Posts Tagged SEO

The Seattle Times Effect

Posted by on Wednesday, 1 January, 2014

Do you read the “Best of” lists in December and think they’re premature? What if Justine Sacco left for Africa to celebrate New Years? Or if Oreo dropped a “dunk in the dark” calibre campaign late in the month? Even the bloggers with Most Popular Posts lists aren’t taking the full year into account.

I briefly considered making a list post, and joining the flow, but decided my posts we’re important enough. Also, a best/worst of list was only going to duplicate what others had already done.

It would have been for naught.

December 31, 2013

At 9am my iPad chimed alerting me to a pingback on TapDancingSpiders.com. Monica Guzman of the Seattle Times wrote a follow-up piece on show-rooming and referenced my post on the Elliott Bay Book Company’s response to the practice.

And Wow!

Traffic climbed, and kept climbing throughout the day, and into the next.

The-seattle-times-effect

It’s still climbing. An hour after this screen grab, it’s on 271 views by 204 visitors. Over the two days, 278 visitors arrived via the Seattle Times. If I did blog a list of most popular posts, you’d be reading about Google suppressing keywords, and Maslow’s Hierarchy of Needs. It would have missed this. Now you know that the Elliott Bay Book Company is mature in their marketing.

How Did This Happen?

The post was published on June 7, 2013 – six months before it was discovered. It was promoted as normal via social media, and behaved as most posts do. Not very much happened. The post includes a link to the Seattle Times piece that the bookstore also linked to, but none of the search monitoring done by Monica, or the Seattle Times picked it up.

On Sunday afternoon I noticed the SEO wasn’t perfectly optimized, so I fixed it and moved on. I can’t even recall what I changed. Probably the image alt text, maybe the meta description.

Obviously it was enough.

What Did I Learn?

Sigh, this content girl is admitting that even with Google’s Hummingbird update and that content is king, technical SEO is still very important.

Content SEO or Technical SEO

Posted by on Thursday, 14 November, 2013

We all know I’m a content girl. Google has joined the content kids too, especially with the hummingbird update.

Does that mean we should ignore technical SEO?

Confession time. Last month I installed the WordPress SEO plug-in, Yoast. Yes, despite the rants about content being King and that words will win you traffic, I experimented with technical SEO.

Yoast is actually a pretty cool plug-in. It makes it easy to get SEO right with a scorecard and tips on improving your score. Add more words, use your focus word more, drop your writing complexity level, add a picture.

It did change my writing. I find myself replacing pronouns with my focus word, and writing longer posts. Not too much though. It’s people who are reading this and people who will be spending longer times on site, so it’s people (content) that still comes first.

Has it worked?

At first, I said no. Traffic on the first weekend bombed. Big time bombed. Then it jumped a little, but nothing I could attribute to the change. Then I saw this.

Technical SEO Stats

Bing was indexing more pages. Lots more pages.

Then I got the first click from Bing that I can remember. Really, I can’t recall any previous traffic from Bing and from that graph, I can see why. Barely any pages were indexed.

I have learned the benefits of technical SEO and have been reminded that marketing needs integration to work.

SEO for Beginners – Don’t Forget the Content

Posted by on Wednesday, 19 June, 2013

GooglebotRecently I’ve been seeing a lot of accurate SEO tips and advice that scares me.

If you’re a beginner to marketing and SEO, then acting on the advice of format this, add that, etc. will never get you to the top of the Google rankings. It’s not enough.

Great content is just as important. Google wants their search results to be popular, so they also look at how many times links to your site are clicked and how long people stay on your site. The only way you can control that is with great content.

Google even admits this, but it’s all the way down on page 14 of their starter guide.

Creating compelling and useful content will likely influence your website more than any of the other factors discussed here

So write great content first, tweak the tags second, and get your website noticed.

There’s no easy answer to SEO and social media

Posted by on Monday, 21 March, 2011

I’m always surprised how many experienced marketers and communicators just don’t get search engine optimization (SEO) and social media.

Last week I was asked how to get to the top of Google. My response to generate more optimized content didn’t go down very well. They were wanting a quick ‘fix’ that wouldn’t involve any work.

Also last week, I read a blog post by Julien Smith, titled ‘How to Survive the Social Crash’. Smith warns of the pending implosion of the social media industry. While I agree that social media is over-rated, Smith has exaggerated the situation and he, himself, fails to understand that social media is just another marketing and communications tool. Just like public relations and advertising.

What’s the solution for these two situations? It’s easy – go back to your marketing basics. Identify the target audience. Ask what is the objective. What will be the best tactics to achieve this? How do we measure the outcomes? Focussing on these will give you success. Unlike wanting an easy ride to the top of Google or putting all your eggs in the social media basket.