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Many marketers talk about the specifics of algorithms, content updates, spider-bots etc, but there’s no need for many business owners to worry too much about this. All you need to do to focus is assume that search engines want to get the most relevant articles, posts and products in front of an audience. Creating Local resources offers a plethora of link building opportunities. It is also an easy option for those businesses that don’t have a strong local presence or haven’t interacted much locally. Creating these resources is relatively easy but extreme care should be taken that only well-researched content goes into them. Much of the time, it makes sense for the search engines to deliver results from older sources that have stood the test of time. However, sometimes the response should be from newer sources of information. Search Engine Optimisation (SEO) is a key part of any digital marketing campaign and needs the right expertise to make it happen.

Leverage the work your competitors have already done in landing links

The click through rate (CTR) of a page is determined by the number of people that click on your result in the SERPs. If your snippet is very appealing to a user, or appears in a higher position, people are more inclined to click on it. Google’s algorithms are always changing and updating, and increasingly there is more and more focus on the user — with the search engines favouring quality content over poorly written, keyword-stuffed pages. To prevent users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs), focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a 301 redirect from non-preferred URLs to the dominant URL is a good solution for this. Remember, real SEO takes time. Companies that claim they are able to get you results in a few weeks are likely engaging in unethical practices like buying links, linking to low quality or irrelevant websites, or spamming comments. These shady business practices can result in a slight boost for a short period of time, but sooner or later, search engines are likely to catch on. Not only could Google remove your site entirely, these types of tactics can ultimately destroy your online reputation.

Make a concerted effort to keep up with Google Updates

A lot of marketers focus on social in their online marketing strategy. But, it’s important to use both online search and social. Search is more powerful than social and more effective when supported by social. It's important to quickly address reputation management because as part of the evaluation process Google will analyze what other people say about your website. Producing low-quality content as fast as you can and sending it out en masse to as many article submission sites as possible has been looked down upon for some time. Be careful not to include links within content that lead directly to the desktop or mobile version of a page. Even if the user will be switched to the correct URL based on their device, Google sees these types of links as a bad user experience.

A few tips how to create engaging conten

Good link earning begins with quality content that provides value to your potential customers. While content that is poorly written and was only intended to get links will get a website penalized, great content that people want to read will naturally encourage those people to link to it. Creating content that consistently drives traffic to your site is a win; however, not all traffic is created equal. The challenge is finding a balance of content that is interesting, sustainable, and relevant to your business interests. Always remember that the success of link building, along with advanced strategies such as the Skyscraper technique, depends on an effective outreach strategy. According to SEO Consultant, Gaz Hall: "Give your customers points toward free products. Be generous with the points, so it is easy for them to visualize cashing them in after a few orders. The points could be toward products or information, available only to those redeeming points, so customers feel special because they have access to those products. Another option is to throw in a freebie of some sort, with every order."

Don't make it hard for the user to find the exact information they need

Just typing in an incomplete search term will result in a whole lot of unnecessary results which might not be what you are looking for. Webpages with their target keyword in their URL tend to rank higher in Google than those that didn’t. The cornerstone of a successful organic search campaign has always been technical SEO. Understanding how your website visitors find you will help you determine if your SEO, marketing or networking efforts are paying off, or if you should refocus your priorities.