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Updated: 2018-04-20T20:08:35Z

 



5 Reasons Your SEO Consulting Project Is Failing and How to Turn It Around

2018-04-16T23:38:09Z

5 Reasons Your SEO Consulting Project Is Failing and How to Turn It Around was originally published on BruceClay.com, home of expert search engine optimization tips. The relationship between a business and its SEO consulting firm is a delicate balance of give and take. In order for an SEO strategy to deliver the best results, the SEO consultant must give accurate and useful recommendations, and the client must take that guidance and implement those recommendations. This is a team effort where the consultant solves problems and mentors the client, and the client then learns and implements. Seems fairly straightforward, but it’s not always so. You have no doubt experienced this in your business. A project can have great energy at the outset. But as time passes, progress can be delayed and momentum stalled for a variety of reasons. Here’s the good news: We’ve observed that there are five common roadblocks affecting SEO consulting projects that can absolutely be surpassed — once you know how to identify and push through them. In this article, I’ll go over the five common issues that threaten an SEO consulting project’s success AND how a business can overcome them: Misaligned expectations Time constraints Budget constraints Lack of SEO knowledge Website back-end and architectural issues Read more 5 Reasons Your SEO Consulting Project Is Failing and How to Turn It Around was originally published on BruceClay.com, home of expert search engine optimization tips. The relationship between a business and its SEO consulting firm is a delicate balance of give and take. In order for an SEO strategy to deliver the best results, the SEO consultant must give accurate and useful recommendations, and the client must take that guidance and implement those recommendations. This is a team effort where the consultant solves problems and mentors the client, and the client then learns and implements. Seems fairly straightforward, but it’s not always so. You have no doubt experienced this in your business. A project can have great energy at the outset. But as time passes, progress can be delayed and momentum stalled for a variety of reasons. Here’s the good news: We’ve observed that there are five common roadblocks affecting SEO consulting projects that can absolutely be surpassed — once you know how to identify and push through them. Many potential failure points can be addressed even before the project starts, for maximum results. In this article, I’ll list five common issues that threaten an SEO consulting project’s success AND how you can overcome them: Misaligned expectations Time constraints Budget constraints Lack of SEO knowledge Website back-end and architectural issues There are five common roadblocks that stand in the way of an SEO consulting project’s success (goats not included). 1. Misaligned Expectations Misaligned expectations are a huge reason why consultants fail with their SEO projects. This situation leads to scope-creep and client-satisfaction issues. It often disrespects the SEO team, and sometimes disregards the client’s desires for extra services. Some clients — especially those that are already knowledgeable about SEO — may want to retain unyielding control of their SEO project. This is understandable when you’re a company that had an SEO team and strategy in place already. Issues arise, however, when that in-house team thinks they are better than they are and the consultant is ignored. Generally, our favorite consulting scenario involves working closely with the client’s in-house SEO team. But sometimes conflicting efforts or opinions between the consultant and the client’s SEO team lead to mishaps. A large amount of time may be lost due to drawn-out discussion or inaction. Eventually, the project may see little success. And even worse, with two cooks in the kitchen, sometimes neither can get things done. At the end of the day, both the SEO consultant and the client want results. The challenge for the SEO consultant is to create a list of recommendations that will have the g[...]



The Valuable SEO Advice That Fulfilled One Contest Winner’s Dream

2018-02-23T00:03:50Z

The Valuable SEO Advice That Fulfilled One Contest Winner’s Dream was originally published on BruceClay.com, home of expert search engine optimization tips. On 12th February 2018, Dhananjay Kumar from Max Life Insurance​ fulfilled his five-year long dream of meeting Bruce Clay in person. Dhananjay, who was the lucky winner of Bruce Clay India’s SEO Contest, arrived at BCI’s Gurgaon office to claim his prize — an exclusive 30-minute Q&A session with the Father of SEO, Bruce Clay. Dhananjay, who calls himself a big fan of Bruce Clay, is passionate about SEO. With an eager clasp of hands and the words “can't wait to get started,” he shot off questions for Bruce, which the SEO guru answered with his characteristic composure and just the right dose of humor! The excerpt below contains Bruce's advice on various SEO issues including compliance restrictions, press releases, voice search, local market confusion, PWAs and more. Read more of The Valuable SEO Advice That Fulfilled One Contest Winner's Dream The Valuable SEO Advice That Fulfilled One Contest Winner’s Dream was originally published on BruceClay.com, home of expert search engine optimization tips. This post comes from one of our international partner offices, Bruce Clay India, which Bruce visited this month to meet with the team and deliver his SEO Training course. On 12th February 2018, Dhananjay Kumar from Max Life Insurance​ fulfilled his five-year long dream of meeting Bruce Clay in person. Dhananjay, who was the lucky winner of Bruce Clay India’s SEO Contest, arrived at BCI’s Gurgaon office to claim his prize — an exclusive 30-minute Q&A session with the Father of SEO, Bruce Clay. Contest winner Dhananjay Kumar with Bruce Clay at the BCI office in Gurgaon Dhananjay, who calls himself a big fan of Bruce Clay, is passionate about SEO. With an eager clasp of hands and the words, “Can’t wait to get started,”  he shot off questions for Bruce, which the SEO guru answered with his characteristic composure and just the right dose of humor! The excerpt below contains Bruce’s SEO advice on issues from overcoming compliance restrictions to press releases, voice search, local market confusion, PWAs and more. Dhananjay: Being an insurance firm, we cannot use words like Best, Top and other superlatives. How do we rank for such superlative terms? Bruce: You have a compliance issue. Therefore you cannot use the terms “Best Insurance Company” or “Top Insurance Policy” anywhere on your website or ads. We have the same problem in US with Banking and Insurance companies where you can’t use words like cheap, best, etc. You need to check with your compliance team on what else should you not use. If you remember linear distribution from the SEO Training, you can use the word ‘best’, but not to describe your business or product. Get the two words ‘your business’ and ‘best’ in proximity without violating the compliance. It can be done by saying things like, “Many insurance companies claim to be best but not us.” It can be used in the schema description, meta title and meta description of the page. Also check with your compliance team if using the ‘taboo’ words (Best, Cheap, Top, etc.) in meta titles, meta descriptions and meta keywords violates compliance in India or not, and act accordingly. Dhananjay: Can we rank on our competitors’ brand queries? Bruce: You can, but it’s unethical and ill advised. You cannot use a person’s brand against them. If you do, they can take legal action against you. If you want rank for your competitors’ keywords legally, you can use your competitors’ brand names in a review. But you can’t sell anything on that page or even try. Also, you might be obligated to link to the competitor’s website. Dhananjay: How effective are press releases? Bruce: Press releases are an awareness tool to create buzz about a product, a company or even a keyword. For example, your company creates a new type of insurance. A press release will encoura[...]



7 Mobile-Friendly Navigation Best Practices

2018-02-01T23:38:37Z

7 Mobile-Friendly Navigation Best Practices was originally published on BruceClay.com, home of expert search engine optimization tips. It’s now 2018, and we are officially living in a mobile-first world. In fact, Google has begun the switch to a mobile-first index — which means Google will rank your website based on your mobile content, relevance and UX. Your mobile navigation (menus and internal links) contribute to all three. Good mobile navigation makes it easy for people to find what they need, without bogging down page speed or cluttering the screen. It also needs to keep PageRank flowing to the important pages that you want to rank well in search. Site navigations historically included everything on a site in huge, multi-tiered lists. On mobile, that approach doesn’t work. It looks cluttered. It requires scrolling. And it causes your visitors to bounce away. Here I’ll lay out seven mobile-friendly navigation best practices that make life easier for people visiting your business site on a mobile device: Keep mobile navigation short and sweet. List the most important pages first. Think of search as part of your navigation. Make your navigation intuitive. Be thoughtful about fonts and contrast. Design for touch. Design for the multi-screen mobile user. Read more 7 Mobile-Friendly Navigation Best Practices was originally published on BruceClay.com, home of expert search engine optimization tips. It’s now 2018, and we are officially living in a mobile-first world. In fact, Google has begun the switch to a mobile-first index — which means Google will rank your website based on your mobile content, relevance and UX. Your mobile navigation (menus and internal links) contribute to all three and must work for users and for SEO. Good mobile navigation makes it easy for people to find what they need, without bogging down page speed or cluttering the screen. It also needs to keep PageRank flowing to the important pages that you want to rank well in search. Site navigations historically included everything on a site in huge, multi-tiered lists. On mobile, that approach doesn’t work. It looks cluttered. It requires scrolling. And it causes your visitors to bounce away. class="vidEmbed" src="https://www.youtube.com/embed/NNHBOgX3eI8?rel=0&showinfo=0" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> [...]



Bruce Clay’s Predictions for Digital Marketing in 2018

2018-02-07T22:15:57Z

Bruce Clay’s Predictions for Digital Marketing in 2018 was originally published on BruceClay.com, home of expert search engine optimization tips. Marketing teams across the board will face receding budgets as the C-suite becomes increasingly unwilling to dole out money without solid proof that it delivers results. As a result, I expect to see a focus on attribution tools and better data reporting as the industry scrambles to connect the dots of customer journeys and justify marketing spend. Predictions for digital marketing in 2018 are fairly easy to make — at least compared to the last 13 years of annual prediction posts I’ve written. I am sure that most in the SEO industry who follow Google see these trends already progressing. In a nutshell, the hot buttons SEOs know now will stay hot. Here are my predictions for mobile first, voice search, content, linking, speed, SEO, ecommerce, machine learning, virtual reality and video — to help you be informed to make the right marketing moves this year. Read Bruce Clay's 2018 Predictions for Digital Marketing Bruce Clay’s Predictions for Digital Marketing in 2018 was originally published on BruceClay.com, home of expert search engine optimization tips. Do you remember the buzz and flurry of activity around Y2K? Possibly not, but it was a fire drill of activity to avoid disaster. This year may seem similar as things evolve rapidly in the realm of search. For example, sites that have put off mobile readiness — thinking that most of their traffic comes from desktop, so why bother with mobile? — will find themselves in crisis this year. Marketing teams across the board will face receding budgets as the C-suite becomes increasingly unwilling to dole out money without solid proof that it delivers results (per Gartner’s Oct. 2017 CMO survey). As a result, I expect to see a focus on attribution tools and better data reporting as the industry scrambles to connect the dots of customer journeys and justify marketing spend. Predictions for digital marketing in 2018 are fairly easy to make — at least compared to the last 13 years of annual prediction posts I’ve written. I am sure that most in the SEO industry who follow Google see these trends already progressing. In a nutshell, the hot buttons SEOs know now will stay hot. Make the right moves this year, informed by Bruce Clay’s 2018 digital marketing predictions. Here are my predictions for mobile first, voice search, content, linking, speed, SEO, ecommerce, machine learning, virtual reality and video, to help you make more informed decisions this year. My Digital Marketing Predictions for 2018 Mobile First: Google’s mobile-first index will become a bigger player starting around February. I expect that there will be a significant “disturbance in the force” when companies that have rested on their brand realize that the indexed content has changed enough to disturb their rankings. For sites that are not mobile friendly, Google may continue to index the desktop version and hold off moving it to the mobile-first index. However, I don’t expect their rankings to hold since mobile user experience is the search engine’s top priority. I anticipate Google will roll out mobile-first faster than expected. But even the preparation for it is changing the search engine’s index — which impacts rankings. For instance, businesses trying to speed up their sites may remove large images, eliminate non-essential content, and modify other elements including links. Just altering the navigation menu to simplify it for mobile users changes a lot. All of this fluctuating content will affect the index and (combined with other changes) potentially create a flurry of lost-traffic panic.Sites that have put off mobile readiness — thinking that most of their traffic comes from desktop, so why bother with mobile? — will find themselves in crisis this year.Click To Tweet Voice Search: Right behind mobile, I predict voice search will be a major SEO[...]



Are Writers Expected to Do SEO? New WordPress SEO Tools to Support Content Writers

2018-01-12T17:44:11Z

Are Writers Expected to Do SEO? New WordPress SEO Tools to Support Content Writers was originally published on BruceClay.com, home of expert search engine optimization tips. We’re in a time when writers carry a heavy responsibility. They produce the fuel that SEO and marketing engines need to drive sales forward. That’s because content marketing requires a LOT of content. In fact, 72% of marketers surveyed said relevant content creation is the most effective SEO tactic. It makes sense, then, that writers should be equipped with tools that help them make informed SEO decisions along the way to making relevant content. Read about why original content is harder to produce and the solution to the growing need for SEO-skilled writers who can analyze data and decide what content needs creating in this post. Are Writers Expected to Do SEO? Are Writers Expected to Do SEO? New WordPress SEO Tools to Support Content Writers was originally published on BruceClay.com, home of expert search engine optimization tips. We’re in a time when writers carry a heavy responsibility. They produce the fuel — SEO-ready content — that marketing engines need to drive sales forward. Content marketing requires a LOT of content. In fact, 72% of marketers surveyed said relevant content creation is the most effective SEO tactic. It makes sense, then, that writers should be equipped with tools that help them make informed SEO decisions along the way to making relevant, optimized content. At the beginning of each year I share my marketing predictions, and last year I wrote: “New tools will help content marketers produce targeted, high-quality content at the time of publishing. Content writers demand more data and become more technically bold as easy-to-use tools provide traffic and competitor SEO stats, ushering in a new generation of targeted high-quality content.” Admittedly, this led to the WordPress SEO plugin that we developed and announced last October. After all, if you predict something you should also act on it! What a plugin like Bruce Clay SEO for WordPress does is give writers and publishers a tool to create targeted content that is reasonably search engine optimized. Writers are empowered with website and web page analytics data in a familiar environment in a user-friendly UX. Writers get competitive analysis of the targets they are aiming to outrank with their own content. And writers get all this at the point of publishing allowing for streamlined analysis within the World Wide Web’s most popular publishing platform. This is critical because … Original Content Is Becoming Harder to Produce Marketers are increasingly turning to content as a way to market to ad-averse digital natives. As a result, the amount of content available on every topic possible has grown exponentially. Content works at every stage of the customer journey from brand awareness to lead generation. And everyone knows that content is needed to be in business today. This has led to content burnout. It’s obvious that today’s best writers have a growing need for SEO skills to help them analyze data and decide what content needs creating. Content burnout or overload has happened as so many topics have been covered in-depth online. Original content is harder to produce because so much has already been written on so many topics. Targeted content is in some ways easier to produce because of the amount of tools available and the lower volume of existing content online, but to produce both original and targeted content is still difficult. Is Too Much Content a Bad Thing? This content economy has positive implications for SEO. The more quality content you have on a site covering one particular topic, the more likely you are to rank high on search engine results pages (SERPs). We believe that authors need SEO to become first among equals. Creating a massive amount of quality SEO content makes it hard for the competition to keep up. As long a[...]



The Digital Marketing Conference Calendar: 250+ Events Across the Globe, Updated for 2018

2018-04-05T23:22:57Z

The Digital Marketing Conference Calendar: 250+ Events Across the Globe, Updated for 2018 was originally published on BruceClay.com, home of expert search engine optimization tips. Digital marketing conferences are held all over the world, from Los Angeles to Beijing and everywhere in between. Thousands of SEOs, SEMs, content marketers, social media strategists and business owners attend marketing events for the whirlwind of information, education and networking. Where else but a digital marketing conference can you learn from the likes of Gary Illyes, Purna Virji, Rand Fishkin, Larry Kim and Bruce Clay all in a single day? We’ve updated our Digital Marketing Conference Calendar for 2018 with more than 250 events worldwide so you can start planning your year ahead. We’ve organized this massive list — 250+ digital marketing conferences! — in three ways. You can view events by regional location, by topic focus, or by month on a calendar that can also be downloaded. Whether you’re looking for an in-person networking opportunity that’s close to home or willing to travel around the world to find the perfect conference experience, this list will make it easy for you to find digital marketing events that fit the bill. Happy planning! Read more of The Digital Marketing Conference Calendar: 250+ Events Around the World, Updated for 2018. The Digital Marketing Conference Calendar: 250+ Events Across the Globe, Updated for 2018 was originally published on BruceClay.com, home of expert search engine optimization tips. Digital marketing conferences are held all over the world, from Los Angeles to Beijing and everywhere in between. Thousands of SEOs, SEMs, content marketers, social media strategists and business owners attend marketing events for the whirlwind of information, education and networking. Where else but a digital marketing conference can you learn from the likes of Gary Illyes, Purna Virji, Rand Fishkin, Larry Kim and Bruce Clay all in a single day? We’ve updated our Digital Marketing Conference Calendar for 2018 with more than 250 events worldwide so you can start planning your year ahead. (Click here to skip straight ahead to the full calendar.) We’ve organized this massive list — 250+ digital marketing conferences! — in three ways. You can view events by regional location, by topic focus, or by month on a calendar that can also be downloaded. Whether you’re looking for an in-person networking opportunity that’s close to home or willing to travel around the world to find the perfect conference experience, this list will make it easy for you to find digital marketing events that fit the bill. Happy planning! 2018 Digital Marketing Conferences listed by location: U.S. Canada Europe Asia Australia Africa South and Central America Middle East 2018 Digital Marketing Conferences organized by topic focus: Advertising/PPC Affiliate marketing B2B marketing Blogging Content marketing Data/analytics Digital marketing (general focus) Local marketing Miscellaneous Retail/ecommerce Search Social media UX/conversion Web development WordPress Or to see all 250+ digital marketing events organized month by month through 2018, jump to the full calendar. 2018 Digital Marketing Conferences Around the World Events are listed below by their geographic region: U.S., Canada, Europe, Asia, Australia, Africa, South and Central America, and the Middle East. Scroll down to view events organized by topic or see the full calendar. U.S. Conferences EVENT DATES LOCATION FOCUS Affiliate Summit West Jan 7 – 9 Las Vegas, NV Affiliate Advanced Positioning + Lead Generation Jan 18 – 19 Nashville, TN Miscellaneous WordCamp Albuquerque Jan 19 – 21 Albuquerque, NM WordPress IMG Expo Jan 22 – 24 New Orleans, LA Digital AMA’s Leading the Marketing Planning Initiative Jan 25 – 26 Chicago, IL Digital NamesCon Global Jan 28 – 31 Las Vegas, NV Miscellaneous Bruce Cla[...]



How Do I Rank Higher in Google Local Search? Our Checklist for Local SEO

2018-01-25T18:29:52Z

How Do I Rank Higher in Google Local Search? Our Checklist for Local SEO was originally published on BruceClay.com, home of expert search engine optimization tips. The good news: Showing up in Google’s search engine can be extremely beneficial to your local business. The bad news: Google doesn’t care if you rank high or low. It cares only that there are quality results that answer the query to the total satisfaction of the searcher. So the pressing question is, how do you rank higher on Google Maps and Google local search results? Improving your local search rankings is possible, and the results are very real. A Google study found that: 4 in 5 consumers use search engines to find local information. 50 percent of local smartphone searches lead to a store visit in less than a day. 18 percent of local searches on a smartphone result in a sale within a day. If you’re asking, “How does Google local search work, and how can I rank higher in local search?” then read on ... this local SEO checklist is for you! How Do I Rank Higher in Google Local Search? Our Checklist for Local SEO was originally published on BruceClay.com, home of expert search engine optimization tips. The good news: Showing up in Google’s search engine can be extremely beneficial to your local business. The bad news: Google doesn’t care if you rank high or low. It cares only that there are quality results that answer the query to the total satisfaction of the searcher. So the pressing question is, how do you rank higher on Google Maps and Google local search results? This list of local ranking factors is not exhaustive nor in priority order, but grouped into general categories which you can jump to as follows: Housekeeping signals Keywords and content signals On-page signals Linking signals Local Pack signals Social signals Success signals Housekeeping Signals 1. Branding Being a respected business in your community will increase your local search visibility. Google pays a lot of attention to a brand’s perceived trust and expertise. Even if you’re just starting out, aim for happy customers and consistent quality to attract traffic and mentions. 2. Domain name Your website’s name should accurately represent your business or brand. It’ll be in every URL, so make it something appropriate and easily remembered. Don’t use a keyword phrase alone (e.g., www.FloristLosAngeles.com) to avoid an exact match domain (EMD) penalty. On the other hand, including a keyword as part of your domain (e.g., www.FirstStreetDental.com) can help you as a local business if it’s tied into your brand name. Search algorithms are getting better and better at weeding out low-quality results, so make sure your domain doesn’t look like spam. 3. Hosting When it comes to web hosting, think about speed, availability, and maintained software. Choose a host that ensures your content is served up quickly, since page load speed is now a factor in Google’s algorithm. Beyond the hosting platform, there are many ways to speed up your web pages. Using Accelerated Mobile Pages and/or Progressive Web Apps may be worth considering, as well. 4. Content management system (CMS) Above all else, your CMS should be easy to use. Here, WordPress is king, consistently the top CMS used on the web. Consider how you can improve your system’s functionality with plugins — WordPress.org lists 1,864 plugins for “local” alone. And, don’t forget about a WordPress SEO plugin, too. 5. Compatibility We’re in a mobile-first world, with the majority of searches happening on smartphones and Google evaluating sites based on their mobile friendliness. Check your site to make sure it’s mobile friendly and optimized for mobile devices — otherwise, your rankings and visitor counts will suffer. Voice search is the next big area of compatibility. 6. Email Use your business’s domain in your email address (@bruceclay.com) ra[...]



How Close Are We to Search Engine Marketing Running Itself?

2017-11-20T23:39:23Z

How Close Are We to Search Engine Marketing Running Itself? was originally published on BruceClay.com, home of expert search engine optimization tips. We are well on our way with the fourth Industrial Revolution, and the internet is alive … almost. All around the web are speculations regarding artificial intelligence (AI) and the future of our civilization. The idea that computers will take over the majority of jobs in the workplace today has become well accepted. Some careers will be destroyed, although many more will be born as a result. From the great benefits to the potential risks to our species, some of our modern day economic titans have expressed their hopes and concerns. A few examples … Warren Buffett stated that he believes AI will kill jobs but is ultimately good for society. Elon Musk is attempting to morph nature and technology with his new idea for Neuralink, a company he is launching to merge man and machine. And Mark Cuban thinks that the world’s first trillionaire will be as a result of AI. So what? How does this affect your day to day, or even your future? What if I said that this future applies to PPC search engine marketing? We're talking about the wave of SEM automation and the not-far-off day when search engine marketing runs itself. Prepare for marketing automation. Read How Close Are We to Search Engine Marketing Running Itself? How Close Are We to Search Engine Marketing Running Itself? was originally published on BruceClay.com, home of expert search engine optimization tips. We are well on our way with the fourth Industrial Revolution, and the internet is alive … almost. All around the web are speculations regarding artificial intelligence (AI) and the future of our civilization. The idea that computers will take over the majority of jobs in the workplace today has become well accepted. Some careers will be destroyed, although many more will be born as a result. From the great benefits to the potential risks to our species, some of our modern day economic titans have expressed their hopes and concerns. A few examples … Warren Buffett stated that he believes AI will kill jobs but is ultimately good for society. Elon Musk is attempting to morph nature and technology with his new idea for Neuralink, a company he is launching to merge man and machine. And Mark Cuban thinks that the world’s first trillionaire will be as a result of AI. So what? How does this affect your day to day, or even your future? What if I said that this future applies to PPC search engine marketing? We’re talking about the wave of SEM automation and the not-far-off day when search engine marketing runs itself. PPC’s History To understand the trajectory of SEM automation, let’s take a brief look at PPC history. GoTo.com (launced in 1997) successfully pioneered the pay-for-placement search marketing business model, which at the time was strictly based on pay-per-click. The more a company was willing to spend per click, the higher its ad would appear in the sponsored ads section of the search engine results page. So the companies with more money to invest were able to gain an advantage. GoTo.com search engine results page screenshot in 2001. Google.com home page screenshot in 2001. Then Google launched AdWords and improved the previous business model. Google incorporated good user experience into the judgment of placements on the search results pages and rewarded advertisers with lower CPCs and better positions. Advertisers with better quality ads and bigger budgets had an advantage. Over the years, more improvements were introduced, giving advertisers more control over how their ads were displayed. This allowed for a more targeted approach that resulted in a lower CPA for them and better-targeted ads for their customers. With more advertisers adding product after product to their advertising portfolios, manag[...]



Make Content Your #1 SEO Strategy Initiative in 2018

2018-03-05T18:07:48Z

Make Content Your #1 SEO Strategy Initiative in 2018 was originally published on BruceClay.com, home of expert search engine optimization tips. It’ll be 10 years ago this January that I first walked through the doors at Bruce Clay, Inc. and entered digital marketing. I was fresh out of journalism school, which I'd studied because I wanted to write truth to the world. By making information publicly available, I thought I could contribute to the greater good. I saw myself educating readers by sharing the stories of the world. Pretty altruistic, right? I never thought I would work in marketing. Who plans on a career in marketing? What 10-year-old says, “I want to be a marketer when I grow up, Mommy!” Well, I've learned that marketers play a similar role as journalists but in the private business sector. We’re in the business of communications — crafting messaging and figuring out how to get those messages in front of as many people as possible. We use our storytelling talents and distribution know-how for our companies and our clients. Our job is to get the right story in front of the right audience. I've learned that SEO wins happen at the intersection of identifying storytelling opportunities and maximizing the visibility of those stories through search. And yet I think it can be easy for an SEO to forget a critical role they play for clients and for organizations: that of the content evangelist. SEO's can fall into a trap of focusing on the technical requirements for making content findable by search engines. And while crawlability and accessibility issues are key SEO responsibilities, big brands today are demonstrating that the competitive advantage lies in the crafting of 10x content. Read Make Content Your #1 SEO Strategy Initiative in 2018. Make Content Your #1 SEO Strategy Initiative in 2018 was originally published on BruceClay.com, home of expert search engine optimization tips. It’ll be 10 years ago this January that I first walked through the doors at Bruce Clay, Inc. and entered digital marketing. I was fresh out of journalism school, which I’d studied because I wanted to write truth to the world. By making information publicly available, I thought I could contribute to the greater good. I saw myself educating readers by sharing the stories of the world. Pretty altruistic, right? I never thought I would work in marketing. Who plans on a career in marketing? What 10-year-old says, “I want to be a marketer when I grow up, Mommy!” Well, I’ve learned that marketers play a similar role as journalists but in the private business sector. We’re in the business of communications — crafting messaging and figuring out how to get those messages in front of as many people as possible. We use our storytelling talents and distribution know-how for our companies and our clients. Our job is to get the right story in front of the right audience. I’ve learned that SEO wins happen at the intersection of identifying storytelling opportunities and maximizing the visibility of those stories through search. And yet I think it can be easy for an SEO to forget a critical role they play for clients and for organizations: that of the content evangelist. SEOs can fall into a trap of focusing on the technical requirements for making content findable by search engines. And while crawlability and accessibility issues are key SEO responsibilities, big brands today are demonstrating that the competitive advantage lies in crafting 10x content and investing in SEO content strategy. The Job of an SEO Here’s an infographic you’ve probably seen before. It’s Search Engine Land’s Periodic Table of SEO Success Factors. It does a really good job of hitting on every component of an SEO’s domain. Click to visit SearchEngineLand.com where you can download the Periodic Table of SEO Suc[...]



How to Optimize for Voice Search – Content Marketing & Technical SEO Tips

2018-02-06T20:10:09Z

How to Optimize for Voice Search – Content Marketing & Technical SEO Tips was originally published on BruceClay.com, home of expert search engine optimization tips. In 2016, Google reported that 20% of the queries it gets today are voice searches. (Source: SearchEngineLand) Around the same time, Mary Meeker shared a prediction that by 2020, 50% of searches will be voice or visually based. (Source: Recode) If you’re not familiar with visual search (and I wasn’t in this context), it’s search and retrieval instigated by the searcher “showing” a device or product like the one they’d like to buy (or if not buy, then get more information about). Here’s an example: shop for dog food by showing your device the near-empty bag of dog food in your pantry, and then buy it from Amazon or another online retailer. Go ahead and look into the Amazon Echo Look for a visual-search-type device that’s almost to market. If we as marketers understand that text-based search is trending-down-to-obsolete over the next two years, and that our customers will be searching with their voices and images, what do we do to evolve our marketing strategies? Director of Account Strategy at Marketing Refresh, Katy Katz, and VP of Industry Insights at Yext, Duane Forrester, shared their plans of attack for exactly that with the rapt audience at Pubcon Las Vegas this week... Read more How to Optimize for Voice Search – Content Marketing & Technical SEO Tips was originally published on BruceClay.com, home of expert search engine optimization tips. Google reported in 2016 that 20% of the queries it received were from voice search. (Source: SearchEngineLand) Around the same time, Mary Meeker shared a prediction that by 2020, 50% of searches would be voice or visually based. (Source: Recode) If you’re not familiar with visual search (and I wasn’t in this context), it’s search and retrieval instigated by the searcher “showing” a device or product like the one they’d like to buy (or if not buy, then get more information about). Here’s an example: shop for dog food by showing your device the near-empty bag of dog food in your pantry, and then buy it from Amazon or another online retailer. Go ahead and look into the Amazon Echo Look for a visual-search-type device that’s almost to market. If we as marketers understand that text-based search is trending-down-to-obsolete over the next two years, and that our customers will be searching with their voices and images, what do we do to evolve our marketing strategies? Director of Account Strategy at Marketing Refresh, Katy Katz, and VP of Industry Insights at Yext, Duane Forrester, shared their plans of attack for exactly that with the rapt audience at Pubcon Las Vegas this week. This post covers (jump to sections with links): Eye-opening stats and findings about how well voice search serves consumers Technical considerations for SEOs and content marketers optimizing for voice search User behavior and new technology that is shifting SEO Tactics to compete in voice search Skills required of the digital marketer of the future Eye-Opening Stats and Findings about How Well Voice Search Serves Consumers What are people trying to do with voice commands today? Katy shares the findings of SEER Interactive’s 2017 study about the kinds of actions people use voice search for: Look at those top voice-activated actions! They’re pretty personal. Your customers expect personalization. They’re expecting you to know who they are and what’s important to them. They want you to personalize their experience. Consumers ask questions in a personal way. Artificial intelligence (AI) is now smart enough to answer these questions. Katy’s 5-year-old used Alexa and said, “Alexa, play Darth Vader.” Smart Alexa played the Imperial March. We can type [...]