Having worked in digital marketing for more than a decade, I’ve certainly learned a lot along the way. And whether you’re a search engine optimization (SEO) nut yourself or not, I think we can all appreciate these life lessons from SEO:
Should we be blogging? We get this question a lot. And the answer is a big fat clear… maybe.
It’s no secret that both users and search engines love fresh, unique content, right? Absolutely – when it’s timely, original, meaningful and well written. By blogging, you create the opportunity to build relationships with readers, position your organization as an expert in the field and provide new content for Google to index. We have seen the dramatic impact a strategic, well-run blog can have on increasing visibility and improving search engine rankings for an organization. We’re definitely a fan.
But that doesn’t mean it’s for everyone. We have also seen un-nurtured blogs become stale, outdated, duplicative and even a liability.
Develop a Blog Strategy
Before you dive into blogging with both feet, take a step back and think about your purpose in doing so and, maybe even more importantly, your capacity to effectively execute it. Creating a roadmap can help position you, and your blog, for success. Some things to consider before you get started:
- Audience – Who are they and what are they interested in? Use this as a guide in developing your content strategy.
- Authors – Identify your key thought leaders in the organization and assess their capacity and willingness to develop content.
- Content Strategy – Align your audiences’ interests with your authors’ expertise and map out what topics you plan to cover.
- Content Calendar – Will you have topics assigned to specific days of the week? Or will the content cycle ebb and flow with current events? Will you create a blog schedule and assign posts to specific contributors? Or will you allow authors to self-select when they provide content? How will you hold your blogging team accountable for maintaining a steady stream of content?
- Monitoring – Will you enable blog comments? If so, develop a policy on if, when and how to respond.
- Distribution – Optimizing your blog content to be found in search is a great start, but how else will you distribute your blog posts to ensure they reach your target audience?
Ready or not, the time to convert to Expanded Text Ads (ETA) in Google pay-per-click (PPC) advertising is here.
Earlier this year, Google introduced ETAs, which provide more space for ad text over the standard text ads we’re used to, and they are better optimized for the mobile experience.
ETAs have been available to most advertisers for a few months now and many have already started to make the switch and see positive results. If you haven’t already tackled this project, don’t panic (yet!). Google will continue to support and run your existing ads until January 31, 2017. However, after that you will no longer be able to edit those existing standard text ads or create new ones – you will have to make the switch and create new expanded text ads moving forward. Read more after the jump…
No matter where you stand on politics, these past few months have sure been a roller coaster. And whether you’re currently at the high point or the low, there’s no doubt that algorithms from Google to Facebook are feeding you news and information that align closely with your personal beliefs and validating your position.
The Benefit and Challenge of Algorithms
Algorithms aren’t new, and as communications professionals we benefit from their ability to help serve information directly to our target audiences. But as conscious consumers, algorithms can present challenges that are perhaps amplified in light of this recent election.
Interestingly, this 2011 TEDTalk by Eli Pariser, founder of Upworthy, has been circulating the Twittersphere lately and while the talk, titled “Beware online ‘filter bubbles,’” is five years old, it’s pretty incredible how little seems to have changed. Read more after the jump…
For several years now, we have been told to think “mobile first” when creating websites. With end users clamoring to their smartphone and utilizing it as their primary device for accessing online information, this approach to designing and building websites makes sense.
Websites were traditionally built with large screen laptops and desktops in mind; representation on mobile devices was an afterthought. Before the advent of responsive design, many companies in fact had separate websites for mobile devices (remember the “m.” URLs?) versus large screen devices and had to attempt to keep their separate sites in sync from a content and functionality perspective. Read more after the jump…
If you’re searching for election results today, search no further than the search engine results page (SERP) itself.
According to Google, real-time results for presidential, senatorial, congressional and gubernatorial races, along with results for state-level referendums and ballot propositions will be served up alongside general search results in election-related searches starting at 7pm ET today.
At the same time, YouTube will also air live coverage of the election from various news sources.
Google Aims to Get Out The Vote
The rules on registering to vote vary by state and can be overwhelming. To simplify, Google offers a detailed state-by-state guide on how to register, general requirements and deadlines.
Google’s special Election Day doodle has remained in place for days in an effort to remind users to vote. And now it’s easier than ever to find out where to vote, how to vote and who’s going to be on the ballot once you get there.
From registering to vote all the way to reading the election results, Google aims to be the one stop shop for all the Election Day details you might need.
Now, go vote!
If you’re still searching for a treat-worthy costume this Halloween, Google has you covered.
Here we’ve spent all these years trying to figure out what users are searching for in the name of optimizing our websites for better search rankings.
But now we can turn all that good search data into something even more useful: A guide to the nation’s most popular costume searches online.
Frightgeist gathers data from the top 500 costume searches in the U.S. and uses Google Trends to tell you what’s hot – and what’s not.
Little Red Riding Hood, The Joker, Unicorns, Princess Jasmin and Ghostbusters are just a few of the 50 most popular costumes among recent searches.
If one of those top 50 costumes doesn’t strike your fancy, consider dressing up as one these clever SEO Halloween costumes. If you’re still looking for a costume this late in the day, then perhaps the 404 Error is the perfect fit.
Still not sure what dress up as? Conduct your own Google Search for more ideas. And while you’re over there, be sure to check out today’s Halloween Google Doodle, Google’s Magic Cat Academy game in honor of Halloween!
With the increasing mobile adoption rates, we should all be concerned with providing a good mobile user experience. This includes the need to maintain a fast site speed.
Typically you have about three seconds to capture a users attention before they abandon your website. What happens if it takes three seconds for your site to even load? They’ll likely never even get there.
Recognizing the need for websites to load quickly, Google recently started working on an open source initiative called the Accelerated Mobile Pages Project. This project gives website owners the tools to create Accelerated Mobile Pages (AMP). These AMPs use various technical approaches to load content almost immediately, creating a faster experience for mobile users.
Some users find it annoying to visit a website on a mobile device and be presented with a pop-up window, preventing them from easily viewing the desired content. Turns out, Google agrees.
Pop-up ads, otherwise known as interstitials, are a form of interruption marketing. They are frequently used to capture email addresses, suggest related content or for legal obligations, such as age verification or accepting cookies.
Google Takes a Stand Against Interstitials
The trouble with these pop-ups is that they make it harder for users to reach the content they are interested in. In the interest of helping users find their desired content, Google recently announced that starting in January 2017 it will give priority in search results to pages without these pop-ups in place, pushing down rankings for pages using them.
Some Interstitials Are Exempt
There are, of course, some exceptions to this new rule. Websites using pop-ups to fulfill a legal obligation, private password-protected content login pages, and small banners such as app install banners, will be in the clear when used responsibly.
Time To Drop the Pop-Up?
Knowing there are literally hundreds of different signals making up the Google search algorithm, we also know this is only one factor when it comes to search engine optimization strategy. Even a web page with the “bad” pop-ups in place could still rank highly – if it has great, relevant content in place.
But Google algorithm aside, if your pop-up doesn’t fit into one of these “exempt” categories, it might be time to weight the pros and cons of keeping it anyway. Might your website be annoying more people than it’s worth – and eventually going to be taking a hit in the search engine results too?
Content development, graphic and website design, internal communication, social media management, public relations, marketing, crisis communications, event management, video production…
With limited resources and competing demands within a typical marketing and communications team, people often ask, “why should I care about search engine optimization (SEO)?”
I’ll tell you why.