SEO News

Woman Using ComputerContent is king. In 2014, it’s time to amend this famous and oft-repeated mandate. How about “shareable content is king”? What good is content if it is static, if it stays in its kingdom on a lonely website? We have the potential to put our content in front of the eyes of a much broader audience. Infographics are an ideal tool: they are visually appealing, immediately engaging, short and concise, and easy to share not only on social platforms but on other websites. Make sharing easy by embedding a codes into your infographics. Here’s the why and how.

The Why:

Embed codes:

  • Make it easy to share your infographic.
  • Provide links back to your website.
  • Are, thanks to magic and modern technology, simple to generate.

The How:

When you have an infographic, it will typically be too large to fit within your webpage, so you have to resize it. The smaller version is a preview, if you will, for viewers. Create a full res version and provide a link for viewers to click on so they can view the image in all its glory. That way, they don’t have to pull out the magnifying glass to read it. A helpful tip: make sure the link opens in a new window so their experience on your site is not interrupted.

There are two ways to generate the embed codes. One is to simply use a code generator. If you run a WordPress site, for instance, you can install an embed code generator and, within a few clicks, you have your code. One such plugin is the aptly named “Embed Code Generator.”  There are other tools, as well, for non-WordPress sites that you can find online. Another option is to take a little time and write the code yourself.

Include:

  • Source URL (http://seoisawesome.uk/wp-content/uploads/2014/content-infographic)
  • Image URL: (http://seoisawesome.uk/how-to-create-shareable-content-with-infographics-infographics/)
  • Title: (5 Tips for Sharing Infographics)
  • Image Alt: (embed codes infographics)
  • Courtesy of Site Name: (SEOisAwesome)
  • Courtesy of Site URL: (http://seoisawesome.com)

Here’s a sample code:

<div sytle=”clear: both”><a href=http://seoisawesome.uk/how-to-create-shareable-content-with-infographics-infographics/><img align=”center” src=http://seoisawesome.uk/wp-content/uploads/2014/content-infographic-small.jpg title=5 Tips for Sharing Infographics” alt=”embed codes infographics” border “0” /></a></div><br/><div>Courtesy of <a href=www.seoisawesome.uk>SEOisAwesome.uk</a></div>

There are other elements you can include (such as image width and height), but this is the basic idea.

Most infographics on the web do not employ an embed code, and this is a missed opportunity. By embedding this code, you are helping others share your content and create rich backlinks to your website. There’s no excuse not to take this easy step- especially with the help of code generators! You’ve put in the work to create a great infographic – why not ensure as many people as possible experience it?

A strong social media presence is the key to any optimisation strategy in today’s marketing landscape. Among the best benefits of better social media: links! There’s nothing quite as exciting as garnering all the right links for your site. With a new year at hand, how can you get more than your fair share of links via social media? Here are some quick tips that may help.

Create Conversation (or Controversy): You can’t simply agree with everyone and get thousands of retweets. Disagreeing, though, or even adding a new voice to the conversation is likely to get you quite a bit of curious traffic, so don’t hesitate to be bold and make that move, within the bounds of your brand, of course.

Target Your Audience: You only have so much time to spend on your social media platforms, so make certain your aim is amazing. Look for those key targets within your vertical to help really build value. For example, while Facebook and Twitter are essential to almost every brand, if you need to do some region specific marketing, you may want to reach outside of that. Orkut is the perfect way to reach India and Brazil while VK is a great vehicle in Russia.

Consider Cross Promotion: This is actually going to help you in two ways. Not only are you likely to get several links out of the deal, but you may get more followers on the platform you’re pushing, which, in turn, could eventually lead to more links back to your site.

Images (and Videos): There’s nothing the internet loving customer community out there likes more than a good picture or video, so don’t hesitate to push those. You’ll want to go with everything in good taste, lest you offend someone, but images and video are all powerful motivators.

Social media can and will impact your rankings. Make sure it’s a positive push.

Wonder what happened to your appearance on page 1? It’s not uncommon for sites to make a brief appearance near the top, only to take a quick tumble back down the rankings list. For most, an occurrence like this one is the definition of panic in the streets. What can you do if it happens to you? It starts with a deeper understanding of the reasons behind the rankings loss.

Server Outage: It might sound a little on the outrageous side, but if your server crashes, your rankings can actually go with it, especially in the case of extended outages. Don’t worry. If you have a brief crash, then a return, you likely won’t lose any rankings over it, but a crash of twelve hours or more, and you’re headed into serious damage territory, and it will take some time to restore your rankings to their previous level of glory.

Your Site Got Hacked: As unfortunate as it is, sites get hacked all of the time, even good sites that are high on the security end of things. Once a site gets hacked, all kinds of bad things can happen, and among the terrible, horrible things that might occur is a serious rankings loss. In fact, one of the first things you may want to check if you lose your rankings is whether your site has been hacked and your code compromised.

Bad Optimisation Techniques: Whether you’re handling the optimisation of your site on your own or you’ve hired another company to do it for you, poor optimisation is the single biggest reasons sites lose rankings. Google doesn’t even care if it’s your fault. If you outsourced your SEO work to another company, and they completely messed everything up, Google isn’t going to just take your word for it and restore your rankings. Instead, you’ll have to pay your dues to get back up to the top again.

No matter what the reason you lost your rankings, the result is always going to be the same – poor traffic flow. Your best bet to get things up and running quickly is to consult with a reputable SEO team, even just in the short term to enhance your rankings again.

Click. Click. Click. Just because they’re clicking in doesn’t mean they’re actually buying. Any digital marketing agency will tell you that CRO, or Conversion Rate Optimisation, is the key to turning traffic into profits. Unfortunately, there are several little factoids they won’t share with you, too.

  1. Conversion rates online are awful. Dream all you want, but no matter what vertical you’re in, you can only really expect a five percent conversion rate, and that’s going to be true even with some optimisation work. Leave optimisation out, and you’re looking at just a rate of just one to two percent.
  2. More businesses are actively optimising. If you’re new to the game, you’re late. According to the fifth annual Conversion Rate Optimisation Report, nearly 60% of businesses see CRO as essential to their success, so if you’re not optimising, you can bet that your competitors probably are.
  3. Any page where you start a dialog with your visitors is a landing page, and thus needs at least some attention. You can’t simply decide that your best pages are the most important ones. Instead, you need to have a broader focus to help convince people to stay on your site and click through to the ultimate reward.

Optimisation is only getting more important in terms of your conversion rate, and with so many companies finally paying attention, your job may only get slightly more difficult in the months to come, so make certain you’re developing the right strategy now.

Panda. Hummbingbird. They sound like a nice trip to the zoo, but for online marketers and businesses alike, they’ve added up to one thing – a big fat headache. Google seems to make shifts as often as the wind blows across an open prairie, but how does that affect your site? At the end of the day, do you really need to care?

The Rebellious Answer

In some ways, you really can be a rebel when it comes to caring about this update or that one. The bottom line is that if you stick to good content that your readers or customers will enjoy, full of keywords that they might actually search for, you don’t need to be worried about the changing nature of Google or any other search engine for that matter. Your existing customer base will find you again and again, and that will likely lead to new customers finding you, particularly if you use your URL in your other marketing.

The Right Answer

For many businesses, new and old alike, higher page ranking means more customers. Without new customers headed to your business, you may as well file for bankruptcy. Often that means better optimisation practices, and the best SEO work comes with a better understanding of how Google indexes the various sites on the web. The more you know about those practices, the more likely you are to be able to address them as Google changes.

Google’s ultimate goal is to become the most intuitive search engine, and update after update, they’re getting closer to that goal. For many sites, though, that means making changes to their optimisation practices, often in a hurry.

So, should you prepare for a panic attack with the next update release? Maybe. Or you could just stick to the best practices for your site, and do what you can on the optimisation end as things change.

Optimising your landing pages is an absolute must. They’re the key to higher conversion rates, and they may be the key to your entire SEO programme. Not sure even where to begin, though? These tips can help.

  • Dump the clutter. People can’t focus on your message if you have too much on the page. Cluttered landing pages only detract from your overall point, and studies have suggested that the more clutter you have on the landing page, the more likely people are to get confused and click away. Get rid of anything visitors don’t actually need to look at. Not only will it help them get the message, but it may also help you to distill your efforts on the page.
  • Offer consistency. Try to stay with your message and image from start to finish for customers. It helps build your brand and customer trust. From the initial ad to the landing page to the response form, make certain that you’re sending the same message, using the same images, and generally offering the same feel for those potential customers. It will help customers to believe in your brand more than any other out there.
  • Create meaningful headlines. Headlines draw attention, and ensuring that you have solid ones on your site is going to help push your message forward. It’s one of the first things site visitors look at, so spend some time crafting yours. You shouldn’t have a headline just for the sake of having one, though. Make certain that it accomplishes something.
  • Get to the point. Site visitors hate boredom. If you overwhelm them with too much text, useless headlines, or babble, they’re not going to stick with you for long, so say what you need to, and get them to convert.

Landing page optimisation is essential to your online marketing success. If you’re not sure what’s going wrong, take the time to consult with a professional SEO company. They can do a quick analysis and offer you suggestions than only an outside eye can provide.

Attracting Guest Posters

All of the infinitely more successful sites have them. They’re guest bloggers, and if  you haven’t considered adding a few guest posts to your site, it may be time to do just that. They can do wonders for your ranking, not to mention your time management skills, as just imagine what you could do with the extra time if you had just one guest post per week! How do you actually get these people who want to work for free to your site? Here’s a quick tutorial that may help.

  1. Visibility Matters. If you’re going to get people to post to your site, you need to make certain there’s an easy way for them to do it. Add a tab, a link at the bottom, or even an ad to the side just to let them know that you’re willing to accept guest posts.
  2. SEO Can Help. You optimise your site for your keywords, why not optimise it for something like “guest posts” as well. Some people search for opportunities like that on a regular basis, so adding it to your site’s keywords could only help your efforts.
  3. Ask and Ye Shall Receive. You likely follow several other blogs on your own, and if they work well with your site, you may want to consider asking those bloggers to post to your site. You may also get turned down, but it never hurts to ask.

As you start thinking about guest posters, there are two things you want to remember. First, the better your site is, the more likely you are to get great authors who want to post to your site. Second, if you start asking for guest bloggers, there’s a chance you could get overwhelmed quickly, so you may want to put some editorial guidelines in place before you ever begin your search.

Link building is important. Content marketing is important. In a world where all things are equal, which essential SEO task should get your attention?

Who Cares About Link Building?

Link building is still an essential part of any good optimisation programme. It helps to demonstrate to search engines your authority in a subject matter. After all, if everyone seems to like you enough to link back to your site, then it’s a good bet that you should be popular enough to rank well for a given set of keywords. Link building takes time. It’s a good demonstrator of your ability to work with other sites and build online relationships. It’s also one of the older ways to optimise your site.

Content, Content, Content

If you read any search engine news at all, you know that content has become increasingly important over the past several years. Nothing is more preached these days than the importance of solid content. It’s good for your rankings. It’s good for your customers. It’s even good for you because it directly demonstrates your ability to know your customers, know what they want, and offer them a bit of virtual value. Whether you’re getting it out there on your blog, on your site, or through your social media channels, it’s the one way you have to directly interface with your customers day after day, and that alone makes it important, not to mention the rankings boost it will offer you these days.

So, which of the two is more valuable? The bottom line here is that both of these tasks are important. There may be times when link building seems to be more important to your strategy than content marketing. The reverse might be true a week, a month, or even a year later. Look carefully at your analytical data, and go where the trends, and your company goals, take you.

Content is supposed to be king, right? Google values fresh content more than almost anything else these days, and if you’re serious about marketing, that could mean spending all of your time developing ever fresher content, hoping to please the Google giant into making you number one. How can you achieve your goals without completely abandoning your life?

  1. Repurpose old content. Your old stuff has a shelf life, but it may still be relevant. If there’s a way to update posts, go ahead and do so to keep your clients, and the search engines, happy.
  2. Blog. A lot. Blogs are a great way to keep the content flowing to the search engines, and customers love them. The key here, though, is to make sure you’re blogging about material related to your business. It can be tempting to blog about your kids, your weekend, or something unrelated, but the only posts that will really help your rankings have to be somewhat industry related.
  3. Consider a content firm. You barely have time to run your own business, right? Why not outsource your content work to a solid copywriting company and put that part of your business on autopilot? You may already work with a company that handles content, so take a look around, and find someone to tackle this mundane task for you.

More than anything else, remember that you shouldn’t just be producing content for the sake of content. A good content strategy can go a long way toward giving your customers what they actually want to see, which may make Google happier than anything else possibly could.

As you think about optimisation, the chances are good that you’re thinking first about those landing pages that are supposed to be converting visitors into customers. How do yours rank? Many of the worst landing pages have a few things in common.

The worst landing pages have . . .

  • Poor, ineffective, or non-existent headlines: The old adage that you have just a few seconds to capture a potential customer’s attention still holds true. If your headline doesn’t do it, or if you don’t have any headlines, you have a problem. A better headline would grab them instantly and offer a forceful shove into the copy below, which is exactly what you want. If you’re not sure how to craft a proper headline, do a bit of research or hire an effective web copywriter.
  • Unrelated images: Pictures of puppies, kittens, and children are cute, but if they don’t have anything to do with your products or services, you don’t need them on site. Find the best possible images you can to include on your landing pages, even if it means buying better stock photography or hiring a professional photographer to tackle the task for you.
  • Long copy: It’s not hard to make people very, very, very tired of reading about your product quite quickly. In fact, after just a few words, they’re likely to be sick of reading what you have to say. Short, concise copy does it for landing pages. Save the lengthy verbiage for your product pages.
  • Poor lead generation forms: You want them to come to you, to fill out that form, to click submit, so make certain those forms work well. You not only need to test them before you actually put them on the page, but you also need to make certain that they’re the perfect length. Too long and people will get bored. Too short and you may not capture the information necessary to get that lead.

Your potential customers aren’t going to overlook the flaws in your landing pages. Neither are the search engines. Before you do any other optimisation work, focus on those landing pages!

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