animals搜索引擎优化

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EachWSIFranchiseisanindependentlyownedandoperatedbusiness.
Writtenby:AndreSavoie,DigitalMarketingExpertCopyright2013WSI.
Allrightsreserved.
EachWSIFranchiseisanindependentlyownedandoperatedbusiness.
SEO:IT'SNOTDEADHasearningtoprankingsonGoogleandothersearchenginesbecomesomethingyoucanlegitimatelydoyourself(orin-house)ifyou'rewillingtoread,studyandlearnIfnot,isitstillnecessarytohireconsultantsormarketingfirmsthathaveexpertiseinthetechniquesusedtoobtainthesetoprankingsOrisSEOjustsimplyathingofthepast,andnolongerworthpursuingTherealityisthatsearchmarketingisbecomingamoresignificantdriverofbusinessandmarketshareexpansionthaniteverhasbeeninthepast.
WhileSEOisnotthecompleteanswer(asacompanymusthaveasolidPPCstrategyaswell)ifdonewell,itcanprovidecompanieswithanoutstandingreturnoninvestment.
Unfortunately,ifdonepoorly,SEOcanhaveadramaticallynegativeimpactonabusiness(whichwe'llcoverlaterwhenwediscussPandaandPenguin).
SEOconsultantsandcompaniesarequicktotalkaboutthetricksandtechniquestheyusetohelpyourwebsitemagicallyfloatupthesearchrankings,butwhattheyseldomwarnyouofishowthesesametechniquesareresultingincompaniesbeingkickedoutofGoogle'ssearchrankingscompletely.
Andthatundoingthedamagecancostmanytimesmorethanyoupaidthesearchconsultingfirminthebeginning.
Butaswithmostthings,thedifferencebetweenthe"black-hat"techniquesthatexposecompaniestothewrathofGoogle,andtheGoogleendorsedmethods(whatWSIreferstoasAdaptiveSEO)arenotsimpletounderstandonthesurface.
Afterall,assumingyouevenknowwhatGoogle'sSearchQualityGuidelinesare,orwhatgreatcontentisandhowtoproduceit,ifnoonevisitsyourwebsite,willitmatterThesimpleanswerisno.
Thefirstquestionbusinessownersandexecutivesusuallyaskis"howdoIgettothetopofGooglerankings",followedcloselyby"howlongisthisgoingtotake"Therealityisthattherearenosimpleanswerstothesequestions,anddefinitelyno"onesizefitsall"strategy.
Thoseofuswhohavedonethislongenoughhaveseenmanycasesofthesamestrategyworkquicklyforonewebsiteandtakinglonger(ornotworkatall)foranothersitetoknowthateachcaseisunique.
Withallthissaid,it'seasytounderstandwhythevastamountofinformationfloatingaroundmightencouragebusinessownersandmanagerstobelievetheycanmanagetheironlinemarketingin-house.
Buttherealityisthatthecompetitionforthetopspacesinsearchresultshasneverbeenmorecrowded,morecompetitive,andfasterchangingthanitistoday.
Infact,withallthingsbeingconsidered,onecouldmaketheargumentthatbusinessesneedoutsidehelpnowmorethanever.
Let'sfindoutwhy,andwhatyoucandoaboutit.
Eversincepeoplebegantotakenoticeofthecommonfactorsthatweresharedamongwebsitesthatranked,thoseintheindustrybegancobblingtogether"bestpractices"or"howtoguides"thatlistedthesecommonfactorsandexplainedhowmasteringthemwouldensureyoursiterankswell.
Forinstance,earlyon,peoplebegantonoticethatplacingkeywordswithinthecertainsnippetsofcodeontheirwebsitescalled"metatags"seemedtohaveapositiveimpactonrankings.
Thosewebsiteswhichhadlotsofgoodkeywordsrankedwell,andsoitbecame"bestpractice"toplaceasmanykeywordsaspossibleintheseareasofthewebsite.
Lateron,thisbecameknownas"keywordstuffing"andisnowfrownedupon.
However,thecyclewhichledtotheadventofkeywordstuffinghasbeenrepeatedoverandoveragainbythosewhoaresupposedlyexpertsinthefield.
Afterkeywordstuffingcametheadventoflinkfarms,afterlinkfarmscamecontentfarms,andonitgoes.
AllofthisleadsustoRule#1inSEO.
Copyright2013WSI.
Allrightsreserved.
EachWSIFranchiseisanindependentlyownedandoperatedbusiness.
SEO:IT'SNOTDEADEversincepeoplebegantocorrelatetheimpactofminorchangestheymadeontheirwebsitestobetterrankings,thedangerousnotionhastakenrootthattheseminorchangesmustsomehowbethemagicreasonfortheimprovements,andthatmoreofthismagicformulamustbeagoodthing.
Whilethisseemslikesoundlogic,therealityisthattherearehundredsoffactorswhichdeterminehowwebsitesrank,andGoogle(oranyothersearchengine)hasnotpubliclydisclosedthesefactorstoanyone.
Forbusinessowners,thismeansthatyoucan'tcrackGoogle'scode,orlatchontoonethingthatyoufoundonawebsitethatisonlyopenforalimitedtime,andissosuccessfulthattheycan'tshareitwiththepublic.
Thereareno"getrichquick"schemeswhenitcomestoGooglerankings,andyoucan'tbeatthesystem.
Theonlywayistodoitthehardway.
AsifGoogleneededtoprovethevalidityofSEORule#1,inthelastfewyearstheyhaveintroducedmonumentalchangestotheirrankingalgorithmsusingthenamesofcute,cuddlyanimalstosomehowsoftentheblow.
Theironyisthatascuteasapandaorapenguincanbe,manywebsiteownerswerefinanciallydevastatedbytheimpactofthesechangesastheyhelplesslywatchedtheirwebsiterankingsplummetinaveryshorttimeframe.
YoucanreadeverythingthereistoknowabouttheseupdatesbydoingaquickGooglesearch,butforthepurposesofthisbookthemostimportantthingtounderstandisthattherealimpactofthePandaandPenguinupdatesisthattheyhavere-definedwhatisconsidered"goodquality"workontheweb.
Google'sprimarygoalhasalwaysbeentodeliverusersthe"best"websitesthatmatchtheirsearchquery,andPandaandPenguinoffernewstandardsforwhatqualifiesasthebest.
ThePandaupdatecreatedanewsetofguidelinesforwhatqualifiesas"highquality"content.
However,forthosewhoarenotfamiliarwithit(includingmanySEOcompanieswhostilldelivertheirservicesusingpre-Pandatechniques),itmightbeeasiertolistwhatdoesnotqualify.
Specifically,Pandawasoriginallycreatedtoreducethevisibilityofwebsiteswhoproducedlotsofcontentthatwaslightlywrittenonagiventopic.
Forinstance,theyrationedthatyoucouldnotwriteagoodarticleon"Whattodoafteradivorce"in300wordsorless,andsotheybeganrootingoutthesetypesofsiteswhichcreatedlotsofcontentthatwasn'tverythoroughinfavorofmoredetailedtreatmentsofthesetopics.
Overthelastyearorso,Pandahasbeenthroughseveralupdatesanditseemstheguidelinescontinuetogetmorespecific.
TheendresultisthatGooglehassentaveryloudmessagethattheywanttoseewebsiteownersproducein-depth,highqualitycontentthatitsuserswillbenefitfromreading.
ThePenguinupdatedealtwithqualityguidelinesaswell,butspecificallyaddressedtheareaoflinkbuilding.
Thiswholetopicoflinksdeservesitsownwhitepaper,buttheendresultwasverysimilar.
Websitesthathadpreviouslybenefittedfromobtaininglotsoflinksfromlowqualitysourceswerenegativelyimpacted.
WithPenguin,Googlesetguidelinesforwhatahighqualityor"earned"linkshouldlooklike,somethingwhichhadneverbeenestablishedbefore.
Theunfortunatethingisthatmuchliketryingtodefinebeauty,Google'sattempttodefinequalityhasleftalotofroomfordebateamongthosewhofollowsuchthings.
Theover-archingthemewasthatwebsiteswouldberewardedforproducinghighqualitycontentandearninglegitimatehighvaluelinks,andtherealquestionthenbecomeswhatishighCopyright2013WSI.
Allrightsreserved.
EachWSIFranchiseisanindependentlyownedandoperatedbusiness.
SEO:IT'SNOTDEADqualitycontent,andhowdoyoufindthetimetocreateitorearnalinkforthisThesumofallthesechangesisthatGooglewantedtoreinforceSEORule#1,andtointroduceustoSEORule#2.
Afterreadingallofthis,wewon'tblameyouifyouwonderwhattheheckyoushouldbedoingifyouwanttoimproveyouronlinevisibility.
Don'tfeelalone,manyotherbusinessownersandentrepreneursarewonderingthesamething.
Therealityisthattheonestrategywhichneverseemstogooutofstyle,nomatterhowfarbackyoustudytheInternet,isthatifyouwantGoogletorewardyoursiteandbringyouthosethrongsofeagervisitors,youmustcreatesomethingofvalue,somethingpeoplegenuinelywanttoreadandmightsharewithothers.
ThisbringsustoSEORule#2.
Firstlet'sexploretheconceptofvaluebasedcontentmarketinganddefinewhatitis,andwhatitisn't.
WhatisValue-BasedMarketingInanutshell,mostexpertssimplifythedrivingforcebehindtheInternetasthesearchforanswerstoproblemsorquestions.
Ifsomeonewantstofindoutthebestwaytocutachicken,theysearchtheInternetforarticles,recipesandevenvideosshowinghowtoprepare,cutandevencookthechicken.
Thissimpleactofsearchingforanswersshouldbeanimportantconceptforbusinessownerstograsp,asthegoaloftheirwebsiteshouldbetocreateandofferthekindofcontentthatanswersthequestionsofpotentialcustomers.
Chancesarethatyourcoreproductorservicesolvesaprobleminsomeone'slife,andyourgoalshouldbetofocusonhelpingpeoplefindanswerstothoseproblems.
Inpracticalterms,thismeanstakingthetimetoresearchwhoyourcustomersare,andthenidentifyingtheirproblemsorconcerns.
Withintheindustryweuseafancywordforthiscalled"personas"orprofilesofthetypicaltypesofcustomerseachbusinesshas.
Byidentifyingthosepersonasyoucanthendoabetterjobofcreatingtargeted,valuebasedcontentthattheywillwanttofindandactuallyread.
Let'stakeanexampleofahomebuildingcompany;someoftheircustomersarenewfamilies,someareemptynesters.
Iftheywanttoappealtoboth,theyshouldprobablycreatecontentthatexplainshowtheirhomesareagoodfitforeithernewfamiliesoremptynesters.
Istheneighborhoodlowincrime,doesithavegoodschools,oraretherepatiohomeswithsmallyardsthatwouldbeeasytomaintainAllofthesewouldmakegood,value-basedcontentforawebsite.
Now,thatdoesn'tmeanyouhavetogiveawayallyourtradesecretsforfreeontheInternet.
Ideally,youshouldgiveyourwebsitevisitorsenoughvaluableinformationsothatyoucandemonstrateyourexpertise,andoffertofixtheproblemiftheyareunabletofixitthemselvesorarelookingforavendortodoso.
Copyright2013WSI.
Allrightsreserved.
EachWSIFranchiseisanindependentlyownedandoperatedbusiness.
SEO:IT'SNOTDEADWhatValue-BasedMarketingisNOT.
Aswediscussedearlier,whenpeoplefindacorrelationbetweenwhattheydoandwebsiteimprovements,itusuallyleadstodoingmoreofit.
Andwhenitcomestocontentmarketing,companieshavebeentryingtowritelotsofwebsitepagesdesignedspecificallyforsearchenginesthatwouldgetrankingsforcertainphrases.
ThispracticeisultimatelywhatledGoogletothePandaupdateinthefirstplaceaswebsitesputuphundredsorthousandsofpagesthatwerewrittenforaspecifickeywordbutofferedlittleornovaluetothecustomer.
YetthisispreciselytheapproachmanySEOconsultingfirmsarestilltakingtoday!
Withthisinmind,wecansafelysaythatvalue-basedcontentmarketingisNOTwritingpagesjustforsearchengines,orjusttosayyouareaddingnewcontenttoyourwebsite.
Thechallengethenbecomestodefinewhatconstitutesvaluablecontentforyourbusinessandyourcustomers,andtosetaboutwiththegoalofcreatingthattypeofcontent.
FoundationalSEO–whatWSIreferstoasAdaptiveSEO–addressestoallthelittlethingswhichcreateaneffectivewebsitethatisbothoptimizedforsearchandforusers.
Let'sgointothespecificshere:FullSEOAuditWithallofthechangesthathavetakenplaceoverthelast12monthsintheonlineworld,it'sagoodideatostartwithathoroughauditofyourwebsiteoptimizationactivities.
Thisincludes:Evaluatingthetypesofcontentyouhaveonyourwebsiteanddecidingwhetheryouhaveworthwhilecontentorifitneedstobeimproved.
Checkingyourwebsitestructureforduplicatecontent,archives,tagsandcategorieswhichmaybehurtingyourrankings.
Analyzingyourlinkprofiletoevaluatewhetherornotpasteffortstogainmorelinksmaybeholdingbackyoursite.
MakeSureBasicSEOWorkisDoneCorrectlyYourwebsiteshouldhavegoodmetadatathatisdifferentforeachpage,andideallythatmetadatalocalizedforthelocationsyouserveifyouhavealocalbusiness.
OnpagefactorssuchasH1andH2tagsandaminimumamountofinternallinkingshouldbedoneproperly.
Youraddressandphonenumbershouldbeeasilyvisibleoneachpagesowebsiteusersdonothavetogosearchingforit.
Copyright2013WSI.
Allrightsreserved.
EachWSIFranchiseisanindependentlyownedandoperatedbusiness.
SEO:IT'SNOTDEADMobile-FriendlyDesignIfyouhaveaccesstoatrackingprogramsuchasGoogleAnalytics,it'stimetolookatthosenumberstoseehowyourmobileusersaredoingwhentheyvisityoursite.
Ifnot,thesimpletestistopullupyoursiteonamobilephoneandseewhattheexperienceislike.
CanyoufindtheinformationyouneedWhatistheloadtimelikeIfyouarenotsatisfiedwiththeanswerstothesequestions,itmaybetimetoconsideramobilesolutionforyoursiteasthisdoesimpactsearchengineoptimization.
EvaluatetheComponentsofYourComprehensiveDigitalStrategyIt'shardtoimproveadigitalmarketingstrategywithoutdeterminingtheeffectivenessofyourcurrenttacticsandwhethertherearegapsandpiecesmissing.
Personasandspecialoffers.
Haveyouidentifiedthevariouspersonasofthetypicalcustomerswhobuyfromyou,andhaveyouconsideredcreatingspecialoffersforeachofthemServicerelatedcontentandblogging.
WhattypesofwebsitecontentdoyouhaveplannedfortheyearDoyouhaveenoughcontentonyourwebsitethatcoverseachoftheproductsorservicesyouofferIfnot,consideraddingpagesasneeded,thendevelopingabloggingstrategytoprovideadditionalcontentaboutthoseproductsorserviceswiththegoalofaddingvalueandsolvingproblems.
Premiumcontent.
Inthelastyearorso,manysiteownershaveturnedtocreatingwhatwerefertoas"premium"contentthatusersmightwanttodownloadinexchangeforanemailaddress,orpossiblyregisterfor.
Thistypeofcontentusuallytakestheformofadvancedreports,eBooksorevenwebinars.
Thetypeofpremiumcontentyouproducewillbespecifictoyourbusiness,butitcanbeavaluableadditiontoyourwebsiteandveryenticingtouserswhoarelookingformoredetailedinformationabouttheirproblemsorconcerns.
Socialmedia.
DoyouhaveaplanforactivelymanagingyoursocialmediapresenceThistopicrequiresitsownfullwhitepaper,butit'simportanttonotethatGoogleandothersearchenginesarenowlookingatsocialfactorsindetermininghowwebsitesrank.
Inotherwords,awebsitethathasgoodrelatedactivityonsocialmediaaccountsisconsideredmorerelevantthesedaysthansitesthatdonothavethistypeofactivity.
Emailmarketing.
WhilenotspecificallyrelatedtoSEO,emailmarketingisstillaviablepartofdigitalmarketing.
Oursuggestionistoincorporateemailnewslettersaspartofyouroverallcontentandsocialstrategyforbestresults.
Formoreinformationoneffectiveemailmarketing,besuretodownloadourEmailMarketingwhitepaper.
Googleauthorship.
Thisoneisrelativelynew,butissomethingyoushouldprobablylookintoifyouhaven'tdonesoalready.
GooglenowistyingcontentfromwebsitestoaGoogle+account,allowingyoutoconnectyourcontenttoyourprofilewiththesidebenefitofhavingyourphotoshowupinsearchresults.
WhiletheearlyopinionsaremixedabouttheSEObenefitsofGoogleAuthorship,thereseemstobenodownsidetoclaimingyourprofileandlinkingyourcontentasawaytoimproveyoursearchresults.
Copyright2013WSI.
Allrightsreserved.
EachWSIFranchiseisanindependentlyownedandoperatedbusiness.
SEO:IT'SNOTDEADDevelopALinkingStrategyAdedicatedlinkstrategycangoalongwayinhelpingyoursiterankbetter,increasetrafficandgeneratemoresocialsignals.
Adedicatedlinkstrategyinvolvesthefollowing:Linkcleanup.
It'sagoodideatodoacleansweepofpastlinksthatmaybeholdingyoursiteback.
Linkremovalcanbetough,butit'sworththetimeandeffortifyouhaveproblemlinksinyourprofile.
Claimprofiles.
ClaiminglocalprofilesmightbethenumberonesinglepieceofSEOadvicewecangive,especiallyforlocalbusinessowners.
Makesuretoclaimyourfreebusinesslistingsoneverymajorlocalsiteyoucanfind,startingwiththebigoneslikeGoogle,Bing,Yahoo,Yelp,MerchantCircleandothersimilarsites.
Whenyoudothis,it'simportanttouseaconsistentsetofdatawhenyoubuildthoselistingssothatsearchenginesfindthesameaddress,phonenumberandwebsiteaddress.
Thisconsistencyacrossdirectoriescangreatlyhelpwithlocalvisibility,especiallyinthelocalrankings.
Socialprofiles.
ClaimandfilloutsocialprofilessuchasFacebook,LinkedInandTwitter.
Whilewe'renotbigadvocatesofclaiminghundredsofsocialprofilesjustforthesakeofdoingit,wedorecommendclaimingthemajorsocialprofilessothatyoucanatleastclaimyourspotthere,andmakesurethatthecriticaldata(againphonenumbers,websiteurl,etc)areallcorrectanduptodate.
Creategreatcontent.
Nothingearnslinksmorenaturallythangreatcontent.
Thinkaboutanypieceofcontentyou'vepersonallysharedorlinkedto–chancesareyoudidsobecauseyoufounditvaluableandbelieveitwillbringvaluetoyoursocialcircles.
Peoplesharecontentthatmakesthemlooksmartorfunny,evenifit'snottheirown.
Linkoutreach.
Buildingrelationshipswithothercompaniesandwebsitesthatyoumightpotentiallydevelopapartnershipwithtosharecontentisalwaysagoodidea.
Ifyoucanlocatesitesthatyoucancontributecontenttoorexchangeinformationwiththatusuallybenefitsbothparties.
Aftereverythingwe'veseenoverthelastyear,theonethingyoucouldsayabouttheInternetbusinessisthatthingswillcontinuetochange.
SearchengineslikeGooglewillcontinuetore-definewhatconstitutesa"goodquality"website,mobileuserswilleventuallyovertakedesktopusersmakingthemobileexperienceallthatmoreimportant,andsocialmediauserswillcontinuetoembracesiteslikeFacebookandTwittertosharetheirexperiences.
Weknowthatastheonlineexperienceschange,sowillthedemandsonbusinessownerstochangewiththemandofferuserswhattheywant.
Ifyouneedproof,justthinkbacktowhatwebsiteswerelikejustafewyearsago,andwhatlifewaslikepre-Facebook.
Ifthechangesinthatshorttimeframeareanyindication,youcanexpectmuchmoreofthesameinthecomingyears.
Copyright2013WSI.
Allrightsreserved.
EachWSIFranchiseisanindependentlyownedandoperatedbusiness.
SEO:IT'SNOTDEADAndreSavoieisasearchandsocialmarketingspecialistwhohasearnedcertificationthroughWSI'sAdvancedInternetMarketingProgramaswellastheSearchEngineAcademy(taughtbyJohnAlexanderandRobinNobles).
Heworkswithclientsintheareasofmarketingstrategy,searchengineoptimization,pay-per-clickmarketingandsocialmediatechnology,suchasblogging.