The basic strategy behind keyword research is to find a keyword that is relevant to your website, that doesn’t have much competition, and that will generate search traffic. It sounds simple, but targeting the right keywords can be a complex process. Adding to the complexity is the fact that, sometimes, it’s necessary to change the keywords that you’re targeting. In his article on the Higher Visibility blog, Andy Garner examines a couple of cases where targeting new keywords might be the best option. Read more…
Four Tips for Increasing Conversions
You never get a second chance to make a first impression, and those few seconds that visitors spend on your landing page are critical for determining if they’re going to convert or bounce. In her article on the Ion blog, Jessica Collier offers four landing page tips for increasing conversions. Read more…
How Content Marketing Helps Your Website Grow
With Google’s increased emphasis on targeting and penalizing low quality websites, there is now more of an emphasis on using content marketing to help sites grow into viable internet businesses. In his post on the Content Is Currency blog, David Tully suggests a number of ways that content marketing can help you move your site forward. Read more…
Guidelines for Effective Hashtag Marketing
The hashtag was originally conceived as a means to help likeminded users find one another on social media platforms. Admittedly, its use has changed drastically over the past five years—all too often for attempted humor or irony. However, a properly used hashtag can be a powerful tool for spreading your message, as well as measuring the volume and sentiment of your audience. In his guest post on the Amplify Interactive blog, Peter Stringer (who is the Senior Director of Interactive Media for the Boston Celtics) offers guidelines for effective marketing through hashtags. Read more…
Recovering from Google’s Penguin Update
On April 24, Google launched its Penguin Update, which was designed to punish websites that were guilty of keyword stuffing, cloaking, and other SEO tactics that have long since been deemed naughty. The rankings shakeup has left a number of webmasters and online marketers struggling in its wake and wondering how to recover. In his article on Search Engine Land, Danny Sullivan offers some words of wisdom from Google, as well as some advice of his own. Read more…
Tips for Improving Online Lead Generation
For many B2B marketers, the most important metric is how many quality leads are being generated for the sales team. For this reason, it’s vital for B2B marketers to make sure their landing pages are optimized to generate as many online leads as possible. In her post on the Ion Interactive blog, Jessica Collier lists tips for converting more of your landing page visitors to leads. Read more…
Identifying Search Engine Penalties
It can be a real punch in the gut to check your website analytics account and see the significant drop in search engine referral traffic brought about by an unexpected penalty. Fortunately, many penalties are only temporary measures and can be remedied with a little detective work and the appropriate action. In his article on Search Engine Journal, Sujan Patel walks readers through the five step process of identifying (and addressing) search engine penalties. Read more…
Five Things That Drive Away Website Visitors
When it comes to search engine marketing, just getting folks to visit your page is half the battle. Convincing them to stick around once they’ve arrived can be difficult enough, but some websites almost seem to be making an effort to drive their visitors away. In his post on Search Blogger, Jamie Fairbairn lists five annoyances that may send visitors clicking away before you get a chance to engage with them. Read more…
Using Google Authorship to Boost Rankings
A 2009 study from Nielsen showed that 90 percent of those surveyed trust recommendations from people they know, while only 41 percent trust search engine results. In response to this trend, Google has attempted to make their results a little more trustworthy by incorporating more social elements, including authorship. In his article on Search Engine Watch, Kevin Gibbons suggests six ways you can use Google authorship in your optimization efforts. Read more…
Black, White, and Gray: The Evolution of SEO Strategies
In the beginning, SEO was primarily about keyword strategy and link building to the exclusion of all else, resulting in a lot of websites that ranked well with the search engines, but were useless to human beings. However, over the past few years, the trend in SEO has shifted from merely gaming the search engines to actually providing quality content and “earning” the rank. In his article on the Genuine SEO Net blog, Eddie Gear traces the evolution of SEO from its early “black hat” roots to its current “white hat” manifestation. Read more…
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