Category Archives: SEO

Accessibility and SEO: Where They Overlap and How To Optimize For Both

The general perception is that website accessibility often hampers the SEO tactics. However, it is not completely true in-fact if we carefully look at the accessibility standard and approach and major SEO design tactics, they go complement each other.

The amount of momentum online world and digital marketing have gained unimaginable. With growth comes a higher level of expectation from users. Initially, the website acted as a virtual banner for your business which tells custom what they can get from the actual store and expectation was basic. However, now accessibility has become a bare minimum expectation.

Your website’s online content has to be accessible all the time literally to everyone and it’s not just about content. All the relevant functions should be working. Let’s say everything is working on your site; however, user faces issue while buying a product. It is an accessibility issue, although the content is available and updated. Buying functionality is down and here goes the user experience for a toss.

You can understand the criticality by the fact that many users have sued the companies for websites being not accessible. Google always stands with the user and has clearly defined guidelines for website accessibility to enhance user experience. No wonder site accessibility is a key area to consider for digital marketers.

Website Accessibility Can Improve SEO

Digital Marketers need to take website accessibility seriously just like website security and technical aspects of SEO. Let’s take a look at how web design based on accessibility factors can improve SEO as well. For more information, you can contact an SEO company.

Clear and Logical Structure

Just like SEO, Site accessibility is based on the fact that both website and pages should have a clearly defined structure which is logical and user friendly.

1. Website Structure should include clear navigation, usage of breadcrumbs for users, and well-defined site maps. Thankfully this is the need for a good SEO strategy. They provide easy content navigation for the users and also lets the search engine bots crawl through and understand the structure. If you are a WordPress user Yoast plugin provides options of using breadcrumbs in your site.

2. Page-level Structure: Now, if you look at the page level structure. The intent is to improve readability, that is, structure should allow screen readers to navigate easily.

  • Meaningful Subheadings
  • Content should be clickable and take you to specific subheadings

3. Now From SEO standpoint above two points are of great help. 

4. Using keywords within headings and subheadings improves content visibility and helps in page ranking.

5. The use of internal links in Table of Contents (making them clickable) automatically generates jump to links in the snippets which helps in increasing the click-through rate. (CTR)

6. There are various plugins available to assist you in creating clickable TOC.

7. Having a structure is also helpful in site readability in mobile devices and we know mobile usage is way more in few segments than other devices.

Readability

Your site content should be clear and concise. There are some basic rules which can help you achieve that like using simple and short words, write short sentences, avoid using slangs or abbreviation without their description. These rules also help in better optimization as the readable text gets featured more on search results and stands a definite chance in better ranking when it comes to voice search. While creating content keeps these small things in mind and it will help you with both accessibility and optimization.

Alternative Text (Alt Text) for Images

As part of the SEO strategy, you need to optimize your visual content by adding target keywords in the Alt text. So, Google can understand more about the image and they find a place in search results. This is also applicable to accessibility. However, a small difference is that instead of only focusing on keywords. Alt texts should be sensible, they should add context to the usage of the image. Not just what is the image, but what it is trying to convey. This is a must considering users who have visual difficulties, use various technologies to access web read the text. However, if images don’t have alt text. It will impact readability.

You may use a snippet tool or other various plugins available to see if your website has missing alt texts. This gives you a snapshot of each page. For a larger website where there are tons of images, you may use AccessiBe, which is an AI-based tool, and automatically generates relevant alt tags by analyzing the pictures saving you a lot of time and resources.

Transcripts for Videos

Just like Alt tags, Video transcripts are important for people with hearing difficulties. It is a required factor for accessibility. From an SEO perspective, Google considers text context important and it helps to rank. If you look at YouTube videos, their descriptions along with snippets appear on the search page. There are many tools available to help you in the creation of transcripts.

Any website should provide the user with easy navigation and content which makes sense. Coincidently, this happens to be the goal of both accessibility and SEO.

Avoid These 7 Deadly Mistakes When Optimizing Your Instagram Account for SEO

With more than a billion monthly active users, you can’t ignore Instagram’s role in your SEO efforts. If you think of it as a search engine, you must apply techniques that make your brand stand out. Although organic traffic is the best, you can give your account a boost by avoiding amateur mistakes such as:

1. You Don’t Have a Coherent SEO Strategy

Like any other decision designed to grow your brand, SEO efforts also involve meticulous planning. It includes how many times you’d like to post on Instagram, as well as relevant hashtags and captions for each post.

Your grid layout style should go beyond using filters to provide maximum visual appeal. It should have high quality photos, image consistency, a color scheme for all posts, and solid backgrounds. A disjointed feed makes it hard for followers and potential customers to understand, engage with, and want to know more about your brand.

2. Your Username Is Not Optimized

Most social media sites allow linking and cross platform promotion. A good example is Facebook, which also owns Instagram and makes it easy to post on both platforms. To avoid confusion among your followers, try as much as you can to have a consistent username across platforms.

Other than being unique, it should be easily recognizable and searchable. A long handle with characters such as underscores and hyphens in between is not advisable. A simple name also makes it easier for other users to tag you, which increases your brand exposure.

3. Ignoring Keywords

Keywords are a central aspect of every SEO strategy, especially if you’re competing against several similar brands. One way of improving your presence is to include the primary keyword in your display name and username. If people search for that keyword, your username is more likely to appear in the results. Your secondary keywords should also prominently feature in your bio, as well as image captions.

4. Failing to Use Appropriate Hashtags

Hashtags organize social media posts around common goals. They also increase the likelihood of users stumbling on and following your account when going through content streams. Your Instagram SEO strategy must treat them as keywords, and use them to optimize each post. Pick relevant hashtags for each post to ensure only your target audience follows you. Using the same sequence of hashtags for multiple posts not only denies you a wider audience, it might also be treated as spam.

There are various tools to help you pick relevant keywords to particular posts. A good example is keyword.io, which gives a list of hashtags related to your keyword search. You can also snoop on your competitors on Instagram for keyword ideas.

5. Not Using Alt Text

Most Instagram users don’t notice this feature, primarily because the platform places huge emphasis on images. It’s a wonderful opportunity to make yourself more visible by describing your photos. Before you publish a post, you’ll have various options, including “advanced settings”.

Clicking on this button gives you even more options, including the alt text feature. Giving a proper description to your posts allows Instagram’s algorithm to understand and rank your content better. If you find this part of your SEO strategy challenging, hire a professional social media copywriter. While you focus on high-quality images, your copywriter will craft content that will increase your search ranking and audience engagement.

6. Not Paying Attention to Analytics

The only way to know whether your SEO efforts are paying off is to study the ensuing data. Instagram Insights is the social media platform’s inbuilt analytics solution for business accounts. It shows you important data about your posts and stories.

They include your followers’ demographics and behavior, engagement details for various content types, and whether paid promotion is working. Although these insights are useful, Instagram restricts access to older data and the ability to export it. If you want more detailed statistics, use premium social media marketing tools. They include Hootsuite Analytics, Iconosquare, Sprout Social, Union Metrics, TapInfluencer, and Keyhole.

7. Using Black Hat Optimization Techniques

The biggest search engines and social media sites want the content on their platforms to be as genuine as possible. Their algorithms are powerful enough to identify deceptive or outright fraudulent marketing techniques. Examples include posting stolen content, using bots, stuffing keywords, following several accounts in a short period, and buying followers. Such shortcuts are counterproductive because they harm your account. If you repeatedly use these tactics, Instagram could shadowban you.

That means your account will only be visible to people who follow you. This will make it extremely hard to get new followers. What’s more, you won’t even know your account is limited, so all your SEO efforts will go to waste.

SEO is a long term strategy. If implemented correctly, you’ll reap a large ROI for your efforts. For your account to attract a loyal following, you must prioritize unique, high quality, and relevant content. It makes it easier to grow both organically and through paid promotions.

5 SEO Tips for Successful Content Marketing

The right content marketing strategies help you get your message to the right people. It not only improves your ranking on search engines but also boosts brand awareness, earns you more traffic, and increases your conversions. If you are new to SEO or you simply want to enhance the success of your content marketing strategies, below are five tips that will help you achieve your marketing objectives.

1. Create High-Quality Content

Crafting high-quality content makes it more shareable and earns you loyal followers who come back looking for more. To help improve your SEO, create unique and helpful content that is easy for your audience to consume and comprehend. Your written content should be scannable, use simple language and short sentences, and include heading and sub-headings for easy navigation.

By creating high-quality content, you will also get inbound links from other sites using your content as a reference. These links improve the authority of your website and prompt search engines to rank it higher.

2. Target the Right Keywords

Keywords make your content visible to searchers, so you need to capitalize on them to get more traffic. When creating content, target multiple keywords (both short-tail and long-tail) so that you drive traffic to your content continuously. This requires in-depth keyword research so that you can optimize keywords that match the intent of your target audience and is also relevant to your content

For the best results, use your targeted keywords on critical areas of your content, including the headlines, Meta descriptions, and title tags. This way, you rank higher on search engines, attract more clicks, and boost your long-term conversions.

3. Write for Your Audience

Understanding the needs and interests of your audience is key to writing relevant and valuable content. What’s more, Google algorithms favor websites with high quality and helpful content when it comes to ranking.

You, therefore, need to learn about your customer base, segment them, and create relevant content for each demographic. As much as you want to optimize your content for search engines, remember to write for humans too. Find out what your target audience likes and tailor your content to their preferences.

4. Go Social

Social media platforms offer the best avenues for brand awareness, as most consumers have social media accounts. With the young generation spending much of their time on social media, promoting your content via sites like Facebook, Instagram, Twitter, and YouTube will significantly enhance your content marketing success.

Create a comment section for your blogs to spur discussion, add share buttons for easy sharing, and post your content’s links on your social media page for your followers to access and share. You can also team up with influencers for better results and to reach a wider audience

5. Include Call-To-Action

If you want your content to convert and serve its purpose, you need to provide a clear call to action. CTAs direct your readers on the next step to take. Whether it is downloading a catalog, making a purchase, or signing up for weekly updates, ensure you include a CTA in your content.

A short and simple CTA that implies urgency is ideal for persuading your readers to convert. Although CTAs are essential, it is advisable to focus on one action at a time instead of asking readers to take multiple steps like subscribing to emails and making a purchase at the same time.

By using the above SEO tips, you’ll create a positive impact on the success of your content marketing strategies.

Companies Have To Change Their Business Strategy To Survive COVID-19.

Coronavirus has swept in and turned our world upside down. The way we do business has changed forever. Old business models are dying while new ones are rising from the ashes.

COVID-19 is killing both people and businesses at an alarming rate. In the U.S, at least 20 million people have lost their jobs. Companies have to rethink their business strategies to stay afloat.

Businesses that have read the signs and optimized their sites are riding the wave and may survive.

How can smart businesses use SEO in these COVID-19 times?

SEO has many applications and benefits. The initial SEO investment is high, but the ROI is worth the penny.

To optimize fully companies will have to,

Create custom and target content.

COVID-19 has disrupted regular business leading to an explosion of e-commerce in the last few months. E-commerce may hit $4.2 trillion in 2020.

A new breed of shoppers has appeared, and companies have to change tact to entice them. 

The current buyer is more conscious and leans towards healthy and affordable products and services. Value for money is the new name of the game: no more splurge shopping, holiday gateways, and fancy dining. The current shopper wants something he can do at home, affordably and healthily.

For companies to attract such buyers, they have to design content that is suited for a COVID-19 shopper. If companies implement such strategies, they will have an added advantage.

Stay relevant.

The current economic situation is volatile and shifts daily. Companies have to be on top of their game in monitoring what’s biting in the market in real-time. The world is facing an emotional crisis, and buyers are highly influenced by the ever-changing health landscape.

To capture the market, businesses with relevant content will score big. Using tools like google analytics is a smart idea in mapping out strategic campaigns for ranking keywords.

Keywords such as “at home”, “lockdown” are featuring prominently in search engines.

Content that prioritizes such keywords will rank higher in SERPS, leading to higher visibility and Click-Through Rates.

Create diverse user engagement platforms.

Regular billboard ads are not hacking it anymore; nobody is going out anyway. Companies have to rethink their ad strategies to be relevant. 

Businesses need to tweak their sites to engage users in various platforms like social media and emails. 

Companies need to engage SEO firms to overhaul ad strategies and user engagement platforms. With over 42% of the globe on social media, it is a gold mine. 

Buyers are using their mobile gadgets more to conduct business. Ads that are mobile-friendly are a big win. To survive these pandemic companies have to think big and smart.

Dedicate a COVID-19 page

This engagement gives a business a high score on CSR (Corporate Social Responsibility). It provides a company with a human touch and shows that company’s care for their clientele.

Giving reassurances on how the health of the consumer is paramount concerning the company’s products will make loyal customers remain loyal.

Exclusive discounts, shares of sales going to charity, and content on how to stay safe will endear brands to their customers.

Prepare customers for post-COVID-19 life.

The world will forever change after this pandemic. COVID-19 has an unseen benefit, though. As old businesses tank, new opportunities are cropping up. 

An organized company will seek to advise and reassure its customers on post-COVID-19 opportunities.

With companies, switching to digital platforms, the real estate sector is ripe for investment. A well-organized company will likely highlight these to its customers.

Improve the company’s website

Now is an excellent time for companies to test new metrics in their systems. Because of the business uncertainty and ever-shifting parameters, companies will get actionable data that will help them come up with the best SEO practices for their future engagements.

A business site with Images of crowds holding hands will not augur well with social distancing measures currently in effect. 

Key indicators like site bounce rates, CTR, and competitor site format will give company ideas on how to optimize their sites better.

Local SEO packs for physical stores, updating listings on my google business, and updating images should be a priority for companies.

SEO is a game-changer

SEO is as old as the Internet. It’s a dynamic field that is always changing. In the current digital age, good SEO is mandatory for a business to survive. Fortunately, the little things count. A company that pays attention to its SEO stands to reap massive returns in the end.

5 Ways Boat Dealers Can Use Instagram To Sell More Boats

The buying and selling of boats are primarily known to be an offline process. It has mostly been done through traditional advertising, customer referrals, brick and mortar stores, and other local channels. However, I want to make the critical point that boat dealers need to leverage the internet if they are going to remain competitive and boost their sales. 

While internet marketing might be unfamiliar waters for most boat dealers, they need to begin using this channel to their advantage. One of the best ways you can sail your boat business towards the path of new customers is by leveraging social media platforms. 

In particular, I have found that Instagram can be a boat marketer’s best friend. Not only can you share attractive photos and information about your products, but you can also use SEO tools (such as Yoast SEO) to drive more traffic to your social media pages and your website. 

Let me share with you five ways in which you can use Instagram to sell more boats. I will also integrate a positive review of Yoast SEO while I’m at it. 

1. Identify Your Target Audience 

The world of the internet can be likened to treacherous waters, where navigating without a compass can cause you to get lost at sea. I always advise boat dealers to identify their target audience before they begin implementing a marketing strategy. Your target audience consists of the potential customers who you would like to reach out to and convinces to buy your boats. 

One way of identifying your target audience is by finding out what boat lovers like and need. You can then design your content and message around the pain points of your customers to satisfy those needs. 

2. Optimize Your Photo Descriptions for SEO

The next strategy I recommend is to design and share high-quality content. High-quality content is information that attracts your customers and is easy to find on the internet. 

Tools such as the WordPress Yoast SEO plugin are excellent for optimizing your content for search engines. As a positive review of Yoast SEO, the plugin guides you along as you create your content for websites and social media platforms. It ensures that your content ranks as highly as possible on search engines so that customers can find you when they come looking.

How does this help with boat selling on Instagram? You can optimize your picture descriptions on Instagram for SEO so that customers searching for information relevant to boats on the platform are more likely to find you. 

3. Share High-Quality Photos

Make sure your photos are taken professionally and that they highlight all the unique selling points of your products. The pictures are what makes Instagram unique. So make sure your photos portray your business in a positive light. 

4. Get Personal with Your Followers

One of the most significant benefits of social media is that it allows you to connect with customers on a more personal basis. This increases brand loyalty and outreach to customers. 

I advise you to take advantage of this benefit by recognizing your followers personally. Make sure you follow active and engaged subscribers, like their photos, and share their content on your own pages (with their permission, of course).

5. Integrate Instagram into Your Other Marketing Channels 

Many boat marketers don’t realize the potential that lies behind integrating social media into their other marketing campaigns. Instagram can significantly boost the outreach and results of marketing channels such as email and SEO. 

Taking email as an example, you can integrate Instagram links into the email messages that you send to your customers. The links should direct customers to your Instagram page, where they will enjoy the quality content that is there. 

You can also implement email marketing campaigns with the specific purpose of directing your customers to your Instagram page. I’m confident that this will result in more sales for your business.