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SEO Website Audit: How to Prepare for an Effective Strategy

online marketing seo auditAn SEO audit is an essential part of any digital marketing strategy. You want to your website to attract as many visitors from search engines as possible. But to improve, you need to know where your website stands today. What are its strengths? What are the weaknesses? The data provides the perspective that we need to help you use an effective strategy to:

  • Improve your search engine positions (top rankings)
  • Increase your website traffic
  • Generate more leads and sales
  • Support your brand with more visibility

At the end, you should come up with initial findings and highlight with something like:

Executive Summary

  • Refine the keywords; create a priority set you can track
  • Focus on one H1 per page (visible content headline with more keywords)
  • Add content to some specific pages
  • Create new content to support keywords
  • Improve internal cross-linking
  • Improve image naming and the image alternative text
  • Consider gated content for lead generation (more brief forms for unique how-to guides)
  • Add unique meta descriptions
  • Pursue more inbound links (blogs, other websites)
  • Review blog structure, categories
  • Update robots.txt file
  • Monitor website performance with Google’s Search Engine Console (formerly called Webmaster Tools).
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5 SEO and Local Search Realities for Confused Marketers

google local search rankingsSure, you've been in business 10 years and you're good at what you do. You have tons of website pages about your range of services and specialties for kids and adults.

1. But sometimes it seems that no one is searching for your services.

Take this example: Google has some public data that suggests people search for "dentist columbus ohio" an average of 1,000 times a month.

But what about "columbus ohio veneers?" Nothing.

And if you're in a suburb like Worthington, Google claims there are 50 searches for "dentist worthington ohio."

2. People do search for words even when Google claims they're not.

The fact is, someone could search for "Columbus root canal prices." And if your website addresses that, you might want well and get a new patient. And while you collect your money, Google will show that no one is searching for that keyword phrase.

How can that be?… Read more

A Simple SEO Plan for 2018: Are You Up to the Task?

seo strategy in 2018You will hear a lot of buzz about what's important for SEO in 2018.

It still comes down to authoritative content and backlinks. Small websites with limited text and hardly any inbound links just can't rank well for competitive phrases.

My advice for SEO in 2018:

1. Take stock of your website.
2. Are you using the SEO  best practices for page titles, page headers, images and more?
3. What's your link building strategy? Are you getting links by creating original content and appealing to some of your industry contacts for links?
4. How often do you update your content? Does it just describe what you do or do you educate your visitors and solve their problems?
5. It's good to have a niche to stand out and build a relevant audience. But if you sell similar products and services, it doesn't mean you can't be distinctive. Offer advice others aren't handing out.… Read more

Google Search Engine Results Pages (SERPs) Bury Natural SEO Rankings

seo marketing strategy and Google rankings in 2018With Google search engine results pages (SERPs), I think it will get worse over time as if it's not already bad.

From up to four ads at the top (they used to be on the right) to lists of "People Also Ask" questions, your #1 organic result really isn't #1 anymore. Think more like #5 or even #7. You need to scroll and scroll to actually see the famous first 10 natural search results.

I detail the problem with SEO rankings and include links to some other resources in a new Content Marketing Institute article, SEO Marketing Strategy: Tips for Success in 2018.

What's the bottom line? Don't view SEO as a one and done exercise. Analyze data to know when you can modify your SEO efforts and when it's best to create some new content.

If you can't get a #1 to be a real #1 anymore, you may as well land some other Top 10 results instead of settling for keyword rankings that don't accomplish anything.… Read more

54 Content Writing Tips and Tools

If you develop content, you might want to check out my updated and expanded guest post at Content Marketing Institute.

"54 Content Writing Examples, Tools, Tips, and Resources" includes practical advice and a wide assortment of ideas and tools you can use to spark creativity and ensure that you're producing first-rate work.

Suggestions include:

  • Focus on actionable content that someone can use in their lives or jobs right away.
  • Write in first-person or second-person.
  • Be careful with humor, which can fall flat for the reader.
  • Use profanity rarely because it can throw off someone who may wonder why the content includes those words.
  • Don’t be so creative that a reader struggles to detect your main point.

content-writing-examples-tools-tips

 

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