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Contractor SEO Tips: 6 Quick And Easy Wins

 

Contractor SEO (sometimes also called contractor search engine optimisation) can be a difficult subject to wrap your mind around if you’re a business owner who doesn’t practice the art and science of ranking websites.

A Google search for “SEO” returns almost 500 million search results!

This is more information than any one person could attempt to read in their lifetime.

Problem is, a lot of that information on contractor SEO tips is out-of-date or just not relevant to the needs of a home services business owner trying to get some quick and easy wins.

I’m going to outline the absolute best contractor SEO tips by focusing on SEO basics. This will give you actionable SEO strategies that you can use right now to improve, or even begin getting, precious website traffic by getting your site discovered and to rank higher in Google’s search results.

Here are six super simple contractor SEO tips to help you optimize your site and drive more organic traffic:

Contractor Seo keyword research and keyword tools

1. Research & Use Relevant Keywords

Keywords are the backbone of all successful SEO strategies. When your potential customers use a search engine what are they searching for? For most contractors this will be a combination of what your business provides as a product or service and where it is performed: (contractor SEO company in Orlando or kitchen remodelers in Orange County).

There are some SEO tools and strategies we will use to make sure we get relevant selection of keywords together. These tools will help you take a lot of the guesswork out of trying to figure out what your ideal customer might be searching for.

So let’s start by brainstorming potential keywords that your ideal customer would use to find you. To start, you’re going to write down everything that describes your Business: what you do, the products/services you offer, and the locations in which you offer those products/services.

Once you have written all of these descriptions about your product/service offerings, you will combine these with the locations of your offerings to form a basic SEO list of keywords.

Here’s a list of some common location based roofing keywords:

City + Roofing
City + Roofers
City + Roofing Company
City + Roofing Contractor
City + Roofing Service
City + Roof Repair
City + Roof Replacement
City + Commercial Roofers

With your foundational keyword list, we can use some keyword research tools to get suggestions on why users are searching for, what the search frequency per month is, as well as how competitive the keyword phrase will be to rank in the SERPs.

My personal SEO keyword research favorites for getting this job done are ubersuggest and kwfinder.com, and both come in free and paid versions.

For now, stick to the free version until your skill sets and need to research a lot of keywords per day demands more features and capabilities.

Take the foundational keyword list you started above and search for your keywords using either one of the keyword tools mentioned above (really boils down to personal preference, so try both to see which you like working with best).

Contractor seo marketing tips

Another way to find more contractor keywords is to search phrases like your users would search for in order to find businesses like yours, by doing searches on Google. The next time you Google something, notice that you will often see suggestions in the search bar while you type and there will also be a list of suggested searches at the bottom of the page. Add any of these relevant variations to your list and search them again.

What you are really looking to do here is end up with groups of keywords that have the same basic meaning and intent behind them. As an example, let’s consider this article on contractor SEO tips, we could group the keywords as such:

  • Best contractor SEO tips
  • How to do contractor SEO
  • Contractor SEO basics 2019
  • Beginner contractor search engine optimisation tips
  • Search Engine Optimization for Contractors
  • Search engine optimisation tips for contractors

Contractor seo best practices

The intent driving those keywords is closely related so we will group them together. Any given piece of content can then be optimized for (i.e. feature) those terms. This then ranks our content piece for the widest range of possible keyword phrases and terms.

I would typically put these keywords into a spreadsheet with approximate search volumes and a score relating to how relevant they are. Don’t overcomplicate this though, we are just trying to give a loose priority to the language we are going to use through the article that’s written for the keyword grouping.

Contractor SEO Pro Tip: Identify and prioritise the keywords that your prospective customers use when looking for the products and services you offer.

Seo contractor tips - optimize page titles and meta descriptions

2. Optimize Page Titles & Meta Descriptions

Once you have your keyword list completed, you will first optimize your page title so that it contains the most important keywords you want to rank on. Note that this is the behind the scenes HTML <title> element and not what is shown on the page. This is usually editable in your website control panel (CMS) or in your SEO plugin. For WordPress users, it’ll be at the top of post page.

The goal is to get our keywords into the page title in a natural sounding way. You have to keep in mind that page titles are what is shown boldly in search results so we are aiming to clearly indicate what the blog post is about and entice a user to click on our page listing.

What I typically like to do in the title field is include the what, where, and who if possible. You’ll want to keep the page title under 70 characters long as that’s the viewable limit searchers are able to see, because the rest is truncated. The keywords are the what, the location is the where, along with your business name at the end for branding purposes. Ideally, you want the keyword your aiming to rank for at the beginning of the title which can help the click-through rate (CTR) and it can help with potential ranking improvements.

Here’s some examples:

Internet Marketing For Contractors in Orlando Florida | Marketing Media Wizard

Best Orlando Contractor SEO Agency | Marketing Media Wizard

Page titles are important for getting contractor seo understood

If we look at service pages we can extend upon this:

Digital Marketing Agency | Free Contractor SEO Analysis – Marketing Media Wizard

Best Orlando SEO Agencies: Contractor SEO Packages | Marketing Media Wizard

In both page title examples, I have included an element that is more for marketing than actual SEO: Free Contractor SEO Analysis & Contractor SEO Packages. These are elements we put there to increase the likelihood that someone will click on the listing.

Remember that a search engine listing is still an advertisement, so we must get our marketing message dialed in along with our contractor SEO strategies. And, as it so happens, engagement with your blog post listing can have a positive impact on your overall organic search rankings, meaning that using Google Adwords for paid ads is also beneficial for your contractor SEO page rankings.

This is because when you run traffic to your blog posts, via paid ads, you are giving both the website and that Blog post data and metrics Google is then able to use to further index and categorize the relevancy for future search results.

A word of caution here is not to over-optimise your page titles and just cram them full of keywords.

Contractor SEO  | SEO Tips for Contractors | Contractor SEO Agency | Search Engine OptimIzation | Contractor SEO Company

Your page title must include your keywords but never at the expense of making it sound and read funny to searchers.

Google is adamant about a site’s wording and keyword use being natural and providing the best user experience as possible.

So never risk trying to match a page title up with a search keyword phrase that’s not natural sounding just for the sake of trying to rank for it.

Once you’re happy with your page title, the next component to focus on is your meta description.

Like the pages title, this too should be editable in your website’s CMS.

WordPress users will find this near the bottom of the blog post’s page. Click on the “edit snippet” button and it’ll drop down a textarea for you to enter the meta description.

Page titles will have the biggest SEO impact, whereas the meta description provides the introduction of the content on your blog post.

The Blog title needs to quickly grab people’s attention while the meta description helps set the hook and excites/convinces them to click in order to read further.

The page title and meta description used for this article is as follows:

Contractor SEO Tips: 6 Quick And Easy Wins

Six Quick & Easy SEO tips for contractors. Easily optimise your website, improve rankings and drive more traffic from Google.

With the page title, I am detailing what the blog post is, while the meta description backups up the value the page title promised to deliver, which hopefully entices more people to click to read this.

Now, meta descriptions do not actually influence rankings, at least not directly. What do I mean? Google’s algorithms doesn’t use the meta description keywords as a relevancy or ranking value indicator. Google doesn’t examine the meta description and then add a value to help or hurt your search results. However, getting listed is only half the SEO for contractors battle, the other is getting clicks from interested people searching for answers they believe you can deliver on. And where a result is clicked more than another this can help improve your ranking through engagement metrics that Google does look at. Most troubling about this, is that a search result that is not clicked on or that’s clicked on less than its peers will lose its position by being dropped from the search results. The thing to focus on here is that though the SEO stuff we do on our website is important, it should never be at the expense of creating original high quality content.

Contractor SEO Pro Tip: Write descriptive page titles and meta descriptions and thread in your marketing messages mixed with keywords to improve your organic traffic and search results rankings.

Contractor Seo optimize page content with keywords

3. Optimize Your Page Content
to Fit Keywords

Now that your page titles and meta descriptions are optimized, we now need to optimize the page content to fit with the keyword groupings. Let’s now add in these keywords into our blog post copy, in a natural way.

Natural means not keyword stuffing or repeating the exact same keyword phrase over and over again while not paying attention to it’s singular or plural connotations.

The best thing to do here is to use synonyms of the keyword phrase so it’s not stuff and is human readable.

There are various components to a page with the main elements being:

Header Tags –> H1, H2, H3, H4, H5, H6
Body Content –> page content
Images –> images help visualize the talking points

First, focus on the heading and subheadings on the page (H1 & H2). These should be optimized to include your keywords, given it’s done in a natural way.

Next, create the page content that will describe and promote your business and try to use all of your keywords, within a grouping, where it’s natural sounding. Don’t concern yourself with keyword volumes or specific uses of them, just write your article as you naturally would and try to use the keyword terms as best as you can throughout the article to specifically describe your business or its product or service offering.

Images must be optimized by naming the image file, the image alt text, and the image description with the relevant keywords matching the rest of the page. If the image is placed close to relevant keyword text that too can also help boost it up.

When this is done properly, your page will be visible for a wide range of relevant keyword terms and you will be communicating with a larger customer base which should boost engagement which leads to generating more quality leads and sales from your website.

Contractor SEO Pro Tip: Optimizing headers, content, and images significantly boosts your pages visibility for a broader range of keyword search terms, thus giving you more opportunities.

Best contractor seo tips update google my business listing and location information

4. Optimize Google My Business Listing For Your Contracting Business

Your website is the central hub for all your SEO efforts, however, this is not the only place where your business is listed online. Social media and business directories like Yelp.com will also have information listings for your business.

Search engines use this information along with information from your business to help build trust and an understanding of what you do and where you do it.

You will want to update all possible business listings, commonly referred to as citations, with your correct/current address and a summary of available business services. Add the most important keywords into these business listings along with a mention of any key service areas.

You can also take a similar approach with your social media profiles. Although you might not be able to add a business address or full business description, you can still generalize the business purpose and where it’s done.

Contractor SEO Pro Tip: Update Google My Business (GMB) and other business listings and your businesses social media profiles with keyword descriptive content and the service locations.

Seo for contractors building backlinks

5. Building Links Back to Your Site

Link building is one of the most important contractor SEO elements to having your website ranked. Link building is also important for driving the right type of search results rankings based on competitive keywords.

However, link building has a bad reputation, because links can both help and hurt your search engine rankings. Because of their power to either help or hurt, you need to stay away from Fiverr and other sources offering cheap links.

Look, if it sounds too good to be true, it is. There’s no shortcut to success, especially with something like links that can go either way.

To gain visibility will require having the right kind of links pointing to your site. These links help Google determine your relative importance and search results ranking by using these metrics.

Think about it this way, a relevant link from another website is like a vote. In this use case, votes indicate that you’re important to the search query which drives greater visibility in Google‘s SERPs.

There’s a catch, they must be the right kind of votes. They have to come from other authority sites that are in the same niche as yours. It’s like having a country club member vouch for you to become a member as well.

It goes without saying that link building is the hardest part of SEO for contractors and is where businews owners often get stuck in the learning curve. Fortunately, there’s a few simple and effective strategies you can use to obtain some quality backlinks that will improve your search results visibility.

1. Directory Sites That Are Credible

Highly credible directory sites like Crunchbase.com, Yelp.com, Foursquare, Yell.com, Thompson, and big business directories that are Industry specific. Use Google to search for your keywords and locations, as well as any listings that rank on the first page of Google are worth looking into.

2. Competitor Link Analysis

Reviewing your competitor’s links will often identify link patterns and opportunities. Checkout your top 10 competitors with a tool like MajesticSEO, ahrefs, or OpenSiteExplorer.

Using one of these tools will help you identify numerous link opportunities. You are not looking to copy every single link here but rather to identify the the best opportunities from the competition.

Quality over quantity is what matters most here.

Seo for contractors

3. User Testimonials

Offer to write testimonials for companies you work with. Your website designer. Your social media or SEO company. These are all sites that do work for you, are likely local, and can generate a relevant link.

Likewise, if you have previous relationships with customers or suppliers, look into these sites to see if there’s a way a link could be added to these websites.

Contractor SEO Pro Tip: Build relevant and quality links to your website and content.

Contractor seo use google search console

6. Google Search Console

Finally, register your site with Google Search Console. This tool analyses your website and provides diagnostic feedback you can use to improve how your site appears in search results. This is information coming directly from Google and will help you keep a vigilant eye on any issues or areas for actionable improvement. Also, it’s required to run effective remarketing campaigns with Google AdWords.

Conclusion

Here we have 6 contractor SEO tips that even business owners can implement to improve your SEO rankings:

  • Research & use relevant keywords
  • Optimize page titles & meta descriptions
  • Optimize page content
  • Optimize your contracting business around the web
  • Build relevant links
  • Register your site on Google Search Console

Now that you have plenty of actionable items to complete on your site so that it can become visible to those searching on Google for your services, I’ll end it here for today.

Implement these contractor SEO tips and you will see an improvement in your website rankings and traffic flow. And often with SEO, getting 20% dialed in will yield 80% of the results.

don't beg for backlinks
Getting Backlinks Without All the Begging

Are you cranking out lots of high quality content articles but just not seeing the organic traffic resulting from it? The problem isn’t your ability to write compelling content but may be in the lack of other sites linking to your site, also known as backlinks. While search engine optimization (SEO) has slowly evolved, backlinks continues to claim top spot as one of the most crucial SEO ranking factors for your site to gain organic traffic.

Now while it may be the easier route, you need to stay away from getting involved in unreputable link building schemes. These types of schemes are known as black hat search engine optimization (SEO), and as a longterm solution has been shown to be ineffective in gaining traffic naturally from Google, Bing, Yahoo, etc.

The secret to obtaining backlinks in a consistent way, without having to beg for the backlinks, is to simply create unique content that others would want to link to.

So, the next time when you are considering various link building strategies, keep the ones presented below in mind as an effective strategy to grow your organic traffic.

1. New Research

New research and surveys is not always cost-effective, however sources like Hubspot already conduct research studies because they produce backlinks.

If you don’t have the time to conduct your own research studies, you can contact other businesses that research and whom also publish it in PDF formats. Just contact them and ask for their PDF and then you can write a quick blog article summarizing the findings in exchange for a link to their landing page where users are then able to download their report. You will receive plenty of backlinks, search and social traffic, even though the research data wasn’t originally yours. You’re simply citing their study of the data as your own summary. This is exactly what all science publications do day in, day out. They generate reports and summaries of recent research, and cite it in their publication.

When people are surfing the web they’ll see that it’s research paper, and they might want to check out your fancy new research article.

Furthermore, when you publish the data, contact any companies you’ve established yourself with that may be interested in sharing your content piece. Never hurts reaching out because even if you’re told no 99 times out of 100, that 1 yes makes up for it all.

2. Publish Longer Content

A lot of publishers are reducing their word counts and producing short content which contain few words. Here’s a great spot you can stand out against the crowd and earn backlinks simply by creating more content and give it out so everyone can consume for free.

You’ll have to find a useful topic that your audience is interested in, research the competitive landscape, then just create something a lot better. This could entail having to write 15,000 or more words.

3. Influencer Interviews

As we’ve all heard and known, influencer marketing is still the cool new kid at school. Most big companies want to creatively calculate how to get that next big celebrity to endorse their product. Or, to become business partners with a big celebrity or athlete.

Another strategy you might consider if you are in need of getting backlinks. This strategy involves conducting an influencer interview in order to obtain a useful nugget of their insight that would interest your target audience. If you don’t have any connections, you will just have to be a superstar at emailing and be a highly skilled and friendly people-person.

If you’re granted an interview, it’s essential that you come prepared with questions, and have the utmost respect for the influencers time. Most of them don’t have the time to chat for more than 10 or 15 minutes, so make sure you get in good questions to get valuable information from them.

You should then publish your influencer interview in a video format with a transcript attached. The transcript is important to getting the search engines to pick up what the video is on, since they cannot watch the video and determine how to index and display it.

4. Design an Infographic

Just about every marketing company has designed an infographic or two in order to get backlinks. The most tedius part of the infographic creation process is brainstorming a topic that is a relevant match for the infographic, and then drafting the corresponding content and graphs that go in the infographic. I’d suggest hiring a freelancer graphic designer on Upwork in order to alleviate the majority of the workload in creating this type of content piece. All you need to be focused on is coming up with an interesting topic, produce the content, and then let the freelance graphics designer do what they do best.

I’d highly recommend you adding an embed code to the infographic to make it easy for people to add it on their blog posts. Other websites may just download your infographic and place it directly onto their website. I’d suggest having your graphic designer add your logo to your infographic so that in the case you don’t receive the backlink, you will still get brand exposure.

When seeking to rank for a specific keyword phrase, you could add the keywords to the embedded code.

 

5. Design a Quiz

Just like designing an infographic, quizzes have been popular for years and still get a lot of shares. If you create one on your website, add an embed code, just like we did with our infographics and get tons of backlinks.

The quizzes you create should be fun, at a minimum, for people to complete. Your quizzes don’t necessarily have to be a strict knowledge test, they could be funny. Make sure to create something that would encourage people to self reflect, which makes this something that’s share-worthy with others.

6. Reach out to Sites that Point to Broken Links

Contacting the web master about broken link is a strategy called the Moving Man Method, which is technique for building quality backlinks with other relevant sites in your given niche.The key takeaway is to only connect with other high quality websites. Point to remember is that shady websites that backlink to your website is an issue. As crazy as it sounds, you are held responsible for other websites that backlinks to you. By removing, or disavowing these less than desirable websites that are backlinking to your site will greatly improve your backlinks profile and SERPs rankings

7. User Testimonials

If you provide a testimonial about a company’s product or service, it’s a win-win scenario for both you and the company. When you do this, the brand gets a free and authentic testimonial and you get your name on their website, hopefully with a link pointing to your website.

Make sure that when you reach out to these companies, you need to do so from a user of their product or service. You shouldn’t contact companies if you don’t use their product or service just to offer a testimonial.

8. Guest Blog Posting

Guest blogging seems to be most digital marketers preferred methods for gaining both backlinks and exposure. If you don’t have experience writing for blog, I’d suggest hiring a ghostwriter. The price to outsource this will typically cost between $300-$500 for original content that has a minimum of 2 thousand words.

In the the guest post, you should link back to your own website content. But don’t go crazy and add a dozen backlinks back to your website. Be respectful and keep it reasonable with say 1-3 total backlinks per post and make sure the website owner consents. If they don’t, just take your content piece elsewhere. It’s a fair tradeoff considering you’re giving them high quality original and free content in exchange for some backlinks and exposure.

Be sure to also use your byline carefully. Keep it sharp and always to the point. Concisely tell the sites readers who you are, what you do, and exactly what you bring to the table. Link this to your website, hopefully multiple pages of your site and not just the homepage.

9. Discover Unlinked Mentions

In case you’re established, you might have thousands of websites that already mention your name or company but did not link to you, yet. Link reclamation is a method where you find these high-quality websites that are mentioning you but aren’t linking back to your site or any site, and simply getting them to provide the backlinks.

10. PR for Page Rank

It’s a good idea to have either establish of have established contacts with journalists and various news outlets for both public relations and backlinks. If you don’t have established relations it’s not a good time to randomly email or call a journalist and ask them to promote your company out of the blue. That’ll never work and will only backfire making you look stupid. You could use Help a Reporter Out, however, don’t get lazy and rely solely on it. You have to make an active effort to establish connections with journalists and help them out by providing information or resources when they need it. It’s a well known fact that all solid relationships center on reciprocity.

Therefore as you establish repoire, one day you will start getting mentions in news publications. Your patience will pay off and do wonders for your brand exposure and your “link juice” or “link equity”.

11. Reach Out to Other Companies

While writing your your article for your website, you should be linking out to other companies that are on the same subject. When you do, you should consider contacting the webmaster that runs those sites or write and tell that them that you wrote about them on your blog post. They may share this on their social media channels or could possibly mention you in an upcoming article.

When you reach out, it’s important to not ask outright for a backlink. That will make you look desperate, and no one wants to be around someone that’s desperate. Simply reach out, be courteous and tell them that you enjoyed their article so much that you wanted to share it on your website. Then just share the link to your blog post, and that’s all you have to do.

Final note, don’t write a blog post that has dozens upon dozens of spammy links. If you do and then reach out to every one you linked to, it’ll make you look stupid because you’re freely giving out links in order to ask for a link back to your website. Again, looks desperate. Just keep the number of links on your blog posts to a reasonable level, and inform bloggers when you write about them.

12. Quality is Key

This might be one of the best ways to gain exposure for your brand. Plus, you’ll have the potential to get backlinks if the comments aren’t nofollow’s.

The consideration when writing a comment is to make it personalized, thoughtful, relevant, and which adds value. Simply commenting, “awesome blog, keep it up!” isn’t something of value and which would add value to it. When anyone views your comment, it should be obvious that you read the article and have something valuable to add. Comments are like writing your own blog post, keep it high quality and relevant to the topic at hand.

The WordPress commenting plugin Commentluv uses dofollow comment URLs by default. I’d recommend looking for blogs with this plugin installed and reading them as they come out, and adding comments after they are published.

13. Submit Your Company as a Resource

It’s important to only do this if you really think that what you want to link to would improve the article. I get a lot of requests from bloggers asking for links. I ignore all of them because none of them make sense for my blog. I can see that they don’t want to make any of my articles better, they just a backlink.

14. Create a List of Your Own

List based blog posts tend to get a lot of traffic which makes it worth looking at using. However, I think that a lot of digital marketers view them as a shortcut and don’t necessarily value them as they might should. Some digital marketers think that all you have to do is simply add a sentence to each one and the job is done.

Other digital marketers might take it too far and make the list far too long which pretty much guarantees that nobody will be able to consume it all. There isn’t anything necessarily wrong with this approach if you are able to make each item relevant. Try and stay away from adding non-relevant things to your list that don’t make sense.

If you simply adhere to quality over quantity, you usually won;t go wrong. It’s best to keep your list short and concise and focus more on quality list based postings.

Backlinks StrategyConclusion

Earning backlinks doesn’t and shouldn’t ever have to involve begging other webmasters in order to get them. It does involve hard work which I know scares a lot of people out there these days. Getting backlinks takes creativity, hustle, and people skills in order to pull it off successfully.

Your top competition, those whom are consistently at the top of the search results pages, are not spamming companies making requests for backlinks. They’re focused on producing high quality, original content that people want to consume.

evergreen conent marketing in digital marketing strategy guide
What is Evergreen Content?

evergreen conent marketing

To put it simply, evergreen content is satisfied which lasts eternally. Evergreen content remains applicable regardless of the time of year, since it is always applicable. This sort of content develops traffic over time since the material is always required and may be absorbed at any moment.

A good deal of books produce content which addresses particular events of the instant. This sort of material is regarded as timely and precise. These articles concentrate on what is happening in a really particular moment.

Many times, at the time the guide is printed, it is already old information because of the rapid response of social networking stations. Because of this, content having this kind of articles have a good deal of traffic only through the time that its subject is applicable. Sad to say, the amount of time where an guide is applicable can be exceedingly modest, from just a couple of hours to perhaps a few months.

But once that subject is no more pertinent to current events and drops from this information, so does its own visitors. It becomes a problem for entrepreneurs since that means that they must find something different to catch the audience’s interest. New posts are composed expectedly as a way to catch the customer’s attention, just to lose it fast in a couple of hours or even days.

These kinds of posts are about subjects that people always require access to. Evergreen content remains engaging and popular eternally.

Types of Evergreen Content

types of evergreen content for content marketing and search engine optimization seo the evergreen content article

Evergreen content comes from a huge assortment of kinds, from fast hints, to simple lists, to how-to educational guides. The important thing here is not always in the arrangement of this content, but instead in the topic of this content. A content author can list the campaign claims for the candidates of this 2016 presidential election, but it doesn’t make it Evergreen content. There is not a constant need to comprehend that the 2016 election. Evergreen content posts cater to the regular need. Including how-to guides about creating becoming accepted to a school or videos on how best to substitute the kitchen sink.

Another illustration of Evergreen content might be a post about the best leg exercises. This is a subject which individuals will need yearlong. Everybody would like to learn about how to remain healthy.

On the flip side, a post about the hottest Paris Hilton fiasco isn’t an Evergreen topic since it won’t necessarily be applicable. In a couple of months, even if not earlier, it is going to be old news which nobody will care for any longer.

Evergreen content isn’t about the most recent exercise tendencies or the most recent celebrity scandal. Both these notions are ones who could drop from recognition.

Trends and actors are constantly evolving and moving ahead. One thing to notice is that vacations aren’t contained in evergreen content. Even though a general vacation post will get traffic in precisely the exact same time annually, they’re not regarded evergreen content since the traffic isn’t constant through the year.

Additionally, stats on particular dates and times aren’t considered Evergreen content.

Put simply, evergreen content will probably get continuous focus year-around. It’s not trendy or specific to a certain point in time.

A Rule of Thumb on Evergreen Content

A Rule of Thumb on Evergreen Content

A guideline you need to consider when organizing Evergreen content would be to consider topics which never age out. This may include topics about divorce or exercise. There are always people looking for advice on divorce or want to deal with divorce.

Take for example how some people want to understand changing methods of staying fit and healthy. When there are evolving workout trends, posts about keeping yourself generally healthy would make good Evergreen content.

Content focused on parenting and food might also be considered evergreen content. Eating is part of regular, every day normal parenting life and parents are always looking for help and advice  in educating their own children.

In fact, there are countless content  themes which may be regarded as evergreen subjects.

The average attention span of website viewers is typically very short.

Evergreen content can even be on a narrow angle spanning all the way up to include an overall subject matter. But with the massive quantity of evergreen content currently present online, Evergreen authors need to work extra hard and get creative to discover new angles which can stay applicable throughout the entire year. Not exactly an easy undertaking.

Other topics which never become outdated are based on the experience of the consumer. People search for items on Google since they will need to learn some thing. That usually means they are typically a newcomer on this particular topic matter. Beginners normally want simple to digest and easy advice that satisfies their question and there is not one specific time of year at which all the novices jump onto Google, at precisely the same moment, to search for their questions.

Beginners are more inclined to enjoy and become the perfect target audience of evergreen content. The easier style of writing raises its shareable quality thereby  gaining it lots of exposure. This is why how-to’s are ideal for Evergreen content, since learning is consistent around.

Evergreen Content and Search Engine Optimization

evergreen content and search engine optimization seo

Evergreen content has to be search engine optimized (SEO). This usually means that the search engine believes the report to be simple to read and satisfies the needs of the searcher.

There also has to be a good amount of targeted key words throughout an evergreen article . But when it comes to key words, you should refrain from key word stuffing because it would negatively influence the readability of this report, plus it just reads weird.

Search engines, like Google, favor Evergreen content since it becomes continuous traffic. This continuous traffic pushes an evergreen post higher on the search engine results page (SERP), which causes even more traffic to arrive on this page.

Evergreen content posts are shared frequently on social media since it attracts traffic. Social networking users will go back to posts or platforms for added relevant content. This increased traffic leads to much more traffic to your evergreen article. This cycle helps evergreen content to keep growing exponentially since it never gets outdated to consumers.

While Evergreen content is amazing and extremely helpful for gaining lots of Internet traffic, an SEO marketer never should solely focus creating just this classic content. More depth needs to be provided to keep consumers hooked on their web content.

The online ecosystem can’t endure an over-saturation of one kind of content format. The internet works just like a natural ecosystem; there has to be a myriad of species which functions together to develop and grow the surroundings.

Varying types of content provides opportunities for consumers and marketers to engage on a deeper level. This engagement creates extra content which then expands online communities.

A reputabke blog or advertising campaign should weave in evergreen content using content that is time or speciality specific. This will produce a relationship with the target audience that could make them rely solely on this site for all their advice.

Conclusion

Evergreen content is suitably known as such because it behaves like an evergreen plant. Evergreen content won’t wilt and die because it’s always fed by focus and traffic. The stream of both these theories never wains.

But such as the evergreen shrub, when the tree is without nutrients for a long period of time, its leaves will turn brown and drop off.

Evergreen content requires continuous focus or it can turn brown and drop into the recesses of the net (think page two on Google, same place where you can hide a body and no one would find).

Just like not all of a farmers crops are evergreen, maybe not all content matter will keep its stream of constant attention and web traffic. There is always the risk that an guide will fall from popularity or favor, sooner or later.

The trick to evergreen content is picking a topic that may weather the storm and also maintain gaining nutrients.

How to Understand the Marketing Metrics That Really Matter

When you’re running a digital marketing campaign, how do you measure your return on investment (ROI)? In our data-driven world, there are numerous marketing metrics out there, but which ones offer the information that counts?

A bad habit that many digital marketers fall into is only focusing on the marketing metrics that are simple to track (like followers or clicks) but these numbers are often lacking when it comes to providing in-depth insight about the success and/or failures of your digital marketing campaigns. This is why it’s vital for digital marketers to access a variety of marketing metrics when it comes to analyzing their campaigns. Understanding these marketing metrics will help to increase effectiveness, efficiency, and with the right strategy in place, work to increase profit.

So, are you ready to step up your digital marketing game? Let’s move into the marketing metrics you need to start paying attention to right now to improve your company’s profitability.

 

Marketing metrics Traffic Share by Channel

Traffic Share by Channel

You might already be tracking the efforts that are resulting in more hits to your website or landing page. Traffic, overall, is a needed marketing metric to measure but it gives very little insight into what parts of your campaign are actually working. To ramp things up, you’ll want to analyze your overall traffic share, which will let you know exactly where your traffic sources are. Also, monitoring traffic share will show where your traffic is coming from and how much traffic you’re getting from each source. These numbers will show which traffic sources to focus your attention and marketing budget on.

In Google Analytics, you can visit the acquisition section to learn more about which channels are driving the highest amount of traffic as well as engagement and conversions. You can also add links with tracking capabilities into your posts.

Marketing metrics consumer engagement

Engagement ratio

Want to know how many users are interacting with your posts? While gaining and growing a following is important, if the audience isn’t engaging with your content, you won’t see much in terms of ROI.

To determine your engagement ratio, you’ll need to track likes, comments, and total shares on your content. Compare this to how many posts you’re putting up on any given day and your total number of fans. This ratio will provide invaluable insight into the quality of the following you have built.

Most social media sites will give you access to these analytics for free. Visit the account or administrator section of your profile for details.

Marketing metric analyzing unique website traffic and visitors

Unique and Returning Visitors

Looking at website visitors as just a number will not give you the information you need. Tracking how many unique visitors are coming to your site provides more insight into how your campaign is performing. If you aren’t reaching a new audience with your content, your posts may not be worth the money that you’re spending on them.

On the flip side, if you don’t have any returning visitors, that’s bad news, too. People should be engaging with your brand well beyond the original click. If they’re not, then your marketing efforts are definitely not reaching the people who will ultimately contribute to your bottom line.

To track new and returning visitors, visit the audience section of Google Analytics and find “behavior” on the menu. There, you will find information on the different types of visitors coming to your website and any other insights that will be useful to you.

Digital Marketing metric bounce rate

Bounce rate

Getting visitors to your website is half the battle, but are you holding their attention? The goal is to get visitors to click beyond your homepage, which is only looking at the total number of visitors is not enough information. That metric tells you how many people landed on your site, but it doesn’t reveal how much time they spent looking at the content.

If many of your users are clicking on the website but then not exploring any further, it suggests two things:

Google Analytics will give you information on your bounce rate. Additionally, you can find the average amount of time users are spending on your site and individual pages. If you’re looking for tips on how to reduce your bounce rate, Google’s got you covered.  

Check inbound links as a digital marketing metric

Inbound links

Why do inbound links matter? Well, a great indication that you’re providing valuable content is when other businesses and websites start to link from their content back to yours. Having high-quality inbound links from authoritative websites will also boost your SEO efforts.

It’s also important to track inbound links so that you can make sure that spammers aren’t linking to your content and hurting your online presence.

How do you track inbound links? You can use Google Analytics to view your website’s referral traffic. This metric will show you who is linking to your website and what content they’re linking to. Monitoring this on a regular basis will allow you to see who’s finding your content useful.

Use digital marketing metrics to qualify leads from lead gen activities

Qualified leads

After getting new fans on social media and more traffic on your website, you might think that those things alone will guarantee you a large ROI. This isn’t always the case. What really matters is determining if those leads are qualified or not.

The truth is that there is no way to guarantee that a certain number of fans online or website visits will translate into your desired number of sales. However, you can get information about which portion of your audience is likely to purchase your product or service. How many people went beyond your social media pages or homepage to sign up for the email list? Did anyone take a free course? Did a prospect contact your customer service department to learn more? These are your qualified leads.

The way to track this metric down depends on the tools you’re using. For example, if you’re running an email campaign with software like SumoMe or Mailchimp, those services will provide you with qualified lead analytics.

Digital marketing metrics analyze sales leads

Sales leads

The next step beyond figuring out the number of qualified leads is determining how many of those leads are converting to sales. After all, the goal of marketing your business is to gain new customers and to make more money. So, where are the people who are buying your product coming from and how are they finding you?

Remember, you don’t need to be doing billions of dollars in sales for your marketing campaign to be considered a success. What you should pay attention to is which digital marketing strategies are working and resulting in sale leads.

How to track this metric will, again, depend on the product or service you are selling. However, most applications will give you information on how many sales you made and where they came from. Do not forget to factor this in when you’re looking at your campaigns as a whole. 

Digital marketing metrics content cost shocker

Content cost

Now that you have a better understanding on campaign performance via the metrics we discussed above, another question arises: How much is this costing you? Are the ads you’re purchasing and running on Facebook driving more traffic than the cost it took to create the ad in the first place? If so, you have a problem.

Companies can easily spend anywhere from $500 to $25,000 per month on social media marketing. It only makes sense to double down on what’s working and eliminate the campaigns that are not. This is how you maximize your marketing dollars.

So, how do you know what kind of content is worth the money? Add up what you’re spending on each outlet per month, and compare that to the number of qualified leads and conversions you’ve gained. Doing so will allow you to see how much each piece of content contributes to your customer acquisition.  

Conclusion

The key to understanding the marketing metrics that really matter is by digging into analytics beyond the surface. Sure, you can access the “easy” numbers at any time, but the key is being able to dive into the truth behind how your content is performing. This is what will ultimately drive better results and earn you a bigger ROI.

There are a plethora of options out there when it comes to how you can track these results. But it is critical that you’re able to get information on each effort individually.

And, keep in mind, the statistics you find as a result of your current marketing efforts can change in the blink of an eye. The difference between a great campaign and an average one comes down to listening to what your audience is telling you. When it comes to digital marketing, your performance goes beyond the ability to gain an audience. You want a quality audience and you must have the ability to continue to engage with them in the ways they respond to. The good news is that it doesn’t have to be complicated. Simply pay attention to the right marketing metrics and work to increase the effectiveness of your campaigns over time.

SEO in 2016
6 SEO Strategies to use in 2016

If you do great work with your search engine optimization (SEO), it could mean a significant amount of revenue for your business. At the same time, however, it is also an ongoing initiative. Once you generate a steady stream of traffic from SEO, you need to constantly be maintaining and improving your SEO in order to keep those rankings you worked so hard for.

Generally, the two most important items needed to rank well in search engines are links to your website and content — the hard part is creating great content and generating those links. It is also important to note that Google, the largest search engine, has hundreds of ranking factors with some factors having more weight than others.

Here are six important SEO strategies outside of the basics, that are critical to getting to — or staying at — the top of the search engines in 2016.

seo

1. Create an influencer who is a subject-matter expert.

An influencer is someone who people listen to online. When it comes to search engine optimization, having an influencer in your corner will mean more people link to your website, share your blog posts and trust your content. If possible, have an influencer who is a subject-matter expert head up the content creation on your website. This person can be you, someone from your company or someone you align with.

seo

2. Develop a content-marketing strategy.

Every website should have a content strategy focused around your top keywords. When you create content such as blog posts, videos, whitepapers, research reports and webinars, it gives people something to link to. In addition, the content you create can rank by itself in the search engines. For example, if you write a blog post on “How to Pick an SEO Company,” there is a possibility it will rank for some of the keywords you use in the title and in the body post, especially if the post gets linked to from other websites or shared a lot on social media. It also helps if your website as a whole already has significant high-quality links.

This results in high domain authority, which translates into better rankings for all of your content. In addition, regular content creation shows Google that your website is alive and active. By sending this fresh content signal to Google on a continual basis, it will result in better rankings for your website as a whole.

3. Generate powerful backlinks to your site and pages.

Having an influencer and content marketing strategy will help you develop backlinks to your website, but it is also important to actively be seeking ways to get people to link to you. Some of the best ways to do this are to write for a large publication, do industry interviews and recommend your powerful content to people who matter. You can also hire a public relations (PR) company or an SEO company that has a strong digital PR division to help you with this initiative.

In addition, you can also use tools like Majestic SEO to see who is linking to your competitors. Once you identify the links to your competitor’s sites, you can analyze these links, learn how they got them and implement a similar strategy for your website. For example, did they donate to a charity causing the charity to link to their site? You can do the same thing.

4. Get your website mobile-ready.

In 2015, there was a major Google update known as Mobilegeddon. This meant that if you did not have a mobile version of your website by April 21, 2015, you lost a significant amount of your rankings in the mobile version of the Google search listings.

Moving into 2016, your website needs to be mobile-ready. There are three types of accepted options for a mobile site in Google’s eyes: responsive design, being set up on a mobile subdomain or use dynamic serving. Google also now ranks websites higher that apply SEO for their apps. So if you have an app, make sure you are taking the time to implement application SEO.

5. Move your website to HTTPS, a secure site.

Google’s Gary IIIyes sent this tweet on August 18, 2015, saying that, “If you’re an SEO and you’re recommending against going HTTPS, you’re wrong, and you should feel bad.” The “S” in HTTPS stands for security, and if your URL leads with HTTPS (https://example.com) instead of HTTP (http://example.com), then your website is secure. Google wants you to move your site to HTTPS so badly that they are now giving a ranking boost to websites that are secure. As we move into 2016, we will be seeing many new websites transferring to HTTPS.

6. Add schema.org markup to your website.

Schema.org is a type of markup that you can put in the code of your website. Using schema.org, you can tell Google which picture on your site is your logo, where your reviews are, where your videos are, what type of company you are, where you are located and much more. Google has hinted over the last year that schema.org will help your website rank better in Google search. Recently, Google’s John Mueller, said in a Google Hangout on Sept. 11 that “over time, I think it [structured markup] is something that might go into the rankings as well.”

When it comes to SEO in 2016, these are some of the most important items you can focus on for your roofing contractors Houston Tx. Make sure you are adding fresh, high-quality content and generating backlinks. Also, make sure you website is mobile ready and fully secure. Outside of this, it is also important to follow normal SEO best practices.