Showing posts with label Digital Marketing. Show all posts
Showing posts with label Digital Marketing. Show all posts

Thursday 26 May 2016

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Google's 200 Ranking Factors Part - 3 (Page Level Factors)

You already know that Google uses 200 ranking factors in their algorithm for Page Ranking & I already gives you the Factors about the “Domain Level Factors” and "Site Level Factors".
Let’s again revise the main Factors which effects Google ranking: 
  • Domain Factors
  • Page-Level Factors
  • Site-Level Factors
  • Back link Factors
  • User Interaction
  • Social Signals
  • Brand Signals
  • On-Site Web Spam Factors
  • Off Page Web Spam Factors

Now let's talk on the "PAGE LEVEL FACTORS" in this Google's 200 Ranking Factors: The Complete List Part – 3.


Google Page Level Factors

PAGE LEVEL FACTORS

1. Keyword in Title Tag:

          Title tag is a webpage’s second most important part of content (besides the content of the page) and therefore sends a strong on-page SEO signal.

2. Title Tag Starts with Keyword:

          According to Moz data, title tags that starts with a keyword tend to perform better than title tags with the keyword towards the end of the tag.

3. Keyword in Description Tag:

          Another relevancy signal which is not especially important now, but still makes a difference.

4. Keyword Appears in H1 Tag:

          H1 tags are a “second Title tag” that sends another relevancy signal to Google.

5. Keyword is Most Frequently Used Phrase in Document:

          Having a keyword appear more than any other likely acts as a relevancy signal. But there is also a concept of Keyword Density comes.

6. Content Length:

          Content with more words can cover a wider breadth and are likely preferred to shorter superficial articles. SERPIQ found that content length correlated with SERP position.

7. Keyword Density:

          Although not as important as it once was, keyword density is still something Google uses to determine the topic of a webpage. But going overboard can hurt you.

8. Latent Semantic Indexing Keywords in Content (LSI):

          LSI keywords help search engines extract meaning from words with more than one meaning (Apple the computer company vs. the fruit). The presence/absence of LSI probably also acts as a content quality signal.

9. LSI Keywords in Title and Description Tags:

          As with webpage content, LSI keywords in page meta tags probably help Google discern between synonyms. May also act as a relevancy signal.

10. Page Loading Speed via HTML:

          Both Google and Bing use page loading speed as a ranking factor. Search engine spiders can estimate your site speed fairly accurately based on a page’s code and file size.

Google's 200 Ranking Factors : Part - 1 Domain Level Factors

11. Duplicate Content:

          Identical content on the same site (even slightly modified) can negatively influence a site’s search engine visibility.


12. Rel=Canonical:

          When used properly, use of this tag may prevent Google from considering pages duplicate content.

13. Page Loading Speed via Chrome:

          Google may also use Chrome user data to get a better handle on a page’s loading time as this takes into account server speed, CDN usage and other non HTML-related site speed signals.

14. Image Optimization:

          Images on-page send search engines important relevancy signals through their file name, alt text, title, description and caption.

15. Recency of Content Updates:

          Google Caffeine update favors recently updated content, especially for time-sensitive searches. Highlighting this factor’s importance, Google shows the date of a page’s last update for certain pages.

16. Magnitude of Content Updates:

          The significance of edits and changes is also a freshness factor. Adding or removing entire sections is a more significant update than switching around the order of a few words.

17. Historical Updates Page Updates:

          How often has the page been updated over time? Daily, weekly, every 5-years? Frequency of page updates also play a role in freshness.

18. Keyword Prominence:

          Having a keyword appear in the first 100-words of a page’s content appears to be a significant relevancy signal.

19. Keyword in H2, H3 Tags:

          Having your keyword appear as a subheading in H2 or H3 format may be another weak relevancy signal. Moz’s panel agrees.

20. Keyword Word Order:

          An exact match of a searcher’s keyword in a page’s content will generally rank better than the same keyword phrase in a different order. For example: consider a search for: “cat shaving techniques”. A page optimized for the phrase “cat shaving techniques” will rank better than a page optimized for “techniques for shaving a cat”. This is a good illustration of why keyword research is really really very important.

Google's 200 Ranking Factors : Part - 2 Site Level Factors


21. Outbound Link Quality:

          Many SEOs think that linking out to authority sites helps send trust signals to Google.

22. Outbound Link Theme:

          According to Moz, search engines may use the content of the pages you link to as a relevancy signal. For example, if you have a page about cars that links to movie-related pages, this may tell Google that your page is about the movie Cars, not the automobile.

23. Grammar and Spelling:

          Proper grammar and spelling is a quality signal, although Matt Cutts gave mixed messages in 2011 on whether or not this was important.

24. Syndicated Content:

          Is the content on the page original? If it’s scraped or copied from an indexed page it won’t rank as well as the original.

25. Helpful Supplementary Content:

          According to a "public Google Rater Guidelines Document" helpful supplementary content is an indicator of a page’s quality (and therefore, Google ranking). Examples include currency converters, loan interest calculators and interactive recipes.

26. Number of Outbound Links:

          Too many do follow OBLs may “leak” PageRank, which can hurt that page’s rankings.

27. Multimedia:

          Images, videos and other multimedia elements may act as a content quality signal.

28. Number of Internal Links Pointing to Page:

          The number of internal links to a page indicates its importance relative to other pages on the site.

29. Quality of Internal Links Pointing to Page:


          Internal links from authoritative pages on domain have a stronger effect than pages with no or low PR.

30. Broken Links:

          Having too many broken links on a page may be a sign of a neglected or abandoned site. The Google Rater Guidelines Document uses broken links as one was to assess a homepage’s quality.

31. Reading Level:

          There’s no doubt that Google estimates the reading level of webpages. In fact, Google used to give you reading level stats :
But what they do with that information is up for debate. Some say that a basic reading level will help you rank better because it will appeal to the masses. But others associate a basic reading level with content mills like Ezine Articles.

32. Affiliate Links:

          Affiliate links themselves probably won’t hurt your rankings. But if you have too many, Google’s algorithm may pay closer attention to other quality signals to make sure you’re not a “thin affiliate site”.

33. HTML errors/W3C validation:

          Lots of HTML errors or sloppy coding may be a sign of a poor quality site. While controversial, many in SEO think that WC3 validation is a weak quality signal.

34. Page Host’s Domain Authority:

          All things being equal, a page on an authoritative domain will rank higher than a page on a domain with less authority.

35. Page’s Page Rank:

          Not perfectly correlated. But in general higher PR pages tend to rank better than low PR pages.

36. URL Length:


         Search Engine Journal notes that excessively long URLs may hurt search visibility.

37. URL Path:

          A page closer to the homepage may get a slight authority boost.

38. Human Editors:

          Although never confirmed, Google has filed a patent for a system that allows human editors to influence the SERPs.

39. Page Category:

          The category the page appears on is a relevancy signal. A page that’s part of a closely related category should get a relevancy boost compared to a page that’s filed under an unrelated or less related category.

40. Word Press Tags:

         Tags are Word Press-specific relevancy signal.  According to Yoast.com:
“The only way it improves your SEO is by relating one piece of content to another, and more specifically a group of posts to each other”.

41. Keyword in URL:

          Another important relevancy signal.

42. URL String:

          The categories in the URL string are read by Google and may provide a thematic signal to what a page is about:
43. References and Sources:

          Citing references and sources, like research papers do, may be a sign of quality. The Google Quality Guidelines states that reviewers should keep an eye out for sources when looking at certain pages: “This is a topic where expertise and/or authoritative sources are important…” However, Google has denied that they use external links as a ranking signal.

44. Bullets and Numbered Lists:

          Bullets and numbered lists help break up your content for readers, making them more user friendly. Google likely agrees and may prefer content with bullets and numbers.

45. Priority of Page in Sitemap:

          The priority a page is given via the sitemap.xml file may influence ranking.

46. Too Many Outbound Links:

          Straight from the aforementioned Quality rater document:
“Some pages have way, way too many links, obscuring the page and distracting from the Main Content”

47. Quantity of Other Keywords Page Ranks for:

          If the page ranks for several other keywords it may give Google an internal sign of quality.

48. Page Age:


          Although Google prefers fresh content, an older page that’s regularly updated may outperform a newer page.

49. User Friendly Layout:

          The page layout on highest quality pages makes the Main Content immediately visible.

50. Parked Domains:

          Google update in December of 2011 decreased search visibility of parked domains.

51. Useful Content:

          As pointed out by Backlinko reader Jared Carrizales, Google may distinguish between “quality” and “useful” content.
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Saturday 26 March 2016

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Strategies to become successful In Bound Marketer

Strategies to become successful In Bound Marketer
Inbound Marketing is a best marketing strategy which is used to attract potential customers towards your Brand. In inbound marketing tactics such as videos, SEO, blogs, posts etc. are used to draw audience towards your business. 
Inbound Marketing, Digital Marketing, Online Marketing

In simple manner, Inbound Marketing is a journey of person from stranger to a Visitor & then from Visitor to a customer (Stanger -> Visitor -> Customer).
At the end of the day, you want customers to come, engage and connect with your brand by their own will instead of forcefully making them use your product or service. By companies bringing customers closer to their brand by engaging them through quality content via blogs, videos, podcasts, newsletters, social media, News etc. As a result, today, inbound marketing has become a necessity.

Therefore here are a few tips that can help you create a successful inbound marketing strategy that will profit you in growing and expanding your business tremendously.

1.) Focus on your Customers :

Inbound Marketing, Digital Marketing, Online Marketing
The first step to inbound marketing is to know your customers. You have to study your customers to know what they like and what attracts them. Accordingly you will have to create content that is appealing and encourages engagement and sharing. Inbound Marketing enables your customers to find you by searching your product or service online and thus enabling them to provide them value. Without any value or benefit provided, customers will walk away without taking a second look at your product. Therefore, the primary goal of Inbound Marketing is to attract customers towards your brand and this can be achieved if you do your homework by identifying what type of customers you want to attract and studying their behavior and interests.
2.) Create An Inbound Marketing Plan:
Inbound Marketing, Digital Marketing, Online Marketing

Create a road map that outlines the way you want to go with your inbound marketing strategy and what goals and objectives you want to achieve as well as what customer you needs want to create. First things first, you will have to decide what tactics you will use to attract your target segment. Some tactics like sharing a viral video or a catchy post on social media can help you attract customers. Moreover, you will have to be clear on what goals and priorities you want to achieve which can vary from organization to organization. Some businesses will want to generate leads, sales, subscription or just create awareness.


3.) Quality Content:
Inbound Marketing, Digital Marketing, Online Marketing
Attractive and relevant content can serve as a magnet that attracts customers. The key to a successful Inbound Marketing campaign makes your content stand out. It should stand out above from the rest of the crowd. For that to be achieved your content has to educate, inspire and entertain your audience. Also, you publish fresh content that has variety and not monotonous in nature. Ensure your content encourages action from your audience which can enable you to get leads.

4.) Inculcate Social Media in Inbound Marketing Campaigns:
Inbound Marketing, Digital Marketing, Online Marketing
It goes without saying, but a big strategy of inbound marketing is forming a relationship with your customers as well as potential customers through social media platform. Social media allows you to engage with your customers, know what they want from your brand and get valuable feedback. Social Media give you multiple avenues to promote your content. Your content should be distributed strategically such as to aim at those platforms where your target segment hangout. Social media turns inbound marketing into a viral interactive experience for your audience. By having social media accounts you can share links to your company’s blog posts, eBooks, website and landing pages.

5.) Attractive Landing Page:
Inbound Marketing, Digital Marketing, Online Marketing
Your landing page is crucial as it takes your potential customers to your product and can play a crucial role in converting them from a prospect to a lead. Whether it is a page that talks about your product or a fill out a form or a subscription page, it has to be top notch. You should make sure that the content is relevant and has an eye-catching CTA that is bold and prevalent. Moreover, it should focus on your main goal that is whether it is to achieve subscription or generate leads. Also, ensure your landing page is designed which a feel good factor which can keep them has engaged. You can leverage videos, images, testimonials etc that can enhance your conversion rates.
6.) Click Through Action:
Inbound Marketing, Digital Marketing, Online Marketing

CTAs have become very important these days, as the attention span of customers is narrowing with time. Ensure your CTAs are strong and creative as an attractive CTA can lead to 95% user engagement. Also, a CTA should be in a conspicuous position where the customer can find it easily without wasting any time.

 7.) SEO:
Inbound Marketing, Digital Marketing, Online Marketing

An estimated 93% of online experiences start with a search engine, and the majority of searchers only click on the top 1-3 results. Making SEO improvements to your website can increase your rankings on a search engine results page (SERP) and ultimately, increase website traffic and leads. Thus, it is important that you work towards optimizing sites by incorporating keywords in your headlines, URLs, hyperlinks.

8.) Word of Mouth:
According to recent studies, it is said 93% of advertising through word of mouth advertisement happen off-line. A good Word mouth can be a supplement your Inbound Marketing in a good manner. It can act as a conversation starter where people talk about your brand and thus creating awareness. Though this happens on the offline front, through online you can influence through promotions, events, contests through digital and social media channels in order to increase engagement and build traffic.


9.) Integrate with Public Relations:

Public relation is important in both the traditional marketing as well as in Inbound (Online) Marketing.
Public Relations can generate awareness and enable you to reach new heights by gaining new customers. What is more amazing is that all this can be achieved for free. By inculcating PR in your inbound marketing campaigns, you can share publicity through social media channels like Facebook, Twitter etc... Also, PR can drive traffic to your website, social media pages, and blogs. Lastly, PR can be leveraged cost efficiently to announce assets like Books, publications whitepapers etc. by providing the links to their respective content.

10.) Take Advantage Of Re-marketing:

Whenever a lead has visited your website and has shown interest in your product or service, but has gone away without buying your product, instead of letting him just go away, you should re-market your offering and attract them back. This tactic is called Re-marketing. In Re-marketing, the leads who visit your website are stored in the form of cookies and through these cookies, you can follow them and display your ads to remind them to revisit your website. Re-marketing can be done in a variety ways, like displaying an ad on the product page he had visited earlier or even if he had placed a product in a shopping cart but hadn’t purchased, you can remind him to buy it.

Conclusion:

There is no hard and fast rule to use inbound marketing that can help your business grow. In Inbound Marketing, you just need to stick to the basics. By providing a user-friendly website and strategizing traffic generating tactics, you will be rest assured to generate leads which will, in turn, convert to sales. As long as you are able to nurture your leads, you will be successful in inbound marketing and, therefore, maximizing your profits and growth potential.

Image Credits : Google Images.
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