If an athlete is training using always the same techniques or the same program for a pretty long time, sooner or later he’ll hit a “training plateau”. The same thing might happen to most of SEO campaign. If they use the same methods, even if they do it more often, but the same techniques – most likely it’ll lead to deterioration of results.
Because when you reach a “plateau”, the best way out is to change your game, to use some new methods and programs.
There are some ideas to break through your plateau and increase search visibility.
Everybody knows that good content is the key to increasing the visibility. But most companies keep their best content behind “gates”. It is important to have some gated content which would help your lead generation efforts. But it is also important to get all the best from everything. Like whitepapers, case studies, videos that are behind gates will not have any SEO value. But! If you put whitepapers into blog posts or quote some key stat from case study in a blog post, your gated content will still be gated but it’ll also increase a search visibility.
Another thing. It is known that during the first phases of any SEO campaign the focus is on the major phrases and keywords which are linked to the most important pages of your website. It’s usually the rankings of these key pages that plateau first. So when it happens the best thing to do is to cast the net wider, to focus on the long tail. The long-tail search rakings can be more valuable than your major phrases. So focus SEO efforts on exploiting any opportunities and you will see how quickly your search referrals and conversion rates are increasing.
Another technique is to go offline. This is the most overlooked SEO tactic of all. Though the most effective SEO strategies is to getting out of the office and talking to people.
So the most important principal which is applied not only to SEO – if you reach plateau – go change your game! More is not always better. But diversity is almost always good!
Google announced that they are experimenting with the new look recently. Very soon after this announcement Jon Wiley, Google Search lead designer, stated that those modifications were good enough for the official change. And now every user of Google Search should notice the new design of results page.
Jon Wiley pointed to changes: the titles of search result pages are now of a larger size, all the underlines were removed, and the height of the lines is now all even. All those modifications are supposed to improve the convenience of the Google Search users. Pages are assumed to become easier to read and the overall look is to become cleaner and clearer.
In addition Google is trying to unify the mobile and desktop experience in the ad side, making the multi-device experience more consistent so that the users would use Google Search across devices and it would be easier for Google to develop improvements all across the board, according to Jon Wiley.
Of course any changes in Google’s design or layout, as any changes on the whole, might cause a lot of discontent and complains from its users. But The Google team is ready to hear them from users and answer any questions.
Manas Kumar – the blogger and experienced Internet marketer from 1SEOIN (one of the most noted SEO company in India) – published the list of common SEO mistakes which he thinks should be avoided.
First mistake on the list is not including relevant and useful content, which can help the website to be SEO-friendly and rise in the search engine rankings. While irrelevant keywords may result in spam
Overlooking the social media is listed second among the common mistakes. It is stated that nowadays social media can play a very important role in search engine optimization. So it is really important to adopt right blend of social media and SEO strategies in order to reach higher results.
Another mistake according to Manas Kumar is avoiding mobile optimization. It is clear that people spend more and more time using their mobile devices and apps, so it is principal to optimize websites for mobile phones as well, using special and unique options of devices and making the best of them.
Imbalance in using keywords can trouble website’s rank. Besides – Google can impose penalty on sites stuffed with keywords! So it is important to use rich and useful content with the right keywords to reach high ranks in search engine.
Manas Kumar also suggests to use flash and images carefully, because too much media can hamper the site’s rank in search engine.
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Google started to send e-mails to some business owners which are required to reverify their listings. The emails stated that business owners have three weeks to do that otherwise their listings will be removed from Google Maps and Google Local. Every email contained the subject “Action Required: You have 3 weeks to save your Google Places Listing.” And the body of the email contains following text: “Due to changes in Google Maps, we’d like to inform you that unless you review and confirm the information in your Google Places account, we will no longer be able to keep and show it to Google users after February 21, 2014”.
Jade Wang declared in a Help Thread that those emails should be taken seriously. In order to keep their information in listing “LISTING GOES HERE” the users are proposed to follow some steps: they are supposed to log in their Google Places account, review and update their information and click the “Submit” button.
It is not clear how many businesses have received that kind of notifications.
Jade Wang also stated that those who are worried that this email will be sent into Spam might do the following: log into Places for Business, check business information, update it if it’s necessary and then click “Submit” button. Those actions have to be done before February 21, 2014 and then all the information will stay on Google Maps. Otherwise the users will need to add all their business information and do all verifications using Google Places all over again.
Executive Director of Rusty Brick that is an Internet-promotion service and authoritative online marketer Barry Schwartz has published an addendum to his comment on the threat directed against Google spam-team that was posted by one «angry SEO-master» on the forum of GoogleWebmasterHelp.
Now the author examines a post of a webmaster on the same forum, in which the frightened developer claims that he received a call from Google demanding money and threatening to block the account in case of refusal.
Barry asks the forum participants to tell about such cases of outright extortion and recommends all people, who will encounter with something like that, to minutely question «the voice» about a source and details of the requirements.
Well-known SEO Manager Scott McLay has made some update to his article of 2010 «LinkBuilding 101 – TheAlmostCompleteLinkGuide», devoted to the development of link creating integral strategy. Since then author’s view has not changed a lot, but Google Penguin appearance made him to additionally emphasize some aspects of his theory.
SEO-expert’s main message has not changed – 80% of positive (or negative) factors for SEO-ranking come from external sources, including not only links, but communities and quotes.
The author emphasizes that Penguin only formalized high requirements to the quality of content, which is a basic building material for links and successful SEO-optimization.
The article is arranged in such a way that it isn’t necessary to read 2-year-old material. All the main points of the author’s conception are introduced over again, but some of them are refined a little and detailed with regard for new realities.
Nathan Safran, Director of Conductor that is a company-developer of SEO-technologies, believes that in SEO industry one year is equal to seven. Therefore, he considers necessary to sum up the results in this field as often as possible, at least each year.
In his article 5 Graphics that Recap the Most Importan tGoogle SERPC hangesin 2012, he offers to examine 5 graphic collages, which clearly show the main modifications of Google SERP in the past year.
The author believes that «one picture is worth a thousand words». In humorous and visualized form he shows the «before» and «after» of each stage of changes. At the end of the publication m-r Safran combines in one picture all changes of Google SERP, making visual both progress of events and their analysis.
In addition to technological aspects analysis, the author studied users’ sentiments of the Google SERP reform, having read many personal «tweets» and comments to articles.
There is an opinion, that «SEO departments should be renamed content marketing departments». And it makes to think about how much content-marketing influence marketers and how SEO field can change itself?
Thinking about this Econsultancy company carried a survey of 1300 agencies, brands and publishers. According to 90% of respondents, «in the next 12 months content-marketing will be more important» and 44% of them agreed on that «content-marketing is more effective than advertising in sales generating».
Thus, is it really time to change the name? It is hardly so.
Content marketing requires skills, which SEO-experts do not possess as a rule. For example, ideas generation or market analysis calling for research skills.
Content marketing cannot replace SEO and would not become its «last version». But to a large extent it will help SEO to overcome obstacle course in the form of Panda, Penguin and other Google creations. Under the stipulation that except of SEO a company will be able to understand the consumers and to create excellent content for them.
Is it necessary to rename SEO departments content marketing departments? – No.
But is it necessary to create content that serves purposes of SEO, PR, social and other important areas of activity at the same time? Definitely, yes.
Some believe that “SEO departments should be renamed content marketing departments”. It makes us think over the influence of content marketing on market specialists and the changes in SEO sphere.
Having considered it, Econsultancy Company questioned 1300 agencies, brands and publishers. Some 90% of respondents believed that “the next 12 months content marketing will be of high importance”, and 44% agreed that “content marketing is more effective rather than advertisement in generating sells”.
So, should we rename it? Hardly.
Content marketing requires the skills, which SEO specialists, as a rule, don’t have. Ideas generation, for example, or market studies, why one should have the ability to make these studies.
Content marketing can’t substitute SEO and be its “final version”. But it’ll help considerably SEO leap over the obstacles in the form of Panda, Penguin and other Google’s creations. If the company, except SEO, will manage to understand the customers and create for them great content.
Should SEO departments be renamed content marketing departments, after all? – No.
Should the content, serving the goals of SEO, PR, social networks and other significant business activities, be created? – Definitely, yes.