Every two years, MOZ releases the results from their industry survey of the ever-changing online marketing profession. With over 3,700 industry professionals participating, this year’s results show big changes across the board. From industry salaries to content marketing tools on the rise, this survey is chock-full of interesting and informative statistics that allow you to see what professionals from around the globe have been experiencing.
Just a few weeks ago Google added a new search algorithm system. This new “precise and fast” algorithm search was created to return better results when it comes to sorting through pieces of information and coming back with the best answers. Hummingbird’s biggest change will come in conversational search. Traditional search focuses on finding matches for words while Hummingbird focuses on the meaning behind the words. This change requires the search algorithm to take a closer look at a web site’s social integration, activity, and social discussions.
How are we addressing the new changes in Google’s search algorithm? By going to the places where conversations occur like Facebook, Twitter, Google, LinkedIn, YouTube, and Yelp. As part of a typical SEO strategy we would post common / back-links on blogs, other sites we own, article syndicate networks, and a multitude of other sources that are relevant to each clients industry and location. But now we are adding social media profile integration as a regular and ongoing part of our SEO programs. We are posting comments on an as-needed basis, on each social profile. An example would be, creating a Facebook post via your company page, with an image of a dish you made. The post would have a comment containing one of the keywords we want to offer, which we would also post on Twitter / Google +.
Social activity is so important now because Google wants to preserve the most legitimate user experience. By awarding ranking priority to sites who are more socially integrated, it makes it more difficult for directory sites or “internet spammers” to manipulate the search results and/or “trick” users to click on pages, that ultimately are less relevant. With the new Hummingbird search algorithm, implementing social media into your SEO is now more important than ever.
The best way to rank content is still link building. Natural links play one of the most important roles in search engines, and can be the most valuable part of your marketing practice. By implementing non-manipulative strategies, you will get the best results for your clients. You want to work towards getting a good variety of link types by creating valuable content, knowing where your target audience is, and promoting and offering a great product or service. By following a few easy strategic tips, users will want to share your links.
Add content regularly – By regularly contributing content on popular sites that target your audience, you will gain more visibility, faster. Sometimes one post a month is not enough. Be diligent.
Use lead generation techniques – Promote content where it is appropriate by targeting specific discussions. Search keywords and phrases to target users and sites.
Get links from high-search pages – Work to get links from pages that are already ranked high with Google. Get your business mentioned on these sites to get relevant traffic sent to your own.
Make use of internal links – Internally link your site’s strong content and take full advantage of the best linking opportunity that you can control for your business.
Guest Blogging – Create high value content on a guest blog that will allow you to include in-content links back to your site.
The second largest search engine in the world is YouTube. This means more people than ever are watching video to consume content. With the number of videos being uploaded on to the site every day, YouTube SEO has become just as important as website SEO. With some unique tips, you can optimize your video to raise both your YouTube rankings and Google search results.
- Name your video file with keywords so that YouTube gives relevancy credit to your video. By naming your file with related keywords, you will get ranked as well as get the right viewers you want to your video.
- Use the closed captions. YouTube crawls content for captions, making it an ideal option for not only getting the attention you want but the opportunity it offers for global viewers. With speech recognition technology, all you have to do is upload your script.
- Consider uploading HD videos. HD videos always outrank standard videos on YouTube. If viewers know that you are investing the time, money, and energy to create a quality HD video, they will assume the content will be just as good.
- YouTube now gives relevancy credit to videos that are watched for a longer period of time. This means creating a fun and engaging video that will have viewers watching longer. Take your time and make something truly enjoyable to watch.
Take advantage of all the ways you can optimize your videos. Don’t forget the basics like creating a headline with proper keywords, putting your link in the description, and including tags from other videos.
Last week SEOmoz unveiled their latest beta product: Fresh Web Explorer, that allows you to track all your links, social mentions and web citations all in one place. With Fresh Web Explorer, you will have easier way to keep track or all the forums, blogs and sites that mention your brand, business, or website. This means you can stop using a number of different tools, making things much simpler.
Just a few of the ways you can immediately use Fresh Web Explorer:
* Check on or keep track of content strategy terms over time, so that you can get an idea of what type of content is getting the most mentions, links, and shares.
* Run competitor analysis so that you can find out where your competitors are being mentioned.
* Find recent mentions where you are not being linked.
As fresh link and mention data becomes more important to marketers, this tool will make a huge difference in your ability to sort mentions by source and date. Fresh Web Explorer will allow you to export data and perform customized searches so that you can customize your reports.
Visit the SEOMoz blog to find out more on how you can use the new Fresh Web Explorer marketing tool to benefit the way you keep track of your business.
Search engine optimization is an important part of the blogging process. Blogs are critical to any social media strategy, as most other tools simply support and create awareness for the content you are placing on your site. Blogs are the best way to generate new leads and potential clients. To improve your blog’s visibility on search results, you may want to follow a few simple tips.
- Create content that your target audience actually wants to read.
- Build more landing pages instead of just posts.
- Implement on-site trust signals for Google to rank higher on search results.
- Optimize categories and tags.
- Make it easy for search engines to find access and index your site easily.
These are just a few simple things that will allow you to take full advantage of SEO on your blog. Content quality is always important as is creating elements that will allow visitors to take action or start a conversation. By tracking everything on your blog that is doing well, you will be able to take advantage of all of your traffic while getting the recognition your blog needs from search engines.
The iPhone 4S, the most popular iPhone, has a voice recognition app called Siri. Siri seems very high tech. You can send text messages from your spoken words, you can check the weather by saying “what will the weather be like”, set calendar reminders by stating the specifics and finding taxis by saying “find taxi”. Some experts are predicting that Siri will kill local SEO. Why? By using Siri you are no longer searching through search results. Siri is searching through search results and calling companies on the top of the list. Of course, that is just speculation. How Siri processes information is an Apple secret. We can only assume though that Siri is picking the crème of the crop in search engine results.
So how can you optimize for Siri? Being on local directories will improve your standing on the internet and for Siri.
It’s no longer enough to simply set up profiles on Facebook and Twitter and call it a day. Instead, establish a profile on any of the following directories and review sites and encourage customers to rate your business there for maximum exposure.
• Google Places
• Yahoo Local
• Bing Local
• Open Table
• Judy’s Book
• Yellow Pages
To determine which of these options are the best fit for your business, do a quick search to see which business sites in your geographic area and industry are ranking well in Google and create profiles on whichever of the following sites they’re using.