Running SEO and PPC strategies independently is something you want to avoid. While these two marketing techniques might not seem to have much in common, they can work together to create a unified marketing strategy. When you combine SEO and PPC marketing, you will get better results. The only problem is determining how to integrate them. Share Keyword Data One of the first steps you need to take when integrating is to share keyword data. Keywords are the foundation for both these marketing methods. PPC uses keywords to create relationships with consumers while SEO uses this to determine the structure of a website and content. While the purpose of keywords is different, the data you use will be the same. Instead of having each strategy complete keyword research, this can be done once and shared. This will streamline your marketing processes, save money and ensure that both strategies are working together. The keywords that are used for your PPC campaigns, should be considered for SEO content. This will provide landing pages for potential consumers and increase your market visibility for these keywords. Sharing also creates a coordinated message that is consistent and helps with brand recognition. Have Shared Goals When you create any marketing strategy whether PPC or SEO, you need to set goals. In most cases, the goals set for PPC and SEO are the same which is why you should look at combining. As you are sharing goals, you should also look at sharing metrics. When you combine PPC and SEO metrics, you will get a unique insight into your consumers and how they behave. This data can help you adjust your marketing strategies to better suit your consumers. When this is done, you will see a better ROI and user experience. When sharing goals and metrics, you should set out an overall goal for conversions, ROI, CTR, and user engagement. While you have these overall goals, the metrics should be broken down into PPC and SEO. This will help you determine which marketing method works best for certain aspects of your business and you can focus on it. The information obtained from these shared metrics can also be utilized for social media marketing and email marketing campaigns. Remove The Silos In many businesses, PPC and SEO teams work in silos which is a problem. This will isolate critical information and will reduce overall productivity levels. It is important that you take steps to remove the siloes to create your integrated strategy. While you are removing the silos for PPC and SEO, you should look at your other marketing strategies as well. If any of your other marketing works in a silo, this has to be removed. Creating one integrated team for marketing will generate better results than teams working in isolation. This is due to the data each team generates being able to help other teams. Using data from SEO or PPC alone can provide valuable insights, but will not be as comprehensive as combined data. When you combine the data from PPC, SEO, email marketing, social media, and PR, you will be able to make better cross-channel decisions. Justifying actions will also be easier and you will often be able to understand your potential customers better. Optimize Your Landing Pages Once you have your goals, metrics, and teams in place, you need to look at optimizing landing pages. This is a good way to integrate PPC and SEO. The landing page is where your PPC adverts are going, but they can also end up in the search results when properly optimized. This provides you with 2 channels to get leads. When you optimize your landing pages, you will need to wait for SEO data before you start PPC campaigns. The data from the organic users will help you determine who to target with your PPC campaign. This will reduce expenditure and increase CTR as your adverts appear before the most qualified consumers. There are many steps you can take to integrate SEO and PPC. Approaching this with a holistic view is the best solution as you will create goals and strategies that make use of both. If you already have separate teams for this, you need to remove the silos around them and share as much data as possible.
According to Google, the top Google ranking factors are keywords, site speed, on-page optimization, and backlink profile. However, Google doesn’t view these factors as individual pieces, but together all of these factors make up the main ranking algorithm. So how do you get your website to rank at the top of Google’s search results? The answer is pretty simple. Publish awesome content that people want to see and that is optimized for Google to read! Awesome Human Content How do you develop awesome content that people want to read? The most important thing is to focus on the customer and what they want to read. So how do you do that? By learning what the top problems your customers are currently experiencing and how to address them. And how do you find out what their top problems are? Well, you first must identify who your customers are and then being to think about what they need. So to put this in order: Identify who your customer is What problems are they experiencing Write content that provides answers that directly correlate with the problems they’re having Writing the content Here are some things to think about when you begin to write out content this way. You should think about their moments of need. You should think about what they want to see on your site. You should think about what motivates them to go through that journey. Write a complete article that covers the topic in-depth. It should start with a pre-determined topic and add more depth by adding related subtopics. Make sure it covers a topic thoroughly. You want to deliver excellent information that promotes you as a source of authority in the lives of your customers and prospects. When they have a problem in this area, you want your website to be the first place that they turn to. If you can create content like this, your SEO will naturally fall into line. Optimized for Google Content Google is a computer — this is one of the most important things to remember when working on your website’s SEO. What does that mean? It means that Google can only determine what your website is about, by the content on your website. Google can not read your mind, so things have to be clear and well defined to let Google know who you are and what your website is about. Understand Your Keywords This starts through thorough and complete keyword research. You need to understand the keywords that you will be targeting with your site’s content. What is a keyword? Think of a keyword is any one-word or phrase that someone would put into Google to search for something. When Google’s Bot comes to your website, it is analyzing a wide range of factors. These factors are then used to determine the relevance and trustworthiness of your website. This is why it’s very important that you are optimizing all your web pages to be relevant for a given search query. You need to know what keywords customers use when searching for what you sell. Then you need to make sure your landing pages and pages can be optimized for maximum organic search engine rankings. Keyword research is one of the key processes of on-page optimization, which is why it is a crucial part of any SEO campaign. How Do You Do SEO Keyword Research? Now that we have covered the terminology, techniques, and strategies that will help you produce the best results, let’s dive into the actual process. The first steps are to get a good understanding of a search phrase or keyword you are wanting to target. Here are some key benchmarks that will give you a better idea. Search volume: The number of searches per day. High search volumes indicate that many people are actually using the search engine to search for a keyword or search phrase. You really don’t want to target search phrases that people aren’t actually searching for. In the end, you may get your website to rank for those terms, but if no one is actually searching for them, then what’s the point? Click-through rate: The percentage of people clicking on a link or a call-to-action that leads to a conversion. Number of links: The total number of links pointing to a page from which a visitor navigated to the destination URL. Unique visitors: The total number of unique visitors who viewed a page. Ideally, you want to have a healthy mix of these types of signals. While most users will ignore a few, they’ll still be intrigued by the next clue on their search journey. By combining this data with emerging market trends, you can expand your brand’s targeting. Finding Target Keywords There are many methods to identify your target keywords. You can do it by hand, with tools like Keyword Planner, Google Keyword Planner, and AnswerThePublic. From there, you can create a content plan, decide which keywords you want to rank for, and even research and compare yourself to competitors. One of the best ways to research keywords is by clicking on a ranking website in the Google search results. This is a good way to start spot-checking and learning more about what your competition is ranking for. Then, start narrowing down your list of target keywords. If you’re stuck, check out something like Google Trends. Google Trends tells you the current top-ranking terms for any given query. Then, you can see how much traffic the top-ranking pages are getting using Keyword Planner. That data is great for figuring out what topics you should cover on your page. In the end, the most important aspects of SEO are creating content that is relevant and beneficial for your target market. Ideally, it will answer a question they have or provide a solution to a problem they currently face. Secondly, then optimize that content so that Google understands it. Think of Google like you would a person who speaks English as a second language. English is not Google’s first language. So make sure that things are very clear, even if at times it seems redundant. It may also be beneficial to think about Google as a seeing impaired person. If you couldn’t see the images, logo, and layout of your website and could only hear the text on your page. Would it make sense and would you know what your website was about? If you take this advice to heart, you’ll take your search engine optimization strategies a long way!
The following article was written by a blackhat SEO. I decided to post it here so that we can go over the article together and bust some really bad blackhat SEO. You want to get the most from your SEO and you are going to try whatever you can. You can try some black hat SEO tactics that will improve your search engine rankings. The black hat tactics are ways that you can improve your rankings but the search engines do not approve of them. You can try your luck at them to increase the traffic to your website. Sneaky Black Hat SEO Tactics That Will Actually Help HURT Your Search Engine Rankings These are looked down upon by the search engines, especially when Google will be in charge. You may utilize them at your own risk and they have been shown to benefit people in some ways. You will see an increase in your rankings depending on how you go about using these tactics. Here are a few of them that you can try: Hidden Text or Links You can use hidden text and/or links in your website copy. This will direct the traffic to where you want it to go. Be sure that you have it set up properly because you want to see your rankings get the boost that you need. This technique can potentially work, but it depends how you are “hiding” the content. If you are putting white text on a white background or making your content so small that no one can read it, well, that’s not going to work. You’re website will get penalized for that. However, you can utilize tabbed or accordion content to minimize how viewable the content is. Google has recently come out stating that they do view and parse content that is inside of tabbed or accordion elements on your website. Utilizing these types of elements can be a really good way to boost up keyword rich content, without hurting the look of your website or doing something that is going to cause Google to penalize your website. Content Automation Use content automation so that you are constantly having a lot of new information out there. Since the search engines will pick it up, make sure that you have it scheduled correctly to get the most benefits possible. Most people would use content automation using spinner software. Spinners take content that’s already on the web, put it through a formula that rewrites the content so that it’s unique and then posts it to your website. Typically this isn’t a good idea as spun content is really easy to detect and will often trigger a Google flag against your website which will decrease your rankings. If you’re just wanting to keep your website’s content fresh, I would recommend signing up for a content writing service that utilizes low quality writers. This content will not win you any awards, but it will be unique, pass copyscape, and as long as the writer puts the content through something like Grammarly it will visually look alright. Doorway Pages Some people have used doorway pages and have seen results. You can try them out to see how they work for you. A doorway page, is a page that’s put on a website simple to rank for a particular keyword, but doesn’t really offer any valuable or unique content. So it would be like making 20 different pages, all with pretty much the same content and then adjusting titles, headlines and keywords so that each page can rank for something different. A number of years ago there was a lot of fuss that Google was going to start cracking down on doorway pages and so a lot of people stopped using them. I’ve seen mixed results with this and think it actually works well more than it doesn’t. However, this is something that would be easy for Google to adjust their algorithm for and so it’s better to keep each page on your website unique. If you’re pressed on time or budget, but want to get the same effects of doorway pages. Just take your content, hire a writer to rewrite your content so that it’s unique and passes copyscape. Then just keyword optimize it and you’ll have the same effect. Depending on your content length the rewrite may cost you $5 or so, but will be worth it. Cloaking You may want to try cloaking. It’s not as common as the other black hat techniques are. If you are good at it, you may see your rankings improve. Cloaking is the process of showing different content to Google than you show to your website visitors. Most people who use this are spammers, scammers, and virus distributors. There really isn’t any real beneficial reason to use cloaking in your SEO tactics. Best just to avoid this one. Keyword Stuffing If you want to keyword stuff on purpose, you will see that your rankings will increase. Many people do not even realize that they are doing this until they are called on it but if you can do it from time to time, you will see results in your rankings being improved upon. Keyword stuff like it used to be done doesn’t work any more. Google is smart enough to detect it, but you can still use a variation of this process through good keyword research. Instead of using the exact same keyword over in your content, find out all of the variations of your keyword and then use all of those variations in your content. As long as your content reads decent Google will read this as highly relevant content to the keyword your focusing on. Sneaky Redirects You can get creative when you use sneaky redirects. These will be hard to notice and they will provide you with ways to get people to know more about your products and services. Have them placed throughout your website so that they are not seen right off the bat so that you can benefit from them easily. Kind of like cloaking, I don’t see any SEO benefit to this tactic. Just don’t do this one. Link Schemes When trying link schemes, you will most likely learn from trial and error. Do some research to find out what schemes are popular for use. They may be complicated to do so opt for the simplest ones that you can find. See what you can come up with when you link in various ways. This is known to show an improvement in rankings. In Google’s opinion, any link buying would be considered a link scheme. However, backlinks are still the foundation of awesome SEO and buying links are some of the best ways to get good backlinks. Bottom line with this either build your own resource websites that can link back to your ranking website or find real blogs and websites and reach out to them on how you can post content to their website. Many of them will respond with a price that you can pay and you’ll get a blog post with a link back to your website. When To Use Sneaky Black Hat SEO Tactics? If you […]
On-page optimization for your targeted keywords is one of the most vital aspects required to gain a high ranking on Google. The rewards of getting your web pages ranked highly for the right key phrases could end up being pretty lucrative. Knowing how to properly optimize your site for those keywords does not have to be hard, but most online business owners never learn the basics. Well, in this read, we are going to be shedding light in that aspect. Keep in mind that Google is always trying to give its users the best and most relevant information for the keywords that are being searched. They achieve this through an algorithm that determines the quality of your website towards the targeted key phrases with variables that they believe are essential indicators. They utilize bots known as spiders to assess your website in order to determine the variables in your website. If you wish to achieve a high ranking on Google, you need to first fulfill the requirements of this algorithm. There are numerous requirements needed to prove that you’re the ultimate choice and only the company knows what the algorithm exactly uses to determine the variables. However, after years of online marketing, it is easy to make an educated guess of what’s important. Over the years, the company has revealed some of the important aspects of ranking on Google. The keyword that you pick will play a crucial role in the success of your rankings. It needs to have an adequate amount of searches in order to actually get traffic from the rankings you achieve. It should be a term that people are searching to find information on the products and services that you’re providing. That being said, here are a number of areas on your website that you need to use the targeted keywords: Top Place To Put Your Keywords 1. Title – this is the term that will appear in the search engine. Placing your keyword here is not just important for the rankings, but ideally helps users determine whether or not to click on your website. 2. Content – the content on your website should utilize the targeted key phrase as well. This is an area where you do not want to overdo things. Keyword stuffing is one of the reasons some websites get blacklisted. Stuffing keywords does not make grammatical sense and this results to a poor user experience, which is the last thing you want. 3. The URL – another great website optimization technique is using the keyword in the site’s URL. Having a domain name that matches the keyword has proven to be an excellent way to boost rankings on Google. 4. Site Description – When you conduct a search on Google, you always see the website title and description in the results. This is another key section to include your primary keyword. If you’re using HTML, you can edit the description in the META Description Tag. Other areas that you should include your primary keywords include the image information, header tags as well as the links to other pages of your website. However, optimization techniques do not stop there. Here are a few other things you should do to rank well on Google: Create a Sitemap Sitemaps are excellent for helping your rankings as it makes it easy for the bots to find all the pages on your website. They are ideally quite useful for helping users find all your content. Provide Quality Content Optimizing your website for Google is all about making the search engine believe that your content is the best in your niche. So, why not create the best content on the keywords that you are targetting for? Google is constantly getting better at knowing what’s the best quality content. Give relevant and useful answers to questions related to your keywords, post the best diagrams, videos, etc. This will not just help Google recognize your website as the best, but the viewer as well. Have a Mobile-Friendly Website Nowadays, one of the ways to ensure that you get good rankings is to have a site that is usable on mobile devices such as smartphones and tablets. This is actually an aspect that the search engine giant uses to rank websites and so, you’ll want to pay attention in that regard. These are just a few of the recommendations that you should put in place to optimize your website for Google. Putting these tips in place will help your website’s rankings.