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Be Identify Fake from Real News

Posted by peterzmijewski | Filed under Seo Techniques

“Fake news” has become a topic of household conversation.It is more important than ever to have a firm understanding of what authentic and reputable journalism is, and what is actually fake news.

What Actually is Fake News?
Fake news is any article or video containing untrue information disguised as a credible news source. Fake news typically comes from sites that specialize in bogus or sensationalized stories.It tends to use provocative headlines,like Celebrity endorses not brushing teeth or Politician selling toxic waste on the black market.”However,as GCF points out, these stories are becoming increasingly dangerous in the digital age, with many people consuming stories on social media without fact checking or bothering to confirm that such headlines that aim for a “shock” factor even exist.

Jokes and Satire Are Not Fake News
” They are smart satire pieces intended to be humorous — not real — and their entire sites are based around their readers being knowledgeable about this strategy and theme. With branding like Clickhole’s own “Because Everything Deserves to Go Viral” or The Onion’s “America’s Finest News Source,” their articles’ joking nature is intended to be common knowledge

A Word on Mainstream News
While there are discrepancies based on ideological views, most major news sources do have to undergo editorial reviews and are recognized as being prestigious forms of journalism.The BBC,PBS, NPR, the Wall Street Journal,ABC, NBC, CNN, USA Today, and Google News were among the most trusted across ideological groups (with the exception of consistently conservative folks — who favor BBC, Google News, and the Wall Street Journal).

Differentiate Between Fake News and Real News
There are definitely some things you can do if you are not certain a story is real or fake. Here are some tips to help you differentiate between fake news and real news stories:

What is the Site?
As discussed above, while people fall all over the board ideologically in deciding whether they trust a mainstream news source, the truth is that most major recognized sources for news journalism are not going to be producing clickbait fake news.Most of the fake news that go for “shock” value and produce fake stories are not as recognized.

Check the Domain
Fake news stories use similar URLs and domain names to mimic reputable news sources, but rather than using a .com they use .com.co endings.“This is true even when the site looks professional and has semi-recognizable logos.

What are the Authors’ Sources?
They contain interviews with individuals who can confirm or deny they made the claim.They are supported by evidence, dates, and other data that can be fact checked.Be wary of sources that cannot substantiate their claims.

Fact Check!
When in doubt, fact-check the information that you read! You can start with a simple search to look into the keywords or the event that is being reported on.

How Informed Users Can Interact
Once you identify if a story is real or fake, you can make a big difference.Do not share stories on social media that are fake and make them more visible.If you notice a friend or family member share a fake story on a social media outlet, do them a favor and comment or message them showing how you found out it was fake so they don’t repeat the same mistake.If you come across a fake news article, comment on it stating how you arrived at the conclusion it was fake.If everyone does their part to distinguish fake news stories and make them known, then they won’t be shared as easily.


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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Use Content Marketing to Boost Search Ranking

Posted by peterzmijewski | Filed under Seo Techniques

Content marketing can contribute to boosting a site’s position in search rankings.Although this may not seem like the most obvious benefit to a successful content marketing strategy, it’s an effect that no business can ignore.

1.Create fresh content
A site can never have enough content.There is always an opportunity to create new pieces of content, and the newness – or ‘freshness’ – of content is also one of Google’s ranking signals.

*updates to the content
*new pages
*an increasing number of links towards a page
*an increased level of traffic reaching the page

2.Repurpose old content
There’s no reason to ignore the older content you’ve published in the past, especially if it still gains a significant amount of traffic.As content marketing evolves, it is more beneficial to go beyond the written posts to new formats that allow you to broaden your value.This saves you time spent coming up with new content ideas, and also gives you a regular supply of fresh, valuable content to boost your ranking.

Going beyond blog posts, here are other types of content you could create from your older material:

*How-to posts

Your target audience might be more receptive for example to infographics rather than a blog post,or you may discover that you can achieve higher conversion rates through a presentation rather than a podcast.

3.Test headlines
A headline is usually the first thing we notice when accessing a search engine, and this reminds us that a headline should be:


It may seem as if some of these points contradict each other, but the trick is in striking a balance between informativeness and length, or relevance and complexity.Moreover, there’s a thin line between a click-worthy headline and clickbait, which is why it’s important to bear value to the reader in mind when creating a headline.

4.Create visual content
Although visual content can be considered part of our earlier point on the importance of testing new content types, it deserves a special mention for its powers of grabbing the user’s attention.Visual content has become very popular on the internet due to our own ability to process an image faster than any written text.This wins the first impression and it can be very powerful within the context of a page.Previously used mostly to accompany writtencontent, visual content has reached the stage where it’s now considered a form of content in its own right, standing on its own to increase awareness, engagement and leads.Keep in mind, search crawlers cannot “read”images, only the text that accompanies them.This means that

it’s important to focus on:
*Image title (don’t upload an image with a filename 4fogowr.jpg, but rather rename it to something morerelevant, e.g. contentforseoguide.jpg
*Alt tags (the tags that describe the image for screen reader users, or if the image fails to load)

5.Choose the right keywords
Targeting highly sought-after keywords can make it harder for you to rank higher in search, but this doesn’t mean that you can’t become an authority on a topic by using different phrases for the same concept.How about picking words and phrases that are less competitive but still high in rankings?Find the keywords that best suit your content, and think outside the box when deciding on the focus keywords you want to target.

6.Create link-worthy content
Link building helps your content reach a broader audience, increasing both your site’s visibility and its authority.Moreover, it can grow your search traffic, as the number of unique domains linking to your site helps search engines understand whether your content is informative enough to rank higher in the SERP.Not all links are equal, as high-authority sites contribute more heavily in this regard.This means you should aim for more reputable mentions – but without snubbing any lesser sites that might link to you, as it all adds up.It’s easier for a source to link to your content if it’s authentic, interesting and well-researched, so always aim for quality over quantity.

7.Discover the connection between content and user experience
What’s the connection between content and user experience and how does that affect your rankings?
A Google-friendly website is valuable, appealing, and functional.Your readers should not struggle with reading or accessing your content, and search engines expect the same from each page they crawl.The quality of content extends in this case to the page and how it helps the user experience with minimal effort.For example, have you tested the load time?Are your images hurting your site’s speed?Is your content too difficult to understood from your audience?Is your structure helpful both for your readers and for search engines?

The main aim of your content should still be to provide value and relevance for your target audience, but this doesn’t mean that it can’t be slightly more SEO-focused.As the ultimate goal is to get more readers to your pages,an improved ranking on SERPs can help you tap into a new audience that will appreciate your content.


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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Google Sheets Add-Ons for Every SEO

Posted by peterzmijewski | Filed under Seo Techniques

Google Sheets has always had some powerful selling points, namely its potential for cloud-based collaboration and handy functions like =importxml().However, that has often not been sufficient for SEOs accustomed to the more sophisticated and reliable functions Excel can offer.Sheets does have something extra to offer:its extensive library of add-ons.Some of these simply add functions that any Excel aficionado would take for granted, but others go further than that, perhaps giving Google’s spreadsheet platform an edge in this ongoing battle.Downloading just a handful of these add-ons can automate quotidian SEO tasks, providing fresh insight and simply making us better at what we do.

To get started, just click on ‘Add-ons’ in the top navigation:

Search Analytics for Sheets
Getting accurate keyword-level data has been an increasingly uphill task for SEOs.We have become dependent on Search Analytics as a data source.However, there are still some significant shortcomings with this platform.Leaving aside the unchangeable aspects of this, such as the two-day lag (if we’re lucky) in data and the normalized search volumes, the user interface also does us few favors.This add-on fulfills an essential function by using the Search Analytics API to pull your information into Sheets and providing a slew of new ways to slice the data.This creates new opportunities to filter query-level performance by URL, and there are options to add extra groups to the spreadsheet such as Country or Device.Moreover, you can also schedule automated downloads of your data, so you’ll never need to worry about that 90-day historical limit again.

However, Supermetrics does provide two essential capabilities.First of all, it creates an easy way to synthesize a number of data sources within one spreadsheet, which in turn allows for further data manipulation and analysis.However, the role that Supermetrics has increasingly come to play in my daily activities is as an intermediary between platforms like Facebook and integrated reporting solutions like Google’s Data Studio.With Data Studio now free to use worldwide, it is a powerful tool for everyday reporting and analysis.That said, it does lack integration with some important connectors, such as Facebook Ads.By using Supermetrics, we can pull Facebook data into Sheets and then sync that spreadsheet with our Data Studio report.

Google Analytics for Sheets
By going to the right sidebar and setting the View and Start/End dates, along with the requested Dimensions and Metrics, data will be pulled from the selected Analytics account.It does take a certain level of technical fluency to master its use of Regular Expressions, but users familiar with the data segmentation used within Google Analytics should have no issues compiling reports, allowing for some trial and error.Although the interface may not be the most intuitive, this add-on provides a further level of flexibility to Analytics data and will save a lot of time normally spent isolating data points, once the reports are set up and scheduled.

Text Analysis
Text Analysis is a fantastic add-on for expediting the keyword research process, and it can also help with content idea generation.The tool works by taking as its stimulus a selected topic,hashtag, or Twitter handle.It is then capable of pulling in and analyzing all related links,documents, and Tweets.As with all such technologies, its findings do need to be taken with a grain of salt sometimes (particularly the sentiment analysis), but as a starting point for wide-ranging topic research, it is still a go-to tool.


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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Local SEO Is a Perfect Match for These Industries

Posted by peterzmijewski | Filed under Seo Techniques

The landscape for search engine rankings is brutally competitive where geographically relevant searches are concerned.And, increasingly, the landscape is becoming pricier and less penetrable.By leveraging customer reviews and producing keyword-rich content pertaining to geographic location, relevance and the targeted audience, businesses can achieve more visibility without breaking the bank.Businesses stand to benefit a lot from local SEO while adding value to their community.Let’s talk about four industries that should be making search engine optimization an integral part of their marketing operations.

1.Plumbing and electric
Local SEO has a lot of advantages for workers in the trades because it’s rare to see plumbers or electricians travel far out of their local areas for work.Also, the people demanding these services typically need them as soon as possible:If you come home to burst pipes and your house is flooding, you’re going to be desperate to get a plumber in as soon as possible.Should that happen to you — and hopefully it won’t — you won’t likely be using the traditional print Yellow Pages,because, let’s face it, no one uses that resource anymore.Instead, Google is the present and future.That said, customers searching for these services will be using search terms like “plumbers in [name of city]” or “electricians near me.”You can increase that impact if you put in the time to develop a local SEOstrategy.Your competition may not actually be doing that because, generally speaking, a good deal of the specialists in these fields are not sinking efforts into digital marketing.

2.Legal services
Lawyers and other professional service providers have perhaps the most to gain from local SEO.First off, they typically remain constant in terms of geographic location.Second, they have a very specialized set of skills that are extremely important to clientele. Finding a good local attorney or dentist is a priority for people living in that region.What’s important is that lawyers’skills remain in high demand.So, the opportunities to improve local SEO rankings through creating original, targeted content are practically endless.”We were advised by our marketing agency to research local keywords to include in our web content, and it has really paid off by getting us the exposure we need.”Local SEO is becoming very important, then, for professionals seeking customers nearby.Lawyers and other professionals can boost their rankings by leveraging their name, address and contact information and verifying their business on internet yellow pages sites, local search directories and niche portals.

3.Repair shops
Like trade outlets, repair shops are typically searched most during emergencies.That’s why these businesses have everything to gain from being present in local searches.From car repairs to computer fixes, repair shops of all backgrounds will gain an advantage in rankings through a local SEO campaign fo on guides and step-by-step tutorials that help consumers.

4.Bars and restaurants
There are few surprises here:Because bars and restaurants are service-based, their success is heavily influenced by reviews — especially on Yelp, other local restaurant directories and social media.With this in mind, local SEO campaigns can give these businesses everything they need to gain exposure online.Additionally, bars and restaurants operate primarily on a local basis and serve a very geographically targeted audience.Gaining good reviews should be a very big priority here.Have you ever been offered a coupon or discount for writing a good Yelp review?Such offers are ploys to boost local rankings (so don’t take them!).

Parting words
Almost every business can benefit from local SEO beyond just the industries I’ve mentioned.The ones that aren’t keeping up have a lot to lose.Luckily, though, businesses will find local SEO cheaper, easier to manage and likely to yield better results than nationwide SEO and other forms of marketing.


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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Organize a Great One-Day Conference

Posted by peterzmijewski | Filed under Seo Techniques

Over the past decade, there have been many great conferences and memorable events than can be written about in the search marketing industry.We have had the rise and fall of some of the most popular large conferences and series, and continue to see how content publishers, trade organizations, and media groups bring us great educational and networking experiences.I have had the opportunity to attend and be part of many events ranging from small local meetups to the largest national multi-day conference, and the energy in the search marketing industry is as strong now at all levels as it ever has been.

The Foundation:Strong Organizer Leadership
The first step in organizing a great one-day conference is in having a strong organizing committee.It is incredibly hard to pull off an event without having people from multiple companies, professional organizations, and various talents.You’re essentially assembling a team that will dictate how successful the event can be.Passion and commitment are critical through a collection of defined roles.You need the quarterback who is the leader and organizer holding it all together.This person is the tie-breaking vote on big decisions and is the quick decision maker on things that don’t need the input of the entire organizing committee.

The Venue & Logistics
Important decisions must be made early on in the process regarding the logistics of the event,including the time frame to hold it, the format of the day, the goal attendance number,necessary food and beverage options, and what type of venue to secure.Some of these decisions play into the format of the day and program, such as the type of structure for speaking sessions, keynote(s), networking time, and sponsor funding.However, it is important to nail down time and place before getting deep into other aspects of planning.Even if you need sponsor dollars to cover venue and setup expenses, getting a tentative plan is necessary to sell the concept to stakeholders.

Event Programming
The format for the event sets the tone and expectation for sponsors and attendees, and is the next critical planning step.Some of the format might have been woven into the venue selection and planning phase, but this is where things get granular.Once the format is outlined and the speaker needs are defined, it is time to craft the speaker guidelines and call for speakers.Some events allow sponsors to have speaking slots and others have strict rules to keep the pitch process totally neutral, excluding leadership committee members and sponsors to preserve neutrality in the content for the event.Regardless of the approach, it needs to be well-defined and documented prior to the call for pitches. The pitch process should be easy to understand and the leadership team or a defined selection committee must be prepared to evaluate pitches as they come in and after the deadline.

Sponsorship Support
It is easiest to seek sponsorship support with a date, venue, and speaker lineup.When you have had years of success, it is much easier to package up the past attendance numbers and sponsor exposure stats to sell sponsorship much like any marketing campaign with impressions, engagement, and other KPI estimates. In the first or early years, the best bet is to sell the idea and the potential, and while cash sponsorships might not be as appealing to potential sponsors, in-kind sponsorships are often just as valuable.Getting a venue sponsor, food and beverage sponsors (breakfast, lunch,happy hour), giveaway sponsors, and other creative ideas can help offset costs without taking on debt that must be recouped by attendance registrations.

Attendance Promotion
By this point, you now have a great product to sell.You have a venue, a strong speaking lineup,sponsorship support, and the ability to get a lot of publicity for the event through all the stakeholders involved.Utilizing social media, email, word of mouth, and other outreach, each stakeholder group can reach their own audiences to help promote the event alongside you.Providing them with a standard brand and message blurb to use in their outreach is important to drive potential attendees to the registration website.Whether this is a site hosted by the leadership group, an affiliate organization, or on a third-party service, this is where all the important information about the event is housed and where you want to drive traffic to.It is important to continue to promote the event and push for registrations throughout the period leading up to the event.For a one-day event, it will draw local attendees who have it on their work calendars but wait until late in the process to register.

Finding the balance between incentivizing to get early registrations while waiting out the procrastinators is important to make sure you have an idea of how many attendees to expect leading up to the event day.

The Event
It is probably a given at this point that with everything else falling into place, you can’t leave anything to chance or unorganized on event day.
*Programs, badges, and swag items organized and ready to hand out
*Registration table staff in place, make sure they know the full process, and that check-in goes smoothly
*Photographer ready and their plan in place
*Food and beverage plan organized and covered
*Speakers and moderators know where to be and when A/V in place and contingency plans lined up (microphones go out, screens go blank, etc.)
*Mentions and shout-outs to sponsors
*Post-event posting of presentations and thank you gifts to sponsors

The format, scope, and unique aspects of your one-day conference will impact the steps you take that lead to your successful event.


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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Create SEO-Friendly Content

Posted by peterzmijewski | Filed under SEO Guru

Quality is always important when producing new content, but it’s the SEO that can boost your efforts of reaching a target audience.SEO-friendly content doesn’t have to be difficult or time-consuming, provided that you understand how on-page SEO can work alongside your content.

Here’s how to create content that both your audience and search engines will enjoy.

Create original content
There’s no point in creating new content if it’s not authentic enough to stand out.Even if you come up with an idea from a different source, it’s still up to you to offer your unique perspective that will add value to the particular topic.Your headline is among the first things that users will come across when carrying out a search.This makes them important, and it’s useful to brainstorm as many variations as you can until you land on the best candidate.Also, make sure that your URL is relevant to the title, rather than a sequence of numbers that only makes it more complicated.

Focus on structure
It’s not just the content, but also its structure, that helps search engines decide on the results they’ll display first.Thus, a clear structure with headings and paragraphs that facilitate reading are preferred both from a user perspective and also from a search perspective.Headings also help search engines get a quick overview of your content, which is why it can be beneficial to feature your focus keyword at least once.

Use keywords
Keywords are less often used nowadays as the first signal to indicate what your post is about, but they are still helpful to offer an overview of the topic you’re focusing on.Keyword research is still useful when trying to decide on the most interesting topics for your audience.Keywords can still be part of your content, provided that they are added in context and at the right balance.There’s no need to sacrifice the quality of your content to include more keywords, as keyword stuffing can lead to the opposite of the result you want.

Aim for readability
The readability of your content has to do with the simplicity of its language, the lack of grammatical or syntactical errors, and the sentence structure.Online readability tests allow you to learn the “reading age” someone needs to understand your content, and they depend on:

*sentence length
*number of syllables per words
*frequency of passive voice

Include internal and external links
Internal links can help you prove your authority in a particular field by creating a logical sequence from one post to the other.This may lead to a series of posts that offer additional value, making it easier for search engines to understand your key topics.External, or outbound, links indicate that you are well aware of the topics you’re writing about, to the extent that you’re ready to use further sources to support your content.It’s more useful to link to reputable sources, as these links have bigger credibility.

Optimize images
As visual content becomes more and more prominent, it cannot be left out of SEO. Luckily it’s not time-consuming to optimise your images.All you have to do is keep in mind a few simple tips:

*Always keep the file name relevant
*Be careful with the file sizes, as they affect the page speed
*Don’t forget to add alt text, or else a title for your image
*Think like a user when naming your images
*Focus on quality images and avoid generic ones

Takeaway tips
If you want to create SEO-friendly content, here’s what you need to remember:
*Focus on user intent
*Be authentic
*Come up with the best headlines for your content
*Pay attention to the content’s structure
*Use keywords wisely
*Edit, proofread and aim for readability
*Use both internal and external links to add further value
*Optimize all your images to gain new opportunities for search ranking.


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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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.


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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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.

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.


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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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.


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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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
*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.


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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