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Avoid “SEO Creep” (And Unnessary Site Rebuilds)

Avoiding SEO Creep

Search engine optimization is awesome. But just like with everything else, sometimes you need to go back and look at what you’ve done and make sure it all still is relevant and works the way you expect. Unfortunately for many organizations, what they find is SEO that might have worked awhile ago but doesn’t now. The only way to fix it is an entire site rebuild. Granted, site rebuilds are needed every few years anyway, but sometimes “SEO creep” can force you to rebuild more often than you normally would. My latest article for Search Engine Journal tells you how you can avoid this nasty SEO creep and the site re-dos it causes.

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12 SEO Rules to Rock Your New Website Launch

It is important to complete certain SEO tasks when launching a new website.

Launching a new website is supposed to be GOOD for your business. In fact, it is almost mandatory to revamp your website every few years to keep it relevant.

Don’t let what should be a boon for your business turn into a bomb. Neglecting the 12 rules I outline in my latest SEMPost article can cause you to lose the SEO momentum you have worked so hard to build. Before your website launch (or even design), be sure to check these rules.

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Don’t Treat Your Web Marketing as a Project to be Managed

Web marketing can't be managed like other projects.

 

Let’s face it: web marketing is a HUGE animal. To get our “arms around it,” so to speak, it’s tempting to treat it like a project. You know how to handle projects. Or if you don’t, you can always hire a project manager to do it, right?

Um, not so much. We learned the hard way that web marketing can’t be treated as any other project. Learn from our experience by reading my latest SEMRush article that illustrates the four reasons web marketing CAN’T be project managed.

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Long Live Narrowly Focused Keywords

Write authoritative web pages based on narrowly focused keywords.

There is a lot of talk about how keywords are dead to today’s algorithms. I disagree. While we still want to create topically authoritative content, keywords still matter in creating content that is sufficiently focused on a narrow topical aspect.

If you are creating content about flow meters, for example, do you think that you can create a single, topically focused page that will rank highly for just about every flow meter keyword? Probably not, and you likely don’t want to try. This is where both keyword research and keyword organization comes in.

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Are You Chasing Algorithms or are They Chasing You?

Chasing-Algorithms

I’m not much of an algorithm chaser, but I fully understand the need to stay abreast of the algorithm changes and updates. In fact, the best SEOs are those that refuse to chase the algorithms but rather understand what it is the algorithms are looking for with today’s changing technologies.

For the most part, algorithm changes shouldn’t have a significant impact on how we do SEO. SEOs who are doing it right do more for the visitor than for the search engines.

However, because technology changes, as does how people use the web, search engines have to adapt to stay relevant. Which means that there are some factors that will be a part of tomorrow’s algorithms that we’ll need to account for.

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URL Readability Still Matters

URL readability helps search engines and visitors.Over the years, many things that were important for optimization have become less so. But even as the search engines add, remove or tweak the factors in their algorithms, even things that become less important overall are still important.

Quick example: If today the search engines looked at 10 factors for rankings and tomorrow they added 5 more, would you assume that the first ten are no longer relevant? No, of course you wouldn’t. Certainly they are less relevant, but not irrelevant. Each factor went from a relevance of 1 in 10 to 1 in 15, but that doesn’t diminish the the fact that it is still a factor.

It’s with this premise in which we look at SEO. While the search engines look at hundreds of factors, and the weight of each factor changes with each tweak, we still understand that a factor is a factor.

And URL readability is a factor. Do the search engines care about readility? No, but using relevant keywords in the URL can and does play a small role in the ability of the search engines to determine the topic of the given page.

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Don’t Throw Optimized Content Out with Lawyers, Politicians, and Insurance Agents

Don't throw all keyword optimized content and SEOs out with the lawyers, politicians, and insurance agents.

There is an old myth out there that keyword optimized content sucks. There has been some truth to that, much as there is truth to the common belief that all lawyers, politicians, and insurance agents are shysters. Yes, some are, and some “SEOs” have been known to produce really crappy content.

But don’t throw all keyword optimized content and SEOs out with the lawyers, politicians, and insurance agents.

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Stoney’s Interview About Small Business Marketing Plans

Stoney's interview about small business marketing plans for 2015
Digital marketing allows small businesses to compete with the “big boys” in a way that has never been possible before. But what are small businesses doing with this opportunity? Clutch, a research company that provides analysis on leading service firms, sought the answer to that question with their recent survey “Small Business Marketing Plans 2015.”

I was honored to be asked to provide some insights on the survey results. Some of my comments are included in Clutch’s analysis of the survey results, which you can read at https://clutch.co/digital-marketing/seo-ppc-2015-small-business-survey

Here is the entire text of my interview with Clutch Analyst Natalie Beach:

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Yesterday’s Algorithms are Dead Today. Today’s Algorithms Will Die Tomorrow.

Focusing on user factors can help lessen the impact of algorithm changes.

Too many SEOs rely on the search engine algorithms of today to guide their SEO. The problem with that is that algorithms change. Yesterday’s algorithms are gone, today’s algorithms will be dead tomorrow, and tomorrow’s algorithms will be out of date before the next presidential scandal is pushed out of the news cycle by the next scandal.

Search engines change their algorithms as a means to combat manipulation. The problem is, as long as there are algorithms, there will be people trying to manipulating them. So that means algorithms are in a constant state of flux.

But it’s not just spam tactics that get tossed to the wayside. Sometimes legitimate optimization tactics–those designed solely for the purpose of giving value to website visitors–can get thrown away too. Not to anyone’s particular fault, it’s just that signals that were once considered important or valuable are truly less so today. A great example is the Yahoo! Directory. For years getting listed in this directory was an important part of SEO and was a legitimate search ranking signal. Today, not so much. The Yahoo! Directory closed it’s doors in 2014.

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There is No Optimization Without Interaction

There's no optimization without interaction

Are you focused on interactions? If not, all of your “optimization” efforts could be for naught. Interactions form the foundation of a growing web presence by helping you establish links, get business, communicate authority, and maintaining your reputation.

In my latest LinkedIn article, I present the three main focuses of interaction and how to manage them.

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