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via Tumblr bit.ly/2dueWGI SEO Metrics Will Drain Your Marketing Efforts:

 

When doing your own marketing for your business it’s important to note that Internet Marketing is really golden. Simply because of one simple word, “Metrics.” In an offline world, you’re praying for results. I’m not here to say offline marketing is evil because it’s still a great way to advertise yourself. A lot of big businesses have the money to use every possible method. Legal services tend to have enough money to utilize everything.

 

For the rest of us who are starting out, we want the most cost effective solution on the planet. A website is a key component to your business. Before going further I’d like to make sure this is understood. Having a website even a poorly designed one is a bonus. Simply because it means you’re a serious business. In many cases, it means you’re a real business.

 

We live in the information era. We all understand the importance of time and I know you can’t convey to me everything about your business if I just met you, but if you gave me your card and you don’t have a website address on there, then how can I know more about you? This is an interesting detour that leads us back to the topic which is metrics. Being able to track the traffic, your ranking position in search engines, and what keywords are working.

 

SEO Metrics Tools

 

The tools are here to help guide us in our marketing efforts. I’ll give you two amazing recommendations that I find to be valuable. Keep in mind, there are many tools out there for your benefit. Today I’d like to keep it simple and just target two of them.

 

SEMRush – For the DIY’s

 

If you’ve been doing the marketing on your own, a good tool to use to check your pulse is SEMRush. Simply because there’s enough metrics to be dangerous. You can utilize the free version of the tool and you’d be fine. Again, it’s you and your business. No one else to worry about.

 

You get a lot of data. Keyword positions, competitor analysis and even track your own PPC campaigns if any. Even agencies that are keen in this industry will turn to SEMRush. The data there is enough to be amazingly dangerous.

 

Discover More

 

ZionPort – local SEO agency

 

Whenever possible, don’t go at marketing alone. Zion Port provides an amazing dashboard for their clients. It’s a live dashboard. It’s super genius and interactive. Basically, you’re able to follow along with the plans the Zion Port team put in place. You can even monitor and take care of the reviews about your business which is pretty amazing on its own.

 

One of the best reasons to have a small business SEO firm handle all of this for you is because one, you don’t have to monitor everything. Meaning, you need to be working your business more than worrying about your metrics. Secondly, if you have any questions the staff is there to answer them for you. Granted you can call in with SEMrush also, but we’re talking tailor made conversations.

 

With SEMRush, they can give you recommendations but that’s where it ends. Zion Port will work with you, and essentially it’s like hiring a team to watch your metrics and take action on it. An example would be, with an advertising campaign. We might see your numbers take a dip, tweak the campaign a bit until we see the spike.

 

Could you do this yourself? Yes. How much time in the day is there? You could look here

 

SEO Metrics that Matter

 

This is what it boils down to. Having a small business SEO checklist would be the right thing to put here. It’s what’s expect I should say. The truth is, the only metric that matters is profitability growth. I can say from experience that starting out, I put every business on a cookie cutter regime. This means I did the same exact thing for everyone.

 

At the time it worked. Google haven’t released the Panda or Penguin yet. So, the checks and balances then were not there to worry about. Yet my methodologies are pretty sound. So much so, when Panda and Penguin were released none of the clients got hit. They remained where they were.

 

Why does that matter? Because they are still going to be found in search results. I have a client obsessed with his metrics. He’s forever tweaking his On page, but will not do any marketing. He’s focused on the data reports given only and is essentially paralyzed by it.

 

The importance of this article is not be hung up on the data. Just continue to execute your marketing tactics. Use the data to show you where you’re strong, and we’re you’re the weakest. Tweak things accordingly and you will succeed.

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Back in 2011, roughly 150 marketing technology solutions were on the market. Today, the growth of this sector and it’s options are staggering. In fact, according to Scott Brinker, the mastermind behind the Chief Marketing Technologist Blog, the martech landscape has grown an impressive 27% in 2018 to include nearly 7,000 solutions. Of course, B2B are rejoicing at the increased number of solutions at their disposal. Many have been steadily adding new tools and solutions to their martech stacks as the need arises to help streamline operations, automate the mundane, quickly gain new insights, track campaigns, and generate greater results. In other words, these tools offer big efficiency gains, giving you the time, insights, or resources to make better marketing decisions. But whether your martech stack seems sturdy or you’re actively on the hunt for new tools, you may not be keeping up with the latest and greatest tools that you have yet to tap into. Or perhaps you’re missing out on some of the great features that your current go-to tools offer. So, to help you get the most out of your martech stack and add to its effectiveness, below we highlight a handful of martech tools and platform features that you maybe haven’t thought of or haven’t heard of to drive efficiency (that can drive better results).

 

3 Tools That Might Be Under Your Radar

 

#1 - Nimble

 

Today, 91% of organizations with over 10 employees have a CRM system. And for B2B companies, a CRM is often a basic essential. But are you leveraging it to execute account-based marketing (ABM) programs or build relationships with your audience over social? With traditional CRM systems, this becomes hard to do as there usually isn’t a social selling or marketing function. Nimble, a social selling and marketing CRM provider that’s been improving and iterating on its product since 2009, promises to change that. After integrating with your email, Nimble identifies the contacts that need to be entered into the CRM system and matches them with social profiles. This enriches your contact information to much more than just a name, title, and email address. In addition, this social integration allows you to track how your customers are interacting with your brand over social, as well as enables you to scour social networks for potential prospects. You can also segment your customers in Nimble and send them customized email messages, increasing the effectiveness of your ABM campaigns and saving you time. Image credit: Nimble

 

#2 - FeedOtter*

 

Content marketing is no longer a shiny new object. It’s core to B2B marketing strategies. In fact, Content Marketing Institute (CMI) stopped asking marketers whether or not they use it in their most recent research report. But as a result of wide adoption, it’s a well-known fact that brands have content and lots of it—and cutting through the clutter and making meaningful connections with your audience can be a big pain point. This often requires a healthy, smart mix of email marketing campaigns, on-page optimization, social media amplification, paid social/search, and more. FeedOtter has one of the easiest and most efficient ways to consistently get your content out there, and you don’t even have to think twice about it. Through an integration with your marketing automation platform (Pardot or Marketo), FeedOtter is able to automate RSS email and send it through your ESP or marketing automation software. The tool takes your RSS content and curates it automatically into a beautiful, templated email campaign. And for a more customized approach, you can pick and choose which pieces of content you want to include in your emails to create a personalized blog digest or newsletter. Image credit: Medium * FeedOtter is a TopRank Marketing Client

 

#3 - RivalIQ

 

Competitive research is a routine task for any B2B marketer. But knowing what your competitors are publishing, how they’re interacting with customers, what their customers are saying about them, and more takes an incredible amount of time and research. However, there’s a tool that can help eliminate the need for extensive manual research. Since 2013, RivalIQ has provided competitive social media analytics that allow you to see exactly where you stand in relation to your competitors. You can see how quickly they’re gaining followers, how often they post over social, what their top messages were, what their average engagement rate is, and more. In fact, you can even see which of your competitor's posts were paid promotions, giving you insight into their social media strategy. With this information on hand, you can see if you’re moving ahead or lagging behind in performance, allowing you to make adjustments to your social strategy on the fly. Image credit: RivalIQ

 

4 Underutilized Features From Your Favorite Tools

 

#1 - BuzzSumo’s Question Analyzer

 

According to HubSpot’s State of Inbound 2018 Report, 55% of marketers say that content creation is their top priority. Cranking out content is easier said than done, however. You can’t just put out content for content’s sake, you need to make sure your content actually answers a customer question or solves a buyer's pain point—something we often refer to as best-answer content. BuzzSumo has been around for a while, but their Question Analyzer was just released in 2017 and it can help you ensure that the content you’re creating serves a real, specific need. Just enter in a keyword you want to target, and BuzzSumo will scour online forums, social media, Amazon, and Q&A sites to surface the most popular questions people ask using that term or phrase. As a B2B marketer, this is critical information to have that can help shape your content marketing strategy and monitor the topics and questions your buying audience is asking. And this feature can help you gather intel quickly. Image credit: BuzzSumo

 

#2 - SEMRush’s Keyword Magic Tool

 

SEMRush is easily one of our favorite search marketing tools here at TopRank Marketing. Why? They’re constantly releasing new features that help us create better content and make more effective optimizations. One such feature is the Keyword Magic Tool in their SEO Toolkit. The Keyword Magic Tool has been around for the past couple of years, however, SEMRush has been expanding the tool to make it bigger and badder than ever before. The tool’s database is now home to 7.7 billion keywords, which the company says is the largest in the world. There are now 118 country databases, too. The tool is one of our go-to resources for informing our SEO strategies or coming up with new content ideas, saving time and providing meaningful insights. Instead of having to search each individual keyword we could target, a single search in the Keyword Magic Tool will gather all of the related keywords, their monthly search volumes, their competition scores, and even filter them based on categories and questions. Image credit: SEMRush

 

#3 - Google Analytics’ Custom Dashboards

 

Google Analytics (GA) is included in nearly every marketer's toolkit in order to track their website performance, engagement, and so on. But GA is loaded with features and tools that can help you be more productive—and you might not even be leveraging them. For example, a top GA pain point can be the time it takes time to navigate through the platform to find the results you’re looking for. Plus, the reports take time to customize, load, and integrate with other data sources.This is where GA’s custom dashboards come in handy as they allow you to aggregate the data you actually care about and put it into one easy table. You don’t need to dig into several different reports to find what you’re looking for. Instead, you can create a dashboard with all of the information you need on a single page. And you can create several of them, allowing you to create segmented and tailored reports based on your specific KPIs. If you're already using custom dashboards, you should be asking yourself if you have an opportunity to do more. For example, at TopRank Marketing we have custom dashboards for each of our core services areas.

 

#4 - Ahrefs’ Rank Tracker

 

To grow your site’s organic traffic, increasing the quantity and quality of your rankings are a top KPI. But with rankings changing each and every day, your ranking performance is hard to track without a tool to do it with. Now, well-known SEO tool, Ahrefs, can track your rankings and historical rankings for you. Just last year, Ahrefs released their new Rank Tracker to help you keep tabs on your rankings and the rankings of your competitors—without an immense time commitment. This tool is especially helpful as it allows you to see your all-time historical rankings for each page of your site and even allows you to segment your rankings based on keyword group, position, SERP type, and more. Want to know how many featured snippets you have? The Rank Tracker can tell you that, too. Image credit: Ahrefs

 

Stacking Up Your MarTech Tools

 

New marketing tools and features are being constantly released, and it’s up to you to evaluate them to see if they’re a good fit for your team and your overall marketing goals. To help spare you from having to do all of the work yourself, the above tools and features are some of the most helpful that we’ve come across. For more new technologies that can help improve your marketing productivity, check out our list of 54 Artificial Intelligence Powered Marketing Tools. What emerging marketing tools or new features for old favorites have caught your eye recently? Tell us in the comments section below.

 

The post 7 Efficiency-Boosting Martech Tools & Platform Features B2B Marketers Need to Consider appeared first on Online Marketing Blog - TopRank®.

 

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Welcome to the seventh installment in our “Collective Wisdom” series of content marketing strategy and tactics articles. Previously we’ve covered planning ahead for content marketing success, the art of crafting powerful content, and an array of strong promotion tactics. So, what’s up next? Measurement and analytics. Measuring and analyzing your content’s performance is critical so you can uncover new opportunities, make improvements, and determine whether you’re meeting your goals. Here we share some tidbits of analytics wisdom and insights from some famous figures inside and outside the digital marketing realm.

 

Having the Right Data is Crucial for Measuring Success

 

How do you gauge success in content marketing? At the most basic level, you want to learn how much online traffic is coming to see your content. But what should you count and what can be ignored? Albert Einstein offered insight that I think applies to marketing analytics, and on a greater scale to life itself. [bctt tweet="“Not everything that can be counted counts, and not everything that counts can be counted.” — Albert Einstein" username="toprank"] via GIPHY Measuring this traffic has always been rather tricky, and nearly as long as the Web has been around there have been tools dedicated to helping track and understand just how successful a piece of content is. Even as we've seen the growth of big data, extracting the right information is still a challenge, as Tamara McCleary, CEO at Thulium.co, points out. [bctt tweet="“Everyone likes to talk about Big Data. The truth is, what we really need is Smart Data.” @TamaraMcCleary " username="toprank"] Regardless of your industry, there's no sure-fire substitute for common sense, as digital transformation speaker and Forbes contributor Daniel Newman has noted. [bctt tweet="“While I do love big data, I know there is no substitute for good old-fashioned common sense. If the data really doesn’t fit, question it. Ask deeper questions.” — Daniel Newman @danielnewmanUV" username="toprank"] Besides server-based software, hundreds of companies also offer specialized Web analytics tools that operate using remote access to your content, the most popular of these being Google Analytics. Here's an image of Google Analytics from "How to Prove the Value of Content Marketing to Your CMO in 3 Easy Steps," by our own Content Strategist Anne Leuman. No matter which software, online tool, or service you use, the pursuit is by its very nature a complex one. It requires a good deal of dedication and learning to deeply understand which bits of data you really care about, so you can find the best ways to accurately gather and analyze them.

 

Choosing The Right Analytics KPIs

 

No matter which tools you choose, a primary decision you’ll have to make is what to measure to gauge success of failure, and these will be your Key Performance Indicators (KPIs) — those signals that matter the most to you and your business. KPIs vary widely, so it’s important to find the ones that will provide you with the data that’s the most relevant to your own content measurement situation. Setting S.M.A.R.T. goals — those that are Specific, Measurable, Attainable, Relevant, and Time-Based — are especially pertinent in the realm of data analytics, as Danica Benson, Global Product Marketing Manager SMB at SAP Concur and former Marketing Communications Manager at Rival IQ, has pointed out. [bctt tweet="“Digital marketing analytics software can aggregate and report on a wide array of metrics, many of which are fun to know, but without context don’t tell you much about how to move forward.” — Danica Benson" username="toprank"] The dangers of relying too heavily on statistics, however, have been espoused for over 100 years, including the famous quote popularized by Mark Twain in 1906, “There are lies, damned lies, and statistics.” Knowing how to wisely interpret statistical data — especially what information to set aside — is a bit of a combination of art and science that takes dedication and research. via GIPHY Jay Acunzo, founder, host and writer at Unthinkable Media, explores two methods of finding this data measurement wisdom in “There Are 2 Ways to Approach Data. Which Helps vs. Hurts Creativity?,” offering both an Aristotelian and a Galilean take on the art and science. [bctt tweet="“When we’re data informed, we isolate variables, test, and learn. We insert our own sense of taste and our intuition into the process.” @jayacunzo" username="toprank"] Taking the time to learn and choose the right KPIs for extracting actionable insight from your analytics data is well worth the effort, as Kyle Harper, Marketing Analyst at Harvard University points out in his recent "Comprehensive Guide to Connecting Content Marketing KPIs to Business Goals." [bctt tweet="“Well-chosen content marketing KPIs are more essential than ever. Knowing the right KPIs to track can help sort out the most important performance information from the noise.” — Kyle Harper @TheyWereFlying" username="toprank"]

 

Analytics Can't Simply Be an Afterthought

 

Deciding how to measure success is critical to any content marketing strategy, so measurement and analytics need to be included from the very beginning of your planning process. Large numbers of technical professionals worldwide make a career from trying to gauge the success of online content. And while it isn’t our intent to teach you the detailed and ever-changing intricacies of analytics, we would like to share some fundamental truths with you. Longtime technology consultant Joel Snyder, Ph.D. points out in a recent article that analytics is far from new, and that even the smallest firms now gather heaps of statistical data. [bctt tweet="“Data analytics isn’t some new magic bullet. It’s a way of leveraging the data that most every business has been quietly accumulating for years to deliver insights that lead to better decisions.” — Joel Snyder, Ph.D. @joelsnyder" username="toprank"] In some ways, some aspects of analytics have gotten easier. With the massive growth of the internet at-large, social media, and other platforms, methods for tracking that have become nearly universal—such as the ubiquitous Facebook "like" or Twitter "heart." via GIPHY Whether you’re just starting out or a seasoned pro, a considerable challenge is wading through the vast number of analytics tools and finding the ones that mesh well with your needs, including how you prefer to visually see your analytics data. Some tools offer only simple text-based lists, while most make a point to present analytics information in ways that are visually easier to understand. Using just one analytics utility was commonplace in the Web’s early year. But today, it’s not unusual for savvy digital marketers to use five, 10, or even more tools, all from different firms — some free, some commercial, and others custom-made. Accurate and relevant measurement can also help with influencer marketing campaigns, as our CEO Lee Odden looks at in “B2B Marketers: Is Your Influencer Marketing Mechanical or Meaningful?” [bctt tweet="“Platforms like Traackr, Onalytica, GroupHigh and BuzzSumo (to name a few) can be instrumental for the most effective (vs. subjective) influencer identification, engagement, measurement and program management.” @LeeOdden" username="toprank"]

 

Analytics Tools Can Be Your Best Friend

 

The scope and complexity of analytics tools varies greatly, but where can you start when looking to begin a new campaign, or when you just want to keep up on the new players that are entering the market in greater numbers than ever? To help you learn more about some of the analytics tools available, we've put together a list of 11 helpful resources exploring several of the more popular analytics tools and services. Four Takes On Google Analytics

 

In “6 Ways Content Marketers Can Get More Value From Google Analytics,” Jessica Greene, a writer at JeffBullas.com, takes a look at how to turn on a number of helpful Google Analytics features that are off by default, with plenty of screen shots and tips.

 

Andy Crestodina, Co-Founder of Orbit Media, has put together a helpful guide to setting up Google Analytics in his recently-released “How to Set Up Google Analytics: The Complete Guide (with video).”

 

With his recent “How to Track Awareness, Completion, and Engagement Goals With Google Analytics,” marketer Chris Mercer examines the process of defining relevant engagement goals using Google’s tools.

 

In “Ways to Use Google Analytics for Content Ideation [Infographic],” Jomer Gregorio, CEO at Digital Marketing Philippines, shows some of the ways that Google Analytics can also be used in the creative process.

 

SEMrush

 

SEMrush is a popular research and analytics service, and its “Practical Guide to Data-Driven Content Marketing,” is a good introduction to many of the tools the company offers, including the Content Toolkit.

 

Trust Insights

 

Trust Insights has provided fascinating and useful influencer graphs at several of the events TopRank Marketing has spoken at in 2018. In his recent "50 B2B Marketing Influencers and Experts to Follow Into 2019," Christopher Penn, co-founder of Trust Insights, shares his 2019 trends video post on LinkedIn.

 

Ahrefs

 

Sometimes the amount of information available from an analytics tool can be overwhelming. However, for those using the popular Ahrefs service, company Chief Marketing Officer Tim Soulo looks at many of the helpful pieces of data at hand in “Ahrefs’ SEO Metrics: What They Mean and How to Use Them.”

 

Quintly

 

Quintly, which began in 2010, has increased the number of tools it offers over the years, and in “(This is) Why you need professional social media analytics for your business!,” industry speaker Lilach Bullock takes a look at some of the unique features the service provides.

 

Twitter

 

Twitter’s own metrics can provide helpful insight, and in “6 Twitter Metrics to Follow to Boost Your Online Presence,” Brand24 — maker of its own social media monitoring tools — takes a look.

 

Facebook

 

Facebook offers a huge array or analytics features, and in “How to Use Event Tracking in Facebook Analytics: Event Source Groups,” Amy Hayward of Social Media Examiner gives a helpful rundown of some of the latest Facebook tools.

 

BuzzSumo

 

BuzzSumo has grown to become a go-to analytics tool for many digital marketers, and in “How To Find The Best B2B Content With BuzzSumo’s Business Filter,” Steve Rayson, former Director at BuzzSumo, takes a look.

 

There are hundreds of other excellent data analytics tools and services available, including those from Sprout Social, RivalIQ, Traackr. Internet Marketing Ninjas, Screaming Frog, SpyFu, Moz, and so many more.

 

Additional Resources to Put You on the Path to Informed Measurement

 

As a final parting bonus list, here’s a collection of recent helpful additional resources to boost your analytics knowledge.

 

7 Recent Data Analytics Trends

 

What happens when trust in platform metrics is eroded? “Facebook missteps highlight what happens when you can’t trust platform metrics,” written by Amy Gesenhues of Marketing Land, digs in and explores the challenges.

 

Our own Alexis Hall, Vice President of Client Accounts, shines light on “5 Common Digital Marketing Data & Analytics Challenges and How to Start Solving Them.”

 

[bctt tweet="“Only 30% of B2B marketers use data to inform decision-making. That’s because harnessing data is hard. Over 2.5 quintillion bytes of data are generated every day.” — Alexis Hall @Alexis5484" username="toprank"]

 

“Why Your Business Needs to Pay Attention to Its Social Media Analytics, from Day One,” by Paul Herrera of MarTechSeries, offers another take on the increasing importance of social media data.

 

Christoph Trappe, Chief Content Engagement Director at Stamats Communications, takes a look at whether you can have too many analytics tools in your strategy, with “[MEASURING RESULTS] How many web analytics services should I use on my website?”

 

10 Tools to Monitor Brand Mentions [Social Media Monitoring Tools] by Influencer Marketing Hub looks at some of the tools we’ve mentioned, along with several others worth checking out.

 

Visualizing the data you’ve carefully extracted in a way that can be easily understood and put in perspective is an important part of analytics. Maria Popova of Brain Pickings has several fine examples of data visualization in her recent “The Original Manifesto for Information Visualization and Pictorial Statistics: ISOTYPE Creator Otto Neurath’s Pioneering 1930 Visual Language.”

 

Concluding our list is “What Great Data Analysts Do — and Why Every Organization Needs Them,” by Google data scientist Cassie Kozyrkov for the Harvard Business Review, who offers a fascinating in-depth look at how top data analysts achieve success.

 

Next Up: More Measurement Tactics For Your Campaigns

 

By learning the fundamentals of data analytics, choosing the tools that best fit your own particular needs, and keeping up on the latest industry news, your content marketing will be set to have measurable advantages over those who skip or only pay lip service to the art of metrics. Next up in our “Collective Wisdom” series we’ll take a look at additional measurement and analytics tools and how to use the data you gather. If you haven’t yet caught our previous episodes in this series, hop back and study up:

 

“How to Boost Your Content Marketing Efforts By Planning Ahead”

 

“The Art Of Crafting More Powerful Content: 5 Top Tactics from the Experts”

 

“5 Powerful Messaging Tactics For 2019 And Beyond From Marketing Experts”

 

“Don’t Blink: 3 Often-Overlooked Practices for Highly-Effective Content Creation”

 

“Step Right Up! 8 Content Promotion Showstoppers For 2019“

 

“Spicy Twists and Tactics For Unique Content Promotion”

 

The post Measuring Content Marketing Success: Analytics Advice & Insight from the Experts appeared first on Online Marketing Blog - TopRank®.

 

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neoattack.com/las-mejores-herramientas-seo-en-2015/

 

Infografía de las Mejores herramientas SEO Gratis y de pago en 2015:

-Suites de SEO completas

-Herramientas para auditorias SEO

-Herramientas para palabras clave SEO

-Herramientas de velocidad de carga

-Análisis de tráfico y conversión

-Análisis de backlinks y competencia

-Análisis de contenidos y sitios web

-Herramientas de Ranking y Monitorización

 

Herramientas SEO Gratuitas y de Pago 2015

Es evidente que hoy en día la competencia en Internet y el ecommerce es cada día más feroz y que un buen posicionamiento orgánico o SEO es fundamental. Es por eso que en este post mencionaré las mejores herramientas SEO gratis y de pago en 2015.

 

Muchos os preguntaréis cómo podéis intentar mejorar vuestro posicionamiento en buscadores, o estaréis aquí para comprobar si las herramientas SEO que estáis usando son las más eficientes, las más completas o las mejores en relación calidad precio. Si eres uno de estos perfiles hacen bien en detenerte a echar un ojo por aquí.

 

Si en realidad lo que buscas es conseguir una optimización de tu web de forma eficiente sin necesitar altos conocimientos en programación web, también te vendrá bien echarle un ojo a todas las herramientas que voy a dejar aquí, ya que algunas de ellas son muy útiles y fáciles de utilizar, de forma que te ayudarán a optimizar estos aspectos.

 

En primer lugar, vamos a hacer un repaso por el índice de herramientas gratuitas y de pago que encontraréis en el post. Seguro que os ayudará a algunos a saltaros algunas líneas de lectura innecesaria.

 

Herramientas Online para posicionamiento SEO

Las mejores Suites de SEO Completas

 

WebSEO (Gratis 10 días, luego desde 29$ al mes)

Monitorización de motores de búsqueda

Búsqueda de oportunidades linkbuilding

Análisis de URL´s

Análisis de backlinks

Búsqueda de dominios a punto de expirar

Análisis de fortaleza de dominios

Buscador de oportunidades de palabras clave

Ranking y comparación de KW de tu sitio con competencia

Análisis y optimización SEO on Page

Auditoría SEO

Traffic Travis (Versión gratuita y versión de pago por 44$ al mes)

Monitorización de motores de búsqueda

Análisis SEO de competencia

Búsqueda oportunidades linkbuilding

Comparativa de enlaces entrantes

Análisis adwords y adsense

Colibri (Versión gratuita durante 14 días y planes desde 45$ al mes)

Monitorización de motores de búsqueda

Buscador de oportunidades de linkbuilding

Buscador de oportunidades de palabras clave

Análisis SEO on page

Comparador con competencia

Mejorador de rankings

Monitorización social media

Informes de marca blanca

SEMrush (Versión gratuita con ciertas limitaciones, de pago, desde 69,95$ al mes) RECOMENDADA

Monitorización de motores de búsqueda

Optimizador de links internos

Buscador de oportunidades de palabras clave

Comparador con competencia

Análisis de la competencia

Monitorización social media

Analizador de backlinks

Auditoría SEO

Informes SEO personalizables

WebCeo (Versión gratuita de pago, desde 75$ al mes)

Monitorización de motores de búsqueda

Buscador de oportunidades de palabras clave

Monitorización y análisis de publicidad de competencia

Analizador de backlinks

Optimizador de links internos

Comparador de dominios

Comparador con competencia

Auditoría SEO

Informes SEO personalizables

XOVI (de pago, desde 79,20€/mes) RECOMENDADA

Herramienta de palabras clave

Herramientas de monitoreo de motores de búsqueda

Análisis y comparación SEO de competencia

Herramientas optimización On page

Herramienta de enlaces

Herramienta social-Signs

Herramienta para afiliados

Herramienta SEA

Informes automáticos y de marca blanca

Dominios ilimitados, competidores ilimitados, proyectos ilimitados…

MOZ (de pago, desde 99$ al mes)

Monitorización de motores de búsqueda

Buscador de oportunidades de linkbuilding

Análisis de menciones de marca, competencia y keywords

Traking de tráfico, palabras clave, competencia; filtros de datos por etiquetas, ranking, motores de búsqueda, y mucho más.

Análisis y optimización SEO On-Page

Analizador de dificultad para rankear palabras clave

Análisis de capacitación para competir en distintas palabras clave

Análisis competitivos

Auditoría SEO

Raventools (Versión gratuita de un mes, luego de pago desde 99$ al mes)

Informes SEO personalizables

Búsqueda de oportunidades linkbuilding

Análisis y optimización SEO On-Page

Análisis de competencia

  

Herramientas para Auditorías SEO

 

QuickSprout: Auditorías e informes gratuitos muy completos. Herramienta muy visual e intuitiva. (Gratis)

Marketing Grader: Buena analítica e informes SEO. Completa lectura de las redes sociales y el blog. (Gratis)

Woorank: Es de pago pero permite hacer una prueba semanal gratuita para auditar tu sitio web, ver qué falla, en que aspectos básicos y cómo solucionarlo. Esta página nos permite hacer un sencillo análisis de los aspectos básicos de nuestro dominio de forma muy gráfica, sencilla y comprensible. (Prueba semanal gratuita)

SEOptimer: Informes y auditorías ilimitadas. Consejos para mejorar el SEO muy sencillos y fáciles de llevar a cabo. (Gratis)

MySiteAuditor: Herramienta para realizar auditorías SEO gratis e ilimitadas. Muy completa y con información de gran calidad. (Gratis)

Screaming Frog: Herramienta para hacer una auditoría SEO de tu web gratis. Analiza fallos para encontrar errores en hasta 500 url. Seguimiento SEO de forma sencilla. (Gratis)

A1 Website Analyzer: Puedes probarla gratuitamente un mes, pero es suficiente para auditar tu proyecto sin problemas. (1 mes gratis, luego 69$)

Herramientas para Palabras Clave SEO

 

Planificador de Palabras Clave de Google: El planificador de palabras clave de Google te ayudará a conocer qué palabras clave tienen más búsquedas mensuales y la competencia de las mismas así como la distribución del volumen de sus búsquedas mensualmente. Imprescindible para saber qué palabras clave usar en tu estrategia de keywording. (Gratis)

Google Trends: Esta herramienta gratuita nos permite ver las tendencias de búsqueda de los usuarios con prácticos gráficos y mapas que nos facilitan la tarea de ver qué palabras clave relacionadas se buscan más por zonas geográficas y cómo las buscan los usuarios. (Gratis)

Ninja Keywords Density Analysis Tool: Con esta herramienta podemos examinar la densidad de palabras clave en los textos de nuestra web, lo que es esencial para un buen posicionamiento. Es muy sencilla de usar pero sólo está disponible en inglés. (Gratis)

SEO quake: Al igual que la anterior, sirve para ver la concentración de nuestras palabras clave en los textos y artículos que publiquemos. Se puede añadir como extensión de Chrome. Indispensable. (Gratis)

Übersuggest: Esta página sirve para algo parecido a la anterior, para buscar nuevas palabras clave similares o que tengan que ver con nuestra web. (Gratis)

Keywordtool.io: Permite buscar de forma gratuita sugerencias y nuevas palabras clave relacionadas para intentar posicionar con éxito nuestro sitio web de forma orgánica o ayudarnos en la creación de campañas SEM de pago. (Gratis algunas funcionalidades)

Herramientas de Ranking y Monitorización

 

Free Monitor for GOOGLE de CLEVERSTAT: (Gratis)

Monitorea rankings web de Google

Soporta múltiples URLs

Soporta más de 50 países

Exporta resultados a CSV

Advanced Web Ranking: (De pago, desde 49€ al mes)

Rank Tracker: Ranking locales o internacionales, comparación con competencia, etc.

Informes de marca blanca

Integración con Google Analytics

Auditoría SEO

Análisis e integración de redes sociales

SEO Profiler: (De pago, desde 49,95€ al mes)

Chequeo de keywords semanal

Evolución en buscadores

Oportunidades para nuevas palabras clave

Oportunidades para landing pages

Cute Rank: Es un programa para descargar e instalar que permite monitorizar la posición que ocupamos en varios buscadores y ver la evolución de las palabras que hayamos elegido. (Versión gratuita de 30días, analizar un único sitio web, de pago desde 59,95$)

SEO Power Suite: (De pago, desde 299$)

Rank Tracker: Monitorizar trackear keywords y competidores

SEO Spy Glass: Análisis de backlinks, competencia, métricas, etc.

Website Auditor: Optimización on page

Link Assistant: Campañas de link building

SEO SERPS Tool: Es ideal para los que trabajéis con tablets o móviles ya que con ella se puede analizar el posicionamiento de los conceptos que nos interesan en el buscador Google de forma fácil y en cualquier lugar. (Versión gratuita durante 30 días y planes desde 497$ al mes)

 

Análisis SEO de Backlinks y Competencia

 

Majestic SEO Muy interesante y sencilla de usar. Entre sus funcionalidades destacan: (de pago, 39,99$ al mes)

Listado de enlaces hacia cualquier URL

Anchor text

Valor de la página que tiene el enlace y fecha en la que se detectó (Pagerank y Alexa).

Histórico de enlaces

Últimos enlaces detectados.

Ahrefs Una de las mejores herramientas de análisis de backlinks del mercado: (de pago, desde 79$ al mes)

Listado de enlaces hacia cualquier URL

Anchor text

Histórico de enlaces:

Día en el que se han creado y/o eliminado los enlaces;

Análisis on-site

Autoridad del dominio

Autoridad de la página

Open Site Explorer Cómoda, intuitiva y fácil de usar. Entre sus funcionalidades destacadas podemos ver: (de pago, desde 99$ al mes)

Estado de los enlaces (nofollow, con redirección 301, etc)

Anchor text y procedencia

Autoridad del dominio

Autoridad de la página

Relevancia en redes sociales

Comparativa de un total de 5 páginas diferentes

Análisis de Contenidos, Sitios web y Otros

 

Webmaster Tools: Esta es muy completa y nos deja reclamar la propiedad de un sitio web o blog y detectar posibles errores: estado de indexación de la página, Sitemap.xml, analizar palabras clave, enlaces internos… y múltiples opciones más que facilitan la optimización de la estructura del sitio. (Gratis)

Google My Business: Herramienta indispensable para cualquier negocio de hoy en día. Aquí tienes un manual sobre para qué sirve y qué es Google My Business.

WordStat: Software de análisis de contenido y minería de texto avanzada. (de pago, su precio son 3,75$)

Xenu: Herramienta gratuita de análisis de enlaces rotos hacia tu web y dentro de esta. (gratis)

Para detectar plagios de texto:

Copyscape: La gratuita versión gratuita permite buscar en las páginas una a una. (Gratis, versión Premium son 0,10$ búsqueda)

Google: Simplemente poniendo el texto que necesitemos entre comillado nos dirá si este pertenece a alguna de las miles de páginas indexadas por este buscador. (Gratis)

Herramientas de Velocidad de Carga

 

Google PageSpeed Insights: Herramientas de Google, nos dice aspectos relacionados con la velocidad de carga de nuestro sitio web, ya que este factor SEO es muy importante a la hora de considerar cómo nos ubica el reconocido buscador. Además del diagnóstico, nos ofrece posibles soluciones para mejorar este aspecto y subir posiciones. (Gratis)

GT metrix: Herramienta que te ofrece una visión general sobre cómo cargan las página de tu sitio web junto con recomendaciones para optimizarlas. (Gratis)

Microsoft IIS SEO toolkit: Análisis y sugerencias para mejorar la relevancia de tu web en los resultados de los motores de búsqueda (Gratuita)

Pingdom: Ofrece bastantes funciones y test para distintos dispositivos. (prueba gratuita, precio desde 13,71$ al mes)

Análisis de tráfico y conversión

 

Google Analytics: La herramienta de analítica web por excelencia. Indispensable hoy en día para conseguir mejorar el SEO de nuestro sitio. (Gratis)

Yandex métrica: Herramienta de analítica web muy completa y visual y que te ayudará a entender y analizar más datos que la anterior. (De pago)

Monitorización de redes sociales e internet

 

En este apartado tienes algunos enlaces a otro post de nuestro blog dónde aparecen las mejores herramientas de monitorización de redes sociales e internet gratis y de pago. Seguro que te viene bien echarle un vistazo.

 

Herramientas de Búsqueda de Noticias

Herramientas de Alertas por Palabras Clave

Herramientas de Gestión de Redes Sociales

Monitorización y Análisis de varias Redes e Internet

Monitorización y Análisis de Facebook

Monitorización y Análisis de Twitter

Infografía con las mejores herramientas de monitorización

Infografía: Las mejores Herramientas SEO en 2015

neoattack.com/marketing-de-contenidos-todo-lo-que-necesit...

 

Todo lo que necesitas saber sobre el Marketing de Contenidos. Qué es, ventajas y beneficios, estrategias, SEO, blog, plan de contenidos y mucho más.

 

¿Qué es el Marketing de Contenidos?

Una buena Definición de Marketing de Contenido sería:

 

“El marketing de contenidos es aquel marketing dedicado a crear y distribuir contenidos relevantes a tus clientes y clientes potenciales para acercarte a ellos y fidelizarlos sin tener siquiera que venderles nada”.

 

Uso del Marketing de Contenidos en 2015

El uso del marketing de contenidos está cada vez más extendido gracias a las Ventajas que ofrece y los beneficios que aporta para las empresas. Además, es una excelente estrategia para aumentar las visitas a tu blog, mejorar el posicionamiento SEO y conseguir más presencia online.

 

Algunos formatos más comunes de difusión de contenidos son:

 

Blog

Webinar y seminarios en internet

Videotutoriales

PDF de descarga Gratis

E-books

etc.

El Blog y el Marketing de Contenidos

 

El blog es el medio por excelencia de difusión de los contenidos, y como es lógico, cuanta más gente lo lea mejor. Bueno, si te preguntas “como posicionar los artículos de mi blog” en este artículo te explicamos como hacerlo, pero antes de comenzar debemos empezar por el principio. ¿Tienes un plan de marketing de contenido?

 

Estrategia de Marketing de Contenidos para Blog

 

A continuación tienes un Plan de Marketing de Contenido con los pasos y las estrategias que se deben seguir para la consecución de tus objetivos.

 

Análisis de situación

 

Situación actual de la marca: Veremos cómo estamos posicionados en el mercado, qué se dice de nuestra marca y haremos un análisis DAFO. Aquí algunas herramientas de escucha por las que sabremos que se habla de nuestra marca.

 

Análisis de la competencia: A través del cuál veremos la estrategia de marketing de contenidos que siguen nuestros competidores para poder realizar una mejor toma de decisiones. Para ello nos podemos ayudar de herramientas de análisis de la competencia. Aquí os dejo un post con las mejores herramientas SEO para este tipo de análisis.

 

Fijación de Objetivos: Estrategia Keywording

 

¿Qué objetivos persigue nuestro negocio a través de la difusión de contenidos? Crear una ventaja competitiva, beneficios a largo plazo, mejora de la reputación, aumento de la repercusión, aumento de visitas a la web, captación de leads, captación de clientes potenciales, etc.

 

“Si sabemos enfocar nuestra Estrategia de Marketing de Contenidos obtendremos una gran Ventaja sobre nuestra Competencia”.

Publico objetivo

 

Elección los usuarios a los que queremos llegar a través de la búsqueda de las palabras clave adecuadas.

 

Elección y de nuestro público objetivo

 

A quien queremos llegar: Segmento de mercado al que nos dirigiremos.

 

Dónde están: Dónde podemos encontrar a nuestro segmento de mercado

 

Qué queremos de los usuarios: Si sabemos que queremos de ellos podemos enfocar nuestras publicaciones para escribir sobre temas que les resulten más interesantes.

 

Elección de palabras clave o Keyword Research

 

Búsqueda de palabras clave: Buscar las palabras clave con las que poder llegar a nuestro público objetivo a través de sugeridores de palabras por temáticas o concordancia semántica como Keyword tool planner de Google o el sugeridor de palabras clave de SemRush.

 

Elección según relevancia: De las palabras clave que hayamos visto que más búsquedas tienen intentaremos atacar primero las que mejor nos vengan para nuestro negocio.

 

Elección según dificultad: Una vez hayamos visto las palabras clave que más búsqueda y más relevancia tienen debemos sopesar, en caso de que sean de competencia alta, si debemos atacar primero otras que tengan también un buen volumen de búsquedas, menos relevancia y competencia baja o atacar las palabras de mayor relevancia. Esto dependerá del negocio y la estrategia que sigamos.

 

Diseño de la estrategia

 

Tipos de estrategias de contenido según de los objetivos fijados

 

Estrategia de captación: Palabras de tendencia para captar visitas a nuestro blog. Estas palabras se utilizarán en artículos de opinión sobre una temática en la que pueda existir una tendencia. Para detectar tendencias podríamos utilizar Google Trends.

 

Ej: Para una agencia de marketing podríamos hablar de artículos sobre los que la gente tenga un interés especial últimamente, “¿Debería invertir en Social Media Marketing“.

 

Estrategia de Conversión: Elección de palabras o grupos de palabras para crear artículos interesantes para nuestro público objetivo con el objetivos de conseguir suscriptores a nuestro blog. Es bueno escribir sobre consejos, ventajas de algún servicio o herramientas de ayuda.

 

Ej: En una Agencia de marketing de contenidos se podría escribir sobre “Ventajas y beneficios del marketing de contenidos” o “Herramientas para optimizas tus contenidos para SEO”.

 

Estrategia de Venta: Elección de palabras o grupos de palabras que tengan mayor transaccionalidad con el objetivo de conseguir ventas a través del blog. Las palabras transaccionales son aquellas que en sí mismas pretenden una compra directa como “presupuesto”, “precio” o “comprar” entre otras.

 

Ej: “Presupuesto marketing de contenido” o “Precio Social Media Marketing”.

 

Estrategia de Fidelización: Este tipo de palabras son aquellas que posicionaremos para conseguir que nuestros clientes hablen bien de nuestra marca. Serán manuales, tutoriales, artículos de ayuda, preguntas habituales(FAQs) o preguntas que deberían hacerte pero no tienen conocimiento para hacértelas (SAQs)…

 

Ej: “Manual de gestión de Crisis de Reputación Online”, o un tutorial sobre “Cómo Conseguir Clientes en las Redes Sociales”.

 

Contenidos, comunicación y difusión

 

Estrategia y gestión de contenidos: Gestión de la creación de los artículos e infografías y su optimización SEO.

 

Que tipo de artículos se realizarán para cada palabra clave

Reglas de diseño de infografías corporativas

Cómo, quienes y pasos para realizar optimización SEO

Estrategia y gestión de comunicación: Frecuencia, lenguaje y forma que nos comunicaremos con nuestros lectores.

 

Frecuencia:

2 post con 2 infografías al mes y 1 Videotutorial

Lenguaje:

Formal, coloquial, natural, técnico, científico, etc.

Forma:

Artículos en el blog, vídeos en youtube, ebooks…

Estrategia y gestión de difusión: Elección de los mejores medios para la difusión de nuestros contenidos.

 

Social Media

Newsletter

Tráfico referido

Colaboraciones

Publicidad de pago

Networking

Agregadores de contenido

Grupos y comunidades

Comentarios

Promociones con marcas

“No por abarcar más medios de difusión conseguirás mayor repercusión. Céntrate en los medios que más visitas reporten a tu blog y explotalos”

Medición de resultados

 

Todo esto debe ir acompañado de una medición para saber cómo estamos posicionando nuestras keywords. SemRush tiene una plataforma muy buena para esto pero si necesitas más herramientas SEO de Ranking y Monitorización de palabras clave aquí tienes un listado de las mejores con precios incluidos.

 

Trucos para posicionar mejor tu Blog

 

Keywords longtail: Posicionar palabras clave más largas es más sencillo que posicionar palabras más cortas pero tienen menos búsquedas. También las palabras clave más largas nos ayudan a mejorar el CTR ya que el usuario encontrará en nuestro post seguramente lo que anda buscando.

 

Ej: La keyword “marketing” tendrá muchas más búsquedas y será más difícil de posicionar que la keyword “estrategias marketing de contenidos” que será menos buscada.

 

Sinónimos y cambios morfológicos: Utilizar sinónimos te ayuda a no generar keyword stuffing (repetir demasiado las palabras clave y que Google te penalice) y aumenta la relevancia de nuestro artículo con respecto a una temática en cuestión. Con los cambios morfológicos pasa lo mismo.

 

Ej: Mucha gente busca “marketing de contenido” en vez de “marketing de contenidos”, por lo que si tenemos ambas en nuestro post será más fácil que aparezcamos en más búsquedas, aumentaremos la relevancia del post y evitaremos repetir demasiado una misma palabra clave. En cuanto a los sinónimos podríamos usar”tácticas de marketing de contenidos efectivas” en vez de repetir de nuevo “estrategias de marketing de contenidos efectivas”.

 

Desambiguación indirecta de entidades: La desambiguación indirecta de entidades se refiere a la mención de una entidad (keyword) sin decir su nombre sin variantes ni sinónimos. Esto seguro que lo has hecho más de una vez.

 

Ej: No recuerdas la ciudad que estuviste este verano (Madrid) y para saber su nombre pones una frase en Google del estilo de “Capital de España”, “Ciudad más poblada de España” y en Google te aparece como resultado aquello que buscabas: Madrid.

 

Plugins SEO WordPress: Este artículo de plugins SEO para WordPress te ayudará a conseguir un punto extra en tu estrategia de posicionamiento de contenido. Son plugins de uso sencillo.

 

5 Trucos SEO Gratis: Y aquí os dejo un pequeño tutorial con otros 5 trucos SEO Gratis para posicionar los artículos de vuestro Blog. Os recomiendo que lo leáis porque esta información es complementaria a todo lo dicho anteriormente y será la diferencia entre estar en la primera página o en las primeras posiciones.

 

Marketing de contenidos y SEO

 

El marketing de contenidos y el SEO cada día están más ligados, pues ya las agencias de marketing recomiendan directamente una estrategia SEO conjunta entre el posicionamiento de páginas principales y de artículos del blog. Al contrario que dice mucha gente, el marketing de contenidos y el SEO no son 2 entes a parte. De hecho, en nuestra Agencia de Marketing los redactores están especializados en SEO para posicionar cada uno de los artículos que sacamos, por lo tanto, sería algo así como SEO-Marketing de contenidos.

 

En esto de marketing de contenidos y SEO existen 3 tipos de empresas muy diferenciadas:

 

Empresas que tienen el blog porque han oido que es importante y escriben cosas.

Empresas que cuidan su blog y escriben artículos interesantes que tienen gran difusión.

Empresas que cada artículo que escriben tratan que sea interesante pero van más allá. Lo posicionan.

Son las empresas del tipo 3 las que consiguen mejores beneficios en esto de los contenidos, y es que un artículo en las redes sociales tiene una vida muy corta, pero si consigues posicionarlo podrás tener un flujo interminable de visitas a tu web y de personas que volverán a compartir una y otra vez el artículo en todas las redes.

 

“El marketing de contenidos sin el SEO es pan para hoy y hambre para mañana. Si escribes un artículo atemporal y lo posicionas tendrás visitas para siempre. Si lo escribes sin más, al igual que una campaña de publicidad, pronto tendrás que sacar más contenido y vuelta a empezar”.

Ventajas y beneficios del Marketing de Contenidos

 

14 Ventajas que proporciona una buena Estrategia de Marketing de Contenidos:

 

1. Mayor presencia en los buscadores: Una de las mayores ventajas, esto teniendo en cuenta que la empresa escriba los artículos enfocados al SEO, es el aumento de la presencia tu marca en los buscadores.

 

2. Durabilidad de los artículos: Un beneficio que destaca sobre el resto es que una campaña de publicidad tiene principio y fin, sin embargo si eliges una estrategia de contenidos atemporales estos durarán para siempre.

 

3. Top of mind: Aumentas la presencia en la mente del consumidor y con ello la probabilidad de ser “Top of Mind”. Esto se consigue al crear mucho contenido de calidad y poder encontrarte con frecuencia en los buscadores.

 

4. Ahorro de costes: Una gran ventaja es que no requiere mucha inversión inicial y es mucho más económico que otros formatos de marketing y publicidad.

 

5. Atención al cliente: Ayuda en la atención al cliente al solucionar dudas que puedan tener tus clientes o clientes potenciales en los artículos que escribas.

 

6. Mejora tu imagen de marca: Mejora tu imagen de marca al entregar altruistamente contenido de interés a los usuarios y demostrar tu capacidad y profesionalidad sin tener que hablar de tí mismo.

 

7. Guía en la empresa: Es una guía en el sentido más amplio de la palabra. Los empleados ven el enfoque, se da a conocer la filosofía, se escribe sobre temas de polémica o que puedan dar lugar a confusión de forma que se puedan recurrir a los artículos como elemento desambiguador.

 

8. Tutoriales: Se pueden crear tutoriales que beneficiarán tanto a la marca como a los lectores al tratar conceptos de cierta dificultad o que sean necesarios de explicar a los nuevos empleados, de forma que todo quede online y se fomente en uso del blog.

 

9. Mayor credibilidad: Porque al escribir contenido interesante de forma desinteresada crear una mayor fidelidad y confianza en el cliente con respecto a la empresa.

 

10. Demostración de conocimientos: Con un blog podemos demostrar la capacitación de nuestros empleados para realizar determinados trabajos.

 

11. Diferenciación: Consigues una diferenciación con tu competencia al tratar distintas temáticas y dar tu propio punto de vista sobre los mismos conceptos.

 

12. Bases de datos: Un gran beneficio es la capacidad de conseguir leads a un precio muy económico. Además, no solo es más económico sino que es uno de los métodos más efectivos para conseguir una buena base de datos.

 

13. Networking: A través de un blog se establecen nuevos contactos al colaborar con profesionales y empresas del mismo o de distintos sectores.

 

14. Aumento del tráfico: Aumenta el número de visitas a nuestra web y por tanto se incrementan las ventas.

 

Como hacer Marketing de Contenido

 

Bueno, si lo que quieres es hacer Marketing de Contenidos y SEO (posicionamiento natural) sacando el máximo provecho a cada artículo te recomiendo que leas este artículo “Cómo aumentar visitas a mi Blog”, es post de nuestro Blog en el que hablo de algunos sencillos trucos SEO para conseguir mejorar exponencialmente las visitas a tu página web.

 

Ejemplo Marketing de Contenidos

 

Nuestro Blog corporativo está perfectamente adaptado a la estrategia de marketing de contenidos. Actualmente tenemos bastantes artículos y algunos videotutoriales en nuestro canal de Youtube. Además, pronto comenzaremos a sacar ebooks, hacer webinars y mucho más!

 

Agencia de Marketing de Contenidos

 

Neoattack, Agencia especialista en marketing de contenidos

 

Si lo que buscas es una empresa especializada en realizar contenidos de calidad y posicionarlos puedes contactar con nosotros aquí. Te daremos presupuesto sin compromiso.

via

 

The digital marketing industry is like no other, and one of the great joys of publishing a top marketing blog is the opportunity to shine a light on top talent. People who are doing great work, inspiring others to do great work and making a difference in marketing. Working in this industry over the past 20 years has provided numerous opportunities for me to connect with, learn from and be inspired by incredibly talented marketers. Many of them women. And so, for the ninth year in a row, TopRank Marketing is publishing it's annual influential women in digital marketing list. In the past, we’ve had previous honorees nominate others, picked those that were most influential using software, and even asked C-Level male marketing executives to nominate their female peers. This year, I’m taking a different approach. I'm going back to the origins of the very first list back in 2010, showcasing women in digital marketing that I know and have been inspired by. Here is this year's list of 25 (out of many more) women in digital marketing who have inspired me in 2018 to be a better marketer and in some cases, a better person. Mina Seetharaman - EVP, Global Managing Director, Content and Marketing Solutions at The Economist @minaseeth Getting to know Mina as fellow advisory council members for Digital Marketing Institute, I’ve learned that she is a fountain of knowledge on many topics including all things digital marketing. I marvel at Mina's willingness to entertain meeting with me to share marketing and health tips alike. As a leader in her company and industry, she is a passionate public speaker, advocate and lifelong learner that inspires me to continuously improve. Ann Handley - Chief Content Officer at MarketingProfs @marketingprofs While I’ve known Ann for many years, she’s continued to be a great friend and supporter (and co-presenter). But what’s inspired me is how she continues to optimize herself and her speaking skills as a professional keynote speaker. Watching her present at numerous events in more than one country has helped me elevate my speaking game as well. Plus she’s smart and funny as hell! You should subscribe to her newsletter for weekly inspiration. Tyrona (Ty) Heath - Global Lead, Market Development at LinkedIn Marketing Solutions @tyrona I am fortunate to serve with Ty on an industry advisory council, where I've seen her in action as a passionate advocate, marketing thought leader and communicator. Having a chance to share ideas and brainstorm with Ty had my brain popping like popcorn, which I suppose is another way of saying I was both energized and inspired. :) Kirsten Allegri Williams - CMO at SAP SuccessFactors (and Opera Singer) @kirstenallegriw At a busy conference like SAP’s SAPPHIRE event it is easy to be distracted. That’s why I was impressed by how present Kirsten was on our first meeting. Of course, she’s incredibly smart as well. Since then we’ve had a few opportunities to communicate, but what has inspired me most about her is the content she shares on her social channels. It is consistently positive, uplifting and optimistic - all things that inspire me to do the same. Alison Herzog - Marketing Director, Global Social Business and Digital Strategy at Dell @alisonjherzog Conversations with Alison are inspiring to me because she is incredibly smart, thoughtful and generous. My team had the opportunity to work with her when she was at FamilySearch. Since then, we’ve had many opportunities to connect and the response is always the same: what a delightful, wonderful, person! Amisha Gandhi - VP Influencer Marketing at SAP Ariba @AmishaGandhi As the pioneer behind SAPs influencer marketing program, Amisha has been a spark that has ignited many of the most referenced case studies in the B2B influencer marketing space. She is very passionate about her work and life, and is always working to improve. Her ability to empathize with other people has made her a very effective negotiator and wrangler of resources to get work done and done well. It has been a pleasure for me and my team to work with her both at SAP and now at SAP Ariba. Dorie Clark - Author, Keynote Speaker, Adjunct Professor Duke University, Investor @dorieclark My first exposure to Dorie was her writing for Harvard Business Review, as well as through mutual connections on the social web and her active public speaking. When I finally had a chance to connect in person at a professional speakers' group that we're both a part of, I found her to be genuine, thoughtful, smart and generous with her advice. All qualities that I am inspired to exhibit more of myself. Konstanze Alex, PhD - Director B2B Influencer Relations at Dell @konstanze Konnie is a true professional who has high standards, cares deeply about relationships and is very loyal to those on her team. Luckily, some of my team members are also part of Konnie's team, working to support some of Dell's work with tech industry influencers. Konnie's dedication is an inspiration for us all. Margaret Molloy - Global Chief Marketing Officer, CMO, Siegel+Gale @MargaretMolloy Margaret is elegant, sophisticated and yet still approachable. When I saw her do a keynote interview recently, the first words I shared with the conference organizer was "now that was pure class". She is one of the most thoughtful and impressive communicators I've seen on a marketing stage and that has inspired me to level up my communications game. Carla Johnson - Keynote Speaker, Author and Programmer Director, Digital Marketing at HARBOUR.SPACE @CarlaJohnson Carla is one of those rare people in marketing that can "walk the talk" with marketing strategy and equally "talk the talk" as a professional marketing keynote speaker. That ability to do both is very inspiring to me. She is as smart as she is friendly, and also a true professional. It has been a real pleasure to know her and see her grow over the years. Beverly Jackson - VP Social Portfolio Strategy at MGM Resorts International @BevJack Several years ago I had an opportunity to fill-in on a keynote for Beverly and was then able to see her do her magic on stage. It was clear that all I filled in was her left shoe compared to the energy, charisma and confidence she brought to the marketing stage. But what is most inspiring is her incredible work ethic. I'm not sure she sleeps or if there is anyone that works harder than BevJack. Ursula Ringham - Head of Global Influencer Marketing at SAP @ursularingham Working with Ursula on influencer marketing projects and being connected on social network sites makes it easy to see she is as enthusiastic about her work as she is about being in the outdoors. She is incredibly driven and motivated to create impact and that is inspiring to me. For even more good stuff about Ursula, read the interview. Rani Mani - Head of Social Influencer Enablement at Adobe @ranimani0707 The only woman on this list I have not met personally (yet) is Rani. I interviewed her recently and when doing my background research found her amazing and inspirational personal story. From her journey with cerebral palsy to her work with Mother Theresa to inspiring her team at Adobe, she believes "there is nothing you can't do". Rani is someone we can all learn from. Kate O’Neill - Professional Speaker, Founder at KO Insights @kateo I first met Kate back in my SEO days. Recently, we've reconnected and I see that she's a renaissance woman on fire. She is a strategy consultant to Fortune 500 companies, helping to navigate digital transformation in a human-centric way. She's also an author and active keynote speaker. Her latest book, Tech Humanist is about how to make technology better for business and for humans. More than anything is Kate's positive energy. In her presence you cannot help but be inspired to tackle your day with optimism. Olga Andrienko - Head of Global Marketing at SEMrush @Olgandrienko My recent re-entry into the search marketing conference world has exposed me again to some of the most talented marketers in the world. I am a longtime fan of SEO software SEMrush and have see Olga's inspiring work with content, media, and influencers, winning numerous industry awards and maximizing exposure at events. She is kind, super smart and her marketing leadership has really put SEMrush on the martech software map and that should inspire every marketer. Amanda Todorovich - Senior Director, Content & Creative Services at Cleveland Clinic @amandatodo At the top end of our content marketing maturity model, we talk about "Monetization", content marketing that is so good, it becomes it's own revenue generator besides leads and sales. What Amanda has created at Cleveland Clinic represents that level of content marketing excellence exactly. Of course, besides being an award winning marketer, she's also generous with advice, empathetic to others and genuinely a good person. Sarah Wells - Olympian at Athletics Canada @SarahWells400mh As you may have guessed, Sarah is not a marketer. Not exactly. She’s an Olympic athlete who runs the 400 meter hurdles for Canada. Sarah is also an evangelist for her Believe Initiative, which is a program that challenges young people to make choices over sacrifices, relentlessly pursue their goals and learn from past obstacles. Sarah overcame incredible obstacles herself as an Olympic athlete and she has developed impressive marketing chops as she promotes the initiative, and impacts and inspires thousands of kids every year. Rashmy Chatterjee - Global Sales Leader, IBM Security @RashmyC Where do I start with Rashmy? I recently learned she was the first woman in the Indian Navy, speaks at least 5 languages and has worked in leadership positions as an engineer, a marketer and now in sales. I first saw Rashmy present during Advertising Week when she was CMO of IBM North America. Most recently, I saw her during a keynote interview at MarketingProfs B2B Forum and was reminded of her depth of knowledge combined with wisdom, character and laser focus on results. She says: "All marketing is sales. At the end of the day, marketing must show results in the sales ledger or nothing else matters." Ardath Albee - CEO at Marketing Interactions @ardath421 Ardath is the queen of B2B marketing in my book. I have learned so much from her over the years. Not only does she continue to stay on the front lines of B2B marketing consulting, but she also shares those insights generously through her consulting, speaking, blogging and her books. When I attend B2B conferences, Ardath is a speaker who I always find a way to see present, no matter how many other top speakers are in the same time slot. Stephanie Stahl - General Manager at Content Marketing Institute, UBM @EditorStahl Taking over the content marketing conference machine that Joe Pulizzi created is no easy task. But Stephanie has done it with class! Most people will never speak at, let alone run an industry conference. There is an incredible amount of work that goes on behind the scenes and in front. Stephanie has managed to do both with Content Marketing World and I am very happy to continue our relationship with CMI going into 2019! Katie Martell - Speaker and Emcee, Marketing Consultant at On-Demand Marketing @KatieMartell Sure, Katie has roasted me in her introduction before giving a keynote, but that's Katie. She is irreverent, smart and entertaining - a perfect emcee. She's also an entrepreneur, advocate, connector of people and a super smart marketer. Katie runs Boston Content, the region's largest community of content professionals and has been hailed as a “marketing expert to follow” by CIO Magazine. Katie brings energy into every room and conversation she's a part of, and challenges you to be and do better. Andrea Vahl - Author, Consultant, Strategist, Speaker at Andrea Vahl, Inc. @AndreaVahl This book author and marketing consultant is also a talented stand-up comedian! It's inspiring to me when people can become successful in both their main career and their side hustle. I've known Andrea for many years and she is consistently thoughtful, funny, smart and genuine. Even as "Grandma Mary". Purna Virji - Sr. Manager, Global Engagement at Microsoft @purnavirji I've had the pleasure of seeing Purna speak in multiple countries, mostly at search marketing conferences, but rarely about "traditional" search marketing. Purna has deep knowledge of AI, mobile, voice and customer experience and I learn from her every time. Her pursuit of and sharing of knowledge is inspiring.

 

Amanda Brinkman - Chief Brand and Communications Officer at Deluxe @amandakbrinkman Based in Minnesota, Amanda has led an incredible multi-year transformation of a 100 year old check printing company into the digital marketing age. Her work creating the Small Business Revolution to tell the stories of America's small businesses has generated phenomenal results. I am inspired as much by her brand and marketing savvy as I am by her focus on purpose driven marketing.

 

Luciana Moran - SVP, Digital, Content & Creative at Dun & Bradstreet @lucymoran While my agency has worked with Lucy on an influencer marketing project in the past, it is my recent experience working with her on a conference panel that gave me cause to be inspired. First, Lucy went above and beyond answering interview questions, promoting the interview article and our panel at the conference. Second, during the panel she stuck to what she knew and didn't try to be more or less than that - a lesson for many in the marketing spotlight, including me! Another group of women that inspire me are the amazing marketers at TopRank Marketing! I am fortunate to work with these marketing professionals who not only go to bat for their clients but for each other. In a recent leadership meeting, I finally noticed that I was the only man in the room. They include:

 

Susan Misukanis - President and co-Founder

 

Alexis Hall - VP Client Accounts

 

Amie Krone - Operations Director

 

Ashley Zeckman - Senior Director of Digital Strategy

 

Caitlin Burgess - Senior Manager of Content Marketing

 

Tiffani Allen - Senior Account Manager

 

Elizabeth Williams - Account Manager

 

Jane Bartel - Account Manager

 

Claire O’Neil - Account Manager

 

Debbie Friez - Influencer Marketing Strategist

 

Allysia Kveberg - Senior Analytics Strategist

 

Anne Leuman - Content Strategist

 

To see the women in social and digital marketing who have been recognized in our lists from past years, here you go: 2010 – 25 Women That Rock Social Media 2011 – 25 Women Who Rock Social Media 2012 – 25 Women Who Rock Social Media 2013 – 25 Women That Rocked Social Media 2014 – 25 Women Who Rock Social Media 2015 – 50 Influential Women in Digital Marketing 2016 – 50 Influential Women in Digital Marketing: North Stars & Rising Stars 2017 - 25 Women Who Rock at Digital Marketing in 2017 Who inspires you to be a better marketer? Feel free to share in the comments.

 

The post 25 Influential Women in Digital Marketing Who Rocked and Inspired in 2018 appeared first on Online Marketing Blog - TopRank®.

 

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Keyword research is one of the most important parts of developing an SEO strategy.

 

You need to know what keywords you need to target, and to do that, you need to know what your target audience is searching for on Google.

 

You want to find the keywords where you can compete for a spot on the first page, but that also bring conversions.

 

SEO agencies use paid tools like Moz Pro, Ahrefs, and SEMrush, all of which provide detailed keyword research functionality with information about things like search volume.

 

However, if you’re just starting out and you’re handling your own SEO, a subscription to professional software tools is probably out of budget.

 

It used to be that for keyword research, there was a great free alternative from none other than Google itself: Google Keyword Planner.

 

It gave relatively accurate data about search volume, for free, helping business owners and internet entrepreneurs do thorough keyword research without needing to spend money on a paid tool.

 

This was true until July 2016, when these golden days came to an unexpected end.

   

How Google Throttled Keyword Planner

 

Unfortunately, the days of free access to detailed search data from Google Keyword Planner came to an end during the summer of 2016.

 

Unexpectedly, Google restricted access to Keyword Planner for anyone who wasn’t above a certain spending threshold in Google AdWords, their pay-per-click advertising service.

 

As you can see if you clicked through to the link above, which is an article in Search Engine Journal from when this happened, Google initially claimed that the error message users were receiving was a “technical issue.”

 

This wasn’t entirely true. They were, in fact, making some major changes to who could access full search data through Keyword Planner.

 

Today, you can still access and use Google Keyword Planner without spending money on PPC. But, there’s a huge catch, which wasn’t there before.

 

The search volume information that it gives you offers such a broad and vague numerical range that, frankly, it doesn’t really tell you much of anything useful.

   

You can see what I mean in the screenshot below.

 

As you can see, 10k-100k is a ridiculously broad range. While Google Keyword Planner can give you new keyword ideas, it really doesn’t tell you a whole lot anymore about how many people are actually searching for each keyword.

 

At least, not unless you’re spending a significant amount of money on AdWords advertising.

   

Finding Alternatives: Free Keyword Research Tools That You Can Start Using Today

 

Naturally, if your budget won’t allow for a paid subscription to a professional SEO tool, you need to find alternatives to Google Keyword Planner. Fortunately, there are quite a few of these out there.

 

Fortunately, there are quite a few of these out there.

 

Some tools offer search volume data, while others don’t. However, quite a few of them can be very, very useful for keyword research.

 

I’ve decided to create a master list of the best free keyword research tools out there, as of 2017. I did the very best I could to make sure this list is as comprehensive as possible, listing multiple types of free keyword research tools that can be useful for small businesses, bloggers, affiliate marketers, and anyone else who handles their own SEO.

 

I did the very best I could to make sure this list is as comprehensive as possible, listing multiple types of free keyword research tools that can be useful for small businesses, bloggers, affiliate marketers, and anyone else who handles their own SEO.

 

I’m starting off with the ones that are completely free, and that also offer search volume information. Some of them do have paid versions as well, many of which are quite affordable. In most cases, the paid version will allow you to do a greater number of searches per day. You may or may not need it, but many of these tools are quite a bit less pricey than agency tools like Moz Pro, Ahrefs, and SEMRush.

 

In most cases, the paid version will allow you to do a greater number of searches per day. You may or may not need it, but many of these tools are quite a bit less pricey than agency tools like Moz Pro, Ahrefs, and SEMRush.

 

Next, I’ll list the paid tools with free trials that you can take advantage of. These free trials can allow for anything from a few searches, to a full month of unlimited use.

 

Third, I’ll talk about the longtail keyword tools that don’t offer search volume information, but that can still be a great way to get keyword ideas.

 

Many of these tools can be incredibly valuable for brainstorming new content ideas, too. If you’re stuck in a rut, they can bring up questions your audience is asking, but that you never thought of. This can be fertile ground for blog posts, not to mention an opportunity to rank for potentially profitable longtail keywords.

 

This can be fertile ground for blog posts, not to mention an opportunity to rank for potentially profitable longtail keywords.

 

For all of the tools that offer search volume data, I’m doing something a little different. I’m actually going to compare the data they offer with the data available from the paid tools my agency uses. This can help you get a better idea of how accurate these tools probably are.

 

Keep in mind that even with paid tools, you probably can’t trust search volume data to be 100% accurate. However, it’s a very useful approximation that can help you a lot with your keyword research and SEO strategy.

 

To take a look at results that these tools provide, I’ve used “keto” and related terms as the test keywords. “Keto” is short for “ketogenic diet,” a very low carb, high fat, and high protein dietary regimen that’s gained a lot of popularity recently for weight loss.

   

So, here it is: my ultimate list of the very best free keyword research tools for 2017.

   

1. SEOBook Keyword Tool

 

SEOBook may not be the best-known SEO blog and resource website, but it’s definitely a “hidden gem.”

 

Created by longtime SEO professional Aaron Wall, the site has a fascinating and comprehensive blog that’s not afraid to talk about topics that many other blogs don’t cover in detail. There are also quite a few useful SEO tools, one of which is the SEOBook Keyword Tool.

 

To use the tool, you’ll need to sign up for an account. However, it’s completely free to sign up, so you don’t need to pay for a subscription or anything.

 

There are also tons of other helpful resources and tools on the site, so I definitely recommend signing up and checking it out if you’re handling your own SEO.

 

The SEOBook Keyword Tool does, in fact, provide keyword data. You can see total monthly searches, total daily searches, monthly searches in the UK, and even searches on Yahoo and Bing.

 

If you sign up and check it out, you’ll notice that they also provide a column-by-column description of what all of the information means. They also give some information about how it works.

 

Here’s a screenshot of what you’ll get if you type “keto” (as in ketogenic diet) into the SEOBook tool.

     

This is just a picture of the top of the list. There are a lot of other longtail keywords listed.

 

As I’ve mentioned, this tool is completely free. But how does it compare to the professional software that we use in digital marketing agencies? Let’s take a look and see.

   

Already, we can see that both tools have generated a rather similar list of top related keywords for “keto.” You can also see that the search volume information — that’s “Daily Searches” in the SEOBook Keyword Tool, and “Volume” in SEMRush — is quite close.

 

Keep in mind that search volume information from any tool, even Google Keyword Planner, isn’t necessarily 100% accurate. The volume information from the SEOBook and SEMRush are close enough that both give an accurate picture of what kind of numbers you’re looking at.

 

Interestingly, there is a little difference in the top keyword results you see from each tool. But, both complement one another. For example, you’ll see “keto pancakes” in the SEOBook screenshot, but not the SEMRush screenshot.

 

There’s a content idea right there: awesome recipes for keto-friendly low-carb pancakes. You’ll also see “keto snacks” in there.

 

Then, in SEMRush, we have “keto vegetables,” “keto breakfast, and “keto recipes.”

 

With both tools together, you can see a trend here: people are looking for recipes for meals that won’t interfere with your ketogenic diet. Keep in mind that keto requires people to consume a very, very low carbohydrate intake, often below fifty grams per day.

 

So, some creativity is sometimes needed.

   

2. Serps.com Keyword Tool

 

Serps.com is another website that offers a useful free keyword search tool. They also have several paid plans, each of which offers a 30-day free trial.

 

Founded in Portland, Oregon in 2012, Serps.com tracks data from over 20,000 keywords for a total of approximately two million keywords.

 

Here’s a screenshot of what comes up for our test keyword, “keto.” These are global results, not results specific to the UK.

     

Even if you don’t plan on paying for a monthly subscription, signing up for their 30-day free trial can be helpful if you’re in the keyword research phase for a new website. It’s a great tool, it’s free for a month, and you can easily find all kinds of surprising longtail keywords that you can target.

 

But, how does this one compare to professional tools?

 

For comparison, here’s a screenshot of what I got for “keto” in SEMrush:

     

As you can see, the results are quite similar, but not necessarily identical. Both tools point you toward things like “keto diet plans” and “keto recipes,” as well as “keto calculator.” The latter, for reference, refers to online tools that people can use to track their macronutrient intake, keeping carbohydrates low while making sure they’re getting enough protein and dietary fats.

 

At the same time, though, you’ll see a couple of differences. This makes a case for using these kinds of free tools as a supplement for keyword research, even if you have a subscription to a tool like SEMRush.

 

For example, the Serps.com Keyword Tool offers “reddit keto.”

 

What is that?

 

Well, it turns out that one of the biggest communities for keto dieters is actually the /r/keto subreddit, a forum hosted on Reddit. Checking out /r/keto could be a gold mine for content ideas, and if you didn’t know about it, now you do.

   

3. KW Finder

 

Like Serps.com, KW Finder is a very good paid tool that happens to have a very useful free trial version that you can take advantage of. Even better, you don’t even need to give them your credit card information to sign up for the free trial.

 

For free, you can get up to three keyword searches per 24-hour period. It will give you 25 related keywords per search. You will also get three SERP checks per day.

 

Here’s a screenshot of what you’ll get if you type “keto” into the free version, with results filtered to the UK only.

   

The left has the keyword suggestions. Over on the right, you’ll see the SERP Checker data. This shows the top results for that keyword. You can also see monthly search volumes over the past year.

 

As you can see, like many search terms related to dieting and fitness, “keto” sees a January spike due to New Year’s resolutions.

 

So how does KW Finder compare to SEMRush? Let’s take a look and see.

   

As you can see, we’ve got some similarities and some differences here. KWFinder pulls up some interesting keywords that aren’t as prominent in the SEMRush results, like “keto diet meal plan” and “ketogenic diet foods.” While these may already be fairly high competition, they can help seed new ideas for profitable long tail keywords.

 

You can also see that for “keto diet plan,” KWFinder and SEMRush are showing similar search volume information. The same goes for our head keyword, “keto.” The numbers aren’t identical, but even if you compare search volume information from two professional paid tools, they’ll be close but not necessarily 100% identical.

 

The cool thing about KW Finder is that you don’t need to pay for a subscription to use the tool, you’re just limited to a certain number of daily searches. If you’re just doing keyword research for your own business’s website, or for a personal project like a blog or affiliate review site, this might be all you need.

   

4. SEMRush Free Trial

 

SEMRush is a professional-level paid digital marketing toolkit, and as you can see, we use it in our digital marketing agency. I’ve had a great experience with their software, and if you’re in the market for high-powered SEO software, I definitely recommend SEMRush.

 

However, we’re giving them a mention here because they offer a free 14-day trial. Taking advantage of this offer could end up being very helpful for you.

 

If you click the link and sign up for the trial, you’ll be using a promo code that activates said free 14-day trial. This is valid until September 10, 2017.

 

SEMRush offers 10,000 results per report, and you can create up to 3,000 reports every day. Along with keyword research, you’ll also have access to advertising research, site auditing tools, a Keyword Difficulty tool, and more. If you click the link and scroll down, you’ll see the full list.

 

Be advised that in order to use your free 14-day SEMRush trial, you will need to provide your credit or debit card information. However, there isn’t any charge for the trial. Unfortunately, SEMRush isn’t exactly cheap, so if you’re reading this, it’s probably not the ideal paid tool for you right now.

   

5. Moz Keyword Explorer Free Trial

 

Moz Pro is a professional SEO software suite used by digital marketing agencies, as well as in-house teams at large companies.

 

Like SEMRush, its pricing can be out of reach for many small business owners, but you can try out the Moz Keyword Explorer tool for free. Moz Pro also offers a full 30-day free trial that you can take advantage of.

 

With the free online version of Moz Keyword Explorer, you’ll get two free searches per day without logging in. If you register an account, you’ll give five searches a day.

 

Here’s a screenshot of what you’ll see when you type in “keto.” These results are localized to the UK.

   

The search volume data did not want to load correctly when this screenshot was taken, but feel free to check it out for yourself if you’d like to get a better idea of search volume for these particular keywords.

 

If you click on “See all 1,000 suggestions,” you’ll be taken to a page that lists 1,000 keyword suggestions based on your initial keyword. Here’s what it looks like for “keto”:

 

There’s also an option to view a full analysis underneath the SERP Analysis section.

   

Moz Pro Keyword Explorer is definitely worth checking out, considering that it’s one of the most widely used SEO software tool suites in the digital marketing industry. Although your daily searches are limited, you can still get plenty of valuable information for free.

 

Here’s our SEMRush screenshot again, for comparison.

     

While both tools did pull up similar keywords, Moz did offer a few toward the top that SEMRush didn’t list as prominently, like “keto diet review” and “keto diet bodybuilding.”

   

6. KeywordShitter

 

At this point, we’ve covered the keyword tools that are completely free, as well as paid tools that have limited free trial versions.

 

The humorously named KeywordShitter was created by a Reddit user, and it actually uses Google’s suggested searches to find longtail keywords.

 

It’s a great way to not only find relevant keywords, but also to get new ideas for blog content. You’ll often run across questions that your audience is asking, but that hadn’t occurred to you before.

 

It generates tons of keywords, and you can always pick the ones you like and then run them through a tool that provides search volume information. As I mentioned, if you’re stuck in a blog content rut and you’re not sure what to cover next, KeywordShitter can definitely help.

 

After you hit the “Start Job” button, KeywordShitter just keeps going and going. Eventually, you’ll start seeing keywords that have little or nothing to do with your actual topic. At that point, go ahead and hit “Stop Job.”

 

Here’s a screenshot of what the tool pulls up for “keto”:

 

As you can see, it brings up all kinds of interesting things that people are actually actively searching for.

 

If you’re stuck in a content rut for a website about losing weight with the keto diet, suggestions like “keto pancakes,” “keto appetizers,” and “keto alfredo sauce” could help you come up with new ideas for blog posts.

   

7. Keyword.io

 

Keyword.io is somewhat similar to KeywordShitter. To use the tool, you’ll need to go ahead and sign up for a free account. This is a quick, easy process.

 

Here’s what you’ll see when you type in “keto” and filter the results to the UK:

 

The keywords are listed in alphabetical order, and as you can see, there are quite a few interesting longtail queries listed. Up at the top, there’s an option to filter ideas. You can either type something in, or use the drop-down menu labeled “Filter Ideas” to choose from pre-generated filters.

 

For “keto,” the filter ideas that Keyword.io provides include things like “diet,” “recipes,” “ketosis,” “foods,” and even “zucchini.” (Zucchini is popular among keto dieters, and can be ground into a mock “pasta” to replace carb-heavy noodles like spaghetti and fettuccini.)

   

8. UberSuggest

 

Ubersuggest works in a similar way to KeywordShitter and Keyword.io. Interestingly, it was recently acquired by digital marketing guru Neil Patel, who plans to add more free features to the site in the near future.

 

One of Ubersuggest’s advantages is that it can bring up longtail keywords that aren’t listed in Google Keyword Planner. This can help you find interesting and relevant topics to write about, for which you can probably rank quite easily.

 

Here’s a screenshot of what you’ll see for the initial keyword “keto,” filtered to the UK.

     

As you can see, you can download the entire list in one simple click.

 

Another cool feature that Ubersuggest offers is a word cloud, which is generated from the keyword list. Not only are the word clouds quite pleasing to look at, but they can also help you get a better idea of what words and ideas tend to be correlated with your main head keyword.

 

Here’s the Ubersuggest word cloud for “keto”:

     

This is actually just the top of the word cloud, and there’s more to it. But this should give you a good idea of what Ubersuggest can generate for you.

 

These word clouds can be useful because, in a convenient visual format, they help you find correlations. This, in turn, can point to new content topics you can use to write epic content that ranks.

 

With “keto,” you’ll see that the big things are fairly obvious: “plan,” “carbs,” “food,” and “fast.” (Intermittent fasting is a component of keto diets.)

 

But look closer, and there are all kinds of interesting things in there. For example, “vegetarian.” Ketogenic diets are high fat and high protein, with little to no carbohydrate intake. When people think of “keto,” they usually think of things like bacon and other meats. Getting adequate protein can already be somewhat challenging for vegetarians, so there are definitely people out there who are losing weight with keto while remaining on a plant-based diet.

 

You can also see foods like pizza, naan, cake, taco, and jambalaya. (Jambalaya is an American Cajun dish originating in southern Louisiana, near New Orleans. It contains rice, beans, and usually either Andouille sausage or prawns.)

 

These foods all have carbohydrates, of course, but people always want to find ways to indulge in their favorite foods without blowing their entire weight loss diet. So, keto-friendly alternative recipes for these kind of foods, like “pizza” with a crust made from cauliflower, are a type of content that often performs quite well in this niche. This can help you plan content that your audience will love — and that other publications will want to link to.

 

So, keto-friendly alternative recipes for these kind of foods, like “pizza” with a crust made from cauliflower, are a type of content that often performs quite well in this niche. This can help you plan content that your audience will love — and that other publications will want to link to.

   

9. KeywordTool.io

 

Keyword Tool is yet another helpful keyword research tool that gets its longtail keywords from Google’s search suggestions. It provides over 750 longtail keyword suggestions, completely for free.

 

Here are the results for “keto,” filtered to the UK.

     

As you can see, you do need a paid subscription to Keyword Tool Pro to access search volume information.

   

10. WordStream Keyword Tool

 

Wordstream is a company that makes software for cost-per-click (CPC) advertising. They also happen to offer a free keyword tool, which gives you a total of 30 free searches. It’s actually designed more for paid search advertising than for organic SEO, but it can still be quite useful.

 

Here’s a screenshot of what you get.

   

To get more detailed information, you can sign up for a free trial of WordStream Advisor. This software is designed to help businesses streamline their PPC campaigns and better optimise for conversions.

 

You do not have to provide any credit card information to sign up for a free trial with Wordstream. However, they do request a company name and website.

   

11. LongTail Pro 7-Day Trial ($1)

 

This is a bit of an “honourable mention,” but you can sign up for a free week of access to LongTail Pro for just $1. While I did choose not to go through their entire sign-up process, it’s definitely worth checking out. The tool has a great reputation.

 

They also offer a “Long Tail Bootcamp” seven-day video course. It’s worth noting that this is geared primarily toward building an “authority site,” which usually pertains to monetization through affiliate marketing. So if you’re trying to find keywords for your brick-and-mortar plumbing business, the course might not be as useful for you.

   

12. Answer the Public

 

Answer the Public is a longtail keyword tool that’s primarily designed to help you find keyword ideas. It uses a really cool graphical visualization technique to show you questions that people are typing into Google Search.

 

Here are some screenshots of the graphics the site generates for any given keyword. These are what it generated for the keyword “keto,” localized to the UK.

 

This is the first graphic, for “Questions.”

     

As you can see, the graphics are quite large, and I actually wasn’t able to comfortably capture all of them in a single screenshot. It shows all 141 common questions that the site found for the keyword “keto.”

 

It’s organised into eight different branches: “are,” “where,” “which,” “who,” “what,” “when,” “why,” and “how.”

 

Here’s the second visualisation, organised around prepositions.

   

These are queries that include any of seven prepositions.

 

At the bottom, you’ll find a set of alphabetical lists, containing all of the questions and preposition queries that Answer the Public found.

   

Answer the Public can be a fantastic way for you to brainstorm for new content ideas. For many types of businesses, you’ll find yourself running through all of the “obvious” blog post topics pretty quickly. Answer the Public can help you find fresh new ideas — and, as a bonus, you’ve got a good chance of ranking for these kind of answer queries.

   

13. Bulk Keyword Generator

 

What sets Bulk Keyword Generator apart from other, similar tools is that it’s designed specifically for small local service businesses. It has two options that you can use: “Keyword Suggestinator,” which walks you through the process of narrowing down your business type, and “DIY Generator,” where you can enter your location and services manually.

 

In the “Keyword Suggestinator,” the first thing you’ll need to do is select your business type from a drop-down menu. Because this tool is so different from the others, and has a very specific niche focus, I’m not using our “keto” example keyword this time.

 

I went ahead and selected “Landscaping.” Once you pick a business type, you’ll see check boxes next to services that those businesses generally offer. You can check whichever ones your company offers. When you’re done, hit “Select Service Types.”

 

The next step is to enter your locations. I chose Dartford, Northfleet, and Gravesend. Then, once you’re done, hit the “Generate Keywords” button.

 

Here’s a screenshot of what Bulk Keyword Generator came up with for landscaping businesses in these towns in Kent.

   

In total, the website generated 405 keywords, which can easily be exported to a CSV file or copy-pasted from the plaintext box.

 

This tool can be quite useful for service businesses, both for SEO and for PPC advertising.

   

14. FAQ Fox

 

FAQ Fox is rather unique, and although it doesn’t draw from Google directly, I thought it was worth a mention in this list. FAQ Fox actually scrapes any site you enter manually, helping you do market research by finding common questions your audience is asking.

 

This is quite useful for finding questions asked in places like Reddit and Quora, as well as on niche-specific forums.

 

You’ll need to enter a keyword, then enter sites to scrap in the box below. I used “keto” as the keyword, and chose Reddit and Quora as our sites to scrape.

 

Beneath that text box, you’ll see a list that says, “Pick a category of starter sites to search. (Optional)”. I selected “Health/Fitness,” as ketogenic diets indisputably fit into that category.

 

Click “Start Search,” and the site will generate a CSV file for you.

 

Here’s a screenshot of that CSV, opened up in Google Sheets. At the top, which is visible in the screenshot, you’ll see post titles and links from Reddit’s /r/keto subreddit, one of the top online communities for keto dieting.

     

If you scroll down further, there are also questions from Quora, the other site I entered manually for FAQ Fox to scrape.

     

From the Reddit post titles, you could definitely find some potential blog topics. The Quora questions also provide plenty of ideas. You can see that people have questions about whether keto works, whether it has any health risks, and what kind of foods they can or can’t eat.

 

Overall, FAQ Fox is another useful tool to have in your keyword research and market research arsenal.

   

There Are Great Free Keyword Research Tools Out There

 

Google Keyword Planner may not be as useful as it once was, but there are actually quite a few great free keyword research tools out there. Some of them, like the SEOBook keyword tool, provide search volume data.

 

Others, like Keyword Shitter, focus on generating longtail keywords via Google Suggest. And still others, like Answer the Public, use unique approaches to help you brainstorm content ideas.

 

If your budget just isn’t ready for a full subscription to something like Ahrefs or SEMRush, these tools can be a great alternative that can help you kickstart your SEO campaign and find the right keywords to target.

 

If you’re still not quite sure which keywords you should be targeting, you can always feel free to reach out to us at Fine Tune Digital. Even if you’re not sure if you’re in the market for full SEO services, we offer free consultations that can help you get on the right track.

 

The post The Ultimate list of Free Keyword Research Tools You Can Start Using Today appeared first on Fine Tune Digital.

 

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via

 

If you break down the word “resolution” phonically, you get “resolute” and “shun.” Kind of ironic, since we all seem more likely to shun (persistently avoid, ignore, or reject through antipathy or caution) these self-assigned goals than be resolute (admirably purposeful, determined, and unwavering) in achieving them. Too often with New Year’s resolutions, we set ourselves up to fail. We lay out ambitious mandates and drastic behavioral changes that sound great in theory, but almost invariably fall by the wayside amidst our busy lives. B2B content marketers are plenty familiar with ambitious goal-setting. We're optimistic. We're driven. But perhaps we're not always realistic. The whole point of setting goals is to achieve them. If you're always setting stretch goals, you'll never know what success looks like. In this spirit, I thought I would outline five professional resolutions for B2B content marketers in 2019 that are not only achievable, but (I’ll argue) imperative. Enough shunning. Let’s get resolute and conquer these five objectives.

 

#1 - Document Your Content Strategy (For Real Though)

 

Every year, when they conduct their annual benchmarking research, Content Marketing Institute (CMI) and MarketingProfs ask respondents whether they have a documented content marketing strategy. And every year, we’re all stunned by how few say “yes.” (The 2018 study showed that just 36% of B2B marketers reported having a documented strategy. In the 2019 study, which was just released this past October, that number was 39%.) Then, we do it all over again. It seems absolutely insane that almost two out of three marketers lack documentation for their content strategy. And most of us recognize this, but still we just continue to let it slip. Enough. Make 2019 the year where you actually get your strategies written down, in the form of a tangible doc that is visible and accessible to everyone in the organization. [bctt tweet="Enough. Make 2019 the year where you actually get your #contentmarketing strategies written down. - @NickNelsonMN #NewYearsResolutions" username="toprank"]

 

#2 - Stop Focusing Your SEO Strategy on Keywords

 

Many of us were trained around this core principle of SEO writing: make that target keyword front-and-center in your copy. Place it in your title, in the first paragraph, and in multiple headers. Sprinkle it throughout your writing as liberally as salt on a bad steak. While “old-school” SEO has been on the outs, with content that provides the perfect balance for bots and humans on an increasing rise, some marketers still regard keywords as the end-all-be-all. Forcefully stuffing keywords into your content often diminishes readability, and in some cases it can totally derail the core points you’re trying to make. To what end? Google is continually getting smarter and more complex in its page rankings. As our Associate Director of Search & Analytics Tiffani Allen wrote here recently, elements like mobile-friendliness and voice search alignment will increasingly hold sway in 2019. Just take a look how far down anything keyword-related falls on this updated hierarchy of ranking factors from SEMrush: Quality, engagement, and relevance will rule the day. Fulfilling search intent is the prime directive in 2019 and beyond, as Annie Leuman recently broke down for us. [bctt tweet="When marketers understand #searchintent, we can create #content more tailored to our audience’s specific needs, problems, and questions—helping gain visibility, attract more qualified traffic, & build trust. @annieleuman" username="toprank"] If you are delivering on those fronts, you needn’t worry so much about SEO writing in a way that reads like this SEO writing sentence and makes you never want to type or hear the words SEO writing again.

 

#3 - Stop Talking to Walls

 

I’ve suggested that one of the biggest problems in B2B content marketing today is brands writing to members of their audience “as if they were an intangible corporate entity rather than a human being.” I continue to see this all the time: robotic blog posts aimed at no one in particular, covering dry material in the dryest manner possible. Oftentimes, these uninspired content pieces are aligned with the aforementioned SEO strategy of attacking keywords with little consideration for quality or audience engagement. Among the top content marketing predictions and trends for 2019 listed by our Caitlin Burgess is the elevated importance of building trust and infusing personalization. That means creating authentic, relatable content that speaks directly to a distinct human audience. [bctt tweet="#B2B marketers have to stop thinking about how audiences 'consume' content, and start thinking about how audiences want to experience content. @CaitlinMBurgess" username="toprank"] The time has come for editors and content managers to prioritize this directive. I might even recommend an approach as stark as this to ingrain the practice for your writers: If you read the first couple paragraphs of a draft, and it’s not immediately obvious that the voice is directed toward an actual person, send it back for revisions.

 

#4 - Move Outside of Your Content Comfort Zone

 

Of course, marketing content isn’t limited to the written word. It’s certainly the form most content marketers are comfortable with, because we so often have backgrounds in writing. However, strategies that don’t incorporate varied mediums are quickly falling behind. Audiences want more than words. The lowest-hanging fruit is video. It’s now easier than ever to create, requiring little more than a smartphone, and there’s no questioning its impact. It’s also kinda scary, because it sometimes means putting your face on camera, and grappling with unfamiliar concepts like video scripting, and sound design, and lighting (oh my!). If it helps, start small. Try creating a talking-head video from your desk and then self-scrutinizing, or linking up with a few coworkers for a panel-style interview that’s only distributed internally. Once you start to get it down, you can level-up your ambition and start actively integrating video marketing into your outward strategy. Our Josh Nite has written that “next-gen content” (i.e. interactivity, visual appeal, multimedia elements) will be key to earning the attention of audiences and generating leads. The more competency you can gain with these content types, the better you’ll be positioned. [bctt tweet="Be hyper-relevant and hyper-valuable with your #content, and you’re far more likely to bring more leads into your nurturing track. @NiteWrites #B2BLeadGen" username="toprank"] These video tips for first-time video marketers and design tips for non-artsy writers might help get you rolling.

 

#5 - Get that Google Analytics Certification

 

I’m guilty. I admit it. Google offers free courses and assessments through Google Analytics Academy that enable anyone to become certified with a GA Individual Qualification upon successful completion. Our entire account management team, as well as our SEO, PPC, and analytics teams are GA certified and adept in leveraging the tool. But the certification may not be high-priority item for writers, or content marketing generalists who have a team of analytics professionals behind them. But it’s a nice thing to have on your professional résumé, not to mention helping highlighting your analytical chops for some of your key stakeholders or clients. And beyond the ceremonial aspects, it’s just good to have all that knowledge around content measurement and attribution in your brain. Completing these courses and getting certified has been an ongoing goal for me all year in 2018, and — although I’ve gone through a few of the courses — I still haven’t finished it. Womp womp. If you Googled “disappointment” right now you’d probably see ... I know from conversations with colleagues and peers, however, that I’m not alone on this one. The GA certification seems to be that item on many to-do lists that keeps on perpetually sliding. So, if you’re in the same boat, let’s make 2019 the year we finally get ‘er done. That means developing a firm plan and sticking to it. Schedule time in your calendar and don’t shun it. [bctt tweet="#GoogleAnalytics certification seems to be an item that keeps perpetually sliding. Let's make 2019 the year we finally get ‘er done. @NickNelsonMN #ContentMarketing" username="toprank"]

 

Here’s to Resolute Marketers in 2019

 

Ready to get more resolute with your New Year’s resolutions this year? These five eminently achievable goals offer a good place to start. Almost every content marketer could stand to be more organized with documentation, sophisticated with SEO strategy, authentically human with their writing, versatile with their creation, and expert with their measurement. With concrete, realistic objectives in place, you can turn these from vague aspirations to viable accomplishments. Want more help as you prepare yourself for a bold new year ahead? Check out Caitlin’s top content marketing predictions for 2019.

 

The post B2B Content Marketers, Here Are Your New Year’s Resolutions for 2019 appeared first on Online Marketing Blog - TopRank®.

 

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Google Trends en Español

 

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Guía con Funciones, usos SEO + Video tutorial

Google Trends en Español es la herramienta de Google que te ayudará a conocer las tendencias de búsqueda en todo el mundo. Esta herramienta, tanto para los profesionales del SEO como para cualquier profesional del marketing online es indispensable para estar al día y un perfecto complemento para diseñar tu estrategia online.

  

Por ejemplo:

  

Con Google trends un Social Media Manager podrá saber qué temas son los más hablados para postear sobre ello y conseguir un mayor engagement.

Con Google Trends un SEO sabrá la tendencia de las palabras clave que ha planificado en su estrategia y podrá tomar decisiones en consecuencia.

Con Google Trends un blogger o una empresa podrán ser los primeros en posicionarse por una palabra clave con tendencia alcista y aprovechar las olas de crecimiento de estas para dirigir tráfico web sin mucho esfuerzo.

Con Google Trends tu empresa sabrá si en una determinada zona geográfica están interesados por una palabra clave en concreto para determinar si invertir en expandirse a dicha zona o no.

Con Google Trends una marca puede ver su propia tendencia y rectificar su estrategia en caso de descenso de la tendencia o ayudarse de los picos para crecer aún más.

etc.

Pero antes de empezar con los usos para SEO veremos el dashboard con las funciones básicas de Google Trends.

Funciones básicas de Google Trends

Para ver las funciones básicas vamos a ver parte por parte lo que nos ofrece esta herramienta.

  

Comparar términos

  

Comparar 2 o más términos

  

Compara 2 o más términos individualmente o en grupos utilizando “+”. Se pueden comprar hasta 5 términos individuales o grupos de un máximo de 25 términos en cada grupo.

Google Trends nos permite también comprar los términos por ubicaciones. Para ello simplemente tenemos que hacer clic en “Ubicaciones”. Tan y como aparece en la imagen de abajo. Al igual que los términos, podemos añadir también hasta un máximo de 5 ubicaciones, incluidos países y ciudades.

  

Es importante recordar que si no es una búsqueda de una palabra que se utilice en todos los países que añadamos, como en este caso SEO, que vale tanto para inglés como para Español, deberemos hacer las comparaciones de manera independiente.

  

comparar terminos ubicaciones

  

Cómo comparar períodos de tiempo

  

Con Trends también podemos hacer comparaciones de términos en diferentes periodos de tiempo. Para comprar estos términos por intervalos solo tenemos que hacer clic en “intervalos de tiempo”. Al igual que los términos y las ubicaciones, en los intervalos también podemos incluir únicamente 5 periodos de tiempo distintos y modificar la situación geográfica de la búsqueda.

  

comparar termino tiempo

  

Cómo filtrar las búsquedas

  

filtrado busquedas trends

  

Otra de las funciones básicas que nos ofrece Google Trends es la del filtrado de las búsquedas. En este apartado podemos encontrar:

  

Localización geográfica: Las búsquedas que realicemos podemos filtrarlas por países o, en caso de España, comunidades autónomas. Si necesitas conocer tendencias en las búsquedas locales este apartado te resultará de mucha ayuda.

Fechas: Filtrado de búsquedas de tendencias por fechas predefinidas o tus propias fechas personalizadas.

Categorías: Filtrado por la categoría a la que pertenezca el término de la búsqueda.

Lugar de búsqueda: Este filtro te permitirá elegir si quieres buscar en la web, entre las imágenes, noticias, Google Shopping o en Youtube.

Cómo exportar datos de búsqueda

  

exportar csv trends

  

La herramienta nos permite que podamos exportar los datos de las búsquedas que hayamos obtenido a un fichero .csv, para que luego lo podamos abrir fácilmente con la aplicación Excell.

  

¿Cómo lo hacemos?

  

Hacemos clic en los 3 puntos y desplegamos el menú que aparece en la anterior imagen, luego hacemos clic en “Descargar como archivo CSV”, y acto seguido se descargará el archivo en nuestro ordenador.

  

Tendencias en Búsquedas

  

tendencias busquedas google

  

En el menú de Google Trends en Español podemos encontrar, justo después de Explorar, las tendencias en búsquedas. En este apartado encontraremos las tendencias de búsqueda más importantes del año presentadas por días y segmentadas por el país que hayas elegido en caso de que lo hayas hecho.

  

Tendencias en Youtube

  

tendencias busquedas youtube

  

Igual que las tendencias en Búsquedas pero esta vez del buscador de Youtube. Muy útil para ver los vídeos más virales por país y por día.

  

Más populares

  

Una forma de encontrar las búsquedas más populares divididas por categorías y país durante todo el año anterior. El único inconveniente de este apartado es que solo presentan los resultados a año cerrado, pero aún así nos puede ser de utilidad (sobre todo a principio de año) para analizar el año anterior y poder utilizarlo en nuestra estrategia de contenidos.

  

Las categorías de tendencias que ofrecen son:

  

Palabras de mayor crecimiento en el año anterior

Futbolistas más buscados

Tendencias en Celebrities

Destinos más buscados

Tendencias en Dietas

Tendencias ¿Cómo…?

Tendencias ¿Qué es…?

busquedas populares googleImagen: Búsquedas más populares en Google

  

Si te parece interesante Google Trends te recomiendo que también te leas nuestro post “Google My Business, SEO para Negocio Local”

7 Usos de Google Trends para el SEO

El uso más importante de Google Trends es ayudarnos a conocer cómo evoluciona una keyword a lo largo del tiempo. Sabiendo esto podrás:

  

Prever el tráfico de una palabra clave

  

La más básica de las funciones pero no la menos importante, es usar Google Trends para prever el tráfico de una palabra clave determinada. Si sabemos la tendencia de tráfico de una palabra clave podemos saber si merece la pena atacarla porque es una keyword estable o con tendencia ascendente o quitarla de nuestra estrategia de contenidos si esta es una palabra clave con tendencia descendente.

  

Esto también le servirá a las empresas para conocer aproximadamente la tendencia de consumo de un producto o servicio determinado en una zona geográfica concreta.

  

Por ejemplo:

  

Si analizamos la tendencia de búsquedas de la keyword “Google Trends” vemos que cuando salió tuvo un pico y después siempre se ha mantenido prácticamente en la misma línea. A partir de estos datos recogidos, Google, si hacemos clic en “previsión” nos dirá la tendencia de búsquedas que estima de la palabra “Google Trends” a lo largo de más o menos el próximo medio año.

  

prevision google trends

  

Imagen prever tráfico palabra clave

  

Encontrar palabras clave interesantes

  

Otra de las funciones que más usarás y de las más importantes es la búsqueda de palabras clave interesantes, que serán aquellas que por la situación geográfica de sus búsquedas o tendencia interesarán más a la empresa. Esto a su vez te servirá para encontrar nuevas ideas de contenido.

  

Para encontrar palabras clave interesantes puedes:

  

Usar las búsquedas relacionadas de Google Trends

Revisar las tendencias en Youtube

Revisar las tendencias en búsquedas

Analizar las tendencias más populares

Comparar términos por fechas y ubicaciones

Comparar varios términos

Filtrar términos de búsqueda

Esto por ejemplo puedes usarlo para los títulos de tus post:

  

Si quieres encontrar el mejor título para tu post puedes…

  

1. Buscar las palabras clave de las búsquedas relacionadas con la palabra clave que has buscado.

  

palabra clave titulo

  

2. Comprar las tendencias de las palabras clave que quieres incluir en el resto del título. De esta forma veremos:

  

Cuál de los formatos puede ser más interesante para nosotros si no hemos encontrado un formato destacado a través de Semrush o Keyword tool planner.

Qué variables elegir en caso que existan más de una y sean motivo de duda.

palabra clave titulo

  

Si quieres más información para saber cómo elegir el título adecuado y cómo posicionar tus post en Google te recomiendo leer nuestro artículo “Cómo aumentar las visitas a mi blog”

Monitorizar una marca

  

Con esta herramienta podemos conocer las tendencias de una marca, con lo que sabremos cuanto se habla de ella y las temáticas relacionadas con esta para incluso saber si son positivas o negativas. El único problema es que sólo funciona con marcas con un gran volumen de búsquedas.

  

Si tienes tu marca personal también te puede interesar este post con “Claves para conseguir una gran Marca Personal”

No hace falta un conocimiento técnico para entender que antes se hablaba mucho más de la marca “Sony” que ahora, pero podemos verlo claramente en este gráfico de tendencia de Google Trends.

  

monitorizar marca trends

  

Imagen monitorizar marca con Google Trends

  

Comparar el tráfico web

  

Entre otras cosas, Google Trends también te sirve para comparar el tráfico web. Esto nos puede servir, si la web tiene el volumen suficiente de búsquedas, para:

  

Ver cómo afectan y comparar las campañas de marketing o acciones concretas en el tiempo (los últimos 5 años, el año pasado, la última hora…) a las búsquedas de dos o más páginas web.

Conocer si el aumento de búsquedas de una página web afecta al volumen de búsquedas de la web de la competencia.

Analizar la tendencia en el tiempo y en el espacio de las búsquedas de una marca comparandola con otras.

comparar trafico web

  

Imagen comparar tráfico con Google Trends

  

Aprovechar las Tendencias periódicas

  

Controlar las tendencias periódicas para centrarte en cada momento en las palabras clave que más te interesen. Esto es importante sobre todo en sectores con periodicidad estacional ya que podrás ver cuando la tendencia de ciertas palabras clave comienza a crecer para adelantarte al resto con tu estrategia.

  

Por ejemplo, si eres una empresa que vende turrón, Google Trends te ayudará a:

  

Ver cuando comenzaron a crecer las búsquedas el año pasado para que no te pillen por sorpresa y tener preparada tu estrategia de contenidos.

En este caso por ejemplo, vemos que Google Trends predice una menor búsqueda de la palabra turrón en España, seguramente debido al calor que está haciendo todavía en el mes de Noviembre. Con esto, los fabricantes de turrón pueden saber que deben retrasar sus campañas ya que esta tendencia no acaba de crecer todavía y pueden ver que este año el nivel de búsqueda, y seguramente de consumo será menor.

  

tendencias anuales

  

Saber cuándo debes posicionar tus palabras clave antes que comience la cresta de crecimiento para aprovechar todo el tráfico que estas búsquedas reportan.

Con el gráfico anterior podemos ver una previsión, pero si quieres saber el volumen de búsquedas exacto en 2014 y la tendencia que lleva durante el 2015 en cifras exactas te aconsejo usar el Keyword Tool Planner. Así, incluso podemos obtener una gráfica comparativa de este año con el anterior y obtener nuestras propias conclusiones a partir de todos los datos recopilados.

  

tendencias keyword planner

  

Ver qué palabras clave exactamente son las que se buscan este año para no fallar en tu estrategia.

Con esta lista de búsqueda de palabras clave principales y en aumento podemos ver las tendencias de consumo que se están produciendo para posicionarnos por estos términos.

  

busquedas relacionadas google trends

  

Buscar tendencias: Tráfico regular y picos de búsquedas

  

Tendencias estables para conseguir tráfico regular

  

Google Trends te ayudará en tu trabajo de posicionamiento SEO a la hora de conocer qué palabras clave tienen una tendencia más estable a lo largo del año. De esta forma podrás atacar aquellas palabras clave que tengan un tráfico constante mes a mes para no tener una gran caída de tráfico durante el verano por ejemplo.

  

interes estable en el tiempo

  

Picos de búsquedas de una temática interesante

Puedes utilizar los picos de búsquedas para conseguir un mejor posicionamiento que tu competencia de forma sencilla y un mayor tráfico web sin mucho trabajo. Para esto puedes:

  

Escribir cuando más se hable sobre una palabra clave para conseguir un mayor tráfico web y engagement.

Escribir cuando una palabra tenga tendencia alcista antes que tu competencia para alcanzar la primera página de Google el primero.

Adelantarte a tu competencia en la redacción sobre una temática de moda desconocida o poco comentada en el sector.

etc.

Encontrar nuevos nichos de mercado

  

Las variables de medición geográfica que nos ofrece Google Trends nos permite conocer nuevos nichos de mercado dónde será interesante posicionar nuestra palabra clave o incluso abrir un negocio si eres un emprendedor.

  

Puedes encontrar nuevos nichos de mercado interesados en tu palabra clave consultando la misma y viendo el volumen de búsquedas que se realizan geográficamente.

También lo puedes hacer con nichos que no tengan todavía un volumen suficiente e incluso que el mercado aún no exista pero que su tendencia sea al alza. Si ves que se está generando un nuevo mercado a través del crecimiento del nº de búsquedas de una palabra clave (un producto o servicio de tu sector) puedes estar atento y cuando su tendencia alcance un volumen razonable puedes valorar si es interesante entrar.

Este mapa de calor que nos ofrece Google con el interés geográfico por país, y a su vez desglosado, en el caso de España en comunidades, nos permite conocer al detalle las tendencias de búsqueda o lo que le preocupa una temática a la gente según la zona geográfica en la que se encuentren. Eso sí, recuerda que si estás haciendo búsquedas en Español y quieres por ejemplo, hacer una comparación de un kw con el mercado anglosajón deberás introducir la palabra traducida para poder comprar y decidir qué mercado te interesa más.

via

 

What is SEO? It’s search engine optimization. Part art, part science, it’s all done to improve your website’s ranking on Google and other search engines.

   

Why is SEO so important for Toronto businesses? The short answer is this: Toronto is an incredibly competitive market. Millions of people, hundreds of billions of dollars, and everyone is looking for a piece of the pie.

   

SEO can be used as part of a holistic marketing strategy that includes traditional marketing and/or other web-based marketing, or it can be used on its own. The biggest advantage of SEO? It only targets terms users are actively searching for – in other words, only Torontonians who are already looking for the products and/or services that you offer will find you.

   

Every SEO lead is a good lead.

   

SEO Basics

 

To start, let’s look at the absolute basics that you need for SEO. We’re assuming you already have a website – if you don’t, get one – they’re the whole point of SEO.

   

What we’ll describe in this section are table stakes for any Toronto SEO efforts – without these, you’re not going to make your way to the top of search engine results anytime soon.

 

Set up your GMB

 

Google My Business (GMB) is Google’s business directory – and so much more. With a GMB, your business can show up in Google’s coveted 3-Pack:

   

As you can see, the 3-Pack is highly visual, and contains a lot of information that you might not find in a regular search result. What’s more, the 3-Pack usually comes up before all other search results – it’s where you want to be, and you can only get there with a GMB.

   

Setting up your GMB is simple: create your GMB by following the instructions in this link, and you’re on your way.

 

Keep your site mobile-friendly

 

There’s a lot that goes into keeping a site mobile-friendly, from maintaining fast loading pages (more on that in the Technical section) to ensuring that any forms you have on your website are easily filled with as few fields as possible.

   

You should also ensure that your site is responsive, and that everything is designed with mobile in mind. Torontonians do a lot of mobile searches when they’re out shopping, and to show up in those searches, it’s important that your site is optimized for mobile.

 

Do keyword research

 

What are people in Toronto searching for? More specifically, what terms are they looking for that relate to your business? Keyword research is the first step in any SEO effort – you need to know what terms you want to rank for before you start trying to improve your standing on search engine results pages (SERPs).

   

A bike shop in Toronto might want to rank for the term “bike”, but, as you can imagine, “bike” is a highly competitive term. Instead, you might do better to rank for “bike shop in Toronto” or “bikes for sale in Etobicoke”. Use Google’s Keyword Planner or, if you prefer, a number of keyword research tools that aren’t Keyword Planner to find the keywords you want to rank for.

 

Create content constantly

 

Keyword research comes first; next, you need to create content to help you rank for those keywords. We have a whole section on content creation, but the point that’s important to hammer home here is that content creation cannot ever stop. Neither can keyword research – people are constantly searching for new things, and you need to be providing content tailored to those searches.

   

You should be posting something new on your website at least once a week. What’s more, what you post needs to be useful – spamming useless content won’t get you far. Fortunately, Toronto is a big, active city – there’s always something to write about!

   

Location, Location

 

Online advertising, and more specifically SEO, has a lot going for it. One of its advantages over traditional marketing is how granular you can be with targeting. In a city like Toronto, that specificity can be incredibly important.

   

You don’t necessarily want to be advertising to people in Scarborough if your shop only services Etobicoke. On the flipside, you might offer delivery to the entire GTA, in which case it might be to your advantage to target people in Burlington. SEO allows for this level of customizability in your advertising.

 

Create location pages

 

One of the ways that you can accomplish location specific goals is by creating location pages for the areas you serve. These are simple web pages, usually formatted as yourwebsite.com/location, i.e. torontobikes.com/eastyork.

 

These pages should contain a bit of information about the region you’re targeting: mention some landmarks, festivals the area holds, and the like. Then, describe why your products/services are best-suited to the people living in the area, and the ways in which you serve the area.

 

Think about SILs

 

Service-in-locations (SILs) are some of the best keywords to brainstorm when you’re targeting a specific region within Toronto. We’ve already seen an example of an SIL: bikes for sale (the service) in Etobicoke (the location).

   

Thinking of key phrases that follow this format can be incredibly useful, because they’ll also catch service-near-me queries. Continuing with our Etobicoke bike shop example, a person in Etobicoke who searched “bikes for sale near me” is effectively searching for “bike for sale in Etobicoke”. “Near me” searches are a key factor in any bid for successful local SEO.

 

Your name, address, and phone number are more important than you think

 

You might be shaking your head at this one: of course your name, address, and phone number (NAP) are important!

   

What you might not know, however, is how important they are to SEO. NAP citations are what we call any online reference to your NAP – and believe me, they can be messy. People change phone numbers. Business names can vary from “Toronto Bike Shop” to “Toronto Bike Shop, Inc” to “Toronto Bike Shop and Biking Supplies Incorporated” – all for the same business.

   

Follow our guide to finding incorrect citations and building more citations. Basically, the more correct NAP citations you have on the web, the more search engines will like you – and the more incorrect citations you have, the more they’ll suspect you aren’t a legitimate business.

   

Mapping Your Website

 

In many ways, digital infrastructure resembles physical infrastructure. You have a central location – your home page – and from that central location, there are a number of paths (links) that lead to other locations, from which there are even more paths.

   

Taking the time to map out your website can help Torontonians get to the pages they want to see faster. As an added bonus, it also helps search engines crawl and index your website, which in turn, can give a serious boost to your rankings.

 

A shallow site structure

 

Start by doing an overview of how your whole site is linked together. For most websites, every page should be no more than 3 clicks from the home page.

   

You can accomplish this seemingly lofty goal by employing a shallow site structure. From a mathematical standpoint, imagine you have 10 links to various categories from your home page. Each of those categories has another 10 links, and each subcategory contains another 10 links.

   

That’s 1,000 pages in three clicks, using only 10 links per page.

   

It’s unlikely that your site will have precisely that structure, but it gives you a good idea of what an idealized site structure looks like – try to keep everything within that 3 click rule.

 

Links, links, links

 

Every single publicly facing page on your website – that is, any page you want search engines to crawl (more on that later) should link to another page on your website. This isn’t counting navbar links – every page should have a link to another page independent of the navbar.

   

There are a couple of reasons for this. First, when you create content that people find through a search engine, you want them following that page back to your home page – links act as both a sales funnel and as signals to search engines.

   

When people interact with and stay on your website, search engines know that the page the searcher went to was relevant to their query. What’s more, search engines use bots to “crawl” web pages, following links to other pages. A strong internal linking scheme leads bots to uncover more pages on your site.

 

Mind your URLs

 

Here in Winnipeg, we have a street: Route 62. No one calls it Route 62, mind you – the street changes names 8 times as you go along it. As you can imagine, it’s a bit of a navigational nightmare – many of our streets are like this. Imagine if Yonge Street changed names 8 times – it’s not fun.

   

Why the anecdote? To illustrate a point, of course: your URLs should be descriptive of the page they’re on (and you shouldn’t change your URL’s name several times; more on that later). A page about the 10 best Canadian mountain bikes shouldn’t be found at torontobikes.com/U?lrTT1mZ0QlApRrJn, it should be found at torontobikes.com/best-canadian-mountain-bikes.

 

Subfolders, not subdomains

 

This one is simple: you can structure your site like this:

 

blog.torontobikes.com

   

Or like this:

   

torontobikes.com/blog/

   

Use the second format – that is, use subfolders instead of subdomains. Trust us, it just makes everything easier for SEO.

 

Submit an XML sitemap

 

XML sitemaps are basically a directory of links that search engines can follow in order to crawl your website. You’ll need some tools (which we’ll describe at greater length in the Technical section): Google Search Console (GSC) and something like Screaming Frog.

   

Screaming Frog (or a similar tool) will allow you to create the XML sitemap – from there, you simply submit it to GSC. XML sitemaps shouldn’t include pages that you don’t want Google to crawl, including canonicalized and 301’d pages – we’ll cover all of this in the Technical section, but to talk about mapping without mentioning XML sitemaps just felt incomplete.

 

Think like Hansel and Gretel

 

While their use of breadcrumbs was…ill-fated, you can use them to a much better effect.

   

Breadcrumb navigation is something you’ve probably seen before on large e-commerce websites; it looks something like this:

   

Homepage > Bikes > Mountain Bikes > Children’s Mountain Bikes

   

It’s great for retailers with a lot of different stock sorted into categories, because it allows users to know, at a glance, where they are and how they got there. Not every site is going to benefit from breadcrumb navigation, but if you think users are going to do a lot of clicking through categories, it’s a great bet. Simple to implement, too.

   

Content Creation

 

We said it before: content creation is the never-ending process that will allow you to rank for the keywords you’re targeting. This section is going to help you generate content that’s relevant to Torontonians – you’ll get some great ideas about where to work in the SIL keywords we discussed targeting.

 

Unique and valuable

 

For some time, the SEO game was a very sordid affair – people copying content, spamming links behind black backgrounds, and other shady tactics.

   

Those days are long gone, and search engines are very good at discerning whether content meets their criteria: it must be unique (not copied or nearly copied) and valuable (users have to care about it).

   

Every page on your website needs to meet these two basic criteria. We’ll also address pages that aren’t written about in the Technical section; sometimes you need non-unique pages, or pages that aren’t valuable to search engine users. For the rest of this content section, however, we’ll give you tips on how to make content that’s unique and valuable.

 

Update old content

 

While your focus should primarily be on creating new content, it can be useful to go through old content to update it. Search engines care that you’re updating your website, and even updates to old content are better than nothing. What’s more, users are more likely to stay on your page if the information is accurate – go through content in batches on a scheduled basis (once a month can be good), and update as necessary.

   

At times, content will be so outdated that you’ll want to replace it with new content. We’ll give you tips on how to do this effectively to boost your SEO in the Technical section.

 

Answer questions

 

Every query made on a search engine has an intention behind it: users want to find answers, whether that answer be where something is located to what the best mountain bikes for kids are.

   

You should craft content that answers these questions. You should keep your answers (and your content in general) industry and location-specific – in other words, try to answer questions that Torontonians are asking about your business.

   

For our bike shop, we might imagine questions like “Which bikes are best for winter riding” or “What are the best biking trails in Toronto”. By answering these questions, we’re providing both unique and valuable content – assuming you haven’t answered the question already! Even if your competitors have already answered the question, you can keep your content unique and valuable by providing a better answer.

 

The medium is the message

 

Search engines don’t only try to discern what users want to know – they figure out how users want to know it. In other words, Google will try to determine if images, videos, text posts, or something else entirely is the best way to answer a user’s query.

   

Fighting against this system can be pretty tough, so unless you’re certain you have some absolutely knock-their-socks-off content on your hands, you should try to match the format of the content to that of the top results. Making a piece of content called “how to fix your bike” and finding that YouTube videos pop up when you search for that query? Make a video.

   

Keep in mind, you can always embed videos, infographics, and other content into your blog posts – sometimes, that’s the best way of going about things. Just be sure to caption your videos (it’s easier for search engines to understand text).

 

Headlines are very important

 

Your headline may be the most important part of any content you’ll make. The headline, meta title, and URL are often the same – the meta title is what’s displayed (most of the time) in search engines and on social media.

   

That means the headline is the first thing a user sees – it’s the start of your elevator pitch, your first chance to grab someone’s attention. You’ve got to entice people and inform them at the same time – it’s tricky, but well worth the effort. Try Coschedule’s headline analyzer if you want metrics to help you improve your headlines.

 

Incorporate images

 

There are two big advantages to using images. The first is pretty obvious – aesthetics. Images can break up content, encourage people to continue reading, and just plain look nice.

   

Images can also be optimized for SEO; using alt tags on your images creates a better user experience (for both visually impaired users and scenarios where the image didn’t load properly). Alt tags also allow search engines to more readily understand what your image is.

 

Write naturally

 

Every page needs to be unique – fortunately, you have a unique perspective. Write about the things you’re passionate about. Do independent research. Don’t try keyword stuffing or any similar tactics.

   

You’re from Toronto, and your content is likely to attract Torontonians. Feel free to call the Danforth Greektown or refer to Roncesville as Roncy – whatever works for you. Write conversationally.

 

Stay plugged in

 

To make the best content, you need to know what people are interested in learning about – and people’s interests change quickly. That means you need to be doing keyword research constantly, but it also means you need to stay up to date on what’s happening in Toronto. This can be as simple as following Toronto influencers on Twitter and Instagram, checking blogTO regularly, and tuning into cable news.

 

Ask the audience

 

Simple, but effective: ask your customers and other stakeholders what kinds of content they’d like to see. You can ask them in-person, conduct surveys, or include an email link for content ideas at the end of every piece you run.

 

Keep up with the competition

 

Your competitors are probably doing a lot of the same research you are – they might stumble across ideas that you hadn’t considered. You should follow all of the content your competition is creating – then make something better.

   

Getting Clicks

 

Creating all of this content is wonderful, but it’s not going to be very useful if nobody sees it. Once you have high-quality content, the next step is getting clicks: from there, search engines will recognize that people both want to click on your content and that they want to stay on your page once they’ve reached it. These are very positive signals for SEO.

 

Make the best content

 

Simple, but challenging: you need to have content that’s better than what your competitors are offering. When two websites host content answering the same query, the best content is usually what’s going to come out on top. Crafting good content takes a lot of effort, and if you don’t do a good job, you won’t reap any benefits.

 

Respect authority

 

Authority is incredibly important in SEO. It works a little bit like an academic paper getting cited – the more citations a paper gets, the more likely it is to be a noteworthy, well-researched piece.

   

In the same vein, if your content is getting links from highly respected websites, that’s a signal to search engines that the content you’re creating is worth seeing. You can check a website’s authority using Ahrefs’ Authority Checker. blogTO is an excellent example of a high authority website. Papers like The Star are the holy grail for links: hard to get, but very powerful.

   

There are two types of authority sites you should be targeting – local sites, and sites that are relevant to your industry. Optimally, you’ll target a site with high authority that meets both criteria.

 

Put yourself out there

 

Once you’ve determined which sites you’d like to get links from, let them know about your content! Find pieces you’ve created that are relevant to the content those websites put out, and send them an email saying “Hey, I’ve got this great piece I think your users would appreciate, feel free to link to it!”. The process can be as simple as that.

 

Guest post

 

Unfortunately, while the process can be as simple as that, it rarely is. More often than not, websites are going to want a bit of tit-for-tat to link to your content – one way you can manage this is by creating guest posts.

   

With guest posting, you’ll approach an authority website and say “Hey, I’m a business owner in Toronto, and an expert in X field. I’d like to write a post for you.”. In that post, you can link relevant content you’ve created (don’t overdo it, though), and link to your home page in your bio.

 

Use the skyscraper technique

 

Credit to Brian Dean of Backlinko for this technique: the skyscraper. Here’s the idea: you find a piece of content with a lot of links pointing to it, build a better version of that same content, and contact the people linking to the original piece, letting them know that you’ve created a better version.

   

This technique takes a lot of research, and you’ve got to be certain you can create a superior piece of content or you’ll be wasting your time. When used correctly, however, you can get a lot of traffic to your page.

 

Create mailing lists

 

There’s a reason mailing lists are so popular: you can advertise your products to Torontonians and include links to content you’ve created, encouraging people to view your pages. You need to be mindful of Canada’s Anti-Spam Legislation – it’s important that you’re certain you have consent before signing someone up for a mailing list.

   

You can go about this at checkout (a check box to opt into email updates), and you can even put your most valuable content behind a soft wall – opt into email updates, get a PDF chock-full of useful information.

 

Be active on social media

 

Your website is important, but in this day and age, it’s not enough – you need a web presence. Be active on Facebook, Instagram, Linkedin – whatever is appropriate for your business. You should post regularly (avoid being spammy, though) – at least once a day is good.

   

In your posts, you can include links to your content – if you’ve got a decent following, this is a pretty simple way of generating free clicks.

 

Join local groups

 

You should join Toronto groups on Facebook – from business-oriented groups, like Toronto Small Business Owners, to demographic-based groups, like Toronto Mommies and Black Toronto.

   

It’s important to respect these groups – only join groups that make sense for you to join, and don’t join with the intention of spamming. Be helpful, be kind, and try to keep your posts in line with the 90/10 rule – 90% content that isn’t about you, 10% your own content.

   

If you find there aren’t a lot of local groups that suit your business niche, consider creating your own!

 

Consider online advertising

 

Trying to get an influx of clicks to your website in a short amount of time? You might try PPC advertising through providers like Facebook and Google. While PPC is most often used to generate clicks for products, you can certainly use it to boost content that you think is valuable. Sometimes, content doesn’t get noticed, and the extra push PPC provides can bring it over the edge and start getting you organic links.

 

Optimize your GMB

 

We have a whole guide to optimizing your GMB – here’s a brief synopsis.

   

Choose the category that’s most relevant to your business (for our bike shop, bicycle store is a good bet)

 

Take nice pictures! Have a business by the Waterfront or another good-looking area? Take some scenic outdoor shots.

 

Answer questions in the Q&A; reply to every review

 

Use GMB posts every week

   

The Technical Stuff

 

From here on out, the tips we’re offering are going to be less Toronto-specific, but they’re still essential to your SEO efforts – without the technical stuff, all the effort you put into Toronto-centric content might not get seen.

 

Use tools

 

At the top of this article, we talked about GSC and Screaming Frog. There are other tools available like SpyFu, SEMRush, and Moz Pro. Familiarize yourself with what all of these tools do, and consider purchasing them to up your SEO game. For the rest of this technical section, we’ll stick with GSC and Screaming Frog, two of the tools we use the most often.

 

Get an SSL (or TLS) certificate

 

Without going too deep into the weeds, SSL or TLS certificates allow you to secure your pages. You’ve probably seen https: before – the “s” literally means secure. Basically, with the appropriate certificate, your pages can be encrypted in a manner that makes them much more secure for the end-user. Search engines have been caring a lot about https recently – if your pages aren’t secured, and you don’t have a certificate, use Let’s Encrypt to get started. It’s free.

   

Robots

 

You may encounter pages that you don’t want search engines to index – indexed pages can be displayed in search results. Pages you may not want indexed include:

   

Search results on your website

 

Media files

 

Resource files

 

Login pages

   

You can use a robots.txt file to stop sites from crawling your webpage – they may, however, still be indexed if another link points to the page. For those pages, you’ll want to use meta robots and noindex. For a more in-depth look at robots, check out our Technical SEO guide.

 

Use 301 redirects

 

Imagine our bike shop created a guide to the top 10 bike paths in Toronto back in 2010, and that, since then, new, better bike paths have been created. We want to update that article and move it to a new URL, but we don’t want to lose the authority and link-juice it has.

   

We can create a new article, then perform a 301 redirect – any links to the old article will automatically be redirected to the new article. This can also be useful if you have a number of articles (best bike paths in Scarborough, best bike paths in North York, etc.) that you want to consolidate. You can 301 all of those pages to a new aggregate page that includes the combined information. It preserves existing links while offering better content to users.

 

Canonicalize nearly identical pages

 

Imagine we’re selling a mountain bike that comes in five different colours. While each of those bikes might need its own URL, we don’t want every one of those URLs showing up in Google – search engines might not see the pages as unique (which can net you penalties).

   

Here, you can employ the canonical tag to let search engines know which page is the original (that’s the page that will be offered in search results). Pages can also be self-canonicalized (they point to themselves) – it’s best practice to self-canonicalize your home page.

 

Eliminate useless pages

 

You may find that you have pages that:

 

Don’t work well with robots.txt or meta robots

 

Shouldn’t be canonicalized

 

Shouldn’t be 301’d

 

Aren’t unique and/or valuable

   

Delete these pages. They aren’t helping you or your clients.

 

Reduce page content

 

We’ve mentioned that you should have an image and text on every piece of content you create. That’s well and good, but filling your pages full of high-resolution images (among other things) can seriously increase loading times.

   

Google recently unveiled Core Web Vitals; one of the most important things is LCP, a factor that checks loading times on a page. The best way to reduce loading times is to simply eliminate unnecessary content from the page – less data to load means faster loading.

 

Minify code

 

Code is often written with lots of spaces, comments, and the like, in order to make life easier for coders. What a lot of people don’t realize is that doing this can actually mess with loading speeds. Use minify or a similar tool to minify your code, making it easier for computers to read.

 

Don’t use Javascript if you don’t have to

 

In some ways, the Internet runs on Javascript – most successful websites employ it in some capacity. Whenever you don’t need to use Javascript, however, you should opt not to. Google can render Javascript, but it takes them a lot of time to do so – it can lead to your pages not being indexed as quickly, and other problems. What’s more, Javascript is render-blocking, meaning that it can be a loading time killer when it’s not properly used.

   

You can use Javascript – just use it sparingly.

 

Let your pages be a bit lazy

 

You’ve probably seen lazy-loading before – when content is lazy-loaded, it only starts loading when the user actually needs it, instead of as soon as they try to load the page. It’s commonly seen when scrolling through blogs – images will only load when users scroll to where the image is located.

   

Doing this can substantially lower initial loading times – it can be used on videos, images, and even Javascript.

 

Keep image SEO in mind

 

You’ve got a beautiful 3 gigabyte ultra-high resolution photo of your staff in front of the ROM, and you want to post it on your website. 3 GB is obviously way too big – I picked that ridiculous size to illustrate a point.

   

Images should be optimized for size, shape, responsiveness, and more – if you need to reduce the quality of your image in order to reduce the file size, it may be worth it. Yoast has a handy guide to image SEO that covers everything you need to do.

   

Kill pop-ups

 

Do you like pop-ups? Me neither.

   

As it so happens, Google doesn’t like pop-ups either (they call them “intrusive interstitials”). They’re particularly heinous on mobile, where clicking the X can be particularly difficult. For this reason, you should avoid pop-ups unless they’re related to core functionality – things like pop-ups about cookies or age verification.

   

Obviously, some sites will want to use pop-ups on occasion nonetheless – if that sounds like you, make them as unobtrusive as possible.

   

Reputation Management

 

How many times your business has been reviewed, the diversity of reviews you get, and how often you get reviewed: all of these things can influence SEO. As you can imagine, having several positive reviews also encourages people to visit your website, especially if you’re showing up in 3-Packs. Reputation management is all about getting (and keeping) good reviews.

 

Encourage people to review you

 

Quantity is one of the most important review-related SEO metrics – so you want to encourage people to review you as often as possible. You can do this by asking people to review you – in conversation, via email, via text, any way you can. Remember, people don’t need to be prompted to leave a bad review, but perfectly satisfied customers will often need a prompt to leave a good review.

 

Respond to reviews

 

Whether reviews are positive or negative, you should respond to them. Positive reviews can be met with a simple “Thanks, glad you enjoyed it”, while negative reviews should be addressed offline. Leave a comment apologizing for their negative experience – let the reviewer know you’ll be in contact with them (and/or how to contact you). Then, address their grievances – this strategy can turn 1-star reviews into 5-star reviews.

 

Check reviews on multiple platforms

 

While most of our work is focused on GMB, you can get a lot of clicks from Facebook, Yelp, and other platforms, and those clicks can help your SEO efforts. Be sure to check for reviews of your business on a regular basis across multiple platforms – sign up for email updates from these platforms, and do routine searches for reviews of your business.

 

Get testimonials

 

Testimonials are kind of like super reviews – you can get a lot of content from them, too. You might ask your best clients for a video testimonial, you might include quotes from a testimonial in your ad copy or on your home page – they’re quite versatile. What’s more, people like testimonials; they give potential clients a sense of what makes your business unique, and why other Torontonians like you.

 

Use reputation management software

 

Review management software can do a lot for you. Some features you might find include:

 

Automated text and email requests for reviews

 

Automated posting of good reviews – automatically notifying customer service in the case of a bad review

 

Social listening and online reputation tracking

   

We offer a reputation management system with a free trial, so if you’re looking for something I’d recommend – well, I might be biased, but give ours a try, it really is excellent!

   

Phew – that was a lot of information, and I hope you found it as interesting to read as I found it to write. As you can see, there’s a lot that goes into SEO.

   

What you might not realize is this all just the absolute tip of the iceberg – a short summary of the basics, if you will. SEO Toronto businesses can use to really boost their rank will take a lot of effort – sometimes a full restructuring of the website. That said, by following the tips we’ve laid out here to the letter, you’ll be doing more for SEO than most Toronto businesses.

   

Your only competition will be businesses that are also following all of these tips – or who have opted to hire their own Toronto SEO agency. Consider First Rank – if we can give you all of these Toronto-centered SEO tips for free, imagine what we can do as partners with you.

 

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

 

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2017 marks the 8th year we’ve published a list featuring “women who rock” in the digital marketing space. I started the list in 2010 with social media specifically and after 5 years handed the reins over to Ashley Zeckman for a few years when the focus has broadened to digital marketing.

 

In the past I would ask each years’ honorees to nominate someone for the following year and so on. Following that we started ranking the huge list of women in marketing that we had compiled over the years using Traackr’s influencer marketing software.

 

In 2017 I’m making another change: to ask influential men in the marketing industry to nominate women who are leading in the marketing world. I thought this was a timely and relevant way to help male leaders in our industry shine a light on their female counterparts, peers, superiors or subordinates.

 

The response from those who have shared nominations including multiple from Seth Godin has been great. I can’t thank the CEOs, VPs and Entrepreneurs enough who took time during the holidays to share nominees and their reasons why.

 

Interestingly, less than a third of the men I reached out to replied at all. In previous years when I have reached out to women, more than 75% would respond. I don’t know whether the holidays affected responses, but I didn’t get many “out of office” emails, so maybe it was something else.

 

Of greater importance is that this is a topic of interest to me and based on the response over the past 7 years, it is definitely of interest to our community. Below you’ll find a combination of familiar names and some that will likely be new. That’s what makes lists like this special – to find new talent, smarts and engagement amongst people you might not otherwise learn about.

 

A few notes: this list is not sorted in any particular order and along with the name of the nominee and credentials, I’ve included the name of the person nominating them and why. Enjoy!

 

Bernadette Jiwa @bernadettejiwa is Author of Thestoryoftelling.com

 

Bernadette was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.

“Bernadette has written one bestseller after another, highlighting the real work of marketing. It’s not about manipulating clicks, it’s about doing work that matters.”

 

Porter Gale @portergale is SVP of Partnerships at Globality Inc

 

Porter was nominated by Brian Solis @briansolis – Principal Analyst at Altimeter, a Prophet co.

“I first met Porter when she was CMO of Virgin America. But we didn’t meet because of her role, we met because she was looking to expand her horizons to help her brand but more importantly, her mind, explore new possibilities on the horizon. To this day, she inspires me with her humility and her drive to learn what’s next and apply it in places that are out of the proverbial “CMO” spotlight. She works with startups and big brands alike, but always with the same hunger and desire to help. To this day, she inspires me.”

 

Nancy Duarte @nancyduarte is Principal at Duarte, Inc.

 

Nancy was nominated by Brian Halligan @bhalligan – CEO at HubSpot.

“Nancy has made true science out of how to convince people through the presentation format. I first found her by Googling who did the slides for Al Gore’s Inconvenient Truth a decade ago and frequently refer back to her work when building any important presentation.”

 

Aria Finger @AriaIrene is CEO at DoSomething.org

 

Aria was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.

“Aria runs the largest teen charity in the world exclusively via digital marketing. And they probably send more texts every day than any other organization I can think of. And she’s an extraordinary human, too.”

 

Carla Johnson @CarlaJohnson is Chief Experience Officer at Type A Communications

 

Carl was nominated by Michael Brenner @BrennerMichael – CEO at Marketing Insider Group.

“Carla in one of the brightest minds in B2B and always brings a strategic and creative approach to solving her clients’ top challenges. When she’s on the stage delivering her awesome keynotes, Carla delights audiences with surprising insights and candor. An amazing storyteller, Carla has co-authored or authored 7 books, the most recent is the must-read “Experiences, the 7th Era of Marketing” co-authored by Robert Rose. Carla is also an amazing, fun, friendly and super-smart person so if you ever get the chance to meet her, just walk right up and say hello.”

 

Virginia Miracle @VirginiaMiracle is Chief Customer Officer at Spredfast

 

Virginia was nominated by John Bell @jbell99 – VP Enterprise Digital Marketing at Travelers.

“Virginia brings a business rigor to marketing and a lifelong commitment to nurturing talent. She can quickly see through to marketing-that-matters, marketing that produces a result. At the same time, she is a magnet for smart people whom she has an innate ability to help develop. She is an empowering leader not a controlling one and that has helped so many top marketers – men and women become smarter, better, and terrific to work with.”

 

Ann Handley @marketingprofs is Chief Content Officer at MarketingProfs.

 

Ann was nominated by Lee Odden @leeodden – CEO at TopRank Marketing.

“Ann brings humor, intelligence and the power to see right through marketing mediocrity to her ongoing content marketing party. Her advice, whether from the stage, one of her best selling books or our one on one discussions is always useful, clever and from the heart.”

 

Brooks Bell @brooksbell is CEO at Brooks Bell

 

Brooks was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.

“The doyenne of landing pages. Her firm now has more than fifty people who are helping the biggest companies in the world optimize their landing pages. Built from scratch, by hand.”

 

Liz Smith is Head of Marketing and Partnerships at Adestra

 

Liz was nominated by Matt McGowan @matt_mcgowan – President at Adestra.

“Liz brings professionalism, humor, and extremely relevant and thorough guidance to the marketing organization within Adestra. Her understanding of consumer behavior coupled with the nuances that exist within the connected martech landscapes across Europe, North America, and APAC has helped drive success in each of these regions. She is well respected by all that work with her, moreover, she is a strong communicator, and nothing but a pleasure to work with. I am honored to be able to call her a friend and colleague.”

 

Maryna Hradovich @realMarynah is Vice President – Strategic Growth and Development at SEMrush

 

Maryna was nominated by Larry Kim @larrykim – CEO at Mobile Monkey.

“Maryna and SEMRush are building truly fantastic SEO products and doing a good job at marketing them, too. These products are helping millions of SEOs every day, including myself.”

 

Nicole Walters @NapturalNicole is Founder at Monetize Thyself

 

Nicole was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.

“Nicole is funny, fast and smart. She’s exfoliated, honest and connected to an ever-increasing tribe of soloists, digital marketers and people intent on making a ruckus. Did I mention that she’s smart and funny?”

 

Molly Pittman is Vice President Marketing at DigitalMarketer

 

Molly was nominated by Mike Stelzner @Mike_Stelzner – CEO at Social Media Examiner.

“She is one of the leading experts in Facebook Messenger and bots. What I love about her is how she quickly understands and distills complex topics into actionable techniques that marketers can follow.”

 

Heidi Bullock @HeidiBullock is CMO at Engagio

 

Heidi was nominated by Jon Miller @jonmiller – CEO at Engagio.

“Heidi has a unique skill set that makes her one of the most diverse marketers in B2B marketing. She perfectly blends creativity and innovation with a data-driven approach and an awesome, positive attitude. Her expertise in Account Based Marketing as well as traditional demand gen tactics are critical to our success; it’s the reason I knew I wanted her to lead my marketing organization.”

 

Alicianne Rand @aliciannerand is Executive Director, Global Content Marketing at Estée Lauder Companies

 

Alicianne was nominated by Shafqat Islam @shafqatislam – CEO at NewsCred.

“Alicianne may be the best content marketing practitioner in the industry. She’s been in the trenches and done it, both at a high growth startup and a large enterprise. At NewsCred, 40% of our revenue was directly generated by her marketing team. At ELC, she ties content directly to online sales, not easy to do at a large company. Best of all, she is fearless, brilliant and an entrepreneur.”

 

Sonia Simone @soniasimone is Chief Content Officer at Copyblogger

 

Sonia was nominated by Brian Clark @brianclark – Founder and CEO at Rainmaker Digital.

“Sonia is not only one of the strongest female writers in the content marketing space, she’s one of the best writers period. Her unique mix of expertise, sass, and empathy clearly demonstrate how a distinctive voice can lead to content that resonates with the right people.”

 

Tina Eisenberg @swissmiss is Founder at Creative Mornings

 

Tina was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.

“Tina makes online marketing breathe by taking it offline. Creative Mornings connects hundreds of thousands of people into a network that makes a difference happen, and she does it with flair and selflessness.”

 

Kerry Gorgone @KerryGorgone is Director of Product Strategy, Training at MarketingProfs

 

Kerry was nominated by Chris Brogan @chrisbrogan – CEO at Owner Media Group.

“Kerry delivers a lot of important underpinning work about legal and other structural issues. Plus her Marketing Profs podcast is informative and actually well researched.”

 

Monica Norton @monicalnorton is Senior Director of Content Marketing at ZenDesk

 

Monica was nominated by Pawan Deshpande @TweetsFromPawan – CEO at Curata.

“Monica was a finalist for CMI’s Content Marketer of the Year. Monica created Relate, a brand media entity for Zendesk that barely mentions their product that is across a variety of content formats — articles, podcasts, print magazine, and in-person event. Relate’s website has in over 40,000 monthly visitors, an email database of 10,000, and hosts in-person events that attract 2,000 attendees. with 68% of the audience not being in their database previously.”

 

Britney Muller @BritneyMuller is Senior SEO Scientist at Moz

 

Britney was nominated by Michael King @iPullRank – Managing Director at iPullRank.

“Britney has incredible technical marketing skills, is a great speaker and someone I continue to learn from.”

 

Aimee Falk is Customer Experience and Content Leader at 3M Safety & Graphics Business Group

 

Aimee was nominated by Carlos Abler @Carlos_Abler – Leader – Content Marketing and Strategy, Global eTransformation at 3M.

“Aimee embodies the rarest combination of vision, perseverance, excellence, adaptability, and generosity. Over the years I have watched her not only tirelessly innovate in the application of modern marketing strategies and techniques that add real value for the customer while driving quantifiable business results, but I have seen her generously work to lift up the practice of others. She has set an example of the future of marketing practice at 3M, and has the rhinoceros hide skin required to endure walk through the blazing headwinds of culture change to see her strategies through, and pave the way for future talent. I have seen her not only win internal awards, but mentor others to also be award winners. The world would be a much better place, with more Aimee Falks in it. It has been an honor to work by her side and count her as a friend.”

 

Michelle Robbins @MichelleRobbins is SVP Content & Marketing Technology at Third Door Media

 

Michelle was nominated by Dennis Goedegebuure @TheNextCorner – VP Growth & SEO at Fanatics.

“Michelle brings years of experience in the search industry, shares this knowledge through multiple channels and inspires through constant learning new aspects of Marketing. Most importantly, she is the most wonderful person on the planet!”

 

Sophie Howard is CEO at Aspiring Entrepreneurs

 

Sophie was nominated by Jeff Bullas @jeffbullas – CEO at Jeff Bullas.

“Sophie is founder of several Amazon businesses. In 2017 she sold one of them for 7 figures after starting it just 14 months earlier. Now she teaches other aspiring entrepreneurs how to do it all without storing goods or even going near a post office. Today Sophie also runs a community to inspire aspiring entrepreneurs how to sell physical products online at “Product University”. She does all this while raising 2 young children in one of the beautiful corners of the world in Wanaka on the South Island of New Zealand. ”

 

Nancy Lublin @nancylublin is CEO at CrisisTextline.org

 

Nancy was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.

“Nancy used to run DoSomething, but once Nancy saw the power of interacting via SMS she left to set up CTL, which saves the lives of hundreds or thousands of teenagers every year. Via text! That’s what marketing looks like when you do it with heart. And Nancy does everything with heart.”

 

Margaret Molloy @MargaretMolloy Global CMO at Siegel+Gale

 

Margaret was nominated by Sean Callahan @sean_f_callahan – Senior Manager, Content Marketing at LinkedIn.

“In her role at Siegel+Gale, Molloy has a platform to influence marketers in the U.S., in her native Ireland, and across the globe. One of her key messages, which is a useful one in today’s constantly transforming world, is that marketers must simplify their brand messages and customer experiences. For her insights and her results, The Drum recently recognized her as B2B Marketer of the Year. You’ll get absolutely no argument from me.”

 

Aleyda Solis @aleyda is International SEO & Founder at Orainti

 

Aleyda was nominated by Dennis Goedegebuure @TheNextCorner – VP Growth & SEO at Fanatics.

“Aleyda flies the world to share knowledge, work with global clients and post the most awesome travel pictures of her adventures. Sometimes I refer to her as the hardest working woman in search, although there are so many other women who would fit that title.”

 

If you would like to see the previous lists of women who rock social and digital marketing that we’ve been publishing since 2010, here’s a list:

 

2010 – 25 Women That Rock Social Media

 

2011 – 25 Women Who Rock Social Media

 

2012 – 25 Women Who Rock Social Media

 

2013 – 25 Women That Rocked Social Media

 

2014 – 25 Women Who Rock Social Media

 

2015 – 50 Influential Women in Digital Marketing

 

2016 – 50 Influential Women in Digital Marketing: North Stars & Rising Stars

 

This year’s list is really just a sample, so for the men reading this post that would like to shine a light on a top digital marketing leader that also happens to be a woman, please share their name, title, company and why in the comments.

 

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© Online Marketing Blog - TopRank®, 2017. | 25 Women Who Rock Digital Marketing – Nominated by Men | www.toprankblog.com

 

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SEMRUSH is a useful tool for Internet marketers to find Keyword from any Website and understand how your competitor is getting traffic. See complete review here: www.shoutmeloud.com/semrush-review-search-engine-marketin...

SEMRUSH is a useful tool for Internet marketers to find Keyword from any Website and understand how your competitor is getting traffic. See complete review here: www.shoutmeloud.com/semrush-review-search-engine-marketin...

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While content marketing can evoke various meanings, depending on the context, it is defined as gently marketing products and services with content shared through blog posts, videos, social media and more.

 

Since there are an increasing number of online publishers, the competition is fierce in terms of attracting consumers’ short attention spans. In addition, publishers are driving innovation as they seek fresh methods for bringing in their target audiences.

 

As a result, it is critical for publishers to have a deep understanding of where the industry is moving and why. The objective is to monitor your competition and the industry. If you don’t know where or how the content marketing industry is moving, you won’t grasp how and when to change your own content marketing strategy.

 

To get you started in the right direction, we have curated 30 marketing stats to help guide your new strategy and to use when presenting a case to CFOs, CMOs and CEOs for an updated budget. Continue reading to learn more.

 

72 percent of B2B marketers measure their ROI. (Source: Content Marketing Institute)

 

While content marketers want to understand their ROI, many don’t have the right tools to accurately do so. In fact, 52% of B2B content marketers find ROI measurements one of their biggest challenges. This eMarketer study shows that 6 out 10 small businesses can’t track ROI from their social media efforts.

 

Yet, accurate measurement leads to successful content marketing. You also want to gain an understanding of the proper keyword density for SEO.

 

Nonetheless, many businesses don’t even have basic analytics tools. Here are a few thoughts from experts on the topic:

 

“Exposure and engagement is key when it comes to measuring content marketing ROI. Simply publishing a blog post isn’t enough of a success. You have to go deeper and pay attention to things like social share metrics, engagement metrics, and actual conversions that can be tied to the content you’re producing.” — Colin Mathews, Co-founder, Content Marketer

 

“Metrics never tell the whole story, which is why we ask every new blog subscriber and customer how they found us. The data is anecdotal but it gives us a deeper understanding of the customer journey. Two customers rarely follow identical paths so it’s always worth asking.” — Jimmy Daly, Head of Content, Vero

 

Basic analytics tools include:

 

Google Analytics

 

SEMrush

 

A/B testing on your calls-to-action (CTAs)

 

BuzzSum

 

In 2016, 75 percent of businesses increased their content marketing budget. (Source: Curata)

 

Content marketing is a universal tactic, with a wide variety of platforms, for offering relevant outreach to target audiences. Of course, you can’t appeal to your C-suite executives without a documented strategy or statistics to support your request for a budget increase.

 

Since 2009, marketing budgets have either remained consistent or have gone up relative to previous years. Educational content can be expensive, but brands must continue to act as data portals to keep their customers informed and to become trusted advisors.

 

With leads, long-form posts are 9X more effective than short-form posts. (Source: com)

 

These are articles longer than 2,000 words. Since long-form posts are more in-depth, the target reader perceives them as more valuable and worth their time.

 

In addition, search engines worship long-form content–pieces with over 20,000 keywords. Moreover, if you can hold a reader’s attention for more than three minutes, then you have a higher chance of that visitor returning to your website. The last thing you want is to get devalued by Google.

 

People spend an average of 37 seconds reading an article. (Source: com)

 

The consumer attention span is getting increasingly shorter. So, content needs to be easily digestible and relevant to the target persona. Structuring should include italics, bolding and bullet points to highlight the most important sections.

 

Remember, you’re dealing with attention spans shorter than even a goldfish.

 

This is mainly due to the trend towards mobile content viewing. Consumers grab their smartphones to look something up, buy products and more–then, the ease and convenience starts to become a priority.

 

Still, it’s not impossible to achieve content marketing success under these types of conditions. The trick is to instantly provide relevance and capture the attention of your target audience–give them what they want immediately.

 

60 percent of marketers publish one piece of content per day. (Source: eMarketer)

 

To increase customer satisfaction, and loyalty, online publishers must be consistent–always. McKinsey & Company states it succinctly:

 

“the 3 Cs of customer satisfaction” are “consistency, consistency, and consistency.”

 

To reap the rewards, you must put in the effort. The leads will start to pour in, but only if you are consistent.

 

Content marketing offers three times the leads of traditional marketing, while costing around 62 percent less. (Source: Content Marketing Institute)

 

Putting more resources and effort into content marketing will increase leads while also decreasing costs. Audiences are gravitating away from celebrity endorsements and aggressive sales tactics. Instead, the modern consumer wants more transparency and friendlier branding tactics.

 

In a consumer-led market, audiences know they can easily click away from an ad. So, content marketing was created to focus on the intended reader

 

58 percent of marketers agree that “original written content” is more effective than visuals and videos. (Source: Social Media Examiner)

   

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Even with an increased focus on visuals, most marketers have found original written content to product the best results. This is great news because if you don’t have time to create media, you can still generate traffic with original content.

 

And, flashy visuals can be expensive. So, just continue creating relevant and original content, and the traffic will come.

 

72 percent of marketers view branded content as producing a better ROI over magazine advertisements. (Source: Luma Partners, LLC)

 

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With fewer consumers reading traditional magazines and newspapers, more focus is being placed on web content. While branded content is not a new concept, it is certainly trending. Customers enjoy the informative and interactive aspect.

 

Branded content puts people first and the product second. Not to mention, branded content is shareable, which equates to the potential for more traffic.

 

64 percent of B2B marketers outsource their writing. (Source: TopRankBlog)

 

To reach the next level of content marketing productivity, help is required in the form of skilled and proficient writers. If you plan to reach thousands of readers, or more, you should not try to write the content all by yourself.

 

Since you already understand that consistent, original and relevant content increases traffic, then you can easily double that just by hiring several skilled writers.

 

There is no reason to try to spend 16 hours a day writing when you can focus on other aspects of your content marketing strategy. Let your writers handle this facet of it for you.

 

63 percent of marketers create content by buyer persona. (Source: Hubspot)

 

It is imperative to write with your buyer persona in mind. Each piece of content must be relevant and with an end goal. Start with figuring out who your target consumers are. These are general representations of your target audience.

 

With buyer personas, you can tailor your content to topics they would love to learn more about. Furthermore, your content should address customer pain points throughout their purchase journey.

 

A buyer persona looks at what your ideal customer’s goals are and what they are trying to achieve. It also defines how they might behave throughout the sales process. You can create your specific buyer persona by utilizing both market and independent research to reveal trends in your market. Details you should describe include:

 

Pain points

 

Purchase role

 

How they consume content

 

Job title and career

 

Family life

 

Income

 

Budget

 

20 percent of searches on Android devices and Google’s mobile app are voice searches. (Source: SearchEngineLand).

 

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Voice searches are on the rise. So, content marketers must consider the types of headlines and titles that might be included in a voice search.

 

There isn’t any question that voice search will affect content marketing. The use of voice search tools, such as Siri and Alexa, are on the rise. Most smartphone’s also have a voice assistant. It’s not something to worry about, but you should think of how people use their voice to search for something and what they expect to find.

 

For instance, a voice query might ask: “How many times have the Eagles won the Super Bowl.” If the same person were to type that query, they might type this instead: “Times the Eagles won the Super Bowl.” As you can see, voice queries are a bit more detailed–it is just like talking versus texting.

 

By 2019, 72 percent of US digital ad spend will come from mobile. (Source: eMarketer)

 

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Content marketers must direct more company spend and efforts towards the mobile medium as this is where their audiences are. Mobile ad spend must also go up.

 

According to Google research, over 50 percent of all global web traffic comes from mobile devices. And, these types of numbers will continue to increase. So, now is the time to focus on mobile content marketing.

 

In fact, mobile device content reading went up 10 percent in 2014. The limits have been removed; anything can be read and viewed on a mobile device.

 

87 percent of marketers use social media for content delivery. (Source: CMI)

 

Social media platforms like Pinterest, LinkedIn, Twitter, Instagram and Facebook have changed the content marketing industry forever. The way we communicate with customers is a lot different from how we interacted even a decade ago.

 

Social media networks are popular because they are free to join, and you can reach millions of people with your content. So, mix things up. Consider how to target different generations on social media.

 

Make sure your content meets the needs of your target audience. And, engage with your customers directly through social media.

 

70 percent of marketers do not have a consistent strategy. (Source: Altimeter)

 

It is 2018, and you need an integrated marketing strategy right now. Content marketing works, and 80 percent of decision makers prefer to get their brand information through written articles as opposed to advertising. You can start by learning how to be a better content writer.

 

You just won’t want to jump into content marketing without a documented strategy. When you think about how you distribute your content–through social media, blog posts, guides and more– then, you must remember the importance of having similarities with your content.

 

You don’t want to confuse your audience.

 

And, it’s easy to be all over the place when you don’t have a strategy to direct your efforts. Also, a documented content marketing strategy is conducive towards achieving a strong brand identity.

 

Consumers are saturated with content. To stand out from the masses, you need a strategy to set your brand apart.

 

As mentioned earlier, measuring ROI can lead to content marketing success. With a strategy, you encourage productivity and efficiency. Plus, it can help to ensure a better ROI.

 

48 percent of marketers create dedicated content for three to five buying stages. (Source: LinkedIn Technology Marketing Community)

 

Before a purchase, consumers often go through a sales funnel. These are stages that the prospect goes through before making their final purchase. To illustrate, the first step might be checking out your site for the first time.

 

The next step might be subscribing to your newsletter. The third step might be talking to one of your sales reps and so on. The term “sales funnel,” and its accompanying definition, has been around for decades. All your prospects will be at different points in the funnel.

 

In terms of content marketing, it is your job to motivate them to move along the funnel to finally make a purchase. So, you should create a content marketing strategy around that funnel. Here are questions to answer:

 

What would you write to enhance awareness at the beginning of the funnel?

 

How can you help inform your prospects of your products and services while they are in the middle of the funnel and evaluating their options?

 

What types of content would motivate your prospects to buy when they are finally ready to make a purchase?

 

Depending on your products and services, the sales funnel process could move either very quickly or relatively slowly. With a B2C customer, the process might be quick. With a B2B customer, they might require more nurturing in the form of articles, guides, whitepapers and more.

 

61 percent of marketers want to improve their organic presence. (Source: Hubspot)

 

Take a look at this review of the top seven toolbars. Organic marketing is about getting customers to your site naturally. This can be a long process, but it also leads to better customer engagement, loyalty and traffic.

 

Consumers are much more savvy and rarely pay attention to paid ads. While you won’t be spending on paid ads, organic marketing still requires effort as it is a form of marketing from the ground up. It requires careful attention to your content and social media channels.

 

Furthermore, you must incorporate more accurate SEO. Instead of paying for sponsored results, organic marketing depends on SEO. When it comes to search ads, the average click-through-rate is lower than 5 percent. On the other hand, the average CTR for organic marketing results can vary between 22 and 30 percent.

 

The desire for infographics has gone up by 800 percent. (Source: Unbounce)

 

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Humans are visually wired. As a result, we demand infographics. This can be especially true in an age of information overload. Today, we receive five times more information than we did in 1986. And, the brain needs time to digest every bit of information we consume.

 

With an infographic, your business can present data in a way that is visually stimulating and easy to digest. Infographics also induce a lot of social sharing–especially if it is a beautiful infographic with a great design.

 

You can use infographics to convey specific types of information. They can also drive targeted traffic to your site. So, if you don’t have a contract with a graphic designer, now is the time to start one.

 

Only 10 percent of marketers use gamification. (Source: CMI)

 

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Gamification is the use of games, surveys, puzzles, quizzes and more to encourage user interaction. When you incorporate interactive content, you can increase time spent on your site.

 

Also, it helps to break up your content marketing strategy from having strictly content. Consumers want a variety of choices for how they consume their content.

 

Yet, only 10 percent of marketers incorporate gamification. The reason for a limited number of marketers using gamification might be due to the cost and resources required.

 

If you have the ability, it can improve traffic when you invest in gamification. This isn’t just about running contests periodically. The objective should be to foster motivational campaigns that takes your target buyer on an interactive journey. And, this starts by having a pre-determined goal in mind.

 

If you are interested in maximizing revenue, then how can a customized game contribute toward achieving that goal? Consumers are already busy, so you want a strategic method that they will find worthy of their time.

 

Then, you must consider your metrics. How can you tell if your games are working? You must set up metrics to determine gamification success.

 

Customers enjoy the instant gratification aspect of gamified elements such as badges, leaderboards, points and even rewards they can use for real products and services. People are also motivated by a need to accomplish goals. So, your games can set specific and achievable targets to build on that momentum.

 

“Games are the only force in the known universe that can get people to take actions against their self-interest, in a predictable way, without using force.” ― Gabe Zichermann

 

Also, since consumers are now more involved in the process, they are also more likely to remember the content. For instance, say they can accumulate points through your game that they can use for discounts and special offers.

 

So, perhaps one of your “goals” would be to have them read content and answer a short quiz. Once they have completed that successfully, they get more points.

 

When researching a company, 95 percent of B2B buyers view content as trustworthy. (Source: DemandGen)

 

As opposed to direct advertising, content marketing can truly build trust with your target audience–and, once you have achieved that, you have struck gold. You are conveying the story of your brand in a way that is non-salesly.

 

Since hundreds of posts are created every minute, it is critical to remember how you can stand out. It really boils down to creating content that builds trust with your buyer persona. When a consumer trusts your company, they are more likely to continue visiting your site and engaging with your content.

 

You have something unique to share with the world, but audiences must believe your content is authentic. There are several ways to do this including:

 

Keeping a schedule (Consumers value consistency)

 

Maintaining the same voice (builds a connection)

 

Link to your sources and statistics (helps to prove credibility)

 

Share real-life examples of success with actual customers

 

Produce high-quality and relevant content

 

If you follow the above suggestions, your site will earn trust and a loyal following too.

 

69 percent of marketers prefer content to public relations and direct mail. (Source: Custom Content Council)

 

There isn’t anything wrong with increasing your company’s brand awareness through sending out direct mail pieces and PR kits. Yet, for a long-term marketing strategy, content marketing is your best bet. With a direct mail piece, you might convert a few prospects. Consequently, once your direct mail piece is sent out–it often gets thrown away.

 

In addition, you’ll have to change the design frequently just to garner a bit of excitement. If you are getting a good ROI, then there isn’t anything particularly wrong with this marketing approach. The same is true of PR kits.

 

But, in the long-term, content marketing is a powerhouse. With consistent content marketing, you increase your domain authority (DA) and online real estate. The more articles you have, the better your chances are of being found online.

 

Plus, it builds trust when you have a long-standing blog. Also, by linking your pieces to other blog posts on your site, you can continually attract new traffic.

 

If you have high-quality content, then it can improve conversions–especially with the right CTAs. And, you can increase revenue by selling eBooks. With content marketing, you compound on returns.

 

94 percent of B2B marketers prefer LinkedIn for content distribution. (Source: Content Marketing Institute)

 

In terms of content distribution, LinkedIn is the place to be. It really does pay to produce relevant content on LinkedIn.

 

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Taking the time and commitment to post content on LinkedIn does pay off–whether they be trends, quick tips or guides based on your field of expertise. You can easily share your blog posts with all your connections.

 

Plus, the posts become connected to your profile. When people search for your profile, they see your blog posts. Also, you can increase your influence since public posts allow LinkedIn users to follow you.

 

When you amass a series of relevant posts, you can also quickly accumulate a large following.

 

And, with each publication, all your connections receive a notification through their flag icon.

 

90 percent of B2C companies used content marketing in 2016. (Source: Content Marketing Institute)

   

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There isn’t anything that can level the playing field like content marketing. Both small and enterprise businesses can utilize content marketing to increase traffic, engagement and brand awareness. This subtle marketing approach keeps your visitors informed without being too pushy.

 

When visitors realize they don’t have to endure a hard sell, then they will want to buy your products and services that are relevant to their needs and wants. This is why 90 percent of companies used content marketing in 2016, and that number will only go up. The long-term benefits can’t be ignored.

 

For example, once your page is ranked well in the search engines, it stays there for an extended period. Plus, around 70 to 80 percent of web users ignore paid ads. Instead, content marketing can be used to promote your products without being overly aggressive.

 

78 percent of businesses are not satisfied with their conversion rates. (Source: eConsultancy)

 

In terms of marketing, it is important to know what not to do when curating content. You also need to understand how content marketing can affect conversion rates.

 

With more pages, you get more opportunities. Each piece of content is a new page. And, search engines can then easily index your pages.

 

Moreover, websites with over 40 unique pages get 12 times more leads than sites with five or fewer pages. And, with your buyer personas, you can tailor your content to ensure your customers are five times more likely to convert.

 

With the right content marketing strategy, you can effectively guide and motivate your buyers throughout the sales funnel.

 

97 percent of B2B buyers prefer prescriptive content. (Source: DemandGen 2017 Report)

 

Prescriptive content helps target readers to optimize their processes by offering strategic suggestions. Furthermore, prescriptive content can be used to predict outcomes through incorporating specific data points and metrics.

 

An example of prescriptive content might be a guide on trends to pay attention to in 2018. Additionally, prescriptive content answers questions that prospective buyers have like the ROI for investing in a cloud storage solution or how to implement a new ERP system.

 

Current blog posts average around 1,142 words. (Source: Orbit Media)

 

There was a time when a 500-word blog post was all your site needed to get ranked on various search engines like Google and Bing. Well, those days have disappeared in the ether of history.

 

Since 90 percent of businesses are using content marketing, on top of all the other blog sites and media sites found online, the space for first-page rankings is insanely competitive. So, Google now looks for length in terms of filtering for quality.

 

And, according to SerpIQ, top ranked content usually has around 2,400 words. What’s the takeaway? For starters, you must increase the word count of your content. At a minimum, make your posts 1,200 words.

 

78 percent of CMOs are investing in custom content. (Source: DemandMetric)

 

“The easiest way to turn off your community members is to broadcast the same message across multiple channels. Instead, determine the kind of content that interests the members of your community in a way that is useful to them.” — Joe Pulizzi, Founder, Content Marketing Institute

 

CMOs understand they must grow and evolve to stay ahead of the competition and above all the social media noise. To do so, you must segment your audiences by demographics, their point in the sales funnel, their budget and more.

 

Custom content is a type of hyper-personalization of content. It takes a deep understanding of your target buyer and where they are in their purchasing process. It also requires an understanding of their pain points, along with what makes them tick.

 

You can learn more about your target customers by spending time in forums and on social media where they are sharing with their counterparts. Then, create custom content with a specific persona in mind.

 

It’s difficult to trust advertising, but it is easy to trust a brand who can offer real solutions to specific pain points.

 

78 percent of buyers consume case studies before making purchase. (Source: DemandGen 2017 Report)

 

Case studies are comprehensively effective. Within a case study, you paint a picture and tug at emotions. It is storytelling at its finest, with a marketing twist. Within a case study, you have three major parts:

 

A problem

 

Solution offerings

 

Proven results

 

And, the case study is always written from the perspective of the buyer persona. You should publish more case studies simply because they are highly targeted.

 

Each case study conveys a specific goal related to your products and services. Also, through factual claims, you can build your brand as an authority in your industry.

 

Four out of Five sites use blogs and email newsletters. (Source: Content Marketing Institute)

 

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You already understand the significance of blog posts. Yet, email marketing is also an important aspect of content marketing. You can generate $38 in ROI for every $1 spent.

 

You must incorporate targeted emails within your content marketing strategy. According to Radicati, there are around 4.9 billion global email accounts.

 

Consider how you interact with websites. Whenever you sign up for anything, you need to enter an email address. Case in point: email addresses and messages aren’t going away anytime soon. Everyone who engages with the Internet has an active email address.

 

In addition, there are more email accounts than there are Twitter and Facebook accounts. Then, there is the fact that 90 percent of email gets delivered to your prospect’s inbox. Not to mention, Facebook continues to limit how widely your posts are distributed.

 

Companies can increase their conversion rates five times higher than companies that don’t use content marketing. (Source: Aberdeen)

 

You want your readers to accomplish to goal set up with each piece of your content. This happens with a call to action, where you tell your visitors exactly what you would like them to do.

 

The best place for a call to action is at the end of your post. Also, it must be attractive to your readers. So, keep their demands in mind.

 

73 percent of technology companies have a content strategy point person. (Source: CMI)

 

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It is difficult for one person to do everything a customer expects. Since you now understand how effective content marketing can be, it is time to hand over your content strategy to a content marketing specialist.

 

This doesn’t mean you take a completely hands-off approach. Since it is your brand, you still want to be involved. But, it helps to focus on tasks that reap revenue.

 

And, you can’t be in all places at once. Since your content represents your organization, you must be careful about who you hire as your content marketing specialist.

 

It should be someone who understands and easily aligns with your vision. They must discover and create the types of content your target buyer wants to see. Then, they must retain and attract readers. On top of everything, their content and strategy must drive profitability and sales.

 

Final thought

 

We are living in the era of the “informed customer.” Prospects know they have access to information that helps them make more thoughtful decisions. Therefore, brands must then align themselves, and their content marketing strategy, with the needs and wants of their customers.

 

To maintain a competitive edge, you must produce the type of content that serves as informative and trusted resources for your customers. This starts with understanding your customers, following their path and customizing content based on their specific personas.

 

The post 30 Content Marketing Statistics, Trends & Data for Your 2018 Strategy appeared first on HigherVisibility.

 

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Every year, close to 4,000 marketers from across the globe make a pilgrimage to Cleveland, OH for the annual Content Marketing World extravaganza — the largest content marketing conference in the world. And this year will be no different. We’ve been attending CMWorld since the inaugural event back in 2011 — and we still get butterflies each and every year. The week’s schedule is filled to the brim with sessions and workshops from the industry’s leading marketers and experts, making it impossible not to look forward to what the conference has in store. But with so many great speakers and a packed schedule, which sessions are a must-see? As CMWorld veterans, we want to help you plan ahead and get a front-row seat to the sessions that help you reach your marketing goals. Check out our list of can’t-miss sessions and things we’re excited for down below.

 

Helping You Win the Content Marketing Game

 

Since the original CMWorld, TopRank Marketing and its team members have been presenting at the conference to provide our expertise and help you drive better results for your business. And this year, we have not one, not two, but three crucial sessions and workshops for you to attend.

 

Lee Odden

 

CEO, TopRank Marketing Rocket Science Simplified: How to Optimize, Socialize and Publicize B2B Content Ninety-one percent of B2B companies use content marketing, but 50% of content gets 8 shares or less. What good is your out-of-this-world content if no one experiences it? In this space-themed workshop, you’ll join our fearless leader and Content Marketing Commander Lee Odden for an interstellar experience on how to effectively build content amplification into the before, during and after of the content creation process (rocket fuel not included). He’ll share the tips, tricks and tactics he’s learned over 17 years of working with content payloads of all shapes and sizes that have rocketed B2B brands to success. Location: Room 3 Date: Tuesday, Sept. 4 Time: 1:00 p.m. - 4:00 p.m. The Confluence Equation: How Content and Influencers Drive B2B Marketing Success What’s the secret formula to scalable, quality content? In this session from Lee, learn about how B2B brands, both big and small like SAP, Dell, Cherwell and DivvyHQ, are able to create more awareness, engagement, and pipeline with the confluence equation. As an influencer marketing pro, Lee offers a framework, formula, and plenty of tools for content and influencer marketing success. Location: Room 3 Date: Wednesday, Sept. 5 Time: 1:45 p.m. - 2:30 p.m.

 

Ashley Zeckman

 

Digital Strategy Director, TopRank Marketing Influencer Marketing Is Only for B2C Brands (& Other Lies Your Parents Told You) When we think of influencer marketing, it’s hard not to think of popular influencers like Selena Gomez, Jake Paul, the Kardashian clan, and others. However, the problem is that those influencers primarily work with B2C brands. But, as Ashley Zeckman will tell you, influencers marketing isn’t only for the B2C marketplace — it also holds enormous opportunity for B2B brands. During Ashley’s session, you can expect real-life B2B influencer marketing case studies, influencer collaboration ideas, formulas for creating influencer content, and more. Location: Room 3 Date: Wednesday, Sept. 5 Time: 1:45 p.m. - 2:30 p.m.

 

7 More Can’t-Miss #CMWorld18 Sessions

 

1. Andrew Davis

 

Keynote Speaker & Best-Selling Author, Monumental Shift Curiosity Factor: The Psychological Phenomenon Creative Content Marketers Employ to Earn and Own Attention in a Noisy World With the rise of adblocker and dwindling attention spans, it’s harder than ever to capture and hold on to your audience’s attention. But, then again, people also spend hours upon hours binge-watching their favorite TV shows. So, why is our attention captured in one place, but not the other? Andrew Davis is coming to CMWorld with the answer. Location: Exhibit Hall B Date: Wednesday, Sept. 5 Time: 8:45 a.m. - 9:30 a.m.

 

2. Dave Charest

 

Director of Content Marketing, Constant Contact Breaking Down Content Silos: How to Create a Unified Customer Experience and Efficiencies in Content Creation One of the top challenges content marketers face is producing content consistently and efficiently. Luckily, Dave Charest’s session promises to offer a new content framework that gets buy-in and alignment from the entire organization. As a result, content marketers can expect to create a more unified content experience for their audience and reduce content creation inefficiencies. Location: Room 1 Date: Wednesday, Sept. 5 Time: 11:20 a.m. - 12:05 p.m.

 

3. Allen Gannett

 

CEO, TrackMaven How to: 0 to 1 Million LinkedIn Video Views in 6 months Video marketing represents massive opportunity for content marketers with over one-third of online activity being spent watching video. To help marketers take advantage of this opportunity, LinkedIn launched native video back in 2017 and Allen Gannett was one of its early adopters to much success. Now, Allen is sharing how he reached one million views in just under six months and how you can do it as well. Location: Room 3 Date: Wednesday, Sept. 5 Time: 11:20 a.m. - 12:05 p.m.

 

4. Ashley Ward

 

Digital Marketing Strategist, SEMrush Does Your Content Work: The Art of Measuring Content Marketing Succes As the Digital Marketing Strategist for one of our favorite tools SEMrush, Ashley Ward’s session already got our attention. But the fact that she’s addressing content marketing success and how to measure content ROI, has us hooked. So, if you’re one of the 45% of marketers that are unsuccessful in tracking content marketing ROI, this session is a must-attend. Location: Room 20 Date: Wednesday, Sept. 5 Time: 12:20 p.m. - 1:05 p.m.

 

5. Ann Handley

 

Chief Content Officer, MarketingProfs What Gives? How a Reader Challenge Kicked Me in the Patootie (and What We Can Learn From It)! As content marketers, it can be easy to just crank out content and become writing machines. But in focusing on the mechanical production of content, we often forget why we’re creating it in the first place. Ann Handley’s keynote promises to remind us of that purpose and show us how asking critical questions can lead us in the right direction. Location: Exhibit Hall B Date: Wednesday, Sept. 5 Time: 4:35 p.m. - 5:00 p.m.

 

6. Megan Golden

 

Head of Global Content Marketing, LinkedIn The Secret Sauce: How LinkedIn Uses LinkedIn for Content Marketing Research has found that over 80% of B2B leads come from LinkedIn. Talk about impressive. If you haven’t mastered the lead generating power that LinkedIn can offer, there is no one better to learn from than the platform itself. In this session, Megan Golden shares how LinkedIn uses their own platform for marketing, giving you a behind-the-scenes look at their secrets to success. Location: Room 26ABC Date: Thursday, Sept. 6 Time: 11:05 a.m. - 11:50 a.m. *LinkedIn is a client of TopRank Marketing

 

7. G David Cunningham

 

Director of Demand Generation, SnapApp Quality, Not Quantity: Spark a Real-Life Content & Demand Gen Love Story With Content That Converts Content plays a key role in nurturing leads and turning them into quality prospects or converting them into won opportunities. In order to do that, however, G David Cunningham suggests focusing on quality, not quantity content. If lead generation is your top content marketing goal, he'll offer solutions to your conversion problems, including a proven approach to creating quality content, examples of high-quality content, and more. Location: Room 25ABC Date: Thursday, Sept. 6 Time: 2:35 p.m. - 3:20 p.m.

 

What We’re Looking Forward to the Most

 

Lee

 

This will be my eighth consecutive year speaking at CMWorld and I’m looking forward to everything, from meeting with other marketing professionals to catching up with friends and influencers that are too numerous to list to connecting with many of our clients, including teams from LinkedIn and DivvyHQ. I’m also looking forward to seeing Ashley Zeckman give her first solo presentation at the conference and my team from TopRank Marketing having an incredible learning and networking experience. Last of all, I’m looking forward to connecting with the 50-plus people registered for my B2B Content Promotion workshop and those who will be attending my B2B influencer marketing presentation.

 

Ashley

 

This is my fourth Content Marketing World and I swear it just keeps getting better! I’m really looking forward to connecting with old friends and making new connections with talented marketers from around the globe. And I’m sure it goes without saying, but the opportunity to see Ann Handley and Tina Fey at the same conference is a dream come true.

 

Jane

 

Since TopRank Marketing clients hail from all over the globe, I'm especially excited for some in-person quality time with our friends at DivvyHQ and LinkedIn. The Content Marketing World schedule is packed with opportunities to learn from content marketers with fresh perspectives and insights, and I’ll be vying for a front-row seat to as many sessions as I can.

 

Nick

 

I've never been to Content Marketing World, or Cleveland, so I'm just generally looking forward to the experience as a whole. I love video games, so the theme of this year's conference is particularly appealing to my inner geek. Tons of sessions on the agenda have caught my eye, and I can't wait to hear some of the top pros in the industry share their insights. I'm also excited to finally meet a number of our agency's clients face-to-face after many email exchanges and video conferences. And last but not least: Tina freakin' Fey. #LizLemon4Life

 

Anne

 

Personally, I’m most looking forward to Ann Handley’s keynote. I had the chance to see her keynote last year’s Digital Marketing Summit in Minneapolis and was blown away. She made me laugh. She made me cry. She made me feel empowered. Her speech was a great reminder that our marketing needs to tell a story and evoke emotion from our audience. I can’t wait to see what she has in store for CMWorld.

 

The Countdown Is On

 

Content Marketing World 2018 is less than two weeks away. And that means it’s crunch time. Make sure you have your schedule all mapped out so you don’t miss out on the speakers you want to see the most. In fact, you might want to download the CMWorld mobile app to start organizing your schedule and save the sessions listed above. Stay tuned to TopRank blog and follow @TopRank on Twitter for daily updates from the event.

 

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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/

via

 

Recently, I put up a big Ultimate Guide post about local SEO. I talked about what SEO agencies like mine actually do for our clients, and about what strategies work today in 2017.

 

This week, I’m doing something similar. But this time, I want to talk about national SEO. In a lot of ways, this is more like what you’d think of as “classic” SEO. It’s what we do for brands that may be centred in the UK, but that isn’t specifically local to one particular place.

 

For example, a SaaS company or an e-commerce store would want to focus more on national SEO, while a brick and mortar boutique would do much better with local SEO. If your customers are spread out throughout the UK, the set of tools and techniques you’ll be using to rank will differ from what a local business would succeed with.

 

Just like local SEO, general national SEO has seen quite a few changes over the last few years.

 

Things that worked beautifully just three or four years ago often don’t cut it today, and SEOs have to adjust and adapt with the changing times to avoid being left behind.

 

I’m going to talk about all of the basics you need to know about, but I’m focusing mostly on actionable tactics and strategies.

 

If you’re super new to SEO, and you want to learn a little bit about the technical theory behind this stuff — that is, how search engines work and how they crawl your site — I’d recommend checking out the Moz Guide to SEO.

 

It’s super concise, and a surprisingly easy read. Along with most people in the digital marketing world, I tend to recommend it to people who are totally new to search engine optimisation.

 

First Things First: The Basics of an SEO-Friendly Website

 

If you’re handling SEO for your website, the implication is that you have a website in the first place.

 

If not, it’s surprisingly simple to create one with WordPress.org (which is not the same as the WordPress.com blogging platform), plus inexpensive hosting from a company like Tsohost.

 

WordPress is surprisingly user-friendly, despite its robustness, and you can find all kinds of gorgeous themes that are free or inexpensive.

 

You can also pay an agency or freelancer to put together a WordPress site for your business.

 

Just as a quick aside for anyone making a new website for their business, I do not recommend going with one of the “drag and drop” site builders like Squarespace or Wix.

 

While there are use cases for these services, they’re not nearly as SEO-friendly as they’d like you to think they are.

 

Sure, they’re incredibly easy for non-technical users, which is one of their biggest selling points.

 

But that lack of direct control can be bad for your ability to make sure each page and post is well optimised.

 

You’re much better off with WordPress.org, plus an SEO plugin like Yoast or All in One SEO.

 

So once you’ve got a website, there are some technical things it will need so that Google can crawl it and index it.

 

Search engine “crawlers” use the web’s link structure to do this, which is part of why both internal links and external links are so important.

 

Google, as well as alternative search engines like Bing and Yahoo, use algorithms to determine how relevant a page is to a particular search query.

 

It’s really quite amazing — you type in “snow removal services in London,” and a split second later, you’re presented with pages upon pages of results.

 

Googling things is a routine task at this point, which we often take for granted.

 

But the computing power involved is massive, and the algorithms needed for accurate results are so complex that even people who work for Google don’t know everything about them.

 

So you need to make sure that Google can index your site, and that it loads fast and it’s mobile friendly.

 

Spring 2016 marked “mobilegeddon,” a new algorithm update by Google that essentially ended up penalising websites that aren’t set up to display correctly on mobile devices.

 

A couple of years ago, mobile internet use overtook desktop use.

 

Mobile friendly websites are essential, not only for SEO, but for a good user experience in general.

 

Fortunately, this is pretty easy to fix. Most WordPress themes are already set up to be mobile friendly, and if you’re not sure, Google has a Mobile-Friendly Test tool you can use.

   

Keyword Research: Finding the Right Search Terms to Target

 

Now that you have a sleek, well-designed, mobile-friendly website, it’s time to start creating copy and content for it.

 

This starts with keyword research.

 

Today, the whole notion of “ranking for a keyword” is outdated in some ways.

 

Google’s search results have become increasingly personalised, and two people can get two different sets of results from the same query.

 

But at the same time, keywords are important.

 

They give you a glimpse of what your audience is thinking, what kinds of questions they’re asking, and how you can reach them with solutions to the problems they’re having.

 

To do keyword research, you can use any of a number of free online tools.

 

The best solution is to get a paid SaaS like SEMRush or Ahrefs, but this is out of budget for many solopreneurs and small businesses.

 

With that said, though, it could be a good idea to take advantage of a free trial for a couple of weeks.

 

Keywords are what people are actively searching for.

 

But which ones do you really want to focus on?

 

For any niche, there are tons of keywords. Some are broad and get a lot of search traffic, while others are quite specific.

 

These longer, more specific keywords are called “longtail keywords,” and in many cases, that’s really where the money is.

 

The biggest factor in keyword targeting is going to be user intent.

 

Ranking is about giving the best answer to a question or a query.

 

In most cases, the most profitable approach is to focus on keywords that imply a “buyer’s mentality.”

 

That’s not to say that the upper segment of your sales funnel isn’t important, or that you shouldn’t create content that’s purely informational in nature.

 

But you want to attract people who are ready to make a purchase decision.

 

This may not go for every single website in existence, of course.

 

Maybe you’re creating a “viral content” site monetised almost exclusively through AdSense and other display ad networks.

 

But if you’re selling a product, or promoting something with affiliate links, buyer’s intent is crucial.

 

Here’s an example: “bookkeeping” versus “bookkeeping software for freelance designers.”

 

When someone searches for “bookkeeping,” they could be looking for tons of different things.

 

They might just want to know exactly what bookkeeping is, and how it’s distinct from accounting. They might

 

They might be looking for an agency that offers outsourced bookkeeping services, or for affordable software services for their business, but there’s no way of knowing for sure.

 

“Bookkeeping” is what we call a “head keyword.” It’s quite broad, and it’s also highly competitive.

 

“Bookkeeping software for freelance designers” is a longtail keyword.

 

Not only is it quite specific, but it indicates that the searcher is interested in making a purchase in the near future.

 

You can tell from the query that they’re looking for bookkeeping software that works well for a particular industry, in this case freelance graphic design or web design.

 

That’s the kind of keyword you want to target, especially if it gets a decent amount of traffic.

 

If you’re a small SaaS company offering an affordable bookkeeping software suite designed with freelance professionals in mind, you have the solution to our hypothetical searcher’s problem.

 

Along with consumer intent, you should also take competition into account. Some keywords might be so competitive, that they’re not worth too much of your time and energy.

 

To return to our keyword example, “bookkeeping” is almost certainly going to be dominated by big authority sites.

 

You’ll find Wikipedia in the results, along with big companies like Quickbooks and Freshbooks.

 

But “bookkeeping software for freelance designers” is more niche. That might be something where you can compete with other companies’ websites.

 

Gauging your competition is the kind of thing you may find yourself doing manually, by searching and seeing what comes up on the first page of Google results.

 

This is a situation where common sense comes into play, though you can also use tools to check other websites’ backlinks, along with metrics like “domain authority” and “page authority.”

 

The MozBar plugin for Chrome can be useful for this.

 

Take a look at what kind of sites are ranking for the keyword you’re interested in.

 

Is it mostly product pages, or articles and in-depth product reviews? Does it look like page 1 is dominated by affiliate sites and small companies, or are you seeing a lot of big-name publications?

 

Are these websites you can outrank with some time, effort, and money?

 

If not, that particular keyword might be out of reach for you.

 

In terms of on-page SEO, like your web pages and blog content, keyword targeting isn’t quite as specific as it used to be.

 

Google has gotten much better at understanding search intent, context, and topics.

 

A few years ago, if you wanted to rank for both “cosmetic surgeons in Glasgow” and “Glasgow cosmetic surgeons,” you’d probably create a separate page or blog post for each of those two terms.

 

It would generally be around 500 words long, and you’d want the specific keyword in the text a certain number of times.

 

But today, this approach isn’t as effective. It’s not nearly as important to focus on keyword density — that’s the percentage of the total word count that’s occupied by your keyword.

 

This is a good thing. It means you don’t have to awkwardly shoehorn longtail queries into your writing.

 

You can write naturally, for humans, without compromising your ability to rank.

 

The same long, in-depth page could easily rank for both “cosmetic surgeons in Glasgow” and “Glasgow cosmetic surgeons,” along with other similar keywords.

     

Building a Skyscraper: Creating “10x” Content Packed with Value

 

I’ve touched briefly on the value of content that covers a topic in detail, rather than a higher quantity of shorter posts that target one specific keyword phrase.

 

Back in 2016, SEO guru Brian Dean published a seminal blog post.

 

After analysing over a million search results, he found that longer content ranked better and that the average length of a top Google result was around 1800 words.

 

Around this time, there was a big shift in SEO content strategy. Instead of creating a lot of short 500-word blog posts, we started focusing on longer content that covers a particular topic in as much depth as possible.

 

It turns out that this really does work.

 

Why? Look at it from Google’s perspective, and you’ll get a better idea of why long, in-depth content is so valuable.

 

Google is neutral toward your business and its success. They’re neither for you nor against you. But, they have their own agenda, and that’s to provide the best possible search results for any query imaginable.

 

They want to rank the best content. So, the best way to create content that can rank nationally is to create the best possible content.

 

You can do this using the “Skyscraper technique,” pioneered by Brian Dean. (As you can tell, he’s quite influential in the SEO community.)

 

This means looking at what’s already out there, then creating something better.

 

Let’s go back to our “bookkeeping software” example. Skyscraper content might mean creating an in-depth 3,000 word post about bookkeeping best practices for freelancers when your competitors only have a couple of surface-level posts that are less than 1,000 words.

 

Longer doesn’t always mean better, of course, but it’s often a factor.

 

You want “10x content” — content that’s ten times better than anything that’s already out there. That’s the kind of content that attracts backlinks, social shares, and attention from the right audience.

 

Of course, everyone talks the talk when it comes to the skyscraper technique and 10x content.

 

But then, there’s walking the walk. It’s not necessarily super-easy and straightforward to create content that offers genuine value to the reader.

 

If you’re writing it yourself, it can take hours of research, writing, and editing.

 

If you outsource it to a professional writer, it’s not cheap.

 

But that 10x content pays off in the long run, in the form of natural editorial backlinks, website traffic, social shares, and other things you want to help your business succeed.

     

Using Content to Build White Hat Backlinks: Guest Posting, Outreach, and Related Strategies

 

Having content is, at most, around 20% of the battle. The other 80% is promotion — getting your ideas out there and getting an audience of potential customers. That’s where off-page SEO comes in.

 

You need to build links to your own website from other people’s websites. In an ideal world, tons of people will link to it off their own volition, because it really is the best out there.

 

But unfortunately, there’s a “chicken and egg” problem there. If your content isn’t being promoted, no one will see it. And if no one sees it and reads it, no one’s going to link to it in their own articles or share it on Twitter.

 

You could have an absolute masterpiece of journalism, and it could never see a single reader.

 

So, white hat link building involves a lot of active outreach to journalists, digital publishers, bloggers, and other people who might be interested in linking to your site. This takes a lot of time, but can pay off in a really big way.

 

Before I continue, I want to point out that in this post, I’m only going to talk about SEO tactics that could reasonably be referred to as “white hat.” That means they’re in line with Google’s guidelines.

 

“Black hat” techniques are “against the rules,” and Google attempts to penalise them. They’re basically a way of “cheating the system.”

 

If you want to experiment with black hat SEO, go ahead, as long as it’s your own website and not someone else’s.

 

But I strongly recommend doing everything you can to play by Google’s rules.

 

Black hat SEO could really hurt you, especially if you don’t know what you’re doing. It can be a dangerous game, and in my opinion, it’s not really worth it.

 

Technically, Google doesn’t really want you to ask anyone for a link. They’d prefer that links were there to provide value, because the author or publisher genuinely wanted to link to a particular piece of content.

 

But as I said, in the real world, you do have to reach out and ask.

 

If you’re new to SEO, you might be thinking, “Well, if I optimise my content right, can I rank without needing to actively seek out backlinks?”

 

Technically, yes. But in practice, no, probably not.

 

Unless there’s almost no competition, you generally can’t expect to rank without any links.

 

Links have always been central to how Google assesses a search result’s relevance and authority, and that’s not going to change anytime soon.

 

At agencies like Finetune Digital, we spend a lot of our time on white hat outreach for backlinks from other sites.

 

Not only is it part of our link building strategy, but it’s also a great PR opportunity, too.

 

Guest posting on someone else’s blog is a way to get your content in front of a whole new audience.

 

This is all a little abstract, so here’s an example.

 

Let’s say you have a small SaaS startup that provides bookkeeping software that’s designed specifically for freelance professionals.

 

One way you could get a backlink would be to publish a guest post on a lifestyle blog that centres around freelancing.

 

You could create an article about “How to Handle Bookkeeping For Your Freelance Business,” that explains the basics about how to keep track of financial information if you’re working as a freelance contractor for multiple clients.

 

That’s something the freelance lifestyle blog’s audience would be interested in reading about.

 

It’s relevant, and it provides a lot of value for them.

 

Someone who’s new to freelance work could definitely benefit from reading a guide about how to handle bookkeeping, as this style of work is quite different from traditional employment.

 

So you’re adding value for the blog where you’re guest posting, and you’re putting your brand in front of a brand new audience.

 

And, most importantly for SEO, you can include a backlink to your site.

 

As you can probably imagine, there are some types of content that tend to be particularly good at attracting backlinks.

 

Interestingly, the kind of content that gets these links isn’t always the same kind of content that performs well in other areas, like social media shares.

   

Here are a few content types that attract links.

 

Infographics. Perhaps the infographic fad has died down a bit, but people still love infographics. They’re a simple and aesthetically pleasing way to present information about just about anything you can think of.

 

Comprehensive guides. Content that’s super comprehensive, and that goes into a lot of depth and detail about a topic, attracts links like crazy. If you can put together “The Ultimate Guide to Bookkeeping for Freelancers,” and it really does deserve that “ultimate guide” label, some initial promotion could lead to tons of natural backlinks that build up over time. People like to link to these kinds of quality resources.

 

Interactive content. This one’s a little bit “off the beaten path,” but it can be a surprisingly effective source of backlinks for a business’s website. Interactive maps, calculators, quizzes, and similar content can do very well if it’s fun, novel, and interesting. It should also be on-brand, of course.

   

Along with specific content types, there are also certain qualities that can make a piece of content into “link bait.”

 

Content that tends to attract a ton of backlinks tends to have some or all of these features:

 

Genuine value. You really do need great content for this kind of outreach to work for national SEO. No one’s going to want to link to something that’s poorly written, or that doesn’t cover its topic with enough depth and clarity. Above all, it needs to appeal to your target audience, whoever they may be.

 

Humor. This isn’t always a factor, but it helps. It’s not even so much about being funny, as it is about evoking some kind of emotion in the reader. Whether it’s surprise (“10 Weird Widgets You’ve Never Heard Of”), anger, excitement, or laughter, content that makes people feel something tends to be more powerful than emotionally neutral content.

 

Visual richness. I mentioned that infographics tend to attract links. Even if your content is text based, it’s a lot more appealing when it has eye-catching visual elements.

   

When It Comes to National SEO, Content Plays a Major Role

 

As you can see, for national SEO campaigns, high-quality content is of the utmost importance.

 

Whether it’s a blog post on your site, a product description for your online store, or a guest post on a relevant industry blog, national SEO intersects with content marketing in a big way.

 

It’s also quite different in many ways from local SEO, which has its own somewhat separate set of concerns, goals, and best practices.

 

The tactics we use to rank a local business are far from identical to the approach we take for a company with a nationwide customer base.

 

Whether you’re running a SaaS company, an online store, or even a blog monetize with affiliate links, content is going to play a central role in your ability to rank nationally throughout the UK.

 

If you’re still not quite sure where to start with national SEO, feel free to reach out to me anytime.

 

We do offer free 15-minute consultations, and I’m always happy to help point business owners in the right direction when it comes to SEO.

 

The post The Ultimate Guide to National SEO appeared first on Fine Tune Digital.

 

www.finetunedigital.com/the-ultimate-guide-to-national-seo/

Blog bisa dijadikan sumber penghasilan. Masih banyak orang yang tidak percaya dengan fakta ini. Oleh karena itu, kali ini saya ingin menunjukkan kepada anda secara LIVE […]

 

Blog bisa dijadikan sumber penghasilan.

Masih banyak orang yang tidak percaya dengan fakta ini.

Oleh karena itu, kali ini saya ingin menunjukkan kepada anda secara LIVE bagaimana cara membuat blog dalam niche tertentu yang mampu menghasilkan jutaan Rupiah per bulan.

Semuanya akan saya buka secara transparan.

Mulai dari proses persiapan, pembuatan blog, strategi konten, sampai teknik-teknik promosinya.

 

Blog yang dijadikan studi kasus:

Di bulan Desember lalu saya punya waktu luang, jadi waktu itu saya punya ide untuk membuat sebuah blog studi kasus untuk pembaca PIM.

Saya akan menerapkan semua yang saya ajarkan di blog tersebut.

Kemudian hasilnya saya bagikan secara transparan.

Rencananya sih begitu…

Tapi kenyataannya, mulai bulan Januari lalu ternyata saya sibuk dengan urusan-urusan lain sehingga tidak sempat fokus.

Akhirnya blog tersebut saya abaikan.

Sekarang, yang mengurus blognya adalah salah satu asisten saya. Dia yang membantu saya mengelola konten dan melakukan promosi.

Saya cuma ngintip sesekali sambil memberikan saran.

Dengan kata lain, blog ini sifatnya seperti “autopilot”, bisa berjalan sendiri sambil menghasilkan uang meskipun tidak saya awasi.

Tapi perkembangannya juga jadi lambat.

Berikut status blog studi kasus kita saat ini:

Diluncurkan tanggal 7 Desember

(Berarti sekarang umurnya 4 bulan)

Jumlah pengunjung: sekitar 1500 per hari

Jumlah subscriber: 448

Jumlah post: 28 artikel (2x per minggu)

Pendapatan: $60 per bulan

Sumber pendapatan: Amazon & AdSense

Ini screenshot Google Analytics sejak hari pertama sampai saat ini:

 

Ini screenshot dari Amazon untuk bulan kemarin:

 

Mengenai pendapatan, blog ini baru dimonetisasi selama 1 bulan.

Selain Amazon, ada juga $1-2 per hari dari AdSense.

Oh ya, satu hal lagi:

Terakhir kali saya “main” AdSense dan Amazon sekitar 5-6 tahun yang lalu…setelah itu berhenti total.

Jadi saya juga sekarang sedang belajar lagi.

Kalau ada yang punya tips terkait AdSense dan Amazon untuk saya, jangan malu-malu, bisa dibagikan lewat komentar di bawah.

Apa yang akan kita lakukan di seri panduan ini?

Mulai saat ini, selama beberapa periode (minggu/bulan) ke depan saya akan menerbitkan update baru tentang kondisi terbaru blog ini.

Bukan hanya itu:

Saya juga akan buka-bukaan apa saja yang saya lakukan terhadap blog ini.

(selain nama & niche)

Tujuannya supaya anda bisa meniru cara membuat blog yang mampu menjadi sumber penghasilan.

Itulah kenapa seri panduan ini dibuat.

Di episode pertama ini, saya akan membahas bagaimana cara membuat websitenya dari nol sampai siap diluncurkan.

Mari kita mulai.

1. Mencari niche yang tepat untuk blog kita

Ini tahapan pertama dan paling penting karena niche akan menentukan seberapa besar potensi blog anda.

Tahapannya sudah dijelaskan di sini.

Silahkan baca panduan tersebut dulu kalau belum.

Setelah itu mari kita bahas yang lebih spesifik untuk kasus ini.

Ada 3 hal yang perlu diperhatikan:

Pertama, kalau anda berencana tidak menulis sendiri (menggunakan jasa penulis) tidak usah terlalu fokus dengan minat dan kemampuan anda sendiri.

Yang penting menurut anda tidak membosankan.

Karena kalau anda merasa nichenya membosankan, maka nanti mengurus blognya juga akan jadi membosankan.

Yang kedua, pilih topik yang tidak terlalu sempit.

Ini sempat populer di sekitar tahun 2012 ke belakang, istilahnya Micro Niche Site. Memilih niche yang sangat kecil supaya saingannya juga kecil.

Jangan seperti itu.

Niche yang sempit duitnya juga kecil, karena peminatnya sedikit.

Pilih niche yang cukup besar, kemudian lakukan diferensiasi supaya blog anda punya daya saing.

Ketiga, yang satu ini tidak wajib, tapi kalau bisa pilih niche yang menarik untuk di-share ke social media dan punya gambar/foto yang indah.

Seperti ini (dari Lifehack.org):

 

Alasannya karena social media akan jadi tempat promosi utama.

Kalau performa niche anda tidak bagus di social media, maka akan butuh waktu lebih lama. Tidak sulit sebetulnya, karena hampir semua niche populer pasti menarik di social media.

Tapi sekali lagi, tidak wajib.

Ini beberapa bidang industri yang populer di internet sebagai bahan untuk pertimbangan anda:

Bisnis dan marketing

Karir

Edukasi dan sains

Teknologi

Olahraga/aktivitas fisik

Psikologi

Fitness

Kesehatan

Rumah dan keluarga

DIY, seni, dan kreasi

Pengembangan diri

Gaming

Politik dan sosial

Berkebun

Hewan dan peliharaan

Fotografi

Masakan, makanan, dan minuman

Desain

Fashion

Travel

Kecantikan

Properti dan perumahan

Kendaraan

Keuangan

Mainan

Kegiatan outdoor (hiking, mendaki gunung, dsb.)

Relationship (pacar, teman, keluarga)

(Ingat, ini industri, bukan niche. Niche anda sebaiknya lebih spesifik lagi)

Sekali lagi, baca panduan ini untuk mencari niche.

2. Mencari keyword dan membuat strategi keyword

Silahkan baca panduannya dulu di sini.

Panduan di atas sebetulnya sudah cukup.

Tapi caranya akan sedikit kita modifikasi sesuai kebutuhan.

Mencari topik dan keyword primer

Topik primer itu topik yang paling pertama dicari oleh semua pemula dalam suatu niche. Topik yang semua orang mesti tau.

Ikuti langkah-langkah berikut:

Yang pertama anda lakukan adalah mencari sub kategori.

Misal nichenya “fitness”.

Di dalam niche tersebut tentu masih ada turunan-turunannya lagi.

Contohnya:

Program latihan

Nutrisi

Suplemen

Motivasi

Kesehatan, dan sebagainya

Kemudian, cari apa topik pembahasan utama dari setiap sub kategori.

Contoh untuk sub kategori nutrisi:

“cara menghitung kebutuhan kalori”, “pola diet untuk menambah massa otot”, “daftar makanan berprotein tinggi”, dan sebagainya.

Intinya cari informasi yang dibutuhkan oleh semua pemula.

Bayangkan kalau anda baru tertarik dengan topik tersebut, apa hal-hal pertama yang perlu anda ketahui? Itulah topik primer.

Jangan terburu-buru.

Luangkan waktu 2-3 jam sambil browsing blog dengan kategori yang sama.

Lalu ubah topiknya ke versi sederhana.

Maksudnya seperti ini:

Bayangkan kalau anda mau mencari informasi tersebut di Google, apa yang akan anda tulis. Misalnya “makanan protein tinggi”, atau “menghitung kalori”.

Selanjutnya, masuk ke Google Keyword Planner.

Masukkan versi sederhana dari topik tersebut ke GKP satu per satu.

Kemudian catat yang “Monthly Search Volume”-nya tinggi:

 

Catat ke Microsoft Excel, Google Sheets, atau Notepad.

(Saya pakai Google Sheets supaya bisa diakses oleh asisten)

Setelah selesai, kita lanjut ke tahap berikutnya.

Mencari topik dan keyword sekunder

Seperti yang sudah kita bahas di atas, topik primer itu yang paling mendasar dan dibutuhkan oleh para pemula.

Topik-topik primer biasanya populer.

Tapi jumlahnya tidak banyak, persaingannya juga biasanya tinggi.

Maka dari itu, kita perlu mencari topik sekunder yang lebih bervariasi dan persaingannya lebih rendah.

Ini caranya:

Pertama, cari sekitar 10 blog atau lebih dengan niche yang sama dengan calon blog anda.

Gunakan Google.

Masukkan satu per satu keyword primer anda di Google. Lalu akan muncul blog-blog dengan niche tersebut, seperti ini:

 

Jangan cuma website besar, cari yang agak kecil juga.

Catat di Notepad atau Excel.

Lalu, buka SEMRush.

Atau bisa juga menggunakan Ahrefs.

Ahrefs sebetulnya lebih bagus tapi sedikit lebih mahal (ada trialnya, gratis 14 hari kalau anda mau coba).

Ambil 1 website yang sudah anda catat barusan, lalu masukkan ke SEMRush.

Scroll sedikit ke bawah, lalu klik tombol ini:

 

Untuk Ahrefs, posisinya di sini:

 

Inilah keyword-keyword yang memberikan traffic terbesar untuk blog tersebut:

 

Kalau anda menggunakan SEMRush versi gratis, anda hanya akan mendapatkan 10 keyword per website.

Gampang kan?

Ini seperti nyontek, kita nggak perlu mikir.

Catat keywordnya di Excel atau Notepad.

Kemudian ulangi proses di atas untuk semua blog lain yang sudah anda catat tadi, semuanya, sampai habis atau sampai bosan.

Cari sebanyak-banyaknya.

Ada 1 lagi enaknya teknik di atas:

Kalau ada website kecil yang bisa mendapatkan rangking tinggi untuk suatu keyword, berarti keyword tersebut mudah untuk ditaklukkan.

Jadi, website baru anda bisa masuk halaman 1 dengan mudah.

Itu sebabnya tadi saya bilang jangan cuma cari website besar.

Analisa tingkat persaingan dengan Long Tail Pro

Dari tahap kedua di atas, anda sekarang sudah punya puluhan atau bahkan ratusan keyword baru.

Nantinya keyword ini akan dijadikan artikel, ya kan?

Tapi pilih keyword mana dulu dari sekian banyak?

Tergantung.

Tergantung persaingannya.

Kalau anda menargetkan yang persaingannya tinggi duluan, bakal lama sampai bisa mendapatkan pengunjung. Karena susah.

Sedangkan kalau anda cuma menargetkan yang persaingannya rendah, bakal susah untuk mendapatkan banyak pengunjung.

Itu yang mesti anda perhatikan.

Maka dari itu, bagusnya dikombinasikan antara keyword susah dan mudah.

Di sini kita butuh analisa persaingan keyword.

Tahapan ini sebetulnya tidak wajib, tapi perkembangan blog anda akan jadi jauh lebih efektif kalau anda melakukan analisa persaingan.

Ini langkah-langkahnya:

Pertama, kumpulkan keyword-keyword anda, satu keyword per baris (mestinya sih sudah). Seperti ini:

 

Kedua, download dan install Long Tail Pro.

Copy-paste semua keyword anda ke Long Tail Pro di bagian ini:

 

Setelah analisanya selesai, klik tombol ini untuk mendapatkan tingkat kesulitan keyword anda:

 

Tunggu sampai selesai.

Setelah mengetahui tingkat kesulitannya, anda sekarang tahu keyword mana yang enaknya ditarget duluan dan mana yang belakangan.

Anda juga jadi tahu seberapa tinggi kualitas konten yang dibutuhkan.

Simpan semua dokumen tadi baik-baik.

Ini masih akan anda pakai terus kedepannya.

3. Persiapan dan pengaturan blog

Akhirnya, setelah kedua tahap persiapan di atas selesai, barulah kita bisa mulai membuat blog (jangan malah bikin blog dulu baru mikir).

Ini yang anda butuhkan:

Hosting di HostGator untuk blog berbahasa Inggris

Atau di Niagahoster kalau berbahasa Indonesia

Panduan instalasi WordPress

Kalau anda ingin hasil optimal dari panduan ini, jangan gunakan blog gratisan seperti Blogspot atau Tumblr, apalagi Blogdetik, WAP, dan sejenisnya.

Gunakan WordPress, titik.

Setelah proses instalasi selesai, lanjutkan baca ke bab-bab berikutnya untuk belajar cara menggunakan WordPress.

Memilih theme untuk blog anda

Jangan pusing dengan theme…

Saya sering lihat orang yang gonta-ganti theme blog baru hampir tiap hari. Ini buang-buang waktu.

Lalu ada juga yang beli theme premium yang katanya fiturnya bagus, lalu setelah itu diutak-atik lagi karena belum puas.

Jangan buang-buang waktu di sini.

Ini beberapa contoh theme gratis yang sudah sangat cukup:

Sparkling

Nisarg

ColorMag

Hueman

Kalau anda memang ingin membeli theme yang premium, ini beberapa rekomendasi berdasarkan selera pribadi saya:

The Reader

Soledad

Foodica

Brixton

Tulip

Genesis Framework

Saya sendiri di blog ini dan blog lainnya menggunakan modifikasi dari salah satu theme Genesis Framework.

Instalasi plugin yang sifatnya wajib

Daftar plugin yang wajib sudah saya bahas di sini.

Supaya anda tidak perlu bolak-balik, saya tuliskan ulang plugin yang (menurut saya) wajib untuk setiap blog baru:

Yoast SEO

Updraft Plus — untuk backup

Akismet — untuk menjaring spam

WP Super Cache — untuk cache/meringankan loading

JetPack — untuk proteksi, contact form, dan CDN

Google Analytics by Yoast

SumoMe — untuk tombol share dan optin form

Kraken — meringankan gambar yang diupload

Selain yang di atas, sesuai kebutuhan masing-masing.

Kalau mau lihat daftar lengkapnya beserta alternatif-alternatifnya, masuk ke panduan di atas.

Ingat:

Jangan install terlalu banyak plugin, bisa menghambat loading blog. Install yang penting-penting saja

Halaman-halaman yang sebaiknya anda sediakan

Selain artikel, di blog anda juga mesti ada beberapa halaman yang penting — meskipun tidak wajib.

Ini beberapa di antaranya:

Contact — form atau alamat email untuk menghubungi anda (bisa dibuat dengan plugin JetPack)

About — tentang anda dan blog anda

Disclaimer — kalau anda menulis artikel nutrisi dan kesehatan, harus ada pemberitahuan bahwa artikel anda bukan saran dokter atau pakar

Privacy policy — kalau anda menggunakan media iklan seperti AdSense, harus ada penjelasan mengenai kebijakan privasi

Disclosure — kalau anda mempromosikan produk affiliate misalnya dari Amazon, harus ada penjelasan bahwa anda mendapatkan komisi ketika mereka membeli barang dari link yang anda sertakan

Semuanya penting supaya anda tidak kena masalah.

Untuk beberapa negara memang tidak wajib, tapi kalau pengunjung website anda berasal dari banyak negara sebaiknya dibuat saja daripada celaka.

Ini contoh privacy policy sederhana dari John Saddington yang bisa anda copy-paste:

 

This blog does not share personal information with third parties nor do we store any information about your visit to this blog other than to analyze and optimize your content and reading experience through the use of cookies.

You can turn off the use of cookies at anytime by changing your specific browser settings.

We are not responsible for republished content from this blog on other blogs or websites without our permission.

This privacy policy is subject to change without notice and was last updated on [Month], [Day], [Year]. If you have any questions feel free to contact me directly here: [email protected]

 

Dan ini contoh disclaimer untuk niche tertentu:

The material on this site is provided for informational purposes only and is not medical advice. The statements have not been evaluated by the Food and Drug Administration. Always consult your physician before beginning any diet or exercise program.

Kalau anda menggunakan AdSense dan Amazon, ada informasi tambahan lagi yang harus anda sertakan.

Baca di sini untuk AdSense, dan di sini untuk Amazon (poin nomor 10).

Tapi ingat juga, kalau blog anda terang-terangan melanggar hukum, privacy policy dan disclaimer seperti apapun tidak akan bisa melindungi anda.

Persiapan lainnya untuk blog baru anda

Sebelum kita terjun ke medan perang, ada beberapa persiapan lagi yang sebaiknya anda lakukan.

Ini daftarnya:

Instalasi plugin, theme, dan halaman yang wajib (sudah dibahas)

Buat kategori-kategori blog anda

Ganti favicon

Atur widget

Buat menu navigasi

Ubah permalink

Pasang Google Analytics

Atur Yoast SEO

Dan pengaturan dasar lainnya

4. Menyediakan media berlangganan

Bayangkan cerita ini:

Anda sudah punya blog dan konten.

Lalu anda promosikan konten ini ke tempat-tempat supaya banyak orang yang datang.

Akhirnya ada beberapa ribu orang yang datang.

Tapi, setelah selesai baca 1-2 konten mereka langsung pergi.

Karena mereka pergi begitu saja, kita tidak punya cara untuk “memanggil” mereka lagi saat ada konten baru yang diterbitkan.

Mereka juga lupa dengan blog anda.

Percuma kan?

Ini saya istilahkan seperti bak mandi bocor. Diisi air, keluar semua.

Makanya blog harus menyediakan sarana supaya pengunjung bisa berlangganan, supaya kita bisa panggil mereka untuk datang lagi.

Ini caranya:

Buat halaman/akun di social media

Ada 4 social media yang umum:

Facebook, Twitter, Pinterest, Instagram.

Buat akun di semuanya, tapi anda tidak perlu fokus promosi di semua tempat.

Pilih salah satu yang paling sesuai dengan niche anda, fokus di sana.

(biasanya sih Facebook)

Setelah itu, pasang widgetnya di sidebar website anda. Ini contoh widget untuk Facebook Page:

 

Klik di sini untuk buat widgetnya.

Daftar akun di Email Marketing Provider

Untuk beberapa niche, kadang Facebook saja sudah cukup…tapi biasanya email list jauh lebih ampuh daripada social media.

Di Facebook, post anda hanya dilihat oleh 2.6% follower.

Dari 100 orang, yang lihat cuma 5.

Sedangkan kalau anda pakai email, persentasenya jauh lebih tinggi.

Ini buktinya:

 

Email yang dikirimkan ke 384 orang, dibuka oleh 163 orang. Open rate-nya 42.4%

Bandingkan dengan Facebook tadi… 16x lipat!

Maka dari itulah saya sarankan anda untuk membuat email list juga, tidak hanya social media.

Ada 3 layanan email marketing yang bagus untuk pemula:

MailChimp — gratis untuk 2,000 subscriber pertama

Aweber — gratis trial 30 hari

GetResponse — gratis trial 30 hari

Saya pribadi menggunakan ConvertKit. Tidak ada versi gratisnya, tapi fiturnya lebih powerful daripada ketiga nama di atas.

Setelah itu, baca panduan list building ini.

Di panduan tersebut ada tahapan yang perlu anda lakukan untuk memasang “opt-in form” ke website WordPress anda.

Terakhir, baca juga panduan tentang lead magnet.

Lead magnet bertujuan supaya subscriber anda meningkat drastis.

Selesai… bersambung ke episode selanjutnya

Episode 1 dari seri studi kasus niche blog ini sudah selesai, anda sekarang sudah tahu langkah pertama yang bisa anda lakukan untuk membuat blog.

Kita akan lanjut ke episode 2 dalam beberapa minggu ke depan.

Kira-kira ini yang akan saya bahas di episode mendatang:

Cara mencari penulis yang bagus (dan cara mengelola konten)

Teknik promosi yang saya gunakan

Strategi konten

Teknik link building

dsb.

Satu hal lagi sebelum kita tutup.

Saya ingin mengajak anda untuk ikut membuat blog yang kemudian hasilnya dibuka seperti yang saya lakukan di sini.

Catatan perjalanannya bisa anda tulis di blog anda sendiri, Notes di Facebook, Medium, atau dimanapun asalkan bisa dibaca oleh orang lain.

Kemudian hubungi saya.

Nanti linknya akan saya sertakan di dalam post ini supaya pembaca PanduanIM tahu tentang anda.

 

sumber

roo.my.id/panduan-membuat-niche-blog-yang-mampu-menghasil...

 

Software gratis

 

Roo Company Ltd.

E-commerce sites often fall victim to some of the more common #SEO problems which hold them back from receiving the type of #organic #traffic that is possible and could really improve profit margins all around.

 

The first of these issues is a weak product description or none at all. Due to the often overwhelming number of products in the catalog it may be easier to simply utilize short item descriptions or even just to use the ones that may come default from the manufacturers. Longer content is going to rank better in the algorithms of search engine giants such as Google, and so a tiny description will be a drawback. Also, there may be some types of duplicate content issues in some of these ranking algorithms due to the fact that the description is essentially the same all around with only a few words substituted. These manufacturer words will almost certainly be found on a myriad of other sites across the internet since they will have received the same content.

 

A second problem with many of the #e-commerce sites across the web is that they do not properly integrate user reviews into their pages. It has been show that something like 30% more organic traffic can be achieved by allow customers and users to simply place their opinion and words of impact so that other visitors can find the stuff. Many owners might worry about negative reviews being left by consumers, but the positive impacts almost certainly will outweigh that small portion, and as long as proper anti-spam measures are in place that should not be a reason to avoid implementation.

 

A third issue is the lack of unbranded #keyword #optimization so that organic traffic can be improved for those potential customers who are not familiar enough with what they are searching for to use brand names in the queries. In other words, most of these people are not going to be search by brand name and a specific model code, so it will be important to have more generic stuff available.

 

Fourth, some e-commerce site owners focus too heavily on transactional keywords leaving out the development of more informational content. Fifth, site redesign is another area which really has the potential to reverse good trends in search engine ranking algorithms. If webmasters are not careful about how the site redesign is carried out then it can reverse a lot of good past effort. Sixth, there is a similar type of issue which can occur when a migration is made between e-commerce platforms in a failing manner.

 

Seventh, one of the best ways to increase traffic naturally is to focus on the most promising keywords that are not the "money" ones that every site in the world is trying to rank for or ones which already have giants well established at the top. Existing keywords that are performing well on a site can continue to be tweaked and added to so that they can reach even greater potential. A tool like #SEMRush can be one potential ally in this regard as well.

 

So, there are 7 of the best ways to insure that a site does as well as it should when it comes to organic traffic and establishing a footprint in the search engines. Use this advice and continue to evolve SEO wise in order to reap the best profits!

 

via

 

Nghiên cứu thị trường giúp doanh nghiệp tìm ra khúc thị trường tiềm năng nhất, giúp hiểu rõ về đối thủ cạnh tranh đồng thời cũng là cách để tìm hiểu insight khách hàng tốt nhất. Và việc chọn đúng công cụ nghiên cứu thị trường giúp tiết kiệm thời gian và tiền bạc cho các doanh nghiệp startups và doanh nghiệp nhỏ.

 

Một công cụ nghiên cứu thị trường tốt giúp dễ dàng hơn nhiều trong việc thu thập thông tin quan trọng cho các quyết định về quy mô cơ hội thị trường, cách định giá sản phẩm và dịch vụ, sử dụng tên thương hiệu hay thông điệp quảng cáo nào gây ấn tượng với khách hàng.

 

Dưới đây là Top 21 công cụ nghiên cứu thị trường (market research tool) tốt nhất doanh nghiệp có thể sử dụng để thu về những thông tin hữu ích đối với hoạt động kinh doanh của mình.

 

15 market research tools miễn phí

 

1 Living Facts

 

Living Facts là một trang web có thể cung cấp thông tin giúp bạn tiếp cận khách hàng tiềm năng. Trang web có đồ họa thông tin hình ảnh, video và câu đố đầy màu sắc về xu hướng tiêu dùng, nhân khẩu học, sức khỏe, công việc và các chủ đề khác về cuộc sống…

 

2 Pew Research Center

 

Pew Research Center có dữ liệu phong phú về các xu hướng xã hội, sử dụng công nghệ, khoa học và nhiều chủ đề hiện hành khác. Đăng ký là có thể truy cập vào tập dữ liệu và báo cáo với các biểu đồ với các bản phân tích nhân khẩu học hữu ích cho các nhóm khách hàng. Dữ liệu Pew có thể giúp xác định các cơ hội mới và hiểu thị trường mục tiêu và insights khách hàng của mình.

 

Xem thêm: Top 7 tool thu thập insights khách hàng

 

3 Google Analytics

 

Google Analytics có thể cung cấp phản hồi về cách khách hàng đang hoạt động trong khi truy cập trang web. Nó có thể cho biết sản phẩm nào nhiều người xem nhưng ít người mua (hoặc ngược lại) và nó có thể minh họa những kênh truyền thông xã hội mà khách hàng đang phản hồi và nhiều thông tin chi tiết khác.

 

Google Analytics là một công cụ được cung cấp miễn phí mà doanh nghiệp có thể dễ dàng sử dụng cũng như phân tích các chỉ số phục vụ cho hoạt động kinh doanh hiệu quả.

 

4 Keyword Surfer

 

Cài đặt Keyword Surfer trên trình duyệt Chrome và sau đó khi tìm kiếm trong Google, nó sẽ hiển thị lượng tìm kiếm hàng tháng cho các từ khóa khác nhau. Keyword Surfer giúp doanh nghiệp biết đối tượng mục tiêu của mình có thể đang tìm kiếm những cụm từ nào, vì vậy doanh nghiệp có thể điều chỉnh các trang trên trang web của mình để đáp ứng mong đợi của khách hàng.

 

5 Google Trends

 

Đây là một trong những công cụ tốt nhất để nghiên cứu xu hướng thị trường và theo dõi lượng tìm kiếm về sản phẩm hoặc dịch vụ theo thời gian và theo vị trí địa lý. Nó cũng giúp tìm hiểu rõ hơn về các chủ đề liên quan và các truy vấn tìm kiếm có liên quan, để phát hiện các mẫu và xác định thuật ngữ mà người dùng có nhiều khả năng sử dụng nhất.

 

6 Social Mention

 

Phương tiện truyền thông xã hội hiện nay quan trọng hơn bao giờ hết và việc theo sát tất cả những gì đang diễn ra liên quan đến ngành trên mạng xã hội giờ đây vừa quan trọng hơn, vừa dễ dàng hơn bao giờ hết. Các trang web như Social Mention cung cấp một nơi duy nhất để tìm kiếm các cụm từ có liên quan đến bạn. Nó cũng cho phép xem những gì có xu hướng chung hơn vào bất kỳ thời điểm nào.

 

7 Facebook Audience Insights

 

Facebook Audience Insights giúp tìm hiểu về nhân khẩu học và hành vi của những khách hàng đang sử dụng mạng xã hội. Insights khách hàng có thể tìm thấy thông qua một số thông tin như số lượt xem trang trên trang Facebook, phạm vi tiếp cận bài đăng, lượt thích trang, hành động được thực hiện trên trang,…

 

Ngoài ra tính năng “Pages to Watch” có thể để xác định và so sánh hiệu suất trang của doanh nghiệp với các trang khác trong một thị trường ngách tương tự.

 

8 NFIB Economic Trends

 

Mỗi tháng, Liên đoàn Doanh nghiệp Độc lập Quốc gia (NFIB) phát hành báo cáo Xu hướng Kinh tế Doanh nghiệp Nhỏ. Báo cáo xác định xu hướng và kế hoạch chi tiêu của các doanh nghiệp nhỏ. NFIB Economic Trends có thể là một nguồn market research tuyệt vời cho các công ty B2B kinh doanh với các doanh nghiệp nhỏ.

 

>> Xem thêm: [BÁO CÁO] Hành vi chia sẻ thông tin sản phẩm thời trang trên Facebook của giới trẻ Việt Nam – Download PDF

 

9 Yelp

 

Yelp được xem là một trong những công cụ hàng đầu để nghiên cứu đối thủ cạnh tranh. Tại đây doanh nghiệp có thể tìm hiểu xem khách hàng thích gì ở đối thủ cạnh tranh và những điều khách hàng không thích ở đối thủ cạnh tranh để thay đổi nhằm tránh những vấn đề tương tự.

 

10 Market Data Websites: BizStats

 

BizStats là một công cụ trực tuyến cho phép lọc thông tin tài chính của mọi ngành, cung cấp thông tin về chi tiêu hàng năm cũng như những hiểu biết sâu sắc khác về marketing cho các công ty.

 

11 TripAdvisor

 

Một market research tool quan trọng dành cho các doanh nghiệp kinh doanh mảng du lịch thì không thể thiếu sự góp mặt của TripAdvisor. Nếu doanh nghiệp đang kết nối với ngành khách sạn, hãy sử dụng trang web này để thực hiện nghiên cứu thị trường (market research) về insights khách hàng tại các điểm đến và du lịch, hoặc xác định các đối tác tiềm năng cho doanh nghiệp của mình.

 

12 Export Solutions

 

Để tận dụng các cơ hội xuất khẩu doanh nghiệp nên xem Export Solutions từ Hiệp hội Thương mại Quốc tế. Tool này sẽ bao gồm thông tin về học cách xuất khẩu, nghiên cứu thị trường nước ngoài, tìm kiếm khách hàng và đối tác tiềm năng,…

 

13 Franchise Industry Research

 

Đây là một công cụ hữu hiệu dành cho các doanh nghiệp đang và sẽ kinh doanh theo hình thức nhượng quyền (Franchise). Công cụ này giúp nghiên cứu thị trường về các khía cạnh khác nhau của ngành nhượng quyền.

 

14 Small Business Statistics

 

Small Business Statistics của Small Business Trends là một nguồn tài nguyên cần thiết để hiểu các doanh nghiệp nhỏ (SMEs). Nó có thống kê về số lượng các doanh nghiệp nhỏ theo khu vực địa lý. Nó cũng bao gồm thông tin về tỷ lệ phần trăm các doanh nghiệp nhỏ, số lượng người mà họ sử dụng, số người trung bình trong một doanh nghiệp nhỏ và số liệu thống kê theo ngành và nhân khẩu học.

 

15 National Retail Federation

 

Đối với nghiên cứu về ngành bán lẻ thì không thể bỏ qua National Retail Federation. Tại đây sẽ bao gồm đánh giá kinh tế hàng tháng với chỉ số niềm tin của người tiêu dùng.

 

Các tools trả phí

 

Ngoài các công cụ có thể dùng miễn phí còn có một số công cụ khác dù phải trả phí nhưng mức phí không quá cao dưới đây:

 

16 Survey Monkey

 

Survey Monkey là công cụ nổi tiếng hỗ trợ thăm dò ý kiến ​​người dùng hoặc thu thập phản hồi của khách hàng thông qua các bảng khảo sát điện tử. Survey Monkey có cung hai gói: gói Cơ bản được cung cấp miễn phí, cho phép có 10 câu hỏi cho mỗi khảo sát, với tối đa 40 câu trả lời cho mỗi khảo sát. Nếu cần nhiều hơn các câu hỏi doanh nghiệp có thể nâng cấp lên gói trả phí với mức phí từ 32$/ tháng.

 

17 Zoho Survey

 

Khá giống với Survey Monkey, Zoho Survey cũng các tiện ích hỗ trợ trong việc khảo sát, xin ý kiến người dùng hay thu thập phản hồi từ phía khách hàng thông qua các bảng khảo sát điện tử. Zoho Survey có phiên bản miễn phí cho phép thực hiện 10 câu hỏi và nhận được tối đa 100 câu trả lời cho mỗi cuộc khảo sát. Ngoài ra, Zoho có hơn 250 mẫu bảng khảo sát chuyên nghiệp.

 

Nếu cần một phiên bản linh hoạt hơn, đa dạng các tính năng hơn thì doanh nghiệp có thể đăng ký gói trả phí với mức giá từ 20$/ tháng.

 

18 Hootsuite

 

Hootsuite được biết đến là một công cụ lập lịch biểu trên mạng xã hội. Nó hoạt động như một cách để theo dõi hoạt động xã hội đề cập về thương hiệu và các cụm từ tìm kiếm khác nhau trên các kênh như Facebook, LinkedIn và Twitter. Gói miễn phí rất hạn chế với 3 hồ sơ và 30 tin nhắn đã lên lịch. Hầu hết các doanh nghiệp nhỏ (SMEs) và các marketer sẽ cần một gói trả phí. Mức phí bắt đầu từ 29$/tháng.

 

19 Twitonomy

 

Cụ thể hơn Hootsuite, Twitonomy là một công cụ để theo dõi hoạt động tương tác và đề cập xã hội của doanh nghiệp trên Twitter. Ngoài ra doanh nghiệp cũng có thể nghiên cứu hoạt động liên quan đến những người dùng khác với các hastag #. Nếu muốn dùng Twitter Analytics để nghiên cứu thì sẽ có mức phí là 20$/ tháng.

 

20 Pick FU

 

Pick FU không có phiên bản miễn phí (từ 50$/ tháng), nhưng nó cho phép doanh nghiệp thăm dò ý kiến khách hàng bằng cách hỏi ý kiến ​​của họ về điều gì đó hoặc bằng cách thu thập ý kiến từ việc bỏ phiếu tùy thích của họ. Ngoài ra còn có nhiều biến nhân khẩu học khác nhau để lựa chọn, vì vậy, doanh nghiệp có thể tiếp cận hầu hết mọi đối tượng khách hàng mục tiêu phù hợp với sản phẩm hoặc dịch vụ của mình.

 

21 SEMrush

 

SEMrush là một công cụ SEO (tối ưu hóa công cụ tìm kiếm). Công cụ Keyword Magic của tool này là một cách để phân tích một chủ đề rộng và xác định các chủ đề phụ thích hợp. Điều này giúp phân tích sự hiện diện trực tuyến hoặc cũng có thể thực hiện phân tích khoảng cách cho thấy những từ khóa mà đối thủ cạnh tranh đang có thứ hạng tìm kiếm và cách để doanh nghiệp so sánh. Dù mức phí cũng khá cao 99,95$/ tháng nhưng nó thực sự rất hữu ích đối với doanh nghiệp.

 

Nghiên cứu thị trường có thể giúp doanh nghiệp hiểu rõ hơn về thói quen và hành vi mua hàng của khách hàng mục tiêu. Chỉ cần thử bất kỳ công cụ nào được cung cấp ở trên và doanh nghiệp sẽ có thể hiểu khách hàng của mình một cách tốt hơn.

 

Nguồn: Small Business Trends

 

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It seems like such a simple question. “Should I do SEO or PPC?” We hear it all the time in Portent’s dedicated small business digital marketing team. “Where should I invest my time and treasure to generate the results and the revenue that will allow my new business to survive right now? And to thrive in the future?” The answer of course is: it depends. But before we try to give any blind guidance, let’s start with a 101 level overview including some resources to learn more about each channel. If you’re more advanced, we’d suggest starting with the Portent Digital Marketing Stack explorer or the Digital Marketing Stack Explained series.

 

SEO primer for small business

 

Spoiler, we’re not going to do the entire guide to SEO in this article. Instead, I recommend small business marketers start with this broader article on SEO for small business that covers a lot of the basics. Alternatively, this guide from Moz is a great primer. The team at Moz offers a whole Learning Center that explains the ins and outs of all things SEO as you get started.

 

Very basically: SEO is the marketing strategy of increasing your visibility on search engines. Search engines like Google have a variety of ranking factors that they take into account via an algorithm when deciding which page or site will rank, in which position, whenever a user types in a search or “query.” The sheer number of ranking factors alone makes this an extremely complicated and always-moving target.

 

One big consideration for small or new businesses looking at SEO is that the age of your site, the depth of content you’ve produced, and the number of other sites that link to you over time are huge indicators of trustworthiness and value for search engines. Read: if you’re new here, you’re probably not going to get a seat at the table right away.

 

Why should I care about SEO?

 

The vast majority of web traffic for most sites comes directly from the major search engines like Google. There are literally billions of searches happening each day on search engines and that number is continually growing.

 

The simple fact is that all businesses can benefit from making themselves easier to find, and search engines are the primary place where people are conducting research or actively shopping for products and services online.

 

PPC primer for small business

 

Again, we’re not going to do the entire rundown of PPC or paid search marketing in this article, but we’ll cover the basics and provide you with additional resources as a jumping-off point, including this comprehensive beginner’s guide to PPC.

 

The acronym “PPC” stands for pay-per-click, and although this simply describes the nature of your advertising agreement with any platform (you pay only when someone clicks your ad), it’s become synonymous with buying ads on search engines. You may hear this referred to by a couple of other names that are useful to know: most commonly that’s “search engine marketing” (SEM), and “paid search.”

 

The basic concept is simply that you’re paying to get your ads shown in a search results page (SERP) of any search engine, be it Google, Bing, or otherwise. There are a variety of places you can run PPC ads, but Google’s AdWords offering is the industry standard because Google has the lion’s share of the internet’s search volume.

 

Again, if you’re a little more advanced or simply in need of additional strategies to get more out of your paid search dollar, we’ve got plenty of additional PPC resources on the Portent blog. If you’re a small business, you may want to start with 11 Tips for Low Budget PPC Advertisers or How to Set a PPC Budget.

 

Why should I care about PPC?

 

PPC or paid search is a critical component of almost any digital marketing program. Ranking organically in search results is incredibly competitive and can take years, which doesn’t pencil for most businesses that need to drive meaningful revenue this month, let alone this year. Paid search advertising offers businesses of every size the opportunity to pay for visibility right now with prospective customers who are actively searching for specific products or services.

 

Sounds pretty good, right?

 

So where should I invest first?

 

The short and sometimes difficult answer is, of course, both.

 

Organic and paid traffic should both play a role in your overall customer acquisition strategy. Beyond the basic math of more qualified impressions leading to more clicks, there is fantastic research available on the benefits of showing a paid search result, even when you already have the coveted number one organic position. And if you’re not showing up in organic results, it’s a no-brainer.

 

That said, when budget and resources are tight, you still need a place to start. Let’s break down what might warrant investing more heavily in one channel over the other in the short-term.

 

When is SEO the right choice for short-term investment?

 

The seemingly obvious benefit of SEO is that organic clicks are “free.” To be more accurate, search engines won’t allow you to pay them directly to change the order of search results. Fantastic, who doesn’t like the idea of “free” customer acquisition?

 

But earning your way to a highly sought-after position in search results is not without opportunity cost. It takes significant time, energy, and resources to create the kind of digital presence that’s going to show up for any valuable search. Investments in a blazing fast site, creating content that’s truly attention-worthy, diagnosing and optimizing signals you’re sending to search engines. This effort ads up to a very real investment. Often you may find yourself going up against much bigger brands with long-running, high-quality sites. This can make sniffing the first page of Google search results a long shot in the short term, even if you’re working diligently on it.

 

Ask yourself

 

Do these pros and cons sound like they align with your immediate business needs (e.g. long-term visibility)? Are you in it for the long-haul of consistent, high-quality content production? Do you have sufficient financial runway to start this flywheel, even if it were to take several months or even years to start driving meaningful traffic or customers? Do you have the teams in place that can tackle both content production and technical site optimization? When you look at tools like SEMrush for the types of user searches you’d hope to show up for, is the competition fierce or relatively soft?

 

Once you’ve had a chance to wrestle with these questions, and if you’ve decided that SEO investment is something that fits your business from a cost/benefit standpoint, you’ll need to focus that effort. Let’s look at a few things that should be on your list for immediate action.

 

Technical SEO

 

While the age of your site, the number of other sites that have linked to you, and other things that happen “off-site” are huge drivers of authority within search engines, there are a lot of things that you do control that can add up to serious gains. From setting up a fast website at the architecture level, to fine-tuning the way you’ve organized site content, technical SEO has a huge impact on whether and how you’ll show up for prospective customers in organic search. One of the best places to start for most businesses is a technical SEO audit from an expert. It’s entirely likely that if you’re running a small business online that you have major “opportunities to improve” issues with your site. Technical oversights like sloppy or extraneous code from your old web developer, hacks to change or add functionality, rearranging content without understanding how to redirect old pages, all of it adds up over time. And all of it sends signals to search engines that your site is probably lower quality and less useful to show in a results page.

 

Identify those site-wide technical SEO issues and tackle them first.

 

Content Creation

 

Remember when we alluded to the number of other sites that link to you as something you couldn’t really control? Well that’s not entirely true. Creating and promoting content that provides incredible value for the users you want to attract is the fuel that drives your organic search effort. Once you’ve tuned the engine by fixing the high-impact technical SEO issues, it’s time to add that fuel. Strategic content production is a big part of long-term SEO strategy, in that you’ll need to identify what to write, how to make that content insanely useful, and where your users are.

 

Very simply: perform keyword research using tools like SEMrush to understand which words, phrases, and questions your prospective customers type in search engines, and then write content that addresses those questions more effectively than anyone else. Rinse and repeat. Create and refine detailed service pages that give prospects the exact information they need. Start a blog that shares your wisdom regularly with your customers, prospects, and industry. Do whatever it takes to make your site useful and significant.

 

The upshot is that if humans think your site is useful enough to use then search engines likely will too, and reward you in kind. As the flywheel builds, other site owners may see your content as highly useful too and link back to your content, creating a virtuous circle of growing visibility.

 

If you need help getting this process started, we published an ebook with exercises and worksheets to help you research, plan, and create killer content.

 

When is PPC the right choice for short-term investment?

 

While the siren-song of “free” traffic and long-term growth sound amazing, any entrepreneur or small business knows that if the register isn’t ringing today, we have a serious problem.

 

As a channel, PPC’s biggest strengths are its ability to drive immediate returns, and your ability to test or decide exactly when and how you want to appear for a prospective customer. If you hypothetically decided tomorrow that you want to attract customers looking to get a car smog tested in Fresno, California, it’s as easy as signing up for AdWords and giving them a credit card. In no time, you can be showing a highly-targeted ad to people searching “smog testing,” “smog testing near me,” “smog testing in Fresno”, etc. and paying only when users actually visit your site.

 

That said, the major drawback with PPC is the cost and the fact that it’s truly pay-to-play. You’re paying for every click to your website, and when you shut off the spend you cut off the flow of new leads. Still, compared to traditional media like a billboard where you pay for the ad space and pray that your message actually lands, PPC provides infinitely more insight into what’s working, as well as some reassurance that you’re not wasting precious dollars on all the wrong eyeballs.

 

While it’s still very possible to set up an ineffective PPC campaign if you’re new to the platform, with a little expert help that’s easy enough to shore up, and provides highly targeted and measurable flow of new business.

 

Ask yourself

 

How does this line up with your needs and goals relative to SEO? Do you need customers right now? Is your business highly seasonal so you need to ensure visibility and drive maximum traffic at key moments? Do you lack the resources to pursue a long-term SEO strategy with both high-quality content and technical optimization?

 

In our experience working with literally hundreds of small businesses, PPC is an ideal investment for most in that it produces results, creates breathing room by growing revenue, and allows us to systematically test what advertising messages resonate with prospective customers.

 

An investment and long-term focus on SEO can be challenging if you only have say a $1,000 digital marketing budget at the outset, but it will pay dividends over months and years if you can invest in it. And in those early days, even $1,000 per month can carry you pretty far with a laser-targeted PPC account. Regardless of what you choose to do: get the right help, track everything, watch your results closely, and keep striving for better.

 

The post Small Business Marketing: Weighing SEO & PPC appeared first on Portent.

 

Small Business Marketing: Weighing SEO & PPC syndicated from edkentmediapage.wordpress.com/

 

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If you’re a local business, SEO can be one of your most important sources of clients or customers.

 

Whether you’re a brick and mortar shop, a restaurant, or a service business, there’s a high probability that people are searching on Google for what you have to offer.

 

You need to make sure that they’re able to find you. Chances are, your competition is already doing this. Even if you’re the only company in town that does what you do, it’s still important to make sure you’re visible in a relevant Google search.

 

For this, local SEO is absolutely vital. It also involves a slightly different set of tactics, strategies, and priorities than national or international SEO.

 

Things like the “3-pack” from Google Maps at the top of the page, as well as reviews of your business, can play a really big role in your success. These are things that aren’t as important for a blog that has readers throughout the UK, or for an e-commerce retailer that sells nationwide.

 

In this guide, I’m going to cover as much as I can without writing a full-length textbook on the subject.

 

I’ll go over the basics of what you need to do to start optimising your business’s website, along with other aspects of your online presence, to maximise your chances of getting a first-page ranking in Google’s search results for the right local keywords.

 

Let’s get started.

   

A Word About Google’s Ever-Evolving Algorithms

 

Before I get into the nitty-gritty of local SEO, I wanted to make it clear that Google makes a lot of changes over time.

 

SEO is a pretty mercurial facet of digital marketing. Algorithm changes can make a huge difference in what works and what doesn’t, shaking things up and reorganising the search results almost overnight.

 

Some of the changes they’ve made in recent years include introducing a brand new search display format in 2015, changing options for your Google My Business page in 2016, and removing quite a few sections from their bulk upload form. And that’s just the tip of the iceberg.

   

So things change fast and often. With that said, though, these changes are usually incremental, and world-shaking major algorithm updates aren’t an everyday occurrence.

 

I’m focusing right now on what works today, in 2017. In the future, I may very well update this post to reflect ongoing changes in how Google decides what to show in its search results.

 

Getting your Google My Business Page Up to Snuff

 

Google My Business is your starting point. Before you do anything else, you need to make sure it’s optimised correctly. Make sure you take a look at their guidelines first.

 

Back in 2016, Google decided to detach Google+ pages from local search results. However, that doesn’t mean that your GMB page isn’t still important.

 

You need to make sure you’ve done the following simple but super-important things:

 

Fill out your Google My Business page completely.

   

Make sure you get your “NAP” info correct. NAP is an abbreviation we use in the SEO industry. It simply stands for “name, address, phone number.” These things are important, and they need to be consistent across multiple websites and social media platforms.

   

Choose the right category for your business. If you don’t, it could have an adverse effect on your ability to rank. Choose whichever one you feel most accurately represents your business.

   

List the right hours of operation for your business. Just a quick note: if your hours are seasonal, you’ll need to change them periodically.

   

Make sure you don’t have duplicate Google My Business pages. This can happen occasionally, and if it occurs, you need to contact Google to have one of them removed.

   

Get your Google My Business page fully verified. If you’re already verified, you’ll see a checkmark with a “Verified” stamp next to it. If you don’t see this, you need to get verified. There are a couple of ways to do this. You can do it via an automated phone call, or Google can send you a card via post. The latter can take a couple of weeks, so I prefer the phone call method. You’ll get a special claim code you can type in.

   

Make sure your page is attached to a domain email address. This may or may not matter that much, but it feels a lot more professional. You want your Google My Business page associated with “joe@joesplumbingcompany.com,” not “joeiscool1987@gmail.com.”

   

Write a unique introduction. Make it good! It can be anywhere from 150-300 words. Avoid keyword stuffing, and make it as appealing as you can.

 

Once you’ve taken care of everything, you should see your profile marked as 100% complete.

   

Auditing Your Website: Finding Problems That You Can Easily Fix

 

In this guide, I’ve decided not to cover the process of creating a website, per se. We do offer that service at Finetune, and I’ve certainly worked with businesses that didn’t have one yet.

 

However, I feel like that’s a topic for its own separate blog post. So here, I’m going to talk about a scenario where you already have a website.

   

Along with touching up your Google My Business page, a site audit is step one for a local SEO campaign.

 

This is where you look closely at what you already have in place, and pinpoint technical problems that you can fix right away. It’s also where you take a broader, more big-picture look at your best options for on-page and off-page strategy.

 

Some of the things to look at include:

 

Keyword targeting

 

Your website and landing pages

 

Citations

 

What kind of links you already have

 

What kind of reviews you have

 

Your social media pages

 

This is just a quick overview, of course. You could write thousands of words about local SEO site audits alone.

 

In fact, Moz actually did on their blog. Check out their article, “How to Perform the Ultimate Local SEO Audit,” if you want a complete in-depth look at the entire process, from start to finish.

   

Honing Your On-Site SEO

 

One-page signals are one of the biggest factors in local SEO. So this is really important.

 

One thing you want to take into account is site structure. Whether you already have a pretty good website in place, or you need a new one developed from scratch, there are a couple of key things you’re going to want to think about.

 

The number of locations your business has. Are you in more than one town or region? Do you have multiple storefronts? Are you a regional chain?

 

Do you have a separate page for each different service your business offers? (For example, if you’re a plumber, you’d want a page for toilet repair, a page for bathroom renovations, etc.)

 

Are you inadvertently targeting cities where you don’t have an actual presence?

 

If you have more than one location, you will want to create and optimise location landing pages.

 

For example, you might have a page whose URL is “www.mybusiness.com/london,” and another page whose URL is “www.mybusiness.com/brighton.”

 

You also want to make sure your NAP (name, address, and phone number) are correct and consistent across your website and its individual pages.

   

Now, we’re going to talk about what you will need to make sure you have on each individual page:

   

An optimised title tag. For local businesses, landing pages and service pages should contain your town or city, your region or province, and your target keyword. Make sure it reads naturally, though, and that it doesn’t look spammy.

   

A compelling meta description. That’s the snippet of text that Google shows below your link in the search results. It hasn’t been a ranking factor for a very long time, but it’s what people will see when they decide whether to click on your link or not. So, it needs to catch their attention and appeal to them.

   

Optimised header tags. Header tags are titles and subtitles on your page. You only want one H1. This is important. H2s basically function as subheadings. Both of these should have a couple instances of your keyword and location here and there. Again, be natural, not spammy.

   

Great copy. This part is a little tricky. While you want your keyword in the text a couple of times, the last thing you want to do is stuff it in there in places where it doesn’t belong. You want great copywriting that makes people want to buy something from you. Not sure how to do that? You might want to hire a copywriter that does this for a living. Look for someone who can demonstrate results from previous work they’ve done, and tie those results to a client’s bottom line.

   

Show your hours in a prominent place. Each landing page should have your business hours listed in a place where people can see them easily. This is more of a user experience thing than something explicitly related to SEO.

   

Include testimonials from satisfied customers. This functions as social proof, and it holds a lot of psychological importance for people.

   

Optimise your images with relevant alt text. Search engines can’t see pictures yet, but they can read a special kind of HTML markup called alt text. WordPress and other popular content management systems make this very easy to edit, even if you’re not quite sure what you’re doing when it comes to HTML.

   

Make sure your site is mobile friendly. In the wake of “Mobilegeddon,” being mobile-friendly is an absolute must if you want to rank in Google. There are online tools, including one from Google themselves, that can help you figure out whether your site works as well on smartphones and tablets as it does on a laptop.

   

Check your site speed. Speed is important. If your website takes forever to load, people won’t stick around to wait for it. You can use tools like GTMetrix to check your load time, which should ideally be less than three seconds.

   

Getting Citations

 

Once we’ve optimised your on-page factors, and created great copy and content for your site, it’s time to start looking into citation building.

 

There are basically three types of citations you’ll want to have for your business.

 

National directories

 

Industry directories

 

Local directories

 

Pretty simple, right? Now, if you’re somewhat familiar with SEO, you may have seen things about directory links being outdated.

 

This is true in some ways, but very inaccurate in others. In the old days, there really were a ton of spammy directories that existed only to house backlinks for SEO purposes. Google put a stop to that pretty quickly, but the fact is, there are still tons of real, legitimate directories where you actually want a presence.

 

Here are a few examples, so you can get a better idea of what kind of websites I’m talking about.

 

Bing Places

 

Yahoo! Local

 

Yelp

 

Scoot

 

Facebook

 

Central Index

 

Thomas Local

 

These are just a few examples of places where you can create a citation for your business. These are very general.

 

There are also directories that are specific to certain cities and towns. For example, if you’re a wedding photographer in London, there may be a local directory that lists local services related to weddings, helping couples find things like caterers, photographers, and wedding planners.

 

That’s a place where you’d definitely want a listing.

 

There are also directories out there that are specific to a particular industry. That’s also something you’re going to want to look into.

   

Getting Great Reviews Online

 

Online reviews are a factor in Google’s algorithms. Plus, they’re a form of social proof that you need to have anyway. You want reviews that are not only positive, but also high quality.

 

At minimum, make sure you have at least five positive reviews to start out. How do you get them? Well, there are quite a few things you can do to encourage customers to give them to you.

 

You can send thank you emails, ask in person, or use other strategies to get reviews on Yelp, Google+, Trip Advisor, and other platforms.

   

Checking Out Your Competition

 

At this point, we have most of the essentials in place. There’s more to link building than citations, of course, but building manual citations is the best place to start.

 

At this point, we’re going to turn to something else entirely: your competition.

 

Now, it’s possible you’re the only person in town that offers a particular product or service. Maybe you’re the only curry place in a small village, or maybe you’re a speciality shop selling dog scarves, and no one else is specialising in that.

 

But in most cases, you have competitors. And just like you, your competitors are vying for those first-page spots on Google.

 

To start crafting the rest of your long-term strategy, you need an idea of what your competition is doing.

 

Here’s what you can do to get this information.

 

Pinpoint your top ten competitors. You can do this by searching for variations of your own target keywords, and seeing what comes up.

   

Check out your competitors’ backlinks. As you probably know already, backlinks are links to a website from other websites, and they’re the most important aspect of Google’s ranking algorithms. At Finetune Digital, we use SEMRush, but there are quite a few other solid paid tools. Some of them have a free trial that you can take advantage of. You can also find free tools online, although they may not be as accurate as professional SEO software. This shows you what kinds of sites are linking to your competitors.

   

Look at your competitors’ citations. There are citation tracker tools available that you can use to do this. You may also be able to do some creative Googling to find them.

   

Look at what kind of reviews your competitors have. Are their reviews pretty solid, or are there some complaints here and there?

   

Crafting a Solid Long-Term Strategy

 

The process that I’ve outlined above is what sets the stage for a successful local SEO campaign. SEO is a long term process, and you won’t see changes in your rankings overnight. It takes a lot of time and effort, but that time and effort pay off in spades.

 

Moving forward, you’ll find yourself continuously sculpting and refining your strategy, bringing even more of the rewards that SEO can offer for local businesses like yours.

 

If you have any questions about local SEO, feel free to reach out to me at Finetune Digital. I’m always happy to help point you in the right direction.

 

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