Setting SEO Expectations, Creating Quality Content, and More
This week we have some insight on quality vs quantity of content from a new friend, Arnie Kuenn. Bill Hartzer gives us a brief update on Google Carousel. LinkedIn made some changes that make it easier to update your profile and Alexis Baird has a quick tutorial for us. One of our favorites, Rand Fishkin, challenges us to set realistic SEO expectations. And we wrap up with Ronell Smith giving us three action items so we can take immediate advantage of the just released Twitter study: Twitter Engagement Unmasked.
Arnie spoke this week at Dallas Digital Summit and was clearly one of the favorite speakers. We had the opportunity to talk with him on video on this idea of quality vs quantity of content, which he had just written about and was the topic of his presentations at #DDSum14.
In this article Arnie starts off referencing a HubSpot report that says businesses that blog 15+ times per month get 5 times more traffic than business that don’t blog at all. Many companies, according to Arnie, “are taking the wrong approach to business blogging by focusing on quantity over quality and leveraging the real estate as an additional place to sell.”
…businesses should think of their blog as a place to help, entertain, and educate their audience through content. ~ Arnie Kuenn
Arnie believes your blog should be a learning center for your clients and has four points that will help you make the transition:
- Think about it from a consumer point of view
- Find out what your audience wants to know
- Be prepared to be transparent
- Focus on quality, not quantity
Bill Hartzer observed that “the Google Carousel and it’s now totally removed from all local keyword searches,” and then goes on to explain how this could be a win for the hotel and travel industries.
Now, however, since the Google Carousel is now gone from the search results, hotels like the Omni Dallas Hotel is now rejoicing–they get their keyword data back now, and can see what people search for before hitting their website.
Of course this is Google so that statement comes with a few qualifiers that Bill writes about in his article.
On the LinkedIn blog Alexis informed us of some LinkedIn changes that will make your profile easier to edit. Some of the changes are:
- Now instead of selecting “edit” each time you want to make changes to a particular area of your profile, you can simply click on that section and begin typing.
- You can now see what your profile looks like to those that find it – just click on the “View profile” button on the top of the profile.
- To make it easier for you to showcase all of your accomplishments, optional categories like volunteer work, certifications and more, have been moved front and center to make it easier for you to add them to your profile.
Since your LinkedIn profile is probably one of the first things people find when they search on your name you might want to take this opportunity to give it a facelift after giving this article a quick look.
Alexis can be found on LinkedIn, but apparently not Twitter. 🙂
This week at Dallas Digital Summit Rand Fishkin was the closing keynote speaker and he made this point:
On Friday he came out with this Whiteboard Friday presentation.
With all the changes we’ve seen in the field of SEO in recent years, we need to think differently about how we pitch our work to others. If we don’t, we run the risk of creating unreal expectations and disappointing our clients and companies. ~ Rand Fishkin
In this presentation Rand talks about how SEO consulting has changed in the past few years. It is much more complex than it used to be, yet we are still talking to clients like it is something simple to do.
I do have a solution though, and the solution isn’t just showing how this process works versus how old-school SEO works. It’s to craft a timeline, an expectation timeline. ~ Rand Fishkin
Rand advises us to set client expectations according to current SEO realities. You can conduct a site audit in X amount of time and based on the results you will prioritize what needs to be done and provide a timeline for each of them, that over time – not immediately, will begin to generate results.
Eric Enge and the crew over at Stone Temple Consulting released a detailed Twitter study last week that busted up what has previously been accepted as Twitter best practices. Ronell takes that study and breaks it down into three actionable items you can implement today.
- Stop Fretting Over Post Times
- Add Images to Your Tweets
- Give Up the Hashtag Game
Stone Temple Consulting’s new Twitter study is tantamount to a myth-busting experiment that should make it easier for businesses and individuals to more effectively manage their use of the platform. ~ Ronell Smith
The New Library of Alexandria by Cycling man is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.