Barbara Dizon

Webinar Recap: Your Toughest SEO Questions Answered

April 20th, 2011 by Barbara Dizon

First off–thanks for all the great participation on today’s webinar! It was refreshing to be able to answer so many questions live and on the chat, so we’ve highlighted some key questions and answers for those who couldn’t attend.

Q: How many keywords should you generally target per page?
A: 3-5 variations and derivatives of the same term

Q: What is breadcrumb navigation?
A: Breadcrumb Navigation is a way for both users and search spiders to see how they reached the current page of the site they are on. Let’s use Nordstrom as an example: as you shop, you click links HOME>WOMEN>CLOTHING>SHOES>HEELS…this helps keywords on the page and helps the user revert if necessary. Let me know if this makes sense!
(Readers: does this make sense?)

Q: If people are searching for a really oddly phrased keyword that’s hard to directly incorporate into the content, does it really matter how the words are arranged? For instance, a keyword like “tennis shoe red nike”
A: Google picks up derivatives and variations so you shouldn’t worry too much. Make use of the metas, though.

Not really a question, but interesting topic we’re staying on top of:
Q: Google can read text from img, it is still experimental but they are already reading imgs in pdf files. Bruce Clay announced this at last pubcon.
A: Yes, still in beta. Once we find significant data in our research we will be sure to present it on a webinar!

Q: What is “anchor text”?
A: Anchor text is the term in which a hyperlink is embedded. It is the term that is on the page which is highlighted and click-able, and should take you to the respective page.

Q: If you are a local company, is it important to put geographical info (City, state, etc.), or do local and registering with Google local take care of this for you?
A: If your business is geo-specific, yes include those in your terms. Google local will show your business listing, but keep in mind this will NOT help your primary domain rank organically!

Let us know if you have any other questions and/or topics you’d like to discuss further and we’ll be sure to add to this post.

–Barbara | @barbaradizon

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Webinar Recap: JCPenney’s SEO No-Go–What Went Wrong and What You Need to Do

February 24th, 2011 by Cynthia Everson

In case you missed yesterday’s webinar about JCPenney partaking in blackhat SEO, or you’ve been hibernating for the past couple weeks, here is a recap of what happened to JCPenney’s SEO rankings and what exactly went wrong.

JCPenney recently received a penalty from Google for purchasing links on sites all around the web in order to boost their ranks on highly competitive keywords, including “dresses”, “area rugs” and “bedding”. The number of links being built increased drastically during the holiday season and eventually raised some red flags with Google. Matt Cutts’s Google Spam Team went in to investigate, saw blackhat SEO strategies in place, and penalized JCPenney’s rankings—dropping their keywords from the first page down to the sixth and seventh.

What Went Wrong? There were three main problems with JCPenney’s SEO strategy:

1.  Drastically increased rate of link-building during the holiday season. Building so many links at once is what signaled the red flags. Each site has its own natural rate of link-building (i.e. how many links are built to your site without you doing anything), and you don’t want to push too far beyond that. To be safe, we never recommend building more than 50 links a month. Even that is on the high-end if you are building legitimate links to your site.

2.  Built links on irrelevant sites. Tiny links for bridal sets and fashion jewelry tucked into the bottom right corner of a site about cars may not bother a user, but this is a big problem for Google. The irrelevance of the links is a blackhat red flag to Google. Links should only be placed on relevant sites where they make sense and have value to both the search engine as well as the user.

3.  The main website could not be optimized. Surprisingly, the actual URLs that were ranking were not from the main JCPenney website. They were actually from a proxy server. The original site could not be optimized (probably due to backend issues), so a mirror site with cleaner URLs and optimized meta descriptions and keywords was built. Using a proxy server in itself is not a problem. However, it definitely would have been better if the site they wanted to promote was something that could be optimized and rank well on its own.

What should they have done? More than anything, patience is key with SEO. The holiday season may have rushed everything, but in the end it wasn’t worth the SEO campaign backfiring. Real SEO should take months, if not years (depending on how competitive the keyword) to get you onto the first page. If appropriate measures are taken and you abide by Google’s Webmaster policies, you can still ensure great rankings and measurable results.

Cynthia | @cynniebug

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Search Marketing Strategies for 2011

January 7th, 2011 by Sarah Shakour

It’s a New Year and businesses are revamping their marketing efforts. In case you missed this week’s webinar on Search Marketing Strategies for 2011, here’s a recap to help your business reach your online marketing goals!

There were three Online Marketing Objectives discussed:

Goal 1: Increase Visibility on Search Engines

Goal 2: Build Traffic to Site

Goal 3: Maximize the Revenue Opportunity

Increase Visibility on Search Engines:

Studies show that 68% of search engine users only look at the first page of results. In addition, if you’re ranked number one on the first SERPs (Search Engine Results Page), you’re ten times more likely to get a click than someone who is ranked number ten (42 vs. 3% click through rate, respectively).

The first step to getting the most possible sales from SEO is optimizing for the right keywords. That means narrowing down a short list of ideal key phrases that your sales prospects and customers use to find your product.

•        Keyword Expansion Tools: Wordtracker, Wordze, Keywordiscovery, Google’s SK tool

•         Competitive Analysis : Scour competitors sites for missed keyword opportunities

•         Customer Terminology : Talk to your sales team. What terminology do customers actually use?

•         Analyze paid search data: Analytics data, internal site search, web logs

Which keywords bring the best (most qualified) visitors?

•         Stages of Sales Cycle: Evaluate keywords by stage of sales cycle

•         Keyword leverage analysis to determine which keywords are at a critical inflection point

in your rankings

The number of, and competitiveness of your keywords will then help you determine the optimal SEO strategy for your site.

Build Traffic to Site:

Once keywords are selected, they need to be targeted in the site content. Site content is very important because not only do search crawlers read it to index your site, but it is what customers see when they get to your site. For visitors, site content must be informative, engaging and compelling. For search engines, different aspects of site content must signal relevance.

You need to have keyword-rich content on each of your site’s pages, especially your homepage. Keep in mind; if you don’t write about it, you’re not going to rank for it–include essential keywords, keep your message simple and relevant. Most importantly, make sure it makes grammatical sense. Search engines can identify gratuitous keyword placement.

There is a simple way you can see what Google can read on your webpage. The easiest way is to go to the text only version of your cached page. This will bring up all the content that Google can read. You will notice that although your site may be visually appealing, Google can’t read pictures or fancy flash animations. That is why it is so important to have text, targeting your specific keywords in a fashion that makes sense.

Maximize the Revenue Opportunity:

If you have the bandwidth, then this is the ongoing analysis you need to do SEO correctly.

•        Benchmarking in Place

•        Track Spider Crawls

•        Move up in Ranks

•        You should see consistent upward movement on SERPS

•        Tweak the site

•        If you are not seeing that upward movement, then you need to adjust the key areas that we’ve discussed in the “5 pillars”

When measuring the impact of Search Marketing, look at:

•        Organic (Non-Paid) Traffic

Non-paid best represents SEO efforts as all visitors arrive at your site through organic search

•        Non-Branded Traffic
Brings you new customers who do not yet know about your company, but are looking for the products and services you offer

When measuring ROI of your Search Marketing efforts, first define what you consider a conversion. Is it filling out a form, downloading a whitepaper or completing a transaction on your shopping page? Analyze which keywords are leading to the most conversions–utilize those keywords and stop using the ones that are not driving qualified traffic. Also, determine where visitors abandon your site and improve the functionality of that area. By maintain, analyzing and reporting on your customers and qualified leads- you can make an immensely positive impact on your company’s bottom line.

-@SarahShakour

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Antonio Espinoza

SEO Wishlist for 2011

December 14th, 2010 by Antonio Espinoza

How many times have we seen Google’s SERP (Search Engine Results Page) change this year?  There’s been everything from a complete new layout, to Google not always displaying 10 organic search results on the first SERP, to ‘Google Instant’—which changes the SERP as you type in your search query.  If one of the primary goals of SEO is to understand Google’s Search Engine algorithms such that you can make your website more search engine friendly, how is one supposed to go about optimizing a website amidst all these changes?  Well, that is a question I’ll seek to answer in a future blog post, but for now, I’d like to list some things that I think could really help those of us engaged in SEO better optimize websites:

Google ‘Content Rank’ Checker – How Relevant is My Content?

With fresh unique content being such an important ranking factor, having a tool that gave us insight into how relevant content on a particular page is for a specific keyword would be helpful.  Similar to Google Page Rank which uses a scale of 1-10, we could have a Google ‘Content Rank’ which would help us understand just how relevant Google found a page for a particular keyword.

The Link Diversity Tool – From What Types of Sites Do I Need More Links?

How great would it be if there was a tool that helped clue us into what types of sites a specific page on our website needed more links from (e.g. Directories, Partnership Sites, Articles, Press Releases, Blogs, Forums)?! Building quality one-way inbound links is enough of a challenge, but trying to figure out the right mix of link sources adds a whole other level of complexity.  Inbound links (one-way links from external websites pointing to your website) have been known for some time to be a very large factor in ranking highly on the SERPs.  However, it’s not just the number of inbound links your site has, or even the pure strength of the individual links, but the diversity of those links sources that also matters.  A site that has great inbound links coming from not just one type of website (e.g. Blogs), but many types of websites (e.g. Blogs, Directories, Articles, Press Releases, Forums) will have much stronger Domain Authority.  So…could we see this development within Google Webmaster Tools :) ?

A Way To Measure Social Media Authority – How Do I Increase My Author Authority/Social Authority?

With recent confirmation that Twitter and Facebook links influence SEO on Google and Bing (http://bit.ly/f8oTbb), the world of SEO just got a whole lot more complex.  Google is now measuring what is calls ‘Author Authority’ (Bing calls it ‘Social Authority’) and including this as a new ranking factor.  While it may still be a while until Google and Bing divulge too much regarding just how these social media sources affect rankings, having a ‘Social Media Authority’ checker would be extremely insightful.  Ideally this tool would assign not only a scope of how much authority a web page has from social media sources, but also tell us what specific source this authority is coming from, and at what rate.

A Keyword Tool That Forecasts Search Volume – What Keywords Will Be Most Searched In the Coming Months?

Hopefully most of you reading this are familiar with Google’s Keyword Tool (http://bit.ly/9FqW8F) that shows the approximate number of internet searches conducted on a given keyword over the past month.  While that tool is useful for understanding recent search volume trends, what it doesn’t tell you is any predictions of what future search volume on keywords will be.  Right before the release of the iPhone 4, if you were to use Google’s current Keyword Tool to see the number of searches conducted on that keyword over the past month, you would find barely anyone searching on it.  Today, there are well over 2 million global monthly searches conducted on Google.com for the keyword ‘iPhone 4’ on exact match.  That means over 2 million people last month went onto Google.com and entered ‘iPhone 4’ as their search.  How powerful would it be if there was a tool that could predict future search trends for any given keyword – talk about being able to prepare in advance with SEO!

I’m hoping this isn’t all wishful thinking, but that will be determined once 2011 hits. Feel free to share your SEO wishes as well!

–Antonio

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Webmarketing123

The Top 5 SEO Mistakes in B2B Marketing

November 15th, 2010 by Webmarketing123

Many businesses believe that: Search Engine Optimization (SEO) is one of today’s most effective marketing tactics. If done correctly, businesses can increase their ranking on search engine result pages as well as experience a boost in traffic to their site—resulting in increased lead generation and conversions. If your business is implementing SEO but you are still not seeing your site on the first page of Google, Yahoo or Bing, your execution may be off. In our November 10th webinar, Mike Turner, Search Marketing Executive discussed the Top 5 SEO Mistakes in B2B Marketing. Here is a recap in case you missed it:

1) Keywords are the most important aspect of SEO and if they’re not researched properly, they can be one of your biggest problems.

A keyword is typed in by a potential client so be sure you’re using consumer vocabulary and not company jargon. Another point is that the best keywords to invest in are usually phrases, as illustrated by this graph:

B2B-longtail-seo

Shown above, the one-word phrases are likely to have high competition from other sites and a high search frequency. The more descriptive phrases that are upwards of five words long are going to have low competition and a lower search frequency.

At Webmarketing123, we have found that the Keywords with the best ROI will be three to four words in length. These more descriptive terms will have a higher conversion rate than the single keyword searches. People who search using three to four word key phrases will generally be further along in their sales process, more informed and therefore more likely to make a purchase.

2)      Missing Keywords in content and text links.

Once you have the correct keywords, you want to make sure that they’re visible to Google spiders. Including Keywords in more places than just the written content of your site will improve your raking for those keywords. Here are a few places to include your keywords:

  • Title tags
  • Headings
  • Paragraph titles
  • Keywords in body copy
  • Anchor text in links
  • Image alt text

Pages can have as little as one to two keywords but should not have more than seven to ten. Too many keywords on one page will overload the user. Pages should flow nicely and make sense. You need to decide what the preferred landing page for a given search term will be. These could be called the blueprints of your site.

3)      Using content that search engines can’t read.

This is a common mistake because Google bots cannot read certain content and thus cannot give your site credit. Flash and images are not variables that go into a search engine’s algorithm.

flash

4)      Not creating fresh content.

If Google bots don’t see any new content they’re not going to visit your site regularly. An easy way to avoid this, especially for B2B companies, is to have a blog and regularly post keyword-rich content with links back to the primary website.

…and make it easy for others to link towards your site by utilizing some of these tools:

  • RSS
  • Twitter
  • Facebook & LinkedIn status/groups
  • Networks & Media
  • Digg
  • Delicious
  • StumbleUpon
  • Flickr
  • YouTube

5)       Being Activity-focused, not outcome-focused.
Set goals for keywords with high conversions. Google analytics and Webtrends are just two of the programs that you can use to determine conversion rates on your different keywords.

Be outcome-focused, not activity-focused. Focus on what matters—outcome!

Finally, here is a graph to help you keep your site SEO Friendly.

order-of-operations

This Wednesday from 11:00 a.m. (Pacific) to 12:00 p.m. we’ll be hosting our next webinar, How to Succeed with SEO During the Holidays–click here to register!

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The Low-Down on Having On-Site vs. Off-Site Blogs

November 10th, 2010 by Ben Cheng

We frequently have clients ask us, “What’s better, having an on-site or off-site blog?” They want to know what each option means for their site. Here’s some of our insight—both the pros and cons of having an on-site vs. off-site blog, and how each affects your SEO and user traffic.

On-site Blog:

Having an on-site blog makes it easy to maintain a simple URL, such as: www.mysite.com/blog

Here are some pros to having an on-site blog:

  • Great for internal linking
  • Builds deep links = increased crawlability
  • Helps add content to the site—websites with strong, crawlable content receive more traffic
  • Helps build a greater theme to your site–search bots feed on this
  • Great content silos—they allow you to store rich written content as well as multimedia
  • Add pages to your site, creating stronger domain & authority
  • Allow URLs to be increasingly keyword-rich and statically generated by title
  • Beneficial for your website’s Google Universal Search results–blog search

Off-site Blog:

Having an off-site blog will require you to have a separate URL, for example: www.onsiteandoffsiteblogs.com—sometimes that’s not a bad thing, especially if it makes more sense to label your blog differently than your primary website. You can also use a sub-domain for your blog to maintain your site’s name–example: www.blog.mysite.com

Here are some pros to having an off-site blog:

  • Having a blog that is contained outside of your primary website is a great way to give your site some free inbound linkage!
  • If your site is built with a specific backend, your blog may not be compatible with that same server

On the flip-side, here are some of the cons to having an off-site blog:

The Rule of Diminishing Returns – Think about the links between your blog and your site like a basket of oranges on a hot summer day. You’re feeling parched so you take an orange—it tastes pretty good and is quite refreshing so you take another, and another, and another. Pretty soon you don’t want any more of those oranges. My point? You want inbound links coming from all over the place, not just from one direction–having an off-site blog that points to your site, or vice versa can result in this limiting effect.

If the purpose of your blog is to get people to visit your website, having a different domain makes it that much harder for people to find what you want them to find—having this external domain may ultimately deter users from finding your website.

In conclusion, an on-site blog is ideal for most sites unless there are specific restrictions or goals that are being targeted.

-Ben

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Marketing Sherpa’s Real Truth about Social Media & SEO

October 26th, 2010 by Sarah Shakour

The key to getting your website to rank at the top of a search engine’s results is to implement SEO (Search Engine Optimization). Integrate SEO with SM (Social Media) and you’re sure to see your rankings and website’s popularity increase. In last week’s webinar, MarketingSherpa’s Real Truth About Social Media & SEO, Webmarketing123’s Paul Taylor (@Webmarketing123) and MarketingSherpa’s Todd Lebo (@ToddLebo) discussed how SM and SEO combine to help your business increase sales, lead generations and website rankings on Search Engine Result pages.

At Webmarketing123, we have the 5 Pillars of SEO. By following these tactics, your website will significantly improve its ranking on Search Engine Result pages. These 5 pillars include optimizing your Keywords, site content, Meta content, URLS and inbound links. Among SM users, 64% use keyword research to find what they are looking for vs. 59% of non SM users. Keyword research is one of the most important components of SEO–determining the language people use to describe products/services and what keywords they are using is crucial! In addition, 48% of SM users rely on link building to market their brand vs. only 37% of non SM users. See below:

Marketingsherpa-SM-graph

This chart indicates how all aspects of SEO are enhanced by the integration of SM. This correlation will only become more apparent as SM evolves.

There are many unique marketing benefits that SM provides. Having a SM presence:

  • Increases brand awareness
  • Builds community following
  • Helps establish loyalty and trust behind your brand (one of the most important benefits!)
  • Offers direct sales opportunities
  • Displays your SM results on the first page of Google

SEO has a lot of benefits as well that yield:

  • A higher ROI
  • 3RD Party Validation (Google determining your site’s relevance to search terms)
  • Improved flow of Traffic

Integrating SM with your SEO efforts will have far-reaching benefits for your website’s market presence. Your site will likely experience an increased number of inbound links, improving your current rankings and increasing click through rates on Search Engine Result pages.

Marketingsherpa-respondents-graph

MarketingSherpa research includes a mix of Social and Search data to improve inbound traffic, leads and conversion rates. Here are a few key takeaways to help your site reach its goals:

  • Optimize content for keywords using SM channels
  • SEO and SM work together to create a comprehensive online campaign.
  • The combination yields a stronger customer community, an increase in conversions and a higher ROI
  • SM will become more integrated in organic search results in the near future

-@SarahShakour

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Travis Low

Share of Search: How to Measure Your Company’s Overall Search Volume

September 21st, 2010 by Travis Low

Companies continuously wonder what their online market share is. Ideally, they want to know how many people are searching for their company on search engine sites like Google, Yahoo and Bing. This information is especially important to them when reviewing how many people search on their brand versus a competitor brand.

Luckily, there is an easy way to measure your overall share of search by using web traffic tools like the Google Adwords Keyword Tool.  With this tool, you can quickly find how many times your brand or your products are being searched in the previous month.

Your company can also look at non-branded keywords. These are keywords that do not contain your company name or the name of your branded products. Look for top performing keywords in your industry–they should be keywords that are being frequently searched for, convert really well and are industry wide keywords that describe your type of business.

Here are certain steps you can take to measure search volume:

1)     Keyword Analysis: Figure out which keywords are getting a decent amount of traffic or keywords that are specific to your industry

2)     Relative: Are these keywords related to your company, as well as your competitors? (i.e. Competitor A, Competitor B)

After you have compiled your list, enter your own analytics to figure out the number of visitors you receive using those keywords, then you can devise your search.

Now let’s give an example of Branded Share of Search: if companies within your industry are receiving 100,000 searches on company named keywords, and 30,000 of those 100,000 are for your company name, then your share of branded search would be at 30%.

As basic as these steps are, they can give your company better insight as to where you stack up against your competitors.

-@TravisLowSEO

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Webmarketing123

4 Ways to Increase Your Blog’s Effectiveness

September 2nd, 2010 by Webmarketing123

Blogging is definitely becoming a company-wide effort, so make sure you take note of how to participate effectively in this activity–whether it be for personal or professional reasons!

Update Blogs Frequently

It might seem obvious to update a blog regularly, but many blogs suffer from a lack of fresh content. There are many reasons to produce new content regularly for your blog, and, given the nature of blogs, they are much easier to update than a website. One of the biggest reasons to update is to keep your readers coming back. If a blog is never updated with new posts, readers will start to lose their incentive to check back for new content. Additionally, if the blog is hosted on your website, search engines will look favorably on all of the new content being added to your site on a consistent basis.

Provide Useful, Informative Content

It might be tempting to write a blog post hyping your newest product or promoting your company, but blog readers are looking for informative, sincere content. Most readers can tell the difference between a blog with useful information versus a blog that sounds like a marketing campaign or advertisement. Take this opportunity to connect with customers and provide them with honest information about new products, industry trends, or even job openings. However, stay away from blog posts that seem like they have a hidden motive; provide a real and honest voice on your blog that customers can relate to. A great way to get sincere and also fresh content is to encourage employees to write blog posts. This is often the best way to come up with new content and give more employees a personal voice in the company.

Utilize Keywords in Blog Posts

Many of our clients understand the value of keywords, as they are the basis of search engine optimization, but the importance of using keywords cannot be overstated. Keywords are search terms that customers use to find your site, your blog, or your product. Not using keywords within your blog content underutilizes a valuable resource. It is possible to use keywords as many times as it makes sense to in a given article, but make sure to not throw keywords in excessively. This is called keyword-stuffing; search engines consider this “spammy” and downgrade your rankings accordingly. A good baseline is to use all primary keywords two to three times each in a 250-300 word article, and any secondary keywords once in an article.

Choose Effective Titles and Calls to Action

In addition to keywords, there are many other opportunities in a blog post to be very specific in word choice. A catchy, attention-getting title might be the determining factor in whether someone clicks a link to your blog post. A great technique is to ask or answer a question in the title of your blog, prompting your readers to want to find out more about your subject. Examples might include “10 Tips to Increase Search Engine Rankings” or “Why isn’t my website ranking where it should be?” Now that you’ve gotten people to your blog post with a catchy title, where would you like for them to go next? Would you like them to click over to your website and do some research on your products? How about signing up for a newsletter or becoming a member of your blog? Whatever the goal of your blog, make that clear. A great place for a call to action is the footer of your blog. Here, you can provide a value proposition or call to action with a link to the next step.

I hope this information helps you and/or your company in writing upcoming posts, as well as providing structure to your blog as a whole!

-Alex

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Webmarketing123

Cookies or Chocolate Chip Cookies? Which Keyword is Optimal for SEO?

May 28th, 2010 by Webmarketing123

Yesterday’s webinar was all about the ABC’s of keywords optimization. Or as Travis puts it: “How much is that keyword worth to you?”

KEYWORDS are the FOCAL POINT of your SEO efforts. So naturally, identifying your highest impact keywords, and then strategically incorporating them into your site are crucial to your SEO success.

Keywords fall into two buckets: Head match and long-tail match. Head Match keywords are general searches, like “shoes” or “cookies”, whereas long-tail match keywords are more descriptive searches, like “women’s dress shoes” or “chocolate chip cookies”. Because long-tail keywords are more specific, they are better matched to the searchers needs, have less competition than generic head match keywords, and therefore can produce a high volume of impressions.

The first step in maximizing sales from: SEO is setting the right keywords. This means focusing on a short and ideal list of key phrases your sales prospects and customers use to find you.

On May 5th or 6th 2010, depending on where you live, Google changed its search results page. One of the changes included the Google Wonder Wheel, a keyword expansion tool which shows related searches to your current search inquiry. The Wonder Wheel is an incredible tool and particularly helpful with finding other options for keywords.

Using the example that Travis used during the webinar, let’s say your company is in conveyor services.

In Google, search “conveyor systems” and on the left side of your screen click on “Wonder Wheel”.

5-26-10_wonder wheel_1

Here, you can see other keyword options, to help narrow your search. Since you are in the industrial sector, click on “Industrial Conveyor Systems”.

industrial-conveyor-systems

Boom! Now you have six other keyword options to help optimize your search. We’ll go with “belt conveyors”.

belt-conveyors

Other Key Tools and Highlights:

  • Google Insights – diagnose keyword search trends & its popularity in geographical regions
  • Google Analytics – helps you understand what your customers are typing in to find your website, and which keywords you need to push to optimize, or if you need to start a PPC campaign
  • Make sure that your company‘s terminology is in line with your customer’s terminology—the keywords they search for should be the ones you’re optimizing for!
  • Keyword selection is your foundation for optimization. Keyword selection takes 2-3 weeks, in order for the account management team, analysts, and engineering teams to understand your keyword selection base.

Choosing the right keywords are the KEY to success—wow, that was cheesy…but you get the point. See you at the next webinar!

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