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Business Owners Fear About SEO

Posted by peterzmijewski | Filed under Seo Techniques

Search Engine Optimization (SEO) is one of the many aspects of digital marketing that can seem like a foreign concept to a lot of business owners.For that reason,there are a lot of misconceptionssurrounding it.Let’s take a look at some of the reasons why business owners are hesitant to embrace SEO.

1.It’s too complicated
SEO is by no means a walk in the park.But at the same time,it’s not rocket science.Digital marketing is a constantly evolving entity.A strategy that works one week could very well be obsolete the next.The truth of the matter is that there’s a lot of misinformation about SEO out there.The best strategy for a newcomer is to follow blogs online and read posts regularly to keep up.The landscape of digitalmarketing is moving at light speed.Embracing SEO could very well be one of the best business decisions you will ever make.

2.It’s a scam
There are low-life scammers within the digital marketing realm that prey on the fact that a lot business owners are not very familiar with SEO.When dealing with an SEO agency,one of the biggest red flags to look out for is a guarantee of any kind.Google is constantly changing with algorithm updates.If anyone guarantees you a top spot in SERPs,they are more than likely trying to steal your money.

3.The SEO specialist could ruin my business
It’s true that a constant flow of bad SEO decisions can wreak havoc on a website’s organic search rankings.But this would only happen in a situation where the business owner blindly goes all-in right away,which is rarely the case.SEO agency and your marketing team prior to making any giant leaps.

4.It’s too expensive
The beauty of SEO is that you can start small and take your time in deciding whether or not to make big moves.Let’s take a look at a hypothetical example from One ThingMarketing.Say there’s a business that starts small with a $1,000 monthly investment.With research,they find several relevant keywords that yield more than 35,000 searches per month.If their website appears on the first page of the search results for these keywords,the average click-through rate (CTR) would be 2 percent.The decision to invest in SEO should not be taken lightly.However,regardless of how big or small you start out,more than likely,you will see a strong data-driven ROI.

5.I won’t be able to quantify spending
This is a very common misconception. Using tools for lead generation and landing pages is a great way to bring quantifiable traffic to your website.Regardless of how big or small  your project is,impressions,clicks,keywords and traffic sources can be tracked in a detailed record.This is prime information that can be used to optimize for the future.

6.Creating content is a waste of money
This could not be further from the truth.SEO and content go hand-in-hand.Simply creating website traffic  is one thing.Investing in high-quality content is the key to creating value and encouraging users to stay on your website.When creating content,ask yourself whether it is unique material that readers cannot get anywhere else.

7.Results won’t come quickly enough
They won’t.But keep in mind that if they did,you’d be thrown off your perch just as easily when a new competitor came along.It’s clear what you need to do:just stick around and be consistent.The key is to keep at it.If you decide to invest in SEO,be prepared for the long haul.You’ll be thankful in the end.

Over to you
At first glance,SEO can look like a complicated mountain to climb.Companies everywhere would be wise to look at the big picture and learn how SEO can benefit them throughout the age of the internet.If donewell,it can provide the smaller companies with as much opportunity to get noticed on the SERPs as the bigger enterprises.


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 Data to Justify SEO Fixes

Posted by peterzmijewski | Filed under Seo Techniques

SEO fixes tend to get pushed further down the development queue as their benefit is harder to put a number on.

While you can usually put a definitive number on CRO or UX fixes,SEOs tend to fall into the trap of parroting back Google guidelines,or best practice recommendations,which quite frankly do not stand up to the scrutiny of hard and fast projections.We ground this with keywords,but then pull all the information we can about our competitors to make informed decisions.Wethen use past,current and predicted keyword rankings for the affected pages and project traffic levels based upon estimated click through rates.

*Why Keywords?
Why do we use keywords to estimate traffic levels when we already have traffic in Google Analytics?
GA is not as clean a data set.You’re not going to get an improvement to your branded traffic levels so it will need to be excluded from your data set,and this is pretty much going to be guesswork.Seasonal traffic also need to be removed;while search volumes are subject to seasonal volume alike,we’re looking to measure the impact excluding these factors.A yearly average of search volume is sufficient for this.Stripping out seasonality from GA traffic is trickier.Keyword rankings exclude the white noise which affects Google Analytics,and allows us to sidestep the above tricky questions.Once completed you will be able to say.

To complete this task,you will need a complete list of keywords,search volumes and rankings.So to begin with you’ll need all the keywords you rank for.When I say all I mean all.You only get out what you put in and I cannot stress how critical it is to this task that you get every possible keyword you rank for.Here’s how I would do it.First I’d go into every rank tracking tool;SEMRush,AHrefs,Sistrix and others and export a full list of my domain’s keywords,ranking and search volumes.Don’t neglect the free tools!Google Search Console and the Adwords Keyword Planner are both invaluable additions which some of you will have to lean on more should you have a limited toolset.Make sure you’re keeping tracking of the URL in the export as you will need this later.

Another way of getting a ton of free keywords is with the keyword planner report.Take full advantage of every report available here:product/service (your keywords),top landing pages and the multiply keyword combination report.By this point you should have a monster set of keywords.Get them all into a single sheet and remove duplicates.Here you want to sense check your keywords for irrelevant/branded keywords which won’t be delivering any targeted traffic.Without a clean data set our analysis is pretty much useless so make sure you’re hot on this.The maximum traffic column simply multiplies the search volume by position one’s CTR to give you the total traffic you could ever capture for the associated keyword.

The incremental traffic column takes the current traffic away from the total traffic to give you an estimate on how much traffic is available for your keyword to capture should your rankings increase.Position range and opportunity group pull in from their relative position on the CTR Ref sheet.We will come back to these later.So the easiest way to sort through all this data is through a pivot table.Highlight all the columns,then insert a pivot table into a new sheet and use the following setup:
Sort your rows by URL and then keyword.This allows us to see a breakdown of the total performance of each of your URLs,while expanding the field can show individual keyword performance.Columns are sorted by values.We can now see the average position of your URL,amount of keywords the URL ranks for,the total traffic going into this page and the total incremental traffic available.It is important to filter your pivot table by opportunity group and exclude long terms and no ranking keywords.This allows you to only see keywords which are currently giving you traffic,making the incremental metric as relevant as possible as it won’t be skewed by keywords we have no chance to rank well for.I just ran a quick export of search engine watch’s keywords.You can see that I didn’t exclude any branded or irrelevantkeywords straight away.


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,Facebook Builds a Mobile Search Engine

Posted by peterzmijewski | Filed under Seo Techniques

Facebook is getting into the Googling business.The social network is currently building a search engine that will enable users to look for shareable links within Facebook as opposed to rummaging elsewhere online and then pasting web addresses back into a status update box.‘Add a Link’ that started showing up within certain users’feeds–right next to the buttons where photos,location and friend tags can also be added to statuses.The feature only exists on iOS devices thus far.

“We’re piloting a new way to add a link that’s been shared on Facebook to your posts and comments,”

Facebook told the outlet,adding that it had indexed over one trillion total posts to build the search function.This data is a key differentiator for Facebook’s search function: when users type in keywords,the results are sorted by what is most likely to be shared.

The ‘Add a Link’ feature is just the latest move by Facebook to keep users within its hallowed blue walls.

The New York Times,Buzzfeed and National Geographic to publish stories natively on Facebook,as opposed to linking back to their own sites,in exchange for ad revenue.


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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Startup Marketing:Search,Social and Content

Posted by peterzmijewski | Filed under Seo Techniques

Three of the most important channels to consider if you want to drive traffic to your product’s website and increase sales,are Search,Social and Content.It’s not one or the other,but all three that you must do simultaneously to get maximum benefits.The reason:They’re all interlinked and often you’ll have to use one channel to help amplify the other.

Accordingly,SEO or search engine optimization continues to be relevant to your marketing efforts because content marketing alone will not rank you higher in Google searches;your content needs to be as well optimized for search as as your website.

There are two core SEO components to pay close attention to:on-page and off-page optimization.

On-page optimization:If your website is slow to load,is not optimized for mobile and isn’t providing a good user experience (high bounce rate),you’ll be left wondering why your website doesn’t draw organic traffic from Google.Google wants the best possible experience forusers–meaning that people who are looking for something should arrive at their desired result in the least amount of time.This is how Google ensures that its own product remains relevant to its huge user base.

Off-page optimization:Once you’ve ensured that your website is well optimized,you need to start building an authority for your domain and its pages.The greater your DA,the more likely you are to have strong traffic and high rank.The most important off-page factor that influences your domain’s authority is your ability to get fresh and good backlinks to your website from higher DA websites.

The more that people share your content,the better it is for your Google ranking.Not just thatCreating viral content for social media also helps you get organic traffic from different social media channels where most of your audience is active.

Selecting the right channel(s):Not all of your audience will be across all channels;you must pick one that engages the largest segment of your audience.

Creating a strategy:Once you identify what type of content that will most resonate with your audience,one that isn’t overtly self-promotional,you will find it easier to sustain and grow your fan following.

Be consistent:It takes time to build a strong loyal following in bigger numbers,and the only way to build one is to be consistent in your social media strategy.

Build a community:Once you successfully create a community,you will have a loyal following of highly engaged,targeted audience members whom you can market to (subtly) over a period of time.Don’t post only your own content:The last thing you want to beperceived as is someone who only blows his (or her) own horn.When sharing content across social media,keep a mix of curated content and your own.

Content is at the heart of any marketing initiative–be it social media or your efforts tooptimize for search.Across marketing channels,the one thing that your audience engages with is content.

Set the objective:Write down your objectives clearly–what is the desired result of content marketing.Is it to get more traffic,build brand recognition through thought leadership,increase signups.

Mailing list Create a writing mix:Play with different formats without limiting yourself to plain text.Videos and visual content are known to be more engaging than plain text-based articles.

Plan on 20 percent writing,80 percent promotion:Two really good,detailed posts a week packed with value can bring more traction than five shorter and non in-depth pieceswill.Spend 20 percent of your time writing those two awesome pieces of content a week and the balance of your time amplifying it.

Understand the connection between Search and Social:The more people who find your content of value,the more they’ll be likely to share–sending Google the signal that a particular article is of value to readers,and thus pushing it up in rankings.Good content also provides fodder for your social media 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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SEO and User Experience in Your Web Page Design

Posted by peterzmijewski | Filed under Seo Techniques

“Focus on the user and all else will follow.”But in the past,many SEO professionals have ignored this advice,crafting web pages designed primarily for Web crawlers,and crammed with keywords.Google and other search engines have since come a long way.In particular,Google’s sophistication is such that designing for UX (user experience) is much more valuable than designing just for SEO (search engine optimization).That said,totally abandoning SEO in favor of a UX-focused approach is misguided.While it is true that SEO and UX have become more and more complementary–and that designing for UX does oftenresult in improved SEO–there are some UX elements that affect Google’s ability to crawl a website,and some areas in which they benefit each other.

Going mobile
Google rolled out a mobile-friendly update that boosts the rankings of websites to make them legible and,most importantly,functional,on mobile devices.There are three Google-acknowledged ways to design for mobile devices:responsive design,dynamic serving and separate URLs.Of these three,responsive design is the best choice for both SEO and UX.With responsive design,the website is essentially the same,only serving up different displays according to the device.Separate URLs is the least favorable choice,as themobile must then rank for itself.SEO and UX go hand in hand when it comes to mobile sites.Not only is responsive web design user-friendly:Users aren’t redirected to a different website with which they must become acquainted.And the newly-launched mobile-friendly update makes it SEO-friendly,too.

If you must use infinite scroll,use it wisely

Infinite scroll,in which more content continues to load as the user scrolls to the bottom of the page,has been thought to be a friendly and sleek design for UX.If infinite scroll is a design element you would rather not forfeit,Google recommends creating a paginated series (pages of content) alongside infinite scroll,ensuring fast load times and letting users easily find the content they wanted in the first place.Furthermore,there is a design misconception that content is best served “above the fold,” i.e.,content that can be seen without the user having to scroll.In fact,research shows that users do scroll.

Avoid click-to-expand
Along the lines of infinite scrolling is click-to-expand,or tabbed content.This design uses links or tabs which,when clicked,“open” more content.Although Google has not definitively acknowledged whether this hidden content is ignored,there has been much discussion over it:namely,that Google is not indexing it.Click-to-expand content certainly does appeal to minimalistic web design,but appealing to UX in this case could be detrimental to SEO.

Don’t go image-heavy
Images are a great way to convey information while still appealing to users.that text-only pages can perform better than image-heavy pages,especially if the images are generic stock photos or poorly executed design elements.UX design does favor images but only if they are well done.

Google can read images–and they can appear on Google Image searches and provide SEO value–as long as you:

*Give images descriptive file names.
*Include appropriate alt text.
*Surround the image with relevant text.
*Don’t hide important text within the image.

More is more when it comes to forms
Google agrees,arguing that,“Users are more likely to abandon your site before they go through the entire process,”if you use complicated,lengthy forms on one page.For a better experience,then,allow users to see how much of the form they have left,either with a completion bar or a description about the number of pages.It is generally considered bad practice to break up related content throughout many pages,but a form is one category for which that does not apply.

Design for the user,not for Google
Approaching website design with the intention of being completely SEO-and UX-friendly is unwise and complicated,though there are ways to satisfy both–and it is becoming easier to do so,as Google ramps up its capability to read web pages the way humans do.Keep in mind,however,that as sophisticated as Google and other search engines have become,some UX design elements are still SEO-unfriendly.


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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