Daily Archives: October 15, 2021

CPG Marketing: Trends, Challenges & Top Brand Strategies

By | October 15, 2021


CPG marketing (consumer packaged goods marketing) used to be comparatively simple. Tell people that 4 out of 5 doctors recommended a product and that was good enough for them.

But, consumers no longer care what four random doctors think about a product. Instead, they listen to their friends, read social media comments, or take inspiration from their favorite influencers. Or, they may check the recommendations from their preferred product review website.

A CPG marketing strategy that fuels organic growth demands that your marketing activities are aligned with consumer behavior. Do this across multiple channels, and you’ll produce a strong, sustainable marketing engine.

Read on to learn about the current state of the CPG industry, trends, challenges for brands, and how to create an effective CPG marketing strategy.

Defining the current state of the CPG market

Consumer Packaged Goods (CPG)

Definition

The consumer packaged goods (CPG) market includes everything consumers use on a daily basis that need to be replaced regularly. Examples include cosmetics, food, clothing, and household products.

Competition is fierce in the CPG market. In the United States, CPG sales are expected to hit $1.56 trillion, with the major players being enterprises such as Unilever, Kimberly-Clark, Procter & Gamble, Pepsico, Coca-Cola, and Mondelez International. Each of these in turn boasts a portfolio of well-known CPG brands.

In addition to established brands, DTC startups have entered the CPG market, hoping to lure customers away from legacy brands. These disruptors cut out the middleman and sell their products with reduced pricing while building direct relationships. Birchbox, Glossier, and Grove Collaborative are prime examples of DTC companies that have captured a share of the CPG market.

And while revenue is up, costs are also rising. Commonly used food ingredients like butter, sugar, and grains are 15% higher in 2021, for example. Packaging materials are also rising in cost. As costs increase in the CPG space, expect competition to intensify. Less profitable brands will struggle to survive while more profitable brands seize more market share.

Marketing teams battle for consumer demand

woman buying consumer packaged goods (CPG) in a store

Consumer packaged goods marketing is caught in a perfect storm that makes it incredibly challenging to reach shoppers.

Ecommerce sales are booming, consumer attention is scattered, and digital advertising costs are ballooning. On top of that, real-time demographic insights from big data marketing platforms amplify competition and make it harder for CPG marketers to cut through the noise. And, to put it mildly, there is a lot of noise.

It’s estimated that consumers see somewhere between 6,000 – 10,000 ads per day.

10,000

Consumers see as many as 10,000 ads per day

PPC Protect

In the past, companies could focus the majority of their CPG marketing efforts on one or two primary channels. However, attention is now fragmented between social media, YouTube, TV, podcasts, streaming services, and other online and offline media.

Addressing weaker brand loyalty

The proliferation of choices presented to consumers has made it more difficult for companies to build customer loyalty. According to InMoment, 50% of customers will leave a brand that they were formerly loyal to for a company that better meets their needs. Additionally, 55% of customers trust companies less than they used to. 

To top it all off, McKinsey notes that the COVID-19 pandemic made customers even more open to trying new brands if they offered more convenience or value.

Addressing weaker brand loyalty is absolutely necessary if companies want to stay competitive in the CPG space. With so many options, switching costs are low for consumers. The reality is that, in many cases, there aren’t significant differences between similar products produced by competing companies. A Nature Valley granola bar tastes pretty much the same as a Quaker granola bar.

To strengthen brand loyalty and differentiate from the competition, brands need a strong CPG digital marketing plan.

The importance of consumer insights in CPG marketing

coke bottle as an example of a consumer packaged good (CPG)

In a digital world, it’s not enough to guess what consumers want. You shouldn’t be rolling out new products or marketing campaigns based on guesses and speculation. Coca-Cola learned that the hard way when they rolled out “New Coke“, much to the outrage of Coke fans.

Instead of guessing, brands must use hard data to understand how their customers actually behave. Data takes the guesswork out of marketing. It allows brands to market their products in ways that connect with their customers. For example, brands can extract consumer insights through:

  • SEO tools like Ahrefs and Semrush help brands see exactly what their customers are searching for online. 
  • Content monitoring tools such as Buzzsumo reveal the most popular and shared content online. 
  • Social media monitoring tools like HootSuite and Mention help you uncover what your audience is talking about online (and what they are saying about your brand, too). 
  • Audience intelligence tools such as SparkToro reveal the most popular websites, YouTube channels, and podcasts for a given topic (or for those who visit a certain website).
  • Behavioral intelligence tools such as Decibel, FullStory, and Contentsquare shine a light on your site visitors’ experience while on your website.

Your CPG brand can take those learnings and create content that aligns with those interests. Analytics tools can then be used to see how that content performs with customers, providing further insights into what consumers really want.

Consumers embrace digital

Historically, brick and mortar stores drove the most revenue in the CPG market. However, this trend has shifted in recent years. Now, a greater percentage of consumers purchase CPG products online, both from DTC companies as well as larger companies that expanded their online offerings, like Amazon Pantry.

The pandemic only accelerated this trend, with many people preferring to order from the safety of their homes. McKinsey notes that 75% of consumers in the United States tried a new store, brand, or different way of shopping due to the pandemic.

This shift in consumer behavior has forced legacy brands to pivot their marketing strategies and has opened the door for less established brands to make inroads to an otherwise crowded market. Savvy digital marketing is now absolutely critical.

The power of digital for CPG marketing

Rihanna’s Fenty Beauty brand offers an eye-popping example of digital excellence in CPG marketing. The company launched merely four years ago and already generates more than $550 million in annual sales. The brand achieved 132 million views on its YouTube channel in its first month alone. The website also plays a major role in the business. It ranks for more than 119K keywords in Google and attracts approximately 1.9 million in monthly traffic.

And CPG brands risk losing market share to digital-centric entities if they fail to focus on digital brand building.

For example, the website Byrdie crushed the traditional players in the beauty industry when it comes to Google organic search. How? The brand consistently publishes high-quality, optimized, long-form content.

In a Terakeet study of 3,168 non-branded beauty industry keywords that account for 9,393,580 monthly Google searches, Byrdie had more Google market share than any brand or retailer selling beauty products. The publisher surged to 1st overall in Google organic market share in the makeup market, for example, by growing its share by 5.7X from February 2019 to February 2021.

Achieving digital excellence

Simply put, digital is quickly becoming the new normal and CPG brands need to fully embrace the shift in consumer behavior.

The shift forces CPG brands to pursue digital excellence across the board. Buyers expect a cohesive, seamless omnichannel experience when interacting with brands, whether that’s on social media, through email, on a website, in an app, through a chat bot, etc.

Brands who fail to provide an outstanding digital customer experience will lose market share, especially with Millennials and Gen Z, who tend to be tech savvy and much more comfortable buying online than older generations.

In other words, brands must fully invest in digital transformation or they risk becoming obsolete.



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Why Structured Data Should Inform Your Content Strategy

By | October 15, 2021


Write stronger, more robust content for your website by using structured data to inform your content strategy. Structured data is a type of code you can implement on your website to make it easier for search engines to understand and contextualize your content as they crawl your webpages. Knowing which schema.org types and properties are available can inform what you write about on your webpages and in your blog postings.

Let’s say you’re writing about a service for a specific medical condition. There are several properties available to describe schema.org’s MedicalCondition type, like associated anatomy, risk factor, sign or symptom, or possible treatment. If a type or property exists, it’s because it’s important enough to include in the vocabulary. 

For example, in the real estate industry, if you’re talking about apartments, there are some very basic pieces of information that you can call out in your Apartment structured data, such as number of bedrooms, number of bathrooms, whether pets are allowed, and floor size. Other properties that you may consider adding to the listing are the floor level, year built, lease length, and a tour booking page. 

When building your structured data strategy, you should begin by analyzing your overall business goals and what content you want enhanced in search. Start with marking up your homepage with the required schema.org types and properties, and then expand out to other important pages on your site. Learn more about where to start in our article on developing a schema markup strategy for a website.

Enhance your Content with Structured Data

You should only markup content that is visible on your site, which is why your content strategy should correlate with your structured data strategy. In order to fully leverage the power of structured data, you should also familiarize yourself with the content requirements for Google’s rich result features. Pairing the rich result requirements with more general schema.org properties ensures your content is both robust in terms of information, and stands out in search with enhanced Google features on the search engines results pages. 

Start with your content and structured data strategy, but don’t stop at implementation. Maintenance and reporting of your structured data is equally important. Google Search Console can help you meet Google’s criteria by showing you where errors and warnings need to be resolved in your structured data. This ensures your content remains eligible for rich results.

For example, when you mark up a product for your e-commerce site with the required schema.org types and properties (like aggregateRating, price, availability, etc.), your product is eligible to show that information in search results. This opens up opportunities for your brand to engage with customers at different stages of the buyer journey in search, before they even enter your website.

Strengthen your Content by Defining Entities

As you develop your content, consider the entities you want to define. For SEOs, entities are single, well-defined things or concepts. You can define objects in your content as distinct entities with their own properties and relationships to other entities using specific identifiers (@ids aka URIs). Once defined, these entities can be linked to a search engine’s knowledge graph through schema markup. Knowledge graphs represent the linking of information and data across the Web. By building strong connections between your well-defined entities, you are helping Google understand the relevance of your website, your content, and your brand itself.

Entities form the foundation for your structured data, and they work together to contextualize your content. Think about entities as topics, and how other entities relate to your primary entity – your organization or brand itself. How are you referencing your entities in relation to each other within your content? By establishing strong relationships between entities defined on your webpages, you are explicitly defining your content for search engines, and not just relying on natural language processing to interpret your intent.

To learn more about entities and how they fit into your SEO strategy, check out our article Entity-Based Search for Advanced SEO.

Improve Your E-A-T with Structured Data

E-A-T stands for expertise, authoritativeness, and trustworthiness. This concept is a key ranking factor for Google, so anyone who is looking to improve their search rankings should consider improving their E-A-T. Just as structured data and well-defined entities can inform your content strategy, so can the practice of E-A-T improvement.

Improve your E-A-T by adding content to your site that supports it. Then, mark that content up with structured data. Let’s dig into each part of E-A-T.

Expertise refers to the knowledge or skill in a particular field. Google is looking for content created by recognized subject matter experts. This means your brand’s expertise is largely evaluated at the content level. 

For example, you can call out the author or publisher of an Article or BlogPosting by linking those properties to an instance of Organization or Person.

Like the Article type, WebPage can use the author and publisher properties, however web pages have the added benefit of the reviewedBy property which can also link to an Organization or a Person.

Authoritativeness is all about reputation, especially among other experts and influencers on that subject matter. One way to support your authority is having backlinks to your brand’s reputation and information on independent websites.

Last but not least, trustworthiness is about transparency and legitimacy. Readers should be able to trust that your website content is credible. One rule of thumb is to ensure that the author for that content is explicitly mentioned.

Examples  of properties related to E-A-T:

All of these are properties that relate to People or Organizations! Make sure the markup for your Authors, Reviewers and Publishers are robust and link to any additional sites/social media using the sameAs property.

Structured Data Strategy Correlates with your Content Strategy

Whether you work in healthcare, ecommerce, real estate, or really any industry, considering structured data when organizing and building out your website will help you develop stronger and more robust content. Helping search engines understand the entities defined on your webpages will strengthen your SEO performance through improved E-A-T and enhanced Google features like rich results.

Frequently Asked Questions

What are the benefits of structured data?

Structured data drives results, and what’s so valuable is that these results are measurable and actionable. By considering opportunities for rich results as you develop your content strategy, your website will become a pivotal tool for helping your brand stand out from the competition in search results. There are many benefits of structured data beyond rich results—we put together our top ten here.

How does Schema App work?

Schema App combines advanced SaaS technology with high-touch to managed service to ensure that your organization maximizes results from structured data. We work with you to develop a customized schema strategy aligned with your business goals to showcase your unique value in search. What’s stopping you from unleashing the power of structured data?

We help you go beyond the fundamentals of search engine optimization, leveraging structured data to showcase your unique value in search. In a rapidly changing SEO environment, we introduce agility to your digital team, saving you time and resources for managing other aspects of your business portfolio. We deliver to your online business goals using our structured data expertise and advanced technology.

Start reaching your online business goals with structured data.

 

As the digital marketing manager for Schema App, Elise Marion digs into the details of SEO, content marketing, and authorship for the Schema App website. She has a Bachelor of Arts in English and Classics from McMaster University, a Masters of Arts in Comparative Literature from Dublin City University, and a post-grad certificate from Conestoga College in Integrated Marketing Communications. In her spare time, you can find Elise enjoying a good book, planning her next trip, or taking long walks with her Labrador Retriever Jude.



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How to Grow a Startup Business With SEO

By | October 15, 2021


Start-up businesses are becoming a huge trend nowadays. In the post-COVID era, more and more entrepreneurs are leaving their jobs to start a business on their own. However, the start-up process can be challenging if you don’t pick the right digital channels.

This is when SEO comes into play.

If you’re trying to grow a business, you’ve probably already heard about search engine optimization (SEO). You may be wondering if it’s worth a try. The simple answer to this question is “yes”. If you want to grow your business online, SEO should be a central component of your overall marketing strategy. Here’s why:

1. SEO increases your Digital Marketing ROI

Digital marketing is all about return on investment (ROI). When planning your marketing strategy, you should be thinking about techniques that will deliver the highest profit for your business. When it comes to ROI, you need to consider whether you’re getting more out of it (in a financial sense), than you’re putting in.

This is extremely important for start-ups, as they face big initial investments that must be capitalized on in the medium term.

ROI can be difficult to quantify, as SEO is a long-term strategy. However, the research is clear: search engine optimization is an effective way to increase your ROI. One reason for this is that people who find your business using search engines are actively looking for the information, products, or services you provide on your website.

There are roughly 3.8 million Google searches per minute, with 49% of people using Google to find new products to purchase. There’s the potential for a lot of traffic to your website if you rank for relevant and popular search terms in your niche.

2. It’s a great decision-making tool

The same data that helps a business understand customer behavior can be used for other critical startup actions. The information can be applied to an overall strategy that can be used to shape the decisions a founder makes, leading to successful launch and growth stages.

Once you figure out the consumer, you can decide how to convert them.

For example, if one keyword is doing really well, then you can create a keyword cluster out of terms that aren’t searched as much. This will help you enhance the power of the poor keywords while ranking consistently.

3. SEO helps you outrank your toughest competitors

When starting a brand new business, you face a big challenge when trying to outrank your closest competitors. However, with SEO, you can get a clear path on what actions should be taken to “steal” some of that traffic distribution in the short term.

Although many people consider SEO as part of their wider marketing strategy, few organizations give it the attention it deserves. Therefore, most businesses don’t receive the full benefit of an effective SEO strategy.

What if your competitors don’t rank in one of the top spots or feature on the first page for your niche’s popular keywords? Investing in SEO can help you accelerate your business’ growth and rank higher than those competitors. Even if your competitors do rank well, it’s possible to compete with them by creating a more effective and consistent strategy.

4. Brings you better quality clients

As mentioned earlier, people who find your website on search engines are actively looking for your content. This means that they tend to be more engaged and ready to convert as opposed to leads you have gained from elsewhere.

For example, when you target social media users, you’re interrupting another activity, which means you’re competing for their attention. Not only does this result in fewer visits to your website, but it also means they’re less likely to convert when they get there.

If your Social Media conversions are dropping check out this article.

5. SEO improves your brand awareness

One of the most common digital marketing myths is that building a large social media presence is the best way to build brand awareness. While social media can be a great way to get your brand seen, SEO is arguably a more effective way to improve brand awareness.

This relates back to our previous point. When people are searching for terms relevant to your industry and your business consistently appears in the search results, you’re building awareness in a way that bolsters your credibility. The importance of SEO for small businesses is also huge. According to stats shared by Go Gulf, 46% of all Google searches have local intent, and about 72% of consumers who look up businesses online end up visiting those they find within a five-mile radius.

A good search engine ranking is a mark of trust. When people see you featured consistently on the top websites, they quickly become aware of your organization as a brand they can trust.

As you develop your startup business plan, consider ways in which your product and your business activities can generate press by capturing the interest of relevant influencers. This includes content you might create, as well as publicity stunts and actions you might take that count as newsworthy.

It is also a good idea to leverage your business expertise (and any related expertise at your disposal), to become a trusted source for a journalist or reporter.

6. SEO promotes your company, without the need for ads

When you begin to see results from SEO, you see them all day, every day. Unlike advertisements, which only deliver results while they’re running (and costing you money); you get the results from SEO indefinitely. Once ranking, a piece of content will continue to deliver results to your business, without you doing anything. We think this is one of the most important aspects of SEO — one that sets it apart from many other digital marketing channels.

What do you think? Did you know about all these SEO perks? Leave us some feedback in the comments section!

Post By Pablo Lopez (1 Posts)

Pablo is the Head of Search at topflight Agency, an SEO-specialized digital marketing agency based in York (England). He’s been working in digital marketing for 7 years and has extensive knowledge of all things SEO.

Website: →





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The Ultimate Guide to Keyword Research: Leveraging the Right Data and Insights to Drive Growth

By | October 15, 2021


Ask any SEO of any skill level and they will tell you that keyword research is one of the most foundational aspects of search engine optimization.





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8 Ways to Increase Blog Engagement

By | October 15, 2021


8 Ways to Increase Blog Engagement_cover photo

There are a lot of factors you have to consider when you want your blog to be successful. It’s not just about writing good quality articles. One of which would be user engagement for your posts. So if you have a blog, but feel that your visitor’s engagement with your blog is minimal at best, then this post is for you. In this post, we’re going to look at the 8 ways you can increase blog engagement for more comments, social shares, and links.

Avoid Intrusive and Distracting Ads

Do you have ads on your blog? Do you have email opt-in popups? If you have something that is getting in the way of your visitors finding and consuming your content, then you have to ask yourself if blog engagement is truly your goal. If it is, you need to remove them or restructure them to not interfere with your content.

This site, for example, has about eight ad blocks in this small section of the screen, all of which have to reload when you move to the next slide.

ad-littered-page

If your blog looks a lot like this, not only are you obscuring your content, you are also killing your page load time due to the number of ad servers that the site needs to connect with. This means more visitors are abandoning your page than engaging with your content.

The SEO Hacker Blog also has ads in place for our partners but we don’t make them intrusive or distracting. We make sure that the ads can still be seen in the page but will not, in any way, interfere with how our content is viewed – our content stays as the focus of the page.

SEO Hacker Blog Ads

Write about your Target Audience’s Main Interests

You have to remember that your blog isn’t just about you. It’s about your audience. Whether they are your readers or your customers, you want to create content that is catered to your target audience’s interests. If you don’t know what those interests are, find out using simple survey tools like Qeryz.

ask-your-audience

You can ask them about specific categories, as shown on the blog above, or ask what topics readers would like you to cover next. This tactic will help you increase engagement because readers will be excited that you are in tune with their interests.

Include Unique Content

Let’s say that you want to write about a topic that has been written about many times before, like creating Facebook pages. Your goal is to look at the top posts on creating a Facebook page to see what is missing. There has to be something that you know or you can share that others have not.

facebook-page-allowable-detailsMaybe you notice, for example, that no one has included a screenshot (as shown above) of the helpful charts Facebook provides to help you choose which page category to choose or what administrator role to give to your employees. Or maybe you notice that no one tells people that they can have local business pages without turning on reviews.

Once you’ve figured out some unique tidbits, include it in your post. This tactic will ensure that you get comments, social shares, and links because people will be impressed that you were able to shed new light onto a topic.

Include Visuals – Images, Graphs, etc.

If you are writing about something that you can include specific visuals for, such as screenshots or images, include them. Anyone can write a post on Google Analytics and say that there is a great feature that allows you to compare your traffic to the previous period, but the person that shows a beginner where that option is (as shown below) will provide the most useful content.

Google Analytics **** Comparison

This tactic will ensure that you get comments, social shares, and links because people will be exited about content that is extremely helpful.

Use Data from Reputable Sources

People are not going to want to share content that they don’t trust. So you don’t want to sound like you are just making things up. Put some data behind your claims. For example, don’t just say that WordPress is the most used CMS. Back it up with a little data from BuiltWith.

BuiltWith Top CMS Rankings

This tactic will give your readers confidence that your advice is sound, making them more likely to share it on social media and link to it. For additional links, find some new data to share through your own research and become the site that everyone links to when quoting sources in their own posts which would help with your site’s link profile.

Choose a Great Content System

Take a look at the top blogs in your niche, especially the ones that get a lot of comments. What you want to look for is the comment system they use. If you notice that most blogs in your niche are using Disqus, Facebook, or a similar system, you may want to consider that comment system for your blog.

Why? Because it is what your audience is used to. If you have a strong community like Moz does, you can get away with a proprietary, login-only comment system. If not, you need to go with what readers are most likely to use.

SEO Hacker Comments System - Disqus

Alternatively, if you see a popular blog in your niche that doesn’t get a lot of comments using a particular system, avoid that one at all costs. The fewer barriers to entry you give your readers to comment, the more likely they are to do so.

As for the SEO Hacker blog, we’ve used Disqus for a long time now and it has served us excellently. So, if you’re unsure on which comment system you should use, Disqus is a good option.

Encourage Engagement

Don’t just hope that people will know what to do after they read a great blog post. Ask for the engagement you want, preferably at the end of each blog post you write.

One great way to encourage engagement is to ask what your readers’ thoughts are or what their experiences are with the topic at hand. Ask them what their burning questions are – which we do on all blog posts we publish.

Encourage engagement in blogs

Ask them to engage. And once they do, be sure to return that engagement. This is the key.

When you start engaging with your audience on a frequent basis, they will be more likely to return to engage on future blog posts. If you have guest authors or freelance writers creating content for you, be sure that they engage with the comments on their post to keep your blog community alive and active. As can be seen in the earlier screenshot, I reply with posts to improve engagement, so you should too.

Promote Your Content

Once you have content that will engage your readers, you need to get your content out there to make sure you get the engagement you seek.

Blog Post Promotion on Twitter
While you may end up with engagement offsite, like in the comments on your Facebook page or replies on your twitter thread, you will most likely get it on your blog since people will need to read the post first before they can engage.

With that said, what you should do is brainstorm some questions you can ask your audience in relation to your post. Each of these questions can be used when you promote your posts on social media networks. For those that promote their content multiple times to social media, each question can be used to create unique status updates.

Using hashtags, as I used in the screenshot, can also help you reach a wider audience as well. So, don’t forget to use hashtags in your social media promotions.

You can also promote your blog posts through email lists as well. We use a tool for this to automatically send an email to all our subscribers to, at the very least, lessen the load of manually sending the blog post as an email. This helps on increasing engagements to your posts since people that subscribe to your email list are already interested in your content. So, one of your priorities would be to grow your email list to have a loyal following.

So not only does promoting your blog posts through your email list help improve engagements with your blog content, but they also help you promote your content in ways that are sure to get you more traffic. It’s a win-win scenario!

Key Takeaway

Improving engagements to your blog content is a definite challenge that all bloggers have to go through. Of course, there are more well-known ones but these are a few additional tips that I hope will also help you increase blog engagement, regardless of whether you are out networking with other bloggers or not.

So now, it’s your turn. How do you increase engagement for your blog posts? Let’s us know in the comments below!



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Top 10 Best Kansas City SEO Companies for 2021 – Unbiased

By | October 15, 2021


Are you searching for the best Kansas City SEO company to help you to improve your Google rankings and increase search traffic?

You’ve arrived at the right place.

We have created an unbiased list of companies- none of whom have paid for their placement on the list. We have included our detailed ranking below.

FREE Download: Only work with the best SEO companies on the planet when you download our free SEO company vetting checklist.

The information provided is based 100% on public data.


1. Kansas City Web Design & SEO

No other online marketing agency deserves the top spot on our list more than Kansas City Web Design & SEO. It’s easy to see why this would be the case when the Kansas City SEO agency creates the most profitable websites.

Kansas City Web Design & SEO founder, Phil Singleton, is educated in finance and business, whose first **** is to help companies generate leads to increase their revenue.

Since its formation, Kansas City Web Design & SEO has helped dozens of US startups and tech companies to bring in over $20 million in venture capital investments.

Kansas City Web Design & SEO is unique from the other hundreds of Kansas City SEO companies. They are part of a handful that delivers consistent, sustainable organic search engine performance at local and national levels.

They are evangelical about their calling to the Internet marketing sector- taking the lead from Singleton’s compulsion to beat the competition while leaving their clients wowed by the results they can achieve in taking their businesses to the next level.


2. KC Web Specialists LLC

The second on the list of our top 10 search engine optimization companies in Kansas City is KC Web Specialists LLC.

Established over eleven years ago, KC Web Specialist, LLC offers its clients web design and search engine optimization services and promises to deliver the best local SEO and Google Pay-Per-Click (PPC) services to local businesses.

Their no-nonsense, honest approach to customer service and transparent sales tactics are what have brought this Kansas City SEO company’s tremendous success and led them to take one of the top spots on our list.

They won’t let a client pay a dime until it is clear why they’re giving up their cash. They even offer a free SEO evaluation, so potential clients can see how their website is currently ranking from an SEO perspective.

They are experts in improving search engine optimization rankings to ensure every client’s website lands the top ranking on a Search Engine Results Page.


3. SEO Services KC

As their name suggests, SEO Services KC is a local Kansas City SEO company that has been helping businesses to rank their websites high on Google since 2013.

All originally from Kansas City, MO, and now located in the City of Overland Park, KS, this team is proud to know all of Kansas City’s paths.

They offer the most affordable rates by striving to keep business overheads at a minimum while promising to deliver the best results for the fairest price as the companies they work with continue to grow along the way.

These SEO experts are results-driven, focusing on search engine optimization that recruits new business clients and more customers. In addition, their SEO campaigns promise to act quickly against the competitors.

SEO Services KC is the leading expert in the latest trends in SEO- keeping websites fresh with a user intent focus while swaying far away from outdated methods such as websites that contain spammy links with excessive keyword stuffing.

They continue to provide one of the best Kansas City SEO services through to 2020.


4. Fox Web Creations

Founded in 2004, Fox Web Creations operates out of Kansas City. They offer online marketing, search engine optimization, local SEO, web design, web development, graphic design, eCommerce solutions, and search engine marketing designed specifically to ensure the success of any size business.

Their mission is to serve their clients with the same level of passion, integrity, and loyalty without the high expense that one would typically find with this level of service.

Their purpose is to work directly with clients to ensure that they can meet their business goals by using the most effective solutions to meet them, even offering a free search engine optimization report to prospective clients.

Fox Web Creations proudly follows through on its commitments by taking the time to listen to and understand client needs and using this level of understanding to create stand-out websites.


5. Tyton Media

Tyton Media is one of Kansas City’s fastest-growing top SEO agencies and consultancies and was founded by Tyler Horvath in 2016.

Since then, they have proudly grown into one of the top eCommerce and SEO companies in Kansas.

Built on the foundation of data-driven decisions, they help clients strategize and execute bespoke online marketing plans to provide businesses with new customers directly from search engines.

Tyton Media provides eCommerce SEO services for smaller and medium-sized businesses while growing their online presence and revenue over time.

Using local SEO strategies, they can rank businesses higher in Google Places and Maps, putting local businesses right on the map.

They also provide daily reports that clients can access 24/7 so they can see their daily rankings grow over time due to Tyton’s careful use of citations and link building services.


6. Unravel SEO

‘We aren’t just different- we want to be the difference’ is the opener for Unravel SEO’s mission statement.

They also specialize in search engine optimization, SEM, and content marketing strategy, among other bespoke Internet marketing services.

Their mission is to put the client’s campaign on the upward curve of progress. Achieving their goals through web development, SEM, or Pay Per Click, they aim to maximize their client’s budgets by creating the broadest reach for their brands.

Passionate about helping and providing proof of what careful search engine optimization can do for a business, they rarely shy away from giving evidence of that.
The team at Unravel Digital Marketing stays updated on the latest trends and development in the ever-evolving search engine optimization world.

They help local and enterprise-level businesses to gain a solid online presence through their comprehensive range of services.

Using a holistic approach to search engine optimization helps pave the way for improvements to their client’s online reputation and overall business branding. For this reason, they actively update their tried and tested SEO services based on the constantly changing world of algorithms and data.


7. Summit Media Solutions

Summit Media Solutions has provided Internet marketing solutions for almost 17 years after starting out by selling print advertising for ‘Yellow Pages Directories’.

Over time, they transitioned over to internet search, mobile digital marketing, websites, and digital management sales online, finding new ways to connect with their customers through Brand Management Services, high-level digital marketing strategy, SEO, the use of social media, blogs, Generating reviews, listings management, Pay Per Click and Mobile search engine marketing- in addition to video and Websites.

Summit Media Solutions aims to build personal relationships with each of its customers, allowing them to tailor custom digital marketing solutions designed to fit the needs of each business.

They are proud to have invested and will continue to invest in the training and development of all staff, ensuring they have up-to-the-second knowledge about the ever-changing products that they provide.

As an elite digital marketing agency, they are aware that a successful search engine optimization program thrives upon adequate support and optimization. Therefore, their search engine optimization and Google Analytics team members work side by side to provide the best results to their customers.

They will regularly review the overall ranking of their clients across major search engines and track user behavior of website visitors, helping to ensure that every keyword remains consistent throughout an SEO campaign and that a business is ultimately growing as a result of this attention.


8. Thrive Agency

When you talk, Thrive Digital Marketing Agency listens. They understand that their clients’ business goals should be first and that every decision made should have those goals in mind.

Valuing honesty, integrity, and sincerity over all else, Thrive remains loyal to realistic deadlines. It’s clear to see that these moral values have been core to their success. Many clients that have used Thrive SEO agency to enhance their search engine optimization have witnessed the growth of over 600% in organic traffic and a 360% increase in online leads.

Their visitor tracking service only quantifies this success to assess the things that are working and those that are not, with access granted to their clients 24/7.


9. Genessee

With over 40 years worth of collective experience, the team at Genessee has seen it all, highly skilled professionals with unattractive and poorly managed websites.

They’ve helped companies focus on quantity over quality when managing their SEO with underperforming paid search campaigns.

By focusing on making things better, they have been able to work directly with companies delivering better SEO, ROI, and search marketing, resulting in greater rankings and, therefore, more clients for the businesses they work alongside.

They work hard to ensure that businesses are in the best possible position to get seen by potential new clients by helping to create the best possible first impression.

They know that constant monitoring and updating are needed to maintain those rankings to be successful in this.

Genesee offers its clients transparency in sharing their SEO results and working toward the effective execution of those recommendations.

The proof of their success is in the numbers, increasing conversions by up to 127%.


10. Social: Managed

Last on our list is Kansas City SEO company, Social: Managed. Before forming Social: Managed, Founder David Alexander was the owner of a website design company that built over 1,000 websites in the Kansas City area. David was also named a Top 25 Website Designer in Kansas City by Ingram Magazine and going on his solo venture into the world of SEO.

Social: Managed’s mission is to help its customers create a seamless marketing experience across all of its digital assets. They will do all of the back-end programmings and the front-end copywriting that helps businesses achieve that desired top spot on the front page of a Google search.


Scoring Criteria

 

Ranking the best Kansas City SEO company isn’t as simple as taking Google’s word for it. However, there are several things to take into consideration.

Granted, the SEO performance of the company’s website is essential. But we dug deeper, looking at this alongside other critical data—like their Google reviews, for example. Our scoring criteria also meant that each Kansas City SEO company was in the target city.

We ranked the top companies using metrics like:

  • Whether they had an SSL certificate
  • If the site was mobile-friendly
  • If the site loaded in less than 3 seconds
  • Domain rating
  • Number of referring domains
  • Total traffic to the site
  • The total number of Google reviews
  • The average review score of each

These SEO companies were all given a score out of five for each category. We ranked them based on this score, with Kansas City Web Design & SEO came out on top with 28 points, followed by KC Web Specialists LLC with 23 points.

The final three companies, along with two others that didn’t make the top 10, all received 18 points. So, we ran a tie-breaker scoring system that ranked them from best to worst for their loading speed, number of referring domains, and the total number of Google reviews.

You can view our scoring system here.

Latest posts by Gotch SEO Team (see all)



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How to Migrate WordPress Site to Gatsby without Losing SEO Quality

By | October 15, 2021


Migrating a WordPress site to a different provider might seem like a handful but more and more blogs are derailing from what used to be the most popular content management system online. As new technology begins to grow, so do the options, and in recent years, WordPress has faced its fair share of competitors, the most promising of which is Gatsby.

Whilst operating in a relatively similar fashion, there are various reasons why many site owners prefer Gatsby to WordPress.

From functionality and service to the quality of performance and available perks, here is a closer look at both WordPress and Gatsby, followed by a detailed guide on how to safely migrate a WordPress-based site to the Gatsby framework without losing SEO quality in the process.

Defining WordPress 

For decades, WordPress has represented the number one content management system. As an open-source model, WordPress continued to deliver quality service for thousands of blogs and websites over the years, whilst offering a plethora of free content and SEO management tools, such as plugins and extensions.

Statistics note that around 29% of site owners still use WordPress, which makes the platform an obvious first choice. The reasons why WordPress is favored by many users is due to its simplified content uploading, and the precision in modifying all aspects of the content and its SEO. WordPress boasts a generous gallery of plugins, both free and paid for, yet, most users find the latter a much more functional option.

That said, the downsides to using WordPress are obvious as well. For one, the system is PHP-based and comes with extensive legacy code, which complicates the optimization process. Due to its various use cases, WordPress makes a simple site to configure but not a quick one, and as you know, the slower a site is, the less traffic it drives. Not just that, but Google’s leading ranking criteria, aside from quality content, is a website’s loading speed.

Some of the other reasons users steered clear of using WordPress include:

Problematic Content Manager 

WordPress took some time to revamp their content editor, and even so, they failed to excel. The new content manager (Gutenberg) separates content by blocks, which many users found challenging, as the user experience is less than ideal. Well, I don’t know- I find it really good- when you get used to it.

Most users are installing the classic editor plugin to remain with what they know.

Writing PHP 

To modify a WordPress site, modifications need to be written in PHP. Whilst custom modifications exist on WordPress, many users find these to be overly demanding and time-consuming. And as PHP is not the most popular language, except for WordPress sites, dealing with it sort of feels redundant.

Some users prefer using page builders that easily help customize and modify a site’s design with no code use. But still, with WordPress, you can’t really have ALL the features in the world or build a dream site with as many features as you want. A more complex site will probably find it hard to use WordPress as the front end.

Defining GatsbyJS 

Many consider WordPress an outdated technology, but as competitors rose, GatsbyJS became one of the most suitable alternatives. Most site builders and users resort to sites using languages like JavaScript and React.js, which is exactly what Gatsby brings to the table. Unlike the open-source nature of WordPress, GatsbyJS is a static site generator, primarily built in React.

When users visit a Gatsby-based site, the platform does not render pages. Instead, GatsbyJS generates pages at compilation and then moves them all online. The system requires no servers or the maintenance thereof and is compatible with static files such as JS, HTML, and CSS. Finally, Gatsby does not use PHP at all, which comes as a great relief for former WordPress users.

The platform is not without its downsides, one of which is the inability to directly see the outcome of any site changes you make, as with Gatsby, everything has to be compiled first. To help with the issue, however, many rely on Gitlab CI/CD pipelines to compile a website first and land it online next. Gatsby allows users to make blog post templates and write all content in markdown.

Here are more key benefits of using Gatsby:

As a single-page app or SPA, Gatsby doesn’t require a clicked site page to load a brand new resource.All images used on the platform are automatically filtered of external traces, such as metadata, and are immediately resized, compressed, optimized, and lazy-loaded.Gatsby has the capacity to spot all links available on a certain page and load the data into the site cache.With Gatsby, the code used is simplified, bundled, minified, and alas, served.

Migrating WordPress Data to Gatsby Framework 

When you are considering moving your entire content from WordPress to Gatsby, the most important aspect to consider is not to lose your existing SEO value.

Thankfully, Gatsby makes the reception of other platforms’ content fairly easy.

The first thing you will need to transfer your content is a source plugin. A source plugin will help Gatsby seamlessly and automatically populate its Graphql store, whilst granting you access to all input information. The source plugin can be modified to match your needs, and even make your platform open-source instead of static.

Graphql poses a refined solution in acquiring API data and significantly differs from its predecessor, REST API. Graphql is a complementary asset to the Gatsby platform, meant to be used as part of the system itself. Bypassing Graphql altogether is possible but highly disregarded as an option, as it won’t grant you access to various important features.

The next step to take is to facilitate the writing process and move everything to Markdown. Markdown, or .md files, enable users to write simple and plain text which can then be converted into HTML more easily. Even more, Markdown will deliver all .md files along with the Github code of the site and make the process version controlled. Some users might find the Gatsby Advanced Started (GAS) useful as well, as this project enables the creation of SEO-oriented Gatsby sites.

How to Transfer WordPress Posts into Markdown

Before anything else, you will need to export all viable WordPress articles. Once that is done, you will need to convert these into plain text, or Markdown. There’s a tool that does that, and it is called WordPress Export to Markdown. With this tool, you can extract all WordPress content, its tags, categories, and essential SEO aspects. The tool takes an extra step to convert not just article content but post images too.

Once obtained, the files are ready to land in the project content folder. The next time you run Gatsby you will notice only an inkling of articles, but once you build the site, all content will be represented as acquired.

How to Originate Posts and Pages with Gatsby 

Gatsby’s performance is similar to PHP used in WordPress. However, as Gatsby uses React in its entirety, it places the language compounds under the pages’ folders, thus automatically turning them to site pages. This feature is ideal for one-dimensional page content, like ‘Index’ and ‘About Me’.

In terms of dynamic content, like categories or blogposts, users are welcome to rely on Gatsby’s ready-to-go templates for creating specific pages. Those who will use GAS will already have the post templates at hand, along with their tags and categories. Feel free to estimate your content yet again, and make it more dynamic and thus more compatible with Gatsby. All changes you do will show in your browser at once, which makes Gatsby quite friendly for prompt iteration.

Remember, the essence of Gatsby lies in its gatsby-node.js file. Here, you can estimate both template and page behaviors, as well as the slug and the elements and extra data to use. The file is also detrimental to consider as it helps you populate the nodes, or in other words, the data is stored in your GraphQL.

How to Style a Gatsby Site

In terms of writing site styles, Gatsby offers many viable options, such as .css files, Sass, CSS-in-JS, and more. Here are a few tips on how to design your Gatsby site:

  • Explore available design resources, such as Ant, MaterialUI, and Materialize.
  • Be deployment-ready! Static sites like Gatsby make site deployment super-easy and affordable. You are welcome to use a number of free and fast tools to do that, like Netlify, AWS Amplify, Now, and Surge.
  • Optimize, optimize, optimize! Using Gatsby means having a faster site, and you can always use the platform to make it even speedier, SEO-boosted, and accessible. One of the best optimizing tools is Lighthouse, as it does everything automatically: auditing, metrics, web practices, detailed data, and even helpful links. You can run your Lighthouse audit via Google, Firefox, or use the Lighthouse CLI option.

How to Keep Your Gatsby Website Working Fast

Once all content has been migrated, you can make your Gatsby site faster by:

  • Processing all Gatsby data through GraphQL.
  • Avoid using heavy libraries, like moment.js, as they can make the site slower.
  • Trust your server to modify dates, send that data to your pages, and do other heavy-duty tasks.
  • Manage less data by using GraphQL. This way, you will only access the data you need and will avoid piling up excessive data amounts by mistake.
  • Make it accessible. Your users won’t interact with your site as you do, so ensure the site covers all categories of users by incorporating a quality a11y, which can also result in improved HTML and optimized SEO scores. To fix a11y issues, you can use relevant tools, like Axe.

How to Maintain High-Quality SEO

By understanding the basics of how Google ranks sites, you will be able to get your Gatsby site on a roll. To do that, pay attention to the following aspects:


  • Stellar and relevant content
  • Greater accessibility to users
  • A faster running site
  • Building links, or showcasing your site on other domains

A Simplified Guide on Migrating from WordPress to Gatsby 

To summarize and facilitate the process, here is a step-by-step guide to fully migrating your site from WordPress to GatsbyJS.

  • Download the XML from WordPress, found in Tools > Export.
  • Use a tool to convert the XML to Markdown or plain text, which will sometimes do over half the job of converting blog posts.

  • Download all images and server content. Pull the images from the WordPress uploads to an image folder.
  • Fix broken lists and indent code blocks to assimilate to the Gatsby style.
  • Save thumbnails and move them to a respective folder for reusing.
  • Connect to Netlify to set up automatic deployment. If written in JavaScript, migrate it to typescript to enable it.

  • Change the styling options so they can use CSS-in-JS. Update the style and layout.
  • Run updates so the blog content falls in the ‘/blog/’ category.
  • Use redirect for all URLs.
  • Use React Context API as a wrapper to create a ***** mode.
  • Migrate WordPress comments to Gatsby using a manual or automated importer.

Once all these steps are covered, you are left with building the pages, mastering GraphQL, making proper queries, and cleaning up small messes where required.

How Long Will the Migrating Process Take? 

Migrating all content from WordPress to Gatsby will depend on the content volume you have at your disposal, as well as your personal efforts. Ideally, you should be able to transfer all content in no more than two weeks. However, keep in mind that if you are new to React, you will need time to adjust to it.

Once you get the hang of it, you will enjoy the perks that come with Gatsby, such as less HTML havoc within your MySQL database, and files that are easy to access, manage, edit, read, backup, and share with others.

One Last Thing… 

On more thing

Whilst managing Gatsby requires a set of skills and a background in CSS, HTML, JavaScript, Node.js, React, ES6, and GraphQL, to name a few, start slowly and learn each technology as it comes.

Even if the process poses a challenge, ultimately, you can follow the Gatsby Getting Started Tutorial for an even more detailed guide on the migration process.

Let’s get coding, shall we?

About The Author

Liraz Postan

Liraz is an international SEO and content expert, helping brands and publishers grow through search engines. She is Outbrain’s former SEO and Content Director and previously worked in the gaming, B2C and B2B industries for more than a decade.



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How To Integrate Keyword Gap Analysis Into Your Copywriting

By | October 15, 2021


Today, the digital marketing landscape is very important. Every business has to have a strong online presence to generate traffic and meet customers’ expectations. 

This is where SEO copywriting comes in. The art and science of producing online content that both search engines and people ****, mastering SEO copywriting become the key to creating content that will rank high on Google’s search engine result page (SERP).

Among the many SEO techniques, keyword research and competitive keyword analysis (aka keyword gap analysis) play a huge element in SEO copywriting. 

According to Westebbe Marketing, bloggers who are focused on SEO reports and heavily invest in keyword research for their posts are more likely to see strong results.

In fact, numbers show that the results actually double when these bloggers usually or always do keyword research for their posts when compared to bloggers who only do it sometimes

It’s evident. Keyword research is fundamental to creating a performing copy

However, to truly understand what good copywriting entails, let’s get a quick look at what poor copywriting means. 

What is Poor Copywriting?

Poor or bad copywriting is confusing, has no substance, and doesn’t convert. The problem is, nobody writes bad copy on purpose. So, if you ever find your content or sales message not converting, it is most likely due to one of these two reasons. 

One, you most probably lack the basic knowledge on the principles of copywriting and are writing copy for yourself and your company, but not for your customers. 

For example, your copy may be singing praises about your awesome product but does not answer your prospect’s question of, “what’s in it for me?”

It may be a simple principle but many new marketers often fall into this trap and talk only about themselves. Just take this copywriting example by Rareloop.

keyword research is required for this website
Source: Alex Cattoni

The homepage copy reads “We’re digital artisans. An expert team passionate about crafting bespoke websites and apps.” which only speaks to their ego and doesn’t give readers a clue what they are about.  

Second, your keyword research is not done properly. 

Many writers often create their copy first and think about SEO later, but this becomes only about inserting keywords rather than writing a copy that answers search intent.  

When you have your target keyword in mind before you put pen to paper, your writing will sound more natural and engaging, instead of being awkward or forced.

And if that’s not the case, another scenario is you have most likely selected a keyword that seemingly fits but isn’t relevant to your audience. 

As a whole, the key to good copywriting has always been writing based on pre-selected target keywords that you know will be driving relevant traffic to your business.  

In fact, good copywriting follows a certain framework and here we are going to show you how – by using keyword gap analysis to create converting content. Now let’s get started. 

Learn more on how to use Keyword Gap Analysis to boost SEO traffic.

It’s important to get into the habit of researching your competitors and keywords before you start writing your copy. 

A keyword gap analysis considers both your competitors and keywords as it compares your rankings to other domain’s rankings to identify keyword opportunities. 

This is an extension of ordinary keyword research and allows you to understand your strengths and weaknesses in relation to your competitors. Using this data insight, you can better gauge how you should refine your keyword strategy.  

Through this, you can find sales-driving keywords in the buyer’s journey that you should be prioritizing in your content creation to drive site traffic. This may include hidden keywords that sometimes you or your competitors may not be aware of. 

It is only when you have these target keywords that you can create better copywriting to get higher rankings and better connect with your target audience. 

Besides, keywords can be a great way to start your content if you have no idea what to write. Not only are they a data-driven source of inspiration, they are more likely to get you potential customers for your site!

Are you convinced now? To integrate keyword gap analysis into your copywriting, here are three questions to guide you through the process. 

How to Research Your Competitors? 

Before anything, you need to first know who your competitors are. 

Source: Quimi Net

In digital marketing, almost anyone and everyone can end up as your competition. In addition to direct competitors, you are also competing with indirect competitors and other businesses for the same target market.

In this scenario, knowing who your competitors are and their keyword strategy can be a determining factor in winning the rankings. A quick Google search for your industry keywords will show you the leading websites in your niche. 

Additionally, to find low-hanging to middle-range targets, you can plug your website into competitive analysis tools like SimilarWeb or Alexa. 

On SimilarWeb, you’d want to pay attention to the similar websites section to find businesses similar to yours. Check out these competitors and select those that you find are suitable targets. 

Source: SimilarWeb

To narrow down on your competitors, get a deeper understanding of them through research. Read their reviews, customer feedback, Google search engine results for their brand and see where they stand in the industry. 

Find out what people are saying about the business and see if there are any opportunities or gaps that your business might be fulfilling better. 

Once you’ve identified your competitors, it’s time to run a keyword audit for each domain to start researching their keyword assets.  

How to Research Keywords? 

To look into their digital marketing strategy and come up with tactics to outrank them, you need to understand your competitor’s ranking keywords. 

Here, we suggest using BiQ Rank Intelligence to uncover your competitors’ keyword rankings and important data. Our tool is easy to use and you simply need to insert the domain link and set your keyword discovery range from #1 to #20 with traffic equal to or more than 100.

This is so that it will filter out only valuable keywords that you should be focusing on, without the noise. But please feel free to set your own metrics. 

Most importantly, do this for your domain as well as all your competitors, and move them in a spreadsheet. 

Make sure you list all the keyword information, especially the SERP features and ranking URL that is shown in our BiQ tool to draw out valuable insights. 

How to Use Keyword Gap Analysis In Copywriting? 

Now that you have the necessary keyword rankings data of your website and your competitors, it’s time to compare and check your keyword rankings against your competitors to gain better insights. 

Generally, what you are looking for are: 

  • Valuable keyword opportunities your site is not targeting
  • High-volume keywords in which your site is ranking in #4 to #15 which you could boost 

Start by comparing your ranking keywords to your competitors’ and see if there are any missing keywords. By keeping an eye on the successful keywords your competitors are ranking for, you may find new opportunities you originally thought were irrelevant. 

Next, have a look at common keywords that both you and your competitors are ranking. Sort these keywords by ranking URL and check to see how your competitors are doing and also how well you are ranking compared to them. 

According to a report by Ahrefs, the average #1 ranking page is most likely to rank in the Top 10 results for nearly 1,000 other relevant keywords.

That’s why make sure to identify and collect these semantic keyword groups that were included and optimize them in your content for a boost.  

Additionally, take the chance to compare how many keywords you and your competitors are ranking for in an article written on the same topic. Compare and identify which content you can further optimize and improve on. 

You may also want to find what strategy each competitor has adopted to secure a ranking for a certain keyword. If you find competitors taking additional effort to secure a specific keyword, this is a signal that you should start paying attention to the keyword as well. 

Overall, what you want to look at when comparing your keyword rankings and your competitor’s keyword rankings are the keyword patterns. 

Take note if the website is ranking for mostly long-tail or short-tail keywords, high competition or low competition keywords, keywords with an answer box, and more. The idea is to gather keyword insights to strategize methods you can stay relevant among your competition. 

Our other tool, RankingGap can help you find out the keywords missing in your website by comparing yours to your competitors’ websites!

Source: RankingGap

To make your keyword gap analysis more efficient, you can also sort your keywords into these categories:

a. Keywords you rank for, but they don’t

One of the best methods to grow your traffic exponentially is to focus on your high-ranking keywords to build on your keyword strengths. You can do this by examining your top rankings and find semantically related keywords you have yet to target and optimize them into your existing content. If the keyword warrants new content, write a new article and interlink it with your existing content. Since Google already takes you to be the authority on the topic, this will make it easier for your newer content to rank well too. 

b. Keywords they rank for, but you don’t

Sometimes, you may not always have the luxury of low competition keywords. When it comes to this category of competitor keywords you are not ranking for, you want to focus on finding the keywords that give your competitors the highest ROI. Here you want to identify the common recurring keywords your competitors are after, what they are doing to rank for them, and how you can beat them. Try looking for gaps that are yet to be filled or try tackling the keyword using a different angle to outrank your competition. 

c. Hidden Valuable Keywords Not Used by Competitors

This category consists of valuable keyword opportunities. If you manage to find keywords with high search volumes that haven’t been targeted by other SEOs in your space, make sure to prioritize these keywords first.  Since your competitors are not aware of these keywords, there’s a first-mover advantage here, so make sure you target them immediately to secure a better foothold and position.

Start Writing Your Content

Now it’s time to use those keywords and start copywriting. While you may now be targeting the right keywords, keep in mind that it’s not just about keyword inclusion. 

To win at your keywords, you should aim to create useful, compelling, and valuable content that people will gladly promote on social media platforms. 

Again, great SEO copywriting is for both people and search engines. 

To help make sure you fulfill both criterias, you can check your written content using our BiQ Content Intelligence

Because not only is the tool handy enough to check your paragraphs for sentiment analysis and readability, it also compares your content WordGraph report against the Top 10 ranking search results of your keywords to help you optimize your relevancy. 

All you need to do is edit according to the suggestions and score a healthy SEO mark. Then naturally, this will help your content rank better which generates higher SEO traffic and raise better visibility and brand awareness on Google SERPs.

Check out our ultimate guide to Keyword Gap Analysis to build a solid strategy and outrank your competitors!

Conclusion

All in all, great copywriting is founded on the basis of good keyword research fundamentals. 

By considering both keywords and competitors, doing a keyword gap analysis is your answer to connecting your writing to your potential paying customers. 

So make sure to follow the steps in our keyword gap analysis guide before you start your SEO copywriting. 

Updated: 15 October 2021

Win Wei

When life is bitter, drink black coffee indoor and grab yourself some self-help books while listening to cafe lofi. Win Wei is just another being that enjoys life and the wonders of digital marketing. Oh, I do **** myself some swimming, too.







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Why Google Is Changing Your Titles — Jordan Koene // Searchmetrics

By | October 15, 2021


GUESTS & RESOURCES

Episode Overview:

Jordan Koene, SEO strategist and advisor to Searchmetrics, joins Ben Shapiro to discuss Google’s recent use of AI to alter site links. Titles are not as distinctive as SEOs intend, and Google is facing backlash. In this episode of the Voices of Search podcast, Jordan and Ben talk about the effects of and reactions to Google’s latest decision.


Do you want to learn more about Google’s two-part summer Core Update? Read about what we know so far in our blogpost!





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How To Create The Ultimate SEO H1 Tag

By | October 15, 2021


When it comes to SEO, optimizing H1 tags is often overlooked. But, did you know that this has a notable impact on your ranking?

In this article, you’ll learn everything you need to know about creating the ultimate H1 tag for your website.

You’ll discover the best practices, common mistakes, the importance of H1 tags, and many more.

How to create the best H1 tag

In order to create the best possible H1 tag, there should only be one for every post. All of the web pages should contain it. It must also stand out, contain keywords, and clearly describe the topic of the content.

What exactly is an H1 tag?

Before we embark on how you can create the best H1, let’s begin with its definition.

Simply put, the H1 tag is the title of your post or page. But, it has another meaning for SEO.

Allow me to elaborate.

The H1 tag is essentially an HTML element. This acronym stands for Hypertext Markup Language, which is a code.

An HTML functions as a language that web browsers such as Firefox, Chrome, etc. use for formatting web pages. What it does is dictate how your content is structured and displayed.

With this in mind, we can say that an H1 not only serves as a title for your readers, it’s also what tells browsers what your article or page is all about.

Among other headers, it is what appears to be the largest one. It is also the most important.

 “Why?” you might ask, let me explain through an analogy.

Why are H1 tags so important?

The majority of us are used to getting bombarded with news from the media. Every day, there seems to be an intriguing fight with celebrities, or a crucial mistake a certain politician has made, etc. Not everyone is interested in clicking through or reading the entirety of these updates.  So, what most of us see is only the headline or the title of these stories.

This is exactly how an H1 tag functions. When it is done well enough, you’ll get the attention of your readers. It’s what gets them potentially hooked.

Not only that, as for SEO, H1s are incredibly crucial. Search engines crawl websites in search of keywords that match your content, headings, and title. It especially prioritizes H1 tags since they are what your post or page is all about.

H1 vs. title tag vs. SEO title: What’s the difference?

For most content management systems, the H1 and the title tag are the same. But, these two are quite different. As mentioned earlier, the H1 tag is the title of your blog post or web page. For this reason, this term can somehow be confused with title tags. This is understandable given its name.

Here’s the breakdown:

The H1 tag is the title that is displayed on your actual web page or article.

On the other hand, the title tag is what shows up on the default title on bookmarks, top of your browser, and clickable hyperlinks.

Also, in terms of HTML code, the H1 tag is characterized as the <body> of the page. Meanwhile, the title tag is interpreted as the <head> section.

Another name you could call a title tag is the SEO title.

As for the extremely popular plugin Yoast, an SEO title is also called meta title.

If you’re looking for a clear example, take a look at StuDocu’s website to have a clear view of the difference:

The title tag is “StuDocu – Free summaries, lecture notes & exam prep” as seen on the result page:

Title Tag

Their H1 tag though is “Find your study resources”

H1 tag

Another great example is from Recipe Fairy.

Their title tag is “25 Best Starbucks Copycat Recipes At Home » Recipefairy.com”.

Title tag

But their H1 tag is “25 Best Starbucks Copycat Recipes”.

Having exactly the same or slightly similar H1 tag and titles is all okay.

H1 tag

5 Powerful tips in creating the ultimate H1 tag

1. No duplicate H1s

For every post or page, there should only be a single H1.

This should be a no-brainer.

However, if a person isn’t knowledgeable enough in the world of SEO, they may interpret headings mainly as varying font sizes and use them for designing purposes.

This is true for programs like Microsoft Word.

For this reason, they may use it more than once, which is a huge no-no. Google may penalize you for this because your web page is over-optimized.

2. Clear content description

Your H1 should also give a clear description of what your content contains. The moment your reader sees your H1, they should know what they’re about to read. This may seem like an obvious fact. But, for artistic or creative purposes, there might be those who unknowingly tweak their H1s the wrong way.

3. Present in every post

As a general rule, there should be one H1 tag for each of your posts.  Additionally, it should contain a unique topic for every single one. It is also advisable that you keep the word count to a range of 20-70 characters.

4. Contains keywords

Earlier I stated that search engines crawl your site and H1s are important because they indicate the topic of your page. Now, it is vital that it has the main keywords that you are trying to rank for. Also, you can even include long-tail keywords in your H1s. Just be wary of keyword stuffing and don’t overdo it.

5. Make H1s stand out

Since they are what attracts readers, you should always make sure that H1s are noticeable. They should be huge in font size. You can even set them in bold for them to stand out more.

Common mistakes when creating H1 tags

Now that we’ve discussed how you should create your H1, here are common mistakes that you should definitely avoid.

Analyze the page that does not contain H1 tags. If found, list down all the pages and identify if H1 needs to be added. H1 tags play a significant role in both users and search engines. In most cases, you will need to add it accordingly.

We know that there should be only one H1 tag on a page. Duplicate H1 can be a sign of duplicate pages or pages that are targeting the same keyword. These instances are not good for your SEO rankings. Sometimes, duplicate tags are caused by technical problems. Whatever the cause, it is important to have it sorted immediately.

Some websites put the same H1 on each page of their sites. This usually happens when they set their logo, site title, or brand name as an H1 tag. This practice unfortunately does not give both users and search engines a unique sense of each page.

H1, as a reminder, should give an impression of what the content of the page is all about.

There are web designers who unfortunately misused particular headings because it does not match aesthetically with their design. This often happens when H1 seems too big for other text thus they use H2 or H3 to have it fit in.

It should be remembered that the heading’s style can be changed depending on your preference, thus, this should not be a reason to use other headers inappropriately.

One of the most common errors as well is not following the heading structure. Always make sure to follow the hierarchy of the headers.

Yes, this also happens – so instead of web developers misusing the heading tags, they just don’t use it at all. This usually happens when they don’t understand the importance of heading tags. 

  • Non-Heading Content with a Heading tag

Again, for the purpose of style, some use heading tags to highlight certain texts. They use H1 to make the texts bold and bigger instead of using the correct code or font. Another reason is they purposely do it to trick the system and have these words, mistakenly tag as H1, rank their page.

Remember to use headings tags properly, trying to misuse them purposely can have a negative impact on your site. 

The above errors can help you with your next site audit. Once you fully digest the importance of the proper use and structure of headings, it will come to you naturally over time. 

Significance of headings

Readers quickly scan content to have an idea of what an article is all about. Headers make it easier for them to identify the content of a page. No matter how good your content is, if the page won’t catch your readers’ attention then it won’t make any sense. Because they will just leave thinking it’s not worth the read.

Having a great header that can attract your audience is a good practice. However, you must ensure that whatever is written on your header should be supported by great content that is relevant to the header too. Otherwise, it will just turn to waste.

Having headers makes it easier for users to locate certain topics that they wish to read.

Headings serve both users and search engines to identify what your page is all about. Not having a heading on your page makes it difficult for your audience to know what your content is. Visitors will probably be quick to leave your site if this will be the case. Remember that search engines track people bouncing from your site, and this can hurt your SEO badly. 

When creating your heading, make sure to prioritize the user’s experience. This not only helps them but also gives your site a good impression from search engines.

Let’s take a look at the below websites on how they deliver their H1 with customers at the top of their mind:

Example 1:

The H1 tag is “Shopping Made Easy for Lingerie & **** Costumes”.

Example of H1 tag

Example 2:

The H1 tag is “Running your business just got easier.”

Example of H1 tag

Code Samples

Below are example codes you can use as a guide when making and formatting your H1 tag.

Create H1 tag example:

<h1>The Title of Your Content</h1>

<h1>Webpage’s Product Line</h1>

How to set background and text colors:

<h1 style=”background-color:Pink;”>H1 is Pink</h1>

<h2 style=”color:Yellow;”>H2 is Yellow</h2>

How to set the alignment:

<h1 style=”text-align:center”>H1 is center</h1>

<h2 style=”text-align:left”>H2 is left</h2>

<h3 style=”text-align:right”>H3 is right</h3>

<h4 style=”text-align:justify”>H4 is justify</h4>

Understanding H1-H6 Headings

H1 to H6 are the six levels of HTML Headings. H1 as we know is the main and most important heading. Other levels are H2 to H6 are subheadings. The most used from these 6 are H1, H2, and H3. H6 being the least important.

A page starts with H1 Heading, followed by H2, then H3. If subsections will be needed then you can add H4 to H6. It is very important that they are logically structured. You should not skip from any level, like moving from H1 to H4 – skipping H2 and H3. 

It is also important to remember to only use one H1 heading per page.

H1 and H2 Tags

Header 1 serves as a title that tells the subject matter of the page. H1 tags are usually the big text at the top of the webpage. Once you catch the attention of an audience with your header, the user will spend a little more time scanning the content to decide if it is relevant.

This is where H2 comes to action. It guides the user with a specific section of the content, like the chapters in a book. H2 tags give the audience a clearer view of what the content is all about. It helps the user to easily identify if the content is relevant and if reading it all is worth the time.

These are the significance of H1 and H2 on the page content. Without them, it will be difficult for site visitors to judge the content quickly. These are also determining factors for search engines with what the site is all about and how it will rank the page.

Let’s have a look at how the following two sites successfully identify their page with the use of H1 and H2 tags.

Example of H2 tag
Example of H2 tag

SEO-boosting tips to skyrocket your rankings

Now that you understand the importance of H1 tags for your SEO ranking, you know what to do next time. Below are factors that also affect your SEO ranking:

  • Secure and Accessible Website

Site security is one of the most important ranking factors of Google. Search engines prefer the most trustworthy sites, like the ones under HTTPS encryption. These sites have a secure connection between users and the website.

  • Crawlability and Indexability

Crawlability allows search engines to scan a website to determine its content. While indexability is allowing search engines to show your page on the search results. You can use Google Index checker to audit your site or your competitor’s.

Content is very important. Publishing high-quality content on your site helps you get better user engagement, which is also appealing to search engines.

The use of the right keywords on your content will help you drive traffic to your website.

Another very important SEO factor is backlinks. These help search engines identify the credibility of a website. You can easily monitor your backlinks with backlink monitoring tools.

Fast loading webpage improves the user’s experience. Search engines prefer to show sites that are quick to load. 

Mobile-friendliness is how a website appears and performs when viewed by a mobile device. A site shall provide a responsive design to every screen size. Research says more users use their mobile devices for their searches. Having a website that doesn’t respond to the mobile screen makes it difficult for users to interact with the page.

Search engines consider how users interact with search results and the webpage. The actions of the users, like click-through rate and dwell time, help them determine which sites are better and more useful. Also, when users share the page on a social network, it can generate traffic to the page as it gets visible to many. While signals that come from social media postings don’t impact the search rank at present, they can however affect the popularity of the page. As the website gets shared on social platforms, the chances of the audience visiting and engaging on the website are high. 

This is added at the backend of the webpage which helps search engines interpret and classify the webpage’s content.

  • Consistent Business Listings

Business Listing is also referred to as citations. Search visibility of a site will increase as a brand appears to be more established online. A website authority checker can help you get a quick view of your website metrics.

Most of the sites that appear on the top ten Google search ranking are 3 years old and more. According to a study, only a few sites that are less than a year are able to rank at the first 10.

Business information is especially vital for local SEO ranking. It is important that you have the name, address, and business contact number on the website. Links from local directories and review sites, as well as local search terms used as keywords, will help in targeting specific local areas.

Conclusion

Each factor on SEO has its own impact on the ranking system. Take for example H1 tags, optimizing it may be one of the simplest among other technical SEO aspects – but it counts. It serves its purpose on SEO ranking factors. Search Engine Optimization consists of small and big components that are all significant to the end result: more traffic = more money.

Now that you know more about the H1 tag, errors that you need to avoid or correct, and the best practice for creating it, then you must be ready to create that optimized H1 tag.

Share with us in the comment section your before and after H1 tag ideas.


Author Bio:

The author: Burkhard Berger

Burkhard Berger is the founder of awesomex™. You can follow him on his journey from 0 to 100,000 monthly visitors on www.awesomex.com. His articles include some of the best growth ******* strategies and digital scaling tactics that he has learned from his own successes and failures.





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