More than Mobile – We’ve expanded to include SEO, Paid Search and the best sales tool we can think of – the 360 Audit. To celebrate the launch, we did a complete redesign of our website – we hope you like it! It’s time to give local business a simple way to digest “digital” and then do something about it.
360 Audit – a Digital Rep’s Best Friend!
Use the 360 Audit on sales pitches. Hand your customers a detailed assessment of their site quality, SEO rankings, social effectiveness and more. The 360 Audit demystifies digital so you can talk plainly with your customers.
Paid Search Drives New Leads
Our new PPC tool puts your ad at the top of search results. We go one critical step further than others though, we benchmark you against similar businesses and suggest ways to improve your results. You’re going to love the interface!
SEO – Get to the Top Organically
Our SEO tool propels your business to the top of search results. It automatically creates multiple, highly targeted landing pages based on the most common keyword searches. Each page is designed to “speak to” the end user and drive more leads to your business.
What’s Next? In another 3 weeks you will see an even more detailed V2 of our 360 Audit. We also add Social Posting to our Message Center. Now updates and offers can be posted to all your social outlets in a single location.
We hope you like what we’ve done with this release, as always we welcome your feedback.
Until next time – Mark
Content optimization for new pages.
1. First and most important is to write for humans and not machines. Write on the style or jargon of your potential visitors.
2. Make the text be readable for all audiences. Avoid the need for a very high level to understand the copy and stuffing the copy with unrelated keywords.
3. Carefully choose the keywords to optimize each new page. Select up to 3 keywords per page. Use keywords that match what the user is looking for. The ideal keyword has great potential search and very little competition.
4. The textual content of each page should have a minimum of 100 words. (We recommend including an intro or introduction of two extension lines to include keywords and summarize the content of the page). Maintaining a high rate in the relationship of indexable text /HTML since pages with low percentages have no SEO value. The ideal ratio is 25% to 70%, with an acceptable value from 15%.
5. Maintaining good density ratio between keywords and textual content. It is recommended that the use of keywords does not exceed 5-7% of the textual content of the page.
6. Highlight keywords on textual content using tag <strong>.
7. It is very important to the “principle of priority” in the structure of the text, ie, the further to the left is a word becomes more important for the algorithm of a search engine. This is why keywords should appear at the beginning of paragraphs and located mainly on the left side of prayer.
8. The semantic variation of the keyword is also taken into account by search engines. It is important that the content have semantic variations of a keyword (such as singular, plural and synonyms).
9. For example if we have the keyword “leather bags Milan” always better “leather bags from Milan” to “leather bags created and designed in Milan” since it acquired next higher value for the algorithm of search engines.
10. Place the Keywords in the following elements of each page:
Page Title: Use only one keyword, the most important next to the branding. (Using more than one word, it can be considered as Google penalty-inducing technique “Keyword Stuffing”). The title will have a maximum of 70 characters.
Meta Keywords: Use the 3 keywords and 2 more related. This tag will take up to 5 words.
Meta Description: Use the first 150 characters of the text written for each page (which will correspond to the intro text, in order to ensure the emergence of the keywords in the description of the results of búsqeda). This tag will have a maximum of 150 characters.
H1, H2, and Images Atl, inbound and outbound links: Use the 3 keywords separately and together with other words to prevent the recurrence of the same content in each of these elements.
Maintain a Natural and Relevant relation of Keywords/Content
The keywords you select, and appearing in the title, meta-description, URL and Hx, should also appear in the page content distributed in a relevant and consistent manner.
Use a mixture of Short tail Kws (popular and competitive) and Long Tail Kws (conversion). Whenever the flow is natural and relevant keywords need not worry about the exact value of a keyword density.
The content must have a meaning, never use meaningless keywords, otherwise the site could be penalized by search engines.
On April 2012, many sites have been hit by the update of Google Panda Algorithm, the keyword stuffing. (Over optimization of keyword density) was among the main reasons.
Another aspect of this Black Hat technique is to hide keywords within the content. From the above algorithm update, rankings of many sites were collapsed due to the use of this technique also known as “Spam Indexing” including actions such as:
• Hide keywords with same background color
• Hide keywords in a small portion of the page. See an example of this at this post from Google which speaks about webspam.
We’ll post some Subjective techniques in the future. If you have other tips please post them in the comments.
To find out more about InSequent’s automated SEO product please email us at firstname.lastname@example.org.
Many newspaper companies (and YPs etc) are transforming into digital agencies before our very eyes in order to make their sales forces relevant in the local markets they serve. It’s true they usually have the largest and most trusted sales forces and relationships within any of these local markets which is a huge asset. With demand for print on an inexorable decline they need to do something to replace those lost print dollars and most have figured out that is digital – websites, mobile sites, deals, coupons, SEO, SEM, Display, Rep Management, etc. (As John Paton from Digital First Media is fond of saying, “replace print dollars with digital dimes.” I think the dimes could be much bigger than the dollars someday and much higher margin).
Help the local business drive customers to their mobile optimized websites and landing pages and generate more calls – that is the goal. You can no longer say placing an ad in xyz paper will get the job done and local business owners have figured it out. All they have to do to look for proof is pull out their own smart phone. So it should become an easier and easier sell as time goes on.
Some of the larger newspaper groups are attempting to sell their digital agency services to other newspaper companies thereby expanding their reach beyond where their own dailies operate. Smart.
Tread carefully however. The danger is that technology is an ever evolving beast so make sure you have a long term outlook out of the gate and make sure all your products work together (it should not be like Oz behind the curtain cranking levers! That could get real messy over time!) Rushing to market with something half-baked or strategically flawed is worse than waiting. And the local business owner is already weary from the 5 calls/day they get from xyz digital rep at the Acme daily deal company.
Speed to market cuts both ways and first mover does not always win. Newspaper companies have a big asset in their local presence. That’s a great opportunity. How will they play it?