SEO 101: Google Ranking Factors for 2014

SEO is still going strong – many had predicted it to be dead over the last 18 months, notably with the advent of Social & Online Reputation and the diminishing value of links into Google’s algorithm. Truth is that 2014 still sees a major need for page and website optimisation in order to rank well. What should be your focus in 2014? Albeit it had been said numerous times SEO is a thing of the past, it actually is not the case. Yes, websites can rank with little to no on-page optimization but if you are aiming at that sweet first ranking spot, brush off your skills and focus on what works in 2014¹: a combination of technical brilliance, incredible content, top notch usability and first class branding. Technical brilliance: Your website must load in less than three seconds. If it’s too slow, your visitors will click away. If it’s way too slow, your online visibility will suffer. Search Engines will not display your website on their first page if they know its catastrophic loading time frustrates users. Test your website loading time² from different locations and see for yourself. Slow loading times are usually triggered by too many blocking JavaScripts or large files – your web developer will be able to tackle those. You need a responsive design – so your pages are perfectly visible on any support (phone, tablet). No need for a dedicated mobile website anymore (which solves potential issues of having multiple websites to update or to promote). Incredible content: Write around your business and be the expert in your industry! Bring insights, take a...
Anatomy Of A Google Results Page – Part 2

Anatomy Of A Google Results Page – Part 2

Once you understand the components of a Google search results page, it is time to find out how these websites get there in the first place. Only after you have a firm understanding of the various ways in which to get a link on Google’s search page, then will you be able to formulate a fully targeted SEO strategy that is more likely to yield good results. Here is a rundown on how to make an appearance in the various components of a Google results page. Organic listings The traditional SEO strategy tries to get your page as high a position in Google’s organic listings as possible. Climbing up the chart of organic listings can take time, but the key to obtaining a high position on the Google results page lies in having and maintaining an excellent website with high quality content. Relevant links from reputable sources pointing to your page are key to doing well in organic listings, and ensuring the code and content of your page are optimised can go a long way towards your success. Paid listings Paid listings offer those with a big enough budget to create ads with Google Adwords that can then appear on pages showing relevant searches. To use this option, determine a budget and a cost per click; knowing you can usually expect a conversion rate around 5% at very best; more likely around 1%. Local listings Businesses based in a specific location, especially those with physical offices or places of business, will find appearing in local listings extremely helpful. You will need to create a Google+ Business page in order...

Trends, Benchmarks And Insights – Digital Marketing In 2013

Recently, Experian Marketing Services released a very comprehensive report on just how marketers can reach today’s always on, highly engaged and demanding consumer in an integrated way across a variety of digital marketing channels including email, display advertising, mobile, search and social media. The report contains trends, predictive benchmark data and analytical insights which are aimed to assist marketers in maximising opportunities and ROI. While much of the data is US based, it is still very relevant and topical for Australian marketers. What kind of information can you expect to find in this report? Well, we thought we’d share a couple of insights with you below: 44% of emails are opened on mobile devices Personalised promotional emails had 29% higher unique open rate and 41% higher click rates than non personalised email Around 1/4 of adults (aged 35-49 years) visit websites on 4+ different devices a week 35% of marketers said response attribution (understanding the impact of multi channel marketing programs) was the most challenging multichannel marketing issue for their organisation. The most profitable social sharing level is the first degree of separation (e.g you recommend a product or service to a friend via a link and then they buy it). Australians are among the most avid users of smartphones in the world with sales exceeding those of PCs At the conclusion of the report Experian state that “...marketers must unite their messages across those touch-points to create relevant experiences regardless of the customer’s channel or device preferences.” and to “…differentiate your business by providing excellent service and one-to-one connections — in other words, be customer obsessed.” We would...

Measuring The ROI Of Your SEO Campaign

Hi everyone, my name is Mike van der Heijden and I work as a Senior Business Analyst at SEO Works, an Australian based SEO services provider with offices throughout Australia. I have been invited to be a regular contributor to Marketing.com.au on everything and anything in the wonderful world of online marketing. Today’s article discusses the various reports/information you should be requesting from your SEO professional or potential SEO company to ensure that you’re making the right investment with the right company. As I like to say, search engine optimisation professionals shouldn’t work for you, they should work with you. Even in this day and age there are still people (and companies) who are unsure about Search Engine Optimisation, and rightly so! SEO companies and professionals have been wrongly educating the general public on how to measure the success of a campaign. For years clients have been told that the success of a search engine optimisation campaign can be measured by traffic and rankings! Enter The Rankings & Traffic Metrics If you have ever engaged a Search Engine Optimisation company/professional, you undoubtedly have seen a “ranking report” and a “traffic report”. I won’t go into the details of each as the level of detail of these reports vary from company to company, but generally are an overview of traffic of your website (perhaps broken up by source e.g. PPC, Organic, Direct etc.) and the rankings of a list of keywords. Let me ask you a question, after your investment in SEO and seeing a ranking report and/or general traffic report have you gotten the feeling that what you (or...
What Everybody Ought To Know About Infographics

What Everybody Ought To Know About Infographics

We all love a good infographic and their popularity is on the rise both worldwide and in Australia. This week in order to honour the humble infographic, we decided to give it a crack ourselves. Not only were we pleasantly surprised at how easy it was, it was also a lot of fun! We hope you enjoy ‘Infographic Mania’ which looks at the popularity of infographics and how you can make one. Feel free to share it around to inspire others to unleash the graphic designer within! Embed and share code: <a href="http://marketing.com.au/infographics/"><img title="Marketing.com.au Infographic Mania" src="http://marketing.com.au/wp-content/mkt-uploads/2012/08/Infographic-Mania_Marketing_com_au_7Aug12-e1344378277365.png" alt="Marketing.com.au Infographic Mania" width="600" height="1500" /></a><a href="http://marketing.com.au">Marketing.com.au</a> Marketing.com.au Embed and share code: <a href="http://marketing.com.au/infographics/"><img title="Marketing.com.au Infographic Mania" src="http://marketing.com.au/wp-content/mkt-uploads/2012/08/Infographic-Mania_Marketing_com_au_7Aug12-e1344378277365.png" alt="Marketing.com.au Infographic Mania" width="600" height="1500" /></a><a...

Who Knew Insurance was so Expensive: Topping Google AdWords Cost-Per-Click List for 2011

So, by now, we all know what Google AdWords are, right? For those of you that have had your heads buried in the sand for the last 10 years or so, they are those little text ads that appear whenever you search for something (using Google obviously). Google makes an absolute fortune from these little text ads. To be precise, 97% ($33.3 billion) of Google’s revenue over the last twelve months was derived from AdWords. Of course, advertisers wouldn’t be using AdWords if it didn’t work, but some advertisers spend more than others. Wordstream, a company that automates search engine optimisation, undertook research into which keyword categories attract the highest cost per click. They used their own database of keywords, over 90 days, to work out the top 10,000 most expensive English words. Just for you, here is the list of the top 20 highest cost per click words, as discovered by Wordstream: Insurance Loans Mortgage Attorney Credit Lawyer Donate Degree Hosting Claim Conference Call Trading Software Recovery Transfer Gas/Electricity Classes Rehab Treatment Cord Blood Topping the list, ‘insurance’ pulls in around $55 per click for Google. Not a bad little money spinner at all. The most regular search queries included ‘buy car insurance’, ‘building contents insure’ and ‘life insurance comparison quotes’. Even ‘loans’, which comes in at a close second to ‘insurance’, nets Google around $44 per click. As you can see, the most expensive keywords are a product of society’s needs. We all seem to use the web today to search for information and assistance with topics that we are not necessarily experts in, but are a...