The last thing you want to read is another article full of complicated SEO strategies that take days to set up and implement— so we thought we’d give you 5 quick SEO fixes that can start boosting your rankings faster.
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Trim the Fat.
The first thing you need to do is take stock of your digital content and consolidate as much as possible. Just because you have 15 web pages doesn’t mean people are 15 times more likely to visit your site. In fact, irrelevant pages with redundant content are just going to send people running the other direction. So it’s time to trim the fat. Make sure you have only one homepage, and that your links don’t lead people in circles. Focus on highly-optimizing your highest-quality content, rather than spreading yourself thin with lots of content that nobody wants to see.
When you’re ‘trimming the fat,’ consider the user experience meticulously. Users should find what they’re looking for with minimal clicks. A complex navigation system or too many sub-pages can create a labyrinth that frustrates the visitor. Utilize categories and drop-down menus efficiently to guide your audience. Make sure to review your analytics to see where people are dropping off and adjust your design accordingly.
Leverage Data Analytics for Content Relevance
One often overlooked aspect of cleaning up your digital assets is leveraging analytics. By studying user behavior, traffic sources, and engagement metrics, you can identify the content that is genuinely driving value. Google Analytics can provide detailed insights into your top-performing pages. Keep those and consider eliminating or revamping the ones that aren’t bringing any traffic or engagement. This ensures that you’re giving your audience more of what they want and less of what they don’t care about.
Deploy A/B Testing to Confirm Assumptions
Don’t just make assumptions about what content should stay and what should go. Use A/B testing to verify your hypotheses. For instance, if you have two pages covering similar topics, try redirecting traffic from the lower-performing one to the higher-performing one. Analyze engagement metrics to confirm which one resonates more with your audience. Based on the results, keep the page that performs better and consider eliminating or reworking the other.
Merge Overlapping Content
When you have two or more pages that overlap in content but are not identical, think about merging them. Combining pages can create more robust, comprehensive content that is more valuable to the user and can rank better in search engine results. Ensure you redirect the URLs properly so you don’t lose any SEO value from the pages you’re consolidating.
Scrutinize Your Visual Elements
Trimming the fat isn’t limited to textual content alone. Examine your use of images, videos, and other multimedia elements. These assets can significantly slow down your website if not optimized, leading to a poor user experience. Keep visuals that add value to your content and enhance understanding. However, remove anything that’s merely decorative and doesn’t serve a functional purpose.
Implement Lazy Loading
If you have a lot of visual elements that you feel are necessary, implement lazy loading. This ensures that images and videos only load when they are about to be displayed on the user’s screen, making your webpage faster and more responsive. Faster web pages improve user engagement metrics, a critical factor that search engines consider for ranking your website.
Revisit Your CTAs
Calls to action (CTAs) are crucial for conversion, but having too many can overwhelm the visitor. Keep them concise and strategically placed. A good CTA should be compelling, but it should also be a natural next step for the visitor who’s engaged with your content.
Evaluate Your Blog Section
Often, businesses start blogs with a lot of enthusiasm but falter in maintaining them. If your blog has outdated posts or articles that no longer align with your business goals or brand message, it’s time to either update them or remove them.
By focusing on these aspects, you’re not just trimming the fat; you’re optimizing your digital presence for better engagement, higher search rankings, and ultimately, more conversions. Adopting these strategies will ensure that your website is a lean, mean, conversion machine.
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Make Sure All Your Brand Mentions are Linked.
The second of 5 quick SEO fixes is brand mentions. Before you spend tons of time searching for ways to add backlinks to new sites, when they may already have tons of opportunities to backlink right in front of them. Check your affiliates’ and partners’ content. Make sure that—in every piece of content where your brand is mentioned—there’s a backlink to you. If that’s not the case, it’s a simple matter of reaching out to them and asking them to update the links. You’ll start getting more traffic right away.
Ensuring that all your brand mentions are linked starts with a comprehensive audit. Create a systematic review process to scour the internet for mentions of your brand name, products, or services. Tools like Google Alerts or Mention can help automate this process, sending you real-time updates whenever your brand is mentioned online. Make it a routine to follow these alerts and check if they include a backlink to your website or any of your digital platforms.
Build Relationships with Content Creators
When you find that your brand is mentioned without a link, it offers a unique opportunity to build or solidify relationships with bloggers, journalists, and online publishers. Approach them with courtesy, expressing gratitude for the mention, before requesting a backlink. This not only helps you in the short term but can also lead to a long-term association where the content creator naturally includes backlinks whenever they mention your brand in the future.
Don’t Ignore Social Media and Forums
While it’s essential to look for mentions on websites and blogs, don’t ignore social media platforms and online forums like Reddit. These platforms may have a ‘no-follow’ policy, meaning the links may not contribute directly to your page ranking, but they can still drive substantial traffic and boost your brand awareness. Reach out to the person who mentioned your brand and thank them, asking if they could make the mention clickable, directing their followers to your website or a specific landing page.
Leverage Unlinked Brand Mentions for SEO
Unlinked brand mentions are already a positive signal to search engines about your brand’s credibility. When these mentions are converted into backlinks, they become a powerhouse for SEO, improving your website’s authority and page ranking. Each backlink serves as a vote of confidence in your content, boosting your credibility in the eyes of Google and other search engines.
Offer Updated Information as an Incentive
When reaching out to the authors of the unlinked mentions, offering additional, updated information can serve as an excellent incentive for them to link back to you. This could be in the form of an updated statistic, a recently published case study, or even a relevant infographic that complements their existing content. The key is to offer value, making it a win-win situation for both parties.
Turn Mentions into Partnership Opportunities
Don’t just stop at getting a backlink; think bigger. Each brand mention can potentially be turned into a partnership opportunity. Collaborating with brands in complementary industries can help increase your reach and credibility. Whether it’s co-hosting a webinar, participating in a podcast, or co-authoring a blog post, partnerships expand your audience and multiply the value you can offer.
Automate Follow-Ups
If you don’t get a response to your initial request for a backlink, set up an automated follow-up process. Sometimes emails get lost in crowded inboxes; a gentle reminder can often yield the desired action.
Measure the Impact
Once you’ve secured backlinks from brand mentions, measure their impact on your traffic and SEO metrics. Use tools like Google Analytics to track referral traffic and monitor how these backlinks are affecting your page rankings over time. This data can be invaluable for justifying your efforts and strategizing future outreach campaigns.
By focusing on turning every brand mention into a backlink, you are ensuring that your brand maximizes its online exposure, improves its SEO ranking, and enhances its credibility — all of which are crucial for long-term success.
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Long-Form Content is King.
The longer and richer your content (and keywords) are, the higher your search rankings, the more engaging your site, and the more likely you are to generate leads. Search engines want to be able to present you as an authority, so beefing up your content is a great way to make sure your clients learn about your industry, your field, and your products directly from you. [Other good long-form content strategies include blogs, interviews, and industry news pages.
The digital world is teeming with bite-sized articles and quick reads. While these serve a purpose, they often lack the depth required to truly engage a reader or provide comprehensive information. Long-form content offers the space to delve into a topic deeply, exploring multiple facets that shorter articles can’t touch upon. This depth not only adds value for your readers but also positions you as a thought leader in your field. But remember, depth does not have to sacrifice breadth. The format allows you to explore sub-topics, offer various viewpoints, and bring in expert opinions, creating a more well-rounded narrative.
The Relationship Between Long-Form Content and SEO
Long-form content naturally allows for the inclusion of more keywords, both primary and secondary. This keyword richness improves your visibility in search engines. But the benefits go beyond mere keyword integration. Google’s search algorithm prioritizes quality content, which often translates to comprehensive, well-researched articles. Long-form content gives you the space to provide this kind of value, increasing the likelihood of higher search rankings. Additionally, longer content tends to attract more backlinks, a critical factor for search engine optimization.
Improved User Engagement Metrics
The value offered by long-form content is directly related to higher user engagement. Comprehensive articles encourage readers to spend more time on your page, improving metrics like ‘time on page’ and ‘bounce rate.’ These metrics are critical ranking factors for search engines. Furthermore, long-form content often has higher rates of social sharing, expanding your content’s reach and drawing more organic traffic.
Customization and Personalization Opportunities
Long-form content allows for a level of detail that can be tailored to different segments of your audience. Whether it’s through case studies, industry-specific examples, or user-generated content, you can offer a personalized experience that addresses specific pain points or needs of your target audience. This can result in higher conversion rates, as visitors are more likely to take action when they feel the content is directly speaking to them.
Interactive Elements to Boost Engagement
The extended length of long-form content provides an excellent platform for integrating interactive elements like charts, graphs, and embedded videos. These features add an extra layer of engagement, making your content more captivating and shareable. They can also help to break up the text, making it more digestible and visually appealing, which can be particularly beneficial for mobile users.
Leveraging Long-Form Content Across Multiple Channels
Don’t limit your long-form content to your website alone. These pieces can be broken down and repurposed for multiple channels. For example, a comprehensive guide can be segmented into a series of blog posts, the core points can be summarized in an infographic, or you can create a podcast episode discussing its key aspects. This not only maximizes the ROI of your content creation efforts but also ensures you reach your audience through their preferred mediums.
Content Gating for Lead Generation
Long-form content, due to its high value, is an excellent candidate for content gating — where users provide their contact information to access the content. This can be an effective strategy for lead generation. By offering something of substantial value, you’re more likely to attract high-quality leads genuinely interested in your offerings.
In summary, long-form content is more than a trend; it’s a powerful strategy for enhancing your SEO, boosting engagement metrics, and establishing your brand as an authority in your field. By investing in long-form pieces, you’re significantly increasing your opportunities for driving traffic, engaging your audience, and generating leads.
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Don’t forget to keep keywords simple.
Type in the phrases you’re wanting to use as optimized (long-form) keywords and check out the content that comes up. Are there other keywords in the top results that are relevant to your content, too? Simply tweak it with some of those words and phrases to start improving your SEO on the spot. [Simplifying keywords and phrases also keeps your content more accessible, and less jargony.] If you’re looking for some tools that can help in this area, we suggest checking out SEMRush.
When optimizing for search, there’s a natural tendency to gravitate towards complex, specific keywords. These long-tail keywords can indeed target a niche audience, but they may also significantly limit your reach. On the other hand, overly simplified keywords might be too competitive, making it difficult for your content to stand out. The sweet spot lies in using simple yet descriptive keywords that encapsulate the essence of your content while maintaining a sense of specificity.
Understanding User Intent
One essential factor in keyword simplicity is understanding user intent. Put yourself in the shoes of your potential customer or audience member. What are they likely to type into the search bar when looking for the information, product, or service you offer? It often turns out that common language, rather than industry jargon, wins the day. For example, a layperson is more likely to search for “how to fix a leaky faucet” than “faucet leakage repair techniques.”
Competitor Analysis for Keyword Selection
When you type in potential keywords into a search engine, note what kind of content your competitors are offering. If their keywords are similar to yours but more straightforward or more commonly used, consider adopting them. Tools like SEMRush can provide you with a list of keywords your competitors rank for, giving you an edge in tailoring your SEO strategy.
Readability Matters
Simplified keywords often contribute to better readability. While you may be an expert in your field, using overly technical terms or industry jargon can alienate a significant portion of your audience. Simple language ensures that your content is accessible to a broader audience, from industry insiders to complete novices. Moreover, straightforward language aids in comprehension, making it more likely that the reader will take action, be it making a purchase, signing up for a newsletter, or sharing your content.
Localizing Keywords
Remember that the simplest language can often be localized language. Local keywords such as “best pizza in New York” are not only simpler but are also more likely to attract a local audience. The same principle can be applied to various sectors, from local service providers to niche markets that cater to specific geographies. Localizing your keywords can lead to higher conversion rates.
A/B Testing for Performance
Never assume that you’ve cracked the code on the first try. Use A/B testing to evaluate the performance of your chosen keywords against alternative sets. For instance, if you’re running a campaign on Google Ads, you can set up two different ad sets with varying keyword structures to see which performs better in terms of click-through rates, engagement, and conversions.
Measuring and Refining
Simplifying your keywords is not a one-time effort but an ongoing process. Regularly review your analytics to see how your chosen keywords are performing. Tools like Google Analytics can help you monitor metrics like organic search traffic, time spent on page, and bounce rates, all of which can provide insights into the effectiveness of your keywords.
Keeping your keywords simple should be an integral part of your SEO strategy. Simple keywords are often more aligned with user intent, more accessible to a broader audience, and can contribute to higher search rankings and engagement rates. Effective keyword selection is a mix of art and science, requiring ongoing effort and refinement. Keep it simple, but also keep it smart.
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Go Global.
For most businesses, there’s no reason that people from only one country should be engaging with your content. You can look at/change your international targeting options by logging into your Search Console, choosing the site, and going to Search Traffic —> International Targeting. Adjusting your options is a good way to make sure you have a big reach while remaining relevant to the customers in your area who are trying to connect with you.
Expanding Your Digital Horizons: The Ins and Outs of Going Global
In an increasingly connected world, the potential for businesses to reach a global audience has never been higher. With digital marketing strategies, even small companies can engage with people from all corners of the earth. Yet, there are several key considerations when deciding to take your digital presence global.
Why Localizing Isn’t Counter-Intuitive to Going Global
When expanding your audience to include international markets, localization is your best friend. While it might seem contradictory, localizing your content can actually make it more globally accessible. Translating your website into the languages of your key international markets, for example, makes it easier for people to engage with your brand. Remember, localization is not just about language; it’s also about culture. This includes using culturally relevant images and ensuring your content does not inadvertently offend local sensibilities.
Geo-Targeting and SEO
SEO isn’t just for your domestic market; it’s crucial for international reach as well. Research the most relevant keywords for each location you are targeting. This involves understanding what terms people in different countries are using to search for your products or services. Google’s Search Console offers a range of tools that can assist with geo-targeting, enabling you to specify which countries you want to target and even allowing you to target based on language.
Compliance and Regulations
Going global also means adhering to international rules and regulations, such as GDPR for European audiences. Make sure you’re aware of the different privacy policies, advertising standards, and e-commerce regulations that apply in the countries you are targeting. Failing to do so can result in penalties and a loss of consumer trust.
Payment Methods and Currencies
If you’re in e-commerce, you’ll need to think about how international customers will pay for your products. Offering multiple payment methods can significantly increase your conversion rate. Also, give customers the option to view prices in their own currency. Tools and plugins are available that can convert prices based on the latest exchange rates.
Delivery and Customer Service
How will you handle shipping or deliver digital goods or services to a global audience? What will your customer service look like? These logistical considerations are crucial. You may need to offer 24/7 customer support to cater to different time zones, for instance.
Social Media and Global Reach
Each country has its own popular social media platforms. While Facebook and Instagram may dominate in the U.S., platforms like WeChat are more popular in China. Adapt your social media strategy to cater to the platforms most used in your target countries. This involves not just translation but also cultural adaptation.
Adapting Content Strategy
Content that resonates in one country may not have the same impact in another due to cultural, social, or even regulatory differences. This is another area where localization comes in. Tailor your content strategy to suit the preferences and needs of each specific audience.
Monitoring and Analytics
As with any digital marketing strategy, going global requires ongoing monitoring and adaptation. Use analytics tools to track how well your international campaigns are performing. This includes monitoring traffic, engagement, and conversions from each target country.
Taking your digital marketing global is not simply a matter of translation or broadening your geographic targeting. It’s about understanding and adapting to the nuances of each local market, from language and culture to regulations and consumer behavior. A carefully planned, well-executed global strategy can open your business up to a world of opportunities, helping you reach and engage with a much larger audience.
