The world of SEO has changed dramatically in the past decade, with once-acceptable techniques now frowned upon, and a greater emphasis on quality for end-users over quantity for search-engine crawlers. Staying up-to-date with the latest innovations and working methods is key for businesses across all sectors: understanding conversion rates, embracing social media, and using more visual communication are all vital to establishing your brand’s online presence.
There are numerous gurus in the industry, all offering invaluable insights into their own marketing methods and techniques – join us as we take a look at four of the biggest!
Neil Patel co-founded both Crazy Egg and Hello Bar, and has helped global brands like NCB, Amazon, HP, and Viacom boost their revenue.
Neil believes that businesses should add more quality content to their sites, not just more keywords: as most of us know, keyword-stuffing was a common practice just a few years back, with entire pages obviously spammed to the max with repetitive phrases, making reading them a chore and not a pleasure. Content should engage users and build interest between the customer and the brand: people should feel that a company wants their time and attention, rather than feeling as if they’re secondary to search engines. Spammy guest posting should be avoided, as should content-cluttering: by adding more quality content and removing weaker elements, sites can become easier to scan, more visually attractive, and more tightly-focused.
As a Founding Editor of Search Engine Land, Danny Sullivan is commonly recognized as an authority on search engines and online marketing.
Danny recommends using social media sites to promote your business, but exploring the full range of marketing options the networks offer: demographic segmentation, and organic & paid listings are all available. This can help you target your posts at your ideal customers, leading to greater click-throughs and conversions than blanket-posting. The full range of marketing-focused elements available on Facebook, Twitter, Pinterest etc. can all boost your chances of finding valuable prospects.
Bruce Clay Inc. has been a major force in SEO since 1996, creating the SEO Code of Ethics and the well-known Bruce Clay Blog.
Bruce Clay Inc. has suggested mobile results satisfaction will be one of the most important technical issues in search. With around 60% of all U.S.-based online activity originating from mobile devices, and about half of traffic flowing through apps (according to the Chief Marketing Officer Council World Wide), many websites are already seeing a drop in their desktop traffic – this doesn’t necessarily mean they’re losing traffic altogether, just be that the traffic is migrating to mobiles instead. Ensuring your website is user-friendly, easy to navigate, and attractive when viewed on a mobile device is vital – visitors should enjoy their experience as much as they would on their desktop PC.
As the founder and former president of Pepperjam. Kristopher Jones has a wealth of experience in building online brands.
Kristopher recommends taking a closer look at your link-building, as all links aren’t equal. Bad-quality links can be problematic – these can damage your reputation with users and search engines, both of whom recognize when links are irrelevant and clearly paid-for. Aim for high-quality backlinks – those pointing back to your site from websites with high-quality, relevant traffic and user-engagement. Finding these domains can take time, but your efforts will be more likely to pay off.
Former Google Webspam leader Matt Cutts is one of the most influential SEO advice sources.
Don’t make guest blogging your only way of generating links and traffic. And certainly do not use the same article on two sites. It’s also risky to take one article and spin it to look like your own. Google is on top of the abuse in the guest-blogging space and wants to make sure that its users are getting the best content in their search results. This article shares more about penalizations in relation to link-building.
Rand Fishkin, Founder and Wizard of Moz, Moz
Fishkin says one of his favorite SEO tips he recommends is to “Create a site, service, product or hook that has a natural, viral feedback component accessible to search engines.” He goes on to explain that this is done through links, embedded content (like infographics, see below), badges, and incentives to share. As examples, he points to SimplyHired’s job trends charts, OKCupids’ data-driven blog posts (new posts no longer being produced, but still a great example), and Mixcloud’s social voting/promotion. Fishkin could have included Moz’s own Beginner’s Guide to SEO and other Moz guides in his list, which have been seen millions of times. Fishkin says that once you figure out how to produce content that spreads, in many ways you’ve already won the SEO game. “The key components then become content, keywords and a scalable business model.”
Brian Dean is the founder of Backlinko, an SEO training and link building strategy business.
This top received thousands of readers using something called the Skyscraper Technique. The three steps of this technique is to 1) find content that has a proven record of attracting readers, social media shares, backlinks and top rankings on search engines; 2) make strategic improvements to the content; and 3) promote the content via email, social media and on your website.
Dan Petrovic is the managing director of Dejan SEO. He also publishes research articles on SEO and online marketing.
Dan encourages Content Rejuvenation to help SEO. This is when an author returns to his or her content to see if it’s still relevant, engaging and accurate. Dan recommends starting with existing pages that are already popular in search engines and developing them so they consistently have high quality, well-formatted content. This means making sure that the content associated with your authorship is current and has headings, sub-headings, external links, images and references.
Adam Connell is a marketing director of UkLinkOlogy.
There are a large number of traffic generation tactics that I use, but the ones that provide the best results include:
One, find out what is trending & what your audience wants to know and write about it. Two, connect with mid-top tier influencers can work wonders so you can publsih you content. Three, find out the communities where your ideal audience is hanging out, and find a none spammy way of putting your content in front of them.
Four, once people are on your site, you need to find a way to keep them coming back — email is the best way to do it.
Michelle Rojas, the Digital Marketing Manager at Commercial Industrial Supply.
It is no secret that content is extremely important for your SEO success. One of the easiest ways to stay on track with your content strategy is to build out a content calendar for your website 30 – 90 days in advance. You should strive to become somewhat of a publication house of topics that are important and helpful for your target customers.
Deborah Sweeney, CEO at My Corporation.
The best 2016 SEO tip our company focuses on is making sure that our content is the best possible content on the Internet for the words we care about. We have been focused on great infographics with topics that relate to entrepreneurship, starting a business, small business ownership and the such.
Joey Baird, the Director of Digital Marketing at Sparxoo.
In 2016, search engines will continue to evolve and get better at understanding user and search intent. As a result, it is important to ensure you optimize your website from a user experience perspective as well as through historical search optimization practices like keyword optimization, inbound link building and content marketing.
Try to implement these techniques into your online marketing campaign – experiment with new working methods and explore the full potential of tools & software!