Eighty-eight percent of B2B marketers now report using content marketing in their promotional strategies, according to the Content Marketing Institute.
Developing content and using SEO to drive rankings and traffic has become a fundamental part of digital strategies, not just for the thought leaders of the industry, but it has become standard across the spectrum.
Thanks in large part to this massive development of online content, there are now more than one billion websites available online.
This tremendous growth has resulted in an increasingly competitive online market, where brands can no longer find success through guesswork and intuition. Instead, they must rely on more sophisticated strategies and means of enticing new customers.
The art of SEO lies in helping customers find your relevant, helpful content when it would benefit them and then creating a pleasant experience for them while they visit your website. Hence, it is vital that marketers do not neglect their technical SEO.
Sites still need to be built and structured well so they can be found, crawled, and indexed, hopefully to rank well for relevant keywords. There are a few technical SEO strategies in particular that we believe brands should be paying close attention to get their site in front of their competitors.
How does technical SEO impact the bottom line?
According to research performed at my company, BrightEdge, over 50 percent of the traffic on your site is organic. This means that the majority of the people visiting your page arrived there because they thought your listing on the SERP appeared the most relevant to their needs.
Those who neglect their technical SEO will find that this can damage the rankings their pages receive on the SERPs as well as the engagement on the actual site. In other words, not applying these core technical SEO concepts will negatively impact the number of visitors received, and thus revenue for the brand.
Customers have reported that how well the site runs greatly impacts their decision about whether or not to make a purchase. More than three quarters of customers – 79 percent – report that when they encounter problems with a site’s performance, they are less likely to buy from them again.
These customers also hold sites to a high standard, with a single second delay in page loading lowering customer satisfaction by 16 percent. Other common consumer complaints about websites include sites crashing, poor formatting, and error notifications.
Technical SEO makes it easier for users to find the website and then navigate it. It has a direct impact on rankings and traffic as well as the overall user experience. It should be clear, therefore, the tremendous impact that poor technical strategies and orphan pages can have on the bottom line for any organization.
5 essential aspects of technical SEO that cannot be neglected
1. Site accessibility
Site owners should periodically verify that the site is completely accessible for both search engine spiders as well as users. Robots.txt, for example, can be useful at times when you do not want a page to be indexed, but accidentally marking pages to block the spider will damage rankings and traffic.
Given that more searches now occur on mobile than desktop, and the impending switch to a mobile-first index on Google, brands should also ensure that any content published is constructed for mobile usage.
When speaking about the user experience, visitors themselves also pay a considerable amount of attention to load speeds. Brands should optimize for load speeds, watching site features such as cookies and images, that can slow down pages when not used correctly.
Things to do to improve your site’s accessibility:
- Check that robots.txt is not blocking important pages from ranking
- Make sure the robots.txt contains the sitemap URL
- Verify that all important resources, including JS and CSS are crawlable
- Find and fix any 404 errors
- Check that all content, including videos, plays easily on mobile
- Optimize for load speed
2. Site structure
Navigation throughout the website should also be a main priority. Look at the organization of the site’s pages and how easily customers can get from one part of the site to another. The number of clicks it takes to get to a desired location should be minimized.
Many sites find it to be convenient to build websites using a taxonomy hierarchy. Creating clear categories of pages can help websites organize their content while also reducing the number of steps that visitors must go through to adequately engage with the brand.
As you explore your site navigation, also verify how well the pages have been interlinked so that prospective customers engaging with one piece of content are easily led to other material that they will likely enjoy. Check also for orphan pages and other content that might be hard to find. The key to a strong site structure is to consider the user experience so that useful material can be found intuitively.
Things to do to ensure your site structure is optimized:
- Create a hierarchy that ensures important pages are 3 clicks from the home page or less
- Uncover orphan pages and either delete them or add them to the site hierarchy
- Check links for broken or redirects and repair them
3. Schema markup
Schema markup provides search engines with even more information about the pages on your site, such as what is available for sale and for how much, rather than leaving it open for interpretation by the spiders and algorithm.
Although Google does tend to be relatively accurate about the purpose of websites, schema markup can help minimize the potential for any mistakes. In a increasingly competitive digital ecosystem, brands do not want to leave themselves open to errors.
Schema has also been attracting attention because of its potential to help brands trying to gain extra attention on the SERP in the form of Quick Answers and other universal content. Brands that want events included in the new Google Events SERP feature, for example, should use schema to call the search engine’s attention to the event and its details.
Things to do to make sure your site has the correct level of schema markup:
- Markup pages that have been optimized for Quick Answers and other rich answers
- Markup any events you list on your page or transcripts for videos
- Check for common schema errors including spelling errors, missing slashes, and incorrect capitalization
- Use Google’s Structured Data Testing Tool to ensure the markup has been completed correctly
4. Site tags
As sites become more technical, such as developing content in multiple languages for overseas versions of the site, brands will similarly need to pay closer attention to the markup and tags used on the pages. Correctly-used hreflang tags, for example, will ensure that the content is correctly matched with the right country.
Although Google might be able to tell that a website has been written in English, an hreflang tag can help ensure that it shows the UK version to the English audience and the US version to those in the United States. Displaying the wrong version of the websites to the audience can damage the brand’s reputation and ability to engage with the audience.
Many brands will also find canonical tags to be highly useful. Using these tags will signify to Google which version of any particular content is original, and which is the distributed or replicated version. If a marketer wants to publish syndicated content on another website, or even create a PDF format of a standard web page, canonical tags can help avoid duplicate content penalties so that weaken content visibility.
Things to do to ensure your site content is tagged correctly:
- Use hreflang tags to ensure that Google knows which country and language the content is intended for
- Verify that hreflang tags use proper return tags
- Use only absolute URLs with hreflang tags
- Use canonical tags to avoid duplicate content when necessary
5. Effective optimization
While this might appear to be rudimentary SEO, it remains one of the most important steps as well. As we create this spectacular content that is tailored for specific user intents and lives on a well-constructed website, it still remains that the page itself must be well optimized.
If the page does not have the right keywords, then it will be a challenge for the search engines to understand where the content should be ranked and placed. Carefully determine keywords through keyword research, and then construct sentences that link the terms and long-tail keywords together to make your topic and expertise clear to the search engines and those considering consuming your content.
Things to do to improve technical SEO today:
- Use keyword research to find important and in-demand search topics
- Create sentences that effectively link different keywords together to show context
- Place keywords in the page title, H tags, URL, and naturally in the content
Even as the industry matures with micro-moments and data-driven strategies, technical SEO remains critical to successfully building strong websites.
We believe that all brands should ensure that these five areas of technical SEO are a part of their digital strategy.
In the past couple of weeks there has been a reinvigorated fervor surrounding artificial intelligence, with “AIO” (Artificial Intelligence Optimization) rearing its head on agency websites and blogs. But when it comes to Google’s RankBrain, optimizing for AI is nothing new or complicated.
Guest blogs are a popular link-building strategy used by businesses all over the world. And until recently, many were relying on guest blogging as their primary source of earned links. But a diverse link profile is essential to maintain your ranking. So how can businesses achieve this?
Your website visitors have specific problems, and they use search engines to find the answers they seek. Once they locate a website that answers their questions, they expect to view the answers quickly and easily. This is why it is essential that SEO and UX complement each other to produce results.
If we can agree that the ultimate purpose of marketing is to attract attention and generate interest, then combining SEO and content marketing is a no-brainer for smart brands and marketers.
July 24, 1950
The first successful rocket launch occurs at Cape Canaveral. The rocket, Bumper 8, was a captured German V-2 modified with a US Army Corporal second stage.
Cape Canaveral’s location in the southeast is an ideal site for rocket launches in the United States. By launching eastward, rockets are able to take advantage of the linear velocity of the Earth’s rotation. This velocity is greatest towards the equator, making the southern United States preferable. And by launching towards the ocean, away from populated areas, safety downrange from the launch is maximized in case of problems.
Ranking near the top of the SERPs for short-tail keywords in competitive business verticals can be extremely difficult. Wikipedia, Dictionary.com, and similar sites have the market cornered on ranking at the top of search results. Even if you manage to rank in the first position, there are featured snippets, ads, map packs, and other SERP layouts that are dominating the space as well.
Because short-tail keywords have such broad search intents, it’s in the search engine’s best interest to try and answer questions directly in SERPs. That is the intent of featured snippets. If a search engine is able to answer a user’s query without them leaving the results page, they believe that delivers the best result. And the proliferation of featured snippets is only beginning. According to Search Engine Land, 19.45% of queries will display rich answers (a form of featured snippets) in Google.
A search for “what is orthodontics” in an incognito Google Chrome window displayed the following featured snippet:
This search result satisfies at least one large search intent: “What is orthodontics?” I use this as an example because my agency and I had been trying to get a client to rank for this keyword for some time. They were a dental practice with locations across the US that offered both orthodontic and general dental procedures. We had optimized their locations for their orthodontic procedures, but we wanted to get their non-localized service pages to rank as well in order to draw new patients that may be in the beginning stages of looking for a new orthodontist. But without a local qualifier, it was difficult to get the pages to rank for the short-tail searches.
After a year and change of writing, optimizing, re-writing, and re-optimizing the content — all while building links — we weren’t getting any movement with our organic rankings. It seemed that business websites were not meant to rank for these short-tail keywords. Content creators have long lamented that featured snippets don’t attribute where the content in the SERP comes from, thus leaching traffic away from the site.
We believed that rich snippets in SERPs would become more prominent — especially with mobile and voice search on the rise — and that, even without proper attribution, it would benefit our client to appear in these types of search results, especially if we were able to rank in long-tail, question-oriented searches. If we could rank in a featured snippet, where a potential consumer was asking a question about a service that we provide, it would benefit us to answer that question for them. Not only would we achieve the coveted “zero position,” we would position our client as authorities in their vertical, potentially increasing conversions.
With this in mind, we began developing the strategy that would ultimately lead us to ranking in featured snippet searches.
Question and answer content on websites is fairly standard. Many companies will place Frequently Asked Questions (FAQ) content on their sites to help users with any questions they may have instead of answering them directly. Noting the prevalence of featured snippets in SERPs, we used the Q&A format to create new content to find out: a) could we rank for these queries? and b) would it benefit our client to rank in these queries?
Research & content creation
Using SEMRush, we conducted keyword research to find long-tail keywords with high monthly search volumes. Some of the phrases we decided to create the content around were “how long does it take to put on braces,” “how much does Invisalign cost without insurance,” and other similar queries. We also asked our client’s call team and Livechat correspondents to send us the most-asked questions they receive about orthodontics. The questions that the internal teams provided were primarily about pricing and insurance. This information was vital for our new Q&A content, as it allowed us to create answers we knew our users were looking for.
While researching current featured snippets, we gleaned that the content must emphasize the answer, not the answerer. Meaning, the content needed to be straightforward and answer the query without any marketing fluff. We ensured that our headers included the targeted keyword, along with the title tags. Once the content was created, we placed each question in the main navigation bar on the site, with each one leading to a separate landing page.
As most SEOs will tell you, backlinks are still a very important ranking factor. It was our belief that building links to our new Q&A content would be essential in ensuring that it ranked well. We built links exclusively via sites like Quora and Reddit, the idea being that these are places where people are already asking questions that we can answer as experts, while linking back to our site. In order to avoid spamming, we limited the number of links that we built per month.
After a year of collecting data, we can confidently say that not only were we successful in getting the site to rank for a featured snippet, but traffic to the orthodontics content increased by 46.10%, conversions from the content increased by 235%, and the conversion rate increased by 129.30%.
Organic sessions to the orthodontic Q&A content
Organic conversions from orthodontic Q&A content
Organic conversion rate from orthodontic Q&A content
The results were even more striking on mobile, where traffic increased by 91.46%, conversions increased by 322.22%, and conversion rate increased by 120.53%.
Mobile organic sessions to the orthodontic Q&A content
Mobile organic conversions from orthodontic Q&A content
Mobile organic conversion rate from orthodontic Q&A content
For this study we only looked at organic and mobile organic traffic. We also only looked at traffic that landed on our site via the orthodontics content (meaning we only measured users that entered the site via one of the orthodontics pages from an organic source).
It should be noted that this implementation was not successful in every facet. One of the most important goals for new content is making sure that users engage with it. And at Rebuild Group, we normally measure content engagement through attention metrics: pages/session, average time on site, bounce rate, etc.
Upon collecting the data, we noticed that all attention metrics decreased year over year. Our hypothesis is that because the content is both meant to answer a question and is easily digestible, users were more likely to leave the site after their question was answered. It explains why traffic, conversions, and conversion rate increased so much year over year and attention metrics decreased.
Most important to this experiment, we were able to have our site rank in the first position — or zero position — in search results for the query “how long do you wear invisalign a day,” while also ranking on the first page (though not the first position) for other Q&A orthodontic terms.
We started ranking in the first position for this term in mid-January, though we lost the ranking shortly thereafter. We began to consistently rank in the first position in March and are still ranked there as of this writing.
Our belief is that by simply answering the question and including the keyword in crawlable parts of the content, we were able to rank in the first position for one of our targeted Q&A phrases, resulting in a featured snippet.
Conversions were measured as the number of contact form submissions sent during sessions where a user entered the site via the orthodontic content. As mentioned above, conversions and conversion rates for all organic and mobile organic traffic increased greatly year over year. However, the effects were not seen until 9 months into the experiment.
When the traffic was measured at 90 and 180 days, organic traffic to the new content was steadily increasing overall and via mobile devices, but conversions and conversion rate had not gone up compared to the previous year. It wasn’t until 270 days in, when we first ranked in the featured snippet SERP, that conversions began to increase.
Organic traffic to the orthodontic Q&A content
Organic conversions from orthodontic Q&A content
Once we were consistently ranking in the first position for a featured snippet SERP, while also ranking on the first page of SERPs for other queries, our conversions and conversion rates began to greatly increase.
As stated earlier, voice search is on the rise. Once we were able to rank as a featured snippet in a targeted SERP, we wanted to see if that featured snippet would affect how Google Home provided an answer to the targeted query:
*Note: This video was recorded on my phone, so the quality is not the best. You may need to turn up your volume to hear the question and answer.
As you can see, Google Home clearly attributes the answer to our client, answers the question, and then sends the user to the Home App, where the answer is again shown:
From there they can click through to the site on their mobile device:
In the end we drew a strong correlation between the implementation of the Q&A orthodontics content, ranking highly in rich snippet SERPs, and increased conversions and conversion rates. But like all things SEO, there are no definites when implementing this kind of strategy. We implemented content that drove users to a site that offered services they were looking for. Someone searching “how to boil water” is not likely looking to buy new pots and pans. Ultimately, it’s important to know what your users are looking for and cater to their searches. Once you’re able to answer their questions with simple, to-the-point content, the rest is easy.