by Jayson DeMers
There are many moving pieces in an SEO campaign, but only a handful of broad categories of tactics to use regularly. For example, most people intuitively group tactics into the categories of on-site optimization and off-site optimization, which are clearly defined by whether a given tactic takes place on your site or somewhere else. But there are different dimensions to consider as well–for example, you can think of a split between technical SEO and reputation management tactics.
Which of these are more important to the success of your overall campaign?
Reputation management, as the name suggests, is all about building up your brand’s image online. This could involve a number of tactics, including the publication of valuable content on other websites, the promotion of your brand name and image, and the establishment of personal relationships with your customers.
For example, MediaOne suggests optimizers create LinkedIn Groups and post regularly to enhance their reputation; not only will you gain more social followers, you’ll also earn backlinks and establish ground for publishing content in the future.
There are a number of benefits to these tactics:
- Brand visibility and recognition. Obviously, your reputation will grow with reputation management tactics. More people will see your brand, you’ll rank higher for branded searches (and see more of them), and the visitors you attract will be more acquainted with your business. That means higher click-throughs for all your rankings, and more conversions when they get to your site.
- Backlinks. Reputation building is also a good way to earn more inbound links. If people read your content and value it, they’ll be more likely to link to you as a credible source, which will boost your domain authority.
- Guest posting and future potential. Building your reputation also opens the door to bigger and more authoritative publishers for guest posting opportunities. These give you immediate benefits of brand visibility and inbound links, but also a path to even better opportunities in the future.
Technical SEO, on the other hand, is all about making precise adjustments to your site to improve its visibility in search engines. Here, you could update your site’s code to be cleaner and easier to crawl, target specific keywords and include them in your page titles and meta descriptions, and even rebuild different areas of your site.
There are several benefits here:
- Real search visibility. Google can’t rank your site if its search engine bots can’t see it. Your biggest priority with technical SEO is making sure that search engines are able to process your site to index and display it accurately.
- Precise targeting. Technical SEO also gives you the ability to make and reach for precise targets. You’ll have the opportunity to research various keywords and keyword phrases, and reorganize your site to rank for them.
- Troubleshooting. If something goes wrong with your site, technical SEO will give you the tools to analyze the problem and eventually correct it.
The Problems With One Over Another
After reading this far, you may intrinsically favor one over the other. However, there’s a problem with identifying one set of tactics as “better” or “more important.” If you focus exclusively on technical SEO, you won’t have the opportunity to develop your brand reputation; you may slowly climb the ranks for a handful of specific keyword terms, but your visitors will be apathetic to your brand, and you won’t grow nearly as quickly without reputation management.
On the other hand, if you ignore technical SEO and focus only on reputation management, you could overlook a key fixture that’s necessary for search engine visibility. For example, you might update your robots.txt file incorrectly or accidentally make your site uncrawlable. You’ll get a respectable volume of customers from other areas, but your direct rankings in SERPs will tank.
The truth is, no SEO campaign can survive while only pursuing one of these sets of tactics. You’ll need both if you want to establish a wider presence. Technical SEO is necessary to be seen and properly “understood” by search engines, but reputation management is necessary if you want to reach people and grow at a reasonable pace.
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Which Is More Important: Technical SEO or Reputation Management?
by Jayson DeMers
Voice search has been around for longer than most people realize. It feels like the technology has only been around for a couple of years, but in reality, Google voice search first came out in 2002. We think of it as a recent development because only recently have algorithms begun to solve the biggest problems with voice search, including accurately detecting spoken syllables, generating results in an intuitive way, and of course, encouraging mass user adoption.
Now that voice search is popular with a much wider user base and its technological sophistication is accelerating, we’re going to see some major evolutions in the next few years. If you want to get ahead of the competition and reap the rewards for your brand, now’s the time to start adapting your SEO strategy accordingly.
What Changes to Expect
So how is voice search about to evolve?
1. Better semantic recognition and filtering.
First up, voice search algorithms are going to get better at detecting what people are saying, and translating user intent into a query that yields them the results they want. For example, if a user mispronounces something, uses slang terms, users local vernacular, or otherwise distorts a query with these tiny quirks, a better voice search algorithm could infer what they’re trying to search for and give them recommended results accordingly. This will facilitate even more widespread adoption and help centralize searches around keyword phrases. Google RankBrain already does this, to some extent, for typed searches, so voice search is the next logical jump.
2. Emotional inflection detection.
According to Dialpad, one reason the human voice is so powerful is because of its ability to carry emotional inflection. This is why it’s easier to tell when someone’s joking in conversation than it is through text or email. The next generation of voice search software may be able to pick up on a person’s emotional inflection to provide them with better results. For example, a sense of urgency may route someone to faster, more immediate service providers, or a sense of apprehension could connect a user with anonymous service or results for newcomers to a given subject.
3. More personalized results.
In any case, all technologies are becoming more individualized and personalized, and voice-based search results are no exception. Most voice search programs are tied to personal digital assistants, which are already getting better at analyzing individuals’ needs. Expect more intuitive adjustments for personal search preferences, search histories, and immediate factors, like a person’s location.
4. More display and interface options.
One problem with voice search is the lack of an easy interface on which to view results. Most people use voice search on mobile devices, which have limited screen space, so one innovation to come could be a broader range of interface options. Since it’s unlikely that one solution will work best for everyone, it’s more likely that different providers will generate different possibilities, which means a host of potential SERP scenarios to prepare for.
5. Integration with other tech.
According to Morgan Stanley, half of America’s jobs will be replaced by robots and AI programs within the next 20 years. AI and smart home technology are going to take over consumers’ lives, and most of these options will need some mechanism to drive their operations. In this way, voice search–and voice commands–will likely become more tightly integrated into our world, which could extend search optimization to even more practical, physical areas.
How to Prepare
Make sure your strategy is prepared for the future of voice search by adopting these strategies (if you haven’t already):
- Use more conversational language. If people search more with casual conversation, it pays to use conversational language in your writing. Develop more answers to common consumer questions, and don’t shy away from using vernacular and informal language unless it hurts your brand in some way.
- Optimize for long-tail phrases. In a similar vein, you should also optimize for more long-tail phrases than head keywords, since few people use voice search for truncated terms. Plus, according to Wordstream, long-tail keywords generate far less competition, which means you’ll have an easier time ranking.
- Dig deeper into consumer emotions and intent. If you want to think even more forwardly, start optimizing different segments of your strategy for different modes of user intent. This could reflect different stages of the buying cycle or even different consumer emotions.
- Get ready for a SERP shakeup. It’s hard to tell exactly how interfaces will change, but it’s a near certainty. Stay on your toes here.
The better prepared you are, the more likely your strategy will be to survive and succeed. As usual in the SEO world, you don’t have to be the best to reap the rewards–you just have to be a step ahead of the competition or find a competitive edge. Voice search is unlikely to go away or stop improving anytime soon, so funnel your investments in this area if you want to be equipped for the future.
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by Jayson DeMers
Creating and managing a website is a big step for a business, but just having a website isn’t enough. Establishing a web presence on the web is equivalent to constructing a building for your business in the real world; you can make it pretty on the outside and pretty on the inside, but that doesn’t guarantee any foot traffic, and it certainly doesn’t guarantee any patronage.
If you’re going to maximize the revenue potential of your site, you need to understand who’s coming to your site, why they’re coming to your site, and what you can do to increase those numbers. Fortunately, Google’s free Analytics platform gives you these kinds of insights in great detail. But you still need to know what you’re looking at.
There are tons of different metrics to track in Analytics, and it can be confusing if you’re a first-timer. Instead of trying to learn all the details immediately, narrow your scope to observing patterns in the Acquisition tab–this is going to tell you where your traffic is coming from. Here, you’ll find four major sources of traffic, from which you can gather valuable insights about your site:
1. Direct Traffic.
Direct traffic is measured by visitors who visit your site without any online source directing them to it. For example, if a user types in your URL directly or calls upon it from a stored bookmark, it’s considered a direct visit. Direct visits generally come from one of a few types of consumers–they could be people who heard about your brand offline, repeat visitors who wanted to come back, or even your internal staff checking the site for errors (though you can filter this last segment out entirely for more accurate data). You can improve this traffic by increasing repeat visits and stepping up your brand awareness efforts offline, though as you might imagine, the offsite route is a bit less efficient than other methods.
2. Organic Traffic.
Organic traffic refers to inbound visitors who found your site through search engines. Any traffic from Bing, Google, and other search sites is counted in this data. This is most useful for practitioners of SEO, who use content, links, and other strategies to increase their likelihood of ranking high for various relevant searches–higher organic traffic generally means greater success with the strategy. However, branded searches also count toward this total. If your site is new, this figure will undoubtedly be low, but you can increase this number by optimizing your site, producing regular content, establishing relationships with outside authorities, and getting active on social media. It takes time to develop the domain authority necessary to earn this type of traffic, but it can be a lucrative source in the long term.
3. Referral Traffic.
Referral traffic accumulates any visits that came from outside sources. If links to your site are available on external sources, users can follow those links to find your site. Link building in SEO (or through guest posting) are valuable for this. You might also earn links from local directories or industry directories, provided you submit your information to them. Getting a link published on a high-profile source with tons of traffic can route significant droves of users to your site, but the more valuable a link is, the harder it is to get. Keep a close eye on your link development strategy to increase referral traffic–you might also consider placing affiliate links, which cost a bit of extra money but can be valuable opportunities for getting new traffic. Some links might even crop up naturally if outside sites choose to cite your information–click into the Referral traffic section to see exactly which sources are generating the most traffic to your site.
4. Social Traffic.
Last but not least is social traffic, which can refer to any inbound users from social media sites. The more active you are on social media and the more attractive your links are (think about providing value to users rather than advertising your brand or products), the more visitors you’re liable to get. Over time, as you build a following, this number can skyrocket. If you click into the Social traffic area, you’ll be able to see exactly which platforms are generating the most traffic, and you can weight your strategy to favor those platforms.
Understanding and tracking these four sources of traffic, you’ll learn your users’ strongest preferences, and you’ll be able to cater to those preferences with your marketing strategies and ongoing site development.
As you grow more familiar with Google Analytics, you’ll be able to analyze user behavior on-site, track user demographics, use goals to maximize conversions and generate more revenue, and branch out to other analytics platforms and business intelligence tools to build an ever-clearer picture of your website’s traffic data–but none of this is possible without suitable initial traffic.
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The 4 Types of Website Traffic to Watch in Google Analytics
by Jayson DeMers
Most artists these days maintain a website to sell their services, or at least a blog to show their work. But it’s hard to earn new commissions and work opportunities — whether in the form of a music gig or audience at an art show — unless you can generate a steady stream of traffic to your site.
There are many viable ways to earn such traffic. For example, you can pay for advertising, or build a social media audience first. There’s usually a downside, however: Paying for advertising requires upfront capital that most artists don’t have, and building a social media audience can be an unpredictable and even counterproductive mission.
The Search Engine Optimization (SEO) Advantage
Search engine optimization (SEO) is one of the best strategies for additional visibility, and that goes for artists, too. It’s fairly inexpensive, especially when compared to outright advertising; it doesn’t require a base following to start; it requires no formal expertise (at least, again, in the beginning); and it has the potential to grow your traffic exponentially — both in a local area and on a national basis.
Higher search rankings will almost always result in higher inbound traffic. So as long as your site’s content and conversion rates are in order, attention to SEO is going to lead to greater interest in your services.
Tips for Artists and Musicians
So how can an artist make the most of this strategy? In addition to following standard best practices for SEO, you’ll particularly want to employ the following tactics:
1. Declare a niche for yourself.
Make sure you have a dedicated, specific niche that you serve, and be as specific as possible. This specificity will ensure you don’t have much competition. For example, if you knit blankets, don’t just optimize for terms such as “knitted blankets”; get more specific with terms like “custom knitted blankets for newborns” or “knitted blankets with nerdy design.”
2. Make your services clear on dedicated pages.
Dedicated pages with associated keyword terms aren’t as essential as they used to be, but they’re still valuable for artists and musicians. Most people are going to be searching for your goods based on the type of service you’re performing, so keep at least one or two pages that have rich content focused on what you actually do.
3. Use a personal brand.
Even if you have a regular brand (such as a dedicated store for your products or a band name), you’ll want to use a personal brand in conjunction with it. A personal brand will help you increase the visibility of your content, and increase the appeal of your business for prospective customers.
4. Keep your branding consistent.
No matter what you’re doing — whether it’s on your own site, a publisher’s site, or social media — keep your branding consistent. Sooner or later, people will search for you by name, so you’ll want to keep all your brand names and identity signatures as consistent and recognizable as possible over the long run.
5. Write about your trade.
People are always interested in learning arts, crafts, and music, so take the time to write a blog about your trade. Don’t necessarily give away the “secret sauce,” but you should go out of your way to share your knowledge and expertise. This will make your content highly shareable and visible, which is an easy shortcut to getting more backlinks for your page (and therefore more domain authority to boost your rankings).
6. Incorporate multimedia content.
You’re an artist, so show off the goods! Make sure you’re incorporating plenty of examples of multi-media content on your site, including images, video, and sound clips. Optimize these features with appropriate titles and description tags so they can easily be found through search.
7. Network with other artists.
Get to know other local artists, and network with them online. Work on sharing one another’s content, and cross-pollinate your social media followings (especially if you serve complementary niches). Any boosts in visibility you garner will help you both out.
8. Get involved in local events.
Local SEO is a good shortcut for fast visibility … especially for artists, who usually have a specifically local appeal. Get involved in local events, and write about your presence: You’ll get some love from the event hosts, and you’ll build your relevance for your region. On top of that, you’ll probably earn some backlinks, which make it even easier to land a spot in the local “3-pack.”
9. Attract reviews.
One of the best ways to build local search visibility is through positive online reviews. The more reviews you have on third-party directory sites, and the more highly rated they are, the more likely you’ll be to appear in the local 3-pack. Publicize your listings in these areas, and try to optimize your reviews (without soliciting them directly).
Keeping Things Affordable
Plenty of SEO agencies and professionals can help you earn higher rankings, but they may cost several thousand dollars a month or more. As a budding artist or musician, you may not have access to that kind of cash.
Instead, focus on building your rankings as frugally as possible. Spend a few hours learning the basics of SEO on your own, and focus on the tactics you can do effectively on your own. You may run into issues, and eventually find it helpful, even necessary, to enlist professional services; but to get started, you don’t need much. Prioritize the fundamentals; you can always build from there.
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9 Tips for Artists Looking for More Search Visibility
by Jayson DeMers
Marketing automation platforms and SEO are often discussed in the same breath, but they have somewhat of a tumultuous relationship. Some say marketing automation platforms can hurt SEO if you aren’t careful, while others believe it’s complementary. What’s the real answer?
Understanding the Relationship
“Your business is like a bar stool,” digital marketing consultant Jon Rognerud says. “Take any one of the four legs out and it will fall over. Strangely, most businesses are like a three legged stool.”
What does Rognerud mean by this? Well, he admits that most successful businesses have a great product, good salespeople, and a team that understands exactly what their target market needs. However, the fourth and most important leg is missing: lead generation.
Lead generation is typically missing because it’s scary, intimidating, and there are so many different options to choose from. There’s SEO, social media, content marketing, paid advertising, and an entire suite of other specialties.
Over the past few years, software known as “marketing automation” has risen to prominence. As the name suggests, its goal is to automate various marketing actions that are seen as repetitive. These include social media, email, and various website actions.
The problem is that many companies have invested in marketing automation without understanding how it really fits into the larger digital marketing picture. Specifically, they’re viewing it as totally separate and unrelated to SEO. As a result, thousands of businesses resemble unbalanced three legged stools that could topple at any given moment.
To understand this imbalance, you have to start by reviewing the conversion funnel. While there are many different versions of the conversion funnel, we’ll use the very basic example that follows a three-tiered progression of Awareness > Evaluation > Conversion. In this example, awareness is at the top of the funnel, evaluation is in the middle, and conversion is at the bottom.
When a company invests in marketing automation, they’re nailing down the middle of the funnel. While this is great, the problem is that many of these companies haven’t done anything to address the top of the funnel. The result is something like an inverted hourglass. The middle of the funnel is prepared, but there’s nothing going on at the top of the funnel to bring leads in.
When does marketing automation fall short? “When there’s no top-of-the-funnel foundation put in place to support middle of the funnel marketing automation,” HubSpot explains. “Many marketers invest in marketing automation before they have fertile ground for advanced lead nurturing campaigns to blossom. Marketers won’t have the ingredients they need for effective marketing automation until they have both a steady flow of organic leads coming through the funnel.”
This is where SEO enters the picture. While SEO touches multiple points in the funnel, it’s largely a top-of-the-funnel tool for reaching customers who are searching for your products and services in the awareness stage. In order to get the most out of both SEO and marketing automation, the two must work in harmony with one another.
SEO allows you to make the most out of your marketing automation investment while marketing automation ensures your SEO leads don’t go to waste.
Five Important Crossover Points
Without further ado, let’s check out some of the specific crossover points where marketing automation and SEO complement each other for maximum benefit.
1. Closed-Loop ROI Tracking
Are you familiar with closed-loop return on investment (ROI) tracking? This tracking allows you to see the revenue each keyword produces over a specific period of time. It’s essentially the measuring stick by which you gauge how profitable it is to focus on individual search terms.
“With marketing automation, closed-loop ROI tracking tracks every lead, giving you the ability to attach each keyword to a prospect record and continue to follow the lead until it is a closed opportunity in the CRM,” marketing automation expert Matthew Sweezey explains.
This is tremendously beneficial and removes much of the guessing game associated with understanding how leads progress through the funnel. “You see the full closed loop and therefore know where each lead came from and the revenue it brought in, which in turn enables you to prove the value of each marketing channel,” Sweezey continues.
2. Tracking Visitor Behavior
You aren’t required to have marketing automation software in place to bring in new sales prospects – your SEO efforts alone can certainly generate leads. The problem is that you don’t necessarily know which ones are producing the bulk of your sales.
If the old adage that 20 percent of your customers generate 80 percent of your revenue is true, then you need a way to identify and focus on the 20 percent. If your marketing automation software has built-in web tracking software, you can follow your PPC ads so that you know which leads are serious.
“By knowing how your visitors are interacting with your ads and how in depth their engagement is, you are able to fully optimize the productivity and effectiveness of these ad campaigns, thus increasing the chance for conversions,” digital marketing strategist Erin McCabe says.
3. Checking for Toxic Inbound links
You spend a lot of time attempting to build up high-quality, organic links that will improve your organic search rankings. Unfortunately, all it takes is too many unsolicited backlinks from spam sites to get you slapped with a Google link penalty.
With marketing automation, you can set up a feature that will automatically notify you when a potential harmful inbound link is detected. This allows you to take immediate action to remove the link and prevent costly SEO penalties.
4. Improving Campaign Relevancy
When you’re able to better understand which keywords and ads are helpful in generating leads, suddenly you’re able to put together highly relevant marketing campaigns that stand a better chance of penetrating your target audience and pushing customers down to the bottom of the funnel. This means you’re able to better maximize your budget and strategically reallocate funds to the places that matter most.
5. Better Sales Intelligence
Ultimately, this all leads to better sales intelligence. “Because every lead passed to sales through marketing automation has a full history report, including the keywords a prospect searched for, the sales department can use this data to improve its sales process,” Sweezey notes.
The end result is a more intelligent organization that’s no longer simply making assumptions and experimenting with SEO and marketing, but rather identifying trends and strategically acting upon this information.
Make the Most of Your Efforts
While you do have to be careful that you don’t rely too heavily on marketing automation and forget about your core SEO responsibilities, the reality is that marketing automation platforms help SEO tremendously.
If you want to be an organization that sits on a well-balanced stool with four legs, then you would do well to facilitate a healthy relationship between these two core areas.
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The Relationship Between Marketing Automation and SEO