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Archive for the ‘Search Engine Optimization’ Category

Using ALL of Google Webmaster Tools data to tackle (not provided)

Raptor too excited and falls

My reaction to the GWT New Year’s Update

I couldn’t believe it when I saw the January 7, 2014th Webmaster Tools update,

“data in the search queries feature will no longer be rounded / bucketed.”

At first I thought, why would Google go through all that trouble to obfuscate keyword data in Google Analytics, when they planned on handing all that data back through the search query reports in Webmaster Tools? And of course, they didn’t plan on anything of the sort. The relatively minor update only removes bucketing, and does not address the big issue, that they display only 20% to 25% of search query data. I held out hope that, as it appears in the before and after pictures, the sampling rate had been increased from around 20% to around 35%. But while I’ve noticed small changes in some accounts, it does not appear they’ve made this improvement. (more…)

Three Ways to Shift Your SEO Strategy to a 2014 Mindset

“Life is a series of natural and spontaneous changes. Don’t resist them; that only creates sorrow. Let reality be reality. Let things flow naturally forward in whatever way they like.”

- Lao Tzu

When I ask clients about their most valued SEO KPI’s, they inevitably come back to two major points: Rankings & Backlinks. It’s no surprise why, as this is what folks have been taught over the past 10 years; that online marketing & SEO is something to game, to hack. A short cut if you will: Beat the system and come up first by doing the right code tweaks. It went something like this: (more…)

8 Tips on Leveraging Relationships into Links

www.deviantart.com/art/LV-Address-Book-icon-for-Mac-116746441

www.deviantart.com/art/LV-Address-Book-icon-for-Mac-116746441

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…)

The Easy Guide to SEO Basics for Editors

mind the gapIn a company, more particularly a content publishing company, there exists a gap between the editorial staff and the SEO team. It is the purpose of the editorial staff to create content while the purpose of the SEO team is to get the content seen by as many people as possible. The gap I am speaking of lies between the writing skills of the editorial team and the valuable knowledge of the SEO team. This new, unique guide was created with the intention to fill that gap within your company by providing your editorial staff with a minimal and essential understanding of SEO.

Editors and copywriters are hesitant to spend any of their limited free time on learning about another industry’s best practices. After all, they have spent their lives perfecting their own trade. Instead, internal or external SEO teams spend time doctoring up the articles so that they will rank better for a keyword family that the author did not define himself or herself. The purpose of the article or intent of the author can get lost in that process and the value of the content is diminished. (more…)

How to Bulk Redirect Complicated URLs

This is The 404 Situation. 

mike_the_404_situation

No wait, this is. You have thousands of product images stored across many different directories on your website. In an effort to keep things more organized you decide to consolidate those images to one directory on your website, leaving you with the task of creating a best match redirect map for the old images to their new directory. The only similarity between the new and old URLs is the product name. Below I’ll show you how to use regular expression and Excel to make a best match redirect map for complex URLs, leaving you more time to GTL.

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5 Ways to Get Data on PDFs and Other Downloads

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.

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How to Start an SEO Audit

Starting an SEO audit is like playing doctor - well, kind of

We love SEO audits at LunaMetrics. Love them.

Audits are our chance to play the bold TV drama diagnostician who always finds the cure against all odds and saves the day for an endearing patient. Except our patients are websites and the remedies are measured in visits or online sales or donations. Different, but brilliant diagnosing nonetheless.

All of that excitement and passion is not without downsides. Audits are really difficult. Like a doctor meeting a patient for the first time, SEO analysts must start from scratch, gather what limited information is available, and quickly treat pain points — and clients expect immediate results.

This article outlines how to start an SEO audit in a way that positions the project and its SEO for success. Most of this process can be tailored to the client, but one piece is essential:

Rule: SEO AUDITS START WITH A MEETING

Like our favorite TV doctor, we need to meet the patient. This does not require a face-to-face appointment, but it does require some time to talk. Set aside 60 minutes, take out your notepad and prepare to interview the client. It’s time to diagnose a website.
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4 Lessons I Learned From a 500,000 Pageview Blog Post

cheatsheet-traffic
Just over a year ago, I created a monster. You might have seen it lurking around a newsfeed or social network near you – it’s our Ultimate Complete Social Media Sizing Cheat Sheet. I found myself constantly using ‘Inspect Element’ when creating images for social sharing or profiles, and the thought struck me that it might be useful to have all of those dimensions in one place. The rest of the cheat sheet’s origin story might surprise you. I’ll explain a little more about it’s exigency along with three lessons that I learned from the final product. (more…)

Should Nonprofits Have Mobile Websites?

search volume for mobile website

The conversation about mobile websites has been an active one over the last several years with no shortage of opinion or recommendation. This is particularly true in the nonprofit community where so much time is devoted to what needs to be done with far less spent on why or if.

This study intends to shed light on why organizations are investing in mobile websites and if your organization should consider one, too.

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6 Landing Page Optimizations You Need to Know

Landing Page Optimization Best PracticesAll too often landing pages are overlooked as important variables in the search engine marketing equation.  Many marketers and advertisers alike assume that their job is finished after searchers begin to click their links and/or ads.  WRONG!  If you learn one thing from reading this blog today it is going to be this:

YOUR LANDING PAGES ARE THE MOST IMPORTANT PIECES OF THE SEARCH ENGINE MARKETING PUZZLE.

Think about it…

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