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The SEO Path to Becoming a Great Funnel Owner | SEOmoz

The SEO Path to Becoming a Great Funnel Owner | SEOmoz | SEO 101 and up | Scoop.it

Excerpted from article:

"If SEO consultants want to own more of the funnel, their title will need to change to support a more expansive role that includes multiple channels, rather than changing what the term "SEO" itself means.

The author of article is going to focus on two key areas of SEO:

1) Beyond keywords;
2) Content that works;

 

1. Beyond keywords

What good SEOs already do:

- Model search behavior across the funnel

Good SEO’s are already skilled in the art of modeling user search behavior across a search buying cycle. They look to identify what language prospects are using relevant to their business.

 

Good SEO’s will:

1. Use PPC data...

2. Measure head vs long tail...

3. Track top of funnel keywords...

4. Create keyword funnels...

5. Create content maps...

 

I want more of that funnel

What great funnel owners do:

- Model the whole customer

Persona modeling is nothing new, and smart marketers have been using them to help with brand marketing, website design, and UI for years.

Well constructed personas help develop many different tactics, including:

- Content that resonates
- Community that engages
- Display/retargeting ads that get clicked
- Emails that get opened.

 

 

2. Content that works

What good SEOs already do:

- Audit sites to make the engines (and user’s) happier

Good SEOs are a technical bunch and know how to ensure your site is ready to take on the search engines and win. Better yet, since good on-site optimizations follow good UI principles, the people visiting your site will be just as happy.

 

Good SEO’s will:

1. Make accessibility and indexability a must for your site...

2. Check all key areas of your site in order to...

3. Conduct a competitor analysis...

 

I want more of that funnel

What great funnel owners do:

- Audit content to build a strategy to amaze prospects

There are three key tasks to complete to help you create the right content strategy for your business:

1. Determine your "sweet spot"...

2. Conduct a TOFU content audit...

3. Conduct a MOFU content audit...

 

 

A well-planned content strategy helps open up many new doors for funnel owners, including:

- Thought leadership in your market
- Free visits, links, and shares
- Reduced bounce rate
- Increased engagement metrics
- Improved CRO results
- More money!

 

Each point is analyzed with more information and examples. Read full interesting article here:

http://www.seomoz.org/blog/the-seo-path-to-becoming-a-great-funnel-owner


Via Giuseppe Mauriello
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12 Valuable Tips for Video SEO Beginners

12 Valuable Tips for Video SEO Beginners | SEO 101 and up | Scoop.it

Excerpted from article on Search Engine Watch:

"If you aren't optimizing your videos to match what people are searching, your videos are likely to get lost and not reach their intended audience. Without reaching their intended audience, they serve no purpose.

 

Use the following 12 valuable tips to get your video to reach the first page of Google and YouTube, but most importantly build visibility to a large niche audience that is interested in what you have to offer.

 

1. Content Quality Check:
Ensure your videos are relevant, informative, and rich with content. Don't waste time producing videos that have nothing to do with your brand or service.

2. Title:
Capture the potential viewer's attention with a catchy title that contains related key phrases that are relevant to your brand or service.

3. Tags:
Optimize your video with important key phrases or keywords. Don't use complicated words or terminology that may not be common to the average person.

4. Description:
Optimize your video's description with relevant keywords and include a keyword-rich description of your video to allow search engines to index it and rank it higher, and for users to better understand your video before viewing.

5. Links:
Use video as a portal to other content on your site. Upload a couple of videos to portals like YouTube and Vimeo, and consider providing links back to related content and other relevant videos on your site.

6. Transcripts:
Provide transcripts of your videos. Good old HTML content is still a favorite with search engines.

7. Length:
Keep your video at five minutes or less. The average amount of time a user spends on a YouTube video is around 1 minute 30 seconds.
If you have video content that is of long duration, consider breaking it up into smaller pieces and tagging each accordingly, to be more appealing to the viewer.

8. Video Sitemaps:
Submit a video sitemap to Google to make sure that the search engine spiders can find your video content and index it accordingly. This is the easiest way for search engines to find your video content.

9. Branding:
As video is a great way to generate brand awareness with prospects, take advantage of this opportunity to incorporate your brand and logos into your videos.

10. Embedding Options:
Help your video go viral. Allow other users access to the coding that will allow them to embed your video on their website or blog. This can help gain valuable back links and shares that will boost your rankings in search engines.

11. Syndication:
Submit your video to RSS feeds and syndicate your videos to drive exposure across various online platforms and to optimize your videos even more.

12. Share, Share, Share!
Get on your social networks, look through your email contacts, write on your blogs, and get the hype going..."

Read full article here:

http://searchenginewatch.com/article/2234885/12-Valuable-Tips-for-Video-SEO-Beginners

 


Via Giuseppe Mauriello
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Ken Morrison's curator insight, January 11, 2013 9:19 PM

Twelve important steps to squeeze as much Google Juice (SEO) as possible from the hard work you do on your videos.

ben bernard's comment, January 13, 2013 9:11 PM
my topics here http://www.scoop.it/t/direct-marketing-services
ben bernard's comment, January 13, 2013 9:11 PM
my topics here http://www.scoop.it/t/direct-marketing-services
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My Top 5 Most Used Custom Reports in Google Analytics

My Top 5 Most Used Custom Reports in Google Analytics | SEO 101 and up | Scoop.it
Looking to add some awesome custom reports to your Google Analytics arsenal? Get these highly recommended reports now: unique visitors by page, conversion by time of day, customer behavior, top converting landing pages, and long tail convertors.

Via paulo oliveira
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How Content Length Affects Rankings and Conversions

How Content Length Affects Rankings and Conversions | SEO 101 and up | Scoop.it

Around a month ago Neil Patel ran a Crazy Egg test, which showed that most people weren’t scrolling and reading the copy on NeilPatel.com.

Because of the data he decided to run an a/b test on the homepage.

 

The current homepage has 1292 words, plus the form fields are way below the fold so He felt it maybe decreasing my conversion rate.

 

He created a new version of the homepage, as seen below, that only contained 488 words and form fields higher on the page.

 

Find Out More: http://www.quicksprout.com/2012/12/20/the-science-behind-long-copy-how-more-content-increases-rankings-and-conversions/


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Chris Lee's curator insight, January 9, 2013 3:59 PM

Quality over quantity is key when it comes to content creation and SEO, and conversion rates. 

Barbara Kurts's comment, January 9, 2013 9:10 PM
my topics here http://www.scoop.it/t/health-leads-plus
Pam Ivey's curator insight, January 17, 2013 8:26 PM

Very interesting test here. I'll bet you guessed the shorter version would win out. I know I did because the opt-in form was higher up on the page. We're both wrong...

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Why Content Marketing is the New SEO

Why Content Marketing is the New SEO | SEO 101 and up | Scoop.it

SEO isn’t the same as what it used to be. You can’t just popup an ugly website, throw up mediocre content, and build a few links and expect to rank well. These days you actually have to build a good website, write high quality content that solves peoples’ problems, build thousands of links, and get thousands of social shares.

 

Building thousands of high quality links manually is really expensive and even if you have the money, it will take months if not years to build those links. And if you don’t have anything worth sharing on the social web, you won’t get social shares unless you buy them from spammy accounts.

 

Find Out More: http://www.quicksprout.com/2012/10/22/why-content-marketing-is-the-new-seo/

 


Via Antonino Militello, Deanna Dahlsad, El Copy Canalla
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Landing Pages: A Selection of 25 Best Practices [Infographic]

Landing Pages: A Selection of 25 Best Practices [Infographic] | SEO 101 and up | Scoop.it


Robin Good: To create an effective landing page you need to pay attention to a lot of critical factors. From the layout and positioning of the graphic and text elements on it, to the language and communication style to use.


Frequent mistakes include wanting to include too much stuff, providing too many links going off into different directions and not paying enough attention to small details which can make or break your credibility and reputation on the web.


Excerpted from the original article:

 

"If you are searching for conversion-focused landing page best practices, then look no further than our latest infographic.

 

We’ve highlighted twenty-five tips you can incorporate into your landing page optimization strategy immediately.

 

From creating targeted, cohesive campaigns to testing strategies that get results - this infographic covers it all."

 

Click here to view the full version: http://bit.ly/PKdPkv


Thanks to Agostino Caniato for uncovering it. 



Via Agostino Caniato, Robin Good
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The Importance of A/B Testing: 24 Reasons to AB Test EVERYTHING | WordStream

The Importance of A/B Testing: 24 Reasons to AB Test EVERYTHING | WordStream | SEO 101 and up | Scoop.it
24 marketing experts share the results of their craziest, most shocking A/B tests, including landing page A B tests, PPC ad text AB tests and more.
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How to do Keyword Research

How to do Keyword Research | SEO 101 and up | Scoop.it

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Search Engine Optimization vs User Experience Optimization

Search Engine Optimization vs User Experience Optimization | SEO 101 and up | Scoop.it

Should user experience optimization take priority over search engine optimization? 

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Google Plus SEO and Authorship (Slideshare)

How to use Google+ and Authorship to build your business and increase your share of voice on search engine results.


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Is SEO Overrated in B2B Lead Generation?

Is SEO Overrated in B2B Lead Generation? | SEO 101 and up | Scoop.it

A provocative post ..  equating brand searches to direct traffic and taking these out of the analytics reports, brings SEO conversion rates to low numbers... 


via @vgiorgi

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6 Link Building Tools to Boost Your Traffic

6 Link Building Tools to Boost Your Traffic | SEO 101 and up | Scoop.it

Excerpted from article on Mashable:

"Link building is a concept that anyone involved in online marketing will come across and, more than likely, be involved in. The principle is simple — get high quality, relevant sites to link to your own. In doing so you not only generating traffic from visitors clicking through but also give search engines an indication as to the importance of your site.

 

Here are six of the most popular link-building tools:

 

1. Ontolo:

It is a powerful, sometimes complex, tool that can work wonders for someone who knows how to use it. For link prospecting it’s pretty much unparalleled but search phrases have to be pretty specific.

In other words, this is not for the beginner link builder. If anything it’s better suited for larger companies or seo agencies.

 

2. BuzzStream:

This tool allows you to create your own database of possible link-building sites, lets you assign them to a team member, and then offers options for touching base with site owners.

 

3. OpenSiteExplorer:

Rand Fishkin’s SEOMoz is a very well-known name in the SEO industry with a reputation for delivering high-quality, easy-to-use tools.

The program’s competitor analysis option gives you an easy way to look at and understand what competitors are doing to increase their rankings. This is done by giving you a list of metrics such as inbound links to a page or site, their anchor text, and ‘Domain Authority’.

 

4. Raven:

Raven’s suite of SEO tools covers everything from on-page analysis to social media monitoring and link building. The thing that stands out here is the sheer size and scope of the available options.

One of the perks of Raven is that it integrates with a number of external services.

 

5. Citation Labs:

As a link builder, one of the most time-consuming tasks is to find top quality sites that are both relevant and likely to link to you — something that Citation Labs makes far easier than any of the other tools that I’ve come across so far.

Simply choose the type of link or site that you’re looking for, enter a few relevant phrases, and wait for the software to generate your report.

 

6. Whitespark:

Showing up at the top of specific search results can be a life-changing event for a local business, which is where Whitespark is aiming to help. Their local citation tool offers an easy solution to finding potential link partners at a local level. Simply enter your location and type of business, fine-tune the search phrase, and that’s it. Just a few seconds later you’ll have a list of potential link targets.

 

Each tool is analyzed with more information. In addition, you can read Pros, Cons, Cost and Value for the Money. Read full article here:

http://mashable.com/2012/06/07/link-building-tools/

 


Via Giuseppe Mauriello
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Should You Be Worried about Google’s Latest “Penguin” Update?

Should You Be Worried about Google’s Latest “Penguin” Update? | SEO 101 and up | Scoop.it
Has Penguin been kind to your site, or cruel? If the Penguin's bitten you in the backside, here's how to put it right.
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Building a Video SEO Strategy

Building a Video SEO Strategy | SEO 101 and up | Scoop.it

Excerpted from article:
"Creative agencies often fail at this, simply because they don’t know how SEO works. Most creatives don’t understand the full consequence of embeds or pointing to YouTube and Vimeo rather than to a company’s site. Typically they don't understand how to get rich snippets, and so typically fail to get companies the SEO benefit due to them for the content they invest in.

 

As with copywriting, content creation, and development, success in the video space looks like "integrating the creative and the technical aspects of SEO."


For video, this means taking a goal driven strategy from inception to launch:
- Define the business goals.
- Define the appropriate audience, hosting, and promotional strategy for the goal.
- Create content that matches the business goals and the audience demographic.

 

Possible Goals for Video SEO:
1. Rich Snippets...
2. Conversions...
3. Brand Awareness...
4. Links and Social Shares...

 

Summary of Goals and Content Type:
Can I target more than one goal with the same bit of content?
Yes. But, you probably shouldn't. That’s not to say you can’t use the same piece of content for two different goals, but when you do, you typically dilute the return you’re going to get, either because your content will not be particularly well suited for the goal, or because the technical implementation will cause compromise.
In most instances, it’s much more effective to directly and exclusively target one of the goals, rather than attempt to do everything with one piece of content.

 

So what does a fully comprehensive Video SEO strategy look like?
With some variance dependent on vertical and business model, companies looking to achieve all of the above should look into creating four different kinds of content: one to target each marketing specific goal and audience demographic :
- Video created to improve conversions (with video sitemap submitted to get rich snippets);
- Video created to increase brand awareness through inbound channels;
- Video created to increase brand awareness through paid advertising;
- Video created to drive links and social shares back to the company’s site;.."

 

Each element is analyzed with more and detailed information. Read full article here:
http://www.seomoz.org/blog/building-a-video-seo-strategy

 


Via Giuseppe Mauriello
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designbynewton's curator insight, January 21, 2013 12:01 AM

Great strategy to follow, let Newton lead you in the right direction!

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Best SEO Tools

Best SEO Tools | SEO 101 and up | Scoop.it
Looking for the Best SEO Tools? This is a list of some of the best SEO tools available, if you are trying to find a good resource, look no further.
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How User Personas Can Improve Your CRO Strategy

How User Personas Can Improve Your CRO Strategy | SEO 101 and up | Scoop.it
CRO is a technique that should be in every digital marketer’s arsenal.
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Which Top SEO Tactics Will You Focus On In 2013?

Which Top SEO Tactics Will You Focus On In 2013? | SEO 101 and up | Scoop.it
SEO tactics have morphed again over the past year, including the many Google updates we’ve seen.
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How To Get Your Site on Google And The Sandbox Effect

How To Get Your Site on Google And The Sandbox Effect | SEO 101 and up | Scoop.it
In the not-too-distant past webmasters often had difficulty getting their sites listed in the Google index. They sometimes waited for weeks or months while Google let their sites languish in the sa...
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Google Site Ranking and +1: Matt Cutts Says The Google +1 Button Has No “Direct Effect” On Rankings

Google Site Ranking and +1: Matt Cutts Says The Google +1 Button Has No “Direct Effect” On Rankings | SEO 101 and up | Scoop.it

Google’s +1s do not have a direct effect on a site’s ranking in search results. Google’s Matt Cutts said as much in a “Power Searching With Google” hangout on Google+ (via Alex Graves)

 

Here’s more of what Cutts had to say in the hangout: “In the short term, we’re still going to have to study and see how good the signal is, so right now, there’s not really a direct effect where if you have a lot of +1s, you’ll rank higher.

 

But there are things like, we have an authorship proposal, where you can use nice standards to markup your webpage, and you’ll actually see a picture of the author right there, and it turns out that if you see a picture of the author, sometimes you’ll have higher click through, and people will say, ‘oh, that looks like a trusted resource.’

 

So there are ways that you can participate and sort of get ready for the longer term trend of getting to know not just that something was said, but who said it and how reputable they were.”

 

Read More: http://www.webpronews.com/the-google-1-button-has-no-direct-effect-on-rankings-2012-10


Via Antonino Militello, Robin Good
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SEO Tips 2012: 18 SEO Experts On How To Do SEO In 2012

SEO Tips 2012: 18 SEO Experts On How To Do SEO In 2012 | SEO 101 and up | Scoop.it
Google is moving fast and algorithms improve rapidly. It’s not easy keeping up with the latest in SEO, so I asked the top SEOs of our industry what we should do more of in 2012, and what we should stop doing. Enjoy these 2012 SEO tips!
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7 Ways to Use Yelp to Improve Your Local Business

7 Ways to Use Yelp to Improve Your Local Business | SEO 101 and up | Scoop.it
Yelp: What local businesses need to know to improve their presence on this leading customer review site to attract new customers.
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Geo-rankings: an SEO KPI game changer

Geo-rankings: an SEO KPI game changer | SEO 101 and up | Scoop.it

Local business?  check this out :  67% of the time, if you rank in the top 30 for a keyword in one location you will not rank for that keyword across all other locations.

Also, when location is not set, the average keyword ranking deviates by four whole positions.

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Why Content Marketers Need to be Involved in Website Redesigns

Why Content Marketers Need to be Involved in Website Redesigns | SEO 101 and up | Scoop.it
Whether it's a funky new website or an overhaul of an existing site, the content strategy is vital. Involve content marketers from day one.


No Content, No SEO...

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The Five Forces of Keyword Competition

The Five Forces of Keyword Competition | SEO 101 and up | Scoop.it
This framework aims to help marketers and SEO professionals easily forecast and understand the competitive intensity and rivalry for a keyword and to also help determine the resources required to improve a web presence and SEO rankings.

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How To Get Tons of Links By Re-Igniting Great Content From Other Authors

How To Get Tons of Links By Re-Igniting Great Content From Other Authors | SEO 101 and up | Scoop.it

Robin Good: A great presentation by Ross Hudgens on the value of looking at other great content and ideas and turn those to your advantage, without in any way stealing or taking unfair advantage of other's people work.


Recommended. 9/10

Full presentation: http://slideonline.com/presentation/94-link-building-by-imitation  


Via Robin Good, Monique Walhof
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Namita Patel's comment, May 26, 2012 10:41 AM
This is an awesome presentation! Thanks for the find.
http://www.thesearchmarketer.com