Tag Archive | "Websites"

SMX Overtime: Your questions answered about Google penalties and their impact on websites

SMX London attendees asked SEO expert Fili Wiese a wide-ranging number of questions about penalties, indexing, crawling and more.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Survey: More consumers trust accuracy of SMB websites over Google My Business

BrightLocal also found an overwhelming consumer preference for phone calls vs. other channels such as email and messaging.



Please visit Search Engine Land for the full article.


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Why Local Businesses Will Need Websites More than Ever in 2019

Posted by MiriamEllis

64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

…but please don’t come away with the wrong storyline from this statistic.

As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

  • Why it looks like local businesses don’t need websites
  • Statistical proofs of why local businesses need websites now more than ever
  • The current status of local business websites and most-needed improvements

How Google stopped bearing so many gifts

Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

Consider these five key developments:

1) Zero-click mobile SERPs

This slide from a recent presentation by Rand Fishkin encapsulates his findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

2) The encroachment of paid ads into local packs

When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

3) Google becoming a lead gen agency

At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

4) Even your branded SERPs don’t belong to you

When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

5) Google is being called the new “homepage” for local businesses

As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

“Nothing is enough for the man to whom enough is too little.”
- Epicurus

There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

Your website is your bedrock

“65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” – Via Moz State of Local SEO Industry Report

What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

How often do the top 3 Google local pack results also have a 1st page organic rankings?

In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

*It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

Your takeaway from this

The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

This calls for an industry-wide doubling down on organic metrics that matter most.

Bridging the local-organic gap

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.”
- Aristotle

A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

What makes a website strong?

The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

  • Technical basics
  • Excellent usability
  • On-site optimization
  • Relevant content publication
  • Publicity

For our present purpose, let’s take a special look at those last three elements.

On-site optimization and relevant content publication

There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

  • Keyword and real-world research tell a local business what consumers want
  • These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components
  • Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

Local link building must be brought to the fore of publicity efforts

Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

  • Sponsorships
  • Event participation and hosting
  • Online news
  • Blogs
  • Business associations
  • B2B cross-promotions

There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that Marriott.com is linking to both Tribal resorts on an Albuquerque things-to-do page:

The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

Taken altogether

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Acting now is actually a strategy for the future

“There is nothing permanent except change.”
- Heraclitus

You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

Read the State of Local SEO industry report

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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How to Optimize Car Dealership Websites

Posted by sherrybonelli

Getting any local business to rank high on Google is becoming more and more difficult, but one of the most competitive — and complex — industries for local SEO are car dealerships. Today’s car shoppers do much of their research online before they even step into a dealership showroom. (And many people don’t even know what type of car they even want when they begin their search.)

According to Google, the average car shopper only visits two dealerships when they’re searching for a new vehicle. That means it’s even more important than ever for car dealerships to show up high in local search results.

However, car dealerships are more complex than the average local business — which means their digital marketing strategies are more complex, as well. First, dealers often sell new vehicles from several different manufacturers with a variety of makes and models. Next, because so many people trade in their old cars when they purchase new cars, car dealers also sell a variety of used vehicles from even more manufacturers. Additionally, car dealerships also have a service department that offers car maintenance and repairs — like manufacturer warranty work, oil changes, tire rotations, recall repairs, and more. (The search feature on a car dealer’s website alone is a complex system!)

Essentially, a car dealer is like three businesses in one: they sell new cars, used cars, AND do vehicle repairs. This means your optimization strategy must also be multi-faceted, too.

Also, if you look at the car dealerships in your city, you will probably find at least one dealership with multiple locations. These multi-location family of dealerships may be in the same city or in surrounding cities.

Additionally, depending on that family of dealerships, they may have one website or they might have different websites for each location. (Many auto manufacturers require dealers to have separate websites if they sell certain competitors’ vehicles.)

So if you’re helping car dealers with SEO, you must be thinking about the various manufacturers, the types of vehicles being sold (new and used), the repair services being offered, the number of websites and locations you’ll be managing, manufacturer requirements — among other things.

So what are some of the search optimization strategies you should use when working with a car dealership? Here are some SEO recommendations.

Google My Business

Google My Business has been shown to have a direct correlation to local SEO — especially when it comes to showing up in the Google Local 3-Pack.

One important factor with Google My Business is making sure that the dealership’s information is correct and contains valuable information that searchers will find helpful. This is important for competitive markets — especially when only a handful of sites show up on the first page of Google search results. Here are some key Google My Business features to take advantage of:

Name, address, and phone number

Ensure that the dealership’s name, address and phone number is correct. (If you have a toll-free number, make sure that your LOCAL area code phone number is the one listed on your Google My Business listing.) It’s important that this information is the same on all local online directories that the dealership is listed on.

Categories

Google My Business allows you to select categories (a primary category and additional categories) to describe what your dealership offers. Even though the categories you select affect local rankings, keep in mind that the categories are just one of many factors that determine how you rank in search results.

  • These categories help connect you with potential customers that are searching for what your car dealership sells. You can select a primary category and additional categories – but don’t go overboard by selecting too many categories. Be specific. Choose as few categories as possible to describe the core part of your dealership’s business.
  • If the category you want to use isn’t available, choose a general category that’s still accurate. You can’t create your own categories. Here are some example categories you could use:
    • Car Dealer
    • Used Car Dealer
    • BMW dealer
  • Keep in mind that if you’re not ranking as high as you want to rank, changing your categories may improve your rankings. You might need to tweak your categories until you get it right. If you add or edit one of your categories, you might be asked by Google to verify your business again. (This just helps Google confirm that your business information is accurate.)

Photos

Google uses photo engagement on Google My Business to help rank businesses in local search. Show photos of the new and used cars you have on your dealership’s lot — and be sure to update them frequently. After you make a sale, make sure you get a photo consent form signed and ask if you can take a picture of your happy customers with their new car to upload to Google My Business (and your other social media platforms.)

If you’re a digital marketing agency or a sales manager at a dealership, getting your salespeople to upload photos to Google My Business can be challenging. Steady Demand’s LocalPics tool makes it easy for salespeople to send pictures of happy customers in their new cars by automatically sending text message reminders. You simply set the frequency of these reminders. The LocalPics tool automatically sends text messages to the sales reps reminding them to submit their photos:

All the sales reps have to do is save their customers’ photos to their phone. You set up text message reminders to each sales rep and when they get the text message reminder, the sales team simply has to go into their smartphone’s pictures and upload their images through the text message, and the photos are automatically posted to the dealership’s Google My Business listing! (They can also text photos to their Google My Business anytime they want as well — they don’t have to wait for the reminder text messages.)

Videos

Google recently began allowing businesses to upload 30-second videos to their Google My Business listing. Videos are a great way to show off the uniqueness of your dealership. These videos auto-play on mobile devices — which is where many people do their car searching on — so you should include several videos to showcase the cars and what’s going on at your dealership.

Reviews

Online reviews are crucial for when people search for the right type of car AND the dealership they should purchase that car from. Make sure you ask happy customers to leave reviews on your Google My Business listing and ensure that you keep up by responding to all reviews left on your Google My Business listing.

Questions & Answers

The Google My Business Q&A feature has been around for several months, yet many businesses still don’t know about it — or pay attention to it. It’s important that you are constantly looking at questions that are being asked of your dealership and that you promptly answer those questions with the correct answer.

Just like most things on Google My Business, anyone can answer questions that are asked — and that means that it’s easy for misinformation to get out about your dealership and the cars on your lot. Make sure you have a person dedicated on your team to watch the Q&As being asked on your listing.

Also, be sure to frequently check your GMB dashboard. Remember, virtually anyone can make changes to your Google My Business listing. You want to check to make sure nobody has changed your information without you knowing.

Online directories (especially car directories)

If you’re looking for ways to improve your dealership’s rankings and backlink profile, online automotive directories are a great place to start. Submitting your dealership’s site to an online automotive directory or to an online directory that has an automotive category can help build your backlink profile. Additionally, many of these online directories show up on the first page of Google search results, so if your dealership isn’t listed on them, you’re missing out.

There are quite a few paid-for and free automotive online directories. Yelp, YellowPages, Bing, etc. are some of the larger general online directories that have dedicated automotive categories you can get listed on for free. Make sure your dealership’s name, address, and phone number (NAP) are consistent with the information that you have listed on Google My Business.

Online reviews

Online reviews are important. If your dealership has bad reviews, people are less likely to trust you. There are dedicated review sites for vehicle reviews and car dealership reviews. Sites like Kelley Blue Book, DealerRater, Cars.com, and Edmunds are just a few sites that make it easy for consumers to check out dealership reviews. DealerRater even allows consumers to list — and review — the employees they worked with at a particular dealership:

If they have a negative experience with your dealership — or one of your employees — you can bet that unhappy customer will leave a review. (And remember that reviews are not only left about your new and used car sales — they are also left about your repair shop as well!)

There are software platforms you can install on your dealership’s site that make it easier for customers to leave reviews for your dealership. These tools also make it simple to monitor and deflect negative reviews to certain review websites. (It’s important to note that Google recently changed their policies and no longer support “review gating” — software that doesn’t allow a negative review to be posted on Google My Business.)

NOTE: Many automotive manufacturers offer dealerships coop dollars that can be used for advertising and promotions; however, sometimes they make it easier for the dealers to get that money if they use specific turnkey programs from manufacturer-approved vendors. As an example, if you offer a reputation marketing software tool that can help the dealership get online reviews, the dealership may be incentivized to use DealerRater instead because they’ve been “approved” by the manufacturer. (And this goes for other marketing and advertising as well — not just reputation marketing.)

Select long-tail keywords

Selecting the right keywords has always been a part of SEO. You want to select the keywords that have a high search frequency, mid-to-low competitiveness, ones that have direct relevance to your website’s content — and are keyword phrases that your potential car buyers are actually using to search for the cars and services your dealership offers.

When it comes to selecting keywords for your site’s pages, writing for long-tailed keywords (e.g. “2018 Ford Mustang GT features”) have a better chance of ranking highly in Google search results than a short-tailed and generic keyword phrase like “Ford cars.”

Other car-related search keywords — like “MSRP” and “list prices” — are keywords you should add to your arsenal.

Optimize images

According to Google, searches for “pictures of [automotive brand]” is up 37% year-over-year. This means when you’re uploading various pictures of the cars for sale on your car lot, be sure to include the words “pictures of” and the brand name, make, and model where appropriate.

For instance, if you’re showing the interior of the 2018 Dodge Challenger, you may want to name the actual picture image file “picture-of-dodge-challenger-2018-awd-front-seat-interior.png” and use the alt tag “Pictures of Dodge Challenger 2018 AWD Front Seat Interior for Sale in Cedar Rapids.”

As with everything SEO-related, use discretion with the “pictures of” strategy. Don’t overdo it, but it should be a part of your image optimization strategy to a certain extent on specific car overview pages.

Optimize for local connections

One thing many car dealerships fail to realize is how important it is to make local connections — not only for local SEO purposes but also for community trust and support as well. You should make a connection on at least one of the pages on your site that relates to what’s going on in your local community/city.

For instance, on your About Us page, you may want to include a link to a city-specific page that talks about what’s going on in your city. Is there a July 4th parade? And if so, are you having a float or donating a convertible for the town’s mayor to ride in? If you sponsor a local charity or belong to the Chamber of Commerce, it’d be great to mention it on one of these localized pages (mentioning your city’s name, of course) and talk about what your dealership’s role is and what you do. Is there an upcoming charity walk or do you donate to your local animal shelter? Share pictures (and be sure to use alt tags) and write about what you’re doing to help.

All of this information not only helps beef up your local SEO because you’re using the city’s name you’re trying to rank for, but it also creates good will for future customers. Additionally, you can create links to these various charities and organizations and ask that they, in turn, create a link to your site. Local backlinking at its best!

Schema

If you want to increase the chances of Google — and the other search engines — understanding what your site’s pages are about, using schema markup will give you a leg-up over your competition. (And chances are your car dealership competitors aren’t yet using schema markup.)

You’ll want to start by using the Vehicle “Type” schema and then markup each particular car using the Auto schema markup JSON-LD code. You can find the Schema.org guidelines for using Schema Markup for Cars on Schema.org. Below is an example of what JSON-LD schema markup looks like for a 2009 Volkswagen Golf:

Listen to the SEO for Car Dealerships podcast episode to learn EVEN MORE!

If you want to learn even more information about the complexities of car dealerships and search optimization strategies, be sure to listen to my interview on MozPod’s SEO for Car Dealerships.

In this podcast we’ll cover even more topics like:

  • What NOT to include in your page’s title tag
  • How to determine if you really own your dealership’s website or not
  • How to handle it if your dealership moves locations
  • Why using the manufacturer-provided car description information verbatim is a bad idea
  • Does “family owned” really matter?
  • How to handle car dealers with multiple locations
  • How to get creative with your Car Service pages by showing off your employees
  • Why blogging is a must-do SEO strategy and some topic ideas to get you started
  • Ways to get local backlinks
  • Tips for getting online reviews
  • What other digital marketing strategies you should try and why
  • And more

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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SearchCap: JavaScript powered websites, Google axes political ads & Amazon consumer survey

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Better Content, Better Websites, and a Little Inspiration

Better Content, Better Websites, and a Little Inspiration

On Monday, Brian Clark kicked off a new series of quick copy tips. These are short, powerful techniques that can make your copy more persuasive and get you to your goals faster.

This time, Brian taught us about the Proclamation Lead — a way to cut through the clutter and start your content with a bang. If you’re struggling to make your content stand out, or you just want a potent way to get your message across, give it a try …

On Tuesday, we welcomed our colleague Chris Garrett back to the blog. He wrote about 10 rather sad business website mistakes he recently saw over and over again while he conducted some site critiques — and solutions that will make things better.

And on Wednesday, I asked our editorial team to share their favorite quotes about writing. If you need a little dose of inspiration, there’s a lot to choose from there.

On the Copyblogger FM podcast, I talked about when to go negative with your content — and when to keep things sunny and light. Positive and negative messages both have their place in a smart content marketing strategy, if you deploy them at the right times.

That’s it for this week — have a great weekend, and we’ll see you Monday. :)

— Sonia Simone

Chief Content Officer, Rainmaker Digital


Catch up on this week’s content


quick copy tipCapture and Hold Audience Attention with a Bold Proclamation

by Brian Clark


does your current website hosting company prevent or punish your success?10 Often Overlooked Website Mistakes that May Harm Your Business

by Chris Garrett


editorial roundtable7 Classic Quotes to Inspire Your Writing

by Sonia Simone


Which Works Better: Positive or Negative Content?Which Works Better: Positive or Negative Content?

by Sonia Simone


Are You Making This Common SEO Mistake?Are You Making This Common SEO Mistake?

by Jerod Morris


Busting the Myth of the Starving Artist with Jeff Goins: Part OneBusting the Myth of the Starving Artist with Jeff Goins: Part One

by Kelton Reid


Unleash Your Intuition to Win, with Bernadette JiwaUnleash Your Intuition to Win, with Bernadette Jiwa

by Brian Clark


What Should I Do with My Archive?What Should I Do with My Archive?

by Jerod Morris & Jon Nastor


The post Better Content, Better Websites, and a Little Inspiration appeared first on Copyblogger.


Copyblogger

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Do SMB websites matter anymore? YP doubles down on ‘yes’ with new ‘pro’ SEO product

Company says program resulted in a page one ranking on Google for 70 percent of keywords within a few months.

The post Do SMB websites matter anymore? YP doubles down on ‘yes’ with new ‘pro’ SEO product appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Google Lists Top Websites In Carousel User Interface

Last week we reported on a new user interface rollout by Google showing a top carousel filter to help you expand or diversify your search query.

Well…


Search Engine Roundtable

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Justin Cooke: Co-Founder Of Website Marketplace “Empire Flippers” Explains How You Can Buy And Sell Websites For Big Paydays

Justin Cooke currently lives in the Philippines, where with a business partner he runs an outsourcing company, and also their passion business, a marketplace for buyers and sellers of websites called Empire Flippers. [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] In 2013 their business…

The post Justin Cooke: Co-Founder Of Website Marketplace “Empire Flippers” Explains How You Can Buy And Sell Websites For Big Paydays appeared first on Entrepreneurs-Journey.com.

Entrepreneurs-Journey.com by Yaro Starak

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9 Ways to Get Your Content Published On Authority Websites (Outreach Marketing)

Introduction to Outreach Marketing

Outreach marketing is a marketing strategy that focuses on human-to-human connection and consumer psychology to position ideas, brand, and products to the right audience at the right time.

The simple act of connecting with prospects (your audience) not only helps them learn more and understand what you are about, but can also help them.

Having other people tell your story or market your product (after they have used it or seen it) leads to more traffic, more sales and a better return on investment.

Most consumers value another consumer’s recommendation as compared to the seller pitching for his/her products.

The Blogger Difference

Bloggers, on the other hand, use their platforms to provide useful, unique content and in return acquire high-quality links and exposure into their target audience.

However, I have seen many bloggers posting quality and high-value information on their blogs but get very little exposure or traffic.

Traffic (that converts) is everything in online marketing, and if you cannot get enough traffic or exposure, you are doomed to fail.

While search engine optimization and smart marketing will help your site/blog gain more traffic, outreach marketing exposes your blog to your target audience easily and you can do so via a more personal interaction (as you’ll see).

Authority sites get more traffic and are much more respected, hence a great place to market your brand and products.

TIP: A good rule to follow: to drive more traffic, build authority and get REAL visibility, spend 80% on promoting yourself and 20% on your quality long form content (1500-2000+ word articles are recommended).

Here are 9 Clever Ways for Outreach Marketing you can use:

1. Identify your target audience

The first step to getting your content published on authority sites is by identifying your target audience and what they enjoy.

With the target audience already identified, it will be much easier for you to present and publish content that may interest them.

You can learn key insights by browsing through rival websites to see how they do it. Twitter search can provide a treasure trove of information.

It would also be advisable to go through the authority sites in your market to see how they like content created for them to publish your content.

Reading through their guidelines and terms of service may also help you know how to approach them, and learn more about the target audience.

2. Knowing who your target audience influencers are

A little digging is required to get this valuable information. Put yourself in the consumer’s shoes to find out what they might expect from you.

Social media has made it pretty easy for marketers. Many people turn to their favorite social media platforms for info and recommendations on particular products and services.

With billions of people using social media networks these days, you can use this to your advantage to learn about them, and then start working towards filling in the ‘void’ they may be having.

Buzzsumo.com provides great details about top posts, # of shares and their sharers.

Followerwonk is another great tool to help you find your top influencers, or you can use AuthoritySpy to get a lot more data.

3. Publish informative and high-quality articles on your blog

Armed with information from points 1 and 2, you must first focus on creating high quality and informative content for the target audience to consume. If you have few references, no materials or low quality to share, it will be slow-going.

As long as you can provide your readers and contacts with quality information on topics they are looking for, it will be much easier for them to share the content with their friends and networks.

Before you can publish any post, make sure it is free from errors and that your research and data is easy to back up. Your readers do not want to follow your ideas based on an assumption.

Do proper research on the topic and construct everything carefully based on facts, and in an easy to understand language.

Share your new findings and complimentary research to work they are already interested in.

4. Work on content marketing

Publishing quality content on your blog alone isn’t enough. Especially in a growing, crowded online marketplace.

You need to create and promote.

Use your blog and showcase content, tools, infographics via outreach (email, phone, social) and seek to publish content in strategic locations from your research.

It is only by offering to share highly informative and valuable content that search engines and authority sites will take note and interact with you.

Ensuring only quality posts are published on your blog and other key locations is your best chance of attracting attention from your target audience.

5. Use strategic email marketing campaigns

Email marketing is one of the best outreach marketing campaigns one can adopt.

Creating an avenue for your audience, webmasters and editors to communicate back, by either allowing them to publish comments on your blog or sharing their personal email addresses for further communication is invaluable.

Note: Never embark on buying leads or email lists with the hope of getting more traffic and exposure, unless you can get validated traffic and conversion numbers.

As long as the audience are willing to provide their contact information, and allow you to send them more information, there is a higher chance that they will consume and even share your information.

TIP: The best way to reap big rewards through targeted email marketing is by keeping it simple and making the messages short and to the point. Use references and always include a “helpful” angle to all your emails. Don’t come off as a “sales person” and plan ahead on what they should do next. Make it easy for them.

6. Make use of video posts and video marketing

This is one of the best ways of reaching out to a target audience and receiving improved online exposure.

Many people today prefer watching a short video clip other than reading a long post of written text. (Note: you should test this for your market).

Technology plays a big part in this since consumers have Internet-enabled handheld devices (such as smartphones, iPads, or tablets) and can search & view your materials from anywhere. That includes accessing apps in app store directories.

With these devices capable of playing video clips online, uploading high-quality video clips (how-to or explainer videos) to your blog and network can help drive more traffic to your blog. You can send them the information directly via email too.

TIP: Make use of free video hosting sites (such as YouTube, Vimeo, etc.) to upload videos for increased ranking, exposure and ease of sharing.

7. Social media marketing

Social media is one of the leading sources of traffic for most sites and blogs, and is very helpful during a startup phase.

Millions of people log on to Twitter, Facebook, Instagram, LinkedIn to communicate, to make new friends and connections every day.

This creates opportunities to tap into traffic, deeper research and ease of outreach to your target audience.

Facebook, Twitter, LinkedIn already allow bloggers and marketers to share information through different techniques (posts, paid advertising, #hashtags and @mentions).

Using these features not only increases exposure but also helps drive essential traffic to your blog or website.

While posting informative, creative, or funny content helps gain following on these social networking platforms, it would be advisable to allow users to be able to share content from your blog to their social feeds.

This makes it easier for other audiences to read through the shares hence improving your reputation online.

TIP: When posting to Twitter, include images as they have shown to improve sharing opportunities, but also creates attention and further branding opportunities. Let your targeted audience know about these quality shares.

8. Host on-site blogger events

This is more advanced, but easily one of the best ways of bringing bloggers together, where you act as the leader of the event.

Hosting a blogger event not only improves brand visibility but also creates a stronger ongoing relationship with influential bloggers and editors.

This alone can help you win the hearts of influential site managers hence allow you to publish your content on their sites and vice versa.

TIP: Consider using a series of webinars for these events, and invite other bloggers to speak and present. Using blogger outreach programs to strengthen bonds and brainstorm on new ideas can also market your brand beyond borders, which in turn will improve your authority, trust and online visibility.

9. Work with brand ambassadors

Using or working with a brand ambassador on your blog can also help increase visibility and authority online.

This not only approves the authenticity of your blog posts but also shows that you are an easy to reach person.

Most bloggers hide behind their computer screens and rarely go out to public functions and events.

Attending events also expose you to target audience in person, thus creating a much stronger relationship with them.

It will not be long before you start trending on social media and other influential channels on the Internet.

CONCLUSION:

Outreach marketing not only makes your blog/brand known to target audience but also exposes you to a larger market on the globe.

TIP: Use tools like Pitchbox, HARO and Buzzstream to find quality webmasters, websites and to completely automate the outreach process.


WebProNews

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