in Reading

Reading Best of inbound: April to June

April

Anchor Text Optimisation Best Practices

  • Variation: synonyms, plural/singular, adjectives, combine keywords, natural language,
  • Branded keywords
  • Natural links: click here, go, link, url
  • Onsite: self-explanatory title tag, URL, h1 tag

Ultimate Guide to Increasing Ecommerce CR

  • Great product presentation: HQ images, copy, videos, customazation
  • Free shipping(!)
  • Clear sales and special offers
  • Make it easy to buy: no registration required, fast support, etc.
  • Persistent shopping cart
  • Offer live chat / support
  • Process indicators: 3 easy steps, for example
  • Offer multiple payment options
  • Improve your search(!!)
  • Create better filters
  • Product reviews
  • Test: UX, A/B, MVT

Ecommerce SEO in 2012

  • Content creation became very important
  • G+ is become more important thanks to rich SERPs
  • Schemas, XML Sitemaps and Site speed
  • Product can be content: esp. customization, product hacks, APIs, UGC, etc.
  • Videos

On-Page Optimization of Ecommerce Websites

  • Customer reviews: collect them, negative reviews are great
  • Q&A content
  • Incentivize social sharing; think about affiliates in an other way
  • Breadcrumb navigation
  • Phone number as trust and support signal

May

Noob Guide to Link Building

  • Your highest anchor text distribution should be branded
  • Use share of voice to calculate possible financial impact of higher ranking
  • Special content
    • Egobait: crowd sourcing, best of, interviews, awards
    • Data viz, e.g. infographics, videographic – precontact influencers
    • Ebook and guest post
    • Blog contest
    • Throw an event: meetup, conference, party, dinner
  • Learn about your audience: social listening, Facebook, prospecting
  • Quick wins
    • Ask for links
    • Profile links
    • Directories
    • Local organizations: BBB, Chamber of Commerce, etc.
    • Joining the conversation: boards, blog commenting, Q&A

June

How to perform a great SEO Audit

  • Start crawling the website as bot (no css, cookies, JS)
  • Accessibility
    • Robots: .txt, meta tags
    • Errors
    • XML Sitemap
    • Flash / JS
    • Site performance
  • Indexability
    • site:example.org vs. actual counts
    • Are you ranking well for branded searches?
    • Penalized? Check first, if the page is really penalized
  • On Page Factors
    • URLs: short (<115chars), relevant keywords, subfolders, use hyphens instead of underscores
    • Check for duplicate content (parameters in URLs)
    • Content: at least 300 words, it is valuable?, keywords?, easily readable?, indexiable?
    • HTML: Markup, titles, meta-description, h1, frames, canonical?
    • Images: alt tag and file name
    • Outlinks: trustworthy sites, relevant, anchor text, links broken?
  • Off Page Factors
    • Popularity: gaining traffic, compare to others and backlinks
    • Trustworthyness: Google’s safe browsing, siteadvisor, hidden keywords
    • Backlinks: how many unique root domains? What percentage if nofollow? Natural anchor text distribution? Relevant backlinks? How popular/trustworthy/authoritative are the backlinks?
    • Social Engagement: retweets, +1s, fb likes, etc.
  • CI (see next section)

Guide to Competitive Research

  • Questions:
    • What is their link building strategy?
    • How do they use social media?
    • SWOT their strategy
    • How do these elements work together, i.e. digital strategy
  • Backlinks
    • Top Backlinks: What can are they?
    • General Backlinks: Content marketing, guest blogs, etc?
  • Anchor text: distribution, coupled terms, branded?
  • Link Building
    • Press releases
    • Directory submissions
    • Blogger outreach
    • Content marketing
    • Infographics
    • Social bookmarks
    • Local influences
  • Social Media
    • Where are they active?
    • How do they promote their estate?
  • Observe continuously: google alerts, twitter search, etc.

Guide to Link Building with Local Events

  • Event page on your website: info about the event, etc.
  • Find event directories for your city
  • Look out for event data providers
  • Always do CI
  • Search for local blogs / groups who could be interested in your event
  • Advanced: 2nd tier linking the event site, citation building with your local address, schemas, search for external speakers
  • Build a email list, create wrap-ups, ask for links
  • My tip: encourage attendants to blog and twitter about the event

Write a Comment

Comment