Are you trying to deal with SEO?
For most people, the dreaded three-letter acronym "SEO" is to be avoided at all costs.
But if you break it, it's not that bad. For example if you create and maintain a website that Search engines and users find friendly, you can expect to benefit from:
More relevant traffic to your website when you answer people’s searches. Higher ranking in search results if you create better content. Increased visibility and credibility when people know, like and trust your brand.
This beginner-friendly guide to search engine optimization (SEO) is a detailed tutorial-style guide that helps you create and maintain a website that search engines and users find friendly.
You can read it from start to finish or jump from chapter to chapter using the following links:
Chapter 1 – What is SEO?
Search Engine Optimization (SEO) includes the activities that you perform to improve your positions in organic (unpaid) search engine results. The activities fall into three main subcategories:
Technical SEO – Ensures that search engine spiders can crawl your website and index your content.On-page SEO – Focuses on the content of each website.Off-page SEO – Focuses on marketing efforts outside the website that have a positive impact on the search ranking.
We'll cover these in more detail later in this guide. One thing to remember from the start is that all SEO activities should be done with your audience in mind. Your goal should be to create and present the best possible content for consumers. If you do this, the search engines will also like and rate your content.
As a result, your content gets more links and Google sends you more traffic. This is "steady growth" in action.
Chapter 2 – How Search Engines Work
Search engines have three main tasks:
Crawling and indexing the web Selecting results Viewing results
2.1 – Crawl and index
There is a good reason why the Internet is called the Internet worldwide web. Search engines use so-called software programs "Be crazy" The crawl the internet Search for any page you can find. When they discover a new page, add the URL to theirs Giant index.
But their work is not over yet.
Next, follow all the links on the new page and add them to the index. The spiders repeat the process for each side they find. And this is how you create a large network of linked pages.
The spiders continue to crawl. Because every day new pages are created and existing pages are updated with new content and new links. The spiders retrieve the information and update the index.
2.2 – How search engines order results
After search engines create a large index, they have to decide which pages are displayed in the search results. They sort the results based on what they think is most useful for your search query based on relevance and popularity.
Google has over 200 ranking factors that determine the order of search engine results. Nobody knows exactly how the algorithms work and which ones are the most important. However, these factors are considered significant:
Strength and relevance of inbound links to your website Quality and relevance of your content engagement metrics such as clickthrough rate (clickthrough rate) from the search results to your page and the amount of time that users spend on your website. Website loading speed and usability for mobile devices
2.3 – How search engines display results
Over the years, the way search engines display their results has evolved. Originally there were only organic result lists on the search engine results page (SERP). For example, a Google search looked like this December 2000::
Nowadays, numerous SERP functions reveal more information, sometimes without having to click through to the website. Here is an example of a search for the camera brand "Canon" in May 2020::
Google displays the organic result of the Canon website (highlighted in red) as Sitelink. But there are other types of results, including one Google Ads Display (green). And on the right Sponsored products (blue) and a Knowledge panel (purple).
The most popular Google SERP features are:
Recommended SnippetLocal PackReviewsAMPSitelinksVideosTop StoriesImagesTwitterSponsored ProductsKnowledge PanelInstant Answer (answer field) People also ask (related questions) Google AdsShopping Ads (Product Listing Ads)
All of these formats show that Google presents results to meet different user preferences.
Chapter 3 – Keyword Research
In this chapter you will learn how to properly research keywords so that users can find your content.
3.1 – What are keywords?
Keywords are words and phrases that describe what your content is about.
Think of it as a bridge.
On one page you have all the pages that the search engines have indexed. On the other hand, seekers are looking for answers to their questions.
Keywords close the gap between the two.
The way people search is called Search intent. It is important to understand why people are looking. Let's take a closer look at that.
3.2 – Search intent
Search intent refers to the words and phrases that you type in a search box. For example, you may be looking for background information or want to buy a product.
There are three types of search intent:
navigation – if you want go directly to a website or page; e.g. & # 39; Canon & # 39;.Informative – if you want knows the answer to something; e.g. "What is a DSLR camera? "transaction – if you want do buy, compare or subscribe to something; e.g. "Canon T6 vs Nikon D3400".
further reading:: See this article for more information Search intent.
3.3 – Search Demand Curve
You may have heard of the term "Long tail keywords"? The name comes from a diagram called "Find the demand curve"It looks like a long tail:
The search request relates to the number of times a keyword is searched per month.
The & # 39; head & # 39; the curve (left) consists of a few keywords with high search requirements; i.e. many searches & # 39; long tail & # 39; (right) has a large number of keywords with low search demand; i.e. not many searches.
To further illustrate this, look at the search volume (or search needs) for these two keywords:
You can see that "Donald Trump" has a high search volume and is "classified" & # 39; head & # 39; Keyword, while "David Hartshorne" has a low search volume and is classified as "classified" & # 39; long tail & # 39; Keyword.
It's easy to assume that a keyword that gets a lot of searches will get a lot of traffic. However, this is not the case. Not everyone clicks on the displayed search results.
For example, compare the Monthly search volume and Clicks for this keywords::
The search query "Canon T6 vs. Nikon D3400" has the the lowest Search demand – it's a Long tail keyword. However, note how many clicks there are: 94% of people Search for the keyword Click through to the website.
3.4 Keyword research tools
To find data like the example above, you need to use a keyword research tool. There are many tools for every budget, from light and budget-friendly to difficult and expensive:
Note: For more information on these five tools and how to use them, see our Keyword Research Tool Guide.
3.5 – Keyword research methods
When you do your keyword research, you want to find keywords for which you can rank in the top 10 search results for your term. If you rank on page 1 of the Search Engine Results Pages (SERPs), you have a better chance of users clicking on your website.
There are two methods of keyword research:
Traditional keyword research tools You can enter a "start" keyword and then many related keywords will be returned. From there, evaluate how difficult it will be to rank each proposal. For example, you can enter the keyword & # 39; herbal remedies & # 39; and see these related keywords:
Competitor-based keyword research tools Rate which keywords your competitors are already ranking for and see if you could do better. For example, you need to go to a competitor’s website, such as healthline.com, and see which keywords they’ve already ranked for:
If possible, try using both methods to find your keywords.
Note: Read our full beginner's guide to keyword research.
3.6 – Keyword difficulty
If you launch your website and some major brands are already in the top 10 search results, it will be difficult for you to beat them.
For this reason, most keyword research tools contain a metric called "Keyword Difficulty" to help you identify weak competitive keywords that you can outperform.
For example in KWFinder, the search term & # 39; herbal remedies & # 39; is rated & # 39; difficult & # 39; in your KD Result:
If you look at the top positions in SERP, you'll see successful brands like Saga, Healthline and Wikipedia:
In this situation, it is better to look for a related keyword with a lower level of difficulty, e.g. List of homeopathic medicines::
In this example you can see that fewer of the top brands occupy the SERP:
Chapter 4 – Technical SEO
This chapter tells you what to do to ensure that search engine spiders can crawl your website and index your content.
4.1 – Indexing and crawling
We have already mentioned how search engines search the Internet for new websites and add them to their huge index.
If you want the spiders to find your website, you need one Robots.txt file and a Sitemap.xml file.
A Robots.txt file tells the spiders what parts of your website they can access. Here is an excerpt from Google's Robots.txt file:
A Page directory helps search engines crawl your website. It is an XML file that lists each URL for your website along with additional information, such as B. when it was last updated and how often it normally changes:
If you use a plugin like Yoast SEO, your XML sitemap and robots txt files will be generated for you.
Note: Check out our recommended SEO plugins for WordPress.
4.2 – Link management
The internet relies on links.
Without External links, There is no way to get from location to location. And without internal links, Visitors cannot go from page to page on your website. Internal links also help search engines understand your website structure. (More on this below …)
Here are some tips to help you manage your links.
4.2.1 – Internal links
When posting new content to your blog, make sure to include links to relevant posts and pages so your visitors can read related information. Also, don't forget to update existing posts and pages by adding links to your new content.
4.2.2 – External links
When writing content for your website, you should include some external links to useful, relevant, and authoritative pages on other websites. It shows your readers that you have researched a topic thoroughly. Please also inform the other website owners. (This is a great way to network and build relationships with other blog owners and influencers, as you'll see in the "Off-Page SEO" section.)
4.2.3 – Broken links
Unfortunately, internal and external links do not last forever – URLs change, content is moved and websites disappear. Part of the link management consists of finding and repairing broken links.
You can check your broken links in the Google Search Console. Go to Coverage on your dashboard and click Excluded. Then select 404 not found:
4.2.4 – Error 404 not found
If you haven't had a chance to fix your broken links yet, users will receive the so-called " File not found page – 404 error. The 404 error also occurs when someone incorrectly enters a URL. For example:
If you enter https://bloggingwizard.com/aboat/
Instead of https://bloggingwizard.com/about/
Then you will see the following:
How a 404 error is displayed depends on your content management system. If you use WordPress, it will be chosen by your theme. We decided to customize our 404 error page so that users could search our content, return to the home page, or return to the blog.
4.2.5 – Redirects
There are two main types of redirects:
301 – permanent forwarding302 – a temporary redirect
When you update your content, it is sometimes better to create a new page than to make a few minor changes to the existing page. In this situation you have to use a 301 redirect to tell search engines to ignore the original page and go directly to the new page.
You could use one 302 redirect if you were testing an alternative version of a page. However, if you chose the new page, you need to convert to one 301 redirect.
There are Two ways to add 301 redirects in WordPress – You can add them manually or use a plugin. Using a redirect plugin can negatively impact performance. If possible, it's a good idea to add redirects manually. In any case, Always make a backup copy of your existing files before making such a change.
4.2.6 – Canonization
If you have two or more identical or duplicate Pages on your site or external sites that you can use canonical tags to tell search engines which is the master page. Basically, you tell search engines which version of the page should appear in the search results.
For example, if you publish an article on your website and then publish the same article on medium, the platform will automatically add a canonical tag indicating that the original post on your website is the one that is referenced.
The article "How to use UTM campaign parameters to track the success of your content advertising" was first published in Adam's personal blog. And then later medium.
But in the medium article there is a canonical day like this:
There is a subtle difference between a canonical day and a 301 redirect.
If you use one Rel canonical day then from side B to side A. search engines I will know that Side A is canonical, however People can visit both urls. If you use one 301 redirect then from side B to side A. People is automatically redirected to page A and never sees page B.
Note: If you allow your content to be transferred to other websites, you should ensure that the website implements a canonical tag. This is easy to do with popular SEO plugins like Yoast & RankMath etc. Also keep in mind that search engines sometimes don't respect canonical tags. It is rare but worth mentioning.
4.3 – Site architecture
It is important to have a logically structured website so that users can navigate to and find related content and search engines can crawl and index your pages.
4.3.1 – speed
A slow-loading website can reject visitors before they have even been able to read your content. Most users expect a website to load in 2 seconds or less. If it doesn't load within 3 seconds, they will move to another location for their content. Google is also known to favor fast-loading websites.
You can test the speed of your website with the PageSpeed Insights from Google. You will also get some tips for improving page speed:
It is important to ensure that your web host provides a fast-loading website and that you use speed-up plugins such as W3 Total Cache or WP Rocket to speed up the loading of your pages.
4.3.2 – Security
Hackers love WordPress.
It is the most popular blogging platform and therefore there are many websites that can be attacked. That means you have to take some security measures.
Depending on your web host, some basics may be covered. Managed WordPress hosting services like those offered by WPX Hosting offer a high level of security. If the worst happens and you get hacked, they have a free malware removal service.
For more information on protecting your WordPress site, see the following resources:
4.3.3 – Location structure
In order for Google to better understand what your website is about and to help the spider crawl and index your content, you should strive for a logical structure for your website and the content it contains.
There are usually two schools of thought on how to do this:
Flat structure – The idea here is that you have your priority content as few clicks from the homepage as possible. The idea is to make it easier for Google to crawl your content. Silo structure – Content is grouped into logical categories and then isolated from content that is in other categories. So you would not create links to articles in another category.
The silo structure can make it difficult to find content. Therefore, we prefer to use a flat structure.
You can use category pages to organize your content when it makes sense. You can avoid categories if you have a small website, but they can be useful if you have enough content.
The most important consideration, however, is that your content is internally linked in some way.
And it is perfectly fine to link content in different categories with one restriction – the internal link must make sense logically. If the link doesn't make sense, don't add it.
Don't forget that SEO is part of the marketing puzzle. It is not the only thing that matters. The experience you offer your visitors is also important.
In the case of the Blogging Assistant, we have high priority content that addresses many of the key challenges for our audience. We make this very easy to reach on our homepage:
We have other priority content, but adding more content to this section can adversely affect UX. Therefore, we also include links to important content in our footer:
A few notes on the above:
A logical and simple site structure is better for both users and search engines. Don't make things too complicated if you don't have to. When planning your website structure, consider the needs of your company and the needs of your audience. Depending on the type of website, you may have to adapt existing methods to adapt them to your needs (eg flat against silo). There is no "one glove fits all" approach to site structure. In reality, the structure of your content might look very different from the diagrams above, and that's fine. Try not to rethink this. As a rule of thumb, you should only add internal links to your website if they make sense. Not because a chart says you should (or shouldn't).
4.4 – Mobile optimization
It is no longer an option to ensure that your site is optimized for mobile devices.
According to Google, over 50% of searches (worldwide) come from mobile devices. And that makes sense when you consider that 52% of Internet traffic comes from mobile devices.
Second, Google has launched its Mobile-first indexingThis means that they are now indexing the mobile version of your website, not the desktop version, to "help their (mainly mobile) users find what they're looking for".
Bottom line: You have to make sure that your website is suitable for cell phones.
You can use Google Mobile phone friendly test to check if your pages are optimized.
Just enter your page URL:
And check the results:
You can also check your entire site with that mobile usability report in the Google Search Console:
4.5 – Schema markup
Schema markup or structured data markup Google calls it the language or vocabulary that makes it easier for search engines to understand the context and structure of your content.
The result for users is that we can see rich snippets like this in the search results:
Aside from creating good-looking search results, people are more likely to click on your website when using structured data markup.
There are many different types of schema markups, including:
ArticlesBook ReviewsEventsMoviesJobpostingsLocal BusinessProductsRestaurantsSoftware ApplicationsTV Episodes and Reviews
Note: In this tutorial, you will learn more about how to add schema markup to your WordPress site. Or read our guide to rich snippets.
4.6 – Local search engine optimization
If you have a local company like a shop or a cafe or even a local service company like a dentist or a taxi company you should take advantage of local search engine optimization. This way you can target the local community you serve.
For example, when I search for an electrician in Manchester, Google shows the top three results with a map, website, directions, opening hours, and phone number:
You can achieve these results if you optimize for local SEO.
There are many factors for local SEO that Matthew Barby summarizes here:
Set up your Google My Business page. Optimize all of your landing pages with local keyword data. Make sure your NAP records remain consistent across the web. Generate real reviews from your customers on Google and Yelp. Optimize your search engine snippets. Focus on localized link building.
From a technical point of view, you can use the schema markup language (as mentioned in the previous section) to structure your pages for local SEO.
Chapter 5 – On-page SEO
In this chapter you will learn how to optimize each page. In this way, you offer your visitors a positive user experience and help search engines to understand your content. We will cover three areas:
Keywords content images
5.1 – Keyword optimization
We used to talk about keyword research. When you write your content, you need to provide a few strategic places to include your target keyword:
URLPage titleMeta descriptionMain heading (H1) Open paragraphs of the page (first 150 words) page subheadings (H2 / H3 etc.)
Here is a well-executed example from Colin Newcomer here in the Blogging Assistant with the primary keyword "CSS Hero"::
The first three digits – URL, title and description – are called up Meta tag Fields, and they appear in the search results:
Colin uses the keyword at the beginning of the URL slug after the domain name: https://bloggingwizard.com/CSS hero-Overview and tutorial /
The keyword also starts the page title:
CSS hero Review: edit the CSS of your WordPress theme without …
Note: In this way, Google cuts off the title in the search results due to the character limitation.
When you review the search results, the keyword also appears in its description:
"Do you want to edit the CSS of your WordPress theme without learning how to code? Yes, you can. Learn how in our CSS hero Review and tutorial… ”
The next three digits – heading, opening paragraph and subheadings – are all displayed on the website.
Main heading (H1)
But for the main heading, Colin turns the title over and puts the keyword at the end:
Edit the CSS of your WordPress theme without learning how to use code CSS hero
Open paragraphs of the page (first 100 words)
In the last line of his introduction, Colin refers to the keyword:
"… CSS hero is a WordPress plugin that solves both of these problems. "
Page sub-headings (H2 / H3 etc.)
There are several subheadings on the page that contain the target keyword:
How CSS hero works (at a high level)
How to use CSS hero to customize your WordPress theme
Go ahead with that CSS hero interface
Three specific things you'll love CSS hero
If you write naturally, you will find that your keyword fits in these places without thinking about it.
A short note about the length of your URLs:
Use SEO friendly URLs
Try to keep your URLs short so that they are easy to remember and not prone to typing errors.
Compare these two opposite URLs for blog posts using Instagram's Shoppable Posts feature.
Here is a long, ugly URL Example:
You don't need the date range 2020/05/01 in your url. You don't have to use the entire title of the blog post.
And here is one short, neat URL Example:
But it's not just about "good looks" …
Research from a million Google results suggests this Shorter URLs are usually better as long URLs:
However, it is important to note that correlation is not always synonymous with causality.
5.2 – Content optimization
If you want to increase your chances of getting higher in the search results, you need to create the best possible content for each topic you cover.
5.2.1 – Content type
People are fascinated by lists and data-driven graphics.
BuzzSumo research from 2014 – published on OkDork – showed that infographics and list contributions received more approval than other types of content:
But things are changing …
Buzzsumo research of a million articles published in 2017 shows that some types of content perform better than others:
The big winners are websites for which a good reputation has been built original, authoritative content. However, the majority of the content does not receive backlinks relevant research and reference content continues to win links. Certain, authoritative evergreen content consistently wins stocks and links over time.
In short, if you want successful content:
Research your content – use surveys. Include case studies with real-world examples. Make it evergreen so it stays relevant.
5.2.2 – Content length
Several studies have shown that longer content helps you:
(a) Get more social shares:
(b) Rank higher in search results:
It should be noted that the length of the content varies in different industries and niches. For example, the average blog post for the "manufacturing industry" is 1700 to 1900 words, compared to the niche "home and garden" with an average of 1100 to 1200 words.
How long should your content last? Well, the short answer is that it has to be as long as necessary.
Note: It is important to take into account that correlation is not always synonymous with causality. Long-form content is generally rated better if long-form content is required for the search term to answer the request. Es gibt jedoch viele Abfragen, die Kurzform-Inhalte bewerten, da sie die Absicht der suchenden Person erfüllen.
5.2.3 – Inhaltsqualität
Ihr primäres Ziel ist es, ansprechende Inhalte zu produzieren.
Die Untersuchung von zwei Google-Algorithmen – Hummingbird und RankBrain – ergab, welche Art von Inhalten bevorzugt wird:
Kolibri: möchte ausführliche, umfassende und maßgebliche Inhalte:
Unsere Daten belegen eindeutig, dass hochrangige Inhalte kein starkes Backlink-Profil benötigen, geschweige denn eine bestimmte Keyword-Dichte. Gemeinsame Inhalte haben gemeinsam, dass sie tiefgreifend, umfassend und maßgeblich sind.
RankBrain: möchte einfach zu lesende, hilfreiche und umfassende Inhalte:
Wenn Sie jedoch ausführliche Inhalte schreiben, werden Sie feststellen, dass Sie tendenziell längere Inhalte schreiben.
5.2.4 – Inhaltslayout
Die meisten Leser scannen Webseiten, daher müssen Sie die Verwendung Ihrer Inhalte vereinfachen. Zuvor haben wir uns die Keyword-Optimierung in Colins Beitrag zu CSS Hero angesehen. Sie können es sich noch einmal ansehen, um zu sehen, wie er seinen Inhalt in einem leicht verdaulichen Format strukturiert.
Folge diesen Schritten:
1) Erstellen Sie eine erfolgreiche Überschrift
Stellen Sie sicher, dass Ihre Inhalte halten, was Ihre Überschrift verspricht. Befolgen Sie die Tipps in dieser Anleitung.
2) Beginnen Sie mit einem kurzen Intro
Kommen Sie auf den Punkt und erklären Sie, was Ihre Leser von jedem Inhalt Ihrer Website erwarten können.
3) Unterüberschriften verwenden
Unterüberschriften helfen bei der Wegbeschreibung. Sie sind wie Wegweiser oder Markierungen auf der Straße, die Ihre Leser auf einen klaren Weg führen. Die Überschriften-Tags (H1, H2, H3 usw.) bieten eine Hierarchie, die Lesern und Google hilft, die Struktur Ihrer Inhalte zu verstehen.
4) Schreiben Sie in kurzen Absätzen
Niemand möchte eine riesige Textwand sehen – sie ist überwältigend. Helfen Sie Ihren Besuchern beim Überfliegen Ihres Inhalts mit Absätzen mit 2-3 Sätzen.
5) Verwenden Sie Aufzählungszeichen
Markieren Sie wichtige Punkte mit Aufzählungszeichen (geordnet oder ungeordnet), damit die Leser Ihre Nachricht erhalten.
6) Fügen Sie Grafiken hinzu
Verwenden Sie relevante Bilder, Videos, Screenshots und Diagramme. Untersuchungen der Nielsen Group sagen:
Benutzer Achten Sie auf informationstragende Bilder die Inhalte anzeigen, die für die jeweilige Aufgabe relevant sind. Und Benutzer rein dekorative Bilder ignorieren die der Seite keinen echten Inhalt hinzufügen.
5.3 – Bildoptimierung
Es gibt drei Schritte, um Ihre Bilder für Suchmaschinen zu optimieren und die Benutzererfahrung zu verbessern:
Schritt 1 – Ändern Sie die Größe des Bildes
Stellen Sie Ihre Bilder auf die richtige Größe für Ihre Webseiten ein. Zu oft verwenden Benutzer ein Foto von ihrer Kamera oder ein Foto von einer Website wie Unsplash, die noch die ursprünglichen Abmessungen aufweist. Dieses Foto von meinem iPhone ist beispielsweise 4032 x 3024 Pixel groß:
Das ist enorm. Die meisten Bilder in einem Blog-Beitrag dürfen nur maximal 800 Pixel breit sein. In meinem Blog stelle ich beispielsweise sicher, dass die Bilder 600 Pixel breit sind, damit sie zum Thema und Design passen.
Schritt 2 – Reduzieren Sie die Dateigröße
Durch Ändern der Größe eines Fotos oder Bilds auf die richtigen Abmessungen wird die Dateigröße automatisch verringert. Wenn Sie beispielsweise die Größe des obigen Beispielfotos auf 600 Pixel ändern, wird die Dateigröße von 1,4 MB auf 82 KB reduziert:
Sie können die Dateigröße jedoch weiter verringern, wenn Sie ein Tool wie TinyPNG oder Kraken verwenden. Diese Programme können die Dateigröße um bis zu 65% reduzieren und dazu beitragen, dass Ihre Seite schneller geladen und ausgeführt wird:
Schritt 3 – Fügen Sie etwas Alt-Text hinzu
Wenn Sie die Größe und Komprimierung Ihrer Bilder geändert haben, können Sie sie auf Ihre Website hochladen. Es bleibt jedoch noch ein Schritt: Fügen Sie dem Alt-Text Ihrer Bilder immer eine aussagekräftige Beschreibung hinzu.
Der Alt-Text hilft sehbehinderten Lesern zu verstehen, worauf sich das Bild bezieht, und er hilft Suchmaschinen, Ihre Bilder zu indizieren:
Bonus tip: Fügen Sie für Ihr Hauptbild Ihr Schlüsselwort in den Alt-Text ein.
Kapitel 6 – Off-Page-SEO
In diesem Kapitel erfahren Sie, welche Taktiken Sie außerhalb Ihrer Website anwenden können, die sich positiv auf das Suchranking auswirken.
Sie profitieren davon, wenn Sie Ihre Marke aufbauen und Ihre Autorität stärken, wenn mehr Menschen dazu kommen kenne, mag und vertraue dir. Infolgedessen erhalten Sie mehr Backlinks zu Ihrer Website.
Note: Der beste Weg, um Off-Page-SEO zu erreichen, ist eine "Markenaufbau" -Mentalität anstelle einer "Linkaufbau" -Mentalität. Marken sind unvergesslich und werden irgendwann natürlich mehr Links verdienen. Einige dieser Taktiken haben keinen direkten Einfluss auf Ihre Rangliste, erhöhen jedoch Ihre Reichweite im Allgemeinen und erleichtern es Ihnen, auf natürliche Weise Links zu verdienen. Und sie können zu anderen Gelegenheiten führen, die sich direkt auf Ihre Rangliste auswirken. Nutzen Sie jede Gelegenheit, um Ihre Inhalte mehr Menschen zugänglich zu machen.
6.1 – Gastauftritte
Making guest appearances using different media is a powerful way to promote your content and build your brand.
6.1.1 – Guest blogging
Guest blogging is still one of the most effective ways to promote your blog and build backlinks.
But you need to approach this in the right way. And that means writing your best content on relevant and respected sites in your niche or industry with a large number of followers.
Make sure you include a link in your author bio to a landing page on your site where visitors can get an exclusive download or find more about your services:
If possible, include a link back to relevant content on your site, too. Hopefully, you’ll get a steady stream of traffic to your website along with new subscribers.
6.1.2 – Guest podcasting
Instead of guest posting, you could try guest podcasting. I’ve been fortunate enough to be invited onto a few podcasts, but there’s no harm in approaching a podcaster and asking if you could be interviewed. It’s a different way of promoting your content to another audience.
And, in many cases you’ll end up with a link to your website regardless.
6.1.3 – Guest broadcasting
Why not take your guest appearances one step further with a live or recorded video interview. More and more online marketers are using video broadcasts to reach their audience, so if you’re up for it, then put yourself in front of the camera.
6.1.4 – Contributing to expert roundups
As you become known in your niche, you’ll probably get an invitation or two to contribute to an Expert Roundup. These types of posts can help establish your authority and attract new visitors to your site. Instead of writing a complete blog post you’ll share a few paragraphs on the chosen topic. Again, this is a useful way to get backlinks to your site and gain more exposure.
6.2 – Building relationships
Building relationships with people in your niche or industry are key to your online success – especially with SEO. But like any successful relationship, you have to be prepared to give and take.
Jason Quey, writing about his experience of working with 1000 influencers, summed it up perfectly:
Be a giver, not a taker.
Here are three ways to leverage your relationships:
6.2.1 – Blogger outreach
Blogger outreach is where you contact other bloggers and ask them to promote a blog post that you’ve written. It’s one of the most effective ways to promote your content, but make sure you conduct your outreach properly.
6.2.2 – Influencer marketing
Influencer marketing involves connecting with and asking individuals that influence your target audience to help promote your content. These influencers have a larger audience than you and can reach more people.
Here are three ways you can use influencers to promote your content:
Mention influencers in your content; e.g. when you reference their work.Interview an influential blogger; e.g. get some unique content.Invite influential bloggers to contribute to your blog; e.g. in a group interview.
6.2.3 – Blog commenting
Commenting on blogs is still a viable way to attract attention and build authority. But make sure you leave a useful comment that encourages conversation and adds value. When you start commenting on the top blogs in your niche, you’ll get the attention of other commenters and the blog owner. And in the process, you’ll build more relationships.
Note: To be clear, we are not advocating blog commenting as a link building tactic. What we are advocating is that you use blog comments to build relationships. It’s these relationships that can lead to opportunities that will grow your brand, acquire backlinks, and more.
6.3 – Email marketing
Email marketing remains one of the most powerful and cost-effective ways to promote your content. The average ROI for email campaigns is £38 for every £1 in the UK and $44 for every $1 in the US.
Here are three ways to use email marketing:
6.3.1 – Email your subscribers
Your subscribers are those most interested in your content. They’ve already acknowledged that they like your style and that they want to hear about more. So, let them know when you publish new content, and ask them to spread the word to their network.
6.3.2 – Email influencers
If you’ve mentioned an influencer in a blog post, then don’t forget to email them and let them know. Thank them for their expertise and, if they like it, ask them to share the post with their network.
6.3.3 – Use an email signature
An easy way to promote your content is to include a link to your latest blog post in your email signature. Try WiseStamp for a professional email signature with links to your social profiles and most recent blog post:
6.4 – Social media marketing
Sharing your content on social media is still an excellent way to get more visibility, and ultimately increase traffic and shares. But you need to have a social media marketing strategy in place:
Focus on the most relevant social networks for your blog.Engage with people on those platforms including influencers and brands. Participate in social groups to grow your social media reach.
Here are some of the best places to share your content:
6.4.1 – Popular social networks
Organic reach on the popular social platforms is declining. So choose the networks that work best for you and share content consistently.
6.4.2 – Reciprocal sharing sites
Sites like Viral Content Bee allow you to earn ‘credits’ for sharing other people’s content, which, in turn, allows you to post your content and get it shared by others.
6.4.3 – Popular social bookmarking sites
Sites like Reddit, Flipboard, and Digg allow you to post your favorite stories, images, and videos. Other users can take these ‘bookmarks’ and add them to their collection or share them with even more users. These type of sites usually have a voting system so members can ‘upvote’ their favorite posts. The more votes you get, the more exposure your content gets.
6.4.4 – Niche social bookmarking sites
As well as the popular mainstream sites there are numerous niche bookmarking sites. Find a site in your niche to get more shares and engagement. Here are a handful of examples to get you started:
6.4.5 – Social groups, communities, and forums
Get involved with online communities like Quora where you can contribute to discussions and establish your authority. These places are not for dropping links to your latest post, but you can include a link in your bio.
Pro Tip: Look for established groups that are active and have good moderation.
6.5 – Paid advertising
Paid advertising is a valid alternative to the free methods listed above. You can reach a broader audience in a quicker time if you use the right tools and strategies.
Here are three forms of paid advertising to consider:
6.5.1 – Social media advertising
As social media organic reach declines, spending on paid advertising increases, with researchers predicting it will rise to $31 million by 2019. If you want to advertise your content on social media, it’s essential to choose the best platform for your niche, so that you get a decent return on your investment.
Each social media platform has different demographics and advertising formats:
Aside from the main networks, you might want to consider alternatives like Quuu Promote or Reddit.
6.5.2 – Native advertising
Native advertising is another form of paid advertising – made popular with Content Discovery Platforms like Taboola and Outbrain – that place adverts at the end of an article. They’re designed to blend into the publisher’s site and usually appear as “You May Like”, “Recommended For You” or “Promoted Stories”. Here’s how a Blogging Wizard post might look via Outbrain:
6.5.3 – Search advertising
Search advertising – also known as PPC (Pay-Per-Click) advertising – places adverts at the top of the search results pages denoted with an ‘Ad’ icon:
You pay a small fee every time somebody clicks on your ad. The cost varies on the popularity or demand of the keyword you’re targeting.
Chapter 7 – Measuring and tracking SEO
In this chapter, you’ll learn how to measure and track your SEO performance.
7.1 – Google Search Console
Google Search Console is a good starting place, and recently it’s had a facelift with improved visual reports.
By doing performance section you can get an overall performance for a given period:
Impressionen – How many times a user saw a link to your site in search results.clicks – How many times a user clicked through to your website.CTR – The percentage of impressions that resulted in a click.Average position – The average position of your site when it appeared in search results. (Not such a good measure because you can have both high and low results).
Next, you can look at specific results for:
Queries – Search queries matching your keywords.Pages – Best-performing pages by clicks and impressions.Countries – The location of your traffic.Geräte – View the proportion of traffic by desktop, tablet, and mobile. Aussehen suchen (not always present) – Shows results for special pages like AMP, Rich Snippets, etc.
You can filter, sort, and download (CSV file) these results for further analysis.
7.2 – Google Analytics
Google Analytics is the most popular web analytics tool. It’s packed with data and metrics to help you understand how your website is performing.
As you work your way through the different views, you’ll come across three main metrics:
The acquisition metrics are useful for showing you what channels, pages, and keywords are attracting the most visitors to your site. Then you can compare how many are new visitors or returning visitors.
Sessions – The number of times when users are active on your site.New sessions – The number of new users compared to returning users.New users – The number of users coming to your site for the first time.
The behavior metrics show you how users are reacting to different pages or keywords on your site. You can work out which pages are more popular and which need attention.
Bounce Rate – The percentage of users leaving your site after a single page view.Pages / Session – The average number of pages a user views each session.Average Session Duration – The average time users spend on your site per visit.
If you’ve created any goals then the conversion metrics show which and where they convert best. You can create goals in Google Analytics to track events such as newsletter subscribers, contact form submissions, and content downloads.
Goal Conversion Rate – The percentage of conversions per channel.Goal Completions – The total number of conversions.Goal Value – The value of each conversion.
Let’s take a look at where your website visitors are coming from and what keywords and pages brought them.
7.2.1 – Traffic sources
In Google Analytics, you can navigate to Acquisition > All Traffic > Channels to see where your traffic comes from:
Here’s a brief overview of the different channels:
Organic Search – Traffic from search engines; e.g. Google and Bing.Direkte – Traffic without a traceable referral source; e.g. users typing your URL into their address bar or using a bookmark from their browser.Social – Traffic from a social network; e.g. Facebook, Twitter, etc.Referral – Traffic from another website; e.g. users clicking on a link in a guest post.Other – Traffic from other sources where the UTM_Medium parameter is incorrect.Paid Search – Traffic from a paid search advert; e.g. Google Ads.E-mail – Traffic from your email marketing campaigns; e.g. clicking a link in your newsletter.
Note: Traffic ends up in these various channels according to these rules. Check out this article for a better understanding of channels.
7.2.2 – UTM tracking
To help improve the accuracy of your traffic sources, you need to add tracking parameters on all the links you can control.
UTM values show you:
source – Where the traffic is coming from; e.g. Newsletter, Facebook, Twitter, etc.Mittel – How the traffic is coming to your website; e.g. email, social media, etc.Kampagne – Why the traffic is coming to your website; e.g. the campaign date, special event, product launch, etc.
UTM values are the strings of text that start with a ‘?’ after the primary URL address. For example, a UTM-tagged URL might look like this:
Anyone clicking the example link above sends additional information to Google Analytics, so it knows that you arrived at the website page – CSS Hero Review and Tutorial – from the email newsletter campaign dated 26 September 2018.
There are two places where you can find the UTM information within your Google Analytics dashboard:
1) Acquisition > All Traffic > Source/Medium:
2) Acquisition > Campaigns > All Campaigns:
You can select from the three main UTM values – Source, Medium, Campaign – via the Primary Dimension.
7.2.3 – Keyword tracking
You can also track the performance of your Organic (non-paid) and, if used, Bezahlt (search) Schlüsselwörter.
1) Acquisition > Campaigns > Organic Keywords:
The default primary dimension is ‘Keyword’, but you can also click on ‘Landing Page’ to see which pages perform best and attract the most traffic.
7.3 – Rank tracking
When you’ve researched keywords and incorporated them into your content, you’ll want to see how they’re performing. And the best way to do that is with a dedicated rank tracking tool.
Rank tracking tools allow you to track positional changes on a daily or weekly basis, compare your performance with competitors, monitor country or regional differences.
Recommended online rank tracking tools you could try are:
Check out our comparison of online rank tracking tools to suit all budgets.
That’s the end of our guide.
Now you know SEO is not so bad after all.
So, take your time and digest what you’ve learned in this post. Then, it’s time to start implementing what you have learned.
Google Webmaster Tools
Bing Webmaster Tools
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