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Does your keyword research still boil down to digging AdWords Keyword Planner for niche keywords, search volume and competition?
Then it's just the time for you to introduce customer profiling into your keyword research workflow. Next time you revise your keyword list, try to understand your target audience.
Understand your customer's social and demographic profile
Director of Training at Bruce Clay, Inc., @mindydweinstein
If you understand who your customers are, then you'll know their questions and needs, and you can craft compelling content for that.
Say, in some cases women use different keywords in queries than men. The same might apply to different age groups or people with different educational backgrounds. And if you wish to attract a certain audience, your site's copy should speak their specific language.
The only drawback here is that there's no demographic keyword data available to you off the shelf. Here are a few options Mindy suggested:
Target your customers on different stages of their buying cycle
The buying cycle profiling is easier to deal with. On different stages of the buying cycle, your customers tend to use different modifiers in search queries. For example:
1. "best seo tools", "compare seo tools"
stage: evaluating options
what they want: research more information
2. "download SEO PowerSuite", "buy SEO PowerSuite"
stage: decision is made
what they want: get product
Think about the queries your prospects use. When they use this particular phrase, what's their objective? Based on the goal, what would they expect on that page? Based on the buying cycle, what is the expected next step for this searcher?
Once you've understood what your searches' intentions are, you can give them exactly the content they want.
Match your website copy to the searcher's intent
Director of Client Strategies, Outspoken Media @katemorris
In most cases, the keyword itself is not enough to tell search engines what the searcher was looking for. Say, what's the search intent behind the query "au pair in Georgia"? It may well stand for:
That is why apart from keywords, search engines are currently using other signals, like user location and search history to determine the intention behind a query and serve the results the searcher needs.
So remember to pay close attention to the intention your keywords reflect in a particular situation, and make sure your landing page copy matches the intention and not the bare keyword.
Director of Product for Growth, Glassdoor, @ehrenreilly
Google's Panda algorithm has been around for about four years. And while most SEOs have already understood that it deals with content value and quality, they often overlook technical issues that might cause a decrease in rankings.
Ehren named these typical cases to watch out for:
URL based duplication
URL based duplication is typical of ecommerce websites, when the same piece of content, most often a product listing, might be reached via different URLs.
Let's take an online electronics store for example. The very same 37" Samsung TV page is accessible via these URLs:
The URL changes depending on the taxonomy path you take to get to the product listing.
Duplicate "No results" pages
"No results" pages typically appear when a product is either out of stock or discontinued, and instead of showing an "out of stock" notice for the listing or turning the page to 404, the CMS returns a "No results" page. In some time, the website may end up with thousands of duplicated "No results" pages.
On August 06, 2014, Google announced HTTPS to be another ranking signal. The news sparked off lots of debate in the webmaster community. And at SMX West 2015, Google representative Gary Illyes shed some light on the problem.
Webmaster Trends Analyst, Google, @method
Google wants the web to be 100% secure and encrypted. It means even if your website doesn't collect any information from users, e.g. there are no login or payment forms, you have to implement HTTPS just for the sake of "integrity", Gary said.
According to Google, SSL encryption does not slow down websites, so there should be no worries here.
It is crucial for a site to have valid security certificates. In the nearest future, websites with broken certificates will probably be treated as unsafe.
Once in a while, website content gets obsolete and you have to remove it. Some webmasters still have a fear for 404 response code, but both Google and Bing representatives noted that 404 is a good page removal practice that won't hurt your rankings.
Remember that search engines don't remove 404 pages from their indices instantly, because very often pages get 404 by mistake or due to server errors. If you want to send a strong signal to search engines that the 404 response is fully justified, remove the page from the XML sitemap as well.
In the Q&A session, Google and Bing officials confirmed once again that the XML sitemap is important for crawling websites. You should keep it clean from pages that are not supposed to be indexed. It's also vital to update the sitemap regularly, because it's a strong signal that something about your site has changed, and it needs to be crawled.
You can use WebSite Auditor's in-built sitemap generator to automatically update and upload your sitemap to the server.
Sr. Product Manager, Bing, @DuaneForrester
As announced on April 21, 2015, "mobile-friendliness" will be fully used by Google as a ranking signal.
From now on, mobile friendly websites will get a ranking boost over non-mobile friendly websites in mobile search.
You should be aware of a few important facts about the new algorithm:
Duane Forrester subtly stated that Bing relies on user behavior as a ranking signal. Duane said that if a user clicks on a website snippet in SERPs and then immediately hits the Back button in their browser, they send a quality signal to the search engine. In other words, CTR in SERPs and bounce rate are likely to affect your rankings.
For us SEOs it means that in order to leverage this ranking signal your landing page should answer to the user intention and provide value, so that they don't bounce back to the SERP.
Diagnose a Penguin penalty
Owner, HIS Web Marketing, @marie_haynes
Google's Penguin algorithm is designed to combat spam links. So, first of all, as Marie Haynes tells us, if you're sure you weren't involved in unnatural link building, most probably Penguin is not your problem.
If you were involved in link-building practices that clearly violate Google quality guidelines and your website experienced a sharp drop in traffic, it might be Penguin. But before you take any further steps, Marie Haynes advises to confirm that it was Penguin indeed.
Anti-Penguin link clean-up
CEO, PushFire, @sugarrae
Rae Hoffman stresses the difference between removing a manual and an algorithmic link penalty.
In case of a manual penalty, link clean-up must be thorough. If you have a slightest doubt about a link — remove it. On the other hand, if you are dealing with Penguin, you should think proportionally and consider the ratio of bad links to good links.
So if you're dealing with Penguin, first you need to evaluate the link profiles of other websites in your niche that rank well. Use a backlink research tool to get the percentages of:
Once you've analyzed your niche, try to bring the percentages of your website at least in accordance with the niche averages. Your aim is to reduce the ratio of bad links to good links.
Preparing your disavow file
Sha Menz touched upon the best practices and the common pitfalls regarding the disavow tool:
There is a lot more to share about the SMX conference, but we'll have to get far beyond a single-page recap. If you want to get up to date with the latest Internet marketing trends, consider visiting one of the upcoming SMX events in your area.
And please join the comments below to share your thoughts on the mentioned issues!