You will find a stark difference in their creation.
A 2014 blog is an absolute textual blog and lacks references, visuals or sources. Talking about 2020 blogs, it includes all details, stats, and visuals to look appealing and engaging.
But they have one thing in common—both are created according to the content trends of their respective years.
The point is here that content creation has changed a lot in the course of these six years.
Content strategies that worked in 2014 will not work in 2020.
This is because the search engines have become more user-oriented while people like you and me look for a quick solution that appears as soon as we key in the query.
In 2020, content needs to be engaging, authentic, and “problem-solving” to ace the ranking game.
Avoid Writing Thin Content in 2020:
Review this piece of content:
“Are you looking for the best software development and consulting services? We are the best software development and consulting services.Our best software development and consulting services are available at reasonable prices.”
Being stuffed with unnecessary keyword usage, this piece sounds ridiculous. Isn’t it?
Interestingly, such pieces of content used to get good ranking before the advent of the Google Panda algorithm in 2011. This algorithm aims to drop the rankings of “thin content” or low-quality content.
However, spammed or thin content hasn’t gone out of practice yet. In fact, it has evolved in other forms like scrapping. Scrapping involves duplicate content or the content that is rehashed or manipulated with the use of synonyms.
But keep in mind that thin content only hurts your ranking and nothing else.
Cautioning against such practices, Todd Friesen, director of digital strategy and SEO at Salesforce, opines,”
“It’s (thin content) not going to work anymore in the content world. Everybody’s content has gotten good. I can go who wrote this piece of crap and they’re gonna move on because you know the bar has been set.”
The number one content strategy to imply in 2020 is to avoid thin or low-quality content. Instead, create the content that can boost engagement and prompt users to take action.
Here are some basic ways to ensure the quality of content:
Avoid keyword stuffing. Use semantic keywords.
Say no rehashing or sentence manipulation.
Read the content for relevancy and quality.
Address any plagiarized content issue.
Best Content Strategy is to Address the Pain Points of Your Audience:
Have you ever thought why most of the search results are Quora answers?
And this is even surprising when your 2500-word article doesn’t rank for the same search query.
The reason is pretty simple—Quora covers the solution for that query which your blog fails to do.
It is worth to quote Carolyn Shelby, manager of SEO at ESPN, in this context:
“People are that impatient and crazy so the trick is just to make sure that you know what your users, your target audience wants and hand it to Google on a silver platter and make it easy for Google to ingest it and dice it up.”
She means that the content should be logical, easy to understand, and exceed the user’s expectations.
If your content is all about making tea, cover the points what to do when tea becomes excessively sweet as it can be a common problem associated with the tea prep.
Secondly, you should know how to present your information. It not only helps your content to be captured by Google but also makes it searchable for voice assistance devices or tools.
Therefore, present the key points with headings, bullet points, and short sentences.
Above all, you should be aware of your target audience and their problems. It will help you find the right solution as well as the way to present them.
Use Best Content Curation Tools as Part of Your Content Marketing Plan:
Content curation is another important part of your content strategy.
It is the process of gathering information from a variety of sources, including stats, expert quotes, and citations. This way, it helps determine the reliability and authenticity of your content.
And it is also true that this process is quite cumbersome. Maybe you need to burn your midnight oil to find the right sources for your content. Needless to say that such an exhaustive process can hinder your “creative juice” as well as time to create content.
That’s why using content curation tools makes up as our content strategy no. 3!
Content curation tools automate the content curation process. They help you locate relevant content or help you with new content ideas.
For example, there is a tool called Anders Pink that crawl millions of webpages to create daily briefings. These briefings can be then be sorted out for specific keywords.
And who can forget Buzzsumo that provides you a list for the most shared content on the subject you are looking for. Plus, you can sort the list using categories like content type, follow authors, date, and more.
As an added bonus, you can find out the latest trends as well as the most shared content. You can then use all these insights to create relevant and authentic content with all the latest information.
Even Buzzsumo helped me curate content for this topic. Here’s how…
Flipboard is also counted among quality tools for its ability to fetch content from reliable and trusted sources.
Freshen Up Your Old and Dry Content:
This new content strategy also requires you to work over your old and dry topics which can be as simple as “How to Plant a Tree” or “How to Choose Headlines.”
This is because such topics are available at thousands of websites, giving your visitor a range of options to choose from. Why one would read your blogs if they have thousands of such pieces at their disposal?
One thing you can do is to freshen up those old pieces by using infographics, quotes, podcasts, visuals, and videos. It will make your content attractive enough to encourage the audience to get engaged with it.
Optimize Your Content Marketing Approach for Voice Search:
Hello Siri, how to do push-ups? And Siri displayed these results—
Well, many people use voice assistance like Siri or Amazon Echo to get help with their daily tasks. Using such devices make sense as they are quick and simple than typing.
According to one study by Forbes, nearly 50% of all searches will be voice searches by 2020.
It simply means that your content should be activated for voice search. After all, voice search is becoming a key ranking factor.
Here’s how to optimize your content for voice search…
Look for phrases and longtail keywords.
Focus on natural language (the way we talk is different than the way we write.)
Make it easy to read as well as scannable.
Create a FAQ section or blog around conversational but specific questions associated with your industry.
Optimize your content for Local SEO keywords such as “digital marketing agency near me.”
Add Content Based Videos to Stand out in 2020:
Over the years, a video has become an integral part of content strategy.
Video content is more appealing and shareable than its textual counterpart. This increases the chances of high organic ranking in search results and better conversions as well.
One of the key benefits of video content is that they make complicated concepts easy to understand. For example, explainer videos can be used to educate the users on your products. Or reviews can be made more authentic with videos as users can see a person using them. Facebook Live can be used to launch your new products.
Last But Not Least — The Frequency of Content Publication in 2020:
How often should you publish the contents?
Well, there is no straightforward answer to this.
Some say that quality is important. Some advocate for quality. However, the fact is that both are important for a fruitful content strategy.
It will be challenging to gain any traction with a sluggish or inconsistent publishing schedule even for your great piece of content. A single piece of great content might not benefit your business or brand in the long term.
Having a consistent content schedule and publishing frequent content can help you make the most of your content marketing.
HubSpot has found that the publication of four blogs per week can increase the traffic up to five times more than those that publish once a week.
But that doesn’t mean you need to work as a content mill. Providing quality and value in the content should be your topmost priority.
Over to you:
So these are some key points to be included and implied in your content strategy for 2020 and beyond. It is all about understanding your users and their needs and create content accordingly. Besides, you need to prioritize videos as well as optimize your content for voice search. Once you are done with all these parameters, make sure to create a realistic content publishing schedule.
What do you think? Let me know by commenting below!!!
Ever Since its outbreak in late 2019, Coronavirus pandemic has shocked the entire world with its severity and crumbled the economies all around the globe. The horrific virus first appeared at the Chinese city of Wuhan and slowly clutched many countries in its deadly grip. Sadly, not only had it cost billions of lives worldwide, but also, it has shaken up and altered the natural living standards and habits of the people around globe.
While any nations are in lockdown and following strict social distancing policies with other precautionary measures, many businesses are fighting for their survival. One of the major reasons for drastic fall in business, apart from the deadly infection itself is the fact that consumer’s shopping habits and their way to approach things have been deeply affected. Not only the pandemic and self-quarantine have left them economically challenged, but also people are immensely stressed with disruption to their daily routines.
Why SEO will dominate during Covid-19 time?
Apparently, the marketing seems to be the only ray of hope for many big or small scale business industries. The marketers currently are expecting low budget with high goal achievement as low cost Digital Marketing seems to be the top choice rather than other costly options such as paid media and reduction in headcount ratio.
In this situation, lowering down the budgets, limiting the channels and reduction in the staff numbers is eventually becoming one of the top concerns for many firms. Majority of marketers are considering that SEO services are way more beneficial during this time.
Moreover, despite the lower budget 40% out of total of 72% entrepreneurs predicted that their marketing goals will be increased while 32% of them anticipated that their goals will remain same.
Source: The Impact of COVID-19 on Marketing (2020)
Likewise 58% of marketers told that they will lower the budget and on the other hand 34% of them seemed to be more inclined toward investing in low cost channels like SEO.
Additionally, 63% of enterprises are predicting that SEO will be a prominent aspect in the current marketing scene.
In addition, the latest search results from Google have also corroborate the rising importance of SEO services as the searches for term “SEO” is rising at substantial pace.
With over 66% of markets reported that SEO was also the top most performing channel in last year, leaving behind other marketing channels in competition with a large margin.
Conclusively, Digital marketing and low cost channels like SEO are turning out to bet the major focus for many marketers worldwide and more than half of the firms are turning to the digital content for brand building as it seems more efficient, safe and high gain approach during the time of self-isolation and social distancing.
In my career since 2004, I have read many books. My favourite is the “The Art of SEO” all editions. Directly or indirectly, all articles and books have some similarity i.e. they talk about role of human mind and behaviour in the list of SEO activities.
Considering that, the short term phrases which were used by human has been replaced by long term queries.
Example: A person looking for a pizza shop in 2004 in Manhattan, New York – Would have simply typed on Google.com “Pizza Manhattan” whereas in 2020 the human mind with the growth of technology and AI would have searched or spoken to Siri “Best pizza restaurants near me with 5 star rating”.
This clearly shows how human psychology and searcher intent has evolved over the time with the growth of technology in terms of keyword interpretation and research.
What is the best strategy for keyword research in 2020?
However, if I have to talk about psychology and list one particular strategy that stands out for me then it will be using “Google Auto Complete” feature to get best maximum number of keywords based on searchers intent.
The process is simple: For example, if I have to search for possible search phrases that have been searched for my targeted term or niche i.e. “Plumbers in Manhattan”
I would simple type in Google search “Plumbers in Manhattan” as below:The screenshot showcases the auto complete listing of keywords:
2. You can further elaborate by using “A-Z” combinations in front, middle and Back of the keywords to get a possible list of best keywords for the niche.
Crafting a story that is rich in keyword topics and covers your targeted audience sentiments:
In order, to make your website content stand out:
You need something that can touch the right sentiment of the audience. In our in-house experiments at KVR Web Tech, we are using Google AI and sentiment analysis tool. The tool help us to get good insights VS competitors content and thus improvise.2. You need perfect amalgamation of selecting the right keywords and topics.
Example: Business selling insurance to Sole traders in Australia.
In order, to have a perfect list of topics that should be covered in the content, simply again used “Google auto complete” feature and make a list. Review, what type of topics are being covered. See below snapshot:
It clearly shows that I have to incorporate topic about cost, cover, comparisons and talk about sole trader cleaners, contractor and consultants.
Again, you can run different set of combinations to get a list of topics.
3. Researching on top competitors – Yes, what is their winning formula. Try to get an idea of how the top 3 competitors on search are drafting their content and how you can be unique in your own story and idea.
Important tip: For uniqueness, Gather stats and conduct surveys on relevant forums, groups on FB which covers your targeted audience to get high level data and convert that into statistical data.
4. Trending Data – Incorporating the trends in your story will surely help to stand out and gain exposure. We use “Buzz Sumo” to find relevant trending stories, sort them out and make a list of what will entice a reaction among our targeted audience.
Understanding the psychology, developing relations and garnering links
In 2004, when I started my link building career, we use to send emails for outreach, have conversations and then after developing a bond exchange links.
It was a clear process that had emotions and one loved to follow the process and get success that could last long from SEO prospective.
However, in later stages link building was bombarded by commercialization and paid schemes, which resulted in link farms and slowly Google and reliable website owners changed their outlook towards the same.
So let’s talk about 2020, the things have changed so have the strategies. We are somehow getting back to where we had once started.
Influencer Outreaching is not that simple now days. If you want to outreach a strong influencer in your field, you need to study them, understand them and then win your race towards getting a brand mention for your website. Below are some point that can help:
Follower Wonk, is a tool that you can use to get a list of top influencers.
Study them by reviewing their social profiles. Create a list of their like and dislikes.
Prepare an outreach pitch on an email that can get a reaction on the first go!
Generate a conversation by using your pitch elements i.e. “list of likes” and make sure you stay away from the “dislike list”
Provide a free giveaway if your business supports the model
Understanding the visitor behaviour and changing the website architecture:
I like Neil and had a great interview session with him. I believe he has contributed a lot towards our field of SEO. One of his contributions that I have been using since so many years is “Crazy Egg”. The tool we use to understand how the audience react to the various elements on our website.
The basic purpose is to:
View and analyse, if we have the placed all the elements correctly i.e. Call to action, images content and videos
View and analyse, A/B testing of which colour suits my audience in the best particular way.
Understanding your audience behaviour and improvising on the design is a must, if you have to win the race of getting quality conversion from your qualified organic traffic.
In a short summary, the above all topics can have their own articles. I have tried my level best to give you an overview and will keep posting more extensive information on the same.
Considering the latest update of Mobile First-Index and due to huge surge of traffic from mobile devices which surpassed the desktop traffic in recent years, the demand for Mobile Optimization has reached a new level.
The below graph illustrates the vast growth of Mobile VS Desktop from 2012-2020:
So the key question that hovers over the mind is “How do we compete and make sure that we are providing the best Mobile User Experience for our visitors?”
The answer is thorough Research and perfect implementation. So let us dig in and evaluate the meaning of these 2 powerful terms.
Research: How to conduct a competitor research for creating an advanced mobile strategy for 2019
One of the most important aspect for any kind of research is to get into the shoes of “What your competitors are doing?”.
Similarly for mobile optimization, the game begins with the study on your competitor abilities to dominate the mobile era.
Important Tip: Study both local as well as global competitors in the same niche to get the best strategy out of your competition.
Review of Design Implementation – What kind of implementation they are following i.e.
Progressive Web App Design
Mobile Separate Design
Accelerated Mobile Pages
to get a proper overview of “What is working in your niche and what is not?” is a must.
We will be discussing these implementations ahead in full detail in the “Implementation” phase.
2. Review of UX Elementsin the buyers journey –
With coming up of AI technologies and day to day advancements, it is very important to study what kind of new UX elements are being offered by the competitors to interact with the targeted audience at each level of buyers journey i.e.
Global Usage – What kind of navigation they are utilising, font size, content decoration styles and colour combinations.
Awareness Stage – Checkout the Main Blog and individual blog post representations, what kind of features and how they are represented to interact with users i.e. Social media sharing buttons, subscriber forms, banners and images, offers etc. Checkout how PDF and other type of knowledge based elements are used on the website i.e. example e-books and infographics. Some trending features like approximate time of blog reading, featured post/New Posts or Top posts representation can be reviewed as well.
Consideration and Decision Stage – E-commerce website have incorporated products, software website may contain demos. Studying their representations allow you to create the best layout for your website for the consideration and decision stages. Some powerful examples may be Reviews layout, Product Features Layout, Comparison Charts Layout, Feedback Form Layout, Customer Service Elements, Clear Product Images and Pricing. Also, very important is to review the check out process and the forms layout. Any leakage in customer flow can be a big loss.
3. Technical Aspects – Study the technical aspects of your competitors i.e. compare page loading speed, light house elements, AMP implementations using tools. Be the best out of the same, improvise where required. The best option is outrank the Top 3 competitors by creating an excel comparison sheet and updating it on regular basis for all the technical elements.
Studying the various implementation options for a mobile optimized website in 2018:
1. Separate Mobile Design
The design that is specifically made for mobile and is hosted on a separate sub-folder and sub-domain is called a mobile dedicated design. Mostly applicable for local businesses that wants to showcase “to the point content” or a website with “vast amount of content” which may be difficult to showcase in a responsive design.
Below are some of the things to remember:
Have a clearly defined Rel=Alternate Tag on the desktop version and Canonical tag of the desktop version on the mobile sub domain or sub folder to clearly represent the implementation of separate mobile design.
For further implementation you can also view the article of Stone Temple here.
The use of Vary:User-Agent Header – Whenever a visitor visits a webpage, it sends a User Agent of the particular device being used to the web server, a specific code is placed on the website to make sure the most suitable version of your website is detected using the Vary:User-Agent Header script.
The code can be found here with more elaboration on the topic.
Proper Meta codes to be used on each mobile optimised webpage – As each mobile web page has a different url of the desktop version so it is very important to make sure that all meta codes are present on the mobile urls as well, that are there on the corresponding desktop version of the same webpage.
Review of Structured Data as compared to Desktop – Another issue mostly found with the separate mobile design is the missing of the structure data. The structured data also has to be same for both the version of pages in order to not miss any SEO opportunities.
Appropriate use of Href-Lang tags, if you have an international website. Remember for the mobile dedicated structure you need to point the href-lang tags towards the mobile version of the website.
Proper Pagination as compared to Desktop – Many website auto load the rest of the pages in the mobile version rather than using the pagination rel=prev and rel=next tags. Need to have the same structure as desktop so that all the content is indexed.
Redirects – Redirect of 404 pages which has to simultaneously work for desktop as well as for mobile website, are often missed, so have to make sure the redirections are properly applied for both the variations.
Make sure to copy same rules in robots.txt as they are in desktop version i.e. unnecessary folders and pages must remain blocked on both the versions.
Verify the mobile version in Google Webmaster Tools – Yes, if it is a sub domain then it has to be verified separately in the GWT console, however you don’t need to do in case you are using a sub-folder. Here is a question answered on Google forums for the same query.
Review of content, headlines as compared to Desktop – After mobile first index, it is very important that you review the content density on your separate mobile website as lack of content means lack of rankings.
2. Responsive Design –
Most used, Recommended. Google Loves it! Easy to implement, cost effective as well and has been used by majority of the websites. The design that automatically fetches the same code or HTML of desktop and renders itself according to the device being used is called responsive design.
Some of the points to consider:
It uses a meta viewport tag to detect the resolution (Width and scaling) of the device being used by the user and thus render itself according to the same.
As stated “Google loves it” as it does not have to crawl another version of the website or duplicate content thus saving its crawler budget i.e. time and effort.
Page Loading Speed: Main painpoint for responsive website is with the page speed. As they have to load all the elements and content of the desktop version, it becomes a problem to get a good page loading speed. Make sure you check the page loading speed of each page using Google Page Speed Insight tool.
Site Architecture – Most of the top websites like Microsoft, Disney etc which are critically acclaimed as one of the best responsive websites have lot of responsive issues which lead to bad U/X. For an example: the “Games” option on Disney website had huge bugs. Also, comes with this the burden of pixilate images, formatting of charts and graphs and size of CTA’s being used on mobile are smaller as compared to desktop so designer has to optimize for the touch rather than scrolling and then clicking.
Tip: Try to use CTA buttons of 44 X 44 pixels.
Hiding Content – Another issue is with hidden content, most of the responsive versions in order to showcase the best elements, hide their desktop elements, which leads to lack of content or copied content on the same version. Has to be avoided. Best strategy is of aligning Content i.e Make sure to use the CTA banner on Top mobile fold and long fold content after the same.
3. Dynamic Serving –
In dynamic serving, the URL remains the same but the content & HTML changes for different versions of mobile, tablet and desktop by detecting the user device.
Again, it uses the Vary:User-Agent Header to detect the user agent being used by the user and then fetches the appropriate version accordingly.
Note: The issue for using Vary:User-Agent Header tag is that it the user agent list has to be constantly maintained in order to give the right UX to bots as well as user, which is a hard job and often leads to redirection issues.
It is an expensive affair as it requires a lot of effort from design and development team.
Most of the points, as discussed with the separate mobile website exists with dynamic serving as well regarding to meta codes, structured data and content structuring. Have to make sure that the codes are same for both the versions.
Caching issue is another problem faced as only version is cached i.e. either mobile or desktop so there are many chances that a mobile visitor may get the cached version of the desktop. However, solution is to properly use the cache plugins to use only the desktop cache.
4. Progressive Web Apps –
A mobile website that behaves like a web app and can be used offline is called PWA. Aliexpress and Filpkart elite are an examples of PWA. Both the websites multiplied their sales and user interaction using PWA.
Uses service workers (A connection between your browser and device) to store, update data and send push notifications.
PWA stores data and cache once a visitor visits the websites and prompts visitor to add a PWA icon to the home screen, once done the service workers then help to send push notifications.
Requires lot of expertise for implementation and is recommended only if you need an APP like experience.
The downward side is that some of the browsers still does not support PWA so may result in a broken link.
From SEO prospective, make sure you have SEO-friendly URLs and not the ones with a # as Google will neglect everything after #.
Make sure to use a proper sitemap for indexing of PWA urls.
Check the “Fetch and Render” option for the PWA pages to make sure they are being indexed properly.
Make sure to copy all content, Structured Data and Meta data from the desktop version.
Make sure to use the canonical version of desktop pages on the PWA pages where there is copied content.
Use the Vary User Agent header to indicate the user agent and make sure the redirections are proper.
Website has to be secure in order to make a PWA.
Use light house to make sure the PWA has all the important elements incorporated.
5. Accelerated Mobile Pages –
Tedious implementation – In wordpress, simple plugins and rework of htaccess file helps in the implementation, whereas in other platforms, developer has to download the code for AMP Project website. You need a developer for the implementation.
Canonical Tags – Canonical tags needs to be implemented on the AMP versions for desktop urls to showcase proper implementation and rel=”amphtml” tag has to be placed on the corresponding desktop webpage.
Mostly applicable for major content publishing sections such as Blog, News etc may not considered for product or service pages.
AMP Articles are favoured by Google as well. One can see AMP tag on the Google search engine which also is listed in the top carousel on the search.
Difficult for advertisers, as only one advertisement tag can be used on one page, which is also very difficult to implement.
Great UX – Studies have shown increased interaction, reduced bounce rate and even rise in conversions for websites that have switched to AMP.
AMP AD Landing Pages – Can help you create fast and attractive landing pages for your Google Ads. AMP Analytic can further combine with the same to run conversion tracking codes and re-marketing codes.Some common AMP Tags that can be used with-in landing page:
amp-form: Create landing pages that require input from the user.
amp-carousel: Create an image carousel with standard controls for scrolling an image gallery.
amp-lightbox: Display a full-screen view of a component like an image when it’s interacted with.
amp-live-list: Render a live stream of content into the landing page.
amp-call-tracking Dynamically replaces a phone number in a hyperlink to enable call tracking.
AMP Analytics and GWT – AMP is supported by Google analytic, AMP Analytic provides you a desired script that can be used on AMP pages for tracking, as well you can review the results in the GWT for the same.
Domain Authority – All the urls resides on Google, so getting a link back for AMP towards your websites is not possible which results in loss of backlinks thus DA. However, by late 2018, Google plans to roll out publisher URL in search for AMP websites.
Google Validation – Google Validation plays a major role in showcasing AMP pages on the search result i.e. until and unless Google is sure that there are no errors in implementation, it will not showcase AMP pages in the search result.
Continuous improvement – Still not being adapted by majority users, the AMP project still requires a major growth in prospect of design. However, as link-e-din, twitter and other major guns supporting the initiative it is bound to receive a major boost in coming years.
The question at the end of the day, comes with which mobile implementation is best for your business in 2019?
The answer is: It depends upon the nature of your business. As mentioned, content publishing websites may opt for AMP, e-commerce websites or website that loves APP may switch to PWA, while responsive may be loved by majority of the owners due to less cost, less SEO work as well as the reason Google favours the same.
However, i do believe, studying your audience plays a major role in the creation and optimization of mobile website. For example, Combination of PWA + AMP can do wonders if implemented correctly and can be considered as one of the powerful combination for coming year. Similarly, AMP + Responsive can also be combined together.
Some of additional checkpoints that you can consider while reviewing are:
Study Analytics – Best way to build a strategy is to study the analytical behaviour of the mobile visitor and improvise step by step i.e. mobile devices being used, avg time of site, bounce rate, conversion and traffic ratio etc. May be trying out A/B testing can really help as well.
HSTS – Though new, HSTS can be a replacement for faster loading speed for HTTP. It adds an extra security layer as well. And Google loves secure websites.
Monitor Rankings – Desktop and Mobile rankings are different. Keep a regular check on the same by using tools like SEM Rush.
If you are using QR codes, make sure they are not on the desktop version as they are meant to be for a mobile device.
A check on video is must, most of the websites still load videos with technical glitches which results in bad U/X. Make sure each video is working and easy to navigate.
Pop-up, Ad banners – Major source of high bounce rate are pop-ups and ad-banners that take important space of your powerful content and may frustrate user in their desired path of conversion. Avoid until it is necessary.
Maps – For local business or brands in which store finders are essential needs Maps to showcase proper address. Make sure they are not over pixelated.
UX refers to the user experience your write-up provides, whereas UI refers to the interface on which it is going to be displayed.
So answer the below 2 questions:
What are all the interfaces on which the content is to be displayed (Desktop, Mobile, Tab) and how does the rendering of content looks like on these devices? After Mobile First Index, you should surely consider giving Mobile a top priority.
What user experience does it offer (Content in form of videos, images, info-graphics, proper CTA etc)? – Is content clickable and shareable?
Did you know?
Article with images get 94 percentmore views than those without.
Posts with videos generate 3 timesmore inbound links than posts with plain text
If you are a SEO Expert or a Creative writer, you are bound around the words by your clients “WRITE QUALITY CONTENT?”
What pointers really define a quality content?
I will keep it simple and straight:
How to create trust? – Is your information correct, do you have supportive facts?
Is the content useful to targeted users? – Are those facts useful in anyway?
Is the content interesting for the targeted users? – How your content is different from other content? – Is there an emotional pitch, excitement, surprise, and admiration in the flow of content to create a reply from the visitor?
Answer the question – Why are you writing? For whom you are writing? What you want to achieve? Or simply fill in the blanks below:
We’ll become the best ________________ for ___________________ who are interested in __________________. This will help us become the ________________ and ________________. And unlike _____________, we do ______________ differently by _______________.
Scratch your heads and Get Deep Insight of the topic:
Understand the topic on which you have to write (Get deep insights from the team who is engaged with the project.)
Read other blogs (What are they writing, which content on topic has maximum shares etc)
Check Q/A for the topic on channels like Quora
Get to know the latest trends and hash tags on topic
Review any news in trend for the particular topic
Any Stats that can be supported
3 Powerful tips to get your message to the right people:
Tip 1: Segment and know your audience:
Who are the targeted audience?
Get stats from client or his sales team
Previous Demographic Data from analytics (if any)
Review stats around the world or local targeted region (if available)
Carry out a competitor analysis, you can use free tool like com
Tip 2: After segmenting the audience, get into their shoes and
Try to find similarities between their interests
How to make a No or Yes from them, how to generate reaction i.e. go against or support them?
Understanding whom they follow, what they follow? – Use Follower Wonk to get some insights.
In 2019, the smart move in link building strategies for ecommerce websites will help the aggressive and ambitious competitive business market to catch eyes of their online customers.
“Those brands that can visualise and accommodate or outstrip the needs of customer and can dexterously engage online shoppers via mobile as well, will be champions in 2016. But those online retailers that follow the conventional brand-centric e-commerce tactics will lose their potential customers and revenue.” – VarDish
How to make links for Ecommerce website is hard process. It’s not a hidden fact. Whether you are doing ecommerce link building services for a client or working to enhance the visibility of your own site, there are some exclusive confrontations you have to face when building links for an e-commerce website.
As we enter 2019, it’s important to have recap of link building approaches of previous year. It will help us to understand the future of link building tactics in a better way. Most of the tricks and techniques for building the links for ecommerce websites will be similar in 2019. It will just be an enhancement of 2018.
2018 Link Building Strategy for Ecommerce Websites which are promoted to 2019
1. Set Up Deal Pages:
Ecommerce websites run numerous deals throughout year. The deal page can be used to earn more links. Below given points will be helpful:
It is better to have one common deal page. It will be useful in getting return business. It is better to check for the backlinks of similar deal pages and outreach websites who posts similar deals in your business targeted region for backlinks.
Keep track of the relevant competitors and customers. Let bloggers and media know about your deals. If they want to let their followers know about it, they will have to link back to the page.
It is better to keep the page up once the sale is done. You can alter the page contents to be more generic. It is good to include links to important categories on your website or give a way to chip in to your mailing list.
2. Run a Contest:
Contests gives an enormous chance to generate links.
You can form them to target specific customers, gratify to their requirements and in turn, make your contents go viral.
Nicely formed PR campaign which is built around crucial event for your business can give good quality editorial links. It is wise to observe services like ProfNet and SourceBottle for media story requests and pitch your ideas. If you’re chosen, you’ll get an editorial link.
4. Change Brand Mentions into Link:
Many times in a month people may refer your brand in their blog or website etc. They may even write about it on their sites, tweet or mention it in their Facebook on regular basis. But they do not regularly link back.Use Buzz Sumo or alerts to track your website mentionsof your brand or products and reach out to those who are using your brand for a link back.
5. Research your competition
:It is better to use a link tool to see where your competitors are getting their links from and candidly start noting them. You will apparently require unique and catchy content. This process will save your time that you would have spent searching for new sites. It is advisable to ignore the low authority sites. As long as you follow guidelines and give excellent content, it’s only a matter of time before you outshine them.
6. Guest Posting:
It should be the best way of having backlinks for an ecommerce website. The essential part of an effective guest post is targeting right audience related to your business.In your signature or the biography box, you can leave links to your site with specific key words. Search engines use the number of back links as an indication of ranking your website for respective keywords.
7. Get a link from the manufacturer:
It is a good idea to get a link from the manufacturer whose products are sold on your website. Just send them an email and request them for a link that will do the magic.
8. Article submission:
It is an efficient way to get back links. Every now and then they will renounce your submission or take a very long time to approve it, but it is still an ultimate way to boost back links.
This is a fantastic way to build links for your ecommerce website. Catch a forerunner in your business and take their interview. People like publicity. In order to find forerunners in your business area do survey. Send emails to them. If they have press page there are 100% chances that they will link to your website.
10. Broken Link Building Redefined:
Make list of products in your business that are terminated, not in stock etc
• Check 404 pages or websites for those products or keywords (Website can be used: https://www.expireddomains.net)
• Outreach them to replace the current page with a similar product from your inventory
• Check the back link of a broken website and outreach them for replacement links
Infographics are golden goose for having backlinks and a new technique. A functional embed code raises the amount of backlinks that you achieve from your infographic marketing campaign. whenever someone pastes your embed code on their website, it will show your infographic and a link back to your site.
12. Purchase expired domains
Expired domains in your business field are great sources of getting the links to your websites. First purchase the domain and then redirect it using a 301 redirect to your site, and see the flood of link juice.
13. Google loves Yahoo Answers
Google appears to adore Yahoo answers. Keep a watch on Yahoo Answers and reply to questions related to your field. Provide good answers and give your website as a source. It increases your chances of getting back link to your website. No doubt they are no followed, but if your answer is profitable and valuable, anyone who sees it in the future will click through to your site.
14. RSS feeds:
Feedburner is a fantastic place to submit your RSS feeds, whether they are product or news feeds. They have great domain authority and can send you huge traffic, as well. Other feed assembling websites are also important for submitting product feeds, and they add backlink to your website.
15. Focus on Social Media:
Most of the social media sites gives nofollow links. Therefore it is important to focus only on those websites that allow dofollow links. Here are some of the social media websites to get backlinks: YouTube, Hub Pages, WordPress, Reddit, LinkedIn and many more.
These are some of the most important ecommerce strategies for 2019. No doubt it will continue to grow in 2019. Therefore it is Important to observe the changes minutely in this arena because ecommerce world is going to get very competitive in coming time.
While 2018 saw content emerging from the shadow of SEO but 2019 seems to play a more significant role in SEO for Images.
Images can procreate a lot of traffic from image based search engines.
If you want more traffic to your website, you must learn how to optimize respective images to bring traffic.
The usage of images with other media constituents, has always been a way to engross your visitors and seize their attention. Following certain tactics of Image optimization in 2019 like using quality images in your content will give your business the possibility to be more visible on social media, encouraging more involvement of visitors and click through to your website.
Past, Present and Future of Image Optimisation
Peep into the Past
In this fast moving world, the benefit of including images within search results is important than before.In comparison to the content of the website image results are more
The Google President, Eric Schmidt, mentioned that google images search was born because of the craving to see Jennifer Lopez in her outlandish green Versace dress.
Gradually the number of images indexed in google were increased:
250 million images were indexed in 2001
In 2005 the result expanded to 1 billion.
By 2010, the index enlarged to 10 billion images.
In July 2010, the image search results were over one billion views a day.
Glance into Present (2019) for Image Optimisation
Factors to keep in mind for 2019:
1. Image Assets
Choose persuasive images to maximize traffic to your website. Visuals are seen 60,000 times faster than text. Therefore to find the accurate image is always crucial. A meaningful image will always be help to give right information and convince your audience.
For Example: If a company wants to advertise multiple sales in one image, he has to be clear, specific and impressive as in above picture.
Basic factors affecting Optimisation of Image Assets
There are two outstanding ways to store and manage your images:
i) One of the reasonable and best option for storing all your digital photos is on photo-centric image hosting websites like flicker.com, imageshack.com, photobucket.com etc.
Give relevant alt and title tags, loc, description
Select the creative common license
ii) The second way is to Own the Image Gallery on website
Create a Gallery Page
Define Category in H1 Tag
Define Images in each category with title in h2 tag
Give relevant description to each image in <p> and alt & title tag.
Create the creative license code (4.0) and add to each image for copyrights
2. Add and Submit in GWT the image sitemap:
Google crawl those images more efficiently whose sitemap is submitted in Google webmaster tool. Therefore in order to let search know about these images, you must put their location as well as different image assets while creating an image site map.
3. File Names:
It is better to optimise your image file names logically. If you’re naming the image for your iphone 6 plus product page you should not name your image as mgs729942712.jpg. The accurate image file name is iphone-6-plus.jpg. The search engines not only crawl the text on your webpage, but they also look for the keywords within the file names of your images.
4. Alt Text:
The alt attribute gives SEO value to the images in your website. Providing appropriate alt tags to the images can help your website achieve better rankings in the search engines by giving appropriate and related keywords to the images. The reason behind giving alt attribute is search engines can’t read images. Therefore you need to use alt tags to help describe your image to search engines. So by not including alt attributes for each and every image on your website, you miss a big chance to be visible online.
5. File Size:
For example for the website Amazon.com if their pages slow down even by 1second they will definitely lose $1.6 billion a year . “Page Load Time” is one of the most important factor in determining ranking of respective page. The larger the file size of the images, longer it takes a webpage to load. If images on your website slowly drip down the screen and take over 10 seconds to load, you can bade prospective customer goodbye! It is always better to decrease the size of the image files on your webpage to speed up page load time. Many ecommerce websites may use thumbnails for their websites. Make thumbnail image size as small as possible.
The caption of the image is the text that is included in the image optimisation. The captions which are under images are read 200% times more than the body text. Therefore if we don’t use them in a proper way, it means you are missing out on an opportunity to engage a large number of crucial readers.
7. How to get Copyright for your Images:
o Register with the Electronic Copyright Office:
ü Complete the application
ü Pay the registration fee
ü Upload or submit the copies of the images being registered
This is the best way of protecting rights for your images which help to protect and prevent other people from copying or using your image without your permission.
8. Image Optimization Tools for Compressing Images:
There are several free online tools available to squeeze and optimize images. Below are several easy and user-friendly tools for making your web images as tiny in file size as possible.
smush.it! is versatile tool for image optimisation. It is a tool that is available as a Firefox extension or as a simple web-based application (hosted by Yahoo!) etc.
PNGOUT is a robust image optimization tool which has set of choices so that you can easily optimise files compression to boost traffic via images.
RIOT has tremendous facilities to gain traffic with images for your website. It supports inputs in JPG, PNG, and GIF files. It has the facility to take out image metadata for reduction of file bloat and it also has some image-editing service such as pan, zoom, and rotate..
SuperPNG is a free tool for Windows and Mac OS users that optimizes your GIF images.
There are many options as far as WordPress image optimization plugins go. Choose one that suits your exact requirement.
10. Reverse Image Search:
It is widely used in 2015 and holds promising future in the image optimisation search technology arena. Reverse image search engine technology takes an image file as input query and returns results related to the image. You can use a picture on your computer or anywhere as your search to find the images which are similar to it around the web. When you are doing a search using an image, at that time any images or URLs that you upload will be stored by Google. Google only uses these images and URLs to enhance your products and services.
Snoop into the Future of Image Optimisation 2019
The below given factors may impact either now or in future:
EXIF Image Metadata: According to Matts Cutt software engineer at Google said that Google was not yet exactly using image meta data. Exif data could be included into search results in the future. Besides, Cutts recommended “if you’re taking pictures, I would go ahead and embed that sort of information if it’s available within your camera.”
Page Rank for product image search: In 2008, Google disclosed a paper named “PageRank for Product Image Search” that entrenched a way of computing a new image ranking factor. Precisely this method accumulates the images that are returned for a query and it recognizes the interest points within the images. It uses those interest points to provide resemblance between images and then ranks the image that has the maximum similar points as the highest.
There is no authentication saying this method has been triggered as a ranking factor, but hopefully it will be used in the future.
ImageNet Large-Scale Visual Recognition Challenge:
The ImageNet large-scale visual recognition challenge is the biggest academic challenge in the world of computer. It happens every year to test the in depth understanding of the image, both in the sense of identifying the objects in images and tracing where they are. These technological growth will acknowledge even better understanding of image and the progress will directly affect Google products such as photo search, image search, YouTube and many more.
Google is definitely going to deepen its understanding of image optimisation technique in 2019. Some of the above mentioned factors are going to get more advanced especially reverse image optimisation. We should be prepared for more aggressive competition in image optimisation arena.
On asking Randy about getting recognized in public as a ‘celebrity’, he says, “Almost never, and even when it happens, it’s usually someone I know or have met, so that doesn’t really count. I don’t think it’s fair to say I have “celebrity status, especially compared to all those “social media” experts who have 100K+ followers on Twitter.”
Probably, you might also not have identified him by his name, but, what if I say, Mr. Rand Fishkin – Co-Founder and Former CEO, SEOMoz..??
Got him now??
SEOMoz is not a new name in the Digital world today and hence Rand Fishkin is a familiar face for all!
“There is a great story behind every successful individual” and this saying fits well with the life of Rand Fishkin. Like every other great personality, Randy too covered the voyage through hardships, struggle and failures in his life.. But these letdowns never stopped him and he reached where he is today
Rand Fishkin – His Tough Journey to Success!
Achieving success is not a game of a day or two. Even people who are highly successful have suffered a lot in getting all they have achieved today.
When Randy along with his partner Gillian Muessig started working on MOZ, they had no idea about how to run a business. From venture capital to even the full form of MRR, they were completely blank. “You know, we just had no savviness at all about how to build revenue, how to get customers, keep them, how to maintain a financial model that had any hope of succeeding… We were just truly rank amateurs at this stuff.”
What they knew was just the expenses needed to maintain the tools.
“ All I knew was well, it cost us this much to maintain our tools, so we’d better get people paying us every month instead of a one time download, because it costs us money to keep it up. I had the most simplistic of thinking that you can imagine from a business perspective.”
Although, today SEOmoz is the world’s biggest SEO platform, it gave a lot of pain to Randy during his entire journey. Rand literally struggled with depression while building Moz. His depression made him see everything around him with negative light as all his strategies and efforts for Moz were failing. The situation got worst when Moz lost $6m in 2013. It was a heartbreaking episode for Rand.
Although, Rand is very jubilant in real life, during depression he started living in isolation, away from the limelight and even family and friends.
“When I was depressed, I really did not feel better after spending time with my friends and coworkers who were just like, “everything’s fine, Rand, look at these amazing thing you built. What are you complaining about? It’s going so well, so you had one misstep, it’s going to turn itself around. It’s not like you’re bleeding money, you didn’t have to fire anybody. What’s your problem, Rand?
I hated that. HATED it. It just bugged the shit out of me.
I’m having a visceral reaction just remembering that now“.
What shattered Randy was the public response he received when Moz was in loss.
“Folks were like, “yeah man, this is complete shit. I can’t believe we fucked this up, you fucked this up, it’s gotta get better, we’ve gotta improve it, we need to work on this, this is just terrible and I understand how badly you feel.”
But…… things really changed! Randy finally made efforts to fight his depression and come back. His supporters, friends and mentors who trusted him brought him back into action.
“The thing that helped me the most was hanging out with friends and folks who either had depression before, or understood that anxiety and could commiserate. Honestly that was way more helpful, way more comforting than “everything will be all right.”
People like Ben Ha (of The Cheezburger Network) who have been through struggle and depression, greatly inspired Rand.
“I really liked spending time with him. I like spending time with him now, too, but it was just great to have that feeling of not being alone. Of not feeling like “the rest of you are crazy, why can’t you see this terrible thing for what it is?”
And finally, his depression began to fade with a silly event that he had.
“The moment of change happened after a doctor’s visit, in a very weird, inexplicable way. A few months prior to the doctor’s visit, I had tried a chocolate truffle laced with THC (don’t panic, personal Marijuana use is legal in Washington State). I’ve had sciatica in my left leg for years. For 6 hours after I tried the pot truffle, I felt horrible – crazy paranoid and high and awful. Then, for the next 3 days, my leg didn’t hurt at all for the first time in six years. I told my doctor about this, and she said “the funny thing is, Marijuana doesn’t have any pain-killing properties. It just lessens tension, anxiety, and stress for some people.”
Moment of epiphany! My pain is tied to anxiety and stress (probably) and since I’m not particularly excited about trying pot truffles again after those first 6 hours of hell, I need to work on those things in order to fix my leg. And not just my leg, There’s likely all sorts of maladies, mental and physical, that I might suffer in years ahead if I can’t get this under control. That night, I felt different. I looked at our daily numbers email in the morning, and I didn’t come up with some reason in my head why they were bad even though they looked good. “
The Bottom Line
Despite of having specific goals in life, we tend to fail often. This is because it’s not difficult to set goals; it’s difficult to fulfill them. People get into depression because they fear failure and loss, just like Randy. He was so much moved by the continuous losses that he got clutched in despair and heart-break. But, that one event, though weird, changed Randy’s life, bringing him back in his pace and getting him the position he earned today. It’s only a momentous impact that can shake and wake you!
Don’t fear failures. They are the stepping stones to success. The more you fail, the more you learn and the better you achieve. Try to learn from your pain. Just think, what are those things that can ease your pain and anxiety and you’ll find several things around.
And as said, Big things come in small packets…. Your journey of endless failures and little gains… though may take time… but definitely will lead you to your ultimate goal.
In my 10 years long career, I have read lot of books and certainly Sean V Bradley “ Googleopoly book I recently bought was one of the good buys that helped in writing and practicing this strategy for video optimization.
Especially, the video optimization chapter was the best one, though a basic start but the examples are good enough to keep you glued to the book and I have been using the same in my small 40 people digital marketing company for enhancing their skills as well. You can see the short video below as an example I used in my company:
To be honest, not only the book, video and the PDF will help you get business from you-tube. They are just basic set ups that are necessary to get the best out of your video optimization campaigns. You will need to have a perfect strategy in-place i.e. an astounding idea, perfect study of your target audience, paid campaign if required and an innovative mind on how to produce share and likes for your video, in simple words, “to make it viral you need to be creative”.
Try out for Results of Video SEO in 30 days:
Example 1 for Video Optimization:
I had done video optimization 3 years back and was able to rank most of the videos for New York based handyman client and honestly speaking, things have changed a lot since then, the way Google rank videos now is a way different then it ranked 3 years back.
So for 2015, What can be the right strategy?
What I Feel –
“Well till you are not in the playground yourself and you do not have the right stats, you just can’t predict things.“
Following that idea in my mind, I have started trying the same as below myself:
Targets to Achieve for the Video Optimization Campaign:
To rank “IT Support and IT Services Singapore” phrasal keyword on Google.com.sg on search engine in Organic and Video Tabs.
To rank “IT Support Singapore” for an exact match keyword on Google.com.sg on search engine in Organic and Video Tabs.
Another target is to rank the video for “Brand Searches” i.e. “Apixel IT Support” keyword on top 5 positions.
Note: Keyword selection is done, according to analytical stats and SEM Rush tool.
Note: We already rank on TOP 1st page for Organic and Local rankings for the client on the keywords so now the main JOB is to rank the video in Top 100 and then in Top 10.
Results Achieved so Far for the Video Optimization Campaign:
Brand Keyword “Apixel IT Support” – Top 5 positions – Achieved
IT Support Singapore – 1st Position on Video Tabs – Achieved and 116th Position on Organic Ranking – In Progress
IT Support and Services Singapore – 2nd Position on Video Tab Rank – Achieved and 120th Position for Organic Ranking – In Progress
So, the best part is that with-in 30-45 days of small part of optimization gave me some effective results. I cannot share the traffic data of my clients but can give you an idea that my Google analytical goal triggered results.
Moving ahead, I will be updating the results for the same by further optimization every month.
If anyone followed the same strategy and have better ideas please share your comments below.
Challenge: To rank and optimize current videos for keyword “Apple Monitor Mounts”
‘With great power, comes great responsibility’ – this quote seems perfectly suited for Google. The search engine giant has outshined all players in the race by a significant margin by continuously providing unprecedented services. Google keeps on incorporating new features to better a user’s search experience so that they can get access to more useful and appropriate data in the least possible time.
Google’s Freebase acquisition is one step in this direction that allows people to access relevant and commonly available information more effectively. This is why a small module with a summary immediately appears on the R.H.S. of the search result page when you search for a person, place or thing.
Freebase is a collaborative graph database for structuring knowledge of people looking for information about a particular person, thing or place on the internet. This ingenious open-source, shared database is the brain-child of San Francisco-based startup Metaweb Technologies, Inc. The company was founded by Robert Cook and Danny Hillis in 2005, and is now an integral part of Google since 2010.
It’s a community-curated database of more than 12 million well-known objects including movies, books, TV shows, locations, etc., which combines structured and unstructured data, maintains the association between them and finally uses it to show Google search results based on both kinds of data. Being an open-source platform, it is available free for use by developers and encourages other companies and users to contribute to enhance its knowledge base of metadata.
How to add your brand/business to Freebase
Freebase swings into action as soon as you enter a search query, and it collects information from various reliable sources such as, Wikipedia and displays it as Knowledge Graph.
If you are the owner of a company and want information about your company/brand to appear on the Knowledge Graph, follow the steps I’ve listed below and see how using Freebase the search engine giant provides better and more contextual results for your brand.
Knowledge Graph says the 3rd most important fact about Nietzsche is that he starred in ‘Road to Rio’ & ‘Carbon Elvis’ pic.twitter.com/jruHS8evng
As the Freebase is a Google company, it prefers you sing into it with a Gmail account. If you already have a Google account, then you can directly jump to the sign in/sign up button on the website and register.
Step 2 – Brand listing
If you have a Wikipedia page for your brand, possibility of your brand already being listed on the Freebase is high, since (already mentioned above) it uses information from reliable sources. If you’re not on Wikipedia, then don’t worry, there are numerous topics listed under Domain bar to choose from using which you can describe your brand easily.
After clicking on a category listed under the ‘Domain,’ you will see various types. Choose one that suites your business and proceed to create a topic for it. Clicking the button will activate the ‘gear icon menu’ on the R.H.S of the top bar. Enter the name of your brand and click ‘Create.’
Step 3- Business info
Your business has been listed on the Freebase successfully. Now you need to enter more details about your brand. For that you need to add new value listed under the ‘Topic’ module. You can further edit (add or remove) the information by making changes in the ‘Add Type.’ Enter the type of your brand, business or services you offer. ‘Assert this type’ Freebase pop-up will appear on your screen. Click ‘yes’ to continue.
Step 4 – Enriching your entities
Other important information you need to update for your brand is the logo, general overview, establishment date, name of the founding member(s), business headquarter, official webpage, social media links, etc. And, this is how search result for your brand Freebase will show to a user.
That’s all you need to get listed on the Google’s Freebase. But, one question that might be making high tides in your mind is ‘why you need to list your brand on Freebase.’ Okay, here I will try and acquaint you with the answer –
We know the fact that having additional information and multimedia about your brand makes you look more reputable in the eyes of the users searching for your brand on the internet.
Free Ad space
This is the best advertisement spot Google offers to the brands. If you are right with the process of adding your brand to the Freebase, you are going to get almost half of Google’s search result page (SERP) for free.
Given that Google keeps enhancing its search algorithm, new updates keep coming in at any point in time impacting search engine rankings for your brand. However, the visual elements Freebase offers with the help of Knowledge Graph can help you stay connected to your potential customers.
Here-in the article, I have tried to familiarize you with Freebase, and how you as a business can use it for your advantage. In case there is something that keeps you begging for more, leave a comment and I will respond to your query. However, on the basis of a recent (official) report surfaced on the Freebase’s Google Plus page, Google is planning to shut down Freebase, but will continue to offer access to Knowledge Graph.
What concerns will it raise?
Following this move, Google will integrate huge Freebase database into Wikimedia Foundations’ Wikidata and the project will be shut down as a standalone entity in mid-2015. Freebase will become read-only on March 31st,2015 and a new API for entity search powered by Google’s Knowledge Graph will be introduced. By the end of June 2015, the Freebase website and APIs will be closed and the final dump of Freebase data, which is offered under a Creative Commons Attribution License, will be released.
This, for sure, is the gentlest retirement of the service ever done by Google, and it would be too early to be judgmental about the decision as one API takes a backseat, and another is ready to enter the service. But, my biggest concern, as a digital marketing expert, is how accurately the data will get updated and transferred from one platform to another. Will the same volunteers work in the Wikipedia community? What would be its impact on Knowledge Graph, good or bad? If you are also concerned about the change, then leave your feedback in the comment section below.