Daily Archives: October 26, 2021

What is SSL? It is the SEO Keyword Ranking Factor – Learnimtactics

By | October 26, 2021


Secure Sockets Layer (SSL) was a cryptographic protocol that was most extensively created with the intent of adding a layer of security over the Internet communications, before being succeeded by the Transport Layer Security (TLS) in 1999. Although the SSL protocol was depreciated and the TLS was widely used in its place, still, most people refer to this kind of technology as “SSL”. SSL makes a protected connection between two PCs or devices that are associated with the web or a private network.

At the point when SSL is utilized to get correspondence between an internet browser and a web worker, this is an incessant example. The ‘S’ in HTTPS means ‘secure,’ and it changes the location of a site from HTTP to HTTPS. A safe meeting can be set up with SSL without a lot of client cooperation.

You can realize a site is utilizing SSL by searching for a lock, which you can click on to see the advanced endorsement subtleties, in your program. Be aware that not every page needs its own SSL/TLS certificate. You only need one certificate to safeguard your entire site–each page. Configuring your server and implementing the correct security solution are key factors. Make sure you have a Multi-Domain Certificate if you have more than one website. It is necessary to use a Wildcard certificate if you have Sub-Domains such as mail or login on your website. Your entire site (or sites) can be secured with a single SSL certificate if you have a suitable SSL solution.

Must Read: How to Fix 404 Errors

TLS handshake sets up a protected connection and exchanges public keys between the two gatherings. They are produced during a TLS handshake and are utilized to encrypt any correspondences following the handshake. To encrypt correspondences in each new meeting, diverse meeting keys are utilized. At the end of the day, TLS confirms whether a worker or a site is whom they guarantee to be.

TLS likewise guarantees that information has not been changed, since a message verification code (MAC) is incorporated with transmissions. Client sent HTTP information (by clicking, rounding out structures, and so on) and site sent HTTP information (by sending demands, reacting to asks for) are both encrypted with TLS. The beneficiary should utilize a key to open encrypted information. Correspondence meetings dependent on TLS start with a TLS handshake. Given awry encryption, two keys are used on the two closures of the conversation during a TLS handshake.

Given a technique called public-key cryptography, it is feasible. It depends on two keys: a public key, which the worker makes freely accessible, and a mysterious private key, which is just utilized on the worker side of the cryptography. This arbitrary information is then used to construct new encryption keys called meeting keys, which are traded during the TLS handshake between the customer and worker.

To implement the SSL protocol in a website, the following are the steps that are supposed to be taken:

Step 1: To provide the highest level of protection, SSL certificates need your site to have its own dedicated IP address. Several websites use the same IP address, as do a number of smaller web hosting services. The traffic that goes out to a dedicated IP address belongs to your site and no one else’s

Step 2: Next, you’ll need to create an ID card for your site to prove that it’s yours, You may do so by using SSL authentication. Authentication is nothing more than a string of letters and numbers that only your site knows, like a long-secret phrase, and it’s completely free. So that if anyone ever approaches your site through HTTPS, it instantly confirms that it is who you say it is – and secures everything going to and from it.

Step 3: If you’ll be starting the authentication yourself, this is the next step. The best place to start is through your web hosting control panels, such as WHM or cPanel. You can do so from the SSL/TLS administrator region, choose “Produce an SSL endorsement and marking requirement.”

Step 4: If you’re introducing the testament personally, simply rearrange the testament in the administrative panel of your site server. WHM.CPANEL has the SSL/TLS menu item “Introduce an SSL Certificate.”

Step 5: Lastly, secure a few pages, such as your login page and your shopping basket checkout page if you are in doubt. The customer’s experience is hampered since HTTPS encryption is squandered on sites where the client isn’t providing sensitive information. Then choose one of the two processes listed below. You can, on the other hand, change all connections to the goal pages to use HTTPS interfaces rather than standard connections. As a result, any links to your vehicle on your landing page should be updated to use the secure connection. Nevertheless, if you need to ensure that clients may only access particular destinations regardless of where they originate from, a worker-side method is the way to go.

If other site improvements (SEO) factors continue as before, Google has affirmed that a safe site with an SSL testament will enjoy an upper hand over a non-secure site. The client experience is certainly upgraded by an SSL declaration (free from any harm site). Hazardous sites have clear admonitions that caution clients to leave. Google Chrome is doing its part. An SSL endorsement’s effect on a site’s SEO rankings can be hard to decide.

An SSL endorsement’s effect on a website’s web index rating, for instance, is hard to evaluate in examination with that of another website in a similar industry, yet with a large number of all the more impressive backlinks for its benefit, Google Chrome brings issues to light about web security among web clients by freely disgracing unencrypted pages. Visits to unencrypted sites are currently disapproved of by numerous individuals. It is turning out to be progressively hard to get individual data from http://sites (destinations without SSL testaments).

So, this is how the implementation of SSL or TSL, helps with the ranking of a website and boosts the SEO. There are multiple benefits of SSL certificates on the websites, as we discussed above. SSL is extensively used to safeguard data transfers when Website visitors enter credit card information or other sensitive information like logins, financial details, or personal details.

Secure Socket Layer (SSL) certificates are the most dependable type of data security available on the Internet today. Secure Sockets Layer (SSL) Certificates also feature visual trust indications, such as EV SSL Certificates’ green bar, a lock on a browser’s window indicating a secure connection, or trust seals proving that the Website owner has been validated and that their SSL Certificate is still valid. Google is famously clandestine about the segments that go into its positioning framework.

It resembles they’re constantly endeavoring to figure out an impervious code. Google, then again, has disclosed this minor segment of its calculation information. SSL helps—every single piece tallies. An SSL/TLS Certificate’s positioning increase of 5% could mean the distinction between showing up on page one or page two of query items.

Must Read: 12 Ways To Do SEO for Blog.



Source link

What Is a Google Penalty & How to Recover: SEO Foundations

By | October 26, 2021




If you know anything about Google as a search engine, you know that it’s anything but static. Over the years, Google has consistently made changes to its platform to give users the best experience. This is the reason that it stands among the top search engines in the world.

This incredible performance is a direct result of the updates that Google has made to its search algorithms. These updates are meant to provide a user experience like no other, and it’s hard to argue with the fact that the search engine has achieved that.

Google has made so many improvements and to ensure that its evolving ecosystem remains of the highest quality the search engine will issue “penalties” to those who don’t follow the rules. 

It’s a pretty simple equation. If you do not follow Google’s guidelines, you will be hit with a penalty. The result of which will be an improvement in the SERPs as Google will serve the searcher’s intent more accurately and with better quality blue links.

Let’s dive into what a Google Penalty is and what you can do to recover from one.

So, Your Site Traffic Is Down – Did You Get Hit by a Google Penalty?

 

The traffic to your site has been flowing smoothly for some time but now you’ve noticed that there is a sudden drop. Naturally, this means that something that is directing people to your site is out of whack. You need to know what that is so that you can begin to put in the work that is necessary to rectify the issue.

The chances are that your site has been hit. Now, there are two ways a site can be “hit”:

  1. Manual action
  2. Algorithmic downfall

It’s important for you to be able to distinguish between the two and take whatever action is necessary based on your situation.

These two instances are often described as a “penalty.” Note that while the word “penalty” is used loosely here, only a manual action is a penalty in the true sense. Algorithmic downfalls don’t have an official categorization and do not target specific sites as manual actions do.

What Is a Google Penalty?

A Google penalty is a negative impact on a site’s performance that is influenced by a direct or automated action that is based on stipulations laid out by Google. There may be reasonable suspicion that less-than-ethical (black-hat) SEO tactics are at play. Such tactics include keyword stuffing or the use of suspicious links.

In other words, a manual action is a specific penalty handed out to a site for breaking Google’s guidelines. The penalty is meant to remove content that breaks Google’s guidelines from the search results. 

The logic is simple. If a site or a page does not comply with the guidelines Google has set up to ensure web content is reliable, accurate, and safe the search engine will do its best to ensure said content never reaches the user. If such foul play is not a concern, then the effect on the site’s downgraded performance is likely the result of an algorithm update. 

Some of Google’s most notable penalties are as follows: 

  • BMW – BMW.de received a penalty in 2006, which dropped its PageRank to zero. The penalty strike occurred because the site was found to be using doorway pages, which are pages that are created for the sole purpose of spam-indexing.

  • ExpediaIn 2014, a penalty resulted in Expedia losing over 25% of its organic visibility. The effect of this was a 4.5% drop in shares!

What Are Algorithmic Downfalls? 

Unlike manual action penalties, algorithmic downfalls are done via automation, so there’s no notification to clue you in to what the issue may be. As the name implies, Google’s algorithms provide routine inspections of sites to ensure that they follow a set of predefined rules. Once your site is found to be in violation of some of these rules, it will be demoted in search rankings. (Of course, things are a lot more complex than this as there are multiple considerations Google may be applying at any one moment.)

When you receive such a “penalty”, there is also a drop in your organic traffic. The problem is, without notification you can’t be sure that the drop is caused by a penalty. There are numerous reasons for such a drop, and you must do your due diligence to properly identify what is happening.

When there’s a significant update, Google usually tweets about it or softly communicates about it. Try to follow the community and identify where most SEOs are seeing drops.

A Tweet about a Google update

When you inspect your rankings, you may notice that there is a change that can be linked to certain search terms. Once you’ve identified that this is happening, check the Search Console search query report. If you see the ranking decrease is accompanied by a consistent drop in traffic, it is likely that you’ve received an algorithmic penalty.

How Do You Know If You’ve Received a Manual Action Penalty? 

This is the easier of the two categories to notice. This is because the spam team generally handles manual actions, and they are followed by a notification. If you check Search Console, you will see a message saying one or more pages on your site have been issued a penalty.

Google Manual Action Message

How Do I Know If My Site Is Actually Suffering from a Penalty? 

Finding out if you’ve been hit with a Google penalty is not an impossible task, but it does take some investigation on your part before you can be confident that there is some violation that caused your site to be negatively affected.

Note that while manual action penalties can be a problem, they are not always detrimental, so you need to identify if this is something that is impacting your current goals.

Sometimes the page that’s being affected is one that you don’t need or care for in the grand scheme of things. This is especially true if your site’s ranking and organic search traffic don’t take a huge hit as a whole. In such cases, you may be better off just parting ways with the page, so the rest of your site can thrive.

Google Analytics is a great place to start looking to see if a manual action is causing challenges for your site. To do this, you need to look at search traffic prior to the application of the penalty and compare it to the traffic after the penalty was applied. Simply focus on the significance of the change if there is any. If the change isn’t a bother, then you may not need to fix anything.

“Penalties are educational.” Google communicates the penalties because they want to educate and reduce webspam. Bing, for example, does not have to communicate it, so their penalties are all built differently” Fili Wiese, SMX London 2019.

How to Recover from a Google Penalty 

So, by this point, you should’ve noted that you were hit with a penalty. You should also be aware of the effect the penalty has, and why you were hit. The next thing to do is to try to recover since you want your page to be performing in an optimal manner.

As stated before, sometimes the page that is causing you to be penalized is one that has no bearing on the performance of your website. If you can do without this page, then you may simply remove it. While this is not the most common way of going about recovery, this approach has been successful in the past.

I recommend going over your entire asset, see where your “grey” areas are. Try to figure out what might be a violation of website guidelines. If you have a slight doubt – fix it.

The main action you can take is to submit a reconsideration request to Google to have the penalty against your site lifted. Note, however, that is not something that you should do as soon as you realize that you’ve been hit with the penalty. If you do, the chances are that the request may just be ignored. Make sure you hit the submit button only after making sure you have actually solved the issue.

Google needs to see that you have taken the steps necessary to get your website in good standing even if the steps were not a complete success.

Unnatural links, for example, are the most common reason for penalties. If you get a notification, you need to start a backlink analysis. Special attention needs to be paid to backlinks from low-quality sites, and over-optimized or irrelevant anchor text. It is important to find and get rid of these links.

Since these links are external, you may need to send removal requests to sites that have them. If that doesn’t work out, you can disavow the link instead. It is important to document the steps you took to return to good standing in your reconsideration request to Google.

The reconsideration requests are handled by humans, so you must show them that you have tried your best to make things right.

The Takeaway – Google Penalties Help the User 

Lightening Bulb

With so many websites competing for visibility on the SERP, Google sees the need to put measures in place to ensure that all indexed sites do so on a level playing field. Many websites have features built-in or use techniques that aim to unethically impact the user experience or trick the search engine.

If your website is believed to be doing something undesirable, you may find that a penalty is brought against it, which impacts performance. When this happens, investigate the cause and take the necessary steps to get your site back to good standing.

I hope this guide gave you a comprehensive look into the process, so you know what to do if you should ever find yourself in such a situation.

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.



Source link

Presentation: Straight from the Lab: SEO’s *** Theory Test Results Revealed | TechnicalSEO.com

By | October 26, 2021


Merkle Webinar – September 24th, 2018

The post Straight from the Lab: SEO’s *** Theory Test Results Revealed appeared first on TechnicalSEO.com.



Source link

10 News SEO Tips from The New York Times’ Christine Liang

By | October 26, 2021


News search has gotten complicated, and it’s more important than ever to stay up-to-**** with the latest best practices in news SEO.

Christine Liang, the SEO Director at The New York Times, brought solutions to the 2021 News and Editorial SEO Summit (NESS) via her presentation, “Everything you need to know about editorial SEO.”

As Liang said, “The news space is complicated. There’s Top Stories, Google News, domestic and international algorithms, the list goes on and on. It can feel utterly overwhelming.”

But, she added, “I’m here to uncomplicate things.”

Liang shared a number of news SEO tips that The New York Times and other major publications like theirs use to optimize content for maximum visibility in search. Here are 10 you can put to work for your own site.

1. Keyword Research: Focus On Search Intent

Liang advised the 600 news publishing and marketing professionals attending NESS to start their keyword research with Google’s autocomplete feature. She advised, “Evaluate the types of search results that show up for your keyword.”

Advertisement

Continue Reading Below

For example, ask yourself:

  • How are searchers talking about the topic?
  • How are competitors addressing the topic?
  • What types of content are coming up for the topic?

She said, “Doing your research will help you narrow in on the keyword and search intent.”

Liang also recommended gauging interest in keywords with Google Trends. “Understand search demand for a topic by looking at different timeframes.”

And she urged attendees to scroll down to “find breakout terms … and figure out if a trending topic still has demand.”

2. Craft Compelling Headlines

Liang said, “The SEO headline (title tag) is one of the most important ranking factors. Keywords in the headline signal to users and Google what your content is about.”

She advised doing the following:

  • Keep it under 65 characters, and even shorter for mobile.
  • Place the main keywords closer to the front.
  • Make it engaging! SEO headlines don’t have to be snoozy.
The SEO headline (title tag) is one of the most important ranking factors. Keywords in the headline signal to users and Google what your content is about.Screenshot from NESS 2021, used with permission.

Liang also said it was a good idea to refresh headlines with new information and new keywords.

Advertisement

Continue Reading Below

She said, “Updating headlines is a good way to ensure the reader is getting the most current news. It’s also a freshness signal – it tells Google to come back for a recrawl because there is new information.”

She advised, “Make it a quality update: pair headline updates with other types of updates, such as an image change or more body copy.”

3. Include Keywords in URLs

Liang also encouraged news publishers to include primary keywords in URLs.

She said, “Keyword use in a URL has some ranking weight, but it mainly signals to users what the page is about.”

She also suggested structuring URLs under the appropriate category.

She said, “URL paths get picked up as a breadcrumb in Google’s search results. This is a reflection of your site’s hierarchy.”

She added, “File your story to the most relevant section to help build categorical authority.”

4. Incorporate Images and Videos

Liang also recommends incorporating visual content – especially during visually leaning moments.

She said, “Give people choices! Not everyone coming to your story is looking to digest it through text. Images and videos provide users with another means to consume the content.”

Liang also recommends incorporating visual content – especially during visually leaning moments.Screenshot from NESS 2021, used with permission.

Liang added that including high-quality photos would improve click-through rates (CTR) and engagement.

She said, “In Top Stories, a compelling image can be the reason a user chooses to click through to your story over competitors’ stories. So, pay attention to the competition’s photos.”

Advertisement

Continue Reading Below

She added, “Once on-page, provide more context around the images.”

And Liang urged attendees to bolster ranking signals and engagement by incorporating videos.

She said, “During live events, Google prioritizes video in search results,” and added, “Include clips when relevant.”

5. Add Relevant Internal Links

Liang emphasized adding relevant links.

She said, “Internal links are links that point from one page to another page on your site. They create site structure, pass page value, and help users navigate.

She added, “Link related pages to optimize for page authority and relevance.”

Link related pages to optimize for page authority and relevance.Screenshot from NESS 2021, used with permission.

Liang also said adding internal links would improve discoverability and crawling of content.

Advertisement

Continue Reading Below

She said, “Link to priority stories from relevant content. Use keyword targeted anchor text to signal to Google what the linked page is about.”

She added, “Homepage, section fronts, and topic pages are also valuable pages to link out from.”

6. Prioritize Publishing Speed

Liang said it was important to prioritize speed, and that “Being the first to publish a story has its upsides. Your story accumulates clicks, backlinks, shares, social buzz ahead of the competition – leading to ranking advantages.”

But, Liang also advised spacing out your updates.

She said, “Google rewards fresh, quality content, and surfaces the most relevant information in Top Stories. So, don’t give it all away at one go!”

She added, “Publish the most essential details first. Then republish with new chunks of content (around 50-100 words).”

7. Keep The Timestamp Fresh

In addition to the six editorial SEO best practices mentioned above, Liang also shared some advanced tips for news SEO.

For example, she recommended keeping the timestamp fresh.

Advertisement

Continue Reading Below

Liang said, “The timestamp on a story plays a large role in Top Stories. An up-to-**** timestamp draws people in. It signals to users that the articles are more recent.”

She added, “You can trigger a timestamp update by sending Google different freshness signals.” And she suggested trying the following:

  • Re-writing the dek (or subhed).
  • Including quotes.
  • Swapping out images.
  • Embedding videos.
  • Placing on homepage.
  • Promoting and sharing on social.

8. Build Page Authority Over Time

Liang also encouraged NESS attendees to build authority on a topic over time.

She showed an example of how the NYTimes did this by creating a topic page on R. Kelly years ago, creating an evergreen file a month before the trial, and ranking as an authority on the day of the verdict.

9. Prepare As Much In Advance As Possible

This advice was echoed in another advanced tip: Prepare as much in advance as possible.

Advertisement

Continue Reading Below

Liang advised news publishers to ask themselves:

  • What evergreen pieces need to be updated?
  • What HFOs (Hold For Orders) can we set up?
  • What keywords should we target per file?
  • What are some headlines we can pre-write?

10. Create Playbooks For The Next News Event

Finally, Liang recommended creating playbooks so you have a framework for the next new event.

For a scheduled event like the Winter Olympics, ask yourself:

  • When to go live?
  • What files do we need prior, during and after an event?
  • What were the best formats?
  • What worked and what didn’t work?
  • What did competitors do successfully?

In conclusion, Liang said, “SEO is more than keywords; it’s about quality, freshness, user experience, structure, tech, research, and process.”

That means that it’s more important than ever to stay up-to-**** on the latest search practices – especially because news search has gotten more complicated and continues to evolve.

Advertisement

Continue Reading Below

More Resources:


Featured image courtesy of Christine Liang, October 2021.





Source link : Searchenginejournal.com

Creating Content that Performs Well Across the Board: In Search SEO Podcast

By | October 26, 2021


Don’t forget, you can keep up with the In Search SEO Podcast by subscribing on iTunes or by following the podcast on SoundCloud!



Tips for Creating High-Performing Content: Summary of Episode 75

Yosef Silver, SEO and culinary expert, joins us to talk about creating that content that coveted content that ranks well, reads well, and shares well!

We’re getting into:

  • Search-ability, shareability, and how to create content findable content that pops!
  • Tips and tricks for a content structure that engages
  • How to achieve content zen. Finding a good content balance

Plus, why refusing to look at content, the SERP, and SEO with fresh eyes is killing you.

Featuring:

Mordy Oberstein (Host)

Sapir Karabello (Co-Host)

Yosef Silver of Fusion Inbound (Special Guest)

News:

Google to Limit Demographic Settings

Google’s Reiterates Stance on Guest Post Links

EU Requests Social Platforms to Combat False COVID-19 Info

Follow the podcast on Twitter

Content Expectations Are Changing, Are You? [00:06:28 – 00:24:45]

The way user’s digest content and what they expect out of content has changed. Yet there are a lot of verticals and sites who are stuck in an old way of thinking in a time when we’re in the middle of a shift. In Mordy’s opinion, we’re in the middle of one of those big moments in history where content consumption is changing. How we consume content and what we expect out of content is changing. Of course, it’s hard to see the change in the middle of the change.

A good example would be zero-click searches when readers don’t want to read anything other than a snippet. They don’t even want to see more than a snippet for those super top-level keywords like checking the weather. And they certainly don’t want to have to click and then wait for a site to load to consume that content. They mentally expect immediate answers which Google and the SERP give them.

Mordy thinks we’re just coming to terms with that now. Google is just giving the people what they want. They don’t want your site in these cases because what we consume and how we consume it has changed.

Let’s see why this goes beyond zero-click as sometimes we get hung up on these SEO buzz topics and they blind us to the larger reality.

Here’s a great example that happens again and again. While this is only one example, the trend is more prevalent than we think. The trend is that entire verticals of content, entire approaches to content that we take as institutions, are way less irrelevant than we think. In this case, documentation, i.e., technical content, is a thing of the past. User’s don’t really want it, at least the way it’s being written and presented.

Don’t believe it? Mordy did a search for how to use canon m50 as webcam and guess what? Canon did not rank at all! There was a Featured Snippet from some YouTuber and the rest of the page was all videos. Instead of trying to create their own video, they created boring, dry technical content. The kicker is that Canon did try going after this keyword as they do rank but only for how to use canon m50 as webcam + canon.com! And even then there’s a video box that ranks above it.

If you look at the Canon page they tried to rank, you’ll find a link to download their documentation as well as a link to an intro video.

Do you know what the problem with this is? They didn’t embed the video! Canon is offering documentation, but Google wants a video! Even with the video link, it’s very unclear, not specific to that model, the title is not relevant, and the content did not match the standards you see on YouTube.

The point here is that for a lot of these types of queries, documentation content is old school. And we get it, it’s a stable content fixture. You have to have this kind of content. This is how it works and this is how you create documentation. Even the video content has to be like how people “expect” it to be. But this doesn’t work anymore. You have to be willing to shake yourself loose of these outdated constructs no matter how much of an institution it might be.

In this case, Canon should hire a Youtuber, embed the video on the page, do a short how-to to accompany the video, and, if you want, have a full set of detailed instructions. Meaning, if you feel that some users will want that, just throw a downloadable PDF on at the bottom of the page.

Here you have a well-optimized, well-designed site spending a ton of money creating content that no one wants. Why? Because no one went to the SERP to check their preconceived notions. Three seconds of research would have made the difference here.

Does this mean you should get rid of all your technical documentation? No, just most of it. Pander to Google’s needs. When COVID-19 came around, Google said to write health content that the average reader can understand. So in this case, you should do three things.

  • Simplify your content. Turn it into a nice how-to with plain and informal language.
  • Video it. Add embedded explainer videos.
  • Research. For some queries, users do want a step-by-step breakdown, but even then, take it easy with the formalities.

How to Create Well-Rounded Content that Performs Well Across the Board: A Conversation with Yosef Silver [00:24:49 – 00:50:01]

 

Mordy: Welcome to another In Search SEO podcast interview session. Today we have not only a prolific industry speaker, not only a Search Engine Journal author, but a man after my own heart. A kosher food connoisseur. Give it up for the founder of Kansas City’s Fusion Inbound, Yosef Silver.

Welcome!

Yosef: Thank you for having me.

M: I have a really important question to kick this off. Shawarma or falafel?

Y: Shawarma, for sure. With amba. Lamb or turkey?

M: Turkey.

Y: Really? I like lamb. But it has to be cooked right. When it’s cooked badly, it’s not enjoyable at all, but when it’s cooked well, I really enjoy it.

M: Well, I’m not a good cook, although my wife is. Anyway, we could talk about kosher food from now until tomorrow but we’re here to talk about content.

So you have this thing called a five-step ideation process for content where you’re basically trying to get content that’s good that also ranks well. Would you please walk us through that?

Y: Absolutely. What I like to think about when we’re creating a content plan for a client is making sure that we’re not just creating content for the sake of content. I hate seeing content plans where once a month, on the third of the month, we have to publish something. That’s not how I like to approach content. I would rather get the client to buy in to create really long-form content that ranks, that delivers, that generates leads, whatever the goals are, and making sure that you’re not building content with a calendar, you’re building content for the user.

When it comes to content, it’s not just the content ideation process and it’s not just the content creation process, but it’s also the content distribution process which I think a lot of places will fall down on. You might invest hundreds or thousands of dollars into creating some masterful piece of content and then it just sits. I think that content distribution and repurposing the content has to be a massive step of these five steps.

M: How do you distribute it? What’s the best way?

Y: First of all, know where your audience is. You don’t want to have a massive Twitter strategy if everyone is on another social platform. Know your audience and create the content that is correct for that audience. Even if you are creating video content and you’re putting it on Facebook and YouTube, are you optimizing your end screen for subscriptions, comments, or things like that? Don’t treat all platforms the same and really know where your audience is. I work with a lot of real estate agents, which I know is a niche that a lot of SEOs hate.

M: Why is that?

Y: I think it’s the competitive nature of it. I found that creating a ton of local content and positioning my real estate clients as almost city ambassadors for where they live has been really successful. We’ve taken clients who had the very generic out of the box franchise website that they would give them that didn’t rank for the name and we gave them great content strategies which has fed their social strategies too.

M: Yeah, and from personal experience, I can say that a real estate agent really has the opportunity to become a local super authority.

Y: Totally, as they know the city and the neighborhood. One of my largest real estate clients, when COVID hit, wanted to be of service to people. And overnight, my team and I wrote an article that had 151 things to do with your family while you stay at home. We got all the virtual tours, cooking classes, and free apps and we put together this massive piece of content. Not only did that resonate really well with his audience, but he sent it to his peers. So among his peer group, it was really well received. The whole position there was how can we be of service, not how can we sell, sell, sell. We want to create that value in everything we do.

Another really great piece we’ve done, when it comes to long-form, is to think about things that aren’t out there. Years ago, I was working with a client that was in accounting and we realized that on every letter that the IRS mailed someone, there was a four or five-digit code. You could go to the IRS and look it up in the database and it will spit it back but there was no glossary of all those codes. So we crawled their database and we wrote this monster list. So it’s finding those niche opportunities that no one’s done yet that are relevant and helpful.

M: When you write long-form content, how do you balance that with readership in a world where the attention span is eight seconds.

Y: That’s a really good question. It’s a couple of things. I try and write in short paragraphs then space it out. So you have a short paragraph and maybe a sentence spread to grab people’s attention. Also, the placement of your visuals. If you can try and place a visual just to the bottom of the fold or at the bottom of the screen as they scroll to grab their attention that has been pretty helpful.

M: Yeah, I think people don’t realize that you can use images as a way to break up the monotony of your post even though you don’t really need an image right here, but it’s a good break.

Y: 100%. Two other things we do. First, we do a lot of email marketing. Although I got into SEO about 15 plus years ago, I’ve gotten really involved in email marketing in the last probably five or six years. Animated GIFs in emails and then things like that will push up your click-through rate. Another thing is we have clients who do video content including a transcription. Now that’s not a new trick, but people often don’t take that effort. There are great AI platforms out there now where you don’t have to sit there and type it out. You don’t have to go back and get the transcripts. There are some great ways to do that through artificial intelligence.

M: What do you use, by the way?

Y: I use Trint.

M: You just mentioned chunking your content. Just to make a point, I used to teach in Baltimore City, and I had a lot of kids in my class who had special accommodations that they needed to learn. The most common one for kids with ADHD was chunking, I don’t remember exactly what they called it. Instead of having a massive piece of text to read, you just take a piece, and then another piece, and another piece so it was not overwhelming. If you could set up your content where you have a bunch of headers or subheaders, it’s really the same principle. You can use the headers as a way of not making it seem overwhelming.

Y: Right and it’s also a good way of structuring your content not only for readership but for search. Before we had the formality of schema or structured data, content that was formatted really well using headers properly was what grabbed those spots.

M: I **** images. I’m an image person. I don’t like stock images so much as I can avoid them. I hate the typical stock image of someone smiling, but finding a good image that’s a little bit unique takes a long time. When you’re trying to find an image, what do you do to cut that time down?

Y: It depends on the client. Some of our clients we’ve actually coached. Phones have become so much better at photos. I used to be into photography so I’ve been able to coach some of my clients and tell them, “Hey, if you’re out and about, take photos this way.” Here’s how to frame a shot. That’s the best-case scenario if a client is on board and available enough to do that. Obviously, a lot of people are too busy and they just need that content. I use a reverse image search engine called TinEye and before I buy a stock image I check to see how many other people use that image. I remember once I was on the London Underground and I’m looking at an advertisement and I noticed that I used that image last week.

Also, before I got into search, in high school, I was doing graphic design for a magazine. I had that creative background. I’ll throw together images. We’ll create a lot of custom stuff to offset the stuckiness.

M: Yeah, I use a basic screen grab tool called Snagit but there’s a lot you can do to mess around to make it look a little bit different.

Going back to the content calendar. I’m generally not a type A personality but when it comes to content, I’m a little bit of a type-A personality only because I have so many things to do. So writing a piece of content I need to plan it out and if I don’t plan when I’ll write it and when I’ll post it, it just won’t get done. How do you balance the million things you need to do?

Y: We have content calendars and we have regular cadences of content for our clients but there’s room in there. We’re not going to go more than six weeks without a blog post, but we’re not going to publish on the fifth because the corporate guidelines say so. I’ve worked in that environment where the 10th of the month is email day.

There is something to be said for creating something your audience is coming to expect and then knowing what to expect from it being valuable. Generally, what we do with a content calendar is we’ll plan out three to six months of content ideas at a time. We’ll revisit those with the client at the top of the month and ask which one’s next. What’s resonating right now? Seasonally, especially right now with COVID, we scrapped content. For our medical clients, we were writing how to address emergencies or what to look out for. You have to be nimble, you have to be flexible.

We write ahead. When we onboard a new client, we might write ahead of time the first three or four months of content so we’re already ahead. So yes, I’m saying we’re not writing for the calendar, but we want that regular cadence and we want it to get approved. We also generally keep a backup piece of content on deck all the time. That way, if something has changed drastically In the landscape, in the business, or whatever, we’re not stuck where our content doesn’t work anymore and we have nothing. We have whatever is pre-approved backed up and ready to go.

M: Yeah, writing ahead is very important as it gives you a lot of flexibility. While recording this, we’re in the middle of the May 2020 Core Update, which means whatever I had planned to release next on my content calendar is scrapped as the core update article is coming next.

Y: I will say though, we had a client that we were working with where we did a content analysis. We basically identified the 80/20 thing where 20% of the content is getting 80% of the traffic. They had hundreds of articles from years of archives. So we repurposed the top 20% of their content and their new content from the previous six months. She was a prolific writer, she was an author, and she was a speaker so we built out a 15-18 month social media calendar. I mean, talk about Taipei and spreadsheets. I had all sorts of beautiful concatenation rules in this spreadsheet full of UTM tags for tracking. We were also rewriting captions. And at that point, the heavy lifting was done.

And having it available doesn’t mean we have to use it. When we were re-promoting the same piece of content on Twitter for a year it gets boring and stops resonating, but we have the option. I’d rather have more social to choose from than less.

M: That’s a nice balance of using repurposed old content where the users are amazed at all your content, but you wrote it three years ago.

Y: Evergreen content is good and refreshing content is definitely part of the process. We’re onboarding a new real estate client right now and we’re basically gutting their content. My afternoon today is dividing the website into the content to keep, the content to rewrite, and then the new content.

M: What are you looking for?

Y: I mean, they’re really only ranking for a lot of event content which is no longer relevant.

M: That’s not good. By the way, for everybody listening, just because you’re ranking well doesn’t mean that it’s good because you could be ranking for something totally irrelevant.

Y: Yeah. I like the planning stage. I like the data. There are some great tools out there for your content ideation. You asked me at the very beginning about my process and my steps. One of the things that I think is key is to get that you don’t want to convince your client why you need to do something. Build that trust, build that relationship, show them the data, but don’t show them a screenshot of Analytics that makes no sense to them. Speak their language.

There was a client we worked with which we took over from another agency and I asked them to send me some of their recent reports before we start the process. It turns out the agency mailed them quarterly a physical copy of their reporting. There were no email reports. It was just screenshots of Google Analytics.

M: That’s insane.

Y: And it goes both ways. Speak the language your clients speak but also speak the language your audience is speaking.

M: I wonder if you could talk about the content calendar again for a second because it just hit my mind. I **** content calendars, but do you ever think about the frequency of your posting in terms of authority? In other words, if I’m going to be a part of the conversation of let’s say local real estate, I want to be a part of the local real estate scene and if Google wants to see me as a reputable authority on it, then I need to post frequently enough for them to realize that I have a stake, I have a say and a sense of trust and authority because I’m posting often about it. I’m a very vocal proponent of whatever topic we’re talking about and you can clearly see that by how often I’m posting.

Y: I absolutely agree. I think that’s an area where your content distribution as well as your content creation comes into play. So we’ll leverage Google My Business for local related content. Our content isn’t just writing blog posts. We’re actually in the middle of writing neighborhood guides for our real estate client like walkability to school, best gym, best grocery store, and how many minutes to whatever. Going beyond that, we have a check-in. When a new store opens we have a spreadsheet of all the attributes that are in there. So if the barbershop closes down then we change that out in the content too. Then we refresh that content and we sort of weave it back into our social schedule too.

Another thing we do is, again, we do a lot of email for our clients, so if we have a new listing we can say not only is this the property, but we have this local guide. Again, going beyond that we’ve got great internal linking going on as well because we have content to link to. It’s not just a bunch of houses.

M: I’m wondering, when you’re creating really authoritative content and really prolific, deep lists of what’s going on locally, how do you take something like that, that’s really authoritative, very comprehensive, and push it on social media?

Y: Part of it is we’re selling a lifestyle, we’re selling a dream and the visual is important and that’s true of all content. It builds on what you were saying about the stock images. When I give a presentation, when I speak at events, I don’t like a lot of writing on my slides. It keeps that attention. We wrote a glossary that was boring, but the images are of people being lazy in bed with a cup of coffee or people at home reading a book. You **** up the images to the boring glossary content.

M: It’s so much to the point where what you write in a tweet sometimes is not nearly as important as what it looks like, even just the formatting of it.

Y: I have a bit of a pet peeve. I see this a lot in e-commerce where a big brand has a really cool visual like a beautiful lamp and you want to buy it so you swipe up or you click and it’s an email capture, but I say, “Nope. I would like to buy it please.” And then maybe I find the tiny little ‘x’ in the corner or maybe I don’t and then I get through to the landing page and it’s not the **** product I want to buy, it’s the product category. I’m literally ready on my phone to buy the thing and I can’t find it! Don’t bait and switch people with your content.

Optimize It or Disavow It



M: Either you’re targeting the overall reading level or you’re optimizing your H2s. Essentially, you’re either targeting your readers or your skimmers. What would you choose?

Y: Reading level because they’re the ones who are going to convert.

M: Yosef, thank you so much for coming on the show. I really appreciate it. This was as fun as anything.

Y: Real pleasure. Awesome. Thank you for having me.

SEO News [00:50:36 – 00:54:05]

 

Google to Limit Demographic Settings: Google is strongly limiting demographic targeting for advertisers running ads related to housing, employment, or personal credit. This includes targeting by zip code, gender, age, marital status, and parental status.

Google’s Reiterates Stance on Guest Post Links: Google reiterated that all links from a guest post should be nofollowed.

EU Requests Social Platforms to Combat False COVID-19 Info: The EU has asked Facebook, Twitter, and Google to produce a report on how they are combating false information related to COVID-19. All three platforms have said they will commit to the EU’s request.

Tune in next Tuesday for a new episode of The In Search SEO Podcast.

About The Author

The In Search SEO Podcast

In Search is a weekly SEO podcast featuring some of the biggest names in the search marketing industry.

Tune in to hear pure SEO insights with a ton of personality!

New episodes are released each Tuesday!





Source link

Google’s Continuous Scrolling Good News for Small Online Businesses

By | October 26, 2021


An exciting change is coming for Google users who search for information on their mobile devices.

Google announced on Oct. 14 that they would start using continuous scrolling on mobile search results pages. This will benefit users looking for the best content online as well as businesses who depend on the search engine for profits.

Keep reading this blog to learn more about continuous scrolling. We’ll discuss what it is, why Google has decided to switch to it, and what it could mean for small online businesses like yours.

What’s Continuous Scrolling?

Social media apps like TikTok and Instagram have been successfully using continuous scrolling for years. The format is more user-friendly and allows viewers to see more content.

Until this point, Google users could only access other pages by scrolling to the bottom and clicking on the next page number in blue.

While they could keep clicking and clicking for new pages, Google data cited in the recent announcement stated that most don’t go past the fourth page of results.

A 2020 Google study found that the click-through rate or CTR for results on the second page were less than 1% per position. Between the first page and tenth page, CTR drops from 46.9% to 1.5%.

Now, when a user reaches the end of a page on their mobile device, the next page of results will automatically load. The “See More” button will also appear later in the scrolling.

According to Google:

People can now seamlessly do this [find additional information], browsing through many different results, before needing to click the ‘See More’ button.

Here’s Why Google Is Changing Search Results

Google’s intention with continuous scrolling is to make “browsing search results more seamless and intuitive.”

Specifically, they want to help users find the right information when their search questions are “broad” and “open-ended.”

Users with these types of questions want to consider more results before making a decision. They could be conducting research, searching for a restaurant, or trying to find inspiration for a craft project.

The upgrade is also more in line with what users are accustomed to seeing on popular social media apps.

It will take some time for continuous scrolling to be available for all. According to Google, “this new search experience is starting to gradually roll out today for most English searches on mobile in the U.S

The Benefits to Small Online Businesses

Every change to Google’s platform has consequences for businesses who depend on it to sell products or services.

At The HOTH, we believe that the addition of continuous scrolling on mobile devices will be an advantage for small online businesses.

Our clients want to use SEO to appear higher in Google rankings. The work we do with content writing, guest posts, and link building help them reach the coveted first page of search results.

But, with continuous scrolling the first page won’t be as important.

Users will seamlessly be connected to the second, third, or fourth page. That content will likely experience a boost in clicks and traffic.

Getting to the first page may still be their goal but thanks to continuous scrolling they’ll also be finding new customers on other pages.

What Should You Do Next?

Are you wondering if your business should do anything different in light of continuous scrolling? Right now we recommend monitoring your analytics.

See how your content is performing on pages two to four. Once you get a sense of what’s happening, it may be wise to shift some resources to other content you never considered highlighting before.

Do you need help with writing killer content or reexamining your strategy? Simply book a free consultation call with one of our experts to get started.





Source link

كلمات اغنية مجنون الحب منصور الوايلي

By | October 26, 2021

كلمات اغنية مجنون الحب منصور الوايلي بأكملها وذلك للقراءة والحفظ او للمراجعة، وليس بها اي اخطاء املائية نتمنى ان تنال اعجابكم.

News SEO: Popular Topics, *** Takes & Expert Tips

By | October 26, 2021


How can you consistently lead the news in search when *** stories are breaking?

That’s a difficult enough task on its own. But publishing success isn’t only about dominating in Google News. Far from it.

Building a viable news business requires multiple revenue streams powered by evergreen content, informational/educational resources, and ongoing audience engagement, as well.

SEO for news organizations is a unique beast, and it’s a space that moves at breakneck speed.

Marketers in this space are constantly being challenged by new features and opportunities in search, savvy competitors, and Google’s ever-evolving understanding of what makes news… well, newsworthy.

Here’s just a small taste of the interesting conversations you may have missed on the first day of NESS, the inaugural news SEO conference from the NewsSEO.io community.

1. E-A-T and News SEO with Lily Ray

“Google News and Google Discover are probably the two areas where E-A-T matters the most,” said Lily Ray, Sr. Director of SEO and Head of Organic Research at Amsive Digital.

Advertisement

Continue Reading Below

Lily shared tips from Danny Sullivan’s recent GNI Community News Summit presentation in her discussion of the importance of E-A-T in news ranking.

Google doesn’t want to see all news articles authored generically “By Staff,” he had said. Show readers and search engines who is behind your content.

Google builds up an understanding of your site’s authority over time and doesn’t necessarily understand the concept of brand, either.

Some believe that big brands have an inherent ranking advantage. But in organic and particularly for news, Google develops an understanding of which topics the site demonstrates E-A-T for, instead, Ray explained.

Tag pages are one of the greatest untapped opportunities in SEO, Ray said in her presentation, to the extent that it’s one of the first things she looks at with a new client in publishing.

She used an example from People.com to illustrate how publishers can optimize tag pages by adding FAQs, videos, images, related tags, and more.

Advertisement

Continue Reading Below

Ray also recommended that publishers break out their tag pages and check topical performance.

Creating more content on a topic you aren’t ranking well on could be a waste of resources, she explained. And poor tag page performance could be an indicator that Google doesn’t perceive much E-A-T in your content on that topic.

Later in her presentation, Ray shared that she has seen content that doesn’t do well in organic perform better in Discover. This causes her to question whether Google has a different E-A-T calculation or weighting for Discover content, she said.

You should therefore target and optimize for organic search and Discovery separately.

Articles that pose a question in the title tend to do well in Discover, for example.

Related: A Guide to Optimizing for Google News, Top Stories, and Discover

2. Making Good Use of Google Tools & Schema Markup for News SEO

Valentin Cornez is the ​​Global Lead and Co-founder of Google Insights tools for publishers.

In his presentation, Cornez shared, “Most news publications are not applying the write markup on their pages. We recommend that publishers have the proper news schema on all pages.”

He added, “If you have video on your site, use the video object markup. Make sure you’re maximizing your chances to appear in rich snippets.”

Valentin recommends that publishers use the free tools Google makes available as part of its Google News Initiative:

Google News Initiative free tools for news publishers

3. Fresh vs. Evergreen Content Tips From The New York Times

“Keep the timestamp fresh. In a breaking news situation, readers don’t want to see an outdated timestamp. Freshness is key,” advised Christine Liang, Senior Director of SEO at The New York Times, in her presentation.

Advertisement

Continue Reading Below

What can trigger a timestamp update?

  • Rewrite the meta description.
  • Add new quotes.
  • Swap out images.
  • Embed videos.

For evergreen content, NYTimes uses the format /article/ in place of the /year/month/**** format used for time-sensitive news.

Liang added that she’s seen other news organizations drop the folder and have the evergreen live right on the root level.

Realted: What Is Evergreen Content & Why Should You Care?

4. Experts Debate Dates in URLs: Yay or Nay?

In addition to his excellent presentation, Barry Adams was on hand throughout the NESS event to respond to attendee questions. One participant asked whether dates should appear in URLs, either for news or evergreen content?

“I’m not a fan of dates in URLs but I’ve seen publishers that use them and it doesn’t seem to hinder rankings at all,” Adams responded.

“Also, Google SERPs don’t really show URLs anymore, so having the **** in there is not directly visible to end users before the click,” he added.

Advertisement

Continue Reading Below

“One of the problems I have seen with dates in URLs is that Google is showing the wrong **** in the SERPs,” Dan Smullen from Mediahuis IRL commented in the event chat.

Attendees from Conde Nast, Future PLC, and other media companies confirmed they see this, too.

Liang said, “Inaccurate datestamp is a major headache. we try to remove as many conflicting datestamp signals as possible (or at least try to align them) on the page.”

And Kyle Sutton from the USA TODAY network said, “Google may also display a prominent **** on the page, like original publish time, which can make a story look artificially dated even if it’s been consistently updated.”

The above conversation prompted Edward Hyatt from the Wall Street Journal to ask of the group, “Do we think that dates in URLs are thing of the past? Or important moving forward?”

The consensus among those who responded was that any SEO impact from having a **** in the URL is a thing of the past, with one simply saying, “Dinosaur.”

Advertisement

Continue Reading Below

Mara Model of Hearst Magazines expanded on the sentiment and explained, “I think dates in the URL were once impactful – Google liking brand new content. Now I think it has reverted back to no dates in the URL and having legacy content perform. Just my opinion.”

5. Promotional Links in News Content

Melissa Fach from Kelley Blue Book and Autotrader asked, “Can the internal links you use in editorial or evergreen content, say for example, to push someone to buy a product, impact Google News inclusion? Do those links impact authority?”

Both Ray, who was giving Q&A, and event organizer John Shehata agreed that the inclusion of promotional links in editorial or evergreen content will not negatively impact Google’s perception of your site’s authority.

However – and this is a big caveat – that is assuming that you are using the proper Sponsored or NoFollow tags for those links.

The biggest consideration is that you’re clearly demonstrating the trustworthiness of your content, they said.

Advertisement

Continue Reading Below

Related: When to Use Nofollow on Links & When Not To

More *** News SEO Topics from NESS

When asked which NESS teachings were surprisingly or particularly important, Oleg Korneitchouk from Business Insider said, “Speed and being first to publish are so important that you are better off publishing a short blurb just to be first, then updating article later (which also helps with the timestamp + maybe headline bumps).”

Getting visitors to sign up for your newsletter is essential, too. To that end, NESS tweeted:

Technical SEO “knowledge bombs” dropped by Barry Adams were insight gold for news SEO, where fast indexing wins the race, said Dan Smullen.

“The impact of optimizing server response times, & monitoring Adsbot crawl activity in GSC can both negatively impact crawl budget,” he tweeted.

Smullen also highlighted Liang’s advice on publishing breaking stories in chunks of 50-100 words of text spaced out in ongoing updates as a top takeaway from the first day of NESS.

Advertisement

Continue Reading Below

NESS is put on by NewsSEO.io, an organization described as “the largest FREE online collaboration community for all SEOs, Audience Development & editorial teams working for publishers, news & media sites.”


Featured image: Viktoria Kurpas/Shutterstock





Source link : Searchenginejournal.com

Presentation: (SEO) Signals Speak | TechnicalSEO.com

By | October 26, 2021


FoundConf – September 26th, 2018

The post (SEO) Signals Speak appeared first on TechnicalSEO.com.



Source link