Content marketing has come a long way in the last decade. Especially blog content. When enthusiasts first began blogging about their favourite subjects they were mostly laughed at. Nobody laughing now content in the marketing king and without a blog your online business will get nowhere. SEO rules become more compicated than ewer.
When it became apparent that blogging was the key to online success, marketers began using every tactic in the book they could think of to improve their search engine ranking. For a while it worked, but then the Big G got was to these under-armed tactics and started penalising what is known as “black hat marketing.”
When Google changed their algorithms and introduced Penguin and Panda to hit online marketers found to be manipulating the search results with penalties it caused something of a stir. Yet it would appear some web masters have either a) not learned their lesson, b) are ignorant or c) taking advice from so-called SEO gurus that no just a bit more about SEO rules than the webmasters themselves.
Content marketing disasters
I recently had a client that barked instructions at me. One of the tactics he insisted I use was outdated by about five years and the other was never going to win any points with Google. Let´s address the first; keyword stuffing. Maybe you may have heard of it, but if you are new to SEO rules you probably haven´t as Google banned it in 2008. Still, the client ignored my advice. What can I do – the customer is always right, right!
I figured he must have been on a course and therefore more inclined to believe the tactic he was told about in the conference. But if that is the case why did he not employ the services of the speaker. Perhaps because the speaker doesn´t even have an SEO company because he knows jack all about SEO rules and would not get results anyway.
Top-quality web content
The other fatal flaw to the client´s instructions was that the content must score at least 80% on the Flesch readability test. For anybody not familiar with the Flesch readability test, it is an algorithm that calculates how easy your content is to read. Except ironically to score 80% you have to write to the standard of a 12-year old using short sentences and words with two syllables. This makes most articles unreadable because there is no fluency to short stop-start sentences.
Search engines are looking for website that publishes well written articles. To write well, use plain, clear English. It is readable. And yes, use short paragraphs. It keeps the pace active. But to write content that people find easy to read you have to blend short sentences with long sentences so that the piece is fluent. Search engines are also looking for content that is unique, informative and interesting – but that is an aside. If you need great content to boost your search engine rankings hire a professional SEO copywriter – don´t listen to speakers that use outdated tactics.
Top 5 SEO mistakes and SEO rules
I’m always both excited and hopeful when i get a new website to look at. I am excited that i can take this new client to a new way, and let him realize his full potential online. I’m hopeful because always when getting a new website, either fresh from the developer or from another SEO firm, that i will just be able to take off without the need to first bring it to level zero. After many Audits i have made i have found a few points that almost everyone makes, and here they are so you can go now and fix it.
1. Rich Snippets
Google, Bing & Yahoo have made such a great work in helping us tell them what is it that we display on our website. Yet, I almost no one ever uses it and it’s a shame! Rich snippets will both help your rankings because google will now know who you are, what is it that you sell and even where is your business address to show in the serps. They will also reward you for it by showing reviews about you if available, Videos from your pages right in the SERP and even the event list you are going to attend this year.
2. Maps & Local
A lot of the business i help are local once. They’re traffic and sales depends on people arriving at they’re actual store and buying somethings there. Why is it then, that most of them will have a special dedicated page to show you where they are and they will only give you the text address? It’s 2019, images cost nothing to induce and google & bing both make it possible to have an interactive map with your address showing in your website. It’s a small feature but will both make you’re website better visually and will help the user experience on your website.
Also of course register your website with google local, This will benefit you both from having your website shown for local related searches and will have your address shown straight from your serp results, and as known, every change in the way your result is showing online will make the searchers eye catch your result, thus making your CTR higher.
I’ve had the joy of working with some big companies, those that sell advanced technology or big companies in the market. Those kind of companies usually have many suppliers, or other products that they integrate with them. Or sometimes even human resources (such as high profile or highly skilled people that get exposure by themselves) working with them.
Why is it then that most of the time they will not even mention it? I have seen companies that could get links from the partners section from the highest rated companies in the world (and those companies were doing it with others) yet they stood still and did nothing. If you have partner companies, Or distributors or basically any company or high profile man you are working with on a regular basis, or integrated his product into you. Ask for a link, most of them have a Partners section and it’s a shame you are not there!
4. Titles & Descriptions
To my big surprise, many websites are still not using they’re titles or descriptions as they should. just to remind you, Title & Meta Description are both html commands that allow you to set the page’s title, which is what you’r browser shows on the label of the page. And also it’s description, which actually is not shown anywhere but is used by search engines. Here is the part that i believe most website builders miss and thus not telling they’re client about how important that is.
Google will build you’re result in the SERP in the following way (besides very unusual cases). The title will be the link to you’r website and the description below it will be your meta description. This is why by writing a good title and meta description you can get you’re CTR up in the SERP by a good percentage.
Another tip on this subject is to have you’r company name in the Title. many forget this but for most brands, they get most of they’re traffic from Branded searches. In this case why not let the people know that this is your page? and even if the page is not branded, it will only do you good to have your company’s name in the in front of relevant searchers.
5. Webmaster Tools (and link it to your Analytics)
Google has done a great job with Analytics. every website i see will have it straight from the start. On the other hand, Most people will forget about Webmaster tools which is a great and valuable tool, specially when incorporated with Analytics. Webmaster tools will let you submit your sitemap straight to google, allowing it to know about changes straight away. Let google notify you when you have problems with your website. Help you with different ways to improve your website and make it faster. But the strongest one of all (from SEO rules) is the ability to get your keywords in the analytics with great analysis and rankings on the SERP.