Online Content Collective November 18, 2013

Content Collective Marketing

This week we’re going to go over some of our favorite articles from The Moz Blog. We’re big fans because MOZ is consistently offering the best of the best, so we wanted to share some of our favorite posts with you and go over the various ways you can enhance the quality of what you are putting on your or your clients’ websites.

Be the Result that Google Wants to Rank

In this article Kristina Kledzick talks about ranking in Google and how to be what they want other people to see in their search results.

In the past, Google didn’t think much like people do, and ranked sites based on keywords and things that weren’t necessarily appealing to visitors. Now things have changed and it’s all about putting out what people want to see. She points out that we are actually on Google’s side. We want our sites to be for the visitors.

Kristina goes into some SEO strategies, circa 2010, and discusses how we should handle them today with all the changes that Google has made. She includes keyword usage, content strategy, HTML tags and web design, link building and online PR, anchor text, and brand awareness.

It’s a robust article full of useful information. The biggest take-away is to create your site for your visitors.

Why Visual Assets > Infographics – Whiteboard Friday

Rand Fishkin takes a stance on infographics and why you need to be careful about how you utilize these tools. He shares his opinion that people are beginning to get tired of infographics, and that a lot of times they are not often well done, not optimized, and only used for getting links.

Rand points out several other types of visual assets that can be used to our benefit. Photos are great for social media and photo libraries. Charts are great visual representations of numbers. Illustrations, comics, and other types of visual information are all great ways to portray information and are easier to embed. They’re also easy to understand and have a lot of value.

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While people’s opinions may or may not differ from Rand’s, this article (and video) is great to point out that we shouldn’t forget about all of the visual assets that can help our SEO efforts and that there are options that can be stronger than infographics.

Stop Thinking Keywords, Think Topics

Kate Morris uses this article to change our thought process on how we are thinking about keywords and phrases and try to limit how often we even think about the term “keyword.” She says we should think more in terms of queries and what people are searching for.

She outlines some company goals we should all have, and points out that when we decide how to accomplish goals, we think about the major steps we can do to get there such as increasing website traffic, increasing the conversion rate, etc. The term Keywords is almost never used in your overall goals, and she says it’s important to lay them out so that you start steering away from that term completely when thinking about your goals.

Something that stands out is that your clients aren’t asking you for keyword reports solely because they want to know about keywords. They want to know what you are focusing on and if your efforts are actually working. The downfall of thinking like this is that there are multiple terms they could be ranking for, and you are being asked to only focus on a few of those. Not only that, rankings come from multiple efforts, not just keywords.

This article is a great reminder that good quality content is important, and placing emphasis on keywords should be a thing of the past.

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