SEO tricks in 2013

SEOmoz member pointed out a few great ways of driving traffic by including things like schemas, rich snippets, etc.

Check it out.

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Lowering AdWords costs

The video highlights the main points of how to optimize AdWords campaigns.

As we all know, paying the minimum we possibly can for advertising means more profit. It also means AdWords becomes profitable sooner! While an unoptimized AdWords campaign might be unprofitable, the opposite could be true for an optimized one!

The video highlights many important points of optimizing campaigns, the following really standing out:

– using time and space settings for showing ads (obvious!)

– splitting campaigns for desktop and mobile devices

– bounce rates

– re-marketing

Adwords advertising explained via video

I found this video on Youtube, just browsing:

It is not an in depth study, but it is made for anyone who would like to get to know the Adwords advertising program. Its a great watch for when you need to relax.

Basically, Adwords lets you advertise through Google search network, as well as content network and partner sites.

In contrast to SEO, which influences organic results, Adwords is a tool that helps you manipulate and manage pain advertising. The viability of paid advertising has probably been discussed to death. In short, it is viable for SOME products, but you really need to do your homework before embarking on a serious Adwords campaign. Thankfully for us, Google is well aware of that, so it has been distributing coupons for Adwords for some time. With it you get about 100$ for a 20$ investment (coupons vary by the funds you get). If you have some spending money, you might wanna test run Adwords at some point.

Role of an SEO specialist

A SEO can take on many roles.

Experienced SEO specialists tend to outsource almost everything but the process and their methodology. From content writing, keyword research and content production, everything is made so the SEO officer can serve it up to the web in a way the web will accept. In small companies, the SEO will most likely be the leader of the team and will have limited knowledge of all the fields his coworkers are involved with. That is a result of how a SEO officer begins his career.

Beginner SEO specialists tend to be jacks of all trade. Writing content, producing content, websites, doing onsite and offsite SEO. They excel in no area but are improving their skills and once they feel up to it they will outsource much of their current work to focus on optimization. You can’t be great at everything can you?

SEO specialists in large companies are usually consultants to web designers, administrators. They take on an educative role and teach onsite optimization, as well as try to guide the administrators and designers up the white hat route. They may do offsite SEO or marketing.

SEO educators?

Many people decide to teach. I do not think that people who teach actually like the field they are experts at and prefer to mingle with people instead.

The other type is a teacher SEO. I think anyone who talks about something instead of doing it is doing something wrong…Those that can, do, those that can’t, teach.

Wait a minute…i am writing instead of working on my site…does that mean i…i have to go work, kthxbye, cya later!

role-of-seo

Building keywords

Building keywords has been a concept used by many SEOs, me included. Since i prefer to find some traffic and just roll with it, instead of doing keyword research for days, i have found that this well established method will help me get more traffic. If you are an experienced SEO, you might want to skip this post.

So after finding a phrase with decent search volume i do the following research:

Lets say we want to optimize for a keyword like “eco butter”. Let us assume it has 25.000 searches per month and a hefty competition that battles for control over eco butter.

Now i know winning this battle will be hard and will take its time. So how can i get faster results? By optimizing for multiple keywords within one keyword!
By making a longer keyword (called a longtail keyword due to its length) we target a niche. By that we accomplish multiple goals:

  1. Faster results- smaller traffic, but better than none
  2. Passive promotion gained from traffic
  3. Some revenue due to traffic
  4. More traffic at the end of optimization of our main keyword (in our case eco butter)

How do i make a longtail keyword?

A common practice is to check the most well known keyword prefixes and suffixes:

Prefixes:

Cool, best, cheap, easy, top

Suffixes:

For sale, to buy, review

Lets continue our example…

Lets say we know that the longtail keyword cheap eco butter has 1000 monthly searches and low competition. We also know that the longtail keyword eco butter to buy has  2000 monthly searches and no competition.

By merging the main keyword with our prefix and our suffix we gain a long tail keyword like this:

Cheap eco butter to buy

This new keyword might or may not have its own search volume, if it does even better, if not, this keyword, although with no monthly searches is a dangerous opponent to the simple Eco butter used before.

Building keywords complete! Now what?

Well, once you have your onsite optimization completed, try to chase the longtails by optimizing them for the SERPS. Cheap eco butter, eco butter to buy and cheap eco butter to buy should be the focus of your promotion. All these optimizations also optimize and bring value to your main keyword, which at your age 99 will finally reach #1 on Google. Then you can pass that on to your grandchildren, which love gifts from their SEO grandpa!

 

 

The best backlink structure

A good backlink structure means you have a lot less to fear from search engine penalties.

 

But what is the best backlink structure?

I talked before about natural link building. The concept is the same, but applied to link structure.

Backlinks should be build to imitate a natural growth of a site. If we translate that into backlink structure, we can understand that monotonous and “too optimal” structures look unnatural.

Lets try to see that by looking at two examples:

Image

Do you see something unusual about this chart? Is it harder to understand? Well it is because it is an obvious search engine manipulation (a bit extreme, but you get the point!). Having only PR5 sites, all dofollow is as unnatural as it gets and will turn on the red light with most search engines.

How should a proper backlink structure look like?Image

See the difference? You can actually see variety! Although you should decide how to structure the percentages of certain backlink (10% blog comments, 15% do-follow links etc) yourself. Just like in keyword density, there is no correct answer you can have about the percentages. But you can have a wrong answer: Anchor text over-optimization sprinkled with a bad backlink variety.

What do you think is the best backlink structure? Man up and comment!

Why i do not care about the optimum keyword density

Keyword density is a part of the search engine algorithm. If you are trying to optimize a page for a specific keyword, not using it in any headers, text, titles will hurt your ranking for your keyword.

On the other hand, using a specific keyword too many times will also hurt your ranking with search engines. Keyword stuffing is/was a well known black hat SEO practice and is still in use today up to a point. I admit, i sometimes stuff keywords into a text after it has been written to get the desired effect. But you do need to make sure it fits in naturally and does not disturb the flow of the text you are optimizing. It might take a while, but if you are doing it (instead of your content creator), than do it right!

But keyword stuffing is basically a disproportional, unnatural percentage of keyword density, meaning you have used your keyword too many times or unnaturally.

But what is the optimum keyword density?

Well, most SEO specialists will say from 3-4 percent, although some even state 7%.

What is your ideal keyword density?

Why i do not care about the optimum keyword density

I agree with Matt Cutts on this issue, please do not tag me as a fanboy! I do not emphasize keyword density because of its diminishing returns to the search engine algorithm.

Lets see what MC has to say on the issue:

I do use my keywords in titles, headings, text. But i never go as far as checking the keyword density. I have written a ton of SEO posts and i think i gauge the numbers well enough. But keyword density is not as big of a factor for me as the backlink anchor text. If you ever heard of the saying that 20% of SEO is onsite, 80% is offsite, you may feel the same way. Although onsite is important, promotion is what gets you the traffic.

How to choose SEO keywords when in a hurry?

When in a rush i often just glance at the keyword search volume and estimate the competition via the intitle:”” method. It is by far not an accurate representation either, but it gets me the basic idea i need when deciding if i want to go for a keyword. If this method shows the keyword is unsuitable, you really do not need to look further into that keyword using any other tools.

Lets look at the most basic way choosing keywords for SEO:

The easiest way to estimate keyword value involves two tools, both free. One is a search engine, the other the free Adwords keyword tool provided by Google.

Follow these two easy steps to see if a keyword is worth looking into:

  1. Use Adwords keyword tool to estimate the search volume of your keyword. Use the exact match option and statistic for the baseline. If there are no exact matches for that keyword, people are not using that keyword to find things online.
  2. Use the intitle:”YOUR KEYWORD” in your browser search to find out how many sites have the same title as your keyword. Although a title is not by far the most important optimization indicator, pages with a title containing your keyword are the ones you need to be taking seriously.