Basic SEO Techniques Sandwich :
A few basic SEO techniques:
- View Google’s cache to see your page the way a search engine sees it. If you can’t see an element of the page in the cache, the search engines can’t see it either! This means that content isn’t gaining you any search traffic.
- Be sure your page is reachable. Crawlers don’t perform searches, they travel by links. This means your page has to be viewable by clicking on a link on another page or crawlers won’t see it and it won’t be searchable.
- Be sure you don’t have metaframes preventing your page from being crawled. Many Sandwich webmasters use metaframes to prevent rogue bots from crawling their page and don’t realize that these metaframes will also prevent search bots from crawling their pages!
- Don’t let your links get lost in a sea of links. Pages with hundreds or thousands of links may not get crawled thoroughly in order to prevent spam and skewed rankings.
- Use specific keywords. General keywords will have lots of competition. By using more specific keywords, a webmaster can reduce competition and increase rankings.
- Don’t abuse keywords. Use your keywords in natural speech. Optimize your page for one or two specific keywords that searchers might use when looking for information available on your page. Be sure your keywords are relevant to your content.
- Don’t use keywords in link anchor text pointing to other pages on your site. (This is known as commiting keyword cannibalization.)
- Be sure your keywords are plain text HTML. Add ALT text for images, transcripts for videos and audio clips, and put captions with java or flash plugins or images. Although crawlers are improving, many are unable to process anything besides plain text.
Be Aware of User Experience
Increasing the usability, accuracy, and visual design of the website will also increase your search metrics. Search engines use search metrics and backlinks to determine the popularity and user-friendliness of your page. These factors play an important role in SEO. Always seek to create content that is pleasing for your reader.
Search Engines use Engagement Metrics to determine user satisfaction. Time spent on a search result means the user found the result much more helpful than a user who immediately hits the back button to look for another search.
The Panda update allows google to use machine learning to rank websites on quality and user friendliness. In 2011, human evaluators ranked thousands of websites based on quality and then implemented machine learning that mimicked those evaluators. This update changed more than 20% of search results.
Things to consider when selecting keywords:
- The Keyword’s relevance to your page. Will the people using that keyword in searches be satisfied with the content on your page?
- The Keyword’s specificity. Would a narrower keyword or keyphrase attract an audience that is more interested in your content than the audience of the broader term? On the other hand, is your keyword so specific it won’t be searched?
- The Competition on that keyword. Can you compete with the current top ranked websites for your keyword?
Where to Put Keywords:
- In the Title: as close to the beginning as you can put it
- At the Top of the Page
- Several times throughout the body of the page
- At least once in the ALT text
- In the URL
- In the Summary or Meta description tag
Optimizing Title Tags:
- Titles should be between 45 and 55 characters long. Titles that exceed 55 characters in length may not show properly in google searches.
- Keywords should be placed near the beginning of the title
- Consider putting your brandname at the end of the title
- Don’t sacrifice readability and emotional impact for keyword optimization
Visit https://moz.com/learn/seo/title-tag to see how the title and summary of your page would show up in a google search.
- Keep them short
- Be sure your reader has an idea of what he will find on the page when reads the URL
- Use plain text links
- Use hyphens to separate words
- Use keywords
How Links to your Page Effect your SEO
- Are a wide variety of websites created by a wide variety of webmasters on a wide variety of topics linking to your site?
- Are many sites on similar topics linking to your site?
- Are the ranking sites for your keywords linking to your site?
- Are sites linking to your page using your keywords in anchor text to link to your site? (Anchor text is the blue text that shows on a webpage instead of the URL to the link)
- Are you getting links from trusted sources?
- Have you refrained from linking to spammy or poor quality websites and websites that link to your page?
- Have you been accruing new links?
- Is your page being shared on social media?
If you can answer yes to the eight questions above, links to your content are doing their job and helping increase your rankings. If you can’t answer yes to each question, devise strategies to remedy your answer.
Creating good, quality content that related pages will naturally link to is one of the best ways to get links. Another great way, is through Manual Outreach. Don’t under estimate the traffic that a well placed link can generate itself. Target specific websites who cater to similar audiences, preferably websites with few links, high credibility and high rankings for your keywords, and invite them to link to your page. Be sure to explain how linking to your page is a benefit for them, and not just an act of charity for you. You may also use this tool to see your competitors’ backlinks. Finding sites who have linked to the top ranked sites for your keyword gives you a list of sites that whose links would be of value to you. Avoid self-created links on lower quality websites. While they may help rankings a little bit, they may also hurt your rankings. If you pursue this option, proceed with caution.
Search Engine Webmaster SEO advice
SEO advice from the major search engine webmasters includes:
- Be sure all pages can be reached by static, plain-text links. (Links of the form: , as opposed to links buried in images, java or flash.) These links are easier for crawlers to find.
- Don’t “cloak” your work, or try to present different content to the search engine than you present to the user. Make sure your page is optimized to be found by a search engine when a user searches a relevant query. Don’t try to cheat the crawler’s and their index.
- Use accurate, descriptive, clear language with appropriate keywords in your titles, subtitles and ALT text. (ALT text is text that appears when an image cannot be displayed.) On hubpages, photo captions are ALT text and are therefore an extremely important part of search engine optimization.
- Create content filled with relevant keywords.
Check for Errors
To check for crawl errors see Google’s Webmaster Tools.
Meta Tags & Optimizing Metadata for SEO
A company blog can be a valuable asset, if done the right way. Not only does it provide more online content to increase search engine optimization, it provides fodder for your social media campaigns and can position your brand as an industry expert and resource. But readers won't just magically materialize. That's according to Gene Richardson, COO of Experts Exchange, an online community of 500,000 IT professionals where they can get online tech assistance from each other, hire freelancers and take online courses. Here are his words about how to be intentional with your blog strategy.
1. Use your community to source content.
Do you have an engaged, interactive community? Capitalize on this by sourcing user-generated content for your site. Foster relationships with your most engaged visitors, members, and consumers to encourage them to develop content, feature them in member or consumer spotlights, and use them as a sounding board to gauge what content is and isn't enticing readers. Involve your community in your content to make them feel even more invested in your brand or product, positioning your blog as a great place of reference for further information on the who, what, when, where, and why of your industry.
2. Give your company experts a voice.
Utilize the people on staff whose opinions matter to your audience. Don't just reference them in press or gated content. Move their voice into the company blog to make them an accessible reference.
3. Prioritize quality over quantity.
It's great if you can produce one blog post per day, but make sure to track whether or not those daily posts are receiving any traffic. Don't publish content for its own sake. Quality content that provides obvious and immediate value--not only to your target audience but to other consumers--will pay off in the long run.
4. Encourage engagement through targeted campaigns.
Drive traffic to your blog through social engagement tactics, such as polls, Q&As, and consumer interaction prompts. Ask readers to submit success stories, product reviews, or insights into best practices. People love the opportunity to be heard, so hear them out and give them a platform.
For this to be successful, you first need to understand where your audience lives online. Attempt social pushes through channels where your consumer base isn't engaged online and you'll see no improvement in traffic. These channels are also a great place for sourcing content if you don't have a community of your own.
5. Participate in a guest blog exchange.
Do you have a great rapport with an industry partner who has different or higher blog traffic than you? Establish a plan to provide them with a current, quality blog post on a relevant industry topic in exchange for them to post on your site. This exchange will mix up the authored content and subject matter on your blog to entice your readers to check out content by a well-known source, and your content on their blog will diversify your exposure and result in an influx of traffic.
What is The Future of Search
It is easy for search marketers to get caught up in the wrong types of competitive analysis or interpret them the wrong way. The ultimate goal of a competitive analysis is not to follow what your competitors are doing, but rather to discover opportunities that competitors haven't yet found. Follow the steps below to find opportunities to outperform your competition using free analysis tools.
1. Define the nature and scope of your industry niche.
Any marketing department worth its salt has this information on file. However, these values can easily be lost if they're not kept in the front of marketers' minds. For example, examine that pet keyword ranking that a key executive insists on maintaining at position one. Is it really true to your purpose, or would another keyword generate more conversion-ready traffic? Creating an honest definition of your specific industry niche will provide the necessary information to determine what keywords you should really be chasing.
2. Determine who your real competitors are.
Forget traditional competitors or even the shop across the street. Your only competitors online are those who are digitally relevant to keywords and concepts within the nature and scope of your industry niche. If the business you've been competing with for the last 40 years isn't showing up in search, then they are not a competitor in the world of digital marketing.
So who are your digital competitors? Measure organic search visibility by searching phrases that fall in the categories that define your industry niche. What organizations consistently rank in the top 5-10 positions for these terms? These organizations are your true online competitors. The free and easy-to-use tool by Compete.com provides a good estimation of your top 5 online competitors. Spyfu also gives estimations of PPC spend for any given domain. The idea of an efficient market would suggest that a high spend for a keyword would generate a high return, so pay attention to high spend keywords. However, these organizations may not be the most efficient PPC spenders, so don't put too much weight on this information. Compare Spyfu information for your organization with your actual PPC spend to get a sense of the tool's accuracy in your market.
The best way to define competitors is through the hard work of analyzing digital relevance through observing which organizations dominate organic search visibility for topics that define your industry niche. A solid investment in this step is crucial to the structure and success of your digital marketing strategy.
3. Define your customers and their expectations.
Start with your customer personae and determine if this matches your target audience. Are your competitors attracting this target demographic? Use the free tool Quantcast to generate an audience demographic analysis. This tool is great for estimating not only the demographics of the audience that visits any given domain, but also the estimated traffic to the domain on a monthly basis.
Next, analyze the content on competitor websites that are successfully attracting your target demographic. Does this content serve the needs of your target demographic?
4. Clear out internal "competitors."
Internal competitors may include an uncooperative development team, a restrictive compliance department or departmental KPIs that aren't in line with real inbound marketing goals. These types of "competitors" tend to generate much heavier downward pressure on your success than any other outside organization could achieve. Consider these competitors to be as real as external competition when developing your strategy.
Combine the findings from each of the three steps to generate deep insights on opportunities within your industry. For example, combine a competitor's Quantcast demographics (Step 3) with their keyword portfolio (Step 1) to determine keyword value and to get a sense for conversions through demographical data. You may find that the top rankings your competitor holds may not be generating the right audience, which would be important information to consider before deciding to target the same keyword categories.
You also may consider taking Step 3 further by analyzing the content on your competitor's websites. Look for opportunities to offer resources that your competitors don't have in their content arsenal. Then use these ideas to generate value-add content that attracts visitors to your website. Finally, ensure that you are first to market by promoting your value-add content on social media platforms and industry websites.
Use these steps to generate a strong competitor analysis, but don't get caught up in worrying about your competitor's keywords, where they are getting links, or chasing their rankings. Focus on finding the areas of opportunity that fall in line with what your organization does best. Then crush your competition on these fronts!