In order to take full advantage of search engine marketing you really need to know how people actually search on the web. OK, we all know you type a key word or phrase into Google and hit search but what is our thinking up to that point and throughout the search cycle?
Typically there are three types of search queries:
Navigational queries where a user wants to go to specific website but might not know the exact URL, e.g. “John Lewis”
Informational searches where the user wants to find a piece of information e.g. “American Pie lyrics”. As you can imagine these cover a wide range of daily search traffic
Transactional searches where a user is trying to find products or services with the express intention of either making a purchase e.g. “cinema in Brighton” Continue reading →
Should your blog be integrated with your website or have a life of its own in the blogosphere? There is no right or wrong answer, it depends on your strategy. Here are the pro’s and con’s to help you decide:
Content, as we all know, is good for SEO. Google likes sites that are periodically updated because they have lots of content related to the same cluster of keyword phrases that your target readers search for.
A content-rich website is good for the “Long Tail” – rather than focusing all your efforts on the most popular words and just a few pages, concentrate on making lots of pages serve different keywords niches. There is less competition and you’ll appear more often in Google’s SERPs.
You might convert your readers into loyal customers because you will have gained their trust as a thought leader.
The more content you have on your website, the longer your visitors are likely to stay which can lead to higher conversion rates.
If you decide to go for a stand-alone blog, you might upset your readers if they follow your blog and they realise that it’s linking to your website. This won’t happen here.
People tend to trust corporate blogs less than independent blogs – social sharing will be more difficult.
Because writing a coherent blog that supports the company’s goals is very time-consuming, the blog could fall in the hands off someone who has time on his hands but doesn’t have much to say and thus affect the reputation of the company.
Similarly, because independent blogs are seen as being non-commercial, they tend to receive more user comments which is good for customer insight.
You cannot use another domain name that contains the keywords you’re targeting and that’s unfortunate since the URL and page title are the most important SEO ranking factors.
When I plan website projects, I always include a task for creating the meta data for each page. This is part of the planning phase so that when content is created, content editors or/and SEO specialists can easily create the meta data for each page.
This post describes a general approach and defines responsibilities for creating meta tags for inclusion in all of the pages especially the key pages for SEO. Continue reading →
If the phrase ’301 redirect’ means nothing to you and you’re about to launch your new website, this article will save you a lot of headaches by explaining why you need to know about – and use – 301 redirects when you make major structural changes to your website. Continue reading →
It may not be the sexiest part of web development, but let’s face it: in many situations, an URL is going to be the first interaction with your website. They might have read it off your business card, on the side of one of your building or a vehicle, or perhaps been given the link to an interesting article by a friend. In this article, we’ll take a look at what makes a good URL, and what the advantages are of having a good URL structure. Continue reading →