Seo for Beginners
All web-designers in London need to optimize and rank their websites high on Google’s results page: This is so, since Google tops all other search engines on the internet in terms organic traffic generation: Ranking high on Google’s search engine results page (SERP) is not difficult if Google SEO is followed.
On the other hand; ranking high in SERPs is not enough; you need to optimize your London site for human consumption; so that your website gets the traffic and conversion rate it deserves when users are convinced to click-through into your website to find specific information or product.
So; what does Google recommend for starters? Google looks for a number of signals to determine the quality score of a website/web-page before showing relevant results in the SERP; and content is among the most important ranking signal it considers.
After all; you built that website to provide a given information or product to the internet users; and not Google’s search engine: It will be needless to work hard on your SEO to rank your site high; while the content it contains is irrelevant and insufficient to those who need it.
Even if such websites with irrelevant and insufficient content ranks high due to some black hat SEO techniques; or by just effecting other ranking signals; they will always have a high bounce rate which also among the ranking factors Google considers: As users find your content useless for their needs; they click-away from your site and find another website with relevant information they need.
But; how exactly to you work on your content to get the favor from Google web crawlers??
This starters guide is broken into various parts of web-seo; both on-page and off-page SEO techniques that you need to perfect during site optimization process before embarking on extensive content marketing for high conversion rate.
A) Basic Search Engine Optimization
1. Unique and Accurate Page Titles
Web crawlers start understanding the content of your web-page right from its title: Ensure that your titles are original and accurate; stressing on the main point or idea you want to put across.
On the other hand; include researched and high ranking keywords in your titles for search engine consumption; while still making your titles catchy; having it in mind that your content is for human use.
2. Use Meta Tags and Descriptions
Meta tags and descriptions will show in the search engine results page; these are the summary of your page’s content.
Your meta tags should include the main keywords you are going to exploit on the body of your web page; so that web spiders can crawl and index your page appropriately.
On the other hand; use clear and precise description to summarize your content for the humans; so that they know what to expect on your page before actually clicking through to your content.
B) Working on Site’s Structure
1. URL Structure
The url structure of your web-page should be descriptive; including the main keywords: Web crawlers should be able to understand the content of your web-page form the url of that page; so that they serve the relevant web-pages to the internet users depending on the search query they use.
On the other hand; meaning full urls have a significant impact on the conversion rate; since humans will be able read them and understand the relevancy of the content; and consequently being converted into a visitor.
If you are using a content management system (CMS) such WordPress; ensure that you edit your permalinks to read exactly what the page is talking about.
Finally; your website URL should also include the main keyword in it; so that if you are a PC retailer, your website will include a PC retailer somewhere.
2. Site Navigation
Make it easy for your website’s visitor to navigate around: Provide links to all your pages using relevant anchor tags; so that your visitors get more information concerning relevant topics you have written about on other pages.
C) Content Optimization
1. Offer Quality and Unique Content
Having it in mind that content is king; strive to offer original and quality contents that cannot be found anywhere else.
Before creating your contents and publishing them; ensure that you do sufficient keyword research using keyword tools available on the internet such as the Google Keyword Planner found in AdWords account.
While creating your content; be sure to use your researched keywords naturally throughout the page to maintain a good flow; and also to avoid spamming the search engines.
2. Use Anchor Text
Using your keywords as anchor text; provide links to the pages within your website; with relevant topics as the anchor text.
On the other hand; if necessary, you can provide links using these keywords as anchor text linking to other relevant sites; with good reputation and quality content to offer more insight to your visitors
Avoid linking to irrelevant sites with low quality content as this will hurt your web-page ranking; or even worse the whole website ranking.
3. Optimize Page Visibility Using Images
Web crawlers are in love with images; utilize images on your web-pages so that they are fully optimized for search engine consumption.
Use image description and caption text boxes to describe what your web-page content is all about; ensuring that you include all the necessary keywords you expect to rank high for.
Use quality and large images on your web-page as these are always doing better in search engine results page.
On the other hand; be sure to use your own images; or buy from sites selling images online; or otherwise find the rights to use free images from sites like Google Images offering images and photos for free use.
4. Make Use of Headings
Separating your content into different heading has a significant impact on both search engine and human optimization.
Provide headings and sub-headings with quality and relevant keywords depending on the topic of that heading or sub-heading.
If you are using plain HyperText Markup Language (HTML); utilize in your content page the H1, H2, H3 and so on; so that emphasis is made depending on the importance of the keywords on your titles and sub-titles.
D) Optimize Your Site for Web-Crawlers
1. The Robots Exclusion Protocol (Robots.txt)
Web-designers/developers use this file to direct the web-crawlers on how they should crawl and index their web-pages.
However; using robots.txt needs sufficient web-development expertise; as it can extremely harm your web-pages visibility if not used correctly.
Ensure that you locate robot.txt files in the top-level directory of your web-server for it to function as it should; otherwise, you will compromise your site’s crawling by the search engine robots.
2. Using rel=”nofollow”
Similar to Robot.txt; using rel=”nofollow” requires extra care. This nofollow attribute is used to direct web-crawlers on which links not to follow and crawl on a web-page.
Some web-designers use this attribute to discourage spamming; or if the content of the page is not for public view.
Whichever reason you use it for, ensure that you counter-check your links so that you don’t use nofollow attribute inappropriately and prevent search engine robots from crawling your important web-pages.
E) Mobile SEO
The majority of internet users today use mobile phones and other hand-held device to access information from the internet.
You need to notify Google crawlers of the mobile version of your website so that it is optimized for the users using mobile devices to search for information through the search engine.
On the other hand; ensure that you use mobile friendly images; and give clear directives on how to use the site with mobile devices.
If you are using a CMS like WordPress; ensure that your website is responsive by using WordPress themes that are mobile optimized; and can re-size to fit on small screens as well.
F) Promote and Analyze your Site
1. Content Marketing
Now that you have satisfied Google’s SEO recommendations and most probably your site is enjoying high rankings; embark on extensive content marketing to promote your website’s contents.
For you to convert more visitors into leads, so that your site’s conversion rate remains high every time; taking your site to the top in SERP is not enough; and without effective content marketing strategy; your site’s performance will be compromised.
2. Website Analysis
Analyzing your site’s performance will assist you to calculate your return on investment (ROI); whether your SEO efforts are rewarded effectively.
There are a number of website analytic tools out there; Google Analytics being one of them with a number of features to analyze your site’s performance.
On the other hand; utilize free Google Webmaster tools to get more insight about your page visits; and a number of data that will help you evaluate your ROI.
Getting your SEO right for high Google ranks is that simple: And since Google is the biggest search engine in the internet; all major search engines such as Yahoo and Bing will like your content and rank your website higher.
List of Search Engines for Search Engine Optimization Tips
When it comes down to it, there's one factor that matters more than any other when it comes to an online marketing campaign: your return on investment (ROI). If you can maximize your ROI, and sustain it over the long term, your marketing campaign, by definition, will be an unquestionable success.
So which online marketing strategies tend to have the highest ROI?
Before I can hope to answer this question in any objective or meaningful way, I have to clear up a few initial points and establish a foundation for my reasoning:
- ROI is somewhat tricky to nail down. Even with all the data in front of you, it's difficult to pin down a precise measure of ROI. This is partly due to the fact that many forms of "return" are imprecise, such as brand reputation, credibility, trust, and visibility.
- Time and money are both investments. If ROI were a simple matter of "money in, money out," it'd be much easier to estimate and compare. However, some strategies require more of a time investment than a money investment, which adds another difficult-to-measure variable to the process.
- Long-term ROI is different than short-term ROI. And one isn't objectively better than the other. Over the course of five years, a long-term investment will pay off far better than a short-term one, but sometimes you need results to start showing immediately.
- Marketing strategies depend on execution. Let's say there's a marketing strategy that has a tremendously high average ROI, but you have no idea what you're doing; would you expect to see that high of a return in your campaign? The success of a marketing strategy depends on its execution.
- Every business is different. Every industry, every demographic, and every individual brand has unique factors that affect how effective different marketing strategies will be. It's impossible to account for all these factors.
With those considerations out of the way, let's take a look at some of the most popular marketing strategies around today and how they compare with each other.
Most business owners who have tried it will tell you that paid advertising offers a good ROI. However, there are a few considering factors that complicate paid advertising, making it difficult to pin down an objective conclusion about the strategy. For example, the price per click on a Google search ad can vary wildly depending on what industry you're in, sometimes up to $50 or more per click. Plus, you're not "building equity" with a paid advertising campaign, no matter what platform you're on; it's more like paying rent. Once you cut funding to paid ads, they instantly turn off, and the only lasting value you get from it is the sales you made while the ads were active.
Content Marketing and SEO
Unlike with paid advertising, it's technically feasible to get started in content marketing and SEO with no monetary investment. However, if you want to scale your strategy to a meaningful level, it's going to take significant time and/or money. When you first start out, your results will leave you wanting more, but the true power of content marketing and SEO is their ability to scale exponentially over time; rather than giving you linear results, as with paid advertising, every new piece of content you produce will hold a lasting, semi-permanent value for your brand in terms of web real estate, referral traffic, and domain authority.
Social Media Marketing
Social media marketing is another area where it's technically feasible to pursue with only an estimate of time. Depending on the scale of your efforts, social media marketing could cost thousands of dollars per month. As for the value--that's trickier to measure than the results you'll get from SEO or direct advertising. You can measure engagements, traffic, and conversions, but it's hard to accurately quantify the reputation value your brand has generated. Plus, there's wide variation between industries when it comes to social effectiveness, and the price of paid social media ads.
Email marketing has been described as the highest-ROI online marketing strategy, when implemented properly, with 67 percent of businesses listing it as their highest earner. Part of this is the low cost of creating a list and sending out emails; it won't cost you much in the way of time or money. There's also something of a growth factor, as the value of your email campaigns will increase with the size of your list. However, email marketing is dependent on a number of other interrelated strategies to be effective--and actually getting that email list built up in the first place, which can be very expensive.
The Final Contender
Out of the significant online marketing channels I listed, it's tough to pick a clear winner, especially after acknowledging the considerations I outlined above. In the short-term, paid advertising can give you a strong return, and email marketing seems to work best for the majority of businesses once they have a strong email list built up. However, if I had to pick one "best" strategy when it comes to ROI, I'd choose content marketing and SEO--thanks to its multifaceted range of effects, permanent value, and potential for compounding returns, there's just no better way to spend your marketing budget (though ideally, you'll be pursuing all these strategies in one form of another).
The Definitive Guide to Marketing Your Business Online
Will New Top Level Domains Matter in 2015?
Search engine optimization (SEO) may seem straightforward on the surface, but in practice, there are hundreds of interlocking pieces that must be monitored and adjusted in order to see positive results. The process is even more complicated for e-commerce sites, which operate under a unique set of circumstances and must adhere to a distinct set of best practices. All the fundamentals still apply: publishing great content, earning quality inbound links, and maintaining an ongoing social media campaign. But in addition to these, you'll need to pursue these specific e-commerce strategies.
1. Create unique product descriptions for every product. This is extremely important. It's tempting to use a manufacturer's description for your products, or to repeat sections of content for similar products, but the best strategy is to create a completely unique description for each of your products. It's a lot of work up front, but duplicate content can severely hinder your campaign, and all that extra unique content will pay off immediately.
2. Encourage user reviews. Encourage your users to post reviews on each individual product page. Amazon executes this perfectly, so look at any product page on Amazon.com for a great example of how to implement user reviews. Google loves seeing unique, value-adding content, and with an e-commerce site, you have a key opportunity to generate free content from your user base. Plus, you'll boost sales by giving people more insight into the quality of the products you sell.
3. Establish easy site navigation. This is crucial for both attaining higher search engine rankings and improving your site's user experience. Organize your product pages as intuitively as possible, separating them into easily searchable and easily understandable categories. Make your site map obvious and easy to follow, and design your site in a way that pleases the eye and immediately directs users where to go.
4. Optimize your site load times by reducing the size of your images. It's important to have high-quality images on your product pages, but don't go overboard. Having too many high-quality images on one page can slow down your site, which is bad for SEO. Instead, reduce the size of your images, or build a feature that allows users to "zoom in" to see a larger version. This will keep your load speeds in check while still giving your users the quality they need to see.
5. Link between pages wherever possible. Google prefers websites with value-adding internal linking. The fewer clicks a user has to make in order to get to any given page on your site, the better. Improve this by linking each page to several other similar, relevant pages in your domain.
6. Optimize your site for mobile. This is essential for any site, but especially an e-commerce platform, which would otherwise be nearly impossible to navigate. Give your users a smooth mobile experience, either through a responsive design, a specific mobile design, or an interactive app that allows for a better mobile experience. This will become increasingly important in the coming years.
7. Integrate your product pages with social sharing. In addition to basic social integration, your product pages should have social-share buttons so users can pass on information about your products with their friends and followers. This is a good business practice in general but it's particularly good for SEO because Google may use social signals as a measure of authority.
8. Keep your out-of-stock and discontinued item pages up and running. This might seem counterintuitive at first. After all, if you're no longer offering an item, why bother keeping the page up? It's worthwhile because it gives you more permanent pages, and a greater base of indexable content for Google bots to scour. All you need to do is add a headline or some other indication that the item is no longer available.
9. Create seasonal categories to maximize seasonal attention. Seasonal items tend to have lower keyword competition, with the trade-off being a shorter period of relevance. To get the most out of your seasonal items, create specific seasonal category pages such as "Halloween Decor" or "Best in Fashion 2014."
10. Add a community forum and encourage growth. Another major content option for e-commerce platforms is a community forum where users can exchange information about their favorite products and make recommendations to one another. It will increase brand loyalty amongst your participants. Encourage community growth by starting conversations and responding to questions and complaints whenever possible.
11. Include pictures and videos for every product. E-commerce platforms serve as a perfect medium for visual content, which is growing in importance for SEO. Include videos and several high-quality pictures for every product you offer, tagged with relevant metadata, so each image has a chance of showing up for a relevant image-based search. Just keep them stored in a way that doesn't interfere with site loading times.
12. Make your site secure. It's always been a best practice for e-commerce sites to have HTTPS encryption for user security. If you don't have it, get it now. In addition to providing an extra layer of user security, it also provides a significant ranking signal to Google.
13. Build deep inbound links. Link building for e-commerce sites presents a significant opportunity: ample material for deep linking. When engaging in a link-building campaign, focus on attaining links to the deepest pages on your site that you can (such as niche product pages).
14. Regularly check your pages for errors. E-commerce sites can grow unwieldy fast, since they usually have a huge (and growing) number of pages. Perform routine checks to make sure none of your permalinks are generating 404 errors, and that all of your links to external content are still functional. You can do this using Google Webmaster Tools and a site-crawling tool such as Screaming Frog.
15. Build relevantly titled URLs. Every URL on your e-commerce platform should be unique, relevant to the page, and keyword optimized. If you're using an automated means of page creation, you might be left with a URL ending in a long series of numbers and letters--change these immediately. For example, if you're offering a large red umbrella on a specific product page, end your URL with /large-red-umbrella-v1 rather than /10031490314180.
16. Use catchy meta descriptions for your products. When a page appears on a search engine ranking page (SERP), the meta description appears as text under the hyperlink. Use this to your advantage by writing compelling copy for each of your products' meta descriptions. Your goal should be to immediately catch your user's attention, and draw him or her in.
17. Optimize your site's internal search functionality. It's important to realize that Google isn't the only search engine you need to be thinking about. If you want your users to keep shopping on your site, you need to build and refine an internal search function that can efficiently scour your site and provide the most relevant results to your users. This means building an algorithm that can handle misspellings, offer predictive searches, and sort through every page on the site. It also means optimizing your product titles and categories to be searchable both internally and externally.
Put these strategies into effect immediately, and make regular updates as your business grows. E-commerce sites have unique challenges and differences from other websites, but with proper best practices, SEO doesn't have to be difficult for them. If you're looking for more help with online marketing for your e-commerce site, grab my eBook, The Definitive Guide to Marketing Your Business Online.
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