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 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.
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.
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.
What Is the Importance of Guest Posting in SEO?
SEO consists of two aspects: on-page SEO and off-page SEO. While on-page is a crucial part, off-page is also a prime factor. Both play a very significant role in ranking your website. Some of the terms we often hear in off-page SEO are link-building, guest posting, profile links, Web 2.0, article submission.
Today, we will discuss guest posting, which is a part of off-page SEO. If you want to know how to do it and how it will be beneficial to your website, you are reading the right article.
What is guest posting?
Guest posting is a very effective way to increase visitors to your website. The process includes writing/contributing an article on someone else’s website. It is one of the effective ways to get back high-quality backlinks and get high-quality referral traffic to your website.
Guest Posting or guest blogging is a win-win situation for everyone. The guest blogger gets high-quality backlinks, and the site owner gets quality content related to his/her website niche. Guest posting started as the next step to social media blogging. But later, it became a way for marketers to gain more backlinks within a short span using spammy techniques. So Google put many restrictions on Guest posting and warns against mass guest posting or low-quality guest posts. But it remains one of the most effective methods for link building.
Valuable guidelines for creating guest posts
- The guest post should be niche-relevant. This means that the article should relate to your website and the website on which you are guest posting.
For example, if your site is about guitars and the host site is about dog food, then the results will not be fruitful. Your article would not get visitors as the information is not relevant. If the admin of the host website notices that you have posted a non-niche relevant link, they will remove your article. All your time and energy will go down the drain. Thus, you must always write an article related to your site and the site you submit your article.
- The content you are going to post should not be plagiarized. SEO is all about creating original content for the reader. Stealing and publishing someone else’s content will only result in you being banned from the website for a lifetime. Or worse, spammed by a Google ban that will not be something you would want.
Guest posting blog goals
Before you start writing a guest post, you must have specific goals in mind. Your aim must not be to get high-quality backlinks and provide irrelevant content (or spun content) to your visitors without delivering any value to them. If you want to take full advantage of your guest blogging exercise, you must have specific goals before writing a guest post. Here are some of the significant factors which you must keep in mind:
- Position yourself as an authority who create meaningful relationships in the industry.
- Get relevant exposure (traffic) to your website.
- Build your site’s domain authority and page authority by getting high-quality backlinks.
How to find the right guest blogging opportunities
This is the first thing you must look for before writing any guest post. You must do thorough research to find the ideal guest post prospects and make a list of sites relevant to your niche or industry. Here are some of the opportunities/prospects which you can consider while posting a guest blog on any site:
1. Google string search
There are hundreds of strings in Google that can help you find the right opportunities for guest blogging. Here are some of the search operators which you can use:
- “submit a guest post…”
- “guest post”
- “guest post by”
- “accepting guest posts…”
- “guest post guidelines”
- [your_topic] “write for us”
- [your_topic] “become an author”
- [your_topic] “guest post”
- [your_topic] “guest article”
- [your_topic] inurl”contribute
2. Social media searches
Want to know the most relevant sites within your niche and industry which guest bloggers post on? The best way is to search with the keyword “guest post” on significant search engines. Twitter is one of the most well-known sites, so you can enter the keyword “guest post” to see the list of tweets posted related to guest posting in your industry. Follow these tweets to know which are the most relevant sites for accepting guest posts.
The use of guest posting in SEO
Guest posting gives many advantages to your website. These include:
- It advertises your site.
- It is an excellent way of marketing.
- If you offer someone to guest post on your site, you will be getting new and fresh content every day.
You can say that it is beneficial to both the sites.
What an ideal guest post should have
A guest post generally consists of 300 to 500 words. There should be a title, headings and subheadings as you would do when doing on-page SEO. When you write your article, you insert a link to your website. And this is how you get the benefit of having more traffic to your web page.
Types of guest posting
There are two types of guest posting – paid and free. Here we are talking about the free or unpaid method, also called article submission.
Guest post writing: How to write a quality guest post
There are some points that you should keep in mind while writing an article which is as follows:
- Check that article is plagiarism-free. The content should be original and fresh. Copied content gets spammed and deleted.
- Put the right amount of keywords in it.
- Give your article a unique title and incorporate your main keywords so that the crawlers would identify your topic.
- Put the main headings and subheadings in your article.
- Make bullet points and short paragraphs to make your article more presentable and reader-friendly.
If you are looking for good results in terms of the ranking of your website, then this is the fastest and the most relevant way to do it.
Why Is Quality Content Creation Important In SEO?
Search engines are the go-to source of information whenever a consumer seeks out a product or service, and if you’ve got a business, you want your name to show up in the search results.
However, this isn’t based purely on relevancy, and many factors will influence your position in the search results, including your commitment to content creation. Given that you’ll be competing with all other businesses offering the same service, you want to make your website favourable in the eyes of Google’s algorithms. And this is possible by ensuring quality content creation for your SEO.
Defining “Quality” Content
SEO content is a content that is specifically created to increase your ranking in the search results, but the quality of the content will determine how helpful it is in doing that. Most of the time, a “quality” piece of content has all of the following qualities:
- Usefulness: You want the content to be useful to the consumer, and usually, this just means being informative.
- Value: Your goal is to provide content that is more valuable than what consumers will find elsewhere, which could mean offering a different perspective or saying something that others don’t seem to be mentioning
- Credibility: You want to come off as credible, and when you are writing about your area of expertise, this is usually pretty easy. Author biographies, customer testimonials, thorough research, and useful links will also add to your credibility.
- Engaging: You want the content to be engaging, and aside from being generally interesting, this usually means having images, tables, and infographics, among other things. Regular updates, comment boxes, and social media sharing links are also helpful.
- Originality: Originality is one of the most essential qualities. While you may not be able to find original topics, the way you approach and write about those topics should be original. This is not only more interesting, but it’s more favourable to Google’s algorithms as well.
Why Does Quality Content Creation Matter?
Every piece of content that you produce becomes another potential entry point into your website, which means more ways for consumers to find you. Google indexes each page of content separately, so the more pages you have, the more times you appear in Google’s index.
While quantity increases the number of avenues that consumers can take to your site, quality increases the likelihood that they’ll come across that content in the first place. This is so important that many people will hire a professional SEO content writer to produce content for them. Google’s algorithms crawl the Internet to create useful and relevant results for the person searching. They favour all of the qualities listed above, and if you explore Google’s many learning resources, you’ll quickly understand the importance of quality.
Google provides guidance on creating high-quality sites, and they’ll tell you that original, information-rich content is one of the most important things you can have. When you can produce engaging and accurate content that clearly explains a topic, you’re more likely to gain visitors and keep them on your site.
Quality Content Is More Likely to Be Shared
Also, remember that high-quality content is more likely to be shared and used on other websites as a resource. Article writing, for example, is a great way to get information out there, and useful articles often get shared. When your content is available in more places, you increase the chances of a potential customer coming across it. Marketing and spreading your content are some of the best things you can do for SEO, and when your content links back to your website, you can bring in more traffic.
This is part of the reason why it’s helpful to include “share” links on your website so that visitors can interact with the content and share pages that they find helpful. High-quality content that gets shared will also spread awareness of your business and help you gain consumer trust.
Keyword Quality and SEO
Content creation in the written form will almost always consider keywords. When you put the right keywords in your content, it automatically becomes more relevant to the person searching.
Researching keywords helps you understand what people search to reach your website. You can use tools such as Google Analytics to find the most successful keywords. Using these appropriately with your website content can be extremely helpful in boosting your search ranking. Of course, you should do your keyword research before writing your content to write more relevant material.
Types of Written Content
Written content comes in many forms, and including various content often helps you improve your search ranking. The most popular types of written content include:
- Product pages
- Blog posts
Other types of content would include photos, videos, and infographics, among other things.
The Benefits of Hiring a Company to Write Your Content
When you need to get serious about article writing or creating content, you can write things yourself, pay one of your employees to write, or find a company that offers this kind of work at an affordable rate.
High-quality content requires a time commitment and no matter how skilled you or your employees might be, producing content can take you away from other responsibilities. When you hire a company, you simply explain your needs briefly, place an order, and wait for them to produce, which will usually be just a few days. The other benefits of hiring a professional include:
- You can make sure that your staff is focused on their core responsibilities, and you don’t have to take extra time out of your day to write website content.
- Even if you think that you are a good writer, remember that an SEO content writer writes every day and is writing things that are similar to what you need, so he or she already knows how to generate quality content. Professional writers know how to write and structure sentences in a way that keeps the content interesting and clear, and everything will go through an editing process to eliminate spelling errors, grammar mistakes, and wordiness, among other things.
- It’s easy for a content writing company to increase their output as you start to require more content. If you suddenly jump from three to six blog posts a month, your content company won’t have any trouble adjusting.
Most importantly, professional content writers know how to think as a reader, and they won’t be biased. They are less concerned with the brand itself and more concerned with producing content that sounds natural and less like an advertisement.
Importance of Keyword Research in SEO
What comes to your mind when you do keyword research for SEO? There are lots of factors involved in keyword research? Time has changed so did the updates of Google. The importance of keyword relevance signals has dropped down over the years as search engines give it less preference and take other factors on the top.
Therefore, it won’t be wrong to say that taking keywords in the title tag or heading tags are no longer mandatory like it used to be.
You must have seen heading tags like (H1, H2, and H3) that help the pages rank in the top five search engine results page. The strategy of using keywords phrases within the text of a webpage shows no importance now to get the page on top rank.
It would be wrong to say to abandon the idea of the keyword research process entirely and start paying attention to content creation. If you are thinking that way then, you are wrong.
Keyword research for SEO is still vital, but the practice has slightly changed. Creating different meanings of a phrase is vitally important as the popularity of the meanings.
The creation of fresh content and the use of words are still an essential part of SEO. This post will give you a better understanding of how to research keywords in the right way that matches the need for search engine optimisation.
The aim is to let you know how keyword research plays an excellent role in speeding up your SEO and numerous misconceptions in the keyword strategies.
Have you ever thought about what unique process does the top-ranked sites in the search engine follow? The top ten rankers rank in the search engine because their web pages can satisfy the user intent specifically for that keyword phrase.
You must know what the user is looking for. Understanding the user intent of a phrase is essential; this is how you will be able to make your content strategy and bring creation accordingly.
The ambiguous user intent gives rise to multiple meanings. So make sure to have a list of all different user intents. When you search for something on Google, you come across the different user intents.
The most searched keywords or the most popular variation is seen on the top rank. Or you can say that the most popular keyword is likely to be seen in the highest-ranked. That is why user intent is important so that you have an idea of what keyword to select that ranks higher in the search engine.
The important insights you must know
As is seen in most of the queries, the top-ranked sites rank at the top not because they have more links attached to their pages. They come to the top-ranked pages because they contain all of the related keywords that customers look for.
Most of the top raked sites on the first page of the search engine satisfy most of the popular user intent for the relevant keyword phrase.
When you search for something on Google, if you are getting to see three user intents for a search query, these will be the most popular user intent shown at the top, not the site containing most keywords anchor text. This takes the keyword popularity to a new level and gives it an entirely new meaning!
In case of a split in user intent, the results will be a little different. Some users are researching for health purposes. Some users are researching with the intent to make a purchase; Google will consistently rank those pages that convey information rather than those for transactional purposes. It doesn’t matter how many links are linked to your page. If the user intent is unpopular on that page, it is challenging to appear in the top five in the search engine.
When it comes to ranking for keyword phrases, it is no longer associated with the term ranking the web pages with maximum links and the most efficient content. The whole idea is about ranking the web pages that satisfy the most popular user intent.
You should have an in-depth understanding of users’ intent. The excellent idea of user intent helps you and the need of the users. That is why an understanding of user intents of keyword phrases is the most important thing. If you go a little up, you will see that keywords from the beginning have played a vital role in ranking and continue to play the same but in a different manner in which they are primarily used.
Planning for SEO strategy is essential, and keyword research is one of the optimal ways of this strategy. Though it can be done using AdWords keyword planner, Google Trends is also one of the best ways to do the same.
Google trends give a platform of lots of keywords that give you a great learning experience and provide you with data not for today but for a more extended time. Google trend is an effective tool to know what searchers intent is and how organic keywords are being placed.
Google Trends will reflect how search terms trend up and down and show the cyclical pattern trending and regional patterns. With the help of cyclical and regional patterns, you will have an idea to roll out certain kinds of keywords and will be able to focus on your link building for a specific type of phrases. Those phrases will gain more popularity in those regions. Consider this a critical sight!
Keyword Research for SEO: 3 Important steps you can follow
Most of you must be looking to find a solution of how a webpage uses a keyword phrase that improves ranking visibility and is easily found in better rankings.
You can follow and keep the below-given steps in mind:
Step 1: Keyword Strategies are about topical map.
A proper keyword strategy works when creating a topical map of your domain so that you can grow your site to become authoritative, trustworthy, and expert.
Step 2: Identify the search and user intent and then satisfy the intent.
The objective of algorithms is to satisfy user queries and answer their questions. Now, they don’t match the search queries to keywords on a web page like old times.
Due to this reason, you don’t need to phrase your pages as questions and answers. Instead, keep knowledge of user intent or search intent latent in the keywords so that you can construct your content and satisfy the user intent in the keyword phrase.
Search engines no longer follow the old method; it has started minimising the importance of keyword relevance signals for ranking.
You must know that keywords are not necessarily essential to be present in the heading tags or title tags (H1, H2, H3) to get a top rank in the search engine results. Also, using exact keyword phrases done within the text is no longer required.
Now, you must be thinking that you should abandon the keyword research process and pay more attention to content creation. No, you don’t need to. Keyword research still plays an underlying part but differently, not like as used to be practised in the past.
For example, the different meanings of a phrase and the popularity of meaning are still vital.
You continue to use the skilful use of words because it is still an important part; this post will show you how keywords can be researched appropriately to easily help search engine optimisations work.
This post will help you understand
- How keyword research still plays an important role.
- What numerous misconceptions are all about.
- Scientific understanding of keywords usage by search engines will help you rank higher in the search engine for high traffic or high conversion keywords.
The guidelines mentioned above are equally important for mobile content as well.
Step 3: Make a strategy to integrate user experience for keywords.
The main reason for web pages to rank is because of the websites linked to those pages. People never link to a web page, considering the keyword relevance. Only SEO becomes a part of a bar, a speakeasy, and a dive.
People link to a site only for a good user experience. Take a look at your keyword list through user intent or search intent. Then, make a strategy for how resulting content should be used to create an optimal user experience. Find the keywords now and improve your users’ experience along with your online marketing strategy!
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