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5 Tips to Create a SEO-friendly Content Strategy in 2014

GoogleEach and every time Google updates it search engine algorithm, the content of your website comes into sharp focus. A site that values its clients and seeks to offer valuable content must strive to remain relevant and top quality at all times. The major changes by Google are bound to affect any SEO-focused content strategy and are all contained in the three major algorithm updates over the past couple years: Panda, Penguin and Hummingbird.

These mechanisms are all geared towards better ensuring the quality and relevancy of the content contained in a website. To help ensure you adopt an SEO-friendly content strategy for 2014, below are some key considerations to stand by.

Avoid Duplicate Content

This falls directly under the Panda domain. Because the internet is awash with sites that produce tons of useless, low quality content; Google through Panda checks on content that’s been duplicated. It is thus important to stay clear from such tactics and strive to develop your own uniquely written articles all the time. If you have to engage the services of an article writer, make sure you use legit writers.

It is also important to provide unique Meta descriptions and requisite page titles for all your webpages and articles. Because at times you may have to duplicate some pages, ensure you use resources such as the robots.txt file to hide such pages from Google.

Include Enough Text-based Content

This also concerns the mechanisms adopted by Panda. Previously, there were sites that would thrive in having short, keyword rich articles that did not make any sense to the user at all but would attract lots of traffic. With Panda around, one must keep articles relatively long and well detailed; in the process ensuring that the contents of an article add value to the reader. Having rich media content such as relevant images and videos is also recommended. Such non textual content should also be formatted appropriately so as to be seen easily by search engines.

In case you have pages that are meant for interaction purposes, avoid the temptation of leaving them without content. Ensure all your pages have some relevant content at all times for the best SEO results. It is also worth noting that content should be updated frequently so as to provide users with up-to date information.

Never Stuff Keywords in Content

Penguin was developed to detect and deter web spam. Previously, some sites would stuff their content with relevant keywords so as to manipulate Google rankings. To avoid having on-page SEO problems regarding keywords, one should always strive to use descriptive page titles rather than listing keywords in the page titles. If you are using Meta descriptions, use them appropriately for call to action activities rather than filling them with your associated keywords.

If you have to use alt tags of images, make sure you don’t use stand alone keywords; make a point of using only a descriptive alt tag when necessary. There is also a tendency to overuse the H1 tag, as much as it is ok to fit keywords into these tags, don’t get them into every subtitle or page; that will be considered keyword stuffing.

Do Thorough Keyword Research

To make your site and content Hummingbird friendly is by thoroughly researching your chosen keywords and getting their associated synonyms and other co-occurring terminologies. This is because through Hummingbird, Google not only searches for content based on Keywords but also uses other theme related terms to get associated and relevant sites.

To get the search terms, Google will consider words that are synonymous with your chosen keyword. To help you get these terms, one should try and search for the keyword using Google; then take note of the acronyms and other different spellings that appear after the search. Tools such as Google Analytics and Webmaster Tools can help you get appropriate synonyms for your chosen SEO keyword targets.

Cover All Keyword Query Types

Hummingbird assumes and defines all searches or queries made on the internet to be either informational (where a user seeks to get some general information), Navigational (where a user is looking for a certain site) or Transactional (where a user wants to run a particular transaction).

When creating content for your site, it is important to develop content that covers each of the above mentioned queries. You can achieve this by finding out the most common conversational phrases clients are bound to use when searching for your content or service and using most of them appropriately within your content.

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The Value Remarketing for a Holistic Ecommerce PPC Presence

PPCWhen ecommerce marketers think of PPC advertising, they immediately think of serving ads to targeted users who are actively searching Google. But what happens when traffic from PPC ads not convert into paying customers?

This is where the concept of remarketing comes in. Remarketing has proven to be highly effective and cost-efficient, especially for ecommerce PPC advertisers who can serve previous visitors friendly reminders (remarketing ads) to return to their site.

But what is remarketing and how does it work for ecommerce PPC advertising?

The Basics of Remarketing for Ecommerce PPC

In the world of ecommerce PPC advertising, remarketing refers to a process of serving ads on other sites to former site visitors did not convert. A common scenario is when a visitor who is adding products to his or her shopping cart and suddenly bounces. Remarketing is a way to "re-target" those shopping cart abandoners, or any visitors for that matter.

Remarketing is designed to re-engage the potential customers who did take the actions set as desirable by the advertisers. These techniques range from tailored ads and offers that are commonly found on related websites. In some cases, remarketing entails promotions (or finish you purchase and save x amount of dollars) that provide the potential customers with incentives

Tips for Ecommerce Remarketing

So how does one integrate remarketing in a way that it adds value to PPC for ecommerce advertisers? Samantha Noble of State of Search writes that Google Analytics should be the marketer’s sole choice of partner when it comes to remarketing. Noble suggests that when marketers should run one piece of code only and it should be with Google Analytics.

“It is important to only to run with one type of code and as Google Analytics allows for the most flexibility,” Noble writes.

In an article published by Google, the success rate of remarketing is amplified when it is fused with dynamic advertisements. Dynamic remarketing includes ads that remind shoppers of items they have purchased in the past or have recently viewed. This also includes advertising materials that suggest items that potential buyers may like based on their recent visits as well as purchase history. This is incredibly potent for ecommerce PPC advertising.

Noble says that when one builds a remarketing profile in Google, it is important that one should look at the incoming traffic from sources outside the business’ organization. This is done by excluding employees who regularly visit the site as well visits originating from the internal IP.

Noble adds that one should grow the remarketing list to at least 100 people before commencing the remarketing campaign. This part of the building process will allow advertisers to focus first on getting the code from Google as building a list takes time. Kickstarting a remarketing campaign may prove to be futile if the list has not yet been made.

Noble tells marketers not to be discouraged with a low CTR rate as this is only natural. The figure that matters most is the conversion rate, she adds.

“When people are searching on Google, they are actively looking for answers to questions or are looking to buy so the CTR is often much higher.”

With remarketing, the case is different. People are urged to make the purchase, shell out the money and buy the product or service. So when one looks at the performance of a remarketing campaign, one should view the conversion figures. This will ultimately add value to PPC for ecommerce advertisers.

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