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sequoia showing his mom and brother how to dance to the chemical brothers' Block Rockin' Beats

 

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view sequoia dancing to chemical brothers - _MG_4110 on a black background.

 

Why does choosing the image file format matter for your site? Images beautify your website and convey a stronger message about your brand. Ultimately, it triggers emotions and improves your site’s traffic. When you choose images with larger file formats, it reduces the speed of your website. A slower website means higher bounce rates and low conversion rates. Obviously, no one loves to lose potential buyers from the website. You will definitely choose the right image file format that not only makes your site better but also increases its page loading speed.

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Marketing your business in Vancouver? You need SEO. So many businesses have transitioned to offering product delivery through web portals, and most people use Google as their primary vehicle for finding the products and services they need.

   

What’s more, Vancouver is a big place. Using SEO allows you to target audiences who are actively looking for your products and services, as well as the people who are near your business. This targeted approach can allow you to cut through the noise most Vancouverites are exposed to every day.

   

So what is SEO? It’s search engine optimization, a set of tactics forming a holistic strategy that will boost your presence on Google and other search engines, all while improving your online presence in general.

   

We’re going to look at 50 ways to boost your rank. Every action you take online can affect your SEO, so these tips will range from must-dos for great SEO, to ways you can improve your social media presence. It all comes back to one thing – getting you highly-qualified leads.

   

For ease of use, we’ve grouped these tips into nine categories. Each category will begin with a brief description of why that category is important to SEO:

   

The Basics

   

The basics are the fundamental activities you must take to ensure you’ve maximized your ability to rank well. Some take time, others take money, and while the first tip is absolutely free, taking all of these steps will vastly improve your chances of ranking, and we encourage you to do everything listed.

 

Claim and Optimize Your GMB

   

Google My Business (GMB) is Google’s business directory. Bing has a similar directory (called Bing Places) – we mention it here because it’s also free to set up, but it’s certainly not as essential as GMB.

   

We have a comprehensive guide to claiming and optimizing your GMB in Vancouver. Here’s a quick synopsis:

   

Claim your Google My Business.

 

Add professional quality photos.

 

Choose the right business category (look at what your competitors are doing if you aren’t sure).

 

Answer Q&As and Reviews, and make use of GMB Posts.

 

Be Mobile Friendly

   

The future is here, and it’s mobile. Your site should be designed to reflect this – you want to load quickly on mobile devices. You’ll also want to make sure any forms on your website have as few fields as possible – you know as well as we do how painful it is to type using a phone.

 

Update Regularly

   

This last tip may be the most important thing in all of SEO – so important, in fact, that the next section will be focused on the kinds of updates you can do.

   

Search engines want to be sure that your business is still active, and that your website is providing content their clients will find useful. The only way to accomplish both of these things is to continuously update your website with relevant content.

   

Content

   

Content is everything on your website, from product pages to blog posts. Content serves many different purposes, from telling search engines (and users) where in Vancouver you’re located, to providing you a wider array of keywords you’ll be able to rank for.

 

Do Keyword Research

   

Of course, if SEO is all about ranking for relevant search terms, it’s essential to find which terms you actually want to rank for. There’s a specific type of SEO called “Local SEO”, which helps your business rank for terms like “seafood restaurant Vancouver” or “plumbers near me”.

   

One of the interesting things about SEO is that while you’ll want to rank for those keywords, they may not be the keywords you target initially. Keywords have two important qualities to consider: how often they’re searched for, and how hard it is to rank for the keyword.

   

Optimally, your keyword research will reveal keywords that have high monthly searches but low competition. As you can imagine, those keywords are rare. Brainstorm a number of keywords that are relevant to your business and to the City of Vancouver, and use keyword research tools to find the best ones to try to rank for.

 

Blog Constantly

   

Blogs serve a number of roles in an SEO strategy:

   

They add content that users want to read to your website.

 

They target keywords.

 

They let search engines know what your site is about.

 

They’re an easy way to update content on your website.

   

Queries are questions users want answers to, be they the directions to a specific location or who the best electrician in Burnaby is. Your blogs can serve to answer those questions – and you can easily tie a CTA (call-to-action) into all of your blogs.

   

What’s more, users who spend time reading your blogs are more likely to stay on your website longer – a good signal to search engines that your website is relevant to what they’re searching for.

 

Make Location Pages

   

The Tri-Cities are a defining trait of Metro Vancouver. There are a lot of businesses in Vancouver who sell to people in the Tri-Cities, and a lot of businesses in the Tri-Cities who sell to the rest of Vancouver.

   

The point is, most businesses want to show up for searches like “HVAC technician in North Vancouver” as much as they want to show up for “air condition repair in Port Coquitlam”. Creating landing pages for searches in those areas can help search engines understand that you do business in those places and help users in those areas find your business.

 

Optimize Your Existing Content

   

While a lot of SEO is focused on creating and developing new content, it’s important to go back and optimize your existing content. Many of the tips you’re going to see here can easily be applied to pages you’ve already created.

 

Focus on Headlines

   

Good headlines (and page titles) serve two purposes: they entice users to click on the link, and they let search engines know what your content is about. You want keywords in your headlines, but not too many – keyword stuffing can net you a penalty, and it certainly won’t net you any clicks. Keep keywords toward the front of the headline.

 

Use Images

   

Images can be optimized for SEO (more on that later). They also attract the eye. Well-used images can serve to keep users on your page, break up walls of text, create emotional reactions, and highlight points you want to emphasize.

 

Write Like a Human

   

You are a human, so that should be no problem, right? (Looking at you Web crawlers.)

   

Seriously, what this really means is don’t focus on keyword stuffing, don’t copy-paste other people’s text, and don’t fill your articles with buzzwords and nonsense. Keeping things interesting and useful keeps users on your site and leaves you with articles that are more semantically-relevant to the terms you’re trying to rank for.

 

Look to Other Businesses

   

When you find keywords you want to rank for, you’ll inevitably find content that’s ranking well for those keywords. One of the easiest ways to rank for those keywords is to create content that’s similar to what other businesses are putting out, but better.

   

By similar, I mean in style – if a how-to list is ranking well, you should probably make a how-to list, and if there’s video content ranking, videos might be the way to go. You know what better means.

 

Stay Plugged In

   

Which keywords are relevant can shift pretty rapidly, so it’s important to stay on top of things. Tune into industry and local news, and do keyword research routinely. You should also monitor how well your site is ranking, and watch for changes in Google’s algorithm.

   

Navigation

   

These are the things – from how your site is laid out to how quickly things load – that make it easier for users and search engines to navigate your website.

 

Use Descriptive URLs

   

Your URLs should always describe the page a user is on. Often, your URLs will simply be yourwebsite.com/page-title. Location pages might be formatted as yourwebsite.com/richmond or yourwebsite.com/fairview.

   

Writing your URLs like this makes the reader’s experience more consistent, allows you to use keywords in your URL, and helps in situations when links are shared unformatted on social media.

 

Optimize Your Title Tags and Meta Descriptions

   

Title tags tell search engines (and many social media sites) what to display as the clickable headline of a result. Meta descriptions tell them what to display below that headline.

   

Your title tag will often be exactly the same as your page (and URL) title. Your meta description should be a brief summary of the content you’re presenting.

   

This accomplishes a couple of things. You can think of your title and meta descriptions as your elevator pitch – it’s the first chance you have to get clients on board, so writing clean and engaging copy increases your click-through rate (CTR).

   

When your title and meta description match the content, you’re also less likely to have users bounce (click on the link to your page and immediately leave). High bounce rates are absolutely lethal to SEO, so doing this is an easy win.

 

Mind Your Site’s Structure

   

Think of your website like the Metropolis mall – full of useful content, but very big. You want the pages on your website to connect in logical ways. This means no public-facing dead ends – if it’s searchable, it should be connected to other places on your website.

   

You should have a footer on every page that acts as an easy to use navigation bar – many sites employ a banner, too. Text content on your pages should link back to pages you want to rank for, like your home and product pages. You can also create pillar content that links to and from other content on your page.

   

Technical

   

Technical SEO is all the stuff that happens behind the scenes – the things that make your website load quickly or improve security.

 

Keep it Speedy

   

Honestly, we debated putting this tip in “The Basics”. Slow web pages can increase bounce rate dramatically, and send very negative signals to search engines.

   

Fortunately, Google wants your site to load quickly as well. You can use their PageSpeed Insights tool to find ways you can speed up your website.

   

Keep in mind that two-thirds of Vancouverites have smartphones, so a speedy, mobile friendly site is incredibly important.

 

Use Structured Data

   

Structured data basically classifies certain elements on your website under certain categories. This allows search engines to better understand what means what on your website, something that can be difficult without structured data.

   

For example, you can mark an aggregate review score on your page with structured data that classifies it under the category “Reviews”. Search engines may now add that review to the web page’s entry in the search result.

   

Google has a number of results it calls “Rich Results”. These are more visually appealing and/or informative results that tend to see higher CTRs. You can use Google’s Rich Results Test to see whether or not a page is eligible for these results. If it’s not, you can use their Structured Data Markup Helper to improve your structured data and increase your eligibility.

 

Optimize Images

   

Image optimization warrants its own article – there’s a lot to know. You want your images to be responsive, you need alt-text, and you need captions. Rather than describe all of these things here, we simply want to point your attention to the fact that you can and should optimize your images for SEO – check out these image SEO tips from Search Engine Journal for a deeper dive.

 

Get SSL Certified

   

At one time, SSL Certification could cost you time and money. Nowadays, you can obtain the certificate for free from Let’s Encrypt – just follow the instructions on their page.

   

Having a SSL Certificate can send positive signals to search engines and reduce your bounce rate – it may not affect your ranking dramatically, but it’s easy to do.

   

Off-Page

   

While you can give your website a massive SEO boost by following the on-page tips we just gave you, some of the biggest ranking factors happen off of your web page. When other websites link to your site, if those sites are well-respected by Google, you can see a huge boost to your SEO.

 

Build Links

   

The core of any off-page strategy is link building – finding well-respected websites, and getting them to link to yours. These websites should be relevant to your industry and/or your location – preferably both.

   

Papers like The Province and The Courier are the ultimate authority websites – search engines know they’re constantly updating their site with well-researched, relevant content, so if they link to you, it’s a very good sign.

   

Not everyone can get links from those papers, though – in fact, such link building is notoriously hard. Getting onto blogs like Inside Vancouver can be a bit easier. Have a website you think you can get links from? Use this Authority Checker Tool to get an idea how useful the link might be (the higher the score, the better).

 

Guest Post

   

You may not always be able to convince other websites to link to you directly – a lot of site owners understand the value of links to SEO, and they may ask you for money for links (which Google says is a big no-no).

   

You will, however, find websites that are constantly looking for relevant content, and it’s completely acceptable for you to write content for these sites, then include a link to your own site in your bio. As a business owner, you’ll have insights into your industry and Vancouver that most other writers won’t have. This type of off-page SEO is resource-intensive, but it can be very successful.

 

Skyscraper Content

   

This technique is pretty complex, but it can pay off noticeably. Rather than explain the entire thing to you here, we’ll link you to a very handy article about skyscraper content so you can learn the technique. It’s probably the most resource-intensive of the three link building techniques we’ve gone over so far, but it can be incredibly effective.

 

Build and Clean NAP Citations

   

Name, address, and phone number (NAP) citations can be found all over the web – they’re references to the most basic information about your business. We have a comprehensive guide to Canadian citation building that we strongly encourage you to check out – it tells you exactly how to verify that your NAP is properly listed across the web.

   

Cleaning up citations is especially important in Vancouver – some businesses tend to incorrectly list their city (for example, putting “Vancouver” when you’re actually in West Vancouver). That can lead to penalties.

   

Social Media

   

The link between social media and SEO is indirect, but important. When people are actively sharing links to your content on social media, it means more users will stay on your site for longer, which sends positive signals to search engines. The stronger your social media presence is, the more likely your content will be shared and consumed, so it’s an important part of a holistic SEO strategy.

 

Be Active on Multiple Platforms

   

The first step is simple – don’t just hang out on Facebook. Make accounts on Instagram, Twitter, LinkedIn – wherever your customers are hanging out.

   

Now, this isn’t to say you need accounts on every platform – not every company needs to hop on the latest TikTok dance craze. You’ll quickly learn which platforms you thrive on – focus on those.

 

Use Analytics

   

Social media platforms grow by encouraging businesses to post content (and advertise with them). To do this, they all offer free analytics so you can determine what content performs best at what times. Use these analytical tools – they can help you determine what content and platforms to focus on, and map out the growth of your social media presence.

 

Crosspost Automatically

   

Time is money, and having to go from one platform to the next to post the same content can be cumbersome. If you find you’re constantly posting the same thing from one platform to the next, you can automate the process using IFTTT – all your posts will be made automatically, at the same time, and on whatever platforms you choose.

 

Caption Your Videos

   

Captioning your videos is important because:

 

Many users want captions.

 

Search engines can’t understand what’s being said without captions.

   

We’re mentioning this in the social media section because short videos play extremely well on Instagram and other visual platforms. You should also post these videos on YouTube and add them to your site (when appropriate). Closed captions are the key, here – open captions aren’t indexable by search engines.

 

Use Social Media Buttons

   

This is super easy – Hootsuite has a guide to how you can source social media icons, while ShareThis provides a simple tool to generate buttons that users can click to share your content. Use these buttons on any page you want shared.

 

Engage in Social Listening

   

Social listening is what we call the act of monitoring how your company is being talked about online. This can help you figure out who is talking about your company, where they live, and what they’re saying – and that data can help guide your content creation and targeting. Hubspot has a guide to some of the social listening tools you can use – this is definitely a task that benefits a lot from automation.

 

Run Contests

   

Contests are an easy way to increase your followers and up engagement. You can also use them to get people to sign up for email lists and other marketing – all of which can bring more people to your website more often, a boon for SEO. Contests can range from giveaways to discounts – just be sure you’re following the Terms of Service of the platform you’re using.

 

Engage with Your Fans

   

British Columbians are pretty active on social media (though not as active as some other provinces’ citizens). One of the things that makes social media so attractive is the ability to interact meaningfully with content creators. When Vancouverites post a picture at your business and tag you, put it in your Instagram story! Tag them back if they’re amenable! When you interact with your fans, you can quickly increase engagement.

 

Collaborate with Influencers

   

When you’re trying to build a following, it can be useful to collaborate with people who already have one. There are a lot of rules governing how influencers can work with you, and different influencers will have different rates. It’s useful to find an influencer who is known in Vancouver and is tied to your industry. DailyHive has a list of 10 Vancouver-based influencers to get you started. Contact them (or their agencies) to figure out how you can collaborate and set rates. Some influencers will even work in exchange for products and services.

 

Be Active in Local Groups

   

Local groups are very popular on Facebook – groups like Vancouver Buy and Sell Fast. These groups are often fairly well-moderated, so you can’t simply join and spam advertisements. Look for groups that are tied to your industry – if you can’t find any, make one yourself. Be active and helpful, and many moderators will allow you to advertise your own business occasionally, especially if the “advertisement” is just a link to a helpful bit of content you’ve created. Try to follow the 90/10 rule (90% other people’s content, 10% yours).

   

Customer Management

   

Customer management is key to SEO because it helps you ensure your content is properly targeted, which increases the time users will spend on your site, and it reduces bounce rates. It will also increase the number of purchases customers make and decrease abandoned carts – both of which are important for SEO and your bottom line.

 

Use Customer Lists

   

Customer lists are just that – lists that contain information about your customers. Their name, address, phone number, average spend, number of visits, and other demographic/psychographic information can be kept in these lists. While you could write this information down on a literal list, CRMs are a huge boon for this kind of information. Efficient data gathering is one of the biggest benefits of online marketing, and managing customer data with lists is key to business growth through marketing.

 

Create Customer Personas

   

Now that you’ve got a list of Vancouverites who use your business, you can create customer personas. These are groupings of customers who interact with your business in similar ways, usually divided into various demographics. You can get some pretty incredible insights from personas – you might find that your best customers tend to be women in their mid-40s who live in Kitsilano. You can then use that information to target your content and social media posts to that persona.

 

Keep Contact Info Visible

   

There may be nothing in the world that frustrates us more than not being able to find someone’s contact information easily on their website. If you’re not going to do this to benefit your business, make things easier for your clients, and to reduce bounce rates – do it for us. Every single page should have a footer with contact information – think back to those NAP citations. Include your hours of operation, too. Please.

 

Use “Contact Us” Forms

   

“Contact Us” forms are supremely useful. You can add an option to opt in to mailing lists near the “Contact Us” form, and you can readily assist customers who use it – what’s more, it keeps them on your website, which can send positive signals.

   

Keep your forms incredibly simple, with as few fields as possible – name, email, and then a space for what they want to contact you about. Remember – mobile friendly is the name of the game.

 

Create an Incredible “About Us” Page

   

The “About Us” page is the first thing we check on most new websites we visit, and we’re not alone. You should reserve some of your best copy for the “About Us” page – it’s both an elevator pitch for your business and a way to personalize it. “About Us” pages with an “Our Team” section are really useful for local SEO – faces of people who live, play, and work in and around Vancouver send a very positive “we’re a local business!” message.

   

You should also talk briefly about your core values, philosophy, and mission – these things can help you get loyal, repeat customers.

 

Simplify Buying

   

You should make buying your products as hassle-free as possible – this can reduce the number of abandoned carts, send positive signals to search engines, and (most importantly) increase your sales.

   

Making site navigation simple is a huge part of this – a banner that points to product categories, a filter to narrow down products, and a search function can all help. Allowing customers to create accounts and save payment information for one-click purchasing is also incredibly useful. Between the point someone adds something to their cart and the point they checkout, there should be as few pages as possible.

 

Manage Customer Carts

   

WordSteam has an excellent article on ways to combat shopping cart abandonment which we highly encourage you to check out. Some of the things they mention fall into simplify buying, and we’ll touch on remarketing in “Online Advertising”, but there’s one tip they don’t mention: send your clients emails when they’ve abandoned their carts to remind them to empty or purchase.

 

Use Surveys

   

Surveys are an effective way to find out what customers love about your business, and what you can improve. There are free survey websites like SurveyMonkey, but to get the most out of survey providers, you’ll need to pay. The costs are usually quite reasonable, and you can get some pretty useful insights about what Vancouverites want. Consider running a contest tie-in to encourage people to take your surveys – just remember to keep the survey results anonymous.

   

Reputation Management

   

How often do you buy from websites with an aggregate review score of under 3-stars? Almost never? Fancy that – neither do we.

   

Review signals – the quantity, frequency, and types of reviews you’re getting – are a very important ranking factor. As you can imagine, you want these reviews to be positive – while a low review score may not directly impact your ranking, it certainly decreases the number of people who will visit your website, which in turn, can seriously hurt your rank.

 

Encourage Your Customers to Review You

   

Increasing the quantity and frequency of reviews is fairly simple – ask your customers to review you. You can do this in a number of different ways – email them once products and services have been received, ask them face-to-face, or via text message. While you can do all of this manually, review management software does it for you – we’ll talk more about that next.

 

Use Review Management Software

   

Review management software can help you reach a number of different review-related goals. First, these softwares will automatically prompt customers to review you, by text, email, or both. You can write the copy – the customer is then asked to rate your business and (optionally) write a review.

 

Review management software can use a number of features to improve your average review score, too. One way of going about this is to direct positive reviews to your GMB, while negative reviews get sent directly to your client services team for review. You’ll also want your review management system to be easy to set up. As it so happens, we offer review management software that does all of the above – check it out!

 

Respond to Every Review

   

Responding to every review accomplishes a number of goals. First, it shows customers that you really care. Reviews are public, so you’re signalling both to the customer that you’re responding to and potential clients that you’re willing to engage with them. That can encourage more people to leave reviews.

   

Responding to positive reviews makes everyone happy. Responding to negative reviews gives you the opportunity to turn a 1-star rating into a 5-star rating and make things right with the customer. Obviously, you’re not going to turn every negative review around, but the fact that you’re willing to put in the effort can give other potential customers a sense of security. Should something go wrong, they know that you’ll be willing to try to make it right.

 

Check Multiple Platforms for Reviews

   

Checking GMB-based reviews is pretty standard – you should be checking your GMB every day anyway, so it’s easy to know when you’ve been reviewed. You should be actively monitoring other channels for reviews, too. Yelp and Facebook are two of the most important sites to monitor. There are also industry-dependant websites that can be good to check in on – a restaurant’s reviews on DoorDash, for example, can be a big influence on sales.

 

Get Testimonials

   

Testimonials are an incredibly effective way to show your potential clients what other clients love about your business. Testimonials tend to be particularly effective for home-based services (plumbers, electricians, and the like) and B2B companies. While text testimonials are effective, nothing’s better than video testimonials – those are much harder to fake, and they also give a face to a name. Remember, of course, to use closed captions on video testimonials to make them indexable by search engines.

   

Online Advertising

   

Online advertising is tangentially tied to SEO – while some people see them as two separate online marketing strategies, they’re at their best when used together. Online advertising can help you gather demographic and psychographic information to guide your content creation. Perhaps more importantly, it encourages people to visit your website. Not to sound like a broken record, but more visits, longer visits, and more interaction all send positive signals to search engines.

 

Run Pay-Per-Click Ads

   

PPC ads form the backbone of most online marketing strategies. These are advertisements that run on platforms like Google and Facebook, for which you pay every time someone clicks on the ad. The free analytics provided by those platforms will then give you an idea of how your advertisement is performing, who is clicking on it, and more.

 

Optimize Your Landing Pages

   

PPC ads will always be linked to landing pages. You want those landing pages to be as simple as possible. An easily filled form with as few fields as possible (name and email address with nothing else is often best). You should have a hero image/video, and straight-to-the-point copy with a bold CTA.

   

You can have multiple different landing pages for different ads, making only small changes between the landing pages. This is known as multivariate testing – most things stay the same, but one thing gets changed. This can give you an idea of who is responding in what way to which ads, and that can help you improve your marketing and targeting.

 

Keep Things Consistent

   

Your advertising, landing pages, and website should all follow the same style guides. Imagine clicking on an ad done in greyscale, only to be greeted by bright pink font on a green background – you’d immediately assume you’ve been scammed, or clicked the wrong link. Unless confusion and subverting expectations are a core part of your marketing strategy, keeping colours, images, and text consistent from point to point is key to reducing your bounce rate.

 

Remarket

   

Remarketing puts cookies to good use – you’ll find which customers have been to your website before, or who have items left in their cart, and then you can send advertisements created to encourage them to return to your site. Most PPC platforms incorporate remarketing automatically – you can read Google’s About Remarketing to learn more. Getting repeat clients isn’t just great for SEO – it’s key to improving your sales.

   

There you have it – 50 tips that will definitely benefit you. Implement all of these tips, and you’re sure to see your rank increase, especially if you hadn’t been doing any of them before.

   

Obviously, doing all of this takes a lot of time and energy – if you can do it all yourself, kudos to you. Of course, you have a business to run, so here’s another tip for you: take advantage of our SEO Vancouver services. We’ve got several free articles to help you boost your ranking in Vancouver, and we know the Metro Van market quite well. Pour over our resources, implement what tips you can, or hire us to handle everything for you.

 

The post 50 SEO Tips For Vancouver appeared first on First Rank.

 

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Think about the last time you were looking for something on the internet?

 

How did you find what you were looking for?

 

Because 93% of all online experiences begin with a search engine like Google, ranking high on SERP is PRETTY MUCH essential to driving more sales and staying on the minds of your readers.

 

A recent research study by Hubspot, it was revealed that 75% of users don’t even crawl past the first page of their search results.

 

This is why smart marketers are now spending more on SEO as it enhances their websites and makes it better for the users. Optimized websites focused on delivering a quality experience are now heavily rewarded by Google.

 

For example, Belden Brick Company in Ohio was able to increase their website visits by over 85% in less than a year by using these methods! They created a new lead generation campaign and added a global header and footer for their clients that added new products and kept their website cohesive and updated at all times.

 

Let’s go over more reasons why you should consider doubling down on SEO in 2019.

 

BEING IN ALIGNMENT WITH SEARCHER’S INTENT

 

SEO allows you to know your users’ search intent. This comes handy when creating pages that drive organic traffic.

 

CoSchedule saw a 594% rise in traffic when they aligned SEO content strategy with searcher intent.

 

Tools like Google Analytics can help you understand what your target searcher's intent is. The game is on once you know what your users are looking for.

 

KEYWORDS ARE STILL RELEVANT

 

It's not that keywords are not important anymore, just that they are used differently than they used to be. Stuffing keywords and simply throwing them at random places is a thing of the past, and Google may also penalize you for it.

 

Relevant keywords will get you more qualified traffic. Meaning you convert more even if your website has fewer visitors.

 

With extensive keyword research, Maldive Travellers’ increased the number of per day visitors by over 40%. Using the right combination of long tail keywords also brought more returning customers to the website.

 

Remember that Google makes frequent algorithm updates not to be hard on website owners. They are simply trying to create a better experience for their users. Which is why you need an ever evolving perspective on SEO to keep up with these changes.

  

FOCUS ON A MORE EXPERIENCE-CENTRIC WEB

 

User behavior is now trending towards a more immersive and informative approach. Many companies are now investing in PWAs and AMPs to provide their users with a seamless browsing experience.

 

Complete Plumbing Resource used SEO to promote their brand online to customers. Having quite a few products to showcase, they created a user-friendly website. The company saw an increase in total sales by over 2000%. Not only this, their overall organic traffic and leads also had upward moving graphs.

 

Google understands and values a good experience for users. Things like load speed, a clean and organized design, mobile responsiveness, bounce rate, and more all play a significant role.

 

Therefore, you shouldn’t just work on improving your website for a higher conversion rate. Working on the user experience will actually get you more traffic per Google! This is why SEO is so important - the impacts can be felt in many parts of your traffic and sales funnels.

  

WELCOMING REAL SPEECH PATTERNS

 

More and more people are now trying to access voice search options and incorporating real speech patterns into keywords.

 

These natural patterns of speech are vital to SEO as mobile searchability is becoming more widespread. And another reason for both short and long-tail keywords to mimic real speech patterns.

 

SEO is definitely important, but let's just say that the rules of playing the game have changed. Search engines are now focusing on giving users a valuable experience, so the more optimized your website is, the better chances you have of succeeding.

 

If we are considering the relevance of SEO in 2019, we’d argue that it’s actually more important than ever before. As search engines get smarter, they are always rewarding the better websites.

 

Remember that Google is also a business and that too a very successful one. If it fails to provide relevant search results, people wouldn’t use it.

 

Solid SEO practices make sure that your brand is found organically. Businesses need to understand exactly how and why Search Engine Optimization is changing, and what they need to do to keep up with these changes

 

Looking for new SEO Strategies for 2019? We will be coming out with more detailed SEO strategy videos in 2019.

 

Subscribe and stay tuned for more videos to help you succeed in business.

  

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3dcart is one of the best ecommerce platforms when it comes to search engine optimization.

 

But just because a hosting solution provides great features doesn’t guarantee you results.

 

Simply going through the motions won’t bring in qualified organic visitors ready to buy from your brand for years to come.

 

That requires some work.

 

Why should you use 3dcart over bigger names like Shopify? Is it a good ecommerce platform for SEOs?

 

In this post, we’ll answer those exact questions and show you how to implement traffic boosting tips on the platform.

 

Here are the best practices for SEO on 3dcart and five ways you can boost your traffic fast.

 

Why Should You Use 3dcart For An Online Store?

 

3dcart is an online store platform with a focus on connectivity to third party applications (like email software and social media), and search engine optimization.

 

It’s called 3dcart because of their three-pronged approach to ecommerce where they focus the platform and toolkit options on three distinct areas:

 

Store owners

 

Search engines

 

Shoppers

 

Breaking down the subsets, they provide specific tools to satisfy each portion of what it takes to run a successful, profitable ecommerce store.

 

It’s clear from the onset of using 3dcart that you are getting an online store built by people with expertise in attracting (and pleasing) traffic.

 

With a four step funnel plan and tools to match each step, 3dcart does an impeccable job at guiding you through the process.

 

Meaning that if you have no experience in SEO or funnel stages, you don’t need to worry.

 

3dcart has guides for each stage from “Reach” to “Nurture” to help you succeed.

 

When it comes to pricing, 3dcart tends to be slightly cheaper than Shopify with a few more added features that cheaper Shopify plans don’t cover, like no transaction fees.

 

So, why else would you choose 3dcart over other providers?

 

3dcart has some of the most extensive SEO features on the market when it comes to an ecommerce platform.

 

Sure, other platforms are going to give you the basics to get you started.

 

But 3dcart is more than just meta descriptions and titles. It has powerful mobile optimization for speed and even direct Google AMP connectivity.

 

Let’s dive into the features that 3dcart offers for SEO.

 

Is 3dcart a Good Ecommerce Platform for SEO?

 

3dcart is a great platform for ecommerce SEO.

 

Beyond the basics like meta description fields and alt tags for images, 3dcart has great connections to build an SEO friendly store.

 

For instance, direct connectivity with Google AMP to create fast, seamless mobile pages.

 

(Image Source)

 

On top of that, 3dcart has their own mobile pagespeed tool that helps you continually improve performance on your mobile site.

 

Some of the top features for SEO on 3dcart are:

 

AMP

 

Content Pages / Blog

 

Pagespeed tool

 

Mobile Optimization suite

 

Custom SEO Friendly URLs

 

Built in support for Schema markup (this is a big win)

 

3dcart is one of (if not the best) ecommerce platforms for those serious about SEO performance.

 

Here is how to put your SEO on overdrive with 3dcart.

 

5 Tips to Improve the Organic Performance

 

An online store thrives on organic traffic that you can convert to sales.

 

Unless you want to pay for ads or grind away on social media and reach 2% of your audience due to poor organic reach.

 

With organic search improvements, you can start to bring in more (and better) traffic that wants to buy your products.

 

Here is how.

 

1. Optimize Your Product / Category Pages and Meta Tags

 

Product and category pages are the meat and potatoes of ecommerce.

 

They explain your product offering and separate it for the right customer segments.

 

Being key pages on your store, they need dedication and work to optimize for organic traffic.

 

Key areas to optimize on these pages are:

 

Prioritize your top pages first

 

Include semantically related keywords

 

Primary focus on the page’s target keyword

 

Don’t add copy unless it enhances the description

 

One of the best examples of a well optimized category / product page is from Surf Station:

 

In their short description, they include multiple related terms to their primary keyword of “Wetsuits.”

 

Breaking down their offering, they touch on common pain points like shipping, a big factor in cart abandonment.

 

For your meta description and title tags, it’s key to optimize them with your target keyword and a succinct, relevant description of what searchers can expect when clicking on the page.

 

On 3dcart, the meta tag area is located on your product or blog page dashboard:

 

Simply locate the meta tags option and craft a compelling description and title.

 

Don’t forget those keywords!

 

2. Do Keyword Research, But Not Just For The Bottom of The Funnel

 

Keyword research is an essential aspect of SEO, especially for ecommerce.

 

Products and services can bring in traffic, but if you are in competitive markets, dozens if not hundreds of businesses are fighting for that same traffic, selling the same products.

 

The biggest mistake that most in ecommerce make when implementing keyword research is focusing too heavily on the bottom of the funnel and neglecting the top and middle where customer awareness is built.

 

For instance, most will target the high volume keywords like “buy 70 inch tv.”

 

(Image Source)

 

These lower funnel keywords signal a readiness to purchase, but they are nearly impossible to rank for due to competition overload.

 

Instead, start looking for keywords higher in the funnel regarding reviews or comparisons. These can help you bring in long-tail keyword traffic and build brand awareness before moving on high volume keywords.

 

Speaking of which…

 

3. Create Content That Your Customers Are Interested In

 

Once you’ve done keyword research for the top and middle of the funnel, it’s time to create content.

 

Content is the lifeblood of organic traffic.

 

People don’t purchase on their first search anymore. With review sites, YouTube videos, and comparisons, shopping is a complex process that takes multiple touches.

 

Meaning you need content at each stage to connect with potential shoppers.

 

And according to HubSpot, blogging more in B2C (ecommerce) results in more sales and more traffic than companies that don’t blog.

 

(Image Source)

 

For instance, Fitbit, a sports tracking wearable company, blogs on topics in their active / healthy lifestyle niche to drive traffic to their site.

 

Instead of only targeting keywords like “buy a smartwatch” or “fitness trackers,” they focus on building brand awareness as a leader in the activewear space.

 

Focus your blogging efforts on becoming the Fitbit of your own niche to bring in big traffic.

 

4. Optimize For Mobile Shoppers

 

Mobile is trending. It’s hot. And for good reason:

 

Mobile traffic is more common than desktop traffic now and your store has to adapt. You can’t ignore or avoid mobile optimization anymore.

 

Not unless you want your SEO results and organic traffic to run for the hills.

 

Recent data shows that mobile shopping is on the rise, especially around holiday seasons:

 

“Smartphones were one of the biggest drivers of growth on Cyber Monday, responsible for 44.6% of site visits and nearly 30% of revenue.”

 

Now is the time to optimize for the mobile user.

 

Where do you begin? With pagespeed.

 

According to Google, the average mobile website for any and every industry is far too slow:

 

(Image Source)

 

And slow websites are a recipe for high bounce rates and skyrocketing cart abandonment.

 

(Image Source)

 

To increase your page speed load times and keep traffic around, use Google’s Test My Site to uncover what potential factors are impacting your speed and direct steps on how to fix each of them.

 

5. Secure Your Website With HTTPS

 

HTTPS, otherwise known as a security measure for websites using Secure Sockets Layer (SSL), is a critical ranking factor in 2018 and beyond.

 

Way back in 2014, Google first announced that HTTPS was a ranking signal.

 

Since then, data sets are showing the same results:

 

First page ranked content is dominated by HTTPS secured websites.

 

(Image Source)

 

Thankfully, adding an SSL certificate to secure your website with 3dcart is incredibly easy.

 

They have an entire dedicated page of SSL deals on their website that instantly integrate on your site.

 

Check them out here.

 

3 Apps Make Your Online Store More SEO Friendly

 

1. Google AMP

 

While not a direct app on the app store, 3dcart makes it easy for their ecommerce stores to implement Google AMP.

 

And they’ve proven that it works.

 

According to 3dcart, AMP can increase conversion rates by 105%, decrease bounces by 31%, and increase CTR from search by 29%.

 

(Image Source)

 

Mobile speed is arguably more important than ever. Even a few seconds can increase bounce rates and ensure that traffic doesn’t result in sales.

 

Meanwhile, AMP provides a significant boost in speed and usability on small mobile devices, ensuring a better user experience and a better chance at closing sales.

 

To get AMP installed on your 3dcart store, follow their guide here.

 

2. AppNotch: Reach a Bigger Mobile Market

 

Mobile sites are great at selling for ecommerce.

 

But there is one glaring problem:

 

The majority of time on mobile is within applications, not browsers:

 

(Image Source)

 

To be specific, 92% of time on mobile devices is consumed via apps, not browsers like Chrome or Safari.

 

To combat this, you need a mobile app version of your store.

 

One of the easiest ways to do so is via AppNotch, an app on 3dcart’s app store.

 

AppNotch converts your ecommerce store into a fully functioning, responsive mobile app to help you sell easier than ever before.

 

With key push notifications you can reach all of your customers with free messaging rather than spending marketing dollars to get them back to your mobile site.

 

AppNotch can help you expand your traffic potential and reach customers without spending money on marketing or fighting for inbox space.

 

3. Quick Cart: Prevent Cart Abandonment

 

Building an organic traffic following isn’t easy, as you surely know.

 

And nothing is worse than bringing in tons of organic traffic for them to leave without buying a single product.

 

Or worse: leaving it abandoned in their cart.

 

Cart abandonment can be devastating to an ecommerce business. Cart abandonment rates on average hover around 75%.

 

(Image Source)

 

Fighting it is your best chance at converting more organic traffic that you worked so hard to get.

 

With Quick Cart, a free included app with 3dcart, you can circumvent cart abandonment by providing quick cart snapshots, preventing users from being taken away from their shopping experience by clicking on their cart:

 

Don’t let cart abandonment destroy your selling potential. Implement Quick Cart and deliver a better user experience.

 

Conclusion

 

3dcart is a lesser used platform than the likes of Shopify or BigCommerce, but it packs an SEO punch.

 

With diverse tool sets like AMP and Schema Markup built into the foundation, getting your site ranking high is easy compared to competitors.

 

Using the 3dcart tool set, optimize your products pages and category pages for shoppers. Create content that your customers want and align it with funnel stage keywords.

 

Optimize for mobile shoppers using the 3dcart page speed tool and consider securing your site with HTTPs for strong trust signals with Google.

 

If you feel like using apps, connect AMP, Analytics and AppNotch for a powerhouse of SEO data and optimization.

 

Put these to use and you’ll be driving more organic traffic than ever before.

 

Although its a hosted solution not sure it is considered a hosting platform, more like an ecommerce platform

 

The post 3dcart SEO Best Practices: 7 Traffic Boosting Tips That Work appeared first on HigherVisibility.

 

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CRM Technology Users Mailing Lists

Email Marketing has an amazing ability to create valuable and personal communication with your customers. Businesses tend to run repeated email marketing campaigns. Sending such high volumes of emails can clutter the CRM data. Here comes the necessity to clean up your CRM database contacts. Dirty data is an absolute problem for any business. Do not get your system clogged! You will be trapped amidst of many problems like:

•Bad Structure Of Customer Profiles

•Wasted Sales Time

•Ineffective Email Campaigns

•Inaccurate Forecasting

•Lower Client Retention

Our team at Global B2B contacts has carefully refined the best tips to declutter your CRM data.

Check For Duplicate Entries

Accumulation of duplicate contacts is inevitable. You cannot avoid it! But, make sure you check the same regularly. Do not irritate the recipient by dropping the same messages multiple times. Email marketing is the original one to one channel. Owning professional elements in your approach matters. Moreover, you can use automation to remove the duplicates as and when detected.

Take any modern CRM into consideration, it will have the automation features enabled. Especially when marketers try to implement personalized content copy, duplicate CRM data creates a major problem. On the other hand, you can compare the old email list with the recent ones. It helps to get rid of duplicate data.

Seek Help From Data Service Providers

There is no automation tool which can solve all your CRM decluttering problems. Also, stop searching for the shortcuts to eliminate all your dirty CRM data problems. It sounds unrealistic! Small businesses can definitely maintain clean data with the help of the CRM tool. As the business grows, you must outsource the data verification services. Connect with data scrubbing service providers and save your time. As a result, it speeds up the process of cleaning.

Filter Out The Old Data

You might experience either the hard bounce rates or soft bounce rates. Hard bounces happen when the email returns lastingly to the sender. On the other hand, soft bounces are temporary in nature. Sometimes, the email address would have been trashed and no more active. Detecting such old contacts and deleting them on an immediate basis is very important. Consider resending the emails in case of soft bounces.

If the bounce rates remain constant, you can trash the same permanently. Marketing data decay every year. The change in terms of customer's data is constant. The accumulation of old data destroys the efficiency of your CRM data.

Without having the right list of prospects, your telemarketing efforts will go in vain. You cannot sell anything if you cannot talk! Reachability and accuracy of phone numbers are extremely important elements of telemarketing. When you get this data service done by any of the trusted providers, the list gets updated. You no longer experience the trouble of reaching out to wrong numbers. If the businesses have only the list of phone numbers, the reverse phone appending service will help you to get the names and email addresses. Make your marketing approach smart through these data services.

Create New Customer Segments

Are you maintaining your customer segment groups? You need to review and update it regularly. In the process, you might explore the new customer segment who owns unique buying habits. Sometimes, you might need to expand the business into a new geographic location. At this point of time, you will need to discover a distinct market segment. As the first step, take a look at your current customer segments. There are chances of arriving at new segments by splitting the existing ones. It helps you to make the most relevant approach through optimized content.

Pull Out Unresponsive Contact Details

Have you checked the open rates of your email marketing campaign? Get the count of it immediately. Estimate the number of CRM database contacts that are actually responsive to your emails. Remove all the contacts that seem to be unresponsive. It can also include incorrect email addresses. By doing so, your company can improve its decision-making ability. Build the list of more accurate data. Appreciate the strengths of email marketing by implementing the right usage. Your sales and marketing team is likely to make the wrong decisions with incorrect data. Do not give a chance!

Revise Your Email Marketing Automation

Keep the check on email automation workflow implemented by your company. Do not stick with the traditional methodology. Make sure that all the automated triggers are working as expected. Run the test emails regularly to detect the presence of any flaws. If needed, add some additional triggers to improve the company's email marketing performance. It, in turn, improves the conversion rates and other analytics. Also, check whether any data or customer group fit specific demographics or behaviors. Keeping these tips in mind, you can improve the company's automation workflow.

Get Rid Of Spam or Robot Entries

Have you ever observed the sudden spike in your website traffic? All of a sudden, you might be getting an unusual number of signups. It means your website is attacked by the robots. Take a breath! It is not as scary you think. You can easily figure out the robot entries. The form is always filled with garbage values. In addition, the email address submitted has the weird domain values like .au, .xyz, etc..,

Delete all the spam entries from the CRM data. Do not forget to set up the spam filters in the analytics tool. Ultimately, the tool will not allow the entries from such sources or domains.

Train Your Sales Department

Do not overwhelm your employees with too much of CRM features. They end up finding it difficult to adapt to the software. Sales team must understand the functioning of software and tools. If not, it affects the overall marketing efforts. Make sure to conduct the training sessions to teach your employees about the software. It is necessary for them to learn good data entry practices. Learning has to happen right from the beginning.

Establish consistent learning patterns for your sales and marketing team. In the end, you can also provide the cheat sheet for the team to follow up on the same.

Conclusion

The combination of CRM software and best email marketing strategy has the ability to boost your company's ROI. In this blog post, our tips must help you build stronger and long term relationships with the target market. Your sales team will have a proficient methodology to work. Instead of killing time due to repetitive tasks, they can eliminate all the time-consuming tasks through the use of CRM software. Implement email marketing and build a remarkable digital presence.

For More Information:

Visit: globalb2bcontacts.com

Call us today at: +1-816-286-4114 or

Email us at: info@globalb2bcontacts.com

 

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With a Mobile-First philosophy, Google continues to update its search engine algorithms to meet the demands of technologically-savvy searchers. In fact, Google has rolled out a Mobile-First version of its search engine index–this is the massive catalog of data on every web page in existence.

 

With the index, Google will display relevant results to searchers. Previously, Google looked at web pages through a desktop searcher. Soon, Google will place the first priority on the mobile versions of each web pages and second in priority are the desktop versions.

 

In this scenario, mobile first means any page that can be correctly viewed on a mobile device. Since the mobile version is treated as the primary site for your business, it means businesses need to beef up content for this version. Here’s a complete guide to what this means.

 

Image source

 

Challenges presented to SEO

 

With the Mobile-First indexing, Google may organize their index based on entities–this includes how keywords and language interact with entities. Google wants to understand the relationships between different ideas and their descriptions.

 

Here’s how Dave Davies, a columnist at Search Engine Journal, describes entities, “an entity is not simply a person, place or thing but also its characteristics. These characteristics are connected by relationships. If you read a patent, the entities are referred to as ‘nodes,’ and the relationships as ‘edges.’”

 

Think of the Knowledge Graph, and how Google organizes a hierarchy of relationships. It is not based on language, but, is rather a conceptual idea of understanding. And, entities can be depicted by feelings, concepts, keywords, pictures and more.

 

If Google’s updated index was based on entities, then it no longer has to search through languages and keywords. Google can, instead, look at entities and then move to varying languages as needed. Even domains and brands can be entities. For example, all of Google’s global offices and international websites can be grouped together and considered one entity.

 

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Taking it a step further, a brand’s entity could include videos, apps, podcasts, maps, and more. But, with search engine optimization, it’s keywords that matter. Yet, a more efficient form of search is to search by entity. Yet, entity indexing has been a modifier with Google for a while.

 

But, the Mobile-First indexing may mean that the index will be organized based on the Knowledge Graph–as opposed to the link graph. As they say, Google giveth and Google taketh away. Google may have created the link and keyword-building community, but they can also take it away. Entities are powerful because they offer a more efficient way to search, and they overcome language barriers.

 

With the Mobile-First indexing process, Google may evaluate content for its mobile functionality with the domain considered an entity. Old desktop content will remain on the index, but, won’t receive any value. Links will still play a role, but they won’t be as important for indexing. Over the long run, Google may replace the link graph with a version of a Real User Metric.

 

Instead of looking at how Mobile-First indexing will affect the crawling of your site, think about how the bot will render pages. If domains and URLs are simply facets of a domain entity, then crawlers can always look at deep links and regular web URLs. Google might even index CSS grid layouts.

 

Perhaps it will be like removing the paper version of documents and replacing them with their digital counterparts. With the digital version, you wouldn’t need multiple copies in multiple languages–just one version can be translated instantly.

 

Moving towards an AI-First strategy

 

The initial days of the Internet saw around 300 million people searching for basic queries and answers. Today, there are around 3 billion Internet users. Google CEO Sundar Pichai sees a logical transition from Mobile-First to AI-First. Google Assistant is already available, but that is only the beginning. Consider Amazon Echo, and self-driving cars.

 

In fact, all the tech giants, and startups are investing in AI. This is a world with universal computing, available on connected systems at home, in the car, and at work. Think of how smart appliances will affect search and so on.

 

You see, it won’t be just about devices–it will be about screens and the types of screens. Eventually, we’ll have holographic screens so, devices won’t really be needed either. How people access and interact with data will continue to evolve. And, your business should respond accordingly.

 

Cross-device data

 

Think of the impact Mobile-First indexing will have on the world. In the long run, it appears to be a push for multi-sensory data across a wide variety of devices that bridge the gap between on and offline resources. In terms of online shopping or mobile shopping, retailers might move from having to update their inventory every 24 hours to utilizing Just-In-Time (JIT) inventory processes.

 

Through product sensors, Google can pull information from many sources including driverless cars and home appliances. Through connected devices and Big Data, every company will become a tech company by default.

 

Think of AI, combined with voice search, cloud data, and more to create seamless shopping delivery for any product or service you can imagine. And, Google has been rumored to be working on a cross-device OS that supports both the Android OS and Chrome.

 

Image source

 

Fully optimize your mobile site

 

When it comes to search, the objective is to have your entire site–fully available–for searchers to view. It can be a struggle to strip content that may clutter smaller screens. How do you decide what you can afford to strip down? Since Google announced its strategy to move forward with a Mobile-First index, the question remains how this action may affect the structure of the web.

 

In addition, stripped down content affects link structure–which, is what helps raise your rankings on the search engine results pages (SERPS). Furthermore, it is still unknown how Google will crawl with its bots. Will the bots also be Mobile-First? On the other hand, what if the bots are mobile-only?

 

In this context, it is critical to remember that Google isn’t eliminating the desktop index–they are just putting mobile first. And, it makes sense since most search traffic now comes from a mobile device. Google is in the business of ensuring high-quality and relevant results. As such, they have to meet the needs of the modern market.

 

At the same time, they want to find good content–and, that requires the desktop bots. Here is what Google wrote in their announcement:

 

If you are building a mobile version of your site, keep in mind that a functional desktop-oriented site can be better than a broken or incomplete mobile version of the site.

 

Google is stating that it’s better to have a fully functioning desktop than it is to have a broken mobile version.

 

In terms of links, this means that external links can be picked up in both the desktop and mobile site. If you have good, in-content links, they will show up in both the mobile and desktop crawl.

 

With Google’s index, the mobile version of your site will be the launch pad. For instance, when you view crawlbot traffic heading to your site, you should see an increase in the Smartphone Googlebot.

 

Even if you still only have a desktop version of your site, you can still be included in the index–but, the price is fully-optimized mobile sites may experience a rankings increase.

 

To put it another way, your mobile site may be considered the main version of your webpage. As a result, now is the time to fully optimize your mobile site.

 

Make sure your mobile site is equal to your desktop version

 

If you have implemented responsive design, then, Google’s Mobile-First change should not have a significant impact.

 

Yet, even with a responsive site, you want to verify that your mobile page speed, load times, and images offer a consistently good mobile experience. On the other hand, if you have a distinct mobile site, you should check for the following items:

 

Metadata–Make sure all titles and meta descriptions match your desktop.

 

Structured data–Include the same structured data markup. Use mobile versions of URLs shown in structured data.

 

Social metadata–Your mobile site should have the same social metadata.

 

App indexation–Make sure you’re using a verified mobile version.

 

Search Console verification–Add your mobile site.

 

Content–Add all your valuable content to your mobile site, and ensure it is crawlable and indexable.

 

Switchboard tags–Implement mobile switchboard tags.

 

Server capacity–Your servers should have the ability to handle a larger crawl rate.

 

Back in 2015 and 2016, released an updated called Mobilegeddon that was designed to make the web more mobile-friendly. But, for years, Google has been rewarding sites that offer full mobile compatibility. To Google, mobile-friendly means sites that can be viewed correctly on a mobile device.

 

Google wants to make sure that people can view your page nicely, along with all your content, without having to zoom or scroll down repeatedly. You should take a gander at Google’s mobile friendly test to see if any of your mobile pages can use an update.

 

Google wants your mobile site to convey the bare minimum of mobile-friendliness. Yet, with the Mobile-First index, it makes sense to go the extra mile.

 

When you consider the fact that most of the world’s information was created in the past several years, it makes Google’s efforts seem astounding in terms of cataloging all that information. Google wants the information, and, also, how to access that information. Yet, when you update your site, it is often the case that old content remains.

 

So, there is new content being added every second–to the index–and, this is on top of old content. At the same time, Google has warned us against removing old content so that archives remain for searchers.

 

Given the vast amounts of data, Google has to keep up by making their processes more efficient and applying more stringent standards to their algorithms. They use sorting signals such as micro-formats and Schema to help keep crawling simple.

 

What about the loss of the URL?

 

The Mobile-First strategy isn’t just about how things are admitted into the index, but how they are organized. The Mobile-First strategy seems to infer a future that isn’t as dependent on URLs for organization.

 

Google has consistently used metadata and URL structure to organize their index content. As a result, people too the one URL per piece of content strategy. Since the Internet is consumed by visiting URLs, this may change.

 

There are vast amounts of data that is online, but, cannot be conveyed through a browser–this is the data tied to Big Data and the Internet of Things (IoT). Moreover, it is only accessible through APIs. But, Google wants the ability to use this information in their index and algorithms.

 

To illustrate, with Google Now on Tap, content is lifted through feeds and APIs–they don’t always have a URL. When the URL is no longer necessary, then apps can compete directly with websites. So, Google can then focus on mobile experiences, rendering, and speed. Google has also been emphasizing the use of things such as AMP and PWAs.

 

For example, AMP content lives on a URL generated and hosted by Google. The same is expected of Android Instant Apps. While Google did create the link-economy, it is now trying to distance themselves from it. Google has been moving towards XML feeds, Schema, and on-page structured markup.

 

Prepare for index launch

 

The top SEO companies have been preparing their clients for a couple years now. For those that still need to prepare for Mobile-First indexing, keep in mind that there will not be a new index or a separation between a mobile and desktop index. What Google is doing is changing how new content is added, with a Mobile-First perspective.

 

In June 2017, Gary Illyes stated it could take a few years before Google gets to an only mobile index. But, Google is already rewarding optimized mobile sites right now.

 

Here’s what you need to prepare for: Google rankings will be impacted if your mobile version is distinctly different from your desktop version or if it contains a lot less content. Since your mobile site will be treated as your primary site, it will affect how searchers view the value of your content and offerings.

 

Consider this: Google has consistently updated algorithms to place a priority on sites with mobile-exclusive functionality. These can include Accelerated Mobile Pages (AMPs), and more. Although, there will be instances where the desktop version will be considered for rankings, such as if you don’t have a replicate mobile version of a specific page. Nonetheless, you should track search results for both mobile and desktop.

 

There just isn’t a guarantee that Google will crawl your desktop site once they’ve seen your mobile site. What’s the takeaway? Don’t launch your mobile site until it is completely ready for crawling and indexing.

 

A broken mobile site will hurt your rankings. Make sure your mobile version contains the same valuable and relevant content as your desktop site.

 

Where does Voice-First stand in a Mobile-First world?

 

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There isn’t any question that modes of human-machine interaction are expanding into the spoken word. As people grow more accustomed to the trend, it will soon traverse from personal and home use to business and commercial use.

 

If you love science fiction, you may notice it has often turned out to be a self-fulfilling prophecy. If you want to view the future, just watch any of the recent sci-fi movies and television series airing today. Voice-based computer systems have been introduced into popular culture through TV shows in the 60s such as Star Trek and The Twilight Zone.

 

We’re still waiting on flying cars, but that’s another topic. Anyway, using our voices have become as commonplace as we’ve seen of the Hal 9000 in Space Odyssey or Jarvis of Iron Man. Right now, voice search is often used for actions such as:

 

Searching for something on the Internet

 

Getting directions

 

Calling/texting someone

 

Checking the weather

 

Scheduling a reminder

 

Setting an alarm

 

Viewing sports scores

 

Finding jokes

 

Playing music

 

Opening an app

 

Checking email

 

This is just the start. Voice is simply a natural extension of our physical-based outputs from typing and tapping. Consumers are wanting this option to expand in more complex ways. Once you use voice, you just want to keep using it. As a result, it’s quite easy to see the potential.

 

This is transforming the end user experience by executing more than one task, quickly. For example, voice-first is hands-free so, users can give commands to multiple systems within a matter of seconds–there is no need for a physical interaction.

 

The Voice-First movement used to be screen-first, but that has changed with Google Home, which has no visual display. Google Home relies completely on audio. Taking the form of smart speakers, these devices may also utilize cameras for visual input.

 

Now, think of Google Actions, which is a digital option for ranking. Google Actions are part of the Google Assistant software that lets you interact seamlessly with Google Home. Through cloud-hosted utilities, users are taken through a series of questions to determine what they need and want.

 

It’s a trend worth your attention because it seems that Google is doubling-down on these types of technologies. Google has certainly made a strong push to incorporate Google Home and Google Assistant into many of its suites.

 

There are over 400 million devices that have Google Assistant. Google Assistant and Google Home can also work with or without a screen. So, they are ideal for the IoT. Companies can also take Google Actions and incorporate it into their systems.

 

Google Assistant does conflate searches for actions or commands. And, AI can be programmed to understand the varying preferences, based on voice.

 

This means the system can comprehend various intents. With this in mind, Google’s Mobile-First index may use different algorithms for search implementing those with AI feedback and voice-first choices. Then, the entire search experience could change significantly. Each device will have a different AI response and search intent.

 

The index will have to change in response. You’ve probably already noticed how Google is moving away from no-click search results with answer boxes, visual representations, and even sounds. What’s the point of click-free search results? They can be read out loud with or without a screen.

 

And, they are truly Mobile-First. It also means that many queries can be given an increasing number of click-free results–something altogether different from the reliance on URLs over the years.

 

Traditional web results may still be in place, and Mobile-First may still utilize the same ranking factors, but mobile-first options will rank higher. Google seems to be pushing for a screen-free, eyes-free type of interaction.

 

In terms of Google Actions, it can be activated by simply using a registered keyword. This then launches a verbal dialogue. And, it seems to be a point of entry for the future with the IoT. A question will find answers, and a command executes an action.

 

For instance, you can find out if a store carries organic, locally-grown strawberries, then voice a command to have them delivered to your preferred address. With the right technology, you can ask a question then direct a related action.

 

Since Google has been focusing their research and development on AI and the IoT, it makes sense that this would be where the push is directed. In January 2018, Google’s CEO said that AI is more innovative than electricity. Google had already integrated AI into Google Now-on-Tap.

 

Then, through entity understanding, these technologies can determine a user has a query or wants to take an action. Perhaps, Mobile-First indexing will place different ranking factors on the type of query and device. Google Assistant doesn’t need a screen to work. Think of results that are compatible with the technologies used.

 

A screen-free voice query would not need a URL. When using voice, people expect a quick response. Of course, voice search isn’t at the stages where it would be useful for writing an epic novel, and performing all the necessary research, but it will get there.

 

Nonetheless, voice searchers don’t want to hear about a long list of URLs. So, Google has started to offer more results in the form of questions and answers. This helps to increase the potential to have a conversation.

 

Take a look at Google Maps, and you’ll see the “business finder” already offers interactive questions and answers. There are many “yes” or “no” and “multiple choice” answers. And, multiple-choice is a good fit for AI. Yet, Google will also include more Featured Snippets that show several snippets at once.

 

You can then select the most appropriate snippet based on your query. The more you play with snippets, the better the AI can organize your options based on your previous clicks–incorporating machine learning.

 

The more you interact with Google, the better your results will be. Just as mobile phones can index your data such as purchases, travel, meetings, and more. With AI, personalization will increase dramatically. More personalization makes it difficult to predict how rankings may change from one day to the next.

 

On the other hand, if you have strict privacy settings, then accurate results may not come as quickly. Nonetheless, this makes it difficult to grasp in terms of SEO. Voice-first can truly change the dynamics with intuit meaning and personalization.

 

To illustrate, stressed words can show intent. Google would provide cards of different feeds, and the user chooses the card/feed of their preference. The AI system then catalogs those choices for future reference. It feels similar to the knowledge graph method of organization with hierarchies.

 

With the knowledge graph, you can extend your voice query to a conversation based on relationships to your feed choices. Say you want to learn more about cats, then you are sent a series of verbal prompts and perhaps receive this question, “Would you like to learn more about orange American tabbies, or something else?” The prompts and voice-only search will take you down a relational path to get the information you need.

 

Think of designing your content to meet the needs of voice-first devices. The removal of screens makes these devices appear almost magical.

 

In a decade, it’s safe to assume that over half of all computer-based interactions will be voice-first. How will you transition your SEO, business, advertising, and product models?

 

Get information straight from Google

 

Since Google designs their index, it is important to make your mobile updates based on Google’s guidelines. The rollout will continue in batches, some larger than others. During this time, many assumptions will be made regarding what types of features your mobile site needs to have and what to eliminate.

 

It’s your site and your decisions but always refer to Google before making any changes. Google made the move because, in 2015, more searches were made on mobile–including the U.S. and Japan. When searchers type in a query, Google needs to provide results fast.

 

To illustrate, many ask about rel=canonical/switchboard tags. According to Google, you should leave them as is.

 

The Internet has billions of pages, searching through every single one would be too slow. As a result, Google uses web crawlers to view the database or index. Google creates the index by saving pages. Previously, the index was tailored for the desktop. Now, it will cater to mobile.

 

Make sure your site is responsive

 

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To get through this indexing change as successfully as possible, the recommendation is to use responsive web design. It is a design that implements one model for both your desktop and mobile site that will fit almost any device screen. It also removes the obstacle of requiring searchers to type m. before your site’s URL.

 

The name “responsive” means the site automatically responds to a different screen size and configures its content to function seamlessly. It changes the layout to meet mobile usage. Since you are now aware of Google’s Mobile-First indexing change, the time to use responsive design is now. Take a look at the statistics for your mobile viewers, vs. your desktop viewers, and you won’t have a more convincing reason to switch to responsive design.

 

Then, take a look at your competitors’ sites on multiple devices. Are they easy to navigate? Updating your site with responsive design isn’t outrageously difficult. You either hire a web designer with responsive design experience–which, most have. Or, you can use a web hosting service that lets you create a responsively designed site on your own.

 

There are also responsive templates you can purchase through sites such as WordPress. There isn’t any excuse not to go responsive. While Google isn’t going to immediately purge your heavily-indexed desktop site, having a matching mobile site will ensure your pages continue to rank well.

 

Add to that dynamic serving where the server responds with varying HTML and CSS depending on the request, and this is all on the same URL. With dynamic serving, you get the best of both worlds. All you need is one URL for all devices.

 

Plus, consider the time savings you would accumulate when you no longer have to manage two completely different sites. If your site is responsive, you’re ready. And, Google may force all web pages to go responsive anyway.

 

URLs may not be the best for indexing

 

Google CEO Sundar Pichai wrote this in his 2016 Founders Letter, “We will move from mobile first to an AI first world.” Since then, he has restated this sentiment several times. So, think of AI in terms of SEO. AI requires the processing of relationships and content. Chatbots are powered by AI. And, they don’t require a website to get the answers they need.

 

In fact, elements of AI can be plugged into any website or mobile app. In addition, AI can be incorporated into the Internet of Things (IoT). As Googles continues to develop the best AI systems in the world, the need to have access to big data in real time.

 

What does this mean for URLs? It means that URLs are holding that process back. Since websites have become much more sophisticated over the first days of the Internet, Google has had to focus more on user experience and the content offerings.

 

Since the web continues to grow at an astronomical pace, reliance on URLs becomes more inefficient. On the other hand, Google has been able to use cloud-computing to host pages of databases–this is much more cost-efficient than crawling URLs.

 

Google can just tap into APIs, XML feeds, ServiceWorkers, and JSON-LD feeds. Add to these facts, the prevalence of Google Home and Amazon Echo usage–these devices don’t have browsers and sometimes, they don’t have screens. Google has to embrace all types of devices in the way it presents results.

 

Consider developing a mobile app

 

If you want to dive headfirst into Google’s Mobile-First indexing strategy, then you might as well create a mobile app for your site. While this means managing two sites, there may also be a time when Google focuses on app streaming and goes “mobile-only.” Might as well get a head start.

 

You might have already noticed the number of mobile users is much larger than desktop users. Given that metric, your app stores are also filled to the brim with apps. Furthermore, research has shown that many users prefer mobile apps to mobile websites.

 

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When going the mobile app route, think of it in terms of the user experience. Since Google has been moving towards placing a prominence on user experience, then a mobile app offers a more personalized route.

 

Apps can be designed to provide geography-specific content in addition to monitoring user engagement and offering settings customizable based on user preferences. So, every user can create an experience unique to their needs. This is different from a responsive site that is optimized for mobile, but, may not offer as many personalized options.

 

Then, there is the notifications tool where you no longer have to use email to reach your customers–you still should, but you now have another avenue of communication through mobile app notifications.

 

You have either push or in-app notifications. This is one of the many reasons why so many businesses are making the move towards creating a mobile app. In-app notifications are only viewed when a user opens the app–so, you already have their attention.

 

Not to mention, apps can work even in offline mode–they still provide users with basic functionality, which is different from websites that need an Internet connection. And, there aren’t any restrictions such as a “back” or “refresh” button. Apps don’t really need to be refreshed. Users simply “tap,” or “swipe,” to get what they want.

 

The mobile app also offers a different branding experience. Your company can experiment with new styles and features or let your users customize the appearance based on their liking–this goes back to a positive user experience. And, keeping in line with Google’s Mobile-First indexing strategy, mobile users spend 86% of their time on mobile apps.

 

The mobile app gives enhanced brand presence for your business. Even when users aren’t actively engaged with your app, the icon serves as a small advertisement on their device screen. Plus, mobile apps can be designed to work a lot faster than a mobile website. Since data is often stored on the mobile devices, retrieval is much faster. Users enjoy faster load and access times. And, Google will notice.

 

Optimize your mobile check out process

 

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To increase conversions, your mobile site must be optimized for quick and easy checkout. Today, billions of dollars are spent on mobile e-commerce. As it stands, to improve their ecommerce SEO, every company must scrutinize their mobile checkout process. Here’s what you should do:

 

Eliminate pinch and zoom. This seems pretty straightforward. The days of customers accepting “pinch and zoom” activities are over. You can expect more bounces and cart abandonment if your customers have to pinch and zoom their way through the checkout process.

 

Make the checkout process easy. Even in the age of the Internet, customers still want to feel safe when purchasing something online or through a mobile app. One way to make them feel more secure about the process is to simply give them what they need.

 

Use only short forms, and, make it easy to check out–in just a couple of taps. The last thing you want is for customers to quit when they’ve almost completed the process.

 

Incorporate security seals. Prove that you have implemented adequate security controls to keep financial data safe. With cyber-theft at an all-time-high, mobile customers will patronize sites that show security icons at checkout.

 

These security icons help to build trust, and trust leads to conversions. You can also incorporate credit card logos from global brands such as Visa, Amex, and Mastercard–as long as it doesn’t clutter your mobile space.

 

Allow your users to check out as guests. You’ll get more conversions if you let people check out anonymously. There are many shoppers who don’t want to submit an email address and password, but, would still like to purchase your products or services. These people have been burned by other companies who have either spammed their inbox or sold their information to third parties.

 

So, give them the option to checkout without having to register. This speeds up the process, especially on a mobile device. They can always register later, at their convenience. If they like your products, they will usually end up registering anyway.

 

Make your buttons readable. Ensure that your checkout buttons are readable and easy to tap. Also, space them well so that customers won’t accidentally tap on the wrong button.

 

Eliminate pop-ups during checkout. Everyone hates popups. Don’t let them stand in the way of making another sale.

 

Take a look at how Google incorporates Google Wallet as a cross-device payment system. It is secure on any device too. It can hold multiple payment options from credit cards to PayPal. It can also be used for instant payments to services such as Netflix, and a variety of mobile apps.

 

Also, Google Home and Google Assistant offer cross-device shopping experiences both within and outside the Google world. All it takes is a voice command to make a purchase. This offers a secure and seamless shopping experience–as your checkout experience should be.

 

It’s important to adapt to the evolving landscape of this space. You don’t have to reinvent the wheel; just rely on Google’s existing systems.

 

Use accordion menus to save space

 

An accordion menu expands to show hidden information. As a result, mobile sites can include much more content without taking up more space.

 

In the past, many worried that Google will penalize their site for hidden content–with the Mobile-First indexing strategy that will no longer be the case for mobile sites. The reason is Google wants the mobile site to include as much valuable content as possible–that can be difficult when device screens are smaller.

 

So, the accordion design element can help to implement more content without displaying too much content all at once. The user gets to decide what they want to view. They also help to prevent mobile sites with too much information, that require users to keep scrolling. Users don’t want to interact with mobile sites that display too many disparate and unrelated pieces of content.

 

Moreover, they don’t want to scroll to the bottom of the page just to get the answer to a question. Instead, the accordion design element tells users exactly what the site is about and gives them easy access. Plus, they also function as section headings.

 

By condensing information, in limited spaces, mobile sites can enhance the user experience and please Google at the same time. By using jump links, and persistent accordion headings, mobile sites can effectively keep users engaged with the site. While accordion menus don’t work for every mobile site, they can work if you need to condense a lot of content.

 

Don’t even think about using Flash

 

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Google simply prefers HTLM5. In fact, Google has been phasing out support for Flash for a while. In the past, Flash has worked for displaying rich media. But, HTLM5 offers lower power use with quicker load times. So, don’t even think about using Flash on your sites.

 

What about Java?

 

Java has massive open source support, with many libraries that make it easy to access what you need in terms of development. Plus, it offers protections for potential issues that come with native code such as bad pointer usage and memory leaks.

 

Furthermore, Java gives you the ability to create sandbox applications with heightened security. While many platforms decline after a while, it seems that Java continues to be a premier software and mobile app platform. It is already used substantially in big data, mobile, enterprise applications, and more. In addition, the number one platform in the world is Google’s Android platform.

 

And, many developers use Java to build Android apps. As apps move to smart and connected devices such as TVs, and refrigerators, you’ll notice they use Java too. Java’s current iteration also features JSON APIs, modularity, and more.

 

You also get support for the latest Web standards and the cloud. It appears to be a good language to use for a mobile-first outlook.

 

Should I follow the Web AMPs trend?

 

Launched in February 2016, web AMPs (accelerated mobile pages) are the latest and greatest in terms of web development. You get a remarkable UI with seamless in-app browsing. AMP results also tend to rank at the top of the page.

 

Google created AMPs to improve load times, rendering and more. In fact, these AMPs can be rendered either in the browser or in WebViews. This open-source design was built to improve mobile sites.

 

As a result, if you are seeing large amounts of traffic–switching to AMP will improve performance, as well as easing the load on your servers. Furthermore, it enhances the user experience since it provides faster loading times. So, you can achieve lower bounce rates and better engagement.

 

These are also independent documents as opposed to stores of metadata. There isn’t anything you can compare an AMP to anything since AMP does not have a dedicated client, besides the browser. It is basically a set of specifications and technologies infused into this product.

 

It is also a lighter version of HTML cached on Google’s cache. According to the AMP Project website, over 1,000 AMP articles are published each day and return mobile users have gone up from 51% to 63%. If an increasing number of your visitors are coming from mobile sites, then you should switch to AMP.

 

With regard to SEO buzz, AMPs have gone further than Facebook’s Instant Articles. When you consider that 53% of web pages are abandoned when they take over three seconds to load, it makes sense. In fact, conversions can go down by up to 7% with just a one-second delay in load time.

 

AMPs load your pages 4X faster. Also, because it is open source, it is consistently updated. Moreover, it can reduce document size. What’s most important? Google encourages publishers to use AMP.

 

Because of its speed, you will notice an improvement in your SERPs ranking. You’ll also achieve a better Google Page Speed Insights score. Since Google is on the path of Mobile-First indexing, then now is the time to get your mobile site in order.

 

PWAs vs. AMPs

 

To be clear, AMPs are fast-loading web pages built for mobile. Progressive web apps (PWAs), are mobile web pages that offer an app-like experience. So, you can access content while offline and even send push notifications. PWAs also offer fast loading times, and, are reliable regardless of Internet connection.

 

You can access both AMPs and PWAs via URLs. Some say PWAs may replace the standard mobile app. It’s highly possible since a PWA offers the benefits of a mobile page an app all at once. You can also manage all of it together.

 

So, why do we have mobile apps if we now have PWAs? Well, there is the ServiceWorker, which is JavaScript that can run outside of your webpage. It runs even when your browser isn’t up. In the past, web apps only worked with a live network.

 

The ServiceWorker has two parts, an app shell that controls the behaviors of the display and the part that controls what elements are cached in the mobile device’s local storage.

 

Thanks to the ServiceWorker, it can work offline and execute push notifications. Also, PWAs offer the power of an app without the need for installation. Not to mention, Google has already stated they will automatically index PWAs in their App store.

 

Google has struggled with indexing and crawling native app content. For starters, it’s already difficult with Android apps and even more difficult with iOS apps. As a result, Google uses APIs to translate the content. In addition, Google has to align web content with app content.

 

Here’s the kicker: The majority of native apps can be switched over to become PWAs. When a website has an app manifest, (which hosts the app icon), and a ServiceWorker, it is just like a PWA. The next steps are just to make modifications in design and to incorporate app behaviors.

 

The only difference is, while designing your PWA, it is crucial to think like a mobile developer. With PWAs, you get a seamless experience on any device that doesn’t require app-specific programming.

 

Plus, PWAs can store app-states in the cloud so that users can pick up where they left off on any device. Google Assistant has also improved its ability to interact with PWAs. Moreover, PWAs require less storage space, so that mobile devices won’t be drained.

 

So, regardless of OS, PWAs can work on more devices than other design types. They can be displayed on the desktop and mobile, including the iPhone. Then, there is the fact that Google has been switching many of their basic Android apps such as YouTube, Contacts, and News into PWAs. This seems to be a signal.

 

What you can do is use both the PWA and an AMP. You start the user with an AMP page. On the next click, they can then be taken to your PWA. How is that possible? Google introduced . Blending the two together is what Google calls PWAMPs.

 

Final thought

 

SEO is important to your business, but don’t freak out. The information and tactics above will help with your preparation for Google’s continued Mobile-First rollout. For now, place a priority on your mobile experience. Nonetheless, Google consistently makes frequent changes. We’ll keep you up to date with the latest resources to ensure you’re always one step ahead.

 

The post How Google’s Mobile-First Index Works: Important SEO Best Practices appeared first on HigherVisibility.

 

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It’s that time of year, B2B marketers. As the holiday seasons kicks into high gear and the countdown to a new year accelerates, we all find ourselves looking into our figurative crystal balls to gauge what the new year will bring, and how we’ll improve ourselves and our content marketing strategies, capitalize on opportunities, and adapt or side-step new challenges as they come. 2018 was a big year for content marketers—from the implementation of new data privacy and security regulations like GDPR to the rise of promising new tools and technologies to enhance personalization, measurement, and data analyzation. And from our perspective, 2019 is on track to bring even bigger changes, presenting both opportunities and challenges for B2B marketers. So, what does the future hold for content marketing in the B2B space? Here are our top 10 B2B content marketing predictions and trends marketers should know now and keep an eye on into the new year.

 

#1 - The Trust Factor

 

From security scandals and privacy concerns to consumers’ dwindling confidence in the world’s core institutions, trust is in crisis. In fact, the last two Edelman Trust Barometer surveys have revealed declining consumer trust toward business, media, and government, and NGOs to “do what is right.” This was the first time a decline was reported since the inception of the report nearly two decades ago. Couple general distrust with historical skepticism of marketing and advertising messages, and it will be even more imperative for B2B marketers to focus on building trust and credibility with buyers and prospects. This means doubling down on marketing with authenticity to create more meaningful audience connections will be critical going forward. “Fostering a truly authentic reputation in this faceless digital world, while combating the instinctive consumer tendency to distrust corporate messaging, presents a very real challenge,” Nick Nelson, TopRank Marketing Content Strategist, said not too long ago. “Those brands that are ready to meet it with gusto will become champions of the new era.” [bctt tweet="Brands that are ready to meet authenticity with gusto will become champions of the new era. - @NickNelsonMN #ContentMarketingTrends #ContentMarketing" username="toprank"] This also means striving to be the best answer for your audience, delivering quality, relevant content that informs, educates, and inspires. This means leveraging the right data, at the right time, for the right purpose to show audiences they can trust your brand. “Great content answers questions and solves problems for your customers,” Amanda Todorovich, Senior Director of Content & Creative Services, Cleveland Clinic, told us. “When you do that—no matter what platform or format—it works and generates engagement every time.” Finally, this also means taking the initiative to align yourself with credible, relevant voices (e.g. influencers) and collaborate on creating incredible, insightful, trustworthy content. (We’ll get into more detail on that later.) Now for the curve ball. via GIPHY In 2019 and beyond, building trust cannot be limited to your prospects and customers. Building trust also has to happen within the organization—especially at the C-suite level. A study from Fournaise Group found that 73% of CEOs say marketers lack business credibility and the ability to generate sufficient growth. Furthermore, 80% of CEOs simply don’t trust marketers at all, yet a whopping 91% do trust CIOs and CFOs. “Marketing done well with a clear why, measurement and purpose creates the kind of value that both customers and business leaders will trust, ensuring credibility and investment far into the future,” our CEO Lee Odden wrote earlier this year.

 

#2 - Goodbye “Consumable” Content; Hello Personalized Experiences

 

In 2018, talk of “content personalization” and “creating content experiences” has been growing louder. And in 2019, it’ll likely hit a fever pitch. Econsultancy and Adobe’s 2018 Digital Trends report revealed that delivering personalized experiences in real-time is the most exciting opportunity for digital and marketing professionals. Furthermore, optimizing customer experiences across multiple touchpoints is a top priority over the next few years. This means that in 2019 and beyond, B2B marketers have to stop thinking about how audiences “consume” content, and start thinking about how audiences want to experience content and how they can deliver. More than likely, to deliver tailored experience you’ll need to embrace proven and emerging marketing technologies such as those driven by AI and machine learning that can help enable personalization and enhance experiences. In addition, this will require you to align different stakeholders/departments across the organization. “First and foremost, personalization is a group effort which cuts across all functions of the content supply chain: strategy, planning, creation, assembly, and delivery,” Peter Krmpotic, Group Product Manager at Adobe, told us in an interview. “Establishing and aligning these functions with each other is the first block in a strong foundation.” [bctt tweet="Personalization is a group effort which cuts across all functions of the content supply chain: strategy, planning, creation, assembly, and delivery. @PeterKrmpotic #ContentMarketing" username="toprank"] Finally, it’s seems as if “disposable” content fits in here, too. Instagram Stories. Facebook Stories. Snapchat Stories. These tactics are part of the experience you can create, offering an in-the-moment conversation or touchpoint with your audience. “When it comes to social media content, B2B marketers need to go beyond links to their blog posts,” Joshua Nite, Senior Content Marketing Manager at TopRank Marketing, shared. “Think about Stories on Facebook, Instagram & Snapchat, for example. It's about an ongoing conversation with your audience."

 

#3 - The Breakdown of Data Silos

 

Every marketer has data--some may even say they need or want more of it. However, access to so much data is still relatively new, and every marketer wishes they had the ability to draw more insights that lead to action. And being able to draw that insight is critical to success. “The success of your content marketing efforts hinges on your ability to empathize and connect with your target audiences,” Annie Leuman, Content Strategist at TopRank Marketing, said. “As a result, you absolutely want to use data insights to develop a more holistic picture of your target buyers—their interests, problems, behaviors, and preferences. Taking the time to do this can help you ensure your strategy is built on data, not gut feel or assumptions. Thankfully, rising and more established marketing technologies have the potential to make a big impact in that area in 2019 and beyond. In April 2018, more than 6,800 marketing technology solutions were on the market, which was a 27% growth from the year before. And you can bet the number of solutions did and will continue to grow, and sophistication and refinement will happen as well. It’s my prediction that forward-thinking brands and marketers will stop being satisfied with using only a fraction of the data they have. The hungriest marketers will be prioritizing their data and insight needs, and paying attention to and seeking out technology or partners that can help. [bctt tweet="The hungriest marketers will be prioritizing their data and insight needs, and paying attention to and seeking out technology or partners that can help. @CaitlinMBurgess #ContentMarketingTrends" username="toprank"]

 

#4 - The Evolution of Content Marketing Sophistication

 

Content marketing is no longer a shiny object—it’s a core strategy and tactic for most B2B marketers. Content marketing is simply “marketing” in the modern digital era. In fact, in this year’s B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America from Content Marketing Institute (CMI) and MarketingProfs, the percentage of marketers engaging in content marketing wasn’t called out in the opening slides. Instead, key insights centered on success drivers, tactical mixes, and so on. To me, this signals that B2B content marketers are intimately aware that content marketing is a viable strategy and they’re committed. And that means more will be committed to growing their sophistication in 2019 and beyond. However, marketers need to be aware that growing sophistication is rooted in “mastering simplicity.” Every content marketer wants to level-up their content marketing skills and results, but some may not have mastered the basics yet, like committing to a documented content marketing strategy, setting measurable goals, and putting a process in place for measuring and analyzing performance. The CMI and MarketingProfs report makes one thing clear: As organizations grow in their content marketing maturity (i.e. drive sophistication), success grows, too. via GIPHY In 2019, B2B marketers who want to grow will need to do a gut check to ensure they have “the basics” locked down. And then, you’ll need to set measurable goals—goals that align with your overall objectives—for how you’ll grow content marketing maturity. [bctt tweet="#ContentMarketing is no longer a shiny object—it’s a core strategy and tactic for most #B2B marketers. @CaitlinMBurgess" username="toprank"]

 

#5 - Mastering “Always-On” Promotion Will Further Enable Content Marketing Success

 

Marketers know that promotion and amplification is the culmination of all their other marketing efforts. But many haven’t adjusted their strategies to account for declining organic visibility, the rise of answer boxes in search, the increasing demand for more visual, engaging, and experiential content, and more. Essentially, we all know the digital landscape and the types of content that are in demand have changed—and they’ll continue to evolve. That means how we promote content needs to change. And in some ways, that means going back to basics. For TopRank Marketing, this means renewing (or beginning) a commitment to always-on promotion in 2019 and beyond. An email nurture and a few social posts simply can’t give your content the exposure it needs. “Today’s world of information overload and the multitude of device options for consuming information makes standing out even more challenging,” Lee said recently. “Content promotion can’t be effective if it’s an afterthought.” [bctt tweet="Today’s world of information overload and the multitude of device options for consuming information makes standing out even more challenging. #ContentPromotion can’t be effective if it’s an afterthought. @leeodden #ContentMarketing" username="toprank"] Read: 50 Content Promotion Tactics to Help Your Great Content Get Amazing Exposure

 

#6 - The Expansion of What’s Considered “Content”

 

Text. Images. Video. Audio. These are arguably the core content “categories” most B2B marketers are comfortable with. But, if they haven’t already, B2B marketers will have to look beyond these forms in 2019 and consider the role of content in emerging technologies. Namely, content that is delivered through IoT devices such as smart watches, cars, appliances, bots, and smart speakers. While IoT devices are largely looked at under the consumer lens, consider these statistics for a moment:

 

51% of the world’s top marketers say that they believe IoT will revolutionize the marketing landscape by 2020. (Source: Marketo)

 

127 new devices connect to the internet every single second. (Source: McKinsey)

 

A whopping 75 billion devices are expected to be connected by the year 2025. (Source: Statista)

 

This means there’s an opportunity for all marketers to build data-driven relationships with customers in real-time, allowing you to tailor content to enhance experiences, resolve unreported problems, and create targeted offers based on behavior.

 

#7 - Democratized Content Creation Is Growing

 

For years, Lee has said: “Everyone is influential about something.” In 2019 and beyond, we’ll see this come to more vivid life. With ubiquitous internet connectivity and a myriad of devices, everyone is empowered to publish and attract like-minded networks. For B2B marketers, this means developing networks of expert and/or influential collaborators to create content with for maximum impact. “Influencer generated content has evolved past working with celebrities and brandividuals to engaging micro-influencers and nano-influencers, which are essentially all of us,” Lee notes. “Brands that create smart networks of collaborators will be not only scale the quantity of quality content they can create, but involve the very audience they’re marketing to in its creation.” [bctt tweet="Brands that create smart networks of collaborators will be not only scale the quantity of quality content they can create, but involve the very audience they’re marketing to in its creation. @leeodden #ContentMarketing" username="toprank"]

 

#8 - The Undeniable Rise of Interactive

 

As I previously mentioned, the bar for content experiences was raised in 2018 with an increase in interactive and experiential content. Why? It’s no longer enough to inform buyers. Instead, you must provide story-driven content that connects on intellectual and emotional levels. As consumer expectations (remember consumers are your buyers) increase, brands will need to invest in content quality and experience. From producing episodic content with production values near those seen in traditional media to interactive content that works across channels. When it comes to interactive content, we’re not just talking about quizzes and polls. We’re talking about hyper-relevant, immersive, visual experiences that pull people in and allow them self-guide the journey. If you’re not convinced yet, the statistics speak for themselves: According to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study:

 

87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content.

 

77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures.

 

73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences.

 

Furthermore, we’ve seen it in action. Take a peek at this interactive piece centered on AI in Finance from our client, Prophix. You could get the same information across in a static eBook, of course. But this provides an experience—and results. Within the first 90 days after launch, we saw a 642% increase in asset engagement and a 10% conversion rate to the asset. Read: Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold

 

#9 - The Continued Rise of Influencer Integration

 

Influencer marketing has long been seen as a stand-alone promotion or PR function. But we believe that view is changing as more B2B brands dip their toe in the influencer marketing waters. But the biggest trend and opportunity in 2019 will be investing your influencer efforts in content collaborations. “As brands mature their approach to working with influencers from transactional campaign based engagements to ongoing relationships, the opportunities for influencer collaboration will expand beyond the marketing and PR departments to any department in an organization that produces public-facing content,” Lee said. He added: “Content is both the vehicle to develop influencer relationships and an output as a result of those relationships. Influencer integration with content marketing will become a characteristic of successful marketers in 2019 and beyond.” [bctt tweet="#Influencer integration with content marketing will become a characteristic of successful marketers in 2019 and beyond. @leeodden #ContentMarketingTrends" username="toprank"]

 

#10 - Demystified Content Marketing Measurement

 

According to the aforementioned CMI and MarketingProfs benchmarking study, a top challenge for marketers is measuring the performance of content. And this will undoubtedly continue to be a challenge in 2019 and beyond. But that doesn’t mean you can’t overcome barriers. As with any type of measurement, it’ll important for you to determine what your metaphorical ruler will be. The success metrics of an individual piece of content will be different from your content ecosystem as a whole. “The way you measure the success of a blog post, for example, will be different than your metrics for an eBook or product page,” Tiffani Allen, Senior Account Manager at TopRank Marketing said. “Start with your overall goals, then determine how each piece of content fits into those goals, and how you will measure progress.” And as more B2B brands begin to document or refine their content marketing strategies and the associated metrics, even more headway will be made towards utilization of the analytics capabilities of content marketing platforms and analytics tools. “This will allow marketers to go beyond the traditional analytics measures of pageviews, bounce rate and time-on-page,” Tiffani said. “For example, you can employ techniques like heat mapping to determine if there are particular areas of interest, conversion or drop-off within your visitors. Or, integrate your CRM data with your analytics data to track movement of prospects through the funnel.” [bctt tweet="In 2019, more #B2B marketers will be have the strategy in place to go beyond traditional analytics, integrating techniques like heat mapping or #CRM integration to track movement of prospects through the funnel. - @Tiffani_Allen #ContentMarketing" username="toprank"]

 

Ready. Set. Bring it, 2019.

 

The digital landscape is in constant flux. And the form content takes and how it’s delivered is changing. But one thing that will never change is the importance of quality, insightful, and relevant content for informing, engaging, and inspiring your buying audience. “Put your customer first,” Carla Johnson, President of Type A Communications, told us earlier this year. “Creating content that delivers value to them will always align your time, talent and resources with what delivers the best ROI.” What’s your content marketing prediction or trend to watch into 2019? Tell us in the comments section below.

 

The post TopRank Marketing’s Top 10 B2B Content Marketing Trends & Predictions for 2019 appeared first on Online Marketing Blog - TopRank®.

 

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Hi, there. It’s Jake with my monthly report on the progress of Operation Digital Nomad, our attempt to monetize our slow travel blog. We are still (very) well short of our (very) ambitious goal of earning $4000.00 a month. This month’s focus is going to be on Blog Traffic. Normally I cut right to the bottom line and then provide a little analysis, but this month I’m going to start out by telling you follow this link and watch a video of Lisa trying to help us pay our way.

 

Go ahead…

 

I’ll wait…

 

….

 

Ok, that was probably enough time. Now that we’ve drawn inspiration from her work ethic, we can get down to business ourselves. Here it is!

   

Net Income: -$56.74

 

Earnings:

 

Adsense: $1.49

 

Lisa’s Fried Pizza Sales: $0.00

 

Total: $1.49

 

Examining this information we can see that we really ought to do two things. 1: We should diversify our blog income to include more than Adsense. 2: We should explain to Lisa that collecting money is an important part of the food service industry. (If you didn’t get that last joke, then you never watched the video. Go! Watch it now!)

 

Expenses:

 

Cloudflare: (Monthly – Content Delivery Network) $20

 

Professional Photographers of America (Monthly – Trade Association and Camera Insurance): $27.92

 

Amazon S3 (Monthly – Image Hosting): $0.32

 

Adobe Creative Cloud (Monthly – Software Subscription: Photoshop, Lightroom and More): $9.99

 

Total: $58.23

 

As you can see, our blog expenses didn’t change much. For some reason, our image hosting costs went down by ten cents despite the fact that we were hosting more images than ever. I’m not going to argue with that. Because our expenses remained nearly constant, we can actually compare our net income to last month’s fairly easily for once. Our net income improved from -$57.79 to -56.74. Since a penny saved is a penny earned (it’s not – savings have diminishing value) one way to look at this is to say we improved by $1.05.

 

That’s a positive way of looking at it, but an even more positive outlook would be to ignore the expenses and look at the income alone. If the expenses are fixed, then all we really need to focus on is the more flexible income. Last month, the blog earned $0.54 from Adsense. That’s fairly predictable since we essentially took September off from blogging. This month’s gross income of $1.49 is a 276% improvement. Since October was also spent in a pretty relaxing manner – partially because people kept getting sick – this shows that a small change in effort can amount to a bigger change in profit. A slightly less optimistic outlook is to say that we still need to improve by 3908% in order to break even.

 

Improving Our Web Traffic

 

Obviously Adsense by itself isn’t going to bring us to where we need to be (and we’re working on that) but the key to success with any revenue source is going to be blog traffic. Ad banners need eyeballs on them, sponsored posts need readers to get sponsors, and if we want to sell our own products or services, we need people looking around our site to find them.

 

To monitor our web traffic and its impact on Operation Digital Nomad, I use two main sites, both of which are operated by Google.

 

Google Analytics

 

The first, and possibly the most powerful, is Google Analytics. Google Analytics allows me to see how many people view each page of our website, when the view it, and where they came from. This really helps us determine what kind of content our readers find valuable and how it’s being discovered. Here’s a screenshot with a lot of information:

 

It’s not too complicated really. As you can see from the graph we got varying amounts of traffic on different days during October. This particular graph shows the number of pageviews we got. A pageview occurs whenever someone sees a page or a blog post on jakeanddannie.com. It’s safe to say that pages that get more pageviews are more popular and should be emulated in the future. Looking at that jagged line, the first thought I had was “what happened on October 19?” To find out, I can just zero in on that day to see how we got 177 pageviews – substantially more than our monthly average:

 

It turns out October 19th was the day we published Dannie’s blog post, Fixing Our Mindset in Glencoe, Scotland. Looking at the breakdown, you can see that that one blog post received 33 pageviews, which is pretty good, but by itself it doesn’t account for all of those pageviews. To solve the mystery, we’ll have to go a little deeper.

 

A few spaces to the right of the pageview count, we see the bounce rate. The bounce rate is the percent of viewers who see that post and then leave the blog instead of visiting another page. Our normal bounce rate is higher than I’d like it to be, but for that post, it was a respectable 55%. That means that people who read that post went on to read other content. The post, a nice wellbeing piece about working around unsolvable problems isn’t particularly full of links to other pages, which means that the readers went out of their way to find more content on our blog. That’s a big deal! To confirm this, I looked at the behavior flow chart from that day.

 

This first chart shows the people who viewed that post immediately after arriving on our home page, which is why it contains most, but not all, of the 33 page views. As you can see, quite a few of those viewers went on to read another page, and another, and another. I can’t fit it all into one screenshot, but I was able to scroll right and see that one person even viewed 11 pages after reading that post. Good for them! From this data, we can conclude that either that post makes people so interested in our journeys that they feel compelled to keep browsing, or that Dannie’s post attracts the kind of people who are likely to find our blog interesting.

 

In addition to telling you which content is popular, Google Analytics can also tell you where your readers are coming from. Here is a screenshot showing the various ways readers came to our blog last month:

 

This page is displaying sessions instead of pageviews because that is the relevant statistic here. A session occurs when a viewer arrives on our blog and ends when they leave our blog, regardless of how many pages they visit while they are here (but the more the better). In October, a plurality of our sessions were direct, meaning that there was no information about a previous page. Direct viewers either typed our website url in directly, followed a link from an email or text message that didn’t give the needed information, or were untraceable for some other reason. Those viewers are great because they are people who are already interested in us enough to intentionally seek us out.

 

The next largest group came from social pages like Instagram, Facebook, Pinterest, Twitter, etc. Those viewers are great too because they either follow us on social media (this is your queue to click on those links above and follow us right now), or they are friends with someone who follows us and liked our content enough to share it with them. I have to admit that social media is one of the areas we need to improve the most, and it will probably be a big part of next month’s report, unless something really interesting happens in the meantime.

 

The next group that makes up a substantial part of our traffic is called organic traffic. Organic traffic could basically be renamed Search Traffic – in other words, it’s Google, the world’s most popular search engine. Organic traffic is the hardest to get and it might be the most valuable because it is almost entirely new readers who might one day become followers. Also, the more people who find our site through Google searches and find it useful or engaging, the higher Google will rank our site in future searches and the more traffic we’ll get.

 

These viewers also tend to be the most profitable. People search on Google because they have a problem that they need to solve. Sometimes they need information. For example they might want to know the best angles to photograph the Roman Colosseum, or they might want some ideas for a day trip from Avignon France.

 

Referrals are viewers that come to our website from another website. If someone else links to us, their readers can follow that link to find our website. Likewise, when we link to another website our readers can become referral traffic in their Google analytics report. Like organic traffic, referral traffic is very valuable because it brings us new readers and improves our rankings in future searches.

 

This last graph is the most encouraging one I have for you. It compares our traffic sources in October with our traffic sources from September:

 

Though direct traffic still makes up the largest portion of our traffic, the others are gaining, especially organic and referral traffic. As a percentage of our traffic, organic went from 9.1% to 23.7% and referral traffic went from 1.2% to 5%. This bodes very well for the future. Improving organic traffic is the number one key to expanding our readership, which is the number one key to success in Operation Digital Nomad.

 

Google Search Console

 

Speaking of improving organic traffic, the second site that I make great use of is Google Search Console. Since one of the best ways to grow your site is to get new users who find it through Google searches, the Search Console is invaluable. It tells you how many people are finding your site through google searches, which pages they are being directed to, and, to a certain extent, what they searched for to find you.

 

Here is a graph that will explain why Google Analytics showed an improvement in organic traffic:

 

See that? A 119% improvement from 41 to 90 clicks per month. A click is when someone sees one of our pages displayed as a result of a Google search and clicks on it. The solid blue line shows how many clicks we got an a given day in October, and the dotted line represents September. It certainly is nice to see the recent line looking like mountains over last month’s foothills.

 

Here’s another graph showing the number of page impressions. Impressions are the number of times someone did a search on Google and google showed them our page, whether they clicked on it or not. There’s a distinct improvement here too, even if you discount what appears to be an anomalously high point on the 16h. In October, 54% more people saw our content in search results than in September.

 

But why would a 54% improvement in impressions result in a 119% improvement in clicks? The answer has to do with position. Every search engine has to show you search results in order a certain order, starting with which results they think you will find the most useful (actually, they show you ads first, but there’s not much you can do about that, other than buy ads yourself, which we are thinking about testing next month, just for kicks). Think about how often you do a search and wind up clicking on the first result showed to you. Now think about how often you scroll through, click for more results a few times and choose the 100th result. No comparison, right?

 

This graph is a little harder to read, but if you look at the totals in the corner, you can see that our average position improved from 50.6 to 36.1. That means, in addition to showing our posts in its search results more often, Google also displayed them an average of over 14 positions earlier! Of course, being number one is the best, but every improvement makes a difference. And since this is only the average position, that means that some of the results were in fact displayed much earlier – sometimes right near the top.

 

But there’s a lot more to the Search Console than self congratulations. Just like in Google Analytics, you can dig deeper to see which pages did the best, and why. Here is a list of our top performing posts. I juxtaposed the number of clicks with the number of impressions that they got so that we can get into another important statistic, Click Through Rate (CTR).

 

Our top performer here was the home page (represented by “/”), but that’s kind of boring. We’re interested in what content was the most productive. Our most clicked on page from Google searches was our review of the Ergobaby Omni 360. That’s great, because that post has affiliate links, and we make money if someone buys an Ergobaby carrier after clicking on one (now if only someone would do that…). As you can see people saw our post in search results 159 times and clicked on it 6.92% of the time. That’s not bad, and it’s not too surprising either. People who are looking for baby products like to read lot’s of reviews, and our post was clearly a review of a specific product.

 

Another post with a great CTR was 5 Airbnb Tips for Family Travel in Paris. That’s another great post to get visitors to because it has a coupon code that will give the user (and us) discounts on future Airbnb stays. It’s also not surprising that it got clicks because the title is very clear about what the content will provide, and it is likely to show up in very specific searches. Indeed, as you can see below, it is very on topic for the kinds of searches it shows up in.

 

And finally, I want to point out the high click through rate of Off Season Travel in Dubrovnik, Croatia. It has a CTR of over 13%! This post suddenly started doing well in the Fall after getting very little traffic all Summer. Any guesses why? That’s right, all of a sudden people are planning there Winter travel, and they want to know what destinations will be like when they get there. When they do a search for “off season” and “Dubrovnik, Croatia,” our post is likely to show up, especially since it is a less common search and thus there are fewer people targeting it with their writing. It helps that once again, the topic is very specific and useful. Of course, once the off season passes, it’s popularity is likely to drop until next Fall.

 

So the lesson here is that there are three kinds of posts that do well. Posts that are useful. Posts on a specific topic, and posts that have less competition. If they have all three, that’s even better. As a comparison, our post about photographing the Louvre Pyramid gets more impressions than any other post (557 in October), but with only 3 clicks it has a paltry CTR of 0.54%. It has too much competition because lots of people write about the Louvre.

 

And finally, you can also see how your photo’s do when people search Google Images. Because we have a lot of photos on our blog, we get some image traffic as well. The click through rate is much lower because Google Image searches display like a billion images at once, but the volume is so high a few clicks are inevitable. As you can see from this graph of clicks and impressions, the trend is very encouraging. And as you can see from the pages that receive the traffic, it’s once again about timely, specific content.

 

Blog Traffic Conclusions

 

So, while we don’t have as much traffic as we eventually need to, we are improving in the right ways. We are attracting more new viewers to our site through organic and referral traffic, and in turn we have had an increase in ad revenue (albeit a statistically insignificant one).

 

Looking at how well the seasonal blog posts did even inspired us to go back and put out a few more posts about destinations we visited that are likely to be getting seasonal searches soon. Here is a list of the blog posts we published last month in the order of popularity (pageviews received to date):

 

Fixing Our Mindset in Glencoe, Scotland (57 pageviews)

 

Review: The Ergobaby Omni 360 (51 pageviews)

 

Operation Digital Nomad: September, 2017 (45 pageviews)

 

October in Paris with Baby Lisa (37 pageviews)

 

Photographing the Old Man of Storr on Scotland’s Isle of Skye (37 pageviews)

 

Pont Alexandre III in Fall, Rain or Shine (28 pageviews)

 

A Day in Portree on the Isle of Skye (28 pageviews)

 

Photographing the Louvre Pyramid in Fall and Spring (26 pageviews)

 

Farewell to Summer (14 pageviews)

 

Coming Soon on the Blog

 

We have a lot to share about our travels, but our perspective is only a small part of the spectrum of experiences out there. With that in mind, I’ve started reaching out to other travelers, bloggers, and interesting people we’ve gotten to know in the last year. I’ve been conducting interviews with them in their respective areas of expertise, expect those to start showing up on the blog fairly soon.

 

We’re also going to start publishing some of the photos we took in Prague last month. A lot of people have been asking for those and we don’t want to disappoint. We’re in Budapest now, and we’ll try to get to those photos in a more timely manner as well.

 

In the meantime, I want to thank our readers one more time. Every time you check in to see how we’re doing or where we are now, it brings us a little closer to our goal. It makes us feel really nice, too! This is going to be an amazing month, and we can’t wait to share it with you.

 

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The post Operation Digital Nomad: October, 2017 appeared first on Jake and Dannie.

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Để các bài viết trên website của bạn đảm bảo chất lượng, được người dùng và các công cụ tìm kiếm đánh giá cao thì hãy xây dựng các bài viết đạt chuẩn SEO! Bài viết bên dưới sẽ giúp bạn làm được điều đó.

 

1. Bài viết chuẩn SEO là gì

 

Bài viết chuẩn SEO là khái niệm dùng để chỉ những bài viết có nội dung được tối ưu, thể hiện sự thấu hiểu nhu cầu và mong muốn của người tìm kiếm, bên cạnh đó cũng phải đảm bảo về mặt trình bày, đảm bảo việc tối ưu tần suất từ khóa để bài viết có được thứ hạng cao trên trang kết quả của công cụ tìm kiếm.

 

2. 7 bước viết bài chuẩn SEO

 

Bước 1: Nghiên cứu từ khóa chính và từ khóa phụ

 

Muốn xây dựng được nội dung cho bài viết, trước hết chúng ta cần xác định chủ đề của bài viết thông qua các từ khóa.

 

Trong quá trình viết bài, nội dung cần xoay quanh các từ khóa chính và đôi khi xen kẽ bằng các từ khóa phụ – là những từ/ cụm từ có liên quan nhưng khác nhau đôi chút về câu chữ, để khiến bài viết sinh động, tránh lặp từ và phù hợp với từng văn cảnh của bài viết.

 

Từ đó cũng giúp cả người đọc lẫn công cụ tìm kiếm xác định được chủ đề của bài viết, xem có phù hợp với nhu cầu của họ hay không.

 

Vậy làm thế nào để xác định được từ khóa khi bắt đầu viết bài?

 

Thực tế, đây chính là việc bạn đã cần hoàn thành trước khi bước vào chiến dịch Marketing hay SEO của mình.

 

B1: Xác định chủ thể chính của website mà bạn đang muốn tối ưu. Nội dung website bạn mong muốn hướng tới là gì?

 

B2: Nghiên cứu các kiến thức liên quan đến chủ thể đó. Nếu bạn là người chưa có kiến thức chuyên môn thì có thể tham khảo trên các trang công cụ tìm kiếm để hiểu được những khái niệm cơ bản hay những kiến thức có liên quan để phục vụ cho các giai đoạn tiếp theo.

 

B3: Lên danh sách từ khóa: Sau khi nắm được các kiến thức nền tảng, xác định được chủ thể của website, hãy bắt đầu lên danh sách các từ khóa liên quan. Ở giai đoạn này, bạn có thể sử dụng công cụ Ahrefs để tìm các từ khóa chính và phụ.

 

B4: Tiến hành kiểm tra lượng tìm kiếm của từ khóa xem từ khóa đã phù hợp với thị hiếu của người đọc hay chưa, rồi sắp xếp các từ khóa đó theo các nhóm liên quan để xây dựng được bộ từ khóa cho chiến dịch SEO của mình.

 

Ngoài ra, bạn cũng có thể tìm hiểu và tham khảo các bài viết, các trang web thuộc cùng nhóm ngành để có cái nhìn phong phú hơn cho chiến dịch.

 

Ví dụ về nghiên cứu từ khóa cho 2 bài viết đồng hồ thông minh Apple Watch series 5 và Đồng hồ thông minh Samsung watch active

 

Ví dụ: Bạn đang xây dựng trang web bán đồng hồ và muốn tối ưu nó thì chủ thể chính của website sẽ là đồng đồ thông minh, từ đó bạn mở rộng nghiên cứu các từ khóa như ảnh ví dụ.

 

Bước 2: Tìm kiếm tư liệu tham khảo và lên cấu trúc bài viết

 

Sau khi xác định được chủ thể, các từ khóa chính và phụ cho bài viết, hãy tham khảo một số tư liệu liên quan để nắm được các kiến thức cơ bản trước khi viết bằng cách:

 

Đọc các bài viết có liên quan thuộc top đầu (3 đến 5 bài hoặc hơn)

 

Tham khảo các bài viết trong nước và ngoài nước có cùng chủ đề (2 đến 3 bài)

 

Chuẩn bị hình ảnh và video minh họa

 

Tiếp theo hãy xây dựng cấu trúc cho bài viết kết hợp phác thảo nội dung với các phần tương tự như thời đi học với cả ba phần: phần đầu, phần thân và phần cuối:

 

Phần đầu: mang các thông tin giới thiệu, dẫn dắt và khơi gợi về chủ đề của bài viết. Là phần quan trọng nhất, quyết định việc người đọc có tiếp tục với bài viết hay không, do đó phần này cần có nội dung thật sự hấp dẫn và thu hút. Bạn có thể xây dựng nội dung của phần này theo nguyên tắc 5W1H (What – Who – When – Where – Why – How).

 

Phần thân: là phần khung nội dung chi tiết với các sub-heading xoay quanh chủ đề và các từ khóa đã xác định trước đó theo cấu trúc kim tự tháp ngược. Tại đây, hãy dùng các kỹ thuật viết của mình như nêu vấn đề, tạo tranh luận, đưa ra các bằng chứng, kiến thức nền một cách chi tiết và hợp lý. Ngoài ra cũng cần chuẩn bị các hình ảnh, video minh họa phù hợp với bài viết và các mục con của bài để người đọc dễ hiểu, dễ nắm bắt và giải đáp được các thắc mắc của họ.

 

Phần cuối: tổng kết lại về chủ đề của bài viết.

 

Cách lập dàn ý theo mô hình kim tự tháp ngược

 

Sau khi xây dựng được khung bài viết hãy cùng bắt tay vào viết bài.

 

Bước 3: Viết nội dung

 

Trong quá trình viết bài, hãy luôn nhớ rõ chủ đề mà mình đang viết để việc truyền tải thông tin không bị sai lệch, không đáp ứng được nhu cầu đặt ra bạn đầu. Hãy luôn đặt mình vào vị trí của người đọc và đóng vai trò là một chuyên gia để sáng tạo ra những nội dung tuyệt vời.

 

Tùy vào lĩnh vực và đối tượng khách hàng mà bạn cũng cần chọn giọng văn cho phù hợp. Chẳng hạn nếu bạn đang viết blog với tư cách là người chia sẻ kiến thức cá nhân cho mọi người thì nên dùng giọng văn vui vẻ, gần gũi, có thể xưng “mình”, “tôi”, “bạn”. Ngược lại, nếu bạn đang viết các bài viết chuẩn SEO cho các trang khoa học thì cần phải giữ giọng văn khách quan, tránh dùng ngôi thứ nhất trong bài viết.

 

Quan trọng nhất trong một bài viết chuẩn SEO vẫn là phần nội dung. Nội dung phải đảm bảo có giá trị, cung cấp thông tin chính xác, có nguồn gốc rõ ràng nhưng vẫn phải đảm bảo được tính unique, tuyệt đối không copy, sao chép từ các trang khác nếu không muốn bị các trang công cụ tìm kiếm phạt.

 

Khi viết bài, hãy luôn tìm cách để đưa từ khóa chính và phụ vào nội dung. Thông thường mọi người hay dùng cách nhồi từ khóa để mặt độ từ khóa chính đạt khoảng 3% cho phù hợp và đảm bảo không có page trùng lặp từ khóa. Tuy nhiên, để tránh gây nhàm chán cho bài viết, bạn có thể sử dụng các từ đồng nghĩa hay có từ có liên quan theo chủ đề để đưa vào bài viết. Ngoài ra, các từ khóa cũng nên được đặt rải rác ở các phần: Title, SEO title, meta description, heading, URL, link v.v….

 

Bạn cũng có thể sử dụng tối đa các chức năng của công cụ soạn thảo như bôi đậm, in nghiêng hay gạch chân để làm nổi bật các nội dung quan trọng, chú giải hay đặc biệt là với các từ khóa. Định dạng bộ gõ để đánh số thứ tự các mục hay các gạch chấm đầu dòng phân cách ý cũng sẽ giúp người dùng dễ theo dõi và các công cụ tìm kiếm dễ hiểu cấu trúc nội dung của bạn hơn.

 

Hãy cân nhắc tìm kiếm các vị trí có thể chèn thêm link (backlink, internal link, external link) hay các kêu gọi hành động để các link đó phát huy tác dụng đưa người đọc về các bài viết sâu hơn trong website của bạn, góp phần quảng bá cho website.

 

Song song với các nội dung bằng chữ, hãy chèn thêm các hình ảnh/ video minh họa phù hợp để bài viết được sống động và dễ hiểu hơn cho người đọc.

 

Cuối cùng, hãy đảm bảo nội dung của bạn đã được tối ưu khả năng đọc (có thể tham khảo qua plugin Yoast SEO) và tối ưu theo chuẩn SEO.

 

Vậy tối ưu nội dung theo chuẩn SEO là như thế nào? Ta hãy cùng tìm hiểu ở bước tiếp theo.

 

Bước 4: Tối ưu content chuẩn SEO

 

Bài viết chuẩn SEO là bài viết cần đảm bảo tối ưu các yếu tố:

 

Tối ưu URL/ slug

 

URL cần phải rõ ràng cho các công cụ tìm kiếm và người đọc để có thể tối ưu SEO. Để tối ưu Slug/ URL bạn cần phải:

 

Chọn các URL có chứa từ khóa chính với lưu lượng tìm kiếm cao nhất

 

URL nên càng ngắn càng tốt nhưng phải có nghĩa, dễ đọc và khiến người đọc dễ nhớ

 

Nếu muốn thay đổi URL hãy sử dụng 301 redirect URL cũ thành URL mới.

 

VD: bit.ly/3lOVFhh là một URL dễ đọc và khá ngắn để người dùng có thể dễ nhớ

 

Tối ưu Title

 

Mỗi bài đăng chỉ có được một thẻ Title – Tiêu đề duy nhất nên hãy chắc chắn rằng thẻ title của bạn đáp ứng các yêu cầu bên dưới:

 

Title phải ngắn gọn (dưới 60 ký tự) để đảm bảo được hiển thị hoàn toàn trên trang kết quả của công cụ tìm kiếm

 

Phải tóm tắt được nội dung cơ bản của bài viết, không đặt các tiêu đề không liên quan đến nội dung.

 

Nên đưa các từ khóa mục tiêu vào tiêu đề nhưng không được lạm dụng quá nhiều

 

Tối ưu Heading 1 (H1)

 

Mỗi bài viết chỉ nên có một H1 duy nhất, do đó:

 

Không nên để H1 và tiêu đề bài viết giống nhau

 

H1 chỉ nên chứa tối đa 70 ký tự trong đó có chứa từ khóa có lượng tìm kiếm cao thứ 2 và từ khóa này nên đứng đầu H1

 

Nếu đưa số lượng vào H1 thì nên ưu tiên dùng các số lẻ đi kèm với các tính từ có sắc thái mạnh mẽ để tăng CTR

 

VD: 3 cách để tối ưu SEO cho trang thương mại điện tử mới nhất năm 2020

 

Tối ưu Sub-Heading (H2, H3, H4 v.v…)

 

Như đã nói ở phần xây dựng bố cục bài viết, các sub-heading nằm ở phần thân của bài viết. Khi tối ưu SEO ở phần này:

 

Các sub-heading nên làm rõ bố cục và ý nghĩa của bài viết

 

Các H2 hỗ trợ làm rõ nghĩa cho H1, H3 hỗ trợ cho H2, H4 hỗ trợ cho H3 v.v…

 

Các sub-heading cũng nên được in đậm và chèn thêm keywords.

 

Mỗi đoạn văn chứa trong sub-heading không nên chứa quá 300 chữ

 

Nếu bài viết đã có H2 thì phải dùng từ 2 H2 trở lên để đảm bảo tính logic cho bài viết. Tương tự với các H3, H4…

 

Tối ưu meta description

 

Meta description là bản tóm tắt mô tả nội dung của trang web, giúp thu hút người đọc đến với trang của bạn từ trang kết quả của công cụ tìm kiếm.

 

Meta description hiển thị trên trang kết quả tìm kiếm giúp người đọc dễ hình dung được họ sắp nhận được gì khi click vào website

 

Vậy nên:

 

Nội dung ở thẻ meta cần phải ngắn gọn, súc tích, thể hiện được nội dung chính của trang web, thu hút người đọc click vào bài.

 

Để phù hợp với giao diện desktop lẫn thiết bị di động, nội dung thẻ chỉ nên có tối đa 120 ký tự để người truy cập có thể đọc trọn vẹn

 

Nội dung thẻ cũng phải đưa giải pháp đáp ứng nhu cầu mà người đọc đang hướng đến

 

Lưu ý không để quá nhiều từ khóa vào nội dung này.

 

Tối ưu hình ảnh SEO và thống nhất concept design

 

Việc tối ưu hình ảnh thường sẽ góp phần đáng kể trong việc tăng lưu lượng truy cập cho website của bạn:

 

Hình ảnh trong bài viết chuẩn SEO nên ở định dạng .jpg và được đặt tên với keyword không dấu khi đăng tải lên trang web

 

Kích thước của hình ảnh cũng nên được cố định rõ ràng, chất lượng càng sắc nét càng tốt:

 

Cần căn giữa và thêm chú thích cho tất cả các hình ảnh minh họa được chèn vào bài đăng

 

Mỗi bài viết nên có tối thiểu 1 hình ảnh riêng hoặc hình tự thiết kế mang tính đặc trưng của riêng bài viết đó

 

Tuyệt đối không sao chép hình ảnh của đối thủ

 

Số lượng hình ảnh nên tương quan với số lượng chữ trong bài. Cứ mỗi 250 chữ thì nên có một hình ảnh minh họa để người đọc đỡ bị nhàm chán.

 

Chèn keyword vào bài

 

Tuy việc chèn keyword đã được nhắc đến nhiều lần trong bài viết nhưng để có thể tối ưu từ khóa cho bài viết ta cần:

 

Dựa vào danh mục từ khóa đã lập ra ban đầu hãy phân bố từ khóa cho toàn bộ bài viết cho hợp lý và tự nhiên nhất

 

Số lượng từ khóa chính nên xuất hiện nhiều nhất so với các từ khóa còn lại để thực hiện tối ưu SEO.

 

Nên làm nổi bật từ khóa bằng cách in đậm

 

Lượng từ khóa xuất hiện trong bài viết nên chiếm khoảng 1-3% thì sẽ phù hợp nhất cho mỗi bài viết

 

Để kiểm tra xem mật độ từ khóa của bạn đã phù hợp hay chưa, bạn cũng có thể tham khảo các công cụ như Yoast SEO hay SEO Quake. Với Yoast SEO, hãy kiểm tra mục Analysis results phần Keyphrase Density để kiểm tra mật độ từ khóa và điều chỉnh cho phù hợp.

 

Còn với SEO Quake, nếu từ khóa chính đứng đầu danh sách keyword density là thích hợp.

 

Tối ưu internal link

 

Internal link là khái niệm chỉ các liên kết nội bộ được điều hướng qua lại từ các trang ở cùng website. Các liên kết này là một trong những yếu quan trọng ảnh hưởng đến website của bạn.

 

Tối ưu internal link cho bài viết là việc làm cần thiết khi tối ưu content chuẩn SEO

 

Bởi vì những bài viết cũ thường đã có lượng truy cập nhất định, nếu điều hướng tốt đến các bài viết mới trong nội bộ sẽ góp phần tận dụng được truy cập từ người đọc ở những bài viết cũ. Các liên kết nội bộ này cần được:

 

Chèn các từ khóa liên quan đến nội dung bài viết

 

Liên kết với các bài viết có cùng chủ đề trong website của bạn

 

Kết hợp dùng anchor text có từ khóa cụ thể của bài viết

 

Sử dụng tối thiểu 3 liên kết nội bộ trong một bài viết

 

Tối ưu external link

 

Tuy chỉ là các liên kết điều hướng từ website của bạn ra các trang web bên ngoài khác nhưng external link cũng giữ vai trò rất quan trọng trong bài viết chuẩn SEO do đó cũng cần được tối ưu tương tự như internal link. Hãy dùng tối thiểu 1 external link cho bài viết của bạn.

 

Tối ưu CTR

 

Yếu tố quyết định khách hàng có click vào trang của bạn hay không phụ thuộc rất nhiều vào nội dung thể hiện ở trang kết quả tìm kiếm bao gồm Title và meta description. Vậy nên để tối ưu CTR, hãy đảm bảo bạn đã tối ưu Title và Meta description cho bài viết của mình.

 

Tối ưu bounce rate

 

Bên cạnh việc tối ưu tỷ lệ click vào trang của khách hàng bạn cũng cần đảm bảo giảm tỷ lệ thoát trang của người đọc khỏi trang web của bạn. Vậy làm thế nào để thu hút mọi người đọc bài viết của bạn?

 

Hãy xây dựng một bài viết khiến người đọc có cảm xúc mạnh và mong muốn biết được phần còn lại của bài viết:

 

Đầu tiên, đảm bảo bạn nắm được vấn đề của người đọc và chấp nhận vấn đề của họ

 

Sau đó hãy thể hiện rằng bạn có thể giúp vấn đề của họ được khắc phục

 

Cuối cùng, hãy đem đến những điều họ cần qua bài viết

 

Song song đó, hãy luôn giúp người dùng nâng cao trải nghiệm của họ thông qua bố cục bài viết hợp lý, màu sắc, font chữ hài hòa v.v… đảm bảo tốc độ tải trang để không khiến người đọc phải chờ đợi quá lâu.

 

Tất cả những yếu tố trên sẽ góp phần giảm tỷ lệ bounce rate cho trang của bạn.

 

Tối ưu nút social

 

Chèn thêm các nút Social vào bài viết của bạn để kêu gọi mọi người like, share, comment giúp tăng tương tác cho trang.

 

Sử dụng Social share giúp người dùng nhanh chóng chia sẻ bài viết lên mạng xã hội sẽ tối ưu cho SEO

 

Để chèn thêm các nút này, bạn có thể sử dụng chức năng Sumome của WordPress.

 

Tối ưu mobile và tải nhanh

 

Màn hình hiển thị nội dung của bài viết thể hiện trên desktop và mobile thường không giống nhau. Do đó, để người dùng mobile tiếp cận được nội dung một cách thoải mái nhất hãy kiểm tra bài viết của bạn cả trên thiết bị di động.

 

Ngoài ra, để nội dung có thể hiển thị nhanh khi người dùng truy cập bằng Google hay Facebook, hãy dùng Instant Articles Facebook Plugin hoặc Google AMP Plugin trên WordPress.

 

Tạo backlink

 

Backlink không chỉ góp phần làm đa dạng thông tin trên bài viết của bạn mà cũng giúp tăng lưu lượng truy cập cho các trang mà bạn điều hướng đến và góp phần giúp bài viết của bạn đạt thêm được một tiêu chuẩn SEO.

 

Tạo CTA cho bài viết

 

Nếu muốn người đọc thực hiện các hành động mà bạn muốn, hãy thêm cả lời kêu gọi hành động trên trang của mình.

 

Tạo mục comment cho bài viết

 

Tâm lý của người dùng thường hay tin vào những người đã từng trải nghiệm sản phẩm/ dịch vụ trước đó, do đó để bài viết đạt chuẩn hơn, hãy chèn thêm mục comment cho bài viết của bạn để những người từng sử dụng dịch vụ/ sản phẩm của bạn có thể chia sẻ trải nghiệm của mình.

 

Tối ưu khả năng đọc

 

Cuối cùng, sử dụng plugin Yoast SEO để kiểm tra lại toàn bộ bài viết của bạn xem nội dung đã phù hợp, đã dễ đọc hay chưa.

 

Đối với mỗi đoạn văn dài trên 4 hàng, hãy tìm cách xuống dòng hoặc sử dụng các gạch đầu dòng để tách đoạn ra cho người dùng dễ đọc hơn.

 

Bước 5: Đăng bài viết lên website

 

Sau khi hoàn tất nội dung của bài viết, trước khi đăng bài hãy kiểm tra, rà soát lại lỗi chính tả một lần nữa. Đừng để toàn bộ nội dung của bạn bị ảnh hưởng chỉ vì vài lỗi chính tả cơ bản. Bài viết của bạn dù có hay như thế nào đi nữa cũng sẽ khiến khách hàng khó chịu hoặc đánh giá sai nếu mắc phải sai lầm nhỏ đó.

 

Sau khi tự mình kiểm tra, đọc đi đọc lại nhiều lần, hãy nhờ người khác đọc lại một lần nữa giúp mình. Thêm một góp ý, thêm một đánh giá cũng giúp cho bài viết của bạn hoàn thiện hơn rất nhiều.

 

Sau cùng, đọc lại bài viết có cùng chủ đề của đối thủ để tìm cách tối ưu lần cuối cùng sau đó hãy đăng bài!

 

Bước 6: Quảng bá bài viết đến các kênh mạng xã hội

 

Để bài đăng tiếp cận được với người đọc, hãy quảng bá bài viết của bạn trên các trang mạng xã hội. Chia nhỏ nội dung của bạn ra để tiếp thị trên các kênh khác nhau để góp phần thu hút nhiều người đọc hơn, góp phần tăng tỷ lệ tương tác và truy cập vào trang của bạn.

 

Chia sẻ bài viết blog trên Facebook thông qua một bài post nhỏ

 

Việc quảng bá nội dung không đòi hỏi bạn phải liên tục tạo ra nội dung mới, bạn có thể tận dụng nội dung của mình để làm dàn ý cho nội dung ở các nền tảng khác. Ví dụ: lấy nội dung đăng trên website làm kịch bản cho video trên kênh youtube của bạn v.v…

 

Trong khi quảng bá các bài viết, hãy tìm cách làm mới nội dung cũ của bạn bằng cách chỉnh sửa nội dung đối với người đọc cũ hoặc chia sẻ nội dung với những người đọc mới.

 

Không ngừng làm mới và quảng bá các bài viết của bạn để lưu lượng truy cập đến trang web ngày càng nhiều và giá trị thương hiệu ngày càng tăng.

 

Bước 7: Theo dõi chỉ số và tối ưu bài viết để tăng tương tác từ người dùng

 

Hãy liên tục theo dõi các bài viết của bạn để cải thiện những điểm chưa tốt. Có thể sử dụng các công cụ hỗ trợ như:

 

Google Analytics: giúp phân tích thời gian đọc bài của người dùng, tỷ lệ bounce rate để biết nội dung của bạn có được quan tâm hay không

   

Crazyegg: cho bạn biết biết nội dung thường được tương tác trên trang

 

MouseFlow: giúp ghi lại hoạt động của những người truy cập, cung cấp heatmap về lượt click, di chuyển và mức độ chú ý của người truy cập với website.

 

Mouse flow

   

Bước 8: Luôn chú ý feedback và comment từ người dùng

 

Chúng ta luôn đề cập đến việc phải tạo ra những nội dung có giá trị và hữu ích cho người dùng. Do đó một phần thiết yếu trong quá trình sáng tạo nội dung là thu thập được thông tin đầu vào từ người dùng thông qua các đánh giá hoặc khảo sát về họ

 

Hãy luôn chú ý đến những phản hồi và đánh giá của khách hàng về bài viết để biết được suy nghĩ và cảm nhận của họ về nội dung của bạn.

 

Thực hiện các khảo sát để biết về những nội dung mà họ quan tâm, những sản phẩm mà họ thích, xu hướng mà họ đang theo dõi để có các đề xuất cho những nội dung mà bạn sẽ sáng tạo trong tương lai. Từ đó có được những nội dung ngày càng phong phú và đáp ứng được nhu cầu của người dùng.

 

3. Kết luận

 

Để có được một bài viết tốt hãy luôn chú trọng vào nội dung của bạn, nhưng để có một bài viết chuẩn SEO, nhanh chóng tiếp cận được với người đọc và đạt được nhiều lưu lượng truy cập hãy đảm bảo bài viết của bạn được xây dựng theo một lộ trình bài bản như bài viết bên trên.

 

Mong rằng nội dung của bài viết này sẽ mang lại nhiều giá trị trong chiến dịch SEO của bạn.

 

Bài viết Bài viết chuẩn SEO là gì? Cách viết bài chuẩn SEO mới nhất 2020 thuộc quyền sở hữu của FIEX Marketing - được viết bởi Thu Ho.

 

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SEO changes incredibly quickly, and if you’re not full-time digital marketer, it can be hard to keep up.

 

Because things have changed so much in such a short time, there are a lot of ideas still floating around that aren’t actually up to date.

 

It’s very common for business owners and internet entrepreneurs to have at least a few inaccurate misconceptions about how SEO works in 2017, and about what you need to do to succeed.

 

In this post, I’m going to cover some of the most common SEO myths I’ve run across. I often talk to prospective clients who hold these misconceptions. Most of them are based on outdated SEO tactics that no longer work. This makes sense, considering that what worked in 2013 is often woefully ineffective today.

 

There are also misconceptions based on misinterpretations of how and why SEO has changed. Google’s algorithms may have gotten a lot smarter about shady backlinks, and content may be more important than ever, but backlinks still matter.

 

You still need an SEO strategy, even though today’s SEO is a lot more focused on quality content and on providing value to the user.

 

Here are 20 of the top SEO myths and misconceptions, fully debunked.

   

Myth #1: Don’t worry about SEO, just make great content.

 

This misconception is a very modern one. Content marketing is here to stay, and content is also important for SEO.

 

What Google is actually trying to do is to provide the best results for any given search query, creating a better user experience. No one wants to search for something, then fail to find anything that actually answers their questions.

 

Pages that rank in Google have awesome content. But there’s more to it than that. You can’t ignore SEO completely, then expect to get any organic traffic.

 

Now, I do want to point out that organic search traffic may not be super important for every single business out there.

 

There are plenty of websites that drive traffic primarily through other channels like PPC, paid Facebook ads, or display ads on other websites. But it’s probably safe to say that for most websites, focusing on SEO is definitely worthwhile.

   

Myth #2: “I need to use exact match keywords in my content.”

 

There was definitely a time when this was true, but as Google has become more sophisticated, it’s no longer an issue. Recent technical developments, like latent semantic indexing, have helped the search engine gain a better understanding of context and relevance.

 

While it still can’t read your content exactly as a human being could, Google can understand that, for example, “digital marketing” and “web marketing” are different terms for the same thing.

 

This is actually great news for content creators. It means you don’t need to shoehorn awkward keywords like “how do I remove mold from my roof” into your writing a million times. You can write more naturally, which is much better for your readers.

   

Myth #3: “Meta descriptions are really important for SEO.”

 

You know that little snippet of text underneath each link in the Google search results? That’s called a meta description.

 

If you don’t create a designated meta description, Google will automatically generate one from the first few sentences of your content.

 

You can use SEO plugins for WordPress, like Yoast and All-in-One SEO, to customise the meta description, as well as the meta title, that will show up in Google’s search results.

 

In the past, meta descriptions really were a ranking factor. It was important to optimise these snippets of text for your target keyword. But this actually hasn’t been true since 2009.

 

But, this doesn’t mean you shouldn’t write a good meta description. It may not matter to Google’s algorithms, but it does matter to the humans who see your website on the first page.

 

You should craft the meta description for people, not machines.

   

Myth #4: “Keyword optimisation is the most important part of SEO.”

 

This is another thing that used to be true, but isn’t anymore. It used to be that to win at SEO, you needed to heavily optimise for your exact target keyword. We used to do things like create separate 500-word posts or pages for similar keywords like “dentist in Bristol” versus “dental practice in Bristol,” because these really were two separate queries.

   

But as Google has gotten better at recognising context, keyword topics that are related to one another can still come up for searches that aren’t an exact match. This is good, because it means you can optimise for your human readers instead. You’re free to use synonyms and related terms to make the content read more naturally.

   

Myth #5: “Link building is no longer important for SEO.”

 

Link building today is a lot different from what it was like in the past, but this myth couldn’t be further from the truth. Links are still a huge part of how Google decides what sites to show on the first page.

   

Getting good backlinks is a time-consuming process, and it’s definitely not cheap or free. But unless you’re trying to rank for an incredibly low-competition keyword, it’s one of the most important parts of SEO.

     

Myth #6: “More pages will help my website rank better.”

 

There are sites out there that rank high for their target keywords, despite having only a few pages of content. Quality is much more important than quantity when it comes to SEO.

 

Create pages if they add value to your site, but their mere existence isn’t going to help your site rank.

 

It is true that Google does favor “fresh content” and relatively recent updates. This is where your blog comes in. You don’t have to post every day but a blog is a great way to keep adding new content to your site without creating clutter.

   

Myth #7: “I need as much content as possible on my homepage.”

 

One of the big developments in SEO in the last couple of years has been a move toward longer, more in-depth content. It used to be that 500 words was the gold standard for a blog post, and we’d create quite a few articles and post frequently.

 

But in early 2016, Brian Dean of Backlinko found that the pages that ranked first in Google tended to be closer to 2,000 words.

 

This makes sense. Not only is Google better at picking up on context and intent — eliminating the need for tons of separate posts and pages for related keywords — but longer content usually provides more value.

 

But with all of that said, none of this means that you need to fill up your homepage with 3,000 words of text.

 

Think of your homepage as a doorway into the rest of your website. When someone goes there, they probably want to navigate somewhere else on your site, like the Services page or the Pricing page.

 

No one’s pulling up your homepage to read paragraph after paragraph of exhaustive text content.

 

Focus on how your users are going to approach your site. In many cases, simplicity creates a better homepage user experience.

   

Myth #8: “I should focus exclusively on building more links, not on creating more content.”

 

Both content and links are vital to SEO, but without good content, what exactly are people going to link to? You really do need to put time and resources into content creation.

 

Remember that Google cares more about the quality of your backlinks than the quantity. One killer link from a high authority, respected website could mean a lot more for you than dozens of links that are easy to get.

 

Content isn’t just for SEO, either. It’s a part of inbound marketing as a whole — this means attracting people to your site with content they want to see. Creating blog posts, web pages, social media posts, and guest posts on other websites can all help you attract potential customers and build consumer trust.

   

Myth #9: “I don’t need to worry about optimising my images.”

 

Whenever you embed an image on your website, you can optimize it for SEO by using an HTML attribute called an alt tag. Alt tags are what search engines will see, since they’re not sophisticated enough quite yet to view pictures like a human would.

 

Adding alt tags to your images is super simple, especially in WordPress. For example, if you’re a plumbing company and you have a stock picture of your employees on your homepage, you may want to add something like “bob’s plumbing company team” as the alt text.

   

Myth #10: “I don’t need to be concerned about optimising for mobile.”

 

There’s no way around it: optimising for mobile is a ranking factor that Google does take into account. If your site isn’t mobile friendly, it could be harmful for your SEO.

 

Keep in mind that people are using their smartphones and tablets more often than ever before. For some people, their phone might even be the primary way that they access the internet.

 

Mobile internet use overtook desktop use back in 2016, and this trend shows no signs of slowing down. Your website needs to be as easy to use on mobile as it is on a desktop or laptop computer.

 

If you’re not quite sure, Google offers a mobile friendly test tool that can help you figure out whether your website qualifies as “mobile friendly.”

     

Myth #12: “I need to manually submit my website to Google.”

 

If your website is brand new, you can submit your URL to Google to be indexed. But as long as your technical on-page SEO is sound, Google’s crawlers will find and index your site just fine.

   

Myth #13: “Having a secure website isn’t essential.”

 

Ever notice how some sites start with “http://”, while others start with “https://”? You may also have noticed that the latter has become increasingly common.

 

That little “s” basically means that the user’s connection to the website is encrypted by something called a Secure Sockets Layer (SSL). This prevents anyone malicious from intercepting your data.

 

In September 2016, Google announced that its Chrome browser would flag websites as unsafe if they didn’t start with “https://”.

 

Ever pull up a website on your browser, only to get a notification page that says it might not be safe? Chances are, you clicked on the “Back to Safety” option, rather than proceeding to the website.

 

If your site isn’t using SSL encryption, you could end up with a higher bounce rate. The good news is that you can get an SSL certificate easily, either for free or for a small fee.

   

Myth #14: “The goal of SEO is to get the #1 position on the first page.”

 

While it’s true that getting onto the first page for your target keywords is part of the goal of SEO, it doesn’t actually matter all that much if you’re number one or not. Just being in the top ten, which display on the first page, can cause your organic search traffic to skyrocket.

 

Think about it: when you do a Google search, you don’t just click the first result, and nothing else. You probably open a couple different links in new tabs, to find all of the information you need.

 

Plus, Google’s been adding more and more features at the top of the page that help the user avoid leaving the Google Search results page at all.

 

You may be familiar with the Answer Box you’ll get for certain queries.

 

There’s also what’s colloquially known as the “map pack,” for local searches related to brick and mortar businesses.

 

So even if you ignore the PPC ads at the top of the page, being in the #1 slot on Page 1 doesn’t even mean that your website is the first thing on the page, or that users don’t have to scroll down to find it.

   

Myth #15: “SEO is something I can let my IT guys handle.”

 

I must admit I haven’t run into this one yet in real life, but I’ve heard about it from other SEO professionals on multiple occasions.

 

Because SEO is related to computers and technology, some business owners do assume that it’s a task for the same IT workers who handle their servers or fix faulty desktops in the office.

 

It’s actually not. Now, it is true that you’ll find freelance web designers and web developers who offer basic SEO services — mostly technical optimisation — when you hire them to create a new website for you. It also works the other way: agencies and independent consultants specialising in SEO usually also offer web development services. So there’s some overlap there.

 

But these things aren’t quite IT, per se. The IT contractor who fixes your frozen office laptop may know very little about SEO, and even about web development. “Computer stuff” covers a very broad range of occupations and specialties.

   

Myth #16: SEO just isn’t working for me, so it probably never will.

 

While SEO isn’t the primary source of traffic for every website, it can work in the vast majority of cases. If you’re handling your own SEO and you’re not seeing results, keep in mind that these things take time.

 

This is especially true if your site is brand new. Although Google has never confirmed or denied its existence, many people have experienced a phenomenon called the “Google sandbox.”

 

What this means is that it’s possible that Google might filter your website for the first six months or so, putting it on a sort of “probation” that can prevent you from ranking.

 

If it’s real, the idea behind it would be to prevent spam sites that use the “rank and bank” approach. These sites use black hat tactics to rank quickly but temporarily for profitable keywords, collect their money, then rinse and repeat when Google brings down the hammer.

 

Even if the Google Sandbox isn’t a real phenomenon, SEO is still a long term game. It takes time, effort, and in most cases, money. But over time, the results can be well worth the wait.

   

Myth #17: “Google will penalise my website for duplicate content.”

 

This is a really common misconception about SEO. In truth, duplicate content will never result in an outright penalty. Google has confirmed this numerous times.

 

What Google actually does is simply ignore and disregard duplicate content. So if you’ve plagiarised all your website’s content from elsewhere, don’t expect to rank.

 

But it’s perfectly natural to have a few instances of duplicate text here and there. Don’t stress about it.

 

If you’re not sure whether two pages are too similar to one another, try running them through Copyscape.

   

Myth #18: “Local SEO is just like national SEO.”

 

Local SEO does involve some factors and strategies that aren’t present when you’re doing a nationwide or international SEO campaign.

 

Simply having a website isn’t enough. You also need a verified Google+ My Business Page, one of the few instances where social media has a direct effect on SEO. With local, our big goal is generally to help get you into the “map pack” at the top, which gets the most clickthroughs and, on your end of things, the most sales.

 

In 2014, Google introduced a new algorithm for local search, called the Google Pigeon update.

 

It improved the distance and location parameters for local searches, making it more convenient for people to find services near them.

 

So local SEO does involve a distinct set of concerns that make it a different subset of search engine marketing than national SEO.

   

Myth #19: “I can have bad sites linking to me, without getting caught by Google.”

 

Most Google penalties are algorithmic, although they also issue manual penalties after your site is reviewed by humans. For that reason, it’s better to just play it safe.

 

Recently, the release of the Penguin 4.0 update changed the way Google handles bad backlinks.

 

This means it’s easier to recover from a penalty if you’re targeted by negative SEO, a blackhat tactic where someone sends bad links to a competitor’s site. After all, mistakes happen.

 

But with that said, your own SEO strategy should stick to whitehat techniques, along with the occasional “greyhat” tactics. PR, journalist outreach, guest posts, legitimate directory links, and other whitehat approaches to link building work well, and they will most likely stand the test of time.

   

Myth #20: “SEO services are nothing but snake oil.”

 

I’ve come across this one, and honestly, it kind of saddens me that scammers and spammy SEO companies have tainted people’s conception of SEO services.

 

There are bad SEO services out there. Those spam emails from overseas countries that offer to make you rank #1 for $150 a month are a perfect example.

 

There are also people out there doing freelance SEO consulting who have really good intentions, but who don’t understand modern SEO best practices nearly as well as they think they do. This happens because freelance SEO work has a low barrier to entry.

 

There’s no degree or certification, so anyone can label themselves an SEO specialist and start selling services to clients. This factor can complicate things quite a bit, especially if you’re using platforms like Upwork to try to find a freelance SEO consultant.

   

Saying Goodbye to SEO Myths

 

SEO is ever-changing, and over time, former truths become myths, and best practices become spammy and blackhat. If you’re not up to date, it’s easy to have a lot of misconceptions about what works and what doesn’t.

 

If you’re handling your own SEO for your website, the best thing you can do is educate yourself.

 

Fortunately, there are a ton of great resources out there that you can use to brush up on what’s current in the world of SEO.

 

If you’ve still got some questions, feel free to reach out to me at Finetune Digital. we offer free consultations, and I’m always happy to help you out by answering your questions and pointing you in the right direction.

 

The post 25 Common SEO Myths Debunked appeared first on Fine Tune Digital.

 

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Nội dung trên website chất lượng và hữu ích nhưng khách truy cập lại thoát ra nhanh chóng mà không có bất cứ hành động nào. Điều này dẫn đến việc bounce rate tăng một cách chóng mặt.

 

Vấn đề gì đang xảy ra với website của bạn?

 

Cùng tìm hiểu về định nghĩa bounce rate và những nguyên nhân cũng như cách khắc phục để tối ưu tỷ lệ thoát ngay nhé!

 

Bounce rate là gì?

 

Bounce rate (tỷ lệ thoát) là tỷ lệ số lượt truy cập duy nhất trên tổng số lượt truy cập web.

 

Lượt truy cập duy nhất được tính là những lượt truy cập vào website nhưng không thực hiện bất kỳ hành động nào, như nhấp vào link hoặc điền vào các biểu mẫu hoặc đặt hàng, … và sau đó thoát ra khỏi website.

 

VD: có 100 người truy cập trang web của bạn, nhưng 30 người trong số họ thoát ra khỏi website mà không click thêm bất cứ mục nào trên trang. Vậy bounce rate của website là 30%

 

Vì sao bounce rate quan trọng?

 

Khi người dùng thoát khỏi website của bạn nghĩa là không tạo ra chuyển đổi. Vì vậy, bạn phải suy nghĩ làm sao để khắc phục tình trạng này để có thể tăng tỷ lệ chuyển đổi của website.

 

Bounce rate có thể được xem là một trong những yếu tố ảnh hưởng đến việc xếp hạng của Google. Trên thực tế, bounce rate có tương quan chặt chẽ với kết quả xếp hạng trang đầu tiên của Google.

 

Bounce rate cao có nghĩa là website hoặc nội dung của bạn đang có vấn đề hoặc chưa đáp ứng được nhu cầu của người dùng.

 

Xem bounce rate ở đâu?

 

Trong giao diện Google Analytics, bạn vào mục Đối tượng > Tổng quan và xem Tỷ lệ thoát.

 

Phân biệt bounce rate và exit rate:

 

Rất nhiều người nhầm lẫn giữa exit rate và bounce rate. Vì cả 2 đều là tỷ lệ thoát trang.

 

Có thể nói, Exit rate khá tương đồng với Bounce rate, chỉ có vài điểm khác biệt như sau:

 

Bounce rate là tỷ lệ phần trăm số người truy cập duy nhất vào website và thoát ra mà không có hành động gì

 

Exit rate là tỷ lệ phần trăm số người rời khỏi một trang cụ thể.

 

Cùng xem xét ví dụ dưới đây:

 

Phân biệt Bounce rate và Exit rate

 

Trường hợp 1: Người dùng từ giao diện Google truy cập vào trang chủ của một website. Và họ nhấn nút quay lại của trình duyệt chỉ sau vài giây. Đó chính là trường hợp làm tăng bounce rate và exit rate trên trang chủ.

 

Trường hợp 2: Người dùng từ Google truy cập vào trang chủ của website. Sau đó, họ click vào trang liên hệ. Sau Khi xem thông tin trang liên hệ, họ lướt qua trang sản phẩm rồi đóng trình duyệt mà không tiếp tục xem những trang khác. Ví dụ này cho thấy người này đã rời khỏi website của bạn trên trang sản phẩm nên sẽ làm tăng exit rate của trang sản phẩm trên Google Analytics. Tuy nhiên, trong trường hợp này vì người dùng đã thực hiện hành động (click qua các trang khác) nên bounce rate sẽ không được tính.

 

Và nếu một trang nào đó trên website của bạn có exit rate siêu cao thì bạn phải khắc phục trang đó ngay.

 

Google Analytics tính bounce rate như thế nào?

 

Điều đầu tiên, chúng ta cần hiểu được Google Analytics thống kê bounce rate như thế nào. Công thức được Google Analytics áp dụng tính bounce rate :

 

a) Bounce rate của một trang

 

Là tổng số lượt truy cập duy nhất trên trang chia cho tổng số lượt truy cập trang trong một thời gian nhất định.

 

b) Bounce rate của một website

 

Là tổng số lượt truy cập duy nhất trên tất cả các trang chia cho tổng số lượt truy cập trên tất cả các trang của website trong một thời gian nhất định

 

Các trường hợp đặc biệt Lượt truy cập duy nhất không được tính là bounce rate:

 

Trên thực tế, để có thể truyền dữ liệu về “lượt truy cập duy nhất”, website sử dụng các đoạn mã Javascript truyền dữ liệu đến máy chủ Google Analytics thông qua việc yêu cầu một mã GIF ẩn.

 

Với mỗi hoạt động của người dùng trên trang, một mã GIF sẽ được kích hoạt để lưu thông tin và gửi về Google Analytics. Và lượt thoát sẽ được tính khi phiên truy cập của người dùng chỉ kích hoạt một mã GIF duy nhất.

 

Đó chính là lý do vì sao nếu như có 2 mã GIF được kích hoạt thì dù người dùng có truy cập vào 1 trang duy nhất rồi thoát ra thì đó không được tính là lượt thoát trang.

 

Dưới đây, tôi có liệt kê các trường hợp đặc biệt như trên:

 

Event tracking

 

Người dùng truy cập website và nhấn vào một phần tử nào đó trên website được theo dõi bởi Event Tracking Code, rồi thoát ra hẳn.

 

Ví dụ như ai đó một trang bất kỳ trên website và click vào để xem video (video được theo dõi thông qua event tracking code). Sau đó, họ không vào thêm trang nào khác.

 

Google không tính trường hợp trên là một lần thoát vì có 2 GIF request được đề xuất trong cùng một phiên. Một cái được Google Analytics theo dõi để gửi vào dữ liệu tổng quan, cái còn lại được event tracking code theo dõi để đếm số lượng nhấn vào xem video.

 

Cài event tracking code giúp bounce rate của trang hoặc website giảm đáng kể.

 

Social interaction tracking

 

Khi người dùng xem bài viết và sau đó nhấn nút Share rồi thoát khỏi trang của bạn.

 

Google không tính lượt truy cập này là một thoát trang. Bởi vì có 2 GIF request được thực hiện trong cùng một phiên. Một do Google Analytics kích hoạt và một được kích hoạt bởi các tracking bởi các trang mạng xã hội.

 

Event tracking tự động

 

Khi vào website và video tự động chiếu.

 

Event Tracking Code được gắn trên video này do đó. Khi video được chiếu tự động, lúc này có 2 GIF request được thực hiện. Một bởi Google Analytic và một bởi event tracking code.

 

Trùng nhiều GATC trên trang web

 

Nếu website chứa nhiều GATC (Google Analytics Tracking Code – mã theo dõi của Google Analytics) giống nhau thì có ít nhất 2 GIF request được kích hoạt đồng thời khi người dùng truy cập trang.

 

Do đó, bạn phải đảm bảo rằng chỉ có một GATC duy nhất trên trang của mình.

 

Bounce rate bao nhiêu là tốt? 10 yếu tố ảnh hưởng đến bounce rate của website:

 

Rất nhiều marketer thắc mắc: Bounce rate cao có phải là xấu? và Bounce rate bao nhiêu là tốt?

 

Điều đó còn phụ thuộc vào rất nhiều yếu tố. Sự thật rằng không có một con số cụ thể cho chỉ số bounce rate.

 

Nếu sự thành công của website phụ thuộc vào việc người dùng có xem nhiều trang hay không, thì bounce rate cao là không tốt.

 

Ví dụ như trang chủ của bạn là trang đầu tiên người dùng lướt qua trước khi truy cập vào những trang còn lại (ví dụ như tin tức, sản phẩm, quy trình,…) và tỷ lệ người dùng chỉ xem mỗi trang chủ của bạn rồi thoát ra, điều này gây bất lợi cho bạn.

 

Mặt khác, nếu bạn có website và chỉ có duy nhất 1 trang landing page thì bounce rate cao lại là chuyện bình thường.

 

Chính vì vậy mà việc tham khảo chỉ số bounce rate của một website khác rồi so sánh với web mình có thể sẽ không giúp ích được gì nhiều cho bạn đâu.

 

Ngay trong phần này, tôi sẽ mang đến cho bạn 10 yếu tố quyết định và ảnh hưởng đến tỷ lệ thoát trang của website. Các thông tin dưới đây sẽ giúp ích rất nhiều khi bạn cần tối ưu chỉ số bounce rate cho web.

 

1. Mục đích / hành vi của người dùng

 

Hành vi của người dùng ở mỗi giai đoạn trong phễu marketing sẽ khác nhau.

 

Ở giai đoạn đầu phễu (top of funnel) khi người dùng mới tìm hiểu về bạn, nếu trang của bạn không đáp ứng được truy vấn của người dùng thì họ sẽ thoát ra ngay.

 

Tuy nhiên, đến giai đoạn cuối phễu (bottom of funnel), nếu người dùng đã tìm thấy thông tin mà họ cần trên trang của bạn rồi thì họ cũng sẽ thoát trang. Đến lúc này, bounce rate cao lại mang ý nghĩa tích cực.

 

Chẳng hạn như khi bạn truy cập vào trang liên hệ để xem số hotline của họ. Khi đã có số điện thoại rồi, bạn sẽ thoát website.

 

2. Loại website

 

Các loại website khác nhau thì có bounce rate khác nhau.

 

Ví dụ:

 

Nếu website của bạn là một blog thì người dùng vào và đọc thông tin rồi thoát ra dẫn đến bounce rate cao (khoảng 50 – 70%)

 

Nhưng website dạng e-commerce kinh doanh nhiều mặt hàng thì bounce rate sẽ rơi vào 30 – 45%.

 

Thậm chí là nếu website của bạn chỉ có 1 trang duy nhất thì chắc chắn bounce rate là 100%. Vì lúc này người dùng cũng chỉ có 1 trang để truy cập.

 

3. Loại trang đích

 

Như ví dụ ở trên, nếu người dùng click vào phần “liên hệ với chúng tôi” thì rất có thể họ đang tìm kiếm thông tin liên hệ. Sau khi có được thông tin cần thì khả năng cao là họ sẽ thoát ra khỏi trang. Do đó,bounce rate của website sẽ cao

 

4. Chất lượng của trang đích

 

Nội dung đóng vai trò quan trọng trong việc thu hút người dùng. Nếu trang đích không hấp dẫn về mặt hình ảnh lẫn nội dung, và dường như người dùng sẽ đánh giá đó là một website spam. Họ sẽ có xu hướng thoát khỏi trang ngay lập tức sau khi click vào. Điều này khiến bounce rate sẽ cao.

 

5. Loại nội dung

 

Khi tìm thấy nội dung yêu thích nhưng người dùng không có thời gian để xem. Họ sẵn sàng đánh dấu trang và quay lại website của bạn để đọc thông tin khi có thời gian rảnh rỗi. Lúc này, dù nội dung của bạn có hay đến đâu thì bounce rate vẫn sẽ cao vì đơn giản, người dùng chưa chuẩn bị tâm lý để đọc nó!

 

6. Loại hình kinh doanh

 

Một số ngành, như ngành xuất bản, bounce rate cao (70% trở lên) được xem là bình thường. Trong khi đó, các ngành tiêu dùng nhanh, mỹ phẩm, … bounce rate trên mức 60% được xem là đáng báo động.

 

7. Chất lượng traffic

 

Nếu bạn đang nhận sai loại traffic trên website của mình, chẳng hạn như lưu lượng truy cập không phải là đối tượng mục tiêu của bạn, thì tỷ lệ thoát sẽ cao.

 

8. Loại kênh tiếp thị

 

Các kênh marketing khác nhau sẽ mang lại chất lượng traffic khác nhau, từ đó tỷ lệ thoát cũng sẽ khác nhau.

 

Ví dụ như tỷ lệ thoát của traffic đến từ các trang mạng xã hội thường cao hơn so với nguồn Organic.

 

9. Kiểu khách truy cập

 

Thông thường người dùng mới thường xuyên rời website của bạn hơn là những khách truy cập quay lại. Bởi vì họ không quen thuộc với thương hiệu của bạn.

 

10. Loại thiết bị

 

Bounce rate khác nhau giữa các thiết bị. Ví dụ nếu website của bạn không thân thiện với thiết bị di động thì traffic trên thiết bị di động vào website của bạn sẽ có bounce rate cao.

 

Làm sao để giảm Bounce rate?

 

Bước 1: Xác định nguyên nhân tỷ lệ thoát cao

 

Khi nhắc đến việc đo lường bounce rate thì Google Analytics là lựa chọn tuyệt vời. Bạn có thể theo dõi tỷ lệ thoát tổng thể của toàn bộ website cũng như cho từng trang riêng biệt.

 

Tuy nhiên, bạn cần phân tích sâu hơn để biết chính xác vì sao khách truy cập lại thoát ra. Kiểm tra bounce rate từ các góc độ khác nhau trên các báo cáo:

 

Audience overview (Tổng quan về đối tượng) để kiểm tra tỷ lệ thoát tổng thể của website

 

Channels Report (Báo cáo theo kênh) theo dõi tỷ lệ thoát cho từng kênh marketing hoạt động

 

All traffic report (Báo cáo lượng traffic) cho phép bạn so sánh tỷ lệ thoát cho từng nguồn / phương tiện

 

All pages report (Báo cáo tất cả các trang) cung cấp cho bạn chi tiết về tỷ lệ thoát của các trang riêng lẻ

 

Ngoài ra, hãy xem thêm những báo cáo khác trên Google Analytics để hiểu rõ thêm về bounce rate.

 

Cùng điểm qua 5 điểm cần lưu ý khi kiểm tra bounce rate

 

So sánh bounce rate tại những khoảng thời gian khác nhau.

 

Chọn khoảng thời gian mà bạn muốn so sánh và xem bounce rate thay đổi như thế nào theo thời gian.

 

Điều này khá là hữu ích khi bạn thay đổi một phần quan trọng trong website hoặc nội dung nào đó. Nhờ đó có thể đo lường những thay đổi đó ảnh hưởng đến bounce rate như thế nào.

 

Bounce rate là một chỉ số quan trọng nhưng nó không phải là tất cả. Nhưng nếu bounce rate quá cao thì bạn nên tìm hiểu sâu hơn và xác định xem website đang gặp vấn đề gì hoặc cần sửa chữa một phần nào đó.

 

Kiểm tra các khu vực như kênh của bạn, nguồn mang lại traffic, người dùng và thậm chí là mỗi một trang riêng lẻ. Điều này sẽ giúp bạn sớm phát hiện sự cố và khắc phục lập tức.

 

Kiểm tra bounce rate trên từng kênh tiếp thị

 

Báo cáo Chuyển đổi thể hiện bounce rate trên từng kênh tiếp thị.

 

Nó cho bạn biết kênh tiếp thị nào mang lại lượng traffic chất lượng nhất. Ví dụ lượng truy cập vào website của bạn từ một kênh khác tăng có bounce rate thấp nhất là 22,09%. Điều đó có nghĩa là người dùng đến từ kênh này phản hồi tốt với nội dung của bạn.

 

Đồng thời, lưu lượng truy cập đến từ quảng cáo hiển thị cũng có bounce rate cao (khoảng 68,7%). Điều này ảnh hưởng đến mục tiêu đã đề ra. Trong trường hợp này, bạn cũng nên kiểm tra xem quảng cáo có liên quan đến nội dung của bạn hay không.

 

Hoặc cũng có thể cần phải thay đổi nội dung hấp dẫn hơn để có được tỷ lệ chuyển đổi cao hơn.

 

Cũng có thể nghiên cứu sâu hơn các kênh tiếp thị theo nguồn/phương tiện

 

Nếu bounce rate ở các nguồn có sự khác biệt,bạn phải cải thiện nó. So sánh các nguồn có lưu lượng truy cập tốt với những nguồn có bounce rate cao. Sau đó hãy cố gắng tìm ra nguyên nhân và đưa ra giải pháp.

 

Theo dõi bounce rate trên các thiết bị / trình duyệt khác nhau

 

Google Analytics cho phép bạn theo dõi hiệu suất website dựa trên công nghệ mà khách truy cập dùng. Bạn nên theo dõi tỷ lệ thoát trên các thiết bị khác nhau.

 

Vào phần báo cáo Đối tượng trên Google Analytics và cuộn xuống phần Tổng quan về thiết bị di động để phân tích hiệu suất trên máy tính để bàn và thiết bị di động.

 

Nếu bạn thấy tỷ lệ thoát cao trên một số thiết bị nhất định, điều đó có nghĩa là người dùng trải nghiệm kém trên thiết bị đó. Nếu bounce rate trên thiết bị di động cao hơn nhiều so với trên máy tính bàn, bạn cần phải tối ưu hóa website của mình cho thiết bị di động.

 

Điều này đặc biệt quan trọng vì Google ưu tiên tính năng lập chỉ mục trên thiết bị di động. Do đó, việc tối ưu hóa kém cũng có thể ảnh hưởng đến SEO và thứ hạng website.

 

Theo dõi bounce rate cho các đối tượng khác nhau

   

Một khía cạnh khác mà bạn cần phân tích chính là những đối tượng khách hàng khác nhau phản hồi với website và nội dung của bạn như thế nào.

 

Bạn có thể vào báo cáo đối tượng và chọn Geo-> vị trí để xác định đối tượng khách hàng theo từng khu vực hoặc quốc gia.

 

Theo dõi tỷ lệ thoát của bạn ở các quốc gia khác nhau

 

Nếu khu vực nào đó có mức độ tương tác website của bạn thấp thì bạn nên tối ưu hóa nội dung để tạo dấu ấn đối với đối tượng khách hàng khu vực đó.

 

Bạn cũng nên xem phần Ngôn ngữ để kiểm tra bounce rate cho từng ngôn ngữ.

 

Bạn cũng có thể kiểm tra bounce rate dựa trên nhân khẩu học để xem từng nhóm tuổi hoặc giới tính phản ứng với website như thế nào.

 

Theo dõi bounce rate để đảm bảo đối tượng mục tiêu chính nhìn thấy nội dung phù hợp và có trải nghiệm người dùng tối ưu. Nhờ đó, bạn có thể tối đa hóa mức độ tương tác, tăng chuyển đổi và cả doanh thu.

 

Kiểm tra bounce rate của trang đích chính

 

Lưu ý cuối cùng chính là hãy kiểm tra hiệu suất của các trang đích chính. Vào phần báo cáo hành vi và cuộn xuống phần Nội dung website – > Phần chọn trang đích

 

Phân tích bounce rate của từng trang đích và xác định nguyên nhân tại sao người dùng lại không chuyển đổi. Có thể đặt ra những câu hỏi cho bản thân mình như:

 

Trang đích của bạn có liên quan không

 

Trải nghiệm người dùng có hấp dẫn không

 

Những Call-to-actions của bạn có nổi bật không và hấp dẫn không

 

Đã có hướng dẫn rõ ràng cho từng bước mà bạn muốn người dùng trải nghiệm

 

Điều hướng đến các trang khác trên website gặp khó khăn gì

 

Ngoài ra, bạn cũng nên xem Luồng hành vi để biết người dùng truy cập trang nào sau khi thoát ra khỏi trang đích của bạn.

 

Kiểm tra xem khách truy cập có đang đi đúng hướng như bạn mong muốn và các trang sau đó có được tối ưu hóa cho chuyển đổi hay không.

 

Khi đã phân tích và hiểu rõ được sự cố thông qua Google Analytics thì hãy đưa ra hướng khắc phục để giảm bounce rate của website.

   

Bước 2: Thủ thuật tối ưu bounce rate

 

Bounce rate cao chính là cản trở lớn ảnh hưởng đến sự thành công của chiến lược SEO. Bạn cần phân tích các khu vực khác nhau trên website và xác định nguyên nhân vấn đề.

 

Dưới đây là 17 cách hữu ích giúp bạn giảm bounce rate và tăng tỷ lệ chuyển đổi:

 

Kiểm tra xem bạn đã cấu hình Google Analytics (GA) đúng cách hay chưa

 

Nếu bạn không thiết lập GA đúng cách thì không thể nắm bắt được số lượt thoát ra của website. Điều này dẫn đến việc làm sai lệch kết quả và khiến bạn đọc sai bounce rate.

 

Có ba thứ bạn cần kiểm tra:

 

Mã theo dõi Google Analytics

 

Mục tiêu và các sự kiện

 

WordPress Plugins

 

Việc đầu tiên chính là kiểm tra xem bạn đã cài đặt đúng Google Analytics tracking code hay chưa.

 

Nếu bạn đang sử dụng WordPress thì nên kiểm tra Analytics plugin của bạn.

 

Bạn cũng có thể kiểm tra khu vực Quản trị của GA nếu khu vực đó đang nhận đưuọc traffic từ mã theo dõi của bạn.

 

Bạn phải chắc chắn rằng không có mã theo dõi GA nào trùng lặp. Vì vậy, hãy xem menu plugin và xác nhận rằng bạn chỉ cài đặt một Google Analytics plugin.

 

Cuối cùng, hãy kiểm tra phần Giao diện> Trình chỉnh sửa của bạn trong WP và đảm bảo rằng bạn chỉ có một mã theo dõi trong tệp header.php.

 

Nếu Mục tiêu không được cấu hình chính xác, Google Analytics sẽ không thể phát hiện nó. Kết quả là bạn sẽ thấy bounce rate cao hơn mức mong muốn. Vì vậy, hãy kiểm tra kỹ các mục tiêu của bạn để đảm bảo GA đang theo dõi tất cả các sự kiện quan trọng của bạn.

     

Cuối cùng, hãy kiểm tra các plugin khác để đảm bảo hoạt động của chính chúng không kích hoạt Google Analytics.

 

.2. Cải thiện khả năng đọc nội dung

 

Một lý do rất phổ biến khiến khách truy cập thoát ra là do nội dung của bạn khó đọc. Họ không đọc, chỉ lướt thoáng qua.

 

Nếu đoạn văn bản quá dài thì rất khó cho người đọc xem kỹ. Họ chỉ lướt qua và thậm chí không đọc cả những tiêu đề phụ của bài viết. Đừng đăng những bài quá dài khiến người đọc cảm thấy nhàm chán.

 

Khách truy cập sẽ không dành thời gian xem website của bạn mà làm những việc khác. Họ sẽ thoát ra và điều này khiến cho website của bạn không có chuyển đổi.

 

Hãy đưa ra những nội dung dễ đọc, cho phép người dùng lướt qua những nội dung chính và xác định được những nội dung quan trọng chỉ sau vài giây.

 

Các lưu ý khi bạn muốn tạo ra nội dung dễ đọc:

 

Sử dụng các tiêu đề phụ để tách các đoạn khác nhau trong bài viết

 

Viết các đoạn văn ngắn, súc tích và trọng tâm

 

Sử dụng các gạch đầu dòng để giải thích các bước, lợi ích hoặc các điểm quan trọng

 

Chèn hình ảnh, đồ họa và ảnh chụp màn hình phù hợp vào bài viết

 

Sử dụng ví dụ để giải thích các khái niệm khó

 

Chèn mục lục (có thể nhấp) vào phần trên cùng để giúp người dùng click vào những phần họ muốn xem

 

Đừng quên đặt một câu hỏi hấp dẫn ở cuối bài viết để mời gọi người dùng để lại bình luận hoặc chia sẻ.

 

Ngoài ra, bạn cũng có thể sử dụng chức năng Phân tích khả năng đọc trong Yoast SEO plugin để cải thiện cho website của mình.

 

Chỉ sử dụng các exit-intent popups

 

Các exit-intent popups chỉ hiển thị khi người dùng có ý định rời khỏi website. Nó là một công cụ tối ưu hóa chuyển đổi hiệu quả và là một trong những phần quan trọng trong chiến lược xây dựng danh sách.

   

Tuy nhiên, việc phụ thuộc quá nhiều vào chiến thuật này có thể dẫn đến những tác động tiêu cực. Quá nhiều popup bật nên có thể khiến trải nghiệm người dùng bị gián đoạn.

 

Và cuối cùng sẽ khiến người dùng thoát ra. Người dùng bị mất tập trung khi có quá nhiều popups bật lên và chiếm gần như toàn bộ màn hình.

 

Nếu khó để đóng các popup đó thì người dùng có xu hướng thoát khỏi website luôn.

 

Có Call-to-action hấp dẫn

 

Cần có call-to-action rõ ràng và thuyết phục trong mỗi trang trên website của bạn. Bất kể đó là trang chủ, trang đích hay trang sản phẩm của bạn. Nhờ đó, khách truy cập sẽ biết bạn muốn họ làm gì tiếp theo.

 

Tưởng chừng như đây là một điều đơn giản và hiển nhiên. Nhưng trên thực tế có tới 70% các website SMB đều thiếu call-to-action.

 

Và đó là lý do tại sao nhiều website của doanh nghiệp nhỏ có bounce rate cao.

 

Để giảm tỷ lệ thoát và tăng chuyển đổi, bạn cần có Call-to-action rõ ràng và dễ thực hiện. Thay vì để khách truy cập tự suy nghĩ họ sẽ phải làm gì thì hãy nhắc họ thực hiện hành động bằng một call-to-action rõ ràng. Một call-to-action tối ưu nên:

 

Nổi bật – đặt CTA ở những khu vực phía trên. Cũng có thể bỏ chúng vào những khu vực phía dưới miễn sao thấy hợp lý

 

Nổi bật – sử dụng những màu sắc tương phản và chữ in đậm

 

Có liên quan – nhắc người dùng thực hiện các bước tiếp theo

 

Rõ ràng – cho người dùng biết chính xác sau khi họ nhấp vào CTA thì điều gì sẽ xảy ra

 

Sử dụng những từ ngữ mang tính mệnh lệnh và thông báo cho người dùng biết họ phải làm gì tiếp theo

 

Bên cạnh đó, đừng khiến khách truy cập bị nhầm lẫn do bạn đặt quá nhiều CTA khác nhau trên cùng một trang. Điều này khiến cho họ khó quyết định nên chọn click vào cái nào. Do đó, khả năng cao là khách truy cập sẽ không nhấp vào bất kỳ CTA nào và thoát ra.

   

Thu hút đúng đối tượng bằng các từ khóa mục tiêu

 

Một nguyên nhân quan trọng nữa khiến bounce rate cao là do bạn không nhắm đúng đối tượng mục tiêu. Bạn có nhiều khách truy cập, nhưng lượng traffic lại thấp và không nhận được nhiều tương tác. Điều này ảnh hưởng đến sự chuyển đổi.

 

Ngay cả khi nội dung và trải nghiệm người dùng tốt nhưng bạn lại nhắm sai đối tượng mục tiêu. Thì bạn sẽ không nhận được bất cứ phản hồi tích cực nào.

 

Các từ khóa có giá trị cao sẽ hỗ trợ trong việc tạo nội dung chuyên sâu và khách truy cập cũng thích dành nhiều thời gian hơn để đọc. Họ ở lại trên website của bạn càng lâu thì khả năng chuyển đổi càng tăng.

 

Việc tạo nội dung hấp dẫn xung quanh các từ khóa chất lượng cũng sẽ thu hút nhiều liên kết trỏ về. Nhờ đó, Google sẽ đánh giá cao và tin tưởng vào website của bạn hơn. Lựa chọn các từ khóa có giá trị cao để xây dựng nội dung. Nhờ đó, website của bạn chắc chắn sẽ thu hút được đúng loại khách truy cập.

 

Tạo nội dung phù hợp – tập trung vào mục đích của người dùng

 

Nếu bạn nhắm đúng mục tiêu đối tượng nhưng họ vẫn thoát ra nhanh chóng khi vào website. Điều này chứng tỏ nội dung của bạn chưa phù hợp hoặc thiếu so với nhu cầu của người dùng. Do đó, các trang và nội dung phải cực kỳ liên quan đến truy vấn của người dùng.

 

Một nguyên nhân khác khiến bounce rate cao chính là không hiểu mục đích của người dùng. Họ đang tìm kiếm các loại nội dung khác nhau tùy thuộc vào mức độ kiến thức về sản phẩm đó.

 

Có bốn loại mục đích riêng biệt của người dùng:

 

Thông tin

 

Điều hướng

 

Điều tra thương mại

 

Giao dịch

       

Tối ưu hóa website của bạn thân thiện với thiết bị di động

 

Lưu lượng truy cập từ thiết bị di động là rất quan trọng. Thực tế là hơn 57% lưu lượng truy cập Internet đến từ thiết bị di động. Và con số này càng ngày càng tăng lên.

 

Hãy sử dụng công cụ kiểm tra tính thân thiện với thiết bị di động khi bạn nhận thấy bounce rate trên thiết bị di động cao. Nếu website của bạn không thân thiện với thiết bị di động thì bạn cần tối ưu nó.

 

Cuối cùng, có rất nhiều WordPress plugin có thể cải thiện trải nghiệm di động của người dùng như:

 

Jetpack

 

WP Touch

 

WordPress Mobile Pack

 

WP Mobile Menu

 

Max Mega Menu

 

Ngoài ra, để giảm bounce rate, bạn nên kiểm tra BrowserStack nếu website của bạn tương thích với tất cả các trình duyệt phổ biến mà khách truy cập đang sử dụng.

 

Tăng tốc độ website

 

Người dùng mong đợi sẽ tải website chỉ trong vòng khoảng 2 giây hoặc ít hơn. Khi phải chờ đợi quá lâu họ sẽ thoát ra và vào website của đối thủ. Do đó, các website có tốc độ tải chậm có nguy cơ mất chuyển đổi.

 

Google cũng đánh giá tốc độ tải trang là một trong những tiêu chí đánh giá xếp hạng. Do đó, Google sẽ đẩy các website tải chậm xuống vị trí thấp trong bảng kết quả tìm kiếm.

 

Bạn có thể dùng các công cụ miễn phí như Page Speed ​​Insights và GTMetrix. Để kiểm tra tốc độ tải website của mình.

 

Kể cả khi bounce rate cao thì bạn cũng nên tối ưu hóa tốc độ tải website. Vì nó giúp bounce rate của website của bạn giữ vững hoặc có thể giảm hơn nữa.

 

Dịch website ra nhiều thứ tiếng

 

Nếu đối tượng khách hàng của bạn là khách quốc tế thì website của bạn nên có nhiều hơn một ngôn ngữ. Thậm chí, có nhiều website được bản địa hóa bằng ngôn ngữ mẹ đẻ của họ.

 

Bạn có thể sử dụng một WordPress plugin như WPML để nâng cao trải nghiệm người dùng và dịch website của bạn cho đối tượng đa ngôn ngữ.

 

Khi người dùng xem website của bạn bằng ngôn ngữ chính của họ, họ sẽ ở lại lâu và có thể có khả năng chuyển đổi.

 

Tối ưu hóa cấu trúc liên kết nội bộ của bạn

 

Sử dụng liên kết nội bộ có thể giúp giảm bounce rate. Chúng giúp cho bạn dễ dàng kết nối các phần nội dung có liên quan với nhau.

 

Nên đưa những liên kết nội bộ vào những vị trí có liên quan đến nội dung. Người dùng không phải tìm kiếm thêm thông tin gì. Mọi thứ đều hiện ra sau một cú click chuột.

 

Nhưng liên kết nội bộ này không những giúp giảm bounce rate mà còn giúp các bot của Google thu thập dữ liệu và khám phá các trang trên website.

 

Thế những bạn nên sử dụng liên kết nội bộ cho những nội dung liên quan. Nếu không thì sẽ khiến người đọc cảm thấy những nội dung đó là spam và quyết định thoát khỏi trang.

 

Bạn có thể sử dụng Yoast SEO Premium để tìm nội dung liên quan trên website của mình. Rồi sau đó sử dụng các liên kết nội bộ trong những trang đó.

 

Đặt các external links để mở trong một tab mới

 

Liên kết với các external links là một cách làm cá phổ biến và mang lại hiệu quả. Tuy nhiên, để tối ưu hóa trải nghiệm người dùng, bạn nên mở chúng trong một tab mới

 

Rất dễ để đặt các external links để mở một tab mới trong WordPress

 

Ngoài ra, bạn có thể cài đặt một plugin miễn phí như WP External Links và tránh những rắc rối khi đặt từng liên kết để mở trong tab mới.

 

Thêm các bài viết liên quan

 

Bằng việc thêm các bài đăng liên quan, khách truy cập sẽ có thể khám phá nhiều nội dung của bạn.

 

Bạn có thể cho hiển thị những bài đăng có liên quan trong thanh bên của website hoặc phía cuối các bài viết. Điều này giúp tăng khả năng tìm kiếm các bài viết liên quan khi người dùng đọc xong một trang nào đó.

 

Hãy cẩn thận với các quảng cáo, nội dung tự động phát và những thứ gây phiền phức khác

 

Nhiều website dựa vào quảng cáo để có doanh thu. Tuy nhiên, người dùng cảm thấy khó chịu hoặc bị gián đoạn trải nghiệm khi thấy quảng cáo. Điều này dẫn đến bounce rate cao.

 

65% người dùng sẽ chặn các website có quá nhiều quảng cáo khỏi kết quả tìm kiếm. Càng ngày càng có nhiều người sử dụng trình chặn quảng cáo.

 

A/B test sẽ kiểm tra bounce rate của bạn để tìm ra giải pháp tốt nhất để bạn vừa có doanh thu từ quảng cáo vừa giúp người dùng có trải nghiệm tốt và không bị phân tâm.

 

Thể hiện sự tín nhiệm bằng các tín hiệu tin cậy và bảo mật

 

Nếu website đáng tin cậy, khách hàng sẽ cảm thấy bớt lo lắng khi mua hàng hoặc giao dịch thanh toán online. Khi khách hàng đã có lòng tin thì khả năng họ thoát ra nhanh chóng sau khi vào website là rất thấp.

 

Sử dụng chứng chỉ SSL để nâng cao uy tín. Nếu đủ tin tưởng, nó sẽ cấp huy huy hiệu HTTPS bên cạnh URL trang web của bạn. Nhờ đó, khách hàng cũng sex an tâm hơn khi đọc thông tin trên website của bạn.

 

Làm cho website dễ điều hướng

 

Nhầm lẫn trong lúc điều hướng cũng là một lý do khiến bounce rate cao.

 

Menu điều hướng và CTA là những phần quan trọng trong việc tối ưu hóa bounce rate.Menu giúp người dùng hiểu cấu trúc website và vị trí hiện tại của họ trên website.

 

Điều hướng được tối ưu có nghĩa là phải điều hướng người dùng tới những trang quan trọng khác và người dùng nên nhấp vào ở đâu.

 

Bạn có thể sử dụng các công cụ như HotJar và CrazyEgg để theo dõi hành vi của người dùng. Xem khu vực nào trên website nhận được nhiều tương tác nhất và người dùng dừng lại lâu nhất ở phần nào.

 

Tương tự, bạn có thể thiết lập Event Tracking trong Google Analytics cho từng phần trong website.

 

Giảm các liên kết hỏng

 

Các liên kết hỏng cũng là nguyên nhân khiến nhiều người thoát khỏi website.

 

Không thể tránh được việc trên website của bạn sẽ có nhiều liên kết hỏng. Tuy nhiên,bạn cần phải giới hạn số lượng và nâng cao UX của mình.

 

Bạn có thể sử dụng báo cáo lỗi thu thập thông tin của Google Search Console để tìm các liên kết hỏng trên website.

 

Khi bạn đã xác định được các liên kết hỏng, bạn nên sửa chữa chúng như sau:

 

Thêm chuyển hướng

 

Thay thế liên kết

 

Xóa nó hoàn toàn

 

Có một trang bị lỗi 404 hữu ích

 

Mục đích của trang lỗi 404 là ngăn người dùng thoát ra bằng cách cung cấp cho họ thông tin liên quan và giúp họ điều hướng đến các trang khác đang hoạt động bình thường.

 

Tuy nhiên, bạn nên cung cấp một hộp tìm kiếm để người dùng có thể tìm đến các nội dung trên website. Bạn có thể thêm các liên kết tới các trang:

 

Trang chủ

 

Hỗ trợ

 

Trang liên hệ với chúng tôi

 

Các trang thay thế

 

Quay lại trang trước,…

 

Kết luận

 

Bounce rate là số liệu quan trọng vì nó nó là thước đo chiến lược marketing, mức độ và trải nghiệm của người dùng. Hãy luôn theo dõi bounce rate liên tục để đảm bảo rằng bạn kiểm soát được tỷ lệ này.

 

Bounce rate cao sẽ ảnh hưởng đến tỷ lệ chuyển đổi và thậm chí ảnh hưởng đến hiệu quả của SEO.

 

Thông thường bounce rate cao sẽ có ảnh hưởng tiêu cực đến website. Nhưng trong một số trường hợp nhất định, điều đó là khá bình thường và hợp lý.

 

Để đảm bảo chính xác, bạn nên tham khảo bounce rate với các chỉ số khác, chẳng hạn như thời gian ở lại trên website của bạn. Điều này giúp bạn nhận định được vấn đề của trang web của mình.

 

Hy vọng qua bài viết này, bạn có thêm kiến thức về bounce rate và áp dụng nó vào chiến lược SEO của mình. Hãy sử dụng những hướng dẫn nêu trên để làm giảm bounce rate và tăng tỷ lệ chuyển đổi.

         

Bài viết Bounce rate là gì? Bounce rate bao nhiêu là tốt và Cách tối ưu mới nhất 2020 thuộc quyền sở hữu của FIEX Marketing - được viết bởi Thu Ho.

 

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Tahukah anda.. lebih dari 50% teknik SEO yang populer sekitar 2-3 tahun yang lalu saat ini sudah dikategorikan sebagai spam? Blog comment, guest book, article directory, blog […]

 

Tahukah anda.. lebih dari 50% teknik SEO yang populer sekitar 2-3 tahun yang lalu saat ini sudah dikategorikan sebagai spam?

Blog comment, guest book, article directory, blog network, pyramid, linkwheel, “web 2.0”, dan masih banyak lagi.

Semua ini spam.

Kalau anda saat ini masih menggunakan teknik di atas untuk meningkatkan rangking, hentikan. Walaupun anda belum terkena penalty, tapi akan segera.

Website anda terlalu berharga untuk dirusak dengan cara-cara itu.

Orang yang sudah terlanjur percaya dengan teknik spam akan pesimis kalau diajak berbicara mengenai White Hat. Katanya terlalu lambat, susah, dan buang-buang waktu.

Mereka salah besar.

Maka dari itu dalam panduan ini akan saya perkenalkan teknik white hat SEO proaktif yang aman. Tidak hanya itu, teknik-teknik berikut kalau diaplikasikan dengan tepat akan memberikan hasil yang luar biasa.

Dan yang lebih penting lagi, semuanya bisa anda mulai saat ini juga.

 

Teknik white hat SEO proaktif

Ingin saya tekankan pada kata ‘proaktif’ disini.

Masih banyak yang salah kaprah soal white hat SEO dan content marketing. Keduanya bukan sekedar optimasi on-page dan membuat konten.

Jadi kerjaan seorang praktisi white hat SEO bukan cuma tulis-publish-tulis-publish. Kalau cuma seperti ini jangan heran kalau website anda tidak pernah berhasil.

  

White Hat SEO bukan hanya optimasi on-page dan tulis-publish

Click To Tweet

  

Sebaliknya, inilah yang akan kita lakukan.

1. Menemukan peluang mendapatkan backlink

Link masih merupakan salah satu faktor terpenting dalam SEO.

Tapi backlink itu ibarat pedang bermata dua.

Teknik mendapatkan backlink melalui spamming (seperti yang ditulis di awal tadi) justru akan menimbulkan resiko yang besar.

Dengan menyadari hal tersebut, maka link yang bagus adalah link yang kita peroleh atas ijin dan sepengetahuan pemilik websitenya.

Ada caranya untuk menemukan peluang ini.

1a. Halaman berupa kumpulan blog/artikel

Pernah melihat artikel dalam blog yang berjudul seperti “5 fashion blog terbaik di Indonesia”, atau “10 artikel terbaik mengenai produktivitas”?

Kalau website anda sesuai dengan topik artikelnya, anda bisa menghubungi si pemilik website dan minta untuk menambahkan website anda ke dalam daftar.

Kemungkinan berhasilnya cukup tinggi, jadi manfaat yang anda dapatkan dari teknik ini sangat besar.

Berikut ini langkah-langkahnya:

Lakukan pencarian di Google seperti gambar.

 

Tidak ada rumusan yang baku untuk pencarian ini. Gunakan kreativitas untuk menemukan artikel berupa kumpulan.

Beberapa contoh search query lainnya yang bisa anda coba:

“_ [kategori] blogger Indonesia”

“[kategori] blogger Indonesia terbaik [tahun lalu]”

“blog belajar [kategori]”

Setelah itu telusuri beberapa halaman dari hasil pencarian, dan kumpulkan yang sesuai kriteria.

Dari beberapa query, inilah yang saya temukan dalam kurang dari 10 menit:

 

Setelah menemukan peluangnya, inilah yang anda lakukan:

Temukan halaman kontak atau akun social media, hampir semua website punya kontak yang bisa dihubungi.

Hubungi. Beritahukan bahwa anda juga punya website/artikel dengan topik yang sama, kemudian minta untuk memasang link anda. Lakukan dengan sopan.

Ulangi untuk setiap website yang anda temukan dan tunggu balasannya.

1b. Broken link building

Broken link building saat ini masih menjadi teknik mendapatkan backlink secara etis yang paling populer.

Tahapannya seperti ini:

Temukan broken link external dari website lain

Buat konten yang isinya lebih bagus daripada website yang sudah mati itu (kalau anda belum punya)

Hubungi pemilik website, berikan mereka alamat link anda sebagai pengganti link yang sudah mati

Teknik ini disukai karena memiliki tingkat keberhasilan yang tinggi.

Pemilik website juga akan berterima kasih karena kita memberikan pengganti yang malah lebih berkualitas.<!--

 

BONUS: [content_upgrade id=866]Klik disini untuk[/content_upgrade] mempelajari broken link building lebih lanjut, mulai dari cara menemukan broken link sampai template email yang bisa anda gunakan. Dan 2 teknik link building lainnya.

 

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1c. Reverse image search

Teknik yang juga efektif untuk mendapatkan backlink terutama kalau kita punya gambar original.

Dengan Google Image Search, anda bisa mengupload gambar buatan anda kemudian menemukan website lain yang memasang gambar anda tanpa link.

Pengguna Google Chrome, klik kanan pada gambar kemudian klik “Search Google for this image”.

 

Maka akan muncul website-website yang menggunakan gambar anda.

Sebagai alternatif, anda juga bisa menggunakan TinEye. Kadang website ini lebih lengkap daripada Google Image Search.

1d. Mention tanpa link

Teknik ini lebih pas kalau anda seorang pemilik brand, bisnis bernama, atau startup.

Kadangkala ada situs berita atau blog yang menyebutkan nama brand/bisnis/startup kita tapi tanpa berupa link aktif.

Nah, dari sini kita bisa menghubungi si pemilik website untuk menjadikannya sebagai link aktif.

Untuk mencari website yang menyebutkan website kita, gunakan salah satu atau keempat tool ini:

Fresh Web Explorer

TalkWalker

Google Alerts

Mention (berbayar)

Google Alerts dan TalkWalker mirip. Keduanya lebih banyak menghasilkan situs berita.

Contoh berikut menggunakan Fresh Web Explorer menggunakan nama salah satu startup Indonesia, BukaLapak.

 

Query di atas akan menghasilkan situs-situs yang menyebutkan kata “bukalapak” selain dari website mereka sendiri yaitu bukalapak.com.

Hasilnya seperti ini:

 

Dari Fresh Web Explorer anda bisa melihat sampai 4 minggu ke belakang. Anda juga bisa mendapatkan pemberitahuan via email setiap kali ada mention baru.

2. Analisa website dengan Screaming Frog SEO Spider

SEO Spider merupakan software dari Screaming Frog yang fungsinya untuk menjelajah website kita (crawling) dan mengumpulkan data-nya untuk kita analisa.

Kalau anda serius dengan SEO dan belum menggunakan tool ini, segera download.

Versi gratis tool ini bisa meng-crawl 500 halaman, kalau anda ingin lebih silahkan beli langsung.

Ada lebih dari 55 fungsi alat ini, semuanya bisa anda baca disini.

Kali ini kita akan membahas beberapa fungsi mendasar.

Setelah menginstall masukkan alamat domain anda dan tunggu sampai selesai.

 

Pertama, yang bisa kita lakukan adalah memeriksa meta description dari setiap halaman.

 

Tambahkan yang masih kosong. Meta description merupakan salah satu faktor on-page SEO, karena itu ada baiknya semua konten memiliki tag ini.

Kedua, periksa apakah ada link yang mati.

 

Segera ganti link yang mati supaya tidak menyebabkan gangguan bagi pengunjung website anda.

Ketiga, memeriksa struktur website dengan internal link.

 

Halaman yang mendapatkan banyak inlinks merupakan halaman yang dianggap penting oleh mesin pencari. Maka dari itu pastikan setiap konten utama anda mendapatkan banyak link.

Keempat, mencari konten yang isinya dangkal.

 

Semakin sedikit word count-nya biasanya konten tersebut isinya dangkal.

Poin ketiga dan keempat akan dijelaskan lebih lanjut dalam bahasan di bawah.

Jangan lupa periksa link tadi untuk mengetahui keseluruhan fungsi Screaming Frog SEO Spider.

3. Perbaiki struktur internal link

Kita sudah tahu bahwa external link (backlink) merupakan faktor rangking yang kuat. Tapi seringkali kita meremehkan internal link.

Pada kenyataannya, internal link merupakan faktor yang sangat berpengaruh juga karena mesin pencari membaca tingkat kepentingan setiap halaman website dari jumlah internal link-nya.

Seperti ini bentuk struktur website yang baik.

 

Website yang strukturnya baik memiliki beberapa halaman utama, selain homepage. Di halaman-halaman utama ini berisi konten yang seluruh pengunjung website anda harus baca karena nilai/manfaatnya paling tinggi.

Jadi setiap konten penunjang yang relevan menghubungkan ke konten utama anda.

Kalau anda belum punya, segera buat dan atur strukturnya.

Kalau sudah ada, lihat berapa internal link yang ada melalui Screaming Frog dalam langkah sebelumnya.

Pelajari cara membangun struktur website ini untuk mengoptimasi struktur halaman utama anda.

4. Tingkatkan isi artikel lama

Salah satu faktor yang membuat konten jadi berkualitas adalah bobotnya.

Semakin berbobot artikel kita, semakin besar kemungkinan artikel tersebut menjadi populer. Alasannya, karena isinya lengkap dan tentunya manusia lebih suka konten yang isinya lengkap.

Ada korelasi antara bobot artikel dengan panjangnya. Semakin berbobot artikel, semakin panjang isinya.

Seberapa panjang?

500 kata? 700? 1000?

Terlalu sedikit..

Jawabannya: 2500 kata.

 

serpIQ melakukan analisa hubungan antara posisi di hasil pencarian Google dengan panjang artikelnya.

Ternyata semakin tinggi peringkatnya, semakin panjang pula artikelnya. Peringkat pertama memiliki rata-rata panjang lebih dari 2450 kata.

Ini disebabkan karena lengkapnya informasi pada artikel yang panjang sehingga pembaca jadi lebih puas.

Tapi ingat, panjang tidak selalu berbobot.

Artikel berbobot selalu panjang, tapi artikel panjang belum tentu berbobot. Bisa saja isinya cuma basa-basi.

Lalu artikel mana yang kita upgrade?

Indikasi pertama, bisa dilihat dari analisa Screaming Frog tadi. Pilih artikel yang terlalu pendek jika dibandingkan dengan yang lain.

Kedua, lihat berdasarkan data Google Analytics.

Masuk ke menu Behavior > Site Content > All Pages.

 

Utamakan yang Pageviews-nya banyak tapi Avg. Time on Page rendah, Bounce Rate tinggi, dan % Exit tinggi.

Untuk mengupgrade konten lama, lakukan ini:

Bandingkan dengan konten dari website lain dalam topik yang sama

Perluas dan perdalam bahasannya, melebihi konten lain

Tambahkan gambar untuk setiap inti yang butuh penjelasan lebih lanjut

Baca panduan metode KTP untuk membuat konten terbaik

5. Perbaiki judul konten lama

Dengan memiliki judul yang baik, berarti konten anda sudah 50% berhasil.

Dari segi SEO, penggunaan judul yang baik akan mampu meningkatkan rangking halaman anda.

Pernyataan di atas bisa dilihat dari 2 sisi:

Ketertarikan manusia dengan judul

Keberadaan kata kunci di judul

Untuk poin kedua, kata kunci di judul akan membuat Google menganggap bahwa konten kita sesuai dengan apa yang dicari oleh pengguna.

Karena itu keberadaan kata kunci pada judul akan meningkatkan rangking anda.

Judul merupakan salah satu faktor on-page SEO yang terpenting.

Saya ingin menekankan pada poin yang pertama.

Rand Fishkin dari Moz melakukan penelitian pengaruh jumlah klik di halaman pencarian terhadap kenaikan rangking konten mereka.

 

Hasilnya kira-kira seperti ini.

Kalau halaman anda berada di peringkat bawah tapi mendapatkan klik lebih banyak daripada yang di atasnya, maka kemungkinan anda akan menyalip mereka.

Jadi kesimpulannya, buatlah judul yang menarik bagi manusia supaya mereka terpancing untuk meng-klik halaman milik anda.

Silahkan baca panduan menulis judul ini untuk membuat judul yang baik.

6. Temukan topik & keyword tersembunyi

Apa tool favorit anda untuk menemukan kata kunci? Google Keyword Planner?

Kalau iya, berarti anda melewatkan potensi yang sangat besar.

GKP tidak didesain untuk menggali kata kunci, sehingga hasilnya tidak bervariasi.

Ada 2 tempat untuk menemukan keyword-keyword tersembunyi. Di dalam website, dan di luar website.

Untuk menemukan keyword tersembunyi di dalam website, buka Google Webmasters Tool anda. Masuk ke menu berikut ini:

 

Urutkan berdasarkan jumlah impression, kemudian cari keyword yang anda merasa tidak pernah targetkan sebelumnya.

 

Seperti contoh di atas, padahal sebelumnya saya tidak pernah membuat konten yang membahas 2 keyword tersebut. Tetapi mendapatkan impression yang cukup banyak.

Jadi dari situ saya bisa membuat artikel yang dengan sengaja menargetkan kedua topik ini.

(makanya saya membuat artikel ini)

Tempat kedua yaitu dari luar website, tepatnya di situs-situs komunitas.

Sayangnya situs komunitas di Indonesia saat ini tidak ada yang diskusinya berkualitas.

Jadi saya akan gunakan contoh komunitas internasional. Tidak masalah, meskipun website anda berbahasa Indonesia tidak ada salahnya menggunakan situs internasional untuk inspirasi.

Misalkan saya mempunya situs tentang wawancara kerja.

 

Quora adalah situs tanya jawab terpopuler yang banyak berisi jawaban-jawaban berkualitas.

Dengan memasukkan kata kunci tertentu, kita bisa mendapatkan ratusan bahkan ribuan diskusi yang ramai. Lihat saja di gambar, bahkan ada pertanyaan yang mendapat 800 jawaban dan 9000 vote.

Menggunakan topik yang populer di Quora, anda akan menciptakan konten yang populer juga.

Enaknya lagi, jawaban-jawaban ini bisa anda gunakan sebagai inspirasi isi konten.

7. Lakukan riset untuk konten anda berikutnya

Konten yang berkualitas itu:

Membutuhkan perencanaan yang matang

Isinya tidak dangkal

Memiliki referensi yang bisa dipercaya

dsb. (kita fokus dulu ke 3 poin di atas)

Akan mendapatkan peringkat yang bagus

Saya berani menjamin bahwa konten yang memang benar-benar berkualitas pada akhirnya akan mendapatkan peringkat yang bagus setelah melewati proses promosi yang tepat.

Tapi membuat konten seperti ini tidak mudah.

Lebih mudah membuat 5 konten biasa dalam 1 hari daripada membuat konten berkualitas dalam 2 hari…serius.

Maka dari itu yang bisa kita lakukan sekarang adalah melakukan riset.

Kalau anda belum punya ide kontennya, coba buka halaman ini kemudian baca di poin #7.

Selanjutnya untuk melakukan riset, lakukan langkah ini:

Cari konten lain di Google dengan topik anda

Cari lagi di Google dengan bahasa Inggris (meskipun konten anda berbahasa Indonesia)

Buka situs komunitas seperti Quora, Reddit, Kaskus, temukan diskusi yang menarik dalam topik anda

Cari video dengan topik anda di YouTube

Catat semua link yang isinya bagus, catat semua poin pentingnya. Gunakan Excel atau Google Sheets

Setelah puas, baca panduan metode KTP ini untuk proses pembuatannya.

8. Pasang outbound link dalam konten sebagai referensi

Penggunaan link ke website lain sebagai referensi bukan hanya untuk menghias konten kita.

Tapi juga mempengaruhi bagaimana Google memandang website kita.

Logikanya seperti ini:

Konten yang memasang link ke website yang terpercaya berarti isinya juga bisa dipercaya

Memasang link ke website lain yang relevan berarti memberitahu Google bahwa topik konten kita sama dengan mereka

Pembaca senang, mesin pencari pun senang

Sayangnya ada rumor yang sering beredar bahwa outbound link justru memberikan dampak buruk bagi kita.

Itu anggapan yang salah.

Bahkan orang dalam Google sendiri, John Mueller, menyatakan bahwa outbound link adalah faktor rangking positif. Baca artikel ini mengenai dampak outbound link.

9. Cegah efek Pogosticking di website anda

Bayangkan anda sedang mencari info tertentu dari Google, kemudian kita masuk ke website yang isinya tidak bagus sama sekali. Apa yang akan anda lakukan?

Langsung tekan tombol back atau tutup tab browser, ya kan?

Itulah efek Pogosticking.

 

Pada dasarnya, Google ingin supaya pengguna mereka puas dengan hasil yang ditampilkan.

Jadi kalau pengguna tidak puas (back/close tab), maka website tersebut akan diturunkan periengkatnya.

Bahkan seorang penulis di Moz menyatakan bahwa faktor kepuasan ini adalah yang nomer 1, lebih tinggi daripada faktor-faktor lainnya yang mempengaruhi rangking anda.

Lalu bagaimana menghindari efek Pogosticking ini?

Sebenarnya beberapa caranya sudah dijelaskan tadi, seperti:

Perbaiki kualitas artikel anda, ketika pembaca sudah tinggal di website anda selama beberapa menit maka efek Pogostick tidak lagi berpengaruh.

Pasang link ke halaman lain dalam konten kita.

Pasang link ke website lain. Mending mereka pergi ke website lain daripada kembali ke Google.

Tingkatkan kecepatan website. Kalau loading terlalu lama, pengunjung akan segera pergi sebelum selesai.

Kurangi gangguan seperti popup dan iklan.

Kalau anda hanya mengincar backlink tanpa memperhatikan kepuasan pengunjung, walaupun berhasil naik, lama-kelamaan rangking anda akan jatuh dengan sendirinya.

Maka dari itu jangan abaikan efek ini.

10. Ubah konten menjadi dokumen (PDF atau Doc), infografis, video, dan presentasi

YouTube adalah mesin pencari terbesar kedua setelah Google.

Bukan Bing, bukan Yahoo…tapi YouTube.

Dengan mengubah konten ke dalam bentuk lain, anda tidak hanya akan mendapatkan backlink tapi juga traffic.

Setelah mengubah konten ke bentuk lain, submit ke beberapa situs seperti:

YouTube, Vimeo, Dailymotion untuk video

Scribd, Google Docs untuk PDF

Situs-situs ini untuk infografis

SlideShare untuk presentasi

Mengubah konten juga tidak terlalu sulit kecuali anda ingin yang benar-benar profesional.

10a. Mengubah konten menjadi dokumen

Cara termudah untuk menjadikan konten anda sebagai dokumen yaitu dengan Google Docs.

Supaya tidak terjadi duplikasi, anda perlu menulis ulang konten anda dengan kalimat yang berbeda.

Masuk ke Google Drive, kemudian buat file dokumen baru.

 

Salin semua konten yang sudah ditulis ulang kemudian paste di Google Docs. Kemudian klik File > Download as… > PDF (atau .docx juga bisa).

 

Setelah itu klik File > Publish to the web… supaya dokumen anda bisa terindex di Google.

Terakhir, upload PDF tadi ke Scribd.

10b. Mengubah konten menjadi presentasi

Sederhanakan artikel menjadi poin-poin penting, kemudian gunakan Google Slides untuk membuat presentasinya.

Langkahnya mirip dengan cara membuat dokumen di atas, hanya saja kita menggunakan Google Slides kali ini.

Setelah itu upload di SlideShare.

10c. Mengubah konten menjadi video

Sebenarnya anda bisa mengubah file presentasi tadi langsung menjadi format video dengan Microsoft PowerPoint. Melalui menu Export > Create a video.

 

Untuk artikel tutorial yang bisa dijelaskan dengan komputer, gunakan software gratis bernama Jing untuk merekam layar komputer anda menjadi video.

Setelah selesai, upload ke YouTube dan situs video lainnya. Gunakan judul dan deskripsi yang baik karena video anda bisa mendapatkan peringkat tinggi di mesin pencari.

Jangan lupa sertakan link menuju konten asli anda di ketiga bentuk tadi.

11. Buat artikel baru untuk situs-situs ini

Ada beberapa tempat & metode favorit saya untuk menjangkau orang lain berbekal artikel:

Kompasiana

Kaskus

Medium (bahasa Inggris)

Guest blogging

Sama seperti nomor 9 tadi, dengan metode ini anda tidak hanya akan mendapatkan backlink tetapi juga traffic.

Kalau artikel anda di situs tersebut menjadi populer, anda akan mendapatkan traffic secara konstan. Bahkan sampai sekarang pun masih ada traffic yang saya dapatkan tiap hari dari Kompasiana dan Kaskus.

Tapi ingat. Supaya artikel anda berdampak positif, anda harus membuat yang berkualitas.

Sekedar mengirim artikel saja tidak akan memberikan efek apa-apa. Bahkan bisa jadi artikel anda tidak akan terindex karena terutup artikel dari orang lain.

Karena itu buatlah artikel yang bagus sehingga banyak yang mengomentari dan sharing ke social media.

Mengenai guest blog, baca panduan link building ini. Penjelasan disana lebih detail.

12. Temukan dan hubungi para influencer

Masih ingat di awal tadi saya bilang proaktif?

Inilah saatnya anda aktif menjalin hubungan dengan orang lain, yaitu influencer di niche anda.

Dalam tahapan ini tujuan akhir kita adalah supaya mereka mempromosikan kita. Tapi kali ini kita hanya akan mulai berhubungan.

Untuk anda yang belum pernah melakukan pendekatan sebelumnya mungkin akan menganggap usaha kita bakal sia-sia.

Tapi bagi yang sudah pernah, ketagihan.

Dengan menjalin hubungan anda juga bisa langsung ikut populer.

Sebelum mulai, saya beri aturan/peringatan dulu:

Mereka punya kesibukan tersendiri, hargai waktu mereka

Jangan dekati dengan langsung minta bantuan

Berikan manfaat dan alasan bagi mereka untuk bersahabat dengan anda

Di dunia nyata pun kita tidak bisa mendapatkan teman kalau kita tiap hari hanya merepotkan mereka. Hubungan yang dijalin harus sama-sama menguntungkan.

Lalu apa yang bisa kita berikan?

Misalnya dengan mempromosikan produk atau website mereka, atau memasang link menuju website mereka di salah satu konten kita yang berhubungan.

Setelah memahami aturan di atas, saatnya kita mencari mereka.

Mencari

Tempat terbaik untuk menemukan mereka adalah dari websitenya sendiri atau dari Twitter.

Pertama, lakukan search di Google dengan kata kunci: “[niche] + blog”. Temukan blogger yang niche-nya sama dengan anda, merekalah para influencer.

Anda juga bisa mencari artikel kumpulan (seperti poin no. 1a) untuk menemukan banyak sekaligus.

Kedua, cari di Twitter menggunakan alat bantu Followerwonk.

 

Kalau niche anda berbahasa Inggris (misalkan “travel blogger”) tambahkan lokasi seperti format di atas dengan kota-kota besar di Indonesia.

Setelah itu follow semua yang masuk kriteria.

Mulai berhubungan

Seperti aturan tadi, jangan langsung tiba-tiba meminta bantuan.

Kalau anda dimintai bantuan oleh orang tak dikenal, “mas minta promosi gratis dong!”, apa reaksi anda?

90% mengabaikan, 10% lagi marah-marah.

Hal termudah yang bisa anda lakukan adalah me-retweet, me-reply, atau berkomentar setiap kali ada post baru di blognya.

Tapi ini saja mungkin belum cukup.

Berdasarkan pengalaman saya, cara paling efektif adalah dengan melakukan ini:

Buat artikel yang sangat-sangat berkualitas

Jadikan website para influencer anda sebagai referensi

Selanjutnya hubungi mereka via email atau Twitter.

Tahapan selanjutnya mengenai teknik ini ada di panduan promosi konten.

13. Berpartisipasi dalam komunitas, menjadi influencer

Setelah menghubungi para influencer, anda juga bisa menjadi influencer sendiri.

Caranya dengan bergabung ke situs komunitas untuk membangun reputasi.

Jadilah orang dalam situs komunitas yang sering membantu orang lain menyelesaikan masalah. Lakukan dalam jangka panjang dan orang-orang akan mengenal anda.

Awas, jangan cuma numpang promosi. Justru reputasi negatif yang akan terbangun.

Andalah yang harus memberikan manfaat sebelum menerima manfaat.

Sama seperti nomor 12.

Nah, ketika reputasi sudah terbangun. Orang-orang akan dengan senang hati mempromosikan milik anda bahkan mungkin tanpa diminta.

Seperti yang dilakukan oleh Mas Syakirurohman dalam artikel rekomendasi situs belajar blogging ini. (Meskipun ini saya yang minta 😛 )

 

Kalaupun anggota komunitas rata-rata tidak memiliki website, mereka akan jadi audience setia yang akan berlangganan dan mempromosikan konten anda di social media.

Langkah lebih lanjutnya ada dalam artikel panduan promosi konten ini.

14. Hidupkan akun jejaring sosial anda

Saya menggunakan kata “hidupkan” karena memang anda harus hidup.

Maksudnya bukan menggunakan tool yang otomatis mengirimkan RSS seperti Twitterfeed.

Ada banyak sekali manfaat yang bisa anda dapatkan dengan aktif di social media.

Pertama. Link yang populer di social media akan meningkatkan rangking anda di Google.

Berdasarkan percobaan yang dilakukan oleh Moz ini, social sharing akan mempercepat proses indexing dan link nofollow akan meningkatkan rangking.

Kedua. Google bekerjasama dengan Twitter, kali ini Google mampu membaca otoritas sebuah akun dan tweet.

Artinya website anda mungkin akan mendapatkan manfaat positif secara SEO dari tweet-tweet yang menjadi populer di Twitter. (Meskipun tidak ada konfirmasi dari kedua pihak)

Ketiga. Social media adalah sumber traffic yang sangat besar.

 

Bagi website yang berhasil membangun reputasi di social media, mereka akan mendapatkan banyak pengunjung dari sana.

Keempat. Google+ akan mempengaruhi hasil pencarian personal (private results).

Artinya, kalau saya memberikan +1 untuk halaman A. Ini akan mempengaruhi hasil pencarian orang-orang yang mem-follow saya di Google+.

Halaman A akan mendapatkan peringkat tinggi untuk kata kunci yang relevan bagi orang-orang tadi.

Kelima. Terakhir, social media adalah tempat terbaik untuk membangun reputasi anda dan menjalin hubungan dengan influencer.

Selesai! Apa langkah selanjutnya?

White hat SEO bukan hanya soal optimasi on-page.

Melainkan juga merupakan usaha pemasaran dan menjalin hubungan.

Sebelumnya, anda mungkin salah satu dari 3 tipe ini:

Tidak tahu apa yang harus dilakukan terkait SEO

Punya prinsip “konten berkualitas saja sudah cukup”

Masih cinta dengan teknik black hat

Untuk tipe 3, tidak perlu pesimis dengan white hat. Teknik ini jauh lebih powerful daripada black hat.

Dan yang terpenting: 100% aman.

Tipe 1 & 2, website anda tidak akan sukses kalau anda tidak secara aktif melakukan optimasi dan pemasaran.

Maka dari itu hentikan kebiasaan tulis-publish-tulis-publish.

Beberapa teknik di atas membutuhkan penjelasan lebih lanjut, karena itu sebaiknya setelah ini anda melanjutkan membaca beberapa panduan berikut:

Link building

On-page SEO dan off-page SEO

Metode KTP dan membuat judul artikel

Mempromosikan konten

Ajukan pertanyaan melalui komentar di bawah kalau ada yang membuat anda bingung.<!--

 

BONUS: [content_upgrade id=866]Klik disini untuk[/content_upgrade] mempelajari broken link building lebih lanjut, mulai dari cara menemukan broken link sampai template email yang bisa anda gunakan. Dan 2 teknik link building lainnya.

 

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sumber

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Software gratis

 

Roo Company Ltd.

peed Up website - Follow my effective tips on website speed up that will help your website to load faster and reduce the percentage of bounce rate.

 

Bounce Rate 3d words to illustrate viewer, visitor or audience retention on a website or Internet home page, resource or site

http://syndicator.myimplace.com/video-creation-service Video clip is among one of the most prominent web content tools on the net. Currently a days your site visitors need to locate the video clip in your message. People are more likely to involve with video greater than any other kind of content online. We turn your post articles right into video clips quickly using nobility totally free images, video clips, along with adding songs along with photo material to the video clip simply to give it much more buzz.Hundreds of individuals find video clips on YouTube as well as invested hours at once enjoying them. Think of having a video of your very own as well as having visitors do the precise same point on your website link in the summary that is going straight to your web site, solution, or item spreading everywhere which means you get even a lot more video web traffic coming back to your internet site. Take into consideration just how frequently you have seen YouTube videos on the national news for example, even in case the subject material is in some cases not the very best.An individual who pays attention to web content by methods of a podcast could not read an article from LinkedIn. A person that has found a prolonged short article no matter just how wonderful it is may not wish to sit as well as check out the whole point. They a lot rather see an appealing video clip stringing the customer along with captivating photos, video clips, Background music, hard coded message for (for non audio visitors ex lover. facebook feed video clips) during.Having us produce an interesting video for your blog will enhancing retention price from visitors, boost watch time on video as well as internet site if you installed the video clip on your internet site. Simply puts, analyzing the boost Bounce Rate as well as Time Spent On Exact Same Message. That is a massive ranking factor in the online search engine now a days and also will produce lots of complimentary traffic if used correctly. Turning your post into a video permits you to share your experience, reach your excellent clients and also construct the ever-so-important relationship needed to company success. Creating material is necessary if you would love to develop a thriving company, yet nonetheless, it could take hrs to develop helpful content. If you're on the lookout for an economical technique to produce video content and involve more individuals, our video development computer animation service materials you with an uncomplicated method to generate your details, stand apart as well as get to more people.Lots of individuals are somewhat more likely to click a video clip search results page than a text result given that they do not need to read. With the quantity of individuals coming online climbing, it's important to earn your voice listened to. There are numerous means by which you can advertise your business on the web, video clip is simply without a doubt the most popular type today.Think about

This week's keyword top ten for my blog, as seen in Google Analytics.

 

They all make sense to me except #1.

John Lincoln from Ignite Visibility discusses AMP SEO and the AMP project in general.

  

Quick resources:

ignitevisibility.com/implementing-amp-wordpress-site/

ignitevisibility.com/how-amp-technology-will-improve-seo-...

  

Accelerated mobile pages or (AMP) is a way to simplify website code and deliver faster and simpler web pages via mobile.

  

The main benefits are faster pages, higher conversion rates (due to page speed increases, but conversion rate could go down due to lack of design abilities), lower bounce rates, larger distribution and being on a common technical platform for mobile.

  

Some of the cons are third parties can crawl and index your content, it could hurt your conversion rates due to lack of design features, there are large technical requirements if you are not on a common CMS, it is very new and some are concerned it will not be around forever.

  

Amp is now ready for all content.

  

Learn more about AMP Here www.ampproject.org/

 

What is video marketing?

Video marketing is not new but as a powerful marketing tool its importance to help you grow your business is now only becoming clear. Online video marketing has been written about for a number of years and it is an area of marketing that still continues to evolve as time goes bye. Technologies for video production, video email and video streaming that allow businesses to apply videos to their marketing mix model are also maturing, making it even more important to consider video marketing no matter what your business.

 

Go Further than YouTube. While YouTube is the largest video sharing site on the web, with the most traffic and the highest amount of users, is it really the definitive place for getting your videos viewed?. Video marketing has to be brought directly to your customers attention, when a video is streamed on your website or blog your brand recognition jumps, when a video is emailed to your customer base your open and click rates can improve by 3X.

 

Welcome to the video nation, people love watching videos and don’t find them intrusive, in fact studies show most people would rather watch a video than have to read. This is especially true if your company, products, or service require deeper explanation or has higher consideration values. The Rich Media web is upon us, statistics prove your website bounce rate will decrease with video content. Depending on the quality of the video and how long it plays, video can really grab of hold a visitor on your website that much longer.

 

Video SEO.Every business should consider video for SEO, When a video is displayed in search engine results, the way people click on links within that page changes. A video result in position 4 or 5 will get a better CTR than a non video result in position 2 or 3. If you upload and stream your your video in a blog, website or video landing page then optimize them with nice friendly titles, descriptions, this video will become a great candidate to really increase your site rankings. Forrester Research found that videos were 50 times more likely to receive an organic first page ranking than traditional text pages.

 

Video Email. Create Video Email Marketing Campaigns: To get your video really noticed, think beyond stand-alone video publishing. To really drive reach and exposure, create a series of videos that you video email regularly. Not only will this create a great impact on your marketing efforts, but it will also allow you to build your brand identity as each video is released.

 

Video Production is Not Expensive. There is so much you can do with video. Inexpensive video templates can be turned in to video ads, you can film yourself or do screen captures to tell your story in motion.

 

Video marketing complicated?, Fiddelsticks. Go on, dive in and try it! The longer you hesitate, the faster your competition will claim themselves as video marketing gurus and steal those inches and views in the great business game.

 

Watch this video on Vimeo. Video created by Comprimido.

via

 

The year-end hustle and bustle is on, marketers. We’re all finalizing next year’s tactical mix and strategy, refining targets, and setting goals—all with the intention of driving bigger, badder, and better results in the new year. When it comes to setting your SEO strategy for 2019, here’s an important stat to keep in mind: 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. For more than two decades, SEO has been a foundational digital marketing tactic. And as algorithms have been refined, content has proliferated, and innovation and technology have changed how we search—competition in the organic search landscape has hit an all-time high. What does 2019 have in store for us in the SEO realm? Here are our top SEO predictions and trends marketers should know now and keep an eye on into the new year.

 

#1 - The Mobile-Friendly Flag Will Fly Higher Than Ever

 

After more than a year of experimenting, Google released its mobile-first indexing in March 2018. With over half of all web traffic coming from mobile devices, this move reflects Google’s continued commitment to serving the best quality content to searchers when and where they’re searching. Mobile-first indexing simply means that Google is now using the mobile version of a given page for crawling, indexing, and ranking systems—rather than the desktop version, which had previously been the default. According to Google, mobile-indexing doesn’t provide a ranking advantage in and of itself, and is separate from the mobile-friendly assessment. However, as mobile web traffic has begun to dominate the search landscape, sites need to be mobile-friendly to remain competitive and consistently show up in mobile search results. A poor mobile experience can lead to a decrease in other ranking factors, like bounce rate—as illustrated below. Source: Think with Google While many search marketers have seen this shift coming, Google’s research showed that “for 70% of the mobile landing pages we analyzed, it took more than five seconds for the visual content above the fold to display on the screen, and it took more than seven seconds to fully load all visual content above and below the fold.” The mobile benchmark they’re setting for load time is under three seconds. All this means that 2019 is absolutely the time to firmly plant your flag strongly in the mobile-friendly camp. This will mean evaluating your web presence, SEO strategy, and content to ensure you’re able to provide the best possible mobile experience. If you’re unsure where you stand, you can start with Google’s Mobile-Friendly Test tool to test how easy it is for your audience to visit pages on your website.

 

#2 - Voice Search Will Continue to Raise the Content Stakes

 

The metaphorical cat is out of the bag when it comes to the ease of voice search. One in six Americans now owns a smart speaker, according to TechCrunch. By 2020, Gartner predicts that 30% of web browsing sessions will be done without a screen. Finally, there were over one billion voice searches per month as of January 2018. And with voice search platforms recording an error rate of under 5% with natural language processing (in English, at least) it stands to reason this trend will continue to grow as users find more reliable results. However, the switch to voice search will come with a new set of challenges for marketers—and that’s natural language. As of May 2017, almost 70% of requests to the Google Assistant are expressed in natural language versus typical keyword-based searches like those typed into a search bar. As a result, in 2019 and beyond it will be increasingly important for marketers to optimize and create content that lends itself to voice search. From a technical perspective, the usual suspects of page speed, site security, and domain authority will play an important role here. But at the end of the day, it’s all about ensuring your site content can be easily found via voice search. What will that content need to look like? Backlinko found that the average word count of a voice search result page is a whopping 2,312 words—and those words are written at a ninth grade level. In addition, considering and striving to match search intent will be more important than ever. Marketers will need to focus on what we like to call “being the best answer.” This means focusing on answering those question your ideal audience is and will be asking—whether they’re speaking to a smart speaker, smartphone, or web browser. “Google is essentially an answer engine,” TopRank Marketing CEO Lee Odden said not long ago. “If companies want to be the ‘best answer’ for what their potential customers are looking for, they’ll want to invest in content that is comprehensive and engaging on the topic.” [bctt tweet="If companies want to be the “best answer,” they’ll want to invest in #content that is comprehensive and engaging on the topic. - @leeodden #SEO #SearchMarketing" username="toprank"]

 

#3 - Increasing Privacy Demands Will Tip the Search Scales

 

From the two recent Google Plus data leaks affecting over 50 million users to massive data breaches at some of the world’s largest companies, we’re all increasingly aware of the amount of personal data floating about the digital realm. This coupled with an innate distrust in marketing messages—not to mention the “creep factor” of being followed around by ads—consumers and B2B buyers alike are looking for more privacy and protection on the web. For several years, HTTPS has been considered a ranking signal. And Google made their stance on HTTPS encryption well known this year. Ahead of the release of Chrome 68, Google strongly advocated websites make the HTTPS switch by July 2018—or risk their site being stamped “not secure” in the browser. In 2019 and beyond, marketers can expect Google and perhaps other browsers to double down on this. In addition, with new data protection laws like GDPR in the European Union, marketers can expect new privacy and security to take shape. This will certainly continue to impact paid search efforts, as new rules and restrictions will cause platform target changes. And that means that smart organic SEO will see a revival. Of course, GDPR doesn’t technically affect US-based customers, following data protection guidelines can only help your cause in building trust and keeping Google happy.

 

#4 - Expanding Market of Alternative Search Platforms

 

Google is still the king of search. But its market share is being challenged by more traditional search engines with a twist, as well as “non-traditional” search platforms. Case in point: Amazon. A recent eMarketer report shows that Amazon is now the third-largest digital advertising platform, behind Google and Facebook. In addition, according to Kenshoo, a whopping 72% of shoppers now use Amazon to find products, and 56% shared that they typically look on Amazon before any other sites. So, as Amazon search continues to find its legs in the digital advertising market, it’s worth considering their audience size and growth as your finalize your 2019 budget. As for those engines that resemble Google, Bing will continue to be a key player in SEO and paid search marketing in 2019. It accounts for about 22% of the desktop search market in the US and 4.1% of the mobile search market. With their recent rollout of LinkedIn profile targeting, their offerings are becoming increasingly attractive to the B2B market. Finally, alternative search platforms such as DuckDuckGo, StartPage, and Mojeek are growing in adoption—and you can bet that trend will continue in 2019. In fact, DuckDuckGo is will hit record traffic by the end of 2018, according to AdWeek. At the time of this post’s publishing, the “internet privacy company” had recorded more than 8.5 billion direct queries in 2018. While Google still reigns supreme, boasting well over half of the search market, marketers need to take note and consider additional platforms when designing their SEO and search marketing (and content) strategies—and no just because usage is rising. If you’re looking to get the most bang for your paid search buck, competition on alternative platforms is much lower right now—making it ripe with opportunity.

 

#5 - Raise The Bar on Content—Or Your Competitors Will E-A-T Your Lunch

 

While it makes a delightful pun, E-A-T is a serious concept in the SEO game. Google has told us many, many, many times that quality content will help shield from algorithmic changes and updates. Your content simply needs to follow three basic principles: Expertise, Authority, and Trustworthiness. In 2019, this means that it’s time to double-down on quality content creation. As we mentioned earlier, that quality content needs to meet relevant search intent and strive to provide the best answer for the searcher. But it shouldn’t simply be a concern for brands that are creating content, E-A-T also applies to individual authors. Creating quality content isn’t just a question of long-form or short-form. It’s content that’s created with the end-user in mind. High quality content should inform, entertain, or otherwise provide value to those reading it. That’s what ultimately ends up being shared socially, which is another factor in how Google views your content’s trustworthiness.

 

#6 - ‘Internetization’ Offers New Opportunities, But Requires Smart SEO Strategies

 

Our world is more connected than ever, thanks to what Constantine Passaris, Professor of Economics at University of New Brunswick, calls “internetization.” “Globalization is not an accurate descriptor of the 21st century and the internet-driven transformational change sweeping the international economic landscape,” he wrote in a World Economic Forum article. “Internetization is the contemporary face of globalization. It includes the modern tools of electronic globalization and embraces the digital connectivity and empowerment of the internet and the World Wide Web.” And as internetization continues to proliferate, B2B brands of all sizes have the opportunity to broaden their global footprint. But when it comes to reaching new audiences whenever and wherever their searching, you’ll need a smart global SEO strategy in 2019 and beyond. “Serving a global audience begins with understanding them,” Eli Schwartz, Director of SEO & Organic Product at SurveyMonkey, told us in an interview earlier this year. “By gaining insights on your audience through People Powered Data, you can create an SEO strategy that matters to them and reaches them in the vernacular in which they speak.” He added: “Depending on the potential value of these global users, it may not be prudent to translate the full site or offer free global shipping, but translating that one page that targets the most important international keywords is not that complicated. Additionally, companies can take the very first step towards global SEO by just having a look at where and how their website ranks on Google internationally. They may very well find some low hanging fruit worth building a strategy around.” [bctt tweet="By gaining insights on your audience through People Powered Data, you can create an #SEOStrategy that matters to them and reaches them in the vernacular in which they speak. - @5le" username="toprank"]

 

A Little Reminder to Take the SEO “Basics” into 2019

 

There are plenty of new and flashy trends to keep us all busy in the coming year, but that doesn’t mean that we should forget about the foundational elements of SEO. The Ranking Factors SEMRush Study 2.0 provides an excellent reminder of what truly matters to Google: Domain authority, direct traffic, content quality and website security. The SEMRush study shows one clear winner in the ranking factors category—direct traffic. This metric is typically a measure of brand awareness, and thus domain authority. Focusing on direct traffic as a KPI for your overall marketing awareness isn’t likely to go out of style any time soon. Another key factor along the lines of domain authority is the amount of backlinks to your site. “Every domain that ranks for a high-volume keyword has on average three times more backlinks than the domains from the three lower-volume groups on the same position,” says SEMRush in the same study. Along with having an authoritative domain, it’s also important to provide quality content. Time on site, pages per session, and bounce rate remain in the top 5 ranking factors this year. Content length is also a factor, as the same study shows that there’s a 45% difference in content length between the top 3 and the 20th SERP position. If you want your content to rank, make it worth reading and engaging with. “The data is there,” Lee said not too long ago. “Customers are telling you what they want. The question is, how to connect those dots of data to understand and optimize customer experiences?” Using data to understand customer preferences for search discovery and intent will help you optimize content to become the best answer buyers are looking for.

 

Ready. Set. Let’s Go, 2019

 

As you gear up for 2019, keep these trends—and the basics of SEO and search marketing—in mind. Providing the right information, quickly and in a way that is easy will always be in style. The ways we get there may change with time (or algo updates), but the focus remains the same. Content is SEO’s beautiful stepsister. What’s on tap for 2019 in the content marketing realm? Check out our picks top content marketing trends and predictions to watch in 2019.

 

The post TopRank Marketing’s Top 6 SEO Predictions & Trends for 2019 appeared first on Online Marketing Blog - TopRank®.

 

www.toprankblog.com/2018/12/seo-predictions-trends-2019/

What is video marketing?

Video marketing is not new but as a powerful marketing tool its importance to help you grow your business is now only becoming clear. Online video marketing has been written about for a number of years and it is an area of marketing that still continues to evolve as time goes bye. Technologies for video production, video email and video streaming that allow businesses to apply videos to their marketing mix model are also maturing, making it even more important to consider video marketing no matter what your business.

 

Go Further than YouTube. While YouTube is the largest video sharing site on the web, with the most traffic and the highest amount of users, is it really the definitive place for getting your videos viewed?. Video marketing has to be brought directly to your customers attention, when a video is streamed on your website or blog your brand recognition jumps, when a video is emailed to your customer base your open and click rates can improve by 3X.

 

Welcome to the video nation, people love watching videos and don’t find them intrusive, in fact studies show most people would rather watch a video than have to read. This is especially true if your company, products, or service require deeper explanation or has higher consideration values. The Rich Media web is upon us, statistics prove your website bounce rate will decrease with video content. Depending on the quality of the video and how long it plays, video can really grab of hold a visitor on your website that much longer.

 

Video SEO.Every business should consider video for SEO, When a video is displayed in search engine results, the way people click on links within that page changes. A video result in position 4 or 5 will get a better CTR than a non video result in position 2 or 3. If you upload and stream your your video in a blog, website or video landing page then optimize them with nice friendly titles, descriptions, this video will become a great candidate to really increase your site rankings. Forrester Research found that videos were 50 times more likely to receive an organic first page ranking than traditional text pages.

 

Video Email. Create Video Email Marketing Campaigns: To get your video really noticed, think beyond stand-alone video publishing. To really drive reach and exposure, create a series of videos that you video email regularly. Not only will this create a great impact on your marketing efforts, but it will also allow you to build your brand identity as each video is released.

 

Video Production is Not Expensive. There is so much you can do with video. Inexpensive video templates can be turned in to video ads, you can film yourself or do screen captures to tell your story in motion.

 

Video marketing complicated?, Fiddelsticks. Go on, dive in and try it! The longer you hesitate, the faster your competition will claim themselves as video marketing gurus and steal those inches and views in the great business game.

 

Watch this video on Vimeo. Video created by Comprimido.

www.honfest.net/index.html

 

Went to the HonFest in Baltimore today, so much fun!

HonFest is a local tradition. The Bawlmer term of endearment, Hon, short for Honey, embodies the warmth and affection bestowed upon our neighbors and visitors alike by historic working-women of Baltimore. HonFest is an annual celebration in honor of these women.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and just this April by The New Yorker.

 

The national media coverage isn't "breaking news" around here. Those of us who have witnessed the magnitude of more recent HonFests aren't surprised by national recognition. What has been more surprising to those close to the festival, however, has been the international recognition of late.

 

A comprehensive analytics program was implemented in conjunction with the launch of the new website, www.honfest.net. Data recovered by this program displays visitors to the site hail from 22 countries! More than half of these countries provided site visitors who stayed to read through more than one page of the site.

 

In tech-terms, bounce rate is the percentage of website visitors who arrive at a website and leave without going to a second page within the site. Consequently, if you have 100 visitors to your site and 70 of them look at more than one page, you have a 30% bounce rate.

 

Now that you understand bounce rate, let's look at the interesting details of our international visitors:

 

The United Kingdom has provided 21 visitors at a 38% bounce rate. Eleven of those visits were from London, three from Manchester and one each from Wallington, Iver and Stourbridge.

 

Several visitors have also arrived and browsed though the HonFest site from Italy, Romania, Australia, Hong Kong, Spain, China and Canada.

 

The United States has provided visitors in the thousands from 39 out of our 50 great states. States with the most visitors are Maryland, DC, Virginia, New York, Pennsylvania, New Jersey, California, Massachusetts, Florida and Texas.

 

In answer to the question, "Is the hon a dying breed?," Denise Whiting, creator of HonFest, exclaimed, "No! Absolutely not. Hon will live on forever in our hearts, and HonFest gives everyone an opportunity to celebrate and embrace their heritage."

 

According to those statistics, it doesn't look like "HON" is going anywhere, any time soon. See ya in June, HON!

 

HonFest: A One-of-a-kind Baltimore Tradition

Think all summer street festivals are about the same? Check out HonFest. Locatecd in the Baltimore neighborhood of Hampden, HonFest celebrates the working women who helped make this great city what it is.

 

“Hon”, short for Honey, is a classic Bawlmer term of endearment. For generations, it has expressed the warmth and affection bestowed upon neighbors and visitors alike by our mothers and grandmothers.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and The New Yorker.

 

Each year, revelers from every corner of our city, region, and nation--not to mention from overseas—have come to Hampden to celebrate Baltimore heritage and experience what makes the town like no other.

 

WHAT IS A HON?

The term Hon is actually a friendly greeting and comes from the word honey. Around here, however, the women who vie to become Baltimore’s Best Hon are a vision of the sixties-era. They are women with beehive hairdos, bright-blue eye shadow, spandex pants and anything with leopard print!

 

FEEL LIKE YOU WON'T FIT IN?

At HonFest you too can get your own beehive in our Glamour Lounge, listen to talented local musicians, and check out the work of local artists, while you stroll down The Avenue.

 

HOW CAN I FIND IT!?

This nationally recognized festival covers four city blocks on 36th Street (The Avenue) in the neighborhood of Hampden. Hampden is a revered old-style Baltimore neighborhood, filled with quirky shops, quaint restaurants and endearing residents. HonFest gives local storeowners the opportunity to spill-out onto the sidewalk and showcase their wares. HonFest is a favorite destination for young and old, tourist and resident.

  

www.honfest.net/index.html

 

Went to the HonFest in Baltimore today, so much fun!

HonFest is a local tradition. The Bawlmer term of endearment, Hon, short for Honey, embodies the warmth and affection bestowed upon our neighbors and visitors alike by historic working-women of Baltimore. HonFest is an annual celebration in honor of these women.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and just this April by The New Yorker.

 

The national media coverage isn't "breaking news" around here. Those of us who have witnessed the magnitude of more recent HonFests aren't surprised by national recognition. What has been more surprising to those close to the festival, however, has been the international recognition of late.

 

A comprehensive analytics program was implemented in conjunction with the launch of the new website, www.honfest.net. Data recovered by this program displays visitors to the site hail from 22 countries! More than half of these countries provided site visitors who stayed to read through more than one page of the site.

 

In tech-terms, bounce rate is the percentage of website visitors who arrive at a website and leave without going to a second page within the site. Consequently, if you have 100 visitors to your site and 70 of them look at more than one page, you have a 30% bounce rate.

 

Now that you understand bounce rate, let's look at the interesting details of our international visitors:

 

The United Kingdom has provided 21 visitors at a 38% bounce rate. Eleven of those visits were from London, three from Manchester and one each from Wallington, Iver and Stourbridge.

 

Several visitors have also arrived and browsed though the HonFest site from Italy, Romania, Australia, Hong Kong, Spain, China and Canada.

 

The United States has provided visitors in the thousands from 39 out of our 50 great states. States with the most visitors are Maryland, DC, Virginia, New York, Pennsylvania, New Jersey, California, Massachusetts, Florida and Texas.

 

In answer to the question, "Is the hon a dying breed?," Denise Whiting, creator of HonFest, exclaimed, "No! Absolutely not. Hon will live on forever in our hearts, and HonFest gives everyone an opportunity to celebrate and embrace their heritage."

 

According to those statistics, it doesn't look like "HON" is going anywhere, any time soon. See ya in June, HON!

 

HonFest: A One-of-a-kind Baltimore Tradition

Think all summer street festivals are about the same? Check out HonFest. Locatecd in the Baltimore neighborhood of Hampden, HonFest celebrates the working women who helped make this great city what it is.

 

“Hon”, short for Honey, is a classic Bawlmer term of endearment. For generations, it has expressed the warmth and affection bestowed upon neighbors and visitors alike by our mothers and grandmothers.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and The New Yorker.

 

Each year, revelers from every corner of our city, region, and nation--not to mention from overseas—have come to Hampden to celebrate Baltimore heritage and experience what makes the town like no other.

 

WHAT IS A HON?

The term Hon is actually a friendly greeting and comes from the word honey. Around here, however, the women who vie to become Baltimore’s Best Hon are a vision of the sixties-era. They are women with beehive hairdos, bright-blue eye shadow, spandex pants and anything with leopard print!

 

FEEL LIKE YOU WON'T FIT IN?

At HonFest you too can get your own beehive in our Glamour Lounge, listen to talented local musicians, and check out the work of local artists, while you stroll down The Avenue.

 

HOW CAN I FIND IT!?

This nationally recognized festival covers four city blocks on 36th Street (The Avenue) in the neighborhood of Hampden. Hampden is a revered old-style Baltimore neighborhood, filled with quirky shops, quaint restaurants and endearing residents. HonFest gives local storeowners the opportunity to spill-out onto the sidewalk and showcase their wares. HonFest is a favorite destination for young and old, tourist and resident.

  

Your homepage is obviously the most crucial page of the website. One factor to keep in mind is you never obtain a second chance to create a first impression so it’s important you snag the traffic and filter those visitors into leads after which eventually customers.

 

1. Hero Image Banner

 

“a expression used in website developer for any specific kind of web banner. Quite the hero image is really a large banner image, conspicuously put on an internet page, generally right in front and center. The hero image is frequently the very first visual a customer encounters on the website and it is purpose would be to present an introduction to the site’s most significant content. Quite the hero image frequently includes image and text, could be static or dynamic (e.g. a rotating listing of images and/or topics).”

 

Hero images would be the primary object that pulls your users in and also you must make certain its perfect to describe what you are, that which you do, and you skill for that individual user.

 

They often contain a:

 

• Headline - Hook/Primary message 1-8 words MAX (this is actually the greatest text)

 

• Sub headline - smaller sized text which goes into a little more detail (1-2 sentences)

 

• Primary Proactive approach - button/link that transports the consumer to buy, call, email, etc.

 

• Supporting Image - Background image which goes using the theme from the service/product you're selling or promoting.

 

2. Supporting information

 

Developing trust. Despite the fact that website developer now advanced with computers like a society, most are still very skeptical about where installed their charge card information, with valid reason! A person ought to always be weary of entering their information anywhere on the internet. Supporting details are necessary to winning your users’ hearts especially those who question what you are, that which you do, and why your productsOrsupport suits them. It validates their question-ability regarding your company/product/service and enables these to keep the proactive approach.

 

Supporting information can include:

 

• Advantages of your productsOrsupport

 

• What you are

 

• Affiliate logos

 

• Social proof

 

• Reviews/Testimonials

 

• Success Indicators

 

3. Navigation

 

You need to always provide your visitors a obvious and concise path towards their intended destination out of your homepage. It’s vital that you make certain the navigation can also be visible whatsoever occasions if at all possible. If your internet site is to incorporate searching for products, make certain this object is prominent and try to visible too. The objective of an excellent navigation would be to decrease bounce rates, you certainly don't want to waste your users’ time by leading them within the wrong direction. Many people get frustrated, particularly when they can't find what they're searching for.

 

4. Sources

 

nearly all users which come to your website will not really anticipate to buy/join you. This really is normal. Have an area around the homepage where they are able to dive much deeper and find out more about your productsOrsupport. This invites them to understand more about what it's they're searching for and website developer is another item that can help you identify what you are which help with credibility.

 

5. Secondary Call-to-Action

 

Required for obtaining a grasp on individuals who aren't thinking about most of your objective. “If the very first internet doesn’t have them, try having a second one.” Secondary call to actions ought to always be underneath the fold. They should provide the user a choice in situation they aren’t thinking about what they’ve already seen.

www.honfest.net/index.html

 

Went to the HonFest in Baltimore today, so much fun!

HonFest is a local tradition. The Bawlmer term of endearment, Hon, short for Honey, embodies the warmth and affection bestowed upon our neighbors and visitors alike by historic working-women of Baltimore. HonFest is an annual celebration in honor of these women.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and just this April by The New Yorker.

 

The national media coverage isn't "breaking news" around here. Those of us who have witnessed the magnitude of more recent HonFests aren't surprised by national recognition. What has been more surprising to those close to the festival, however, has been the international recognition of late.

 

A comprehensive analytics program was implemented in conjunction with the launch of the new website, www.honfest.net. Data recovered by this program displays visitors to the site hail from 22 countries! More than half of these countries provided site visitors who stayed to read through more than one page of the site.

 

In tech-terms, bounce rate is the percentage of website visitors who arrive at a website and leave without going to a second page within the site. Consequently, if you have 100 visitors to your site and 70 of them look at more than one page, you have a 30% bounce rate.

 

Now that you understand bounce rate, let's look at the interesting details of our international visitors:

 

The United Kingdom has provided 21 visitors at a 38% bounce rate. Eleven of those visits were from London, three from Manchester and one each from Wallington, Iver and Stourbridge.

 

Several visitors have also arrived and browsed though the HonFest site from Italy, Romania, Australia, Hong Kong, Spain, China and Canada.

 

The United States has provided visitors in the thousands from 39 out of our 50 great states. States with the most visitors are Maryland, DC, Virginia, New York, Pennsylvania, New Jersey, California, Massachusetts, Florida and Texas.

 

In answer to the question, "Is the hon a dying breed?," Denise Whiting, creator of HonFest, exclaimed, "No! Absolutely not. Hon will live on forever in our hearts, and HonFest gives everyone an opportunity to celebrate and embrace their heritage."

 

According to those statistics, it doesn't look like "HON" is going anywhere, any time soon. See ya in June, HON!

 

HonFest: A One-of-a-kind Baltimore Tradition

Think all summer street festivals are about the same? Check out HonFest. Locatecd in the Baltimore neighborhood of Hampden, HonFest celebrates the working women who helped make this great city what it is.

 

“Hon”, short for Honey, is a classic Bawlmer term of endearment. For generations, it has expressed the warmth and affection bestowed upon neighbors and visitors alike by our mothers and grandmothers.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and The New Yorker.

 

Each year, revelers from every corner of our city, region, and nation--not to mention from overseas—have come to Hampden to celebrate Baltimore heritage and experience what makes the town like no other.

 

WHAT IS A HON?

The term Hon is actually a friendly greeting and comes from the word honey. Around here, however, the women who vie to become Baltimore’s Best Hon are a vision of the sixties-era. They are women with beehive hairdos, bright-blue eye shadow, spandex pants and anything with leopard print!

 

FEEL LIKE YOU WON'T FIT IN?

At HonFest you too can get your own beehive in our Glamour Lounge, listen to talented local musicians, and check out the work of local artists, while you stroll down The Avenue.

 

HOW CAN I FIND IT!?

This nationally recognized festival covers four city blocks on 36th Street (The Avenue) in the neighborhood of Hampden. Hampden is a revered old-style Baltimore neighborhood, filled with quirky shops, quaint restaurants and endearing residents. HonFest gives local storeowners the opportunity to spill-out onto the sidewalk and showcase their wares. HonFest is a favorite destination for young and old, tourist and resident.

  

  

On-page Optimization for Medical Practices

 

SEO can be a tricky topic to wrestle with if you own a website for your business. There are so many different topics and buzzwords to understand. Here at Telos Digital Marketing, we believe in teaching our clients so that they can better understand what we offer for them. In this article, let’s take a look at “on-page SEO.” On-page SEO is the optimization of the actual website you own to help it rank better. This is in contrast to off-page SEO, which focuses on things like building links to your site or building social media profiles for your site. On-page SEO looks at many factors on your website that can be optimized. The first thing that any SEO will look at to optimize is the content. Google (and most other search engines for that matter) often factor the quantity and quality of the content on your site into how well it will rank. Search engines often look at the total number of words on any individual page on your site. While Google states that 400-500 words per page are what they look for, the actual number can vary greatly, and often more is better. However, most search engines are able to also asses the quality of the article. Anything from simple typos and spelling errors, to things like duplicated content, can negatively affect the ranking. For this reason, it’s essential that you have a large quantity of quality content. Written content isn’t the only thing that Google looks for. In addition to well-written text, videos are a very powerful factor in the content equation. Having a video embedded on every page can go a long way towards boosting the position of your site. Linking out to other web pages, such as Web M.D. Or the Mayo Clinic, has also been shown to have a positive effect on a page’s rankings. The speed at which your site loads can also have a significant impact on the ranking of your site for two reasons. The first reason is that the algorithm that decides the rankings factors in the load time of a website as a quality factor. This can be easily remedied by an SEO in many ways. Sometimes unnecessary plugins can make a page load much slower than it should. Likewise, lacking specific plug-ins that can mitigate the load time also factors in. Sometimes, a simple change of the theme of the site can even help. The other reason that site speed matters, along with the overall quality of your site, is what is known as the “bounce rate.” This is the rate at which visitors to your site viewed one page and stayed for 0 seconds. When pages load slowly, some people will just leave. Likewise, even if they remain for a short amount of time, if they leave quickly because they find the actual content uninteresting this can also affect the ranking. Finally, one of the significant factors in on-page SEO is images. Google considers images a significant type of content. The more images, the better. However, the images have to be properly optimized. Not only to make sure they don’t negatively affect the site speed but to also optimize the metadata of each image. Other smaller factors can go towards your ranking, but now you know some of the most important on-page SEO items of interest.Originally posted at: https://telosdm.com/medical-seo/on-page-seo-for-medical-practices/Telos Digital Marketing

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www.honfest.net/index.html

 

Went to the HonFest in Baltimore today, so much fun!

HonFest is a local tradition. The Bawlmer term of endearment, Hon, short for Honey, embodies the warmth and affection bestowed upon our neighbors and visitors alike by historic working-women of Baltimore. HonFest is an annual celebration in honor of these women.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and just this April by The New Yorker.

 

The national media coverage isn't "breaking news" around here. Those of us who have witnessed the magnitude of more recent HonFests aren't surprised by national recognition. What has been more surprising to those close to the festival, however, has been the international recognition of late.

 

A comprehensive analytics program was implemented in conjunction with the launch of the new website, www.honfest.net. Data recovered by this program displays visitors to the site hail from 22 countries! More than half of these countries provided site visitors who stayed to read through more than one page of the site.

 

In tech-terms, bounce rate is the percentage of website visitors who arrive at a website and leave without going to a second page within the site. Consequently, if you have 100 visitors to your site and 70 of them look at more than one page, you have a 30% bounce rate.

 

Now that you understand bounce rate, let's look at the interesting details of our international visitors:

 

The United Kingdom has provided 21 visitors at a 38% bounce rate. Eleven of those visits were from London, three from Manchester and one each from Wallington, Iver and Stourbridge.

 

Several visitors have also arrived and browsed though the HonFest site from Italy, Romania, Australia, Hong Kong, Spain, China and Canada.

 

The United States has provided visitors in the thousands from 39 out of our 50 great states. States with the most visitors are Maryland, DC, Virginia, New York, Pennsylvania, New Jersey, California, Massachusetts, Florida and Texas.

 

In answer to the question, "Is the hon a dying breed?," Denise Whiting, creator of HonFest, exclaimed, "No! Absolutely not. Hon will live on forever in our hearts, and HonFest gives everyone an opportunity to celebrate and embrace their heritage."

 

According to those statistics, it doesn't look like "HON" is going anywhere, any time soon. See ya in June, HON!

 

HonFest: A One-of-a-kind Baltimore Tradition

Think all summer street festivals are about the same? Check out HonFest. Locatecd in the Baltimore neighborhood of Hampden, HonFest celebrates the working women who helped make this great city what it is.

 

“Hon”, short for Honey, is a classic Bawlmer term of endearment. For generations, it has expressed the warmth and affection bestowed upon neighbors and visitors alike by our mothers and grandmothers.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and The New Yorker.

 

Each year, revelers from every corner of our city, region, and nation--not to mention from overseas—have come to Hampden to celebrate Baltimore heritage and experience what makes the town like no other.

 

WHAT IS A HON?

The term Hon is actually a friendly greeting and comes from the word honey. Around here, however, the women who vie to become Baltimore’s Best Hon are a vision of the sixties-era. They are women with beehive hairdos, bright-blue eye shadow, spandex pants and anything with leopard print!

 

FEEL LIKE YOU WON'T FIT IN?

At HonFest you too can get your own beehive in our Glamour Lounge, listen to talented local musicians, and check out the work of local artists, while you stroll down The Avenue.

 

HOW CAN I FIND IT!?

This nationally recognized festival covers four city blocks on 36th Street (The Avenue) in the neighborhood of Hampden. Hampden is a revered old-style Baltimore neighborhood, filled with quirky shops, quaint restaurants and endearing residents. HonFest gives local storeowners the opportunity to spill-out onto the sidewalk and showcase their wares. HonFest is a favorite destination for young and old, tourist and resident.

  

www.honfest.net/index.html

 

Went to the HonFest in Baltimore today, so much fun!

HonFest is a local tradition. The Bawlmer term of endearment, Hon, short for Honey, embodies the warmth and affection bestowed upon our neighbors and visitors alike by historic working-women of Baltimore. HonFest is an annual celebration in honor of these women.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and just this April by The New Yorker.

 

The national media coverage isn't "breaking news" around here. Those of us who have witnessed the magnitude of more recent HonFests aren't surprised by national recognition. What has been more surprising to those close to the festival, however, has been the international recognition of late.

 

A comprehensive analytics program was implemented in conjunction with the launch of the new website, www.honfest.net. Data recovered by this program displays visitors to the site hail from 22 countries! More than half of these countries provided site visitors who stayed to read through more than one page of the site.

 

In tech-terms, bounce rate is the percentage of website visitors who arrive at a website and leave without going to a second page within the site. Consequently, if you have 100 visitors to your site and 70 of them look at more than one page, you have a 30% bounce rate.

 

Now that you understand bounce rate, let's look at the interesting details of our international visitors:

 

The United Kingdom has provided 21 visitors at a 38% bounce rate. Eleven of those visits were from London, three from Manchester and one each from Wallington, Iver and Stourbridge.

 

Several visitors have also arrived and browsed though the HonFest site from Italy, Romania, Australia, Hong Kong, Spain, China and Canada.

 

The United States has provided visitors in the thousands from 39 out of our 50 great states. States with the most visitors are Maryland, DC, Virginia, New York, Pennsylvania, New Jersey, California, Massachusetts, Florida and Texas.

 

In answer to the question, "Is the hon a dying breed?," Denise Whiting, creator of HonFest, exclaimed, "No! Absolutely not. Hon will live on forever in our hearts, and HonFest gives everyone an opportunity to celebrate and embrace their heritage."

 

According to those statistics, it doesn't look like "HON" is going anywhere, any time soon. See ya in June, HON!

 

HonFest: A One-of-a-kind Baltimore Tradition

Think all summer street festivals are about the same? Check out HonFest. Locatecd in the Baltimore neighborhood of Hampden, HonFest celebrates the working women who helped make this great city what it is.

 

“Hon”, short for Honey, is a classic Bawlmer term of endearment. For generations, it has expressed the warmth and affection bestowed upon neighbors and visitors alike by our mothers and grandmothers.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and The New Yorker.

 

Each year, revelers from every corner of our city, region, and nation--not to mention from overseas—have come to Hampden to celebrate Baltimore heritage and experience what makes the town like no other.

 

WHAT IS A HON?

The term Hon is actually a friendly greeting and comes from the word honey. Around here, however, the women who vie to become Baltimore’s Best Hon are a vision of the sixties-era. They are women with beehive hairdos, bright-blue eye shadow, spandex pants and anything with leopard print!

 

FEEL LIKE YOU WON'T FIT IN?

At HonFest you too can get your own beehive in our Glamour Lounge, listen to talented local musicians, and check out the work of local artists, while you stroll down The Avenue.

 

HOW CAN I FIND IT!?

This nationally recognized festival covers four city blocks on 36th Street (The Avenue) in the neighborhood of Hampden. Hampden is a revered old-style Baltimore neighborhood, filled with quirky shops, quaint restaurants and endearing residents. HonFest gives local storeowners the opportunity to spill-out onto the sidewalk and showcase their wares. HonFest is a favorite destination for young and old, tourist and resident.

  

www.honfest.net/index.html

 

Went to the HonFest in Baltimore today, so much fun!

HonFest is a local tradition. The Bawlmer term of endearment, Hon, short for Honey, embodies the warmth and affection bestowed upon our neighbors and visitors alike by historic working-women of Baltimore. HonFest is an annual celebration in honor of these women.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and just this April by The New Yorker.

 

The national media coverage isn't "breaking news" around here. Those of us who have witnessed the magnitude of more recent HonFests aren't surprised by national recognition. What has been more surprising to those close to the festival, however, has been the international recognition of late.

 

A comprehensive analytics program was implemented in conjunction with the launch of the new website, www.honfest.net. Data recovered by this program displays visitors to the site hail from 22 countries! More than half of these countries provided site visitors who stayed to read through more than one page of the site.

 

In tech-terms, bounce rate is the percentage of website visitors who arrive at a website and leave without going to a second page within the site. Consequently, if you have 100 visitors to your site and 70 of them look at more than one page, you have a 30% bounce rate.

 

Now that you understand bounce rate, let's look at the interesting details of our international visitors:

 

The United Kingdom has provided 21 visitors at a 38% bounce rate. Eleven of those visits were from London, three from Manchester and one each from Wallington, Iver and Stourbridge.

 

Several visitors have also arrived and browsed though the HonFest site from Italy, Romania, Australia, Hong Kong, Spain, China and Canada.

 

The United States has provided visitors in the thousands from 39 out of our 50 great states. States with the most visitors are Maryland, DC, Virginia, New York, Pennsylvania, New Jersey, California, Massachusetts, Florida and Texas.

 

In answer to the question, "Is the hon a dying breed?," Denise Whiting, creator of HonFest, exclaimed, "No! Absolutely not. Hon will live on forever in our hearts, and HonFest gives everyone an opportunity to celebrate and embrace their heritage."

 

According to those statistics, it doesn't look like "HON" is going anywhere, any time soon. See ya in June, HON!

 

HonFest: A One-of-a-kind Baltimore Tradition

Think all summer street festivals are about the same? Check out HonFest. Locatecd in the Baltimore neighborhood of Hampden, HonFest celebrates the working women who helped make this great city what it is.

 

“Hon”, short for Honey, is a classic Bawlmer term of endearment. For generations, it has expressed the warmth and affection bestowed upon neighbors and visitors alike by our mothers and grandmothers.

 

Since 1994, HonFest has grown from a tiny Baltimore's Best Hon pageant behind Café Hon, to a nationally recognized festival that covers four city blocks on Hampden's very own 36th Street. In recent years, the festival has been acknowledged by The New York Times, Rachel Ray's Tasty Travels, Nightly News with Brian Williams, The New York Post, Southern Living, The LA Times, HGTV, CNN, and The New Yorker.

 

Each year, revelers from every corner of our city, region, and nation--not to mention from overseas—have come to Hampden to celebrate Baltimore heritage and experience what makes the town like no other.

 

WHAT IS A HON?

The term Hon is actually a friendly greeting and comes from the word honey. Around here, however, the women who vie to become Baltimore’s Best Hon are a vision of the sixties-era. They are women with beehive hairdos, bright-blue eye shadow, spandex pants and anything with leopard print!

 

FEEL LIKE YOU WON'T FIT IN?

At HonFest you too can get your own beehive in our Glamour Lounge, listen to talented local musicians, and check out the work of local artists, while you stroll down The Avenue.

 

HOW CAN I FIND IT!?

This nationally recognized festival covers four city blocks on 36th Street (The Avenue) in the neighborhood of Hampden. Hampden is a revered old-style Baltimore neighborhood, filled with quirky shops, quaint restaurants and endearing residents. HonFest gives local storeowners the opportunity to spill-out onto the sidewalk and showcase their wares. HonFest is a favorite destination for young and old, tourist and resident.

  

Updated:

Enhanced Ecommerce brings with it a new bag of toys for analysts and marketers. In this series of posts, I’ll cover what I believe to be some of the most beneficial features, how they are best leveraged, and some handy tips to make sure the implementation goes smoothly.

First up: surfacing complete visitor journeys using product impressions and detailed views.

 

Note that Enhance Ecommerce is a Universal Analytics-only feature. If you have not yet updated to the new tracking library (analytics.js), this will be a necessary first step before proceeding with implementing these new ecommerce methods.

  

Frankly, tracking only cart checkout steps and purchases tells us fairly little about the performance of products on a website. Yes, it will tell us crucial things such as where people drop off, which products make it all the way from cart addition to purchase, etc., but it leaves us blind to some of the most essential first steps our visitors take through the jungle that is our website.

By keeping track of complete user journeys in relation to our products we can start answering precisely the following questions.

 

What gave our visitors the idea to buy a product in the first place?

Why did they pick one product over the other?

Where are the “hot spots” in which to place the products we want to push?

Which product copy sucks?

 

Product Impressions

 

The impression methodology allows us to surface data about where visitors saw a given product, where it was positioned in a list of several products, what context it was presented in, and so on.

 

CTR, click-through-rate, is not a metric reserved for ads. This sort of measurement is equally important on our website. Enhanced Ecommerce allows us to surface CTR for categories, brands, products, and internal promotions, giving us a critical data point needed to evaluate performance and optimize against it. To start tracking CTR, compliment your impressions methods with the click methods. The ratio between clicks and impressions will give us the CTR.

  

By attaching impression data for each visible product to a hit, such as a Pageview or an Event hit, we can pass the following attributes to Google Analytics:

 

Name (required): The name of the product, which will show up under the “Product” dimension in GA.

Id (required): Our identifier for the product, which will show up under the “Product SKU” dimension in GA.

Price: Yep, it’s what it costs.

Brand: The brand name, such as “Apple” or “Samsung”.

Category: The product genre, such as “Apples” (if we’re selling fruit online).

Variant: The variation of a products, such as “Green” or “Red”. Or “Kind of big” if the product is iPhone 6 Plus.

List: This one is important and really brings something new to the table. Use the value of this attribute to surface in what context the product was presented on a page. For example “best sellers”, or some internal identifying number for a list of items. If we want to be really fancy, we could append what sorting method is used as the items are presented, such as “bestsellers: a-z” or “bestsellers: relevancy”.

Position: This is the good stuff. We can use whatever logic we want (I usually go left to right) to surface what position the product was in on a list of products. The important thing is that we understand where “1”, “2”, etc. means in relation to our website.

 

One benefit of attaching additional data to hits is that we can include everything in one http request to the GA servers. This is particularly important if we have high volumes of traffic and are subject to the lower hit-limitations of a Standard GA account. Note, however, that a single hit may not be larger than 8192 bytes, which is usually fine unless we are getting above 40 products or have very long descriptive values for the attributes presented above.

Boom, we can start the process of optimizing our website:

 

Which product is performing best where?

Are we placing our most profitable products in optimal positions?

Are there blind spots where important products get overseen?

Are some products cannibalizing others?

  

Tip: If sending this kind of ecommerce data through a separate hit in parallel with ordinary pageview hits, we probably want to mark the hit non-interactive. This means that it is not considered when calculating Bounce Rate (which would skew the metric towards 0). To do this, simply set the value of the “non-interactive” attribute to “true” in GTM or in the analytics.js snippet.

  

The Holy Rate: Buy-to-Detail

Ok, so we got the impressions down. How are we doing with presenting individual products? The detail method will give us our next clue in understanding how visitors perceive our products.

By tracking which items were looked at more closely, we can start connecting the dots between browsing and purchasing. From brands or categories to specific products, this gives us a very important relative metric: the Buy-to-Detail rate. It is what it sounds like: the number of purchases of X divided by the numbers of detailed views of X. So, a relatively high Buy-to-Detail rate tells us that visitors are more likely to buy the product after looking at its details than is the case for products with a low Buy-to-Detail rate.

The attributes we attach to this type of tracking are the same as the ones attached to product impressions above, except “Quantity”, which is usually included instead of “List” and “Position” (which are less applicable here).

 

Name

Id

Price

Brand

Category

Variant

Quantity

  

When comparing the winners to the losers, we will start identifying our mistakes as well as our bull’s-eyes:

 

What makes up a killer copy?

Which Unique Selling Points are most persuasive?

What might defer a visitor from buying a product?

What Call-to-Actions are most successful?

What other patterns in visitor behavior can we detect?

 

Based on these insights, we can start optimizing how we present our products, either through A/B-testing or by direct changes if we’re confident or if we lost the login credentials to Optimizely again.

 

But wait, can’t we just count the number of pageviews for each product page and put that in relation to purchases? Of course we can, but what’s the fun in that, party pooper. Also, such a methodology is also dependent on a clear URL structure including all the attributes aforementioned that can easily be tied to the sale of each product. It will result in some serious hair tearing trying to match rows in Excel if we’re dealing with a large number of products (trust me).

In contrast, the Enhanced Ecommerce methodology will enable us to set up reports that are comprehensible and easy to manage in the long run. Since these new dimensions and metrics will now be available to us throughout the GA interface, we will be able to set up tailor-made custom reports showing us exactly what we need in terms of product performance.

Conclusion

The new Enhanced Ecommerce methods for product impressions and detailed views are extremely useful and will bring new data points to the table which are hard to hack together ourselves. In fact, it will surface data that we might not even be able to get anywhere else, as it ties back to all the segmentation power of Google Analytics (technology, behavior, attribution, etc.). Perhaps most important of all, it will give us actionable insights that we can work with to continuously improve the presentation of products and the performance of our ecommerce business.

 

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