by Karl Hudson | Apr 17, 2014 | Advanced SEO Techniques, Business advice, SEO
The debate between absolute links and relative links continues to live on in the SEO world. The individual significance of each has been contested, but it is widely regarded that absolute links provide better SEO value on the whole than relative links.
Many believe that absolute links have less potential for getting messed up when search engines index your page. It shouldn’t really make a difference, but many conclude that this is reason enough.
Furthermore, content scrapers and RSS services may ‘repurpose’ your content legitimately (or not). In either case, shouldn’t a proper back-link be attributed to your site? This situation favours absolute links. Although this is a minor argument, it’s still worth considering.
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by Karl Hudson | Apr 17, 2014 | Advanced SEO Techniques, Brand development, SEO
SEO is not an exact science. This becomes apparent when trying to incorporate both SEO and branding into a strategy. This process is finicky to say the least. On the one side, SEO deals with the placement of keywords and phrases. On the other side, branding deals with company loyalty and culture. Incorporating both sides dilutes the prominence of both. But eliminating one or the other may not meet all strategic and marketing goals.
Once again, it should be emphasized that SEO is a series of guidelines rather than an exact science. Having said that, the following recommendation can be used to satisfy both sides of the equation. In general, keywords and phrases (i.e. SEO) should remain the focus of any early-stage company, while the incorporation of company branding should appear later in the evolution. This is simply a general statement and should not be taken word for word.
The reasoning is pretty straightforward. At first, no-one knows the name of your company, but perhaps they are searching for your products or services. In other words, you want to target keywords and phrases that focus around your offering rather than your company. As you build loyalty and credibility, branding becomes more important. It’s at this point that you may want to incorporate corporate messaging to strengthen the relationship with customers and instill trust in your brand.
One final thought about branding: if a searcher types in the name of your company, they are likely to find your website anyways. This is due mostly to anchor text and back-links. Therefore, optimizing for the company name is rather insignificant in most cases.
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by Karl Hudson | Apr 17, 2014 | Advanced SEO Techniques, SEO
When assessing page structure and layout, there is a subtle, yet strategic way to use images in an SEO-friendly manner (beyond ALT tags) that improves your search rank while allowing you to integrate the necessary marketing message(s). Confused? Let’s look at an example:
Suppose you operate a travel site and you want to optimize a given page for the term “Las Vegas hotel”. Suppose that you also want to include an enticing marketing message such as “Book now and save 20%!”. The aforementioned tagline lacks descriptive text, but possesses persuasive characteristics. That being said, you may want to place the tagline in an image and the key phrase (i.e. Las Vegas hotel) in a header tag. This places emphasis on the desired term, yet still provides a marketing opportunity without compromising keyword consistency.
In other words, images are a great place to insert marketing messages that lack the necessary keywords and phrases. Leveraging this technique will ensure that descriptive text is indexed, while less marketing jargon is overlooked. The combination of keyword-rich content and enticing messaging will satisfy both sides of the strategic equation.
by Karl Hudson | Apr 17, 2014 | Advanced SEO Techniques, Business advice, SEO
For a long time, reciprocal links have remained at the forefront of most inbound linking strategies. This is going to have to change. Google now discounts all reciprocal links. The algorithm has been altered to identify the exchange of links by two parties for the purpose of increasing their number of inbound links.
The concept of reciprocal linking defies Google’s original intention with the algorithm. Quality content should attract links. The exchange of links is nothing more than a mutual agreement to unjustifiably promote others’ content with the end goal of promoting your own. Google doesn’t particularly like this (see Link Schemes).
Some even claim that Google is now able to identify three-way linking schemes (i.e. website A links to website B, who links to website C, who links back to A). Whether this is true or not is hard to say. One thing is for certain though: inbound linking strategies should NOT be centered around reciprocal linking. This manufactured form of link creation is not well-received and is ultimately a waste of time. Instead, focus on creating unique, high-quality content in a given niche. The links will ensue.
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by Karl Hudson | Mar 27, 2014 | Search Engine Optimisation
Are you still at the crossroads about whether to hire an SEO agency or not? Many business and website owners can relate to this dilemma though, so you should not be all that scared about figuring out the pros and cons of paying companies that provide search engine optimisation services.
Pros
There are many advantages that you can get from relying on outside resources to promote your business online. Knowing the following advantages would likely convince you now to hire SEO specialists:
- Cut down on your workload. As if it isn’t enough that you have to take care of your business and make sure that you’re still making money, you also have to think about how to keep the public aware of your products and services. You can focus more on managing your business if you hire experts who know what the latest SEO techniques are. You will also have the assurance that all the services will be provided by skilled and devoted staff from analysts and copywriters to editors and marketing professionals. All these people work as a team with the ultimate goal of optimising your website and increasing its ranking in the search engine results page. You can also hire consultants if you want to develop in-house services.
- Expect professional help. Given the fact that you will get your services from an established online marketing company, you can expect that only professionals will handle your project. These experts would determine what your website needs after careful analysis, then come up with methods to increase your ranking in the SERP without the risk of doing something unethical. Good SEO service providers only pursue white hat techniques, such as organic link building, blogging, and other methods that require providing the web users with fresh, useful, and relevant content. The staff will provide all the help that you need to ensure a sustainable success for your website.
- Save time and money. If you hire a professional Internet marketing firm, you won’t need to train your own staff, which would have cost you a lot of time and money on your part. The good news is that the competition between the different firms has led to the availability of services with very competitive prices.
- Conduct a fairly easy brand awareness campaign. As what was mentioned before, the ultimate goal of SEO efforts is to increase the visibility of your website in the search engine results page. This can be achieved through guest blogging, link building, directory submission, article marketing, meta tag development, keyword analysis, keyword selection, website analysis, and similar techniques. All these methods would aim to increase your conversion rates. Your website visitors will turn into customers who actually buy from you.
Cons
The biggest drawback in hiring SEO agencies is that you won’t be in full control of your online business. Remember that you will be handing the reins to the promotion of your business to outsiders, who are also likely to promote themselves as experts. That’s why it is even more important to screen all the companies that are offering their services to you.
The worst thing about entrusting your online promotions to outsiders is the feeling of being kept in the dark. It can be quite frustrating if you don’t know what is going on with your business or how it is perceived by the market. You will also have to pay them for whatever it is that they are doing, especially if you hired a company that does not provide results-oriented services. Regardless of the results, you are required to pay them for their services. However, you can avoid this by hiring a company that fosters transparency in providing their services. They will consult with you, tell you what they are about to do, what the expected results are, and what actually happened after the plans were implemented.
In the name of transparency, the team will try to explain to you their process of promoting your business online. You have to at least learn the basics about SEO. It would be even better if the service provider will let you give some input and update you about what they are doing with every major step in the process. You will still feel a bit in control over your website instead of being alienated from the project.
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