Designing a Content Strategy to Destroy Your SEO Nemesis

Designing a Content Strategy -- SEO company Philippines

Normally, SEOs are asked by business owners to devise an optimization plan for the website so that the business gets on top of the search engine results page without being particular about getting ahead of one specific brand competitor. But for some business owners, being generic may not be their measure of success but rather in being successful in taking the lead over the topmost rival in the industry.

So when challenged by a client towards this objective, how would you plan your SEO tactics? The following content strategy methodologies may be of help:

  • Expanding visibility in areas which are considered business threats

  • Understanding the points of competition between your business and your rival

  • Understanding ways to gain advantage over your competitor

  • Expanding your visibility by focusing on  areas where customers are being underserved.

In order to achieve your specific objectives towards beating your top rival, you may consider:

  • Using Keywords and Click Curve Data. For any SEO-friendly content, relevant keywords still play a critical role. Your keywords should be grouped by topic and for each keyword you will need data about your organic rank, your rival’s organic rank, and exact match local search volume. In addition you need click curve data in a separate table. With these data you can estimate the current traffic for your site and your competitor’s for specific keywords. This is done by multiplying the exact match search volume by the CTR (click through rate) figure that corresponds to the current rank. This article would help you determine which keyword to use for your website.

  • Determine Traffic Differences. You can check the percentage difference between your traffic and your competitor’s. A negative figure is an indication that your competitor receives more traffic for a keyword.

  • Classify Each Keyword. Keywords are classified based on the following criteria:

    • Keywords which people search but neither your brand or the competitor receives traffic

    • Keywords where your site receives 100% more traffic than competitor

    • Keywords where potential traffic is being shared equally by both brands

    • Keywords where your competitor receives 80% more traffic than your brand

Content Strategy Toolbox -- internet marketing outsourcing

These data will give you the keywords that you should be interested in using.

  • Get Visual. You should have a clear picture of how much traffic your brand and your rival is getting or the size of the business success sector in relation to the business threat sector. You should be able to visualize how well the content of your brand serves the interest of the consumers and which topics content creation should be focused on in a bid to steal the rival’s SEO market share.

  • Prioritize Terms. In order to generate effective content for your brand, you should prioritize the most important terms or keywords. You can use Moz’s tool – keyword difficulty estimator. This will give you an idea of the challenge your rival will have in improving the ranking for said keywords.  Multiplying the difficulty score by the search volume for each keyword will give you an idea of how important a keyword is.

  • Brainstorm. It’s always useful to brainstorm on the methodologies especially on the topics identified as priority.

Conclusion

In order to value these methodologies, a content strategy template may be downloaded to facilitate the processes outlined above. Such template should enable you to compare and contrast your content strategy and SEO performance with what your rival is implementing and eventually find a way to quell the effectiveness of your rival’s strategy.

Keyword research is integral to SEO cycle. It is not a one time process that your SEO company must provide you at the beginning of the project; keyword research and analysis must be provided whenever there are changes in the keyword statistics. Doing this, will help your business serve its clients better by providing them what they need and what they want.


Relevant and Personalized Tweets’ Now a Part of Yahoo News Feed

tweets now on yahoo feeds -- SEO company Philippines

Another important milestone for Twitter and Yahoo happened last week as Yahoo announced its partnership with social media giant Twitter in a bid to integrate tweets directly into Yahoo’s home page’s news feed both on web and mobile. This was following February’s re-launch of the front page where the redesigned site increased emphasis on personalization and a more modern design. 

Yahoo’s Personalization

Yahoo’s mission on personalization is apparently the company’s focus as Yahoo aims to “seamlessly include relevant and personalized tweets alongside stories from Yahoo! and other sources.” Yahoo’s CEO, Marissa Mayer calls it #bestoftheweb.  It’s apparent that Mayer is campaigning towards Yahoo becoming a more personalized experience. And this partnership with Twitter is just one of the personalization plans in the pipeline.

At the beginning of the year, Mayer, in an interview with Bloomberg, talked about developing powerful and strong personalization technologies through the “interest graph”. Referring to dominating organizations such as Apple, Google, Amazon and Facebook, Mayer says, there is always an opportunity for distraction. This partnership with Twitter may just be the one.

One can easily draw conclusions as to the direction of Yahoo towards the personalization paradigm based on its recent deals and announcements, the latest of which is the homepage revamp back in February.

Other indications of gearing up to reinventing itself under Mayer’s leadership include launching well-received apps like a revamped Flickr and its new Weather app for iOS which may be one of the highest rated iPhone applications, gobbling up startups and paring down its scattered lineup. 

How It Works

Yahoo news feed offers an endless scrollable stream of content and tweets will now appear directly on these feeds. Yahoo divides its news feed into sections like “News”, All Stories”, “Local”, “Entertainment”, “Sports” and more. Headlines coming from Twitter accounts will be indicated by referencing the source by its Twitter handle, e.g., @ABCWorldNews instead of ABC News. Expectedly, there will be “follow” buttons to the right of the stories which will allow users to click to add the news organization to their Twitter feeds.

Politicians, media outlets, celebrities and other publishers can release their updates and they will become an important source of real-time news and information. With Twitter’s 140-character limit, athletes can connect with their fans, inspire global debate and capture live chatter from the red carpet.

Twitter Update is Part of the Plan

Mayer had indicated her plans for the company as executed in a series of sprints that focus on different areas of importance. This was evident during Yahoo’s 2013 Q1 quarterly earnings call in April.

The first completed sprint was about building the culture and talent at Yahoo. This will be followed by the next sprint which is about delighting users of Yahoo with new features “making continuous improvements and adjustments over time.” Mayer also indicated plans on Yahoo’s products which will be released with small changes much more frequently. And signs are showing up that Yahoo’s Q1 financials to be going up since Mayer assumed her post as CEO in summer of 2012.

The integration of Yahoo and Twitter is currently rolling out all over the United States for mobile and desktop users. Anytime soon, you will see tweets in Yahoo’s news feeds which could only mean that the rollout is done and successfully working in your area.


Why We Can’t Just Be SEOs Anymore?

SEOs no More -- SEO company Philippines

If you are a bit observant, you might have noticed something quite off in the practices and titles being used nowadays – from “SEO” to “online marketing”. Other terms replacing the word SEO include “inbound marketing”, and “earned media marketing”. Is this just a passing trend or is there a meaning to it? Let’s find out from Rand’s discussion on the special edition of Whiteboard Friday.

According to Rand, there’s a seeming shift in how SEO is regarded nowadays. Some people in the industry have been changing referring to their practice from ”doing SEO” to “doing online marketing”. The obvious ways “SEO” is avoided may anyone to think that there must be a reason behind such shift. And Rand happens to be one of the proponents of such shift even if he admitted being against it before. Claiming to seeing the bigger picture, Rand says he’d like everyone to see the same “bigger picture”.

While most people consider SEO as a big thing in the business sector at present times, the last three years haven’t been as big for SEO as it has been ten years before that. From the late 90s into the late 2000s, when you say SEO, people know the many different strategies and techniques you are gifted to know about – links, quality and relevant content, relevant keywords, site architecture, friendly user experience, snippets, etc. And all to get ahead in the name of search engine ranking. 

SEO and Marketing

And in that sense, the SEO will have something to do with ranking factors such as keyword data, topic analysis, link graph data, domain data, etc. Search engines were designed to look these ranking factors plus the user and usage data. This means they also look at brand signals, offline data potential or social graph indicators. And SEOs will have to do everything that is actually marketing, if they were to influence those factors that affect search engine rankings. Everything means social media/community building, branding, positioning, email marketing, conversion rate optimization (CRO), unique value of content, and product. For an SEO to move up rankings in major search engines like Google and Bing, they need to be able to control and influence the search engines in ways that are massively greater than what’s done in the past. 

Disassociate SEO from Bad Perception

Rand says that there is a desire to disassociate the word SEO with bad companies’ irresponsible behavior and scumminess. Unfortunately, it isn’t that easy to change the perception of SEO because it has been established and going on for such a long time now that no effort can easily shake it off from the bad reputation it carries. Despite every effort exerted by a few in the field desiring to try and change such perception, the obnoxious reputation associated with bad hat SEO remains.

For many who are involved in SEO, it could be truly frustrating and irritating to hear a generalization on SEO as being a spammer, a manipulator of things, unethical, breaking search engine’s rules, etc. These are the things SEOs have to deal with every time they have a client. And the clients cannot be faulted for thinking that way also. The primary and first association that most people have with search engine optimization is a spammy email that’s been sent numerous times trying to get them to sign up for something, or the comment spam on their blogs. And with that point of view, every malicious or bad thing happening on the internet is blamed on the poor SEOs.

The Need for a New Title

Rand continued to say that even he, in the early days of SEO, had done some share of spammy and manipulative things. Because at that time, that’s what most SEOs do. And when enough realization along with updated search engines algorithm forced SEOs to do the optimization properly, the perception seemed to have stuck in the minds of those who knew about the trade. The perception is glued to the term or the title. Hence, Rand says that it may be necessary to change the title because with such change, perception is also changed. So instead of saying, “I do SEO”, you say, “I do web marketing”, then people get the idea and accepts the connotation that goes with it. “So it’s web marketing; it’s not SEO”.

This is the real thing and this is the future of search and search engine optimization. Here’s an article about the recent algorithm update made by the search giant, Google.

Another perception that needs to be disassociated with SEO is that which sells short of what is really offered. Too many times, management finds it hard to comprehend that SEOs need to influence all the other fields such as the web design, the social media and ad campaigns. They seem to think that SEO is just focused on creating contents, links on the contents, keywords on the contents, etc. There is very little understanding on why SEOs need to meddle with all those things. And to change that kind of thinking, it should not be referred to as SEO.

And in closing, Rand highlights that SEO regardless of the perception will continue to change – tomorrow, next week, or the week after next. It’s the one thing about SEO that is constant – change. A kind of change that is actually positive in serving people the quality of information they deserve. Every field matures and improves. And then you get to a better stage. The challenge is therefore on one’s commitment to continue SEO along with good branding and marketing. And to be able to do that and get people to believe that commitment may potentially require taking on other titles that would express ways that could get more influence, and at the end of the day, bigger paychecks as well.

Look at the prevailing market price difference between an SEO consultant and a business strategy consultant (someone from Accenture or the like). The SEO consultant charges between $50 to $100 dollars an hour while the business strategy consultants can charge as high as $1000 plus an hour. This clearly shows that the more influence you have, the better your billing is. With an enhanced title that sways away from the not-so-good-perception of what search engine optimization is all about combined with an honest-to-goodness result-oriented commitment to the client of how your influence can change their business or brand, you get a better chance of acceptance from the critics of SEO in general.


Google Glass Specs Revealed

Google Glass Specs -- internet marketing Philippines

Since its first appearance, Google Glass remained an innovation of little or unknown specifications. No one really knew about the head gear’s so-anticipated futuristic details. Finally, straight from Google’s HQ in Mountain View, California, the technical specifications are out in the open. For one, Google Glass will now be commercially called as “Glassware”.

The futuristic head gear’s frames are equipped with 16GB Flash memory – with only 12GB as usable space; 5 megapixel camera, 720p video recording, Wi-Fi b/g, Bluetooth and a battery which is said to last 1 full day for typical use. More details of such tech specs are below:

  • Camera. Google Glass can take 5 megapixel still photos and can shoot 720p videos.
  • Storage. Google Glass has 12GB of usable memory, synced with Google’s Cloud Storage for a total of 16GB.
  • Display. The Google Glass’ high resolution display is equivalent to a 25 inch High Definition (HD) screen from eight feet away.
  • Audio. Bone conduction Transducer.
  • Fit. It has adjustable nose pads and durable frame that fits any face. Extra nosepads in two sizes are also available.
  • Connectivity. Google Glass is Wi-Fi – 802.11b/g and Bluetooth enabled.
  • Battery. If fully-charged, Google Glass will last for one full day of typical use. If using some features such as Hangouts, video recording will require more battery usage, thus reducing battery life.
  • Charger. A micro USB cable and charger is included. Glassware is designed and tested with specific charger in mind – Google Glass’ life cycle is preserved long.
  • Compatibility.  The unit is compatible with any Bluetooth-capable phone. A companion app, “MyGlass” which enables GPS and SMS messaging requires Android 4.0.3 Ice Cream Sandwich or higher.

While the technical specs of Google Glass have already been released, the technology giant’s innovative wearable computer is not commercially available yet. Google Glass is designed to perform tasks similar to those performed by smartphones. The only difference being the ability of Google Glass to respond to voice commands instead of fingers manipulating a display screen.

The hands-free eyewear allows the user to take pictures or record video anytime, anywhere. Internet searchers will only need to issue voice commands for specific piece of information needed.

To sum it up, Google Glass has everything a tech-savvy person will surely enjoy. But that’s not all there is to this revolutionary gadget. Google is now working on the design of Google Glass for prescription frames. This will give those who wear prescription glasses the opportunity to wear Google Glass.

The Google Glass design is made modular to allow adding frames and lenses that match the person’s prescription. The Google Glass prescription frames are expected to be out in the market later this year.

To fully grasp what this high-tech glass can offer, you can refer to this article.


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