SAN DIEGO BLOG

All Eyes on SEO

Blue eye

A person’s eyes can be extremely telling. Non-verbal communication cues account for more than half of our understanding of a person’s message, with the eyes playing a major role. And, thanks to advancements in eye-tracking software, marketers can now learn from what a consumers eyes are saying in terms of their marketing message. The location in which a persons eyes are focusing can give us telling details about the effectiveness of an advertisement, web copy and even SEO.

A recent study using eye-tracking software has led to a confirmation of sorts for SEO’s. The importance of ranking highly on Google’s search engine results pages was something that was rarely, if ever, debated amongst marketers. However, it was made even more clear just how effective SEO can be when eye-tracking software detailed the way in which consumers view and navigate on SERP’s.

The image below was taken from Business Insider article showcasing examples of how the eye-tracking software works.

SEO Eye tracking heat map

As you can see, the users eyes rarely go below the fold and instead they focus mainly on the top four results that are displayed on the SERP. This just goes to show that, if your website isn’t ranking highly on search engine results pages, your prospective customers may never even see you.

SEO Management Team,

Invest in Inbound

Inbound marketing has taken digital marketing strategies to entirely new level. As traditional advertisements became more intrusive and far less effective, marketers knew that a different approach had to be taken to engage and carry consumers to a purchase point. This inevitably led to what is now widely known as inbound marketing or pull marketing.

Strategies such as search engine optimization, content marketing and social media took off as a means to inform, educate and convert consumers into loyal brand advocates. Now more than ever these pull strategies must be implemented to ensure that you are successfully providing your prospective customers with valuable information and content to move them along in your sales funnel. The infographic below sheds some light on the immense power of inbound marketing.

Infographic Inbound Marketing

SEO Management Team,

Keeping Up with the Googlers

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Someone asked me the other day, “If you could sum up SEO in one word, what would it be?” I thought about it for a while and then, finally, it hit me — “unpredictable.”

It seems like every other day there is another change and another update to Google’s search engine algorithms.

From Panda to Penguin.

The recent HTTPS updates to the removal of Google Authorship.

Google and their search engineers are constantly striving to improve upon the quality of results they provide their users by giving them more timely, accurate and relevant information in relation to their queries.

But as the updates continue to pile up, is your website and business being left in the dark?

As we know, what works for SEO one day can be obsolete or even harmful the next. Some of the major algorithm updates resulted in a seriously negative impact for many businesses and their visibility on SERP’s.

And, let’s face it. There is only going to be more and more updates as search engines and their users become more demanding about the type of information and content that they are shown.

Because of this, it is important for business owners and SEO’s alike to have a plan of action so that when updates do happen, you are ready to take them on with a full head of steam. Below are some suggestions for making your SEO strategy update proof.

First and foremost, stick to what works!

Despite the many updates that Google has made to their search engine in the last few years, some elements of SEO have managed to withstand the test of time. The most obvious one being the content that you have on your site.

Make sure you don’t have thin or keyword-stuffed content that provides little to no value for your website’s viewers. Improve upon your user experience by providing unique content that interests and engages your customers. If you give your customers something of value and something that is worthy of their time, both your websites users and the search engines will reward you for it.

In addition to content, the technical aspects of on-page SEO have managed to remain both important and mostly unaffected by algorithm updates. Elements such as robot.txt files, site maps, eliminating broken links, mobile accessibility and overall page speed can greatly influence your rankings on SERP’s.

Sometimes, you have to know where you have been to get to where you’re going. Go back to the basics and make sure your content and on-page SEO are perfectly dialed in.

Keep track of the analytics.

So you check one day and you are ranking first for your desired keywords. Check again a week later and you aren’t even on the first page.

What happened?

While there could be any number of reasons that your site dropped in the rankings, the fact of the matter is that it could have been prevented or at the very least detected earlier if you had diligently monitored your analytics.

Checking your webmaster tools or other analytics software to monitor key metrics has to become a daily practice if you want your SEO to remain a success. It makes it so much easier to identify and then correct any issues with your strategy if you can detect the problems as soon as they occur. Plus, it provides key insight into what is working and what isn’t in terms of your SEO strategy.

Failing to monitor your key SEO analytics can lead you down a slippery slope that you may not be able to recover from.

Stay Informed.

If you aren’t doing your due diligence by staying informed and furthering your knowledge of the SEO landscape, you certainly aren’t doing yourself any favors.

The Internet is completely saturated with information about SEO, search engine algorithms and latest trends and fads therein. There is really no reason why you shouldn’t know what is going on in the world of SEO because the amount of content out there is absolutely mind-boggling.

Bookmark and frequent websites or industry-related blogs. Subscribe to a popular SEO newsletter. Whatever you have to do to stay on top of your game, do it. Just because you are no longer sitting at a desk in school doesn't mean the learning has to stop.

Fill yourself up on SEO content and become an expert by staying informed on the latest trends and best practices. It will greatly benefit you to find out about an algorithm update the day it happens, as opposed to a few weeks later when it is too little too late.

By practicing these few steps, you will be able to combat the constant updates to algorithms and ranking factors, making the effectiveness and longevity of your SEO strategy that much greater.

SEO Management Team,

Eye Opening SEO Statistics

It is no secret that your website can greatly benefit from search engine optimization. In order to stand out amongst the clutter of competition in your industry and to make your business and website easy to find, you need quality SEO. Below is an infographic that helps to drive the point home of how incredibly important SEO can be and how it can actually help to grow your business and increase your visibility online.

 

SEOinfograph.001For more information on how SEO can help your business, Click Here.

SEO Management Team,