Why Long-Tail Keywords Are Critical to Your SEO Campaign

Posted by on Oct 24, 2019 in SEO |

Everyone wants to rank number one on Google, which is exactly why everyone cannot rank number one. That’s where SEO (Search Engine Optimisation) comes into play.   A keyword doesn’t need to be a single word. For example, when a user searches for ‘WordPress themes’, he may be expecting a search engine to display various perspectives of WordPress themes, such as: What is a WordPress theme?, From where can I download it?, How to install it or upload it to a website? or How to design WordPress themes? As you can see, there are multiple things that are covered in the broad keyword phrase of ‘WordPress themes’.   The shorter the keyword, the broader the range of results will be. In other words, shorter keywords are typed into Google much more often and are, therefore, more competitive.   Let’s look at the next example, which is the following keyword phrase: ‘WordPress themes for a blog’. This is a somewhat lengthy or long-tail keyword, but it is too specific or narrow in terms of ‘meaning’. This lengthy keyword tells a search engine that the user needs ‘WordPress themes for a blog’ and not for a ‘portfolio site’ or not for some ‘news website’ or ‘review website’.   A very long-tail keywords phrase would be ‘Free responsive WordPress themes for blog’. This is too specific or very narrow in terms of targeting the audience.   These three different search phrases show you exactly why long-tail keywords are critical to your SEO campaign if you are looking for highly targeted traffic. When you search for ‘WordPress themes’, you will get a lot of unrelated results compared to when you search for ‘free responsive WordPress themes for a blog’. If your company is trying to market free responsible WordPress themes for a blog, then your content should be SEO’d to reflect this.   Need help with your SEO, content marketing or link building strategy? Then contact WSI OMS today. Please follow and like...

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Seeing Past Google: SEO for Other Search Engines

Posted by on Oct 23, 2019 in SEO |

SEO efforts have largely been concentrated on Google – and with good reason. The search engine has exerted a nearly unshakeable dominance for a long time, and its grasp on the lion’s share of the market doesn’t seem likely to loosen soon.   However, over the past year or so, other search platforms have started to increase their share of the world’s searches. According to 2016 figures, Google still holds over 60% of the market. Bing comes in second with around 33,5%. In the specialised area of product searches, Google faces a very real threat in the form of Amazon. According to the same research, a third of online shoppers go directly to Amazon to find their products, rather than starting with Google. In 2016 alone, Amazon product searches saw a 73% growth. In the years since then, the online retailer’s growth has continued.   Apple has also thrown its hat into the ring, and continues to increase its strength in the fight, despite its market share being considerably lower and more niche. Then there’s also Facebook and WhatsApp to consider.   Google still dominates the search engine market. But, what do these very credible challengers for the crown mean to us as SEO marketers?  The short answer is that it may be worth taking them into account with your SEO strategies, and leveraging the smaller, more targeted audiences of these engines to achieve your marketing aims. Here are some key points to work into your strategy:   The algorithms that operate Bing (as well as other search engines like them) are not as complex as those of Google, which means they require a little more work. However, if you put in the extra effort, you can build your rankings quite nicely. You need to be both more targeted and more specific, but this will quickly move you upwards in the rankings.   Google does not take meta keywords into account for its rankings. Other search engines still do. This means that if you include relevant keywords, along with all the combinations of synonyms and misspellings that could lead to your site, you can work your way manually to the top of the rankings. Your efforts in this area could distinguish you from your competition.   Google uses Latent Semantic Indexing to rank web pages. This allows you to hit the SEO marks without always having to use the exact keywords on your page. With Bing and the like, you need to be more specific and accurate with your choice of on-page keywords. Always place the keyword in both the h1 and h2 headings and write strong meta descriptions that also include the precise keywords you have chosen.  ...

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How to Protect Your Search Rankings

Posted by on Oct 22, 2019 in SEO |

The SEO game is one that requires both offensive and defensive strategies. Your offence requires a mix of having to constantly develop lots of great content, while also watching trends and competitor activity, and then adjusting your attack accordingly. When it comes to defence, here are three things you can do to build a protective wall around your rankings:   1. Guard Against Negative SEO Attacks While most changes in SEO rankings develop organically through changes in traffic, content or keywords, you should never underestimate the ability and the will that others have to proactively attack your SEO rankings. The easiest way in which to do this is through so-called black hat SEO  activity designed to prompt search engine penalties, such as keyword stuffing and buying spam links.   Be vigilant. Watch your backlink profile and look out for low-quality links that seem to come out of nowhere, taking care to eliminate them as they come up.   2. Proactively Seek out Multiple Listings to Expand Your SERP Presence If you can claim multiple listings on the same search rankings page, it will strengthen your position immeasurably. There are a number of ways in which you can achieve this. You could be lucky enough to become eligible for Google Site Links, which automatically gives you four to six links under your primary search results, all linking back to internal pages on your website. Unfortunately, Google has not revealed its qualification criteria for this, so you either get linked or you don’t. You could also optimise multiple pages on your website so that they qualify to come up on the same search list. Make sure this works with your existing SEO strategy first, however.   3. Keep up the SEO Best Practices Whatever other tactics you may be working on, you should always be focusing on building excellent content and building great links. Never let that slip and you will always be in the best position to maintain your search rankings.   WSI OMS can help you plan, execute and monitor virtually unassailable SEO strategies. Contact us to discuss your digital marketing objectives. Please follow and like...

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How to Compete in the SEO Game

Posted by on Oct 21, 2019 in SEO |

By its very nature, SEO is a competitive sport. You’re not working alone in a vacuum to improve your search result rankings; you’re working to do better relative to your  competitors. Improving your rankings is a delicate balancing act because you need to be able to keep your head down and constantly focus on improving your own content and SEO strategies, while at the same time, keeping an eye on what your competitors are up to. You should never devote too much or too little time to one or the other. Here, in order of priority, are the most important things you need to do to improve or maintain your rankings:   • Always Work to Perfect and Increase Your Content Both quantity and quality of content are essential to attracting visitors to your site. Keep your eye on the ball and keep honing your content to a fine point, while also building up its scale. Remember that, at the end of the day, search engines reward great content.   • Rethink Your Keyword Strategy Constantly This is the frontline of your attack, so to speak. You need to do your research and use a more responsive approach. Focus on search queries that yield the highest total traffic. You may want to push keywords that remain effective, while allowing lower-ranking ones to slip to your competitors. Check the traffic data regularly and adjust accordingly.   • Watch the News While focusing on your content and monitoring keyword traffic fluctuations, also watch the news and trends in the field of SEO. This is a growing and shifting field, with new insights and techniques being added all the time. Read blogs like this one, consult with SEO experts and use the information to sharpen your tools.   • Watch What Your Competitors Are Doing on Their Sites  Visit your competitor’s websites every day. If you notice a change in their SEO activities, you should definitely dig deeper. Take a look and see what the changes are doing to their search rankings. Maybe they’ve hit on a new optimisation technique. See how you can adjust your activity accordingly.   • Monitor Your Backlink Profile – And Your Competitors’ Too Negative SEO activity can destroy your rankings and strategy. And, by checking up on your backlink profile, you can monitor whether or not this has become a problem for you and take appropriate action.   When it comes to your competitors, check out their backlink profile to see if you can pick up on any new linking partners and strategies that they might be using to get an edge on you.   While you shouldn’t spend too much time away from your own...

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How to Write the Perfect Meta Description

Posted by on Oct 4, 2019 in SEO |

Writing an article about writing – and then creating a meta description of an article on meta descriptions! It doesn’t get much more “meta” than that. The fact that you’re reading this gives us some hope that we take our own advice and our meta description did its job. With that said, let’s take a deeper look at those simple but tricky 160-character lines we call meta-descriptions. It should be easy, shouldn’t it? It’s only a few characters. You’re only summarising a topic you should know everything about by now. How hard can it be? Well, as we all know, writing a good meta description is actually trickier than it sounds. You say exactly what you need to say, but then the character count is too high. You shorten it, but then it’s not quite capturing your subject any more. SEO shouldn’t be your main objective here. What a good meta description does is drive clicks and conversions. All the more reason to get it right!   Getting Your Meta Descriptions Right It helps when you keep in mind that a meta description serves two functions: To sum up the content of the page at a glance, and To give a click-inspiring call to action. Here are tips on how to write the perfect meta description:   Keep it Subtle with a Gentle Nudge The call to action doesn’t need to be hard-sell either, a direct imperative like “Click here to find out more!” is good enough. Most meta-descriptions work subtly and without force. It’s best to remember that all you are doing is describing the page. If your brand and your title tag are attention-grabbing enough, most of your work is already done for you. The reader is already enticed – now all you need to do is give them a gentle nudge with that small amount of essential information they need to prompt the click-through. Arouse their curiosity and simultaneously promise to satisfy it.   Keep it Conversational and Natural You want to get your primary keyword in there. But, never in such a way that it looks like you’ve shoehorned it in.   Avoid Clickbait! Also, remember to ensure that you are not just creating clickbait that will annoy a reader by promising something your content doesn’t deliver, i.e. let your content match the description.   Keep it Short and Sweet Finally, remember that Google may truncate your description in the search results, so even though you are writing 160 characters, get the main information out in the first 120 at the very most.   Contact WSI OMS for more essential information on great online marketing.   Please follow and like...

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How to Tackle Keyword Cannibalisation

Posted by on Sep 26, 2019 in SEO |

Keyword cannibalisation can cause serious problems for your SEO strategy. The main problem is that, when you realize that you have low traffic to your website, you may not be able to identify whether keyword cannibalisation is indeed the problem. If you can make a positive diagnosis, you may not be able to know what to do about it. The purpose of this short blog is to help with both of these.   • How Do You Identify Keyword Cannibalisation? There may be several reasons why your page is not getting the hits you need, and cannibalisation is only one of them. The best way to determine if this is the problem is to make use of one of the tools designed for this task. Ahrefs, SEMRush and SEOMonitor will all do the trick. Each of these packages will tell you if you have any cannibals and where they are, although Ahrefs appears to be the fastest and most accurate.   • Once You’ve Identified the Problem, What Do You Do About It? There are a number of actions you can take to eliminate your cannibals. The simplest may be the 301 redirects. This entails simply redirecting all your search engine click-throughs to only one of the pages marked with the cannibalised keyword. This will keep the search engines happy and avoid redundancy and confusion. You could also use canonical tags that reference one page to the other. You may find that one page is more specific, while the other covers the same topic in more general terms. You can then use a canonical tag to reference the general one to the more specific one. Both pages thus still exist, but they are no longer eating into each other’s SEO impact. You may instead choose to consolidate your content so that you combine two pages into one, eliminating any unnecessary content, as well as your cannibalised keywords.   WSI OMS is an expert in content marketing and SEO. Contact us for help to create, strategise and leverage the perfect keywords for SEO.  Please follow and like...

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