By now, you’ve probably heard as much as you can bear about mobile first indexing. For me, there’s been one topic that’s been conspicuously missing from all this discussion, though, and that’s the impact on internal linking and previous internal linking best practices.In the past, there have been a few popular methods for providing crawl paths for search engines — bulky main navigations, HTML sitemap-style pages that exist purely for internal linking, or blocks of links at the bottom of indexed pages. Larger sites have typically used at least two or often three of these methods. I’ll explain in this post why all of these are now looking pretty shaky, and what I suggest you do about it.Quick refresher: WTF are “internal linking” & “mobile-first,” Tom?Internal linking is and always has been a vital component of SEO — it’s easy to forget in all the noise about external link building that some of our most powerful … [Read more...] about Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond
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How should a company handle its search marketing needs? It depends. Many factors need to be taken into account in order to make the correct choice. Companies frequently make a choice based upon incomplete / incorrect information and end up with unsatisfactory results. I asked my fellow SEMpdx members to offer their analysis of this important decision: Kent Lewis: When deciding whether or not to build an in-house search engine marketing (SEM) team, or to outsource to an SEM vendor, it´s not quite as simple as a quick cost-benefit analysis. A successful SEM campaign is all about ROI, but comparing in-house and outsourced vendors is somewhat apples to oranges. At the fundamental level, you can look at the cost of the employees from a salary and benefits perspective, and compare that against vendor pricing (annualized). The challenge is that there are many hidden and soft costs associated with an in-house team, including recruiting, training and retaining. It´s very … [Read more...] about Ask SEMpdx: In-house or Outhouse? What Criteria Should a Company Use to Decide How to Handle its Search Marketing Needs?
Natural search teams can get seriously hung up due to the bottlenecks that may exist within organizations of various sizes, preventing them from achieving outstanding organic search results. One type of bottleneck is IT delays that prevent timely implementation of SEO projects. Many times, these delays can’t be avoided. But that doesn’t mean you can’t otherwise be achieving SEO gains. Ideally, you have created a Needs Assessment roadmap as the first step toward successful in-house search marketing. This is your critical-path blueprint for efficient deployment of your SEO plan. Even with a clear roadmap, in-house teams can encounter dead-ends. Most often, this happens with development resources. Having a dedicated developer available to the SEO team is highly desirable; however, not all companies can afford this luxury. As a result, IT can stand in the way of accomplishing critical-path SEO. IT can lead a CEO down the SEO procrastination path by assigning a higher … [Read more...] about Making the Most Of In-House SEO Project Delays
An exasperated in-house SEO recently asked colleagues on Twitter how to respond after upper management had met with an agency that had offered suboptimal, but eagerly digested, SEO advice. How indeed. Sooner or later, most in-house SEOs will face a similar situation, and how you respond may impact the budget you have to work with, the size of your team, and even your continued employment. I should start by noting that “agency” is all-encompassing term, and that companies of any size are increasingly being approached by a wide variety of vendors offering search marketing products and services. These may include link builders, content providers and tool developers, in addition to dedicated SEO agencies or marketing agencies with a search component. Given that you have an in-house SEO program can these proffered products and services be dismissed out of hand as either unnecessary or redundant? Absolutely not. For any number of reasons – a lack of internal resources, … [Read more...] about The Effect Of Agency Pitches On In-House SEO Programs
Search engine optimization processes made great strides in the last few years. When the phrase first appeared, SEO web design intended little more than stuffing your great 90’s website with whatever terms you had been optimizing for, getting listed on famous directories, and populating your meta data for the search engines to evaluate. Search engine marketing and SEO optimization were fundamentally as traditional as the search engines themselves, before the 1st algo has been written to point keyword stuffing, you just typed your key phrase more times compared to anyone else to get the top place in Yahoo. But, oh man, have things modified. In their infinite search to provide users with the most appropriate, authoritative and good quality recommendations for a given keyword phrase, the algorithms and web metrics utilized by search engines such as Google to index, evaluate and understand the contents of the web have grown to be more and more advanced. The complication and relative … [Read more...] about Web Design Is SEO Most Important SEO Factors To Consider When You’re Designing A Site