If you take full advantage of social media to promote your top quality content, you want to keep in mind that engagement matters for SEO. Engagement helps to not only improve your online reputation but also to make connections and generate leads for your business. Content that gets tons of engagement on social media platforms will rank for the topics they cover. According to Moz, “to determine success, an algorithm looks at whether users engaged. If more people engage that’s a clear sign that their algorithm is showing this right content; if not, their systems will audition other content instead to find something that generates that interest.”

Melissa: I completely agree. And the other thing about them adding and the way they’re added in the LinkedIn video option is that there’s an auto play. So as folks are scrolling through their feed, they’re more likely to stop with this video that just kind of starts playing, as well. I think that’s a big opportunity to really get some more eyes on your content.


Writing blogs for your website not only helps with organic search engine optimization, but it provides valuable information for your potential customers and website visitors, among other things. Writing blogs about the industry you service will provide a place for you to insert your keywords plenty of times, while keeping the information relevant and helpful. On top of that, it makes your business look like an industry expert. A well-written blog makes you look more credible because of your level of expertise. Blogs that optimize for keywords will ideally be anywhere from 500 to 2,000 words, but not everyone has the time to crank out blogs that size every week. However, posting shorter blogs still provides value to your client base and potential customers.

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?”
In order to quickly identify the correct content and websites that will meet their needs almost all users will use a search engine such as Google. Typing a query into a search engine will generate a set of results that are a combination of paid and organic search listings. The user can then choose the most relevant link from these results or search again if the results are not helpful.
Search Engine Optimization (SEO): Maximizes search result exposure by targeting and driving Web traffic and ultimately delivering increased sales. The majority of search engine page results come from unpaid or organic search. SEO optimizes websites to ensure top search engine placement, such as Google, as only 15 percent of searchers continue beyond page one.
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Encourage incoming links. Google prioritises sites that have a lot of incoming links, especially from other trustworthy sites. Encourage clients, friends, family members, partners, suppliers, industry mavens and friendly fellow bloggers to link to your site. The more incoming links you have the higher your site will rank. But beware SEO snake oil salesmen who try to trick Google with spammy links from low-reputation sites. Some links can actually damage your SEO.
With the advanced search feature, I always recommend that after you put in your demographic information, you check the option for second degree connection. And the reason for that is it’s really powerful to be able to ask whoever the mutual connection is to make an introduction, or to use them as a reference in your introduction. I know even for myself that I’m much more likely to respond to someone who knows someone that’s already within my network. And I’ve seen this and I’ve heard about this working really well for a lot of different sales folks, telling me how just even name dropping a single person got them that initial phone call.
With stats like that, you’re probably wondering why you should even bother with organic posts. Although organic reach is low, it’s still important to have an active, consistent presence on social media. Your Facebook page, Instagram account, Twitter profile, etc. are often where people turn to for updates from your company or to ask questions. Low organic reach doesn’t mean you should stop posting organically all together—it means you should focus more of your efforts on a paid social media strategy while maintaining a solid organic strategy.
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.
In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[32] On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[33] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[34]
Organic Search: Organic search results are the listings of Web pages returned by the search engine’s algorithms that closely match the search string of keywords. Marketers use SEO and content assets to get high search engine rankings. The goal is to be on the first page and then move into the top three rankings for specific keywords. That’s because the advantages of organic search are dependent on visibility. The higher the ranking the more pronounced the advantages. They all but disappear if your listing is not on the first page.
The typical Web user might not realize they’re looking at apples and oranges when they get their search results. Knowing the difference enables a searcher to make a better informed decision about the relevancy of a result. Additionally, because the paid results are advertising, they may actually be more useful to a shopping searcher than a researcher (as search engines favor research results).

For our client: We rolled out a successful implementation of rel="author" for the three in-house content writers the company had. The client had over 300+ articles made by these content writers over the years and it was possible to implement rel="author" for all the aged articles. I advise anyone who has a large section of content to do so as it will only benefit the website. We were also in the process of rolling out further schema markup to the site's course content as it only has a benefit for CTR.
It increases relevancy: Siloing ensures all topically related content is connected, and this in turn drives up relevancy. For example, linking to each of the individual yoga class pages (e.g. Pilates, Yoga RX, etc) from the “Yoga classes” page helps confirm—to both visitors and Google—these pages are in fact different types of yoga classes. Google can then feel more confident ranking these pages for related terms, as it is clearer the pages are relevant to the search query.
As you can see by the example above, organic marketing tactics are natural, authentic, and value-based. The benefits that businesses reap from these tactics are cultivated over longer periods of time, ultimately helping you build a brand that customers want to visit regularly. And although you’re doing less “pushing” with organic marketing, when done right you can still generate a steady stream of loyal traffic. Remember, this is about building high-value brand equity and industry authority with your customers. You’re not just attempting to drive sales here; you’re working hard to engage and educate your target audiences.  
The HTML tag is meant to be a concise explanation of a web page’s content. Google displays your meta description beneath the page title in their organic results. While meta descriptions aren’t as important as page titles in your Google ranking, they do play a big role in getting clicks from users. People read descriptions as a preview of your page and use it to determine if your content is worth visiting. You should keep your meta descriptions to under 150 characters since Google won’t display text beyond that. You should also include target keywords in your text, since any words matching a user’s search query will be displayed in bold.
This is a crucial area. If you do not have schema markup and rel="author", you are costing your business money. It is as simple as that. As an example, say I want to make spaghetti (pasta) for dinner I search for “Spaghetti Recipe” and instantly I see some great markup in play, but one competitor has no markup and no rel="author" they are losing business in my eyes. Wouldn't you agree?.
The Budget: The average lifetime value of a customer is $450. You know that the average purchase is $35. The business makes 20% profit on all sales. Most returning customers buy once a month. Your current monthly sales are $16,000 with a slight increase when seasons change. A steady increase in sales over six months to a 15% increase by month six would mean a total sales increase of $8,400 over the six months and a total lifetime value of around $30,900. Spending $3,000 on the six-month organic marketing campaign would see a return on investment of 106%. The advantage of organic marketing is that it keeps working even after the campaign has ended. This means that the ROI would actually be higher.
Internet marketing professionals refer to search that isn’t organic as paid search. Instead of organically, or naturally, reaching the top of the search results for a particular keyword, businesses can pay to get noticed. So, paid search is a bit like doing a local endorsement, TV ad or radio spot—but for the internet. When a consumer types in a search term that you’ve incorporated into your campaign, your ad will show up at the top of search page results, above the organic results. Sometimes, your ad may appear in the sidebar. Only if the consumer clicks on your ad do you pay anything.
Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.[1] SEO may target different kinds of search, including image search, video search, academic search,[2] news search, and industry-specific vertical search engines. SEO differs from local search engine optimization in that the latter is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.

Guest blogging and infographic distribution are great ways to attract high quality links. Do not focus on the total number of links. Spend your time focused on quality links, from websites that are highly relevant to your business. If any SEO company tells you that they can rank your website virtually overnight you need to turn around and run away…fast. Google will continue to refresh their Panda, Penguin, and Hummingbird updates, so make sure that you are focusing on quality rather than quantity.

When you’re trying to drive traffic to your website, it’s crucial that you get only relevant people to see your listing. Or else there’s no use getting a ton of visitors. When you’re doing SEO, you may or may not get the right people to visit your website. But it’s not the same with PPC ads. Your ads are laser targeted towards users who are actually searching for your product or service.

What this means is that if someone visits a website and is logged into their Google account, the site owner cannot see the search keywords they used to get there. This has resulted in a great deal of organic traffic being incorrectly marked as direct. The same thing happened to Apple iOS 6 users carrying out Google searches through the Safari browser, after the operating system’s privacy settings were changed, as Search Engine Land reports.
A good call to action has a clear message and action. It should move people in the direction of purchasing. On a blog post, a good CTA may point people to more in-depth content like an e-book. It can also point people to your products and services. However, the in-depth content is more effective. You can then pitch your product or service using the in-depth content.

He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
An important thing to note is the effect that localized searches will have on search engines. For example, say you’re in Atlanta and you’re looking for a photographer for your wedding. When you search “wedding photography” it wouldn’t be helpful to see results of photographers in Los Angeles. This is why Google takes into account where you are when you search for certain words, and shows you listings from businesses that are close in proximity to you.
Organic search should not be viewed as just one of many different marketing strategies. Instead, it should be the cornerstone of your efforts. Your materials should all be optimized to maximize their appearance on the SERPs. You should also be using the insights that can be gleaned from organic search to inform the rest of your marketing endeavors.
Social is no longer just about conversation and content; it’s now an established channel for customer acquisition, remarketing and engaging existing fans/customers to support retention programs. It may be relatively immature compared to search and email marketing but it’s a channel in which most ecommerce teams are ramping up investment (people and tools).
Student teams that demonstrate strong Google Ads knowledge, develop a thorough online marketing strategy, execute optimized Google Ads campaigns and provide a post-campaign analysis with future recommendations for their nonprofit partner will receive a personalized certificate from Google recognizing their academic achievement and social impact. Top performing teams also have the opportunity to submit their story to be featured in Google’s Social Impact Spotlight Series, as well as Hangout on Air with Googlers near and far.
Most organic sales (93 percent) take place through conventional and natural food supermarkets and chains, according to the Organic Trade Association (OTA). OTA estimates the remaining 7 percent of U.S. organic food sales occur through farmers' markets, foodservice, and marketing channels other than retail stores. One of the most striking differences between conventional and organic food marketing is the use of direct markets—Cornell University estimates that only about 1.6 percent of U.S. fresh produce sales are through direct sales. The number of farmers' markets in the United States has grown steadily from 1,755 markets in 1994, when USDA began to track them, to over 8,144 in 2013. Participating farmers are responding to heightened demand for locally grown organic product. A USDA survey of market managers. ERS research found that demand for organic products was strong or moderate in most of the farmers' markets surveyed around the country, and that managers felt more organic farmers were needed to meet consumer demand in many States. See the ERS report for more on this topic:
Every one of those engagements can amplify a post tenfold depending on the size of their network. And really you’re educating them on, ‘Hey, when you engage with our content,  you’re not only just liking the content, but you’re opening that content up to all of your network, which can ultimately help with building the business’ bottom line, getting more awareness, which in turn drives more leads, and helps move people down the funnel, they build trust when they see your name more often.’
There is absolutely no reason why your on-page optimization should not be perfect. It can mean the different between your website showing up on page three of the search results and your website being the top listing. We encounter so many local businesses that simply ignore their on-page optimization (or the prior SEO company didn’t optimize correctly).
Step #3: Calculate your ROI based on the right performance indicators The performance indicators will depend on the objective you selected in the first step. Want to generate leads? You could track your new subscribers. Want to increase engagement? You could track clicks, comments, shares, etc. Let’s go with the first example: Your goal is customer acquisition. You’ve already set up tracking for sales conversions. It’s time to dissect your organic search traffic.
Understanding the working mechanism of social algorithms is not a piece of cake. The algorithm for each social platform works differently. For instance, on Facebook, a core factor that affects the rankings of a post is its relevancy score, whereas on YouTube the total watch time of the video per session decides whether a video enters a ‘Recommended Video’ section or not.
You may be wondering, why pay to show up in search engines and have people click on your website pages? Can’t you just improve your website’s SEO and get online visibility and organic clicks for free? The answer is that organic search isn’t actually free. SEO strategies are very beneficial to your business, but SEO takes time to take effect, (up to 6 months) and the tactics involve a lot of work toward producing quality content. With SEM/pay-per-click advertising, you see results right away, in the form of your business name on page one of a search.
Organic search should not be viewed as just one of many different marketing strategies. Instead, it should be the cornerstone of your efforts. Your materials should all be optimized to maximize their appearance on the SERPs. You should also be using the insights that can be gleaned from organic search to inform the rest of your marketing endeavors.