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Search Engine Optimisation

Guide to Increasing Organic Traffic through CTR Optimization

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Like with every classroom, there is the quite kid who sits in the back and everyone else just doesn’t seem to notice him.

The ironic thing is – often that kid is worth noticing. 

Perhaps he is really smart, or has some power that others don’t posses and its not until many years later when is a millionaire, that his ex class mates actually take notice.

In the world of SEO/Content Marketing that kid is definitely CTR on SERP’s.

Even on this awesome blog, I only found 2 articles that relate to this topic directly, and frankly speaking they are a little superficial.

Improve your ad copy”. Well, yes…but how?

Careful use of keywords”. Right.

Everyone knows the kid exists, but the ‘Build Quality Links‘ & ‘Write Awesome content‘ kids are just that much louder.

Some people even know this kids name, but no one really knows where he lives or what he does.

Here is a detailed guide on how to improve your CTR & drastically increase your traffic (potentially).

Lets go make friends with the kid.

Step 1: What To Optimize? 

To make this article more actionable and clear I will use a clear case study of one of my biggest projects: diveadvisor.com

Head over to our good old WMT tools > Search Traffic > Analytics.

Make sure to have CTR, Impressions, Positions and Pages selected in the filters.

Next, export all that goodness into a Excel File and get ready for some little hacks that I have recycled, aggregated and improved.

Webmaster Analytics Tools

I am big believer in the power rule and thus I like to just focus on the inputs which can bang out the biggest outputs.

For instance, DiveAdvisor has around 40,000 pages and I’m not really interested in all of them.

This is what I want to get: Pages which ALREADY rank on page 1, have a large search volume (induced through number of impressions) and have poor click through rate.

Through the use of Filters in Excel, we will dig out the gems.

Here are the rules that I have set for myself.

  1. Position must be less than 10
  2. Impressions must be more than 200
  3. CTR must be under 50%

I ONLY want to weed out pages which fulfil all those criteria.

This can be done in under 2 minutes through the use of filters, see GIF below.

Weeding Out Data

That was quick and easy – pat yourself on the back – what you have in front of you is the lowest hanging fruit for improvement in the entire SEO game.

For more advanced users I’d like to add a little note – this article will be focused on a ‘page’ basis i.e: finding pages which rank but don’t convert to traffic, however if you want to take this even further – you should repeat the process with QUERIES and correlate the too. 

For example, diveadvisor.com/mexico might have a high CTR for Queries like ‘Scuba Diving in Mexico’, but a low one for ‘Cheap Diving in Mexico’ EVEN if it ranks at the top for both.

That is very time consuming but literally that document will the holy grail of CTR wisdom for your site.

Step 2: How To Optimize?

Naturally, your priority, or rather the order in which you work through this list should start from the terms for which you have the highest position but the lowest CTR, i.e: Position 1 and CTR of 0%.

Now – be realistic with yourself, if you have a large site this task isn’t something that you can whip up in an hour – and most importantly don’t rush it.

So, what next?

Conventional ‘wisdom’ will tell you to A/B test. 

Lets be real with ourselves. 

That’s an enormous amount of work!

It implies creating new meta stuff for each page, coming back to it months later and endlessly working on the CTR.

Not happening, atleast for me.

Here’s a little trick that has helped me.

Run the KW in a google search and be happy seeing yourself at the top of the pile.

There are a few things that you may see here.

The first thing you might find is that either through your laziness, carelessness or a problem with your CMS, the results look crappy.

Perhaps you never bothered to craft a custom Title & Description, perhaps its too long etc. 

Either way, this is good news, in this case simply creating custom on page meta tags you will make a massive improvement.

On the other hand, if you are seeing what you want to see and everything is tidy, you will need a ladder to eat that banana, and that ladder is PPC mixed in with a little empathy.

Here’s the logic.

If someone is paying daily for clicks, you best be assured that he will find the time to A/B test, or atleast spend more time on crafting his AD than you did on your meta title/description.

Use this as a creative stimulant.

BE WARNED: changing your title tag may actually throw you back in the gutter for your result so be very cautious.

Most likely, the keyword which you are ranking for, or a synonym/variation of it is in your meta title. You need to identify this and make sure that it stays there.

Next, look to your PPC results on the same page for qualitative analysis. 

Step 3: Lets Optimize Something Already!

So through some basic analysis I have identified the first target.

diveadvisor.com/indonesia ges a whopping 5000+k impressions ranks on page 1 always but has a puny 0.03% CTR! 

So frustrating to see that, since just having a higher CTR would bring in 1000’s more visits to that single page!

(Note: its ok to let out a little curse word out loud at this point just to focus your chi).

For e.g if I run a search ‘Scuba Diving in Indonesia’ I see a PPC ad with this meta.

Resorts, dive cruises and courses Hassle Free Dive Planning!

Searching Through PPC Ads

This tells me that perhaps a stronger emphasis must be placed on ‘booking’ and ‘dive planning’ i.e: that someone searching for Scuba Diving in Indonesia isn’t just interested in reading about – but is looking for more actionable mechanisms.

My own results (title):

Complete Guide to the Best Scuba Diving in Indonesia

I guess the people running those queries are not interested in a ‘guide’, they are looking for a way to book their diving.

My Description:

Situated in the middle of the Coral Triangle, scuba diving in Indonesia means you are diving in the world’s epicenter of marine biodiversity.

One thing I’d like to add here is use a little ‘empathy’. A word very rarely heard in the SEO space but is perhaps the most important of all.

Try and visualise the person who is searching for that KW and the questions he may have. 

E.g: “What is the best place to scuba dive in Indonesia?”

“How much does it cost?”

“How do I get there?”

“How can I book a dive trip?”

Based on the insight from the PPC results and my 30 second meditation of empathy I will update my meta tags to:

Title: Scuba Diving in Indonesia: Dive Advice & Business Directory

Description: Learn about the best places to dive in Indonesia, how to arrange your logistics & get a directory of all Dive Shops & Liveaboards for hassle free dive planning.

Conclusion

People in the SEO/Content Marketing Space sometimes are a bit zombie like, and follow some mantras collectively, often ignoring some basics which are right under their nose.

Finish the food on your plate before you go back to the buffet table for the next link building guide book.

Bonus Section

Since this is my first post on bloggingtips.com I want to really tickle some bellies (or fail trying).

This little tricky has helped me in the past and I very rarely see posts on how to do this, despite it being so common sense.

The traffic jump between being the top result on the 2nd page and the last result on the 1st page is HUGE.

Even the difference between being on the bottom of the first page and the top of it is huge.

Here is what I like to do. 

Look through your list that you made and find some gems.

  1. Avg. position around 9,10 or 11.
  2. Search Volume – significant.

Next, once you have identified which page on your site the KW ranks for, you need to build some juicy internal links.

For me, the easiest way is to open AHREFS, run my own site and click ‘Top Content’.

Next, I simply create links from those top content pages to my page which is on the verge of breaking through.

Hope you found that useful! Would be glad to help out in the comments section below!

 

Timur is an entrepreneur in a variety of spheres, with a heavy focus on Internet Marketing & Business Process Re-Engineering. Currently, he runs a Digital Marketing Consulting Company, a Tourism Business & the Founder of DiveAdvisor.com. He lives & hustles in Dubai.

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Search Engine Optimisation

How to Create More Clickable Google Search Snippets

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Google search results are becoming ridiculously competitive. Plus, Google’s search results are becoming incredibly engaging: Many search users prefer to use search results (open “People Also Ask” results, clicks image and video carousels, etc.) that getting a click from search results is getting harder and harder.

With the introduction of new and flashier ways to be seen, you still have to learn how to creatively and dynamically exploit those offered tools. Being seen with so many others attempting the same technique is just as hard as it was when visibility relied only on ranking.

How to get more people click your search listing in SERPs? Here are three really effective ways:

1. Monitor Your Click-Through

The first step to improving your search snippet visibility is to set up monitoring of how your pages are performing right now and get alerted if anything changes.

Finteza is an advanced analytics platform allowing you to keep a close eye on your site performance in search and all the various channels.

To monitor your click-through from organic search:

  • Register an account at Finteza
  • Add their tracking code to your site and give it some time to accumulate some data
  • Click “Sources” and there choose “Search”
  • Go to “Pages” to see how your top landing pages are performing in search:

Finteza

This gives you bird’s eye view on your site organic performance in organic search. It’s a great way to analyze and evaluate your old content. Using Finteza, you can also set up a retargeting campaign to target those search referrals better if they choose to return to your site.

Repeat steps above at least weekly to see if any of those pages start losing clicks from search: These might need some work. Here’s exactly what you may want to do:

2. Use Semantic Analysis

Google uses a variety of analysis methods to identify high-quality content that meets their users’ needs. One of the key components of Google’s content evaluation process is semantic analysis.

Basically speaking, semantic analysis is about clustering your key topic into subtopics and concepts that constitute it. To give a quick example, if we were to apply semantic analysis to [hiking], we’d come up with a variety of underlying concepts including, National Parks, Mountains, picturesque trails, being outdoors, and even birdwatching.

All of those concepts relate to hiking in some way or another.

Broadly speaking, semantic analysis helps machines understand natural language – the way that humans communicate – including context, goals, etc.

When it comes to search optimization, semantic SEO helps:

  • Create more indepth and richer content that meets Google’s expectations
  • Optimize for intent (what’s the end goal behind each search)
  • Give Google enough context for them to create a more clickable search snippet for your listing.

Another example of semantic analysis in action is Google’s results for [where it was filmed]. While the query is seemingly absolutely generic, Google is able to understand this question relates to the movie “It”.

Semantic SEO

Text Optimizer is the semantic analysis tool that goes right to the source, i.e. Google search snippets. For each query you type, it would collect Google’s search snippets and apply semantic analysis to them to come up with the list of underlying concepts:

Text Optimizer

[TextOptimizer’s results for [where it was filmed] – as you can see the tool got the actual context of the query and clustered it into related topics]

Including 20-25 of these concepts into your content will help Google better understand your text, and create richer more clickable search snippets. Here’s a more detailed review of the site I did previously.

3. Optimize for Rich Snippets

Rich snippets have become the new keywords. These little details are what causes your listing to “pop” in a search, catching the eye of the user no matter what place on the first page you occupy. Proper use of rich snippets are a requirement for being seen.

“Rich snippets” are search results providing the user with more answers right within SERPs. To qualify for rich snippets your web page should have rich markup:

Here are the supported types of rich snippets:

Reviews

If you have reviewed a tool or a product, use Aggregate Rating structured data for your search snippet to look like this. This will populate stars in search that definitely draw an eye!

Reviews

Recipes

Recipes will have some nutritional and preparation information, like how long it takes to cook and how many calories are in each serving.

recipes

Events

Events will show dates and times for each event for quick reference. Every event name is linked in search results giving you more clickable links in search.

Event schema

Business

There’s a number of structure data types that allow you to add more details to your brand knowledge graph (NOT for local businesses though).

These include: Official social media accounts, logo, and the corporate contact:

Corporate Contact

Movies and Books

Movies and books will also show off a ranking system, and some product pages have a star rating alongside price.

HowTo

HowTo markup will help Google to locate more information from your tutorial, for example, number of steps, time to complete, etc.:

HowTo

HowTo Schema shouldb’t be used for recipes though. Other than that there are no official restrictions to certain types of tutorials that can have it.

One word of caution here: Only use structured data when it absolutely makes sense. Google frowns upon using Schema just for the sake if rich snippets. If it is not an actual review, don’t use the ratings markup, as it could backfire. Google actually sends manual penalties for a structured abuse, so read the documentation properly to make sure you follow all the rules!

Optimizing for rich snippets relies heavily on whichever website builder and/or CMS you are using. For most of them there are lots of plugins and addons allowing to quickly integrate structured markup.

The above tips will hopefully help you generate more clicks from your current organic positions without having to invest in improving it. See it as a low-hanging fruit opportunity to improving your traffic!

Do you have a tip for optimizing search snippets? Let us know in the comments!

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Search Engine Optimisation

Top the Charts! 5 Must-Know SEO Solutions to Promote Your Managed IT Service

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According to Internet Live Stats, Google processes over 40,000 search queries every second. That’s 3.5 billion searches a day.

When someone searches for your managed IT service, you have the opportunity to attract them straight towards your website.

All you need is search engine optimization or SEO!

Here are five SEO solutions that can help drive traffic to your website. With these techniques, you can attract new customers and grow your business!

Let’s get optimizing.

1. Topics & Keywords

An effective SEO strategy starts with a list of keywords. These keywords reflect the content your customers are searching for online. Using these keywords, you can create content that matches their search intent.

To start, you can use tools like Google Keyword Planner and Google Trends. These tools will show you the popularity of each keyword.

Once you have this list, you can create pillars and clusters. Pillars give your website visitors the main page of collective content. Then, the clusters break this content into sub-topics with specified information.

This strategy can help boost your SEO plan and attract people to your Managed IT Services.

That way, you’re attracting new website visitors while providing them with an easy, efficient user experience, too.

2. On-Site SEO

Your website needs optimization as a whole as well as on a page-based level. To start, make sure your website’s content hierarchy is well-structured.

Then, there are a number of areas that require review to ensure these SEO solutions work.

Once you’ve studied your target audience to determine your keywords, you also need:

  • Descriptive URLs
  • Keyword-optimized page titles
  • Compelling meta descriptions
  • Content optimization (includes keyword placement in headers, body text, etc.)
  • Good user experience
  • Structured data markup
  • Effective call-to-action language

As part of your overall SEO strategy, on-page SEO is an important component of attracting visitors.

3. Off-Site SEO

An off-site SEO strategy includes local SEO. This strategy helps you attract local customers to your website and business.

To start, make sure your listings are updated with the correct content information.

This includes your Google My Business listing as well.

4. Technical SEO

Technical SEO ensures search engines can find your content. These areas include:

  • Crawling
  • Indexing
  • Mobile-optimization
  • Website speed
  • Hierarchy

Technical SEO solutions are essential for success. Otherwise, how will customers find your website?

5. Content

According to Fit Small Business, search is the number one driver of traffic to content sites. In fact, it beats social media by over 300 percent.

Your content should consider customer search intent. That way, you’re giving visitors content that answers their questions. This can include service content, credibility content, and marketing content.

This content should also add value to your business.

Consider writing blog posts or white papers. You can also post videos or add testimonials to your website.

That way, your SEO content shows visitors you’re a valuable resource.

Bring It in: 5 Must-Have SEO Solutions

With these five must-have SEO solutions, you can attract new visitors to your website. The right techniques will then turn these visitors into leads, then leads into paying customers!

That way, your company grows, one SEO strategy at a time.

Check out our latest posts for more effective tips and tricks!

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Search Engine Optimisation

SEO 101: The Essential SEO FAQ for Bloggers

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I don’t provide SEO services and I am self-taught – which hardly makes an expert. But I’ve been blogging for a lifetime and for all these years I’ve been reading about and implementing SEO practices – which means I know more than an average blogger.

With that said, I’ve decided to put together this SEO FAQ for those who want to quickly understand the concept without going too indepth:

What is SEO?

Simply put, SEO is about making a website easy for search engines to discover, go through and understand.

This includes:

  • creating content (based on search engine users’ needs),
  • making your content “link-worthy” (i.e. attract backlinks),
  • using HTML and structured data to make content easier to understand for the machine, etc.

SEO is NOT trying to “fake” any of positive signals search engines use to rank web pages. Search engine friendliness should be authentic and SEO professionals should work together with website owners to achieve that.

Do Bloggers Need to Know SEO?

Yes!

SEO aims at helping a page rank on top of organic search results, and search engines are known to bring the most qualified leads (people turn to Google when they know what they want).

No traffic source is as effective as search traffic. Unlike driving clicks with ads (PPC), organic search is NOT interrupting user’s surfing the web. Instead, it serves them content exactly when they ask

This makes SEO one of the most important digital marketing channels. It can drive highly targeted traffic and pre-qualified leads to your site on a continuous basis (no need to keep investing in ads)

How Has SEO changed over the years?

SEO is maturing fast and it has been exciting to watch. The biggest driving force behind this evolution is Google that has been working hard on their search algorithm to understand natural language and search intent, as well as penalizing any manipulating tactics.

The result: SEO has become more integrated into other marketing channels. Furthermore, SEO is more about focusing on long-term goals rather than quick traffic gains

If ten years ago SEO was all about creating fake signals (keyword stuffing, link buying, etc.), these days it’s all about creating linkable assets that rank and engage potential customers.

The future of SEO is in voice search, artificial intelligence, more diverse content types and channels.

Can SEO Be Handled “At Home”?

WordPress bloggers generally don’t have to worry about getting SEO help. WordPress is pretty well set up and there’s a variety of free plugins to help.

Here’s a detailed guide to get yourself educated: Google SEO: Should it be your only priority?

What is The Most Important SEO Element?

Content… by far! Content is the foundation of any SEO strategy. Content ranks, attracts links, spreads, engages customers and turns them into believers.

Content is not just an article or a blog post. By content I mean any kind of text you put on your site, from a landing page copy to your “About us” page or a product description.

Many businesses jump into digital marketing without willing to invest in content, and this strategy is doomed to failure. Building on-site content should be everyone’s SEO priority.

Text Optimizer is a great tool that helps you create better content by providing you with the mindmap of associated concepts and questions. It uses semantic analysis to process Google’s search snippets and break any keyword into subtopics.

Text Optimizer for content creation

While it’s primarily search intent optimization tool, it’s also helpful for overall content research showing which topics to cover and how to structure your article.

You can read my own Text Optimizer case study here.

What Are the Most Dangerous SEO Myths?

  1. Keyword density… This is one of the most persistent SEO myths out there. Why I dislike it so much is because it fills the web with trash content. Keyword-density focused strategy spoils the brand image and creates lots of problems which take lots of time to fix.
  2. On-page SEO alone will get you to #1. There are so many SEO agencies there that are happy to keep “optimizing” your website but rankings won’t come. The reality, you still need outbound tactics to gain backlinks and external visibility (branding) to achieve higher rankings
  3. SEO is dying… SEO death has been predicted for years now. These days with Google’s new SERPs features that aim at keeping the user using Google, and the fast growth of voice search, SEO is predicted to die soon again

The truth is, SEO is full of ingenuous tools and people. It is evolving together with search engines and it will survive Google’s death one day.

What’s the Best SEO Advice You’ve Received?

There’s a real human being behind each query.

Really if you stop thinking of keywords as “word strings to optimize for” and start seeing them as a real person’s question, SEO becomes much clearer (and more fun).

This mindset helps build more helpful content, optimize for search intent better (why would anyone type this into the search box? What are they willing to do once they find the answer?)

On top of that, by looking at keyword research as something that helps you serve your customer will help you understand your audience better and come up with better products and offers, on a higher-level.

Answer The Public is a nice free tool that turns keyword research into question research helping you to clearer see your readers’ struggles behind their search queries.

answerthepublic

On top of that, the tool also mind-maps the retrieved keywords / questions helping you in brainstorming.

Where Does a Blogger Start with SEO?

As stated above, there’s not much a blogger can do to start with SEO except for creating useful original content.

Here’s also a nice clutter-free introduction into SEO: SEO Basics: Complete Beginner’s Guide to Search Engine Optimization . Here’s a much easier guide but also one that lists the most essential step: 3 Basic Steps to Making Your New Blog SEO-Friendly. Here’s also a helpful writing checklist that will help you handle the basics:

writing checklist

As you may have noticed, I am not listing a ton of tools here as I don’t want this guide to overwhelm the reader. Those mentioned are a good start!

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