In the lexicon of modern marketing, “content marketing” has become a rather popular phrase to bandy about. And it seems like everyone wants to sell you their foolproof recipe for success.
Today, I’m playing that game. My ridiculous line of buzzword-edition Marketing Magnetic Poetry is, “High ROI content marketing is a product of efficiency, synergy, and multi-tasking.” And my “secret sauce” to content creation is:
Always Be Creating content.
This is no secret to true master bloggers and content marketers; they’re 24/7 creators. I don’t include myself in such company, but the better I get at it, the better the return I see on time spent.
Any time you make a significant change related to your website, whether that’s content or the underlying architecture, you should check to see if your changes have impacted the SEO best practices you’ve already put into place.
A few weeks ago, a client unexpectedly informed me that they migrated their web server to a different platform. As I scrambled to see if there were any SEO issues (there were), I realized how little was written on this topic, so I began asking questions and taking notes.
Disclaimer: I’m no expert on servers and web hosting.* However, I am one of the world’s most prolific practitioners of freaking out about things that could hurt a site’s search engine rankings.
Below are a few big takeaways regarding how server software can impact SEO and how to ensure your server switch is smooth with SEO. (more…)
Here’s a quick tutorial on how to use Excel to analyze the keywords that have more than one of your site’s pages ranking in Google organic search results.
Your site may have plenty of keywords that have more than one landing page ranking for a variety of reasons. For example, when someone googles “Google Analytics Training”, there are many different LunaMetrics pages that might display, based largely on where the user is located.
Let’s look at how we can break these out and analyze them further. (more…)
Note: The article contains updates to previous articles “3 Ways to Use Google Webmaster Tools for SEO” and “3 More SEO Tricks in Google Webmaster Tools,” both of which have been redirected to this article.
Google Webmaster Tools ― which I shall henceforth egregiously call “GWT” (apologies in advance) ― is a sweet suite of Google SEO tools that provides data and configuration control for your site in Google. If you’re doing any SEO and you don’t find value in GWT, you either use a paid tool that uses GWT data or you have a great opportunity to expand your toolkit.
There’s a ton you can do with GWT, but it can take a while to learn how to get great return on the time you spend with it. To that end, I’ve tried my best to assemble a meaty, practical collection of key insights on the reports I’ve found most useful (including lots of coverage on the Search Queries feature). (more…)
There are a lot of web pages out there competing for the #1 rank for a lot of keywords. Good SEO is all about picking your battles. You have limited resources, and seemingly unlimited competition, so you need to decide where best to target your SEO efforts and then go hard.
That’s why we use a system called The Keyword Equation to determine a keyword’s value relative to another with a figure called the Keyword Value Index.
(Yes, there’s math involved. No, it won’t hurt you.)
This is part 4 of a series examining mistakes with SEO metrics.
- In part 1 of this series, we discussed 5 huge mistakes regarding top-level SEO KPIs.
- In part 2, we looked at 10 common mistakes made when analyzing SEO metrics in Google Analytics.
- In part 3, we looked at 10 critical errors in analyzing and monitoring crawling and indexation metrics.
Today, we’ll do 10 of the most common mistakes in link metrics. (more…)
I’ve said it before, but I love me a good free tool. Below is a list of my fifteen favorite freebies for doing SEO. While there’s a ton of tools out there, this article means to highlight the essentials. It’s nice to have a huge arsenal, but it can be more powerful to wield a few powerful weapons expertly.
It’s no secret that links matter in search marketing. But – just ask RapGenius – link “building” can be dangerous, resulting in devalued links and even hard-hitting penalties that go beyond mere devaluation.
A few months ago, I attended a breakout session on links where a hyper dude named Neil Rodriguez uttered the words “Google will never devalue relationships.” That statement stuck, and it seems relevant as ever.
Often, when we need to build authority on the site of a new client, the first thing I like to do is look at the existing relationships the company has. As Wil Reynolds has said: “You have people in your CHURCH, why are you running past them to go try to convert people on the street?”
There could be relationships right under your nose, with people more than willing to vouch for your brand. So it just makes sense to take these relationships public for the whole Net to see, and, along the way, possibly happen to earn those editorial votes (i.e. Natural Links) Google craves.
Here 8 quick tips on how. (more…)
One of the notable limitations of Google Analytics (GA) is that it does not provide data on non-html pages out-of-the-box. Thus, if your website has PDF files, Word docs, .wmv files, or other downloads, you’ll face a black hole of data.
But there are ways around that.
Recently, we started a project with a client that had a substantial portion of PDFs on their site. We went through our checklist for SEO for PDFs and determined the following:
- The PDFs were worth keeping in PDF format
- The PDFs needed SEO’d, including needing internal links to other pages on their site
- We lacked data on PDF usage to help our client determine what users were interested in
To the last point, because so many types of content (reports, magazine articles, studies, etc…) were in PDF form, the client really struggled to understand what content performed the best, making content strategizing extremely difficult. So we had to implement workarounds to obtain as much data as possible.
We’ve written about many applicable workarounds in the past, but today I want to get them together in one place for you for easy reference if you want data on your downloadables. So, using our PDF-focused project as an example, below are 5 ways to get data on non-html files.