2013 called, it wants its SEO strategy back.
2014 has only just kicked off but you should already have your SEO strategy planned and good to go. This is the year to make friends and influence people online. Don’t even think about wasting time mooching around in last years’ couture. Getting noticed takes effort and most importantly, an openness to new ideas.
Last year we concentrated largely on streamlining. Auditing, cleaning up and reaching out were the buzz. Mobi-friendly sites were no longer a ‘nice to have’ but also essential. 2013 was the year Hummingbird took flight. It was this first big change to Google’s search algorithm in quite a while. Now that some time has passed and we have assessed the changes, we can really cosy up with Hummingbird, build a nest and maybe even hatch a few eggs…
The vanguard of search optimisation in 2014
Over the next few weeks we’ll be exploring some of the predictions – and facts – surrounding search marketing and optimisation for this year. Here is a sneak peak of just some of the insights to come:
Hummingbird and the resurgence of long-tail keywords
It appears we may have forgotten how useful long-tail keywords are even though they we only recognised as a ‘thing’ around 2006. Here we’ll explore the initial ideology behind long-tail keywords and then find ways to adapt them to the context of Hummingbird in 2014.
PR: Online marketing versus traditional marketing
I have a vague memory of a teacher explaining to us that they were in the difficult position of having to prepare us for jobs that didn’t yet exist. That said the lessons we received were not wasted in the least. We will examine the ‘old’ ways of marketing and consider whether or not they are entirely irrelevant today.
Getting the tech right: HTML5, XML and mobi
I always maintain that old adage; measure twice, cut once. Building the best site starts with getting the basics right. All the SEO in the world won’t help your page rank if it just doesn’t load correctly. In this article we’ll have a good snigger at some of the most common website faux pas.
Form follows function: Why we need responsive design
Whilst the most basic site may not win awards in the swimsuit category, it can still function like a well-oiled machine. Keeping the fluff to a minimum has never been a bad thing. Bad things however, manage to creep in very sneakily when you add unwarranted and fussy functions, pop-ups and worse still… banners. Yup, some people still do that. You should probably try to avoid some of the pitfalls and embarrassment that comes with clunky cumbersome design.
Content strategy and the art of syndication
Great content strategies often arise from the syndication thereof. If your content is only visible on one site you could be wasting countless opportunities to get it noticed. That said, what is also of paramount importance is the observation that simply duplicating your content will land you on a one way ride to Google’s penalty-ville. Best you get this one right first time then.
The rise and fall of guest blogging
As a highly debatable topic in January 2014, we take a moment to review Matt Cutt’s revelations and try to determine our own beliefs and the best practical applications of this particular topic.
What happens after you’ve the shared content
Just because you shared it, it doesn’t mean anyone is reading it, much less care about it. Some people will always prefer baby and kitten pictures, but there are still some people willing to engage with your content.
Verification and earning trust
Part of getting someone to listen is earning their to trust first. Once you have gained their trust they are for more likely to listen to whatever it is you have to say. Having a credible and authoritative identity online will catapoult you strides ahead of your competitors in the race to the top of Google.
Make meaningful and lasting links
It’s all good and well having a bunch of irrelevant links to your site just to gain ranking, but unfortunately this very short sighted manipulation of Google’s guidelines may do the exact opposite. Consider which links count and which don’t. Take serious action towards getting rid of those that are adding no value to your users – or your search rankings.
How to keep your fans interested: Getting personable
Finally and maybe most importantly, speak beyond the screen and really interact with one another. When you stop hiding behind the screen both you and your audience will find the confidence to engage in meaningful ways. Isn’t it great to know that you can have an inspiring exchange with a specialist while you are sitting at home in your jim-jams?
Stay tuned-in to our blog for more details surrounding these topics over the coming weeks. For those wanting to unpack these insights in a more tangible manner, register for one of our SEO or Search Marketing courses now.