The following is a contribution from Katelyn Dramis, a content strategist, writer, and currently Content Lead at Nebo. Whether you are developing a marketing strategy for yourself or a client, repeating the cliche that “content is important” will not get you very far. But what does make it worthwhile? That’s what Katelyn distills into 4 key angles. Enjoy!
Better SEO & Content Strategy
While I love all aspects of digital marketing, I'm an SEO specialist by trade. I especially love the content & keyword research aspect of SEO. This archive has my recent posts on SEO & content strategy. Enjoy!
Getting quality links to point to your site are a key part of ranking in organic search – and will be for the foreseeable future. But getting links for links sake will often do more harm than good.
Real, quality links that represent real people endorsing your website requires some legit marketing, hours invested in planning & outreach plus a bit of risk – something not a lot of businesses or agencies can afford.
Broken link building aims to at least reduce the risk of lost investment. The general idea is straightforward:
- Find links on a website to pages that no longer exist
- Point out the dead links to the website owner
- Have a similar or complementary page that can replace the broken URL
It’s a win all around. You get an editorially placed link, the website owner saves some time researching replacements, and the website’s users are no longer frustrated by 404 pages.
Broken link building reduces the risk of creating an unwanted content asset or page since you are replacing dead pages that already succeeded in getting links.
However, it can still be time-intensive to find the dead links & do outreach. Here’s how to prospect & do outreach much more efficiently & effectively. [Continue Reading]
Since it’s launch it has received some buzz and become a useful tool among academics, but it’s never become a part of the standard toolset among marketers the way Google Trends has.
There are a lot of reasons for that. Google hasn’t publicized Correlate the way it has the general Trends toolset. Correlate even has features that sporadically break. But I think the slow adoption is because marketers don’t realize what the potential of Google Correlate – or even how it works.
According to Google, it is –
a tool on Google Trends which enables you to find queries with a similar pattern to a target data series. The target can either be a real-world trend that you provide (e.g., a data set of event counts over time) or a query that you enter.
In other words, the pattern generates the keywords rather than the keywords generating the pattern. So you do have to think in reverse.
Before we go into specific use cases for Google Correlate – a couple notes on caveats.
First, Google Correlate does not pull absolute search volume. Just like Trends, it is based on share of total volume. All terms are relative to each other. You still need to use Keyword Planner to find search volume.
Second, correlation does not equal causation. Just because terms correlate with each other does not mean they share a causal relationship. There’s a lot of noise in the Correlate data, but plenty of hidden gems too. You’ll have to use best judgement.
Here are five ways to use Google Correlate and integrate it into your marketing research toolset.[Continue Reading]
Whether you are trying to increase referral traffic or organic traffic, links from other websites matter. But it’s also hard to generate links from lots of good websites passively or “at scale.”
The caveat is having link-worthy images in the first place. Website owners read these tactics and think – “my business doesn’t have any images to use for link-building! That’s a ton of work!”
But here’s the thing – you don’t need to create separate marketing assets for a separate SEO campaign. The key is to take marketing assets that you already have and efficiently re-purpose them for SEO and referral links.
And here’s how to create & automate more image link opportunities using images your business is creating anyway for social media, internal use or offline use.[Continue Reading]
Google has scanned more than 30 million titles for its Google Books project, and will scan more than 130+ million in coming years.
That is a ton of content. More importantly, that’s a ton of high quality, unique, expert content. For any other giant treasure trove of content (and links!) – SEOs and website owners are all over it. I know I’ve written guides to using content treasure troves like Wikipedia, Reddit and others for SEO & content marketing before. Surely there has to be a way to use Google Books for SEO and content marketing, right?
The problem with books, though, is that they are…books. And before Google Books, books were hard to search through. And even with Google Books, they are still hard to scrape & search relative to HTML.
But Google has made it easy enough that, with a few tricks, Google Books can be an invaluable tool for your SEO and content marketing strategy. Here’s how to use Google Books for SEO (specifically link building & keyword research) and content marketing.[Continue Reading]
You’re ready to audit and optimize your (or your clients’) YouTube channel or you want to see what a competitor is doing with their YouTube videos. But you run into the problem that YouTube makes it kind of tough to scrape and export video information.
You can’t really crawl YouTube like you can a website – it’s too large and there’s no way to control your crawl. I ran into this problem a few weeks ago while trying to map out videos and optimize titles & tags in bulk.
Here’s how to scrape & export video information from YouTube without buying sketchy blackhat scraper software.[Continue Reading]
On March 19th, Google manually penalized one of the most well-known guest blog communities online – MyBlogGuest – for engaging in a link scheme and violating Google’s guidelines. They also announced that users of MyBlogGuest could be receiving penalties.
It seems unfair to penalize guest blogging. Google cannot manually judge the intent of every guest post on the Internet. Not all guest posts are intended for link manipulation. After all, guest blogging is done for very legitimate reasons, such as sharing expertise or opinion in front of a new or larger audience. Even Google’s blogs accept guest posts.
Regardless of what Matt Cutts or the SEO community says, here’s the real reason MyBlogGuest was penalized.
EDIT: As of August 2015, Google has used this same process to set expectations and trigger behavior for mobile, doorway pages, furthering HTTPS, and more. It’s an important concept to understand so that you are neither cynical of Google nor paranoid of Google’s changes.
Congratulations! You have a new website or blog. Now how do you get your first website visitors to it?
You totally understand this is a long-term effort, and you don’t expect 30,000 visitors to show up on your new site within 2 weeks (not that that wouldn’t be nice). However – you don’t want to be building something for the void either – and you want some sort of positive feedback to keep you writing and building.
There’s been a ton of information spilled on this topic – and frankly there are entire websites/experts/industries dedicated to helping you do just that (and newsletters).
But from what I’ve found for myself and for friends is that 90% of it is really quite worthless. It’s either –
- Too advanced (ie, just create a solid keyword map and go 100% SEO!)
- Too vague (ie, just find your audience and get in on the conversation)
- Too expensive (ie, just buy this course for $197!…)
- Too much cart before the horse (ie, just build your Twitter, Facebook, Pinterest, Google+, and email list first!)
Not that any of those aren’t true eventually, but they are quite daunting and require learning extra skills or spending valuable time when your #1 focus should be simply reading, writing, and promoting.
Even though social media is hot, and SEO sounds sexy and complicated – here’s 3 old school ways to get your first website visitors that don’t get nearly enough attention, but still work wonders to get your snowball rolling.[Continue Reading]
For many people, Blogger is the first blogging/website tool they ever use.
And for good reason – it’s free (with free hosting), and it’s super-easy to use.
However – it also has a lot of limitations, so anyone who’s serious about blogging and/or building a bit of a business – moves on.
And hopefully, moves on to a self-hosted website powered by WordPress.
Here’s how to transfer all your Blogger blog posts and categories over to WordPress (and, if you’ve been at it for a while, maintain your SEO for Google).[Continue Reading]
Here’s a diagram of the “difference between Search Engine Optimization (SEO) and AdWords…
But what does the location of the two actually mean for your business?
When you pay for AdWords and SEO – what are you actually getting?
Is there a real-world analogy that can explain it?
Yes there is. Here’s the difference between SEO and AdWords.[Continue Reading]
SEO stands for Search Engine Optimization.
The basic concept is that search engines – no matter how smart – still need a little help understanding what a website is about and how relevant the website is to what people search for.
That’s the basic definition – but here’s a better way to really understand the concept, the process, and why your business or organization needs SEO – and how to be a smart consumer of it.[Continue Reading]
3 weeks ago Google did a regular update to their algorithm. No news there.
However buried deep in the update list, Google mentioned the Venice Update.
Over the past 3 weeks – it’s been all the news in local search engine optimization circles.
Here’s how it’s going to help local businesses and what is going to change…[Continue Reading]
Have you ever heard a claim that you can “Be #1 on Google – Guaranteed?”
Have you ever wondered if your small business SEO guy is just taking your money?
Have you ever wondered why some SEO agencies sound like used-car salesmen?
Because even though Search Engine Optimization for small businesses is absolutely essential… the process is very technical and the inputs don’t lead to exact outputs.
Here’s 7 things to watch out for [Continue Reading]