Thursday, January 2, 2014

How to win the web: Top 3 SEO 2014


When it comes to search engine optimization, there are plenty of opinions about the future of SEO and increasing a website’s visibility online. In fact, a Forbes contributor recently wrote an article alarmingly titled “Is SEO Dead?” I believe it is far from dead, but simply evolving.

With the new year fast approaching, what, exactly, will SEO look like in 2014?
One of the best ways to determine the answer to this question is to look at recent Google algorithm updates and the predictions of what these algorithms will look like in the coming year. Based on this information, search engine rankings will continue to place more emphasis on authorship, social media engagements and interactions, as well as Google+.

The author matters
With the creation of Google Authorship, individuals have been able to directly link the content that they create (or that is created for them) to their Google+ profile. What, exactly, does this have to do with SEO? Everything. Check out this link.

When doing a quick local search for “Google Authorship,” these are the top results. Notice that the fourth and fifth results are directly linked to Google+. This is the power of authorship.
Throughout 2014, Author Rank will continue to be an important factor as Google better defines which authors hold the most authority and promote those authority figures to the top of search results. Therefore, if you have not already linked your Google+ profile to your website and blog, now is the time.

Social media matters
In addition to Google Authorship, social media will play a bigger role in search rankings in 2014.
Formerly, one of the most important factors behind a website’s visibility was the number of inbound links – links from other websites to your website. Now, inbound links, while important, are beginning to be replaced by social signals.

Google’s algorithms are already taking social media profiles into consideration. Over the next year, these algorithms will more than likely become more intelligent and “socially sensitive.” Everything from the number of posts, likes, followers, comments, and shares – things your audience does to interact and engage with you and your brand - will play a role in your business’s search engine ranking.
If you are one of the many businesses that have not jumped on the social media bandwagon, then take the time to get active on social media platforms. Social media usage will play a more important role in how visible your website is in comparison to your competitors.

Google+ matters
With so many social media platforms, it is not surprising that many people tried to avoid Google+ when it first arrived in an already crowded market nearly three years ago.
However, when you have a social media platform that is directly tied to a company that sets the global standard for online search (Google controls 67 percent of the American search market), you simply cannot afford to ignore this powerhouse.
In fact, when it comes to Google+, the number of people in your circles and your engagements already contributes to your Author Rank. Therefore, throughout 2014 it is safe to assume that Google+ will play a bigger role in SEO altogether.

At the end of the day, SEO is definitely not dead. Instead, it is constantly evolving. Many of the tried-and-true SEO principles developed over the past decade are still very valid. When preparing your website for 2014 and beyond, though, take extra steps: link your website to your updated Google+ profile, increase your social media activity, and become more active on Google+ in particular.

New Year's Resolutions Top 10 SEO for a Successful 2014



It's been quite a year for SEO folk everywhere.
As 2013 shutters its doors and 2014 beckons, it's an opportune time to reevaluate, reassess, and revisit SEO tactics.
In the spirit of a New Year's Eve edition, I'm presenting some of the most popular (according to the US Government) New Years Resolutions through an SEO lens, in the hope of spreading some good cheer and great strategy along with a very happy new year to you and yours!
Without further ado... below are the top 10 SEO resolutions for your 2014 success!

Drink Less SEO Kool-Aid 1. Drink Less SEO Kool-Aid 

In the SEO world, there's a fire hose of information. It's easy to drink the Kool-Aid of popular industry experts.
Although there are some folks who are worthy of quoting and following, I'd lay off the hard-liquor-high until you've actually tested "expert" recommendations and seen the results for yourself.
It's easy to get intoxicated with the SEO practice du jour, but it's sobering when you're trying to justify a bad outcome to a client by saying, "but [enter SEO expert name here] said it worked for [enter big brand website name here]."

Eat Healthy SEO Fare2. Eat Healthy SEO Fare

The Internet is fueled by great content, and the healthiest of content is unique, valuable, authoritative, and share-worthy.
Google's Matt Cutts said recently that 25-30 percent of the content on the web is duplicate. Although that might make you feel a little peckish for some long form articles, you need to focus on the best in healthy snacks; link-inspiring user-generated content, educating prose, expert opinion, multimedia munches and share-demanding content desserts.

Get a Better SEO Education3. Get a Better SEO Education

With great resources like Search Engine Watch, Search Engine Land, Moz, and Google themselves, there's no reason not to better educate yourself as to the trends and updates in the SEO industry.
Set up an RSS feed of your favorite resources and spend the first 15 minutes of the day reviewing, interacting, asking questions, and learning a little more about the constantly evolving landscape of search, social, display and paid search.
The future is cross-channel attribution, and learning more about more is a sure way to stay on the cutting edge and in demand.

Get Your Site Fit Lose Excess Code Weight4. Get Your Site Fit, Lose Excess Code Weight

2014 is sure to (finally) be the year of mobile, right after the year of mobile that was 2013. And if your business relies on localized, mobilized, and focalized customers, then a mobile optimized site is a necessity!
To get your site fit, focused, slimmed down, and ready for a mobile push, get implementing responsive web design, a specialized mobile site, or app based experience. Whichever you chose (and Google recommends in most cases a well-engineered responsive site), make certain to trim excess code, optimize images, squeeze scripts, and lighten server loads to deliver the best (and fastest) mobile experience you can.

Manage SEO Stress5. Manage SEO Stress

As SEO professionals, I'm not sure we're ever not stressed with Google updates, client requests, deadlines, and migrations where redirects were "overlooked" by tech teams, but that leads to the best stress management recommendations: stress testing every recommendation and implementation! Twice. At least.
SEO isn't an exact science, but it is something that requires technical savvy, sophistication, and strategy to ensure alignment with search visibility goals.
The best way to manage technology stress is to test, test, and keep testing, everything from user site engagement, to site usability, to server stress tests, to guarantee an optimal onsite experience.
Managing stress is easy... you just have to plan to do everything perfect.

6. Give Up Bad Habits 

Everyone has vices, easy "go-tos" when the going gets tough; the link schemes, overseas outsourced content, or short cuts for short-term gains. Now's the time to resolve to "never puff again" by implementing long-term strategies via sustainable tactics to ensure online success.
Go cold turkey and you'll find the world of fresh thinking (and fresh air) opens up, and you can return to the fundamentals of:
  • Understanding the customer's journey.
  • Creating content that connects with individual intent.
  • Leveraging engagement to drive loyalty, visibility and discoverability.
Give up the bad habits, and adopt a fresher, longer-term outlook!

Reduce Reuse Recycle7. Reduce, Reuse, Recycle

The popular resolution to "reduce, reuse, and recycle" might very well be made for eco-friendly reasons, but applies equally well to your website content strategy.
Panda bought us thin content awareness, and recent messages in Google Webmaster Tools underscore the need to reduce or remove content that isn't user-focused, user-useful or share-worthy.
As for reusing and recycling, for content that connects with core intent (and context), your focus should be on intelligent repurposing of content copy, content elements, content themes and content ideas, to create unique and aligned articles, rejiggered for different platforms, mediums, formats and audiences.
No piece of written content is an island. If you aren't promoting worthy content in the most appropriate formats across your social channels, then 2014 may not be your year!

Save SEO Money8. Save SEO Money 

Many folks look to the New Year as a time to be frugal, put some cash away for a rainy day, and generally be more careful where they spend.
The goal for SEO professionals isn't to save money. Rather, it's to leverage data, metrics that matter, and broad analytics to spend smarter and/or justify budgets and efforts.
Although the initial outcome may be more less money in the bank, investing in data-informed areas of opportunity will almost definitely pay off in the long term, through additional revenue, valuable insights and happier customers.

Take a Trip9. Take a Trip to an Industry Conference

I can't put a value on the information, networking or camaraderie I've experienced through some of the great industry events I've attended (including SES conferences!) It's one of the easiest ROIs in SEO to return from 2 or 3 days of intensive learning and impart the knowledge gained to work colleagues and your boss.
Taking a little trip doesn't have to be expensive either. With conferences that offer East and West Coast venues (and everything in between), inexpensive airfares when you book in advance, and advanced conference ticket deals, you'll find the value of taking a learning trip gives you the tips, knowledge, and tools to help both your site or your clients sites succeed.

Help Other SEO Folks10. Help Other SEO Folks

It's simple. Give back!
For those starting out in search, you have a unique perspective and valuable insights in the questions you ask. For those seasoned folks, it's important to realize that your experience has value to the industry as a whole.
Some of the best information I've learned has been from both these groups, beginners asking hard questions, and SEO pros sharing a trick I hadn't thought of. In a season of giving, write a blog post, conduct a webinar, share some survey results, or take an SEO newbie under your wing to share the wealth of knowledge!

Here's to 2014!

There's no guarantee you'll keep your SEO resolutions this year. In fact, StatisticBrain.com says that less 10 percent of people actually successfully achieve their resolutions. But that's way better odds than the lottery (which, incidentally, I resolve to win this year).
Happy, safe, and healthy New Year to all!