ALT tags are HTML elements used to specify alternative text to display when the element they are applied to (such as images) can’t be rendered. ALT tags can have a strong correlation with Google SEO rankings, so when you have images and other elements on your web pages, be sure to always use a descriptive ALT tag with targeted keywords for that page.
Look at the different search engines (sources) that drive traffic to your site to determine where you want to invest your resources. For example, if you're getting an overwhelming amount of visitors and revenue from a particular search engine, that's an obvious source of profitable traffic and an area in which you might want to make further investment; but you might also find another search engine that delivers only a few visitors, but ones who represent a very high Per Visit Value. In this latter case, you might want to increase your spend in that area to drive more of those high-value visitors to your site.
Organic search engine optimization (organic SEO) refers to the methods used to obtain a high placement (or ranking) on a search engine results page in unpaid, algorithm-driven results on a given search engine. Methods such as boosting keywords, backlinking and writing high-quality content can all improve a site’s page rank. Black hat SEO methods, such as the use of keyword stuffing and link farming, can also boost organic SEO.
The piece on generating demand for branded queries rather than just product-based ones is particularly interesting here. It sounds as though it'll be more important than ever to have a strong brand in order to succeed (rather than just having a well-optimized site -- and ideally, having the strategic, technical, and creative sides all working together cohesively). Perhaps it's possible that brand exposure through things like answer boxes can still deliver some value too, even if it's difficult to measure, and CTRs are diminished?
However, you can use paid campaigns to reinforce core messages that you’ve shared via organic posts. For example, if the company has been involved in a public crisis (think Volkswagen and the emissions crisis), then information you’ve provided to people who have contacted you can be used as part of a wider educational marketing program with paid ads to extend the message reach.
For our client: We rolled out a successful implementation of rel="author" for the three in-house content writers the company had. The client had over 300+ articles made by these content writers over the years and it was possible to implement rel="author" for all the aged articles. I advise anyone who has a large section of content to do so as it will only benefit the website. We were also in the process of rolling out further schema markup to the site's course content as it only has a benefit for CTR.
If you want to be even remotely competitive in your space, SEO is non-negotiable. Chances are, your competitors are pouring time and money into their organic traffic. They’re targeting high-value keywords. And they’re doing everything they can to dominate the search engine results. On a fundamental level, it means you can’t ignore SEO. But the competitive advantage of organic traffic is not just about playing catch up with your competitors.You can one-up them and secure your spot as the preeminent brand in your space. Here’s why.
For example, we have seen retailers who produce seasonal items, such as ornaments, based upon data that they are able to find through the Data Cube. This information tells them about the themes and ideas that are popular throughout the year and during their peak selling seasons, helping them to know which items will be the most successful and the optimal names to select.
There is limited real estate for the top positions in organic search results. With the amount of content on the web today and the number of competitors you have, it can be hard to get in a top position, even despite your best efforts. If you’re a new business or an existing one trying to build your online presence, SEM/PPC advertising can get you in front of highly targeted customers.
Search engine advertising (SEA) is an efficient and affordable online marketing strategy that helps your company website enjoy greater visibility by advertising on Google using varying methods. We differentiate between Google Ads, which are paid advertising, and the organic search results, whose ranking is determined only by the search algorithm. When you advertise on Google, text is displayed above, next to, or under the search results if it suits the search query, and is identified through the "ad" label. Aside from this, there is little difference between them and the snippets (text extracts from websites) in the middle. Ads on google are free initially; the clicks that the advert generates are billed. The price per click depends on your budget and how accurately your website is suited to the search query. As Google is by far the most used search engine in the US, search engine advertisement here is among the most profitable. AdWords is a program that Google uses to sell its adverts worldwide. With our tool you can invest in Google-AdWords campaigns in just a few clicks. The 1&1 experts can give you advice on finding the Google advertising plan that's right for your budget and takes into account the right keywords. With the right strategy for search engine adverts, you can then directly and efficiently target potential clients.
While inbound links are important, backlinks are just as important, but a little more difficult to acquire. We already went over how backlinks are important for building your domain authority, but the process to acquiring them can cost you hundreds. If you don’t have a budget for backlinks, try building relationships with other relevant quality websites that will link to your webpage.
This is both a challenge and a great opportunity. The challenge is because the organic spots aren’t what they used to be – there used to be ten organic spots on the first page to compete for – and only five above the fold, (which refers to the vertical limitations of a user’s screen and the amount of content one can view without scrolling). Now there might be local search results, news releases, images and video included in the results – many of those above the fold. What’s the new number one spot? Is it the first local result, news release, or organic listing?
Search engine optimization (SEO) campaigns generate organic traffic. The goal of SEO is to improve website ranking for relevant keywords. You want your website to show up on the first page of organic search results – ‘organic’ refers to the middle section of results you see in search engines – for what you’re selling, and you’d probably be considered super human if you did that without organic SEO.
If the first era of social was engagement, the new era is acquisition and conversion. Social commerce is growing much faster than retail ecommerce, although it’s early days. The top 500 retailers earned $3.3bn from social commerce in 2014, up 26%. Many retailers I work with are seeing social driving bigger % increases in retail traffic than any other channel.
Organic search is extremely important for online retailers, as many studies suggest it drives around 50% of website traffic. When it comes to search engine optimization for eCommerce, marketers get obsessive about testing all methods available to them to try and achieve higher rankings. The logic is very simple: higher positions on SERPs automatically result in higher impressions and a significantly better click-through rate. More people visiting your store should ultimately translate into better conversions and higher revenues.
Website owners recognized the value of a high ranking and visibility in search engine results, creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term. On May 2, 2007, Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona that SEO is a "process" involving manipulation of keywords and not a "marketing service."
On the other hand, structured data are also a real asset to increase your organic traffic and improve your CTR. They refers to values that help search engines categorize and index your content in a creative ways for the user. While there is no direct correlation between those data and a SEO improvement, structured data can really help you boost your visibility in SERPs.
Lynn, you have one of the best sites for affiliate marketing that I've ever seen. Just read your interview with Rosalind Gardner and found some interesting nuggets. Marketers should note the intuitive and spontaneous way you approached a niche and keywords. This is usually where "paralysis analysis" begins … some spend weeks with keyword and research tools until there is no "creative energy" left to build the site.
The first way that social media can (indirectly) help your search engine ranking is through content promotion. We might write, film, or record tons of great quality, keyword-optimized content but still not get many eyes and ears consuming it. Social media allows you to take the quality content you have worked hard to produce and promote it on several channels.
The fee structure is both a filter against superfluous submissions and a revenue generator. Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis. However, some companies are experimenting with non-subscription based fee structures where purchased listings are displayed permanently. A per-click fee may also apply. Each search engine is different. Some sites allow only paid inclusion, although these have had little success. More frequently, many search engines, like Yahoo!, mix paid inclusion (per-page and per-click fee) with results from web crawling. Others, like Google (and as of 2006, Ask.com), do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as such).
Another one of the benefits of SEM is that people who see your PPC ads are those most likely to want to buy your product or service. PPC ads require you to choose a geographic location and specific search queries to target. As a result, you can be sure that anyone who clicks on your ad is not arbitrarily surfing the web, but rather, is looking for your product or service and in a position to do so.
There is no one size fits all formula when it comes to social media marketing. For instance, a fast food chain restaurant could find a large number of people ordering food on their website with a single organic Facebook post, and on the other hand a medium-sized mobile app development company may see dramatic results with a promoted post on LinkedIn.
A good example is Facebook Custom Audiences. Within this Facebook supports email targeting, the ability to upload customer email addresses and then target those users on Facebook with tailored ads. This lets you micro-segment based on your existing customer database. One application is customer loyalty marketing, promoting offers to existing high value users via Facebook ads.
Every online marketer swears by search engine optimization and its effectiveness. Prior to the infamous Google Panda, Penguin and Hummingbird updates, SEO made a lot of black hat or unethical marketers rich. But things are no longer that easy. Google has upped the game, and now, it’s all about the kind of quality and the amount of value you’re able to deliver.
Cost and Sustainability. While it’s not totally free and easy, SEO can be more cost-effective in the long run as it will give you a targeted and relevant results that you are aiming for your business. With regards to sustainability, even with the smallest of a budget, you can still develop a plan that will still give you the quality of results and still keep the traffic that your business is getting.
While you are updating your website’s copy, you’ll also want to implement changes in your HTML – specifically, in your H1 and H2 title tags, as well as your meta descriptions and URLs. You’ll want to put your most relevant keywords in these sections of your website HTML. Search engines take into account the words in these sections of your website’s HTML when listing out relevant webpages in a search result.
Those who communicate value, attract others who seek that value in that topic. Those who are in the know, have an edge over those who don’t know, and that’s valuable. It helps people get more of what they want and like, and reduce their risk and negative experiences. In business, it’s profitable to have more of the right information than your competitors ahead of time (as long as it’s done and used legally to avoid fines and reprimands like with insider trading). Having valuable information first means you can make moves and investments before competitors, to buy cheaper and/or sell higher.
Essentially, what distinguishes direct from organic traffic today is tracking. According to Business2Community, direct traffic is composed of website visits which have “no referring source or tracking information.” A referring source can be a search engine, or it can be a link from another website. Direct traffic can include visits that result from typing the URL directly into a browser, as the simple definition suggests.
Keyword research is one of the most important thing you need to do before producing any content. Understanding what your target audience is searching for and what content to produce for them is vital in getting your content found, read and shared. In this session, Sameen shares how to do a keyword research and her strategies for finding the best keywords for your brand.
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
I think for agencies as far as how we appear in organic search ourselves, we are definitely going to need to leverage all 3 of the solutions you talk about and agencies who haven't branded their products/services are going to have to do that and are going to have to also employ branding strategies. In addition, we have to optimize for other search ares like you say in your point #2 and we must look at optimizing existing content for voice search and answers/featured snippets like you say in point #3.
Videos, in general, generate tons of traffic, views, and engagement. Live video is becoming the future of online video marketing, and in this session Alessandra will be sharing her years of experience doing live streaming videos. You will learn how to get started with live videos, how to increase your live video reach, how to get those views to click to your website, and more.