Posted by Cyrus-Shepard
Topic n. A subject or theme of a webpage, section, or site.
Several SEOs have recently written about topic modeling and advanced on-page optimization. A few of note:
- Rand Fishkin’s What SEOs Need to Know About Topic Modeling & Semantic Connectivity
- Bill Sebald’s How To Work Relationships and Concepts Into Your Copy
- My own More than Keywords: 7 Advanced Concepts of On-page SEO
The concepts themselves are dizzying: LDA, co-occurrence, and entity salience, to name only a few. The question is
“How can I easily incorporate these techniques into my content for higher rankings?”
In fact, you can create optimized pages without understanding complex algorithms. Sites like Wikipedia, IMDB, and Amazon create highly optimized, topic-focused pages almost by default. Utilizing these best practices works exactly the same when you’re creating your own content.
The purpose of this post is to provide a simple
framework for on-page topic targeting in a way that makes optimizing easy and scalable while producing richer content for your audience.
1. Keywords and relationships
No matter what topic modeling technique you choose, all rely on discovering
relationships between words and phrases. As content creators, how we organize words on a page greatly influences … Read the rest
Posted by SimonPenson
Social search has long been heralded as the “next big thing.” The opportunity to create the search engine for people is too enticing; the prize being held above all others in the race to build the next Google.
Facebook is widely recognised as the only company other than the search giant itself capable of creating such a product, and it’s one of the key reasons behind its enormous
price-to-earnings ratio. Few are investing on the strength of the current format; instead they know that the data it has at its fingertips could be world-changing in terms of information retrieval and advertising.
And that project began in earnest, publicly at least, with the launch of Graph Search in 2013.
At the time the product lacked any significant features and after a short fanfare, marketers’ focus shifted elsewhere. The engineers, however, had very clear instructions to iterate, fast, and the results of that work are now starting to float to the surface.
What is graph search?
Graph Search is Facebook’s way of mapping all the data we give the platform together in a really useful way. It is by far the best example of “Social Search” â€“ the … Read the rest
Posted by Trevor-Klein
It is my great pleasure to announce the release of Moz’s third guide for marketers, written by the inimitable
Paddy Moogan of Distilled:
We could tell you all about how high-quality, authoritative links pointing to your site benefit your standing in the SERPs, but instead we’ll just copy the words straight from the proverbial horse’s mouth:
“Backlinks, even though thereâ€™s some noise and certainly a lot of spam, for the most part are still a really, really big win in terms of quality for search results.”
â€” Matt Cutts, head of the webspam team at Google,
Link building is one area of SEO that has changed significantly over the last several years;
some tactics that were once effective are now easily identifiable and penalized by Google. At the same time, earning links remains vital to success in search marketing: Link authority features showed the strongest correlation with higher rankings in our 2013 ranking factors survey. For that reason, it has never been more important for marketers to truly earn their links, and this guide will have you building effective campaigns in no time.
What you’ll learn
1. What is Link Building, and Why Is It Important?
This is where it … Read the rest
Posted by MatthewBarby
As digital marketers,
big data should be what we use to inform a lot of the decisions we make. Using intelligence to understand what works within your industry is absolutely crucial within content campaigns, but it blows my mind to know that so many businesses aren’t focusing on it.
One reason I often hear from businesses is that they don’t have the budget to invest in complex and expensive tools that can feed in reams of data to them. That said, you don’t always need to invest in expensive tools to gather valuable intelligence â€” this is where data scraping comes in.
Just so you understand, here’s a very brief overview of what data scraping is from Wikipedia:
“Data scraping is a technique in which a computer program extracts data from human-readable output coming from another program.”
Essentially, it involves crawling through a web page and gathering nuggets of information that you can use for your analysis. For example, you could search through a site like Search Engine Land and scrape the author names of each of the posts that have been published, and then you could correlate this to social share data to … Read the rest
Posted by OliGardner
Landing pages rule. Blah.
Homepages suck. Blah.
Do some A/B testing. Blah.
Base your optimization strategy on customer feedback. Blah.
All of those statements are true. But they sound boring and being boring is lame. It’s twenty fourteen and I refuse to be lame.
If you want to be a non-lame marketer, it’s really easy. Read this post, have a laugh, and treat everything I say as gospel.
Be warned, however, that
I may descend into telling bad jokes in the absence of witty metaphor and charming anecdotal rhetoric.
The experienced adult readers amongst you might remember that “Shit. The condom broke!” moment. Yeah you do. You might also remember that it felt like a
good time to run a test. #STDsArentFunny. Perhaps. But, as we go through this epic journey together today, I’ll show you exactly when and how you should
really be testing.
But first. The best 7-part list of bullet points you’ll ever read.
The start of the best part of your day begins now with this table of contents:
- First I’ll give you the only rationale you’ll ever need to explain why landing pages are to marketers, what Immodium is to an