When you create a website, the goal is to share your products, services, or information with as many people as possible. And to do that, you need people to visit your website and see what it has to offer. However, when you make a new website, it won’t automatically show up on the first page of Google results. You have to use SEO to get there, and we’re going to show you how to do that with WordPress.
Watch the 15-minute video here, or read the text below. In this video, you will learn how to setup WordPress SEO in 2020.
Why is SEO important?
SEO strategies take search engine algorithms into account, helping you build your website’s authority and visibility. SEO is a must-have for any successful digital marketing strategy, whether you are using WordPress or any other platform.
Is WordPress good for SEO?
WordPress has been one of the most popular website builders for many years. It started as a blogging platform, but in the last few years, it has become more and more popular as a website platform.
- It offers customizable themes and a wide variety of tools, extensions, and widgets.
- It has some great website building tools that make it very SEO-friendly.
- It is also an affordable platform with excellent technical support and lots of resources available.
WordPress suffers in some aspects when it comes to SEO, though. It is very complicated on the back end. You might need an SEO expert and a pro web developer, and research to implement more advanced SEO.
However, most cases will not require an expert as SEO can be set up on the platform. You will only have to choose a plugin and learn how to use it.
WordPress websites can also be negatively affected by Google’s mobile-first indexing. If you’re trying to decide what platform to use for your new website, you can learn more about WordPress and many others right here.
Step-by-step WordPress SEO setup: How to do SEO yourself on WordPress
We created a free video course that explains everything, step-by-step:
WordPress can provide a strong foundation for good SEO, but there are many things you can do to make your website more visible to search engines. Here’s a step-by-step list of how we handle SEO on WordPress.
1. Optimize URL structure
You will need to choose the correct permalink structure from the start, or you may have SEO problems later on. A simple way to structure your URLs is like this: yourwebsite.com/category/sub-category/product-page.
This URL structure is called “pretty URL”, and you can enable it from – Settings > Permalink menu inside of WordPress
2. Choose between www or non-www
Do you want a website that appears as “www.xyz.com” or just “xyz.com”? This doesn’t usually affect SEO, but if both versions exist, it will get you in trouble with Google. It’s mainly a matter of personal preference, but it’s something you may want to give some thought to.
3. Set up your site’s SSL Certificate (HTTPS)
The next step is to set up an SSL certificate, which is now required if you want to show up in search engines. As much as 90% of page #1 search results on Google will be HTTPS secure. You can do this with a free Cloudflare account. If you have questions about this, check out this step-by-step tutorial video to learn everything you need to know.
4. Install the Yoast plugin
Earlier, we mentioned that WordPress comes with many useful plugins that can make your life a whole lot easier. Yoast is one of the best plugins that do a great job. Thanks to its easy-to-use tools, Yoast can help you a lot with SEO and content optimization on webpages and blogs.
5. Verify Google, Bing, and Yahoo
Next, you should submit your website to search engines (such as Google, Bing, and Yahoo) and verify your website ownership to them. This way, you can track your website performance, view keywords, get alerted to broken links and linkbacks, and get a whole lot of valuable data regarding these search engines.
6. Optimize your XML sitemap (exclude thin content pages)
This lets search engines know when your site has been updated. Yoast automatically configures *XML sitemaps, making things easy for you.
Optimize your Robots.txt file—This is a file placed on your site’s server to instruct the search engine robots on how to crawl and index files on your domain. There are two ways you can edit robots.txt on WordPress:
- Use Yoast > Tools > Editor to fix it.
- If not available, install the ‘Virtual Robots.txt’ plugin
Note: Make sure to add your XML sitemap in the robots file.
Create HTML sitemap
Many websites can benefit from an HTML sitemap in addition to an XML sitemap. The ‘Simple Sitemap’ plugin makes this easy.
7. Optimize your site for speed
A good website is a speedy website. These days, websites need to have high-quality images and design, but they still need to load almost instantly, or you’ll lose visitors. Loading speed affects your SEO both directly and indirectly. We recommend an image optimization plugin like Imagify and a cache plugin like WP Rocket or Autoptimize. Also, it is a good idea to change the settings for minification, lazy loading, and CDN delivery.
8. Install schema markup
If you operate a local business, online store, or you are an influencer, this is very important. It helps search engines deliver valuable results to visitors searching for you on Google. Here are some of the plugins we regularly use and suggest for basic schema markup: All In One Schema Rich Snippets, WP Review, snip – The Rich Snippets & Structured Data Plugin, and Schema.
There are many ways to set up SEO on WordPress and optimize it to your needs. As professionals in the field, these are our suggestions. However, SEO is ever-changing. If you want to stay in that coveted top slot of the Google search, you need to keep up with the changes and continually optimize. Check out our SEO Management service to get affordable, all-in-one SEO assistance for your business.
Mike is the co-founder of Zima Media, a digital marketing agency specializing in SEO and paid advertising.
Facebook is a great platform for promoting business. Having many benefits, Facebook Video Advertising needs to be an inseparable part of your digital marketing.
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In this video, Hanapin’s Mary Hartman and Dan Rocklin discuss what they’re excited for in 2020, their resolutions, and their hot takes on overrated strategies.
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Canva, the design company with nearly $ 250 million in funding, has today announced a variety of new features, including a video editing tool.
The company has also announced Canva Apps, which allows developers and customers alike to build on top of Canva. Thus far, Dropbox, Google Drive, PhotoMosh and Instagram are already in the Canva Apps suite, with a total of 30 apps available at launch.
The video editing tool allows for easy editing with no previous experience required, and also offers video templates, access to a stock content library with videos, music, etc. and easy-to-use animation tools.
Meanwhile, Canva is taking the approach of winning customers when they’re young, with the launch of Canva for Education. It’s a totally free product that has launched in beta with Australian schools, integrating with GSuite and Google Classroom to allow students to build out projects, and teachers to mark them up and review them.
Canva has also announced the launch of Canva for Desktop.
As design becomes more important to the way every organization functions and operates, one of the only barriers to the growth of the category is the pace at which new designers can emerge and enter the workforce.
Canva has positioned itself as the non-designer’s design tool, making it easy to create something beautiful with little to no design experience. The launch of the video editing tool and Canva for Education strengthen that stance, not only creating more users for the platform itself but fostering an environment for the maturation of new designers to join the ecosystem as a whole.
Alongside the announcement, Canva CEO Melanie Perkins has announced that Canva will join the 1% pledge, dedicating 1% of equity, profit, time and resources to making the world a better place.
Here’s what she had to say about it, in a prepared statement:
Companies have a huge role to play in helping to shape the world we live in and we feel like the 1% Pledge is an incredible program which will help us to use our company’s time, resources, product and equity to do just that. We believe the old adage ‘do no evil’ is no longer enough today and hope to live up to our value to ‘Be a Force for Good’.
Interestingly, Canva’s position at the top of the design funnel hasn’t slowed growth. Indeed, Canva recently launched Canva for Enterprise to let all the folks in the organization outside of the design department step up to bat and create their own decks, presentations, materials, etc., all within the parameter’s of the design system and brand aesthetic.
A billion designs have been created on Canva in 2019, with 2 billion designs created since the launch of the platform.
Video Ad Sequencing (VAS) is a recent addition to the Google Ads video campaign types that allows advertisers to, “…tell your product or brand story by showing people a series of videos in the order that you define.” But it is really a lot more.
Video Ad Sequencing can be used to take your target audience on a video journey based upon, to a limited extent, their behavior. By telling a story VAS lets you drive deeper awareness, engagement, and consideration.
Examples of Video Sequencing usage
Let’s say you want to let people know about “Five key elements of your product” and why it makes you better than the competition. With VAS, you can effectively ensure that potential customers see each video, in a set sequence.
We used VAS with one of our clients which had one long-form video that was just too long to capture the short attention span of users on YouTube. So, instead, we split the ad into five short vignettes, each with a quick intro and value-prop within the first five seconds (which is the non-skippable length of a video ad) to ensure our message got out before a user could skip the full 30-second video. We then set up a VAS campaign that would show these ads, in sequence, so that users would see the full story and all of the value that the product could offer.
What’s great about VAS is that you can go beyond a flat sequence and actually vary the content a user sees, depending on how they interact with each video in the sequence. For example, let’s say a user skips your first ad, rather than having them continue through your sequence, you can say, show them an alternate video outside of your sequence. If they skip that too, then you drop them entirely out of the sequence.
Another potential usage of Video Ad Sequencing
Another potential usage of Video Ad Sequencing is rewarding users for watching your content or calling out when they skip your videos. You can show videos to users that skipped your prior videos in sequence, meaning you can show them alternate content such as alternate value propositions, drop them out of the sequence, or even directly address with the audience that they skipped your prior video but you still really think your product is right for them. Alternatively, if a user views your first video, you can put them into a sequence with longer-form content for the second video, effectively creating exclusive content that only those viewers get to see.
Things you must know
The settings allow for you to dictate what content a user sees after they see an ad (impression) without watching, viewed an ad (watch the full video if shorter than 30-seconds or at least 30-seconds if the video is longer), or skipped an ad.
What you end up with is a flow like this
If you are looking to try out video ad sequencing keep this in mind – you are limited to target CPM or Maximum CPV bidding and you cannot target by content.
This means no specific placements, topics, or keywords (you can exclude them though). You can really only target them by demographics and target audiences. YouTube does not currently allow custom affinity or custom intent audiences so you are stuck with life events or In-Market Audiences. Google recommends testing sequencing alongside brand lift studies, which basically means: “This campaign can spend a lot if you let it.”
Available bid strategies
- Target CPM (Recommended by Google)
- With Target CPM, we optimize bids to show your entire sequence campaign to your audience, which can help you get a higher sequence completion rate.
- Maximum CPV
Ad formats include the following
- Skippable in-stream ads
- Non-skippable in-stream ads
- Bumper ads
- A combination of the above
The bid strategy you select also dictates the ad formats you can use
Bidding type Available formats
Target CPM (tCPM) Skippable in-stream ads
Non-skippable in-stream ads
A combination of the above
Maximum CPV (CPV) Skippable in-stream ads
I would also strongly recommend mapping out your sequence before-hand. Every step of a sequence is set as a new ad group in the campaign, so it can get big and messy quite quickly.
It’s also good to know how you want to deal with the different interactions at different steps in the sequence. Just because a user skips one video, doesn’t mean they won’t watch another and get back into sequence. But similarly, if a user skips your video(s), do you really want to keep showing them ads in the sequence they care nothing about? Maybe at that point, you show them a totally unrelated tried-and-true video and then drop them out of the sequence.
My testing with Video Ad Sequencing so far has been limited, but I am very excited about the opportunity to keep working with several of our larger clients on sequencing. It is a really powerful tool that Google has shown can grow brand awareness and consideration.
Next, I’ll have a guide for setting up your first video ad sequence should you still need help.
The post An introduction to Google Ads Video Ad Sequencing (VAS) appeared first on Search Engine Watch.
Why are we all trapped in enterprise chat apps if we talk 6X faster than we type, and our brain processes visual info 60,000X faster than text? Thanks to Instagram, we’re not as camera-shy anymore. And everyone’s trying to remain in flow instead of being distracted by multi-tasking.
That’s why now is the time for Loom. It’s an enterprise collaboration video messaging service that lets you send quick clips of yourself so you can get your point across and get back to work. Talk through a problem, explain your solution, or narrate a screenshare. Some engineering hocus pocus sees videos start uploading before you finish recording so you can share instantly viewable links as soon as you’re done.
“What we felt was that more visual communication could be translated into the workplace and deliver disproportionate value” co-founder and CEO Joe Thomas tells me. He actually conducted our whole interview over Loom, responding to emailed questions with video clips.
Launched in 2016, Loom is finally hitting its growth spurt. It’s up from 1.1 million users and 18,000 companies in February to 1.8 million people at 50,000 businesses sharing 15 million minutes of Loom videos per month. Remote workers are especially keen on Loom since it gives them face-to-face time with colleagues without the annoyance of scheduling synchronous video calls. “80% of our professional power users had primarily said that they were communicating with people that they didn’t share office space with” Thomas notes.
A smart product, swift traction, and a shot at riding the consumerization of enterprise trend has secured Loom a $ 30 million Series B. The round that’s being announced later today was led by prestigious SAAS investor Sequoia and joined by Kleiner Perkins, Figma CEO Dylan Field, Front CEO Mathilde Collin, and Instagram co-founders Kevin Systrom and Mike Krieger.
“At Instagram, one of the biggest things we did was focus on extreme performance and extreme ease of use and that meant optimizing every screen, doing really creative things about when we started uploading, optimizing everything from video codec to networking” Krieger says. “Since then I feel like some products have managed to try to capture some of that but few as much as Loom did. When I first used Loom I turned to Kevin who was my Instagram co-founder and said, ‘oh my god, how did they do that? This feels impossibly fast.’”
Systrom concurs about the similarities, saying “I’m most excited because I see how they’re tackling the problem of visual communication in the same way that we tried to tackle that at Instagram.” Loom is looking to double-down there, potentially adding the ability to Like and follow videos from your favorite productivity gurus or sharpest co-workers.
Loom is also prepping some of its most requested features. The startup is launching an iOS app next month with Android coming the first half of 2020, improving its video editor with blurring for hiding your bad hair day and stitching to connect multiple takes. New branding options will help external sales pitches and presentations look right. What I’m most excited for is transcription, which is also slated for the first half of next year through a partnership with another provider, so you can skim or search a Loom. Sometimes even watching at 2X speed is too slow.
But the point of raising a massive $ 30 million Series B just a year after Loom’s $ 11 million Kleiner-led Series A is to nail the enterprise product and sales process. To date, Loom has focused on a bottom-up distribution strategy similar to Dropbox. It tries to get so many individual employees to use Loom that it becomes a team’s default collaboration software. Now it needs to grow up so it can offer the security and permissions features IT managers demand. Loom for teams is rolling out in beta access this year before officially launching in early 2020.
Loom’s bid to become essential to the enterprise, though, is its team video library. This will let employees organize their Looms into folders of a knowledge base so they can explain something once on camera, and everyone else can watch whenever they need to learn that skill. No more redundant one-off messages begging for a team’s best employees to stop and re-teach something. The Loom dashboard offers analytics on who’s actually watching your videos. And integration directly into popular enterprise software suites will let recipients watch without stopping what they’re doing.
To build out these features Loom has already grown to a headcount of 45. It’s also hired away former head of growth at Dropbox Nicole Obst, head of design for Slack Joshua Goldenberg, and VP of commercial product strategy for Intercom Matt Hodges.
Still, the elephants in the room remain Slack and Microsoft Teams. Right now, they’re mainly focused on text messaging with some additional screensharing and video chat integrations. They’re not building Loom-style asynchronous video messaging…yet. “We want to be clear about the fact that we don’t think we’re in competition with Slack or Microsoft Teams at all. We are a complementary tool to chat” Thomas insists. But given the similar productivity and communication ethos, those incumbents could certainly opt to compete. Slack already has 12 million daily users it could provide with video tools.
Hodges, Loom’s head of marketing, tells me “I agree Slack and Microsoft could choose to get into this territory, but what’s the opportunity cost for them in doing so? It’s the classic build vs. buy vs. integrate argument.” Slack bought screensharing tool Screenhero, but partners with Zoom and Google for video chat. Loom will focus on being easily integratable so it can plug into would-be competitors. And Hodges notes that “Delivering asynchronous video recording and sharing at scale is non-trivial. Loom holds a patent on its streaming, transcoding, and storage technology, which has proven to provide a competitive advantage to this day.”
The tea leaves point to video invading more and more of our communication, so I expect rival startups and features to Loom will crop up. Vidyard and Wistia’s Soapbox are already pushing into the space. As long as it has the head start, Loom needs to move as fast as it can. “It’s really hard to maintain focus to deliver on the core product experience that we set out to deliver versus spreading ourselves too thin. And this is absolutely critical” Thomas tells me.
One thing that could set Loom apart? A commitment to financial fundamentals. “When you grow really fast, you can sometimes lose sight of what is the core reason for a business entity to exist, which is to become profitable. . . Even in a really bold market where cash can be cheap, we’re trying to keep profitability at the top of our minds.”
In this new, short video on Hero Academy Hanapin’s Senior Project Manager, Lauren Rosner, will further explain why naming conventions matter and break down some of the best ways to set it up.
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