The Platforms and Content: Because of all this information, your content should be step-by-step instructions with visual guides and images on how to create a wide variety of decorations for children’s rooms. This means that your platform would need to be both visual and instructional. Based on all this I would recommend creating social profiles on Pinterest, Instagram, a Youtube channel, and a blog. You will then want to create a wide variety of kid’s room decoration ideas. These should be posted widely and often on your social platforms.
If you were to ask someone what the difference is between direct and organic website traffic, they would probably be able to warrant a good guess, purely based on the terms’ wording. They might tell you that direct traffic comes from going straight into a website by entering its URL into a browser or clicking a bookmark, while organic traffic comes from finding the site somewhere else, like through a search engine.
Publishing quality content on a regular basis can help you attract targeted organic search traffic. But creating great content that gets ranked higher in the search engines isn’t easy. If your business doesn’t have the necessary resources, developing strong content assets can prove to be a challenge. Which affects your ability to have a working content strategy.
In today’s complex organizations, IT departments are already overburdened and experiencing expertise gaps, shrinking budgets and only so many hours to get IT done. Migrating to O365 is a top priority for many organizations, but it can also be costlier, more complicated and more time-consuming than expected — especially when internal IT resources are already stretched … Continue Reading...
This topic seems actually quite controversial. Google answered the question by what could be taken as a denial. But their answer was kind of open to interpretations. And on the other hand, there are studies (one of them from Moz) that showed linking out has an impact. So, how can you be so assertive? Is it something that comes out from your own experiments?
As a SEO analyst the fact that recent changes Google has made has made it hard for websites to rank scares me a bit but on a second thought I see a lot of opportunity here for growth. Because as SEO gets more challenging true meaningful strategies are now needed to optimize a site rather than just link building and basic on page. SEOrs really need to understand the nature of a client’s business, work on their buyer’s persona & understand their clients Goals. I am a big fan of Point #2 & #3 you highlighted under potential solutions. Local businesses (LB) really need to setup up and take full advantage of Google My Business (unfortunately I don’t see many LBs doing that). With point #1 i.e. demand generation, I am bit confused about how that strategy will unfold for small businesses. This would mean a lot more investment from their end on building their brand equity and brand awareness, but some businesses don’t really have that kind of funding. I mean yes, they can implement aggressive social media strategies and take advantage of GMB but that will still be very challenging I feel. Maybe a bit more information on how we can generate demand for small businesses be helpful!
When a search engine user in the targeted area searches for the keywords or keyphrases that you chose, your ad enters an immediate online auction. Your ad is displayed when it matches bid and relevancy criteria, so you want to make sure that you have an appropriate budget size, and that you are bidding on keyphrases relevant to your products/services (such as those indicated on your website or landing page). You are not charged when your ad is displayed, but rather when someone clicks on your ad to take further action.
Not every single ad will appear on every single search. This is because the ad auction takes a variety of factors into account when determining the placement of ads on the SERP, and because not every keyword has sufficient commercial intent to justify displaying ads next to results. However, the two main factors that Google evaluates as part of the ad auction process are your maximum bid and the Quality Score of your ads.

These types of keywords each tell you something different about the user. For example, someone using an informational keyword is not in the same stage of awareness as someone employing a navigational keyword. Here’s the thing about awareness. Informational needs change as awareness progresses. You want your prospects to be highly aware. If you’re on a bare-bones budget, you can be resourceful and achieve that with one piece of content.
This is both a challenge and a great opportunity. The challenge is because the organic spots aren’t what they used to be – there used to be ten organic spots on the first page to compete for – and only five above the fold, (which refers to the vertical limitations of a user’s screen and the amount of content one can view without scrolling). Now there might be local search results, news releases, images and video included in the results – many of those above the fold. What’s the new number one spot? Is it the first local result, news release, or organic listing?
Optimize for opt-ins. Make sure you lead to something more than your content. What this means is that when people read your content, they must know where to go next. This may come in the form of a call to action or your offering of additional content, appearing perhaps as a PDF. Growing organic traffic is important, but it doesn’t matter if you are not converting those viewer into leads. Your business doesn’t pay its bills using raw traffic.
Remember that users enter search words into search engines based on their interest. The matching keywords and phrases you choose for your campaigns help determine if your ad will display when users search online. But be aware, other advertisers may also be using the same keywords. That creates competition with your ad campaign. What can you do to win? One solution is keyword bidding.
These types of keywords each tell you something different about the user. For example, someone using an informational keyword is not in the same stage of awareness as someone employing a navigational keyword. Here’s the thing about awareness. Informational needs change as awareness progresses. You want your prospects to be highly aware. If you’re on a bare-bones budget, you can be resourceful and achieve that with one piece of content.
Organic search is a method businesses use when they want to rank high on a search engine’s results page without having to invest in an ad campaign. Usually, this method involves using optimization practices on web pages and blogs and linking strategies, and conducting industry keyword searches that search engines view as valuable. Search algorithms are not entirely known, but marketing experts carefully study results to gather insight into how Google and other search engines rank pages. Some of the organic search engine optimization practices also include using relevant keywords on a page title, regularly posting optimized-blog articles to your site, and engaging with customers on social media platforms. This process takes time. The more you post and optimize your pages, the higher your results, as search engines see your content as relevant and trustworthy.
That's why it's necessary to always stay abreast of developments in the SEO world, so that you can see these algorithm updates coming or you can determine what to do once they’ve been released. The WordStream blog is a great resource for SEO updates, but we also recommend Search Engine Land and Search Engine Roundtable for news on updates. Glenn Gabe of G-Squared Interactive is also a great resource for analyzing the causes and impact of algorithm updates.

The second is to really avoid promoting yourself, or your services, or your business, in these groups when you first join them. Like with any social network, you really need to build trust. And the best way to do that is to simply engage with the content that’s already there. Start replying and making genuine comments about the content being posted by people that could be prospects for you.
I agree with the point that a small or medium-sized business will have limits for budget and resources in generating brand search, but I wouldn't say that stops them from potentially producing huge growth there if they do something interesting/innovative etc. I can think of quite a few small to medium sized brands that have more name recognition than larger companies in their space. The challenge is that many of those brands are led by people who are very good at generating marketing and publicity - it's harder for small brands to be able to afford to pay for a top level consultant or agency.
It works in a similar way as a canonical tag does to show when a duplicate version of a page exists. But in this case, it helps Google index local content easier within local search engines. It also helps to pass trust across sites and improve the way Google crawls these pages. To know more about how errors you should not make when it comes to hreflang tags, you can check our previous article.
Using this data can help you identify additional “buyer” keywords to target and what keywords to stop targeting. Keyword research, content marketing, and link building are things that you need to constantly be doing, even when you reach the top of the search rankings. Many businesses think that they can slow down these efforts once they reach the top, but easing up on your SEO strategy will see your competition take over the top position if you are not continually improving your search engine optimization effort.

Search engines reward you when sites link to yours – they assume that your site must be valuable and you’ll rank higher in search results. And the higher the “rank” of the sites that link to you, the more they count in your own ranking. You want links from popular industry authorities, recognized directories, and reputable companies and organizations.
Organic products have shifted from being a lifestyle choice for a small share of consumers to being consumed at least occasionally by a majority of Americans. National surveys conducted by the Hartman Group and Food Marketing Institute during the early 2000s found that two-thirds of surveyed shoppers bought organically grown foods. For a literature review of organic consumer studies, see the ERS report:
Good point,The thing with this client is they wanted to mitigate the risk of removing a large number of links so high quality link building was moved in early before keyword research. So it is on a case by case basis, but defiantly a good point for most new clients I work with who do not have pre-existing issues you want to do Keyword Research very early in the process. 
Usually, paid links will have an indicator next to them (in the example above, the words “Sponsored” and “Ad” fill this role) while organic links are left bare. You’ll likely remember seeing paid posts on other websites like LinkedIn, Facebook, Twitter and Instagram. You may have even seen sponsored posts on industry websites, where brands will pay a publication to write about their product or something related to their business.
The position of a link on a search results page is important. Depending on the search term, organic search results often make up only a small portion of the page. Since ads are at the top of the results page, on a device with a relatively small display -- such as a notebook, tablet or smartphone -- the visible organic search results may consist of only one or two items.
In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However Google implemented a new system which punishes sites whose content is not unique.[35] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[36] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[37] by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognised term of 'Conversational Search' where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words [38]. With regards to the changes made to search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.

Together is better! For many businesses, the best approach is a mix of both organic and paid search results. The advantage of this approach is that organic rankings give a business credibility and evergreen search results. Paid search (PPC) provides immediate top-of-the-page listings and greater click through rates, i.e., sales, when consumers are ready to purchase.


So, Google has accepted the reconsideration request, you can now move forward with creating high-quality link building and a content creation strategy. I see every one creating threads about great content marketing examples, but the problem is that most of the time these are big business examples. SME’s and start-ups do not have big dollars to do such things, so the next best thing is to is to create a content market calendar for your clients. 
BrightEdge is the only technology that allows marketers to get an accurate understanding of how organic search rankings are tied to business value. It allows customers to track actual placement among all types of search results. BrightEdge users can switch data and reports between blended and classic rank results to gain more visibility and insight into the effects of local, images, videos, and more. You can also see how your content is performing across device types, like mobile, and in different regions within the same country. The image below from BrightEdge StoryBuilder shows Classic Rank in blue and significantly different rank for Blended or Universal results, which include universal rank types such as quick answers, images, videos, and shopping.
Search engine advertising (SEA) is an efficient and affordable online marketing strategy that helps your company website enjoy greater visibility by advertising on Google using varying methods. We differentiate between Google Ads, which are paid advertising, and the organic search results, whose ranking is determined only by the search algorithm. When you advertise on Google, text is displayed above, next to, or under the search results if it suits the search query, and is identified through the "ad" label. Aside from this, there is little difference between them and the snippets (text extracts from websites) in the middle. Ads on google are free initially; the clicks that the advert generates are billed. The price per click depends on your budget and how accurately your website is suited to the search query. As Google is by far the most used search engine in the US, search engine advertisement here is among the most profitable. AdWords is a program that Google uses to sell its adverts worldwide. With our tool you can invest in Google-AdWords campaigns in just a few clicks. The 1&1 experts can give you advice on finding the Google advertising plan that's right for your budget and takes into account the right keywords. With the right strategy for search engine adverts, you can then directly and efficiently target potential clients.
If it’s someone that’s heading up products, they should probably talk a lot about product development, or product strategy, versus marketing. I think speaking to the core skill set of the executive or individual that you want to be a thought leader, and then similarly building out a content strategy and plan around the frequency and the topics that they plan to cover.
This is the number of views that you can test each month on your website.It's up to you how you choose to use them, either by allocating all the views to one test or to multiple test, either on one page or on multiple pages. If you have selected the 10.000 tested views plan and you run an experiment on your category page which is viewed 7000 times per month, then at the end of the month 7000 is what you'll be counted as tested views quota.
Usually, paid links will have an indicator next to them (in the example above, the words “Sponsored” and “Ad” fill this role) while organic links are left bare. You’ll likely remember seeing paid posts on other websites like LinkedIn, Facebook, Twitter and Instagram. You may have even seen sponsored posts on industry websites, where brands will pay a publication to write about their product or something related to their business.
Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.[53] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.[54]
Google's search engine marketing is one of the western world's marketing leaders, while its search engine marketing is its biggest source of profit.[17] Google's search engine providers are clearly ahead of the Yahoo and Bing network. The display of unknown search results is free, while advertisers are willing to pay for each click of the ad in the sponsored search results.
The thing about SEO in 2018 is that Google changes its algorithms more than once a day! Reports say that the company changes its algorithms up to 600 times a year. While the majority of those updates consist of smaller changes, among them is the occasional, major update like Hummingbird or Panda that can really wreak havoc with your traffic and search rankings.
Everyone wants to rank for those broad two or three word key phrases because they tend to have high search volumes. The problem with these broad key phrases is they are highly competitive. So competitive that you may not stand a chance of ranking for them unless you devote months of your time to it. Instead of spending your time going after something that may not even be attainable, go after the low-hanging fruit of long-tail key phrases.
When you’re truly faced with the dilemma, “Organic vs. paid search traffic?” don’t get too worked up. There’s always a solution to your specific situation – trust us, we deal with it all of the time! Every business is different and has different goals, so the perfect search marketing mix does exist for your company. First, think about each of these bullet points, and at the end ask yourself, “Am I willing to commit?”

Hi Rand! Thanks for a really informative and thought provoking Whiteboard Friday. I agree with Namrata about the challenges to local and small businesses that all the rapid changes with little to know warning from Google as far as they're concerned. In many cases, they're just rapping their heads and marketing strategies around having someone create and optimize their website and content for how Google SERPs used to work, and even with basic GMB listings, they have been unaware or unsure of how to use them. Some have been taken advantage of because of lack of understanding and awareness of how Google listings and GMB work and that it's free.


Additionally, there are many situations where PPC (a component of SEM) makes more sense than SEO. For example, if you are first launching a site and you want immediate visibility, it is a good idea to create a PPC campaign because it takes less time than SEO, but it would be unwise to strictly work with PPC and not even touch search engine optimization.
Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[15] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[16] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[17]
Apart from the above mentioned factors, analyzing your competitors’ social strategy, the industry your business falls into, and individual social platforms will also help you in deciding the right social strategy. For instance, last year Facebook reduced the exposure of organic content, so for exponential results on Facebook a brand must go for paid ads.
The last thing you need to do is evaluate the results and simply do it all over again. You will need to be constantly reassessing your organic marketing plan. The situation, audience, and goals will be constantly changing. Your marketing plan will need to change to adapt to this flux. You should reevaluate your organic marketing strategy at least every quarter.

Pay-per-click (PPC) campaigns generate paid traffic. The goal of running a PPC ad campaign is to increase visibility of and traffic to your website by showing up in the paid search results – you can identify ‘paid’ results easily as they are brief advertisements separate from the organic results. These ads are prompted when a user types in a relevant keyword into the search engine.
Consumer demand for organically produced goods continues to show double-digit growth, providing market incentives for U.S. farmers across a broad range of products. Organic products are now available in nearly 20,000 natural food stores and nearly 3 out of 4 conventional grocery stores. Organic sales account for over 4 percent of total U.S. food sales, according to recent industry statistics.
Beyond organic and direct traffic, you must understand the difference between all of your traffic sources and how traffic is classified. Most web analytics platforms, like Google Analytics, utilize an algorithm and flow chart based on the referring website or parameters set within the URL that determine the source of traffic. Here is a breakdown of all sources:
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