Subject Authorities

Subject Authorities Within Web Search

SEO is evolving and maturing in many ways. No longer just a matter of the strategic use of keywords and link-building, SEO is becoming more intelligent – from determining the user intent and meaning behind search terms, to detecting and weeding out spam activities and poor quality and unoriginal content. One of Google’s recent SEO developments is that of providing a ranking boost to subject authorities within web search. This means content that has real authority and expertise behind it is being ranked higher than content that has been produced by someone who isn’t considered to be an expert in that particular subject.

How is this being done?

Google is achieving this through algorithms rather than human intervention. Subject authority is already being used in Google News, which has its own set of ranking signals – including user-click rates, the freshness, authority and local relevancy of publications and being first to produce an original and informative news item. Google is now working on transferring similar features to web search itself, which can help you promote your content if …

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How to Create Great Content For Your Users

How to Create Great Content For Your Users

Creating content for your users is not only about grabbing their interest and keeping them coming back to your website, it also gives you the potential to earn some backlinks and to widen your circle of influence. After all, people are social beings, and if someone thinks your content is interesting and provides really useful information, they are more likely to share it with their friends. And on top of that, good quality, relevant content helps you to rank better with search engines.

But the thing is – how do you continually create content that keeps your users engaged and interacting with your business? Read on for some guidance!

Start with a content plan

Like anything else in business, creating good content requires some planning. You might decide for instance that you want to upload a fresh and interesting blog post every week to your site. To do this, you need to develop a schedule and a list of interesting topics and relevant keywords you want to include. And if this sounds a little daunting, you can always …

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How is Your Mobile Content Strategy Looking Lately?

How is Your Mobile Content Strategy Looking Lately?

According to Mashable, 17.4% of global web traffic came through mobile devices in 2013, and the rate of mobile use for internet appears to be increasing each year. This means if you haven’t yet thought through a good mobile content strategy for your business, you’d better get started, or you might be missing out on a great opportunity!

Before starting, it’s important to recognise that people generally use mobile devices differently from their desktops. Mobile is also all about speed, and accessing information that is useful and relevant but also concise and easy-to-read. A good mobile strategy involves considering how your audience uses their mobiles or tablets on a day-to-day basis and how you can best accommodate them, as well as considering what you can do to increase your conversion rate.

So what exactly are the differences?

People frequently use their smartphones and tablets while they are on the move, which means the way they use them is naturally going to differ from when they are seated at a desktop. It means that they are going …

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The Latest on Guest Blogging

The Latest on Guest Blogging

The recent announcement from Google’s Matt Cutts that guest blogging is done has set off a few alarm bells and caused a bit of consternation around the web. However, a little context makes all the difference. It’s important to understand what Matt Cutts, the head of Google’s Webspam team, is really getting at – which is basically that guest blogging simply for SEO purposes is on the way out.

Why is this happening?

Guest blogging has been promoted as a good way for website owners to build community and brand awareness, and generate more interest in their site, and for guest bloggers to become recognised as trusted writers and to increase their readership.

However, it seems that once news is out there about how a particular course of action can impact on search engine rankings, the spammers come on board and start trying out shortcuts and cheap tricks to get ahead of the pack. It happened with link networks and keywords, and now unfortunately it has been happening with guest blogging!

So what has been going on?

Blogs …

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Google Authorship

Why You Should Make the Most of Google Authorship

Why You Should Make the Most of Google Authorship

We all know that getting noticed on the web is not always so easy, and by now you probably realise that any ethical method or tool that can help promote your website should be taken full advantage of. This is why you need to take a look at Google Authorship, and how it can be used to promote your content and in turn, your business.

What is it?

Google Authorship is a means to connect the content you create with your Google+ account. Basically, you create a link between content you have created on your blog, your website, someone else’s website, and your Google+ profile page.

Why do I need it?

If set up and managed well, Google Authorship enables you to become established as a verified and identified author of your content, and a trusted authority on your chosen topics. There are a heap of advantages to Authorship:

Content linked to Google+ profiles is given priority and indexed faster than general content on the web, giving you the potential for …

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What is Influencer Marketing, and What Does it Mean for Businesses?

Influencer marketing might sound a bit like a trendy new buzzword, but the fact is it might just be the marketing technique of the 21st century. This is especially likely in light of the fact that people are becoming less trustful of brands, and a little weary of traditional advertising. This means they are tending to ignore the ‘hype’ that can be a feature of many marketing and advertising campaigns.

So just what is influencer marketing?

This marketing technique involves utilising the impact that influential people have on a target market, through their acts of ‘spreading the word’ to their followers about a brand or product. These ‘influencers’ may be online bloggers with a large following, or they might be those who have a strong influence and audience on social media, and so on. In this sense, in marketing campaigns of the future, it may become not only about what is said, but also about who said it.

Why go this route?

Simply put – it is working better than more traditional forms of marketing. Research indicates that …

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Outsourcing SEO and Content

Why Not to Outsource Your SEO and Content to Cheap Overseas Providers

As a small business owner, you will no doubt understand the importance of creating a realistic balance between professionalism, competitiveness, and cost-savings when it comes to your digital presence. This means that the decisions you make regarding your SEO and website content need to be very carefully considered, in order to get excellent service without wasting precious resources in the process.

Outsourcing content overseas

Quality content (together with trust) is ‘king’ these days – even Google says it is! You need content that is professional, well written, and helpful to users. If the content of your site is poor, it is more likely to be demoted in search engine rankings, no matter how clever your use of keywords. Quality issues such as plagiarism, poor use of English, and even unsubstantiated claims are not likely to be looked upon favourably by search engines nor by your site visitors!

This can make outsourcing your content to overseas writers who do not have English as their first language problematic. While you might save money when paying for articles and other content, …

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Content Marketing

Content marketing: add generosity for success

Does your current content marketing strategy mention generosity? It probably should. Here’s why.

Social media forever changed the online marketing landscape, and while B2B content marketers are often prolific in posting to platforms like LinkedIn and Google+, relatively few seem to gain a great deal from that environment. What stands out about those who do, is that they’re generous.

Take LinkedIn groups for example. What you’ll notice in many business related groups is that there are plenty of posts, but little or no interaction. The posters often don’t seem to do anything but post. Some do jump in to “contribute” when someone else posts, but instead of making a meaningful contribution, they shamelessly try to re-direct the conversation towards their own services. Those who do endeavour to start conversations about interesting topics are often left hanging – because nobody bothers to contribute. I’ve come to the conclusion that successful content marketing comes down to being generous.

There are at least 4 ways to do this with your content marketing and social media interactions.

Create content that …

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Content Marketing

Your Website Content Can Make Or Break Your Business

As a small business owner you no doubt already know that the more professional your physical shopfront is and the more engaging your staff and environment are, the more likely it is that a customer may make a purchase.

These principles apply to your virtual shopfront, (a.k.a. your website) too. The more professional your website looks in terms of layout, flow and content, the more likely it is that the consumer will make a purchase decision.

As 96% of the 2 million or so Australian registered businesses in 2012 were reportedly small businesses, competition is fierce. One important differentiator is therefore the quality of the user experience when visiting your virtual shopfront.

Consumers today need to be engaged. If your website content is informative, it engages current and potential customers. Engaging content ensures your website has a good chance of retaining the visitor’s attention and can help improve your brand loyalty.

According to Wikipedia, “the motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert.”

Delivering high-quality, …

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