Keyword Targeting And On-Page Optimization

Keyword Best Practice And On-Page Optimization

Unfortunately there is no absolutely clear cut answer when people ask how do I build the perfectly optimized web-page. However, there are elements of best practice that we can draw from and constantly update to help us get close to such a goal. In this post, I’m going to share best practice recommendations for achieving on-page and keyword-targeted “perfection”, or something close to it.  As with all things SEO, I suggest constant testing and refinement.

The Pefectly Optimized Page

(Example for the keyword phrase Chocolate Biscuits)

Page Title

Chocolate Biscuits John’s Bakery

Meta Description :

John’s bakery chocolate biscuits are possibly the most delicious chocolate biscuits ever made

H1: Headline

Chocolate Biscuits from John’s Bakery

Body text

_________________________chocolate biscuits ________biscuits____________________________________________

___________________________________

___________________________chocolate biscuits__________

_________________________________________

___________________________________________________biscuits.

______________________________________

__________________________________chocolate____________

___________________________________

_____________________________________biscuits____.

Chocolate______________________

_________________________________________________

_________________________chocolate donuts______

_______________________________________

_______________________________________________chocolate

______________________________

_________________________________________________chocolate biscuits.

Page url: http://www. johnsbakery,com/chocolate-biscuits

*Using the keyword term/phrase as the very first words in the page title has the highest correlation to high rankings.

HTML Head Tags

  • Title -One of the the most important on-page keyword elements is the page title, it should always contain the keyword term/phrase as the first word/(s).
    Meta Description - although not used for rankings by any of the major engines, the meta description is an important place to use the target term/phrase due to the bolding that occurs in the visual portion of the search results. Usage has also been shown to help boost click-through rate, thus increasing traffic.
    Meta Keywords - Yahoo! is unique among the search engines in recording and utilizing the meta keyword tag for discovery, though not technically for rankings. However, with Bing taking over Yahoo! Search, the last remaining reason to employ this tag is now obsolete.
    Meta Robots - although not necessary, this tag should be sure NOT to contain any directives that could potentially disallow access by the engines.
    Rel=”Canonical” - the larger and more complex the site (and the larger/more complex the organization working on it), the more I recommend employing the canonical URL tag to prevent potential duplicates or unintentional, appended URLs  from creating a problem for the engines and dividing up potential link juice.
    Other Meta Tags - meta tags like those offered by the DCMI or FGDC seem compelling, but currently provide no benefit for SEO purposes with the major search engines and therefore, add unnecessary complexity and often slow download speeds.

    URL

    Length - Shorter URLs appear to perform better in the SERPS and are more likely to be copied/pasted by other sites, shared and linked to.
    Keyword Location - The closer the targeted keyword(s) are to the domain name, the better. Thus, site.com/keyword outperforms site.com/folder/subfolder/keyword and is the most recommended method of optimization (this is by no means a massive benefit to overall ranking)
    Subdomains vs. Pages -I already discussed that despite the slight URL benefit that subdomains keyword usage has over subfolders or pages, the search engines’ link popularity assignment algorithms tilt the balance in favor of subfolders/pages rather than subdomains.
    Word Separators - Hyphens are still king of keyword separators in URLs, despite promises that underscores will be given equal prowess, the inconsistency with other methods makes the hyphen a clear choice. This definitely should not apply to root domain names, where separating words with hyphens is never recommended (e.g. www.johnsbakery.com.com is a far better choice than www.johns-bakery.com).
    Number of Keyword Repetitions - It’s simply impossible to pinpoint exactly the optimal number of times to include a keyword term/phrase on a page, but this simple rule has served me well for a long time – 2-3X on short pages or 4-6X on longer pages and never more than makes sense in the context of the copy. keyword stuffing is useless and will be penalised by the search engines.
    Keyword Density - Although a complete myth as an algorithmic component, keyword density nonetheless still perplexes the sharpest of SEO minds. While it is true that  more use of a keyword term/phrase can potentially improve targeting or ranking, there’s no doubt that keyword density has never been the formula by which this relevance has been measured.
    Keyword Usage Variations - Long thought to influence search engine rankings has been given to the thought that varied keyword usage throughout a page can help with content optimization and optimization in general, nevertheless it is actually only worth a small amount of effort. I recommend employing at least one or two variations of a term and possibly splitting up keyword phrases and using them in body copy as well / instead.
    H1 Headline - The H1 tag has long been thought to have great importance in on-page optimization. Recent studies however, has shown that it has a very low correlation with high rankings – near zreo in fact ! Despite this evidence, correlation is not causation and therefore for semantic and SEO reasons, I still advise proper use of the H1 tag, as the headline of the page and preferably, employment of the targeted keyword term/phrase.
    H2/H3/H4/Hx - Even lower in importance than the H1, these tags appear to carry little or no SEO value whatsoever.
    Alt Attribute - The alt attribute, long thought to carry little SEO weight, has been shown to have quite a robust correlation with high rankings in studies. Therefore I strongly advise the use of a graphic image/photo/illustration on important keyword-targeted pages with the term/phrase employed in the alt attribute of the img tag.
    Image Filename - Since image traffic can be a substantial source of site traffic, image file names appear to be valuable for this as well as natural web search. I suggest using the keyword term/phrase as the name of the image file uploaded.
    Bold/Strong - Using a keyword in bold appears to carry near or no amount of SEO weight at all, and thus it’s suggested as a best practice to use the targeted term/phrase at least once in bold.
    Italtic/Emphasized - Surprisingly, italic/emphasized text appears to have a similar to slightly higher correlation with high rankings than bold/strong and thus, I suggest its use on the targeted keyword term/phrase in the text where appropriate.
    Internal Link Anchors - No research has yet to find that internal anchors are picked up or even counted by search engines.
    HTML Comments - Don’t bother ! Simple.

    Internal Links & Their Location within Site Architecture

    Click-Depth - My recommendation is that the more competitive and challenging a keyword term/phrase is to rank for, the higher it should be in a site’s internal architecture and so, the less clicks from the home page it takes to reach that URL
    Number/Percentage of Internal Links - More linked to pages tend to attain higher rankings. For competitive terms it may be beneficial to link to these pages from a greater number of pages on the site.
    Links in Content Vs Permanent Navigation - It appears that Google and the other engines are doing more to recognize location on the page as an element of link consideration. Therefore, employing links to pages in the body content, rather than in permanent navigation can potentially provide some benefit. However, Google only counts the first link to a page that they see in the HTML.
    Link Location in Sidebars & Footers - Recent patent applications, search papers and experience from SEO practitioners suggests that Google may be strongly discounting links placed in the footer and to a lesser degree, in the sidebars of pages. So, if you are utilising a link in a permanent navigation, it’s more beneficial, for SEO purposes to use the top navigation – above the content.
    Keyword Location - I advise that important keywords should be featured in the first few words (50-100, maximum) of a page’s content. The search engines certainly appear to have some preference for pages that employ keywords sooner, rather than later.
    Content Structure - Some practitioners swear by the use of particular content formats for SEO, but I certainly have not seen any credible data suggesting these structures hold any value for higher search engine rankings and thus feel that whatever works best for the content and the visitors is likely ideal.
    Full report at this URL this site and gout home remedies

    Why Don’t We Always Obey These Rules?

    The truth is that in the process of creating great web content, we sometimes forget, sometimes ignore and often intentionally disobey the best practices I’ve laid out above. On-page optimization, while certainly important, is only one piece of a larger rankings pie: See below;

    Google's Ranking Algorithm Components

    It most certainly pays to get the on-page, keyword-targeting pieces right, but on-page SEO, in my opinion, follows the 80/20 rule very closely. If you get the top 20% of the most important pieces (titles, URLs, internal links) from the list above correct, you will gain 80% of the value possible from on-page ranking optimization.

    Best Practices for Ranking #1

    Perhaps not surprisingly to experienced SEOs, the truth is that on-page optimization doesn’t necessarily rank first in the quest for top rankings. In fact, a list that walks through the process of actually getting that first position would look something more like the following:

    1. Accessibility - content that can’t be seen or accessed cannot even be indexed. Thefore crawl-ability is foremost on this list.
    2. Content - you need to have compelling, high quality material that not only attracts interest, but compels visitors to share the information. Making your content go viral is possibly the most important and valuable factor in the ranking equation because it will produce the highest link conversion rate.
    3. Basic On-Page Elements - getting the keyword targeting right immediately is the most important element (titles, URLs, internal links) providing a big boost in the potential ability of a page to perform well in the SERPS. All good SEO should start on a strong keyword strategy. The experience provided by a website strongly influences the links and citations it will earn, as well as the conversion rate and browse rate of the traffic that does visits.
    4. Marketing - A terrific powerful marketing campaign has the power to attract far more links than content may deserve, and though this might seem unfair, it’s a principle on which all of capitalism has functioned for cenuriest. Spreading the word is often just as important (or more so) than being right, being honest or being valuable – unfortunately -just look at the global politics and it’s politicians !
    5. Advanced On-Page Optimization - applying all of the above with careful attention to detail certainly isn’t useless, but it is, for better or worse, at the bottom of this list for a reason; in my experience it doesn’t add as much value as the other techniques described above.

    I’m looking forward to hearing your thoughts and experiences about the specific recommendations above and the general concept of the “perfectly” optimized page.

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Want Backlinks? Go Viral !

Get Backlinks Go Viral

Search Engines Seek “Shared” Content….. 

The absolute key to achieving great backlinks is by generating great content that goes viral ! The latest Google reconfiguration (It’s Panda update), is a clear indication that search engines now prioritize data that is independently shared across networks by third parties. This is increasingly how search engines now measure the indication of authority of content and thus rank it accordingly within its field.  So “Content is still King” but it must go “Viral”.

So how is this achieved? Great content will only go viral if you give it the best opportunity to be shared by it’s user. Below this post is a number of sharing devices that enables this to happen.  If deemed authoritative, the reader can easily Like, Tweet, Google+, Digg it, Email to a third party etc and give this article a life of it’s own. This activity and its volume is picked up by the search engines, along with originality of source and then ranked accordingly. Other webmasters will only refer, promote and backlink to your content if its good enough. Simple ! This is surely though the great “Equaliser” of the Internet !  Large corporations cannot treat it as they have other media platforms by buying their way in. Two teenagers in a back bedroom can out rank any organisation, in any field, if their content is better !

The Google Panda update certainly put the “Cat among the Pigeons”. Gone are the days of buying backlinks, of sloppy article submission and irrelevant blog posting. The quality of backlinks are measured now more than ever. Google now looks at the relevance of the web page that is providing the link to your own and therefore where / what page it is actually placed within your web site. The authority of the link source is assessed by page rank and the anchor text within the link must be both keyword rich but varied. Google Panda deserves a post in itself and indeed one is to follow.  It is outlined here simply to stress the fact that the game of gaining backlinks has changed forever and so then have many facets of best SEO practice.

So its back to the grindstone….Create great content that is better than anything else out there….then get it viral !

For further consultation upon the implications of Google Panda upon your current SEO strategy, talk with me personally via  chris.evans@edcsolutions.cuk or. or via my Agency EDCNewMedia Ltd

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Always “Ask For The Business” When Negotiating!

I always try to instill and encourage salespeople to simply ask for the business when they are engaged in new client aquisition. Surely such a basic practice is widespread within new business development activity? Not So.  The amount of salespeople I have trained or employed who seem utterly terrified of such a direct question amazes me ! By asking such a question you are in no danger of actually losing the deal, at this point there isn’t a deal to lose.  If such a direct close does end negotiations, then there was never going to be a deal in the first place. Common sence yes?
Save yourself and your prospect valuable time by asking such questions. The client’s answer will tell you where you are in the buying process and therefore what you need to be focusing upon so as to bring negotiations to a full close. Thefore it’s also a great trial close  and I have personally earnt the respect of many clients & prospects for asking such a professional, mutually beneficial business question.
DONT be afraid to talk about the business end of the negotiation !
I ask for the business on every sales call I make (using the correct timing of course) and I get nothing but positive feedback.
Try It ! What have you to lose. Otherwise carry on having multiple conversations that do not move forward and continue to send follow up emails to CXO’s who will never do business with you. Understand this….your call(s) have one goal, one purpose. To create new business for your organisation. So establish early on wether you can add value to your prospects business and in doing so benefit your own. Win Win situations. There is nothing wrong in discussing the likelyhood of and the details of a deal. We are all in business to do business. So ask on your next couple of calls, then be quiet, listen carefully to the reply given and close on the issues raised in that reply.
One final thought – a NO is just as good as a YES in sales ! You have your answer and you can move on. Time management. This piece is written for my own sales team @ EDCNewMedia, however I have decided to deviate from this blog’s usual SEO specific topic base, so as to share this fundemental communications mind set.

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An Inbound Marketing Campaign In Practice

Content/SEO/Social Media - Inbound Marketing In Practice

SEO For Mobiles

This post gives an insight into a recent client acquisition at my consultancy EDCNewMedia. The client sought content generation in the form of a blog and full web presence. To achieve this we embarked upon designing an effective and comprehensive inbound marketing strategy. Here I outline the platform we chose and the resulting SEO and social marketing practices utilised so as to ensure that their content was found by relevant and interested end users.

IntroductionAll the components of what has been termed inbound marketing* must not be mutually exclusive but rather deliver a cohesive marketing message to it’s chosen target audience. These components – Content generation, SEO best practice & Social Media manipulation must each be designed so as to create an Integrated communications message that maximises search engine rankings and brand awareness.Below is a discussion of best practice for each of these components with reference to the client acquisition fore mentioned. Content SEOWhen embarking upon any SEO campaign there are a number of fundamental areas to examine and prepare for. Firstly the current state of competition – The level of competition/The quality of the competition/ The important sector specific “Money” Search Terms and the on and off page SEO strategies you utilise so as to beat that competition and the management of the campaign so as to achieve first page, top organic listing for your client.

On Page SEO

Keywords & Internal Linking

Keywords must be chosen for their popularity and potential traffic generation. I use a number of keyword tools – Google’s own Adwords, WordPress Keyword tool and SEOMoz’ excellent number of keyword analysis tools. You then have your list of individual and long tail keywords to build upon. Much like mobile web search, this particular campaign called for search terms that were both category and location specific.  Users will enter the type of service required (in this instance a florist) and then the most convenient location for that to obtain that service given their own location or the destination of the end product.With this is mind many keywords were chosen upon these criteria. “Florist in Cardiff” was the real money search term for this campaign, along with extremely similar search criteria. Using a keyword density tool I ensured that these terms were placed in prominent positions ans also incorporating them in to the text body, without sacrificing reading quality. The choice of the URL, in spite of recent research that would suggest otherwise, I felt needed the words florist and Cardiff within it.  The URL chosen became:   . Far too long, but the only one available. With the building of backlinks we have achieved a serp result of 1st page 3rd listing. This will become 1st listing as further backlinks are built and other SEO techniques are time is always a factor in good organic SEO practice. For a 3 month old URL this is a good result.

Each page of course had their own target keywords allocated to them with relevance for the page being the paramount decision. Page names, headings, sub-heading and text were designed with the chosen keywords at the fore.  This helps with a number of things especially external anchor and deep linking and of course the internal site linking strategy. Each page had links to other pages using the keyword(s) that the target page was geared around.

Originality of content was also key for each page and of course the entire site. As was and is the constant updating of content. Even more so for a blog.

When designing a site/blog from scratch (more so a web-site), you have the luxury of laying down the perfect foundations for an effective SEO strategy. From a keyword driven description meta tag to inter page linking.

The reason that I used WordPress as the blog vehicle is simple. WordPress for a number of reasons is extremely SEO friendly. Not only are there a number of rather clever plug-ins available for SEO and other purposes, such as meta description tags, you can edit the html coding to your advantage. Furthermore, you can also manipulate each post / page URL  so as to fit and match individual keywords chosen. This helpagain with external anchor & deep link positioning. Furthermore, you can allocate uploaded media their own URL’s enhanceing the overall keyword strategy.

Off Page SEO

Link Building & Social Media

As for External link building this campaign although extremely competitive in terms of the number of sites in existence, some with great content might I add, bar 3 sites there were no Google recognised inbound links and no quality Yahoo links ! This made it extremely easy to reach the first pages of the search engines / SERPS in a relatievely short manner of time. Using nothing more than great content design, a few community pages (Squidoo, Hubpages etc), directory entries, the use of social networking & bookmarking sites and it was achieved. Easy !  If you are struggling with sources for backlinks see my recent post regarding just this. If you are seeking to outsource your entire backlink strategy then use my Consultancy EDCNewMedia.

The next stage of this campaign involves the building and use of the other 2 remaining components – Content & Social Media

This post is to be expanded upon to describe the best practice for these last 2 components of Inbound Marketing in practice , so keep an eye out for that. Also take a look at the blog being built - 

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Effective Backlinks For SEO Practice

SEO For Mobiles - Effective Backlinks

Backlink / Inbound Link Building

Good SEO practice for both mobile and desktop web sites involves the building of  as many quality back or inbound links towards your online content as humanly possible. But they have to be links that ultimately add value and so white & black hat inbound link practices are discussed in terms of their respective value, especially long term. The best form in which backlinks should take for maximum effect upon search listings and page rank is also outlined and finally, on a practical level, a few ideas on sources from which inbound links can be generated are put forward.

The true value of an inbound link to your on-line content lies in them being generated and or deriving from sources that can be as relevant to your own content as possible and secondly as authoritative in their own rite and thirdly from a source that genuinely wants to promote you, to follow or like you, to use social media terms. That’s what a good SEO backlink is after all a genuine follow from a respected source. It is now of less value to have a backlink from a source that has no relevance whatsoever to the subject of your own. Google especially allocates a lot of weight to such links as they indicate your popularity within your own field. Furthermore, if the link is from a site that lacks a good page ranking of its own, again the value is diminished if not non-existent.  The practice of buying backlinks is dead, Old Black Hat even ! Especially from link farms as they are now increasingly easily identified by the search engines as they lack the criteria of relevancy and authority just mentioned. As a result, such inbound links are allocated no value whatsoever by the search engines and are increasingly ignored at best. The time value of backlinks also differ dependant upon their source. Directories are a good example as are purchased links, as they can both  easily and do constantly change and subsequently your backlink can simply disappear after time. The time value of an agreement maybe? That’s just it, links have to be from genuine content generators of their own who have a reason for “following” you with a back link. Finally, be aware of what type of backlink is achieved. A backlink that is tagged as “nofollow” is worthless in the context of increasing search result/page rank as they do not allow redirection to your content. They are merely a mention and so only valuable in a brand awareness context.

So the value and form of backlinks has been covered – Relevancy & Authority – but what about how to generate quality backlinks and from where? Building your own backlinks is all about generating great content that others will wish to be associated with, designing relevant content upon high value third-party sites / blogs and by maximising the benefits of social media.

It makes sense that all content you put out there be of first class quality yes?. To be successful you should it is often said be passionate about what you are writing, as this is most likely the area that you know best and so importantly also enjoy ! Passion is something I recognise when I read something or someone talks to me about a subject. Get some passion across to your readers and sure enough like-minded content owners, importantly often with relevant material, will want to be associated with you via a link. Links are like human sinus across the entire web that run between, connect and point towards content. The trick is to gather and therefore engage in as many as possible.

Just stop and take a moment to think about the amount of high quality, many completely free, third-party sources that are currently available upon the web for you to write about your passion and or business? Use them and somewhere within them  link a word or phrase back to the most relevant part of your content and not just your landing page which is often practised but is actually an inefficient use of inward links.  Take a look at Wikipedia. There is no better source that I can think of that has such authority upon the internet and that let’s you write about and contribute to the debate about your passion or industry. Many businesses that have something to shout about, have already achieved great things within their respective markets are now using this people’s encyclopedia as wiki would have it,, to promote their work and a backlink from Wiki is worth its weight in gold that’s for certain. Look at the blogs out there that again are authoritative. WordPress, Hubpages, Squidoo to name but a few. Other great sources are white papers and EBooks that you can write and should be distributing yourself on-line. If done well these two sources alone are not just fantastic tools in which to build inbound links, but start to, or already define you as, a clear thought leader within your field. The brand equity that such documents  can create and build is also immense. What about writing articles online? Ezine articles is just one of many, but it’s free version if done correctly has value and they hold online authority. Your existing online network is another great resource. Whether they be friends you have met on forums on your subject, or the customers you have carried out excellent work for recently. These individuals and organisations will be happy to furnish you with a quality, long-lasting back link.

Finally social media has now firmly embedded itself into the internet experience and the various tools out there hold endless opportunities for you to create backlinks, especially from the social bookmarking sites such as Del.icio.us and StumbleUpon. I am not going to detail every single social media tool that you can use, I am sure you are already familiar with many of them. Suffice to say that social media holds the key to so much more than just generating, long-lasting backlinks to your content. If done correctly a social media campaign should facilitate greater exposure, leading to increased traffic and brand awareness, enable the targeting of exact audiences and increase the online trust of your product/brand/service. I intend to write an entire post on the subject of social media for both these purposes and it’s integration into a successful SEO campaign in general.

Suffice to say generating backlinks is an extremely difficult, labour intensive exercise and you really do have to know what you are doing. So why not outsource your entire SEO backlink strategy to an consultancy such as EDCNewMedia.

An example of a keyword driven/anchor text link would be for a florist in cardiff of which we are currently managing an SEO campaign and a Blog build.  .

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SEO & Inbound Marketing

SEO For Mobiles - Inbound Marketing

SEO a practice of Inbound Marketing

SEO best practice is just one facet of what is now widely termed “Inbound Marketing”. Inbound marketing is all about pulling in an audience and then converting that audience into a desired type of active user, whether that be a user by association or commercial interaction

The internet has always been a vehicle whereby users pull information from an ever
growing source of data. This information is pulled via search activity. Search engines now dominate the manner in which online data is organised, prioritised and therefore found by users of the web. SEO practice. However, we also now have the power of a socially interactive internet. As with dominating the search engines and therefore exploiting where the eyeballs are going social media as it has become known represents another source of eyeballs. And what a phenomenal growth already in social networking, that has in just 6 or so years embedded itself as an integral part in what now happens on-line. Where the eyeballs go Business must follow….

Inbound marketing literally turns traditional outbound marketing techniques upon their head.  Outbound marketing seeks to create demand in their target markets by, lets face it intruding upon the lives of their desired audiences, so as to capture their attention. I’m not saying that all outbound marketing practices are bad, or worthless, I’m not. But on-line they are ! It’s a completely different marketplace driven by different forces all together. For example mass television and mass radio based advertising.  These occur when their audience is maybe expecting an advert but not knowing of what kind and would often rather miss them all together ! It’s often because they are positioned during primetime viewing audiences are more time sensitive. Importantly, audiences now have control over what they allow to take up their valuable time. Due to devices such as TiVo and recordable TV, no longer do you purchase a captive audience and that’s the problem with outbound marketing practices, they are losing the eyeballs and therefore their value, but the costs still remain high. The internet is a totally different type of economic platform  with an economic agent that maximises their utility in different ways, but is always in control of the media and information it consumes.  Direct telemarketing is another example of an established element of outbound marketing that is becoming less efficient. In the consumer market especially this is the case. These calls are often made badly,without any prior notice and seek to create demand. Their cost of operation is increasing as their value is diminishing. Online we simply draw in target audiences or go to where they are going and deliver messages they were all ready seeking out in the first place ! That is the massive difference between inbound (pull) marketing to outbound (push).

Business to Business (B2B) marketing differs slightly. Especially, with the sales call. Introduction calls are often welcome and scheduled, mutually beneficial communication between organisations will always be important. The power of the spoken word will never disappear. However again, these are becoming costly in comparison to internet marketing expenditure. Plus you can talk in real-time online now anyway and more and more companies are doing so each day.  Saying this, I do know of organisations whose policy it is not to take unsolicited sales introduction calls. However, when I was in sales I always took that as ….call back and get the M.A.N on the phone ! The person with the Money, Authority & Need. If you add value for these people in business, it often follows that you interact to each other’s benefit.

inbound marketing has three core, interrelated practices that seek to ensure that the data found online is both relevant, and attractive to your target market(s) and importantly YOUR data.  These practices consist of: 1) Organic SEO/Search Engine Optimisation 2) Content Generation and 3) Social Networking./Social Media

A brief outline of each shall now be given with emphasis more upon the effectiveness of inbound marketing.

SEO Keyword analysis & selection. Keyword driven, quality content, on and off page link building etc.

Now Good SEO as discussed on this blog’s  page should steer the user towards the content of which they seek. Straightforward stuff. In terms of inbound marketing however, the SEO should steer the user in the direction of all your related content. Your site, blog, twitter account, facebook fan page, YouTube channel etc.

Content Generation – Sites,  Blogs, Videos, White papers, EBooks, Press releases and Online Article writing etc

There are so many opportunities online now to create great content about your business or passion. Inbound marketing is about seeking out the most authoritative blogs to write upon, creating fantastic SEO friendly web sites, viral videos, writing thought leadership white papers, EBooks and press releases alike. Generating as many relevant, engaging sources of content online as possible with a commercially driven purpose. Inbound marketing is all about getting your content found as opposed to that of your competitors! The goal is to create as many backlinks to your main sources of conversion as humanly possible with that conversion being the start of a long-term relationship built on mutual benefit and trust.

Social Networking – Peer interaction of common interest in a subject and or related products and services.

This is a fantastic practice within any inbound marketing campaign. Good SEO already incorporates social networking sites to increase the page ranking and popularity of your content. As such Inbound marketing utilises such platforms so as to engage the target segments of customers of which you have researched as being important. Social networking /media is still young but represents the biggest cultural shift in the way in which we use and therefore do business on-line that we have experienced to date. A socially driven internet !

Facebook is always the example but really the company is younger than my own son (who is only 9 by the way) and look at the power it already yields across the entire media landscape, and the sums of money involved . For an internet company of such an age ? Social media is here to stay and it will only continue to grow. Twitter likewise has seen even more recent phenomenal growth as it is proving to be a fantastic business tool. LinkedIn is a social site that is dedicated to business professionals. I use all three to increase my business network. The amount of business that I now do through and with LinkedIn is  massive compared to only this time two years ago. I use it to employ staff, win business deals, network, join relevant groups etc. It has me fully engaged as a user.

If you are new to these tools (as that is exactly what they are), I suggest you research and find the one that best suits your needs initially and play your strengths to theirs. Be aware of over saturation also when using them in terms of promotion alone. These are places where you seek out and join with partners, engaging with them so that doing business is just the inevitable consequence of the relationship built..  if you use these tools incorrectly you can do more damage than good ! That’s why it’s sometimes best to get some advice from an

Here is a pictogram demonstrating the interrelationship of the internet based inbound marketing practices discussed above:

Inbound Marketing

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SEO For Mobiles – New Search Dimensions 2

SEO For Mobiles - EDCNewMedia

 SEO For Mobiles

Here we carry on from SEO For Mobiles – Search Dimensions for Mobile Web and examine other important mobile SEO search criteria such as Devices & Browsers, Mobile Site Content & Mobile Content Standardization. Each will be discussed along with their implications for and upon Desktop Search.

Device, Browser and Content Standardisation Challenges

Much like the exciting days of the birth of the desktop web, one of the main constraints upon mobile web search is not the amount of pages available, but the lack of them and the different ways in which they are built. In addition, just as in earlier times, there is a general lack of consensual opinion around the technical specification of devices and browsers. Both of these things indicates a general lack of commonality and standardisation in the mobile web site marketplace.

Unlike the desktop web today, companies are creating their mobile properties in a variety of technical , using a variety of implementation techniques (some deliberately choosing to ignore the mobile web altogether). Whilst from the device end of things, a number of different operating systems, form factors and browsers merrily co-exist.

From the view of search engines, all this makes for a difficult environment in which to deliver a quality, standardised service. Particularly if, like Google, they are trying to recreate the slick nature of their desktop experience on the mobile platform. To compensate for this lack of coherence, it looks like they’re using a couple of temporary techniques to make the problems disappear: site transcoding and user agent detection.

In my previous post site transcoding was discussed. So here we move on to the discussion of agent detection.

User agent detection is another form of transcoding which takes your content and  if necessary, reconfigures it, in it’s attempt to provide a more uniform browsing experience for various devices. For example, an iPhone has different display and browser capabilities to a Nokia 6300, and so mobile search engines like Microsoft OneSearch and Google Mobile will reformat key elements of your web pages,  images, maps, pagination, etc to help such content fit the target device correctly.

The implication of all this transcoding work is that those sites that avoid it by conforming to a more standardised means of mobile presentation will probably fare better when it comes to search engine and ranking. And why not, since they are the sites that are most obviously tagged as mobile at the content and code level, and, as such, are those most likely to deliver the most satisfactory search experience.

Good mobile SEO takes traditional Desktop SEO to the next level in terms of content and code production standards. You need to make your site easily accessible, readable and understandable to a new style of search engine crawler. And this crawler is even more obsessed with quality and compliance !

Make Your Content More Easily Accessible

Ensure that your code is clean and that search-critical information is included in key parts of the content: for example, ‘Pizza, London’ should feature in navigation, header tags, body copy links, bold text and the like. Much like humans, crawlers tend to read pages quickly and give at least as much importance to the way that information is presented as to the actual content on the page. So think of your content as a hierarchy of different styles and signposts, and ensure that keywords and phrases are well positioned in the overall scheme of things.

Ensure that your content layout is suitably simple for a mobile user. No use of frames. No use of Flash, Ajax or other presentation methods that may make sense on a desktop but render the mobile experience as cumbersome and awkward.  Mobile crawlers will mostly follow the browsing patterns and experiences of us humans and our phones. If we bury our key content in inaccessible layers of the page, then just as our Nokia’s will struggle to find it, so will search engine crawlers. The rule therefore - is don’t make anything or anyone work too hard to access your content. Different phones and different browsers will splice your content in different ways. Some search engines will decide to transcode it. So, for now, the best way to make your content accessible is to keep it simple – make your page titles, subheaders, content extracts, images and body copy suitably concise, and readable to people and crawlers alike.

Create your content with your target mobile devices and users in mind. This means paying more attention to shorter form factors for important SEO content fragments such as URLs, page titles and metadata – all of which will be re-used in search results pages and so need to be suitably keyword-relevant to the search query undertaken, but also concise enough to be rendered and read on a mobile screen.

Many mobile search engines will help you to achieve this presentation by removing standard elements in URL strings such as the “http://”. Maximise the use of mobile-targeted page content. As mentioned above, all major mobile search engines are now beginning to build in new dimensions in to their indexing methods and the presentation of their results – such as, location indicators (eg, ‘London’), content formats (eg, ringtones), and anything else that identifies your site.

Look out for my next blog on SEO for Mobiles and traditional Desktop Search.

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SEO For Mobiles – Search dimensions for Mobile Web

SEO For Mobiles 

 The growth – The Implications – The best practises

Can anyone still remember the days before Google ruled the world?  People were genuinely excited about Excite, Altavista and Lycos were viable competitors to Bill gates and his team: The year was 1999 I was still at university studying economics and the world was a foreign land with its own futuristic language: Full of eyeballs, portals and paradigm shifts. We even had a NEW economy !

The mobile web is at the same stage in its product life cycle. Early adopters have shown the way and now the industry is experiencing phenomenal growth. Just stop and think of the number of millionaires the internet has made since those heady days.  By the end of 2017 – just 5yrs - mobile phone web use will overtake that of standard PC/Laptop usage.

The Growth in Mobile Search

With the phenomenal growth in 3rd generation mobile phones mobile web usage has seen a growth of 700% in the last 12 months alone ! It has grown from the small percentage of total web search activity that it represented just a few years ago to 15% that it does today. Phenomenal right?

Watch this short video concerning the growth in mobile: Statistics concerning the growth in 3rd generation mobiles are detailed especially the iPhone. The figures are astounding. It’s where the eyes are going and so business must and is now starting to follow. Mobile web marketing accounted for the largest growth in marketing expenditure world-wide in 2010 !

SEO Implications

Just as mobile web users are different, most mobile-specific search engines (such as Google Mobile, Jumptap, Medio, TapTwo and  find.Mobi) are also built-in different ways.

Mobile SEO operates upon a different terrain to desktop SEO. Of course search engines do and always will feed off the input provided to them, however new criteria such as location, device type and content formats are far more important to and indicative of the mobile web experience. Search engines are rapidly figuring out how best to utilise these newer dimensions so as to firstly prioritise content and secondly to provide relevant, user driven search results.

Here are a few of these new criteria and their changing importance to SEO for mobile:

Fewer Keywords: Now keywords will always be important, however the big  difference is that for mobile for effective SEO less is better for this particular criteria. According to Google’s research, the average query on its’ Mobile Search is 15 characters long. This then does not give the search engines a lot to go on when trying to replicate the quality of desktop search.

Locations & Categories: A large majority of mobile searches are location and/or task specific, search engines are therefore beginning to present their content in new ways to make results more accessible in the light of the device and mobile user constraints. In order to compensate for smaller screen sizes, search engines are dividing the presentation of their results into new location and category-based layouts.

Site Transcoding: Google Mobile, AOL, Windows Live and others utilise transcoding software  so as to provide a more standardised, user focused experience. This basically means that they have decided to impose mobile web site presentation standards of their own, and if your site doesn’t live up to these standards your all important content will be redesigned so as it best suited to the end-user and importantly their device.

The implications of transcoding to the mobile webmaster? Those sites that avoid it by conforming to a more standardised means of mobile presentation will definitely rank better when it comes to the search result. Sites that are tagged at the content and code level are those who will be recognised by the search engines as able to deliver the coherent and satisfactory search experience they are seeking to provide end users.

Keep an eye out for my next blog on this subject that covers other newly important criteria for effective SEO for mobiles, such as: Devices & Browsers / Mobile Site Content & Mobile Content Standardization.

Christopher Evans – Managing Director @ EDC New Media Ltd

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