Episode 7 | The Future of SEO in 2017

the SEO Tear Down with Scott GombarEpisode 7 | The Future of SEO in 2017

2017 is rapidly approaching so it only seemed logical that it was time to discuss the near future of SEO and what business owners need to look out for.  SEO evolves all the time.  The days of keyword stuffing and adding your website URL to every website possible no matter the relevancy or quality are gone.  Shockingly some website owners…and SEOs, are still using these methods.

Here are the 7 areas that we discussed during this episode of the SEO Tear Down:

  1. The ImportanIce of Social Content (Sharing)
  2. Videos Rule the Roost
  3. Mobile Optimization Becomes Critical
  4. Voice Search Functionality
  5. Content Aggregation Becomes Bigger & Badder
  6. Mobile Apps Continue to Grow
  7. Local SEO Dominates Your World

 

I found this infographic to use as a discussion point.  Thank You, Caliber Marketing

7 SEO Trends for 2017

 

the SEO Tear Down with Scott Gombar

Episode 6 | 4 SEO Strategies to Beat Your Competition

the SEO Tear Down with Scott GombarThis week we discussed a blog post I found about the 5 Best Ways to Beat Your Competition Using SEO.  After reviewing the article I discovered they only listed 4 methods but I analyzed them and provided additional information.  Here is a short synopsis:

 

  1. Know Your Competition:  When it comes to SEO you should know what your competition is doing and stay ahead of the game.  If you fall asleep at the wheel it’s easy for a competitor to leapfrog you.  If you’re doing everything right and staying ahead of the game and staying informed then you really won’t have to worry about it but if you (or your SEO person) slips you may find yourself looking up.
  2. Content is King:  I’ve probably written about Content Being King at least a half dozen times in the last 2 years so it’s no secret.  What some SEO people don’t tell you is that content comes in several shapes and forms and you should do your best to use all of them.
  3. Monitor Backlinks:  If you listened to me over the last few weeks or read this blog post then you know this is not AS IMPORTANT as it used to be but you should still do your due diligence.  Penguin 4.0 addressed link and now you are much less likely to be penalized.
  4. Keyword Planning:  Yes keywords are still relevant but not in the way they were 5 years ago, or even 5 months ago.  Research different variations of your keywords and use several.  Don’t use the one keyword, one content method of keyword planning.

I also talked briefly about a new Google AdWord type of campaign that will be rolling out.  Soon you will be able to create Click to Text Ads.  I will create a video on that as soon as I am able to.

Watch & Learn.  Remember, if you want your website to be featured on the SEO Tear Down then sign up here.

One Simple Step to Eliminate the Marketing Funnel Immediately

One Simple Step to Eliminate the Marketing Funnel Immediately

marketing funnel elimination with Google AdWordsIt is a well-known fact in the AdWords community that Google has dramatically improved the AdWords platform over the last year couple of years.  Outside of the AdWords community it is not so well known.  As an AdWords Certified Partner (as I write this I remember I need to retake two of my exams as they have expired) I am constantly updated, trained and tested on my knowledge of the new additions as well as the removal of some things.

One of the things that Google added about a year and a half ago was call-only ads.  I am writing about it today because I still talk to people almost daily who are unaware of this type of ad. It doesn’t really surprise me because let’s face it; you shouldn’t have to try to keep up with the changes in the Google eco-system.

Now you’re wondering what does that have to do with the traditional marketing funnel.  It’s actually quite simple.  The traditional marketing funnel may vary depending on who you talk to but in most cases, there are six phases that require multiple touches and time to drive a potential sale through the funnel.

Lead nurturing can take a lot of time and energy and while some people will tell you that it is a waste of time I think it’s more important than ever.  With that being said there is a way to eliminate the marketing funnel.

Eliminate the Marketing Funnel

As mentioned before there are 6 steps in the traditional marketing funnel.  They are:

  1. Awareness-at the top of the funnel, and where you deal with the most people, is where you build your brand and make people aware that your business exists.
  2. Consideration-the funnel narrows a little and you’re now educating your audience about your product or service.
  3. Preference-Your audience begins to interact more with your business. They start engaging more, asking more questions or getting more information.
  4. Action-This is usually the purchase step. You’re not really done here though because it’s easier to retain a customer than it is to get a new one.  Exhausted yet?
  5. Loyalty-Now that the client has made a purchase what have you done to keep the client and turn them into a loyal member of your audience.
  6. Advocacy-These are the people who got your back in the business world. They leave reviews, refer more business to you, drive traffic to your website, etc..

You can see why the marketing funnel is still important.  Step 6 is a very powerful step.  What if I told you with Call Only ads you can eliminate steps 1-4?  Here’s how call only ads work.

Google still accounts for 65-70% of search today.  As of May 2015, more search happened on mobile than on desktop.  Combine both of those statements and you can understand why acknowledging mobile search is extremely important.

At the top of a Google Search Results Page is 4 ads.  They appear before anything else on the page.

What if your ad showed up at the top of the page and the link to the ad called your business directly.   You’ve just eliminated the marketing funnel and you are now talking directly to someone who wants to make a purchase.

Marketing Funnel Eliminated!

marketing funnel eliminated

 

 

 

 

 

 

 

 

I’ve created a 5-minute video to quickly show you how to set up a call only ad in AdWords.  Hope it helps.

Episode 5 | 13 Proven SEO Keyword Strategies to Conquer Google

the SEO Tear Down with Scott GombarThis week we talked about how Google determines who ranks higher for keywords, or why your keyword ranking has dropped.  There are over 200 ranking factors for Google but we only had time for about 8.  Here are some of the things to look for:

  • Is the Keyword in the URL?
  • Is the Keyword on the web page a few times?
  • Is the Keyword in the title?
  • Is the Keyword in the meta description?
  • Do images on the page have the keyword in the alt/title tags?
  • How old is the domain?
  • How long was the domain registered for?
  • Is the content up to date?
  • Engagement? Is the content being shared or commented on (not by spam)?
  • Is the content relevant to the website?
  • Is the content written with the audience in mind?
  • Are their high-quality backlinks to the web page?
  • Page Speed. Mobile. Amp (Google claims Amp is not a ranking factor..yet).

We also discussed what you should ask when deciding on an SEO for your website.

Beyond searching for a good SEO on the internet here’re a few things to consider:

  • Do they develop content around SEO and is it up to date?
  • Do they have a reputation? Will they offer references?
  • Reviews
  • Will they explain to you how they handle SEO?

These are some of the questions you can ask. If the SEO promises to get you to number 1 on Google within a short period of time run away, far away. While it is possible it is not likely without trying to game the system and that could cost you in the long run.

Another trick you can use. Go to WHOIS Search, Domain Name, Website, and IP Tools and see how long they own their domain. Any good SEO will purchase their domain for multiple years.

Lastly, even after they are done run an audit on your site to be sure they did everything they said they would do. It’s not hard to find a free audit service. I have one on my site.Free Digital Marketing Audit | Scott Gombar

Episode 4 | 2 Things to Implement for Google’s Rankbrain

It’s all the rage…Google Rankbrain.  Wait, you never heard of it?  Ohhhh.  Well those of us that help businesses with SEO have been hearing about Rankbrain for a while now.  It was introduced to the Google core Algorithm a year ago and today accounts for 15-30% of all search query results.

Rankbrain returns search results based on what it thinks the searcher intended to search for, not the actual search query.  It uses Artificial Intelligence to return a result using a combination of things.  In other words, it’s supposed to mimic human search behavior.

In this episode of SEO Tear Down, I discuss what Rankbrain is, what it’s purpose really is and two things you should apply to your SEO Efforts today to continue a successful SEO program.  Believe it or not, the answers are quite easy.

  1. Don’t develop content for one keyword phrase
  2. Develop content for humans, not computers.

Watch & Learn.  Remember, if you want your website to be featured on the SEO Tear Down then sign up here.