On Page Success Search Engine Optimization

When developing an online marketing strategy your on page success factors are considered your foundation.  In order for your marketing strategy to be successful your on page must be on point.

Choosing the Right Meta Title is Important

A meta title does a few things when it comes to your marketing strategy.   The meta title is prominently displayed in the search engines and is often one of the reasons a person will choose to click on your website.  The meta title can become a little confusing because we are not given a lot of space to tell the search engines the main topic of your website.  The meta title is also very important to your rankings and so coming up with a meta title isn’t always easy.  This is the space you have to place your most valuable keyword and the closer to the beginning of the title tag the more importance Google will place on this keyword.  Make sure you pick a valuable keyword to go in this top spot but also at the end you want to place your brand name.  Most websites will place your brand name at the end of every meta title and this is for a couple of reasons.  The search engines love branding and it is always important to place your brand name so the potential customers can remember who you are and will be more comfortable with the services you have to offer.  At the same time a bad meta title can wreck your keyword rankings.  As you can see this is a delicate balance of many things and should never be thought of lightly.

Don’t Forget Meta Descriptions

Meta descriptions are equally as important and gives us a little more room to actually make an entire compelling message.  The reason your potential clients will click on your link is usually because of your meta description combination with your meta title.  In this area we have more room so we can be compelling and make the potential clients curious about your service or a need to learn more.  In this area you can still focus on keywords but this section has decreased in value for the emphasis of ranking purposes so it is still important but in this area you will put more focus on converting your audience into clicking your URL so they can learn more about you by reading your website or landing on your website and deciding to call you.  Don’t forget this is also the space that Google will bold a keyword that the searcher used to search for your service in your description.  That alone helps pull their eye to your listing so choose your words carefully and with purpose.

As a side note Google has been known to change your meta descriptions at its will to make them more appealing to the searchers.  This doesn’t actually change your website rather they make the change when they show your results and it can change at their whim at any time.  Their goal is to serve up the most relevant content at all times.

Learn More About Structured Data

Structured data is purely for the search bots and often can not be seen by your customers.  This is more of a markup code that we use to talk to the search engine bots directly.  We can deliver information in the language of the search bots who you are, where you are located and exactly what services you provide.  We can tell the search engine bots where to find you on Twitter and Facebook, your phone number and even a basic price structure.  All of this information is very important and serving it up directly to the search bots is exactly what needs to happen.  I prefer to write the code in JSON but it is possible to write the code in HTML.  Structured data is a big topic and you can learn more here at Schema.org

Add Your Header Tags

Header tags are often talked about as H1 tags and often you will see a concentration on H1 tags – H5 tags.  By using header tags we are able to tell the search engines what is important and in order of importance.  You want to use your header tags wisely because theses do count towards your ranking factors.  The search engines will look at header tags to get an overall view of your topic and this is a great place to focus on your keywords.  You also want to use these header tags like a title for that section of the webpage.  You don’t want to put an entire paragraph into a header tag thinking you will out rank your competitors.  Using all of the tips in a well rounded marketing strategy is ideal but you don’t want to go overboard in any of the areas and appear spammy.

Learn more about SEO Austin TX, Backlink Services, Content, Indexing, On Page Success

Indexing Reveals the Power Search Engine Optimization

Indexing Puts a Spotlight on Backlinks to Reveal their Power

Any link that is created that leads back to your website or you add a new page to your website those items must be indexed.  If your links are never indexed the search engines (Google) will never know that link exists and your website will not be given credit for that link.  It is a pretty simple process of making sure your links are being indexed and there are several schools of thought regarding this subject.  If you are actively creating links back to your website then wouldn’t you like to be given credit for those efforts?  One school of thought on this subject is to wait for Google or the search engine spiders to find your link on their own time.  Some links are crawled at a higher volume while other links are crawled so slowly and may never be found.  Indexing a baclink is super fast and also easy so why would you wait a month or two or even longer to be given credit for your backlink building efforts?

Did you know that citations, a backlink to your websites with your name, address and phone number, are very popular to build for local rankings however they are also one of the hardest backlinks to index.  Most of my clients that come to me often have 30% of their citations not indexed at all and they were built over a year ago.  That means their website was never given credit and their efforts were wasted.

Now that we Know Indexing is Important…..

Indexing links is easier than you would think.  One simple way to index a link directly into Google is to go to Google and type in:  Google Submit URL.  This will allow you to directly enter your URLS for indexing for Google.  Search Engines use spiders or crawlers to index websites.  You are limited to the amount of links you can enter into this tool and the great thing is you are able to enter your links directly from your search page.  You are limited to about 20 links or less before Google will shut the tool down.  If you have a large amount of links to index there are a large variety of tools on the market to help but you must test them out and see which ones actually get the job done.  If you care to do well in Bing and Yahoo you will follow the same steps except you will go to Yahoo and Bing instead of Google.  Once your website is collected and stored (indexed) the search engines store the information for fast retrieval.

Digging Deeper into Indexing

Indexing also refers to your actual website.  Your website could have barriers that won’t allow the website or certain pages to be indexed.  It is important to make sure your website is indexed and you can do that by going to Google and doing a search like this:  site:yourdomain.com by performing this search if you don’t see your website appear you have a problem with indexing.  Indexing issues can result from barriers and your website was never indexed or your website was indexed and then for one reason or another you were given a penalty and the search engines decided to remove your website from the indexed search results.  Either way you need to figure out what is causing the indexing issues so you can get the problem taken care of quickly.

Learn more about Internet Marketing Service, Backlink Services, Content, Indexing, On Page Success

Backlink Services Will Charge Your Internet Marketing Strategy Search Engine Optimization

Backlink Building Services are a Part of a Comprehensive Internet Marketing Strategy

Building backlinks is a way to help a business reach their internet marketing goals.  Ysais SEO builds backlinks that will super charge your marketing strategy and is often part of a well rounded Internet Marketing or SEO campaign.

What is a Backlink and Why Do You Need Them?

link servicesSimply put a backlink is a hyper link to your website from another website.  For instance if you have a Yelp Business Page you will see a link back to your website or you will see your URL.  If you click on this link you will them be taken to your website.  A backlink can be a link to your website from any other website and can be in many different forms.  On the big social platforms like Facebook and Twitter you will see your link back to your website and it will be your URL.  It is also possible to have a link back to your website from a blog post or any other website and instead of having a URL  you will see works like the services you offer and if you click on the linked words you will be taken back to your website.  There are many different forms of backlinks but the simple definition is a link from any other website that is hyper linked back to your website and that link can be a URL or any words and it is always linked or hyper liked back to your website.  Often you will find backlink building services as a part of a well rounded Internet Marketing Strategy.  Backlinks help Google to determine what your website is about or what types of services you offer.  Google is super smart and their algorithm can do many things but we still have to build a great foundation so that Google is able to correctly determine where your business is located and the types of services that you offer.  It is possible to build that foundation with a backlink building campaign. Backlinks also build your website authority and trust which is very important for a successful campaign.  Remember, backlinks are a part of a campaign and is in no way the only part or technique to make sure your business reaches your customer acquisition goals.

Smart Sources for Reliable and Powerful Backlinks

It is important to not constantly reinvent the wheel because some of the hard work has already been accomplished.  Your competitors, by competitors I mean the businesses that offer your services but are already located on Page 1 of Google, have already spent a large portion of their marketing budget on backlink research.  If you know where to look and how to dig deeper you can gain a lot of reliable and powerful backlinks that your competitors are currently already using to reach their marketing goals.

We use tools to so spy on your competitors and to grab as many backlink opportunities for you as possible.  There are a a ton of tools on the market that will help you dig into your competitors backlinks like SEMRush and Ahref’s to name a few.  We use tools to compile a list of backlinks from all of your competitors and then we go through a process that clean’s the list.  We are looking for backlinks that are possible for us to obtain for you because your competitor will have a lot of backlinks that we are able to obtain on your behalf but they will also have backlinks that we won’t be able to obtain.  The backlink list is also cleaned and then put into an order so we have the most powerful links that are possible to obtain first and then we go down the list from there.  When we are looking for links we are looking for links that meet our special criteria because anyone can grab a whole bunch of backlinks and still not reach your marketing goals.  You must know how to evaluate a link and then make a decision to obtain that link.

Some of the most powerful backlinks can be found by searching your very own city.  Did you know that places like your city organization offers backlinks to local businesses?  Of course they are not just offering baclinks but an entire program to assist local businesses in that particular city.  The cities will often charge for programs and to be listed on the city websites so be sure to go over all of the pros and cons before signing up.    Geographical backlinks are some of the most sought after backlinks in a local internet marketing campaign.  You can even reach out to some of the local bloggers and ask to be featured on their website.

Social backlinks have to be mentioned in this section.  The most important foundation of backlinks is the social backlinks that you obtain from setting up business pages on LinkedIn, Facebook, Twitter, Pinterest and more.  It is important to fill out your profiles as completely as possible and of course add your website for a social backlink.

The Magical Number of Backlinks Needed to Achieve Success

Clients will often ask how many backlinks they need to see success in their marketing campaigns.  There is no simple answer to that question.  You must consider that every website is different, every type of business is different and the search engines have over 200 qualifying factors before considering your website worthy of the first page.  Over 200 factors is a lot of factors and each region or niche is treated differently so in one city for a particular niche you might need 10 backlinks and then in a different city you might need 100 backlinks.  We can weigh all of the factors and speak from experience in many different local niches but there is never an answer to this question. We apply as many backlinks is needed so you reach your goals and we have a successful internet marketing campaign.

If you need a Link Building Service Call Ysais SEO (512)657-8773

Learn more about Austin TX SEO, Backlink Services, Content, Indexing, On Page Success

SEO Ranking Factors that Business Owners Should Actually Care About Local Search Engine Optimization

There has been lots of talk over the past year or so about ranking factor studies.  While Moz.com has been famous for their bi-yearly SEO ranking factors study and survey, we’ve also seen players like Ahrefs, SEMRush and Backlinko come out with their own large scale, million+ data point studies on what factors correlate to the highest rankings in Search Engines.

This is no doubt a great source of data and insight, as well as a technical feat that should be admired.  However, if you aren’t careful, it could become a distraction to what is a true effective method for ranking websites.

Sometimes it’s best to keep things simple, and a list of 50+ different factors, with varying (perhaps conflicting) degrees of correlation among studies isn’t a great place to start if you are just beginning with SEO, or just trying to build or grow your local business’ web presence.

So, what exactly should a business owner or beginner SEO focus on?  Over the years I’ve worked on launching dozens of local business websites, and I’ve come to realize that certain key factors should be the focus, while others can be ignored without too much concern.  We’ll go into those below…

Content is Important, but be Reasonable

A main point I want to make in this post is that there are big differences between types of websites, both in what they want to accomplish and what tactics/strategies are effective and achieving those goals.

Content is a good differentiating factor between large scale sites and smaller local sites.  For the large website, content transcends a “ranking factor” and becomes a specific tactical aspect of growing traffic.  Targeting lots of longer tail keywords while leverage domain authority, gaining passive backlinks and funneling potential customers into their experience.

Sounds great, right? It is, but it’s not applicable to every situation, particularly a local business hoping to gain customers in their metro area.  Ranking for things like “fixing a cracked pvc pipe” is great, but of the 20 people that search for that term every month, probably none are your target customer.

Instead, first focus on content such as this:

  • Company and service descriptions that focus on user need and conversion rate optimization rather than worrying about spiders.
  • FAQ pages that are thorough and speak to actual user questions.
  • About page that gives history of company and personalizes the staff.
  • Custom reviews and case studies.

Also unnecessary: Dumping out 2,000 words on your sites homepage.  It’s not natural.  Keep it to around 500 words and relevant content and you’ll be fine.

All these pieces of content share something in common, they give you that lovely “word count” that SEOs love to tout, hits all the relevant keywords and “LSI”, but also achieves legitimate user needs.

NOTE: At some point if you’d like to start a more robust content marketing strategy, have at it!  My only point is that the most effective use of resources when starting out is to focus on these much more relevant and useful pieces of content.

Keyword Research, Title Tags and URLs

I’ll say it again and again, keyword research is the backbone of any SEO initiative.   Proper keyword research into the keywords of your target customer is where the money is at (literally).  You simply need to pair this will some standard on-page optimization to take full advantage.

Here I’ll focus on just a few ranking factors that will do almost all the heavy lifting when it comes to on-page ranking factors:

URL

A Keyword rich URL is probably the #1 onpage ranking factor nowadays.  I personally believe it has eclipsed the title tag in terms importance, and thanks to WordPress permalinks, it’s just as customizable as any other part of your content.

In local services, you really don’t have to get too creative (like you might with long form articles).  Just peak at any local SERP, you’ll probably see the same URL slug in all the results (and that’s because it works).

Dump in the target keyword in your URL, and move on.

Title Tags

Title tags are the next most important factor.  This is especially important for your homepage, since you can’t get that URL keyword relevance (unless, of course, your company name has some keyword love in it).

In these situations, I try to squeeze 3 keyword variants into a natural sentence, with my brand name at either the beginning or end.

H1-H3 Tags

Next up are the H1 Tags.  While these won’t move the needle like title tags or URL keywords, they definitely help to craft the content.  What I like to do is find different categories within the keyword research (sub-niches within the niche), and make header tags for each of those.  It creates a nice semantic package to the page.

Links, Links, Links

Ah, Links.  It always comes back to links.  For good reason, too.  Anyone can put together a nicely optimized website (they don’t, but they could).  How Google tells the difference between the good, bad and ugly is largely with backlinks.

So what backlinks should local businesses focus on?  Well, it’s important to realize that local businesses don’t generally attract high powered links from large authority sites.  This is a good thing, because it means that you can succeed more moderate approaches.

Some great sources for links:

  • High quality, local directories (Yelp, Manta, etc). Make sure they are indexed!
  • Local organizations, chamber of commerce.
  • Partner and vendor websites (tend to be other local businesses).
  • Local newspapers.
  • High quality Press Releases (Be Newsworthy!)

If you get after all of these opportunities you will likely be ahead of your competition already.

Conclusion
People practice SEO in all manner of ways.  There is not a singular answer to how to approach ranking a website, but what I’ve hoped to accomplish here is to simplify things a bit for the local business owner or local SEO.

With 200+ ranking factors and almost that many opinions on what to do, sometimes it’s better to remove the chaff and narrow the focus.  Following these 3 general buckets, you’ll likely start to outperform your local competitors.  No need to worry about all the other noise…

Michael Hayes is a veteran SEO and owner of Darby Hayes Consulting, an SEO and PPC agency based in New York City.  He thinks Twitter is elitist so you should just email him at mike (at) darbyhayesconsulting.com.

How to Optimize Your Pay Per Click Advertising Campaigns Pay Per Click Management

Don’t let your Pay-Per-Click advertising campaigns fall by the wayside this summer. Rather than ignore your online business efforts because sales might be slipping, use the time to increase your optimization and work on things you wouldn’t normally have time for. Optimizing your PPC ads can add up to significant returns in the long run, but who even has the time for that? Enter summer. The time of year that most people are on vacation, business slows down, and shop owners of all shapes and sizes start dreaming of the holiday season. Be ready well in advance this year by learning how to optimize your PPC ad campaign this summer or hire a PPC Agency to get the job done for you.

Take Advantage of Downtime

A good rule of thumb for any business owner is always to show up like you have work to do. This is especially important for home-based businesses that operate online, or small business owners that offer consulting services or sell products online. Just because there is no actual exchange of money taking place all the time does not mean that you do not have to continue to build your business. While some people might tap out and head to the beach for some lazy afternoons of summer, you will be using your downtime to gear up for the busy fall season. Take advantage of quiet afternoons to increase account optimization, plan your ads for the fall and holidays, and learn to use some new features of Google AdWords while you are at it.

Increase Account Optimization

There are a number of things you can do to help your Google AdWords’ account function more seamlessly. Optimization is one way to improve your posting time and ad creating time. Incorporating advertising extensions automatically is one way to save yourself time and effort. This feature allows Google to automatically place an extension on your ads so that they are more robust and take up more space online, which can increase the performance of the ad overall.

Use the Preview Function

When you find yourself with some time to spare this summer, plan and create your ads for the next few months. You can use your preview function to see how your ads are going to look, make changes to them on the fly, and integrate a whole marketing plan based on your ad creation for further expansion of your marketing efforts.

Always Use the Location Feature

Another good habit to get into is always to use the location feature in your Google AdWords. Using the location feature allows you to target or dismiss people living in certain areas and this can increase clicks exponentially.

While no one thing alone will create massive change, using your downtime to learn about the moving parts of Google AdWords can really make a difference in the long run for you. If you always find yourself saying you don’t have time to post your ads, try using automation for some features to save yourself time; create a marketing plan that is based off your AdWords, and always use the location feature. These can add up to results fast.