Let’s go, you and I, on an imaginary trip to Oslo in Norway. Now, the first two things you’ll want to do is arrange flight tickets to Oslo, and find a good place to stay. Where do you go for this information? A small (but growing) fraction of the online population will hop over to social networks like Twitter or Facebook and ask their network of friends and contacts for advice. But 9 out of 10 Web surfers will hit up a search engine like Google or Bing. Search engines are complex software tools that send out scouts called ‘robots’ into the World Wide Web to find, analyze and index webpages, blogs and other forms of content, constantly growing their database of information about the Web. Using ‘intelligent’ algorithms, they sift the content gathered (by various criteria), and organize the information in a fashion relevant and useful to searchers. Search engines then present the results in an ordered format that tries to list the most valuable material … [Read more...] about Why Do Search Engines, Keyword Research & SEO Really Matter?
Age does matter
This week, I had planned to write an article entitled, “The Five AdWords Features You Should Be Using Daily But Probably Aren’t.” The post was going to expose some of the hidden, advanced features available in AdWords that were often overlooked by even the most senior AdWords pros. Don’t miss the forest for… well, you know. That was the plan… until I did an audit of a big AdWords account. You see, as I looked through this $10M+ annual spend account, I was pleasantly surprised to see many of the advanced features I was going to advocate for in the article were being used — but horrified to see that most of this great functionality was being nullified by terrible account structure setup. Functionality Gone Awry First, this particular account had a very comprehensive keyword list — over the last two months, the account had gotten clicks on more than 240,000 queries! The problem, however, was that many of these “unique” … [Read more...] about Why Account Structure Matters For Every AdWords Account
You might think the number one goal should be gaining new customers or making more sales. Obviously, that’s what any business wants. But businesses pursuing sales are often left in the dust by the businesses who are actively seeking to be industry authorities. That’s because sales and customers are like love — they are usually found when you’re not looking! Many businesses succeed for a time by competing on price, but sooner or later, people realize they get what they pay for. Once that happens, they are gone, and the businesses pursues the next sucker. The cost of keeping a customer is far, far, far (far, far) less than going out and getting a new one. That means getting people in with the lowest prices is going to kill your profits if you can’t keep them. And you’re only going to keep them by demonstrating, day in and day out, that you are the authority in what you do. And all that starts with content. When it comes to businesses, web searchers … [Read more...] about Goodbye Keyword Optimization — Welcome To The Age of Topical Optimization
Not all content marketing practices yield equal results. In today’s landscape of SEO and social media, shareability is one of the most important qualities for a content marketing campaign. So what makes content shareable and why does it matter? Defining Shareability: Why Does it Matter? Put simply, “shareability” is the potential of a given piece of content to be transmitted, or shared, by a third party. Usually this manifests as a reader sharing a piece of content on their personal social media profile for more people to see, but there are many similar forms of redistribution, and a piece of content’s “shareability” determines how likely it is for such instances to occur. So why are shares so important for SEO and inbound traffic? The more people who share a piece of content, the more people are going to eventually see it, and the more people who see it, the more visitors you’re going to have. Think of your content as a single light in a dark … [Read more...] about What Makes Content Shareable & Why It Matters for SEO
As of the August 22, the AMP project now provides the option to build aspects of ecommerce sites, such as product and category pages. It seemed only a matter of time before this would occur, especially after eBay announced the launch of 8 million AMP-enabled pages, but what exactly does it mean, and how should retailers react? What are the key changes for retailers? Anything that can increase conversion rates will always be welcome news for retailers, and the improvements in page load speeds that AMP brings will most likely help to achieve this. Furthermore, Google will display AMP pages in the search results, rather than just in the carousel. It’s important to note that this update does not affect rankings directly (yet), although site speed and on-site engagement metrics, which AMP is focused on, could have an impact on your rankings. Over time, it is also possible that Google will favour sites running AMP as they will cater for the growing mobile audience too. Although AMP … [Read more...] about What does Google AMP mean for ecommerce?