Archive for the ‘SEO’ Category
The greatest video games of all time owe their success to that certain “just one more play” design that keeps people glued to their controllers for hours and hours. And while Tetris, Pac Man or Brick Breaker may have more bells and whistles, we’ve found that there’s definitely something addictive in nature about Google’s new search tool, the Wonder Wheel.
Sitting down to play around with the Google Wonder Wheel we were amazed when we looked up at the clock to see that over an hour had passed. Such is the immersive nature of this new tool.
Part of a new set of search options that includes timelines, date sorted searches and other enhancements the Wonder Wheel is Google’s newest method for finding and organizing quality search results. Using the Wonder Wheel, users are given a visual representation of searches related to their main query.
The Wonder Wheel is a flash-based application that places the primary search term at the center of the diagram and lists the most relevant related search around it in surrounding circles. Select one of the related search terms and it becomes the center point of the graphic - with its own “family” of related searches in surrounding circles.
Fun and intuitive, the tool is much more than eye-candy however. It is a dual purpose tool that can aid both keyword research and linkbuilding. The Wonder Wheel is an ideal way to research and brainstorm keywords and phrases needed to optimize a site properly. Click around the various circles leads the user down a number of different paths - many of which might not have been immediately recognized using standard search tools. And by reviewing the backlinks of sites that appear in the top results on the right side of the page, those looking to build additional traffic can find quality targets for link placement at a speedy clip.
The Wonder Wheel is the latest example of Google’s drive to change the way we search the web. It is one of several innovations that place more of a visual emphasis on search - making it accessible for both novice users, and a powerful tool for SEO professionals.
So you’ve got a cup of coffee by your side and your “lucky writing hat” on and you’re ready to start creating the most brilliant, incredibly keyword-rich content the online world has ever seen. Whoa, there partner! Have you taken the time to really master the craft? Are you planning on stuffing your content so full of keywords that it’s going to burst like a thanksgiving turkey? Have you done enough proper keyword research to capture the attention of your target audience?
The following are five burning questions that you need to ask yourself about you SEO content efforts today, tomorrow and next week.
How important are old-school metrics of SEO content such as keyword density?
Back in the day, keyword density was the phrase-of-the-day in terms of search of content. The denser your copy was with keywords, the better it would rank - as the story went. But we are more sophisticated creatures now, and so too are algorithms at the major search engines.
Too much emphasis on a single keyword or phrase is likely to get you filtered out by Google and Yahoo! Relevancy has become the order of the day and as such you need to be more selective of how many appearances a keyword or phrase in a piece of content - and instead focus on whether or not your content reads well and provides your audience with a clear, comprehensive chunk of the information they were seeking in the first place.
Is your SEO content truly link-worthy?
Anyone can produce content, but the great ones produce content that is truly link-worthy - the kind of content that any site would be proud to link to off of their site.
To determine if your content is linkworthy as yourself the following questions:
- Is your content something that a lot of people are seeking?
- Does your content have a unique point-of-view or voice?
- Is your content 100% original, and can’t be bought or found anywhere else?
If you answered YES to all three of these questions, congratulations, you’ve got some mighty fine linkworthy content there!
Is your SEO content spread throughout the entire site?
While everyone wants a home page that is well-optimized and rich with great content, it is important that you don’t forget about the other pages in your site. Great SEO content development means spreading the wealth around your entire site so as to drive traffic to those pages as well. Don’t use up all your great material on the home page. Develop logical site architecture and support all your products, services and general information with outstanding content.
Is your SEO copy built to help you convert?
Some of the best, most relevant copy in the world is still deemed a failure because it fails to achieve the most important goal of all: to convert sales. Insert calls to action subtly at the end of your content, or position graphic elements around the page that make it easy for people to contact you after they’re all fired up by your amazing content.
Are you constantly developing new SEO content?
Content development is not a static, one-and-done process. The companies that enjoy the most success in terms of their SEO content are those that continue to monitor their rankings, research new keywords and of course, develop exciting, fresh content.
If you live in an apartment or condo complex, take a walk out to your mailboxes. See if there aren’t about a dozen unwanted chunks of bound paper sitting there in yellow plastic bags - waiting sadly for an owner who will never come. These are the Yellow Pages - a once proud service that has lost its prominent place in American life.
It’s not an understatement to say that Google and Yahoo! are the new Yellow Pages. Although space in the big printed book continues to demand top dollar, more people than ever now get online when they need vital information about local services and businesses.
If you’re going to reach these potential customers, it is important to start paying attention to your ranking in local search and your presence within the biggest customer review sites.
SEO with a local flavor
When someone need a plumber, they are likely to search on a keyword combination that features both their location and the type of business they are seeking. So if you fix clogs in the City of Angeles, you should optimize your site to feature keywords such as “Los Angeles Plumber” or “LA plumbing”
While these keywords may not generate high levels of traffic individually, taken together they create a formidable amount of traffic. And you can rest assured that those who DO use them are a very qualified lead for your business.
Keep up with your Reviews
Take the time to track down all the major review sites for your area. Most commonly, local reviews can be found at Yelp and Google Local. Monitor your reviews every day and do the following:
- Don’t just look at the positive ones. Positive feedback is a fine feather in anyone’s cap, but it is less-than-favorable reviews that provide real insight into how your customers view your business.
- Respond to every review. Say “thank you” to those who write up a nice mention of their experience with your company. Talk to the people who write negative reviews as well. Open up a dialogue with these people to try and find out why they are unhappy.
- Reach out to negative reviewers. Make a concerted effort to get negative reviewers to come back and give your business another chance. Create a special offer just for them. By showing that you are concerned about their customer satisfaction, everyone who sees the site will see that you are interested in providing the best levels of service.
By maintaining content with relevant geo-specific keywords and enhancing the trust level of your business through responding to customer reviews, you will be in a better position to own your target area online. And as for the Yellow Pages…anyone need a good paperweight?
Like an urban legend run amok, there are some things about SEO that we believe just because we have heard them for so long that we accept them as true. But as our 43rd president might have said, there is more “truthiness” than truth to the myths below.
The Most Common Myths of SEO
SEO Myth #1: The longer the copy, the higher the rankings. Once upon a time, people believed that they had to write the article content that was twice as long as the Magna Carta in order to be effective - and that the longer it was the better. The truth is, if you can focus on 3-4 key phrases effectively in a 500 word piece, you stand just as good a chance as producing great results.
SEO Myth #2: SEO is “set it and forget it” marketing. With the rise of SEO, there have come many companies looking to make a quick buck and then move on to their next mark client. But SEO is not a one-off solution to online marketing. In order to receive high rankings, companies must examine the data and make changes on the fly. There needs to be awareness of what is working and what is not at all times.
SEO Myth #3: Flash detracts from good SEO. The only way that flash animation can keep your SEO from succeeding is if Flash is the ONLY thing you do! As long as there is solid, keyword-rich content on your pages, the Flash won’t keep you from getting the job done.
SEO Myth #4: Repeating the same site copy over and over helps build rankings. Nope. In fact, duplicate content is one of the quickest ways to see your ranking fall. You need to treat every article you create as if it was a snowflake - 100% percent unique in its own way!
SEO Myth #5: Anyone can implement an SEO strategy. Technically speaking, anyone can perform open-heart surgery, but it is usually creates messy results. We’re not comparing SEO to major surgery, but the unique mixture of art and science make it best left in the hands of the experts.
SEO Myth #6: It is hard to predict how well an SEO campaign will perform. It’s confusing that such a mode of thinking would exist for a marketing procedure that is driven so readaily by analytics and statistics. Yet only recently have people begun to put faith in their reporting and predictability of certain actions.
SEO Myth #7: You only need to worry about optimizing your home page. There’s no reason to stop with just the home page! All the pages on your site contain kick-butt content, so why wouldn’t you want people to find those as well?
SEO Myth #8: You should build your site, then develop an SEO plan. This is sheer madness! If you want to be truly effective in your SEO efforts, then the best course of action is to design your site, your blog and your entire online presence with SEO in mind. By optimizing everything from the get-go you won’t have to go back and re-do all your hard work.
The myths of SEO are out there, with more be adding to the legend every day. To succeed online, your business must look beyond these myths and discover the truth behind generating traffic, leads and conversion.
When times are tight, businesses have to treat every single marketing dollar as if it were a rare Faberge egg. That means NO throwing money at blue-sky branding concepts or unfocused advertising efforts.
Instead, the most effective way to utilize a marketing budget during a down economy is by drilling down and targeting customers with greater precision and then producing highly trackable programs that allow you to change direction on a dime if needed. Currently, one would be hard-pressed to find a better way to accomplish this than SEO.
