Authority is the key.
Google wants to reward great websites with high rankings. But what are they actually looking for? What they’re ultimately looking to do is find authorities. The website owner needs to think, how can I build up the authority of my website in the eyes of Google?
When you type in a search in Google, sometimes you see a website come up where it’s got what they call site links underneath. They’ve got links to different parts of your website when someone searches that particular phrase. That’s because Google has said, I really trust that website. I see it as an authority.
Try to focus on getting some good Google reviews and make sure you’re listed on Google Maps. This may not apply as much for blogs, it really depends on what your business is and what’s relevant. If it doesn’t make sense to put a Google Maps listing, don’t do it. But other things will make sense. Think about building up your website as an authority. To do this, you must ensure your website has good usability, well functioning technicals and good links.
It’s me presenting at The Digital Marketing Summit. I’ll try to get you a copy of the recordings.
We’re striking distance from Christmas and I hope you’re run off your feet, making sales and reaping the rewards of your online marketing efforts.
While the year comes to a close, I’ve also been thinking about your action plan for 2015 – I’m always thinking ahead!
In fact, I’ve created a 2015 online marketing checklist for you. Note: it doesn’t matter exactly how you achieve each item, as long as you have something in place for each.
This is what it takes to win online in 2015:
– Have a rock solid website (quick loading, mobile responsive).
– Follow SEO best practises (no keyword stuff or thin content)
– Creating valuable content (more important than ever!)
– Share it across the web (including social & email)
– Amplify content pieces with the most engagement.
We’ve actually been experimenting with that last step. High quality press releases, guest posts and link outreach still work but we’ve added in a whole new layer of paid amplification including Facebook, Linkedin, infographics and YouTube ads.
It’s working a treat and with those 5 steps, you’ll drive more traffic, convert more leads and dominate your industry online!
We’ll help you understand SEO better.
SEO is one of the best methods that can be used as a competitive advantage. It’s all about growing your audience and getting your message out there so that your content can affect more people. But a lot of people don’t actually know how to take this and implement it, get it working on their blogs so that they can get better visibility in the search engines and hopefully get more traffic.
Search engine optimization is managing your whole online presence. Traffic sources can be paid or free. To get a proper grasp of SEO, it is important to understand how Google works. It uses a spider and query software to serve up relevant results.
People have tried to game the system and reverse engineer how Google ranks websites. To combat this, Google has implemented three algorithm updates: the Panda, Penguin and Hummingbird, each of which will be examined. The key to it all is not to try to game the system but to become the sort of website Google can trust and then you will be rewarded with high rankings.
If you’re new to SEO, all of these concepts might be too much to understand now. But when you’re done with this quick search engine optimization guide, everything will be clear to you. Read More>>
An important part of search engine optimisation is how to find the best keywords. To do this, we need to consider who our target market is. Imagine your blog right now and think about what is your target market actually looking for? We need to get into their head and think about what conversations are going on in their mind, what problems and issues do they have? What would they be thinking about or typing into Google before they discover our blog? What would we like them to discover our blog on?
You want to make sure that you have your target firmly in mind so that you can choose keywords that are going to attract that target into our website. There are various ways to find good keywords. Go to Google for suggestions. Remember to assign one keyword per piece of content and put it into the relevant places. Always think of the user first. For the actual application, Yoast can help.
Try your best to think like your audience.
Get into the mind of your user
Think about getting into the mind of your user. Let’s say you’re in the process now of creating an article or creating a blog post. You get into the mind of your target market.
Use Google to find the most relevant keyword
One of the easiest ways to do good keyword research and pick keywords is to head over to Google and start typing some keywords that are relevant to the particular blog post that you’re typing in.
If you’re doing a blog post on how to prepare food or how to organise your kids, head over to Google. Start typing in ‘kids’ organisation’. As you’re typing it in, see what Google suggests.
That will give you some great insight into what is a good keyword to choose for the particular blog post that you’re writing. Sometimes you might even hit ‘search’ and scroll down to the bottom of the search results. Right down the bottom you’ll see, ‘search results related to organising kids’. It would be whatever keyword you type in there.
Underneath that, Google is going to recommend what it thinks are some relevant keywords that people are typing in. So you can use Google as a way to cherry pick the best keywords that you can start to use. That is probably the easiest way to do it. Read More>>
Google has very particular things it looks for in a website. It will reward those demonstrating these qualities with high rankings. Two of these key elements are usability and technicals.
How Google determines what a good site is
For usability, the way that Google determined what was important was by doing some analysis. They took a group of quality checkers and they gave them a list of good sites and a list of bad sites. They asked them to rate the sites.
They asked them questions like: would you trust this website with your credit card? Would you trust your son or daughter to browse this website unsupervised? Would you want to come back to this website? They asked them all of these questions and gave them a long list of websites, across a large cross section of people. Then they could determine what good sites were or what characteristics were on a good site and what characteristics were on a bad site. With those characteristics they started to look for the correlation. What things needed to be on these sites? What are the qualities of a good website?
Be good and Google will love you.
What makes a good quality site?
It’s not that you need to have every single one of these, but if you don’t have enough of these items, then Google will say, we don’t consider you a quality site. They are things like the About Us page. Good sites have an About Us page that talks about you and what it is that you’re doing and tells your story.
That want to have a good Contact Us page. Google has realized that good quality sites have their address published or they have a form which people can submit to contact the webmaster. They might have a phone number; that type of information is a good quality signal for Google.
Links are still a very important component of search engine optimisation. The Penguin update really tried to focus in on and make part of the algorithm, people who were trying to manipulate the rankings by getting a whole lot of back links.
So it is vital to keep a natural links profile, make sure you’ve got good quality links coming to your website from a variety of different places with a variety of different anchor texts. Use social media to get your audience back to your site. Article marketing and press releases are good ways to secure links, but avoid low quality content just to get a link.
Here are a few things you should know about link building strategies after Penguin:
Make your links natural.
Let’s say your blog is about planning for kids or planning checklists for kids. Let’s say that is the topic of your blog. If that is the topic of your blog and your website is called something else, maybe it is your name. Maybe it is janesmith.com.
If you have all the links coming to your website saying ‘planning for kids’ and every single link that points at your website has that specific anchor text or the specific keywords, Google is going to say, that’s not natural. You should be getting a whole lot of links pointing at your website saying ‘janesmith.com’. That is more natural. It’s ok to have some links through to your website with anchor text with the keywords you’re trying to rank for, but the vast majority probably wouldn’t be those.
They put in place a whole lot of rules to make sure that your link profile looks natural to Google. Getting links where it links back to that specific page is a good idea. Try to do it naturally. You may, for example, have a blog post with the keyword ‘Website User Experience’. You could make the title of the post ‘How to Create the Best User Experience’ rather than just ‘website user experience.’ That makes a bit more sense. Read More>>