There are a lot of phases to the buying cycle. Searchers begin with a thought and then start researching answers via their favorite search engine. As they learn more about their query, they move into shopping and buying modes that hopefully lead them to a satisfied purchase.
In each phase of this cycle, the searcher is typing in a unique set or words or phrases. Each search is designed to provide more relevant information than the last. As the searcher learns, the search phrases reflect what they know and what new information they need.
There is value in building a website that provides information to each of these searchers, but the value in each isn’t the same. By understanding the full marketing value and potential of your website, you can build an effective sales funnel that provides each and every visitor the information they need to make the decision you are hoping for.
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I’ve worked with a number of website designers and developers over the years, many of them good people with a plethora of skills I couldn’t even dream of having. But one thing gets under my skin: when developers claim to know SEO when they clearly don’t.
Many developers do have a solid grasp and understanding of SEO concepts and some even dig in to become tried and true SEOs as well. Those that fit this latter group are few and far between, and those from the former group know as much about managing an SEO campaign as a community organizer knows about managing a country.
Many (but not all) developers know what it means to create a search engine friendly (SEF) website. But that is not the same thing as optimizing a website for top search engine ranking performance. Think of building a website as building a car. You may have created a high-performance machine, but it’s not ready to compete in the Indy 500 when it rolls off factory assembly line!
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Getting the most value from your SEO investment isn’t always easy. There are a lot of factors that go into every SEO campaign and it’s not always easy to cut something out without negatively affecting something else, or worse, the entire campaign. I addressed some of these issues in my last post linked above, and here I wanted to provide some additional insights on ensuring your SEO investment is a valuable one.
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What makes a good SEO? Is it just about having knowledge of search engine algorithms, being able to tweak code for the biggest ranking impact, or inserting keywords into a page to give it a better keyword focus? Is SEO all about search engine rankings or is there more to this than meets the eye?
Several years ago I wrote, “Gone are they days when SEO focused exclusively on top search engine rankings.” I wish I was right about that, but unfortunately, we still see a lot of SEOs doing just that today. Not the good ones, mind you, but still, far too many.
Today’s top-tier SEOs are getting out of the search engine ranking business entirely. Well, maybe not entirely, but they understand that there is so much more to online success than a top position for your keywords. Many clients still need convincing.
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Keyword research is an important part of the optimization process. There are thousands of ways, tools and resources to do keyword research. Every SEO has their own methodology, favorite data and ways to organize and sort through that data in order to create solid keyword lists for their SEO campaigns.
But there is more to keyword research than just the research. You have to be able organize and sort your keywords into groups that will allow you to optimize them most effectively into your website.
This post will walk you through the organizational side of the keyword research process, using a customized keyword research spreadsheet I have created to make the process easy. You still have to do the research, but this tool helps us create keyword lists for on-page optimization.
Let’s get to it.
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Sometimes getting conversions is like trying to capture mist in a jar or water with your fingers. No matter how hard you try, you just can’t seem to get a secure hold on them.
There are countless test you can do with your website to help increase your conversion rates. A/B and multivariate tests can help you increase your conversion rate a couple of points, which can often translate into thousands of dollars of increased profits. But in all that conversion testing, trial and error, banging your head against the wall and twisting customer’s arms until they cry “UNCLE!,” there is often one overlooked piece of information that can help you dramatically improve your conversions.
That piece of information is: information. Content, to be exact!
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Simple errors such as a “404 page not found” in large quantities can make search engines believe a site is not complete or under construction. As a result, they may determine the site is not worthy of strong search engine visibility. When a nonexistent page is requested from the server, the server should respond with a special “HTTP Status” header value of “404 not found,” which may also be followed by custom error-page body content.
Incorrectly configured Web servers that respond with a status header value of 200, 302 or any other erroneous value can trigger duplicate content issues for search engines because identical content (in this case, the error page content) would be available under a potentially infinite number of URLs.
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When you deal with big projects, it is often easy to overlook small things along the way. It’s not that anyone is cutting corners, but rather some small detail gets overlooked. Sometimes even the smallest details can matter a great deal!
Web developers and SEOs often focus on the bigger picture but forget to do what we learned in Algebra: check your work.
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I learned a new word recently. Not a new word, really, but a new phrase combined from two of those really big words that normal people rarely ever use. That phrase is “Concatenation Schema”.
WTH???
Yeah, that’s what I thought. But, suffice it to say, it was a very simplified way of saying something that took me three paragraphs to explain. It’s nice to be able to add a new phrase into your vernacular (another really big word for me) that nicely sums up something that is difficult to explain.
In the plainest, simplest terms I could come up with, Concatenation Schema is just another way of saying “default content that changes dynamically based on category, sub-category, and product related information.”
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While it’s great to know what people want, when you give them what they want, you only give them a partial solution. The want is the symptom. But, when you address the need, you are addressing the underlying problem and providing a much more holistic solution.
In Part 2 of this series, I started discussing a customers wants versus their needs. I continue this list here.
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