What You Need to Know to Get Started with Account-Based Marketing

Account-based marketing (ABM) is a white-hot buzzword for B2B marketers right now. You see it everywhere: guides, eBooks, infographics, blog posts by handsome bald content marketers–the works. Yet as much as everyone is talking about ABM, there’s still plenty of confusion about what it is and how best to do it.

It’s all well and good to say, “We should get some of that sweet account-based marketing; I hear it’s a gold mine.” But implementing a program in a strategic way takes a little more digging.

What Is Account-Based Marketing?

My favorite definition of ABM comes from Engagio CEO Jon Miller:

“Account-based marketing: a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.” – Jon Miller, Engagio

Think of traditional marketing as a confetti cannon. You set it off, it blankets the entire audience in confetti, and hopefully the one or two people you really wanted to confetti-ize get covered.

In a similar metaphor, ABM is a T-shirt cannon. It aims to deliver a valuable payload directly to specific roles–even specific individuals–in key accounts. Instead of roping in and audience that might include your most valuable people, you’re identifying the most valuable ones ahead of time and not wasting effort on anyone else.

Like content marketing, ABM is a concept that has been around for a long time, but technology makes it more feasible to do it at scale. The ad men of the 60’s went after big-money accounts with laser precision, spending hours crafting elaborate proposals on spec.

Now with email automation software, CRM, targeting platforms, and other martech, finding the right audience and personalizing content is much more efficient than it used to be. Some level of ABM is bound to be the right fit for your organization. Here’s how to get started.

#1: Sit Down with Sales

ABM is situated somewhere between sales and marketing. Neither department fully owns it; they need to work closely together to be successful. Sales will need to identify key accounts. Marketing needs to produce the content salespeople can use to create and nurture relationships. Sales needs to report back on what content is working, identify gaps, and request content to fill them. And so on.

This whole delicate back-and-forth will only work if your sales and marketing departments are tightly aligned. Now is the time to sit down together, schedule regular joint meetings for the foreseeable future, and start a genuine conversation. Agree on definitions, purpose, and goals. Discuss the rest of this list with sales and make decisions together.

When you’re running a successful ABM campaign, the lines between your two departments should start to blur. Think of it as creating a new team: The Department of Revenue. That has a nice ring to it, doesn’t it?

#2: Choose Your Level

There is no single right way to do ABM. Note Jon Miller’s definition up there was pretty broad–as long as you’re strategic and targeting key accounts with personalized content, you have yourself an ABM program.

Generally speaking, there are three levels of ABM your team might pursue, depending on industry, target audience and resources available. They are:

  • Full ABM: This is the classic 60s model, but spiffed up with smarter targeting and a smidgen of automation. You’ll be going after just a few huge accounts, with high personalization–down to the individual, even. This level makes sense if you have a high-cost offering with a long sales cycle.
  • Partial ABM: In this model, you’re still running relatively few accounts, but starting to scale up your efforts. Rather than individuals, you’re targeting personas–more role and job function than single human beings. Still, you’re delivering deeply personalized content to each persona.
  • ABM Lite: The shallowest level of ABM looks much more like traditional marketing, but with a little more personalization and a higher level of targeting. These small moves toward ABM can make a big difference; if ABM Lite is all your organization can do, it’s still worth doing.

#3: Identify Key Accounts

The first step after picking a level of engagement is finding the accounts that your ABM efforts will focus on. The sales team is a strong ally at this step. Find out what accounts they dream of landing but can’t seem to get a foot in the door. Add the potentially high-yield accounts that have made initial contact but are stalled at some stage of the deal.

If your team struggles to come up with these key accounts, work backward–construct a persona of the business that would most benefit from your offering and your sales team would be most happy to land. List the characteristics that make the business a great fit. Then use these criteria to profile potential ABM targets.

#4: Decide on Metrics/KPIs

At this stage, communication with sales is absolutely crucial. You will need to work together to establish goals and agree on how progress will be measured. Agreement at this step will help avoid the kind of squabbling later on that can sink a whole program. Make sure you agree on what goals need to be accomplished, and what metrics will best show progress toward those goals.

For example, a goal might be to engage decision-makers at a certain level in one of your target accounts. A metric to measure progress would be likes and shares of content your team shares with that audience.

#5: Develop Personas

If your team is practicing full ABM, this step is less important–rather than personas, you’ll likely be focused on individuals within your big accounts. For everyone else, this stage is a major part of making ABM effective.

Map out the buying committee of your key accounts–what roles will be involved in the decision-making process? What demographics define these roles? What are their chief motivations at work? What information do they need to succeed at their job that you can supply?

Answer these questions with research on the company’s website, industry websites, and on LinkedIn. Consult sales for the insights they have gleaned in the trenches, too.

#6: Create & Distribute Content

Once you know who needs the content and what they need to hear, go ahead and create content. Think about curation as an ABM function, too–you’ll want to supply your audience with valuable information from a variety of sources. That way you can establish usefulness and authority without seeming overly promotional.

Your sales team will help distribute content. After all, you created it to their specifications, to specifically enable sales conversations, right? In addition, consider using native advertising and sponsored social media posts to get your message in front of the right people. LinkedIn and Facebook both have sophisticated targeting tools. Use them to create custom audiences of the personas at your key accounts.

#7: Continue to Support Sales

Once the content is flowing and responses are coming in, evaluate your performance. Refine and optimize the content type, topics covered and methods of distribution.

As relationships start to grow, stay aware of what the sales team needs to continue educating potential clients all the way to a purchase decision. There’s no real sales “handoff” in ABM–plan on staying in the game until the deal is closed, and beyond.

Account-based marketing is yet another age-old practice made more efficient and strategic with modern marketing methods. For B2B companies, it makes sense to at least adopt some ABM principles to your marketing mix. Depending on your industry and offering, a full plunge into ABM might be the better investment of time and resources.

Either way, it starts with sales and marketing alignment. Form your Department of Revenue, agree on KPIs, metrics, and definitions, and take it from there.

Has your organization tried ABM yet? Is it working? Let me know in the comments.

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What You Need to Know to Get Started with Account-Based Marketing | http://www.toprankblog.com

The post What You Need to Know to Get Started with Account-Based Marketing appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Building your SEO strategy in 2017: what’s most important?


If you’re wondering what factors to consider as you build your SEO strategy for 2017, links are still the top-ranking factor for Google’s algorithm with content close behind. And high CTR is still at the core of the rankings pack as well.

Earlier this year, Andrey Lipattsev, a Google Search Quality Senior Strategist, fielded questions about the top ranking factors for Google. Lipattsev said, “I can tell you what they are. It is content. And it’s links pointing to your site.”

Recent Study Put Links to the Ranking Factor Test

A recent study by Eric Enge of Stone Temple Consulting put links to the ranking factor test. And links emerged as powerful as ever.

Previous research by Moz and Searchmetrics found a high correlation when comparing high SEO rankings and external links. However, data from other ranking factors were close behind links.

For example, the Moz study found the number of external links to be rated at 0.30, but the Moz authority rated at 0.28, and the page authority at 0.37.

How could links be so vital to SEO efforts and not have a significant statistical edge on other ranking factors? Enge wanted to know why, and he found that the Moz and Searchmetrics studies used commercial search terms, and evaluated each SERP individually.

“Based on consultations with a couple of experts (Paul Berger and Per Enge), I did a different type of calculation, based on the Quadratic Mean,” Enge explained.

Different varieties of search terms were also employed in the Stone Temple Consulting study. Long tail commercial terms, commercial terms, and informational keywords were used to test the power of links.

The results of the new study certainly matched Google’s announcement, crowning links king of ranking. Links per ranking URL rated at 0.39 with domain and page rating far behind at 0.27.

Links are Still Powerful Amid Hundreds of Google Ranking Factors

Did you know Google uses around 200 ranking factors to rank websites? This may be a lot for SEOs to take in all at once. However, focusing on links is still best practice.

Several digital marketing firms compiled hundreds of Google ranking factors, and they may be useful to your SEO efforts, says Entrepreneur contributor Eric Siu.

“While it can be worthwhile for business owners to be at least familiar with some of the topics here, this infographic can be a valuable resource to share with those on your team who are managing your site’s day-to-day SEO operation.”

In fact, out of those 200 ranking factors in Google’s ranking algorithm, three of the most essential encompass links.

  1. The number of external links you receive is important. Some of the top SEOs say external links are simply invaluable to your ranking power, according to Moz.
  2. Anchor text of external links affects ranking. Links with SEO focused anchor text needs to be relevant to the target page.
  3. The links need to be of good authority. For example, your links need to be from a reputable news source or academic journal.

Links have always been a valuable aspect of an SEOs strategy, and many SEO agencies focus on building relevant links to get first page search results on Google.

Building Relevant Links is an Important Ranking Practice

Building links is certainly an essential SEO practice, but Google is still dealing with the manipulation of SERPs via economically minded marketers. However, your link building strategy needs to encompass relevancy, according to Search Engine Land.

Incorporating relevance and trustworthiness into your link building strategy is an essential part of your ranking efforts. The first step in this strategy is to identify resources and publications for inbound links.

Here are two key aspects to incorporate into your link building strategy, according to the best SEO practices of 2016 by Forbes.

  • Identify respectable links. When searching for respectable links ask yourself: Do people trust this site? Does this site use citations? Is the site refined? Is the site a household name?
  • Focus on relevancy in links. In order to optimize rankings, SEOs need to find relevant links within the industry they are marketing. Match content and links up as perfectly as possible to keep rankings moving in a positive direction.

Link building is important, and it may be as essential as ever, according to Google’s announcement. And SEOs still need to combine links with powerful content too.

Google Identifies CTR and User Experience as Major Ranking Factors

Links and content are certainly at the top of your SEO strategy. However, Google identified CTR and user experience as major ranking factors. Increasing one will certainly increase the other as well.

Google utilizes CTR data to indicate a sites ranking value, according to Google engineer Paul Haahr. Haahr also added that Google runs A/B tests with SERPs. This could increase or decrease a site’s ranking by a few spots, and has no relevancy to links or SEO.

Essentially, the higher CTR you have, and the more user experience your site receives, the higher the Google rankings.

A study on CTR by Moz found that, “The more your pages beat the expected organic CTR for a given position, the more likely you are to appear in prominent organic positions.”

Rankings and CTR are certainly codependent. Keeping visitors on your site is one important element in the Google ranking equation. Here are a few tips to optimize your CTR and user experience.

  • Bucket brigades. Using bucket brigades is one great SEO strategy to increase user experience, according to Backlinko. These are simply words and phrases that keep people engaged.
  • Better content title and descriptions. Emphasizing fast results is what Google is all about, and your content title and description need to reflect that. Giving Google browsers the sense of speedy information will increase your CTR.
  • More value in your subheadings. Including benefits in your subheadings will also enhance your CTR and user experience. A more powerful subheading will intrigue your audience to stick around and see what the content has to offer.

Your 2017 Strategy: What Else?

Knowing that you must continue with outreach, content, and CTR optimization as your foundation, what else should you consider for your 2017 strategy? A Forbes article describes three steps to jumpstart site traffic in 2017: Real Time Videos, Augmented Reality Gaming, and Google Penguin.

If you keep your site safe from Penguin while focusing on building a real time video strategy with an augmented reality component, watch your site’s visibility sky rocket! It’s time to combine the old with the new to have your best year ever!

Source:: searchenginewatch.com

The Competition-Busting SEO Strategy No One Is Talking About: Siloing Your Site

seo siloing for competitive advantage

The Competition-Busting SEO Strategy No One Is Talking About: Siloing Your Site was originally published on BruceClay.com, home of expert search engine optimization tips.

What if I told you that the way most websites are structured is completely wrong for search marketing?

And then what if I told you that there was a proven way to structure your website to:

  • Boost its relevancy for search engines
  • Drive more organic search traffic
  • And gain a massive competitive advantage?

Let me tell you more …

It’s an SEO strategy that’s been around for a while, yet the majority of brands — even bigger brands — aren’t utilizing its power to improve their site’s rankings, relevance and usability.

You’ll gain a competitive advantage as I explain in this post:

  • Why website architecture is the key to making your site relevant to the search engines.
  • How the organization of your content positions you as a subject matter expert and creates a good user experience.
  • Case studies that show the power of website architecture for SEO.

Website Architecture: The Wrong Way

It may or may not surprise you that the majority of website designers and developers are not skilled in search engine optimization.

Yet, these are the folks who are in charge of designing your website.

And the design of your site, from the code to the layout to the architecture, impacts your SEO strategy.

So why aren’t more brands building SEO into their website from the start? Simply put: no one is really talking about SEO during a website launch or redesign.

Most brands today design their sites like brochures, focusing on colors, look and feel and high-level business objectives.

Topic-focused content organization is overlooked. The problem with that is it doesn’t create subject matter expertise in the search engines‘ eyes.

If you were a search engine, which of these would you rather show to users?

The garage without order or the garage with a clear focus?

organized garage

Our job as website publishers is to help the search engines better understand what our business is about.

To do that, we have to hit the mark when it comes to look and feel and colors, but also content depth and organization. Google’s algorithms are getting smarter, but they still need a lot of help.

To better understand that a business is about X and has subject matter expertise about X, you need to create a cluster of organized content around X versus just mentioning it in a few words on pages randomly throughout your site.

And by the way, doing this will help you in a RankBrain world, where the machine learning AI system is working hard to match a search query to the best possible website.

Website Architecture for SEO

OK, now let’s talk about the right way to structure a site for SEO.

We invented siloing for SEO 17 years ago and have taught and written about it ever since.

This is something you should consider when you’re launching a new website, redesigning an old website or trying to implement a more powerful SEO strategy.

Organizing your website’s content, through directory structure and links, in a way that conveys subject matter expertise to search engines is an SEO methodology I devised years ago, and it’s called siloing.

Siloing is organizing a website’s content by heavily queried themes to make it clear what topics a site is about.

Put another way, siloing attempts to take a website with disjointed areas of focus and make sense of it by organizing the content.

Why is this important? A disorganized site doesn’t clearly convey what it is about. So a disorganized site can negatively impact your search rankings, and thus traffic.

When you organize your website content by topic or theme, search engines can see that you have sufficient content around Topic X, and that you are probably a relevant choice for a query on X.

Remember, one of Google’s key recommendations is to have a site with a clear structure and information-rich content.

Here’s an excerpt of Google’s recommendations from its Webmaster Guidelines:

  • Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
  • Think about the words users would type to find your pages, and make sure that your site actually includes those words within it …
  • Design your site to have a clear conceptual page hierarchy.

Siloing: What You Need to Know

Siloing is a highly technical and strategic SEO process. I won’t go into the technical details here, although you can find them in this guide to SEO siloing.

Instead, I’m going to share with you the guiding rules of siloing, so that you can consider it for your own website.

Siloing starts with sufficient website content around the topics and ideas that are crucial to your business.

In SEO-speak, your site needs to have lots of content that uses your target keywords.

Let’s look at an example. Say your website sells power tools. A website with disorganized focus may cover all the types of power tools on one page.

A website that has siloed its content might instead organize the various types of power tools it sells like this:

example of siloing hierarchy with power tools

And by the way, each one of those pages represents a primary target search keyword and mentions the keywords common to their own themes.

This is not only a way to create a more streamlined user experience for your visitors, but also a way to tell Google that you are an expert on the various categories of power tools you sell.

That’s because there’s a clear hierarchical structure that makes it easy for search engine bots to crawl and understand the relationships and focus of topics.

In its simplest terms, here are the steps for how to do siloing for SEO:

Step 1 to siloing is knowing your keywords.
Step 2 is understanding how people search.
Step 3 is having ample content.
Step 4 is organizing topics and supporting topics hierarchically.
Step 5 is using internal links to connect related pages.

All of these pieces are critical to establishing your site as an expert.
The technical implementation instructions for SEO siloing are outlined here.

But now, let’s look at some results, shall we?

The Power of Siloing: 2 Case Studies

Siloing is a foundational component of our SEO services, and clients see powerful results.

Let’s look at a couple examples of real client results now.

Understand that the siloing strategy in these cases didn’t exist in a vacuum. There were other SEO-driven revisions that occurred along with the website architecture edits and internal linking of siloing. However, it is our experience that every SEO tactic is amplified once siloing is in place.

Case Study No. 1: Manufacturer of Custom, Specialty Home Construction Parts

This client came to us due to a link penalty from Penguin. But they also wanted us to migrate their site from a .net domain to their Unix-based .com, and from a custom CMS to WordPress. We found this to be a perfect opportunity to silo their content.

For this engagement, we did the following:

  • Link pruning
  • Physical and virtual siloing
  • Reorganized navigation
  • Internal contextual linking to related pages
  • Breadcrumb linking
  • Targeted anchor text
  • On-page title tag and meta description optimization

Here are the results:

  • 107 percent increase year-over-year (YoY) organic traffic, from around 9,000 visits per month to around 20,000 visits per month
  • 30,000 additional organic visits YoY in Q4
  • 90 percent increase in tracked online revenue YoY
  • 88 percent increase in number of transactions YoY
Q4 2015 vs Q4 2016 YoY organic search traffic

Siloing supported a 107% lift in organic search traffic from Q4 2015 to Q4 2016. Click to enlarge.

Case Study No. 2: California Health Insurance Plans and Easy Enrollment Website

This client had a new domain with very little content. They needed to identify the top keywords to target and the supporting content that would help them reinforce their primary keywords. Site architecture and internal linking structure would need to be established.

Here’s what we did:

  • Physical and virtual siloing
  • Reorganized navigation
  • Internal contextual linking to related pages
  • Breadcrumb linking
  • Targeted anchor text
  • On-page title tag and meta description optimization

And here are the results we saw:

  • 327 percent increase YoY in Google organic traffic, from around 2,ooo visits per month to around 10,000 visits per month
  • 19,000 additional Google organic visits YoY in Q4
Q4 2015 vs Q4 2016 YoY organic Google search traffic

Siloing supported a 327% lift in organic Google traffic from Q4 2015 to Q4 2016. Click to enlarge.

Start Siloing for a Competitive Advantage

Siloing can be the most powerful tool in your SEO arsenal, and yet many brands aren’t even aware of it. Talk about a competitive advantage to siloing adopters.

If your website needs a boost in relevancy and a lift in organic search traffic, siloing your web content and organizing your link structure is just the thing to do that.

Tell me your own siloing experience in the comments.

Would you want to discuss more about how you can be helped? Let’s talk.

This article just scratches the surface of the most powerful SEO tactic, siloing. Send your technical search marketing team to SEO training with me to learn how to do it for your business.

Source:: bruceclay.com

Working Together in Perfect Harmony: Digital Advertising + Content Marketing

Content marketing has emerged as an incredibly effective way to arm consumers with the information they seek and need, increase brand awareness, enhance engagement, and ultimately inspire action and conversions. As TopRank Marketing CEO Lee Odden likes to say:

“Content isn’t King. It’s the Kingdom.”

But the kingdom is crowded. According to Content Marketing Institute (CMI) and MarketingProf’s 2016 benchmark reports, 88% of B2B marketers and 76% of B2C marketers say they use content marketing.

With so many marketers in the content marketing game—many of them creating and publishing new content daily—competition is stiff. In addition, evolving algorithms for social media news feeds and search engine results make it even more difficult to get the right eyeballs on your content.

So, what’s the solution? How can you get that great content you’re creating in front of your target audience?

One option is adding digital advertising to your tactical mix.

If you’re skeptical, I get it. Digital advertising often requires more budget and some argue that it’s ineffective. However, I’d argue that—when done right—digital advertising can work in beautiful harmony with your content marketing efforts.

#1 – Get your content in front of more people.

While this one seems pretty obvious, it’s important to mention because it keeps things in perspective. The most successful content marketers use multiple content marketing tactics to reach their audience in a variety of ways and at different stages in the buyer’s journey.

Digital advertising can add a booster rocket to some of your tried-and-true marketing tactics. For example, let’s say you create an amazing eBook and then share a link to it on social media. Chances are, you’ll promote that eBook several times on your social media channels to get as much visibility (and hopefully engagement) as possible in your audience’s news feeds.

However, with a little bit of ad budget, you can bring your content higher up in news feeds and keep it there longer. In addition, the targeting capabilities have allowed you to expand your reach beyond your current following.

Quick Tip: Most social platforms give you dozens of options for choosing your audience. Pick too many options and you can end up shutting out good leads. Stick with the 2-3 most important parameters that will give you a relevant, but still sizable, audience.

Digital advertising can add a booster rocket to some of your tried-and-true #marketing tactics.
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#2 – Zero in on a specific audience.

One of the key drivers of content marketing success is in-depth audience knowledge, with marketers devoting a ton of time to audience research to better understand who they are, what motivates them and what pain points they need fixed.

Digital advertising allows brands to target a specific audience using keywords, affinity, topics, interests, demographics, geographic criteria, title, company—and the list goes on and on. This means you can leverage your extensive audience knowledge to directly target your core audience and serve them up helpful, relevant content.

Quick Tip: When it comes to launching a paid search campaign, use tools to check out what your competitors are doing. Look at what keywords they’re bidding on, how much they’re bidding, and where their strategy is most vulnerable. Doing this will help you identify gaps you can fill, or even keywords they’re winning that you can bid competitively on.

#3 – Uncover new insights that can drive content strategy.

When you launch a digital advertising campaign, whether it be on social platforms or search engines, you begin to collect valuable metrics and insights. And those metrics and insights can be used to refine your ad campaign, as well as help inform the content you’re serving up.

For example, paid search campaigns feature search query reports. These reports show all of the search queries that resulted in your ad being shown. This means you’re able to see exactly what people are searching for, and use that information to create content that fits with the intent and terminology your audience is actually using.

Quick Tip: Make sure you have proper ad tracking set up so you can accurately collect data. This will help you see what is and isn’t working, so you can make campaign and content adjustments.

Make sure you have proper ad tracking set up so you can accurately collect data. #digitaladvertising
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#4 – Enhance brand awareness.

Whether you’re a young company or an established brand, creating content that drives awareness of your product or service offerings is always a marketing priority.

Thanks to the customization and targeting options, digital advertising can help you get that helpful, relevant and informational content in front of those who would care most about it.

Quick Tip: Test different messaging styles and tones, and offer different calls-to-action and assets. This will help you get a clear understanding of the type of content your audience is asking for and how they want that information delivered to them.

#5 – Keep your content (and brand) top of mind.

Content marketers work hard to consistently create quality, relevant content for their audience. But today’s complex customer journey and oversaturated online world can make it difficult to keep your audience engaged with your brand.

Specifically, remarketing can be a huge help here. Simply put, remarketing allows you to keep your content, brand, product or service top of mind by allowing you to place a targeted ad in front of people who have previously visited your website.

Quick Tip: Get the most out of your remarketing efforts by spreading your targeting over multiple channels. Your audience isn’t just on one channel so showing your ads on multiple platforms will help you reach your audience wherever they are.

Get the most out of your #remarketing efforts by spreading your targeting over multiple channels.
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Can Digital Advertising Work in Harmony with My Content Marketing Efforts?

Like any content marketing tactic, digital advertising may not be effective for every brand. It’s effectiveness will depend on your product or service, industry, business objectives and, of course, budget.

Below are a few resources that can help guide your efforts:

What digital advertising tactics have been the most successful for you? What about least successful? Tell us in the comments section below.

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© Online Marketing Blog – TopRank®, 2017. |
Working Together in Perfect Harmony: Digital Advertising + Content Marketing | http://www.toprankblog.com

The post Working Together in Perfect Harmony: Digital Advertising + Content Marketing appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Five proven SEO strategies for retailers to use in 2017

Optimizing your ecommerce site for better rankings should be a top priority for any growth-focused business owner.

Being on the first page is no longer enough to generate enough traffic, CTR, and sales, for 2016 and 2017, the main goal should be to rank 1 and I will tell you why.

In 2011, a research conducted by Optify and published by Search Engine Watch showed that “websites ranked number one received an average click-through rate (CTR) of 36.4 percent; number two had a CTR of 12.5 percent; and number three had a CTR of 9.5 percent.”

This report illustrates vividly the value of holding the number 1 spot in search results.

In the article below, I will be sharing five proven SEO strategies for retailers to rank their ecommerce sites in 2017.

1) Use LSIs

Among the best practices for SEO in 2016 and 2017 is the use of Latent Semantic Indexing (LSI) keywords. LSI’s keywords are phrases or words closely related to the main keyword or phrase of your page or content.

Adding these keywords to your web pages will improve your SEO for a variety of search terms. Bear in mind, visitors will always use different or a combination of terms in search engines but optimizing your web page with LSI’s allows you to rank easily for closely related keywords.

For example, when optimizing a coupon website for keywords, LSI’s such as promotion codes, discount codes, discounts and deals can be sprinkled over the content in your coupon offers or category description.

Finally, there won’t be a need for LSI’s on a squeeze page with no content but for product description and large e-commerce stores like Amazon, LSI’s will surely get on the good side of search engines.

2) Write Long Descriptions For Products and Pages (1000+) and Sprinkle Keyword 3 – 5x

According to SERP data from SEMRush, longer content tends to rank best in Google. This is because search engines (Google) wants visitors to understand the value on your page, more content on your web pages allows search engines to crawl and provide value to web users.

I understand it is impossible to write up to or more than 1000 words for every page on your e-commerce site (don’t sweat it) simply write in-depth 100 words for products or category pages.

After writing your in-depth descriptions, include your main keyword at least 3 times in your descriptions. Doing this, give signals to search engines as to what the page is about.

For example, if your web page is about “Winter Skips” then you need to include that exact phrase at least 3 times in the fully written description.

Avoid poorly written or duplicate product descriptions (many retailers are guilty of this crime), hyperlink properly to internal pages or related items.

3) Use Neuromarketing Hacks To Maximize Page CTR

There is no point stressing out the need to include your main keyword in your page’s title tag. But do you know adding a prefix before your main keyword can actually skyrocket your CTR from search results?

Prefixes or Click Magnets such as “Cheap”, “Buy” and “30% Off” can increase your CTR and help you show up for long tail search queries. It is advisable to use prefixes for every product page as visitors punch in more precise queries such as “cheap winter skips” or “Nordstrom deals”.

Bear in mind, Google presumably uses organic CTR as a ranking signal according to Paul Haahr, well if they don’t, more click-throughs = more sales so you don’t lose in any way.

For example, almost every page with title tags on ChameleonJohn contains click magnets such as “30% off”, “Free Shipping” or “Up to 60% off” which generate more clicks (since we all like discounts).

For optimal results, include creative (and appropriate) click magnets into your title tags and descriptions tags and put longer phrases in description tags since you have more room for words to gain more clicks and sales.

4) Use Date Modifiers For Coupons

For businesses in the coupon industry, best practice will be to include date modifiers (2016, 2017) on each coupon page to show visitors that the coupons are fresh. For example, Kohl’s coupon page shows the last updated date including an expiry date for each coupon offer.

This allows search engines to crawl in-depth, provide comprehensive search results and rich snippets for visitors.

5) Implement Product Review Schema by Displaying Rich Snippets in Google

Rich snippets were first launched in 2009, they offer a way of adding more information to a search listing which could be in form of a star rating of a review or price of an item.

Webmasters can markup web pages with Schema.org making ecommerce sites eligible for displaying rich snippets in search results. Using structured data markup allows search engines to crawl and display page content comprehensively even though Google does not guarantee rich snippets for every website.

For clarification purposes, rich snippets do not affect site rankings but the use allows for comprehensive search listings for visitors, an increased CTR and indirect SEO benefits such as easily indexable web pages and detailed metadata.

Laurynas Skupas is the co-founder and CEO of ChameleonJohn

Source:: searchenginewatch.com