5 Critical SEO Mistakes Leaders Must Avoid

Seth Godin Quote It isn't easy being a leader in today's digital economy. The rapid shifts in technology and the way customers adapt to it has transformed business. Barriers between online and offline business have broken down. Capital alone is no longer decisive in determining success. Google's various offerings are a huge growth opportunity for B2B and B2C businesses alike. Even offline companies and neighborhood stores are dependent on Google because customers flock there. SEO is no longer optional -- it is mandatory. Hiring an experienced SEO consultant can be your most valuable business investment in 2 [...]


Long Tail Content For SEO — 2013 & Beyond

Buy or Leave Web Site There was the old way of doing SEO for the long tail. It worked for a long time, and lots of people made lots of money doing it. But those days are gone. What was the old way, you ask? In a nutshell: Research a long list of long-tail keywords Create a page for each long-tail term Give each page a title tag with the key phrase at the very start of the title tag Implement a header tag with the same key phrase at the start of it Write some simple blather type text that repeats the key phrase once or twice and arguably adds some additional value Focus the page on conversion Oft [...]


Five Steps To Clean Up Your Links Like A Techie

An Unnatural Link Warning from Google Webmaster Tools You've been in business for many years. You may have done it all on your own, or you may have enlisted the aid of unscrupulous SEO "services" to built links for you. Either way, you may be wondering whether you need to conduct a link clean up. This column contains a five-step process outlining how to determine if you have a problem, how to analyze it, and then how to clean it up. But first: Unnatural Links Warning = Problem If you get this message, you have a problem. Skip to step two. [caption id="attachment_166889" align="aligncenter" width="505"] An Unnatural Link Warning from Googl [...]


Build B2B Brand Awareness, Not Links

content social promotion diagram Given the ample warning and increased transparency Google provided in advance of Penguin 2.0, it surprises me that B2B search marketers still blew up the forums about being penalized for link spam after it hit. There's no reason webmasters should not have cleaned up their act before the rollout (the exception being a recently acquired client that already had a bad link profile). Yet, some B2B marketers continue to build spammy links. Can you honestly picture a manufacturer of pipes or a custom fabrication shop creating enough online dialogue that 100 sites per month would link to them legit [...]


Link Building Campaign Design: How To Scale Outreach Today

Community "Scaling link building" is a buzzword that died a slow but well-deserved death over the course of the last several years. Panda, Penguin and common sense were nails in the coffin for many wild link building schemes advertised as "cheap and scalable." But, if you're shrewd, there are still a few opportunities to scale remaining in today's world of authentic, quality, natural link building. Link builders have to be very careful about what they choose to scale. Scaling the wrong thing, or not scaling properly, leads to a quick disaster. Low-quality, template emails = bad. Beautifully wordsm [...]


Building An Enterprise-Level Search Marketing Team: Part 1

[caption id="attachment_166535" align="alignright" width="277"] Image via Shutterstock[/caption] Several years ago, I was tasked with building an enterprise-level search marketing team for a top online retailer. Because of the lessons learned and results achieved, I want to pass this intel on to those tasked with creating a search marketing team from scratch. Your Foundation: The Search Guru My first recommendation is to start out with an organic search guru, an experienced person specializing in organic search. Search gurus are those with a long-standing history of getting results and [...]


5 More Landing Pages Tests To Improve Performance

BLR Now that you've had a chance to implement 7 Landing Page Tests You Can Run Tomorrow, I have a few more weapons you can add to your SEM testing arsenal to improve landing page performance. 1. Don't Provide Too Many Options In the last 10 years, I've only seen a home page convert better than a specific landing page once. As a general rule of thumb, with PPC advertising, the best conversions come from driving people to very specific pages with limited options. The screenshot below is an example of a page that would lead to poor conversions. This page goes on and on with t-shirt options (for [...]


How To Use Twitter Cards For Branding & Local SEO

Local business Twitter Card I've written before about the benefits of using various semantic protocols to improve your search engine optimization efforts. Using Schema.org markup and geotagging webpages can help search engines associate your website with online business listings, and a variety of semantic markup types can help your site's listings appear more attractive in search engine results with rich snippets. Authorship markup, in particular, is my number one tactic for local SEO this year, enabling proprietors' photos to appear as icons next to their listings in SERPs, drawing in consumers' eyes and clicks. [...]


Measuring The Effect Of Semantic Markup On Your Search Traffic

There’s a lot of buzz these days around the wonderful world of Schema, semantic markup, and rich snippets -- much of it centered around the increased click-through rates from SERPs and other amazing SEO benefits such markup provides. But, once you've added the markup to your website, how do you measure the results? The ability to do this has been rather limited to date, though annotations make it much easier than it ever was. (If you’re not using annotations on a regular basis, get yourself in the habit -- you'll thank me later.) Before you build any report, think about what informatio [...]


How To Evaluate A Potential Website Acquisition

There are a number of things to take into consideration when buying a website. For purposes of this article, I don't mean the usual business considerations such as price, terms, etc. Let's dig into how you need to look at this from an SEO perspective. You can also use this thinking to evaluate whether or not to keep a site you already own. What's Different? There are a few things that are different from a normal SEO audit. Some of the key ones are: You are not committed to the site. Make sure to stay dispassionate about the way you look at the site. Obviously, you are interested in the s [...]


Maps & Metros: Surviving And Thriving In Local Search

Last week I attended the SMX Advanced session, "Maps & Metros: Surviving And Thriving In Local Search," moderated by Matt McGee with speakers Mike Blumenthal, Mary Bowling and Mike Ramsey. It's extremely challenging right now to recommend new "advanced" SEO methods for local search within Google (this is my take, prior to going into this session). Things in Google have been in flux, transitioning from the old Google Places to Google+ Local pages, and changes have been unpredictable and frequent. Also, the local algorithms haven't seemed to have had a whole lot of additions, necessar [...]


From Microdata & Schema To Rich Snippets: Markup For The Advanced SEO

Last week, I attended the SMX Advanced session, "From Microdata & Schema To Rich Snippets: Markup For The Advanced SEO," moderated by Elisabeth Osmeloski with speakers Marcus Tober, founder of Searchmetrics Inc., Julia Gause, Director of SEM for Scripps Network and Stephan Spencer, CEO of Koshkonong LLC. Just prior to the session starting, Bruce Clay, the session's sponsor, told Stephan Spencer and I that he had some pages where he'd used multiple schema/markup types on the same page along with the data highlighter—simultaneously—with the result that Google is displaying different [...]


Fresh Out Of The Oven: Contextual Tastes Way Better Than Cookies

In recent years, using cookie data in behavioral targeting strategies has been heralded as a game-changer by online marketers. A large part of this attention is focused on data management platforms (DMPs) that enable behavioral targeting through the use of cookie data to categorize a user's website activity and optimize ad buying. Although this has led to noted improvements in ad effectiveness for national campaigns, we posit that locally-targeted ad campaigns with strict geographic limits do not see as much of a benefit as from other targeting techniques, such as page-level semantic analys [...]


Fifty Shades Of Full Value

[caption id="attachment_137102" align="alignright" width="300"] Image via Shutterstock[/caption] I recently saw an incredible presentation by Google Analytics guru/evangelist Avinash Kaushik on "understanding the full value of mobile." The concept – at least on its face – is simple: to understand the value of a mobile click, you have to look beyond immediate conversions and give credit to all the other ways a customer might interact with your business via their mobile device. This could include any number of things: downloading your mobile app, calling your store, looking up directio [...]


Tips for Analyzing The Impact Of Your Marketing Activities In Google Analytics

I work with a wide variety of clients across a wide variety of industries, and one of the most common issues I come across is what I call analytics forgetfulness. What typically happens is that a company will devise a plan to improve their online marketing and will implement various changes as a result -- but then, nobody remembers to measure the impact of these changes or otherwise conduct any sort of followup down the road. Email marketing pieces, AdWords changes, even new landing pages are added to a marketing campaign; yet the "when," "how" and "who" are lost in the ether. Below are [...]


SEM-Like Control For Successful PLA Campaigns

There are notable similarities between keyword and PLA campaigns that, when leveraged properly, will give retailers greater control of their campaign management. Let’s evaluate how retailers can leverage best practices from their keyword campaigns and apply them to their PLA campaigns for maximum efficiency and control over their budgets. In SEM, search engines decide which ads are shown for which queries based on keywords; but, advertisers don’t have to yield control of their spend to the search engine. Instead, they can institute a proper campaign setup that allows for control at a gr [...]


Removing URLs From The Index In Bulk

Need to remove URLs from the index? For a small number of URLs, this can be a relatively straightforward process -- when you are dealing with thousands or tens of thousands, it can be a lot more complex, especially if you feel a great deal of urgency about the matter. This is what I am going to focus on today: situations where the amount of content is massive and the urgency is high. It turns out that you have several options -- so let's explore what they are! Why Remove Content In The First Place? There are many possible reasons, but here are some of the most common: You published co [...]


8 Keys To A Successful Local Business Website

A company website is the core of most local businesses’ online presence. In fact, more than half of all SMB online marketing service dollars are spent on the Web presence category, including Web design and hosting, according to a Borrell Associates study released late last year. Yet, despite its central role, the vast majority of SMBs continue to struggle in developing a site that can be easily found in search and that provides the information, engagement and trust that consumers are looking for. A recent vSplash audit of the presence of 3.9 million U.S. SMB websites found deficiencies [...]


5 Excel Skills Every Marketer Should Know

analytics-data-excel-featured [caption id="attachment_160723" align="alignright" width="300"] Photo from marfis75[/caption] One question I get asked a lot is this: what Excel skills are most important for marketers to learn? I have whittled that interminable list down to five skills that I believe are absolutely essential for marketers to know, presented below in order of importance. Table Formatting I believe that table formatting is the baseline skill that every marketer needs to know how to use, and I wrote a post here on Search Engine Land on how to use table formatting with some discussion on why it’s so he [...]


Programming Data Collection For SEO Research

Last month, I showed you three tricks I use when gathering data on websites. I used these techniques to download webpages into a local folder. In and of themselves, these procedures are not SEO; however, a search engine optimization professional working on a large or enterprise website ought to know how to do this. In this article, I'll show you how to: Make a list of pages inside a folder Set up a development environment Open webpages from a script and extract data If you learn these procedures, I am certain you will find legitimate opportunities to use each, together or alone [...]


Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide