The search engine results page is always evolving. Google continually adds more features that allow people to get answers to their queries without ever clicking through to a website.

Is this the end of SEO? Absolutely not! We can still compete in the search results. Here’s how:

• The rise of zero clicks
• So how do you adapt SEO to zero clicks?
• FAQ: How can I adapt my SEO strategy to thrive in a world dominated by zero-click search results?

The Rise of Zero Clicks

In 2019, Rand Fishkin at SparkToro published data that showed 50 percent of all searches resulted in zero clicks.

A zero-click result happens when Google is able to answer a search query or facilitate an action right within the search results page. Thus, no click to a third-party website occurs.

Research from SparkToro and Jumpshot

For mobile devices, the number of searches that resulted in no clicks to third-party sites was even higher:

Research from SparkToro and Jumpshot

Why is this happening? A number of reasons could be at play. One of those reasons is that Google wants to offer the best experience for its search engine users.

And if a person can find the answer to their query faster, they are presumably happier. And if Google can keep users on one of its properties longer, Google is happier.

All reasons aside, you might be wondering how exactly a zero-click search works. One example is when Google gives a direct answer to a question.

A direct answer, aka “answer box,” is derived from Google’s Knowledge Graph. Answer boxes usually display for queries whose answer is definite, like: “What time is it?”

Google’s direct answer to the query “what time is it”

Another zero-click search may happen when a featured snippet shows up as the answer to a query.

Featured snippet in Google results for the query “how to bake a cake”

Appearing in a featured snippet is otherwise known as Position 0 in the search results. It’s an organic listing but has the ability to show up above all other features on the search engine results page (SERP).

In many cases, you may not get a click from a featured snippet even though it is the top result. That’s because it can provide the full answer right in the results from a snippet of your content.

But as you can see from the example above, it would be very hard for a person to bake a cake using just the featured snippet in the SERP.

Another reason for zero clicks is Google’s SERP functionality. Google Search is now allowing users to complete certain tasks without ever having to leave the SERP. One example is flight comparisons.

Note how Google’s functionality appears above the well-known travel site, Kayak, in the screenshot below.

Google SERP for the query “flights from Los Angeles to New York”

Yet another reason for a zero-click could be the “People also ask” feature, which shows up about 94 percent of the time according to some reports. This section acts much like a featured snippet in its stickiness. The user might derive the full answer from toggling the arrow and never clicking through to the sites being quoted.

“People also ask” on Google SERP for the query “how to bake a cake”

So How Do You Adapt SEO to Zero Clicks?

There are always opportunities to succeed in SEO. Here are three strategies to keep you mindful of searcher intent and how to deliver it with great content. This will increase visibility in a zero-click world.

Strategy 1: Keyword Combinations

Research and target long-tail keyword combinations that won’t easily be answered by Google directly or result in a zero-click. For example, if direct answers are common for a keyword combination, you’ll want to reconsider putting effort into them. Put another way, if the query will probably result in zero clicks, it may be unwise to spend much time optimizing for that result. Yes, optimize for Position 0 as the featured snippet. But no, do not optimize for the zero click.

Data shows that every industry is different when it comes to prompting answer boxes. (And every query would be different, too.)

“Google Answers Your Queries: Research,” SEOClarity.net

Strategy 2: Featured Snippets

With all the talk about snippets potentially resulting in no clicks, you might think opting out is a good idea. But it’s not recommended for SEO. First, you want to see how much traffic you can get from a featured snippet.

According to the search features monitor by Searchmetrics, featured snippets are less common than other types of elements on the SERP. But they do occur frequently for queries that include questions, prepositions, or comparisons.

Data from SEMrush’s Large-Scale Study on How to Rank for Featured Snippets

But there’s speculation that featured snippets may be getting a boost as a result of Google’s BERT (deep learning algorithm), which would mean more of them showing up for queries.

For more on ranking for featured snippets, see my article on surprising on-page techniques.

Strategy 3: Whole-SERP Strategy

You want to diversify your rankings. And what I mean by that is looking at your whole-SERP strategy. A whole-SERP strategy analyzes the features that show up most in search results for your target keywords. Then you optimize for them.

For example, you might have some keywords where featured snippets are common, but what else is common? Perhaps it’s YouTube videos (which are the most common type of video for any search).

Going back to the “how to bake a cake” query from earlier, we saw a featured snippet at the top of the SERP, but YouTube videos further down on the page.

Video results on Google SERP for the query “how to bake a cake”

Research shows that search engine users will do an initial scan of the entire SERP quickly before choosing a result to click. So you want to create content that’s going to be able to compete with the most common features in the SERP for your target queries.

In summary, SEO is still alive and well in a zero-click world. SEO has always been about evolving with the Google SERP while at the same time understanding searcher intent and delivering it with great content.

Need help with your SEO strategy? Contact us for a free consultation.

FAQ: How can I adapt my SEO strategy to thrive in a world dominated by zero-click search results?

Zero-click search results have become a dominant force, significantly impacting the way SEO professionals approach their strategies. To thrive in this evolving SEO ecosystem, it’s crucial to adapt and embrace innovative techniques.

Understanding Zero-Click Search Results

Zero-click search results occur when users find the information they need directly on the search engine results page (SERP) without clicking on any specific search result. This is often facilitated by featured snippets, knowledge graphs, and other SERP features. To adapt your SEO strategy effectively, start by optimizing your content for these features. Focus on creating concise and informative content that answers user queries in a structured format.

Leveraging Structured Data Markup

Structured data markup, such as Schema.org markup, plays a vital role in optimizing your content for zero-click search results. By providing search engines with structured information about your content, you increase the chances of being featured in rich snippets and knowledge panels. Implement structured data markup for key elements on your website, including articles, reviews, and FAQs.

Voice Search Optimization

With the rise of voice-activated assistants like Siri and Alexa, optimizing for voice search is essential. Users often use natural language when conducting voice searches, so focus on long-tail keywords and conversational content. Create FAQ sections on your website to answer common voice search queries concisely.

Local SEO and Zero-Click Searches

For businesses with physical locations, local SEO is paramount. Optimize your Google My Business profile and ensure that your business information is accurate and up to date. This enhances your chances of appearing in local knowledge panels and map packs, which are common zero-click search results for local queries.

Monitoring and Analytics

Continuously monitor your SEO performance using tools like Google Analytics and Search Console. Pay attention to click-through rates (CTR), organic traffic trends, and keyword rankings. By analyzing this data, you can refine your SEO strategy and adapt to changing search patterns.

Adapting your SEO strategy for the era of zero-click search results requires a multifaceted approach. Optimize your content for featured snippets, embrace structured data markup, focus on voice search, and prioritize local SEO. Regularly monitor your performance and stay updated with industry trends to stay competitive in this evolving landscape.

Step-by-Step Procedure: Adapting Your SEO Strategy for Zero-Click Search Results

1. Understand the concept of zero-click search results and their impact on SEO.
2. Identify featured snippets and other SERP features relevant to your niche.
3. Create high-quality, concise content that directly answers user queries.
4. Implement structured data markup using Schema.org to enhance your content’s visibility.
5. Optimize for voice search by using long-tail keywords and conversational content.
6. Develop FAQ sections to address common voice search queries.
7. Prioritize local SEO by optimizing your Google My Business profile.
8. Ensure your business information is accurate and up to date.
9. Monitor SEO performance using tools like Google Analytics and Search Console.
10. Analyze click-through rates, organic traffic trends, and keyword rankings.
11. Use the data to refine your SEO strategy and adapt to changing search patterns.
12. Stay updated with industry trends and algorithm changes to remain competitive.
13. Continuously tweak your content to align with featured snippet opportunities.
14. Focus on providing valuable, actionable information in your content.
15. Engage with your audience through social media and other channels to build brand authority.
16. Seek expert advice or consultation if needed to fine-tune your SEO strategy.
17. Regularly review and update your structured data markup to stay in sync with search engine guidelines.
18. Collaborate with other industry professionals to share insights and strategies for dealing with zero-click search results.
19. Monitor the effectiveness of your voice search optimization efforts and adjust as necessary.
20. Stay patient and persistent, as adapting to the world of zero-click search results may take time and ongoing effort.

The post How to Adapt SEO in a Zero-Click World appeared first on Bruce Clay, Inc..

Location, location, location — this is a central tenet for many local businesses. Got a shop or billboard in Times Square? You’re gonna get massive brand exposure.

But in the midst of COVID-19, all that is changing. And it’s not clear how the pandemic’s impact will change how local (and other) businesses market — for good.

• Life & work changes
• How search is changing
• FAQ: What are the key challenges local businesses face in the new work-from-home economy, and how can Location-Based Marketing address them?

Life & Work Changes

I discussed recently how this crisis could permanently change the way people work. What if half of the workforce permanently works from home? What happens when skyscraper occupancy is at half capacity?

This will surely have a ripple effect on all the businesses that rely on transporting and serving those people on a daily basis. And the exposure from that traffic.

In a WFH economy, neighborhoods will be where people spend most of their time — grabbing lunch down the street or walking to their local coffee shop. While it could be business as usual for those who live in Manhattan, for example, things will dramatically change for the suburbs.

Foursquare is tracking foot traffic. It is dramatically down in places you would expect, like airports and hotels.

But foot traffic is up in grocery and warehouse stores.

Google is also tracking foot traffic around the world with its mobility reports. These show how communities are reacting differently to COVID-19.

Community Mobility Report, Ventura County, Calif., Google

In the future, local neighborhood businesses will likely thrive in a work-from-home economy. Others might need to work harder to survive in a world where people travel less, such as gas stations or car lots.

New business opportunities will also emerge as a result of the new economy. For example, WFH office equipment and consulting, homeschool education and activities, productivity software, and online entertainment. (Perhaps even baby goods and services will be more in demand in the near future?)

At the heart of all these changes is still the need to be in the most ideal location for your customers. And for many, that starts with Google’s search results. As exposure decreases from foot and car traffic, people will continue to go online to find what they need and where to go.

Having experienced a new way of living, consumers are recalibrating their spending, increasing the likelihood that spending may permanently shift between categories and that online services could get adopted far faster. Decoding this new normal—and ensuring that the company has a strategy to navigate it—is an important part of the work of a nerve center.

-McKinsey & Company, COVID-19 Implications for Business

How Search Is Changing

Right now, the way people search is changing — and there could be a permanent shift.

For example, grocery stores and productivity tools are experiencing massive growth in search queries as of late.

trends.embed.renderExploreWidget(“TIMESERIES”, {“comparisonItem”:[{“keyword”:”Grocery store”,”geo”:”US”,”time”:”2020-01-03 2020-04-03″}],”category”:0,”property”:””}, {“exploreQuery”:”date=today%203-m&geo=US&q=Grocery%20store”,”guestPath”:”https://trends.google.com:443/trends/embed/”});

trends.embed.renderExploreWidget(“TIMESERIES”, {“comparisonItem”:[{“keyword”:”Slack”,”geo”:”US”,”time”:”2020-01-03 2020-04-03″}],”category”:0,”property”:””}, {“exploreQuery”:”date=today%203-m&geo=US&q=Slack”,”guestPath”:”https://trends.google.com:443/trends/embed/”});

Others like restaurants are not faring well, but food delivery is up.

trends.embed.renderExploreWidget(“TIMESERIES”, {“comparisonItem”:[{“keyword”:”/m/06l8d”,”geo”:”US”,”time”:”2020-03-03 2020-04-03″}],”category”:0,”property”:””}, {“exploreQuery”:”date=today%201-m&geo=US&q=%2Fm%2F06l8d”,”guestPath”:”https://trends.google.com:443/trends/embed/”});

trends.embed.renderExploreWidget(“TIMESERIES”, {“comparisonItem”:[{“keyword”:”food delivery”,”geo”:”US”,”time”:”2020-03-03 2020-04-03″}],”category”:0,”property”:””}, {“exploreQuery”:”date=today%201-m&geo=US&q=food%20delivery”,”guestPath”:”https://trends.google.com:443/trends/embed/”});

Search Traffic Will Be Key

For many businesses, this is a critical time to be found online. When the dust settles, it will be as important as ever to survive.

Whether you’re a local business that needs to disseminate key info, a business that needs to pivot its offerings to stay relevant, or a business that will thrive in the new economy, that means optimizing your digital presence.

A recent local business survey from BrightLocal shows some promising results. While the majority are losing customers, they aren’t losing sight of the big picture. Many report their efforts to improve their websites and customer service.

How might this new economy impact Google Search? I imagine Google will get better at returning relevant search results for queries it believes are local. Perhaps to the point where appending “near me” to the query may not be necessary.

Local Business Necessities

Regardless, local businesses will want to ramp up their optimization so that local searchers can find them. Certainly, if you’re a local business, you’ll want to read this checklist for local search optimization.

For non-local businesses, think about the demands of this new WFH economy, how that will impact your offerings, and how you optimize. Our Always Up-to-Date SEO Checklist is a good place to start.

If you want to survive in this new digital world, you have to be digitally connected to be found.

For local businesses, prepare for a future where fewer people drive past or walk by your store, where the first touch point is a Google search. In this new world, search traffic is just as important as foot traffic.

If you’d like to know how to improve your website’s visibility in search, contact us for a free services quote.

FAQ: What are the key challenges local businesses face in the new work-from-home economy, and how can Location-Based Marketing address them?

The global work landscape has transformed dramatically, with remote work becoming the norm for many employees. While this shift offers flexibility and convenience, it has presented many challenges for local businesses striving to stay afloat.

1. Maintaining Visibility and Foot Traffic  

Local businesses often rely on foot traffic, which has dwindled as remote work reduces the number of people passing by storefronts. Location-based marketing leverages geo-targeting to reach potential customers in the vicinity, boosting foot traffic by delivering personalized promotions and offers to their mobile devices.

2. Adapting to Changing Customer Behavior 

Consumer habits have evolved, and businesses must adapt. Businesses can adapt their offers to changing customer demands through location-based marketing, providing businesses with a way to stay relevant in an ever-evolving marketplace.

3. Competing with E-Commerce Giants  

Local businesses often struggle to compete with e-commerce giants. Location-based marketing can help businesses target customers with location-specific promotions and incentives, fostering loyalty and drawing customers away from online behemoths.

4. Managing Operational Costs  

Reducing overhead costs is essential in challenging economic times. Location-based marketing can optimize advertising spend by focusing on the most promising areas, ensuring marketing efforts yield the highest return on investment.

5. Building a Robust Online Presence  

In the digital age, having a strong online presence is vital. Location-based marketing assists local businesses in building their online reputation, as satisfied customers can share their experiences and reviews, helping to attract new patrons.

By integrating Location-Based Marketing strategies, local businesses can thrive in the work-from-home economy by addressing these challenges effectively.

Step-by-Step Procedure: Leveraging Location-Based Marketing for Local Business Success

1. Identify Your Target Audience: Define your ideal customer and their geographic location.

2. Utilize Geo-Targeting: Employ Location-Based Marketing tools to target customers in specific geographic areas.
3. Analyze Real-Time Data: Monitor customer data to adapt your offerings in response to changing behaviors and preferences.
4. Personalize Promotions: Tailor marketing campaigns to offer location-specific promotions and incentives.
5. Optimize Advertising Spend: Use data analytics to allocate your marketing budget efficiently.
6. Build an Online Reputation: Encourage satisfied customers to leave reviews and share their experiences online.
7. Stay Informed: Stay updated with Location-Based Marketing trends and technologies to remain competitive.
8. Monitor Competitors: Analyze how your competitors use Location-Based Marketing and identify opportunities to differentiate your business.
9. Educate Your Team: Ensure your staff understands and can implement Location-Based Marketing strategies effectively.
10. Evaluate Results: Continuously assess the impact of your Location-Based Marketing efforts and make adjustments as needed.
11. Maintain Consistency: Keep your messaging and promotions consistent across all online and offline channels.
12. Engage the Community. Participate in local events to build customer loyalty.
13. Offer Value: To retain customers, offer exceptional service and value to encourage word-of-mouth marketing.
14. Measure ROI: Regularly measure the return on investment from your Location-Based Marketing campaigns.
15. Adapt and Innovate: Stay flexible and open to new Location-Based Marketing strategies and technologies.
16. Seek Professional Guidance: Consider consulting with Location-Based Marketing experts for guidance.
17. Build partnerships: Establish relationships with local businesses to strengthen and expand your presence.
18. Emphasize Customers: At the center of all your marketing initiatives should be customers’ needs and preferences.
19. Evolve and Grow: Continuously evolve your Location-Based Marketing strategies to meet changing market conditions.
20. Celebrate Success: Recognize and celebrate the successes and milestones achieved through Location-Based Marketing.

By following these steps, local businesses can harness the power of Location-Based Marketing to overcome the challenges posed by the work-from-home economy and position themselves for long-term success.

The post Location, Location, Location: How COVID-19 Will Change the Way We Live and Search appeared first on Bruce Clay, Inc..

There’s no question these are uncertain times. But how we as businesses and leaders react to situations and proactively prepare for the future will set us apart.

We are also in unprecedented times with social distancing. Yet quarantine or self-isolation doesn’t mean we’re cut off from all contact with one another. Technology is allowing people to carry on in many areas of their work and lives. It also presents new opportunities for businesses to engage with their audience and consumers.

The question for many remains how to adjust creatively now to survive — while also preparing for a future “normal” in which something like this could happen again.

While some predict the warm weather will curb the novel coronavirus transmission, others believe it’s here for the long haul. Of those who believe it will stick around, some think it will become just another seasonal cold.

Of course, time will tell how serious the pandemic really is, how prepared we will be to handle it, and how it will impact our daily lives.

That said, I want to share some real-time and forward-looking strategies for businesses and search marketing companies to understand how to face this pandemic. In this article:

• Impact of the novel coronavirus on marketing
• Don’t quarantine your marketing
• 10 to-dos for marketers in the current crisis
• Impact on search marketing vendors
• FAQ: How can search marketing budgets be optimized during periods of crisis?

The Impact of the Novel Coronavirus on Marketing

At the time of writing, conferences and any gatherings of more than 10 are being avoided or outright canceled.

Working from home and self-isolation are the new norms until further notice. So there is less traffic on the road, in the air, and walking into businesses.

Companies that invest marketing and advertising budget into things like signage, billboards or airplane magazines will find they’re getting less visibility than ever before. And organizations that rely on events and gatherings to generate new business and revenue may struggle to make up the difference.

It is entirely possible that radio and TV advertising spend will go up. It’s also likely that companies will hold on to cash, including marketing budgets, to brace for impact.

Some industries will fare worse than others during this crisis. For instance, as this article points out, if a business can’t get a product to market, they may cut marketing.

Reports from Search Engine Land show that industries like travel, events and restaurants are pausing their PPC campaigns altogether. Amazon has all but turned off its Google Ads campaigns, and instead is focusing on the demand for specific in-demand goods.

If you are in one of those most affected industries, your search traffic may also have tanked in recent days.

Facebook’s COO Sheryl Sandberg recently echoed the sentiment many people are feeling — that no one knows how big of an impact the coronavirus pandemic will have on marketing.

Is there a silver lining for search marketers? Yes, but we have to look for it.

We can assume that the more people are working from home, the more flexible the “workday” becomes. This means that people may be doing personal or business types of searches at any hour of the day or evening.

And, of course, search behavior will vary by industry and query. For example, coronavirus is dominating searches on top news and social channels as of late. And the query “toilet paper” has gained popularity since the beginning of March.

trends.embed.renderExploreWidget(“TIMESERIES”, {“comparisonItem”:[{“keyword”:”toilet paper”,”geo”:”US”,”time”:”today 12-m”}],”category”:0,”property”:””}, {“exploreQuery”:”q=toilet%20paper&geo=US&date=today 12-m”,”guestPath”:”https://trends.google.com:443/trends/embed/”});

What does this mean to search marketing? For some industries, some marketing budgets, and certain queries, the need for SEO and PPC will be greater than ever.

Don’t Quarantine Your Marketing

As with any crisis, how an organization responds is key. Are you calm and taking action, or panicked and paralyzed?

Two things people should not be doing right now: hoarding toilet paper and hoarding search marketing budget.

How a business treats marketing can make or break them. The answer in these times is to not stop marketing. For many though, it may be a good idea to reallocate the existing marketing budget (like the budget for events or billboards) to different digital channels.

10 To-Dos for Marketers in the Current Crisis

Here are 10 things businesses should consider when faced with the current situation or future situations like it.

1. Know search trends.

To be more relevant for short-term SEO and PPC campaigns, be aware of what’s being searched for now (I suggest using Google Trends). As a retailer, you might have huge gains from your SEM campaigns if you have the products people are searching for. On the other hand, if you know what type of search results are showing up for a query right now (remember: query deserves freshness), you can create relevant content to answer it.

2. Create timely and relevant content.

What does your audience or consumer want to know from you right now? Take this opportunity to communicate and give branded, unique insights on the situation. Make sure you have a good mix of content that’s both “business as usual” and relevant to the crisis so that you don’t look tone-deaf.

3. Ramp up your digital content.

Consider setting up your business now to produce more digital content like podcasts and webinars in both the short and long term. If you are a business with a lot of in-person consulting or training, now is the time to explore online training. By 2025, research estimates the e-learning sector will be valued at about $158 billion, so it’s not a bad time to get in on it. Lessons learned now about these strategies will prove useful should you need to continue to make them a part of your business.

4. Shift offline to online or modify.

If you are a local business or retailer, you’re going to have to think long term. Is it possible to shift a portion of your business online or change your business model? Can you shift in-store experiences to virtual or in-store shopping to delivery?

5. Optimize your content.

If you are creating content about the coronavirus or anything that’s trending, you want to ramp up your optimization efforts so that it can be found in the search results. Schema.org recently added COVID-19-related structured data types, for example.

6. Use search marketing for branding and crisis communications.

Even if the sale of your products and services is slowing down, you can use search engine marketing for branding purposes. For example, ads could point to landing pages with key information on them.

7. Use search marketing for reputation management and trust.

Corona beer, for example, may need to do this based on people’s perception of its relation to the coronavirus. You also should monitor how online sentiment may be impacting your trust signals during this time.

8. Stay ahead of your competition.

If you pause your search marketing campaigns, and your competition doesn’t, who will be set up for success when this whole thing passes? Which brands will people follow through all of this — those that stay in contact, or those that shut down?

9. Remember that SEO is a long-term strategy.

Unless it’s critical, you should not divert your SEO budget. You should keep calm and carry on because Google’s algorithms are not taking a break during a crisis. In fact, this slower period may be just the opportunity you need to do the back-burner projects (such as new content creation or server improvements) that can position you for SEO wins down the road.

10. Don’t buy cheap SEO.

When budgets are tight, the tendency might be to go with cheaper SEO programs or buy bundled marketing services instead of using experts who specialize. In times like these, companies cannot afford to implement anything less than expert SEO. After the dust settles, they will be dealing with another crisis: no rankings, no targeted traffic, and possibly Google penalties.

What Will Be the Impact on Search Marketing Vendors?

This will likely not be a fun time for marketers unless you’re on the right side of things. For many search marketing firms, staff cuts are inevitable.

A search marketing agency cannot survive as a company of interns. Many large agencies that are used to thriving on less-experienced professionals will not succeed. That’s because for a portion of this workforce, the work-from-home approach will not be successful. Lack of experience without close mentorship does not produce stellar results.

For this reason, I speculate that a lot of search marketing firms will not make it. Tougher times do not bode well for agencies without a majority of senior staff.

Agencies will also need to do what is necessary to continue servicing new and existing clients. For some clients, budget cuts could be a concern (although the hope is that they see the value in continuing search marketing for all the reasons outlined in this article).

That means having to modify current campaigns and programs to focus on what is necessary now. Some may have new strategies while others may choose to do baseline tactics but not be as aggressive as before.

Some clients may consolidate vendors in these times. They may choose to bundle all their digital marketing services with one agency for a discount.

What we learned in the last recession was that these agencies weren’t experts in everything. Some of them even subcontracted to us at Bruce Clay Inc. for the SEO portion of their agreements.

Unfortunately, businesses that didn’t have SEO experts working in the background realized they had shot themselves in the foot with mediocre services after the recession ended. Many of them came to us to fix what was done in that time period.

At the end of the day, search marketing professionals, especially SEOs, are no strangers to reinventing themselves at the mercy of rapid changes (like algorithms). So, I am confident that many vendors can rise to the occasion and survive.

Closing Thoughts

Now is the time for all of us to be leaders — businesses and search marketing vendors. We need to create short-term solutions and future-oriented strategies for our businesses and our clients.

We need to be creative with our products, services and communications. We need to send the right message: that we can carry on in the face of a crisis.

In the eye of the storm, it can be hard to see anything but chaos. The best defense is to do what is necessary to still be standing after the storm.

Let us know if we can help you navigate your business through these times. Call us or fill out our contact form here.

FAQ: How can search marketing budgets be optimized during periods of crisis?

The world of digital marketing is dynamic, and businesses often face unforeseen crises that impact their budgets. Optimizing your search marketing budget in such turbulent times becomes crucial for survival and growth. As an expert in the field, I will guide you through the process with proven strategies.

1. Assess Your Current Situation:

Begin by evaluating your current marketing performance and financial standing. Understand the severity of the crisis and its impact on your industry. Identify which marketing channels are still viable and which need adjustment.

2. Prioritize Your Goals:

During a crisis, your marketing goals may shift. Focus on short-term objectives that ensure business continuity. These include retaining existing customers, reducing marketing costs, or pivoting to new opportunities.

3. Keyword and Market Research:

Update your keyword and market research. Consumer behavior can change dramatically during a crisis, so you must adapt your SEO strategy accordingly. Look for trending keywords related to your products or services in the context of the crisis.

4. Optimize Ad Campaigns:

Review your ad campaigns and refine them for relevancy. Pause or modify campaigns that are less effective in the current climate. Allocate resources to the channels that are performing well.

5. Monitor and Adjust Continuously:

Regularly track the performance of your campaigns. Set up alerts and KPIs to monitor changes in real time. Be prepared to adjust your strategy as the crisis evolves.

6. Leverage Social Media:

Increase your social media presence to stay connected with your audience. Share valuable information, offer support, and maintain a consistent brand voice. Social media can be a cost-effective way to engage during a crisis.

7. Cost-Effective SEO:

Focus on organic search optimization. Invest in high-quality content creation, which can yield long-term benefits. Optimize your website for mobile devices and user experience.

8. Reallocate Resources:

Consider reallocating the budget from offline marketing channels to online ones. Digital marketing often provides more flexibility and better tracking capabilities during crises.

9. Competitive Analysis:

Analyze what your competitors are doing. Identify gaps in their strategies and capitalize on them. Adapt quickly to changing market dynamics.

10. Data-Driven Decisions:

Base your decisions on data, not assumptions. Use analytics tools to gain insights into customer behavior and preferences. Adjust your campaigns accordingly.

Optimizing search marketing budgets during a crisis requires a proactive and adaptable approach. You can navigate the storm successfully by assessing your situation, prioritizing goals, and continuously monitoring and adjusting your strategies. Remember that crisis periods can also present opportunities for innovation and growth, so stay agile and resilient in your marketing efforts.

The post Don’t Quarantine Your Marketing appeared first on Bruce Clay, Inc..

We proposed a number of improvements including radical siloing of their massive website contents. We said that if they implemented every recommendation in our strategy, it would generate a significant increase in traffic. So much so that they’d need to upgrade their servers to handle the load.

It was quite a risk for the client to take, but they got behind it.

Every SEO recommendation, no matter how large or small, would be implemented. They knew in order to pull it off that, everybody — from the executives to the marketing and IT teams — would need to be a part of it.

The chairman of the board called a company meeting. He announced that search engine optimization was a key strategic initiative for the company. Everybody needed to be on board … or, essentially, they could find another place to work.

After implementing the SEO program, then came the results: a 900 percent increase in traffic within the first week. The site’s prominence continues to this day.

• SEO takes commitment 
• Obstacles to thinking SEO
• FAQ: Why is a customer-centric approach essential for SEO success?

SEO Takes Commitment

Commitments cannot be half-hearted and succeed. With SEO, you’re either all in or you’re out. CMOs and other top decision-makers must understand that SEO is a key strategic initiative for any company today.

Unfortunately, a 2019 Gartner study found that in North America and the UK, less than 7 percent of the marketing budget is allocated to SEO. Yet most of the budget goes to the website. Notice a gap in thinking?

In fact, Gartner reports that “nearly half of brands lack a discernible search strategy; only 10 percent are maximizing the opportunity search offers.”

This is a problem when organic traffic drives more than half of the traffic to a website and up to 60 percent of the revenue versus other channels (per BrightEdge research in 2019).

Obstacles to Thinking SEO

One issue that many forget is that SEO is a long-term strategy. So, they invest in other channels that offer quicker gratification.

Balancing different marketing strategies is a CMO’s job. But it’s imperative not to sacrifice long-term sustained search traffic by focusing too much on alternatives.

Another issue: siloed thinking. While silos in SEO are a good thing, they’re not so great when it comes to organizational success. McKinsey reported that cultural and behavioral challenges, which include functional or departmental silos, have the most impact on the ability to meet digital priorities.

In fact, in its research with executives, McKinsey found “siloed thinking and behavior number one among obstacles to a healthy digital culture.” And, as shown in the chart below, it can have a negative impact on the economic growth of a company.

Overcoming the Obstacles

The key to breaking down silos, according to McKinsey, is education and accountability. When staff understands the impact of an SEO initiative and is held accountable for their decisions (it’s not just “someone else’s job”), you can begin to make great progress. This, by the way, is why we enroll clients in our SEO training course at the start of their project.

At the end of the day, an SEO strategy is not really just about “doing SEO.” It’s about driving growth and remaining competitive. And above all, it’s about putting the user first. These are the ideas that need to be communicated and bought into for SEO to succeed.

At its best, customer-centricity extends far beyond marketing and product design to become a unifying cultural element that drives all core decisions across all areas of the business.

–McKinsey & Company, “Culture for a Digital Age” report

Companies that make big bets on their digital strategies know what their competition is up to. As McKinsey points out, “Goals should reflect the pace of disruption in a company’s industry.”

This includes Nordstrom, which, in the face of Amazon, “committed more than $1.4 billion in technology capital investments to enable rich cross-channel experiences,” McKinsey reported.

And this is exactly what our client did when they bought into SEO as a key strategic initiative for their company.

If you’re doing search engine optimization, with every decision, you need to ponder: How will this decision impact SEO’s ability to put the user first and drive results?

• Redesigning the website? Ask how SEO needs to be involved.
• Writing content? Consider how it can be optimized to fit the SEO strategy.
• Launching a new product? Involve SEO sooner in the planning.

SEO needs to be a natural process throughout our businesses, not a seldom-remembered “nice to have.” One voice is not enough within the company.

The CMO or the SEO cannot always be in the room, so in order to support SEO as the key strategic initiative that it is, we need others in the company to live and breathe SEO.

United is how we win, so others in the company should get on the bandwagon … or get off.

If you found this post helpful, please share it and subscribe to our blog. To inquire about our SEO audits or other services, contact us today.

FAQ: Why is a customer-centric approach essential for SEO success?

Search engine optimization (SEO) is an essential tool businesses use to expand their online presence. While traditional keyword stuffing and link-building techniques may once have provided businesses a competitive edge in the online world, for SEO to truly work successfully, businesses must adopt customer-focused strategies instead.

Understanding the Customer-Centric Approach

A customer-centric approach in SEO revolves around putting your audience first. This approach emphasizes providing users with value and relevance rather than simply optimizing for search engine algorithms. Understanding their preferences will allow you to tailor content specifically to them and tailor websites as per user preferences.

Building Trust and Credibility

Adopting a customer-centric strategy is one way to build trust and credibility among your users, who will more likely engage with and return to your website when they find its content relevant and valuable. Search engines recognize this increased engagement from users as a sign that the site provides quality resources; rankings will eventually rise accordingly.

Enhancing User Experience

Customer experience is an integral component of SEO success, so customer-centric approaches should ensure your site loads quickly and offer an uninterrupted browsing experience for users. These factors keep visitors on your site and reduce bounce rates, contributing positively to your SEO efforts.

Long-Term Relationship Building

Lastly, a customer-centric approach fosters long-term relationships with your audience. You can transform one-time visitors into loyal customers by consistently delivering value and addressing their needs. Engaging customers are more likely to promote your brand and share its content, driving up SEO rankings.

Customer-centricity isn’t just a buzzword – it’s an effective strategy that will lead to success. By prioritizing the needs and preferences of your target audience, prioritization helps build trust, enhance user experience, and forge lasting relationships – essential ingredients in reaching top SEO rankings.

Step-by-Step Procedure: How to Implement a Customer-Centric Approach for SEO Success

1. Research Your Audience: Start by deeply understanding your target audience’s demographics, preferences, and pain points.
2. Keyword Research: Identify keywords that align with your audience’s interests and needs.
3. Create High-Quality Content: Develop informative, engaging content tailored to your audience’s interests.
4. User-Friendly Website: Ensure your website is easy to navigate, loads quickly, and is mobile-responsive.
5. Optimize for Mobile: Given the prevalence of mobile device usage, prioritize mobile optimization.
6. Prioritize Page Speed: Optimize your website’s loading speed for a better user experience.
7. Use Structured Data: Implement structured data markup to enhance search results and provide more information to users.
8. Quality Backlinks: Focus on acquiring quality backlinks from reputable websites in your industry.
9. Regularly Update Content: Keep your content fresh and relevant to maintain user engagement.
10. Engage on Social Media: Connect with your audience on social media platforms to foster relationships.
11. Collect User Feedback: Gather user feedback to improve your website and content continuously.
12. Local SEO: If applicable, optimize for local search to attract nearby customers.
13. Monitor Analytics: Regularly analyze website and SEO performance using tools like Google Analytics.
14. A/B Testing: Experiment with strategies to determine what resonates most with your audience.
15. Adapt and Evolve: Be flexible in adapting your SEO strategy based on changing user behavior and search engine algorithms.
16. Build Online Communities: Foster online communities related to your niche to engage with your audience.
17. Leverage Social Proof: Showcase customer reviews and testimonials to build trust.
18. Educate and Inform: Provide informative resources that help users solve problems or make informed decisions.
19. Track Competitors: Keep an eye on what your competitors are doing regarding SEO and user engagement.
20. Stay Updated: Continuously educate yourself on the latest SEO trends and customer behavior to stay ahead in the digital landscape.

The post CMO Directive: ‘Think SEO’ or Work Somewhere Else appeared first on Bruce Clay, Inc..

Kicking off the conference, CEO Sundar Pichai opened a two-hour keynote to a packed audience of developers, tech reporters and others who were joined by viewers in 85 countries watching online to hear what was new from the tech giant, including one overarching announcement:

We have shifted from a mobile first to an AI first world.

This shift into an “artificial intelligence first” world will impact the way customers find your business AND the way you interact with those customers.

Lots of articles no doubt list the many Google feature announcements coming out of the I/O conference. But here, we zero in on something that all business owners should be aware of as we move forward into this AI-powered, machine learning-based new world…

Focus on solving user problems

One thing becomes clear as you watch the tech giant unveil feature after feature: Each new product is designed to solve a problem. You could say this is the key to Google’s success.

During yesterday’s keynote alone, Google announced many coming AI-enabled features that exemplify this problem-solution strategy. Here are just a few.

• Google Assistant will be much more connected, even allowing people to type their interactions through a phone instead of speaking them — because there are times you don’t want people to overhear what you’re saying.
• Google Photos is getting Photo Sharing, a new feature that can recognize people in your photo and proactively suggest sending them the file — because people have a problem following through and sharing their photos.
• Google Visual Positioning Service will be able to guide your indoor movements through a store such as Lowes to help you find what you want — which solves a big problem for visually impaired people, not to mention the rest of us who need help navigating aisles.
• Google Lens is a fascinating new AI feature that takes visual identification to new heights. In one application, Lens can remove obstructions in front of a subject, such as a chain link fence (see demo tweeted below), and fill in the missing elements — because people want to be able to take better pictures.

Yes, this is a real thing real people at Google are working on. #Googleio2017 pic.twitter.com/vZJqkHBtH3

— Golden Krishna (@goldenkrishna) May 17, 2017

Let’s apply Google strategy to your business. In a nutshell:

To find the opportunities awaiting discovery for your own business, ask yourself two questions:

1. What do people complain about in my industry? Complaints expose problems just waiting for a new product, service or technology to solve. This kind of negative feedback also provides clues for how to best engage your prospective customers.
2. What is difficult or time-consuming for prospective customers to accomplish today? In addition to listening for pain points, also just observe. Look for processes that everyone just accepts, but which require a lot of time and effort to do.

If your business innovates a solution to a problem, you can make people’s lives or jobs easier, potentially jump ahead of your competition, and grow your business.

But even if you’re not going to invent the next great product, by understanding people’s needs better you can offer solutions more effectively. Your marketing campaigns will ring truer (and have better click-through rates!) if they come from a point of empathy.

Solving people’s problems underlies the majority of Google’s advancements. Make it your business’s mantra, too.

Note: You can watch Google I/O to see various presentations live May 17–19 (check out the schedule here).

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The post The One Thing Your Business Can Immediately Take Away from Google I/O appeared first on Bruce Clay, Inc..

In addition to Clay’s and Newlands’s experience-driven and field-tested knowledge, “Content Marketing Strategies for Professionals” taps into case studies, articles and anecdotes from internet marketing powerhouses, renowned for their savvy in content strategy, marketing, public relations, media and SEO. The content marketing all-star lineup includes:

• Chelsea Adams
• Jordan Armstrong
• Michael Brito
• Lisa Buyer
• Jonathon Colman
• Andy Crestodina
• Alyce Currier
• Ric Dragon
• Kristi Kellogg
• Virginia Nussey
• Lee Odden
• Trent Partridge
• Adam Sutton

Read on for sneak peek of what content marketing advice each of these experts revealed in “Content Marketing Strategies for Professionals.” Among the contributors? A Webby Award winner, CEOs, journalists, authors, brand managers and even a Dragon.

The Content Re-Imaginer: Lee Odden

Repurposing Content and Collective Social Wisdom

Is your brand “sitting on all types of content and digital assets that could (be) repackaged, repurposed or curated into usefulness?” If it is, Lee Odden has outlined a strategy to maximize efficiency, capitalize on consumers’ short attention spans and build SEO relevancy. Odden writes:

“Using a template, you might have customizable expressions or paragraphs according to specific verticals or customer segments that accentuate unique benefits, data and customer goals. Then a skilled copywriter would review and make final adjustments versus writing from scratch about something that is essentially the same but meant for a slightly different market.”

Lee Odden is the author of “Optimize” and CEO of TopRank Online Marketing, an agency focused on search, social media, PR and content marketing.

The Facebook Strategist: Jonathon Colman

Prove the Value of Your Content with an Audit

Jonathon Colman provides a step-by-step process to evaluate the performance and quality of your site’s content. He explains what data is necessary and how to compile it, then how to make “honest, qualitative judgments about your content.” Colman writes:

“Go through each of your pages and examine them against your brand. Do they live up to your brand tenets and core values? Are they simple enough for your target audiences to use and understand? Do they inspire trust and build community? Do they meet the spirit of your voice and tone?”

For more than 15 years, Jonathon Colman has helped people and organizations build, find and use the best stuff on the web. Colman is a content strategist at Facebook and a Webby Award winner. Learn more at JonathonColman.org.

The Content Chemist: Andy Crestodina

Google Authorship: How to Do It and How It Affects SERP Rank

A Google Authorship rich snippet is a valuable commodity – Andy Crestodina highlights the benefits of implementing Google Authorship snippets and shares the steps to set it up. He also explains why Google Authorship is important for guest bloggers, as well. Crestodina writes:

“Think of Authorship as a ‘digital signature’ that verifies online profiles, puts a face to a name, and closely ties search marketing with social media. It was created to help people identify more relevant content, and — since relevance always takes precedence in search engine results pages — it tends to have a ranking advantage over content created anonymously.”

Andy Crestodina is a web strategist, co-founder of Orbit Media, and author of “Content Chemistry: An Illustrated Handbook for Content Marketing.”

The Business Builder: Michael Brito

Your Content Strategy: Defining Paid, Owned and Earned

Michael Brito teaches you how to leverage converged media. First learn what separates paid media and earned media, and why combining the two types of media results in an amplified campaign. Brito writes:

“While each of these channels play a critical role in your content strategy, the real power is when you can integrate two or more of the channels into one campaign or initiative. This is referred to as converged media. The same thinking has led to the recent surge in ‘native advertising.’ Sites such as Buzzfeed, Crave and Forbes are capitalizing on the opportunity to mobilize their lean but hungry editorial teams to create paid content for brands that lives alongside the site’s original content.”

Michael Brito helps transform brands into media companies by implementing content strategy, scaling community management and integrating paid, earned and owned media. Brito is the author of “Your Brand, The Next Media Company.”

The PR Pro: Lisa Buyer

Content PR Secrets: How to Optimize Events

Lisa Buyer calls for brands to look at events as opportunities to attract record engagement – from those attending and those not attending by “including the media, bloggers, and high influencers.” Buyer recommends thinking of an event like a journalist, and looking for every opportunity to broadcast an event. Spread the buzz of any event by “optimizing, socializing and publicizing” through live tweeting, liveblogging, video interviews, image sharing and more.

“Whether it be a conference, grand opening event, product launch, or some other gathering, there’s a lot of opportunity that can be found in news-jacking your own event. Plus, strategically curating images and videos to publicize events can also create a great social PR library and historical timeline … The trick is to start the process before the event, keep it going throughout the live experience, and then continue on after everyone’s gone home.”

Lisa Buyer, author of “Social PR Secrets,” is the president and CEO of The Buyer Group. Buyer was named one of the Top 40 Digital Strategists for 2013.

The SERP Slayer: Ric Dragon

Case Study: Ford Company Taking Content Seriously

Social media presence and content creation are major initiatives. Ford has been a household name since 1903, and Ric Dragon takes a deep dive into Ford’s content marketing strategy, focusing on the fact that advertising and content are separate entities and sharing insights from Scott Monty, Ford’s global head of social media. Dragon writes:

“Content is playing a key role (in Ford’s marketing and social media campaigns). As Monty told me, ‘Our marketing is moving away from a campaign mentality, to an “always-on” mentality. That requires a lot of content.’”

Ric Dragon  is CEO and chief strategist for DragonSearch, a leading niche player in Internet marketing. He is the author of Dragonsearch Online Marketing Manual and Social Marketology.

The SEO-Minded Media Manager: Virginia Nussey

SEO Content Curation in Post Panda World

Finding the time to invest in a content marketing strategy can be a challenge for small and midsized businesses that manage their own media. For businesses looking to more content without sacrificing quantity, Virginia Nussey shares guidelines for curating content. By curating content properly (repackaging it with added value), businesses can increase publishing frequency by generating relevant content with SEO ranking potential. Nussey writes:

“Text should be unique – duplicate content offers a website no value. Google filters duplication from search results. Readers are unlikely to read duplicate content or share it with their networks. A general length guideline is 200+ unique words of editorialized content per curated story.”

Virginia Nussey is Bruce Clay, Inc.’s content manager. She has worked for the company since 2008 as a writer, blogger, industry reporter and communications strategist.

The Video VIP: Alyce Currier

6 Steps to Help You Build a Constant Video Stream

Video is integral to content strategy. According to Bruce Clay, the importance of video is only going to increase in 2014. More than ever can content marketers make use of Alyce Currier’s tips on creating quality, consistent videos. Currier shares how to maximize your production, remove creative barriers, schedule effectively, build trust and more. Currier writes:

“Just like blogging, video isn’t something you should do once and then be done with. To make it work, you need to figure out how to make video over and over again … Don’t start with your front page video! Instead, address some smaller friction points with video so you can experiment with lower-pressure content. For example, answer a support question that you get all the time, or make a video to accompany a blog post.”

Alyce Currier is the content strategist at Wistia. Discover more video production, marketing, and concepting tips from Currier in the Wistia Learning Center.

The Social (Media) Butterfly: Kristi Kellogg

Who’s an Influencer?

Kristi Kellogg explains why social influence scores matter and breaks down how Klout and Kred — two leading apps that measure social influence — work. Kellogg writes:

“Influence is determined by a myriad of engagement factors, including shares, mentions, likes, retweets, number of followers, and quality of followers. It’s not, however, a race for followers — a high Klout or Kred score comes from quality of interaction, not quantity of interaction.”

To learn more, see how to use Klout and Kred for improved online interactions.

Kristi Kellogg is a content writer at Bruce Clay, Inc., journalist, and community manager. Her articles appear in newspapers, magazines, and across the Internet. Get the whole story at www.KristiKellogg.com.

The Viral-Minded YouTube Strategist: Jordan Armstrong

Connecting Brands and YouTube Stars

Jordan Armstrong reveals his strategy for earning traffic on videos. Armstrong recommends that brands identify YouTube stars in your niche and working with them, and therein tapping into their already-established network. Armstrong explains:

“Companies and content creators/video publishers must work together in the right way. It’s the company’s job to creatively seek opportunities for YouTubers. It’s the YouTube publisher’s job to consistently create authentic and engaging content for their viewers. YouTubers who focus on working with the right companies and who stay open-minded about new opportunities always set new trends. Work with the right influencer(s) in your vertical … Focus on your marketing and identifying those YouTubers.”

Jordan Armstrong is a YouTube strategy expert, marketing consultant and entrepreneur.

The Data-Driven Content Writer: Chelsea Adams

How to Save Your Marriage with Content Marketing Strategy

Chelsea Adams shares her belief that the tenants of a successful marriage are the same tenants of successful content marketing. Learn how this creative view of content marketing can lead to a healthier content marketing campaign characterized by communication, authenticity, ethical behavior and goal setting. Adams asserts that Internet marketers need to:

“Realize how completely human content marketing is, and that every aspect of it needs to be approached with a “by humans, for humans” mentality.”

Chelsea Adams is a senior content writer at Bruce Clay, Inc. and SMX liveblogger.

The SEO-Focused Photographer: Trent Partridge

How a Fashion Gig Got Me Started with Image Marketing

As both an Internet marketer and a photographer, Trent Partridge shares his unique insights on optimizing photos so they top the SERP. Partridge shares his proven strategy for optimizing images and the results of one of an image campaign for a South Beach fashion show:

“Overall the organizers saw 23% of visits coming from image search, 10% from external links, and the gain of two power clients who said they found the organizers either through image search or an external link.”

Trent Partridge has been in the Internet and social media marketing industry for more than 14 years. Partridge is the author of “Internet Marketing for Music Artists, Models and Entertainers” and “MyPropFolio Social Media Workbook.”

The Persona Whisperer: Adam Sutton

Targeted Persona Strategy Lifts Sales Leads 124%

The better you know and understand your audience, the better you can tailor your content (and campaigns). When you’re looking to generate and convert leads, persona research is key. Sutton outlines the basics of persona research and shares the results of a case study. Sutton writes:

“Content quality is in the eye of the beholder. You have to understand the audience before you can “wow” it with great blog posts, white papers and webinars.”

Adam Sutton is a senior reporter with MarketingSherpa, a research firm specializing in tracking what works in all aspects of marketing.

If you want to take your content marketing strategy to the next level, “Content Marketing Strategies for Professionals” is the book for you. Got a content marketing question that just can’t wait? Share it in the comments, and one of our contributing experts will answer.

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The post Content Marketing Strategy: More than a Dozen All-Star Professionals Reveal Insights and Tips appeared first on Bruce Clay, Inc..

When people think of “Web design,” they often think of the look and feel of the site, the colors, the graphics, etc. From an SEO perspective, the design of the site includes that and so much more. It’s the architecture of the website that ensures it’s as search-engine-friendly as possible, and it touches everything from the code to the content to the navigation and more.

• Phase 1: identify what type of SEO strategy fits
• Phase 2: plan the architecture of the site for SEO
• Phase 3: build the site for SEO
• Phase 4: ongoing SEO
• FAQ: How can I master SEO web design and development for optimal results?

Let’s have a look at what it takes to build SEO into Web design and development right from the start. In-depth commentary follows this image.

Phase 1: Identify What Type of SEO Strategy Fits

In the first phase, the framework for the site is built. It’s through the research process that the wireframe for SEO is discovered. If possible, it’s ideal to build PPC campaigns simultaneously, since SEO and PPC are often interconnected through the content and keywords of the site.

The very first step in SEO Web design is identifying what type of site it is (B2B, e-commerce, news publishing, microsite, etc.). SEO tactics vary by type of site because people search differently depending on if they are buying a product or researching a topic and so on. (Of course, both of these behaviors can fall into one category like e-commerce, but defining what type of site first maps out the process for keyword research).

On the PPC side, you’ll need to decide if the campaign will drive people to pages within the site using the keywords for those pages, or if there will be a designated standalone page for a particular promotion.

Deciding what type of CMS will be used in this phase is crucial to the SEO strategy as well. The content management system needs to be flexible enough to support SEO initiatives in the long term. This includes things like full URL control, clean code, ease of use for every type of role that will touch the site, the ability to make edits on the fly and apply to multiple pages as needed, and more.

Phase 2: Plan the Architecture of the Site for SEO

Next is the keyword research and planned construction of silos, or content organization, for the site. The silo planning influences the keyword research and the keyword research further refines the silos.

Ideally, the site owner first gives input on what kinds of services, topics, and objectives are important. Then, keyword research is performed to support those objectives by finding out what the target audience is searching for. Once the keywords sets are defined, topics will be defined for the silos and the navigation on the site can be built out.

Next comes the layout of the site and planning the design theme. SEO objectives in the Web design phase should be considered. Figure out which program will be used for design – is it search-engine friendly? This is where you’ll consider options like HTML5 instead of Flash, and look at the construction of pages through the code so that they are set up to be easily crawled by search engine spiders.

During this phase, the content for the silos will be written with the topics that were defined in the previous phase – those topics that are driven by keyword research, business objectives, and of course, providing relevant information to the target audience. In this phase, you’ll optimize the content with the keyword sets appropriate to the pages within the silos.

Phase 3: Build the Site for SEO

The SEO Web development phase is fairly straightforward. In this phase, the planning and the vision for the site should have already been approved and signed off on, and the developers should know how they will be constructing the site for SEO, so there won’t be any surprises. In short, this is the phase where Web pages will be built so the bots can crawl and index them quickly and easily, so they can present your pages to the target audience when users perform queries related to your keyword set.

During this phase, the content will be uploaded and the pages will be constructed in a search engine-friendly way, ensuring on-page optimization through the use of Meta tags, custom URLs, and more. There will likely be tweaks and revisions to the design to see it through to the end product.

Phase 4: Ongoing SEO

The job of SEO is never really quite finished. Once the foundation of the site is solid SEO-wise and the site is launched and running, the SEO strategy continues on. Think of it as a cycle, where the strategy is applied, results are measured and then another iteration of the strategy is applied, always ensuring the site is improving upon itself.

In the ongoing phase, the site and its SEO strategy are also complemented by other Web marketing initiatives that include:

Ensuring analytics is set up and tracking progress on goals.

Managing the PPC campaigns that support the site’s Web pages and content or individual promotions.

Social media integration and management to build community around the brand, and to market and distribute content.

Conversion rate optimization to help Web pages perform even better on the site, turning traffic generated from SEO and other means into clients and/or revenue.

Web maintenance – tweaking content, layout, design — or whatever is needed to keep the strategy on track.

Keep in mind that many of the same principles applied in the construction of the site from the ground up can also be applied when reconstructing a site to make it search engine-friendly. The process will vary slightly based on the performance of the individual site and other factors discovered in a site audit.

Transform your website’s potential into reality – start your SEO journey from the ground up with us and craft a search engine-friendly site that thrives. Contact us. 

FAQ: How can I master SEO Web design and development for optimal results?

Doing digital marketing well requires mastery of search engine optimization web design and development. I understand the challenges associated with staying ahead in an ever-evolving field like search engine optimization; we will explore some key insights and practical advice that will help you ace SEO for web development and design.

Understanding the Core Principles

The foundation of effective SEO lies in understanding the core principles. Start with a comprehensive grasp of search engine algorithms and how they evaluate and rank websites. This knowledge will guide your web design and development choices, ensuring they align with the criteria that search engines prioritize.

Strategic Keyword Integration

Integrating relevant keywords strategically is an art that can significantly impact your SEO success. Identify buyer intent search terms related to your niche and seamlessly incorporate them into your website’s content, meta tags, and URLs. Remember, subtlety is key – avoid keyword stuffing, as search engines now prioritize quality over quantity.

Optimizing Site Structure and Navigation

A well-organized site structure and intuitive navigation contribute to a positive user experience, a factor highly valued by search engines. Prioritize mobile responsiveness, fast loading times, and clean URL structures. This not only enhances SEO but also ensures visitors stay engaged and explore your site further.

Content is King

Content quality is at the core of successful SEO web design. Craft content that is informative, compelling, and shareable  —  something that will resonate with your audience and engage them. Regularly update your content to stay relevant in search engine rankings and demonstrate your commitment to providing value.

Building High-Quality Backlinks

Establishing a robust backlink profile remains a crucial aspect of SEO success. Cultivate relationships with reputable websites in your industry, collaborate on content, and seek opportunities for guest posting. Search engines take notice if your website boasts many backlinks; search engines will note this quality indicator of its worthiness.

Utilize analytics tools to monitor your SEO results and identify any areas for improvement.

Attaining mastery of SEO in web design and development requires a combination of technical knowledge, creativity, and adaptability. Understanding search engine algorithms, including strategically selecting keywords for inclusion on websites and optimizing site structures while prioritizing high-quality content production as well as building high-quality links are necessary steps in reaching optimal results.

Step-by-Step Guide: Mastering SEO Web Design and Development

1. Understand Search Engine Algorithms: Familiarize yourself with the latest updates and algorithms of major search engines.
2. Keyword Research: Identify buyer intent search terms relevant to your niche.
3. Strategic Keyword Integration: Seamlessly incorporate keywords into your content, meta tags, and URLs.
4. Optimize Site Structure: Prioritize mobile responsiveness, fast loading times, and clean URL structures.
5. Create Quality Content: Develop compelling, informative, and shareable content regularly.
6. Backlink Building: Cultivate relationships with reputable websites for high-quality backlinks.
7. Utilize Analytics Tools: Monitor website performance and track the impact of your SEO efforts.
8. Stay Updated: Keep abreast of industry trends and algorithm changes.
9. User Experience Focus: Prioritize an intuitive site structure and navigation for a positive user experience.
10. Adaptability: Be ready to adapt strategies based on evolving SEO trends.

Continue these steps to build a comprehensive understanding and master SEO for web design and development.

This article was updated on December 19, 2023.  

The post How to Do SEO Web Design and Development appeared first on Bruce Clay, Inc..

Well let me ask you this: Does your company have anything to do with the following?

Or

Or

If the answer is “no,” read on.

The allure of Pinterest from a Web marketing perspective, and one of its main selling points for B2Bs is to drive traffic to your site (and then hopefully convert community members into clients someday – right?).

While we can’t argue the value of social, we also know it’s not always directly related to the bottom line; so it would seem reasonable that Pinterest could be yet another avenue to reach and connect. But, money is on the table.

It’s takes resources to build a social strategy, a community and to keep it up well. Sure, you can “try” something to see how it works, but without a clear goal in mind, without a mapped out path and without knowing who you are talking to and why, those “try and see” efforts will cost you.

There’s a lot of businesses trying a lot of creative things on Pinterest, so there’s certainly potential. But before you dive in, explore the following questions:

• Why are you interested in making Pinterest a part of your social strategy? Have a clear answer before you proceed.
• Is your target market using Pinterest? Check out the demographics before making a decision.
• Are you willing to put the time, money and resources into creating great visuals people will want to share and integrating those into your site and content strategy? If the answer is no, you’ll likely just blend in with the crowd.

Get to Know the Pinterest User Demographics

First things first: You need to know if the millions of people who use Pinterest each day are even remotely close to becoming a client of yours. Well, let’s take a look. According to Google’s DoubleClick Ad Planner data, Pinterest’s demographics are as follows:

• Female dominated by more than 80 percent.
• The majority (39 percent) earns between $25,000 to $49,999 annually.
• Dominant age group is 39 to 44 at 29 percent.
• Sixty-one percent has “some college” education.
• Interests in order of affinity include fashion designers and collections; gifts, fashion and style; crafts, gifts and special event items; fiber and textile arts; blogging resources and services [that one was interesting to me]; interior design; hobbies and leisure; and homemaking and interior décor.
• The sites that Pinterest users also visit in order of affinity are Chef-in-Training.com, SixSistersStuff.com, FoodGawker.com, SkinnyTaste.com, TeachersPayTeachers.com, TipJunkie.com, ApartmentTherapy.com, Blogs.Babble.com, Twitter.com and ThePioneerwWoman.com.

If any of these demographics sound like they could be your target market, then you may have a starting point here for ideas. I’m a big fan of looking for creative ways to engage before throwing the idea out the window altogether.

Do some research on what others in your space are doing (if any) and how they’re doing it. You can also check out Pinerly, launching soon, which is a Pinterest dashboard that promises to make discovering ways to connect and managing efforts on Pinterest much easier. Could be good for research.

If none of these demographics speak to your brand, you have to ask yourself, What are we expecting to get from Pinterest? If the immediate answer is “traffic to our site,” you’re not putting the user’s best interest at heart and you’ll likely fall flat.

If the only other good answer is “brand recognition,” you have to ask if any of these people could become a client someday or might recommend you for services to someone they know – sounds like kind of a stretch, eh? If brand recognition is your saving grace for using Pinterest, your efforts may be better spent in another community that houses people who are more interested in the services and ideas you want to share.

OK, I Want My Company to Try Pinterest. What Next?

One thing is for certain: If you’re going to be joining Pinterest as a B2B, and are hoping that your content is viewed and shared, you better have some really creative ideas with some amazing visuals that people will want to pin and repin.

And since your website will be the main focus of where you want to draw people into, here’s a couple other things to consider with regards to being ready for Pinterest integration:

• Have engaging visuals in the content of your site that people want to pin. Make sure it highlights your expertise while adding something creative and of value to the Pinterest community. Remember, the content surrounding your visuals will need to be relevant, too.
• As always, quality content is key. I’m not just talking about the awesome visual you just made for your site to entice people in; I’m talking about the content on the page and the rest of the site — that’s what’s going to keep them there.
• Make sure your site is set up for conversions once the user lands on the page. This means whatever it is that you want to happen once the user gets to your site. Set goals and make sure you’re tracking them to see if you are getting the results you want from Pinterest traffic.
• Publicize your presence on Pinterest through the badge code it provides. Just like any other social medium you have, promote it as many places as you can online and offline.

The post I’m a B2B Company, Should I Be Using Pinterest? appeared first on Bruce Clay, Inc..

Social media is all the hotness when it comes to online branding. But what if your biz doesn’t exactly lend itself to the sexy sharing medium? That was the topic of my conversation with Check n’ Go’s Rachel Colonel. Check ‘n Go is a pay day lender, and, as Rachel points out, that’s not exactly the kind of place you check-in to on foursquare. So, with high hopes, she came to SMX West poised to learn about how other businesses in similar situations are leveraging social channels for customer outreach and brand building. The video and a transcript of our interview follows.

VN: Tell us about yourself, Rachel.

RC: I work for Access Financial. We are the parent company of Check ‘n Go, a pay day lender. So, we do pay day loans, installment loans, alternative short term solutions.

VN: At this conference, earlier this week, we were talking about what you were looking for in the conference. What are you coming here expecting to learn?

RC: I was coming here really looking for link building techniques. Obviously, strategies from a social perspective, something that we’re not really in that space yet. But, I’ve kind of found a variety of things here.

VN: Something like loans might not be something that people talk about a lot on social media, so when there’s all this buzz about how social media is the place to be, it can be difficult for certain verticals to know how to find a place to play in a space like that.

RC: For us, there’s a lot of talk about social at this particular conference sessions, and it’s like how does that translate to an organization where people don’t really want to necessarily talk about their pay day loan. It’s kind of a personal, private thing. They don’t want to check-in on foursquare and say, “Hey, I just got a loan.” But we still want to interact with our customers and engage with them and find that connection with people.

VN: Did you find any strategies around that?

RC: Yesterday, Casie Gillette from Grasshopper gave a presentation that was great. [Editor’s note: Read our liveblog coverage of the session.] She’s from a B2B phone service so it was kind of the same sort of thing. Your competitors are very similar, it’s not necessarily something that lends well to connecting with customers individually, and she gave some really good insights into how to connect with those customers without really making them feel put upon or getting the creepy factor or feeling like they have to over share.

VN: Anything stand out?

RC: They talked about how in their case they curated specific set of customers that they saw engaged in the social media space. And they did an outreach to those customers. They hand wrote some cards and either sent them gift cards to Starbucks or some candy and said, “Hey, we’re thinking about you. Thought this candy might make your day.” They connected to them that way and really it’s a way to connect without being too pushy. It was sort of a let’s put it out there. They got a lot of response from it. It sounded like it was pretty successful with people then getting on their Twitter account or Facebook and saying, “Oh, you wouldn’t believe what I got. That’s awesome. This company is thoughtful.” That’s kind of the connections that we would like to make as well, because we do care about our customers and how do you show them in that space.

VN: There was another session that ties into this discussion. We were both there. It was about how do you use data from search to connect to your customer. One of the speakers, Michael King, had a point when somebody had a question about this, and he said that you should look for discussions around your topic that are kind of tangentially related. He gave the example that maybe DNA sequencing software isn’t something people are talking about specifically but biology is. [Editor’s note: Check out our liveblog coverage of this session, too!] Did any of that speak to you?

RC: That whole session spoke to me. The panelists on that particular session were amazing – every presentation just knocked it out of the park. There were so many elements and we just came from that it’s one of those ones where I walk out and I have so many ideas now. For me, we’re seeing what keywords people are coming in through. It’s making those connections of who is that persona and what is the intent behind that customer. So it’s not a pay day loan. It’s a customer. It’s a person. And how do we make that connection using the data that we know about this person to engage with them further. I got a ton of ideas from that.

The post Reaching Reluctant Customers with Social Marketing at SMX West: Interview with Rachel Colonel appeared first on Bruce Clay, Inc..

Our first video from SMX West is ready for its close-up! And as you’ll see, I mean real close up! I interviewed Akvile Harlow, @Hyph_En, Internet Marketing & Ad Operations Manager at Third Door Media. If you’re a fan of SMX on Facebook or follow Search Engine Land or Marketing Land on Twitter, you’re familiar with Akvile’s work. She’s the voice of the brand’s social media marketing, and in the weeks leading up to the conference in San Jose, Akvile’s stewardship of the attendee community on Facebook had me taking notes.

So I wanted to know, what was she thinking as she performed her role as brand rep? What was it about her community engagement that amplified my anticipation in a way that seemed so natural, with never a hint of business-minded motivations? From our quick convo I think you’ll see that finding the right match for a brand’s personality plays a large part. A transcript of our interview follows.

VN: What’s your official role at SMX?

AH: I primarily do their paid search and their social media marketing for Third Door Media in promoting our SMX shows.

VN: I’ve seen you a lot on Facebook. I joined a private group, and what have you found as far as the engagement and participation on that channel?

AH: In the private group, it’s for attendees that register with an All Access Pass to our shows and it’s a great way of getting everybody connected before the show, during the show and after the show. If they want to post any questions about what they should wear, what they should bring, and just kind of get everybody excited for the show and answer any questions and build a little community out of it.

VN: It’s been really fun and people are totally leaving questions about like where do you want to meet up and that kind of thing. Sometimes when I’m doing my company’s social media I’ll throw out a question to get a discussion going. Have you found that certain questions are more inducing conversation than others?

AH: Yes, very much so, especially asking about what sessions people are excited about, whether it’s SEO, PPC or social media and asking what everybody’s looking forward to or if anyone has any questions for any speakers because speakers join the group as well and it’s a nice way to get the conversation flowing.

VN: When you’re a brand representative in social media, do you go about it with anything on your mind about staying consistent with the brand and messaging or is it more of a natural thing, maybe finding a good fit between a brand rep and a brand?

AH: I think it’s a fit between both. You have to be human enough to – I try to portray my own personality into our posts but keep it professional and keep you a little excited and seem like we’re not robotic online. I think that gets people a lot more excited and engaged.

The post SMM Strategy and Facebook Engagement at SMX West: Interview with Akvile Harlow appeared first on Bruce Clay, Inc..