The Distinct SEO Web Marketing BlogDiscuss the latest topics on web marketing, SEO, branding, and organizational development.
The challenge for any copywriter is constantly finding exciting and fresh content. That can be easier to achieve if the subject matter is particularly interesting. It’s far more interesting to talk about beauty or cars than it is about tax documents or legal jargon. When writers encounter an obscure, untapped, or an industry where searches have little knowledge (therefore don’t search for very much), including B2B customers, generating any content–let alone fresh–takes skill and some strategies.
For example, we work with a number of different law firms and one of the challenges is developing resources for prospective clients. What may seem like boring paperwork and legal jargon doesn’t amount to very interesting content at first glance. But there are opportunities, it just requires a little more creativity to discover.
For one law firm we leveraged a common question clients were raising. We then provided a resource surrounding a topic that had little information available online, yet one where the law firm had expertise. Even though it was “legalese” it had appeal readers because it dealt with a particular injury they would have suffered. An exploration on whiplash injuries “WAD 1 2 and 3 means very little unless you’ve been injured in an accident. If you have, you will inevitably search for more information.
How can you find your own untapped content opportunities?
Here are 5 strategies for you to use when generating unique and interesting content for difficult markets.
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Earlier in March, Google announced they were rolling out in mobile first indexing after a year-and-a-half of experimentation. That migration period appears to be over. Google is now officially displaying an index based on the mobile-site first.
What does this mean for you and your business?
At Distinct SEO, we offer SEO audits and training for small businesses. However, if you have some basic web skills, there are a lot of good tools to help you perform SEO audits on your website. 5 years ago you needed someone with SEO expertise to run through your website with a fine tooth comb and make recommendations. Although more complex websites will benefit from having an expert audit, technology has progressed far enough that you’ll capture most glaring efforts on your own.
One such tool is the recently released Lighthouse extension for the Chrome browser. It’s made by Google and was built with the purpose to,
….be an automated auditing tool for improving the quality of web pages. It provides a well-lit path for improving the quality of sites by allowing developers to run audits for performance, accessibility, progressive web apps compatibility and more. Basically, it “keeps you from crashing into the rocks”, hence the name Lighthouse.
The SEO audit category within Lighthouse enables developers and webmasters to run a basic SEO health-check for any web page that identifies potential areas for improvement. Lighthouse runs locally in your Chrome browser, enabling you to run the SEO audits on pages in a staging environment as well as on live pages, public pages and pages that require authentication.
Google recently announced that their browser Chrome, will start popping up messages to browsers who encounter unsecured websites starting in July. That means any non-secure website (http://), their visitors using the Chrome browser will get a pop up saying the website is not secure. This is surely have a negative impact on visitors unless a fix is made.
What needs to be done? If you are not running https (SSL) on your website then you need to install one. Sometimes web hosts will have a free option. Most of the time you’ll have to install one for your website. There are a few options depending on what kind of website you have, but the simplest version will run you about $10.
Google Webmaster Central is constantly updating and unveiling new tools for web owners. Depending on your level of expertise the features provide significant insight about your website.
For updated guidelines provide the latest best practices for web site optimization. In particular, focus on the aspects of mobile responsiveness which is quickly becoming crucial to any web presence. How far you go with these guidelines depends on your capacity and time to implement changes. This is why you may want to hire an SEO to help. The guideline offers some tips to help find a reputable consultant.
Check out this graph from StatCounter.
Mobile devices coupled with tablets now outstrip the use of desktop as the primary device for users. Google unofficially confirmed the results when an engineer nonchalantly commented on the topic at a recent event.
That data reflects the US. Canada is slightly different (I assume it’s related to the astronomically high data prices Canadians are gouged with.)
What’s the main takeaway from the charts? Simply, how well does your website respond/perform to mobile devices. Is it well designed? Do the action items display properly, are you getting the right conversions? If not, you’re missing the bulk of visitors now.
You can test your website using Google’s mobile friendly test online.
There are only a handful of true competitive advantages, and fewer still when you move online. Brand, however, is one that you must develop and leverage if you’re going to differentiate yourself from the crowd.
One the applications to ensure you leverage your brand as best you can online is with proper website design and structure. I want to look at the structure of one of the most important elements to help your brand get noticed online in the search results–the title element.
These are unofficial results since we didn’t do a thorough test, nonetheless, our comparison of major social media platforms yields one that consistently performs above the rest in terms of attracting engagements. The winner?
Google has made an official comment, a warning, for the use of guest posting for the sake of SEO. There are numerous websites that rely on guest posting for content, and in return offer a link back. Here’s the grey area, how does Google determine what is quality content and what’s been created to manipulate search? Their post of best practices suggests they can tell the difference, which wouldn’t surprise me.
How does this impact the average user? If you’ve remained focussed on creating valuable content for your readers/target market, then you’re fine. If the value you offer from your website is for content writers and the link they could get, then you’re on the radar for a possible ‘penalty’.
More from Google: