Articles in the Advanced SEO Category

Ready to amplify your site’s optimization? Learn techniques and best practices for advanced SEO – from considerations for URL redirects and website architecture to the latest techniques for helping your search engine results stand out – our experts have the ideas and strategies to take your Organic placement to the next level.

April 27 2011

Latest Google Algorithm Update – Now People Panic!

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The age old axiom of, “You can lead a horse to water, but you can’t make it drink” has had so much meaning for me over the last few weeks with the latest “algorithm update”. In actuality, Google makes so many updates a year, that this isn’t really an “update”, just a reinforcement of SEO philosophies that I and other SEOs have been preaching for years: “low quality websites will be penalized in the long-run!” Don’t believe me? Read this blog post by SISTRIX: http://www.sistrix.com/blog/985-google-farmer-update-quest-for-quality.html.

Data aside, while I do feel a little sorry for some webmasters, I can see Google’s point of view. Google is a search engine that wants to serve pages in their results that are relevant and provide a favorable user experience. Good user experience can mean a multitude of things: interesting and relevant content, fast page load times etc. For Google to stay the number one search engine in the world, they need to ensure that their search results are the best search results you can find, anywhere. While other search engines like Bing and Ask may be a little less stringent in their webmaster guidelines, their algorithms just aren’t as sophisticated as Google’s in that they can be a little “naïve” with the results they serve.

Google’s algorithm was built on the foundation that the amount and quality of the inbound links pointing to a web document should be a major signal when ranking pages. Google also want to present the most relevant, topical (if need be) and compelling data that they can. With the plethora of Google algorithmic updates per year, it’s possible that Bing may fall by the wayside. The only real way to detect any obvious differences between the algorithms of both search engines is to simply compare search results for the same keyphrase.

With that being said, it’s safe to say that all search engines are always looking to serve pages in their SERPs that adhere to all of the same basic SEO best practice doctrines: well structured websites with good content, created for users and not just for the search engines, will always garner better rankings than ones that don’t.

January 3 2011

Five Keys to Landing Page Optimization

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Landing pages are critical to internet marketing campaigns.   Successful marketers know that optimizing landing pages is equally important as the offer itself.   Finding the balance between the amount of content, creative design, and form length are the key.

Design, content, and strategy all play a large role in the success of form fulfillment.   Keep in mind these five key optimization tips to improve your next marketing campaign.

  1. Design for your audience.
    Over the past several months, I have paid special attention to the landing page differences between b2b and b2c companies.   Flash and oversized images are just a few items typical of b2c pages.   While this may entice some consumer categories to act on a promotion, the often times overwhelming design would not have the same impact on a business prospect.   In fact, I’m sure you can agree that when it comes to b2b marketing, it’s always best to keep it simple.   Business people want to know the value added [and they want to know and see it quickly]!
  2. Offer multiple call-to-actions.
    It is important to offer multiple call-to-actions to provide viewers the opportunity to “act” from different areas of a promotion.   Certain audiences will click on the link that appears first (even before reading the content entirely).   Others will read through the entire offer and then click on the call-to-action.   Having a link at the top, bottom, and even possibly in the middle of the promotion generates multiple chances to convert a lead. For b2b landing pages, most businesses will outline the promotion and place a form alongside the offer.   This method can be successful as well.   Please note, however, the strategy behind form formulation (as illustrated in the fourth optimizing tip).
  3. Experiment with registration forms.
    When creating landing pages, you must be cognizant of what you are asking of your audience.   If you are just trying to get someone to sign up for a newsletter, a contact name, company name, and email address is sufficient.   If your promotion is more granular and specific to a service provided by your company, ask a question (or two, tops) that is relevant to the offer to help qualify your lead.   DO NOT ask anything more than what is absolutely needed.   Lengthy forms become cumbersome and may discourage the viewer from completing the form.
  4. Create and test several landing pages.
    Marketers test everything, right?   Why not run a test using two different landing pages for your next campaign? Experiment with different subject headers, form fields, and the length of your content.   Although I suggest you keep copy short, you may find that some viewers will not commit to filling out a form without additional information.   Running this test will shed some light on your target audiences’ behavior.
  5. Don’t forget to say “Thank You”…and more!
    What happens after your audience fills out a form on your landing page?   Creating a “Thank You” page to appear should be step one.   Keep in mind that this is a great opportunity to up-sell or direct the viewer to another page of your website.   You have their attention and interest.   Make an effort to further their engagement.
December 2 2010

The Importance of Data Collection and Monitoring

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Who said data kills?   This is the question I repeatedly ask after discovering the vast number of businesses that fail to drive decisions based on data.   In the online marketing world, data is arguably the most important resource for marketers.   Data not only helps formulate marketing strategies, but it also becomes a guide to determine how businesses should best utilize their resources.  

At MoreVisibility, Google Analytics is used to track client’s traffic, formulate marketing strategies, drive business decisions, and ultimately increase the bottom line.   Simple, right? No, merely using data to guide best practices is only half of the struggle.   Businesses must not only collect data, but monitor analytics consistently to gain a macroscopic understanding of what is truly happening on a day to day basis.  

In essence, data can and should be used to determine any anomalies occurring on your website.   Constantly examining analytics in this way allows you to dive into mishaps in real time, in the event that a link has been broken or is not tracking correctly through Google Analytics.   Often, businesses won’t realize until months later that data is not being tracked when the anomaly is identified.   The unfortunate part is that crucial information is being lost each time businesses fail to use preventative check and balance tools to minimize human error.

  • Here are some simple ways to help you better utilize analytics data:
  • Set weekly alerts on Google Analytics to monitor all campaigns and links
  • Enter annotations when there are reasons for traffic spikes and/or dips
  • Conduct frequent website audits to validate coding
  • Use “include files” as part of a template whenever adding pages to a site
     

With the exponential growth of internet users, data collection and monitoring is paramount for business growth and development.   Be sure to use some of these helpful tips to maximize the benefits of data collection and analysis for your business.  

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