So...what's new with SEO? (part 3) - Marketecture

Posted by | December 24, 2012 | B2B marketing, Digital, Social Media
So...what's new with SEO (PART 3)

This is part 3 (of 3) of a quick overview of what’s new in the SEO arena, along with links to full articles so you can find out more for yourself.

Google AdWords improvements

Ever wondered exactly what keywords in a searcher’s query resulted in your ad being triggered? Google has added a feature in AdWords to give us that information – it will allow us to adjust our keywords and bids accordingly. Google has also made other interface changes — including account diagnostics and new impression share reporting. Here is the link to Google AdWords announcement. In late 2012, AdWords impression share (IS) reporting will get some improvements to give us better insights, including new columns and hour of day segmentation. See Search Engine Land’s article for more information.

The changing landscape of SEO

SEO techniques and best practice are being altered at an accelerated rate. With all the various Google updates and pace of social media, being up to speed on successful SEO procedure is becoming quite a challenge. To be in the top rankings, websites need to adjust. In a recent discussion on websites, five outdated procedures were discussed in the promotion of important content, and previous best practices were considered redundant.

These included:

  • Forcing the maximum amount of keywords in a minimum space
  • Creating unnecessary and outmoded content for supporting target keywords,
  • Buying links
  • Sustaining used links
  • Article spinning.

We must consider, understand and optimise the following factors in order to keep up with the SEO changes:

  • Good content
  • Factor to concentrate on
  • Engagement
  • Landscape analysis

For more information on these factors see Geekless Tech’s blog.


Tips on A/B testing

A/B testing or split testing compares the effectiveness of two versions of a web page, marketing email, or the like, in order to discover which has better response rate or better sales conversion rate. A/B testing is hitting the mainstream because it is so effective. And with so many tools available it has become very easy and very inexpensive to run. But talk to most marketers and they only have a basic understanding of the art of A/B testing.

  1. Test your software – run an A/A test and test the control against the control.
  2. Minimise friction – make sure forms are simple to fill out, minimise the process steps and test page length.
  3. Clarity on persuasion – copy must be clear. Make sure users know where they are and what they can do along with giving them a reason as to why they should do it.
  4. Interview for insights – find out what customers do on your site.
  5. Learn from pricing takeaways – test different pricing with A/B testing.
  6. Test social features – where you put them on the page and which ones.
  7. Lower your AdWords position – test in different places and calculate the ROI for each.
  8. Test the message – test ads with different copy.
  9. Design with on page and one goal – just focus on one goal per page, not multiple goals.
  10. Always be testing!

Check out Search Engine Watch’s article for more information.


Bridging the gap between SEO and PR

It’s been on everybody’s lips lately, SEO and PR are converging. So what led to the fact that those two industries are finally merging? What is it that SEOs and PRs have in common? Clarissa Sajbl’s blog post, gives an understanding of the two industries’ similarities as well as the need for both to adapt to current industry changes triggered by Google’s latest algorithmic changes –Authorship.


SEO in layman’s terms

And if the past three SEO presentations have gone straight over your head – make sure you at least take in some of the following SEO terms from Keepoint.

The basics for your website:

  • Metadata: Formed with your pages meta tags and other data used to describe your page’s content.
  • Meta tags: An HTML tag which gives information about your page. It does not affect the way your page looks but lets the search engine know the keywords and what the page is about.
  • Image Alt Tags Optimisation: Text used by search engines to “read” your image.
  • H1, H2, H3…: HTML heading tags – H1 is the most important, H2 the second, etc….
  • Anchor Tag: HTML code which creates a link to a section on a page or to another page.
  • Sitemap: A way of telling search engines about pages they might not discover. It may also include URL of pages they may miss and metadata about specific content on your site such as videos, images…


The SEO basics:

  • Off-page Optimisation: Factors which have an effect on your ranking but which are not controlled by you.
  • On-page Optimisation: Factors which you control such as HTML code, meta tags and keywords.
  • Link building: Exchanging web links with other websites. This will increase your site’s “back links”
  • Back Links: Web links placed on internet pages which will link to pages on your website.
  • SERP: Search Engine Result Page – the pages which come up when you search for something on the internet.
  • Bounce Rate: Refers to the % of visitors who enter your site then leave without looking at other pages on your site. A bounce rate of 50% is average, anything above 60% should concern you.
  • Invisible text: Putting a list of keyword in white text on a white background.


Techniques used to create backlinks:

  • Directory Submission: Submitting your website details to a number of online directories that are popular with net users. It helps your website gain visibility and also creates valuable back links.
  • SBM (for web 2.0): Social bookmarking of content which has been posted in Web 2.0 sites.
  • Article submission: Written articles about chosen keywords relating to your web site. They are submitted to article directories for approval. They will include a link to your page which will increase your back links.
  • Forum links: Posts in forums which will contain a link to your pages either in your comment or in your signature.
  • Squidoo Lens – Hub Creation: Community sites which allows you to create pages which relate to your website / keywords. They will include back links to your site and are often shared on social bookmarking sites.


Read part 1 and part 2.


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