current) website. Do a “site” operator search in Google, and look at Google Search Console and Bing Webmaster Tools to see what URLs the search engines index and deem important. Create this list and hand it to your dev team or implement it yourself through the CMS.

Once the site launches, you need to go back to your redirects list and spot check the old site links to make sure the redirects took effect. Make note of those that go to 404 pages or have issues. Also, make sure they are 301 redirects and not other server codes–there are a bunch of web based tools like redirectcheck.com to help you verify. Lastly, go back and perform that “site” search in Google again and click on links throughout the results pages to make sure nothing was missed or configured improperly at launch.

When your redirects are in good shape, it’s time to crawl the site and develop a new XML sitemap if one isn’t already automatically generated by your CMS. Whether it’s a dynamic or static sitemap, I strongly encourage you to manually review it. Make sure it’s void of duplicate or 404 page URLs. This is an important step because the search engines lose trust in your sitemap if there are errors.

When your sitemap file is in good shape and you have a solid robots.txt file on the site, it’s time to submit their locations to Google Search Console and Bing Webmaster Tools.

Post-Launch

With the launch phase complete, it’s time audit and test the site with these steps :

1.     Redirects audit
2.     Canonical audit
3.     GSC/BWT tests & submissions
4.     30-day auditing

•         404s
•         Tag issues
•         Canonicals
•         Indexing issues
•         Content and ranking issues
•         Overall traffic issues

In this final phase, some steps will repeat to include review of URLs, tags, canonical structures, redirects, and more. After all, there’s nothing worse than doing the right stuff to this point only to realize a month later that a minor detail was missed and traffic tanked.

Fortunately, Google and Bing provide great diagnostic information in GSC/BWT to make it easy to keep an eye on progress. Google Analytics also can help you to quickly flag any drops in traffic or problems.

It’s critical to monitor the health of the site and the implementation of planned and transition activities at least weekly after launch. This will ensure the search engines give the new site credit for relevancy, the authority status of your old site, plus the enhancements you made for the relaunch.

Don’t waste the time and approvals it took for your team to do a relaunch. Try a three-phased approach like this one to ensure the new site has a firm SEO foundation and promising future to provide a return on investment and opening new opportunities for your SEO strategy.   



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Ways to Grow Your Podcast Audience with SEO

Along with technical SEO and links, high-quality, interesting, engaging content is one of the three main pillars of any successful SEO strategy.

Traditional content strategies use blog posts, articles, images, and sometimes video as the main sources of content. And while those can be awesome for driving traffic and supporting your SEO efforts, podcasts are an often overlooked and underestimated medium. Podcasts can build your brand and drive direct traffic, while at the same time adding rich content to your site and supporting your link-building efforts.

Of course, you not only need to know how to leverage your podcasts for SEO, but also how to rank well on the platforms specific to podcasts. So whether you’re starting out or are an established podcaster, read on for specific tips on how to SEO your podcast.

It’s All in the Title

What does it take for your podcast to be found on iTunes and Google Play? It’s all in the title. The iTunes ranking algorithm for podcasts places a heavy emphasis on the title of the podcast, in addition to factors like total number of subscribers and the total number of reviews for the podcast.

What this means is that, while you want to have a title for your podcast which is compelling and interesting, you shouldn’t have a title which is so obscure or non-intuitive that it doesn’t explain in clear language what your podcast is about. Make sure to include your most important keywords in the title of your podcast. If your show is already established, you can do this by adding a subtitle. For example, if your show title is “A 5th Race Podcast,” and your show is about Stargate, you can make sure that you’re found by adding a subtitle such as “An Unofficial Stargate Podcast.”

That said, a generically keyword-rich title that is not distinctive or memorable is also a non-starter. The title of your podcast should be something you are proud of. (Note that with branded podcast names, it would be good to incorporate keyword-rich subtitles.) And while you do want to include keywords in your title and/or subtitle, don’t try to stuff your author tag with keywords. Apple will catch on and send you a note stating that your author tag isn’t representative of what your show is about.

Keep it clean, use the right keywords where it counts, and you should show up for relevant search queries. On Google Play, your show’s description (not individual episode descriptions) is searchable as well, so make sure you optimize it, while still keeping the copy interesting and compelling. (Speaking of keeping it clean, if your show has swear words and is thus labeled as explicit in iTunes, your podcast will not be reaching the very large Indian market.)

Optimizing Your RSS Feed

While the average user doesn’t use RSS nearly as much as in the past, your RSS feed syndicates your podcast on iTunes, Google Play Music and most other podcast platforms out there. Essentially, your RSS feed is what people are subscribing to when they subscribe to your podcast on any of these platforms.

Your feed is also what provides all your podcast information to these platforms. So when you want to update your show’s title or description, you have to update it in your RSS feed. It can take up to 24 hours for any of the fields to update on iTunes or other directories.

The best way to have SEO control over your podcast is by creating your RSS feed using the one that Libsyn provides you or the feed you get from the PowerPress plugin for WordPress (a free plugin).

Make sure you have a good, compatible RSS feed that won’t break or be too slow by using either castfeedvalidator.com or podba.se to validate your feed.

Leveraging Your Website

Yes, your podcast is an audio file, but that doesn’t mean that you can’t score SEO points by leveraging your website and making it a worthwhile destination for Google to send traffic to. As SEO practitioners, we are always trying to attract more trusted links to our sites. A great podcast is just one more type of content you can use to attract those links.

If a writer is looking at your site and considering linking to your podcast content, showing them other authoritative sites where your content has been featured can act as a “social proof” that your content is authoritative, high-quality and trustworthy, and thus worth linking to. For instance, you can show an “as seen on” section on at least your home page, but preferably on every episode page — the way I do on my biohacking/lifehacking podcast, “The Optimized Geek.”

Another easy way to boost your reach is to create supporting content that you want to expose search engines to. Some examples of content you can create are:

• Episode description or recap
• Show notes with timestamps
• Transcript
• Key takeaways
• Checklists/worksheets
• Episode art

The transcript will be a particularly text-rich piece of content to post to your site. Don’t just bury the transcript, feature it and present it nicely, so that users are more inclined to interact with it.

Each episode should have unique episode art so visitors have something to pin on Pinterest. Have a look at my wife’s show, “Stellar Life,” for an awesome example of the use of episode art:

Whenever possible, provide supporting content that drives listeners to your website. For example, on this episode of “The Optimized Geek,” I included multiple photos and videos on the episode page of me at my guest’s facility freezing my butt off in the cryotherapy chamber and then gnashing my teeth by doing the equivalent of a 350-pound bench press on the bioDensity machine.

Make sure each supporting content piece has a human-friendly URL, and include the link to each in your show notes. Remind your audience that if they’re using the Podcasts app, they can easily access the show notes by clicking on the podcast artwork in the player. Add your call-in number and contact email to the top of your show notes so your listeners can get in touch with you as well.

Recycling Content

Many of the tips featured in this article were pulled from a couple of episodes of my Marketing Speak podcast. Specifically, the one featuring Daniel J. Lewis (SEO Your Podcast to Grow Your Audience) and the one featuring Rob Walch (Podcasting 101: Creating a Successful Show). See what I did there?

Taking existing content and transforming it into another piece is a great way to leverage resources that you already have to boost your authority and improve your ranking on specific topics. You can take the content from your podcast and turn it into articles, blog posts, infographics, slide presentations, videos and so on to get even more SEO value from the recycled content.

That ‘other’ Search Engine: YouTube

YouTube, as you likely know, is the second most trafficked site on the web after Google, serving over a billion users. When considering any SEO strategy, but with podcast content in particular, YouTube should always be a part of your strategy. Not only is YouTube a huge search engine in its own right, but YouTube content frequently appears in the main body of Google search results as well.

There is no reason you can’t take your podcast recording and turn it into a YouTube video fairly easily. There are lots of file converters and video editing software which can translate your audio files into video. In fact, if you host with Libsyn like I do, then you can use their built-in Publish to YouTube feature (see screen shot). You can choose to either record actual video of the podcast participants as you do the podcast and use that video on YouTube, or overlay slides with your brand, interesting images, charts that support what the podcast is discussing at a particular time, and other contact information on top of the audio to create a video presentation.

Of course, YouTube/video SEO is a whole topic unto itself, but at the minimum, you should create an optimized title for your YouTube video, have a great description that includes a link to the show notes and episode page, and if possible, provide your own transcription of the podcast to override the YouTube auto-generated transcript, which is full of errors. Having an accurate transcript on your YouTube video isn’t just good for YouTube SEO, it’s great for those who aren’t native English speakers, because they can read the subtitles as your episode plays.

Podcasting for Link Building

Another way podcasting can benefit your overall search engine optimization efforts is through attracting links. If your podcast content is interesting, entertaining, compelling, useful and so on, it may well attract links all on its own, but there are certainly other links that you can pursue.

One of the easiest may be to get a podcast guest speaker to promote the podcast on their own site. If someone takes the time to be interviewed for your podcast, it’s quite likely they are going to want people to hear that podcast episode. By hosting the podcast’s episode page on your own site, in addition to syndicating it out on popular media and podcast platforms, you can give your guests a natural place to link to on your site.

One way to increase your odds is to look for podcast guests who might have a vested interest in promoting the episode because they will get a business benefit out of the increased exposure. These might include a company releasing a new product, perhaps even someone launching their own podcast, or an author promoting a new book. Authors are a particularly good target, as generally when they release a new book, they want any and every source of promotion they can find.

Make sure you talk to podcast guests beforehand about linking back to you, and ensure you follow up to make sure you actually scored that link. A great time to ask them for the link to post to social media is immediately before you start recording the interview. Get their verbal commitment, and you’ll get a much better outcome when you send them an email that the episode has posted and that you’d appreciate a link and some social mentions.

Incidentally, the reverse of the above can also be true. A podcast page on your own site is a completely valid and natural place to link back to the site of anyone participating in the podcast. If you are looking for or pitching people to participate in your podcast, if they understand the value of a link, that may be an additional inducement to close the deal.


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Why Content-Led SEO Will Always Fail to Build Links Effectively

SEO as a discipline has always struggled with its black hat or unethical practitioners saturating the industry with questionable link-building practices. As an ethical SEO, I’m sure I’m not alone in feeling pleased about Google’s efforts to fight against these attempts to game the system with algorithm updates like Panda and Penguin, resulting in a wider awareness of the risk of unethical strategies.

One side effect of Google penalizing common unethical techniques like link buying, link exchanges or flat-out content spinning has been an upsurge in the popularity of “content-led” inbound marketing strategies.

Content-led inbound marketing strategies

We’re all familiar with this approach. Typically, the process flows something like this:

The SEO agency tells its client that its strategy to build links is to create great content, promote it, and then reap ranking benefit from the subsequent developed links. They advise the client that they will run content ideation sessions and allow them to vet the proposed ideas so nothing will be outside their brand or tone guidelines. They may also align the planned content strategy with the client’s marketing strategy.

At this point, the SEO agency will probably use BuzzSumo, or a similar tool, to find content that is popular socially, and then look at what made that content so successful. They might match that back to target audiences from the client’s wider marketing strategy. They then run an ideation session using that data and provide back to the client the content ideas for sign-off. If the client is lucky, those ideas will be genuinely unique and interesting. If they are exceptionally lucky, they will also have a level of realism and feasibility baked into the requirements of creating each idea.

After sign-off, the ideas will be worked up into highly polished content and promoted using a clever, light-touch multi-channel promotion strategy. In an ideal world, they all go live on time, and the promotion strategy works to efficiently place the new content right under the noses of all those social influencers identified in the ideation session.

The problem with this approach is that it is wildly unsuccessful at consistently creating any links of value for the client.
In a recent collaborative study of content marketing success run by HubSpot across 700 marketers, the headline figures were that although 67 percent of those marketers were planning to increase their content marketing efforts in 2017, 72 percent of those same marketers rated their current content-led marketing activity as “Limited, Basic, or Inconsistent.” In addition, 60 percent of marketers rated content marketing strategy as their biggest challenge.

So, what is the cause of this basic failure of content-led strategy to achieve its stated purpose?

At QueryClick, we have been surveying marketers for more depth on the causes of content marketing failure, and overwhelmingly, a lack of genuine ability to get high-quality content live is a key factor. Poverty of quality in ideas proposed is a challenge. And failure of influencer uptake for content that they have already moved on from wraps up the key issues with the process as it stands.

What does content-led strategy failure really mean for SEO?

While it may seem obvious that investing the majority of your time on content production that ultimately fails to get out of the gates (or otherwise fails to achieve your planned content strategy goals) may self-evidently appear to be a bad thing, can we quantify what failure in this aspect of your overall SEO strategy means for organic performance?

Moz comes to the rescue here with a comprehensive study of its own, although it is now a little dated, as it was last run in 2015. In the study itself, run across 150 SEO experts, Moz found that backlink domain diversity and authority stand out as by far the dominant factors in driving SEO performance.

Taking the two studies in tandem, we have described an SEO industry that is tied to a practice (content-led inbound marketing) that is failing in its core objective (driving high-authority domain links and domain diversity).

How can we work smarter in targeting content strategy?

In my view, demonstrating the failure of the current approach to content marketing highlights a solution (one of no doubt many — and I’d be very interested to hear thoughts from the community). Replace content-led strategy with audience-led strategy.

One of the issues with common approaches to content marketing is the failure to qualify ideas, which leads to too much time wasted on content that won’t actually achieve your business objectives. The ideation session should focus less on content types and more on audience profiles. This allows the session to be refocused on genuinely new content ideas that will add value to both their audience, and ultimately provide a better quality of links back to the client website.

I like to use a blended metric of Tendency to Link to understand an influencer and their audience’s ability to transform social interest into hard links to the website. By doing this at the ideation stage, you can link those high-tendency audiences back into your overarching keyphrase strategy and build in underlying SEO impact to your creative ideas, no matter what form they take.



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Local SEO results differ from regular search engine results. If you do a search for - SEO Services Company on Google Maps, Yahoo! Local, and Bing Local now each have a unique ranking algorithm that considers additional variables not used when generating traditional search results. For example, when you look at most geo-targeted queries in Google, you now see local results almost always listed first.

According to our Lead marketing Services Company, Local search refers to searching for products and services online, but utilizing a geographical component to make the search more specific. Local search has been around for quite some time now, but it has not been until recently that local search began to gain recognition.

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7 SEO Tweaks to Improve Your Content Before You Hit Publish

Here are seven SEO tweaks that will definitely help you optimize any piece of written content. These content optimization tweaks are simple but effective. Let’s dive in!

Create High-Quality Content

There is no doubt that writing great content is key to your website’s success in search results. Optimization (the SEO tips and tricks I am going to talk about) plays an important role, but without content, you have nothing.

Stuffing a meaningless article with keywords and links and rewriting it several times, previously used to send your site to the top of the search results. Then 2011 came along, and Google made sure that you would be penalized for low-quality, keyword-stuffed content (Panda update).
But how can Google distinguish high-quality content from low-quality content? There are at least three main methods:

• Analysis of behavior factors
• Checkup for SEO guidelines compliance
• Use of human content raters

Optimize Your Content

To keep your content machine running, you need to demonstrate tangible results. And while content on its own may bring your site to the top, optimizing from an SEO standpoint can help you achieve even better performance.

While there many ways to approach content optimization, every piece of content should have:

•     A catchy headline with a main keyword
•     Subtitles featuring the main keyword, plus several LSI keywords
•     The main keyword in the first paragraph (recommended)
•     Titles and subtitles with H1, H2, H3 metatags
•     Images with ALT tag (with main or LSI keywords)
•     Naturally placed keywords and LSI keywords in the text
•     A meta description with the main keyword or an LSI keyword

Include Visual Elements

High-quality articles are the holy grail for every digital marketer. It is no wonder you spend hours slaving away on your content. But let’s be honest here; you don’t do it to simply educate your target audience. Your goal is to attract, convert, close, and retain customers.

If your content drives traffic but no conversions, that is a big red flag. It may be that your content doesn’t bring any value, but most likely, your content is too crammed and visually boring to keep customers engaged.

To figure out what is wrong, I recommend using heatmap tools like CrazyEgg or LuckyOrange. Then, all you need to do is analyze how users interact with your content. It won’t take you much time to understand what makes customers leave your page. Maybe it’s bulky paragraphs or just lack of catchy titles and subtitles.
 
Boost Trust With Links

Once, search engine optimization was all about links. The more sites linked to a given page, the better rank it received in search engine results. This all changed in 2012 when Google Penguin rolled out, penalizing link farms and sites that purchased links to manipulate SERPs.

Links still matter, though. The only difference is, link quality, not quantity, makes all the difference. Your content must feature high-quality external and internal links to boost search ranking, improve trust, and bolster credibility.

External links should lead to trustworthy, relevant, and reliable web pages. By placing these links in your content, you demonstrate to Google that you can prove your point with facts while providing additional information for your readers.

Internal links are good for SEO as well. By linking your site’s content together, you facilitate indexing and pass valuable link juices to other web pages. Basically, this allows you to boost your site’s SERPs in a cost-effective manner.
 
Incorporate Social Elements

Social media is the lifeblood of digital marketing. Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram, and other social networks are the perfect platforms to raise awareness, improve brand loyalty, and bolster credibility. It’s no wonder businesses dedicate time and resources to keeping their social subscribers engaged by publishing new posts, re-posting relevant content, running quizzes, arranging contests, etc.

The problem is, the success of any social media marketing strategy hugely depends on how well content is optimized for social networks. While content sharing is an ordinary thing for digital marketing experts, your customers won’t spend their precious time trying to figure out which button to click to launch your article or share it with friends and family.

Your content pages must feature convenient social sharing elements. By convenient, I mean that sharing buttons should be located either at the top or at the bottom of your page or follow your customers on the left or right as they scroll.
 
Add a Comments Section

A comments section is what you need to bolster engagement, nurture relationships, and collect feedback. By allowing users to comment your content, you show that you care (which is always important).

But why do you need comments for your SEO?

First, they help you answer any questions your customers might ask about this or that content piece, which attracts natural backlinks and shares. This can also signal to Google that you are all about providing value to customers (which is never a bad thing).

Second, comments keep your content fresh for a longer period of time. Comments are also content, and their weight matters to search engines (especially if these comments are relevant, featuring targeted keywords and high-quality links).

Having a comments section is not always great, though. If your comments section is crammed with spam, unrelated comments, and low-quality links, it will tank your search engine ranking positions. Be careful and never hesitate to delete comments that don’t provide value.
 
Place a Compelling Call to Action

A common practice is to place calls to action on landing pages, but I recommend incorporating them into regular blog posts, infographics and videos as well. Why? Because CTAs make your content actionable and push your site’s visitors down your sales funnel.

HubSpot’s blog demonstrates how this strategy works so well. Every article features product and service offers, related white papers, PDFs, and ebooks.

The clickable CTAs lead to customized landing pages, which greatly helps HubSpot get more leads, conversions, and customers. The HubSpot team utilizes all the power of their inbound methodology, smoothly leading users from one stage of their customer journey to another.

From an SEO standpoint, CTAs are great. They feed more content to website visitors and improve the average time on site metric. Basically, a CTA is your most valuable internal link which should be used to drive customers to the right pages (that move them forward along the conversion path). Don’t miss out on that chance.


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