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Tools You Should Use For Technical SEO Audits

Posted by peterzmijewski | Filed under Seo Techniques

Doing a search engine optimization (SEO) audit is no joke.It used to take time,the patience of a saint and too many spreadsheets.You may grow a white hair or two in the process.But,thanks to technical SEO audit tools,we are no longer doing those insane manual checks that we did in the past.They all have their different strengths and use cases.Depending on your requirements,

you may need to choose one–or you may find all three useful in conjunction.Most SEO experts arm themselves with these tools so they’re no longer rummaging through raw data but making strategic decisions instead.

When starting a Deepcrawl,you can choose from numerous crawl types,right up to a full gap analysis of my entire site.You can also auto-schedule crawls,which is really useful.Crawls are highly customizable,so you can set the criteria for maximum/minimum links per page,content,title/URL length,load time,etc.

Here are the three things I like the most about DeepCrawl:

*It can easily handle crawling millions of pages,so if you need to crawl a huge site,look no further.

*It provides competitor reports–not just the basic headlines,but the real nitty-gritty details on content,pricing and promotions,site architecture and even the brand’s key influencers.

*It allows you to project manage your SEO team, creating tickets for issues and assigning them topeople.

*It also alerts you if any issues pop up consistently in crawls.Plus,it maintains a history of all changes,so you can look back and monitor performance and progress over time.

2.Screaming Frog
The tool has been around for quite some time now,and webmasters managing sites of all sizes swear by it. If you are looking at crawling less than 500 URLs,you can even use it for free.That said,in this price range,it’s one of the most useful crawlers,and here are the reasons it’s in my top three:

*It doesn’t die off when your memory is running low and alerts you beforehand.I especially like thisfeature,because this has happened to me a few times.All you need to do is save the project,increase random access memory (RAM) and restart it to continue.

*Their bulk export option really makes life easier,as you can export all data,including internal links,outbound links,anchor text,image alt text,etc.

*There is an option to accept cookies,so you can also crawl websites that make it compulsory to accept cookies.

3.Google Search Console

These are the three things I do love about it:

*It gives you estimates on your position for a keyword,plus the number of impressions and clicks for your site on that keyword in Google search results.That may be basic,but it’s important and useful.

*It gives a good summary of things that matter–things like broken links,number of pages indexed,correctness of HTML markup,page loading speed,etc.

*It’s free–and it comes from the horse’s mouth! (OK,that’s two things,but they’re both major plus points.)

The only thing I don’t like about Search Console is that it doesn’t always give a complete picture.Remember,these tools may not be the best fit for your specific needs.All three have their particular unique selling points and solve specific pain points well.You should review them all and choose the one that’s right for you. The main things to consider are the size of your website,the volume of new pages you generate and the kind of insights you are looking for.

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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Keyword Rankings Matter Anymore

Posted by peterzmijewski | Filed under Seo Techniques

High keyword rankings are the most sought-after achievement in the world of search engine optimization(SEO).Small businesses and brands alike strive to obtain the first organic listing in search results because of the lucrative traffic and lead opportunities that are associated with this position.Intoday’s search landscape,SEOs and digital marketing specialists have to consider whether it’s worth the amount of time and resources it takes to achieve premier organic rankings,considering the click-through rates (CTR) associated with organic rankings that are positioned under PLAs,local results and other forms of content.

Keyword rankings aren’t the only way to connect to online customers
There was a time not too long ago when achieving the first organic position on Google was one of theonly ways to attract new online customers to a website without having to invest in paid advertising or e-mail marketing.Ten years ago,the world was just warming up to the power of social media and its influence on the World Wide Web.Back then,most consumers were just starting to become aware of YouTube’s marketing power,Facebook was starting to open itself up to audiences outside of college students,and blogging was just starting to become mainstream,as everyone from CNN to Mashable began investing in new,niche content in the form of top lists and how-to articles.

New niche environments allow businesses to focus on conversions, not site traffic

When companies and brands were only able to connect with new customers through organic rankings,it made sense to invest a significant amount of time and resources to build thousands of links and cram keywords into a particular website to increase visibility.One of the problems with keyword rankings is that any consumer can click through to a website and immediately leave because the title tag and meta description didn’t align with the content of its associated landing page.Ranking first on Google does not mean that every visitor is going to turn into a paying customer because of how limited keywords are for understanding granular details associated with online consumers.Social media and other niche online communities trump the value of keyword rankings because they serve as natural environments for like-minded users with specific interests to hang out in,consuming new forms of hyper-focused content that keep them returning.Keyword rankings lack the power of social media because they are not proactive means of engagement,and they don’t necessarily connect brands with the type of qualified traffic that exists and is readily available in communities like Reddit or Instagram

Google is crushing the desire to achieve premier keyword rankings
It’s always important to keep in mind that Google is a business;they are not just a convenient means for finding information or purchasing products.Recognizing that Google is a business that competes in a free market where consumers have options,it is their goal to become an all-inclusive destination thatprovides an experience that is so fulfilling,it keeps consumers returning to their search engine.Google’s focus on providing content that displays local options for consumers to consider has diminished the power of premier keyword rankings for some industrieswhich were appearing at the very top of search listings,only to now be buried beneath the fold.

Free products,direct answers & featured snippets diminish consumers’need to engage in site content
The ability for Google to resolve consumer demands without having to enter a particular websitecontinues to increase,as there are more free products,definitions and featured snippets appearing every day.Informational websites that depend on attracting a tremendous amount of traffic in order to maintain their ad rates are at the mercy of featured snippets,which provide users with immediate answers whenever they search with specific questions.

Why keyword rankings are still important for success
Although all of the points made against the effort it takes to build premier keyword rankings are valid, it is still important for businesses and brands to actively strive for premier organic rankings.Despite diminished visibility and CTR within particular types of search listings,organic rankings remain one of the most powerful entrances for brands to connect with new customers.SEOs and digital marketing specialists can maximize their traffic and conversion opportunities through keyword rankings by creating quality content around niche concepts and phrases that their target audience uses or searches for.This allows brands to increase their monthly traffic and receive qualified conversions based on the type of consumer research that guides their content development efforts.


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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Build a Winning SEO Strategy

Posted by peterzmijewski | Filed under Seo Techniques

A proper SEO strategy is required to bring about any tangible results.In this article,I explainhow to build a winning SEO strategy in some steps.With these simple steps in mind,you willturn your site (or your client’s site) into an effective revenue generator.Let’s take a peek behind the SEO curtain.

Develop an SEO Strategy in Few Steps

1.Select Pages to Optimize & Promote
Search engine optimization can cost more than you might think,especially if you try to gain a higher rank in competitive niches (i.e.legal services,real estate,insurance,weight loss,etc.).An efficient,cost-effective SEO strategy is all about your ability to prioritize.So,as a starting point,select only several pages to promote and optimize.What pages are these?Well,it depends on your industry and specialization.If you are an e-commerce website,focus on your most competitive products.If you are a service company,select your first-rate offer or service.If you are a clinic,go with your most popular procedures.And so on and so forth.Trying to cover all pages at once is useless.As a digital marketer,you are limited in time and resources,so keep your focus on the targeted pages.You can improve the rank of your key pages which,in turn, will give a substantial SERP boost to your site.

2.Run a Competitor Analysis
After you have selected which pages to target,you need to analyze what your competitors are doing to break into the top search results.Look at their on-page and off-page tactics.

On-page Factors to Analyze
*Keywords (in page elements and content)
*Headlines and subheads
*Images and alt tags
*Meta descriptions
*Content structure
*Content length
*Widgets and plugins (i.e. social buttons)
*Load speed

Off-page Factors to Analyze
*Number of backlinks leading to the given targeted page
*Types of backlinks (e.g. directories,listings,blog mentions,etc.)

3.Compare Strategies to Figure Out What to Improve
At this stage,you should look into the way SEO is done on your site versus competitor sites.Basically,you need to compare on-page and off-page optimization tactics and figure out what your targeted pages lack.After all of these questions are answered,jot down a list of what every targeted page misses.

These can be specific keywords,trustworthy links,fancy visuals,proper page structure,etc.Make sure you really understand what your competitors do better than you.Then,you can build ontheir success.

4.Run the Analysis of Behavior Factors on the Targeted Pages
Once you have figured out what your competitors do better with on-page and off-page optimization,switch your attention to factors such as design,usability,and user behavior on the targeted pages.Analyzing these factors will help you figure out why your pages either maintain good search standing or fail to yield optimal results.For these factors,you are better off running a behavior analysis.I don’t recommend using any fancy tools.

Just access your Google Analytics account and review the following metrics:
*Bounce Rate
*Average Time on Page
*Goals (check “Conversions” tab)

These will be enough to help you understand how visitors interact with your pages,content,conversion forms,and CTAs.However,sometimes GA doesn’t help as much as you need it to.

5.Implement the Strategy You’ve Created
At this point,when all data is collected and analyzed,you can start harnessing your SEO magic to its fullest extent:
*Optimize one targeted page after another (Steps 2,3,and 4 will help).
*Check to see if the optimization helps your pages perform better in search.If not,figure out why.
*Use what you’ve learned to outpace industry standards (craft authentic optimization strategies to convince others to copy your tactics).

Having a detailed SEO strategy is fundamental to your site’s success in search.Why?Because it helps focus on the important details while skipping things that don’t matter.If you choose to optimize your website for search engines without having a neat and clean strategy,your efforts will fall flat.In short,invest in developing a purpose-driven SEO strategy that will bringlong-lasting search value.The five steps above will help you to do just that.Though SEO is a bit of a boring,clinical process,you are only limited by Google’s guidelines.Be creative to provide you (or your clients) with an authentic strategy that fits your industry and specialization.


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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Progressive Web Apps: Latest Standard For Mobile Search?

Posted by peterzmijewski | Filed under Internet Marketing

Google recognized early on that the future of the web was mobile. They also saw a trend in mobile users favoring native apps over traditional websites. A 2015 report published by Morgan Stanley pegged web traffic at roughly 2X that of native apps. Google needs to hold on to this advantage to remain relevant.

To do so, they have invested heavily in both creating and promoting technology designed to deliver a better mobile web search experience. The Progressive Web App is one of those technologies. The idea behind PWAs is to deliver fast, reliable and engaging app-like experience via mobile browser. Alex Russell, a Google software engineer, explains it this way: “Progressive Web Apps blur the line between Web content and apps, but they keep the strengths of the Web.”

How Does It Work?

Progressive Web Apps (PWAs) are designed to load “instantly.”  This is accomplished by routing browser requests through a script, known as a Service Worker. The script eliminates steps otherwise required to access certain features or information directly from a website. PWAs also utilize more parameters, capturing user behaviors and preferences so the app can deliver personalized messages or webpage content likely to be of interest to a defined user persona.

PWAs save an entire web page to a user’s local storage and place it in an app shell. The content is only updated as needed. A“Service Worker” serves all CSS stylesheets, images, JavaScript, pages, etc. Because most everything needed to render a page is stored locally, it delivers blazing fast performance.

Unlike native apps, PWAs are accessed from a browser. There is no downloading or installation involved. Progressive Web Apps, published online, are completely linkable. Another advantage is the app will work offline, utilizing cached data saved from previous online activity. Some have suggested that PWAs may ultimately replace the current generation of mobile websites.

Progressive Web App Checklist:

Google has put together a set of minimum standards, which they refer to as the baseline, for creating a PWA. There is also a Chrome extension to validate compliance. The checklist mandates:

1. Site is served over HTTPS
2. Pages are responsive on tablets & mobile devices
3. The start URL (at least) loads while offline
4. Metadata provided for Add to Home screen
5. First load fast, even on 3G
6. Site works cross-browser
7. Page transitions don’t feel like they block on the network
8. Each page has a URL

There is a supplemental checklist for the creation of “Exemplary Progressive Web Apps” which must be checked manually:

1. Site’s content is indexed by Google
2. org metadata is provided where appropriate
3. Social metadata is provided where appropriate
4. Canonical URLs are provided when necessary
5. Pages use the History API
6. Content doesn’t jump as the page loads
7. Pressing back from a detail page retains scroll position on the previous list page
8. When tapped, inputs aren’t obscured by the on-screen keyboard
9. Content is easily sharable from standalone or full-screen mode
10. Site is responsive across phone, tablet, and desktop screen sizes
11. Any app install prompts are not used excessively
12. The Add to Home Screen prompt is intercepted
13. First load very fast even on 3G
14. Site uses cache-first networking
15. Site appropriately informs the user when they’re offline
16. UI encouraging users to turn on Push Notifications must not be overly aggressive for at least a few days (for example, one week)
17. Site dims the screen when permission request is showing
18. Push notifications must be timely, precise, and relevant
19. Provides controls to enable and disable notifications
20. User is logged in across devices via Credential Management API
21. User can pay easily via native UI from Payment Request API

Advantages of Progressive Web Apps:

1. No Hardware Restrictions
2. Works like a Native Mobile App
3. Improved Performance
4. Push Notifications

Implications for SEO:

With the introduction of the mobile first index, it stands to reason that PWAs could now get favorable treatment in the SERPs IF they are both indexable and linkable. These pages are crawled the same as JavaScript or Ajax. Google has provided developers with a set of best practices to accomplish this, and yet another punch list to ensure that all bases are covered. This checklist explains both why and how to:

1. Make your content crawlable
2. Provide clean URLs
3. Specify canonical URLs
4. Design for multiple devices
5. Develop iteratively
6. Use progressive enhancement
7. Test with Search Console
8. Annotate with Schema.org structured data
9. Annotate with Open Graph & Twitter Cards
10. Test with multiple browsers
11. Measure page load performance

Flipkart, India’s largest e-commerce site, is frequently cited as a PWA success story. Upon launching their app, they experienced incredible improvement across several key metrics, including:

(i) Users’ time on site with Flipkart lite vs. previous mobile experience: 3.5 minutes vs 70 seconds.
(ii) 3x more time spent on site
(iii) 40% higher re-engagement rate
(iv) 70% greater conversion rate among those arriving via Add to Home screen
(v) 3x lower data usage

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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Learn the Latest in Search: SEO Workshops Given Complete Update for 2017

Posted by peterzmijewski | Filed under Seo Techniques

Its True, SEO is Challenging Enough, We Should Try it When Things are Always Changing:

Changes are constantly occurring in the world of SEO and digital marketing.  Moz publishes a widely watched list of known Google SEO algorithm updates here, and they show 10 announced or suspected changes in the past year, but in the introduction to their list, they claim that Google changes their algorithm 500-600 times per year.  Whether or not that number is accurate is really beside the point.  It’s fair to say Moz’s list of “major” updates is, if anything, a vast understatement of the degree of change in search.  If you add in the changes that occur with Bing, all the social media platforms, mobile, technology, you soon become overwhelmed with the thought of keeping track.

We certainly sympathize.  At the Search Engine Academy, our flagship SEO training workshop is 5 days and covers, conservatively, hundreds of SEO topics during the course of the training.  So it’s, well, interesting keeping our teaching materials up to date.  And 2016 has been a busy year.

Starting with our January workshops we’ll be rolling out updated materials. Here are just some of the things that have changed:

1. Keyword Research (we cover it on Day 1 and then return to it on Day 3) – Google has changed their keyword planner, making it more restrictive for organic SEO research.  We’ve had to update to cover the changes and, more importantly, to give you a nifty workaround so you can still find out the size of your target audience

2. Paid Search (PPC, or Google AdWords) – dozens of changes have been rolled out by Google, the latest of which is Expanded Text Ads.  Our entire morning on Thursday (Day 4) is devoted to Google AdWords fundamentals, including the latest changes

3. SERP (Search Engine Results Page) Layout – Google has changed the way their search results pages look dramatically over this past year.  On Day 1 we’ve updated our course to bring you up to speed with the latest changes and how they impact your search marketing

4. Google Analytics has been updated as well.  In our sections on Google Analytics on Day 1 (basics) and Day 4 (advanced Analytics), we’ve made sure to give you the current best ways to analyze your data, and we also have added a section on dealing with Analytics spam, which has started to overwhelm unprepared Analytics users.

5. Local SEO has changed as much or more this past year as in any year since Google introduced local search way back in 2004.  We have sections on Local SEO on Days 2 and 3, and both days have the latest from the front lines of the local search battlefront.

6. Mobile Search and Apps – If local search has changed rapidly, the changes in mobile have been positively supersonic.  Things like deep linking and ASO (App Store Optimization) have emerged from the realm of theory and are now having a real impact on digital marketing.  Fortunately, we give you a handle on both now on Day 3.

7. Google Search Console is not merely the new name for what used to be Google Webmaster Tools, GSC has brought with it a host of new features and refinements (for example in Search Analytics, the use of property sets, feedback on mobile issues, to name a few) that are covered on Day 4.

8. Technical SEO may not be your thing, but some tech issues in search won’t go away, such as structured data and Google’s movement to prefer “https” (secure protocol) sites.  And what about AMP (Accelerated Mobile Pages)?  Are they pushing hard on that, or what?  So it’s a good thing our Day 5 does pick up some of the tech SEO slack by focusing on these and a few other key issues that you can’t afford to ignore.

9. Our SEO Certification exam, which is administered to students who want to get SEA certified, has been completely remastered for the latest information.

Bottom line: if you’re interested in the latest in SEO training, don’t waste time, we have a full range of SEO Workshops in January.  Pick the one closest to you (or in a city that sounds like a fun business trip) and register today.

Source: Searchengineacademy

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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Search Terms Unable To Earn Worhtful CTR – A Report

Posted by peterzmijewski | Filed under Internet Marketing

Not all searches are created equal — when it comes to click-through rate (CTR), that is. A new study from Seige Media uncovers the top 42 keyword terms, along with their average CTRs. This exercise examined the top 50 keyword “stems” to find what terms helped spur clicks and, more importantly, what terms didn’t.

A variety of these terms with the worst click-through rates are geared toward knowledge graph answers like “translation,”  “population,” “definition” (which happen to be the number 1, 2 and 3 least-clicked terms across the board). That is to to be expected for many of these terms, as Google is trying to specifically answer questions directly.

Other searches with low CTR included terms that appear to fulfill the need for information in direction or review form. Terms like “restaurants” (46.20 percent CTR) and other local terms such as “flowers” (64.37 percent) saw click-through rates on the lower side. One term on this list that was surprising was “How To,” as queries with this term only saw a 52.89 percent CTR.

Other terms appear to leave searchers unsatisfied with just one click. Terms like “recipes,” “coupons,” and even “jokes” saw repeat clicks in the search engine results pages before finding an answer.

This data was derived from the average searches and average clicks data found in Ahref’s Keyword Explorer tool. The data was averaged out over the top 50 terms and clustered into these various keyword stems.

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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Optimize Your WordPress Website

Posted by peterzmijewski | Filed under Seo Techniques

WordPress is considered an excellent platform for budding entrepreneurs to create websites for their startup or small business.This content management service (CMS) is used by millions of business owners who live in every corner of the world.These facts clearly show the significance of WordPress as acontent management service for businesses of all sizes.Simplicity,social media integration and the large number of theme options available are key reasons why startups and small businesses prefer WordPress.However, you need to keep several important facts in mind before you think about using WordPress for yourbusiness website.

1.The quality of themes
you need to be careful in selecting a reliable theme from those available.The theme should be flexible and you need to have the ability to make modifications without much hassle.

This is another crucial factor when it comes to creating a website for your startup.You need to look for a managed WordPress hosting service that will help you keep your website up and running at all times.

3.Choose your plugins wisely
Installing too many plugins on your WordPress website will slow its performance.Only add the plugins that you will actively use and delete the rest.

4.Configuring your website
After you finalize WordPress installation,you need to configure it accordingly.This is easily accomplished in WordPress settings and should be done during your initial setup.

5.Mobile Interface
Many website visitors will access your site through their mobile devices,so your WordPress-based website needs a responsive mobile interface that will provide a smooth experience for users.Users won’t tolerate much irritation from pinching and pulling.

WordPress comes with decent security features but consider implementing more advanced security measures using plugins and other best practices to deter potential threats.

7.Search engine optimization
Consider search engine optimization (SEO) to enhance the visibility of your website on Google and other search engines.Using SEO best practices along with WordPress plugins like WordPress SEO by Yoast you’ll be headed in the right direction.

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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Online Ventures–A Grim Reality & How to Avoid It

Posted by peterzmijewski | Filed under Seo Techniques

I worked for a couple of IT companies in various roles.During that period,I came across many startups based on promising ideas that perished within months of operations.Their premature demise often set me thinking,and what I discovered mostly was that they never had a chance.Actually,they had a chance but it was taken away.My findings made me coin the term ‘stillborn online ventures’to represent this dismal group.

Wondering what went wrong?
Most online businesses that I saw bite the dust were run by young entrepreneurs who outsourced the technical part.They didn’t have much knowhow about site architecture,URL structure,onsite SEO,and other critical details that make an online venture promising in the long haul.Unfortunately,their hired ‘experts’only concerned themselves with what they were paid for.They kept their billing-hours to minimum by never looking beyond client guidelines.It is the online business aspirants with little knowhow that fall into this trap and end up with stillborn online ventures.

How to dodge the stillborn trap?
There are 2 ways to avoid ending up with a good-for-nothing online property.The first one is:Get your hands dirtyYou won’t slip on a banana peel if your eyes are open and they are on the road.Similarly,if you have industry knowledge and you know the ‘wrong’ from ‘right’,then,your online business won’t suffer.You got to gather insights on:

*User experience
*Development basics
*Best design practices
*URL structure
*Offsite and onsite SEO
*Conversion funnel
*A dozen of other things

This newly acquired knowledge will not only help with your present venture but will also prepare you for future ones.

Appoint a watchdog
It can be friend,family member or someone you pay for doing the job.This expert will be responsible for keeping a watch on the whole design-development process and make sure that no crucial detail is missed.Introduce him to your development team,give him access to the project management system or just share progress files.Before appointing one,confirm:

*Industry expertise and knowhow
*Design,development and SEO knowhow
*Online identity and reputation if hiring online

The point is…
you are launching a lifestyle business or building your dream ecommerce store,you will need help from designers,coders,and marketing experts.If you have your own team,then,there is nothing good than that.But in case you are hiring someone you haven’t worked with on personal level,it’s best to either have knowledge or a watchdog by your side.Sure you can go through portfolio but trust me it can be misleading sometimes.

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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Flexibility Requirement for SEO Agencies

Posted by peterzmijewski | Filed under Seo Techniques

I’d like to tell you these situations are rare,but if you’ve worked in the SEO consulting field for any period of time,you know they aren’t.As SEOs,and especially for those on the agency side,you are often the last to know what’s happening.Flexibility is crucial,and the ability to adapt your programs and deliverables at the drop of a hat is key to long-term success.

1:Goal adjustment

Challenge:After spending six months creating a customer-focused SEO and content strategy,building a program around mid-volume,highly relevant keywords,we increased organic conversions for Client A by 25 percent YOY for three straight months.While organic traffic had decreased due to a change of keyword focus,we felt good about it because we had changed the targets to focus on more relevant terms,and it appeared to beworking.

Result:All of our SEO programs are highly geared toward conversions—focusing on the right keyword targets,generating content for the right audience—and building a program around the buying cycle and revenue is always our goal.Except when it’s not.It’s a strange feeling to change not just your strategy but your program goals.However,sometimes you just have to give the client what they need,not what you think they need.

2:strategy update

Challenge:Client B was launching a new product,and after countless hours of competitive research,conversations with execs and product managers,a specific term was settled on to describe the product.A contentstrategy was created,the PR team was integrated,and after a year,the client moved into position one,dominating the highly competitive term.

Result:Fortunately,or unfortunately,this isn’t the first time I’ve experienced this.After all,when you work with clients for years,you’re bound to see rebrands and/or product shifts.Thechallenge here was the new phrase didn’t have any existing use or awareness.They made it up!Along with the blog,our link-building strategy,primarily focused on third-party editorials,also ensured the product was associated with the old term,often utilizing keyword-specific cross-links (yeah,yeah…all very white-hat,I assure you) directed toward the product page.


Challenge:Client C was working on a new product launch.They gave us some light details and told us they’d keep us informed as launch got closer.Fast forward two months,and we get an email that the new product has launched and they would love to know our thoughts on the product name.

Result:Sometimes what you think is important isn’t.In the agency world,there’s always a fine balance of providing recommendations that drive results and giving the execs what they want.The good news is the client was able to improve their presence quickly and was very happy with the results.The bad news is,this led to slower organic growth,as some of our bigger initiatives had to be put on hold.

That’s agency life
This certainly has its pros and cons,but it also speaks to the fact that as SEOs,we can’t get set in our ways.We must always be adapting,staying abreast of trends,testing new things and staying agile.The days of cookie-cutter SEO are long gone.Stay flexible my SEO friends!And the next time you encounter a situation like above,remember,there’s likely another one of us out there who is going through the same thing.You are not alone.

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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Your Brand Boosts Your SEO

Posted by peterzmijewski | Filed under Seo Techniques

In the past ten years,digital marketing has eaten into the market share of traditional marketing.
Despite this radical shift,a few centuries-old marketing tactics still return the highest on investment.Branding is one of them.

Brand name and affinity boosts search engine optimization in three critical ways:
*It drives direct traffic.
*Google indirectly includes it in the algorithm.
*It draws links better than non-branded content.

Building your brand results in the second largest traffic driver:direct traffic.

Some users come to your website via the queries they type in (organic),or via a link from a social media channel (social).Others come from other websites that have linked to your site (referral).Direct traffic (green) tends to get the second largest amount of traffic behind organic.When business owners and marketers infuse their social content,blog posts and directory listings with their brand identity and values,they remind online surfers of their name and eventually boost direct traffic.Think about it:how many times have you been scrolling through Facebook only to see a product you’ll need someday?The name of the company may not stick with you the first time,but after five or six exposures,it has a good chance of remaining memorable.When you have a need for that product,the name pops up in your mind,and the first place you go is Google search.You type in the url or something close and Google takes you to the website directly.The bottom line is that all television,radio and social media outreaches begin to coalesce into the memorability of the brand.The companies that have branded adequately enjoy a direct hit as the consumer types in their name and not a competitor’s.

Google–and its indirect brand evaluation–is watching
First,the search engine watches queries and where they go.People flooding your website for particular search terms attract the search engines’ attention.A positive correlation between certain queries and keywords prompts the search engine to designate the site with enriched “brand authority.”A robust,memorable brand attracts links from other websites as well. Links are a top factor in determining PageRank.The broadcast of your brand across the Internet eventually leads to mentions and even links on other websites.The “follow” links are a stronger indication of authority,but Google doesn’t ignore the nofollow links and even unlinked“mentions” of the brand name.The more,diverse backlinks from reasonable-authority sites a website has,the higher its rankings.The number of links is not the only way Google determines a website’s authority.Part of Google’s Panda algorithm aims to decode brand authority by dividing the number of incoming links by the number of searches.It would then compare the resulting fraction to competitors’ numbers.Google regards many incoming links existing with few brand searches as lower brand authority.After all,the incoming links could have been created with some encouragement from the company.If not many are searching for the brand,it hasn’t yet gotten a foothold in the market.

Branding builds reputation,which attracts links
The search engine has made it clear that any links coming back to a site should be earned through quality,useful content.It wants to see proof that a relevant website genuinely wants to share the content to enrich their own readers’ experience.Acquiring links can be a rigorous exercise involving calling bloggers and asking them to write reviews,or sending press releases to newspapers and online publications and hoping for a link.Because of the budget,time,and creativity required to earn authentic backlinks,people “game” or try to manipulate the Google algorithm precisely because they do not have exceptional content other sites want to link to naturally.Therefore,these purchased links indicate poor quality content.Google is proud of its own brand and wants to provide only the best information to its users.

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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