The
only certainty in the SEO world -- or, really, the digital marketing
world -- is change. And over the past two years, we have seen a whole
lot of it. Both Google Panda & Penguin
have severely disrupted what works for search marketers, leaving many
rather confused about what they should be doing to attract more organic
traffic. And not only that; it has left many unsure which best practices
may now actually actively harm their organic search strategy.
As a response to this confusion, we decided to reach out to five of
the top SEO minds in Europe to ask if they could share their expertise
and secrets on what a successful SEO strategy needs to incorporate
today. The result was not just one ebook filled with great information,
but five whole ebooks
full of SEO nuggets that cover important topics like keyword research,
optimizing your site post-Panda, attracting links in the new Penguin
world, and recovering from a Google penalty.
This blog post will cover some of the most critical tips from the
ebooks so you get some low-hanging fruit taken care of right way for
your SEO strategy, and also get a taste of what's on offer when
downloading the full free bundle.
1) Segment Your Keyword Research Into 4 Steps
The SEO world loves to talk about link building. In fact, it’s easy
to forget there is anything more to SEO. But keyword research is one of
the most important parts of a successful SEO strategy. It’s the
foundation upon which everything is built. In his ebook on keyword
research, Richard describes a great approach that contains 4 different
stages.
For example, in the "keyword gathering" stage your
goal is to build a complete list of keyword ideas for your website. You
can gather keywords from competitive tools like SearchMetrics, aHrefs, HubSpot's Keywords and Competitive Intelligence, and use other keyword tools like Ubersuggest and HubSpot's Keyword Tool. Another great tip for gathering keyword information is to use Google Insights
for their related searches. It lets you look at both "top searches" and
"related terms" for individual keywords. All of this information can be
added to your keyword list.
2) Stay Panda-Free With These On-Site Optimisation Tips
With the launch of Google Panda, the importance of technical SEO
increased significantly. Will's ebook is full of tips that will improve
the performance of your site in Google, as well as your website
usability and ultimately conversions. One of the best tips Will gave
away was how he evaluated the quality of a website in the new Panda
world. Although we can't know exactly how the Panda algorithm works, we
do know the human responses Google is trying to model.
Using public information, Will recreated a survey to try to match a
questionnaire Google originally started with when developing Panda. A
couple of those questions are below, but you can find all of them in the
ebook:
- Would you trust information from this website?
- Is this website written by experts?
- Would you give this site your credit card details?
- Do the pages on this site have obvious errors?
- Does the website provide original content or info?
Using these questions you can survey visitors to your site and assess
the quality of it using the same criteria that has been used in the
Panda algorithm. As you work to improve the quality of your site, you
can resurvey visitors to check if you're receiving more positive
feedback.
3) How to Build Links Post-Penguin
Attracting links to your website is going to play a major part in
helping you to rank well in Google. Since the launch of Google Penguin,
that process of "link building" has become a lot more tricky. The wrong
tactic can now land you in hot water with Google, resulting in a penalty
and a lot less traffic. Kelvin's ebook gives a whole lot of tips on how
to attract links the right way. One of his best insights is how to take
a more "inboundy" approach to attracting links. Think about who you
want linking back to your content (your persona), and create content that directly helps them accomplish that goal. Kelvin gave the following example to illustrate his point:
"Maybe your target audience for linking back to you is a small
business owner who knows they should be doing more to market their
business but doesn’t know where to start. Can you produce a
super-in-depth questionnaire that really helps them understand which
social network they should be targeting? Consider a series of podcasts
that they can listen to while driving to their next meeting that helps
them make more intelligent buying decisions, or a blog post full of
ideas that they can use as inspiration next time they brief their
agency."
It's important to understand who you're trying to attract a link
from, what type of topics they're interested in, and their different
pain points. You can then use that information to create content people
are engaged with and actually want to link to.
4) How to Create Content That Generates Links
Kevin's ebook is completely focused on that difficult task
of understanding how to develop content that attracts links. It builds
perfectly on the ideas discussed by Kelvin.
One of Kevin's best tips is on using questions in your
industry to generate content that attracts links. Once you've pulled
together a list of common questions in your industry, you can then write
content to solve those issues. Using Google Alerts,
you can set up alerts so you know when people are talking about
subjects where your content may be of use. If relevant, it's a great
opportunity to reference your content and add value to the conversation.
5) How to Recover From a Google Penalty
Tim's ebook is literally a treasure chest of information
on how to recover from a Google penalty. It has a lot of important tips
for marketers who have run into trouble with Google. One of the best
tips from Tim, though, is on recovering from a manual penalty.
"If you had a manual penalty, this means
somebody at Google manually reviewed your link profile. When you send in
a reconsideration request somebody at Google will review your profile.
You have to remove any link that was built for nothing but SEO purposes,
and be extremely critical of any links with aggressive anchor text."
If you have great SEO tips -- whether from your own experience or other industry experts -- share them with us in the comments!
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