Mediaboss Marketing

A positive trend I have seen over the past few months is companies adopting a dedicated SEO diagnostics person or integrating SEO diagnostics into existing web diagnostics protocols.

I have seen a huge missed opportunity, especially with global companies, that don’t take the action to monitor page inclusions, duplicate content and redirection issues. It is easier than ever to add this to your workflow using free tools such as Google’s and Bing’s Webmaster tools yet many of these problems can increase rankings, traffic and revenue easier than many other tactics.

Some of the time, these diagnostics activities are viewed as “beneath” the mighty SEO and are not sexy enough for the agency to spend time to review.

However, most of the time there just is not enough time for anyone on the team to do it. I strongly suggest in this post-Panda era that companies, especially global companies, make the time or add a role to routinely monitor these issues.

Google & Bing Webmaster Tools Monitoring

The current functionality of these tools has now offers site owners a treasure trove of opportunities for quickly identifying problems ranging from broken links, missing pages, duplicate titles all of which required agency tools or manual reviews in the past.

One company I spoke with recently mentioned they took the time to fix the problems identified by Webmaster Tools in multiple English speaking markets and their pages improved over 300%. After that experience, they dedicated a resource to monitor and prioritize changes on a weekly basis.

They identified a problem in their content creation process where countries would simply copy the US page and load it in multiple countries until they could create a local page. This resulted in multiple countries being penalized for duplicate content even though they had the geographical setting set correctly.

While individual errors are not exponentially valuable, it is the aggregation and easy detection of many errors that makes preventive diagnostics reviews valuable especially to the global search team.

I suggest have your global or local teams review the main errors at least monthly to identify problems. Often, the farther away from the mothership you go, the less resources to maintain the Web. These tools can often be a great Web diagnostic tool indicating other problems on the site such as broken links and missing pages which might go undetected.

Recently, a European site owner reviewed his global Google Webmaster Tools data for the first time and found significant problems in the US and Asia with broken links and not found pages due to the use of a different URL syntax in these markets. Had they not taken this step, it would have missed out on significant traffic and upset visitors.

Using Enterprise SEO Management Tools

The sophistication of SEO tools has expanded to identify many of these issues and even those that are more complex and missed by free tools.

Enterprise SEO tools such as BrightEdge, Conductor, Covario, SEOClarity and Sycara all have some sort of diagnostics built into them beyond page level audits. These can be invaluable on a global scale to identify site-wide issues that may not have been detected by free tools. These tools are developed to empower the Enterprise SEO to scale by uncovering macro and micro issues with pages, templates and infrastructure.

Unfortunately while they are great tools, once integrated, many companies do not invest the people to review and implement the corrective actions.

Hiring The Diagnostic Specialist

As noted, many companies “want” to do preventative maintenance or diagnostics but just don’t have the business justification to budget for the resource. I suggest you start small and these reviews into the normal workflow to catch any errors to demonstrate the value for a more permanent position.

A few companies I have found created a role that integrates keyword research, report development and diagnostics. It is often a feeder position into the more advanced Search Team. If you can’t hire a full time person, start with a contractor or even a few hours from your agency is better than nothing.

Those companies that have embraced and active diagnostics role have told me the position typically paid for itself often in the first month from all of the issues that were detected and quickly resolved.

I have typically referred to this person is the cross between Sherlock Holmes and a bloodhound on a trail. Their sole role will be to dig into the site at the different levels to identify all of the mistakes, problems and general gotcha’s that your tool set identifies.

On a global level, they don’t need to speak a dozen languages since the errors are typically language independent. This person should be diligent, patient and have great attention to detail — since reviewing the various errors/issues and documenting them with corrective action while coordinating with the local or global resources can be mind-numbing work, but its success can pay off in dividends.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Multinational Search

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Developing A Global SEO Diagnostics Plan

SEO Positive is proud to announce the acquisition of a social media optimisation and management contract with Luggage Superstore, a client that has been on board with the SEO company since mid-2010.

(PRWEB UK) 14 February 2012

Luggage Superstore is renowned as one of the country’s leading online luggage retailers, supplying the UK with a huge range of suitcases, bags and other travel accessories with some of the world’s top luggage brands, including Antler, Samsonite and Delsey.

Alongside implementing and managing the company’s search engine optimisation campaign, SEO Positive is now proud to announce that it will be overseeing the day-to-day running of Luggage Superstore’s social media activities with a view to increasing brand exposure within relevant online communities.

The team at the SEO and social media agency set to work to design and build the company’s Google Plus page in early January and have now expanded the campaign to incorporate both Facebook and Twitter.

Lewis Austin, Social Media Marketer at SEO Positive, is delighted that the campaign has grown

steadily and consistently.

“We’ve increased the number of Luggage Superstore’s Twitter followers significantly in less than a month and have been working to engage users via Facebook by using a range of different approaches,” Lewis explains.

“The management team at the company have been extremely enthusiastic about the project and we’ve worked together to be able to offer social users exclusive promotions and competitions which act to get more consumers involved in the brand.”

SEO Positive was established in 2007 in Chelmsford, Essex with the aim of bringing effective yet affordable online marketing services to companies from all industries and backgrounds. The company offers a huge range of services including search engine optimisation, Pay Per Click account management, social media marketing and online reputation control.

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Ben Austin
SEO Positive Limited
0800 088 6000
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SEO Positive Acquires SMO Contract With Leading Luggage Firm

No online marketing strategy could exist and survive without content marketing. It is the content that makes one website different from the other, creates a value in the eyes of the reader, and consequently results in attracting traffic and quality links, which ultimately lead to a higher ranking.

Businesses adopt several strategies to attract traffic towards their website; some find refuge in PPC advertising, while others rely on SEO content marketing. The lines below emphasis on the ways content marketing can be done, that builds a beneficial relationship between SEO and Blogger.

1. Building .gov and .edu Links:

When it comes to link building, SEO professionals understand the importance of .edu and .gov links. Links from such resources are considered highly authoritative compared to any other types of links. The ways in which .edu and .gov links can be attained are:

The .edu links can be simply attained by guest blogging on the blogs of colleges and universities. However, to get the posts approved, you must keep in mind that the information you provide in your post should be beneficial and informative for the students. Only this can get your post approved. You can attain .gov links in a different manner than .edu links, because .gov blogs and websites do not allow guest posts. The only thing that can be done in this regard is to write an interview with the governing authority, only that has the chances of being published, and you will receive high authority links. 2. Using Forums:

The utilization of forums is another way you can get your content marketed. However, before you can get your content on a forum, you need to build authority of your voice in the forum. You can build authority by showing continuous presence on forum happenings and sharing quality information. Moreover, as every forum is not equal to the other, so would be the links received by both of them. Therefore, to receive links from quality forums you need to check the following things.

Firstly you need to check the source code of the forum and see whether the forum provides you with ‘dofollow’ option or not. If it does then, the forum is worth spending the time, if not it may be a waste of time. In addition to the dofollow option, you must also check the number of unique visitors of the forum. The greater the number of unique visitors, the more will you have the chances of reaching out to people. 3. Using Directories:

Directories have gain significant importance in internet marketing because of their ability to accelerate link building. Directories are also subjected to have the same nofollow or dofollow option like forums. The three things you should check before submitting to a directory are:

The categories of the directory. Check whether the directory has any category for your industry or not. The magnitude of the blogs associated with the directory. You should submit your content to a directory with at least 10blogs under every category to have some assurance of traffic. Last but not the least is to check whether the directory has dofollow option or not, and then decide on submission accordingly.

Content marketing is all about creating a mutual benefit relationship between blogger and SEO. The following tips can help in building a better relationship.

An SEO can provide tips, related to SEO knowledge, to the blogger, like; you can tell the blogger about any broken link on his site, or any misspellings in the article. When sharing on a blogger’s account, you need to add keywords in your anchor text, so that the blogger’s blog is indexed for that keyword. Commenting on posts that don’t receive many comments will make you stand out in the eyes of blogger. This may help you win the trust and appreciation of the blogger. When trying to build a relation with a target blogger, try to comment nicely on his sharings. Last but not the least, try to add your keywords in the comments you place on the posts of others, so that they may understand your niche and try to reckon it.

Conclusion:

In short, content marketing is all about the relation between the SEO and the blogger. The healthier and mutually beneficial this relationship is, the more will the blogger and SEO benefit.

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SEO Collaborating With Blogger- Three Ways To Build Mutually Beneficial Relationships

It’s 2012, and SEO has never been more difficult.

Convincing business owners to utilize us is an uphill battle.

SEO is not easy. Even the brightest and most talented of Internet marketing managers don’t have the capacity to devote to the effort. It takes dedication, persistence, patience, scientific inquiry and a heart of stone. Oh, and let’s not forget – TIME. However, if done correctly, SEO can reap huge benefits for online conversions. We know this, but we have to communicate this to business owners and marketing managers in a more effective way. Perhaps we begin with communicating the SEO landscape more efficiently.

But, what do business owners really need? In the past this was an easy question: links. How can I build links? This, however, is no longer the case. SEO strategies need to evolve in a serious way, and that’s what the majority of us are doing. These companies need SEO consultation, tactical implementation, content production and an overall strategy that will wrap this all together. Every company or organization that owns a web property that is or is one of its basis for making money, should be interested in investing time and money into search engine optimization and the consulting that may, or may not, be needed to accompany those initiatives. Period.

Let’s look at the funnel below:

I’d be willing to bet that every business owner would look at this graphic and quickly identify that it their funnel gets squeezed pretty tight around “Keyword Rankings”.

Business owner: “I need better rankings.”

It’s a simple answer. Develop and implement an SEO strategy. (I said it was simple, not easy.)

A modern day SEO consultant might approach that task like this: Optimize your domain. Optimize your pages. Optimize the architecture of your domain, and make sure it can be properly crawled and indexed by search engines. Create off-page signals that communicate an optimized, relevant message. Create a social network that’s connected and actively engaged with your domain and brand. Finally, make sure each aspect of your strategy works in conjunction with the other moving parts, thus creating an environment of interaction surrounding your domain and your brand on the Internet while creating the proper signals to search engines that will increase your keyword rankings and overall traffic.

Rinse and repeat. Right? Well, not exactly.

You’ll have to keep up as Google updates their algorithm around 500 times per year, optimizing your pages and domain ever-so-slightly in order to avoid dying the slow, painful death of traffic decrease as a result of a minor loss of 2-3 positions on page one that comes from not staying on top of your SEO game (or a massive stab in the traffic jugular in a few cases, *ahem*…Panda).

As SEO experts, we know how difficult it is to achieve and maintain top tier rankings nowadays. This must be communicated to our audience. There is no longer a silver bullet or magic formula.

For many, this is the end of the store when it comes to what they’d expect from hiring us.  In order to earn and keep the business of enterprise level clientele in the SEO space, we must step up our game. The tactics and strategies mentioned above focus on both domain and page micro-level issues (eg: building links, optimizing anchor text, fulfilling on-site content needs, and more). It’s 2012, and there is a whole other world of SEO offerings that we can bring to the table. I’m talking about macro-level offerings SEO consultation fulfills that are often overlooked, undervalued and in some cases, even ignored.

This is the macro-minded marketing and digital promotion expertise of the majority of professionals in the SEO field possess, understand, value and can offer to our clients. Bottom line: We know what a good, effective and profit-driving website looks like, inside and out.

Consider some of these macro-level questions that business owners desperately need help with:

Sure I need SEO, but where do I begin? What do I look for? How do I do keyword research on a mass scale? Where do I start when looking at my domain? What pages are most important to focus on for SEO? What’s most impactful? Can I aggregate Analytics data to put a weight on my pages? What am I already ranking for? How do I analyze rankings, are there tools for that? How do I create goals within my analytics for SEO performance? How do I report performance and time spent on SEO activities to my boss? Should I use a subdomain for development on a new segment of my company? What are my alternatives? My conversions are happening on a different domain – my users are redirected once they click the “buy” button. Is this acceptable? How do I fix it if it’s not? I have great rankings and awesome traffic for a couple of big terms – but they don’t convert, why is that and what should I do?

We SEO pros chomp at the bit for questions like these. We hear them, answer them and see results driven from them on a daily basis. There’s more to us than attempting to get backlinks built to a site, now let’s make that known. This is an evolving industry, and it’s evolving fast. We need to communicate that it’s alright for Internet marketing managers to ask for help with SEO. In fact, it’s expected.

Unless a company feels comfortable tacking their entire SEO operation by themselves or with the internal team they have developed at their organization, it’s expected that they’d hire on the help of an SEO agency or consulting company.

A final quiz for our world of Internet marketing managers:

Can you develop and implement a continuous SEO strategy around your domain, concerning both on and off page signals that are consistent and optimized with one another?

Do you feel comfortable answering all of the questions above and any related questions having to do with the macro-level nature of communicating your progress, success and standing in your competitive SEO space? Do you have the time to consistently track, analyze and deduct sound strategies from competitive and on-site data such as analytics, rankings increases/decreases, and other SEO driven tool sets?

If they can answer no to any of these questions, then they’re in the market for SEO consultation. We need to re-evaluate the perception of the SEO consultant and communicate the reality of our situation. SEO is not what it used to be. It’s a holistic effort, in every capacity. We’re quickly becoming digital brand advocators. We know SEO, we know the Internet, and we know how to make money from websites. Period.

Plus, we’re nerds – and who doesn’t love a nerd?

Originally posted here:
SEO Consulting for 2012

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