SEO

How Semantic Search Framework Changed the Fundamentals of SEO

omologyinfo

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How Semantic Search Framework Changed the Fundamentals of SEO

SEO is a vital part of business success, and keywords have always been fundamental to SEO framework. There was a time when writers crammed keywords everywhere they could fit them, which made content botchy and hard to read. That was because SEO was all about keyword stuffing and rankings rather than user experience. In the early 2000s, the focus shifted from keywords to the user experience. It was a small and subtle change that only professional SEOers noticed in the beginning. Link baiting and keyword stuffing stopped working and began reaping penalties instead of rankings. People started wondering what was going on.

The Hummingbird Algorithm Update

Hummingbird, rolled out in 2013, was the first in a series of algorithms and updates that would change the way sites got ranked in the SERPs. Because keywords and phrases no longer had to match queries precisely, users started seeing more relevant results. Google was pleased, so the company began to put more emphasis on the intent behind the query and less on the verbatim search, returning search results pages with content that matched the query. Words no longer needed to be spelt correctly and the order of the search phrase became irrelevant.

Google incorporated RankBrain, an artificial intelligence element, into the Hummingbird update. RainkBrain helps the search engine interpret users’ search queries; it simplifies complex searches and returns relevant results without the user typing in a long, complicated question. The notion of intent, as incorporated in RankBrain, is the foundation of semantic search.

Positive Impact of Intuitive Search

The AI that begets RankBrain is the fundamental element behind the natural search, which not only interprets the user’s intent but also attempts to anticipate and fill the user’s need for information. That allows users to find valuable content. It is like optimising the internet for the user.

Intuitive and semantic search also brought about rich snippets, which are answers that Google gathers at the time of query and displays on the SERPs. These give the user instant results for relevant information that doesn’t require clicking on a URL and waiting for a page to load. The users also get a better search experience.

More Valuable Content

The metamorphosis of the semantic search has forced site owners to post more valuable content. While keywords are still essential, they are not fundamental to the entire SEO strategy. Site owners must write rich, useful content that has meaning. Hard-to-understand sites stuffed with keywords no longer ran in the SERPs. Users get a better overall search experience because the focus is on the discussion, researched information with authoritative credibility and graphic elements that enhance the content.

The internet is evolving for the better. With semantic search, the emphasis is now on presenting material that is of value to the users. They no longer need to sift through pages of hard-to-read, keyword-stuffed content to find the information they are seeking.

Digital Marketing

SEO Techniques for Improved Organic Traffic

Francesca Taylor

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SEO techniques

Are you ready to get powerful SEO techniques to increase 10x your search traffic even faster?

Nowadays, SEO or search engine optimisation is a major strategy to follow every step you write an article.

Yes, every step. Don’t worry here; I’ll give you the perfect techniques.

Follow the steps below and grow your search traffic quickly.

On-Page SEO Techniques

1. Focus Keyword Optimization

The focus keyword is the search term you want to rank a post or page. When people search for the keyword or phrase, they will get you on SERP (Search Engine Result Page).

So, this became so important for any post or page. And before you pick a keyword as a focus keyword, do some research and analyse them.

I would recommend you to use some tools available on the internet.

Some of them are free, and some pro tools are paid.

The tool I personally use to do keyword research is SEMrush. It’s a paid tool, but it gives me great results and accuracy.

You can use Google Keyword Planner as your primary keyword tool.

And this is the all-time best tool that you can use.

But this keyword tool does not give accurate keyword volume. So, you can use Ahrefs or SEMrush as your keyword research tool.

2. Optimise Post Title

Post Title is the identity of an article. And you should make it very catchy and relevant.

Title optimisation is not a big deal; it’s easy.

Just follow a few steps and done,

2.1 Focus Keyword in the title

Target a focus keyword for your article that describes the entire content in a word or a sentence.

To simplify you more, suppose this article is about SEO techniques, and here I am writing a list of techniques to get more search traffic. So, here I will go with “SEO Techniques“.

I simply put the keyword in this article: Powerful SEO Techniques That’ll Improve Organic Search Traffic.

2.2 Use Sub Keyword on Your Post Title:

Side by side, you should find some sub keyword and add them to the title.

The sub keyword helps readers to understand the content precisely.

Here, I used the keyword “improve organic search traffic“.

2.3 Positive Keyword SEO Techniques

Third, add some positive keywords to the title.

A positive keyword means engaging the keyword.

Such as Powerful, Actionable, Effective, Beginner, Advance, Top, Review, etc

That increases the number of clicks, and it’s worked very well.

2.4 Use Number in The Title

Add some numbers to the title.

If you are writing a tutorial type article and there are some very powerful steps, you can use the number of steps and give a suitable title, such as:

  • How to Make a WordPress site in Just 15 Steps,
  • How to make egg roll in 15 minutes
  • Youtube SEO techniques to improve Subscribers in 2021
  • How to Make a Free Website in 2021

3. Optimise Article URL

Day by day, Google or every search engine algorithm is changing.

A short URL is a better option to get a positive ranking result, but is it enough?

No, you should follow some rules, and here I am giving you the one by one tip.

  • The URL should be shorter and relevant. The shorter URL is getting better ranking results than a long URL.
  • When you add some keyword to a URL, it’s called a keyword-rich URL.
  • So add the focus keyword on the URL. As before I discussed, the focus keyword is an excellent option for you to use everywhere.
  • Adding some numbers on the URL is also a better option.
  • If your focus keyword does not make it enough, you can number, such as year, list number, steps number, etc.

4. Article Optimisation

4.1 Use Proper Headings

Google loves the articles to have appropriately structured and also uses the proper headings.

So, to get a better ranking to use the proper heading structures. Not only that, if you use the headings accordingly, it will be more acceptable for readers.

Headings are used to wrap up the headings and differentiate them from the rest article.

Google fetches the headings and understands that what the paragraph about is.

When you add the important headlines, then use the h2; on the third line, headings use the h3 heading as a subheading.

If you care about your content, then use the heading properly and to quickly get a massive positive result.

  • The first paragraph should be shorter and relevant to the article.
  • Use the focus keyword in the first paragraph of the article.
  • Write relevant and descriptive content only; no need to make it longer.
  • Use table of contents.
  • Keep paragraph short and friendly.
  • Use You and I on the article.
  • Ask questions yourself on the article ( Shall I, Do you have any idea, etc.)
  • Use headings and subheadings to make the article structured.
  • Write a conclusion to each of the article.
  • Add Questions top of the post after the first paragraph.
  • Use quality images.
  • Resource page link building (Wiki, related to the industries)
  • Use long-tail keywords on the article (from SERP bottom).
  • Add FAQ to make it more acceptable to the reader (also helps to rank).
  • Use image and infographics.
  • Use the correct alt tag and keyword in your image.
  • Add image resource link to avoid image copyright issues.
  • Add [Related: Link ] where applicable.

5. SEO Audit

5.1 Meta Description SEO Techniques

This will appear as the description when this post shows up in the search results.

And that’s why you should optimise your meta description because before someone clicked on your article they could find some short info about the article.

And not only that, Google fetch the meta description as well. If your meta description is optimised, you have a better chance to get ranked.

So, How can you optimise, and what should you follow?

Here are the basic techniques to follow,

First, write a meta description that describes what the whole article is about.

Second, input the focus keyword on the meta description as well.

Yes, on a survey, we found that the meta description, including the focus keyword, has better ranking results.

Third, add some sub keyword as well.

To make the meta description more effective, add some sub keyword, but a maximum of 3 to 4 keywords.

Fourth but not the least, add an actionable keyword at the end of the meta description.

Such as, follow the steps, read more, etc. Do some research to get more ideas on.

And the last, the meta description should not be e exceeds 150 words.

5. Clean Technical SEO Problems (Site Audit)

  • Optimise images.
  • Use CDN.
  • Optimise font size and weight
  • Avoid using rush plugins.
  • Use a lightweight theme.
  • Remove broken links from your content (expired or 303 redirect link).
  • Delete underperformance pages (low pages good for SEO).
  • Remove contents that slow down your site speed (post or pages).
  • For mobile-friendly use, WPTouch or AMP.

Off-Page Optimisation

  • Make backlink to authority website related to your industries.
  • Check your site on “GTMetrix” and solve the issues.
  • Encourage others trusted site to link to you (Email Outreach).

Bonus Tips

  • Hack Wikipedia for keyword research.
  • Use Ubersuggest for content ideas.
  • Use Amazon, Reddit for keyword research, Quora, wiki,
  • Use Google suggest
  • CTR- improve: Long Post, #Addon little, Addon Niche, term
  • Dwell Time: Pause content to top, add catchy featured images to get interested.
  • Get an idea from YouTube, wiki, Amazon, Bing.
  • Reduce Bounce Rate (Webmaster tool/by improving your content)
  • Use Adword to optimise for CTR.
  • Pay attention to surf features.
  • Use “people ask for” from Google to use question on your blog post.
  • Update your old content
  • Find your competitors SEO keywords.
  • Write unique content consistently to improve your ranking.

 

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Digital Marketing

Three Landing Page Optimization Hacks for Successful Conversions

Mary Jones

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Landing page optimization

Three Landing Page Optimization Hacks for Successful Conversions

Although limited in scope, landing page optimization is still a sure and proven way to increase website sales and overall profits. Most website owners assume that landing page optimization includes loads of split testing on various sales tools like the header, offer, and perhaps the price point. Others might even believe that any type of website optimization is somehow related to SEO or perhaps even the same thing and thus will help boost online sales by generating more traffic to the page. As strange as it may sound, both of these assumptions are right—AND wrong! You see, landing page optimization boils down to generating more online conversions. But to effectively increase website sales, you need to dothe following to see results:

  • Revise Direct Response Copywriting
  • Refine Landing Page Design, Layout, and UI Features
  • Modify Business Model/Pricing Structure
  • Adjust Back End Programming
  • Implement or Refine Social Media Marketing
  • Adjust On-Page SEO
  • Website Split Testing to Verify Results

Depending on the website’s complexity and specific conversion issues, a landing page optimization can get quite involved and may require multiple experts with particular skill sets to complete. This is why EVERY optimization project should first begin with a detailed website evaluation that includes comprehensive web traffic analysis. These “vital stats” are what landing page optimization experts use to isolate conversion rate issues and make the “needle-moving” gains that increase website sales.

However, conventional website traffic analysis has its limits. Here are just a few of the conversion rate problems that even a detailed web evaluation can miss:

Wrong Price Point: Sure, web traffic analysis can reveal that a landing page isn’t converting well, but it can’t determine whether the price point is the issue unless the site is specifically configured for testing pricing.

Too Many or Poorly Placed UI Features: While all website owners want to keep their visitors engaged via compelling user interface features, how can typical website analysis tell you when there are too many UI features, or they are ineffective? Again, unless the landing page was specifically configured for testing UI features, it can’t.

Wrong Business Model: Is it best to sell a product or service directly through the website or use the site instead as a lead generation tool that only sends prospects to a dedicated sales rep? The answer to this question could well determine website optimization’s success or failure. Unfortunately, traditional website traffic analysis alone cannot answer this question for you.

Quite the mess, isn’t it? So if website analysis is critical to successful landing page optimization but fails to help isolate conversion rate problems in some cases, how will you increase website sales if you can’t find all issues suppressing your results? Well, for the price point, UI, and business model issues, here are three of the most closely guarded website optimization secret strategies for resolving these:

1. To Increase Website Sales, Separate Price Point from Other Web Sales Tools

Most typical website landing pages serve two primary purposes:

Generate Interest: Look, you can have the absolute best-priced widget on the planet, but if your website copywriting and site design fail to generate interest or make the widget relevant to the visitor, they won’t care what the price is. Worse, you won’t make the sale or convert them into a qualified lead.

Prompt Purchase at Given Price Point: This challenge is essentially solved (or not) by the “Offer Details,” where the direct response copywriting helps build value and justify the pricing so the prospect will make a purchase or become a qualified lead.

As you can see, these are very different functions, and Internet marketing experts use various tools to overcome these challenges. However, while website analysis can tell you whether a landing page is converting or not, it cannot tell you whether people aren’t buying due to a lack of interest or the price point.

To solve this problem and ultimately increase website sales, you need to create a “Stratified Sales Funnel” and thus separate off the “Offer details” onto a separate page in the funnel. Some people refer to this separate page as a Pre-Order page since it’s not the landing page nor the shopping cart. But regardless of what you call it, this separate page helps you not only isolate pricing from interest, but it can also help you quickly dial in the price point for maximum profit.

The point here is that by separating “interest-generating sales tools” from “offer details,” you can see precisely what effect pricing has on your website conversions. If you leave all of these components on the same page, you’ll never be able to tell if you’re losing conversions due to a lack of interest or pricing. That’s why the stratified sales funnel is vital to successful website optimization. It helps you increase website sales when used correctly.

Warning:

Please note that you will want to have the “interest-generating sales tools” and “offer details” on the same landing page for maximum conversions in most business models. This is because creating additional steps or hoops in your website sales funnel typically lowers conversions as people bail or leave the funnel with each extra step you ask them to walk through.

However, for dialing in a price point and making sure you are charging the best price for maximum profitability. This stratified sales funnel should be included in any comprehensive landing page optimization and WILL help increase website sales.

What this means is that once the ideal price point has been isolated (and you have verified strong interest by seeing a solid click-through rate from the landing page to the new pre-order page), you will want to move those “offer details” back to the main landing page, so all of the sales tools are on one page again.

Now, this sounds like a lot of work—so is it worth it? Absolutely. This little-known landing page optimization strategy can literally boost online conversions by up to 100% or more. Even more, it can help you avoid hours upon hours of website split-testing trying to figure out whether “visitor interest” or pricing/offer details are the main conversion rate problem. So yes, it’s a bit extra work, but this is one landing page optimization strategy that can make your year when executed properly.

2. Increase Website Sales Using Heat Mapping Analysis

So what is heat mapping analysis, and how can it help you increase website sales? Well, a heat map is a computer-generated map based upon the mouse-scrolling habits of your visitors, so it shows not only where they go on your landing page—but also any links or UI features they engage with.

Please be aware: While heat mapping analysis is by no means a replacement for traditional website traffic analysis. It provides several distinct advantages when performing any landing page or website optimization, including:

  • Indicates What % of Visitors Are Engaging with UI Features
  • Records Visitor Scan Times to Isolate Weak Sections of Content
  • Aggregates Heat Maps to Highlight Broad Trends in Your Market
  • Excellent for Testing Different Traffic Streams

Again, you can gain most of this information using traditional web traffic analysis and a specially-designed landing page. Still, heat mapping analysis can dramatically reduce the necessary time to complete a landing page optimization for faster lead conversion at less expense.

3. Increase Website Sales by Switching to Qualified Lead CTA

In some cases, the most effective and beneficial use of a website isn’t to directly sell a product or service. While this may be a more effortless and less time-consuming use of the website, it can often backfire and alienate visitors who otherwise might have become customers. In some web optimization projects, the fastest way to increase website sales is to use the site as a funnel to send qualified leads to a sales rep who can close the deal in person. This will certainly increase the customer acquisition costs in terms of labor required to complete a sale. However, the added expense of a sales rep might be lower than the customer acquisition costs of attempting to sell directly online in many situations, such as:

  • When Selling High Price Products or Services
  • When Selling Complex Services or Products
  • If Product or Service is Truly Novel or Revolutionary

It’s simple: If you are struggling net consistent and profitable conversions and selling an expensive, complex, or novel product or service, then your best bet to increase website sales would be split-testing against a lead generating version of the landing page. In fact, it’s often best to avoid talking about price points altogether and simply create a compelling CTA providing a valuable lead-generating product or service in return for contact information. So in many cases, your landing page optimization would include creating a simple squeeze page with the new CTA to split-test against the original landing page.

Now clearly, a free lead generating product or service will convert much higher than trying to sell something directly. But the point here is to document how many leads you need to capture to make a sale and then compare that (with sales person time included) to the direct sale page. Then, with facts in hand, determine if switching to a lead-generating CTA is the best landing page optimization strategy to increase website sales ultimately.

Concluding Thoughts

Landing page optimization is one of the surest and fastest ways to boost online conversions. Although a website evaluation with comprehensive traffic analysis is vital to any website optimization project’s success, it can isolate all potential conversion rate problems. The three landing page optimization strategies outlined above will help you overcome any issues with pricing, business model, and UI features to boost online sales and reduce customer acquisition costs for maximum profitability.

 

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SEO

How to Get the Most out of Your Web Site

Tom

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Discussing website project

The old adage “if you build it, they will come” at one time applied to web sites right up until the internet bubble shattered into a million soapy shards.

Nowadays if the web site is used as a marketing tool (electronic brochure) and the objective of your web site is to produce sales, the site has to be different and stand out from other web sites – something that no one else has thought of and has brought to the web.

That’s a very tough thing to do and will usually take a lot of hard work and maybe a venture capitalist or two to help with the development costs of your latest and greatest widget.

In today’s economy, the homeless are richer than most banks so to find a venture capitalist that will sink money into the web you better have more than just a what-if, if you build it, they will come (IYBI-TWC) rhetoric.

A service is tougher to sell to a customer because it isn’t a thing.

A customer can’t touch it or control it.

Service is not objective but subjective.

A customer can’t have a free trial download of service to test it out.

So how should the executive protection/security industry sell a service on the web and do it at a reasonable cost?

As an example, let’s take a look at two industry web sites.

The first Company, Company A, has a web site that contains high-end graphics; fancy action shots, and in there is a list of services that they provide and contact information.

Company A web site cost to build was $10,000.

The second Company, Company B, has low-end graphics – simple design, no fancy action shots, list of services with prices, and contact information.

Company B web site cost to build was $2,000.

Now which industry web site is getting more out of their web site?

One would naturally think the fancy, high-end brochure on the web, right?

But that is not necessarily the case.

The Company A web site is three years old and has the exact same content as day one.

Same services, same content information, same old, same old.

The Company has applied the IYBI-TWC principle.

Yes, it does get potential clients to use their services; but most of their clients have always used this industry service company for x amount of years, so why change.

Don’t get me wrong, this Company is making money, but the same money, from the same clients.

Same eyes are looking at the site, same eyes buying the services.

I call this approach the even keel – just hums along thinking everything is going great – but watch out for those icebergs.

Company B’s web site is also three years old; however, the Company is always updating the site with new services, new schedules maybe a couple of articles related to client feedback or the services they provide.

In other words, the Company is being proactive by managing their web site – keeping it fresh with new content.

This does bring to the web site fresh eyes, and maybe new clients.

But there is something else this Company is doing – looking over the web site statistics.

Web statistics sound like a college math course, but in reality, most Web Hosting Companies make it really easy for you.

Company B is getting the following information from visitors to their web site:

• What pages visitors look at and how often
• How often visitors stay on a page
• What time a day most visitors come to the site
• What web site referred their web site
• What search keywords led visitors to their site
• What country or state visitors are from
• Visitor ISP’s – military, government, education, commercial

Most of the information is standard, and the hosting provider puts the data into a nice bar and circle graphs.

So how does Company B make stats work for them? Let me give you a few practical examples.

Search Keywords

Search keywords are keywords that visitors have typed into Google, MSN, Yahoo, etc. and clicked a search result that led to the Company B web site.

For example, Joe the Plumber is looking for a defensive driving course for his teenage son, so he typed in Defensive Driving; Company B comes up in the search results. Joe, the Plumber, clicks the Company Blink and visits the site.

The upside for using this data is that Company B uses these keyword results to introduce new services and new content so that these visitors will purchase these services rather than continuing their search elsewhere.

Now you wouldn’t want to do too many new services as that wouldn’t be financially prudent, but even posting new information such as links to articles or writing your own is doing two things – keeping visitors on your site and potentially getting new clients.

Visitor ISP’s

This bit of data tells the Company what ISP’s people are using while visiting the site. Some are the usual suspects – Cox, Time Warner, Verizon, but a few might stand out like an ISP that ends with ‘.mil.’ or ‘.gov.’

Let’s put this to work for Company B.

In checking the web statistics for December, Company B notices several visits from an ISP named bragg.army.mil.

At the weekly Company B meeting, the web statistics are reviewed with staff.

A staff member knows someone over in Fort Bragg who does some training.

She places the call and gets Company B and Fort Bragg talking about some of their services.

Fort Bragg says they have gone with Company A for several years and are satisfied with their services, but are interested in what Company B can do for them.

Now in this hypothetical situation Company, A’s even-keel approach could be steering right into an iceberg, and Company B could be starting a long term partnership with Fort Bragg.

Some visitor ISP could be commercial like Raytheon, Fidelity or Starbucks.

Large companies like these run their own ISP’s and could also provide potential leads for clients.

One word on Starbucks though, they rent out their ISP at local coffee shops, so if you see Starbucks in your Visitor ISP data, it most likely means someone logged into the Starbucks ISP and visited your site.

Referrals

Web referrals work like this: Company B posted an article related to their services but also gave good practical advice; another company, abc.com, put a link to Company B’s article on their web site.

The web statistics will show a referral from abc.com.

These statistics are also a good aide in garnering new eyes and potential new clients.

It also does something else – networking and potentially supplemental income.

Now that Company B knows that abc.com posts articles a dialogue has begun.

Company B and abc.com now post articles and shared services on each other’s web sites.

Things are going well between them; they are talking about putting referral finder’s fees for the referral traffic.

A Thing about Hits

All Company B activities are going on while Company A sits and waits for the phone to ring or the email to ping.

Company A has web statistics available, but they don’t think the data is important – except for hits.

They have a counter on their home page for all to see. One hundred twenty-nine thousand five hundred eighty-two hits – looks and sounds quite impressive.

But hits can be deceiving.

Technically speaking, a hit is a call to the server where the file is hosted and presents that file on the browser.

So what does that mean?

Let’s say there are 15 images on Company A’s web site home page if one visitor clicks on the home page, that produces 16 hits – 15 for the image files, and 1 for the page itself.

Now the counter will go up only one notch, but the web stats hit data for Company A will add sixteen.

Let’s say that one visitor clicked on the home page ten times; the counter goes up to ten – the hit data goes up to 160.

Company A thinks several different visitors went to their site when it actually was only one person.

So when you look at hits as a gauge on how your web site is doing – bigger isn’t always better.

Search Engine Optimization

Do a Google search for what your company is selling.

Chances are there will be millions of results.

You find company A’s web site ranked 20th and on the second page and Company B’s website ranked 2nd on the first page of results.

How can Company A improve its ranking?

SEO is the use of various techniques to improve a web site’s ranking in the search engines and thus attract more visitors.

Some of these techniques are free and help a great deal and some techniques you can pay for.

The free techniques are usually slower to move up your web site in rank but in my opinion, are longer-term results.

Here are a few free optimizations that you can do:

Go to Google.Com and do a search for Google site submission.

Enter your site and a one-sentence description of the site.

Do the same to other search engines like Yahoo, Bing, etc.
Whether you have designed a website for yourself or hired someone to develop it, there must be Meta tags for a description and keywords for each page.

I would also recommend that each title on a page represent what is on that page.

Sign up for Google’s Webmasters Tools.

Google has fantastic tools at you or your developer’s disposal such as what keywords searchers are using to get to your site, who is visiting what pages, setting up a site map, a robots.txt file to name a few, all of which will bring your website up and rank.

Sign up for Google analytics.

In addition to the webmaster tools, Google has specific tools to analyze your web site. Keywords, visitors, referrals, bounce rate, how long visitors are staying on your site, how many from what country, etc.

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