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Tag: Ways

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5 Ways to Localize Social to Boost Relevance and Exposure

August 25, 2016 No Comments

By now, large multi-location brands hopefully understand the importance of a local digital marketing strategy to ensure their many locations can easily be found online and help generate local leads.

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Think Bigger: 28 Ways to Be a Better SEO

February 5, 2014 No Comments

Are your deliverables

  1. A huge list of problems, or
  2. A pathway to insightful solutions?

Are you calling your clients out on what they’re doing wrong in your deliverables or are you supporting their intents to reach their business goals through your very specific expertise? The differences can be so slight but so powerful.

At SEOgadget we have a sort of unspoken Think Bigger mantra. We start every project with an understanding of the business model, the competitive landscape they’re in, and the goals that the business is trying to reach. We structure everything we do with that client, from consulting conversations to research-based deliverables to audits and marketing strategies, around helping the clients meet and exceed those business goals. With every deliverable we ask ourselves if and how this is empowering them to be better, stronger, more informed, and ultimately lend towards their goals. If it’s not quite there yet, we keep working on it until it is. Sometimes that’s expensive for us, but it’s our duty.

We (and personally I) really want to see our industry thought of more as valuable and helpful more than distrustful and self-serving.  #SadFace.

So to help, here’s a list of ways you can #ThinkBigger on various types of projects. Before you send deliverables off to your clients ask yourself these questions about the deliverable, and most importantly – is what you’re sending them empowering them?

Keyword Research

Not Thinking (dim bulb)Not Really Thinking:

  • Spitting out lists of keywords with the search volumes.

Thinking Bigger (bright bulb)Thinking Bigger:

  • Intent: Does the keyword research consider the various types of intent that their target audiences have for any query category? For example, the intent around “laptop security” can be locks for an individual’s laptop or securing network data on employee laptops. Look at what appears in SERPS (indicating what type of intent most searchers have by the types of results) and be realistic about expectations for the term.
  • Insights: Can you “read” through the keyword research, treating it more like market research than search volumes, to see what deeper stories these queries say about their needs? What can you learn about people’s needs by the overall types of queries you see?
  • High vs Low-Converting Queries: Are there types of queries that are more likely to convert and queries that are relevant, but less likely? Let them know.
  • New Opportunities: Are there related themes that may not be directly relevant but might lead to opportunities for the client that they hadn’t thought of? Let them know.
  • Location: How do people search differently by location? For example, other than California, where else are people searching most for the San Francisco Airport (SFO)? Or what are the most popular categories of searches in New York vs. Los Angeles?
Google Trends

Use Google Trends to Determine where people are searching from

popular local searches are different for difference cities

What kinds of local searches are popular for NY vs LA (and other cities)?

Site Audits

Not Thinking (dim bulb)Not Really Thinking:

  • Spitting out lists of site issues.

Thinking Bigger (bright bulb)Thinking Bigger:

  • Root cause: What’s causing site errors or duplication? Is there a bigger story? This is almost always the most important question to ask yourself – what’s behind this problem and how can you help the client fix the problem at the source? For example, low sitemap indexation is not the main problem. There is a reason behind that. Find it. Or UGC content being spammed with Viagra content and links – that’s not the main problem. The main problem is that the content is allowed, either through the CMS or the lack of moderation.
  • CMS vs human error: Is there an issue with the content or code or a lack of flexibility with the current CMS? Can they get around it?
  • Simplify: For WordPress sites, can a few tweaks of the Yoast plugin fix a whole bunch of issues? (Let them know!)
  • The production team: Do the engineering and/or editorial teams need a little empowerment themselves (provide resources, training, tools, etc)?

Low site indexation is only the clue to the problem in the image below.

low site indexation

For this particular site these were the problems that caused Google to ignore a lot of the pages in the XML sitemap:

  1. Some areas are individually blocked via robots.txt
  2. Duplicates are included.
  3. Some canonicals point to the wrong destination.
  4. Some pages return a server response of 404 Not Found.

Information Architecture

Not Thinking (dim bulb)Not Really Thinking:

  • An architecture that suggests build these pages and they will come. (Will we ever forget Panda?)

Thinking Bigger (bright bulb)Thinking Bigger:

  • Parts of a site: What are the core site pages, the media assets, and the informational pages?
  • Expectations: What impact will building each these pages have?
  • Realistic with resources: What resource do they have to create them?
  • Prioritization: Knowing those things, what priorities should each page take?
  • On-page content: What kind of content should be on the pages?
  • Content source: Where will the content come from?
  • Related content: How should they cross-link?
  • Architecture vs. navigation: How should the navigation change based on any new pages?
  • Sitemaps: How should they handle sitemaps?
  • URL structure: What should the URL format be (now and in the future)?
site navigation

Suggested navigation for this women’s lifestyle site includes high-level commentary.

site architecture

This suggested architecture shows which pages exist vs don’t, a sense of which ones are more likely to drive search traffic, and references notes where they’re needed.

Content Strategy

Not Thinking (dim bulb)Not Really Thinking:

  • Create content because people are searching for it.
  • Write blog posts because they’re good for SEO.

Thinking Bigger (bright bulb)Thinking Bigger:

  • Why you: What is the core value proposition of this brand and how will that come through immediately on the page or in the asset you’re building?
  • Targeted content: What are the various types of intent that someone landing on any page might have?
  • Targeted conversion: What are the primary business goals related to this page type and how do we make sure there is a clear call to action on the page?
  • Related on-page content: How can the page route people to the right path regardless of intent?
  • Related content paths: What type of related content is most relevant if the visitor is either done with this page or interested in something like this, but just not exactly this?
  • Funnel CTAs: What calls-to-action can take the visitor down the next path in the research or purchase process?
  • Trust: Are trust factors important, and if so, how will they be portrayed?
  • Being the best: How can we do something more valuable than what’s already out there?
  • Linkability/shareability: What would make this page absolutely awesome to the visitor? Tools? An explainer video? Diagrams? 3D product visuals? Social proof?
content strategy

Recommendations for a client product in this example are based on competitive research, industry research papers, what’s hot in the industry now, and what people are searching for.

Don’t Bring Problems, Bring Solutions

Nobody likes a complainer. Everybody likes a problem-solver.

So, think about it: Are your deliverables just dumping problems into your clients’ laps or are you approaching what you do from a product-enhancing, business goal-driving solution? That’s what we do here at SEOgadget. It feels good to help our clients’ businesses grow, it keeps our employees feeling accomplished and rewarded and it’s what makes the difference between a regular SEO consultancy and a progressive one.

Get yourself into this mode of thinking for everything that you deliver.  Solve problems. Empower others. Think bigger.

Think Bigger: 28 Ways to Be a Better SEO, 4.5 out of 5 based on 15 ratings


SEOgadget


seo_2014

6 Ways to Accelerate Your Local SEO Success in 2014

January 5, 2014 No Comments

Forecasting SEO trends for local is quite difficult – primarily because I know in my heart of hearts that local SEO isn’t a trend, phenomenon or fad. Local – along with personalized search – is a necessary evolution to truly optimize the search experience for users across the globe. It is a mindset that SEO professionals can’t “arrive to” late.

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Mobile SEO

Mobile SEO: 5 Ways to Ensure Your Brand’s Content is Optimized

December 8, 2013 No Comments

Google’s recent Hummingbird algorithm and the arrival of KitKat are forcing agencies and brands to stretch their search marketing minds and strategies even further – for the better.

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Cookie Tracking

9 Ways to Prepare for a Future Without Cookie Tracking

October 30, 2013 No Comments

It was over a year ago that I first wrote about do not track legislation, and luckily for most organizations the browser-provided imperative is loosely supported or regulated today, with very few sites adhering to interpretation and compliance of the preference.

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Facebook’s New Promotion Policy: 6 Ways Brands Can Take Advantage

September 20, 2013 No Comments

Facebook recently announced that it’s now allowing brands to hold contests and sweepstakes within Timeline instead of requiring brands to host all promotions through apps.

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11 Unique Ways to Boost Your Social Sharing with Buffer

June 13, 2013 No Comments

When it comes to sharing on social media sites, you can be free from the real-time grind of sending as you type. There’s no need to do all your social media posting while sitting at a screen, thanks to a number of apps that do the job for you.

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link-prospects

3 Ways to Identify Link Prospects

March 3, 2013 No Comments

It’s been years since the digital marketing industry started touting “outreach” as the future of link building. The concept of actually communicating with a human being to build links has historically been overlooked.

Over the last year or two that viewpoint has slowly changed as Google’s algorithm has caught up and eliminated the easy-to-execute tactics that put outreach on the back burner.

Today the concept of outreach seems like a broken record. Every industry expert now touts outreach as the preferred form of link building.

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