Case study: On-page + off-page SEO working together = success

I encounter many people who believe the basic blocking and tackling of search engine optimization (SEO) execution is losing its value, but I find doing this basic hard work still works incredibly well.
In today’s post, I’m going to share a case study of a travel site whose business plan incorporates a straightforward approach to creating highly differentiated content on their site and then promoting that content effectively. They believe in building and marketing content with a high focus on the end user, and as you will see, the results are impressive.
Disclosure: The company discussed in this post, kimkim, is a client of my company.
Business overview
kimkim is an online travel company founded by a team of experienced entrepreneurs and engineers who played key roles at companies including TripAdvisor and EveryTrail. Their mission is to push the travel industry toward a more authentic and local experience while still maintaining high quality and consumer trust. This is achieved by partnering

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5 content distribution strategies for 2018

I personally feel that the most overused digital marketing phrase is “Content is king.”
Yes, content is important. Google loves quality content. Your visitors love content. But writing content for the sake of writing content simply makes no sense. If your marketing department has a mandate that you must write x number of blog posts per month, you need to change direction — and here’s why.
On WordPress alone, 86.4 million blog posts are published every month. That’s a lot of content! Sadly, most of the content that’s posted is not well written and will never see the light of day — much less the first page of Google’s search results.
Simply put, there are only a few spots on the first page of Google, and the chances of each of your blog posts making it on the coveted first page of Google for the keywords you’re targeting are slim to none. This is especially true for brands that have

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5 local search tactics your competitors probably aren’t using

Local SEO is competitive and fierce. With more and more local businesses vying for the Google local three-pack — and ads and online directories occupying a large percentage of the remaining SERP real estate — your local SEO strategy has to be aggressive.
So, what can you do to outrank your local competitors down the street, especially when you’ve all got the basics down? One approach is to use local SEO tactics that your competitors may not know about or aren’t using. Here are five local SEO tactics you can implement to help get ahead of your competitors.
Google Posts
First, every local business should claim their Google My Business (GMB) listing. It’s a must-do. Non-negotiable. If you don’t claim your Google My Business listing, you essentially don’t exist online! (Okay, that’s an exaggeration — but not claiming your GMB listing will significantly diminish your chances of showing up in local search results.)
Of your competitors who claim their Google My Business listing,

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Four brand-building activities that lay the foundation for SEO

At Google’s inception, one innovation differentiated it as a search engine: It used information gained from off-site sources to inform its estimation of the relevance, importance and quality of pages in its index. Originally, this source of off-site information was the network of links found by crawling the web.
Nearly two decades later, in 2017, with countless other rich data sources at its disposal, Google uses a more diverse and sophisticated set of data to determine just how big a deal you really are in the marketplace. In my experience over the past 10 years working in SEO, Google has always been pretty good at making this determination, and the signals have become harder and harder to fake over time.
At this point, the most efficient and sustainable path to making your company look like it is a significant player in the marketplace is to become a significant player in the marketplace. What does that mean for SEO folks?

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8 simple ways to utilize a blog to improve SEO results

Seemingly every company has a blog these days. Unfortunately, very few organizations fully capitalize on their blog content to maximize SEO results. Here are eight simple ways a blog can improve your website’s organic visibility, traffic and results.
1. Create a compelling name for your blog
It irks me when I go to a company’s website and the name of the blog is… “Blog”! I urge marketers to be creative and more descriptive when naming the blog section of a website. Your blog name is also an optimization opportunity. Ask yourself these questions:

What is the overarching theme of the blog?
What would be a compelling description in my industry?
Can I incorporate important SEO keywords in the blog’s title or name?
Specifically, who am I trying to reach?

Coming up with a descriptive name and optimizing around a theme can lead to incremental organic traffic. For example, office supply retailer Staples has its “Staples Business Advantage blog,” which discusses topics ranging from office productivity

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The changing SERP: Understanding and adapting to dynamic search results

Consumer search behaviors are changing rapidly. According to a recent report from BrightEdge (disclaimer: my employer), 57 percent of searches now begin with a mobile device, and last year Google revealed that voice search has increased to about 20 percent of all Google mobile search queries.
And of course, Google is constantly adjusting their SERP layout in order to better align with a searcher’s context and expectations. Consumers now expect to see rich content in SERPs that includes not just standard text listings, but video, images, local map results, featured snippets and more. The standard organic listings themselves also sometimes feature rich snippets, which enhance the listing by presenting information in a way that is easy to scan and often visually appealing.
Paid search ads have changed as well — in 2015, Google doubled the size of its highly visual product listing ads (PLAs), and last year they announced that up to four search ads could appear for “highly commercial queries,”

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The four pillars of an effective SEO strategy

SEO can be complicated — in many cases, overcomplicated. How many ranking factors are involved in generating strong organic search results? Ten? Twenty? Thirty? Two hundred?
A quick search for “SEO ranking factors” will give you all of these answers and myriad others. There is a lot of information out there. And the reality is, while there are likely hundreds of variables working together to determine final placement, much of what is suggested is guesswork. And certainly, not all ranking factors are relevant to every business.
Point being, it is easy to get lost down an algorithmic rabbit hole. It’s information overload out there, and you can spend all your time on a research hamster wheel and achieve very little.
In this article, I want to simplify things and outline the four main areas you should be focusing on with your SEO. Really, when it comes down to it, SEO is actually pretty simple at a strategic level.
The four pillars of

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10 ways to generate links with online influencers

You may be thinking that no one wants to share your content, but the opposite is actually true: Because they post so often, online influencers are always looking for interesting content to share. All you have to do it research, create and position the right content opportunities to influencers so they will want to start working with you.
If you’re not sure what angle your organization should take to work with online influencers, consider the following angles: unique content sharing, product promotion, sponsorships and relationship building.
You’ll also want to be sure you are familiar with the FTC Guidelines surrounding influencer disclosures, as well as Google’s guidelines on the issues.
Produce unique content
Producing fresh content that is engaging and interesting to your target audience is what entices industry influencers to share. In addition to “how-to” posts, consider creating studies and long-form content and developing discussions that push industry issues. Because content is so competitive, it’s crucial to take an angle

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How to conduct an SEO content audit

Google has thrown a ton of changes at marketers over the last few years. From major algorithm updates to voice search, all of these changes follow Google’s ultimate goal of creating the best search experience for its users.
The upshot is that it’s not enough to develop and optimize website content for just search engines anymore. As better language processing has become a major focus for improving search results, your brand’s site content is no longer speaking to search engines alone, but to actual people.
To appeal to both people and search engines, brands must evaluate their site content through an audit process to discover what may (or may not) be working and determine where to improve. A website content audit is the cornerstone of your entire content strategy.
When done right, a content audit helps to determine whether your website content is relevant to not only your brand goals and marketing objectives, but also to the customer’s needs. Audits

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Top 6 tips for SEO for SaaS

As with many industries, Software-as-a-Service (SaaS) businesses face unique tSEO challenges and opportunities. 
Before I started Marketing Mojo, I spent many years as an SEO in the technology industry. The last position I had before starting my agency was working for an online survey company, WebSurveyor, that was a competitor to Survey Monkey.
Based on this experience and what I’ve seen since, I want to share six of my top search engine optimization tips for SaaS companies.
1. Lead generation or SEO?
One of the bigger questions that SaaS companies (as well as many B2B companies) face when approaching content optimization is the question of gating content for lead generation or leaving it open for SEO benefits.
If you choose to gate content for lead generation, you’ll likely want to block search engines from indexing that content directly. Otherwise, you risk visitors finding your content via Google or Bing and bypassing the lead generation form altogether, which may hinder your lead generation goals.
For example,

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