Tag Archives: social media

Landing Page SEO Keyword Targeting Strategies: Entity Search

In a Whiteboard Friday from Moz, Rand Fishkin discusses the evolving strategies of SEO keyword targeting. He raises an interesting question; who are you targeting the page to?

In the early days of SEO, the audience was the search engine. High rankings for valuable keywords meant loading as many of those keywords on the page. Try that today and your site will receive a penalty and face a tough battle to overcome the effects of the dated black hat SEO tactic.

Current search engines, Google in particular, are extremely keen on ensuring websites are not trying to ‘game’ the system. As cliche as it sounds: ‘content is king’. Original content is an asset that offers an extremely postie return on investment.

landing page seo jamesfgibbons.com

Rand brings up a website selling shoes, in particular bowling shoes. Two ways to approach obtaining organic search traffic would be to create a large number of landing pages for every single type of shoe or create a single page with rich content explaining all of the different types of bowling shoes.

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Twitter Cards, Inline Images & the SEO Impact

With over 232 million active users, Twitter is one of the top social media platforms and a component of many digital content marketing efforts. It is an advertising platform as well as a tool for organic search.

How do marketers gain the most utility from their Twitter efforts?

Besides tweeting great content in a timely manner and connecting with influencers (which requires skill), it’s easy. Make sure to use the html markup for twitter cards and post images within Twitter vs. a link or an auto-generated tweet from another social media platform.

What are Twitter Cards?

Twitter cards are html meta tags added to a particular website so that a rich snippet is attached every time an end user presses the tweet button on web content with share buttons. This adds additional content to the tweet besides the 140 character limit.

See all that additional stuff? It makes you look at the tweet just a little bit longer. Long enough for someone to read a tweet, visit the linked website, and convert. According to Twitter, these cards will send engaged traffic to a website or even an app. Most marketers generally want their followers and other Twitter users that stumble across their tweets (via optimized hashtags) to get off Twitter and head to their site. You want more people in re-marketing pool for display advertising at least!

There are several varieties of Twitter cards for different content marketing initiatives:

Twitter Card Example Types

After adding the metatags to the website (there are plugins for WordPress that will automate), one must validate through Twitter.

How to use Twitter Inline Images?

Pictures are another way to capture attention with additional elements besides the 140 characters. Twitter is making a strategic move to limit other picture content on its platform. The only images that are able to be seen directly within Twitter are those uploaded through the site. Auto-generated tweets of pictures from Facebook, Instagram, or anywhere else are only visible as links.

Belle Cooper wrote a blog on some data behind use of inline images. The results are clear; inline images within tweets increase engagement. In these case more re-tweets which means more targeted impressions for content.

Inline Images within twitter data

 The SEO Impact

Social media and search are merging. Twitter cards and inline images are an example of a social media platform developing new technologies as tools for digital marketers to share their content and draw end users to engaging websites.

From an SEO perspective, lack of Twitter cards and zero use of images is a fail when it comes to social efforts on the platform.

Twitter is creating new ways to engage with an audience with empirical data indicating their effectiveness. Implement them now.


3 Quick SEO Tips for Blog Posts

 If you don’t think someone will find it useful, you are probably right.

Google wants to deliver insightful and original content to end users. If you publish content that us heavily an advertisement  or regurgitates other content it is a waste of time and may actually hurt your website in terms of rankings.

Always air on the side of caution and invest more effort into written content on your blog or website.

Quality content is the future, get use to it.

Use Google Autocomplete for content topic ideas

Google has a great way of informing others what people are searching for if you know where to look.

The Google AdWords Keyword Tool has since been replaced by the Keyword Planner Tool. These and other SEO  software like Moz are great ways to do some keyword research for serious SEO professionals but for the average blogger or small business, Google Autocomplete is just fine.

Located in any Google search box, Google Autocomplete is a highly insightful tool. While it does not indicate search volume (it used to), this is what people are searching for and having matching title tags, headings, and keywords in the content will capture some of this traffic.

Google Autocomplete Example

Mention & Link to other Blogs, Websites, People, & Influencers

Link building is a core component of any SEO plan. However, the rules have changed. Quality links take time to develop. Talking about someone else’s work and referencing them in an article is a great way to build rapport with influencers who are likely to link back to you at some point in the future.

It’s important to ADD VALUE when referencing and mentioning. Besides complimenting, which adds zero value, answer some type of question or expand on the referenced material somehow.

These will not just create links from other blog posts, they will also generate more latent links from social media. You will obviously promote your content on your social media channels, but so might the person being referenced. They may also be an influencer and cause your content to go semi-viral.

There are obviously many tips for blog posts but keeping these three concepts in mind are the future of SEO and are becoming best practices.