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Search Engine Optimization Archives - Page 2 of 2 - Big Blue Robot - Online Reputation Management

How to Get New Content Daily for Better SEO

I’ve been harping on this subject a lot lately, so forgive a bit of repetition here. If you want your site to rank high, and keep ranking high, one of the things you need to do is research on page seo to keep adding fresh content and to start optimizing your content. The search engines like to see that a website is kept up to date and hasn’t become a deserted ghost town.

In previous blog posts I’ve offered some ideas on how to create new content. In this post, I’m going to give you one of the brain-dead easiest and quickest ways to add new content — every day, if you choose.

First, it’s not always easy to come up with something to write about — though in my post “Article Ideas for Your Website” I give you some ways to generate ideas.

Here’s a solution. Find news articles related to your industry and post excerpts from them on your site, with links to the full articles. That takes very little effort on your part, it gives your website visitors some added value by informing them of something that interests them, and it gives you a constant stream of fresh content. It is important in this day and age with so many companies like Zendesk Competition is fierce and your online reputation is becoming more important than your personal references.

How do you find these articles? Let Google do it for you.

Sign up for Google Alerts (www.google.com/alerts), enter the topic you want to monitor, then select “News” under the Type option along with how often you want to receive updates. Google will email you the latest relevant results based on your choice of topic.

Now what? Create a webpage called “Breaking News” or “Industry Updates” or something similar. When Google sends you the results of your query — once a day or once a week — sift through the articles to find a few that are appropriate for your website. Then either write a brief synopsis of the article (a few sentences should do it), or take a brief excerpt, such as the first paragraph of the article and place that on your webpage along with the link to the full article.

Of course, you shouldn’t put the full article on your site unless you have permission from the publisher.

If you’re concerned that placing a link to an article will encourage people to click away from your website, you can have the article page open in a new browser window. Just let your webmaster know that is what you want to happen with these links.

Also, it doesn’t hurt if the synopsis your write or the excerpt from the article contains a relevant keyword or two that you’re trying to rank for, for this we suggest using keyword research services, onсе уоu’vе dоnе kеуwоrd research then you саn wrіtе, рrоduсе аnd optimise wеb pages thаt ѕресіfісаllу target thоѕе keywords аnd phrases уоu rеѕеаrсhеd
. After all, that’s why you’re adding content in the first place.

Try it out. I think you’ll agree this is one of the easiest ways to add new content to your site and help with your SEO efforts.

Why the Right “Anchor Text” is Crucial to Your SEO

In the world of search engine optimization, nothing can give you huge seo boost except links to your website from other sites or niche edits. When Google sees all these links, they know your website is worthy of ranking higher in a search. It’s “social proof” that other people find your website valuable.

But there’s a catch …

On all those other websites, each link will have some kind of label. That is, there will be some text that is clickable and which links to your site. This is called “anchor text”, and what it says is crucial to successful SEO.

The trick is making sure the anchor text includes your keyword phrase, and not something vague like “click here.” You want the link to tell readers and the search engines what your site is about.

Let’s look at an example.

Say you sell bronze plaques that are used for signs and awards. If I were building links for your company, I would have those links say “bronze plaques,” “bronze signs,” “award plaques,” “engraved plaques,” or something similar. It would depend on exactly what search phrase we’re trying to rank for. And we may use different terms to link to different pages on your website.

What about your company name? Well, consider that you’re typically trying to rank for a phrase people will search on that has to do with what you sell. Typically, this is not your company name.

Case in point: One client of mine that offers home automation was using their company name as the anchor text in their back links. It was not surprising that they weren’t ranking well for the search term “home automation,” even though that phrase appeared all over their website.

When we changed the text in the back links from the company name to “home automation” they quickly started to rank for that — simply because Google saw that a lot of other websites were acknowledging that the website was indeed about home automation.

The lesson is that the links back to your website should contain relevant search phrases — anchor text in these links should clearly indicate what your site is about, both to users and to the search engines. Taking care of this one little detail can make a world of difference in search engine optimization.

Article Ideas for Your Website

I’ve talked before about how important it is to update your website content. For SEO purposes, Google likes to see fresh content.

One of the ideas is to write articles and post those on your site. In this case, you simply share some of your expertise with your customers.

Remember that, for search engine optimization, you want to write articles that include the kinds of words and phrase your customers will be searching on. But as I’ve said before, don’t force it. As long as you’re writing about your products or services, you’ll probably include those terms naturally without even thinking about it.

Now, if you’re stuck on what to write about, here are some ways to generate ideas for articles.

The “How to” Article

One of the best things you can include on your site is tips on how to use your products, how to get the most out of a product, how to choose a product, or how to do something that involves using your product or engaging your services.

People love tips, and you do them a favor by giving them a little more information than might be included in a manual or other official documentation they get from you. Consider something like the following:

“How to Extend the Life of Your XT-354 Water Softener”

“How to Choose the Supplements That Are Right for You”

“How to Design a Business Card-Sized Ad”

“How to Start a Garden on a Shoestring Budget”

“How to Boost Your Income With a Home-Based Business”

Whatever you sell, or whatever your website is about, you can always come up with tips for people who have an interest in what you offer.

The “Why” Article

Another brainstorming technique for coming up with article ideas is to start the title with the word “Why” and think about what your customers want to know about. What subjects do they have questions about that you can enlighten them on?

For example …

“Why Your Feet Hurt, Even in $100 Shoes”

“Why Your Vitamins Aren’t Giving You What You Need”

“Why the XT-354 Water Softener is Rated #1 by Our Customers”

“Why Golf Courses Love These Golf Ball Washers”

“Why You’re Not Sleeping As Well As You Should”

The Case Study Article

Your customers want to be assured that what you offer will work for them. Plus, people like stories. You can combine these ideas by writing case studies describing how other customers have benefited from using your products or services.

A typical case study might follow this outline:

  • Describe the customer’s problem, need or situation
  • Include what options they were considering
  • Tell why they decided to buy from you
  • Describe the results they got, or what they were able to achieve
  • If possible, include a statement or two from the customer

If you name them in the article, you’ll need to get permission to use their story. That can makes these trickier to write, but they can be powerful testimonials.

The ideas above should at least get you started in coming up with article ideas. Search engine optimization is an ongoing endeavor, so you should always be looking for content to add to your site.

How to Keep Your Website Content Fresh

The search engines like to see fresh content on your site. The reasoning is that if you’re constantly updating your website, you are more likely to be relevant to people searching for what you offer.

On the other hand, a site that never adds new content may have been abandoned by its owner, so why bother giving it a high ranking?

For large companies that continually churn out corporate communications and have a team of writers, this may not be a problem. They always have something new to say, even if it’s an excerpt of a news article about their company from another source.

You may not have these kinds of resources to tap into. So what’s the best way to keep your website content fresh if you don’t have a full marketing team? Here are a few ideas.

Articles

You, and a lot of others in your company, have some expertise in your industry. Pick a few subjects and write articles about them. They don’t have to be long pieces — 300-600 words is reasonable, and something you should be able to write in less than an hour, if you know your subject well.

Of course, these should be articles relating to your products, services, or industry. That is, they should naturally include some of the keywords people will be searching on, but don’t go overboard trying to stuff them with keywords or phrases.

Keep in mind that if your articles are very informative, other website owners might include a link to them. A nice bonus when it happens.

Press Releases

I’ve seen companies that crank out press releases nearly every day, and websites where the most recent press release was six months ago.

Unless you’re a big corporation with a lot of products and a PR department dedicated to producing corporate communications, you probably won’t have frequent press releases. Still, as long as there’s something — anything — going on at your company, you have fodder for press releases.

Have you updated a product line, changed the terms of your service, moved to a new building, expanded your market, donated to a charity? Write a press release.

You might say, Who cares? And you’re right. Most editors aren’t going to get excited about the fact that you’ve just reached your goal of recycling 70% of your office paper. But the point isn’t to get the story picked up by the media, it’s to update your website content so Google is happy. You’re aiming for search engine optimization, not media attention.

Blogs

I like blogs because they’re a lot less formal than articles or press releases. You can sit down and knock out as short a piece as you like — just say what’s on your mind that day, as long as it’s relevant to your audience.

For SEO purposes of course, you’ll want to include a keyword or two. But again, don’t force it. As long as you’re talking about your products or services, those keywords should come up naturally in anything you write.

Writing a blog post can be as easy as just writing a couple paragraphs on some tip you want to pass along. Or it can be an in-depth discussion about what’s going on in your industry. If you’re just writing a few hundred words, you should be able to update your blog a couple times a week.

One thing to keep in mind is to have your blog on your company website, not hosted by a blog site. Remember, the goal is to keep your content fresh, so you want the blog to live in your website domain.

And if you start a blog, be sure to write a press release about it and post that on your site.

Now, how often should you update your site with new content?

Once a day would be fantastic, but often unrealistic. Three times a week is optimal, though difficult for smaller companies with limited resources. Once a week is the minimal you should shoot for, even if you don’t quite reach that goal. Once a month … well, you can and should do better than that.

Increase Sales by Protecting Your Good Name

Would you rather buy a book with 50 glowing reviews or one with only a few good reviews and tons of complaints? Well, if you’re like most people and the books are similar, you’ll plunk your money down for the one recommended by more people.

The fact is, our purchasing decisions are influenced by what others say. Maybe it’s not always the best buying strategy, but in the long run it tends to work to our advantage.

Your customers behave the same way when deciding if they should buy from you or someone else. If they’ve seen too many critical comments about your products or services, they’re likely to shun you in favor of a competitor.

Even if you don’t have a shopping site where customers can rate your products, write reviews or leave their comments, it’s not too hard for anyone to find out what others are saying about you online. The internet makes it all too easy for anyone to share their thoughts and experiences. That includes commenting on your company, good or bad.

If a search on your company turns up even a few sites with negative comments, you’ll lose a lot of prospective customers. In other words, if your online reputation is tarnished, your sales will suffer.

Conversely, a good online reputation increases sales because prospects who find you — or find out about you — on the internet are more apt to buy from you when others are saying good things about you. This is all very elementary, I know. But I’m often surprised by companies that don’t make the connection, thinking that just because they have a “powerful brand” they don’t have to worry about what some bloggers or review sites are saying.

But your customers are all too aware of what others are saying, and ideally they’ll see nothing but positive reviews and comments when they perform a search on your company.

Interestingly, you may also find you have fewer cancellations or returns when you have a positive reputation. If a company is known for its shady business practices or shoddy products, people are more likely to return something they’re not happy with.

But if you’re known for outstanding customer service and stellar products, your customers are more willing to give you the benefit of the doubt. They’ll work with you to get a problem resolved.

Fewer complaints and fewer returns are just another benefit of a good reputation that affects the bottom line.

When Should You Start Thinking About SEO?

It wasn’t too long ago when the World Wide Web became popular and everyone was scrambling to establish a presence online and looking for where to buy guest post and marketing services to make themselves come on the very top of search engines. Large companies that were doing quite well with their bricks-and-mortar stores decided to “have a go at this internet thing” and created some of the worst websites ever seen — at least by today’s standards.

The trouble was, too many companies jumped on board the Internet bandwagon without a plan, or even a clue. Businesses “tacked on” a website to their marketing strategy and expected results.

We’ve been seeing something similar over the last few years with SEO — companies decide to “tack on” Search Engine Optimization to their established websites, expecting miraculous results. Well, it just doesn’t work that way, at least not ideally.

Sure, you can do a lot to make a web page rank higher with the search engines without making any changes to it. And you can do even better by tweaking the content a bit and making the usual adjustments of the page title, meta tags and so on. Sometimes that’s all a client is willing to do, often because they want to avoid internal battles over marketing strategies and website content.

Fair enough. But making SEO an afterthought, rather than an integral part of the overall marketing strategy, puts you at a disadvantage.

Everyone in this business has seen websites where the first step in effective SEO would be to fire the designer and start over from scratch. Sites that are light on text but heavy with graphics and Flash presentations may appeal to the designer’s artistic sensibilities, but they rarely rank high for specific search terms.

Well-meaning webmasters will do what they can to at least make the site rank for a search on the company name, but they’re up against the marketing department, which has its own ideas of how to run the website.

Part of an SEO expert’s job is to get all the departments working together and help them understand how to integrate search engine optimization into their marketing strategy. It’s one thing to get a site to rank high, it’s another to get it to rank high for the right keywords. After all, if you’re selling custom-made high-priced jewelry, you may not want your site to rank high for “cheap jewelry.”

It’s also important to build the website for the target market, no matter what the CEO or marketing manager may like personally. Achieving this means understanding what words and phrases your target market searches on when they want to find what you have to offer.

That’s why it’s important to consider SEO from the beginning, you can also start here https://www.sponsoredlinx.com.au/ . Building a site that’s relevant to the market and to the search engines involves knowing how people will find it and what they want to do once they get there.

Of course, most companies looking for SEO already have established websites. But the sooner you bring in an SEO reseller expert, the more likely it will be that your site can rank for the targeted keywords your market is searching on.

What Will Google Do Next?

I’m sometimes asked — and sometimes ask myself — What changes will Google make and when will it happen? If you care at all about your website’s ranking in a Google search, as you should, this is an important concern.

Every time Google or any major search engine decides to change their search criteria, many websites are affected. You might be sitting pretty at the top of page 1 of a Google search one day, then find your site far down in the rankings the next day.

This becomes one of those earth-shattering events that reverberates around the globe. It often makes the headlines, and the blogosphere erupts into an outcry of despair. Some smaller companies that depend completely on Internet sales can see their sales plummet if their sites are suddenly ranked lower.

So all of us in this business want to know when the next change will come and what it will be.

Well, it would be great if Google just told everyone in advance how they’re going to change their searching algorithm so we can make adjustments. But, like an earthquake, it’s just one of those “natural disasters” you can’t exactly predict (though we sometimes hear rumors of an impending change).

So the answer to the question above is, nobody knows. Google keeps a pretty tight lid on any information regarding its algorithms.

Sure, we all try to anticipate the search engine changes by following the trends. I look at search metrics about my clients’ websites every day. I talk to others in the search engine optimization and online reputation management business, and we discuss what’s working and what’s not. And if any major changes happen, we can adjust quickly.

What’s still working right now is having a lot of good, relevant and frequently-updated content on your website, and having plenty of legitimate backlinks to your site. No surprise there.

And keep in mind that the search engines often make changes to their algorithms to “punish” those who have achieved high rankings through trickery or devious means, such as cramming  a website full of targeted words that are invisible to the visitor, but that can be picked up by the search engines.

Since I don’t use or advocate these kinds of dishonest techniques for my clients, I’m not too worried that the next big search engine change will have any devastating effect on their website rankings. But I still keep a close eye on what Google is up to.

Following Google Caffeine

Over the last couple of months I’ve been closely monitoring Google results on a number of data centers for signs of the Google Caffiene update. For the last month the data center that my browser was pointed to has been serving two different indexes every half hour or so.

Yesterday, for the first time, I saw the newer results stick around all day long. Today, they seem to be jumping again. Good news for my clients is that the new results are consistently showing better ranking results for their websites.

Here is a thread following Google Caffeine: DigitalPoint.

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