SEO Advice:How SEO and UX can Work Together

The goal of every website is to attract visitors and convert them into customers. While this seems like a simple enough goal, it has become increasingly difficult over the last few years as competition increases, user attention span decreases and new design and digital trends emerge. The big question every website owner should ask before building a website is: how do we design an online experience that captures and engages users?

The solution is to build a website that will combine UX principles with SEO principles. Together, these two unique specialties will create a website experience that not only attracts website visitors but also turn them into customers.

SEO and UX were once at odds against one another but as search engine algorithms evolve, the two have become more related. The simplest way to explain the connection is that SEO focuses on the customer’s journey before and after they arrive at a website and UX focuses on the customer’s journey while they are visiting a website. When SEO and UX work together, they can create a seamless and smooth experience for visitors from beginning to end. This article will explain how UX and SEO can work together, why it’s essential that they do so.

The New SEO

Search engine optimization has drastically changed over the last decade. What was once about filling a page with keywords has now become about providing quality content and a quality experience. Before we discuss how UX and SEO work together, let’s break down this new form of search engine optimization.

Search engine optimization is the process of getting traffic by ranking on search engine result pages (SERPs) by search engines. Many people continue to think SEO is the same as it was five to ten years ago and assume it only has to do with keywords and meta-tags. But search engine algorithms have become more focused on user behavior and the overall user experience of a website.

SEO has become so much more than getting the right keywords onto your page. According to a study done by Moz last year, the most important factors for SEO are mobile-friendliness, analysis of a site’s perceived value, quality of instant answers, usage data and readability/usability and design.

There are a multitude of factors that influence how search engines rank pages and place them in search results. Most recently BackLinko.com analyzed one million Google search results and learned some of the most influential factors of ranking high on search engine results page. Some of the most important ranking factors are the number of backlinks to a site, a site’s overall link authority, quality, depth and length of content, site speed and low bounce rate.

Clearly, SEO has grown from putting as many keywords into a page as necessary and has branched into the user experience of a website, which is why UX and SEO can complement each other to create a powerful website experience.

How SEO Impacts UX

As previously stated, UX focuses on the ease of customer’s journey once they arrive onto a website. 93% of online experiences begin with a search. A usable website is not worth much if no one visits the website. SEO can provide data to the UX team to help create a better user experience. SEO experts use keyword data to identify patterns in how people search and what they are searching for online. Keywords allow teams to learn what their audiences are searching for, the language they are using and what their intent is. This data becomes real-life user data of potential website visitors and can be provided to UX designers to help inform decisions.

Using SEO data will provide a larger sample size than a traditional focus group or previous design experience to help inform UX decisions. When it is clear how visitors search and what they are searching for, it is easier to make the necessary adjustments to a website so visitors can quickly find what they need from a website. SEO experts can also analyze data about what pages perform the best, how they rank against competition and that data can also be used to help UX teams determine which piece of the user experience needs to be enhanced.

SEO data allows teams to fix more technical issues at a faster rate and avoid them all together. SEO data tracks user behaviors and will inform a team when a link is broken, there is a page error or when people are dropping from a page. By understanding where these issues are, the UX team can fix them immediately which will not only improve the experience but also improve SEO.

How UX Impacts SEO

Search engines are not able to read text, view photos or watch videos as a human could determine the value of a site. Instead, they rely on meta information and how visitors interact with sites and pages. So while UX does not directly influence SEO with keywords or metatags, it does provide indirect benefits.

UX ensures that a user’s experience on the site is smooth and successful. The outcome of a smooth and successful website visit is that the user finds a website useful, they spend longer amounts of time on the site, share the site, link to the site or return to the site. Each of these outcomes of great UX design are powerful signs to Google that the website is credible and will impact its rankings.

One of the most important ways UX impacts SEO is in the navigation of the website. For example, sitemaps can help make a website easier to click through and will make it easier for Google to index content, therefore making it beneficial for ranking and for usability.

Another way UX can impact SEO is the use of and tagging of images. The Backlinko study showed that content with at least one image significantly outperformed content without any images in terms of rankings. When UX creates pages that feature images, the SEO team can use alt tags and descriptions in those images to help increase the page or websites rankings.

Other UX factors that impact rankings include site speed, easy to read text and responsive design. Responsive design has been a hot topic in the SEO world this year as Google has repeatedly made clear that to keep a good ranking, websites must be responsive on all devices. According to a recent study, 13% of adults access the internet on mobile only. UX designers must create a responsive experience that is quick and easy to read, to continue to meet Google’s standards for rankings. A site’s SEO ranking can improve by mastering these UX elements.

Combining UX and SEO

It is clear that UX and SEO need one another to provide an excellent website experience. SEO has the data that UX needs to create an excellent experience and UX has the website framework that SEO needs to make key decisions. When SEO teams and UX teams share this data and their findings, they can create solutions and strategies that benefit the user.

As an example, many UX design teams use heat maps and scroll depth data to determine what is important to a user and what content they are drawn to. SEO experts can use this data to make learn what content or on-page elements is most important to users and can use that information to make strategic SEO decisions.

By looking at the big picture of user experience, it is evident that SEO and UX do not have opposing goals but actually have quite common goals. SEO will get people to the website and creating a good UX will get those people to stay and convert so both parties have an overall goal of an engaging, high-quality site and by working together, they will more effectively be able to build a website that attracts and converts.

Next Steps for SEO & Web Design

Getting a user to a website or achieving a high ranking is only one step of the process. After all, 38% of people will stop engaging with a website if the content/layout is unattractive. It takes more than just having a user reach the website. The next step is to ensure visitors stay on the website, share the website and use the website. Google and other search engines are clearly taking more steps to understand user behavior and interaction with a website and its content. As their technology and strategies evolve, it will be even more pressing for UX and SEO to work together to create a dynamic experience.

To increase search rankings and create an excellent user experience, one option is to choose the best free website builder that will share SEO and UX data and consistently make decisions based on a user’s experience and needs. Combining two different perspectives will create powerful results that will benefit the user. Create user and buyer personas together so that each part of the process from keyword research to wireframes is based on user personas and decisions are made with the user in mind. Designing with SEO and UX principles will create a website that will satisfy search engines and users.

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Does the format of your URL really impact where a site ranks on the search engine result pages?

While opinions vary, ultimately it’s most likely a combination of factors where the URL can play a part – although it remains difficult to determine how much.

Couple that with personalized search results and the real-time nature of search (as well as the Web) in general and it’s really difficult to know the right way to approach page naming and URL structure for the purpose of search marketing and search engine optimization.

For example a descriptive (keyword-rich) title tag, an informative URL structure and keywords in the actual page name, when combined, has been shown time and again to perform far better on average than by those site not following the best practices. That’s reason enough for SEOs to concentrate on their site-wide naming conventions – at least to some degree regarding .

This all leads us to the overwhelming question: what’s the best way to structure a URL? To find the answer it is imperative to determine how others are building their URLs.

Today’s search results are far different than in years past, and the best way to understand how search engines are using this variable is to head right on over to the search results and determine how others are engaging in the development of this possible variable.

A search for “grow tomatoes in a raised bed”, for example, shows a variety of methods employed by those sites that are returned. For example, three of the top ten organic listings used nearly the exact phrase in their page naming and another three had a portion of the search term Alpari (“raised bed”) within their URL structure. Nearly every site (nine out of ten with the sole exception being YouTube) included keywords somewhere in the complete URL – be it in the domain name itself, a folder or sub-folder, or a variation of the keyword phrase somewhere in the page name.

The quality of the content and the quantity of relevant links of course (and the manner in which other sites provide a citation) is still going to be a stronger signal for the search engines, but if you’re looking for an edge, it may very well start with the way in which URLs are structured and what’s included within them.

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Finding LSI Keywords

For some time now, lin regard to  latent semantic indexing (LSI) keywords have played a crucial part of on-page optimization. As such, every blogger should pay extra attention to them if he or she wishes to rank for a particular phrase.

It is no longer possible to reach highest position in Google by simply spamming a keyword over and over again. Due to Hummingbird algorithm, copywriter has to create natural sounding articles that will, not only allow him to be found, but also provide valuable information to the end-user.

WHAT ARE LSI KEYWORDS?

Simply put, LSI keywords symbolize all the words and phrases that are semantically related to the main keyword we wish to rank for. This includes synonyms as well as the keywords that are in some way related and are likely to be present in an article (e.g., chocolate and milk).

What is the point of the LSI concept? Back in the day, Google ranked articles based on number of keyword repetition in comparison to length of the content (otherwise known as “keyword density”). So, if you were able to increase percentage of a keyword within the article (otherwise known as “keyword stuffing”), you were able to easily get into top 10 results. At one point, this flaw became so serious that Google had to take actions in order to save its SERP. This led tointroduction of semantic search.

Unlike previous algorithms, semantic search ranks articles based on text meaning. In other words, it uses LSI keywords to find connections and establish what your article is all about. Based on this, it allows article to compete with other top competitors. Have in mind that this system is much fairer. You are unable to rank solely on 捷凯 your on-page optimization and some cheap tricks. In fact, by using LSI keywords, you are only ensuring that your article is visible to Google and that it can be properly presented to end-users when they type certain phrases. With this in mind, there is more emphasis on off-page optimization and how other people perceive your article.

Like any other system, there are certain pros and cons. Obviously, Hummingbird algorithm forces copywriters to create high-quality articles. This benefits readers as it gives them valuable information and improves their Internet experience. On the other hand, due to semantic search, articles will rank not only for the targeted main keyword, but also all other related phrases and synonyms. This can be seen as both positive and negative thing as it can lead to monopoly on certain phrases and related terms.

FINDING LSI KEYWORDS

So, how do we find all latent semantic indexing keywords? No matter what you think, getting to LSIs is pretty easy. You do not have to be an SEO expert to recognize that these words should be an inseparable part of your copy. In fact, any blogger can use them without even thinking.

As previously mentioned, LSI keywords represent all the related terms and synonyms which should naturally be introduced into the text. So, as long as you are writing an organic text for your visitors, you will most likely add them no matter what. I recommend introducing them after finishing your article just so that you can add certain phrases that might have slipped through the cracks.

One of the best tools for finding LSI keywords is Google search engine. Whatever you type in Google’s search box, you will always receive additional suggestions, which may help you finish your query. The thing most people do not realize is that these words can also be considered as LSI keywords.

Let’s start from the top. When you start typing a phrase in Google search bar, program will give you 10 additional suggestions (Google instant search) which can help you out, as well as some popular websites that include this word or phrase. Just create a simple excel file and add LSIs starting with the 10 instant search suggestions.

By default Google shows 10 results per page. At the bottom of each results page you will be able to find the so-called “searches related to” words and phrases. They are always eight of them. Make sure you add them to the already existing excel file as they are the next stop in your LSI keyword research. You already have 18 great latent semantic indexing keywords.

Have in mind that this is usually not enough. These suggestions can be helpful but they only give limited lists based on entered root words. They cannot provide you with other semantically related phrases and synonyms. On the other hand, Google also bolds LSI keywords within META description (text positioned bellow URL). Again, this can give you some insight what are some of the LSI keywords used in text. Nevertheless, this is not a definitive list and you will have to use some other LSI tools that are specialized for this.

Nowadays, there are numerous SEO tools that can be used for generating LSI keywords. Among the most popular ones are: Ubersuggest, LSIGraph, Keys4up (my personal favorite), SEMrush related keywords and the SEOPressor plugin for WordPress.

Now, the great thing about LSI generators is that they are really easy to use. Most of them are pretty straightforward. In fact, in most of the cases, you will just have to enter URL of the website and directly type in your keyword which if usually in the center of the page. The tool will then generate a long list of closely related suggestions which you can use in your copy whenever it makes sense.

Remember, different tools will give you different results. In that regard, it is perhaps better to try out different generators until you find just the thing that will do the job for you.

LSI PITFALLS

No matter what, LSI was implemented so that certain SEO malpractices could be avoided. In general, as long as you are writing meaningful and lengthy content, with end-users in mind, you should stand a good chance to rank better in Google. Even with all the tools mentioned in this article at your disposal, you should always rely on your logic and common sense as your main resource.

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Production Company : Columbia Pictures, Village Roadshow Pictures, Big Talk Productions, Sony Pictures Releasing, Sony Pictures Entertainment (SPE), Working Title Films, Blue Sky Films, LStar Capital, Four by Two Films.
Language : English.
Runtime : 83 min.
Genre : Action, Comedy.

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Mobile is now the norm.

The number of people relying on their mobile devices to get them through the day — check email, browse the Internet, chat with friends, update social media and shop – has skyrocketed over the past few years. It is expected that by 2017, 63.4 percent of users worldwide will access content via their mobile devices instead of laptops.

 that aren’t adequately optimized for the mobile experience risk being left behind. Designing for mobile, however, presents a whole different kind of challenge. You want to deliver the best possible user experience via your mobile site while keeping intact the most important features of your website. It’s a delicate balance to strike and the greater the content, the greater the challenge.

Businesses can choose to create responsive sites or standalone websites for mobile experience. Regardless of choice, the following checklist will help your company optimize a website for mobile users.

FAST LOAD TIME

A website should load fast on desktop as well as mobile, but even more so on mobile given the limitations of the hardware supporting such devices. Not everyone uses devices with fast processors and rarely do people have the patience to wait for a site that takes forever to load. They might as well just check out your competitor – and they do.

WELL-STRUCTURED

A website that looks great on desktop may not be eye-pleasing on a mobile device in a similar fashion.

You have greater screen space to make use of with desktop, so you can afford to introduce a number of menus, loads of quotations, heavy homepages and a ton of content, with special effects that pop out throughout the users’ journey on the site.

All of this, however, will have to be handled carefully when optimizing the site for mobile. Too many drop-down menus are a no-no as is a lot of content in one place.

A website should look uncluttered and minimalistic on mobile. This might mean you are not able to include all the features from the desktop version. It’s a tough call to make, but it’s necessary to deliver a smooth and lean mobile user experience.

NO POP-UPS OR FLASH

Pop-ups are intrusive and annoying. They are also difficult to close on small screens. Similarly, not all mobile devices are able to support Flash. If you include features that are not universally supported or well-received on mobile, it will just lead to users abandoning the site.

EASY-TO-FIND INFORMATION

Form is important, but not at the cost of function. The most important and relevant information should be easy to find. Also, the structure of the mobile-optimized website should not sacrifice the usefulness of its content.

If a user has to think or tinker around a lot in order to get to the important bits, you haven’t done a good enough job of optimizing the website for mobile.

PROMINENT CALLS-TO-ACTION

A clean and intuitive layout aids users in navigating through a website smoothly, but calls-to-action (CTAs) should be easy to spot and click on. These could be blog subscription buttons, shopping cart icons or buttons representing any action that you want users to take. You would have to structure the website so that they are eased along the process. The goal of a mobile-friendly website is also to drive conversion.

TACKLES THE ‘FAT FINGER’ PROBLEM

Browsing the Web on mobile leads to a lot of accidental clicks. Apart from being annoying for the user, these also lead to skewed metrics for businesses.

The ergonomics of your mobile/responsive site should be such that they minimize the occurrence of users clicking on buttons and/or banner ads they had no intention of accessing. Instead of the little ‘X’ in 浦汇 the corner, ads should display broad tabs that are easier to click on for the desired action. Scrolling should be smooth, and menu tabs should be spaced apart well enough not to lead to clicking on the wrong ones.

OPTIMIZED FOR SEO

Since mobile devices are increasingly being relied upon for Internet searching and carrying out all kinds of tasks, it becomes equally important for them to be optimized for SEO, too, just as the desktop version. Pay as much attention to optimizing it for local SEO as you would to your main website.

It’s a combination of functionality and user experience

A mobile website requires a precise design. It should be intuitively laid out to facilitate an easy and memorable user experience.

For new business owners, or those on a tight budget who cannot afford to hire Web agencies to design for them, there are a number of responsive WordPress themes that lend themselves beautifully to mobile devices. A little bit of DIY and customization will help you take advantage of all of the features.

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Ask three people what a “landing page” is, and you’ll probably get three different answers.

One might say it’s the homepage of a website. Another might describe it as a top navigation item in a website menu. The other person might describe it as the place a visitor ends up after clicking on a link somewhere else.

In fact, all three are correct.

In the classical sense, landing pages are indeed any page where visitors to your site wind up or “land.” This can be a homepage, a main menu page or a contact page. So, while none of the three people surveyed would be technically wrong…from a marketing perspective, none of them is really right.

What is a Landing Page?

Imagine an airport with all of its runways: the constant bustle of air traffic coming in and air traffic going out, with people boarding and unboarding, preparing for the next stage of their journey. These landing strips are the airport’s lifeline—its entire reason for being. The air traffic control tower, the baggage claim and the terminals all may have their place in the great air travel continuum, but without well-marked and well-maintained runways, mass air transit as we know it just wouldn’t be possible.

In many ways, landing pages are the runways of your website. Visitors can only buy your products, learn about your services or engage with your content after they have arrived. Landing pages are what bring them in. If optimized properly, landing pages can deliver top quality leads right to your doorstep.

Landing pages are like one-page websites designed solely for the purpose of bringing in traffic. Once on the page, visitors can be routed wherever you want them to go. You can drive traffic to your site without using landing pages, but if you sell products or services that are typically bought 浦汇fxpro compulsively, a dedicated landing page can help you close the sale immediately. On the other hand, if you offer a service that requires a more methodical, measured approach, landing pages can offer your prospects the valuable information they seek, but only if they provide valuable contact information to you in return.

That’s why “landing pages” are sometimes referred to as “conversion pages.”

Of course, many businesses don’t want to interrupt the flow of their websites with pages that deliver such a “hard sell.” To avoid having their site seen as “tacky” or “pushy,” many business owners opt for a landing page—a specific page that is completely separate from their main site, yet maintains a consistency of brand.

How Should Landing Pages Be Used?

Just as runways serve as launching pads for new experiences, landing pages should be seen as serving the same purpose. Each landing page has a main objective: compel visitors to take the action you want them to.

• LEAD GENERATING LANDING PAGES

The purpose of a  landing page is to gain information for later marketing. Whether the page is selling or promoting a product or just prompting a user to provide their name and email for more information, the goal is to gather information to make future sales. The information users provide gives the company the ability to promote their products through other digital marketing channels. There are a number of ways a company can use lead generating landing pages, including:

o Webinar registration

o Free trial or product (e.g., e-book or white paper)

o Coupons/discounts

o Product launch notification

• CLICK-THROUGH LANDING PAGES

A favorite among e-commerce businesses, the click-through landing page is designed to persuade prospective customers to purchase a company’s products or services. This type of landing page leads to another page to finalize the purchase, typically to company’s electronic shopping cart.

An attractive landing page can transform your conversion rate, boosting it by over 40 percent.

What Goes into Developing a Landing Page?

The design of your landing page greatly influences your lead-to-sales conversion. Many passengers get nervous as their plane comes in for a landing—do they really want to make this giant leap, this purchase, to explore an uncertain future? According to Kissmetrics, a delay in page response of a single second can reduce your conversions by 7 percent. A smooth landing makes all the difference. A cool, crisp description of your product or service will help seal the deal, earning the trust of your prospects and turning them into customers.

Keep in mind that when designing the contact form for a landing page, the more information you request of your visitors, the less likely they are to stick around. Not everyone enjoys providing their life history online, especially if they’re unfamiliar with your company.

For example, if you’re offering a free e-book, and it requires a form to be filled out before delivery, the ratio between how much they need the information in that e-book should outweigh the information they’re willing to give you to get it. In other words, if you’re going to ask for more than just a name and email address, your offer should be quite compelling.

By transforming the average landing page experience into something truly special, you give your prospects a window seat that lets them enjoy the ride and lets your business fly to new heights.

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Machine learning is the future of Internet search.

With RankBrain, we finally have an artificial intelligence (AI) system that will give answers to all of our questions. In Oct. 2015, Google announced that this new system will become an inseparable part of its search engine. Basically, its main function is to better understand queries and provide end-users with more relevant results.

So, how does RankBrain do this?

Given that this is a program, it first has to convert language into something more understandable. It puts words and phrases into mathematical entities called vectors. This allows it to interpret results. After that, all these phrases are categorized into clusters based on their semantic meaning. If two clusters are interconnected, they will be placed near each other. In that way, RankBrain is able to understand synonyms and related phrases and to make connections between them.

HISTORY OF SEMANTIC SEARCH

First introduced in 2012, Knowledge Graph represented a very sophisticated system that treats keywords as real things, the same way humans see them, instead of plain strings. It used numerous databases to extract information. As a result, Google started understanding relations between objects marking the transition toward semantic search.

With Hummingbird, Google managed to take their product a step further. In 2013, the company implemented this algorithm into their search engine. Similarly to the previous Knowledge Graph, it included semantic search, being able to understand synonyms and related keywords. But, there was one big difference. With this algorithm, Google was also able to understand user intent. In a sense, if Knowledge Graph was first step toward semantic Web, Hummingbird was the initial phase toward machine learning.

WHAT IS SO GREAT ABOUT RANKBRAIN?

About 15 percent of queries on the Internet are completely new. On daily basis, it translates to about 450 million searches. Unfortunately, Google can’t find a valid answer to many of these questions. It is no wonder that the company is constantly trying to find ways to reduce this percentage. Thus, Google invented RankBrain.

The thing you have to understand about RankBrain is the fact that it is actually a part of Hummingbird algorithm and that it implemented all the positive progress made in the past and polished it even further. Back in the day, on-page optimization was based on (percentage of keyword repetition within the text). Given that this led to several SEO malpractices such as unreadable content, Google had to invent something that will improve user experience (UX).

Of course, semantic search and understanding user intent are great. However, the true value of this AI system lies in its learning capabilities. Even with all the synonyms and related keywords, Google still had issues understanding certain queries. In some cases, it gave improper value to certain words, prioritizing FxPro parts of the phrase instead of keywords as a whole. With RankBrain, Google is able to understand slang and questions that were previously ambiguous. This system is excellent for long-tail keywords. Furthermore, when processing new queries, it is able to make sound predictions based on previously accumulated information.

There is another thing that needs to be mentioned. Back in the day, during Hummingbird era, when you enter something in search tab you would get results that are same or similar to phrase which you entered. After RankBrain, when you type in something, you get direct answer to a question even if it doesn’t have direct connection to the words which you typed in the bar.

Example:

• Hummingbird – Search: “How old is Will Ferrell?” Result: “Will Ferrell – Wikipedia, the free encyclopedia”

• RankBrain – Search: “How old is Will Ferrell?”, Result: “48”

One thing is for certain, as the initial description implies, RankBrain represents a system that is able to learn and improve as the time goes by. With this in mind, it can only get better when it comes to assisting Google users even without further polishing.

HOW DOES RANKBRAIN AFFECT SEO?

Given its name, you could presume that this system is in direct connection with ranking signals. In recent Google Q&A, we learned that RankBrain is now one of the three main Google ranking factors together with content and links. But, there is a lot of debate in SEO world about this. Many experts see RankBrain, not as a direct ranking factor, but instead as something that affects queries and through them, the search as a whole.

RANKBRAIN AND YOUR CONTENT

In a way, we can observe it from the same perspective as the Hummingbird. As long as you are creating normal, natural content, you will be visible to Google. But, according to our predictions, it probably won’t have a drastic impact on on-page optimization.

Why is that? Simply put, this update helps people who are searching for certain results, but it shouldn’t affect articles themselves given that semantic search is in place for some time now.

For example, if your article is optimized around word “pet food”, previously, visitors could have reached your page by typing things such as “pet products”, “animal food”, “things for my cat” etc. With RankBrain, Google will most likely be able to lead visitors to your page even if they put some obscure things such as “the stuff that cat puts in its mouth”. In that regard, your mission as an author doesn’t change.

We can safely presume that Google will become smarter. At this point in time, this is pretty much a fact. Nevertheless, LSI keywords concept will most likely remain in place as the best way to convey an idea to the search engine. Given that RankBrain will be used to understand language patterns, slang as well as to connect the dots within the content, its main purpose would be to help Google user. Nevertheless, copywriters will still have to concentrate on semantics and general meaning of the text if they wish to be visible.

HOW DOES RANKBRAIN ACTUALLY LEARN?

This is the million dollar question. Google is usually very secretive when it comes to its technology (which is to be expected). But, we can speculate that click-through rate, time spent on a website and bounce rate will become the most important indications which will help Google determine whether a certain article is good fit for a certain query.

Another thing to note; RankBrain doesn’t only help with slang and long phrases. It also helps with keywords that have numerous meanings. In that regard, as it starts learning through click-through rate, time spent on a website and bounce rate, it will most likely give advantage to queries that have more monthly searches (Apple computer instead of apple fruit). This can pose quite a problem for those who are working with less searched keywords. Nevertheless, as it always goes, people will look for an answer until they find the wanted result.

Now, we can suggest some SEO tricks such as great titles or intriguing META descriptions that will attract some of these floating visitors. However, given the RankBrain’s learning potential, this will most likely be a temporary thing as it eventually starts leading people to websites with the most relevant information for their query. In other words, user will have to ask something really unusual and obscure given that the system already has answers to the most common questions. Besides, do you really wish to have visitors who are not interested in your topic?

HOW DOES RANKBRAIN SEE MEANING BEHIND THE WORDS?

At the beginning of the article, we mentioned that RankBrain understands connections between the terms through system of vectors. This is an example which was provided to us by Google.

As you can see, it shows us the connections between countries and their capital cities. However, this is only the part of the story. Relationships between the countries are much more interesting. On this graph, you can see Mediterranean countries such as Greece, Spain, Italy and France grouped together. Similarly, France, Germany and Poland are close to each other (given that they are in the center of Europe) where Germany and France are close to each other (most likely due to mutual physical borders as well as close diplomatic and economic relationship between two countries).

As RankBrain starts processing all the articles and news feed on the Internet, AI system is able to notice patterns and realize similarities between different countries.

So, how does this apply in practice?

Let’s take keyword apple as an example. We all know that this word can be used for both fruit and technological company. As such, it can pose a real problem for users. We tried with two different queries:

• What is apple?

• What is an apple?

In both cases, first thing that popped up was linguistic definition of the apple. It described the fruit. However, in case of “what is apple?” query, search engine gave us information about the company. On the other hand, “what is an apple?” gave us numerous results with the fruit. Given that most people, who search for apple, search for data regarding tech company, it was only logical that plain, basic form will give us results about the Apple Inc. On the other hand, Google recognized that “an” and “apple” usually go together when we talk about the apple tree so it showed us results about the fruit.

There is additional interesting innovation that is introduced with this machine learning system. According to Google, RankBrain will distinguish queries based on location. Ok, this is not a new concept given that even previously, results varied slightly depending on the place where you are living. However, this difference will be even greater when some results get removed, as RankBrain deems them irrelevant for a certain country or region.

 

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A single metric like  cannot wholesomely describe the results of your digital marketing strategy. In order to see the “big picture” the key is to test multiple metrics, generally referred to as key performance indicators (KPIs).

Metrics, or KPIs, represent the hard numbers extracted from your website data. The majority of this data can be obtained using tools like the basic Google Analytics or more advanced tools.

Today, we are going to highlight the six SEO metrics you should review to get a better understanding of the overall health and performance of your website.

1. KEYWORD RANKING: HOW ARE PEOPLE FINDING ME?

Once upon a time, Google was a kind and gentle search engine that provided SEOs with keyword ranking and traffic data. Simply log in to Google Analytics and you could see exactly what people were searching to find your site. Unfortunately, those days are long gone. If you connect Search Console and Analytics you will get some keyword data, but nothing like before. Tracking keywords is more important for that reason as it will enable us to determine:

Whether you’re focusing on the right keywords – if none of your blog post rank for their target keywords, then you need to focus on less competitive keywords or building more authority.

Whether you’re growing with time – all keywords should slowly improve their ranking as you acquire back links and the site gains more trust. If this is not the case, then something is definitely wrong with your SEO plan.

Whether you’re moving “link juice” well – the easiest way to test this is by creating a new blog post and linking to it from other pages on your site. If you have a strong domain, you should see a quick boost in the initial positioning for your keywords and in the case of long-tail terms, you can even rank in the top three with only internal links if your site has enough juice flowing through it.

2. LINKING ROOT DOMAINS: YOU HAVE DA JUICE?

It is obvious that search rankings have become more dependent upon the on-page SEO factors in addition to user interaction patterns but even so, one of the most important factors currently is back links. They play a major role in ranking and will continue to dominate in the near future. This means that your SEO strategy needs to include link building if you want to become an authority in your industry.

Regardless of how you decide to obtain new links, you need to make sure you have identified and are tracking key metrics life trust flow, domain authority, and topical relevance. Not only should you track these metrics but they should be instrumental in planning your link building strategy.

3. ORGANIC SEARCH TRAFFIC: WILL THEY COME?

Is your organic traffic increasing month over month? Are the above actions leading to more visitors to your website? A free tool like Google Analytics is all you need to track organic traffic so you have no excuse not to do so. Aside from looking at your organic growth, take some time to find out where else traffic is coming from. Did that last link you got placed to your site send a boat load of traffic? Make a note of it and look for similar link ops.

4. AVERAGE TIME ON PAGE: DO THEY LIKE IT?

What do visitors actually do when they get to a page they don’t like or are not interested in? They exit promptly. On the other hand, if the page is relevant and interesting to the visitor, they are likely to spend more time on it.

Your main goal should be to entice your visitors with quality content that keeps them engaged. The longer they spend on a page the more time you have to tell them a story, show them your value, or intrigue them to take an action resulting in a conversion.

It’s important to note that even social networks are taking time on page into consideration within their algorithms (who sees your posts without paying for a boost), so it should be clear that relevant, high-quality content is something to strive for.

5. PAGES PER VISITOR: DRIVING THEM INTO YOUR FUNNEL?

Earlier we touched on internal linking and how it creates a flow of link juice, giving power to newly published pages on your site. The other benefit of internal linking is to help site visitors find information they want or need that supplements information found on the page they’re on. If you notice that visitors are not visiting more than one page, you should reconsider how your internal links are being setup and how you can make them more valuable to your visitors.

Two effective ways to entice more internal pages views are:

• Adding a related post section to the sidebar or bottom area of your blog post.

• Adding more internal links to each article, specifically using terms or acronyms that may not be familiar to the reader as the anchor text.

6. RETURNING USERS: DID YOU MAKE A GREAT FIRST IMPRESSION?

A lot of businesses invest heavily into getting visitors to their content for the first time. Once you have them on your page, you need to follow through by providing content and resources that are exceptional.

While taking the extra time or dedicating resources to creating better quality content may seem counterproductive to some, it can actually save you money or at least increase your customer lifetime value when you keep them coming back for more. This is not a metric you FxPro hear discussed a lot but there is not a truer opinion of your content than rather or not they decide to come back for more. If your return traffic is low, you are either in an industry that is an exception to this rule or you need to take a long, hard, look at your content.

If you are not tracking these metrics and looking for ways to improve each of them, your SEO plan could use some work. It is easy to get caught up in rankings but at the end of the day, SEO is a go to marketing strategy because it delivers an ROI second to none. Is your campaign delivering? If not, start with the KPIs above to find the culprit.

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seo-vs-ppc

There has been a roaring debate over the use of SEO (Search Engine Optimization) versus PPC (Pay Per Click) advertising and which one provides better value for your online marketing. While those in one camp or another are obviously going to have their opinions on the matter, there are a few research done to compare both of these.

Here in no unfiltered terms, is our analysis of the debate between the two marketing arms. Firstly, let’s identify both of the differences.

Differences Between SEO & PPC

Clients these days are likely feeling the push towards the Internet and away from more traditional means of advertising… for good reason, of course.

According to Jupiter Research, it shows that an astounding 81% of consumers are going to use search engine results to determine their purchases. Imagine ignoring more than 3/4 of your audiences by not engaging in online marketing; the repercussions are sobering.

But many businesses don’t appreciate the distinctions between organic search engine results and paid search engine marketing. That is where the distinction between SEO and PPC come into play.

seo-vs-ppc

Here’s how you can differentiate between SEO and PPC on Google results page.

SEO marketing brings a synthesis to your website’s content and draws visitors in through the main channels of search engine results.

If you are a psychiatrist in Pittsburgh or a plumber in Piscataway, you will want your business to come up in the first page of organic search engine results.

seo-vs-ppc

You’ll stand a higher chance to get more traffic for your site when you’re in the first page of organic search engine results.

Appearing on the first page of Google can also ensure that your traffic comes from the visitors who want your product or people who have been seeking out your service. That also means that your organic search engine optimization is poised.

PPC advertising, on the other hand, is a little bit different. These are the “sponsored ads” which run alongside your search engine results and will change from search to search.

For example, if you pull up a search engine search for cycling shops in Portland Oregon, you are going to find many of the most popular SEO results in your main search. But along the side of the search, you’ll find sponsored PPC ads that only unlock value for the host if there are click through to the websites along the side.

seo-vs-ppc

Although it appears at the top of Google page, but this doesn’t mean that you are going to find the “best” or most relevant cycling shop in Portland Oregon in the PPC lane. In fact, many times, the PPC ads that you find are from new entrants into the field, those who have been untested and those who are desperately seeking exposure.

Of course, there are also occasions where the SEO and PPC results may look very similar. This may be because, in this example, the most prominent cycling shop in Portland Oregon has also cornered the PPC market and has deployed itself into both realms.

How Do SEO And PPC Help Your Business?

As we discussed earlier, the uses of SEO and PPC are quite different and the research spells that out. Let’s say you are a new entrant into a market and you are trying to establish yourself in the market through effective search engine results.

The quickest way to do this is through the use of PPC advertising, but is it always the best?

An article by Moz seems to tell a different story. Organic SEO results from a search are 8.5 times more likely to be clicked through than a PPC sponsored link. 8.5 times. That’s huge.

seo-vs-ppc

Consider your own search engine behavior. When you seek out any type of information from a search engine, what are the first things that you click on? A great majority of us would probably say that we click on the organic search results before we would click on a paid link to the side.

So even though building up organic search engine results through optimized content that users will seek out may take a little longer, the facts remain clear. Your business is 8.5 times more likely to get the customers and the results you are after if you use legitimate organic search engine results.

Benefits of SEO And PPC

If the numbers are truly so staggering in favor of SEO advertising, many people may ask then why anyone would do anything differently.

seo-vs-ppc

The question is not about whether SEO or PPC is more superior, but more to which is appropriate for your website.

The reasons to implement PPC are multi-fold:streaming film Power Rangers 2017

Introduction:

If you are new to the marketplace and you are trying to introduce yourself and your product to a new audience, PPC ads may be a good option for a limited release. You don’t want to stay there for too long but if you have an introduction and you are trying to elevate yourself to the top of search results quickly, this is a viable option.

Specials:

Are you running a limited-time special offer? If that’s the case then you may wish to zoom your ranks to the top of the PPC results. You are not going to get nearly the traction you would with organic results but many advertisers swear by the PPC metric for limited time offers.

Dominance:

If you already are at the top of all the organic SEO results and you are simply trying to elbow your competition out of the market then using PPC ads can’t hurt. Of course, you are going to have to pay for this individual click through but if your dominance in the marketplace is already so huge, then use of PPC will only further embolden your spot in the market.

Ignorance:

The final metric to your preference of PPC versus SEO may just be ignorance. If you didn’t know the dreadfully low click through rates of PPC and you thought that you were doing your business a lot more good, then you may use PPC. However as the research continues to show, PPC is a vastly inferior platform to use when compared against SEO.

Your Visitors Will Appreciate SEO More Than PPC

While the research and results have shown to be far superior for one over the other, consider your own search engine searches and the results that you prefer.

Seeking out and finding what you are looking for through search engine trolling is far more laborious task, but the end result is vastly more satisfying.

seo-vs-ppc

As you can see, SEO enables you to build a trusting relationship with your customers compared to PPC.

When you hit upon that retailer, that undiscovered corner gem bakery, that earnest lawyer or doctor or that delectably romantic restaurant, you don’t ever forget it. These are retailers who have a solid online presence and offer a service to their customers that simply can’t be matched.

So is your SEO results. The fact is that most of the time when you click through PPC ads they don’t “quite” fit. Broadly speaking, the PPC results you click on may be similar to what you were looking for or kind of in the same neighborhood, but when you drill down deeper, the end result isn’t nearly as satisfying or as correct for what you were seeking out.

If you do push through and use this retailer that you have found through a PPC ad, you may be surprisingly satisfied! And that’s great.. because that may instigate you to continue to use PPC ads.

However, more often than not it’s these non-organic, broadly targeted ads for goods and services on the periphery for what your search was about which fall flat.

Conclusion: SEO Beats PPC

Your business will definitely do well if you invest the time and energy into creating SEO advertising that targets your audiences. There are also case studies that have proven SEO is better than PPC, so there’s no need to worry about it.

Although it may take some time to see your SEO effort, but it will be worth it for your business. PPC is fast, but how long will it last?

Remember the vast scope and inevitable limitations of your business, remember that your local customers still want the local, targeted service you provide, and your online SEO marketing will be so much more successful than you could ever have imagined.

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No doubt you’ve seen rich snippets appearing on Google’s search engine result pages (SERPs), including review stars, product pricing information, inventory status, events and other attributes to call attention to a company’s products or services and stand out on the crowded SERPs.

Google generates these rich snippets with a type of information encoding known as structured data and Web professionals would be wise to know what it is, how it works and how to implement it today.

WHAT’S STRUCTURED DATA AND HOW DOES IT WORK?

Structured data is a type of Meta data held by your website’s pages describing what is on that page – such as product information, pricing, review count, ratings and so on. To create structured data on your Web pages, you’ll need to take advantage of Schema, a structured data markup language that helps search engines understand exactly what your page is about. As a reward for your efforts, search engines like Google will give your search listings extra attention and detail through the inclusion of review stars, additional pricing text and more.

USING JSON-LD TO CREATE SCHEMA MARKUP

There are a few different ways of encoding Schema data on your Web pages, but the accepted standard in theword is the use of JSON-LD. JSON-LD stands for JavaScript Object Notation for Linked Data. In other words, it’s a type of markup language like HTML that Web crawlers like Googlebot can consume and parse.

That probably looks a little confusing if you’ve never seen it before. But, you can probably get the general gist of it. This code identifies specific information about the page; in this case, the information being defined is a Person profile and data such as address, job title, name and website URL. You might expect to see this kind of JSON-LD on a college graduate researcher profile page.

A MORE CONCRETE EXAMPLE: JSON-LD FOR PRODUCT PAGES

Let’s take a look at something more concrete and real-world. On a typical e-commerce site, you would expect to see two primary types of pages: PLPs – product listing pages – and PDPs – product description pages. At present, there are no defined standards for PLPs, so we’re going to look at a JSON-LD example for a PDP of a product called “OrangeBook Pro” (original, I know):

Let’s break this Schema JSON-LD example down line by line so that you can better understand what is going on here. First, we define the @type attribute as Product, meaning that we are describing a product page. Next, we add an AggregateRating property with a ratingValue of 4.5 and reviewCount of 11. This data comes from your Web application’s database or from the content management system. It’s a summary of the actual reviews on this product’s page. Then, we define the description, name, availability, price and currency.

With all of these variables defined, here is a screenshot of what you would expect to see on Google:

As you can see, our JSON-LD implementation has resulted in the creation of a rich snippet for this product page. When people search, they are often drawn to listings with rich snippets, increasing your click through rate and sending more qualified traffic to your website.

HOW YOU CAN PERSUADE GOOGLE TO SHOW RICH SNIPPETS FOR YOUR SEARCH LISTINGS

To convince Google and other search engines that your website is worthy of having rich snippets appended to its search listings, you’re going to need to accomplish the following two tasks:

1. First, you need to ensure that you actually get the JSON-LD snippets onto the page. If those aren’t there, Google won’t be able to generate rich snippets for your listings.

2. Your site will need sufficient authority in the eyes of Google and other search engines in order to be afforded these rich snippets. An experienced SEO consultant will help you to build this authority through stellar content, high-authority link development and page load speed optimizations.

If you’re able to accomplish these two goals, then the probability for your search engine listings to be endowed with rich snippets skyrockets dramatically. Missing either of these two attributes will not allow those rich snippets to appear.

TESTING YOUR JSON-LD SCHEMA MARKUP FOR SYNTAX ERRORS

Another issue you can run into when taking advantage of Schema JSON-LD has to do with syntax. A syntax error is just a fancy way of saying that the markup isn’t written properly. Fortunately, Google provides a Structured Data Testing Tool (to see what it’s all about, ). With this tool, you can test your JSON-LD markup to make sure that Google can successfully read and parse it. If this program gives you the green light, then you know that your Schema markup is in good shape and will help to generate those coveted rich snippets on the search engine results pages.

THE BENEFITS OF RICH SNIPPETS IN SEO

By using JSON-LD Schema markup, you’ll gain rich snippets. These rich snippets, in turn, can drive higher click-through rates (CTRs). In other words, JSON-LD can help you capture more search engine traffic without necessarily increasing the volume of average monthly searches. You’ll 嘉盛外汇 be making your SEO program more efficient, thereby leading to the possibility for increased revenue, average order value, and more. Without a doubt, JSON-LD and Schema markup is a powerful tool in your SEO arsenal, and an experienced consultant can help you to wield these tools for maximum effect.

NEXT STEPS

Now that you have a solid grounding in JSON-LD and how it can turbocharge your SEO efforts, it’s time to take action. If you are not comfortable tackling JSON-LD on your own, we recommend reaching out to a knowledgeable SEO firm for help with proper implementation.