Are you wanting to learn more about Search Engine Optimisation (SEO) and Content Marketing, but don’t have the time to sift through the hours (or days or years) of SEO resources and information on the web. Or just don’t know where to start!
If building traffic to your website and converting visitors into customers a priority for your business, the following 8 videos will bring you up to speed with the latest SEO knowledge and give you some great ideas on how to get people to link to your content.
No doubt, if you have been exploring SEO for a while, you will be familiar with the idea of providing unique content and value to their audiences. But what does this mean?
In another great Whiteboard Friday session, Rand Fishkin talks about the “Modern Criteria for content”. He says for effective SEO, your content needs to meet these five criteria…
- One of a kind
- Uniquely valuable
- Great user experience
He says that if you meet these five criteria, then “you’ve really got something when it comes to a content marketing strategy or when it comes to content you’re producing for SEO.”
Rand expands on the concept of Uniquely Valuable, as it has been a really hard concept for people to grasp.
He discusses the three common criteria he means when he says “unique value”, which are…
- Massive upgrade (on an existing piece of content) in aggregation, accessibility and design
- Information that is available nowhere else
- Content presented with a massively differentiated voice or style
Google (and other search engines – yes, there are others) have many ranking factors that are influenced by actions taking place away from your website. One of these is the number and quality of links to your site (backlinks).
In this video, Brian Dean from Backlinko introduces us to what he calls the Skyscraper Technique – a simple 3 step process to create backlinks and bring traffic to your website.
It’s no secret that publishing great content helps with SEO…but it’s not enough.
Here are his 3 steps in summary:
- Find content that is ranking well in Google
- Create some content that is a vast improvement on the content you have found
- Reach out via email to people who linked to the original content and let them know about your content.
After you’ve completed that first site audit, and fixed most of the onsite issues and created some great content to link to, what are the next SEO tasks?
So this process is about saying, “What are the top level company and marketing goals overall? For everyone in the company, what are we trying to accomplish this year, this quarter, the next three year plan? What are we trying to achieve?” Then figure out areas where SEO can best contribute to that work, and then from there you’re creating tactical lists of projects that maybe you’re going to positively move the right needles, the ones that you’ve identified, and then you’re going to evaluate and prioritize which ones you want to implement first, second, and third in what order, and test implement those.
4. Matt Cutts’ Solutions for Common SEO Mistakes
According to Matt Cutts, one of the biggest SEO mistakes is not making your website crawlable.
Another is to not using the words a user will type when searching in Google. For example, if you are talking about “Mount Everest elevation”, you want to include the words “how high is Mount Everest?”.
He suggests thinking about compelling content and marketing, rather than link building, and consider the Titles and Descriptions of all the pages on your website. The Description determines what shows up in the snippet in the Google Search results. (If you are using WordPress, consider a plugin like Yoast SEO to manage your descriptions).
5. A Universal SEO Strategy Audit in 5 Steps
I hear from a lot of people wanting SEO assistance, but many don’t want to go through the SEO strategy development process or getting clear about their web marketing funnel.
They often say things like, “Can’t we get the website built and content on the pages and then think about SEO?” or “Can’t we just put some keywords on the page and start ranking, and think about a SEO strategy later?”
In this video, Rand Fishkin – the ‘Wizard of Moz‘ clarifies the difference between a Search Engine Optimisation (SEO) strategy and SEO tactics.
There are a few key questions to ask, but are you asking the right questions?
In summary, when formulating our SEO strategy, you should consider…
- What does our organization create that helps solve searchers’ questions or problems?
- What is the unique value we provide that no one else does?
- Who’s going to help amplify our message, and why will they do it?
- What is our process for turning website visitors from search into customers?
- How do we expose what we do that provides value here in a way that engines can easily crawl, index, understand, and show off?
Because we’ve shifted from link building or ranking signal building to ranking signal earning, we better have people who will help amplify our message, the content that we create, the value that we provide, the service or the product, the message about our brand.
People are only going to link to unique and useful content, so you need to have a resource on your website that is worth linking to. Rather than producing lots of content for the sake of having content, focus on making one great piece of content – an amazing piece of content that will stand out.
The site with the most quality links will rank above the rest.
But you can’t leave it at that. What Brian refers to as the ‘Publish and Pray’ approach usually means that your great piece of content sits on your site and nobody sees it.
As well as Facebook and other social channels, most important is to use email outreach – find people who already link to similar content on the web and let them know about your great content.
You will need a little time to watch this video from late 2015 of Rand Fishkin from Moz sharing his insights about how Google’s rankings operate. It runs for a little over an hour, but if you are serious about SEO, it is worth the time investment.
Moz collected data and feedback form over 150 professional SEO, including their competition, Ahrefs & Majestic.
Some of the questions he considers are:
- Does Google prefer longer articles, or shorter posts?
- Can linking out to other sites improve the rank for pages on your site?
- Do ranking factors very by industry.
There is a ton of informative information, including graphs & charts like the ones below.
Watch the video or You can see the Search Ranking Factors in 2015 slides show here.
But how do you get authority bloggers and journalists to link to your website? According to Brian Dean from Backlinko, it is easier than you might think.
When it comes to link building, there are dozens of strategies to choose from, but he has developed, what he describes as a ‘a simple 5 step formula, that he has recently used to boost organic traffic by 175%.’
The formula does require creating and publishing a high quality infographic on your website, but if your industry lends itself to great infographics, it may be worth the investment.
…if you don’t have backlinks, you’re simply not going to rank in Google.
Watch the video to see the details of the process to get more links to your website through ‘Guestographics’.