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23rd
MAR

Best for Your Business Long-Form or Short-Form Content

Posted by peterzmijewski | Filed under Seo Techniques

This means there is no universal rule when it comes to the “best length” of website content because it depends on your audience, your product, and your business goals.

Let’s Define Long-Form and Short-Form Content
Just like there are different types of content (blogs, YouTube, podcasts, etc.) you can use to reach your audience, there is also a science behind choosing the best length of copy.Long-form content is typically 2,000 words or more.This type of material is usually seen as whitepapers, e-books, and how-to guides.Short-form content is typically any written copy that is around 1,000 words.Things like social posts, blog posts, and emails are great examples of short-form content.

Does Copy Length Matter?
Long-form content and short-form content are just tools marketers can use.Neither tool is necessarily better than the other, but each should only be used in specific situations and for a particular reason. Whether you are looking to produce relevant content for an e-book or you want to write content for a page on your website, you need to consider the interests, purpose, education, and intent of your customers.

Here are some times when long-form copy is best for a marketing strategy:
*High-end products and services that are on the higher end of the price scale
*Goods and services that require more commitment to purchase
*Business-to-business sales often require longer copy because the purchasing cycle is complex and very long.

At the same time, there are times when short-form content will have the most impact on your marketing efforts:
*When your readers are familiar with your business and trust your products and services
*Less expensive or commonly used products often benefit from description pages with short-form copy.
*If your customers have already qualified themselves as ready to purchase from youSome forms of content require short content (PPC ads, email subject lines, etc.).

You Find the Best Length for Your Copy
Since there is no rule for the best length of content to use in all situations, you can use some principles to determine the best length of content for your given situation.

1.How Much Do Your Customers Know?
Long-form copy can significantly outperform shorter forms of content when your readers need more education about your products or services.This is because long-form content provides more space to share your information, and you will see this used a lot on product description pages and new product launches.n cases where your customers don’t know much about your offering, it might be best to use long-form content because it is perceived as more valuable and trustworthy.However, if your readers are familiar with your brand and products then you should use short-form copy to increase your conversion rate.

2. How Interested Are Your Readers?
Your audience comes to your content with a pre-existing interest in your offer.Readers with a higher level of interest are more likely to read lots of information and details about the product before buying.However, if your readers are not interested in your offer then you will likely want to use short-form content to capture their attention and not smother a conversion under thousands of unnecessary words.The length of content depends on the enthusiasm your audience brings to the table.This is precisely why you should consider the intent and interest of your audience before choosing what types and length of content to produce. You can look at metrics like Time On Page,set Events, and refer to the User Flow in Google Analytics to learn more about the interest of your audience.

3. What Resources Does Your Business Have for Content Production?
It takes time and resources to make excellent content that is relevant to your customers.It goes without saying that it will take more time and resources for your team to make long-form content compared to short-form content.This is why your business needs to prioritize the type of content you produce based on the needs of your customers.The bottom line is that your online content needs to be entertaining and valuable for your readers.Google continues to tweak their algorithm to deliver relevant content to their users.This means you should mimic their strategy and produce content, regardless of length, to meet the needs of your readers.

4.What Is Your User Intent? Use Keywords to Mimic Their Intent
Once you identify the length required for your content, you should work to develop a set of keywords to integrate into the final production.These keywords should match the intent of your customers because these keywords will signal search engines that your content is relevant and you will rank higher in search results.Along with keywords, you can also bump the SEO value of your content by using sub-headers.

5.What Are Your Business Goals for the Content?
Finally, think about your business goals when deciding on the proper length of content.Even though I put this question last, it is crucial because your goals matter.Since you will be spending time and resources to produce content, you should think about why you are making content in the first place and what you consider a goal of your business.Since both long- and short-form copy have their positive and negative attributes, your business can benefit from considering how short-form copy could hurt your business goals.

Making the Best Choice for Your Business
Now that we have discussed the differences between long-form and short-form content, be sure to choose the best length of content based on the needs of your customers.At the same time, consider the context of purchase,so you integrate various elements of a conversion into your decision.

Source:Searchenginejournal

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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22nd
MAR

SEO Mistake Is Lack of Distribution

Posted by peterzmijewski | Filed under Seo Techniques

One of the most common mistakes I see amongst companies investing in SEO is that they’ll write 4-5 internal blogs per month.

Why External Content is Crucial
I’ll give you the CliffsNotes version.Google views your site as authoritative when other sites link back to it.They don’t want to see a site that is spammy linking back to your site.If you try and manipulate the system, you can get hit with a Google penalty and your site won’t rank at all.You don’t want this.

Distribution
When a company with a low domain authority writes 4-5 internal blogs per month, nobody is going to see the content.If you have a decent domain authority and you are writing great content,there is a good chance it will get found on Google’s search engine, which is exactly what you want from an internal perspective.You have to make sure your site has enough authority and credibility for your blogs (and your site) to rank.

Key Ratio
For every one hour your business invests into SEO, 45 minutes should be spent looking for distribution and 15 minutes should be spent writing the content.If your website ranks for long tail keywords for every blog post you write, you can disregard this ratio.For the majority of sites that are having trouble ranking, this is where your focus needs to be.

Harold’s Hockey Shop
Let’s say Harold just opened up his hockey store in downtown Columbus.There are 10 other local hockey shops around town that he has to compete with.His ultimate goal is to get on the first page of Google search results.This is a tough task considering his website is brand new and he is competing against hockey shops that have been in business for 10-plus years.If I were managing Harold’s SEO, before ever writing an internal blog post, I would reach out to the following types of publications to start my distribution strategy.

Outreach Strategy
*Local blog on the Blue Jackets (Columbus’ NHL team).Harold is a huge fan and could contribute valuable insight.
*National e-commerce site like TotalHockey.com where Harold could contribute content to their blog about the top skates for high school players on a shoestring budget.*Local newspapers and media outlets where Harold could eventually be used as a source for pond hockey and ice skating related quotes.

Focus on 4-5 external blogs
If Harold was able to forge relationships with 4-5 relatable sites like the ones mentioned above per month, he would not only be reaching his target audience with quality content, he’d likely get valuable links pointing back to his site.He would also gain awareness for his brand and he could generate referral traffic from his brand name being mentioned within each blog post.Harold will still need to make sure the foundation of his site (on-site SEO) is in good shape and the user experience is top notch. He needs to submit his local address to a local directory,like Moz Local or Yext.Contributing external content is just one piece of the pie.Yet it might be the biggest piece of the pie that is most overlooked.

Source:Entrepreneur

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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21st
MAR

FAQ Of Content and Search Marketing

Posted by peterzmijewski | Filed under SEO Guru

Today, you can find FAQs on all types of websites, from local “Main Street” shops to globalmultinational corporations and everything in between.FAQ pages help people find answers to questions — and in doingso, can help improve customer service and the user experience.

For small manufacturers, a general FAQ page can provide answers to standard questions such as:

*how to place an order, or if a minimum order exists.
*what credit terms are.
*how to schedule a tour of the facility.
*how shipping works (e.g., “Do you ship worldwide?”)
*what your industry certifications are (e.g., ISO.)
*how you handle custom orders or applications.

But FAQs can cover much, much more than standard business questions; they can also provide information related to products, services and processes.For example, doing a search for, “Metal stamping frequently asked questions,” turns up a fair number of FAQ pages for various companies,but I particularly like this one from Advantage Fabricated Metals.What my agency likes about FAQs like this is that they deliver so much value —especially with regard to content and search marketing.

1:FAQs can be repurposed for e-newsletters, social media and moreBecause they’re so easy to create, FAQ pages make fantastic cost-effective content for small manufacturers — and the reason is that they don’t require the outside expertise of a copywriter or marketer.What I like about FAQs pages, however, is that they can be repurposed, an important benefit for small manufacturers on tight marketing budgets.E-newsletters:we first created content for an e-newsletter and then repurposed it into an FAQ for the website.But you can start with an FAQ web page and repurpose it into an e-newsletter article or create a brief Question/Answer blurb for the newsletter and link people to the full page.Social media:Repurposing FAQs for social media is easy:simply take a question/answer and use it to create content specific to the platform.Don’t forget to include a link back to the FAQ page!More detailed PDFs:The PDF had been formatted to look like a four-page brochure and included all the FAQs, plus illustrations relevant to the topic I had been researching.The benefit of a PDF like this is that prospective buyers can save it to their desktops and/or print it out.Posters:Whenever I walk into client work areas,I’m always surprised by the number of posters hanging around.No, not NASCAR or other sports, but posters provided by suppliers that contain useful industry information (thus they tend to hang around for a long time).

2:FAQ pages can help with organic search rankings
A small manufacturing client wanted to increase the company’s exposure for a specific product it manufactured.After some preliminary research, we discovered the information provided by other industry websites, including Wikipedia, was downright terrible and highly inaccurate.Based on our findings, we created multiple FAQ pages related to the topic and grouped them together on the website.In total, we created three new FAQ pages and then linked the existing service and product pages to them and vice versa.We also used the FAQs as the basis for the monthly newsletters and content for social media.

3:FAQ pages can be used as Sitelinks for AdWords
At my agency, we don’t like seeing content serve only one purpose; so when this same client initiated their AdWords program, we used two of the FAQ pages for Sitelinks.We were pleasantly surprised to see one of the Sitelinks get clicks — in fact, it got 10 percent more than the standard RFQ Sitelink we had also included (because “everyone else had one”).In conclusion…FAQ pages are the unsung workhorses of content and search marketing.While any company can create FAQ pages, they’re particularly beneficial for small manufacturers because they’re easy to create and provide maximum bang for the marketing buck.

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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20th
MAR

Establish a Strong Social Media Team

Posted by peterzmijewski | Filed under SEO Guru

Every company needs to be concerned about how they appear on social media channels.It isn’t just enough to have a presence — you need to have a complete strategy for brand awareness, a team that understands how to represent your company, and plans in place to avoid disasters.

1.Establish Company Values That ALL Employees Abide By
Company values are really the basis for everything that happens in a company.Just a few things these values will determine — who is hired, how employees are treated, how customers are treated,how teams will work together,and how employees are expected to behave at all times.Every decision by every employee should be impacted by the values of your brand.The customer goes online and leaves bad reviews about the company.Or,the customer reaches out on social media and the social team has to try and fix the problem (which can causeturmoil between departments).The customer may even record the conversation and post it on YouTube (it happens).The customer could write articles, do a review video, call the news…you are looking at an online reputation management problem you don’t want.This could all be avoided by setting the values you want to be reflected by every employee ahead of time.Remember, setting expectations and establishing values ensures consistency for the long-term.No matter how much time passes or how much employee turnover occurs, you want to always be a good company to work with.

2.Hire Based on Company Values
When researching employee candidates, my recommendation is to go beyond scanning their social networks to see if they are an appropriate fit.Dig deep into conversations they have online.Don’t just look at tweets, look at the “tweets and replies.”How do they act when they think not everyone can see their comments?

Find the date when they left their last job and use it in Twitter advanced search to see how they talked about the company they left.Check Facebook conversations with friends (I check their recent friend pics and review conversations).Drunken pics don’t matter; what matters is their behavior overall.When interviewing, give them mock scenarios and ask them to explain why certain things may be offensive, like the following social shares.If they can’t tell you what is wrong with them they might not be a good fit for your company.

3You MUST Have Disaster Protocols in Place
No one expects a disaster, but they do happen.Sites are hacked, servers go down, high-level employees get arrested and end up on the news…things happen!Break down what needs to happen in differentsituations — what do you want said, what departments do you want them to contact, do you want it documented, etc.

Here are good protocol starting points:

*Crisis Management
*Complaints
*Trolls
*User error
*Support / Help / Questions / Requests / Suggestions
*Billing issues
*Website issues
*Avoiding sharing from personal accounts

Lastly, create a contact guide for your social team with cell numbers of those running different departments so they can always reach someone in an emergency.This is especially important if you have a remote team.

Do Your Company a Favor, Create a Strong Social Team

If your company wants to create a strong social and community team that will protect your brand,the best thing you can do is to have values that will make your brand memorable, create a team that will protect your brand, and have disaster protocols ready — just in case.

Source:Searchenginejournal

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Tags: , , , ,

18th
MAR

Marketing Is Great For Your SEO

Posted by peterzmijewski | Filed under Seo Techniques

Many marketers strive to align themselves with influencers because this kind of engagement has been proven to rapidly expand brand visibility for many businesses.With influencer marketing, a much larger audience is suddenly exposed to your brand, which often results in a significant spike in traffic that can lead to more subscribers,followers, and leads.An even greater benefit of influencer marketing that some folks miss out on is the long-term SEO improvement.

1.Expanding your link profile
As much as Google’s algorithm has changed in order to eliminate junk listings from search results,backlinks are still important when it comes to determining your position in the search results.This is a primary reason why guest posting has gained popularity, as marketers and brands create content topublish on the sites of influencers or influential brands.When you create content with the purpose of generating targeted referral traffic, providing value to an extended audience,and improving your reach, you’re also generating organic and natural links that will enhance your backlink profile in the search engines.

2.Growing site traffic
I mentioned how influencer marketing can generate significant traffic for your site.This traffic typically comes from referral links, but you could see an increase in direct traffic as well.This was confirmed by the Moz study referenced above, in which traffic is the fifth most influential factor on the algorithm.Guest posting is just one way to generate traffic.When you form connections and build relationships with influencers, they will share your content across their social channels,where it will be picked up by your audience.

3.Bringing the content home
A good relationship with an influencer isn’t developed quickly, but it can bring a tremendous amount of value once established.While many of the top influencers tend to be incredibly busy,you may be able to get a guest post on your own site from a mid-level influencer with a growing audience.Not only will you gain the benefit of a traffic boost, but that content could also start generating inbound links.Other people will likely curate that content and link back to it, or quote the influencer in their own posts or to link back to your content to cite facts and statements from the influencer.

4.More visibility with video
Take this as a solid opportunity to work with an influencer to produce more than just blog posts.Diversifying your content not only expands your reach to different audience segments, but it can also give you more of that coveted first page real estate in organic search.A video interview with an influencer, audio from a podcast, or interview segments divided into slides with striking visuals can give you a significant bump in search visibility.While these efforts won’t contribute directly to the search visibility of your site, it’s always a good idea to have other entry points into your funnel, such as videos.When the influencer’s audience searches for content related to that influencer,they’ll find your videos optimized and co-branded, which will ultimately give your own brand a lift among thosenew audience segments.

Working with an influencer in the ways I listed above can give you a lift in organic visibility, but you shouldn’t approach influencer marketing as a means of “using” or “leveraging” the influencer.The best results will come from a mutually beneficial relationship where respect is established.

Source:Entrepreneur

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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16th
MAR

Your SEO and Content Teams to ‘Play Nice’ Together

Posted by peterzmijewski | Filed under SEO Guru

The growth of content marketing has created a permanent shift in the way marketers view SEO.Rather thantaking a purely technical approach to link-building, many SEO agencies are now expanding their services to include content production and promotion as a way of supplementing other ongoing optimization efforts.

Content marketing also has very different goals from search optimization.While SEO primarily attempts to improve visibility and acquire new customers, content marketing covers a multitude of goals, including new acquisitions,customer service, lead nurturing, PR, social engagement boosts and more.

1.Find a balance in quantity and quality
Your content team will want more quality content, but the SEO team might be more focused on quantity of output.The more content your teams can produce, the greater your company’s chance will be for showing up in search results for a wide range of search terms the team is targeting.Unfortunately, there is a ceiling for how much content you can produce before something gives out.If you focus too much on quantity, the quality of your content will take a hit as your teams struggle to produce more and more.

2.Focus on evergreen content.
SEO wizards have one job to do: build organic visibility to keep traffic flowing in.Your content team needs to align with that goal by producing the right kind of content.Jumping on trending topics and industry news can provide a significant spike in traffic immediately, leading to brand lift and new lead acquisitions. Your team should prioritize content that is highly useful to readers and contains actionable advice around those pain points.It’s critically important for SEO and Content to team up in this area, because it creates a beautiful traffic loop that has long-term benefits for your brand.As evergreen content grows traffic, gains links and deepens engagement,the search engine will eventually serve it more often for relevant searches.

3.Incorporate keywords.
As mentioned above, your SEO team should already know which keywords will improve visibility,but these keywords have to be used if you want to be seen.It’s not uncommon for content writers and marketers to balk at injecting keywords into content.Rather than pushing a writer or your content team members to pigeonhole specific keywords into their writing, let them produce the content that most naturally targets the audience.This method should creatively slip in some of the target words and phrases the audience searched for.

4.Review and reporting
This includes generating traffic, engaging the reader, contributing to conversions and ultimately pulling its weight in the funnel.Those reports need to be shared with the content side of your business. This way, both teams will recognize which topics or formats have the most significant impact and which of the poorly performing approaches need to be eliminated from the content strategy.

Conclusion
SEO and content marketing, you’re dealing with two very different disciplines that should operate together, since many common goals are shared.The success of one team greatly depends on thecontributions and dedication of the other.Whether you’re working with in-house, remote teams or a combination of the two, know that teamwork and consistent communication are crucial.

Source:Entrepreneur

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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15th
MAR

Hijacked Google’s SEO Guide Search Rankings

Posted by peterzmijewski | Filed under Seo Techniques

We perform many tests internally, both for our SEO Spider software and as an agency for clients.This particular experiment was purely for fun to highlight the issue we discovered, without the intention of hurting anyone, or indeed for any profit.We have now ended the experiment and removed the content.

Background
We had previously been in touch with Google after noticing some strange behavior in the search engine results.While their SEO starter guide PDF was ranking for relevant terms like “SEO” and “google SEO guide,”something wasn’t quite right….For the searches we performed, the listing for the starter guide PDF would appear, but it would link to various other websites that had uploaded it rather than to Google’s own website.So Google wasn’t ranking its own page for some reason;other websites appeared instead, using Google’s content.

We decided to look into why Google’s page wasn’t being indexed and other pages were seemingly showing in its place.We noticed Google appeared to be using a 302 temporary redirect on their search engine optimization starter guide, which is hosted on a separate domain.Google was not using “noindex,” nothing was blocked via robots.txt, other content was indexed on the subdomain, and they didn’t appear to have any conflicting directives with canonicals or anything else on the page, or within the HTTP header.Obviously, the Screaming Frog website is not as authoritative as Google, but far less authoritative websites had already replaced them previously,due to the issues described above.

The experiment
We decided to run a short-term experiment and simply upload Google’s SEO starter guide to our domain.We then got it indexed via Google Search Console and forgot about it.A week later, we noticed we had hijacked Google’s own rankings (and any previous hijackers, due to our higher “authority”), as their algorithm seemingly believed we were now the canonical source of their own content.Our URL would return under a info: and cache: query for either of Google’s URLs.We were expecting this to change — for Google to become the canonical again and our page to drop out of the rankings.Up to five days later, we were still there, alongside Google in the search results for thousands of search queries.Then, our PDF disappeared from the search results, and we ended the experiment fairly swiftly.

Closing thoughts
First of all, we don’t recommend messing with other people’s content.This is not a viable strategy or tactic for gaining higher rankings, merely an unusual and interesting case study.It can be very difficult to draw conclusions,as we can’t always be sure what other factors or unknowns might be in play.

1.302 redirect not (fully) to blame
While we initially believed the 302 redirect might be the root cause, I know Google is adamant that there are no issues using 302 redirects. We believe there are some contributory reasons around how the files are hosted.

2.Use canonicals
It’s very wise to use canonicals to help with indexation.As soon as Google updated the PDF’s HTTP canonicals to a single URL, it was immediately indexed.Using a crawler, you can scan your site for missing canonical link elements or canonical links in your HTTP header.

3.Although rare, hijacking can occur
A page’s rankings can be hijacked by another domain that uses identical content under specific circumstances,such as problems with indexation or being a more authoritative source.

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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14th
MAR

Brand Marketing

Posted by peterzmijewski | Filed under SEO Guru

There is a lot of confusion around brand.It’s one of those words widely used but not widely understood. Is it just a logo, a color palette and a trendy sans serif font? Or is it bringing clarity to your offering and perception in the market?

Just what is brand marketing? And can it be measured?What brand marketing is not is slapping your name and logo everywhere with the hope the carpet-bombing exposure is sufficient to sell your product.What it is not is tattooing your logo on someone’s forehead.“That’s branding, but that’s like branding with cow and cattle back in the day for ownership and territory,” said Paige Musto, Act-On’s senior director for corporate communications.

“Marketing is more than just acquisition of net new leads” Musto said.“It’s more than just generating the end results of new business.”This kind of oversimplification shortchanges what marketers are doing across the entire buyer’s journey.As a counter to this generalization, Act-On is releasing a series of videos styled in the Big Short way of using metaphors to humorously explain Brand, Demand, Expand and how marketing automation can help marketers adapt to the ever-changing buyer’s journey.

How marketing automation helps brand marketers
Musto’s brand team at Act-On is typical for a mid-sized B2B company.They manage analyst and press relations, corporate and internal communications, events, social media and all the components to brand identity.But real life — and your buyer’s journey — doesn’t recognize the fixed borders of Brand, Demand and Expand (also known as the Attract, Capture, Nurture, Convert and Expand stages in a lead life cycle).Instead, one often affects the other.For example, a successful Expand marketing program results in your customers renewing and upselling, as well as becoming advocates for your company and brand.And marketing automation can help brand marketers in several ways: brand identity management, social publishing, press release attribution,corporate and internal communications, event management and influencer relations.

Brand identity management
You can use your marketing automation media library to be the repository for your brand’s logo,website headers,footers and other templates, and other branded assets.That’s where your Demand and Expand teams can go to grab resources when building a landing page or creating an email.And with Act-On Anywhere (a Chrome browser app), your marketing and sales teams can access brand elements even as they work in other applications.

Press release click attribution
You can also use marketing automation to create trackable URLs for press releases that will help you measure press release engagement and see how they contribute to your sales.Corporate/internal communicationsJust as you would send a newsletter or other communication to a prospect list, you can do the same for your internal communications and track employee engagement on corporate/HR campaigns.

Event management
You can create an automated workflow (save the date, official invite, seats are limited, registration responder and reminders), then reuse and refine the workflow for the next event.

Influencer relations
“As a PR person or a brand person, you have your list of stakeholders,” Musto said.“These are typically the influencers you want to get in front of.You want to nurture them just like you would a potential buyer.“But the outcome would be a mention in a research report or a quote in a key publication, or a written article about your company.The end deliverable is different.It’s not a dollar revenue thing; it’s qualitative storytelling that you’re looking to get out of them.”“The system does a great job at being able to score, segment, and track all stakeholder types,” she said, “just like you do with your prospects and customers.”

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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11th
MAR

You Need to SEO Basics

Posted by peterzmijewski | Filed under SEO Guru

That’s a lot of tips to wade through when trying to figure out the focus of your SEO strategy. What’s more overwhelming is that’s just one search.Each year there are new posts of list of the “hottest” tips and tricks that are “guaranteed” to work.While many of these tips are great, to really see results, you need to have a good foundation.In this post, I want to talk about getting back to the basics of SEO and why they are essential to long-term success.When it comes to optimizing your site for search, the basics are some of the most important,yet often overlooked, aspects of SEO.The recent push of “content is king” has also caused many to forget the essentials and just focus on content distribution.

Here are few basics you should cover before ever diving into the more complex elements of search.

Crawler access
If search engine crawlers have a hard time crawling your site, they’ll have a hard time indexing and ranking your pages, too.As a site owner or SEO, your first and most important job is to make sure that your site is crawlable.Using the robots.txt file, you can help direct and assist the web crawlers that are crawling your site.There are certain pages on your site that you probably don’t want the crawlers to index, such as login pages or private directories.You can block files, pages and/or directories by specifying them as “disallowed,” like so:

User-agent: *
Disallow: /cgi-bin/
Disallow: /folder
Disallow: /private.html

Just be careful when blocking crawlers from your entire site; in fact, don’t do it unless you know for a fact that a particular bot is causing you trouble.Otherwise, you may end up blocking crawlers that should have access to your website, which could interfere with indexing.If you are using WordPress, there are a number of plugins that can help you do this.If you are not using WordPress,you can also easily set up a robots.After you’ve created your robots.txt, it’s important to make sure Google can crawl your site.You’ll want to upload your site map by going to “Crawl,” then “Sitemaps” in the left-hand navigation, ten clicking on the “Add/Test Sitemap” button in the upper right-hand corner.From there, you can test the site map and submit it to Google for indexation.

Site structure
In today’s mobile-first, user-obsessed web culture, we sometimes overlook the simple and practical.While I am all for a good user experience and a huge believer in being mobile-first, I also believe we can’t forget the search engines.Having a solid site structure will add to your user experience and will help you rank better.While this seems like a simple idea, building a good site structure takes time and planning.Not only does it impact your navigation and site links, it also helps the crawlers better understand your content and context.Site structure is all about putting your content together in a logical fashion.

Titles and meta descriptions
Titles and meta descriptions are some of the most basic elements of SEO.While “titles” are considered in the ranking algorithm and descriptions are not, they both are still very important.Google may not use descriptions as a ranking signal, but that doesn’t mean they ignore them.The crawlers still read the descriptions — and any chance you have to tell the crawlers about your page, you should take it.The title and the description are often the first things your potential visitors come in contact with in the SERPs.Here are a few tips for creating better titles and descriptions.

Titles

*Optimize your title tag around the core focus of your page.
*Don’t “keyword stuff.”
*Stay within 50 to 60 characters.

Descriptions

*Make it action-oriented.
*Add your primary keyword.
*Make copy easy to understand.

It’s important to note that if Google thinks your provided meta data doesn’t meet the users’ intent, they will alter it.Before jumping into the latest and greatest SEO tactic, make sure you do the basics first.It’s amazing what a few simple tweaks and adjustments can do for your site and overall online marketing strategy.Make sure your site is crawlable, create a structure that is both user0 and search engine-friendly, and take the time to create better titles and descriptions.

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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10th
MAR

Effective Facebook Ads Split Testing Campaigns

Posted by peterzmijewski | Filed under SEO Guru

Essentially, split testing involves showing two similar (but slightly different) versions of a landing page or Facebook ad to an audience, and then tracking which version performs better.The audience you show the ad to can also be split tested.If you consider the numerous combinations of headlines, images, body text, value propositions, and audiences you can split test, it’s easy to succumb to paralysis by analysis.Fortunately, getting started with split testing doesn’t have to be daunting.

Here are five of my top tips for ensuring your split testing endeavors are successful.

1.Test the Image
While there is no right or wrong place to start, I like to create five audiences, three ad sets, and one ad per ad set.You can test each ad with each audience at a minimal cost and make adjustments based onthe results.While some people like to test the image immediately, I find it more practical to select one image that you’re confident in and use it for all your ads.This will help you save costs initially since you’ll only need to source one image from your designer.This way, you won’t waste additional money on graphic design for a campaign before it’s proven to be profitable.Once one of your ads shows signs of profitability, you can then tweak the image to see if you can improve your results.Image testing is a case of trial and error.The image with the best conversion rate is usually not the most vibrant or professional looking; it’s simply the one that has the greatest resonance with your audience.>

2.Test the Headline
There may be an evolutionary explanation for this phenomenon.In a primitive, hunter-gatherer society, negative news would have entailed a real physical threat, potentially resulting in loss of life.Paying attention to negative news would have been essential in order to survive, so even though we’re no longer at risk of being eaten by prehistoric predators, we’re still neurologically wired to respond to negative news.This might offer some explanation for the tone of the stories we typically see in mainstream media. Don’t be afraid to test your ad from a positive (moving towards pleasure) and a negative (moving away from pain) angle.Determining if negativity is the dominant emotional driver in your niche will help to inform your ads in the future.

3.Test the Body Text
Try incorporating a testimonial from one of your clients, and see if it results in better conversions. Sometimes, a single proof statement with a precise statistic will encourage people to click your CTA button.In other instances,the CTA button itself is worth testing.You won’t know whether Learn More, Buy Now, or Sign Up results in the most conversions until you split test.Oftentimes, if your body text is not converting, it might be that you’re talking about product features rather than user benefits — there is a big distinction between the two.Features are logical whereas benefits are emotional.

4.Test the Landing Page
If a consumer feels that your landing page is incongruent with your Facebook ad, either stylistically or tonally, this will kill your conversions.Ensure that the branding of your landing page is the same as your ad.You want your consumer to embark on a smooth journey through your marketing funnel, so get rid of any distractions on your landing page.The goal of the landing page should be to generate conversions, so consider removing anything superfluous to this goal.Only test one variable at a time.If you achieve a significant increase in conversions, it’s important to know exactly what change you made to facilitate it — no matter how small or big.

5.Test the Audience
This will give you a great starting point to inform your initial audience segmentation for split   testing.Age is particularly crucial to split test, as younger consumers may resonate with your ad but may not have the means to purchase your product, so you need to know what age range actually converts.In order to narrow your demographic down as much as possible, I would recommend segmenting ages into ranges of a decade or less.While your audience’s interests might be blatantly obvious for certain products, such as golf supplies or cat toys, finding the interests of your audience for other products might require some guesswork and refinement — which is why split testing is so useful.

Source:Searchenginejournal

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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