Richard Baron is a dynamic global digital marketing leader uniquely qualified with an in-depth knowledge of paid search, SEO, digital strategies, ecommerce, content marketing, web analytics, data mining, digital transformation, and conversion/retention marketing techniques.
I have created and implemented strategic digital analytics research, campaigns, project management, content management, ad words campaigns, organic search strategies, data focused programs, and affiliate programs for major digital projects.
Today's SEO techniques keep shifting with new search engine algorithm updates, but there are many basics that remain the same. I understand the SEO factors that every site should focus on when creating and optimizing their website.
I start projects by researching and evaluating the possible future of your niche or industry. Where are things going? How is technology affecting your niche? What about in 5 years? Are there looming economic changes that will impact your business?
Chatbots, Google Data Studio, Search Metrics, Programatic Platforms, Direct Track, Botify, Moz, Ahrefs, BrightEdge, Adobe Analytics, Salesforce, Google Analytics, IBM TeaLeaf, Oracle RightNow, Tableau, Cognitive SEO, DeepCrawl, Conductor, Link Detox, Screaming Frog, plus many others.
The power of SEO for getting your company's website ranked better in search engine results is uncontested, but the way that successful SEO is implemented has changed dramatically over the past few years. Today's SEO techniques keep shifting with new search engine algorithm updates, but there are many basics that stay the same. These are the factors that every site should focus on when creating and optimizing their website.
Content is King
No SEO methods will be effective if you don't have great content on your site. The saying "content is king" means that everything points to your content, and that's what will keep people coming back to your site. Your content must be written so that it attracts both readers and search engine spiders in order to make it both read well and be indexed the way it should be.
Targeting human readers should be the main focus of your content efforts. That means creating copy that is both interesting and informative. Targeting search engine spiders requires the use of keywords and phrases that will let the search engine know what your page is about. It also requires the use of language that is complex enough to tell search engines that your site isn't a spam site and is suitably complex to be informative. This often means writing on a high school level to keep the language complex and varied without making it so challenging that some readers won't understand it.
Social Media for SEO
Social media isn't just there for fun- it's an important business tool that can actually contribute to your SEO efforts. The relationship between search engines and social media sites is a complicated one. The number of links, retweets and followers you amass won't directly contribute to your SEO. Search engines do not factor those into the equation when ranking your site. However, those aspects of social media engagement help to build your brand and drive traffic to your website. That in turn encourages more people to link to your site.
Getting those links is more likely if you do have a lot of friends or followers of your social media accounts. The more followers you have, the more often your content will be read and shared among their friends and followers. That will lead to more site traffic and more people wanting to link to you to continue to spread the word about your site. Having a wide variety of links pointing to your site is a major component of SEO.
Your on-page optimization is your efforts to create pages that bring in search engines. This includes the use and creation of keywords on the page in the titles and subheadings as well as in the content itself. It also includes the use of backlinks to other websites and the use of tagging to tell search engines what your site is about.
Your keywords should take into account what people are searching for when they are looking for a site like yours to help search engines to better place it in their search results. Doing keyword research on the synonyms and common search terms for your topic can make this more efficient. The use of photos and videos can also help visitors to find you. Many people do photo and video searches to get information, and having that multimedia appeal can drive in more readers.
Your Site's URL
The URL that you choose for your site's pages should be descriptive of the page and not too long and unattractive. Pages that are long strings of numbers and letters aren't ones that people will remember later or want to spread on social media. Look at each page's URL and decide whether it is descriptive and easy to share or whether it could be improved on. According to Google, the first three to five words of a URL are important to the SEO value of the page. Having any words beyond that will not help its SEO and will make the URL overly long for readers. Choose a few words for the URL that will describe the basic content of the page.
A big part of your site's on-page SEO is to create the correct tags for each page. Meta tags communicate directly with search eninges and should describe your page with brief, informative language. HTML tags are used to highlight the areas that are the most important for readers. These include header tags that describe the different sections of the text. Tagging helps to index your page for the right keywords and categories through the use of keywords in your tags.
By using all of these principles together to create a comprehensive SEO effort, your site will rank better and will be found by more readers. Communicate both with search engines and your readers to make your site easy to find and easy to read.
By 2018, eCommerce will account for $2.5 trillion in revenue. It will overshadow the year 2017 also. Simply stated, a lot of money is being made in the digital arena, and below you'll find out why upgrading your business should be a high priority.
Majority Online Buy Online
As entrepreneurs, business owners or product developers, we have to go where the consumer goes. It's digressive to set the standards you believe your consumers will live by. The best business persons understand they must live to the standards of their consumers, what their consumers need and when they need it.
With that said, over 80 percent of the people who access the Internet also buy from retailers, entrepreneurs and shops accessible from the Internet.
Broader Access to Leads
If you have a physical store location or shop, with a product or service that's not limited to being used only by locals, then online presence allows you to expand your business or market with real, useable access to the entire world. There is no exaggeration in that statement. Over 3.5 billion people will use the Internet this month alone.
Factor in that most online marketing, branding and retailing systems are one-time setups, you literarily can't afford to not have means whereby you expand your personal market online.
The digital component of computers gives marketers and PR agencies new tools and developments to reach consumers in ways never thought possible. Even today, the average person can begin distributing ads and banners at a fraction of the cost large organizations were stuck with in the past.
This allows anyone to improve their branding which ultimately builds better relationships, expands your online presence and gets people talking about your uniqueness.
Maintaining or improving customer experience should always be a priority. Today, it can be done by using online platforms for eCommerce to make the buying process, the research process and the shipping process much easier for your clientele. Because eCommerce is such a booming infrastructure, the ease of use and the access could alone justify the reasons for getting into it.
Your customers will process transactions quicker, with better communications to you and in a new system that ensures they are re-targeted for more business in the future.
Week Ending 8/12/16
What's new in the world of search engine optimization (SEO)? Each week, I'll post summaries of late-breaking SEO news, keeping you well informed of the most recent articles and SEO updates from Google and search industry thought leaders.This week, find out about PDFs and duplicate content, how Google gets personal, the search console glitch and Flash finally goes silent on Chrome.
Google Says No Problem With Downloadable PDFs When That Content Matches Your Web Content
John Mueller of Google said on Twitter that if your site provides a PDF download link of web content and it matches content on your web site, it is not a problem. Google would not see it as a duplicate content issue and it shouldn't hurt your rankings at all.
Google's Gets Personal
The Android phones and Google Search virtual assistant app Google Now, will be asking about your interests to help personalize the results. This new test feature displays six categories: Sports, TV, Movies, Musicians, People, and Stocks so a user can identify their particular interests.
Data Glitch: Data Missing on Google Search Console's Links to Your Site
A recent bug was found on Google Search Console's Links To Your Site report. Web Masters are reporting a "no data available" message glitch where the Links to Your Site Report is affected. Google is aware of the error.
Flash Goes Silent
When Google rolls out the new Chrome update to its Chrome browser, Flash will be gone. In September, Google will release Chrome 53, designed to block Flash and provide a pure HTML5 experience.
As you can see from these latest Google updates, it's critical to stay up-to-date with the latest and greatest SEO best practices and comments from industry insiders. If your business is implementing digital marketing strategy, these SEO news summaries will help keep you on track. See you next week!
Digital marketing is a constantly evolving marketing practice, both in theory and in actual custom. The concept and mechanics are continuously evolving both within the digital technology and marketing communities. The practice of digital marketing is still so new that paradigms for its use are still evolving. While digital marketers agree that some type of consistent digital marketing strategy is necessary to be successful at digital marketing, the practice remains so new that a baseline strategy is still evolving.
THE PLACE OF THE DIGITAL WORLD IN MARKETING: WHERE IT FITS INTO TODAY'S NEEDS
The availability of the power of the Internet and the use of multiple digital devices on demand make a pairing of the two technologies inevitable. Individuals who once considered themselves "tech averse" now find themselves seamlessly attached to their technology and portable devices for work, church, entertainment, learning, communication, and financial matters.
RELEVANCE TO TODAY: The speed with which digital marketing functions can be achieved is in keeping with the speed of progress in the digital arena. The powerful speed and capacity of the Internet allow digital marketing projects to proceed at the rapid pace of all things Internet. This rapid delivery permits digital marketing innovations to take place in real time, allowing the world's of commerce and business to function at increasingly quicker rates as well.
APPLICABILITY TO THE WORLD OF THE FUTURE: The increased capability afforded by the digital environment permits all technology, particularly the Internet of Things which contemplates total connectivity of all devices, appliances, and anything else used to run anything, can literally revolutionize the world as we know it, starting with the impetus of digital marketing.
CONCLUSIONS FOR THE FUTURE OF DIGITAL TECHNOLOGY AND THE MARKETING ARENA:
The enhanced capacity available through innovations in digital technology have the ability to change how humans make the world operate. A threshold location where this will become apparent is in the growing world of digital marketing, where time-tested marketing principles will be extended through digital capacity to produce marketing progress unlike we have experienced in the past.
If you have a new product, service or idea to sell, you already know that you must have an internet presence or you'll be missing out on the full potential of your brand sales. A web presence requires content and a digital marketing strategy. What is internet content? Simply put, it is anything placed on a web page, such as an article, product description, service explanation, video file,audio file, photo or other image, or all of these in some combination. Content works with digital marketing like a product display in a retail store. The display (marketing effort) puts the product (content) in front of the potential buyers' eyes.Where did content and digital marketing come from? Content and digital marketing grew out of the rapidly expanding usefulness of the internet. When sellers discovered that buyers use the internet to find information and products, they began to develop useful content to inform potential buyers. They found that together with search engine algorithms for finding and listing relevant sites, they needed good content first to attract visitors, inform them and convert views into sales. This is digital marketing: the combination of good content and presenting it to search engine algorithms such that the engine will list them higher in the results. What Makes For Good Content? Good content uses words and phrases that explain what the brand is attempting to provide to potential customers. Those words and phrases are what naturally describe the exact products or services available and are woven into the information a buyer needs in order to decide to stay on the site and do business. While it is tempting to load content with nothing but keywords and provide less valuable information thinking the repetition will enhance the site in the search results, this strategy makes for poor content and has the opposite effect on search engines. If a site looks "stuffed" it is indexed as one that is not particularly relevant to the user of the search engine. Good content, simply put, gives the buyer what s/he wants: relevant information. Relevant information puts the site higher in search results. What is the Future of Digital Marketing? From etchings on a cave wall to Google Analytics, content and digital marketing are ever evolving things. Interactive marketing that uses tracking data to determine what works and what doesn't is the new Big Thing in digital marketing. But bigger still is Augmented Reality marketing coming on line soon, which creates sensory advertisements to overlay virtual content on a real environment. Every brand needs a digital presence to succeed, and good content drives a good digital marketing plan to attract visitors to your product online and convert those visits to purchases.