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Tuesday, October 17, 2017 7:01:45 PM

by Jayson DeMers

Search engine optimization is popular for its cost and time effectiveness; because all the assets you create and changes you make are semi-permanent, and because your domain and page-level authority will grow consistently over time, there's no upper bound to the results you can see.

The flip side, of course, is the time factor; many newcomers are reluctant to approach SEO, and even experienced search optimizers lament having to spend hours of time on things like keyword research and ranking analysis on a regular basis.

Fortunately, there are some ways to mitigate this time loss, and improve the total ROI of your SEO campaign.

Major Sources of Time Loss

These are the areas most responsible for wasting time in an SEO campaign:

1. Initial momentum.

First, if you're building domain authority for the first time, you can expect a massive holdup at the outset of your campaign. Before you can start ranking for keywords that get any kind of significant traffic, you need a decent authority score and relevance for a handful of target keywords. According to SEO Mechanic, that could take anywhere from 4 to 8 months, depending on what you're targeting, how much effort you're putting in, and who you're competing against. Unfortunately, there's not much you can do about this hurdle.

2. Feedback delays.

You'll also lose time to feedback delays. SEO is an ongoing experiment; you'll make efforts, wait to see results, and then adjust those efforts based on the results you see. Unfortunately, it takes time for Google's index to catch up with your changes, which can push your response time back up to 60 days. These days, predictive analytics software like Market Brew can simulate results in the span of a few hours, so you can cut that time drastically if you skip ahead.

3. Content creation.

Content is your most powerful ongoing tool for SEO, but it's going to drain your time quickly. According to Buffer, a high-quality blog post (of roughly 1,500 to 2,000 words) takes somewhere between 2.5 and 3.5 hours to write, depending on what resources you rely on, how in-depth you go, and how fast you can write. Ultimately, you want your posts to be high-quality no matter how much effort it takes, but if you haven't optimized this process, you can end up spending far more hours than necessary.

4. Link redundancy.

Inbound links are the best way to build your domain authority, but if you get stuck building links on the same domains, or pointing to the same internal page of your site, you'll end up wasting your efforts. Each successive link on a domain returns a significantly lower amount of authority, so it's far better to spend your efforts pursuing new domains.

5. Link loss.

You can also see time loss if a link you've built--which probably took at least a few hours of effort--is suddenly removed. Some links will be removed due to new policies at your target domain, and there isn't much you can do about these. Instead, focus on producing the best content you can for your external publishers--that's something you can control.

6. Tactic noise.

Your SEO strategy will include dozens of different tactics and approaches at once, so if you see results--or no results--it may be difficult to search out which of your tactics or changes was most responsible for the increase or decrease. You can reduce the time it takes to make this evaluation by trying new tactics and changes out one at a time--provided you have a "control" established at the beginning.

7. Penalties and plateaus.

Finally, if you suffer a penalty from Google or reach a plateau where your results just aren't increasing, you'll spend a disproportionate amount of time digging yourself out of that hole. Fortunately, Google is pretty open about how it penalizes sites, and publicly publishes its webmaster guidelines so you can tell if any of your on-site content is in violation of those rules. Accordingly, penalties are easy to avoid. Plateaus, on the other hand, are annoying, and all you can do to avoid them is keep experimenting and upping your game.

Striving for Efficiency

There's going to be some level of time loss in your campaign no matter what you do; your goal should be to minimize that time loss as much as possible. At the end of the day, your SEO results only matter in proportion to the amount of time and money you spend on your campaign; efficiency is a measure of maximizing results per hour (or dollar) spent.

These highlighted sources of time loss and associated recovery tactics are meant to bring your attention to this area and, hopefully, provide you the groundwork for improving your own efficiency.

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Thursday, September 07, 2017 2:36:13 AM

by Jayson DeMers

If you have an online store or a website with purchasing opportunities for your visitors, you probably have a host of different product pages at your disposal. These product pages are some of your greatest opportunities to turn site visitors into paying customers, and they're perfect fodder for search engine optimization--if you know what you're doing.

Why Product Pages Are So Important

So what is it about product pages that make them so crucial for a search optimization and conversion optimization strategy?

  • Online real estate. Unless you have only one specialty item, it's likely that you have multiple product pages to work with. Each new product page is another piece of online real estate for Google to index, which represents more ranking opportunities. Note that more pages isn't necessarily better for SEO--you still need to pay attention to quality--but more pages do give you more flexibility and more possibilities.
  • Customer intent. Product pages are also unique for offering a specific item, which your target search users will be looking for.
  • Persuasive opportunities. Finally, once a user lands on one of your product pages, you'll have the perfect opportunity to persuade them to convert; you've presented them with a product they're looking for, so all you have to do is close the deal with the right persuasive language and images.

Optimization Strategies

So how can you make sure these online marketing powerhouses serve you to the best of their potential? These are the tactics you should be using on every product page:

  1. Pick the right title and meta description. Your titles and meta descriptions are two of the most important features of any page of your site--and are usually the first things you optimize when setting up a new page. However, for product pages, these features require a bit of extra consideration. Not only are these pieces of meta data important to help Google understand what your page is about, they're also the first things your prospective customers are going to read when searching for your product. Accordingly, they have to be highly accurate and convincing at the same time.
  2. Include significant descriptive text. Next, you'll need significant descriptive text on the page to describe what the product is, what it does, how it can be used, and who's most likely to buy it. This should be a minimum of 300 words, and probably closer to 600 or more. This text is important because it's going to naturally address many questions your searchers might have about this product, helping you optimize for long-tail keywords; once they're on the page, it can be used as a persuasive tool to get them closer to a purchase.
  3. Include multiple images (and optimize them). You should also include multiple images of the product you're selling, from multiple angles to use in multiple ways. This is going to add to the perceived value and persuasiveness of your page overall, and will also help you ensure visibility in Google Image search--just make sure you've got all your images in the right format, with accurate titles, descriptions, and alt text.
  4. List related products in a sub-section. Next, include some related products on each product page. This will help keep users interested in your site, but will also optimize your product for related product searchers. For example, if you're selling a mobile hotspot, you could list other mobile hotspots and accessories that your customers might consider.
  5. Include alternative descriptions of the product. Think up different descriptions for your product, and include them in the body of your product page. These could include descriptions for different target audiences, descriptions for alternative uses, or colloquial descriptions that someone who is unfamiliar with the product might use to describe it. This will widen your potential audience.
  6. Include customer reviews and ratings. Ratings and reviews are essential if you're trying to convince users to buy--and good ratings and reviews might even boost your search engine visibility. Give users the ability to write reviews of their own, and display your average rating--even if it's not perfect, it's going to help your cause.
  7. Make it easy to buy. If you want your customers to buy your product, you have to make it easy for them to do so. Is there a gigantic button next to the product picture that says "BUY?" Do you have a one-click checkout feature? Is it possible to create a new account in just a few seconds, with limited input from the user? These are all vital if you want to boost your conversion rate; otherwise, all that new SEO traffic might just bounce back to the SERPs.
With these strategies applied to each of your product pages, you should have no trouble getting them to rise through the rankings, and eventually attract the kind of traffic you need--potential buying customers. Experiment with different angles and tactics until you nail down a strategy that works.

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