SEO

A client who I had a short term SEO contract with came to me after not having much success with a previous agency.  Their site had some falls and lost traffic, and the agency told them they just needed backlinks.  This could be further from the truth.  The issues were tech, content and site structure.

Tech was out of our control for the project, but we did send a detailed report with what to do (at least from a starting point).  What was under our control is the content on the pages, where it links too, and how the navigation works.  After auditing the content, it became clear that this was one of the biggest opportunities to increase their search engine visibility, so that is what we addressed first.  It included rewriting, deleting and adding.

The screenshots below are from this tool which I use for rank tracking on specific keywords and phrases.  I have it set from when I first added the keywords to be tracked (pre-implementation of the content) to today 6/30/2019 after two major Google updates.  Because the contract was short term, we did not get to implement everything I wanted too, but there is a chance we’ll be re-engaging in the future as we did generate positive results.

The niche is noticine and vaping which is highly competitive.  The competitive nature is because of the limited ability to advertise on traditional advertising platforms like Facebook and Google Ads.

Below are screenshots with the results from the content implementation.  Implementation is not 100% complete yet, so I’m excited to see as they finish and continue with new content creation.  After the screenshots you’ll find the steps we took, and how we implemented them to generate these results.  The client’s name has been blocked, even though they said I can use it, and you’ll find the results highlighted in the red boxes.

The green numbers show the climb in positions in Google, Yahoo and Bing.  The blue number is where the company’s website currently ranks in Google, which was our focus for this optimization.  The second red box has the total monthly search volume for these keywords so you can see the level of competition and traffic at stake.  Click any image to scroll in and see it closer.

Step 1: Redo product copy and provide education to the product team.

The most important role an SEO can play is to work with the client’s team, and to teach them what you know.  [Read more…] about SEO Case Study & Results – Content Redo & Site Structure

Google released another broad, core algorithm update.  This means exactly 3 things.

1. Every major website that writes about SEO will have a post about:
   1. what was penalized
   2. who the winners are
   3. why they got hit or won & what you can do
2. SEOs will be panicking, or celebrating their wins, or relieved their traffic is still there
3. You’re going to need to explain things

The very first thing you should do is to log off any and every major search engine reporting websites.  You’re looking for information, but guess what, there is none.

Nobody knows what was actually impacted by the broad core algorithm update.  It will be at a bare minimum 72 hours if not a week before we have any real and useable information.

What you’ll find on these websites are screen shots from lots of tools that show who gained and who lost, but none of them have actual reasons why.  You’ll be reading assumptions, and these normally make you worse off than better.  Diagnosing core algorithm updates takes manual digging and research on a per site basis.  That is what this post is about.  It is how to react and what to do when a Google core or broad algorithm update occurs.

(Speaking of tools, every tool I link to in this post should have an affiliate link attached to it.  If they don’t have a program, but do in the future, I will join and turn the direct links it into affiliate links.  That means I get a commission for each sale if you click and shop.  The good news is, as of today, I actually use each of the ones I link too in this post).

Now let’s start with the scenarios that occur after an update has been released.

Three things that happen when Google has a core algorithm update:

1. You gain traffic
2. You lose traffic
3. Your traffic stays the same

Let’s go into each of these and find some actionable items for what you can do to grow your traffic or recover if you lost. [Read more…] about Google Released An Algorithm Update – Step 1 – Do Not Read Anything

When creating copy for your website, it’s important to remember that spiders and robots cannot make assumptions like a human.  Fun wording and branding DO NOT help you rank in the search engines.  This confuses the spiders and takes away from your relevance.  Doing that also means you will, at some point, lose your rankings to a competitor that wants to provide a relevant experience.  This is one of the reasons websites that clearly state the purpose and the intent of the page can rank better.  But let’s explore that a bit.

I talk with a lot of engineers from multiple search engines at conferences and outside of work (like doing a shark swim in Belize), and there is one thing in common with virtually all algorithm engineers I’ve met.  They are logical.  If it doesn’t serve a purpose or have a reason for performing a task, the engineer doesn’t understand why they should have to do it.  This is one of the most important distinctions between programmers, coders and engineers who work on algorithms and ones that work on websites.

A prime example was at a recent conference where shark and alligator swims got brought up.  Someone mentioned to the engineer that “sharks have teeth”.  The engineer said “dogs have teeth too”.  In the mind of the engineer, a dog and a shark are the same because they both have teeth, which means they can both bite, both cause damage to you, and both animals can kill you.

You were probably raised around dogs and are thinking about a pet that is commonly referred to as man’s best friend.  You may also picture a killer shark eating flesh and pools of blood when you hear sharks have teeth.  But that is because you are human and can make assumptions.  Let’s think about this from an algorithm developed by engineers who follow logic.

Teeth on it’s own will generate an image, or at least a concept that needs a response.  But teeth on their own are not enough to determine the intent of the person searching for them.  That is where the engineer who programs a search engine spider and algorithm comes in.

Is it a single tooth, or a set of teeth, and what is the user looking for:

• A definition
• What they are made of
• Are they sharp, flat or a mix
• How are they used
• Do they grow back
• Facts about them
• Illnesses based on them
• What is the size
• Does it have a specific color

You pictured something inside your head, but the algorithm has to think about what it means, why it’s there and what the person is searching for.  So it uses what it knows about you.  This is one of the reasons cookies and tracking is important…so quit blocking them,,,especially if you’re frustrated with not finding good answers in search engines.).

Next it takes what it can learn and applies some filters to the search results.  But remember, the algorithm can only learn from what it knows including past search history, pages you went to (including those pages titles because you clicked through, the content, etc…).

We’ll stick with the example above and use “sharks teeth”.  By adding shark to the query “teeth” the algorithm is given a new task but still needs to make decisions about what to display and how.

Should it show:

• Images for them
• Videos for them
• Content for them
• Merchandise like jewelry, fossils or diagrams
• Diagrams and infographic information
• Audio clips
• Podcasts
• Live streams
• News articles

Maybe the intent is for content.  That takes the search engine spider to the next step. [Read more…] about How Google Thinks & Why It Matters In Your Copy

When scrolling through Twitter to see if there’s anyone I had to respond too, John Henshaw from Coywolf had shared something about Google allowing comments on search results.  Then Kristine Schachinger (I think it was her) linked to the webmasters post where they are indeed testing this out in a few niches.  It looks like sports results are first.

The good news is more keyboard warriors have a place to vet their opinions.  Because that is totally awesome and something we need more of, especially when others can view this and it can directly impact your business (eye roll and sarcasm).  And we have another great side effect, scammy SEO companies who will pretend this is the all new way to do SEO and will get you to the top.  It could potentially also open up the doors for affiliates to post their links or custom coupon codes that fire sales back to their accounts and directly from your trademark searches.  Same goes for influencers “use my coupon and save” directly on your own search results.

This could be done on the main URL, products URLs from your own site, over other affiliates’ sites and reviews third parties have created, etc…  Lots of bad that could happen (and will if it takes off), but this might have some value and good sides too.   I’ll get to those shortly.

This post is broken out into three parts.

1. What to expect rumor wise
2. How it could actually impact your visibility good and bad
3. What to do and to avoid, assuming this is something they keep

Very similar to when Google would show live twitter results in the top top positions or boost visibility if you had connections through circles in Google+, this is going to be a fun ride, if they keep it and push it out further.

[Read more…] about Google’s Allowing Comments on SERPs – Let The Conspiracies Begin!

Category copy is one of the trickiest pages to write.  Not only do you have to fit it into a space which has to be product focused and non competitive, but if the category has a few hundred or thousand products, you have to keep it simple, effective and most importantly all inclusive.

That means it needs to incorporate the theme of the page while not competing with product pages or sub-categories and also excite the end user without pitching yourself.  Advanced copywriters will also define how to use the page to locate the product the visitor is looking for, and that is where UX comes in.

Because this is probably the hardest type of copy to create, we’ve developed this guide on how to write category copy for SEO and to give your end user or potential customer a great experience.  This is the same exact thing I do with my employees and the clients that hire me to train their teams.

How to Write Good Category Page Copy

The most important thing when creating this type of page is to think about what it is supposed to do.

Category Copy Needs to:

• Get the user excited to purchase the product
• Help them to know you have the product they’re looking for
• Explain how to sort through the options if you have a lot of SKUs
• Make them want to engage with the page to find the product
• Click through the image or subcategory and get to conversion
• Answer questions they have about the category, not product specific
• Not take away from user experience and hide product below the fold

The last bullet point is a tricky one and if you have huge images or leaderboards, you may want to consider a new category page design.  Here’s a few ways to incorporate SEO copy into category page design wise that may help.

How to Select the Right Keywords for Category Copy

Keyword research here is tricky.  You do not want keywords relevant to a specific product, instead the category should focus on the more generic ones.  i.e. the category has multiple widgets and should answer questions about widgets and address the needs of people who want widgets.  Product pages and sub categories are where you get into specifics.

Subcategories for example could be if the widget has 8 sizes and 8 color options.  You may want to do a sub category for XL widgets and S widgets.  You could also do a sub category for blue widgets and include the 8 sizes within it.  Now you have a main category for widgets, sub categories for the main variations and then the copy on the product page is now product specific.

By doing it this way you can also build internal links upwards, horizontally and downwards to pass authority.

Are Questions and Answers Good For SEO on Category Pages

Yes, they are 100% great for this. Having a Q&A can answer questions about the category.  Examples can be if it can solve XY problem, if they are a specific color for a specific purpose or how to use it for a specific purpose.  Another one could be the effects, impacts or even proper usage and storage or care, but on a categorical basis.

By answering questions ahead of time where the products within the category are part of or are the solution, you can not only try to get the answer box at the top of the search results in Google, but you’re also giving a better user experience by answering a potential customers questions.  When you clear the confusion with solid answers, you may also have pushed them one more step to conversions and that is why question and answers or FAQs that are category specific (not product or general customer) are great for these pages.

Which Questions to Include In Category Copy

Now that you have your keyword research done and know what the goal of each question should be, you need to think about other relevant information and how to get answer boxes and other rich snippets.  Category copy should be about the entire grouping and not individual products or sub categories as mentioned above.  A good example is a question about how long it will last or if it is compatible with an XYZ.

For category copy, unless everything in the category is compatible with XYZ and everything lasts at least AB years, then that question goes into a sub category or product page because it does not address the needs of the majority and does not add value.  For sub categories where it is relevant you’re then able to say yes, each option on this page works with XYZ or is going to last for at least AB.  Remember, category copy needs to be inclusive of the category and that is where you need to draw the line.

How to Increase Conversions With Category Copy

This is the tricky and fun part.  The first thing is to understand “we, we” syndrome.  This is where you make everything about you and your store and not the customer.  “I love this”, “we have 1,000’s”, “our widgets are the best”, etc… are all “we, we” syndrome.  It’s great you feel passionate about your store, products and services, but you’re not engaging the potential customer.

Instead, look for every occurance of I, we, our, my, we’re, etc… and replace them with you, you’ll, your and other words that are about the visitor.  Next we try to get them to understand how they’ll benefit.  Situations are a perfect starting point.

If this is fashion, don’t say the dress is made of sequins and lace. Instead say something like “Enjoy the luxurious feel of the satin styles below where each one is designed with seamless stitching and lace trim that lies gently on your skin so there are no itchy side effects.  Watch as the sequins sparkle for a fun look whether it’s a cocktail party or for a formal event.”.

By mentioning how the dress will feel with the modifiers “sequins” and “lace” for dress, I was able to answer their questions about comfort and by mentioning the types of events it can be worn, I can help to get them to imagine what it’ll look like and how it can be used in multiple situations so it has a cost saving aspect as well.

Teach Visitors How to Use The Page to Find the Right Options

This is one of those things that seems like you shouldn’t have to do, but if you have a designer who went “creative” or made a mobile site for a desktop display, it is important.  The same goes if you have ever changing or multi-option sorting on the top or left side of the page.

The first thing is to avoid stating the obvious and rambling.  “So you’re looking for XYZ” or “Whether you want a X or a Y, or also want a Z”.  Instead jump right into the topic.

Blue widgets not only do A, B and C, but when combined with a red blahblahblah, you’ll be up and running in no time.

Now that you’ve said what it is for and helped to reassure they solve the issue, think about how to drive the person into the product mix.

Look below to discover the right option that meets your needs.  You can sort by size and see only x-small blue widgets or by year and model with the drop down menu to find the rare 1995 green model.

By doing the above you’ve helped the person learn to narrow down the results and you’ve given a natural tie in for internal links which can help the search engines further define what the pages on your website are about.  If the page has authority, these links may also be able to help pass some of the authority through these links.

The last step is to tell the person to click on the one they like and then teach them how to use the page.

When you find the right one, click it and simply select the color, size and quantity, then proceed through our secure checkout so you can be on your way to XYZ with no more worries.

By following the steps in this guide, you may be able to increase both your organic SEO traffic and also your conversions.  You’ll be helping to solve issues for past and future customers while also helping them to use your website, find the product and checkout quickly and easily.  If this seems complicated, you can always hire us by using the contact form here to write the copy or simply train your team for you.  Yes we train other agencies as well.