So every year since 1990-something, people have been predicting that the following year was going to be the year of mobile. Whether 2012 will turn out to be the year of mobile or not is anyone’s guess, but two things that are certain are (1) mobile has definitely gone mainstream and, as a result, (2) it’s therefore an ad medium that any serious marketer has to take, well, seriously.
This couldn’t be more truer than in the US. Indeed, if you consider some of the numbers release by Nielsen in their State of the Media: Mobile Media Report Q3 2011, there is a clear and present opportunity for advertisers to target mobile user through both mobile search and mobile app ad networks.
So it’s not a question of whether you should be investing in mobiles advertising. It’s a question of how much you should be investing in mobile (and maybe even whether you should be diverting budgets from other channels).
One of the most obvious way that PPC can support SEO is with helping your brand show up in the SERPs for the most competitive searches. Now, I’m saying “show up” rather than “rank” because there is nothing PPC can do to directly increase your organic rankings.
What PPC can do, however, is offer you an opportunity to at least have your (branded) listing appear alongside the organic SERPs for keywords that you don’t yet rank on.
Last week, Greg made a strong case for maintaining brand continuity between offline and paid search marketing efforts. But what about maintaining that brand continuity between offline and organic search? Now, if you’re not ranking for your own brandname(s), then you have problems that are bigger than this blog post (i.e. you’ve probably been penalized for black hat tactics). But there are other ways that brand continuity can inform your SEO strategy and help you achieve better rankings overall.
In many ways, it makes sense to treat paid and organic search as two completely separate beasts. For example:
Both PPC and SEO require their own set of expertise and have their own KPIs
PPC yields more short-term/immediate results, while SEO is a long-term strategy (it takes time to rank organically)
SEO allows you to build long-term equity because your rankings do not depend on whether you’re bidding on keywords and impressions
User who click on paid listings are not necessarily the same users who click on organic ones
The list can go on, but the point is that it’s easy/tempting to want to treat the two channels as distinct. However, because both PPC and SEO target users through the same medium (i.e. search engines), the two can be coordinated to support each other and maximize results. Specifically, PPC efforts can be used to enrich and inform your SEO strategy.
This past Wednesday, I gave another workshop on “Corporate Social Media Strategy”. As always, the presentation evolved a bit since the last time because the world of social media evolves so fast, and there are always new tools.
In this workshop, we explored the different social media channels that business can leverage, and how these channels can support their business goals. Specifically, we looked at:
Blogging (for SEO)
Blogger Outreach (online PR)
LinkedIn (profiles, groups, and jobs)
Here are the slides from this workshop, and below are some links to additional resources that you can use to learn more about SEO and Social media.
Today, I gave a workshop on corporate social media strategy at Agence Ometz. In it, we explored the different social media channels that business can leverage, and how they might align those channels with their business goals. Specifically, we covered:
Blogging (for SEO)
Blogger Outreach (online PR)
Facebook Connect Integration
LinkedIn (profiles, groups, and jobs)
Here are some links to some of the tools we discuss using for managing multiple Twitter and Facebook accounts:
While I was working for NVI, and SEO and social media agency, I did some guest blogging to help get the word out about our expertise and build links back to the site. Many of those guest posts focused on SEO and social media, and had some pretty advanced and detailed advice on how to address some very specific SEO situation.
Well, they say that there’s no such thing as a free lunch, but there’s an exception to every rule, so today I’m posting links to (and synopses of) each of those article. They range in topic from SEO copywriting and web design tips, to leveraging social content to rank and how to rank in different countries.
I hope you enjoy…
Table of Contents
One of the reasons that they say that content is king is because content is one of the primary factors that will help you rank. Oftentimes, however, it can be tricky walking that balance between writing for search engines and writing for actual human beings.
There’s a lot of hype around how social media can help you “connect” with consumers, etc. But did you know that the right social content strategy can also help you boost your search engine rankings?
In an article titled Leveraging Social Content for SEO, I explore how you can leverage social content to build links and gain the trust of search engines by demonstrating that your site is relevant to actual human users. Specifically, I take a look at:
How Social Signals Boost SEO
The Basics of Shareable Content (i.e. has viral potential)
and How to Build a Social Content Strategy that will support your SEO
SEO & Web Design
It’s hard not to judge a book by its cover, and oftentimes, packaging is what sells us on a product or service. So it’s important that your website looks good. But there’s also no reason why it can’t be SEO friendly, as well.
In this post called 5 Simple SEO Web Design Hacks, I take a look at 5 SEO elements that web designers should keep in mind when building a site. These include:
Page Load Times
Using Proper Page Copy Elements
and some Flash Hacks for those projects that just can’d do without Flash
Many companies sell their products in more than one country. When it comes to search engine optimization, though, it can be challenging to rank high in the search index of more than one country at a time.
Well, in International SEO: The ABCs of Ranking Abroad, we take a look at how Google gages the geographic relevant of a site, and what brands can do to help increase their search ranking profiles in multiple counties. Specifically, we explore how the following factors impact your rankings in different countries:
Top Level Domains (TLDs)
IP Address Location
SEO for Content Publishers
If your business model depends on publishing, then you’ve already bought into the axiom that “content is king.” But the more content you publish, the more challenging it can be to get each piece of content to rank. Indeed, you can get so swamped in producing content, that you don’t always have enough resources to effectively market it.
This is what I set out to address in SEO for Massive Content Sites & Enterprise Level Publishers. In this post, I explore some of the most common SEO pitfalls of having a large content publishing portal. I start with basic onsite page structure, and then move onto to address some tips to avoid duplication content issues/penalties, including:
Using Article Excerpts on the Index and Category Pages
Crafting Unique Page Titles and Meta Descriptions
Implementing Unique Static Content on Dynamic Pages
Noindexing Duplicate Content
and Using Canonical Tags on Syndicated Content
SEO for Restricted Content
Last, but not least, there are the content sites that rely on some kind of subscription model for users to access their content. Maybe those subscriptions are paid, or maybe the content is behind a free registration wall, but either way, such sites face a challenge to making sure that Google can get in behind that registration wall, index that content, and then send the site new users.
This Wednesday will mark the first annual Salon eCom Montreal, and I’m going to be delivering a presentation on Social Media Strategy for Ecommerce. Salon Ecom Montreal is an all day event that explore all aspects of ecommerce strategy and best practices. It will be held at the Palais des Congrès in Montreal on May 18, 2011.
I’ll be co-presenting my session with Thomas Langdale, and we’ll be looking at how different social channels can be used to (1) target qualified users and (2) drive sales online. First, we’ll address how social media can be used for SEO, paying specific attention to how a proper social content strategy can help brands rank on targeted keywords.
Then we’ll go on to explore the best practices of using Facebook for ecommerce, including how to integrate inventory onto Facebook Pages and drive direct sales. Finally, we’ll examine how brands can use Facebook Ads to “hyper target” users, grow their customer base, and collect user-data that they can then put toward optimizing conversions.
If you’re interested in attending, we can also offer you a 30% discount by using the coupon code RABAIS_NVI and registering through this link. Hope to see you there…
Last weekend (May 7th), I had the privilege of attending Make Web Not War (MWNW) in Vancouver. MWNW is an annual event sponsored by Microsoft that explores the power and flexibility of new web paradigms, from Microsoft web platforms and Open Source applications to cloud computing and mobile technologies. The goal of the event is basically to help developers build the ultimate web experience for their clients.
In any case, I was invited as a speaker, where I co-presented a session on “Technical SEO for Dynamic Websites.” Here’s a description of the session and the slideshow. If you have any questions regarding this topic or presentation, please feel free to leave a comment:
SEO is an essential part of making sure that your websites are found and fully indexed by Google. In this session, we will examine the technical factors that influence how search engines index a website, and audience members will learn how to optimize both websites and CMS for search engine visibility.
Specifically, this session will address issues such as: