There’s a lot of debate about how an organization should use organic keyword marketing versus the way those same organizations should use PPC marketing. And there seem to be two (and possibly three) distinct camps about what should and shouldn’t happen with these different types of marketing.
The first position is that PPC programs can hurt organic keyword programs. According to subscribers to this position, PPC programs damage organic rankings because the act of paying for a listing automatically reduces the rank of your organic keyword efforts. Those who follow this theory believe that there is no place for PPC programs.
Another position in this argument is that PPC has no effect at all on SEO. It’s a tough concept to swallow, because one would naturally believe that any organization paying for a specific rank in search returns would automatically push organic keyword returns into a lower slot (which supports the first theory). Those who follow this theory believe that there is no need to invest in PPC, because you can achieve the same results with organic keywords, though it takes much longer for those results to become apparent.
The most widely held belief, however, is that a combination of PPC and organic keywords is the best approach. This theory would seem to have a lot of validity. According to some researchers, PPC programs tend to be much more effective if an organization also has organic keywords that rank in the same area as the PPC ranks. For example, if you’ve bid on a keyword that’s consistently placed number two or three in search engine returns, and you have organic keywords that fall in the next few
slots, you’re likely to find better conversion numbers than either organic keywords or PPC programs can bring on their own.
It’s important to note here that all search engines make a distinction between PPC and organic SEO. PPC doesn’t help your organic rankings. Only those activities like tagging your web site properly, using keyword placement properly, and including great content on your site will help you on the organic side. PPC is a search marketing strategy only.
How Can You Get High Quality Backlinks in 2020?
If you’re the owner of a small business, the fact that 20% of small businesses fail within their first year will both daunt and haunt you. However, the fact that you have control over the success level of your business will give you hope. You’re probably wondering exactly what strategies you can employ to remain solidly outside this statistic. The answer comes in the form of one simple word: backlinking.
Building high quality backlinks is essential for any business that’s taking the necessary steps to dip its toes into online marketing and blogging. If you don’t use the technology at your disposal, you’re setting yourself up for failure, so it’s crucial in the modern era that you know how to blog effectively with SEO and incorporate backlinks into your marketing strategies.
Here, we’re going to talk about the best strategies for link posting, so read on to grow your business and enhance success.
Know the Basics
Before you can employ strategies for obtaining quality backlinks, it’s crucial that you know the basics of backlinking.
The word refers to a simple concept: one page linking to another within a blog post. You know the 20% statistic in the first sentence of this blog post? Yeah, that’s a backlink- it takes you to another page related to the post that you’re reading. A backlink is the SEO equivalent of a book rec sheet that recommends novels based on the genres that you’ve already shown interest in.
The importance of backlinks comes at two levels: significance to search engines and significance to users. On the search engine level, having good backlinks on your blog posts helps algorithms determine how reliable your page is. On the other end of the spectrum, you’ll have a good time getting more clicks if other blogs backlink to your site. Not only will people reading those posts be redirected to your page, but search engines will believe your content is important and worth linking to if many other sites include backlinks to your posts.
On the user level, backlinks work as a great form of marketing because they connect the internet user to sites related to those they’re already on. This allows them to see why the services of the blog they’re reading are a good choice to purchase. Even if the page isn’t selling anything, it directs the user to other information that they may like to know.
Use the Right Sites
In order to get high quality backlinks, the first thing you’ll need to do is use websites to check their quality. You want to find high PageRank (PR) backlinks. Doing so ensures that you as well as the content you’re linking to reap the benefits of backlinking.
To gain a greater understanding of this technology, check out the best backlink checker out there. This SEO tool will look into the PR index of the link posting you want to incorporate into your post and ensure that you’re only posting high PR backlinks. Software like Semrush saves you work and stress trying to click through search engines in an attempt to find out whether your backlinks are effective. It also ensures that you’ll have more success finding quality backlinks than you would have if you were just guessing on how to link.
It’s All About Relationships
Building strong professional relationships is a good way to both get high quality backlinks and be linked to by other pages. If you establish a strong rapport with a) a company that often uses your services (or vice versa), or b) a company related to yours but not in direct competition with it, you can have a mutually beneficial relationship. When you both link to one another in blog posts, you boost the traffic on both your websites by a lot.
Furthermore, if you have a relationship with the other blogger, you’ll know that linking to them is credible. You’ll know that you’re getting high PR backlinks because their site ranks highly, too.
Guest posting with SEO is a great way to get people to use your site in backlinking.
A guest post (or guest blog) is essentially when you pay another service to use your site as a backlink. Professional SEO bloggers will then insert these backlinks organically into blog posts for the other website. Sometimes, both you and another company can agree to guest post for each other, ensuring the same mutually beneficial relationship that you would get after building a strong professional relationship. (This can also be the beginning of one such relationship!)
Reclaim Your Links
Link reclamation is another strategy essential to posting high quality backlinks on your blog. Essentially, reclaiming links means that you’re going back through your previous blog posts and eliminating broken or low PR backlinks that you’ve posted before. These links can be replaced with quality backlinks that boost your credibility to search engines.
Reclaiming links is important because the fact that you don’t want any broken links on your site is Website Owner 101. They look sloppy, but more than that, they make you look like you aren’t credible. Users will turn away from you because they believe you don’t care. More than that, though, you’ll be losing out on the opportunity to get the benefits of high PR backlinks.
Get High Quality Backlinks
Employing the top backlinking strategies can be a challenge, especially for a smaller business. Still, it’s absolutely necessary. The payoff is great and everything will be worth it when your organic traffic shoots up faster than you can say the word ‘backlink.’
Now that you know the best tips for getting high quality backlinks and boosting your site traffic, it’s time to get some more blogging tips that will get you hundreds of clicks in no time at all. Check out the ‘contact’ tab on our page to speak with a knowledgeable professional about marketing and blogging strategies that will help grow your business overnight.
How to Create More Clickable Google Search Snippets
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:
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”.
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:
[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:
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!
Recipes will have some nutritional and preparation information, like how long it takes to cook and how many calories are in each serving.
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.
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:
Movies and Books
Movies and books will also show off a ranking system, and some product pages have a star rating alongside price.
HowTo markup will help Google to locate more information from your tutorial, for example, number of steps, time to complete, etc.:
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!
Top the Charts! 5 Must-Know SEO Solutions to Promote Your Managed IT Service
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:
- Website speed
Technical SEO solutions are essential for success. Otherwise, how will customers find your website?
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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