Archive for the ‘Content Editing for SEO’ Category

Google Bought a Zoo – Post from SMX East on Panda and Penguin

<< by Ariele McWhinney on October 2nd, 2012

Google Bought a Zoo: Surviving Penguins, Pandas & Other SEO Beasts – Post from SMX East

What is the best way to respond to Google’s seemingly constant SEO algorithm changes?  With their potential to change whether your site is found and indexed (and their ability to penalize), it is important for search engine marketers to know how to track these changes and move with the times.

All of the speakers had fantastic points. I have included a few that interested me the most and weren’t all about overcoming a black-hat strategy and moving into a white-hat one.

Erin Everhart – As an SEO-er, “you want to make it look like you don’t exist.”

There was a Panda update year and half ago and some are still seeing negative reactions. We have to understand how to adjust and put in the work to make improvements.

Content that’s already on your site:

  • Fix your title tags. Clean them up – they’re your main selling point. As a rule of thumb, you want to include your brand name with your main keyword and maybe a secondary keyword as well.
  • Fix your content. Perform a content audit of your site. Pull your data using a tool (such as Google Webmaster Tools), compile your links in a spreadsheet, and then go through Analytics to get your Pageviews for these pages. From here you can find your faults. What purpose does this page serve? Who are you trying to serve it to? Is the content bad? Etc. And now you can attack the problem areas: update your content, promote your content, or delete it if need be (only if completely necessary)!
  • Another common content problem is duplicate content. Here are a few problems with simple fixes (hint, Erin likes canonical tags)
  1. URLs are not case sensitive – canonicalize them
  2. Multiple versions of home page – 301 redirects
  3. URL parameters – canonicalize everything
  4. Internal search – meta=noindex entire search feature on site
  • Panda affects your link building efforts, too. According to Erin, everyone at one point or another has bought shady links. It is time to move on, build a bridge, and get over it. Don’t focus on trying to get them removed because of the time and energy involved. Leave no link behind; get any type of link you can get. And make a melting pot of anchor text, but make it look natural, i.e. brand name links.

Finally, a good point to keep in mind, whether you are an agency and must remind a client or are in-house and must remind your boss: SEO is an investment! It has to incubate first, but the result is a sustainable SEO strategy.

Eric Enge – The True Significance of Panda and Penguin – what about the users?

Panda and Penguin aren’t all bad. You were once a user, too right? Google just wants to protect and help the searcher from black and grey-hat tactics and provide them with the most relevant legitimate content.

In Eric’s recent interview with Google’s Matt Cutts, Cutts remarks on the frequent Panda and Penguin updates; “that is a part of what our algorithm does: work to find quality diverse results that help solve problems for users.”

Eric then goes on to talk about his speculated future implications of Panda and Penguin and possible future penalty triggers:

  • Thin content pages, like on an ecommerce site, with too many links. This looks sketchy and unnatural and Google will notice.
  • Bad PR balance – skewed distribution of number of links (all towards the top) on PageRank
  • Infographic links with low relevance to the landing page
  • Low relevance links in unrelated blog posts – most anchor texts should be brand or domain names!
To recap Panda and Penguin thus far, there have been 20 Panda updates and only 1 Penguin update. So, according to all of the speakers in this session, whether Penguin has hit you or not, it is coming. So you must be prepared to make the necessary adjustments.

Content Marketing and SEO: You Can’t Have One Without the Other

<< by Kari Rippetoe on September 20th, 2012

Content marketing activities (such as content creation) take up a significant amount of B2B marketers’ time, according toOptify B2B Lead Gen Activities Sept2012 Content Marketing and SEO: You Cant Have One Without the Other a new report from Optify. Nearly 40% devote up to 15 hours a week to content marketing, while a further 30% spend up to 30 hours a week on content efforts.

Yet, what I found particularly interesting about the report was that the same marketers that spend so much time on creating content also think they aren’t knowledgeable enough about search marketing – a whopping 42% rated themselves as weak in the areas of SEO and PPC. Huh?

Content marketing and search marketing go hand in hand – something we discuss in our webinar How Content Marketing Drives Search and ROI SuccessSo, why is there such a huge disconnect between the time marketers spend on content creation and their knowledge of SEO?

Content should certainly always be written for customers – not just for search engines. Many star marketers are adept at creating well-performing content that generates leads; however, they may lack the technical SEO and keyword research knowledge to properly optimize that content to perform well in search engines. It’s important that marketers take their understanding of what their customers care about and translate that into search keywords for the content they’re creating.

So, while great content can spread like wildfire through social media (which, according to Optify’s report, 42% of marketers rate themselves as experts on), search engines continue to be the top place online where prospects will research products and services. If your content isn’t being found there, it doesn’t matter how much time you spend on content creation and lead generation – you’re still missing out on sales opportunities.

How to Implement Open Graph Tags for Videos

<< by Jessica Davidson on September 6th, 2012

Most people covet that number one position in search results, but what if there was another way to attract similar click through rates and traffic without obtaining the number one position? That is what video thumbnails in search can do for your site. As Brian Massay noted, video thumbnails can “make a number three ranking perform like a number one ranking.” With a video thumbnail appearing next to your website, the result stands out next to those without thumbnails, even those with higher rankings. 

read more How to Implement Open Graph Tags for Videos

How to Implement Schema.org into Your SEO Efforts: Part Two

<< by Jessica Davidson on June 22nd, 2012

In Part One, I discussed what schema.org is, its basic elements, embedded items, and missing information. Now, with a basic knowledge of schema.org, I will provide video, recipe, and product examples as well as the benefits of adding schema markup to your SEO repertoire.

read more How to Implement Schema.org into Your SEO Efforts: Part Two

How to Implement Schema.org into Your SEO Efforts: Part One

<< by Jessica Davidson on June 14th, 2012

Here at Search Mojo, we have been implementing schema.org as part of our SEO efforts for clients. In an attempt to learn more about the different types of schema.org markup as well as dispel my knowledge to other less web code savvy individuals like myself, I decided to create a schema.org how-to guide. Let’s get started with the basics!

What is Schema.org?

Schema.org is a joint initiative by Google, Bing, and Yahoo! to create a common markup language to improve how websites appear in search engines. The schema markup that is added to the code of a web page signals to search engines that a certain page is about a particular item (i.e. person, place, product, video, recipe, etc.). By providing this information through the markup, search engines can better understand the content of web pages and therefore provide more relevant, useful results for users.

read more How to Implement Schema.org into Your SEO Efforts: Part One


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