Basic SEO Techniques Stone :
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 Stone 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.
Search Optimization in the Mobile Age
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.