Google is notoriously tight-lipped about its ranking factors, and that doesn't look set to change in 2018.
It’s no secret that SEOers base their entire careers on educated guesses, experimentation and speculation.
Will Google ever disclose their algorithms? Who knows.
Will you ever reach page one? With hard work and perseverance, yes.
Topic clusters are an essential content strategy tool to help you simplify your content creation and concentrate your efforts around the manufacturing subjects that matter most to your customers.
In this blog post, we explore how topic clusters work, why they’re so useful for your content strategy and how you can go about creating them.
A poorly devised SEO strategy ahead of a site migration is a recipe for disaster. A site migration in itself can be an extremely onerous task; one that requires considerable planning, consultation and attention to detail. But when SEO is treated as an afterthought, your search engine visibility will be compromised.
Given the right execution strategy, it can happen smoothly, efficiently, and can preserve all that hard-earned SEO.
Marketing success today, rightly or wrongly, is often determined by your visibility in search engines, and the biggest by far is Google.
Your business could live or die depending on your search results. So getting your SEO right, and ensuring that your buyers find you when they are looking is crucial to success.
But while your competitors are also employing their SEO techniques to lead to their content, what can you do to get ahead in the SEO arms race?
One way is through Google’s rich results, previously known under various names – rich snippets, rich cards or enriched results, Google has now tied them down and called them rich results. But what are they? And how can they help a B2B business?
Great SEO copywriting is the key to thriving online.
But one of the biggest challenges for SEO copywriters is creating content that is favoured by online searchers and search engines.
The job of an SEO copywriter has demanded a variety of disciplines in previous years. Now, it's not enough to write for algorithms. You must write for people first.
This means your writing must speak to your audience's needs and desires, while, at the same time, targeting specific keywords and following SEO best practices.
The way that we search online is evolving. And for many manufacturers, there's a growing realisation that the traditional, keyword-centric, SEO methods that we’ve typically used to drive our content creation efforts may not be delivering the same results that they once did.
So what’s changed? One answer lies in the intent of our online search queries.
When we ask a search engine a question we’re looking to solve a problem. But these days we’re also being increasingly more specific about what it is we want to know.
The way we search online is becoming more nebulous and ambiguous. Voice searches, conversational language and typos are now the norm, but users still expect Google to quickly organise and list the most accurate, helpful and contextually relevant content.
As a result, search engine algorithms are adapting.
Google now favours topic-based content, which is why marketers and SEO experts have responded with a clear cut, definitive approach: pillar pages.
You may have come across the two ways of pointing to a web page when designing your website or blog, but what are the differences, and why should you care?
Well basically, the main reason you should care is because getting it wrong may well affect your search engine ranking and therefore your customer’s ability to find you – which is pretty important.
What is a URL?
Let’s start at the beginning; URL stands for Uniform Resource Locater and it’s a way of pointing to a file on a computer network, and the way to handle that file. A URL can be used as a reference for web pages (http), file transfer (ftp) email (mailto) and many others.
In your browser you will see the URL in the address bar. The address of the blog on our web site for example is:http://www.equinetmedia.com/blog
This breaks down to a protocol – a way of handling the file: http, a hostname: www.equinetmedia.com and a file name: blog.
This is a basic URL. There are additional components that can be added, but this is the basis for all web addresses.
With over a million blog posts written every day, it’s crucial your blogging strategy does nothing but propel you to the front of the crowd.
Silly mistakes can have a negative impact on your online visibility.
If you’re frustrated that your blogging efforts are having little discernible effect on conversion rates, it’s worth checking you haven’t fallen into the trap of committing some of the biggest blogging mistakes.
Google is the master of user experience.
Tirelessly working to update their algorithms, analyse user behaviour, study intent, goals, and gripes to ensure the best experience possible.
And, they do all of this while keeping their staff well-fed and well-kept with ball pits, slides, and free lunches. What gives?!
It’s no accident that Google has cemented its reputation as the internet leader, seeing us through an unforgiving digital revolution.
They don’t get complacent.
We’re highly adaptable creatures, and the way we access and consume content is constantly changing in line with advancements in technology. Equally, the volume of online information is growing, and algorithms have a responsibility to present us with what they deem the top portion of content in a sea of endless web pages.
You may be able to craft the best B2B blog posts on the planet, but if nobody finds them, then all your effort won’t count for very much. In another post I’ve covered the more technical aspects of preparing a B2B blog post for SEO, in this post I am going look at the way you write, and how that affects the way search engines see and display your posts.
