How Not to Panic Over Lost SEO Rankings

By | SEO, SEO Strategies | No Comments
Working as an SEO, I’ve learned it’s imperative to make sure that rankings stay around the same daily average, as have most people in this field. When they drop suddenly, it’s hard not to panic and go into over-drive trying to figure it out. Hopefully, my guide will be able to give you some clarity and help lower that stress by pointing out where some issues might be and how to fix them.

Was There Really a Change?

Sometimes ranking trackers don’t update locally the way they should, or it could have picked up an online ranking experiment. Believe it or not, the best way to rectify this is to look at the organic traffic on your page and see if it has dropped. Here are some things to consider:

Did it drop over a holiday weekend?

Is it a more emphasized drop than the usual ups and downs of the month? Look at a week-by-week basis to find out.
• Are the drops on the same days of the week continually?
• Did another search console have the same results?
• Looking at your tracker, does it show continuous ranking drops?
• Try looking at specific keywords over time

If everything is still up except for your rankings tool data, be patient and keep checking it. There can be plenty of fluctuation, so wait to see if this is a real issue or not.

What May Have Gone Wrong

Many trackers updates their algorithms almost daily if not more often than that. If you think that yours may have updated their algorithm, look for any articles or blogs that might make a note of the change around the time that the changes started.

Have any of your friends noticed a change? As an SEO, I’ve been able to make a good network of friends in the SEO circle who would likely be having the same issues and have some good ideas for different tests to run.

If Google did decide to update, you’d have to figure a way to get your rankings back up. Most importantly, find out what change was made, and why? What is it that they are looking to cut out of SEO?

Changing or Losing Links

Look over the site and see what links are there and if any are missing. If multiple links have gone missing from the site, you’ll have to try and replace them. Is it for the whole site, or is it for a group of pages or one page specifically from the site?

Did any of the links that these went to suffer drops as well or have they decided to update their page? This can have an effect on your links. Even just the URL or content can make a difference. If this is your problem, it’s important to figure out how to get them back. Try fixing the problem by:

• Reach out to the site owner and original provider of the links
• Find out if the links being removed was an accident
• See if the links now go to a new source – and then figure out how to make your links better than theirs.
• Ask your team to buy new links to replace what’s been lost

Page Changes

If the page has been modified at all, they might be misread and may not parallel as much to the actual target keyword. To combat this:

• Never change your URL
• Check for the presence of the target keyword in the page titles, and H1 and H2s
• Check that the keyword density is still the same
• Make sure Google can read all content on your page
• Watch for server and crawl reports to ensure that search engines can find your site.

Also, check to see if internal links were changed, site navigation or key pages were updated.

The Competition

Sometimes, rankings drop because of outside reasons. If your competitor is ranking higher than it was before, it’s time to go through their sites and see what you need to change to make yours better.

Three Ways to Maximize Influencer Potential

By | Marketing | No Comments
Influencers are one of the biggest ways to advertise now because not everyone is watching TV anymore. More and more time is being spent on computers and other social media. Having the average Facebook advertisement just isn’t cutting it anymore, as they often get bypassed by users. People want to see someone they can relate to on a real level, and when they find that, they’ll often pick up some of their habits or take their word for things.

So how does this apply to influencers? For those who aren’t familiar, influencers are those people with thousands of followers in any sense. Celebrities are one example, and they are used to sell individual brands on television commercials. Some even take to Instagram to sell a product, but most brands are finding that’s it’s simply too costly to hire a celebrity. When even those are too expensive, there are also micro-influencers, which have a smaller number of fans along the lines of hundreds to a couple thousand.

Tracking Influencers

There is a common problem coming up for those that use influencers to get the word out. Despite it’s growing popularity, there’s simply no way to tell if they are making you any money. There needs to be some form of concrete evidence that using an influencer is working. Here are a few ways to help you figure that out.

Marketing Analytics for Influencers

To help keep track of influencers and what difference they are making for you, it’s time to get down to the fine details. When they make a post about your product, they include the link. Using Google Analytics and setting particular UTM parameters in regards to the link will help you find out how many times the link on their page is being pressed. This will connect the information on the link directly to your Google Analytics account. If you have multiple influencers on your team, you can analyze which ones are generating the most website visits, and then translate that to money. Another common, but more time consuming, the option is to give each influencer a certain number of codes. Each code will be assigned to an influencer, and each will get a different code, allowing you to keep track of which influencer is making you money.

Influencers and Content Management

When you get to the point that you have multiple influencers on your team, it’s important to start using them efficiently. Having all of them advertising the same content might not be using them to their full potential. Instead, setting up a system to give assignments is one way to make sure that you’re spreading good content that aligns with your company values. While some may use a blog to post instructions, if you’re handy with web pages at all you can design your system and set up ways to communicate with your influencers, such as Skype. Adding that communication and posting the content assignments means that you are doing less work, and your products are getting out there. You can also include how you want them to post about your product – do you want photos or a video of them using a free sample? These things may influence someone, even more, to try your product when they see it works for someone else.

Distribution Channels

It’s important that you keep the contacts you had in the past and meld them with the influencers you currently have. Using something as easy as email allows you to spread the word, and ask who wants to be included in future products. It also lets you get them excited about future goods and / or work that will be coming up for them! Even trying live video chats or webinars allows you to let new people that align with what you’re doing find you on their own. It makes it easy for your contacts to spread the word, and get more people involved. To do that, you have to put yourself out there and get them want to be a part of your team.

The Future for Influencers

There are research experts already working on ways to make a product that allows you to keep track of your influencers systematically. As new applications emerge and modern applications add on to their current services, it’ll be important to keep up with your social base and use your influencer in the best possible way by staying ahead of big advances.

Maximizing Your Marketing Potential Through the Use of Social Media

By | Marketing, Social Media Marketing | No Comments
Social media plays a key role in marketing. Considering over 2 billion people use social media throughout the world, utilizing the proper marketing methods can help your information reach more people.

To maximize your social media reach, it is essential to engage users through the distribution of relevant material when they need it. Since social media is saturated with information, your material runs the risk of getting lost prior to being seen.

Read on to learn more about why social media is a crucial marketing tool and how to optimize your social media output and engage as many viewers as possible.

Monitoring Social Media Improves Content Creation

The most effective marketers monitor social media closely prior to posting material. Paying attention to current trends is an excellent way to determine your audience’s feelings about different topics and industries.

Although this task can be tedious, various tools help move the process along smoothly.
Certain brands can help you obtain data-driven insight that allows you to know what your potential customers are talking about. Identifying their top questions and interests will help you cater content to their needs.

To use your social media monitoring to help you discover your client’s interests, begin by compiling a list of terms and phrases related to your brand. This list will help you determine how to make your brand relevant to your client’s interests and needs.

Social Media’s Reach is Almost Limitless

The ultimate marketing goal is to spread your content as far as possible. With social media, there are few limits as to how far your content can reach.

To encourage users to share and spread your content to increase its outreach, consider the following factors:

  • Visual appeal – Each piece should have a pleasing visual appeal – such as the inclusion of photos. Content with at least one photo is significantly more likely to be shared.
  • Make it easy to share – In addition to the standard “share” button, consider adding other options that make it easy for users to share content.

Use Influencers to Your Advantage

Teaming up with the right influencer on social media can generate a rapid increase in your content marketing success. With the correct influencer on your side, you can boost your client retention and sales by more than double than paid advertising. If an influencer chooses to share or retweet your content, it can provide a significant impact on your business.

Locating influencers may take a bit of research. Begin by determining the key influencers – bloggers, journalists, other business owners – in your area of business. Certain tools allow you to evaluate influencer scores to decide which ones you may want to pursue. Developing a relationship with an influencer may be one of the smartest business moves you end up making.

Final Thoughts

Proper use of social media is a crucial factor in the success of your marketing. To distribute your content as efficiently as possible, consider adjusting your social media presence to reflect a your client’s needs.

Three Ways to get More Out of Your Keyword Usage

By | Marketing, SEO | No Comments

The placement of keywords is very important when it comes to content. One of the big problems is that most keyword tools rely on heavy volume. Some debate that lighter volume of keywords is needed, while others still stick with the heavy volume.

The other issue becomes whether or not a specific keyword is the right one. The proper keyword has to have searches attached to it. This means there has to be a search history. Some keywords do not have this history. This poses a problem when the tool you are using suggests that this keyword should be used.

Here are 3 solutions

1) This first one is to replicate other data. Take keywords being used in other surrounding areas and use these words as a template. Let us say that one location has close to 7,000 for its population. Another location nearby has close to 15,000. This is going to equal out to between 3 and 5 times the data being searched for.
Start by using this information and work backward. Not every keyword is going to have a “zero” attached to its search engine.

This tactic has been used by many SEO’s and it has worked. When you use another close demographic, the search engine brings up other results. Sometimes a keyword search engine is too close to the problem. You have to think outside the box here.

2) There is something called Google autosuggest. It may be in your best interest to begin using it. This engine does not care if there has been one search in the last month or 12. It is going to show you something. The only thing it will not show is if the keyword has been empty for a year or so.

This engine will show you which keywords are more popular. Say you type in the word “day care”. Some places may have “day spa” being more popular. It all comes down to demographic and the word itself.

Another difference is the device itself. Studies have shown the popularity of a keyword varies from desktop to mobile device. You will not get the same thing each time. A word like “day hikes” may be popular on your PC. On your mobile device “day spa” is the search result being given. This tool does work.

3) Use something called “Lexical”. You can also try other SERP tools. These offer some more advanced options. Sometimes doing something the simple way is not going to give you the choices you want.

There is something called MOZ keyword explorer. You may want to investigate this one too. It offers search results that no one else will. It will show keyword popularity. This tool will get to places the other will not.

This tool will also provide relevant searches. This tends to be an issue for some. The keyword is there, but there is no relevancy to it. There two need to be linked somehow. This is also why some keywords show a popularity and some do not. Each demographic and search work differently.

You cannot expect the same relevancy for a word like “day spa” in each demographic. The MOZ explorer will pinpoint this more accurately, though. Another one to think about it Hyperlocal. It may be new to some of you. It may also be rather small to work with. It will give out some valuable results.

Good luck with your search. Remember, the old rules do not apply anymore. Sometimes thinking outside of the box will be a person’s better bet.