Archiv für den Monat: August 2018

Page title optimization – the Holy Grail

google search title SEO practices in 2018

Page titles are probably the most overlooked aspects of SEO. Crafting a good page title is a must-have skill for anyone aiming for high SERP conversions. Title tags are a major factor in helping search engines understand what your page is about, they also determine the first impression visitors have of your page.

It’s important to always optimize your page title as search engines mostly rely on it when ranking because it gives an insight into the content of a page. To excel at SEO & get business online, it is important to play by Google’s rules. In 2017, Google accounted for over 79% of all global desktop search traffic, followed by Bing at 7.27%, Baidu at 6.55% and Yahoo at 5.06%, clearly ranking on Google is essential.

Whether you’re looking to improve the SEO of your website, or increase the impact of a content marketing strategy, optimizing page titles is an important step. In this article, we’ll talk about best writing practices for page title optimization.

Pay attention to length

Google will display 50-60 characters of a page title in the search results before cutting it off, so you should aim for page titles that are around 55 characters or less in length, including spaces.

The length of your page title can affect how it is presented in the SERP. If it’s too long, it’ll be truncated. If it’s too short, Google might decide not to show your page in the search results at all, or simply overwrite your title.

Source: Google.com

To be safe, make sure the most important or descriptive words in the keyword are towards the beginning so they’re less likely to get cut off. A good page title should be structured like this: Primary Keyword – Secondary Keyword | Brand Name.

Note that longer titles may work better for social sharing in some cases, and some titles are just naturally long. While it’s good to be mindful of how your titles appear in search results, there are no penalties for using a long title. Use your judgment, and think like a search engine user.

Write unique titles for every page

Every page on your website is unique and it should be treated as such. It’s important to have specific, descriptive titles for each page on your site. The Page title should reflect the individuality of each page. Unique titles help search engines understand that your content is unique and valuable, and also drive higher click-through rates.

Customize the page title on each page of your website so that they accurately describe what’s on that specific page. With 57% of B2B marketers stating that SEO generates more leads than any other marketing initiative, won’t it be smart to ensure your business pages are seen and understood?

On the scale of hundreds or thousands of pages, it may seem impossible to craft a unique title for every page, but modern CMS and code-based templates should allow you to at least create data-driven, unique titles for almost every important page of your site.

Use your target keyword

Every page on your website should answer a question or provide valuable information someone is searching for. Your website will be more useful to searchers if it ranks in search for the right term – just when they’re looking for the information you provide. This is extremely important. A well-crafted title should include your target keyword. So for each page, you should have a target keyword (or a few) in mind.

Since Google’s algorithm uses the page title as one of the main ways to determine what a page is about, A good title helps both search engines and users understand what the page is about, and having your keywords in the title is a step towards that direction. That makes it clear to Google that this page is relevant for anyone searching for that specific term.

It’s sometimes helpful to have a few descriptive terms in the title, but it is overkill to have the same words or phrases appear multiple times. While there is no penalty built into Google’s algorithm for long titles, you might face challenges if you start stuffing your title full of keywords in a way that creates a bad user experience, such as: Buy shoes, Best shoes, Cheap shoes, shoes for Sale.

This kind of keyword stuffing can make your results look like spam to Google and to users.

Create titles for users and not search engines

This is also very crucial. Your titles should be interesting enough to catch and hold the attention of searchers. While page titles are very important to SEO, remember that your first goal is to attract clicks from well-targeted visitors who are likely to find your content valuable.

It’s important to think about the entire user experience when you’re creating your titles, in addition to optimization and keyword usage. The page title is a new visitor’s first interaction with your brand when they find it in a search result — it should convey the most positive, important and accurate message possible.

Avoid vague descriptors like “Home” for your home page, or “Profile” for a specific person’s profile. Also avoid unnecessarily long or verbose titles, which are likely to get truncated when they show up in the search result listings.

Outsource your SEO auditing

Consistent SEO plays a vital role in helping you achieve your goals. But you can’t just spend a week dedicated to SEO and be done with it for the next three months and expect success. You need to actively track your progress adjust as required. An SEO company will offer you guidance in a constantly evolving industry with optimal strategies changing. Their sole purpose is to help you improve your visibility online.

An SEO company will help place keywords in your page titles to help Google rank your page, add well written, keyword rich copy to underperforming landing pages. These SEO professionals also provide a range of services, including auditing your site, developing a tailored SEO strategy, and implementing the tactics that will help your business rank for keywords and gain organic traffic through search engines like Google, Bing, and Yahoo.

Outsourcing to an SEO company will give your website the best possible chance of placing highly in search engine rankings and driving a higher volume of relevant traffic to your website. Within months of having your website SEO outsourced to the right people, you should find that your website’s traffic skyrockets.

Whether your aim is to optimize your page title or drive traffic to your website in order to increase your profits or your website’s popularity, ensuring your page titles are optimized put your site on the right lane!

Source:: searchenginewatch.com

Digital Marketing News: Facebook’s User Ratings & Groups Pixel, Google’s Ad Strength Tool, & Surprising Gen Z Survey Findings

Facebook moves to rate users on trustworthiness: report
Facebook has started assigning users a reputation score. Will the new user trustworthiness rating system, which has been refined over the past year, see eventual digital marketing uses? Reuters

Machine learning reveals crazy advertising ideas that actually work
Artificial intelligence aims to not only create but monitor in real-time which ads are creating the most impact, including some rather unorthodox ideas. VentureBeat

Facebook tests ‘things in common‘ label to try to connect non-friends
Facebook has been testing new methods to help bring non-friends who share common interests together, with highlights to appear among user comments. CNET

YouTube ads are about to get a little less skippable
YouTube Partners has announced a potentially risky change that will allow costlier unskippable ads on all the video giant’s channels, expanding on earlier limited-audience tests. Mashable

Google Updates Structured Data Requirements
Google has updated its structured data requirements for advertisers creating responsive search ads, including publication and modification dates and a variety of testing tool changes and additions. MediaPost

Survey shows digital-native Gen Z prefers in-person interaction with brands
Gen Z’s complex relationship with technology and marketing is examined in a new brand interaction survey of college students. Marketing Dive

2018 August 31 Statistics Image

Podcasting continues its meteoric rise, creating more opportunities for marketers
Podcasting has seen widespread growth, with revenues that topped $314 million in 2017, an 86 percent increase from 2016, making the industry ripe for advertiser opportunities. A look at some of the challenges the medium presents. MarTech Today

People Spent 85 Billion Hours In WhatsApp In The Past 3 Months (Versus 31 Billion In Facebook)
WhatsApp users racked up some 85 billion usage hours over the last three months, more than double the time Facebook users spent. Combined with the Facebook-owned messaging and VoIP mobile app’s billion-plus users, the trajectory of WhatsApp appears to be strong. Forbes

Facebook adds pixel to Groups so marketers can track engaged audiences
Facebook has begun offering a tracking pixel features, allowing digital marketers new Group Insights user-behavior tracking options. DigiDay

ON THE LIGHTER SIDE:

2018 August 31 Marketoonist Tom Fishburne Cartoon

A lighthearted look at how to rebrand by Marketoonist Tom Fishburne — Marketoonist

Gamer Checks Facebook During Cutscene That Took 3,000 Man-Hours to Animate — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — No Celebrities Required: How to Create Great Influencer Content — Content Marketing Institute (client)
  • Anne Leuman — Don’t Overlook These Important Pieces of Expert Small Business Advice — Small Business Trends
  • Anne Leuman — What’s Trending: How to Make Your Content Sticky — LinkedIn (client)
  • Lee Odden — How to Create the Best Content Marketing World Experience — Nimble
  • Lee Odden — #CMWorld – It’s time to start packing! — Content Marketing World (client)
  • Lee Odden — 5 Tips for Better Content Marketing in 2019 — Practical Ecommerce
  • Lee Odden — Conference Blog Post Content: 20 Types You Can Steal — Heidi Cohen
  • Lee Odden — Influencers and Media Partners: How to Amplify the Reach of Content [Webinar] — SEMrush
  • Lee Odden — Main Stage Spotlight Speakers at Pubcon Pro Las Vegas — Pubcon
  • Lee Odden — Content Marketing World Authors Will Make You Smarter — Heidi Cohen
  • TopRank Marketing — 2018 Content Planning Report — DivvyHQ (client)

What are some of your top content marketing news items for this week?

Thanks for reading, and we hope you’ll join us next week for the most relevant new digital marketing industry news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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Digital Marketing News: Facebook’s User Ratings & Groups Pixel, Google’s Ad Strength Tool, & Surprising Gen Z Survey Findings | https://www.toprankblog.com

The post Digital Marketing News: Facebook’s User Ratings & Groups Pixel, Google’s Ad Strength Tool, & Surprising Gen Z Survey Findings appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

4 warning signs AdSense is ruining your contextual advertising strategy

media.net native ad unit

In the dark ages of the SEO era, when bloggers and webmasters were still familiarizing themselves with the process and its functionality, certain tactics and strategies had become industry standards.

The era I’m talking about is the one where Google AdSense was heavily built into the foundation of a blogger’s strategy. The “legacy” tactics associated with this approach can still be found in the way modern publishers think about SEO and branding strategy. However, AdSense’s limited customizability can hold back publishers. This needs be addressed and rooted out.

Before assuming AdSense is the best monetization partner for you, consider these four warning signs. If you’re guilty of practicing any of these points, it’s time you re-evaluated your monetization partner and strategy.

1. You haven’t considered other platforms

It’s no secret that AdSense as a standalone monetization stream isn’t enough to earn substantial revenue. Most solopreneurs that still operate in the “blogosphere” have understood for years that it is important to branch out and diversify revenue streams. So there’s nothing revolutionary about this concept.

Most of the focus on diversification has been on developing products to sell, with eBooks being a gold standard. This is great advice, even if it can become a bit boilerplate at times. But we’re not talking about selling products today. We’re talking about contextual advertising, which means placing relevant ads on your site that fit in with the content of your page. When it comes to contextual advertising, too many people still aren’t considering their other options.

Media.net, the second largest contextual advertising business worldwide by revenue, is a good place to start experimenting. The platform uses machine-learning algorithms to predict user intent, based on the content of your pages, and serves ads based on the associated keywords. With Media.net you get exclusive access to Yahoo! Bing’s $6 billion worth of search demand. This allows you to leverage quality advertisers even if you are in a smaller niche.

Performance is obviously different for every site, but Perrin Carrell of AuthorityHacker claims Media.net ads earns them 5x as much as AdSense ads, and Jon Dykstra of FatStacksBlog reported that some Media.net ad placements were earning more revenue than all other ad networks.

One of the biggest advantages of Media.net ads is that their ads are heavily customizable. Sizes and designs can be designed to match your site so that they are native to your content and inline with your branding, resulting in higher engagement and revenue. Native ads are a great way to offer your readers an uninterrupted experience since these ads look like a natural extension of your website. In fact, these ads are also mobile responsive, which means more revenue for you.

Media.net Native Ad Unit

Media.net Contextual Ad Unit

From there, you can also consider ad servers like the Google Ad Manager (formerly DoubleClick For Publishers) and OpenX. Ad server platforms like these give publishers great control over ads, including the ability to set preferred deals with a CPM floor, and the option to interact directly with the ad marketplace.

In short, if AdSense is the only ad platform you’ve experimented with, you are missing out on great revenue-generating opportunities.

2. You are picking topics based on AdWords keyword bids

The SEO industry grew up on the Google AdWords Keyword Tool, and its successor, the Keyword Planner. One trend, born in the age of “Made For AdSense” (MFA) blogs and microsites, was to use the Keyword Planner to discover topics to write about based on AdWords bid prices.

This approach was never a good long-term strategy. A blog based on topics chosen to optimize revenue according to this approach often leads to a poorly branded content site that doesn’t naturally adapt to the needs of its audience. The obviously commercial intent of the topics chosen puts a hard ceiling on the size of your recurring audience.

Search engines like sites that build recurring audiences. They earn higher click through rates from the search engines, which Googlers have admitted are used to judge SERP quality.

Modern content creators need to select topics based on what will most successfully help them cultivate an audience. This means identifying keywords that address specific problems you can help users solve.

You do not find these topics by typing generic industry keywords into the Keyword Planner. You find them by identifying your audience and the platforms they frequent, the kind of questions they ask one another, or even asking them directly what they are most frustrated with, and looking for satisfaction gaps in the answers to those questions. Only then should you turn to the Keyword Planner to start looking for the best keywords to represent your solutions.

The goal isn’t to target valuable keywords, but to target valuable audiences. This is a crucial difference that should guide your strategy at a more foundational level.

3. Your ad placement is based on MFA “best practices” instead of testing

“Best practices” rooted in old school MFA thinking prevent you from building your own monetization strategy from the ground up. They can also hurt your rankings in the search results.

Damaged Rankings

Old school, “gray hat” MFA tactics like trying to place ads where they will be confused for navigation rather than placing them depending on your layout and content were never good branding strategies, and simply don’t work anymore.

Google’s internal quality rater guidelines explicitly state that sites should never disguise advertisements as the main content or navigation of the site, and if they do they will receive the “lowest” quality rating. Likewise for ads that make the main content unreadable, as well as ads that are distracting because they are too shocking.

Bad Strategy

Even advice that seems innocuous and doesn’t violate search guidelines can be harmful.

Recommendations like “place your ad in the sidebar,” “place it within your content just above the fold,” or “use the 300×250 ad size” are often unhelpful and counterproductive. Advice this specific shouldn’t be given without context, because ads should be placed in a way that fits your site design.

Suggestions like these are always hypotheses that you should test, not rules written in stone. Run your own A/B tests to find out what works for you.

We recommend Google Analytics Experiments for your testing because their Bayesian statistical methods make it easier to interpret results, because they are free, and because the data is as fully incorporated into Google Analytics as possible.

4. You are not partnering with sponsors

This is one of the biggest opportunities you miss out on if you operate on an AdSense-focused monetization strategy. When you work with sponsors, you can work advertisements entirely into the main content of your blog post, or host articles that are sponsored content created by sponsors themselves. You can negotiate deals that will guarantee a certain level of revenue, which is not always possible using programmatic advertising.

You can collaborate with sponsors on innovative campaigns that will earn the sponsor far more attention than traditional ads, which naturally means they will be willing to spend more. Innovative approaches can also result in more exposure not just for your sponsor, but even for your own brand.

It also lets you monetize on channels where AdSense won’t, such as your social media platforms.

If you aren’t reaching out to potential sponsors to discuss possibilities like these, you are missing out on substantial revenue.

Conclusion

AdSense should not be thought of as central to your contextual advertising strategy, or worse, the foundation of how you approach brand building. Diversify your advertising platforms, migrate your market research outside of AdSense’s native tools, and rely on your own testing strategies. Let your brand drive your monetization strategy, not the other way around.

Manish Dudharejia is the president and founder of E2M Solutions Inc, a San Diego based digital agency that specializes in website design & development and ecommerce SEO. Follow him on Twitter.

Source:: searchenginewatch.com

New Research: 2018 Content Planning Report from DivvyHQ & TopRank Marketing

2018 Content Planning Report

Whenever failure strikes in content marketing and the post mortem is reviewed, there is almost always the same missing component: adequate planning.

The expression “a failure to plan is a plan to fail” is as true for content marketing as it is for navigating any aspect of business life. Why do so many marketers fail at content planning? Do they not have the skills or information? Maybe they don’t have the right tools or a fleshed out, documented strategy.

I’m pretty sure just about every marketer from early stage to advanced could do with some content planning optimization.

Lucky for you, we’ve partnered with our client, content planning software platform, DivvyHQ to find out where content planning stands today. We’ve also collaborated with top content marketing leaders including Michael Brenner, Carla Johnson, Robert Rose and Tamsen Webster for their strategic guidance.

Besides the fact that my team at TopRank Marketing helped conduct the research, analyze the data and compile it into a handsome-looking report, what I like most is that the information is broken down into actionable advice that ranges from top challenges to operations to the data that drives strategic content marketing success.

Here are a few highlights:

Top Content Planning Challenges

Content Planning Challenges

As Carla Johnson shared with us: “Great planning has more than one perspective. And that means you have to include people outside your normal circle. Instead of planning content for sales teams and then turning it over, have someone from sales in the meeting to share their perspective from the get-go.”

[bctt tweet=“Include people outside your normal circle. Instead of planning content for sales teams and then turning it over, have someone from sales in the meeting to share their perspective from the get-go. – @CarlaJohnson“ username=“toprank“]

Top Content Planning Successes

Content Planning Successes

[bctt tweet=“We simply have to stop measuring content and start measuring its impact on the audience. – @Robert_Rose“ username=“toprank“]

There’s a lot to be said for the maturity of outputs versus outcomes when it comes to measuring success, as Robert indicates. While 78% of the survey respondents measure content planning effectiveness though consumption and 73% do so with content engagement, 27% of marketers have taken those insights to heart and changed their content planning significantly as a result.

Top Content Marketing Tactics

For the respondents of this report, blog content takes the top spot (83%) followed closely by social media content (81%) and emails (80%). These are the bread and butter content types for most content marketers. There’s also appetite for visual content with video (74%) and infographics (63%) scoring well in their own right.

Content Planning Maturity Opportunities

Many marketing maturity models use levels of sophistication as a way to measure where the user base falls to determine the levels of maturity. In this report, 80% of survey respondents stated they use a content calendar in some way, which represents an early stage. 42% use calendars to track publish dates which is slightly ahead and 22% manage all milestones related to campaigns, production and publish dates which would represent more advanced use.

With marketers in this survey not showing signs of advancing maturity over 2017, there are many content planning maturity opportunities in the form of awareness, education, adoption and process/skills optimization. This is a challenge that TopRank Marketing consulting and DivvyHQ software eagerly accept!

Content Planning Report 2018

Take action towards advancing your own level of content planning and marketing maturity by downloading the 2o18 Content Planning Report here.

The post New Research: 2018 Content Planning Report from DivvyHQ & TopRank Marketing appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Kreative Realität – Adobe Stock Visual Trends

In der Serie der Adobe Stock #VisualTrends haben wir euch bereits einige der von Adobe analysierten visuellen Trends vorgestellt: Das flüssige Selbst, Stille und Einsamkeit und zuletzt Multilokalismus. Diese Reihe betrachtet die aktuellen Entwicklungen in der visuellen Kommunikation, die in der Fotografie, Design und Illustration gerade zu beobachten sind und stellt sie näher vor.

© 162257772 – Adobe Stock

Dieses Mal möchten wir den aktuellen Trend „Kreative Realität“ näher beleuchten. Er beschäftigt sich damit, wie man in den gerade sehr von Angst und Sorgen geprägten Zeiten kreativ entfliehen kann. In der Tat kann man beim Schauen oder Lesen von Nachrichten im Moment den Eindruck gewinnen, dass man ständig Angst haben sollte: Vor dem Klimawandel, Finanzkrisen, Terror, dem Fremden, Die Reaktionen darauf sind sehr unterschiedlich. In meiner Filterbubble organisieren sich Leute und rufen zu Zero Waste auf oder sammeln Spenden. Andere wiederum wählen Protest, Polemik oder Kampf, im Positiven wie im Negativen.

Source:: designmadeingermany.de