Category

SEO

SEO vs SEM vs PPC – The Bedrocks of Digital Marketing

By | Digital Marketing, SEO

In the 21st century, the success of a firm depends on its ability to market its products and services online. But the digital marketing landscape is by no means simple. There are all kinds of concepts that companies, both new and old, must learn if they want to have success.

As with anything, it’s best to start with the basics. In this article, we’re going to discuss some of the key terms that people use to describe marketing online – namely, SEM, SEO and PPC. Once you know what these acronyms mean, you’ll be in a much better position to decipher articles on the subject that you read in the future. So without further ado, let’s get started.

SEM – Search Engine Marketing

Search engine marketing, or SEM, is a term which covers a broad swathe of online marketing strategies. Search engine marketing can involve paid advertising, where companies pay search engines like Bing, Yahoo, Google and Duckduckgo to appear in search results, and “free” marketing, where firms generate content designed to rank highly in search results.

There are other forms of online marketing that do not fall under the umbrella of SEM, but they are few and far between. The vast majority of digital marketing dollars go on SEM-related activities, whether they cost money directly or not.

PPC – Pay-Per-Click Advertising

Pay-per-click marketing most closely resembles the marketing most companies are familiar with – advertising activities where the firm pays for the space they need directly. In the case of PPC marketing, the business pays for advertising to appear at the top or bottom of the page in search engine results, or to appear in banners on websites that are members of the advert network. PPC marketing makes it much more likely that your advert appears at the top of search results and is particularly useful for companies just starting that don’t have an established digital presence.

Of course, none of this is free. The “pay” part of PPC tells you that much. But how payment in PPC works is a little complicated. Essentially, you pay for advertising space related to specific keywords. Most PPC marketing platforms, like Google’s Adwords, allow you to select the keywords that you’d like to target with advertising and create advertisements around them. Other people may also want to advertise for those keywords, and so businesses must engage in competitive bidding against each other to secure the space. The firm that bids the most wins the right to appear in the advertising results and the others get relegated to subsequent pages or out of the results entirely.

PPC advertising is good in the sense that you don’t have to build up an online presence to benefit. If you’re a new business and you’ve got the money, you can pay to get to the top of search results without having to go through the much longer process of getting there “organically” – a concept we’ll explore next. But the downside is that you must pay each time a person clicks an advert, whether they ultimately decide to buy something from you or not.

SEO – Search Engine Optimisation

The aim of search engine optimisation, or SEO, is to boost the visibility of the pages of your site without paying advertising dollars directly to a search engine. Companies with effective SEO can climb the ranks in search results without paying for every click and eventually reach the first page, generating leads for free.

SEO involves many specific strategies designed to convince search engines that the content on your pages is more useful for users than the content on other sites. Google and others evaluate the merit of your web pages based on links from other websites, whether they contain useful content, images and videos, and the amount of traffic they receive from social media. Search engines take this information and use it to infer the quality of your web pages and how high up in the ranks they should appear for a given keyword.

The benefit of SEO is that by the end of the process, you should be able to generate traffic to your website organically, without paying every time a person clicks on an advertisement. Prospects will see your pages at the top of search results and then simply click through, no payment required.

The cost of SEO is that it can be both expensive and time-consuming. Rarely do new companies get to the top of search results for particular keywords in less than six months. What’s more, SEO is not free: you have to dedicate time, writers, and SEO professionals to the task.

How to Make your PPC & SEO Campaigns Work Together

By | Digital Marketing, SEO

PPC (or pay-per-click) and SEO are often characterised as two mutually exclusive digital marketing strategies. Businesses either use PPC, or they use SEO: they don’t use both.

But, with a little thought, it’s easy to see that SEO and PPC can work together, boosting the overall effectiveness of your marketing budget.

Both SEO and PPC cost money. It doesn’t make sense, therefore, to focus on one or the other. What firms care about is the effectiveness of their marginal marketing dollar: how much bang for the buck can they get from their digital marketing for each additional dollar they spend? Managers and entrepreneurs shouldn’t commit to one strategy or the other; they should choose to use both in a way that maximises their return.

There are many ways in which SEO and PPC synergise. Take a look at some of these ideas to get your PPC and SEO campaigns working together.

Gain Shared Insights

Although search engine optimisation and pay-per-click advertising are treated as separate entities, smart businesses know that they can use data derived from one to enhance the other. For instance, companies can collect data from their PPC advertising, see what works, and then implement similar strategies, keywords or H1 and H2 in their SEO content.

Use Landing Page Data

Companies can use their landing pages in a similar way by collecting data on the preferences of PPC-derived prospects. Firms can track which content, CTAs, and images are effective for PPC prospects and then utilise these insights in their organic SEO content.

Achieve Search Results Dominance

Some companies find that there are advantages of being both at the top of the advertising results and the organic search results. Being at the top of both signals to the customer that you’re a leader for their particular search query, making it more likely that they’ll trust you and click through to your site.

Build Customer Confidence In Your Brand

One of the best ways to build trust with your customers is through repeated exposure. People tend to trust what they see as familiar, and so businesses who can get their message in front of customers regularly are more likely to convert. Combining SEO and PPC is one of the best ways to do this because both can be used during different stages of the customer journey.

Most customers do not convert the first time they interact with your firm. Instead, they come into contact with your digital marketing content on several occasions before committing to buy. The first time they encounter you, they may click a PPC advertisement at the top of search results and get forwarded to a landing page. Next, they might do another search and click one of your blog posts high up in the rankings, thanks to effective SEO.

Then they may make several more visits, viewing product pages or making additional searchers and consuming more SEO-related high-ranking content, before finally converting. Using SEO and PPC together helps you attract and retain customer interest through multiple channels.

Use Competitor SEO Analysis In PPC

Competitor SEO analysis is fast becoming the norm for companies wanting to boost the effectiveness of their SEO. What’s the point of starting from scratch when somebody has already found a strategy which works? But what most firms don’t realise is that they can use competitor insights to drive better PPC. Competitors may be drawing people in using specific keywords or targeting a particular audience.

Use PPC Search Intent Data

Although certain keywords might be related to your business (and they may be popular), they still might not be associated with sales and conversions. People searching for “history of plumbing,” for example, may be more interested in researching plumbing than hiring a plumber. As a business, you want to target customers who have “intent to buy.” Tools like Google’s search query report can tell you the rate at which people converted after typing in specific keywords compared to others. Not only do you want to design your PPC around these particular keywords, but also use them in your SEO too. SEO content build around keywords that prospects use before converting are likely to yield higher returns than generic keywords

Leverage Your Display Network

Not all websites in your display network offer the same rates of conversion. Some sites will be popular among your customers, while others not. As a business, it’s in your interest to use your PPC data to find out which websites bring the most traffic to your site and generate the most conversions. Once you’ve got these data, you can pass them on to your SEO team who can approach these sites and offer to create lead-generating content.

The Fundamentals of Search Engine Optimisation

By | SEO

If you want your business website to be a success, ranking well on Google is paramount. By now, you’ll probably know that SEO (search engine optimisation) is the key to getting it right. The real struggle, however, comes from understanding the finer details.

Let’s take a closer look at the fundamental features that can be used to give your business the boost it deserves.

On-site SEO

The on-site SEO features provide the foundations from which to build a successful website with strong SEO. It covers each of the following; unique text content, internal link architecture, bot accessibility, sitemaps, URL structure, and server response codes.

Unique content

Duplicating content (including multiple home pages that simply have the location changed) will penalise your site’s SEO ranking. On a similar note, unnecessary pages (such as subcategories that aren’t needed) can bring negativity to the table. Focus on the pages that actively gain traffic.

Title tags

The title tag for your homepage is one of the single most significant elements of any SEO strategy. If your company provides multiple services, it’s important to choose a title tag that revolves around the primary source of revenue. After all, this is surely where you want to rank highest.

Backlinks

Gaining links to your site from external platforms is a great way to become an authoritative site on any given keyword. Gaining quality links from big websites is the best solution, and can be achieved via social media, although smaller sites still offer some value.

Spam

It’s equally important for your business to disassociate itself from spammy links. If an audit shows that spam sites are linking to your site, it may be worth filing a disavow case. Fewer backlinks from trustworthy and respected sources is better than having many from dodgy sources.

PR

Getting the business out there in the digital world can be achieved through a number of PR stunts. They range from providing expert quotes or guest posts to giving testimonials and becoming a partner on another site.

Google My Business

Google My Business is a tool that provides details of the business along with customer reviews. Accurate details and updated photos are a great starting point while actively encouraging happy clients to leave positive feedback should fire you up the local rankings.

Local Business Listings

Checking the legitimacy of local businesses is a priority for search engine algorithms. Getting the company added to a local listings site can go a long way to confirming this while also gaining a valued backlink.

Marketing

The website needs to be blessed with real traffic. Moreover, Google wants to see that the site is active, which is why continued marketing is key. If you fail to drive visitors to your site, the SEO ranking will soon start to fall.

Analytics

It’s one thing to make positive additions to your SEO strategy, but knowing whether you’re succeeding or failing is another altogether. The use of regular monitoring and professional analysis will pinpoint the good and the bad, allowing you to adjust your plans accordingly.

 

How your Social Media can Improve your SEO

By | Digital Marketing, SEO, Social Media

In the world of digital marketing, achieving a strong ranking on Google is one of the most important challenges of all. Search engine optimisation, otherwise known as SEO, is the key ingredient in the recipe for success. While there are many ways to increase your SEO ranking, a strong social media game could be the secret weapon that leads you to success.

Here are just five ways in which social media marketing can actively influence your SEO in a positive manner.

#1. Content promotion

Publishing links to your blogs, videos, and content can have a minor impact on your SEO through those direct links. Significantly, though, the fact that the content will be optimised on keywords will mean that the content reaches the right audience. As they click the links and read the on-site content, the associated traffic statistics will have a very positive impact as search engines will see this as confirmation that your site brings value to the visitors.

#2. Social link building

Links to your website work wonders for the overall SEO strategy, and posting via your social media channels is a great way to do it. When other websites link to your site and content through social media, it can give the SEO a serious boost while also winning over new audiences. Getting this type of link from influencers is almost impossible without strong and active social media channels. On a separate note, it’s an ideal way to diversify the types of links you gain.

#3. Increased engagement

Social media thrives on the engagement between users, and this includes the relationship between company and client. While the shares themselves won’t influence your SEO, the added engagement certainly will. As the engagement and leads from the content grow, it will make your content (and, therefore, website) become a voice of authority in the chosen topic and keyword. This is something that the search engines algorithm will love, which will result in a better ranking.

#4. The Google-Twitter bond

Google is now partnered to Twitter, which means that popular Tweets are now displayed as a part of the search results. This makes posting relevant content on Twitter a particularly good way to cheat your way to the top of page one. When added to the impact of the added engagement and retweets, a strong Twitter account can be a very useful asset to possess. Given that the partnership is still quite new, it’s likely that the influence will continue to grow over the coming months.

#5. Brand awareness

When consumers search for your brand on search engines, it will slowly but surely increase the presence when dealing with non-branded keywords too. A strong social media game will lead to far greater awareness, not least because consumers spend so much time on social media platforms. Getting the brand known on social media ultimately has a snowballing effect that will subsequently start to recruit new clients thanks to the actions of your existing clients.

Social media helps the business grow in many other ways, but the SEO influences are certainly among the best.

 

Approaching the Customer Journey in the Digital Age

By | Digital Marketing, SEO

Digital marketing is an essential feature for any modern business as the online arena is where millions of consumer interactions take place every single day. When handled in the correct fashion, this environment promises to generate some truly fantastic results. However, this is only made possible when you approach it in the right way.

Here’s how to ensure that your online marketing strategies are met with the right responses time and time again.

Leaving the traditional route behind

In years gone by, there was a linear route. The consumer would first be exposed to the brand before becoming familiar with it thanks to regular marketing. The consideration stage would hopefully be followed by a purchase and a repeat customer.

Nowadays, consumers have greater expectations while they additionally interact with brands in a completely different manner – this includes where they shop and how they make consumer decisions. With a more sophisticated and customer-centric approach, however, it is possible to win over the online audience.

Marketing teams must now embrace two-way conversations, find innovative ways of pushing the brand as well as the products, and know how to strike at the moment where consumers are most likely to complete an impulse buy.

Approaching the customer journey in the digital age

It’s also worth noting that consumers now follow a four-stage cycle. After creating an ‘initial consideration set’ of brands, the consumer gathers information in the ‘active evaluation’ stage before choosing a brand with what is known as the ‘moment of purchase. Finally, their ‘post-purchase experience’ is where their future decisions will be influenced one way or the other.

Following the four steps below should put you on the pathway to success.

#1. Consumer-driven marketing

Modern consumers are influenced heavily by the views of their friends and family. When dealing with the online audience, this can extend to strangers that are past customers too.

User-generated content (including testimonials, customer reviews, and blogs) from impartial third parties carry a lot of weight due to their authenticity. In truth, those reviews and responses are likely to have an even greater impact than any marketing campaign.

While the user-generated content is important at every phase of the journey, the impacts are heightened during the active evaluation phase. The reviews and testimonials can make all the difference by confirming or contesting those initial first impressions.

Google My Business is a particularly good solution for local businesses, not least because it boosts the SEO status too. Other platforms including Trustpilot are very useful too.

Still, you will need to give your customers a reason to provide positive reviews. The last thing you want to do is let them down. So, set realistic expectations and surpass them. When customers gain a quality service that is even better than promised, the positive reactions will lead to great results.

#2. Engaging content

As a modern business, you don’t merely want customers to love your products. You need them to become loyal to the brand too. Thanks to digital marketing, this can be achieved before a product has even been purchased. You’d be a fool not to take advantage.

People buy into people. Even without face-to-face interactions, the use of engaging online content can make prospective clients feel closer to the brand than you ever thought possible. Blogs, behind the scenes videos, and opinion pieces are all great options. Essentially, you need the content to bring value to the consumer’s life while getting them familiar to the brand.

When a consumer loves the brand, they will be far more likely to look at its products with a positive outlook. In turn, this can lead to instinct purchases. Furthermore, the fresh content is a great way to keep the brand relevant – especially for existing clients.

Engaging and entertaining content is also the perfect way to celebrate the personality of your brand. The fact that you’ll enjoy it too should spread to the customers. Given how their mindsets can alter everything, the value of engaging content cannot be emphasised enough. Be sure to embrace it.

#3. Mobile strategies

The exponential growth of smartphone and mobile technology has changed the game forever as clients can now access valuable information at any time, any place, anywhere. In fact, over 50% of all online interactions now take place via handheld screens. Targeting this marketplace is no longer merely an option; it is essential.

Media consumption through mobile devices is an amazing thing, not least because it offers a real-time interaction between client and company while consumers can interact with each other too. Over 7 in 10 customers use their smartphone during the research phases of the purchasing journey. Therefore, your business needs to incorporate mobile strategies into its marketing endeavours.

If the mobile browsing experience is inadequate, it makes the business look outdated and unprofessional. Over half of the potential audience will suffer as a direct result. Conversely, when the site is optimised, the engagement levels will be far greater. Mobile search engine results will show your website in a more prominent position too.

#4. Communicate

Given the opportunities for real-time engagement with consumers, it’s vital that you learn to embrace a two-way dialogue. Participation will keep the business fresh in their minds, which will give you an advantage as they handle the decision-making process.

In addition to encouraging participation, it gives the business a chance to collect valuable information. This client insight (both individually and demographically) can then be used to tailor the brand accordingly.

Better still, the interactions will be held with people that actively show an interest in the brand. In turn, it can be assumed that they will be likely to show an interest in the products too. This prevents you from falling into the trap of wasting time and money on online users that won’t realistically buy your products.

When supported by the other ideas mentioned above, great communication that leaves consumers feeling valued is sure to guide them to the desired destination.

Creating Compelling Content for your website

By | Digital Marketing, SEO

As a business, it’s up to you to sell who you are to your customers, as well as selling your product or service. A part of this process is having an updated website that is easy to read, easy to see and easy to use. The other part? Having compelling website content that people love to read.

Why is it so important?

The information on your website promotes not just your products or services, but who you are as a company. Being a new business consumer engagement is vital for your future success. It allows you to build a relationship with your audience, and the better you do that, the more they will come back looking for more.

If you are providing regular, catchy content, your business is going to continuously have visitors looking for your words. You need to know the following so that you can create the best content:

  • What people are looking for on your website
  • Whether the content is relevant to the audience
  • The best way the content should be presented to the audience

You need to create that engaging content after you have budgeted for affordable web design to make your business website look good. Below, you’ll find some of the best tips to building that content for your business site.

You need a target market

You can’t write excellent, targeted content without a consumer group to target in the first place. Once you know who your target market is, you can learn their interests and needs so that you can personalise your information to them.

You need excellent quality

Let’s be honest: you are a business leader, you may not have any idea about writing the actual content for your site. You can choose to outsource this content elsewhere, or you could learn how writing in short, concise sentences engages people. You can learn the benefits of the active voice and you can write content that is original and accurate. All of this is vital for the SEO process on your site

You need the right structure

Structuring your content is important. People need to know exactly what you’re trying to say in the first few sentences of your content. This can help you to grab reader attention immediately. Think about bullet points and tables, photos and visuals and keywords scattered through the content to up your search rankings.

You need the right format

This is a personal choice for you and what you want for your business website. You need to present your content in a way that makes sense for you, whether this is in blog posts, short stories or featured articles. Infographics and visuals are also important!

 


If you think that you need some help with writing your website content, look into the services of a professional to help you out. Compelling content catches the customers – which is exactly what you would be investing in. Be expressive, be clear and be effective, and you’ll see the difference in your bottom line.

When Will my Website Rank #1 on Google?

By | Digital Marketing, SEO

Have you been told before by shady search companies or SEO specialists that they can guarantee you a top Google ranking for your website in just 7 days? Of course, it’s what we’d all love to believe, but the reality is it’s not going to happen overnight.

So how long does it really take to get your website a page 1 search ranking?

The truth is there isn’t a one size fits all answer. There are many different factors that come into play which can affect your position on the SERPs. To give you a better idea, research conducted by ahrefs has shown that around 95% of new pages published don’t get into the top 10 within a year. For those that do, it tends to take around 2 to 6 months.

How do the 5% get there? With a solid, ethical SEO strategy, backed by SEO specialists that continually monitor your site’s performance and optimise for the best possible outcome.

One of the key factors that helps improve your search ranking is through link building. It’s a process that takes time (hence why you won’t achieve an instant #1 result) but is extremely effective when done correctly. Neil Patel sums up link building really nicely.

So you now know it’s going to take at least a few months to gain any real traction for your site ranking, but that’s no reason to throw in the towel. Like the saying goes ‘good things come to those who wait’.

We’ve previously covered off our top Google SEO ranking factors, but here are a few insights that can help move your SEO efforts along in the right direction:

It all starts with proper keyword research

Creating content around the right keywords is crucial if you want to achieve the best results. Knowing which keywords to focus on will help determine the kind of content you need to create, in order to rank highly and drive traffic to your site.

Produce fresh content regularly

Google prioritises their ranking for new content and take into consideration a number of factors such as the length of content, timeliness of content and whether the content is original. Let’s take blog posts for example. Generally the longer the post the more credible the site will be. Anything more than 300 words is considered a good start, but the key is maintaining quality.\

Don’t stop your link building

If your SEO specialist has carried out your initial link building campaign, keep it going. In Google’s eyes it will mean you’re still relevant. Having quality back links on a regular basis will help maintain and continue to improve your position on the SERPs.

Whilst it may seem like a lot of effort to get started, having a long term SEO strategy in place will ensure your site benefits being at the top for years to come.

Ready to kickstart your rise up the Google ranks? Cloud Cartel’s SEO specialists will give it to you straight. Give our team a hola today.

 

SEO Top 10 Tips

Cloud Cartel’s Top 10: Google SEO ranking factors

By | Digital Marketing, SEO

Did you know Google unofficially has over 200 SEO ranking factors built into their algorithm? So, when it comes to optimising your site – where on earth do you begin?

We all want our business to achieve that page 1 position on search engines, but it doesn’t come easy, especially when you’ve got a lot of different factors coming into play. We’re not going to delve into the science of how search engines work, but it is good to get your head around it if you’re new to SEO.

Not all of Google’s ranking factors hold the same kind of weighting. Which is great, because it means even just focusing on the most important factors initially, will do wonders to maximise your SEO efforts.

SEO experts ponder search ranking factors all the time, because as we know it Google’s algorithms are constantly changing and your SEO strategy needs to keep up too.

So what’s relevant right now? Our SEO experts in Perth have compiled their top 10 list of ranking factors any SEO beginner should focus on, to get their business ranking higher on Google.

1. Mobile friendly sites

No surprise here, we talk about this all the time. Having a mobile responsive site is an absolute necessity these days, as the number of people browsing on mobile devices continues to rise.

Google prioritises this by pulling its results from mobile-optimised sites first, rather than sites geared to desktop computers. You can test how mobile friendly your site is using Google’s mobile testing tool.

2. Quality content reigns

Content for now, is still king. The combination of producing original content, at a length that ensures the content remains valuable is a sure winner that Google will love you. But what does optimising content for SEO mean?

Google still relies on keywords to understand what your content is about, but it’s how you use them that matters. The trick is to keep your content fresh while naturally integrating your keywords and not over doing it. Duplicating content and going nuts with your keywords is only going to harm your ranking, so it’s very much a balancing act.

3. The need for super quick page speed

How fast does your site load? Users jumping on your site want answers to something and they want it fast. This has always been a pretty important factor in Google’s eyes, but now the search engine is also measuring this against mobile sites with a new algorithm dubbed the ‘Speed Update’. Put simply if your site is dragging to load on mobile, you’re going to find it hard to rank high on the SERPs.

4. Schema markup

Schema what now? Schema markup is code you place on your site to make it easier for search engines to interpret your content. If you’re a small business this is especially important for local SEO, as it helps Google understand where your business is located.

5. Power to the domain

A high Domain Authority indicates your website contains quality information and that you’re a credible source of insights. Domain Authority (DA) is a metric made up of factors such as domain age and keyword relevance. It rates websites on a scale of 1 to 100. The higher the score, the higher the ranking, which is likely to result in more traffic for you.

But how do you achieve a high DA? If you’re actively engaging in SEO you’re probably already onto this, regardless here are some tips to help you increase your Domain Authority.

6. Quality backlinks

Google keeps score of what sites have quality backlinks. When a trustworthy website links back to you, it makes your site appear valuable and positions you as an online authority figure. Once you start receiving a steady flow of a backlinks, you’ll notice your Domain Authority improve not to mention your rankings too.

7. Social signals

What’s one way Google knows you’re producing valuable content? If it’s being shared of course. People power through social media we like to call it. Anything from likes, tweets, pins and general shares will positively influence your ranking – so get social!

8. User experience (UX)

Ensuring your website is functional and provides a positive user experience is high on the list of SEO ranking factors. A site that’s difficult to use or navigate can impact your rankings indirectly through the time spent on your site, number of pages viewed, the bounce rate and so on.

9. Technical SEO

This loosely covers many factors, but carrying out basic on page SEO are tactics any SEO friendly website should be implementing. You just can’t ignore it. Things like optimising your title tags, header tags, meta descriptions and images, making sure you have a proper sitemap… the list goes on!

10. Secured sites

Google has considered security a top priority since 2014. Maintaining data security on your website is important to prevent data breaches from hackers accessing users’ personal information that you may collect. A secured site will be encrypted with an SSL certificate and identified with ‘https’ in the URL.

Because Google wants users to be better protected, they now label sites that aren’t https encrypted as ‘unsecured’. Having an unsecured site does look bad for business, but it’s actually not the absolute deal breaker for SEO. It is however best practice to have a secured site, which is why we’ve rounded it off in our Top 10.

Around 75% of people using search engines don’t click or tap past the first page of results. Crazy huh! So it just goes to show why you should stay on top of your SEO game.

 


 

Need a hand reviewing search ranking factors against your business website? Contact the SEO experts in Perth at Cloud Cartel.

 

SEO Fundamental mistakes

SEO Fundamentals: 5 slip-ups that could be harming your search ranking

By | Digital Marketing, SEO

It seems like search engine algorithms are changing as often as we change our underpants – ok maybe not that frequently, but it’s definitely hard to keep up with wouldn’t you agree?

Having an SEO expert in your corner is great for this, as it means you’ve always got one foot forward when it comes to SEO best practice. If you’re managing your own SEO strategy though, the key principles haven’t changed that much. But, it’s always worth reviewing whether you’ve been making any blunders on your website, which could be impacting your search ranking.

To ensure you stay in Google’s good books, here are 5 common on-page SEO mistakes for you to cross check against your website, so you don’t fall into the SEO penalty trap.

Keyword stuffing

If you’ve been in the game long enough you’ll know this is an old school SEO tactic! Once upon a time it was acceptable to throw in as many of your target keywords into your website content to help boost your rankings. But these days it’s considered a spammy act. Don’t think you can fool the search engines because it will only hurt your performance.

Instead of writing for the bots you should naturally integrate your target keywords into your content to ensure you’re providing a positive user experience. Google, for example, uses Latent Sematic Indexing (LSL), which can recognise the topic of your content without the need to stuff keywords everywhere.

Duplicating content

Be careful when it comes to repeating content across your site. Duplicating content in multiple places – be it different pages within your site, different sites or sub domains is not considered best practice.

For example, if you’re talking about a product on your home page and then you have a separate product page on your site, make sure you don’t use the copy verbatim, rather paraphrase what you’re trying to say so it doesn’t all sound the same.

And we don’t even need to mention ripping off someone else’s content as your own.

Keyword cannibalisation

This refers to targeting the same keywords across multiple pages on your site. Doing this can impact how well a particular page will perform. Ensuring you have clear site architecture in place will help to establish specific target keywords, for each of the pages on your site that you intend to optimise.

Focusing on quantity not quality

This is one mistake our SEO experts see all too often. The correct phrase is quality over quantity right? Creating volumes of copy on your site for the sake of it, isn’t going to make a huge difference to your rankings if its not quality content.

Yes search engines favour fresh, regular content being produced on your site, but it should be created with user intent and a purpose. Make sure your target keywords and associated keywords align with your content by naturally integrating them into your H2 tags and body content.

Optimising keywords for the wrong content

So you have the perfect keyword to target but how relevant is it to the content on your site? You may think creating content around the keyword is going to result in SEO success, but if it doesn’t seem like the right fit, search engines will pick up on this. So the best scenario is to always keep relevancy and search intent in mind when optimising keywords for content.

Get on top of these and with any luck you should start to see some improvements to your search rankings. Continuous optimisation is key and a sound SEO strategy will help you stay on track of your SEO goals.

 


 

Get your website found on Google with an effective SEO strategy developed by yours truly. Talk to us to make it happen.

SEO Fundamentals

SEO Fundamentals: Writing quality content to boost your search rankings

By | Digital Marketing, SEO

When it comes to SEO, content is everything. Creating content that’s optimised for search engines can significantly help boost your search ranking, but only if it’s quality content.

What do we mean by quality?

Content quality is one of the top ranking factors in Google. The content you produce should provide relevance and be of value to the user, enhancing their overall experience.

You can’t pull the wool over search engine algorithms. They can identify whether the content you’re creating is to blatantly improve your position on the SERPs. The good old tactics of keyword stuffing – once an effective method to rank highly, will these days negatively impact your website’s rise up the ranks

So what is the right approach for SEO? We asked our expert SEO writers to share their top tips for creating quality SEO website content.

  1. Focus on people not search engines

Understand your audience and what’s important to them and the search engines will follow. There’s no point creating content if it’s not going to be meaningful and appeal to the interests of the user. Integrating your keywords naturally is key to getting your SEO content right. Concentrate on the value you’re providing, not the word count.

Write clearly and succinctly – it’s what all good writers do. If you have a blog on your website, use it to show you’re an expert in your industry, a go-to source for information. Mix up your topics and don’t always focus on content that directly relates to your products or services.

You can also optimise your keyword targeting by utilising Google’s semantic search in your content. This refers to the ‘related search’ results that can be found at the bottom of a Google search results page.

  1. Write compelling headlines

We call it ‘click worthy’ headlines but it’s much more than that. A headline needs to grab attention, be clear and relevant, not be too long and make use of your primary keywords where possible.

In addition, you should also make sure your meta descriptions will draw interest and elaborate on the topic of your blog article or webpage copy. Never underestimate the power of your headline and meta description as these are what show up on the search results.

  1. Weave in SEO keywords with caution

The #1 rule here is: Use keywords sparingly and with meaning. Keywords are still essential so let’s not disregard them completely, but pay attention to how you use them and how they fit into your overall SEO strategy.

Are the keywords relevant to the topic? Keywords should flow naturally as you write from beginning to end, and by doing so search engine spiders will be able to pick up what your content is about. Spam your page and you run the risk of being penalised for your not-so best practice SEO efforts.

Aside from your headline and meta description, you should also utilise keyword-rich phrases in your first sentence or paragraph, sub headings, image file names and alt text, within links to related content, and if it’s for a blog take advantage of blog tags in your posts.

  1. Create a sound content structure

We’re all skim readers at the best of times when we read anything online, so make sure the format of your content reflects this. What you have to say may be great, but the reader could lose interest if your content isn’t set out with readability in mind.

Keep readers engaged by making use of short sentences and paragraphs, break up content into sub headings or bullet points, and from a back end perspective remember to use proper H tags.

  1. Promote natural link building

Engaging content will encourage sharability and link building is still considered important for SEO. Linking to your own articles or website within your content means you’ll have a trace back to your website if your content is used by another site.

Use embedding codes on your video content and infographics to make it easier to share your content. In doing so it also provides a link back to the source – you!

Including page links – be it your own or other sources, demonstrates to Google that you’re in the know, you value the content that others create and you make it accessible for others.

 

 

Put simply – produce quality content and Google will love you for it. By using these tips and following basic SEO rules, you’ll be on the right content path to boosting your search ranking.


Want to see how developing quality SEO content can help improve your search results? Get in touch with the Perth SEO experts at Cloud Cartel.